Major Studio Project Folio
s5015596 Alyse Judd
Week 1
Project Schedule
Week 2
3 Product pitch +
Market research
Bralette & Sleepwear - Bralette & sleepwear clothing line - Hand designed and sewing - Original fabric designed patterns & illustrations for shorts - Matching bralettes - Possibly including robes
Cushions & Throws - Cushions & throws for couches and bedding - Hand designed and sewing - Original fabric designed patterns & illustrations - Pastel colour or Black & White themed - Crochet blanket/throw
Newborn Baby Clothing Line - Newborn Baby clothing line - Hand designed and sewing - Original fabric designed patterns & illustrations for shorts - Matching Beanies & Bibs
Market Research results What is your age?
What do you look for in a product?
Market Research results Do you have any suggestions on how I can improve these products? An option of looser fitting sleepwear or a larger focus on breathable fabric might be good for summer / humid environments. I know looser fitting sleepwear might not be as visually appealing (maybe you can solve that problem). But comfort is very important when it comes to sleepwear. On that note, a choker top doesn’t seem like it would be very comfortable when it comes to sleepwear. Nice underwear that can be washed in the machine (usually it needs to be hand washed) Add some patterned selections. Maybe adding or super imposing the illustrations on for a visual mockup because I cant really tell if I like it or not if there are not visuals of what it would look like.
What did you like most about the product? Unique and something i’ve not seen done in a course like this As a guy with a knack for women’s fashion, and who often shops around for “gifts with a difference” for his girlfriend, it would be great to come across sleepwear that looks as good as these more often. The sleepwear and bralettes are visually appealing (??) and look comfortable. I also love the colours. Looks beautiful and comfy. Different from others. I might be interested in purchasing. uniqueness
Week 3
WOW Naming exercise
™
8 10
Yes
Total Score
Yes
Yes Is it memorable?
How well does it relate to your positioning or who you are?
Yes
Yes Is it registerable and protectable?
A little
Yes
Yes Can it work internationally?
No nervous at all
Yes
Yes Does it sound credible?
How nervous does it make you?
Yes
No Does it relate to the primary benefit(s) of the company/service?
No
No
© Copyright 1999 – 2007 WOW Branding. All Rights Reserved.
Yes
Metaphorical, Attribute, Analogy, Symbolism
Are quick associations positive? Does it have story appeal?
Technical Names that blend a mix of modern words, technical language and specific function. (Panasonic/Xerox )
No
Invented
Descriptive/Association Deliberately clear descriptions or attribute. (Volkswagen/Caterpillar/Bed Bath & Beyond/ Holiday Inn/Kitchen Aid/Bell )
Conjoined Names that are a combination or connection of two or more ideas. (FedEx/Microsoft/Bisquick ) Acronym, Abbreviation Names that stated as a group of letters that are intended to become the common name. (BMW/IBM/BBC/UPS )
Yes
Origin, Founder, Location, Cultural Bias Names that pay tribute to a specific inspiration or contribution to the birth of the brand. (Eddie Bauer/Ford/Hilton/Rolls Royce/Chevrolet/ The North Face/IKEA)
Completely made up words. (Kodak/Viagra)
Use it in multiple sentences. Does it feel right?
Playful, Irreverent, Arbitrary, Oxymoron Names that challenge the ordinary. (Yahoo/Monster/Steel Magnolia’s/Guess?)
Yes
PepperMayo, Peppa Rose
Yes
Random
Is it easy to read/pronounce?
Metaphoric
Yes
PRB, PPB, PP
Yes
Acronym
Bootique
Does it sound/look good?
Conjoined
Yes
Technical
Yes
Boutique, Sleepwear, Pyjamas
Alyce the Label
Descriptive
Is your first impression of the name strong?
Fantabulous, Bag Eyes, Bloop
Peppa Rose Boutique
Invented
Name Selection
Myknos, Greece, Bahama, Tahiti, Honolulu
On a scale of 1 – 10, rank the names individually. This is not a comparison exercise. All names can be strong and weak in various categories.
