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RSA Student Design Awards
2015/16 Awards Ceremony
RSA Student Design Awards
2015/16 Awards Ceremony
Thurs 17 November 2016
Impact Hub Birmingham
Commercial
Awareness Workshop
2016/17 RSA Student Design Awards
@RSADesignAwards
#RSADesign
RSA Student Design Awards
2015/16 Awards Ceremony Russ Camplin
Design Strategy Manager,
RBS Location + Property Strategy
John Carter
Manager Performance Consultant, RBS
Sevra Davis
Director, RSA Student Design Awards@RSADesignAwards
#RSADesign
This is us…
RSA Student Design Awards
2015/16 Awards Ceremony
RSA Student Design Awards
2015/16 Awards Ceremony
Re-Work
Design and develop a vision and a
business case for a new product and/
or service made from disused office
furniture that sees these items
repurposed for a new life.
RSA Student Design Awards
2015/16 Awards Ceremony
RSA Student Design Awards
2015/16 Awards Ceremony
Judging Criteria
Social and Environmental Benefit
Execution
Research
Design Thinking
Commercial Awareness
Magic
Key Dates
RSA Student Design Awards
2015/16 Awards Ceremony
RSA Student Design Awards
2015/16 Awards Ceremony
Submission Requirements
1 x A3 ‘hero image’ – poster image + 1 sentence description of your project
4 X A3 Boards describing your solution
1 x Business Case
250 word written statement
10 pages max. of supporting material (images or sketchbook scans) + optional film/web links
Submit online at sda.thersa.org – you can enter individually, or as a team
First stage of judging:
Anonymous shortlisting
Second stage of judging:
Interviews with finalists
(in person or via Skype)
CREATIVE CONDITIONS
MyO Creative Satchel, 2016
Paul Moran + Jess Lockhart,
Industrial Design
Raluca Babau,
Northampton University
CREATIVE CONDITIONS
WATERCOOLER, 2016
Alan MacFarlane and Mirna Maye,
Industrial Design, NCAD
RSA Student Design Awards
2015/16 Awards Ceremony
Benefits…
Industry links + recognition
Mentoring at shortlisted stage
RBS Chairman’s Lunch + networking session
with design agencies
Complimentary RSA Fellowship
Financial support to kick start your career
Potential commission or work placement
National + international press coverage
Start-up support, including e-spark
Entrepreneurial Spark is the world’s largest free
business accelerator for early stage and growing
ventures.
Our aim is to develop entrepreneurs who have a
GoDo attitude with solid grasp of how to create
value… Which makes them investible. With mentors,
ambassadors and supporters, workshops, pitch
practice and a full time ‘entrepreneur enabler’ the
focus is on the individual.
http://www.entrepreneurial-spark.com
PAVEGEN
LAURENCE KEMBALL-COOK
2005 SDA WINNER
THINKING ABOUT COMMERCIAL AWARENESS
1. 5 min individual exercise: What is commercial awareness? Either write 3 words or draw a picture response.
2. 5 min pairs exercise: Explain your picture / word choice to the person next to you
3. 5 min group feedback: Share your partners’ response with the wider group
COMMERCIAL AWARENESS: WHY IT MATTERS
It’s relevant to every career – not just business jobs!
It’s a key skill that employers say they are looking for but that many
graduates lack – you need to demonstrate commercial awareness in your
portfolio, in job applications and in interviews
If you’re interested in becoming self-employed or doing freelance work,
then commercial awareness is crucial for securing work, meeting clients’
expectations and developing a good reputation
As a designer, commercial awareness enable you to have better judgment
about the concepts and projects you develop
Commercial awareness is one of the RSA Student Design Awards judging
criteria – you need to demonstrate it in your RSA project
For the RSA Creative Conditions brief there is an additional submission
requirement for the competition: a 2 page business case. You will need to
develop your commercial awareness in order to develop a strong business
case
IDENTIFYING DIFFERENT SECTORS
• Public sector: the organisations and part of the economy that are
controlled or supported financially by the government.
• Private sector: the part of the economy consisting of privately
owned organisations. They are profit-making organisations which
distribute their profits to shareholders.
