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La Trobe Bookkeeping

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Purpose-driven business owner who earns well but struggles with financial management; desires a simple, compassionate system for consistent income management.

Audience Type

  • B2B
  • Small business owners

Industries (if B2B)

  • Diverse verticals, given product's broad applicability

Needs – Primary Buying Considerations

  • Clarity on personal and business income needs
  • Structured cash flow management
  • Confidence in consistent income extraction

Demographics

  • Age Range: Not specified, likely varied.
  • Gender: Not specified, likely varied.
  • Geography: Australia and potentially global.
  • Income Level: High (as they 'make good money').
  • Profession: Business owner.

Psychographics

  • Lifestyle: Busy, possibly overwhelmed with business operations.
  • What they value: Simplicity, clarity, financial stability, compassionate support.
  • Pain Points: Managing and allocating cash flow, financial clarity, paying themselves consistently.
  • Buying Behavior: Seeking efficiency, ready to invest in solution-oriented products.
  • Decision-Making Roles (Optional. Only include in ouptput if B2B Audience):
  • Primary Decision Maker: Business owner
  • Secondary Decision Influencers: Likely minimal or none
  • Support Roles: Possibly business partners or financial advisors

2. My Message to My Target Audience

Refined Elevator Pitch

  • La Trobe Bookkeeping empowers purpose-driven entrepreneurs to gain financial ease and consistency through the Profit First system, allowing them to shift from feeling broke to experiencing confident wealth-building.

Understanding Their Pain Points

  • Struggling to pay themselves consistently despite good revenue
  • Caught in the cycle of “I’ll pay myself when...”
  • Lack of clarity and structure in personal and business cash flow

Transformation

  • Gaining the confidence to pay themselves consistently
  • Going from financial confusion to clarity, then to consistent income
  • Experiencing financial ease and starting a confident wealth-building journey

Unique Selling Proposition (USP)

  • Not about earning more, but keeping more through structured cash flow
  • The Income Goal Calculator that provides personalized numbers and clear plan
  • Replaces guessing and stress with a defined path to profitability

Brand Values & One-Liners

  • “Financial clarity is the new currency.”
  • “We launch you on the confident path to wealth-building.”
  • “From feeling broke to paying yourself consistently.”

Tone

  • La Trobe Bookkeeping speaks in a nurturing yet confident voice, evoking feelings of safety, empowerment, and trust. We aim to make financial ease and wealth-building approachable and achievable.

Hero Text Idea

  • Flag Text: Empowering Purpose-Driven Entrepreneurs in Australia
  • Main Headline: Break the Pay-Yourself-Last Cycle With Profit First
  • Sub Headline: Transform financial confusion into clarity, achieve consistent income, and embark on your wealth-building journey with La Trobe Bookkeeping.
  • CTA: Start Your Transformation to Financial Ease Now

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

Website

  • Improve keyword optimization for 'Profit First System' and 'Income Goal Calculator'
  • Track conversions for the product purchase, sign-ups, and video views
  • Optimize website content for mobile-first, given the likely busy lifestyle of target audience.

Social Media

  • LinkedIn for B2B networking, minimum 3 posts per week
  • Facebook for direct customer engagement, minimum 2 posts per week
  • Instagram for behind-the-scenes content and product features, 2 posts per week

Paid Advertising

  • Facebook Ads for retargeting and lookalike audiences
  • LinkedIn Ads for targeting specific business industries and roles
  • Google Ads for keyword-targeted campaigns related to 'business income management' and 'Profit First System'

Content Recommendations

  • Case studies of successful implementations
  • Quick tips for cash flow management for business owners
  • Explainer videos for how to use the Income Goal Calculator

Podcasts

  • Appear on financial management podcasts such as 'CFO Thought Leader' and 'The Bean Counter'

Directories

  • List on business service directories like Yellow Pages Australia, TrueLocal, and Hotfrog

Publications

  • Publish articles or guest posts on Business Insider Australia, Financial Review, and Smart Company

Partnerships & Outreach

  • Partner with business coaching and consulting firms
  • Speak at financial management or small business events

SEO and Content

  • Strengthen blog content around keywords like 'consistent income for business owners', 'Profit First System', and 'cash flow management'
  • Leverage organic visibility on LinkedIn through regular posts and engagement

Offline and Local Media

  • Host local workshops for small business owners in primary Australian cities
  • Sponsor business events and trade shows

Online Events

  • Host webinars to explain the Income Goal Calculator and profit-first methodology

Online Networking

  • Engage in business and finance-related forums on Reddit, Quora, and LinkedIn Groups

Cold Outreach

  • LinkedIn outreach to small business owners with well-crafted, personal messages
  • Email marketing targeting past website visitors and potential networking leads
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Comprehensive Guide on Profit First System
  • Webinar Introduction to Income Goal Calculator
  • Email Course on Financial Clarity for Business Owners

Tripwire Offer

  • Discounted 1st month of bookkeeping service for new customers
  • Mini financial audit for a small fee

Welcome Sequence

  • Email 1: Thanks for downloading/watching/joining
  • Email 2: Highlight key points/lessons of the lead magnet
  • Email 3: Introduction of La Trobe Bookkeeping
  • Email 4: Soft pitch for Tripwire offer
  • Email 5: Contentious Issue/Story
  • Email 6: Hard sell for the main offer

Segmentation

  • Tag leads based on the lead magnet they interacted with
  • Segment leads based on their industry and revenue

Chatbot and Automation

  • Chatbot to answer frequently asked questions on the website
  • Automate scheduling of initial consultations using a tool like Calendly

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Unspecified
  • Recommended improvements: Implement HubSpot for comprehensive tracking and automation

Sales CRM

  • Current platform: Unspecified
  • Recommended improvements: Consider using Pipedrive for simplicity and visual sales process tracking

