High Definition Portfolio

DAV ID J O H NS O N INDUSTRIAL | SERVICE | UX

DESIGN

As a student of Learning I have developed different perspectives on the world around me. As a student of Design I have learned to focus on these perspectives and to create.

Through my time studying Industrial and Service Design I have come to appreciate the connectedness between user and idea. Users desire a pleasing experience that makes them want to continue using a product or service. Creating this experience requires an understanding of the user. Through designing user-centered products in Industrial Design and utilizing research intensive and analytical tools for understanding users and services in Service Design, I offer my skills in creating not only products or services, but also the experiences that go with them.

Table of Contents

O

Manifest O

Fish Finder Go

GRSP Revamp

Evolve Espresso

Brand Adventure

Following iterative prototyping and research techniques to create a social media platform to “empower revolution�

Reimagining the FishFinder system into a portable and social experience with Industrial Design and User Experience principles.

Utilizing Service Design methodologies to combat real world user experience problems.

Developing a fully engineered Espresso Maker Family of products using Industrial Design operations.

Applying Service Design techniques and business practices to create an innovative business plan.

Projects Developed at the Savannah College of Art and Design

Manifest

O

Empowering People to Start a Revolution

Given two randomly drawn words, create a responsive high fidelity prototype social media website using iterative prototyping methods including user testing and a complete architecture wireframe.

Objectives: How can we bring about a person’s passion for a cause into social media? Focus on these passions and desires to bring about change.

Two Person Team Project Summer 2014 2 Weeks

Revolution + Empowering

Stand Up!

A Look into how People Support a Cause

Š 2015 David Johnson Design

RESEARCH Qualitative + Quanititative data from SurveyMonkey™

Create an anonymous survey to get a better understanding of individual’s positions on voicing and solving societal problems that have affected them.

“Let’s Start a Riot!”

The Plan: 1. Prompt passersby to create a picket sign about something they believe in.

2. Ask them questions while they are in the picket zone.

I feel empowered when I...“fulfill

something on my own.”

Describe a time when you stood up for something you believed in.

“I have sent countless emails to various college administration in a hopeless attempt to get a religious holiday policy.”

“After consistently receiving uncooked meat from my college cafeteria, I started voicing my concerns to staff members. When that didn’t work, I met with a manager.

When the manager didn’t deliver the results I wanted, I went above him.”

“We’re trying to figure out what people feel strongly about.”

“I

don’t think I can show mine in public.”

- Anonymous

“Without

starting an argument?”

- Anonymous

INSIGHTS

We stand up for ideas that we feel most passionate about or those that personally affect us.

However, there is a reluctance to voice those opinions

publicly.

Š 2015 David Johnson Design

USER PERSONA Occupy Wallstreet Movement

“We are the 99%”

Who: The 99% - the percentage of US citizens who feel that there is a large disparity of income and wealth between the top earning 1% and the lower 99% What: Protest Movement When: First protest occured on September 17, 2011 Where: Zuccotti Park, located in New York City’s Wall Street Financial District Why: To bring attention to social and economic inequality, greed, corruption and the perceived influence of corporations on government that this power garners—particularly from the financial services sector.

Strength • Persistence/Endurance • Generating Buzz • Remaining Self-governed

Weaknesses • Lack of clear goals • Public Relations • Incoherence

Goals • Spread movement awareness • Complete goals through purely democratic means • Create positive change for all members

CREATING CONNECTIONS: JOURNEY MAP Create Rally

Share Rally Gather Followers

Spread Awareness Share Manifesto

Attend Rally Injustice Document Participation

New Rally or Petition

Create Manifesto Cause Creation

Reaction Documentation

Submit Petition

Photo Documentation Text Documantation

Gather Signatures

Share Petition

Create Petition Š 2015 David Johnson Design

LOW FIDELITY WIREFRAME

INFORMATION ARCHITECTURE

Rallies

Petitions

Movements Others

Movements

Explore

Profile Activity

Non-Site Member

Sign Up

Login

Movements

People

Browse

Followers

Search Results

Movement Modify Results

Desired Page

Followers Most Active

Search

Search

Active Others

Timeline

Others

Manifest

Rally Activity Rallies

Petitions

Petition

Other Activity

Lightbox

Tennants

Comments All Related Media

Share

Comments

Recent Activity

Share Tennant

Specific Activity

Š 2015 David Johnson Design

MEDIUM FIDELITY INTERACTIVE WIREFRAME Account Creation

Personal Profile and Cause Search

Cause Creation

Exploring a Cause

HIGH FIDELITY RESPONSIVE DESIGN

© 2015 David Johnson Design

O Š 2015 David Johnson Design

Lowrance prides themselves as the leader of marine electronics. The LOWRANCE Fish Finder Go transforms the Lowrance fishing experience while preserving what it means to use a Lowrance product.

Solo Project Winter 2015 10 Weeks

Š 2015 David Johnson Design

“From the launch of the first recreational sonar in 1957 to our current DownScan Imaging™ and award-winning Broadband Sounder technology, Lowrance continues to lead the way in helping anglers find fish and fish-holding structure.”

FISHING

a $48 billion industry Trips

www.Lowrance.com

Events

Equipment

MISSION STATEMENT Trips

+ Transform the Professional Fishing Experience with an affordable alternative for the casual angler through the use of a portable fish finder system combined with a phone application that serves to bring the world of social fishing to the user.

Events

+ Equipment

PROFESSIONAL FISHING EXPERIENCE

= Š 2015 David Johnson Design

CONSUMER ARCHETYPE

Brian Kim Savannah, Georgia Registered Nurse Age: 34 years

“Fishing has always been a huge part of my life. I consider myself a recreational yet enthusiastic fisherman. Spending time by the lake is my time to interact with nature, family and friends.�

Personal Artifacts Map

Š 2015 David Johnson Design

MANUFACTURING AND DESIGN

The LOWRANCE Fish Finder Go works by creating a wireless ad hoc network between phone and transducer via Adafruit ™ products and custom injection molded external parts. Think of the transducer as both a speaker and a microphone. It sends out a signal, and when it bounces off anything of a different density than water, the signal returns to the transducer and is read as an object. The phone acts as the screen while a customized Raspberry Pi system creates a solar powered mini computer to transfer the signal.

5.98 in

Male DC Power adapter - 2.1mm plug to screw terminal block $2.00

USB / DC / Solar Lithium Ion/Polymer charger - v2 $17.50

Raspberry Pi Model B+ 512MB RAM $39.95

PowerBoost 500 Basic - 5V USB Boost @ 500mA from 1.8V+ $9.95

1.57 in

5.07 in

Medium 6V 2W Solar panel - 2.0 Watt $34.95

Lithium Ion Battery Pack 3.7V 4400mAh $19.95

Edimax EW-7811Un Wi-Fi USB Adapter $9.99

Power

Air Pocket

Signal

Rubberized Waterproofing

Inje

Transducer

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ABS

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Primary Body

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Transducer - Representative of existing LOWRANCE product components

Š 2015 David Johnson Design

APPLICATION

The Clubhouse

Home

Fishing Social Media Platform

1

3 Personal Profile Picture

Anytime someone posts on The Clubhouse their profile can be accessed by clicking on their personal profile picture.

Navigation Buttons

View friends, leave a message, or view the Fish Log.

See what your friends are catching and any other fish related pictures that they upload.

The Clubhouse

Fish Finder

Fishing Social Media Platform

On the Go Performance

2 The Clubhouse is the angler’s dream.

Post your latest catch, brag about your new lures, or just catch up with old fishing buddies.

