Kevin O’Donnell
                                November 16, 2008



CPC : 09

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CPC : 09   Brand You   Economic Engine              Target Prospects   Business Planning




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CPC : 09                                                    Business Planning




           Brand You   Economic Engine  ...
CPC : 09    Brand You      Economic Engine      Target Prospects   Business Planning




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CPC : 09   Brand You        Economic Engine         Target Prospects   Business Planning


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CPC : 09   Brand You        Economic Engine         Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine         Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine         Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine         Target Prospects        Business Planning


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CPC : 09              Brand You           Economic Engine          Target Prospects   Business Planning


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CPC : 09          Brand You      Economic Engine         Target Prospects   Business Planning


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CPC : 09   Brand You      Economic Engine         Target Prospects   Business Planning


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CPC : 09   Brand You            Economic Engine           Target Prospects   Business Planning


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CPC : 09   Brand You            Economic Engine           Target Prospects   Business Planning


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CPC : 09   Brand You           Economic Engine         Target Prospects   Business Planning


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CPC : 09   Brand You           Economic Engine            Target Prospects   Business Planning


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CPC : 09   Brand You              Economic Engine          Target Prospects   Business Planning


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CPC : 09                 Brand You                      Economic Engine                Target Prospects            Busines...
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           Brand You    Economic Engi...
CPC : 09   Brand You   Economic Engine        Target Prospects   Business Planning


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CPC : 09   Brand You     Economic Engine       Target Prospects   Business Planning


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CPC : 09                                                                                                Brand You         ...
CPC : 09   Brand You   Economic Engine     Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine     Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine     Target Prospects   Business Planning


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CPC : 09     Brand You               Economic Engine            Target Prospects        Business Planning


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CPC : 09                Brand You       Economic Engine        Target Prospects         Business Planning


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CPC : 09               Brand You         Economic Engine             Target Prospects         Business Planning


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CPC : 09   Brand You   Economic Engine       Target Prospects   Business Planning


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CPC : 09    Brand You     Economic Engine   Target Prospects   Business Planning




           Brand You    Economic Engi...
CPC : 09   Brand You   Economic Engine   Target Prospects   Business Planning
CPC : 09     Brand You   Economic Engine   Target Prospects   Business Planning




           Go where your clients are.
CPC : 09    Brand You            Economic Engine            Target Prospects   Business Planning


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CPC : 09                Brand You   Economic Engine   Target Prospects        Business Planning


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CPC : 09                 Brand You      Economic Engine   Target Prospects        Business Planning


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CPC : 09   Brand You   Economic Engine     Target Prospects   Business Planning


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CPC : 09             Brand You     Economic Engine   Target Prospects      Business Planning




           Lee Iacocca   ...
CPC : 09              Brand You   Economic Engine        Target Prospects     Business Planning


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CPC : 09   Brand You   Economic Engine   Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine   Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine   Target Prospects   Business Planning


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CPC : 09    Brand You   Economic Engine   Target Prospects   Business Planning


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CPC : 09   Brand You       Economic Engine     Target Prospects   Business Planning


                       Third Party R...
CPC : 09   Brand You       Economic Engine     Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine    Target Prospects   Business Planning


                       Third Party Recogn...
CPC : 09   Brand You    Economic Engine    Target Prospects   Business Planning


                       Third Party Recog...
CPC : 09     Brand You   Economic Engine    Target Prospects   Business Planning


                            Make Every ...
CPC : 09   Brand You   Economic Engine   Target Prospects   Business Planning




                       Apple
CPC : 09   Brand You   Economic Engine   Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine   Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine   Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine   Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine   Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine   Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine   Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine   Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine   Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine   Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine   Target Prospects   Business Planning


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CPC : 09    Brand You   Economic Engine   Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine   Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine   Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine    Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine     Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine   Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine   Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine   Target Prospects   Business Planning
CPC : 09   Brand You   Economic Engine              Target Prospects                                                      ...
CPC : 09                                                             Brand You                                            ...
CPC : 09   Brand You   Economic Engine   Target Prospects   Business Planning


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CPC : 09                                                Brand You   Economic Engine         Target Prospects   Business Pl...
CPC : 09                                                Brand You                                          Economic Engine...
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CPC : 09   Brand You   Economic Engine               Target Prospects   Business Planning


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CPC : 09   Brand You   Economic Engine   Target Prospects   Business Planning


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CPC : 09                      Business Planning




           Closing Thoughts
CPC : 09                                              Business Planning




           Develop your personal brand and mak...
CPC : 09                                               Business Planning




           Develop your personal brand and ma...
CPC : 09                                               Business Planning




           Develop your personal brand and ma...
WD Partners   kevin.odonnell@wdpartners.com
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2008 AIA California

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A presentation titled Business Planning for New Firm delivered at the 2008 AIA California Chapter annual conference in San Diego, CA.

