Small Business Development by arvindsethia

SMALL BUSINESS DEVELOPMENT

(INFORMAL / UNORGANIZED SECTOR)

Design Management Project 1 Guided by Bhavin Khotari, Bhaskar Banerjee, Sridhar Rayeli and Radhi Parekh Submitted by Arvind Sethia Strategic Design Management, 2012 Batch, IInd Semester, National Institute of Design

ACKNOWLEDGEMENT No good work can be completed without the guidance of well worth teachers. To complete this project work I had the pleasure of being advised by many eminent personalities. I wish to convey deep sense of gratitude to all of them. In the completion of this project, I am most indebted to my course coordinator Mr. Bhavin Kothari for his expertise & highly valuable guidance. Prof. Bhavin Kothari始s personal supervision of my research work & his keen interest in it was always a source of inspiration to me. He gave a meaningful though to my vague ideas & concepts. His encouragement & helpful attitude, when I needed them most, inspired me to undertake this work. I would like to thank Prof. Shridhr Rayali , Prof. Bhaskar Banerji and Prof. Radhi Parikh for their helpful suggestions and guidance throughout the project. I would like to extend my sincere thanks to Ramdevji Surviya for letting me work for his business development. Finally, my special thanks to all my friends without whose support; I could not have completed this project work.

Stage 1 Project Brief Objective Identifying a Business About Ramdev Bhai and his Business

Stage 2 Methodology of Research Objective of Research Secondary Research Primary Research Value Generation Empathy map & Observation Survey User Interview Scenario Building Persona

TABLE OF CONTENT

Stage 3 Observation User data analysis Survey data analysis

Stage 4 Insight Generation Opportunity listing Limitations

Stage 5 Existing Business model 驶What if?始 scenarios Proposed solutions - I Proposed solurion - II SWOT analysis Implementation Stages Re-design Conclusion Bibliography

PROJECT BRIEF

Design Management Project 1 was a practical platform to understand the processes of design management. It is a platform for us to put our best skills and our learning practically. All the learning from the beginning of our foundation up to research methodology needed to be applied. This three-week module was an insight into the processes of Designing research methodology, Brand marketing, Management and Economics. The project included detailed exploration and research of micro / small unorganized business, followed by a detailed design process to come up with effective business model and design solutions. The project aimed at understanding the seller, business and buyer, and the value they bought in respect to complementing each other. The support of the mentor was very important. On every stage we had guidance and support of Mr.Bhavin Khotari and Mr.Bhaskar Banerjee, who kept giving us clear picture, whenever we faced problems in moving ahead. The design process and business model was well explained by Mr.Shridar Rayalie. His introduction to Business model canvas in our project changed our perspective and approach in planning and implementation of our findings. Finally Ms.Radhi Parekh’s vision and experience of working with micro business helped us move faster towards our projected goals. The final deliverable is a written report that gives a brief understanding by Design Managers, and other significant Stakeholders. This report gives a detailed explanation on the process followed to come up with Business solutions, which can be used for a range of business decisions.

OBJECTIVE

• • • • • • • • • • •

Understanding the characteristics of a small /micro business Understanding the value perceived by the customers and oﬀered by the seller Developing relevant research capabilities Developing capabilities with the research data analysis in order to increase the income To identify key quotes from user survey. To generate insights from observations. To find opportunities from the insights generated and fill the gap Providing feasible goals to develop existing business Understanding the concept of Business Model Canvas and its application to practical scenario. Visualizing and documenting the execution challenges in the given limitations Documentation with business perspective

IDENTIFYING A BUSINESS

Based on the brief provided, we headed to Ahmedbad in search of people who highly depend on their skill-set and run a small-unorganized business. I had identified my areas of interest and started looking through word of mouth, blogs, websites, etc. These are the lists of Individuals:

MOUSIM BHAI - He owns a micro business of manufacturing and selling Attar’s and Perfumes - re-filling them in branded bottle. He has been doing this business for around 25 years at the same place i.e. Teen Darwaja, Ahmedabad. He sits on Footpath with a small table, where he places all his bottles. His major business is by selling re-filled branded bottles.

SANJAY MISTRY – He sit in a small room at first floor in the busy streets of Gandhi road with a small table and a fan. His earning is through a special skill of repairing and manufacturing any kind of watch mechanism

RAMDEV SARVAIYA – After searching for 2 days at Internet and talking to many art students and other communities, I got to know about Ramdev Bhai. He is a multi-talented, very experienced artist who specializes in sculpting.

After discussing with my mentor, I finalized on Ramdev Bhai as my subject and worked forward for my design project. It was also my first choice of interest and he had nearly fulfilled all criteria of project brief.

RAMDEV SURVAIYA is 35-year-old artist who lives in Motera, Ahmedabad. He is a self-taught artist, with no formal education background. He started working at a very young age of 15 years as caretaker of horses at a farmhouse ‘Ratnakar Vatika’, where he learned how to ride and breed horses. But his initial interest was art. He used to sculpt small idols using clay from the age of 8. While working at the farm he developed his skills of sculpting and archery.

He left his job and decided to be a freelance artist. Initially he struggled a bit to find customers to sell his sculptures, but he never gave up. He kept practicing his art and tried creating ‘Niche’ for himself. He created miniature model of Gandhiji of size just one inch. This got him into limelight and from there on he was known among locals, which let to more customers. This journey got him a license to work with Gujarat government of Handicraft, who provided him with space in state organized exhibitions.

