Marketing Audit

August 2019 - Review

1. Market Opportunity & USP

1.1. What is the need in the market that you are addressing?

Southeast Asia is booming, and the opportunity to launch and expand foreign businesses here successfully is expanding exponentially as markets modernize. * Emerhub is the bridge for those foreign businesses and founders to navigate local culture, practices and regulations.

1.2. Where is there a demand for something that is not being met?

Emerhub began with a significant first-service advantage that is slowly being encroached upon by increasing numbers of competitors as the business startup service industry becomes larger.

1.3. What is the emotional context of that need?

• The Customer: A sense of optimism, excitement and opportunity.
• The Services: A feeling of having a clear path forward, confidence, and making the right decision.

1.4. What is the biggest, most aspirational quality of that feeling?

• To live a successful, international entrepreneurial lifestyle.
• To run a business remotely – without all the pains of running a business remotely.
• To find success, legitimacy, freedom, empowerment and learning.
• Our customers dream of having their products and business launch into complex, growing and changing ASEAN markets.

1.5. What kind of products and services support this need?

(a) Legal entity setup
(b) Accounting and payroll
(c) Recruitment
(d) Importer of record
(e) Other

1.6. Why are people willing to pay for this?

Individuals and teams that have the integrity, knowledge and dedication to drive your business forward in a foreign country - ones that you can trust and rely on - are rare. When everything is at stake in your investment and your future, the only safe choice is trusted local experts. These businesses are revenue generating, so Emerhub serves as both critical infrastructure, and as a support for wealth creation.

1.7. Are these products or services already available?

Yes. Refer to separate document competition landscape.

1.8. What is the unique selling proposition of the company?

TBD from top benefits.

Notes
-

Call Notes
• First opportunity was a middle market investor. Not cheap cheap cutting corners. A contact had money to invest, had no way to get involved. Needed help buying apartments.
• Expansion to upmarket recently, but the bulk is still mid-size company.
• The size of the company doesn’t determine priority. Mid-size company tends to be the ideal still for product needs.
• Access to credible information is critical for them. “We got information we can trust from you guys, and that’s why we chose you.” Usually they’ve read our blog posts or site a few times before working with us, and then talking to sales people.
• Analysis of conversion rate increased dramatically after 4 pages were viewed. After that no meaningful increase.
• Attribution model is still rough. Data collection has gotten worse in the past few months.
• On the opening #1 – Automation. We want the service to be fully automated and productized, a software self-service tool. Speed it up! For example with online bank accounts, etc. setup with speed.
• On the opening #2 – Remote hiring. Where you can hire staff directly instead. Virtual company. Subscription service ongoing basis. Not present product, but forthcoming direction. Building a software to add/remove employees if you have an account with us. Launch date is October 1st. Potential for marketing edge, newness and brand differentiation.

Next Actionables
Strategic summary with USP

2. Revenue Streams & Existing Products

2.0. Summarize each product

2.1. Describe the universal functional / emotional benefits of working with Emerhub.

• Overcome regulatory challenges, so you can focus on running your business.
• Acquiring import licenses without fear or worry.
• Have confidence in making the right decisions when it comes to navigating complex rules and local practices.
• Invest with peace of mind.
• Feel local, while running your business remotely.
• Break into a local market quickly.
• Our experienced team assures impeccable results and premium services in each country.
• We’re highly experienced. We’ve registered over 500 foreign companies.

2.2. Describe the benefits of working with Emerhub products. (updated on call)

Legal Entity Setup
• We do it in the fastest legal possible way. We have the volume to be sure we know how to do it. This is not a side-service for us. We specialize in this.
• We don’t cut corners. A lot of local competitors do. The right classification, the right license.
• Certainty that we will do it in the right way.

Recruitment
• We are trusted. You already trust us for one service, so this.
• New forthcoming product will change this. It replaces the legal and the setup; you can hire full times employees on our payroll.

Accounting & Payroll
• One stop shop. We don’t have a strong edge here other than it is convenient to go to one place.
• Our experience working with foreign companies means that we understand the tax issues that are commonly faced.

