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Libre group

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • The ideal customer is a hotel owner or investor in Central Europe, who values design, reliability, and measurable results. They are strategic thinkers focused on ROI and guest experience.

Audience Type

  • B2B
  • Key customer segments: Hotel owners, Hotel investors, Real estate developers

Industries

  • Hospitality
  • Real estate development

Needs – Primary Buying Considerations

  • The need for design and build solutions that offer reliability, precision, and profitability
  • Value for time, reducing stress, and seeking high ROI

Demographics

  • Age Range: 35–60
  • Geography: Central Europe
  • Profession: Hotel Owners, Investors, Real Estate Developers
  • Business Size: Medium to large size businesses who can invest upwards of $10,000 on a project

Psychographics

  • Lifestyle: Business-focused, strategic thinkers
  • What they value: Reliable partnerships, High ROI, Design quality and aesthetics
  • Pain Points: Coordinating multiple suppliers, Stress of overseeing entire project from concept to delivery
  • Buying Behavior: Prefer one-stop solutions and are willing to invest for quality and profitability
  • Decision-Making Roles:
  • Primary Decision Maker: Owners, CEOs, Investors
  • Secondary Decision Influencers: Project Managers
  • Support Roles: Other Stakeholders in the business

2. My Message to My Target Audience

Refined Elevator Pitch

  • Libre Group provides hoteliers and investors with time-saving, stress-reducing, and return-enhancing solutions through our unique, fully integrated design–build–furnish service, so they can focus more on guest experience and less on managing multiple suppliers.

Understanding Their Pain Points

  • Managing multiple suppliers for concept, construction, and furnishing.
  • Struggling with timelines, project overruns, and disjointed execution.
  • Difficulty in ensuring that hotel design and construction meet profitability and guest experience requirements.

Transformation

  • Streamlining the hotel project process with a single partner.
  • Significant reduction in stress and improved project timelines through precise project management.
  • Achieving a profitable, guest experience-focused hotel that reflects their brand.

Unique Selling Proposition (USP)

  • Integrated design–build–furnish service specifically tailored for the hospitality industry.
  • Guaranteed timelines, budgets backed by contracts, and post-delivery service.
  • Superior return on investment and guest retention through signature designs.

Brand Values & One-Liners

  • "From vision to reality – with one trusted partner."
  • "We design and build hotels that make money and guests return."
  • "Design that sells experience."
  • "Spaces with soul. Managed with precision."

Tone

  • Libre Group communicates with a tone of authority, confidence, and expertise in the hotel project industry. Our aim is to inspire trust and reliability while establishing a clear understanding of the concrete and measurable benefits we deliver.

Hero Text Idea

  • Flag Text: "Hotel projects in Slovakia"
  • Main Headline: "Transforming hotel projects from concept to reality."
  • Sub Headline: "Save time and stress while increasing returns with our integrated design-build-furnish solutions. Experience a seamless transition from vision to a profitable, guest-focused hotel."
  • CTA: "Start Your Hotel Project Today"

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

Website

  • Continue on Wordpress
  • Optimize for mobile considering the target audience's age and business orientation
  • Focus tracking on inquiry submissions, downloads (case studies), time spent on project gallery page

Social Media

  • LinkedIn and Youtube: Share project case studies, industry insights, design trends
  • Post frequency: LinkedIn (3x per week), Youtube (1x biweekly video)

Paid Advertising

  • LinkedIn: Target ads at hotel owners, investors, developers in Central Europe
  • Google Ads: Focus on keywords related to hotel construction, design, and turnkey solutions in Central Europe

Content Recommendations

  • Hotel design trends, ROI-enhancing features in hotel design, Case studies

Partnerships & Outreach

  • Partner with hotel chains for contracts
  • Reach out to local real estate developers for opportunities

SEO and Content

  • Optimize blog content around terms like 'Hotel turnkey solution', 'Hotel design trends', 'Profitable hotel design'

