https://www.jeffsquires.com/overview- daily 0.75 2025-05-05 https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/0b3857e0-4f02-452a-a3bb-d86dcf07561f/Jeff+S.%5B3%5D+%281%29.jpg https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/288dad93-4e0a-44a3-b2db-7ebdfa800f70/Screen+Shot+2023-06-12+at+10.27.06+PM.png Overview (original) https://www.jeffsquires.com/process1 daily 0.75 2023-09-07 https://www.jeffsquires.com/process daily 0.75 2023-10-12 https://www.jeffsquires.com/background daily 0.75 2024-02-01 https://www.jeffsquires.com/overview-1 daily 0.75 2025-03-13 https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/0b3857e0-4f02-452a-a3bb-d86dcf07561f/Jeff+S.%5B3%5D+%281%29.jpg https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/288dad93-4e0a-44a3-b2db-7ebdfa800f70/Screen+Shot+2023-06-12+at+10.27.06+PM.png ALT Overview https://www.jeffsquires.com/overview1 daily 0.75 2025-04-15 https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/0b3857e0-4f02-452a-a3bb-d86dcf07561f/Jeff+S.%5B3%5D+%281%29.jpg https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/288dad93-4e0a-44a3-b2db-7ebdfa800f70/Screen+Shot+2023-06-12+at+10.27.06+PM.png Recent overview https://www.jeffsquires.com/overview5 daily 0.75 2025-05-05 https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/0b3857e0-4f02-452a-a3bb-d86dcf07561f/Jeff+S.%5B3%5D+%281%29.jpg https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/288dad93-4e0a-44a3-b2db-7ebdfa800f70/Screen+Shot+2023-06-12+at+10.27.06+PM.png Overview 5things https://www.jeffsquires.com/overview daily 1.0 2025-05-05 https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/0b3857e0-4f02-452a-a3bb-d86dcf07561f/Jeff+S.%5B3%5D+%281%29.jpg https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/288dad93-4e0a-44a3-b2db-7ebdfa800f70/Screen+Shot+2023-06-12+at+10.27.06+PM.png Overview https://www.jeffsquires.com/work daily 0.75 2024-09-05 https://www.jeffsquires.com/work/louanna monthly 0.5 2023-05-19 https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/69e768e3-2b21-4d90-81f3-79b02b89df3b/logo.png Work - Brand Positioning - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/e7bc7413-851c-4998-adc3-d3c9ec17d244/trends.jpeg Work - Brand Positioning - Consumer Trends Changes in consumer behaviors, technologies, and services are creating shifts affecting the cooking oil category. We wanted to look at the broader category and provide an outsiders perspective https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/9d969d54-8d1c-4a13-880c-a54bb001cbe6/category+obervations.jpeg Work - Brand Positioning - Competitive Audit Unpack the competition, highlighting their key messages, products, promises, stories, and brand equity. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/86ea7179-610f-49af-810d-508a5c71066b/immersion+session.png Work - Brand Positioning https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1684470983832-MB6GD4NODUJA0UB2EOK7/Screen+Shot+2023-05-18+at+9.36.12+PM.png Work - Brand Positioning - Positioning Hypothesis Consumers see conventional cooking oil brands as interchangeable everyday workhorses. LouAna sits here today. I combined my understanding of the company, category, and consumer to show how LouAna can reposition itself as a specialty oil and cooking brand. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/dbe7219e-8949-421e-bfc4-d93a96b47506/Screen+Shot+2023-05-18+at+10.29.55+PM.png Work - Brand Positioning - Make it stand out Qual Interviews I conducted in-depth ethnographies with 13 consumers and spoke to 3 SMEs to better understand people’s relationship with oil and cooking. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/bb441dc4-c4bc-4411-92ed-57a5b518e2f4/discussion.png Work - Brand Positioning https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/a46f0a36-65aa-4aec-af42-303d89dff43f/prework.jpeg Work - Brand Positioning https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/85156f92-b5c4-4fa7-b2ed-d41e64a3015f/Screen+Shot+2023-05-18+at+10.38.37+PM.png Work - Brand Positioning - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/9311e54e-3316-479c-823c-ea4aa9852088/survey.jpeg Work - Brand Positioning - Nationwide Survey To validate the insights and positioning hypothesis, I launched a nationwide survey. I wrote the questions, programmed the logic, and visualized the results. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/488c1450-6b60-4191-b8c1-7744828a2729/positioning+evaluation.png Work - Brand Positioning - Positioning Evaluation During the interviews, I tested three positioning directions. They ranged from a narrow and more focused heritage story to a broader cooking story. The goal was to test hypotheses around consumer appeal and drivers for interest, trial, and purchase. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/819cadf3-250b-429e-b031-bc56bf75e26c/Strategic+Target.jpg Work - Brand Positioning - Make it stand out Strategic Target A strategic target crystallizes qualitative and quantitative research insights into an inspiring brand muse that LouAna will use to focus innovation and marketing efforts. The goal of the strategic target is to identify the mindset and needs of the audience that will be most receptive to our future positioning and offering. We call them...the Everyday Savorist. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/77839bac-5f48-4cee-89df-7781c6c7d169/brand+frame.jpeg Work - Brand Positioning https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/ee02ec1c-9e4a-4d56-8e1a-af3c596ec958/Brand+positioning+%26+story.jpeg Work - Brand Positioning https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/388f5756-0146-463b-bb8b-4c6b641cea91/key+pillars.jpeg Work - Brand Positioning https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/2b6b16ab-ddc1-423d-a5f0-8af58b33a65f/architecture+strategy.jpeg Work - Brand Positioning https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/aaeff8a7-8072-4b9b-9425-cf3960d1ce94/horizon+goals.jpeg Work - Brand Positioning https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1684472877693-0Q0NCHNRD1AOSFJAR6GQ/trend1.jpg Work - Brand Positioning https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/f02ca269-cd2b-474c-a6d6-9bfbc0a49594/1.jpeg Work - Brand Positioning https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1684472916436-2SW2NPNXNCL24UZUK95R/trend2.jpg Work - Brand Positioning https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/acf50e68-47d0-4776-be2d-4e3c34531ef7/2.jpeg Work - Brand Positioning https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1684472940151-LSIB9IF0IH5RYO84BM8Z/trend3.jpg Work - Brand Positioning https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/8da7030d-d768-4692-b0b3-f1242018b3e9/3.jpeg Work - Brand Positioning https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1684472962902-YK7NASAT4TIA3FA4LAF0/trend4.jpg Work - Brand Positioning https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/cb51d310-7fd3-4324-afbe-bdd20494a700/4.jpeg Work - Brand Positioning https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/c0fd044c-612f-46d6-a856-0897f6b68c64/5.jpeg Work - Brand Positioning https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/564efc18-0816-4cdd-92dd-d16d72f11470/6.jpeg Work - Brand Positioning https://www.jeffsquires.com/work/aarp monthly 0.5 2023-05-11 https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/5c82d099-1c40-4ae9-badc-c3ee21d4f186/Screen+Shot+2023-05-10+at+8.58.36+PM.png Work - Customer Experience I started out with a healthy dose of secondary research – horizon scanning to learn about aging and life transitions. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/770951ec-7e23-4f67-932d-35af3887e1a9/Screen+Shot+2023-05-11+at+9.28.09+PM.png https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/8bd91c3e-dc7e-4939-8688-b1649dde2190/Screen+Shot+2023-05-10+at+8.25.53+PM.png https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/374904a4-233c-4442-88d8-97299df7b978/Screen+Shot+2023-05-10+at+8.51.08+PM.png https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/92b2d774-50cd-4be1-b473-28a81e1d1402/Screen+Shot+2023-05-10+at+8.25.43+PM.png https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/4ff3c0f3-f043-4ff9-9cff-f6d612265f48/Ziba_USAA_Research%26Insights+shareout.004.jpeg Work - Customer Experience - Highlighting Shifts: I always find it useful to identify macro shifts. A simple way to summarize big ideas and focus on what is actually changing. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/acba3b86-2d42-4b49-a343-6e079b69cb4d/Ziba_USAA_Research%26Insights+shareout.003.jpeg Work - Customer Experience - Developing a POV: After establishing our north star, our preferable future, I developed a framework with 6 vectors to illustrate what a ‘longevity-ready society’ might look like. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/03023da9-b469-4805-b83b-a8cc79bb603f/Screen+Shot+2023-05-10+at+8.26.57+PM.png Work - Customer Experience - Make it stand out 6 in-home interviews with individuals and married couples 2 focus groups with NPS promoters & detractors 1 member survey https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/61b7b0bf-6285-49b3-a549-ef5a4e0f96aa/Ziba_USAA_Research%26Insights+shareout.007.jpeg Work - Customer Experience https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/c76ef8dc-ce02-4f10-8420-3f1eeaeebeaa/Ziba_USAA_Research%26Insights+shareout.006.jpeg Work - Customer Experience https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/da6c1f6b-4bf6-4dc9-bda0-4b645395a4c9/STIMULUS.jpeg Work - Customer Experience https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/2010e7d3-dc7f-484e-be12-9bb543b37ae2/DEBRIEF.jpeg