R E P O R T Antonia Antonio FPR14304
1
j
Jam is a platform supporting young creatives. Connect, collaborate & become a part of our community. 3
contents 6
8
10
Executive Summary
Idea & 7P's
Ansoff Matrix
12
14
16
Place
Place
Product/ Service
24
28
34
People / Company Structure
Consumer
Tribes
36
46
52
Physical Evidence
Price
Promotion
60
62
64
Process
Customer Journey
Gantt Chart
64
68
Conclusions
70
Business Plan
Mission & Service
72
74
78
USP & ESP
Market Analysis
Management Team
80
82
84
Marketing Plan & SWOT
Cash Flow / Revenue Projections
Summary
86 Appendices
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executive summary
“
Jam collective is a platform motivated to make a difference when considering the lack of support given to young creatives who are searching for work in the industry. It can be both intimidating and demotivating when looking for jobs that don't allow you to use your skillset and aren't able to pay your for your time. At Jam, we are appealing to a demographic who want the industry to be more inclusive and will work with our consumer directly, in order to showcase them and their work in the best way possible. We aim to build a network of young creatives and encourage collaboration. We will do this through our promotional website which works in forming a collective where our demographic can collaborate with others and potentially find future work. We are also creating a coworking environment to encourage others to meet and
“
become inspired, reinforcing the power of community strength.
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INTRODUCTION > THE IDEA The idea for Jam Collective was inspired by the lack of support given to young creatives studying and trying to find work in this sector. With Jam, the aim is to provide our consumer with all of the tools and tips, so that they can create work they are proud of and have the confidence to approach industry. With our website, we provide creatives with a personal platform to showcase themselves and their work in the best way possible. We want to encourage collaboration; both with other creatives and with industry. Our easy to use website lets you contact the creative of your choice to work with or get advice from. Our workspace offers a physical base for people to explore their creativity, connect
with
other
like-minded
individuals and increase their productivity.
CORE P'S > PEOPLE Arguably the most important part of Jam. Our consumer is what stemmed the idea for the collective in the first place. We aim to support other creatives by offering a platform for them to let their voices be heard.
PRICE After
comparative
research,
we
wanted the main selling point of Jam to be the price. The problem with our competitors is that their costs are too high, especially for students who have limited disposable income. We wanted our co-working space to be promoted at ÂŁ10 per month for students and ÂŁ20 for freelancers and industry. Our website will be ÂŁ7 per month and act on a rotational, annual basis. By offering student packages and trying to keep prices low, we are hoping to appeal to our demographic and show them that they are at the heart of our collective.
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ansoff matrix
existing existing
product
new
market
new
market penetration
market development
Open studios in new locations Organise events & workshops
Industry collaboration workshops and events run by people in the creative industry
More advertising to generate brand awareness
Set up design specific studios
product development
related diversification
Target younger audience before leaving schoolunderstanding of the creative industry
Visit schools give lessons about the industry and job opportunities
Open studios globally
unrelated diversification Create promo merchandise
Jam will open studios and workspaces in new locations across the UK and hopefully internationally after exponential growth. For educational purposes we will visit other schools and inform young creatives about the opportunities they can have when leaving.
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place
STAGE 1 of Jam Collective will be a
online
website supporting and showcasing young creatives and their work. The focus for this service is online, as our target demographic find this content easier to digest. This will act as the hub to promote our community of creatives and provide them with tips for applying to industry jobs.
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STAGE 2 will look at creating a physical co-working
environment
featuring
desks, studios and meeting rooms. The importance of a physical workspace is crucial to the Jam demographic who are
offline
in need a base to use for productivity and as a social outlet to meet and collaborate with new faces.
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social
Jam will be active on social platforms such as Instagram, Facebook and Pinterest. It is important to use predominantly visual platforms as this is the way in which creative consumers communicate to each other.
app Although the main selling point for Jam will be the website, within the first year we will also have a fully functioning app, of which there is a prototype mock-up within the physical evidence section of this report.
the plan
year 1 The intention for Jam is to create both a website and a workspace however after evaluating start up costs, it made more sense to focus solely on the website for the first year. This way we can build up traction and gain more recognition before launching our workspace.
year 2 Depending on how well the company is doing, we will aim for launching the workspace in September 2020. Hopefully we would have a sufficient amount of subscribers and have grown both online and on other social platforms.
