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Working Lands Project

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Working Lands Project primarily caters to young, passionate, married farming entrepreneurs (35 years old), feeling overwhelmed by farming complexities but are eager to learn more about holistic farm management.

Audience Type

  • B2C
  • Farming entrepreneurs, agriculturalists

Needs – Primary Buying Considerations

  • Need for simpler farm management tools
  • Desire to learn about holistic farming practices

Demographics

  • Age Range: 30-40
  • Gender: Both Male and Female
  • Geography: Globally
  • Income Level: $50k salary per year from farming activities
  • Profession: Farmers, agriculturalists

Psychographics

  • Lifestyle: Rural, farming lifestyle
  • What they value: Holistic farm management, environmental sustainability
  • Pain Points: Overwhelmed by the complexity of farm management
  • Buying Behavior: Attend conferences, explore online education options

Decision-Making Roles

  • Primary Decision Maker: Farm owner
  • Secondary Decision Influencers: Farm partners/spouses
  • Support Roles: Online sessions, in-person training

2. My Message to My Target Audience

Refined Elevator Pitch

  • The Working Lands Project empowers family farmers to manage their lands holistically and achieve their ideal life by providing a clear, principle-based decision framework.

Understanding Their Pain Points

  • Overwhelm in managing inherited family farmland
  • Feeling directionless amid the complexities of farm ownership
  • Struggling to uphold tradition while simultaneously improving the land

Transformation

  • Obtain a clear, manageable action plan for their farmland
  • Feel empowered and in control of their farming future
  • See tangible improvement in land health and profitability

Unique Selling Proposition (USP)

  • Prioritizes farmers' personal contexts over trendy tools
  • Proprietary method based on Holistic Management principles
  • Always leads to farm improvements that align with the farmer's personal values

Brand Values & One-Liners

  • 'Roots Down, Future Up: Mapping Your Ideal Farm Life'
  • 'Holistic Farm Management Tailored to You'
  • 'Your Land, Your Life: Gain Control with Clarity'

Tone

  • The brand speaks with authenticity, reassuring commitment and a clear vision, leading with empathy for struggling family farmers and a heartfelt desire to assist them in achieving the life they aspire to.

Hero Text Idea

  • Flag Text: 'Family Farmland Advisors'
  • Main Headline: 'Holistic Management for Your Family Farm'
  • Sub Headline: 'Shape your agricultural legacy with a custom plan that respects both your values and your farmland. Embrace simplified holistic farm management for a profitable, sustainable future.'
  • CTA: 'Start Crafting Your Farm Plan Today'

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

Website

  • Optimize the website for organic SEO focusing on 'Holistic Farm Management' and 'Sustainable Farming Practices'
  • Monitor user activity via Google Analytics to track progress and performance
  • Ensure mobile accessibility for farming clients who are often on the go

Social Media

  • Focus on Instagram and Facebook, popular platforms among the farming community
  • Post engaging content such as client testimonials, behind-the-scenes, educational videos, etc.
  • Implement a consistent posting schedule of 3-4 times per week

Paid Advertising

  • Use Google AdWords targeting keywords related to farm management and holistic farming
  • Facebook ad campaigns promoting online courses and magnifying reach

Content Recommendations

  • Create blog posts on topics: 'Benefits of Holistic Farming', 'Easy Steps to Sustainable Agriculture'
  • Develop how-to guides or e-books for download and capture interested email addresses

Podcasts

  • Consider starting a podcast discussing farming challenges and solutions
  • Join relevant farming podcasts such as 'Future of Agriculture', 'Farm Small, Farm Smart'

Directories

  • List in farming directories like Agriaffaires, Farms.com
  • Join local business directories for visibility among local farming community

Publications

  • Write articles for farming focused publications such as 'Modern Farmer', 'Farmers Weekly'

Partnerships & Outreach

  • Partner with local agricultural institutions and farming equipment companies for joint webinars or events

SEO and Content

  • Optimize all website and content for SEO
  • Use specific keywords aligned with farming practices and pain points

