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CASE STUDY

Strategy design for launching an online professional coaching company specialized in productivity and high performance.

1. Context

Throughout my active years on social media, I fostered a community focused on sharing valuable insights and the latest tools I discovered in personal development. This engagement sparked interest among my followers about the services I could offer to help them achieve their goals and fulfill their ambitions, leading to the inception of my own online business venture.

My natural curiosity in personal development drove me to participate in various online programs, where I identified a gap in customizing tools to individual lifestyles and maintaining results post-completion. Recognizing an opportunity to cater to a specific audience's needs, I leveraged my experience in structured planning and priority setting.

In 2022, I earned my professional coaching certification, marking the beginning of Luisa Toro Coach.

2. Goals

With years of experience as a marketer, entrepreneur, and time spent in the restaurant industry, including management and sales, I had a clear understanding of not only building projects or startup companies but also creating and promoting courses through marketing. I knew how to assemble a team with deeper expertise in areas like graphic design and web design.

With this knowledge, I decided to launch what would become my flagship project: 'Thunderstorm, Productivity Academy.' Here, I will share the process, the decisions made, as well as the KPIs and results.

STAGE 1: Project Management. Construction of the Thunderstorm project 'Integral Productivity Academy'

STAGE 2: Marketing Strategy and Execution. Strategy and launch of the marketing campaign for the project

3. Challenges

Although I already had a holistic understanding of the entire social media ecosystem, E-learning was new to me. I was aware that it was a project requiring specific logistics, digital tools, and marketing strategies different from what I had been doing on social media.
Building a look and feel for the project that supported a higher-than-average online product price point. I didn't want to enter the market with the strategy of 'my product has the best price,' but rather 'my product is of the highest quality.'

4. Project Kickoff

Project Title: Thunderstorm Integral Productivity Academy
Program Duration: 3 weeks (May 2022)
General Description:

The Integral Productivity Academy is an online program designed to enhance personal productivity and organization, using these as the key elements to achieve the students' professional and personal goals. This project marked my foray into the world of E-learning and was the launchpad for the Luisa Toro Coach brand.
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Detailed Responsibilities:
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1. Project Management and Execution:

Overall planning and execution of the course development.
Coordination with video editors and designers for content creation and editing.
Management of timelines and deliverables to ensure project milestones are met.
Oversight of the technical aspects of video production and course material design.
Ensuring quality control and adherence to the planned curriculum and content standards.

2. Social Media Content Strategy:

In-depth identification of the target audience (their pains, complaints, and how they express them).
Identification of key content to maximize communication visibility.
Creation of content adapted to the platforms frequented by my target audience.
Proactive management of social media interactions to build a community.

3. Email Marketing Strategy Design and Execution:

Precise segmentation of the target audience.
Development of persuasive and personalized campaigns.
Continuous metric analysis to optimize email open rates.

4. Online Program Development:

Selection of curriculum, duration, modules, and content for the program.
Implementation of efficient technological platforms for some automation in the program's sales management.
Thorough testing to ensure an impeccable user experience.

5. Sales Funnel Strategy Design and Execution:

Creation of a sales funnel tailored to the audience.
Implementation of upselling and cross-selling tactics.
Continuous monitoring of the funnel to identify areas for improvement.
Design of a strategy for social ads.

Challenges Faced:

Penetrating a saturated market with a unique and attractive approach.
Building trust in an E-learning product in a competitive environment.
Maintaining relevance throughout the 3-week program.

Design Thinking:
‍In this context, I decided to use a flexible design thinking strategy to explore the problem and define the project in a non-linear manner, allowing me to move back and forth as I acquired more knowledge about the subject and information on possible solutions.

Thus, I immersed myself in a new topic, discovering it as I empathized with my potential future clients and formed an idea of what the ideal product design should be for a program that teaches disorganized and procrastinating people to overcome these obstacles and truly start approaching their dreams, fulfilling the goals and purposes they have set for their lives.
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‍Flexible Planning for Design Thinking
To ensure a smooth execution of the strategy, always seeking solutions, I created a roadmap with actions divided by level of importance and urgency.

