Enterprise Day

Learning skills

for work and life

What is enterprise education?

• It’s about helping young people develop:– enterprise capability – financial capability – economic and business understanding

• Enterprise capability is the ability to: – handle uncertainty and respond positively to change – create and implement new ideas and ways of doing things– make reasonable risk/reward assessments – act on these in one’s personal and working life

It is also about innovation, creativity, risk management, having a can-do approach and the drive to make ideas happen.

Vehicle design and marketing project

You will have one day working in a team to design a vehicle to meet the brief from your client. In addition to the design you will be required to cost the production of the vehicle in order to demonstrate potential profits and also devise a marketing plan for your client, to promote the design. At the end of the day you must present your work in competition with other teams in order to win the contract and a prize.

Developing your design

It is vital to remember that you are not designing for yourself but that you must satisfy the requirements of the brief you have been given. When designing a new product you must understand the needs and wants of the end user of the product.

You are designing for a real life situation and not a ‘pimp my ride’ fantasy.

Needs and Wants

Needs• Vital to the product

e.g. a watch must keep accurate time, display this, must be portable

Wants• Satisfy aspirations

e.g. status, sex appeal, image, peer approval, perceived success

If the product is to be successful it is vital to identify the needs of the end user i.e. things that the product cannot be without. However, most products do not consist of the bare minimum requirements to make them function but also have extra features that make consumers want them when compared to similar products.

What You Must Achieve In The Day

• Your team will be given a design brief for the particular vehicle you must create.

• A specification for your vehicle comprising the needs and wants you will identify

• A costing of the specification showing manufacturing and marketing costs and expected profit

• Presentation drawings of internal and external views (1 of each)• A marketing plan for your vehicle including a logo, vehicle name,

strap line, aimed at your target market.

• At the end of the day the whole group must present or ‘pitch’ the above to the client, demonstrating the benefits of your design and justify your design choices.

1: Developing Specification1a. Identify and list ALL needs and as many wants as you

can.

1b. Select from the ‘wants’ to create your ideal design.

1c. Calculate the costs of these features – using a price

list. 1d. Produce the specification. This is your final list stating

what your vehicle will have, be and do. You must not deviate from this specification in any of your design

work.

Start

Wish list

Write initial Specification list

Initial design ideas

Initial marketing ideas

Accuratecosting

Adjusting specification and costing

in line with budgetIf required

FinalSpecificationwith costing

By 10.15

By 10.30

Task 1, Step 1: Identify

Needs specific to vehicle end

user

Wants that appeal to your

end user aspirations

(in your group):

Task 1, Step 2 3 4 5: Selection

2. As a whole group select all the ‘wants’ or ‘wish list’ for your ideal design.

3. Divide yourselves into costing managers, marketing managers and illustrators.

4. The costing and initial illustration and marketing ideas must be finished by 10.15.

5. At 10.15 the group meets again as a whole to negotiate any alterations to the specification made necessary by high costs and then agree on final illustration and marketing plans.

In order to complete all the tasks to a high standard to present at the end of the day, you will allot different tasks to group members according your strengths.

Your ideal design specification must be costed against the price list to ensure it falls within budget including a profit margin.

FinalSpecificationWith costing Development of final

Marketing plan

Development of finalDesign ideas

OutsideIsometric view

InternalIsometric view

Logo Car nameStrap line

Media Advert/s

Presentation In group rooms

2.30

Room winners present at 3.00

Task 2 illustratorsDevelopment of final design ideas

You must provide 2 high quality colour illustrations of your vehicle design. This is very important as it is the best and quickest way for your client to understand your concept and design. An Isometric drawing (3D) will show the most detail in a single drawing. Remember this must match your specification.

