apresentação avocado
DESCRIPTION
apresentacao finalTRANSCRIPT
We Just want to do GOOD.
But I believe in the power of Design.
Istituto Europeo de Design Master of Strategic Design LabsAVOCADO DESIGN - Fernanda Mujica Pedrosa
I don’t like advertising the way it is.I HAVE A PROBLEM:
MADE AIMING
AWARDS MORE
THAN RESULTS
MAKING EMPLOYEES
WORK LATE ALWAYS
PAYING LESS THAN
IT SHOULD
WASTING MATERIAL,
TIME AND MONEY
DON’T MESURING RE-
SULTS.
STRESSFULL
WORKING
SPACE.
CONTROLLED BY
THE BIG AGENCIES.
SELLING MORE
STUFF PEOPLE
DON’T NEED
COPY PASTE
FROM OTHER
CAMPAINGS
I don’t like the world the way it is.I HAVE A BIG PROBLEM:
But I believe in the power of Design.In creating CHANGE and modif ing people’s behaviour.
Brasília - Brasil WITH THE PERFECT SCENARIUM:
Young city: 61 years old
All planned by oneUrbanist: Lúcio Costa.
The green part os the city wasplanned as well by RobertoBurle Marx, a landscape designer.
Its GDP per capita is by far thehighest in Brazil
277.000 people (in the main area)
Biggest urban park in Latin America
The city is known for it’s gastronomy
Biggest Renda per capta in Brazil
One gymm for each 4,3 people
9% of brazilian people are vegetarians.
75% of Brazilians know how much energy the spend.
Working for people, planet and pro�tAvocado is a DESIGN and BRANDING studio
Works with SOCIAL ACTIVISM and positive COMMUNICATION
Creates SOCAL ENGAGED campaings
Creates SUSTAINABLE LOVED BRANDS
Works SIDE-BY-SIDE WITH CLIENTS
Uses DESIGN THINKING
RESOLVE PROBLEMS.
IS POSSIBLE TO MAKE IT DIFFERENT
IS POSSIBLE TO MAKE IT DIFFERENT
THE PROCESS
Entrepreneur with a Start-up business
Business witha problem
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
sTWOur cash flow will be unreliable in the early stagesWOur cash flow will be unreliable in the early stages
Our company has no market presence or reputationWOur company has no market presence or reputationNot much providers that shares the same valuesWNot much providers that shares the same valuesCompetitors with the same material resultsWCompetitors with the same material resultsCostumers assume sustainability is higher costWCostumers assume sustainability is higher cost
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
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.
FINANCIAL
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 Op-pening costs = R$ 99.390
Break even:
Social Capital:
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 Busi-ness 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)
COMMUNICATION STRATEGY
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)
DESIGN FOR CHANGE
This project is about helping communi-ties, and is going to be done once a month. In our website, people can tell us problems that their communitie’s are facing. Anyone can write in there. It can be problems concerning social, enviro-mental, cultural, economical aspects, for example.
After they have their problems in the we-bsite, they need to move their communi-ty. People need to vote in in their pro-ject.
www1
2
3
The project with more votes will have a free service provided by Avocado and we and the community will work together to find the best solution. While we work on the project a donation page will be open for the project, so interes-ted people can participate too.
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 adjustment Clients
"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