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Vezerva

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  3. Execute it (start with ONE section)

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Vezerva's ideal customer is an independent beauty professional who values simplicity, autonomy, and control over their business operations.

Audience Type

  • B2C
  • Independent beauty professionals

Needs – Primary Buying Considerations

  • Streamlined scheduling and booking process
  • Freedom from third-party booking platforms
  • Mobile-friendly solution for managing appointments
  • Control over schedule and client data
  • Accessibility to multi-lingual clients

Demographics

  • Age Range: 20-50 years
  • Gender: Primarily Female
  • Geography: United States
  • Income Level: $20,000-$70,000
  • Profession: Hairstylist, barbers, nail technicians, makeup artists, spa therapists

Psychographics

  • Lifestyle: Independent, digitally savvy
  • What they value: Simplicity, autonomy, control over their business operations
  • Pain Points: Complex scheduling, third-party booking platforms, inaccessibility to multilingual clients
  • Buying Behavior: Prefer using mobile apps and digital tools

SECONDARY TARGET MARKET

  • Beauty salons or parlours seeking a simple and effective scheduling and booking platform.

2. My Message to My Target Audience

Refined Elevator Pitch

  • Vezerva offers independent beauty professionals a direct, distraction-free platform for managing schedules and bookings. By eliminating tedious manual coordination and third-party encroachments, it enables professionals to focus on their craft and build stronger relationships with their clients.

Understanding Their Pain Points

  • Struggling with inconsistent and chaotic manual scheduling methods.
  • Losing clients to competition on third-party booking platforms.
  • Inability to showcase their personal brand and establish direct, lasting client relationships.

Transformation

  • Seamless, organized, and stress-free appointment management.
  • Enhanced loyalty and stronger relationship with clients.
  • More time to focus on service quality and business growth.

Unique Selling Proposition (USP)

  • Direct booking system for total control over schedules and appointments.
  • Multilingual interface for utter inclusivity and international clientele access.
  • Distinct one-to-one connection with no third-party interference or competition.

Brand Values & One-Liners

  • "Scheduling simplicity for the passionate beauty professional."
  • "Your personal booking assistant—anywhere, anytime."
  • "Total control over your business, complete freedom from distractions."
  • "No marketplace. No middlemen. Just you and your clients."

Tone

  • Vezerva speaks to independent beauty professionals with a tone of empowerment and ease. The language is straightforward and minimalistic, mirroring the simplicity offered by the platform itself. It's all about instilling a sense of control, confidence, and peace of mind within the user.

Hero Text Idea

  • Flag Text: "Elevate Your Beauty Business"
  • Main Headline: "Serve Your Clients, Not the Schedule"
  • Sub Headline: "Benefit from the simplicity and direct connection Vezerva provides. Schedule appointments faster, manage easier, and strengthen your bond with clients without third-party distractions."
  • CTA: "Start Your Free Trial"

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

Website

  • Improve the website's SEO by optimizing it for keywords related to 'booking platform for beauty professionals'
  • Use detailed, attractive visuals and video tutorials to demonstrate how Vezerva stands out from competitors
  • Incorporate Google Analytics to monitor user behavior and track conversions
  • Use mobile-first design considering professionals are likely on-the-go

Social Media

  • Instagram, focus on regular posting of before and after transformations, behind scenes of professionals using Vezerva, and client testimonials
  • LinkedIn, share thought leadership content and industry trends
  • Post new content at least 3-4 times a week on all channels

Paid Advertising

  • Continue with Apple Search Ads but also launch similar campaigns on Google Ads
  • Consider FB and IG ads targeting independent beauty professionals
  • Use persuasive ad copy emphasizing USPs and trial offer

Content Recommendations

  • 'How to' guides for setting up profiles, scheduling appointments, transitioning from manual to digital, managing multiple locations
  • Success stories or case studies of existing users

Podcasts

  • Appear on 'Modern Salon Podcast' or 'Hairpreneur Podcast' to discuss industry trends and introduce Vezerva

SEO and Content

  • Regular blog articles on website on topics such as 'Boosting productivity for beauty professionals' or 'How Vezerva simplifies scheduling'
  • Use researched keywords within the content

Offline and Local Media

  • Attend local beauty trade shows or events to present Vezerva
  • PR outreach to local lifestyle or business publications

