Final Report

SMALL STAGEa creative service for businesses

COMM 388: Design Strategies for Business Innovation: Studio

Final Report

Table of contents

1. Overview

2. Team Biography

3. Client Company

4. Need Statement

5. Solution

6. Visual Map of User

7. Business Model Canvas

8. Value Proposition

9. Risk Analysis

10. Deliverables

10.1. Business Plan

10.2. Fixed Costs - A Brainstorm of Ideas

10.3. Potential Clients - A Brainstorm of Ideas

11. Scrumboard

12. State of Completion

13. Resources and Research Tools

14. Recommendation

Overview

Throughout this term, we have been working to meet our client’s biggest need: creating an alternativerevenue stream for MovEnt. After brainstorming and communicating with our client, we proposedcreating a separate entity, “Small Stage”, which would be independent from MovEnt. While MovEnt is acharitable non-profit organization, Small Stage would act as a for-profit organization. To meet our client’sneed of creating an alternative revenue stream, we propose Small Stage act under the following tiers: asa creative customizable service, a creative marketing tool, and a creative motivational tool. In this report,in order to remain consistent with our brief, we will be focusing on the creative marketing tool aspect ofSmall Stage’s services.

Team Biography

Alma Diaz Eva Menéndez Kaavya Lakshmanan Rachel Wong Xavi Valles

Spanish exchange student from the University of Warwick.

Ballet and Spanish Dancing degree.

Fashion buyer in the making.

Spanish exchange student from ESADE Business School.

Music writer and dance lover.

Future entrepreneur.

4th year Sociology and English Literature double major.

Writer and Britney Spears choreography learner.

I will work in Marketing or Advertising.

Spanish exchange student from ESADE Business School.

Time to time actor. Theatre

teacher.

Struggling to become a film

and TV producer.

4th year Psychology student.

Arts Co-op & Arts Tri-Mentor.

Career plans: Expand family's composting machine business into North America.

Client Company

MovEntis a charitable dance creation company, dedicated to producing new shows

that are both artistic and accessible. They are devoted to bringing great dance into the lives of others by producing work that continually strives for

artistic, technical and creative excellence.They currently offer three different programs

MovEnt’s most popular show is Dances for a Small Stage series. The Small Stage series has become a mainstay of the Vancouver arts scene since 2002

by producing work that is both `inspiring and meaningful to audiences in Vancouver’.

It showcases new and established dance from Vancouver and across Canada on a ridiculously small stage, in an unconventional venue with an intimate cabaret atmosphere. The series brings fresh and artful dance to a diverse

demographic, through its imaginative, urban, dynamic and diverse programming.

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Need statement - Solution

Solution Process Advantage

In order to create an alternate revenue stream for MovEnt, we propose creating a separate entity, “Small Stage”, which would act as a for-profit company.

Through communicating with our client, we realized her customers recognize the “Small Stage” brand more than they recognize “MovEnt”. Therefore, we propose creating the separate entity, which the customers would already recognize.

MovEnt is already a successful company with existing resources (such as dancers). Small Stage would have the competitive advantage of being able to use these resources to build its brand.

In order to ensure Small Stage is successful, we propose it operate as the following:A creative customizable service which provides high-quality entertainment for companies and organizations at events.A creative marketing tool which markets products and services for other companies and organizations.Creative motivational tool.

In order for Small Stage to exist as a separate entity, our team brainstormed creative services it could provide. We came to our solution based on extensive research we conducted on similar companies.

As a creative customizable service, Small Stage has the advantage of offering flexible, diverse shows to diverse audiences. We believe, due to the existing success of MovEnt, Small Stage will be able to attract corporations seeking entertainment at events.Since this is an innovative and creative form of marketing, we believe Small Stage would be suitable for this task.

Need statement - Solution

SolutionNeed Statement

3 creative and customizable services for businesses

Customized entertainment service

Motivational service

Creative marketing service

Creation of an alternate revenue stream

Business focus

Move Small stage to other markets

Client Visual Map

Initial client for initial challenge

Final client forfinal challenge

Busines Model Canvas

Throughout the course, we provided the client with a fewdeliverables. The first deliverable was completing some of the maincomponents of a business plan for grant application purposes. Wecreated a service portfolio, pricing strategy and competitiveanalysis for Small Stage.

