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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Mid-career professionals, 35-45 years old, in stable careers but seeking more fulfilling work and an aligned life.

Audience Type

  • B2C
  • Mid-career professionals within tech, consulting, finance, and education sectors.

Needs – Primary Buying Considerations

  • Career clarity, confidence, and alignment with personal strengths and values.
  • A structured, strategic approach to career design.

Demographics

  • Age Range: 35-45
  • Gender: Both
  • Geography: Singapore
  • Income Level: SGD 120,000 to 250,000 annually
  • Profession: Manager, Senior Manager, Consultant, or Regional Lead.

Psychographics

  • Lifestyle: Successful professionals, likely high stress, seeking fulfillment.
  • What they value: Purpose, authenticity, personal growth.
  • Pain Points: Feeling unfulfilled, uncertain about future career path, struggle to articulate personal drivers.
  • Buying Behavior: Likely to invest significantly in personal and career growth.

2. My Message to My Target Audience

Refined Elevator Pitch

  • The Strengths Co empowers mid-career professionals to discover energizing and meaningful careers through the unique Strengths OS™ framework, unlocking their potential and igniting their career with direction, purpose, and joy.

Understanding Their Pain Points

  • Feeling unfulfilled or uncertain in their current job
  • Struggling to articulate what truly drives them
  • Yearning for meaningful work aligned with their unique strengths and values

Transformation

  • Gain clarity and confidence in their career path
  • Rekindle their passion and achieve purposeful success
  • Reignite their career without burning out or losing financial stability

Unique Selling Proposition (USP)

  • Gallup-certified strengths coach with proven results
  • Unique blend of strengths psychology and strategic career design
  • Access to exclusive tools and learning community, The Strengths Pods

Brand Values & One-Liners

  • Ignite your career with direction, purpose, and joy
  • Discover your true potential, align it with your work
  • Play to your strengths and find fulfillment

Tone

  • The Strengths Co's voice is empowering, insightful, and genuine. We aim to inspire confidence, encourage self-discovery, and instill a sense of purpose.

Hero Text Idea

  • Flag Text: Inspiring Careers in Singapore
  • Main Headline: Rediscover the Joy of Your Career
  • Sub Headline: Unleash your unique strengths and reposition your path for a fulfilling, future-ready career right here, right now.
  • CTA: Start Your Journey Today

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

Website

  • Optimize for Mobile viewing given the target audience likely has high mobile use
  • Track conversions for Discovery Call bookings

Social Media

  • LinkedIn: Share targeted content 2-3 times per week catering to mid-career professionals
  • Facebook: Weekly posts of success stories and career tips

Paid Advertising

  • Google Ads targeting keywords like 'career growth', 'strengths coaching'
  • LinkedIn Ads targeted at mid-career professionals in Singapore

SEO and Content

  • Regular blogs on career growth, strengths psychology, and personal development
  • Target keywords like 'strengths coaching', 'career design', 'personal growth'

Offline Media

  • Host small-group workshops in co-working spaces
  • Sponsor relevant professional networking events

Podcasts

  • Guest appear on podcasts targeting professionals – Eg: 'The Career Mastery Show', 'The Manager Tools Podcast'

Directories

  • Listing on local business directories such as 'Yelp Singapore'
  • Registration on coaching directories like 'Noomii', 'Life Coach Hub'

Online Networking

  • Participate in LinkedIn Groups like 'Career, Life, and Leadership', 'Career Pivot'
  • Engage in career-focused subreddits or Quora spaces

Cold Outreach

  • Email LinkedIn connections fitting the target market profile offering a free Discovery Call
  • Connect with HR representatives in tech, consulting, finance, education sectors
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Strengths Self-Assessment Quiz: interactive tool to understand core strengths
  • 'Discover Your Career Path' Guide: actionable steps for navigating career change
  • Webinar: 'Steps to a Strengths-Based Career' to introduce Strengths OS™ framework and provide valuable context

Tripwire Offer

  • Strengths Snapshot: discounted 1-on-1 mini session to identify key strengths and potential career directions

