Files

dahoud 5e1b1892d4 docs: Business Plan GBCM 2025-2028 consolidé - Vision métier, pricing, sections 01-13

2025-12-06 23:53:00 +00:00

34 KiB

Raw Blame History

7. GO-TO-MARKET STRATEGY

Document: Business Plan GBCM LLC 2025 Section: 07 - Go-to-Market Strategy Version: 2.0 Date: October 2025 Pages: 20

🎯 VUE D'ENSEMBLE

Philosophie Go-to-Market

GBCM LLC adopte une approche digital-first, content-driven, community-powered pour acquérir et retenir clients.

Principes Fondamentaux:

🎓 Teach before you sell - Donner valeur avant de demander paiement
🔄 Multi-touch journey - 7-12 interactions avant conversion (industry avg)
🎯 Hyper-targeted - Niche focus (3 ICP personas) vs mass market
📊 Data-driven - A/B test everything, optimize relentlessly
🤝 Community-first - Build tribe, not just customer list

Market Entry Strategy (2026)

Phase 1 (Q1-Q2): Seed + Foundation

Target: 15 founding clients (beta testers)
Focus: Product-market fit validation
Channel: Personal network, warm introductions
Investment: $30,000 (50% of marketing budget)

Phase 2 (Q3-Q4): Growth + Scale

Target: 15 additional clients (30 total)
Focus: Refine messaging, expand channels
Channel: Content + paid ads + partnerships
Investment: $30,000

2027-2028: Aggressive expansion (covered in yearly breakdown)

🔄 CUSTOMER ACQUISITION FUNNEL

Full Funnel Overview

┌────────────────────────────────────────────┐
│ AWARENESS (10,000+ people/year)            │
│ Blog, podcast, LinkedIn, ads, events       │
├────────────────────────────────────────────┤
│        ↓ 15% engagement                    │
├────────────────────────────────────────────┤
│ CONSIDERATION (1,500 engaged)              │
│ Webinar, lead magnet, newsletter, consult │
├────────────────────────────────────────────┤
│        ↓ 10% convert to MQL                │
├────────────────────────────────────────────┤
│ EVALUATION (150 Marketing Qualified Leads) │
│ Discovery call, proposal, case studies     │
├────────────────────────────────────────────┤
│        ↓ 30% convert to opportunity        │
├────────────────────────────────────────────┤
│ DECISION (45 Sales Opportunities)          │
│ Strategy session, contract negotiation     │
├────────────────────────────────────────────┤
│        ↓ 67% close rate                    │
├────────────────────────────────────────────┤
│ CUSTOMER (30 clients/year Target Y1)       │
│ Onboarding, delivery, success, advocacy   │
└────────────────────────────────────────────┘

Conversion Rate: 0.3% (10,000 → 30)
Industry Benchmark: 0.2-0.5% (B2B consulting)

Funnel Metrics (Year 1)

Stage	Volume	Conversion	Time to Next Stage
Awareness	10,000	15% → Engagement	0-30 days
Consideration	1,500	10% → MQL	7-60 days
Evaluation	150	30% → Opportunity	14-90 days
Decision	45	67% → Customer	14-45 days
Customer	30	-	-

Average Sales Cycle: 90-120 days (Awareness → Customer)

📢 MARKETING CHANNELS & TACTICS

Channel Mix (Budget Allocation Year 1: $60,000)

Channel	Budget	% Total	Expected CAC	Clients	ROI
Content Marketing	$15,000	25%	$1,500	10	8:1
LinkedIn Ads	$12,000	20%	$2,000	6	6:1
Partnerships	$8,000	13%	$1,000	8	15:1
Events & Webinars	$10,000	17%	$2,500	4	5:1
Email Marketing	$5,000	8%	$2,500	2	5:1
Referral Program	$5,000	8%	$0	0	∞ (Year 2+)
SEO & Website	$5,000	8%	-	0	Long-term
TOTAL	$60,000	100%	$2,000	30	6:1

Channel 1: Content Marketing ($15,000/year)

Objective: Establish thought leadership, drive organic traffic, nurture leads.

Tactics:

A. Blog (Primary Content Hub)

Frequency: 2 posts/week (104/year)
Length: 1,500-2,500 words (in-depth, SEO-optimized)
Topics:
- Scaling strategies ("How to grow from $1M to $10M")
- Leadership development ("5 habits of successful CEOs")
- Industry insights ("SaaS metrics benchmarks 2026")
- Case studies ("How Client X achieved 3x revenue growth")

Example Editorial Calendar (Q1 2026):

Week	Topic	Keyword	Est. Traffic
1	"Scale Framework: 8 Dimensions of Growth"	scale business framework	200/mo
2	"Hiring Your First VP of Sales (Complete Guide)"	hiring vp sales	150/mo
3	"Case Study: How SaaS Startup Hit $5M ARR in 24 Months"	saas growth case study	100/mo
4	"Digital Transformation for SMBs: Where to Start"	digital transformation smb	250/mo

SEO Strategy:

Target keywords: 50 primary (500-5,000 searches/month)
Backlink building: Guest posts on industry sites (15/year)
Technical SEO: Page speed <2s, mobile-first, schema markup
Goal: Rank #1-3 for 20+ keywords by end of Year 1

Investment:

Writer: $500/post × 104 posts = $52,000 ❌ TOO EXPENSIVE
Alternative: Founder writes 50%, AI-assisted content 50% = $5,000 tools (Jasper, SurferSEO)
SEO tools: Ahrefs ($200/mo), Clearscope ($170/mo) = $4,440/year
Total: ~$10,000

B. LinkedIn Organic (Founder Personal Brand)

Frequency: 5 posts/week (260/year)
Format:
- Text posts (60%): Insights, lessons learned, micro-case studies
- Carousel posts (25%): Frameworks, checklists, how-tos
- Video posts (15%): Short clips (2-3 min), behind-the-scenes

Example Post Strategy:

Monday: Mindset/Motivation
"I spent $50K on business coaching last year.

Here's what I learned about investing in growth:
[Thread with 5 key lessons]"

Wednesday: Tactical Advice
"Most CEOs track revenue.

Great CEOs track these 7 metrics instead:
1. [Metric + why it matters]
..."

Friday: Case Study/Social Proof
"Client update: Sarah grew her agency from $800K to $2.4M in 18 months.

Her secret? [Share 1-2 key strategies]

DM me 'SCALE' if you want the full playbook."

Growth Tactics:

Engage 50 target prospects/day (like, comment on their posts)
Connect with 20 new ICPs/week (personalized invites)
Respond to every comment within 2 hours (build relationships)
Target: Grow from 1,000 → 10,000 followers (Year 1)

Investment: $2,000 (scheduling tools: Buffer, engagement tracking)

C. Podcast (Launch Q3 2026)

Name: "The Scale Playbook" (tentative)
Format: 30-minute interviews with CEOs who scaled successfully
Frequency: Bi-weekly (26 episodes/year)
Distribution: Apple Podcasts, Spotify, YouTube
Promotion: Clips on LinkedIn, Twitter, email newsletter

Guest Strategy:

50% GBCM clients (case studies, testimonials)
30% industry experts (joint audience growth)
20% potential clients (build relationships)

Investment: $3,000 (equipment, editing service: Descript)

ROI Expectation:

Year 1: 500 downloads/episode → 13,000 total
Lead generation: 10-15 warm leads
Brand awareness: Immeasurable (halo effect)

Channel 2: LinkedIn Ads ($12,000/year)

Objective: Targeted lead generation, accelerate awareness.

Campaign Strategy:

Campaign 1: Lead Magnet (60% of budget = $7,200)

Ad Type: Sponsored Content (single image + carousel)
Offer: Free resource ("Scale Readiness Assessment", "CEO's Growth Playbook")
Targeting:
- Job titles: CEO, Founder, President, VP
- Company size: 10-100 employees
- Industries: SaaS, Professional Services, E-commerce
- Geography: USA + Canada
- Interests: Business strategy, leadership, entrepreneurship
Budget: $600/month
Expected Results:
- Impressions: 200,000/month
- CTR: 1.5% = 3,000 clicks
- Conversion rate: 20% = 600 leads/month = 7,200/year
- Cost per lead: $1

Campaign 2: Webinar Registration (30% = $3,600)

Ad Type: Event ad
Offer: Monthly workshop ("Scaling Strategies Masterclass")
Budget: $300/month
Expected Results:
- Registrations: 100/month = 1,200/year
- Attendance rate: 40% = 480 attendees
- Cost per attendee: $7.50
- Conversion to MQL: 20% = 96 MQLs
- Conversion to client: 5% = 5 clients
- CAC: $720 (acceptable for $12K-$60K ACV)

Campaign 3: Retargeting (10% = $1,200)

Target: Website visitors, email subscribers, webinar attendees
Offer: Case study, limited-time discount, free consultation
Budget: $100/month
Expected Results: 1-2 conversions/year (high-intent)

Creative Strategy:

Test 3-5 variations per campaign (image, headline, CTA)
Refresh creative every 6 weeks (avoid ad fatigue)
Use client testimonials, data-driven results ("+247% revenue growth")

Tools:

LinkedIn Campaign Manager (native)
Metadata.io for optimization ($200/mo) = $2,400/year (included in budget)

Channel 3: Partnerships ($8,000/year)

Objective: Leverage existing audiences, warm introductions.

Partnership Types:

A. Complementary Service Providers (5-10 partners)

Target Partners:

Accounting Firms (CPAs): Serve same clients, refer growth advisory needs
Law Firms: Startup lawyers, M&A advisors
Marketing Agencies: Clients need strategic direction before tactics
Tech Consultants: Digital transformation projects
Executive Recruiters: Clients hiring C-suite need org design

Partnership Model:

Co-marketing: Joint webinars, co-authored content, email swaps
Referral fee: 10% of Year 1 revenue ($900-$6,000 per referral)
Affiliate program: Track via unique links, pay quarterly

Example Partnership (CPA Firm):

Offer to Partner:
"I serve growth-stage CEOs who often ask me for CPA referrals.
I'd love to send you 5-10 qualified leads/year.

In return, when your clients express frustration with growth,
stalled scaling, or leadership challenges, would you intro me?

No exclusivity, no contracts - just mutual value."

Sweetener: Host joint webinar
- Topic: "Tax Strategies for Fast-Growing Businesses"
- Attendees: Your list (500) + their list (2,000) = 2,500
- Split leads 50/50

Investment:

Referral fees: $5,000 (assumes 5 clients @ 10% of $10K avg)
Co-marketing: $3,000 (webinar hosting, materials)

Expected Results:

8 clients from partnerships (Year 1)
CAC: $1,000 (cheapest channel!)

B. Industry Associations & Communities

Target Communities:

EO (Entrepreneurs' Organization) - 18,000 members
YPO (Young Presidents' Organization) - 35,000 members
Vistage (competitor, but can partner as workshop provider)
Industry-specific: SaaStr (SaaS), FounderFuel (startups), etc.

Engagement Strategy:

Attend events (4-6/year) - networking, speaking opportunities
Sponsor local chapter ($2,000-$5,000/year)
Provide free workshops (build credibility, generate leads)

Investment: $3,000 (memberships, event sponsorships)

Channel 4: Events & Webinars ($10,000/year)

Objective: High-touch engagement, accelerate trust, batch lead generation.

Monthly Webinar Series (12/year)

Topic: Rotating (Scaling, Leadership, Digital Transformation, Q&A)
Format: 45 min presentation + 15 min Q&A
Platform: Zoom Webinar ($50/month) = $600/year
Promotion:
- Email list (weeks 3, 2, 1, day before)
- LinkedIn ads ($300/webinar)
- Organic social (5 posts over 2 weeks)
- Partner promotion (if co-hosted)

Expected Results:

Metric	Target
Registrations/webinar	100
Attendance rate	40%
Attendees/webinar	40
MQL conversion	25%
MQLs/webinar	10
Total MQLs/year	120
Client conversion	5%
Clients from webinars	6

Investment:

Ads: $3,600 ($300 × 12)
Webinar software: $600
Presentation design: $1,200 (templates, slides)
Recording/editing: $1,000
Total: $6,400

In-Person Events (4/year - Q2, Q3, Q4)

Format: Half-day workshop (8:30am-12:30pm)
Venue: Co-working space, hotel conference room (free or $500)
Capacity: 15-20 attendees
Price: Free (lead generation) OR $197 (filter tire-kickers)
Topics:
- Q2: "Scale Framework Workshop"
- Q3: "Digital Transformation Canvas"
- Q4: "2027 Strategic Planning Session"

Expected Results:

Attendees: 12/event × 4 = 48
Conversion to client: 15% = 7 clients
CAC: $3,600 ÷ 7 = $514 (excellent!)

Investment:

Venue: $2,000 ($500 × 4)
Catering: $600 ($150 × 4)
Materials: $400 (workbooks, handouts)
Promotion: $600
Total: $3,600

Channel 5: Email Marketing ($5,000/year)

Objective: Nurture leads, build relationships, drive conversions.

Email List Building:

Sources: Blog, LinkedIn ads, webinars, events, partnerships
Goal: Grow from 0 → 2,000 subscribers (Year 1)
Lead magnets:
1. "Scale Readiness Assessment" (interactive tool)
2. "CEO's Growth Playbook" (30-page PDF)
3. "Template Library" (OKRs, budgets, org charts)

Email Sequence Strategy:

A. Welcome Series (5 emails, automated)

Email 1 (Immediate): Welcome + deliver lead magnet
Email 2 (Day 2): Founder story + mission
Email 3 (Day 5): Introduce GBCM services (soft sell)
Email 4 (Day 9): Case study + social proof
Email 5 (Day 14): Invitation to book free consultation

Conversion rate: 5% book consultation = 100 calls/year

B. Weekly Newsletter (52/year)

Format:
- 1 curated insight (from blog or external source)
- 1 actionable tip (micro-tactic readers can implement today)
- 1 resource (tool, template, book recommendation)
- 1 CTA (webinar, consultation, content)

Example Newsletter:

Subject: [The Scale Playbook] Why most CEOs fail at delegation

Hi [First Name],

This week, I worked with a CEO managing a $3M business...
but still approving every $500 expense.

Here's what I told him:
[150-word insight on delegation framework]

🎯 ACTION ITEM:
List 3 tasks you're doing that someone else could do 80% as well.
Delegate 1 this week.

📚 RESOURCE:
"The Effective Executive" by Peter Drucker (Summary: [link])

🎤 UPCOMING WEBINAR:
"Building Your Leadership Team" - Oct 15, 2pm ET
[Register here]

See you next Wednesday,
Gregory

P.S. Reply to this email - I read every response!

Open rate target: 25-35% (industry avg: 20%) Click rate target: 3-5% (industry avg: 2%)

C. Nurture Sequences (Automated, triggered)

Engaged but not purchased: 6-email sequence over 60 days
Webinar attendees: 3-email follow-up sequence
Discovery call no-show: 2-email re-engagement
Proposal sent, no decision: 4-email sequence

Investment:

Email platform: ConvertKit ($500/year for 2K subscribers)
Copywriting: Founder + AI tools ($1,500)
Design templates: Canva Pro ($120/year)
Lead magnets production: $2,000
Total: $5,000

Expected Results:

2 clients from email nurture (Year 1)
CAC: $2,500

Channel 6: Referral Program ($5,000/year - Launch Q3)

Objective: Turn happy clients into advocates, reduce CAC to $0.

Program Structure:

Referral Incentive:

Referrer (existing client): $1,000 credit OR 10% cash (choice)
Referee (new client): 10% discount on first year
GBCM: Pays $1,000-$6,000 vs $2,000-$5,000 CAC from ads (breakeven or better)

Example:

Client A refers Client B to TRANSFORM Scale ($23,997)

Referrer Reward:
- Option 1: $1,000 account credit (applies to renewals, upgrades)
- Option 2: $600 cash (10% of $23,997, capped at $1,000)

Referee Reward:
- 10% discount = Save $2,400 (pays $21,597 Year 1)

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:

Homepage: Value prop, social proof, CTA
Services: 4 pillars (TRANSFORM, ADVISORY, ACCELERATOR, PLATFORM)
About: Founder story, team, mission
Case Studies: 5-10 success stories (testimonials, results)
Resources: Blog, tools, webinars, podcast
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:

Live Webinar (60 min)
Recording → Upload to YouTube, Vimeo
Transcript → Blog post (2,000 words)
Slides → SlideShare upload
Audio → Podcast episode
Short Clips (5-10) → LinkedIn videos (2-3 min each)
Quotes (10) → LinkedIn text posts
Carousel → Instagram/LinkedIn (10-slide summary)
Email Summary → Send to subscribers
Resource → Add to GBCM Hub library
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:

Intro (5 min): Set expectations, build credibility
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?"
Overview (5 min): High-level GBCM approach (not full pitch)
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:

Prep (before call): Review discovery notes, research company
Assessment (45 min):
- Walk through Scale Framework (8 dimensions)
- Identify top 3 priorities
- Discuss current state vs desired state
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
Investment Conversation (10 min):
- Present pricing, payment options
- Handle objections
- Close: "Are you ready to commit to this transformation?"
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:

🎓 Thought Leadership - Content educates, builds trust, drives inbound
🤝 Strategic Partnerships - Leverage existing relationships, warm introductions
📊 Data-Driven Optimization - Test, measure, refine every channel

Year 1 Goal: 30 clients, $180K revenue, $2K blended CAC ✅ ACHIEVABLE

Competitive Advantage:

Digital-first approach (vs traditional networking-only)
Content moat (100+ blog posts, 12 webinars, 26 podcast episodes)
Tech-enabled sales (AI Coach assists with nurture, reduces manual work)

Next: Section 08 - Operations Plan

34 KiB Raw Blame History Unescape Escape

7. GO-TO-MARKET STRATEGY

📋 TABLE DES MATIÈRES

🎯 VUE D'ENSEMBLE

Philosophie Go-to-Market

Market Entry Strategy (2026)

🔄 CUSTOMER ACQUISITION FUNNEL

Full Funnel Overview

Funnel Metrics (Year 1)

📢 MARKETING CHANNELS & TACTICS

Channel Mix (Budget Allocation Year 1: $60,000)

Channel 1: Content Marketing ($15,000/year)

Channel 2: LinkedIn Ads ($12,000/year)

Channel 3: Partnerships ($8,000/year)

Channel 4: Events & Webinars ($10,000/year)

Channel 5: Email Marketing ($5,000/year)

Channel 6: Referral Program ($5,000/year - Launch Q3)

Channel 7: SEO & Website ($5,000/year)

📝 CONTENT MARKETING STRATEGY

Content Pillars (3 Core Themes)

Content Calendar (Q1 2026 Example)

Content Repurposing (1 → Many)

🤝 PARTNERSHIP & REFERRAL PROGRAMS

Strategic Partnerships (Detailed)

💰 SALES PROCESS & CONVERSION

Sales Funnel Stages

💵 PRICING & PACKAGING STRATEGY

Pricing Philosophy

Packaging Strategy (Recap from Section 5)

🚀 LAUNCH PLAN (2026)

Pre-Launch (Oct-Dec 2025)

Launch (Jan-Mar 2026 - Q1)

Growth (Apr-Dec 2026 - Q2-Q4)

📊 GROWTH METRICS & CAC

Customer Acquisition Cost (CAC) Breakdown

Key Performance Indicators (KPIs)

Year 2-3 Growth Projections

🎯 SUCCESS FACTORS & RISKS

Critical Success Factors

Go-to-Market Risks

📌 CONCLUSION

34 KiB

Raw Blame History