4 View your messages, friends and friend requests, or create a post.

Apply a specific search parameter to see what people are talking about on a multitude of fishing locations, fish types, and people.

See what your friends are catching, the location, and even view their public Fish Log. Leave a comment and let your friends know that you’re impressed.

The LOWRANCE FISH FINDER GO brings the power of the Lowrance fish finders to your hands.

Adjust how far to scan and at what power level.

The lower the number the less battery used.

Displays the water depth and temperature

Fish Log

Lake Search

Powerful Recording Tool

Find a Fishing Hole, Anytime, Anywhere

5

7

The Fishlog is an essential for the angler who wants to keep track of what they’re catching.

Display identifying pictures as well as a Google Map to ensure that the lake you looked up is yours.

Search for your fishing location to automatically upload weather, expected fish in that location, and standard baits to your log.

Make your log public for all to see or private when you want to keep your successes a secret.

Search your log for specific terms such as a specific fish or bait to display the logs that only contain them.

Record essential information such as bait type or gear used, or any gear you wished you had.

* Data Mining + Big Data Analytics The Fish Log provides an opportunity to collect data on a large quality of fish-related information which can be sorted, gaining valuable information that can be applied to: • Manufacturers can determine optimized locations for lure distribution to retailers.

• Sustainable fisheries can determine which lakes should be restocked based upon the numbers of fish being caught.

Weather information for the selected lake location city

On-lake specific information is key to picking the right time and day to fish.

Access Public Fishing Logs of fellow anglers to see what they caught, which bait they used, and other important information.

Lake Search Find a Fishing Hole, Anytime, Anywhere

6

Lake Search gives you the opportunity to explore the lakes in a specific location.

Find not only the fish, but also view the topography under the water and know where to cast.

Click on the location to see a preview via Google Maps.

Zoom in and out to get a better view of the fishing environment.

Lake information serves to give vital on-site fishing information for the selected fishing location.

© 2015 David Johnson Design

Š 2015 David Johnson Design

Georgia Rotary Student Program (GRSP) Revamp Utilize research, co-creation processes, and design thinking methods to explore pressing challenges and wicked problems in communities, while working closely with the Georgia Rotary Student Program in the Savannah area to create new and better solutions to carefully framed problems.

Seven Person Team Project Fall 2014 10 Weeks

What is the Georgia Rotary Student Program?

“Since 1946, Rotarians in Georgia, USA, have promoted world peace through understanding by offering scholarships to international students for one year of study in Georgia colleges and universities. Georgia Rotary Clubs sponsor students recommended by a Rotary Club in their home country. The students become adopted members of a Georgia “host family,” living on-campus at the school they attend. This is a scholarship program, not an exchange!

Each year, about 60 students from all over the world make friends in the United States and other nations and learn about differing cultures and life styles. Georgia Rotarians believe “Peace is Possible” and through GRSP promote international goodwill through friendship and understanding.” (GRSP.org)

© 2015 David Johnson Design

DOUBLE DIAMOND DESIGN APPROACH The Double Diamond is a visual model of the design approach that was followed for this project. Consisting of four parts: Discover, Define, Develop, and Deliver, the rise and fall of the diamond indicates divergent thinking (gathering as many ideas as possible) and convergent thinking (refining and narrowing these problems).

The objective is to gather research, conduct interviews, and participate in CoCreation meetings with stakeholders in order to discover the various roles people play within the GRSP ecosystem in order to enhance the experiences of everyone involved.

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ea v r o C

c s i C

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Through fieldwork, research, and interviews discover the roles various users play within the GRSP ecosystem, while understanding the overall experience.

1

De

fin

Co

e

-C

re a

tio

Establish a clear understanding of GRSP’s strengths, weaknesses, and pain points.

n

2

p o ea

l -Cr e v o

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Create and present solutions that best fit the current GRSP Internal and External structure by creating a balance between optimizing and transforming the system.

3

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4

This objective helped to create potential opportunities for a higher level of efficency in internal and external processes that could benefit not only the applicants, host families, and GRSP employees, but the Rotarian community, the Georgia community, and perhaps even the global community.

Present to GRSP a viable, efficient, and profitable solution to bring together all stakeholders to create unity in all areas of GRSP.

Š 2015 David Johnson Design

S.W.O.T. RESEARCH AND ANALYSIS

STRENGTHS • • • • •

Rotary support - both in Georgia and internationally Only program of its kind - non-exchange Cultural and goodwill exchange Host families and support of trustees Support from colleges, i.e., reduction in tuition costs and administrative support • Student weekends - cultural exchange • GRSP office support

OPPORTUNITIES

• Difficulty in getting enough information to select a student • Slow response from universities - may lose student during process • Not enough countries involved - PR issue • Current website is poorly designed and is not kept current • Lack of information regarding endowment • Inconsistent services from host families and trustees to students

WEAKNESSES

• Globalization • Use of technology to solve some weaknesses, i.e., interview with Skype, office procedures • International convention with GRSP reunion • Need for education in a changing world • Need for international education in a changing world, i.e., English skills • American education is prestigious

THREATS

• Perception that International students are taking away scholarships from American students • Perception that GRSP students are having too much fun rather than obtaining an education • Lack of diversity of students • Poor screening will disenfranchise rotary clubs • Poor website design may create perception that program is not valid

IDEAS, CONCEPTS, AND SOLUTIONS

What areas of GRSP can use the most improvement?

BRANDING & MARKETING

FUNDING

COMMUNITCATION

Promote the GRSP to make people aware of their services.

Make the entire fundraising service seamless, and selfsustaining, by making it easier to donate.

Clearly communicate information between GRSP, students, administration and host families.

APPLICATION PROCESS

EVENTS

HOST FAMILIES

Make the application process easier for the student to apply, and organized enough for the GRSP student records.

Encourage interaction through community events between the students and members of GRSP.

Promote awareness of host family services and policies.

Internal Solutions LOW COST

Update purpose/mission statement.

Brand and market toward promoting incentives to donate.

Promotional videos of stakeholder experiences.

Hire pro-photographer for consistency in pictures.

A video yearbook for promotional and historical purposes.

Farewell event for students.

Annual check up on past students to see their status.

Links to Social media.

LOW COST

Change perception to learning and cultural experience.

Update visuals of brochures that are easily distributable.

Social Media presence: community groups.

Connectivity through broadcasted events.

MEDIUM COST

Promotional brochures easy to download, and translatable for any country.

Downloadable Application.

New student screening methods via video conferencing/interviews.

Broadcast host family activities to promote socialization with other host families/students.

Social projects for members and students to rally behind.

Make conclave meetings more interactive between GRSP members and students.

External blog attached to website.

MEDIUM COST

Community support for host families to connect.

Video/cloud interviews and creative essay writing.

Group activities based on ‘interest’ from application.

Farewell event.

Rely less on endowment and more on fundraising.

Marketing Press Release.

Raise applicant qualifications (GPA, or SAT or ACT).

HIGH COST

New Name and Brand Identity.

Application Tracker.

Separate online portals for GRSP admins and members.

Internet based marketing and promotion.

A new GRSP framework that no longer relies on colleges, is faster and still fulfills program goals.

Georgia students that would also have to apply to the program.

Digitize student files by copying then as PDF’s that can be easily sent to GRSP member.

Separate website sections for internal link for GRSP and administrators.

HIGH COST

External Solutions

Unbiased prescreening process (no photos).

Application tracker to view student status.

Event coordinator.

Work with colleges to create event.

Cater to lower income countries by providing more monetary support from GRSP.

