Service Design for Dark Sky Tourism IV: Create a sellable product

Create a sellable Dark Sky Tourism product

In previous parts of this study module, you have been creating building blocks to create a sellable, attractive Dark Sky Tourism product. In the first part, you defined to whom you are offering your product. In the second part, you started bringing your idea to paper and giving it shape while comparing it to your customers’ needs described in the first part. In the third part, a clear understanding of your offering's content was planned from the point of view of your customer.

In the fourth and final part of this module, the final step of the product creation process is to bring all this knowledge and insight into one form: describing your product in an interesting and sellable way that is easy to understand for both your customers and your collaborators, such as your operators and DMOs. This is also your opportunity to use storytelling to convince your audience of your product.

In this last part of the module, we will work on product descriptions in a way that can be used in as many ways as possible. The distribution channel determines the content of the product card and you should check you have all the needed information on a case-by-case basis, but the general product card template used in this exercise should give you a good basis for filling up your future product descriptions.

1. Product Name (50–60 characters)

Aim to convey what happens and in what setting already in the name. The name should capture the customer’s attention and create a clear image of the product’s content. Avoid generic names like “A walk in a dark forest.” What kind of walk is it? Can the forest be described in another way?

2. Duration and Location

3. Target Group

Use your customer profiles and summarise the group for whom the service is intended. If your product is sold by an external party, this section is essential for successful sales.

4. Lead-in (160–180 characters)

The lead-in follows the product or service name. What happens, where does it happen, and why will it be an exciting, unique, and memorable experience for your defined customer group? Keep their needs and wishes in mind.

5. Product Description (800–1000 characters)

A description of the service or experience from start to finish. Use sensory impressions and other feelings. Avoid overly detailed storytelling; focus on the essentials. Also include features that make your product responsible, accessible, and inclusive!

6. Additional Information

Is your product available year-round or only at certain times? What is the price, and what does it include? Are there any conditions or exceptions related to accessibility (e.g., seasonal road conditions, transport timetables) or other deviations? Record all details essential for customer convenience and/or the seller’s success here.