Your service is good. But is it designed?
Most service businesses deliver brilliantly when the owner is in the room. A Strategic Service Design Sprint maps how your service really works — and builds a clear plan to make it consistent, scalable, and less dependent on you.
Book Your Strategy SessionWhat you walk away with
The problem most service businesses never talk about
You built something good. Clients come back. Referrals happen. But somewhere along the way, the business started depending on you for everything — every decision, every handoff, every quality check.
Quality varies.
Depending on who does what, when, and how much attention they're paying that day. Your best work and your average work look different to clients — and you can't always control which one they get.
Scaling hurts.
Every new client or team member adds complexity instead of revenue. There's no documented process to hand over, so you end up doing it yourself or watching someone do it wrong.
You can't step back.
The service only works the way it works because of you. That's not a staffing problem. It's a service design problem — and it won't fix itself by hiring someone or buying a new tool.
A Strategic Service Design Sprint is the fix.
Not a rebrand. Not a new CRM. A clear map of how your service works, where it breaks down, and exactly what needs to change — with the highest-value improvements identified and prioritised.
Strategy first. Tools second.
Map how your service really works
Not how you think it works — how it actually gets delivered, experienced, and felt by your customers and your team. This alone surfaces problems that have been invisible for years.
Find where it breaks down
The handoffs that get dropped. The communications that go missing. The moments where customer experience depends entirely on the right person having the right information at the right time.
Identify the highest-value improvements
Not a list of forty things to fix. A clear prioritisation of what will move the needle most for consistency, customer experience, and your capacity to step back.
Build a practical roadmap
Specific next steps, not vague recommendations. Where technology, AI, or better systems can help, they're included. Where they can't, they're not.
How the session works
A five-step framework developed through two decades of SME marketing and service strategy experience.
Map
We document your current service delivery — touchpoints, handoffs, communications, and customer experience moments from first enquiry to repeat business.
Identify
We find the friction. The inconsistencies. The places where delivery quality varies and where customers experience gaps they may never tell you about.
Prioritise
Not everything needs fixing at once. We identify the three highest-value changes — the ones with the biggest impact on consistency and your capacity to step back.
Match
Where technology, AI, or better process design can improve a specific part of your service, we map exactly what that looks like. Specific tools for specific problems.
Brief
You leave with a clear, practical roadmap — documented, prioritised, and ready to act on. Not a strategy document that sits in a drawer.
What you walk away with
Within 48 hours of your session, you receive a Service Design Roadmap — structured, documented, and ready to act on.
- Current vs ideal service delivery map — visual, one-page
- Top three friction points with specific improvement recommendations
- AI and technology integration points — what, where, and why
- Quick wins actionable within 30 days
- Longer-term priorities with sequencing guidance
- Post-session recommendation — next step clearly defined
- 15-minute follow-up call within 7 days
Service Design Roadmap
Delivered within
48 hours
Strategic Service Design in action
Making a breast reduction journey feel less intimidating
A breast reduction clinic needed to better understand the patient journey from first enquiry through to consultation, surgery preparation and recovery support. The opportunity was not just clinical — it was emotional. For many patients, the process feels highly personal, uncertain and intimidating, especially at first contact.
Using customer journey mapping, the process was reframed around what patients are likely thinking, feeling and needing at each stage. Extensive research and interviews with past and potential patients uncovered expectations and journey gaps. The value was in turning separate information points into a more deliberate patient experience — moving from presenting facts to designing each stage around reassurance, clarity and confidence-building.
Turning content planning into customer journey design
Gippsland Jersey needed more than a content plan. They needed a clearer understanding of how different audiences discovered the brand, what mattered to them, where friction existed in the buying journey, and how marketing, sales and brand communication could work together to create a stronger customer experience.
Using a Strategic Service Design approach, the experience was mapped from the customer's point of view first — identifying audience groups including everyday consumers, cafes and chefs, supermarkets, independent retailers, farmers and the wider community. The work revealed that customers were driven by both practical needs (price, availability, quality) and emotional drivers (supporting local farmers, buying with purpose).
Stakeholder journey mapping for local government
Councillor journey workshop mapping the experience of elected representatives from induction through to ongoing engagement — identifying friction points, communication gaps, and opportunities to improve the support and information flow across council operations.
Designing the Lauriston community experience
Community experience project examining how families, students and staff experienced the school — mapping communications, touchpoints and key moments across the school year, and identifying where communication structure could be simplified and trust built more effectively.
Also worked with
50+ interviews with leaders in customer centricity and strategic service design
Dan's podcast explores the thinking behind great service experiences — with practitioners from across Australia and beyond.
Is this session right for you?
This is right for you if...
- ✓You run a service business with more than one person involved in delivery
- ✓Service quality depends too much on who's doing it that day
- ✓You're preparing to bring on staff and need delivery documented first
- ✓You've tried to scale before and it created more chaos than growth
- ✓You want to step back from day-to-day delivery but can't
- ✓Your service experience isn't as consistent as your reputation suggests
This is not right for you if...
- ✕You're looking for general business coaching or ongoing advisory support
- ✕You need broad marketing strategy — that's a different conversation
- ✕You want someone to implement without first understanding your service model
- ✕You're in the early stages of building your business
- ✕You're looking for a full-day workshop or group training format
- ✕You need ongoing support rather than a focused strategic output
One of three things happens next
Every Sprint ends with a clear recommendation. Not an open-ended "let's stay in touch."
Build project
The roadmap identifies a specific system, workflow, or tool that would have the highest impact. We scope and quote a fixed-price build project. Your session fee is credited toward the project cost.
You implement independently
The roadmap gives you everything you need to move forward without further support. Many clients prefer this — a clear plan they can execute on their own terms and timeline.
Broader strategic engagement
The Sprint surfaces a more complex challenge that warrants ongoing strategic support. If that's the right fit, we discuss what that looks like through MacInnis Marketing's strategic services.
There is no pressure toward any particular outcome. The Sprint is designed to give you clarity — what you do with that clarity is entirely your decision.
One session. One roadmap. One clear next step.
Every session is run by Dan MacInnis personally. MacInnis Marketing works with a small number of clients at any one time. Sessions are available monthly.
AUD · 90-minute session · Roadmap within 48 hours
- Pre-session brief review
- 90-minute strategic working session with Dan
- Service Design Roadmap delivered document
- Post-session recommendation — next step defined
- 15-minute follow-up call within 7 days
- Session fee credited toward any build project
Secure payment at booking · Limited sessions available monthly
Dan MacInnis
Dan MacInnis is a Melbourne-based marketing strategist and business consultant with more than 20 years of experience working with small and medium businesses, councils, schools, and healthcare organisations across Australia.
Her work sits at the intersection of marketing strategy, service design, and practical AI application — helping business owners and organisations build services that work without them in the room.
MacInnis Marketing works with a small number of clients at any one time. Every Sprint is run by Dan personally.