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Navigate Energy

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Navigate Energy primarily targets small businesses and non-profits who own their own property, have 3-10 employees, and spend over $20,000 in annual energy costs. They value clean energy and are looking to increase comfort, safety, and productivity while reducing maintenance and operating costs.

Audience Type

  • B2B
  • SMEs and Non-profit organizations

Industries (if B2B)

  • Various, tied to property ownership and high energy expenses

Needs – Primary Buying Considerations

  • Maximized access to funding
  • Reduced operating costs
  • Increased property value and decreased maintenance
  • Demonstrated commitment to clean energy

Demographics

  • Business Size: 3-10 employees

Psychographics

  • Lifestyle: Environmentally conscious
  • What they value: Clean energy, reduced operating costs, increased property value
  • Pain Points: High energy costs, lack of knowledge and capacity for clean energy upgrades
  • Buying Behavior: Seek funding and expertise for clean energy upgrades
  • Decision-Making Roles:
  • Primary Decision Maker: Business owner
  • Secondary Decision Influencers: N/A
  • Support Roles: N/A

2. My Message to My Target Audience

Refined Elevator Pitch

  • Navigate Energy provides SMEs and non-profits with maximum funding for clean energy upgrades, through comprehensive assistance, so they can enhance property value and affirm their commitment to a sustainable future.

Understanding Their Pain Points

  • Difficulty accessing funding for clean energy upgrades
  • High annual operating costs, maintenance headaches, and inefficiency
  • Struggling to set themselves apart with commitment to clean energy

Transformation

  • Increased funding leading to comprehensive energy upgrades
  • Enhanced comfort, safety and productivity; reduced operating costs
  • Increased property value and market differentiation through commitment to clean energy

Unique Selling Proposition (USP)

  • Hub for energy assessments, contractors, financiers, and funding providers
  • Commission structure ensures maximum incentives for customers
  • Done-for-you and done-with-you support differentiates us from competitors

Brand Values & One-Liners

  • "Maximizing value with clean energy, simplified."
  • "Your funding hub for energy upgrades."
  • "Hello rebates, goodbye energy waste."

Tone

  • As a supporter of SMEs and non-profits, Navigate Energy communicates with clarity, simplicity and a touch of urgency for the environment. We want our clients to feel supported, empowered and confident in taking steps towards a sustainable future.

Hero Text Idea

  • Flag Text: 'Canada's Energy Pioneers'
  • Main Headline: 'Transform Your Property with Clean Energy'
  • Sub Headline: 'Discover how hassle-free and lucrative energy upgrades can be. Boost your property’s value and operational efficiency'
  • CTA: 'Begin Your Clean Energy Journey'

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

Website

  • Update Squarespace website to clearly highlight USP and core benefits.
  • Track conversions such as funding enquiries, downloads of resource material, and booking of consultations.
  • As a B2B service with a professional audience, it is important to optimise for both desktop and mobile.

Social Media

  • LinkedIn: Build a presence to connect with SMEs and non-profits, share relevant content and news about energy funding. Post 3-4 times per week.
  • Twitter: Share industry news and updates, engage with customers and industry professionals. Post daily.

Paid Advertising

  • Google Ads: Target keywords related to energy funding and clean energy upgrades for SMEs and non-profits in Canada.
  • LinkedIn Ads: Run sponsored content and InMail campaigns targeting small businesses and non-profit workers in the target demographics.

Content Recommendations

  • Blog posts on topics like benefits of clean energy, how to access funding, success stories.
  • Case studies showing the impact of clean energy upgrades on businesses.
  • Webinars or online workshops on clean energy upgrades and funding.

Podcasts

  • Guest appearances on industry podcasts like "Energy Gang," "The Smart Energy Decisions Podcast," and "The Clean Energy Show".
  • Start a podcast featuring success stories and insights on clean energy upgrades.

Directories

  • List on relevant directories like CEG Directory (Clean Energy Group), EcoBusinessLinks Green Directory, and Startup Canada’s Business Directory.

Publications

  • Publish thought leadership pieces on sites like Energy.ca, The Energy Mix, and Clean Energy Canada.

