Major Assignment

Business Plan & Design Project PPR4002 Professional Practice and Business Planning for Design 12/10/12 Sohaib Uddin Khan Student ID: 23876026

Table of contents
Logo Business plan 1.1 Business overview 1.2 Product & services 1.3 The market 1.4 Competition 1.5 Marketing strategy 1.6 Business structure & management 1.7 SWOT analysis Design project 2.1 The brief 2.2 Project methodology 2.3 Project costing and resourcing 2.4 GANT chart 1 2 2 3 4 5 6 7 8 9 9 10 11 13

Melbourne CBD, VIC 3175 +11 238 848 67 +11 238 848 77

Logo

Color

Color background

Black background

Black & white

Septimus is the Latin word for seventh and the company itself is own by a group of seven young designers. Septimius was also an Ancient Roman soldier, he is known as one of the assassins of Pompey the Great. Septimus' workforce is similar to brave and fearless soldiers. They are a young, creative team with a great can-do attitude. The color orange is a combination of red and yellow, it is stimulating and reaction to it is a combination of passion and youth. The font style is made up of paper folds, as every individual in Septimus holds the ability to transform new ideas into reality.

Melbourne CBD, VIC 3175 +11 238 848 67 +11 238 848 77

Business Plan
1.1 Business Overview: What: Septimus is a new Creative services group specializing in Visual Communication, founded on November 2012. Who: We are a new business formed by a group of seven fresh Masters graduate designers from Monash Art & Design University. Where: Septimus is based in Melbourne CBD, Australia Vision: Septimus vision promises to deliver the most cutting edge visual communication solutions with efficient customer service for dynamically distinct companies. USP: Fearless Mission: Septimus mission is to maintain a productive workplace of creative individuals with varying discipline and backgrounds working together to help our clients to meet the needs of todays ever changing market.

Melbourne CBD, VIC 3175 +11 238 848 67 +11 238 848 77

1.2 Product & Services: Septimus is a dedicated creative services group, which provides clients with design solutions, creative planning and cutting edge design consulting. The business services we will initially offer consist of the following: Graphic design Publishing Advertising Multimedia Industrial design Customer service is our number one priority. The designs we offer will be original and contemporary. We also work closely with our clients, helping them to understand their needs and suggesting options to ensure that our client stays ahead of the market.

Melbourne CBD, VIC 3175 +11 238 848 67 +11 238 848 77

1.3 The market: State of the market: The traditional market for graphic design and marketing communications has been expanding for decades as more organizations appreciate the bottom-line benefits of quality services. Target market: Business-to-Business. In the beginning Septimus will provide services only for small and medium sized businesses, regardless of whether they are new or pre-existing. Our preferred clients will be from the sport, hospitality, travel and lifestyle industries. Market Location: Initially Septimus will look for business in the Melbourne region. Once it starts building a name, it will begin to reach out to regional and global businesses. Primary Local Australia Secondary Region Asia Tertiary Global Worldwide

Price position: Considering that we are a new business, our services will be priced competitively with other design companies in the Melbourne CBD area. The pricing of projects will be estimated as a project-based cost; which will be calculated based on the number of hours needed to complete the project.

Melbourne CBD, VIC 3175 +11 238 848 67 +11 238 848 77

1.4 Competition: Septimus currently faces stiff competition from other design production and visual communication companies. The local industry is comprised of a few large, well-known companies, several medium sized companies like Septimus and a large number of relatively small independent companies. Within the Melbourne CBD area, there are approximately 15 companies that offer graphic design services, 6 offer website design services and 1-2 offer Desktop Publishing services. Septimus will be the only visual communication business in Melbourne CBD offering complete design services from visual identity to advertising, from print to digital media and bonus pack of industrial design solutions. Success for Septimus will start to build once it gets a few recognizable businesses using their best services.

Melbourne CBD, VIC 3175 +11 238 848 67 +11 238 848 77

1.5 Marketing Strategy: According to todays unpredictable economic environment, it is increasingly difficult for new businesses to market their business and remain profitable. The marketing strategy for Septimus will start with building the portfolio of previous quality projects done by any of the team member. Using a portfolio is the most common yet effective way to demonstrate ones forte. The first month of operation will be used to get the office set up and ready for business. The industrial designer will be working hard along with other visual designers to create a modern looking office space. Following are some major marketing tactics for the business: Website In today's day and age, a website is almost a given; as a standard source of information regarding the company. On the website we will showcase our past examples of work, as well as our potential and strengths. The web address will also be included in all material that is release in print and online. LinkedIn Septimus will have a proper presence on Social Media via a LinkedIn company profile. Direct marketing Septimus will approach its market in a very creative yet professional manner through direct mailers, both electronically as well as via post. Events Septimus group will take an active part in design seminars and design awards in Australia.

Melbourne CBD, VIC 3175 +11 238 848 67 +11 238 848 77

1.6 Business Structure and Management: Septimus is owned by a group of 7 people that work together as a team. All the team members are post graduates of Monash Art & Design University. The Creative director will be leading his team with 4 Graphic designers and 1 Industrial designer. He will also be working alongside a Project Manager who will be looking after all the projects and clients. The Creative director himself will handle all the administrating and bookkeeping work. In the future if it is required for a project the company will also turn to outsourcing some work. An accountant will be retained on a yearly basis to perform income tax preparation.

