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Design as a competitive weapon

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A presentation geared towards artists, designer and other self-employed individuals on how they can use design strategically to help grow their small businesses.Presented on Sept. 19, 2010 at Lil' Biz, the small business conference for Puces POP (POP Montréal International Music Festival) by Janice Wong
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Design as a competitive weapon The value of design for small businesses Presented by Janice Wong Sun. Sept. 19, 2010
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Page 1: Design as a competitive weapon

Design as a competitive weapon

The value of design for small businesses

Presented by Janice WongSun. Sept. 19, 2010

Page 2: Design as a competitive weapon

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What is design?

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How strong design creates added value

1. Superior products

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Superior products: Apple

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Superior products: Penguin Books

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Superior products: Handmade goods

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How strong design creates added value

1. Superior products 2. Happy customers

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Happy customers: Puccino’s Coffee

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Happy customers: Pastry Training Centre of Vancouver

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Happy customers: Threadless Tees

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How strong design creates added value

1. Superior products 2. Happy customers3. Stronger brand image

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Stronger brand image: POP Montréal

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Stronger brand image: Obama ‘08 campaign

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Stronger brand image: La Charcuterie

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Design methodologies

1. Focus on people

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Focus on people: Bread & Butter Skincare

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Focus on people: Swiffer

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Design methodologies

1. Focus on people2. Iteration & prototypes

Page 19: Design as a competitive weapon

LUNCLUNCHHTRATRAYYSS 24

VVEGETEGETARIAN SANDWICHESARIAN SANDWICHESV1 Aloo chole- chickpea, potato goat cheese, ciabatta�14V2 Anglo- tikka, yogurt chunky vegetables on garlic bread 15V3 Bhaji sliders- shred potatoes, peas, curry, potato buns�14V4 brinjal- eggplant, potato curry, tomato, feta, ciabatta 12V5 buddhaboy- fried brussel sprouts, haricot vert, gruyere 16V7 Cornell I - grilled mushrooms, mozzarlla, tomato, ciabatta 15V8 Cornell II -griddled eggplant, mozzarella, marinara, ciabatta 14V9 Eve- avocado, grilled tomato, white russian, wheat toast 9V10 Hyatt- tomato, avocado, green chile, cheddar, jack, 7 grain�12 V11 Uncle Bruce- blue cheese, peanut butter, vegan sausage, toast 12 V12 yummy-mozzarella, fried brussel sprouts, spinach 14

N1Amarillo-pulled pork,red salsa, jack, garlic bread�13N2 ATW-bbq pork, bacon, onion, cheddar 15N3 Alamo- chorizo, guacamole, pimento, grilled cheese 12N4 Black tar- maple bbq pork, garlic, leek, jack ciabatta 16N5brigitte-chick salad, avocado, tomato, garlic bread 12N6 Cobb- chicken, blue cheese, bacon, avocado, toast 16N7 Cuban -pressed pork, swiss, ham, pickles, mustard 15N8 Daniel- flame grilled chicken, beef chili, jack, toast 16N9 Edmonton- tuna, cheddar, avocado, spicy garlic bread 12N10Gallant-turkey, bacon, avocado,cranberry mayo,ciabatta 14N11Gidget- tuna salad, avocado,tomato, garlic bread 12N12Greekboy-brisket, tapenade, pignoli,onions, feta, tahina 14N13gulf pride-bbq shrimp,avocado, cheddar, garlic hero 15N14 Indian boy- lamb curry, pistachios, peas, potato, ciabatta 19N15 Indian girl- 3 sliders potato bits, tomato biryani gravy 16N16jewboy -bbq pulled brisket, grilled onions, swiss 14N17Jihadboy -beef, pomegranate, olive, feta, pistachio, tahini 14N18 Luke’s lunch�-bbq pork, chili cheese fries,ciabatta 14N19 Luke’s lunch�-lamb,fig curry, chili mozzarella fries 19N20 Monte�- french toast, turkey, ham, gruyere, strawberry 15N21 Monte�-frenchtoast,chicken,brisket, swiss, strawberry 16N22 NYC-cheeseburger hero; corned beef hash 17N23 Patois- jerk chicken, fried onions, feta 14N24 po’boy- shrimp, lettuce, tomato, onion, tartar 17N25 po’girl- chicken, mozzarella, pimento, pesto 16N26 rooster-chicken,cheese garlic bread, avocado 14N27Savannah- turkey mushroom gumbo, toast 12 N28S’mo-bbq pork, mac’n cheese, fried onion 15 N29 Sindhi- chicken, potato, pea curry, cashews 16N30 3 little pigs- green chile pulled pork sliders 15N31 Tickleme- jerk beef, goat cheese, cashews 16N32turkey -bacon, swiss, lettuce, tomato 14 N33 Ziggy-chicken, artichoke, eggplant, feta 18N34 ZZZ-turkey, sausage stuffing, tomato 12

