Well Coached Marketing

Description:
A new all-in-one webhosting and digital marketing platform for Health and Wellness Coaches
Business Objective:
Leverage technology and lessons learned from Cloneable’s first platform, Essential Oily Life, to launch a second platform in order to diversify the customer base and reduce risk
My Role:
Co-Founder – Head of Product
Company:
Cloneable
Launch Date:
Sept 2020

Strategy and Background

After Cloneable grew their webhosting/marketing platform serving a direct sales company to more than 1000 active subscribers, I made the decision to diversify our product offering in order to reduce the risk we had of having all of our current customer based tied to a single direct sales company. Although growth had been good, we were starting to see that acquiring new clients was getting more difficult and some of the social structures that allowed our organic growth were crumbling during covid.

As a team we met and analyzed the strengths of our product, team, and sales channels. We found that we had:

  • Strong knowledge of the health and wellness space
  • Photography and content styles geared towards health influencers
  • Experience selling to solopreneurs

I determined that a web platform geared toward health, life, and business coaches made sense as a next step and that health coaches would be the closest match to our current strengths allowing us to share content across platforms.

The Plan

Create a one-stop-shop for Health Coaches to market their business online and book clients by utilizing the technology from Cloneable’s first platform. MVP features to include: A CMS and managed blog content, a CRM with automated marketing capabilities, and the ability to sell coaching services.

Execution

  • Conducted market research and interviewed coaches to help determine MVP, pricing strategy and go to market strategy
  • Collaborated with business partner to choose the name, “Well Coached Marketing”
  • Setup AWS infrastructure (EC2, Aurora, Route 53, S3 and Cloudfront) and configured multisite platform
  • Hired a new UI designer to aid in styling for our homepage as well as the new client-site templates
  • Worked with our long standing developer to genericize and refactor existing platform code to work for “Well Coached Marketing”
  • Coded custom plugin for one-click website theming
  • Wrote support documentation
  • Led team including design, content, marketing, and dev to develop and launch platform in just 4 months
  • Went live with initial pre-signed user group, and began advertising campaigns


Project Results:

  • https://health.wellcoached.com/
  • Platform included 5 minute website setup, managed blog content, a CRM with marketing automation, ability for clients to sell packages and schedule appointments, and a health coach directory
  • Platform met with excitement within the health coaching community, including converting all our initial research participants into paid clients
  • Although the platform reached profitability within a few months of launch, due to circumstances affecting Cloneable’s core business, I had to step back from full time involvement which ultimately led to the decision to stop new signups and help clients migrate off the platform.

Screenshots

  • Well Coached Homepage
  • Users choose a homepage template
  • Free directory for health coaches