Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

Small to mid-sized cleaning business owners, who are professional, safety-conscious, environmentally responsible, open to modern cleaning solutions, and eager to differentiate themselves from competitors.

Audience Type

B2B
Small to mid-sized cleaning enterprises

Industries (if B2B)

Commercial cleaning services

Needs – Primary Buying Considerations

Need for safer, cost-effective cleaning technology
Desire to improve efficiency, reduce costs, and attract health- and environment-conscious clients

Demographics

Age Range: 30-55
Gender: Both
Geography: United States
Income Level: Business annual revenue ranges from $150,000–$1 million
Profession: Cleaning business owner
Business Size: Team of 3–20 cleaners

Psychographics

Lifestyle: Professional, growth-minded
What they value: Safety, sustainability, professionalism
Pain Points: Need to distinguish themselves from competitors, desire for cost-saving solutions
Buying Behavior: Open to modern, eco-friendly solutions
Decision-Making Roles:
Primary Decision Maker: Business owner
Secondary Decision Influencers: Team members
Support Roles: Cleaning Staff

2. My Message to My Target Audience

Refined Elevator Pitch

MopDesk Clean Tech empowers cleaning businesses to swap harmful chemicals for Tersano’s eco-friendly alternatives. Our clients innovate their service, improve health, save money, and protect the planet—without losing an ounce of cleaning power.

Understanding Their Pain Points

Navigating the switch from harsh chemicals to sustainable cleaning tech
Juggling high expenses, worker safety, and cleaning efficacy with conventional methods
Struggling to stand out in a competitive market

Transformation

Transition to a safer, cost-effective, and environmentally friendly cleaning solution
Enhance business reputation with a forward-thinking, eco-conscious approach
Boost operational efficiency and employee health, attracting more contracts

Unique Selling Proposition (USP)

Sole distributor focused on revolutionizing the cleaning industry with Tersano’s systems
Comprehensive training and support for seamless integration into existing operations
Outperforms rivals by offering safer, greener cleaning tech that fosters long-term savings

Brand Values & One-Liners

'Swap toxic for tech with MopDesk Clean Tech.'
'Your green cleaning revolution starts here.'
'Safer, smarter, sustainable cleaning — that’s MopDesk Clean Tech.'

Tone

MopDesk Clean Tech speaks with knowledge, authority, and enthusiasm. We inspire cleaning businesses to innovate, prioritize safety, and lead eco-friendly revolutions in their markets.

Hero Text Idea

Flag Text: 'U.S. Cleaning Revolution'
Main Headline: 'Revamp Your Cleaning Business with Eco-Friendly Tech'
Sub Headline: 'With MopDesk Clean Tech, you can effectively clean, cut costs, protect your crew, and impress clients—all by turning ordinary tap water into a powerful cleaner.'
CTA: 'Start Your Clean Revolution Today'

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

Website

Improve WordPress site with SEO strategies to boost online visibility
Track conversions of lead generation form and online purchase
Prioritize mobile optimization for modern, on-the-go business owners

Social Media

Leverage LinkedIn to network with business owners in the cleaning industry
Use Facebook to reach a wider audience aged 30-55
Post content at least three times per week, focusing on educational and product-related posts

Paid Advertising

Utilize Google Ads to reach potential customers searching for cleaning solutions
Experiment with LinkedIn ads targeting business owners in the commercial cleaning services industry

Content Recommendations

Create short demo videos explaining the product and its benefits
Blog posts on the benefits of eco-friendly cleaning solutions for businesses
Customer testimonials and case studies

Podcasts

Consider guest appearances on cleaning and small business-oriented podcasts (e.g. Cleaning Up with Debbie Sardone, Grow My Cleaning Company)

Directories

Get listed in industry-specific directories (e.g. HomeAdvisor Pro, Angie’s List)
Join local business directories to target regional markets

Publications

Aim for features in industry publications (e.g. Cleaning & Maintenance Management Magazine, Maintenance Sales News)

Partnerships & Outreach

Partner with local green initiatives for joint marketing and promotional opportunities
Build relationships with cleaning industry associations for networking and referral opportunities