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product
jam is a
service based business. We will operate 2 main services in the form of our
website & work space. 17
The collaborative platform. An online site used to promote creative students, graduates and freelancers. Connect with industry, collaborate with others and develop your confidence with our career tips.
The collaborative workspace. A co-working environment to encourage productivity and provide creatives with a physical space to work on individual or collaborative projects.
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website STANDARDISED SERVICE >
Our standardised service for our website will focus on the same basic membership plan but with the difference of it being tailored to suit the abilities and skills of the individual. We will cater to a range of creatives such as student photographers and freelance graphic designers but will ensure their profiles are customised to reflect both their work and personalities.
BESPOKE SERVICE >
We will also offer bespoke bundle services to larger companies and industry professionals. For example, Babyface is a creative agency working across all aspects such as events, editorial and journalism. They may want more exposure as they too are a small, start-up business and so Jam will create a subscription where which they can pay a set fee in order to have their brand featured and promoted on our site for 2 months at a time. They can use this time to find potential employees whilst gaining their own brand recognition.
workspace STANDARDISED SERVICE >
The services offered with our workspace will be categorised into different membership plans depending on profession and income. We will start at a low price for students and increase the cost for industry professionals to rent. Although the space is communal, it will be built with the intention of suiting different purposes. For example, industry will use the meeting rooms whilst students may be more inclined to rent our studios for university projects.
BESPOKE SERVICE >
Linking in with our standardised workspace service, the bespoke will feature additional benefits and bundle packs targeted at a different demographic. Our bespoke services will include advertising our studios as exhibition spaces to rent and introducing a support service who will be available to help online with any queries
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“Create a community. Consumers will return to content that makes them feel like they are a part of something.� Consumer 20/20 LSN Global
Evidence LSN reflects on community driven content and states that over the next few years there will be a departure from individual empowerment to collective strength. The idea behind this is to share and learn
“New community and co-working spaces are emerging that provide a nuanced approach to self-care.�
from each other and develop communal skills.
Generation Z are realising the benefits of the digital influx but also stressing the importance of having a physical space to refresh their way of thinking and working.
Self Care Spaces, LSN Global
Researching trends on LSN Global has provided supporting evidence to show that there is a viable gap in the market for a service such as Jam. Focusing on the generation z demographic, the trends predict that these consumers want the industry to be more inclusive in terms of how they communicate to them and what they can do to offer their support.
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people
jam will employ staff on both a
freelance & permanent basis in order to keep costs down & maximise output. 25
Company Structure
Director
Web/ Graphics
Marketing/ Social
Intern
Director Responsible for brainstorming new ideas and overseeing every other role to ensure work is completed and deadlines are set in place and met. As a start up, costs need to be kept to a minimum so the director will be in charge of site applications that are submitted and updating website content for the first few months until we start to make money.
Web + Graphics Responsible for the logistics of the site as well as updating all content and overall user experience is easy and clear. Works as a graphic designer too and ensures consistency in branding across all platforms. Including logo, site graphics, merchandise design and promotional touch-points. All identity design activity is their responsibility.
Marketing + Social In charge of promoting the brand across all chosen platforms and ultimately responsible for generating initial awareness- Communicating brand values and keeping the consumers interested. Both of these roles require consistency and preplanning.
Interns Available to work 3 days a week, studying a creative course and are looking for further experience in the industry alongside their studies. They will be paid but not as much as the other staff.
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consumer
b2b we will be communicating to other platforms and small businesses in order to gain initial promotion and generate awareness. Magazines such as Bricks and Riposte are ideal to contact as they too focus on supporting other creatives.
b2c Acting as an online business to consumer sale. This focuses on direct selling targeted through our website. We will also direct consumers through community based selling, on platforms such as Instagram and Facebook groups.
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GEN Z PRIMARY CONSUMER > Our consumer is split into primary and secondary. Our primary focuses on students, graduates and freelancers who we aim to support whilst they are studying and before they enter into industry.
Students 17 - 21 This demographic ranges from 17-21. They will be leaving school and looking to start university or internships. This age group have limited disposable income so are looking to get the best value for things. Jam will offer a special student package deal for those between these ages in order to encourage them to visit our brand and develop their creative and professional skills.
Spends a lot of their free time on social media Interacts more with brands and companies that are personable and don’t charge too much
Graduates 21 + Likes to be multi-skilled in areas such as graphics, photography
Looking at those just finishing university, this group targets consumers that are unsure how to approach industry and securing a job. We want to encourage
Shops at &otherstories, Monki and Weekday
this demographic to use jam in preparation for work. We will offer our online services so they can showcase their individual portfolios, as well as using
Goes to gigs and festivals
our workspace to meet other emerging creatives.
