SKOOL OS CORE

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Design

Published on February 18, 2014

Author: theskool

Source: slideshare.net

Description

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

SKOOL OS TM CORE TM Design y Agenc Edition How to define, understand & prioritize anything Copyright © 2014 The Skool Inc. All Rights Reserved.

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 Premium Full Service $30 - 100 million + Boutique Studio Creative Specialized $1 - 3 million Solo Designer Solo Designer Solo Designer Solo Designer Large Studios / Agencies 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

How do you do that?

A strategic planning framework to facilitate customer centric design, define and prioritize customer needs, define their brand and produce tangible 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 • Thousand Oaks, CA • $175,000 • Busy mom • CEO of Household • Busy driving around town caring kids to soccer, school and extracurricular • Loves Yoga • Tea lover, seeks temporary escapes 2 Kids, 10 and 13 Boy and Girl • Customer Back Story 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 • To know if she can come before yoga in the morning Amazing mobile site with hours of operations • Loyalty Program • Feel appreciated • Sophisticated design • Feel it’s a premium brand • • Great service because she wants to feel special Exceed their needs

Demographics • 39 Years Old • Married • Husband Bill - CEO, Medium Corp • Thousand Oaks, CA • $175,000 • Busy mom • CEO of Household • Busy driving around town caring kids to soccer, school and extracurricular • Loves Yoga • Tea lover, seeks temporary escapes 2 Kids, 10 and 13 Boy and Girl • Customer Back Story 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 • To know if she can come before yoga in the morning Amazing mobile site with hours of operations • Loyalty Program • Feel appreciated • Sophisticated design • Feel it’s a premium brand • • Great service because she wants to feel special How do you exceed their needs

Prioritize Needs Priortize Needs

What they need 1 Customers Needs & Why How to exceed needs 2 How could you exceed their needs Deliverables 3 Deliverables • 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 Packaging for loose leaf • Staff uniforms Training videos • Responsive website Customer loyalty cards • High end menus Great interior design • Have most expensive imported tea • • • • • Point of purchase displays • • Posters & wall graphics Well trained experienced staff • Amazing mobile site with hours of operations • • Loyalty program Sophisticated design Feel it’s a premium brand

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

Next: How do I use this? Copyright © 2014 The Skool Inc. All Rights Reserved.

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