Origin
Peppa, Star, Princess, Boo, Pretty, Pink, Rose, Pastel
™
Playful
through this sheet, you may find that some names are actually a combination of more than one. The goal of this exercise is to get as many ideas as possible and uncover which stream the greatest. For this reason we ask that you
Naming Criteria Evaluation Sheet
The name will be one of the most identifiable elements for the entire life of the brand. Creating the right name is a mix of creativity, meaning, impact, use and of course, availability. WOW’s naming process starts by exploring possibilities in each of the following categories. As you work
© Copyright 1999 – 2007 WOW Branding. All Rights Reserved.
10-WORD CREATIVE BRIEF
Naming Worksheet
Week 4
Business model Canvas
The Business Model Canvas
Designed for:
Peppa Rose Boutique
Designed by:
Alyse Judd
Key Partners
Key Activities
Value Propositions
Customer Relationships
Who are our Key Partners? Who are our key suppliers? Which Key Resources are we acquiring from partners? Which Key Activities do partners perform?
What Key Activities do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue streams?
What value do we deliver to the customer? Which one of our customer’s problems are we helping to solve? What bundles of products and services are we offering to each Customer Segment? Which customer needs are we satisfying?
motivations for partnerships: Optimization and economy Reduction of risk and uncertainty Acquisition of particular resources and activities
categories Production Problem Solving Platform/Network
characteristics Newness Performance Customization “Getting the Job Done” Design Brand/Status Price Cost Reduction Risk Reduction Accessibility Convenience/Usability
What type of relationship does each of our Customer Segments expect us to establish and maintain with them? Which ones have we established? How are they integrated with the rest of our business model? How costly are they?
Spoon Flower (Fabric Supply) Spotlight (Sewing Equipment) Aus Post Squarespace
Website - Consistently making sure its working for customers Making sure we are interacting with customers with our social media and any questions they may have towards their orders Marketing - through social media and Google ads Quality Assurance - Sewing and producing the products to top standards at all times Making sure we are always having enough fabric and sewings supplies
Customer Segments
We aim to reach a market of the typical Australian Young Adult/Women We want to make sleepwear cute and comfortable.
We aim to create an Online community that loves fashion and comfortable sleepwear.
Channels
What Key Resources do our Value Propositions require? Our Distribution Channels? Customer Relationships? Revenue Streams?
Through which Channels do our Customer Segments want to be reached? How are we reaching them now? How are our Channels integrated? Which ones work best? Which ones are most cost-efficient? How are we integrating them with customer routines?
types of resources Physical Intellectual (brand patents, copyrights, data) Human Financial
channel phases: 1. Awareness
Physical: Warehouse - to store items ready to be sold, to produce the product in vehicles and machines to help move stock and refresh.
How do we raise awareness about our company’s products and services?
2. Evaluation How do we help customers evaluate our organization’s Value Proposition?
3. Purchase How do we allow customers to purchase specific products and services?
Intellectual: Copyright, Patents and Data
4. Delivery How do we deliver a Value Proposition to customers?
5. After sales
Human Resources: To help manage the staff and make sure the working environment is happy and healthy for everyone.
How do we provide post-purchase customer support?
Instagram, Facebook, Twitter, Google Ads, Printrest, Youtube & Squarespace for customers purchasing.
Financial: Human Resources and Payroll staff will look after all the finances of the company
Cost Structure
Revenue Streams
What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive?
