One Eye Deer EP 15: How to Price and Market a Service-Based Business

In “EP 15: How to Price and Market a Service-Based Business” of the “One Eye Deer” Podcast, we learn how you can set your pricing and market your service-based business successfully.

More than 20 years ago, I was a partner in a kids party business that provided entertainment for kids’ birthday parties and events.

At that time, the only such providers of kids party entertainment were freelance entertainers like magicians, jugglers, clowns, story-tellers or party hosts. These kids entertainers marketed themselves as individuals who provided a show or activity for the party.

The business and marketing issue was that everyone was selling their services by explaining what they would do, how they would do it and how much it would cost. If the client wanted some variation or customization, this would be negotiated.

When I co-founded the kids party company, I realised that it was vital to change the way party shows, games and activities were presented to the market. 

The first thing I did was to create party packages that would include a portable sound system, show, party games, cake-cutting hosting, party bags and balloon animals. When clients made inquiries, these packages would be clearly broken down and listed like product features. 

Soon, competitors began creating party packages and now it has become an industry standard.

So how can you differentiate your business from other competitors and market your service-based business in your industry?

Join certified marketing management consultant, J C Sum, as he discusses further on what you can learn from the story of the kids party entertainment business so you can price and market your service-based business further.


00:43 Kids party business in a nutshell.

02:02 How J C presented the kids party business to the market

03:56 Notable takeaways from J C’s kids party business

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About One Eye Deer:

The One Eye Deer podcast is produced by Evolve & Adapt, an award-winning strategy & digital consulting firm based in Singapore and Malaysia.

If you are looking to build your brand and generate massive leads and sales, book a marketing consulting call at


The name of the podcast was inspired by the riddle:

What do you call a blind deer?

No eye deer.

Since the podcast explores one marketing idea each episode, it features “one idea” (one eye deer).

The podcast is more than 2 years in the making. The idea of a podcast was first conceived in early 2020. It took shape as “One Eye Deer” in Feb 2021 and finally launched 13 months later.


The “One Eye Deer” mascot was designed by Eugina Lee (IG : lee.eugina) based on the concept developed by J C Sum.


One Eye Deer theme performed and produced by Darren Teh, An Honest Mistake.

Adapted from “Do-Re-Mi”, “The Sound of Music”. 1959 Rodgers and Hammerstein.

J C Sum

J C Sum is a certified management consultant (TR 43:2015), an American Marketing Association Professional Certified Marketer (PCM®) in marketing management as well as a certified digital marketing strategist (SSG-WSQ accredited) with 12 years of experience specializing in search engine optimization, content marketing, and analytics. J C holds a Bachelor of Arts from National University of Singapore and is the author of "Evolve, Adapt or Collapse". He has been featured on The Straits Times, Business Times, Channel News Asia, The Edge Singapore, CNA938, and Money FM 89.3.