Lefleur Publishing 10 week portfolio

Lefleur Publishing Portfolio

Prepared: 19 May 2017

INTRODUCTION

Rita Drysdall created a collection of sumi-e paintings and compiled them in a book under the Lefleur Publishing label.

The book does not contain any words and is meant to provide the reader’s mind respite from the overwhelming amount of information that we are subjected to each day.

The book is released in June in conjunction with PTSD month and student exams at Griffith University.

The campaign is aimed at students and professionals that need some assistance with finding a brief period of peace and uncluttered thought.

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01/ PROJECT SCHEDULE

Page

7

Step 3.4 – Event

Step 3.3 – Celebrities

Step 3.2 – Social Media

Step 3.1 – Print Media

phase 3 - promote

Step 1.2 – Key Accounts

Step 1.1 – Retail

phase 2 - distribute

Step 1.3 – Produce

Step 1.2 – Plan

Step 1.1 – Design

phase 1 - create

project timeline

Week 1 Week 2 Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 Week 10 Week 11 Week 12

02/ Three product pitch & market research

three product pitch‌

inspirational punctuation

animal antics

the humble tea bag

page 01

3 product pitch‌

an inspirational book based on ampersands and other punctuation.

The book is a collection of hand drawn and painted ampersands and other punctuation. Each page will show a punctuation mark followed by a quote or inspirational word.

page 03

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3 product pitch‌

a calendar of hand drawn and painted animals (whales, cats, dragonflies, etc.)

page 04

3 product pitch

a collection of tea bag art and inspirational quotes in a book The book is a collection of tea bag paintings. Each page will show a painting followed by a quote or inspirational word.

page 02

survey! you can find the survey at https://www.surveymonkey.com/r/SQM2RBL

thank you.

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QUESTIONS

RESULTS

Based on the results of the survey, it was decided to create a book of sumi-e paintings designed to be calming and to inspire meditations. A matching calendar will be added to the package for practicality, usability and added value.

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03/ WOW naming exercise

My business name is Blue Flower Art. I toyed with Blue Fleur, Fleur de Lis, the blue book, etc.

Eventually, I arrived at Le Fleur and then joined it into one word Lefleur and added Publishing to the name since the business is publishing a book.

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04/ BUSINESS MODEL CANVAS

is your business more: Cost Driven (leanest cost structure, low price value proposition, maximum automation, extensive outsourcing) Value Driven ( focused on value creation, premium value proposition)

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www.businessmodelgeneration.com

sample characteristics: Fixed Costs (salaries, rents, utilities) Variable costs Economies of scale Economies of scope

Quality scanner

Photo studio for product photography

Dedicated server for the web site and store

•

•

•

Computers

Printing

•

•

Software

•

Cost Structure

What are the most important costs inherent in our business model?

Which Key Resources are most expensive?

Which Key Activities are most expensive?

• Computer and paper for the digital process

• Funds to take product to market

• Artist to paint and design

• Paints, Paper

types of resources Physical Intellectual (brand patents, copyrights, data) Human Financial

What Key Resources do our Value Propositions require?

Our Distribution Channels? Customer Relationships?

Revenue Streams?

Key Resources

• Liquid Web is the provider of the dedicated server for the website and web store

• Facebook and Instagram will provide social media bases

• Adobe provided the software (Illustrator, inDesign, Photoshop

• Henry Li of Blue Heron Art supplied the sumi-e ink

• Other materials were obtained from Musgrave Art - Bristol board for packaging

• Since the book includes Kanji characters, Nozo GNonme helped me with the correct characters

• I reviewed various online book printers (Blurb, Mixbook and Snapfish) I decided on Snapfish.

Snapfish will be supplying the printing of the book

• Designing o Paintings o Book styling o Web requirements • Product Painting • Product layout • Packaging desig • Store Styling

fixed pricing List Price Product feature dependent Customer segment dependent Volume dependent

dynamic pricing Negotiation( bargaining) Yield Management Real-time-Market

•

•

•

•

•

For whom are we creating value?

