Transforming a business is so much more than just coming up with new products and services. One of the many lessons I've learned as I reinvent a company to remain relevant today and in the future.

1. Confidential Created by Olympia Datta Version 3.0
Transforming
Fuego
Future Forward

2. Confidential Created by Olympia Datta Version 3.0
There needs to be waves.
Overview
Problems to solve
Trends & Analysis
Proposed Solution
Process
Timeline & Deliverables
Challenges
Reframe
Solution Concepts

3. Overview
For a company that started out to make the best websites in Qatar, the sell by date was pre-calculated by default.
The global recession in 2015, made matters worse and the company has been striving to stay afloat every month. Internal
power struggles, newly inept management, comfortably subservient employees and moldy, dusty coffee cups, the
company is the vision of stagnation.

4. Problems to solve
1
Sole ‘expertise’ in a stagnated industry and
market
2
Lack of motivation and self-initiative for
upskilling
3
‘Frankensteined’ processes slapped
together, tunnel visioned
4
No space for risks or learning from failure

5. Project objective
How might we transform Fuego?

6. Fuego is stuck in a
holding pattern.

7. Fuego Analysis
The Core Blocks

8. Fuego Analysis
The Core Business
"Turning an idea into a business is a “search”
problem, not an “execution” problem."
- Alex Osterwalder

9. Market trends
The Butterfly effect
“We agree that our word is changing rapidly. The future is not
like the past. The way we do business today will not be the
way we do it in the future.” Idris Mootee, CEO, Idea Couture

10. Market trends
Fluid, big picture, skills
Automation was finessing the effectiveness of doing one
thing repeatedly, that is no longer an edge. The world needs
more flexible, broadly applicable skills, that adapt to the
nuances of a complex problem.

11. Proposed Solution
01 | Adopt startup culture
01.01 | Dislodge busy work and wear multiple hats
02 | Be Design led
03 | Build credibility, regionally
01.02 | Let the old Fuego RIP
Sustaining Fuego
cannot get in the
way of transforming
for the better.
Lean in to reinvent.

12. What if Fuego was
reflective of the potential
i see.

13. Process
0
1
Let there be blood
The old Fuego can’t come to the phone right
now,
WHY
‘Cuz it’s dead.
0
2
Forensics FFS (for future’s sake)
What went wrong, what could’ve been better,
where do we not want to go.
Evaluate the current state of Fuego.
0
3
Let’s get in formation
Move fast, break faster,
Lather, Rinse, Repeat.

14. Deliverables
3 months (Dec’17)
Same page
Report on lessons learned
from new plan in action (r1)
6 months (Mar’18)
New test page
Planned changes in place,
operations evolved with client
/ industry feedback
9 - 12 months (Jun - Sep’18)
LAUNCH
Regionally (and hopefully
globally) operational new
Fuego, on course for 5 years

15. Timeline
Oct - Nov ‘17
R & A
Figure out the biz model, alt options, other such
company transformations, apply design thinking
Nov - Dec ‘17
Round 1
Run the process and push till it breaks or gives. .
Dec’17 - Jan’18
More R & A
Learn from round 1, Explore more options and
solutions, build on ideas and processes
Jan - Mar’18
Test page operational
Workshop process AND run though/test
proposed solution through deliverables.
Mar’18
Rehash Prototype
Learn, adjust, repeat
Mar - Apr’18
May’18
Checkin
LAUNCH
Judge viability and steps
forward
Re-evaluate.
Establish Viability.

16. CHALLENGES
- Lack of initiative and comfort in subservience amongst employees
- Still in denial and thus not enthused or accepting of change
- Design is still making things pretty, and it does not have a seat at the table (Fuego & Industry)

17. Scope Reframe
How might we transform enable Fuego
to stay relevant and grow sustainably?

18. Possible Solution Concepts
Culture (Internal)
Mindset reset. Human
centered design thinking.
Be a purpose driven
organization, a design-led
company.
Values drive workplace
culture and rituals.
A decade old logo, caged by
choice to the locality and
silent.
Create the Fuego principles
and personality, and let it
shine.
Let everyone in, to come
along on the journey.
Seat at the table
Internally and externally,
everybody still just accepts
that today the ways things
are is the only way they can
be.
Challenge the perspective of
Design being graphic onl.
Design is business, strategy,
innovation and human intent.
Branding (Global)

19. Design mindset.
Concept #01

20. Thought leadership.
Concept #02

21. Keep on fighting for a seat at
the table.
Concept #03