ABOUT RAMDEV SURVIYA AND HIS BUSINESS

HIS SKILLS

Ramdev Surviya run a business named ‘RAJ RATNA KALA’. He is a single person who does the entire task in his business. Services provided by Raj Ratna kala are:

SCULPTING – Sculpting is the forte of this business and Ramdev bhai specializes in the art of sculpting. He provides variety of options in terms of medium like clay, plaster of paris (POP), cement, terracotta, ceramics and techniques like portrait (bust), Figurative form, Decorative articles, Murals, Sand art.

TRAINING IN ART – He also provides training to students and professionals in art. He teaches how to draw, paint and sculpt.

ARCHERY, HORSE RIDING AND ART OF DEFENCE– ‘He has got a gene of Rajput’, claims Ramdev Bhai who creates his own Bow & Arrow and also teaches aspirants the art of archery, art of sword fighting. He has also applied for participation in coming Olympics. Backed by the above statement, he also knows how to train and ride a horse. With his experience he has also gained knowledge to breed horses.

PUPPETRY AND THEATRE – Creates mask of animal and birds, and teaches mimicry.

DETAIL OF HIS BUSINESS

VISION “To win a National Award” MISSION “To keep the art of puppetry, sculpting, archery and many other art form alive, by training as many people as possible.”

HIS CUSTOMERS • Local families (mostly middle class) • Architect • Interior decorators • Foreigners • Students

HIS COMPETITORS No direct competitions. Indirect competitors are • Road side ready made POP sculptures • Gifting stores like Archies, Homestop, etc

INCOME & SALES He doesn’t have fixed income, depends on order from customer. His quarterly income varies from 25,000 – 35,000 Rs PURCHASE & INVESTMENT Sculpting materials are depending on order. Clay - 250 / 50kg; POP 500 / 25kg Most of his expenses are printing of visiting card and pamphlets.

PRICING STRATEGY • 800-1500 Rs/ sq. inch (Depending on the detailing) MARKETING STRATEGY • Word of mouth • Media – Press ads and video coverage • Pamphlet • Visiting card

HIS SCULPTING TECHNIQUES • Tools • Techniques – Plaster of Paris casting, Cement casting, Sand sculpting, Terracotta. MATERIALS USED FOR SCULPTING • Clay • Plaster of Paris • Cement • Terracotta • Sand

MEDIA EXPOSURE

VALUE GENERATION VALUE is the regard that something is held to deserve; the importance, worth, or usefulness of something and VALUE GENERATION is what the value customer gets out of your product / service.

Value perceived by me

• Customization • Newness • Price (Reasonable) • Knowledge / Skill • Intellectual

METHODOLOGY OF RESEARCH

The research was divided on two phases: SECONDARY RESEARCH - Data was collected online, through books, articles, case studies & newspapers. This helped us understand more about existing solutions, laws, examples, etc. PRIMARY RESEARCH – Primary research was designed in order to understand and get clear picture about Ramdev Bhai, his customers, his limitations, etc. Some of the adopted research tools are: • Empathy Map • Survey • User Interview • Scenario Building • User Persona

SECONDARY RESEARCH EAMPATHY MAP SURVEY

USER

INTERVIEW

PERSONA SCENARIO BUILDING

SECONDARY RESEARCH

EXISTING BUSINESS MODELS

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Why You Need This: 1. Great gift idea for any occasion - will thrill anyone 2. Keep a loved one close-by - at work, home or the car's dashboard 3. Have a clone of yourself! How It Works: All we need is any regular photograph of the person. Upload this, choose from one of the many models and poses available and place your order. During the design process we will keep sharing the progress of the doll with you. The final doll is moulded

outside India and shipped to you through international courier in special packaging. Important Information: The average time to complete the doll is 40 days. However due to the design and the complex crafting process there are delays in some cases depending on the faces / models which are beyond our control. As such in some orders we may not be able to meet specific deadlines within or beyond 40 days.

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Our signature line of products are re-invented glamorous versions of ethically sourced village hand-crafts and recycled waste materials. O LAYLA is a CONSCIOUS APPROACH TO FASHION and DESIGN. It’s a belief in a balanced world. The store also showcases emerging designers & labels who share its vision of re-creating the concept of ‘desi cool’ through their various products. Owned by Ritu Kumar - a Mumbai based fashion stylist.

Sculptor Bridgette Mongeon

19/03/13 2:44 PM

Sculpture - Human Statue, Animal Sculpture, Resin Sculpture, Statue Artist and Art Work

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19/03/13 8:31 PM

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Memorial and Posthumous Sculpture

Universal India's sculptures installed at Indira Gandhi International and Domestic Airports, New Delhi

If you are at this part of Ms. Mongeon's web site you are probably considering a sculpture to honor someone that you love or admire. A sculpture that captures and expresses the incredible magnitude of not only a person but a life lived. Posthumous or memorial sculpture is one of the artist's favorite sculptures to create.

We make world class sculptures in Metal, Bronze, Resin and Stone. We also manufacture and export items of Bronze Statue, Human Statue, Animal Sculpture, Resin Sculpture, Statues and Art Work. We specialise in Metal Bookmarks. read more....

"The process of remembering and creating is not always an easy subject for individuals to broach. I understand all of the nuances involved and would be honored to create this work of art with you. To not only lovingly guide you through the creative process and the recollection of the loved one, but also to celebrate this life with you. Thank you so much for considering me. I am truly honored." Bridgette Mongeon You can see some of memorial sculpture work on the gallery pages. Ellie, shown on this page, has her own page discussing the process that the artist and her parents went through in creating the Ellie memorial. If you would like to talk further about a project please fill in the artist's contact form and she will be in touch with you.

