# BUSINESS CONTEXT

NAME: Jason Mertin LLC

WEBSITE: https://jasonmertin.com

DESCRIPTION: Jason Mertin LLC specializes in expert self-defense training, led by Jason Mertin, a highly certified Krav Maga Shield (KMS) Core Instructor and 2nd Degree black belt in Israeli Krav Maga. Jason brings over 30 years of martial arts experience, including black belts in Tae Kwon Do and Hapkido, combined with a Bachelor’s of Science in Health and Wellness with a focus in Sports Conditioning.

The company offers personalized, in-home Krav Maga training for individuals, empowering clients with effective self-defense skills. Additionally, Jason Mertin LLC provides group self-defense classes tailored for teens, adults, women, corporate teams, and specialized training for military and law enforcement in close-quarter combat with weaponry. The comprehensive approach ensures clients not only improve physical fitness but also gain confidence, situational awareness, and practical, life-saving techniques.

TARGET MARKET:

Jason Mertin LLC serves a diverse clientele, focusing on:

Adults new to martial arts seeking efficient, real-world self-defense skills.

Women prioritizing personal and family safety, looking to reduce their vulnerability to aggression or assault.

Athletic adults (men and women) interested in a high-intensity, physical challenge.

Corporate teams seeking a dynamic, team-building experience.

GEOGRAPHICAL SERVICE AREA:

Primarily offering in-person services in Seminole, Orange, Lake, and Volusia counties, Jason Mertin LLC also provides virtual and travel-based options. This includes all-day events, seminars on weaponry, and specialized self-defense training for clients outside of the immediate service area.

MISSION STATEMENT:

"To empower individuals with the skills, confidence, and mindset necessary to protect themselves and others, using reality-based training methods that focus on respect, integrity, and continuous self-improvement throughout."

GUIDING PRINCIPLES:

Empowerment Through Knowledge: Educating clients on the how and why of each technique, promoting confidence and autonomy in real-world scenarios.

Respect and Integrity: Fostering an inclusive, supportive environment where clients of all experience levels feel valued.

Real-World Preparedness: Delivering realistic, stress-tested training that equips clients to handle real-world situations effectively.

Commitment to Safety: Ensuring a safe, controlled environment where clients can build skills confidently, free from injury.

Continuous Improvement: Encouraging growth for both clients and instructors, adapting techniques to meet evolving self-defense challenges.

GOALS:

Empower Clients with Practical Skills: Equip clients with real-world self-defense skills that are easy to remember and effective under pressure.

Foster Community Awareness: Increase safety and awareness within the community by offering workshops and seminars for specific groups, such as women’s self-defense or corporate team-building.

Promote Long-Term Fitness and Personal Growth: Support clients in achieving both their physical and personal development goals through challenging, empowering training sessions.

Expand Specialized Training Options: Offer a range of accessible options, including virtual sessions and all-day events, making quality training available to clients outside the immediate area.

Maintain a Culture of Safety and Respect: Continuously reinforce a safe, inclusive training environment where respect and personal growth are prioritized.

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# SPOKESPERSON:

NAME: Jason Mertin

BIO:

Jason Mertin is an accomplished self-defense instructor with a 2nd Degree black belt in Israeli Krav Maga, along with extensive training in Tae Kwon Do (3rd Degree black belt) and Hapkido (1st Degree black belt). With over 30 years in martial arts, Jason’s approach is uniquely tailored to real-world application, emphasizing techniques that work in high-pressure scenarios. His dedication to Krav Maga was fueled by a desire for practical, no-nonsense training that focused solely on survival and self-defense, a focus he shares with his clients, including his four daughters, whom he has equipped with self-confidence and essential self-defense skills.

Prior to specializing in Krav Maga, Jason was a former Certified Strength and Conditioning Specialist (CSCS) with the National Sports and Conditioning Association (NSCA), which helped him carve out a niche in personal training. His background in biomechanics and extensive martial arts training give him unparalleled expertise in powerful, effective kicking techniques including stances and footwork as well as flexibility and speed. Additionally, his training in Hapkido has contributed skills in joint manipulation, throwing, and breakfall techniques.