Welcome Sequence

  • Email 1: Thank for lead magnet download, remind of the values they stand to gain
  • Email 2: Introduce tripwire offer, emphasizing its relevance and value
  • Email 3: Share a client success story, reinforcing the potential outcome of the Strengths Co service

Segmentation

  • Segment leads based on lead magnet choice, showing specific career interests
  • Further segment those who attend webinars or take up the tripwire offer, indicating higher interest

Chatbot and Automation

  • Implement chatbot on website to handle basic queries and schedule discovery calls
  • Use CRM automation to trigger follow-up emails based on lead interaction

2. My Lead Nurturing System

Marketing CRM

  • Current Platform: Kit
  • Automation Capabilities: Limited. Suitable for simple automated messaging but lacks advanced segmentation and automation features.
  • Recommended Improvements or Replacements: HubSpot for robust automation, segmentation, and comprehensive marketing analytics.

Sales CRM

  • Current Platform: None indicated
  • Reconciliation with Marketing CRM: Use the CRM from HubSpot for seamless integration between marketing and sales activities.

Automated Follow-Ups

  • Post-Opt-In: Welcome email immediately after signup. Followed by 2 more emails over the first week engaging and introducing Strengths Co.
  • Abandoned Cart: Trigger an email sequence, with the first email sent immediately and followed up 48 hours later.

Newsletter

  • Frequency: Bi-weekly
  • Topics or Content Pillars: Career Design Insights, Strengths Spotlights, Client Success Stories

Retargeting & Ads

  • Platforms and Goals: Google Adwords for search retargeting and remarketing, LinkedIn ads targeted at mid-career professionals.

Social Media and Content

  • Posting Frequency: 2-3 times per week on LinkedIn, weekly posts on Facebook
  • Content Type or Campaign Focus: Career growth, strengths psychology, success stories

Webinars and Events

  • Suggested Cadence: Monthly webinars featuring client success stories and deep-dives into the Strengths OS™ Framework.

Other Nurture Channels

  • Utilize a chatbot on the website for instant customer support and booking of discovery calls.
  • Use of CRM automation to trigger follow-up emails based on lead interactions.

3. Sales Conversion Strategy

Sales Process

  • Start with a free discovery call to understand the prospect's needs.
  • Offer a detailed, personalized proposal based on the discovery call.
  • Handle objections through prepared responses addressing common objections.
  • Secure the deal with an easy-to-understand agreement followed by prompt invoice issuance.

Sales Assets

  • Develop a standard operating procedure (SOP) for the sales process.
  • Prepare a proposal template highlighting the value proposition, process, success stories, and investment details.
  • Develop scripts for the discovery call to ensure consistency and control over the conversation.

Testimonials and Case Studies

  • Request testimonials from satisfied clients immediately after the coaching program.
  • Collect case studies from clients who have significant achievements post-coaching.
  • Display testimonials and case studies prominently on the website and in proposals to foster trust.

Conversion Rate Insights

  • Use CRM (Kit) to track discovery calls to clients converted ratio.
  • Focus on improving the conversion rate through consistent feedback and process refinement.

Urgency and Offers

  • Introduce limited-time offers or discounts to incentivize immediate decision-making.
  • Create scarcity by communicating availability or limited slots in a certain time period.

Guarantees and Risk Reversal

  • Offer satisfaction guarantee - If the client is not satisfied within the first month, they can request a full refund.
  • This risk reversal mechanism should be highlighted in the discovery call and proposal to reassure prospects.

Shock and Awe

  • Send a personalized thank-you note with a small gift (branded merchandise or a book) to prospects post-discovery call.
  • Enroll new clients to 'Strength Pods' (peer learning community), giving them complimentary access as a part of the coaching package.

Follow-up

  • Automate a follow-up email sequence for prospects not ready to make a decision immediately post-discovery call.
  • Provide an option to join a mailing list for value-rich content, nurturing them till they are ready to engage.

