How the portfolio is built
Diagnosis before prescription. Strategy before expression. Implementation without drift.
The portfolio below is extracted from real TARNOVSKI proposal work and unified into a single, commercially grounded catalog you can brief against.
01.01
Business, Brand & Marketing Diagnostic
Establish a factual baseline before strategic or creative decisions are made.
Deliverable details
- Purpose
- Establish a factual baseline before strategic or creative decisions are made.
- Description
- A structured diagnosis of the current business, brand, marketing activity, commercial performance, operations, and customer experience to identify root causes, constraints, and growth opportunities.
- Key deliverables
- Diagnostic report, company scorecard, claims/proof-point inventory, internal fact-base, risk/opportunity list, diagnostic hypotheses.
- Typical activities
- Data requests and review, stakeholder interviews, commercial and operational audit, past activity review, brand asset audit, management debriefs, evidence synthesis.
- Expected outcomes
- Shared truth base, reduced guesswork, clearer priorities, better decision quality, fewer tactical mistakes.
- Related deliverables
- Market Research & Customer Insight; Brand Strategy & Positioning; KPI Framework & Objectives.
01.02
Market, Category & Context Research
Understand the market reality in which the brand competes.
Deliverable details
- Purpose
- Understand the market reality in which the brand competes.
- Description
- Analysis of category dynamics, structural market shifts, cultural trends, regulatory factors, technology adoption, consumer behavior, and future-facing risks.
- Key deliverables
- Market context brief, category audit, trend scan, regulatory impact assessment, context scan, macro risk/opportunity map.
- Typical activities
- Desk research, market sizing inputs, trend analysis, category mapping, regulatory review, expert or internal team validation.
- Expected outcomes
- Clear market frame, better category choices, stronger opportunity identification, more defensible strategy.
- Related deliverables
- Competitive Intelligence; Market Sizing; International Market Entry Strategy.
01.03
Customer, User & Audience Insight
Identify who matters most, why they buy, what blocks conversion, and how they describe value.
Deliverable details
- Purpose
- Identify who matters most, why they buy, what blocks conversion, and how they describe value.
- Description
- Qualitative and quantitative research into customers, prospects, lost prospects, end users, B2B buyers, B2C consumers, and decision-making units.
- Key deliverables
- Voice-of-customer report, customer journey analysis, occasion map, buying trigger map, segment profiles, end-user insight brief, customer verbatim bank.
- Typical activities
- Interview guide design, semi-structured interviews, survey design support, review mining, customer service log analysis, journey mapping, thematic synthesis.
- Expected outcomes
- Sharper targeting, better messaging, stronger product and experience decisions, more authentic customer language.
- Related deliverables
- Segmentation & Targeting; Communication Strategy; Product Portfolio Architecture.
01.04
Competitive Intelligence & Benchmarking
Understand who the brand is really compared against and how to win.
Deliverable details
- Purpose
- Understand who the brand is really compared against and how to win.
- Description
- Detailed analysis of direct competitors, substitutes, indirect alternatives, status quo behaviors, pricing, messaging, product scope, brand codes, service models, and market position.
- Key deliverables
- Competitor profiles, competitor scorecards, price/promo maps, feature parity matrix, competitive positioning maps, competitive alternatives brief.
- Typical activities
- Competitor desk research, mystery shopping, offer audits, feature comparison, pricing benchmark, social and communication analysis, strategic group mapping.
- Expected outcomes
- Realistic differentiation, identified gaps, clearer positioning, reduced blind spots.
- Related deliverables
- Positioning Strategy; Pricing & Commercial Model; Market Entry Strategy.
01.05
Market Sizing & Opportunity Assessment
Quantify growth opportunities and prioritize where to play.
Deliverable details
- Purpose
- Quantify growth opportunities and prioritize where to play.
- Description
- Estimation of total, serviceable, and obtainable markets, including opportunity sizing by segment, geography, product line, channel, or vertical.
- Key deliverables
- TAM/SAM/SOM model, assumptions log, segment attractiveness scorecard, opportunity map, board-ready sizing summary.
- Typical activities
- Source triangulation, market structure analysis, segment sizing, confidence scoring, opportunity prioritization.
- Expected outcomes
- Evidence-based resource allocation, clearer growth priorities, stronger investor or board decision support.
- Related deliverables
- Internationalisation Strategy; Go-to-Market Roadmap; Commercial Strategy. ---
02.01
Brand Strategy Development
Define the strategic platform that guides brand, marketing, communication, design, and commercial decisions.
Deliverable details
- Purpose
- Define the strategic platform that guides brand, marketing, communication, design, and commercial decisions.
