skool os core

!

COREA fast and easy strategic planning framework for customer centric design

SKOOL OS

Design Agency Edition

TM

TM

Copyright © 2014 The Skool Inc. All Rights Reserved.

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1. Learn how to improve your value proposition to clients

2. An easy to use strategic planning framework

What’s in it for you?

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.

Boutique Studio

Large Studios / Agencies

Solo Designer

Solo Designer

Solo Designer

Solo Designer

Solo Designer

Solo Designer

Solo Designer

Solo Designer

Large Clients

Premium!Full Service!

$30 - 100 million +

Creative!Specialized!

$1 - 3 million

Diverse Skills !Global!

$60 to 300,000

Traditional Design Agencies:

Why?!•Low cost production •Easier to find talent

!Solution:!You need to improve your value propostion

You’re getting squeezed Coca Cola, Toyota

Motion Graphics Firms:

Motion Studio

Large Agency

Large Clients

Why?!•Low cost production •Easier to find talent

You’re getting squeezed

!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

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.

Production

Design

Strategy

$

$$

$$$$

Go up the value chain

Easily Offshored

Agency

Design Studio

Hard to Replace

UX Strategy

Switch from “Design only” to “Design + Thinking”

Eg. An identity system

Selling “Design”

A

$

Selling “Thinking”

B

Solution

$$

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

Define

Prioritize

The Brand

The Customer

Needs

Defining The Customer

Define The Customer

Customer

Example: Tea Haus A growing Tea Shop in Thousand Oaks, CA

Influencers Your Client’s Current Customers

Your Client’s Employees

User Categories

Your Client’s Ideal Customer

Where most of the revenue is coming from

currently. !

Example: Older Tea Drinkers

Who you want more business from.

!!

Example: The Suburban

Yoga Mom

The current team serving customers.

!!

Example: The College Part-time

Worker

The local restaurant critic !!

Example: The Famous Chef Blogger

Demographics

• 39 Years Old

• Married

• Husband Bill - CEO, Medium Corp

• 2 Kids, 10 and 13 Boy and Girl

• Thousand Oaks, CA

• $175,000

Customer Back Story !• Busy mom

• CEO of Household

• Busy driving around town caring kids to soccer, school and extracurricular

• Loves Yoga

• Tea lover, seeks temporary escapes

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

Exceed their needs !• Great interior design

• Most expensive imported tea

• Well trained experienced staff

• Amazing mobile site with hours of operations

• Loyalty Program

• Sophisticated design

• !

Name

Jane Karp !User Type

The Suburban Yoga Mom

Demographics

• 39 Years Old

• Married

• Husband Bill - CEO, Medium Corp

• 2 Kids, 10 and 13 Boy and Girl

• Thousand Oaks, CA

• $175,000

Customer Back Story !• Busy mom

• CEO of Household

• Busy driving around town caring kids to soccer, school and extracurricular

• Loves Yoga

• Tea lover, seeks temporary escapes







How do you exceed their needs !• Great interior design

• Most expensive imported tea



• Loyalty Program


• !

Name

Jane Karp !User Type

The Suburban Yoga Mom

Prioritize Needs

Prioritize Needs







How could you exceed their needs !• Great interior design

• Have most expensive imported tea



• Loyalty program


• !

Deliverables !• Posters & wall graphics

• Point of purchase displays

• Packaging for loose leaf

• Staff uniforms

• Training videos

• Responsive website

• Customer loyalty cards

• High end menus

!• !

!What they need

!How to exceed needs 1 2

!Deliverables 3

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

Staff 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

Defining The Brand

The BrandDefine

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

1 2 3 4 5

CORE Brand Attributes:

Culture Customer Voice Benefit Value X-Factor

6

Culture1 How would your customers and employees describe your company.

Example: !Sophisticated Ceremonial Relaxed

How would you describe your ideal customer.

Example: !Health Concious Forward Thinking Easy

Customer2

✓ 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”

How you sound to others.

Example: If your brand was a person describe them. !Attribute:!!Wise Forward Thinking Kind

Voice3

Archetypes

Joker Fun

Playful

Seductress Desirable

Rebel Rebellious

Hero Adventurous

Brave

Wise Trustworthy

Wise

Mother Generous

Caring

Friend Straightforward

Friendly

Maiden Innocent

Kind

Dreamer Idealistic Different Creative

King In Control Assertive

How you make people feel.

Example: After interacting with your product how does someone feel? !Attribute: !Mindful Relaxed Refreshed

Feeling 4

The tangible results that you provide.

Example: What quantifiable outcome do you provide? !Attribute: !Re-energized Save time Empowered

Impact 5

What makes you unique.

Example: If you were an adventure novel what would you be about? !Attribute: !Escape Travel Asia

X-Factor 6

1

2

3

4

5

6

Name Tea Haus Who you are

Product Custom Teas What you provide

Culture Sophisticated How your customers describe you

Customer Health Concious You ideal customer

Voice Wise How you sound to others

Benefit Mindful How you make people feel

Value Re-energized Tangible results you provide

X-Factor Escape That one thing that makes you unique

Culture

Culture

Sophisticated

Custom Teas Tea Haus

CORE Brand Statement

provides to

in a

Health Concious customers

enviorment with a Wise

Voice

voice. Helping them feel Mindful

Benefit

Customer

Re-Energized.

Value

and be

Want to see a LIVE Demo of the Skool OS CORE? Sign Up Here: TheSkoolRocks.com