"The main thing that matters to me is that my service provides quality that is affordable and on time. I want my customers to feel they have experienced a unique service that achieves exactly what they are looking for."

Nichola TiffanyGraphic Design

Provide Graphic Design for both digital and print based media, working primarily with typography within promotional material and editorial layout design.

My aim

ShortTermObjectives(3-12 months)

Base myself locally in the Leeds area targeting the North of the UK

Design and set up a website to help get my name out there

I will initially target the Leisure industry

Contact potential clients and aim to have produced work for 5 clients

MediumTermObjectives(1-3 years)

I intend to widen my practice throughout the country and overseas.

LongTermObjectives(5+ years)

Introduce my photography skills, offering clients an all-round, quality service.

Customers - B2B Leisure industry example

Demographics Business owner within the leisure industry Professional 24-50 Successful

Psychology Appreciates quality Customer satisfaction driven Clear business vision Profit driven

Behaviour Competitive Corporate identity Promotion Buy services to meet business needs infrequently but in a large amount

Geographic Local (with potential to become national and even international within the EU)

CompetitorsAll examples are based in the Leeds area and information has been found from their websites.

Strengths: • Simple, easy to navigate layout on the website's homepage • They are a design team of just two designers, each with over a decade of experience which makes them seem personal and reliable. • Their clients are mainly yorkshire based but are vastly different; from Save a Life Give Blood campaign and NHS to Leeds City Council, and etc magazine. • They offer a full printing service to ensure 'care of your print from the creation of artwork to delivery at your door.' • Casual but professional language used on their website, ie. 'Oh, and did we mention we LOVE what we do?!' makes them friendly and approachable.

• They currently keep their business local and haven't ventured onto a more national or international scale. • Although seemingly well laid out, the website lacks a clear 'portfolio' titled section, instead having groups of recent work and other work in separate areas.

Weaknesses:

Studio Belly Timber

Meme MediaStrengths: • They are a design team which has grown from two to nine individuals, which is a good sign of a successful business. • They operate primarily in the leisure industry and even sponsor Leisure Exchange, an online forum of leisure facility managers and owners, showing they have close links to their target market and typical customers. • They started off a small partnership in 2003, but are now hitting their long term objectives having an advantage of experience and money behind them. • They offer a range of skills, including art direction, campaign design, brand development, identity creation, illustration, project and production management. • They have ethics towards the environment and come across as a green company, as their printed material is certified by the Forest Stewardship Commission.

• The website has too much text on the homepage and no images of their work, making it appear overcrowded and long-winded. • They specialise in so much, it is almost too much. If a client wanted simply a brochure and a leaflet, Meme might struggle to show enough examples of solely this side of their design as they cover at least 10 other design solutions and many more within those.

Weaknesses:

PapyrusStrengths: • They have over 20 years of design experience. • They operate primarily in the leisure industry, working for clients in the Hotel, Events and Travel industries. • They specialise their graphic design skills in brochures, promotional and marketing material. • They have a stylish, quality driven, corporate website with a really easy to use navigation bar.

• Their graphic design business is not their main focus point. It is an addition to the company, as they are better known for, and traditionally, a leather goods designing business.• They push the idea of their business being built up of a 'highly skilled group of traditional craftsmen', not designers.

Weaknesses:

Opportunities

Ensure my graphic design is my only priority. I will not branch out into any other areas of design to confuse my clients - only to incorporate photography as my unique selling point.

I will focus on the leisure industry to target, allowing thorough research finding out what the industry wants from design instead of spreading my skills too wide over various industries.

I will not necessarily specialise, but focus in on my editorial and promotional design skills. I don't want to offer too much and spread myself too thin.

My website homepage will have the latest design from my portfolio, or thumbnail images to take you to a portfolio to grab the viewers attention immediately.

From comparing competitors, I have decided that my unique selling points are going to be:

Promotion

Personal Selling Cheap form of letting potential clients know who I amBuilds a relationship with the clientBusinesses within the leisure industry, such as hotels, appreciate quality and effort so face to face contact is where I can add value.

Direct Marketing Time consuming and more expensive, but very worthwhileRequires research on my part to know what the client wants, e.g. designing the perfect business card or tailored promotional packages to hand to clients in person are vital for them to remember you.

Pricing Strategy

Pre-entry levelFor the first 3 months I am willing to take on non-commissioned work to get my name out there and to build on my portfolio Competitive pricingWhen I have gained a reliable reputation I will price my services on par of my local competitors, but I will add value to my service to offer the client more for their money.

Cost plus strategyFor each commission I will work out how long the designing will take to be able to know how much to charge for labour. I would then add on the costing for the use of my resources, the printing and production.

Costs - Resources

Initial Capital Expenditure:Mac + Adobe Creative SuiteScanner + PrinterCamera

Direct costs:Inks Office equipmentBasic craft materialsProfessional third party printers Indirect costs:TravelOverheadsBillsUnforeseeable problems

covered by

Bank loan

covered by Personal savings & gradual commissioned work

Independent sole trader

Bank loanSolicitorAccountant Copyright protection

Advantages:Independence, responsibility and controlSaves money and easy to start upI would be able to keep any profit made

I want to start small to show the importance of catering to the needs of the local people and building up a trusting relationship with clients.