Your Market. Your Edge. Your Playbook.

The Market You're Entering

Corporate wellness is a multi-billion dollar global industry — and Hong Kong is one of the most urgent markets in Asia. The demand is not manufactured. It's a genuine crisis. Here are the numbers that matter for your conversations with HR leaders:

Our target: companies with 40–200 employees in Hong Kong. That's the sweet spot — big enough to have an HR function and a wellness budget, small enough that one person (you) can be their entire wellness programme. These companies are not being served by the big studio brands.

Why April Is the Right Moment

April is Stress Awareness Month. This is our commercial wedge — it gives HR managers a hook to justify internal approval ("it's Stress Month, let's do a trial wellness session") without having to write a policy paper. Use this framing in every outreach.

Our April offer adds a complimentary 45-minute mindful eating and tasting session after every trial class — first come, first served for the first 20 new clients by 15 April. This is a real incentive — equivalent to HKD 1,500 in value, covered by our Oatside partnership.

Who Else Is in This Space

Know your competition. These are the main players in HK corporate wellness. Here's how to position against each:

What Makes Beans Wellness Different

The most important thing to understand: Alice was the person on the other side of the table. She was the senior corporate leader who approved wellness budgets, attended company all-hands, and navigated the internal politics of "getting things approved by HR." Every competitor you'll pitch against is a wellness professional who learned the corporate world from the outside. Alice learned wellness from the inside.

Use this. When you pitch, lead with: "Our founder spent over a decade in corporate environments — including a Series E FinTech — before building this. She knows what your HR team actually needs, because she was one."

Who to Target

Sweet Spot Profile

Our ideal client is a Hong Kong company with 40–200 employees in professional or financial services, consulting, tech, or hospitality. HR manager or Office Manager is the decision-maker. They have a wellness or team activities budget but no dedicated wellness programme yet.

Warm Leads to Prioritise First

• Companies where Alice has previous cold leads from Beans — ask her for the list
• Referrals from Yulan Group, FTI, The Langham, PAX — "who in your network needs this?"
• Your own warm network — anyone you know in HR, People, or Culture roles at HK companies
• Companies that engaged with Beans Wellness content on social media previously
• Aon HK — check status of existing wellbeing fair proposal with Alice

What We Sell

April Trial Offer — Lead with This

Wellbeing Fair — The Upsell

Once a company has tried a trial class and loved it, introduce the wellbeing fair as the natural next step. This is where the big ticket is.

Payment for fairs: 50% deposit to confirm, 50% balance 10 working days before.

Recurring Quarterly Programme — The Goal

Every trial client should be offered a quarterly programme. This is what turns one-time bookings into predictable revenue for Alice and sustained wellness for the client.

The Outreach Playbook

Step 1 — Research (5 mins per company)

• Check LinkedIn for the HR Manager or People & Culture lead — follow them, note any recent wellbeing or culture posts
• Check if the company has posted any job listings mentioning "wellbeing," "employee health," or "team activities" — this is a buying signal
• Note the company size and industry so you can reference it specifically in your email

Step 2 — First Contact (Email)

Keep it short. One problem, one solution, one ask. Don't send the one-pager in the first email — that's for when they respond.

Step 3 — The Call

Use the CHAMP model in every discovery call. This keeps qualification tight and protects your time during the 2-month sprint.

• C — Challenges: "What is your biggest employee wellbeing challenge right now?" and "How are you currently supporting stress and engagement?"
• H — How (Programme fit): What format works for this group? Any physical, cultural, or language considerations? What activities should we avoid?
• A — Authority: "Who else is involved in approving this?" and "Can you move this directly, or does it need finance/manager sign-off?"
• M — Money: "Do you already have wellness or L&D budget?" and "What price range per session is workable?" Note any gov funding rules or quotation thresholds.
• P — Prioritisation: "How soon do you want to run this?" and "Would April or June be better for your first session?"

After every call, also note: Next steps (what you committed to and by when) and Future opportunities (upsell signals — retreats, recurring sessions, team building).

Worked example — NT East Social Centre (17 Mar 2025, Alice)

Step 4 — Send the One-Pager

After the call, send the April trial one-pager. This is your follow-up tool — it does the selling when you're not in the room.

April Trial Offer One-Pager →  |  Wellbeing Fair One-Pager →

Step 5 — Lock the Date

• Sound healers need 2–3 weeks notice — confirm the date as soon as the client says yes
• Send two date options immediately after verbal confirmation
• Once date is locked: notify Alice, teacher assigned within 1 day, quotation sent with exact language, 100% prepayment requested 10 working days before

After the Session — Where the Real Money Is

Getting the first booking is hard. Converting it to a recurring client is where Beans builds a sustainable business. Here's the playbook for after every session:

• Same day: Send the post-session survey link to the HR contact (the client distributes it to participants)
• 48 hours later: Send the HR report with the survey data — this is already built and ready. It makes you look incredibly professional and gives HR something to show leadership.
• In the same email as the report: Include a soft pitch for the quarterly programme. Don't make them ask for it.
• 1 week later: If no response to the quarterly proposal, send one follow-up with the "93% felt better" stat from the survey as the hook.
• If they pass on recurring now: Add them to a quarterly reactivation list. The decision may be budget timing, not lack of interest.