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QualGroup

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  3. Execute it (start with ONE section)

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • The ideal customer is a Kiwi business owner or facilities manager, who values cleanliness, professionalism, and eco-friendliness. They look for a reliable, high-performing cleaning partner that provides transparent communication and long-reaching peace of mind.

Audience Type

  • B2B
  • Industries: Office-based businesses, healthcare, education, retail, food services

Needs – Primary Buying Considerations

  • Consistent high-quality and eco-friendly cleaning services
  • Professionalism and adherence to hospital-grade standards
  • Transparent communication and long-term peace of mind

Demographics

  • Geography: New Zealand
  • Business Size: Medium to Large (based on service costs)
  • Profession: Business Owners, Facilities Managers

Psychographics

  • Lifestyle: Health-conscious, environmentally-friendly
  • What they value: Cleanliness, professionalism, consistency, eco-friendliness
  • Pain Points: Maintaining a consistenly clean, safe, and productive workplace while minimizing environmental impact
  • Buying Behavior: Puts high value on quality, consistency, and eco-friendliness
  • Decision-Making Roles:
  • Primary Decision Maker: Business Owner
  • Secondary Decision Influencers: Facility Managers

2. My Message to My Target Audience

Refined Elevator Pitch

  • QualGroup provides Kiwi businesses with peace of mind through our High-Performance Cleaning. We maintain clean, healthy, and safe workplaces using medical-grade standards and eco-friendly practices, empowering our clients to foster consistently hygienic and productive environments.

Understanding Their Pain Points

  • Struggle to maintain a consistently clean, safe, and hygienic workplace
  • Current cleaning standards do not meet health and hygiene prerequisites
  • Lack of eco-friendly options in existing cleaning solutions

Transformation

  • Achievement of high standards of cleanliness and hygiene in their workplaces
  • Increased confidence in workplace safety, benefiting productivity and reputation
  • Reduced environmental impact due to eco-friendly cleaning practices

Unique Selling Proposition (USP)

  • Combination of hospital-grade cleaning standards with eco-friendly solutions
  • Clearly-measurable quality and transparency in service delivery
  • Social impact through our 'Cleaning for Purpose' initiative that supports needy families

Brand Values & One-Liners

  • 'Beyond Cleaning – Delivering Peace of Mind'
  • 'High-Performance Cleaning for High-Impact Businesses'
  • 'Eco-Friendly Practices, Hospital-Grade Standards'
  • 'Cleaning with Purpose – Transform Cleanliness into Community Impact'

Tone

  • QualGroup communicates with confidence, expertise, and transparency. Our tone is professional, honest, and approachable, mirroring the values of the Kiwi business owner or manager. We aim to evoke feelings of confidence, trust, and satisfaction.

Hero Text Idea

  • Flag Text: 'New Zealand’s High-Performance Cleaning'
  • Main Headline: 'Providing Kiwi Businesses with Safe, Hygienic Workplaces'
  • Sub Headline: 'Experience the confidence that comes with medical-grade cleaning standards and eco-friendly practices. Our High-Performance Cleaning ensures consistently clean, safe, productive spaces.'
  • CTA: 'Book Your No-Obligation Site Audit Today'

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

Website

  • Enhance SEO for service-specific keywords, particularly focusing on eco-friendly, high-performance cleaning
  • Include case studies and testimonials to enrich credibility
  • Track visitor behavior (enquiries, clicks, time spent per page) using Google Analytics
  • Ensure mobile responsiveness considering the mobility of target customers (business owners, facility managers)

Social Media

  • Use LinkedIn to post company updates, cleaning tips & industry news, and engage with local business communities
  • Post 2x weekly. Combine visual, informational & promotional contents
  • Instagram for behind-the-scenes staff and cleaning process shots

Paid Advertising

  • Run targeted Google Ads focusing on Kiwi business owners and facility managers
  • LinkedIn sponsored posts targeting the same group
  • Local SEO to optimize Google My Business listings

Content Recommendations

  • Blog posts on eco-friendly cleaning practices, hygiene in workplace, impact of cleanliness on productivity
  • Case studies and success stories of clientele

Directories

  • Enlist in local B2B service directories and eco-friendly service directories in New Zealand
  • Register in Yellow Pages, NewZealand.com

