2020BusinessPlan PREPARED BY Jacqueline Dantier + Laszlo Balogh +447739575051 [email protected] www.dantierandbalogh.com
CONTENTS 01 Executive Summary 04 USP focus 07 Management Operations
02 03 Company Profile Market Analysis Products & Services 06 05 Financial Strategy Marketing Plan
1 EXECUTIVE SUMMARY
Business summary
TO PRODUCE FUNCTIONAL YET FUN TO CREATE A COMPANY BRAND IDENTITY ENVIRONMENTS THAT BUILDS A PRESENCE AMONGST One of our main aims is to produce functional, SOCIAL PLATFORMS durable projects that people are able to use with ease. However we will also implement an element In order to become well known, it is imperitive to of fun- to create unique, memorable experiences. Almost adopting a form follows function philosophy. push our marketing via social media platforms. Having a presence online, not only attracts potential clients, but also establishes a sense of trust. We explore this in detail within the marketing plan. BY THE END OF 2020, REACH AN ANNUAL TO PROVIDE CLIENTS WITH IMPECABLE TURNOVER OF £130,000 SERVICE, THAT CREATES A COMPELLING With the pricing strategy in place and an estimation BRAND CHARACTER + ATMOSPHERE of 6 complete projects, spanning six weeks each Our intention at D+B is to honour our promise of for the year 2020, we are on track providing a detailed design project that meets to reach this turnover forecast. expectations and standards. We will provide unique, novel concepts that develop new + existing businesses- whatever the shape or size. IMPLEMENT A 40% USAGE OF ENFORCE + EMBRACE CULTUAL IDENTITY SUSTAINABLE MATERIALS IN ALL WITHIN PROJECTS. PROJECTS In times where discrimination is rife, it is deeply important for us to celebrate different cultures As consumers become more environmentally and and the diverse society we live in. Therefore we aim socially aware about the choices they make, we for each project to feature a cultural aspect, that are too. By the end of 2020, we hope to increase highlights the brand / client. We will do this in the this percentage as we go into 2021. This will depend on availability of products and trends. B U S I Nhope to make the industry more globally aware.
Financial SummaryFINANCIAL SUMMARY N E S S2A0I M2S0
2 COMPANY PROFILE
Synopsis Dantier + Balogh is a multimodal design studio based in London, Hertfordshire and Cornwall that specialises in hospitality, residential and brand experience design. We are a passionate design team who believe that the synergy between branding and interiors, is what truly makes a client’s business thrive. We provide unique, novel concepts that develop new + existing businesses- whatever the shape or size. Our main goal is to create functional environments for clients with a variety of needs, that are also fun, distinctive and most importantly memorable.
About Us Dantier + Balogh is led by collective Jacqueline Laszlo Dantier and Laszlo Balogh. The pair have graph collaborated together on an expanse of design workin projects, ever since they met whilst studying as an at university. Possessing a rather mixed himse cultural heritage themselves - hungarian, visual mauritian + british - the pair celebrate final p different cultures and encourage a strong his e use of cultural-identity in their projects. design create ORIGINS Whilst carrying on the motif of culture, their love for gastronomy and food trends, ultimately inspires and guides their own expertise in design- culminating in bold + fresh design concepts.
Y UM ! After graduating from Falmouth University, in interior architecture and design, Jacqueline Dantier co- founded the design studio. With previous experience working in hospitality, she understands the needs of both customers and employees. Jacqueline gets her vivid inspiration from her thirst of knowledge for different cultures and worldviews, that influence her final design solutions. o Balogh is an award-winning hic designer and illustrator. After ng in the world of advertising n art director, he familiarised elf with the entire process of l branding, from initial concept to polished outcome. He combines expertise in illustration, graphic n and conceptual creativity, to e an overall branding solution.
NewquayAt the start of the business’sHertfordshire launch, we will be operating out of 3 key areas: our home counties- Cornwall and Hertfordshire, as well as the London, the captial. As we are already familiar with the communities in Cornwall and Hertfordshire, it is appropriate to base ourselves here, in order to penetrate local smaller businesses. Additonally, London acts as the prominent financial & design hub within the UK, which makes it both a location for inspiration and constant property development. The business will begin as home- based and is expected to remain in this structure through at least the two years. However, meeting rooms/ shared office spaces in London will be hired, if and when appropriate. W H E R E AWREE
London EE L O C A T E D
BRAND EXPERIENCES HOSPIT RESIDENTIAL S PA C E
We provide a complete interior design service encasing each and every aspect of a clients project. Our design offer always considers the site, the brand, the staff and most importantly the user and their experience. The 3 main areas that we are set to cover, are stated on the left: choosing these areas, as we have experience working in each sector. Whatever the nature of the hospitality venue - whether clients need a rebrand, or are starting an enterprise from scratch- carefully considered, professional design can have an improving effect on any given business’s customer experience. Experiential ways of marketing, like brand experiences, can incorporate interior design at its core - a unique installation, or a stylish pop-up store will welcome more visitors ALITY from the street than you would imagine! Lastly, creating residntial design allows us to incorporate client’s unique tastes and styles, that will take their home to the next level, incorporating new, exciting and innovative ways to represent them and their families.
