1 We Just want to do GOOD. Istituto Europeo di Design Master of Strategic Design Labs Thesis project: Avocado Business Plan Fernanda Mujica Pedrosa
Mar 13, 2016
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We Just want to do GOOD.Istituto Europeo di Design Master of Strategic Design LabsThesis project: Avocado Business PlanFernanda Mujica Pedrosa
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Index
Summary 5 What is Avocado? 6 What do we do? 7Process chart 8Service Design 9Sustainability checklist 11Strategic objectives 12Competitors 13Competitors per price 14Competitors per service 15Swot Analysis 17Benchmarking 19Key partners 21Suppliers 22
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Index
Legal aspects 23Oppening costs 24fixed costs 25Variable costs 26Investors 27Services prices 28Financial analysis 306 months calendar 31Communication 32Communication calendar 33Twitter 34Facebook page 35 Website 36Blog 37Design for change 38
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Avocado is a design and branding studiothat works with positive communication and social activism. As a team, we want to, createsignificative brands and social engaged cam-paings and projects. Avocado studio work side-by-side with our clients, using design thinking to develo-pe unique solutions for their problems. We don´t wantto create more sutff, we want to contribute to society while we make your company grow.
What is Avocado?
"Companies which do not live by a
green protocol will be financially
damaged because consumers will
punish them." Lee Daley, chief executive of
Saatchi & Saatchi
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All of the services are results from a previous Service Design process.
Using co-creation We will research what’s the best option for our
client’s problem.
What do we do?
Brand creation and Visual Identitypackage.
Strategic planning aimingsocial change and positive communication.
Printed materials (coporate material,press material, books, posters)
Online Management (social network,website, apps, content production)
Product Launch (strategy, design, packaging)
Event planning.
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Process Chart
0 Develop a new conceptInnovationmultifuncionatilityShared use
1 Low impact materialsRecicled MaterialBiodegradableNon-toxic
2 Reduction in material useReduced quantityReduce size and weightReduce complexity
3 Production optimizationLocal ProductionAlternative productionLess use of energyZero waste
4 Distribution optimizationEconomical and low impact packagingLow energy transportation
6 Life optimizationCreate ValueMaintenance and repairDurability
7 End of life optimizationReuseMaterial RecoverRecycling
5 Reduced impact during useAcessibilityLow consume of water and energyClean energy source
We use this chart toguide us during thewhole process. Abalanced chart is asign of a sustainable project. It can be usedin campaings, products,printed materials andother services.
SUSTAINABILITY
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Service Design5 principles of service design
user-centered
evidencing
sequencing
co-creative
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Service Design
UNDERSTAND
Research about the publicUnderstand the ecosystemLook for previous solution atemptsLook for similar cases
OBSERVE
Go face to face with the publicInterview and take notesStudy all the dataList all possible problems
IDEATE
Generate the maximum number of ideas that could resolve the problem.
PROTOTYPE
Create quick models andscenariums that could resolve
TEST
and communicate with users
needed ajusmtments.
DEFINE
Reframe needs and insightsin a main problem to beresolved.
Service Design Thinking Process
“When you have two coffe shops
next to each other, with the same coffe
and price, service design is what
make you walk into one and not
the other.”
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Sustainability checklist
Sustainable Design ChecklistStrategy
Best serves the clientʼs needs Employs an effective message Fulfills the objectives Serves multiple purposes Doesnʼt require subsequent or parallel efforts to support it Has limited environmental impact throughout its lifecycle
Execution
Will unlikely benefit from additional strategy Uses the most appropriate format Maximizes space on the press sheet Uses of recycled materials Is easy to recycle Considered paperless options Uses as few materials as possible Raises awareness by displaying environmental specs Limits ink coverage and areas of solid colour Maximizes shelf life Can be proofed on screen Uses die-cuts or embossing rather than an additional ink Combines many components for maximum efficiency
Production
Is on target with our print quantities Uses local vendors and sourcing local materials Minimizes transport and shipping Uses vendors that use renewable energy
Printer
Can proof on screen Doesnʼt require film; it can go from digital to plate Utilizes an environmental management system Manages their waste responsibly Has environmental certification
Paper
Is smaller and lighter Contains post consumer waste fibre (PCW) Is recycled
Uses tree-free fibres such as kenaf, hemp, and bamboo Was produced with renewable energy (Green-e certification) Is FSC-certified Was processed chlorine free (PCF)
Packaging
Eliminates adhesives by using an alternative binding or tabs Avoids labels by printing directly on the packaging surface Does not require secondary and tertiary containers Minimizes the gauge of the materials Is robust, reducing the amount of protective materials Is refillable Nest and stack well for efficient transport Does not contain toxic substances such as PVC
Inks
Are not specialty metallic or fluorescent inks Are vegetable or soy-based inks Do not require a protective surface coating
Post Press Avoids solvent-based adhesives in the bindings and labels Limits use of staples Avoids foilstamping, thermography, and lamination
Distribution
Has mailing lists that are up to date Accurately targets our audience Avoids shipping by air Avoid use of labels by printing addresses directly
on the piece
End-of-useful life
Can be recycled Can be reused Minimizes the de-inking process Is biodegradable
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Strategic Objectives
In 3 yearsNow (fase 1: beeing known)
Legalize the brand (legal limits) and deal with financialand legal terms.