- Description
- Development of the brand's core strategic system: essence, purpose, values, promise, personality, vision, mission, value proposition, behavioral principles, and coherence framework.
- Key deliverables
- Brand strategy document, brand platform, brand essence, purpose, values, promise, personality, UVP, coherence framework.
- Typical activities
- Insight synthesis, strategy workshops, platform drafting, stakeholder review, strategic refinement, decision lock.
- Expected outcomes
- Clear brand direction, stronger internal alignment, consistent decisions across touchpoints.
- Related deliverables
- Brand Positioning; Verbal Identity; Visual Identity Systems.
02.02
Brand Positioning Strategy
Define the mental territory the brand should own in the market.
Deliverable details
- Purpose
- Define the mental territory the brand should own in the market.
- Description
- Evidence-based positioning that clarifies the target, competitive alternatives, unique attributes, customer value, proof points, category frame, and reasons-to-believe.
- Key deliverables
- Positioning statement, positioning platform, unique attributes register, value mapping document, proof-points database, category decision document.
- Typical activities
- ICP synthesis, competitor comparison, positioning options, criteria-based evaluation, strategy lock workshop.
- Expected outcomes
- Stronger differentiation, clearer market perception, improved sales and marketing focus.
- Related deliverables
- Category Strategy; Communication Strategy; Sales Enablement.
02.03
Category Strategy & Category Design
Decide which market category the brand should compete in and be evaluated against.
Deliverable details
- Purpose
- Decide which market category the brand should compete in and be evaluated against.
- Description
- Evaluation and selection of category frames, especially when the brand risks being defaulted into a crowded or low-value category.
- Key deliverables
- Category options analysis, recommended category frame, transition path, category narrative, competitive implications.
- Typical activities
- Category perception audit, competitor clustering, customer language analysis, category pros/cons review, leadership decision workshop.
- Expected outcomes
- Better pricing context, stronger differentiation, improved customer comprehension, reduced commoditization.
- Related deliverables
- Positioning Strategy; Naming Architecture; GTM Strategy.
02.04
Strategic Decision Workshops & Facilitation
Help leadership make explicit, aligned, and commercially grounded choices.
Deliverable details
- Purpose
- Help leadership make explicit, aligned, and commercially grounded choices.
- Description
- Structured workshops for founder alignment, diagnostic review, strategy definition, decision gates, identity review, and implementation prioritization.
- Key deliverables
- Workshop agenda, facilitation, decision criteria, workshop summary, signed-off decisions, next-step plan.
- Typical activities
- Pre-work design, stakeholder interviews, live facilitation, conflict resolution, synthesis, decision documentation.
- Expected outcomes
- Faster decisions, fewer subjective debates, stronger ownership, reduced rework.
- Related deliverables
- Project Governance; Brand Strategy; Creative Direction & Stewardship. ---
03.01
Brand Architecture Strategy
Structure brands, sub-brands, product lines, services, and business units coherently.
Deliverable details
- Purpose
- Structure brands, sub-brands, product lines, services, and business units coherently.
- Description
- Defines the relationship between parent brands, product brands, extensions, modules, channels, or legacy entities so customers understand what the company offers and how parts connect.
- Key deliverables
- Brand hierarchy, architecture recommendation, brand separation assessment, migration logic, governance rules.
- Typical activities
- Brand/entity inventory, naming collision analysis, domain and presence audit, stakeholder workshop, architecture options evaluation.
- Expected outcomes
- Reduced confusion, improved recognition, easier referrals, clearer portfolio navigation.
- Related deliverables
- Naming Architecture; Product Portfolio Architecture; Visual Identity Systems.
03.02
Naming Strategy & Naming Architecture
Create clear, memorable, scalable naming systems for companies, products, modules, features, and offers.
Deliverable details
- Purpose
- Create clear, memorable, scalable naming systems for companies, products, modules, features, and offers.
- Description
- Naming work ranging from name evaluation and naming principles to full naming systems and product/module maps.
- Key deliverables
- Name evaluation, naming principles, naming routes, naming conventions, recommended naming map, descriptor system.
- Typical activities
- Naming audit, linguistic and strategic criteria, name generation, naming hierarchy design, stakeholder review, implementation guidance.
- Expected outcomes
- Better findability, less ambiguity, stronger recall, easier product comprehension.
- Related deliverables
- Brand Architecture; Verbal Identity; Product Portfolio Architecture.
03.03
Verbal Identity System
Define how the brand sounds, speaks, names, explains, and persuades.
Deliverable details
- Purpose
- Define how the brand sounds, speaks, names, explains, and persuades.