Melbourne CBD, VIC 3175 +11 238 848 67 +11 238 848 77

1.7 SWOT analysis: Strengths Innovative thinking Fearless Cross cultural global design perspective Multiservice in visual communication Weaknesses Limited experience because Septimus is a new business Lack of capability Language English is a 2nd language to the people involved in the compan while its clients have English as a 1st language Threats Falling out of partners/change in management No clients Visibility clients dont know who Septimus is Strategies to reverse weaknesses to address opportunities Outsource some projects where Septimus is not great. Also arrange seminars and work shops in house to up skill the staff. Get experience by first working on projects Septimus is familiar with and gradually work on those at are unfamiliar. Strategies to fix vulnerabilities Taking part in non-profit projects i.e. for NGOs to gain experience. Utilize new technologies or social media to reach potential clients.

Opportunities Same language companies New People always sort for new/fresh people that will look at things differently Cultural diversity Strategies using strengths to address opportunities Make multilingual projects a high priority to help in getting the companys name out there. Promoting Septimus as fresh innovative thinkers in the market.

Strategies to counter threats with strengths Embrace methods to revitalize and maintain current clients and use the same methods to draw in new ones. For visibility target diversified cultural business first to increase the companys visibility.

Melbourne CBD, VIC 3175 +11 238 848 67 +11 238 848 77

Design Project:
2.1 The brief The client is World Vision Australia The product is a new International language school called Literati Septimus is to design a visual identity for this new school including: - Logo - Color scheme - Image palette - Typography - Website - Stationery - Signageinternal and external - Student workbooks and learning materials - Templates for program brochures and leaflets - Merchandise Literati is located in Melbourne CBD. Timing for the project is 12 weeks and the start date is 24 September 2012. Budget is $35,000 covers design and artwork. Scope includes everything up to production of design. The project is for design and is not to include advertising, marketing or public relations. The client has asked for a proposal for the project before you start work.

Melbourne CBD, VIC 3175 +11 238 848 67 +11 238 848 77

2.2 Project methodology Stage 1: Clarify the brief 37 hours

Research on education sector and other language schools 20 hours Discussion amongst the team 10 hours Write the return brief 5 hours Present to client 2 hours Stage 2: Concept development 166 hours

Team brainstorm 7 hours Individual designer brainstorm 62 hours 2nd team brainstorm 11 hours Idea development 63 hours Develop design presentation 21 hours Present 3 design options to client 2 hours Stage 3: Design development 190 hours

Select one concept and refine it 60 hours Develop logo, type, colors and images 8 hours Develop applications - Stationary 20 hours - Signage 20 hours - Website 40 hours - Learning materials (digital & print) 20 hours Develop design presentation 20 hours Present design to client 2 hours

10

Melbourne CBD, VIC 3175 +11 238 848 67 +11 238 848 77

2.3 Project costing and resourcing According to the brief the client has asked for a proposal for the project Timing for the project is 12 weeks Budget is $35,000 This project will be resourced on senior designer, designer and project manager Cost are based on the following hourly rates Senior designer $125 per hour Designer $75 per hour Project manager $75 per hour

11

Melbourne CBD, VIC 3175 +11 238 848 67 +11 238 848 77

2.3 Project costing and resourcing

Stage Steps Total Hours Senior designer hour x Per hour rate $125 20 x $125 10 x $125 5 x $125 2 x $125 $4625 1 x $125 2 x $125 1 x $125 3 x $125 1 x $125 2 x $125 $ 1250 1 x $125 6 x $75 60 x $75 10 x $75 60 x $75 20 x $75 $4625 Designer/ Total Project Cost manager Hour x Per hour rate $75

Research on education sector and other language schools Discussion amongst the team Write the return brief Present to client

20 10 5 2 37

Stage Total 2 Team brainstorm Individual designer brainstorm 2nd team brainstorm Idea development Develop design presentation Present 3 design options to client

7 62 11 63 21 2 166

Stage Total 3 Select one concept and refine it Develop logo, type, colors and images Develop applications Stationary Signage Learning materials Website Develop design presentation Present design to client

$ 11,700 59 x $75 8 x $75 20 x $75 20 x $75 20 x $75 40 x $75 18 x $75 $13,875

$12,950

60 8 20 20 20 40 20 2 190 393

2 x $125 2 x $125 $625

Stage Total Project Total !

$14,500 $32,075

12

Melbourne CBD, VIC 3175 +11 238 848 67 +11 238 848 77

2.3 GANT chart

Stage 03 Dates: Development 19th Oct-31 Oct Refinement 7th Nov-13th Nov Presentation 14th Nov Approval 14th Nov
22 Oct 29 Oct 5 Nov 12 Nov

Stage 01 Dates: Brief 24th Sept-27th Sept Presentation 28th Sept Approval 1st Oct

Stage 02 Dates: Concept 2nd Oct-11th Oct Presentation 11th Oct Approval 18th Oct

24 Sept

1 Oct

8 Oct

15 Oct

STAGE 01

24 25 26 27 28 1 2 3 4 5 8 9 10 11 12 15 16 17 18 19 22 23 24 25 26 29 30 31 1 2 5 6 7 8 9 12 13 14 15 16

Brief Presentation Approval

STAGE 02 STAGE 03

Concept Presentatoin Approval

Development Presentation Refinement Presentation Approval

13