Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

Busy, wellness-minded individuals who value high-quality skincare and want to make self-care simple, meaningful, and sustainable.

Audience Type

Needs – Primary Buying Considerations

High-quality, toxin-free skincare products.
Sustainable and mindful self-care routine.

Demographics

Age Range: 18-55
Gender: Predominantly female
Geography: United States
Income Level: Mid to high
Profession: Not Specific

Psychographics

Lifestyle: Busy, health-conscious individuals who value self-care.
What they value: Quality, sustainability, natural ingredients.
Pain Points: Lack of time and overwhelm with skincare product choices.
Buying Behavior: Prioritizes health-conscious and sustainable purchases.

Secondary Target Market (only if applicable)

Social media influencers and boutique owners for potential collaboration and promotion.

2. My Message to My Target Audience

Refined Elevator Pitch

Josspure provides wellness-minded individuals with toxin-free, intentional self-care through artisan soaps and body care products, enabling them to indulge in luxurious, mindful rituals daily.

Understanding Their Pain Points

Difficulty finding natural, toxin-free skincare
Overwhelm with unhealthy, unsustainable options
Struggle to make self-care simple and meaningful

Transformation

Skincare becomes an act of intentional self-care
Feeling of cleanliness, luxury, and mindfulness
Life improves with simple, healthy, and sustainable skincare routines

Unique Selling Proposition (USP)

Combine luxury, sustainability, and mindfulness
Handcrafted with organic, plant-based ingredients
Stand out with small-batch production and emphasis on self-care

Brand Values & One-Liners

'Self-care made simply luxurious'
'Indulgence in every lather'
'Your daily ritual, redefined '
'Elevate your routine with Josspure'

Tone

Josspure embodies a tone of mindful luxury, infusing intentionality and sustainability into the realm of everyday rituals. We aspire for our customers to feel pampered, rejuvenated, and consciously aligned with their values.

Hero Text Idea

Flag Text: 'Handcrafted Luxury Soaps, USA'
Main Headline: 'Nourish your skin with intentional self-care'
Sub Headline: 'Experience toxin-free, artisan skincare that empowers your daily rituals and promotes a mindful, sustainable lifestyle'
CTA: 'Shop Now & Elevate Your Rituals'

3. The Media I Will Use to Reach my Target Market

Website

Conduct a mobile-first strategy as it typically aligns with e-commerce and the target demographic.
Track conversions on the 'Shop Now' and 'Add to Cart' button clicks.

Social Media

Focus on Instagram and Pinterest for visual showcase of products.
Post daily with content including product showcases, behind the scenes, and customer testimonials.
Instagram Stories to feature new products, discounts, and process show-offs.

Paid Advertising

Meta paid advertising featuring the hero text idea to drive website traffic.
Google Ads targeting keywords related to natural, toxin-free skincare, and artisan soaps.

Content Recommendations

Blog posts detailing the sourcing of natural ingredients.
User guides on how to get the most from their products.

Directories

Submit to organic product directories like Love Lula.
Get on handmade goods directories like Etsy, Aftcra, Zibbet, and Handmade at Amazon.

Partnerships & Outreach

Partnerships with wellness and beauty bloggers for product reviews.
Collaborations with like-minded brands for joint product promotions.

SEO and Content

Focus on SEO around keywords like 'natural soaps', 'artisan body care', and 'organic skincare'.
Regular blog posts to improve organic visibility.

Offline and Local Media

Participate in local pop-up events and artisan markets.
Sponsor wellness and self-care events locally.

Online Events

Host virtual self-care workshops featuring Josspure products.

Online Networking

Interact in skincare forums and join discussions on Reddit and Quora.

Cold Outreach

Reach out to potential brand ambassadors on Instagram.
Cold emails to niche online skincare publications for product features.

During
(Lead)

1. My Lead Capture System

Lead Magnet

'The Art of Soap' downloadable guide: Step-by-step on soap making with organic ingredients
'Skincare Simplified' weekly newsletter: Tips on skincare routines, latest product announcements, and special discounts
'Skincare Quiz': Find the perfect Josspure product tailored to skin needs

Tripwire Offer

Limited Trial Pack: Trial-sized versions of best-selling products
First order discount: 10% off first purchase in exchange for signing up to the newsletter

Welcome Sequence

Step 1: Thank you email with the lead magnet and discount code for first order
Step 2: Educative email about Zero waste skincare
Step 3: Highlight popular products and their benefits
Step 4: Reminder of trial pack or first order discount

Segmentation

New Subscribers: Those who've signed up but haven't yet made a purchase
Active Customers: Those who've made a purchase in the last 60 days
Lapsed Customers: Those who've not made a purchase in 60+ days

Chatbot and Automation

Implement an on-site chatbot to capture leads, answer FAQs, and provide product recommendations
Use Klaviyo to automate segmentation and personalized mail campaigns based on user behavior

2. My Lead Nurturing System

Marketing CRM

Current platform: Klaviyo
Automation capabilities: Email sequencing, segmentation, behavioral triggers
Recommended improvements: Develop further targeted sequences for different stages of the customer journey and ensure all potential automations are being leveraged

Sales CRM

Current platform: Shopify
Pipeline tracking or handoff process: Use Klaviyo's integrations to track customer movements and purchases through Shopify

Automated Follow-Ups

Post-opt-in follow-up: Email sequence educating on the benefits of natural skincare and Josspure products
Abandoned cart: 3-email sequence set up to send within hours of cart abandonment
Re-engagement: Bi-monthly check-in emails encouraging past customers to revisit the store