© 2015 David Johnson Design

CHARACTER JOURNEY

Creating system understanding by analyzing all possible viewpoints.

Svenia Erikson

Student Persona

Studies Social and Economic Geography, Lund University

Ahus, Sweden

21 years

Journey Map: Emotional Experience and Pain Points

!

Pre-Service Time Emotional State

Learns about GRSP from her friend Talks to Talks to parents her parents about studying about GRSP abroad

This information is vital to giving prospective students a point of connection with the program. They see the experiences of other students and can then place themselves in those situations. This is a major selling point that is being underutilized in the current framework.

Receives an email from GRSP about her acceptance.

Explores the website - looking at past and present students as well as the program history

Searches for and finds the GRSP website

Unfortunately she is not accepted into her choice school, however, after some research, she decides that the new school is a great substitute.

Finds contact information for local Rotary Contacts Rotary to learn about information she needs to provide, such as vaccination and application information Returns to website and locates the Application Process.

Waits several weeks to find out if she has been accepted and what school has accepted her.

Signs form of acceptance including scholarships Completes I-20 and contacts international office

Applies

!

The application is an extensive process for the prospective student. The current system uses a single and continuous column of prompts to be filled out. There is no indication of progression. Another point of contention is the lack of save feature.

Starts packing Starts communication with host family and works with them to arrange for arrival

Interests and Activities

• International Baccalaureate Diploma, Member of the Model United Nations • Passionate about Cycling, Physical Exercise, and Baking • Enjoys going out with friends, eating new foods, and Instagramming her life • Advocate for people with disabilities

Goals

• Gain a rich study abroad experience • Partake in “American/Georgian” activities • Engage in academic courses and service opportunities

Emotional State

During Service Time

Expectations

• Easily communicate needs and concerns to GRSP • Experience American culture to the fullest • Build long lasting relationships with hosts and other students

Post-Service

Has an amazing day taking in the sights and spending time with her host family Cultural Arrives at Immersion Atlanta airport Attends club and meets her meetings by host family sponsor clubs

Goes to the Conclave and meets other GRSP students Attends University Orientation and moves into her dorm

Attends student weekends throughout the year

She decides to travel a bit before heading home She stays in touch with her host family and the many friends that she has made and reminisces on the memories of her time in Georgia.

District Conference in May

The school year ends and she prepares to leave

!

There is a major gap in the process where no activity occurs. The applicants are simply waiting to hear back from GRSP in the pre-phase and staying in touch with others in the post-phase. This is the perfect opportunity to connect students with each other as well as Rotarians. This can be done through Social Media.

© 2015 David Johnson Design

CHARACTER JOURNEY

Creating system understanding by analyzing all possible viewpoints.

Dottie McCormick

Rotaria Trustee | Host Family Persona 65 years

Gainsville, Georgia

Retired School Administrator

Journey Map: Emotional Experience and Pain Points

!

Emotional State

Pre-Service Time Starts communicating with Svenia via email and happily starts planning for her arrival Receives email notification from district governor stating she will be serving as a host family

The method by which information and photographs of GRSP events is distributed is extremely important. Online opinions, presence, and content all add to this concept. What does someone see when they Google your name or even when they arrive to your website?

During Service The day of Svenia’s arrival is here.

Dottie picks up Svenia from the airport and takes her around Gainsville

Spends a few days with Svenia in a cultural immersion of Gainsville Takes Svenia to her Sponsor Club meeting

On the weekends she splits the time with Svenia between herself and the Sponsor Clubs

During the week she works for the Rotarian Program Helps Svenia move into the dorms

At the end of Svenia’s stay Dottie attends the District Conference with Svenia

Interests and Activities

• Gardens and hikes with husband, Geoffrey • Goes on cruises along East and West coasts • Member of the Arts Alliance and Audubon Society • Sells Mary Kay beauty products on the side

Emotional State

Post-Service Time

• Help ensure the success of GRSP, i.e. flow of office • Gain cultural experience through hosting international students • Ensure longevity of GRSP through fund raising and promotion

!

Stays in contact with Svenia after she leaves

!

!

Goals

Expectations

• Knowledge about a different culture and rich relationship with student • Ease and efficiency within the GRSP management system • Clear communication within GRSP and other Rotary clubs

Donations and the endowment are essential to the success of the program. The process by which donations are asked for and obtained should be a part of the experience. How can this be made more enjoyable?

A major selling point of GRSP is the diversity of students that it brings together. The displaying of such data plays into not only selling the program to applicants, but also sponsors and donors.

The communication factor of GRSP has become trapped behind the one-dimensionality of email and telephone; simple back-and-forth. The implementation of using the website as a means of communication for students, alumni, trustees, and employees, together or separately, could mean major changes for the betterment of the entire system.

© 2015 David Johnson Design

PROVIDING SOLUTIONS THROUGH WIREFRAMING Visually appealing introduction to the GRSP image Meet the Students

Meet the Trustees

Join GRSP

Connection through social media and updated events

Create a connection point through student introductions

Login

Meet the Students

GRSP BLOG Matti / UK

Sahar / Sudan

Ji / South Korea

Kim / China

Students help raise funds for local charity November 13, 2014

Experience American College Life, And Change the World.

This past weekend our fantastic GRSP students helped to create an awesome experience for those less fortuant in today’s scary modern world. Our group of highly talented and dedicated students created a fantastic project oriented at those without hope.

Watch

Video

We built a new way of thinking within the group, and hope to expand our efforts into the new year with new students, new problems, and new....

Application process time-line Meet the Students

Meet the Trustees

Join GRSP

Login

Meet the Students Svenia Erikson Logout Matti / UK

Application Submitted

Username Login

Application Approved

Host Family Match

Terms Accepted

Sahar / Sudan

Flight to America “I absolutly love helping at the school’s Football games.

Password Forgot Password

Nothing is better then watching the excitment people have.”

Host Family Match Our members are currently processing your file to fit you with a great match for your host family. We take a number of parameters into consideration to make your stay in America as producive and fun as possible.

Dottie McCormick Logout

Student Match

Host Family Match

Application Approved

Host Family Match

Terms Accepted

Flight to America

View Match

You and your student match has been found, now it is time to review their information, and select to have them join you as a member of GRSP.

Ji / South Korea

Kim / China

Meet the members in charge and understand their roles

Create additional incentives and goals to donate

Meet the Trustees

Jim

Join GRSP Sign up and we will send you our getting started information pack.

Donations

Mary

Donate Now Email Address Number of Students Hosted

3

“The students we see are the future of this world.

$1,525

I love nothing more then seeing the amazing power this next generation has”

raised so far Meet Edad,

Michael

Beth

Submit

Help him live out his goal of going to the University of Georgia by donating.

GRSP aims to get as many students into Georgia schools as it can. Despite this, the process is not free.

Our goal is to get as many students here at no cost as possible, but for that we need you.

Watch

Video *Program placement is not guaranteed

© 2015 David Johnson Design

Š 2015 David Johnson Design

Espresso Family of Products We explored complex design issues through the product development cycle to formulate the design solutions making the product more visually appealing and functional. Throughout this process, special focus was placed on the skills necessary to communicate ideas to engineers, marketing and other stakeholders.

