SMALL BUSINESS DEVELOPMENT Design management Project-1 Guides: Bhavin Kothari, Rakesh Sah Submitted by: Nikhita Nath Strategic Design Management | Batch 2013 | 2nd semester National Institute of Design
Introduction The Design project-1 is an opportunity for students of strategic design management to, participate in an activity in collaboration with struggling entrepreneurs and contribute as co-creaters to uplift their business and give them an edge over their competitors. It is a chance to put into practice all the skills and learning we have acquired until now and learn through application. The project requires detailed research and exploration of small/micro unorganized businesses. followed by a detailed design process to come up with an effective business model and design solutions. The task aims to create a deeper understanding of the relationships between the customer, the business and the buyer. And as a conclusion we have to come up with effective strategic interventions that will enhance the existing business at System as well as Product level and, measure its projected impact. As well as give suggestions for future endeavors.
Aknowledgements The success and final outcome of this project required a lot of guidance and assistance from many people and I am extremely fortunate to have got this all along the completion of my project work. Whatever I have done is only due to such guidance and assistance and I would not forget to thank them. I would like to express my deep gratitude to Professor Bhavin Kothari, my project supervisor, for his patient guidance, enthusiastic encouragement and useful critiques of this research work. I would also like to thank Mr.Rakesh Sha, for his advice and assistance in keeping my progress on schedule. And also for his personal experience and insights about the business of ceramics and pottery. This project would not have been the same without the enthusiasm and willingness of Ms.Neelma Nagpal, proud owner of the Happy Potter studio. And her consent in letting me spend time at her studio and participate in the activities to gain extended insights. And also for her valuable time.
Finally, I wish to thank my parents and friends for their support and encouragement throughout my study.
Observing
Understanding Identifying
Implementing Ideating
Content
Project brief Objectives To understand ?
the nature of the small unorganized business.
To understand ?
the value propositions for the customer as well as the
entrepreneur. Developing ?
relevant research opportunities.
? Using appropriate
research outcomes and analysis to apply towards increasing business revenue streams.
To generate ?
Important insights from careful observations.
To optimize ?
on opportunities realized through focused insights.
Providing ?
feasible goals for existing business scenario.
Understanding ?
the business model and creating a new one that can me applied practically.
Visualising ?
and implementing solutions in accordance to the challenges and limitations existing.
? Documenting
the entire process with accuracy.
Objective:
To study observe and enhance and give solutions of either system changes or product innovation increase revenue for an unorganized business.
Vision:
To become a professional pottery studio.
Mission:
To introduce systemic changes to enhance business performance and Brand identity.
Suresh bhai prabhu bhai prajapati |40yrs |Kumbhar/Potter
Identifying a Business
Originally they are kathyawadi from Dhandhuk(bhavnagar). Currently living in Nava- Wadaj village on the outskirts of Ahmedabad He comes from generations of potters and to this day, carries that out as his profession. He makes various drinking pots and “kuldis” and diyas, which he sells to the vendors who display his work for sale.
Tanmay Vyas |46 yrs | Charted Accountant- Astronomer Works at – G.K. CHOKSI & CO. (as a Charted Accountant) Passion – Astronomy & Teaching Conducts informal sessions in schools and for other private groups on request. Actively participates and Promotes days like World space day, and works towards space education.
Neelma Nagpal |44 yrs| homemaker-Studio Potter Is an struggling entrepreneur who has trained in a special form of Japanese pottery called Raku and Naked Raku. She has learnt this unique art from Delhi and done her apprenticeship under an eminent artist. She has taken up pottery as her entrepreneurial venture since the past one year. She conducts workshops at various venues around town and has only recently rented a small shop where she practices her art.
Background
Client Profile
“
when god closes a door, somewhere he opens a window
�
Name :
Neelma Nagpal
Age:
44
Profession:
Pottery artist
Business:
Pottery workshops an small scale studio
Address:
G-3 Nirman Complex, Opp Havmor Restaurant,Bh Navrangpura Bus Stand, Navrangpura, Ahmedabad,India
The chosen unorganized business
Neelma was a homemaker after marriage, but due to her creative side and vivacious nature, and her interest in sculpting she accidentally came upon pottery, which intrigued her enough to take classes under a pottery artist in Delhi where she was then residing. She continued to learn about pottery through the years but never took it up professionally. Then through unfortunate circumstances and a bad marriage and family trouble she re-located to her home town Ahmedabad with her young son. Here she decided to put her skills in the art of pottery to use and started conducting workshops. She did so for some time and then about a year ago she decided to open up a small rented studio, which she did with a lot of financial difficulties and support from friends, and that is how Happy Potter came to being.