Publications

  • Reach out to local business magazines, like NZ Business and Idealog
  • Contribute to eco-friendly blogs for brand recognition and SEO backlinking

Partnerships & Outreach

  • Partner with Kiwi eco-friendly product companies for joint promotions
  • Collaborate with offices, schools, healthcare, retail and food service settings

SEO and Content

  • Focus SEO on cleaning industry specific keywords and terms
  • Regularly update blog with customer's pain points and industry news

Offline and Local Media

  • Sponsor local business events and eco-friendly initiatives
  • Distribute promotional materials in business districts

Online Events

  • Host webinars on importance of clean, safe, eco-friendly workplaces
  • Participate in virtual business networking events

Online Networking

  • Join industry-specific LinkedIn groups
  • Engage in local business owner forums

Cold Outreach

  • List building of business owners and facility managers for dream 100 campaigns
  • Cold email and LinkedIn outreach to target leads
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Workplace Hygiene Guide': Comprehensive eBook that provides insights on maintaining a clean, safe, and eco-friendly workspace.
  • 'Site Health Check': Free evaluation of a company's cleaning needs with professional recommendations
  • 'Eco Business Newsletter': Regular industry updates, hygiene tips, and exclusive offers for eco-conscious businesses

Tripwire Offer

  • 'Kickstart Clean': Special discounted deep-cleaning session for new customers
  • 'Eco Initiation': First-month discounted rate for eco-cleaning services subscription

Welcome Sequence

  • Welcome email with guide download link and brief company introduction
  • Follow-up emails with additional cleaning tips and testimonials of successful partners
  • Exclusive offer email to encourage booking a free 'Site Health Check' or 'Kickstart Clean' session

Segmentation

  • Tag leads based on industry type: Offices, Healthcare, Education, Retail, Food Services
  • Use lead magnet preference to segment: Hygiene-focused, Eco-Friendly, Free Evaluation

Chatbot and Automation

  • Implement a website chatbot to offer immediate customer support, capture lead details, and book 'Site Health Check'
  • Automate email notifications to sales team for new leads from chatbot, forms, and newsletter sign-ups

CRM Improvements

  • Improve utilization of Hubspot to better track lead sources and conversion metrics
  • Customize CRM to auto-tag and segment leads upon entry based on industry and initial interest

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Hubspot
  • Automation capabilities: Automatic email follow-ups, lead scoring, and customer segmentation
  • Recommended improvements: Better use of lead tracking and conversion metrics capabilities

Sales CRM

  • Current platform: Hubspot
  • Pipeline tracking: Via Hubspot deals functionality
  • Recommended upgrades: None, Hubspot is suitable for the company size and needs

Automated Follow-Ups

  • Sales proposal follow-up automation after site audit
  • Inquiry response automation for new potential clients
  • Frequency or triggers: After key actions (form submission, project consultation)

Newsletter

  • Frequency: Bi-monthly
  • Topics: Eco-friendly cleaning tips, industry news, company updates
  • Segmentation: By industry type (Offices, Healthcare, Education, Retail, Food Services)

Retargeting & Ads

  • Google Ads remarketing to website visitors
  • LinkedIn Ads for targeting relevant businesses and job roles

Social Media and Content

  • Posting frequency: Twice weekly on LinkedIn, Instagram
  • Content type: Company news, eco-cleaning insights, behind-the-scenes shots

Webinars and Events

  • Monthly webinars on eco-friendly workplace hygiene
  • Participation in relevant virtual business networking events

Other Nurture Channels

  • Interaction through website chatbot for immediate support and lead capture
  • SMS reminders for scheduled site audits and follow-ups

3. Sales Conversion Strategy

Sales Process

  • Consolidate sales stage into CRM (Hubspot) to track and manage lead progression
  • Use custom sequences for consistent follow-ups and reminders
  • Automate proposal creation and delivery with CRM based on site audit findings

Sales Assets

  • Develop clear and persuasive proposal documents highlighting UVP, features, and benefits of High-Performance Cleaning
  • Create sales scripts to ensure consistency in messaging
  • Develop in-person and virtual pitch decks to increase engagement and retention during sales presentations

