Enterprise lecture - 5 - 10 Steps to a future you.

10 Steps to a future you - Notes takes within Lecture


Carl Hopkins - Investor in young businesses - Leeds college of Art






1) Proactivity:
- Stimulus > Response (animal)
- Stimulus > Choice > Response (humans)


We develop strategies to protect ourselves, make things more convenient etc


Circle of influence
Outer circle of concern 
Proactivity > INcrease in growth of influence - Job placements / experience etc


Internal Environment:
- Your skills
- Your resources
- Your lifestyle


Micron environment
- Network of friends and associates
- Your competitors and other practionaers
- Your suppliers
- Your local community
- take holders


Macro environment - Things which can't be changed / affected
- World markey conditions
- Economics
- Technology
- Social trends
- Politics


2)Project - 
- Develop a vision of your future
- Creste a principle - centred personal mission statement
- Extend the mission into long term goals


Priority management -
Business vision - You in the future in mind
Business plan
Life Plan




John Lennon 'Life is what happens while your busy making other plans'


Karl Hopkins 'Begin the the end in mind'


3)Provide:
- Clear explanations to people
- Speak in their language, not yours
- Talk about benefits; no processes


Speak about how you can benefit a client, the skills you have and the level you are at with particular software.


4) Prioritise
- Put first things first
- keep a proper balance
- Stick to your personal mission


Study - social life - rest - money - time = results, what are my priorities?


5) Presence 
- Think - win/win
- Seek outcomes and relationships that are mutually beneficial
- Do a favour to gain a favour


Dont work with people who aren't going to benefit you in the long run


Kohlbergs Theory:


Pre-conventional
- I want
- Why should i?
- Nobody listens
- Short terms
Dependant


Conventional:
- I would be happy to
- Your needs
- I understand
- Medium term
Independant


Post-conventional
- We can
- Together
- Mutual benefit
- Long term
Inter-dependant


6)Pause
- Pause to listen - give all our attention. Give yourself to the moment.
- Empathises , walk in someones shoes
- Don't re-iterate or interrupt - just listen
- Do you really know how they feel or are you just saying how you feel?
- Seek first to understand; then be understood
- Learn from your differences


7) Proven
- Consistency
- Integrity
- Reliability


Successful now because they are completely consistent and deliver a high level of performance every time. Its reliable and proven. Consumers trust such brands.
In my practise, what i must seek to achieve is constancy, not just in quality of work, the the integrity in which i hold my subject and the reliability of the service I offer.


8) Partner
- Synergy multiplies your talents
- Work with other experts outside your field to achieve greatness


Jmaes Dyson
Antony Gormley
Michelangelo
Everest expeditions


Avatar
-Hollywood model
- 600 - 800 credits for Avatar
- All free-lance or small businesses - all came together form film creation


9) Pit stop
- Sharpen up - bolt on, get new stuff
-Rest - renew, re-vitalise
- Explore -- challenge and excite


Challenge yourself
visit somewhere new - stimuli
Never stop doing it


10) Propel
- Extinguish your fears
- Exude confidence
- Instil faith

Duffields - Professional print visit

Duffield - Litho and digital print

So we took a visit to Duffields, situated off Kirkstall road. What looked liked rather a small business ended up being a rather large and impressive print company. We were given a tour around the building, through the formal admin side of things, and the practical printing workshops too. It was quite something, certainly the scale of the machines used within printing. I didn't expect it would take so many machines to process a job, but each do a particular bit. Whether that be printing, folding or laminating. Duffield produce litho and digital print so unfortunately we couldn't look at things like spot glosses etc.

The names of each of the machines escape me, as it was rather loud and the tour guide rather quiet! So I took a load of pictures instead..

Notes taken during presentation given by printers:

Printers prefer to be sent a high resolution PDF formatted document, as this embeds any used fonts and images.

This goes through the pre press work floor for checks

Jobs get a unique number so clients can get the same overbite to allow colours

Create all colours to process before converting to PDF

PDF's need to be saved in the same way - they can be saved in many ways - 3mm bleed and crops marks 

When designing, leave a margin, items not too close to edge, think in regard to printer.

They have programs for impositioning 

Every 8 pages you can print onto one page B2 print - 8 A4's

More economic to make a bach of mulitples of 8 or 16

They get upto 20 jobs a day

24 / 7

£100 - £25,000

When designing consider bind, you need to leave space for bind and consider overlay

Offset page design

Enterprise - Task 4 - Who else is out there, how good are they?

TASK

Based on the principles that have been introduced in Lecture IV of the Enterprise module and your responses in the previous tasks, evaluate the strengths and weaknesses of three practitioners agencies as objectively as you can.

What opportunities for your own practice have revealed themselves to you as a result of this analysis and evaluation?

Do not use subjective language or make unfounded comments about other people's businesses. It is essential that you make references to SWOT and evaluate it's usefulness as an analysis or evaluation tool.

