Internal — Strategy Brief
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.
Aspire is where founders and executives train. Personal training and coaching, at a standard that fits people who run companies. The plan builds authority in that one segment until Aspire is the default answer to "where do serious executives in Bangkok train?" Executive health and longevity are the depth underneath; the lead is always training and coaching for people at the top.
60-min complimentary: Longevity Score + movement screen + body-comp + a training/coaching strategy. Every channel drives here.
12-week block into ongoing 1:1 training + performance coaching. Names + prices to lock.
On-site executive assessments; warm pipeline into personal memberships. Paid pilot.
Referrals, reactivation newsletter, LinkedIn (Dan + Gift personal profiles + the Aspire Executive Health page), Google, Meta ads, content engine, B2B (Asoke corporates).
Owned by Client Service (Alice's team): speed-to-lead, lead nurturing, and booking reminders through to a booked consult.
Standardised Health MOT experience, defined close step, follow-up for non-closers.
"Gift a Health MOT" campaign to the top 50 long-tenure clients. Highest close rate, near-zero cost. First priority.
Past clients and old unclosed leads. Launch campaign, then monthly cadence.
Business Profile optimisation + Search ads on high-intent terms ("physiotherapy Bangkok", "personal trainer Asoke").
The 5 written angles, launched once tracking is live. The scalable cold channel.
Authority content that promotes the team and the category — repeatable templates on a fixed cadence (3 posts/week, 1 newsletter/week). Formats: founder POV, coach / trainer / physio in action, client outcomes, "how executives train", plus podcast + reels with Jason. Boost winners only.
Physio-led corporate offer targeting Asoke-based companies. Ten-company target list, one-pager, direct outreach.
Dan and Gift personal profiles (the faces of Aspire Executive Health) plus the reactivated Aspire Executive Health company page. Founder POV, client outcomes and B2B credibility; ~3 posts/week supporting outreach.
| 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 |
Weekly (Fri): Head of Growth sends the 6-number scoreboard. Five minutes, no deck.
Monthly: 30-minute review with Dan — what's working, what gets cut, budget call.
One tracked door per channel. Nothing launches without its tracking in place.
Kill rule: any channel or creative with no signal after 4 weeks is paused, not nursed.
Founder time is capped: Dan gives 2 hrs/week for content; everything else is the Head of Growth’s to run.
Attribution: if it didn't come through a tracked door, it doesn't count as plan revenue.