Who are our most important customers?

No.

1

May

Month

• Some will be working from a home studio

• Living in the city or outlying suburbs

• Working in the city or outlying suburbs

• Graphic designers

• Professional people

• University students

This work is licensed under the Creative Commons Attribution-Share Alike 3.0 Unported License.

To view a copy of this license, visit http://creativecommons.org/licenses/by-sa/3.0/ or send a letter to Creative Commons, 171 Second Street, Suite 300, San Francisco, California, 94105, USA.

Web advertising space lease

Interest from invested profits

2015

Year

• 20 - 40 year old (mainly) females

Mass Market Niche Market Segmented Diversified Multi-sided Platform

Licence fees (Photoshop brushes)

Book store sales

Web store sales

• Bricks and Mortar outlets such as book shops

• Newsletters

• Various designer forums

• Facebook and Instagram

How do we provide post-purchase customer support?

5. After sales

How do we deliver a Value Proposition to customers?

4. Delivery

How do we allow customers to purchase specific products and services?

3. Purchase

How do we help customers evaluate our organization’s Value Proposition?

2. Evaluation

How do we raise awareness about our company’s products and services?

channel phases: 1. Awareness

Through which Channels do our Customer Segments want to be reached?

How are we reaching them now?

How are our Channels integrated?

Which ones work best?

Which ones are most cost-efficient?

How are we integrating them with customer routines?

Channels

• Graphic designers will require tutorials on brush usage mainly to give them ideas on how they can be applied but a few will also need tutorials on how they work within Photoshop

Day

15

Iteration:

On:

Customer Segments

Rita Drysdall

• Book buyers will require a place like Facebook or Instagram to maintain relationship

examples Personal assistance Dedicated Personal Assistance Self-Service Automated Services Communities Co-creation

What type of relationship does each of our Customer Segments expect us to establish and maintain with them?

Which ones have we established?

How are they integrated with the rest of our business model?

How costly are they?

For what value are our customers really willing to pay?

For what do they currently pay?

How are they currently paying?

How would they prefer to pay?

How much does each Revenue Stream contribute to overall revenues? types: Asset sale Usage fee Subscription Fees Lending/Renting/Leasing Licensing Brokerage fees Advertising

Designed by:

Customer Relationships

Revenue Streams

• The brushes are sold as individual lots of 10 or as a collection of 40 brushes. The collection provides monetary savings (the brushes were divided among the individual products in a way to encourage the purchase of more than one brushes product. For example, the tea cups were in a separate product from the teapot)

• The Photoshop brushes provide a useful tool for graphic designers that don't have the ability to paint

• Adding the calendar to the book as a package provides value and utility to the package

• The book provides peace and mental relief from words

characteristics Newness Performance Customization “Getting the Job Done” Design Brand/Status Price Cost Reduction Risk Reduction Accessibility Convenience/Usability

categories Production Problem Solving Platform/Network

motivations for partnerships: Optimization and economy Reduction of risk and uncertainty Acquisition of particular resources and activities

What value do we deliver to the customer?

Which one of our customer’s problems are we helping to solve?

What bundles of products and services are we offering to each Customer Segment?

Which customer needs are we satisfying?

What Key Activities do our Value Propositions require?

Our Distribution Channels?

Customer Relationships?

Revenue streams?

Who are our Key Partners?

Who are our key suppliers?

Which Key Resources are we acquiring from partners?

Which Key Activities do partners perform?

Value Propositions

Lefleur Publishing

Key Activities

Designed for:

Key Partners

The Business Model Canvas

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05/ STYLING MOOD BOARD

The logo is a stylised open book with a flower on it.

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06/ BUSINESS PLAN

Rita Drysdall Proprietor Lefleur Publishing 45 Inthatstreet Road ORMEAU QLD 4208 ABN: 67 546 562 519

Lefleur Publishing Business Plan

Prepared: 15 May 2017

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The Business BUSINESS DETAILS Lefleur is the publisher of the Harmony book of pictorial meditations and desktop calendar. The book and calendar are the core product.

It also publishes digital goods: •

Digital format of the book

•

Photoshop brushes of the book images together with additional brushes

The business is forms part of the Blue Flower Art group of ventures.

REGISTRATION DETAILS Business name: Lefleur Publishing Trading Name: Lefleur Publishing Date Registered: Pending Business Structure: Sole Proprietorship Locations Registered: to be in Queensland ABN: 67 546 562 519 GST: Not required Domain name: http://lefleur.blueflowerart.com

PRODUCTS AND SERVICES Lefleur will publish annually a book and calendar and continue to service the design industry with Photoshop brushes of the book content with additional exclusive brushes. These are the core products.

In today’s market place and digital age, the business also has the opportunity to create bespoke derivative products via on line market places.

The production of derivatives is possible because of the high standard methods used to produce the art.

The Business PHYSICAL PRODUCT the packaging

$49.95 AU Sold locally

Box, mailing label and wrap.

The box forms part of the product as a stand.

page 012

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The Business DIGITAL PRODUCTS SOLD ON LINE

$4.50 US each

or $18 US for all 5

The Business The paintings and digital format files can be used to produce consumer bespoke products such as: •

mobile phone cases

•

mugs

•

framed prints

•

pencil cases

•

laptop cases

•

soft bags

•

t-shirts

•

shower screens

•

cushions

•

blankets

These products can easily be marketed and sold through Red Bubble, Society 6 and Zazzle.

INNOVATION Lefleur Publishing is able to produce original paintings to enable the production of future books, calendars and derivative products.

An annual education budget is to be allocated to train the principal designer (RIta Drysdall) in new techniques and to maintain exceptional knowledge. Other team members will be trained by the principal designer.

Packaging of products is designed in such a way that it incorporates into the product as a desktop stand to hold the calendar and book and becomes functional.

Designs will be reviewed and redesigned or added annually to continue to modernise the products and to keep them fresh.

Unique packaging that becomes part of the product will be patented for exclusive use by the business.

Copyright notices will appear in all the appropriate places to protect our works. Where required, patterns designs will be registered.

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The Business SUSTAINABILITY PLAN Goals - The goal is to become a successful business within 2 years and to accumulate assets for stakeholders within 5 years Reduction - Growth is to be carried out with a reduction of impact on the environment and maximum awareness of the community Measures - Establish processes to measure commitment, conservation, strategic planning and internal economics (KPIs) Review - review the measures and adjust where required to maximise the effect of planning.

THE PLAN

COMMITMENT

•

Health and Safety

•

Community awareness

•

Community Participation

CONSERVATION

•

Waste Minimisation

•

Biodiversity

•

Responsible Use of Energy

Sustainable Business

STRATEGIC

ECONOMIC

•

Distribution of our vision

•

Responsible purchasing

•

Client focus

•

Acquisition of assets

•

Stakeholder management

•

Maintenance of Profitability

•

Management of Risk

The Market OUR CUSTOMERS Our customers are 20 to 40 year old (mainly) females with a need to meditate and look for calmness. They are influenced by the current mindfulness trend and will purchase for themselves, their partners and friends.

They are students or professional people that experience stress.

Their psychology is mainly visual, although music can be added as a product to complement the publications.

The market is also open to graphic design professionals who can use the Photoshop brushes in their work.

SWOT ANALYSIS

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The Future VISION STATEMENT Harmony is a book of pictorial meditations. It is designed to provide relief to a mind that is cluttered with words and a chaos of thoughts.

Where there is clutter, we bring simplicity. Where there is chaos, we bring peace.

Our customers, employees and stakeholders are all part of this vision.

MISSION STATEMENT THE FRAMEWORK OF OUR RELATIONSHIPS

Our customers are the heart and soul of our success.

It is our goal to service the needs of our customers by providing a legendary standard of products and services as we grow into the 21st century.

“This is the only reason we are in business”

“We’re here for the long haul”

Our customers and our suppliers know that we provide “business integrity that delivers”.