- Description
- A non-visual brand system covering tone of voice, messaging principles, taglines, descriptors, narrative structures, key phrases, and verbal codes.
- Key deliverables
- Tone-of-voice guide, verbal identity principles, tagline and descriptors, messaging hierarchy, verbal codes, example copy.
- Typical activities
- Brand personality translation, message development, language pattern definition, audience-specific adaptation, copy examples.
- Expected outcomes
- More consistent communication, stronger recognizability, easier content creation, clearer customer understanding.
- Related deliverables
- Communication Strategy; Brand Book; Campaign Development.
03.04
Messaging Framework & Communication Matrix
Translate strategy into structured messages by audience, channel, occasion, and proof point.
Deliverable details
- Purpose
- Translate strategy into structured messages by audience, channel, occasion, and proof point.
- Description
- A practical messaging system that aligns value propositions, themes, claims, proof, tone, and channel roles across B2B, B2C, retail, digital, sales, and internal communications.
- Key deliverables
- Core messaging framework, communication matrix, audience-specific promise framework, perception structure, proof-point hierarchy.
- Typical activities
- Audience mapping, value proposition translation, proof alignment, message prioritization, example applications.
- Expected outcomes
- Consistent market perception, better campaign briefs, stronger sales conversations, reduced fragmented messaging.
- Related deliverables
- Communication Strategy; Sales Enablement; Brand Guidelines. ---
04.01
Visual Identity Systems
Translate strategy into a distinctive and scalable visual language.
Deliverable details
- Purpose
- Translate strategy into a distinctive and scalable visual language.
- Description
- Creation or direction of visual identity systems including logo, color, typography, imagery, patterns, iconography, distinctive assets, and real-world applications.
- Key deliverables
- Visual identity concepts, logo system, color palette, typography system, image direction, icon/pictogram system, design patterns, application examples.
- Typical activities
- Creative brief, mood boards, concept development, design review, refinement, file preparation, application mockups.
- Expected outcomes
- Stronger recognition, higher perceived credibility, more consistent touchpoints, production-ready identity assets.
- Related deliverables
- Brand Strategy; Creative Direction; Brand Book.
04.02
Distinctive Brand Assets & Brand Codes
Build memory structures that make the brand recognizable even before the logo is seen.
Deliverable details
- Purpose
- Build memory structures that make the brand recognizable even before the logo is seen.
- Description
- Identification, creation, codification, and governance of visual and verbal brand codes across touchpoints.
- Key deliverables
- Brand code audit, distinctive asset strategy, verbal and visual codes, salience guidelines, usage examples.
- Typical activities
- Existing asset audit, recognition cue mapping, competitor code analysis, code selection, codification in guidelines.
- Expected outcomes
- Improved salience, stronger memorability, more efficient communication, consistent brand recognition.
- Related deliverables
- Visual Identity Systems; Verbal Identity; Brand Guidelines.
04.03
Brand Book & Brand Guidelines
Create the single source of truth for how the brand looks, speaks, and behaves.
Deliverable details
- Purpose
- Create the single source of truth for how the brand looks, speaks, and behaves.
- Description
- Comprehensive or lean brand books that codify strategy, visual identity, verbal identity, applications, rules, rationale, and governance.
- Key deliverables
- Brand book PDF, usage rules, visual specifications, verbal guidelines, application templates, governance principles.
- Typical activities
- Content architecture, guideline writing, identity codification, template inclusion, review and handover.
- Expected outcomes
- Better internal consistency, easier implementation, reduced design drift, faster onboarding of teams and vendors.
- Related deliverables
- Visual Identity; Verbal Identity; Implementation Supervision.
04.04
Creative Direction & Identity Stewardship
Ensure design work remains strategically aligned without necessarily taking over executional production.
Deliverable details
- Purpose
- Ensure design work remains strategically aligned without necessarily taking over executional production.
- Description
- Strategic oversight of visual identity, design routes, campaigns, packaging, retail materials, and digital assets produced by internal or external teams.
- Key deliverables
- Strategic creative brief, design evaluation criteria, structured feedback, curated direction, approval rationale.
- Typical activities
- Briefing designers, reviewing routes, facilitating feedback sessions, aligning design with strategy, preventing subjective drift.
- Expected outcomes
- Better creative decisions, less rework, stronger link between strategy and execution.
- Related deliverables
- Visual Identity; Packaging Design Systems; Brand Governance. ---
05.01
Product Portfolio Architecture
Structure product, service, module, SKU, and offer portfolios for clarity, profitability, and growth.
