Success Stories Track - ICON14

2. My History
Spent 11 years Corporate America
September 2001 – Started Over without safety net.
Opened first location
No plan
No automation
No rational reason to do this

3. One man show. One word….Unimpressive!

4. Who We Are Today
4 locations
1,300 members
Revenue $3,000,000
35 Staff Members
System / Process Driven
Growth by automation and tech

7. Our Business
Our Student Base: families, kids,
recreational adults
At our largest school:
46% Kids age 4-8
35% Kids age 8-12
19% Adults

8. Our Business
At our Adult school,
we see the inverse
86% Adults
14% Kids

9. Our Business
Business to Business
Service 10 schools
with After-School Programs
Provide martial arts classes in their
location
Buckley
Caedmon
YWCA
PS 6
Parkview
Ideal
Leman
Family School West
Family School East
VCS

10. Revenue

11. Revenue
Product
Process
Automation

13. The Road to $1Million
Customers Value Total Revenue
10 $100,000 $1,000,000
100 $10,000 $1,000,000
1,000 $1,000 $1,000,000
10,000 $100 $1,000,000
100,000 $10 $1,000,000

14. Our “Sweet Spot”
# Students Tuition Revenue
400 $2,500 $1,000,000

15. Attract
Interest
Capture
Leads
Nurture
Prospects
Convert
Sales
Deliver &
Satisfy
Upsell
Customers
Get
Referrals
Sales Cycle

16. Attract
Interest
Capture
Leads
Nurture
Prospects
Convert
Sales
Deliver &
Satisfy
Upsell
Customers
Get
Referrals
Sales Cycle

17. Before Infusionsoft…
Different services for:
-Email marketing - Prospect Tracking
-E-commerce - Stats reporting
No real process across locations.
People driven, not System driven.
AweberAweber
Member SolutionsMember Solutions
PayPalPayPal
ChampionswayChampionsway
ExcelExcel
Mind BodyMind Body
First DataFirst Data
Constant ContactConstant Contact

18. Before Infusionsoft…
We relied on staff to do everything
manually. As we grew, we found all staff
was not created equal. Training was not
uniform.
We needed systems to tie everything
together and to provide a structure where
all staff could excel.

19. With Infusionsoft…
• Lead Generation
• Prospect Tracking
• Trial Class Purchasing & Scheduling
• Email marketing
• Pre-frame Upgrades
• Online store
• Analytics
It’s been a process of evolution

20. With Infusionsoft…
Before IS Online Trial Revenue 2012: $ 7,000
After IS Online Trial Revenue 2013: $ 17,400
That’s 148% Increase with Infusionsoft.
Prospects paid us $17,400 to try out program.
That alone more than pays for Infusionsoft.

21. Conversion Rate
Lead to Prospect 2013: 28%
Prospect to Member 2013: 61%
Retention Rate: 72%

22. With Infusionsoft…
- Online Trial Purchase
- Web Form
- Westside
- BJJ
- Adult BJJ
- Lost Lead
- 2 Class
- In Store Purchase
- Web Form
- Eastside
- Kids
- Little Champ
- Current
- 1 Class
“Grappling Gary” “Ninja Nancy”“Karate Ken”
- Trial Reservation
- Tribeca
- Kickboxing
- Adult Basic
- Trial
- 2 Class
Basic level = Identification via Tags
3 different scenarios, instant snapshot:

23. In the beginning…
• Web form opt-ins
• Wide angle approach
• Tested different magnets…
- Schedule & pricing
- Free reports
- Free videos

27. In the beginning…
Everyone’s first
Campaign
=
Follow-up emails &
phone prompts +
Tags!

28. The Goal
=
Online Trial Purchase
2 classes for $29.99
establish value
Infusionsoft: Legacy order forms
Separate forms for each trial type:
-Kids class trials
-Adult kickboxing trials
-BJJ trials

29. Opportunity Stages
Immediately upon purchase:
Back end: - Location ownership assigned
- New Opportunity created
- Program & Trial Tags applied
Front end: - Instant “human” interaction!

30. New Opportunity
Receipt
+
Personal Contact
+
What to Do Next

31. Opportunity Pipeline
A prospect goes
through through various
“checkpoints” before
they reach the member
stage.
Loss can happen at
ANY of these points.
Goal = Prevent the Loss

32. Opportunities Campaign
• We built a campaign solely for Opportunity Stages
• Begins at Online Purchase, with other “drop in” points
(we’ll get to that)
• Fully automated except for manual stage switches.
Because it requires manual upkeep, we had to find a
streamlined interface for our sales team
(we’ll get to that too)

33. 1st
Class Scheduled
Introductory email that
answers common
questions & orients the
customer with what to
expect before they even
walk in the door
Re-enforces information
given over the phone
when scheduling the
customer

34. 1st
Class Complete
Goal = Get them to come back
Staff pushes to accomplish this in-person, our
automation is there as a safety net.
Insurance policy.