This work route began with a brainstorming session of the actions I had most clearly identified. After a week of delving into the comprehensive vision required for a project like this, I managed to detail the necessary steps for the execution of each stage of the project.
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Initial Actions Taken:

I conducted a detailed analysis of the target audience, including their needs, desires, and pain points.

The pain points were identified from the most repeated messages and questions on my social media.I then categorized all the Pain Points into 4 different groups:
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People who don't know they have a problem
Those who know they have a problem but don't know how to fix it
People who want to find a solution to their problem but are not aware of my product
Those who are aware of their problem and know my product

‍I then proceeded to fill each category with the corresponding pain points:
‍Ideal Target Profile for the Integral Productivity Program:
‍Name: María Rodríguez
Age: 28-45 years
Occupation: Independent Professional or Entrepreneur
Residence: Urban or Suburban area
Education Level: University Degree or Higher‍

Characteristics of the Ideal Target

Entrepreneurial and Ambitious: María is an entrepreneurial and ambitious woman seeking to excel in her professional field. She is involved in independent projects or runs her own business.
Aware of Her Challenges: María is aware of her time management and productivity challenges. She has experienced stress due to disorganization and seeks to improve her efficiency.
Interested in Female Empowerment: María is interested in female empowerment and sees productivity as a tool for achieving a successful balance between work and personal life.
Values Her Time: María values her time and understands that wasted time on unproductive tasks equals lost opportunities. She is willing to invest in a program that helps maximize her time and resources.
Focused on Professional Development: Besides personal development, María is heavily focused on her professional growth. She wants to enhance her management and leadership skills.
Seeks Comprehensive Solutions: María looks for a complete and integrated solution to improve her productivity. She wants a program that covers all aspects of time management, from planning to execution.
Desires Measurable Results: She expects concrete and measurable outcomes from the program, such as increased work efficiency, the ability to manage projects more effectively, reduced stress due to disorganization, and more free time for travel and quality time with loved ones.
Committed to Business Success: María is committed to the success of her business or independent project and recognizes that enhancing her productivity is essential to achieving her business goals.
Interested in Female-Focused Content: María has shown particular interest in content related to female empowerment, women's leadership, and personal growth. These topics have resonated with her in her social media interactions.
Long-Term Commitment: She is willing to commit to the program long-term and is interested in actively participating in the sessions and assigned tasks.

‍María Rodríguez represents the ideal target as an entrepreneurial and ambitious woman who values her time and seeks to improve her productivity to achieve success in her business or independent project. Her interest in female empowerment and focus on professional development make her highly receptive to an integral productivity program that provides the necessary tools to advance in her work and personal life.
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Key KPIs to Measure Project Success

Conversion Rate for Landing Page #1 Live Masterclass:
Conversion Rate for Sales Landing Page: 1142 people
Lead to Customer Conversion Rate: 15
Customer Retention: 15 (all students successfully completed the program)
NPS (Net Promoter Score): 10 high-value video and text testimonials recommending the program were obtained from the 15 students.
Total Revenue: 15 students enrolled

‍Program Price: 380 USD$
Total Revenue: 5,700 USD$
Total Investment: 500 USD$
Total Profits: 5200 USD$‍

5. Design Thinking

Empathize:

In this initial phase, I immersed myself in the world of our potential students, women who wish to achieve a higher level of productivity and organization in their personal and professional lives.

I conducted a series of surveys through my Instagram stories to more easily understand how my potential clients express their pain points, as well as the phrases and words they use to describe the solutions they seek.