Online Events

  • Webinars on topics like 'Going digital with your beauty business' using Vezerva as a demonstration

Online Networking

  • Participate in relevant FB groups or forums like 'Beauty Professional Networking Group' or 'SalonGeek'

Partnerships & Outreach

  • Partner with suppliers or brands in the beauty industry (like haircare or skincare companies) for cross-promotions
  • Reach out to top beauty schools or academies to offer Vezerva demos or collaborations

Directories

  • Register on software review sites like G2, Capterra, or app directories
  • Benefit from listing on 'BeautyGuild' or 'SalonSearch'
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Mastering Schedule Management 101' - A digital guide for independent beauty professionals on effective scheduling
  • 'Migrate To Vezerva' - Free email course showing how easy it is to transition from manual or third-party platforms to Vezerva
  • 'Boost Your Beauty Biz' - A weekly newsletter with tips, trends, and updates in the beauty industry

Tripwire Offer

  • 'First Month Free' - Offer a month's free use of Vezerva Pro subscription to reduce risk
  • 'Pro for $1' - Provide full access to Vezerva Pro for $1 for the first month

Welcome Sequence

  • Welcome Email: Thank lead for subscribing, introduce Vezerva's benefits, and provide lead magnet content
  • Second Email: Share user testimonials of Vezerva
  • Third Email: Give a walkthrough video or guide of setting up Vezerva
  • Fourth Email: Share FAQs and address common concerns

Segmentation

  • Tag new subscribers based on the lead magnet they opted for
  • Segment users on Sendgrid based on usage patterns (frequency and longevity of use, number of clients added, etc.)

Chatbot and Automation

  • Implement a chatbot on the website to answer basic queries and collect leads
  • Automate the onboarding sequence with Sendgrid to engage new users
  • Use Sendgrid's automation tools to deliver lead magnet content instantly

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Sendgrid
  • Automation capabilities: Email Sequences, Segmentation, A/B Testing, Analytics
  • Recommended improvements: Integrate with website for form sign-ups & bots

Automated Follow-Ups

  • Welcome Email: Appreciation for subscribing + lead magnet download
  • Educational Sequences: Exploring Vezerva's USPs in detail, Overcoming scheduling issues, Maximizing benefits from Vezerva
  • Post Free Trial Follow-up: Highlighting the benefits experienced during the trial
  • Segmented notifications: Tailored recommendations and tools based on the user’s utilization pattern

Newsletter

  • Frequency: Bi-weekly
  • Topics: Success stories, Best practices, Utility-based tips, Upcoming features
  • Segmentation: New users, Active users, Inactive users

Retargeting & Ads

  • Platforms: Google Remarketing Ads, Facebook and Instagram Ads
  • Goals: Re-engage visitors who abandoned sign-up, retarget audiences who interacted with the previous ad campaigns

Social Media and Content

  • Posting frequency: At least 3 times a week
  • Content type: Educational (booking management tips), Promotional (announcements, offers), User-generated (testimonials)

Webinars and Events

  • Suggested cadence: Monthly webinar covering topics like 'Managing a digital-first beauty business'

Other Nurture Channels

  • Use Chatfuel for website chatbot to assist visitors at any time
  • Integrate SMS via platforms like Twilio on Sendgrid to send reminders and personalized offers

3. Sales Conversion Strategy

Sales Process

  • Develop automated emails for sign-up thank you, trial starts, trial ends using Sendgrid.
  • Create an onboarding video explaining how to set up profiles and add services.
  • Send weekly product tips, best practices, and success stories.

Sales Assets

  • Create a comparison document highlighting Vezerva's USPs over competitors.
  • Develop a short but persuasive script to handle objections from leads over social media or email.

Testimonials and Case Studies

  • Request reviews or testimonials from satisfied customers.
  • Feature these reviews on main website page and during sign-up process.
  • Develop case studies about customers who saw significant improvement in their business after using Vezerva.

Conversion Rate Insights

  • Implement conversion rate tracking in Google Analytics.
  • Set up goals for free trial sign-ups and conversions into paying customers.
  • Regularly review data and derive insights for process improvement.

