Bianca is masterful at strategy and analysis where marketing and branding are concerned – but what makes her truly exceptional is her understanding of human behavior. She’s eternally curious and uses a philosophical approach to resolve business conundrums. She demystifies the process of strategy for clients and gets to the core of 1. what they do, 2. why they do it and 3. why clients should care AND ACT (buy, read, engage, hire).
MAGALIE RENE
Founder and CEO of Foundations Design GroupValue of Service Project Highlights
21%
Package Pricing Increase
Simplified
Proposal Process
Templated
Pricing Process
Value of service tends to be vague especially when it comes to estimating prices.
Entrepreneurs can find that it’s harder to set a price tag on services than with raw materials and tangible products.
(Or can it be easier?)
Cue design thinking and the application of Perceived Value Theory.
Let’s dive in to how we solved this pickle.
Backstory + Problem
Foundations Design Group – an interior design firm focused on redesigning schools. The interior designer, Magalie Rene requested services to improve her proposal design.
She is the bestselling author of “Kid-Smart Spaces – Decorating a Classroom That Changes Lives.” and has been featured in national magazines including Dr. Oz The Good Life and Good Housekeeping
We discovered the opportunity in her pricing process to increase her profits and improve effectiveness given the market value and service value.
The Solution
Process Development
- investigate the step-by-step process of delivering the service’s value
- identify where the perception of service value can be expanded
- articulate the details and communicate it visually in project proposal
- Perceived Value Theory: A customer’s perceived value is based on their belief that your brand meets or exceeds their expectations. There are a number of factors that determine how consumers create this value, and it can differ between consumers.
Expanded Perceived Value of Service
Originally the proposal was categorized into minimal service groups. In the updated proposal we removed the “umbrella of services” to their own category, expanding the perceived value of services.
Visually Communicated Value
We translated the new expansion of services by grouping them instead by number of rooms the service would be applied to.
The Result
Consciously Designing Value of Service
We were able to increase the value and income of Interior Designer’s Service Packages by 21%.
