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  3. Execute it (start with ONE section)

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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • LEX's ideal customer is an Australian farmer aged between 20-50 who seeks to improve farm decision-making using customized Excel coaching and tools.

Audience Type

  • B2C
  • Small to Mid-sized farmers

Needs – Primary Buying Considerations

  • Tailored, industry-specific, and hands-on Excel coaching
  • Tools and resources that support their specific business operations

Demographics

  • Age Range: 20-50
  • Gender: Not specified
  • Geography: Australia
  • Income Level: Not specified
  • Profession: Farmers

Psychographics

  • Lifestyle: Rural, Agricultural focus
  • What they value: Efficiency, Tailored services, Farm-specific resources
  • Pain Points: Need for improving decision-making capability
  • Buying Behavior: Prefers in-person consultations before purchase

2. My Message to My Target Audience

Refined Elevator Pitch

  • LEX provides Australian farmers with personalized Excel coaching and tools, enabling them to make smarter farm decisions that boost productivity and profitability.

Understanding Their Pain Points

  • Lack of tailor-made resources to optimize farming operations
  • Difficulty in making data-driven decisions
  • Current struggle in using Excel effectively for farm management

Transformation

  • Improved farm decision-making through Excel expertise
  • Sense of control and confidence in managing farm operations
  • High productivity and profitability after mastering Excel tools

Unique Selling Proposition (USP)

  • Personalized Excel coaching service with deep ag-sector and banking insights
  • Provision of farm-specific resources
  • Competitive advantage over generic Excel training programs

Brand Values & One-Liners

  • "Your farm. Our expertise. Shared success."
  • "Transforming farms through data-driven decisions."
  • "Empowering Australian farmers with Excel mastery."

Tone

  • LEX leverages a supportive and professional tone, breeding a sense of trust and empowerment within Australian farmers.

Hero Text Idea

  • Flag Text: Empowering Australian Farmers
  • Main Headline: Transform Your Farming Operations with Excel Expertise
  • Sub Headline: Master data-driven decision making to increase farm productivity and profitability.
  • CTA: Get Started with a Free Trial Now

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

Website

  • Use WordPress to set up website due to its ease, affordability, and flexibility
  • Leverage themes and plugins for a professional look and functionality
  • Track conversions such as form submissions, free trial signups, and testimonials
  • Optimized for mobile use, considering farmers would use their smartphones for accessing the web

Social Media

  • Use Facebook and Instagram, popular among the rural Australian demographic
  • Post 2-3x per week educational content, behind-the-scenes, and client testimonials
  • Use Facebook live for Q&A sessions and mini virtual workshops

Paid Advertising

  • Use Facebook ads targeting farmers in Australia aged 20-50
  • Launch campaigns to promote free trial and one-on-one coaching offers

Content Recommendations

  • Farm challenges and how Excel can solve them
  • Basic 'how-to' guides for using Excel on farms
  • Successful client stories and testimonials

Partnerships & Outreach

  • Partner with Agricultural co-operatives to reach farmers
  • Attend farming events and seminars for networking and advertising

SEO & Content

  • Regular blog content about Excel use in farming
  • Target keywords like 'Excel for farmers', 'Farm finance management', 'Excel training for farmers'

Offline & Local Media

  • Attend agricultural fairs and events with promotional materials
  • Local print advertising in agricultural magazines or rural newspapers
  • Sponsor local farming events or competitions

Online Events

  • Host webinars on topics like 'Boosting farm productivity with Excel'
  • Participate in virtual farming events/seminars

Cold Outreach

  • Use LinkedIn and direct email to reach out to potential clients
  • Target owners of small to mid-sized farms
During (Lead)

1. My Lead Capture System

Lead Magnet

  • 'Excel for Farmers: A Guide to Smarter Decision-Making' eBook
  • 'Boost productivity with our Farming Excel Shortcut Cheatsheet'
  • Weekly Excel Tips & Tricks Newsletter Subscription

Tripwire Offer

  • One hour Excel tutorial webinar for a small fee
  • Initial farm-specific Excel tools package at a reduced price

Welcome Sequence

  • Thank You email with lead magnet download link
  • Follow-up email with tips on how to use the lead magnet
  • Brief survey email for segmentation
  • Promotional email for tripwire offers

Segmentation

  • Tagging leads based on farm size (small, mid-sized)
  • Segmentation based on their initial interest area (coaching, tools)

Chatbot and Automation

  • Automated Facebook Messenger bot to handle initial queries
  • Automated emails for lead nurturing after lead magnet download

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: HubSpot CRM, due to its affordability and automation capabilities

Sales CRM

  • As a single employee currently handling sales, using the same CRM for sales will maintain consistency and reduce complexity
  • Sales handoff process: track interest and interactions from consultation into purchase within HubSpot CRM

Automated Follow-Ups

  • Post-opt-in automation: Welcome sequence after lead magnet download
  • Frequency: Weekly drip email nurturing focusing on Excel tips and increasing awareness about your service

Newsletter

  • Frequency: Bi-weekly
  • Topics: 'Excel for Farmers', case studies, updated tools, and industry news

Retargeting & Ads

  • Facebook retargeting focused on website visitors and those who downloaded the lead magnet but have not purchased

Social Media and Content

  • Bi-weekly posts on Facebook and Instagram, focusing on Excel tips, client testimonials and behind-the-scenes

Webinars and Events

  • Monthly webinars on topics such as 'Data-Driven Farm Management Using Excel' and 'Boosting Your Farm's Productivity with our Excel Tool'

Other Nurture Channels

  • Automated Facebook Messenger bot for common queries and lead collection
  • SMS reengagement campaign for prospects who were interested but did not purchase

3. Sales Conversion Strategy

Sales Process

  • Initial Lead Conversation: In-person conversation or video call to understand their specific needs.
  • Free Trial: Offer free, limited-time access to some resources for proof of worth.
  • Formal Proposal: Present custom-tailored proposal highlighting how LEX can address identified needs.
  • Deal Closing: Final negotiation and sign-off on agreement.

