Issuu on Google+

BUSINESS DESIGN PORTFOLIO JORDAN BUCKNER


[Jordan Buckner]

jbuckne2@illinois.edu 773.991.6189

RESPONSIBILITY TAGS KEY EXPERIENCES DESIGN THINKING BUSINESS ENTREPRENEURSHIP MARKET RESEARCH PROTOTYPING PROJECT MANAGEMENT CLIENT DEVELOPMENT MARKETING PRODUCT DEVELOPMENT ORGANIZATIONAL BEHAVIOR BRAND DEVELOPMENT

BIO: I enjoy creating innovative products and businesses that combine design thinking with business rigor. I strive to create holistic, human centered solutions that improve how we interact with the world. All graphics are original content except where otherwise noted

RESEARCH MARKETING BRAND DEVELOPMENT PROTOTYPING PROJECT MANAGER CLIENT DEVELOPMENT


TABLE OF CONTENTS Folding Farm RESEARCH

PROTOTYPING

1-10 CLIENT DEVELOPMENT

SANJUSTIN’S KITCHEN

PROJECT MANAGER

Market Research

SanJustin’s Kitchen RESEARCH

BRAND DEVELOPMENT

11-16 MARKETING

1,325

Businesses in Target Market

8,600 5,976

PROJECT MANAGER

14,576 Total Employees

Washing Pavilion PROJECT MANAGER

59%

14,576 x 59% =

PROTOTYPING

17-24 CLIENT DEVELOPMENT

Based on an esttimation of 11 customers per location

59% of Employees Eat at Work in the US Based on a survery conducted by Right Management

$77,400 Daily Amount Potential Customers Spend on Lunch

8,600

Potential Customers Based on average of $9 per meal for 8,600 people


[Folding Farm] Project Leader, Spring 2012 RESEARCH

1

PROTOTYPING

CLIENT DEVELOPMENT

PROJECT MANAGER

The Folding Farm is a mobile, deployable farm stand designed to transport and sell vegetables from field to market. Commissioned by the University of Illinois Student Sustainable Farm, this design integrated intelligent design thinking and execution to create a commercially viable product. Our five-person team worked through a process of ideation, design, testing, revision, and prototyping. The final result was a bicycle-pulled cart with deployable canopy and display units that combined efficiency and usability to create a functional, beautiful design. LESSONS LEARNED The multitude of stakeholders for this project created a complex system of requirements for receiving funding and resources. I realized that in order to gain their support I had to elicit and address the underlying motivations behind each stakeholder’s intentions, and present the project differently to each.


2


1,500

Miles Food Products Typically Travel From Farm To Plate

50%

Of Food is Lost in Transport Due to Spoilage

80%

Same Distance Between Las Vegas and Chicago!

This is leading to an increase in urban farms selling produce directly to consumers at farmers markets

Of US Population Now Lives in Cities

3 Sources: Selected Practices: 2007. In 2007 Census of Agriculture - State Data. p. 606. (2009) U.S. Department of Agriculture, National Agricultural Statistics Service.

|

Urban Agriculture and Comm


12,549

Community Supported Agricultural Farms Sell Produce at

[Folding Farm]

The increase in urban agriculture farms necessitates new sustainable transportation methods to navigate the urban environment, reducing costs and carbon footprint.

5,541+ Farmers Markets in the US

munity Food Security in the United States <http://foodsecurity.org/PrimerCFSCUAC.pdf>

4 |

2009 Survey of Community Supported Agriculture Producers <http://www.uky.edu/Ag/NewCrops/csareport.pdf>


Folding Farm Component Costs

Folding Farm Component Cost Percentage

Teardrop Canopy

Artist $100.00

Hardware $50.00 Steel Rod $2.18 Nylon Strap $3.60

BODY

UV Resistant Paint $19.96 Polyester Fabric $47.94

81%

Shock-Corded Fiberglass Rod $30.00 Seamstress Labor $36.00

Vegetable Display

Wood Sheets $100.00

Threaded Rod $12.00 Labor $140.00

Laser Cuting $80.00

Structural Body

Steel Members $1000.00

Powder Coating $600.00

Axel $40.00 Bike $100.00 Hardware $100.00

5

Tires $100.00 Y-Frame $300.00

Ball Bearing Collars $119.80 Labor $200.00

CAN

10%

9%

OPY

Y DISPLA


Folding Farm Manufacturing Cost

Folding Farm Pricing Structure

$7,000

Retail Price to Farmers

Teardrop Canopy

$289

Vegetable Display

$331

Structural Body

$2,560

Total Folding Farm

$3,180 0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

$4,820 69%

$3,500

Gross Profit per unit Based on a survey of 8 Farmers from the Champaign-Urbana Farmers Markets

6


[Process Design]

7


cart 1 This drawing was created by another team member

8


9


[SanJustinâ&#x20AC;&#x2122;s Kitchen] Co-founder, 2009-2012 RESEARCH

11

BRAND DEVELOPMENT

MARKETING

PROJECT MANAGER

SanJustinâ&#x20AC;&#x2122;s Kitchen is a collection of innovative culinary businesses designed to capitalize on various market sectors in the food service industry. Under our three brands we sell high quality lunches, desserts, and raw vegetable meals. Each enterprise takes a unique approach to the consumption and delivery of food, but all share the life-enriching mission and message of a holistic healthy lifestyle. While the business theory I learned created a strong basis for the company, my design background taught me to think outside the box, from which I developed innovative distribution approaches tested in real markets. LESSONS LEARNED A few months into starting the business, we realized that our initial business strategy of delivering to customers on a call based system proved costly and inefficient. We decided to re-analyze our business model and wrote out our existing methods to get a snap shot of the company. From this we brainstormed and experimented with different business models, adjusting our cost structure, partnerships, channels, and other criteria. From every year on we continuously changed our business model to remain innovative even while still successful.


