Flint by Eve Watermelon

The Issue

BUSINESS PROPOSAL

08 - 15 Who are Flinterâ&#x20AC;&#x2122;s Our Mission Statement Flint Workshops Founders

18 - 23 Research Survey Research Focus Group Results

26 - 41 Customer Segments Customer Relationships Channels Value Propositions Key Activities Key Partners Key Resources Cost Structure Revenue Streams

44 - 63 What We Stand For Flint Workshops Branding Logo Variations Logo Minimum Space Logo Restrictions Typeface Logo Colours Brand Identity Imagery What Makes Us The Only

Who are Flinterâ&#x20AC;&#x2122;s Our Mission Statement Workshops Founders

WHO ARE FLINTERâ&#x20AC;&#x2122;S? We are Hunters of Communication, Gatherers of Information. We are known as the Flinters. Flint is all about taking time out from the modern tirade of modern notifications and notations, not only for learning, but also for re-connection. We are a relaxed and welcoming community which provides both entertainment and education to the masses. We at Flint aim to educate the local community, through Intellectual talks and audience responsive gatherings, held on the basis of current topical events. Being community focused is very important to Flints ethos and as such the Flinters are encouraged to treat both guests and intellectual speakers as approachable on a basic human to human level, all are free to share their personal experiences and subjective views. This is also reinforced by the tagline: We are Hunters of Communication, Gatherers of Information. We are known as the Flinters.

MISSION STATEMENT We would like to tell you why this will change your life. Because you only get one. Why not embrace every opportunity to live it offline rather than online? Our mission is to utilise your mental capacity and divine presence to its fullest to become a better, more rounded human being. 10

FLINT WORKSHOPS Fint workshops will be decided by what the community want to discuss and learn more about. For example a discussion on current political events that you would like to understand in an environment that you feel comfortable in, stress management for the busy lifestyle, workshops in guided meditation, sharing gardening skills and cooking techniques or learning how to effectively deal with someone with a misunderstood mental illness.

FOUNDERS We are the original Flinters. This is our passion. This business idea was born from an idea that was sparked over an afternoon chat where we aligned our personal interests. Together we want to encourage more offline interactions with our community, with you! We are Conor, Danica, Mel, Asta, Danielle and Eve. We are hunter of communication, gathers of information.

Research Survey Research Focus Group Results

RESEARCH More than 1 in 3 people (Gen Y)check their smart phone every 30 seconds. Thatâ&#x20AC;&#x2122;s more than 1,000 times a day. 1 in 2 people admit to texting, emailing or checking social media whilst at dinner. 1 in 5 people admit to texting whilst driving a car. Lets think about this for a second. At least 3 or 4 people in this room, myself included, put their own lives at risk to respond to a text message whilst driving a car. When did we become so desperate to stay â&#x20AC;&#x153;connectedâ&#x20AC;? that the safety of other peoples lives is no longer of value or holds any importance when our phones go off? What does this suggest about our value for the meaning of life? We are so desperate to read what that text messages says but so uninterested in engaging in conversation with the lady that sells you your petrol at the service station. 19

SURVEY RESEARCH We did some really underground research. We spoke to some STRANGERS. People that we had never met before and engaged them in conversation. This is what we found. More than 50% of people had no idea of any social events that aligned with things they felt passionate about. Over 60% didnâ&#x20AC;&#x2122;t no how they could source information on topics of conversation they felt passionate about without using technology. And over 65% said that using social media made them feel connected to people. What we found from this stranger interaction is that there are a whole bunch of passionate people out there, that donâ&#x20AC;&#x2122;t no how to connect with other passionate people without relying on their phones to connect them.