In responding to this task, you will need to consider the following questions:

Who am I competing against?

What do they offer?

What makes me better?

What makes me different?

MANDATORY REQUIREMENTS/DELIVERABLES
The results of your research should be posted to your Enterprise blog and summarised by a 250 word statment/evaluation. You should aim to illustrate your opinions with relevant examples of contemporary design practice.
STUDIO DEADLINE: 10/01/12

Enterprise - Task 3 - How will I promote myself

TASK

Based on the principles that have been introduced so far in the Enterprise module and your findings in previous tasks, evaluate the most suitable marketing methodologies for your own practice and the effective methods to reach your potential customers.

It is essential that you make references to some of the methodologies in the 'Marketing Communication Mix' and evaluate the 'Place' that will give you the greatest competitive advantage and be convenient for your clients/customers.

This is an exercise in applying that theory- it is not appropriate to write about the theory itself. 

Demonstrate your understanding of it by actually using it.

In responding to this task you should consider the following questions:

What do 'they' want to hear?

What should I say to 'them'?

How will I communicate with 'them'?

MANDATORY REQUIREMENTS/DELIVERABLES

The results of your research should be posted to your Enterprise blog and summarised by a 250 word statement/evaluation. You should aim to illustrate your opinions with relevant examples of contemporary design practice.

Response to task


I would like to do freelance at some stage of my career, the earlier the better, just to kick things off. With this, comes a huge amount of self promotion, if it's ever going to work. No one is going to of heard of my before, I need to make them listen, especially if this becomes my main source of income. 
I like personal methods in approaching potential buyers; targeted advertising. Sending some form of mail shot, post card, or pack to advertise my skills and designs visually is possibly the best way to engage with a potential customer.
The products I make and intend to sell are varied, I make cards, frames, chalk boards, posters and small visual art books of my own work. These kinds of products could be promoted at a small craft fairs and exhibitions, which are always popular when located correctly. That being of a main city street, within the centre in which a lot of passing trade is apparent. Craft fairs, although an income source, only occur every so often so can't possibly be a main source on income. Promoting and selling my work on websites such as Etsy means I have an on going, available to all, online store in which my work can be sold worldwide. I don't intend on just working for myself though, such freelancers, as Kate Sutton have worked for huge companies, I intend to do the same. To promote myself to the extend companies approach me, now thats obvioulsy a long way off, and quite ambitious, but hopefully one day!

Kate sutton : The big Issue

Kate sutton: Cooler magazine

Enterprise - Task 2 - Where are they – How will they find me?

WHERE ARE MY POTENTIAL CLIENTS/EMPLOYERS LOCATED?


Part of me wants to work for myself, but I know thats not the way to start, so ideally I need to work within a practise. I would also like to experience branding and advertising which is extremely broad, so many companies need such a service. Currently, as I am a student based in Leeds City Centre, potential employers are within the surrounding area. For graphic designs, employers are potentially world wide, in simply depends on where the person is located, whether he / she is willing to travel or commute. Personally I am willing to part take in experience within the surrounding Yorkshire area, but as a Graphic Design, could really work anywhere. Technological advances make this possible to do so, to communicate with clients via Skype and Hotmail. Places which I could possibly find work consist of:


- Retail outlets
- Leisure complexes
- Any major companies
- New companies
- The council


Such employers will be located centrally, where there products will be seen, to be sold. City centre areas more thank likely, in which the amount of potential buyers is at its highest, the more central the location, the more passers by of the stores and advertisements for. The councils advertising is more likely to be sen on paper, within newspapers, magazines and billboards.




WHAT MEDIA DO MY POTENTIAL CLIENTS/EMPLOYERS USE?


Within Graphic design, there is a broad range of medias in delivery a product. The most used is through paper and digital, such as leaflets, posters, billboards, newspapers and magazines, along with television and radio adverts. Graphic design is everywhere so designs need to be outstanding and different, engaging there intended audience, using new technological advances is a new method in which to do this. An example is through Viral forms of advertising, its becoming more common as the speed in which it can be shared is unbelievable (as found out in a 1st year CTS lecture). 


WHAT DO YOU NEED TO COMMUNICATE AND HOW DOES IT MATCH WHAT YOUR CLIENTS/EMPLOYER NEED?


Political
I need to be aware of political elements within society and design due to the type of work I'll be doing and how I'll be communicating it. Being in a tough economic climate, it is a hard time for small businesses to run and become successful. Its also tough for those paying for my work and services, what their ability to pay will be affected by how much they earn themselves, and whether the work, produced by myself (or the company I work for), will in return be profitable. The labour law needs to be taken into consideration too, it will determine the legal right and restrictions between myself and my eployer; there will need to be fair working contracts set in place. As a Graphic Designer, potential employers can be all over the world, but with working with people overseas, I will need to take into account trade restrictions between certain countries.I will also need to be aware about being environmentally friendly in regard to stock and printing within the company. It can be recognised by government and there are several schemes and audits in place, the government standard, ISO14000 environmental certification, shows that you trade ethically as a company and is a really good standard to have under your company name and brand image.If working for a company with this certification I will need to know the fine print and details regarding this.