Business abstract
Customers:
Young children, Homemakers, Art enthusiasts, Artists, Students, Couples, Retired personnel,Families, Corporate clients, Schools,Event organizers, Kittys.
Competitors:
Kanoria Arts center, Renu Gupta’s Hobby arts and cooking classes, CN-Vidyalay, Clay club.
Income : Investments:
8000-15,000 INR per month
Pricing strategy:
Irregular
Marketing strategy:
Through word of mouth, facebook and through workshops
Techniques and skills:
Hand-building, Stone ware, Raku &Naked Raku, Wheel pottery, Firing, Ceramics, Glaze mixing.
materials used :
Studio space, Raw materials like Clay powder - emulsions - glaze chemicals, water, Paper, cloth.
Studio space and furniture, Raw materials like Clay powder - emulsions glaze chemicals, Electric Klin, Potter’s wheels Overheads like electricity - Water Rent - cleaning lady.
something to talk about
group activity showcasing
What are hobby classes?
talent
something to do
stress busting bonding
materials
platform
creativity/art summer vacations certification
for all ages
What is Happy Potter?
monopoly creative platform
children house wives art enthusiasts
niche market
freedom bonding
the thing to do in Ahmedabad
something to share
extravagance experience showcase talent to take home
practice stress busting
Business direction
home industries
Competitor study
Her direct competitors at present are centers that hold classes like NID, CEPT, CN Vidyalay, Kanoria Arts Center and Clay Club. Her indirect competitors in this sector are Hobby oriented classes like Cooking classes, craft classes, candle making classes, puppet making classes etc.
Renu Gupta’s Hobby& Cooking classes
Offerings :
1. Hand Writing Improvement 2. Calligraphy 3. Craft ( For Kids ) 4. Soft Toys 5. Candle Making Time - 10:00 am to 06:30 pm
Pricing:
400 INR per class
Customers :
House wives , Children, Young girls/women. Mostly female, NRI (specials)
Area:
Drive-in- road, Ahmedabad
Marketing:
word of mouth, website, Facebook, and online visibility.
Comparative Analysis Kanoria Arts Center
Pricing:
600 INR per class|2hrs
Customers :
House wives , Children, students, foreigners, artists, adults
Area:
Marketing:
CEPT, University rd,Ahmedabad word of mouth, website, Facebook, and online visibility, exhibitions, CEPT.
Observations: Happy Potter’s price range falls in the same range as that of its competitors. ? HP has almost the same kind of online presence, but does not have a website. ? HP has no other marketing strategy except for a Facebook page. ? HP has a wide customer base, and has the opportunity to have a focus target group. ? HP’s open all day policy may help build a wider customer base. ? The restriction on geographical coverage can be worked upon and expanded. ?
Business model
Business Touch-points
S.O.W.T Analysis
The Artist Speaks
Interview : Neelma
workshops, Clay parties and other such freelance ventures. But last year after having saved a little amount, I rented this store space and slowly built it up to become a proper studio.
