Weekly
ACT.
Major Studio Project 3603QCA
Celeste Janina Fasavalu s2951234
01
WEEK .
- Project Schedule / Gantt Chart
This Gantt chart was custom created to be easy to view accordance with each assessment piece with sub-categorised tasks to complete. These are all broken up into the weeks allocating enough time to be spend for a successful, stress free semester.
The Gantt chart is beneficial to view individual tasks, their durations and the sequencing of these tasks. As the semester moves forward so will the completion of each individual task and its recorded stage according to the original baseline of your plan.
Gantt Chart
- Keep up to date with each weekly activity - Keep to my original idea and build on the concept through trials and testing - Allow enough time to spend on each task to ensure full competency
Main importance would include:
02
WEEK .
- Presentation & Product Concepts - Full Presentation on ISSUU & USB
Presentation It was important to outline the values of Nature’s Wildcard, what the business wishes to achieve and provide to potential customers. Also understand the Target Market via analysing survey results.
Environmentally Concious
10% profit given to Plant Ark
Unique, Personal & Special
SURVEY RESULTS • Recipients feel loved & happy when they receive a card • On average purchase cards from news agency or general store • They felt all cards are generic • Look for something visually appealing or funny & quirky • 60% of cards are stored away • Concerned about cost & keeping the card for memorabilia
Presentation Research helped determine what is best for the environment, most appealing towards our customers and cost efficient. Mood boards and exemplars help aim a clear vision of the product.
93% 99% EXEMPL ARS
of paper comes from trees
Making paper from recycled materials use 99% less water & 50% less energy than if produced from raw materials
Product Concept The themes were decided by the peek times of card purchases. And further explanation of the card.
Birds & Bees
- Greeting Cards Thank you Tulips & Daisies
Mothers Day Roses, Orchids, Daisies & Tulips
Christmas Poinsettia, Amaryllis Easter Lillies, tulilps & Chrysanthemums
Birthdays Daisies & Lillies
Valentine’s Day Various Coloured Roses
Laser Cut Envelope
Quirky Main Message “I Love You More ... Than Pie!”
Inside Card Engaved Plantable Seed Paper
03
WEEK .
- WOW Business Naming Activity - Worksheets Attached
Naming Worksheet The activity worksheet had numerous ways to find the perfect business name some included playful, origin, and acronym. This activity helped understand how other businesses successfully utilise one of these elements to be most identifiable with. Inspired brands below.
Mind Mapping Brainstorming a business name was quite difficult though through sketches, searches of existing businesses mind mapping was most efficient pairing words together.
Mood of Business Business Values Life-cycle of Product
Purchase Purpose CARD NAME
Associated Response Materials of Product
Criteria Evaluation The top 5 business name options were: 1. Seedling 2. Birds & Bees 3. Wild Flower 4. Wild Card 5. Nature’s Wildcard
These names were evaluated by first impression, sound, look and memorability. One of the most important stages was to check the registration, domain and ABN. After all these stages the chosen name was because the strong sense of association and sound of credibility. Chosen Name: Nature’s Wildcard
04
WEEK .
- Business Model Canvas - Worksheets Attached
Key Elements Partners // Suppliers // Resources // Activities
- Collaboration between illustrators, printers and product designers. - Suppliers will be needed for print, custom cut envelopes and a custom made stamp. - Resources at Griffith University to laser cut custom designs. - Engagement with customers is a highly important to develop long-term relationships. - The brand values the customers to be involved posting online their planting experience.
About Customers Relationships // Channels // Segments
- Establish and maintain customer relationships for long-term loyalty - Up date customers constantly with emails encouraging social media and blogging - Understand the Niche Market their values, interests, schedule for the best time to contact
About Business Coast Structure // Revenue Streams // Value Propositions
- Limit seed paper (highest expense) make it hand made - Simplified laser cut designs to lower the cost. Sell online to reduce overhead costs - Connect with market through first time buyer discounts, loyalty programs and memberships - Deliver the satisfaction of an environmentally friendly, limited edition multi-purpose product. -A gift that keeps giving through donation of every card thoughtful in many ways.
05
WEEK .
- Styling Mood-board - Boards on Pinterest
Product Inspiration
Flora Inspiration
Colour Palette
Colour for the Greeting Cards // Colour of the Logo All cards will be consistent in design and in colour spectrum. Though each card is different in theme (Such as Mother’s Day, Valentines Day) the colours will be well associated and recognisable as the same brand of Nature’s Wildcard. The logo has variations depending on purpose. A strong bold emblem will be used part of the branding of the card whilst digital logo will be displayed more bight and colorful online.
