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The Prepared Mind Project

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Potential and current leaders, aged around 35, seeking to improve their thinking skills to stay relevant in their industry.

Audience Type

  • B2B
  • Key customer segments: Emerging leaders within medium to large businesses

Industries (if B2B)

  • Starting with professional service firms, but not industry-specific

Needs – Primary Buying Considerations

  • Desire up-to-date thinking skills
  • Looking for hands-on learning experiences rather than abstract theory
  • Preparation for the ever-changing industry ecosystem

Demographics

  • Age Range: Around 35
  • Gender: Both Male and Female
  • Geography: Undisclosed, inferred to be operating globally
  • Profession: Potential and Current Leaders
  • Business Size: Mid to Large-sized businesses

Psychographics

  • Lifestyle: Professionals involved in leadership roles or aspiring for leadership positions
  • What they value: Continuous learning, staying relevant
  • Pain Points: Need for practical, applicable learning tools rather than abstract theories
  • Buying Behavior: Seeks services that can be customized to their business
  • Decision-Making Roles:
  • Primary Decision Maker: Potential and current leaders
  • Secondary Decision Influencers: Possibly higher management at client’s company
  • Support Roles: N/A

2. My Message to My Target Audience

Refined Elevator Pitch

  • The Prepared Mind Project provides emerging leaders and managers with future-proof tools through immersive, practical workshops, so they can adapt to change, stay relevant and harness the power of tomorrow.

Understanding Their Pain Points

  • Difficulty in keeping up with rapid societal and industry changes
  • High risk of becoming irrelevant in an ever-changing landscape
  • Struggling with decision making in critical, fast-paced scenarios

Transformation

  • Acquiring robust, adaptable leadership and decision-making skills
  • Greater confidence to navigate changes and future challenges
  • Increased relevance and effectiveness within their respective industries

Unique Selling Proposition (USP)

  • Practical, hands-on workshops stem from acclaimed 'The Prepared Mind of a Leader' book
  • Tailored Sense-Response Cycle enables personalized learning experiences
  • Emphasis on skill application ensures readiness for real-world scenarios

Brand Values & One-Liners

  • 'Adapting to an ever-changing landscape'
  • 'Harnessing the power of tomorrow - today'
  • 'Turning managers into industry pioneers'
  • 'Future-proof skills for resilient leaders'

Tone

  • Knowledgeable, forward-thinking, and bold. Designed to inspire confidence in the face of change and provoke curiosity about the possibilities of tomorrow.

Hero Text Idea

  • Flag Text: 'Join the Future of Leadership'
  • Main Headline: 'Stay ahead with The Prepared Mind Project'
  • Sub Headline: 'Equip yourself with in-demand, future-proof skills. Adapt, grow, and seize tomorrow’s opportunities today.'
  • CTA: 'Start Your Transformation Now'

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

Website

  • Improve website SEO via content updates referring to leadership skills training, Sense-Response Cycle, future-proof learning
  • Optimize for mobile, considering the tech-savvy target demographic
  • Implement conversion tracking for lead form submissions

Social Media

  • Focus on LinkedIn for thought leadership, networking, and advertising
  • Twitter for real-time updates and industry-related news sharing
  • Posting frequency: LinkedIn (3x/week), Twitter (daily)
  • Content: thought leadership articles, client testimonials, workshop snippets

Paid Advertising

  • LinkedIn: Sponsored content targeting professionals within your client's industries
  • Google Ads: Search ads targeting keywords around leadership training, future-proof skills

Content Recommendations

  • Future leadership trends
  • Importance of hands-on learning in leadership
  • Case studies showcasing transformation of past clients

Podcasts

  • Appear on leadership-focused podcasts like 'Inside the Strategy Room' and 'The Leader's Panel'

Partnerships & Outreach

  • Organize webinars in association with professional service firms. E.g., consulting firms, law firms

SEO and Content

  • Create a blog section focused on leadership development and the future of industries
  • Target keywords like 'leadership skills training', 'hands-on learning', 'future-proof skills'

Offline and Local Media

  • Participating in business events/conferences for networking and brand exposure
  • Print ads in leadership and industry-specific magazines

Online Events

  • Regular webinars on future-proof leadership skills, hands-on learning methods
  • Speaking opportunities at virtual summits and conferences

Online Networking

  • Active participation in leadership-focused groups on LinkedIn, industry-specific forums

Cold Outreach

  • Targeted emails to HRs and top management of mid-large sized companies positioning the unique offering

Directories

  • List on corporate training directories like Training Industry, eLearning Industry
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Future-Proof Leadership Skills Worksheet
  • Sneak peek of the Prepared Mind Workshop
  • Access to an exclusive webinar on the evolving Sense-Response Cycle

Tripwire Offer

  • Discounted one-on-one leadership coaching session
  • Special price for the digital version of 'The Prepared Mind of a Leader' book

Welcome Sequence

  • Thank you email with the lead magnet attached/download link
  • Follow-up email introducing the Prepared Mind Project
  • Storytelling email about past success stories and testimonials
  • Pitch email offering the tripwire product

Segmentation

  • By industry sector: To tailor content and offers
  • By leadership level: distinguish between emerging leaders and experienced managers
  • By engagement level: Reflect how active they are in opening emails and clicking links

Chatbot and Automation

  • Use chatbot on the website for immediate interaction and query resolution
  • Automate email marketing for lead nurturing and conversion
  • Implement CRM for better lead management and follow-up

2. My Lead Nurturing System

Marketing CRM

  • Recommended Platform: HubSpot (fits smaller budgets and integrates well with Wordpress)
  • Automation Capabilities: Automated follow-ups, integrated forms for lead capture
  • Improvements: Customisation to business requirements

