Draft Business Plan

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Educational Partnerships in Africa University of
East London Durban University of
Technology Graphic Design Incubator
Project Funded By The British Council Project
Managers Piers Carey (DUT) and Tony Hudson
(UEL) Presentation Rowan Gatfield and Piers
Carey
Draft Business Plan
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Introduction
This project links the Department of Visual
Communication Design at Durban University of
Technology (DUT) with the Continuum unit for
Widening Participation at the University of East
London and the Creative Way Lifelong Learning
Network, which specialises in the Creative
Industries in the Thames Gateway area in England.
This presentation reports on the progress to
date. The project intends to establish a
working Graphic Design Studio within the Graphic
Design Programme, at BTech level ( Honours), to
provide Work Integrated Learning and real
experience for students. The intention is to
establish work in the studio as a successful
educational element in the programme, which will
enhance employability and entrepreneurial skills
amongst our students. Secondarily we intend that
it should provide third-stream income and
stimulate research within the department.
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The Context for Work-Integrated Learning in
South Africa
Work Integrated Learning (WIL) is now a
requirement in all courses at South African
Universities of Technology (UoTs), in order to
enhance employability and promote
entrepreneurship. These are of critical
importance in a context of the AIDS Pandemic
and numerous health issues declining aid flows
and global recession 40 (?) unemployment decl
ining academic preparedness amongst
school-leavers financial hardship amongst
potential and current students ignorance and/or
negative perceptions of the DUT and the
discipline Widening participation in Graphic
Design in the SA context particularly depends on
tackling at least the last three factors.
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The WIL Status Quo
Difficulties with the Standard Placement
Model Graphic Design Industry rejects Work
Placement. Local Graphic Design businesses are
small (typically 1 10 personnel). They
cannot spare staff to mentor or
supervise. Investment of time and energy in a
short-term placement is seen as wasteful.   The
Graphic Design Programmes Response Industry
simulation WIL model Industry representatives
set, mentor, and criticize projects in
collaboration with lecturing staff. Students
work with practising Creative Directors. 80
of applied projects in Third Year. Partners
include Garth Walker Design, Disturbance
Design, TBWA, Amnesty International, the Sunday
Tribune, Mr. Price Stores and House and Leisure
magazine.  
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Objectives of this Project
Primary To establish a work integrated learning
environment for Graphic Design Education that
attempts to replicate a real time/ real life,
Graphic Design and Advertising business
experience. This includes student engagement with
all spheres of the business, including final
production processes and day to day management,
thereby increasing employability and facilitating
entrepreneurship. To broaden relationships with
employers through mentorship and design brief
exchanges. To generate third stream income for
the DUT and for students. Secondary To broaden
relationships with industry suppliers and
associated industries. To serve as a research
and development testing ground and demonstrator
for further DUT/WIL projects.
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Objectives of this Project
To preserve the integrity of the DUT and the
Department of Visual Communication Design through
sound business practice and conduct. To generate
capital to sustain the studio beyond the 18 month
marker. To establish relationships with
employers, the two target academic institutions,
the DUT and UKZN, and clients by Dec 2009. This
will be achieved through a series of launches and
a promotion campaign.
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Target Markets
DUT faculties and departments requiring
non-corporate visual communication and design, in
strict adherence to the DUTs Corporate Identity
Specifications. University of KwaZulu Natal and
Mangosuthu University of Technology faculties
and departments requiring non-corporate visual
communication and design, again in strict
adherence to Corporate Identity
Specifications. NGOs and non-profit
organizations, Advertising and Design Studios
mentored agency brief projects
online logo, illustration and photography
bank Strategically the target clientele is
structured to circumvent conflicts with industry
and the DUTs Design Studio.
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Studio role as a profit generating concern
The studio will aim to offer quality visual
communication design, servicing the greater
Durban area. It will position its price point
competitively in the marketplace. However profit
margins will not equate to that of industry given
the slower turn around times of jobs. Lecturers
will continue to facilitate learning and
assessment and to offer necessary tuition. The
studio will also undertake to avoid conflicts of
interest with employers and the Graphic Design
and Advertising Industry wherever possible, and
would prefer to take a supportive position.
This could include assisting on pitches,
over-flow work, taking over unwanted briefs or
working with agencies and design studios on a
research/project basis.
