Stage 2 by Callum Williamson

GREEN SPACE Designs SIMPLY NATURE!

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GREEN SPACE Designs SIMPLY NATURE!

Stage Two Report Nottingham Trent University Fashion Marketing & Branding Callum Williamson Word Count: 8,858

ETHICS CLAUSE This submission is a result of my own work. All help and advice has been acknowledged and primary research and secondary sources of information have been properly attributed. Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the Universityâ&#x20AC;&#x2122;s regulations on assessment contained in this body of work. Signed: Callum Williamson Print Name: Callum Williamson Date: 17th May 2020

Acknowledgements Firstly I would like to thank all NTU staff for supporting me during my time on the course. I have learnt an extensive amount of knowledge over these years and I am exceedingly grateful for each and every staff member. However, I would like to give a special mention to Dr Naomi Braithwaite for supporting me throughout the process of producing this report and my final year and NTU. I would also like the extended my gratitude to my family and partner for supporting me and encouraging me throughout every single step of my journey on this course, especially during these difficult and unprecedented times in which I have concluded my degree at NTU.

Contents page CHAPTER ONE INTRODUCTION RATIONALE AIMS AND OBJECTIVES METHODOLOGY

CHAPTER FOUR 1 2 4 5

CHAPTER two STAGE ONE REFLECTIONS THE PROBLEM OPPORTUNITY PLATFORM IDEA GENERATION IDEA GENERATION TABLE MICRO TRENDS CONCEPT TESTING

9 10 12 14 15 17

CHAPTER tHREE BRAND OVERVIEW BRAND OBJECTIVES BRANDING LOGO COLOUR SCHEME FONTS KAPFERERâ&#x20AC;&#x2122;S BRAND IDENTITY PRISM BRAND PHYSIQUE PERSONALITY RELATIONSHIP REFLECTION SELF IMAGE GREEN SPACE DESIGNS OFFERING SPECIFICATIONS MAINTENANCE THE BUSINESS MODEL

22 23

INTRODUCTION MARKET OVERVIEW GLOBAL WELLNESS MARKET CORPORATE WELLNESS MARKET WELLNESS ARCHITECTURE PESTLE ANALYSIS COMPETITOR ANALYSIS SWOT ANALYSIS MARKET READINESS

40 40 41 43 45 48 49

CHAPTER Five INTRODUCTION CONSUMER SEGMENTATION CONSUMER PROFILES YEAR ONE OBJECTIVES YEAR ONE STRATEGY YEAR TWO OBJECTIVES YEAR TWO STRATEGY YEAR THREE OBJECTIVES YEAR THREE STRATEGY

24 25 27

CHAPTER SIX

30 30 30 31 31

INTRODUCTION AIDA & DRIP OBJECTIVES COMMUNICATION MATRIX YEAR ONE STRATEGY MARKETING TIMELINE KEY PINPOINTS

33 33 36

53 54 56 58 59 62 64 66 67

71 72 76 77 80 87 88

CHAPTER SEVEN MARKETING BUDGET RAISING CAPITAL STARTUP COSTS STARTUP COSTING SALES FORECAST PROFIT & LOSS CASH FLOW SENSITIVITY ANALYSIS

91 92 93 93 94 95 97 98

CHAPTER eight RISK ASSESMENT FUTURE GROWTH ANSOFF MATRIX CONCLUSION

101 103 104 106

CHAPTEr nine REFERENCES BIBLIOGRPAHY IMAGE REFERENCES

107 115 125

introduction introduction introduction introduction introduction introduction introduction introduction introduction introduction introduction introduction introduction introduction introduction introduction introduction introduction introduction introduction introduction introduction

CHAPTER ONE Introduction Rationale Aims and Objectives Methodology

Introduction

This body of work aims to present an in-depth outline and analysis for Green Space Designs (GSD), a commercial interior design service that aims to tackle the growing epidemic of mental and physical well-being in the modern built environment. The report will be inclusive of branding, business overview, brand strategy, market analysis, a three year communications plan, and business management (Finances). Formulated as a result from the key insights from stage 1, the business plan for this report has taken inspiration from insights that explored further into how a business concept can be developed in order to incorporate experiences which are able to stimulate the sense and ignite positive emotions. Furthermore, extensive research has been carried out that explores the issues of ill well-being in modern society, but also how architecture can be used in order to enhance the well-being and productivity of individuals through the implementation of biophilic design.

RATIONALE In recent years employee well-being has become a crucial topic for businesses to address. Of particular importance is how are businesses attempting to tackle the growing issue surrounding employee well-being? A key issue for businesses to address is that individuals are ‘sinking’ under pressure in conjunction to work related issues. Employees are now working longer hours, attending work when sick and overworking which often leads to individuals working less than their full capacity, resulting in a decline in productivity. (Tottle, 2020) It is clear that mental and physical ill health has developed into one of the largest challenges faced in the workplace. This has caused conditions such as stress, depression, anxiety, and obesity to cost the UK economy almost £35 billion each year (Centre of Mental Health, 2017) and account for the loss of over 70 million working days. (Webber, 2020) However, while the shift towards a healthier and happier workplace is clear for the future, it’s apparent that workplaces are taking advantage of architectural advances and focusing on incorporating biophilic design within commercial spaces. Biophilic design is an architectural concept that seeks to connect our inherent need to affiliate with nature in the modern built environment. (Kellert, 2015) With urbanisation constantly increasing, in 2014 it was estimated that nearly 4 billion individuals lived in cities which is expected to approach 70% of the world’s population by 2050, causing the modern built society to have a huge disassociation from nature. (Beatley, 2016) This is where the business concept aims to tackle the issues of well-being in the workplace, and reconnect individuals with the natural environment. Green Space Designs is a concept that focuses on renovating office spaces to improve employees’ physical and mental well-being through the implementation of biophilic design, by increasing individual occupant connectivity to the natural environment through the use of nature.

AIM AIM AIM AIM AIM AIM AIM AIM AIM AIM AIM AIM AIM AIM AIM AIM AIM AIM

AND AND AND AND AND AND AND AND AND AND AND AND AND AND AND AND AND AND

OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES

AIM AIM AIM AIM AIM AIM AIM AIM AIM AIM AIM AIM AIM AIM AIM AIM AIM AIM

AND AND AND AND AND AND AND AND AND AND AND AND AND AND AND AND AND AND

OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES

AIM The overarching aim of this report is to outline a plan that will ensure the successful launch of Green Space Designs, into becoming an innovative leader within the architectural and commercial design market within the Midlands.

OBJECTIVES 1.

To develop an in-depth insight into the current state of the commercial design market in order to understand how Green Space Designs can adapt to penetrate the market and become an immediate competitor.

To successfully devise a marketing & communication strategy that actively engages businesses to understand what scientific benefits are cohesively aligned with nature and the built environment to improve well-being.

To have created a business concept that successfully tackles the ongoing issue of mental and physical well-being within the workplace, by providing an innovative service that provokes the importance of the use of direct and indirect nature within modern society.

METHODOLOGY Research Method

Online Survey

Instagram Polls

Sample Group

Rationale

Due to the impact of COVID-19, the limited amount of The aim of this survey respondents meant was to understand that the data collected the different views from the survey may be that individuals have classed an insufficient. on the concept of 68 However, it increased biophilic design, but Respondents aged the confidence on the also whether the 18-65 longevity of the concept business concept has with respondents the potential to be displaying a keen successful and gain interest within a concept positive feedback that aims to tackle the amongst office workers. issues of ill well-being in the workplace.

77 - 83 Respondents aged between 18-25 based on my personal Instagram following.

A series of multiple Instagram polls were conducted as means of understanding if millennials found that surrounding themselves around nature increases their productivity, but also if their surrounding environment has an impact on their work result. Furthermore, the polls were conducted in order to understand if millennials were influenced to start a new job in an office that incorporated biophilic design, and also if they feel biophilic design encouraged individuals to be more productive and creative.

The limitations endured with this method were predominantly tied to the constraints of time, restricting the quantity of responses. Furthermore, the data collected from the polls isnâ&#x20AC;&#x2122;t entirely representative of the preferences of businesses in relation to the service offered by Green Space Designs, as some respondents have limited experienced within working in an office environment, but also may have no recollection of the concept of biophilic design.

Throughout the body of work primary and secondary methods were utilised to ensure a formulated strategical plan and market analysis, as a means of assessing Green Space Designs feasibility as a business. During the project a mixed method triangulation approach (See Appendix, Fig 1.1), which can be defined as bringing a range of different methods together such as qualitative and quantitative data in order to gain information to form GSD scope for success upon entry to the market (Muratovski, 2016, p.39). Insights produced from these methods have specially formed every aspect of brand development, strengthening Green Space Design USP and brand identity.

Research Method

Email Interview with Matthew Ellis-Mather

Secondary Research

Sample Group

Rationale

1 Respondent (Managing Director at Ellis Mather Group and Magnet Expert)

This email interview was conducted to understand if Green Space Designs has the desirability amongst potential consumers, by understanding if there is an interest in biophilic design, views on biophilic design, itâ&#x20AC;&#x2122;s potential impact on employees, and whether it would be a service that would be worthy of investment. Additionally, questions were asked to understand more about the main types of marketing and communication channels used throughout their companies strategies in which deem most effective in order to engage and drive sales.

Similar to the online survey, COVID 19 limited face to face interaction of interviews. Therefore email interviews presented various limitations such as; harder to delve deeper into an question, unable to clarify the answer if required, may misunderstand the point of the questions, unable to judge emotions, and answers can become quite vague.

Reports, Books, Journal Articles, Blogs, Websites, Trend Databases and lectures.

A disadvantage of secondary research is down to not knowing Secondary research how the data was was employed to collected and to what inform sections such extent the original as market analysis, research went to business strategy, ensure validly or quality communications plan of the data (Foley, etc. as a means of 2018). Moreover, these assessing how Green resources were absent Space Designs can of many limitations, due enhance as a business to them being selected to establish its success. based on their relevance and reliability to the project.