// NATURE’S WILDCARD Mission Statement
Nature’s Wildcard is all about a gift that keeps giving. We aim to blossom personal relationships through our beautiful greeting cards and support the Australian environment with 5% of all proceeds to be donated to The Nature Conservancy.
Nature’s Wildcard Logo
06
WEEK .
- Complete Business Plan - Booklet Attatched
The Business Business Details // Registration Details // Products/Services // Innovation // Sustainability Plan Market position: [Where do your products/services fit in the market? Are they high-end, competitive or budget? How does this compare to your competitors?] The products for sale are between high end and competitive. Leading competitors are high in quality and high in price however, lacking in personalisation and unique taste. Unique selling position: [How will your products/services succeed in the market where others may have failed? What gives your products/services the edge?] Nature’s Wildcard offers customers the experience to shop & order products by the click of a button online. Though many greeting card brands are low in price & accessible virtually anywhere with Nature’s Wildcard, there is a difference. The main focus is on the environment and donating to a charitable cause, 5% of every sale. Custom designs will be available, with plant-able seed paper to add the extra sense of unique feel. Growth potential: [What is the anticipated percentage growth of the product in the future? What will drive this growth?] 5% increase percentage growth can be expected through the drive of social media and general interest from the public alone. Through one loyal customer you could reach many others raising the brand awareness as they give Nature’s Wildcard products to their friends and family. Innovation [What R&D activities will you implement to encourage innovation in your business? What financial and/or staff resources will you allocate?] There will surveys given out through database systems locally to the head office of Nature’s Wildcard. Large email chains will keep customers up to date with the progress of any new ranges as well as samples and discounts for those that share it on their social media pages.
RISK MANAGEMENT
Intellectual property strategy [How do you plan to protect your innovations? List any current trademarks, patents, designs you have registered. Do you have confidentiality agreements in place?] Seed paper has been in the public domain for quite sometime. Furthermore, laser cutting greeting cards as also been done in the past for wedding invitations and events. The business name has been registered beneath my own freelance ABN and the domain has been purchased. The illustrated designs have been approved for commercial use however copyright remained for the original artist.
The Market Your Customers // S.W.O.T. Analysis
Customer Demographic Primarily the demographic would range 17-40 years old. The ladies would be very thoughtful of others, feminine, environmentally conscious, spend more than 2 hours on the Internet a day, enjoy outdoors activities. 85% Female & 15% Male. Be Single, Married, Has a stable income, shop locally, enjoy socialising and family orientated. The customer would be very interested in purchasing and collecting stationary supplies, art pieces and do scrap booking. Key Customers The best way to not only target the product to the market and expand it also would be to bridge their interests together. Social media advertising will raise brand awareness and connect more with younger woman. Planting the seed paper can be enjoyable for the older generation with more time on their hands. Though giving a gift that donates and use recycled paper can encourage all customers of the product male or female to purchase the greeting cards. Customer Management The best way to connect and engage with customers is through all things media. Every launch for new products will be a short video advertised on You Tube featured on related topics such as beauty, health, gardening, organising, cause, fund arising, environmental information channel. Furthermore, twice a week will be emails sent out to subscriber with tips, tricks, design and product related material offend with specials for loyal customers. There will be a reward system giveaways and partnering businesses to complement the product in all its glory. All customers can search online for the e-commerce website to make purposes or follow the social media links for design process and the growth of people’s planted seed paper. - Target Market Nature’s Wildcard sells to a small niche market of people that are environmentally conscious and all about supporting local Australian businesses. The greeting cards are tailored to give customers that unique, personal and handmade feel. An element of the card is plant-able to engage the receiver with not just a card but the potential to plant but blossom the paper card into flowers a thoughtful gift that gives recycled paper a new purpose. - Marketing Strategy The niche target market is younger tech savvy and interested in the newest, latest trends. Whilst posting on their social media of what food they eat, to sharing posts that support a great cause. The business will attract customers through pleasing visuals, beautiful designs whilst boosting the benefits of environmentally friendly materials and proportion of the profit constantly being donated. The target market will have all more reason to share the great about this innovative product and engagement of the important message behind Nature’s Wildcard. A gift that keeps giving, for the environment, local Australians and to a great cause.
The Market S.W.O.T. ANALYSIS for my business... Nature’s Wildcard - S.W.O.T. Analysis Below find Nature’s Wildcard business strengths, weaknesses, opportunities and threats.