Partnerships & Outreach

  • Form partnerships with environmental non-profits like the David Suzuki Foundation, or similar organizations that seek to promote clean energy use.
  • Outreach to industry associations for SMEs.

SEO and Content

  • Blog on trending topics within the clean energy industry; use keywords based on this.
  • Increase organic visibility with a strong backlink strategy.

Offline and Local Media

  • Sponsor local networking events related to clean energy and sustainability.
  • Lid drops or direct mail in areas with a high concentration of SMEs.

Online Events

  • Host webinars on clean energy funding and upgrades for SMEs and non-profits.
  • Participate in relevant industry webinars and online events to promote services.

Online Networking

  • Engage in discussions on forums like "Clean Energy Canada," "Canadian Solar Industries Association," and LinkedIn Groups for SMEs and non-profits.
  • Share valuable content and showcase expertise.

Cold Outreach

  • Promote services to SMEs and non-profits through targeted email and LinkedIn outreach.
  • Target audiences who are currently paying high energy costs and own their own property.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Clean Energy Funding Guide for SMEs and Non-Profits': A comprehensive ebook or interactive guide that helps potential customers understand how they can access funding for clean energy upgrades.
  • 'Energy Upgrade ROI Calculator': An interactive tool that helps potential customers calculate the possible return on investment of clean energy upgrades.
  • 'Success Stories of Clean Energy Upgrades': Case study PDFs that showcase the results achieved by SMEs and non-profits who performed clean energy upgrades.

Tripwire Offer

  • 'Retrofit Plan Mini-Assessment': A low-cost, introductory service where Navigate Energy auditors analyze a fraction of the client's property and provide an overview of potential energy savings and necessary retrofits.

Welcome Sequence

  • Welcome Email: Delivers the lead magnet and introduces Navigate Energy, its mission, and its services.
  • Trust-Building Email: Shares success stories and testimonials from previous clients.
  • Value-Add Email: Provides additional resources or insights on clean energy upgrades. This could also introduce the Retrofit Plan Mini-Assessment.
  • Soft Sell Email: Introduces various services offered by Navigate Energy, building up to a harder sell.

Segmentation

  • Implement tagging in Hubspot based on industry, property size, annual energy costs, and content interactions to guide personalized and targeted messaging.

Chatbot and Automation

  • Implement a Squarespace-compatible chatbot to engage visitors, answer common questions, and direct them to appropriate resources or contact forms.

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Hubspot
  • Automation capabilities: Lead scoring, personalized email automation, content recommendations, and more
  • Recommended improvements: Implement segmentation based on industry, property size, annual energy costs, and content interactions

Sales CRM

  • Current platform: Manual process
  • Pipeline tracking or handoff process: Implement CRM features in Hubspot for pipeline tracking
  • Recommended upgrades: Implement a consistent sales process and document customer interactions and stages in Hubspot CRM

Automated Follow-Ups

  • Types of automations: Welcome emails, trust-building emails, value-add emails, soft sell emails, and reactivation emails
  • Frequency or triggers: After lead magnet download, tripwire purchase, and periods of inactivity

Newsletter

  • Frequency: Monthly
  • Topics or content pillars: Industry updates, energy-saving tips, case studies, and customer stories
  • Segmentation: Based on industry, property size, annual energy costs, and content interactions

Retargeting & Ads

  • Platforms and goals: Google Display Network (remarketing for website visitors), LinkedIn (sponsored content and InMail for targeted demographics)

Social Media and Content

  • Posting frequency: 3-4 times per week on LinkedIn; daily on Twitter
  • Content type or campaign focus: Industry updates, energy-saving tips, case studies, and customer stories

Webinars and Events

  • Suggested cadence or purpose: Quarterly webinars on topics related to energy funding and clean energy upgrades

Other Nurture Channels

  • Chatbot: Implement a Squarespace-compatible chatbot to answer basic questions and gather leads
  • SMS: Consider an SMS campaign to alert leads of new funding opportunities, webinars, and other major updates

3. Sales Conversion Strategy

Sales Process

  • Define a consistent sales process with clear steps, from initial contact to closing
  • Implement CRM best practices in Hubspot for tracking and managing leads
  • Use automated reminders for follow-ups
  • Train staff on consultative selling techniques to build trust and understand customer needs

