MBA DM Deliverable Toolkit
Use this pack with the grading rubrics. Each week includes:
- A copy-paste template
- A filled sample (Valley Home Care — fictional Kathmandu AC/plumbing SME)
- A quick submission checklist
Naming: mba-dm-week-[number]-[yourname] · Include name + date at top · Label screenshots.
Samples vs proof: Valley Home Care below is a teaching sample. For published Nepal numbers, use the Case Readings Map.
Week 1: Strategy Brief + Customer Journey Map
Template
Business Concept:
Primary Objective (one sentence):
Target Persona:
- Demographics:
- Pain Points:
- Desired Outcome:
Customer Journey:
- Awareness:
- Consideration:
- Conversion:
North Star Metric:
Supporting KPIs:
1.
2.
3.
Filled sample — Valley Home Care
Business Concept: AC repair & plumbing for homes in Kathmandu Valley
Primary Objective: Book 40 paid service jobs per month within 90 days
Target Persona:
- Demographics: Homeowners 28–45, Kathmandu/Lalitpur; dual-income
- Pain Points: Unreliable technicians, unclear pricing, slow response in heat/monsoon
- Desired Outcome: Same-day or next-day trusted visit at a clear price
Customer Journey:
- Awareness: Meta video of monsoon AC failure; Google “ac repair kathmandu”
- Consideration: Landing page + Google reviews + WhatsApp FAQ
- Conversion: Form or WhatsApp → booked slot → SMS confirmation
North Star Metric: Booked paid jobs / month
Supporting KPIs:
1. CAC ≤ NPR 2,500
2. Form/WhatsApp → booked rate ≥ 35%
3. Search ROAS ≥ 3× on branded + repair terms
Submission Checklist
- Objective is specific and measurable (NPR if money)
- Persona is realistic and focused
- Journey steps are practical
- KPIs align with LTV ≥ 3× CAC target where relevant
Week 2: Live Sandbox URL + CRO Basics
Template
Live URL:
Platform Used (Google Sites/Carrd/Webflow/etc.):
Value Proposition Headline:
Primary CTA:
Secondary CTA:
Conversion Elements Present:
- Social proof:
- Lead form:
- Mobile responsiveness:
- Page speed check:
Filled sample
Live URL: https://sites.google.com/view/valley-home-care-demo
Platform Used: Google Sites
Value Proposition Headline: Same-day AC repair in Kathmandu — clear price before we start
Primary CTA: Book a technician
Secondary CTA: Chat on WhatsApp
Conversion Elements Present:
- Social proof: 3 anonymised review quotes + “Licensed technicians”
- Lead form: Name, phone, area, AC/plumbing
- Mobile responsiveness: Checked on phone preview
- Page speed check: Compressed hero image; no autoplay video
Submission Checklist
- URL is accessible without login
- CTA is clear and visible
- Mobile layout is usable
- Form or WhatsApp capture works end-to-end
Week 3: Keyword Map + On-Page SEO
Template
Primary Keyword:
Secondary Keywords:
1.
2.
3.
Search Intent per Keyword:
- Primary:
- Secondary 1:
- Secondary 2:
On-Page Updates:
- Title tag:
- Meta description:
- H1:
- URL slug:
Filled sample
Primary Keyword: ac repair kathmandu
Secondary Keywords:
1. ac gas refill kathmandu
2. emergency ac service lalitpur
3. split ac repair near me
Search Intent per Keyword:
- Primary: transactional / local
- Secondary 1: transactional
- Secondary 2: transactional / urgent
- Secondary 3: transactional / local
On-Page Updates:
- Title tag: AC Repair Kathmandu | Same-Day Service | Valley Home Care
- Meta description: Book trusted AC repair in Kathmandu & Lalitpur. Clear pricing, licensed techs. Call or WhatsApp today.
- H1: Same-day AC repair in Kathmandu
- URL slug: /ac-repair-kathmandu
Submission Checklist
- Keywords match business offering
- Intent classification is correct
- Title + H1 are not duplicated blindly
- Meta description is action-oriented
Useful resource: MBA DM SEO Checklist
Week 4: SEM Campaign Plan + Ad Variations
Template
Campaign Objective:
Budget (Daily/Weekly):
Ad Group 1:
- Keywords + match type:
- Negative keywords:
Ad Group 2:
- Keywords + match type:
- Negative keywords:
Ad Copy A:
- Headlines:
- Descriptions:
Ad Copy B:
- Headlines:
- Descriptions:
Bid Logic (why this bid level):
Filled sample
Campaign Objective: Leads — booked AC repair calls
Budget: NPR 2,000/day test (Search only)
Ad Group 1: AC repair Kathmandu
- Keywords: [ac repair kathmandu], "ac repair kathmandu", "split ac repair"
- Negatives: free, diy, job, salary, course, pdf
Ad Group 2: Emergency / gas refill
- Keywords: [ac gas refill kathmandu], "emergency ac service"
- Negatives: wholesale, spare parts only, manual
Ad Copy A (speed):
- Headlines: Same-Day AC Repair Kathmandu | Licensed Technicians | Book in 2 Minutes
- Descriptions: Clear price before work starts. Kathmandu & Lalitpur. WhatsApp or call.
Ad Copy B (trust):
- Headlines: Rated Local AC Repair | Warranty on Work | Valley Home Care
- Descriptions: No surprise fees. Real reviews. Request a visit today.
Bid Logic: LTV ≈ NPR 12,000 per annual customer relationship; target CAC NPR 4,000 (3× rule).
Assume 8% click→book → max CPC ≈ NPR 320. Start lower; raise only if QS ≥ 6.