Economic

As a Graphic Designer I need to be aware of the economic growth within the UK. This will help me understand and identify goods and services that need to be promoted in order to boost a healthy economy, for example new and innovative products which need branding for. There needs to be a fine line between compromise and ensuring ourselves a wage to live from. Understanding inflation rates will mean I understand my clients needs, alongside my own needs in regard to living costs and how it could possibly effect my wages. I will also need to be aware of Seasonality, the peaks troughs in demand of work and how I would cope with this, whether it be on my own or within a company.

Social

Trends will effect any design work I produce, and how operation and management strategies are structured within a company.

Design factors which need to be considered are religion, ethnicity, education, economic status and nationality. Especially when working with over seas jobs, language will be a main factor to consider. Being sure you don't offend people (unless that is the objective) is obviously another large factor, which relates to knowing about all the above design factors to consider.

Technological 

Technology as a massive effect of timescale, on how long it takes to produce, make, print and distribute products. The more up to date with technology a company, the more efficient the production rate.

The way we work and approach briefs as Graphic Designers also relies on technology, we need to stay up to date and have constant upgrades on software and hardware, which will effect finance. This will effect costs as upgrades can be expensive, especially with being a Graphic Design company which work primarily on Apple Software. Companies need to stay up to date with the latest software packaging, as it effects the quality of  products and outcomes. This can also effect communication, having the latest hand held devices, wireless connections, broadband etc is essential. 

Case Study: http://www.andfold.co.uk/

Political 


Politics will effect the amount of tax Andfold will have to pay for their business premises, this may effect the needed workload to break even. Andfold would have to consider tax implications and trading restrictions when working with clients and collaborative partners overseas. They would need to be aware of European trading standards. Copyright certifying their work is something they will have to consider, as they show a lot of their work online, which could quite easily be taken, printed, mass produced and sold.


Economic


Andfold will need to be aware of the economic growth with the UK and Europe, they need to understand and identify goods and services which will arise due to the need to boost a healthy economy. New products will come about which will needed to be branded, advertised and promoted for. The company will also need to understand inflation rates, to gain a better understanding of its clients needs, in effect, what they can afford in regard to the services they offer. It would also effect wages of employees, and the number which are hired to do a job at hand. Although Andfold have a website which can be seen worldwide, they are based in Leicester City Centre, and will need to be aware of Leicestershire economic climate. Personally I have seen a lot of small businesses and stores close surrounding the new shopping centre development within the centre. Andfold will have to be aware of passing trade, and the effect this new development is having on surrounding businesses and how they can stop it having such a dramatic effect on themselves.


Social


Graphic design is always on demand, there is always going to be someone, a company, business or individual who needs your services, what it consists of can change with trends within society. Design factors that need to be considered are religion, ethnicity, education, economic status and nationality. Especially when working with over seas jobs, language will be a main factor to consider. Being sure you don't offend people (unless that is the objective) is obviously another large factor, which relates to knowing about all the above design factors to consider. Target audience too is a main contributor to the work produced, you need to be aware of social trends for specific target audience in order to work efficiently and correctly to that audience, Having knowledge of companies, their brands, reputation and competition in the market is something Andfold will have to take into consideration, considering produce work within branding and identity.


Technological


The way in which Andfolds work is created, mass produced and printed will be effected by the technology producing it. A Products quality, efficiency and timescale will be effected by technology. Accessibility to the company and the work its produced has been made a lot more available due to the web, this in a sense is self-promotion. The technology Andfold used within its design studio is of importance, they will need to keep software and hardware upto date, to produce work of the best standard and quality.

Concept boards presentation - Good is, Peer feedback.

Response and feedback to concept boards presentation 

Comments made were fair, it was stated that is would be worth investigating a specific target audience, it was always stated I needed to look more in depthly at print techniques. An idea was also given to look at house related stocks, which is quite a nice idea. 

'Think about stocks/target audiences and the links between how one will be more effective for the different types of audience.' - A relevant point, one I want to focus on.

ACTION PLAN

Look at ethical printing methods > Relate to the houses being eco friendly

Market research > talk to first time buyers & maybe the company

Look at average prices of land / is labour included and reassess pricing

Context of product > where would people find it?

Watch grand designs > Good alternative form of research

More visual research > to provide a better idea of how these will be presented (packaging) 3d nets for a physical idea of flat pack housing etc

Area's for improvement:

- Talk to the company (weehouses)

- Primary research - home builders

I found this feedback so useful. It's opened my eyes to a range of issues with my concept I didn't think of before. I now know what I need to address, and have a lot of new idea's and areas to research before I start thinking about my final outcome.

Enterprise - Lecture four - How to successfully promote yourself in six easy steps.

How to successfully promote yourself in six easy steps.