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TM

SKOOL OS
!

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.


Want to see a LIVE Demo of the Skool OS CORE? Sign Up Here: TheSkoolRocks.com
Whats in it for you?

1. Learn how to improve your


value proposition to clients

2. An easy to use strategic


planning framework
Its 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:
Large
Coca Cola, Toyota
Youre getting squeezed Clients

Why?!
Low cost production
Easier to find talent

Solo Solo Solo Solo


! Large Designer Designer Designer Designer
Boutique
Solution:! Studios /
Studio
You need to improve Agencies
Solo Solo Solo Solo
your value propostion Designer Designer Designer Designer

Premium! Creative! Diverse Skills !


Full Service! Specialized! Global!
$30 - 100 million + $1 - 3 million $60 to 300,000
Motion Graphics Firms: Large
Clients
Youre getting squeezed

Why?!
Low cost production 2 Man 2 Man 2 Man 2 Man
Easier to find talent Shop Shop Shop Shop
Large
! Agency
Solution:!
2 Man 2 Man 2 Man 2 Man
You need to improve Shop Shop Shop Shop
your value propostion

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 Design Studio


Easily Oshored

Production
$
Switch from Design only to Design + Thinking

A B

Selling UX Selling
Design Strategy Thinking

Solution Solution Solution Solution Solution

$ $$ $$ $$ $$
Eg. An identity system 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 The Customer

Prioritize Needs

Define 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 Clients Your Clients Ideal Your Clients Influencers


Current Customers Customer Employees

Where most of the Who you want more The current team serving The local restaurant critic
revenue is coming from business from. customers. !
currently. ! ! !
! ! ! Example:
Example: Example: Example: The Famous Chef Blogger
Older Tea The Suburban The College Part-time
Drinkers Yoga Mom Worker
Demographics Customer Back Story
!
39 Years Old Busy mom
Married CEO of Household
Husband Bill - CEO, Medium Corp
Busy driving around town caring kids to
2 Kids, 10 and 13 Boy and Girl soccer, school and extracurricular
Thousand Oaks, CA Loves Yoga
$175,000 Tea lover, seeks temporary escapes
Name

Jane Karp Customers Needs & Why Exceed their needs


! ! !
User Type Great ambiance to escape from kids Great interior design

The Suburban Quality product because she is a tea Most expensive imported tea
connoisseur
Yoga Mom Well trained experienced sta
Great service because she wants to feel
special Amazing mobile site with hours of operations
To know if she can come before yoga in the Loyalty Program
morning
Sophisticated design
Feel appreciated
Feel its a premium brand !
Demographics Customer Back Story
!
39 Years Old Busy mom
Married CEO of Household
Husband Bill - CEO, Medium Corp
Busy driving around town caring kids to
2 Kids, 10 and 13 Boy and Girl soccer, school and extracurricular
Thousand Oaks, CA Loves Yoga
$175,000 Tea lover, seeks temporary escapes
Name

Jane Karp Customers Needs & Why How do you exceed their needs
! ! !
User Type Great ambiance to escape from kids Great interior design

The Suburban Quality product because she is a tea Most expensive imported tea
connoisseur
Yoga Mom Well trained experienced sta
Great service because she wants to feel
special Amazing mobile site with hours of operations
To know if she can come before yoga in the Loyalty Program
morning
Sophisticated design
Feel appreciated
Feel its a premium brand !
Prioritize Needs

Prioritize
Needs
! ! !
1 What they need 2 How to exceed needs 3 Deliverables

Customers How could you exceed their Deliverables


Needs & Why needs !
! ! Posters & wall graphics
Great ambiance to escape from kids Great interior design
Point of purchase displays
Quality product because she is a tea Have most expensive imported tea
connoisseur Packaging for loose leaf
Well trained experienced sta
Great service because she wants to
Amazing mobile site with hours of Sta uniforms
feel special
operations
To know if she can come before yoga Training videos
in the morning Loyalty program
Responsive website
Sophisticated design
Feel appreciated
Feel its a premium brand
! Customer loyalty cards

High end menus

!
!
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

Sta 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


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
!
Dont 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 diicult 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 Desirable Rebellious Adventurous Trustworthy
Playful Brave Wise

Mother Friend Maiden Dreamer King


Generous Straightforward Innocent Idealistic In Control
Caring Friendly Kind Different Assertive
Creative
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 to Health Concious customers

Culture Voice Benefit

in a Sophisticated enviorment with a Wise voice. Helping them feel Mindful

Value

and be Re-Energized.
Want to see a LIVE Demo of the Skool OS CORE? Sign Up Here: TheSkoolRocks.com