Engagement & Retention project | NRI Study

Understand Your Product

Know what your product is, its features, what problem its solving. Draft the CVP of your product, its natural frequency and engagement framework.

Know your users, what they value the most and define who is your active user.

My product is a coaching service.

It provides sessions with me that bring in clarity, and solves the problems of location changes-- this inlucdes tangibles like finding a job, salary negotiation and intangibles like adjusting.

Users just need 1 session with me but can also sing up for 1:1 coaching for a longer period.

Engagement framework - Depth- Upgrading to a longer coaching session.

Breath-- buying my other products like book and sessions.

Customer Segmentation

build your ICP's- by now you know how to do that in a tabular format as done in earlier projects and segment the users, think about why you are segmenting and what is the goal of your product and segmentation

Criteria	User 1	User 2
Name	Stressed Parents	Confused Persons
Age	34-45	28-43
frequency	1 session	coaching, or 1 session
depth	reads my book, and follows my YT	reads my book, and follows my YT
Demographics	USA mostly	US, Canada, Dubai, singapore, aussies, UK, nordics, germany

Need	Logistical help	Information and confusion clarity
Pain Point	They are stuck to a larger salary and need help in the whole logistics of moving	They are truely torn between staying abroad and india and are sad
Solution	A logistical program that gives them information and a prioritized step by step guide	Counselling! Understanding their why's
Behavior	They are stressed out, and need help but can't get help abroad and urgently need help	They watch alot of videos, have more free time and lesser urgency
Need for free advice	Low	Very high
Perceived Value of Brand	High	Medium
Marketing Pitch	I'll help you sort the logistics out	I'll get you clarity
Goals	Easy efficient one-stop-shop	Feel better
Frequency of use case	1 / week for 90 days or once	Once or 1/week
Average Spend on the product	$400-$4000	$150 per session
Value Accessibility to product	Instant	Over a few sessions
Value Experience of the product	They are not feeling great as it's super expensive but for some there is a aha moment	They are not feeling great as it's super expensive but for some there is a aha moment

Product hook and engagement campaigns

Stuck deciding between countries or careers? I’ll give you clarity in just one session—backed by 10,000+ success stories.

Retention design

I checked 2024 data

104 outreaches

18 conversions

17% rate of conversion-- none of them returned

ZERO RETENTION

100% CHURN -- WAHTTTTTTTTTTTTT 💩

I have 1 client who comes back so thats 1 of 2-3 years of work and 1 who comes back once a year.

That makes it like 99.99% churn over lifetime.

Why are they not coming back

Value for money. It's costing them a lot
Maybe im not good at this-- or very good? Good at problem solving in one session, not good at coaching?

Design resurrection campaigns

Component	Distressed Parents	Confused People
Segmentation of User	Past leads who inquired about kids’ schooling, relocation prep, read book and did 1 session but didn’t take more.	Past leads who asked about job search, moving abroad/back, and salary help and coaching. Watched YouTube but no booking.
Pitch Content	“Is your relocation still on your mind?” Send new insights (“Top 3 mistakes NRI parents make when moving back.”) - Storytelling: Client success stories about kids thriving post-move.	“Still stuck between two worlds?”, “Your next job move could cost you lakhs—are you ready?” Share checklist: “How to know it’s time to move back”
Offer	✅ 20-min free "Family Fit" consult Buy book 25% off your first deep dive session if booked in 7 days.	✅ 1 free consult $90 clarity session valid 7 days.
Frequency & Timing	Day 1 offer Day 7 Expiring offer	Day 1 offer Day 7 Expiring offer
Success Metrics	Reactivation of at least 5 high-potential leads	At least 3 consults convert to longer coaching