Work - Customer Experience https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/2a99ba61-3689-4966-9f43-533f2dc9994b/Ziba_USAA_Research%26Insights+shareout.009.jpg Work - Customer Experience - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/7f68d3b6-a0aa-4990-be4c-65a473d769a2/Screen+Shot+2023-05-10+at+8.28.23+PM.png https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/6073c445-76ab-4b9d-89fc-e1130a0b63c4/Screen+Shot+2023-05-10+at+8.28.35+PM.png https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/0cd8203a-e955-4591-8db1-4db6d842ec7c/Ziba_USAA_Research%26Insights+shareout.012.jpeg Work - Customer Experience - Solution Principles I then wrote solution principles to connect with “The Modern Middlescent.” Take the insights → Turn them into instructions for updating the CX Standards. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/fb90f6d0-7c26-471d-9dd0-ce9bfbd538b0/Ziba_USAA_Research%26Insights+shareout.011.jpeg Work - Customer Experience - Brand Target After synthesizing the insights, I created an aspirational target the company can design for. The “Modern Middlescent” is a play on adolescence – a new life stage based on physical and emotional changes. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/b4bac50b-2ae5-4120-be2f-b2820a6a67d2/Screen+Shot+2023-05-10+at+8.32.10+PM.png Work - Customer Experience - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/4bd4d283-8dab-41ae-b048-b08f9475ce36/Screen+Shot+2023-05-10+at+9.11.52+PM.png Work - Customer Experience https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/9ce1ca4b-f36f-411f-914d-777054ff8f8b/Screen+Shot+2023-05-10+at+9.12.00+PM.png Work - Customer Experience https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/64e4acfb-ca6d-4b73-95e3-77c29b6adea2/Screen+Shot+2023-05-10+at+9.12.07+PM.png Work - Customer Experience https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/396e58de-9b26-4986-a520-ff6f7d5440e0/Screen+Shot+2023-05-10+at+9.12.17+PM.png Work - Customer Experience https://www.jeffsquires.com/work/scotts monthly 0.5 2022-06-25 https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1621580088082-1ZAGBZ12N681V7CRJ78S/image-asset.png Work - Retail Concepts - Consumer Lifestyle I looked at people’s desire to live ‘balanced lives,’ reconnect with nature and create community. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1621580289587-L57UEY13FFOWHMMHBD90/image-asset.png Work - Retail Concepts - Retail Trends I explored retail trends spanning discovery and decision making to fulfillment and ownership. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1621580470353-WDSA23N9L8I477C1VNF2/image-asset.png Work - Retail Concepts https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1621580435887-GBZ1C6KRXVC6EQPJCHRO/image-asset.png Work - Retail Concepts https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1621580889913-25UK004126D1Q8264LX8/image-asset.png Work - Retail Concepts - Potential Initiatives I distilled the primary and secondary research into 12 high-level initiatives. Each initiative included consumer insights and opportunities for Scotts. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1621580938225-QDID3VQRJNCNW3TY1QDV/image-asset.png Work - Retail Concepts - Virtual Workshop I presented the potential initiatives during a virtual workshop and design sprint. Participants were challenged to select two initiatives that they felt were as "opposite" as possible and think about how they could be combined into a new approach. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1621581442592-XFSYVV8LTCF6OJ39CSSU/image-asset.png Work - Retail Concepts - Retail Concepts I responded to Scotts’ feedback and scoped out 7 retail concepts and accompanying capabilities that could be leveraged to evolve the way Scotts market, sell, and support their products. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1621582542768-4O9I7GOBGYFAZ8XE3MNN/image-asset.png Work - Retail Concepts https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1621634309989-8OH8SL1W008ZEOBRJENO/Screen+Shot+2021-05-21+at+2.55.21+PM.png Work - Retail Concepts https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1621582469401-6ZHOLD3GPWGLNEPISVWO/image-asset.png Work - Retail Concepts https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1621634983668-9S9HLKSW1BXLU3C58PR8/Screen+Shot+2021-05-21+at+3.03.36+PM.png Work - Retail Concepts https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1621634235718-Z5R9GRI0TXTA53AY0A80/Front%3Abackyard.png Work - Retail Concepts https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1621635001522-1RC8NSQZHI9VGCXDFOCH/Experience+Journey.png Work - Retail Concepts https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/28e49198-7866-4d23-b39d-af3054ba06a5/Screen+Shot+2021-05-20+at+11.33.24+PM.png Work - Retail Concepts