Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

The ideal customer is a professional around 50 years old looking for guidance on planning multi-day hikes, with a desire to spend more time outdoors but currently lacking the confidence.

Audience Type

B2C
Professionals seeking hiking guidance

Needs – Primary Buying Considerations

Live support and education for hike planning
Increased confidence for outdoor activities
Private, lifelong access to hiking community

Demographics

Age Range: Around 50 years old
Gender: Not specified
Geography: Not specified
Income Level: Not specified
Profession: Professionals

Psychographics

Lifestyle: Seeking more outdoor activities, specifically long hiking trips
What they value: Knowledge, confidence, support, and community in outdoor activities
Pain Points: Lack of confidence in planning multi-day hikes, concern for buying incorrect gear
Buying Behavior: Initially watch a YouTube video, join a waitlist, and eventually purchase the offer.

2. My Message to My Target Audience

Refined Elevator Pitch

Mowser empowers professional hikers to transition from short 1-2 night treks to full self-planned week-long hikes, offering live support and education from a seasoned expert, so they can confidently enjoy the great outdoors.

Understanding Their Pain Points

Hesitation in planning and executing long hikes
Limited experience in multi-day hikes
Lacking confidence and knowledge in choosing the right gear

Transformation

Ability to plan and execute week-long hikes
Boosted confidence in outdoor adventures
Sound knowledge of choosing the right hiking gear

Unique Selling Proposition (USP)

Live one-on-one calls with a seasoned expert
Access to comprehensive templates, checklists and community
Superior live training sessions to excel in hiking

Brand Values & One-Liners

"Turn short treks into week-long adventures"
"Your blueprint to hiking mastery"
"Discover the confident hiker within you"

Tone

Mowser strikes an inspiring and trustworthy tone, encouraging hikers to push their boundaries while providing the support and resources they need to venture confidently into the wilderness.

Hero Text Idea

Flag Text: "Empowering Hikers Worldwide"
Main Headline: "Mowser: Your Gateway to Week-long Hiking Adventures"
Sub Headline: "Equip yourself with the confidence and skills to plan and execute self-guided long hikes. Experience the freedom of the outdoors like never before."
CTA: "Join Our Hiking Blueprint Course Today"

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

Website

Optimize SEO for key hiking-related terms
Include high-value content and resources for hikers
Use platform analytics to track conversion events

Social Media

Establish strong Instagram presence with scenic photos, gear recommendations, and testimonials
Post frequency: 3-5 times a week
Utilize YouTube for in-depth hiking videos and live Q & A sessions

Paid Advertising

Google Ads - focus on search ads targeting hiking and outdoor equipment keywords

Content Recommendations

Interview articles/videos with experienced multi-day hikers
Gear recommendation and review articles
'How to' and checklist blog posts

Partnerships & Outreach

Collaborate with outdoor equipment companies for gear discounts/sponsorships
Partnership with local outdoor activity groups

SEO and Content

Blog section with keyword-focused articles on hiking topics
User testimonials for trust and credibility

Offline and Local Media

Sponsor local hiking events and meetups
Distribute brochures showcasing services at relevant outlets

Online Events

Host webinars on hiking best practices and Q&A sessions

Online Networking

Join online hiking forums to engage with potential customers
Participate in Facebook hiking groups (e.g., Hiker's Network, Hiking Buddies)

Cold Outreach

Email marketing campaign targeting professionals interested in hiking

During
(Lead)

1. My Lead Capture System

Lead Magnet

'5 Essential Tips for Planning Your First Multi-Day Hike' Guide
'Gear Essentials Checklist' for multi-day hiking
'Avoid These Common Hiking Mistakes' Video Series

Tripwire Offer

'Confident Hiker' Mini-course: A low-cost, 3-day comprehensive introduction to multi-day hiking
Consultation Call with Hiking Expert

Welcome Sequence

Day 1: Thank You message and deliver Lead Magnet
Day 3: Introduction to Mowser, its USP, and Benefits
Day 5: Showcase Success Stories and Testimonials
Day 7: Offer Tripwire

Segmentation

Categorize leads based on Interest Level (Engagement with Content & E-mails)
Segment based on Preferred Hiking Style (Solo or Group Hiking)

Chatbot and Automation

Implement Chatbot for instant Q&A on the website
Automated E-mails for Onboarding and Nurturing Leads

2. My Lead Nurturing System

Marketing CRM

Current platform: Not specified
Automation capabilities: Implement automation for email follow-ups and segmentation
Recommended improvements: Consider a CRM platform with strong automation like ActiveCampaign or HubSpot

Sales CRM

Current platform: Not specified
Pipeline tracking: Use CRM to manage prospects through the sales process
Recommended upgrades: CRM with sales pipeline tools, like Pipedrive or Zoho CRM

Automated Follow-Ups

Post-opt-in: Welcome email with a summary of benefits and next steps
Cart abandonment: Reminder email offering help with checkout process
Reactivation: Emails reminding inactive prospects of offer features
Frequency: Based on user behavior (sign-up, cart abandonment, inactivity)

Newsletter

Frequency: Bi-weekly
Topics: Hiking trip success stories, expert advice, gear recommendations
Segmentation: Segments based on prospect's progress in sales funnel

