966 lines
34 KiB
Markdown
966 lines
34 KiB
Markdown
# 7. GO-TO-MARKET STRATEGY
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**Document**: Business Plan GBCM LLC 2025
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**Section**: 07 - Go-to-Market Strategy
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**Version**: 2.0
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**Date**: October 2025
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**Pages**: 20
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---
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## 📋 TABLE DES MATIÈRES
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- [Vue d'Ensemble](#vue-densemble)
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- [Customer Acquisition Funnel](#customer-acquisition-funnel)
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- [Marketing Channels & Tactics](#marketing-channels--tactics)
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- [Content Marketing Strategy](#content-marketing-strategy)
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- [Partnership & Referral Programs](#partnership--referral-programs)
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- [Sales Process & Conversion](#sales-process--conversion)
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- [Pricing & Packaging Strategy](#pricing--packaging-strategy)
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- [Launch Plan (2026)](#launch-plan-2026)
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- [Growth Metrics & CAC](#growth-metrics--cac)
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---
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## 🎯 VUE D'ENSEMBLE
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### Philosophie Go-to-Market
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GBCM LLC adopte une approche **digital-first, content-driven, community-powered** pour acquérir et retenir clients.
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**Principes Fondamentaux**:
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1. 🎓 **Teach before you sell** - Donner valeur avant de demander paiement
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2. 🔄 **Multi-touch journey** - 7-12 interactions avant conversion (industry avg)
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3. 🎯 **Hyper-targeted** - Niche focus (3 ICP personas) vs mass market
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4. 📊 **Data-driven** - A/B test everything, optimize relentlessly
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5. 🤝 **Community-first** - Build tribe, not just customer list
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### Market Entry Strategy (2026)
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**Phase 1 (Q1-Q2)**: Seed + Foundation
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- Target: 15 founding clients (beta testers)
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- Focus: Product-market fit validation
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- Channel: Personal network, warm introductions
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- Investment: $30,000 (50% of marketing budget)
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**Phase 2 (Q3-Q4)**: Growth + Scale
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- Target: 15 additional clients (30 total)
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- Focus: Refine messaging, expand channels
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- Channel: Content + paid ads + partnerships
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- Investment: $30,000
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**2027-2028**: Aggressive expansion (covered in yearly breakdown)
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---
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## 🔄 CUSTOMER ACQUISITION FUNNEL
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### Full Funnel Overview
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```
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┌────────────────────────────────────────────┐
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│ AWARENESS (10,000+ people/year) │
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│ Blog, podcast, LinkedIn, ads, events │
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├────────────────────────────────────────────┤
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│ ↓ 15% engagement │
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├────────────────────────────────────────────┤
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│ CONSIDERATION (1,500 engaged) │
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│ Webinar, lead magnet, newsletter, consult │
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├────────────────────────────────────────────┤
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│ ↓ 10% convert to MQL │
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├────────────────────────────────────────────┤
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│ EVALUATION (150 Marketing Qualified Leads) │
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│ Discovery call, proposal, case studies │
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├────────────────────────────────────────────┤
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│ ↓ 30% convert to opportunity │
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├────────────────────────────────────────────┤
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│ DECISION (45 Sales Opportunities) │
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│ Strategy session, contract negotiation │
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├────────────────────────────────────────────┤
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│ ↓ 67% close rate │
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├────────────────────────────────────────────┤
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│ CUSTOMER (30 clients/year Target Y1) │
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│ Onboarding, delivery, success, advocacy │
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└────────────────────────────────────────────┘
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Conversion Rate: 0.3% (10,000 → 30)
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Industry Benchmark: 0.2-0.5% (B2B consulting)
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```
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### Funnel Metrics (Year 1)
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| Stage | Volume | Conversion | Time to Next Stage |
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|-------|--------|------------|-------------------|
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| **Awareness** | 10,000 | 15% → Engagement | 0-30 days |
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| **Consideration** | 1,500 | 10% → MQL | 7-60 days |
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| **Evaluation** | 150 | 30% → Opportunity | 14-90 days |
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| **Decision** | 45 | 67% → Customer | 14-45 days |
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| **Customer** | **30** | - | - |
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**Average Sales Cycle**: 90-120 days (Awareness → Customer)
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---
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## 📢 MARKETING CHANNELS & TACTICS
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### Channel Mix (Budget Allocation Year 1: $60,000)
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| Channel | Budget | % Total | Expected CAC | Clients | ROI |
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|---------|--------|---------|--------------|---------|-----|
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| **Content Marketing** | $15,000 | 25% | $1,500 | 10 | 8:1 |
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| **LinkedIn Ads** | $12,000 | 20% | $2,000 | 6 | 6:1 |
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| **Partnerships** | $8,000 | 13% | $1,000 | 8 | 15:1 |
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| **Events & Webinars** | $10,000 | 17% | $2,500 | 4 | 5:1 |
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| **Email Marketing** | $5,000 | 8% | $2,500 | 2 | 5:1 |
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| **Referral Program** | $5,000 | 8% | $0 | 0 | ∞ (Year 2+) |
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| **SEO & Website** | $5,000 | 8% | - | 0 | Long-term |
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| **TOTAL** | **$60,000** | **100%** | **$2,000** | **30** | **6:1** |
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### Channel 1: Content Marketing ($15,000/year)
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**Objective**: Establish thought leadership, drive organic traffic, nurture leads.
