Company Overview: A pioneering agency specializing in personal branding for top executives and business owners, offering end-to-end services from strategy to execution, used the Advanced Jobs To Be Done (AJTBD) methodology to target a higher-value segment, tripling the average deal size from $1,800 to $5,500.

This case study, shared by Anna, the agency’s owner and CEO, highlights insights from the “How to Build a Product” training (Business Problem-Solving tier, March 2024), with commentary from the trainer, Ivan.

Initial Challenges

Initially, the agency focused on experts (consultants, freelancers, and those transitioning from employment), a low-margin segment that provided more feedback but was hard to sell to. Services were priced at $1,875 monthly, split into strategy and content creation, but sales were challenging, especially to experts.

The agency lacked focus, serving “everyone” without a clear strategy or value proposition, leading to stagnation and anxiety for Anna. An attempt to create an educational course for experts ($375–$625) failed after 30 interviews showed they preferred hiring junior specialists over self-learning.

Identifying a High-Value Segment

Using AJTBD and ABCDX segmentation, Anna’s team conducted research with loyal, high-margin clients, identifying key segments and their jobs. They discovered that top executives and business owners were easier to sell to, valued the service more, and had higher budgets. One key segment: recognized top executives seeking independence from their employer. Their job:

  • When I’m a recognized top executive with no media presence, I want to build a personal brand with minimal effort to gain independence and new career opportunities.
  • Key Value: Minimal effort and high-quality results.

This segment had higher budgets and less resistance to the $1,875 price, unlike experts. The agency restructured its product into a comprehensive solution (strategy, content, PR, and follower growth) and raised the price to $5,625 monthly, aligning with the segment’s premium expectations and status-driven needs. They hired more skilled staff and raised quality standards to position as a premium brand.

Ivan’s Commentary: Anna leveraged two AJTBD mechanics:

  1. “High-level job focus”: Delivering results with minimal client effort.
  2. “Status enhancement”: Catering to clients who value prestige.
    These align with time-constrained, high-budget clients who prioritize status and efficiency. The training teaches ABCDX segmentation, interview techniques, and 50+ mechanics for such outcomes.

Business Results

Focusing on top executives and business owners yielded:

  • Average deal size: $1,800 → $5,500 (3x increase).
  • Conversion rates improved.
  • Client lifetime: 1 month → 1 year+, boosting LTV.
  • Revenue in July 2024: +65% compared to February.

Anna’s Reflection: “AJTBD gave me clarity and confidence to focus on a premium segment. We’re now #1 in a high-value market by customizing our product to their jobs.”

Ivan’s Commentary: “Anna’s success shows how AJTBD segmentation and value-focused products can transform a business, especially for resource-constrained startups aiming for market leadership.”