A Beginners Quick Start Guide To The Customer Journey

If you are new to business and online marketing, welcome! I know from experience that it can feel both exciting, yet overwhelming to know where to start. This article shows you how to get off the mark with the customer journey to your first few clients. It will address three core reasons why businesses fail as it relates to the customer journey. The three areas are, no product to market match, no compelling offer, and lack of funding. It will also cover some free and low cost assistive tools for online deployment.

Business Failure: No Market to Product Match

Before looking at all the bells and whistles that might comprise your marketing resources and essential toolkit, it's important to take inventory of what you are looking to bring to the table through your gifts and talents by way of a product or service. Having determined that, who is your target avatar and how does your product or service fit with the market? 

Research

Since a no product to market match is one of the cited reasons a business fails in the first few years, it is important to avoid the temptation to second guess the market. Let the market give you the feedback.

Step 1 – Collate

Compile research on your topic area from both a market data and educational perspective. Look at opposing viewpoints too. A simple free tool to start is to use your google browser to type in a buyer keyword to see what people are predisposed to buying in your category. Artificial Intelligence has also developed free tools such as SIRI and Google Voice. Google Keep and Evernote are valuable tools for capturing information.

You could also use social media sites such as facebook, linked in and google ads, or you could use special interest forums. Alternatively you can use sites like Fiverr or Upwork as a low cost way to get your research off the mark.

Step 2 – Engage

It's important to speak to your target market, in order to further test how your product or service will meet their needs. This will help you develop and refine your offer as you customize for an optimal fit. You can use typeform or google forms as a free tool to compile a brief survey. You could also print your form off and do this informally in your community or at your local business event. If you want to gather survey data on a more global basis, you might want to consider survey monkey as a more specific alternative to social media ads. This is a paid service.

Bear in mind that any data and research will form part of your marketing collateral later. Here is a free guide on how to create a lean canvas, which is a streamlined one page diagrammatic layout for your business model with research tips, by Ash Maurya. Keep it simple.

The Customer Journey

The whole process of sales and profits is not simply about how good your product is but also about the prospect you foresee becoming your customer. So it pays to understand the journey of sales from their perspective, not just yours.

Source Image: Customer Journey

For example there are various models which give out a structural formula from your perspective, and the most common one I see is the AIDA formula, which stands for Awareness or Attention, Interest, Desire and Action. That is client acquisition from your perspective, so you may wish to consider a more expansive process that covers the relationship from initial awareness to what it would be like to have a long term customer who is happy to espouse your services to others.

It is worth taking the time to profile your client as that will give you a depth of understanding which will enable effective communication as you create touch points. Psychographics is the term often used to describe this activity, where you examine attitudes, buying behaviours, desires etc.

Touchpoints

Touch points are the various ways in which you will communicate and educate your prospect throughout the customer journey. This may include email, direct messaging, business events and phone conversations. They will take on board the demographic profile of your prospective customer too. Demographics are to do with location, job, income for example.

If your solution is solving a problem a potential client does not even know they have, education is going to be a key part of your communication process. Bear this in mind as you move forward. Touchpoints should be a secondary consideration to building on the foundation of understanding your customer, as Mckinsey & Company conclude.

“We found that a company’s performance on journeys is 35 percent more predictive of customer satisfaction and 32 percent more predictive of customer churn than performance on individual touchpoints. Since a customer journey often touches different parts of the organization, companies need to rewire themselves to create teams that are responsible for the end-to-end customer journey across functions.” 
McKinsey & Company

You can create a visual template that maps out the customer journey using free tools such as mural. Or you could use microsoft dynamics. Here is an example of a simple design overview.

Source Image: Customer Journey Template

Education

This is an important factor and needs to be done in a way that rather than simply persuade, will help your prospect make an informed decision. This means including the benefits but also the downsides, or who this is not for. This approach helps to build trust, which is at an all time low in general. So be willing to take the time to build trust. An automated way to educate your prospects in a drip feed manner is by the use of an autoresponder. This way you can pre-sequence and deliver content at a reasonable pace.

