Design project-1 (Small Business Development)

Small Business Development

DESIGN PROJECT -1 By: Atul kumar Project Guide: Bhavin kothari Bhaskar Banerjee Sridhar Rayeli Radhi Parikh

NATIONAL INSTITUE OF DESIGN 1

Content Acknowledgment Design Project Brief Design Project Process - Primary Research - Secondary Research Business Selection Business Profile Business Model System Map (Existing Business Model) Shadowing - Issues - SWOT Analysis - PESTEL Analysis

- Political

- Economic

- Social

- Technological

- Environmental

- Legal Insights - Opportunity Mapping Recommendations Sustainable Business Model Value Chain Analysis (New Business Model) My learning Way Forward References 2

Acknowledgement I would like to take this oppourtunity to thank Mr. FAROOQ QURESHI for the tremendous contributiona and support without which my project would have not been completed .

I am also grateful to my project guide Mr. Bhaskar Benerjee, Mr. Sridhar Rayeli, Mrs. Radhi Parikh, Mrs. Deval Kartik who without his /her for her valuable insight and guidance,hence this project would have not been completed . I would also like to thank Mr. Bhavin Kothari for guiding the project and giving us holstic approach and insight for the project. I would also like to thank all my SDM batchmate arvind, vineet, shweta, sanchi, asmita, kartika, milind, kunal, partiv, ankita, smita, romel, sudharsana, shilpa for their support and input through out my design project.Last but not the least i would like thanks my family for their continuous support.

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Design Project Brief Choose an unorganized business,understand and create a new model to develop the business

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Design Project Process

Secondary research primary research

Business profile

Business selection

Business model

PESTEL Shadowing Analysis SWOT Analysis

Value Chain System map Recommendation Analysis

Insight

Opprtunity Mapping

New business model

Project Brief

Customer values work conceptual Internet mapping Data

Analysis skill Reference potential willingness Direct approach Name Observation Age picture Education Work Experience

Tool and Technique

Analysis

Poltical Economical Social Technological External Legal

New oppourtunity area Existing model

System mapping

Marketing Service Technology Branding New market

Operation Sales Marketing Services

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PRIMARY RESEARCH

Customer segement

Coneptual mapping

Value analysis

work

BUSINESS

Lorry wala Ice lorry Sign board

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workplace

Customer Businessman

Painting info -graphics

CUSTOMER

ICE LORRY - JUICE LORRY - SIGNBOARD - NOTICEBOARD-NUMBERPLATE- WALL PAINTING 7

CONCEPTUAL MAPPING

Unorganised Direct approach

Road site

By reference

Old technique 8

Good relationship with customer

VALUES COMMUNICATION AFFORDABILITY

DEXTERITY

Values of customer ETHICS

RELATIONSHIP

CUSTOMIZATION PROXIMITY

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VALUES

PUNCTUALITY

EXPERIENCE

FAITH

Values of Businessman LOYAL

CUSTOMIZE DILIGENT 10

TRUST

WORK Oil Painting

Exhibition at :Lalit kala academy contemporary art gallery Investment : 60,000/- Rs

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WORK

client : job work price : 1000/-per piece of work

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Thermocol work

WORK

on school wall infographics for school work income : 70,000/Duration : 1 month

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SECONDARY RESEARCH

About ahmedabad

BUSINESS

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Internet data

Research

Ahmedabad (also Amdavad), originally known as Karnavati, is the largest city and former capital of the Indian state of Gujarat.The city is the administrative headquarter of Ahmedabad district and is the judicial capital of Gujarat as the Gujarat High Court is located here. With a population of more than 5.8 million and an extended population of 6.3 million, it is the fifth largest city and seventh largest metropolitan area of India. Ahmedabad is located on the banks of the River Sabarmati, 32 km (20 mi) from the state capital Gandhinagar.Though incorporated into the Bombay Presidency during British rule, Ahmedabad remained one of the most important cities in the Gujarat region. The city established itself as the home of a developing textile industry, which earned it the nickname Manchester of the East. The city was at the forefront of the Indian independence movement in the first half of the 20th century and the centre of many campaigns of civil disobedience to promote farmers’ and workers’ rights, and civil rights apart from political independence.

The city has large populations of Hindus, Muslims and Jains, and these cultures are preeminent in the city, with their religious festivals and cuisine dominating the city’s culture. Cricket is a popular sport in Ahmedabad, and the Sardar Patel Stadium is situated within the city.

