Ling Mukiri

Final capstone project: pressure cookers 1. Target Persona ◦ Name: Grace Njoroge ◦ Age: 38 ◦ Gender: Female ◦ Occupation: Working Mother & Homemaker ◦ Goals: To prepare healthy, home-cooked meals for her family efficiently, save time on cooking and fuel (electricity/gas), and simplify her busy daily routine. ◦ Pain Points: Struggles to cook tough cuts of meat and legumes quickly, worries about preserving nutrients in food, feels overwhelmed by long cooking times after a full workday, and is cautious about kitchen safety. ◦ Buying Motivations: Time-saving, health benefits (nutrient retention), cost savings on fuel, and durability of kitchen products. ◦ Preferred Channels: Instagram and Facebook for inspiration and reviews, WhatsApp for direct communication, and email for promotions. She also values word-of-mouth recommendations from other mothers. 2. Landing Page ◦ Headline: "Reclaim Your Evenings: Cook Nutrient-Rich Meals in Half the Time." ◦ Sub-headline: The last pressure cooker you'll ever need. Safer, faster, and more efficient for the modern Kenyan family. ◦ Key Benefits (Bullet Points): ▪ Cooks up to 70% faster, saving you time and money on fuel. ▪ Preserves more vitamins and minerals for healthier family meals. ▪ Features 10 safety mechanisms for complete peace of mind. ▪ Perfect for tenderizing meat, cooking beans, and steaming vegetables. ▪ Durable, premium stainless steel. ◦ Visuals: ▪ Hero image: A smiling woman (like Grace) effortlessly using the pressure cooker in a modern kitchen. ▪ Testimonial quotes with photos. ◦ CTA: A prominent "Shop Now & Save 10%" button that leads to a checkout page. 3. SEO Plan ◦ Target Keywords: 1. buy pressure cooker in kenya 2. best pressure cooker nairobi 3. fast cooking pot 4. stainless steel pressure cooker 5. electric pressure cooker kenya 6. kitchen appliances for saving time 7. how to cook beans fast • On-Page Tactics: 8. Meta Title: "Premium Pressure Cooker Kenya | Save Time & Fuel – Mimi's Treasures" 9. Meta Description: "Tired of long cooking times? Our durable pressure cooker cooks meals 70% faster, preserves nutrients, and is built for safety. Shop now with free delivery in Nairobi." • Content Ideas: ◦ Blog Post: "5 Weeknight Dinners You Can Make in 30 Minutes With a Pressure Cooker" ◦ Recipe Guide: "The Ultimate Guide to Cooking Beans and Lentils" ◦ FAQ Page: Addressing safety, usage, cleaning, and warranty. • Off-Page Tactics: ◦ Partner with Kenyan food and lifestyle bloggers for reviews and backlinks. ◦ List the business in local online directories (e.g., HeyFoodNairobi). ◦ Encourage happy customers to share their experiences on social media. 4. Ad Campaign • Ad Objective: Conversions (Purchase). • Sample Ad Copy: ◦ Headline: "Dinner, Done in 15 Minutes." ◦ Primary Text: "Imagine coming home from work and having a tender beef stew ready before the kids finish their homework. With Mimi's Pressure Cooker, it's possible. Save time, save fuel, and serve healthier meals. 👩‍🍳💨 #EasyCookingKE" ◦ CTA Button: "Shop Now" • Visual Mockup: A vibrant, short video (Reel) showing a quick time-lapse of ingredients going into the pot and a delicious meal being served, all in under 30 seconds. • Budget & Timeline: Ksh 15,000 for a 4-week campaign. Focused on users in Nairobi, aged 28-45, with interests in cooking, parenting, and home appliances.(60%facebook ads,40% google ads) • KPIs: Click-Through Rate (CTR), Cost Per Purchase (CPP), Return on Ad Spend (ROAS). 5. Email Sequence (8-Day Frequency) 1. Welcome Email • Subject: Your 10% Off & Easier Cooking Start Here! • Content: Welcome to the family, Grace! To thank you for joining us, here is a 10% discount code: WELCOME10. Use it on our durable, time-saving pressure cookers and turn long recipes into quick, healthy meals. • CTA: Shop The Pressure Cooker 2. Promo/Educational Email • Subject: Beyond Stew: 3 Surprising Pressure Cooker Meals • Content: Your new kitchen essential can do more! 👇 ◦ Creamy Yogurt in 10 mins (hands-off) ◦ Moist Cake in 25 mins ◦ Fall-off-the-bone Whole Chicken in 30 mins Ready to get creative? • CTA: See Recipes & Shop Best-Seller 3. Cart Abandonment Reminder • Subject: Forgot Something? Your Fast-Track Dinner Awaits! • Content: Your pressure cooker is waiting to save your evenings. Complete your order in the next 24 hours and we'll add FREE DELIVERY to Nairobi. • CTA: Complete Your Order Now 4. Loyalty Email • Subject: A Special Thank You Just For You 💖 • Content: As a valued member of our community, you get exclusive perks. Enjoy 15% OFF your entire next order on us. Thank you for trusting us with your family's meals. • CTA: Claim Your Reward ◦ . 6. Analytics Dashboard • Key Metrics: 1. Website Traffic (Sessions, Users) 2. Conversion Rate 3. Email Open Rate & Click Rate 4. Return on Ad Spend (ROAS) 5. Customer Acquisition Cost (CAC) • Tool: Google Looker Studio (formerly Data Studio). • Mock Dashboard Components: 1. Scorecards on top for key numbers: Total Revenue, Conversion Rate, ROAS, CAC. 2. Line Chart: Website Sessions & Conversions over time. 3. Pie Chart: Traffic Source Breakdown (Organic, Social, Email, Paid). 4. Bar Chart: Performance by Campaign (ROAS). • How Insights Guide Optimization: 1. If ROAS for Facebook ads is low, we will A/B test new ad creatives or adjust audience targeting. 2. If the email open rate drops, we will test new subject lines or send times. 3. If a specific landing page has a high bounce rate, we will redesign the layout or clarify the CTA. 7. Presentation Notes • Persona: We're targeting Grace, a busy working mom who values efficiency and health for her family. • Landing Page: Designed to immediately address her pain points (time, health) with a strong, discount-driven CTA. • SEO: Focused on capturing high-intent local search traffic looking to buy a pressure cooker. • Ad Campaign: Uses visually compelling video on platforms where Grace spends her time, with a clear message of time-saving. • Email Sequence: Builds a relationship, educates, and incentivizes purchases at key moments in the customer journey. • Analytics: We will track performance meticulously to ensure every shilling spent is driving a return, allowing for continuous improvement. • Key Takeaway: This campaign will successfully sell pressure cookers by speaking directly to the needs of the modern Kenyan homemaker, offering a tangible solution to a common daily struggle, and building trust through a multi-channel, data-driven approach.