Michelle Haryono - Assignment 3

SWINBURNE UNIVERSITY OF TECHNOLOGY

Bachelor of Interior Architecture

Michelle Haryono 103141407

DIA30003 Interior Architecture Entrepreneurship and Professional Development

Assignment 3, Business Report

Semester 1, 2023

Tutor: Kevin Shen

All rights reserved

No part of this publication may be reproduced or transmitted in any form or by means, electronic or mechanical, including photography, recording or any other information storage and retrieval system, without prior permission in writing from Swinburne University of Technology.

Declaration of Originality and Copyright

Unless specifically, correctly and accurately referenced indicated above, the publication and all other material in this publication is the original creation of the designer submitting this assignment as part of their coursework for DDD30013 Publication Design. While every effort has been made to ensure the accuracy, the publisher does not under any circumstance accept any responsibility for error or omission.

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TABLE OF CONTENTS_

Designer profile

Given context

20 years from now (speculating the future)

Trend forecasting (speculating the near future)

- Idea Den

- Cultural Brailing

- Opportunity Cartogram

- Trend Thesis

Existing Competitors (case analysis)

- Competitors brief overview

- Value Proposition Analysis

- Competiton Analysis

- Strategy Implications

20 years from now (visioning practice)

- Core Value

- Core Purpose

- Vision

20 years from now (positioning practice)

SWOT Analysis

Proposed business development

- Target Client

- Value Proposition Canvas

- Business Model Canvas

- Business Deisrability

- Business Feasibility

- Business Viability

- Business

I’m Michelle Haryono, you can call me chelle in short! I’m a 3rd year Interior design student in Swinburne University who is passionate about the creative industry.

I have experience as a graphic designer, web designer, and a social media manager. I’m also interested in digital and strategic business marketing as we’re getting closer to the digital world now.

I have been using rhino, revit, photoshops, illustrator, and other adobe apps for my past projects, and I’m looking forward to broaden my knowledge in other software to help me create a better design in the future.

DESIGNER PROFILE GIVEN CONTEXT

Metaverse has been a popular topic that has run around for a long time. In metaverse, people can create avatar that can digitally meet with each other at anytime they like and at anywhere they might be in the world. It is a virtual world where people can resemble their real personality, their real hobby, or even can fix the things they don’t like in real life!

As we are now evolving to that state, I am building a business that can be sustainable in the future. Focusing on designing for F&B place, I aspire to make a design firm that works together closely with AI and technology instead of competing with it.

Post-pandemic condition: combination of on site and digital meeting, more environmentally conscious, and the incorporation of machine in daily work

Design Services:

- Multi-sensory interactive dining in terms of food, interior design, and atmosphere

- Adjustable table height, sitting place, lighting, and thermal conditions around customers

- Plant-based menu and farm-to-table dining to lower carbon footprint

- Machines and robots support to do customer service, cleaning, and other daily task

Metaverse aim to have over one billion users by this year (1/4 from the social media user in 2023). Meaning people and soc-med will slowly transform to the metaverse world.

Design Services:

- Multi sensory experience includes the feel of origin history of the restaurants, culture, and create ambiance during a specific timeline

- Micro environment automatically responds to people’s needs by storing their preference in the cloud system and distribute it among hospitality industry

- Artificial meat/ 3d printed meat to be an alternative for mass consumption and climate

- plants and interior greeneries is a food garnish that customers can get anytime they want

- Robots can detect customer’s moods and respond to it by having an appropriate interaction/ comfort/ chat with customer

Metaverse take over social media and digital appearance in the metaverse is more important than a physical one in the real world

Design Services:

- virtual dining experience in metaverse through VR

- micro and even macro environments are adjustable on their own virtual display

- real time 3d render of the food can be seen when customers about to order the food

- physical restaurants will have a version in the metaverse where people can access

- metaverse will be the main platform for marketing and business

- In real life: tables, chairs, walls, cutleries are all AI-powered robots that can respond to our needs

Everything is run by system and design has full flexibility since there’s almost no limitation in the metaverse world

Design Services:

- Flexible and customizable experience in each restaurant. Customers can determine how they want their experience to be to a certain extent

- Restaurants can be floating on the water, in the sky, underground, inside a tree, etc, to enhance user experience