The following is an excerpt from the artist’s upcoming book Bringing to Life the Spirit of the Deceased- A Sculptor’s Journey Chapter One- Why I Am Drawn to Posthumous Sculpture. "I have always been intrigued with the story that I heard about elephants, marveling at the bones of their ancestors that they never knew. I remember seeing an elephant documentary that said that elephants that came across bones of their ancestors would pick them up and caress them, passing them from one to another in a respectful but mourning ritual. By doing so, it helped them come to terms with death. I feel that this action, this simple action by a wonderful and majestic creature is what I feel when I create posthumous portraiture. When the box of personal affects comes to my studio and I examine its contents, from that day forward until the day that the sculpture is complete, I have spent time lovingly caressing the life that I have had the pleasure of being introduced to. I turn that life over and over in my hands and in my heart as lovingly as those majestic elephants did with the bones of their ancestors. It is through this ritual and my art that my experience is enhanced and the healing process and letting go occur for my client. " Bridgette Mongeon

Sculpture

Bookmarks

Lanterns

Barricading Surya Namaskar Sculpture at Delhi Airport T3

Our organization is involved in crafting and exporting Bookmarks all over the world.

We are one of the renowned manufacturers, suppliers and exporters of an exclusive

Relief Work

Candle Holders

Planter

Relief Work is the structural form of art in which figures or various

We provide a range of home furnishings accessories like Candle Holders

We manufacture and supply a wide range of planters

Vases

Garden Decor

Bar Accessories

We offer our clients an astonishing assortment of Art Paintings

Our gamut of garden decor is available in elegant styles and finish.

We offer a wide variety of clay models that are manufactured by our experienced

SS Fabrication and Commercial Kitchen

Statue and Sculpture

We offer a wide range of SS Fabrication & Commercial Kitchen equipment...

Our Statue, Sculpture and Art work We made Art in Bronze Metal...

Newsletter To read about the artist's recent Creative Endeavors, receive schedules, inspiring articles and new educational material please subscribe to the Creative Endeavors Newsletter.

http://www.indian-sculptures.com/

http://www.creativesculpture.com/memorial.html

Page 1 of 1

SECONDARY RESEARCH

THE CONTEMPORARY ART MARKET - 2009/2010 THE LATEST TRENDS Source: The artpiece annul report The Contemporary art market has not escaped the global economic slowdown. The worst affected areas of this market have been “emerging” art (that enjoyed tremendous speculative buying before the meltdown) and the market’s million-plus summit. After the impulsive investments and lucrative quick-sales of the 20052008 period, art buyers have redirected their attention towards more affordable art and safer signatures.

However, neither the crisis nor the market’s subsequent volatility have in any way dampened its vitality. The market is just as deep as ever and is continuing its expansion, particularly towards the East. Timed to coincide with the Paris FIAC (International Contemporary Art Fair), Artprice has drawn up an overview of the art auction market over the 12-month period from July 2009 to June 2010, focusing on artists born after 1945 and on Design, another particularly dynamic segment. These reduced revenue figures reflect, above all, a meltdown at the top end of the Contemporary art market; but this has not in any way affected the acquisitive appetites of art collectors. While investors have become wary of fashion-following and speculative price bubbles on signatures that have not yet withstood the test of time, demand has not

weakened for the relatively well established signatures or for reasonably priced work. In fact, quite the reverse... there has never been so much Contemporary art sold at auction, even compared with the bulimic consumption of the 2006/2008 period! Three times more Contemporary works were sold between July 2009 and June 2010 than six years earlier: more than 30,300 lots (one thousand more than in 2007-2008) for a total revenue of €443m. Of course, this is far behind the €975.2m total that the market generated at its peak (2007/2008), but the price index of Contemporary art is just as dynamic in terms of growth: +5.4% in 1H 2010 after a contraction of nearly 42.8% between 1 January 2008 and the end of the year 2009. The auction houses are flooding the market with extremely full catalogues. The offer of Contemporary photographs, sculptures

and drawings was more abundant than in any other period of the decade. Moreover, the number of Contemporary paintings offered at auctions was higher between July 2009 and June 2010 than in the same period of 2007/2008. Faced with this profusion of works, it is not surprising that unsold rates have risen so high... Between July 2009 and June 2010, 41% of the Contemporary works offered were bought-in, compared with the negative record of 44.7% in 2008-2009 and an average bought-in rate of 34% over the years preceding the crisis. Nearly 40% of the drawings and prints, but above all, of the paintings offered remained unsold, and 45% of the catalogued photographs suffered the same fate. With the media already playing a key role in the value of Contemporary works of art, art is now becoming an

entertainment commodity with the arrival on TV screens and Internet of a programme entitled Work of Art: The Next Great Artist, launched in June 2010 With Sarah Jessica Parker as presenter / producer and Simon de Pury in the role of mentor, the first tele-competition chose Abdi Farah, aged 23, as its winner. He received $100,000 in prize money and a solo exhibition at the Brooklyn Museum and, of course, a debut appearance on Phillips de Pury & Company’s auction podium. As Banksy’s discovered with his satirical works and Obey Giant with his screen prints for Barack Obama’s presidential campaign, media coverage pays. Before the current US President was elected, Obey Giant’s prints fetched between €70 and €100. Today they sell for between €1,500 and €4,000.

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FERNS N PETALS: TRANSFORMING AN UNORGANIZED BUSINESS INTO AN ORGANIZED ONE

The economic reforms in India have not only changed consumption patterns but also the mindsets of people. This changing economic and social landscape has unleashed a plethora of opportunities and brought into existence companies in various sectors which were unheard of earlier. This case is about Ferns N Petals (FNP), which has emerged as the largest floral retail chain in India. When Vikas, founder of Ferns N Petals landed in Delhi in 1994

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SECONDARY RESEARCH CASE STUDY

Source: http://www.worlds c i e n t i fi c . c o m / doi/abs/10.1142/S0218927 512500071

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with US$110 (INRs 5,000) in maximized the opportuniby adding new his pocket, no one would ty have imagined that he segments related to flowwould go on to establish ers and the move to get the country's only branded into the online flower floral retail chain. Whenev- selling mode when the was making er Vikas traveled to Delhi to internet meet his sweetheart inroads in India. The case Meeta, he found that the winds up by highlighting capital had no good florist. his decision to enter into For someone who came the food segment which is from a family that dealt in fraught with risks. flowers, this was the turning point which led to the launch of Ferns N Petal. The Ferns moves 'N' Petals (FNP), leading florist case on toa discuss in in India, has long been associated with good quality flowers & flower arrangements. FNP, the only Indian name at par with international detail the challenges faced flower brands in both quality and designs provides one-stop solution for all flower requirements including roses, orchid, etc., be it for daily or occasional gifting or for floral by Vikas in setting up a and individual parties. Buy and send flowers to decoration in weddings, corporate events India or globally and pamper your nationwide floral retailloved ones with exotic and exquisite flower arrangements delivered throughout Indian cities and a number of international centres. Send flowersand online to your near andhe dear ones on any of the occasions with the help of chain how

The FNP case has been it faced at various stages Florist Delivery developed to highlight the and how these challenges Flower existence of Delivery many entre- are remarkably similar in Online preneurial opportunities any start-up. It highlights emerging in the changing the need for modifying the socio-economic scenario in existing business models India. This case clearly illus- and developing new ones trates that many unorga- to tap the emerging oppornized sectors offer scope tunities in an unorganized for professionalization and sector. The case goes on to how an entrepreneur can highlight how the success tap these opportunities. of one venture many times FNP is a good example of can result in the belief that how these opportunities one can transform every can be tapped, thanks to opportunity in the unorgaFerns 'N' ambition, Petals (FNP) has redefined the concept nized of flower retailing, even rare sectormaking which may the courage and flowers readily available to the Indian consumers. Apart from its strong retail network of lead to overstretching oneof a wide localrisk-taking outlets all around capabilities India, the company has presence on net as well to provide you the comfort of buying and sending flowers online. Vikas Gutgutia. The case self. At FNP you can the buy flowers online and use traces journey of ouraonline delivery services for a huge range of products ranging from fresh flowers and artificial flowers to cakes & chocolates to combo giftsstart-up and sweets etc. Ourthe reliable and cost effective flower delivery service makes us the and difficulties

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EAMPATHY MAP

• DEPENDENT – He is highly dependent on his only student (human resource) Tathagath Kashyap. He doesn’t proceed without consulting with him. • BLIND TRUST – He trusts anybody without thinking twice. • SUPERSTITIOUS – Have lot of blind faith towards his way of working •EASILY CHEATED – People cheat him by not paying him or not providing him with credits. •HONEST – Honest with his work, honest with his clients. •RESPECTFUL – He has been awarded by politicians and is respectful among locals. •SENSITIVE – Once trust broken, he doesn’t look back to that person. •VISIONARY – Has got a dream of winning National Award •BENEVOLENT – Kind with his peer and with everybody •CO-OPERATIVE / SUPPORTIVE – Supports individual to enhance his/her skills, sometimes free of cost.

SURVEY The survey was conducted online and the questionnaire was sent to diverse groups of students, artists and architects. The questions were based on the value perceived and by brain storming certain questions among peers.

Trade fair

Articles

website

Yellow Pages exhibitions journals

google

Word of mouth

classified ads How will you find a person who can do sculpting?

T.V.Media Coverage

postcard

Art colleges

Societies

Memory

craft work

Self-portrait Decoration

Price factor

Trophy

Souverin

Why will you buy a sculpture?

Corporate gifting

craft mela

Mailers

Justdial

Magazines

Nostalgia

B2B

Art communitu

Newspapers

Momento

Art collection This Brainstorm session was done with my peer group: Romel Chakma, Vineet Sharma, Kunal Dewalwar, Sudarsana, Parthiv Bhatsna, Atul Kumar.

Gallery

religious place Freeze a moment

Gifting Memorial funny distorted toys

Show piece

QUESTIONAIRE Based on the Brainstorming result Questionnaire was created. These were some of the questions asked?

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1. Do you know what is sculpting? 2. If yes, can you explain in one line? 3. Do you want to get a sculpture (art piece) done? 4. If yes, why do you want a sculpture done?

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9. Where else do you feel the skill of sculpting can be used? 10. Have you ever got any sculpture (art work) done or bought any sculpture?

USER INTERVIEW Name: Aasta Malu Age: 23 years Gender: Female Martial Status: Single Occupation: Student, Designer Lives at an apartment with 2 friends, pursuing post-graduate degree from National Institute of Design, Ahmedbad.

Name: Anil Majumdar Age: 34 years Gender: Male Marital Status: Married Occupation: Residential Art student and Studio caretaker Income Level – Rs. 3 – 3.5 Lacks/annum

Is independent, knows what she is doing, down to earth, friendly, helpful, confident

He is a Residential artist, who practice his art of painting and maintains the studio at Kanori center of Art. He is a graduate from Baroda University and work experience of more than 10 years.