For what value are our customers really willing to pay? For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues?
is your business more: Cost Driven (leanest cost structure, low price value proposition, maximum automation, extensive outsourcing) Value Driven ( focused on value creation, premium value proposition) sample characteristics: Fixed Costs (salaries, rents, utilities) Variable costs Economies of scale Economies of scope
Most cost driven parts of the business is mass stock turnover, getting constant supplies of new fabric designs, payroll for staff, warehouse, etc. Most Value Driven: Social media marketing, producing consistent new designs.
types: Asset sale Usage fee Subscription Fees Lending/Renting/Leasing Licensing Brokerage fees Advertising
fixed pricing List Price Product feature dependent Customer segment dependent Volume dependent
dynamic pricing Negotiation( bargaining) Yield Management Real-time-Market
The Value of Peppa Rose Boutiques Pyjamas is the originallity of always new fresh designs. Customers currently pay $20-$30 for pyjama shorts. We have the option of paypal, visa, afterpay.
Fixed Costs: Salaries, Rents etc.
www.businessmodelgeneration.com
No.
Niche Market
There will constantly be interaction with customers online, 24/7 website support, a call service and a FAQ page on the website.
Key Resources
Iteration:
Month
For whom are we creating value? Who are our most important customers?
The type of relationship Peppa Rose Boutique is establishing with their customers is a personal Online experience.
We provide constant new designs on pj shorts, a valued authentic boutique brand, affordable price for the quality, and easily accessible for customers.
Day
Mass Market Niche Market Segmented Diversified Multi-sided Platform
examples Personal assistance Dedicated Personal Assistance Self-Service Automated Services Communities Co-creation
What value do we deliver to the customer? Trendy yet cute womens pajamas. Only with highest quality of materials and homemade.
On:
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Year
Week 5
Styling Mood Board
week 6
Business Plan
PEPPA ROSE BOUTIQUE
Business Plan Prepared: 05/04/17
Alyse Judd Creative Director & CEO Peppa Rose Boutique 6 Peppa Rose Way, Burleigh, QLD ABN: 123456 ACN: 78910
The Business Registration Details Business name: Peppa Rose Boutique Trading name(s): Peppa Rose Boutique Date registered: 05/04/17 Location(s) registered: Queensland, New South Wales, Victoria, Western Australia, Southern Australia, Northern Territory & Tasmania Business structure: Sleepwear Company ABN: 123456 ACN: 78910 GST: Peppa Rose Boutique is registered for Goods and Services Tax on the 05/04/17 Domain names: alyse-judd-65rs.squarespace.com Licences & permits: Australian Business Number (ABN) Tax File Number (TFN) Goods and Services Tax (GST) Fringe Benefits Tax (FBT) PAYG withholder Payroll Tax Approval to erect advertising signage/Portable advertising devices Trade Waste Approval Workplace Personal Injury Insurance Policy Home based business/occupations Import Controls Registration as an Australian Company Registration of a Trade Mark
Business Details Products/services: Peppa Rose Boutique, founded in 2017 is a business selling Women’s pyjama shorts, shirts and bralettes. Our goal is to create trendy, cute and comfortable sleepwear for women. The anticipated demand for Peppa Rose Sleepwear is how sleepwear can be trendy, comfortable and an emotional connection to our customers. We spend a lot of time in our pyjamas. Sleepwear is worn for relaxation and we our customers to feel that in our sleepwear.
Product/Services Market position Our sleepwear products will fit into the market of young adults and women. Our market position is competitive with our main competitors Cotton On and Peter Alexander. Unique selling position Peppa Rose Boutique sleepwear will succeed in the market as we have priced them affordable and high quality supplies. Peppa Rose Boutique products give that edge by creating trendy yet affordable and comfortable sleepwear fashion. Anticipated demand The anticipated quantity of sleepwear customers will likely purchase will vary. Although on average customers will buy 2-4 pairs of pyjamas per year. Pricing strategy: Peppa Rose Boutique’s pricing strategy is pricing similar or same price as our main competitors yet supplying high quality. Value to customer Customers will view Peppa Rose Boutique as a necessity and a luxury item. Pyjamas are necessity by every one. Peppa Rose aims for high quality which can be considered a luxury for some customers. Growth potential There is an anticipated growth of the product in designs and variations. There should be growth in sales through social media marketing and sponsoring influences with our products.