Submission Checklist
- Objective and keyword intent match
- Negative keywords reduce waste
- Copy variants test different angles
- Budget logic references LTV:CAC in NPR
Useful resource: MBA DM Google Ads Reference
Week 5: Meta Campaign Plan + Creative Draft
Template
Campaign Objective (Traffic/Leads/Sales):
Audience Type (Core/Custom/Lookalike):
Targeting Details:
Placements:
Budget:
Creative Draft:
- Visual concept:
- Primary text:
- Headline:
- CTA:
Test Plan:
- Variant A:
- Variant B:
Filled sample
Campaign Objective: Leads
Audience Type: Core (cold) + remarketing Custom later
Targeting Details: Age 27–50; Kathmandu + Lalitpur; interests home improvement / AC brands; exclude cheap “DIY repair” if available
Placements: Advantage+ with manual check that Audience Network junk is limited
Budget: NPR 1,500/day
Creative Draft:
- Visual concept: 15s phone video — monsoon heat, broken AC, tech arriving, smiling homeowner; text overlay “Book today”
- Primary text: AC dead in Kathmandu heat? Valley Home Care sends licensed techs with clear pricing. Message us to book.
- Headline: Same-day AC repair
- CTA: WhatsApp / Learn more → landing page with click-to-chat
Test Plan:
- Variant A: Video creative
- Variant B: Static before/after image; same copy
Submission Checklist
- Audience is relevant to objective
- Creative angle is funnel-appropriate
- CTA is specific (WhatsApp allowed)
- Test variables are measurable
Useful resource: MBA DM Meta Ads Reference
Week 6: 3-Email Nurture Sequence
Template
Trigger Event:
Segment:
Email 1 (Welcome):
- Subject:
- Goal:
- Body:
- CTA:
Email 2 (Trust/Proof):
- Subject:
- Goal:
- Body:
- CTA:
Email 3 (Offer):
- Subject:
- Goal:
- Body:
- CTA:
Send Timing Plan:
- Email 1:
- Email 2:
- Email 3:
Filled sample
Trigger Event: Sandbox form submit (AC repair interest)
Segment: New leads — Kathmandu Valley
Email 1 (Welcome):
- Subject: We got your AC repair request
- Goal: Confirm + set expectation
- Body: Thanks — a coordinator reviews requests within 2 business hours. Meanwhile, here’s what to check before the visit (power, remote, error lights).
- CTA: Add your preferred time window
Email 2 (Trust/Proof):
- Subject: How Lalitpur homes get fixed the same day
- Goal: Proof
- Body: Short anonymised story + 3 review snippets + licence note.
- CTA: See pricing guide on the site
Email 3 (Offer):
- Subject: Book this week — priority slots
- Goal: Conversion
- Body: Priority booking for form leads; mention seasonal surge honestly.
- CTA: Book on WhatsApp or reply with “BOOK”
Send Timing Plan:
- Email 1: immediate
- Email 2: +2 days
- Email 3: +5 days
Compliance: opt-in only; unsubscribe link; Valley Home Care, Kathmandu.
Submission Checklist
- Progression from value to offer is clear
- Subject lines are specific and testable
- CTA in each email is explicit
- Includes unsubscribe/compliance basics
Useful resource: MBA DM Email Checklist
Week 7: Analytics Insight Memo
Template
Business Question:
Data Source (GA4/Meta Insights):
Key Finding 1:
Evidence (metric/screenshot):
Key Finding 2:
Evidence (metric/screenshot):
Primary Funnel Leak:
Recommended Actions:
1.
2.
3.
Expected Impact:
Filled sample
Business Question: Why aren’t AC-repair landing visits becoming booked jobs?
Data Source: GA4 demo account (lab) + notes on our sandbox events plan
Key Finding 1: Mobile contributes 72% of sessions but only 31% of form starts
Evidence: Tech → Mobile overview screenshot (labelled)
Key Finding 2: Paid Social sessions bounce 18 pts higher than Paid Search on the pricing section
Evidence: Acquisition → session source overlay (labelled)
Primary Funnel Leak: Mobile visitors abandon before form (CTA below fold + form asks 8 fields)
Recommended Actions:
1. Move primary CTA + WhatsApp above the fold on mobile
2. Cut form to name + phone + area
3. Mirror Search landing message on Meta ads (price clarity)
Expected Impact: +25% relative lift in mobile form starts within 2 weeks of traffic
Submission Checklist
- Insights are data-backed, not opinion-only
- Recommendations are specific and feasible
- Actions map to the identified leak
- Outcome metric is defined
Useful resource: MBA DM Analytics Reference
Week 8: Capstone Pitch Pack
Template
Slide 1: Business Concept + Objective
Slide 2: Audience + Journey
Slide 3: Sandbox Demo (URL + CTA)
Slide 4: SEO/SEM Strategy Summary
Slide 5: Paid Social Strategy Summary
Slide 6: Email Nurture Summary
Slide 7: Budget Allocation (NPR)
Slide 8: Analytics + Next 2 Actions
Filled sample (outline)
Slide 1: Valley Home Care — 40 jobs/month; LTV:CAC target ≥ 3×
Slide 2: Persona + journey including WhatsApp handoff
Slide 3: Live demo — VP, CTA, form
Slide 4: Keyword map + mock Search structure
Slide 5: Meta leads + creative test + geo
Slide 6: 3-email flow diagram
Slide 7: NPR 150,000/mo — e.g. 55% Search, 30% Meta, 10% creative/tools, 5% contingency
Slide 8: Mobile form leak + two fixes from Week 7
Submission Checklist
- Storyline is coherent from strategy to measurement
- Evidence exists for each strategic claim
- Time-boxed to 7–10 minutes
- Final deck + sandbox URL are both submitted
- Budget in NPR with clear rationale
Scoring: Grading Rubrics