Living in cities such as London or Bristol. Looking for support in jobhunting as well as ensuring they are able to find paid work.
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Freelancers 21 + This group could be younger than 21 but the focus is on appealing to those who are working for themselves and taking on projects from various brands. The idea is to show them that Jam is a great platform where they can seek advice and tips on how to start freelancing, how much they should charge and how they can contact other brands to work with. They will be able to use our workspace rather than pay to rent an office elsewhere and they will also be able to use our meeting rooms for no extra fee with our membership.
GEN Y SECONDARY CONSUMER > The secondary consumer looks at industry professionals; these people will be further on in their career and looking to use our site to find potential employees and our co-working space for their own productivity and projects.
Industry 30 +
Works in a creative field
For our secondary consumer we will be targeting
Looking to find recent graduates to employ at their start up company
those at the opposite end, such as creatives already working in industry for a few years. This group will be able to use our website to look for potential employees and sift through who is suitable for their specific job descriptions. If we are able to target industry effectively and build stronger connections, it will solidify Jam as a strong platform where young creatives can come to and successfully find jobs.
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tribes
New Value Seekers
This group are known to be active participants in the sharing economy. They are considerate shoppers, only buying what they need. They like to support brands directly and often prefer shopping online for convenience. The driving force behind this shift is the idea of living in a collaborative economy where you interact with peers. They are an ideal target for Jam, as we are a small business targeting those who want to be a part of a community.
Slash/Slash Generation
Slash / slashers rely on the support of other like-minded creatives if starting their own brands / products. This support is generated and promoted on social media for many, as well as through word of mouth. The appeal for this tribe is to make anyone feel like they are part of their new community through inclusive culture. They don’t conform to stereotypical jobs that give them one responsibility but focus on their skills and adapting them to suit a wide range of jobs. This tribe are going to be the focus of who we aim to appeal to at Jam. Their collaborative spirit means they will always find new people to work with whilst encouraging more creatives like them to join Jam.
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physical evidence
BRAND LOGO >
After deciding on the Jam name, I wanted the branding to reflect a fun, and retro aesthetic. Looking at trends on LSN informed me that the Jam demographic are inspired by nostalgic fonts, striking colours and playful layouts. The final logo combines the retro influence of bubble fonts from the 70’s and title sequences from old films but executed in an updated way to appeal to the modern day consumer.
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LOGO INSPIRATION >
COLOUR PALETTE >
Above are images of reference and inspiration when choosing the branding for the logo. Large bold fonts and bubble and outlined letters are the key here in order to create a strong identity. The chosen colours were finalised as they all compliment each other well. All three of the colours, the peach, soft pink and burnt red, all work together to emphasise the inspiration behind Jam and reflect it to the desired consumers.
BRAND FONT & ICONS >
For the font choices, It was crucial that the main header font was distinctive and recognisable whilst still in keeping with the retro inspiration. Once the initial main logo was decided, I then created icons that could be used across social platforms, as well as on promotional merchandise such as stickers, notebooks and tote bags. In keeping with the playful and nostalgic nature of the Jam branding, I created a jam jar icon which could be used to identify us against our competitors.
louis george cafĂŠ regular + bold
j
j
j
j
j
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SOCIAL >
The Instagram will be a combination of posts, featuring inspirational images as well as work done by the creatives on our site. We will ensure to use our brand colours consistently across our feed. The marketing/social team will adhere to our guidelines of posting quotes and information about our collective in uniform colours & style.
WEBSITE >
This is an inital mock up of what the website landing page will look like. Placing strong emphasis on the bold, bright and powerful front page in order to direct people to enter the site and hopefully get them to join the Jam Community!
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WEBSITE >
This is an initial mock up of what the website creative profile page will look like. This is where we will showcase our creatives, so we are keeping it big and bold as well as ensuring all of their contact information is there. There will be a scroll down section where viewers can look through the creatives work and have the option to download their CV.
APP PROTOTYPE >
This is a prototype for the Jam Collective app. The layout will be simple and easy to use with the fonts and headings being bold, clear and enticing for consumers. It is important to make the app convenient for those who are looking for a creative on the go, so the one click and direct option will be ideal.
