Designing New Business Models & Ventures For SUNSTUDIOS
Problem
The photography market in Australia has undergone a radical transformation in recent years as digitisation has driven the pace of change from product to experience economy. The usability and quality of Digital SLRs has enfranchised a growing pool of semi-professionals at one end of the market, whilst ‘smart-photography’ and Go-Pro’s have broadened the everyday, everywhere reach of imaging at the other end.
Pressure
Amidst significant market evolution, Canon Australia's 2014 acquisition of SUNSTUDIOS, the southern hemisphere's largest professional photography studio, marked a strategic pivot. This valuable addition presented a paradox of choice, offering myriad opportunities but also posing challenges in selecting a sustainable business model. The primary goal was to devise a strategy that would maximize value creation for all stakeholders, balancing innovation with market demands and internal capabilities.
Solution
Launched in 2016, the "Treehouse" emerged as a professional photography hub and co-working space, fostering a community environment for visual creators. Designed specifically for creatives, it offers unique membership models and service tiers. With community-focused schedules and layouts, the Treehouse centers on its mission to nurture the growth and professionalism of photographers, providing a collaborative platform for connection, innovation, and development in the field of visual arts.
Impact
SUNSTUDIOS Treehouse significantly bolsters the local professional imaging industry, while also diversifying Canon's business sustainably and successfully. This model has advanced numerous photographers' careers by providing educational, career, and networking support.
“How to Impact brought amazing rigour and discipline to our process of assessing new business opportunities and worked with us from planning to completion to bring the concept to life.”
— ALAN BRIGHTMAN, GENERAL MANAGER SUNSTUDIOS