Food! would be an answer of most people when they get to know you’re running a cooking school. Not true. Experience. We sell experience, not food.
Food is only a part of the whole experience we sell.

If you try to break Chefparade experience into pieces you will see that apart from food (fresh quality ingredients, good recipes) there are other important elements to it.

For example – the place. Not only how does it look, but also where it is located and how it is equipped.
Surprisingly, music is important part of the experience at the cooking school. We have special mood music we play in the background.
If you ask people after the cooking course if there was a music playing they would say “yes” but they wouldn’t be able to say what music was playing. This is the feature of great background music – creates atmosphere but is not distracting you from the experience itself.
Music, together with many other elements adds to whole experience people have at Chefparade.
And this is what we’re selling.

You should think about what you’re selling in broader terms.
View what you are selling as whole customer experience. Many times it starts with your website, with somebody replying to email or phone call. Already this is part of customer experience and becomes inseparable to what you are selling. It can add good or bad points to the overall result.

This all has to be taken into consideration in the process of designing your product and your business from the very moment potential customer comes to touch with it to the very end of his / her experience. And throughout all points in between.

So, what are you really selling?