The Grow Book
PROCESS BOOK Spring 2014
CONTENTS BACKGROUND
CONCEPT
CONSIDERATIONS
5
DESIGN BREIF
12
PRODUCT
20
MANUFACTURING FLOW
6
RESEARCH
14
CURRICULUM DEVELOPMENT
21
BILL OF MATERIALS
7
PERSONAS // INTERVIEWS
15
USER PHOTO
23
BUSINESS MODEL
8
INITIAL IDEATION
16
USER EXPERIENCE
28
BRANDING
9
LEARNING DOMAINS
31
FINAL THOUGHTS
BACKGROUND
DESIGN BREIF There is a distinct opportunity that exists when it comes to developing relationships between children and nature. The aim of this project is devise both a fun and education tool that will begin to facilitate this development. It will be targeted primarily at children ages 5-12.
RESEARCH
GOING CAMPING what opportunities exist
SURVEYS TO PARENTS asking about products
PERSONAS // INTERVIEWS finding the type of person to focus on
Charlie Baldwin 3rd Grade
Nephi, UT
already has been camping experiences outdoors regularly enjoys art doesn’t like organized sports collects feathers has several pets
Emily Dumont 5th Grade
SLC, UT
has never been camping occastionally plays outside likes to read and paint has 4 best friends worried about being “cool” going into middle school
John Goodman 1st Grade
Draper, UT
has never been camping likes video games likes to play outside parents read to him every night loves trying new things
INITIAL IDEATION
Outdoor Relations Exhibit
Collecting Spaces App
Planning & Activity Books
LEARNING DOMAINS It was important to me to include the 3 ways children learn at young ages; being able to improve these three areas as they are being developed is highly marketable.
Left Brain Observations
Body Activities
Rocks
Hiking
Plants
Bird Watching
Flowers
Fishing
Animals Analysis “compare” “why do you think that” “what does this mean”
Exploring Cartography Symbols
Right Brain Patterns organize by feature things in common order or disarray Drawing Collecting Collaging
CONCEPT
PRODUCT The product is The Grow Book. It is a service that sends monthly packages of activities. The initial purchase is a binder and a subscription, and each month, the child will receive seeds and ways to “grow� their binder and their knowledge of the earth.
CURRICULUM DEVELOPMENT Based on research, a good way to facilitate learning is hands on experience. Along with receiving seeds each month, a topic will be covered.
Januar y
planting basics
July
sun & heat
Februar y
germination
August
biodomes
March
collections
September
fruit trees
April
soil ph
October
harvest festival
May
filtering water
November
indoor growing
June
leaf shapes
December
cartography
USER PHOTO
USER EXPERIENCE
order online
insert pages
select a package
wait for the mail
do the activites & have fun!
receive binder & first set of activities
recieve new pages each month
CONSIDERATIONS
MANUFACTURING FLOW Wood,
Pine Sheathing Plywood Cut Dimensions: 9.5 x 1
Panel One
Cut Dimensions: 9.5 x 9.5
Panel Two
Side
Front
Panel Three Back
lie out in order
Cut Dimensions: 9.5 x 5
Fabric One Spine
glue together
Canvas,
Olive Duck Canvas
Glue,
Carpenter’s Wood Glue
Clips
Miniature Binder Clip
glue clip to spine
Binder Complete
BILL OF MATERIALS BINDER
PACKETS
POUCH
Wood,
$2.99
Canvas,
$1.50
2 ft pine plywood
Canvas,
$4.50
Envelopes,
$0.81
Zippers,
$7.45
Stickers,
$0.55
Grommets,
$0.30
Plastic Wrap,
$0.15
Paper,
$5.60
2 ft off-white 1 ft colored
1 ft off-white
7” zippers x 2
Glue,
$0.05
wood glue super glue
1/4” brass x 3
Clips,
$7.49
9” binder clip $11.57
2 sheets of 15” cardstock 4” sealing tape
2 shipping labels 1 sticker for packet
2 ft clear $12.25
average 30 pages colored ink $7.11
BUSINESS MODEL Moving forward, I wanted to consider the future business implications and considerations should this product ever goes to market.
KEY ACTIVITIES What is required? Aside from manufactoring and shipping the binger, the primary activity is to make and continue to develop cirriculum for the product. Distribution is currently though Etsy.com, where homemade children’s items are most likely to be purchase by the purchaser demographic. Cirriculum needs to continue development so that the product can be refreshed monthly.
KEY PARTNERS Who are they? Key Partners include material suppliers, a support group, and a distributor. Etsy.com and the suppliers listed are my main partners at the time. Key Suppliers: Joann’s Fabric Acco Brands Home Depot Key Resources: Canvas Grommets Binder Rings Sheather Wood
COST STRUCTURE What costs matter most? After the initial purchase of the binder, there is the option to subscribe for a longer period of time. The longer the subscription is for, the less you spend per package, as you are becoming a more reliable customer. Most of my resources are low-cost, and the product will be able to be marked up at least 50% while still being on the lower side of pricing for workbooks. Almost everything about my structure relies on variable costs, as the company is so small, but that is often how small start-up craft companies work, so I am not too concerned.
REVENUE STREAMS What is the cost of value? Customers would be paying for the idea of the subscription; since this type of book doesn’t really exist yet, I can take a strong stance on pricing. Currently, the binder and a 3 month subsription would be $19.99, with each subsequent month costing abound $4.50. Within the first six months, I would have to reevaluate the costs as I move forward. Again, thankfully Etsy.com handles all revenue (through paypal and direct credit card purchases), making it perfect for a business model like mine.
CUSTOMER SEGMENTS Who are they? There are two segments of customers the parents (the purchasing segment), and the child (the user segment). It’s a relatively niche market, but I think the product is unique enough that it will be really strong within the market. The value for the parents is that this is an educational and fun tool for their children to use. The value for the children is that they can learn, but primarily have fun
CUSTOMER RELATIONSHIPS Why do they matter? Customer relationships are pretty important with this product. It isn’t just about establishing a reliable brand, it’s also about being there for any concerns or questions they have within 48 hours. Etsy.com sets up good communication channels with customers through email, with a good layout to create FAQs and clear purchasing infomation. These relationships are not costly, but will involve time answering emails and communicating with customers.
CHANNELS How can we reach? The primary channel is Etsy.com, however, by arranging to have the product featured on blogs for parents and distributing an email each month, we may begin to reach customers in other ways. Again, I will be relying on my key partner Etsy.com for a lot of this assistance learning how to raise awareness.
VALUE PROPOSITIONS What value do we give? The Growth Book’s biggest value is teaching kids about the earth and the agrarian relationship humans have with it. Every month, the child will recieve a seed packet and some materials on a topic relating to the earth, designed to teach with also being fun.
BRANDING The Grow Book The Grow Book
The Grow Book
The Grow Book
The Grow Book
Martin Grove 1981 Vine St. Suxxex Falls, VA 45987
shipping labels
FINAL THOUGHTS Overall, I think this project was successful, both in the solution and in a viable marketing approach. I’m going to begin the process of creating more content packages and taking it to market in Fall 2014.
Designed by Anna Ferguson during the spring of 2014 during in a Multi-Desciplinary Design Program studio at the University of Utah surrounding outdoor relationships. Typefaces: Libre Basketville & DIN Condensed