Importer of Record
• Nobody else is doing exactly what we are doing right now. The big logistics companies work in a different way, and are very expensive and you have to have your own consignees. Small guys are invisible and hard to access. We have online presence. If you want to ship a few containers, with no license and entity on the ground, that’s where we come in.
• Challenging product for us. We sell it, but most of our sales come from a couple of our partners (Mckinsey / Tech Ex) subcontractor role. Often customers need to ship something every few months, so it can be a good ongoing product. McKinsey was working with Uber, who needed GPS devices on their cars. We were the ones that imported the devices.

2.3. What are the primary revenue drivers for Emerhub.

Legal Entity Setup | 35% • $999,999

Recruitment | 9% • $999,999

Accounting & Payroll | 26% • $999,999

Importer of Record | 30% • $999,999

2.4. What are the year-over-year growth trajectories and extrapolated targets for 2020.

Legal Entity Setup | 124% • $999,999

Recruitment | 210% • $999,999

Accounting & Payroll | 105% • $999,999

Importer of Record | 114% • $999,999

Notes
*** Benefits Session ***

Next Actionables
Product Definition with Benefits, Online Cost Model [organic, paid, channels], Marketing Investment Targets

3. Brand Position

3.1. Write three promises to your customer.

We’re not the cheapest, but we are the best. (added value not the cheapest price)
We are the most experienced.
We assure success.

We’re clear, and we’re fast. We speak the same language, and you can relate to us directly.

3.2. Choose three keywords that describe the company.

Clarity • Speed • Wisdom (competitors can take 2-3 days, whereas we can be almost instant and high quality)

3.3. When people think about the company, what are the feelings and associations I want them to have? Are they unique? Can we “own” them?

The spirit of innovation and entrepreneurship. (call note: upwork is cool because you can hire a data analyst in six hours – the feeling that it’s not that complicated. It’s totally to expand to Southeast Asia.) That spirit of innovation and entrepreneurship is alive and well here, and with us you can do it clearly and quickly. Whether that is a growing marketing to sell products yes, but it’s also about producing something cheaper and hiring people cheaper. A sense of opportunity.

3.4. What is my competitors’ brand position?

Yes. Refer to separate document competition landscape.

3.5. What kind of personality will my brand have?

Innovative. Excellence.

Notes

As a reference point for conversation: “This is no secret while we are asking quotation from Emerhub we also asked from others. Emerhub’s quotation is not the cheapest in fact its twice compare of others. But we feel there is nothing hidden with Emerhub. Everything is clear what is required so suddenly there is no “I need to do this and that” nor there would be any additional charges.”

Next Actionable
Brand Book with Strategic Marketing

4. Target Market

4.1. Who are my customers?

(a) Foreign business owners looking to expand or grow their presence in Southeast Asia, or outsource work.

(b) Foreign entrepreneurs looking to found a business in Southeast Asia.

(c) Foreign entrepreneurs looking to launch a product in Southeast Asia.

(d) Local expats looking to found a business in Southeast Asia.

(e) Foreign investors looking to invest in Southeast Asia.

Call Notes: Philliphines is primarily for the most competitively priced call-centers. In Vietnam it’s more about high quality lumber. [REVIEW PRODUCT OPPORTUNITY BY CLIENTS]

Call Notes: * Send follow-up information. CHECK HUBSPOT. Talk to top-sales people about triggers and indicators when a client walk in and starts talking (knowing if they are a potential lead or not: what makes an actual legitimate prospect Emerhub client).
South Asia:
Western: 40+ Online Information, Middle Size Business
Middle East:

4.2. What customers do I want to have?

Successful entrepreneurs, investors and businesses of integrity and long-term thinking.

4.3. What is the desired action of you target audience?

• Read and consume our media.

• Join our events.

• Purchase our services.

• Advocate for us by spreading the word and educating others.