Neelma Nagpal | Happy Potter
Q] How did you get introduced to pottery and how has it inspired you? N] I was always inclined towards the arts, and when me and my family were living in Delhi 6 years ago, I came upon a pottery course and I got hooked. My interest in this field grew and I became a pottery artist as a result. Q] Why did you decide to open a pottery studio in Ahmedabad? N] I moved back to Ahmedabad, which is my native place, with my 7 year old son. I was previously a homemaker, but then due to familial trouble I was compelled to look for a job for making a living. So I decided to start doing pottery from home and started taking
Q] Was it difficult to start your studio? what were the problems you faced? N] It was extremely difficult, but then again all start-ups face that problem. Haha the Money! the money is always the biggest problem. A studio like this requires rent, extra electricity because of the kiln, the music, the electric wheels, furniture, Domestic help etc etc. Plus my family was not very supportive , but I was adamant and this is my only source of income. what I have achieved so far is thanks to my friends who have been supportive in every way. Q] Where do you source all your raw materials from? N] I have a family contact who is into pharmacy, so he helps me source all the raw ingridients I require to make my glazes. And as for the clay composites, I get
them from sources in and around Ahmedabad itself, because of the cost of transportation becomes too high if I try to source it from elsewhere, and that I cannot afford. Q] why don't you buy cheaper readymixed components? N] I would never do that, because the whole USP of the way I practice this art is that I create my own combinations of ingredients. And that is where my talent and experience lies. Q] What are the problems you face in your business today? N] Firstly I have major problems of people cancelling appointments at last minutes and sometimes they don’t even pay, some even try and haggle. Another difficulty is when I am asked to do workshops outside, then the transportation costs become too high to make any profit. also people ask to come in the evenings and that is not possible for me as I have to go home to take care of my son. also Happy potter needs some kind of brand identity for in the future I would like it to become a professional pottery studio.
Daily schedule
Average customers per week (at the workshop) :
3
Average size of participants in a workshop :
minimum 3 maximum 7
Monthly income from workshop:
5000-8000 INR
External workshops income :
approximately 10,000 per session
Business flow and Observations
Observations Bad space management ? No formalized course structure ? Improper storage of materials ? Haphazard collection of workshops and timings ? Irregularity of business influx ? Lack of brand recognition ? Due to large time gaps between appointments , workshop space is wasted ? Materials are expensive because she prefers ingredients rather than ready-made materials. ? Workshop and session fees are expensive due to expensive raw materials and firing expense. ? Improper management of tools ? Abrupt cancellations, and no fee payment ? Loyalty factor absent among clients ? Neelma’s own art work only sits on the shelf ? She refuses to lower her fees ? Tools and machine aids are expensive to buy and maintain ? Excess usage of Electricity due to usage of electric kiln as well as lighting and ambiance creation, therefore extra costs. ?
Space is wasted ? No extra revenue is being generated ? Client footfall irregular ? Lot of free time between classes ? Infrastructure and resource available going to ? waste
? Irregular series of workshops ? Unstable and unpredictable
inadequate ? no client record ?
client base ? Untapped resources ? Unrealized potential of the craft
? no prior clarity of engagement ? no rules ? no registration system ? no organized system ? No contact base enhancing system
Focus Insights
? no data management system ? contact directory informal and
Brain Storming
No defined Database management system.(contacts)
Solutions:
The solution is to create a system which can lead to generation of more revenue. [1.1] A proper framework to be created to aid assimilation of data in the most efficient and productive way. [1.2] Creating a system where in customer insights can be monitored and acted upon
Insights and Solutions
Insights and solutions
Insight 1:
To enhance the current business
To generate future business
Insight 2:
Haphazard collection of workshops
Solutions: influx.
To introduce a solid feasible structured program that ensures a steady revenue [2.1] Product intervention: Clay therapy for Stroke Patients
insight 3:
Abrupt cancellations and late fee/ no fee payment.
Solutions:
To create a process through which such problems are eradicated. [3.1] Creating a proper registration system that leaves no chance for unwanted situations. [3.2] Making of a definite set curriculum to aid clarity for the customers.
Insight 4 :
Waste of workshop space during lean hours. No extra revenue.
Solutions :
The solution for this is using the space of the workshop in various ways:: [1.1] Gift shop + Gift voucher system [1.2] Coffee shop Tie up+ beadwork pottery
“It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change� – Darwin
Rebranding
Why do we need Rebranding? No business today can afford to rest on its laurels. A business may be keeping up with economic and market changes but is the brand keeping pace? How much could your company benefit from a timely rebranding exercise? The business rebrand is about a great deal more than making your business look good. It’s about making its bottom line look good, too. The important factors to consider when assessing the value of a rebrand include equity measurement; market differentiation and accessibility; brand awareness, relevance and vitality; and consumer personality, preference, usage, associations, and emotional connectivity. If A company can improve its relationship to its customer base in any or all of these key areas, then re branding needs to be considered.
1. Gain competitive advantage
2. Stimulate growth
4. Innovation = profitability
Your brand is the public face of your business. A well-executed rebrand can allow your company to reflect current market dynamics and gain competitive advantage, accelerate pipeline performance and become a leading voice in your industry. Sidestep the competition and increase your market share through an updated image. By revisiting your brand messaging, you can counter a loss in consumer confidence and/or decreased profitability.
Rebranding can help you to cater more efficiently to current customer demands. An effective rebrand can help improve your impact in a crowded market.
Just as a company’s brand must reflect changes in size and market position, it must also reflect changes in technological innovation. 5. Outgrowth:
3. Long-term market expansion A rebrand can become a public expression of a company’s evolution. As any small business prospers, a rebrand can reflect the larger, more sophisticated company it has become.
When small companies grow into bigger entities they and/or their products frequently require a rebrand or revitalisation to meet the needs of the bigger business. Typically smaller companies start with more modest brand offering, due to budget restrictions.
Logo explorations
Beginners
Intermediate
workshop menu
Advance
Applications of Re-branding
In order to establish a well known entity in the city it is important to create a visual identity that the customer can relate with and recognize. the logo hence made, through long discussions and brain storming and public opinions, we wound down to this one logo, that really defined the artist as well as the art.
Visiting card
The colors used for the logo is fresh and appealing while the hue gives a sense of earthiness and eco-friendly vibe. The graphic created is simple yet elegant and gives a promise of wonder and magic hands on clay can create
Re-Branding & Implementation
In order to establish a well known entity in the city it is important to create a visual identity that the customer can relate with and recognize. the logo hence made, through long discussions and brain storming and public opinions, we wound down to this one logo, that really defined the artist as well as the art.
Solution 1: [1.1]
Insight 1: Need for data management system: Data is a strategic asset for many organizations, driving smarter decisions, improved operational efficiencies and better customer service. The traditional ideas about centrally managed data have evolved. Most businesses make extensive use of Microsoft Excel and Microsoft Access to manage data. These are powerful and effective tools that serve us well. However, expanding businesses often encounter challenges associated with accessing and sharing data that these tools were not designed to address.
[1.1] A proper framework to be created to aid assimilation of data in the most efficient and productive way. Meaning :
In Summary:
Through the insight obtained with careful observations it was found that Happy potter, did not have any formalized system in place fo contacts and retention of them.
As businesses grow, the volume of data they accumulate grows exponentially. Managing this data deluge becomes increasingly difficult just at the moment when superior data management becomes more important to business success.
This unorganized format of data management was in no way progressive, and a lot of potential opportunity to tap into was b e i n g lost. Thus there was a need to create a data management system that would add value to the business.
As businesses expand, more sophisticated tools are needed to manage data. Tools that serve startups well are overwhelmed by the demands faced by larger businesses.
New version of Access Methods
A database management system (DBMS) is a system that stores and retrieves information in a database. It is used to help you organize your data according to a subject, so that it is easy to track and verify your data, and you can store information about how different subjects are related, so that it makes it easy to bring related data together.
Microsoft Access Microsoft Access provides users with one of the simplest and most flexible DBMS solutions on the market today. Regular users of Microsoft products will enjoy the familiar Windows "look and feel" as well as the tight integration with other Microsoft Office family products. An abundance of wizards lessen the complexity of administrative tasks and the ever-present Microsoft Office Helper is available for those who care to use it.
USE A DATABASE IF‌ ? The information is a large amount
that would become unmanageable in spreadsheet form and is related to a particular subject. ? You want to maintain records for
ongoing use. ? The information is subject to many
changes (change of address, pricing changes, etc.). ? You want to generate reports based
on the information.
If you simply want to recall the information stored in a table, Microsoft Access allows you to open the table and scroll through the records contained within it. However, the real power of a database lies in its capabilities to answer more complex requests, or queries. Access queries provide the capability to combine data from multiple tables and place specific conditions on the data retrieved. reports provide the capability to quickly produce attractively formatted summaries of the data contained in one or more tables and/or queries.
Steadfast version of Access
Methods of Application
How ?
Solution 1: Application
[2.1] Contact Database Management
I created a data managing system, for storing contact and other information of the client. Microsoft Access was used to create the framework for the data collection. I had to use the older version of the software as that is what Neelma’s computer could use. Microsoft Access is fairly easy to use, and readily available. Following are the features 1] Tables 2] Forms 3] Queries 4] Reports 5] Defining relationships I created several fields, in which to segregate the data for example Age, sex, occupation, interests etc. Why? This makes sending specific information about workshops to targeted customers a much easy and organized task. Reports can be obtained by exploiting the Queries option that may help in analyzing where the consumers group lies and what areas in the group that can be maximized on
This Table shows the impact measurement of the implementation
Measurement chart
[1:2] Creating a system where in customer insights can be monitored and acted upon.
Solution 1 : [1.2]
The creation of a feedback form serves two purposes, first it gets us contact information about new clients, and second it helps generate helpful insights regarding the various aspects of the business ,and specific questions also help in giving proper statistical information. Benefits of Customer Feedback: The benefits of bringing the Voice of the Customer into your Business are numerous. Here are some of the benefits that customer feedback can bring your company: • Your Customers opinions and feelings are acknowledged as being important. • Satisfied customers provide affirmative quotes, narratives and stories that can be used to promote your business. On average Client Insight receives 8 to 10 affirmative comments per interview. What does that say about our ability to engage your clients. • Your company name is escalated to the customer’s “top of mind” so that referrals continue. • Customers feel open to provide honest and upfront feedback to a neutral third party. This insight is often inaccessible in any other manner. • Your Customers are reminded of your Company’s name and the diligence you have taken to meet their needs. • As Companies grow, Ownership and Management may become isolated from what is happening on the front lines. A well implemented Customer Feedback program gives Owners and Management the information they need to make insightful decisions. • Customer feedback is a foundation for process improvements that lead to efficiency and profitability.
Methods The feed back system can prove to be very helpful for a business like Happy Potter where customer satisfaction is key.
E-mail – Neelma can send electronic feedback questionnaires to current customers. These may be appropriate for IT literate consumers, but not necessarily everyone in the client base.
Comment boxes – Neelma can make a clay suggestion box, at the studio for people visiting the premises to leave thoughts and opinions on a slip of paper. This is nice and simple, but might mean more work collating the data/information. Paper based feedback forms – can be distributed by hand after the customer has completed a session or class at Happy Potter, or after Open workshops where there is a chance to get new contacts and potential customers, by including contact information as a part of the form. Online comment systems – comment systems on a blog or website allow visitors to leave feedback. But for now a page can be created for Happy potter’s Facebook page.
Methods
Online questionnaires – if Happy Potter had a website, it may well have a feedback section to allow customers and visitors to leave comments. Information gathered could be sent to the customer care department or business owner via an automated system.
Solution 1 :Application
[1.2] Contacts and Feedback forms The creation of a feedback form serves two purposes, first it gets us contact information about new clients, and second it helps generate helpful insights regarding the various aspects of the business ,and specific questions also help in giving proper statistical information.
This information is to gauge : - The awareness the customer has for Happy Potter - Wether the customer is experienced in the art or not. - The suitability of timings of the workshop - And the customers personal thoughts and comments about the workshop as well as and suggestions they may have. Here the form asks the customer to give contact references of atleast 3 other people who they think might be interested in other such workshops by Happy Potter. In this was we are ensuring an expansion of contact data base and looking for other potential customers.
This Table shows the impact measurement of the implementation
Measurement chart
Insight 2: Haphazard collection of workshops To introduce a solid feasible structured program that ensures a steady revenue influx.
What it is :
Creative Art therapy
Recovering from stroke
Occupational therapy In its simplest terms, occupational therapists and occupational therapy assistants help people across the lifespan participate in the things they want and need to do through the therapeutic use of everyday activities.
Using creative arts is helping patients on the stroke rehabilitation unit at the Royal Derby Hospital improve both their physical and mental abilities and provide them with opportunities to relearn skills that may have been lost due to their stroke.
The damage caused by a stroke can be widespread and long-lasting. Many people need to have a long period of rehabilitation before they can recover their former independence.
