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Pink Moon

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Pink Moon aims to reach Arabic women, aged 18-65, seeking to improve their health and lifestyle through Yoga and Ayrovida.

Audience Type

  • B2C
  • Arabic-speaking women interested in health-improvement activities

Needs – Primary Buying Considerations

  • Want a friendly and culturally-familiar place to learn Yoga
  • Seeking better health and easier life

Demographics

  • Age Range: 18-65
  • Gender: Female
  • Geography: Saudi Arabia
  • Income Level: Middle to High (Able to afford $1,001 - $5,000 courses)
  • Profession: Varies, but likely to have disposable income

Psychographics

  • Lifestyle: Health-conscious, interested in personal development
  • What they value: Cultural familiarity, health improvement
  • Pain Points: Limited options for Arabic-speaking yoga courses
  • Buying Behavior: Personal recommendation is a key driver

Decision-Making Roles (B2C)

  • Primary Decision Maker: Individual
  • Secondary Decision Influencers: Friends' recommendations
  • Support Roles: Not specified

2. My Message to My Target Audience

Refined Elevator Pitch

  • Pink Moon offers Arab women an opportunity to improve their health and enjoy a better, easier life through our exclusive, Yoga Alliance-accredited yoga and Ayurveda courses.

Understanding Their Pain Points

  • Lack of culturally sensitive and accessible health improvement options
  • Struggle in finding accredited, advanced yoga classes in Arabic
  • Difficulty adapting to hectic lifestyles without integrated wellbeing strategies

Transformation

  • Improved overall health and wellbeing
  • Elevated peace of mind and stress levels
  • Transformation into a more fulfilling and effortless lifestyle

Unique Selling Proposition (USP)

  • The only Arabic yoga school accredited by the Yoga Alliance
  • Tailored learning paths with advanced courses for ongoing improvement
  • Harnessing ancient practices for modern wellbeing in a culturally relevant way

Brand Values & One-Liners

  • 'Revitalize your wellbeing with certified Arabic yoga courses'
  • 'Tradition meets accreditation in your yoga journey'
  • 'Embrace a better, easier life with Pink Moon'

Tone

  • Pink Moon emanates a harmonious blend of authenticity, cultural sensitivity, and empowering energy. We aim to inspire serenity, strength, and balanced living within our clients.

Hero Text Idea

  • Flag Text: 'Saudi Arabia's First Accredited Yoga School'
  • Main Headline: 'Cultivate Wellbeing with Pink Moon'
  • Sub Headline: 'Embark on a transformative journey through our accredited Yoga and Ayurveda courses tailored uniquely for Arab women. Elevate your health, ease your life.'
  • CTA: 'Start Your Journey Today'

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

Website

  • Continue to build website on existing platform
  • Track conversions on course sign-ups
  • Focus on mobile optimization due to prevalent mobile usage in target audience and region

Social Media

  • Focus on Instagram for engaging with target audience; frequency: 3-4 times per week
  • Highlight testimonials, student transformations, behind-the-scenes content, and mini class snippets
  • Create a YouTube channel for longer instructional videos or short introduction videos to different types of Yoga

Paid Advertising

  • Utilize Google AdWords targeting keywords specific to 'Arabic Yoga classes'
  • Use Facebook and Instagram ads targeting women aged 18-65 in Saudi Arabia who have interests in health and wellness

Content Recommendations

  • Blog posts/ social media content on benefits of Yoga for stress relief
  • Tips for integrating Yoga into a daily routine
  • Success stories of previous students

Podcasts

  • Partner with the 'Wellness Mama' podcast for guest speaking about the importance of Yoga
  • Research local Arabic health and wellness podcasts for guest appearances

Directories

  • Get listed on 'Arabian Wellness & Lifestyle Management'
  • Consider listing on 'Wellness Living's' Yoga studio directory

Publications

  • Reach out to 'Women's Health Middle East' for features or guest articles
  • Seek a feature in 'Yoga Journal's international section

Partnerships & Outreach

  • Partner with local health clinics or wellness centers for potential promotional partnerships or bundles
  • Outreach to community centers for potential classes or workshops

SEO and Content

  • Optimize website and blog content for keywords related to 'Arabic Yoga'
  • Publish regular blog posts discussing Yoga and Ayurveda benefits

Offline and Local Media

  • Posters or flyers in local health stores, community centers, gyms
  • Consider hosting Yoga events or workshops
  • Pitch to local TV/radio wellness segments for interviews or features

Online Events

  • Host an introduction to Yoga webinar

Online Networking

  • Become active in local Facebook wellness groups
  • Engage in popular health-conscious forums such as 'Wellness Mama Community'

Cold Outreach

  • Leverage Email to reach out to potential partners
  • Outreach to previous customers asking for referrals
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Yoga Sequence Guide tailored to Arabic women
  • Yoga Beginner's 101 Webinar
  • Quiz: 'Which Yoga Style Suits You?' with personalized courses recommendations

Tripwire Offer

  • Introductory Basic Yoga Course at a reduced rate
  • First-time customer discount on any course

Welcome Sequence

  • Welcome email highlighting the benefits of a Pink Moon membership
  • Follow up email giving a brief overview of the course chosen
  • Third email providing health tips and promoting advanced courses

Segmentation

  • Tag leads based on the quiz results
  • Track user interactions and enrollments on the website for personalized communication

