Stand out from competitors by offering something unique and tangible.
Have you heard of productizing a service? Productizing a service is the process of taking a service that is typically customized or performed on a case-by-case basis and turning it into a standardized, repeatable, and often packaged offering that can be marketed and sold like a product.
The goal: make the service more scalable, efficient, and easier to understand for both the provider and the customer.
The following is a fictional company…
Caring At Home of Sarasota: Comprehensive Care with Innovation at Heart
At Caring At Home, we’re proud to offer Home Care 365—a uniquely designed, all-inclusive care plan tailored to meet your family’s needs.
What sets us apart?
Every Home Care 365 plan includes Care Watch, our exclusive family portal, designed to give you peace of mind with real-time updates, care schedules, and communication tools—all in one place. Only Caring At Home customers have access to this powerful tool, ensuring you’re always connected and informed.
With Home Care 365 and Care Watch, we don’t just provide care; we provide confidence, connection, and clarity for families like yours.
Discover the difference. No one else offers this level of comprehensive care—because no one else has Home Care 365 and Care Watch.
This messaging emphasizes both your innovation (Care Watch) and the exclusivity of your offerings (Home Care 365), positioning you as a leader in the industry.
Problem, Agitate, Solution (PAS)
Now, use the PAS Framework to describe your company and offerings.
Problem
Caring for a loved one at home can be overwhelming. Families often feel out of the loop, unsure of care progress, and burdened by the complexity of coordinating schedules and services.
Agitate
Without a clear and seamless way to stay informed, small concerns can turn into big worries. The lack of transparency and connection can leave families feeling anxious and disconnected, wondering if their loved ones are truly receiving the best care possible.
Solution
At Caring At Home of Sarasota, we’ve solved this challenge with our innovative Home Care 365 plan. Not only is it a comprehensive care solution, but it also includes Care Watch, an exclusive family portal designed to keep you informed and connected every step of the way.
With Care Watch, you’ll have real-time access to updates, schedules, and communication tools—so you’ll never feel out of touch. Paired with the all-inclusive support of Home Care 365, you can finally rest easy knowing your loved one is cared for and you’re always in the loop.
This structure uses emotional triggers to highlight the problem, builds tension by pointing out the pain of not solving it, and then resolves the tension with your unique solution.
What Are the Key Features of a Productized Service?
Standardization
The service is delivered consistently and with clear deliverables and processes every time.
Example: Instead of offering “custom marketing services,” you sell a “Marketing Starter Kit” with predefined deliverables like a website audit, social media setup, and a 30-day content calendar.
Defined Scope and Pricing
A productized service has a set price and clear boundaries, reducing the back-and-forth of negotiations.
Example: Offering a “Basic Home Care Plan” that includes 20 hours of care per week and access to a family portal for $X/month.
Branding and Packaging
The service is given a unique name, logo, or presentation that makes it feel like a standalone product.
Example: “Home Care 365” instead of just “home care services.”
Scalability
By creating systems and workflows, the service can be delivered more efficiently and with less direct provider involvement.
Why Productize a Service?
Differentiation: Stand out from competitors by offering something unique and tangible.
Clarity for Customers: Customers understand what they are buying, reducing confusion or hesitation.
Efficiency: Saves time by streamlining delivery and reducing customization.
Profitability: Easier to upsell or cross-sell other services when the base offering is clear.
Some (Fictional) Examples for Home Care:
I have included the following examples to get you thinking creatively about your own services.
1. Silver Circle Care Plan
What It Is: A premium package that includes 24/7 care, Care Watch family portal access, weekly wellness updates, and coordination with healthcare providers.
Why It Stands Out: Appeals to families looking for the ultimate peace of mind.
2. GoldCare Companion Service
What It Is: A focused package offering 2-4 hours of daily companionship for seniors, including meal prep, light housekeeping, and conversation.
Why It Stands Out: Highlights the emotional connection and support seniors receive.
3. Rest Assured Overnight Care
What It Is: A nighttime caregiving service providing overnight assistance, safety monitoring, and morning routines.
Why It Stands Out: Addresses the specific needs of families worried about nighttime safety.
4. First Watch
What It Is: A respite care package designed to give family caregivers a break, including short-term care and a Care Watch subscription for real-time updates.
Why It Stands Out: Emphasizes relief and peace of mind for family caregivers.
5. Wellness Connect 360
What It Is: A monthly health monitoring service that includes vital checks, medication reminders, and updates to families through Care Watch.
Why It Stands Out: Positions the agency as proactive in health and wellness.
6. Heart & Mind Care Plan
What It Is: Specialized dementia and Alzheimer’s care with a focus on memory-stimulating activities, safety, and family updates via Care Watch.
Why It Stands Out: Appeals to families seeking specialized support for memory care.
7. Everyday Essentials Plan
What It Is: A basic care package that includes help with daily activities, transportation to appointments, and light housekeeping.
Why It Stands Out: Provides an entry-level service for those with limited budgets.
8. Carebridge Transition Service
What It Is: A short-term care plan designed for seniors transitioning home from a hospital stay, including medication management and physical therapy coordination.
Why It Stands Out: Solves a specific problem with clear outcomes.
9. Flourish Wellness Program
What It Is: A holistic package that combines caregiving with wellness services like meal planning, exercise routines, and mental stimulation activities.
Why It Stands Out: Focuses on enhancing the senior’s quality of life.
10. Peace of Mind Starter Pack
What It Is: A trial package for new clients, offering a week of personalized care, access to Care Watch, and a consultation for long-term planning.
Why It Stands Out: Helps hesitant families try out services with minimal commitment.
Bonus Tip:
Pair these creative names with well-designed materials (brochures, one-pagers, or digital ads) to make the offerings feel like tangible products, not just abstract services.
