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1 We Just want to do GOOD. Istituto Europeo di Design Master of Strategic Design Labs Thesis project: Avocado Business Plan Fernanda Mujica Pedrosa
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Business Plan Avocado Design

Mar 13, 2016

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Business Plan Avocado Design
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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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Twitter

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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

2

3

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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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