IMA Methodology
Some businesses offer excellent service and still compete on price. They don't lack quality; they just can't see their value gap. Together with Álvaro Mosquera, we use the IMA Methodology to find it, turn it into a message that shows what your company is really worth, and take it to the channels where your clients are, with artificial intelligence in support.
How it works
IMA brings together Zeithaml's Gaps Model and Lovelock's 8 Ps in three modules.
Diagnosis
A clinical autopsy of the service using the 8 IMA Capsules. Within 48 hours, a report with the main gap and three priorities.
Authority Architecture
Message, identity and offer designed to communicate value before price.
AI-powered conversion
The strategy reaches the channels, and artificial intelligence helps qualify prospects.
Who's behind it
Álvaro Mosquera is a specialist in Strategic Services Marketing who works with the IMA Methodology. He has spent years diagnosing and intervening in service companies, especially in tourism: at a hotel, he made digital channels the main source of bookings, and he later led digital acquisition for a travel agency. Today he works with small and midsize businesses in sectors such as travel, food, wellness, real estate and consulting so their value shows before their price. His work spans branding, corporate identity, web and advertising design, digital marketing, and generative AI to automate processes and build virtual assistants, with Generative AI certifications from IBM and MinTIC.