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INTERNET DATA

Online Marketplace For Indian Artisans MyMela is a recently-launched web site that serves as an online marketplace to showcase and sell the work of Indian artisans. MyMela works in tandem with Asha Handicrafts – a Mumbai-based not-for-profit making organization working to promote Fair Trade and Fair Trade practices. It’s a concept based loosely on the lines of Aid to Artisans where a-list designers work with artisans to help them scale their business and provide more accessibility to their art. The website has been started by Navroze S. Mehta. While MyMela is the online platform for selling the handmade products, Asha Handicrafts is responsible for identifying the skilled artisans to create the product range. We checked and the prices are in US Dollars, and shipping is available only for the US market. Remember that Exclusively.in was also begun primarily targeting the US market with Indian products.

User Experience: In terms of user experience, the

site is easy to navigate through. The products are segregated on the basis of Price, Recipients and Occasions and one can even pick up gift vouchers from the site. There is also a link to the blog for those who are more interested in knowing more about the site.

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Indian Street Art: Meena Kadri

Art doesn't have to be confined to canvases, as we have already seen here on SHP. In India, it assails you in a burst of colourful advertisements hand painted on walls, temples, doors, store signs, behind trucks(look up at the SHP masthead please!), rickshaws and so goes the list. Any fan of typography would have found paradise!

Today, I bring to you one of the most gorgeous set of photos on Indian street art that I have come across in my hours of trawling Flickr.

The photographer, Meena Kadri has donned many hats. With an undergrad in anthropology and Masters in design, some of her hats have included graphic designer, creative director, teaching design across the globe- including a stint at India's prestigious NID. Here are some more of his favourite images from her various sets on India, including the Mahalaxmi Dhobi Ghat, Uttarayan Kite festival, Backview Bollywood and the Streets of India.

INTERNET DATA

street awash with colourful stories India's vibrant street art, preserved one byte Art

By Nirmala Govindarajan, BANGALORE: Vibrant with landscapes, abstracts, portraits, knife-etched at a time renditions and visual extracts from dried coffee bean,KumaraKrupa Road Hand-painted signs with unique lettering and designs decorate everything from bicycles to buses, from small shops to the sides of whole buildings.

For years, however, they have slowly been disappearing, replaced by computer-printed versions - less imaginative, but faster and cheaper. Now a graphic designer is harnessing that same computer power to preserve the art of skilled street painters across India by digitising their typefaces.

"When this started disappearing from the streets, I realised we were losing a part of our street art culture," says Hanif Kureshi.

Mr Kureshi, 30, runs Hand Painted Type, which is dedicated to preserving those unique fonts by making them available online. When he sells them to clients, half the money goes to the artist.

The art director of an advertising agency, Mr Kureshi lives in Delhi but grew up in Talaja, a small town in Gujarat, and has been always fascinated by Indian street signs.

It was on his holidays as a child to the city of Ahmedabad, in Gujarat, that he had his first brush with street-art painters. This was where he met an artist, who called himself Painter Salim, designing car licence plates. "For four days, I would just sit at his shop and watch. It was an unspoken internship.

“I gave these signs the 3-D effect, and used neon colours,” he recalls with pride.

Soon word spread. His work was in demand. Four years ago, when Mr Ahmad was 23, he used to work until 1am painting two or three boards, sleep at a juice shop and, during the day, head to school for his fine arts degree at the Jamia Milia University in Delhi.

Life was good. He was one of a handful of sign painters in Delhi and he designed up to 1,000 boards a year.

was awash with artistic expressions in real and dream time.

Hosted by the Karnataka Chitrakala Parishath, the Chitra Santhe on Sunday drew people of all kinds, young and old, artistic and otherwise. And they walked into the artist's world, to discover, internalize and eternalize their renditions, as they took back paintings and sketches to match the attitude of their homes.

In tandem with this larger-than-life indigenous artistic sensibility, artist Gubendhiran Kuberan from Pondicherry displayed paintings of people and the sea, interlinked not by straight lines and curves, but by myriad fish, swimming with the tide to complete the tale. “I come from a fishing family and find the fish to be an independent animal,” said the painter, who also connects to his roots to construct sand sculptures back home in Pondicherry.

