Primary Target Market Summary

• Katrina Aarsman’s ideal customers are business owners aged 30-60, who seek to improve their cash flow and profitability and achieve balance in their lives.

Audience Type

• B2B

Industries (if B2B)

• Non-specific, any industry where businesses fall within the target size and financial scope

Needs – Primary Buying Considerations

• Improved control over cash-flow and profitability
• Support for business growth or planning for exit

Demographics

• Age Range: 30 - 60
• Gender: Non-specific
• Geography: Australia
• Profession: Business owner
• Business Size: $150K to $5m

Psychographics

• Lifestyle: Busy business owner, aiming for a better work-life balance
• What they value: Clarity and control in finances, profitability, and business potential
• Pain Points: Inefficient cash flow, lack of profitability, struggle with planning for growth or exit
• Buying Behavior: Likely values quality consultation and measurable results
• Decision-Making Roles:
• Primary Decision Maker: Business owner
• Secondary Decision Influencers: Non-specified
• Support Roles: Non-specified

Refined Elevator Pitch

• Katrina Aarsman empowers business owners with regained control and clarity of their cash flow and profitability, leveraging her multi-faceted experience as an accountant, bookkeeper, and coach, so they can unlock the potential of their business and live a balanced life.

Understanding Their Pain Points

• Cash flow and profitability management issues
• Feeling out of control and lost in their business finances
• Struggling to balance business growth and personal life

Transformation

• Gaining clarity and control over business finances
• Enjoying a balanced life alongside a thriving business
• Experiencing business growth and increased profitability

Unique Selling Proposition (USP)

• Offers a diverse and versatile experience in accounting, bookkeeping, and coaching
• Provides a free profit assessment as part of the service
• Stands uniquely amidst competitors with a personal, balanced approach to business finance

Brand Values & One-Liners

• 'Cash flow clarity for thriving businesses'
• 'Unlock your business potential, gain life balance'
• 'Your partner in turning profitability into reality'

Tone

• Katrina Aarsman communicates with a tone of reassurance, empowerment, and professional authority. Her aim is to inject faith, confidence, and calm to business owners, giving them regained control over their fortunes.

Hero Text Idea

• Flag Text: 'Profit Coaching in Australia'
• Main Headline: 'Regain control and clarity of your business finances'
• Sub Headline: 'Katrina Aarsman leverages her extensive experience to help business owners unlock their business potential and lead a balanced life.'
• CTA: 'Get Your Free Profit Assessment'

Website

• Optimize the website for SEO using relevant keywords related to profit coaching, financial control, and business growth
• Track conversions relating to Free Profit Assessment request and Contact Us page
• Enrich website content with customer testimonials and case studies

Social Media

• Leverage LinkedIn for posting business-oriented content and networking with business owners
• Engage in industry-specific groups on LinkedIn to gain visibility
• Moderate posting frequency on Facebook with emphasize on customer stories and success cases

Paid Advertising

• Allocate budget for Google Ads targeting keywords related to business growth and financial control
• Consider LinkedIn advertisements to target specific industries and job titles
• Experiment with Facebook ads targeting business owners within Australia

Content Recommendations

• Regular blog posts covering topics like cash flow management, business growth strategies, work-life balance tips
• Client success stories showcasing the impact of the coaching service

Partnerships & Outreach

• Collaborate with local business groups or chambers of commerce for joint events or webinars
• Establish relationships with accountants and financial advisors for referrals

SEO and Content

• Consistent blogging with topics revolving around cash flow, profitability, and business growth
• Utilize keywords related to financial management and business coaching in content

Offline and Local Media

• Sponsor or participate in local business & entrepreneurship events
• Consider direct mail targeted towards businesses within the revenue bracket in local areas

Online Events

• Host webinars or online workshops on topics like cash flow management, profitability improvement, or business transition planning

Online Networking

• Engage in business owners communities on Reddit, Quora, and niche-specific forums
• Answer relevant questions on these platforms demonstrating expertise

Cold Outreach

• Engage potential clients via LinkedIn messages offering the Free Profit Assessment
• Customized email campaigns to businesses falling in the target market
• Keep content personalized and intent-based