How to develop a concept
Video: Architecture Short Course: How to Develop a Design Concept 2024, July
The concept in relation to a commercial enterprise is the business plan of the future business. In other words, a set of rules and technical specifications for all the main areas: creating a product with a unique selling proposition, its promotion and implementation.
You will need
computer phone
Instruction manual
1
Evaluate the idea on which you intend to develop the concept, in three areas: representation on the market, demand for a potential audience, and the complexity of the project. The latter should be understood as the production of a product or the provision of services, as well as their marketing.
2
Determine which specialists will be involved in the initial stage of the business plan. For example, when developing a restaurant concept, initially you need the help of a marketer, designer and chef. Secondary "Eshalon" - financier, personnel manager, service manager. Concept development should cover the main aspects of the restaurant, namely the relationship of the name, interior, cuisine, pricing, recruiting, service, marketing policies.
3
Analyze a few possible future product names. It is necessary to analyze the appearance, hearing, comprehensibility of the target audience, memorability and security. Leaving two or three options, take an interest in the opinions of relatives and friends. Of course, they should belong to a group of potential customers. If resources allow - conduct a mass survey. You can interview on your own, or you can engage a marketing company.
4
Combine the idea that you originally had with the name you stopped at. The result should be an image of the future concept of a product or service. Now it's up to the corporate identity. In the case of our example, the choice of the design of the premises for the restaurant. If it is called "Beethoven" - the design is preferably in a classic or even solemn style. If you settled on a playful name - a design choice to match.
5
Add a unique selling proposition. If you are at a loss about what is suitable for this role, answer the following question for yourself: why would you buy this kind of offer? Having created the image, determine the anchor audience, i.e. those for whom your unique selling proposition is primarily designed. When you have a clear audience, you can start marketing and marketing plans. The business plan is ready, now it remains to competently implement it.
note
The concept is a multifaceted concept, skip one of the components, and the puzzle will not work out.
Useful advice
When developing the concept, one should adhere to clear guidelines for the main target audience. Constantly ask yourself who, why, and at what cost will buy your product.