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Service Offering
Primary Below-the-Line Media including
packaging. Secondary advertising, online
publishing, new media ambient media,
environmental design, information design,
illustration and in-house photography. Possible
Digital video and editing, stop frame and Flash
animation, and interactivity. Specialist skills
and product development depending on student
research areas. Online logo, illustration and
photography bank. Large format and A3 digital
printing service for students and staff at the
DUT, dependent on funding. The purchase of this
equipment will not only remove the need to
outsource digital proofing from the studio, but
will serve as a very necessary source of income
to build capital.
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Business Philosophy
First commitment is to education A generalist
service offering. The Studio is well positioned
to begin campaigning to assist in 2010 Soccer
World Cup pitchwork and related briefs as of
January 2010. The studio will be situated within
the BTech (Honours) Year framework. A combined
wealth of knowledge concerning the running of a
Graphic Design Business exists amongst DVCD
staff. The staff are well placed to facilitate
research, product development and issues relating
to the day to day supervision of the studio,
regarding business, creative direction, print and
video production. Low overheads and small
accounts Protected working environment
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Marketing Strategy
Building the Studios brand in association with
the DUT brand offers advantages and
disadvantages. Recent negative publicity
surrounding the DUT brand concerning safety and
stability does pose some significant perception
hurdles. The DVCD has worked hard to raise its
profile in the public eye and has achieved many
recent accolades, being recognized as Institution
of the Year for 2006 and 2007 at the South
African Sappi Think Awards. The branding,
marketing and communication, and service delivery
of this fledgling brand will need to be that much
more assertive and precise in order to sustain
growth. A South African studio for a South
African Market place.
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Marketing Strategy Perceptions
The Graphic Design and Advertising Industry
Perception The studio positions itself in a
supportive role. It should be perceived as
supporting the industry a potential source of
fresh and innovative ideas an opportunity to
contribute to education a welcome addition when
work loads overflow. A mentorship programme
could be developed to strengthen relationships
between students and potential employers, and to
encourage industry support and participation. The
studio could also be seen to be providing a
research and development service.
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Marketing Strategy Positioning Platform
A funky, young, distinctively South African,
conceptually, strategically, craft driven,
student focused, design and advertising studio
that serves to close a longstanding gap in
graphic design education at the
DUT. Knowledgeable about both the Youth Market
and previously marginalised cultures.
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Marketing Strategy - Competition
The immediate competition are those in DUT and
UKZN that are producing visual material
informally, i.e. outside the structure of the
Corporate Identity programme, and not through
internal design services or external design
studios. Vega Brand Communication School to a
small extent given that many studios in Durban
facilitate, internships and work integrated
learning focussed projects, with Vega
students. Internal design studios within NGOs and
tertiary institutions Xerocopy Centre at UKZN
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The studio aims to match the lower end of
professional/industry pricing structures, but
understands that students will take longer to
produce the same solutions. To this end prices
quoted will not match time spent. Pricing does
play an important role in this strategy but not
at the expense of good education opportunities.
Customers should ideally feel that they are
receiving a quality solution for slightly more
than they expected to pay. This position is based
on a common perception by the public that student
work is cheap.
Marketing Strategy - Pricing
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Proposed Location
After much consideration the Loft on the
second floor of the City Campus has been chosen
as the proposed location for the studio. The
Interior Design Department has agreed to run a
student project to offer interior design
solutions to the studio layout and aesthetics.
The space will need to fulfill key criteria The
work experience should be reflected in the space,
true to those spaces in industry. Creative
professionalism, a little intangible, yet
professional. Earmarking a customer parking space
on the south side of the building. The fact that
the DUTs Design Studio is on another campus
assists in psychologically separating the two
service offerings.
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Role Players Significant Milestones
Role Players The Business Plan has been
informed by engagement with various industry,
legal, education, business and administration
advisors both in South Africa and the
UK. Significant Milestones 1/07/09 FACE
Conference 20/07/09 Develop Brand Identity and
Stationery - Student Project 17/08/09 Interior
Design - Rob Garretts Design Proposal
31/11/09 Relationships with employers and
clients established 1/12/09 Launch to DUT
05/01/09 Doors Open 30/02/10 Launch to Industry
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Marketing Strategy Primary Communications Message
Build graphic design education by giving us
your advice, support, and business. The
advertising and design industry, and the tertiary
education fraternity in Durban have a key role to
play in facilitating experiential learning.