Lean Marketing

Before (Prospect)

1. My Target Market

Primary Target Market Summary

U.S. martial arts school owners aged 30-50 seeking to cut admin work, improve lead follow-up, and gain clear visibility into school operations.
They value automation, simple systems, and tools that help them spend more time teaching, growing revenue, and serving students.

Audience Type

B2B
Independent martial arts school owners
Multi-location dojo owners
School managers with buying influence

Industries (if B2B)

Martial arts schools
Taekwondo academies
Brazilian jiu-jitsu gyms
Karate schools
Mixed martial arts gyms
Kickboxing studios

Needs – Primary Buying Considerations

Easy lead-to-member pipeline tracking
Less manual admin and follow-up work
Better visibility into prospects, members, and payments
Simple onboarding and low learning curve
Reliable monthly value at $101-$500 price point
Automation that saves owner and staff time
Tools that support growth without adding headcount

Demographics

Age Range: 30-50
Gender: Primarily male
Geography: United States, especially suburban and mid-sized metro areas
Income Level: $100K+ personal income or school owner earnings tied to a 6-figure business
Profession: Martial arts school owner, head instructor, operations manager
Business Size: Small business, typically 1-3 locations

Psychographics

Lifestyle: Hands-on owner-operators balancing teaching, sales, and daily admin
What they value: Student impact, community trust, retention, growth, and time freedom
Pain Points: Missed leads, weak follow-up, scattered admin, poor reporting, and too much office work
Buying Behavior: Research-driven, demo-oriented, cautious with software spend, loyal once ROI is clear
Decision-Making Roles:
Primary Decision Maker: Owner or founder
Secondary Decision Influencers: Head instructor, spouse, general manager, front desk lead
Support Roles: Admin staff, sales staff, member services staff

Secondary Target Market (only if applicable)

U.S. martial arts school managers running daily operations for owner-led schools.
They need simpler admin systems, lead tracking, and automation but may need owner approval to buy.
Best fit includes managers at growing schools with rising inquiry volume and limited office staff.

2. My Message to My Target Audience

Refined Elevator Pitch

Tarnished Labs gives martial arts school owners one dashboard to automate admin and track leads.
It streamlines office work and student pipelines, so they can get back to teaching with confidence.

Understanding Their Pain Points

Admin work steals time from coaching, culture, and student growth
Leads slip through the cracks without a clear follow-up system
Owners juggle spreadsheets, messages, and payments with limited visibility
Manual processes create stress, errors, and inconsistent customer follow-up
Growth feels harder when the back office is always behind

Transformation

One place to manage leads, students, and key admin tasks
Faster follow-up from prospect to paying student
More time on the mats and less time buried in office work
Greater clarity, control, and confidence in daily operations
A smoother school that feels easier to run and grow

Unique Selling Proposition (USP)

Built for martial arts school owners, not generic small businesses
Automated lead-to-client pipeline keeps follow-up moving
Combines transparency, admin control, and automation in one dashboard
Helps owners save time while improving operational consistency
Founder pricing at half off makes getting started easier

Brand Values & One-Liners

Run your school, not your paperwork
More time on the mats, less time in the office
Every lead tracked. Every student clearer to manage
Built for martial arts schools from the ground up
Simpler systems. Stronger schools

Tone

Clear, practical, and grounded. It should feel supportive, capable, and built for busy school owners.
Customers should feel relieved, in control, and free to focus on what they love most.

