Firstly, you are required to Identify in detail who the business is, what issue they face and then using S.M.A.R.T. objectives Specific, Measurable, Achievable, Relevant, Timely you will outline the potential solution you would like to apply.

You should use an analysis of publicly available research sources to show that you understand the perspectives and needs of:
• The Business
• Its core product or service users
• Other key actors and/or stakeholders
Company analysis reports typically consider the following questions;
1. Who are the SME? (Type of business, industry etc…)
2. What do they do? (What type of business is it? Products/services, consumer markets etc…)
3. How do they do it? (What strategy does it follow?)
4. Why do they do it? (The underlying assumptions upon which the business is based,
mission etc…)
5. Where do they operate? (What markets does it serve?)
6. When do they do it? (are they online 24/7)
7. How well are they doing? (Evaluate the business performance)
8. What improvements could they make? (To strategy, to product/service development, to brand identity, to supply chain etc…)
The focus of your analysis will of course be dependent on a) the nature of the SME, its market as well as the users you want design for, b) the complexity of product/service delivery. For example:
• Designing a product solution for direct sale to a defined end user will largely just require you to analyse that single target user persona and their design needs.
• Designing a solution for a more complex user group; for example, a business-to-business SME,
might require a more detailed appreciation of multiple stakeholders needs with a decision-making unit.
• Designing a solution for a service system, where there are multiple stages involved in service delivery will require an analysis of the different design needs at each of the key stages.