Newsletter

Frequency: Bi-weekly
Topics: New product announcements, seasonal skincare tips, and highlights from your sustainability practices
Segmentation: Different versions for new subscribers, active customers, and lapsed customers

Retargeting & Ads

Platforms: Google Ads (search retargeting), Meta Ads (site retargeting)
Goals: Increase brand recognition and promote specific products relevant to the customer's browsing history

Social Media and Content

Posting Frequency: Daily on Instagram and Pinterest (Visual platforms suitable for product showcase)
Content Type: Behind-the-scenes content, customer testimonials, product showcases

Webinars and Events

Suggested cadence: Quarterly virtual workshops
Purpose: Share skincare tips, demonstrate products, and promote recently launched items

Other Nurture Channels

SMS: Automate personalized offers and abandoned cart messages
Chatbot: Implement a chatbot on the Shopify store to assist with FAQs and product recommendations
WhatsApp: Consider using WhatsApp for customer support communication and personalized marketing, if your audience is actively using the platform

3. Sales Conversion Strategy

Sales Process

Enable a one-click purchase option on product pages.
Integrate a chatbot for real-time customer queries.
Send automated abandon cart emails with a discount code.

Sales Assets

Develop pre-purchase FAQ page addressing common concerns.
Build a compelling email sequence for opt-ins.

Testimonials and Case Studies

Request reviews after the third purchase.
Feature customer testimonials on product pages and checkout page.

Conversion Rate Insights

Utilize Klaviyo CRM to track and assess conversion rate.
Prioritize improvement on the product pages with low conversions.

Urgency and Offers

Highlight time-bound promotions on site banner.
Use countdown timers for limited stock or seasonal offers.

Guarantees and Risk Reversal

Promote 90 Days Money Back guarantee prominently during checkout.
Prepare a simple, straightforward refund process.

Shock and Awe

Include a handwritten thank you note in each deliverable.
Provide a free soap sample with every first order.

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Welcome email with a handwritten note image, expressing gratitude and introducing our brand story
Each first order contains a free soap sample and a printed Guide to Intentional Skincare
Follow-up email with tips on how to enjoy our products for an optimal self-care experience

Communication Cadence

Monthly email newsletters with skincare tips and product updates
Occasional personalized emails recognizing customer loyalty, milestones or offering seasonal promotions

Client Education

Skincare guide included in each order
Regular skincare tips and tutorials shared via social media and emails
Educational articles about our ingredients and their benefits featured on our blog

Personalized Touches

Handwritten thank you note with every order
Personalized birthday offer
Recognize customer anniversaries with Josspure with a special offer

Visuals and Documentation

Include before-and-after photos and user experiences in our emails and website
Showcase process of soap making and behind-the-scenes videos through social media

Feedback and Proactive Support

Post-purchase email to ask for reviews and feedback
Proactive support through chat function on website
Timely response and resolution to any product or delivery issues

Guarantee or Promise

Highlight our 90 days money-back guarantee on our website and all purchase confirmation emails
Reinforce our commitment to sustainable, toxin-free skincare and the transparency of our ingredients

Operational Excellence

Maintain high standard for order accuracy, packaging and delivery times
Ensure user-friendly web navigation and seamless checkout procedure
Prioritize customer service quality and speedy response times

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Implement yearly subscription box deals with discounted prices to encourage renewals

Upsells & Cross-Sells

Introduce an "Add a Soap Sample" option during checkout for additional cost
Cross-sell by recommending complementary products like "Soap dish" or "Exfoliating Gloves"

Bundling & Packaging

Introduce package deals e.g. "Soap of the Month" package, "Pamper Hamper" with multiple best seller products
Showcase family packs for Holidays as gifting ideas

Loyalty & Retention Programs

Launch a reward system: Customers earn points for each purchase, redeemable as discounts on future purchases
Implement a referral program rewarding customers with discounts for each successful referral

Custom Services and Personalization

Allow customers to create custom soap box subscriptions, choosing their favorite scents or ingredients
Offer personalized gift wrapping options

Pricing Strategy

Provide incentives for bigger orders, for example, 'Buy 5 soaps, get 15% off'
Implement dynamic pricing based on customer demand and competitor pricing

Customer Data and Insights

Implement automatic feedback collection after each purchase to gather customer preferences and pain points
Use Analytics in Klaviyo CRM to track customer behavior and identify churn risk early

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Give $5, Get $5 referral program: Referrers get $5 off their next order, referees get $5 off their first order
Special skincare sampler for referees making their first purchase

Shareable Assets

Branded referral graphics for social sharing
Shareable referral link in customer account dashboard
Printable refer-a-friend cards included with every order

Timing and Triggers

Send referral prompt email 2 weeks after order delivery
Trigger automated referral reminders 3 months after last order
Ensure checkout page includes referral link sharing option

Client Success Stories

Implement a review and testimonial collection system
Share transformative skincare stories on social media, blog, and email newsletter
Create a customer spotlight feature and integrate it into email campaigns

Referral Contests

Launch quarterly referral contests: most referrals earn a luxury skincare gift set

Partner or Affiliate Programs

Develop a micro-influencer program with unique referral links, and reward top performers
Establish collaborations with wellness and lifestyle bloggers for referral opportunities

Thank-You Experience

Send handwritten thank you notes to top referrers monthly
Provide surprise bonus rewards to top referrers (e.g., exclusive products, gift cards)
Acknowledge top referrers on social media/platforms as 'Brand Champions' monthly

JOSSPURE

Your 1-Page Marketing Plan is Ready!