BUSINESS OF DESIGN • Case Study Analysis • Fall 2019
Instructions
Choose a design-related business about which you will analyze the business model and management function. This can be about a business of any size, from an individual person (aka sole proprietor or freelancer), small or large firm, corporation, etc. Case studies must be written about a company for which design is a core component of their business.
Type your answers directly below section. The sub-questions below each section are meant as prompts. You do not necessarily have to answer all of them directly, and you may expand beyond them as well. You may use an essay style of writing or more business-like bullet points, or a combination of both. Review the Business Model Canvas book excerpt (posted on Canvas) for further guidance.
Case Study Analyses must be submitted as Word or PDF documents on Canvas. They cannot be handwritten. You must use this template and leave the questions on it. Cite your sources at the end of this document.
PART 1: BACKGROUND
1.1: Business/Organization Name:
1.2: Type of organization (graphic design firm, ad agency, illustrator, etc.):
1.3: Organizational Structure: How many employees are at the company? How are the roles organized? What type of entity is it (sole proprietorship, LLC, corporation, etc.)?
PART 2: BUSINESS MODEL CANVAS
2.1: VALUE PROPOSITION(S)
What is this company’s value proposition? What makes this organization unique and/or important? What value do they deliver to the customer? Which customer needs or problems are they satisfying or solving? Do they approach design in a unique way or have an innovative/unusual design aesthetic?
2.2: CUSTOMER SEGMENTS
Who are this company’s customers? Be as specific as possible. Is it mass market, niche market, segmented, diversified, or multi-sided? How would you describe their target market as it relates to demographics, geographic areas, behavior or psychographics?
2.3: CHANNELS
How does this company reach and sell to their customers?
2.4: CUSTOMER RELATIONSHIPS
What type of relationship does the company have with its Customer Segments? Is it personal, automated, self-service, in community, co-created? How do they attract and communicate with their customers through marketing and communication? What do you think their customers feel about the company or brand?
2.5: REVENUE STREAMS
What are the company’s various revenue streams? In other words, how does the company make money? If they have primary business, secondary business, etc., address those. How much does each Revenue Stream contribute to overall revenues? (This can be an estimate.)
2.6: KEY ACTIVITIES
What are the key activities that this company does in order to be successful?
2.7: KEY RESOURCES
What key resources does the company need to operate and be successful? These can be physical, intellectual, human and financial. In other words, what couldn’t they conduct business without?
2.8: KEY PARTNERS
Who are this company’s key partners? This could include suppliers, joint ventures with other companies, competitors, distributors, etc.
2.9: COST STRUCTURE
What are the most important costs inherent in this company’s business model? Which key resources and activities are most expensive?
PART 3: MANAGEMENT
3.1: External Environment: What are the current market conditions for this company’s industry?
3.2: Competition: What is the main competition for this organization? Is it local? National? How does this organization compare to the competition? Be specific – if this company were competing for business among two other people/companies, who would those business be? How would your chosen company distinguish themselves?
3.3: Challenges: What do you see as the key challenges facing the organization (legal, ethical, regulatory, leadership, marketing, visibility, financial, etc.)?
3.4: Opportunities: What opportunities does the organization have? If you were in charge, would you do anything to improve the organization?
3.5: This company and you: Could you see yourself working at this company? If so, in what capacity and how? If not, why not?
SOURCES OF INFORMATION
Cite all sources including research (publications and websites), interviews, guest speakers, and site visits. Note: Wikipedia is NOT an acceptable source for academic work.
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