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Torqn Pty Ltd

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Torqn's ideal customer is a mid-senior to senior level Operations or Safety Leader, primarily from industries such as mining, construction and utilities, facing challenges with worker safety and compliance.

Audience Type

  • B2B
  • Operations and Safety Managers

Industries (if B2B)

  • Mining
  • Construction
  • Utilities

Needs – Primary Buying Considerations

  • Improvement in safety performance and compliance
  • Enhancing worker capability
  • Solutions for document management

Demographics

  • Age Range: 35-55
  • Gender: Primarily male
  • Geography: Australia
  • Income Level: AUD $160k–$350k
  • Profession: Operations/Safety Manager
  • Business Size: 500-20,000 workers

Psychographics

  • Lifestyle: Risk-conscious, constantly firefighting
  • What they value: Safety, consistency, compliance
  • Pain Points: Overloaded with audits, reports, incidents, documents, problems in SharePoint management
  • Buying Behavior: Open to tech solutions that help improve safety and compliance, skeptical of AI
  • Decision-Making Roles:
  • Primary Decision Maker: Operations/Safety Leader
  • Secondary Decision Influencers: CIO (if the organization is more digitally mature)
  • Support Roles: IT/Technology Teams

2. My Message to My Target Audience

Refined Elevator Pitch

  • Torqn solves the information chaos for industrial frontline workers by providing rapid, accurate access to the exact operational procedures they need via their Docs AI. This real-world solution helps lessen errors, ensure safer execution, and progresses a workforce that finally understands their protective procedures.

Understanding Their Pain Points

  • Struggle to find crucial operational information in a timely manner
  • Overwhelmed with document searches on multiple platforms
  • Safety compromised due to misinformation or lack of clarity from procedure documents

Transformation

  • Rapid procedure information at fingertips, reducing time wasted on searches
  • Safer execution of tasks with access to exact and clear procedures
  • Empowered workers with a thorough understanding of operational procedures

Unique Selling Proposition (USP)

  • AI that speaks industrial frontline language for real-world understanding
  • Enhanced safety and traceability with admin oversight
  • Requires no digital transformation or extraneous licensing

Brand Values & One-Liners

  • "Turn every employee into a procedural expert."
  • "The right procedure. Right now."
  • "Find the right step in seconds."
  • "Your procedures, finally usable."
  • "Zero guesswork. Full confidence."

Tone

  • Torqn's tone is authoritative yet empathetic, straightforward, and practical. We want to reassure operational leaders of our commitment to frontline safety while also underscoring our technical capabilities.

Hero Text Idea

  • Flag Text: Australian-made AI Solution
  • Main Headline: Revolutionizing Operational Procedures with AI
  • Sub Headline: Gain instant and accurate access to your operational procedures, ensuring safer, more efficient workforces.
  • CTA: Try Torqn Docs AI Today

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

Website

  • Maintain mobile-friendly, professional design on Webflow
  • Track user analytics via Google Analytics: visitor numbers, source of traffic, time spent on site, bounce rate, etc.
  • Set up conversion tracking for demo sign-ups and contact form submissions

Social Media

  • LinkedIn: Long-form posts highlighting product benefits, customer testimonials, industry-related content; 3-4 times weekly
  • SlideShare: Share presentations and infographics about product functionality and benefits

Paid Advertising

  • LinkedIn ads: Targeted at Operations and Safety Managers within the mining, construction, and utilities sectors
  • Google Ads: Target keywords related to operational procedure management and safety standards

Content Recommendations

  • Webinars: Educate target audience on safety standards, operational procedures, and lesser-known features of the product
  • Case Studies: Highlight successful implementation and positive results with previous clients
  • Blogs: Write about industry trends, safety standards, and benefits of automated operational procedure management

Partnerships & Outreach

  • Partnerships with trade unions: To promote the product among professionals within the mining, construction, and utilities sectors
  • Engage with industry influencers: Promote product use within the industry, supply guest posts, network on LinkedIn