- Taste and aroma of the food can be felt through a device that stored universal information of every restaurant in the metaverse (like a speaker that shares taste and aroma)

- Digital appearance in the metaverse will be the main business for the restaurant

- Restaurants have Brand Ambassador that interact with its customers and even accompany customers to dine in the restaurant

- Physical restaurant is filled with AI tech that can understand human’s needs, emotions and it can run without human control

DESIGN IN THE METAVERSE

7 SENSES DIGITAL DESIGN CAN BE FELT PHYSICALLY

FULLY ADJUSTABLE CUSTOMER EXPERIENCE

AVATARS AND DIGITAL SPACES

FIG

IDEA DEN

OPPORTUNITY CARTOGRAM

IDEA DEN

immersive-experience restaurant that would require interior architects to look into how and texture can play a part along with taste.

idea is the fact that people are looking for more unique services that can go beyond from the experience-based dining trend that has caught up with many restaurants in

Based on the trends and their possible causes, here are the possible opportunities for interior architects within the F&B industry Opportunity 2

IDEA DEN

Plant-based diets will be essential to the planet's future, report says

Plant-based diets will be essential to the planet's future, report says

Multi-sensory, immersive-experience restaurant that would require interior architects to look into how lighting, sound, vr and texture can play a part along with taste.

says

The driver of this idea is the fact that people are looking for more unique services that can go beyond the taste.

IDEA DEN

people who desire to go beyond basic includes high-end individuals, businessmen, seekers, etc.

that are visual-focus, that claim to be

Adjusting Chopsticks

food taste saltier

3D printed meat

3D

This idea stems from the experience-based dining trend that has caught up with many restaurants in the world.

Target Market

The target market is people who desire to go beyond basic means, which includes high-end individuals, businessmen, tourists, image seekers, etc.

Plant-based diets will be essential to the planet's future, report says

Plant-based diets will be essential to the planet's future, report says

OPPORTUNITY CARTOGRAM

They prefer products that are visual-focus, that claim to be unique and new.

Applications Of Virtual Reality For Restaurant Brands

Based on the trends and their possible causes, here are the possible opportunities for interior architects within the F&B industry

ppo

Multi- experience restaurant that would require interior architects to lighting, sound, and texture can play a part along with taste.

The driver of this idea is the fact that people are looking for more unique services that can go beyond the taste.

This idea stems from the experience-based dining trend that has caught up with many restaurants in the world.

DOMINOS DOM - Automated delivery

arget Market

LG Robot-run restaurant reality teach you to eat better?

Idea Den

Farm-to-table restaurant with sustainable deisgn materials

Applications Of Virtual Reality For Restaurant Brands

Taste-Adjusting Chopsticks makes food

Restaurants

Can

Farm-to-table

IKEA Digital experience:furniture placement DOMINOS DOM - Automated delivery

The target market is people who desire to go beyond basic means, which includes high-end individuals, businessmen, tourists, image seekers, etc.

Mcdonald's

They prefer products that are visual-focus, that claim to be unique and new.

As the world is now evolving into a more digitalized world, we predict that some of these will be a big hit trend in the future:

- 3d printed meat

Farm-to-table restaurant with sustainable deisgn materials

Farm-to-table

Restaurants put climate change on the menu

- Hololamp hologram menus

Restaurants put climate change on the menu

Restaurants put climate change on the menu

Mcdonald's

- Immersive dining experience

Mcdonald's digital test restaurant

- Automated delivery

Virtual Reality Dining

- Farm to table restaurant

- Taste adjusting chopstick

- Robot-run restaurant

- Application of VR in the restaurant

Virtual Reality Dining

Cultural Brailing

1. Climate consciousness have led to a conscious eating and develop a healthy eating habits. this include some of the on-going trend: 3d printed meat, plant based diet, and farm to table restaurant

- Digital restaurant

- VR dining

2. Needs of Interaction

Due to the lost of social interaction during the pandemic, people started to long for a new kind of experience to interact with their surroundings, this could include a multi-sensory dining, gastronomic food, and digital VR dining

3. Advancement of technology has played a big role in shaping our community right now. The fastness, effectiveness, and benefits from using technology in the FNB industry have immersively impact how it runs. This includes a robot-run restaurant, automated delivery, taste adjusting chopstick.