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**Tactics**:
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**A. Blog (Primary Content Hub)**
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- **Frequency**: 2 posts/week (104/year)
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- **Length**: 1,500-2,500 words (in-depth, SEO-optimized)
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- **Topics**:
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- Scaling strategies ("How to grow from $1M to $10M")
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- Leadership development ("5 habits of successful CEOs")
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- Industry insights ("SaaS metrics benchmarks 2026")
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- Case studies ("How Client X achieved 3x revenue growth")
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**Example Editorial Calendar (Q1 2026)**:
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| Week | Topic | Keyword | Est. Traffic |
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|------|-------|---------|--------------|
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| 1 | "Scale Framework: 8 Dimensions of Growth" | scale business framework | 200/mo |
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| 2 | "Hiring Your First VP of Sales (Complete Guide)" | hiring vp sales | 150/mo |
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| 3 | "Case Study: How SaaS Startup Hit $5M ARR in 24 Months" | saas growth case study | 100/mo |
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| 4 | "Digital Transformation for SMBs: Where to Start" | digital transformation smb | 250/mo |
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**SEO Strategy**:
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- Target keywords: 50 primary (500-5,000 searches/month)
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- Backlink building: Guest posts on industry sites (15/year)
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- Technical SEO: Page speed <2s, mobile-first, schema markup
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- Goal: Rank #1-3 for 20+ keywords by end of Year 1
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**Investment**:
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- Writer: $500/post × 104 posts = $52,000 ❌ TOO EXPENSIVE
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- **Alternative**: Founder writes 50%, AI-assisted content 50% = $5,000 tools (Jasper, SurferSEO)
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- SEO tools: Ahrefs ($200/mo), Clearscope ($170/mo) = $4,440/year
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- Total: ~$10,000
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**B. LinkedIn Organic (Founder Personal Brand)**
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- **Frequency**: 5 posts/week (260/year)
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- **Format**:
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- Text posts (60%): Insights, lessons learned, micro-case studies
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- Carousel posts (25%): Frameworks, checklists, how-tos
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- Video posts (15%): Short clips (2-3 min), behind-the-scenes
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**Example Post Strategy**:
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```
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Monday: Mindset/Motivation
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"I spent $50K on business coaching last year.
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Here's what I learned about investing in growth:
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[Thread with 5 key lessons]"
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Wednesday: Tactical Advice
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"Most CEOs track revenue.
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Great CEOs track these 7 metrics instead:
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1. [Metric + why it matters]
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..."
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Friday: Case Study/Social Proof
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"Client update: Sarah grew her agency from $800K to $2.4M in 18 months.
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Her secret? [Share 1-2 key strategies]
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DM me 'SCALE' if you want the full playbook."
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```
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**Growth Tactics**:
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- Engage 50 target prospects/day (like, comment on their posts)
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- Connect with 20 new ICPs/week (personalized invites)
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- Respond to every comment within 2 hours (build relationships)
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- Target: Grow from 1,000 → 10,000 followers (Year 1)
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**Investment**: $2,000 (scheduling tools: Buffer, engagement tracking)
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**C. Podcast (Launch Q3 2026)**
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- **Name**: "The Scale Playbook" (tentative)
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- **Format**: 30-minute interviews with CEOs who scaled successfully
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- **Frequency**: Bi-weekly (26 episodes/year)
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- **Distribution**: Apple Podcasts, Spotify, YouTube
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- **Promotion**: Clips on LinkedIn, Twitter, email newsletter
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**Guest Strategy**:
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- 50% GBCM clients (case studies, testimonials)
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- 30% industry experts (joint audience growth)
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- 20% potential clients (build relationships)
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**Investment**: $3,000 (equipment, editing service: Descript)
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**ROI Expectation**:
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- Year 1: 500 downloads/episode → 13,000 total
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- Lead generation: 10-15 warm leads
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- Brand awareness: Immeasurable (halo effect)
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### Channel 2: LinkedIn Ads ($12,000/year)
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**Objective**: Targeted lead generation, accelerate awareness.
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**Campaign Strategy**:
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**Campaign 1: Lead Magnet (60% of budget = $7,200)**
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- **Ad Type**: Sponsored Content (single image + carousel)
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- **Offer**: Free resource ("Scale Readiness Assessment", "CEO's Growth Playbook")
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- **Targeting**:
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- Job titles: CEO, Founder, President, VP
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- Company size: 10-100 employees
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- Industries: SaaS, Professional Services, E-commerce
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- Geography: USA + Canada
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- Interests: Business strategy, leadership, entrepreneurship
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- **Budget**: $600/month
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- **Expected Results**:
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- Impressions: 200,000/month
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- CTR: 1.5% = 3,000 clicks
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- Conversion rate: 20% = 600 leads/month = 7,200/year
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- Cost per lead: $1
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**Campaign 2: Webinar Registration (30% = $3,600)**
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- **Ad Type**: Event ad
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- **Offer**: Monthly workshop ("Scaling Strategies Masterclass")
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- **Budget**: $300/month
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- **Expected Results**:
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- Registrations: 100/month = 1,200/year
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- Attendance rate: 40% = 480 attendees
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- Cost per attendee: $7.50
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- Conversion to MQL: 20% = 96 MQLs
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- Conversion to client: 5% = 5 clients
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- CAC: $720 (acceptable for $12K-$60K ACV)
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**Campaign 3: Retargeting (10% = $1,200)**
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- **Target**: Website visitors, email subscribers, webinar attendees
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- **Offer**: Case study, limited-time discount, free consultation
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- **Budget**: $100/month
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- **Expected Results**: 1-2 conversions/year (high-intent)
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**Creative Strategy**:
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- Test 3-5 variations per campaign (image, headline, CTA)
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- Refresh creative every 6 weeks (avoid ad fatigue)
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- Use client testimonials, data-driven results ("+247% revenue growth")
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**Tools**:
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- LinkedIn Campaign Manager (native)
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- Metadata.io for optimization ($200/mo) = $2,400/year (included in budget)
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### Channel 3: Partnerships ($8,000/year)
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**Objective**: Leverage existing audiences, warm introductions.
