This go-to market strategy deck is for the online service Honor. Honor, an in-home care service marketplace, had not launched and needed a strategic plan to launch their service from a few households to the Bay Area, and beyond. In this deck, I split the proposed strategy into a seed-, growth-, and scale stage, introducing goals, objectives, action items, and relevant metrics per stage.

1. Honor
Go To Market
Tobias Kemper 3/24/2015

2. Disclaimer:
This go-to market strategy deck was prepared for a marketing role
at Honor as part of the interview process. Ultimately I pursued
another opportunity.
Situation:
Honor, an in-home care service marketplace, had not launched
and was looking for a marketing lead to develop and execute a
strategic plan to launch their service from a few households to the
Bay Area, and beyond.
In this deck, I split the proposed strategy into a seed-, growth-,
and scale stage, introducing goals, objectives, action items, and
relevant metrics per stage.

3. Overview
• Go To Market Framework
• Deep-Dive on Referral Partners
• Promotions
• Recommended Staffing

4. Driving Values
• Control — Safety
The ability to take charge and
solve of an urgent problem
anytime, quickly and safely.
• Quality — Relief
The knowledge that you or your
loved one is being taken care of
by a trustworthy professional.
• Independence — Security
The security of being able to
preserve independence and
dignity of the family member
privately and securely.

5. Go To Market Objective
Serve 10 homes starting April 2015.

6. Go To Market Goals
Pre Pilot > Pilot > Ext. Pilot > Launch
Goals
• Discover/receive
overwhelming
demand
• Deploy the best
caretaker team in
the industry
• Hire the most
passionate team
members
• Receive 100%
positive feedback
on service
• Deliver fail-proof
platform
• Be the most
credible provider
to partners
• Keep customers
coming back
• Have all carepros
become Honor
evangelists
• Become the de-
facto in-home
care provider
• Position Honor as
Best-In-Class
Service
• Honor
synonymous with
In-Home care
• Have all
customers
become Honor
ambassadors
Start Date March 24 April 30 June 30 October 1

7. Pre-Pilot
Goals Objectives Tasks
Discover/receive
overwhelming demand
Gauge/build demand to
cater to 10 homes
• Launch teaser page for customers to gauge
demand
• “Be Ready” campaign (blog/email)
• Solicit partner feedback from interviews
• Provide incentive benefit (free appointment
hour)
• Engage trusted network to drive awareness
Deploy the best
carepro team in the
industry
Ensure qualified supply
to match demand
• assess required training resources/methods
• build on boarding template for caretaker
staff
• interview/hire carepros
• develop code of conduct
• build on boarding template for caretaker
staff/customers
Hire the most
passionate team
members
Identify and assemble
key staff
• set success metrics and requirements
(retention rate, speed of engagement, site
traffic)
• hire key staff members (customer/carepro/
support)
• develop marketing collateral for customers/
carepros/partners
• prioritize partner engagement
• define Tier 1 Support strategy
Prepare soft launch. Build for quality.

8. Pre-Pilot: Example -
Demand Gen
Campaign to gauge demand and raise awareness.
Email 1 Email 2 Email 3 Email 4
Objective • Obtain 20 requests
• increase requests by
10% from start date
• drive traffic to blog
• increase requests by
10% from April 1
• increase requests by
10% from May 6
Audience
• friends & family
• investor network
• purchased/built list
• friends & family
• investor network
• any new requests
• purchased/built list
• friends & family
• investor/partner
network
• any new requests
• friends & family
• investor/partner
network
• any new requests
Topic/
Content
“Be Ready”
• proactive future
planning
• incentive
What You Need to
Know About Aging
• what are your
resources
Meet Honor’s Carepros
• inspirational promise
• certified/qualified
Meet Honor at
MajorEvent
• hear our story
• ask anything
Call to Action
• Get notified at
joinhonor.com
• Find out at
joinhonor.com/blog
• Watch her story at
joinhonor.com/blog
• meet us at event
• register at
joinhonor.com
Start Date April 1 April 22 May 6 May 27