The The The The The The The The The The The The The The

Opportunity Opportunity Opportunity Opportunity Opportunity Opportunity Opportunity Opportunity Opportunity Opportunity Opportunity Opportunity Opportunity Opportunity

The The The The The The The The The The The The The The

Opportunity Opportunity Opportunity Opportunity Opportunity Opportunity Opportunity Opportunity Opportunity Opportunity Opportunity Opportunity Opportunity Opportunity

CHAPTER TWO Stage One Reflections The Problem Opportunity Platform Idea Generation Idea Generation Table Micro Trends Concept Testing

STAGE ONE REFLECTIONS The concept for stage two has emerged from research that was obtained through the first stage of this project. The conceptual idea originated from the secondary research that was finalised within the literature review. This found that multiple colours, lights, textures and connections with nature has a significant impact on our satisfaction levels through the brains psychological process causing feelings of euphoria. (Stage one, Page 16) Additionally the idea was also developed through key insights that were collected through primary research from stage one. From the primary findings of stage one it was expressed that individuals felt happiest when relaxed in the evenings in comparison to the mornings, where individuals had several negative correlations between having to wake up in the morning and attend work. With 52.9% of respondents from the online survey feeling unhappy in the morning in correlation to working, (Stage one, Page 69) it was noticed from the diary entry that participant 3 was considerably unhappy when having to attend work. (Stage one, Page 75) When asked further it was discovered that participant 3 worked in an office environment. From the findings and research conducted within the first stage of this project, the idea behind stage two was to tackle the issue of employee satisfaction and well-being at work through the power of nature.

THE PROBLEM Stage one highlighted that individuals in modern society are constantly seeking various ways to ignite positive emotions in order achieve long-term happiness in their social life and career. However, there is a noticeable divide between positive emotions and employment amongst a majority of employees. A report based on UK working lives issued by CIPD, reported that two in five UK workers are suffering from intense and stressful working conditions including feeling exhausted, resulting in work-related health conditions such as musculoskeletal, anxiety and sleep problems. (Wheatley, D., Gifford, J, 2019) Therefore it is necessary to acknowledge what factors can provide workplace improvements for employee well-being. Key insights from stage one and additional research clarified that the UK is facing increasing concern for mental & physical well-being amongst employees. These insights reveal a significant gap within the wellness architecture market: businesses are in need of a service that actions the issues surrounding well-being in the workplace, by increasing employee satisfaction rates therefore reducing stress and boosting cognitive performance.

Opportunity Opportunity Opportunity Opportunity Opportunity Opportunity Opportunity Opportunity Opportunity Opportunity

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idea generation

During the process of idea generation, it was pivotal to construct multiple streams of potential business opportunities in order to communicate the leading scenarios. The opportunity insight template demonstrates the business opportunities that were singled out from the insights formed from stage one. (See Appendix, Fig 2.1/2.2) The insight, solution and what makes it different would form together to act as a touchpoint for the finalised business inspiration. It was crucial to investigate what negatives and positives would emerge from the potential business opportunities in order to find the leading scenarios for stage two. The table below demonstrates how the idea generation has developed in order to finalise the business opportunity that would be the core focus of the project.

idea generation table

IDEA ONE During the initial stages of research for the idea generation, it was originally articulated that a B2B / B2C business model that accounted for business travellers to be able to work remotely within airports could possibly have the potential to become successful. The emerging concept would take into consideration what the common issues were that business travellers encountered whilst travelling. When further insights were being carried out it was detected that 87% of travellers mentioned factors such as stress, long transit times, delayed transport, locations and a hostile work environment had a contributing impact on their business result. (BeepnBook, No Date) Therefore business travellers were in need of a service that aided concentration by providing an inspiring space to work before flights. As a result, this sprouted the idea of a service that provided travellers to rent out small biophilic pods to be able to work remotely while still obtaining the benefits of biophilic design. However, when further research was gathered it was noticed that businesses were not sending their employees overseas due to the uncertainty of Brexit, therefore seeing a decline in the market from 16,260 trips being taken in 2019 to potentially reaching the worst case scenario of 14,165 trips by 2024. (Vries, 2019) When this was recognised it seemed illogical to enter a market that has been forecasted to decline over the upcoming years with no sign of increasing.

IDEA TWO From additional research it became apparent that biophilic design is developing into a leading trend within the architectural industry that had been proven to relieve stress, anxiety and increased productivity amongst workers by 15% in comparison to workers with no exposure to the natural environment. (Steere, 2019) From then on it was necessary to carry across the biophilic design aspect through the idea generation towards the concluding concept for stage 2. When information was discovered that business travel was declining the focus of my idea shifted towards renovating offices. The concept generated from in-depth research surrounding the proportion of our lives that is spent indoors. It is estimated that 80% - 90% of our time is spent indoors and each year one fifth of our time is spent working. (Mangone, 2017) Along with this arises a variety of health conditions that is induced by being indoors and having no connection with the natural environment. Natural spaces are thought to serve as restorative environments due to their ability to effortlessly engage attention resulting in an uprise of improved well-being. In point of fact, nine in ten workers in offices that incorporate biophilic design also report improved well-being following the change. (Steere, 2019)

IDEA THREE When analysing competitors it became noticeable that office renovation can reach a high cost rate depending on size and specification. Oliver Heath came forward as one of the leading competitors within the UK market, situated in Brighton the concept behind the business is to produce research led sustainable architecture and interior design services that solely focuses on improving well-being within the built environment. (Heath, No Date) Renovation costs for a project undertaken by Oliver Heath could cost between ÂŁ5,250 to ÂŁ20.2 million (subject to requirements). (Heath, 2018) However, once financing costs demonstrated to be uneconomical, the concept of full scale office renovation service did not seem plausible. Nevertheless, the finalised idea would still have a core focus on improving well-being within the workplace. Instead the concept would focus on renovating small portions of offices rather than full scale restorations. Conclusively from research obtained throughout the idea generation it was pivotal that ill well-being is a pressing issue faced amidst employees. Therefore, resulting in a concept that uses biophilic design to help improve mental and physical well-being through the benefits attained through the natural environment.

MICRO TRENDS MICRO TRENDS MICRO TRENDS MICRO TRENDS Bringing Nature In! Architecture is beginning to move away from its preoccupation to create buildings that have a positive impact on mental and physical health. Emerging strategies ranging from increased plant life in offices are slowly demonstrating that the mindset of biophilic design is increasingly being introduced. (Smith, 2018) Most of our time is spent observing screens, and less involved with nature due to technological advances. Biophilic design addresses the issues by involving nature into the urban environment. By paying more attention to the quality of lighting, indoor air, sound level, and visual design, companies are now understanding the importance of the physical environment. (The United Workplace, 2020) Research carried out by Human Spaces found that workers reported feeling 15% more creative and 15% more productive when biophilic elements were introduced. (Geaves, 2019) Biophilic design is constantly gaining traction from professionals outside of the architecture and design communities in order to strengthen the populations connection with nature. Therefore we are reaching a time within society that biophilic design is becoming necessary to integrate within the enclosed environment. (Sterkenberg, 2020) As workplace demographics continue to shift, Millennials account for 50% of the workforce as of 2019, which is estimated to account for 75% by 2025. (Prossack, 2018) Due to this Millennials are often persuaded by a collaborative and missiondriven work environment when deciding on future employment. (Engstrom, No Date) Therefore, businesses are going to have to adapt to the concept of a creative and happier work environment if they want to focus on occupying and retaining employees. (Ahmad, 2018) For this reason the execution of biophilic design is forecasted to become a developing trend that businesses must acknowledge, due to the rise of increased concern with well-being amidst employees, but also the rise in a changing demographic for the future.

The Up-Cycling Revolution As eco-friendly materials continue to grow in popularity, sustainability and ethical practices have progressively shifted from a niche to a mainstream for modern design. Now more than ever we have evolved into a time where a collective number in society are becoming aware that something needs to change in the way we produce and consume goods. (Vinterior Team, 2020) As consumption converts from new to repurposed, up-cycling is a form of recycling that focuses on transforming unwanted materials into a quality, visually improved and valued products. (Donadel, 2019) Additionally, up-cycling repurposes up to 90% of existing materials but also cuts the cost of renovation projects from 30% - 70%. (Rokosz, 2020) With carbon dioxide levels in the earth’s atmosphere currently at 412 parts per million and rising. (Buis, 2019) Additionally, with 14 billion pounds of plastic discarded into the oceans each year, (Seastewards, No Date) sustainable consumption is at the forefront of any business model in the present day. Furthermore, up-cycling presents a huge shift within the commercial design industry as businesses are often looking to cut down on restoration costs, but also reduce unnecessary waste. Therefore establishing up-cycling as a fundamental trend that will reshape the commercial design market as businesses become increasingly aware of their carbon footprint and consumption of goods.

Technology Revolution With technology infiltrating every aspect of our lives, workplaces are having to adapt rapidly to new technology to implement better internal processes and increase productivity. (Isabel, 2019) The shift towards a tech-centric age is inevitable, new technologies such as internet of things (IoT), cloud computing, and smart building systems are creating a new demand for a significantly updated physical workplace to benefit employee well-being and allow for more personalisation. Research has predicted that 11.3 billion IoT devices will be in smart buildings by 2021, and 34% of those IoT devices will be installed in commercial office spaces by 2020. (Aruba, No Date) The IoT is described as a system of systems in which people, machines, devices, sensors and businesses connect and interact to enable the physical and digital world to merge. (Exler, No Date) Workplace design is continually evolving and integrating smart environments within commercial spaces to enable employees to create their ideal environment to maximise productivity and efficiency for businesses. (Memoori, 2017) Moreover, technology has defined itself as a major change that businesses must adapt towards to create an environment that employees can modify in aid of well-being and productivity.

concept testing

93% would say that

offices that incorporate biophilic design encourage employees to be more productive and creative. (See Appendix. Fig, 2.3)

96% of individuals find

that surrounding themselves with the natural environment has a positive impact on their well-being. (See Appendix. Fig, 2.3)

87% of individuals

would be more persuaded to start working in a new office environment if it incorporated biophilic design. (See Appendix. Fig, 2.3)

85%

would say their surrounding environment has an impact on their work result. (See Appendix. Fig, 2.3)

BRAND BRAND BRAND BRAND BRAND BRAND BRAND BRAND BRAND BRAND

DNA BRAND DNA BRAND DNA BRAND DNA BRAND DNA BRAND DNA BRAND DNA BRAND DNA BRAND DNA BRAND DNA BRAND

DNA DNA DNA DNA DNA DNA DNA DNA DNA DNA

CHAPTER THREE Brand Overview Brand Objectives Branding Kapfererâ&#x20AC;&#x2122;s Brand Identity Prism Green Space Designs Offering

GREEN SPACE Designs

Brand overview

Brand Overview GSD is a people led architecture and commercial design service focused on reconnecting individuals to the natural environment, whilst simultaneously improving health and well-being amongst UK workers. Green Space Designs’ human centred approach incorporates biophilic design principles to produce financial benefits to businesses, people, and the planet. The intention behind GSD is to improve well-being amongst workers in the UK, by creating inspiring commercial spaces that focuses on eliminating factors that impact overall mental and physical well-being. Strengthening the connection that we have with the natural environment is mandatory for GSD to deliver fundamental benefits that amplify the health and well-being within commercial spaces that result in increased performance, return on investment, and the well-being of individuals.