Sales CRM

  • Recommended Platform: Zoho (affordable and offers good features for small businesses)
  • Pipeline tracking: Awareness, Conversation, Proposal, and Purchase stages
  • Upgrades: Detailed tracking for improved sales strategy

Automated Follow-Ups

  • Automation Types: Welcome sequence after signup, regular nurture sequence
  • Frequency: Immediate follow-up post-signup, then bi-weekly nurture emails

Newsletter

  • Frequency: Monthly
  • Topics: Industry news, leadership tips, Preview of workshops
  • Segmentation: Based on industry, leadership level, and engagement

Retargeting & Ads

  • Platforms: LinkedIn Sponsored Content, Google Ads for Search
  • Goals: Drive awareness, generate leads, retarget website visitors

Social Media and Content

  • Posting Frequency: LinkedIn (3x per week), Twitter (daily)
  • Content Focus: Thought leadership, industry insights, customer testimonials

Webinars and Events

  • Cadence: Quarterly webinars
  • Purpose: Showcase expertise, address trending topics, provide value

Other Nurture Channels

  • Tools: Chatbot for instant communication on the website
  • Resources: Implement CRM for effective lead nurturing, segmentation and engagement tracking

3. Sales Conversion Strategy

Sales Process

  • Identify pain points and needs of potential customers during first conversation
  • Deliver tailored proposal including workshop details, benefits and use of Sense-Response Cycle
  • Follow-up call to answer doubts and secure purchase
  • Implement email automation for reminders and follow-ups

Sales Assets

  • Develop a standardized proposal template highlighting workshop benefits, unique selling proposition, and testimonials
  • Create an objection handling cheat sheet addressing concerns about utility, price, and time-commitment

Testimonials and Case Studies

  • Collect testimonials post-workshop completion for website and social media
  • Publish case studies on the website, showcasing transformations witnessed by past participants

Conversion Rate Insights

  • Implement conversion tracking for lead form submissions on website

Urgency and Offers

  • Provide 'Early Bird' incentives for workshops scheduled in the near future
  • Leverage time-bound promotions during holiday season or business quarters

Guarantees and Risk Reversal

  • Offer a satisfaction guarantee - where unsatisfied participants can request a partial refund post-workshop

Shock and Awe

  • Send digital copy of 'The Prepared Mind of a Leader' book post-purchase as a thank you gesture
  • Deliver personalized note from the trainers pre-workshop, emphasizing the development journey the participant is about to embark upon
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Kickoff call or meeting to identify specific needs and tailor Sense-Response cycle
  • Welcome package including a copy of 'The Prepared Mind of a Leader' book
  • Welcome email outlining the program, timeline, and relevant contacts within The Prepared Mind Project

Communication Cadence

  • Bi-weekly check-in calls during the initial stages of the program
  • Monthly progress reports via email
  • Quarterly all-hands meeting/session to reflect and plan ahead

Client Education

  • Hands-on workshops, case studies, real world scenario drills
  • Access to a knowledge hub with links to articles, videos, and recommended literature
  • Regular industry insights based on trends

Personalized Touches

  • Celebrating leadership milestones or professional achievements
  • Appreciation note post workshop/activity completion
  • Small gifts marking anniversaries or birthdays

Visuals and Documentation

  • Before and after performance report showing improvement
  • Visual representation of Sense-Response cycle for each client
  • Post-workshop recap along with performance statistics

Feedback and Proactive Support

  • Mid-program feedback questionnaire
  • Quarterly reviews to discuss progress and any potential issues
  • After-workshop discussion for immediate feedback

Guarantee or Promise

  • Guarantee engagement and investment towards creating a productive learning experience

Operational Excellence

  • Keep to agreed deadlines and timelines
  • Always be available, and active on communication channels
  • Maintain a professional and positive attitude at all times

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement a simplified annual contract for clients in lieu of one-off workshops
  • Offer a biannual review through consultancy on evaluating progress

Upsells & Cross-Sells

  • Develop advanced workshops as an upsell for those who have completed basic workshops
  • Cross-sell coaching sessions for leaders who completed workshops

Bundling & Packaging

  • Introduce tiered packaging with variations of workshop and coaching combinations
  • Create a comprehensive package including all workshops, coaching sessions, and additional resources

Loyalty & Retention Programs

  • Implement a reward program for multiple bookings from the same organization
  • Offer discounts on coaching services for those who sign up for multiple workshops

Custom Services and Personalization

  • Introduction of a 'white-glove' tier with more individualized coaching and tailored workshops
  • Develop customized workshop material based on the client's industry and specific needs

Pricing Strategy

  • Offer discounts for longer-term contracts
  • Implement value-based pricing for customized services

Customer Data and Insights

  • Use simple data tracking systems to monitor client progress and identify areas of growth
  • Implement post-workshop surveys to capture client feedback and identify areas for improvement

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Discount on follow-up workshop for referrer
  • One-time coaching session reward for referee

Shareable Assets

  • Pre-made social media posts highlighting benefits of workshops
  • Pre-written emails for sharing the workshop experiences

Timing and Triggers

  • Ask for referral after workshop completion
  • Trigger automated email request post-workshop

Client Success Stories

  • Share testimonials on website and social media
  • Create case studies showcasing improved decision-making after workshop participation

Referral Contests

  • Quarterly challenges with free workshop seat for winner

Partner or Affiliate Programs

  • Collaboration with professional service firms for affiliate referrals

Thank-You Experience

  • Personalized thank-you video message for top referrers
  • Public recognition on social media platforms

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