Has done lot of small exhibitions to sell her work. Has contact with 2-3 galleries where she displays her product and sells it as well.

Simple, patient, good listener, has knowledge of art, keen observer, provides guidance, satisfied, contemporary thought, and has clear idea what he is speaking.

Q - How do you price your products? A - ‘Price of the product depends on size, technique, material, client, venue, creativity, brand, aesthetics.’

Most of his friends are from the art community and he is well versed with the trend of art around him.

Q – What type of clients buy your products? A – ‘My clients are divided into mainly three type, people who likes landscape, mythology and souvenir.’ Q – What is the most important quality of an artist? A – ‘Portfolio is the most important thing an artist should always have. It matters a lot.

Q – What is the present situation of art as a profession? A – ‘Recession has created lot of problems; Art is always the last priority. Even an established artist is thinking of scale.’ Q – What is the current trend among buyers? A – ‘Buyers does thorough search on net before buying. Artist profile is seen 4-5 times; track their exhibitions, his involvement in at communities, then buys is work.’

USER INTERVIEW Name: Nilesh Suthar Age: 37 years Gender: Male Marital Status: Married Occupation: Art teacher at primary school and freelance artist Income Level – Rs. 3 – 3.5 Lacks / annum Composed, Calm, Shy, Conserved, objection with happening of things around like current scenarios with young artists He is an Art teacher and a freelance artist. He does dual business to sustain his family. Q – How does an artist establish himself? A – ‘Do not look for shortcuts, approach state level competitions, then go ahead and take part in national level competitions. Keep your self active in different art forums, communities.’ Q – What do you mean by ‘Short-cuts’ in art? A – ‘Young artists look at short-cuts, if he sees senior artist keeping his work of art for 30,000, he will also jump to 30,000. When market was good he would have done that by quoting higher price, now that recession has hit, its difficult for him to get down their price tag.’

Name: Prakash Gupta Age: 31 years Gender: Male Marital Status: Married Occupation: Businessman, Gallery owner Income Level: Rs. 10 – 12 Lacks / annum Business mind, Over-confident, use of social media and technology, believes in marketing, social, looks for higher status, and seeks publicity. Owner of an exhibition space in one of the Porsches’ area in Ahmedbad. Provides gallery space to any kind of commercial products like garments, lifestyle accessories, art decoration, training camps, etc.… Q – What do you think of art and its profession? A – ‘People have started understanding art in our culture. The trend has changed, people are understanding the value of art.’ There is a paradigm shift, which is helping the commercial artist, tutors and individual to enhance the entire field of art and take it up as course of profession.’

USER INTERVIEW Name: Tathagath Kashyap Age: 34 years Gender: Male Marital Status: Married Occupation: Astronomer, Socialist Income level: Rs. 3-4 Lacks / annum Enthusiast, Innovation-driven, looks for growth, helpful, leadership qualities, social. Tathagath was looking for an artist with exceptional talent for more than 10 years. After long search, he met Ramdev Bhai, whom he thinks is very talented. He helped Ramdev Bhai set up at exhibitions and get him more clients. Q - What do you think of Ramdev Bhai and his talent? A - “He is exceptional, nobody can beat him whenit comes to creating miniature sculpture. He is the best” Q - How and Why are you helping him? A - “I saw that honesty in his eyes. I call him guruji because of his way of thinking, he is a visionary. I will help him achieve him what ever he wants. My dream is to help all those type of people who have talent, but no education or exposure. i want to start a group with all talented people like Ramdev Bhai”.

SCENARIO MAPPING

I am Anand and I am a student, I got to know about Ramdev Bhai through my cousin who knows him earlier. I want to gift my sister something new and unique like her.

I am Meenal and I am from Rajkot. I had met you at an exhibition, where you had displayed your work. I want to get a sculpture done. A Portrait of my mother, who passed away when I was just one year old. I have only one picture of her; is it possible to create looking at that picture.

My name is Vishal and I am an Architect. I plan layout for bungalows. I want somebody who can create a prototype of sculpture, which can be replicated further of any scale. This prototype will help me pitch business.

My name is Ghanshyam and I am a businessman. I do a business of artifacts, which represent the culture of Gujarat. Can you create small religious idols, pendents. Most of my customers are international tourists.

The Clay board of Gujarat is on a verge of shutting down. Ramdev bhai, can you create some sculptures, which can get us more customers and exposure.

The Clay board feels the murals of Mohan-jo-daro was a success and hit among international tourist. Can you create more of those styles? This will generate great revenue.

I am a manager of Saibag gurukul. We have an inauguration of one of our main temples tomorrow. But the problem is one space is vacant for a sculpture. Can you please create Gandhijiâ&#x20AC;&#x2122;s sitting statue- life-size. Its urgent and very important.

I am an artist who sells my work to international client. I create paintings and they are looking for some sculpture to place in their hotel lobby. Can you help me create some sculptures?

PERSONA

MIDDLE CLASS – Families of age group 25-60 years with an average annual income of 3-10 Lacks / annum. Seek value for money, Appreciate talent, Respect, Express

FREELANCE ARTIST – Self-occupied, Doesn’t appreciate critique, Secretive, Want to promote them, do not support peer growth, individualistic.