Sales Assets

  • Develop a step-by-step SOP for the sales process.
  • Create a script to guide initial lead conversations.
  • Design customized proposals for each customer.
  • Compile farm-specific Excel templates as part of LEX’s value offering.

Testimonials and Case Studies

  • Request testimonials from the first few satisfied customers, and showcase on the website and social media.
  • Build detailed case studies showing how your service improved a farm’s operation.
  • Use clients' success stories to address common objections during sales conversations.

Conversion Rate Insights

  • An initial target of converting 1 in every 5 warm leads to paying customers.
  • Adjust and recalibrate sales strategy based on actual conversion rates.

Urgency and Offers

  • Introduce seasonal learning promotions aligning with farming cycles.
  • Create limited-seat offers for one-on-one coaching sessions, instilling a sense of scarcity.
  • Reward early adopters with advanced access to new offerings.

Guarantees and Risk Reversal

  • Offer satisfaction guarantee, with the promise to work until results are achieved.
  • Display this guarantee prominently in proposals and on the website.

Shock and Awe

  • Send clients a welcome gift, such as a valuable Excel template, related to their farming operations.
  • Include a personalized thank-you note, deepening the connection and boosting client retention.
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email introducing LEX and setting expectations
  • Schedule an initial coaching call to discuss farmer's specific needs
  • Provide a digital welcome kit with basic Excel tips

Communication Cadence

  • Bi-weekly check-in calls to discuss progress and address any issues
  • Monthly update emails featuring advanced Excel tips & tricks

Client Education

  • Provide tailored Excel guides specific to farming operations
  • Utilize in-person or Zoom training if necessary
  • FAQ section on website addressing common Excel farming challenges

Personalized Touches

  • Celebrate customer’s first 'Excel win' with a congratulatory email
  • Send a yearly thank you note for their continued partnership

Visuals and Documentation

  • Deliver before and after comparisons showing improvement in data handling
  • Quarterly reports highlighting financial savings/earnings due to improved Excel use

Feedback and Proactive Support

  • Bi-monthly satisfaction surveys with comment section
  • Provide a swift response on all raised issues

Guarantee or Promise

  • Offer a 'Love It or Learn Free' guarantee for the first month of coaching

Operational Excellence

  • Ensure punctuality for all scheduled calls
  • Maintain a standard of clear, friendly, and helpful communication

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce subscription-based services for ongoing excel support and coaching.
  • Encourage long-term contracts by offering discounts on annual subscriptions.

Upsells & Cross-Sells

  • Offer advanced coaching sessions or courses as upsells to current customers.
  • Suggest related farm management software or tools as cross-sells.

Bundling & Packaging

  • Bundle the excel coaching with other services like data analysis, intro to advanced analytics.
  • Create tiered packages (basic, advanced, premium) where each higher-level package offers more benefits.

Loyalty & Retention Programs

  • Develop a referral program, offering discounts to customers who bring in other farmers.
  • Incentivize repeated purchases with points system redeemable for discounts or exclusive features.

Custom Services and Personalization

  • Create a premium coaching tier offering personalized one-on-one sessions.
  • Offer personalized toolkits or templates aftuncatered to specific farming needs.

Pricing Strategy

  • Offer incentives for customers to upgrade to a higher package tier or extend their subscription period.
  • Implement value-based pricing, charging more for specialized services.

Customer Data and Insights

  • Utilize a CRM system to track customer behaviors and identify opportunities for upselling or reselling.
  • Monitor churn rate and customer satisfaction to improve retention strategies.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer existing customers 10% off their next purchase when they refer a new farmer.
  • New referrals receive a 15% discount on their first purchase.

Shareable Assets

  • Provide existing customers with digital referral cards to share via email or social media.
  • Create an 'Refer a Farmer' landing page that existing customers can share on their social networks.

Timing and Triggers

  • Ask for referrals after a customer expresses satisfaction or achieves a significant improvement using the service.
  • Automate referral reminders to be sent out after the free trial period ends.

Client Success Stories

  • Gather, promote and share testimonials from happy farmers to encourage more referrals.
  • Create case studies of successful farmers that used Excel techniques to improve their operations.

Referral Contests

  • Host a Quarterly 'Refer-a-Farmer' contest where the customer with the most referrals wins a free coaching package.

Partner or Affiliate Programs

  • Establish a partnership program with local farmer associations to tap into their network.

Thank-You Experience

  • Send handwritten thank-you notes to top referrers.
  • Publicly recognize the top referrer each quarter on the company website and social media pages.

Take Your Marketing Plan to the Next Level

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team.

Claim your Bonus Call