Opening new channelsCo-working spaceI was trying to find a viable solution for the following problem statement: How might I helpPannonvin open its physical shop on the Danish market in a way that is appealing to itstarget audience while stabilizing the business model due to Covid-19?How Covid-19 has changed the workflow?Findings from surveyRanders is a city in East Jutland with62,482 inhabitants, which makes it Denmark’s6th largest city. In East Jutland,Randers is the second-largest city afterAarhus.The city has educations within primaryand lower secondary schools, privateand independent schools, specialschools, continuing schools, preparatoryeducations, youth educations, vocationaleducations and higher educations whichare closed right now but the educationstill continues online.There are two higher-educational institutionsIn 200 m radius: One is Pædagoguddannelseni Randers and theother is VIA University College Campus,Randers. This gives a possibility to aimand reach a different audience than thedefined one of Pannonvin.Here came up the idea that we shouldrethink the wine bar concept and think ina hybrid model which could operate asa café/bar and co-working space at thesame time.The survey was filled out by 35 respondentswho were female (66%), male(32%), and one who preferred not toshare its gender (1%) – aged between20-51 (The majority were between 20-29(71%)). More than half (57%) of themare currently students, almost 28% areworking full-time and slightly more than8% work as a freelancer, 5.7% work parttimeand only one stated that they areunemployed. The average working hourper day was mostly stated by 6 hours(20%) and 8 hours (22.9%) which meansthe average working hours per week isfrom 30–40 hours.Almost 90% (88.6%) said their workflowwas influenced somehow by Covid-19and most of them appointed between5 (22.9%) and 6 (28.6%), and some ofthem marked 9 (14.3%) on a 1-10 scalewhere 1 meant less influence and 10meant complete change. The majority(91.6%) determined the strength of influencefrom 5 points, which means theeffect of Covid-19 had reached Denmarkas well as the other nations worldwide.In the next question I asked them ifthey had tried alternative places to workduring the Covid-19 period where themajority chose home (60%), then thelibrary (22.9%) and café (20%). Also,22.9% said it was not necessary. Then Iasked them which was the most comfortableand effective in their opinion. Themost comfortable place to work seemsto be home (63.6%), but only 47.1% ofthem thought it was the most effectivetoo. The second most comfortable placeto do work is the library with 24.2% andthis number increased to 35.3% whenthey judged it by productivity and effectivenessview. The third most comfortableplace is café with 9.1% and slightlyincreased (11.8%) in effectiveness.BrandingThe logo and thebrand identityof Kage wasalso based onresearch, andwas optimizedto the target audience’staste. Theresearch wasevaluated by A/Btesting methodthat consisted oftesting in paralleltwo differentversions of logoswith similar domains(restaurantsand cafés).Therefore, thelogo of Kagewas designedafter the twomost preferredlogotypes, andcolour schemesthat were usedin banners,menus and otherfeatures.When they were asked if they couldimagine working in the same place asnow (at the time of answering), 45.7%responded with “yes”, 22.9% said “no”,and 31.4% answered with “maybe”.People tend to use their laptops (85.7%),phones (62.9%) and desktop computers(31.4%) for their work. And the nextquestion was referred to the objects andenvironment they see around their workingstation (desk)Flyer for cakesFlyer for winesAt last, they were asked if they could,would they do their work/tasks in a café/bar environment, which respects theirworking space and has special offers.42.9% of the respondents stated “yes”,25.7% said “no” and 31.4% answeredwith “maybe”.20
The MVP for KageThe majority prefers an aesthetically pleasing, modern, comfortable and flexible atmosphere while working regardless of age. These features were described as customizable space for every employee(an optimal space would start from 7 square meters). A modern workspace or design means flexible layouts like movable tables and objects and dividers, sit-stand desks and biophilia design with naturallightning, which means employees prefer indoors plants or a green zone near their physical place to contribute to human health. Based on these insights, I modelled an MVP that satisfies these needs.21
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