Hero Text Idea

Flag Text: For U.S. Martial Arts Schools
Main Headline: Automate your martial arts school admin with one simple dashboard.
Sub Headline: Track leads, manage students, and reduce office chaos in one place. Spend less time on admin and more time teaching.
CTA: Book a demo

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

Website

Build on Webflow if lean budget and custom B2B site needed
Add Calendly demo booking above the fold on every page
Use hero: automate admin for martial arts schools
Create pages by segment: BJJ, karate, taekwondo, MMA, kickboxing
Add founder pricing banner with limited time half off offer
Add short product demo video on homepage and pricing page
Include migration and onboarding FAQ to reduce software fear
Add testimonials as soon as beta users are live
Track demo booked, pricing views, form starts, form submits
Track video plays, CTA clicks, email captures, chat starts
Prioritize mobile first; owners often manage on phones between classes
Keep desktop optimized for demos, pricing review, and onboarding docs

Social Media

Focus on Facebook, Instagram, YouTube, and LinkedIn
Prioritize Facebook where many school owners join niche groups
Post Instagram Reels 2x weekly with admin tips for school owners
Post Facebook 3x weekly with pain point posts and demo clips
Post LinkedIn 1x weekly targeting operators and multi location owners
Post YouTube 2x monthly with 5 to 10 min workflow walkthroughs
Share before after admin workflow examples using whiteboard style demos
Film founder talking head clips from a dojo or desk setup
Use carousels: missed lead fixes, follow up flows, admin checklists
Repurpose every demo question into one Reel and one text post

Paid Advertising

Start with Meta lead ads targeting martial arts business interests
Run retargeting ads to site visitors and video viewers only
Use Google Search for high intent software terms
Target keywords: martial arts CRM, dojo management software
Target keywords: martial arts lead tracking, gym member software
Use exact and phrase match to protect budget
Send traffic to demo page, not homepage
Test founder pricing ad angle versus save time ad angle
Use short demo video ads showing lead to member pipeline
Keep monthly spend split: 60 Meta, 40 Google Search

SEO and Content

Create landing pages for martial arts software category terms
Target keyword: martial arts school management software
Target keyword: dojo management software
Target keyword: martial arts CRM
Target keyword: taekwondo school software
Target keyword: BJJ gym CRM
Publish 2 articles monthly answering operator pain points
Write comparison pages versus Zen Planner and Spark Membership
Create article: how martial arts schools stop missing leads
Create article: best CRM for martial arts schools
Create article: automate follow up for trial students
Add case study pages as soon as first users get outcomes

Content Recommendations

5 signs your school is losing leads before follow up starts
What a clean trial to member pipeline looks like
Admin tasks martial arts owners should automate first
How to track prospects without spreadsheets
Daily dashboard metrics every dojo owner should watch
How front desk staff can follow up faster with templates
What to fix before hiring another admin person
Why owners stop using generic CRMs
A 10 minute lead follow up system for busy instructors
How founder pricing lowers risk for early adopters

Podcasts

Pitch appearances on Martial Arts Business Podcast
Pitch appearances on MAIA podcasts and member media
Pitch appearances on The BJJ Mental Coach Podcast if ops angle fits
Pitch appearances on school owner focused shows by NAPMA members
Start a monthly 20 min YouTube show, not audio first
Topic: how top schools handle leads, trials, retention, admin

Directories

Create and optimize Google Business Profile if business has office
List on Capterra when reviews are available
List on GetApp and Software Advice after first customer reviews
Apply to G2 once enough users can review the product
Join martial arts vendor directories through MAIA and NAPMA
Seek listing in association partner pages serving school owners

Publications

Pitch guest articles to Martial Arts Industry Association media
Pitch guest articles to NAPMA member publications
Pitch articles to Black Belt Magazine on school ops systems
Pitch practical admin content to Jiu Jitsu Times business angle posts
Offer contributed piece: how schools fix missed lead follow up

Partnerships & Outreach

Partner with martial arts marketing agencies serving school owners
Partner with website firms building sites for dojo owners
Partner with payment processors in martial arts niche
Partner with call center and SMS follow up providers in fitness niche
Partner with consultants helping schools grow trials and enrollments
Offer rev share for referral partners with co branded demos
Build referral list of bookkeeping firms serving boutique fitness gyms
Network with MAIA, NAPMA, and local martial arts associations
Offer free pipeline audit to partner audiences

Offline and Local Media

Attend MAIA SuperShow and similar school owner events
Exhibit with a simple demo station and 10 min live walkthroughs
Sponsor a small booth or coffee break at martial arts conferences
Visit regional BJJ and karate business seminars with flyers
Print one page leave behind: missed leads checklist plus demo QR
Host breakfast meetups near tournaments in target metro areas

