Go-To Market Strategy for Honor - marketplace for in-home care
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Transcript of Go-To Market Strategy for Honor - marketplace for in-home care
HonorGo To Market
Tobias Kemper 3/24/2015
Disclaimer:
This go-to market strategy deck was prepared for a marketing role at Honor as part of the interview process. Ultimately I pursued another opportunity.
Situation:
Honor, an in-home care service marketplace, had not launched and was looking for a marketing lead to develop and execute a strategic plan to launch their service from a few households to the Bay Area, and beyond.
In this deck, I split the proposed strategy into a seed-, growth-, and scale stage, introducing goals, objectives, action items, and relevant metrics per stage.
Overview
• Go To Market Framework
• Deep-Dive on Referral Partners
• Promotions
• Recommended Staffing
Driving Values• Control — Safety
The ability to take charge and solve of an urgent problem anytime, quickly and safely.
• Quality — ReliefThe knowledge that you or your loved one is being taken care of by a trustworthy professional.
• Independence — SecurityThe security of being able to preserve independence and dignity of the family member privately and securely.
Go To Market Objective
Serve 10 homes starting April 2015.
Go To Market GoalsPre Pilot > Pilot > Ext. Pilot > Launch
Goals
• Discover/receive overwhelming demand
• Deploy the best caretaker team in the industry
• Hire the most passionate team members
• Receive 100% positive feedback on service
• Deliver fail-proof platform
• Be the most credible provider to partners
• Keep customers coming back
• Have all carepros become Honor evangelists
• Become the de-facto in-home care provider
• Position Honor as Best-In-Class Service
• Honor synonymous with In-Home care
• Have all customers become Honor ambassadors
Start Date March 24 April 30 June 30 October 1
Pre-PilotGoals Objectives Tasks
Discover/receive overwhelming demand
Gauge/build demand to cater to 10 homes
• Launch teaser page for customers to gauge demand
• “Be Ready” campaign (blog/email) • Solicit partner feedback from interviews • Provide incentive benefit (free appointment
hour) • Engage trusted network to drive awareness
Deploy the best carepro team in the industry
Ensure qualified supply to match demand
• assess required training resources/methods • build on boarding template for caretaker
staff • interview/hire carepros • develop code of conduct • build on boarding template for caretaker
staff/customers
Hire the most passionate team members
Identify and assemble key staff
• set success metrics and requirements (retention rate, speed of engagement, site traffic)
• hire key staff members (customer/carepro/support)
• develop marketing collateral for customers/carepros/partners
• prioritize partner engagement • define Tier 1 Support strategy
Prepare soft launch. Build for quality.
Pre-Pilot: Example - Demand GenCampaign to gauge demand and raise awareness.
Email 1 Email 2 Email 3 Email 4
Objective • Obtain 20 requests• increase requests by
10% from start date • drive traffic to blog
• increase requests by 10% from April 1
• increase requests by 10% from May 6
Audience• friends & family • investor network • purchased/built list
• friends & family • investor network • any new requests • purchased/built list
• friends & family • investor/partner
network • any new requests
• friends & family • investor/partner
network • any new requests
Topic/Content
“Be Ready” • proactive future
planning • incentive
What You Need to Know About Aging • what are your
resources
Meet Honor’s Carepros • inspirational promise • certified/qualified
Meet Honor at MajorEvent • hear our story • ask anything
Call to Action • Get notified at joinhonor.com
• Find out at joinhonor.com/blog
• Watch her story at joinhonor.com/blog
• meet us at event • register at
joinhonor.com
Start Date April 1 April 22 May 6 May 27
PilotServe 10 homes. Deliver on promise.
Goals Objectives Tasks
Receive 100% positive feedback on service
Successfully complete real world use cases
• complete assessment/care/feedback/communication
• communicate training to carepros (workshop: memory care, CPR, senior nutrition)
• execute code of conduct • measure speed of engagement • deliver marketing materials for
carepros, partners and customers
Deliver fail-proof platform
Validate platform logistics
• complete onboarding/(re)scheduiling/fill-ins
• review reporting to asses usage and adoption
• adjust copy and revise UI for web and app
• test escalation process
Be the most credible provider to partners
Engage partners through introduction and feedback
• set up face-to-face meetings • introduce Honor • ask for advice • request feedback
Extended PilotExpand to 30 homes. Make a difference.