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**Partnership Types**:
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**A. Complementary Service Providers (5-10 partners)**
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**Target Partners**:
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1. **Accounting Firms** (CPAs): Serve same clients, refer growth advisory needs
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2. **Law Firms**: Startup lawyers, M&A advisors
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3. **Marketing Agencies**: Clients need strategic direction before tactics
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4. **Tech Consultants**: Digital transformation projects
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5. **Executive Recruiters**: Clients hiring C-suite need org design
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**Partnership Model**:
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- **Co-marketing**: Joint webinars, co-authored content, email swaps
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- **Referral fee**: 10% of Year 1 revenue ($900-$6,000 per referral)
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- **Affiliate program**: Track via unique links, pay quarterly
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**Example Partnership (CPA Firm)**:
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```
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Offer to Partner:
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"I serve growth-stage CEOs who often ask me for CPA referrals.
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I'd love to send you 5-10 qualified leads/year.
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In return, when your clients express frustration with growth,
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stalled scaling, or leadership challenges, would you intro me?
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No exclusivity, no contracts - just mutual value."
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Sweetener: Host joint webinar
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- Topic: "Tax Strategies for Fast-Growing Businesses"
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- Attendees: Your list (500) + their list (2,000) = 2,500
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- Split leads 50/50
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```
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**Investment**:
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- Referral fees: $5,000 (assumes 5 clients @ 10% of $10K avg)
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- Co-marketing: $3,000 (webinar hosting, materials)
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**Expected Results**:
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- 8 clients from partnerships (Year 1)
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- CAC: $1,000 (cheapest channel!)
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**B. Industry Associations & Communities**
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**Target Communities**:
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- EO (Entrepreneurs' Organization) - 18,000 members
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- YPO (Young Presidents' Organization) - 35,000 members
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- Vistage (competitor, but can partner as workshop provider)
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- Industry-specific: SaaStr (SaaS), FounderFuel (startups), etc.
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**Engagement Strategy**:
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- Attend events (4-6/year) - networking, speaking opportunities
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- Sponsor local chapter ($2,000-$5,000/year)
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- Provide free workshops (build credibility, generate leads)
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**Investment**: $3,000 (memberships, event sponsorships)
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### Channel 4: Events & Webinars ($10,000/year)
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**Objective**: High-touch engagement, accelerate trust, batch lead generation.
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**Monthly Webinar Series** (12/year)
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- **Topic**: Rotating (Scaling, Leadership, Digital Transformation, Q&A)
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- **Format**: 45 min presentation + 15 min Q&A
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- **Platform**: Zoom Webinar ($50/month) = $600/year
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- **Promotion**:
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- Email list (weeks 3, 2, 1, day before)
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- LinkedIn ads ($300/webinar)
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- Organic social (5 posts over 2 weeks)
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- Partner promotion (if co-hosted)
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**Expected Results**:
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| Metric | Target |
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|--------|--------|
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| Registrations/webinar | 100 |
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| Attendance rate | 40% |
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| Attendees/webinar | 40 |
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| MQL conversion | 25% |
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| MQLs/webinar | 10 |
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| Total MQLs/year | 120 |
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| Client conversion | 5% |
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| Clients from webinars | 6 |
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**Investment**:
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- Ads: $3,600 ($300 × 12)
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- Webinar software: $600
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- Presentation design: $1,200 (templates, slides)
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- Recording/editing: $1,000
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- **Total**: $6,400
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**In-Person Events** (4/year - Q2, Q3, Q4)
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- **Format**: Half-day workshop (8:30am-12:30pm)
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- **Venue**: Co-working space, hotel conference room (free or $500)
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- **Capacity**: 15-20 attendees
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- **Price**: Free (lead generation) OR $197 (filter tire-kickers)
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- **Topics**:
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- Q2: "Scale Framework Workshop"
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- Q3: "Digital Transformation Canvas"
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- Q4: "2027 Strategic Planning Session"
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**Expected Results**:
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- Attendees: 12/event × 4 = 48
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- Conversion to client: 15% = 7 clients
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- CAC: $3,600 ÷ 7 = $514 (excellent!)
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**Investment**:
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- Venue: $2,000 ($500 × 4)
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- Catering: $600 ($150 × 4)
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- Materials: $400 (workbooks, handouts)
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- Promotion: $600
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- **Total**: $3,600
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### Channel 5: Email Marketing ($5,000/year)
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**Objective**: Nurture leads, build relationships, drive conversions.