Chatbot and Automation

  • Implement a chatbot on the website to answer initial queries and capture email addresses
  • Use automation for simplified course booking and sending course materials

2. My Lead Nurturing System

Marketing & Sales CRM

  • Recommended Platform: HubSpot CRM, appropriate for their revenues and needs
  • Automation Capabilities: Email automation, sales pipeline tracking, audience segmentation

Automated Follow-Ups

  • Post Course Completion: A series of automations congratulating and asking for reviews
  • Abandoned Cart: Reminding potential customers of their interest in the course
  • Frequency: Triggered based on specific actions

Newsletter

  • Frequency: Monthly
  • Topics: Success stories, health tips, upcoming courses
  • Segmentation: Based on their interest (specific course or general wellness)

Retargeting & Ads

  • Platforms: Google AdWords, Facebook, Instagram
  • Goals: Increase brand recognition, engage with prospects regularly

Social Media and Content

  • Posting Frequency: At least 3 times a week on Instagram
  • Content Type: Testimonials, student transformations, mini yoga sessions

Webinars and Events

  • Suggested Cadence: Quarterly webinars introducing yoga and ayrovida

Other Nurture Channels

  • WhatsApp: For immediate inquiries and booking confirmations
  • Chatbot: To answer initial queries and capture emails
  • SMS: Reminder for courses and events

3. Sales Conversion Strategy

Sales Process

  • Evaluate current informal sales process based on customer referrals
  • Define clear steps: Awareness, Engagement, Lead capture, Follow-up, Conversion
  • Train staff on recognizing and nurturing leads throughout the process

Sales Assets

  • Create a standard proposal template outlining course details, benefits, and pricing
  • Develop objection-handling scripts for common concerns related to cost or time commitments

Testimonials and Case Studies

  • Solicit testimonials from satisfied customers, particularly if they experienced significant health improvements
  • Display testimonials prominently on the website and in marketing materials

Conversion Rate Insights

  • Set a goal to convert a specific percentage of leads to customers each month
  • Monitor conversion rates and adjust strategy as needed

Urgency and Offers

  • Offer early bird discounts for new courses to encourage quick sign-ups
  • Create time-bound promotions for slower months to maintain steady enrollment

Guarantees and Risk Reversal

  • Provide a satisfaction guarantee with options for course credit or refunds

Shock and Awe

  • Send personalized welcome emails to new customers with bonus content, such as a pre-course yoga routine pdf
  • Reward successful referrals from existing customers with discounted future courses
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Formal welcome email in Arabic celebrating their new journey towards wellness
  • Personalized welcome kit with starter yoga materials, and a course timetable
  • Clear communication of expectations and next steps for the course

Communication Cadence

  • Weekly emails with course updates, yoga tips, and wellness practices
  • Real-time queries addressed via direct phone calls, SMS or WhatsApp

Client Education

  • Bi-weekly yoga video sessions fostering better understanding
  • FAQs and detailed guides on Yoga and Ayurveda in Arabic

Personalized Touches

  • Celebrating student milestones with badges or certificates
  • Sending birthday messages with a wellbeing wish or positive affirmation
  • Small welfare check-ins to create a supportive and caring community

Visuals and Documentation

  • Displaying before and after transformation stories of past students
  • Regular progress reports to each student

Feedback and Proactive Support

  • Bi-monthly surveys for class feedback to improve future sessions
  • Follow-up calls to resolve issues and incorporate suggestions

Guarantee or Promise

  • Refund policy for students dissatisfied after the initial sessions
  • Promise of a healthier, easier lifestyle

Operational Excellence

  • Strict adherence to class schedule timings
  • Neat and clean attire mandatory for staff
  • Prompt and kind communication with students

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer semi-annual and annual contracts with a slight discount to encourage longer engagements

Upsells & Cross-Sells

  • Develop advanced yoga courses as upsell options for existing students
  • Introduce complementary Ayrovida courses as cross-sell opportunities

Bundling & Packaging

  • Provide bundled offer of yoga and Ayrovida courses at a discounted rate

Loyalty & Retention Programs

  • Introduce a referral program, where existing customers can earn discounts or free classes for referring new students

Custom Services and Personalization

  • Create personalized yoga routines for higher-paying customers looking for more customized experiences

Pricing Strategy

  • Encourage long-term commitment by offering sliding scale discounts based on contract length

Customer Data and Insights

  • Use simple tools like Google Forms or SurveyMonkey for gathering customer feedback and data, to identify areas of improvement and potential growth opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a discount on next course for both referrer and referee

Shareable Assets

  • Ready-to-post social media images highlighting benefits of courses
  • Customizable email templates that a satisfied customer can share

Timing and Triggers

  • After customers complete a course and give positive feedback
  • Automated email reminders 3 months and 6 months post-course completion

Client Success Stories

  • Feature quotes, testimonials, and progress pictures on Pink Moon’s website
  • Monthly social media posts to highlight successful yoga journey

Referral Contests

  • Reward the highest referrer every quarter with free advanced course

Partner or Affiliate Programs

  • Collaborate with local women’s health & wellbeing influencers for reviews and promotions

Thank-You Experience

  • Send a personalized thank-you note for every successful referral
  • Acknowledge top referrers on Pink Moon's website and social media channels

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