Plant-based diets will be essential to the planet's future, report

Plant-based diets will be essential to the planet's future, report says

taste saltier

3D printed meat

Hololamp hologram menus

restaurant with sustainable deisgn materials

3D printed meat

LG Robot-run restaurant

Can virtual reality teach you to eat better?

IKEA Digital experience:furniture placement DOMINOS DOM delivery

Hololamp hologram menus Immersive dining

Applications Of Virtual Restaurant Brands

Virtual Reality Dining

table restaurant with sustainable deisgn materials

Mcdonald's digital test restaurant

Taste-Adjusting Chopsticks makes food taste saltier

printed meat

Organic, farm-to-table restaurants that only use self-sourced ingredients and sustainable materials, which would require interior architects to design a place where such process can be possible and streamlined with low carbon emission.

The driver of this idea is the fact that people are becoming more conscious of their impact on the environment and sourcing environmentally-friendly restaurants

The target market is young people who are more aware and educated about the climate change crisis.

Multi-sensory, immersive-experience restaurant that would require interior architects to look into how lighting, sound, vr and texture can play a part along with taste.

The driver of this idea is the fact that people are looking for more unique services that can go beyond the taste

The target market is people who desire to go beyond basic means, which includes high-end individuals, businessmen, tourists, image seekers, etc.

Automatic, digital-run restaurants which would challenge interior architects to propose layouts and materials that are suitable.

The driver of this idea is how technology is advancing and the workforce shortage in some areas.

The target market can be anyone, but the product is more friendly to those who are not intimidated by technology and busy working people, which means the younger population.

Trend Thesis “

The advancement of technology has slowly taken over the world and pave the way we are heading toward to; a digitalized environment with machines and AI as the main power source. In a short time, we can probably see everything being accessible in just one click.

By this, I aim to have a design firm that’s up to date, utilize, and implement the development of technology and incorporate it in the design process. We will specialize in using VR, creating assets in digital world, and also generating connection between those two worlds together.

EXISTING COMPETITORS

CASE ANALYSIS

Value Proposition Analysis

BUSINESS COMPETITORS OVERVIEW

- Russel & George: Award winning architecture studio that focuses on retail and hospitality area by creating dialogue between people and the places they inhabit and engage with

- Carlo Ratti: Design and innovation office that Incorporate technology as part of the design and create connection with the inbuilt environment

- Trio Studio: Design studio that focuses on focus on café, restaurant, and other hospitality area by using nature to encourage connection

- Concept I design: Interdisciplinary design studio that specialize in architecture, interiors, landscapes, lighting and graphic design

- Oliver Heath UK based interior design firm specializing in biophilic design principles. Strong focus on designing for the wellbeing of human occupants and the planet as the upmost priority

PRODUCT & SERVICE COMPETITORS

Explores natural and artificial in the built environment Employs high technology into built components.

PRICE

PLACE PEOPLE PROMOTION

- Owned website

- Awards winner

- Social media (instagram, FB)

- Professor at MIT

- Big scale projects

They have offices based in Turin, Italy, New York and London.

The founder is a famous architect which adds to the reputation.Employees are all graduates from prestigious architect schools

Provide full design service that allows customer to entrust the entire project to the practice

- Owned website

- Awards winner

- Partner indirect website (archdaily)

- Social media (instagram, FB)

Based in Melbourne but has international projects all over the world

Big group of people, Mostly filled with senior architect/ interior designer with a minimum 7 years of design experience

TRIO STUDIO

Explores natural element in the built environment

- partner indirect website (archdaily, behance)

- social media

- websites, but not accessible in English

Based in Nianjing, China. Mostly doing loca project at the moment

A small-medium team member which allows more ideas development

Human centered design approach with end users and environmental impact front of mind use 3D technology not only to holistically design spaces but take the designs and place them in virtual reality allowing clients to go into spaces

- Owned website

- Social media (FB, Instagram, LinkedIn, Pinterest, Twitter)

- Blog

- Owned website

- Social media (FB, Instagram, LinkedIn, Pinterest, Twitter)

- Join competition

- Partnership with other firms

Based in United Kingdom

A small diverse group of people with majority a young Architect/ Interior designer

Operate 20 offices across 8 different time zones

large group of employee with over 450 people working collectively across 7 locations

Competition Analysis

HIGH PRICE Opportunity

GENERIC SPESIFIC

LOW PRICE

The strategic implications that I’m going to do is to place my firm as a spesific with a medium to high price depending on the service the clients chose. This is an opportunity I see through the marketing analysis. While carlo ratti is spesific in its technological use, it’s way to expensive for a starter in the industry and suits more for a big-scale project. We take this opportunity to offer the same technological aspect; design with technology, design through VR, and design in the metaverse, but in a way more affordable price for starters/ restaurants who want to expand and grow more to the digital world.