Autoresponders do not come cheap and increase as your audience grows. The only exception to that which I found is trafficwave.net which keeps a consistent low price regardless of audience size. Better still is Markethive’s free autoresponder which has a one click sign up facility and great deliverability. For a walk through on the setup of this autoresponder watch this video tutorial.

You can combine that with a medium to educate your prospects such as live events or video. You can use audio too if you are camera shy but video is best in a world where trust is at an all time low. Education is where you get to showcase your expertise as to how your offer will significantly benefit your prospect. This may happen in an experiential online or offline event. 

The more you can show rather than just tell, the better.  You want your prospect to be able to experience a different future as a result of purchasing from you. Assistive free tools you can use are zoom’s video conferencing tool to interact, which is free to use for 40 minutes for a maximum of 100. You can also record videos too. OBS is a free video and live broadcasting tool which you can download to your computer and create educational content too. Markethive will shortly be coming out with its own inbuilt video conferencing in due course as it comes out of beta. So watch this space.

Business Failure: No Compelling Offer

When you offer your product it is important that it is a compelling offer, otherwise you will fail on execution. This is where proof of concept comes in.

Proof of Concept

Proof of concept is where you get to test the viability of your product or service through confirmed sales, prior to a full launch. This may come in a break even or beta form, where you give a discount in return for your prospects trial of your offer, and their video feedback for example.

The results can become part of your marketing on a bigger scale later. In the meantime, it is important to bring clarity and confidence to the prospect if they are to buy from you. While it is possible to conduct sales manually, you will also need to consider an online website and payment structure. 

When it comes to websites, your choice will depend on your business model. You could use a simple lead capture page to start with, which will allow you to integrate your chosen autoresponder. Markethive also offers free capture pages. WordPress is a popular free drag and drop website platform with free themes which shape the look and feel of your site. 

You will need a domain name and hosting for your website if you choose this route. You also may need to acquire a bit of technical knowledge to put it together. Here’s a tutorialA less usual but cheaper and faster alternative is amazon S3 web buckets. Canva is also a great free resource where you can use templates to build websites and create graphics to get started.

For a cottage industry, you might prefer to start with a low key way to test the water and build community so one option might be Buy Me A Coffee, which has less of a corporate feel, and where you can connect to a payment provider called Stripe. For payments in general, you can always use paypal, stripe or wise, both of which have an invoice feature, and are global providers.

Business Failure: Insufficient Funding or Lack of Capital

This is a common reason for business failure and many funding attempts fail and are unable to compete with global corporations. However, If you construct your business plan in the manner described in this article, you will stand a better chance because you will have demonstrated a compelling offer to market match.

New funding sources are emerging all the time yet many of the conventional ways still are not working for entrepreneurs. Creativity is needed and it may be that you start simple with a self-liquidating approach where you use a skill as a side hustle to acquire cashflow for your business.

Another consideration that has serious merit is Markethive. Markethive is an example of an innovative ecosystem which has overcome the product to market match, has a compelling offer and a funding solution for the new and existing entrepreneur, in action.

Firstly, Markethive is meeting a demand in the markethive place with a compelling suite of offers in both free and paid membership. Built from the ground up, it is now powered by the blockchain as a social network and inbound marketing ecosystem combined, with free and cost-effective tools to help level the playing field for the entrepreneur just starting out. 

If you need to acquire marketing tools to reduce costs, you get at least $2000 worth of that in the free membership alone, including an autoresponder and lead capture pages to name a couple. You also get rewarded for contribution to the platform. When it comes to cash flow its unique ILP offer [initial loan procurement] provides a paid subscription which gives you even more tools while sharing in the profits of the company as the company grows. 

This unique offer is shortly to expire, so check out all this ecosystem has to offer and see where it might fit your needs. It was built for you. Consider how it will help you future proof your business.

Launch Party

When you finally launch your offer, celebrate! Consider having a launch party where you create a special offer for first time customers.  It is no mean feat to have created an offer to market match and one that is compelling. You have set your business up for success! Although this article has addressed how to get off the mark, the sale is just the start, and it will bode well to remember that. 