STUDENT – Enthusiastic, Active, Experimenter, Keen to learn, Excited,

FOREIGNERS – Explorers, Enthusiastic, Likes Indian culture, Appreciate Indian style of sculpting, Appreciates uniqueness, Looks for souvenir,

UPPER CLASS – Families of age group 25-60 years with an average annual income of 10 Lacks and above / annum. Appreciate creativity, Bargain, Unethical,

ART LOVERS – Art lover refers to individual of age group 25 – 70 years, who like collecting paintings, sculptures, etc. Know the current trend in art, appreciate artist creativity, critique, keen eye for detail, Brand conscious, Technologically advance.

CURATOR (GALLERY OWNER) – Encourages artist who are already established, Afraid to experiment with new comers, Brand conscious, Knows current trend, Critique, Management skills, good communicational skills

INTERIOR DECORATOR - An Interior Decorator is charged with applying or updating the finishes and elements that will be included within a room space. Professional, Committed

ARCHITECT – Arrogant, Occupied, Obsessed, Illogical at times

OBSERVATIONS (RAW DATA)

After the field research done using the designed research method of both from the perspectives of the seller (business) and the buyer (consumer) in stage 2, to verify my assumptions. All the key points were captured and were written on a sticky note.

Once the key notes were transfered on sticky note, they followed a particular paterns, some common notes among them. They were clustered together as groups and key observation were written on different coloured sticky note.

KEY OBSERVATIONS

INSIGHT

Organized, Filtered and Prioritised all the great observations and translated them into something meaningful. Insights are basically a gap in what it ideally could be and what it is. One of the way to arrive at insights was by asking the question “Why?” , “Why is this a pattern?”, “Why is this unexpected?” “Why is this meaningful?” This helped understand the connections between observations and added layer of interpretation. Different coloured Post-It notes were used to capture all these insights per theme.

THE KEY VALUE GENERATED OUT OF THIS SURVEY

Customization

Quality & Expression Name of the Artist Talent / Skill Uniqueness Essence of Culture The white colored are the once which emerged new out of survey, rest were perceived by me earlier

INSIGHT GENERATION (FROM BUYER) Cultral Shift, Training

Website, Portfolio

Flexibility Value for Money Buyers mindset Improving existing customer relationship

Connection with Art communties

Branding the Individual

Join local art communities

Signature on art work

Online Portfolio

Become a member of a gallery

Visiting card / Pamplet

Blog

Take part in competitions

Brochure design / Catalogue

Tapping school / college students

Facebook

Tapping budding Enterpreneurs

Website

E-commerce

Gallery Show

INSIGHT GENERATION Lifestyle product, Figurative form, Gifting

Online presence

Tie up with retail

Facebook

Personalized gifting

Online Portfolio

Blog

Website

(FROM SURVEY AND SELLER) *THE DARKER COLOR ARE THE SELLERâ&#x20AC;&#x2122;S INSIGHT

E-commerce

Gallery show

Private art gallery

Training space, Gurukula

Branding the Individual

Own studio space

Signature on art work

Temporary rented space

Visiting card / Pamplet

Creating a space and bringing back the gurukula

Brochure design / Catalogue

Gallery Show

OPPORTUNITIES All the insights were grouped and common opportunites were idenified. This phase has three distinct parts; to provide (who?) with (what advantage?) that (fills what gap?

By observing the pattern of insights found, they were all listed down and relationship were created. Based on commonality opportunties were defined.

7 opportunities emerged out og the insights generated. All the seven had a relation with each other. They were again clubed in two color format. Organe color was defined as short term planning, green color is the long term planning.

Online presence Setting up of Studio & Training Institute Re-branding the individual Frequent gallery shows / exhibitions Tie up with Retail stores Targeting the customization sector using his USP E-commerce

Lifestyle product, Figurative form, Gifting

Online presence

Gallery show

Training space, Gurukula

Cultral Shift, Training

Website, Portfolio

Flexibility Value for Money Buyers mindset

Connection with Art communties

Branding the Individual

LIMITATIONS The opportunity were mapped with the existing thought opportunities and were cross checked with Ramdev Bhai for his opinion. All seemed to be alright for him, but he was reluctant regarding certain issues. These were some of the lilitations that will be face while implimenting these opportunities

Limited finance Technology barrier Language Barrier Lack of human resource Ramdev Bhai始s characteristics

Opportunities Online presence Setting up of Studio & Training Institute Re-branding the individual Frequent gallery shows / exhibitions Tie up with Retail stores Targeting the customization sector using his USP E-commerce

Ramdev Bhai

User

Business Model Canvas

BUSINESS MODEL GENERATION Business model generation, written by Alexander Osterwalder & Yves Pigneur, is the tool used to understand the nuances of our business. This book gave us deep insight into the nature of business model. It describes tradional and bleeding edge model and their dynamics, innovation techniques, how to position your model with an intensly competative landscape, and how to lead the redesign of your own organizations business model.

9 Building Blocks

How do we do it? Key Partners

(Who do we partner with)

Key Activities

(What actions must we do?)

What do we offer? Value Proposition

(What do they buy from us?)

Key Resources

(What are our expenses?)

Customer Relationships

(How do they stay informed and happy?)

Customer Segments (Who buys from us?)

Distribution Channels

(What resources must we have)

Cost Structure

Whom did we offer it to?

(How / where do they buy from us?)

Profits

(What is our actual profit?)

Revenue Streams

(Which revenue streams make money?)

