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Skills Task 2
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Assignment sheet:
Download here:
Due date:
Final due:
Monday end of class,
Week 1 of Term 2
Week 8 learning
Customer profile(s)
Using what we have learned in-class in Skills Task 1, draw up (at least one) customer profile that fits a significant customer segment for the BrickWorks Marketplace.
Market analysis
Use the following links to explore the business environment around shopping centres and the Brickworks Marketplace more specifically. Use scaffolds to structure your notes
https://www.ibisworld.com/au/industry/shopping-centre-operators/5255/
https://www.weekendnotes.com/brickworks-marketplace/
https://www.javelingroup.com/blog/new_business_models_shaping_retail_real_estate/
https://home.kpmg/au/en/home/insights/2021/02/future-of-retail.html
https://profile.id.com.au/west-torrens/individual-income?WebID=230
https://quickstats.censusdata.abs.gov.au/census_services/getproduct/census/2016/quickstat/SSC41450
Download scaffolds here:
Week 9 learning
Pivot survey
Peer sharing
In order to solidify our learning, you will be working in pairs to create a shared SWOT based off of your individual research. You should share with each other what you have learned and take the best data from the other person.
You will then send your completed SWOT to Josh who will display it for the class. You will share with the class ONE key takeaway from each letter of the acronym. The finished SWOT's will be displayed in-class.
Online exploration of CJM's
CJM stands for "Customer Journey Map". You should, in your pairs, look online, using Google Images, at a range of different customer journey maps. You should take notes on what you think are important components of a CJM and share back to the group.
After looking at a range of CJM's work together to create your own template for a CJM. (This can be drawn or made digitally). Please send to Josh by the end of the lesson.
Example of a basic CJM here:
Access an editable CJM here:
https://www.canva.com/design/DAE2ZsU1VKw/r7FWD-2D-P1jWChpcikqLQ/edit?utm_content=DAE2ZsU1VKw&utm_campaign=designshare&utm_medium=link2&utm_source=sharebutton
Video explainer of the CJM:
Customer interviews
For this assignment you need to interview 3x customer segments. At least one segment should be from an aspirational customer segment.
Look at the interview questions assigned for the last assignment. How can they be modified to make sense for this one? Show Josh your thoughts.
Spend a lesson exploring your interviews. Group your findings under the following headings:
Key themes: Things that multiple customers agreed upon. (Be specific with numbers etc). Are these themes significant? In what ways?
New ideas: What did your customers tell you that sparks an idea for an innovation that may create a business? Why will it work? What problems will it solve for the customer?
Interesting outliers: Things that one customer said, that were quite different from other customers. If supported by other people, this could make a key finding.
Pivots: Ways that your thinking has changed as a result of the testing process. This might be things you can add, or change about your customer profile, or your understanding of what the problem is.
Week 10 learning
Putting together first 2-3 pages of the report
Clear heading.
Graphically appealing - clearly relates to the industry.
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Include a table of contents (complete as you go)
Introduction should incorporate key learnings from your research. Please send a draft from Microsoft Word to Josh for feedback before finalising.
A column of writing with a clear graphic on the side is a good way to create visual interest.
Can you graph a few key points and create a visually appealing point of interest?
Please use consistent colouring.
Please use consistent font. No more than two sizes. (One for heading, one for body).
Checkpoint
At this point, you have the opportunity to submit a draft. Due: End of Monday's lesson, Week 10. Please submit to the Moodle.
If you don't take this opportunity to submit a draft, that is your right - but it is likely to impact your success.
Things to submit:
1. Your three customer profiles
2. Your SWOT (research notes)
3. Your Customer Journey Map
4. Your interview key takeaways
Ideation - Round 1
From the research you have done, what are three innovative ideas for keeping Brickworks Marketplace relevant to the modern consumer.
You will have 45 minutes (15 minutes for each idea) to put together a presentation that includes visual demonstrations of these ideas.
Each presentation needs to cover:
1. What is the idea?
2. How does it work?
3. What customer segment would it appeal to?
4. What are three risks and three opportunities of the innovation?
Ideation - Round 2
Whilst your first proposed solution can be radical and focused on bringing in a new customer segment entirely, your second proposed solution should be centered around the current customer profile.
This means your innovation should be centered around a low socio-economic customer, and add value to their experience, whilst also being innovative enough to bring in more people from the local area.
Draft of report due:
End of Thursday's lesson, Week 11
Report structure is as follows:
Page 1 & 2 outlined above. Introduction should be no more than 300 words.
Page 3: Current customer profiles
Page 4: Two solutions + 150 words outlining favoured solution
Holiday homework
Page 5: Cost-benefit analysis of solutions
Page 6: Current Customer Journey Map
Final submission guidelines
As we move towards the due date: Weds 3pm, 11th of March - please find the following supports to help you put together the final report.
Annotated template:
Unpacking template: Video
Cost-benefit analysis template:
Link: Click me
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