VVAA RIOUSRIOUS SIDESSIDESmac’n cheese 8hush puppies 7arepas 8garlic bread 3bbq duck wings 5

�chicken, vegetable gravy�duck wings and tahina� rye toast grilled swiss cheese�poutine L18

�potato pakora� foul medames� falafel L14�pita bread

�chilli, cheddar fries�chicken schnitzel�oxtails�pork tamale L15

� corned beef hash�poached eggs, rye toast� cilantro arepas L6�mac’n cheese pancakes

� fried onion pakoras�spinach tater tots� tomato baba ghanoush�mushroom barley L9

� pasta bolognese�spinach bacon salad�pesto garlic bread�pork tamale L2

� tofu vegetable curry� tabbuleh, tahina�panko fried avocado�creamed corn L22� pork tamale �banana guacamole �black bean lime rice�duck quesadillas L23� long beef enchilada

�skyline chili dog �bacon fried rice� raspberry, satay fries�duck dumplings L20

� coconut fried shrimp�chunky chocolate crepe� chickpea potato curry�savory duck legs L3

� sliders L16�corn quesadilla� spinach potato lace�cinnamon donuts

�spinach latkes� tabbuleh, tahina�mozzarella en carozza�parmesan pita L5

yin/yang soupsyin/yang soups 24

tues-fri 9:00am-2pm sat 9:30am-2pm www.shopsins.comwe cannot accommodate severe food allergies

cash only

VEGETVEGETARIAN PLAARIAN PLATESTESV13 AARON- AARON- eggplant potato curry, chickpea biryani, papadum 13V14 EDENEDEN - - vegetable stuffing, vegetable gravy, wheat toast 14V15 BUKHARABUKHARA-- black lentil, spinach, okra enchiladas�16V16 CANNONCANNON--cabbage,leek,vegan suasage,potato, poached eggs 17V17 KUSH-KUSH- steamed vegetables, bulgur wheat, tahina, pita 13V18 NOAH- NOAH- irish beans, tomato, onions, spinach, toast 12V19 RAJ- RAJ- tofu vegetable curry scramble, toast� 15V20 TTAAKKYY-- vegetarian chili, jalapeño masa, guacamole, tortillas 14V21TRUE-TRUE-tater tot pea curry, chickpea rice, banana guacamole 17V22 VVAATICAN- TICAN- strozzapreti, spinach/ricotta balls, tomato cream 16V23 VEGETVEGETARIAN ARIAN shepherd’s pie, masa crust � 17

QUESADILLASQUESADILLAScheese 7 + hatch�10chili 9 + hatch� 12turkey, black bean 12

pecan chicken wild rice15

� shrimp bok choy bop �peanut coconut rice�pesto garlic bread�fried pickles L19

� Burmese red pork� poutine�banana guacamole�ebelskivers L13

�mushroom cream pasta� pesto garlic bread�osso buco L8�bacon, tomato salad

� taco fried chicken� tapenade garlic bread� s’mores pancakes L21�chili stuffed potato

�oxtails� eggplant, olive pasta�onion strings L17� buffalo duck wings

�bbq duck drumettes � chili & cheese popcorn�wild rice tomato pesto� fried pickles L7

� bbq pork L10� duck dumplings � sloppy joe rice� vanilla cannoli

menu L85

ENCHILADASENCHILADAScheese; chicken;chili 9veggie; potato curry 10pork; brisket 12

BIG LUNCHBIG LUNCH 2233B1 patsy’s cashew chicken, basmati rice B2 jambalaya -shrimp, chicken, andouille�B3 cassoulet-duck, lamb, sausage, beansB4 oxtail, root vegetables, tomato, potato B5 nybeef-cherry vegetable gravy, kashaB6 comfort- duck, chorizo, shrimp stew B7 hot turkey sandwich stuffing, gravyB8 Bigos-sausage, potato,kraut, carrot stewB9 Étouffée- crab, duck, chorizo, shrimpB10 ground nut chicken, duck stewB11 brisket, artichoke,potato ratatouille

