Playbook for Digital Agencies
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Playbook for Digital Agencies

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Business model

Designing unique and profitable products and services.
Digital agencies ー like other types of professional services ー sell their knowledge, skills, and abilities to clients who need online and systems help, normally in the marketing space. Agencies deliver value to their clients (both the outcome product as well as the service interaction) and recoup it through payment for those services and product.
When defining a product, you normal talk about the features and value the purchaser gets. What's funky with digital agencies is that the product outcome is highly dependent on the client: their needs, what they want and expect, and how they feel about the outcome, regardless of its actual worth.

Product

Some common outcomes of the work between a digital agency and client.
Product Catalogue
2
Name
Description
1
Website
Build a new website
2
App
From low-code to a fully running app.
3
Email Campaign
Make a drip email in Mailchimp.
4
Article Writing
Write some articles for you
5
Infographic
Design pretty visuals.
6
SEO
Optimize your website.
7
Market Automation Implementing
Setting up Hubspot
8
Website Maintenance
Making sure the site is up and working.
9
Hubspot Retainer
Ongoing Hubspot improvements
There are no rows in this table
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Services

These are roles that clients don't have at their own business, thus becoming the services that a digital agency delivers to them. Services can be sold on their own or bundled together to create products.
Roles / Service Categories
1
Name
Description
Frameworks
1
UX
User Experience Designers help make digital stuff useful and pretty.
Figma, Sketch
2
Development
Software engineers who structure and application or web property.
Node.js, AWS
3
Creative Writing
Someone who is good with words.
Thought leadership
4
Project Management
Individuals who keep things on track. Sort of like a producer.
Agile
There are no rows in this table
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Pricing

There are a few ways to price your services and product, the prevailing one being hourly and fixed price. Learn more:
Pricing
⁠

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