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2008 AIA California

  1. 1. Kevin O’Donnell November 16, 2008 CPC : 09 9:30am - 10:30am Business Planning for the New Firm
  2. 2. CPC : 09 Brand You Economic Engine Target Prospects Business Planning No legalese. No governmental regulations or requirements. No time management. No business as usual.
  3. 3. CPC : 09 Business Planning Brand You Economic Engine Target Prospects 01 02 03
  4. 4. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Brand You Economic Engine Economic Engine Target Prospects Target Prospects 01 02 03
  5. 5. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Logo ≠ Brand All Around The World Drivers Wanted Designed by Apple in California Music Loves Expect More Ultimate Driving Coffee Pay Less Machine
  6. 6. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Brand is Representation Dockers, Top Sider, Vans, = $25.-
  7. 7. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Brand is Representation $45.- Dockers, Top Sider, Vans, = $25.-
  8. 8. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Product ≠ Brand Apple iPod Touch Nokia 5300 XpressMusic Nintendo Wii Console
  9. 9. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Brand is Surrogate
  10. 10. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Brand is Surrogate
  11. 11. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Perception Pyramid Heart Share That’s my architect! Gut Share I love that architect. Mind Share I’ve used that architect. Market Share I know that architect.
  12. 12. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Confront the Brutal Facts Strengths Weaknesses Surprise attack. Not well recognized. Indigenous. Not credible. Long history of Wrong size. accomplishment. Wrong location. Strengths Weaknesses Well respected. Not fast enough to market. Internal External Opportunities Threats Under-served market. Rapidly changing First toOpportunities enter a new Threats technology. market. Too easy to emulate. Competitors are too Potential clients slow to market. resistant to change. Change in economy.
  13. 13. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Difficult Choices What do you do What should you better than anyone else? stop doing?
  14. 14. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Competitive Strategies Price Differentiation Segmentation Brand
  15. 15. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Competitive Strategies Price Price is the principle arena for competition. Lower the cost of production or operation. Competition of the worst kind, a race to the bottom. Trade profit margin for market share. Walmart traM-laW .erahs
  16. 16. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Competitive Strategies Differentiation Attempts to make services offered different. Succeeds with moderately higher prices. Differs with selection, quality, convenience, other. Stresses direct comparison. Apple tegraT
  17. 17. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Competitive Strategies Segmentation Turns small size into great advantage. Go where larger competitors can’t. Low market share - doesn’t seek to please everyone. Trades high market share for higher margins. IHOP POHI .snigram rehgih
  18. 18. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Competitive Strategies Brand Value is dependent on the strength of relationships. Not affected by volatile market conditions. All about the creation of trust. Great brands don’t die - they are murdered. Trader Joe’s s’eoJ redarT .deredrum era
  19. 19. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Vertical & Horizontal Competition Architects You Architects Horizontal Competition
  20. 20. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Vertical & Horizontal Competition Interior Drafting Engineers Designers Services Vertical Competition Architects You Architects Furniture Paint & Carpet Hardware Stores Stores Stores Horizontal Competition
  21. 21. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Mountains Do you have a Do you have a Do you have a Do you have a longer reputation as a reputation for reputation for minimal history with a certain creative visionary completing work documentation project type than designer? faster than others? errors? others do? Vision Speed Accuracy Experience
