Week 4: Business / Project Plans and Communication | Client Relations, Insight, Content, Structure

Tramaine Berry
Jun 21, 2021
10 min read

Updated: Sep 27, 2023

Weekly Objectives:

Research and analyse client / practitioner relationships and the service they provide;
Research and analyse the format and structure of a business plan;
Write, communicate and deliver a 3,000 word business plan (speculative and personal);
Manage your independent learning effectively.

LECTURES //

Lecture with Emma Harverson & Lucy Warburton

Lecture Contents:

Design and client relationship;
Managing expectations;
Clear project planning and development schedules;
Format and structure for a business plan (company philosophy, creative team, our understanding of the brief, strategic outline, budget and financial plan, critical path and stages of work).

Emma Harverson is the editor at White Lion Publishing, which is a trade, illustrated, non-fiction publisher within a variety of topics.

Lucy Warburton is a freelance commissioning editor, which involves approaching authors, designers and illustrators to put together ideas and build books. It also involves researching what areas are growing in the publishing industry, so there are acquisition meetings to test out ideas. In my current job, my job as a marketer can involve recording the anaylitics of social media and the website, so Im assuming these meetings analyse current trends from their customers. It's aligning how much the sales team estimates the book selling vs resource pricing.

The business model is based on globalisation, which means each idea needs to be rigorously tested/ questioned because you need to capture your idea to different markets within Uk, Europe and America. That's one thing I need to consider when building my business model and searching for clients because Ive been considering making my service remote based for money and time efficiency, but this also makes me more accessible to other regions - I do need to think about how my business may be restricted in terms of language barriers, not just mother language barriers but also consider the different connotations of language used across the globe. It has also made me consider whether there are different working systems / business models in place depending on the region, so I need to look into that.

Additionally, this has made me aware that I need to research data for my business idea to see if the consulting industry is popular and whether my idea will be sustainable in the future as a global company. How will different markets react to my prices?

https://www.quartoknows.com/series/1097/Build-Become/

Build+Become is a series of smart thinking books designed to make you think differently and reflect upon the way consumers increasingly download information.

Looking at how these books are commissioned has also made me wonder whether it is worth me making a book when I am into the business, talking about what I have learnt as a consultant and maybe predicting new ways of working based on current working systems / processes. It would be a fun project to curate whilst I do my business as this would give me more opportunities to express myself creatively. I would need to gradually collect content for the book as I go through my business, just to make sure it doesn't take up a lot of my time as well as catering for my poor memory.

Lecture with Hamish Makgill

This lecture talks about Studio Set-up, which isn't related to my business plan, however, I will be paying attention to Client Relations, content and structure of his studio business.

Hamish Makgill has been running Studio Makgill since 2007, which was created in Brighton after leaving Red Design. He left Red Design on the basis of not being able to create simplistic design work within that studio, which shows that running a studio requires maintenance in terms of style - he adds that running your own business makes you lose your own voice. I suppose this is because you are designing for the client rather than yourself, and a designer's style can grow overtime so I should imagine it would be difficult to have a consistent voice within a studio business. He mentions that even expert designers still have trouble understanding the client and being able to create work that is appropriate with what they want to achieve in their business.

One thing he did take with him from his old studio was advise from a product manager on coming up with a higher quote, and his co-founder stays in contact to act as a social business adviser. He did have an in-house job in-between these studio businesses, however, he admits he isn't very good at being employees by other people.

His first employee was after a year of setting up his studio business, which has allowed him to create client relationships in the meantime. I think I would need to set-up a year business plan, to give me an opportunity to build relationships, manage brand assets and predict cashflow with accuracy - then I could set-up another business plan that would allow me to increase my quotes and manage a couple of employees.

He does mention how his business model of six people was based on his in-house employment, however, he thinks this is not very financially efficient due to the large amount of overheads. Additionally, the recent financial crisis has meant clients have disappeared and more clients have tightened their budget on the experimentation process - it shows you need to prepare financially for different climates. I think I need to have a look at the financial climate and trends within consultancy businesses and predict what kind of work will be available - for this to happen, I need to give myself enough time in my business day to reach out to clients (not just through social media advertising) and research alternative methods I could promote my business.

