Brand Led Growth project | Nova Benefits

Section 1: Step 1:
Understanding your product
1. Our product specializes in providing simplified health and term life insurance solutions exclusively tailored for company CXOs.
2. My product solves for awareness, guidance, saving time and helps people from being misled
3. Key customer benefits - No spam, ethical and transparent insurance advice - providing guidance and support at no additional cost
4. My user is currently solving the problem via other agents or online platforms

Sept 2: Define the JTBD
My product is operating in an existing category.
How I'm different from my competitors is that we can give transparent advice, strictly to CXOs who would otherwise either have to check the details online or wait for 3-4 days for a call back with other competitors. We can provide immediate solutions to their problems, after knowing their entire profile.
It is a push product, however, it ideally needs to be a pull product. The JTBD for my brand is to solve for preference, trust and awareness.

Step 3: Understanding the user
I work on b2b2c, wherein Nova Benefits works on corporate insurance and NovaX is an exclusive service for the company's CXO.
ICP-
They would be more active on LinkedIN. belonging to the age group of 30-50 years old, having a high paying senior position in an organization.

Step 4: Articulating the core value prop
For the CXOs of an organization that's onboarded, who needs personal insurance, NovaX is an insurance advisory service that provides guidance and end-to end support at no additional cost.

Section 2: Step 1: Answering 5 core questions
Category problems- People are not entirely aware of why insurance is important
Users sometimes feel that insurance is too complex and they don't know whom to trust
Trust - Users expect complete transparency in policy terms, conditions, and pricing. Trust is paramount, and any perceived lack of honesty can lead to dissatisfaction and attrition
Negotiables - Users might accept modifications in coverage options, such as adjusting the sum insured or excluding certain add-ons, to better fit their budget or specific needs
One of the primary aspirations is financial security for themselves and their families. They seek assurance that their insurance will cover unexpected health expenses and provide financial support in case of untimely death

Step 2:
If the industry perception is that "people are not entirely aware of why insurance is important" and my user feels "I sometimes feel that insurance is too complex and they don't know whom to trust" then my brand will always solve for "building trust by having transparency in insurance, guiding and supporting them at no additional cost"

Step3: Look-
I am exclusive, but not inaccessible

Step 4:
I am engaging but not intrusive

Step 5:
I am proactive but not aggressive

Section 3: Step 1:
The current flow is that people can access the services via their portal / as referrals / or onboarded from any email campaigns/.

Onboarding screen (Portal)

(Services defined)

(Redirects to WhatsApp with a pre-set template)

(Campaigns)


The brand is too new for any social media posts/ appreciations/ etc.

How my brand speaks-



Recommendations-



Brand logo-


Brand communications-


The idea is to make look premium and exclusive.

Step 4:
Spam policy- Once the user has reached out to us, we will reach out to them once over the phone as per their scheduled time on Calendly. Post the call, we will follow up twice over WhatsApp and accordingly basis the discussions will reach out to the user again.
Average time taken to answer a customer - Within 24 hours, if the lead has reached out via WhatsApp to avail the services, we will respond in 15 minutes on all working days.
Average time to resolve a query - This is mostly dependent on an insurer and can hence taken anywhere between 1 hour to 24 hours.
Average satisfaction rating after a consultation call is 4.4/5