Murals by Mark & Misty is currently a non operational company, whose goal is to become the

leading creator of one-of-a-kind murals in Atlanta, with a reputation for quality. The company plans to showcase their work at local children’s boutiques, and obtain referrals through satisfied clients, contractors and interior design firms. The company makes an effort not to disturb customers during projects. Their marketing is focused on customer service, and uses the tag-lines: ‘No job too small’ and ‘You imagine it, we’ll create it.’ While their current business plan is competent, we believe there is significant room for improvement. We recommend the company’s business strategy be branding-oriented. Due to stiff competition in the Atlanta area, it is crucial that the company differentiate themselves to attract customers. Using the Urgency and Importance matrix (Appendix 1) and the Fishbone diagram (Appendix 2), we suggest the following recommendations regarding sustainability, not-for-profit work, overall identity, advertising and developing an internship program.

Recommendation 1: Use Eco-friendly Paints

Presently, the company does not use environmentally conscious materials. Traditional oil paints contain VOCs (Volatile Organic Compounds), which are harmful to human health as well as the 1

environment; therefore we suggest the introduction of milk paint as an alternative. Milk paint contains low/no VOCs, and adheres to most surfaces. The product comes in a light powder form and is mixed with water on site, which makes transportation cheaper. We also suggest the company offer removable murals as a reusable option and as a possibility for renters, who make up the majority of the Atlanta housing market. A sustainable business model as we’re suggesting would demonstrate the company’s focus on corporate social responsibility. Sales are expected to increase due to the company’s values resonating with clients and setting them apart from rival companies.

Recommendation 2: Undertake Not-for-profit Work

The company firmly believes in creating a community through art, however they currently

undertake no not-for-profit work. We suggest that Mark and Misty dedicate five hours per week to sharing their expertise with autistic children in the elementary school where Misty is teaching. By partnering with the non-profit organization “Art of Autism ”, the company would be fulfilling their goal 2

of giving back to the community. By working with autistic students, the company is “...promoting mental and emotional growth through art.” (Kate Lacour , art and behaviour therapist specializing in work with 3

autistic students). Not-for-profit work not only has a positive impact on the community affected, but also promotes a positive reputation for the company, and would serve to differentiate them from their competitors.

Recommendation 3: Improve Brand Identity

An important component of the branding strategy is the overall look and persona of the company.

This is especially significant for a startup company. The current name: ‘Murals by Mark & Misty’ is constricting and plain. We suggest a name that is open to broader works, such as: ‘Signature Creations’. To accompany this, we recommend a simple logo designed by Mark and Misty that can be signed on all murals. Their logo can be digitized and added to the website, which may slightly increase website

1 http://www.ec.gc.ca/cov-voc/ 2 http://the-art-of-autism.com/the-value-of-art-therapy-for-those-on-the-autism-spectrum/ 3 https://www.linkedin.com/in/kate-lacour-b995a97a

1

development costs. We also recommend using a sole catchy slogan to increase company memorability. As this is a startup, it’s important that they outline their value proposition and purpose as seen in Appendix 3. Identifying their value proposition is key to developing their brand. The ‘look’ will be further developed in the advertising recommendation.

Recommendation 4: Expand Channels

Originally, Murals by Mark and Misty planned to advertise through newspapers, social media, and flyers posted at local businesses. The company estimated an initial advertising cost of $1500, followed by monthly costs of $100. We suggest that Mark and Misty obtain a spot at the Woodstock Farm Fresh Market doing ‘art in a day’, where they set up a canvas and paint for the crowd. We recommend that the owners paint their company car in order to stand out in the community and at events. We also suggest creating an Instagram or VSCO Cam account to advertise their artwork to the community in a 4

free, convenient way. The company could then post special promotions and contact information, and advertise their sustainability value. Currently, they are too small to afford direct social media advertisement, but this can be a future goal. Promoting through social media gives access to a new customer segment, namely Millennials. We suggest that an intern (see intern recommendation below) run the company’s social media accounts, making them attractive to potential customers. By implementing the recommendations listed, the company will be able to reach a larger customer base and connect better with their customers.

Recommendation 5: Hire Interns

The original business plan stated that Mark and Misty would be the only primary employees of

the company, and that additional staff or interns would be hired as needed. Our recommendation is that each year Murals by Mark and Misty hire four upper-year interns; from the Art Institute of Atlanta and Georgia State University. Three of the internships offered would be part-time and unpaid, but would provide value to the interns through a year’s worth of real-world work experience, customer service and skill application. The fourth internship would include the responsibility of developing and managing the company’s social media accounts and Website. This intern would work closely with Mark and Misty to represent and promote the company’s values and projects effectively. Currently the budget allows for a full-time artist salary of $3000 per month, therefore the intern would be paid a stipend of $1500 per month. It is more valuable to hire an intern at this time rather than a professional artist because the company does not have concrete predicted growth numbers, only estimations. We believe that hiring these interns is a mutually beneficial, low-cost strategy towards expanding production capacity and reputation.

