1. 3. Development_ 브랜드네임도출
KLEM Project
모두를위한디자인으로아프리카에희망을
Giving hope to Africa by ‘open design solution’

2. 3. Development_ 브랜드네임도출
Designer introduction
LEE JIN YOUNG
i-CLUE DESIGN , Creative Integral designer
Designer is Problem Solver.
No Boundaries in Design.

3. 3. Development_ 브랜드네임도출
Background

4. MALAWI(2012) -Human rate 16,323,044
-
GDP: $ 900/1person (13thpoor country in the world) -Literacy rate: 36% -MedicalDoctor-0.5/1000(person) a day/200people die, HIV/AIDS(920,000person), Malariaand other diseases

5. What What is the problem?

6. GDP $900
Foreign Aid
Passive Attitude
Lack of Job
Poverty
40%
Over Foreign Aid

7. Why
Why we have to solve this problem?

10. Elephantiasis case

11. -Where are all Appropriate technology products in Africa?
-Who are using that products in Africa?
-Are they really necessary for them?
-Are they sustainable enough?
-If there are no aid any more can they produce products by themselves?
-What affect for their industry when we give it to them?
Question for me after facing real situation.

12. 3. Development_ 브랜드네임도출
MISSION
Provide all poor people with an opportunity to become
independent through an open design solution.

13. ‘Open Design Solution’
1.
Improving the poor life situation by self-producing for using open design solution.
2.
Offering chance to get a job for well self-trained people.

14. Design Guide
1.
Using local material
2.
It should be easy to make by local user.
3.
To make it with local people
4.
Be sustainable
5.
Can be developable by local people
6.
Considering business growth potential

15. Market Research
at MALAWI
Conducting design research, finding out the needs of natives, securing the local material considering the unit price and development, site application, improvement, education and dissemination of design solution

16. DesignConceptMinimal material but Maximum design
-
Using just one sheet of fabric and waste tire
-
Using less material but Functional, durable
-
Maximizing merit make it by hand
-
Easy to understand for beginner
-
Should be take minimal cost
-
Fascinate enough design

17. KLEM Shoes making process
*Using local material (Tobacco bag, waste tire…)

19. EDUCATIONThis design was planned for anyone can make and use on the purpose of ‘OPEN DESIGN’ concept at the public level.

20. Practicing
The purpose of this project is to improve the living quality through independent production of goods, as well as to provide the opportunity for goods production by discovering outstanding personnel capable of utilizing technology acquired through the education.

22. BRAND IDENTITY
‘The name of “KLEM” was inspired by African child’s name, ‘Klementi’ suffered from hardship to place the symbolization. The identity of the brand has been established with a shoes designed by the figure hugging one’s feet in the harmonization of a word, Hug in Norwegian.

23. SHARING IDEA
Develop an Open Design Solution for D.I.Y especially designed for natives to make and use by their own, which is applicable in developing countries; Develop and disseminate the related brands; Encourage and support handicraft locally produced in phase

24. Worldwide Participating
America: New York,Newbern, Brazil
Taiwan: Taipei Medical University
Africa: Mozambique, Malawi, swaziland

25. How
How can we make this business keep going.

26. Business Model

27. 3
Clientdefinition
Who
What
How
Feature
KLEM
Value oriented trendy people
Handmade highquality products
Hand made, unique design
Value orientedbrand positioning
Developing Business model
Education/ Manpowergrowing
Cottage industry/
producing
Export to international market
Location International market Feature High quality, Brand power Client International 20~30 consumer
Location Near countryFeature Whole sale, cost downDistribution channelClientMiddle class
Location conventional marketFeatureLow cost, functionalClientLocal market user
1
2

28. Manpower(Unit: person)
Approximateproducing quantities(unit: pair)
Villagename
People
(person)
Student
Producing
people
Aday(8H)
1month
(20days)
1year
(12months)
Chimutu
11,000
3,300
330
2,640
52,800
633,600
Chiwoza
12,320
3,696
370
2,960
59,200
710,400
Chaseta
6,500
1,950
195
1,560
31,200
374,400
Total
29,820
8,946
895
7,160
143,200
1,718,400
Producing ability _ Malawi
Analyzing people who can get an education for shoes making

29. Item
201X
201X+1
201X+2
Sales account
$ 1,718,400
$ 3,436,800
$ 5,155,200
Costof sales
$ 1,185,696
$ 2,062,080
$ 3,093,120
Gross profit
$ 670,176
$ 1,374,720
$ 2,062,080
General administrativecost
$ 368,597
$ 756,096
$ 1,134,144
Operatingprofit
$ 301,579
$ 618,624
$ 927,936
Financial
-A year production anticipate result by 895 peoples
[Reference for current market price ]
Imported conventional market sneakers : Approximate2000~2500 Qacha($ 6~7.5)
Waste tire shoes: 500~600Qacha($1.5~1.8)
KLEM shoes: 230 Qacha($ 0.6)
*Qacha(MWK) / Exchange rate : $1: 360MWK, 1MWK= 약3원(Won)

30. ‘Make an opportunity for the poor by Open Design Solution’
www.facebook.com/klemproject
LEE JIN YOUNG / i-CLUE DESIGN Director#707, 56, Banpo-daero18-gil, Seocho-gu, Seoul, Koreaicluedesign@gmail.com / www.i-cluedesign.com