1. Learn how to improve your value proposition to clients 2. An easy to use strategic planning framework
It’s about time
✓ You have been doing design for the
last 15 years. You own an agency. !
✓ You are facing growing competition
from bigger and smaller players. !
✓ You only do design and production.
Little or no strategy. !
✓ Because of this you are leaving a lot
of work on the table.
Traditional Design Agencies: You’re getting squeezed
Large Clients
Coca Cola, Toyota
Why?! •Low cost production •Easier to find talent
! Solution:! You need to improve your value propostion
Large Studios / Agencies
Premium! Full Service! $30 - 100 million +
Boutique Studio
Creative! Specialized! $1 - 3 million
Solo Designer
Solo Designer
Solo Designer
Solo Designer
Solo Designer
Solo Designer
Solo Designer
Solo Designer
Diverse Skills ! Global! $60 to 300,000
Motion Graphics Firms: You’re getting squeezed
Large Clients
Why?! •Low cost production •Easier to find talent
! Solution:! You need to improve your value propostion
2 Man Shop
2 Man Shop
2 Man Shop
2 Man Shop
2 Man Shop
2 Man Shop
2 Man Shop
2 Man Shop
Large Agency
Motion Studio
By adding strategy to your practice you can move up the value chain and become harder to replace. !
Because you are harder to replace you can charge for more services, to more people for a higher price.
Go up the value chain
Hard to Replace
$$$$
Agency
Strategy
$$
Design Studio
Design
Easily Offshored
Production
$
Switch from “Design only” to “Design + Thinking”
B
A Selling “Design” Solution
$ Eg. An identity system
Selling “Thinking”
UX Strategy Solution
$$
Solution
$$
Solution
$$
Solution
$$
Eg. Identity System, Website, Social Media, Event
How do you do that?
A fast and easy strategic planning framework to facilitate customer centric design, prioritize customer needs, define their brand and produce results.
Define
Prioritize
Define
The Customer
Needs
The Brand
Define
The Customer
Defining The Customer
Customer
Customer
user
Example: Tea Haus A growing Tea Shop in Thousand Oaks, CA
User Categories
Your Client’s Current Customers Where most of the revenue is coming from currently.
!
Example: Older Tea Drinkers
Your Client’s Ideal Customer
Your Client’s Employees
Who you want more business from.
The current team serving customers.
! !
Example: The Suburban Yoga Mom
! !
Example: The College Part-time Worker
Influencers
The local restaurant critic
! !
Example: The Famous Chef Blogger
Demographics •
39 Years Old
•
Married
•
Husband Bill - CEO, Medium Corp
Customer Back Story
! •
Busy mom
•
CEO of Household
•
Busy driving around town caring kids to soccer, school and extracurricular
•
2 Kids, 10 and 13 Boy and Girl
•
Thousand Oaks, CA
•
Loves Yoga
•
$175,000
•
Tea lover, seeks temporary escapes
Name
Jane Karp !
Customers Needs & Why
User Type
•
Great ambiance to escape from kids
•
Great interior design
The Suburban Yoga Mom
•
Quality product because she is a tea connoisseur
•
Most expensive imported tea
•
Well trained experienced staff
•
Amazing mobile site with hours of operations
•
Loyalty Program
•
Sophisticated design
•
!
!
•
Great service because she wants to feel special
•
To know if she can come before yoga in the morning
•
Feel appreciated
•
Feel it’s a premium brand
Exceed their needs
!
Demographics •
39 Years Old
•
Married
•
Husband Bill - CEO, Medium Corp
Customer Back Story
! •
Busy mom
•
CEO of Household
•
Busy driving around town caring kids to soccer, school and extracurricular
•
2 Kids, 10 and 13 Boy and Girl
•
Thousand Oaks, CA
•
Loves Yoga
•
$175,000
•
Tea lover, seeks temporary escapes
Name
Jane Karp !
Customers Needs & Why
User Type
•
Great ambiance to escape from kids
•
Great interior design
The Suburban Yoga Mom
•
Quality product because she is a tea connoisseur
•
Most expensive imported tea
•
Well trained experienced staff
•
Amazing mobile site with hours of operations
•
Loyalty Program
•
Sophisticated design
•
!
!
•
Great service because she wants to feel special
•
To know if she can come before yoga in the morning
•
Feel appreciated
•
Feel it’s a premium brand
How do you exceed their needs
!
Prioritize
Needs
Prioritize Needs
!
What they need
1
Customers Needs & Why
! • •
Great ambiance to escape from kids Quality product because she is a tea connoisseur
•
Great service because she wants to feel special
•
To know if she can come before yoga in the morning
• •
Feel appreciated Feel it’s a premium brand
!
!
How to exceed needs
2
How could you exceed their needs
! •
Deliverables
3
Deliverables
! •
Posters & wall graphics
•
Point of purchase displays
Great interior design
•
Have most expensive imported tea
•
Well trained experienced staff
•
Packaging for loose leaf
•
Amazing mobile site with hours of operations
•
Staff uniforms
•
Training videos
•
Responsive website
•
Customer loyalty cards
•
High end menus
•
Loyalty program
•
Sophisticated design
•
!
! •
!
Deliverables
Desireablity
Ability to Do It
Total
Term
10
7
17
S
8
3
11
M
10
8
18
S
Staff uniforms
8
4
12
L
Training videos
9
8
17
L
10
7
17
S
Customer loyalty cards
4
8
12
M
High end menus
9
7
16
M
Posters & wall graphics
Point of purchase displays
Packaging for loose leaf tea
Amazing mobile site with details and hours of operations
Define
The Brand
Defining The Brand
By defining the brand you are aligning the perceptions and opinions of your client and your own before you start execution. !
Defining the brand creates an objective roadmap that saves you time and energy.
“A brand is not a logo. A brand is not an identity. A brand is not a product. A brand is a persons gut feelings about a product, service or organization.” -Marty Neuimer ! Author of The Brand Gap
✓ Its hard to write a brand or mission
statement in a worksession !
✓ But if you break it down into individual
attributes it is possible to do it !
✓ Don’t believe it? !
✓ Let us show you
CORE Brand Attributes:
1
2
3
4
5
6
Culture
Customer
Voice
Benefit
Value
X-Factor
1
Culture
How would your customers and employees describe your company. Example: !
Sophisticated Ceremonial Relaxed
2
Customer
How would you describe your ideal customer. Example: !
Health Concious Forward Thinking Easy
✓ Keep it positive !
✓ If someone says “disorganized” you say
“organized” !
✓ If someone says “behind” you say
“forwared thinking” !
✓ If someone says “difficult” you say “easy”
3
Voice
How you sound to others. Example: If your brand was a person describe them. !
Attribute:! !
Wise Forward Thinking Kind
Archetypes
Joker
Seductress
Rebel
Hero
Wise
Fun Playful
Desirable
Rebellious
Adventurous Brave
Trustworthy Wise
Mother
Friend
Maiden
Dreamer
King
Generous Caring
Straightforward Friendly
Innocent Kind
Idealistic Different Creative
In Control Assertive
4
Feeling
How you make people feel. Example: After interacting with your product how does someone feel? !
Attribute: !
Mindful Relaxed Refreshed
5
Impact
The tangible results that you provide. Example: What quantifiable outcome do you provide? !
Attribute: !
Re-energized Save time Empowered
6
X-Factor
What makes you unique. Example: If you were an adventure novel what would you be about? !