His journey to specialize in Krav Maga started in 2013 and stemmed from a desire to focus on techniques that bypass traditional routines to become equipped with the skills designed for real-life, high-stakes situations. Jason is planning to earn his 3rd Degree in 2025. He is a certified weapons instructor specializing in close-quarter combat techniques involving clubbed weapons, knives, and firearms. His training is rooted in "stress inoculation," a high-pressure approach designed to develop automatic, effective responses in real-life situations, allowing clients to react swiftly and confidently under duress.

As a father of four daughters, Jason was driven not only to master these essential techniques himself but to share them with his children, helping them build self-confidence and a belief in their own strength. This passion now extends to all of his clients, as he provides streamlined, effective training focused on empowerment, respect, and real-world preparedness.

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# PRODUCT/SERVICE CONTEXT

NAME: Individual Krav Maga In-Home Training

FEATURES:

1-on-1 or 2-on-1 Training: Tailored, personalized sessions for individuals or pairs, focusing on self-defense skills and fitness in a comfortable, private setting.

Customizable Curriculum: Adjusts to each client’s experience level, specific goals, and areas of concern, whether learning fundamental techniques or mastering advanced defense skills.

Flexible Scheduling: Sessions are arranged at times that suit clients’ availability, providing a convenient, focused training experience.

NAME: Group Self-Defense Classes

FEATURES:

Customized Group Options: Available for teens, adults, women, and corporate teams, each class is tailored to the group’s needs and skill levels.

Interactive and Practical Training: Emphasizes practical skills that are stress-tested to prepare participants for real-life scenarios.

Team-Building Focus (for Corporate Groups): Provides a unique, engaging team-building experience, promoting camaraderie and empowerment among participants.

NAME: Specialized Military and Law Enforcement Training

FEATURES:

Close-Quarter Combat: Training focused on high-stakes, close-quarters encounters, including defense against weapon threats.

Advanced Weapons Training: In-depth instruction on handling and defending against club-based weapons, knives, and firearms.

Stress-Inoculation Techniques: Exercises and drills designed to improve automatic responses under intense, high-stress conditions, crucial for real-world readiness.

### Features:

- 1-on-1 or 2-on-1 Training: Personalized, focused training sessions in the privacy of the client’s home, tailored to individual goals and fitness levels.

- Customizable Curriculum: Adaptable training content that aligns with each client’s needs, from basic techniques to advanced self-defense and weaponry skills.

- Flexible Scheduling: Sessions arranged to fit the client's availability, ensuring convenience and consistency.

- Real-World Techniques: Practical, effective skills that apply to real-life scenarios, developed through stress-tested methods.

- Close-Quarter Combat Focus: Includes training for close-quarters encounters and defensive techniques against weapons.

- In-Home or Virtual Options: Allows for both in-person and virtual sessions, expanding accessibility to those beyond the service area.

- Specialized Weapons Training: Instruction on handling and defending against knives, clubs, and firearms, promoting readiness in a variety of situations.

- Stress-Inoculation: High-pressure training to condition automatic responses, essential for real-life scenarios.

- Comprehensive Assessment: Initial consultation to assess fitness, goals, and tailored training recommendations.

- Family and Community Integration: Training is family-friendly, allowing clients to engage their loved ones and foster a shared culture of empowerment.

### Benefits:

1. Personalized Skill Development: Each session is tailored, ensuring that clients develop skills that align with their personal safety needs.

2. Enhanced Confidence and Security: With practical techniques, clients feel empowered to protect themselves and their loved ones in any setting.

3. Convenience and Flexibility: In-home and virtual options offer unmatched accessibility, making it easier for clients to commit to consistent training.

4. Physical and Mental Resilience: Techniques are designed to build both physical strength and mental fortitude, essential for handling stress.

5. Effective Self-Defense: Clients gain practical, easy-to-remember skills that work under pressure, improving real-world safety and response times.

6. Empowering Family Safety: Family training options provide a way for everyone to learn, creating a safe and confident environment at home.

7. Increased Situational Awareness: Training enhances awareness of surroundings, allowing clients to anticipate and avoid potential threats.

