Service Productization

GATE: Confirm the service and common request pattern before productizing.

Phase 2: Package Design

Identifying the Core Offer

Strip the service down to the repeatable, high-value deliverable:

1. List everything you do for a typical client in this service area
2. Identify the 80/20 — what 20% of activities deliver 80% of the value?
3. Remove customization — what can be standardized without hurting outcomes?
4. Define the boundary — what is included and what requires a separate engagement?

Package Structure

Create 1-3 tiers:

## [Service Name] Packages

### Starter — $[price]
**Best for:** [Who this is for]
**Includes:**
- [Deliverable 1]
- [Deliverable 2]
- [X] rounds of revisions
**Timeline:** [X] business days
**Not included:** [Key exclusion]

### Professional — $[price] ← Most Popular
**Best for:** [Who this is for]
**Includes:**
- Everything in Starter, plus:
- [Additional deliverable]
- [Additional deliverable]
- [X] rounds of revisions
**Timeline:** [X] business days

### Premium — $[price]
**Best for:** [Who this is for]
**Includes:**
- Everything in Professional, plus:
- [High-value add-on]
- [Priority support or faster timeline]
- [Strategy session or ongoing support]
**Timeline:** [X] business days

Pricing Strategy

• Price based on value delivered, not hours spent
• The middle tier should be the target — price it to be the obvious choice
• Bottom tier covers costs and serves as an entry point
• Top tier exists for premium buyers and makes the middle tier look reasonable

Phase 3: Delivery Process

Standard Operating Procedure

## Delivery SOP — [Service Name]

### Step 1: Client Onboarding
- Client purchases package or completes intake form
- Automated welcome email with timeline and next steps
- Collect all required materials (questionnaire, assets, access)

### Step 2: Production
- Day 1-2: [Initial work]
- Day 3-5: [Core deliverable creation]
- Day 5-7: [Quality check and internal review]

### Step 3: Delivery
- Send first draft to client with review instructions
- Client provides feedback within [X] business days
- Implement revisions (round 1 of [X] included)

### Step 4: Finalization
- Deliver final files in specified formats
- Send follow-up email with usage tips or next steps
- Request testimonial or review (7 days post-delivery)

Intake Questionnaire

Create a standardized intake form that replaces custom discovery calls:

• What is your business and who is your target audience?
• What is the primary goal for this [deliverable]?
• Share any examples or references you like
• What brand guidelines or assets should we use?
• Any deadlines or constraints?

Phase 4: Sales Page & Positioning

Service Page Copy Structure

## [Service Name] — [Outcome-Focused Tagline]

### The Problem
[2-3 sentences about what the client struggles with]

### The Solution
[1-2 sentences about your productized service]

### What You Get
[Package breakdown — Starter / Professional / Premium]

### How It Works
1. [Step 1 — buy or book]
2. [Step 2 — provide info]
3. [Step 3 — receive deliverable]

### Results
[2-3 client results or testimonials]

### FAQ
[3-5 common questions]

### [CTA Button: "Get Started" / "Choose Your Package"]

Positioning vs. Custom Services

Anti-Patterns

• Productizing too much at once — start with one service, perfect the process, then expand. Do not launch 5 packages simultaneously.
• Including everything — productization requires saying no. Custom strategy, unlimited revisions, and ongoing support cannot all be in the base package.
• Pricing too low — fixed pricing should be MORE profitable than hourly work because your efficiency improves over time.
• No intake process — without a standardized questionnaire, you end up on custom discovery calls defeating the purpose.
• Rigid packages with no upsell path — always offer a way for clients to add on or upgrade.

Recovery

• Service is too complex to productize: Productize one piece of it — the most common, repeatable deliverable. Keep the rest as custom work.
• Clients want customization: Offer the productized package as the base with clearly priced add-ons for custom elements.
• Not enough volume to justify standardization: Start with the process and templates anyway. When volume comes, you will be ready.
• Delivery quality varies: Tighten the SOP, create templates and checklists, and build in a quality review step before delivery.
• Clients choosing only the cheapest tier: Adjust the tier structure — make the middle tier significantly more valuable than the bottom.