RESEARCH //

Business strategy: a guide to effective decision-making (2015)

Developing a business strategy

Advise

1. Our carefully crafted acquisition strategy is simply to wait for the phone to ring. Happily, it sometimes does so, usually because a manager who sold to us earlier has recommended to a friend that he think about following suit. Warren Buffet, 1999.

I think other effective ways of achieving this is through reviews on my website, which would also influence where my website is positioned in Search Engine. Another way to generate customers is to research a potential client, tell them what you like about their service, enquire about their working strategy and explain how your service would add value to their business - this could be achieved through LinkedIn or email.

2. There is only one winning strategy. It is to carefully define the target market and direct a superior offering to that target market.

Philip Kotler, Professor of International Marketing.

My services are based off of what I imagine employers would want based from my own experiences of dealing with employers. In order to make sure my business achieves clients, I need to research the market and see what barriers employers and employees go though.

Things to research

Be clear about which product and markets you will deal in, and which you will not. Need to make sure it has boundaries for better focus but not too many as this restricts number of clients. I was considering setting barriers for non European countries because I am unable to cater to the language barriers but I will need to research the typical working environment of each country.
Include cashflow forecast in strategy pan

Communicating with clients

Achieving short-term goals - quick wins generate momentum
Body language and eye contact shows you are listening. I wonder if my idea of having a remote environment would make it difficult fo me to communicate with clients because I have problems communicating with people on the phone; Im better when I can see someone's face and interpret what they are thinking when Im speaking, and they also know my long silences are my way of listening intently.
Asking questions - develops understanding and show you are listening. Also helps avoid not jumping into conclusions.
Summarise - I always find this method helps me avoid misunderstanding and allows people to correct my misunderstandings.
React to ideas, not people

Sony Case study

Sony began in the 1950s when Akio Morita and Masaru Ibuka and decided that tape recorders would be their first product because their fellow Japanese competitors didn't make them. Prospective customers thought the product was too high because they didn't understand the value of the product and needed to educate their customers. Sony set up their own marketing system because Japan's economy was unstable and they needed to cut costs to reach the international market. The more they invested in market development, the more process improvements they got, which lowered costs further.

In the late 1980s, Sony's competition was becoming intense, so they adapted beyond consumer electronics hardware and started forming media alliances. This shows they have made their strategy adaptable to fit new trends in the market and compete with their competitors - I need to have a look at my own competitors and see the current/future trends within this market.

Other things to consider

12. Implementing a business strategy

Techniques to develop employee engagement

Employee-customer-profit chain
Three-factor theory
Questioning

The employee-customer-profit chain

Emotional commitment goes further than the traditional motivation (money and professional self-interest). Harvard University researchers (sirota consultings) in the 1990s found emotional commitment has 4 times the power to improve performance than the average level of commitment found in most organisations.

3 Factor theory - Equity, Achievement and Camaraderie

Equity - having a safe working environment, pay and job, being treated fairly.

Achievement - having the support and resources to be able to do the job well, knowing the importance of the job, pride in the organisation, being able to acquire and test out new skills.

Camarderie - relationships with co-workers, teamwork across departments and the organisation.

Employee morale is a function of the way an organisation is led - helps improve business performance.

Questioning

13. Strategic innovation

Exploring issues with strangers allows more creativity
Use different levels of co-operation - people who have a similar background will have an emotional connection with a business, however, it is also good to have people without that experience to introduce ideas that are risk taking and less precious.

17. Managing finance and risk p184-194

18. Making strategic decisions p195- 211

Chris Do: The Client is not your enemy (2015)

Look at the purpose behind your business - beyond money. Having a big goal is the journey - who we become.
Let go of the artist persona (works for themselves and wants to share their perspective to the world). Artist isn't financially sustainable. Work for the client makes our lifestyle sustainable and receive more clients through word of mouth.
Understand what it's like to be a client to be more empathic. More reassured when you ask questions to understand what they want and base ideas on what you have researched about their company. Personalise the service - how can I personalise my service?
Don't intimidate clients with design or technical language - they go with what you say because they don't understand what you are saying.
Happy Ears- hear what you want to hear. Asking is more important than talking ( narrow down or filter to more specific questions ). Pay attention to tone and body language of client's answer - is it a fast response, how sure are they of their answer?
Mental Jiu-Jitsu - using leverage and positioning. Embrace and pivot to the same team as Client. 'Make it bigger' - confront them makes friction and forces client into corner - Ask why 3 times. 'make it bigger' is now more about adjusting the contrast - addressing the need vs want.
If they say no, ask why.
If they say yes, shut up - don't talk yourself out of a sale.

