Hello, my name is José Carlos Toro. I have been working as a French teacher for 20 years. I changed my career path in 2015 when I decided to study ceramics. I run my studio, Toro Cerámica in a small town between Granada and Malaga.
These professional trajectories come together in my ceramic business. I give ceramic workshops for schools and private groups. I usually start by giving a demonstration of hand-building techniques, and then the students practice with clay. We all focus in order to create a magical atmosphere of silence and concentration. Sometimes, teachers have asked me to help them create collective ceramic installations for a special day at their workplace.
Besides those workshops, I design and create contemporary ceramics, adapted to the client’s needs or inspired by my immediate environment, the history of ceramics and visual poetry.
My business objectives are:
My learnings from the Crafting Business Programme:
Before, I did not pay attention to all the elements that make up the Business Model Canvas; nor did I have my value proposition fully defined.
Thanks to this course, I listen deeply to my customers to fulfil their expectations, therefore I have adapted my products and services to meet market needs.
Last but not least, I am aware of the need to reduce the impact of the ceramic process on the planet; that is why I am incorporating eco-design tools in my key activities.
My 5 top tips that I have learnt on this journey: