Goals:

  • Get the ball rolling on building a digital presence/process that supports lead generation, front-loading sales process, booking calls, taking recurring payments. (find a new lead generation system as AD method has become more complicated).

  • Add 35+ students during the January enrollment period & support filling of November info sessions.

Financial Notes:

  • LTV (LTGP) = 4 years x $3,000 = $12,000 - Expenses (remind me of this number ~ $1500/year right?) = LTGP = ~$4-6K.

  • Base Target CAC = $1000 or less per sale. Acquisition Goal = $38K/year or less for 38 students. (VERY DOABLE with paid ads and a optimized sales process).

  • $3,000 rev/per student for 4 years. If 2 locations and 35 students per class per location = $840,000 annual. (best is 4 years from now unless a different location(s) is opened, lead gen / sales system is nailed down, and operations is expanded.

  • Increasing Salaries From 40K

  • Operating Expenses = ??

Foundations for Digital Growth Timeline.

  • Back End Site Development (Nov-Dec) 

    • Make sure Wix can support the “ideal scenario”. (keep or change development platform based on that). 

    • Implement subscription payment processing 

    • Implement customer login portal to manage subscription

    • Implement a booking function to schedule a sales calls. 

    • Edit existing photos and make a few new graphics to stay lean for this first dev project. 

  • Brand Positioning & Content Strategy (January-ish) 

    • in depth strategy informing what content you’re creating, how it’s getting distributed, and a delegation playbook with SOPs. 

  • Create Content Library Based on Strategy (When the space is ready) 

    • Mix of high quality and “user generated content” 

    • Landing page video(s)

    • Social media content 

    • Paid Ads

    • Graphics for social and site as needed 

  • Build funnel (Spring/Summer)

    • Landing page(s)

    • Implement e-commerce best practices for conversion

  • Organic Marketing Testing (As Early As Possible) 

  • Start to test paid ads if necessary (Ahead Of Enrollment Period).

General Thoughts On Advertising TLA and Finding Scale in the Future:

Starting to invest in paid digital growth is going to sting at first, but the social ad lead gen method works for a lot of businesses. It works for businesses that have the funds and stomach for risk to get through the learning phase. The risk of “easing into it” is that you’re learning slow and not seeing the results stack as we find winning versions of each of the following components. (Each need to be methodically tested into, otherwise you are limiting your learnings and spending more than necessary).

  1. Create ads that call students and parents to action. (leveraging old content if we can, shooting, editing, creative testing, editing variations, spend more on winning ads, create more based on learnings).

  2. Ad copy

  3. Social Audiences (this is an advantage you have, geo-targeted ads are easier than broad demographic targeting).

  4. Create an optimized website / landing page made to turn leads in booked appointments. Then establish a honed sales process.

  5. Creating a brand and that students (and parents) want to be associated with.

My ideal clients are those who want a growth partner and are looking to scale to $500K+/mo