Online Events

Run monthly webinar: stop losing leads at your martial arts school
Run live demo twice monthly with Q and A
Host niche webinars by segment: BJJ, karate, taekwondo schools
Co host with consultants or agencies already serving school owners
Offer audit signup at end: free pipeline teardown for 5 schools

Online Networking

Join Facebook groups for martial arts school owners and managers
Engage in Martial Arts Industry Association member communities
Engage in NAPMA communities and discussion boards
Monitor Reddit communities for owner pain points and language trends
Watch r smallbusiness and r entrepreneur for SaaS buyer objections
Join LinkedIn groups for gym owners and boutique fitness operators
Lead with helpful answers, never direct pitch in groups

Cold Outreach

Build target list of U.S. schools with 1 to 3 locations
Prioritize schools with active ads, trials, and visible lead capture
Email owner with missed lead angle and 90 sec Loom audit
Target head instructors and ops managers on LinkedIn too
Use subject line: quick idea for your trial follow up
Send 3 email sequence over 10 business days
Follow email with LinkedIn connect and short voice note
Offer live dashboard demo tailored to their enrollment process
Prospect via Instagram and Facebook pages of local schools
Personalize by style: BJJ, karate, taekwondo, MMA, kickboxing

During (Lead)

1. My Lead Capture System

Lead Magnet

Free Pipeline Audit for martial arts school lead follow-up gaps
Best for warm outreach, webinars, and partner referrals
7-Day Trial-to-Member Follow-Up Template Pack
Includes SMS, email, call scripts, and front desk checklist
Martial Arts School Admin Time-Saved Calculator
Shows hours saved, lead response gains, and staffing ROI
Dashboard Demo Video plus Setup Checklist
Short product-led magnet for owners comparing software options
Missed Leads Checklist for Dojo Owners
Simple PDF for Meta lead ads, social posts, and cold outreach

Tripwire Offer

$27 Lead Pipeline Teardown with 15-min Loom review
Credits toward first month if they book a demo
$49 Trial Follow-Up Setup Sprint
Includes one follow-up workflow template and quick consult
Founder pricing deposit offer
Reserve half-off pricing with refundable $50 onboarding deposit

Welcome Sequence

Email 1: Deliver magnet and ask their school style and size
Email 2: Show 3 common missed lead leaks in martial arts schools
Email 3: Share 2-min demo of lead-to-member pipeline
Email 4: Offer free pipeline audit or live demo booking
Email 5: Send founder pricing deadline and risk-reversal CTA
Trigger SMS reminder after demo form start but no booking in 1 hour
Trigger retargeting ad after pricing page visit with no demo booked

Segmentation

Tag by school type: BJJ, karate, taekwondo, MMA, kickboxing
Tag by role: owner, manager, front desk, head instructor
Tag by school size: 1 location, 2-3 locations, multi-location
Tag by source: Meta ad, webinar, cold email, partner, organic
Tag by intent: downloaded, calculator used, audit requested, demo booked
Tag by pain point: missed leads, admin overload, reporting, onboarding
Tag by lifecycle: new lead, MQL, SQL, demo held, trial, customer

Chatbot and Automation

Add sticky Book a Demo CTA on every page
Use 2-step form before calendar to improve qualification
Ask 4 fields: school type, locations, leads per month, current system
Add exit-intent popup with Missed Leads Checklist offer
Use chatbot only for demo booking, pricing, and audit routing
Bot should offer demo, audit, or checklist based on visitor intent
Route high-intent visitors to calendar after pricing page visit
Auto-create CRM tasks for demo no-shows and incomplete bookings
Score leads higher if calculator used or audit requested
Create pipeline stages from lead captured to paying school
Track KPIs: CPL, form start rate, book rate, demo show rate, close rate
Use hidden fields to capture ad source, campaign, and landing page
Build separate landing pages by segment for stronger conversion
Pages: BJJ software, karate software, taekwondo software, MMA software

