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Shizoku Martial Arts

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Parents aged 28-45 with two kids, in mid-tier professions seeking to empower their children with martial arts skills and life qualities such as confidence, resilience, focus and effort.

Audience Type

  • B2C
  • Working parents with kids interested in martial arts

Needs - Primary Buying Considerations

  • Skills development both for self-defence and character building
  • Cost-effective and flexible program
  • Quality instruction with personal support

Demographics

  • Age Range: 28-45
  • Gender: Both
  • Geography: Locally and surrounding areas
  • Income Level: Average
  • Profession: Mid-tier job holders

Psychographics

  • Lifestyle: Active, focused on personal development
  • What they value: Education, inspiration, empowerment for their kids
  • Pain Points: Finding affordable, high-quality martial arts training
  • Buying Behavior: Value-driven, prefer trial before subscription

Secondary Target Market (only if applicable)

  • Single parents and guardians looking for an engaging, empowering activity for their children

2. My Message to My Target Audience

Refined Elevator Pitch

  • Shizoku Martial Arts empowers both children and their parents by instilling life skills and developing character through martial arts and self-defence. Our unique coaching approach brings out confidence, resilience, focus and effort in every student.

Understanding Their Pain Points

  • Lack of confidence and discipline in children
  • Unstructured free time leading to wasted potential
  • Increased screen time and lack of physical activities impacting overall health

Transformation

  • Improved confidence, resilience, and focus through martial arts
  • Healthy habits replacing screen time with engaging physical activities
  • Kids evolve into disciplined, motivated and respectful individuals

Unique Selling Proposition (USP)

  • Effective character building through martial arts
  • Experienced instructors offering 1:1 support
  • Access to Online Video Vault for additional learning

Brand Values & One-Liners

  • "Empowering Today's Youth, One Kick At a Time"
  • "Become the Best Version of Yourself with Shizoku"
  • "Confidence, Strength, Compassion- The Shizoku way"

Tone

  • Shizoku maintains an encouraging, energetic and inclusive tone, charged with a sense of empowerment and personal development. We aim to spark a transformative journey in our students that resonates deeply with their parents.

Hero Text Idea

  • Flag Text: "New Zealand's Premier Martial Arts School"
  • Main Headline: "Learn Discipline, Build Character, and Be Empowered with Shizoku Martial Arts"
  • Sub Headline: "Join us on a journey from self-defence to self-improvement, and see your kids transform into confident and focused individuals."
  • CTA: "Book Your Free Trial Today!"

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

Website

  • Positioning: Confidence-building and character development for children through martial arts.
  • Built with: Unknown, possibly a custom solution. Consider shifting to a more SEO-friendly platform like WordPress for content marketing efforts.
  • Trackable conversions: Free trial sign-ups, lesson bookings, contact form submissions.
  • Focus on both desktop and mobile interfaces due to a mixed range of parent demographics.

Social Media

  • Facebook: Post updates for parents, share student achievements, promote upcoming events and classes.
  • Instagram: Share photos/videos with behind the scenes content and student testimonials. Post at least 3 times a week.

Paid Advertising

  • Google Ads: Target keywords related to martial arts training and self-defence lessons.
  • Facebook Ads: Target parents in the local area with children of appropriate ages.

Content Recommendations

  • Blog posts: Topics could cover benefits of martial arts for kids, personal development stories, instructor features.

Directories

  • List in local service directories: iBegin, HotFrog, local NZ business directories.

Partnerships & Outreach

  • Possible partnerships: Local schools, fitness centres.
  • Sponsorship/hosting: Community events, school health meets.

SEO and Content

  • Keyword strategy: 'Martial arts classes', 'Self-defense lessons for kids', 'Character development for children'.
  • Increase organic visibility: Regular content updates, optimization of page titles and meta descriptions.

Offline and Local Media

  • Flyers: Distribute at community events or busy public spaces.
  • Sponsorship: Local sports events or talent shows in schools.

Online Events

  • Webinars: Topics such as 'Importance of martial arts in character-building', 'Keys to self-defense for kids'.

Online Networking

  • Facebook groups: Parenting groups in local area.
  • Local community Reddit threads.

Cold Outreach

  • Email: Engage local schools for introductory classes or seminars.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Martial Arts & Kids: A Guide to Building Confidence'
  • A Quiz: 'Is Martial Arts the Right Sport for Your Child?'
  • Video Series: 'Introduction to Martial Arts for Kids'

Tripwire Offer

  • Introductory Offer: First 2 classes at a discounted rate
  • Bundle Offer: Buy 1 class, get another class at 50% off
  • Affiliate Offer: Refer a friend and get 1 free class

Welcome Sequence

  • Email #1: Value-add content (E-book or Quiz Result)
  • Email #2: Class and Instructor Introduction
  • Email #3: Tripwire Offer
  • Email #4: Success Stories and Testimonials

Segmentation

  • New Lead: Signed up for the Lead Magnet
  • Warm Lead: Attended a trial class
  • Hot Lead: Signed up for a monthly subscription
  • Referral: Referred by an existing customer

Chatbot and Automation

  • Chatbot for FAQs and class details on the website
  • Automated emails: Welcome email, class reminders, subscription renewal reminders
  • CRM automations: Move leads to different buckets based on actions (E.g., Attended Trial, Made Purchase)

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Unlisted
  • Automation capabilities: Presumed limited, to be improved
  • Recommended improvements: Swap to ActiveCampaign for expense-efficiency and advanced automation features

