Internal — Master Plan · Replaces v1 + v2
Build a measurable lead-generation, acquisition and conversion engine for Aspire, owned end-to-end by the Head of Growth. Every channel gets a tracked entry point; every new sale is attributable to a channel and to this plan. Focus: fast, actionable outcomes that generate ROI — a small number of high-value clients, not reach. Capacity is ~20 new clients/month and clients stay 5–10 years, so one closed executive is worth more than a thousand followers.
Aspire is where founders and executives train. Not a clinic, not a wellness brand — personal training and coaching, held to a standard that fits people who run companies. Everything in this plan builds one asset: authority in that segment, until Aspire is the default answer to "where do serious executives in Bangkok train?" Executive health, longevity, physio and nutrition are the depth underneath; the lead is always personal training and coaching for people at the top.
| Offer | What it is | Price |
|---|---|---|
| Free door — Executive Health MOT | 60-min complimentary session: Aspire Longevity Score (one health + longevity number), movement screen, body-composition read, and a personal-training / coaching strategy. The single free entry point — every channel drives here. | Free |
| Foundation | 12-week personal training + coaching block. The standard first paid step after the MOT. | [to lock] |
| Executive Coaching membership | Ongoing 1:1 training + performance coaching. The core recurring product; clients stay 5–10 years. | [to lock] |
| Corporate Health MOT Day | Team of executives assessed on-site; warm pipeline into personal memberships (see Corporate Offer). | Paid pilot |
Event-buyer upsells, referrals, reactivation, B2B corporate, LinkedIn (Dan + Gift personal profiles + the Aspire Executive Health page), Google, Meta ads, content engine.
Owned by Client Service (Alice's team): speed-to-lead on every enquiry, lead nurturing, reminders, and the follow-up cadence through to a booked consult.
Standardised Health MOT experience, defined close step, follow-up for non-closers, B2B pilot proposals.
| Who | Role in this plan |
|---|---|
| Head of Growth | Owner. Runs the plan, directs interns and Alice, reports the scoreboard every Friday. Personally owns B2B relationships and the event-buyer upsells. |
| Intern A | B2B research machine: builds the 20–30 company shortlist with decision-maker names/contacts, preps outreach, tracks responses, chases meeting confirmations. |
| Intern B | Content factory: batches and schedules posts (IG, FB, LinkedIn), repurposes founder and team video into clips, manages boosting of winners, cleans the reactivation list. |
| Alice / Client Service | Owns the nurture-to-conversion flow: speed-to-lead, lead nurturing, the follow-up cadence, consult (MOT) reminders, and conversion follow-up for non-closers. Reports completion daily — outcome per contact, not "I have done." |
| Dan | Closes B2B meetings with the Head of Growth, films founder content (max 2 hrs/wk), monthly review. Nothing else; the Head of Growth runs the plan. |
| Channel | Play |
|---|---|
| Event buyers (the 10) | Immediate upsell calls, Week 1. Warm buyers, zero cost, fastest revenue in the plan. |
| Referrals | "Gift a Health MOT" campaign to the top 50 long-tenure clients, tracked referral codes. Highest close rate in the business. |
| Reactivation | Newsletter to past clients + old unclosed leads. Launch send, then monthly cadence. |
| B2B / corporate | 20–30 Asoke companies, physio-led Corporate Health MOT Day pilot. Interns research, Head of Growth + Dan meet and close. July = meetings held. |
| Two fronts. Personal profiles — Dan and Gift post as the faces of Aspire Executive Health (founder POV, client outcomes, B2B credibility); executives buy from people, not pages. Company page — reactivate the Aspire Executive Health page, where Thai executives check Aspire before a B2B meeting. ~3 posts/week across the three, supporting B2B outreach. | |
| Business Profile optimisation + Search ads on high-intent terms ("physiotherapy Bangkok", "personal trainer Asoke"). | |
| Meta ads | The 5 written angles, live Week 3 with tracked links. The scalable cold channel. |
| Content engine | Authority content that promotes the team and the category (see Content System below). Repeatable templates on a fixed weekly cadence, not ad-hoc posting. Formats: founder POV, coach / trainer / physio in action, client outcomes, "how executives train" education, plus podcast snippets and reels with Jason. |
A system the team runs every week without Dan: fixed formats, reusable templates, a set cadence. The job is authority and team promotion — consistency beats volume.