Deliverable details
- Purpose
- Structure product, service, module, SKU, and offer portfolios for clarity, profitability, and growth.
- Description
- Defines the role of each product or service in the portfolio, identifies heroes and clutter, clarifies offer hierarchy, and improves customer navigation.
- Key deliverables
- Portfolio role map, product ecosystem map, capability matrix, range architecture, offer hierarchy, product roadmap recommendations.
- Typical activities
- SKU/product audit, revenue and margin analysis, module inventory, customer needs mapping, naming review, hero/clutter classification.
- Expected outcomes
- Simpler decisions, better margin focus, clearer customer choice, improved cross-sell and upsell logic.
- Related deliverables
- Naming Architecture; Pricing Strategy; Product Experience Strategy.
05.02
Packaging Strategy
Define the strategic role of packaging in perception, protection, gifting, shelf impact, and channel performance.
Deliverable details
- Purpose
- Define the strategic role of packaging in perception, protection, gifting, shelf impact, and channel performance.
- Description
- Packaging strategy that connects positioning, product roles, channel needs, production constraints, logistics, and customer experience.
- Key deliverables
- Packaging strategy, packaging brief, gifting format strategy, channel-specific packaging principles, packaging hierarchy.
- Typical activities
- Packaging audit, occasion mapping, delivery performance review, competitive packaging benchmark, production and logistics constraint review.
- Expected outcomes
- Stronger shelf and delivery performance, improved giftability, better product protection, clearer premium/value signals.
- Related deliverables
- Packaging Design Systems; Structural Packaging Design; Retail Experience Strategy.
05.03
Packaging Design Systems
Create scalable packaging systems across product lines, SKUs, formats, and channels.
Deliverable details
- Purpose
- Create scalable packaging systems across product lines, SKUs, formats, and channels.
- Description
- Development or strategic direction of packaging design systems covering layout logic, hierarchy, information architecture, color coding, material cues, and production-ready consistency.
- Key deliverables
- Packaging design system, SKU hierarchy, label architecture, format rules, packaging guidelines, application examples.
- Typical activities
- Design system planning, family architecture, variant logic, regulatory/claim coordination, production guidance, vendor review.
- Expected outcomes
- Consistent shelf presence, easier portfolio expansion, better customer comprehension, stronger brand recognition.
- Related deliverables
- Visual Identity; Brand Guidelines; Packaging Implementation Supervision.
05.04
Wine Label Design Systems
Build coherent, premium, and commercially usable label systems for wine brands and portfolios.
Deliverable details
- Purpose
- Build coherent, premium, and commercially usable label systems for wine brands and portfolios.
- Description
- Strategy and design direction for wine labels across varietals, tiers, collections, appellations, limited editions, and export markets.
- Key deliverables
- Wine label system, tier architecture, front/back label hierarchy, capsule/closure guidance, case/carton logic, print-production specifications.
- Typical activities
- Portfolio mapping, category benchmark, label concepting, hierarchy definition, material and finish recommendations, print coordination.
- Expected outcomes
- Stronger shelf impact, premium perception, clearer tier navigation, scalable future releases.
- Related deliverables
- Brand Strategy; Packaging Design Systems; Product Portfolio Architecture.
05.05
Structural Packaging & Format Selection
Select and shape physical packaging formats that fit brand, product, logistics, cost, and production realities.
Deliverable details
- Purpose
- Select and shape physical packaging formats that fit brand, product, logistics, cost, and production realities.
- Description
- Advisory on structural packaging, bottle/container selection, packaging formats, materials, closures, protection systems, and delivery requirements.
- Key deliverables
- Structural packaging brief, bottle/container specification, material recommendations, format comparison, supplier-ready guidance.
- Typical activities
- Format benchmarking, logistics and shelf-life review, supplier coordination, cost/quality tradeoff analysis, prototype feedback.
- Expected outcomes
- Better product protection, stronger premium cues, more efficient production, fewer implementation mistakes.
- Related deliverables
- Packaging Strategy; Packaging Design Systems; Production Guidance.
05.06
Packaging Production Guidance & Implementation Supervision
Help translate approved packaging into accurate, consistent, production-ready outputs.
Deliverable details
- Purpose
- Help translate approved packaging into accurate, consistent, production-ready outputs.
- Description
- Strategic and practical oversight of packaging implementation, vendor coordination, proof review, material decisions, and rollout consistency.
- Key deliverables
- Production guidance notes, prepress review comments, supplier briefing support, implementation checklist, rollout supervision.
- Typical activities
- Reviewing dielines/proofs, checking brand consistency, coordinating with printers or suppliers, advising on materials and finishes.