How you nurture your client, so that they become a returning customer, where appropriate, is going to be down to how you nurture and support that relationship, as well as the value-added improvements you make to your offer. You will also need to consider how to scale and automate key parts of your business, such as social media content sharing so you can focus on your expertise.  

Also remember to continue to communicate with those who did not purchase. Many buy later in time. Lack of follow through is also responsible for lost sales. According to one report 60% of customers reject offers four times prior to an eventual purchase.

On a final note, the beauty of surveying prospects is that they too can become a part of the journey of your compelling offer, helping you to craft the perfect offer through their feedback. This makes them more than a purchaser, someone who has become part of the creative journey and solution. They are your community, the ones that are likely to act like your marketing arm or ambassador in the future. Look after them and your business success will increase.

 

 

About: Anita Narayan. (United Kingdom) My life's work is about helping individuals to greater freedom through joy and purpose without self-sabotage, so that inspirational legacy can serve generations to come. Find me at my Markethive Profile Page | My Twitter Account | and my LinkedIn Profile.

 

 

 

 

 

 

Five Institutions Trying To Wipe Out The Crypto Industry

Five Institutions Trying To Wipe Out The Crypto Industry 

As cryptocurrency adoption continues, the opposition from institutions that control and benefit from the corrupt financial system that cryptocurrency is in the process of replacing also continues. These powerful institutions have significantly increased their efforts to bring down the crypto sector specifically. 

Below are five organizations that have been working hard to regulate, restrict, subvert, and tear down the crypto industry for the last few years, and it's time to call them out by name. So, how are they trying to do it? Will they succeed? And what will it mean for cryptocurrency?

1: The Bank for International Settlements

The Bank for International Settlements (BIS) is the first institution trying to destroy crypto. This is the self-described bank for central banks. The BIS is based in Basel, Switzerland, and is owned by the 63 central banks that make up its membership. The BIS was founded way back in 1930 and is technically the oldest International financial institution in existence. 

Interestingly, the BIS was supposed to be disbanded in 1944 as part of the Bretton Woods Conference, but it hasn’t happened yet. On its **website, the BIS says this is because the financial elite at Bretton Woods didn't believe the BIS would play a useful role once the IMF and the World Bank had been established. 


**Image source: BIS website

Curiously, however, a memoir by one of the economists present at the Bretton Woods Conference revealed that the institution's intended dissolution was because the BIS had allegedly assisted the Nazis in taking gold and other assets from occupied countries. This was proven true in 2013 when the Bank of England declassified documents about how it helped the BIS and the Nazis take gold from Czechoslovakia. 

Despite this history, the BIS was never disbanded, partly due to influential economists like John Maynard Keynes. Keynes is famous for pioneering so-called demand-side economics; it’s the theory that the demand for goods and services is what causes economic growth and inflation, fundamentally; a view popular with many Central Bankers.

Today, the BIS has undertaken a similarly disturbing role, and that's to assist central banks in developing their respective Central Bank Digital Currencies, or CBDCs. This financial system will give the central banks the power to decide what you can buy, when you can buy it, where you can buy it, how much money you can spend, and even how much you can save. In the words of BIS manager Agustin Carstens, “The central bank will have absolute control…” and “…will have the technology to enforce that control.” 


Image source: Twitter 

Not surprisingly, the BIS is opposed to cryptocurrencies of all kinds, especially stablecoins. This is because cryptocurrency undermines the total control of the currency that its associated central banks are explicitly trying to achieve with their CBDCs, which are essentially direct competitors to stablecoins.

The BIS’s anti-crypto activities have been limited to reports about why cryptocurrencies are bad and why CBDCs are better, as detailed in this article and clearly shows that nobody is buying what they’re selling. Many are skeptical and can see through their agenda; still, the BIS has undoubtedly an incredible amount of influence given its history and the advocacy of central bankers worldwide. 

