SMALLBUSI NESSDEVELOPMENT OFMOTORCYCLEMECHANI C
J
i t ubhai r unsat wowheel er sr epai r i ngands er v i c i ngs hop(gar age)namedasAAI S HRI KHODI YAR BI KECAREi nt heKudas anar ea.Hehasonedaught er sandones onal ongwi t hhi swi f es t ay i ngwi t h hi mi nhi shous e.Hi sent i r ef ami l ydependsonhi m f ort hes our c eofi nc ome.J i t ubhaiwor k shar di nhi s gar aget oear ns omemoneywhi c hwi l lhel phi mi n hi sk i dseduc at i onandmar r i age. Hei sv er ymuc hi nt r es t edi nhav i nghi sowns hops omedayanddev el opi nghi sbus i nes st ogr ow i nt hef ut ur e. BUS I NES S S EL ECTI ON
I NDUS TRY S TUDY
S HADOWI NG
CUS TOMER PROFI L E
S WOT ANAL YS I S
L OCALCOMPETI TORS MAHAL AXMI AUTO BI KE-
BRAI N S TORMI NG ( VAL UE FI NDI NG)
FI EL D RES EARCH
EXI S TI NG BUS I NES S MODEL CANVAS
I NS I GHT GENERATI ON
DATA ANAL YS I S
FI NAL S OL UTI ONS
TRACKED BUS I NES S APPORTUMODEL NI TI ES GENERATI ON OFS OL UTI ONS
S WOTAnalysisofExistingbusiness
I ti sl oc at ed i nt heaut omobi l emar k etof s ec t or21oft heGandhi nagar . Thi ss hopi s wel l k nownf ort hes el l i ngofs par epar t sof r oy al enf i el d
VI KASAUTOMOBI L ES -
VAL UEFOR CUS TOMERS
DailyactivitychartofJitubhai
S TRENGTH
Monopol y S ec t or21hasmanys mal ls hopsl i k ev i k as 1. 2 . On s i t e r e pai r i ng aut omobi l esf ors al esand s er v i c eoft wo 3 . 2 1 y r E x p e r i e n c e wheel er ss par epar t s . 4. Cus t omerRel aROYALENFI EL DS HOWROOM ti ons hi p Rec ent l yr oy alenf i el dhasopenedt hei rau- 5. S at i s f i dec us t omt hor i z ed s howr oom i nt he s ec t or30 of er s Gandhi nagarwhi c hs al es t hebi k esandhas 6. Bi k eModi f i c at i on a wor k s hop f ors er v i c i ng and r epai r i ng.
WEAKNES S
OPPORTUNI TI ES
1. Canbeni f i tf r om hi s 1. Nof i nanc e monopol y 2. Nohel per Adv er t i s eandat 3. Nos al esofs par e 2. t r ac tot herbul l et par t s s . 4. Noadv er t i s i ng owner
THREATS 1. Company s howr oom c an di s t r oyhi m. 2. Hel perl ear ns t hes k i l l and s et uphi sown gar age
Whatcustomerslike&dislikeintheservice? Busi nes sDev el omentS t r at egi es Oncallappointment
Peopl ec anc al lhi m andf i xt heappoi nt ment aspert hei rneedsandc anc hec kt heav ai l abi l i t yoft hemec hani c
Counseltinbikerallies
Onsiteservice
J i t ubhai of t engoons i t eandr epai rbi k esbutt hi s f ac i l i t yi sk nownbyonl yf ew c us t omer s ,hec an adv er t i s eaboutt hi sasas pec i al f eat ur e.
Freecheckups
Hec an s t ar tpr ov i di ng f r eec hec kupsf ort he new us er swhi c hwi l l hel phi m at t r ac tc us t omer s
Asbul l r towner sar emos toft het i mess t ay c onnec t edt oeac hot her st hr oughr al l i esand gr oupst hi sc anhel phi mt os how bi k eowner s hi ss k i l l s
Keepbikemodification magaz i nes
Hec anbuyol dbi k emodi f i c at i onmagaz i nes andk eepi nt hes hopbywhi c hpeopl ec an under s t and hi sl at es tk nowl edge ofbi k es . c us t omer smay be wi l l i ng t o modi f yt hei r bi k esaspers howni nt hemagaz i nes
DESIGN PROJECT - I (SMALL BUSINESS DEVELOPMENT) BUSINESS DEVELOPMENT OF MOTORBIKE MECHANIC BY Kunal Prabhakar Dewalwar (SDM-2012 Batch)
Under the guidance of Prof. Bhavin Kothari
NATIONAL INSTITUTE OF DESIGN P.G.CAMPUS, GANDHINAGAR, GUJARAT I
CIRTIFICATE
II
ABSTRACT This documentation report is the result of second semester design project. The purpose of this project report is to study the unorganized small scale business and to generate ideas/solutions to develop it. This project is a platform for us to put our best skills and to learn practically. This project gave us a broad understanding of the importance of different factors in a small business. The final deliverable is a written report that gives a brief understanding by Design Managers, and other significant Stakeholders. This report gives a detailed explanation of the process followed to come up with Business solutions, which can be used for a range of business decisions including strategy, evaluation of management and design decisions at various levels of business design and business operations. In this report for small business development I had chosen a motorcycle mechanic who repairs Royal Enfield bikes. He is struggling to develop his business in new shop location. My role was to suggest him new ways to develop his business through design thinking and strategic approach.