Six Person Team Project Summer 2014 10 Weeks

Š 2015 David Johnson Design

MARKET OPPORTUNITY Personal

World Commodities Exchange Trade Quantities: Coffee #2

World Coffee Market Statistics Ideal Market: United States

Kitchen as an Environment

Coffee Drinking Habits Espresso on the Rise

Smarter Systems, Smarter Homes

TRENDS

VALUE PROPOSITION Evolve was designed for 22-45 year old professionals with a busy and active lifestyle that want a refined, fast, and convenient espresso machine experience built for the next generation smart home. The team sought to create a customized coffee experience tailored for discerning users by simplifying the process through either wireless applications or conventional controls.

Evolve offers a sleek, state-of-the-art brewer featuring innovative, sophisticated design. Simplistic and seamless, Evolve users can relish the moment by creating the perfect cup of espresso, freshly brewed, one cup at a time. Evolve’s smart phone app creates customized profiles for each user to maximize efficiency and minimize handson interaction.

Š 2015 David Johnson Design

CONSUMER ARCHETYPES Dr. Mark Phillips

Stephanie Sanders

Atlanta, Georgia

Chicago, Illinois

Employment: Professor of Engineering Studies, Georgia Institute of Technology

Employment: Radiologist Assistant Age: 35 years

Age: 40 years Relationship Status: In a relationship

Relationship Status: Married with two children

Living Quarters: Condo

Living Quarters: Three Bedroom Townhouse

Salary: $108,000

Performance Usability Style

Color Palette

Salary: $70,500

Performance Usability Style

Color Palette

DESIGN RESEARCH Dynamic Line

Anthropometric and Environment Studies

Brew Water

Steam

Heat Exchanger

Engineering and Pump Component Research

Sleek and Professional

Reserv

Boiler

Source

Electrical Schematic Ease of Use Interface

Infrared Proximity

Power Button

Activate by touch

Activate by

DESIGN INSPIRATION

Mother Board

User

smartphone

Wifi

Š 2015 David Johnson Design

Espresso Family of Products

DESIGN FEATURES Nozzle

Burr System

Drip Tray

Coffee Ground Reservoir

Cord Wrap Motherboard

Water Tank

Cord Wrap

Cord Wrap

Docking Station 6” 4”

3.75” 4.85” 5.25”

17.5”

9”

5.5”

COFFEE GRINDER

ESPRESSO MACHINE

MILK FROTHER © 2015 David Johnson Design

PRELIMINARY ENGINEERING: PHYSICAL DESIGN AND INJECTION MOLDING PART BREAKUP ANALYSIS

INTERNAL COMPONENT LAYOUT ANALYSIS

© 2015 David Johnson Design

BILL OF MATERIALS 2 24 14 25

1

3

20 21

15

18

22

10

4 17

46 23

9 7

36

5

12

13

35

31 45

6

8

34

11

16

33

41

19

32 30

42 28 43

Part

37 38 39

40 29 44 26

27

Main Frame Top Box Body Shell Top Box Bottom board Middle Box and Lower Support Lower Box Body Shell Cord Container Cord Container Bottom Cord Container Bottom Top Water Tank Water Tank Top Tank Connector Assembly Bottom electrical and Weights Module Additional Cord Main Cord Main Water Tube Middle Box Top Drip Pan Drip Pan Liner Nozzle top Internal Nozzle Top external E-cup/Capsule Nozzle Bottom Nozzle Puncture unit Button Button Light Button and Light Module Boiler Pump Compressor Sensor Circuit Board Cable Support Structure Signal Transfer Support Structure Signal Transfer Signal Cable Button Cable Boiler Cable For Heating Boiler Cable For Steam Pump Cable Compressor Cable Sensor Cable Tube to Pump Tube to Boiler Tube to Compressor Tube to Nozzle top Internal Tube For Compress

Part # 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46

Quantity 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1

Material

Process

Finish

Pantone Color

ABS ABS ABS ABS ABS ABS ABS ABS Acrylic ABS Metal/Rubber/Plastic ABS/Metal Plastic/Copper Plastic/Copper Copper ABS ABS Aluminium Steel Aluminium Plastic Aluminium Steel ABS Plastic ABS/Copper Metal/Plasitc Metal/Plasitc Metal/Plasitc Metal/Plasitc Metal/Plastic ABS ABS ABS/Metal Plastic/Copper Plastic/Copper Plastic/Copper Plastic/Copper Plastic/Copper Plastic/Copper Plastic/Copper Copper Copper Copper Copper Copper

Injection Molding Injection Molding Injection Molding Injection Molding Injection Molding Injection Molding Injection Molding Injection Molding Injection Molding Injection Molding Die Cast, Injection Molding, and Assembly Injection Molding, Die Cast, Stamping, And Assembly Extrusion Extrusion Melting, Casting, Extruding Injection Molding Injection Molding Die Cast Die Cast Die Cast Injection Molding Die Cast Die Cast Injection Molding Injection Molding Die Cast, Injection Molding, and Assembly Die Cast, Injection Molding, and Assembly Die Cast, Injection Molding, and Assembly Die Cast, Injection Molding, and Assembly Die Cast, Injection Molding, and Assembly Die Cast, Injection Molding, and Assembly Injection Molding Injection Molding Die Cast, Injection Molding, and Assembly Extrusion Extrusion Extrusion Extrusion Extrusion Extrusion Extrusion Melting, Casting, Extruding Melting, Casting, Extruding Melting, Casting, Extruding Melting, Casting, Extruding Melting, Casting, Extruding

matte Gloss Gloss Gloss Gloss Gloss Gloss Gloss Gloss Gloss Gloss matte matte matte Gloss Gloss matte Gloss matte matte Gloss Gloss Gloss Gloss Gloss matte matte matte matte matte Gloss matte matte matte matte matte Gloss Gloss Gloss Gloss Gloss Gloss Gloss Gloss Gloss Gloss

PMS Black 2-2x PMS CG-1 PMS CG-1 PMS CG-1 PMS CG-1 PMS CG-1 PMS CG-2 PMS CG-2 PMS CG-2/Transparent PMS Black 2-2x PMS CG-2 PMS Black 2-2x PMS CG-3 PMS CG-3 PMS-1385 PMS CG-1 PMS Black 2-2x PMS CG-2 PMS Black 2-2x PMS CG-2 PMS 161 PMS CG-2 PMS Black 2-2x PMS CG-1 PMS CG-2/Semi-Transparent PMS Black 2-2x PMS Black 2-2x PMS Black 2-2x PMS Black 2-2x PMS Black 2-2x PMS 626 PMS CG-8 PMS CG-8 PMS Black 2-2x PMS CG-3 PMS CG-3 PMS 200 PMS 109 PMS 2728 PMS 376 PMS 520 PMS-1385 PMS-1385 PMS-1385 PMS-1385 PMS-1385

Š 2015 David Johnson Design

APPLICATION Explore Recipes

Customized Profile

Experience new flavors with constantly updated recipes

Drink the way you want!

Single Button Start

Instantly start your mornings off right with a single tap of the finger

Quick Tap Nutrition

Nutritional facts for the health conscious individual

Temperature Control

You are always in control of how hot you want your espresso

System Controls

Learn when your Evolve System needs to be updated and when it needs maintenance

Š 2015 David Johnson Design

Š 2015 David Johnson Design

BRAND ADVENTURE

A BRAND NEW MARKETING CHANNEL Business Plan Prototype

Examine the different and diverse business paradigms that dominate the service sectors. Apply these principles and practices, with an understanding of the importance of developing appropriate strategies that lead to an innovative and successful business. Develop a business plan using Service Design methods and methodologies.

