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