2. My Lead Nurturing System

Marketing CRM

Current platform: Other CRM, unspecified
Fit needed: SaaS CRM with email, tags, forms, and pipeline automation
Recommend HubSpot Starter if under 1,000 contacts and simple setup is key
Recommend ActiveCampaign if email, tagging, and SMS-style nurture need more depth
Use custom fields: school type, locations, leads/month, current system, pain point
Build lifecycle tags: lead, MQL, SQL, demo booked, demo held, trial, customer
Add lead scoring: +10 audit request, +8 pricing visit, +6 calculator use, +12 demo booked
Connect forms, Calendly, and site chat into one contact record

Sales CRM

Track stages: New Lead, Engaged, Audit Requested, Demo Booked, Demo Held, Trial, Won
Add lost stages: No Show, No Decision, Bad Fit, Timing, Using Competitor
Create task rules: no-show follow-up in 10 mins, 24 hrs, and 3 days
Auto-assign owner follow-up when a lead watches demo or visits pricing twice
Store call notes by niche: BJJ, karate, taekwondo, MMA, kickboxing
Require next step on every deal before moving stages

Automated Follow-Ups

Post-opt-in email sequence: 5 emails over 10 days after checklist or template download
Email 1: deliver asset and ask school type, size, and current admin setup
Email 2: show 3 lead leaks common in martial arts schools
Email 3: share 2-min pipeline demo for their school type
Email 4: case-style breakdown of time saved with admin automation
Email 5: founder pricing half-off CTA with demo deadline
Demo-booked sequence: instant confirm, 24 hrs reminder, 2 hrs reminder, 15 mins reminder
Use SMS reminders only for demo bookings and incomplete booking follow-up
Incomplete booking trigger: SMS 1 hour after form start without calendar completion
Pricing-page trigger: email within 4 hrs with FAQ, onboarding, and founder pricing note
Webinar follow-up: replay same day, objections email day 2, CTA email day 4
No-show sequence: email in 10 mins, SMS in 30 mins, rebook email next morning
Cold lead reactivation: 4-email sequence every 90 days to non-engaged leads
Trial-to-paid sequence: day 0 setup help, day 2 quick-win, day 5 usage prompt, day 10 ROI

Newsletter

Frequency: 2x monthly
Segment by role: owner, manager, front desk lead
Segment by school type: BJJ, karate, taekwondo, MMA, kickboxing
Pillar 1: lead follow-up fixes for trial students and prospects
Pillar 2: admin workflows that save staff time
Pillar 3: dashboard metrics school owners should watch weekly
Pillar 4: founder updates, roadmap, and early user wins
Include one CTA each issue: book demo, watch walkthrough, or request audit

Retargeting & Ads

Meta retargeting to site visitors, pricing viewers, and 50% video viewers
Google Display retargeting to demo page visitors who did not book
LinkedIn retargeting only if audience size grows enough for operators and managers
Ad angle 1: stop losing leads before follow-up starts
Ad angle 2: more time on the mats, less time in admin
Ad angle 3: founder pricing at half off for early adopters
Send all retargeting traffic to segment-specific demo pages
Exclude booked demos, active trials, and customers from retargeting

Social Media and Content

Facebook: 3 posts weekly focused on owner pain points and demo clips
Instagram: 2 Reels weekly with admin tips and missed lead fixes
LinkedIn: 1 post weekly targeting operators and multi-location owners
YouTube: 2 videos monthly with 5 to 10 min workflow walkthroughs
Repurpose every demo question into one Reel, one post, and one email topic
Use content themes: missed leads, admin overload, reporting clarity, onboarding ease
Feature niche examples by school type to improve relevance
Add CTA in posts: get checklist, use calculator, or book demo

Webinars and Events

Monthly webinar: Stop Losing Leads at Your Martial Arts School
Live product demo: 2x monthly with Q&A
Quarterly niche webinar by segment: BJJ, karate, or taekwondo schools
End each event with free pipeline audit offer for 5 schools
Use webinar registration tags to tailor post-event nurture