III
ACKNOWLEDGEMENTS No good work can be completed without the guidance of well worth teachers. To complete this project work I had the pleasure of being advised by many eminent personalities. I wish to convey deep sense of gratitude to all of them. In the completion of this project, I am most indebted to my course coordinator Mr. Bhavin Kothari for his expertise & highly valuable guidance. Prof. Bhavin Kothari’s personal supervision of my research work & his keen interest in it was always a source of inspiration to me. He gave a meaningful though to my vague ideas & concepts. His encouragement & helpful attitude, when I needed them most, inspired me to undertake this work. I would like to thank Prof. Shridhr Rayali , Prof. Bhaskar Banerji and Prof. Radhi Parikh for their helpful suggestions and guidance throughout the project. I would like to extend my sincere thanks to Jitubhi for letting me work for his business development. Finally, my special thanks to all my SDM friends without whose support; I could not have completed this project work.
IV
TABLE OF CONTENTS Title page……………………………………………………………………………………………………………………………………………I Certificate………………………………………………………………………………………………………………………………………….II Abstract……………………………………………………………………………………………………………………………………………III Acknowledgment ……………………………………………………………………………………………………………………………….IV Table of contents…………………………………………………………………………………………………………………………………v 1) Project Brief…………………………………………………………………………………………………………………………………..1 1.1) Aim…………………………………………………………………………………………………………………………………………….1 1.2) Objective……………………………………………………………………………………………………………………………………..1 1.3) Methodology…………………………………………………………………………………………………………………………………1 1.4) Process followed…………………………………………………………………………………………………………………………….2 2) Stage -1 : Business selection…………………………………………………………………………………………………………….3 2.1) About business……………………………………………………………………………………………………………………………..3 2.2) About Jitubhai’s Profile…………………………………………………………………………………………………………………..4 3) Stage – 2 : Shadowing……………………………………………………………………………………………………………………..5 3.1) Daily activities of Jitubhai……………………………………………………………………………………………………………….6 3.2) Daily activity chart……………………………………………………………………………………………………………………….15 4) Stage – 3: Industry Study ( Competitors) …………………………………………………………………………………………14 4.1) Other local automobile shops………………………………………………………………………………………………………….14 V
4.2) Royal Enfield showroom ……………………………………………………………………………………………………………….15 5) Stage – 4 : SWOT Analysis ……………………………………………………………………………………………………………..16 6) Stage – 5 : Consumer Profile ………………………………………………………………………………………………………….20 7) Stage – 6 : Brain storming ( Value Finding )………………………………………………………………………………………21 8) Stage – 7 : Value for Customers ……………………………………………………………………………………………………...22 9) Stage - 8 : Existing Business Model …………………………………………………………………………………………………23 10) Stage – 9 : Customer Research ……………………………………………………………………………………………………..24 11) Stage – 10 : Data Analysis ……………………………………………………………………………………………………………25 12) Stage -11 : Insight Generation ……………………………………………………………………………………………………..30 13) Stage – 12 : Tracked opportunities ……………………………………………………………………………………………….31 14) Stage -13 : Final Solutions …………………………………………………………………………………………………………..32 15) Stage -14 : Business model generation of solutions …………………………………………………………………………33 15.1) Solution-1………………………………………………………………………………………………………………………………..33 15.2) Solution -2………………………………………………………………………………………………………..………………………34 15.3) Solution -3………………………………………………………………………………………………………………………………..35 15.4) Solution -4 ……………………………………………………………………………………………………………………………….36 15.5) Solution-5 ………………………………………………………………………………………………………………………………..37 16) Conclusion………………………………………………..……………………………………………………………..………………..38
VI
1
2
3
4
5
6
7
8
9
10
11
12
13
14
ROYAL ENFIELD SHOWROOM – Recently royal enfield has opened their authorized showroom in the sector -30 of Gandhinagar which Sales the bikes and has a workshop for servicing and repairing. As it has been started few days ago it is still in its developing stage and many major works cant be done here due to lack of skilled workers. Convenience of the showroom is also a major problem as it is located in the outskirts of the Gandhinagar.
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
32
33
34
35
36
37
38