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**Email List Building**:
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- **Sources**: Blog, LinkedIn ads, webinars, events, partnerships
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- **Goal**: Grow from 0 → 2,000 subscribers (Year 1)
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- **Lead magnets**:
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1. "Scale Readiness Assessment" (interactive tool)
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2. "CEO's Growth Playbook" (30-page PDF)
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3. "Template Library" (OKRs, budgets, org charts)
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**Email Sequence Strategy**:
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**A. Welcome Series** (5 emails, automated)
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```
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Email 1 (Immediate): Welcome + deliver lead magnet
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Email 2 (Day 2): Founder story + mission
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Email 3 (Day 5): Introduce GBCM services (soft sell)
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Email 4 (Day 9): Case study + social proof
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Email 5 (Day 14): Invitation to book free consultation
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Conversion rate: 5% book consultation = 100 calls/year
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```
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**B. Weekly Newsletter** (52/year)
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- **Format**:
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- 1 curated insight (from blog or external source)
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- 1 actionable tip (micro-tactic readers can implement today)
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- 1 resource (tool, template, book recommendation)
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- 1 CTA (webinar, consultation, content)
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**Example Newsletter**:
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```
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Subject: [The Scale Playbook] Why most CEOs fail at delegation
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Hi [First Name],
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This week, I worked with a CEO managing a $3M business...
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but still approving every $500 expense.
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Here's what I told him:
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[150-word insight on delegation framework]
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🎯 ACTION ITEM:
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List 3 tasks you're doing that someone else could do 80% as well.
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Delegate 1 this week.
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📚 RESOURCE:
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"The Effective Executive" by Peter Drucker (Summary: [link])
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🎤 UPCOMING WEBINAR:
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"Building Your Leadership Team" - Oct 15, 2pm ET
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[Register here]
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See you next Wednesday,
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Gregory
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P.S. Reply to this email - I read every response!
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```
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**Open rate target**: 25-35% (industry avg: 20%)
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**Click rate target**: 3-5% (industry avg: 2%)
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**C. Nurture Sequences** (Automated, triggered)
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- **Engaged but not purchased**: 6-email sequence over 60 days
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- **Webinar attendees**: 3-email follow-up sequence
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- **Discovery call no-show**: 2-email re-engagement
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- **Proposal sent, no decision**: 4-email sequence
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**Investment**:
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- Email platform: ConvertKit ($500/year for 2K subscribers)
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- Copywriting: Founder + AI tools ($1,500)
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- Design templates: Canva Pro ($120/year)
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- Lead magnets production: $2,000
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- **Total**: $5,000
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**Expected Results**:
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- 2 clients from email nurture (Year 1)
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- CAC: $2,500
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### Channel 6: Referral Program ($5,000/year - Launch Q3)
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**Objective**: Turn happy clients into advocates, reduce CAC to $0.
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**Program Structure**:
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**Referral Incentive**:
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- **Referrer (existing client)**: $1,000 credit OR 10% cash (choice)
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- **Referee (new client)**: 10% discount on first year
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- **GBCM**: Pays $1,000-$6,000 vs $2,000-$5,000 CAC from ads (breakeven or better)
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**Example**:
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```
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Client A refers Client B to TRANSFORM Scale ($23,997)
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Referrer Reward:
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- Option 1: $1,000 account credit (applies to renewals, upgrades)
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- Option 2: $600 cash (10% of $23,997, capped at $1,000)
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Referee Reward:
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- 10% discount = Save $2,400 (pays $21,597 Year 1)
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GBCM Net:
|
||
- Revenue: $21,597
|
||
- Referral cost: $1,000
|
||
- Gross profit: $20,597 (vs $23,997 non-referred, but CAC = $0!)
|
||
```
|
||
|
||
**Program Mechanics**:
|
||
- **Tracking**: Unique referral links (via software)
|
||
- **Communication**: Email campaign to clients (Q3 launch)
|
||
- **Reminder**: Quarterly email + mention in coaching sessions
|
||
- **Leaderboard**: Top 3 referrers recognized publicly (with permission)
|
||
|
||
**Software**: Referral Rock ($200/month) = $2,400/year
|
||
|
||
**Expected Results**:
|
||
- Year 1: 0 referrals (building foundation)
|
||
- Year 2: 5 referrals (15% of 33 clients = 5)
|
||
- Year 3: 15 referrals (25% of 60 clients = 15)