DO WE EXIST AS A COMPANY

We believe that everyone is able to design what their desire. Working together with AI, we specialize in bridging a design ideas in the real world into a virtual world. Transforming contemporary ideas into a unique, outstanding, almost unrealistically perfect in the virtual world

DO WE ACHIEVE OUR MISSION

- keep up with the trends and technology

- design-for-solution spirit to tackle the problems in the real world and solve it in the virtual world

- offer service package with flexible budget

- utilizing existing/evolving technology to function greater and have greater impact

- have an easy user-friendly experience for everyone to use

WHY HOW WHAT

DO WE OFFER

We offer a collaborative design-decisionmaking with real time preview in the virtual world with customers. So we can test out any crazy ideas, refine it, and make it work in the future. Our design services have wide range of price that is flexible for the clients to adjust according to their budget

FIG 2.

FIG 3.

FIG 4.

CORE VALUE

ADAPTABLE INCLUSIVE INNOVATIVE

We are adaptable in every situation. Any kind of design ideas or visions requested by the client can be adapted by both virtual reality and real world

Our design service is inclusive for everyone to use. New starter with minimum budget, long time professional, we accommodate everyone to design and consult with us.

CORE PURPOSE

We thrive to create new technology every time we start a project. We like to overcome the on-going obstacles and turn it into a working solution by using AI and technology, both in real life projects or virtual reality projects

IMPACTFUL

to make an impactful design for the world and the society

COLLABORATIVE ENDLESS POSSIBILITY

to encourage customers to do anything they like for their business and refine our ideas together

to make the impossible to become possible

VISION

Our vision is to create an endless possibility for the future world that is impactful for the world and the society.

We believe AI and human can work side by side to create something unimaginable, propose a solutions to the world’s limitation, and eventually evoke a great impact to the world and the society. By utilizing technology, we also thrive to create a new experience for our clients and the user so they can feel the design in a more personal extent and adjust it as they like. The end goal of our vision is to create a better world without harming any of our people and environments.

FIG 5.

20 YEARS FROM NOW

POSITIONING PRACTICE

WHAT do you want your firm to be known for?

We aspire to be known for a collaborative, responsive, and advanced design firm that work closely with AI to accommodate client’s desire and their personality into the design. We also specialize in creating a future-proof business by designing a digital space in the metaverse.

WHY do you want your firm to be known for in this?

Not many people are aware of the speedy advancement of technology that could change the way we inhabit, we design, and we interact. This includes the new world in the metaverse. Our design firm hopes to encourage and be the bridge between opening a FNB business in the real world and in the future metaverse space.

WHAT strengths will this be leveraging?

To achieve this, I will use my ability to connect to my client and gain their trust. Creating a futuristic business that are aesthetically pleasing and promising in the long run as well.

FIG 7.

FIG 8.

FIG 9.

FIG 10.

- Ability to connect and build trust with others

- Have eyes for details

- Able to create drawings and 3d renders

- Focused when working

- Like to sketch and visualize

- Passionate in every project

STRENGTHS

S O

- Tendency to procrastinate when the idea is not there yet

- Use the similar style over and over again

- Lack in time management

- Slow progress because I keep changing my design decision until it appeals me

- Have too many side jobs and organizations work

WEAKNESS

- Advancement of design software make the projects become faster and easier

-Social media can be an impactful platform to advertise and grow

- Growing connections from meeting new people in workplaces

OPPORTUNITIES

W T

THREAT

- Connected to my friend’s connection

- Taking inspirations from places in Melbourne

- Tight competition finding job after graduation

- Design company mostly require 2-3 years experience

- Minimum opportunities for design internship

- Advancement of technology and ai forces us to understand and master many things

