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Withinsite Consulting Ltd.

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Operations managers of small to medium-sized manufacturing businesses in New Zealand, who aim for better supply chain management and improved financial metrics.

Audience Type

  • B2B
  • Manufacturing Industry

Industries (if B2B)

  • Manufacturing

Needs – Primary Buying Considerations

  • Effective supply chain management
  • Improved financial metrics
  • Enhanced customer service and reduced inventory management

Demographics

  • Age Range: Mid 40s to mid 50s
  • Gender: Not specified
  • Geography: New Zealand
  • Income Level: Not specified
  • Profession: Operations Manager
  • Business Size: $110M AUD revenue

Psychographics

  • Lifestyle: Looking for less operational chaos and better work environment
  • What they value: Control over inventory costs, reliable supply chain, operational efficiency
  • Pain Points: Ineffective Sales control can cause unpredictable inventory costs and disorganisation.
  • Buying Behavior: Seeks solutions with proven results, appreciates money-back guarantees, likely to spend significant amounts for a good solution and support
  • Decision-Making Roles:
  • Primary Decision Maker: Operations Manager
  • Secondary Decision Influencers: CEO, Sales team
  • Support Roles: Production Planners

2. My Message to My Target Audience

Refined Elevator Pitch

  • Withinsite Consulting Ltd. empowers operations managers in SME manufacturing businesses to flawlessly manage the supply chain. Our unique methods mute the white noise of standard replenishment systems, leading to efficient operations, tranquil minds, and increased capital flow.

Understanding Their Pain Points

  • Held accountable for inventory costs despite lack of control over Sales Promises
  • Constant amendments to orders and forecasts causing strain with suppliers and uncertainty in customers
  • Overwhelmed by incessant MRP exception messages that are now the norm

Transformation

  • Achieve financial targets despite supply and demand volatility
  • Provide a stable work environment for supply chain staff through reduced chaos
  • Eliminate the need for one-off spreadsheets and exports from the ERP system

Unique Selling Proposition (USP)

  • Our innovative approach that separates urgent signals from the traditional supply chain noise
  • Money back guarantee and supportive through the change
  • Our partnership with SaaS vendors and a commitment to continuous improvement

Brand Values & One-Liners

  • "Turning Chaos into Clarity: Your Supply Chain Solution."
  • "Focus. Align. Profit. Withinsite Consulting Ltd."
  • "Building Lean, Agile Supply Chains for Tomorrow's Manufacturing Businesses."

Tone

  • Our brand speaks in a friendly, professional and empathetic tone to manifest trust and camaraderie. We make our clients feel heard, understood, and confident in their choice to partner with us.

Hero Text Idea

  • Flag Text: Enabling New Zealand's Manufacturing Sector
  • Main Headline: Streamlining Supply Chains for Enhanced Profitability
  • Sub Headline: Achieve operational excellence and peace of mind with Withinsite Consulting Ltd.
  • CTA: Start Your Supply Chain Transformation Today

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

Website

  • Ensure that Withinsite Consulting Ltd.'s offerings and USPs are clearly communicated
  • Include customer testimonials and case studies
  • Implement High-quality SEO focusing on the keywords 'supply chain consultations for Manufacturing SMEs', 'Operations consultants New Zealand', etc.

Social Media

  • LinkedIn: This platform is a priority as the target audience is B2B and professional-oriented. Posting 3-5 times per week focusing on industry news, thought leadership, and success stories
  • Regularly publish articles on LinkedIn Pulse on how effective supply chain management results in cost efficiency and improved customer service

Paid Advertising

  • Google Ads: Utilize search ads with keywords related to supply chain consultation for manufacturing
  • LinkedIn Ads: Sponsored content and InMail targeting Operations Managers in SME Manufacturing Companies in New Zealand

Content Recommendations

  • Start a blog on the website: Topics - Best practices for Supply Chain Management, How to improve operational efficiency, etc.

