1. 3 Things for 2022
1.1. sort out sales & marketing engines to make them scale effectively
1.1.1. seeing a lift in conversion rates - currently at 6% on sales (lead to agreement signed) -- 60% of agreements won become paying customers
1.2. post sales: re-setting how support is offered, onboarding, cross selling, crm build out
1.2.1. partner NPS lifting currently at 20-25, want to get it to 30 or higher
1.3. hit growth targets $30M
1.3.1. cap target of 2.7M and sign 220 agreements by end of Q1
2. USP
2.1. artemis
2.1.1. provide subscription model that allows people to try the device without a massive commitment - usually there's 12-24 mo terms for a medical grade device
2.2. cryoskin
2.2.1. b2c: very safe and effective way to lose inches
2.2.2. b2b: a machine that provides a better service than coolsculpting at a fraction of the overhead*
2.2.2.1. with coolsculpting there's a lot of overhead
3. Competitors
3.1. coolsculpting
3.2. cryo-t-shock
3.3. cryoskin revolution team
3.4. cartessa
3.4.1. have a broad range of machines available
3.5. other technology
3.5.1. RF
3.5.2. laser
4. Sales Process Flow
4.1. Lead Sources
4.1.1. Google 25% trials
4.1.2. Facebook 60% trials
4.1.3. Referrals, Cold Calling ~5% trials
4.1.4. Internal marketing (Robyn & Christie) 10% trials
4.1.5. Emailing
4.1.5.1. just lauched
4.2. Buying Options
4.2.1. purchase / 15%
4.2.1.1. new
4.2.1.2. refurbished
4.2.2. trial / 85%
4.3. Process
4.3.1. fill out a form
4.3.1.1. book appt with rep
4.3.1.1.1. speak to rep
4.4. Friction
4.4.1. Top Hesitations for Moving Forward
4.4.1.1. cost
4.4.1.2. suits their practice
4.4.1.3. timining
4.4.1.4. get more from Austin
4.4.2. Cancellations/Returns
4.4.2.1. "because it doesn't print money"
4.4.2.1.1. they don't know how to sell it to their market
4.4.2.1.2. there isn't enough market, there's a competitor down the road
4.4.2.2. closing business or niching down
4.4.2.3. COVID
4.4.2.4. "life"
5. Problems You Solve
5.1. massage/beauty business owner
5.1.1. foothold into body contouring market
5.1.1.1. high growth market
5.1.2. enables expansion of work for therapist/staff
5.1.2.1. staff retention
5.1.3. profitable revenue generation service with minimal physical overhead
5.1.4. increased ticket value
5.1.4.1. boost revenue
5.1.5. sell more packages
5.1.5.1. prepay revenue
5.1.5.2. return visitors
6. Stages of Awareness
6.1. Traditional
6.1.1. Not problem aware
6.1.2. Problem aware
6.1.3. Solution aware
6.1.4. Vendor aware
6.1.5. Fully aware
6.2. Optimized
6.2.1. Indifferent
6.2.2. Sold on Concept
6.2.3. Sold on Your Concept
6.2.4. Sold on Brand
7. Client Qualification
7.1. Has hired and failed, tried and failed
7.2. Has hired and failed, has not tried
7.3. Has not hired, has tried and failed
7.4. Has not hired, has not tried
8. Persona/Audience Drill Down :: Massage/Beauty Business Owner that is looking to add a profitable revenue generation service with minimal physical overhead and is sold on your concept
8.1. Demographics
8.1.1. female
8.1.2. one of 4 main states ~50% of base
8.1.2.1. CA
8.1.2.2. FL
8.1.2.3. TX
8.1.2.4. NY
8.1.3. 30-40 years old
8.1.4. not a first time business owner
8.2. Problems You Help Solve For This Audience
8.2.1. Massage/Beauty Business Owner that is looking to add a profitable revenue generation service with minimal physical overhead and is sold on your concept
8.2.1.1. >>
8.2.1.1.1. have a plan that's working and possibly sleep better because of it
8.3. Empathy
8.3.1. Feel
8.3.1.1. frustrated
8.3.1.2. anxious
8.3.1.3. worried
8.3.1.4. optimism
8.3.1.5. energized
8.3.1.6. motivated
8.3.2. Think
8.3.2.1. i've tried lots of the traditional things that haven't worked
8.3.2.1.1. i probably have to try something that's not traditional that isn't ridiculous, that fits for me
8.3.2.2. whatever i do has to fit in with my values
8.3.2.3. i have to figure this out
8.3.2.4. i can't lose my business
8.3.2.5. my team/family is counting on me
8.3.2.6. i've invested too much
8.3.2.7. why is this so hard
8.3.2.8. i need to be careful there's a lot of unsavory offers out there
8.3.3. Hear
8.3.3.1. it'll be alright, you'll be fine, stop worrying, you'll figure it out
8.3.3.2. this is a really difficult project, give it some time
8.3.3.3. well it's easy, all you have to do is ABC
8.3.3.4. maybe you should walk away
8.3.3.5. i hear XYZ is doing 123, have you tried that?
