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Packaging Your Web Design Serviceto save time and make more money
Presented by Jane Tweedy for WordCamp Brisbane October 2018 #wcbne #faqbusinesstraining Twitter @faqbusiness
faqbusinesstraining.com.au ©2018 FAQ Business Training 1
Disclaimer
•All information provided is general in nature and may not apply to you.
•Please arrange to speak to me one on one, and/or seek individual advice.
•You can receive a copy of the slides for your personal use. Please do not distribute to others.
faqbusinesstraining.com.au ©2018 FAQ Business Training 2
Agenda• Speaker introduction• Determining underlying price• Packaging
• Move from hourly• Tiered packages• Value add extras
• Challenges• Summary and additional Q&A
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Speaker introduction – Jane Tweedy
• Small business owner (old JTCS business being split)How to Job SearchFAQ Business Training
• NSW Government Business Connect Advisorvia Western Sydney Business CentreProvide four hours of advice at no cost to small business
• At WSBC worked with over 850 small businesses one on one• Former life in corporate • Lifelong learner including MAF
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Business Connect
•NSW Government (NSW Department of Industry) funded program
•Available to all NSW resident small businesses •4 hours fully subsidised one on one business advice –NO COST to you!
•Not NSW? business.gov.au/assistance
©2018 FAQ Business Training 5faqbusinesstraining.com.au
Common pricing issues
•How long?•Creatives•How to quote•Sticking by your price•Justifying value•Making money, not just work!
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Why is pricing so important?
BAD (YET REAL) EXAMPLE:• Sale price: $100• Buy item w/s: ($85)• Shipping (free): ($ 8)• Packaging: ($ 2)• GROSS PROFIT ? $ 5 No it’s not … because …………• Labour, petrol for 3 hours driving to collect and post item,
overheads, marketing= way into negatives!!!
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Pricing services
•Very similar to products•Packages are your ‘products’•Packages contain
productised services
… but wait there’s morefaqbusinesstraining.com.au ©2018 FAQ Business Training 8
Communicate your value
•People buy when:
•You solve their problem •They feel good•Can see a result•Price acceptable
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Pricing – the hidden value
•Clients different•Value differently
= Your ideal client?
•Your social proof, awards, reputation
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Determining priceStart with a base chargeable hourly rate
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Calculating cost
•COGS (variable)•Pack & ship•Overheads (fixed)•Labour & profit
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Labour cost
•Direct (P or S related)• Indirect (business)
•Time versus expertise•Functions
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Tax
Put aside immediately:•GST•PAYGW/Super
•Money aside for EOY tax
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Overheads/fixed costsCosts paid regardless of volume
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Overheads/fixed costs - essential
Pay even if you make no sales• Insurance•Equipment • Industry association* fees (and linked CPD)•Website/domain name…•Software
* Can be optional
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Overheads/fixed costs (optional)
•Networking fees•Business coaches/advisors•Training costs – WordCamp incl. travel•Higher priced software•Marketing
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Rough break even calculation
Source: NAB
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Variable costsCosts directly related to the sale
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Variable costs
These can be reduced if need be:•Materials (customer maintains)•Supplies (consumed: ink, disposable gloves…)•Sub contractors …
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Profit and youNot an after thought!
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Profit
•Pay yourself first • Even if you have staff
•Arbitrary, % of sales•Benchmark
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Profit
The most positive impact on profit is to raise prices
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Acceptable pricing rangeWhat price can the market take?
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Acceptable price range
Check your price falls in peer range or adjust inputs
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Too high
Too low
ACCEPTABLE
$$$
$0
$
$$
Why we don’t quote hourlyHourly rates are too easy to question!
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Labour hourly charge – why not?
•Turn around to result• Confidence• A lifetime to get the hour• Hourly rate punishes speed• Relative risk
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Video to watch
• Chris DoHow to Price Design Serviceshttps://www.youtube.com/watch?v=RKXZ7t_RiOEKey messages in video:@3’50” – price client not job@11mins – hourly rate time/$
punished for being good?@21 mins - social proof, least risky option, be an expert@27”25’ – increase revenue, guarantees, ROI
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PackagingMinimise hourly rate quotes
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USP, feel good and solution
•Value – emotional benefit•Unique selling points (USP)
•Be positive
•Solution to their problem•Goal/resultfaqbusinesstraining.com.au ©2018 FAQ Business Training 30
Hourly rates base but not disclosed
Minimise hourly rate quotes•comparison-itis•penalises efficiency/expertiseinstead•explain your service• include value-add offers
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Packaging basics
Combine products and services•More perceived value•Productise your service – save time
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Package tiers
Consider three tiers
•Tier one at budget•Tier two more perceived value, but no extra time•Tier three increase in cost and time, and value
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Three tier packaging
Scope, time, timeframes, quality, cost = perceived value
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Outside boxes are perceived client value.