PRESENT BUSINESS MODEL OF RAMDEV BHAI

BUSINESS MODEL PROTOTYPE AND STORY TELLING Business model prototyping is about a mindset we call “design attitude”. It stands for an uncompromising commitment to discovering new and better business model by sketching out many prototypes- both rough and detailed - representing may strategic options. It;s not about outlining only ideas you really plan to implement. It’s about exploring new and perhaps absurd, even impossible ideas by adding and removing elements of each prototype. Taking the opportunities listed down, a story was created around the new business canvas. The story telling helped us map all 9 elements of business model around the adopted opportunity. The power of “What if?” question was used. “What if?” questions are merely starting points. They challenge us to discover the business model.

1 All the essential elements from all the three scenarios were taken and clubed into a proposed business plan. This plan will help him grow and achieve his dream of winning a national award. PROPOSED BUSINESS MODEL

2 Business model 2 is crated keeping a totally new target audience. This plans takes him completely away from his vision and help build his mission of starting a gurukula. This business model is inspired from business of ‘CLAY DOLL’ who sells customized sculptures and targets the gifting section. From the survey, key points had emerged like ‘freezing the moment’, ‘essence of culture’, gifting’, etc. These insights can be argetted by using the technology of e-commerce. E-commerce will help this business establish and directly reach the targetted customers like students, corporate clients, etc.

PROPOSED BUSINESS MODEL

SCENARIO 1

- ONLINE PRESENCE. We used the power of question “What if?” and started mapping the business model. If we have a website for his busines what will be the impact on other 8 factors. Online presence would have helped Ramdev improve his customer relationship, get more customers and increase his revenue, but this also carried cash revenue and other increase in resources

2 – SETTING UP All the 9 blocks were explored. Setting up of studio is one among the long term goal. This studio can be a stepping stone to improve customer segment , as well as key resources for the business. Studio will also serve space for training SCENARIO STUDIO.

SCENARIO 3 - GALLERY SHOW The user always seek for an artist to finnd him through gallery space. Gallery shows will help Ramdev bhai build a brand around his name, and use that to improvize customer relationship. One of the key value of his business is ‘Name of the artist’ and gallery show will help him improve his brand and visibility.

SCENARIO 1 ONLINE PRESENCE

SCENARIO 2 SETTING UP A STUDIO

SCENARIO 3 GALLERY SHOW

PROPOSED BUSINESS MODEL

SWOT ANALYSIS

STRENGTHS

WEEKNESS

STRENGTHS

WEEKNESS

Skill / Talent of Ramdev Bhai.

Nature of Ramdev Bhai. No segmented market. Highly depend on Tathyagath Kashyap (Human source). Poor business skills. No fixed income. No fixed customers. No portfolio or online presence. No proper space to work.

Skill / Talent of Ramdev Bhai.

Nature of Ramdev Bhai (Non-rebellious)

Grant from Government to take part in government setup exhibitions.

No segmented market

Kind of Monopoly. Have got local media exposure. Grant from Government to take part in government setup exhibitions.

Better customer relationship.

Up-gradation and Increase in investment

Better Distribution channel. Bulk order can be taken. Distribution of work.

SWOT 1

SWOT 2

OPPORTUNITY

THREATS

OPPORTUNITY

THREATS

Online presence

Shift in consumer taste

Tie up with Retail stores

Setting up of Studio & Training Institute

Shutting down of Government agencies

Shift in consumer taste

E-commerce

Shutting down of Government agencies

Branding the individual Tie up with Retail stores SWOT analysis was done on business model. SWOT 1 is of existing business model and SWOT 2 is of proposed business model 1.

Poor business skills

E-commerce Frequent gallery shows / exhibitions

International exposure

(Global)

Can start training too in that space

Technology Barrier

IMPLEMENTATION STAGE

STAGE

Re-branding, Visiting card / Pamphlet in English & Hindi

Implementation stage are created keeping in mind the resources, reluctancy and desire to be implemented. It has been divided into 4 stages which needs to be implemented in a span of one year.

STAGE

Portfolio creation, Online presence on free platform like Facebook, Coroflot, Behence

STAGE 1 Re-branding is very much necessary in the case of this business. There is no particular visual language followed. Initial stage will be to create a logo. Next is re-design of visiting card and Pamphlet. These two are his primary source of marketing, but written in only one language i.e. Gujarati. To increase his consumer contact, other than localites, English version needs to be introduced. The expence occoured will be like earlier where he had to print new cards.

STAGE

STAGE 2 Portfolio creation - All work of Ramdev bhai needs to be documented and photographed by a professional photographer. These photos can be used everywhere like portfolio, website, online social platform, brochure, catalogue, etc. This will help him pitch business. Online presence - Using his photographs, he can target online free portfolio sites like coroflot, beehence. This will increase his online presence. Here the cash expence increases to hire a photographer.

STAGE

Brochure / Catalogue, Website

STAGE 3 Brochure / Catalogue - The photographs can be further used to create brochures / Catalogues. This will help him reach his target customers, and brochure will help in brand building. Website - The modern way of showcasing about yourself. Website defenitely helps in publicity. The expence occoured will be very high. Website designing and Broucher printing will cost anything around 10,000 - 15,000 Rupees.

Gallery show, Studio setup (on rent)

STAGE 4 This stage will all depend on success of first three stages. Gallery shows will help him get more exposure and direct contact with clients. A gallery show can cost anything around 11,000-15,000 Rupees for 3 days. Setting up of Studio will give him space to create bulk orders. He can even hire helpers and setup a proper studio. This space can also be used for training students and professionals. The expence will be 8,000 Rs every month.

RE-BRANDING RE-DESIGNING This is the present design of visiting card and pamphlet. He distributes them among his customers and anybody who visits his stall. The card as well pamphlet both have excess information about his skills. The task is to re-design logo, visiting card and pamphlet in other language too like English.