|
||
|
||
**Investment Year 1**: $2,500 (software + setup + promotion)
|
||
|
||
### Channel 7: SEO & Website ($5,000/year)
|
||
|
||
**Objective**: Organic visibility, credibility, lead capture.
|
||
|
||
**Website Structure** (gbcm.com or gbcmllc.com):
|
||
|
||
**Pages**:
|
||
1. **Homepage**: Value prop, social proof, CTA
|
||
2. **Services**: 4 pillars (TRANSFORM, ADVISORY, ACCELERATOR, PLATFORM)
|
||
3. **About**: Founder story, team, mission
|
||
4. **Case Studies**: 5-10 success stories (testimonials, results)
|
||
5. **Resources**: Blog, tools, webinars, podcast
|
||
6. **Contact**: Calendly embed (book consultation)
|
||
|
||
**Conversion Optimization**:
|
||
- Clear CTAs: "Book Free Consultation" (above fold, sticky header)
|
||
- Social proof: Client logos, testimonials, metrics ("$47M+ revenue generated")
|
||
- Trust signals: Certifications, media mentions, awards
|
||
- Live chat: Drift or Intercom (answer questions real-time)
|
||
|
||
**SEO Tactics**:
|
||
- On-page: Title tags, meta descriptions, headers, internal linking
|
||
- Technical: SSL, mobile-friendly, sitemap, robots.txt
|
||
- Content: Blog (primary SEO driver - 104 posts/year)
|
||
- Backlinks: Guest posts, partnerships, PR
|
||
|
||
**Expected Results**:
|
||
- Year 1: 1,000 organic visitors/month (by Dec 2026)
|
||
- Year 2: 3,000/month
|
||
- Year 3: 7,000/month
|
||
- Conversion rate: 2% → 20-140 leads/month
|
||
|
||
**Investment**:
|
||
- Website design: $3,000 (Webflow template customized)
|
||
- SEO tools: $2,000 (covered in Content Marketing budget)
|
||
- Total incremental: $3,000
|
||
|
||
---
|
||
|
||
## 📝 CONTENT MARKETING STRATEGY
|
||
|
||
### Content Pillars (3 Core Themes)
|
||
|
||
**Pillar 1: Scaling Strategies** (40% of content)
|
||
- Topics: Revenue growth, operations, team building, systems
|
||
- Formats: Blog, webinar, podcast, templates
|
||
- Target persona: Sarah (Scale-Up CEO), Mike (Bootstrapper)
|
||
|
||
**Pillar 2: Leadership Development** (35% of content)
|
||
- Topics: Executive presence, decision-making, culture, delegation
|
||
- Formats: Blog, video, assessments, case studies
|
||
- Target persona: Jessica (First-Time CEO), David (Serial Entrepreneur)
|
||
|
||
**Pillar 3: Digital Transformation** (25% of content)
|
||
- Topics: Technology adoption, AI, automation, platform business models
|
||
- Formats: Blog, webinar, tools, research reports
|
||
- Target persona: All (cross-cutting theme)
|
||
|
||
### Content Calendar (Q1 2026 Example)
|
||
|
||
| Week | Blog Post | LinkedIn Post Theme | Webinar/Event | Email Newsletter |
|
||
|------|-----------|-------------------|---------------|------------------|
|
||
| Jan 1-7 | "2026 Scaling Trends" | New year goals | - | Welcome series (new subs) |
|
||
| Jan 8-14 | "Hiring Your First CFO" | Leadership lessons | - | Newsletter #1 |
|
||
| Jan 15-21 | "Case Study: $1M→$5M" | Client success story | Webinar: "Scale Framework" | Webinar promo |
|
||
| Jan 22-28 | "Digital Transformation Guide" | Tech strategy | - | Newsletter #2 |
|
||
| Feb 1-7 | "OKR Framework for CEOs" | Goal-setting | - | Newsletter #3 |
|
||
| ... | (52 weeks planned) | (260 posts/year) | (12 webinars) | (52 newsletters) |
|
||
|
||
### Content Repurposing (1 → Many)
|
||
|
||
**Example: Turn 1 webinar into 15+ assets**:
|
||
|
||
1. **Live Webinar** (60 min)
|
||
2. **Recording** → Upload to YouTube, Vimeo
|
||
3. **Transcript** → Blog post (2,000 words)
|
||
4. **Slides** → SlideShare upload
|
||
5. **Audio** → Podcast episode
|
||
6. **Short Clips** (5-10) → LinkedIn videos (2-3 min each)
|
||
7. **Quotes** (10) → LinkedIn text posts
|
||
8. **Carousel** → Instagram/LinkedIn (10-slide summary)
|
||
9. **Email Summary** → Send to subscribers
|
||
10. **Resource** → Add to GBCM Hub library
|
||
11. **Ad Creative** → Use clips in retargeting ads
|
||
|
||
**ROI**: 1 hour creating webinar = 30+ hours of content (with editing)
|
||
|
||
---
|
||
|
||
## 🤝 PARTNERSHIP & REFERRAL PROGRAMS
|
||
|
||
### Strategic Partnerships (Detailed)
|
||
|
||
**Partnership Tier System**:
|
||
|
||
**Tier 1: Platinum Partners** (2-3 partners)
|
||
- **Criteria**: Refer 5+ clients/year, co-marketing commitment
|
||
- **Benefits**:
|
||
- 15% referral fee (vs 10% standard)
|
||
- Dedicated partner portal
|
||
- Quarterly business reviews
|
||
- Co-branded materials
|
||
- **Example**: Large CPA firm with 500+ SMB clients
|
||
|
||
**Tier 2: Gold Partners** (5-10 partners)
|
||
- **Criteria**: Refer 2-4 clients/year
|
||
- **Benefits**:
|
||
- 10% referral fee
|
||
- Partner directory listing
|
||
- Bi-annual check-ins
|
||
- **Example**: Marketing agencies, law firms
|
||
|
||
**Tier 3: Silver Partners** (10-20 partners)
|
||
- **Criteria**: Refer 1 client/year
|
||
- **Benefits**:
|
||
- 10% referral fee
|
||
- Partner badge (for their website)
|
||
- Annual check-in
|
||
- **Example**: Solo consultants, coaches, recruiters
|
||
|
||
**Partnership Recruitment**:
|
||
- Month 1-3: Identify 50 potential partners (research, networking)
|
||
- Month 4-6: Outreach (personalized emails, LinkedIn, introductions)
|
||
- Month 7-9: Formalize agreements (10-15 active partners)
|
||
- Month 10-12: Activate (first referrals, co-marketing)
|
||
|
||
**Partnership Materials**:
|
||
- 1-pager: "Partner with GBCM" (benefits, process, FAQs)
|
||
- Co-marketing templates: Email swaps, social posts, webinar decks
|
||
- Referral tracking: Partner portal (unique links, dashboard)
|
||
|
||
---
|
||
|
||
## 💰 SALES PROCESS & CONVERSION
|
||
|
||
### Sales Funnel Stages
|
||
|
||
**Stage 1: Discovery Call** (30 min, free)
|
||
|
||
**Objective**: Qualify lead, understand needs, build rapport.
|
||
|
||
**Who Attends**: Founder (Year 1-2), Sales hire (Year 3+)
|
||
|
||
**Agenda**:
|
||
1. **Intro** (5 min): Set expectations, build credibility
|
||
2. **Discovery** (15 min): Ask powerful questions
|
||
- "What's the #1 challenge keeping you from reaching your growth goals?"
