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Case study of a graphic designer from Austria

Thinking about expanding the range of services, the idea of our Austrian client (graphic designer and art director) for her innovation project was clear: start offering decoration and other supplements for parties.

The company

Iris is a graphic designer and art director. She develops logos and corporate designs for companies, offers packaging design and conception as well as implementation of classic tasks such as advertising campaigns, posters and TV spots.

Iris is a freelancer working closely with copywriters, photographers, illustrators and producers, and takes over the production monitoring within larger projects. Iris used to work for well-known advertising agencies and now brings her knowledge acquired there into her own projects and services as a freelancer.

hi, (Haberzettl Iris) stands for professional implementation and she is very well established on the market. Now it's about the next step. Iris wants to expand her range of services.

The innovation

The idea for the innovation project was clear: In a first step, Iris will start to offer decoration and other support for parties of all kinds.

Main outcomes from the Business Model Canvas session:

 Key Partners are: florists, event location services, catering services, technicians, confectioners, caregivers, musicians

 Key Activities: Planning and budgeting parties, both for private individuals and for companies: various packages are offered from low budget to full takeover of a complete package

 Key Resources: Personal recommendations, common social media platforms, use the regionally available services

 Value Propositions: High-quality packages that are purely tailored to individual needs (wishes): high level of individual planning together with clients and high transparency of costs during the whole planning process; low budget clients are treated with the same care
as those with higher budgets (but they are offered to take over parts of the package themselves; such as home-made cake, child-care, etc.)

 Customer Relationships: Iris uses her ability to network, has a wide circle of friends and activates earlier professional contacts with the event sector and the advertising industry

 Customer Segment: as broad as possible (private contacts as well as professional ones)

Iris has now a clear idea of how her innovation will become a market success. Her slogan is: You should celebrate your festivals as you please!

Celebrations are some of the core aspects of any culture. Whether it is a wedding, a birthday party, a religious holiday, or a national observance, our celebrations are woven tightly into our overall cultural identity. To please the main characters of these celebrations (and yourself), the unnecessary stress that often accompanies the previous planning and preparation should be kept as minimal as possible.
The customer should prepare for a happy event and Iris promises to do the necessary work in the background.

Whether corporate event or wedding party - they create feel-good atmospheres in a complete package: from the location search on to the stationery including graphic design, the culinary tasting and decoration or the choice of the right music, the supporting program and give-aways. They think big but won’t forget the many little things that characterize an unforgettable party! Individually, forward-looking, creative, unconventional and equipped with a great dose of passion, they support individual wishes and ideas, ready exploring innovative possibilities and perhaps undiscovered paths together with the customer. Whether it is the complete planning or only single components: they think in an open minded way and provide professional support on all levels needed.


Their main aim explained with the well-known citation of France Gall: "That was a nice party! Darling, oh that was bon! "
 

The impact

- Innovation Focus: Lean innovation management and the concept of “Minimal viable products/services” will play a key role during the further expansion of “hi,”; Iris will focus on core packages at different levels, improved processes and new marketing approaches.
- Failed experiments will be regarded as a source of learning (e.g. she will react faster if partners are not reliable)
- Iris will systematically encourage, explore and reward creative thinking together with her customers, partners and suppliers
- Clear focus on “Learning by doing”

Link

http://www.haberzettl.wien