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Turning Point

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Owners of food and beverage businesses seeking for consultancy services.

Audience Type

  • B2B
  • Small to mid-sized business owners

Industries (if B2B)

  • Food and Beverage

Needs – Primary Buying Considerations

  • Expert advice on operating successful F&B establishments
  • Solutions for business challenges

Demographics

  • Age Range: 25-50
  • Gender: Both
  • Geography: Saudi Arabia
  • Income Level: Mid to high
  • Profession: Business owners
  • Business Size: Small to mid-sized (1-50 employees)

Psychographics

  • Lifestyle: Business-oriented
  • What they value: Quality advice, industry knowledge
  • Pain Points: Business operation challenges, skill gaps
  • Buying Behavior: Price-sensitive, yet value-oriented
  • Decision-Making Roles:
  • Primary Decision Maker: Business owner
  • Secondary Decision Influencers: Senior management
  • Support Roles: Other staff members

2. My Message to My Target Audience

Refined Elevator Pitch

  • Turning Point propels F&B owners towards business success with Credeno-based consulting, empowering them to attain peak performance and profitability.

Understanding Their Pain Points

  • Uncertainty in navigating the F&B industry
  • Lacking knowledge in profit optimization and strategy setting
  • Sub-optimal business performance despite significant efforts

Transformation

  • Mastery in navigating the F&B industry
  • Increased profitability and optimized operations
  • Stable, successful, and thriving F&B business

Unique Selling Proposition (USP)

  • Unlocks business potentials through tailored Credeno-based consulting
  • Empowers businesses to go from struggling to thriving
  • Proven expertise sets Turning Point apart in the competitive consulting market

Brand Values & One-Liners

  • "Turning Point: Paving your path to peak performance."
  • "Drive profits, not just dishes."
  • "Unleashing your F&B business potential."

Tone

  • Turning Point has a confident and authoritative tone that inspires trust. We aim to empower F&B owners and make them feel supported and confident in their journey towards success.

Hero Text Idea

  • Flag Text: Saudi Arabia's game-changer
  • Main Headline: We empower F&B businesses
  • Sub Headline: Navigate the industry with confidence, optimize profits, and turn your business around with our Credeno-based consulting.
  • CTA: Book your free session today

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

Website

  • Build new website on WordPress - it's cost-effective and supports complex functionalities
  • Track conversions: consultation bookings, newsletter signups, downloads
  • Focus on mobile optimization - important in the Saudi market

Social Media

  • Concentrate on LinkedIn: target business owners and decision-makers in F&B industry
  • Posting frequency: twice a week minimum.
  • Content types: industry tips & advice, case studies, testimonials

Paid Advertising

  • LinkedIn Sponsored Content to promote key messages to the target audience.
  • Campaign goals: brand awareness and lead generation

Content Recommendations

  • Blog posts on F&B industry insights, business strategies, success stories

Podcasts

  • Connect with industry podcasts like "Restaurant Unstoppable," "The Food Business Podcast"
  • Offer to share expert advice as a guest speaker

Directories

  • Add presence on industry-specific directories: e.g., Zomato for restaurants, business directories in Saudi Arabia
  • Join professional networks like Saudi Arabian General Investment Authority (SAGIA)

Publications

  • Write guest articles for food & beverage magazines like "Food Business Gulf & Middle East"
  • Connect with local business news outlets

Partnerships & Outreach

  • Partner with local food suppliers and restaurant equipment retailers for referral programs
  • Engage with local F&B networking events and groups

SEO and Content

  • Focus on key SEO terms: 'F&B Consulting', 'F&B Business Strategy', 'Restaurant Consultant in Saudi Arabia'
  • Utilize blog for organic visibility

Offline and Local Media

  • Run local workshops on F&B business management
  • Offer guest speaker services at notable F&B industry events such as Saudi Horeca

Online Events

  • Run expert webinars to provide business advice and strategies

Online Networking

  • Engage in forums such as FohBoh (Restaurants Community)
  • Join relevant LinkedIn and Facebook groups focused on F&B industry

Cold Outreach

  • Reach out to new F&B establishments via email or LinkedIn
  • Target audience: newly registered F&B businesses in Saudi Arabia
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Downloadable Guide: 'Top 5 Mistakes F&B Owners Make'
  • Free F&B Profitability Calculator
  • Access to exclusive industry webinar

Tripwire Offer

  • Introductory Rate for First Consultation
  • Discounted Audit of F&B business

Welcome Sequence

  • Initial Thank You and Lead Magnet Delivery Email
  • Follow-up Email Highlighting the Value of Consultation
  • Email With Tripwire Offer
  • Periodic Emails with Industry Insights and Success Stories

Segmentation

  • By business size: Small (1-10 employees), Midsize (11-50 employees)
  • By stage of business: Early, Growth, Expansion
  • By business type: Restaurants, Cafes, Food Trucks

Chatbot and Automation

  • Deploy Chatbot to assist with initial inquiries on the website
  • Automated email responses for lead magnet downloads
  • Use CRM automation to segment and target leads with personalized emails

2. My Lead Nurturing System

Marketing CRM

  • Recommend using HubSpot's free CRM for sales and marketing activities
  • Automate email follow-ups, lead nurturing, and reactivation sequences

Automated Follow-Ups

  • Automated 'Thank you' email post-opt-in for lead magnet
  • Weekly follow-ups with consultation sessions and industry insights