4.4. What demographic groups are most likely to take the desired action?

Age: 20 - 50 [united singularly by brand spirit, which skews center in the 30-40 range]
Gender: M, F (critical subset in women’s entrepreneurial movement)
Location: TBD
Marital / Family Status: TBD
Income Level 1: Successful corporate & entrepreneurs 100k - 200k+
Income Level 2: Corporate middle-income 60k - 200k
Income Level 3: Unmade startups 20k - 80k
Education Level 1: Successful corporate & entrepreneurs – no degree / associate degree (e.g. AA, AS) / bachelor’s degree (e.g. BA, BS) / master’s degree (e.g. MA, MS, MEd) / professional degree (e.g. MD, DDS, DVM) / doctorate (e.g. PhD, EdD)
Education Level 2: Successful corporate – some college, no degree / associate degree (e.g. AA, AS) / bachelor’s degree (e.g. BA, BS) / master’s degree (e.g. MA, MS, MEd)
Education Level 3: Unmade startups – some college, no degree / associate degree (e.g. AA, AS) / bachelor’s degree (e.g. BA, BS)

• (Subset Example A)

  Ambitious Startup Entrepreneur:
  Age 30 - 40
  Woman
  Startup Entrepreneur
  Single
  80k
  Bachelors Degree

• (Subset Example B)

  Corporate Expansion Leader
  Age 40 - 50
  Man
  Manager / Director
  Married
  120k
  Masters Degree

• (Subset Example C)

  Successful CEO / Entrepreneur
  Age 40 - 50
  Man / Female
  CEO
  Married
  200k
  No Degree / Masters or Professional Degree

4.5. How do they think?

• Personality types: Type A / Managerial / Driven

• Attitudes: Ambitious

• Values:

• Interest/Hobbies:

• Lifestyles:

• Behaviors:

4.6. What needs, challenges and frustrations do they have?
All of our target audience decision makers (separate from executional communications points), whether corporate or entrepreneurial, are driven, demanding, and professional. They are frustrated by slowness, opaque information sharing, and poor results. They enjoy fast, clear, and proactive thinking. Communication is key.

4.7. What drives them to make purchasing decisions?
Knowing they are working with professional, capable and trusted partners with local wisdom and extensive experience.

4.8. Do they currently use (or support) a product or service of your organization or that of a similar organization?
New clients may be mid-way in concurrent product use (recruiting / accounting / legal / import) with Emerhub or one of our competitors. See note below for follow-up question.

4.9. What media do they currently use?
• Online Content
• Email
• Social Content
• Messaging & Direct Sharing
• Local Business Networks
• Industry specific conferences & events.
• Entrepreneurial conferences & events.

4.10. How can you best reach your target audience?
TBD

4.11. Are you confident you picked the right target audience?
TBD

Notes
What is current client retention rate?

Next Actionable
Marketing Survey Design, Customer Profiles

5. Content Audit

5.1. Status of Brand Book
• Exists ✓
• Limited core coverage of fonts, colors, products and message.
• Some PassPast paid adsetails on approach and strategic objectives.

5.2. Source / Brand Imagery
• Stock ✓
• Occasional video production ✓
• Corporate / social event shooting ✓

5.3. Sales Points
• Exist with clarity ✓
• V.1 text sales points exist throughout website
• Upgrade potential

5.4. Content Funnel
• Blog ✓
• Newsletter ✓
• Facebook ✓
• Twitter ✓
• Instagram ✓
• Email ✓
• Paid [Google Ads] ✓
Refer to notes below.

5.5. Content Pipeline
• Content Production Pipeline for Articles [non-scheduled]
• Content Production Pipeline for Videos [non-scheduled]
• Content Production Pipeline for Events [non-scheduled]

5.6. Web / LP
• Online Sitemap TBD
• Landing Page Listing TBD
• Article Listing TBD

5.7. Other
• Drive assets library.
• Workplace internal sharing resources.

Notes
• Check for stock account login.
• Is funnel defined by multiple client stages presently?
• Past channel actions / historical testing for paid and organic.

Next Actionable
Executive Content Plan, Headlines

6. Core Message

6.1. Xxx
Xxx

Notes
-

Next Actionable
Capture the Feeling

7. Existing & Predicted Channels

7.1. Xxx
Xxx

Notes
-

Next Actionable
Channel & Content Marketing Strategy

8. Investment & Model

8.1. Xxx
Xxx

Notes
-

Call Notes
It’s easy to over-complicate our business. As long as the action plans come from core products, and there are a thousand ways to sell those products… Lauri has learned over the years that a simple product definition, but the core is important.

Next Actionable
Targets & Marketing Financial Plan

9. Technical Infrastructure

9.1. Xxx
Xxx

Notes
-

Next Actionable
Tracking & Reporting

10. Schedule

10.1. Xxx
Xxx

Notes
-

Next Actionable
Calendar