Offline and Local Media

  • Attend trade fairs and industry events
  • Sponsor relevant hospitality events in Central Europe

Online Events

  • Host webinars on hotel design trends and investment insights

Cold Outreach

  • LinkedIn: Target hotel owners, investors, developers
  • Email: Send personalized pitches with case studies to prospects
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Hotel Design Trends' e-book
  • ROI Calculator for hotel projects
  • Case Study on a previous project

Tripwire Offer

  • Initial design consultation at a reduced rate
  • 3D visualization/mock-up room service

Welcome Sequence

  • Email 1: Thank you, lead magnet delivery
  • Email 2: Educative content related to the lead magnet
  • Email 3: Introduction to Libre Group's services
  • Email 4: Inviting for a free consultation call

Segmentation

  • Tag based on lead source (LinkedIn, Organic, Referral)
  • Segment based on the chosen lead magnet (e.g., Design trends, ROI Calculation, Case Study)

Chatbot and Automation

  • Implement a chatbot on the website for initial queries
  • Optimize chatbot to capture lead information (Email, Project type, Budget)
  • Automate delivery of lead magnet using Hubspot

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Hubspot
  • Automation capabilities: Email marketing, Lead scoring, Multichannel campaigns
  • Recommended improvements: Implement advanced segmentation, Behavior-triggered automation

Sales CRM

  • Current platform: Unspecified in data
  • Pipeline tracking or handoff process: Not specified, recommend Hubspot CRM for seamless integration with Marketing CRM
  • Recommended upgrades: Use Hubspot CRM for seamless sales-marketing alignment and pipeline tracking

Automated Follow-Ups

  • Types of automations: Post-opt-in email sequence, ROI consultation reminder, Project status updates
  • Frequency or triggers: Immediately after opt-in, 24 hours before ROI consultation, Biweekly project status updates

Newsletter

  • Frequency: Monthly
  • Topics or content pillars: Project highlights, Industry trends, Investment insights
  • Segmentation: By lead source (LinkedIn, organic, referral) and chosen lead magnet (Design trends, ROI calculation, case study)

Retargeting & Ads

  • Platforms and goals: LinkedIn for B2B lead generation, Google Ads for search-based retargeting

Social Media and Content

  • Posting frequency: LinkedIn (3× weekly), YouTube (biweekly)
  • Content type or campaign focus: Case studies, Design trends, Strategy insights

Webinars and Events

  • Suggested cadence or purpose: Quarterly webinars on hotel investment trends and design influence on ROI

Other Nurture Channels

  • Chatbot on website for initial queries and lead capture
  • Personalized LinkedIn outreach to prospects
  • Segment-specific email marketing for personalized engagement

3. Sales Conversion Strategy

Sales Process

  • Maintain current 6-step sales process: from lead generation to aftercare.
  • Add automated follow-up reminders in HubSpot after initial inquiry and proposal.
  • Develop a script for handling objections in the consultation phase (price, deadlines, design).

Sales Assets

  • Create a digital sales proposal covering services, timeline, budgets, and past projects.
  • Develop a visually appealing project pitch deck to present during the offer & contract stage.
  • Standarize an SOP for all stages of the sales process for consistency and training.

Testimonials and Case Studies

  • Collect testimonials from clients post-project, request video reviews for extra impact.
  • Feature testimonials and case studies prominently on website and in sales pitches.
  • Develop a "Wall of Love" on website showcasing client testimonials and success stories.

Conversion Rate Insights

  • Track conversion rate in HubSpot's CRM from lead to paying client to assess sales effectiveness.
  • Aim to increase current conversion rates by 15% over the next six months through streamlined process and new assets.

Urgency and Offers

  • Highlight contract-backed timelines and budgets to create urgency in lead conversion.
  • Develop seasonal promotions to expedite decision-making, such as discounted rates for contracts signed within a limited timeframe.