- Have only 2 years to gain work experience in Australia

- Hard to start a business as a non local

PERSONALITY

Introverted Easy going Creative Tech Savvy

NAME

Finn Oliver

AGE

BRANDS

GOAL:

OCCUPATION

25 Digital coffee artist

HOBBY

Travelling and culinary

“ I’m someone who is passionate about food and its experience. After exploring the world and their distinct culinary, I’m inspired to open my own culinary business with a bit of unexpected twist. With the recent discovery I found about metaverse, blockchain, and other stuff, I know that we’re somewhat getting there and I want to implement this in my business. I’m confident that this is going to be a good investment in the future, however I’m still unsure on how to start and how to make my idea become reality.”

AMBITIOUS, COURAGEOUS, FREE SPIRIT

Extroverted Serious Conservative Tech Illiterate

- To have his own coffee shop

- To have a digital business that he can run at any time and anywhere

- To explore more about other coffee artistry and present it to his future coffee shop

FRUSTATIONS:

- Not able to find an affordable designer

- Hard to visualize his idea and unsure if it’s going to be possible

- Don’t know much about new technology

CUSTOMER SEGMENT

less stress from contacting needed vendors able to visualize the design in 3d form

less stress from researching and designing

don’t know how to make a floorplan, drawings, and renders

get knowledge on starting and running the business

introduced to technology and have it ready to be implemented

have a floorplan ready on hand get exposure from the well-known designers

have a nice, well, designed place more confident in choosing the design materials

make floorplans, sections, and other construction drawing

think about sustainability, accessibility and applicable building codes

GAINS PAINS CUSTOMER JOBS

unfamiliar with the evolving technology and concept of metaverse

learn about technology and how to implement it in the business

creating a virtual platform for the business

refined ideas to create a successful business make renders to visualize design ideas

do research,analysis and make marketing strategy testing out materials, textures, and colors with budget

don’t have time to do the research

unsure which materials is right and within budget

no experience, dont know how to start have no connection to contractors/ designers

few connections to promote the business theory of sustainability is different from the real implementation

contacting vendors, contractors, and all sellers needed

“Our customer is a young entrepreneur between the age of 25-35 who wants to open a new business in the FNB industry with implementing the advancement of technology for the design of the space. Despite having little experience compared to the big company, our client is a professional who is passionate and determined to create a dream of his come true.”

well known previous projects boost up designers reputation

research inventory can be used for multiple projects one time investation in VR technology

have multiple teams to do various tasks know which idea is better to be implemented

similar approach in technology being implemented in the fnb

VALUE PROPOSITION

give consultation to the range of choices customer have

multi-sensory VR design preview

have studied and implemented sustainability in previous projects

bulk buying from known vendors make price more affordable

many connections from previous projects and well known in the industry

material sampling can be used over and over again

GAINS CREATORS PAINS RELIEVERS

many connections to other designers and vendors

have a team to keep updated with trends and technology

research about the society and upcoming trends

design documentation (all the drawings)

PRODUCTS & SERVICES

site visit and analysis

material sampling

have done a lot of research about how the business works

have material sampling and experience in using certain materials

have done metaverse project before and know how it works

register and create metaverse configuration

experienced in designing fnb in real world and virtual world

have a spesific team to do drawings and renderings

setting up moodboards and spread out design ideas

offer 3d printing/ sustainable options contacting contractors/ other related practice that is needed

installing system and built-in technology

a digital version of the space to be accessed in metaverse

Our multi sensory VR design preview help young entrepreneurs with little experience who want to open new interactive sustainable restaurant with the hope of publishing it in the metaverse by providing real time 3d render with colors, textures, site, technology being implemented and creating digital version in the metaverse

KEY PARTNERS

KEY ACTIVITIES

- Digital documentation

- Material sampling

KEY PREPOSITION

CUSTOMER RELATIONSHIP

CUSTOMER SEGMENT

- Material supplier

- City council

- Delivery courier

- IT companies

- VR rendering

- Marketing analysis

- Create 3d renders with VR to make better visualization

- Finish on time according to the given time line

- Provide sampling of materials

- online 5 days/ week for casual update

- personal meeting once a week

- Young entrepreneur (25-35 years old)