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BUSINESS SELECTION Criteria to choose unorganized business: Creative business Skill based Willingness to improve the business Potential to implement the recommendations

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BUSINESS PROFILE Firm name

Farooq painter

street address

T/2 Khatun apartment, mirzapur ,ahmedabad

mobile

09375197511

Email

no

Website

no

Medium

oil,water,thermocol

Service type

jobwork

Business area

mirzapur

Service competitive skill

Number plate,Signboard,info-graphic in school, home interior different material/medium

Certification

nil 19

BUSINESS MODEL: Current business THROUGH REFERENCE New client skill,quality, price, experience, trust

ch

oa pr p A

Previous client

JO B

W OR K

Farooq bhai

New client THROUGH DIRECT APPROACH

CT DIRE

Farooq bhai

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OACH APPR

EXISTING BUSINESS MODEL vision product and services worker

To expand his business number plate,signboard,infographics school,home interior nil

Business model partner Material

colourshop,stationary shop,carpenter, colur,brush ,stationary

cost sturcture

inventory,colourpaint,brush

Distribution channel

communication, self delivery

Marketing

word of mouth, local network good relationship with customer self- service , personal assistance .

Customer service

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SYSTEM MAP:EXISITING BUSINESS MODEL Carpenter

Stationary

Mirzapur

Lalit kala academy

Colour shop

Place

contempory art gallery

School

KEY PARTNER

Signboard

CONTENT

EXHIBITION

Lorry wala Personal Delivery

GROUP OF PEOPLE

self service

Autorickshaw

SERVICE personal assistance

FAROOQ BHAI

info-graphics

PAINTING

school

Design kirna shop

signboard

Notice board

CONTEXT FAMILY DIRECT COMPETITION

Wife

Numberplate

Design

Two kid Local painter

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local printer house Good relationship with customer

Local network Word of mouth

Bike Autowala

Lorry wala

MARKETING

shop

Info- graphics

SHADOWING Carefully observe real- life situation for a set amount of time to understand how people behave within a given context.

This method can help to uncover the reallity of what people really do -as opposed to what they say they do

Good realationship with customer No new technology Old technique to paint People come by reference Marketing : word of mouth Small shop (8 feet by 4 feet)

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SWOT ANALYSIS : BUSINESSMAN

SWOT Analysis is a useful technique for understanding your strength and weaknesses,and for identifying both the opportunities open to you and

` STRENGTH Experience in this field almost 32 years work with different mediumand material good realtionship with the customer

OPPORTUNITIES

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WEAKNESSES Highly dependent on manual skill Not exposed to new technology Lot of skill but not able to express through right channel

THREATS

collaborate with local painter to expand network

New emerging market

Exploit social media and communication for business

Local painter

can explore new market / project

New technology

PESTLE ANALYSIS : BUSINESS

PESTLE Analysis is a simple and widely used tool that help you analyze the Political ,Social-culture, and technologicalchange in your business environment.This help you understand the big picture force of change that youre exposed to and from this take advantage of the oppourtunities that they present .

POLITICAL

ECONOMIC

No business policy as such from govt to help and grow business No local pressure group

No disposable income/no distribution channel cost of resource increased

No funding,grant and initiative from govt

Not globalized business

SOCIAL

TECHNOLOGICAL

Consumer attitudes and opinion have changed Lifestyle and new trend have affected the business

No technological knowledge

No advertising and publicity

No other mode of advertising

No online business

Political, Economic, Social and Technological analysis

consumer buying pattern have changed

LEGAL No such legal law directly connected to business ( consumer law, anti -trust ,)

OTHER EXTERNAL FACTOR Help in employment and also in creating awareness tourism can greatly influence business 25

INSIGHT

: Insight is the understanding of a specific cause and effect in a specific context.

Look new ways of service / channel to market himself He can learn computer to expand his business He can look into new market ( move out from his palce) also look into project He can tie up with local painter Try finding new exhibitor for his work Look into new tool and machinery Develop own style of typography

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OPPOURTUNITY MAPPING

Exhibition

Street exhibition Art gallery

Developing Kitsch new typography work online business

Social media Website Onile selling

Create own typography style

Trucks Auto Temple Store wall

Mural painting

On wall Bamboo product On canvas

Tie up with colour Shop empourium company

Nidus Asian paint House of mg local colour blossom art galley

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RECOMMENDATION He can learn new software so that he can take new project and can expand his business He can look into marketing through social media and other mode of online business He should look for some local exhibitor who can help him to sell his painting He should look into local area in an around Ahmedabad like ( sunday market) He should look into new tool and machinery in the market which can help him to expand his business and reduce working time He should develop and market his own style of typography Look into re.branding - visting card, brochure,portfolio

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SUSTAINABLE BUSINESS MODEL

WHAT IF he try to work on overall re-branding of his business?