Podcasts

  • Appear on industry-specific podcasts like 'Talking Logistics' and 'Supply Chain Brain'

Directories

  • Get listed in Business directories specific to New Zealand like 'Finda' and industry-specific directories like 'Kompass'

Publications

  • Write articles or secure interviews with Manufacturing Trade Publications like New Zealand Manufacturer Magazine (NZM) and Manufacturing News

Partnerships & Outreach

  • Continue partnering with Saas vendors that serve the manufacturing industry
  • Outreach to professional bodies like New Zealand Manufacturers and Exporters Association (NZMEA) for speaking opportunities

SEO and Content

  • Blog posts with keywords around 'Supply chain consultancy'
  • Case studies showcasing success metrics of previous projects

Offline and Local Media

  • Participation or sponsorship of manufacturing trade shows and conferences in New Zealand
  • Reach out to local news to be featured in business sections

Online Events

  • Host webinars on improving Supply Chain efficiency in SMEs

Online Networking

  • Join LinkedIn and Facebook groups for New Zealand Manufacturers and Operations Managers

Cold Outreach

  • Target Operations Managers and CEOs on LinkedIn with a personalised message outlining the benefits of Withinsite's services
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Supply Chain Efficiency Checklist: A handy tool for Operations Managers to quickly gauge their supply chain effectiveness.
  • Supply Chain Pitfalls eBook: A comprehensive guide on common mistakes in supply chain management and how to avoid them.
  • ROI Calculator: An interactive tool where they can enter their details to calculate potential savings through efficient supply chain management.

Tripwire Offer

  • Mini Workshop: Organize a low-priced introductory workshop on efficient supply chain management methods.
  • Quick Audit: Offer an affordable quick supply chain audit to provide personalised recommendations.

Welcome Sequence

  • Email 1: Thank you message and deliver the lead magnet. Highlight major pain points resonating with the target audience.
  • Email 2: Share a customer success story, humanise the brand.
  • Email 3: Introduction to the tripwire offer.

Segmentation

  • Tag leads generated from LinkedIn differently to identify most profitable channels.
  • Segment based on the type of lead magnet downloaded for personalised communication.

Chatbot and Automation

  • Use chatbot for 24/7 customer service, answering frequently asked questions.
  • Automate follow-up emails after a user interacts with the chatbot to enhance lead nurturing.

2. My Lead Nurturing System

Marketing CRM

  • Current platform: HubSpot
  • Automation capabilities: Email campaigns, lead scoring, landing pages, analytics
  • Recommended improvements: Use the CRM for segmenting audiences, automation of email sequences

Sales CRM

  • Current platform: HubSpot
  • Pipeline tracking or handoff process: Use pipeline management tool in HubSpot, define clear stages
  • Recommended upgrades: Implement deal stages that align with the customer journey

Automated Follow-Ups

  • Types of automations: Welcome email series, tripwire offer follow-ups, reactivation emails
  • Frequency or triggers: After lead magnet download, tripwire purchase, prolonged inactivity

Newsletter

  • Frequency: Monthly
  • Topics or content pillars: Industry updates, supply chain tips, success stories
  • Segmentation: Based on lead source and lead magnet type

Retargeting & Ads

  • Platforms and goals: LinkedIn ads for lead generation, Google Ads for search retargeting

Social Media and Content

  • Posting frequency: 3-5 times a week on LinkedIn
  • Content type or campaign focus: Thought leadership, industry news, company updates

Webinars and Events

  • Suggested cadence: Quarterly webinars focused on supply chain efficiency tips

Other Nurture Channels

  • Use a chatbot on the website for instant customer interaction
  • Utilize SMS for salient updates or reminders

3. Sales Conversion Strategy

Sales Process

  • Simplify LinkedIn awareness strategy with well-crafted posts and articles targeting pain points
  • Automate the process between lead magnet and 30-minute consult
  • Ensure seamless scheduling for the introductory workshop - consider a scheduling tool like Calendly
  • Follow up with prospects promptly after each stage, personalizing the communication
  • Use a CRM tool like Hubspot to keep track of all engagements and tasks

Sales Assets

  • Develop an engaging and persuasive sales script for 30-minute consults
  • Create a comprehensive presentation for the 1-day workshop outlining Withinsite Consulting's approach
  • Design an impactful proposal template incorporating proof of concept, testimonials, and clear pricing
  • Develop SOPs for each stage of the sales process to ensure a consistent experience for every lead
  • Leverage case studies in proposals and during sales conversations for context-specific selling