- Follow the trend

KEY RESOURCES

- Editing software

- Talented team

- High quality materials

- VR program

- Offer various range of design services with different price

- Respond to their needs and refine it according to the design regulations

CHANNELS

- Social media (IG, FB, Tiktok)

- Website and newsletter

- featured in design website (archdaily)

- Interested in technology and digital world

- Developing FNB companies

COST STRUCTURE

- Fixed cost (rent, utilities, salary, bills)

- Technology development

- Marketing

- Maintenance and others

OVERVIEW

REVENUE STREAM

- Design services

- Partnership

- Licensing and royalties

- Award winning price

Driven from the trend thesis, our company focuses on offering a digital services starting from the research (AI data analysis), the design development (real time VR rendering), until the construction stage where technology is being implemented in place. All of these are based on the opportunity cartogram that explain an automatic, machine-run restaurant with immersive experience can be a big business opportunity in the future. The fact that many stages are being offered allow client to choose which service they need that suits their budget. This will help a new starter to cope with their budget and at the same time get the same quality of service they would like to pay. This is also based on the market analysis which show an empty spot for a specific with medium to high rate.

Customer Relationship

LONG TERM

Leave a personal and memorable experience with customers

Helpful and available customer service

Produce a work that responds to customer needs

High quality project that meet all the deadlines

PERSONAL ASSISTANCE COCREATION

Accompany customer throughout the journey of their project

Understand, memorize what the customer like, want, and their preference.

Being attentive and build a genuine relationship to each customer

Build a personal relationship to create a longterm relation: like giving wishes on their birthday, sending flowers in opening day, etc

Working together with customer to create bigger value

collaborate with customers to refine ideas and feature both desire (customer needs, wants, and the company’s style)

Work on the same value and finalize it

VR help to visualize and refine ideas together in a real time

Channel

PARTNER INDIRECT OWNED DIRECT

- social media (IG, FB, tiktok)

- social media (WA, email, zoom)

- join FB group/ community

- joining exhibition

- newsletter collaboration with known websites

- digital/online platform helps to demonstrate the VR render and digital tech the company do

- easy on cost

- digital marketing to help boost with brand awareness (through socmed, websites, etc)

- soc med to communicate daily update and enquiries

- reach wider audience through collaboration

- Websites

- Newsletter

- Design studio

- have complete control over the content and what to promote

- digital portofolio

- direct customer to leave enquires and contact the staff

- help customer to see the services and the results

Key activities

- consultation with clients to understand their needs

- site visit and research

- AI data analysis

- conduct meeting and frequently update the customer

- confirm with clients and allow revision

- moodboard and concepting

- material selection preview

- build 3d and make render

- turn to vr render

- make the metaverse version

- present to client

- project construction

1. 2. 3.

Problem solving Production Platform/ network

- Upload finished project on website

- Update social media

- Social media ads using new project

- Send projects in popular design website

FIG 11.

FIG 12.

FIG 13.

Key partners

CONTRACTORS

Share the same vision of the design idea, get a special price in the construction price

MATERIAL COMPANY

Material company: to get a high quality material with a cheaper price

MANUFACTURERS

To get a better price when designing a specific interior pieces in bulk

IT & ENGINEERS

Engineers and IT person: to develop technology and find a way to implement it in the design

FINANCIAL INSTITUTIONS

financial institutions like banks and investors: access to funding, financial advice

GOVERNMENT

Governments: help with regulation and policy when designing something innovative, provide tax incentives, and invest in development of technology

Key resources

Physical

Human Financial Resources OFFICE

For employees to work, have meeting, and to showcase customers in VR room

MATERIAL SAMPLING

PRESENTATION EQUIPMENT

projector, lcd, VR

VEHICLE

to do site visit, meet customers, vendors

PRODUCTION TOOLS

printers, plotter, computer, heaps of paper, cutter machine

SOFTWARE render (vr, enscape, vray, lumion)

metaverse converter documentation (autocad, rhino, revit, ps, adobe) presenting (microsoft, adobe) communicating (zoom, google drive, google share)

Intellectual Property

BRAND IDENTITY logo, color scheme, vision, design direction

BUSINESS OWNER

STARTUP CAPITALS

investments, loans, savings (to cover the operating cost when first starting)