8. Mastery Over High-Stakes Situations: Through close-quarters combat and weapons training, clients are equipped to handle various threat levels.

9. Efficient, High-Intensity Workout: The training serves as a comprehensive fitness regimen, promoting cardiovascular health, agility, and endurance.

10. Community Engagement and Networking: Workshops and seminars offer clients an opportunity to connect with others, fostering a support network for continuous learning.

### Outcomes:

1. Elevated Social Status: Clients become seen as capable protectors and mentors in their communities, enhancing respect and admiration.

2. Increased Personal Identity Strength: Through overcoming physical and mental challenges, clients build a stronger sense of self and purpose.

3. Enhanced Leadership Skills: As they progress, clients gain leadership qualities, translating their new skills into confidence across personal and professional spheres.

4. Empowerment in Vulnerable Situations: Clients feel prepared to confront potential threats, reducing fear and anxiety in everyday life.

5. Improved Physical Appearance and Health: Clients experience increased fitness, a toned physique, and a heightened sense of wellness.

6. Strengthened Family Bonds: Shared training builds trust, creating a cohesive and empowered family dynamic.

7. Recognition as a Self-Defense Advocate: Clients become advocates for personal safety and are often sought out for advice or leadership within their circles.

8. Expanded Comfort Zone: By learning to handle stress, clients expand their comfort zones, becoming more willing to take risks and explore new environments.

9. Adaptability in High-Pressure Situations: Stress inoculation prepares clients to handle unexpected events calmly, which benefits personal and professional situations.

10. Positive Lifestyle Transformation: Clients report feeling more energized, disciplined, and motivated, resulting in overall lifestyle improvement.

### Description:

Jason Mertin LLC’s Individual Krav Maga In-Home Training is a personalized self-defense program designed to empower individuals with the skills and confidence needed to protect themselves and others in real-life scenarios. Led by Jason Mertin, a seasoned Krav Maga instructor, this training delivers practical techniques developed through stress-tested methods that foster both physical and mental resilience. Sessions are customizable to each client’s needs, from basic self-defense to advanced close-quarters combat and weapon handling. With options for 1-on-1 or 2-on-1 training, this service provides flexibility, allowing clients to train at home or virtually. Through high-intensity workouts, close-quarters techniques, and stress-inoculation exercises, clients gain the tools to respond decisively under pressure. This program enhances clients’ confidence, situational awareness, and readiness, resulting in a significant boost in their social status, personal power, and lifestyle.

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# COMPELLING OFFER DETAILS

PRICE: (Clearly state your product’s price and any special price incentives: Discount, Gift Voucher, Gift Card, Scholarship, Cash Back, BOGO- Buy One Get One)

INCENTIVE: (Highlight any bonuses - relevant to core product/service, aligned, value-add, exclusive, or limited)

GUARANTEE: (Insert your current guarantee: Unconditional, Conditional, Credit, Performance, Price, Time, Labor, 100%+)

ACTIVATION: (How you make it easy to engage/start: Free shipping, free trial, samples, payment terms, subscription and motivational triggers of Scarcity, Exclusivity, and Urgency)

ASCENSION: (Make it easy to upgrade or add additional products or services to increase desired results: Package & Bundle, Upsell, and Add-Ons)

PRICE:

Individual Krav Maga Lessons (1-on-1): $100/hour; package of 4 sessions for $350

Partner Krav Maga Lessons (2-on-1): $75/person/hour; package of 4 sessions for $400

Individual Kickboxing Training (1-on-1): $100/hour; package of 4 sessions for $350

Group Krav Maga Training: $500 for a half-day (4 hours); $800 for a full day (8 hours); client covers any travel expenses

INCENTIVE:

Special pricing available for training packages of 6 months or more, providing long-term clients with added value.

GUARANTEE:

All packages include a consultation and assessment session to customize the client’s training experience and ensure alignment with personal goals.

ACTIVATION:

New clients begin with an in-depth consultation and assessment session to tailor training plans, covering individual needs and setting clear objectives.

