Background
Simply Hormones was founded by Kathryn Colas whose mission is to educate as many people as possible on the symptoms, effects and ways of managing the menopause. She has become an authority on the subject and has appeared on BBC, ITV and Channel 5 as well as writing a book on managing the menopause.
Kathryn is the face of the business, with a team of associates, administrators and third-party suppliers.
The Challenge
Kathryn approached us in January 2020 with the aim of wanting to attract more business. Although there was a lot of marketing activity taking place it lacked focus and was not generating the business she wanted and needed to grow. She felt there was no clear plan.
Approach
We started with a discovery workshop where we went back to the basics of marketing, identifying:
- Simply Hormones’ ideal client
- The target message for that ideal target client
This identified two target clients: individual women and women in business environments. As the main business objective was to educate as many people as possible it was decided the latter target sat more closely with this objective. She had previously been investing a disproportionate amount of resources in attracting individuals.
Kathryn wanted to offer one-to-many training to businesswomen and their male colleagues to help prevent women in senior positions from leaving due to menopause symptoms.
To achieve this, she needed a new message and to pivot the business, using the tools she already had at her disposal, to target larger organisations and reach larger groups of women and men.
Result
With this insight, we then created a strategic plan which included:
- Named ideal clients
- Packages to get the service to market
- Strategy for programme delivery
- Tools for digital delivery
This strategic plan enabled Kathryn to pivot her business, guiding her through the process of refocusing to be in line with her general business mission.
Since Kathryn’s business has continued to go from strength to strength and in 2022 she opened Kathryn Colas Academy, a long-time business goal.
I can’t tell you what a difference Su Copeland has made to my business. Every conversation we have opens new opportunities and spurs me into action! The way I now view my business is something I’ve been trying to do for years. I now have a much clearer idea of my objectives and the strategy to use. There is a new focus where I can now review our different service and learning levels (products) and where adjustments can be made for repurposing to benefit the client in a more practical way.
Kathryn Colas, Founder and CEO Simply Hormones
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