PAGES 2

THE AGORA APPLICATION

From inception Agora will be completely online; we have no need for a physical business address nor the costs that come with it for the inital 6months of business. Primarily existing as both a desktop and mobile application, Agora will tap into the Apple Store and Google Play platforms for initial no-cost advertising in the first year of development. Agora hopes to build traction by utilising collaborative events to build a network of early adopters for brand recognition as well as product precedents to utilise on our social media platforms.

QUALITY OF BUILDING MATERIALS BEING TRADED

SIZE OF TRADING NETWORK

COMPETITOR ANALYSIS

• Trend towards digitally based 'sharing economy' businesses • Agora fills the gap as the first peer-to-peer market for architectural services • Building construction waste accounts for 40% of Australia's total waste. Agora's platform links construction sites (waste creators) with designers and their prospective architecture clients as a 'one-stop-shop' for upcycling building materials • Existing informal platforms for material trade and C&D waste recycling are Ebay, Gumtree, and community Facebook groups • Unlike competitors, Agora provides built in quality assurances for material selection • Design professionals assist clients in the whole design lifecycle from recycled material selection to design completion

The most exciting aspect of the Agora model is growth. Initially commencing with client registration for skilled services incorporating areas of architectural design such as research, analysis, feasibility studies, schematic design, design development, documentation and project management, the Agora App plans to expand into many more fields encompassing the construction and civil morphoses. Planning for accelerated growth, Agora hopes for a global future. Trialling the platform in alternative Australian cities after benchmark success has been reached within Melbourne, Agora will move to both Brisbane and Perth, before landing internationally in Portland, Oregon. However, don’t be misled – whilst Agora may think globally, we still act locally.

STRATEGIC PLAN S W O T

STRENGTHS

• Varied skill and network capabilities of founding partners - IT, Marketing, Design + Architecture • Low cost start-up (online business) • Technologically driven and online savy team

WEAKNESSES

• Limited initial funding ($125k) • Much still to learn about built environment industry (mitigate by speaking regularly with mentors from

MAP scholarship)

OPPORTUNITIES

• Construction waste recycling is a pertinent problem and hot topic in Australia, especially Victoria • No directly comparable digital competitors in this niche space of business. We are disrupting the norm. • The topic of waste recycling and sustainability speaks to many people within and outside the industry

THREATS

• Government regulations/restrictions to construction waste recycling process • Safety assurances (quality control of material being recycled)

Instead of the traditional system of architectural practice, Agora focusses on three networks; employment relationship, business operation and material disposal.

MOBILE OPERATIONS

Your architectural office is our architectural office. Without a physical business address, our home and main port of communication becomes the online desktop or mobile application. We also proceed our marketing on current social media, like twitter and instagram.

DIVERSE EMPLOYMENT

Agora is aimed at creating a diverse network of employees. By creating a peer-reviewed employment system, Agora provides working opportunities ranging from architectural professionals to unskilled labour.

C+D WASTE SUPPLY

The literal meaning of agora is ‘gathering place’ or ‘assembly’. Originating from Ancient Greek, Agora aims to convey enthusiasm and ambition to gather a series of architectural services, in this first ever peer-to-peer online marketplace. Just like the central public space in Ancient Greek city-states, Agora is open, dynamic and inclusive, giving all people, no matter professionals or unskilled labourers, a role to play.

2 COMPANY IDENTITY

Agora's logo is an abstracted representation of three combined forms, with a contrasted edge. The three forms indicate the three commencing networks and pillars of Agora's marketplace model: Freelance Architectural services, Client Proposal and Project Registration, and the Material Marketplace, whilst the voided and blank areas of the abstracted form clearly represent the "removal" of unnecessary traditional methods of business.

Agora has chosen a two-colour system within our branding Style Guide to highlight the two-way shared economy model underpinning our strategic plan. Utilising colours 'scarlet' and 'beige', we want to purposely stand apart from other colour palettes saturating the app industry today.

As there is an urgent need to deal with the consistently increasing amount of construction and demolition waste worldwide, especially in regards to commercial projects within Greater Melbourne, Agora takes recycling seriously. Not just as an answer to the environmental crisis, but to provide our clients with reduced costs.

The style guide specialises individual icons designated for three major end customers corresponding to different services. For easy identification, when utilising the app, the user will click the icon to be diverted and directed to their target service system.

CLIENT FREELANCER SUPPLIER

AGORA

3 STYLE GUIDE

Voided Space

Network

Abstracted pillars of Agora Model

Company name

(Font: Myriod Pro)

BRANDING

STYLE CONCEPT + DESIGN

AGORA SCARLET

CMYK(%) 51,100,88,30 RGB 116,22,35

AGORA BEIGE

CMYK(%) 15,18,21,0 RGB 223,210,198

4 BRAND LOGO

Agora branding emcompasses two colour strategies with opposing white and black background contexts, offering flexibility to establish suitable aesthetic value in different social media outlets.

White background - Instagram, Pop up store, journal/text based platforms

AGORA

Agora applies the default, logo with white background on the predominate of all promotional material to convey a feeling of minamalism and simplicity.

AGORA

Black background - Twitter, Agora App - both desktop and mobile version login pages

Utilised to target the architectural audience, this logo version attempts to highlight the companies commitment to professionalism

5 LOGO APPLICATION

Left: Mock-up design for pop up store signage Right: Mock-up design for site high-vis clothing