Our team will apply themselves wholeheartedly with the drive and perseverance to make people’s lives better.

“Our people are the best!”

The Future GOALS AND OBJECTIVES

GOALS AND OBJECTIVES

HOW AND WHEN

Excellent product quality

•

Extensive and continued review of processes

•

Staff training every two months

Community awareness

•

Social media participation and engagement

Steady increase in sales

•

Target setting of sales

•

Monthly review of sales

Process efficiency

•

Staff target productivity goals set and review every 6 months

Brand awareness

•

Involvement in community events twice a year and measured by market surveys

Develop a new book once a year and new brushes once a month

•

Set target dates for product development monthly and review monthly

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07/ VENTURE SUMMARY

Rita Drysdall Proprietor Lefleur Publishing 45 Inthatstreet Road ORMEAU QLD 4208 ABN: 67 546 562 519

Lefleur Publishing Venture Summary

Prepared: 10 May 2017

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Public Disclosure Summary From clutter find simplicity, from chaos find peace in a book of visual meditations to calm the mind from information saturated stress. Harmony is an illustrated collection of original sumi-e paintings and matching calendar that everyone experiencing information overload in a fast paced world needs to have at their fingertips.

The book is a collection of 20 ink minimalist paintings specifically designed to help clear the mind by looking at them. Each image was hand painted and carefully reproduced to retain the qualities of in.

You can focus on one painting or leaf through the book’s several paintings at a time. The negative space on each page and simplicity of the paintings is designed to provide relief to the mind.

The packaging was designed to transform into the desk stand that holds the book and calendar at your disposal.

Venture Overview Harmony is a series of sumi-e paintings compiled into a book and matching calendar to be sold in packaging that turns into a desk stand once the packaging is opened.

Each book will consist of at least 20 paintings in a minimalist style. There won’t be any words to accompany the images in the book since the principle of the book is to obtain relief from words.

A digital version of the book will also be added to the online store once book sales diminish. This is necessary to capture the market that cannot afford to buy the hard cover book.

Photoshop brushes are created from the paintings which are sold online to finance the initial printing of the books. Once the books are profitable, the sale of Photoshop brushes may be discontinued.

The brushes are of sufficient quality and size to enable the manufacture of bespoke products such as phone and laptop cases, small framed prints, posters, cups, tote bags, manchester, decor items such as cushions and vases, and items of clothing such as t-shirts.

A new line of images is developed each year for June release in conjunction with PTSD month. September is Depression month and also offers an opportunity for publicity.

As the project rolls out, partnerships can be formed with hotels and airlines to use the images on packaging of complementary toiletries but mainly to offer paintings and posters for display in hotel lobbies, hotel rooms and airline traveller lounges.

It is expected that after the first year of trading additional designers can be added on staff either part time or as contractors.

Special care is to be taken with the retention of copyrights of the designs once new designers come on board.

Business will initially be conducted from the principal designer’s home studio and will extend to commercial premises as the business expands.

Target Audience/Market The book is specifically designed for people between 20-40 years of age experiencing stress. They range from students to professionals in cities and outlying suburbs. Our customers are 20 to 40 year old females with a need to meditate and look for calmness. They are influenced by the current mindfulness trend and will purchase for themselves, their partner and friends.

They are students or professional people that experience stress.

Their psychology is mainly visual although music could be added as a product to complement the publications.

The Photoshop brushes specifically target graphic designers and will be accompanied by a commercial use licence that specifically excludes their usage in books.

Subsequent to the first year of trading, additional markets will be added. These markets will include business travellers who frequent hotels and airline lounges.

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Resources Designers - The venture requires graphic designers with the ability to paint in watercolour and sumi-e style ink. The designers are able to take the project to print.

Materials - high grade paper and paint which is then converted to digital images and books via software such as Photoshop, inDesign and Illustrator. Plant is in the form of computers, scanners and printers.

Printing - printing of the books and posters will be completed via Snapfish (books) and Officeworks (posters) until the venture is sufficiently large to make it practical to take it to a large scale printer.

