MARKET: Customer Interview 5

Brian: Brian originally found me when I was on the cover of the PhillyFit Magazine back in March 2012. We worked together for about a year and then he hired an in-person trainer for a bit before coming back to my online program. 

Here is the embedded audio file:

https://soundcloud.com/skfitlife/market-customer-interview-5/s-kVbyX


Most interesting:
As silly as this sounds, I found it most interesting that I was able to convert a lead from the cover of a magazine to a long-term client with my original website. 

What I would change:
I wouldn't change a thing with how I am doing these interviews... the only things I am going to change is implementing the suggestions my clients are giving me.

MARKET: Buyer Behavior Process

MARKET: Customer Interview 4

Dee: She has been with me for about 3 years now. Like Carol, Dee found me through a google search. 

Here is the embedded audio file:

https://soundcloud.com/skfitlife/market-customer-interview-4/s-GgnCI


Most interesting:
As I mentioned in the first line, Dee found me through a Google search when she was looking for an online program. This was very surprising to me because the online fitness space is SOOOOOO crowded. These interviews have shown me that I actually stand a chance in organic google searches even though about 80% of my clients come from a personal relationship I have with them.

What I would change:
I wouldn't change a thing with how I am doing these interviews... the only things I am going to change is implementing the suggestions my clients are giving me.

Half-Way Reflection

1) What did you learn during this month?

I learned I am glad I launched my business 4.5 years ago and long before I did these exercises otherwise I would have had analysis paralysis and NEVER would have launched my business or left my comfy paycheck as an engineer. 

That being said, at this point in my business, I find these assignments very helpful in taking the experiences I have had and really focusing on where I want my business to go from here. 

2) What do you like about this course?

That we are graded on effort, not content. This gives the freedom to write what you really think versus what you think the right answer is. Like I said in #1, if I were doing this without a track record of success and proof that this business really does work, I would have chalked it up to not possible by now.

3) What don't you like about this course?

It's great to have feedback from classmates, but a lot of the feedback I have gotten comes from their fears and very limited experience in my particular field. While everyone is certainly giving their best feedback, I have to say it isn't unlike the feedback I've been getting from my family, friends, co-workers, and even strangers when they hear "online fitness" over the years. 

4) Do you think it was a fair assumption that this course requires 8-10 hours of work per week? What has been your experience so far and why?

Yes, I would say that is about right. Some weeks require a little more than others. Thank you for the heads up on the interview weeks!!! Between running a business and life, 8-10 hours for one class is challenging. 

5) If it were up to you, what would you change in the course to make it better?

Maybe have the first assignment be to create some sort of video explanation of the business. I realize mine would be a little easier to make a video because I already have social proof, photos, etc., but I think this would give the class a better intro into the business. Non-video people would hate me for that recommendation.

MARKET: Customer Interview 3

Carol: She is an attorney at a biotech start-up. She lives and works in NYC. I still don't know how Carol found my program, but she has been with me for almost 2 years now and I know we share a love of dogs.

Here is the embedded audio file:

https://soundcloud.com/skfitlife/market-customer-interview-3/s-6FjWj

Most interesting:
Carol actually found me without having met me personally. I also liked her idea about an app that incorporates some sort of timer. 

What I would change:
This was different because although Carol and I have worked together online for almost 2 years now, we had never talked on the phone. It was a great experience and makes me want to incorporate more phone calls with my small group coaching clients. I just need to figure out a way to do it without overextending myself.

Transcript:

I expected that how I found the site would be a question and I wish I could come up with some sort of answer.  The truth is I have no idea.  I think I tried to figure out how that happened and I finally gave up.

I think I somehow stumbled across it when I was at the beginning of my midlife/crisis/realization.  I come from a long line of workaholics and I was very unhappy at work.  Having such a big part of my identity not be fulfilling did not feel good and I desperately wanted to feel better.  I was hoping that being healthier and happier would make everything else easier.  After working incredibly long hours I also wanted to push myself to do something other than work.  

I was looking for something to motivate change and help me get to the happy place with happy hormones.  I also did not want something where I had to be at a particular place at a particular time.  If I needed 10 min to relax or spend time with my dog I wanted to be able to do that.  I also liked that not everything was gym dependent.  Whenever I can I like to exercise with my dog.  I feel guilty getting my exercise while he was at home alone.  I could do most of the exercises in my own backyard while he soaked up some sunshine and chased bugs. 

I liked that it was a female oriented program.  I was very concerned with the can I do this.  I think I talked to you about that and thought about doing it with a friend who had a baby recently.  I’m not sure I specifically concerned other programs other than things like P90X.  I have some old joint injuries and a long family history of bad knees so that seemed like a terrible idea

I think your program is a nice mix of motivation (facebook, email etc.) with flexibility.  The FB group and emails keeps health and fitness top of mind.  Plus I love the pictures of Coz and Koal. 

I think that having the challenge start date is probably what pushed me over the edge.  I had to decide otherwise I might have thought about it longer.  I still struggle with not just doing a ton of cardio work, but I get a little better.  I am settling into a new work schedule and pulling out of a fog of way too much work and hoping to get into the groove of doing more of the exercises and hoping to crave foods less.  It is easier for me to eat better when I am working out. 

The one thing I would love is a sort of idiot proof app with the schedule of exercises that I can record on my phone or other device.  I am not a fan of paper and try to avoid it as much as possible.  Being able to watch the video and then do the work out …..maybe with a timer….would be amazing.  Even just the recording of things on the phone would help.  I use some apps (my fitness pal and apple health mainly).  I am very bad about printing things out and brining the paper with me. 

