"My path has not been determined. I shall have more experiences and pass many more milestones." ~ Agnetha Faltskog
We, the founders of Dirty Mosaic are ecstatic and proud to publish the Milestones thus far achieved by our company in the very first month of its opertion.
Firm: DIRTY MOSAIC Founders:Siddharth Golechha,Varun Rampal & Ashish Modi Milestones Achieved (as on March 31st, 2013): 1. Partnership Deed Registered 2. Generated Revenue of Rs. 14000 3. Successfully completed 2 orders 4. Procurement contract with art frame manufacturer 4. Procurement contract with printing vendor 5. Launched Facebook page for the firm as reference for product catalog 6. Completed full Business Cycles 7. Tie-up with logistics providers 8. Business Cards Printed 9. Web page: http://www.facebook.com/pages/Dirty-Mosaic/496246667101180?fref=ts 10. Analytics implemented for web page 11. Twitter: #DirtyMosaic 12. Logo Designed 13. Excellent consumer feedback 14. Comprehensive E-Plan published 15. e-Commerce website under developement 16. Listed on JustDial.com 17. Applied for PAN Card
Future Milestones : 1. Developing partnerships with art galleries, design institutes, interior designers, photo studios, art graduates etc 2. Providing art personalizations to corporate house Thank You
I would forever be indebted to Dr. T. Prasad, who the students affectionately call Dr. Mandi, for how he helped us immerse into the experience of entrepreneurship through a unique introductory project of the entrepreneurship development course, called the immersion project. I don’t think imbibing the spirit of entrepreneurship in student entrepreneurs in such an innovative manner can be done in any other way. For me, this project was a life changing experience. Earlier, I could not have believed that one single-day project could get me to cherish the endless possibilities of entrepreneurship. But the immersion project helped me to break all the mental barriers which serve as a roadblock and hold all of us back from taking risks.
In this project, we go out of our campus for a day and sell special rhomboid pieces. The speciality of these rhomboid pieces is that we can join them through their slits and can form countless mathematical models out of them.
The preparation process of the project started many days earlier. We contacted the supplier of the rhomboids and entered into a mutual agreement. Then, we procured the rhomboids and learnt the art of making mathematical models out of them. To make the demonstration and sales process easier, we punched holes in the rhomboid pieces and prepared our final products. The D-day soon arrived. We planned ahead and decided the location for our project as the famous ongoing Kala Ghoda Festival where a lot of art lovers visited daily. Initially I was very uneasy with the concept of selling on the streets. I was skeptic whether I would be able to break the shackles and sell. The first thing that came to my mind was how to break free and just sell to earn. So, we decided to build the models on the spot. We found a place and started making the models. This attracted a small crowd. To this crowd, we displayed our models and explained them the concepts involved. With this, we made our first sales. After the sale of first 2-3 sets, we started gaining confidence. Then gradually we learned to identify our target customers explaining them how these models can enhance their mathematical and analytical thinking thereby making them more creative and innovative. Every sale that we completed made us stay at the festival longer. Every sale that we did not make made us learn from it and made us more determined to make the next sale.
The project was an amazing confidence booster for all of us. Each one of us enjoyed it thoroughly. In Immersion, your objective is not sales but you do selling. You are not a salesman but you do sell. Actually, once one undergoes immersion, one understands the true value of immersing. Immersion is not just selling: it’s complete MBA packed in a single experience. Each and every concept of a management degree was truly learnt and imbibed in immersion. We learnt how to manage our finances, how to price the products, who can be our target customers, how can we attract customers, how to manage the inventory and how to manage human behaviour in a real time environment. Being involved with getting the inventory, making it ready to sell: punching holes and combining different colors, and actual selling gave a complete organizational experience. Getting valuable feedback from people, creating goodwill in others’ minds and networking were some other takeaways from this project. We tried our marketing skills trying to segment our target market and applyied multiple strategies to make sales. No book can help us in understanding management and entrepreneurship as what we have learned from immersion. This was the day we realized the power of doing. Till date we used to form strategies and made plans for all our problems. But when we reached the project venue we realized that all the plans are useless unless you actually ‘do’. In the end, we returned with ours heads held high and lives changed forever.
Watch my understanding of the meaning of Immersion project in the above video.
My Immersion Project Experience in Entrepreneurship Development Course by Dr. Mandi at NITIE – I am Ashish Modi, a first year student of PGDIE, I have opted for an elective course called Entrepreneurship Development. Our professor believes in learning through experiencing rather than class room teaching. So here by I am sharing my one such experience which helps in grooming my entrepreneurial skills. This is probably one of the most confidence boosting
experience of my life.
Many
mental ambiguities and dilemmas were cleared off and I realized the actual
meaning of learning through practicing. I do not have even a little experience regarding
earning or making sales prior to immersion project, so it was hard to decide –
where to start and how to start. After some brain storming decided to go to
Kala Ghoda Art Festival Ground, as it is the best venue to make sales of a
product having art relevance. The another benefit of selecting this venue is to
get our target customer segment in ample at one location. We reached there in
the early evening hours and tried to sell the models but could not get success
in first half an hour. But very soon capturing our energy level through entrepreneurship
spirit bubbling inside us we approached a man in his early 40’s with his
family, we explained the construction method of model and benefits out of it.
