Need feedback on offline business plan

21 replies
Hi, all,
After a lot of research, including WF threads, I've decided that offline marketing in my area is probably a goldmine, and I'm planning to start by offering a three-point package to restaurants.

I chose restaurants because my husband and I have owned them, and we live in an area, that although small, is one where people LOVE to eat out, and restaurants are a huge business here.

Roughly, this is what I have so far:

I'd like to be able to offer a package consisting of: a Facebook fan page, email marketing and SMS.

I'm tentatively thinking of offering the 3 services for a monthly rate of around $350. The fan page development would be a "giveaway" to encourage sign-up. I've checked out several existing fan pages, and they are absolutely pathetic--no way they're doing anything except taking up storage space. One restaurant didn't even have an image on their page.

I would provide 1 weekly email (their design or mine), along with three extra promotional emails per year, 4-6 monthly SMS messages and monthly fan page updates. I would work to help them get their first 50 email and SMS sign-ups, and the monthly billing would not begin until they reached this number. I'm pretty sure I could get this in 1-2 days.

I'm planning to put up a demo fan page and show how the 3 services are integrated, along with the direct benefits of cyber marketing vs. traditional, via a sales video. I will probably also include photo services utilizing photojournalist students from the university--maybe include a package of 10-15 professional photos per year to include on the fan page and in emails. (I don't think it would cost much to do this, but I haven't called to check yet. Might have to include an extra fee for this.)

I would greatly appreciate any advice at this stage of the game. Am I headed in the right direction? Any special pitfalls to avoid? Any must-do's?

Of course, I would also like to make the work as automated as possible. I will almost definitely go with Lime Cellular for the SMS due to WF reviews and my own research. The SMS stuff is totally new to me, so I will be watching all the training videos and reading anything I can find.

I would really like recommendations for easy fan page creation, given that I want to integrate the fan page with the email and SMS opt-ins. I've read over several WSO's, but I can't decide which, if any, is right for me. Unfortunately, I don't have money to throw at one WSO after another (although I would if I could!) to see what is best for this.

Hoping to be able to "pay it back" in a few months by telling all other offline newbies how I did it!

Thanks to all Warriors in advance!
#business #feedback #offline #plan
  • Profile picture of the author garyfromdurham
    Hi

    I have been doing a more basic version (without the SMS) of this for 3 years within the pizza niche.

    I set up a basic one page site for £149.99 then send out two emails per month for £49.99.

    This business model is working exceptionally well so I say go for it.

    I gave the plan to a friend of mine who is doing this within another niche and she changed the business model doing fan pages and is doing well too.

    Let us know how you get on

    Gary
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    • Profile picture of the author WhyGuy
      I've worked in restaurant marketing and think you have a good plan. The one thing to think about is collecting the customer email addresses and getting those entered into your database. It's easiest for most restaurants to have customers sign-up for their email marketing on paper sign-up forms. Someone has to type those in, and the restaurant manager does not have the time. Will that be an additional service, or is that part of your plan?

      I would also look at some of the other providers to compare services. One of the big restaurant email marketing firms is called Fishbowl.com. They have made a great business out of doing this for big restaurant chains (and they're not inexpensive!)

      Good Luck!
      --DjA
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      • Profile picture of the author garyfromdurham
        Originally Posted by WhyGuy View Post

        I've worked in restaurant marketing and think you have a good plan. The one thing to think about is collecting the customer email addresses and getting those entered into your database. It's easiest for most restaurants to have customers sign-up for their email marketing on paper sign-up forms. Someone has to type those in, and the restaurant manager does not have the time. Will that be an additional service, or is that part of your plan?

        I would also look at some of the other providers to compare services. One of the big restaurant email marketing firms is called Fishbowl.com. They have made a great business out of doing this for big restaurant chains (and they're not inexpensive!)

        Good Luck!
        --DjA
        that is one of the reasons why I kept my model simple.

        The restaurants' customers add their own details to an opt-in page. Most of my restaurant owners have a data base of over 500 clients generating them a lot of money.

        Gary
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        • Profile picture of the author firefly53
          @garyfromdurham--My initial plan was like yours, but adding the SMS is just too hard to resist, because then it seems like I have a complete package to offer, and I think the "wow" factor is a lot greater initially with the SMS. Really glad to hear it's going well for you; that's encouraging!


          I also know personally that the SMS works. Our local pizza place used to use SMS for their weekly special announcement, and I ALWAYS went for it (5 teenagers in the house!). In fact, I was always thrilled to see the message.


          @WhyGuy--Yes, I've thought about the paper sign-up forms. I was planning to enter those for them. I realize it might be a nightmare because most people don't seem to be able to write legibly these days! A server with a tablet computer for this would be a godsend.


          Remaining questions--Does the pricing seem reasonable? Any ideas on recommended software/ideas for the fan page?


          Thanks, all.
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          • Profile picture of the author garyfromdurham
            Definitely go for the SMS plan. I certainly wasn't trying to put you off.