How We Improve Space! Biophilia takes a psycho-evolutionary approach and argues that since most of our evolutionary history was spent intimately living in and interacting with nature, the need to affiliate with the natural environment persists within individuals to this day. (Mangone, 2017) Therefore, key aspects of biophilia such as; improvement of natural light, incorporating natural materials, creating restorative spaces, and improving views onto the natural environment is an essential aspect for Green Space Designs to utilise. Subsequently, connecting individuals to the natural environment as well as improving the positive connection between humans and commercial spaces.

brand objectives

1. 2. 3.

To establish Green Space Designs as the first biophilic centred commercial design service in the East Midlands that focuses on improving the connection of humans and nature.

To actively educate the population of the East Midlands on the importance of biophilic design and how the architectural concept tackles the growing epidemic of ill well-being in modern society.

To secure over 10 renovation projects by the end of the first year of operation.

Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo GREEN SPACE Designs Logo Logo Logo Logo Logo Alternative Logo Logo Logo Logo Logo Logo Green space designs Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo Logo SIMPLY NATURE!

The single most important goal for a logo is to identify the person, product, business or service that you are designing for. (Paget, 2017) GSD logo is indicative of its sole purpose: to reconnect individuals to the natural environment in a modern built society.

This is reflective through the use of a mountainous landscape, indicating the importance of surrounding ourselves with nature and reconnecting to the natural environment to improve our mental and physical well-being.

colour scheme

GREEN SPACE Designs

R=35 G=68 B=89

R=88 G=140 B=111

Green has been used as the dominant colour for GSD due to its main use to represent eco-friendly organisations that revolve around landscaping and gardening, which represent nature and illustrates a calming effect whilst expressing growth. (Vastani, 2012) Like the sea, blue inspires a sense of calm, tranquility and spiritual awareness along with feelings of trust. (Tailor Brands, No Date) Additionally, blue is often linked with innovation and corporate business because it is productive and non-intrusive. (Artitudes Design, 2017)

colour colour colour colour colour colour â&#x20AC;&#x153; colour colour colour colour colour colour colour

scheme colour scheme colour scheme colour scheme colour scheme colour scheme colour scheme colour scheme colour scheme colour scheme colour scheme colour scheme colour scheme colour

scheme scheme scheme scheme scheme scheme scheme scheme scheme scheme scheme scheme scheme

The Colour Green affects the essential balance between mind, body and emotions. It is very reassuring, because green in the natural environment indicates healthy vegetation and therefore little danger of famine. It is also the most restful colour to contemplate, since it is in the middle of the spectrum and therefor requires no adjustments to look at it. Negatively, all the stillness and peace can feel stagnant. (Grigoriou, 2019)

FONT types FONT types FONT types FONT types FONT types FONT types FONT types FONT types FONT types FONT types FONT types FONT types FONT types FONT types FONT types FONT types FONT types FONT types FONT types FONT types FONT types FONT types FONT types FONT types FONT types FONT types FONT types FONT types FONT types FONT types

Cocogoose ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz A report based on the preference of curved visual objects found that sharp-angled visual objects stemmed from a feeling of threat, which was triggered by the sharpness of angular objects. However, round primitives convey warmth, softness, and comfort. (Bar, 2006) Therefore, the selected font style for the slogan portrays the simple message in a fashion that illuminates the projection of any feelings of threat and discomfort.

the skinny abcdefghijklmnopqrstuvwxyz The selected text for Green Space Designs heading is ‘The Skinny’. Tall fonts convey lightness and quickness, but also can be extended to metaphorical associations of aspiration and ambition. (Kolenda, No Date) Therefore, the style of the font will communicate the aspiration and ambition of GSD, effectively portraying the notion of how GSD can guide businesses to help better well-being in the modern built environment.

Brand identity prism

Brand Physique Mission To develop healthier workspaces by reconnecting individuals back to the natural environment through the utilisation of biophilic design. Vision Green Space Designs aims to become an innovative leader within the commercial design market in the East Midlands that encourages businesses to understand the importance of the use of direct & indirect nature to benefit employees. Essence Simply Nature! Green Space Designs essence is the biggest significant aspect of their persona. It articulates the purpose and exemplifies the values, certifying that Green Space Designs stays as authentic possible.

Personality Personality Green Space Designs has a compassionate, pioneering, ambitious, and courageous personality. Tone of Voice Friendly yet informative - Green Space Designs has a brand voice that is friendly and informative. This tone of voice aligns with the vision of the brand, which is to educate businesses on the importance of the use of biophilic design to benefit employees. USP Green Space Designs simplifies the growing epidemic of ill well-being in the workplace by providing businesses with a service that contributes to the bettering of improved well-being through the power of nature. Green Space Designs personality and tone of voice is representative as the most crucial parts of their branding, as it exudes down into the fundamental elements of their communications with businesses.

Relationship Brand Promise/Proposition To provide a service to businesses that betters the health and well-being by supplying them with a biophilic infused space to act as a mental restoration for employees across the East Midlands.

Reflection The consumers act as a reflection of Green Space Designs and are a development of the brands personality and culture. Therefore, communications must reflect these similarities by using Green Space Designs tone of voice to efficiently with the intention showcasing the ways Green Space Designs can benefit businesses by increasing employee satisfaction, engagement and, increase return on investment (ROI). (See Appendix. Fig, 1.3)

Culture Values Leadership - The courage to shape a better future Green Space Designs is committed to embodying leadership attributes to facilitate others to make a positive difference in their own life and contribute to the greater good of ill mental and physical well-being. Furthermore, leadership qualities are activated by learning, developing and practising, which will assist Green Space Designs further to extend relationships with businesses creating a sense of trustworthiness, resulting in a competitive advantage for Green Space designs. Passion - Committed in heart and mind Passion is a one of Green Space Designs core values which displays the commitment and determination that Green Space Designs has to continue to innovate with a human centred approach. The primary focus on producing a service that benefits businesses, people, and the planet demonstrates the passion that Green Space Designs aims for to better the health and well-being of individuals in the modern built environment.Â Simplicity - The simplistic impact of nature Modern culture has bought vast amounts of health beneficial products that aim to better our well-being. However, Green Space Designs rationalises the importance of stripping back to the natural world, by intertwining the simplistic elements of nature within modern built environments to improve health, increase mood and feelings of well-being, and enhance productivity.

Self Image In conjunction to Green Space Designs personality, it is intended that businesses feel inspired and driven when interacting with the biophilic spaces provided by Green Space Designs. Using the service will allow businesses to acknowledge the growing epidemic of ill well-being in the workforce. Therefore, bettering the mental and physical health of current and future employees. Inspiration Green Space Designs provides potential businesses with the ability to compose an inspirational workforce through the implementation of biophilia within modern society. By increasing employees satisfaction and reducing stress levels, employees feel more inspired to be productive and enthusiastic about work. This can demonstrated from the online survey where 98.5% of individuals choose office A (Biophilic Design) over office B (Regular Office Design). (See Appendix, Fig 2.4) Caring Green Space Designs also provides its potential consumers with the opportunity to show compassion and protection of their employees. Green Space Designs service allows businesses to acknowledge the issues of mental and physical well-being within the UK workforce, and provide a restorative environment for mental restoration and reduce fatigue amidst employees. Unique With 77.9% of individuals having no prior knowledge of biophilic design, (See Appendix, Fig?) Green Space Designs offers consumers with a unique service and brand personality that incorporates plants and biophilic elements to improve air quality, well-being, and productivity. Additionally with 51.5% of individuals having no integration of biophilia within their current office space. (See Appendix, Fig 2.4) Green Space Designs unique offering will allow for development within better the health and well-being of the UK workforce.

Brand identity prism

Green Space Designs Offering Specification Levels - Low, Mid, High The specification levels will ensure a personalised service that can be adapted for each renovation project in order to be able to reach the client’s needs and wants for their business and employees. However, due to the limited awareness that GSD will have in their initial year of operation, it can be expected that many of the projects carried out will only reach the lowest specification and smallest size in order to build up awareness.

“

There is an important distinction as to whether a space is owned or leased and how this impacts the service offering. Our current building is leased and therefore investment in a full renovation would not be ideal, in this scenario, a service that offers complimentary biophilic design and a refreshed interior aesthetic would be of interest (Ellis-Mather, 2020)

Low

Small Office - £2,375 Standard Office - £5,937 Large Office - £9,500

Mid

Small Office - £5,082 Standard Office - £12,706 Large Office - £20,330

High

Small Office - £10,016 Standard Office - £25,042 Large Office - £40,067

Maintenance

Maintenance is an additional service that GSD will supply to its clients in order to ensure each and every office space is looking its best. The service will act as a secondary source of revenue for GSD in order to keep a constant flow of cash entering the business.

(See Appendix. Fig, 3.1 For Pricing Justifications)

LOW

Mid

high

the the the the the the the the the

business business business business business business business business business

model model model model model model model model model

The Business Model Green Space Designs operates a business model that utilises a B2B approach in an attempt to execute the mission and vision of GSD; to create a commercial design service that encourages businesses to understand the importance of the use of nature in order to benefit employees through the implementation of biophilic design.

Business to Business As aforementioned, GSD primary revenue stream is B2B, the reasoning for this being the desire of self-expression fulfilling the DIY home interior design market. As a DIY approach for home interior design is increasing amongst individuals, due to the higher usage of social media apps continuously boosting access to interior inspiration, driving individuals to make their homes ‘instagrammable’. (Ryan, 2020) Additionally, sales in hardware, glass and paints have increased 10% in 2018, which is forecast to rise from £12.6 million (2018) to best case scenario of £17.4 million in 2023. (Slide, 2019) Therefore, cementing the rise in a DIY approach for home owners. As a result, a business to consumer (B2C) approach would be insufficient for the initial stages of GSD materialisation, due to the increasing contingent consumers realising the benefits of DIY to help with savings. In accordance 70% of home interior projects involve DIY or help from family or friends. (Urken, 2013)

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CHAPTER FOUR Introduction Market Overview PESTLE Analysis Competitor Analysis SWOT Analysis Market Readiness

Introduction

When analysing how Green Space Designs will perform upon its materialisation within the market (UK - East Midlands), it is paramount to determine the mitigating components that will compromise its capability to succeed. The following chapter will explore these factors, concentrating on areas such as: The global/corporate wellness markets, the size and forecast of wellness architecture, drivers, competitor analysis, competitive advantage and its market positioning. Analysis in this chapter has been primarily informed by reports, blogs and webpages reciting the performance of the global/corporate wellness markets, predominantly due to its relevance in reference to GSD and its offering. Nevertheless, other markets such as wellness architecture have been sought out and implemented to further determine the capability of the concept.