Heart2Heart Desserts

12


SANJUSTINâ&#x20AC;&#x2122;S KITCHEN Market Research

1,325

Businesses in Target Market

59%

14,576 x 59% =

8,600 5,976

14,576 Total Employees 13 Based on an esttimation of 11 customers per location

59% of Employees Eat at Work in the US Based on a survery conducted by Right Management

$77,400

Daily Amount Potential Customer Spend on Lunch

8,600

Potential Customers

Based on average of $9 per meal for 8,600 pe


N 71th 75th 79th

0

83th

eople

Jeffrey

Cottage Grove

Stony Island

87th

rs

â&#x20AC;&#x201C;Delivery locations are concentrated around two main intersections â&#x20AC;&#x201C;Driver can make all deliveries in one run

Chicago, IL

Target Market

Delivery Locations

14


Number of Business Partners

Business Marketing

50

100 80

Business Trends

60

Current Customers

40

548

Comprised of Three Brand

20 0

2008

2010

2012

Delivery Structure SanJustinâ&#x20AC;&#x2122;s

15

2014 Daily Deliveries

Bank

Barbershop

Special Deliveries

Studio

548 Current Customers 500 Additional Over Two Years 8,600 Potential Customers Customers

OfďŹ ce

Business


Business Model What Value Can SanJustin’s Kitchen Add to the Market?

ds

ELIMINATE REDUCE CREATE UNCHANGE ELIMINATE - WHICH FACTORS

SHOULD BE ELIMINATED THAT THE INDUSTRY HAS LONG COMPETED?

Key Partners

Key Activities

FORM DAILY DELIVERY SCHEDULE WITH BUSINESSES

DELIVER DIRECTLY TO CUSTOMER

Key Resources

Value Proposition

SHOULD BE REDUCED WELL BELOW THE INDUSTRY STANDARD?

RELIABILITY

Customer Segments

DEPENDABILITY DELIVERY ON CALL SCHEDULED DELIVERY HIGH QUALITY FOOD

REDUCE - WHICH FACTORS

Customer Relationships

PERSONAL SELLING

Channels DELIVERY FROM RESTAURANT

PERSONAL RELATIONSHIP CONVIENCE IN ORDERING RESTAURANT VARIETY

DEDICATED DELIVERY FACILITY

CREATE - WHICH FACTORS SHOULD BE CREATED THAT THE INDUSTRY HAS NEVER OFFERED?

Costs Structure UNCHANGE - WHICH FACTORS SHOULD REMAIN THE SAME IN THE INDUSTRY?

MADE TO ORDER ITEMS PRE-PREPARED ITEMS

Revenue Stream

DELIVERY FEE AND TIP

FULL SELECTION PROVIDES POINT OF PURCHASE OPPORTUNITY

x10 Adapted From Blue Ocean Strategy

Adapted From Business Model Canvas

16


[Washing Pavilion] Assistant Project Manager, April - August 2012 PROJECT MANAGER

17

PROTOTYPING

CLIENT DEVELOPMENT

Design-Build of a 1,250 sqft washing, packing, and educational classroom building on an existing farm in Urbana, Illinois. Our team of 5 students along with a professor worked through project management, design, and construction to plan and build this structure. The design utilizes sustainable building techniques to maintain a minimal impact on the environment and produces <5% construction waste. The program of the structure is for the washing and packing of vegetables grown on the farm in preparation for delivery. In addition, the space will accommodate an Agri-Fiber Paper laboratory for the production of recycled papers and packaging from leftover crop waste. LESSONS LEARNED Every day brought a new problem from fundraising and construction issues to the client adjusting requirements. I had to constantly collect information to make quick decisions regarding the scope, schedule, and budget. I learned to be flexible, trust my team and delegate tasks while not getting lost in the details. This allowed me to make sure our services created additional value and the project exceeded the clientâ&#x20AC;&#x2122;s expectations.


18


Section III Complete

[Schedule]

ĐƟǀŝƚLJ

/ŶƐƚĂůůĂƟŽŶ Cladding Tables

WWF &ŽƌŵǁŽƌŬ

Section II Complete

/ŶƐƚĂůůĂƟŽŶ

/ŶƐƚĂůůĂƟŽŶ

Cladding Tables

Section I Complete

Cladding

/ŶƐƚĂůůĂƟŽŶ Tables

/ŶƐƚĂůůĂƟŽŶ

WWF &ŽƌŵǁŽƌŬ

Cladding Tables

/ŶƐƚĂůůĂƟŽŶ

/ŶƐƚĂůůĂƟŽŶ

WWF &ŽƌŵǁŽƌŬ

Tables

/ŶƐƚĂůůĂƟŽŶ Cladding

19

ĐƟǀŝƚLJ

/ŶƐƚĂůůĂƟŽŶ Tables

/ŶƐƚĂůůĂƟŽŶ Cladding

Section I Complete

WWF &ŽƌŵǁŽƌŬ


[Budget] sity of Illinois G r e ra iv n Un 94%

Labor Cost

t

67%

FUNDING SOURCES

$1,500 0

e ri

6%

lu x S p o n s Section II Complete

Am

$22,823

COST BREAKDOWN

h ors

ip

M at $24,323

$5,000 $10,000 $15,000 $20,000 $25,000

$7,917 0

33%

e ri a l C o s

t

$16,406

$24,323

$5,000 $10,000 $15,000 $20,000 $25,000

20


21


22


23


24 This drawing is a team collaboration


25


26


[Jordan Buckner]

jbucke2@illinois.edu 773.991.6189


Business Design Portfolio