|
||
- "If we solve this, what does success look like in 12 months?"
|
||
- "What have you tried before? What worked? What didn't?"
|
||
3. **Overview** (5 min): High-level GBCM approach (not full pitch)
|
||
4. **Next Steps** (5 min):
|
||
- Qualified → Schedule Strategy Session
|
||
- Not qualified → Refer to resources or other providers
|
||
|
||
**Qualification Criteria** (BANT):
|
||
- **Budget**: Can afford $10K-$60K/year? (Don't ask directly, infer from company size/revenue)
|
||
- **Authority**: Is this the decision-maker? (CEO, Founder, President)
|
||
- **Need**: Do they have pain we solve? (scaling challenges, leadership gaps)
|
||
- **Timeline**: Ready to start within 3 months?
|
||
|
||
**Conversion Rate**: 60% of discovery calls → Strategy Session (90 calls → 54 sessions)
|
||
|
||
**Tools**:
|
||
- Scheduling: Calendly ($10/month)
|
||
- CRM: HubSpot Free (log calls, track pipeline)
|
||
- Notes: Notion template (standardized format)
|
||
|
||
**Stage 2: Strategy Session** (90 min, $500 - credited if sign up)
|
||
|
||
**Objective**: Deep-dive assessment, custom proposal, close.
|
||
|
||
**Agenda**:
|
||
1. **Prep** (before call): Review discovery notes, research company
|
||
2. **Assessment** (45 min):
|
||
- Walk through Scale Framework (8 dimensions)
|
||
- Identify top 3 priorities
|
||
- Discuss current state vs desired state
|
||
3. **Recommendation** (30 min):
|
||
- "Based on what I'm hearing, here's what I recommend..."
|
||
- Present 2-3 package options (good, better, best)
|
||
- Outline 12-month roadmap
|
||
4. **Investment Conversation** (10 min):
|
||
- Present pricing, payment options
|
||
- Handle objections
|
||
- Close: "Are you ready to commit to this transformation?"
|
||
5. **Next Steps** (5 min):
|
||
- Yes → Send contract, onboarding email
|
||
- Maybe → Follow-up sequence (email Day 1, 3, 7, 14)
|
||
- No → Understand why, stay in touch
|
||
|
||
**Conversion Rate**: 67% of strategy sessions → Client (54 sessions → 36 clients)
|
||
|
||
**Pricing Presentation**:
|
||
```
|
||
Option 1: PLATFORM Membership ($297/month = $3,564/year)
|
||
- Best for: Self-directed, early-stage (<$500K revenue)
|
||
- Includes: [List features]
|
||
|
||
Option 2: TRANSFORM Growth ($8,997/year)
|
||
- Best for: Growing businesses ($500K-$2M) ⭐ MOST POPULAR
|
||
- Includes: [List features]
|
||
|
||
Option 3: TRANSFORM Scale ($23,997/year)
|
||
- Best for: Scaling businesses ($2M-$10M)
|
||
- Includes: [List features]
|
||
|
||
Option 4: ADVISORY Retainer ($90,000-$180,000/year)
|
||
- Best for: Rapid growth ($10M+), complex challenges
|
||
- Includes: [Fully custom]
|
||
|
||
"Which of these feels like the right fit for where you are now?"
|
||
```
|
||
|
||
**Objection Handling**:
|
||
|
||
| Objection | Response |
|
||
|-----------|----------|
|
||
| "Too expensive" | "I understand. Let me ask: if we achieve [their stated goal], what's that worth to you? [Goal is usually 10x-100x the investment]. This isn't a cost, it's the highest-ROI investment you can make." |
|
||
| "Need to think about it" | "Of course. What specifically do you need to think about? [Uncover real objection]. Let's address that now." |
|
||
| "Need to talk to my partner/team" | "Great! Why don't we schedule a 3-way call with them? I'm happy to answer their questions too. [Get on calendar]" |
|
||
| "Tried coaching before, didn't work" | "Tell me about that experience. [Listen]. Here's how we're different: [data-driven, tech platform, proven methodology]. Plus, our guarantee: if you don't see progress in 90 days, we'll refund 100%." |
|
||
|
||
**Stage 3: Contract & Onboarding**
|
||
|
||
**Contract**:
|
||
- **Tool**: PandaDoc ($50/month) for e-signatures
|
||
- **Terms**: 12-month commitment, monthly or annual payment
|
||
- **Guarantee**: 90-day satisfaction (full refund if not happy)
|
||
|
||
**Payment**:
|
||
- **Processor**: Stripe (2.9% + $0.30 fee)
|
||
- **Options**:
|
||
- Pay in full (5% discount)
|
||
- Monthly autopay (standard pricing)
|
||
- Quarterly (no discount)
|
||
|
||
**Onboarding** (Week 1-2):
|
||
```
|
||
Day 1: Welcome email (contract, portal access, next steps)
|
||
Day 2: Platform onboarding (account setup, tutorial video)
|
||
Day 3: Schedule Kickoff Call (60 min)
|
||
Day 5: Kickoff Call (goals, roadmap, first 90 days)
|
||
Day 7: First workshop/session
|
||
```
|
||
|
||
**Tools**: Notion checklist, automated email sequences (via HubSpot)
|