2: The Financial Action Task Force

The Financial Action Task Force (FATF), an international organization based in Paris, France, is the second institution trying to stymie crypto. It consists of 40 countries and dozens of other international organizations, including the IMF and World Bank. The FATF was founded in 1989 and was initially established to combat money laundering worldwide. 

Its mandate has since expanded to include anything threatening the system's integrity. It achieves this by issuing so-called recommendations about the kinds of financial regulations that countries should implement. The FATF drafted its first set of 40 recommendations one year after it was founded. 

The most infamous of these recommendations is the so-called travel rule, which requires financial institutions to collect detailed information about anyone sending or receiving more than a certain amount of money, usually around $1000. Although the FATF doesn't have the power to write national laws, any countries that fail to comply with its recommendations often find themselves on its grey list or, worse, its black list. 

Being on the former makes it difficult to interact with the Global Financial System, and being on the latter makes it impossible. That's why more than 200 countries have chosen to comply with the FATF's recommendations. 

Now, if you're wondering who writes the FATF’s recommendations, the answer is nobody really knows. That's because the FATF consists of unelected officials who hold meetings behind closed doors, where they decide what recommendations to pass and which countries land on which list. 


Image source: Islamabad Post

The FATF officials are also effectively “above the law,” thanks to the Vienna Convention on Diplomatic Intercourse and Immunities passed in 1961. Under the Vienna Convention, folks like FATF officials cannot be arrested or detained, they cannot be charged with a criminal or civil crime, and they do not have to pay taxes. FATF officials are also not subject to pandemic travel restrictions. 

While it's not precisely clear who decides what the FATF does, it's clear that it has strong connections to the United States, specifically, the United States Treasury Department. As recently as 2018-2019, Treasury served as President of the FATF, and two of the three lead authors of the finalized recommendations for cryptocurrency were from the Treasury Department. The document notes that the United States is the primary driver behind compliance with the FATF's recommendations. 
 
This may explain why the United States isn't on the FATF’s grey list or black list even though up to 40% of all money laundering happens in the USA and why the countries that do end up on the FATF's gray and black lists tend to be at odds with the interests of the United States. 

Given these facts, it looks like the FATF is another financial weapon the United States occasionally uses against its enemies, and it's a weapon that's being used against cryptocurrency as well.  

Having said that, the FATF doesn't actually want to ban cryptocurrency; it just wants no more peer-to-peer transactions and no more privacy and hopes to achieve this by labeling any technology or activity related to these two as high risk. In other words, the FATF wants to turn crypto into another arm of the existing financial system, which the United States, of course, controls. 

However, countries and indeed crypto firms are reticent and slow on the uptake of its crypto recommendations, and it looks like there are a few which might not implement the crypto regulations the FATF wants to impose. This might have to do with the fact that its recommendations don't work in combating illicit Finance. 

The FATF's own statistics suggest it hasn't made a dent in dark money in over 30 years. If this non-compliance by countries continues, it will be difficult for the fat F to achieve its goal in time. After all, if crypto adoption reaches a Tipping Point, it will be impossible for politicians to pass the crypto regulations the FATF wants to see because the people will vote against such politicians. 

It's also possible that by the time compliance starts, the financial system will have fragmented to such an extent that the FATF no longer has any influence. The unprecedented sanctions against Russia have accelerated this fragmentation. 

3: The International Monetary Fund – The World Bank

The International Monetary Fund (IMF) and the World Bank are the third institutions trying to cancel out crypto. The IMF was created as part of the Bretton Woods agreement mentioned above in 1944. The Bretton Woods agreement is where the world decided to make the US dollar the world's reserve currency. More accurately, it's where the world decided that the other currencies would be pegged to the US dollar at a fixed exchange rate, and the US dollar would, in turn, be backed by physical gold. 

The IMF's initial job was to ensure the exchange rates between other currencies and the US dollar remained stable. But after the US dollar officially stopped being backed by gold in 1971, the IMF turned its focus to financial stability worldwide. The IMF achieves this financial stability by issuing loans to countries in crisis to ensure that the situation the country is facing doesn't become an international crisis. 