Market overview Global Wellness Market The global wellness market is estimated to reach £4.75 trillion by the end of 2019 and continuously growing 6.4% year on year. (Wellness Creative Co, 2019)

Corporate Wellness Market The global corporate wellness market is estimated to reach £66 billion in 2022. (Wellness Creative Co, 2019) Corporate wellness services in the UK is estimated at a size of £526 million as of 2019 and expected an average growth of 2.7% each year. (IBISWorld, 2019) As Millennials start to infiltrate the workplace (as previously mentioned), the expectation for employers to invest in their health and well-being continues to advance. According to a report based on corporate health and wellness, 47% of employees feel stressed due to work and 80% of workers reported that their company’s acknowledgement of stress related issues as adequate or poor. (Aetna, 2020) Consequently, proving that there is an exponential gap within the corporate wellness market for a concept that takes action developed around bettering health and well-being. As mental health is another pressing issue for younger workers whose concerns with anxiety related disorders often begin earlier on in their lives, younger workers are more transparent about these matters, which is forcing and driving change in how businesses are dealing with workplace wellness. (Beheshti, 2019) Thereby projecting the global revenue for corporate wellness to reach £78.2 billion by 2027. (Grand View Research, 2020) As a result, it can be expected that GSD would be stable within this market with an abundance of room for expansion over a sustained period. Furthermore, it has found that 85% of office workers globally are based in urban environments, (Browning, 2016) resulting in little exposure or no exposure to the natural environment. Thus potentially enhancing the desirability of GSD to fulfil individuals need to affiliate with the natural environment and flourish amongst the corporate wellness market.

Wellness Architecture 1.3m potential buyers express and interest in wellness architecture each year. (Smith, 2018) Wellness architecture is the fastest growing trend in the construction industry, with an estimated value of £108.8 billion as of 2019. (Inspirationfeed, 2019) In recent years, individuals have become increasingly aware of the factors that benefit our health and well-being, and how the lifestyle choices we make impact how we comprehend physical and psychological well-being. Through new standards and technologies, buildings for human health will be a significant driver for future wellness amidst the architectural industry. (Ellis, 2016) A report published by Human Spaces reported that one third of office workers would be influenced by office design that focuses on encouraging positive well-being. (Architecture Magazine, 2019) As a result, emerging strategies ranging from the inclusion of more plant life in offices built around the inhabitants’ personal well-being demonstrates that the mindset of biophilia is increasingly being introduced. (Smith, 2018) Therefore, presenting an opportunity for Green Space Designs to succeed, as biophilia remains an essential component of wellness architecture. (Gagiuc, 2019) Alongside urban environments becoming more densely populated, the access to green spaces throughout the East Midlands is adequately poor, with 15,912.57 hectares of provisional green spaces being accessible to the population. The East Midlands positions as one of the lowest regions for green spaces within the United Kingdom. (Fields in Trust, No Date) Consequently, with the addition of the economic drivers to improve employee health, well-being and performance, (Facilities Show, No Date) it can be proposed that GSD has the opportunity to enhance the interaction with nature amongst the population of the East Midlands, whilst also focusing on the economic drive for improved well-being. Economical benefits of biophilic design emerge as a critical driver for the wellness architectural market. In a matter of fact, 10% of employee absences could be attributed to poor architectural design. However, integrating biophilic elements could generate savings of £1,600 per employee per year. (Think Wood, 2019) Furthermore, observations revealed that social benefits emerge from the implementation of biophilic design due to its offering of peace, enjoyment and de-stressing benefits. (Söderlund, 2019) Moreover, as we enter a world of 24-hour accessibility, employees can sometimes feel under pressure to be permanently available for work, consequently resulting in stress, anxiety and depression, causing for the loss of 12.8 million working days in the UK last year. (Arthur, 2020) Subsequently, the financial strain that is aligned with ill well-being is advancing the wellness architectural market to further adapt from the early adopters to the early majority in relation to the innovation adoption curve. (See Appendix, Fig 1.2) A model that classifies adopters of innovations into various categories, based on the idea that certain individuals are inevitably more open to adaption than others. (Bolt, 2020)

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(Ellis-Mather, 2020)

PESTLE ANALYSIS

Political

Data from the Trades Union Congress and the Office for National Statistics shows the number of homeworkers has risen to more than 4 million and is predicted to carry on rising, particularly in office-related work. (acas, 2014) However, the Government has no plans to change the expenses for home working employees, (HM Treasury, 2017) but this may affect how Green Space Designs operates in the future. As companies will no longer need office spaces catering for a large number of employees if companies are opting for a work from home strategy. Moreover with the impact of coronavirus companies are forced to embrace remote working, which is resulting in their employees not wanting to return to office environments once the closures are lifted. (Hern, 2020)

Economic

With the current UK political landscape being dominated by Brexit, slow and uncertain progress is causing significant shock to small businesses. Before the referendum in June 2016, the UK was one of the fastest growing economies in the G7. As of 2018, it was the slowest and will continue to grow at a rate of just above 1.5pc. (Percy, 2019) With the concerns with Brexit for small businesses, the Government is also concerned about banks cutting lending to small businesses after the UK is due to leave the EU. (Adler, 2019) Therefore, for the rest of 2020, businesses are likely to be stuck in limbo whilst still in operation under existing trade agreements. (Partner Content, 2020) Resulting in economic uncertainty that is prompting businesses to sit on their cash instead of making investments to support growth and jobs. (Farrell, 2019)

Social

As the environment continues to deteriorate, the ecological environment has become a persistent public concern in developed countries, driving change in consumer behaviour and consumption worldwide. (Chuabey, 2011) A study suggests that 30% of the UK population have reported concerns towards the environment, but rarely translate their concern into green purchases. (Joshi, 2015) However, the UK social and environmental impact investment market is worth £150 billion, based on investments that are made for the intention of creating a positive outcome for individuals. (Gov.uk, No Date) Therefore, 56% of individuals are interested in purchasing social impact investments to improve well-being. (Gov.uk, No Date) Creating an opportunity for Green Space Designs to target the interest of social and environmental impact investing.

A PESTLE analysis has been used in order to help establish the external factors that could have the possibility of impacting decisions in the future for Green Space Designs. The PESTLE will provide deeper understandings of business, alternates to threats and a method to exploit opportunities. (CIPD, 2020)

Technological

As society shifts towards a tech-centric age, the introduction of automation will allow companies to replace human production lines with machines. (Bush, 2016) Research suggests that 47% of jobs will be replaced by some form of automation within the next 20 years. (Laserfiche, No Date) The Bank of England has predicted that as of 2035 15 million jobs would have been destroyed due to the rise in automation. (Brown, 2019) In the short-term algorithms are likely to impact financial and analytical services due to more efficient and faster analysis, but in the longer term, (2030) the development of autonomous driverless vehicles could mean larger impacts seen in the transport sector. (pwc, No Date) Additionally, artificial intelligence (AI) will eliminate some repetitive office jobs. However, individuals will be required for jobs that entail problem-solving, social and emotional response, and creativity. (Evans, 2019)

Legal

In the UK, design law protects the appearance and shape of whole products or parts of a product, for example, its shape or decoration. (The British Library, No Date) If a design meets certain criteria, the owner of the design is entitled to ‘unregistered design right’. This is an automatic intellectual protection that applies to original designs for 10 years, but also to prevent them from being copied. (Gov.uk, No Date) Therefore, when commissioning freelance designers to create concepts for Green Space Designs, they will own the right to the visual designs unless stated in a contracted agreement. (Law Donut, No Date) Giving them the right to make or sell products that incorporate the same shapes or patterns created for Green Space Designs without infringing the design law. (nibuisnessinfo, No Date)

Environmental

The rise in global warming is expected to increase 1.5 degrees Celsius between 2030 and 2052 casting irreversible damage and increasing risks to health and economic growth. (Schiano, 2018) Therefore, forecasting a change in demand for sustainability in product purchases and shifting demand for renewable and environmentally friendly goods. (Folk, 2018) However, the rise in climate change means weather related insurance claims rise. Therefore, increasing premiums amidst companies, (Bank of England, No Date) resulting in higher financial expenses and less disposable income.

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Glossing Over Bettering Well-Being

Domino Commercial Interiors Space Kind Interiors The DL Company Absolute Commercial Interiors

Rhino Offices

Driven by Nature

Classical Design

Arch Business Interiors Proici BluePrint Interiors

Biophilic Designs Biofilico Green Space Designs Oliver Heath

Emphasis on Bettering Well-Being

Oliver Heath As illustrated in the positioning map,Â GSD primary competitor within the commercial design and wellness architectural market is Oliver Heath. Much like GSD, Oliver Heath has a vital focus on biophilia and its benefits to better health and well-being amongst the UKâ&#x20AC;&#x2122;s populations. Additionally, Oliver Heath boasts a variety of services ranging from; Hospitality, schools, studio, home, and commercial office designs. Moreover, Oliver Heath has been featured on the BBC and offers national services, resulting in superior brand awareness in comparison to GSD. In terms of competitive advantage, GSD will have the asset of more affordable refurbishments for smaller creative businesses within the East Midlands. Potentially eliminating the threat of Oliver Heathâ&#x20AC;&#x2122;s presence, by providing smaller scale refurbishments for small and micro-businesses in the region. However, when competing against Oliver Heath, GSD will have to adapt and develop on communicating the USP to attract attention whilst also being distinctive in its offering, given that Oliver Heath has an established media profile working with the BBC, Channel 4 & National Geographic Channel. (Oliver Heath, No Date)

BluePrint Interiors Green Space designs dominant secondary competitor in the wellness architectural market is blue Print Interiors. Blue Print offers services similar to that of Oliver Heath, as well as GSD with a fundamental devotion to creating workspaces that inspire people to be happier, motivated and more productive. However, Blue Print Interiors operates as a traditional commercial design business without being devoted to the implementation of biophilic design unlike Oliver Heath and GSD. Therefore, posing less of a threat to GSD success.

SWOT ANALYSIS Strengths

Weaknesses

Positive attitudes towards biophilic design from secondary and primary findings.(Appendix, Fig. 2.3/2.4)

Low brand awareness in comparison to competitors within the market.

Low initial start-up costs due to the staggering of payments creating steady cash flow.

Freelance designers could have the potential to instigate prolonged deadlines if they are balancing multiple project at any given time.

Competitive pricing strategy (opting for small- scale renovations rather than full-scale.)

The business can be too dependant on freelance workers. Therefore could potentially cause issues in the future.

Freelance workers offer cheaper salary costs for the business within its startup period.

Little awareness of project management skills to begin with in the first year of operation.

Opportunities

Threats

Working with larger companies in the architectural markets.

Poor economy/lack of disposable income from businesses due to Brexit and political issues.

Potential for collaborations with local designers.

Lack of interest if businesses begin to adopt a work from home strategy for employees.

Potential to acquire customer loyalty and be presented with projects for other businesses.