LARGE SOUPSS1 african avocado tomato* 14S2african beef stew� 16S3 african greencurry�13S5avocado cheese tortilla 12S6 avocado tortilla 9S7 black bean cuban style �12S8 boiled beef barley 15S9 bok choy bop 12 S10 brazil garlic rice chicken 17S11brisket chili, hatch tomato�16S12 burnt garlic zucchini 15 S13cashew tomato cream 14S14 cheeseburgers, fries,veggie 19S15 chicken burrito 15S16 chicken garlic angelhair 13S17 “mushroom marsala, pasta 17S18 chicken noodle,dill,veggie 16S19 chicken thin dumplings 12S20 chicken tortilla avocado 15S21 corn & bacon chowder 12S22 duck confit, white bean 18S23 duck rutabaga rich broth 15S24 gumbo - chicken orshrimp 16 S25 gumbo,grits cheese melt 11 S26 ham, pea, leek, dumpling 14S27 lamb potato, pea curry 15S28 lamb mint bbq 15S29 leek, barley, potato 14S30 lentil tomato, yogurt, dill 14S31 mango chicken lime� 14S32 manhattan crab chowder 16S33 manhattan shrimp chowder 15S34 matzoh ball 8S35 minestrone, pasta 14S36 new england crab chowder 16 S37 new york beef stew 15S38 osso buco 16S39 oxtail(1jerk2curry3tomato)15S40 potato, vegetable curry�12S41 peanut (florida or virginia) 11 S42 peruvian avocado shrimp 16S43 pistachio thai chicken �16S44 pork biryani 14S45 quesadilla cabbage 13S55 senegalese chicken 16S47 southwest corn chowder 13S48 spanish garlic & egg 14S49 spicy pea vegetable 13 S50 string bean tomato 8S51 szechwan shrimp 16S52Thai chicken pistachio curry 17S53 tomato cream,croutons 12S54 zucchini,eggplant,olives 14

SANDWICHESSANDWICHESR1 BLT 10 R1a BLTA (avocado)12R1b fried tomato BLT14R2 bbq pork; brisket on bun 9R3 chicken;tuna;egg salad 9R5 grilled cheese 6R6 + cheese tomato, bacon 11R7 falafel on pita, tahina 10R8 roast turkey on toast 11R9 roast duck french dip 14R11beef sloppy joe on a bun 7R12 peanut butter jelly 6R13 PB bacon, avocado 12

french friesplain french fries 5brown gravy 7pastrami/cheese 10vegetable gravy 11cheese fries 8hatch/cheese � 9chili/cheese 12

cheddar skins 8bacon jack skins10potato chips 7corn puppies 9crispy fried 8okra; pickle;onions;bbq duck wings 5crispy fried 11brussel sprouts;rutabaga; olives;artichokes;capers;mushrooms; tofupopcornclarified butter 4chili & cheese 10

vegetarian soup 81 potato curry2 creamed corn3 jerk gumbo 4 garlic cream5 mac’n cheese 6 pea-leek 7 spinach pesto8 tomato rice9 butternut squash 10 chickpea curry11 black bean lime12 ranchero bean13 green vegetable

3 SLIDERS-caramelized onions 103 SMASHBURGERS-grilled onions 113 BOBCATERS- hatch(no onions)�123 HATCH SMASHBURGERS � 143 VEGGIE BURGER SLIDERS 10

HAMBURGERS 8 (cheese; bacon; onions) 3patty melt or hatch cheeseburger 14chili cheeseburger or sliders 15

� lamb curry �duck spring rolls� spinach black lentils�papadum L4

choose yin (soup)1. african green curry �2. bacon corn chowder3. oxtail rutabaga 4. cheese burgers5. n.y. beef stew6. lamb curry7. szechwan shrimp8. n.e. crab chowder9. duck legs, rich stock10.mango chicken lime11. chickpea,vegetable curry12.turkey pesto cream13. zucchini,tomato garlic 14. chicken, cashew biryani

choose yang (rice) a. tapenade, pimentob.black bean, limec. guacamoled. pistachio green curry e. pesto rice-a-ronif. mac‘n cheese g. black lentilh. refried salsa cheesei. gumbo dirty ricej. pasta bolongesek. beef sloppy joe l. corn beef reubenm. coconut sweet ricen. hoppin johno. chickpea curry

