CUSTOMER SEGMENTATION

Since the beginning, our team chose to work with expats as the target audience because we wanted to connect our idea for the brand with people with similar needs and wants. As expats are people who move to a new country other than their own for work or education, we decided to work with them and hopefully be able to reach more by spreading our brand. After the solution interviews, we noticed we needed to be narrower with the target group. Therefore, we decided to narrow the segment, from 18 to 27, to 18 to 24, and we reached people at that age. We noticed they needed help with the same things we offered: service, documentation, legalization, and translation. Our main idea for the brand was to help them with their needs and wants, so we focused on these needs and created a safe and friendly environment for all of them.

Validation

At the end of the project, we kept the target group of expats, where we focused on the age gap from 18 to 24 as a conclusion from all the interviews and the survey we made. Most of the people we interviewed were between this age, and all of them had a side job, so we concluded we wanted our target audience to consist of expats who work and study. At the same time, we expanded the audience with the services we were offering through the channels we decided to use at the end.

VALUE PROPOSITION

After creating the first value proposition and having the solution interviews later on, we needed help inventing a new, better version of the current one. We wanted to make a unique value proposition that could connect to the people we wanted to reach. We had a couple of different versions, but they needed to touch our audience more than we were willing. However, after gathering all the solution interviews, our team made a meeting. Next, we examined the answers in the solution interviews. Eventually, we came up with this statement: "As a trusted partner for expats, our brand offers more than just documentation, legalization, and translation services. We understand the challenges and complexities of moving to a new country and provide personalized services to help expats feel welcome, safe, and connected in their new homes. From cultural orientation to networking events, we aim to create a supportive community that empowers expats to thrive in their new environment, no matter where they come from."

Validation

As a result of all the gathered interviews, we noticed that people we showed our website to were satisfied with the new value proposition. They understood the meaning behind it and were more willing to understand more about the services we were offering. In conclusion, we stayed with this value proposition as a final version.

CHANNELS

Soon after we started developing our Instagram page, we noticed we would need help developing another three platforms, and the content would get repetitive. That's why we asked in the solution interviews if people were okay with having Instagram and Facebook pages, and the answers were positive. They said they thought these were the main channels expats use to search for our services, so we used these two channels to advertise our website. As we have a website, we had to use these channels to promote it so people interested in getting to the website can find the information they need there.

Validation

We are now focusing mainly on Instagram and trying to expand our Facebook page, even though it is more challenging to reach people on Facebook nowadays. Surprisingly, with our Instagram page, our team achieved our marketing goals, and we are satisfied with the results as we got enough people on this channel. The plan is to make more people look into our website as it's finalized and ready to be used.

CUSTOMER RELATIONSHIP

As we had the first interviews, we noticed people want our brand to interact more with them as we stand for connection with them. We wanted a long-lasting customer relationship, which improved after the solution interviews. The interviewed contestants mentioned that they would like to talk to our team in person whenever they have questions regarding documents when moving abroad. That's why we considered this and ensured we understood our customers' needs and, based on their questions, resolved any issues or concerns that may arise. At the same time, from the solution interviews, we concluded that people would like to receive the information in English as this is the most used and preferred language.

Validation

At the end of the project, we are happy with the outcome in terms of the customer relationship as we were able to reach many people from our Instagram page who were interested to find out more about our brand and suggest our services to their friends who will be moving soon to the Netherlands. Also, our whole brand is in English which is understandable for everyone, and we made sure to have a team and specialists who are English speakers, so it would be easier for expats to communicate and create a better relationship.

KEY RESOURCES

After the solution interviews, our team worked more on the key resources knowing they are an essential asset to our brand. Unfortunately, at that moment, we only had human resources as a possible key resource. Still, after the interviews, we had nice recommendations to expand the key resources more by allowing valuable and trustworthy document management software to speed up the processing and archiving of papers and guarantee their confidentiality and security. Also, we decided to hire someone who can translate specific documentation so our target audience doesn’t feel frustrated by translating it themselves.

Validation

Ideally, we want to expand our brand by creating a workspace where people can come to us and get their help in person. We still need to work on achieving this, but so far, the team we are having is enough, as we still don’t have as big an audience as we might need if we are willing to open an office.

KEY Activities

Initially, we struggled with the key activities because we didn’t have a developed brand yet. We wanted to understand what key activities our contestants would like to see. We included such questions in the solution interviews. Their responses were valuable to us, and we started working on making more activities than investing in marketing. We became more invested in posting content on our social media and doing more research on the needs and wants of our customers. We also surveyed to understand more about the expats who could use our services.

Validation

At the end of this project, we are happy to say that our community is expanding more based on the findings we gathered and based on the solution interviewees whenever it was told a consistency in the posts made for our channels is essential to keep the attention of our customers, we invested more time in with validating two certain days for posts on both Instagram and Facebook, with specific timing. In conclusion, we offer personalized service so our expats can feel understood and welcomed, up-to-date information, and prompt response times.

KEY Partnerships

For key partners, we are still trying to find companies to collaborate with as our brand Is relatively new, and we would need some more time to develop this block, but the results are promising. Based on the solution interviews, we concluded it would be nice for our brand to have such a partnership with external companies, so it would be easier if our target group had specific questions our team couldn’t answer. Given the idea to these companies, eventually, they will be willing to work with us as we will contribute to their income as well. Most importantly, we will be able to help the target audience we both have as parties.

Validation

We tried to reach out to some companies who work with legalizing documents, and we believe we are on the right path. Also, we were looking for a possible employee who could help translate documents from Dutch to English as it will be easier for expats as mentioned above. Ideally, we aim to work with external companies for the most outstanding results.