Portfolio Panorama: Crafting An Effective Offering Mix

• Current micro consultancy partners, with less than 12 full-time employees, who want to grow both their revenue and profitability and lack the capabilities to review and design service and product offerings.
• Solo consultants who want to improve marketing and sales effectiveness, develop and leverage income-generating assets, and clarify their service offerings.

In the past few years, I've helped several consultants develop and bring new offerings to market.

It's one of the most important growth drivers after all: New offerings are a lever to acquire new clients, retain and grow your existing ones, and strengthen pricing. It can also be used to leverage income-generating assets such as existing IP and proprietary data. Yes, they are that important.

But even more important than looking at individual offerings is how you design your offering mix - the different products and services you can offer to your audience. If all of your services are low-ticket, you end up leaving money on the table from satisfied clients that are willing to invest more in exchange for more value. If all your engagements are big and relatively expensive, it will be tougher to build trust and acquire new clients who haven't worked with you before.

But if you have already invested time in thinking about a value ladder, you know this is far from easy. Having too many offerings distract and confuse prospects, too few cap your ability to upsell. And there's also a question of what to charge for.

Many partners and founders believe new services or products need to be profitable on their own. That if it provides great value, it will become a profit center.  Those consultants often say to me things like:

• "There's a lot of value in this content, so it's more than fair that we charge for it right?"
• "We can't really measure any impact from social media and email marketing - I'm wasting time that could be invested in projects, billing clients."
• "If people want me to go speak at their event they should pay my fees. I don't work for free."

Can you see the problem here? That's not how consultancies are marketing their businesses today.

Partners invest hours creating quality content they offer for free, but that's what builds their profile and supports higher consulting fees. Many give away books and educational workshops for selected prospects. They might "lose" money and billable hours in social media or speaking engagements, only to earn much more with coaching, advising, or digital products.

The consultancies that thrive today are those that build a polished product and services ecosystem.

You can't try to take the ecosystem apart and measure each offering in isolation. Online webinars might seem like a waste of time. But maybe they are the key to accessing a new segment of profitable consulting clients.

None of your offerings deserve to be seen as "our best service", they all work together. Your goal is to create a valuable ecosystem that delivers results and a great experience, while keeping your clients and audience interested and engaged. This workshop will help you do that.

This is a 3-hour actionable workshop. Danilo will facilitate the learning, discussion and exercises

• There will be videos and/or reading material distributed beforehand. Dedicating time to this preparation is optional, but recommended for participants to make the best of their time. Danilo will provide context to all participants before any activity.
• A significant part of the workshop is dedicated to structured assignments. Those exercises can be done with a simple pen and paper or digitally. If you prefer the former, templates will be made available for you to download and print before the workshop. Otherwise, the link to access digital tools that will be shared during the event.
• We respect your privacy and want you to feel comfortable sharing your thoughts and questions. Participants won't be able to see each other's names, and your questions will be shared anonymously unless you allow it). We take confidentiality seriously and are committed to providing a safe and secure environment for all
• The workshop includes a 45-min call every participant can schedule with Danilo for individual and bespoke advice. This follow-up call offer is valid for 30 days, counting from the workshop date. A dedicated scheduling link will be shared to participants at the end of the workshop.

• Equipment: A computer with internet connection and the ability to run Zoom.
• Setup: To make the most of your workshop, we recommend joining via a laptop or desktop computer on a table with enough room for you to take notes if needed.
• Healthy mindset: During this workshop you will be asked to step outside your comfort zone. The more you do so, the more insights you will find.

• Personalized feedback: You can ask questions and get personalized feedback from Danilo on these ideas apply to your specific consulting practice.
• Actionable takeaways: All participants will leave the workshop with actionable takeaways that they can implement to their businesses immediately.
• Case studies and examples: We will provide relevant case studies and examples to illustrate how other consultancy partners have improved their offering mix.
• Follow-up support: The workshop includes a 45-min individual consultation with Danilo for bespoke advice.