We Just want to do GOOD.

But I believe in the power of Design.

Istituto Europeo de Design Master of Strategic Design LabsAVOCADO DESIGN - Fernanda Mujica Pedrosa

I don’t like advertising the way it is.I HAVE A PROBLEM:

MADE AIMING

AWARDS MORE

THAN RESULTS

MAKING EMPLOYEES

WORK LATE ALWAYS

PAYING LESS THAN

IT SHOULD

WASTING MATERIAL,

TIME AND MONEY

DON’T MESURING RE-

SULTS.

STRESSFULL

WORKING

SPACE.

CONTROLLED BY

THE BIG AGENCIES.

SELLING MORE

STUFF PEOPLE

DON’T NEED

COPY PASTE

FROM OTHER

CAMPAINGS

I don’t like the world the way it is.I HAVE A BIG PROBLEM:

But I believe in the power of Design.In creating CHANGE and modif ing people’s behaviour.

Brasília - Brasil WITH THE PERFECT SCENARIUM:

Young city: 61 years old

All planned by oneUrbanist: Lúcio Costa.

The green part os the city wasplanned as well by RobertoBurle Marx, a landscape designer.

Its GDP per capita is by far thehighest in Brazil

277.000 people (in the main area)

Biggest urban park in Latin America

The city is known for it’s gastronomy

Biggest Renda per capta in Brazil

One gymm for each 4,3 people

9% of brazilian people are vegetarians.

75% of Brazilians know how much energy the spend.

Working for people, planet and pro�tAvocado is a DESIGN and BRANDING studio

Works with SOCIAL ACTIVISM and positive COMMUNICATION

Creates SOCAL ENGAGED campaings

Creates SUSTAINABLE LOVED BRANDS

Works SIDE-BY-SIDE WITH CLIENTS

Uses DESIGN THINKING

RESOLVE PROBLEMS.

IS POSSIBLE TO MAKE IT DIFFERENT

IS POSSIBLE TO MAKE IT DIFFERENT

THE PROCESS

Entrepreneur with a Start-up business

Business witha problem

SWOT ANALYSIS

Non-fixed staff and dependence of freelancersOur cash flow will be unreliable in the early stagesOur company has no market presence or reputationNot much providers that shares the same valuesCompetitors with the same material resultsCostumers assume sustainability is higher cost

sTWOur cash flow will be unreliable in the early stagesWOur cash flow will be unreliable in the early stages

Our company has no market presence or reputationWOur company has no market presence or reputationNot much providers that shares the same valuesWNot much providers that shares the same valuesCompetitors with the same material resultsWCompetitors with the same material resultsCostumers assume sustainability is higher costWCostumers assume sustainability is higher cost

oVery popular proposition: sustainabilitySocial caracter in its projectsStrong communication campaingnDesign ValueCheaper prices than other similar services providersSmall business and simplified stepsClose relationship with our clients

Growing market for new companies and start-upsSocial Business in the Media AgendaInterest from the partners to work with the companyNo competitors with exactly the same propositionBrazilian’s care about being healthy (gymm)Growing trend of being responsible

Use of freelancers / strong worker’s laws in BrazilVery competitive marketA lot of young versatile companies offering designDisbelief of the entrepreneurs in the propositionCompetition with big Agencies with a lot of traditionOnline platforms offering brand design

COMPETITORS

Direct competition Indirect Competition

Advertising Agencies: Some companiestend to hire Advertising agencies towork their branding and propositionbecause they expect lower costsor just because they already trust them.

Freelancers: The cheapest service, because thereis no taxes included and the work process can be simpler. To do a specif project, this is the most common way to hire a service.

Incubators: Incubators provide everything a start-up need including design and branding.They use design consultants to work on theincubated company’s image.

Internet Plataforms: There are a lotos plataforms that conects start-upsor regular companies to designersdirectly.

Inhouse communication: a lot of companies hiresomeone to work on their social medias andcommunication. Interns, Advertising peopleand Marketing people. Most of the time it can bea imcomplete work.

Branding Agencies:There are not a lot branding agencies in Brasília. They canprovide the same services but not thesame values.

FINANCIAL

Worst case scenario: R$ 3.000 montly income. Break Even after 19 months.

Realistic scenario: R$ 4.000 montly income. Break Even after 23 months.

Optimistic scenario: R$ 6.000 montly income. Break Even after 15 months.

R$ 82.140 Anual costs + R$ 17.250 Op-pening costs = R$ 99.390

Break even:

Social Capital:

Brand creation, positioning and Strategic Plan: Visual Identity: R$ 4.450Website with 3 screens: R$ 1.500Strategic and Campaing planning: R$ 4.320Social Networks: R$ 1.500TOTAL: R$ 11.770Just Brand creation and Brand Material: Brand, manual Busi-ness card, official paper, folder: R$ 4450 micro, R$ 5880 grande

Printed Material and Website:Brand, manual Business card, official paper, folder: R$ 4.450Site com 3 telas: R$ 1500TOTAL: 5900

Fee (monthly): 1 Promotional Action, 1 printed material, Online managementTOTAL: R$ 2.000 Montlhy (60% price)

COMMUNICATION STRATEGY

Online

Offline

TWITTER: @avocadodesign : 4 to 6 tweets a day

Content: Arts, advertising, Social and enviromental

Relationship with clientes, producers and partners

Promotional Actions

Gather market intelligence and insights

Latest updates

WEBSITE: www.avocadodeisgn.org

Present the company

Explain the services

Design for change program hosting

Blog hosting

Contacts

Tools for designers and clients

FACEBOOK PAGE: Avocado: 2 posts a day

References for Designers and Ardvertising people

Lastest updates / Developed works

Projects pictures

Motivational Design

Promotions and Advertising

Blog: Hosted on the webpage

References for Designers and Ardvertising people

Lastest updates / Developed works

Design for change winners

Promotions and Advertising

Articles : written by team and by special guests

Reponsable Projects: Colective meals, Outside activities, Donation projects, social events

Distribution of sample material to clients : Calendars, Notepads, pens, bottons

Urban Intervenccion: Guerilla Marketing

Services explaining guide: Service Design toolkit (like desing it dice)

DESIGN FOR CHANGE

This project is about helping communi-ties, and is going to be done once a month. In our website, people can tell us problems that their communitie’s are facing. Anyone can write in there. It can be problems concerning social, enviro-mental, cultural, economical aspects, for example.

After they have their problems in the we-bsite, they need to move their communi-ty. People need to vote in in their pro-ject.

www1

2

3

The project with more votes will have a free service provided by Avocado and we and the community will work together to find the best solution. While we work on the project a donation page will be open for the project, so interes-ted people can participate too.

6 MONTHS CALENDAR

JAN FEB MAR APRLegal process for oppening

Company materials (Printed and online)

Team research

Fisical and material (place, furniture)

Design for change project

Advertising

Pitching

Website development

Portfolio Delopment

Planning, formalizing, estructualizing Testing, first works, team adjustment Clients

"The world changes according

to the way people see it, and if you

can alter, even by a millimeter, the

way people look at reality, then you

can change the world."."

James Baldwin American novelist