Kay McKenzie, MPhil
Micro-business Development in the Creative Industries Sector
Awarded December 2001
Supervisory Team: Professor Peter Robertson & Professor Rachel Cooper
Understanding the implications of different routes to the customer is crucial to new business success. At start-up, what is the business persons knowledge of these routes, how do they decide which to take and what influences their decision? How does the business develop in relation to reaching the customer?
This project examines designer/maker micro businesses in the creative industries. Through interviews and survey analyses, the quality of help in finding their own customer is assessed. It concludes with recommendations for improved assistance.
Keywords: Agent, Art school education, Business agency, Commission, Crafts Council, Creative Industry, Customer, Designer/maker, DTI, Graduate, Mentor, Micro-business, Networking, Planning, Retail, Sale or Return, Selling, SME, Start-up, Trade Show, Wholesale