Other Nurture Channels

Calendly for demo booking with custom qualification questions
Site chatbot for 3 intents: book demo, get pricing, request audit
Exit-intent popup with Missed Leads Checklist on key pages
Use Loom for personalized audit videos in outreach and post-webinar follow-up
SMS via CRM only for reminders, no-shows, and high-intent booking recovery
Add founder pricing banner on homepage, pricing page, and webinar replay page
Track KPIs: form start rate, booking rate, demo show rate, trial rate, close rate

3. Sales Conversion Strategy

Sales Process

Route every CTA to one goal: book a 20 minute demo
Add demo booking on homepage, pricing, and every niche landing page
Use short intake form: school type, locations, leads per month, current system
Send instant confirmation with agenda, founder pricing note, and reminder text
Use 3 step flow: discovery, live demo, 7 day close follow up
Discovery call: map current lead flow, admin pain, and growth goals
Demo should use martial arts examples, not generic SaaS screens
Show lead to trial to member pipeline in first 5 minutes
End every demo with one clear next step and deadline
Offer two paths: start now or join guided pilot onboarding
Create no show sequence: reminder, reschedule link, 24 hour follow up
Send recap after demo with top pain points, fit summary, and pricing option
Add 48 hour check in if proposal not accepted
Add day 4 objection email covering setup time and switching risk
Add day 7 final founder pricing reminder with expiry date
Use a simple close trigger: start before founder pricing ends

Sales Assets

Build discovery call script for owner, manager, and multi location buyer
Create demo script by segment: BJJ, karate, taekwondo, MMA, kickboxing
Build one page ROI sheet: time saved, leads recovered, admin tasks reduced
Create proposal template with setup steps, timeline, and founder pricing expiry
Build objection handling sheet for budget, migration, learning curve, and trust
Create onboarding timeline graphic to show how fast first value happens
Make comparison sheet versus spreadsheets and generic CRM tools
Record 3 minute product walkthrough for leads not ready to book live demo
Create follow up email templates for post demo, no show, and stalled deals
Build FAQ sheet: data import, training, cancel terms, and support response time
Make a pipeline audit checklist for outbound prospects and webinar leads

Testimonials and Case Studies

Start with beta user feedback, even if results are early and qualitative
Ask for proof after first quick win: saved time, cleaner follow up, fewer misses
Collect testimonials at day 14, day 30, and first member win
Use short prompt: what was hard before, what is easier now, result so far
Turn each win into mini case study with school type and size
Place proof on demo page, pricing page, proposal, and follow up emails
Build a Wall of Love section once 5 to 10 quotes are collected
Capture screen recorded testimonials if owners are camera shy
Use niche proof by style so BJJ owners see BJJ examples first

Conversion Rate Insights

Baseline targets: 20 percent lead to demo, 30 percent demo to trial, 50 percent trial to paid
Track source, booked demos, show rate, close rate, and days to close
Track objections by category to improve pitch and product roadmap
Review lost deals weekly for pattern: price, timing, fit, or trust gap
Improve show rate with SMS reminders 24 hours and 1 hour before demo
Improve close rate by tailoring demo to their current admin workflow
Watch drop off between demo and signup; this is likely biggest leak early

Urgency and Offers

Use founder pricing at half off for first 10 schools or first 30 days
Add deadline to every proposal and recap email
Offer bonus onboarding call for schools that start within 7 days
Offer free pipeline setup for first movers who commit on demo week
Use urgency message: lock in pricing before public launch increase
Tie urgency to capacity: only onboard 3 new schools per month personally
Add seasonal push before back to school and January enrollment periods

Guarantees and Risk Reversal

Offer 14 day risk free pilot for qualified schools
Promise guided onboarding with first pipeline live in 7 days
Offer cancel anytime in first month to reduce fear of commitment
Add onboarding success check at day 7 to confirm setup progress
Frame guarantee around implementation support, not vague money promises
Use assurance line: if setup stalls, extend onboarding support at no cost