Innovation Research & development (R&D)/innovation activities The research and development that we will implement to encourage innovation in the business is by surveys and reviewing over our sales and learning what sells the most. At the moment Peppa Rose Boutique is financially funded by the creative director and CEO. Intellectual property strategy All designs and products by Peppa Rose will be trademarked and copyright. Anyone employed by Peppa Rose will have to sign confidentiality agreement of nothing gets taken or used outside of the company.
Sustainability Plan Environmental/resource impacts Some of the impacts Peppa Rose Boutique could have on the environment is mainly wastage. Wastage of fabric left over printing errors and having to waste that fabric. Some of the fabrics could be non-biodegradable. Community impact & engagement The environmental impact of fabric wastage and being non-biodegradable can be a real issue for our local community when that waste could go towards other uses. One way we can use the fabric wastage in a new way is by shredding it up and selling it it to companies making industrial items such as bedding, furniture and flooring.
Risks/constraints A risk to the company with this environmental impact is that its costing us more money to shred wasted fabric. Strategies One way we can use the fabric wastage in a new way is by shredding it up and selling it it to companies making industrial items such as bedding, furniture and flooring. Action plan
The Market Your Customers Customer demographics Peppa Rose Boutique’s target customers are females who like to indulge in trendy and comfortable pyjamas that have been handmade and eco friendly. These females would either buy for themselves or for a gift for another. The ages would be 16 and above. The average social status would be middle class as they are a little pricey for pyjamas. Upper class will be more susceptible to buy as well as Peppa Rose has very authentic sleep wear. Key customers The key customers to Peppa Rose Boutique would be females between 17 and 30. The age group would be the key target as they are at an age where fashion and clothing has become important to women. This product appeals to them because it is in a price range the demographic can afford with a big price rang and multiple choices of sleepwear and bralettes. Peppa Rose will target them buy selling the products through social media marketing and sponsoring influences in the same target to promote the sleep wear. Customer management Peppa Rose will remain a good relationship with our customers by insuring that all products meet the appropriate standard of quality. Each product will be made with love and care that will insure that every product will be handled with care and if the product arrives with any issues we will do our best to replace the product.
S.W.O.T. Analysis
The Future Vision Statement The Vision for Peppa Rose Boutique is to remain ethical in our practices, raise our sales and expand towards more bralettes and kids pyjamas. Mission Statement Peppa Rose Boutique will our visions by upholding our ethics through out the company, expanding our range and marketing the company to social media. Goals/Objectives The short term goals for Peppa Rose Boutique are: - Sell out in our first range - Gain a big following on social media - Remain ethical - Consistently putout more designs and specific collections The long term goals for Peppa Rose Boutique are: - Grow a legacy for the brand - Have a massive following on social media - Have the ability sponsor influencers - Start up a physical store
Week 7
Venture Summary
Venture Name: Peppa Rose Boutique Public Disclosure Summary The products are luxury sleepwear items. Although not to expensive the product is comfortable, trendy and different compared to other competitors selling sleepwear. Peppa Rose Boutique will be selling unique handmade pyjama sets and bralettes. There are 6 pyjama sets all originally designed patterns and sewed by hand. Our Bralette will be for sale by supporting the One Girl charity. All proceeds from the sales of the Bralette will go towards the One Girl Foundation. Our vision is to ensure that every customer can receive pajamas that are handmade and have a unique quality. While our short term goal is to get recoginsied in the local community and our long term goal is to be recognized internationally. To achieve our short term goal would be to have pop up shops at markets around the Gold Coast. Long term goal would to be through social media followings and marketing.
Venture Overview The products at Peppa Rose Boutique are considered luxury sleepwear. Although the product is a little pricey the sleepwear is one of a kind compared to competitors. Unlike our competitors, Peppa Rose prides ourselves on everything being handmade. Peppa Rose sleepwear is made from eco friendly material. Peppa Rose currently features 6 pyjama shorts and top sets and 1 Bralette for the One Girl Foundation. Each Bralette sold 100% of the profit will go towards helping the One Girl Foundation. All our sleepwear is limited edition and only last for limited time. That’s what makes our sleepwear extra appealing as its almost like a collectable. The only issues with Peppa Rose Boutique would be producing enough products for the customer’s demands. Producing would not be as fast as bigger companies as everything is home made.