SEO and Content

Optimize website and blog content with keywords related to eco-friendly cleaning solutions and business cleaning services

Offline and Local Media

Sponsor local business events and conferences, distributing marketing material
Use print media ads in local newspapers and business magazines targeting small business owners

Online Events

Host webinars or virtual product demonstrations focused on benefits of Tersano’s eco-friendly products

Online Networking

Engage with online communities on forums and Facebook groups targeting cleaning service owners

Cold Outreach

Targeted LinkedIn outreach to business owners and decision-makers in the cleaning industry

During
(Lead)

1. My Lead Capture System

Lead Magnet

"CleanTech Guide": A free ebook that educates about Tersano’s cleaning systems and compares the cost-effectiveness with conventional methods.
"Business Greenovation Blueprint": A step-by-step guide on transitioning to green cleaning technology.
Free Webinar: A free online seminar demonstrating how to leverage cleaning tech to gain competitive advantage in the cleaning industry.

Tripwire Offer

'Green Cleaning Starter Kit': Reduced-price starter kit with an iClean Mini and associated training materials.
First-Order Discount: Offer a substantial discount on the first order for first-time customers.
Freemium Offer: Offer a free trial period of a specific period, with a low-cost option to continue service after.

Welcome Sequence

Email 1: Welcome message with the lead magnet
Email 2: Fun facts and testimonials about Tersano’s cleaning systems
Email 3: Soft-sell email introducing the 'Green Cleaning Starter Kit'
Email 4: FAQs and common misconceptions about green cleaning technology

Segmentation

By Content Interests: Segment subscribers who downloaded the different lead magnets into relevant content buckets.
By Purchase Stage: Group users who have purchased 'Green Cleaning Starter Kit' and regular products separately.
By Referral Source: Tag leads based on whether they found the business through social media, site visits, or referrals.

Chatbot and Automation

Website Chatbot: To answer frequently asked questions, gather email addresses for newsletter sign-ups.
Shopping Cart Abandonment: Deploy a series of emails for cart abandonment to recover potential missed sales.
Post-Purchase Follow-up: Automation for checking with the customer post-purchase, gathering feedback and promoting refill cartridges subscription.

CRM or tech improvements

Implement CRM: Considering the business is product-based, integrating a CRM would improve customer relationship management.
Email Marketing Tool: Use an email marketing platform for managing email campaigns, tracking open rates and click-through rates.
E-commerce Analytics: Set up e-commerce tracking to measure the effectiveness of different lead capture initiatives.

2. My Lead Nurturing System

Marketing CRM

Recommended Platform: HubSpot due to its powerful automation capabilities
HubSpot supports robust lead nurturing workflows, marketing automation, analytics, and seamless integration with the website and other tools.

Sales CRM

Suggested platform: Pipedrive. Perfect for SMEs, it helps to track deals, stages, tasks and maintains contact info.
Process: Once marketing qualifies a lead (MQL), it is entered into Pipedrive as an opportunity which is then pursued by the sales team.

Automated Follow-Ups

Post-Opt-In: Send a thank you email with lead magnet
Post-purchase: Automation to ensure customer success
Abandoned Cart: Series of 3 emails spaced across a week
Check-In: Monthly email inquiring about potential needs
Reactivation: Biannual check-in for inactive customers

Newsletter

Frequency: Bi-weekly
Topics: Cleaning tips, product use-cases, customer testimonials
Segments: New leads, customers, inactive customers

Retargeting & Ads

Facebook Remarketing: Show benefits and product ads to website visitors
Google Search ad campaigns for high intent keywords

Social Media and Content

Posting frequency: 3x per week on LinkedIn and Facebook
Content type: Customer stories, cleaning tips, product use-cases

Webinars and Events

Monthly webinars explaining the value and usage of products

Other Nurture Channels

SMS: Order and shipping updates
Chatbot: 24/7 support and FAQ on the website
Email: Primary communication and nurture channel

3. Sales Conversion Strategy

Sales Process

Detail each step of customer journey on website for transparency
Offer interactive demo or video walkthrough of product use
Make consultation schedule clear, intuitive, and easy to book
Utilize email automation for post-purchase follow-up and product training
Offer quarterly or annual refill subscriptions for added customer convenience