Testimonials and Case Studies

  • Implement 'Ask for Testimonial' sequence in CRM post-service completion
  • Develop testimonial collection automation on the website to honor and showcase customer feedback
  • Use these testimonials on the website, social media, sales presentations and proposal documents

Conversion Rate Insights

  • Leverage Hubspot's analytics feature to track conversion metrics
  • Analyze conversion data and implement strategies for constant improvement

Urgency and Offers

  • Develop seasonal cleaning deals and offer limited time discounts to encourage timely action
  • Promote fast mover bonus (like additional deep cleaning at no extra cost)

Guarantees and Risk Reversal

  • Highlight Full Satisfaction Guarantee to boost trust and handle budget objection
  • Publicize insurance coverage and Green Seal Certified products for assurance

Shock and Awe

  • Send personalized note with QualGroup’s eco-branded materials
  • Deliver initial 'Welcome Kit' filled with eco-friendly supplies upon starting the service
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email outlining next steps and introducing QualGroup team
  • An initial site deep clean to set quality standards
  • On-site kickoff meeting to demonstrate cleaning protocols and meet assigned cleaning team

Communication Cadence

  • Weekly check-in calls or emails in initial month of service
  • Monthly service performance and quality assurance reports
  • Quarterly customer satisfaction surveys

Client Education

  • Quick video guides on maintaining hygiene between service visits
  • Access to online knowledge hub for cleaning best practices
  • Monthly newsletter featuring tips, industry updates, and community stories

Personalized Touches

  • Handwritten thank-you notes after agreement sign-off and initial cleaning
  • Birthday recognitions to primary contact with eco-friendly gift
  • Celebrating service anniversary with a token of appreciation

Visuals and Documentation

  • Before and after photos of initial and significant cleanings
  • Detailed work completion and inspection reports
  • Infographics in monthly reports to depict performance

Feedback and Proactive Support

  • Quick response protocol for post-cleaning queries or concerns
  • Bi-annual feedback calls to capture suggestions and improvements
  • Prompt rectification of any service complaints with an apology note

Guarantee or Promise

  • Satisfaction guarantee with complimentary re-service in case of quality concerns
  • Always-on support for cleaning queries and issues

Operational Excellence

  • Regularly trained and uniformed cleaning staff
  • Strict adherence to promised cleaning schedules
  • Seamless communication via email, call, or CRM

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce contract extensions with incentives for early renewals
  • Offer longer-term contracts with pricing benefits

Upsells & Cross-Sells

  • Promote upsell of advanced cleaning procedures especially for clients in healthcare and food services
  • Cross-sell specialized sanitation services during pandemic seasons

Bundling & Packaging

  • Offer bundled packages combining standard cleaning with premium services
  • Introduce an all-in-one package providing comprehensive sanitation for large businesses

Loyalty & Retention Programs

  • Implement a referral program with discounts for successful referrals
  • Introduce a VIP program for long-term clients with added benefits

Custom Services and Personalization

  • Offer upgrade options for tailored cleaning solutions based on unique client needs
  • Launch a premium tier for high-demand clients requiring frequent deep cleanings

Pricing Strategy

  • Provide discounts for clients willing to enter long-term contracts
  • Introduce value-based pricing differentiating services based on complexity and resource requirements

Customer Data and Insights

  • Utilize HubSpot CRM to track customer satisfaction and identify churn risks
  • Leverage insights from HubSpot to identify up-sell and cross-sell opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer referrers a 10% discount on their next service for each successful referral
  • Provide referees with a free initial deep cleaning service

Shareable Assets

  • Create referral business cards to hand out to clients
  • Design pre-made social media posts that customers can easily share

Timing and Triggers

  • Ask for referrals after a successful site audit, showcasing the transformative power of High-Performance Cleaning
  • Automate referral request emails to be sent one week after initial deep cleaning

Client Success Stories

  • Feature testimonials about the impact of improved cleanliness in client newsletters and social media
  • Develop a 'Client Success' section on the website for showcasing stories

Referral Contests

  • Conduct quarterly 'Quality Referral Contests' with rewards such as free cleaning services for winning client

Partner or Affiliate Programs

  • Collaborate with local office suppliers for mutually beneficial referral partnerships

Thank-You Experience

  • Send thank-you gifts to top referrers
  • Include handwritten notes appreciating their help

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