Productization streamlines service delivery, increases efficiency, and makes it easier to scale. However, fully eliminating bespoke services isn’t always the best strategy. Some clients need custom solutions, and high-end projects often require tailored approaches. The key is finding the right balance between structured, repeatable offerings and exclusive, high-value custom work.
The Strengths of Productized Services
Some of the key benefits of productized services:
- Efficiency – Standardized processes save time and effort.
- Predictability – Fixed pricing and clear deliverables eliminate scope creep.
- Scalability – More clients can be served without dramatically increasing workload.
- Easier Sales – Clients quickly understand what they’re getting, reducing back-and-forth negotiations.
These benefits make productized services ideal for clients who need clear, structured solutions without extensive customization. However, it’s important to keep in mind what productization means. In this article, I share the different types of productization and how you can choose what works for your firm!
The Value of Bespoke Services
Bespoke services remain highly valuable for your firm, particularly if you can offer…
- High-budget, complex projects – Large-scale designs, renovations, or branding projects often require full customization.
- Exclusive, premium clients – Some clients want a one-of-a-kind solution and are willing to pay for it.
- Creative innovation – Bespoke work allows for deep design exploration and artistic freedom.
Bespoke services can command higher fees, build brand prestige, and position you as a top-tier provider in your industry.
When to Offer Both Productized and Bespoke Services
Many businesses successfully integrate both productized and bespoke services. A hybrid approach can help you…
- Attract a wider range of clients – Structured services cater to those with clear needs, while bespoke work serves high-end clients.
- Provide a client journey – Clients may start with a productized offer before upgrading to custom services.
- Increase profitability – Productized services bring steady income while bespoke projects offer premium revenue opportunities.
- Team effort – You could bring team members to deliver the productized offers, leaving you more time to focus on the bespoke services. This way, you can scale some parts of your business while keeping other parts highly customized.
How to Structure a Hybrid Model
The best business models balance efficiency with exclusivity. Productized services drive consistent and recurring revenue and scalability, while bespoke work allows for high-end, tailored solutions. By strategically integrating both, you can maximize growth while maintaining creative flexibility and profitability.
This method also allows you to increase your prices for the bespoke services!
To balance productized and bespoke services effectively:
- Use productized services for entry-level or repeatable work.
- Example: An architect offers pre-designed home plans, while full-scale custom builds remain bespoke.
- Reserve bespoke services for premium clients or projects.
- Example: An interior designer provides a fixed-price room styling service but offers full-home renovations as a custom package.
- Set clear boundaries between productized and custom work.
- Ensure clients understand what is included in each offering.
- Avoid scope creep in productized services by keeping deliverables well-defined.
Should You Offer Both Types Of Work Under The Same Brand?
Maybe… it depends. If your clientele is the same, then definitely, keep all your bespoke and productized services under the same brand. However, if you want to attract a totally different clientele, then it might be smart to build them under different brands. You can also use different brand extensions where you clearly indicate how your brands are connected but still have distinct personas and offers.