Rising prices of materials and services (Interior Designer, Builder etc.)

Opportunity to further expand into different sectors in the architectural industry. (Hospitality, Coffee Shops, Restaurants etc.)

Design magazines and television teaching individuals how to do it themselves, which could cause businesses to opt for the DIY method.

The SWOT analysis has been used to distinguish possibilities that could impact the success of GSD. The points of contention and opportunities identified in the SWOT must be addressed/embodied within GSD 3 year marketing and communication strategies. Failure to do so may risk deterioration upon entry to the market, whilst also consequently neglecting opportunities to grow and accumulate larger groups of potential customers. Therefore, GSD should use them as directives, too which they could successfully integrate to enhance future growth.

Market readiness With the wellness architectural market integrating the implementation of biophilic design as an essential focus to provide as a remedy, for the plethora of modern-day conditions linked to fatigue and stress within the workplace. (Dunn, 2018) Moreover, as the workplace demographic continues to shifts towards a Millennial dominated workforce. Primary data acquired from an online concept testing survey confirmed that 87% of participants would be in favour of working in an office environment if it incorporated biophilic design. (See Appendix, Fig 2.3) It, therefore, can be assumed that a service that offers a solution that taps into the issues of ill well-being amongst UK workers, whilst also being attractive to Millennials would be successful upon entry to the market.

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Strategy Business Strategy Business Strategy Business Strategy Business Strategy Business Strategy Business Strategy Business Strategy Business Strategy Business Strategy Business Strategy Business Strategy Business Strategy Business Strategy Business Strategy Business Strategy Business Strategy Business

Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy Strategy

CHAPTER Five Introduction Consumer Segmentation Year One Strategy Year Two Strategy Year Three Strategy

Introduction

This chapter aims to outline the multiple streams in which Green Space Designs intends to market itself to potential consumers through its offering and values. The main step is to outline the consumers GSD must target mindful of their values in order to ensure the offering of GSD taps into these values, cementing the success upon entry within the market. Next is to curate various objectives that will act as directives throughout the 3 year strategic plan, which will identifying key targets and time frames in which they can be achieved. Additionally the remainder of the chapter will include a comprehensive brand strategy for the initial 3 years after GSD launch, emphasising the crucial components of growth and realistic goals for brand expansion.

Consumer Segmentation Given the understanding of a B2B target consumer makes purchase decisions on the welfare of the business. B2B consumers can be segmented by identifying common needs and behaviours such as; budgets, interests, needs, wants, likes, and dislikes. (Rivard, 2017) Based on statistics the average annual expenditure for micro-businesses (1-9 employees) is averaged around £225,379 per year. Furthermore small and mediumsized enterprises (0-249 employees) (SME) annual expenditure for Central England (West Midlands, East Midlands, and East of England) is approximately £1,114.947. (Gough, 2017) Therefore, due to the amount of little disposable income for business expenditures each year in comparison to small and medium-sized businesses (SMB) and Large enterprises, it can be determined that the majority of target consumers for GSD would situate within the micro-businesses group, which accounts for 1,155,385 million businesses in the United Kingdom. Moreover, with 356,430 SME businesses operating within the East Midlands, (Merchant Savvy, 2020) SME businesses would count for a small subsection of GSD target consumers in regards to GSD high specification offering. Furthermore, retaining employees is a fundamental need for businesses across the UK as high staff turnover could have the potential to create unease, affect morale, and cost businesses time and recruitment fees. (Kelly, No Date) Therefore, it can be decided that the potential target consumer for GSD would be inclined to have a core focus on retaining employees in order to increase overall productivity, maintain employee well-being and reduce accusation and training time. Moreover, from the online survey it can be determined that 73.5% of UK office workers are more favourable of working for a business that has intentions of improving employee mental and physical well-being along with reducing stress levels. (See Appendix, Fig 2.4) Additionally, biophilic design offers consideration of work-life balance and staff health, which in turn would foster a much sought after company culture. Therefore, engaging new employees whilst also retaining existing ones. (Penketh Group, 2020) By maintaining and improving office environments it has been indicated to boost feelings of loyalty in 53% of workers of all generations due to the demonstration of employer care and working conditions. (Everett, 2019)

Low Specification Job Sector

Creative Marketing Agency

Employees

Location

Nottingham City Centre

Budget

£1,000 - £5,000

Scenario

This business is a small family fun company with 6 employees situated in a small office space in the centre of Nottingham. The business has a focus on helping start-up businesses/services with research, analysis, brand strategy, branding, and promotion in order to provide a successful launch upon materialisation. However, with having an office in the city centre there is little exposure to the natural environment for employees working within the space. Therefore, the owner is seeking ways to integrate natural elements within the office space to boost employee mental and physical well-being whilst also increasing productivity.

High Specification Job Sector

Graphic Design Studio

Employees

Location

Derby City Centre

Budget

£11,000 - £20,000

Scenario

The graphic design studio is a large studio that’s located in the city centre of Derby. The studio centres on creating posters, packaging, logos, and marketing materials for small businesses across the Midlands. The studio has a large office space that is positioned in a high rise building overlooking lush landscapes. Therefore, employees are more productive and report lower levels of stress and higher levels of improved well-being. As a result of these improved factors, the owner is looking at ways to integrate the natural environment into the space to further increase the levels of well-being, but also improve productivity, physical health and increase employee engagement.

Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Consumer Profiles Mid Specification Job Sector

Online Travel Planner

Employees

Location

Newark

Budget

ÂŁ6,000 - ÂŁ10,000

Scenario

This business is a small travel planning agency with 15 employees situated in a new office space in the city of Newark. The business focuses on providing people with a service that helps plan, choose and arrange travel experiences across the UK, due to the office being a new space it is in need of a full-scale refurbishment. Additionally, the owner of the business is aware of the factors of how biophilic design can have a positive impact on employee satisfaction and also result in a higher return on investment (RIO). Therefore, the owner is looking at investing money into creating a new space for employees that targets these factors through the implementation of biophilic design.

Year Year Year Year Year Year Year Year Year

One Year One Year One Year One Year One Year One Year One Year One Year One Year

One One One One One One One One One

Objectives To launch GSD services within the East Midlands by January 2021 To be able to educate businesses in Nottinghamshire on the importance of how biophilic design can improve employee well-being. To secure over 10 small low specification renovation project by the end of the first year of operation.

Year One Strategy In the initial year upon materialisation for Green Space Designs it is crucial that the strategy remains attainable. GSD primary focus upon their materialisation to the market, should be raising awareness as a means of facilitating brand trust through the creation of an effective and educational communications strategy (Educational Newsletter, Podcast, Business Expo East Midlands). Building trust will allow for potential clients to overcome scepticism surrounding the benefits that can be obtained through the implementation of biophilic design. As a result, trust will also establish the growth of GSD through word of mouth. Past consumers will become a proxy for potential sales for GSD communication strategy, as consumers are 77% more likely to recommend a service after receiving a positive experience. (Help Scout, No Date) Initially in the first year of operation, GSD should choose to target creative industries ,due to the fact that creative industries are the fastest growing part of the UK economy, growing at more than 5 times the rate of the economy as a whole. (Creative Industries Federation, No Date) In year one, GSD should plan to secure over 10 small renovation projects by the end of the first year of operation, as a means of ensuring that consumers develop trust when interacting with GSD. The benefit of promoting smaller renovations in the first year of operation in accordance of targeting creative industries, is due to 95% of creative businesses employing fewer than 10 people. (Creative Industries Federation, No Date) In conjunction with this, it can be predicted that creative industries within Nottinghamshire have smaller office in comparison to other industries. In this regard, based on statistics it can also be assumed that these creative businesses fall into the category of micro-businesses, which is predicted to have an average expenditure of around ÂŁ225,379 per year. (Gough, 2017) Therefore, presuming little amount of disposable income for micro-businesses to spend on larger and higher specification renovations.

Year Year Year Year Year Year Year Year Year

two Year two Year two Year two Year two Year two Year two Year two Year two Year

two two two two two two two two two

Objectives To expand the services of GSD to counties outside of Nottinghamshire with a core focus on Derbyshire and Lincolnshire to increase brand visibility and awareness. To expand GSD reach to industries outside the creative sector, in order to have the potential to gain larger scale renovation projects. To secure 15 renovation projects in the second year.

Year Two Strategy

Going forward, Green Space Designs will continue to implement their educational communication strategy through the use of bi weekly email newsletters, podcasts, and business expoâ&#x20AC;&#x2122;s in reflection of year one. As a result, brand trust will continue to grow eliminating the initial speciesism surrounding the benefits that can be obtained through biophilic design, subsequently also increasing word of mouth marketing. Therefore, enforcing the growth of GSD by highlighting how biophilic design can benefit businesses growth for potential consumers, given that B2B consumers look for logic and positive return on investment (ROI) when interacting with B2B email marketing. (HubSpot, No Date) Furthermore, year two should be centred on reaching counties outside of Nottinghamshire, in order to increase brand visibility and awareness. Reaching further outside of Nottinghamshire will allow for GSD to be better able to achieve their vision to become an innovative leader within the East Midlands that encourages businesses to understand the importance of the use of nature to benefit the well-being of individuals. Reaching further outside of Nottinghamshire will also help procure more project in the second year given that 44.1% of individuals from the online survey would be highly interested in the concept of biophilic design being introduced within their current office space. (See Appendix, Fig 2.4) In addition, it can be assumed that participants from the online survey do not all work within the creative industry. Therefore, presenting opportunities for larger scale renovations considering that 95% of creative businesses employ fewer than 10 people. (Creative Industries Federation, No Date)

Year Year Year Year Year Year Year Year Year Year

three three three three three three three three three three

Year Year Year Year Year Year Year Year Year Year

three three three three three three three three three three

Objectives To expand the services of GSD to counties all across the East Midlands. To expand GSD team, by recruiting a permanent interior designer to oversee larger quantities of renovation projects. To secure 20 renovation projects in the third year of operation.

year three strategy As the number of projects increases, so will the demand on the business and freelance workers. Therefore, in year three it is imperative that GSD will extend their team to include a permanent interior designer to oversee all projects undertaken by GSD. In addition permanent employees can be thought to be more interested in the success of the business as well as being considered more reliable, due to freelance workers potentially becoming fully booked. Therefore, increasing pricing for urgent work. (Heart Internet, No Date) Additionally, in the third year of operation, it can be expected GSD should have received a significant amount of brand awareness in selected counties within the East Midlands. However, focus will be pushed towards further counties to expand across the East Midlands (Leicestershire, Northamptonshire, Rutland) fulfilling the vision of GSD to become and innovative leader within the commercial design market in the region. Given the use of word of mouth marketing, it can be expected that GSD may already have some visibility within these further counties. Therefore, in order to strengthen brand awareness in these counties in year three, GSD will attend workshop and networking events, similar to that of The Big House Creativesâ&#x20AC;&#x2122; Club in Nottingham.

