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“ The Funnel ”

“ The Funnel ”. The Funnel. What we found so far: BROKEN DOWN into EACH SECTION OF THE FUNNEL. What works. What doesn ’ t work. Awareness of CrossFit. Ask yourself 2 questions: Would you be “ successful ” if your business didn ’ t have the Crossfit name?

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“ The Funnel ”

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  1. “The Funnel”

  2. The Funnel

  3. What we found so far:BROKEN DOWN into EACH SECTION OF THE FUNNEL What works What doesn’t work

  4. Awareness of CrossFit Ask yourself 2 questions: • Would you be “successful” if your business didn’t have the Crossfit name? • Would you have been “successful” 10 years ago when no one had any clue what Crossfit was? • If both answers are no……..Your business is in trouble

  5. Who are your target clients? Games competitors? What would it take to dominate the CF games and have the world pouring into your gym? Lets look at who has done it before? – Soviet system

  6. AWARENESS OF CROSSFIT WHAT WORKS WHAT DOESN’T Excellent Fitness Community Inclusionary Professional training Quality control Great practices Integrity Honesty Elitism Injury Poor Experience Lack of professional training Cheap Group X model

  7. YOU Peripherals: CFHQ Reebok Media etc. “Direct Sphere of Influence” Building word of mouth referrals Building your own brand

  8. DIRECT SPHERE OF INFLUENCE WHAT WORKS WHAT DOESN’T Community Inclusionary Professional training Quality control Great business practices Clear message on Website Personal fitness Exclusivity Elitism Badmouthing competition Undercutting competition

  9. 1st point of Contact Website message Website form 1st point of contact Setting up an appointment

  10. FIRST CONTACT WHAT WORKS WHAT DOESN’T Quick response Phone call Know what you are selling Ability to establish rapport quickly Clear message on price and system (the why) Late response Hesitancy Lack of confidence Inability to listen Hard sell / oversell

  11. Perfect 1st day speech Stoked new clients, and referrals “The Intro”

  12. INTRO / FITNESS EVALUATION WHAT WORKS WHAT DOESN’T 1 on 1 / 1 on 2 appointment only Initial contact person gives the evaluation Clear ‘speech’ presentation Sales-based fitness evaluation (ML 1st Day) Time to connect & establish relationship Bring a friend day 3+ on 1 Free group into Pre-scheduled intros Traditional baseline evaluations Lack of prequalification

  13. Fundamentals Phase MadLab 1-15pt MadLab Student Development Process Benchmarks

  14. FUNDAMENTALS PROGRAM WHAT WORKS WHAT DOESN’T • MadLab 1st Theory of Business: • # sessions • cost • coach:student ratio Straight into classes Groupon 3 & In Onramp - No Benchmarks Onramp - with Benchmarks

  15. Transition to Classes Coming from a 1 on 1 to 2 on 1 environments this is where the funnel has had its biggest leaks Must be diligent in this transition

  16. Transition to Classes / Specialty programs WHAT WORKS WHAT DOESN’T Indoctrination of Community Values Coach is present for initial classes Coach is in contact weekly 1 on 1 session to check in 1/mo Student Development Process Abandonment by coach Coach doesn’t see/coach client Lack of transition program / support Early push into classes (eg. Has not met benchmarks)

  17. Community Development • CULTURE!

  18. 3 months to 3 years - WHAT WORKS WHAT DOESN’T Coach continuity Proper fundamentals foundation to grow on Strict standards for movements Continued improvement in client skills All-around programming Inability to achieve gains Burnout Lack of support (coach/community/etc) Poor community vibe Mediocre coaching &/or programming New bar in town

  19. 5 years and beyond Family

  20. 5yrs and beyond – Client for life WHAT WORKS WHAT DOESN’T Different programming Speciality programs Institution of tradition Community outreach / charity Integration of coach/ client families Coach continuity Coach ownership Coach turnover Client turnover Owner burnout

  21. MadLab Business Group presents…

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