Today I had the coolest interview assignment ever. After an initial screening with a company that I’d like to do business development for; I was asked to do a customer development interview for a fictitious account. Timeframe? 1 hour.
Here’s the scenario:
The product was a SaaS-delivered CRM application called marketed at the fitness industry (gyms, personal trainers, etc.). Over the last couple of years, the company gained an increasing number of customers outside the core fitness market. Many non-fitness businesses have signed up via the website, even though all of the ad copy and examples are targeted at gyms and personal trainers. Industries as diverse as dog-walkers, beauty salons, massage spas, and yoga studios. Management has realized that the problems your CRM solves (client acquisition/marketing, client scheduling, client relationship/retention management, and billing) are likely shared across many service-based businesses.
The assignment for the work sample was to create two Google Adwords-style ads and two matching landing pages targeting owners of Salons (to generate leads), as well as a customer development script (to guide the interview with prospective customers).
The work needed to be completed in an hour. This is what I was able to accomplish in 57 minutes.
I created a short brand story. Matching headline and subheads. Lede/Introductory body copy, and a fictitious testimonial. Targeting keywords related to “CRM For Salons” to minimize clickthrough dissonance. With an A/B split test on Subhead1 vs Subhead2. Call to action includes rationale for setting up an assessement (top of funnel for the customer development interview), and a button to schedule a call.
Here’s how I’d generate the leads:
Pay-per-click Ads and Landing Pages (Versions 1 & 2)
Landing page 1: Ad 2:
Landing Page 2:
And here’s the Customer Development Interview:
This is intended to be a guide. To interview salon owners who’ve respond to the ads/landing pages above.
- Who handles POS and Marketing at your salon?
- What’s the hardest part about being a salon owner?
- What could be done to improve your experience with managing your salon.
- Tell me about the last time you used your salon management system – listen for complaints
- If you had a solution to this problem, what would it mean to you/how would it affect you?
- Is there anything else you think I should know about that I didn’t ask?
Let me know what you think.
What questions would you ask? Which version of ad do you think would win in an A/B split test? Would they convert any differently?