- Expected outcomes
- Fewer production errors, better quality control, stronger brand consistency, smoother launch.
- Related deliverables
- Packaging Design Systems; Brand Governance; Creative Direction. ---
06.01
Pricing Strategy & Commercial Model Design
Build pricing systems that support growth, adoption, margin, and brand positioning.
Deliverable details
- Purpose
- Build pricing systems that support growth, adoption, margin, and brand positioning.
- Description
- Analysis and design of pricing architecture, packages, tiers, value metrics, channel-specific rules, discount guardrails, and commercial model options.
- Key deliverables
- Pricing strategy input, pricing playbook, commercial strategy brief, tier structure, value metric recommendation, promo governance rules.
- Typical activities
- Current pricing audit, competitor benchmarks, willingness-to-pay exploration, margin analysis, discount review, package design.
- Expected outcomes
- Better monetization, clearer buying decisions, reduced margin leakage, improved sales confidence.
- Related deliverables
- Product Portfolio Architecture; GTM Strategy; Sales Enablement.
06.02
Channel Strategy & Distribution Role Definition
Clarify the role of each sales, delivery, retail, digital, reseller, or B2B channel.
Deliverable details
- Purpose
- Clarify the role of each sales, delivery, retail, digital, reseller, or B2B channel.
- Description
- Defines which channels drive scale, profit, brand experience, convenience, acquisition, retention, or partner growth.
- Key deliverables
- Channel strategy, partner plan, channel role map, distribution priorities, channel conflict guidance.
- Typical activities
- Channel performance analysis, reseller/direct conflict review, platform role definition, channel economics assessment, partner opportunity mapping.
- Expected outcomes
- Better resource allocation, less channel conflict, stronger commercial focus, more coherent customer experience.
- Related deliverables
- Go-to-Market Roadmap; Digital Commerce Optimization; Pricing Strategy.
06.03
KPI Framework, Objectives & Measurement System
Connect strategy to measurable outcomes.
Deliverable details
- Purpose
- Connect strategy to measurable outcomes.
- Description
- Defines SMART objectives and KPI systems across awareness, consideration, conversion, purchase, retention, advocacy, internal adoption, and operational performance.
- Key deliverables
- KPI dictionary, objective tree, 12-month SMART objectives, reporting cadence, baseline dashboard, measurement framework.
- Typical activities
- Goal alignment, data source review, metric definition, dashboard planning, governance cadence design.
- Expected outcomes
- Better accountability, clearer success criteria, less reliance on vanity metrics, improved strategic control.
- Related deliverables
- Strategic Governance; GTM Strategy; Tactical Growth Support. ---
07.01
Go-to-Market Strategy & Roadmap
Translate positioning into a sequenced market plan.
Deliverable details
- Purpose
- Translate positioning into a sequenced market plan.
- Description
- Defines segment priorities, channel roles, entry sequence, content and demand-generation strategy, budget logic, resource needs, and execution calendar.
- Key deliverables
- GTM roadmap, segment attack plan, channel plan, 12-month calendar, budget framework, resource requirements.
- Typical activities
- Segment prioritization, channel selection, activity sequencing, campaign architecture, budget allocation, roadmap workshop.
- Expected outcomes
- More focused market entry, clearer team priorities, better coordination between sales, marketing, product, and leadership.
- Related deliverables
- Launch Campaign Planning; Communication Strategy; Sales Enablement.
07.02
Launch Campaign Planning
Introduce a new or refreshed brand, product, platform, or strategic direction to the market.
Deliverable details
- Purpose
- Introduce a new or refreshed brand, product, platform, or strategic direction to the market.
- Description
- Development of launch objectives, creative concept, campaign message, timing, channel plan, pre-launch/launch/post-launch sequence, and KPI structure.
- Key deliverables
- Launch campaign plan, campaign objectives, big idea, message set, visual direction, timeline, budget allocation.
- Typical activities
- Campaign strategy, message development, channel planning, launch calendar, creative briefing, KPI setup.
- Expected outcomes
- Stronger market introduction, coordinated execution, measurable reach and engagement.
- Related deliverables
- PR & Thought Leadership; Content Strategy; Visual Identity.
07.03
Content Strategy & Editorial Planning
Turn strategy into repeatable content themes, formats, and calendars.
Deliverable details
- Purpose
- Turn strategy into repeatable content themes, formats, and calendars.
- Description
- Planning content across social, email, PR, SEO, thought leadership, retail, digital commerce, and internal channels.
- Key deliverables
- Content strategy, editorial calendar, content governance, content themes, example posts, engagement guidance.
