business plan & design project - final major assignment - sohaib uddin khan

Major AssignmentBusiness Plan & Design Project

PPR4002Professional Practice and Business Planning for Design

12/10/12Sohaib Uddin KhanStudent ID: 23876026

Table of contents

• Logo 1

• Business plan 2 1.1 Business overview 2 1.2 Product & services 3 1.3 The market 4 1.4 Competition 5 1.5 Marketing strategy 6 1.6 Business structure & management 7 1.7 SWOT analysis 8

• Design project 9 2.1 The brief 9 2.2 Project methodology 10 2.3 Project costing and resourcing 11 2.4 GANT chart 13

Melbourne CBD, VIC 3175+11 238 848 67+11 238 848 77

Logo

Septimus is the Latin word for seventh and the company itself is own by a group of seven young designers. Septimius was also an Ancient Roman soldier, he is known as one of the assassins of Pompey the Great. Septimus' workforce is similar to brave and fearless soldiers. They are a young, creative team with a great can-do attitude.

The color orange is a combination of red and yellow, it is stimulating and reaction to it is a combination of passion and youth.

The font style is made up of paper folds, as every individual in Septimus holds the ability to transform new ideas into reality.

Color

Black background Black & white

Color background

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Business Plan

1.1 Business Overview:

What: Septimus is a new Creative services group specializing inVisual Communication, founded on November 2012.

Who: We are a new business formed by a group of seven fresh Master’s graduate designers from Monash Art & Design University.

Where: Septimus is based in Melbourne CBD, Australia

Vision: Septimus vision promises to deliver the most cutting edgevisual communication solutions with efficient customer service for dynamically distinct companies.

USP: Fearless

Mission: Septimus mission is to maintain a productive workplace of creativeindividuals with varying discipline and backgrounds working together tohelp our clients to meet the needs of today’s ever changing market.

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1.2 Product & Services:

Septimus is a dedicated creative services group, which provides clients with design solutions, creative planning and cutting edge design consulting.

The business services we will initially offer consist of the following:

Graphic designPublishingAdvertisingMultimediaIndustrial design

Customer service is our number one priority. The designs we offer will be original and contemporary. We also work closely with our clients, helping them to understand their needs and suggesting options to ensure that our client stays ahead of the market.

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1.3 The market:

State of the market:The traditional market for graphic design and marketing communications has been expanding for decades as more organizations appreciate the bottom-line benefits of quality services.

Target market: Business-to-Business. In the beginning Septimus will provide services only for small and medium sized businesses, regardless of whether they are new or pre-existing. Our preferred clients will be from the sport, hospitality, travel and lifestyle industries.

Market Location: Initially Septimus will look for business in the Melbourne region. Once it starts building a name, it will begin to reach out to regional andglobal businesses. Primary Secondary Tertiary Local Region Global Australia Asia Worldwide

Price position:Considering that we are a new business, our services will be pricedcompetitively with other design companies in the Melbourne CBD area.The pricing of projects will be estimated as a project-based cost; which will be calculated based on the number of hours needed to complete the project.

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1.4 Competition:

Septimus currently faces stiff competition from other design production and visual communication companies. The local industry is comprised of a few large, well-known companies, several medium sized companies likeSeptimus and a large number of relatively small independent companies.

Within the Melbourne CBD area, there are approximately 15 companies that offer graphic design services, 6 offer website design services and 1-2 offer Desktop Publishing services.

Septimus will be the only visual communication business in Melbourne CBD offering complete design services from visual identity to advertising, from print to digital media and bonus pack of industrial design solutions. Success for Septimus will start to build once it gets a few recognizable businesses using their best services.

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1.5 Marketing Strategy:

According to today’s unpredictable economic environment, it is increasingly difficult for new businesses to market their business and remain profitable.

The marketing strategy for Septimus will start with building the portfolio of previous quality projects done by any of the team member. Using a portfolio is the most common yet effective way to demonstrate one’s forte.

The first month of operation will be used to get the office set up and ready for business. The industrial designer will be working hard along with other visual designers to create a modern looking office space.

Following are some major marketing tactics for the business:

Website – In today's day and age, a website is almost a given; as a standard source of information regarding the company. On the website we will showcase our past examples of work, as well as our potential and strengths. The web address will also be included in all material that is release in print and online.

LinkedIn – Septimus will have a proper presence on Social Media via a LinkedIn company profile.

Direct marketing – Septimus will approach its market in a very creative yet professional manner through direct mailers, both electronically as well as via post.

Events – Septimus group will take an active part in design seminars and design awards in Australia.

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1.6 Business Structure and Management:

Septimus is owned by a group of 7 people that work together as a team.All the team members are post graduates of Monash Art & Design University.

The Creative director will be leading his team with 4 Graphic designers and1 Industrial designer. He will also be working alongside a Project Manager who will be looking after all the projects and clients.

The Creative director himself will handle all the administrating andbookkeeping work.

In the future if it is required for a project the company will also turn to outsourcing some work.

An accountant will be retained on a yearly basis to perform income tax preparation.