Through the implementation of these recommendations, the company should expect an increase

in brand awareness. This should increase revenue and help the company grow towards it’s goal of becoming the leading creator of one-of-a-kind murals in Atlanta.

4 VSCO is an art and technology company empowering people everywhere to create, discover, and connect through social media. https://vsco.co/

2

Business Model Canvas Version 2*

* The bullet points in the green boxes show the ideas from the Business Model Canvas Version 1, while the bullet points in the yellow boxes show additions.

3

Appendix 1: Urgency Importance Matrix

High

Importance

Low

Urgency

High Low

-Develop company identity (Logo, slogan) -Continue to develop relationships with other local businesses -Switch to milk paint

-Create social media account and website -Partner with milk paint producer -Explore other sustainable products (Paint brushes, etc.)

-Request vendor position at farmer’s market -Print posters for high traffic areas

-Initiate internship program -Volunteer at Autism program -Paint company vehicle

Appendix 2: FishBone

Diagram

Appendix 3: Value

Proposition

4

Appendix 4: Financial Statements

Based on research, the average mural is 50 sq ft. This metric is used within the financial statements to determine the number of murals. For example, on the first income statement we assume they paint eight 50 sq ft murals each month and after this we assume they will paint twelve 50 sq ft murals per month. Also, since we don’t know previous numbers of regular and removable murals sold, the income statements contrast each other and show the options of selling either/or. This does not mean we assume they will sell eight or twelve of each, but eight or twelve total. This logic is also used to find the break-even point and for target profit calculations. We suggest aiming for a target profit of an additional $2000 to first reimburse Mark and Misty for the company start-up costs, and then to either invest into developing the company or increase their salaries. In addition, if their company grows this income will allow them to hire another full-time artist.

5

Bibliography

➢ Abston, Stacy. "About Us." Canvas by U! N.p., n.d. Web. 30 Oct. 2016. http://www.canvasbyu.com/

➢ "Bachelor of Fine Arts in Studio." Georgia State University - Art & Design . N.p., n.d. Web. 30 Oct. 2016. http://artdesign.gsu.edu/undergraduate/programs/bachelor-of-fine-arts-in-studio-art/

➢ Benfield, Kaid. "How Public Art Improves the Economic and Social Environment." Sustainable

Cities Collective . N.p., 16 Nov. 2012. Web. 30 Oct. 2016. http://www.sustainablecitiescollective.com/kaidbenfield/91756/how-tough-neighborhood-building-stronger-future-vivid-public-art

➢ "Canvas Super Value Pack, 8" X 10"" Michaels Stores – Art Supplies, Crafts & Framing . Michaels Stores, n.d. Web. 02 Nov. 2016. http://www.michaels.com/artists-loft-super-value-canvas-pack-8in-x-10in/10131568.html#start=14

➢ "Convenience Centers." Forsyth County, Georgia . N.p., n.d. Web. 29 Oct. 2016. http://www.forsythco.com/Departments-Offices/Recycling-Solid-Waste/Convenience-Centers

➢ Davis, Charles. "Mural Pricing Chart." Welcome to DavisImages.com . N.p., n.d. Web. 02 Nov. 2016. http://www.davisimages.com/murals/prices.html

➢ Egly-Thompson, Karen. "What to Know About Milk Paint and Chalk Paint - Houzz." Houzz . N.p., 11 Mar. 2015. Web. 2 Nov. 2016. http://www.houzz.com/ideabooks/44885657/list/what-to-know-about-milk-paint-and-chalk-paint-and-how-to-use-them

➢ "Illustration - Degrees Offered." The Art Institute of Atlanta . The Art Institute of Atlanta, n.d. Web. 30 Oct. 2016. https://www.artinstitutes.edu/atlanta/academics/visual-design/illustration-degree-program

➢ Lacour, Kate. "The Value of Art Therapy for Those on the Autism Spectrum." The Art of Autism . ATR-BC, 20 Dec. 2015. Web. 03 Nov. 2016. http://the-art-of-autism.com/the-value-of-art-therapy-for-those-on-the-autism-spectrum/

➢ "Lavender Fields Wall Mural." Wall Murals and Removable Wall Decals . N.p., n.d. Web. 01 Nov. 2016. https://www.limitlesswalls.com/lavender-fields-wall-mural.html

➢ Responsible Purchasing Network. "Green Purchasing Best Practices: Architectural Paints and ..." National Association of State Procurement Officials (NASPO), Mar. 2013. Web. 1 Nov. 2016. http://www.responsiblepurchasing.org/purchasing_guides/architechtural_paints/naspo_rpn_arhitectural_paints_purchasing_guide.pdf

➢ "Street Art in Atlanta." Wikipedia . Wikimedia Foundation, 8 Oct. 2016. Web. 01 Nov. 2016. https://en.wikipedia.org/wiki/Street_art_in_Atlanta

➢ "Welcome to an Engaged Community." Woodstock, GA . N.p., n.d. Web. 29 Oct. 2016. http://www.woodstockga.gov/

6