DOUNIA HUGHES

CANDIATE#1302010341
CENTRE: CLARENCE FITZROY BRYANT COLLEGE
CENTRE ID#: 130201
SUBJECT: ENTREPRENEUR UNIT 1
4/29/2016
YEAR: 2016

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TABLE CONTENTS

Aims and Objectives ………………………………… 2

Data Collection …………………………………. 3-4

Review of Industry …………………………………. 5-8

Presentation of Interview Report ……………………. 9-10

Impact on Self ………………………………………… 11

Conclusion ………………………………………… 12

Bibliography ………………………………………… 13

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Aims

It is our intent to identify and highlight the hard work and dedication it takes to make a venture
successful, and to examine Carib Craft and Graphics Designs Ltd from its inception to present.

Objectives

This study will:

 Discuss the characteristics the entrepreneur possesses

 Identify the type of entrepreneur Mr. Phillip is
 Discuss some of the methods of generating ideas that is used by the entrepreneur
 Show how the entrepreneur developed his business concept from an idea
 Discuss methods of protecting innovation and creativity
 Discuss how the entrepreneur nurtures and manages innovation

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Data Collection

In order to obtain the relevant information needed to complete this report both primary and
secondary methods of data collection were used.

Primary data collection was done via a face to face interview. This method of questioning
the subject of study about his business practices whilst taking notes allowed us to have a clear idea
of his meanings behind his expressions. We were able to denote his passion and dedication to the
success of his business.

The secondary data collected involved the use of texts books, the internet, newspapers, and
magazines as well as on site visits in order to observe the business’ day to day functions. This was
very important as it allowed the finalization of this report.

The text books used in the collection of data contains the core information which is in
alignment with the outline of C.A.P.E.’s Syllabus. We were able to use the information to create
linkage between what has been taught and what transpires in an actual working environment. The
internet, newspapers, magazines and site visits also provided important information towards
completing our report.

The duration of the interview was thirty (30) minutes; and we used a series of six (6)
questions to get the basis of our primary data along with the above mentioned secondary data to
formulate the assessment content. Both of the sources used to attain and process the data were
adequate and efficient.

There were a few limitations as the entrepreneur proved to be ever elusive. This is due in
part to his successful venture and the high demand for his time and his expertise. Therefore,
schedules had to be synchronize in order for interviewers to gather the necessary information for
completion of interview report. Another challenge was the synchronization of team members work
schedules to work on presentation. We also unfortunately experienced and endured system failures

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and equipment malfunctions that slowed our process at times. We were however successful in
overcoming these challenges towards a satisfactory end.

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Review of the Industry

In order to get a clear picture of the history of graphic design one must first comprehend the
industrial revolution and the vast changes experienced worldwide in the 18th to 19th century. (Read
…. ahistoryofgraphicdesign.blogspot.com/2011/02/industrial-revolution.html?m=1). With the
changes came new and improved developments that has altered manufacturing from inception to
present state. Technological advancements has come a long way to now include digital elements
that further advances the field of manufacturing as an industry and a business practice.

Manufacturing is responsible for an average contribution of 11% of GDP in Commonwealth

countries. With a substantial impact in Commonwealth Asia which accounts for 18% GDP. The
Commonwealth Caribbean contributes a mere 7% right after the Commonwealth Pacific with 8% of
GDP. The manufacturing giants like the UK, Canada, India and Australia has the largest outputs in
the commonwealth with US$259bn, US$178, US$238bn and US$113bn respectively.

The most active manufacturing sector in the Caribbean is found in Trinidad and Tobago with
a 19% GDP derived from a lucrative and successful petrochemical industry and free-trade zone.
New Zealand is king in the Pacific manufacturing up to 15% GDP exporting on a large scale to
Australian market. The smaller states have the challenge of smaller, higher labour costs, no
economy of scale, remoteness from major markets with cheaper manufactured imports all seen as
hindrances to of growth of this sector in these states. Commonwealth Africa manufacturing
averages 12% and have in fact done the reverse of their smaller counterparts (Pacific and Caribbean)
by harnessing to an extent the presence of a larger market and cheaper labour cost. They do have
challenges as growth is limited by the emphasis on future exportation of products with much earlier
in production chain and less value added. There are institutional challenges, disbanding of trade
quotas OECD countries and increased competition from Asia (China) to be exact.

In St. Kitts & Nevis approximately23.3% is contributed towards GDP this according to (CIA
World Factbook 2012). Manufacturing sector plays a small role in St. Kitts & Nevis economy. The
vast majority comes from the Tourism sector. The manufacturing sector can account for about ¼ of
the industrial sector overall. In fact only 5.53% towards GDP was registered by World Bank in

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2012. The 2010 value added manufacturing in the Federation amounted to USD$ 3.16million of a
total GDP of approximated $738million. Of the 2150 persons employed in the manufacturing field
in the majority of jobs held were held by women.

