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QualGroup

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • QualGroup targets Facilities or Office Managers, Practice Managers, or Property Managers in New Zealand who strive to maintain high hygiene standards in their offices, schools, healthcare centres, or public spaces.

Audience Type

  • B2B
  • Key customer segments: Corporate Offices, Healthcare Facilities, Schools, Public Buildings

Industries (if B2B)

  • Corporate Services
  • Healthcare
  • Education
  • Government

Needs – Primary Buying Considerations

  • Consistent cleanliness of workplace
  • High hygiene standards
  • Reliable and responsive cleaning service
  • Transparency and good communication

Demographics

  • Age Range: Not specified
  • Gender: Not specified
  • Geography: New Zealand
  • Income Level: Not specified
  • Profession: Facilities or Office Manager, Practice Manager, Property Manager
  • Business Size: Large (due to the need for ongoing, extensive cleaning services)

Psychographics

  • Lifestyle: Ethically and health-conscious
  • What they value: Professionalism, reliability, communication
  • Pain Points: Maintaining high cleanliness standards consistently, dealing with unreliable cleaning providers
  • Buying Behavior: Long-term contracts, values scientifically-backed services
  • Decision-Making Roles:
  • Primary Decision Maker: Facilities/office manager or equivalent
  • Secondary Decision Influencers: Senior Management
  • Support Roles: Administrative staff

2. My Message to My Target Audience

Refined Elevator Pitch

  • QualGroup provides New Zealand businesses with a consistently clean, healthy and productive workplace through our unique High-Performance Cleaning method, so they can boost productivity, maintain a top-notch image, and protect employee wellbeing.

Understanding Their Pain Points

  • Inconsistent and subpar cleaning results
  • Struggle to uphold hygiene standards for staff and visitors
  • Difficulty finding a reliable cleaning service that understands their specific needs

Transformation

  • Enhancement of company image through consistently clean and healthy spaces
  • Improvement of staff morale and productivity due to a higher level of cleanliness
  • Confidence and peace of mind knowing their cleaning program is competent and reliable

Unique Selling Proposition (USP)

  • High-Performance Cleaning method combining hospital-grade hygiene with ethical practices
  • Qualified nurse-led team specializing in infection control
  • Reliable service validated by transparent monthly reports and UV-light or ATP testing

Brand Values & One-Liners

  • "Elevating standards with High-Performance Cleaning."
  • "From clean workplaces to healthier individuals."
  • "Your productivity is our priority."

Tone

  • QualGroup’s brand personality exudes competence, reliability, and a strong consideration for health and safety. We aim to instill a feeling of trust, satisfaction and assuredness in our customers.

Hero Text Idea

  • Flag Text: "Commercial Cleaning – New Zealand"
  • Main Headline: "Delivering Cleaner, Healthier Workspaces Every Day"
  • Sub Headline: "Experience our High-Performance Cleaning system – pairing hospital-grade hygiene with eco-friendly methods to transform your workplace."
  • CTA: "Start Your 90-Day Risk-Free Trial Today!"

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

Website

  • Continue to optimize the Wordpress website for mobile and desktop audiences
  • Track conversions of the 90-Day Risk-Free Trial and Satisfaction Guarantee sign-ups

Social Media

  • LinkedIn: Target Facilities and Office Managers, 2 posts per week highlighting HPC methodology
  • YouTube: Monthly video showcasing cleaning process and results
  • Facebook: Boost reach with community-oriented posts about Cleaning for Purpose initiative
  • Instagram: Biweekly posts showcasing before-and-after cleaning transformations

Paid Advertising

  • Google Ads: Continue with previous success, focus on keywords around commercial cleaning and hygiene standards for workplaces
  • LinkedIn Ads: Targeted sponsored content to reach relevant professionals
  • Facebook Ads: Use geographically-targeted ads to reach businesses in New Zealand

Content Recommendations

  • Case studies showcasing successful partnerships and improvements in hygiene
  • Blog posts about the science behind the HPC method
  • Guide on maintaining workplace cleanliness

Podcasts

  • Look to feature on B2B and facility management related podcasts like 'The Facilities Management Podcast' and 'New Zealand Business Podcast'

Directories

  • Get listed on New Zealand’s leading online directory Yellow, Yelp, and on B2B marketplace, Kompass

Publications

  • Seek features in local publications like 'NZBusiness', 'Facility Management Magazine' and 'Office & Workplace Magazine'

Partnerships & Outreach

  • Connect and form partnerships with local businesses, hospitals, schools, and public facilities
  • Regularly attend networking events focused around facility management and corporate services
  • Sponsor local business events to gain brand visibility