We also provided our client with a list of fixed costs that may ariseas she builds her business. Our final deliverable is presenting a listof potential clients that Small Stage could provide creativemarketing services to. Our main challenge was to ensure thatpotential companies had values that align with Small Stage’svalues, and that the company had some relevance to art. Wecreated a list of potential clients, and narrowed it down to three.

Value Proposition

“For companies that need marketing services, Small

Stage is creative marketing tool that is innovative,

unique and customizable”

“For companies that organize events, Small

Stage is an entertainment service that is flexible,

unique and customizable”

Risk Analysis

Internal Risks External Risks

MovEntknown as an entertainment company

Small Stage needs to build a reputation for itself as a creative company, distinct from MovEnt.

Company Values Alignment

Small Stage seems interested in working with clients whose values align with Small Stage’s, which limits possibilities. Extensive research will have to be done to guarantee alignment.

ProductAdvertisement

Small Stage is not interested in having their dancers hand out company product/samples, which companies may see it as a service requirement.

Non-profit + profitbusiness model

Consult the appropriate people to ensure that there is a clear cut line between the two companies.

Companies are used to a traditional marketing approach

Educate businesses that a modern approach to marketing may be more profitable.

Brand Awareness Marketing is a very competitive business and Small Stage will need to highlight and emphasize why and how it’s unique.

Business Plan-Service Portfolio

Small Stage for corporate events:•Offer a series of dances with live music in a unique format, which can add value to corporateevents and provide audiences with a new experience.•Small Stage’s series of dances are chosen to be pieces that are connected and complement theexperience of the entire show.•Each show can be customized according to client’s preferences.

Small Stage for a marketing campaign:•Offer customized marketing campaigns or advertisements for businesses to promote theircompany or products using professional dancers.•Small Stage can offer a variety of dancing styles appropriate to the campaign.

Small Stage as a motivation (workshop) tool:•Develop activities and workshops with the goal of increasing motivation, encourage creativethinking among employees, or develop team-building strategies.•The expertise of the board of Small Stage in this field allows the company to address any of theseneeds.

Business Plan-Pricing Strategy

Small Stage for corporate events:Pricing levels can be adapted to each client’s budget.Basic show package can be offered at a fixed price, with optional show add-ons for additionalcosts based on client’s demands and preferences. For example, a basic show could be threeshows, with options to add performances. Alternatively, Small Stage can also create acustomized show package based on a client’s budget, and offer them a complete showexperience that best fits in their proposed budget.

Small Stage for a marketing campaign:Pricing levels can be adapted to each client’s budget. As one of Small Stage’s competitiveadvantages is its flexibility and adaptability to the customer’s needs, being able to adapt theprice to each client’s budget is a key factor in Small Stage’s strategy.Pricing costs can be determined depending on the client’s budget and basic requirements. Assome companies expect a price list, Small Stage can determine the market rates bycompleting research on what other marketing companies charge, and asking customers whatthey are willing to pay.

Small Stage as a motivation (workshop) tool:Small Stage can offer basic workshop priced by the hour. It could also vary depending onclient’s goals. The main costs would be labour hours, administrative costs, and work-shopfees.

Entertainment Service Pricing

Cost of basic service

•Cost per added show

•Cost per hour of background live music

•Cost of additional services

•Other Costs

Marketing Service Pricing

Value of Julie-anne’s time and expertise

Value of employee’s time and expertise

Cost of artists requested per hour

Cost of material requested (per hour if rental or fixed if purchased)

Cost of rehearsal space x hour

Administrative Costs

Business Plan-Competitive Analysis

Competitive advantageSmall Stage has several competitive advantages over othercompanies:1.MovEnt is an established dance company in Vancouver that hasbeen presenting shows for the local community for the past 10years;2.Small Stage can utilize previously performed shows atcorporate events to reduce labour hours needed to create a newshow from scratch;3.MovEnt has had experience performing at conferences andevents eg. Vancouver Tourism Board;4.Small Stage can offer a wide range of services eg. creativemarketing strategy, entertainment service at events, teambuilding workshops5.The service Small Stage can offer is flexible - it can be applied tomany different situations, whether it is for events or formarketingSmall Stage can customize their service for client’s needs - eg.customized shows at events, unique creative marketing service topromote a company’s products or services