  22. 22. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Price/Value Proposition Pay More Pay Similar Pay Less Pay Less Pay Less Pay More Get More Get More Get More Get Similar Get Less Get Less There’s an implicit Quality and Offers the Typical national Shamelessly and The price suggests added value that performance customer more brands at lower enthusiastically premium quality, demands a comparable with than they expect than normal prices. express that less yet the product premium price. The that of premium for less than they will be paid and falls short. product can convey brands, but at expect. less will be Ultimately, the prestige to the prices similar to delivered. customer feels buyer and become more common cheated and the a symbol of a national brands. brand soon higher lifestyle. disappears. 1 2 3 4 5 6 Examples: Examples: Examples: Examples: Examples: Examples: Rolex Lexus JetBlue H&M Southwest Air Oldsmobile Prada Williams-Sonoma Target Zales Steve Madden Jordache Fendi Armani The Body Shop Gap Old Navy Vidal Sasson Cucci Neutrogena Max Factor Cover Girl David Yurman
  23. 23. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Price/Value Proposition Pay More Pay Similar Pay Less Pay Less Pay Less Pay More Get More Get More Get More Get Similar Get Less Get Less There’s an implicit Quality and Offers the Typical national Shamelessly and The price suggests added value that performance customer more brands at lower enthusiastically premium quality, demands a comparable with than they expect than normal prices. express that less yet the product premium price. The that of premium for less than they will be paid and falls short. product can convey brands, but at expect. less will be Ultimately, the prestige to the prices similar to delivered. customer feels buyer and become more common cheated and the a symbol of a national brands. brand soon higher lifestyle. disappears. 1 2 3 4 5 6 Examples: Examples: Examples: Examples: Examples: Examples: Rolex Lexus JetBlue H&M Southwest Air Oldsmobile Prada Williams-Sonoma Target Zales Steve Madden Jordache Fendi Armani The Body Shop Gap Old Navy Vidal Sasson Cucci Neutrogena Max Factor Cover Girl David Yurman
  24. 24. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Price/Value Proposition Pay More Pay Similar Pay Less Pay Less Pay Less Pay More Get More Get More Get More Get Similar Get Less Get Less There’s an implicit Quality and Offers the Typical national Shamelessly and The price suggests added value that performance customer more brands at lower enthusiastically premium quality, demands a comparable with than they expect than normal prices. express that less yet the product premium price. The that of premium for less than they will be paid and falls short. product can convey brands, but at expect. less will be Ultimately, the prestige to the prices similar to delivered. customer feels buyer and become more common cheated and the a symbol of a national brands. brand soon higher lifestyle. disappears. 1 2 3 4 5 6 Examples: Examples: Examples: Examples: Examples: Examples: Rolex Lexus JetBlue H&M Southwest Air Oldsmobile Prada Williams-Sonoma Target Zales Steve Madden Jordache Fendi Armani The Body Shop Gap Old Navy Vidal Sasson Cucci Neutrogena Max Factor Cover Girl David Yurman
  25. 25. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Connect With Your Passions What are you passionate about? Green Life Style Female Retail Hispanic Space Retail Food Health & Longevity
  26. 26. CPC : 09 Brand You Economic Engine Target Prospects Business Planning First Who, Then What
  27. 27. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Brand You Economic Engine Target Prospects 01 02 03
  28. 28. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Design Your Ideal Client
  29. 29. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Identify Your Core Consumers Core Core Consumer 1 Consumer 2 Core Consumer 3
  30. 30. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Core Consumers Apple Pro Computing MacPro, MacBook Pro Apple Consumer Computing iMac, MacBook Apple Server Computing Mini Mac, X Serve
  31. 31. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Core Consumers Apple Apple Apple Entry-level Mid-level Upper-level iPod Shuffle iPod Nano iPod Classic
  32. 32. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Core Consumers West Elm Pottery Barn Williams-Sonoma Entry-level Mid-level Upper-level Urban Living Country Comfort Casual Elegance Generation X & Y Silent Generation Baby Boom Generation
  33. 33. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Core Consumers Old Navy under 20 Great Fashion, Great Prices Gap 20 something Iconic American Style Banana Republic 30 something Accessible Luxury
  34. 34. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Core Consumers xB all the flavor. all the interior space. all the features. none of the fat. xB shown with Optional 15” EM-7 Spoke Alloy Wheel and Rear Spoiler Scion Toyota Lexus Entry-level Mid-level Upper-level Generation Y Standard 60/40 Folding Rear Seat Generation X Baby Boom Generation Standard Cloth Bucket Seats Standard Center-Mounted Standard Power Windows and Door Locks Speedometer and Tachometer Standard Cloth Rear Seats 5
  35. 35. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Alternative Revenue Streams