Communications Communications Communications Communications Communications Communications Communications Communications Communications Communications Communications Communications Communications Communications Communications Communications Communications Communications Communications Communications Communications Communications Communications Communications Communications Communications Communications Communications

CHAPTER six Introduction ADIA & DRIP Objectives Communication Matrix Year One Strategy Marketing Timeline Key Pinpoints

Introduction

After outlining the key communication channels as a B2B facing service, it is crucial that Green Space Designs follow a beneficial and effective communications plan that actively focus on informing businesses on how biophilic design can benefit business growth and the well-being of employees. This chapter will present a one year communication plan for the chosen channels as a means of targeting consumers.

DRIP DRIP DRIP DRIP DRIP DRIP DRIP DRIP DRIP DRIP DRIP DRIP

In order to construct a completely extensive communications plan that adequately works, it is vital to acknowledge the cognitive process consumers will go through before making a purchase by utilising the AIDA and DRIP models.

Differentiate

Green Space Designs offers businesses a unique and personalised service with the intention of improving wellbeing amongst workers, by creating inspiring spaces that focuses on eliminating the factors that have an impact on overall mental and physical well-being.

Reinforce

Green Space Designs stands for strengthening the connection that we have with the natural environment, in order to obtain fundamental benefits that amplify the health and well-being of commercial spaces, that result in increased performance, ROI and well-being of individuals.

Inform

The educational communications strategy will allow for businesses to understand the importance of the connection with nature in the modern built environment, by informing them on how nature can benefit their businesses result, as well as well-being amongst employees.

Persuade

Green Space Designs will educate and persuade businesses on the significance of incorporating biophilic design within their office space, as a means of benefiting the businesses as well as employees. Businesses will be communicated the evidence that biophilic design has on individuals, as well as how it can be implemented to help reduce employee stress and fatigue.

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A A A A A A A A A A A A A

Awareness

Green Space Designs will rely upon its informative communicational strategy, as well as word of mouth, as referrals will generate a majority of brand awareness and visibility. This will be established through the initial launch and carried throughout the communicational strategy in order to create attentiveness and curiosity surrounding the concept of biophilic design.

Inform

To ensure that businesses remain interested, podcasts and newsletters will be used as platforms for sharing educational information in regards to the benefits that can be obtained through biophilia, but also how biophilic design can benefit businesses growth and have the potential to increase sales and ROI. Furthermore, Green Space Designs webpage will act as a sharing platform for past work to be showcased, forming variations of case studies for other businesses to admire. Green Space Designs webpage will also involve a blog section in which will be used in a similar way to how the newsletter will be rolled out. However, the blog will contain extended details about different projects and the situations faced, which will allow the reader to understand more about how Green Space Designs help renovate spaces to benefit employees and businesses alike.

Desire

Green Space Designs strives to build an emotional connection with businesses through and educational approach, in order to construct desirability in warranting businesses to invest money into the company to obtain benefits both in employees and business growth. Green Space Designs aims to build this relationship through online communication through channels such as social media, email marketing and digital marketing. Additionally, this will then inform potential consumers on the benefits that incorporating biophilic design has on employees and the business. Subsequently, gaining desirability for the service Green Space Designs will offer.

Action

To ensure consumers will follow through with a renovation project for their business. Green Space Designs communicational strategy will educate and inform businesses on the impacts that biophilic centred design has on improving productivity, as well as the well-being of individuals. In addition the approach will allow for businesses to understand how biophilic design can also help satisfy and retain employees, as 47.1% of survey respondents do not find their office to be an inspiring place for them to work and be productive. (See Appendix, Fig 2.4)

OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES OBJECTIVES

objectives To communicate effectively how the importance of the natural environment can have an effect on employees mental and physical well-being.

To actively engage individuals on the benefits of biophilia through the use of email marketing by accumulating 100 subscribers in the first year of operation.

To achieve successful campaigns that generate awareness surrounding the benefits that Green Space Designs can offer to attain improved wellbeing of individuals.

communicat Communication Method Educational Newsletter

Purpose Educating individuals of the benefits that can be obtained through biophilic design. What results can come from the implementation of biophilia e.g. improved productivity and satisfaction levels. Sharing platform for finalised projects that will act as case studies for other businesses to admire.

Website

Instagram

A blog section will be added to Green Space Designs website, in order to act in a similar way to the newsletter. However, it will contain more in-depth insights on previous projects and how Green Space Designs has helped to improve their employees wellbeing. The webpage will also allow businesses to understand what services are on offer from Green Space Designs, but also how we implement biophilic design to benefit the businesses and its employees. Instagram will be an educational platform, in which Green Space Designs Instagram will be a place for content to be uploaded to allow the general public and businesses alike to learn about the benefits of biophilic, but also how interacting with nature could help improve their well-being. LinkedIn will be used as a means to sharing content that is relevant to Green Space Designs mission.

Podcasts

LinkedIn will also act as a networking platform that will allow for connections to be made with brands and individuals, whom we wish to target with Green Space Designs newsletter. Green Space Design will attend the Love Business Expo as a means of generating awareness of what Green Space Designs stands for, but to communicate Green Space Designs mission, vision and USP. The Expo will also be utilised as a means of initiating businesses to subscribe to Green Space Designs newsletter.

Love Business Expo

Green Space Design will attend the Love Business Expo as a means of generating awareness of what Green Space Designs stands for, but to communicate Green Space Designs mission, vision and USP. The Expo will also be utilised as a means of initiating businesses to subscribe to Green Space Designs newsletter.

tion matrix Method

Email Marketing

Frequency

Audience

Bi Weekly (Once every two weeks)

Businesses within East Midlands. Architects

Potential Green Space Designs Clients Online Website

Continuously

General Public Architects

Businesses Instagram

Green Space Design Website PodBean Podcast Hosting Site

3 posts a week.

2 posts a week.

April May August November

General Public

Architectes Businesses within East Midlands Industry Professionals

Potential Green Space Designs Clients Potential Competitors Industry Professionals Potential Green Space Designs Clients

Face to Face Marketing

February

Potential Competitors Industry Professionals

Year Year Year Year Year Year Year Year Year Year Year Year

one one one one one one one one one one one one

Communications Communications Communications Communications Communications Communications Communications Communications Communications Communications Communications Communications

Email Marketing As a method of communication, email marketing will be used to educate individuals and businesses about the benefits that can be obtained through the interaction with nature, but also how biophilic design can be incorporated into the modern built environment for the purpose of improving well-being of employees, as well as supporting business growth. GSD newsletter will predominantly focus on educating rather than selling as a means of subtle persuasion to encourage a soft sell approach. The purpose of this is to develop the understanding of biophilic design and how it can be utilised with the aim of improving productivity and employee satisfaction. Therefore, GSD newsletter will be used to motivate consumers to take action, resulting in long-term sales. As a matter of fact newsletters have been proven to be 40 time more likely to gain new consumers rather than social media platforms. (Campaign Monitor, No Date) Additionally, the newsletter will be mailed out on a bi weekly basis as companies who send out marketing communications every 2-4 weeks generate twice as many leads as those who donâ&#x20AC;&#x2122;t. (Brian, 2015) Thus, the reasoning for sending out 1 every 2 weeks.

Earth Day Every year on April 22nd Earth Day signifies the materialisation of the modern environmental movement. Earth Day is widely recognised as the largest secular observance in the world, marked by more than a billion people as a day of action to change human behaviour and create global, national and local policy changes. (EarthDay.Org, No Date) Therefore, to accumulate subscribers to GSD newsletter, businesses will be given the opportunity to subscribe to the newsletter in order to register in a draw that will allocate 2 winners for a complimentary renovation to commemorate Earth Day. In addition, as environmental issues are set to continue to gain social, political, and economical relevance, sustainability is a vital tool to maximise engagement to develop awareness and visibility for GSD. In addition to deem successful, this will be articulated across all digital platforms (Indicated in Profit & Loss Year 1) and physical marketing to raise awareness and encourage businesses to subscribe to GSD newsletter. This will be continued throughout all three years, as a way of encouraging businesses to subscribe to GSD newsletter.

website website website website website website Green Space Designs Website Green Space Designs website will be used as a place of displaying complete renovation projects, a blog section highlighting different scenarios and how GSD has helped improve spaces to create healthier and happier work environments, and also exhibiting the different services that are available. GSD website will continue to accomplish the brands vision and will act as facilitator for businesses understanding the importance of improving the well-being of their employees.

i Green space designs About

Services

Blog

Projects

GSD is a people led architecture and commercial design service focused on reconnecting individuals to the natural environment, whilst simultaneously improving health and wellbeing amongst UK workers. Green Space Designsâ&#x20AC;&#x2122; human centred approach incorporates biophilic design principles to produce financial benefits to businesses, people, and the planet.

Green space designs About Services Blog Projects

Green space designs About

Services

Blog

Projects

Green space designs About Services Blog Projects

GREEN SPACE Designs GREEN SPACE DESIGNS GREE NS GREEN SPACE Designs GREEN SPACE DESIGNS G SIGNS GREEN SPACE Designs GREEN SPACE DESIGN DESIGNS GREEN SPACE Designs GREEN SPACE DESI CE DESIGNS GREEN SPACE Designs GREEN SPACE D SPACEAbout DESIGNS GREEN SPACE Designs GREEN SPAC Green Space Designs en SPACE DESIGNS GREEN SPACE Designs GREEN S green SPACE DESIGNS GREEN SPACE Designs GREE s green SPACE DESIGNS GREEN SPACE Designs Gr Size and igns Specification green SPACE DESIGNS GREEN SPACE Designs Services designs green SPACE DESIGNS GREEN SPACE Desi ce designs green SPACE DESIGNS GREEN SPACE D pace Blog designs Section green SPACE DESIGNS GREEN SPAC n space designs green SPACE DESIGNS GREEN SP reen space designs green SPACE DESIGNS GREEN S green space designs green SPACE DESIGNS GR Projects IGNS green space designs green SPACE DESIGNS ESIGNS green space designs green SPACE DESIG E DESIGNS green space designs green SPACE DE PACE DESIGNS green space designs green SPACE n SPACE DESIGNS green space designs green SP reen SPACE DESIGNS green space designs green Green Space Designs will be given the opportunity to connect with consumers by displaying the mission and vision of how Green Space Designs plans to improve well-being amongst the UKâ&#x20AC;&#x2122;s workforce. This will ensure that a positive responses is garnered from visitors to Green Space Designs website. The size and specifications section will allow for visitors to received a full detailed outline of each individual specification that is provided by Green Space Designs. This will authenticate visitors with an insight into how Green Space Designs has been implementing biophilic design into office space across the East Midlands Region. Furthermore, it will establish an opportunity for visitors to visualise how the renovation will be implemented within their office. The blog section will be situated on the website for visitors to access as a means of informing readers on indepth insights on previous projects, but also containing examples of how Green Space Designs has helped to improve business growth, as well as supporting the improvement of well-being amidst employees.

