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The Strengths Co.

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Mid-career professionals feeling unfulfilled or uncertain about their career direction, seeking self-alignment, clarity, and purposeful growth.

Audience Type

  • B2C
  • Mid-career professionals

Needs – Primary Buying Considerations

  • Strategic, human-driven career alignment
  • Self-discovery, personal growth, and purpose
  • Hands-on tools and structures for action planning

Demographics

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

Psychographics

  • Lifestyle: High achievers facing burnout
  • What they value: Purpose, authenticity, personal growth
  • Pain Points: Uncertainty about career future, feeling unfulfilled in current role
  • Buying Behavior: Thoughtful, reflective, open to self-discovery

2. My Message to My Target Audience

Refined Elevator Pitch

  • The Strengths Co. empowers mid-career professionals to design meaningful careers aligning with their unique strengths. Through our Strengths OS™ framework, we instill clarity, confidence, and purpose, transforming professional lives.

Understanding Their Pain Points

  • Feelings of unfulfillment despite career success
  • Struggles with defining what truly drives them
  • Uncertainty about next steps in their career journey

Transformation

  • Gain clarity and confidence in career decisions
  • Alignment of work with personal strengths and values
  • Renewed sense of purpose and fulfillment in career

Unique Selling Proposition (USP)

  • Combining strengths psychology with strategic career design
  • Proven Strengths OS™ framework for career path clarification
  • Exclusivity in turning self-awareness into actionable direction

Brand Values & One-Liners

  • 'Uncover your unique strengths; create your future'
  • 'Shape your career with clarity, confidence, and purpose'
  • 'Trade uncertainty for action-oriented self-awareness'

Tone

  • Our brand voice exudes empathy, motivation, and authenticity. We strive to make our clients feel supported, empowered, and hopeful about their career transformation.

Hero Text Idea

  • Flag Text: 'Singapore’s Premier Strengths Coaching'
  • Main Headline: 'Discover your strengths, Design your future'
  • Sub Headline: 'Turn self-awareness into a fulfilling, future-ready career. With Strengths OS™, explore who you are, align with your passion, and take strategic steps.'
  • CTA: 'Start Your Transformation Now'

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

Website

  • Enhance LinkedIn page with more client testimonies and success stories
  • Focus on desktop-based content, as the target audience likely accesses LinkedIn during work hours on their computers
  • Track conversions such as profile visits, connections, direct messages

Social Media

  • Engage actively on LinkedIn with 3 posts per week, focusing on success stories, professional development insights, and client testimonies
  • Explore Instagram for sharing coaching experiences and emphasising the human perspective in career transitions

Paid Advertising

  • Run targeted ads on LinkedIn to reach mid-career professionals in specific industries (technology, consulting, financial services, education) and roles (Manager, Senior Manager, Consultant, Regional Lead)

Content Recommendations

  • Share introspective posts/articles reflecting common challenges faced by mid-career professionals and the role of strengths-led career design in overcoming them
  • Develop infographics illustrating the Strengths OS™ framework

Podcasts

  • Featured guest on podcasts specifically catering to career transitions or personal growth such 'Career Relaunch', 'How to Be Awesome at Your Job', and 'WorkLife with Adam Grant'

Directories

  • Enrol in business directories in Singapore focused on personal growth and professional development services such as SG Business Directory, Yelu.sg, Zipleaf

Publications

  • Share career-development insights, tips and experiences via guest posts on popular online publications read by the target audience. Explore Medium, Forbes, and Fast Company

Partnerships & Outreach

  • Connect with organizations like the Human Capital Leadership Institute, Jobscentral Learning, or Lifelong Learning Institute for joint ventures or speaking opportunities

SEO and Content

  • Improve organic visibility via SEO — target keywords like 'career coach Singapore', 'career design', 'professional development'
  • Regularly update LinkedIn 'Articles' section with valuable content

Offline and Local Media

  • Look into speaking opportunities at career development seminars, business networking events, HR forums in Singapore

Online Events

  • Organize webinars or virtual workshops around strengths psychology and career design

Online Networking

  • Participate in LinkedIn groups like 'Career Professionals Singapore', 'Singapore Professionals Networking'

Cold Outreach

  • Find potential leads through LinkedIn and connect with a personalized introductory message about how Strengths Co. could help them redefine their career path
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free career clarity guide for mid-career professionals
  • Strengths Assessment Quiz with personalized results reported
  • Webinar: Turning Self-Awareness into Action

Tripwire Offer

  • Low-cost introductory one-on-one coaching session
  • A series of weekly, actionable strength-building email lessons

Welcome Sequence

  • Email 1: Personal welcome, introduction to The Strengths Co.
  • Email 2: Share career clarity guide or strengths quiz results
  • Email 3: More about Strengths OS™ and its benefits
  • Email 4: Special offer for introductory coaching session

Segmentation

  • Segment leads by self-identified career pain points
  • Level of engagement with free content (opens, clicks)

Chatbot and Automation

  • LinkedIn Autoresponder to manage inquiries
  • Automated webinar registration follow-ups

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Kit
  • Automation capabilities: Automated emails and SMS
  • Recommended improvements: Segmentation based on career pain points and engagement with free content

Sales CRM

  • Current platform: Kit
  • Pipeline tracking: CRM to track leads and customer interaction
  • Recommended upgrades: Implement pipeline tracking for lead statuses

