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People Plus Purpose

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • The primary target market for People Plus Purpose is small to medium-sized businesses owners, particularly in the professional and healthcare sectors such as dental and optometry, who are facing issues scaling their business due to people-related problems.

Audience Type

  • B2B
  • Owners of businesses, particularly in the professional and healthcare realms

Industries (if B2B)

  • Professional services
  • Healthcare, particularly dental and optometry

Needs - Primary Buying Considerations

  • Need assistance managing human resources-related issues
  • Looking to improve profitability and reduce stress and turnover

Demographics

  • Age Range: Not specified
  • Gender: Not specified
  • Geography: United States
  • Income Level: Businesses with a monthly revenue of $10k - $30k
  • Profession: Business owner, particularly in professional and healthcare services
  • Business Size: Small to medium-size businesses

Psychographics

  • Lifestyle: Busy, facing challenges with business scaling
  • What they value: Resolution to their people and scaling issues
  • Pain Points: High stress and turnover, low employee engagement
  • Buying Behavior: Looking for personalized solutions to people-related problems
  • Decision-Making Roles:
  • Primary Decision Maker: Business owner
  • Secondary Decision Influencers: Not specified
  • Support Roles: Not specified

2. My Message to My Target Audience

Refined Elevator Pitch

  • People Plus Purpose relieves growing businesses of people-related stress and engagement issues, fortifying leadership and team dynamics via our unique Core-Four strengths-based assessments. We empower businesses to bolster profitability and fulfillment, ensuring less turnover and paving the way for sustainable growth.

Understanding Their Pain Points

  • Inadequate employee engagement and high staff turnover
  • Constrained by stagnant growth and personnel issues
  • Struggling to scale past early stages of business development

Transformation

  • Enhanced leadership and strengthened team cohesion
  • Reduced stress levels with increased profits and job satisfaction
  • Post-purchase improvements include sustainable and scalable business growth

Unique Selling Proposition (USP)

  • Excels due to a personalized approach, unblocking obstacles to growth
  • Core-Four strengths-based assessments offer exclusive insight
  • Superior to competitors by employing expert 1:1 or small group support and high-touch customer service

Brand Values & One-Liners

  • Unlock your team’s potential with People Plus Purpose
  • Accelerate growth and reduce turnover with personal strength assessments
  • Building sustainable organizations, one leader at a time

Tone

  • People Plus Purpose's tone is empowering, supportive, and focused on growth. We aim to instill confidence and inspire positive change in our clients.

Hero Text Idea

  • Flag Text: Scaling Businesses the Human Way
  • Main Headline: Optimize Teams, Maximize Profit
  • Sub Headline: Our unique Core-Four strengths-based assessments transform your team’s dynamic for sustained growth.
  • CTA: Get Started with People Plus Purpose Today

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

Website

  • Implement Google Analytics to track user behaviour and conversions
  • Mobile-first design optimization owing to the increasingly mobile nature of business owners

Social Media

  • LinkedIn: Build credibility and engage with business owners through thought leadership articles, 2-3 times per week
  • Instagram: Showcase client testimonials and success stories, once a week

Paid Advertising

  • LinkedIn Sponsored Content targeted at business owners in healthcare (dental and optometry)
  • Google Ads with focus on high-intent keywords related to leadership training and team management

Content Recommendations

  • Blog posts on 'The Role of Leadership in Reducing Turnover', 'Building Engagement in a Growing Team'

Podcasts

  • Appear on industry specific podcasts like 'The Dentalpreneur Podcast', 'The Professional Services Leadership Initiative'

Directories

  • Get listed in popular B2B directories like Better Business Bureau, Yelp Business

Publications

  • Collaborate with magazines known to your target audience such as 'Inc.', 'Entrepreneur'

Partnerships & Outreach

  • Partner with local business organizations such as Chamber of Commerce
  • Collaborative programs with professional coaching services, sharing a similar target audience but not directly competing

SEO and Content

  • Focus on keywords around 'leadership training', 'team management solutions', prioritizing local SEO strategies for the healthcare industry

Offline and Local Media

  • Sponsor local business events relevant to healthcare professionals
  • Regular seminar sessions at local business hubs or coworking spaces

Online Events

  • Host a bi-monthly webinar on topics such as 'Reducing Employee Turnover', 'Enhancing Team Engagement' targeting business owners in the healthcare industry

Online Networking

  • Participate in relevant LinkedIn groups, and business owner-focused forums

Cold Outreach

  • Connect with healthcare business owners on LinkedIn, providing high-value content and initiating sales conversations
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • "Mastering People Management: A Comprehensive Guide for Small Business Owners"
  • "Core Four Strengths Assessment Test"
  • "5 Signs Your Leadership style May Be Causing High Turnover Webinar"

Tripwire Offer

  • Discounted first-time group assessment for the leadership team
  • One-time coaching session at a lower rate

Welcome Sequence

  • Automated email introducing them to People Plus Purpose services
  • Follow up email with the lead magnet and outlining next steps
  • An invitation to schedule a call after three days

Segmentation

  • By Industry: healthcare, professional services
  • By Role: business owner or key leader
  • By Business Size: small to medium