Strengths •
No formal office, that means no overhead expenses. (Electricity, rent, water.)
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Weaknesses •
No formal office no face-to-face communication. Alot of documentation will need to be kept only electronically
Environmentally conscious product 100% recycled materials, plant-able seed paper
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Starting a new business trying to connect with target market
Starting a new business allowing a trusting start with product range and communication
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New to the market difficult to connect through to the demographic
Strong branding, advertising and connecting with the target demographic
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Lack of interest in key selling points
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The main source to connect with customers via Internet can run the risk of not working
Building a great team in Australia and get a feel for the process before heading international
Opportunities
Threats
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Allow customers to grow with the business as new products emerge
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Other brands that have large range of loyal customers of their products
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Allow customers to spread the word of Nature’s Wildcard for you via social media
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Cheaper and convenient range available locally
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Run multiple start-up campaigns to engage the public and locals
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Being about to connect with other charitable causes to donate to or feature during special promotions
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Sell materials locally at markets & online and gain feedback and improve the products
Difficulty in finding supplier that is willing to do small printing and laser cutting runs •
Restrictions for packaging seeded paper to be mailed/shipped
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Lack of social media coverage can run the risk of minimal aware of the brand and products & poor reviews can be very damaging towards the business
The Customers Customer demographics [Define who your target customers are and how they behave. You can include age, gender, social status, education and attitudes.] Primarily the demographic would range 17-40 years old. Target towards women that are thoughtful of others, feminine, environmentally conscious, spend more than 2 hours on the Internet a day, enjoy outdoor activities. 85% Female & 15% Male. Single, Married, Has a stable income, shop locally, enjoy socialising. Key customers [Identify your key customers. (These can be large consumers of your products or individuals whose satisfaction is key to the success of your business.) How will you target your products/ service to them?] The best way to not only target the product to the market and expand it also would be to bridge their interests together. Social media advertising will raise brand awareness and connect more with younger woman. Planting the seed paper can be enjoyable for the older generation with more time on their hands. Though giving a gift that donates and use recycled paper can encourage all customers of the product male or female to purchase the greeting cards. Customer management [How will you maintain a good relationship with your customers? What techniques will you use? How will you keep your customers coming back? Have you introduced customer service standards? Do you follow any particular code of practice?] The best way to connect and engage with customers is through all things media. Every launch for new products will be a short video advertised on YouTube featured on related topics such as beauty, health, gardening, organising, cause, fund arising, environmental information channel. Furthermore, twice a week will be emails sent out to subscriber with tips, tricks, design and product related material offend with specials for loyal customers. There will be a reward system giveaways and partnering businesses to complement the product in all its glory. All customers can search online for the e-commerce website to make purposes or follow the social media links for design process and the growth of people’s planted seed paper.
The Future Vision Statement // Mission Statement // Goals
- Vision Statement NATURE’S WILDCARD AIMS TO BLOSSOM PERSONAL RELATIONSHIPS THROUGH BEAUTIFUL DESIGNS WITH OUR CARDS, A GIFT THAT KEEPS GIVING. - Goals/Objectives SMART Goals – Specific / Measurable / Attainable / Relevant / Time Bound
Short Term - In 2016
Nature’s Wildcard is designed and made from Australian resources the business plan is to develop and grown to be known internationally though begin to trade only within Australia. • Begin selling to the Australian market by June 2016 (be aware of mailing restrictions for plant life) • The business to become recongnised via social media with more than 1,000 followers throughout Australia by the end of 2016. • Establish connections with suppliers and printers for long-term engagement for Nature’s Wildcard by the end of May 2016.
Long Term – By 2020 // 4 years
Within the first two years the business will allow customers to buy products online globally through an automated system and passed through the design team. Each member will have their own individual responsibilities working together to achieve and supply quality products to our customers. • By 2018 have suppliers overseas for the global market to sell and deliver the products internationally. • Consecutively design products regularly for customs to build and develop the design base ready for clients to order without close monitoring by 2020. • Build a team to collaborate and allocate field specific roles to achieving ongoing designed products regularly by 2018.
What to do Now - In 2016 • Practice the designs in theory on the cards. • Test the difference between suppliers with different paper stocks & weights. • Explore the best form of packaging for each product. • Outline target market detailed. Market towards those people. • Explore similar brand and products find out what they aren’t doing!
07
WEEK .
