's Business Profile
On a scale of 1 to 10 (with 10 being the ‘best), how would you rate your current ENERGY levels in terms of your own mindset, focus, momentum and action?
When you started with us, did you have a personal brand, a company brand or both?
Has this changed since then and what is it now, a personal brand, a company brand or both?
Do you think your logo is legible and professional?
If you have a website, does the URL exactly match your company name?
What is the URL?
Do you have a professional email signature?
Do you have a professional email address, in other words, not a gmail email address as an example?
What is your work title (I am a Conversion Optimisation Specialist)?
Have you always used this title or is it new since joining us?
What is your purpose?
What is your Vision?
South Africa's best choice for purified alkaline water
What is your 1st Primary Goal?
Open and establish new shop in Vereeniging open 1 November
What is your 1st Objective for this Goal?
Order all shop fittings end August
What is your 2nd Objective for this Goal?
Contractors on site 1 September
What is your 3rd Objective for this Goal?
Shop to be ready to open 15 October
What is your 2nd Primary Goal?
Run Marketing/Advertising Campaign
What is your 1st Objective for this Goal?
Signage to be fitted at strategic points end September
What is your 2nd Objective for this Goal?
Mascot to be active in parking area Nov, Dec, Jan give aways
What is your 3rd Objective for this Goal?
December in-house competition chocolate Father Christmas, free bottle every purchase
What is your 3rd Primary Goal?
All shops to offer customer an extraordinary shopping experience
What is your 1st Objective for this Goal?
Training of staff customer relations end January
What is your 2nd Objective for this Goal?
All shop inspection/evaluation and staff evaluation February
What is your 3rd Objective for this Goal?
Introduce new procedures/operations relevant to findings above end March
Write your Value Proposition below as per the formula in Principle 4
All water is not the same, our alkaline water helps give you a short cut to a healthier you because it helps you maintain the pH levels in your body fluids which serves to relieve symptoms of indigestion and constipation as well as to hydrate your body allowing optimal body function so that you can avoid unnecessary risk of illness and achieve a healthier lifestyle.
Not only do you achieve this but we ensure that during the filling process we minimise cross contamination between customers bottles because our filling station is sanitised after each customer, we sanitise every bottle that comes into the shop, we sanitise the inside of the bottle with a natural sanitising rinse, staff sanitise their hands between each customer and when we dry your bottle, we use tissue paper which staff discard after each customer.
We do this not because of COVID but because we have always done this because we understand your need for a healthier lifestyle.
Do you believe it is appealing? And why so?
Do you believe it is exclusive? And why so?
Do you believe it is clear and simple to understand? And why so?
Do you believe it is credible? And why so?
List all the ‘Elements of Value’ your product offers
Wellness – Helps lose weight, Helps fight indigestion
Helps prevent constipation
Reduces anxiety – know you will not get sick has no harmful chemicals or bacteria
Reduces risk – free of contaminants
Quality – tested independently to ensure free of contaminants
Sensory appeal – tastes delicious, packaging attractive
All bottles are sanitised on the outside and rinsed with natural disinfectant on inside (pre-COVID procedure)
All bottles are dried with own tissue paper to prevent cross contamination if the same towel is used for every customer
Write one case study of something you have achieved with a customer
Customer suffered from excess acid causing severe indigestion. By drinking alkaline water the customer has relief from continual indigestion.
A happy chappy!
What features does your product have?
Purified
Stringent health procedures
Friendly and efficient service
What benefits does you product offer?
Necessary for optimal body function
Has several health benefits (weight loss, less indigestion, helps constipation, increases energy, regulates body pH, rids body of toxins)
Prevents illness caused by contaminants
Chlorine is a known carcinogen (cause cancer) and exists in an acidic environment, an alkaline environment helps reduce the effects of chlorine in the body.
Drinking water is like taking a shower inside your body 0 good rinse cleans out the system
Peace of mind that bottles are hygienically clean and no contaminants from other people’s bottles
Buying experience is positive
List 3 objections you get to your product and the 3 answers to these objections
I have drunk tap water all my life and I am still healthy –
true but water is not what it used to be and is getting worse – compare ice blocks made from tap water and ice blocks made from our water – the choice is yours.
Alkaline water is like snake oil and is a myth – true there is no empirical data to back up what alkaline water does for you, however speak to anybody that does drink alkaline water and hear it from the horses mouth (there is always a customer at hand to back up their reason for drinking alkaline).
Too expensive – quality does cost money and the benefit to you is etc etc (as listed above)
Name one of your products
Alkaline water package
List 3 problems you believe your prospects have, related to your solutions
Fear of illness caused by tap water
Indigestion
Constipation
List your 3 solutions to their problems above
We ensure you stay healthy by supplying purified Alkaline water reduces acidity in the body and fights indigestion
No more pain or discomfort, purified and alkaline water relieves pain and discomfort caused by constipation
Write a detailed spec on your ideal customer (as much info as possible as per the Prospect Principle)
Geographic: lives in Vanderbijlpark (we market whole of Vanderbijlpark)
Demographic: all ages – everybody drinks water
Psychographic: aversion to tap water and fizzy drinks, wants to be healthy, likes Droppie
Behaviour: drink water daily, 1L or more, buy sufficient to last the family for 1 week. Tells Mom or Dad to buy Droppie water.
NOTE: we have a mascot called Droppie that visits schools and gives talks on the benefits of drinking water, children now ask for Droppie water, this is how we cover the primary school market. We sponsor high school athletics and the older children queue to take a selfie. We sponsor golf days with Droppie, the first 9 holes, golfers are wary but after a visit to the lunch room many want a selfie with Droppie. We drive around town with Droppie on a marked truck and visit Malls and hand out free bottles on the street and at traffic lights. And much, much more.
What is their true deep desire?
Health, want to avoid illness and improve their health to live longer and without pain.
Have you optimised your pricing according to the pricing tactics and strategies and what is your pricing for your services or products?
I sell 2 products but concentrate on refilling customer’s own bottle instead of selling new bottle.
Purified still water R1/L
Purified alkaline water R3/L
Competitors for purified water have different prices varying from R1 to R1.48/L
No local competitors for alkaline water which we price as an added value product.
We are the only water shop that refills alkaline water so instead of customer buying 5L alkaline water for R30.00 they bring in their own bottle and refill at R3/L saving R15 per 5L. Increasingly customers see value in the more expensive alkaline water because their perception is that alkaline water offers more benefits.
Where do you currently do paid for advertising, list all the platforms or channels e.g. facebook, local newspaper etc
Facebook, local newspaper, Jhb South Online
How much do you typically spend on advertising per month?
R500.00
Do you belong to any business network e.g. BNI, Chamber of Commerce?
Did belong to BNI but got no business and waste of time, instead of belonging to organisations we are active at schools and sports events. Local charities etc where we sponsor special events. Our mascot is a sought after add-on at public events – damn COVID!
What metrics are you measuring monthly?
Google analytics and facebook feedback.
Monthly turnover, daily targets, visits to FB and website.
We need volumes rather than a few exclusive customers.
Very much retail and therefore word of mouth essential.
What KPIs do you have for yourself?
Monthly turn over (increase over previous year)
Daily target (minimum sales)
Customer feedback
Visits to schools
Visits to sports events
Invitations to participate in community events
What is your Average Order Value (AOV)
R50.00 per customer visit
A customer could spend average R200/month = R2,400/year
What is your Customer Lifetime Value (Average Lifetime Order Value)
A customer could spend average R200/month = R2,400/year
we have customers been with us for previous 8 years therefore R19,000 but overall customers come and go Probably (LOL) R15,000