The projects section will be a visual portfolio of past renovation projects that Green Space Designs has undertaken, as a way of showcasing work in which will potentially increase the visibility as well as online presence. Furthermore, it will allow for trust between consumers to develop, as previous projects will act as references for potential clients.

Social Media Social Media Instagram!

â&#x20AC;&#x153;

Two hundred million+ Instagrammers visit at least one business profile daily. (Archibald, No Date)

Instagram content encourages engagement. One of these benefits is building trust when interacting with consumers. Instagram allows for casual sharing, which provides instagram users to understand brand personality. Therefore, enchanting trust. (Archibald, No Date) Green Space Designs Instagram feed will consist of a mixture of educational information, as well as creative content that will enable viewers to understand the mission and vision of GSD. Additionally, Instagram stories will be utilised, as a means of allowing the viewer to understand the process that is involved in transforming spaces with the aim of improving the well-being of office workers through the implementation of biophilic design. If successful, this will have the opportunity to grow sales for GSD, due to 80% of Instagram users being persuaded by a businesses Instagram to decided whether to purchase a product or service. (Chen, 2020) Moreover, user generated content provides authenticity in comparison to content created by brands. Therefore, content from GSD past clients will be intertwined within posts, providing insights from how they have benefited from the service. As a result to this, Instagrammers who notice user generated content have a 4.5% higher chance of conversion, which increases to 9.6% if they interact with the post. (Archibald, No Date)

Social Media Social Media LinkedIn!

â&#x20AC;&#x153;

When it comes to B2B, LinkedIn is the most successful platform for capturing quality leads. 26% of B2B decision makersÂ are using LinkedIn and companies that engage through LinkedIn generate 80% of their overall social media marketing leads through LinkedIn. (The Mezzanine Group, No Date)

Green Space Designs will be using LinkedIn as a way of networking and sharing content with other businesses across the East Midlands. Green Space Designs LinkedIn page will be updated twice a week with content that is relevant in line with their mission and vision of creating healthier workspace and educating businesses on the importance of nature. LinkedIn provides an opportunity to raise awareness surrounding the ill well-being of employees, but also establishing opportunities to build a network of potential clients and businesses. Additionally, LinkedIn can help increase credibility and trust by receiving recommendations from past projects. This will allow for initial scepticism amongst businesses to be diminished. Therefore, allowing for opportunities to grow business sales, by generating trust and credibility amongst users. In addition to this, 50% of b2b buyers use LinkedIn as a source of making purchase decisions and 76% of B2B buyers prefer to work with recommendations from their professional network. (Business LinkedIn, No Date) For this reason, building a network with other businesses and individuals will allow for potential sales growth once awareness and credibility has been established in the initial materialisation.

Podcasts!

â&#x20AC;&#x153;

Around 7.1 million people in the UK listen to podcasts each week. Thatâ&#x20AC;&#x2122;s one in eight people and is an increase of 24% over the past year - and more than double over the past five years. (Ofcom, 2019)

The purpose of creating podcasts is to establish engagement and connection to the general public as well as architects and businesses. From the online survey results it emphasised that 77.9% of respondents were not familiar with the concept of biophilic design. (See Appendix, Fig 2.4) Therefore, in addition to generating engagement, the podcasts have been create as a way of educating listeners on understanding the benefits that can be obtained through interaction with nature, but also how individuals can access nature in a way to improve their mental and physical well-being. Therefore, Green Space Designs will be releasing podcasts in April, May, August and November. Green Space Designs podcasts will consist of 1.5 hour long talks that emphasise the importance that surrounding ourselves with nature has on our well-being. Each podcast will have a significant meaning in relation to events taking place at that time. For example, in April the podcast will be dedicate to how individuals can benefit their well-being through nature, whilst also informing listeners how they can action to change as a way of giving back to nature for Earth Day. Additionally, in May the podcast the podcast will be an educational platform that raises awareness about mental health in reflection of mental health week. The podcast will consist of how individuals can benefit their mental health by interacting with nature, but also how they can integrate nature into their homes, offices, and gardens to obtain a variety of physical benefits such as; improved mood, reducing feelings of anxiety and stress, boosting self-esteem and decreasing risks of illness. The podcast will be hosted on PodBean; a digital platform that hosts and distributes podcasts across a variety of platforms, such as; Apple podcast, Spotify, Google Podcasts and the PodBean Podcast app. (See Appendix, Fig 3.2) Additionally, the podcast will also be available on GSD website for visitors to access, download and listen.

Love Business Expo Given that GSD is absent of credibility, awareness and visibility upon entry to the market, attending the Love Business Expo will be articulated as a method of physical face-to-face marketing for the purpose of broadening awareness and building network connections. Additionally, 93% of consumers claimed that live events have had a greater influence on their purchase decisions over digital marketing. (PromotionalSpace, 2018) Therefore, attendance at the Love Business Expo will provide plenty of opportunities for Green Space Designs to forge relationships with potential clients, introducing and educating them on how biophilic design can have an impact on their business result, but also how the concept can impact employee well-being, satisfaction, productivity, and stress levels. At the exhibition, GSD should run their own stand (See Appendix, Fig 3.2) with visuals displaying the benefits that integrating biophilic design has on business sales and growth, but also the improvement of well-being amongst employees. In addition business cards will be handed out to visitors as a way of portraying company values and the spirit of GSD culture, as well as essential contact details. Moreover, handing out business cards is likely to increase business sales by 2.5% for every 2,000 cards passed out. (Palko, 2020) Hence the reasoning for printing business cards of specifically for this event.

marketing timeline J

Website Instagram LinkedIn Newsletter Podcast Business Expo

Key Pinpoints These key pinpoints will help establish which marketing methods will be utilised throughout the first year of operations for Green Space Designs. A staggered marketing approach will be employed throughout the initial year of operation, as a means of establishing and validating brand awareness and visibility. Moreover, this will allow for presumptions to be articulated as a method for calculating business sales across the first year of activity.

Months

Reasoning

January Initial Launch

Launch of website / Blog Launch of social media account (Instagram, LinkedIn New year is the best time for resolutions (improving physical health, becoming more environmentally friendly). Therefore, presenting a good time to generate awareness and visibility.

February

Love Business Expo Launch of email Newsletter February has a 10% higher average conversion rate for B2B sales as companies are often planning new budgets for the year. (Bentley, 2014)

April

Podcasts Earth Day renovation prize draw Popular for business and individuals to act upon environmental change due to Earth Day.

May

Podcasts All marketing methods implemented in May. May represents mental health awareness week. Popular for businesses and individuals to focus on personal and employee wellbeing.

August

Podcast All marketing methods implemented in August. Predominant time for individuals to be out in nature and obtaining the benefits of the natural environment.

November

Podcast All marketing methods implemented in November. End of year budgets have to be spent by the new year. Therefore, leads becoming more motivated to invest.

Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance

Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance Finance

CHAPTER seven Marketing Budget Raising Capital Start-up Costs Sales Forecast Profit & Loss Accounts Cash Flow Forecast Sensitivity Analysis

mARKETING BUDGET

In the initial year of operation for Green Space Designs marketing and communication strategy, word of mouth is a crucial aspect of their marketing, which acts as a low cost across the initial launch of the business, but also establishes the chosen methods of communication. The marketing budget remains fairly low for GSD, given that 90% of interior design leads often come from referrals, (IDRA, 2011) resulting in a low marketing budget. Therefore, it is vital for GSD to focus on securing projects rather than marketing for the business. However, during the first year of operation, Green Space Designs will attend networking events such as the Love Business Expo as will continue across all three years. Thereby, growing visibility and networking for GSD through the interactions of 1-000-5,000 attendees. (10times, No Date) Moreover, in year 2 GSD will continue to will the same marketing approach as the first year, in order to facilitate greater brand awareness to further counties. However, in year 3 GSD will enforce a full month on month approach with podcasts, as a way of generating larger brand awareness and fulfilling the vision of the business; becoming a innovative leader within the commercial design market in the East Midlands that encourages businesses to understand the importance of the use of nature to benefit employees. (See Appendix 3.3 For marketing budget in years 1,2 & 3 P+L)

rAISING cAPITAL Loan of £10,000

Personal Investment of £3,500

Start-up Costs

Procuring funding is an essential aspect for ensuring the survival of Green Space Designs in the initial year of operation, as a means of helping cover start-up and marketing costs. GSD should source investments from a variety of different places to procure a larger sum of money to cover losses made during the months of building brand visibility, as well as the prize draw during the month of April. An Initial investment of £13,500 is needed to cover start-up costs and initial first year operational costs, in which can be seen added into the cash flow forecast. This investment is needed to ensure the implementation of the marketing and communications strategy can be executed, as a means of survival upon entry to the market. Sourcing finance from a loan provider will allow for larger injections of cash throughout the initial materialisation of GSD. The funding of £13,500 will be spread across personal investment of £3,500 and a loan of £10,000. (See Appendix, Fig 3.2)

sTARTUP COSTING Procuring funding is an essential aspect for ensuring the survival of Green Space Designs in the initial year of operation, as a means of helping cover start-up and marketing costs. GSD should source investments from a variety of different places to procure a larger sum of money to cover losses made during the months of building brand visibility, as well as the prize draw during the month of April. An Initial investment of £13,500 is needed to cover start-up costs and initial first year operational costs, in which can be seen added into the cash flow forecast. This investment is needed to ensure the implementation of the marketing and communications strategy can be executed, as a means of survival upon entry to the market. Sourcing finance from a loan provider will allow for larger injections of cash throughout the initial materialisation of GSD. The funding of £13,500 will be spread across personal investment of £3,500 and a loan of £10,000. (See Appendix, Fig 3.2)

Expense

Cost (Per Annum)

Business Registration

£100

Trade Mark

£200

Domain Purchase

£16

Website Designer

£474

British Institute of Interior Design

£690

Public Liability Insurance

£66.40 Monthly

AutoAD LT Design Software

£34.00 Monthly

Apple iMac

£1249

Podcast Host Site

£7.20 Monthly

Total

£2,836.6

Sales Forecast

92,671 Micro Business (Merchant Savvy, 2020)

44.1% of individuals would be interested in the concept being introduced into their office space (See Appendix, Fig 2.4)