• Charity sector / third sector: non-profit-making organisations
that exist to help people or causes that are in need.
• Social enterprise sector: organisations that can be structured
either as a for-profit or non-profit, but use commercial strategies to
improve social and environmental well-being.
PUT YOUR INVESTOR HAT ON
You’re the investor – prepare a list of questions you will ask Raluca to gauge whether you want to invest in her winning RSA project (a proposal for a ‘creative satchel’ that folds out to create a personalised workspace)
DEVELOPING A BUSINESS CASE
A business case is a document that captures the essence of your project and the resources you would need to take your idea to market.
The document will be a fundamental means to secure investment and to help you plan the future of your business.
We are going to use a methodology called the Business Model Canvas (BMC) to develop a business case.
WHAT DOES AN RBS BANK BUSINESS CASE LOOK LIKE?
Here’s an example….
CREATIVE CONDITIONS
MyO Creative Satchel, 2016
Paul Moran + Jess Lockhart,
Industrial Design
Raluca Babau,
Northampton University
THE BUSINESS CASE CHALLENGE
1. Working in small groups, brainstorm the things you would need to
include in your business case – what tasks would you need to
complete to get your idea to market? Get your ideas down on paper.
(10 mins)
2. Prepare your group’s Business Model Canvas using the template –
you will need to think about the financial aspects of your business.
(25 mins)
3. Plan your 2 minute elevator pitch – how would you approach
presenting your ideas to potential investors? What are the benefits
and risks? (10 mins)
4. Present your ideas to the wider group.
THE BUSINESS CASE CHALLENGE
1. Working in small groups, brainstorm the things you would need to
include in your business case – what tasks would you need to
complete to get your idea to market? Get your ideas down on paper.
(10 mins)
2. Prepare your group’s Business Case using the template – you will
need to think about the financial aspects of your business. (25 mins)
3. Plan your 2 minute elevator pitch – how would you approach
presenting your ideas to potential investors? What are the benefits
and risks? (10 mins)
4. Present your ideas to the wider group.
PITCHING: THE BASICS
• Asimple message
• Cut out the waffle
• Clear structure
• Practice and refine
PITCHING: STRUCTURE
• Hook – Attention grabbing first sentence, designed to hook the audience
• Pain Point – Define the problem and be clear as to who it impacts
• Solution – Explain briefly what your product/service is & how it solves the
pain point
• Market Opportunity – How many people have the problem? i.e. what’s the
potential for this?
• Business Model – How do I make money or indeed, how does this save
money?
• Team – Impress upon the listener, that you’ve got an A-Team who are the
obvious people to crack this
• Ask – Finally, what do you want from the listener. It’s a call to action
• Hook – Attention grabbing first sentence, designed to hook the audience
• Pain Point – Define the problem and be clear as to who it impacts
• Solution – Explain briefly what your product/service is & how it solves the pain point
• Market Opportunity – How many people have the problem? i.e. what’s the potential for this?
• Business Model – How do I make money or indeed, how does this save money?
• Team – Impress upon the listener, that you’ve got an A-Team who are the obvious people to crack this
• Ask – Finally, what do you want from the listener. It’s a call to action
HOW COULD YOU ENHANCE YOUR BUSINESS CASE?
RECAP: RECIPE FOR A GREAT BUSINESS CASE
• Keep it concise and to the point
• Make it easy to read – consider bullets, branding +
incorporating graphics
• SWOT – Strengths, Weaknesses, Opportunities,
Threats
• Focus on the positives (but recognise negatives!)
• Financials – make sure they are as accurate as
possible
• Appendices – add further information that is relevant
‘AHA’ MOMENTS
Take 2 minutes individually to reflect on a key
takeaway, new perspective, or memorable
insight from today’s workshop… If you were to
tell a friend about something you learned today,
what would you say? Write it on a post-it note.
Share your ‘Aha’s’ with the group.
RSA Student Design Awards
2015/16 Awards Ceremony
RSA Student Design Awards
2015/16 Awards Ceremony
Thanks!
sda.thersa.org
@RSADesignAwards
@RSADesignAwards
#RSADesign