| Cadence | What ships |
|---|---|
| 3 posts / week | Batched by Intern B from a fixed template set. Weekly mix: 1 authority/education ("how executives train"), 1 team or client proof (coach / trainer / physio in action), 1 offer or free-value. Boost winners only. |
| 1 newsletter / week | Useful free info on a value-then-offer rhythm: ~3 pure-value sends, then 1 with a clear offer (the free MOT). Reactivation sends fold into this. |
| Monthly | 1 podcast + reel cut-downs with Jason; 1 founder story. Repurposed into the weekly posts. Specific intern shot-list pending the content team's own plan. |
| Templates | One reusable template per format (post, carousel, newsletter, reel), built Week 1–2, so anyone can produce on-brand without starting from scratch. |
| Week | Deliverables (done = shipped, not started) | Owner |
|---|---|---|
| W1 6–10 Jul |
| Lead + Alice; Intern A |
| W2 13–17 Jul |
| Lead; Intern A; Intern B |
| W3 20–24 Jul |
| Lead; Intern A |
| W4 27–31 Jul |
| Lead |
| Month | Focus |
|---|---|
| August | Scale what July proved. Google Search ads live. Founder content rhythm running (founders, 2 hrs/wk). Team video training #1 (hooks, shooting, delivery). Nurture + no-show sequences run by Client Service. B2B: convert July meetings into 1–2 corporate pilots. |
| September | Close: 2+ corporate deals signed. Boost winning ads/content, kill losers (4-week rule). Second reactivation send. Quarter review 2 Oct: revenue by channel, CAC, next 90 days. |
| Target | Number |
|---|---|
| Event buyers (the 10) contacted with upsell offer | 10 / 10, ≥2 upsells closed |
| B2B companies shortlisted / contacted | 20–30 / all contacted by 24 Jul |
| B2B meetings actually held in July | ≥5 |
| Corporate pilot proposals delivered | ≥1 |
| Referral offers sent to top-50 clients | 50 sent, ≥5 MOTs booked |
| Reactivation newsletter | Full list, ≥5 replies/bookings |
| Content shipped (posts / newsletters) | ≥12 posts · 4 newsletters |
| Free Executive Health MOTs booked | ≥15 booked · ≥70% show |
| New clients / upsells from the plan | ≥5 |
| Metric | Source | Cadence |
|---|---|---|
| Qualified leads (by channel) | CRM pipeline, source tags | Weekly |
| Cost per lead (paid channels) | Meta / Google + CRM | Weekly |
| Lead → booked MOT % | CRM pipeline | Weekly |
| MOT show rate | Booking calendar | Weekly |
| MOT → paying client % | CRM pipeline | Weekly |
| New revenue from tracked doors | CRM + billing | Weekly |
| B2B meetings held / pilots proposed | Head of Growth's B2B tracker | Weekly |
Events — not until follow-up discipline is proven on paper.
New products — repackage and recommunicate what exists for the executive ICP. Nothing new gets built.
Credit-card partnerships, retreat, black card — good ideas, Q4 parking lot. Written down, not worked on.
Daily posting everywhere — start with 3/week batched by Intern B, scale when the batch system runs itself.
Follower-growth as a goal — visibility is a by-product of the content engine; it is not a pillar and has no budget of its own.
Weekly (Fri): The Head of Growth sends the scoreboard — 7 numbers. Five minutes, no deck.
Daily (July only): one-line WhatsApp from the Head of Growth — "done today / blocked on."
Monthly: 30-minute review with Dan — what's working, what gets cut, budget call.
One name per task. "Contacted" means outcome logged in the pipeline, not "I have done."
One tracked door per channel. Nothing launches without its tracking in place.
Kill rule: no signal after 4 weeks = paused, not nursed.
Founder time capped: Dan gives 2 hrs/week for content + B2B closes. Everything else is the Head of Growth's to run.