Summary: Azione, a bike company who specialise in highly customised, artisan-made road bikes. The brief presented to us had may questions to ask - yet the main question to me seemed to be "is this a hobby?" Although bikes sold at premium prices, they were unable to mass produce to the nature of the manufacturing process. Human resources seemed to be an issue, because of their extreme expertise. I created a business growth plan for Azione, whereby core, integral values remained intact but expanded the customer segment to gather more sales so Azione could remain sustainable. Personally, this was my favourite project. The cohort worked very well together and our client was very involved during the projects' lifespan.
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My goal for this project was to open up Azione and generate more customers and therefore more profit. The issue here however, was that their core values were integral to their previous success. They couldnt simply mass produce lesser quality bicycles.
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Through persona creation, I figured aiming a range at business types who commute to work would be a viable option. Azione could then sell en masse but retain values and their high quality products.
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Essentially, the new range would be a high quality bike, with full customisability available. With expansion of cycle routes and emerging trends of commuters in business, the expansion looked promising.
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I produced a business model canvas to display all elements needed to make this successful. Due consideration was made for value propositions and relationships with customer.
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Post workshop, the head of Azione agreed this idea was viable, therefore I progressed and produced an explorative business plan for growth.
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Dave was impressed in the final presentation, heavily considering taking this idea on board. I am hoping to receive a reply from him where I can continue my business proposal in the real world and deelop more experience in businesses.
Adopting a blue ocean strategy to this project made the growth plan innovative, and meant high value creation for Aziones' new customer base. Not only would they receive a prestigious bike, but also excellent networking opportunities by being a member. I took inspiration from TED talks and included conferences, sponsored by Azione to generate even more exposure and revenue.
Working with Dave on this project was a pleasure. The client relationship in this project was extremely professional yet very relaxed, where we could share opinions and have in-depth talks about the progression of Azione. I have learned significantly in this project, particularly the importance of thinking differently, business expansion and creating business plans. It is certainly my most favourite project of this programme thus far.