He was listening very consciously and observing us. Finally he purchased one
set of blocks and introduced himself as Creative Head of 3M and gave us his
card for future reference seeking update on such creative products. That moment
had boosted our confidence like anything; just imagine making first sales to
such a renowned personality matters great for success of project that day.
As we went on approaching the visitors at fest, we learnt how
pricing is to be kept, who can be our potential customers, how do we attract
customers, how to approach customers, etc in a real business dealing experience
rather than bookish philosophies. It was UNLEARNING, SELLING, EARNING,
EXPERIENCING, LEARNING and RELISHING. Our customers had wide range including
architecture students as it is a good medium for them to explore their creative
skills through mathematical configurations, housewives for interior decoration
purposes, juvenile girls for entertainment, children in age group of 12-14
years as toy for them and a lot.
Also, while selling, several other marketing strategies came to
our mind, and we tried executing them eg. offering half a set for more than
half the price, selling ready-made pieces and like that to satisfy customers
having lower purchasing capabilities and those wishing for certain
customizations.
The intangibles that we earned more than money that day were
goodwill, valuable feedback, great contacts, and catalysts to achieve our entrepreneurship
aspirations. In all it was a life time and life shaping experience.
Sincere thanks to Dr. Mandi (Prasad Sir) for inspiring
us to take this project……… Watch me speak about my immersion experience here -
My Immersion Project Experience for Entrepreneurship Development course by Dr. Mandi - I am Siddharth Golechha, a first year student of Post Graduate Diploma in Industrial Management at NITIE, Mumbai. I have taken an elective course called Entrepreneurship Development. I see myself as a creative person and seek ways to create new things, find new ways of doing existing things. It gives me a sense of satisfaction, thrill and adventure to do something unknown or to create something. It is with this desire of creating something new, creating value for the society, I want to become an entrepreneur. This is the main motivation for me to join this course. Our professor for this course, Dr. T Prasad (affectionately known as Dr. Mandi) uses unconventional methods of teaching. I really like this approach as I learn better and faster by doing or by unconventional ways. For this course, the students had to undergo an immersion project which required us to procure rhomboid plastic sheets from a vendor which when assembled, generates beautiful designs and sell these rhomboid sheets to people on the street. This taught us how an entrepreneur works right from the stage of getting raw materials and process them and finally make it available for the end consumer. The selling experience was a first for me and a mind opening one too. I thoroughly enjoyed undertaking this exercise. I could not go with my batchmates for the immersion project to Kala Ghoda Arts Festival because of my medical condition. I had injured my knee and had to undergo a surgery just before the immersion was planned. And therefore, my immersion project experience is a little different from them. Having missed this golden chance of learning with my friends, I decided to do the immersion project on my own. I spoke with many batchmates about their strategies and their experiences of the immersion project. They told me several stories (which they have mentioned in their experiences) which instilled a sense of wonder, adventure and curiousity in me.
Never having done anything similar like this before, or never done a sale in my life earlier, I was also nervous and skeptical about how I would manage to do this. More than anything, it was my own mental block that I had to overcome. Feelings of shyness, embarrassment to approach strangers and doubts about my own confidence started engulfing me even before I could actually go out to make sales.
But determined as I was, I thought to myself, what I always think at such times, when I am afraid of something, that the only way to overcome fear is to face it. I started thinking and making strategies of what people I should approach and who would be attracted to the product (rhomboids) I was selling. The rhomboids are an excellent way to express creativity and the only limitation to the kinds of designs that one can make out of these simple plastic screens is his own imagination.
As a design enthusiast myself, I began thinking what people would be interested in expressing creativity through designs. I have a few friends in fashion apparel designing and I thought fasshion designing students could be a possible audience for my products. So, one a weekday, I took a bagfull of rhomboids and went to SNDT University Juhu and waited outside the campus to spot some students. I saw a few girls entering the campus at around noon. I introduced myself to them and asked them if they are apparel designing students. Fortunately, they indeed were design students. I showed them some rhomboid structures which I created for demonstration. I did not ask them to buy the rhomboids but instead I asked them to create a few simple ones on their own and offered them help for the same. The girls looked interested in this exercise and tried their hands at some simple designs. I asked them if this could somehow inspire them in their apparel designing and if they could make a prototype with the rhomboid pieces at first and then tranlate it into an apparel design. They said they have an exercise on creating apparels from unconventional materials like this and expressed interest in these designs. I asked them whether they would like to buy these pieces. I was happy when they bought 3 packs of rhomboid pieces from me and even more amazed when I could sell to these girl without any bargaining from their side!
This exercise taught me a few things which I would like to cite as follows - 1) One should get as many customer insights as possible to sell better. 2) A push strategy will not work in such products, one has to create that environment through effective publicity and marketing and demonstrations that the consumer themselves ask for the product. 3) On a personal front, I felt like a winner on stepping out of my comfort zone and actually sell products. It encouraged me to be more outgoing and boosted my self-confidence. Watch me speak on my immersion project experience here.