||
|
||
---
|
||
|
||
## 💵 PRICING & PACKAGING STRATEGY
|
||
|
||
### Pricing Philosophy
|
||
|
||
**Value-Based Pricing** (not cost-plus):
|
||
- Client pays for **outcome** (revenue growth, efficiency, leadership development)
|
||
- NOT hourly rate (misaligns incentives - we want fast results, not long engagements)
|
||
|
||
**Price Anchoring**:
|
||
- Present 3-4 options (creates comparison, avoids yes/no decision)
|
||
- Middle option = most popular (60% choose)
|
||
- High option = makes middle look reasonable
|
||
|
||
**Discounting Policy**:
|
||
- **Never discount** on discovery calls (devalues service)
|
||
- **Rare exceptions**: Non-profits (20% discount), pay-in-full (5% discount)
|
||
- **Alternatives to discount**: Add value (extra sessions, extended access)
|
||
|
||
### Packaging Strategy (Recap from Section 5)
|
||
|
||
| Package | Price | Target | Positioning |
|
||
|---------|-------|--------|-------------|
|
||
| **PLATFORM** | $297/mo | DIY, early-stage | Entry point, content access |
|
||
| **TRANSFORM Growth** | $8,997/yr | Growing ($500K-$2M) | Core offering, highest volume |
|
||
| **TRANSFORM Scale** | $23,997/yr | Scaling ($2M-$10M) | Premium, hands-on support |
|
||
| **TRANSFORM Transform** | $59,997/yr | Established ($10M+) | VIP, full access |
|
||
| **ADVISORY** | $7.5K-$15K/mo | Custom | Executive coaching, deep dive |
|
||
| **ACCELERATOR** | $25K/90 days | Intensive | Project-based, specific outcome |
|
||
|
||
**Upsell Path**:
|
||
```
|
||
PLATFORM → TRANSFORM Growth (3x price)
|
||
TRANSFORM Growth → TRANSFORM Scale (2.7x)
|
||
TRANSFORM Scale → ADVISORY (4-8x)
|
||
```
|
||
|
||
**Churn Prevention**: Lock-in 12 months (reduces churn from 10%/month to <5%/year)
|
||
|
||
---
|
||
|
||
## 🚀 LAUNCH PLAN (2026)
|
||
|
||
### Pre-Launch (Oct-Dec 2025)
|
||
|
||
**Objectives**: Build assets, seed audience, beta test.
|
||
|
||
**Milestones**:
|
||
- ✅ Finalize branding (logo, colors, messaging)
|
||
- ✅ Build website (Webflow, 10 pages)
|
||
- ✅ Create lead magnets (3 resources)
|
||
- ✅ Set up tech stack (CRM, email, calendar)
|
||
- ✅ Develop first 20 blog posts (SEO foundation)
|
||
- ✅ Recruit 5 beta clients (from personal network)
|
||
|
||
**Budget**: $15,000 (website, tools, initial content)
|
||
|
||
### Launch (Jan-Mar 2026 - Q1)
|
||
|
||
**Week 1-2: Soft Launch**
|
||
- Announce on LinkedIn (founder's network)
|
||
- Email personal contacts (500 people)
|
||
- Offer: "Founding Member" discount (10% off Year 1)
|
||
- Goal: 5 clients
|
||
|
||
**Week 3-6: Public Launch**
|
||
- Press release (send to 20 industry publications)
|
||
- Launch webinar: "Introducing GBCM Scale Framework"
|
||
- LinkedIn ad campaign (lead magnet)
|
||
- Partnerships: Announce first 3 partners
|
||
- Goal: 5 additional clients (10 total by end Q1)
|
||
|
||
**Week 7-12: Momentum Building**
|
||
- Weekly blog posts (2/week)
|
||
- Monthly webinar (March topic: "Q2 Planning")
|
||
- In-person event (local, 15 attendees)
|
||
- Goal: 5 more clients (15 total by Mar 31)
|
||
|
||
### Growth (Apr-Dec 2026 - Q2-Q4)
|
||
|
||
**Q2 (Apr-Jun)**:
|
||
- First podcast episodes (launch June)
|
||
- Expand LinkedIn ads (2x budget)
|
||
- Host first full-day workshop (April)
|
||
- Activate referral program (June)
|
||
- Goal: +5 clients (20 total by June 30)
|
||
|
||
**Q3 (Jul-Sep)**:
|
||
- Scale content (hire VA for repurposing)
|
||
- Partnership: Co-host event with CPA firm
|
||
- Launch ACCELERATOR offering (August)
|
||
- Goal: +5 clients (25 total by Sept 30)
|
||
|
||
**Q4 (Oct-Dec)**:
|
||
- Year-end planning workshops (October-November)
|
||
- Black Friday offer (November 25-30)
|
||
- Reflect & plan 2027 strategy (December)
|
||
- Goal: +5 clients (30 total by Dec 31 ✅ TARGET HIT)
|
||
|
||
---
|
||
|
||
## 📊 GROWTH METRICS & CAC
|
||
|
||
### Customer Acquisition Cost (CAC) Breakdown
|
||
|
||
**Year 1 Total Marketing Spend**: $60,000
|
||
**Year 1 Total Clients**: 30
|
||
**Blended CAC**: $2,000/client
|
||
|
||
**CAC by Channel** (from earlier table):
|
||
| Channel | CAC | % of Clients |
|
||
|---------|-----|--------------|
|
||
| Partnerships | $1,000 | 27% (8 clients) |
|
||
| Content Marketing | $1,500 | 33% (10 clients) |
|
||
| LinkedIn Ads | $2,000 | 20% (6 clients) |
|
||
| Events | $2,500 | 13% (4 clients) |
|
||
| Email | $2,500 | 7% (2 clients) |
|
||
| Referrals | $0 | 0% (Year 1) |
|
||
|
||