Have a fixed team and at least 4 or 5 projects permonth
Have workshops and short courses in the sustainabi-lity field
Work with projects outiside the Distrito Federal(companies in São Paulo, Belo Horizonte)
Be part of the Brazilia’s communication scenarioas one of the “top of mind” companies.
Get a team, analyse different profile and possible freelancers
Start the Design for change project online and developthe projects in order to built a portfolio and cause a buzz.
Advertise the company and its projects (start social interactions)
Prepare offers to possible clients getting together portfolioand personalised information
Pitch for enterpreneus, NGO’s and others possible clients
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Our competitors
Direct competition Indirect Competition
Advertising Agencies: Some companiestend to hire Advertising agencies towork their branding and propositionbecause they expect lower costsor just because they already trust them.
Freelancers: The cheapest service, because thereis no taxes included and the work process can be simpler. To do a specif project, this is the most common way to hire a service.
Incubators: Incubators provide everything a start-up need including design and branding.They use design consultants to work on theincubated company’s image.
Internet Plataforms: There are a lotos plataforms that conects start-upsor regular companies to designersdirectly.
Inhouse communication: a lot of companies hiresomeone to work on their social medias andcommunication. Interns, Advertising peopleand Marketing people. Most of the time it can bea imcomplete work.
Branding Agencies:There are not a lot branding agencies in Brasília. They canprovide the same services but not thesame values.
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Competitors per price
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Competitors per service
AGÊNCIA RADIOLA: specialized in the design field
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Competitors per service
AGÊNCIA 18 GRAUS: One of th few Branding agencies. Big companies search outsiders agencies to work with and the local medium and smallbusiness prefer most of time to have all the services done by othersproviders.
MONUMENTA: one of the biggests agencies in Brasília,Monumenta has a lot of government accounts and offersdifferent services, including the ones Avocado does.
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SWOT Analysis
Non-fixed staff and dependence of freelancersOur cash flow will be unreliable in the early stagesOur company has no market presence or reputationNot much providers that shares the same valuesCompetitors with the same material resultsCostumers assume sustainability is higher cost
sTWwill be unreliable in will be unreliable in
has no market presehas no market presviders that shares theviders that shares
with the same materiaith the same mti bilit iti
oVery popular proposition: sustainabilitySocial caracter in its projectsStrong communication campaingnDesign ValueCheaper prices than other similar services providersSmall business and simplified stepsClose relationship with our clients
Growing market for new companies and start-upsSocial Business in the Media AgendaInterest from the partners to work with the companyNo competitors with exactly the same propositionBrazilian’s care about being healthy (gymm)Growing trend of being responsible
Use of freelancers / strong worker’s laws in BrazilVery competitive marketA lot of young versatile companies offering designDisbelief of the entrepreneurs in the propositionCompetition with big Agencies with a lot of traditionOnline platforms offering brand design
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SWOT Analysis
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Benchmarking
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Benchmarking
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Key Partners
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Suppliers
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Legal Aspects
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Openning Costs
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Fixed Costs
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Variable costs
Equipament Rental
Extra Gas
Services
Trips
Events materials
Observation: Some other costs can be added in the end of a month, but the costs are basedin the first fase of the company.Possible extras:
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Investors
Partner founder
Social Incubator
Government
Crowdsourcing
The partner will cover all the costs and inicial capital is R$ 60.000
Artemisia is one of the social incubatos in Brazil. They provide money, space and consultancy for the new companies.
