In the third stage of growth, after making the necessary modifications to our business model and operations, we decided to take the next step and expand our services to a new market: New York City.
I had the opportunity to live in New York from 2017 to 2019 and while I was living there in a private building I realized that many buildings there have indoor private pools. I saw this as an opportunity to replicate what I had been doing in Colombia, but in a new market.
To begin..
Market research
I thoroughly researched the competition in New York, both physical schools and online platforms that offered personalized services. I analyzed their websites, rates, and communication methods.
Keyword research
Next, I conducted a keyword analysis and evaluated the competition for existing sites by keyword in order to identify what was already on the market, their shortcomings, and how to differentiate myself. Instead of copying what was already being done, my aim was to stand out by offering something unique.
The target market...
For this version of our business, I targeted residents of buildings with private indoor pools, primarily luxury residences where high-level prospects lived. I identified that this market could gave us the freedom to make a more flexible price structure and a brand strategy that evokes exclusivity and quality.
The result was...
That we strived to expand our business by creating a new website that effectively showcased our personalized and group swimming lessons, setting us apart from our competitors. Our new strategy aimed at reaching our target users by promoting our website on social networks, optimizing it for search engines, and providing a clear call to action to book classes
You can see the website here
Regrettably..
We encountered significant obstacles during our website launch and company expansion due to the impact of the COVID-19 pandemic and immigration laws. The outbreak of COVID-19 coincided with our plans, compounding the difficulties we faced and making it even more challenging to achieve our goals.
