SkoolCORE

!

SKOOL OS

TM

CORE

TM

Design y Agenc Edition

A fast and easy strategic planning framework for customer centric design

Copyright © 2014 The Skool Inc. All Rights Reserved.

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What’s in it for you?

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? !

Attribute: !

Escape Travel Asia

Name

Tea Haus

Who you are

Product

Custom Teas

What you provide

1

Culture

Sophisticated

How your customers describe you

2

Customer

Health Concious

You ideal customer

3

Voice

Wise

How you sound to others

4

Benefit

Mindful

How you make people feel

5

Value

Re-energized

Tangible results you provide

6

X-Factor

Escape

That one thing that makes you unique

CORE Brand Statement Customer

Tea Haus

provides

Custom Teas

Sophisticated Value

and be

Re-Energized.

Health Concious

Voice

Culture

in a

to

enviorment with a

Wise

customers

Benefit

voice. Helping them feel

Mindful

Want to see a LIVE Demo of the Skool OS CORE?

Sign Up Here: TheSkoolRocks.com