Allison Overall assessment
Your sitting on a great story and it’s a really exciting product.
Right now my sense is we’re getting hung up in the details and getting too excited about trying to tell everyone, everything, at one time.
Let’s think of this like a dinner party.
1) Who do we want to invite? Segmentation.
2) How do we convince them to come over? Brand and core positioning.
3) What are we having? Messaging pillars.
4) How’s the dinner conversation? This is your content strategy which you can build overtime, letting each user find the topics they want to explore.
As a P1 let’s focus on getting them to your doorstep. All those amazing things you want to say, they’ll have a time and a place.
Recommended Approach
Further research around key segments Packaging of buyer personas + insights this should go deeper than current ICP [started sample table below]
High level brand / tone of voice guidance, modification of existing Deliver core messaging & positioning framework Campaigns 2-3 concepts for Boon to bring to market Content – SEO content, ad content leveraging agencies like sleepless.ai for fast / affordable content generation Customer Profiles -- ROUGH Start
Positioning
Tag Ideas – some aspirational in that they hint beyond just referrals
Referral-Powered Hiring *from your original brainstorm* Community-Driven Recruitment *from your original brainstorm, and my favorite*
The buzz words
Diverse - through power of the network, boon combats
Top talent
Passive
FAST
EASY
Perplexity — 6-12 months average onboarding
Biz Dev clearer messaging
website
video
“it’s not working, I’m behind, too much spend on Linked in, the good ones aren’t looking”
Short Description
REFERRAL EXAMPLE: We accelerate your ability to increase your ratio of referral hires and attract top talent – even when they aren’t looking. Our lightweight platform allows you to move fast, expanding your recruiting power in days – not months. COMMUNITY EXAMPLE: Boon powers community driven hiring allowing you to attract top talent – even when they aren’t looking. Our modern referral tools allow you to tap into your entire network to expand your recruiting power in days – not months. Core Value Propositions:
based on what I digested I agree with your short list of value props.
Ease of implementation / TTV Messaging Strategies:
Storyline goes like this: set the stage by leaning into a concept that people are already familiar with – referrals are the best. From there take the time to highlight the value that Boon brings, how easy it is to get started, and how the solution grows itself overtime.
Scale referral hiring
Sexy stats around how effective referral marketing is Some numbers showing ability to scale. i.e what’s the average % of referrals at an organization, vs. Boon customers? Turn your entire network into a recruiting engine
Not just recruiters, not just employees but everyone Thinking of some cool visual that displays the growth of the network overtime Get the right talent, even when they aren’t looking
This is where you can add all of those buzzwords around passive talent Make it easy for everyone to participate
Distribute a link to enable referrals This is where you can add some subtle positioning against ERIN Move fast
We’re talking days {not sure if this is accurate}, not months Talk about integrations here and some of the more boring technical stuff Again, competitive positioning opportunity Make it fun
This is where we talk about the gamification Campaign ideas
I’m thinking of dating apps and some fun way to use that as a bridge to highlight Boon in a way that is culturally relevant. Swipe right on your next candidate. Needs more brain power! Show larger clunky systems from the yesteryears — old school, giant machines, no speed Meanwhile Boon is Gen Z at a Taylor Swift concert, with referrals success notifications coming through their Apple Watch Short clips of the annoying things we all see during the recruiting process Resumes that don’t match the JD Those interviews where you have 30 minutes and just need 5 The person that joins then immediately quits Website Ideas
Tailor homepage to the CPO {Chief People Officer} / Head of HR Rich content plan to touch on all core value props / messaging pillars Calculator to show the value of implementing Boon Competitive comparisons – this is largely dependent on how aggressive you want to be, but really helpful for SEO + the decision making process
Allison Update Saturday June 29th
Interviews to date: Sarah / Brendan Interviews pending: JD / Wednesday {Week of July 8} Time spent: 11 hours {Tracking doc sent via email} Messaging / Positioning Framework DRAFT is Meeting Transcripts / Notes are Key Takeaways:
Lots of great feedback about the Boon team + sales experience, seems your cold emails are really working! I'm seeing some noticeable gaps in how customers define Boon, vs. how Boon self identifies. Very curious about your customer mix as I see names like AirBnb / Redbull but the folks I’ve spoken to so far as operating on a much smaller scale. Talent / Diversity seem to be the right entry point, but so far I am not seeing "passive talent" come through as strongly as I would have expected. Let’s discuss Major inhibitors to scaling seem to be: tracking, integration, and employee adoption Sarah had some feedback about the positioning around integrations — more cumbersome than she expected. How do we ensure we’re not overpromising here? I’d like to encourage we think through positioning vs. solutions vs. features. I feel like right now those three are getting mixed together which makes it difficult for prospects to draw out true value You mentioned it yourself, but it makes sense to do a fresh campaign for new testimonials once you lock on messaging pillars, there will likely be some soundbites from my interviews we can use as well Spoiler Alert
My proposed tag + messaging pillars as of now. I’d like to propose message testing before we settle on top line positioning.
Community Driven Hiring
Next Steps:
Dakota to approve additional time beyond 10 hours to accomodate final interview + debrief Allison / Dakota to debrief on interviews Allison / Dakota to review messaging / positioning document Dakota to determine desired next steps
Whiteboarding and Notes
