To get a better idea of who I am and what I’m presenting for my final project, I thought I would just paste sections of my Inc Space App as I think this represents the best selection of information relating to a business plan.
1 Background to your Business/Social Enterprise/Practice
Olla!’s name derives from the Latin word for “pot”. Ceramic olla’s have been making appearances in variant forms through many different cultures since man laid their hands on clay. A common use for an olla pot has been for storage, which is where the inspiration for a canister range came along. This has then expanded and Olla! has grown into an idea of a lifestyle rather than just an object. I have made Olla! in to a quirky, cheerful brand and this is hopefully reflected within its form, glazes and choice of materials. If the purchase of an Olla! product can cause recurring happiness then its purpose is fulfilled.
A fair range of Olla! vessels and storage pieces have already been completed, with the intention of expansion on product ranges before the end the year. Olla! is in its start-up stages, and can be fully operating by September with the aid of studio space and access to equipment.
Within the Summer, Olla! will be exhibiting at New Designers in London, and Art in Clay in Hatfield. This will give the Olla! brand and product a wide range of exposure, with the above shows being heavily tied to retail. The point of these shows is not to move my product into retail stores but to create an online presence. I will also be applying for various high end craft markets throughout the next coming months, including Rhwbina’s handmade market in Penarth which is being funded by the Student Centre for Entrepreneurship. After creating a significant online following and stock range, I plan to move my brand onto the high street market mid 2018.
2 Products and/or services offered
Olla! provides a range of collectable ceramic-ware that can be individually customised for your home through a palette of glazes, illustrative designs and a range of wooden and pewter accompaniments. A purchase of an Olla! product is an investment into a brand that aims to be a reliable household name, with an expansion of products outside of ceramic-ware released at the end of 2017. I plan to develop the Olla! brand into one that resides within products throughout the home, and not just within the tableware or kitchenware department.
The current range contains;
- A spice canister set in two different sizes
- A pasta canister
- A spaghetti canister
- A shallow canister
- A small fruit bowl
- A tall vase
- A short vase with pewter neck
- A small sugar canister with pewter lid and spoon
- A cup with pewter handle
With the same mould, but with the use of different clays and glazes, the range can be expanded without a great deal of time put into designing new products.
An estimated timeline for my plan of action for possible Inc Space residency –
May-July: With the degree show completed, I will be spending the majority of my free time making use of the Uni facilities. This will involve making duplicate moulds which will make batch producing more efficient; making several buckets of liquid clay slip so that when I return to making I can do so straight away as all materials will be ready; and producing as much stock as possible for the Summer shows.
July-Sept: With no access to workshops, the Summer will be spent researching upcoming trending palettes and forms, and translating these into designs that I can use for new releases.
Sept-Nov: Batch producing the already created product line for Christmas sales, markets and shows.
Oct-Dec: The designing and creation of new products. I would like to include the following items within the 2017 release:
- Pinch pots (salt, pepper etc)
- Ceramic milk carton for drinks storage
- Egg storage
- Dinner set – bowl, dinner plate, salad plate, cutlery.
- Trinket boxes or small jewellery storage
- Items for the bathroom including sink sets and toilet brush holder
2017 Jan-April: Release of new line, continue production.
April-June: Research into expansion of products outside of ceramics. This would probably take the form of collaboration between lighting, textile and many other specialised designers within the homeware field.
June-Sept: Production of new line, while continuation of old. Batch production for up-coming Winter holidays.
Profits earned from year in residency will be invested into equipment for other studio space, or a hopeful second year in Inc Space would be achieved.
3 Market Research
The target market is that of hand crafted homeware, professional but personal too. I would group myself with brands like Jessica Thorn, MUD Australia and ‘Host’ by New Norm. These brands have been made with function in mind but still show their handcrafted qualities. My main competition would be one-man brands that are also just starting off, with contrasting brands like Denby who offers beautiful durable ware for considerable prices. A competing point against brands like Denby would be that they also offer vast range of matching products, like I am offering.
The main trends that I have identified for this year is a new take on vintage colours and forms. The main palette that I have spotted is that of pastel colours, so I have taken these characteristics and developed them into bright glazes that line the inside of my vessels. The outsides are left with a contrasting 60s terracotta style surface. I have placed these in various style kitchens from Country Kitchen, to grey granite, acid colour backwash to beyond and they have complimented each design they’re paired with.
The current value for the craft market is £1billion, and is rising with the desire to own non-mass manufactured objects. By keeping to the homeware side, I am tending to both the need for something unique and the need that object to be reliable and functional.
4 Why will anyone buy from you, use your services or show your work
While Olla! aims to satisfy current trending colour palettes, it likes to take inspiration from vintage styles within ceramics. The combination of the two, with an addition of quirky illustrations or complimentary materials like wood or pewter, makes Olla! a unique brand and hopefully a trend-setter. Through the customisable options, it is possible to find a product that will suit any room with any style. This ease of change of colour and function makes the Olla! product a timeless piece, evolving with trends but keeping the form simple and familiar at the same time.
Olla! realises that there is a desire for beautiful handmade products, but possibly not the capital to purchase them. With this in mind, the processes that go into making my range is kept as efficient as possible, so that the price tag of the products can be kept as affordable as it could be. Even with low-cost processes and materials, I will make Olla! products durable and to stand the test of time.
With these traits, I want to make Olla! a brand that customers keep coming back to and develop a relationship with. I want to make Olla! a brand that people can know on a personal level, with social media updates of how the products are made, insights into studio processes and materials, and then awarding loyal customers with newsletters of up-coming releases, discounts and more. The connection between the consumer and the product does not end with just the product, but with the maker itself. The consumer can learn about the love and care that goes into every Olla! product, and that it has only passed through one pair of hands to get to them (besides the postman of course!).
To conclude, I believe the reasons you would want to own an Olla! product are:
- These handmade items won’t break the bank
- They are strong, durable and will last a long time
- There is a colour to match any setting within the glaze range
- Olla! can be applied to any room
- Each product is completely handmade, with so much care put into small details.