E-Types is a design consultancy known for its "edgy" style. The document discusses whether E-Types should continue focusing on "edgy" work to build its reputation, or broaden its approach to appeal to more clients and allow for more growth. It recommends that E-Types continues its focus on "edgy" work in order to maintain its differentiated brand identity and charge higher margins, which will allow it to grow while staying true to its vision.

1. E-TYPES

2. E-TYPES
The Question?
Q. What should the e-Types strategy be going forward?
Should they continue to prefer "edgy" work and build a
reputation for that? Or should they "grow up" and
broaden their approach to appeal to more clients?
Remember, this is an ambitious company; they want to
grow large, but growth costs money -- what direction will
allow them to fulfill their ambitions? Can they make
enough money being edgy? Or must they broaden their
appeal to grow?
A. Going forward e-Types should prefer to remain "edgy"
and use that differenciation to enlarge its profit margins
allowing it to achieve its ambition.

3. E-TYPES
The Strategy

4. E-TYPES
Background
• eTypes is a design consultancy
based out of Copenhagen
• It creates beautiful brand identities
based on strong ideas and strategy
• Its style is "edgy" or "Smash the
world" type
• It is build around a small team that
brings with them creative and
business skills.

5. E-TYPES
Why this Strategy?
• e-Types is result of a collective mind. They are individuals
united by common thinking
• It is important to preserve this synergy which results in
"edgy"
• Opening up to mass market appeal would mean lowering
prices and increasing investment, this could result in lost
focus
• e-Types has already established a position which is more
easily defendable and primed for growth. This should used
as a strength to build the brand on
• Higher margins based on differenciation of intagible will
allow the company to grow and compete against larger
rivals

6. E-TYPES
How to hyper-differenciate
• Ensure services fit individual customers
• Dig deep into the soul of client and their
strategy
• Incease information around e-Types story and
the services it provides
• Target customers using social networks and
word of mouth
• Increases customer stickiness based on
Intangible - personal touch & wow factor
• All of these efforts will result in reducing the
importance of price for the customer
Short
term
Medium
term
Long
term

7. E-TYPES
Impact
• As result of the strategy choosen, e-
Types will have to say no to certian
type of customers
• These will be prospects that cannot
be qualified to pay the "premium" of
delight or are looking for
conservative not edgy work.

8. E-TYPES
Which Design to present
• E-Types should present the "edgy" design
to Team Danmark as it conforms with the
suggested growth strategy.
• By selecting the "edgy" design the
competition will further establish e-Types
as an "edgy" design company and not
send any mixed signals about their
capability