Lean Marketing

Before (Prospect)

1. My Target Market

Primary Target Market Summary

True Point Advisors primarily targets entrepreneurial owners of service businesses within the $2M-$12M business size. They are growth-focused, frustrated, and value professional help and collaboration.

Audience Type

B2B
Key customer segments: Entrepreneurial owners

Industries (if B2B)

Service businesses across various industries

Needs – Primary Buying Considerations

Needs assessment and implementation of value acceleration systems
Solutions to business chaos, enhanced earnings, and business value enhancement

Demographics

Age Range: Not Specified
Gender: Not Specified
Geography: United States
Income Level: Not Specified
Profession: Business Owners
Business Size: $2M-$12M

Psychographics

Lifestyle: Entrepreneurial
What they value: Business growth, support, collaboration
Pain Points: Business chaos, need for increased earnings and business value
Buying Behavior: Evaluative, purchases are likely driven by business needs and objectives
Decision-Making Roles:
Primary Decision Maker: Business Owner
Secondary Decision Influencers: Not Specified
Support Roles: Not Specified

2. My Message to My Target Audience

Refined Elevator Pitch

True Point Advisors LLC tailors unique value acceleration systems for entrepreneurial owners, increasing business worth and removing chaos, so they can focus more on growth and less on discord.

Understanding Their Pain Points

Dealing with business chaos
Owners of $2M-$12M businesses seeking growth but feeling frustrated
Struggling to increase the sellable value of their business

Transformation

Increased business worth
A feeling of control over business growth and reduced stress
A clear, optimized business strategy trimming the chaos and allowing focus on growth

Unique Selling Proposition (USP)

Marrying value acceleration methodology with business operating system methodology
Access to peer collaboration, coaching support, and readiness assessments
Expertise in turning struggle into growth and chaos into value

Brand Values & One-Liners

'Turning chaos into opportunity, we're your navigators to growth.'
'Building blocks of value. Deleting chaos.'
'Your guide in the entrepreneurial landscape. Unlock value, unlock success.'

Tone

True Point Advisors strikes a clear, confident tone with a focus on understanding, guidance, and empowerment. Its messaging aims to instill confidence and optimism in frustrated growth-focused owners.

Hero Text Idea

Flag Text: 'United States'
Main Headline: 'Unlock Growth With True Point Advisors'</br>- Sub Headline: 'Drive away chaos, unlock your business potential. Start building value now. It's time for your business to soar.'</br>- CTA: 'Start Your Journey With Us'

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

Website

Recommend using WordPress due to its wide range of plugins and scalable solutions
Optimize site for mobile-first experience given the trend of mobile searches for B2B services
Set up Google Analytics to track most visited sections, user behaviour and conversion rates

Social Media

Focus on LinkedIn for organic content around business growth tips and success stories
Post bi-weekly to nurture audience on LinkedIn
Utilize LinkedIn's Poll feature to solicit input from audience

Paid Advertising

Use LinkedIn Sponsored Content for targeting industry specific professionals
Employ Google Ads to target searches around business growth services and value acceleration

Content Recommendations

Develop Case Studies highlighting how you've helped businesses to eliminate chaos
Post blog series on entrepreneur success stories

Podcasts

Initiate your own podcast 'The Business Value Builder'
Seek appearances on B2B specific podcasts like B2B Growth Show

Directories

Get listed on business services directories like ThomasNet

Publications

Seek features in publications like Forbes, Entrepreneur Magazine focusing on SME growth strategies

Partnerships & Outreach

Partner with local chambers of commerce for speaking opportunities
Forge partnerships with financial service firms who serve similar target markets

SEO and Content

Regularly update blog with keyword-rich content promoting your services
Seek guest blogging opportunities to increase backlinks and organic reach

Offline and Local Media

Host local business events & workshops focused on business growth strategies
Sponsor local entrepreneur meet-ups

Online Events

Host monthly webinars on business-growth-related topics

Online Networking

Join entrepreneur focused groups on LinkedIn

Cold Outreach

Use LinkedIn InMail to reach out to potential leads targeting owners of businesses in the $2M-$12M range

During (Lead)

1. My Lead Capture System

Lead Magnet

"Business Fitness Calculator" - a tool to estimate the current sellable value of their business
"Accelerate Your Business Guide" - a free eBook with tips on growth strategies
"Scale with Confidence Checklist" - a list of necessary steps to drive business growth

Tripwire Offer

"Business Kickstart Session" - a discounted initial coaching session to showcase value of full services
"Mini Business Assessment Report" - a low-cost, detailed analysis of a business' current state

Welcome Sequence

Automate an email sequence for new leads:

1. Thank-you and introduction email with the lead magnet

2. Follow up email to discuss the lead magnet

3. Soft pitch for the Tripwire Offer

4. Success stories or case studies

5. Final pitch for consultation or service

Segmentation

Segment leads based on their business size and industry
Tag business owners who showed interest in different lead magnets and tripwire offers

Chatbot and Automation

Implement a website chatbot to answer FAQs and collect contact details
Use CRM automation to follow up with leads after chatbot interactions

CRM Improvement

Integrate CRM with website and chatbots for seamless data collection
Setup CRM to automatically tag and segment leads based on their interactions
Use CRM to track lead nurturing process and conversion metrics

2. My Lead Nurturing System

Marketing CRM

Current platform: Unknown, specifics not given
Automation capabilities: Unclear, assuming CRM may not be fully utilized for automation
Recommended improvements or replacements: Zoho CRM due to affordability, automation capabilities, and easy integration with other tools