Objection Handling

  • Anticipate and address common objections about price, time commitment, and effectiveness of the program in the discovery call and proposal.
  • Develop scripts to handle these objections effectively and reassuringly.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Deliver a personalized welcome email detailing the Strengths OS™ framework and what to expect from the coaching program.
  • Schedule a first-call ice-breaker session to run the client through the structure of the coaching program.
  • Initiate the client into the Strengths Pods community for instant access to peer support and learning.

Communication Cadence

  • Weekly check-ins where the client and coach discuss progress and align on goals.
  • Email updates with key takeaways and reflections after each session.
  • Monthly video newsletters briefing upcoming peer group activities and curated resources.

Client Education

  • Build a knowledge hub on the website with articles, videos, and tools about strengths-based career design.
  • Offer pre-recorded video modules on self-reflection exercises and strategies to align work with personal strengths.
  • Provide access to a library of curated tools, frameworks, and worksheets for ongoing growth.

Personalized Touches

  • Personalized 'Career Milestone congratulations' emails/cards when a client makes significant progress.
  • Surprise gift of a 'Strengths Co.' branded journal for session reflections.
  • Birthday wishes with a special resource for yearly goal-setting.

Visuals and Documentation

  • Document session insights in an easy-to-understand 'Growth Report' shared after each session.
  • Compile before-and-after case studies to visually present the transformation journey.
  • Document and share success stories in video/picture form with clients' consent.

Feedback and Proactive Support

  • Incorporate real-time feedback during sessions and make necessary adjustments.
  • Offer a month-end reflection form to solicit input on the coaching experience.
  • Run bi-annual Net Promoter Score (NPS) surveys to gauge overall client satisfaction and identify areas of enhancement.

Guarantee or Promise

  • Apply 'Clarity or Money-Back' policy offering refund if no significant progress within the first two months.
  • Guarantee of confidentiality and non-judgemental listening.

Operational Excellence

  • Maintain strict punctuality and respect for the client's time.
  • Show up professionally and authentically with a client-first approach.
  • Set clear and consistent client communication standards and guidelines.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Create longer-term packages e.g., 6-month or one-year coaching program with incentives like discounted rates
  • Offer contract renewals with exclusive bonuses like additional 1-on-1 sessions or special access to premium content

Upsells & Cross-Sells

  • Develop an advanced version of the Strengths OS™ framework for customers who want to go to the next level
  • Introduce supplementary services like resume writing or LinkedIn optimization based on strengths.

Bundling & Packaging

  • Offer bundle packages combining coaching with resource access, like Strengths Pods membership or exclusive worksheets

Loyalty & Retention Programs

  • Introduce a referral program, rewarding existing customers for every successful referral with free additional sessions or discounts
  • Design a loyalty program, offering points for repeat customers which can be redeemed against coaching sessions

Custom Services and Personalization

  • Establish premium tiers that offer personalization, such as individual plans tailored to customer's unique needs
  • Provide white-glove service offering access to fast-tracked appointment scheduling, additional consultation time, or direct access to the coach via phone or email for urgent concerns

Pricing Strategy

  • Experiment with value-based pricing for targeted segments who show higher willingness to pay
  • Offer lower rates for longer-term contracts to incentivise commitment

Customer Data and Insights

  • Leverage CRM data to predict potential churn and take proactive measures
  • Conduct regular surveys with customers to identify areas of continuous improvement

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Provide a 10% discount on follow-up coaching sessions for every successful referral.
  • Offer new clients (referees) a free Strengths Recognition Workbook on their first session.

Shareable Assets

  • Customizable email templates for clients to invite friends or colleagues.
  • Personalized referral cards with unique codes and website's URL.

Timing and Triggers

  • Encourage referrals right after the end of a successful coaching session.
  • Set up automated reminders in the CRM, that are triggered after a client completes their initial coaching sessions.

Client Success Stories

  • Create a 'Success Stories' section on the website showcasing client's transformations to inspire referrals.

Referral Contests

  • Host a quarterly 'Referral Growth' competition with prizes like free coaching sessions for the top referrer.

Partner or Affiliate Programs

  • Collaborate with local businesses and organizations for cross-referral opportunities.

Thank-You Experience

  • Surprise top referrers with a premium Strengths Journal or a personalized hand-written note expressing gratitude.

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