Studio 3 – Storyboard

Design, Graphic Design, Marketing

Hey guys! I’ve been working hard on my project as we only have a few days left before it’s all due. One of the final learning outcomes is making a short ad for my cafe.

The first step was thinking through the style of ad I wanted and what type of shots I would want in it. After a bit of research I wrote out a “shot list” (I think that’s the right terminology). This is the list of shots I came up with:

  • Street view
    • 2 angles because it’s a corner cafe
      • pan up one side of building (past window)
      • pan from other side
      • maybe further away shot of cafe (from across the street)
  • walking into the cafe
  • pan of coffee machine
  • tamping coffee grind
  • setting up a coffee shot
  • shot dripping out
  • people talking or laughing
  • pan of outside area
  • someone holding a cup
  • pouring milk
  • sipping coffee
  • people chatting
  • food in cabinet
  • cup on the bench

I’ve also drawn up a bit of a storyboard (don’t judge me because it’s the first one I’ve done and I don’t think I’m much of a drawer – stick figures for the win!).

new doc 35_1new doc 35_2new doc 35_3

I will be uploading the video soon so stay tuned.

Studio 3 – 5 C’s of Marketing

Culture, Graphic Design, Marketing

Another marketing concept we’re learning about is the Five C’s. They are used to analyse five key areas of a company and is useful when developing a marketing strategy. The five C’s are company, customers, competitors, collaborators and climate.

I have looked at each of the five C’s in relation to the cafe branding I’m working on. Check it out below.

  1. Company
    • Grinders is a new cafe opening in Brisbane. They specialise in coffee but offer breakfast, lunch and a range of other drinks. There will be a large focus on building relationships with the loyal customers.
  2. Customers
    • Target audience: the range of the target audience is quite large; from young families to young adults and even through to the older generation. Coffee lovers. Low income and high income.
    • Frequency: Daily (hopefully)
    • Quantity: Coffee (or other drink purchase), coffee and a meal, delicious snacks.
  3. Competitors
    • Grinders will have a number of competitors – like every other cafe in Brisbane (especially the surrounding area).
    • Any cafe that specialises in coffee.
    • Cafes in West End come and go a fair bit so it would be important to stand out from the competitors.
  4. Collaborators
    • Grinders would have a few partners
      • Coffee supplier (fair trade, ethically sourced)
      • Tea supplier
      • Food supplier
    • We’d like to be able to support and build relationships with local small businesses who are in the same or surrounding area to our cafe.
  5. Climate
    • I believe the cafe market is growing at the moment.
      • Especially trendy, hipster ones.
    • People seem to spend more time at cafes these days – buying behaviour is increasing.
    • New technology for taking orders (apps).

Using this, along with the SWOT analysis I did previously, can help show a picture of what it would be like to enter into the cafe market and help to develop a strategy that could help the process.

Studio 3 – Non Disclosure Agreement

Design, Graphic Design, Marketing

Another new topic today: Non Disclosure Agreements. Yay! Exciting stuff today. So what is a non disclosure agreement (NDA)? It’s a legal contract, often signed by at least two parties and used to outline confidential information the parties want to share. It is used to protect a business’ confidential information as it restricts third party access to it. By using a NDA, a person/organisation with access to your business cannot disclose your information to a third party without your consent.

There are two different types of NDA’s – unilateral (one way) and mutual. The most common NDA is the unilateral agreement, when the business discloses its information to the other party who agrees not to disclose the info. Alternatively, a mutual agreement is when both parties agree not to share the information.

An example of a non disclosure agreement is (found here):

BASIC NONDISCLOSURE AGREEMENT

This Nondisclosure Agreement (the “Agreement”) is entered into by and between _______________ with its principal offices at _______________, (“Disclosing Party“) and _______________, located at _______________ (“Receiving Party“) for the purpose of preventing the unauthorized disclosure of Confidential Information as defined below. The parties agree to enter into a confidential relationship with respect to the disclosure of certain proprietary and confidential information (“Confidential Information”).

1.   Definition of Confidential Information. For purposes of this Agreement, “Confidential Information” shall include all information or material that has or could have commercial value or other utility in the business in which Disclosing Party is engaged. If Confidential Information is in written form, the Disclosing Party shall label or stamp the materials with the word “Confidential” or some similar warning. If Confidential Information is transmitted orally, the Disclosing Party shall promptly provide a writing indicating that such oral communication constituted Confidential Information.

2.   Exclusions from Confidential Information. Receiving Party’s obligations under this Agreement do not extend to information that is: (a) publicly known at the time of disclosure or subsequently becomes publicly known through no fault of the Receiving Party; (b) discovered or created by the Receiving Party before disclosure by Disclosing Party; (c) learned by the Receiving Party through legitimate means other than from the Disclosing Party or Disclosing Party’s representatives; or (d) is disclosed by Receiving Party with Disclosing Party’s prior written approval.

3.   Obligations of Receiving Party. Receiving Party shall hold and maintain the Confidential Information in strictest confidence for the sole and exclusive benefit of the Disclosing Party. Receiving Party shall carefully restrict access to Confidential Information to employees, contractors and third parties as is reasonably required and shall require those persons to sign nondisclosure restrictions at least as protective as those in this Agreement. Receiving Party shall not, without prior written approval of Disclosing Party, use for Receiving Party’s own benefit, publish, copy, or otherwise disclose to others, or permit the use by others for their benefit or to the detriment of Disclosing Party, any Confidential Information. Receiving Party shall return to Disclosing Party any and all records, notes, and other written, printed, or tangible materials in its possession pertaining to Confidential Information immediately if Disclosing Party requests it in writing.

4.   Time Periods. The nondisclosure provisions of this Agreement shall survive the termination of this Agreement and Receiving Party’s duty to hold Confidential Information in confidence shall remain in effect until the Confidential Information no longer qualifies as a trade secret or until Disclosing Party sends Receiving Party written notice releasing Receiving Party from this Agreement, whichever occurs first.

5.   Relationships. Nothing contained in this Agreement shall be deemed to constitute either party a partner, joint venturer or employee of the other party for any purpose.

6.   Severability. If a court finds any provision of this Agreement invalid or unenforceable, the remainder of this Agreement shall be interpreted so as best to effect the intent of the parties.

7.   Integration. This Agreement expresses the complete understanding of the parties with respect to the subject matter and supersedes all prior proposals, agreements, representations and understandings. This Agreement may not be amended except in a writing signed by both parties.

8.   Waiver. The failure to exercise any right provided in this Agreement shall not be a waiver of prior or subsequent rights.

9.   Notice of Immunity [OPTIONAL]

Employee is provided notice that an individual shall not be held criminally or civilly liable under any federal or state trade secret law for the disclosure of a trade secret that is made (i) in confidence to a federal, state, or local government official, either directly or indirectly, or to an attorney; and (ii) solely for the purpose of reporting or investigating a suspected violation of law; or is made in a complaint or other document filed in a lawsuit or other proceeding, if such filing is made under seal. An individual who files a lawsuit for retaliation by an employer for reporting a suspected violation of law may disclose the trade secret to the attorney of the individual and use the trade secret information in the court proceeding, if the individual (i) files any document containing the trade secret under seal; and (ii) does not disclose the trade secret, except pursuant to court order.

This Agreement and each party’s obligations shall be binding on the representatives, assigns and successors of such party. Each party has signed this Agreement through its authorized representative.

_____________________________________________________ (Signature)

___________________________ (Typed or Printed Name)

Date: _______________

_____________________________________________________ (Signature)

___________________________ (Typed or Printed Name)

Date: _______________

I also found another Non Disclosure Agreement here at SEQ Legal.

In regards to my cafe, having a non disclosure agreement would ensure that any and all financial information, operating systems, policies, procedures and recipes would be protected. All employees would have to sign the agreement before they begin work.

An example of an NDA (found here) is more specific to restaurants/cafes.

References

Woolwich, D. (2014). 5 Things You Should Know About Non Disclosure Agreements. Retrieved from https://lawpath.com.au/blog/5-things-you-should-know-about-non-disclosure-agreements

 

Studio 3 – Slogans

Design, Graphic Design, Marketing

Sooo…I may have forgotten to post this blog a few weeks ago when we were looking at slogans. But better late than never, right? A slogan can be really useful for your brand. You may already know what a slogan is but I’m going to define it for you anyway. It’s “a catch phrase or small group of words that are combined in a special way to identify a product or company” (Small Business Encyclopaedia, n.d.). A slogan is used to convey the vision of the company – a brief and catchy phrase that can be used in advertising, poster, uniforms, etc. It becomes a reminder of what makes the company special.

