agency-value-drivers

name

agency-value-drivers

description

Maps the agency's offerings against the 8 Value Drivers framework (Strategy/Assets, Operations, Data/Innovation, Creative/Brand, Finance/Legal, CX, Monetization, People/Culture) — clarifies which departments the agency primarily serves and derives pricing tiers from that positioning. Reads memory/mvv.md, memory/icp.md, memory/offer-stack.md. Writes to memory/value-drivers.md. Use when the user says "value drivers", "8 value drivers", "departmental positioning", "pricing tiers", "value ladder", or is invoked by setup-agency-os.

Agency Value Drivers

Every department in a client company contributes to one or more of 8 core Value Drivers. Your agency's positioning gets sharper — and pricing easier — when you know which 1-3 drivers you primarily impact, and at what depth.

This interview does two things:

1. Maps which of the 8 Value Drivers the agency primarily serves
2. Derives the agency's pricing ladder (entry → core → premium) from that positioning

Inputs

Read:

• memory/mvv.md
• memory/icp.md
• memory/offer-stack.md

If offer-stack.md is missing, stop and direct user to /agency-offer-stack.

The 8 Value Drivers

Walk the founder through these. For each, ask: "On a scale of 1-5, how core is this to what your agency delivers for clients?"

#	Driver	Represents	Example agency contributions
1	Strategy, Assets & IP	Strategic direction, proprietary frameworks, long-term positioning	Strategic planning, business models, IP / framework licensing
2	Operations & Profitability	The engine room — how the business runs, costs, delivery	SOPs, workflow design, automation, vendor mgmt
3	Data & Innovation	Data → insight → smarter decisions, future solutions	Analytics, R&D, AI/ML use cases, knowledge mgmt
4	Creative & Brand	Identity, positioning, storytelling, emotional connection	Brand guidelines, content production, design systems
5	Finance & Legal	Risk, compliance, cash flow, fiscal control	Budgeting, contracts, compliance frameworks
6	Customer Experience & Communication	Customer trust, relationships, journey	CX design, CRM, journey mapping, support systems
7	Monetization & Profit	Revenue models, monetization, commercial leverage	Pricing, funnels, productization, upsell systems
8	People & Culture	Internal environment, talent, alignment with purpose	Hiring, onboarding, training, culture rituals

Method

Pace it. Ask the rating question one driver at a time. After each rating, ask one follow-up: "What specifically do you do for clients in that area?" Capture their language verbatim.

Synthesis

After all 8 ratings:

1. Identify the 1-3 primary drivers (anything rated 4-5)
2. Identify the 2-3 supporting drivers (rated 3)
3. Confirm the rest are out of scope (rated 1-2 — these are referrals, not deliverables)

Pricing ladder from positioning

Once primary drivers are clear, build the ladder:

Tier	Purpose	Pricing range	Maps to drivers
Entry (audit / diagnostic / workshop)	Test the relationship, prove value cheaply	$...	Touch the primary driver
Core (the main offer from offer-stack.md)	Solve the primary problem in the primary driver	$...	Primary driver(s) deeply
Premium / Retainer	Multi-driver, ongoing, high-touch	$.../mo	Primary + supporting

Then map:

• Cross-sells — adjacent offers a client buys alongside the core
• Refer-outs — work outside your driver scope, with a named partner

Output

Write to memory/value-drivers.md:

# Value Drivers & Pricing Ladder

**Last updated:** YYYY-MM-DD

## Driver scoring (1-5)

| # | Driver | Score | What we do here |
|---|---|---|---|
| 1 | Strategy, Assets & IP | / | ... |
| 2 | Operations & Profitability | / | ... |
| 3 | Data & Innovation | / | ... |
| 4 | Creative & Brand | / | ... |
| 5 | Finance & Legal | / | ... |
| 6 | Customer Experience & Communication | / | ... |
| 7 | Monetization & Profit | / | ... |
| 8 | People & Culture | / | ... |

## Primary drivers (4-5)
- ...
- ...

## Supporting drivers (3)
- ...

## Out-of-scope (1-2 — refer out)
- ...

## Pricing ladder

### Entry — {audit / diagnostic / workshop name}
- **Price:** $...
- **Solves:** ...
- **Converts to core at:** ...%

### Core — {the productized offer from offer-stack.md}
- **Price:** $...
- **Solves:** ...

### Premium / Retainer
- **Price:** $.../month
- **For:** ...

## Cross-sells (bought alongside core)
- ...

## Refer-outs (we don't sell — we send)
| Service | Refer to | Partnership terms |
|---|---|---|
| ... | ... | ... |

## Lifetime value
- **Typical 12-month client value:** $...
- **Top 10% client value:** $...

After writing

Now your personas have the full positioning + economic picture. Sales knows which driver to lead with. Marketing knows which language resonates. Delivery knows where scope ends. Last interview is your automation stack — quick one.

Boundaries

• Don't pressure the founder to score a driver high if they don't operate there.
• Don't invent pricing — anchor to what's already in offer-stack.md and the founder's lived market.
• Refer-outs are real revenue (partnership fees) — capture them, don't dismiss them.