Solutions:
Solution 2: [2.1]
[2.1] Product intervention: Clay therapy for Stroke Patients
Common occupational therapy interventions include helping children with disabilities to participate fully in school and social situations, helping people recovering from injury to regain skills, and providing supports for older adults experiencing physical and cognitive changes. Occupational therapy services typically include:
? An individualized evaluation, during which the client/family and occupational therapist determine the person's goals. ? Customized intervention to improve the person's ability to perform daily activities and reach the goals. ? An outcomes evaluation to ensure that the goals are being met and/or make changes to the intervention plan.
Karen Fellows, senior occupational therapist, said: “Stroke affects people in different ways and can have an impact on a person's mood and also their memory and concentration. The art group has received really positive feedback in terms of lifting our patients' moods. It has been a means of delivering therapeutic activities for the difficulties patients may face after stroke, in an enjoyable social environment away from the ordinary routine of being in hospital.�
The process of rehabilitation will be specific to you, and will depend on your symptoms and their severity. A team of specialists are available to help, including physiotherapists, psychologists, occupational therapists, speech therapists and specialist nurses and doctors. The damage that a stroke causes to your brain can impact on many aspects of your life and wellbeing, and depending on your individual circumstances, you may require a number of different treatment and rehabilitation methods.
STROKE - India
Secondary Research
In terms of population, India ranks second only to China. Recent rapid socioeconomic changes have led to a concomitant change in people’s lifestyle, leading to work-related stress and altered food habits, raising the risk of hypertension. Those factors, coupled with an increase in the average life expectancy, are expected to have an impact on the occurrence of stroke disorder in India. Several population-based surveys on stroke were conducted from different parts of India. During the last decade, the age-adjusted prevalence rate of stroke was between 250350/100,000.
? Stroke is one of the leading causes of death and disability in India. ?
? It ranked as the sixth leading cause of disability-adjusted years
Hand excersises
Hand Exercises Hand function and fine motor skills are often impaired after having a stroke. Hand exercises are beneficial in improving strength and dexterity regardless of whether the stroke patient is just beginning to get hand movement or already has good hand range of motion. The exercises below can help improve fine motor skills that have deteriorated after a stroke. Please note that some activities may be too easy or too hard depending on the extent of impairment. If the stroke patient has no hand movement, see the paragraph at the end of this page for treatment ideas. For those that do have hand movement, try the following:
? Pick up toothpicks with tweezers.
? ? Roll a pencil between the thumb
? ? Pick up small objects like buttons,etc.
and fingers. ? Pinch clothespins
Turn cards over
?
? Place your hand on the table, and
Practice writing.
?
Crumple a sheet of paper into a ball. Try to spread it back out into a flat piece of paper using only the affected hand.
try to lift each finger one at a time off of the table.
? Assemble nuts and bolts. ? String beads.
?
? Practice buttoning. ? Wring out washcloths.
Play checkers.
?
? Fill a bowl with rice and place objects in the rice. Try to find the objects with your hand without looking.
? Stack pennies.
Put together puzzles.
?
? Paint.
Hands exercises and Clay gestures
Method
Method
Neelma always pro-activly promotes her art form as a Therapeutic one , that has the powers of calming the nerves, increasing concentration, improving of motor skills etc. For she has personal experience of its therapeutic traits. Also coming from a family of doctors on her husband’s side she already has a substantial contact list, to which she can target. Moreover such a collaboration or Product launch may help her irregular customer influx convert into a regular one, that can convert to regular income. Also there are no other such institutes or persons who practice Art therapy in the city of Ahmedabad, thus there is a great potential market to be tapped. And she can become a specialist , for this is also one area in which her interest lie. It is a niche market waiting to be taken.
5 Step Plan of Action [1] Research on the kind of hand exercises for physiotherapy and how similar gestures can be incorporated through clay work. [2] Create a list of existing contacts (Doctors, patients, physiotherapists) and make a specific target database. [3] Create a formalized course structure with the guidance of a qualified physiotherapist and acquire the necessary materials required. And determine pricing. [4] Promote the new product through, free seminars/sessions for Doctors and Physiotherapists, Tying up with a Health Care centers, like Mission Health, and conducting workshops at their place or partnering with them for patient referrals. [5] Establish a steady customer group, thereby ensuring steady income. and also, look to becoming the first Art therapy (clay) specialist in Ahmedabad.
