Design Business School.

Transcription

1 Design Business School. The Design Business School is a unique way to learn while you earn.

2 The Design Business School helps you learn while you earn. The DBS has been developed by Greg Branson and the Design Business Council. The program was created to keep design studios current with the changing role of design in business. And because it s hard finding time for professional development while meeting the demands of a busy studio, we ve combined the two. At the Design Business School, studio owners and employees can do the program together, using learnt skills to develop the business. The content is based on workshops, seminars and mentoring; written specifically for Australian design studios. It s delivered online in four, eight week terms. That means the course can be done where you want, when you want with however many people you want. The whole studio can enrol or you can take the course yourself, either way, it s the one fee.

3 Design Business School Professional development and business growth At the Design Business School, studio owners and employees do the program together, using learnt skills to grow the business. There s a minimum of theory and an abundance of practical work. All content extensively trialled The online program is based on workshops, seminars and mentoring written specifically for Australian design studios and trialled with hundreds of studio owners over the past two years. Online flexible delivery It s delivered online over four, eight week terms. That means the program can be done where you want, when you want with however many people you want the whole studio can enrol or just the ownwer/s can do the program Mentoring and support Each studio is mentored by Greg Branson who has 30+ years of design management experience. Greg s insights into Australian design studios is an invaluable resource he has mentored hundreds of designers across Australia and understands design business nuances in each state. Before and after each term there is a one-on-one meeting with Greg to set the parameters and measure results. is simple. You have to demonstrate that your studio performance has improved and/or the studio has gained new business to a value greater than your commitment of time and money. In short the course becomes a fee generator. Costs Enrolments are made one term at a time. You cannot advance from one term to another until you have shown a positive return on investment Cost per studio per term $3,500 + GST. Your whole studio can enrol or you can take the course yourself, all for the same fee.

4 Design Business School: Term 1 and 2 TERM 1 : Your place in the Australian design industry to term: TERM 2 : Selling design value Topic 1 The Australian design marketplace Design value Competitive advantage begins with understanding your competitors. How many you have, what size they are and what services they offer these questions can be answered by understanding the design industry. to term: Selling traditional design services is a transactional activity. Selling design value takes the transaction to a relational level. This term outlines ways you can change the way clients perceive your business. Unit 1 Profiling your studio, analysing how it fits in the industry. Strengths and weaknesses wheel. Unit 2 Analysing the talent in your studio. Your design value proposition (dvp). Unit 3 What is a design business model? Completing your Design Business Model Canvas (DBMC). Unit 4 Developing a unique design business model. Note: only 3 units for this topic Survey staff satisfaction before and after. Measure productivity gains before and after. Topic 2 The competitive landscape Designing demand The second stage of gaining competitive advantage is to analyse and understand your clients. This topic adds your client knowledge to competitor analysis to identify your competitive advantage. Unit 1 Analysing your clients. Marketing design services. Write submissions to show how client value is added by design. All key staff communicating your design value to clients. Studios are finding that it s no longer sustainable to rely on organic growth. During this topic you devise a way to design demand for your studio s services. Unit 2 Understanding your clients empathy mapping. Strategy for marketing a design studio. Unit 3 Analysing your competitors. Note: only 2 units for this topic Completion of four empathy maps that can be used to pitch new business. Topic 3 Your vision for the business Selling design value Unit 1 Your vision for your self and your studio is one of the things that makes you unique. This topic helps you define your onlyness and outlines how that gives you a competitive advantage in a crowded marketplace. to the vision, mission, values, purpose statements. Design demand strategy implemented and amount of new business measured before and after. This topic is all about showing clients how design adds value. The material explains how to unlock the client s perception of value and then demonstrates how they can get a higher return on their design investment. Understanding evidence-based design. Unit 2 How to develop your vision and mission. How to show return on design investment (RODI). Unit 3 How to develop your values and purpose statements. Note: only 2 units for this topic Measure staff understanding of business vision before and after. Measure productivity before and after. Term one ends One-on-one session with studio owner(s) Revised strategy and RODI now included in all job pitches. Measure improvement in pitch success. Term two ends. One-on-one session with studio owner(s).

5 Design Business School: Term 3 and 4 TERM 3 : Capturing design value to term: TERM 4 : Design integration to term: Topic 1 Design value and pricing The Design value chain Businesses capture value by converting raw materials/ labour into products/services that cost less than the input costs. This term shows how designers can add value through the use of design; and how to capture and keep some of that value-add. Integrating design into every aspect of a clients business means more work for design businesses. This topic explains how design value can be added to a business and how to pitch a business case for design integration. Unit 1 Capturing design value. to a design value chain (DVC). Unit 2 Business finance basics DVC case study Unit 3 Examining a studio P+L and a job P+L. DVC / service design / customer experience design. Unit 4 How to develop a pricing strategy. Premium pricing. Developing a DVC for a client. Increased real hourly rate on all jobs. Presentation of DVC to two clients. of two new projects into the studio. Topic 2 Value for clients Design in business Every client has a value chain based on 10 activities they do in creating a product or service. This topic shows how analysing a client s value chain helps them capture value in their business. Unit 1 Understanding value chain analysis. Understanding business strategy. This topic shows how to move design from being an afterthought, added after a product or service has been developed. The material explains how design can be integrated into business at the strategy level. Unit 2 Analysing a clients value chain. Analysing a business strategy and developing one for a client. Unit 3 Analysing a customers value chain Preparing a business case for design that demonstrates how design is integrated into a business strategy. Topic 3 One client value chain analysis prepared as a client submission. One new project. Presentation of a design value business case to a client. Two new projects. Design business excellence Note: only 2 topics in Term 3 Many inhouse design departments are demonstrating the value of design by developing design business excellence case studies. This topic shows how design agencies can also use case studies to communicate with their clients. Unit 1 Unit 2 Term three ends. One-on-one session with studio owner(s). What is design business excellence? Demonstrating design business excellence. Design management excellence infographic sent to 10 clients. Two new jobs. Wrap up: meet with studio owners.

6 About Greg Branson Greg has 30 years experience in managing an Australian design studio, building it up from two people to a team of 13. In 2005 Greg established the Design Business Council to share his expertise in design management with other designers and to help business owners use design more effectively. Since then he has worked alongside a range of Australian design studios and businesses. He mentors, runs bespoke internal workshops for design studios of all sizes as well as publishing online courses on a range of design management topics. It s not an accredited course which means there s no bureaucracy. The payoff for the participants is not an accreditation issued by a university, it s increased business performance and more high end design-in-business strategy. What you will gain from the Design Business School business growth improved studio performance motivated staff higher staff satisfaction better understanding of competitors better understanding of clients new business development strategies tools to sell design value develop a design value proposition analyse a clients design value chain key staff aligned on building the business higher hourly rates higher levels of productivity understanding of business strategy tools to integrate design into every part of a clients business

7 About the Design Business Council The Design Business Council helps designers develop business knowledge and skills to strengthen their business. It does this through publications, workshops, E-courses and mentoring. More about the dbc can be found at designbusinesscouncil.com Got questions? Call Greg direct on