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

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.


  • Investopedia  –
  • Mindtools       –

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

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

  • 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
  • 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


Studio 3 – Sustainability

Design, Graphic Design, Marketing

Today we looked at sustainability and how as graphic designers it’s important to be aware of it. So what is sustainability. It is defined as the quality of not being harmful to the environment or depleting natural resources, and thereby supporting long-term ecological balance. It is meeting the needs of everyone in the world today, but keeping in mind future generations and their needs ( 

As a graphic designer it is important to know how you can sustainable in your work. As a designer we are constantly creating new designs, often getting them printed out for clients. Some of the ways we can be sustainable as a designer include using recycled paper, knowing the types of ink your printer uses, choosing the right size for posters/flyers (if it’s possible to reduce the size you can save money and reduce your environmental impact), using web hosting sites that use sustainable energy or simply cutting costs at your studio. Therefore, if we, as designers, can find a balance between society, economy and the environment, when we get to the final stages we will know what the most sustainable options may be or the questions that need to be asked to find the best solution.

Some other links about sustainability and graphic design:

Papercut is a graphic design studio in Canberra, Australia. They opened in 2007 and since then have won numerous awards because of the way they have incorporated sustainability into their work. They have a Papercut Environmental Policy:

“Environmental leadership is the cornerstone of our company culture. We believe in the value of offering environmentally sustainable options for our clients and uphold our own commitment to sustainable design by making green choices in our business practice. This makes us distinct from other design studios.”

To ensure they meet this policy and give their designs a ‘Papercut tick of approval’ they have their own set of guidelines (can be found here).

So the next question is how can I make my latest project more sustainable? My project is a the branding of a cafe so I will be printing out a few things – menu, loyalty cards, take-away cup sleeves (and the cups themselves), posters, etc. It will be important to ensure the I know my sustainable options of different printing companies. I was planning to use kraft paper for all of my printing. It is 100% biodegradable and it’s a natural bio-material; Unbleached, biodegradable, recyclable and the product of renewable and actively renewed resources. I’m also creating a stamp for the logo which will reduce the amount of printing I have to do (on the take-away cups/sleeve) and then I just have to ensure the ink I use is also environmentally friendly.