Chatbot and Automation

  • Implement CRM with chatbot for automatic responses to common inquiries
  • Use automation for lead nurturing emails or reminders for scheduled calls

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: Zoho CRM due to cost-effectiveness and automation capacities

Sales CRM

  • Recommended platform considering size and revenue: HubSpot Sales Hub

Automated Follow-Ups

  • Type: Initial welcome email post sign-up, post-assessment, and webinar follow-up
  • Triggers: signing up, completing assessment, webinar attendance

Newsletter

  • Monthly frequency covering topics like leadership improvement, stress reduction, scalable growth strategies

Retargeting & Ads

  • LinkedIn remarketing to target business owners in healthcare
  • Google Ads for search campaign optimization

Social Media and Content

  • Posting 2-3 times weekly on LinkedIn featuring thought leadership articles
  • Weekly Instagram posts for client testimonials and success stories

Webinars and Events

  • Conduct bi-monthly webinars on topics beneficial to business owners in healthcare

Other Nurture Channels

  • Implement chatbot for immediate responses using Zoho SalesIQ
  • Use SMS for reminders about scheduled calls and upcoming webinars

3. Sales Conversion Strategy

Sales Process

  • Phone conversation to understand the prospects needs and desired outcomes.
  • Create a defined follow-up plan after the phone call, automated email reminders.
  • Use a CRM to track lead status and automate follow-ups.

Sales Assets

  • Develop a script for the initial phone conversation.
  • Create a standard proposal template that can be personalised.
  • Develop a pitch deck to showcase the service.
  • Document a sales SOP that outlines the sales process from lead to conversion.

Testimonials and Case Studies

  • Start collecting testimonials from happy clients.
  • Develop one or two detailed case studies of successful client engagements.
  • Showcase testimonials on website and include case studies in proposals.

Conversion Rate Insights

  • Set up analytics to track conversion rate.
  • Regularly review and make adjustments to improve conversion rate.

Urgency and Offers

  • Offer a limited-time discount on the assessment for new clients.
  • Develop a "fast mover" incentive for prospects who sign up within a certain timeframe after the proposal.

Guarantees and Risk Reversal

  • Offer a satisfaction guarantee to reduce the perceived risk for new clients.

Shock and Awe

  • Send prospects a personalised note and a small token of appreciation (like a book) post-proposal.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Send a personalized welcome email upon sign-up
  • Provide a Core-Four strengths-based assessment overview
  • Dedicate a kickoff call to understand their unique business needs

Communication Cadence

  • Weekly status updates via email or phone calls
  • Monthly in-depth progress reports

Client Education

  • Share periodic guides and tips on leadership and team building
  • Offer online training sessions for new assessment features

Personalized Touches

  • Send handwritten thank-you notes post kickoff call
  • Celebrate milestones (e.g., assessment completion) through personalized emails or small gifts

Visuals and Documentation

  • Provide progress reports with detailed assessment results and actionable insights
  • Share before-after comparisons of team dynamics

Feedback and Proactive Support

  • Conduct quarterly satisfaction surveys
  • Offer prompt support via email or phone, aiming for under 12-hour responses

Guarantee or Promise

  • Offer a 'satisfaction or re-assessment' guarantee

Operational Excellence

  • Stick to scheduled appointments and deadlines, ensuring punctuality
  • Maintain consistency in communication guidelines and service delivery

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce a yearly subscription model with prepay discounts to encourage long-term commitment.
  • Offer automatic renewals with discounted prices on Core-Four assessments.

Upsells & Cross-Sells

  • Upsell additional assessments for the entire team alongside leadership assessments.
  • Cross-sell collaborative programs with industry experts as special add-ons to the existing service.

Bundling & Packaging

  • Create bundled packages that include assessments, 1:1 coaching, and leadership certification programs.
  • Offer discounted pricing for high-volume assessment purchases.

Loyalty & Retention Programs

  • Develop a point-based loyalty system for repeat assessments or coaching sessions.
  • Offer exclusive benefits or discounts for businesses who renew or purchase large volume services.

Custom Services and Personalization

  • Provide custom solutions tailored to specific business needs as a premium service.
  • Offer comprehensive packages that include assessment, coaching, and certification training.

Pricing Strategy

  • Implement Volume-based pricing for businesses who apply Core-Four assessments across their entire team.
  • Position premium-priced custom packages as high appraisal, high-return solutions.

Customer Data and Insights

  • Implement a CRM system to track customer engagement and identify churn risk.
  • Use data gathered to guide personalized upselling or cross-selling opportunities.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer discounted or free assessments for referrals to business owners.
  • Referees get exclusive access to leadership webinars.

Shareable Assets

  • Develop referral cards highlighting the USP and offer.
  • Create video testimonials to be shared on social media by current clients.

Timing and Triggers

  • Request referrals after successful completion of the 6-month program.
  • Automate email request for referrals after 3 months of client engagement.

Client Success Stories

  • Collect testimonials and case studies and share on website and social channels.

Referral Contests

  • Quarterly referral contests with free assessments or coaching sessions as rewards.

Partner or Affiliate Programs

  • Establish collaborative partnership programs with professional and healthcare networks.

Thank-You Experience

  • Send handwritten thank-you notes for each referral.
  • Host an annual appreciation event for top referrers.

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