- Typical activities
- Audience/channel mapping, theme development, content calendar design, format recommendations, governance rules.
- Expected outcomes
- Consistent communication, better content quality, more efficient production, clearer channel roles.
- Related deliverables
- Communication Strategy; Launch Campaigns; Tactical Growth Support.
07.04
PR, Thought Leadership & Promotional Support
Build market presence, credibility, and public narrative.
Deliverable details
- Purpose
- Build market presence, credibility, and public narrative.
- Description
- PR and thought leadership planning, including article concepts, speeches, press opportunities, event participation, sponsorships, and promotional partnerships.
- Key deliverables
- PR opportunity map, PR-ready articles, thought leadership themes, speech drafts, publisher/event shortlist, promotional activity plan.
- Typical activities
- Publication research, article writing, event opportunity analysis, partnership identification, negotiation support, campaign alignment.
- Expected outcomes
- Increased authority, stronger awareness, improved credibility, more visible leadership.
- Related deliverables
- Launch Campaign Planning; Content Strategy; Executive Communications.
07.05
Tactical Growth & Interim Commercial Support
Maintain sales momentum while broader strategy is being developed.
Deliverable details
- Purpose
- Maintain sales momentum while broader strategy is being developed.
- Description
- Low-risk, reversible tactical recommendations focused on clarity, conversion, availability, and commercial stability during transition periods.
- Key deliverables
- Interim tactical action plan, one-page tracker, product communication structure, paid/social visibility recommendations, in-store prompts.
- Typical activities
- Weekly check-ins, campaign tracking, delivery app visibility guidance, product-first content rules, simple bundle recommendations, website conversion triage.
- Expected outcomes
- Protected cash flow, fewer wasted tactics, faster conversion improvements, no premature brand commitments.
- Related deliverables
- Digital Commerce Optimization; Retail Experience; KPI Framework. ---
08.01
Customer Journey & Experience Audit
Identify where customers experience friction, confusion, delight, or drop-off.
Deliverable details
- Purpose
- Identify where customers experience friction, confusion, delight, or drop-off.
- Description
- Audit of customer journeys across store, website, delivery apps, B2B sales, onboarding, service, and post-purchase experience.
- Key deliverables
- Customer journey map, friction map, experience audit report, service consistency findings, recommendations.
- Typical activities
- Journey mapping, mystery shopping, delivery tests, web/UX review, service script review, complaint/review analysis.
- Expected outcomes
- Improved conversion, better service consistency, clearer customer path, stronger brand experience.
- Related deliverables
- Digital Commerce Optimization; Retail Experience Strategy; Communication Matrix.
08.02
Retail, POS & In-Store Experience Strategy
Improve the physical retail experience without losing strategic coherence.
Deliverable details
- Purpose
- Improve the physical retail experience without losing strategic coherence.
- Description
- Guidance for retail environments, signage, POS, display hierarchy, merchandising, customer flow, staff prompts, and store-level conversion.
- Key deliverables
- Store experience guidelines, POS/signage recommendations, display principles, upsell prompts, retail application guidance.
- Typical activities
- Store immersion, display audit, queue/flow observation, signage review, staff script development, basket-building recommendations.
- Expected outcomes
- Faster customer decisions, higher basket value, improved consistency, better translation of brand into retail behavior.
- Related deliverables
- Packaging Strategy; Visual Identity; Tactical Growth Support.
08.03
Digital Commerce, Website & Delivery Platform Optimization
Improve conversion and clarity across website, online ordering, delivery apps, and digital shelf presence.
Deliverable details
- Purpose
- Improve conversion and clarity across website, online ordering, delivery apps, and digital shelf presence.
- Description
- Strategic and tactical recommendations for ecommerce flows, delivery menus, product descriptions, app visibility, digital photography, bundles, pricing consistency, and website action plans.
- Key deliverables
- Website action plan, delivery platform optimization plan, digital shelf audit, menu logic recommendations, funnel drop-off analysis.
- Typical activities
- GA4/funnel review, delivery app data analysis, UX audit, product taxonomy review, photo/description audit, direct-order vs platform strategy.
- Expected outcomes
- Fewer lost orders, clearer product choice, higher conversion, improved platform visibility.
- Related deliverables
- Channel Strategy; Product Portfolio Architecture; Tactical Growth Support.
08.04
Service Standards, Scripts & Operational Alignment
Align customer-facing behavior with brand promise and commercial goals.
Deliverable details
- Purpose
- Align customer-facing behavior with brand promise and commercial goals.
- Description
- Review and improvement of service scripts, staff prompts, training materials, incentive schemes, and operational feasibility for marketing promises.
