industry: planning & photography
Ash Fox Proposal Planning & Photography
Ash Fox is the leading expert in proposal planning and photography, helping partners celebrate and capture their love in custom NYC marriage proposals.
She’d mastered the art beautiful and meaningful proposals, but needed help on re-structuring her packages to allow for a more structured, smooth process for her and the AFP team on the back-end. That’s where our Strategy Intensive came in!
Our Goal:
Create effective packages for Ash Fox, rooted in market analysis and the needs of the company.
Photo credit: Ash Fox Proposal Planning & Photography
phase one
Market Analysis
When creating or re-structuring offers, the first step is to take a deep look at the current market. Habits, patterns, and needs can change over time, so this is crucial to revisit over time.
In looking at the AFP audience, we found 3 primary opportunities to streamline their offer and buying process to better cater to the needs of their specific ideal client:
Create more targeted content that directs the audience where to go next efficiently and without unnecessary steps.
Demonstrate value through clear, active statements (too much emotion or fluff can deter progression through the sales process).
Prioritize mobile and tablet-friendly design. The AFP audience used these two devices to research and shop more than average.
Have you studied your market’s needs lately?
phase two
Pricing and Offer Audit
Another piece of Ash’s Strategy Intensive was doing a deep dive into the company’s revenue sources from the last 2 years.
investing in what’s working
We discovered a stable income and product mix, indicating that internal capacity was the largest limiting factor in the growth of AFP. Based on which offers were consistently selling and generating revenue, we outlined a few strategies Ash could implement to scale the company in the next year.
The audit and strategies presented also included an in-depth competitor analysis, so we could be sure Ash wouldn’t price herself out of her market, or limit future opportunities to scale into new markets.
Do you know how your offers are serving you?
phase three
Website Audit
Another key element of our strategy intensive was conducting a website audit. Ash’s clients primarily learn about their services and inquire through this platform, so it was important that the site was working as effectively as possible.
We analyzed how the Ash Fox website was performing in the following areas:
Keywords and SEO
Site usability
Use of links (internal and external)
Responsiveness and load times
Based on our findings here and in our market analysis, we made several recommendations for the website moving forward—the main suggestion being a detailed plan on how to reduce the number of steps needed to book her service.
