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StoreToDoor Hubspot Planning, StoreToDoor Q3-2022 Marketing-at-a…
StoreToDoor Hubspot Planning
Audiences
Clients
SMB Owner
Persona
Day in the Life
What are their pain points?
What do you help them solve?
Feels Pressure to Offer Delivery Services
Needs to add additional revenue streams (E-commerce, Delivery, etc.)
Don't want to spend otherwise free time packing and dealing with delivery logistics (Their individual capacity)
Don't want to lose existing capacity to assign an existing team member to deliveries and logistics
Want to deliver regulated goods, but the regulations are complex , confusing, and hold liability.
Don't want to carry the vehicle costs
What do they value most?
What are their goals?
Where do they go for
information?
What experience are they looking for when seeking out your products or services?
What are their most common objections to your product or service?
Costs too high
Job Level, Title, and Seniority
Business Owners, Franchise Owners, Store Managers
Demographics
Gender
No Strong Gender Alignment at this Time
Age
25-75
Housing
No Strong Housing Alignement at this Time
General Pain Points
Discretion and Privacy
Benefits
Increasing Basket Size
Solve your logistics needs without the added cost of an employee
Unlike Employee Costs, Delivery Fees are Passed to the Customer
Technology based, Turn-Key Solution that avoids shipping company logistrics, labels, and requirements
White Label - Build your brand, not ours
ID proof of delivery, Signature Required, Photo
Client Statuses
BDC
New Lead
Submitted to Cadence
Interested (scheduled call back)
Follow up (max hold < 45 days)
Engage Corporate (pass to manager)
Find a New Contact
Demo Booked (Assign to Tracy)
Demo Booked (Assign to Matt)
Reschedule Demo (Demo booked - no show)
Closed Lost
Competitor
Never Connected
Bad Fit
No Interest
No Decision
Product Specialist
Send back to BDC to Rebook
Demo Scheduled
Demo Reschedule
Demo Completed (Next Steps Not Confirmed)
Demo Completed (Confirmed Next Steps)
Cupcake Delivery
Needs Integration
Requested Contract
Contract Sent (Engaged)
Contract Sent (No reply)
Contract Signed (Portal Pending)
Portal Created (Delivery not started)
Reengagement (Cupcake or Free Deliveries)
Delivery Started (Active Customer)
Lost: (Competitor)
Lost: No Decision (Ghosted)
Lost: Bad Fit (No Opportunity)
Lost: No Interest (6-week Sequence)
Closed Lost
Competitor
Never Connected
Bad Fit
No Interest
No Decision
Enterprise
Drivers
Persona
Day in the Life
What are their pain points?
What do you help them solve?
Dislike being tied to a fixed schedule
Don't want traditional employment OR Want to suppliment their income
What do they value most?
What are their goals?
Where do they go for
information?
What experience are they looking for when seeking out your products or services?
What are their most common objections to your product or service?
Not enough deliveries
Poor client interactions
Feeling of not enough training or onboarding
Poor Time/Distance to Money Ratio - Not Enough Value
Size and weight of packages - Too physically demanding
Demographics
Birthday
18+
Housing
No Strong Housing Alignement at this Time
Extract During the Driver Application Process in future
Benefits
Flexibility in their time
Increase Personal Revenue
All the benefits of self-employment
Flexibility in Income (Work only when you need?)
Field Sources
Website Forms
Driver Onboarding Google Form
Workflow
Prospect Identified (Indeed, Ads, or Inbound)
Waiting for Proof of Qualification
Active - (Closed Won)
Identified, not in Active City
Closed (Why?)
Qualified, Not Yet Active
7 days
14 days
1 month
3 months
Driver Statuses
Pending Cansell Certification
Pending Background Check
Closed - Declined
Available - Not yet Active - New Hire
Previously Active, Now Inactive
Active
Pending Personal Car Insurance
Pending Proof of Vehicle Registration
Pending Canadian Criminal Record Check
Present in Inactive City
Sales Process / Workflow
Primary Business Segments
Retail
Bakery
Fashion
Clothing
Jewellery
Home Goods
Garden Centers
Pet Store - Unrefridgerated
Electronics
General
Gifts and Gift Baskets
Beverage (Non-Alchohol)
Supplies and Suppliers
Office Supplies
Medical and Dental Supplies
Sports and Fitness
Personal Goods
Other
Other - Please Specify
Refridgeration
Florist
Pet Store
Meal Prep
Grocery
Regulated
Pharmaceuticals
Cannabis
Alchohol
Location Quantity
1-2 (Small)
3-10 (Medium)
10+ (Large)
Seasonal
True/False
StoreToDoor
Q3-2022
Marketing-at-a-Glance
Paid Advertising
Google Search Results ("Search")
Google Banner Ads ("Display")
Radio Advertising
Larger Advertising Campaigns
Social, Community, Thought Leadership
Social Media
Boosted Social
Social Advertising
Facebook
Twitter
LinkedIn
Google My Business
Primary Lead Capture - Website
Analytics - Web Usage
Call Tracking
Form Tracking
A/B Split Testing
Search Enging Optimization (SEO)
Content Creation
Other Initiatives
'Field Agent' Collaboration
(Mass Driver Acquisition)
Geography Based "Appear Local Everywhere"
Primary Target Regions
Regina
Saskatoon
Edmonton
Calgary
Winnipeg
Lower Mainland
Upcoming
Current
Awaiting Hubspot