Q&A Call Questions

<aside> 💡 Q&A Call to go over questions from audits, reviews, and strategy. This call should be booked for at least 1 hour.

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Communication, Reporting, and ROI Questions

• Communication Guidelines for Reference During Meeting:
  • Walk: Bi-Weekly Meeting
  • Jog: Weekly meeting (ad hoc if necessary)
  • Run: Weekly Meetings (ad hoc if necessary)

Reporting

• At Optimal, we report on progress during our scheduled meetings. We also share updates each Monday on what we will be working on that week.
• Each month, we send a detailed email going over our ad results with links to dashboards. We then cover this report at our next scheduled meeting. Where we will go in more detail with action steps connected to the data. This also gives you an opportunity to ask questions on the report itself.
  • No - not from them
  • They will want to track the usual conversion paths and specific reporting items they will want to track.
  • Bi-weekly and monthly cadence for reporting
• Do you foresee any concerns with this reporting framework? Do you require anything additional on our end?
  • None
• When it comes to reporting, if you are not E-commerce we will need to “close the loop”. Our goal at Optimal is to help establish Closed Loop Reporting so that you can know what is driving value and we know what is working from our work. If you cannot provide this, we will have a gap in knowledge and ability to fully report on this.
  • Do you foresee any concerns with setting this up together?
  • If your team is unwilling to do this, we will need your sign-off that you are OK with this.
  • Stripe generates the invoices and events. They are connect in Klaviyo and send invoice events for Klaviyo.
  • We will need to determine how this is hooked up.
  • They need a Google Tag Manager installation on their app side of things to ensure we can see purchase.

Team and Account Management Questions

• What is your Fiscal Year start and end?
  • Jan-Dec 31st
• Who is the main point of contact for our relationship? Any additional points of contact that are important for us?
  • Central email was created for whole team
  • Andrew is main point of contact but the email will work for everyone.
• Who are the key stakeholders we should be aware of from your company?’What does your marketing/sales team look like? Do you have a copy writer? How many sales members? etc.
  • Sales?
    • Paul is leading sales
  • Marketing?
    • Paul and support from Josh
  • Developer?
    • Andrew & Carlos
  • Design?
    • Andrew
  • Organic social, content, and email marketing?
    • Paul is the main person.
      • Josh and Andrew will add supplemental content.
  • Andrew, what areas do you have a lot of confidence in? Development, design, writing?
    • In order, top-down:
      • Product
      • Development
      • Writing, Design, Business Operation, etc.
  • One question we have is resourcing on your end. We understand y’all have a budget. When it comes to execution, what is your resourcing look like. For example, if we provide an improved design, would you prefer or could you implement it? The reason we are asking as that would provide a us to complete this with a lower retainer.
    • They really like this idea - they will be vocal here.
    • They do not want to get in our way but none of them are designers - this is a weak part of their business. They really want us to own this 100% and they do not have the resources to effectively do this.
    • If the design fits into the overall design they would jump in on to deliver various things. If there are connections/Analytics items missing then they will fix it and deliver it.
    • This would be their default here when ti comes to resourcing
• Are there any third-party marketing professionals you're currently working with? If so, who? (We want to make sure we are being collaborative with them and not stepping on any toes)
  • Do you plan on replacing their services with our scope of work?
    • None
  • If so, have you considered the timeline of notice of cancelation, their contract, and starting work with us to avoid any chance of overlap?
    • None
• What agencies/marketing-related freelancers have you worked with in the past 12 months that you no longer work with?
  • What are the reasons you are no longer working with them, if any?
  • They had a branding agency but no other agencies like us.
  • They partnered with someone in SEO and that did not work out.
  • The quality and quantity of work was below the expectation.
• What channels do you currently use to reach potential customers?
  • Conventions?
  • Churches?
  • Social Media?
  • SaaS?
  • Associations?
  • They are focused on Bottom of Funnel Activation
  • No TOFU or Brand Awareness right now
  • LTV to help them determine KPIs
  • No specific platform and Google Ads did not seem to work out as well as they had hoped.
  • Reddit
• What time zone does your team operate in?
  • Eastern Standard Time

Target Market - Persona, Geography, Channels - Ryan Takes this

• What kinds of audience segments do you envision using Financial Hope? For example, new college graduates, new families, people who have just filed for bankruptcy, etc.
  • Technical perspective: It will work with someone who has a stable income best.
  • Less value? Anyone on a variable income. They will have difficulty planning and tracking with their tools in the system.
  • Help users save $500 in 5 weeks or get 5 weeks free
  • Above $52000 in come approximately
  • Technology early adopter for this app
  • They would need to be comfortable to make a decision with less information in the market.
  • They did some research into those who did purchase and in some case they were lower income and that more to do with the messaging than anything else.
  • The user was not going to get value out of the system.
  • Christian is going to be apart of the funnel here.
• Can you clarify what it means to be a faith-based budget app? How important is this for Financial Hope?
  • The founders align with the same worldview - the content is going to align with the Christian worldview.
    • They believe in biblically designed stewardship would bring value to the world.
    • Carlos said that they will want to steward others resources and this will come from the biblical perspective.
    • The content and items they will generate and the lead magnet will resonate best with that segment.
    • Their tool can be used by anybody but a lot of the educational content they are producing will have a more Christian foundation and they can’t really get away from the Bible from their perspective.
    • The content is agnostic as much as financial principles and take the book and break it up into blogs or article and it isn’t so laden with Evangelicalism that you cannot re-purpose it.
    • Dave Ramsey and Christianese etc. and they do not have to be super dialed in.
  • The religious language will get flagged on advertising platforms and limit promotional efforts.
    • They do think that they want to do an initial proof for this.
    • A bit more flexible on Facebook - this could be people who are not necessarily Christian’s.