Refer to the project brief and the additional resources before you begin this project!
(Go through them at least 3 times or till the time you don’t have a mind map in your brain)

Let’s begin

It's time to kickstart the project by taking a crack at building your Elevator pitch.

(Think of this as an introduction to your product- make it remarkable!)

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(Hook – Addresses a common pain point)
"Struggling to align your team’s goals with business strategy? "

(Value – Core benefit of the product)
"Profit.co is an AI-powered OKR platform that helps organizations set, track, and achieve ambitious goals with complete alignment and real-time execution."

(Evidence – Credibility through statistics & social proof)
"Trusted by 5000+ companies worldwide, Profit.co ensures seamless goal management with AI-driven insights, smart nudges, and integrations with all your favorite work tools."

(Differentiator – What sets Profit.co apart?)
"Unlike traditional goal-setting methods, Profit.co brings agility, transparency, and accountability to performance management—so every team member knows exactly what success looks like."

(Call to Action – Encourages immediate action)

"Join top-performing organizations in transforming the way they achieve goals. Visit Profit.co and start driving results today!"

(Go and speak to different users of the product and the people in the chain: households buying the product, shopkeepers selling the product, churned users, and users using competitor's products. In the case of B2B products identify the decision makers, the influencer, the blocker, and the end-user)

Understanding your ICP

(Put down your ICP’s in a Table Format. A tabular format makes it super clear for anyone to understand who your users are and what differentiates them)

We have multiple users of a product and not all of them can be our ICP for whom we make our strategies, we need to prioritize.
(use an ICP prioritization table)

Step 1: Define ICPs

Step 2: Prioritize ICPs using the Framework

Step 3: Recommended ICPs for Targeting

Priority 1 - ICP 1 (SaaS & Tech Mid-size Companies) → Top Priority

• High adoption rate, strong willingness to pay, frequent use, and large market.
• SaaS/Tech companies are growth-oriented and open to AI-driven goal management.

Priority 2 - ICP 2 (Large Enterprises - Financial Services & Banking) → Strategic Focus

• Large revenue potential, though adoption may take longer.
• Requires enterprise sales but has high retention potential.

Prioroity 3 - ICP 3 (Scale-ups - Healthcare & Biotech) → High-Growth Opportunity

• High adoption rate and strong appetite to pay.
• Less distribution potential than SaaS/Tech but still a strong market.

(Before you begin, you need to know what your product is, what are its features, what is the problem being solved by your product?)​

​Understanding Core Value Proposition

(Build your core value proposition by exact what your product does and what problem are you solving)

For organizations and teams that struggle with aligning goals, tracking progress, and driving performance, Profit.co is an AI-powered OKR and performance management platform that enables data-driven goal setting, seamless execution, and continuous performance improvement, ensuring business agility and success.

(Let's begin by doing a basic competitor analysis in a tabular format considering all the parameters for your product and its competitors)

(Then let's try to understand the market at a macro level and evaluate the trends and tailwinds/headwinds.)

Now it’s time for some math, calculate the size of your market.

TAM = Total no. of potential customers x Average Revenue Per Customer (ARPU)
SAM = TAM x Target Market Segment (percentage of the total market)
SOM = SAM x Market Penetration/Share

Competitor Analysis

Market Trends & Tailwinds/Headwinds Analysis

Trends

• Rise of AI-Driven Performance Management
• Hybrid & Remote Work Culture Driving Demand for Goal Alignment
• Integration of OKRs with Business Intelligence (BI) & Strategy Execution
• Shift from Annual Performance Reviews to Continuous Feedback
• Compliance & Data Security as a Competitive Differentiator

Tailwinds (Growth Enablers)

• Executive Buy-In for Strategy Execution Tools – C-suite leaders are prioritizing execution-driven platforms to enhance accountability and transparency.
• Venture Capital & Funding in HRTech & Performance Space
• Adoption of Digital Transformation Initiatives
• Rising Demand for Employee Engagement & Productivity Tools

Headwinds (Challenges to Overcome)

• Adoption Resistance from Legacy Organizations
• Market Saturation & Competition
• Integration Complexity
• Pricing Sensitivity for SMBs

Market Sizing

1️ Total Structured Businesses Worldwide = 15M (Mid-sized & enterprise companies)
2️ ARPU:

• SMB: $3,000/year
• Mid-market: $15,000/year
• Enterprise: $80,000/year
• Weighted Average ARPU (Assuming an equal mix of SMB, Mid-market, and Enterprise) → $32,667/year
  

3️ SAM (Serviceable Available Market) → 20% of 15M businesses actively looking for OKR tools = 3M businesses
4️ SOM (Serviceable Obtainable Market) → 5% market share of the SAM = 150,000 businesses

Designing Acquisition Channel

(keep in mind the stage of your company before choosing your channels for acquisition.)

​

Since Profit.co is in the early scaling phase, the focus is on one channel partner and one paid channel, optimizing for efficiency and scalability. Using the criteria provided (cost, flexibility, effort, speed, and scale), here’s the designed strategy:

Key Takeaways:

• Paid Ads (Google, LinkedIn) → Quick acquisition but expensive.
• Organic (SEO, Content Loops) → Cost-effective but slower growth.
• Referral Program → Cost-efficient and scalable but needs optimization.
• Product Integration (Slack, MS Teams) → Strong long-term strategy but requires effort.

Organic Channel

(Understand the existing organic channel strategy for your product and highlight the success and failure thereon.
Provide your suggestions and devise new strategies.)

Step 1 → Conduct keyword research on Google, Amazon, Youtube, Quora etc.
Step 2 → Collate all your insights from all your searches.