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WORKSPACE
PLANS>
I worked in collaboration with an architecture graduate on creating the designs and renders for the Jam workspace. These show the ideas for the space, focusing on creating a communal set-up with lots of desks and casual seating areas to give our consumers the option of working in an environment tailored to their preferences.
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price
pricing strategy Jam collective will be positioned at the mid point range in terms of their services offered. Our demographic is very important to us and since they have limited disposable income, we are keeping our prices as low as possible. Our other co-working space competitors start their prices at £200 for a desk, where as we will be looking at £50.
ENTRY LEVEL PRICE >
£7 EXIT LEVEL PRICE >
£ 50 47
PRICE BREAKDOWN >
WEBSITE PRICES >
PCM
STUDENT
FREELANCER
BUSINESS
MEMBERSHIP
MEMBERSHIP
MEMBERSHIP
£7
£ 15
£ 40
As a start-up, it is important to take into consideration what demographic groups we are targeting and how much they will have to spend. Our primary focus is on offering students and graduates support, so will begin our price for the website at £7 per month. Our business membership will offer small start-ups/agencies the chance to pay £40 for our 2 month advertising service where they are able to post job listings and search through our creative talents to find any potential employees. There will be a maximum of 3 businesses on our site at one period of time.
WORKSPACE PRICES >
PCM
STUDENT
FREELANCER
BUSINESS
MEMBERSHIP
MEMBERSHIP
MEMBERSHIP
£ 10
£ 20
£ 50
Other co-working spaces look at charging around £200 pcm for a 'hot desk.' This price scale works for a more corporate type of business but we want to focus more on providing a supportive community for creatives, so will look at starting off between budget and mid. We will offer a yearly deal for students which will be advertised at half price, £60 for a limited time only once we launch. After the first month the deal will drop to £80 for a year.
STUDIO PRICES >
DAY RATES
2 HOUR SLOTS
(9-1 pm & 2-5 pm)
(Available 3 days
£ 40
£ 15
per month)
In order to sustain ourselves, we will need another source of income. Our focus will be on promoting studio spaces for non-members who will be able to book slots online. The aim is to hopefully appeal to more students with this option as they will be looking to use the studios for university photo-shoots. The space will also be available for outsider rent to hold exhibitions, workshops and other projects.
MEETING ROOMS >
DAY RATES
HALF DAY
(9-5 pm)
(9-1 pm & 2-5 pm)
£ 50
£ 30
Our meeting rooms will be available to hire out for either full days or half day slots. We will be mainly targeting outsider businesses that are looking for a space to hire to have general work meetings or pitches. People will also have the opportunity to book out the rooms when they are hosting industry professionals and are looking for a private meeting space.
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competitor price comparison OLDER
DEMOGRAPHIC
ONE
MULTIPLE
SERVICE
SERVICES
SERVICE
YOUNGER
Looking at other co-working spaces and creative platforms as my competitors because Jam consists of both a website and a workspace. The chart above looks at the key competitors in this field and measures what audiences they target and how many services they offer. Taking the wing for example, a co-working space for women in New York. They offer a wide range of services but are at the top of the scale due to their high price points at $215 a month. Jam will be offering similar services but at a significantly cheaper price.
WRT INTERNS
FYI
Bright, colourful and very youthful. They use a lot of bold fonts mixed with simple styles
Fun and playful. Using bright pink as their main colour- similar to WRT.
Aesthetically pleasing, clean and modern with a soft nude as their main colour.
Easy to understand what they offer but a bit simple in terms of creativity.
Good layout- very easy to learn about the company and the text and images are designed well.
Good that they have built relationships with other brands to advertise job applications but could benefit from more.
Empowering. Their site is indicative of their ethos and shows their spaces as well as any upcoming events that they have.
Reflective of their branding and consistent in terms of posting inspirational quotes and showcasing their services.
Focuses a lot on showcasing their different working spaces. Heavy emphasis on women’s rights quotes too.
Currently under construction!
Social Media
Very inclusive. Their posts, content and workshops are all focused on supporting creatives.
Very colourful. Diverse range of content- quotes, inspirational imagery, event posters.
Services
Experience
Website
Branding
COMPARATIVE CHART >
Workshops & events. Introduced creative consultations for anyone needing support or advice to get into industry.
Offering a platform to advertise internships and bespoke service of CV re-designing.