Specifically, the different types of projects we cover in hospitality are shown on the left. The design studio strategically examines the brand and as a result conjures both interior and branding concepts. We do this to propel the brand’s current position, as well as their future. The business acts as a core service- offering both interior and branding solutions- or both if needed. We transform a variety of spaces; from empty shells to existing buildings. In order to do so, the design studio executes specific elements, in order to provide clients with an overall completed scheme (shown on right).
Site visit + analysis Art Direction Concept Design Brand Identity Graphics + bespoke 2D CAD plans Space Programming artwork 3D visualisations + Logo creation / development walkthroughs Technical Details Signage Furniture, fixtures + Menu design equipment pack Packaging + stationery Material specification Website generation UX/ UI design Tendering Motion graphics On-site Construction Social Media content management creation Post Completion works
06. STATEMENTS OUR BELIEFS Sustainabilty Equality Modern Slavery Act Privacy policy
Ethos //OUR ETHOS
3 TARGET MARKET
Ideal customer Dantier + Balogh has a defined target market client that will be the basis of building this business. This client is identical for both the residential and commercial projects. We will be targeting both indiviuals and small businesses, who are at the early stages of their venture. Their typical age range would be between 20-50, male or female, having an interest in eating out, socialising, travelling & attending new events. Their occupations vary from restauranteur, property developer, entrepreneur, retailer + F&B companies. As they are in the infancy of their businesses, they will need interior and branding services- if not one aspect, then both. We penetrate through social media outlets to attract, this new, fresh target market.
Geographics Our customer base will mainly be centred around the captial , London, as most development and new businesses use this location as a springboard. We predict that this will be in already developed areas such as, Soho, Shoreditch & Westminster. However, areas where gentrification is taking place, such as: Camden, Colindale, Forest Gate, Acton, Hendon- we expect to also be main areas of work. Besides development in London, lots of Northern UK cities have been going under extreme development and changes over the past 8 years. Therefore potential clients in cities such as Manchester, Newcastle, Birmingham and Sheffield, will be targeted,asthepotentialforgrowth is 2nd highest here to London. Lastly,clientsinthehomecounties, Cornwall & Hertfordshire, will be found easily through word of mouth and local groups. Naturally, there are less design services in these areas, making competition less. And although property developmentisnotsurginginthese areas, when prospective clients research for interior design services, D+B will be one of the few- and the only one that offers both branding and interior design.Therefore making our company a more attractive option to our client base.
4 UNIQUE SELLING POINT
As stated before, our main aim at Dantier + Balogh, is to provide a fusion of both interiors and branding, to give the most cohesive outcome. We see many design studios, focusing on just the interior space, and the branding is always an afterthought. These lead to final outcomes that are confusing and detract from the users experience. In order to make sure this does not happen, we will strategically examine the clients brand and “ W e are a passionate design work alongside each team who believe that the department at all synergy between branding stages of the project and interiors, is what truly development. This ”makes a client’s business will avoid producing thrive. both a branding and interior package- but rather an overall solution. Therefore our USP is to provide tailored solutions to each client, in order to meet an equilibrium.
5 MARKETING PLAN
Market Research
3,148 Followers 6,873 Followers The Competition These examples are a selection of companies that have a range of aspects that make them leaders in industry. Harrison is a hospitality design studio that has completed over 60 projects, on a global scale. Their main strength is their presence within the industry- as they are one of the biggest hospitality providers, therefore making them trustworthy to new clients. However where they fall, is on their social media marketing. Whilst companies such as X+living and B3 designers excel, Harrison does not. B3 designers have very strong online marketing techniques and excel when on their social platforms- having nearly 3500 followers on instagram. Although their schemes could be deemed repetitive in style- making this their downfall. A practice that implements unique, quirky concepts is , X+Living ; their approach adapts per project to create a scheme that is never like the last. They also have a strong presence on instagram with almost 6900 followers. Aside from commercial interiors, I-AM agency are the only company to also provide brand experiences and events; subsequently making their offer much broader than the formers.
