Business Plan & Design Project - Final Major Assignment - Sohaib Uddin Khan

Major Assignment Business Plan & Design Project PPR4002 Professional Practice and Business Planning for Design 12/10/12 Sohaib Uddin Khan Student ID: 23876026

Table of contents •

Logo

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Business plan

2

•

1.1 Business overview 1.2 Product & services 1.3 The market

2 3 4

1.4 Competition 1.5 Marketing strategy

5 6

1.6 Business structure & management

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1.7 SWOT analysis

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Design project 2.1 The brief 2.2 Project methodology 2.3 Project costing and resourcing 2.4 GANT chart

9 9 10 11 13

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

Logo

Color

Color background

Black background

Black & white

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. soldier 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.

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Business Plan 1.1 Business Overview: What:

Septimus is a new Creative services group specializing in Visual Communication, founded on November 2012. Who:

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

Septimus is based in Melbourne CBD, Australia Vision: Septimus vision promises to deliver the most cutting edge visual communication solutions with efficient customer service for

dynamically distinct companies. USP: Fearless

Mission: Septimus mission is to maintain a productive workplace of creative individuals with varying discipline and backgrounds working together to help 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 design Publishing Advertising

Multimedia Industrial design

Customer service is our number one priority priority.. The designs we offer will be original and contemporary. 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 Business-to-Business. for small and medium sized businesses, regardless of whether they are new or pre-existing. Our preferred clients will be from the sport, hospitality, 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 t o regional and global businesses.

Primary Primar y

Secondary

Tertiar ertiary y

Local

Region

Global

Australia

Asia

Worldwide

Price position: Considering that we are a new business, our services will be priced competitively 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 like Septimus 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 unpredictable economic environment, environment, it is increasingly difficult for new businesses to market their t heir 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 f or 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. active part in design seminars and Events – Septimus group will take an active 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 graduates of Monash Art & Design University. University. The Creative director will be leading his team with 4 Graphic designers and 1 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 and

bookkeeping 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

Weaknesses

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

• Limited experience because Septimus is a new business • Lack of capability • Language – English is a 2nd language to the people involved in the compan

communication

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

Strategies using strengths to

Strategies to reverse weaknesses

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

to address opportunities • Outsource some projects where Septimus is not great. Also

innovative thinkers in the market.

• Falling out of partners/change in management

• No clients • Visibility – clients don’t know who Septimus is

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 t hose at are unfamiliar unfamiliar..

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.

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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 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 hours Discussion amongst the team 10 hours

Write the return brief 5 hours Present to client 2 hours

Stage 2:

Concept development 166 hours

Team brainstorm 7 hours Individual designer brainstorm 62 hours 2nd team brainstorm 11 hours

Idea development 63 hours Develop design presentation 21 hours Present 3 design options to client 2 hours Stage 3:

Design development 190 hours

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

1

Research on education sector and other language schools Discussion amongst the team Write the return brief Present to client

20

20 x $125

10 5 2

10 x $125 5 x $125 2 x $125

37

$4625

7 62 11 63 21 2

1 x $125 2 x $125 1 x $125 3 x $125 1 x $125 2 x $125

6 x $75 60 x $75 10 x $75 60 x $75 20 x $75

166

$ 1250

$ 11,700

60

1 x $125

59 x $75

Stage Total 2

Team brainstorm Individual designer brainstorm 2nd team brainstorm Idea development Develop design presentation Present 3 design options to client

Stage Total 3

Select one concept and refine it Develop logo, type, colors and images Develop applications Stationary Signage Learning materials Website Develop design presentation Present design to client

Designer/ Total Project Cost manager Hour x Per hour rate $75

$4625

8

8 x $75

20 20 20 40 20 2

2 x $125 2 x $125

20 x $75 20 x $75 20 x $75 40 x $75 18 x $75

Stage Total

190

$625

Project Total

393

$13,875

$12,950

$14,500

$32,075

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2.3 GANT chart

Stage 03 Dates:

Stage 01 Dates:

Stage 02 Dates:

Brief 24th Sept-27th Sept

Concept 2nd Oct-11th Oct

Presentation 28th Sept

Presentation 11th Oct

Approval Appr oval 1st Oct

Approval Appro val 18t 18th h Oct Oc t

24 Sept

1 0 Brief E G Presentation A T Appr Approval oval S

1 Oct

8 O ct

15 Oct

Development 19th Oct-31 Oct Refinement 7th Nov-13th Nov Presentation 14th Nov

Approval Appr oval 14th Nov

22 Oct

2 9 Oc t

5 N ov

12 Nov

24 25 26 27 28 1 2 3 4 5 8 9 10 11 12 15 16 16 17 18 18 19 22 23 23 24 25 26 26 29 30 30 31 1 2 5 6 7 8 9 12 1 3 1 4 1 5 1 6

2 0 Concept E Presentatoin G A T Appr oval S

3 Development 0 Presentation E G Refinement A Presentation T S Appr Approval oval

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Business Plan & Design Project - Final Major Assignment - Sohaib Uddin Khan

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