Goals Objectives Tasks
Keep customers coming back
Understand customer supply and demand balance
• identify and address customer pain points
• identify key benefits
Have all caretakers become Honor evangelists
Build caregiver incentive program
• pick key staff as mentors • build “Masters” class career
program • build out Carepro Dashboard
(analytics) • identify and address caretaker pain
points
Become the de-facto in-home care provider Define positioning
• create awareness launch plan • communicate value prop to partners,
community and early press • revise marketing collateral • create multimedia content • develop FAQs • compare update to initial metrics/
goals
Deep Dive on Referral PartnersMeet & Greets. Launch prep.Entity Examples Contact Collateral
Private Healthcare
• San Ramon Regional Medical Center
• John Muir Medical Center • Kaiser • Sutter Senior Services • Antioch Senior Center
• contact senior care department head
• drive awareness • requires nurture
printed collateral • we are here to help with
demand
Public• Contra Costa Health Services • Contra Costa Employment &
Human Services • Ombudsman
connect with • head of Aging & Adult
Services, and • Director of Health Services • requires nurture
printed collateral • we are here to support the
community and meet the growing demand
Community Based Organizations
• AARP • HICAP • American Heart Association • Meals on Wheels
• referral program w free assessment incentive
• regular updates
• we are here to support the community and meet the growing demand.
• custom landing page
Business
• Contra Costa Senior Legal Services
• Shuddle • Lawyers for the Elderly • Senior Home Remodelers • Home Security Service
Providers
• referral program w free assessment incentive
connect with • community manager • marketing manager • regular updates
• let’s cross promote our services • custom landing page
Directory• CCC Senior Citizens Directory • CCC HICAP • PrimeBuyersReport
• email publisher • referral program with incentive
• custom landing page
Official LaunchGoals Objectives Tasks
Position Honor as Best-In-Class Service
Launch service with testimonials, endorsement, and press backing.
• present case studies • highlight video interviews • quote testimonials • run Facebook awareness campaign • promote/sponsor e-Newsletters • deliver positive Glassdoor profile • feed review sites
Become synonymous with In-Home Care
Be recognized by top tier press, government and community partners.
• PR (print, online, TV) • eNewsletters • announce official partnerships • partake in social campaigns • drive Paid Search promotions • event engagement (speaking) • engage city colleges (campus event
booths)
Have all customers become “Honorary” ambassadors
Establish “Customer Councils”
• identify outspoken customers as evangelists
• set up social platform to share tips and resources
• community event sponsoring • build Resources page
“Take Care” campaign.
Campaigns• Facebook
- Caretaker recruiting campaign- Awareness/branding campaign to 40-55 year olds
• SEO- Website: Custom content pages- Blog: How-To, Best of, Resource series- Webinar series: Take Care - What you need to know- Guest posts on Quantified Self blogs
• Events- 5th Annual Community Health Fair- 2015 Contra Costa County Fair - We Love Seniors Day
• eNewsletters- WebMD, EverydayHealth Senior, MedicineNet
• Paid Search- brand terms- keywords - competitor terms
A/B test. Rinse. Repeat.
Recommended Staffing• Product Marketing Manager - Carepro/Customers
- Content production - Digital marketing (blog, videos, site content, case studies)- Social media advertising
• Community Manager - Carepro Success- Caretaker acquisition and on boarding - Healthcare professional - Community development/outreach
• Community Manager - Customer Success- Customer acquisition and on boarding - Healthcare professional - Community development/outreach
• Tier 1 Support Manager - healthcare professional- 24/7 support line
• Intern- to support the above
• Data Scientist- supply/demand balance - price testing- retention rate - key interactions- speed of engagement