  36. 36. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Alternative Revenue Streams
  37. 37. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Alternative Revenue Streams
  38. 38. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Core Consumers Sourcing Store Design Fabrication Installation Opening End of Life Landfill Landfill Landfill
  39. 39. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Core Consumers Locally Cultivated Recycle Reuse Renew Reduce Rethink Store Sourcing Design Fabrication Installation Opening ReSource End of Life ReSource
  40. 40. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Core Consumers 01 02 03 Content ReSource Project Knowledge Access to Materials Design/Time a) Lectures a) Reclamation and Recovery a) Green Brand Strategy b) Publishing b) Material Management b) Green A/E c) Education c) New Sourcing & Product c) Green Interiors Development d) Consulting d) Green Graphic Design d) ReSourcing Management e) Research e) Green Environmental e) Green Network Graphics f) Green Fabrication Consulting g) Green Consumer Insights
  41. 41. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Economic Engine Profit per client. Profit per project. Profit per employee. Profit per hour. Profit per year. Profit relative to marketing goals.
  42. 42. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Brand You Economic Engine Target Prospects 01 02 03
  43. 43. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
  44. 44. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Go where your clients are.
  45. 45. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Brand Venues Product Experience People Your Brand Perception Place
  46. 46. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Product Fossil Swarovski Tiffany’s Retro Band Watch Crystal Art Frank Gehry Collection
  47. 47. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Service Fantastic Sams Jiffy Lube Bally’s Hair Salons Automobile Service Health & Fitness
  48. 48. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Flagship Project
  49. 49. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Lee Iacocca Bill Gates Martha Stewart Chrysler Microsoft Living
  50. 50. CPC : 09 Brand You Economic Engine Target Prospects Business Planning People Baristas Geek Squad Crew Members First Who, Then What
  51. 51. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Place
  52. 52. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Place
  53. 53. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Perception
  54. 54. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Perception Third Party Recognition
  55. 55. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Third Party Recognition - Publications
  56. 56. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Third Party Recognition - Conferences
  57. 57. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Third Party Recognition - Friends Make friends with powerful people who have connections to the industries you wish to serve.
  58. 58. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Third Party Recognition - Network
  59. 59. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Make Every Contact Meaningful First - Offer services. Then - Offer knowledge. Eventually - Offer power.
  60. 60. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Apple
  61. 61. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Product
  62. 62. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Product
  63. 63. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Product
  64. 64. CPC : 09 Brand You Economic Engine Target Prospects Business Planning People
  65. 65. CPC : 09 Brand You Economic Engine Target Prospects Business Planning People
  66. 66. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Place
  67. 67. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Place
  68. 68. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Place
  69. 69. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Place
  70. 70. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Perception
  71. 71. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Perception
  72. 72. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Experience Movie Photo Music
  73. 73. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Experience
  74. 74. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Experience
  75. 75. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Business Cards
  76. 76. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Business Cards - This guy is giving an amazing presentation! - He’s so smart.
  77. 77. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Letterhead
  78. 78. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Letterhead
  79. 79. CPC : 09 Brand You Economic Engine Target Prospects Business Planning
  80. 80. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Drawings 1. sign mounted to cabinet door - see 07.01 for sign specifications n/a n/a n/a Tesco’s fresh & easy decor signage 4016 Kitchen Table - Overview n/a January 26, 2007 07.00 Fabrication Booklet © 2007 Schorleaf, Inc. The designs of this project are the sole property of Schorleaf, Inc. Any use without written permission is subject to legal action and liability for any damages incurred by each individual responsible. Please destroy previous documents made for this project to secure final change of draft.
  81. 81. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Drawings 09.01 (2) mounting bracket 1 - see sheet 00.05 for de- tails Leaf & Logo 1. This plan represents the prototype store. 1. Installation to include all additional fasten- 01.02 Conditions, layout, and sign locations may ers, shims, or other mounting hardware. be different for specific sites. 06.01 0.25” thick SP2 painted to match 2. Quantities are as follows: (1) panel A PMS 7496 (1) panel B (1) panel C 0.5” wide stripe painted to match 3. All edges painted to match front color and PMS 576 finish. 07.01 03.08 03.08 03.10 03.09 0.125” thick SP1 letters painted PT1 03.01 0.125” thick SP2 painted to match 1807 04.02 Section 1. 02.02 03.04 03.07 03.03 Background 2’-0” 1’-8” 04.01 03.06 0.5” thick SP2 painted to match n/a n/a PMS 7496 (paint back) single see schedule above 03.02 4.5” n/a case 03.01 .004” thick SP1 painted to match 01.03 Tesco’s fresh & easy PMS 576 to create a 0.875” wide Tesco’s fresh & easy 03.05 decor signage stripe, center is open to ensure decor signage 02.02 01.01 4016 sign mounted to cabinet door - strong connection with logo panel 4016 Decor Plan 3” see 07.01 for sign specifications 3’-6” Grab & Go n/a 3/4” = 1’-0” Back Band January 26, 2007 January 26, 2007 05.01C 1 mil styrene header panel painted 00.03 05.02 08.01A to match PMS 7496 slid into clear 10” 6” 01.04 05.01B ‘J’ track top and bottom, with 3” tall 08.01B Fabrication Booklet VN1l text Fabrication Booklet 0.5” thick SP2 painted to match 11.01 © 2007 Schorleaf, Inc. The designs of this project 6’-0” 2’-0” PMS 7496 (paint back) © 2007 Schorleaf, Inc. The designs of this project are the sole property of Schorleaf, Inc. Any use are the sole property of Schorleaf, Inc. Any use without written permission is subject to legal action without written permission is subject to legal action and liability for any damages incurred by each and liability for any damages incurred by each individual responsible. Please destroy previous individual responsible. Please destroy previous 05.01A documents made for this project to secure final change of draft. documents made for this project to secure final change of draft. n/a n/a n/a Tesco’s fresh & easy decor signage PAGE SHEET NAME ISSUE DATE PAGE SHEET NAME ISSUE DATE 1. Issue dates in red are new since the last 1/8” thick steel painted4016 PT2 1. issue date. 00.01 Index 1/26/07 03.10 Banners - Milk 1/26/07 2. Pages shown in gray are those that have been deleted. 1/4” dia. holes 00.02 General Notes & Specs 1/26/07 3. Drawing, dimension, notation, or specifica- tions that have changes will be indicated on Kitchen Table - Overview 00.03 Decor Plan 1/26/07 04.00 Case Decals - Overview 1/26/07 the page with a red outline. 00.04 Range Statements Plan 1/26/07 04.01 Frozen Case Decals 1/26/07 n/a 00.05 Mounting Bracket 1 1/26/07 04.02 Dairy Case Decals 1/26/07 00.06 Mounting Bracket 2 1/26/07 00.07 Mounting Bracket 3 - January 26, 2007 05.00 Grab & Go - Overview 1/26/07 07.00 00.08 Mock-up Store Photos - 05.01 Grab & Go 1/26/07 00.09 Mock-up Store Photos - 05.02 Grab & Go 1/26/07 01.01 Wall Pattern 1 1/26/07 06.00 Fresh Meals - Overview 1/26/07 01.02 Wall Pattern 2 1/26/07 06.01 Fresh Meals 1/26/07 Fabrication Booklet 01.03 Wall Pattern 3 1/26/07 n/a n/a 01.04 Wall Pattern 4 1/26/07 07.01 Kitchen Table - Overview 1/26/07 n/a n/a n/a case 07.02 Kitchen Table 1/26/07 02.00 Aisle Markers - Overview 1/26/07 Tesco’s fresh & easy Tesco’s fresh & easy © 2007 Schorleaf, Inc. The designs of this project decor signage decor signage 02.01 Aisle Markers 1/26/07 08.01 Greetings 1/26/07 are the sole property of Schorleaf, Inc. Any use 4016 without written permission is subject to legal action 4016 and liability for any damages incurred by each 03.01 Banners - Produce 1/26/07 09.01 Restrooms 1/26/07 Drawing Index individual responsible. Please destroy previous Mounting Bracket 1 03.02 Banners - Meat 1/26/07 n/a documents made for this project to secure final n/a 03.03 Banners - Deli 1/26/07 10.01 Horizontal Range Statements 1/26/07 January 26, 2007 change of draft. January 26, 2007 03.04 Banners - Seafood 1/26/07 10.02 Refrigerated Case Range Statements 1/26/07 03.05 Banners - Juice 1/26/07 10.03 Dry Case Range Statements 1/26/07 00.01 00.05 03.06 Banners - Dairy 1/26/07 10.04 Milk Range Statement 1/26/07 Fabrication Booklet Fabrication Booklet 03.07 Banners - Soda 1/26/07 03.08 Banners - Bakery 1/26/07 11.01 Logo Clock - © 2007 Schorleaf, Inc. The designs of this project © 2007 Schorleaf, Inc. The designs of this project are the sole property of Schorleaf, Inc. Any use are the sole property of Schorleaf, Inc. Any use 03.09 Banners - Eggs 1/26/07 without written permission is subject to legal action without written permission is subject to legal action and liability for any damages incurred by each and liability for any damages incurred by each individual responsible. Please destroy previous individual responsible. Please destroy previous documents made for this project to secure final documents made for this project to secure final change of draft. change of draft.
  82. 82. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Drawings
  83. 83. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Marketing Material r turn over a . new leaf CONTACT US KEVIN FOSTER O'DONNELL CREATIVE DIRECTOR DIRECT 602 . 424 . 7852 MOBILE 323 . 376 . 0958 240 N 48TH AVE BLDG C PHOENIX AZ 85043
  84. 84. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Marketing Material This prototype project employs three concepts in its overall design. The store is organized into neighborhood zones kroger marketplace based on customer purchasing mindsets where each has its own distinct sight, sound, and tactile experience. The interior décor has a merchandise forward approach where actual retail product plays an important part of a subtle message system reminding customers of corresponding store offerings. Lifestyle vignettes are placed throughout the store where items from various departments are pulled together for suggestive selling. Size: 98,000 square foot combined grocery and lifestyle retail store. Opening: August 2002. Location: Chandler, AZ (original store). Additional Locations: Columbus OH, Phoenix AZ. r * This project was designed and managed by Kevin O’Donnell turn over a while employed with Shook Kelley. Schorleaf provided fabrication and installation for all locations. Produce and Floral departments . new leaf 240 N 48TH AVE . BLDG C . PHOENIX AZ 85043 OFFICE 602 . 424 . 7848 FAX 602 . 424 . 7861 WWW . SCHORLEAF . COM CONTACT US KEVIN FOSTER O'DONNELL CREATIVE DIRECTOR DIRECT 602 . 424 . 7852 MOBILE 323 . 376 . 0958 240 N 48TH AVE BLDG C PHOENIX AZ 85043 This prototype project is designed to address the rapidly growing Hispanic community in the greater Phoenix area. mercado This store is intended to cater predominantly to a recently emigrated consumer. The overall character of exterior and According to the 2000 census, the Hispanic interior is inspired by traditional Spanish Colonial population is now the second largest minority group in the US. architecture and speaks to customer aspirations and dreams. Each department is treated like an individual merchant operating within a town marketplace. Detailing throughout is meant to evoke the rich Mexican traditions of artistry and craft. Size: 60,000 square foot Hispanic grocery store. Opening: Summer of 2005. Location: Phoenix, AZ. 240 N 48TH AVE . BLDG C . PHOENIX AZ 85043 OFFICE 602 . 424 . 7848 FAX 602 . 424 . 7861 WWW . SCHORLEAF . COM
  85. 85. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Business Collateral CARLSON’S BARNWOOD COMPANY THE WOODSOURCE Product Name: reclaimed barnwood Product Name: reclaimed wood Website: http://www.carlsonsbarnwood.com/ Website: http://www.wood-source.com/reclaimed_wood/index.html Contact Person: Lanette Carlson Contact Person: David Hammond Contact Info: Office 309-522-5550 Contact Info: Office 613-822-6800 Fax: 309-522-5123 Fax: 613-822-6803 Address: 8066 N. 1200 Avenue Address: 6178 Mitch Owens Road Cambridge, IL 61238 P.O. Box 700 E-Mail: info@carlsonsbarnwood.com Manotick, Ontario, Canada K4M 1A6 E-Mail: david@wood-source.com Reclaimed Barnwood “Carlson's Barnwood Company offers barnwood siding in a variety of natural color hues, grades, and sizes… AT Reclaimed Wood WHOLESALE PRICES! “Recent changes in industrial and agricultural technology, rural to urban population shifts and rapidly changing lifestyles Add character to your building, inside or out, with weather-aged, century-old barnwood siding. Great for exterior or interior have rendered many beautiful old buildings obsolete. In most cases these buildings have been abandoned and would be walls, as well as floors and ceilings, there's nothing quite like the warmth you'll feel when you decorate with rustic, left to decay and collapse. However, our Reclaimed Wood Division understands that there is plenty of life remaining in naturally distressed barnwood! Whether an entire building or an accent wall, barnwood is an