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1.7 SWOT analysis:

Strengths• Innovative thinking• Fearless• Cross cultural global design perspective• Multiservice in visual communication

Weaknesses• Limited experience because Septimus is a new business• Lack of capability• Language – English is a 2nd language to the people involved in the compan while its clients have English as a 1st language

Opportunities• Same language companies• New – People always sort for new/fresh people that will look at things differently• Cultural diversity

Threats• Falling out of partners/change in management• No clients• Visibility – clients don’t know who Septimus is

Strategies using strengths to address opportunities• Make multilingual projects a high priority to help in getting the company’s name out there.• Promoting Septimus as fresh innovative thinkers in the market.

Strategies to counter threats with strengths• Embrace methods to revitalize and maintain current clients and use the same methods to draw in new ones.• For visibility target diversified cultural business first to increase the company’s visibility.

Strategies to fix vulnerabilities• Taking part in non-profit projects i.e. for NGO’s to gain experience.• Utilize new technologies or social media to reach potential clients.

Strategies to reverse weaknesses to address opportunities• Outsource some projects where Septimus is not great. Also arrange seminars and work shops in house to up skill the staff. • Get experience by first working on projects Septimus is familiar with and gradually work on those at are unfamiliar.

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Design Project:2.1 The brief

• The client is World Vision Australia• The product is a new International language school called Literati• Septimus is to design a visual identity for this new school including: - Logo - Color scheme - Image palette - Typography - Website - Stationery - Signage–internal and external - Student workbooks and learning materials - Templates for program brochures and leaflets - Merchandise• Literati is located in Melbourne CBD.• Timing for the project is 12 weeks and the start date is 24 September 2012.• Budget is $35,000 – covers design and artwork.• Scope includes everything up to production of design.• The project is for design and is not to include advertising, marketing or public relations.• The client has asked for a proposal for the project before you start work.

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2.2 Project methodology

Stage 1: Clarify the brief 37 hours Research on education sector and other language schools 20 hoursDiscussion amongst the team 10 hoursWrite the return brief 5 hoursPresent to client 2 hours

Stage 2: Concept development 166 hours

Team brainstorm 7 hoursIndividual designer brainstorm 62 hours2nd team brainstorm 11 hoursIdea development 63 hoursDevelop design presentation 21 hoursPresent 3 design options to client 2 hours

Stage 3: Design development 190 hours

Select one concept and refine it 60 hoursDevelop logo, type, colors and images 8 hoursDevelop applications- Stationary 20 hours- Signage 20 hours- Website 40 hours- Learning materials (digital & print) 20 hoursDevelop design presentation 20 hoursPresent design to client 2 hours

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2.3 Project costing and resourcing

• According to the brief the client has asked for a proposal for the project• Timing for the project is 12 weeks• Budget is $35,000• This project will be resourced on senior designer, designer and project manager• Cost are based on the following hourly rates• Senior designer $125 per hour• Designer $75 per hour• Project manager $75 per hour

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2.3 Project costing and resourcing

Stage Steps Total Hours

Senior designer hour x Per hour rate $125

Designer/ Project manager Hour x Per hour rate $75

Total Cost

1 Research on education sector

and other language schools 20 20 x $125

Discussion amongst the team 10 10 x $125 Write the return brief 5 5 x $125 Present to client 2 2 x $125 Stage Total

37 $4625 $4625

2 Team brainstorm 7 1 x $125 6 x $75 Individual designer brainstorm 62 2 x $125 60 x $75 2nd team brainstorm 11 1 x $125 10 x $75 Idea development 63 3 x $125 60 x $75 Develop design presentation 21 1 x $125 20 x $75 Present 3 design options to

client 2 2 x $125

Stage Total

166 $ 1250 $ 11,700 $12,950

3 Select one concept and refine

it 60 1 x $125 59 x $75

Develop logo, type, colors and images

8 8 x $75

Develop applications Stationary Signage Learning materials Website

20 20 20 40

20 x $75 20 x $75 20 x $75 40 x $75

Develop design presentation 20 2 x $125 18 x $75 Present design to client 2 2 x $125 Stage Total

190 $625 $13,875 $14,500

Project Total

393 $32,075

!

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2.3 GANT chart

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Stage 01 Dates:

Brief 24th Sept-27th Sept

Presentation 28th Sept

Approval 1st Oct

Stage 02 Dates:

Concept 2nd Oct-11th Oct

Presentation 11th Oct

Approval 18th Oct

Stage 03 Dates:

Development 19th Oct-31 Oct

Refinement 7th Nov-13th Nov

Presentation 14th Nov

Approval 14th Nov

STA

GE

01

STA

GE

02

STA

GE

03

24 25 26 27 2824 Sept 1 Oct 8 Oct 15 Oct 22 Oct 29 Oct 5 Nov 12 Nov

1 2 3 4 5 8 9 10 11 12 15 16 17 18 19 22 23 24 25 26 29 30 31 1 2 5 6 7 8 9 12 13 14 15 16

Brief

Presentation

Approval

Concept

Presentatoin

Approval

Development

Presentation

Refinement

Presentation

Approval

business plan & design project - final major assignment - sohaib uddin khan

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