Newsletter

  • Quarterly newsletter on F&B industry trends and success stories
  • Segment by business size and type

Retargeting & Ads

  • LinkedIn remarketing to re-engage prospects who interacted with content or ads

Social Media and Content

  • Post 2x weekly on LinkedIn with focus on industry insights and case studies

Webinars and Events

  • Monthly webinars to educate prospects on F&B business management

Other Nurture Channels

  • Use WhatsApp for faster customer service and real-time engagement

3. Sales Conversion Strategy

Sales Process

  • Reach out to new F&B establishments via email or LinkedIn
  • Handle objections with clear explanation of Credeno-based consulting benefits
  • Schedule a free first session to demonstrate value
  • Send a detailed proposal with specific strategies and projected results
  • Close deal by highlighting exclusive services for F&B industry
  • Automate follow-up reminders for non-respondents via email sequence

Sales Assets

  • Develop a standardized email outreach script highlighting USP and free session
  • Create a detailed proposal template showcasing best F&B strategies
  • Design a pitch deck for use during free session
  • Compile a list of successful case studies to demonstrate expertise and results

Testimonials and Case Studies

  • Create a process for gathering testimonials post consultancies
  • Highlight testimonials on the website, and include in proposals and pitch deck
  • Develop case studies and feature on the website and in pitch deck

Conversion Rate Insights

  • Track conversion rate from lead outreach to deal closure
  • Set goal to improve number of scheduled free sessions from initial outreach

Urgency and Offers

  • Offer a limited period discounted rate for first-time clients
  • Use urgency messaging in follow-ups for non-respondents

Guarantees and Risk Reversal

  • Offer a satisfaction guarantee on first paid consultancy following free session
  • Emphasize risk reversal with no long-term contracts and commitment

Shock and Awe

  • Send a welcome gift or discount voucher for F&B industry resources post sign-up
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Send a personalized video message from the consultant welcoming the new client to Turning Point.
  • Provide a thorough briefing on ‘What to Expect’ from the consulting sessions and timelines.
  • Present an outline of the first month's consultation plan to set clear expectations.

Communication Cadence

  • Bi-weekly check-ins via phone calls for progress discussions, planned every other Tuesday.
  • Monthly, concise, and insightful progress reports delivered by email.
  • 24-hour response guarantee for all client communications via email.

Client Education

  • Access to a client-exclusive library of resources, including industry insights, updates, and practical guides.
  • Regularly updated blog tackling common business challenges and emerging trends in the F&B sector.
  • Monthly webinars featuring Q&A sessions with industry experts.

Personalized Touches

  • Quarterly handwritten notes recognizing client loyalty and expressing our gratitude.
  • Birthday messages and a small gift sent to the client.
  • Celebratory messages and acknowledgments on achieving specified milestones during the client's business journey.

Visuals and Documentation

  • Provide report templates that track and visualize business improvements resulting from our consultations.
  • Before and after snapshots showcasing the impact of our consultation on the client's business.
  • Infographics and charts in progress reports to illustrate improvements.

Feedback and Proactive Support

  • Quarterly customer satisfaction surveys asking for feedback and suggestions.
  • A dedicated client relations manager to resolve issues and concerns proactively.
  • Immediate response system for tackling urgent issues.

Guarantee or Promise

  • The 'Turning Point Pledge' guaranteeing satisfaction or a free extra consulting session.

Operational Excellence

  • Ensuring all scheduled calls and meetings start and end on time.
  • Maintaining a clean and professional appearance during video interactions.
  • Upholding high standards of communication – concise, respectful, and personalized.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer a 10% discount for annual contract commitments.
  • Incentivize 6-month renewals with a bonus 1-hour consultation session.

Upsells & Cross-Sells

  • Introduce advanced strategizing sessions as a premium upsell.
  • Cross-sell industry insight reports and data analysis services.

Bundling & Packaging

  • Create a bundle offering that includes regular consulting sessions and ‘emergency’ advice calls.
  • Offer tiered packages based on business size and complexity.

Loyalty & Retention Programs

  • Implement a referral program offering discounted or free sessions for successful referrals.
  • Launch a loyalty program: For every 10 paid sessions, offer 1 session free.

Custom Services and Personalization

  • Provide exclusive 'white-glove' strategic advice for premium clients.
  • Offer personalized business optimization plans based on individual customer data.

Pricing Strategy

  • Offer a discount for long-term commitments to encourage extended retention.
  • Implement value-based pricing that reflects the significant potential ROI.

Customer Data and Insights

  • Install a CRM to track customer behavior, identify churn risks, and reveal upselling opportunities.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a free 1-hour consultation session for referrers
  • Extend a 15% discount on their first consulting package for referees

Shareable Assets

  • Design shareable social media posts that referrers can use to introduce Turning Point
  • Create personalized email templates for referrers to share

Timing and Triggers

  • Ask for referrals after the successful implementation of impactful strategies
  • Solicit referrals during or after free consultation sessions

Client Success Stories

  • Regularly collect testimonials and success stories from satisfied clients
  • Post success stories on the website and social media as referral inspirations

Referral Contests

  • Implement quarterly contests rewarding users who generate significant referrals
  • Prize could be an extended consultancy or a seminar slot

Partner or Affiliate Programs

  • Joint ventures with F&B suppliers or related businesses in Saudi Arabia
  • Launch code-based affiliate tracking and remuneration

Thank-You Experience

  • Personalized thank-you emails for referred business
  • Special recognition on social media platforms for top referrers

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