Automated Follow-Ups

  • Types of automations: Post-opt-in, abandoned webinar registration, reactivation
  • Frequency or triggers: After sign-up, no interaction for a month, missed webinar registration

Newsletter

  • Frequency: Weekly
  • Topics or content pillars: Success stories, career design tips, industry insights
  • Segmentation: By career level and industry

Retargeting & Ads

  • Platforms and goals: LinkedIn remarketing to capture those who have interacted with the website or LinkedIn profile, Google Ads to target specific keywords related to career coaching

Social Media and Content

  • Posting frequency: Three times a week on LinkedIn, once a week on Instagram
  • Content type: Success stories, career design tips, interactive infographics, posts/articles relating to the pain points of the target market

Webinars and Events

  • Suggested cadence: Monthly webinars on hot topics like strengths-based career design and switching careers

Other Nurture Channels

  • Chatbot: LinkedIn autoresponder for managing inquiries
  • SMS: Automated SMS reminders for webinar registrations.

3. Sales Conversion Strategy

Sales Process

  • Continue using LinkedIn for content marketing and lead generation
  • Promptly respond to comments and private messages
  • Introduce a 1:1 Discovery Call to discuss potential client needs
  • If promising, propose the Strengths OS™ framework and coaching plan

Sales Assets

  • Need a structured sales script for Discovery Calls
  • Create coaching proposal template, including the Strengths OS™ framework description, client benefits, pricing, and terms
  • Develop a company pitch deck for partnerships or potential investors

Testimonials and Case Studies

  • Collect testimonials immediately after a coaching program conclusion
  • Use testimonials in marketing assets (LinkedIn posts, website)
  • Case studies can share specific victory stories

Conversion Rate Insights

  • Monitor LinkedIn engagement rates and Discovery Calls booking
  • Track conversion from Discovery Call to a paid client
  • Use these rates to identify the success of different messaging or offers

Urgency and Offers

  • Introduce time-bound offers (e.g., 'Limited spots on my coaching calendar')
  • Incentivize quick action (e.g., 'Exclusive bonus for first 10 sign-ups')

Guarantees and Risk Reversal

  • Offer a satisfaction guarantee or money-back clause to mitigate risk

Shock and Awe

  • Deliver a small gift (book, journal) as a surprise to newly signed clients
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome letter with a personalized message outlining the Strengths OS™ framework and its benefits
  • Kick-off video call to discuss the client's career aspirations, fears, strengths, and personal growth goals
  • Clear next steps delivered via a detailed roadmap for the journey ahead

Communication Cadence

  • Weekly check-in emails offering encouragement and addressing any issues or concerns
  • Monthly video calls to discuss progress, adjust strategies, and set new milestones
  • Availability for ad-hoc calls as required by the client

Client Education

  • Leverage LinkedIn to share weekly nuggets of career development insights
  • Create a private learning hub offering access to useful resources (videos, articles, worksheets)
  • Regular webinars to discuss topics such as harnessing strengths and avoiding burnout

Personalized Touches

  • Celebratory emails or calls when clients reach key milestones
  • Personalized learning suggestions based on each client’s Strengths OS™ results and learning style
  • Birthday wishes with a free career or strengths-related e-book gift

Visuals and Documentation

  • Provide a visualized strengths profile report after initial assessment
  • Regular progress reports mapping client’s development
  • Professional portfolio templates to showcase their career growth and strengths

Feedback and Proactive Support

  • Regularly scheduled feedback calls
  • Quick response system to resolve any issues or concerns
  • Suggestion box for areas of potential improvement or topics of interest

Guarantee or Promise

  • No improvement, no fees promise over a specified timeframe
  • Risk-free initial consultation

Operational Excellence

  • Ensure punctuality for all meetings
  • Maintain a professional yet empathetic demeanor
  • Strict client data privacy and confidentially policy

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer an optional annual coaching package at a discounted rate to incentivize long-term commitment

Upsells & Cross-Sells

  • Introduce an advanced coaching program as an upsell opportunity for existing customers
  • Cross-sell additional services such as group coaching sessions, or specific training modules

Bundling & Packaging

  • Bundle group coaching sessions into the main coaching package for a premium pricing tier
  • Offer discounted package of coaching sessions when bought in bulk

Loyalty & Retention Programs

  • Establish a referral system where existing customers get a discount off their next session for every client they refer
  • Implement a loyalty card system where customers earn points for every session that can be redeemed for future discounts

Custom Services and Personalization

  • Offer customized coaching plans tailored to individual needs, going beyond the standard coaching package

Pricing Strategy

  • Introduce a sliding scale pricing model where long-term clients receive progressive discounts
  • Offer installment payment options to make packages more affordable and approachable

Customer Data and Insights

  • Implement tracking in CRM to identify customer patterns, satisfaction levels and potential churn indicators

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a discount on next Strengths OS™ session for successful referrals
  • Give new clients a bonus session if they were referred

Shareable Assets

  • Create testimonial videos that clients can share on LinkedIn
  • Design referral cards with Strengths Co. branding

Timing and Triggers

  • Ask for referrals after a breakthrough or success story
  • Automate referrer thank-you notes using CRM Kit

Client Success Stories

  • Collect testimonials for publication on LinkedIn and strengthco.com

Referral Contests

  • Run a quarterly referral contest with Strengths Pod membership as a prize

Partner or Affiliate Programs

  • Develop partnerships with HR departments in target industries

Thank-You Experience

  • Recognize top referrers with handwritten thank-you notes

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