Enterprise & Innovation - Lecture 1

How to get yourself out there

www.designcouncil.org
www.artscouncil.org

87% of design creatives are in smaller agencies
2% of employees are in large agencies
The other 11% are in medium sized agencies

Marketing

A brief definition: "The management process responsible for identifying, anticipating and satisfying customer requirements profitably".

The 6 roles of marketing:

1) Identify cutomer needs to develop products
2) Develop pricing strategies
3) Promote products to a target market
4) Identify distrbution networks
5) Add value to your product through benefits
(give more than expected - Amazon is a good case study)
6) Monitor the performaces of the products.

Online marketing

Realtime information
Immediate feedback
....all at a click of a button

Amazon value proposition

"To offer quality products and service using the best technology available at a reasonable price..."
"...customer satisfaction and operational frugality..."

Amazon Books


(In reference to the 5th role of marketing - see above)

Jeff Besoz, the founder of Amazon, devised the company despite the majority of people providing reasons why an online service would never replace the high street book store. For each of these reasons, however, Besoz found a counter-argument, a solution that would not only solve the problem, but would make it better.

Some tips on creating a value proposition

• What is special about your service?
• Who do you collaborate with?
• What technology do you use?
• How do you work? 
• Who do you offer solutions to?

• Make it short
• Be specific
• Use your customers language
• It needs to pass the 'gut feelings' test

Networking events

• Gallery openings
• Exhibitons
• Craft fairs/art markets
• Trade shows

Seth Godin

Fake social networking doesnt translate into business




Negotiate, close the deal and remember:
Is it worth it?
Know how much your time is worth
Refuse an offer if necessary
Your 'real' consumers are businesses (B2B)

The 4 P's

Product
The service you offer
The work you product
Your creative input
Variety
Quality
Design
Features
Packaging

Price
Relative pricing
Daily rate
Royalty free
Discounts

The price may have a lot to do with the price of manufacture or the price to supply. On the other hand, the price may be based on the perceived value - an example of this would be a painting. Artist supplies occupy just a small percentage of the final price as the true value would be deemed by the customer and their emotional attachment to the piece.

Place
The best location to sell
The sales environment
The services you offer
Channels
Transport
Location
Inventory

The environment and atmosphere in which a product is sold will affect a customers decision dramatically. A point of a sale would need to be displayed in the most convenient place for the target audience in order to sell the most produce.

Promotion
Marketing methods
Branding
Value proposition
Advertising
Public relations

P.T Barnum


P.T Barnum was remembered for promoting celebrated hoaxes and for founding the circus that became the Ringling Bros. and Barnum & Bailey Circus. P.T. He was able to create unrivalled demand for his circus by promoting in really unusual ways.

"Without promotion, something terrible happens... nothing!"

1) Sell something unique and find a point of differentiation
2) Promote, promote, promote
3) Showcase yourself - what makes you different?

Enterprise - Module Briefing

Context  

The purpose of this brief is to enable you to develop an awareness of competition and what it takes to compete in your specialist sector.  It’s a competitive world and all of us go into business whether it is for ourselves or working for a company. The skills you should learn in this module will “arm you with the deadliest weapon of all – KNOWLEDGE” (Funky Business) and give you the edge that a talented graduate needs in today’s marketplace.

Brief  

STUDIO BRIEF 1 - (50%)  Week by week you will build a reflective blog that responds to issues presented to you in the 10 lectures and to questions that will be posed in (E-Studio) Moodle. The focus of your reflections should be your own future as a practitioner and how the lessons learned in the lectures might be applied to your practice. The questions posed in the 5 Study Tasks will help to guide your thoughts. By Christmas, you should have developed a vision of yourself as an independent practitioner who is ready to think about being paid for the work you can do on a free-lance or collaborative basis. Blogs will be assessed on a continuous basis. See Studio Brief 1 for further information.

STUDIO BRIEF 2 - (50%)  From the knowledge gained through the Enterprise Lectures, Online resources, Study Tasks and independent research, you will construct a business plan or a business proposal to present to your peers and tutors in an assessed, oral presentation. The presentation will be 8-10 mins long. You should use appropriate visual aids and documentation to support your presentation. See Studio Brief 2 for further information.   It is essential that you refer to a range of marketing models and recognise business ‘start-up’ principles in order to gain a pass. You must make reference to the course materials, books and web sites to demonstrate your understanding. Failure to do so will have a significant impact on the assessment of your work. Your presentation will be assessed by two members of your course team.

PPD - Study Task 1

Task

Using the online resources that you have been introduced to in the module briefing and based on questions raised in the studio workshop and experiences of the first 2 weeks of the course:

• Identify and explain 5 reasons why you chose to study on this programme. 
• Identify and explain 5 things that you want to learn during your time on the programme. 
• Identify and explain 5 skills that you think are your strengths. 
• Identify and explain 5 things that you want to improve. 
• Identify and explain 5 ways that you will evaluate your progress. 
• Identify 5 questions that you want to find the answer to.

Studio Deadline

01 / 11 / 2011 - 9.30am (PPD 2 GROUP TUTORIAL)

PPD - Module Briefing

Context  

It is important to see this brief as starting point for an ongoing and increasingly individual/independent enquiry that underpins your studio practice. Your approach to this brief in relation to the rest of your work. should be distinct enough to allow for a sufficient level of objective reflection but integrated enough to maintain relevance to your practical work.

Brief

You will be supported in the development and presentation of:-

• Personal Development Portfolio (PDP) in the form of a Blog. – through this you will need to demonstrate a reflective approach to your source material and experiences in order to develop your own opinions, ambitions and rationale towards the graphic design industry. You should be able to demonstrate an increasingly focussed and informed understanding of more specific areas of creative and professional interest. See additional Studio Brief. - 30%  

• Promotional Material – this should demonstrate your ability to select and organise examples of your practical work providing the basis for an ongoing and developing portfolio of work that can be used for gaining work placement. Your portfolio should be branded and be developed in both digital and print format. It should be suitable for professional presentation and distribution. See additional Studio Brief. – 20%  

• An oral presentation to be delivered to members of your workgroup - you should aim to summarise your second year experience with a view to more professional and independent approaches to study in your third year. Your presentation should draw together examples of contemporary design practice and relate them to the development of your own work and opportunities for professional research and/or work placement. See additional Studio Brief. - 50%  

Each of these elements should be seen as interrelated and reflect a growing independence and ability to make decisions from an increasingly informed position. You will be briefed separately on each element.

OUGD201 - Good is? - Presentation Feedback

For the 'What is Good' presentation, I focused on nostalgia - 'a sentimental longing for the past''. I began with the origin to introduce those who were not fully aware of the term as to what it meant, followed by some primary research to prove why I thought it was good. These slides consisted of personal nostalgic moments, why people thought the idea of nostalgia was good and some images to incite and engage people with childhood memories. I ended the presentation with secondary research collected from various news articles which stated that nostalgia was a 'good psychological medicine' and acted as a 'natural anti-depressant' - it 'simply makes you happy'.

I presented infront of 4 others (Alex, Frankie, Sadie and Sarah) and below is the feedback I received.

END OF 1ST YEAR