Three Person Team Project Spring 2015 7 Weeks

Š 2015 David Johnson Design

EXECUTIVE SUMMARY Brand Adventure was incorporated under the laws of the State of Austin, Texas on May 25, 2015 with headquarters located in Austin, Texas. The company was formed for two interconnecting purposes: the creation of a new relationship marketing channel that provides companies with contextual data to aid in understanding prospective customers to allow for growth and to create a platform that curates brand adventure through connecting and memorable travel related content.

Imagine willing users being associated with your brand and then blogging and talking about their adventures giving your company free adventising, which could quite possibly amount up to 5000+ connections per blog! This channel helps you get your brand name out and it gets people talking, while you can rest assured your brand is being targeted to the optimal target market.

The company was founded by David Johnson, Angela Low, and Lillian Lo each having their strong expertise. Along with the founders expertise, lawyers, a software engineer, and a web developer are part of the daily operating team to run the company.

BrandAdventure is developing a contextual data analytic software that is scheduled for completion in late July 2015. This analytics program takes in parameters that each company and user must provide when signing up and matchmakes users with the companies based upon percentile matches. A match of 70% or higher qualifies as a match made. This data is then compiled and made available as a form of contextual research data that gives the company a clearer understanding of potential customer segments. Upon matching, users become associated with that brand, receiving an advertising product to wear or use on their adventures.

Project 0, an initial introductory phase created to validate our market, will run for five months, collecting user and customer counts.

Marketing channels are being targeted initially to the global nomad traveler, with an eye on adventure, as the user, with small and medium enterprises, seeking a cheap and efficient advertising stream, serving as the customer.

BrandAdventure aims to directly contact initial adventure goers through their own personal blogging channels, creating a personalized connection. This connection is vital in creating a loyal following for Brand Adventure and ensuring that all contract terms are followed precisely. These blogs, subsequently, become a part of the Brand Adventure system, allowing for tracking of information, such as advertising views (impressions), as well as, allowing for nonbloggers to easily connect with, and join in the BrandAdventure ecosystem.

The company has scheduled the public launch of marketing channels for October 2015, following the completion of the market validation project, and will be aggressively promoting the channel for adventure goers from that day onward.

SERVICE WIREFRAME Advertising

Advertising Product

Company A

Contextual Data

Advertising Product

Service

Advertising $$$

Website • • • •

Social Media Reviews Global Maps Profile

Informs Destination Matchmake Company to User

Sign Up

User

Travel = Advertising

Travel Methods

Country A

Experiences

Tourist Attractions

Write Reviews

© 2015 David Johnson Design

BUSINESS DESCRIPTION SERVICE CONCEPT

Our concept is to combine traveling with advertising. We aim to provide a platform for our global nomad users to connect with small and medium enterprises (SMEs) as a new relationship marketing channel combined with big data contextual analytics.

AUGMENTED SERVICE PACKAGE Service Provider

User Functional

Technical

Features and Benefits Core

Provide a platform for SMEs to showcase their products in an engaging and efficient way

Enabling Services

Enhancing Services • UX Design

Analytics software

MISSION STATEMENT

We act as an information promotion channel for other companies, along with our unique differentiating service of aligning brand marketing with traveler’s needs

VISION

Connection through unique advertising experiences

OBJECTIVE

Provide a win-win and profitable strategy for both brands and customers alike.

Delight our users by producing highly relevant content and sending them off to travel experiences with selected product goods.

Accessibility of the Service • UX (Website)

The Augmented Service Package visually displays the core, enabling services, enhancing services, and the features and benefits of the service offering, aiding in establishing a basic understanding of the BrandAdventure service.

Interaction • With representatives via phone • Website Customer Participation • Website uploads along with travel experiences • Enjoying company product

VALUES

To User: • Personalized brand adventure • Social connection and interaction with like minded global nomads through a website of inspirational, travel-related content • Free advertising products • Aid in curating their own adventures To Customer (Company) • New relationship marketing and advertising channel • Contextual data based upon Brand Adventure’s matchmaking algorithm

BUSINESS MODEL BUSINESS MODEL CANVAS

The Business Model Canvas is a representative tool of the business model. It is designed as an editable tool to cover all important aspects of the business.

The model below is version three of three and shows the final offerings of Brand Adventure Designed for: Brand Adventure Designed by: David, Lillian, Angela Date: April 29, 2015 Version: 3

Key Partners Social Media Key Suppliers Small and Medium Enterprises

Key Activities Matchmaking brand to users Nurture an user friendly website experience Website Maintenance Upkeeping social media environment Analytics to match user with company’s brand

Key Resources Website Network Algorithm

Value Propositions Create a platform that curates brand adventure through connecting and memorable travel related content.

USER

COMPANY

Customer Relationships

Customer Segments

Monthly Update Statements Create community Performance Based Incentives Customer feedback tools

New relationship marketing channel that provides companies with contextual data to aid in understanding prospective customers to allow for growth

GLOBAL NOMAD • Private • Social Influencers

Personal Relationships

Channels

SMALL AND MEDIUM ENTERPRISES

• Social Media • Our Website • Print Media • Word of Mouth • Start-up convention • Known networks • Website Portal

Cost Structure Marketing In-house Team (Salaries)

Revenue Streams Product Distribution (Logistics) Office

ADVERTISEMENT • Website • Travel Location

Physical Technology Website Upkeep

CONTEXTUAL DATA

UPDATES

© 2015 David Johnson Design

COMPETITIVE LANDSCAPE INDUSTRY BACKGROUND

The Industry Trend Analysis that was focused on the Traveling and Advertising market segments. Both markets are highly fragmented with potential for unique opportunities such as the connective model that Brand Adventure introduces. The PEST model analysis was used to research the Political, Economic, Social and Technological macroenvironmental factors surrounding both the travelling and advertising industries. Tourism and Advertising key points are highlighted below.

Political Economic

Social

Technology

9.5% of global economy ($7 trillion)

Shared Travel Experience

Design Centered Experiences

266 million people employed

Social Currency - People use social media status’ as a means of value

Reservation confirmation via text message

Tourism

Intercountry Travel Regulation

Creative Methods to save money Sharing economy and value on experience Travelers out of China to take over global market by 2030 2015, UNWTO forecast internation tourism to grow 3%~4% further contribution to global economic recovery By region, growth is expected to be stronger in Asian & Pacific (+5%) and America (+7%)

US millennial travelers 53% regularly or occasionally participate in athletic competition on vacation 80% travel decision were influenced by reviews 57% take and post pictures on social media hourly or daily while on vacation 51% comments and updates hourly or daily 52% of traveler use social media to find vacation inspiration

Wearable as a new platform Weather navigation app Passport control kiosk at airport Home automation take worry away Real time language translation Mobile app that simplifies travel Transit Assistants like Uber and Hail-o

29% use FB for travel planning Pressure from Travel Association to focus on local tourism

Advertisement FTC (Federal Trade Commission) focus on children, mobile advertising, data security, and privacy

Value Me - individual knowledge of their advertising value

Behavioral Data Advertising Now Network Native Advertising targeting millennials

Viewable impressions advertising Mobile video consumption

COMPETITIVE ANALYSIS

The competitive analysis was performed using the Five Forces Model. This model focuses on the factors in the market that could be a threat to the offered Brand Adventure Service. This model revealed two interesting points, the threat of substitute products or services remains highly relevant and that potential buyers want proof of validation. These insights were then taken into into consideration when creating the business model framework.