Analysis of Current Organic Channel Strategy

Successes:

• Comprehensive Content Creation: Profit.co has developed detailed articles on strategic planning and the importance of OKRs for startups, showcasing thought leadership in the OKR domain.
  Customer Success Stories: Featuring testimonials and case studies from satisfied clients enhances credibility and provides social proof to potential customers.

Failures:

• Lack of SEO Optimization: Despite quality content, the absence of targeted keywords and SEO best practices may limit organic reach.
• Insufficient Engagement on Platforms: Limited presence on platforms like LinkedIn and YouTube restricts audience engagement and brand visibility.

Recommendations for Enhanced Organic Strategy

1. Conduct Comprehensive Keyword Research

• Identify High-Intent Keywords: Focus on terms like "best OKR software," "OKR implementation," and "OKR examples" to attract users seeking OKR solutions.
• Utilize SEO Tools: Employ tools such as Google Keyword Planner and SEMrush to discover relevant keywords and assess search volumes.

2. Optimize Existing Content

• On-Page SEO: Incorporate targeted keywords into titles, meta descriptions, headers, and body content to improve search engine rankings.
• Internal Linking: Connect related articles and resources within the website to enhance user navigation and SEO performance.

3. Expand Content Distribution Channels

• Leverage LinkedIn: Share articles, infographics, and updates to engage with professionals interested in OKR methodologies.
• Develop Video Content: Create explainer videos and tutorials on OKR topics to reach a broader audience on platforms like YouTube.

4. Implement a Referral Program

• Encourage User Advocacy: Offer incentives for existing users to refer new customers, leveraging word-of-mouth marketing.

5. Monitor Performance and Iterate

• Utilize Analytics Tools: Regularly assess website traffic, user engagement, and conversion rates to identify areas for improvement.
• Stay Updated on SEO Trends: Adapt strategies based on the latest SEO developments to maintain competitiveness.

Content Loop

(Keep it simple and get the basics right)

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Step 1 → Nail down your content creator, content distributor and your channel of distribution
Step 2 → Decide which type of loop you want to build out.
Step 3 → Create a simple flow diagram to represent the content loop.

To design an effective content loop for promoting OKR, it's essential to identify key LinkedIn influencers who specialize in this area. Below is a table highlighting notable influencers, their follower counts, and their contributions to OKR content:

Content Distributor and Channel of Distribution:

• Content Distributor: These influencers act as both content creators and distributors by sharing their expertise and engaging with their LinkedIn audience.
• Channel of Distribution: The primary platform for distribution is LinkedIn, where these influencers publish articles, posts, and engage in discussions related to OKRs.

Here are some common types for the content loop:

• User-Generated Loop → Users create and share content (e.g., testimonials, reviews)
• Influencer Loop → Influencers promote content, leading to engagement and reshares
• SEO Loop → Content ranks on search engines, bringing in organic traffic
• Community Loop → Users engage in discussions (e.g., Quora, Reddit, Discord)

(Understand what is already being done, what is working out well and what needs to be stopped)

Step 1 → Define the CAC: LTV ratio. If your product has a healthy CAC:LTV ratio, proceed with paid ads.

Step 2 → Choose an ICP

Step 3 → Select advertising channels

Step 4 → Write a Marketing Pitch

Step 5 → Customize your message for different customer segments to ensure relevance

Step 6 → Design at least two ad creatives (e.g., images, sketches, videos, text ads) that reflect your marketing pitch.

Step 1: Estimate CAC:LTV Ratio

Customer Acquisition Cost (CAC):

Since I dont have access to marketing team metrics, the average CAC is assumed based on the target market:

• SMB (Small and Medium-sized Businesses): Approximately $205 per customer.
• Midmarket: Around $702 per customer.
• Enterprise: Can be significantly higher, often exceeding $1,000, depending on the sales cycle and deal size.

Customer Lifetime Value (LTV):

LTV is influenced by factors like contract value and duration:

• Enterprise Clients: Given higher contract values and longer retention, LTV can range from $50,000 to $100,000 or more.

Estimated CAC:LTV Ratio:

Assuming a CAC of $1,500 and an LTV of $75,000:

• CAC:LTV Ratio: 1:50

This indicates a healthy margin, justifying investment in paid advertising.

Step 2: Define Ideal Customer Profile (ICP)

Target: Enterprise Users

• Industry: Large-scale corporations across various sectors
• Role: C-suite executives, department heads, and senior managers
• Pain Points: Aligning organizational goals, tracking performance metrics, and ensuring cross-departmental collaboration

Step 3: Select Advertising Channels

Primary Channel: Google Search Ads

• Rationale: Captures high-intent users actively seeking OKR solutions
• Keywords to Target: "Enterprise OKR software," "OKR solutions for large companies," "best OKR tools for corporations"

Step 4: Write a Marketing Pitch

Core Message:

"Transform your enterprise's strategic execution with our robust OKR software. Designed for large organizations, our platform ensures seamless alignment, real-time performance tracking, and fosters cross-departmental collaboration. Empower your leadership with data-driven insights and drive unparalleled growth."

Step 5: Customize Message for Different Segments

1. C-Suite Executives:
2. • Message: "Achieve organizational excellence with a unified OKR approach. Drive strategy, monitor progress, and ensure every department aligns with your vision."
3. Department Heads:
4. • Message: "Streamline your team's objectives with company goals. Enhance accountability, monitor KPIs, and boost departmental performance."
5. Senior Managers:
6. • Message: "Simplify goal-setting and performance tracking. Engage your team, recognize achievements, and drive continuous improvement."

Step 6: Design Ad Creatives

Video creative: https://video.pictory.ai/1742407106916/20250319180844495wYOB0a7DlFSxHkW

Ad Creative: