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On Task Bookkeeping Ltd

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Small to medium-sized businesses in the trades industry based in New Zealand, struggling with cash flow and needing professional bookkeeping and financial management support.

Audience Type

  • B2B
  • Small to Medium-sized businesses in the trade industry

Industries (if B2B)

  • Trades (Plumbing, construction, electrical etc.)

Needs – Primary Buying Considerations

  • Efficient cash flow management
  • Financial clarity for informed decision making
  • Regular profit distributions

Demographics

  • Business Size: Small to Medium (Employee size not specified)
  • Geography: New Zealand
  • Industries: Trades (Plumbing, construction, electrical etc.)

Psychographics

  • Pain Points: Managing cash flow, making informed business decisions, paying staff appropriately
  • Buying Behavior: Willing to invest in a monthly service that delivers clear financial management and benefits
  • Decision-Making Roles:
  • Primary Decision Maker: Business owner or Managing Director
  • Secondary Decision Influencers: Financial executives or managers
  • Support Roles: HR/Payroll, Operations Management

2. My Message to My Target Audience

Refined Elevator Pitch

  • On Task Bookkeeping Ltd empowers small to medium-sized businesses with financial clarity through certified Profit First methodology, enabling them to make informed decisions and manage cash flow with ease.

Understanding Their Pain Points

  • Lack of financial transparency hampers business decision making
  • Their business is stuck in the frustrating cycle of poor cash flow management
  • Struggling to pay themselves properly and feeling the earning is only on paper

Transformation

  • Gaining complete financial clarity and control over the business
  • Enjoying the freedom of paying themselves fairly and taking quarterly profit distributions
  • Transforming their cash-starved business into a profit-making venture without any stress

Unique Selling Proposition (USP)

  • The only Certified Bookkeeping Profit First Professional in New Zealand
  • Provides 1:1 support ensuring personalized service and success
  • Utilizing the Profit First methodology to guarantee a visible, tangible profit

Brand Values & One-Liners

  • 'Turning the page to a profitable future with On Task Bookkeeping'
  • 'Cash flow mastery through certified Profit First methodology'
  • 'Your business clarity, our top accountability'

Tone

  • On Task Bookkeeping Ltd speaks with a tone of professional confidence, reassuring clarity, and entrepreneurial empathy to create a sense of trust and effectiveness.

Hero Text Idea

  • Flag Text: 'New Zealand’s Profit First Certified Bookkeeping'
  • Main Headline: 'Empowering Businesses With Financial Clarity'
  • Sub Headline: 'Join the tribe of profitable businesses. Pay yourself fairly and enjoy tangible profits - not just on paper.'
  • CTA: 'Take Control of Your Finances Now'

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

Website

  • Continue using Wordpress for website services due to its affordable cost and customization.
  • Track conversions or events such as form submissions, newsletter sign-ups, and booked discovery calls.
  • Focus more on mobile optimization as the majority of business owners in NZ access web content on mobile devices.

Social Media

  • Focus on LinkedIn and Facebook, where business owners are highly active.
  • At least 3x weekly posts, including tips on Profit First methodology, client success stories, and financial planning content.

Paid Advertising

  • Prioritize Facebook and Google for ads targeting small to medium-sized NZ businesses looking for financial management solutions.
  • Aim for lead generation campaigns and web traffic redirection.

Content Recommendations

  • Profit First methodology guides, success stories, personal finance management tips for SMEs, and interviews with successful clients.

Directories

  • Get listed in local NZ directories such as Finda, HotFrog, and NZPages.
  • Join business networks such as NZ Small Business Network and BusinessNZ.

Partnerships & Outreach

  • Partner with local chambers of commerce, trade associations, and coworking spaces which members include SMEs.

SEO and Content

  • Prioritize blog articles on Profit First methodology, business financial management, and bookkeeping tips.
  • Invest time into keyword research and competitor analysis to improve organic visibility.

Offline and Local Media

  • Participate in local fairs, financial education events, and business networking meet-ups.
  • Look for opportunities for media interviews or features in local business news sections.

Online Events

  • Host webinars on Profit First methodology, cash flow management, etc., to increase visibility and establish authority.

Online Networking

  • Join NZ business forums and Facebook groups, offering financial management advice and answering related queries.

Cold Outreach

  • Building a LinkedIn connection with local SME owners and stakeholders, offering free initial financial consultations.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Profit First Methodology PDF guide
  • Financial Clarity Checklist for trade businesses
  • Net profit margin calculator for trade businesses

Tripwire Offer

  • Low-cost initial consultation and quick financial checkup
  • Basic cash flow management workshop

Welcome Sequence

  • Email automation welcoming new leads, sharing company values, and the importance of Profit First methodology
  • Personalized emails explaining how the service can help their specific industry
  • Email sharing case studies of successful clients

Segmentation

  • Segment leads based on industry (plumbing, electrical, etc.)
  • Segment leads who downloaded the lead magnet but didn't book the discovery call

Chatbot and Automation

  • Set up a chatbot on the website for instant financial inquiries
  • Automate data transfer from chatbot to a CRM
  • Automate lead nurturing emails to those who interacted with chatbot but didn't convert

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: ActiveCampaign for its sales automation and segmentation features

Sales CRM

  • Recommended platform: Pipedrive for its intuitive pipeline management features

Automated Follow-Ups

  • Post-discovery call follow-up
  • After proposal delivery, reminder emails
  • Post-completion thank you email and request for a testimonial
  • Reactivation emails for clients who haven't engaged in a while
  • Frequency: Triggered by the respective stage in customer journey

Newsletter

  • Frequency: Bi-weekly
  • Topics: Success stories, Profit First tips, Financial management insights
  • Segmentation: By industry (Plumbing, Construction, Electrical, etc.)

Retargeting & Ads

  • Platform: Google Ads, Facebook Ads targeting SMEs in trades struggling with cashflow

Social Media and Content

  • Posting frequency: Tri-weekly on LinkedIn and Facebook
  • Content: Tips on Profit First Methodology, Success Stories, Financial Planning content

Webinars and Events

  • Bi-monthly Financial Management webinars

Other Nurture Channels

  • Chatbot on the website for immediate resolution of simple queries

3. Sales Conversion Strategy

Sales Process

  • Time-bound call scheduling to infuse urgency and respect for each other's time
  • Simplified proposal forms highlighting unique selling proposition and core benefits
  • Regular follow-up through personalized emails or phone calls after proposal sending
  • Staff member taking over should introduce themselves to maintain the personal touch

Sales Assets

  • Develop a clear SOP for every stage of the sales process
  • Create objection handling scripts specifically addressing cash flow management concerns
  • Build a visually appealing and easy-to-understand proposal template highlighting Profit First approach

Testimonials and Case Studies

  • Request testimonials at strategic stages of service delivery, such as after successful Profit First Implementation
  • Use testimonials in proposals, presentations, and prominently on the website

Conversion Rate Insights

  • Setup conversion tracking in CRM once it's implemented
  • Aim to improve conversion rates incrementally through continuous refinement of proposals and objection handling

Urgency and Offers

  • Introduce time-bound promotional offers, such as discounted rates for the first month
  • Emphasize on immediate cash flow improvement to spur timely action

Guarantees and Risk Reversal

  • Offer a 'Profit First' or month free guarantee if no tangible improvement in cash flow is observed

Shock and Awe

  • Deliver a welcome gift to new customers, such as a copy of 'Profit First' book or a personalized note
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Clients receive a welcome email explaining next steps and introducing their main point of contact.
  • Kickoff call is arranged to walk the client through the Profit First methodology, answer questions, and gather necessary information.
  • Set-up of client accounts on relevant financial software (e.g. Xero), ensuring client accessibility to ongoing financial data.

Communication Cadence

  • Weekly email updates on task progress and financial changes.
  • Monthly video call to review the financial health of the business, update on any changes, and discuss any concerns.

Client Education

  • E-guide on Profit First methodology for easy reference.
  • FAQ section on website, covering common financial management topics and software use.
  • Access to an online library of financial management resources, tailored for trade businesses.

Personalized Touches

  • Anniversary note marking client engagement with a quick review of their profit growth since they joined.
  • Birthday surprise: Personal email from the On Task Bookkeeping team, with a small, NZ-themed digital gift (e.g., a local e-cookbook, or vouchers to NZ coffee chains).

Visuals and Documentation

  • Quarterly progress report showing financial improvements, using easy-to-understand visuals (graphs, pie charts).
  • Digital ‘health scorecard’ updated each month showing a snapshot of the client's financial standing.

Feedback and Proactive Support

  • Bi-annual survey for client feedback, followed by personalized email addressing noted concerns or thanking for positive comments.
  • Designated point of contact always available during business hours for support requests or concerns.

Guarantee or Promise

  • 'Love it or leave it' guarantee: If unsatisfied after three months, clients can end the agreement free of charge.

Operational Excellence

  • Clear, proactively communicated scheduling for meetings and calls to accommodate differing time zones within New Zealand.
  • All team members adhere to a 'dress code' for video calls: professional attire and an uncluttered background.
  • Communication guided by 'always on time, always on task' principle: timely responses, consistent delivery, and accuracy in all interactions.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Develop annual contracts with discounted pricing for longer term commitment

Upsells & Cross-Sells

  • Introduce Profit First advanced training courses as an upsell
  • Offer financial review consultations as a cross-sell

Bundling & Packaging

  • Create bundles of bookkeeping services with cash flow management training at tiered prices

Loyalty & Retention Programs

  • Implement referral rewards program for existing customers referring new ones

Custom Services and Personalization

  • Provide white-glove bookkeeping service for higher-tier customers, offering a personalized manager for their account

Pricing Strategy

  • Offer promotional discounted rates for annual payments
  • Introduce tiered pricing for bundled services

Customer Data and Insights

  • Acquire a CRM to track customer engagement, identify views and purchases of upsells/cross-sells, and recognize churn signals

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a 10% discount on their next monthly bill for referrers
  • Give 20% off the first month's fee to referees

Shareable Assets

  • Create social media posts celebrating successful client partnerships
  • Design referral cards that clients can hand out to peers

Timing and Triggers

  • Prompt for referrals after presenting positive quarterly results to the client
  • Train staff to ask for referrals during the testimonial request process

Client Success Stories

  • Regularly collect and feature client testimonials on social media and the website
  • Encourage clients to share their success stories within their networks

Referral Contest

  • Run biannual referral contests with a free month of bookkeeping as the prize

Partner or Affiliate Programs

  • Establish partnerships with local trade associations to refer members

Thank-You Experience

  • Send a personalized thank-you note and a small gift to top referrers
  • Publicly recognize frequent referrers on social media

Take Your Marketing Plan to the Next Level

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