Threat of New Entrants

Power of Suppliers Agreement Terms Pre- and Post- Website Interactions

Intensity of the competition Travelerspoint.com stay.com Jauntaroo

Power of Buyers Proof of Validation Switching Costs

Larger Incentive for specific users Switching Costs

Threat of substitute products or services Advertising Services • TAG.com • Affinity.com Gapyear.com Internation.com Couchsurfing.com Airbnb.com Virtualtourist.com Wayn.com

TripIt.com TravelAdvisor.com Hipmonk.com Oyster.com Social Media Planning Volunteering Travel Funding and curating their own experience

MARKET ANALYSIS

The market is full of similar services that offer the user an easier means of travel. Brand Adventure aims to take advantage of this static environment to introduce a new service that aims to disrupt this sameness. © 2015 David Johnson Design

MARKETING PLAN MARKET SEGMENTATION

The primary customer that Brand Adventure aims to target are small and medium enterprises that lack the large funds for massive advertising and want an alternative.

Brand Adventure aims to target the individual interested in travel as the primary user. This is further divided into the global nomad, an individual living an international lifestyle.

PERSONA

Used to understand the end user, the persona helps to create a visual understanding of who the global nomad is.

James

Reason for Travel: “I have being working for most of my life, I want to see what the world really looks like”

Emma

Why Brand Adventure: “As an analytically driven person I’m always one to critique an opportunity for cost-benefits. I find that the opportunity and gain that Brand Adventure offers me is a definitly worth signing up for the service.”

Age: 55 Occupation: Retired Financial Analyst Place of Travel: ShangHai (Luxury Traveler)

Reason for Travel: “After trying to work in an office for a year, I realized I cannot settle down, there’s still too much out there for me to explore.”

Why Brand Adventure: “I want to share my love of traveling with as many people as possible.

Brand Adventure gives me the opportunity to build my following in an innovative new way.”

Age: 30 Occupation: Travel Blogger/Journalist Place of Travel: Cambodia (Mid Budget)

BUSINESS PROFILE

Used to understand the Brand Adventure customer, the small and medium enterprise, the business profile gives a brief overview of an example business.

EXOFFICIO

Company Name: EXOFFICIO Founded: 1986, Seattle, WA Size: Five flagship retail stores Founding Idea: Discovered a need for technical apparel that performs as gear. Engineered a shirt with the functionality of a fly-fishing vest, builtin ventilation, and the construction of a dress shirt.

“ExOfficio believes that the magic of travel, whether you seek different cultures, epic scenery, or the thrill of the unknown, is a chance to create perspective and vitality by opening your mind to the wonders of the world.”

“Since 1987, we have celebrated the traveler by crafting garments that allow you to experience the world unhindered.”

POSITIONING

To end users BrandAdventure positions itself as a way to nurture travel experiences with fellow global nomads and curate those experiences, eventually transforming their digital information into a tangible object of value via advertising.

To small and medium enterprises, BrandAdventure positions itself as an alternative advertising method, while also serving as matchmaker between company and potential customer segment.

PRODUCT

As written in our executive summary, our company is developing a contextual data analytics software in which we are scheduled for completion in late July 2015. This analytics program takes in parameters that each company and user must provide when signing up and matchmakes users with the companies based upon percentile matches.

A match of 70% or higher qualifies as a match made. This data is then compiled in a clean and frendly UX design, accessible via the SMEs unique dashboard, and made available as a form of contextual research data that gives the company a clearer understanding of potential customer segments. Email notifications will be given along with dashboard notifications.

Company Matchmaking Parameter Data • Products • Ideal user profiles • Demographics • Environments

User Matchmaking Parameter Data

• Demographic Information • Preferred method of travel • Fitness Level • Preferred destination • How they like to travel • Interests • Type of traveler • Number of children

Algorithm Percentile Match >70% match has value

User Matches 0 - 500 501- 2000 2000 - 5000 5000 - 10000 10000+

Payment $250 $750 $1500 $3000 $5000

© 2015 David Johnson Design

MARKETING PLAN PRICING

The pricing for global nomad users is mitigated by their agreement to share their experiences (and thus advertising) with the BrandAdventure community and their respective social media outlets, while providing thorough reviews of travel destinations and experiences.

Pricing for BrandAdventure’s services (for companies) as a new relationship marketing channel varies upon the number of impressions for that brand. Impression (advertising) prices are set to start at $500 and increase by $500 every six months due to inceases in user numbers. Analytics pricing depends upon user matches, thus the more matches, the more usable contextual information and an increase in pricing.

DISTRIBUTION (PLACE)

The BrandAdventure service is targeted towards global nomads and small and medium enterprises. Distribution of services to both depends upon access to the BrandAdventure website. Users sign up and contribute to their respective website areas while partnering companies sign up and have access to the service through the company portal.

ADVERTISING AND PROMOTION

Advertising and promotion encompasses different phases to capture the interest and attraction towards the BrandAdventure service. Avenues include public relations, Web and print advertising, marketing to potential partners, and spreading of brand image.

Phase I is the introductory offer to the potential user and our partnered companies. We attract customers with various marketing and promotion campaigns through print and Web advertising, aiming to attract the global nomad persona and small and medium enterprises looking for new marketing channels. Web services which offer targeted advertising such as Facebook Ads offer the ability to pinpoint the market segment which best serves BrandAdventure. The use of public relations and start-up conventions garner a connection with companies looking to use BrandAdventure’s service.

Phase II begins subsequently with phase I. Phase I’s objective is initial communication and acquisition customers and partners. Phase II involves the continued growth of the customer base and maintenance of customer loyalty. The customer base will have shown enough growth that word of mouth and sharing to existing social media networks provides an additional free mode of advertising. Partner companies numbers continue to grow based upon the success of phase I.

SALES OBJECTIVES YEARS 1-3

Money is focused on the B2B side of the system. Small/Medium enterprises enter a contractual agreement to provide payment for advertising, and to purchase contextual data obtained through BrandAdventure’s matchmaking system.

Sales will increase through the continued success of the BrandAdventure system.

Year One is about establishing the initial company and user base, establishing initial break even point, and creating profit. Years two and three cement the BrandAdventure concept with profit and increases in revenues. Growth is created through growing the user and company pool. Word of mouth brings in more actions for the system.

Pushing the service to other markets, outside of outdoor wearables, creates exponential growth.

MARKETING MIX YEARS 1-3

Year One revolves around establishing BrandAdventure as a valuable service for both companies and users.

The product offering, price, location, and promoting techniques will remain the same while BrandAdventure continues to establish a profitable system. Years two and three serves to solidify BrandAdventure in the market.

The marketing mix will adjust to match any growth potential. Research into branching out to foodies and purveyors of home goods yields the need to adjust the marketing mix in some fashion. The distribution location, price, and promotion techniques will remain the same. The system (product) will be consistent, however, the type of matchmaking offerings will differ depending upon which market BrandAdventure is targeting.

MARKETING MIX YEARS 1-3

Year One is set to establish and cultivate the initial user and company base. The system must be proven to have interest by users and can then be pitched to companies. Marketing research is allocated and starting users located.

Print and web advertising is utilized. Monetary resources are expended in this advertising. In addition, pitching the BrandAdventure service to companies requires conferences both abroad and local, requiring funds. Years two and Three signifies a period of time when the system has been established, however, continued growth is still needed.

Marketing through web and print advertising continues. A strong user and company base has been established by this point and word of mouth becomes an essential component of marketing. With the anticipated success of BrandAdventure new advertising and marketing avenues will be explored. This will include partnering with advertising companies and sources with major user followings to increase BrandAdventure’s customer base. © 2015 David Johnson Design

OPERATIONS PLAN SUPPLY CHAIN Search engine/ internet/ servers

Website/ Servers

Brand Adventure

Banks

Users

Call Service Channels

The primary supply chain is mainly reliant on internet servers and online banking payment schemes or systems to run. Moreover, BrandAdventure requires a strong telecommunication call channel and reliable servers for users to have a system built around efficiency.