Sales Assets

Develop objection-handling script for barriers like cost or adaptive difficulties
Create a scripted proposal detailing how MopDesk Clean Tech benefits businesses
Organize a comprehensive FAQ page addressing common concerns
Standardize an order confirmation email detailing next steps and resources

Testimonials and Case Studies

Launch monthly customer survey to solicit testimonials
Showcase testimonials on website’s homepage and in email campaigns
Develop case studies with early users and feature on 'Success Stories' webpage

Conversion Rate Insights

Integrate CRM system to track conversions and identify patterns
Initiate A/B testing with website design and messaging to optimize conversion

Urgency and Offers

Introduce limited time promotion for initial purchases to create urgency
Emphasize exclusive offers in ad campaigns and social media posts
Promote fast shipping as incentive for immediate purchases

Guarantees and Risk Reversal

Highlight full refund policy on product pages and during checkout process
Include assurance statements on website (e.g., 'Trusted by cleaning professionals')

Shock and Awe

Send new customers a welcome email with discount code for next purchase
Send handwritten thank you notes with first purchase
Include surprise bonus material with initial product delivery

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Welcome email outlining MopDesk's commitment to revolutionizing cleaning practices.
Welcome guide detailing product setup, safety measures, and usage tips.
Initiate a kickoff call to discuss customization and address any concerns.

Communication Cadence

Bi-weekly email updates on sustainable cleaning technologies and industry trends.
Monthly check-in calls to discuss performance and any required assistance.

Client Education

Regular webinars demonstrating effective usage of the products.
FAQs and video tutorials explaining the science behind the products.

Personalized Touches

Customer anniversary emails celebrating their journey towards sustainability.
Thank you notes upon subscription renewals, with a focus on their contribution to safer cleaning practices.

Visuals and Documentation

Infographics illustrating the impact of their shift to eco-friendly cleaning tech.
Case studies showcasing improved performance and cost savings.

Feedback and Proactive Support

A feedback system via emails, identifying areas of improvement early.
Proactive issue resolution through support tickets, ensuring swift assistance.

Guarantee or Promise

30-day risk-free trial period, promoting trust in the product efficacy.
A commitment to providing ongoing support, demonstrating service reliability.

Operational Excellence

Punctual deliveries, ensuring that cleaning operations are not interrupted.
Clear communication channels with dedicated customer service representatives.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Offer an annual refill cartridge subscription with a discount for long-term commitment

Upsells & Cross-Sells

Promote additional units for businesses with multiple locations
Offer specialized training modules for different cleaning contexts as an upsell

Bundling & Packaging

Bundle MopDesk Clean Tech units with annual refill subscriptions for a discounted price
Offer all-in-one business modernization packages (equipment + training)

Loyalty & Retention Programs

Implement a reward system for repeat purchases: discounts or exclusive bonuses

Custom Services and Personalization

Add premium support tier with priority product support and enhanced training

Pricing Strategy

Offer a stepped pricing model - lower initial cost with incremental increases as benefits are realized

Customer Data and Insights

Use website analytics to identify upsell opportunities - e.g., multiple purchases of single units indicate potential for location-based upsells

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Give $25 Amazon gift card to referrers each time a referred purchase is made
Provide 10% discount on the next purchase for referees

Shareable Assets

Pre-designed social media posts that customers can easily share
Refer-a-friend email templates with call-to-action button
Physical referral cards with unique referral codes

Timing and Triggers

Extend referral request after 30-day check-in and confirmed achievement of improved safety and efficiency
Use automated emails to ask for referrals post fulfillment

Client Success Stories

Feature customer success stories on website and share on social media
Encourage customers to share their own success stories on social platforms using a unique hashtag

Referral Contests

Host quarterly referral contests with prize of one year refill cartridge subscription

Partner or Affiliate Programs

Collaborate with industry influencers for extended reach and credibility
Setup affiliate program that gives a commission for each referred sale

Thank-You Experience

Send handwritten thank-you note to top referrers
Create a referrer spotlight feature in monthly newsletter, recognizing top referral contributors

MopDesk

Your 1-Page Marketing Plan is Ready!