WORKSHOP CHALLENGE //

Write a client facing strategic document for the purpose of a new business challenge.

Create a format and structure for a new business plan
Put your company philosophy, leadership, budgeting and IP into 3,000 word business plan that presents your proposal to your client. Need to make writing style and visuals catered to specific audience.
Make sure numbers add up, language is clear and you've identified the strengths and weaknesses of your competitors.

Acquisitions research

How will different regions/ markets react to my prices?

Are there different Business models/working systems depending on what country you are?

Are consultants needed in the creative industry?

How can I predict how many people / businesses will need my help? unemployment rates/ learning disorder unemployment?

10% UK population are dyslexic, but are five times more likely to be unemployed (4 in 10 dyslexics are unemployed) - 4% UK population are unemployed because they are dyslexic. (pressroom, 2017).
In the UK, only 32% of autistic adults have ‘some form’ of paid work, with 16% holding full-time roles (law-society, 2020).

https://www.mencap.org.uk/learning-disability-explained/research-and-statistics/employment-research-and-statistics

Include in strategy plan: cash flow forecast; market research; consider different scenarios (look at last module's scene method for research)

Advise (books and businesses)

Is there a market for consultancy books?

What are the risks involved in remote workshops? People recording content without permission (copyright).

About Paragraph

(Brand name) is a consultancy that specialises in the creative industry with the mission to reduce stigmas behind neurodiversity! Neurodiversity is an umbrella term for a variety of conditions including dyslexia, dyspraxia, ADHD, Tourette's and autism

If you are an employer

(Brand name) will provide you with a clear analysis on how to utilise your employees' skills and how to adapt to their barriers.

If you are an employee

(Brand name) will provide you with opportunities for collaboration, inspire and advise during or before your employment!

Services

Recruitment: I will help prospective employees find their strengths and help them generate a positive attitude towards their learning disability.

I will give them the option to take a practise interview to test out their new mindset and techniques - this will be a collaboration between me and another company called AvatarJo (previous employer).

Establishing a work system: Consult employers and employees on accessibility needs and different ways of working. This would involve one-to-one sessions, allowing me to gain perspective from employeer and employees.

A follow-up service: After 1 month, follow-up with employer and employees to see what works and what doesn't work - improve the system from there.

A platform for employees to collaborate with fellow creatives, online workshops, and gain advice from each other based from their own experiences. The aim for this is to boost self-esteem. Once their employment is over, they will be given the option to invest in their own membership- with the option to reach out to their future employers.

Competitors:

Genius Within - a social enterprise that advises, assesses and provides awareness training (webinars and workshops of up to 15 people). They help individuals through one-to-one or group coaching, which provides personalised strategies to improve their time in the workplace. Genius Adjustment Screener explores work related strengths and struggles common to neurominorities.
Health Assured - Advising how to look after wellbeing of neudivergants in the workplace. They have designed the pricing system so it equates to £750 per year per employer (it doesn't matter how many employees you have, so it is value for money the bigger you are).

REFLECTION //

This week has shown me that I need to develop a cashflow forecast based on economic climate, market trends, competitors, technological advances, etc. It has also shown me that even though I can appeal to customers by coming up with ways to keep costs down, I still need to make sure my prices secure my business financially when/if new barriers occur.

Looking at how these Build+Become books are commissioned has also made me wonder whether it is worth me making a book when I am into the business, talking about what I have learnt as a consultant and maybe predicting new ways of working based on current working systems / processes. It would be a fun project to curate whilst I do my business as this would give me more opportunities to express myself creatively. I would need to gradually collect content for the book as I go through my business, just to make sure it doesn't take up a lot of my time as well as catering for my poor memory.

REFERENCES //

Lectures

Build+Become. Quarto Knows. https://www.quartoknows.com/series/1097/Build-Become/

Research

Business strategy: a guide to effective decision-making. Jeremy Kourdi, 2015. p122-134. p172-201. p251-291
The Client Is Not Your Enemy: Redefining Your Client Relationship. The Futur. Oct 2015. https://www.youtube.com/watch?v=k22HKpzDMg4