Target Audience/Market Peppa Rose Boutique’s target customers are females who like to indulge in trendy and com-fortable pyjamas that have been handmade and eco friendly. These females would either buy for themselves or a gift for someone. The ages would be 17 and above. The average social status would be middle class as they are a little pricey for pyjamas. Education wouldn’t be a factor when when buying these products but the attitudes would be more feminine and a like towards fashionable items. The market is quite large as it aims for women all over the world.
Week 8
Integrated Media
Marketing Strategy
Peppa Rose Boutique will be collaborating with ‘One Girl’. This organisation is working to raise global attention towards 60 million girls are uneducated world wide just for being a girl and raising money to support these women in getting educated. They aim to raise enough money to educate 1 million girls per year. Working together with One Girl will help us achieve our objectives rather than working alone. Peppa Rose Boutique will be selling a limited edition bralette that 100% of the profits will go into helping the organisation One Girl.
Instagram promotional posts towards the cause.
Home website Banner Promotion.
Thank you cards for customers that purchase the limited edition One Girl Bralette.
The Limited Edition One Girl Bralette. 100% of profit will go towards the One Girl Foundation.
Shop interior promotion.
Peppa Rose Boutique X One Girl Promotional Poster. These will be placed at bustops, universities, high schools, instagrm, all around streets and at special events sponsored by Peppa Rose Boutique.
Week 9
Press Release
FOR IMMEDIATE RELEASE: 22/05/17 Alyse Judd Peppa Rose Boutique 123-456-7890 contact@pepparoseboutique.com
STANDING UP FOR WOMEN ACROSS THE GLOBE
Peppa Rose Boutique and the One Girl Foundation join forces in fighting for the education of women across the globe.
Southport, Queensland: Peppa Rose Boutique and the One Girl Foundation are joining forces to bring awareness and help raise funds to help girls across the globe recieve an education. Peppa Rose Boutique and One Girl Foundation believe all women deserve the chance at an education. During the month of July Peppa Rose Boutique will focus more on the collaboration and will promote products and hold events to raise awareness and more for the great cause of helping women. “Over 60 million girls around the world are denied an education�. There are many things that will prevent a girl being educated. But when it comes down it, the truth is, millions of girls are prevented from going to school, simply because they were born a girl. Peppa Rose Boutique will be selling homemade bralettes all year around to help women around the world by giving all the profits towards the One Girl Foundation. We will be more effective in achieving our objectives by working together rather than alone. Peppa Rose Boutquie will be selling limited edition bralettes that 100% of profits will go towards helping the cause. About Peppa Rose Boutique: Peppa Rose Boutique is a business that designs and sells handmade pyjama sets and bralettes. Peppa Rose Boutique is all about making out customers feel luxurious and trendy in our homemade eco friendly sleepwear. Our promise at Peppa Rose Boutique is to always be ethical and every product high quality.
Week 10
Testing
What changes would most improve our idea? What did you like most about our idea? - Its a cute idea with the bralettes, will get a lot of attention - Simple and elegant - Its a really good cause and goes will with all your designs
If our campaign idea were active today, how likely would you recommend it to others? Extemely likely: 0% Very Likely: 60% Moderately likely: 30% Slightly Likely: 10% Not at all: 0%
- Maybe have an event for the cause - DIY event learning to make bralettes - Iron on patches on bralette decorating
How important is our chosen issue to you? Extemely likely: 0% Very Likely: 50% Moderately likely: 30% Slightly Likely: 20% Not at all: 0%
Would you personally support our campaign if it was real? Extemely likely: 0% Very Likely: 50% Moderately likely: 50% Slightly Likely: 0% Not at all: 0%