- Venture Summary (1,000 words)
Public Disclosure Summary Nature’s Wildcard trade, design and sell only in Australian. We aim to blossom relationships through beautiful designs with our new range of greeting cards. Each card includes seeded paper that can be grown into memorable flowers. 5% of all proceeds support The Nature Conservancy to help build a sustainable Australian environment for the future. Nature’s Wildcard, A gift that keeps giving.
Venture Overview Nature’s Wildcard is all about giving back to the environment whilst promoting positive change. The new greeting card range uses high quality recycled paper, with 5% of proceeds given to The Nature Conservancy. The designs cover a ray of seasonal popular ‘card giving moments’ from Happy Birthday cards to Merry Christmas. The greeting card design includes of a laser cut, full colour printed envelope. Inside stores the private message from a loved one, as well as packaging for individual sale & postage. Each card will include seeded paper to be planted and blossom into beautiful flowers related to that season. (Such as Daises & Tulips for Easter.) *Each card is designed for the related season/event. Nature’s Wildcard address many exciting opportunities: • • •
Raising and encouraging changed environmental choices to make a difference Partner with many local Australian businesses to enhance trading nationally Contribute 5% of proceeds to The Nature Conservancy
Nature’s Wildcard address national issues: • •
The emphasize the importance to recycle paper and be more consciously aware of products final destination The impact of all products environmentally how effective is the overall design and use of resources (packaging, shipping/mailing method, print advertising.)
Our customers are valuable to us so we have included a pleasing customer care warrantee. If you are unhappy with the product send it back to us for a full refund of the purchase price less delivery. The product must be in original condition. If the product seems to be broken or not as per the display image online, you will receive a full refund. Please note the card must first be sent back to the head office to redeem your refund.
International
Trading
Target Audience Main target market would be women; they are statistically the majority sex to purchase greeting cards. Primarily the demographic would range 17 to 40 years old. The ideal individual would be considered very thoughtful, feminine, environmentally conscious, spend more than 2 hours on the Internet a day, enjoy outdoor activities. More in-depth the relationship status could either be single, married, she has a stable income, enjoys shopping locally/conveniently and often socialises. The customers of Nature’s Wildcard are a small niche market, with concerns for the environmentally and all about supporting local Australian businesses. The greeting cards are tailored to give every individual that unique, personal and handmade feel. There will be multiple communication platforms to allow the successful directed advertising to the right audience. (Such as: Website, Facebook, Pinterest, Instagram), small partnering boutiques storefronts, email chains, phone, market stores). Though the brand awareness techniques in place for Nature’s Wildcard and evaluated target market product interest will be highly successful. More than 60% of people that participated in a local survey said they would purchase the card through the listed beneficial factors alone. The aim is to create loyal long-term customers that makes routinely purchases for a minimum of 3 cards per year. There will be bulk purchase options for people that like to plan ahead or prefer the generous discounts. This also saves on resources posting more items at one time.
Resources This description will be on the basis of the current position of Nature’s Wildcard. The beginning stage that has much growth and changes to come. Nature’s Wildcard obtained resources (Personal, financial and Physical): • • • • • • • •
Legal name is traded in Australia, domain also obtained Business branding all created in house Freelance artist available for illustration work (Approved for commercial use) Contact via social media, mobile, email and website Equipment laptop, car, design programs and business assets Local Printer & Laser cutting services Assess to industry professionals for feedback and guidance Support team of fellow student designers
Nature’s Wildcard require the resources of: • • •
Partnering local businesses to approve and sell the range of greeting cards The approval to donate to The Nature Conservancy The designs to be finalized and approved before being sent to print
Development Through the practice of SMART goal setting planning for short and long term will show the progress toward the aimed outcome for Nature’s Wildcard. Things To Do Now: • • • • •
Practice the designs in theory on the cards Test the difference between suppliers with different paper stocks & weights Explore the best form of packaging for each product Outline in detail the target market & aim of the business. Related adverts and branding Explore similar brand and products find out what they aren’t doing
Short Term Goals for 2016: Nature’s Wildcard is designed and made from Australian resources the business plan is to develop and grown to be known internationally though begin to trade only within Australia. • • •
Begin selling to the Australian market by June 2016 (Be conscious of mailing restrictions for plant life). The business to become recognised via social media with more than 1,000 followers throughout Australia by the end of 2016. Establish connections with suppliers and printers for long term engagement for Nature’s Wildcard by the end of May 2016
Long Term Goals by 2020 // 4 years: Within the first two years the business will allow customers to buy products online globally through an automated system and passed through the design team. Each member will have their own individual responsibilities working together to achieve and supply quality products to our customers. • By 2018 have suppliers overseas for the global market to sell and deliver the products internationally. • Consecutively design products regularly for customers to build and develop the design base ready to order by 2020. • Build a team to collaborate and allocate field specific roles to achieving ongoing designed products regularly by 2018 Furthermore, the growth potential can increase 5% expected through the drive of social media and general interest from the public alone. Through one loyal customer you could reach many others raising the brand awareness as they give Nature’s Wildcard products to their friends and family. Key factors that contribute towards the growth of Nature’s Wildcard success is to pin point the target market and connect powerfully. Minimising expenses of the business through services and third party contribution. Maximise free advertising through social media and encouraging positive word of mouth and online feedback. Always working toward strong loyal customer relationships, involvement and giving back either to the environment or universally.