https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/5fd7e5a1-744f-46bb-b586-c45308de96d3/Customer+Journey.png Work - Retail Concepts https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1942aa0b-3600-4694-b1d1-7a266e560b27/Strategic+Opportunity.png Work - Retail Concepts https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/72b73cc3-42e0-447a-960f-ca8b8433f77d/Screen+Shot+2021-05-21+at+12.23.03+AM.png Work - Retail Concepts https://www.jeffsquires.com/work/incontinence monthly 0.5 2023-06-01 https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/9c355280-1ee5-4bfa-869c-f4133d606c04/4+primary.png Work - Product Innovation - USER INTERVIEWS I interviewed a dozen people with incontinence (and some caretakers too) to understand their fears, motivations, and behaviors https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/6320a5b6-5d43-4e87-968c-afa12abf5735/5+synthesis.png Work - Product Innovation - SYNTHESIS I distilled all primary and secondary research into crisp insight statements and design principles. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/19eb5ccc-d4e3-41b8-bd70-b714c089a498/6+positioning.png Work - Product Innovation https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/257dbe99-b278-4132-b627-52ac48c0b73e/7+brand.png Work - Product Innovation https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/41ef8749-8e50-44e0-80be-882c427790f5/Screen+Shot+2022-06-20+at+10.19.38+AM.png Work - Product Innovation https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/a9cb93d3-0fc0-4b41-91f0-a9cfd6ecd7ef/10+concepts.png Work - Product Innovation https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/89cbe230-91e2-4757-9c7f-a2de2aa10c29/9+concepts.png Work - Product Innovation https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/9942454e-8e1f-45fc-9cd0-8cb5a51c2730/Screen+Shot+2022-06-20+at+10.41.39+AM.png Work - Product Innovation https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1618497259178-6XJGK9GR6YAVBQL5L519/20140301_Trade-151_012-2.jpg Work - Product Innovation https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1607694583486-2PQT0LQ193RL7MCB6DX4/20140228_Trade+151_0046.jpg Work - Product Innovation https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1655743038635-6N3ZQ28F84XLFBI1QH10/2.1+tabboo.png Work - Product Innovation https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1655743059209-F2D3VZKTG8ZW2UIHC9VY/2.1+aging.png Work - Product Innovation https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1655743075872-GQYSXRHE29V8143TEA9J/2.1+waste.png Work - Product Innovation https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1618497259178-6XJGK9GR6YAVBQL5L519/20140301_Trade-151_012-2.jpg Work - Product Innovation https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1607694583486-2PQT0LQ193RL7MCB6DX4/20140228_Trade+151_0046.jpg Work - Product Innovation https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1607694644871-IC85FNH781UNZSZEGHDR/Aro+Ha_0428.jpg Work - Product Innovation https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1607007355264-EQINP2XUZQO9PPNNDRZD/Aro%2BHa_0010-larger.jpg Work - Product Innovation https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/b063d0c3-822e-4587-b94f-3c57dd228a61/12+design+direction.png Work - Product Innovation https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/e0b3403f-7eef-464d-bc79-be4dca806ac5/13+design+direction.png Work - Product Innovation https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/55682e28-5172-4525-9b57-ed8b6538f5a7/14+design+direction.png Work - Product Innovation https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/52c66078-3290-49e7-9112-de49911fb881/15+design+direction.png Work - Product Innovation https://www.jeffsquires.com/work/vansmith monthly 0.5 2022-06-25 https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/4431cef5-b727-4134-a4d1-2f06efd9e980/challenge.png Work - Business Modeling - Challenge Despite a large social media following, The Vansmith lags behind its competitors in terms of conversions. Additionally, the majority of its customers are baby boomers nearing retirement. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/3ba93990-7585-4d42-b287-a2e118889f4c/vansmith.png Work - Business Modeling - Background I collaborated with The Vansmith, a van conversion company based in Boulder, Colorado to assess their current business model and make recommendations on improving it. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/439085f4-972f-4400-b6f8-6f31a07b57ed/Screen+Shot+2022-06-24+at+9.44.41+PM.png Work - Business Modeling - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/2e6c5fca-d080-47dd-8e56-50e0aca897f1/Screen+Shot+2022-06-20+at+3.12.41+PM.png Work - Business Modeling https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/c6528105-fa61-494f-afa9-70fd4d45e20c/Screen+Shot+2022-06-24+at+9.54.59+PM.png Work - Business Modeling - How it Works Customers provide new or slightly used Mercedes Sprinter 144 high-roof ($40-45k). The Vansmith then installs The Foundation for approximately $15k. With The Foundation installed, users can hit the road and figure out what is important to them. Then, they can purchase Kits to configure their van exactly how they want it. Kits might include: bed system (with water and electrical boxes), galley, storage, garage, and cabinets. Customers can purchase Kits individually or as a complete package (with staggered shipments) for more savings. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/3762fe93-9348-4804-98c7-3c63bd5ceece/value+prop.png Work - Business Modeling - The Concept A modular van build that is broken down into phases. To lower the financial barrier of entry, The Foundation only includes the basics, like insulation, floors, electrical, windows, etc. The remaining build is broken down into several phases and consists of a flat-pack kit with all necessary parts. Each phase also comes with custom video content that provides detailed step-by-step instructions. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/d6e69634-d6e2-44ab-a9c9-af6517ab86fd/validation+interviews.png Work - Business Modeling https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/7e5c7613-53e3-4448-9411-7b4d118f8ea7/validation+fake+door.png Work - Business Modeling https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/82bb3757-b4cc-4af5-8965-4e0a95123ec1/competitive+map.png Work - Business Modeling https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/dc826dc3-3294-40f5-90c2-201c73cb1d44/marketing+strategy.png Work - Business Modeling https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/088ba52c-f1f1-430a-a72a-6f8fe9343684/roadmap.png Work - Business Modeling https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1b940172-12b8-46a0-9930-4927e7e2d7f9/profit%3Aloss.png Work - Business Modeling https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/750622ea-f06c-471d-bd29-652421408685/Screen+Shot+2023-05-14+at+10.58.08+PM.png https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/54bea7d7-549c-4ab6-b24f-cda0b16bef83/Screen+Shot+2023-05-14+at+10.54.29+PM.png https://www.jeffsquires.com/work/circle monthly 0.5 2025-03-12 https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/c149635a-c93b-476a-819d-fc741de40003/secondary.png Work - Business Plan - Make it stand out Funeral homes are ripe for disruption. There are countless articles about how broken and exploitative the industry has become. The industry started coming under fire for its emotional manipulation and lack of transparency. More recently, their environmental impact is being questioned. Moreover, consumers rarely shop around allowing the industry to grow stagnant. This lack of innovation is compounded by the fact that death is still a taboo topic. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/de1d4c97-ae3a-4539-af72-7993e4ad8394/culture.png Work - Business Plan https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/7fa60a8e-8d6b-49ff-8611-4e3917f8c96c/industry.png Work - Business Plan https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/088b950a-b54c-4c43-b68a-47adf6f4cf20/survey.png Work - Business Plan - Make it stand out We conducted an online survey with friends and family and confirmed that most people had negative experiences with funeral homes. They were frequently described as dark, drab, depressing, and outdated. We also interviewed people that recently lost someone and were responsible for making final arrangements. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/390b4d97-4ced-4753-ab16-83757b15ced7/paradigm.png Work - Business Plan - Make it stand out We want to shine light on something dark and go where other entrepreneurs are unwilling. In recent years, we’ve seen this happen with a number of industries, such as sex and cannabis. We want to follow their lead and change the culture and language around death. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/981d5f5e-12a0-4560-a784-6cfb1976e168/Screen+Shot+2022-06-22+at+7.53.44+PM.png Work - Business Plan - Make it stand out Circle is a modern funeral home specializing in simple, sustainable end-of-life celebrations. Our brand sets us apart from traditional funeral homes. We curate a contemporary aesthetic and host beautiful memorials in a unique, nature-inspired venue. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/adfbe24d-ee56-46f9-87ef-90967cc116fb/Screen+Shot+2022-06-22+at+7.54.57+PM.png Work - Business Plan - Retail Strategy We envision having a retail presence, what we refer to as our ‘Jewel Box,’ off 4th street. An open and airy location with big windows and lots of plants and natural light. The neighborhood is ideal due to its proximity to upscale retail. We don’t want to be on main street. We want to catch people walking back to their car – let them know what we are all about and introduce them to all the new solutions for deathcare. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/31bbb7d7-9b48-401c-84ff-90b19c7d8204/Screen+Shot+2022-06-22+at+7.55.08+PM.png Work - Business Plan - Community Hub Beyond a beautiful memorial space, we envision the Jewel Box becoming a community hub. We plan on hosting everything from live storytelling events to grief counseling sessions. Ultimately, these initiatives are about changing the culture and language around death. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/05c41836-7a6f-4d42-a036-2c2931fc5534/Screen+Shot+2022-06-22+at+7.53.54+PM.png Work - Business Plan - Brand Identity Our brand is centered around the idea that circularity is a principle of life. The concept of a circle conveys the cyclical nature of life and death, nods to our circular design practices, and our commitment to create a circle of trust within our close-knit community. We use a clean, simple, and airy aesthetic and a natural color palette to create a modern, uplifting experience across all of our brand touchpoints. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/50b2348b-cf52-470b-a90f-13e163654708/Screen+Shot+2022-06-22+at+8.52.14+PM.png Work - Business Plan - Make it stand out Historically, the funeral home industry has been vertically integrated, meaning the home owns all the elements of the experience from transporting the body to the funeral preparations and everything in between. However, the old ways of doing business are coming to an end and there is an opportunity for a horizontal model. There are a variety of new startups that now streamline body disposal or offer interesting ways to commemorate someone's ashes. These new companies are often cheaper and better than traditional funeral homes. This is not an easy place to compete. We see the real potential in events, something Silicon Valley will have a much harder time disrupting. We plan to partner with these new services and really focus on elevating the memorial experience. We also know that this is where funeral homes already make their money. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/c6281291-9806-4a8d-9f09-4937f07aea24/Screen+Shot+2022-06-22+at+8.48.18+PM.png Work - Business Plan https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/950d7db4-ba49-4941-8499-c5a0bce0d754/Screen+Shot+2022-06-22+at+8.48.35+PM.png Work - Business Plan https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/233f41fe-5b2b-490a-adde-9d5bceadb1a9/Screen+Shot+2022-06-23+at+12.04.04+PM.png Work - Business Plan - Make it stand out We are targeting baby boomers in progressive cities, along with their adult children who are often responsible for making final arrangements. Because families are only willing to drive so far, the majority of our marketing will be hyper-local. Furthermore, it can be split into two types: pre-and post-death. Before a death occurs, we aim for brand awareness. After a death occurs, we focus on SEO. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/0dca7c38-34bf-49a8-b948-fce0d19e26b0/Screen+Shot+2022-06-23+at+12.27.43+PM.png Work - Business Plan - Advisory Committee An informal advisory committee meets bi-annually to provide guidance. The members represent professionals from industries directly related to Circle’s mission and target market. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/dec266c9-a6c0-4cb2-85ba-81cb5ce7e9cf/Screen+Shot+2022-06-23+at+12.27.04+PM.png Work - Business Plan - Key Employees The Experience Director and Experience Associate will be responsible for all customer-facing interactions, including family consultations, event planning, and run-of-show. The other half of our organization will be devoted to backend operations. Our Operations Director and Operations Associate will manage partnerships and logistics including vendor coordination, inventory management, orders and payments. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/f389441a-120d-4fd7-9c9c-aaa8fd3b42d5/Screen+Shot+2022-06-23+at+2.48.33+PM.png Work - Business Plan https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1656040270139-Y5ESLHNFGUYB9ULW2DRW/Screen+Shot+2022-06-22+at+8.55.13+PM.png Work - Business Plan https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1656040308161-63939Z6MXOYAL7EP4UTB/Screen+Shot+2022-06-22+at+7.56.34+PM.png Work - Business Plan https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1656040340791-1S8F1QENHVS2INYU0L31/Screen+Shot+2022-06-22+at+8.55.24+PM.png Work - Business Plan https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1656040367035-S0HHTGBMTEZLO5LPHD7L/Screen+Shot+2022-06-22+at+8.55.33+PM.png Work - Business Plan