35. 1st
Class Complete
Should the net fail…. emails go off to the program
director prompting attention at 1-week and 4-weeks
after initial stage entry

36. Trial Complete
• Other stages are similarly
programmed.
• Upon trial completion:
“Satisfaction Survey”
• Purpose:
– Ensure our procedures are being followed
– Gauge customer experience
– Appear attentive to customer’s needs
– Gather testimonials

37. Trial Complete
Membership upsell:
For prospects that are “thinking it over”, we deliver an
email series spanning a few weeks aimed at
addressing concerns
(most common hurdle? price & commitment)

38. End of the Road?
Membership
Purchased

Tag: Current
+ Program
Lost Lead

Tag: Lost Lead
Ok great… but what about everyone else?
Phone calls? Walk-ins? Referrals?

39. Where do Prospects
come from?
ONLINE
•Active: web form signup/trial purchase
•Passive: observation, maybe they call or
walk in later
PHONE
•phone inquiry
•reserving a trial class
WALK-IN
•walking in for info
•walking in to sign up

40. Integration Problem
In 2013, we sold 430 martial arts trial programs online,
through Infusionsoft. That’s up from 250 trials sold in
2012.
That’s great!
But wait…. How many trials did we sell total?

41. Integration Problem
Online Tryouts 2013
430 Paid Trials
$17,400
Total Tryouts 2013
1,568
Paid & Free

42. Next Step in Evolution
• In order for to integrate “Offline” prospects
the same as “Online” prospects, we needed
to:
– Automate Tag & Opportunity Creation
– Centralize input
– Merge existing web opt-ins with new data from
person-to-person contact

43. Harnessing Campaign Power
We accomplished all of this via
Custom Fields and Internal Forms
Dedicated Campaign

44. Every time someone calls to
reserve a trial class, sales
team must fill out “Trial
Reservation” form.
Basic info collection. Drops
into “First Class Scheduled”

45. Every time someone new
walks in and fills out a
waiver, sales team must fill
out “Walk-In Tryout” form.
More detailed info. Drops
into “First Class Complete”

46. Tracking Prospects
• Great, so the data has been input. But how do you
keep track of when people actually come in?
• Needed a scheduler to tie into Infusionsoft. But no
scheduler would fit our needs.
• Too many programs = too many parts. Goal was to
simplify.

47. Making Life Easier
IMAGINE THIS:
It’s 3PM, class of 4-year-olds and their strollers
are trying to leave while a new class of 6-
year-olds is starting. Both phones are ringing
and you have a new walk-in lead asking for
information at the desk, with two tryouts
scheduled to come in the next hour.
The least # of clicks it takes to get information,
or to do a task, the better.

48. Challenge
Clicks needed to change an Opportunity’s
stage and return to the dashboard: 7
Windows to change between: 2

49. Solution
Calendar + IS Sidebar
The Infusionsoft Sidebar plug-in allows us to keep all the information in one
place, and perform actions from a single display.

50. Clicks needed to change an
Opportunity’s stage:
4
Windows to change between:
1
Calendar Always Visible

51. Direct Sales
1. Find prospect
2. Educate Prospect
3. Guide through sales process based our goals
4. Tell them what to do.
Contact Point Action YOU want
Website Visit Fill out form
Email Purchase online trial
Phone call Schedule intro class
Trial class Buy membership

52. Little Champs Program
Kids 5 to 7 years old
Attend class up to two times per week
Stronger Foundation for Martial Arts Training
Focus, Self-Discipline, & Attitude
What is Self-Defense
When to use martial arts

53. Little Champions Program
Six Month Program
$1,182
Six Monthly Payments of $197
or
Save $118 with a single payment of $1,064

54. Basic Program
Six Month Program
$1,290
Six Monthly Payments of $215
or
Save $193 with a single payment of $1,097

55. Black Belt Training Program
One Year Program
$2,820
Twelve Monthly Payments of $235
or
Save $283 with a single payment of $2,537

56. Premier BJJ Program
One Year Program
$3,300
Twelve Monthly Payments of $275
or
Save $323 with a single payment of $2,977

57. Leadership Program
One Year Program
$3,600
Twelve Monthly Payments of $300
or
Save $353 with a single payment of $3,247

58. Student Life Time Value
Tiny Champs $1,182
Little Champs $1,182
Junior Basic $1,290
Black Belt Training $2,820
Premier $3,300
Leadership $3,600
Total $13,374

59. Modern Martial Arts NYC
Questions?
Mario Guerrero…..tkd@4blackbelt.com
Sam Verdure……...sam@4blackbelt.com