Sales CRM

Current platform: Unknown, specifics not given
Pipeline tracking or handoff process: Deploy Zoho CRM to manage entire sales pipeline
Recommended upgrades: Integration of CRM with website, email marketing tool, and chatbot for streamlined lead nurturing

Automated Follow-Ups

Types of automations: Post-opt-in welcome email sequence, regular value-driven content, abandoned cart, re-engagement emails
Frequency or triggers: Immediate follow-up after opt-in; regular emails 2x monthly; re-engagement if no interaction in 30 days

Newsletter

Frequency: Bi-monthly
Topics or content pillars: Business growth strategies, business chaos management, peer success stories, latest blogs, and webinar invites
Segmentation: By business size ($2M-$12M), industry, and level of engagement with prior emails

Retargeting & Ads

Platforms and goals: LinkedIn Lead Gen Ads (for highly targeted B2B audience); Google Ads (to capture high intent searches)

Social Media and Content

Posting frequency: LinkedIn posts 2-3 times per week
Content type or campaign focus: Business case studies, growth tips, company updates, event announcements

Webinars and Events

Suggested cadence or purpose: Monthly webinars or live Q&As on topics related to business growth and value acceleration; yearly masterclass event

Other Nurture Channels

Chatbot: Website chatbot for FAQ and lead capture (consider platforms like Tars or MobileMonkey)
SMS: Reminders for webinar events and major updates, using platforms like EZ Texting

3. Sales Conversion Strategy

Sales Process

Update CRM with prospects and 'next steps'
Automate follow-up reminders after discovery and fit meetings

Sales Assets

Create a sales script for discovery and fit meetings
Develop SOP for handling objections related to cost or time investment

Testimonials and Case Studies

Ask satisfied clients to provide testimonials
Showcase testimonials on the website and in sales proposals

Conversion Rate Insights

Use CRM data to track conversion from initial inquiry to paying customer
Continuously refine the sales process based on conversion rate data

Urgency and Offers

Develop a scarcity messaging, e.g., 'We only accept a limited number of clients each month'
Offer fast action incentive, like an additional coaching session

Guarantees and Risk Reversal

Consider creating a 'results' guarantee or partial refund if certain KPIs are not met

Shock and Awe

Send high-value prospects a small, personalized gift after fit meeting

After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Personalized welcome email, outlining next steps
Initial strategic kickoff call after signing up
Hand-delivered welcome kit with branded merchandise and useful resources

Communication Cadence

Biweekly check-ins via a video call to discuss progress and clarify doubts
Regular email updates summarizing project advancements, monthly.

Client Education

Access to a comprehensive knowledge hub that includes whitepapers, case studies, and webinars
Training videos to help clients better understand value acceleration systems
Webinars to introduce new features or updates

Personalized Touches

Personalized, handwritten birthday and anniversary cards for client's business
Celebratory gifts or discounts after milestones achieved
Sending thank-you notes after project completion

Visuals and Documentation

Before and after reports to showcase the impact of our engagement
Monthly detailed progress reports presented through data visualization

Feedback and Proactive Support

Monthly satisfaction surveys to gauge client experience, with a quick response to issues
Quarterly Q&A webinars to provide proactive support
Proactive weekly updates to forecast potential issues and suggest solutions

Guarantee or Promise

Commitment to measurable improvement within the first quarter of engagement
"Satisfaction or your money back" guarantee for first-time clients

Operational Excellence

Flexible scheduling enabling clients to choose their convenient time for meetings
Maintaining appearance standards for onsite visits
Communication standards to ensure prompt and professional responses to every query

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Introduce annual contract options with a 10% discount for upfront payment
Offer a 'Business Fitness Reboot' package as a renewal incentive, including a collaborative overhaul of business processes every 12 months

Upsells & Cross-Sells

Develop advanced 'Elite' coaching support as a premium upsell
Promote cross-sell of tailored business value assessments to existing clients

Bundling & Packaging

Create tiered packages like 'Business Stability' (basic), 'Business Growth' (intermediate), and 'Business Mastery' (advanced)
Bundle Owner Readiness Assessments with high-tier offerings

Loyalty & Retention Programs

Implement a 'Client Excellence Program' where customers receive exclusive invites to industry talks and networking events after 6 months
Reward client referrals with one month of enhanced coaching support free of charge

Custom Services and Personalization

Offer custom 'Owner Preparedness' reviews and value acceleration plan designs for high-value clients
Include white-glove project management support for top-tier package customers

Pricing Strategy

Introduce a pricing increase (5-10%) for clients who are not locked into annual contracts
Offer bundle discounts that cater to different business needs, maintaining a high perceived value

Customer Data and Insights

Utilize current CRM to track engagement metrics (session duration, module completion etc.), identifying and proactively reaching out to at-risk clients
Analyze individual client's program usage data to identify new upsell or cross-sell opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Provide a 15% discount on next month's service for successful referrals
Offer first month 10% off for newly referred customers

Shareable Assets

Pre-made social media posts, highlighting the benefits of working with True Point Advisors LLC
Personalized email templates for easy sharing
Referral cards to give to peers during industry events

Timing and Triggers

Ask for referrals after successful business value assessments
Trigger a referral request email to customer after 3 months of service

Client Success Stories

Share testimonials on website and social media, tagging the client if they give permission, to inspire referrals

Referral Contests

Host a biannual referral contest, rewarding the client with the most successful referrals with a free business evaluation

Partner or Affiliate Programs

Explore partnership potentials with CEO peer groups and establish a structured referral process

Thank-You Experience

Personalized thank you email from the CEO for successful referral
Acknowledgment of top referrers in the company's newsletter

True Point Advisors LLC

Your 1-Page Marketing Plan is Ready!