PRODUCT: Although I am only just beginning to find my own visual language as a design practitioner I currently see myself branching into graphic design and illustration. For that reason my enterprise model will be based on my skills as a freelance designer/illustrator. That in itself is an exceptionally vague term and in order to improve my business analysis I've decided to specify an area of interest in which to work - the fashion industry. Offering this service to fashion designers means they don't have to produce promotional material/personal branding themselves, freeing up their time and providing them with work from a designers perspective and understanding as opposed to a fashion viewpoint.
I will produce core products for my clients in the form of the required visuals in a digital format ready for application in the specified context. Should they request it I will produce a range of tangible products i.e. printed materials such as posters, business cards booklets etc. through liaising with an industrial printing company. Augmented products, however, will be mostly left to the responsibility of the client. For instance if the client is looking to buy a batch of printed t-shirts I will produce any visual material needed but it is up to the customer to then find a company that will print them. This is because if I were to offer this service myself, any poor quality products would reflect badly on myself rather than the t-shirt printing company from which it came; any delays or mistakes would end up costing me money and reputable damage.
My main enterprise feature will be design work produced by a former Leeds College of Art student, my clients will therefore benefit from a reliable quality of work courtesy of a designer with specialised skills.
PLACE: With regards to placing my product I will work primarily from a studio in Leeds offering an open studio policy to potential clients giving them an opportunity to visit my place of work. I will attend trade shows for the fashion industry enabling me access to a concentrated collection of customers; with marketing support included in the price it reaches out to a much broader audience than I could hope to attract alone. I will attend trade shows not only in the UK but in France as well as their fashion industry is one of the strongest in the world as it stands. I will ensure that my website is a well designed representation of my work and my ethics with full contact details meaning that face-to-face contact is not essential, customers can send briefs/material through digitally and have an entirely over the phone or email based working relationship for convenience.
PRICE: I will initially price my services very competitively ensuring that I cover the cost of materials plus labour in order to make a profit. Any delivery needed will be included in the cost to benefit the customer. I will ensure that my work is of a high quality in order to secure business in the future. Once I have generated enough loyal customers I will apply a penetration principle and raise my prices, ensuring that I explain the change to re-emphasise the benefits of my services and strengthen my relationship with my customers.
PROMOTION: As previously stated my main promotional technique will be trade shows. The opportunity to demonstrate my skills on a face-to-face basis establishes a more human relationship with new customers and by inviting existing customers to my stand I can also personalise working relationships that previously existed through email or phone. Trade fairs often attract media attention, and a concentration of designers/fashion creatives will give me the opportunity to network amongst my target market. When the trade show is over I can follow up the contacts I've made and apply a personal selling technique.
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