FRIED GRILLED CHEESE + SAUCEWW1 1 mozzarella en carozza (marinara) 10 WW2 2 peanut butter pumpkin (sour cream) 12WW3 3 peanut butter, bacon (guacamole) 14WW4 4 avocado, cheddar (salsa) 11WW5 5 bacon, lettuce, tomato (mayo)14

LUNCHLUNCH ININ AA SKILLETSKILLET 23QQ11 thai chicken pistachio curry, fried bananas, coconut rice QQ22 taco fried chicken, refried cheese rice, avocado salad QQ33 moonpie meat loaf, ranch rice, pork tamale QQ44 duck confit, potato latkes, haricot vert, seven grain toast QQ55 salisbury steak, baked potato, brown vegetable gravy QQ66 cajun meatloaf, okra gravy, hoppin john, corn breadQQ77 pecan chicken wild rice cream enchiladas, guacamole QQ 88 osso buco, polenta, potato chips, cheese garlic bread

NAMENAME PLAPLATETE SANDWICHESSANDWICHES

�brisket tacos�guacamole, chips� chocolate rice L1� duck quesadillas

BURRITBURRITOSOS 9chili, chicken, chickpea currypork, veggie shrimp, 12bbq brisket�chorizo, lamb

desserts

� brisket cherry gravy�mushroom kasha�matzoh balls L12�garlic, feta rye toast

���

ebelskivers (plain; banana; chocolate) 10hula pie (macadamia, ice cream,choc) 8 mini donuts (maple;choc; vanilla; cinn) 8bread pudding; cajeta; crepes 7TEX-MEXTEX-MEXguacamole 7+hatch�8chorizo, hatch chili �15nachoes 8 (beans ?)beef chili; cup 8 bowl 12beef chimichonga 11three soft tacos 12

� fried tuna melt�burmese hummus�bbq duck wings� fig cannolis L11

popular choicesP11/2 mac’n cheese pancakes 10P2 apple bbq duck wings 5P3 blisters on my sisters 9P4 ebelskivers 10P5 breakfast special 7P6 mocha nutella shake 6P7 mo’betta 18P8 sneaky pete eggs 12P9 african green curry soup 13P10 jihadboy sandwich (N17) 14P11 three sliders 10P12 brinjal (veggie sandwich V4) 12P13 huevos rancheros 12P14 1/2 lemon ricotta pancakes 9P15 corned beef hash 16P16corn, cheddar scrambled 9

tater totsplain 9 cheddar 10falafel 11 pastrami 14

DRINKSDRINKS 2iced tea / coffee apple juice, coke; dietcoke; ginger ale; redbirch beer; hot coffeeor tea; chocolate milk egg cream 4 brown cow 5DDetroit egg cream etroit egg cream 6florida squeezedflorida squeezed OOJJ 4orange orange juliusjulius 6orangeorange boulios boulios 8

horchatahorchata 8 milk shakemilk shakess // mmaaltedslteds 6mocha nutella;sweetcorngingerale; pomegranate

guinness malted 9almond joy; snickers brandy milk punch

chunky monkeykahlua malted

toasted marshmallowask for a full beverage menu

saladscaesar (chicken+3) 9mexican caesarwaldorf (shrimp+3)tabbuleh (bulghur)foul medames (fava)hummus (chickpea)burmese hummus

chopped 14american veggie asian veggie

mexican veggie shrimp (fried) 16tuna nicoise

poutine{fries, cheese curds, gravy}plain 9

chickpea curry 10bolognese 11vegetable gravy 13chicken veggie 14

ham,cheese,eggvegetable gardenchicken (steamed)taco (fried shell)cobb or chef’s asian chicken waldorfrice, veggie (cheese, soy)Thai cobb (green curry) greek falafel 18

Design as a competitive weapon  19 / 28

Iteration & prototypes: Shopsin’s General Store

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Iteration & prototypes: IDEO

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Design methodologies

1. Focus on people2. Iteration & prototypes 3. Designing experiences

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Designing experiences: POP Hostel

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Designing experiences: Anthropologie

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Design methodologies

1. Focus on people2. Iterative prototypes3. Designing experiences4. Storytelling

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Storytelling: Chez Cora’s

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Storytelling: Urban Outfitters

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In summary

Design isn’t about styling or tech-nology. It’s about radical change in meaning. These are things that people weren’t asking for, but when they saw them, they fell in love.

— Roberto Verganti,  Professor of Management of Innovation 

at Politecnico di Milano

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Further design thinking resources

• Design Council  designcouncil.org.uk

• IDEO ideo.com

• Fast Company  fastcodesign.com, fastcompany.com


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