https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1656041092685-JW1UXX6SO0FY1ER6XHL6/Screen+Shot+2022-06-22+at+7.57.47+PM.png Work - Business Plan https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1656041117270-H6OZHQMMA9WB9HG3TX0O/Screen+Shot+2022-06-22+at+9.00.04+PM.png Work - Business Plan https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1656041175851-HM38Y7FXQFB9ABNBUPIV/Screen+Shot+2022-06-22+at+9.00.15+PM.png Work - Business Plan https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1656041213122-N1JCJD24BRU12EQEAQ3E/Screen+Shot+2022-06-22+at+9.00.23+PM.png Work - Business Plan https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1656043346681-KNMGK4WQOV1HVTPOKZEO/Screen+Shot+2022-06-23+at+9.00.54+PM.png Work - Business Plan https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1656043639122-IZ4QHAKQS6F2N7A4ZT3O/Screen+Shot+2022-06-23+at+9.06.08+PM.png Work - Business Plan https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1656043659610-RV2YUSIITV9NDJD6KP7S/Screen+Shot+2022-06-23+at+9.06.33+PM.png Work - Business Plan https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/5bac96a0-435a-4d93-be82-8535a6bbd070/Screen+Shot+2022-06-22+at+7.58.58+PM.png Work - Business Plan Our space will be a key differentiator, and comprise 70% of our total upfront costs. We plan for a 3000 sq. ft. renovation at $150/sq.ft. We’ll also need close to $100k in working capital to fund the business during Year 1. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/4b2c76df-2346-4db1-8707-73893100560e/Screen+Shot+2022-06-22+at+7.59.10+PM.png Work - Business Plan The USSBA recommends spending 7-8% of gross revenue on marketing – we plan to double that spend Year 1 at 15%, and throttle down to 10% by year 3 as we optimize our strategy + channels. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1de03299-afd4-415d-b61b-7d5a32796a55/Screen+Shot+2022-06-22+at+7.59.19+PM.png Work - Business Plan The average price of our service will be $11,475, just under the California state average ($11,777). Our COGS are just under half that, which gives us a gross profit margin of 57% https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/518f11ab-4512-4d42-a1fc-35060a88a383/Screen+Shot+2022-06-22+at+7.59.42+PM.png Work - Business Plan The regional average across Alameda, San Francisco, and Marin counties is 312 services per funeral home. We aim to reach 75% of the regional capacity by EOY3 with a 1.15% market share. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/5986c1b4-4bb4-47b3-9a1b-f438c71ca673/Screen+Shot+2022-06-22+at+8.00.15+PM.png Work - Business Plan If things are going as we forecasted, we’ll be profitable in year one, growing in year 2, and successful in year 3. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/a0318692-70ba-4f2e-b9cd-352fd0c1d82b/Screen+Shot+2022-06-22+at+8.00.26+PM.png Work - Business Plan We become cash-flow positive by Month 3 and re-pay all of our upfront costs by Month 22. https://www.jeffsquires.com/work/diddit monthly 0.5 2022-06-25 https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1621488483431-178F9H57UF4VWZO46VDA/Diddit+D3d+Summary+Team+Presentation+041021.png Work - Service Design - Make it stand out Whatever it is, the way you tell your story online can make all the difference. https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1621482174049-ZZJOT45XWZRUK44F5G8P/image-asset.png Work - Service Design - One group has the desire to learn DIY skills but requires extra support to get started. These individuals need explicit instructions and are motivated by a sense of accomplishment. They also hate the hardware store. The other group is more interested in getting things done. These individuals value service over support. They are willing to pay for a professional but when they do, they need to feel safe, secure, and respected https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1621482207284-ZS230IPMABUVWFRVRJKT/image-asset.png Work - Service Design https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1621482491456-QWMUBJXEPHKRLRSRHDZX/image-asset.png Work - Service Design https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1621482508065-YTRE62YKWA1R9RFQEVD2/image-asset.png Work - Service Design https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1621482477700-VE5FIOKYRB5T3VWMCV1V/image-asset.png Work - Service Design https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1621482818172-SHESY37OOOHPY9F7WKZL/image-asset.png Work - Service Design https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1621482845809-2BIPV0J4CVYZ0EC1GOJ4/image-asset.png Work - Service Design https://images.squarespace-cdn.com/content/v1/6064fcae7816cb65592982fd/1621482860714-U23DX5DINE0JSAC3M7O2/image-asset.png Work - 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We’ll activate the community with stickers, slogans, shirts, and signs.