08
WEEK .
- Integrated Media Marketing Strategy (6x Exemplars)
The Business Partnership The integrated media marketing campaign will consist of various platforms to promote the connecting concerns and vision for both Nature’s Wildcard and The Nature Conservancy. The strong message will be to raise awareness of being environmentally conscious and making change and contributing towards a greater future. My Choice. It’s the choice to change, learn and grow.
Encourage Change
Protecting Nature THE LINK
All Australian Trade Environmentally Conscious
#MYCHOICE
Conserve the Lands Future Generations
#CHANGE
#AUSTRALIA
Nature’s Wildcard Nature’s Wildcard Opportunities: • • •
Encouraging environmental change Local Australian business partnerships Supporting The Nature Conservancy
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Nature’s Wildcard trade, design and sell only in Australian. We aim to blossom relationships through beautiful designs with our new range of greeting cards. Each card includes seeded paper that can be grown into memorable flowers. 5% of all proceeds support The Nature Conservancy to help build a sustainable Australian environment for the future.
The Nature Conservancy How do we achieve this mission and vision? •
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Through the dedicated efforts of our diverse staff, including more than 600 scientists, all of whom impact conservation in 69 countries. With the help of our many partners, from individuals and governments to local nonprofits and corporations. By using a non-confrontational, collaborative approach and staying true to our five unique core values.
The mission of The Nature Conservancy is to conserve the lands and waters on which all life depends. Our vision is a world where the diversity of life thrives, and people act to conserve nature for its own sake and its ability to fulfill our needs and enrich our lives.
Card Collection
#MYCHOICE
A small collection of seed paper cards can easily promote the campaign message easily. Designs include of the slogan “My Choice for Change!“ as well as environmental related quotes.
EXEMPLARS
Beach Sandals
#MYCHOICE
To resemble the impact that each person has on nature and the environment these ‘My Choice to change!‘ Thongs will leave a lasting impression by on lookers as well as in the sand.
EXEMPLARS
Short Awareness Video
#MYCHOICE
A short awareness video of the current Australian threats for the future of our environment and how people can get on board with the campaign. Easy to view and share on social media.
EXEMPLARS
Promotional Poster
#MYCHOICE
Something strongly visual with a clear message and meaning. Simplicity is key for the poster design.
EXEMPLARS
Degradable Tote Bag
#MYCHOICE
By using a degradable tote bag part of promoting the campaign is another way to show fellow Australians in simple choices to think green as can make a huge difference.
EXEMPLARS
Website Online Presence
#MYCHOICE
Research helped determine what is best for the environment, most appealing towards our customers and cost efficient. Mood boards and exemplars help aim a clear vision of the product.
EXEMPLARS
09
WEEK .
- Press Release - Worksheet Attached
Nature’s Wildcard Press Release Newsworthy // Concise // Attention Grabbing // Hash-tag Emphasis
#MYCHOICE
10
WEEK .
- Survey Responses - Documents Attatched
Market Research Survey Nine people were surveyed about the partnership between the campaign of Nature’s Wildcard & The Nature Conservancy. Slogan “My Choice to change!“ The recommendations and feedback from the survey were utilised in the week 8 activities.
SURVEY RESULTS • “Good Ideas,” “It’s very original” “Strong message!” • 9/9 Agreed the choice of partnership worked with products well! • Would you recommend it? 9/9 Very Likely • I’d personally support our campaign? 3/9 Extremely Likely 6/9 Very Likely • Issue Importance for you? 3/9 Extremely Important 4/9 Very Likely 2/9 Moderately Important
Feedback & Things to Improve. - Design Wise. Use bright colour for the poster & try something graphically appealing whilst maintaining your message. - Social Presence. Use more social media and feature products on Instagram. -Product Presentation. Show more of Nature’s Wildcard branding and make it well known the products and campaign is Australian.