Shock and Awe

Send personalized Loom audit showing one follow up gap in their school funnel
Give a free trial follow up template pack after the demo
Share a custom pipeline sketch based on their current enrollment process
Mail a handwritten thank you card to first beta customers
Offer a free admin efficiency scorecard during webinars and outreach

After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Instant welcome email with setup checklist and 3-step launch plan
Book kickoff call within 24 hours of signup
Send a short founder video thanking them for joining
Pre-kickoff form collects school size, staff, and current tools
Import leads and students from CSV during setup if needed
Build their pipeline stages around their school's enrollment flow
First-week goal: get one lead pipeline live, not full perfection
14-day launch roadmap with clear milestones and owners
Day 7 progress check to remove setup blockers early
Day 14 success review with next automation recommendations

Communication Cadence

Kickoff call at start to define goals and success metrics
Weekly check-ins for first 30 days by email or Loom
Monthly account review after launch with usage and pipeline wins
In-app messages highlight next best setup step
Support replies within one business day
Outage or bug updates sent proactively by email
Renewal month includes value recap and roadmap preview

Client Education

Martial-arts-specific setup guide with screenshots
Short Loom videos for leads, follow-up, students, and reporting
FAQ library built around school owner questions
Templates for lead stages, tags, and follow-up automations
Monthly tips email: one workflow to save admin time
"Back on the mats" checklist for delegating office tasks to staff
New feature walkthroughs sent as 2-minute videos

Personalized Touches

Welcome email references their school name and style
Congratulate first automation launched with a personal note
Celebrate first 10 leads tracked with a milestone email
Birthday or business anniversary note if data is available
Handwritten thank-you card for first founding members
Feature request replies mention status and expected timeline
Send a founder pricing reminder before promo window ends

Visuals and Documentation

Simple dashboard scorecard for leads, conversions, and follow-up gaps
Monthly snapshot email with key numbers and quick takeaways
Before-and-after admin workflow map during onboarding
Shared SOP doc for front desk and staff handoff
Quarterly progress recap with saved time and pipeline improvements

Feedback and Proactive Support

14-day check-in asks what feels confusing or unfinished
Quarterly NPS survey with one open-ended improvement question
Cancelation request triggers save call and honest feedback form
Low usage alert prompts a friendly re-engagement email
Failed automation alerts sent with clear fix steps
Track feature requests by theme and update clients on progress
Post-support survey after resolved tickets

Guarantee or Promise

30-day guided onboarding promise with hands-on setup help
If launch stalls, offer a recovery call at no extra charge
No long-term contract for early customers if applicable
Founder pricing locked in while subscription stays active

Operational Excellence

Demo handoff notes move into onboarding automatically
Naming, tags, and pipeline setup follow one clean standard
Every client gets a defined success metric before launch
Support uses plain language, not software jargon
Bug reports include timeline, workaround, and follow-up owner
New releases are tested on core school workflows first
Documentation stays updated with every major feature release

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Offer annual plans with 2 months free to improve cash flow and reduce churn
Add 24 month founder lock option at current rate for early adopters
Start renewal outreach 60 days before annual term with ROI recap
Use monthly to annual upgrade prompts after 45 days of active use
Include price lock for annual prepay customers for 12 months

Upsells & Cross-Sells

Add premium onboarding setup for pipeline, tags, automations, and templates
Offer done for you data import from sheets, forms, and old CRM records
Add SMS follow up credits as a paid usage add on
Add extra staff seats for front desk and sales team access
Offer multi location reporting upgrade for owners with 2 plus schools
Add advanced automations tier for missed lead alerts and reactivation flows
Offer branded intake forms and waiver workflow as paid add on
Add monthly strategy call upsell focused on admin and pipeline optimization

Bundling & Packaging

Create 3 tiers: Starter, Growth, Multi Location
Starter: core dashboard, lead pipeline, basic automations, 1 admin seat
Growth: more automations, staff seats, reporting, onboarding support
Multi Location: consolidated reporting, location views, priority support
Bundle annual plan plus onboarding at a higher perceived value discount
Package founder pricing with annual prepay only after launch period ends

