Part 1
Start working on Part 1 of the module assignment after completing lesson 1.1.
Now it’s time to get typing. This is the start of your strategic planning and research; you’ll use all this information in your report. To start this activity, you need to have knowledge about the course assignment (found at the bottom of the Module Overview page) and answer the questions with the brief in mind.
Who and what are Brodie’s Books? Describe the client and the business in your own words. Include things like their location and the unique concept they have for their retail space.
What are Brodie’s Books’ unique selling point? What makes them stand out from their competitors?
Who is Brodie’s Books’ target market? Create at least two buyer personas to define your target market clearly.
Who are Brodie’s Books’ competitors? Name at least two and describe their brands in a couple of sentences.
Now that you have the answers to the questions above you need to:
Write down a goal (what does the client want to achieve?);
and how you are going to achieve that goal.
Answers
- Who and what are Brodie’s Books? Describe the client and the business in your own words. Include things like their location and the unique concept they have for their retail space.
Broodie's books is a small online business selling rare, collectible second-hand books. The owners of the business are Isla Stewart and Njabulo Dlova from Edinburgh, Scotland. They have been running their online bookshop for the past 15 years and are looking to expand the brand by opening a physical store where people can buy and discuss their rare books and enjoy a cup of their home-brewed coffee. Their business has been extremely successful so far and they were able to purchase an old bar, located in the well-known Royal Mile section of the city, that they want to convert into a bookstore.
- What are Brodie’s Books’ unique selling point? What makes them stand out from their competitors?
Broodie's books wants to offer a comfortable space for book lovers, where they can feel at ease and can escape the hustle of real life at least for a moment. Their main focus is on selling rare, collectible books and creating a community around them. Although their main goal is to sell books, the element that makes them stand out is their coffee brand.
- Who is Brodie’s Books’ target market? Create at least two buyer personas to define your target market clearly.
With the central location of the retail outlet, they want to create a safe space for their loyal local customers as well as attract different book lovers and enthusiasts from all around the world and expand their already existing community.
Customer Profile 1 (a local person, living in the same city)
Profile 2 (a tourist from another country)
- Who are Brodie’s Books’ competitors? Name at least two and describe their brands in a couple of sentences.
After doing some research on rare bookstores located in London I was able to find quite many, but only some of them were going for the same style and feel of their brand. The most popular ones that stood out to me were:
Peter Harrington (https://www.peterharrington.co.uk/)
Their business started back in 1969 as a family-owned business. Their brand style is classic and clean while still having a modern feel. They use a simple color palette of dark green, white, and black for the font and illustrations. They aim to provide top-quality service to their customers while still being fare with pricing.
Maggs Bros. Ltd. (https://www.maggs.com/)
This business was established in 1853, Maggs Bros. Ltd. and is one of the world’s largest antiquarian booksellers. Although they are an old brand they try to embrace modern technology and stay on track with time by selling books online as well as on their store location. The color palette they chose to work with is a bit darker and consists of dark grey, copper, and white.
Henry Pordes Books (https://www.henrypordesbooks.com/)
Henry Pordes has been a famous name in the book trade for more than fifty years. As a seller of antiquarian and second-hand books and remainders, the shop is known throughout the bookselling world and is a favourite among Londoners and visitors to London alike. The color palette they have chosen consists of bright blue, white, and grey.
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