Testimonials and Case Studies

  • Implement a systemized way of asking for testimonials post-implementation of the service
  • Utilize these testimonials on the website, in social posts, and in the sales process
  • Create in-depth case studies showcasing success stories, emphasizing on financial benefits
  • Showcase testimonials and case studies prominently on the website and in sales proposals

Conversion Rate Insights

  • Track conversion rates at each stage of the sales process via Hubspot
  • Analyze performance data to identify and address potential friction points
  • Continuously test and optimize website and sales script to improve the conversion rates

Urgency and Offers

  • Use time-bound offers to promote urgency e.g., “Limited spots for this month’s workshop. Book Now!”
  • Communicate scarcity when spots for Consulting services or Workshops are running low
  • Trial fast mover incentives, such as a bonus "Supply Chain Health Check"

Guarantees and Risk Reversal

  • Reinforce the money-back guarantee at every touchpoint to address the risk aversion
  • Include the guarantee in proposals, the website, and consults; emphasize the 'support during change' guarantee

Shock and Awe

  • Send a surprise gift, e.g., a branded planner notebook, after the initial consult
  • Consider higher-value gifts or discounts for leads who convert faster than average
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email with a personal video message from the CEO
  • Kickoff video call to clarify and set expectations
  • Comprehensive Welcome Kit sent post kickoff call

Communication Cadence

  • Weekly status updates via emails
  • Monthly check-in video calls
  • Free simulations discussed during quarterly review meetings

Client Education

  • Access to online resources like FAQs, Guides
  • Dedicated training on how to read and interpret progress reports

Personalized Touches

  • Handwritten thank you notes post signing
  • Celebration of client milestones with gifts that reflect New Zealand culture

Visuals and Documentation

  • Monthly reports with before-and-after comparisons
  • Visual progress recaps in quarterly review meetings

Feedback and Proactive Support

  • Quarterly client feedback surveys
  • Prompt response and resolution of issues
  • Regular updates about any identified and resolved issues

Guarantee or Promise

  • End of project satisfaction survey with the Money back guarantee reminder
  • Assurance of support during the change

Operational Excellence

  • Punctuality in all meetings and schedules
  • Adherence to defined communication and appearance standards

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer annual contracts with attractive discounts for early renewals

Upsells & Cross-Sells

  • Provide additional services like 'Supply Chain Audits' and 'Staff Training' as upsell opportunities
  • Sell 'Supply Chain Optimization' packages to existing clients who previously purchased 'Supply Chain Management' solutions

Bundling & Packaging

  • Bundle 'Supply Chain Audit', 'Staff Training' and 'Supply Chain Optimization' services into a comprehensive 'Supply Chain Mastery' package
  • Offer tiered service levels where each level comes with additional benefits and personalized consulting options

Loyalty & Retention Programs

  • Implement a referral program that provides a discount on next service for every successful referral

Custom Services and Personalization

  • Offer clients the chance to upgrade to personalized consulting service, which includes more direct time with the lead consultant

Pricing Strategy

  • Offer incentives for long-term commitment, such as reduced pricing for those who pre-pay for a year in advance

Customer Data and Insights

  • Utilize HubSpot data to identify clients who could benefit from upsells or custom services

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Cash or gift card rewards for referring parties.
  • Discounted or free services for referrals that become clients.

Shareable Assets

  • Pre-scripted LinkedIn posts for clients to share.
  • Infographic on the results achieved through improved supply chain.
  • Referral codes to share with contacts in the same industry.

Timing and Triggers

  • Following success stories, use CRM's email automation to ask for referrals.
  • Encourage staff to ask for referrals when clients express satisfaction.

Client Success Stories

  • Regularly spotlight happy clients via LinkedIn posts.
  • Encourage clients to share success stories with their networks.

Referral Contests

  • Annual 'Refer a Friend' contest with rewarding prize.

Partner or Affiliate Programs

  • Partnership programs with other industry vendors.

Thank-You Experience

  • Send handwritten thank-you notes to each client who refers.
  • Feature top referrers on website and LinkedIn page.

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