Sales Assets

  • Create a sales script that integrates the USP in the conversation
  • Develop a pitch deck detailing the benefits of clean energy upgrades
  • Formulate proposal templates that reiterate the commission structure
  • Establish an SOP for the sales process

Testimonials and Case Studies

  • Collect testimonials from satisfied customers and feature them on the website
  • Develop case studies illustrating success stories and business impact
  • Use testimonials and case studies in sales proposals

Conversion Rate Insights

  • Implement conversion tracking in Squarespace and Hubspot
  • Aim for conversion rate improvement month-over-month

Urgency and Offers

  • Develop promotional campaigns linked to seasons or funding deadlines
  • Craft 'now or never' messaging around limited-time funding opportunities
  • Create incentives for quick decision-making

Guarantees and Risk Reversal

  • Highlight the no-risk commission structure in all sales conversations
  • Offer a satisfaction guarantee for the service provided

Shock and Awe

  • Send a personalized note of thanks after an initial meeting
  • Provide valuable research or articles on clean energy to warm leads
  • Distinguish high-potential leads and thank them with a sustainable, branded gift
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email featuring a personalized video introduction.
  • Continue with a kickoff call on energy sustainability and cost-effectiveness.
  • Send a branded welcome kit including an eco-friendly thank you note and clean energy promotional items.

Communication Cadence

  • Bi-weekly project updates through phone calls and email newsletters.
  • Emergency updates (if any) through text messages.

Client Education

  • Set up a website resource hub featuring guides and FAQs on energy retrofit processes.
  • Develop and share explainer videos on effective energy consumption.

Personalized Touches

  • Celebrate energy-saving milestones with a surprise rebate note.
  • Sending eco-friendly birthday cards to the client contacts.
  • Send thank you notes and check-ins every quarter.

Visuals and Documentation

  • Document project progression through a before-and-after photo journal.
  • Send detailed progress recaps and reports after key milestones.

Feedback and Proactive Support

  • Request for feedback after key milestones to identify and address concerns.
  • Set up round-the-clock customer support to resolve queries and issues promptly.

Guarantee or Promise

  • Provide a risk-free policy guaranteeing maximum project funding and reducing operating costs.
  • Communicate a "love it or leave it" approach on clean energy commitment.

Operational Excellence

  • Build an adaptive scheduling system to accommodate client schedules.
  • Maintain communication standards of urgent responses within 2 hours.
  • Ensure top cleanliness and professional appearance of workers on site.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement renewable contracts with automatic renewal reminders
  • Introduce annual package for continued service, discounts for multi-year deals

Upsells & Cross-Sells

  • Offer energy efficiency maintenance services as upsell
  • Cross-sell advanced energy assessment services for larger builds

Bundling & Packaging

  • Create tiered service packages i.e. Basic, Advanced, and Premium - differing in level of support and access to services

Loyalty & Retention Programs

  • Develop a referral program: discount on next project for every client referral

Custom Services and Personalization

  • Offer white-glove service level: personalized project planning, priority service, specialized energy optimization consulting

Pricing Strategy

  • Offer discounts for upfront prepayment and for long-term contracts
  • Trial price reduction for new services, adjust based on uptake and profitability

Customer Data and Insights

  • Leverage CRM to track customer service utilization, recognize opportunity for upselling
  • Analyze customer data to identify churn signals, strategize intervention

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer reduction in future commissions for successful customer referrals
  • Provide new customers referred with additional funding consultancy hours

Shareable Assets

  • Create easy-to-share digital brochures linking directly to Navigate's services
  • Design social media posts focusing on customers' success stories

Timing and Triggers

  • Request referrals post-project completion when customer satisfaction is high
  • Set automated follow-up emails to customers asking for referrals

Client Success Stories

  • Develop an ongoing customer success-stories campaign to maintain engagement and encourage sharing

Referral Contests

  • Launch referral contests rewarding top-referring customers with commission discounts

Partner or Affiliate Programs

  • Initiate partnerships with compatible organisations for an affiliate program

Thank-You Experience

  • Send a thank-you note and small environmental friendly gift to acknowledge successful referrals

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