Thank you. Siddharth Golechha PGDIM - 19, Roll Number 158, NITIE Mumbai
Dear readers This is an attempt by three individuals (Ashish Modi, Siddharth Golechha, Varun Rampal) who are passionate about enterprising and want to create value for the society. We are passionate about technology, art and value human relationships. Dirty Mosaic is an attempt to bring these three things together (Art, technology and relationships). We make customized and personalized art which is inspired by popular culture, happenings in the society and influences which has shaped our intellect. We offer customized art in various sizes, elegant and tasteful frames and also take care of the shipping. All you have to do is make a choice from the available template on our Facebook page (Dirty Mosaic on FB) or let us know an idea and we will implement it for you! We give choices of size and design of frames. You could upload your picture and inbox us your message for yourself or your loved ones and we will make it happen! Following is our business plan. Please let us know if we could improve and refine it. Any questions and criticism is welcome.
E - Plan
DIRTY MOSAIC
An Entrepreneurial Limited Liability Partnership firm wholly owned and operated by GULAAL Partners -
Varun Rampal Siddharth Golechha Ashish Modi
The company is founded under the guidance of and mentorship by Dr. T Prasad, Professor, Entrepreneurship Development NITIE, Mumbai 1.0 Executive Summary 1.1 Company Dirty Mosaic is an exciting new business that provides online custom art designing and framing service. The cornerstone of Dirty Mosaic’s business is high-quality and personalized art designing and framing. Dirty Mosaic is unique in its field in that it offers same-day custom art designing and framing, in contrast to the industry-standard multiple-day lead time. Dirty Mosaic is founded on a dedication to offer the Mumbai metro area the most innovative, trend-setting designs and a finished product of impeccable quality at unmatched speeds. Post graduate management students of National Institute of Industrial Engineering, Mumbai, Varun Rampal, Siddharth Golechha and Ashish Modi currently hold the company’s stock. The owners bring a combined total of more than 10 years of industry experience to the company. 1.2 Products and Services Imagine the ability to create a totally custom art. You choose the material and style of the art, and then the image and effects you want on the art. This is the ultimate form of expression. There are no limits to what you can communicate. Some people might show their fanaticism for a particular sports team, others a musician, while some people might show a social message or cause on their shirt. Whatever you may decide, you can print any image on your shirt. Dirty Mosaic offers editing, personalization and customization of pictures and photographs as per customer requirements along with additional services, such as designing arts, printing, photo editing, framing and production of art in a variety of digital formats. 2.0 Market Segmentation: Target Market Our Market –
Young men and women - 18 to 35 years of age of Middle Class and Upper Middle Class families
Students with and without a regular source of income
Socio-economic segmentation: niche customer segment who have a taste in arts, who appreciate aesthetics or who are very passionate about sports/ music etc.
3.0 Strategy and Implementation 3.1 Competitive Edge
Our core competency is innovation, creativity and art in photo editing, art designing personalization and framing at unmatched speeds
With our knowledge on how to attractively personalize and frame photos and art we have found starting a framing business as the ideal venture. Offering a range of additional services, such as printing, photo editing, framing, and production of photos in a variety of digital formats.
We are one of the first movers in this field of business, a natural advantage
We plan to achieve sustainability through our unique distribution channel
3.2 Marketing Strategy
Promotion - Internet
Social Media: Website, Facebook, Twitter, blog promoting the company
Word of Mouth and informal social groups
Attractive offers for loyal customers
Engage in Web-based marketing for the next year to generate awareness of the company and its products and services.
Subsequently invest in Internet based advertising, which is currently very cost effective
3.3 Web Plan Summary Dirty Mosaic will use their website as their catalog and ordering device. The website will be a complete product and service offering as well as to provide company information. The website is being designed with simplicity in mind. It is imperative that customers are able to navigate throughout the site intuitively with no problems. Dirty Mosaic will be bench-marking websites such as Amazon's to develop the best practices for the different elements of the site. A phone number will be offered on the website to remedy the problems that customers might encounter. 3.4 Cost Strategy
Central Sourcing from single vendor for economies of scale
Long term agreement with photo frames vendor
Long term agreement with printing services provider
Next Milestone: Independent sourcing of different types of paper for custom arts
4.0 Milestones Achieved
Entered into a procurement agreement with art frame manufacturer
Entered into a procurement agreement with printing service provider
Made first sale - framed collages for college committees
Received order for creating 17 personalized framed collage arts
Designed a logo for the company
Website of the company
Launched Facebook page of the company
5.0 Start-up Summary Dirty Mosaic has incurred the following start-up expenses:
Legal fees for the business formation - Rs. 2200
Raw material expense - Rs. 3000
Logistics expenses (estimated) - Rs. 400
6.0 The Future We would be working towards working with complementary service providers and businesses such as photographers, photo studios, art galleries, interior decorators and home-decor stores by creating beautiful art that serve the client's needs, offering excellent service and flexibility with a very personal touch, and offering all the value-added services related to art.