FOCUS GROUPS The first ever Flint workshop was held overlooking the story bridge in Brisbane on a beautiful sunny afternoon in March 2015. The topic of the workshop was “Life after design school” and like-minded students came together to share their knowledge, aspirations, hopes and fears for what life after design school would entail. The workshop had no technology influence and customers were all seated in a comfortable, relaxing environment. The mentor, whom was a lecturer at Billy Blue College of Design, overlooked the workshop and offered valuable insight into her experiences, opinions and advice. This allowed customers to gain first hand knowledge and skills on the topic. They were also able to form meaningful relationships with each other through open communication and a relaxed environment. Feedback from this event was gathered after participation and this included comments such as “the importance of a mentor was really beneficial as it allowed everyone to have their say and be able to ask questions.” Positive feedback was that; “I was made to feel very comfortable to share my thoughts, dreams and future aspirations. It was nice to share my knowledge and it was even more fantastic to hear others insights.” Overall this workshop can be summarized by; “I learnt a lot! I would highly recommend to all of my friends to go along! I can’t wait until the next one – I will be back I’m hooked!” 22

Customer Segments Customer Relationships Channels Value Propositions Key Activities Key Partners Key Resources Cost Structure Revenue Streams

CUSTOMER SEGMENTS Customer segmentation is the practice of dividing a customer base into groups of individuals that are similar in specific ways relevant to marketing, such as age, gender, interests, and habits. Our target market is aimed at community minded individuals aged 16 - 34 who have the shared desire to meet new people, share ideas and learn. Two prime examples of the kind of people that are likely join the Flint community are; JENNY

BEN

Jenny is 23 years old New to Brisbane University Student No friends Out going Interested in outdoor activities Works at Coles

Ben is in his late 20â&#x20AC;&#x2122;s Computer nerd Degree in history and philosophy Low self-esteem Feels unfulfilled with his life Wants to make a change in his life Lacks social skills

CUSTOMER RELATIONSHIPS Customer relationships describe how a company interacts with current and future customers. At Flint we respect everyone as an individual and believe everyone has the potential to be great. We help people discover their inner sparks can shine brighter than their phone screen. We aim to establish a bond and friendship with our fellow Flinters thats continues beyond a number and sign up sheet. Real connections, with real people get real results and thats what we aim to achieve with our customers.

CHANNELS The path through which goods and services reach the consumer or payments for those products travel from the consumer to the vendor. Flint’s primary customer segments need to be reached via channels that integrate with their lifestyles and routines. These network channels revolve around exclusivity and shared beliefs within our customer segments. By utilizing postcards and posters, in conjunction with our local key partnerships/organizations, our advertising channels can successfully target the customer segments, while maintaining cost efficiency. High foot traffic areas such as public transport stations, public areas such as libraries and parks 30

and institutions, universities and busy work and retail places are where our channels are directed. A series of scattered postcards are left in high traffic areas and institutions, relying on natural human curiosity too seek attention and also encouraging interaction with strangers. This “share with a stranger” notion also reinforces Flint’s value propositions and core beliefs; it encourages human-to-human communication and reinforces the importance of making connections with others. These postcards will direct the customer segments towards specific local cafes and organizations and will be where they are able to access further information on Flint workshops. Upon arrival at the chosen café, the customer

will purchase a coffee or an associated product for an extra fifty cents on top of the regular coffee price. The coffee will come with stamped information on the cup and allow them access to the Flint website, where they can find out the workshop, location and are given the opportunity to pay and reserve a seat at this specific workshop. This channel increases revenue for Flint and will also provide the cafes and local organizations more exposure and business. This channel integrates well with customer routines; it reinforces the values of Flint and allows the customer segments to feel a part of an exclusive community

VALUE PROPOSITION A value proposition is a promise of value to be delivered. Itâ&#x20AC;&#x2122;s the primary reason a prospect should buy from you. Explains how your product solves customersâ&#x20AC;&#x2122; problems or improves their situation (relevancy), delivers specific benefits. Flint is the resolution to the problem we have, and try not to recognize. Many modern humans spend incredible amounts of their time with their heads within computer screens or mobile phones. Many of us lack true human to human communication skills. The desire to build meaningful relationships and are beginning to lack moral and social confidence. Education and

self-betterment are also slowly being absorbed into a world of on-line learning, on-line communication and on-line confidence... we are hiding behind likes and double tapped hearts. The value of basic human interactions cannot be wholly replaced by human to technology communications, thus creating our unsatisfactory addiction to it. Flint brings to light the realization of technology dependence, and create meaningful relationships.

At Flint we provide a re-connective outlet, the solution, offering workshops on a range of

issues, topics and skill types. We are allowing for Flinters to expand their physical, mental, emotional and spiritual capacity to become a better, more rounded human being. This will increase their social human-to-human interactions, their confidence and ability to share skills, experiences and insights with others. Encouraging their independence from technology, and their mindfulness to share these insights.