9. Pilot
Serve 10 homes. Deliver on promise.
Goals Objectives Tasks
Receive 100% positive
feedback on service
Successfully complete
real world use cases
• complete assessment/care/
feedback/communication
• communicate training to carepros
(workshop: memory care, CPR,
senior nutrition)
• execute code of conduct
• measure speed of engagement
• deliver marketing materials for
carepros, partners and customers
Deliver fail-proof
platform
Validate platform
logistics
• complete onboarding/
(re)scheduiling/fill-ins
• review reporting to asses usage and
adoption
• adjust copy and revise UI for web
and app
• test escalation process
Be the most credible
provider to partners
Engage partners
through introduction
and feedback
• set up face-to-face meetings
• introduce Honor
• ask for advice
• request feedback

10. Extended Pilot
Expand to 30 homes. Make a difference.
Goals Objectives Tasks
Keep customers
coming back
Understand customer
supply and demand
balance
• identify and address customer pain
points
• identify key benefits
Have all caretakers
become Honor
evangelists
Build caregiver
incentive program
• pick key staff as mentors
• build “Masters” class career
program
• build out Carepro Dashboard
(analytics)
• identify and address caretaker pain
points
Become the de-facto
in-home care provider
Define positioning
• create awareness launch plan
• communicate value prop to partners,
community and early press
• revise marketing collateral
• create multimedia content
• develop FAQs
• compare update to initial metrics/
goals

11. Deep Dive on Referral Partners
Meet & Greets. Launch prep.
Entity Examples Contact Collateral
Private Healthcare
• San Ramon Regional Medical
Center
• John Muir Medical Center
• Kaiser
• Sutter Senior Services
• Antioch Senior Center
• contact senior care department
head
• drive awareness
• requires nurture
printed collateral
• we are here to help with
demand
Public
• Contra Costa Health Services
• Contra Costa Employment &
Human Services
• Ombudsman
connect with
• head of Aging & Adult
Services, and
• Director of Health Services
• requires nurture
printed collateral
• we are here to support the
community and meet the
growing demand
Community Based
Organizations
• AARP
• HICAP
• American Heart Association
• Meals on Wheels
• referral program w free
assessment incentive
• regular updates
• we are here to support the
community and meet the
growing demand.
• custom landing page
Business
• Contra Costa Senior Legal
Services
• Shuddle
• Lawyers for the Elderly
• Senior Home Remodelers
• Home Security Service
Providers
• referral program w free
assessment incentive
connect with
• community manager
• marketing manager
• regular updates
• let’s cross promote our services
• custom landing page
Directory
• CCC Senior Citizens Directory
• CCC HICAP
• PrimeBuyersReport
• email publisher
• referral program with incentive
• custom landing page

12. Official Launch
Goals Objectives Tasks
Position Honor as
Best-In-Class Service
Launch service with
testimonials,
endorsement, and
press backing.
• present case studies
• highlight video interviews
• quote testimonials
• run Facebook awareness campaign
• promote/sponsor e-Newsletters
• deliver positive Glassdoor profile
• feed review sites
Become synonymous
with In-Home Care
Be recognized by top
tier press, government
and community
partners.
• PR (print, online, TV)
• eNewsletters
• announce official partnerships
• partake in social campaigns
• drive Paid Search promotions
• event engagement (speaking)
• engage city colleges (campus event
booths)
Have all customers
become “Honorary”
ambassadors
Establish “Customer
Councils”
• identify outspoken customers as
evangelists
• set up social platform to share tips
and resources
• community event sponsoring
• build Resources page
“Take Care” campaign.

13. Campaigns
• Facebook
- Caretaker recruiting campaign
- Awareness/branding campaign to 40-55 year olds
• SEO
- Website: Custom content pages
- Blog: How-To, Best of, Resource series
- Webinar series: Take Care - What you need to know
- Guest posts on Quantified Self blogs
• Events
- 5th Annual Community Health Fair
- 2015 Contra Costa County Fair
- We Love Seniors Day
• eNewsletters
- WebMD, EverydayHealth Senior, MedicineNet
• Paid Search
- brand terms
- keywords
- competitor terms
A/B test. Rinse. Repeat.

14. Recommended Staffing
• Product Marketing Manager - Carepro/Customers
- Content production
- Digital marketing (blog, videos, site content, case studies)
- Social media advertising
• Community Manager - Carepro Success
- Caretaker acquisition and on boarding
- Healthcare professional
- Community development/outreach
• Community Manager - Customer Success
- Customer acquisition and on boarding
- Healthcare professional
- Community development/outreach
• Tier 1 Support Manager
- healthcare professional
- 24/7 support line
• Intern
- to support the above
• Data Scientist
- supply/demand balance
- price testing
- retention rate
- key interactions
- speed of engagement