RESOURCES PLAN

The Resources Plan begins with first year operations (years two and three available upon request). It details the day to day responsibilities of each team member, their budget and salary, as well as the strategic overview, as related to the action steps of the day to day procedures of Brand Adventure.

STRATEGIC OBJECTIVE

CONTRACT BASIS

ACTION STEPS

BUDGET

PROCEDURES

Project manager • Oversee Operations • Track projects • Employee contracts • Project/employee reviews

Permanent

Create and update a defined system of operations and employee contracts

$17,890* ($96,425)

• Develop project schedules, budgets, and workplans • Interact with all parties • Prepare and review proposals, contracts, and consultant agreements

Research Analyist • Understand algorithm system • Predict important parameter data • Interpret incoming data (user) • Interpret outgoing data (companies)

Permanent

Understand the travel industry to create user/ company matchmaking and relay information to necessary parties

$17,890 ($96,425)

• Define research agenda and plan • Collect, analyze, and interpret data relevant to travelling industry in relation to user needs and behavior • Define and develops processes to capture user and company parameter data • Develop low and mid-fi prototypes defining functionality and aesthetics of software • Communicate information to necessary parties throughout processesf

Software Engineer • Code Algorithm

Contract Only

Develop editable analytics software

$90,374

• • • •

Web Developer • Develop UX platform

Contract Only

Create core software webstie

$64,750

• Work with Project Manager to understand system and communicate with Analyst to understand collected data • Create and update user friendly online website that incorporates the necessary elements for users and companies alike

Marketing Executive • Streamline branding message

Permanent

Create marketing collateral and handle initial market validation

$17,890 ($60,928)

• • • • • • •

Code in C++, C#, .Net/VB.Net, Java, PHP Executes software testing Debugging major problems Communication with web developer and analyst

Research potential target bloggers/users Contact target users for contract negotiations Monitor promotion of matched parties Streamline public branding message Create stardardized communication emails Maintain contact with contacted parties Communicate with company progress

*Represents minimum salary to maintain standard of living.

© 2015 David Johnson Design

OPERATION PLAN BLUEPRINT

The Service Blueprint illustrates the delivery system from two perspectives, the user point of view and customer point of view (available upon request).

The channels of interaction from system to user and system to customer are face to face, print, web, mobile phone, and location or physical office, with web and phone being the primary point of contact. The backstage support processes and interactions provide an understanding of behind the scenes operations and jobs to be done.

USER POINT OF VIEW TANGIBLE/ PHYSCIAL EVIDENCE CUSTOMER ACTIONS

JOIN

AWARE Discover Service

Decides to join service

Waits for response

Decides to opt out of service

Line of Interaction

FRONT STAGE

Face to Face Print Web

Mobile Phone

Line of Visibility

BACK STAGE

Email Received

Begin registration process

Checks website Social Media

*Service recovery system

Calls In

On Location Staff

Emails potential customer

Customer Service

Call channels open

Computerized Metrics

Line of Internal Processes

SUPPORT PROCESSES

Proper marketing scheme

Opt into mailing system

Runs analytics to matchmake user with company

Customer data tracking system

Matchmaking analytics system accessed

Service Recovery Strategy

Match is found

USE Email message received

Sign up for service at website

User is given two choices; reseaches and selects one company

Signs contract on website

User waits for advertising product to be mailed

Advertising product sent to user

User enjoys product while on product associated trip

Explores Website

DEVELOP

LEAVE

User blogs about the trip on personal website linking with BrandAdventure’s website

User receives notification asking if they would like to partake on another BrandAdventure

Selects Company

Email Received

User receives email reminder

Calls In

Receives call from staff

Create content for users

Marketing footage collected

Email potential user

Call channels open

Sign up webpage service

UX Design Graphic Design Excellent content

Contract preparations placed online

Marketing collateral plan (video footage, pictures, etc.)

User review prompt system is activated

User retention strategy

Insurance plan placed online

Š 2015 David Johnson Design

MANAGEMENT TEAM ORGANIZATION

Lawyers

Project Manager

Marketing Executive

Software Engineer

Research Analyst

Web Developer

ORGANIZATIONAL STRUCTURE

The project manager oversees all operations in which the marketing executive, software engineer and research analyst reports to. The lawyer will be on contract basis, whereas the web developer will work closely with the marketing executive while also reporting to the project manager.

Project Manager David Jonhson

Research Analyst Angela Low

Marketing and Research Executive LIllian Lo

Software Engineer Mathew Chang

Web Developer Thomas R. Reid Jr.

EDUCATION

Savannah College of Art and Design

B.F.A. Industrial Design

Minor Service Design Illinois State University

Masters of Science in Project Management

Savannah College of Art and Design

B.F.A. Service Design

Savannah College of Art and Design

B.F.A. Industrial Design

Minor Service Design Shih Chen University

Masters of Business Administration

Carnegie Mellon University BS. Electrical and Computer Engineering Carnegie Mellon University Silicon Valley Campus M.S.in Software Engineering - Development Mgmt.

University of Austin - Texas B.S. Computer Science University of Austin - Texas M.S. Computer Science

WORK EXPERIENCE

Continuum Innovation

Kelton Global

Market Research Intern, NeedsTW

Sree Infotech

IBM

JOB DESCRIPTION

The main responsibility of the job is to create a project plan while managing the project risk, budget, schedule, and delivery. As well as the communication between the stakeholders and the project team.

Understanding of the industry in question to create user/ company matchmaking parameters. Effective communication of the information to various key system members.

Identify target audience preferences, behaviors, and responses to BrandAdventure offerings, while aiding in overall marketing presence.

Design, development, maintenance, testing, and evaluation of BrandAdventure software.

Responsible for designing, coding and modifying websites, from layout to function and according to a client’s specifications. Strive to create visually appealing site that feature user-friendly design and clear navigation.

• Effective design researcher in various fields including travel, and technology.

• Created various design briefs and presentation for clientele.

• Effeicnt at defining and executing research agendas and a research plans • Proficient in collecting, analysing data relevant to industry

• Consulting clients about project requirements and objectives • Designing research methods such as interviews and questionnaires • Carrying out qualitative or quantitative research • Analysing, translating and presenting results • Advising clients to best utilize results

• Highly adaptive troubleshooting skills • Efficient and effective translation of user needs into easy-to-understand software solutions • Rapid application development and management of technological issues • Proficient in Java, JavaScript, .Net, XML, etc.

• Driven professional with broad technical skill-set, very strong attention to detail, and over 10 years experience in front-end web development.

• Able to multitask and juggle multiple pressing projects simultaneously.

• Proficient In: HTML, CSS JavaScript, etc.

PROFESSIONAL • Developed project schedules, budgets, and PROFILE

work plans while interacting with clients and contractors, • Prepared and reviewed proposals, contracts, and consultant agreements • Write up contracts when agreements reached

© 2015 David Johnson Design

FINANCIAL PLAN FINANCING REQUIRMENTS

To support the Brand Adventure business model, an initial loan of $150,000 is needed before the company becomes self sufficient after an 18 month time period. This loan is taken from the Small Business Administration on a 4.5% interest rate.