•External View

Watch the video on isometric drawing technique on the next slide

•Internal view

Click each video to play

How to draw the interior

How to draw the exterior

Click on blue box to view videos

Task 2 marketing

Development of final Marketing planYou should submit 4 examples of each of the following from which your client may choose:

• Logo This should be simple stylised and symbolic of your design concept

• Car Name This should reflect the style of the vehicle and appeal the aspirations of your potential end users

• Strap Line This is like a slogan that will help to identify and reinforce your brand. It should reflect your design and be memorable. Example: ‘The car in front is a Toyota’ ‘The only other car you’ll see is in the rear view mirror’

Task 2 marketing

Development of final Marketing plan

Media/advertising

You must provide one or more of the following kinds of advertising:

• Poster• TV• Leaflet• Radio

REMEMBER! Presentation is crucial. You should present a finished product that could be used without any further alteration.

Group Presentation 1

At the end of your time you must have:• A completed budget• Internal/external views of the vehicle• At least 1 example of your proposed advert• A logo, product name and strap line

You may also wish to present any other design ideas or information about your product that you think will impress your client

Group Presentation 2

• All members of your group must be involved in the presentation.

• You must talk the client through the reasons for the design you have created and justify your choices. You must make it clear to the client and the other groups why your design should be chosen.

• You should be prepared to answer questions about your design and foresee any weaknesses or limitations that the client or other groups may challenge you on.

Presentations: how not to do it

Click on the blue box to view two presentations.

The video clips shows two different styles of presenting the same information. Discuss why both are of a poor standard and use this to help you plan your own presentation.

How not to present, analysis.

• The following points illustrated in the two video clips should be noted and avoided:

• Being apologetic or overconfident• Talking too quietly/slowly/quickly• Not making eye contact• Reading from notes• Hesitation/‘ums and ahs’/using ‘like’ inappropriately• Too much technical jargon without explanation• Not meeting the brief• Saying that you know better than the client (even if its true)• Not being prepared for questions

Brief for FAMILY CAR

No. of passengers 2 adults 4 children 1 pet 

Target market most families

 Features it must have• Individual seats for all persons• Seatbelts for all• Space for the pet• Ample storage for luggage etc• Ease of access for all

 

Optional features (these are by no means exhaustive you should add others of your own devising)

• Removable seats for multi purpose

• Grille to keep pet separate from passengers

• Roof rack for luggage bikes etc

Selling price £18,000 Basic manufacturing cost £8,400

Add 10% for marketing costs Add VAT @ 17.5% to total cost and subtract from selling price to obtain profit margin.

Brief for LUXURY CAR

No. of passengers Four adults or more

Target market Affluent professionals, celebrities, ‘wannabees’

Features it must have • Very high degree of luxury

specifications and entertainment

Optional features (these are by no means exhaustive you should add others of your own devising)

• Leather seats • TV• Tinted windscreens• High spec music system• Bar

Selling price £85,000

Basic manufacturing cost £57,900 

Add 10% for marketing costs

Add VAT @ 17.5% to total cost and subtract from selling price to obtain profit margin.

Brief for SPORTS CAR

No. of passengers 2 adults minimum 

Target market City professionals children of the super rich

Features it must have• Sleek styling• Low profile• High performance• High spec interior 

Add VAT @ 17.5% to total cost and subtract from selling price to obtain profit margin.

Optional features (these are by no means exhaustive you should add others of your own devising)

• Leather seats• Tinted windscreen• Retractable wing mirrors

Selling price £75,000

Basic manufacturing cost £39,900

Add 10% for marketing costs

Brief for CAMPER VAN

No. of passengers 2 adults and 2 children

Target market middle to upper income families

 Features it must have;• Converts to sleep 4• Area to eat at a table• Storage• Sink• Cooking facilities comprising of at

least a hob and grill• Fridge• Seating and beds for four (seats

may convert into beds}

Optional features (these are by no means exhaustive you should add others from the list supplied)

• Oven• Shower• Toilet• Pop up roof• Awning

Selling price £39,000 Basic manufacturing cost £20,100

Add 10% for marketing costs.

Add VAT @ 17.5% to total cost and subtract from selling price to obtain profit margin

Parts price list

Click here to view parts price list

Student project evaluation sheet

Click here to view Evaluation Sheet

Exemplar work

Exemplar work

Exemplar work

Exemplar work