Sales CRM

  • Current platform: Unregistered
  • Pipeline tracking process: Free trial class to select membership
  • Recommended upgrade: Consider Zoho CRM for lead tracking and sales pipeline management within a reasonable budget

Automated Follow-Ups

  • Types: Post-opt-in, Post-free trial, Abandoned cart, Reactivation of dormant subscribers
  • Frequency: Immediate follow-ups post-opt-in/trial, Weekly follow-ups for reactivation

Newsletter

  • Frequency: Bi-weekly
  • Topics: Student success stories, Martial arts tips and tricks, New class or event announcements
  • Segmentation: Active students, Prospective students, Dormant students

Retargeting & Ads

  • Platforms: Facebook for local targeting, Google Ads for search traffic

goals

Social Media and Content

  • Posting frequency: Minimum 3 times per week on prime channels (Facebook, Instagram)
  • Content type: Student highlights, Short martial arts tutorials, Inspirational quotes

Webinars and Events

  • Suggested cadence: Monthly webinars on topics like Martial Arts for Kids' Confidence Building
  • Purpose: Foster community, Engage parents, Position as thought leaders in niche

Other Nurture Channels

  • Chatbot: For instant answers to queries on the site
  • SMS: Reminders for upcoming classes or payment dues
  • WhatsApp: Personalized communication with parents

3. Sales Conversion Strategy

Sales Process

  • Maintain current process of a trial class before membership selection.
  • Offer online registration for trial classes to simplify sign-ups.
  • Implement a CRM with opportunity tracking to streamline follow-ups and close deals.

Sales Assets

  • Build compelling enrollment proposal with clear pricing, benefits and other details.
  • Scripts for instructors to explain the benefits, pricing, and process.

Objection Handling and Guarantee Strategy

  • Script responses for common objections like cost, time commitment, safety.
  • Offer a 'Satisfaction Guarantee' within the first month of enrolment.

Testimonials and Case Studies

  • Collect testimonials from parents about their child's progress.
  • Showcase these on the website, social media, and in proposals.

Conversion Rate Tracking and Improvement

  • Track conversion rates from trials to enrollments using a CRM.
  • Test different sales scripts and approaches to improve these rates.

Urgency and Offers

  • Offer limited-time discounts for early enrollment.
  • Promote holiday training camps or seasonal enrollment drives.

Shock and Awe

  • Send a welcome gift (branded merchandise) to trial students.
  • Send a 'congratulations' kit for new members via email with useful resources (e.g., nutrition guide, training videos).
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email with introduction to instructors and team's core values
  • Invitation to a free trial class with a friendly reminder text
  • Personal meet and greet with the instructor post-class

Communication Cadence

  • Weekly emails with class schedule and personal progress updates
  • Monthly video call check-ins to discuss progress and address concerns

Client Education

  • Access to an online video vault for additional learning
  • Periodic workshops on character development themes
  • Informative emails on the significance of each belt level and required skills

Personalized Touches

  • Handwritten thank you note post free trial
  • Recognition & mini celebration on achieving new belt levels
  • Birthday cards signed by the instructors

Visuals and Documentation

  • Photos of students performing kata during class shared via email or parent portal
  • Quarterly progress reports with specific achievements and actionable feedback

Feedback and Proactive Support

  • Anonymous digital feedback forms distributed quarterly
  • Swift response to concerns and proactive issue resolution

Guarantee or Promise

  • Satisfaction guarantee: love your experience or the first month is on us
  • Promise of personal growth, discipline and enhanced fitness

Operational Excellence

  • Strict adherence to class schedules
  • Professional appearance and conduct of instructors
  • Clear and timely communication about any changes to class schedule or events

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce annual memberships with a discounted rate
  • Offer free month for successful referrals, encouraging renewals

Upsells & Cross-Sells

  • 1:1 personal training sessions or personalized training plans as upsells
  • Offer family packages for multiple kids/participating parents

Bundling & Packaging

  • Introduce tiered memberships (Basic, Premium, Platinum) with added features per tier
  • Offer bundled gear kits (uniforms, gloves, belts etc.)

Loyalty & Retention Programs

  • Implement a points system for attendance, achievements, or referrals
  • Create a 'Shizoku Champion' system to create a sense of aspiration and loyalty

Custom Services and Personalization

  • Premium tier can include personalized nutrition plans, dedicated training hours
  • Offer custom uniforms or gear as a retention incentive

Pricing Strategy

  • Introduce family discounts or sibling discounts for added value
  • Encourage yearly subscriptions by offering significant discounts

Customer Data and Insights

  • Track student progress, interests, and feedback using CRM for personalization
  • Identify churn threats through attendance patterns and react proactively

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Free class credit for each successful referral
  • Free uniform for referee's first sign-up

Shareable Assets

  • Social media shareable badges signifying different martial arts achievements
  • Customized referral codes for tracking and rewards

Timing and Triggers

  • After each achievement or belt upgrade, initiate a shareable moment and suggest referrals
  • Set automatic email prompts after prominent milestones asking for referrals

Client Success Stories

  • Create video testimonials showcasing students' progress and parents' satisfaction
  • Share success stories regularly on all online platforms to promote referrals

Referral Contests

  • Run a "Refer and Win" contest quarterly with exclusive merchandise as prizes

Partner or Affiliate Programs

  • Partner with local schools or sports clubs, offering exclusive discounts for their members

Thank-You Experience

  • A public honour roll on the website for top referrers
  • Handwritten thank-you note from the chief instructor for every referral
  • Special Year End recognition for top-referring parent

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