Competitor Strengths Weaknesses

Traditional

Marketing

Companies

· Offer a known and

predictable marketing

service to businesses that

is guaranteed to succeed

to some extent

· Approach has been

used for years and are

trusted by companies

· May not provide the

“wow” factor

· May be overused, or

outdated and may not

be as appealing to

younger generations

Creative

Marketing

Companies

· Established in the

marketplace

· May have developed a

strong reputation for

themselves and have the

ability to scale

· Creative approach that

they take may differ

from what clients expect

· Potentially high cost

and demand of clients’

time

Dance

Companies

· Ability to offer

performances at events

· Lack of flexibility or

customizability

Guerilla

Marketing

Companies

· One type of marketing

available

· Highly experienced in

services they offer

· Lack of diversity in

services they offer

Fix Costs - A Brainstormed list

SCENE INVENTORY•Van (transportation)•Sound equipment•Light equipment•Chairs

ROOM INVENTORY•Office rental•Computer•Desks•Shelves•Office Supplies

VARIABLE COSTS•Show programs•Artists salary (choreographers, dancers, musicians, singers etc). •Rehearsing room rentals•Scene inventory rentals•Business cards

MERCHANDISEMerchandise is useful to build relationships with clients and spread the word. Experts consider that using materials with company logos helps individuals engage with the brand unconsciously.

INTANGIBLE ASSETS•Software: If any business software is required the team would recommend to lease it or to use Open Source.

• Lease: A company provides a service and updates the software when needed.

• Open Source: An Open Source software is a free software that developers create in the internet with the aim to share it. Practically every business software has an Open Source version with less features but cheaper.

• Online signature• Domain (already bought).

Potential Clients - Dove

Why Dove? Dove is an international company that invests huge efforts in frequently launching memorable and creative campaigns thatinspire all girls and women to reach their full potential. While they are an international company with wide brand awareness, andpartnering with them might be more of a long-term goal, we believe Dove’s values of positivity, diversity, inclusivity and innovationcould benefit Small Stage.

Idea # 1:Small Stage can create a guerilla marketing campaign to promote Dove’s BeautyCampaign and Self-Esteem Campaign. To do so, Small Stage can perform a flash mobstyle viral campaign that uses real women as dancers in a high-traffic area of downtownVancouver.

Idea # 2:Another marketing campaign idea is inspired by the Dove “Real Beauty” sketches onthat inspire women to have positive self-esteem. The tagline Dove uses is, “You aremore beautiful than you think.” Small Stage could partner with Dove to promote thismessage, through a promotional video in which Small Stage dancers discuss self-esteem, while showing footage of their rehearsals or shows. Since the art communitylooks up to dancers, this would inspire art-lovers to have positive body image, thereforepromoting the Dove message, while also promoting Small Stage shows - thereforemutually benefitting Dove and Small Stage.

Potential Clients - Nature’s Path

Why Nature’s Path?They are a local company that is passionate about organic farming, family-run andsustainably driven. Their products are a great source of energy, in which Small Stagewould be able to market easily - by presenting energized campaigns.

Idea # 1: Marketing Campaign - VideoSmall Stage can create a video that highlights Nature’s Path products by presenting an energized dance video.

Idea # 2: Marketing Campaign - PublicSmall Stage can organize a flash-mob style campaign during a lunch hour in a high traffic area to promote Nature’s Path’s products.

Potential Clients – Vancouver International Film Festival

Why VIFF?VIFF’s mandate is to encourage understanding of the world’s cultures through the art ofcinema. They also strive to provide public and film community with an excellent facility forthe appreciation of cinema and related art forms throughout the year.Small Stage is an artistic based business, and their team of professional dancers can easilycreate promotional videos that is of VIFF quality. One idea is for Small Stage dancers topromote VIFF festivals and events through video promotion. The dancers would promoteSmall Stage shows by performing or rehearsing on the Small Stage set, and thenadvertising VIFF by talking about VIFF events or films they are most excited to see. Thisway, the promotion is mutually beneficial - Small Stage and VIFF are both advertised.

Scrumboard

We began to use a scrum board once we had manydifferent parts to work on individually and as a group. Thescrum board is a great way to keep track of the assignmentswe had, for example, the brief, business model canvas andthe final report. We were able to utilize the scrum board todelegate different parts of each assignments, and movetasks around depending on its state of completion. We useda different color for each team member, and as tasks arecompleted, it is moved, and once reviewed by anothergroup member, it is considered as “done”.

The scrum board was really helpful in determining what ourtasks were, and how to separate it. We were able to easilyidentify who had what task, and what was completed andwhat was still in progress. It kept the team focused on thework in front of us, and everyone knew the tasks they wereassigned.