Finance - printing is initially financed from on line sales of derivative products such as Photoshop brushes sold on line. This will continue until the venture is profitable. It is estimated that the venture will be profitable after the first year of trading.

Development A new book and calendar will be published each May for June events. Each month, new brushes and bespoke products will be developed and sold online via the website, Red Bubble, Society 6 and Zazzle.

Additional markets will be entered to extend sales of calendars and paintings to hotels and airline lounges where there are extensive opportunities to find the target audience.

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08/ INTEGRATED MEDIA MARKETING STRATEGY

The integrated media campaign aims at publicising the book with maximum impact.

The book is released in June in conjunction with PTSD month and student exams at Griffith University.

The campaign is aimed at students and professionals that need some assistance with finding a brief period of peace and uncluttered thought.

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Cafes

Posters

On campus meditation

Library

Light Rail

Instagram

Facebook

Advertising

Exam Time

Student Success Officer

O-Week

Student Guild

Celebrities

Lecturers

Public Relations

Promotion

Web Site

Uni Book Shop

Sales

Library

Other Book shops

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By role model students and popular lecturers

smaller versions on light rail interior walls

• •

at the library and

•

At exam time as part of the student education program on stress

on campus generally,

•

•

on campus meditation events,

•

Selected book outlets

•

At lectures as part of the education process of stress, particularly with first year students

•

in cafes,

•

University library (during June 2017 only)

•

Guided publicity by the Student Guild

•

Posters with the slogans “Out of chaos, find peace” and “Out of clutter, find simplicity” distributed and displayed

•

Uni book shop

Mentions by the student success officer.

• •

During O-week to alert and educate students about stress

•

Online on Instagram and Facebook with selected images and stories

•

Online at www.lefleur. blueflowerart.com

Sales will take place at the following outlets and each outlet will display posters

PR events will encompass the following:

Advertising will encompass the following: •

SALES

PUBLIC RELATIONS

ADVERTISING

Instagram

Facebook Page and Event

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On line presence

Poster

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09/ PRESS RELEASE

FOR IMMEDIATE RELEASE: 1 JUNE 2017

Rita Drysdall Lefleur Publishing 0434 099 353

rita.drysdall@griffithuni.edu.au

MUSIC FOR THE EYES Harmony - a book of pictorial meditations Ormeau, Queensland: From clutter find simplicity, from chaos find peace in a book of visual meditations to calm the mind from information saturated stress.

Harmony is an illustrated collection of original sumi-e paintings and matching calendar that everyone experiencing information overload in a fast paced world needs to have at their fingertips.

“It is a joy to look at” says yoga instructor Jenny Walton, “and that’s what it’s all about. To look and clear your mind”.

The book is a collection of 20 ink minimalist paintings specifically designed to help clear the mind by looking at them. Each image was hand painted and carefully reproduced to retain the qualities of in.

You can focus on one painting or leaf through the book’s several paintings at a time. The negative space on each page and simplicity of the paintings is designed to provide relief to the mind.

The book is being released in conjunction with PTSD month in June 2017 and the publisher is partnering with yoga students at Griffith University during exam time to aid with studies and the stress associated with exams.

Harmony retails for $49.95 together with the desk calendar. The packaging was designed to transform into the desk stand that holds the book and calendar at your disposal.

About the author: Rita Drysdall is an Australian graphic designer and artist.

She creates original paintings in various styles. Rita operates from her studio in Ormeau, a small town 50 kms south of Brisbane. Her paintings and work are available on her web site at www.blueflowerart.com ###

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10/ TESTING

Market Research Survey

The integrated media campaign strategy of the Harmony book and derivatives was pitched to a small group of students.

They were asked to complete a survey regarding campaign to gauge the appropriateness of the campaign and gain ideas to adjust or alter the campaign if necessary.

From the comments, it appears that the campaign strategy is well received but only moderately likely to be supported. This would suggest that the group is not my target audience.

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Rita Drysdall Harmony A book of pictorial meditations www.lefleur.blueflowerart.com ph. 0434 099 353