SEO and Content

  • Blog posts: Regularly post SEO-optimized content that focuses on targeted keywords
  • Backlinks: Collaborate with high DA industry-relevant websites for guest blogging and link building

Offline and Local Media

  • Events: Participate in relevant industry conferences, expos and trade shows
  • Sponsorships: Fund local events or publications that cater to the target audience
  • Direct mail: Send printed case studies or product information to potential leads

Online Events

  • Webinars: Regular online sessions highlighting the use and benefits of Torqn Docs Ai
  • Participate in online industry forums, events or webinars

Online Networking

  • Join and actively participate in LinkedIn Groups and other online forums related to mining, construction, and utilities

Cold Outreach

  • Email: Use Ontraport CRM for targeted email campaigns, focusing on the pain points and benefits of the product for the Operations and Safety managers
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Frontline Safety 101' - A downloadable guide on best practices for frontline worker safety
  • 'AI in Operations' - A webinar about leveraging AI for effective procedural management
  • 'Case Study' - Real success stories showcasing how other enterprises improved safety and efficiency with Torqn Docs AI

Tripwire Offer

  • 'Docs AI Demo': Free 14-day trial of the Docs AI platform to experience functionalities firsthand.

Welcome Sequence

  • Welcome email introducing the company and its mission after lead magnet download
  • Follow-up email focusing on the challenges in the industry and how Torqn addresses them
  • Call-to-action email offering the 'Docs AI Demo' trial

Segmentation

  • Segment they belong to (Mining, Construction, Utilities)
  • Lead's role within their company
  • Level of expressed interest (Downloaded lead magnet, Signed up for trial, Inquired about the product)

Chatbot and Automation

  • Implement a chatbot on the website for quick inquiries about the product offering
  • Email automation sequence post-lead magnet download
  • CRM automation to update lead scoring based on interactions.

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Ontraport
  • Automation capabilities: Email campaigns, Lead Scoring, Segmentation
  • Recommended improvements: Explore more functionality such as SMS marketing, Behavior tracking

Sales CRM

  • Current platform: Ontraport
  • Pipeline tracking or handoff process: Develop automated pipelines within Ontraport for customer journey tracking

Automated Follow-Ups

  • Types of automations: Post lead magnet download, demo sign-up, trial completion
  • Frequency or triggers: Immediate follow-up upon action, periodic check-ins within the trial period

Newsletter

  • Frequency: Twice monthly
  • Topics or content pillars: Product feature highlights, industry trends, safety guideposts, case studies
  • Segmentation: Industry (Mining, Construction, Utilities), Interest level

Retargeting & Ads

  • Platforms and goals: LinkedIn ads for targeted outreach to Operations and Safety Managers, Google Ads for spreading product awareness

Social Media and Content

  • Posting frequency: LinkedIn - 3-4 times weekly
  • Content type or campaign focus: Long-form posts highlighting product utility and customer testimonials

Webinars and Events

  • Suggested cadence: Monthly webinars focused on product utility and industry-specific challenges

Other Nurture Channels

  • Chatbot for swift product inquiries on website
  • Utilize CRM for email automation sequences after lead magnet download or trial sign-up

3. Sales Conversion Strategy

Sales Process

  • Awareness: Create visibility through targeted marketing and networking
  • Interest: Engage potential customers via webinars or blogs about the industry
  • Decision: Offer a demo or trial of Torqn Docs AI to help leads experience the product firsthand
  • Action: After a successful demo or trial, propose a Pilot contract
  • Retention: Expand to a full contract and plan for long-term business growth and connection

Sales Assets

  • Develop a comprehensive sales pitch that emphasizes Torqn Docs AI's unique selling points
  • Create a robust product demo that showcases the key features and benefits of the product
  • Prepare clear and concise SOPs and scripts to standardize the sales process and objection-handling

Testimonials and Case Studies

  • Collect customer testimonials and case studies validating the product's efficacy
  • Feature testimonials prominently on the website and in sales proposals

Conversion Rate Insights

  • Incorporate conversion tracking tools to measure the success rate of demos and trials
  • Regularly review and optimize the conversion process based on performance insights

