We have the people in place so now we need a razor sharp strategy.
These are some of the things we are playing with.
Strategy suggestions
Strategy: the unique value we offer. "Run a fast and friction free business"
Product: the thing that delivers it. "Online booking app"
Messaging: the way we communicate it.
Customer problem
Company solution
Customer benefit
Owner oriented suggestion
"You know how you have these big dreams and plans of your own business but struggle to make ends meet?"
"Well On-Courze makes online booking services that are so simple to use that anyone can bring their business to life."
“So you can fully express your vision, and create the change you want to see.”
Second suggestion
Customer problem: "You know how frustrating and difficult it can be to juggle client bookings while also trying to build and scale your business?"
Company solution: "Well On-Courze simplifies bookings with a platform that’s intuitive and designed to take the hassle out of customer management."
Customer benefit: "So you can focus on building the business you’ve always dreamed of."
Comments
Regarding the strategy, I'm still a bit unsure about the unique value. Is the problem of a complicated and slow booking process 'big enough' for the customer? Are they having trouble getting enough end-users (i.e., their customers) because of it? My immediate thought is that they 'don’t care' as long as they get enough customers into the business. I was considering thinking about abandonment rates, but that might be too much in the online marketing direction. However, if we could get to the core of the problem, like 'I can’t fill my classes because people drop out during the booking process,' I think that would resonate better. But we can talk more about it this afternoon. It also ties into customer interviews/market analysis, etc.
Agreed. However, it’s difficult to point out something they don’t know about (cart abandonment)... We’re also toying with ‘easier administration,’ but on its own, that’s way too dull. Something about website integration? (I don’t think so). Low cost is also a factor. We could try starting by formulating it in a longer sentence: "You get an app you can use directly (linked from social media, etc.) or integrate into your website. The app makes it simple and fast for your customers to purchase your services, while also providing you with easy and efficient management of your business and customers directly within the same app." (This has no edge or feelings!)
User Profile
Example: Independent Fitness Instructors in Urban Sweden
Overview:
Our primary end users are independent fitness instructors aged between 25 and 40, operating in urban centers across Sweden such as Stockholm, Gothenburg, and Malmö. These professionals are self-employed and offer services like personal training, group fitness classes, yoga sessions, and wellness workshops. They are passionate about promoting health and wellness and are eager to expand their client base while efficiently managing their businesses.
Demographics:
Age: 25-40 years old
Location: Urban areas in Sweden
Education: Certified in fitness instruction or related fields
Technology Use: Comfortable with smartphones and commonly used digital platforms
Psychographics:
Ambitious and Entrepreneurial: Driven to grow their businesses and increase their income
Community-Oriented: Value building strong relationships with clients
Health-Conscious Lifestyle: Embody the healthy lifestyles they promote
Open to Innovation: Willing to adopt new technologies that streamline operations
Behavioral Traits:
Active on Social Media: Use platforms like Instagram and Facebook to market services and engage with clients
Time-Constrained: Busy schedules limit the time available for administrative tasks
Budget-Conscious: Prefer cost-effective solutions due to limited resources
Customer-Focused: Prioritize delivering high-quality, personalized services
Needs and Pain Points:
Efficient Scheduling and Booking: Need a reliable system to manage appointments and class schedules
Simplified Payment Processing: Require secure, hassle-free methods for clients to pay online
Mobile Accessibility: Desire the ability to manage business activities on-the-go via mobile devices
Marketing Support: Seek tools to create promotions and communicate effectively with clients
Administrative Efficiency: Aim to minimize time spent on non-core tasks to focus on client services
Why On-Courze is Ideal for Them:
Free Basic Version: Aligns with their need for cost-effective solutions
User-Friendly Interface: Easy to set up and use without technical expertise
Mobile-Friendly Platform: Enables management of services anytime, anywhere
Integrated Features: Combines scheduling, payment processing, and marketing tools
Scalability: Offers options to upgrade as their business grows
Conclusion:
By focusing on independent fitness instructors in urban Sweden, we've identified a specific group with shared characteristics and needs that align with the capabilities of On-Courze. This subset is tech-savvy yet seeks simplicity, values cost-effective solutions, and has a strong desire to grow their businesses. On-Courze addresses their pain points by offering an all-in-one platform that simplifies administrative tasks, enhances client engagement, and supports business expansion. Tailoring our services to meet the needs of this end user profile positions us to effectively penetrate our beachhead market and build a strong foundation for future growth.
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