THE CHALLENGE OF TAKING DESIGN
TO BRAZILIAN SME’S
It is not a secret that design is able to increase businesses competitiveness, and there are a lot of studies that can support this thesis. Therefore, the Brazilian Micro and Small Business Support Service (Sebrae) called us to think about its Design actions for small businesses at a national level from 2015 to 2017.
A TOTAL OF 29 ACTIONS WERE DETAILED, AFTER BEING CREATED IN COLLABORATION WITH AND VALIDATED BY A GROUP OF 16 DESIGN MANAGERS FROM ALL GEOGRAPHICAL REGIONS OF BRAZIL.
At first, we analyzed the history of Sebrae's performance in this area and sought to understand the current demand of SME’s in Brazil. This survey made it possible to guide on how our client could meet the design demands of its customers.
With the SME’s needs, their previous experiences and interests, as well as specificities of Sebrae's performance, we were able to indicate weaknesses and opportunities, and a plan focused in three main strategies: promotion and diffusion of design use; strengthening of Sebrae's services on the theme; and building a encouraging environment for the use of design in small businesses.
In addition, the national scope planning also considered different stakeholders and delivered 29 suggestions for detailed actions in different approaches: structuring, dissemination and maintenance. Classified according to their impact (necessity, visibility and feasibility) the actions served as a guide in decision-making and implementation.