chris-mercuryhp

Mercury Human Performance Creative Brief Business Overview Company Name: Mercury Human Performance, LLC Domains ( website not built yet): www.mercuryhumanperformance.com and www.mercuryhp.com Industry: Firearms training Mission Statement: Mercury Human Performance exists to empower individuals and organizations to reach their peak potential in performance, resilience, and community impact. Guided by the values of excellence, integrity, and community-building, we aim to enhance safety and preparedness by training law enforcement, military personnel, and community members to defend property, families, businesses, and schools. By leveraging the advanced Conflict Kinetics system and fostering a culture of continual improvement and adaptive excellence, we create a collaborative environment that strengthens individuals and builds a thriving, unified community. Vision Statement: To revolutionize the way people train in the safe effective use of firearms by leveraging cutting-edge simulator technology combined with professional sports-inspired human performance optimization techniques. Project Objective Purpose of the Branding Project: Launch this new company and introduce the market to this innovative approach to firearms training Goals: Awareness and Differentiation Target Audience Markets: 1. Hunting enthusiasts - people who shoot mainly as hunters and have little to no experience/training on tactical shooting (gunfighting). Age range: 18-65 Gender: Mostly male Income: Upper middle class to wealthy Physical Condition: Ranging from totally out of shape to very fit Pain Points: Transitioning from hunting to tactical firearms requires entirely different guns and gear, so it is expensive. These people usually do not have access to facilities where they can train for gunfighting. Ammo is a constraint as well as access to quality instruction. 2. ‘Tacticool’ Shooting Enthusiasts - people who are interested in shooting for gunfighting, but have been mainly focused on guns and gear versus actual training in tactical scenarios. Age range: 18-65 Gender: Mostly male Income: Upper middle class to wealthy Physical Condition: Ranging from totally out of shape to very fit Pain Points: They have no way to assess whether the techniques that they practice on a flat range with live ammo translates to actual lethality in a gunfight. They can also be constrained by ammo costs, since tactical training requires a lot of rounds to be fired in training. Facilities that allow for tactical training are also limited and inconvenient for most people. 3. Trained Agency Shooters - members of federal, state, and local law enforcement who have had moderate to extensive training in tactical scenarios and gunfighting. They will have their own kit and train regularly - either through their agency or on their own. Age range: 21-40 Gender: Mostly male Income: Classes will be paid for by agencies Physical Condition: Very fit Pain Points: Tactical training with live ammo is not as effective as using a simulator environment. Even well funded agencies get limited training at their live fire ranges due to safety concerns. The simulator environment allows for more training to be conducted in one session - 5x more ammo per shooter - in conditions that cannot be replicated safely on a live range. 4. Untrained Agency Shooters - members of state and local law enforcement agencies that have not had access to tactical training (or have had minimal access). Examples include small-town sheriffs deputies as well as beat cops in larger cities. May or may not have tactical kit. Age range: 21-50 Gender: Mostly male Income: Classes will be paid for by agencies Physical Condition: Moderately fit to very fit Pain Points: Their departments do not have the resources to train them properly. They do not have instructors who are equipped to train them. They do not have ranges that allow for good tactical training. They do not have budgets for the ammo required to train them. 5. Teen Shooters - young people, starting at late middle school (8th grade) up through age 18. Interested in shooting and may have decent experience with firearms (especially hunting), but will likely have little, if any, experience with tactical training. Will likely not have much kit. Age range: 13-19 Gender: Mostly male Income: Parents will likely be middle class to wealthy Physical Condition: Very fit Pain Points: They have very little, if any, access to tactical training with firearms. The gear is expensive. They have to travel to/from a range. There are limited instructors available, and they have no means of vetting the quality of the instruction. 6. New Shooters - adults who have little to no experience with firearms. Will have no kit. Age range: 18-65 Gender: Mostly female Income: Upper middle class to wealthy Physical Condition: Ranging from totally out of shape and very fit Pain Points: Learning to shoot with live ammunition is loud, dangerous, and expensive. It is also inconvenient for most people to travel to/from a range. Brand Positioning Unique Value Proposition (UVP): We are the only non-military facility that offers cutting edge simulator and synthetic weapons technology in conjunction with professional sports human performance optimization techniques to train gunfighters. Brand Personality: Innovative. Exclusive (IYKYK). Human Performance Nerds. Run by former Special Operations veterans. Tone of Voice: Authoritative. Friendly. Professional. Competitive Landscape Key Competitors: No direct competitors. Indirect competitors include live fire training instructors and programs and other high-end hobbies (like golf) Competitive Advantage: Nobody has what we have. No civilians have ever seen anything this cool. The results speak for themselves - train in a gunfighter gym and results at a live fire range are dramatically improved. Market Trends: More and more people are interested in guns. The new administration is working towards decreasing regulations around guns. Key Messages Core Messaging: This is the best way to learn to fight with a gun We train your brain and body to work better, which translates into many other areas of life If you can’t do it in the gunfighter gym, you probably won’t be able to do it when it counts Tagline or Slogan: TBD. Brand Elements Logo: Visual representation of the brand. Needs to include a mark that can be recognized without the rest of the logo. Color Palette: Masculine. Typography: Audiowide, Pirulen, Eurostile. Imagery: Things that evoke military and guns as well things that evoke the brain and nervous system and science. The target reticle is a good device to explore. NO BULLETS NO ACTUAL BRAIN SHAPES Customer Journey Touchpoints: Starts with word of mouth or a direct email invite Goal: go to website to learn more Land at website Goal: schedule a training session Schedule a training session online Goal: find a session that works for them and pay online Attend a training session Goals: Have fun. Learn how much they don’t know. Learn what it takes to get good and why that matters. Receive results email after Goal: Encourage them to come back.