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Voor Wanneer

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Voor Wanneer's primary target is first-time pregnant women or new mothers, who are seeking emotional support during their motherhood journey.

Audience Type

  • B2C
  • Key customer segments: New mothers, first-time expectant mothers

Needs – Primary Buying Considerations

  • Emotional support during pregnancy or after childbirth
  • Rich, personal, empowering content

Demographics

  • Age Range: Likely 20-40
  • Gender: Female
  • Geography: Not specified, assumed global
  • Income Level: Middle to high (given the product's cost)
  • Profession: Varies

Psychographics

  • Lifestyle: Likely balance between career and personal life.
  • What they value: Emotional wellbeing, nurturing relationships, self-care
  • Pain Points: Lack of support during vulnerable, changing life stage
  • Buying Behavior: Likely to make careful, emotionally-driven decisions

Secondary Target Market

  • Friends or family members seeking meaningful gift for expectant/new mother.
  • Needs: Unique, thoughtful gift offering personal emotional support
  • Buying Behavior: More impulsive, driven by occasion or event

2. My Message to My Target Audience

Refined Elevator Pitch

  • Voor Wanneer offers new moms a lifeline in letter form, providing personalized support during the unpredictable journey of motherhood. This way, they always have guidance, reassurance, and connection at their fingertips, even in the most isolating moments.

Understanding Their Pain Points

  • The overwhelming changes of first-time motherhood
  • Feeling isolated and unsupported in their new role
  • Lack of gifts and attention focused on the mother's emotional needs

Transformation

  • Instant, on-demand emotional support
  • Reassurance and guidance during challenging phases of motherhood
  • Feeling appreciated, seen, and honored as a new mother

Unique Selling Proposition (USP)

  • Designed exclusively for the overlooked emotional needs of new mothers
  • Personalized support in the form of loving, hand-written letters
  • A powerful alternative to generic baby-oriented gifts

Brand Values & One-Liners

  • Letters for when you need it most, comfort for all of motherhood
  • More than a gift; it's a lifeline for new mothers
  • Unwrap the gift of support, empowerment, and love

Tone

  • Our brand speaks with warmth, supportiveness, and depth. We aim to evoke feelings of consolation, understanding, and maternal solidarity.

Hero Text Idea

  • Flag Text: Catering to New Mothers Globally
  • Main Headline: Letters of Solace for New Mothers
  • Sub Headline: Discover our unique letter sets, offering timely support and empowerment when you need it most.
  • CTA: Start Your Journey with Voor Wanneer Today

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

Website

  • Improve website user experience to focus on emotional connection
  • Optimize webpage for mobile users
  • Setup Google Analytics to track user engagement and conversion

Social Media

  • Prioritize Instagram, targeting expecting/new moms communities
  • Post content 3-4 times a week featuring customer stories, advice on motherhood, and product explanations

Paid Advertising

  • Google Ads campaign targeting keywords related to baby shower gifts
  • Facebook and Instagram ads targeting pregnant women/New moms age 20-40

Content Recommendations

  • Blog posts and Instagram reels sharing new mother's stories, tips for the first-time moms

Partnerships & Outreach

  • Partner with parenting blogs, mom influencers on Instagram for product promotion

SEO and Content

  • Blog posts targeting keywords related to baby shower gifts, motherhood journey

Offline and Local Media

  • Participate in maternal and baby fairs, distribute product flyers

Online Events

  • Host webinars with expert psychologists discussing motherhood challenges and solutions

Online Networking

  • Engage with potential customers in Facebook or Reddit communities targeting new/pregnant moms

Directories

  • Get featured in gift directories, local business directories

Cold Outreach

  • Cold email gift shops or maternity clinics for potential collaboration.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Motherhood Survival Guide' eBook
  • 'First Year Crises' - a guide for common motherhood challenges and their solutions
  • 'Personalized Pregnancy Timeline'- a guide designed around the mother's due date

Tripwire Offer

  • 'First Month Letter Package' - a lower-priced product featuring letters for the first month after birth

Welcome Sequence

  • Email 1: Welcome message with access to the lead magnet
  • Email 2: Personal story sharing the importance of emotional support during motherhood
  • Email 3: Introduce the Product
  • Email 4: First purchase discount offer

Segmentation

  • 'New Customers': Triggered after first purchase
  • 'Engaged subscribers': Triggered by open rates and click through rates

Chatbot and Automation

  • Use a chatbot on the website to answer basic queries and assist in the shopping process
  • Auto-respond email setup for new queries or purchase orders

2. My Lead Nurturing System

Marketing CRM

  • Since the business does not currently have a CRM, recommended to implement HubSpot due to its marketing automation capabilities, comprehensive contact management, and integrations with Wordpress

Sales CRM

  • Even for a small business, a CRM is vital for keeping track of customers and optimizing the sales pipeline
  • Again, HubSpot CRM can be employed due to its sales-specific features, and seamless integration with the Marketing module

Automated Follow-Ups

  • Post-purchase follow-up email with tips on when to open the letters and offering the opportunity to buy more as gifts
  • Reactivation email sequence when a user hasn't engaged in over 60 days

Newsletter

  • Biweekly newsletter highlighting new stories and advices for new moms and featuring customer testimonials
  • Customer Segmentation based on lead magnet downloaded and buying behavior

