This document outlines a design thinking business plan to start a company providing original and print paintings for home decor. The plan involves 5 phases: empathizing by identifying a need for affordable paintings; defining targets and alternatives; ideating an artist studio producing 100 paintings per month; prototyping an initial portfolio; and testing feedback. The business aims to improve home interiors and increase property values by supplying paintings to residential and commercial developers.

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DESIGN THINKING BUSINESS PLAN
(Case Study)
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2. DESIGN THINKING
BUSINESS PLAN

3. Introduction
⚫There is continued development of residential &
commercial estates globally
⚫Decorations (business opportunities):
⚪ Wall paintings,
⚪ Clocks &
⚪ Other hangings
⚫Goal:
⚪ Providing original & print paintings to commercial and
residential estates
⚪ Improves the interior of the house in turn increasing the
market potential.

4. Design Think Process
⚫Dam and Teo (2019) highlights five steps to
the design think process:
⚫This include:
⮚ Empathize
⮚ Define
⮚ Ideate
⮚ Prototype
⮚ Testing
⚫And eventual feedback.

5. Empathize
Key features in house decorations:
⚪ The ease and creativity required to ensure the maximum
optimization of space is still a big challenge
⚪ A general lack of decorative objects such as paintings within homes
⚪ Rise in trend of development of the gated estates containing
furnished and decorated houses adds to the market
⚪ Need of paintings and other decorative products in large numbers
provide a business opportunity

6. Definition
Research tasks were carried out:
⚪ Evaluating the percentage of individuals that would
prefer original and print paintings within their homes
for decorative purposes.
⚪ A study among developers and real estate agents with
regards to whether they would take up paintings in
large numbers as effective decorations for their
developed multiple units in the gated communities.
⚫Both highlighted a possible opportunity in
supplying both original and print paintings for
the decorative purposes

7. Cont.
Among the alternatives developed include;
⮚ Provision of original paintings to the tune of 100
paintings a month
⮚ Provision of 50 original paintings and 50 prints every
month
⮚ Provision of print only paintings
⚫All these include stretching and installation of
the paintings in appropriate spaces within the
house units developed.

8. Ideate
⚫Business Plan
⚫Artist’s studio space housing up to 5 artists
⚫100 paintings produced every month
⚫Paintings should be:
⮚ Simple
⮚ Attractive
⮚ Captivating
⮚ Inspiring
⚫And all of them should be Appropriate

9. Prototype
⚫Include development of first 100 pieces
⚫Development of Portfolio and proposal for the
business idea
⚫Highlighting the various target markets in
construction developers and real estate managers
⚫Business Proposal should include among others
⮚ The work load
⮚ The budgeting and expected timelines
⮚ Description of different types of product to be produced

10. Testing & Feedback
⚫The idea has been widely applied in low scale
⚫Pictures of such set ups will include the contents of
the portfolio for presentation
⚫Spaces in such developed estates procured to carry
out the testing of the idea to also form part of the
portfolio
⚫Significant appreciation by the potential clients of
the painting and decorative efforts
⚫Increased potential of house sale on account of the
additional decorations

11. Conclusion
⚫Effective portfolio and presentation development
significantly impacts business plan
⚫Factors that guarantee business viability and
eventual success.
⮚ Need of decorations for houses
⮚ Continued development of the construction industry with
residential and commercial buildings

12. References
⚫ Dam R. F. and Teo Y. S. (2019). 5 stages in the Design Thinking process. [online]
interaction-design.org. Available at https://www.interaction-
design.org/literature/article/5-stages-in-the-design-thinking-process
⚫ Brown, T. and Wyatt, J., 2010. Design thinking for social
innovation. Development Outreach, 12(1), pp.29-43.
⚫ Nagai, Y. and Noguchi, H., 2003. An experimental study on the design
thinking process started from difficult keywords: modeling the thinking
process of creative design. Journal of engineering design, 14(4), pp.429-
437.
⚫ Plattner, H., Meinel, C. and Leifer, L. eds., 2010. Design thinking:
understand–improve–apply. Springer Science & Business Media.
⚫ Razzouk, R. and Shute, V., 2012. What is design thinking and why is it
important?. Review of educational research, 82(3), pp.330-348.
⚫ Meinel, C. and Leifer, L., 2012. Design thinking research. In Design
thinking research (pp. 1-11). Springer, Berlin, Heidelberg.
⚫ Dorst, K., 2010. The nature of design thinking. In Design thinking research
symposium. DAB Documents.

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