LOGO IDEAS

RajRatnaKala RAJ RATNA KALA

RAJ RATNA KALA

VISITING CARD Ramdev K Surviya

(Artist)

+91 88665 20910 +91 98245 03488

Ramdev K Surviya

(Artist)

Address: Jogmaya nagar, near Veljibhai Kuwa, Motera stadium, Sabarmati, Ahmedabad

+91 88665 20910 +91 98245 03488

Address: Jogmaya nagar, near Veljibhai Kuwa, Motera stadium, Sabarmati, Ahmedabad

Specializes in:

Art (Sculpting, Sketching, Painting, Craft, Installations) Art Training (to students and professionals) Horse Riding, Archery Art of Defence (Sword fighting, Lathi-baji) Puppetry & Theatre

Specializes in:

Art (Sculpting, Sketching, Painting, Craft, Installations) Art Training (to students and professionals) Horse Riding, Archery Art of Defence (Sword fighting, Lathi-baji) Puppetry & Theatre

Shri. Ramdev K Surviya (Artist) Mobile: +91 88665 20910, +91 98245 03488; e-mail: rajratnakala@gmail.com Address: Jogmaya nagar, near Veljibhai Kuwa, Motera stadium, Sabarmati, Ahmedabad

Contact:

and professionals the art of dramatics, mimicry, etc.

Puppetry & Theatre - Create mask and costume for stage perforamce. Also train students

Art of Defence (Sword fighting, Lathi-baji)

according to your comfort.

Archery - Training in use of Bow and Arrow. Can customize and create Bow and Arrow

Horse Riding - Horse riding and Horse breeding

any age).

Art Training (to students and professionals) - Classes can be conduced for 1 - 5 hrs in a day. The batches will be divided into two groups, Batch A (5 - 10 year old student), Batch B(11 - to

Craft (Bamboo art, Paper pulp, Rangoli), Installations (Out of junk)

Art (Sculpting using medium like Clay, Plaster of Paris, Cement, Sand, Sketching, Painting,

Specializes in:

SPECIAL TRAINING CLASSES ON ART & ACTIVITIES

PAMPHLET

CONCLUSION

The project was an integrated learning, which combined all aspects of Design Management. The stages followed gave us clear idea on use of different Design Management tools. The experience to work one-on-one with Ramdev Bhai in developing his business gave us lot of clear understanding on how a micro/small business face day-to-day challenge to survive in a competitive market. Especially in present scenario where corporate try to penetrate the retail sector and exploit micro / small business. An important learning in this module has been to categorize a large amount of data into frameworks and follow a process to analyze it and find solutions through it. The Research methodology helped us segregate pool of data into segments of observations. It helped us understand the seller, buyer and market very well. By following the research method practically, we learned the method of interviewing, user survey, psyche interpretation, story telling and validating any decision that are made. The most important element of any business or service is the value that a customer gets from the seller. If the seller is not providing the value his customer perceives, he is bound to face failure. To understand more about value, we learned about The Business Model Canvas tool. The Business Model Canvas is an impressive tool to quickly access the ten most important facets of business. Its gives us a holistic view of business model. We learned how to apply our findings into a business model, experimenting with our ideas and proposing solutions. As design managers, my emphasis was on providing short-term changes with a focus on creating more customer segment and relationship with his business, and providing insights / advantages and filling up of gaps. And applying design thinking for finding solutions. Hence, the knowledge gained from this module will be of immense help in the future as design managers.

BIBLIOGRAPHY

WEBSITE http://www.personadesign.net/en/forrester/report_23.html http://www.sculptor.org/Sculptors/Industry/business.htm http://ccrtindia.gov.in/importantwebsites.htm http://www.artsbusinessinstitute.org/category/blog/marketing/ http://www.creativesculpture.com/memorial.html http://www.worldscientific.com/doi/abs/10.1142/S0218927512500071 http://www.fidelisartprints.com/?p=7426 http://jpwilliam.wordpress.com/2011/04/21/what-is-a-buyer-persona/ http://www.artbusiness.com http://www.artbusiness.com/servicespecs.html http://www.sculptor.org/Books/Default.htm http://www.artsbusinessinstitute.org/marketing-guide/ http://www.artbusiness.com/artists.html http://artsandbusiness.bitc.org.uk/research http://artsandbusiness.bitc.org.uk/case-studies-ab?case_study_key=&&&&page=2 http://www.artsbusinessinstitute.org/blog/selling-art-to-the-funerary-market/ http://creativesculpture.com/blog/ http://artindiamag.com/quarter_02_02_13/previous_issues.html http://ccrtindia.gov.in/modernindiansculpture.htm http://www.indian-sculptures.com/about-us.html http://www.ngmaindia.gov.in/sh-modern-sculpture.asp http://artradarjournal.com/2010/12/22/3-indian-and-2-chinese-artists-in-top-10-for-sculpture-auction-revenue-artprice/ http://www.artmarketinsight.com/en/09/09/14/Indian+contemporary+art+%3A+the+podium BOOKS How to Survive and Prosper as an Artist, 5th ed.: Selling Yourself Without Selling Your Soul by Carolls Michels Business Model Generation, writen by Alexander Osterwalder & Yves Pigneur Blue Ocean Strategy, by W. Chan Kim and RenĂŠe Mauborgne

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Arvind Sethia 2012-2014 Strategic Design Management National Institute of Design M- +91 95749 90422 @ - arvind_se@nid.edu