Application
Application of Clay therapy
The Menu card for the courses available for Clay therapy are created with the same theme as the rest of the menus for Happy potter. The menu will help potential clients understand what incorporates all the courses for the stroke patients and give an idea about the fee structure as well.
It gives the client a clear picture of how and why clay therapy is a great physiotherapy addition to considerable Physical and Psychological progress of the patient for their recreation.
This Table shows the impact measurement of the implementation
Measurement chart
insight :2 Abrupt cancellations and late fee/ no fee payment.
Solution 3 : [3.1]
[3.1] Creating a proper registration system that leaves no chance for unwanted situations.
A registration form is quite a useful addition to a company. It helps create a regulated process, where in a customer has to fill in a registration form for enrolment. This method gives the company a chance to gain information about the customer at hand, thus increasing its database, and also helps in formulating a formal agreement that seals the relationship between the customer and the business. The form will help the customers find clarity in what they are signing up for, and also state clear rules and policies of the company, and so leaving no opportunity for misunderstanding and improper conduct later on.
Method There are 3 ways to administer a registration process for an appointment.
[1]
Paper registration: this method is the most effective as the physical presence of the participant, and his/signature on the bottom line ensures his commitment to the program.
[3] [[3] Online registration: this is an efficient method with a wider reach as an online presence through that of a website may be more convienient f
Method
Telephonic appointments: this is an informal method of registration and has a higher chance of cancellations and other problems.
[2]
Solution 3 : [3.1] Registration system Application: Paper registration
Application
Abrupt Cancellations and late fee or no fee payment, proved to be a major issue for Neelma. This was majorly due a very informal type of communication with the customer. No clear and definite guidelines , systems or policy were denied for the customer. Hence I have created a registration form for all, this form includes formal clauses stating a no-refund policy, along with necessary information to be collected for the data base. It clearly defines the essentials about the type of workshop and time period etc.
The clause added about getting a 10% discount on giving 5 contacts given by the customer, ensures the increase in contact database and tapping into a potential customer base. This may also work as an indirect method of promotion, and create brand value.
This Table shows the impact measurement of the implementation
Measurement chart
[3.2] Making of a definite set curriculum to aid clarity for the customers.
Solution 2 : [2.2]
It is important to provide students with a structure for learning online and setting appropriate learning activities is discussed. Three dictionary definitions of structure are as follows: 1. Something made up of a number of parts that are held or put together in a particular way. 2. The way in which parts are arranged or put together to form a whole 3. The interrelation or arrangement of parts in a complex entity.
Teaching structure would include two critical and related elements: ? the choice, breakdown and
sequencing of the curriculum (content) ? the deliberate organization of student
activities by teacher or instructor
This means that in a strong teaching structure, students know exactly what they need to learn, what they are supposed to do to learn this, and when and where they are supposed to do it. In a loose structure, student activity is more open and less controlled by the teacher (although a student may independently decide to impose his or her own ‘strong’ structure on their learning). The choice of teaching structure of course has implications for the work of instructors as well as students.
Method The idea is to manifest a proper Organized formal course structure that will help the customer in choosing the right course for them. For this purpose we created a “Menu card” including the following:
In terms of the definition, ‘strong’ teaching structure is not inherently better than a ‘loose’ structure, nor inherently associated with either face-to-face or online teaching. The choice (as so often in teaching) will depend on the specific circumstances. However, I will argue that choosing the optimum or most appropriate teaching structure is critical for quality learning. The three main determinants of teaching structure are:
- Course content (a) the organizational requirements of the institution - Duration of course (b) the preferred philosophy of teaching of the instructor
Successful courses require careful planning and continual revision. Consult with colleagues who have taught the same or similar courses to learn from their strategies and their general impressions of the students who typically take the course. If she is team-teaching, she and her teaching partner(s) should begin meeting at least six months in advance to discuss course goals, teaching philosophies, course content, teaching methods, and course policies, as well as specific responsibilities for each instructor.
Method
(c) the instructor’s perception of the needs of the students.
Application
Solution 3: [3.2] Workshop Menu
This Table shows the impact measurement of the implementation
Measurement chart
Insight 3 : extra revenue.
