INSPIRATION FROM RESEARCH The objective of Directory was to find out how our audience used picture messaging rather than find ways of telling them how they might find it useful. We gave 8 pairs of friends within the target audience MMS capable phones for a week, bags of credit and a free rein. The only stipulation was they had to return the phones at the end of the week and they had to save every message they received (both MMS and SMS). We reviewed the inboxes and below are a selection of typical images. CORE INSIGHT The core insight from Directory was that messaging, both picture and text, was being used in a very emotional and creative way. It was being used as a form of entertainment and as an extension of personality. The content was working like a social banter and was informal, funny, shocking, competitive, cheeky and sometimes explicit. We had the opportunity to position our MMS in a similar way; as an entertaining extension of personality.

The results of these deliberations should flow into the Directory proposal you are required to submit by the end of week 6, using the proposal form provided. The form provides the space to add a Directory description and Directory-specific items.

Your tutor will then assess the suitability of your chosen Directory to meet the requirements of the unit. In the individual consultation session in weeks 8 and 9, you will receive their feedback on the Directory proposal, and will have an opportunity to address any problems your tutor identifies, where this is necessary.

Your final mark for the Directory proposal will reflect both the quality of the proposal itself, and the quality of this feedback session. If you fail to attend this session, your Directory proposal will not receive a mark.

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Business Type: Sole Trader

Sole trader, as the name suggests, is where an individual is the sole owner of a business. The business is often quite small in terms of size (as measured, for example, by sales generated, or number of staff employed) however the number of these businesses is very large indeed. Examples of these businesses can be found in most industrial sectors but particularly in most service sectors. Hence services such as electrical repair, picture framing, photography, diving instruction, retail shops, and hotels have a large proportion of sole trade business.