Agency Bytes Ep 056 – Wayne Pelletier, Resonant Pixel Company – Selling Productization
In this episode, Wayne Pelletier, founder of Resonant Pixel Co, discusses the process of productizing agency services and the benefits it brings. He shares his journey from being a marketing assistant to launching his own agency and explains why he chose to focus on Squarespace as the platform for his services. Wayne emphasizes the importance of niching down and serving a specific audience, as well as the mindset shift required to transition from a project-based model to a subscription-based model. He also highlights the challenges and rewards of productization and the potential for scalability and growth.
Key Takeaways
• Productizing agency services involves niching down and focusing on a specific audience or platform.
• A subscription-based model can provide more predictable revenue and eliminate the feast and famine cycle of project-based work.
• Choosing the right platform, such as Squarespace, can offer stability, scalability, and the ability to hire predictably for talent.
• Productization requires a mindset shift from being a designer to being a business owner, focusing on access to expertise and lifetime value.
Chapters
00:00 Introduction and Pronunciation
08:10 Transitioning to a Subscription-Based Model
12:54 The Benefits of Productization and Lifetime Value
23:04 Serving Small Businesses and Providing Relief
Wayne came up working at world-renowned digital agencies as a designer, art director, and creative director. He has helped some of the world's best brands with award-winning strategic design and customer experiences. After 24 years of agency life, he founded Resonant Pixel Company in 2020 and is helping small businesses go beyond brochure-ware websites. And he's doing it with a productized subscription business model.