Guarantees and Risk Reversal

  • Emphasize contract-guaranteed timelines and budgets in the sales process to mitigate risk.
  • Highlight post-project service and support as an additional security measure.

Shock and Awe

  • Send a personalized greeting kit with Libre Group branded materials for new leads in consultation phase.
  • For warm leads, offer a complimentary 3D visualization of a room in the potential project.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email introducing Project Manager and outlining next steps
  • Kickoff call with Project Manager to discuss goals, timelines, and expectations
  • Printed welcome kit with a personalized note expressing excitement about partnership and brochure detailing our process

Communication Cadence

  • Bi-weekly updates via email on project progress
  • Monthly calls with Project Manager to discuss initial designs, 3D renderings, progress, and next steps
  • Unscheduled calls or meetings arranged as per project needs

Client Education

  • Access to an online knowledge hub offering guides on the design-build process, FAQs, and project management tips
  • Training video on how to use our client portal for project updates and communication

Personalized Touches

  • Celebrations of project milestones with personalized emails or calls
  • Thank you notes post each major phase completion
  • Special gift or token of appreciation upon successful project handover

Visuals and Documentation

  • Shared folder with ongoing project photos, 3D renderings, and designs
  • Quarterly comprehensive progress report
  • Final handover document detailing project summary, final designs, and maintenance advice

Feedback and Proactive Support

  • Post-construction survey to gather feedback and insights
  • Proactive check-ins post-delivery to support any issues or needs
  • Quick response and resolution system for any post-delivery issues

Guarantee or Promise

  • Contract-backed guarantee on timeline and project budget
  • 'Satisfaction or Redress' policy for post-delivery service and maintenance concerns

Operational Excellence

  • Punctuality and professionalism in all communication
  • Adherence to promised timelines and budgets
  • High standards of design and construction quality

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Develop annual service contracts for maintenance and refreshing hotel interiors
  • Introduce a discount for upfront payment

Upsells & Cross-Sells

  • Promote the post-delivery textile and banquet service for constant updating of hotel aesthetics
  • Introduce premium services like 3D visualizations, mock-up rooms, and advanced architectural consultancy

Bundling & Packaging

  • Offer all-in-one packages encompassing design, build, furnish, plus textile and banquet service
  • Provide option to add-on advanced architectural consultancy to standard package for premium pricing

Loyalty & Retention Programs

  • Implement a reward system for referrals leading to signed contracts with new clients
  • Create a VIP program for repeat clients, offering priority booking and specialized services

Custom Services and Personalization

  • Offer a 'White-Glove' service upgrade with dedicated site visits and custom interiors for premium cost
  • Personalized annual maintenance and refresh plans, custom-designed for each hotel

Pricing Strategy

  • Offer multi-year maintenance contracts at a discounted price
  • 'Pay upfront' discounts for project bookings made at hospitality trade events

Customer Data and Insights

  • Use CRM to monitor customer satisfaction and churn
  • Analyze data to identify growth opportunities or potential up-sells

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Cash reward of a percentage of the contract value to referrers
  • Exclusive event invitations for referees

Shareable Assets

  • Pre-made LinkedIn posts showcasing past projects
  • Email templates explaining Libre Group's USP and benefits
  • Printable brochures for industry trade fairs

Timing and Triggers

  • Ask referees after successful project completion and handover
  • Incorporate automated referral requests after logging completed projects in Hubspot

Client Success Stories

  • Regularly update an online gallery of completed projects
  • Share testimonials from satisfied hoteliers and investors

Referral Contests

  • Run semi-annual 'Project Pioneer' contest, rewarding the most successful referrer

Partner or Affiliate Programs

  • Develop partnerships with hospitality industry influencers
  • Implement a tracking and commission system for partner referrals

Thank-You Experience

  • Personalized gifts for top referrers
  • Public recognition on the company website and LinkedIn page
  • VIP invites for company events to top referrers

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