SEO and Content

  • Continuously update blog with keywords related to 'High-performance cleaning', 'hospital-grade cleaning', and 'office hygiene'

Offline and Local Media

  • Sponsor local healthcare and education events
  • Billboards near major business districts
  • Radio ads on stations popular with full-time workers

Online Events

  • Host webinars on importance of maintaining workplace hygiene and how our HPC method can help

Online Networking

  • Participate in LinkedIn groups related to Facilities Management
  • Engage with potential customers on forums like 'CleaningTalk' and 'Workplace Wellness NZ' forum

Cold Outreach

  • Reach out via LinkedIn and Email to the decision-makers in businesses who match with your target customer profile
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Ultimate Guide to Maintaining a Hygienic Workplace': A comprehensive resource to position QualGroup as experts in the field.
  • 'Impact of Cleanliness on Productivity': An informative, research-based report.
  • '5 Things to Look for in Your Commercial Cleaning Partner': Insider tips to help decision makers choose wisely.

Tripwire Offer

  • 'One-Time Deep Cleaning': A low-commitment test of the HPC methodology.
  • 'Office Hygiene Audit': A free, comprehensive assessment of workplace cleanliness.

Welcome Sequence

  • Welcome Email: Introduce clients to QualGroup, encourage usage of communication book.
  • Second Email: Highlight the HPC methodology, provide tips for maintaining cleanliness in between cleanings.
  • Third Email: Provide case studies of previous improvements using HPC.

Segmentation

  • Segment leads based on business type (corporate offices, healthcare, education, public buildings).
  • Further segment within categories on size of premises (small, medium, large).

Chatbot and Automation

  • Implement a chatbot on the website to handle preliminary inquiries.
  • Use automation to capture lead information and automatically distribute relevant lead magnets.

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Hubspot
  • Automation capabilities: Segmentation, drip campaigns, lead scoring, analytics
  • Recommended improvements: Implement chat and email bot for 24/7 support and lead capture

Sales CRM

  • Current platform: Hubspot
  • Pipeline tracking or handoff process: Enquiry received → qualification → site audit → Proposal & Presentation → Follow-Up → Onboarding → Ongoing Partnership
  • Recommended upgrades: None

Automated Follow-Ups

  • Types of automations: Welcome sequence, lead magnet delivery, proposal follow-ups
  • Frequency or triggers: Triggered by form submissions, proposal delivery, specific website actions

Newsletter

  • Frequency: Monthly
  • Topics: Cleaning tips, case studies, team updates
  • Segmentation: Based on client type (corporate, healthcare, education, government)

Retargeting & Ads

  • Platforms: Google Ads for search intent, LinkedIn Ads for professional targeting, Facebook Ads for broader reach
  • Goals: Increase brand visibility, retarget website visitors, promote lead magnets and trial offers

Social Media and Content

  • Posting frequency: Biweekly on LinkedIn, Instagram, and Facebook
  • Content focus: Behind-the-scene, cleaning transformations, team updates, Cleaning for Purpose initiative

Webinars and Events

  • Suggested cadence: Quarterly webinars on topics related to office cleaning and workplace hygiene

Other Nurture Channels

  • Reinforce customer relationships with training, quality checks, monthly reports, and improvement meetings
  • Implement SMS automation for important updates, reminders or follow-ups

3. Sales Conversion Strategy

Sales Process

  • Streamline lead capture process by integrating Google Ads with HubSpot CRM
  • Build fast-response system to follow-up within 48 hours of enquiry receipt
  • Automate site-audit requests and proposal delivery to reduce manual effort
  • Generate tasks and reminders in HubSpot for timely follow-ups by Vijo or Antony

Sales Assets

  • Create standardised proposal template highlighting scope, pricing, HPC methodology, and guarantees
  • Develop objection-handling script for concerns regarding cost, cleaning methods, and team reliability
  • Design visual aids demonstrating the HPC system, infection reduction, and sustainability features

Testimonials and Case Studies

  • Collect video testimonials during on-site quality checks or during feedback sessions
  • Create case studies from successful cleaning projects, showing before-after transformations and impact
  • Showcase testimonials and case studies on website, in proposals, and on social media

Conversion Rate Insights

  • Use HubSpot to track conversion from enquiry to paying customer
  • Benchmark against industry averages and aim for continuous improvement