These loans are known for including all sorts of terms and conditions that benefit certain institutions. Whereas the IMF issues loans, the World Bank provides longer-term financial and technical support to developing countries. You can think of the World Bank as the “unofficial” other half of the IMF, as it was also created as part of the Bretton Woods conference. 

It’s clear that the IMF is firmly aligned with the interests of the United States, simply because the USA has the most voting power of the IMF's 190 member countries. Arguably, the IMF's hatred of cryptocurrency has mostly to do with BTC. That's because Bitcoin is starting to be adopted as legal tender by the kinds of developing countries the IMF is trying to control, notably El Salvador and the Central African Republic. 


Image source: Cointelegraph

This is why the IMF included a clause in its debt deal with Argentina to discourage cryptocurrency adoption. Something that I'm sure is going to become more common as more countries start adopting crypto and BTC in particular. By the way, the clause didn't work, as Argentinians are still adopting BTC and stablecoins to protect themselves from inflation. 

The IMF's report about the decline of the US dollar stated that the IMF knows that central banks around the world are slowly ditching the greenback in favor of alternative currencies and why it's possible other countries could adopt BTC. 

Case in point, the chairman of the Central Bank of Switzerland recently noted that it could hold BTC on its balance sheet once it becomes big enough. At that point, it's only a small step to legal tender status. It's safe to say this is something the IMF doesn't want to see in any developed countries, which is why the institution has seemingly focused its attacks on BTC.

Lately, these attacks have centered around Bitcoin’s energy use, with the IMF claiming CBDCs are superior because they use less energy. What the IMF won't tell you is that Bitcoin’s energy use is negligible in the grand scheme of things. 

4: Wall Street

The fourth institution trying to invalidate crypto is Wall Street, which is more of a collection of established financial institutions rather than a single entity. As almost everyone around the world knows, Wall Street’s power is truly unprecedented, and most of this power resides in a handful of asset managers like BlackRock and Vanguard and mega banks like JPMorgan and Bank of America. 

Notably, the only reason why these asset managers and banks were able to become so prominent is that they're pretty much first in line at the Federal Reserve money printer. They also have unbelievable influence over politics and regulations in the United States and elsewhere.

You may recall that the Securities and Exchange Commission (SEC) allegedly destroyed documents about the 2008 financial crisis when it was supposed to investigate the asset managers and big banks that caused it. 

A 2012 article from The Huffington Post also notes that Wall Street spent more money on lobbying than any other industry between 1998 and 2011. A spending streak that has now been overshadowed by big tech giants like Meta and mega-corporations like Amazon, which are now the biggest lobbyists. 

The IMF even published a paper in 2019 about the regulatory capture of bank lobbying and how it led to the global financial crisis. While the authors argued that regulations resolved these issues, I think it's apparent to the average person that Wall Street has only become more powerful. 

Like the central banks at the BIS, the asset managers and banks on Wall Street do not want to be replaced by cryptocurrency, which is why most of them have historically been anti-crypto. The thing is that the asset managers and banks on Wall Street also don't want to be replaced by Central Bank Digital Currencies either, and these are quickly becoming a more significant threat than crypto. 


Image source: Markets Insider

It’s already been determined that they would effectively cut commercial banks out of the equation. Even though the CBDC Systems proposed by central banks often include commercial banks at the front end, the BIS and its central banks have admitted in multiple reports that it would be next to impossible for commercial banks to remain profitable under such a system. 

Furthermore, the roles asset managers and banks play could easily be filled by companies in the financial technology sector, such as Revolut and PayPal. It's even possible that crypto companies like ConsenSys could play this role. 

Now this leaves only one option for the asset managers and banks: to take control of the crypto industry and leverage its technology to ensure they remain profitable and ideally leverage it to the point that they can continue to compete with fintech companies. So, how can asset managers and banks take control of the crypto industry?

Well, besides investing heavily in centralized projects with close ties to their constituents, asset managers and banks are also trying to control crypto by forcing it to comply with their ESG agenda, which stands for Environmental, Social, and Governance; in other words, total control. 