MARKET: Customer Interview 2

Michelle: She is a busy mom with 2 kids, a husband who travels, and she works shift work as a nurse. Michelle and I have been friends for over 13 years and my client for over 4 years. She lives in Seattle, WA.

Here is the embedded audio file:

https://soundcloud.com/skfitlife/market-customer-interview-2/s-oNfGy

Most interesting:
I loved Michelle's suggestion about incorporating a monthly nutrition "game" and her suggestion of play.

What I would change:
This was super easy. Again, I feel very comfortable interviewing people because I do it on a weekly basis for my podcast. 

MARKET: Customer Interview 1

Iana, you will appreciate the intro:). Joanne speaks Russian and sent you a special message. 

Joanne: She is also a busy mom, but works more of a regular 9-5 schedule. She has a new baby and is trying to get back into shape. She was referred to me by a mutual friend. She lives in Columbus, OH.

Here is the embedded audio file and she also answered them via email (below). 
https://soundcloud.com/skfitlife/market-customer-interview-1/s-KjOZh

Most interesting:
While I found all of the information incredibly helpful, the main takeaways were:
1.) She chose my program because she knows ME and wanted that personal connection. 
2.) She noticed the programs she compared me to were more polished and buttoned up in their marketing, but ultimately chose me because I didn't seem so manufactured.
3.) Her recommendations on giveaways "people love free shit" and incentives for activity in the group were spot on and something I can do immediately. This is some of the same advice classmates have given me, but I wasn't sure on the "how". Joanne helped me see the how.

What I would change:
I interview guests for my podcast so I feel like my interview skills are pretty good. I also truly appreciate the feedback I am getting from my clients. They are smart women with impressive resumes and skills. I should have been doing this from Day 1. I did it a little in the beginning but then I was in such survival mode while I was sorting through the rubble of my personal life that I got away from it. 

Need recognition: 

When did you start looking for a fitness program/how long before you purchased did you start looking?

I had a baby in late July, so I knew that getting back into shape was on my horizon; however, actually getting started (the right way) took me longer than I expected. 

Six weeks postpartum, I resumed my gym routine. I built back up my cardio endurance, but I knew that cardio alone wasn’t going to cut it. I also knew that my five push ups here and there was a far cry from where I needed/wanted to be.

Five months postpartum, I purchased SKF.

What made you start looking for a fitness program? What are the most difficult parts of health and fitness for you?

I started looking for a fitness program because:

• I wanted to feel good about myself again: The baby excitement died down, I went back to work and all that was left was a version of myself that I didn’t feel was the best it could be
• I knew that a fitness program could help me address both my physical and mental health
• It adds something different in the ho-hum of my daily routine  

The most difficult parts of heath and fitness are:

• The go-in factor; actually getting to the gym and fighting the urge to give into excuses not to go
• Being patient: Progress doesn’t happen over night, nor did the 60 lbs I gained while pregnant!
• Fighting the perfectionist urge: Forcing yourself to adhere to every little thing increases your chance of quitting and burning out

Information Search:

How did you find SKF? Where else did you look or what else did you try and/or consider before deciding on SKF?

I found SKF because I met Stephanie through a mutual friend. I knew she ran her own fitness business. 

I checked out Lori Harder’s program, but I thought, “Why give someone I don’t know the business versus someone I do know, and someone with whom I could possibly build a friendship?"

Evaluation of Alternative:

What were some of the features you liked about the other option(s) during your search for a fitness program?

I think some of the other programs’ marketing and branding are more robust than SKF. They seem more buttoned-up, and offer more opportunities to live the brand. I am a sucker for the giveaways. If someone says to me, “You get a free hoodie and goal journal when you join,” that totally entices me and makes me feel a part of the club ;-) 

What did you like about SKF better?

It felt more personal and accessible. I felt like I would be getting more than just downloads. The other programs were just programs (too commercialized) w/out the personal touch.

Purchase:

What finally prompted you to purchase your first 12 weeks with SKF? 

What motivated me to purchase SKF were Twizzlers. Yes, Twizzlers. One night, my wife and I went to the movies, where I ate an entire pack of them: Yum and DONE. 

When we got home, I realized that in order to achieve the health and fitness goals I had, I was going to need some help. I had been checking out SKF for several weeks, but it was the night of the Twizzlers when I made the purchase.

About how long had you been thinking about joining before you purchased?

2-3 weeks.

What was holding you back from purchasing sooner?

I knew that purchasing SKF  meant I had to get my ass in gear. If I made the purchase, the struggle would be REAL! Also, it’s an investment, albeit cheaper than a trainer at the gym.

Post Evaluation:

Which things surprised you about SKF? Example: you didn't realize how much you would actually use a private FB group with other members, etc. 

• I didn’t realize how much I would learn about what makes a workout effective
• I didn’t know that SKF would be 10x more enjoyable than going to the gym w/out a plan
• I didn’t realize how empowered I would feel to post a before and after pic on my Facebook
• I didn’t realize what a good mood doing the workouts would put me in

What would you like to see changed in SKF?

• Improved app w/ more direct link to videos so you can quickly reference in the gym 
• Way to access workouts more directly from app
• Perhaps provide a guided journal as a welcome gift to new members b/c journaling is so helpful. I started using this: https://pandaplanner.com/home
• Sometimes, it gets old seeing the same old accountability pictures. So, maybe there could be weekly/monthly challenges, like post a selfie doing/accompishing a goal from your vision board (ex: taking a new class or doing Yoga outdoors)
• Perhaps incentivize the challenges, like the more goals you accomplish in a given amount of time, you get a prize (tank, water bottle, towel, etc.)
• I think people want to live the brand and SKF needs to be more prescriptive about how to do this. I think it’s an easy solve: sell shit! Sweatshirts, tanks, water bottles, etc. :-)