HEAD DIVISION

OPERATING DATA

customer list, marketing strategy, financial record, contractor partners

COPYRIGHT AND PATENT

to protect all the projects and prevent unauthorized party to reuse, resell, claim, etc

supervise each project, keep on track with timeline, meet the clients, contact contractors, etc ADMIN assist the clients when they first come, document client data

MARKETING TEAM

journalling of expense and income, find a way to do promotion effectively, ads, partnership

OPERATING BUDGET

rent, labor, electricity bills, marketing activities

CAPITAL EXPENDITURES

investment in VR and technology, property, software, equipments, that are beneficial in the future

PARTNERSHIP relationship with contractors, engineers, and manufacturers

PRODUCTION TEAM architects, interior designers, documenters, render IT & ENGINEERS to develop VR and technology

FINANCIAL PARTNERSHIP bank loans, investors to secure funding for potential growth

CONTINGENCY FUNDS

fund for unexpected incident in the company/ industry

Cost Structure

These are the predicted cost structure for the company. Since we focus on implementing technology in our design, we dedicate 15% cost for investment in technology and its development.

• Salary 30%

• Rent 10%

• Tech development 15%

• Production cost 15%

• Utilities and insurance 5%

• Marketing 15&

• Margin 10%

Revenue Stream

The main revenue stream for our company is from our design service. There are various type of services that people can choose which is spesifically shown in the chart for each type of service.

• Design Service 90%

- Research and consultancy

- Concept and documentation

- 3D render preview

- Construction service

• Licensing and royalties 5%

• Partnerships 5%

CONCLUSION

Looking at where the world is directed right now, our firm aspire to be a leading design company who work closely with technology and embrace the development of it in every single way possible.

By visioning it to create an endless possibility for the future digital world, It has shown a great opportunity from the trend forecast and even the market analysis.

Some important aspects to keep the revenue stream going is by pushing the sales of our design services. By having various services that allow client to choose from, we aim to attract more customers with various needs and thus, generate a higher sales.

Therefore, the implementation of digital technology in the design process and the wide range of services we offer in the company are our main focus to keep the company as a sustainable business.

FIG 14.

WEEK 1

• What do you want out of this unit?

I expected to know more about business in the light of design practices and get an insight on how the real industry works. I would also like to know the things to consider and pay attention to as a business owner, so that I can own and run it effectively later.

• What are the opportunities for interior architects in your given topic?

In my topic, food and beverage, I think there are heaps of opportunity that can be developed and applied to the industry. Thing such as working together with AI and utilizing technology to help produce an unique atmosphere design can be a great opportunity that we can develop.

• Should interior architects be aware and design for future trends? Why or why not?

Yes, I think we should. Because technology and the future trends can be a great chance for us to have a niche design ideas, to keep updated, and keep offering design services that others might not have yet.

WEEK 2

• What do you think is an interior architect’s value proposition to their clients? Their value proposition should include services that are needed by the clients, that can solve their problems and hence benefits them. This being said, it is a proof for the interior architect to perform well to meet the client’s expectation or even beyond. Alongside, innovative features can be implemented in the business to increase gain value and do more effective work.

• Do you think we as an industry need to strengthen the architect’s value in the public’s eye? Why or why not?

Yes, I think it is important to highlight the value of each architect in public. By doing so, it will benefits both the designer and the potential client. Firstly, knowing well what the architect’s value and art directions are, will make it easier for client to find a designer that has the similar goals as their own. Secondly, for designers, it is easier for them to mark down potential client and help to place themselves in the market.

WEEK 3

• What value do interior architecture firms provide their clients, and is this value unique? The value interior architecture firms provide should tackle, give solution, and answer the problems that clients are having. Some values could be general, but it is important to keep one or two thing niche or specially made in the company for the clients.

• Is it important for interior architecture firms to analyse their competitors? Why or why not?

Yes, it is important to do a competitor analysis because in this way it will help a design firm to position themselves to fill in the gap that is missing in the industry. It also helps the firm to learn from other firm about their business model and from their success/failure.

• How can interior architecture firms establish themselves apart from their competitors?

I think it is important for interior architecture firms to specialize and focus in a specific niche. By specializing in a specific area, it helps the firm to be known for and develop a certain customer segment. It’s also important if a firm can come up with an unique design approach that rarely done by other firm.

