Strategic Business Review
Established since 1995, Imageworks is the leading image training and consulting group practice in Asia. Despite an impeccable international reputation and world-class offering, Imageworks was unable to adequately tap into Asia's growing demand for image consultancy services. Some of its business challenges included:
• A business model that made scalability difficult or unattractive for shareholders
• Revenue dependency on one sector
• Competition that depressed pricing with copycat programs
• Misinformed perceptions of Image consultants - being confined to makeovers and personal wardrobe consults
FT worked with Christina's head office team to understand and fine-tune its core business drivers. Based on these business fundamentals, a new strategy was formulated with the vision to help Imageworks reach out to previously untapped markets. The organisational structure and incentive programs were aligned to the new strategy. The company redesigned its services offering in accordance to its new Branding Through PeopleTM value proposition. Finally, a brand "makeover" for Imageworks more accurately reflected its new market positioning. A carefully executed change management and culturalisation process engaged all employees at key stages in the process to help Christina and her team make the transition successfully.
The Leap Forward
With a sharper strategic vision and stronger business model, Imageworks has reorganized itself and its service offerings to become more competitive. It is able to better communicate a compelling value proposition to customers and shareholders. It is also embarking on a franchise development program to effectively use its intellectual property to grow internationally.