Retargeting & Ads

  • Facebook and Instagram remarketing to anyone who visited the check-out page but did not complete the purchase
  • Timely Google Ads targeting 'new mother gifts' or 'baby shower gifts' keywords

Social Media and Content

  • Consistent posting on Instagram (3-4 times a week), focused on sharing customer testimonials, advices, and product spotlights

Webinars and Events

  • Monthly webinars highlighting challenges and remedies for first time mothers, featuring guest psychologists or veteran moms

Other Nurture Channels

  • Use a Chatbot tool like Tidio for 24/7 customer inquiries, potential lead generation, and enhancing overall customer experience

3. Sales Conversion Strategy

Sales Process

  • Create mailing list for web visitors to capture leads
  • Add FAQ section on website to answer common product-related queries
  • Ensure seamless checkout process on the website
  • Set up automatic follow-up emails to encourage purchases

Sales Assets

  • Create customer testimonial videos for social proof
  • Develop a script for responding to sales inquiries
  • Make a detailed product presentation for potential B2B partners

Testimonials and Case Studies

  • Prompt customers to leave a review after purchase
  • Collect stories of how product helped during motherhood for case studies
  • Showcase testimonials and case studies prominently on website and social media

Conversion Rate Insights

  • Use Google Analytics to track website conversion rate
  • Focus on optimizing the checkout process to increase conversion
  • Set a goal of improving conversion by 10% in the next quarter

Urgency and Offers

  • Introduce time-bound discounts or bundles for special occasions like Mother's Day
  • Create a “limited quantity” message on website to stimulate purchases
  • Offer free shipping for early bird orders

Guarantees and Risk Reversal

  • Provide a 'love it or money back' guarantee for risk reversal
  • Show that satisfaction guarantee prominently on the website and the checkout page

Shock and Awe

  • Send personalized thank you notes or small gifts to new customers
  • Host a monthly lucky draw for buyers
  • Reward referrals with discounts or freebies to build customer loyalty
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • A warm welcome email with personalized suggestions on the best times to open each letter
  • Digital guide on how to make the best of the lettersets, creating anticipation
  • An invitation to join a virtual supportive community of other moms

Communication Cadence

  • Monthly check-ins and reading reminders via email or text
  • Occasional uplifting texts or emails, aligned with common post-birth milestones

Client Education

  • Access to a digital support hub with FAQs, new mom stories, and well-being tips
  • Regularly updated blog with articles on motherhood, self-care, and emotional resilience

Personalized Touches

  • Birthday wishes or ‘Mom-aversary’ celebration messages
  • Special discounts or perks on the mom's birthday or on notable child-related dates

Visuals and Documentation

  • Beautifully presented lettersets with a detailed index card

Feedback and Proactive Support

  • Regular survey invitations to feedback on the supportiveness of the product
  • Quick, empathetic responses to any issues, with immediate resolution

Guarantee or Promise

  • 'Love it or Leave it' guarantee with a hassle-free return policy

Operational Excellence

  • Reliable delivery, ensuring lettersets arrive beautifully packaged and on time
  • High standards in communication and customer interaction

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce a subscription model for personalized letters throughout the motherhood journey

Upsells & Cross-Sells

  • Offer special occasion letter sets (e.g., first birthday, milestones)
  • Push affiliate products that align with mothers' needs (Baby care products, self-care items)

Bundling & Packaging

  • Create premium bundle with supplementary materials (e.g., guidebooks, journals)
  • Offer 'Letters for Years' package; Comprehensive support for multiple years of motherhood

Loyalty & Retention Programs

  • Introduce referral program; discounts for referrals to other new mothers
  • Offer a special 'Milestone' reward for customer anniversaries

Custom Services and Personalization

  • Upsell 'custom letter' options based on specific needs
  • Offer premium service of 'direct-to-recipient' letter service

Pricing Strategy

  • Implement tiered pricing; Basic, Premium, VIP letter sets
  • Offer discounts for extended subscription commitments
  • Test higher pricing with added value inclusions

Customer Data and Insights

  • Develop a simple CRM process to track customer preferences and behaviors
  • Regularly survey customers to identify unmet needs and create targeted offers

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a discount on the next purchase when a referred friend buys a letterset
  • Give the referred friend a welcome discount on their first purchase

Shareable Assets

  • Create ready-to-share Instagram posts capturing key moments when a letter could provide support
  • Design referral-specific promotional postcards to be included in each letterset purchase

Timing and Triggers

  • Request referrals after a product purchase, during the ‘delightful unboxing’ experience
  • Automate a referral request email to be sent 2 weeks post-purchase, likely when the product has been utilised

Client Success Stories

  • Collect video or written testimonials of the first-time moms after they open a letter at critical moments
  • Share these testimonials on the website and social media channels to inspire future customers and referrers

Partner or Affiliate Programs

  • Partner with influencers or bloggers in the mom-baby niche for wider product outreach
  • Set up an affiliate tracking system to reward these partners based on the new customers they bring

Referral Contests

  • Organize quarterly referral contests offering personalized motherhood-related rewards

Thank-You Experience

  • Send a handwritten thank-you note to top referrers
  • Recognize high-volume referrers on social media for wider acknowledgment

Take Your Marketing Plan to the Next Level

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