SKOOL OS CORE

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A strategic planning framework to facilitate customer centric design, define and prioritize customer needs, define their brand and produce tangible results.

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SKOOL OS CORE

  1. 1. ! COREA fast and easy strategic planning framework for customer centric design SKOOL OS Design Agency Edition TM TM Copyright © 2014 The Skool Inc. All Rights Reserved.
  2. 2. Want to see a LIVE Demo of the Skool OS CORE? Sign Up Here: TheSkoolRocks.com
  3. 3. 1. Learn how to improve your value proposition to clients 2. An easy to use strategic planning framework What’s in it for you?
  4. 4. It’s about time
  5. 5. ✓ 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.
  6. 6. Boutique Studio Large Studios / Agencies Solo Designer Solo Designer Solo Designer Solo Designer Solo Designer Solo Designer Solo Designer Solo Designer Large Clients Premium! Full Service! $30 - 100 million + Creative! Specialized! $1 - 3 million Diverse Skills ! Global! $60 to 300,000 Traditional Design Agencies: Why?! •Low cost production •Easier to find talent ! Solution:! You need to improve your value propostion You’re getting squeezed Coca Cola, Toyota
  7. 7. Motion Graphics Firms: Motion Studio Large Agency Large Clients Why?! •Low cost production •Easier to find talent You’re getting squeezed ! 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
  8. 8. 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.
  9. 9. Production Design Strategy $ $$ $$$$ Go up the value chain Easily Offshored Agency Design Studio Hard to Replace
  10. 10. UX Strategy Switch from “Design only” to “Design + Thinking” Eg. An identity system Selling “Design” A $ Selling “Thinking” B Solution $$ Solution $$ Solution $$ Solution $$ Solution Eg. Identity System, Website, Social Media, Event
  11. 11. How do you do that?
  12. 12. A fast and easy strategic planning framework to facilitate customer centric design, prioritize customer needs, define their brand and produce results.
  13. 13. Define Define Prioritize The Brand The Customer Needs
  14. 14. Defining The Customer Define The Customer
  15. 15. Customer
  16. 16. Customer
  17. 17. user
  18. 18. Example: Tea Haus A growing Tea Shop in Thousand Oaks, CA
  19. 19. InfluencersYour Client’s Current Customers Your Client’s Employees User Categories Your Client’s Ideal Customer Where most of the revenue is coming from currently. ! Example: Older Tea Drinkers Who you want more business from. ! ! Example: The Suburban Yoga Mom The current team serving customers. ! ! Example: The College Part-time Worker The local restaurant critic ! ! Example: The Famous Chef Blogger
  20. 20. Demographics • 39 Years Old • Married • Husband Bill - CEO, Medium Corp • 2 Kids, 10 and 13 Boy and Girl • Thousand Oaks, CA • $175,000 Customer Back Story ! • Busy mom • CEO of Household • Busy driving around town caring kids to soccer, school and extracurricular • Loves Yoga • Tea lover, seeks temporary escapes 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 Exceed their needs ! • Great interior design • Most expensive imported tea • Well trained experienced staff • Amazing mobile site with hours of operations • Loyalty Program • Sophisticated design • ! Name Jane Karp ! User Type The Suburban Yoga Mom
  21. 21. Demographics • 39 Years Old • Married • Husband Bill - CEO, Medium Corp • 2 Kids, 10 and 13 Boy and Girl • Thousand Oaks, CA • $175,000 Customer Back Story ! • Busy mom • CEO of Household • Busy driving around town caring kids to soccer, school and extracurricular • Loves Yoga • Tea lover, seeks temporary escapes 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 do you exceed their needs ! • Great interior design • Most expensive imported tea • Well trained experienced staff • Amazing mobile site with hours of operations • Loyalty Program • Sophisticated design • ! Name Jane Karp ! User Type The Suburban Yoga Mom
  22. 22. Prioritize Needs Prioritize Needs
  23. 23. 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 could you exceed their needs ! • Great interior design • Have most expensive imported tea • Well trained experienced staff • Amazing mobile site with hours of operations • Loyalty program • Sophisticated design • ! Deliverables ! • Posters & wall graphics • Point of purchase displays • Packaging for loose leaf • Staff uniforms • Training videos • Responsive website • Customer loyalty cards • High end menus ! • ! ! What they need ! How to exceed needs1 2 ! Deliverables3
  24. 24. Deliverables Desireablity Ability to Do It Total Term Posters & wall graphics 10 7 17 S Point of purchase displays 8 3 11 M Packaging for loose leaf tea 10 8 18 S Staff uniforms 8 4 12 L Training videos 9 8 17 L Amazing mobile site with details and hours of operations 10 7 17 S Customer loyalty cards 4 8 12 M High end menus 9 7 16 M
  25. 25. Defining The Brand The BrandDefine
  26. 26. 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.
  27. 27. “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
  28. 28. ✓ 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
  29. 29. 1 2 3 4 5 CORE Brand Attributes: Culture Customer Voice Benefit Value X-Factor 6
  30. 30. Culture1 How would your customers and employees describe your company. 
 Example: ! Sophisticated Ceremonial Relaxed
  31. 31. How would you describe your ideal customer.
 Example: ! Health Concious Forward Thinking Easy Customer2
  32. 32. ✓ 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”
  33. 33. How you sound to others. 
 Example: If your brand was a person describe them. ! Attribute:! ! Wise Forward Thinking Kind Voice3
  34. 34. Archetypes Joker Fun Playful Seductress Desirable Rebel Rebellious Hero Adventurous Brave Wise Trustworthy Wise Mother Generous Caring Friend Straightforward Friendly Maiden Innocent Kind Dreamer Idealistic Different Creative King In Control Assertive
  35. 35. How you make people feel. 
 Example: After interacting with your product how does someone feel? ! Attribute: ! Mindful Relaxed Refreshed Feeling4
  36. 36. The tangible results that you provide. 
 Example: What quantifiable outcome do you provide? ! Attribute: ! Re-energized Save time Empowered Impact5
  37. 37. What makes you unique. 
 Example: If you were an adventure novel what would you be about? ! Attribute: ! Escape Travel Asia X-Factor6
  38. 38. 1 2 3 4 5 6 Name Tea Haus Who you are Product Custom Teas What you provide Culture Sophisticated How your customers describe you Customer Health Concious You ideal customer Voice Wise How you sound to others Benefit Mindful How you make people feel Value Re-energized Tangible results you provide X-Factor Escape That one thing that makes you unique
  39. 39. Culture Sophisticated Custom TeasTea Haus CORE Brand Statement provides to in a Health Concious customers enviorment with a Wise Voice voice. Helping them feel Mindful Benefit Customer Re-Energized. Value and be
  40. 40. Want to see a LIVE Demo of the Skool OS CORE? Sign Up Here: TheSkoolRocks.com
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