The project can be subscri-ved on government programs for socia lentre-preneurship
Use of plataforms for the Design for change money
Besides partners they can be a possible investor since they provide start-up needs.
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Services Prices
Brand creation, positioning and Strategic Plan: Visual Identity: R$ 4.450Website with 3 screens: R$ 1.500Strategic and Campaing planning: R$ 4.320Social Networks: R$ 1.500TOTAL: R$ 11.770Just Brand creation and Brand Material: Brand, manual Business card, official paper, folder: R$ 4450 micro, R$ 5880 grande
Printed Material and Website:Brand, manual Business card, official paper, folder: R$ 4.450Site com 3 telas: R$ 1500TOTAL: 5900
Fee (monthly): 1 Promotional Action, 1 printed material, Online managementTOTAL: R$ 2.000 Montlhy (60% price)
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Services Prices
Stratrategic / Communication plan 4.320
Flyer, Pager, One pager printed, postcard: printed: 707 online: 424 Website: 500 per screen
Guerilla: 1.000 + material costs
Printed material (notepad, business card, official paper, folder, envlope) : 2.000
Brand (logo) for company micro: 2100 small: 3.500
Brand (logo) for event: 1.300 Brand (logo) for product: 2.100
Re-study and new brand: 3.000 Brand Manual: 1.800
Social network page creation (background, icon and strategy): 1.500
Promotion action: 1.500
Separated Service Price R$
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Financial Analysis
Worst case scenario: R$ 3.000 montly income. Break Even after 19 months.
Realistic scenario: R$ 4.000 montly income. Break Even after 23 months.
Optimistic scenario: R$ 6.000 montly income. Break Even after 15 months.
R$ 82.140 Anual costs + R$ 17.250 Oppening costs = R$ 99.390
Break even:
Social Capital:
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6 Months Calendar
JAN FEB MAR APRLegal process for oppening
Company materials (Printed and online)
Team research
Fisical and material (place, furniture)
Design for change project
Advertising
Pitching
Website development
Portfolio Delopment
Planning, formalizing, estructualizing Testing, first works, team adjustmentC lients
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Communication
Online
Offline
TWITTER: @avocadodesign : 4 to 6 tweets a day
Content: Arts, advertising, Social and enviromental
Relationship with clientes, producers and partners
Promotional Actions
Gather market intelligence and insights
Latest updates
WEBSITE: www.avocadodeisgn.org
Present the company
Explain the services
Design for change program hosting
Blog hosting
Contacts
Tools for designers and clients
FACEBOOK PAGE: Avocado: 2 posts a day
References for Designers and Ardvertising people
Lastest updates / Developed works
Projects pictures
Motivational Design
Promotions and Advertising
Blog: Hosted on the webpage
References for Designers and Ardvertising people
Lastest updates / Developed works
Design for change winners
Promotions and Advertising
Articles : written by team and by special guests
Reponsable Projects: Colective meals, Outside activities, Donation projects, social events
Distribution of sample material to clients : Calendars, Notepads, pens, bottons
Urban Intervenccion: Guerilla Marketing
Services explaining guide: Service Design toolkit (like desing it dice)
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Communication Calendar
FEB MAR APR MAY JUNTwitter
Facebook Page
Online Advertising
Offline Advertising (Guerilla)
Toolkit
Event 2 Event 1
Webpage (public)
Design for change project
Blog
Planning, formalizing, estructualizing Clients
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Facebook page
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Website
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Blog
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Design For change
In order to promote Avocado and it’s values we created the design for change program. we hope to achieve spontaneous midia, spread our brand trough social media, conquer our pos-sible clients, and build a nice sustaina-ble based portfolio. with a project done per month, the brand will be known and we will have material for a pitch portfo-lio. for this we’ll need: time, a team, money, users PARTICIPATION and pro-viders.
This project add value to our brand
Works with communitie’s leaders
Uses crowndsourcing and donations
Is a free work
Is based on Service design
is expected to achieve midia buzz
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Design For change
VOTE
85%
30% 50%
www1
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Design For change
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Design For change
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"The world changes according
to the way people see it, and if you
can alter, even by a millimeter, the
way people look at reality, then you
can change the world."."
James Baldwin American novelist
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