Mind Map Gallery Discovery
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Discovery
This is a mind map that contains information about the discovery.
Edited at 2020-10-12 03:34:10
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Discovery
Session 1 Client's Business
Products/Sales
Tell me how would you define your business?
Tailor made travel to South America
Columbia to Antarctica
Groups, couples, families, individuals
Incentives: As an incentive forsales team for example
Talk about the categories ofproducts you offer
What's your yearly sales cyclelike? Busy, slow times etc?
Busy
Slow
Describe a customer journeythrough your sales funnel
Funnel 1
Funnel 2
What are the products that aremost profitable?
If you could increase sales of one product category, what would be the first priority?
Goals
How do you measure successwithin your business?
What metrics do you look atdaily/weekly/monthly/quarterly?
What reporting tools do you use?
Who else evaluates success within your business?
Revenue
Current Revenue Targets?
Revenue from past three years?
Structure
Stakeholders/Titles/Responsibilitieswithin the business
Key stakeholders involved in making thedecision to for a marketing/salesproject?
If they are not in the meeting with you...
"It might make sense to involve themat certain parts in the process, is thatok?"
Homework for ME before session 2
Fill in notes from Session 1
1 to 2 twenty min interviews with staffthat has most contact with currentcustomers
Create whatever Customer Profiles I can from the interviews
Session 4 Client's strategies and tactics
Current strategy
Explain the difference between Strategy and Tactics
"What is your current growth strategy?"
Do an informal SWOT analysis...
Strengths
Weaknesses
Opportunities
Threats
Strategy Options
Use a traffic + conversion strategy to...
Get more leads/sales/donations
Grow an email list
[Everything below also supports a T + Cmaster strategy]
Use email to increase the amount of interactionsyour client has with their existing and potentialcustomers.
Newsletters
Promos
Autoresponder/nurture series
Use social media to publicly engagewith your existing/potential customers.
Fish bowl
Syndicate out content marketing...
Yelp
Foursquare
Youtube
Vine
Use content marketing to illustrate expertise,establish credibility, drive traffic, and increase searchnet.
Articles
White papers
Blog
Guest posts
Webinars
Seminars
Research
Find examples
Don't reinvent the wheel.
Find examples in the industry, related industries, or relatedbusiness models where there is someone executing on yourrecommended strategy well.
The best example would be an existingclient / past success story.
Create a "Swipe File"
Homepage screenshots
Search traffic screenshots
Email autoresponder samples
Workflow mindmaps
Session 3 Client's competition and market
Market
Approximate market size
Are you focused on...
Local
Regional
National
International
Industry Associations or Groups
Industry Publications
Are there publications that are more'customercentric' thancompetitorspecific?
What would you consider thebiggest opportunity is in themarket?
Competition
Review existing competition
In the physical world (usually supplied by client
In the online space (bring found competitors
Review brand reach, website, SEO profile, engagement levels
What do your competitors do better than you?
What do you better than them?
Do you have any type of relationship with them?
ie. Friendly, competitive, archnemesis...
What do you think your biggestopportunity is to beat yourcompetition?
Homework for ME prior to Session 4
Market
Research each association
Are there content marketing opportunities?
Are there opportunities for links?
Research each publication
Are there content marketing opportunities?
Are there opportunities for links?
Competition
Do the "existing site" research from above oneach of the competitors that were mentioned byclient.
Do the "existing site" research on each competitor youfind that ranks well for competitive/trafficked keywordterms.
Session 5 Solution Presentation
This is what we heard you say
This are some strengths we've identified
These are the problems we identified
Here are our solutions for those problems
Did we understand you correctly?
Yes
Attach price and timelines tosolution and present proposal
No
Adjust scope doc and send forapproval, then move to proposal
Session 2 Client's Customers
Different customer segments
Who are their customers?
Do different customers buy different products?
Are different customers in differentfunnels/workflows with the business?
Create avatar
For each customer segment...
What pains/problems do they have?
What is the solution that you provide?
What market do you consider this customer in?
What is their annual income/revenue?
How old are they?
What other products and services do they use?
What are their spending habits?
Are there any personality traits thatuniquely identify them?
CURRENT Customer Avatar #1
CURRENT Customer Avatar #2
POTENTIAL Customer Profile #1
POTENTIAL Customer Profile #2
Homework for ME prior to session 3
Collect competitors list
Do competitive research and try andidentify "unknown" competitors in theonline space
Any market research (Hoovers.com,LinkedIn, FreshKey, SpyFu etc)
Who's performing well in a organicand paid search in this space?
Use Moz Open Site Explorer toevaluate SEO profiles