Custom Services and Personalization

Offer white glove setup for school stages, lead sources, and follow up rules
Build niche templates for BJJ, karate, taekwondo, and MMA schools
Add custom KPI dashboard setup for leads, trials, joins, and churn
Offer migration planning for schools moving from spreadsheets or generic CRM
Provide quarterly account review with personalized usage and ROI actions

Pricing Strategy

Start at mid range pricing to avoid low price trust issues in B2B SaaS
Raise prices for new customers after first 5 to 10 accounts validate results
Keep founder discount time bound and remove half off after proof points exist
Use seat limits, automation limits, and location limits to support upgrades
Price premium onboarding separately to protect MRR and increase cash collected
Review competitors in martial arts software and increase if under market by 15 percent
Offer annual prepay savings of 15 percent instead of deeper recurring discounts

Customer Data and Insights

Track login frequency, pipeline usage, and automation adoption per account
Flag churn risk if no login for 7 days during first 30 days
Flag churn risk if no leads added or no follow ups completed in 14 days
Build health scores using logins, seat usage, automations, and lead activity
Trigger save plays for at risk accounts: training invite, call, setup help
Track upgrade signals: added staff, second location, rising lead volume
Send monthly ROI report showing leads tracked, follow ups sent, and time saved
Tag accounts by school type, size, and locations to personalize upsells
Survey cancels and paused accounts to identify product gaps and win back reasons

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Give referrers $150 account credit for each school that becomes a paying customer
Give referees first month at founder pricing plus free setup call
Offer 2 free months for 3 successful referrals in a calendar year
Add a lifetime founder-rate lock for first successful referral
Create a win-win line: Help another school, both of you save time and money

Shareable Assets

Create a one-page referral landing page with simple form and demo CTA
Give each customer a personal referral link with tracking in CRM
Provide prewritten text message copy for owner-to-owner introductions
Provide prewritten email intro template for school owner referrals
Create a short demo clip showing lead pipeline and admin automation
Make a one-page PDF: How one school cuts admin time with Tarnished Labs
Create a founder pricing graphic customers can forward to peers

Timing and Triggers

Ask 14 days after onboarding when first automation is live
Ask after a saved-time win, like lead follow-up or admin cleanup success
Ask when a customer says the tool is easy or saving staff time
Ask after positive demo feedback from managers or spouses
Trigger referral ask after 60 days of active use and login consistency
Add CRM task: ask for referral after every praise message or win call
Add in-app prompt after milestone: first 10 leads managed end-to-end

Client Success Stories

Capture short case studies from early users with before and after results
Use a simple format: problem, fix, time saved, revenue or follow-up gains
Record quick video testimonials from school owners on phone or Zoom
Turn wins into social posts tailored to martial arts school owners
Feature stories by school type: BJJ, karate, taekwondo, MMA, kickboxing
End each story with a referral CTA and founder pricing reminder

Partner or Affiliate Programs

Recruit consultants serving martial arts schools as referral partners
Partner with website builders or marketers focused on martial arts gyms
Offer affiliates 15% recurring for 12 months per referred customer
Give partners co-branded demo pages and tracking links
Target podcast hosts, event organizers, and niche Facebook group leaders
Create an ambassador tier for respected school owners with bonus payouts

Referral Contests

Run a quarterly contest for customers during founder launch phase
Prize: 6 free months or premium onboarding support for top referrer
Prize: donated team gear credit to the winner's school community
Recognize winners in customer email and private user group
Keep rules simple: most paying referrals wins

Thank-You Experience

Send handwritten thank-you notes to every successful referrer
Mail a branded gift after first referral, like notebook or gym towel
Give top referrers early access to new features and feedback calls
Publicly thank referrers in user updates with permission
Surprise high-value referrers with a custom school spotlight feature

Tarnished Labs

Your 1-Page Marketing Plan is Ready!