Solution 3 : [3.1]
[1.1]
Waste of workshop space during lean hours. No
Gift shop + gifting system
There is a need and opportunity for achieving a broader customer base. especially during the lean hours. There needs to be a solution that helps fill this gap, and also create a brand image as well as create a recall value.
To increase the flow of customer influx, creating a gift shop and also a gifting system can be a positive low cost solution. A gallery at Happy Potter would act like a platform for all kinds of upcoming pottery artist. Neelma could take on their works as well as her own and showcase them, since she already has the infrastructure. This would increase footfall in the store and also create awareness and interest. Extra revenue can be generated from an idle place.
The following are the possibilities if Happy Potter was also to be a Gifting store:
[1] Neelma could create and sell her own product range as ready to buy gifts. This will increase store footfalls and create brand awareness. She may also take up corporate gifting as a venture.
[3]
People seeking to give personalized gifts, can come in and do a session with Happy Potter, create their piece and take a finished product home to gift to their loved one. This will create a brand image and also be an engaging activity with the customer.
There can be a gift voucher system, where a customer may buy a voucher for gifting purpose. Here the person receiving the voucher will have the opportunity to make their own gift at the studio, much like a class session. The vouchers can be for one or more sessions, depending on the wish of the customer.
Method
[2]
It's easy to sell gifts and vouchers online and on Facebook, and there are easy to use secure payment solutions to suit one’s business needs.
Application
Digital is gaining a significant share in the gift and voucher industry, and it’s here to stay. eVouchers, once deemed the latest innovation, are giving way to online gifts and offers, distributed by email, Facebook or Text. Online payments can be made to Happy Potter’s bank or PayPal account. Individually designed & personalized vouchers are sent instantly and automatically by email, post or SMS Text. It will Increase sales, generate online revenue, reduce print & staff costs .
Features and Benefits • Fully bespoke, easy to use online gift voucher service for your customers • Website payments straight to your bank account • Automated eVoucher fulfilment service for last minute Gifts • Sell vouchers direct from your Facebook Page • PCI Compliant, offering protection against fraud & chargeback's
This Table shows the impact measurement of the implementation
Measurement chart
Impact measurement
Impact Measurement
Being a Basketball player, my coach always used to say “ If you master the technique, there is no way you can miss the basket� Similarly for this project I have learnt that if the system and flow of the business is correct, it is destined to succeed. I had consciously designed system level interventions as I knew to actually make a difference to the business , for it was the business model and management system that needed to be modified. So it is important to give long term solutions towards business growth as well as revenue generation. Thus my intervention points are solutions that could be implemented straight away the outcome is to be seen on the positive side immediately. Though these are in-tangible solutions that cannot be measured over a short period of time, they are positive implementations that cannot be fruitless, they will definitely show their worth over a period of time.
Client Feedback:
https://www.youtube.com/watch?v=JbCqhFGr3Kw&feature=youtu.be
Future possibilities: ? A trainee recruiting workshop can be conducted ? Partnership ? Theme based activities to pull clientele ? Better Marketing ? She can create custom made tool-sets for her customers to buy ? “Make your own tools� advance workshop ? Certificates can be given to the participants to encourage them ? A platform can be created for upcoming studio potters to showcase their work ? An in-house product range can be created for extra revenue ? A website can be created as a 2nd platform ? Corporate gifting and order based gifting
This is the first time I have truly understood the meaning of co-creation. I learnt hands on how create for somebody else, how to look at situation and view empathetically as well as critically , at someone’s Life work. It taught me to be humble where it was needed and firm where required. I understood how changing a little thing may change entire systems. My understanding of Strategic Design Management has also been broadened and many a doubts were clarified by the hands-on experience.
Learning through co-creation
My leanings and experiences with Co-creation
Bibliography https://circ.ahajournals.org/content/118/25/2719.full
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC3859004/fi gure/F1/ http://www.webmd.com/stroke/features/arm-and-handexercises-for-stroke-rehab http://www.stroke.org/site/DocServer/hope4.pdf?docID=5 24 http://www.stroke.org.uk/ http://www.slideshare.net/
Bibliography
http://www.cdc.gov/stroke/facts.htm
Š Project by Nikhita Nath 2013-2015 Strategic Design Management National Institute of Design id: nikhita_n@nid.edu