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THE WING
Collective and co-working space creating new opportunities & supporting women working in the industry.
promotion
“It starts with Jam.” 360 º campaign Jam Collective will be launched in September 2019. The idea behind the launch is to have a one day only event which focuses on the creative industry and how to make it more of a community. There will be workshops and talks throughout the day, culminating with the launch of our website in the evening. Jam wants to show young creatives that they can thrive and learn more if they support and encourage each other in all that they do. Becoming a part of something that feels inclusive and as though you are in a safe community, will help to combat the animosity so often attached to the industry. This event will act as the main launch for the Jam website. Focusing on meeting our consumers face to face and discussing what we have to offer at Jam, will break down the intimidating barriers that can be created. Tickets will be released on eventbrite a month before and they will be sold at £3. We want to encourage as many people to come as possible so will be inviting press and industry to come along and get to know our creatives. Our story speaks for itself. ‘It starts with Jam,’ will act as the catalyst for any future plans after the launch. With the focus relying heavily on our consumer, we aim to ignite these creatives and encourage them to support and collaborate with each other, whilst providing them with the platform and resources to do so.
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The Information
pop up launch tickets released on
eventbrite at ÂŁ3 offering a discounted website membership
ÂŁ40 for students for 1st year
workshops
talks
+ with Babyface & Bricks Magazine
industry
insiders
q + a invite press in the evening
Campaign Poster career advice / co-working / industry tips /
IT STARTS WITH JAM connect & collaborate Fo
cu
si
ng
un iti n
on
ot h g
to ge th
er
er
cr ea tiv
es
10th September 2019 London, UK
workshops
talks & q+a
pop-up
> how to shoot 35mm
> how to apply for jobs in the creative industry
> jam collective promotional merchandise
> marketing yourself > creating a portfolio
> palm vaults vegan cafĂŠ
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Draw awareness to the event through posters / flyers and notifications on website
engage
social
Post consistently on Instagram & Facebook in the run up to the event launch - take consumers on the preparation for it using Instagram stories
Advertising Jam will contact smaller and independent magazines/zines such as Sukeban, Grrl Zine and Bricks, to feature promotional write-ups and interviews about our collective. Targeting these magazines is crucial in order to appeal specifically to our demographic of generation z who are interested in supporting more independent publications rather than commercial ones. Also looking at other online sources of advertising such as Fashion Workie, Fashion Monitor and LinkedIn, as these are sites that my demographic use to look for work and contact industry. Social Media ads on Instagram and Facebook will be a great way to connect with my demographic who engage more through online platforms. Advertising specifically for my campaign will include reaching out to other collectives such as WRT Interns and FYI for general awareness and promotion for the launch event. Both of these platforms focus on creating
Sales Promotion
This would involve promoting discount codes for students through all of our online and social platforms. We would regularly be featured on UniDays to offer a discounted subscription fee, specifically for creative students who are looking to be on our site. At Jam we would also have regular loyalty benefits for valued consumers who use our site and studio space frequently so that they end up saving more in the long run.
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PR With a start up company, support from other creatives in the same field is crucial for exposure. Press releases will be sent out to Editors of magazines such as Danielle Pender from Riposte and Tori West from Bricks, as well as other agencies and collaborative platforms such as Babyface. Regular features and posts on other online blogs or platforms would also help to reach a new target of consumers who are already invested in the content that these blogs post.
Direct Marketing This will be in the form of direct mail, using mail chimp to schedule updates and newsletters both current and in the future ready to be sent out. Jam will send out emails about any upcoming events and workshops and any additional changes to the website or workspace. These updates will give more of an insight to the demographic in which we are appealing to and help monitor interaction from the updates sent out.
Interactive Marketing Creating a Youtube channel is a fast and interactive way to connect our audience together. Looking at creating helpful content such as career planning tips and how to’s. This will enable us to reach the group of more digitally native consumers who digest information better in an online format. Jam will upload short ‘get-to-know’ clips on our site which will take a look at some of the people who are using our platform and why they have chosen to. In keeping with our nostalgic branding, the videos will be shot using a camcorder to keep it authentic, exciting and easy to digest.
Events & Experiences
Jam will aim to hold events every few months in collaboration with other creatives such as magazine editors, photographers etc. This will allow our consumers to learn more about the industry and get to ask questions from industry professionals. Workshops will also help to encourage collaboration. Each one will be focused on a specific topic such as how to brand yourself and creative ways to lay out your CV. Offering a personable touchpoint such as this will create a direct & emotional relationship with our consumers and make them feel more confident in their work and approach. In regards to the Jam launch campaign, the main idea is to hold a collaborative event which looks at informing students and other creatives how it really is in the industry.
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process Site Applications Each month we will look at new submissions for those that want to join the site and pay for the promotion. Our consumers will need to submit : CV, an ‘about’ section, portfolio/body of work and social platforms
Review & Publish Our site advisors will sift through the new applicants and compile a list of members depending on how many submissions we receive. They will pass all relevant information onto the graphic and wed designers who will work together to ensure the layout is correct before publishing.
Website Publish new content weekly on the site -
www.jamcollective.co.uk
Attraction Our demographic will find out about new site content by following us on all our social platforms. We will be posting very frequently in the lead up to new content being uploaded so that they are aware and want to join our collective.
ATL & BTL Campaign
Social Media
Sponsored Advertising Posts
Influencers in creative industry
Visual Merchandising
Email Marketing
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customer journey map ATTRACT
INTERACT
Promote Jam
See Jam adverts
consistently across
on social platforms
multiple platforms
such as Instagram, Facebook & LinkedIn
Consumers will see Use promotional
ad's whilst browsing on their social media
tools to engage more
and online
with the digital based demographic
Building the Jam community through word of mouth
There will be ongoing engagement with our consumers as they are at the heart of our idea and brand ethos. It is crucial to plan out when to target them and through what specific platforms, such as Instagram, Facebook and Pinterest.
ENGAGE
PROMOTE
Sign up to
Join the
newsletter
collective
Read Jam's blog
Share thoughts
posts
on brand and the services we offer
Browse our creatives & collaborate
More people find out about Jam and the company
Browse
progressively
membership
grows in
plans
members
Direct social traffic through to our website
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GANTT CHART >
April Advertising Online - Fashion Workie & LinkedIn
Print - Magazines: Sukeban & Bricks
Posters and Flyers
P R Press Releases - platforms, agencies & magazines
Sales Promotion Student discount & subscription offers
Direct Newsletters Monthly zine
Social Media Instagram + Pinterest posts
Video Content
May
TO LAUNCH IN SEPTEMBER 2019>
June
July
August
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conclusions
The driving force behind this idea was to create a platform that was needed and wanted, specifically because I myself, am part of the demographic of young creatives looking for work in the industry. Creative students are looking for the best ways in which to promote themselves but for cost effective prices, whilst still being able to retain their own sense of personal style. Jam offers them this and much more. We are tailoring our service, to suit the needs of those looking for other people to collaborate with. Jam is a pioneer for channelling and encouraging power in community strength and this is exactly what we wish to achieve with our collective: giving those a platform to be exactly who they are.
our consumer
Jam has created a brand where the consumer is at the heart of it. The motives & promotional aspects behind Jam are to try and appeal to our different demographic groups and hopefully act as the catalyst for sparking new connections and collaborators.
our campaign
Our ‘It Starts with Jam’ launch will showcase our ethos to our demographic. Bringing together all types of creatives and giving them the opportunity to ask those already in industry what they can expect when they leave university or when applying for jobs.
“A communal hub is a great way to help encourage interaction with other creatives. Jam knows their market & caters to them in a very personable way.” Rachel, 21, Graphic Design graduate 67
j
Business Plan
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1
mission statement The creative industry can be an intimidating field to approach when looking for jobs that are stimulating enough and pay a decent wage. At Jam, we work with the consumer directly in order to promote you and your work in the best way possible through our collaborative website. We aim to build a network of young creatives and encourage collaboration with each other. To coincide with a site, we are creating a work space for our consumers to meet others and work on their own or group projects. Our focus is on connecting creatives and building a community.
2
service > Jam is a service based business. The main outcome of the idea is a fully functioning website which focuses on bringing together young creatives to collaborate with both each other and with industry. > The second outcome will be a co-working environment which aims to provide creatives with a physical hub from where they can work, socialise and meet other people to collaborate with. > By deciding to launch our workspace one year after the website, we are taking consideration into future proofing our community driven concept. Using the first year to build a following, generate brand awareness and develop a strong body of creatives on our site will ultimately put us in a better position to create our workspace.
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3
USP’s our relationship >
The unique selling point for Jam is the way in
which we are uniting creatives and giving them the opportunity to work together. > We are offering this service at a cost effective price so that students can afford to promote themselves and showcase their work without having to pay more for their own website. > Offering other start ups the chance to scout our site to find creatives that are directly suited to their company and what they require.
ESP’s our consumer > The main emotional selling point with Jam is that we are starting this business with the consumer being the driving force behind the idea.
> We are tapping into the neglection and exploitation felt by students and graduates trying to find work in the industry and providing them with a platform which will help kick-start their career.
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4
market analysis
size of market
I contacted student services and the Ravensbourne alumni office in order to find stats concerning the creative courses and what happens to students after graduating.
52% Of Fashion Promotion graduates at Ravensbourne University ended up finding employment in their relevant field due to lack of creative jobs that pay well.
Of graduates will not earn enough to be able to repay their student loan, according to the official government projections in March 2014.
45%
(Mintel, 2014)
Claim that brainstorming and workshops are effective ways to bounce ideas around at work and significantly decrease their stress levels.�
65%
(Reyner and Savigar, 2014)
Interns went unpaid in 2014. Shocking statistics considering most work between 3-5 days and 9-6 hours per day. Most companies won’t consider an intern an employee and therefore try to justify them not being paid a minimum wage.
22,000
(Trupia, 2017)
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key competitors
Aiming to help people
A platform offering
A co-working space and
find the best internships
workshops and events.
collective based in the
through their engaging
They are key players in
creative boroughs of New
platform.
supporting creatives who
York.
struggle in internships. They offer a bespoke
They have introduced a
They have recently
service of redesigning
creative consultations for
launched a scholarship
your CV for ÂŁ35- unique
anyone needing support
programme where they
and engaging for
or advice getting into
will be granting 100
consumers.
industry.
applicants free 2 year memberships.
pestle p
> Brexit has left many graduates unable to find work and those in employment are hesitant to leave if they are not happy in their job due to future uncertainty. Funding will become difficult due to lack of resources in the market place.
e s t
> UK faces the threat of another recession post-Brexit. As we are in constant fluctuation we need to ensure we are charging the correct prices for our services.
> Keeping up to date with what social platforms to post on as well as ensuring we are inventive in terms of our marketing and attracting brand awareness.
>
Using new technology to attract and maintain our
digitally native gen z and gen y consumers. Inventive and technological ways of decorating our workspace and laying out our graphics on our site and social accounts.
l
> We will ensure that our workspace has all health and safety checks provided and regularly updated. In order to increase productivity we will give our staff regular breaks and minimum wage.
e
> Focusing on being sustainable is crucial when furnishing our workspace. Looking at sourcing furniture that is made out of renewable materials and is environmentally friendly.
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5
management team
Director
Marketing / Social
> Responsible for the overall management of
> Part time - working to promote the brand
other staff, deciding on the final image and
across all chosen social platforms such as
ethos of the brand. Brainstorming new ideas and
Instagram, Facebook and Pinterest. Responsible
for the first six months of the company, will be
for generating initial awareness and keeping
responsible for creating all of the content for the
consumers interested. Scheduling posts is
‘Jam tips’ section on the website and dealing
crucial for development.
with the applications.
Web/Graphic Designer
Intern/Assistant
> Will be on a freelance graphic and web
> Available to work 3 days a week, studying
designer. Has 3 year minimum experience
a creative course and are looking for further
working for a design company in London. Will
experience in the industry alongside their
need to be able to upload new content to the
studies.
website and re-design it according to our branding.
Director
Web/ Graphics
Marketing/ Social
Intern
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6
marketing plan
ATL Targeting where our consumers will be spending money:
BTL Promotional material such as posters, flyers, social activity on Instagram and sponsorships from
Using the internet to reach more of
other collectives and magazines who
a mass market audience- podcasts
support our business idea.
and posts on blogs and collectives such as Babyface.
Direct marketing such as emails and newsletters will be used to send out
Advertising on online sites such as
to our website members as well as
LinkedIn, UNiDays, Fashion Workie
our subscribers. This will keep them
and Fashion Monitor will allow us
in the know with any new events,
to reach our target audience in the
workshops or launches that we
most effective way, specifically for
decide to put on.
students who are always looking for discounts and promotions. Jam will ensure to offer discounts for students who want to be on our site.
7
swot analysis As this is a start-up, the outgoing costs would initially out-way any income for the first year or so. We would need to look at finding a workspace in London that meets our needs whilst ensuring rent isn't too high.
