Part 2

BUSINESS MODEL CANVAS Key partners

Key activities

- AI software developer - Sustainable material suppliers - Environmental consultants - Construction engineers - Metaverse company - Smart device suppliers - Ergonomic furniture suppliers

- Customer demand survey - Research deeply about AI & sustainability to optimize the design process - Collaborate with other design companies - Set up a workshop to make AI popular with clients

Key prop - AI- activation to design a unique space with sustainable methods.

- Smart technologies applicationmetaverse

Key resources - Architects and designers - Project manager department - AI specialized designers( conceptual designers) - Social media team

Cost Structure - Most spending for talents, sustainble- AI researchers, and social media content creators - For some non- profit projects for student school( educational purpose)

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positions

- Divide into multiple teams for each steps of design to make sure the project is on schedule professionally - Story- telling design- symbolize the unique core value of each client’s space

Customer relationships

Customer segments

- Collaborate with customers usually - Long- term relationships - Personalized customer‘s style

- Clients who love new tecnologies, flexibility and looking for minimalism but friendly environmental designs, reasonable design cost

Channels - Website - Youtube - Instagram - Facebook - Pinterest - Tiktok

Revenue Streams - Do multiple projects with reasonable price

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USER PERSONA

Dino Vu Sociable, creative and humorous Age: 31 Occupation: Content creator Relationship status: Single Location: Vietnam

Figure 21

Biography

Dino is a YouTuber who makes content relating to cooking and sustainable lifestyle. He is passionate about using smart devices to improve the quality of life at home. His quote is “5-star quality of living space does not have expensive furniture or fancy design, It depends on light- air- water quality of the house.

Personality Smart Tech- savvy Environmental conscious Eager to learn new things Inspirational

Goals I Interests

Personalized the unique lifestyle Sustainable lifestyle to protect the environment Eco- materials Ergonomic furnitures Smart devices- new technologies

Pain points I Concerns

Time- consuming and high design fee The real house is not similar to the design renderings Unfriendly materials Old- fashioned technologies Boring and normal design

Brands

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KEY PROPOSTIONS

FAST & EFFICIENCY

Applying AI to brief analysis & conceptual design process to simulate clients’ requirements and architects’ ideas Create an effective collaboration Saving time and money for the design process

PERSONALIZE DESIGN

Know clients’ wishes deeply to meet their requirements Story-telling design- symbolizes the unique core value of each client’s space Using AI to manipulate materials, furniture, & colors to choose the best option fit with the clients

HIGH-TECH SPACE SIMULATION

Simulate ideas by AI generator Connect with metaverse company to give clients like real experience of the design Researching deeply and non-stop to develop tools to specialize AI in the architectural design process

SUSTAINABLE DESIGN

Using low- embodied material Passive solar energy design Choosing fixing or devices that save energy Improve light- air- water quality

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Value proposition diagram

PRODUSTS & SERVICES - AI- activation to design a unique space with sustainable methods.

- Divide into multiple teams for each steps of design - Story- telling design- symbolize the unique core value of each client’s space - Using smart technologies application

- Use AI in brief analysis and conceptual design process - Researching and developing sustainable design - Design a strong concept to direct the user following the flow of the brand story - Have a professional team in activating AI services to enhance the visualization experience, researching and developing new technologies for smart space.

GAIN CREATORS

PAIN RELIEVERS - Use AI to illustrate client’s requirements which may be changed multiple times - Use AI to generate idea faster - Develop and activate sustainable methods in design - Design a unique space that delivers the message that customers want to convey

Figure 6

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- Cost and time saving in design process - Solving environmental problems - Make the users feel comfortable and give them memorable experiences when they are in the space - Enhance new technology experience, convenience, and flexibility

GAINS

PAINS

CUSTOMER JOBS

- Create unique sustainable designs - Generate a large- scale project - Create a space with a unique “core value” that different from others - Create a “smart space”- activating AI to support human work or activities

- Changeable requirements often - Time- consuming - The design without mention of environmental protection issues - Normal and simple space without special symbolization

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Value proposition At present, global warming is one of the urgent problems that people want to find a solution to in designing a building that is eco-friendly and has a unique design with a meaningful message that only it has. In addition, the clients want to apply innovative technologies to their space to support their work and activities, sometimes it may be a large-scale project for the social community.

In order to offer the client’s wishes, JP.STUDIO will apply AI to briefsite analysis and conceptual design steps by illustrating the client’s requirements and design ideas. Therefore, after knowing a brief, we can design a unique space with sustainable methods and use a story-telling concept to symbolize the unique core value of each client’s space. Moreover, using smart technologies applications like ergonomic or smart furniture or fixtures to create convenience for the users Our customers want to save cost and time for designing, so we use AI to boost the design process. In addition, they want to save energy for operating the building to solve environmental problems while still making the users feel comfortable and giving them memorable experiences. JB. STUDIO always finds a way to design a strong concept to direct the users to follow the flow of the brand story. Finally, to enhance new technology experience, convenience, and flexibility, we have a professional team to activate AI services to enhance the visualization experience, researching and developing new technology for smart space.

Customers often worry that the change requirements may extend the design’s time-consuming. AI can solve that problem by illustrating ideas faster and more flexibly. We always want to design a unique space that delivers a message that customers want to convey and activate sustainable methods in design to avoid normal or simple space without special symbolization and environmental pollution.

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How value prosition addressing trend thesis and Harman fan?

Compared to the trending thesis, our potential business catches a trend of the innovative technology revolution, so we think this is a great and suitable start to create a new generation of architects that use AI for activating to design process.

Relating to Harman fans, we think we have to make a big effort to personalize our brand compared to other potential competitors because this is an attractive deal for researching and developing. Besides, because of the growth of new technologies, we have to learn new ones constantly not to stay behind other companies.

Unique selling proposition We believe that JP.STUDIO is different from others because: Our innovative, sustainable, and human- centered design services help business owners, and our clients who want to create a unique space, affirm their own brand, use modern technology to serve people and conserve the environment

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CUSTOMER SEGMENT Clients who are looking for New technologies- having interest in innovation Flexibility- want to change design options multiple times Minimal lifestyle - Like the simple design but unique, works effectively and minimizes the energy for operation Friendly environmental designs- Love nature, want to protect the environment by using eco products Reasonable design cost- want to save time and money on design process

CUSTOMER RELATIONSHIPS CLOSED RELATIONSHIP

Collaborate with customers usually Using AI like connected tool between designers & clients Do a customer survey after completing the project

LONG-TERM RELATIONSHIP

Build a big social circle relationship with clients Keep in touch with them although the design process ends

PERSONALIZED DESIGN SERVICE

By using AI, we can know our clients deeply Generating their ideas to make a unique design that can deliver their personal lifestyle Figure 6 AI- DESIGN SPECIALISED SERVICES - JP.STUDIO

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CHANNELS LONG CONTENTS

SHORT CONTENTS

Post videos with educational purposes for people who are interested in AI & sustainable architecture

Share the design process of each project

OWN WEBSITE Post the projects and

profile of the studio

FACEBOOK- INSTAGRAM

Post the projects, videos, and notifications of special events like workshops or exhibitions to the users

Make use of the trend- SOCIAL MEDIA

Nowadays, people use social media every moment to update news, shopping, and share their lives. Upload the design project and information of the company to connect easily the business with clients. Firstly, create a professional website to present the company profile. Architecture content is not really popular like cuisine or other entertainment content. Therefore, creating long content on YouTube for education and short content on TikTok to share the process are impressive ways to connect with potential clients. Finally, connect all links and posts on Facebook and Instagram to make a strong connection with the customer.

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KEY ACTIVITIES CUSTOMER DEMAND SURVEY

Usually take care of customer thoughts, even though first stage or final stage of the design process As much as the opinions os clients, we can update the design process and get more experiences relying on them

RESEARCH DEEPLY ABOUT AI & SUSTAINABILITY

Catch the trend by non-stop research and maximize work efficiency by applying those into the design in a signature way that other companies do not have

COLLABORATION

Collaboration with different companies like Mataverse or sustainable consultants Ergonomic furniture suppliers or content creators, Not only designing but also making the sustainable lifestyle messages popular tho society by delivery them through online flatforms

SET UP THE WORKSHOPS & COURSES

Usually set up the workshops to show companies’ projects, especially at universities for educational purposes Set up designing courses about using AI to design sustainable buildings for people who care about that problem or who want to studying about AI tools to apply them in design areas Figure 6 AI- DESIGN SPECIALISED SERVICES - JP.STUDIO

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KEY RESOURCES ARCHITECTS & DESIGNERS

There is the main resources of companies, recruit talents who know how to use multiple tools in design( especially AI), have extensive knowledge and experience about sustainable design, and have a passion for education to share sustainable design for big society

PROJECT MANAGER DEPARTMENT

To manage the budget of clients, information on each project, Calculate the cost spent for each project Contact with staff, suppliers, other companies, and clients ( receptionist, accountants)

AI SPECIALIZED DESIGNERS

Recruit talents who have high experience in AI and specialize in design services to do the design concept step Collaborate with them to develop ideas and connect with clients closer

SOCIAL MEDIA TEAM

For advertising, to connect with potential clients via the Internet, social media Creating short and long content about the design process and information on companies’s projects for sharing and attracting people’s attention

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KEY PARTNERS AI software developer Sustainable material suppliers Environmental consultants Construction engineers Metaverse company Smart device suppliers Ergonomic furniture suppliers

COST STRUCTURES & REVENUE STREAMS EMPLOYEE WAGES- the main cost structure because they are key elements for designing, non- stop recruiting talents RENTING AND UTILITIES- Invest in office facilities and studio space to give the best experiences for clients and staff as well SOFTWARE LICENSES- Spend on multiple software licenses for staff using free NON-PROFIT PROJECTS FOR STUDENT SCHOOL( EDUCATIONAL PURPOSES)- Make a charity for building schools because I have a passion for sharing knowledge about sustainability and new technology as well. When students study in schools that have sustainable facilities and high-edge infrastructure, they will know why they need to protect the environment TAXES

DESIGN SERVICE FEE- the main revenue stream including designing cost and customer services ADVERTISING FEE- Besides collaborating with other companies and suppliers, we can receive advertising cost AI- SUSTAINABLE DESIGN STUDYING COURSEcreate courses to share knowledge and make more experiences by updating the syllabus frequently

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CONCLUSION After researching trend thesis, and competitors, I can learn about their implication strategies and see the “ blank space” ( specific- low price) which is the opportunity for our AI-specialized business. Knowing our clients deeply through AI requirement visualization and creating multiple design concepts fast and effectively at a reasonable price is the service that we want to propose to our customers. Besides AI, we do non-stop research on sustainable design to maximize work efficiency. Especially, sharing our messages of new technologies and sustainability is our big passion. Developing social media channels and creating a non-profit project like building schools for educational purposes to deliver our value to big communities( especially- the young generation). The more bring value to customers, society, and the environment, the more attract clients and expand the innovative- eco-lovers communities that want to develop and protect the world

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SEMINAR DISCUSSIONS Week 1 • What do you want out of this unit?

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

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

In this unit, I want to know what is the effective way to sell our design, and how to research the latest trends of design.

I find the topic “AI specialized services” new and interesting. I want to explore this trend and see the vision of how AI influence Interior architects by boosting the design process faster, simulating clients requirement clearly, improve both quality & efficiency and create better solutions for complex problems.

Interior architects should be aware of future trends because they influence how to orientate their specialization, so they can research and develop their skills for that design trend.

Week 2 • What do you think is an interior architect’s value proposition to their clients?

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

An interior architect can make the process faster by applying AI to the conceptual process to save time and money for design, They can use it for visualization of the client’s requirements and rendered images of ideas that they want to show their clients.

Industry needs to strengthen the architect’s value in the public’s eye because their mission is to influent the sustainability of the environment- They have a key responsibility role in building the space and the future.

Week 3 • What value do interior architecture firms provide their clients, and is this value unique?

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

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

The key value that almost interior architects provide their clients is personalized design services, Nowadays, they want to specialize in AI design services too to boost the design process.

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SEMINAR DISCUSSIONS It is important for interior architecture firms to analyze their competitors because before starting something, we have to know about how other brands run their business, what their strategy implication is, and how they propose their value to clients. Learning for them, then create something different that other brands do not have.

To establish themselves from their competitors, they have to know what the “blank space” that companies have before, and analyze the trend to determine their value proposition.

Week 5 • Do you think interior architecture firms need to have a long-term vision? Why or why not?

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

Interior architecture firms need to have a long-term vision to predict how the trend will change in both positive and negative ways to prepare the long-term strategy for each 5-year period and avoid bankruptcy.

They should maintain the vision in the long term and update the vision in the short term when some immediate trend changes to be flexible.

Week 6 • Do you think clients remunerate interior architecture firms’ value appropriately? Why or why not?

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

I think it is worth remunerating interior architecture firms’ value because this is a service that provides space for them to live and work every day. For different purposes, interior architects have to find the solution fit to each problem.

To better communicate their value to prospective clients, interior architects have to create a strategy to show the efficiency of their projects, they can use social media or set up workshops to attract prospective clients.

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SEMINAR DISCUSSIONS Week 7 • What is Positioning and why is it important?

• What does a good business positioning look like?

Positioning is defining SWOT analysis to know the strengths, weaknesses, and opportunities of the business, and the steeple analysis to know the external factors- which we can control and which not. It is important because it helps the business to improve its services and control external factors.

Good business positioning is knowing deeply what they are strong and which they are weak. In addtion, analyze the external ones to avoid the change of those.

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?

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

Each firm should build a different business model to be unique. Therefore, customers will easily choose you because you have a special value. However, it should catch the trend to attract clients.

They should determine their core value, then be creative to make different strategies that are suitable for different situations and know clearly how the customer portrait is.

Figure 6

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FINAL REFLECTION At first, I did not know what the connection between design and entrepreneurship was like in other units like studio or construction. I was a bit confused about the unit even AI- -specialization services, After studying with a tutor via Miro and working with my team in assignment one, I understand the core value that this unit bring to our career in the future.

Not only design techniques, but also know the value my design brings to my clients, the main point to sell my design and compete with other designers. The videos and resources of the units are really useful for me to expand my knowledge & develop my design scheme with Indesign. Now I see the start-up business is not really strange, everyone can do this if they have the right mindset and direction.”

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REFERENCES Figure 1. Rachael, M. (2018, November 20). Concrete building during sunset photo https://unsplash.com/photos/64sdtL1OqZU Figure 2. Dafare, N. (2022, November 7). A close-up of a colorful ball photo https://unsplash.com/photos/idVUh309DvA Figure 3. Pavel, D. (2021, June 22). A robot holding a flower https://www.pexels.com/photo/a-robot-holding-a-flower-8438974/ Fihure 4. Prado, M. P. (2020, March 8). White concrete building under blue sky during daytime photo https://unsplash.com/photos/QaS253EDSqg Figure 5. Ostrozhynskyy, M. (2017, February 23). White staircase with pink background photo https://unsplash.com/photos/w6OniVDCfn0 Figure 6. Linus, N. (2017, July 30). Calm body of water during golden hour photo https://unsplash.com/photos/JP23z_-dA74 Figure 7. Kurnaz, E. (2017, July 19). Multicolored hallway photo https://unsplash.com/photos/RnCPiXixooY Figure 8. Macanaya, C. (2023, April 6). Two hands reaching for a flying object in the sky photo https://unsplash.com/photos/X9Cemmq4YjM Figure 9. Morgan, S. (2022, August 5). A building with many balconies photo https://unsplash.com/photos/HJClahX2qp4 Figure 10. York, A. (2023a, October 11). 10 best AI art generators & tools for designers in 2023. ClickUp. https://clickup.com/blog/ai-art-generators/?fbclid=IwAR3xc4fRHNw6VxL88wHOo3Qgp63vpracDH5f3jSx94fCXT_TwrRUuzfbayk Figure 11. Chromasis: The World’s first armchair created with ai. Mavimatt. (2023, August 29). https://mavimatt.com/product/chromasis-the-world-s-first-armchair-created-with-ai/ Figure 12. Stone. stone. (n.d.). https://www.timfu.com/architecture/stone Figure 13. Team, P. N. (2023, August 5). Prompt intelligence - studio Shail Patel. Parametric Architecture. https://parametric-architecture.com/prompt-intelligence-studio-shail-patel/ Figure 14. Team, P. N. (2023, August 5). Prompt intelligence - studio Shail Patel.

Parametric Architecture. https://parametric-architecture.com/prompt-intelligence-studio-shail-patel/ Figure 15. York, A. (2023a, October 11). 10 best AI art generators & tools for designers in 2023. ClickUp. https://clickup.com/blog/ai-art-generators/?fbclid=IwAR3xc4fRHNw6VxL88wHOo3Qgp63vpracDH5f3jSx94fCXT_TwrRUuzfbayk Figure 16.Chromasis: The World’s first armchair created with ai. Mavimatt. (2023, August 29). https://mavimatt.com/product/chromasis-the-world-s-first-armchair-created-with-ai/ Figure 17. Team, P. N. (2023, August 5). Prompt intelligence - studio Shail Patel. Parametric Architecture. https://parametric-architecture.com/prompt-intelligence-studio-shail-patel/ Figure 18. Kurnaz, E. (2017, July 19). Multicolored hallway photo https://unsplash.com/photos/RnCPiXixooY Figure 19. Pavel, D. (2021, June 22). A robot holding a flower https://www.pexels.com/photo/a-robot-holding-a-flower-8438974/ Figure 20. Macanaya, C. (2023, April 6). Two hands reaching for a flying object in the sky photo https://unsplash.com/photos/X9Cemmq4YjM Figure 21. Ostrozhynskyy, M. (2017, February 23). White staircase with pink background photo https://unsplash.com/photos/w6OniVDCfn0

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AI- DESIGN SPECIALISED SERVICES - JP.STUDIO Figure 1

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