WHAT IF he sell his product to store/Emporiumor to exhibit at art gallery?

WHAT IF he try to explore new style of typography?

WHAT IF he try to do street exhibition?

WHAT IF he try to explore product innovation?

Nidus Blossom Portfolio visiting card marketing service

Art gallery gallery street exhibition

brochure

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EXISTING BUSINESS MODEL SYSTEM MAP Carpenter

Stationary

Mirzapur

Lalit kala academy

Colour shop

Place

contempory art gallery

School

KEY PARTNER

Signboard

CONTENT

EXHIBITION

Lorry wala Personal Delivery

CUSTOMER SEGEMENT

self service

Autorickshaw

SERVICE personal assistance

FAROOQ BHAI

info-graphics

PAINTING

school

Design

Design input kirna shop

signboard

Notice board

CONTEXT FAMILY DIRECT COMPETITION

Wife

Numberplate

Design

Two kid Local painter

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Local network

local printer Good relationship house with customer Word of mouth

Bike Autowala

Lorry wala

MARKETING

shop

Info- graphics

workable or not

LONG -TERM BUSINESS MODEL WHAT IF he try to do exhibition?

Approach

Newness

customer experience

Value proposition High class

Service Middle class

Lalit kala academy

Nidus contempory art gallery

EXHIBITION

customer segement

Local personal assistance

Networks

GALLERY

Real customer represenatative

co-creation

Blossom

Customer-vendor relationship

Service No charges /Free

colloborate with local street painter

Marketing

Media

space

STREET ART Social media /website

Sunday market

word of mouth print media

FAROOQ BHAI

Local courier

Channels Key partner

Awareness

Event manager Designer Planner

Blog

This platform will help him to recover his lost faith and also will help him to understand the need of the customer

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SHORT-TERM BUSINESS MODEL WHAT IF he try to work on overall his business?

Re-Branding of

Newness

Approach

customer experience

Value proposition nice customer

Service

new customer

Portfolio Marketing

customer segement

visting card

Local customer

Brochure

Service

old customer

co-creation

Service

Business

RE-BRANDING

personal assistance

Automated service Personal online profile

Marketing

Media

Social media /online website print media

FAROOQ BHAI

Local printers

Channels Key partner Printing Designer

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word of mouth

Marketing/ Distribution

Awareness

Blog

VALUE CHAIN ANALYSIS : FOR ART GALLERY A value chain is a chain of activities that firm operating in specific industry perform in order to deliver a valuable product or service for the market

old customer new customer nice customer

Local customer

Finishing goods

customer segement

print media word of mouth

colouring Framing

Operation

packaging

ca

other work

Blossom

Drying

Help him to get raw material/ other work

Distribution Channels

EMPLOY WORKER

Marketing

Social media / website Blog

Sales Support

Lo

Get raw material

lp He

ier

Painting

oil painting

lc ou r

FAROOQ BHAI

Painting

Service

Key partner

Event manager

personal assistance

Designer

Planner

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MY LEARNING : FROM THE PROJECT Learned to connect the dot and the other factor which are important for the Business ( like primary and secondary research) Learned about business model and also developing new business model for the exisiting Business Learned what are the other factor and issue invovle when you try to expand or improve any Business Learn to integrate the small- small chain of component which are important for the Business (undersatnading the value chain analysis) Learn to find out the gap and coming up with oppourtunity mapping for the New Business Started learning the application of thinking in terms of new business development and also analysing it

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WAY FORWARD Looking forward to take my New Business Model and explore the oppourtunity and try to implement and test in the given scenario.This will also help me to test my ability and my design solution for the business . sometime you learn new things while doing and testing out

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Reference http://www.indianexpress.com/news/websites-to-help-small-artisans-expand-market-bypass-middlemen http://www.youthkiawaaz.com/2012/05/condition-of-artisans-in-india/ http://www.medianama.com/2011/09/223-mymela-marketplace-india-loans/ http://articles.timesofindia.indiatimes.com/2013-01-28/bangalore/36595231_1_colours-coffee-bean-artistic-expressions http://www.handpaintedtype.com/ http://streetpainters.wordpress.com/2012/03/20/bobby-salim-farooq-and-ramesh/ http://www.houseofmg.com/ahmedabad-crafts.htm http://www.thenational.ae/news/world/south-asia/indias-vibrant-street-art-preserved-one-byte-at-a-time http://ilovetypography.com/2012/04/06/type-camp-india/

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