The number business containing 1-50 employees throughout the East Midlands is averaged at around 92,671. (Merchant Savvy, 2020)Â Additionally, from the 44.1% of individuals displaying interest within the concept of biophilic design, (See Appendix, Fig 2.4) it can be assumed that 40,867 businesses could have an interest in services offered by Green Space Designs. However, assuming that 1% of businesses convert to investing money into an office renovation, GSD could expect an average of 408 potential consumers. Moreover, Given that GSD is a start-up business with no portfolio of previous work. It can be assumed that only 10% of the 408 potential consumers will purchase a service. Resulting in an estimated sales forecast of 40.8 potential consumers in the first year. Although, due to the restraints of GSD having no permanent employees and instead utilising the use of freelance workers to reduce costs. It can be assumed that only 30% of the 40.8 potential projects can be managed during the initial year of operation. Therefore, the total number of renovation projects that can be carried out during year one is 12. Given that word of mouth is a primary factor behind 20-50% of all purchasing decisions, (Miller, No Date) a 35% increase in sales from year one has been implemented to retain a realistic expectation of growth as a start-up business. Assuming that a 35% adoption rate continues over all three years, Green Space Designs could expect the reach a total gross profit of ÂŁ134,445 after the third year of operation. (See Appendix, Fig 3.4)

PROFIT AND LOSS

The Profit and Loss Account presents that Green Space Designs will be profitable within the second year of operation and breakeven in October 2022, with a profit of £92.34 and ending with a net profit of £3027.36 by the end of the second financial year. (See Appendix, Fig 3.5) The result of an exponential loss of net profit occurs in the initial year of materialisation, due to start-up costs of £2,836.60 and in addition, the prize draw happening in April in commemoration of Earth Day. As a result of this, setting back net profits a further £5,492.66 in order to generate brand visibility and awareness. Furthermore, a loss of net profit can be determined from the lack of higher specification renovations, due to the minimal profit obtained through the lower end specifications. However, this has been decided as a way of remaining realistic for a new interior design business, due to the lack of trust and scepticism surrounding the business and the concept of biophilic design. Furthermore, the final net profit for year three of £31,552.79 (See Appendix, Fig 3.5) shows how there will easily been funds for further expansion beyond the region of the East Midlands after the first three years of operation, which can be determined promising for future growth for GSD. Profit and Loss Accounts - (Appendix, Fig 3.5 - Full Breakdown of Profit and Loss Accounts)

PROFIT AND LOSS YEAR ONE

YEAR TWO

YEAR THREE

Revenue

£25,455.00

£78,439.00

£131,551.00

Cost of Goods

-£16,500.00

-£34,250.00

-£50,250.00

Gross Profit

£8,955.00

£44,189.00

£81,301.00

Marketing

-£1,629.00

-£1,199.95

Overheads

-£19,092.54

-£27,764.20

-£48,548.00

Total O/H

-£20,722.49

-£29,394.15

-£49,747.95

Net Profit

-£11,767.49

£14,794.85

£31,553.05

Cash Flow Forecast

Within the Cash Flow Forecast the closing balance without investment was assessed, as a means of determining the right amount of investment needed for Green Space Designs to remain profitable within the first year of operation. April is the lowest cumulative figure. Therefore, presenting as the worst month for the business year on year. As a result, this figure helped to decide the cash injection needed which is a total of £13,500. With a cash injection, GSD remains with positive closing net profit each month. However, without any cash injection from the initial start-up costs and in the month of April, GSD would have a total loss of £11,767.49. Whereas, with an injection of £13,500 the overall closing balance in the first year of operation would amount to £1732.51, which is considerably higher than the initial closing balance without investment. Although not highly profitable, it is considerably larger in future years and shows assurance going forward as a profitable business. (Appendix, Fig 3.6 - Full Breakdown of Cash Flow)

Sensitivity Analysis In order to asses GSD financial sensitivity, it is imperative to identify the impact of fluctuating variables that may impact success. Indicated by the sensitivity analysis, a 20% increase and decrease of the overall net profit for GSD 3 year plan acts as directives to calculate how profitable the business will be within both a positive or negative 20% inflation. Although a loss is inevitable within year one, it can be seen that GSD will be completely profitable within the second year of operation. Even in the event of unforeseen losses of 20%. Therefore, it can be said that GSD will be able to prove a viable businesses. (Appendix, Fig 3.7 - Full Breakdown Sensitivity Analysis Years 1,2,3)

The The The The The The The The The The

Future Future Future Future Future Future Future Future Future Future

The The The The The The The The The The

Future Future Future Future Future Future Future Future Future Future

CHAPTER eight Risk Assesment Future Growth Ansoff Matrix The Conclusion

Risk

Threat Level

Internal / External

Consumer Scepticism

Medium

Internal

Not enough initial funding

Low

Internal

Negative Feedback

Medium

Internal

Not seeing a increase in business sales or employee wellbeing

Medium/ High

Internal

Economic Recession

High

External

Decline in desirability of biophilic design.

Medium/ High

External

The rise of DIY

Low

External

Impact

Prevention

Due to the lack of knowledge surrounding biophilic design. Green Space Designs may see a lack of sales during the initial start-up of the business. For the reasons of businesses not understanding what biophilic design is, or whether the concept actually has the ability to benefit the well-being of individuals and improve business growth. Therefore, leading Green Space Designs to not make enough revenue to cover fixed costs.

As a result to this, a plan to educate and stress the importance of incorporating biophilic design within the modern built environment has been implemented, as a means of reassuring businesses that these benefits have scientific evidence backing them. Additionally, this can be seen throughout the communicational strategy of educating businesses the benefits that can be obtained through the architectural concept.

Low initial investment to Green Space Designs would impact the cash flow. However, due to the little amount of start-up and marketing costs associated with the business it is possible that Green Space designs may still be able to survive upon materialisation if more renovation project were acquired.

Green Space Design will be careful when selected the most appropriate methods of investment that will ensure and easy entry to market.

Due to the weight of word of mouth marketing throughout of Green Space Designs strategy, negative feedback from businesses could have a considerable impact on Green Space Designs success.

A structured marketing plan will allow for Green Space Designs to eliminated most if not all negative comments through online and offline methods of communication such as; client reviews, situations and outcomes.

In this case, if a business has not seen an improvement in employees or the business. It could have the potential for other businesses to be put off from a renovation carried out by Green Space Designs. Therefore, resulting in a lack of trust between businesses and the potential for minimal sales.

To eliminate the potential of businesses not seeing the benefits after the renovation has been implemented. Green Space Designs will continue to stay alert of current economic and political situations, as this may be the cause of little or no benefits being obtained, due to anxiety, job security and the future outlook for the UK economy may all be a contributing factor effecting individuals. Thus, the benefits cannot be fully seen after implementation of biophilic design.

As economic uncertainty is more present than ever before, due Brexit and COIVD-19. Green Space Designs may see businesses reluctant to fork out for office renovations, as disposable income for businesses would decrease. Therefore, resulting in businesses not investing into renovations.

Green Space Designs will have to ensure enough cash is secured into the business to be able to stay stable through and economic recession.

As this is unlikely, due to issues surrounding ill mental and physical well-being amongst workers being brought to the forefront of many businesses attention. The decline in desirability for wellness architecture would result in a lack of consumers as they would not be interested.

As this is out of control for Green Space Designs, it has however, seen an increasing demand for architecture that benefits the well-being of individuals. This is due to the increase in attention focused on mental wellbeing, as well as physical health.

With the likes of YouTube and DIY programmes, people and businesses are opting for a DIY approach, due to DIY being more cost efficient. However, this will remain a low cause of concern for Green Space Designs, as DIY is mainly adopted for home improvements rather than an office renovation.

Given that it is almost impossible to prevent businesses or individuals adopting the DIY method, due to budget concerns, or accessibility Green Space Designs could utilise this to their advance in future years by adding DIY workshops that are tailored to businesses on how to incorporate biophilic design into their office, whilst remaining on a tight budget.

The The The The The The The The The The

Future Future Future Future Future Future Future Future Future Future

The The The The The The The The The The

Future Growth

Future Future Future Future Future Future Future Future Future Future

As it has been iterated throughout this report, the integration of biophilic design has been more relevant than ever before, due to its impact on creating healthier and happier workplaces for employees and businesses alike. Therefore, in order for Green Space Designs to reach its full potential in further years, after the initial 3 year plan GSD should focus on expanding the business in every way possible, be that into new services, or expanding the current services into different markets. In doing so they will allow for continual development and avoid a stunt in growth.

ANSOFF MATRIX Existing Markets / Existing Products

Existing Markets / New Products

Green Space Designs should continually work on gaining more awareness and visibility, by pushing further outside of the region of the East Midlands. Therefore, focusing on targeting the West Midlands, Yorkshire and the East Of England, as a means of expanding the reach of Green Space Designs.

Whilst still remaining in the biophilic and wellness architectural markets. Green Space Designs should consider creating workshops for businesses to understand the importance of biophilic design and how to integrate the design concept into their office space, as a means of utilising the rise of DIY to their competitive advantage.

New Markets / Existing Products

New Markets / New Products

Green Space Designs should focus on expanding their portfolio by concentrating on bringing the concept of biophilic design to different markets such as: hospital design, schools, public spaces, coffee shops, airport design etc. By doing so this will increase awareness and visibility whilst also expanding Green Space Designs accessibility to other rather than just offices.

In the future, Green Space Designs must consider expanding their brand into new markets with new products. As a result of this, Green Space Designs should focus on creating a biophilic driven furniture collection. In doing so they can continue to innovate to ensure a healthy continued growth for the business and guarantee the business would not become stagnate after achieving peak visibility.

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CONCLUSION CONCLUSION CONCLUSION CONCLUSION CONCLUSION CONCLUSION CONCLUSION CONCLUSION CONCLUSION CONCLUSION CONCLUSION CONCLUSION CONCLUSION CONCLUSION CONCLUSION CONCLUSION CONCLUSION CONCLUSION CONCLUSION CONCLUSION

N N N N N N N N N N

Conclusion To conclude, this report has displayed a viable business proposition that has fulfilled the consumers need for an architectural concept that helps tackle and educate the population of the growing issues surrounding ill mental and physical wellbeing amongst the UKâ&#x20AC;&#x2122;s workforce. Green Space Designs has successfully managed to meet these needs, providing that the communicational strategy is implied throughout the initial 3 years of materialisation. Moreover, GSD can be expected to have a successful entry into the market and continue to grow to become an innovative leader within commercial design in the East Midlands. Additionally, through extensive research into the competitors, consumer demand and the market, itâ&#x20AC;&#x2122;s evident that GSD has clear potential to garner a successful launch, due to desire for biophilic design to be introduced into the built environment. Furthermore, with the absence of knowledge surround the concept of biophilic design, it can be assumed that the communicational strategy would deem successful, due to businesses and individuals wanting to explore and acquire a knowledge surrounding the architectural concept of biophilia.

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