Some of our main products include cotton, copra, clothing, footwear, beverages and
electronics. We have been estimated to have the largest electronics assembly industry in the Easter
Caribbean. Electrical produce has been very successful; with $54 million in manufactured goods
exported in 2008 to the US. This makes us the largest exporter of goods to the US of the OECS
states and Barbados. This accounts for 63% of all goods exported. Major traders with the
Federation is said to include Germany, Denmark and Turkey. (Observatory of Economic
Complexity, 2010). Our Carib Brewery is the largest producer of alcoholic beverages and employs
100+ to date. We boast a fully automated brew house, a bottling line and a yeast plant. Additionally
the company has breweries in Trinidad and Grenada. With the loss of our traditional and major
agricultural manufacturer in 2005 the government of the day chose to close the sugar industry after
running at a loss for several decades. There has been attempts to stimulate other sectors of our
economy. We have now began a new trend which was replaced with agro-processing and graphics
and designing which includes 4 major players. Google Arts, G Squared, Warner’s one stop Shop-
Memorabilia, as well as Carib Craft and Graphics Ltd.

What is Graphic Designing? Treefrog Inc.www.treefrog.ca/what-is-graphic-design is art

with a purpose. It involves a creative and systematic plan to solve a problem or achieve certain
objectives, with the use of images, symbols or even words. It is visual communication and the
aesthetic expression of concepts and ideas using various graphic elements and tools.
www.aiga.org/what-is-design/AIGA Feb 4, 2016 - Graphic design, also known as communication
design, is the art and practice of planning and projecting ideas and experiences with visual and
textual content. The form of the communication can be physical or virtual, and may include images,
words, or graphic forms.

Graphic design is important to marketing and selling products, and is a critical component of
brochures and logos. Therefore, graphic designers also referred to as graphic artists or
communication designers, often work closely with people in advertising and promotions, public

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relations, and marketing. More often than not, designers specialize in a particular category or type
of client. For example, some create the graphics used on retail products packaging, still others may
work on the visual designs used on book jackets. Therefore, in order to remain relevant and
competitive Graphic designers need to keep up to date with the latest software and computer
technologies

Graphic designers held about 261,600 jobs in 2014. The industries that employed the most
graphic designers were as follows:

Specialized design services 10%

Advertising, public relations, and related services 8%
Newspaper, periodical, book, and directory publishers 7%
Printing and related support activities 7%
Wholesale trade 6%

Specialized design
services

Advertising, public
relations, and related
services
Newspaper, periodical,
book, and directory
publishers
Printing and related
support activities

Wholesale trade

Important Qualities Includes

Analytical skill- Graphic designers must be able to look at their work from the point of view of their
consumers and examine how the designs they develop will be perceived by consumers to ensure they
convey the client’s desired message.

Artistic ability- Graphic designers must be able to create designs that are artistically interesting and
appealing to clients and consumers. They produce rough illustrations of design ideas, either by hand
sketching or by using computer programs.

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Communication skills- Graphic designers must communicate with clients, customers, and other
designers to ensure that their designs accurately reflect the desired message and effectively express
information.

Computer skills- Most graphic designers use specialized graphic design software to prepare their
designs.

Creativity- Graphic designers must be able to think of new approaches to communicating ideas to
consumers. They develop unique designs that convey a recognizable meaning on behalf of their
clients.

Time-management skills- Graphic designers often work on multiple projects at the same time, each
with a different deadline.

Carib Craft and Graphics Design Ltd is an ‘owner operated” facility which is located at the
C.A. Paul Southwell Industrial Park in Basseterre, St. Kitts. The business has been serving
St. Kitts and Nevis and to a lesser extent the Eastern Caribbean with craft products, graphic designs
and production since 1980. The business was conceptualized by entrepreneur and owner,
Mr. Dennis Phillip. Its beginning was not a glamorous or easy journey for Mr. Phillip, as he faced
many challenges along the way to achieve the realization of his dream to becoming an independent
entrepreneur and thriving business.

Carib Crafts and Graphics provide professional, efficient and reliable services in craft and
graphics. With diverse lines, the business is able to offer highly competitive promotional and image
branding inclusive of installation and product maintenance.

The operation of the business venture was funded by the proprietor’s saving, along with
loans from family and the St. Kitts and Nevis Development Bank. The loans were serviced with
scheduled payment to be made and in the case of the bank with interest until end of terms of
payment. Mr. Phillip was also assisted through credited loans from his suppliers this enabled the
continuity of his business through even lean times.