This article (22 Companies With Really Catchy Slogans & Brand Taglines by Lindsay Kolowich) had list some characteristics that make a great slogan:

  • memorable
  • includes a key benefit
  • differentiates the brand
  • imparts positive feelings about the brand

Here’s a few examples of slogans I found:

Nike – ‘Just Do It’ (classic)

Apple – ‘Think Different’

L’Oréal  – ‘Because you’re worth it’

Maccas – ‘I’m loving’ it’ (another classic)

Adidas – ‘Impossible is nothing’

Energizer – ‘Keep going and going and going’

 

 

Studio 3 – Porter’s 5 Forces

Design, Graphic Design, Marketing

Another marketing tool – Porter’s 5 Forces. This tool can be used to identify and analyse the competitive forces that are shaping different industries. By knowing and understanding where the power lies in the industry you are entering, you can gain a competitive edge over the competition.  These are the five forces:

1. Competition in the industry;

2. Potential of new entrants into the industry;

3. Power of suppliers;

4. Power of customers;

5. Threat of substitute products.

Again, using this tool for my cafe, this is what I’ve come up with (using a worksheet from mindtools.com):

Screen Shot 2016-08-03 at 11.11.01 AM

And from this worksheet I have concluded the following:

  • The competition in the industry is extremely high as there are numerous cafes, that are similar in style to Grinders Coffee House.
  • The threat of substitution is strong because customers can choose to go to other cafes for their coffee.
  • Buyer power is weak as there are a high number of them and they are a fragmented audience (customers vary). Therefore the industry (the cafes themselves) can set the price.
  • Suppliers would have some power as there are a lower number of them in the market.
  • The threat of new entry is medium. There are costs involved in setting up a new cafe, a lot of time to put into it and some specialist knowledge would be required.

References:

  • Investopedia  –  http://www.investopedia.com/terms/p/porter.asp
  • Mindtools       – https://www.mindtools.com/pages/article/newTMC_08.htm

Studio 3 – SWOT Analysis

Design, Graphic Design, Marketing

Today we are looking more at marketing and the tools that can be used to improve your business. The first one is SWOT analysis. This is a good tool because it looks at your business’ strengths, weaknesses so you can understand them and then determine any opportunities that exist and threats you might be facing.

I found this website useful in developing my analysis and they had a handy worksheet too:

SWOT Analysis at mindtools.com

For my café, Grinders Coffee House, this is the SWOT analysis I developed:

STRENGTHS WEAKNESSES
  • It’s a new and different café opening up — some people like to try new ones
  • It’s new — can create hype of the new cafés grand opening
  • Ethically sourced, good quality coffee
  • Family based café
  • Good customer service
  • The café has little market presence or reputation
  • Similar product range to other cafés
  • New staff who will have to get to know each other well in order to create a good atmosphere
  • Cash flow could be unreliable when café is first opened
OPPORTUNITIES THREATS
  • Cafés are very popular at the moment — booming market
  • Location – key to building up regulars
  • A place where people can come to relax
  • Efficient ordering system with new technology (apps)
  • Choosing a fair-trade coffee bean supplier (or sourcing a new one) and ensuring the workers are being treated ethically
  • Competition of surrounding cafés
  • Finding a suitable location where the café will thrive
  • Funds needed to start the café
  • Ensuring the café meets OHS standards before opening — cost of that
  • Meeting government regulations

Studio 3 – Schedule & Budget

Design, Graphic Design, Marketing

Some of the things we have been learning throughout the trimester is writing up schedules (and sticking to it…) and a developing a budget for the project. This is my schedule, not sure how well I’ve done with it but I seem to be on track. I also feel like there are more things I’ve been working on each week but this is what I set out to do.

Screen Shot 2016-08-02 at 10.30.17 PM

To keep track of all of the tasks I have to complete and when I need to have them done by, I am also using the app Wunderlist. This app is a great to do list and I have it on my MacBook and my smartphone. It lets me allocate all the tasks I need to have done for my project (also add subtasks & any notes) and tick them off as I complete them.  It will also send me a reminder when a task is due.

If you want more information check out their website here – Wunderlist.

I also did a bit of research and have come up with a budget. When you sit down and add everything to the list and add it all up it is really quite expensive, especially to put ads in magazines (p.s. some costs and quantities are estimates calculated by myself).

Screen Shot 2016-08-02 at 10.53.30 PM

If you think anything I’ve put down looks wrong or want to know where I got my prices be sure to let me know 🙂

– KH