Automated Follow-Ups

  • Post-opt-in: Immediate confirmation email, followed by a series of onboarding emails introducing the Profit First system and how to use the calculator
  • Abandoned cart: Sequence of 3 emails triggered if a purchase isn't completed within an hour

Newsletter

  • Frequency: Monthly
  • Topics: Case studies, tips on profit management, updates on the Profit First system, and clarifications on common confusions

Retargeting & Ads

  • Platforms: Facebook for widening brand reach; LinkedIn for precise targeting of small business owners

Social Media and Content

  • Posting frequency: Minimum 2/week on Facebook, 3/week on LinkedIn
  • Content: Tips using the Profit First system, success stories, common challenges addressed

Emails

  • Sequence after lead magnet: 5-email sequence spread over two weeks orienting subscribers to the Profit First system and soft selling the Calculator
  • Cart Abandonment: 3-email sequence that reminds potential customers about their incomplete purchase and addresses potential barriers
  • Reactivation: Quarterly outreach to low-engagement subscribers

Other Nurture Channels

  • Chatbot: Utilize for FAQs and initial enquiries
  • SMS: Use for time-sensitive communications like webinar reminders

3. Sales Conversion Strategy

Sales Process

  • Schedule initial consultation as a discovery call
  • Employ a custom calculator to reveal income goals
  • Follow up the session with an email containing the Income Goal Calculator results

Sales Assets

  • Develop a script for consultations focusing on uncovering pain points and presenting solutions
  • Automate post-consultation email using CRM
  • Create a visually compelling pitch deck showcasing the solution and results

Testimonials and Case Studies

  • Request testimonials post-consultation and after achieving initial results
  • Feature testimonials on the website's homepage and product page
  • Develop case studies demonstrating how La Trobe has provided clarity and financial ease

Conversion Rate Insights

  • Use Wix analytics to track website and product page conversions
  • Aim for conversion rate of 5% (industry average for B2B is 2.23% according to WordStream)

Urgency and Offers

  • Conduct limited-time discount promotions to create urgency
  • Communicate that taking control of your finances is time-sensitive – longer you wait, greater the financial confusion

Guarantees and Risk Reversal

  • Provide a 30-day money-back guarantee to address objection and builds trust
  • Position this guarantee in all lead conversion conversations and marketing materials

Shock and Awe

  • Send a personalized video message after initial consultation thanking them for their time
  • Post consultation, share a small gift like a free e-book or guide on financial ease as a gesture of goodwill
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome video demonstrating the use of the Income Goal Calculator.
  • A hardcopy of the Path to Profitability guide sent via mail.

Communication Cadence

  • Weekly automated emails containing success stories and tips for consistent cash flow management.
  • Monthly check-in calls to address any concerns or confusions.

Client Education

  • Webinars explaining cash flow structuring techniques using the Profit First method.
  • Access to a resource-rich 'Knowledge Corner' on the website.

Personalized Touches

  • Small success milestone gifts, tagged as 'Cheers to Clarity'.
  • Birthday email offering a free consultation or strategy session.

Visuals and Documentation

  • Financial clarity progress charts emailed monthly.
  • Year-over-year comparisons to demonstrate financial stability progress.

Feedback and Proactive Support

  • Bi-annual customer satisfaction survey with a chance to win a coupon.
  • Live chat support for urgent technical issues and inquiries.

Guarantee or Promise

  • "Money clarity or Money back" - A risk-free purchase policy.
  • A promise to bring structure and confidence to income management.

Operational Excellence

  • Strict adherence to defined communication and service standards.
  • Timely delivery of all alerts, reports, and check-ins.

Retention Mechanisms

  • Discounted renewal rates as part of loyalty program.
  • Free access to updated versions of the Income Goal Calculator.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Develop a subscription model for ongoing access to updated versions of the Income Goal Calculator
  • Offer annual subscriptions at a discounted rate compared to monthly offer

Upsells & Cross-Sells

  • Create premium add-ons such as personalized consultation or bespoke profit plan design
  • Cross-sell with accounting and bookkeeping services

Bundling & Packaging

  • Bundle Income Goal Calculator with exclusive webinars on Profit First system
  • Offer package deals including both product and service (e.g. calculator and consultation)

Loyalty & Retention Programs

  • Implement a referral program with incentives for each successful referral
  • Create a loyalty program providing exclusive content or advanced features to repeat customers

Custom Services and Personalization

  • Offer a premium tier with personalized cash-flow management advisory
  • provide white-glove service with direct access to a dedicated financial advisor

Pricing Strategy

  • Create a tiered pricing model based on access levels and features
  • Offer discounts for long-term commitment (e.g. annual vs monthly subscription)

Customer Data and Insights

  • Use CRM data to analyze customer usage patterns and identify upsell opportunities
  • Implement analytical tools to track customer journey and identify potential churn

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Discounts on future services for referrers
  • Access to exclusive content or webinars for referees

Shareable Assets

  • Pre-made social posts showcasing client's success stories
  • Email templates articulating benefits, with unique referral links
  • Digital referral cards with attractive income goal calculator results

Timing and Triggers

  • Request referrals upon successful completion of the Income Goal Calculator
  • Automated email reminders to referrers after the calculator's successful implementation

Client Success Stories

  • Showcase testimonials and financial success on website and social media
  • Encourage storytelling by clients about their transformation from financial confusion to clarity

Partner or Affiliate Programs

  • Collaborate with financial advisors or coaches sharing similar target audience
  • Offer them a percentage of each successful referral

Thank-You Experience

  • Send personalized Thank You emails to top referrers
  • Public recognition on social media for clients with successful referrals

Take Your Marketing Plan to the Next Level

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