José Carlos Toro Fuentes

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:

• To design a realistic and sustainable business plan.
• To devise a marketing plan according to my break-even point.
• To integrate eco-design tools in order to promote a circular economy.
• To consolidate my brand by spreading my value proposition and scaling my small business.
• To introduce my pieces in interior design showrooms and restaurants.

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:

1. To make a living from ceramics, you have to make a profit, by setting prices that are based on intangible aspects (emotional, artistic, functional…)
2. My value proposition promotes the circular economy. On this point, innovation and creativity in ceramics must go hand in hand with eco-design.
3. Investment in marketing and accounting is necessary, although I admit that I find it difficult to delegate. In fact, I like to know everything about my business.
4. Apart from the great training, I recognize that I am looking forward to collaborating with my colleagues at Crafting Europe.
5. The networking has been absolutely productive.