Primary Target Market Summary

• Managing Directors in manufacturing companies with a revenue of 50M to 250M AUD who are responsible for EBITDA performance to the Board and want to improve their decision-making process related to profit.

Audience Type

• B2B
• Managing Directors, Operations Managers

Industries (if B2B)

• Manufacturing

Needs – Primary Buying Considerations

• Desire clearer link between decision-making and profit
• Seek efficient budgeting tools
• Aim to stop arguments about cost-cutting, focus on profit-making actions

Demographics

• Geography: Primarily New Zealand, but possibly also Australia given revenue metrics
• Business Size: Companies with revenues of 50M - 250M AUD

Psychographics

• Frustrations include budgeting complications and confusing management reports
• Goal to centralize decision-making for company-wide benefits
• Often face obstacles in CFO holding financial data or IT controlling the tools
• Primary Decision Maker: Managing Director
• Secondary Decision Influencers: CFO, IT department

Refined Elevator Pitch

• Withinsite Consulting harmonizes operational managers and sales in manufacturing businesses by reshaping financial metrics, resulting in increased profit and customer satisfaction while sidestepping bureaucratic roadblocks.

Understanding Their Pain Points

• Difficulty linking decisions with profit margins
• Budgeting is a political tussle, not a tool for leadership
• Lack of clarity on which products and customers are profitable

Transformation

• Clear correlation between decision-making and increased profit
• Budgeting as a powerful leadership tool, not a headache
• Eradicating cost-cutting arguments and facilitating profitability-focused conversations

Unique Selling Proposition (USP)

• Specializes in boosting profit from existing resources
• Offers money-back guarantee if key benefits are not realized
• Provides simulated results using client data for proof of concept

Brand Values & One-Liners

• 'Transforming financial frictions into profit opportunities'
• 'Break down silos; Build up profits'
• 'Partner with sales, rocket your ROI'

Tone

• Withinsite Consulting communicates with a blend of confidence, authority, and empathy, radiating a reassuring combination of expertise and understanding. The desired response from customers is a feeling of relief, confidence, and the excitement of embarking on a journey that aligns their teams towards profit.

Hero Text Idea

• Flag Text: 'Where operational leaders transform their business'
• Main Headline: 'Leverage your financial metrics for peak profitability'
• Sub Headline: 'Break the budgeting deadlock, inspire decision-making clarity, and foster cross-departmental harmonization. All while accelerating your profitability.
• CTA: 'Begin your profitability transformation now'

Website

• Continue using WordPress due to its flexibility and robustness.
• Implement Google Analytics to track key conversions such as Contact Form Submissions.
• As B2B audiences tend to use desktop for research, optimize the website for desktop viewing.

Social Media

• Focus on LinkedIn due to the B2B nature of the business.
• Post thought leadership content 2-3 times per week.
• Share case studies and success stories.

Paid Advertising

• Invest in LinkedIn Advertising, targeting Managing Directors and Operations Managers in the manufacturing industry.
• Set lead generation as the primary campaign objective.

SEO and Content

• Create a keyword strategy focused on 'business financial consultancy' and related terms.
• Publish a bi-weekly blog on insights related to financial management in the manufacturing industry.

Partnerships & Outreach

• Continue partnerships with software vendors for lead generation.
• Explore partnerships with other consultancies that don't provide financial consulting.

Offline and Local Media

• Attend and sponsor relevant industry events like manufacturing expos in New Zealand.
• Consider direct mail to selected high-potential prospects.

Online Networking

• Join relevant LinkedIn groups related to financial management and manufacturing.
• Engage in discussions and share valuable insights on these platforms.

Cold Outreach

• Use LinkedIn and Email for cold outreach to Managing Directors in the manufacturing sector in New Zealand.
• Offer a free initial consultation as a conversation opener.

Online Events

• Host webinars related to financial management in the manufacturing industry to provide value and generate leads.