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# Brand Voice & Writing Style Guide

## 1. Brand Personality

Jason Mertin LLC’s voice embodies a blend of professional authority and genuine care. The brand’s personality is characterized by:

1. Empowering – Aims to instill confidence, safety, and independence in clients.

2. Pragmatic – Focuses on real-world, no-fluff techniques for practical, everyday safety.

3. Authoritative – Expertise-driven, rooted in extensive training and real-world applications.

4. Supportive – Encourages personal growth and respects each client’s journey.

5. Focused – Direct and to the point, avoiding unnecessary embellishments.

6. Vigilant – Values preparedness, safety, and awareness.

7. Resilient – Reflects determination and the strength to overcome challenges.

## 2. Tone and Voice

The tone is professional yet approachable, designed to empower the audience. Jason Mertin LLC communicates as an expert guide in self-defense, using a direct and sincere tone that is firm but encouraging. Phrasing avoids jargon, favoring straightforward language that emphasizes the importance of practical, applicable skills. The brand frequently uses confident, active language and avoids overly complex words to ensure accessibility.

### Key Phrasing:

- Positive framing: Emphasizing empowerment and readiness (e.g., “gain confidence,” “be prepared”).

- Direct approach: Avoids abstract or decorative language in favor of action-oriented wording (e.g., “respond decisively,” “prioritize safety”).

- Encouraging language: Often uses “you” to address the reader directly, helping them envision themselves as capable and resilient.

## 3. Core Messaging

The brand consistently communicates the following messages:

- Empowerment and Safety: The priority is to equip individuals with the knowledge, confidence, and skills necessary to protect themselves and others.

- Real-World Application: Training is based on realistic, stress-tested scenarios that prepare clients for real-life situations.

- Respect for All Clients: Clients of all ages, backgrounds, and experience levels are valued and supported throughout their training.

- Continuous Growth and Learning: There is an ongoing commitment to improve and adapt techniques as self-defense needs evolve.

## 4. Content Types

- Social Media Posts: Short, motivational, or informative posts on training benefits, safety tips, and self-defense scenarios. The tone is concise and engaging, with clear calls to action.

- Blog Articles: In-depth explorations of topics related to self-defense, the philosophy behind Krav Maga, or specific training techniques. These are written with an informative and narrative tone, often using real-life scenarios to illustrate points.

- Newsletters: Updates on classes, promotions, and tips for maintaining preparedness. The tone is friendly and informative, encouraging continued engagement and training.

## 5. Language and Style

- Language Choice: Simple, accessible language that any reader can understand, especially when explaining complex concepts.

- Sentence Structure: Prefers active, short-to-medium sentences for clarity and impact. Avoids overly lengthy sentences that might dilute the message.

- Stylistic Elements: Uses occasional rhetorical questions to engage readers (e.g., “Why is self-defense essential today?”), and encourages readers to imagine real-life applications of their training.

## 6. Formatting Guidelines

- Capitalization and Punctuation: Uses standard capitalization, with sparing use of all-caps for emphasis. Exclamation points are minimal and reserved for strong, empowering statements.

- Text Emphasis: Italics may be used for specific terms or concepts (e.g., “killer instinct”), while bold text can highlight critical points or phrases within lists.

- List Format: Training steps or tips are often presented in numbered or bulleted lists for readability and emphasis.

## 7. Brand-Specific Terminology

- Krav Maga – The primary discipline, often explained briefly for clarity.

- Killer Instinct – Used to describe the mental acuity needed in real-world scenarios; should be capitalized and defined when first introduced.

- Stress Inoculation – A key concept in training, focusing on high-stress preparation; should be explained in layman’s terms when used.

- Close-Quarter Combat – Specific training term, may be abbreviated to CQC after the initial use.

## 8. Dos and Don’ts

DO:

- Focus on empowerment and readiness.

- Use relatable language and examples.

- Emphasize safety, respect, and inclusivity.

- Keep messages straightforward and focused on practicality.

- Use “you” to directly engage the reader.

DON’T:

- Use overly complex or technical language.

- Overpromise or guarantee unrealistic outcomes.

- Adopt a confrontational or aggressive tone.

- Overuse industry jargon without context or explanation.

