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
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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