Urgency and Offers

  • Promote 90-Day Risk-Free Trial in all communications (Adverts, site, proposals)
  • Showcase Satisfaction Guarantee and Same-Day Response commitment as trust builders
  • Develop rotational offers like 'Early Bird Discounts' or 'Referral Bonuses' to motivate quick action

Guarantees and Risk Reversal

  • Communicate guarantees prominently, like money-back guarantee and satisfaction guarantees
  • Develop 'Re-clean Commitment' message to overcome objections and demonstrate service confidence

Shock and Awe

  • Deliver a Welcome Pack post-contract signing, featuring treats like branded drinkware or eco-friendly stationery
  • Surprise top clients with an annual gift expressing gratitude — a quality hamper, relevant book, or unique local product
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome email from QualGroup leadership.
  • Kickoff call to run through HPC methodology and to set expectations.
  • On-site meeting to introduce the cleaning team and handover the branded Communication Book.

Communication Cadence

  • Two-way ‘Communication Book’ for daily updates and rapid feedback.
  • Monthly performance and improvement meetings with managers.
  • Quarterly ‘Cleaning Insights’ newsletters with hygiene tips for managers and employees.

Client Education

  • On-site training on High-Touch-Point (HTP) infections control for all staff.
  • Email series on how to maximize the cleaning program’s impact on productivity and wellbeing.
  • Understanding Cleaning Reports guide added to the Client Portal.

Personalized Touches

  • Thank you card after the first month of service.
  • Celebrate one-year partnership with a small plant for the client’s office.
  • Birthdays recognized with eco-friendly gifts.
  • Check-ins on milestone dates like the start of flu season.

Visuals and Documentation

  • Before and after photos captured during the initial deep clean.
  • Example of a filled-out Communication Book shared as a best practice.
  • Monthly Quality Reports with UV-light or ATP testing results.

Feedback and Proactive Support

  • Feedback seeking emails sent twice a year.
  • Immediate response to issues raised in the Communication Book – documented and tracked.
  • Satisfaction Guarantee – re-cleaning any area that doesn’t meet expectations.

Guarantee or Promise

  • 90-Day Risk-Free Trial to experience the service before committing long term.
  • Same-Day Response Commitment or client receives a free coffee voucher.

Operational Excellence

  • Scheduling made to fit client preferences and minimise disruption.
  • Punctuality and appearance checks conducted monthly.
  • Trained teams led by qualified infection prevention nurses.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement auto-renewal for annual contracts to ensure continuity.
  • Introduce contract extensions with loyalty discounts for committed clients.

Upsells & Cross-Sells

  • Offer specialized cleaning services for different environments like sterile labs or industrial kitchens.
  • Cross-sell electrostatic sanitizer fogging service for flu or pandemic seasons.

Bundling & Packaging

  • Create bundle cleaning packages targeting specific industries (offices, healthcare, schools).
  • Offer premium packages with additional services like at-request deep cleans or emergency cleans.

Loyalty & Retention Programs

  • Initiate a loyalty point system for repeat customers redeemable for price reductions or additional services.
  • Develop a "refer a peer" program offering exclusive rewards like a free month of cleaning services.

Custom Services and Personalization

  • Provide white-glove cleaning service for high-end corporate environments.
  • Customize cleaning routines based on customer's specific hygiene needs and standards.

Pricing Strategy

  • Offer price incentives for yearly contract commitments over monthly.
  • Implement value-based pricing for the value-added services like infection control.

Customer Data and Insights

  • Leverage Hubspot CRM for tracking customer journeys, identifying churn risks, and spotting upsell opportunities.
  • Solicit regular feedback for continuous service improvement and heightened customer engagement.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Provide 10% discount on next billing cycle for successful referrals.
  • Offer a one-time special deep-cleaning service at a discounted rate for referees.

Shareable Assets

  • Branded 'Refer a Business' e-cards with simple referral process steps.
  • Pre-written social media posts or testimonials to share with manager networks.

Timing and Triggers

  • Ask for referrals after successful site audits, milestone service anniversaries or positive feedback moments.
  • Automate referral requests via monthly quality report emails.

Client Success Stories

  • Collect and share testimonials via social media, website, and 'Refer a Business' e-cards.
  • Use successful case studies in referral request emails or social media posts.

Referral Contests

  • Quarterly 'Refer the Most' challenge, rewarding the customer with the most successful referrals.

Partner or Affiliate Programs

  • Establish reciprocal referral program with related service businesses (security, maintenance, waste management).

Thank-You Experience

  • Send personalised thank-you notes for every successful referral.
  • Recognise top referrers on the website or in a monthly email roundup.

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