Given Matt's unique focus on customer experience to differentiate Nextgen Aire we started with research to gain insight into common expectations and frustrations of customers in the industry. Through this research we were able to frame a clear value proposition that mapped to the real needs and goals of real people, not on biased assumptions made in the office. This value proposition became the keystone of Nextgen Aire's business model and all facets of strategy including hiring, service delivery and experience, technology, brand and marketing, pricing  and capital investment were designed to support it. Some key tools used to facilitate the design of this service business were the business model canvas, value proposition design canvas, customer personas and segmentation, customer journey maps, service blueprints and ecosystem maps. A website was also designed and developed to help Nextgen Aire put a stake in the ground in their market.