KEY ACTIVITIES This is a general term that encompasses all the activities carried out by a organisation during the course of business. Business activities are ongoing and are focused on creating value for the business. Key activities include: • Personalized and friendly brand identity approach. • Minimal focus on technology as a business tool. • Strong commercial and personal partnerships. • Guerrilla style marketing • Weekly Flint events. • Quarterly Flint Zines Because of the nature of Flint workshops, we tried to reflect our value proposition through our distribution channels. Through guerrilla style marketing and encouraging word of mouth we reflect our brand identity and minimize the possibilities of becoming a technology driven service. Our customer relationship is built on honesty and interpersonal relation. At Flint practice what we preach and therefore build a strong cornerstone for customer relationships.

KEY PARTNERS A business partner is a commercial entity with which another commercial entity has some form of alliance. This relationship may be a contractual, exclusive bond in which both entities commit. Flint sponsors vary based on the current topic at hand, Each Flint workshop will have a different guest speaker given, on a topic sparked by a community vote. This intellectual speaker for

the event is sponsored by one of our varying key business partners. This type of partnership could be referred to as â&#x20AC;&#x153;angelâ&#x20AC;? partnering, a system were both parties can benefit economically and gain corporate exposure at the lowest possible cost. Working with many organisations allows Flint to maintain diversity, as well as keep current and up to date with new trends.

To support partnerships we also work closely with a base key supplier, BillyBlue. This improves our variety and range within the mentor-ship program as both mentors from our partnered organisations and key suppliers contribute to Flint. This also allows us to target varying demographics associated within BillyBlue, whom are potential Flinters.

KEY RESOURCES Key Resources are the stock or supply of materials, staff, and other assets that can be drawn on by a person or organization in order to function effectively.

PHYSICAL

FINANCIAL

Event Space Postcards/Business Cards Website Social Media

financial accountant tax agent bookkeeper EFTPOS machine

HUMAN

INTELLECTUAL

Intellectual Speaker Volunteers Part-time Employeeâ&#x20AC;&#x2122;s Web/app developer

Council permits ABN intellectual (brand/patents/copyright data) professional indemnity worker compensation

COST STRUCTURE Cost structure refers to the types and relative proportions of fixed and variable costs that a business incurs. 40

REVENUE STREAMS

What We Stand For Flint Workshops Branding Logo Variations Logo Minimum Space Logo Restrictions Typeface Logo Colours Brand Identity Imagery What Makes Us The Only

WHAT WE STAND FOR Flint, is a hard, sedimentary cryptocrystalline form of the mineral quartz. When struct against steel will produce sparks, these sparks can then ignite a fire, this fire will then shine light and bring warmth. We are flint - we want to spark a fire. We are taking you back to your basic human need, we are breaking personal social boundaries and we are going primal. We are re teaching you how to speak again the way you were first taught, using words to communicate instead of phones. We are hunters of connection, gathers of information. 45

BRANDING Flint approaches a minimalistic design that represents the very essence of the brand. You feel excited when you touch the paper, you are eager to search through our site, and you are eager to learn more about our brand. We are Hunters of Communication, Gatherers of Information. We are known as the Flinters.

LOGO VARIATIONS Colour, mono as well as a brandmark has been created for use across the brand suite. The Colour version is the preferred version if the foreground is neutral.

MINIMUM CLEAR SPACE Ample clear spacing should be given to the logo whenever it is used. The minimum clear space requirement for the logos is 12mm surrounding the logo. Be generous with spacing around the logo to ensure clarity and impact.

12mm

LOGO RESTRICTIONS NEVER typeset, draw manually or create the logo using computer graphics. DO NOT distort the Logo when resizing. To maintain the correct size of the logo, hold down the SHIFT button while pulling out the outer image square. This will maintain the Logoâ&#x20AC;&#x2122;s correct Dimensions. NEVER place the Flint Logo over a busy photo.

PLEASE DON’T

Flint. Flint. Flint.

TYPEFACE

Brandon Grotesque ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 Helvetica Light ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

BRANDING

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