Urgency and Offers

  • Create time-bound offers or incentives to motivate immediate action
  • Deploy retargeting campaigns to maintain engagement and prompt buying decisions

Guarantees and Risk Reversal

  • Offer risk-free trials or demos to encourage trial without commitment
  • Clearly articulate any guarantees or refunds to boost buyer confidence

Shock and Awe

  • Send personalized thank you notes or small gifts after a demo or trial
  • Consistently exceed customer expectations in any interaction or communication
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email with an overview of the Docs AI tool and its functionalities.
  • Follow-up call to discuss setup, integration, and answer any queries.
  • Digital welcome kit including easy-to-follow user guides and best practices.

Communication Cadence

  • Weekly productivity report via email highlighting usage stats and helpful insights.
  • Monthly progress update calls to discuss feedback and potential improvements.
  • Fast response time for all queries (email, chat, phone) to be maintained.

Client Education

  • Comprehensive online knowledge base with FAQs, video tutorials, and troubleshooting guides.
  • Regular webinars showcasing new features, industry use cases, and client success stories.
  • Ready access to compliance and safety best practices.

Personalized Touches

  • Celebration of client milestones, e.g., '1 year on Torqn Docs AI'.
  • Personalized thank you note from the Torqn team after 6 months of using our product.
  • Recognition of client suggestions that are implemented, fostering ownership and partnership.

Visuals and Documentation

  • Clear presentation of progress - before and after implementation of Docs AI.
  • Regular reporting on usage, safety improvements, and training efficacy.

Feedback and Proactive Support

  • Quarterly satisfaction survey with response to feedback.
  • Proactive check-ins to assist with any challenges.
  • Swift resolution of identified issues.

Guarantee or Promise

  • Risk-free trial period so clients can experience the difference without commitment.
  • If expected safety improvements are not achieved, offer extended support at no cost.

Operational Excellence

  • Consistent and proactive communication with all clients.
  • Timely response and resolution of all issues as a standard.
  • Maintain and present a professional image in all interactions.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Encourage annual contracts with a discount for upfront payment.
  • Implement auto-renewal system with reminders prior to renewal date.

Upsells & Cross-Sells

  • Offer additional licenses for larger teams or departments.
  • Develop an advanced version with premium features as an upsell.
  • Promote Doc AI integration services for different systems as a cross-sell.

Bundling & Packaging

  • Bundle different feature sets into tiered packages (Basic, Advanced, Premium).
  • Offer a package that includes priority support and personal assistance.

Loyalty & Retention Programs

  • Develop a loyalty program rewarding long-term customers with perks or discounts on future add-ons.

Custom Services and Personalization

  • Offer personalized training or setup assistance as a premium service.

Pricing Strategy

  • Offer tiered pricing based on the size and needs of the customer.
  • Offer discount incentives for longer contract lengths or larger teams.

Customer Data and Insights

  • Use data analytics to identify high-value customers for personalized retention strategies.
  • Implement a system to identify churn risks early and reach out proactively.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer an extended free trial or service credit to the referrer for each successful referral
  • Offer exclusive first-access to new features or updates for the referee

Shareable Assets

  • Provide pre-made email templates, social posts, and testimonials that customers can use to refer Torqn Docs AI
  • Design digital referral cards carrying both the referrer's and referee's names

Timing and Triggers

  • Request a referral after a customer expresses satisfaction with the service, such as after a successful safety audit or a significant error reduction
  • Integrate reminders into the customer service and success journey

Client Success Stories

  • Share stories of clients who have experienced significant workflow improvements
  • Use these case studies to provide prospective referees with tangible, relatable results

Referral Contests

  • Conduct quarterly referral contests with rewards like additional service credits or priority support

Partner or Affiliate Programs

  • Implement a partner program for industry influencers, with a referral tracking system and exclusive benefits

Thank-You Experience

  • Recognize top referrers with hand-signed thank-you notes from the CEO
  • Publicly acknowledge frequent referrers on company social media platforms

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