Perceived value
Three tier packaging
Bronze/silver similar time/cost
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Orange boxes are your cost
Three tier packaging
Silver = more profit without more effort
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Middle boxes are your profit
Bronze budget package
Extras should help you …• win the deal• minimise time answering questions
• minimise variations without extra charge
= save time!
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Bronze budget time savers
•Tedious questions•How to’s• Instructions•Fiddly things•Needs visuals
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Bronze – web examples
•Website brief document/ebook•How to …edit text•… add a photo•… insert a blog•Checklist items needed for site
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Value add offers – silver
Extras not extra time•Create once and resell over and over•May be flexibility, added payment methods•Could be level of inclusions, limited scope of suppliers
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Value add offers – silver
•Productised services•Sell on your site too•Addresses pain points/questions•Genuine extra value •FOMO
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Value add offers – web examples
• What pages for your website• How to do keyword research• What to include in your about page• How to create 100 blog ideas …
Presented as videos, ebooks, short online courses …
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Value add offers – gold only - time
More time•Greater selections•Could be level of inclusions•More consultation•More to and fro by phone and email
… charge accordingly!
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ChallengesExceptions and difficulties
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How many sales to allocate costs to?
•New business•Can you forecast?•One service or multiple?•Lead generators (loss leaders)?
•How do you allocate the fixed cost?
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Value trade-offs
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Cost
Scope
• Only reduce cost if something else reduced• Consider your values
Trade off if reduce price
•To reduce price must give up something
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CostCost
Scope creep
•If the customer wants more –charge for it!!!•Be clear from the outset – manage expectations!
•Be clear in your agreement
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Challenges arising for creatives
•Need to be ‘in the zone’•Making a decision•Perfectionism•Cost of quoting
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Qualify your clients
•Your ideal client?•Genuine interest and urgency?•Capable of committing time and money?
•Be friendly, gauge the person•Do not cross the line
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Changes to processes
Time calculations•Often under-estimated•For at least a few weeks
time log every thing
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Changes to processes
Restrict choices• Too much choice = indecision!• Only gold gets free reign• Otherwise limit suppliers/choices/themes
Too perfect?• Is perfectionism ruining us?
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SummaryPricing and packaging
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Summary of pricing• Determining price
• Overheads/Fixed• Variable costs• Profit and owner time• Acceptable price range• Allocate across business
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Summary of packaging• Packaging
• Three tiers• Bottom minimal time• Silver extras not time• Gold more time
• Challenges• Calculating time• Communicating value
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Next steps
•Review your costs and pricing• Sign up for additional online training• https://faqbusinesstraining/bbbsbss
•Review your value proposition•Review your peers
•Test your new pricing
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ContactsKeep in touch with FAQ Business Training
[email protected] or 0490 122 041 or via LinkedInSign up to receive emails about new courses (some free)!
NSW Business Connect Advice (4 hours no cost)Available across NSW
https://www.industry.nsw.gov.au/business-and-industry-in-nsw/businessconnectOutside NSW alternative business.gov.au/assistance
Thank you for joining me today!
faqbusinesstraining.com.au ©2018 FAQ Business Training 57
Pricing a cushion – bonus contentMore stuffing than you may expect …
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The obvious
•Fabrics•Cushion insert•Trim•Zip•Cotton•Packing/shipping•Care label
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The rest of the pricing inputs
Compare Myer vs a sole trader making the cushions:- Direct labour costs (e.g.
sewing)- Indirect labour (e.g. admin)
- Overheads/fixed costs- Both optional and essential
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Overheads excluding labour
faqbusinesstraining.com.au
Big business Handmade
- Electricity - Electricity
- Premises rent or mortgage - Patterns if applicable
- Phones - Pins, needles
- Marketing – print, TV - Equipment (purchase and maintenance)
- Fitout and racks
Big business Handmade
- Cleaning products - Software, business equipment
- Point of sale system - Insurance
- Accounting system, software - Petrol and car mileage
- Insurance - Website and marketing
- Uniforms - Tape, pens to help packaging
Obvious
Not soobvious
Far from complete!This is just a starter!
©2018 FAQ Business Training©2018 FAQ Business Training 61
Labour
faqbusinesstraining.com.au
Big business Handmade
- Offshore workers (Pakistan) low cost - Sewing time (often not fully charged)
- Sales staff - Cutting and pinning time
- Time to package and deliver
Big business (charged) Handmade (rarely charged)
- Head office staff including marketing - Admin and invoicing
- Cleaners/security - Designing, picking out fabrics & trim
- Designing/choosing design - Travel time to shop and post office
- Staff Christmas party! - Packaging time
- Board of Directors - Marketing and admin + you
Direct
Indirect
Not complete.This is just a starter!
©2018 FAQ Business Training©2018 FAQ Business Training 62