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Interview Report

It has always been Mr. Phillips intention to become a business owner. Starting his graphic
design company was not a far reach for him, as it was a passion that he practiced on a smaller scale.
Entering the venture has in deed improved his life for the better it has made him financially viable
and has placed him in a privileged position of helping fellow artists by offering a way to realize and
practice their artistic expressions. Mr. Phillip says he is an entrepreneur as he realizes available
opportunities and acts upon them. He has taken calculated risks throughout his career that has
helped to grow the business to its present state. The manager in him however, is very much present
with the ability to incorporate other designers who work for his brand therefore by reinventing the
wheel and being innovative he has been able to continue the legacy of his business.

Mr. Phillip is a Lifestyle Entrepreneur; he started his business as a way for him to do what he
loved while earning some much needed cash. He saw the potential came up with a business idea and
evolved into an independent business owner. As owner he is personally invested and spends a lot of
his time developing his self and the venture. Mr. Phillip cautioned about mistakes that will be made
as a new or hopeful entrepreneur. One is the get rich quick mentality. Mr. Phillip said this was a
learning curb for him, as he realized very early on most of his profits had to be saved and reinvested.
He was able to endure his lean times and progress to his present state. The niche market that he was
able to capitalize on has been a source of both sorrow and joy as he had many challenges from
inception of the business to its present state. His ideas for his business came from observing other
markets, from magazines and through trial and error. Later on he visited trade shows and upgraded
his skills by attending training overseas. He is smart enough to allow his colleagues creative
independence as his business benefits in the end. He listens to his clients and staff alike and come up
with satisfactory product experiences for his clientele. He stated it was very important to conduct
feasibility assessments and work through obstacles in order not to have false starts which can be
costly if not detrimental to your business. “Along with help from lending institutes and assistance
from family anyone can become successful with determination and commitment.”

His vision for the future is to see branches of Carib Craft and Graphic throughout the region
and even internationally. Mr. Phillip is deliberate with his targeted market and is continuously

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advancing his technologies to meet the advancements in his field. He is now able to provide
professional, efficient and reliable services in craft and graphics. With diverse lines, the business is
now able to offer highly competitive and promotional image and branding inclusive of installation
and product maintenance. As the business motto says - Carib Crafts and Graphics Ltd. "Committed
to Quality in Every Detail." After the interview subject was asked about his methods to protect his
innovation and venture. We were surprised to learn that other than the company branding he held no
patents, design protection or other protective measures. We brought to his attention the dangers he
may face in losing two (2) decades worth of investment for such a careless or thoughtless mistake.
He has said he would give it careful consideration.

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Impact on Self

After interviewing Mr. Phillip, the owner and operator of the Carib Craft and
Graphics Design Ltd., I came away from the experience with an understanding of what it will
take to make a business successful. It is not an easy or to be taken lightly. It takes
commitment, discipline, strategic planning and hard work in order to get ahead and to make
the venture viable and successful. I was able to ascertain that mistakes will be made but the
lessons learned will improve business habits and practices.

It is also important to have support of trustworthy friends and family who will readily
assist when necessary. In order to achieve success we should have a dependable person to
support guide and sometimes lend financial assistance. I learned that we should persevere
and always be in search of new solutions to improve, expand and keep the chosen business
progressively growing and competitive.

As a hopeful entrepreneur I will continue to learn as much as I can in my class

environment and apply these processes to my everyday life and part-time /weekend business
– I hope to become more efficient at what I do and to assist my Parent to incorporate what I
have learned.

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Conclusion

It can be concluded from the report that the business venture Carib Crafts and Graphics
Design Ltd has displayed characteristics of fundamental entrepreneurship. The report highlights
the challenges and opportunities as well as his shortcomings and successes for the venture from
infancy stage as a notion into a thriving business.

The owner is uniquely creative and has a fighting spirit which pushes him toward his set
goals. He is not afraid to take calculated risks. Combining all of these, it can be further stated
that the company is operating effectively and efficiently. Management has been adding new
product lines and has developed and appropriate approach to critical decision making.

It was noted after off the record questioning that Mr. Phillip has not employed any protective
measures to safe-guard his business. We implored the business owner to research the best ways
to do this and suggested he begin with registering his trade mark.

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Reference and Citations

Books
 The Entrepreneur Mind: 100 Essential Beliefs, Characteristics and habits of Elite
Entrepreneurs by Kevin D. Johnson
 New Venture Creation: An Innovator’s Guide to Entrepreneurship by Marc H Meyer and
Frederick G. Crane
 Entrepreneurship for Caribbean Students by Lystra B. Stephens-James etal.

Websites
 www.commonwealthofnations.org/sectors-st_kitts_nevis/businessand manufacturing/
 www.caribcraftand graphics.com
 www.facebook.com/caribcraftandgraphics
 www.google.com
 www.yahoo.com
 www.treefrog.ca/what-is-graphic-design
 www.aiga.org/what-is-design/AIGA Feb 4, 2016

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