WEEK 5

• Do you think interior architecture firms need to have a long-term vision? Why or why not?

I think a long-term vision is important in interior architecture firms because it determines the mission to undertake every year in order to reach the goal at the end. It also helps to create an unique brand identity that last for a long time and become memorable for the client.

• Should interior architecture firms update their visions regularly, or maintain one for the Entirety of the business?

I think it’s great to maintain a solute one vision that underlies the entirety business motive and identity. But I believe, there needs to be some tweak of change every several months/years to improve the business based on the evaluation

WEEK 6

• Do you think clients remunerate interior architecture firms’ value appropriately? Why or why not?

I think some clients might not have taken interior design seriously in their project,so they try to cut down budget on it. However, I also think for a big scale projects which understand the value and importance of interior design, they are willing to pay the price that has been set for them.

• How can interior architects better communicate their value to prospective clients?

I think we can make a clear design service that offer specialized service to clients and also highlight our unique approach to design. Showcasing real life case and testimonials from previous project can also build a strong portfolio to show to the prospective clients.

WEEK 7

• What is Positioning and why is it important?

Positioning is a business strategy to ‘reserve’ a place with certain target market and target customer in the industry. It’s important because it determines the value preposition, unique selling point, and even can strengthen the brand identity and help differentiate from other business.

• What does a good business positioning look like?

A good business positioning should fill the empty spot in the industry that hasn’t been done by others. In this way, it can be different from the rest and answer the needs of a certain customer. This being said, it’s also important to keep the business relevant to the general audience and attract regular potential clients.

WEEK 9

• Do you think interior architecture firms have different business models or do most firms use the same generic business model? Why do you think so?

I think each business firm have different business models because it varies on the service and the needs of each firm. For example, sustainable-bio-centric architecture firms rely heavily on the research and natural resources, while for an tech-focused firm, they rely, thus invest more in the development of AI and technology in the design. So it depends on the niche of each firm.

• How can interior architecture firms strengthen their business model to stand out from other interior architecture firms?

To strengthen business model, an architecture firm can develop a niche and unique design service that offer more than a regular firm would offer. Focusing on the quality of each project is also a good way to build a recognizable firm and thus develop a strong-trusting relationship with each client.

REFLECTION

How do you feel about developing a business model?

Developing a business model is certainly not the easiest thing to do, in fact it’s harder than I thought it would be. Everything need to be backed up with research and evidence, and there are many business terms that I haven’t heard before. However, it was a fun journey as I got to learn a lot of new things and it gave me insight on how to operate a business firm. At the end of this project, I feel more confident doing the weekly assignment and making the final business report.

What did you learn from the overall process

I learn a lot about defining a business model. Moreover on how to calculate the cost flow and balance it with the revenue stream. During the early stage, researching about trend forecast and developing context have been helpful for me until the end of the semester. It helps me to create a company value proposition and also determined the target market in the industry. In addition, I also get to learn how fast the world is changing and the real trend that might be a good business idea in the future.

What aspect did you struggle with, and why?

I think positioning myself in 2043 is the biggest challenge for me in this book. Because everything seems unreal yet and there is little information on how business will take place in 2043. It’s also harder as I have never exposed to a design firm business model before while in this project we are required to oversee the one in the next 20 years.

How will you implement this in your career?

I feel everything has been practical and realistic to be applied in the real life design firm. The lesson to do market analysis, develop a niche in value preposition, and eventually making the business model, all have taught me more about creating a specific business that stands out from the rest.

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https://unsplash.com/photos/Im997E8lWho

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https://unsplash.com/photos/yhn4okt6ci0

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https://unsplash.com/photos/gcHFXsdcmJE

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https://unsplash.com/photos/npTT9rD8wd4

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https://unsplash.com/photos/2r5adxul49E

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https://unsplash.com/photos/sWEpcc0Rm0U

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https://unsplash.com/photos/G7eI_KNp7iw

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https://www.pexels.com/photo/woman-in-a-white-long-sleeve-shirtand-gray-blazer-6913290/

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https://www.pexels.com/photo/concentrating-woman-examiningdata-on-computer-and-taking-notes-4491452/

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