**Payback Period**:
|
||
- **TRANSFORM Growth** ($8,997 ACV, $1,500 CAC): 2 months
|
||
- **TRANSFORM Scale** ($23,997 ACV, $2,000 CAC): 1 month
|
||
- **ADVISORY** ($120,000 ACV, $5,000 CAC): <1 month
|
||
|
||
**LTV:CAC Ratio**: 6:1 to 67:1 (see Section 5 for details)
|
||
|
||
### Key Performance Indicators (KPIs)
|
||
|
||
**Awareness Metrics**:
|
||
- Website traffic: 500 → 1,000/month (Q1 → Q4)
|
||
- LinkedIn followers: 1,000 → 10,000
|
||
- Email subscribers: 0 → 2,000
|
||
- Podcast downloads: 0 → 13,000 (Q3-Q4)
|
||
|
||
**Engagement Metrics**:
|
||
- Webinar registrations: 100/month
|
||
- Webinar attendance rate: 40%
|
||
- Email open rate: 30%
|
||
- Content consumption: 50 modules completed/month
|
||
|
||
**Conversion Metrics**:
|
||
- MQLs (Marketing Qualified Leads): 150/year
|
||
- Discovery calls booked: 90/year
|
||
- Strategy sessions: 54/year
|
||
- Clients closed: 30/year
|
||
- **Overall conversion rate**: 0.3% (Awareness → Customer)
|
||
|
||
**Customer Success Metrics**:
|
||
- NPS (Net Promoter Score): 70+ (Year 1 target)
|
||
- Renewal rate: 80%+ (after initial 12-month term)
|
||
- Upsell rate: 20% (clients upgrading to higher tier)
|
||
- Referral rate: 15% (clients who refer, Year 2+)
|
||
|
||
### Year 2-3 Growth Projections
|
||
|
||
**Year 2 (2027)**:
|
||
- Marketing budget: $100,000 (+67%)
|
||
- Channels: Add Google Ads, podcast sponsorships, PR firm
|
||
- Clients: +33 (63 total)
|
||
- CAC target: $3,000 (higher investment, but higher LTV from ADVISORY)
|
||
|
||
**Year 3 (2028)**:
|
||
- Marketing budget: $150,000 (+50%)
|
||
- Channels: Add influencer partnerships, affiliate program, events
|
||
- Clients: +37 (100 total)
|
||
- CAC target: $4,000 (scale premium offerings)
|
||
|
||
---
|
||
|
||
## 🎯 SUCCESS FACTORS & RISKS
|
||
|
||
### Critical Success Factors
|
||
|
||
✅ **Founder-Led Sales** (Year 1-2): Personal touch, high close rate
|
||
✅ **Content Consistency**: 2 blog posts/week, 5 LinkedIn posts/week (NO GAPS)
|
||
✅ **Partnership Execution**: Activate 3+ platinum partners by Q3
|
||
✅ **Client Success**: First 15 clients = case studies, testimonials, referrals
|
||
✅ **Data Discipline**: Track every metric, optimize weekly
|
||
|
||
### Go-to-Market Risks
|
||
|
||
⚠️ **Risk 1: Slow Pipeline Build**
|
||
- Mitigation: Front-load personal network outreach (warm leads close faster)
|
||
- Contingency: Increase ad spend +50% if Q1 < 10 clients
|
||
|
||
⚠️ **Risk 2: Content Fatigue (Founder Burnout)**
|
||
- Mitigation: Batch content creation (dedicate 1 day/week), leverage AI tools
|
||
- Contingency: Hire content VA by Q3 ($1,500/month)
|
||
|
||
⚠️ **Risk 3: Low Conversion Rates**
|
||
- Mitigation: A/B test every element (landing pages, email subject lines, ad creative)
|
||
- Contingency: Hire conversion optimization consultant ($5K audit)
|
||
|
||
⚠️ **Risk 4: Partnership Underperformance**
|
||
- Mitigation: Weekly check-ins with top partners, quarterly business reviews
|
||
- Contingency: Replace non-performing partners (churn bottom 20% annually)
|
||
|
||
---
|
||
|
||
## 📌 CONCLUSION
|
||
|
||
La stratégie Go-to-Market de GBCM LLC repose sur **3 piliers**:
|
||
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1. **🎓 Thought Leadership** - Content educates, builds trust, drives inbound
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2. **🤝 Strategic Partnerships** - Leverage existing relationships, warm introductions
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3. **📊 Data-Driven Optimization** - Test, measure, refine every channel
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**Year 1 Goal**: 30 clients, $180K revenue, $2K blended CAC ✅ ACHIEVABLE
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**Competitive Advantage**:
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- Digital-first approach (vs traditional networking-only)
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- Content moat (100+ blog posts, 12 webinars, 26 podcast episodes)
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- Tech-enabled sales (AI Coach assists with nurture, reduces manual work)
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**Next**: [Section 08 - Operations Plan](./08-operations-plan.md)
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© 2025 GBCM LLC - Business Plan v2.0 | Go-to-Market Strategy
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