BUSINESS PROSPECTS AND RETURN ON INVESTMENT Month

6 months YEAR 1 18 months YEAR 2 30 months YEAR 3 Year Totals

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36

Customers

2 8 18 32 50 72 98 128 162 200 242 288 338 392 450 512 578 648 722 800 882 968 1058 1152 1250 1352 1458 1568 1682 1800 1922 2048 2178 2312 2450 2592

Users

200 800 1800 3200 5000 7200 9800 12800 16200 20000 24200 28800 33800 39200 45000 51200 57800 64800 72200 80000 88200 96800 105800 115200 125000 135200 145800 156800 168200 180000 192200 204800 217800 231200 245000 259200

Impression fees (Increases $500 every 6 months)

40% Sign up for Algorithm 501-2000 matches ($750)

500

1000

1500

2000

2500

3000 36000 134000 641000 1951000 5210000 8891000 10976000

21600 86400 194400 259200 540000 432000 777600

Total

57,600.00 220400 835,400.00 2210200 5,750,000.00 9323000 11,753,600.00

Expenses 204427 144682 183775

Net Income after taxes Return on Investment 52,848.00 14655.2275 1.46552275 766,479.50 1895112.765 189.5112765 5,275,625.00 8385238.938 838.5238938 10295006.93

The Business Prospects spreadsheet shows projected revenue streams for years one, two, and three. This information is supplemented by the projected customer scenario growth equation [(x2)*2] with x being the “Month.” Users numbers are calculated by multiplying the “customer” numbers by 100.

As seen in column four “Impression fees” (see Marketing Plan: Product) the payment parameters for advertising incleases by $500 every six months, correlating with an increase in users. Column five gives a calculation of 40% Algorithm purchases at a base price of $750 (see Marketing Plan: Product).

Brand Adventure Revenue

Impression Fees Internal Impression Sales (Users)

Total Revenues

Expenses

Advertising/Marketing Employee benefits (health care, Furniture and equipment Insurance Maintenance and repairs Office supplies Rent Salaries and wages Utilities (overhead for business) Web hosting and domains Product Distribution Lawyer fees Other

Total Expenses

Income Statement

For the Years Ending [Mar 31, 2016,2017,2018]

Year 1

134,000 86400

Year 2

1,951,000 259,200

Year 3

8,891,000 432,000

220,400

2,210,200

9,323,000

10,000 10,734 2,500 9,072 1,000 1,000 10,000 143,472 3,000 96 13,553 3,200 818

10,000 10,734 9,000 9,072 1,000 1,000 10,000 65,910 3,000 240 31,226 3,200 818

10,000 10,734 2,500 9,072 1,000 1,000 10,000 65,910 3,000 300 70,259 3,200 818

[42]

[42]

204,427

151,182

183,775

15,973 1,318

2,059,018 169,869

9,139,225 753,986

Income from Continuing Operations

14,655

1,889,149

8,385,239

Net Income

14,655

1,889,149

8,385,239

Net Income Before Taxes Income tax expense (8.25%)

{42}

Income statement reflecting projected income for the years ending March 31, 2016, 2017, and 2018.

BREAKEVEN ANALYSIS

Since Brand Adventure works in a six month cycle the breakeven point will occur at the one year mark.

Revenue vs. Expenses

INCOME STATEMENT

Year 3 Year 2

Year 1 Units Sold © 2015 David Johnson Design

FINANCIAL PLAN CASHFLOW ANALYSIS

Cashflow analysis reflecting overall snapshot on cash outflows and cash inflows.

Brand Adventure

Cash Flow Statement HELP

For the Year Ending Cash at Beginning of Year

Operations

Cash receipts from customers Cash paid for Inventory purchases General operating and administrative expenses Wage expenses Interest Income taxes

Net Cash Flow from Operations

[42]

03/31//2017 207,763

220,400 0 64,973 (143,472) 4,755 (1,318)

145,338

Investing Activities

Cash receipts from Sale of property and equipment Collection of principal on loans Sale of investment securities Cash paid for Purchase of property and equipment Making loans to other entities Purchase of investment securities

0 0 0

Net Cash Flow from Investing Activities [42]

2,500 0 0

2,500

Financing Activities

Cash receipts from Issuance of stock(from investors) Borrowing(taking out a loan) Cash paid for Repurchase of stock (treasury stock) Repayment of loans Dividends

77,105 105,658 0 0 0

Net Cash Flow from Financing Activities

182,763

Net Increase in Cash

330,600 Cash at End of Year

538,363

BALANCE SHEET

Balance sheet reflecting assets, liabilities and owner’s equity for year 2016, 2017 and 2018.

Brand Adventure Assets

Current Assets

Cash and cash equivalents Accounts receivable Inventory Prepaid expenses Short-term investments Total current assets

Fixed (Long-Term) Assets

Balance Sheet 2016

2017

2018

220,400 0 0 0 0 220,400

1,889,149 0 0 0 0 1,889,149

8,385,239 0 0 0 8,385,239

Long-term investments Property, plant, and equipment (Less accumulated depreciation) Intangible assets (analytics and research) Total fixed assets

0 2,500

0 9,000

0 2,500

53,603 56,103

53,603 62,603

53,603 56,103

Deferred income tax (pay it after a while) Other Total Other Assets

0

0

0

276,503

1,951,752

8,441,342

0 0 1,318 0

0 0 169,869 0

0 0 753,986 0

1,318

169,869

753,986

Long-term debt Deferred income tax Other Total long-term liabilities

210,400

110,412

0

210,400

110,412

0

Owner's investment Retained earnings Other Total owner's equity

10,000 54,785

10,000 1,661,471

10,000 7,677,356

64,785

1,671,471

7,687,356

276,503

1,951,752

8,441,342

Other Assets

Total Assets

Liabilities and Owner's Equity

Current Liabilities

Accounts payable Short-term loans Income taxes payable Accrued salaries and wages Current portion of long-term debt Total current liabilities

Long-Term Liabilities

Owner's Equity

Total Liabilities and Owner's Equity

Š 2015 David Johnson Design

IMPLEMENTATION ROADMAP SENSITIVITY ANALYSIS

Sensitivity analysis conveys different scenarios that simulate situations that may affect the result of Brand Adventure’s cash flows. Scenarios include losing half of the expectect users or customers as well as the different payment methods, the outcome of which results in a decrease of cash flow. Other examples include doubling the user and customer growth equations resulting in an increase in revenue.

YEAR 3 AFTER TAX NET INCOME SCENARIOS Growth equation + Increasing $500 Impression fees + 40% sign up for algorithm 501-2000 matches

$21,078,934.93

2* Growth equation (twice customers and business) + Increasing $500 Impression fees + 40% sign up for algorithm 501-2000 matches

$10,295,006.93

Growth equation + $500 Impression fees + 40% sign up for algorithm 501-2000 matches

$9,581,558.93

Growth equation + $500 Impression fees + 0% sign up for algorithm 501-2000 matches

$4,903,042.93

Growth equation + Increasing $500 Impression fees + 0% sign up for algorithm 501-2000 matches

$2,243,944.43

1/2 * Growth equation (half customers and business) + Increasing $500 Impression fees + 40% sign up for algorithm 501-2000 matches

$1,530,496.43

MILESTONES

The first five month time period of Brand Adventure, entitled Phase 0, is meant to be an introductory period created to validate our market, collecting user and customer counts. By month six, the first phase will begin with a collection of first sales. By month eight, partnership with 100 companies is projected. The one year mark signifies the second payment slot and the breakeven point.

Phase 0 Begins

Events Time

(months)

1

Phase 0 Ends

Phase 1 Begins First Sales

6

100 Companies Partnered

Breakeven

12

Š 2015 David Johnson Design

Š 2015 David Johnson Design

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