- Key deliverables
- Service standards recommendations, staff prompts, operational risk list, training implications, consistency guidance.
- Typical activities
- Staff material review, peak-hour and staffing context analysis, service observation, operational constraint mapping.
- Expected outcomes
- More consistent experience, higher conversion, fewer overpromises, better alignment between marketing and operations.
- Related deliverables
- Retail Experience Strategy; Brand Behavior Principles; Internal Activation. ---
09.01
Sales Enablement Strategy & Toolkits
Equip sales teams to communicate the new positioning and value proposition clearly.
Deliverable details
- Purpose
- Equip sales teams to communicate the new positioning and value proposition clearly.
- Description
- Development of sales narratives, presentation content, one-pagers, proposal messaging, proof-point use, objection handling, and segment-specific messages.
- Key deliverables
- Sales enablement toolkit, presentation content templates, one-pagers, value proposition scripts, proof-point library.
- Typical activities
- Sales funnel audit, sales team interviews, messaging translation, tool content creation, training recommendations.
- Expected outcomes
- More consistent sales conversations, shorter sales cycles, stronger value articulation, better close quality.
- Related deliverables
- Messaging Framework; Pricing Strategy; GTM Roadmap.
09.02
Internal Brand Activation & Team Alignment
Ensure the organization understands, adopts, and uses the strategy.
Deliverable details
- Purpose
- Ensure the organization understands, adopts, and uses the strategy.
- Description
- Internal communication and activation framework for leadership, marketing, sales, operations, HR, and product teams.
- Key deliverables
- Internal communication strategy, activation framework, team briefing materials, employee advocacy guide, implementation checklist.
- Typical activities
- Internal narrative development, stakeholder alignment sessions, advocacy guidance, rollout planning.
- Expected outcomes
- Stronger internal adoption, fewer inconsistent decisions, more confident execution, greater team advocacy.
- Related deliverables
- Brand Guidelines; Employer Branding; Governance.
09.03
Employer Branding & Employee Advocacy
Translate the brand into talent attraction, recruitment messaging, and employee advocacy.
Deliverable details
- Purpose
- Translate the brand into talent attraction, recruitment messaging, and employee advocacy.
- Description
- Employer brand strategy and practical playbook for communicating why people should join, stay, and advocate for the company.
- Key deliverables
- Employer branding playbook, employer value proposition, internal brand story, LinkedIn advocacy guidance, recruitment messaging.
- Typical activities
- Brand-to-employer translation, employee pride narrative, EVP drafting, advocacy dos/don'ts, content examples.
- Expected outcomes
- Stronger recruitment story, more consistent employee advocacy, improved internal pride and external visibility.
- Related deliverables
- Internal Activation; Content Strategy; Communication Strategy. ---
10.01
International Market Screening & Selection
Identify the most attractive and realistic geographic expansion opportunities.
Deliverable details
- Purpose
- Identify the most attractive and realistic geographic expansion opportunities.
- Description
- Systematic screening of potential markets using attractiveness, addressability, regulatory risk, competitive intensity, and product-fit criteria.
- Key deliverables
- Longlist, market selection scorecard, ranked shortlist of 2-3 countries, TAM/SAM/SOM by market, recommendation rationale.
- Typical activities
- Country longlisting, source research, scorecard design, regulatory and competitive pre-screening, leadership review.
- Expected outcomes
- Evidence-based market selection, clearer expansion priorities, reduced internationalisation risk.
- Related deliverables
- Market Sizing; Competitive Intelligence; Board Investment Case.
10.02
Deep-Dive Market Analysis
Build a detailed understanding of priority international markets before entry.
Deliverable details
- Purpose
- Build a detailed understanding of priority international markets before entry.
- Description
- In-depth analysis of market structure, customer segments, regulation, digital maturity, procurement dynamics, partners, and barriers.
- Key deliverables
- Market files for top candidates, regulatory gap analysis, partner map, local customer/segment implications, risk register.
- Typical activities
- Secondary research, local ecosystem mapping, competitor/partner profiling, regulation review, opportunity synthesis.
- Expected outcomes
- Stronger go/no-go decisions, clearer localization needs, better entry-model selection.
- Related deliverables
- Product Adaptation Roadmap; International GTM Playbook.
10.03
Product Adaptation & Localisation Roadmap
Define what must change in the product, offer, messaging, and operations to enter new markets.
Deliverable details
- Purpose
- Define what must change in the product, offer, messaging, and operations to enter new markets.
- Description
- Roadmap for fiscal integration, language, UI/UX, payments, hardware certification, partner requirements, support model, and market-specific positioning.