Offline and Local Media

  • Participate in farming related expos and events as exhibitors or speakers
  • Collaborate with local farming clubs for workshops

Online Events

  • Host webinars on holistic farm management topics

Online Networking

  • Join online farming forums and Facebook groups like 'Farm Direct', 'Beginning Farmers'

Cold Outreach

  • Target potential clients via LinkedIn and farm related groups on Facebook
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Package Guide: '5-Step Path to Holistic Farm Management' — a free PDF download outlining the high-level process of their method.
  • Farming Quiz: 'Are You Ready for Holistic Farming?' — generates personalized reports on their readiness and areas to improve.
  • Webinar: 'Crafting Your Ideal Farm Life' — an interactive session diving into the hardships and rewards of the journey.

Tripwire Offer

  • Mini-Course: $49 'Quick-Start to Holistic Farming' — covering key basics to get started with holistic farming.
  • 1:1 Consultation: $99 'Farm Assessment & Strategy Session' — a personal session to discuss their farming situation.
  • Farm Management Toolkit: $30 — helpful checklists, templates, and resources.

Welcome Sequence

  • Email 1: Thanks for joining, introduce the program and what they can expect to learn.
  • Email 2: Case study showcasing a farm's transformation using holistic management.
  • Email 3: Nurture email explaining why holistic management is essential for farms.
  • Email 4: Offer email selling the tripwire.
  • Email 5: Follow-up email and urgency reminder about the tripwire.

Segmentation

  • Farm Size: Segment leads based on their farm size to personalize communication.
  • Years in Farming: Segment based on experience level to provide relevant resources.
  • Farm's Gross Revenue: Segment based on economic status to pitch the main course properly.

Chatbot and Automation

  • Chatbot: Use it to handle basic inquiries, qualify leads, and schedule consultation calls.
  • Chat sequence for organic social leads: If they interact on social media, direct them to the website, and capture their information via the chatbot.
  • Automated follow-ups: To nurture leads who didn't purchase the course after attending a webinar or downloading a lead magnet.

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: HubSpot CRM due to affordability and robust marketing automation features

Sales CRM

  • Recommended platform: Zoho CRM for its easy-to-use interface and lead sorting capacity

Automated Follow-Ups

  • Post-opt-in: Send a welcome email introducing the business and detailing next steps
  • Abandoned cart: Send follow-up emails reminding the prospect about the course they left in their cart
  • Reactivation: Target dormant leads with personalized offers or updates about course details

Newsletter

  • Frequency: Bi-weekly
  • Topics: Case studies, new updates from agriculture world, tips for managing farms
  • Segmentation: Based on farm size, years in farming, and gross revenues

Retargeting & Ads

  • Platforms: Facebook for its superior retargeting capabilities

Social Media and Content

  • Posting frequency: 3 times a week on Instagram and Facebook
  • Content type: Behind-the-scenes, educational videos, client testimonials

Webinars and Events

  • Suggested cadence: Monthly webinars to introduce holistic farming principles and their application

Other Nurture Channels

  • Chatbot: Implement a chatbot for immediate response to basic inquiries
  • SMS: Use SMS for vital updates and reminders

3. Sales Conversion Strategy

Sales Process

  • Streamloine course registration process on the website with a clear roadmap and scheduler
  • Monitor and analyze visitor behavior on the registration page to reduce drop-offs
  • Set automated follow-up emails for incomplete registrations

Sales Assets

  • Develop sales script emphasizing the unique selling proposition and core benefits for phone inquiries
  • Create SOPs for handling phone inquiries and online registrations
  • Design compelling course outline for prospect reference
  • Develop testimonials request template post-course completion

Objection Handling and Guarantee Strategy

  • Create an FAQ document addressing common objections and inquiries, include it on the website
  • Offer satisfaction guarantee - if customers feel the course did not bring value, full refund offered

Testimonials and Case Studies

  • Request testimonials from past successful clients and feature them on the website and social media
  • Develop compelling case studies showing tangible benefits post-course completion for clients
  • Create a "Wall of Success" on the website showcasing testimonials and case studies