            I kept mine simple because i wanted it up and running as quickly as I could and it was the easiest business model for me ( I did not have a clue how to set up the SMS system)

            Most business owners have a sophisticated Point Of Sale system that stores all of the information and can be used for SMS.

            The beauty of this business model is that it can be as simple or sophisticated as you want to make it.

            it is also a fantastic recurring income model which I personally love.

            Good luck with it. I know that you will do really well.

            Gary
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  • Profile picture of the author firefly53
    I didn't think about the POS info. Not sure how to use that, but I'll start reading. I'm planning to start really simple with the SMS, because I'm new to it too, but I'm banking on the fact that I'll know more about it than the business owners do. Then I can push more sophisticated features down the road as I learn more.
    Thanks for all the great info.
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    • Profile picture of the author zenyatta
      Originally Posted by firefly53 View Post

      I didn't think about the POS info. Not sure how to use that, but I'll start reading. I'm planning to start really simple with the SMS, because I'm new to it too, but I'm banking on the fact that I'll know more about it than the business owners do. Then I can push more sophisticated features down the road as I learn more.
      Thanks for all the great info.
      Hi Firefly,

      You are smart to choose Lime for the SMS. I use it and all of my restaurant clients are very happy with the results. The only other piece of the puzzle you might want to add would be mobile websites. They can be outsourced cheaply and it is a definite must for restaurants going forward. Good Luck on your new business venture. Send me an email since you can't PM yet if you have any questions about Lime. My email is zenyattamobile@gmail dot com.

      Zenyatta
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  • Profile picture of the author Brendan Vraibel
    I've recently recommended this WSO to someone in another thread and I really don't want to sound like I have an affiliation with this product because I most certainly don't BUT...

    Willr's product on mobile websites is something that I would definitely recommend for someone with a business model like yours. With SMS, you are stressing the importance of reaching potential clients on their mobile devices. Willr has a template available for very cheap and you don't need any HTML knowledge to use it. It's a very simple upsell for someone in your shoes. With all of the mobile ready templates available I think that it would be silly not to offer it to customers. It's a very smooth segway to go from SMS marketing to mobile ready websites.

    Again, I don't want to sound like I'm promoting his specific product so I won't provide a link but when I find something worth mentioning, I'll tell anybody who will listen.
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  • Profile picture of the author ykgforum
    It's very informative things good post
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  • Profile picture of the author firefly53
    @zenyatta-Will keep your offer regarding Lime in mind when I get into this more. It is new to me, but I'll be reading all the training info I can get. I want to be as prepared as possible before I start the 30-day $600 clock ticking when I go after clients! For my initial sales pitch, can you tell me what your restaurants use it for the most--slow days, etc.? And, how often do most restaurants use it?

    Regarding mobile websites, I really just didn't want to overload myself at first with something else. Can someone tell me *how cheaply* it can be outsourced vs. how much to charge for it?

    @B and B--I will certainly check out the WSO on mobiles. Thanks for the tip.

    Thanks to all who've commented!
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    • Profile picture of the author zenyatta
      Originally Posted by firefly53 View Post

      @zenyatta-Will keep your offer regarding Lime in mind when I get into this more. It is new to me, but I'll be reading all the training info I can get. I want to be as prepared as possible before I start the 30-day $600 clock ticking when I go after clients! For my initial sales pitch, can you tell me what your restaurants use it for the most--slow days, etc.? And, how often do most restaurants use it?

      Regarding mobile websites, I really just didn't want to overload myself at first with something else. Can someone tell me *how cheaply* it can be outsourced vs. how much to charge for it?

      @B and B--I will certainly check out the WSO on mobiles. Thanks for the tip.

      Thanks to all who've commented!
      Hi Firefly,

      The $600 is a deposit with Lime so you re really just on the hook for the $300 monthly minimum. They post bill so you have 30 days before your first $300 is due. You should be able to cover this with only 1 to 3 clients.

      Regarding the mobile websites they can always be added in the future. I will give mine away for free if a client signs up for at least a level 4 package. I typically sell a 5 custom page site loaded on their server(free hosting) $397 retail with an ongoing $100 off coupon and further discounts (all the way up to free) depending on what SMS package they take. It really just depends on your marketplace and how stiff the competition is.

      I agree with B&B that WillR's WSO is a great mobile website builder tutorial. I used it for my own site so if you access seattlemobilesolutions dot com from a mobile device you will be automatically redirected to the mobile site. It offers clickable phone #s, Google Maps integration, color matching, and logo matching - go ahead check it out.

      Zenyatta
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      • Profile picture of the author interteimant
        thanks for post, i like this=)
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    • Profile picture of the author TheLocalCoach
      Originally Posted by firefly53 View Post

      @zenyatta-Will keep your offer regarding Lime in mind when I get into this more. It is new to me, but I'll be reading all the training info I can get. I want to be as prepared as possible before I start the 30-day $600 clock ticking when I go after clients! For my initial sales pitch, can you tell me what your restaurants use it for the most--slow days, etc.? And, how often do most restaurants use it?

      Regarding mobile websites, I really just didn't want to overload myself at first with something else. Can someone tell me *how cheaply* it can be outsourced vs. how much to charge for it?

      @B and B--I will certainly check out the WSO on mobiles. Thanks for the tip.

      Thanks to all who've commented!

      As a restaurant owner myself, I offer a ton of unique ideas and work closely with our resellers on restaurant marketing ideas and implementation.

      We (YeeZ Mobile) also have an awesome Mobile Website platform that we offer to our Private Label clients so they can include custom sites for their SMS clients.
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  • Profile picture of the author PaulFL
    In addition to offline marketing, I've run a lot of incentive programs too drive employee and client behavior. I recommend adding a customer incentive for signing up an also writing the script for the staff to say to the customer.

    Something like: "Oh, by the way, we'd like to give you a free - small pizza, Pepsi, salad, etc. - next time you come in. All you need to do is give your email address so we can send you our weekly specials. We'll email you the coupon for the free pizza."

    Incentify the employees - whoever gets the most names and emails gets a prize.

    For outsourcing the data entry, I've used local social service organizations that serve disabled people and have always had an excellent experience. They are VERY quality oriented plus I like the idea of helping those in need.

    If the client turns out to be a good one, supporting these organizations is also very good PR.
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  • Profile picture of the author Adrian John
    FireFly maybe i cold help you with the mobile websites design. Take a look on some of my designs found here: http://www.warriorforum.com/warriors...days-only.html

    Shoot me an message and maybe we can work something out.

    Good luck with your plan. It looks very good.
    Btw, do you think that the SMS marketing service can be provided remotely?
    Without having to actual meet the clients?
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  • Profile picture of the author bobbobson
    Facebook fan pages is something I'm doing more of, but my prices are a bit cheaper than yours (not saying you shouldn't be charging them though!) The great thing about Facebook is it's ability to really play on the social element of purchases. People love to tell everyone about great restaurants they've been to, and that's never been easier than with Facebook.
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  • Profile picture of the author Artificer
    I'd probably set the price point for the whole package just a bit higher; and be flexible on it. I really wouldn't walk in and announce the price... price point should be based on who the client is and what their needs are. How many restaurants do they own? How successful are they already? What sort of attention are they expecting? Do they already have a budget? You need to sit down and have a good discussion with these folks before setting a price, as well as alternatives in place if they don't want the whole package or can't afford it. I generally charge in that neighbourhood for fan page management alone.

    The other advice I can offer, and maybe this is common sense, but get their signature on a contract for a year that protects you. Set the terms of early withdrawal up front. Make sure they're well aware that you're making an investment in them and so they need to make an investment in you. Working without a contract, one that's been vetted by a lawyer, can be disastrous.

    Ok, one last recommendation. Have different fee schedules available. They want to pay for the whole year up front? Offer them a discount. Quarterly? A smaller discount. Be ready to negotiate what works best for them. Residual income is wonderful, but anything you get up front can be invested right back into the business and if you get enough clients you're going to need help managing them all. They might come to you for a service you weren't aware you provided - be ready to provide it. You're going to be their go-to person... and all of this means you'll need money in the bank.

    In general, you have a great business model. Go for it!

    ::edit:: p.s. You can always find great people to outsource to right here in the Warriors For Hire section!
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  • Profile picture of the author BradleyC
    This is a really good thread on marketing to restaurants. It appears there are quite a few people marketing specfically to restaurants in WF.

    Good stuff!

    Bradley
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  • Profile picture of the author firefly53
    Update--Thanks to the good advice here, I've purchased WillR's mobile website package and smartsite's fan page kit. Both look excellent, by the way. I'm currently working on fan pages for my *new* mobile marketing company, as well as another website of mine (not the one in my sig) and a friend's restaurant to be used as a demo. Some irony--my FIRST ever experience with Facebook is to sell fan pages .

    As soon as that's done, it's on to the mobile websites with the same demo development, then the SMS. I was a programmer in another life (back when "C" was in vogue and there were no WYSIWYG editors) so it's all going pretty quickly.

    Good news is, I was able to "re-use" a logo I paid to have developed for my research biz a few years ago. Bad news is, I have to get up at 3 AM to watch the WSO training videos because we only get satellite internet, and I have to use the "free bandwidth" time!

    Hope to have everything lined up within 2 weeks to start selling. I may outsource some things later when I'm overwhelmed with work , but to begin, I want to know exactly how things are done and what's involved.

    Thanks to all for the advice so far, and hope others have found this thread helpful as well!
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  • Profile picture of the author firefly53
    @zenyatta--so is the $600 with Lime a refundable deposit, and if so, when do you get it back? Also, do you charge clients for a certain number of messages, or is it unlimited? I know the $300 is the minimum and they charge (I think) 1.5 cents/msg, so I'm not clear on how to work this into a package deal if the price is going to vary based on usage. Thanks.
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