Urgency and Offers

  • Offer early-bird discounts or exclusive offers on yearly subscriptions to induce urgency.
  • Limited time referral programs for customers to earn free months of service.

Guarantees and Risk Reversal

  • Highlight 'Cancel Anytime' policy prominently during sign-up process.
  • Assure ‘Money-back guarantee’ for first-time users who are not fully satisfied.

Shock and Awe

  • Send a personalized thank you note upon sign-up.
  • Surprisingly extend the free trial period for an additional week with an email explaining 'we believe you may need more time to fully experience the benefits of Vezerva'.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Simple and swift sign-up process using a clean, intuitive interface.
  • Automated welcome email outlining how to get the most out of Vezerva.
  • Video guide to help users set up their professional profile, list services, and manage schedules.

Communication Cadence

  • Instant notifications for new bookings and appointment reminders.
  • Monthly customer newsletters showcasing new features, tips, and success stories.
  • Quarterly personalized email report summarizing user's booking activities and progress.

Client Education

  • A comprehensive Knowledge Base with FAQs and troubleshooting help.
  • On-demand video tutorials covering platform usage and best practices.
  • Webinars discussing business growth tips for beauty professionals.

Personalized Touches

  • Birthday emails coupled with a one-month free upgrade to premium features.
  • User milestone recognition - celebrate 1/5/10 years as a loyal Vezerva user or 500/1000 appointments logged.
  • A yearly thank-you email appreciating their commitment to Vezerva

Visuals and Documentation

  • Clear visual representations of schedule availability and booked appointments.
  • Send booking confirmation and summary emails to both users and their clients.
  • Option for users to capture and share 'Before and After' photos of services provided.

Feedback and Proactive Support

  • Regular user surveys to gather feedback and suggestions for improvement.
  • Rapid response system for addressing user queries and technical issues.
  • Incorporating customer feedback in updates with feature release notes attributing the change to user suggestions.

Guarantee or Promise

  • A 'What you see is what you get' assurance - no hidden costs or features.
  • A promise that Vezerva will always be a direct booking system with no competition.
  • Risk-free free trial with full access to all Vezerva features for a period of time.

Operational Excellence

  • Reliable system availability and robust data protection measures.
  • Ensuring multi-lingual support to serve a diverse userbase.
  • Maintaining consistency in user interface and experience across platforms (web, iOS, Android).

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer discounted annual contracts to incentivize long-term commitment
  • Create tiered packages offering additional features/benefits with an annual contract

Upsells & Cross-Sells

  • Offer upgrade options for features like advanced reporting, data insights, or marketing tools
  • Introduce cross-sells like SMS notifications, or branded personal booking pages

Bundling & Packaging

  • Introduce tiered offers starting with basic scheduling, higher tiers can include multilingual support, advanced reporting
  • Propose an all-in-one packages with all features upfront for a discounted price

Loyalty & Retention Programs

  • Implement a points-based loyalty program rewarding usage
  • Offer refer-a-friend rewards to incentivize current customers to bring new customers

Custom Services and Personalization

  • Offer personalized plans adapting specifically to their needs (e.g., more locations, larger client base)

Pricing Strategy

  • Offer discounts or perks for customers paying annually to incentivize long-term commitment

Customer Data and Insights

  • Implement a robust CRM system to track usage, churn, and upselling opportunities
  • Leverage data insights to improve product and offer personalized experiences to high-value customers

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Exclusive 20% discount on next month's subscription for referrers
  • Special one-month free offer for referees

Shareable Assets

  • Pre-designed social media posts with booking links
  • Email templates thanking for referrals and providing initial offer details
  • Referral cards with unique QR code for offline sharing

Timing and Triggers

  • Trigger referral requests after three successful bookings
  • Automation through CRM to prompt referral messaging post-booking

Client Success Stories

  • Share positive user testimonials on website and social platforms
  • Create 'Success Spotlight' monthly blog featuring top referrer

Referral Contests

  • Quarterly 'Top Referrer' contest with free annual subscription prize

Partner or Affiliate Programs

  • Partnerships with beauty schools and training platforms
  • Affiliate links providing unique rewards based on referrals

Thank-You Experience

  • Personalized thank-you email with additional surprise discount
  • Feature top referrers on official social channels for recognition

Take Your Marketing Plan to the Next Level

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