The document discusses creating a marketing plan and productizing services. It aims to have a toolkit by December 2015 to provide a marketing route map. Goals for 2016 are to lower customer acquisition costs by 50% and increase customer retention by 50%. The document discusses taking a service and making it into a tangible product by defining the core, actual, and augmented aspects. It provides examples of how to develop service packages and pricing. The document also discusses defining a unique value proposition through customer profiling, identifying problems solved, key benefits, promises, and writing it down clearly. Finally, it discusses competitor positioning maps to situate one's offering relative to others in the market.

2. Let’s refresh ourselves of our
aims and goals of doing this
work

3. Our Aim
By December 2015 we will have a tool kit that will provide
the basis of a marketing plan – a route map by which you can
bring your product / service directly to market.
Our Goal
For 2016 it is to lower the cost of getting
customers by 50% and
increase the rate of keeping them by 50%

4. Review on what’s we have
discussed so far?
The Marketing Audit – what we are
doing or planning to do
Setting out some goals based around
numbers including break-evens. The
difference between activity and
strategy
Customer buying behaviours – getting to
grips with customer value. Boston
Matrix and a customer audit

5. This Months BIG session
Understanding what’s at the heart of a
product or service. – using this to create
the difference from your competitors
The aims
• Take a service and productise it!
• The three levels of a product – an analysis
• Creating a Unique Proposition
• Competitor analysis – a positioning map

7. Taking a service and creating a
product
What is a service?
 Intangible
 Cannot be stored
 Consumed at the point of
sale
 Does not result in
ownership
 Hard to qualify and judge
without context
What is a product?
 Tangible
 Can be stored
 Is taken away and
consumed or kept
 Has ownership rights and
can be sold on
 Can be qualified and judged
by others

8. Taking a service and making a
product
Why do we do that? Because it:
Provides Clarity – appears almost tangible
Can be delivered over a specified time and not
immediately consumed
Ownership can be transferred part way
through
Benefits and features articulated as a single
offer
It can be ‘augmented’ and ‘pro-actively priced’

9. The Tutor Doctor Service Delivery
An example

10. On the face of it We Sell
Tutoring Services

11. In reality we sell opportunity

12. A Product – broken into three
The Three Levels

13. Service and Product Development
Core Product
Benefits that make it valuable to the user
Actual Product
Something that is tangible, generic – but
also replicable
Augmented
Non-physical, tailors the core / actual
product to customer - differentiates

14. Changing the Mind-Set
From a service
To a product
Coaching
Packages
Target Free
Consultation
Personal
coach /
tutor
selection
1:1
Tutoring
in your
home
Academic
Gameplan
–
superior
coaching
One-Day
Workshops
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52 Hours 4 Hours of
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15. Take 10 minutes
List the ‘core’ of your product / service -
benefits
Write down its generic form
Write one thing that you do or could do to
augment this
Could you create a package and bring in
proactive pricing?

17. Your Unique Proposition
5-steps to define it!
1. Profile your customer
2. Identify the problem and how you solve
it
3. Look at what ‘benefits’ you can deliver
4. Set out your ‘promise’ and how you
intend to keep it
5. Write down a paragraph that says it all

18. 1. Customer Profiling
create a portrait of your customers
break down your customer into groups
sharing similar goals and characteristics
give each group an avatar with a photo,
a name, and a description.
https://www.helpscout.net/blog/custom
er-profiling/

19. 2. What problem do you solve?
what is the individual need or challenge
your client’s face that your business can
solve for them?

20. 3. What benefits do you want to
deliver?
What are the biggest benefits a client
gets from choosing to work with you?
What sets you apart from someone
else?
From the clients’ perspective explain
why your services are important to
them
List why they would choose you over
another provider

21. 4. Your Promise – implied in
everything you do
Not a description of what you do
It is partly ‘your mission’
It is the ‘character’ of your business
It is the means of providing value to
your customers

23. Two examples of a brand promise
Whose Promises are these?
“To inspire moments of
optimism and uplift.”
John Lewis

24. 5 Write it down

25. Remember

26. Your key to positioning
 Positioning is a marketing strategy that aims
to make a brand occupy a distinct position,
relative to competing brands, in the mind of
the customer.

27. A Product – broken into three
The Three Levels

28. Positioning Map 1

29. Positioning Map 2
Perception rather than actual

30. Positioning Map 3 – My Favourite
Market
Perception
Demographic

31. Take 10 Minutes
Think of your product / service and its
market place
What needs does your product / service
satisfy?
What features does it have?
How would you rate the quality?
On a positioning map with Price on the
horizontal and a Benefit / Feature on the
vertical position your offering

32. Any questions?