# FreshClean B2B Targeting Plan v1

## Priority customer segments (UK-first)

### Tier 1 (fastest ROI)
1. **Contract cleaning companies**
   - Why: high chemical volume, margin pressure, repeat use.
   - Offer angle: lower freight/storage + refill economics.
2. **Facilities management providers**
   - Why: multi-site operations, procurement-driven decisions.
   - Offer angle: standardised refill SOP + reduced waste.
3. **Janitorial/hygiene distributors**
   - Why: channel multipliers for industrial and SME accounts.
   - Offer angle: differentiated eco/cost product line.

### Tier 2 (high value, longer sales cycle)
4. **Hospitals / healthcare estates**
5. **Airports / transport hubs**
6. **Supermarket chains and retail estates**

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## Core messaging by segment
- **Operations managers**: “Stop transporting water. Simplify stock and refills.”
- **Procurement**: “Lower total delivered cost per usable litre.”
- **ESG/sustainability teams**: “Less plastic and freight footprint.”
- **Cleaning supervisors**: “Simple 4-step process, easy training.”

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## Recommended channels

### Immediate
- LinkedIn outbound (Ops Manager, Facilities Manager, Head of Procurement)
- Distributor outreach pack (one-page value sheet + video 1)
- Email sequence to cleaning/facilities firms with animation embeds

### Near-term
- Trade associations & sector newsletters (FM, cleaning, healthcare estates)
- Paid LinkedIn lead gen (case-study + short animation clips)
- On-site demos / pilot program offers (2–4 week trial)

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## Offer architecture
1. **Pilot Pack (B2B trial)**
   - Starter tub + refill bottles + SOP card + training video
2. **Scale Pack (multi-site)**
   - Volume pricing + reorder cadence + reporting template
3. **Distributor Pack**
   - White-label collateral + reseller margin grid + shelf-ready smaller tubs

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## Qualification checklist (before outreach)
- Can we evidence “up to 1600 bottles” by dilution table?
- SDS / COSHH documentation ready?
- Core price anchors approved (per refill / per litre equivalent)?
- Pilot terms fixed (duration, minimum order, support)?

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## Next outputs to prepare
- 1-page B2B sales sheet (cost + waste + logistics proof points)
- 3-message outreach sequence for LinkedIn/email
- 30-second “problem/solution” cutdown from Animation 1 for prospecting