As a team, we were able to work more efficiently, as weknew who were responsible for what tasks, and to remindeach other when tasks weren’t being completed.

State of completion

We have outlined the state of completion for our deliverables.Unfortunately, due to time and scope, we were unable to findcorporate sponsorships for MovEnt, which was our initialdeliverable to our client. After communicating with our client andre-aligning our value proposition, we landed on the idea ofcreating Small Stage. New features and marketing ideas could bedeveloped through researching the types of marketing strategiescurrently used by potential clients, and brainstorming ways thosestrategies could benefit Small Stage.

Through showing our client our initial marketing ideas, we got abetter sense of the types of marketing Julie-anne preferred. Forinstance, we learned that she preferred to not have her dancershand out product samples for other companies, because she felt itde-valued her Small Stage brand. Therefore, we took that intoconsideration when re-vamping our marketing ideas, and did ourbest to articulate our rationale for partnering with a certaincompany, and how it would be mutually beneficial for Small Stageand for the chosen company.

Deliverable Responsible

Party

State of

Completion

Write and revise brief detailing to the client what the team

will focus on

Team MovEnt

(delegated

duties)

Completed

Decide on values/features of company that our client

requires in a partnership

Team MovEnt Completed

Purchase of Small Stage domain Client Completed

Brainstorm list of companies for Small Stage to partner

with for marketing service and run them by client

Team MovEnt Completed

Brainstorm creative marketing ideas for partnership with

Dove (Canada)

Eva & Kaavya Completed

Brainstorm creative marketing ideas for partnership with

Nature's Path (Canada)

Alma Completed

Brainstorm creative marketing ideas for partnership with

Vancouver International Film Festival

Rachel Completed

Brainstorm other creative marketing ideas for partnership Team MovEnt Completed

Resources and Research

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Info

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ToolsOARR’S

5 Why’s

Business

BMC

SCRUM

Persona

Agile

Business Plan

Photos and videos

City workingapplication

Photoshop

Google Drive

Whatsup

Facebook

Resources and Research

Readings:Design & DesignThinking Lockwood, Thomas. What Good Does Design Do For Business? Article.FastCompany http://www.fastcodesign.com/1665471/what-good-does-design-do-for-businessKelley, Tom (2005). The Ten Faces of Innovation: Ideo’s Strategies for Beating the Devil’s Advocate & Driving Creativity throughout Your Organization. Introduction: Pp 1-15. Doubleday. http://www.tenfacesofinnovation.com/tenfaces/index.htmNorman, Don. Design Thinking: A useful myth. (2010, Core77: http://www.core77.com/blog/columns/design_thinking_a_useful_myth_16790.asp)

Business Model CanvasOsterwalder, A. The Business Model Canvas. Video. Youtube. https://www.youtube.com/watch? v=2FumwkBMhLoFirst Round Review. The One Tool Startups Need to Brainstorm, Test and Win. http:// firstround.com/article/To-Go-Lean-Master-the-Business-Model-CanvasBowles, Cennydd. Looking Beyond User-Centered Design. A List Apart. http://alistapart.com/ column/looking-beyond-user-centered-designDix, et al. Why bad ideas are a good idea. (2006) http://www.alandix.com/academic/papers/HCIed2006-badideas/HCIED2006-badideasCRC-v2.pdf

Rapid PrototypingDodge. How to Change Cars Forever. https://www.youtube.com/watch?v=gogQLQNrDds

Social EnterpriseA concise one-pager defining ‘social enterprise’ in the Canadian context http://www.socialenterprisecanada.ca/en/learn/nav/whatisasocialenterprise.html

Recommendation

In closing, in this report, we have outlined our proposed solution to MovEnt’s need for analternative revenue stream: the creation of a separate entity, Small Stage. We proposed SmallStage operate as a for-profit organization which would operate under three tiers: as acustomized service, a creative marketing tool, and a creative motivational tool. This report hasfocused on the creative marketing tool. We have outlined our brainstormed examples ofcompanies Small Stage can partner with, that would be mutually beneficial.

We recommend that our client focus on whether Small Stage focus on local or internationalcompanies for creative marketing partnerships. We recommend our client focus on localcompanies first. In order to present companies with a list of services Small Stage can offer as acreative marketing tool, we recommend our client create graphic mock-ups which showcasehow Small Stage can benefit the other company, and the competitive advantage of choosingSmall Stage as a creative marketing tool.

THE END