The ethos in itself is a strength
because
there
is limited competition in terms of the services that we offer at Jam. We are offering a membership for our site and workspace at
r
g en
ths
We
ak ne
St
relatively low prices.
ss es
iti
Th
es
r and internship support any
un
as FYI who offer CV and
t
ea
or
ts
Op p For future plans, Jam can expand the workspaces into other UK based locations depending on the demand for it. Look at creating more merchandise as our demographic like to buy products if the branding is strong.
Other competitors such
co-working
spaces in London such as WeWork and Second Home.
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8
cash flow
By keeping outgoing costs to a minimum during the first six months, I estimated that Jam would need to borrow a £5,000 loan from the bank in order to sustain the company which will make an annual income of £ 9,778. Calculating the break-even point at £ 7,802 then determined that we will be able to start making a profit once we reach £8,298 in the July.
9
revenue projections
£ 3000
optimistic forecast probable forecast £ 2500
pessimistic forecast
£ 2000
£ 1500
£ 1000
£ 500
0
Sept
Oct
Nov
Dec
Jan
Feb
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Mar
Apr
May
Jun
Jul
Aug
10
summary
> Looking at the market and speaking to members of our demographic has clearly proven that there is both a want and a need for Jam collective. > We are offering a unique service that gives young creatives the opportunity to showcase their talents whilst building relationships that enable them to collaborate with both each other and industry professionals. There is currently no other platform that does this which is why this is a viable proposal that has the potential to develop and provide a platform both now and for future creatives.
e r i p ins c o ll a b o r a te
create
show ec n n o c
t
85
case
PROJECT MANAGEMENT PLAN >
Jan 7P’s Research
Writing
Branding & Layout
Business Plan Compile research from 7p's and make more concise
Workspace Collaborate with architecture graduate to help design workspace
Colour/ materials & furniture research
Brand Pack Logo & Font Colour & branding inspiration
Outputs & Finishing Website Zine creation, content & layout Spell check + printing
Feb
Research was completed initially at the early stages, which then lead onto brand and colour development. Collaboration was a crucial part of the project as it involved working with the students and graduates to create both the zine and the website. Designing the workspace with an architecture graduate allowed my plans to be fully realised to the best potential. Problems were overcome by strategically planning and adhering to the time schedule in order to achieve everything needed and ensuring there was time for checks at the end.
Mar
Apr
May
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BRAND IDENTITY >
For this section I spoke to others who are studying creative courses and some who have recently graduated. I collated responses when showing them my branding, to see what initial thoughts were.
STORY >
LOGO
>
COLOUR >
FONT >
“I love the idea of being able to go to a physical workspace and meet other creatives.”
“My personal experience as a young creative has been fairly negative so it would be great to have a platform to support me.”
“The 70’s style branding is super cool, I love the retro aesthetic.”
“I like the boldness. It catches your attention and is nostalgic at first glance.”
“The peachy tones compliment each other really well and I like the pop of red.”
“Could feel a little bit girly but I like the playfulness.”
“Definitely reminds me of old movie titles- very fun and playful.”
“It’s a strong and instantly recognisable font- unlike other logos I’ve already seen.”
17-22 focus groups
students & graduates
“I would love to be able to showcase my creative work through the Jam website.
CUSTOMER JOURNEY
>
“I recently left a really bad internship and feel demotivated, so would love to be able to promote my work on Jam.”
“A communal hub is a great way to help encourage interaction with other creatives.”
It would also be a great way to meet new people.”
“I think Instagram is definitely the best way to target students as we are constantly refreshing our feed.”
17-32 students, industry/ freelancers For both the customer journey and initial mock ups, I organised a talk with a group aged between 17 and 32 to find out their thoughts on both initial mock-ups and customer journey.
“The workspace is aesthetically pleasing and there seems to be a lot of desk space both for individuals and groups which is great.”
“I think the website looks really fun and easy to use. I like the “download my cv feature, as it is ideal if I wanted employers to find me.”
INITIAL MOCK-UP'S >
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BRANDING
>
OLD BRANDING
>
72%
COLLECTIVE
FINAL BRANDING
>
Of our demographic between 17 & 32 preferred the new brand logo as they thought it was more recognisable and distinctive.
focus group analysis
WEBSITE IDEA
FUTURE PLANS
>
>
91%
76%
Of students aged 17-22 said they would be happy to pay the ÂŁ7 a month fee in order to have them and their work showcased. This way, they wouldn't have to pay for their own website or buy their domain.
Of graduates said they would find a one year membership package, ideal in terms of helping them gain exposure & potential employment through the site.
IDEA & OUTCOMES
91
>
j
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j