The inability to control Bitcoin under this framework is ultimately why Wall Street dislikes Proof-of-work. On the other hand, the Proof-of-stake protocol allows them to procure a controlling stake in any crypto project since they have the capital. 

A scary scenario is that they will be able to implement whatever rules they see fit. If everyone ends up using Proof-of-stake cryptocurrencies, the asset managers and mega banks would finally have total control of the financial system, eliminating governance, politicians, and their accountability. 

I think it’s fair to say many crypto companies would oppose such a takeover from the privileged few, but it's essential to be aware of the game being played and the influential people sitting at the table.

5: The World Economic Forum

The World Economic Forum (WEF) is the fifth institution trying to eradicate crypto. A non-governmental organization or NGO based in Geneva, Switzerland. Klaus Schwab founded the WEF in 1971, and he has served as its executive chairman ever since. 

 As its website states, the WEF’s purpose is to “ shape global, regional and industry agendas. The WEF has the power to do this because it consists of over 4,000 of the world's most influential individuals and institutions, including all the ones mentioned in this article. 

In a previous article, I explain its plans for the world, and they are intensely at odds with the average person. It has astonishing ideas such as “you’ll own nothing and be happy,” which comes directly from the technocratic brain of Klaus Schwab himself. 

The WEF is where ESG standards were established. The recent annual meeting in Davos included a few crypto companies and personnel and a series of panel discussions about crypto-related topics. Seemingly, the WEF had cryptocurrency on its radar since 2013, when crypto bull runs started to occur. However, the WEF isn't all that interested in cryptocurrency per se. Its interest is in the powerful technology that cryptocurrencies use. 

A historical example is the WEF’s Tipping Points Report from 2015, highlighting Smart contracts as a point of interest. Note that this report was published not long after Ethereum was created. A more recent example is this year's Davos meeting, where the Metaverse was almost as big a topic as ESG, with multiple discussions and articles produced by the WEF. 

What the WEF wants is to use technology, like Blockchain, Smart contracts, and the Metaverse, to create the dystopia its constituents want. Regarding the Blockchain, the WEF wants to use it for digital ID, social credit scores, and tracking everything and everyone. Also, tokenizing real-world assets so that their ownership can be controlled and engaging in “stakeholder capitalism via proof of stake consensus mechanisms.” 

If you're wondering who the stakeholders will be, Klaus has stated in many interviews and speeches that he created the WEF so that stakeholders could gather. Let that sink in. 


Image Source: World Economic Forum

Now, when it comes to Smart contracts, the WEF wants to use them for things like automated censorship to prevent the purchase of specific goods and services and to create the kinds of incentive structures the WEF wants to see—for example, artificially increasing meat prices to decrease meat consumption.  

When it comes to the Metaverse, the WEF wants to use it to limit population growth, pacify people in developing countries, and in the words of Schwab's closest advisor, Yuval Noah Harari, “…to give all the useless people something to do.” 


Image source: Mind Matters

The 99% Wake Up And Withstand

Fortunately, the world is starting to wake up to what the WEF is trying to do with cryptocurrency and other technologies intended to free rather than enslave the average person. There's no shortage of individuals and institutions starting to push back, including from the world of crypto and the next giants in social and market media, where freedom, liberty, financial sovereignty, and the entrepreneurial spirit are paramount. 

The few that think they have the right to control every living soul are trying their best to extinguish the entrepreneur and oppress their spirit.  A path to self-sovereignty is here with Markethive and brings a whole new level to empower people. Entrepreneurs are the lifeblood of liberty and freedom; liberty and freedom are a gift from God. In today’s world, Markethive is a blessing and unrivaled by any other platform out there today.

 

Reference: Coinbureau.com

 

 

Editor and Chief Markethive: Deb Williams. (Australia) I thrive on progress and champion freedom of speech. I embrace "Change" with a passion, and my purpose in life is to enlighten people to accept and move forward with enthusiasm. Find me at my Markethive Profile Page | My Twitter Account | and my LinkedIn Profile.