Conversion Rate Tracking and Improvement Ideas

  • Use Google Analytics to track conversion rates from website visit to course registration
  • Aim for a gradual, consistent improvement in conversion rates through ongoing optimization

Seasonal Offers or Urgency Messaging

  • Present seasonal course offers around busy times for farmers
  • Include countdown to registration close for each course, create a sense of urgency
  • Offer early bird bonuses for clients who register far in advance

Shock and Awe

  • Send welcome care packages to registrants with branded farming materials
  • Offer personalized thank you notes after course completion
  • Give small, unexpected bonuses during the course (additional learning resources, access to tools, etc.)
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome emails sent out immediately after registration with key resources and next steps.
  • Farm Management starter kit sent out with useful farming tips based on holistic management principles.
  • A personal phone call to every new client to welcome them and answer any initial queries.

Communication Cadence

  • Bi-weekly emails with progress inspirations and success stories.
  • Monthly personalized check-ins and discussions on phone.
  • Instant updates via a dedicated SMS line.

Client Education

  • Regular webinars on holistic farming and the decision-making framework.
  • A host of 'how-to' and 'DIY' videos available on the website.
  • Frequently updated FAQs and guides on the online portal.

Personalized Touches

  • Birthday and holiday greetings sent out.
  • Acknowledgment and celebration of key farming milestones.
  • Personal thank you note with every successful step completion.

Visuals and Documentation

  • Regular photos from the farms, celebrating small successes.
  • Detailed progress reports showing improvement in farm management.
  • Visual depictions of improvements and upcoming plans.

Feedback and Proactive Support

  • Easy access to support via a dedicated helpline.
  • Regular surveys to identify issues early and improve services.
  • Feedback system for resolving issues and incorporating suggestions.

Guarantee or Promise

  • Holistic management principles based success guarantee, backed by prior success stories.
  • Risk-free policy with the promise of guidance until satisfactory results.

Operational Excellence

  • High punctuality standards for all interactions.
  • A flexible class and session scheduling mechanism.
  • Immediate response standards for service and support systems.
  • Consistency in communication and service style keeping client comfort in mind.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement an option for annual renewals of the farm plan service at a discounted rate
  • Offer exclusive advanced modules as part of an annual contract

Upsells & Cross-Sells

  • Introduce advanced online classes focused on specific domain areas
  • Offer personalized 1:1 consulting calls as an add-on service

Bundling & Packaging

  • Bundle online classes with in-person sessions for a premium package
  • Create a comprehensive package including plan service, advanced modules, and consulting calls

Loyalty & Retention Programs

  • Launch a referral program rewarding clients who refer other farmers
  • Introduce a loyalty system offering discounts for future courses or services

Custom Services and Personalization

  • Offer custom farm plan design as a premium service
  • Introduce personal online Q&A sessions with experts as a premium add-on

Pricing Strategy

  • Provide discounts for upfront payment of annual contracts
  • Offer financing options for the comprehensive package

Customer Data and Insights

  • Implement a CRM to track client interactions and identify opportunities
  • Survey clients for feedback to improve services and identify upsell opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a discount on future services for successful referrals
  • Provide exclusive bonuses or features to referred customers

Shareable Assets

  • Create social post templates celebrating successful farm transformations
  • Develop referral cards featuring key benefits and delivered at end of service

Timing and Triggers

  • Encourage referrals after the completion of an in-person class
  • Prompt referrals after successful online sessions

Client Success Stories

  • Highlight transformation stories through social media and email newsletters
  • Invite satisfied customers to share their experiences on dedicated testimonial web page

Referral Contests

  • Launch annual 'Farm Transformation' contest rewarding most successful referral

Partner or Affiliate Programs

  • Collaborate with relevant conferences to offer discounts for referrals
  • Establish partnerships with agricultural influencers to expand referral network

Thank-You Experience

  • Send a personalized thank you note for successful referrals
  • Publicly recognize top referrers on website and social media platforms

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