Case Study: A Wellness and Wellbeing Start-up Short on Capacity and Manpower, with a Tight Budget
This is the story of a client who first hired me to do sales prospecting for their business and how a year later, I’ve become part of the team.
A start-up environment is fast-paced, with many moving parts and often, team members engage in multiple tasks that require different skills.
After realising that the workload had become unmanageable and certain areas of the business left neglected, the client explored my other skill sets and seized the opportunity to utilise them.
Problem
Before stepping into my client’s business, there were issues with burnout, high stress levels, lack of resources and manpower, to generate leads, promotional content and social media marketing.
My client is a wellbeing consultant, mental health therapist, business founder, and the company brand's main vehicle - with a lot at hand, with very little time.
The business was complex, with different project pockets and here were the gaps:
Continuous inflow of prospects to participate in research, surveys and interviews
Upkeeping the founder's social media reputation and ensuring new connections were nurtured
Outnumbered by interviewees and a time crunch on creating reports
Solutions
I worked closely on the project with the Founder (client).
Prospecting
Firstly, for the prospecting, I had to better understand who the ideal prospects were, gauge the previous efforts exercised and get informed about what services were being offered.
My efforts included: building and understanding persona profiles, using online databases to gather data and information, recording data used for outreach and executing outreach to prospects. The goal was to book calls.
After execution, the approach was reviewed and then re-strategised. Results proved that unfit prospects were being targeted and required pivoting.
It was a trial and error, until eventually, after many tests of messaging and sharpening of persona, the acceptance rate and call booking increased.
The impact of the activities had a weekly 25% response rate.
Community building & management
When I started with my client’s community management, they had almost 9,000 connections on LinkedIn, all organically sourced, spending 4 years to arrive at this point.
It was important for my client to connect with those who are within the same field and be deliberate with whom to connect with.
With every connection, there was a purpose; a collaboration, potential partners or clients.
As you can imagine, this was time-consuming, though my client saw the need and importance of building a community but had little to no time, as other business matters were pressing.
My client prioritised booking calls and having conversations, taking advantage of Zoom and Google Meets, over message exchange on social media.
My support came in the form of being an executive assistant, responding to correspondence on social media and booking calls with potential partners and/or clients. The other areas were to engage and harness new connections that fit the persona profiles provided by my client.
I had to get familiar with her tone of voice, and approach and ensure that there were no overlaps in her schedule for calls being booked.
Since then, my client’s community has grown from almost 9,000 to 11,000 connections in just a year.
Would you like to see similar results for your business? Let’s talk.
I want to learn what success looks like for you, see if we would make a great fit and explore how I can help you and your business.