Retargeting & Ads

Platforms: Google Adwords and Facebook Ads for retargeting
Goals: Stay top-of-mind and move prospects further into sales funnel

Social Media and Content

Posting frequency: Minimum thrice per week
Content type: Posts providing hiking tips, showcasing the beauty of outdoor exploration, inviting audience to upcoming webinars and live Q&As. Occasionally sharing success stories and testimonials

Webinars and Events

Suggested cadence: Monthly online webinars for live training sessions and Q&A with Mowser

Other Nurture Channels

Chatbot: For instant Q&A and lead capture on websites
SMS: Reminder for upcoming webinars/events, important updates

3. Sales Conversion Strategy

Sales Process

Implement a dedicated CRM for lead management and tracking
Automate email notifications for when a lead joins the waiting list
Introduction of 1-on-1 discovery calls before purchase to remove doubts and build trust
Shift sales approach from *occasional offer opening* to *continuous, flexible onboarding*

Sales Assets

Create sales scripts for discovery calls focused on the transformation offered by the product
Develop customer success stories presenting the benefits of the product
Design an online sales page with concise information about the offer, benefits, and the expert's background

Testimonials and Case Studies

Introduce a system for collecting user testimonials post-purchase
Display testimonials prominently on the sales page and during the sales call
Show benefits experienced by previous customers with case studies

Conversion Rate Insights

Track conversion rates at each step of the sales process using the CRM
Test and refine sales calls and page elements to increase conversion rate
Identify high-performance marketing channels from conversion data for resource allocation

Urgency and Offers

Utilize limited-time bonuses (e.g., extra Q&A session, equipment discount coupons) to promote conversions
Offer early-bird prices for newly joined waitlist leads
Use countdown timers on the sales page to enhance urgency

Guarantees and Risk Reversal

Introduce a 30-day money-back guarantee to build trust and lower purchase r esistance
Clearly communicate how customers can avail the guarantee in the sales page and email notifications

Shock and Awe

Send a welcome email with a surprise bonus (e.g., an exclusive checklist or mini-guide) upon joining the waiting list
Recognize and reward referral leads with small gifts or access to exclusive content

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Welcome email with a personalized video message from Mowser, the expert.
Access to the private community right after the purchase.
An interactive guide to navigate through the product features and bonuses.

Communication Cadence

Weekly live training sessions.
Monthly Q&A sessions with Mowser.
Regular updates and reminders through email and in-app notifications.

Client Education

Comprehensive hiking guides and checklists library.
Tutorial and explainer videos on how to use templates and other resources.
Webinars on hiking tips and tricks.

Personalized Touches

Birthday wishes with a unique hiking tip or fact.
Special recognition on the community page on achieving hiking milestones.
Personalized thank-you emails to acknowledge their progress.

Visuals and Documentation

Demonstrative 'How-to' videos for packing and planning multi-day hikes.
'Before and After' success stories on the community page.
Regular progress reports via email tracking individual goal achievement.

Feedback and Proactive Support

Regular customer satisfaction surveys.
Prompt response to feedback, queries, and complaints.
Proactive alerts on any upcoming changes or updates in training.

Guarantee or Promise

100% satisfaction guarantee, with a full refund if unsatisfied within the first 30 days.
Promise of continuous support until the customer achieves their first long hike.

Operational Excellence

Consistent, on-time communication.
Thorough logging in CRM of all customer interactions.
Striving for continuous improvement based on customer feedback and needs.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Introduce an annual membership for continued access to updated templates and checklists

Upsells & Cross-Sells

Offer advanced sessions or mentorship programs for experienced hikers
Cross-sell gear recommendations based on customers' hiking plans

Bundling & Packaging

Create tiered packages with different levels of support (e.g., Basic, Premium, Ultimate)

Loyalty & Retention Programs

Develop a points-based system where customers earn points for purchases that can be redeemed

Custom Services and Personalization

Offer personalized expedition planning sessions based on individual needs

Pricing Strategy

Offer discounts for long-term commitments or package purchases
Implement value-based pricing aligning costs with the value provided

Customer Data and Insights

Leverage CRM data to identify customer preference trends and create tailored offers

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Provide referral codes for a 10% discount on future purchases to both referrer and referee.
Tiered rewards for multiple referrals (e.g., exclusive gear, free course enrollment).

Shareable Assets

Pre-made social media posts highlighting hike success stories.
Email templates for referral invitations with embedded referral codes.
Printable 'Pass it on' referral cards provided in welcome packs.

Timing and Triggers

Request referrals after a successful completion of a live training session.
Automation in CRM: referral prompt email after a month of purchase.

Client Success Stories

Collect and share testimonials on social media, email, and website.
Feature 'Hiker-of-the-month' stories to inspire other customers to refer.

Referral Contests

Run a quarterly 'Top Referrer' contest with exclusive merchandise prizes.

Partner or Affiliate Programs

Partner with outdoor gear brands for mutual referral programs.
Offer affiliate program with tracked links for outdoor influencers.

Thank-You Experience

Send personalized 'Thank you' cards for every successful referral.
Exclusive recognition and shoutout on social platforms for top referrers.

Mowser

Your 1-Page Marketing Plan is Ready!