excellent choice. We also these classic structures and that by reusing and recycling them we are in fact preserving a unique part of our country's carry old, recycled corrugated tin in rusty or not-so-rusty condition. A great material for ceilings or special effects! Rough- history. sawn and hand-hewn beams are also available at wholesale prices. Dimensional lumber of all sizes is available at wholesale prices, along with shiplap siding, car siding and old clapboard siding. Our experience encompasses relocations of log buildings and timber frame barns and churches to locations all over North America. We have accumulated a large inventory of beautiful antique buildings, all of which are ready to be dismantled Carlson's Barnwood Company also carries a line of old salvaged architectural effects, such as porch poles, cupolas, and relocated to your specified site. This inventory is constantly changing as existing buildings are sold and new ones are fencing, old doors, windows, pressed tin ceiling panels, and more.” added. In addition, we have a yard full of reclaimed wood stock which has been carefully sorted cleaned and graded, ready for use in your building project.” COMMENTS: COMMENTS: • Great customer service! Family owned & operated. We have an established relationship with them. • Good customer service. • Quick turn-around upon receipt of payment - but allow at least one (1) week for delivery. • Product must be imported from Canada, so orders should allow at least one month for arrival. • Can ship for faster delivery, but we would have to pay for that entirely. • Beautiful grey/dark red/mild red/brown board and barn siding and skipped dressed/natural faced sheathing and • Beautiful product, especially rustic brown and grey barn siding. board. • Can be counted on to have products in stock. Carlson!s Barnwood Company! The WoodSource!
  86. 86. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Business Collateral TO: Addressee Name TO: Addressee Name Fax Number: 123.456.7892 Fax Number: 123.456.7892 Date: 3/16/07 Date: 3/16/07 Fax x From: Kevin O'Donnell Number of pages including cover: 1 From: Kevin O'Donnell Number of pages including cover: 1 Regarding: Subject Regarding: Subject Dear Name, Dear Name, Lorem ipsum dolor sit amet, consectetur adipiscing elit, set eiusmod tempor incidunt et labore et dolore magna aliquam. Ut enim ad minim veniam, quis nostrud exerc. Lorem ipsum dolor sit amet, consectetur adipiscing elit, set eiusmod tempor incidunt Irure dolor in reprehend incididunt ut labore et dolore magna aliqua. Ut enim ad minim et labore et dolore magna aliquam. Ut enim ad minim veniam, quis nostrud exerc. veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo Irure dolor in reprehend incididunt ut labore et dolore magna aliqua. Ut enim ad minim consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse molestaie veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo cilum. Tia non ob ea soluad incom dereud facilis est er expedit distinct. Nam liber te consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse molestaie conscient to factor tum poen legum odioque civiuda et tam. Neque pecun modut est cilum. Tia non ob ea soluad incom dereud facilis est er expedit distinct. Nam liber te neque nonor et imper ned libidig met, consectetur adipiscing elit, sed ut labore et conscient to factor tum poen legum odioque civiuda et tam. Neque pecun modut est dolore magna aliquam is nostrud exercitation ullam mmodo consequet. Duis aute in neque nonor et imper ned libidig met, consectetur adipiscing elit, sed ut labore et voluptate velit esse cillum dolore eu fugiat nulla pariatur. dolore magna aliquam is nostrud exercitation ullam mmodo consequet. Duis aute in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Sincerely yours, Sincerely yours, Kevin O'Donnell Kevin O'Donnell
  87. 87. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Experience Thank you - Schorleaf, Inc.
  88. 88. CPC : 09 Brand You Economic Engine Target Prospects Business Planning Experience
  89. 89. CPC : 09 Business Planning Closing Thoughts
  90. 90. CPC : 09 Business Planning Develop your personal brand and make it a core part of your business culture.
  91. 91. CPC : 09 Business Planning Develop your personal brand and make it a core part of your business culture. Convert your unique passions, capabilities, and strengths into a viable economic engine to drive your business.
  92. 92. CPC : 09 Business Planning Develop your personal brand and make it a core part of your business culture. Convert your unique passions, capabilities, and strengths into a viable economic engine to drive your business. Identify prospective clients and markets that match your business plan.
  93. 93. WD Partners kevin.odonnell@wdpartners.com

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