I NE DX UP SE TR RT YS CLOCKWISE FROM LEFT PAGE: Harrison- .Birmingham & Lon- don, Dallas, Dubai .Hospitality B3 Designers Ltd- .London .Hospitality I-AM design agency- .London, Istanbul, Dubai, Mumbai .Brand experiences + Commercial X+Living design firm- .Shanghai .Commercial + Retail
Instagram advertising The saying “The power of the internet” has now evolved into “The power of social media”, with instagram having 1 billion users worldwide. Instagram adverts can be completley tailored our specific target audience by: location, interests, demographics and behaviours. Facebook advertising Facebook is still the market leader amongst social media- having over 2.5 billion users worldwide- 45 million of which are in the UK. Dantier + Balogh has to potential to run adverts of our work, and reach approximately 40 million indiviuals in our target market. Video marketing YouTube is the second most visited site, therefore potential for exposure is extraordinary. It is the best channel to use for vlogging- a method that has replaced old-school blogging. It will also boost SEO, build traffic and brand awareness, expand our social reach & market to audiences overseas. This outlet also has the potential to grow into an income source as well. Website A vital part of our digital marketing strategy is our website. For the biggest impact, we will make sure that the website is user friendly and is responsive on any device. As we are using Squarespace as a website builder, we are able to track analytics such as user’s location , no. of site visits , page views and visitors via social media platforms. SEO & Google ads In order for www.dantierandbalogh.com to achieve a high organic listing on search engines such as Google, it will conduct search engine optimisation to ensure the website achieves a high ranking in relevant search engine queries. Additionally, we will run google adverts to promote the website and make sure it is at the top of the search engine; for example if users type in “hospitality designer london” , “brand experience designer” or “interior designer hertfordshire”. MSOTNARRLAIKNTEEETGINIEGS
FMFALIRNKEESTITNRAGTEGIESCompany Pitch Brochure For sales literature, a simple and professional looking brochure will be available to provide to referral sources, leave at seminars, and on a select basis, use for direct mail purposes. Events & Tradeshows Networking with other industry leaders and prospective buyers can provide a great opportunity in practice. With Londonbeinginclosedistance,wewillattendupandcoming eventsinthecitythroughouttheyeartoconnectwithpeople in the restaurant, hotel, design and property industry. Business Cards While looking at a business card people form an opinion of a brand. A good business card says more than just contact details. It is important to design a card creatively as it hugely contributes towards brand awareness. We will hand these out during face to face networking. Direct Marketing Direct word of mouth represents an important form of communication for our brand in its beginning stages. This method involves personal selling, both in person and via LinkedIn. Public & Press Relations Running print advertisements is another method for getting in front of more potential customers. This method will be used once we have undertaken 3 projects, in order to gain a sufficient amount of images and information to advertise. These will then be displayed in local home & lifestyle magazines, as well as restaurant & food magazines within the UK market.
07. BUDGET Instagram Advertising / month Facebook Advertising / month Video Marketing / month Website via Squarespace / month Google Ads / month Company brochure / month Events & Tradeshows / month Business Cards / month Direct Marketing / month Public & Press Relations / month TOTAL COST / ANNUM £9
6 FINANCIAL PLAN
Pricing Strategy The studio will adopt a competitive pricing strategy : we will charge clients an amount that is competitive to that of other designers and design studios. We will try to beat their prices, whilst offering the same level of service. The intent is to make up any lost profit margin in volume. Initially in the first 3 years of the business, we will charge clients on an hourly basis. For example, a calcuation of time spent on a project will be made (in a breakdown of days and subsequent weeks) and then multiplied by an hourly rate of £60 (J. Dantier) and £50 (L. Balogh), to give an overall cost. After the initial first 3 years, a fee percentage structure will overtake the hourly charge system, as projects will be readily available and in place. This allows for ease and gives the client a reasonable indication of total design fees, whilst also allowing for some flexibility if the project scope is increased.
SALES FORECAST Thesalesforecastforyears1,2,&3 havebeen calculated by a number of different factors. One being the total number of projects forecasted this year: 6 in total. Additionally the hourly fee structures of £60 / hr and £50 / hr have been taken into consideration, for a 6 week interior design phase project, alongside a 3 week branding package for said project. Thereby an estimation for the first year would see £130,400 in sales. Assumptions There are numerous elements that alter each months projection, as stated below: First quarter expected to see little progress as
Studo Expenditure Summary
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