## 9. Storytelling Approach

The brand uses narrative storytelling to illustrate real-world scenarios that demonstrate the benefits of Krav Maga training. Scenarios are often detailed and relatable, helping clients visualize themselves in similar situations. Personal anecdotes, such as training experiences or real-life stories from clients, emphasize the practical applications and emotional strength developed through Krav Maga.

## 10. Use of Humor

Humor is used sparingly, as the topics are often serious. When used, it is subtle and supportive, such as an encouraging quip about progress or resilience (e.g., “Learning to kick with confidence has a way of boosting your outlook—and your workout!”). Avoid humor that might undermine the seriousness of self-defense or safety.

## 11. Handling Complex Topics

When explaining complex concepts like “stress inoculation” or “killer instinct,” the brand uses clear, accessible language and relates concepts to everyday situations or emotions. For example, describing “stress inoculation” might include a comparison to practicing for an emergency drill, with specific examples of how it benefits the client.

## 12. Call-to-Action Style

The brand’s calls to action are direct and motivational, often highlighting the reader’s capability and readiness. CTAs frequently use phrases like:

- “Empower yourself—start your training today.”

- “Equip yourself with real-world skills. Book a consultation now.”

- “Join a community of prepared, confident individuals.”

## 13. Localization Considerations

While Jason Mertin LLC operates primarily in specific counties, broader content (e.g., social media and virtual training) should avoid overly regional language to remain inclusive to a broader audience. Use neutral language in these contexts, while maintaining the brand’s focus on real-world self-defense.

## 14. Brand Voice Examples

Correct Examples:

- “In a world where safety is a priority, Krav Maga offers practical, instinctive techniques to protect yourself and your loved ones. Start your journey to empowerment.”

- “Whether you’re new to martial arts or looking to sharpen your skills, Krav Maga is designed to equip you for real-life situations—no fluff, just practical defense.”

Incorrect Examples:

- “Our training is all about fighting skills that’ll make you unbeatable!” (Too aggressive, focuses on fighting rather than self-defense)

- “Sign up now! We guarantee you’ll be invincible in no time!” (Overpromises and lacks the brand’s supportive tone)

## 15. Competitor Differentiation

Jason Mertin LLC differentiates itself through its emphasis on real-world, practical self-defense techniques with a strong focus on mental and emotional preparedness. Unlike some competitors, the brand avoids glorifying combat or aggression, focusing instead on empowerment, respect, and safety. This supportive, results-driven tone and commitment to practical application set it apart.

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# TARGET AUDIENCE

### Best Buyer Avatar: Lauren Miles

#### Customer Overview

- Demographic: Lauren is a mid-30s project supervisor in a corporate setting, working in a hybrid model but regularly on-site due to her leadership role. She has a stable income, enabling her to invest in wellness programs that align with her professional and personal growth goals.

- Psychographic Profile:

- Mindset: Driven and proactive, Lauren seeks continual self-improvement and views wellness as a tool for better work-life balance and personal resilience.

- Values: She values efficiency, empowerment, and self-confidence, prioritizing activities that benefit her mentally and physically.

- Behaviors: Lauren is consistent with wellness routines that align with her goals, exploring new fitness options but sticking with programs that yield noticeable results and support her ambitions.

#### Desires and Aspirations

1. Stress Management: Lauren wants an efficient outlet for managing stress, especially during busy project cycles, to avoid burnout and maintain high productivity.

2. Mental Clarity: She values workouts that enhance her focus and resilience, improving her ability to handle high-stakes decisions at work.

3. Functional Fitness: Lauren is drawn to fitness routines that combine physical strength with practical skills, ideally ones that boost her sense of security and readiness.

4. Community and Camaraderie: She seeks fitness environments where she can connect with like-minded professionals, adding a social and supportive aspect to her wellness routine.

5. Empowerment and Confidence: She desires a workout that builds her confidence, both in her physical abilities and mental strength, making her feel more prepared for challenges in life and work.

#### Problems and Pain Points

1. Time Constraints: Lauren has a packed schedule, making it challenging to maintain a fitness routine. She needs quick, effective workouts that fit around her work commitments.