- Key deliverables
- Product adaptation matrix, localization requirements, integration roadmap, certification needs, implementation priorities.
- Typical activities
- Product gap assessment, regulatory requirement mapping, competitor fit analysis, technical/localization dependency review.
- Expected outcomes
- More realistic expansion plan, fewer hidden implementation gaps, better product-market fit in target countries.
- Related deliverables
- International GTM Playbook; Commercial Strategy; Product Portfolio Architecture.
10.04
International GTM Playbook & Investment Case
Provide leadership with an actionable launch plan and board-ready business case.
Deliverable details
- Purpose
- Provide leadership with an actionable launch plan and board-ready business case.
- Description
- Market entry strategy covering entry model, partners, channels, launch sequence, marketing plan, investment requirements, ROI assumptions, and go/no-go criteria.
- Key deliverables
- International GTM playbook, 18-month launch timeline, local channel plan, investment case, risk assessment, phased capital requirements.
- Typical activities
- Entry model evaluation, partner/channel planning, investment modeling, risk workshop, board narrative preparation.
- Expected outcomes
- Actionable expansion roadmap, quantified risk, clearer board decision-making, phased execution plan.
- Related deliverables
- Market Screening; Deep-Dive Market Analysis; KPI Framework. ---
11.01
Programme Governance & Decision Rights
Keep complex strategic engagements efficient, aligned, and decision-led.
Deliverable details
- Purpose
- Keep complex strategic engagements efficient, aligned, and decision-led.
- Description
- Governance structure for phases, sign-offs, responsibilities, decision gates, cadence, RACI, and stakeholder roles.
- Key deliverables
- Project governance model, RACI matrix, phase gates, decision rights, cadence plan, steering checkpoint structure.
- Typical activities
- Kick-off workshop, decision mapping, stakeholder role definition, weekly updates, bi-weekly steering sessions.
- Expected outcomes
- Fewer delays, clearer accountability, reduced rework, more confident decisions.
- Related deliverables
- Strategic Workshops; Final Report & Handover; Implementation Supervision.
11.02
Implementation Roadmap & Priority Rollout Planning
Convert strategy and identity into an actionable rollout sequence.
Deliverable details
- Purpose
- Convert strategy and identity into an actionable rollout sequence.
- Description
- Prioritizes what should be implemented first across retail, packaging, digital, web, social, sales materials, internal communications, and partner touchpoints.
- Key deliverables
- Priority rollout plan, implementation roadmap, application priority list, next-step checklist, dependency map.
- Typical activities
- Touchpoint inventory, priority scoring, dependency mapping, implementation sequencing, client team alignment.
- Expected outcomes
- Faster and more coherent rollout, better use of resources, fewer fragmented applications.
- Related deliverables
- Brand Book; GTM Roadmap; Creative Direction.
11.03
Brand Management & Activation Oversight
Maintain strategic and visual consistency during and after implementation.
Deliverable details
- Purpose
- Maintain strategic and visual consistency during and after implementation.
- Description
- Ongoing advisory support for campaigns, digital production, graphic production, video, media placement, touchpoint rollout, and vendor coordination.
- Key deliverables
- Advisory feedback, production oversight notes, campaign alignment reviews, vendor guidance, activation recommendations.
- Typical activities
- Reviewing materials, advising internal teams, coordinating specialists, checking adherence to brand principles.
- Expected outcomes
- Better implementation quality, stronger consistency, reduced brand drift, improved market impact.
- Related deliverables
- Creative Direction; Brand Guidelines; Packaging Implementation Supervision.
11.04
Final Reporting, Handover & Capability Transfer
Close projects with clarity, continuity, and implementation readiness.
Deliverable details
- Purpose
- Close projects with clarity, continuity, and implementation readiness.
- Description
- Consolidates findings, deliverables, decisions, and recommendations into a final package that client teams can use.
- Key deliverables
- Final report, executive summary, deliverables index, final presentation deck, implementation recommendations, handover session.
- Typical activities
- Deliverable consolidation, executive synthesis, next-step recommendation, presentation, team Q&A.
- Expected outcomes
- Clear ownership, easier implementation, durable reference material, reduced loss of strategic context.
- Related deliverables
- Programme Governance; Implementation Roadmap; Brand Book. ---
Evidence base
Built from live proposal work.
Consolidated from Dulcinella, Realist Estate, Casa del Tabaco / Alcohall, EBS and Freya engagement materials — expanded with packaging and product-design capabilities aligned to the studio model.
Food retailReal estateAlcohol retailTechnologySaaS & productPackaging & wine
