using Design Management methodologies. For the purpose of meeting the criteria of this paper we have re-purposed parts of our business plan and included relevant discussions that support our ideas. In the following sections we will discuss an unsustainable system as the problem we intend to address and turn into a business opportunity.

Opportunities in an Unsustainable System
There are opportunities to foster environmental sustainability through an intelligent business and its customers. The challenge is identifying such opportunities and determining key catalysts to change the unsustainable system so many businesses further today. As designers and artists searching for sustainable supplies, we find a common dilemma in the marketplace: not all products are available in a “greener alternative”. Why? –Because most manufacturers are not equipped to make such products. Why? This is because manufacturers do not see a demand for such products. In addition, regulations and standards set by the Government do not always enforce the safest and healthiest products for the people and environment. It is not until widespread human illness or environmental catastrophe happens that regulation will be put in place.

Change within government and industry doesn’t happen often because of bureaucracy. But change itself need not be the hardest part, if catalysts are found from alternative methods used in business and supported by consumers. It can happen fast. We may be able to tolerate pain signals from few nerve endings, and not rush into taking action, people learn to tolerate minor headaches, or temporary mask it with medication. My grandfather’s heart doctor has been telling him to exercise more to reduce his risks due to heart conditions. But he has not exercise anymore than he ever did. Sense of emergency or life threatening events may not always change people’s behaviors. The solution to this is by enabling people with tools and knowledge that become second to their nature.

Our Vision: “Empowering designers to be the catalysts of sustainability.”
GreenArts will be an online store, which sells sustainable art supplies and materials to designers, who can in-turn become the catalysts for change as they make their purchases. This store will also enable designers to offset the environmental impact of the art supplies they specify as they determine supply requirements they need to create the variety of artworks, products, and designs related to services in business. Creative professionals across industries can have a huge impact on the materials used in creating many things in use in our society today. In the era of materialism, we have identified people as the key catalysts in changing a non-sustainable system, particularly artists, designers, architects, and engineers. They are trend setters, educators, idea powerhouse, and creators of physical products and structures. These groups of people have several access points to effect change: from specifying materials for designs, designing the products, and finally as a consumer who purchase products and materials. They have the ability and opportunity to design the more sustainable system. We will support this community of people with a venue that will provide the tools, supplies, materials, and information to build a sustainable world.

As citizens of our world, they make up a vital group who will enable the success of this business and it’s environmental benefits. The power of one multiplies as millions of people exercise their power of choice. When more consumers and citizen shows support and care for environments, companies will start to react. Governments will have take action as well to the interests of the people. When designers and engineers are conscious of the life cycle of materials and products, people will notice.

The success of GreenArts is dependent on having the proper product assortment. A core value of GreenArts is to sell the greenest products found within the market place. Transparency is also important to understanding the level of sustainability of a product. A highlight of GreenArts is its “4R Rating” system to categorize the sustainability of each product. Within the first year of operation, the product assortment will be relatively small but effective. The assortment will encompass all basic art supplies required for all foundation classes at an undergraduate Art College.

The Company
We plan to set up a company by the name of Sustain, LLC. It will be set up as a Limited Liability Corporation and be incorporated in the state of New York. The first brand of service that we will create is an online ecommerce enterprise by the name of GreenArts. We will seek to have an affiliated design school as a strategic partner. Sustain LLC will provide and promote green products and drive their demand through an online store on the Internet, GreenArts, which will be the leading source for intelligent, sustainable art supplies and information for the Art & Design community.

The online store will act as a vehicle to build a demand for sustainable art supplies within the marketplace while providing products and services to an existing need. All the design elements from the website experience, products, to the fulfillment process will be planned for maximum customer experience ensuring the building of brand awareness and customer loyalty. Ultimately we will be known as the organization that sets the highest standard for products and a trusted source of sustainable material information in the community, hence become an influential advocate of sustainable developments.

During the first years of operation, marketing efforts will be focused on students at affiliated leading design schools. Beginning in the third year of operation, product lines and marketing efforts will be extended to reach design professionals. The initial investments will need to cover the design and development of the online store, product integration, and operating expenses for the first year.

The success of being a leading online store and information portal is highly dependent on creating a user-friendly, convenient browsing experience, providing variety and availability of products and information. Through our market research and sales forecast, we have projected a detail cash flow projection that indicates the business will break even sometime in the second year. Analyzing the financial viability with NPV(Net Present Value) calculation, the projection yield a positive value that indicates an optimistic profitability by the third year.

The ultimate success of the Company will also depend upon management’s ability to develop an innovative web site, comprehensive product lines and information, and to cost-effectively deliver what we offer to meet the expected rapid increase in demand. Sustain’s founding executive team will be comprised of high-caliber professionals whose combined experience will create critical synergy for the company. They will be the creators and drivers of the strategic plans and will contribute substantially in the form of sweat equity and intellectual property capital.

The Chief Technology Officer (CTO), JoJo R. Spiker will also be the Creative Director. He will be leading the management staff in creating a sustainable strategic plan of action for the short term and long term goals. He will also be in charge of overseeing store development and supporting technology. JoJo comes from a web and user interface design background, having built applications for clients in the public, private and defense sectors for over a decade. His in-depth knowledge of how to make ecommerce sites usable and compelling will be pivotal in making GreenArts a formidable competitor in our market.

The Chief Operating Officer (COO), Chien-Chi Nina Liu will be overseeing the finances for the business on a strategic level as well as daily operations. Nina will provide her successful experiences in merchandising for design showroom, project managing multiple design projects while overseeing day to day business operations and creating business strategies since 2000 at an Interior Design Firm. As a bellwether for sustainability, she sees the opportunity to educate people and incorporate sustainability in our lifestyles. Under her stewardship the management team will stay on course with the mission.

The Director of Product Merchandising and Marketing and Sales, Angie Lau, will be leading a team to in-depth product research, building strong relationships with supplier & manufacturers and wholesalers. Angie comes from an extensive Industrial Design background alongside many years of experience working within the retail buying and merchandising environment for companies such as Macy’s and Bed Bath and Beyond. Her understanding of manufacturing methods and merchandising will be invaluable to the team.