From these surveys, I was able to expand the profile of my target audience, moving beyond just entrepreneurs:

María Rodríguez, a passionate professional, seeks to balance her work and personal life but struggles with time management.
Andrea Pérez, a mother and homemaker, wants to be more productive and have more time for herself.
Laura Gómez, a university student, is looking for effective organizational techniques for academic and personal success.
Sofía Martínez, a young professional, aims to tackle stress and the lack of time in her busy life.
Empathy Maps

Define:

‍Leveraging trend research on platforms like Google Trends and Pinterest Trends, combined with an analysis of interactions on my social media over the four months leading up to the program's launch, I focused on content related to productivity. This approach helped me gather valuable insights from comments and interactions on my social networks about this specific topic.
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I identified the key challenges faced by my students and established clear objectives for our comprehensive productivity program:

Objective 1: Help María find a balance between her business and personal time.
Objective 2: Provide Andrea with tools to be a dedicated mother while enjoying quality time with herself and friends.
Objective 3: Equip Laura with effective time management skills for academic and personal success, distinguishing between urgent and important tasks.
Objective 4: Offer Sofía solutions to reduce stress and maximize her time.
Benchmarking

Ideate:
‍In this creative stage, I generated specific solutions to address the challenges of our students:

For María: Developed customized modules on time management and work-life balance.
For Andrea: Created modules on productivity for entrepreneurs and professional organization strategies.
For Laura: Designed a section focused on time management in both academic and personal settings.
For Sofía: Implemented stress reduction techniques and time management in the program.

Content Planning for the Program:

After defining the content for the online program and social media, I moved on to devising the ad strategy and the conversion funnel.

I decided to create a mini productivity challenge on my social networks, leading to a Telegram channel where, for 12 days, I shared audiobooks on productivity and personal organization, along with workbooks I designed to work on the new concepts learned in each audiobook.

The challenge concluded with a live masterclass, where my goal was to close sales, offering a discount coupon valid for the next 24 hours.

The masterclass was recorded and sent to my database, allowing me to continue converting with this high-value content. It was a 2-hour masterclass.

Testing:
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In the implementation phase, I took action and created the comprehensive productivity program, ensuring that each component was aligned to facilitate all stages of the pre- and post-purchase process for my students:

I developed interactive lessons, pre-recorded masterclasses, and practical exercises to address the specific challenges of each student (6 pre-recorded masterclasses, 9 workbooks, and 3 live masterclasses).
I oversaw the design of all content, emphasizing the use of color, minimal text, and more images to facilitate learning.
After an exhaustive search for the best e-learning platforms, I chose Tutors LMS to launch my online productivity academy. This online portal is where students could find all the resources of the academy, accessible indefinitely with their personal user and password.
I established a support system with live group sessions to foster community support.

Implement:
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Having achieved such clarity in the ideation and testing stage, the implementation was straightforward to execute.

The biggest challenge was ensuring that all interested parties who interacted with the content, information forms, and registration for the masterclass, converged in one place from which they could convert by continually nurturing that lead with high-value content.

Thus, all interested parties were concentrated in two databases on my email marketing platform. Every new registration entered an automated email flow that nurtured the lead and directed them in each email with a call to action towards the purchase page.

6. Results

The primary goal of this initial launch was to test in real-time everything involved in creating an online business. It was to ascertain if there was a market interested in the resources I wanted to offer and how this market would react to an academy promising solutions to their challenges.

The results were overwhelmingly positive in every aspect, offering a learning experience akin to a practical master's program. Being actively involved in every stage of the funnel, I gained a comprehensive view of the sales process.

Tangible and Intangible Results:
The academy was conducted with registered students. I obtained a testimonial from each enrolled student, crucial for facilitating the sales process for future launches. As the instructor, I received direct feedback from the students, which was overwhelmingly positive. Each student achieved the initial purpose for which they had enrolled in the academy.

I successfully expanded my database with well-nurtured leads, who will likely be further along in the conversion funnel for future programs.

The perception of my personal brand began to shift towards the themes I wanted to focus on: personal and professional development, entrepreneurship, personal organization, inspiration in intentional lifestyle, and achieving dreams.

7. Conclusions

This project was a success, giving life to what is now Luisa Toro Coach, my online professional coaching venture. Receiving overwhelmingly positive feedback throughout the entire conversion funnel journey was invaluable. This included feedback from those who did not convert, such as participants in the comprehensive productivity mini-challenge or the live masterclass. Their comments were always positive, often citing financial resources as the reason for not completing their course enrollment.

Receiving direct feedback about pricing opened up significant improvement opportunities for future launches, especially regarding payment options and the potential creation of evergreen programs with automated sales at a lower cost for a specific target audience.