8.3.3.6. maybe you should hire a marketing person to help
8.3.3.7. have you tried running ads?
8.3.4. Say
8.3.4.1. i've got a good customer base, there's got to be something i can do with them
8.3.4.2. i have a good brand
8.3.4.3. i love doing XYZ and i don't want to walk away from it
8.3.4.4. i just have to do more research on how to solve this
8.3.4.5. i can't imagine myself doing anything else other than running a business
8.3.4.6. i'll reach out to my competitors to see what they're doing
8.3.4.7. maybe i should give up...
8.3.4.8. perhaps i can get a job and make more money than i'm making now
8.3.5. See
8.3.5.1. couses
8.3.5.2. ads in magazine and value coupons
8.3.5.3. undercutting service costs
8.3.5.4. webinars
8.3.5.5. GURUs who will help you
8.3.5.6. devices
8.3.5.7. buying or joining a franchise
8.3.5.8. biz dev ops where they JV or partner
8.3.5.9. competitors claiming 300% growth
8.3.5.9.1. hiring like crazy
8.3.5.9.2. ads everywhere
8.3.6. Do
8.3.6.1. research
8.3.6.2. crying/being upset
8.3.6.3. talking to peers, family, friends
8.3.6.4. reaching out to providers/vendors
8.3.6.5. figuring out what makes sense
8.3.6.6. attending webinars
8.3.6.7. expanding their offering by learning new approaches
8.3.6.8. trying to figure out the marketing side of things
8.3.7. Blame
8.3.7.1. COVID
8.3.7.2. market
8.3.7.2.1. too many competitors
8.3.7.2.2. market too small
8.3.7.2.3. depending on XYZ market
8.3.7.2.4. undercutting
8.3.7.2.5. customers are price sensitive
8.3.7.3. themselves
8.3.7.3.1. not having right skills
8.3.7.3.2. not having the right team
8.3.8. Logical Next Step
8.3.8.1. research to understand what is a great fit for the need
8.3.8.1.1. answer questions and set expectations to gain reassurance that this will solve the problem if you put the work in
8.3.9. Social Proof Required
8.3.9.1. this report opened my eyes and was the catalyst to a remarkable experience with Artemis and Cryoskin
8.3.9.1.1. reviews about the partnership, support
8.3.10. What Happens Next
8.3.10.1. download the report
8.3.10.1.1. or
8.3.11. Promise/Guarantee
8.3.11.1. in X minutes you'll have a clear understanding if this solution is a great fit for solving your problem and if Cryoskin is a potential vendor that you should consider working with
8.3.12. Risk Reversal
8.4. Limiting Beliefs
8.4.1. Self
8.4.2. Others
8.4.3. World
8.5. Timeline
8.5.1. First Thought & Passive Looking
8.5.2. Active Looking
8.5.3. Deciding
8.5.4. Consuming
8.5.5. Judging
8.5.5.1. Pre
8.5.5.2. During
8.5.5.3. Post
8.5.6. Buying Process
8.6. Real Wants
8.7. Paradigm Shift Required
8.8. Stats They're Hot For
8.9. F&Bs
8.9.1. Features
8.9.2. Benefits
9. Target Market
9.1. business owner
9.1.1. massage/beauty businesses
9.2. franchise
9.2.1. health
9.2.2. wellness
9.2.3. massage