2. Lack of Motivation with Conventional Fitness: Standard gym workouts feel repetitive and uninspiring to her. She wants a workout that is engaging and offers practical benefits, like self-defense.

3. Stress Under High Pressure: As a project supervisor, Lauren often feels the weight of team performance and deadlines. She’s looking for wellness solutions that help her manage this stress and stay composed.

4. Inconsistent Results: Lauren has struggled with fitness routines that don’t yield consistent or functional results, making her wary of programs that seem too basic or one-dimensional.

5. Lack of Functional Application: She wants a workout that goes beyond fitness, providing her with skills applicable to real-world situations, like self-defense, which she sees as valuable for personal empowerment.

#### Triggering Events

1. Launch of New Corporate Wellness Program: When her company introduces wellness initiatives or fitness challenges, Lauren becomes motivated to explore new options that offer both physical and mental benefits.

2. Onboarding New Projects or High-Pressure Periods: As she takes on new projects or manages high-stress phases, Lauren seeks tools to enhance her focus, stamina, and ability to lead effectively.

3. New Year and Seasonal Wellness Goals: At times like the New Year, Lauren sets fresh wellness goals, making her more receptive to programs that align with her aspirations for personal growth.

4. Team-Building Initiatives: During corporate team-building events, Lauren is open to activities that combine personal wellness with team cohesion, especially if they add a unique element like self-defense.

5. Stressful Transitions or Leadership Changes: When facing structural changes at work or increased responsibilities, Lauren is more likely to invest in programs that help her feel grounded, resilient, and confident.

#### Objections and Answers

1. Objection: "I don’t have enough time for lengthy workouts."

- Answer: Our Krav Maga sessions are designed for efficiency—each workout is high-impact and lasts under an hour, maximizing benefits in a short time.

2. Objection: "I’m not sure this is better than my current gym routine."

- Answer: Krav Maga offers more than just a workout—it combines fitness with practical self-defense skills, giving you the tools for both physical strength and real-world empowerment.

3. Objection: "I want a program that can help me manage stress, not add to it."

- Answer: Krav Maga’s structured techniques build resilience and confidence, equipping you to handle stress with greater composure and clarity.

4. Objection: "I’m worried I won’t see lasting results."

- Answer: Unlike typical fitness classes, Krav Maga provides visible physical and mental benefits. You’ll experience increased focus, endurance, and empowerment that extend beyond the gym.

5. Objection: "I need a workout that doesn’t feel isolating or monotonous."

- Answer: Our classes foster a sense of community with like-minded professionals, making each session engaging, social, and energizing.

#### Starving Crowd Insights

- Pain Points and Urgency: Lauren represents a high-stakes professional who faces intense work pressures and seeks functional, high-efficiency fitness solutions that support her career and personal life.

- Readiness to Buy: Given her desire for self-improvement and wellness that offers both physical and mental benefits, Lauren is a highly motivated buyer, especially during wellness program launches or stressful work cycles.

#### NICHE Insights Recap

- Product Category: Corporate Wellness Self-Defense Programs

- Demographic: Project Leaders and Supervisors in high-stress roles.

- Hierarchy: Mid-Level Supervisors who balance high productivity with personal growth.

- Subculture: Wellness Enthusiasts Seeking Functional Fitness, drawn to time-efficient routines that combine fitness with real-world skills like self-defense.

#### Preferred Channels and Touchpoints

- Internal Company Platforms: Employee newsletters, wellness program announcements, and corporate event calendars.

- Professional Social Media: LinkedIn and internal social networks where corporate wellness and productivity are discussed.

- Corporate Events and Wellness Fairs: Company-hosted wellness fairs, fitness facility launch events, and team-building activities.

- Targeted Email Campaigns: Direct outreach through company email channels or in collaboration with HR, introducing Krav Maga as part of wellness initiatives.

### Summary Statement

Lauren Miles is an ambitious project supervisor in her mid-30s who is a wellness enthusiast seeking functional fitness programs that build physical strength and mental resilience. She is drawn to Krav Maga as a high-efficiency, practical alternative to conventional fitness programs, offering real-world self-defense skills that enhance her confidence and focus in high-pressure situations.