The Context.
Since 2018 Make It Posh has specialized in creating and producing events like workshops and conferences, focused on the value of face-to-face experiences, but in the midst of the Covid-19 pandemic, Mafer (owner and director) and her team made pivotal changes in the services they offered to adapt to the needs of their clients and the global situation.
This transition from in-person events to digital experiences left them with the need to reevaluate the way they add value to their clients and how to restructure and communicate the different services they offer.
The Challenge.
— Understand the changes in their value proposition and redefine the key messages that help them communicate this to the clients.
— Restructure the core offer focused on digital experiences, and update the services they offer.
— Restructure the core offer focused on digital experiences, and update the services they offer.
The Process.
A design sprint: workshop and consulting project.
01 — Discovery
In this phase, my goal was to understand key aspects of Make It Posh’s business strategy like purpose, vision, customer profiles, and competitive advantages. For this, I use a workbook with exercises and prompts to collect the information, and a short meeting to clear out any doubts. Also, I do secondary research to understand their competitors and market context.
In this phase, my goal was to understand key aspects of Make It Posh’s business strategy like purpose, vision, customer profiles, and competitive advantages. For this, I use a workbook with exercises and prompts to collect the information, and a short meeting to clear out any doubts. Also, I do secondary research to understand their competitors and market context.
02 — Workshop Design
With the recollected information as a baseline, the next step is to design a workshop with exercises that focus on:
· Understanding current business problems and goals.)
· Exploring a new Value Proposition.
· Mapping their new services and products.
· Understanding current business problems and goals.)
· Exploring a new Value Proposition.
· Mapping their new services and products.
* For this particular workshop I used concepts and principles from the Business Blueprint (IDEO U) and Value Proposition Canvas (Strategizer) as the foundation for the exercises.
03 — Facilitation
This part of the process is a remote session with the company's director where the workshop designed in the previous phase is facilitated through an online whiteboard platform (Miro). This helps me guide the conversation, ask strategic questions and document insights in a structured way.
This part of the process is a remote session with the company's director where the workshop designed in the previous phase is facilitated through an online whiteboard platform (Miro). This helps me guide the conversation, ask strategic questions and document insights in a structured way.
04 — Debrief + Analysis
After the workshop, while the experience is still fresh, is important to look at all of the information documented and take the time to highlight valuable insights and take notes about the results obtained.
After the workshop, while the experience is still fresh, is important to look at all of the information documented and take the time to highlight valuable insights and take notes about the results obtained.
05 — Delivery
This phase is all about conclusions and presenting results, I create a report that summarizes the process and presents the guidelines to Make It Posh’s new value proposition and offer structure.
This phase is all about conclusions and presenting results, I create a report that summarizes the process and presents the guidelines to Make It Posh’s new value proposition and offer structure.
The Results.
A playbook: value proposition and offer.
This playbook is a document that functions both as a report of the process and as a guide to their new offer and value proposition strategy. The document covers:
— Business purpose, objectives, and goals.
— New value proposition and detailed differentiation factors.
— New offer map, with a detailed description of their 3 core services (customer target, best selling points, pricing, and process).
— Recommendations and next steps (action plan).
The Impact
— Redesign of two key elements of their business model (value proposition and offer) to adapt to the changes in the market.
— Design of service process for the core offer (3 services).
— Clear guidelines and key messages to build their new marketing and sales strategy primarily focused on website updates and content plan
— Design of service process for the core offer (3 services).
— Clear guidelines and key messages to build their new marketing and sales strategy primarily focused on website updates and content plan
