SAND
ANA BANGUESES / SERGI COMABELLA / EVA FORTUﾃ前 // GLOBAL PROJECT II
INDEX THE TEAM DEFINITION DESCRIPTION OF THE SERVICE SERVICE BACKGROUND DESCRIPTION & GROUP CONCLUSIONS INTERVIEW + CONCLUSION HOW DOES THE SERVICE WORK? PERFORMANCE EXAMPLES METHODOLOGY CREATIVE PROCESS TOOLS BUSINESS CANVAS PERSONA CUSTOMER JOURNEY BLUEPRINT SERVICE TOUCHPOINTS FLYER WEBSITE REFERENCES AUTO-RUN LINK
WE ARE ANA BANGUESES, SERGI COMABELLA & EVA FORTUﾃ前, WE WORKED TOGHETHER IN ORDER TO CREATE A SERVICE FOR THE PEOPLE ON THE BEACH. THE CONCEPT WAS BORN FROM ALL OUR FRIENDS AND FAMILY, WHO WE INTERVIEWED AND MADE OF THIS PROJECT A REAL EPERIENCE FOR EVERYBODY.
SAND A SERVICE THAT OFFERS YOU THE OPPORTUNITY OF PROPOSE OR DECLARE YOUR LOVE IN A FUNNY AND ORIGINAL WAY.
DESCRIPTION OF THE SERVICE SandRice is a service on the beach which consists on a performance agency. The service that we offer to the customer is ‘help’ through a performance. Our two different Customer Segments are steady relationships (marriage proposals, move together, renew wedding vows, travel) or friends that are about to begin one relationship (declaration of love). The customer’s problem that we are trying to solve is the lack of initiative and ideas. And also the indecision of going one step forward in their relationships. The value that we deliver to the costumer is emotional support for the decision and tools to reach their objective in an original and funny way.
SERVICE BACKGROUND In order to create a service on the beach, we started studying and analyzing all the elements and components related to it. We were looking for information about services on the beach. We could complement that information with our classmates searches about different kind of beaches (geographic factors, functionality, private-public, etc) and users. After that, we came up with an interview, which helped us to choose the main concept for our project. We could know the opinion from different kind of beach users and non-users. Thanks to all these information (searches & interviews) we created a mind map with the key words that define what "beach" means and supposes. These were the deciding factors in our decision to create a service. All the process developed in order to build our project is explained in the "Creative process" section.
-SEMINAR CLASS- LIVING LA PLAYA
Eva Fortuño
Henna tattoos Refreshment stall Drinks and food sale
Unofficial sale Ice cram, watermelon, coconut, etc.
Massage
Sport classes and material rental
E N T E R TA
IN
O Unofficial sale CD’s, sunglasses, beach wraps, etc.
OTHER
E
BEACH SERVICES
S
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A LT H - C A R
TY
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NI T
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AL
SPORTS
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ot of useful services in enjoy this place and make ut we can also design an g about what the target
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A EL
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nd some beach services n we are laying on the lasses and rents related f in the beach. re services related with and unofficial sale of f snacks. We can find asses and clothes sale. stuff related with the flag colors advice ) and also the Red Cross, gency health-care
Con ashtray distribution
HE
ur investigation results in ainment, sale and health-
Sun lounger and beach umbrella rental
E
CONCLUSIONS
IO
Flags advice and lifeguard
Red Cross Emergency health-care
DESCRIPTION & GROUP CONCLUSIONS We decided to organize our investigation results in three main groups: Entertainment, sale and health- care. In the first group we can find some beach services that are offered to us when we are laying on the floor, and also all kind of classes and rents related with sports and active stuff in the beach. In the second part there are services related with official (refreshment stall) and unofficial sale of drinks, food and all kind of snacks. We can find also unofficial CD’s, sunglasses and clothes sale. The last group includes all stuff related with health-care. We stand out the flag colors advice and the lifeguard (security) and also the Red Cross, which provide us of emergency health-care (sanitation). In conclusion, we have a lot of useful services in the beach that help us to enjoy this place and make the most of our free day, but we can also design an innovation service thinking about what the target still needs.
interview Amb quina freqüència acostumes a anar a la platja? Amb quina finalitat? Acostumes a anar-hi a passar el dia sencer o només poques hores? Et preocupes pels teus articles personals a l’hora d’estar a la platja? Sols portar objectes de valor? Estas satisfet amb els serveis que ofereixen a la platja? Et manca/sobra algun d’ells? Quines accions/comportaments d’altres usuaris trobes inadequats o et molesten? Quan vas a la platja, intentes aïllar-te i buscar un espai allunyat de a gent? O és indiferent? Quin tipus de platges sols freqüentar? Prefereixes el model idíllic de platja o t’atreviries amb les platges dels països nòrdics? Quins són els bons records que tens de la platja? Podries explicar alguna vivència peculiar/especial? Acostumes a anar a la platja per la nit? Amb quina finalitat? Si poguessis escollir, quina activitat t’agradaria fer a la nit a la platja? (També extensible a hivern).
INTERVIEW conclusion In the interviews, a lot of people told us about their good memories in the beach during the summer time, specially about summer love. We thought that it would be really interesting to relate a beach service with this issue and offer to the people a tool to recreate their own memories with some creative resources.
HOW DOES THE SERVICE WORK?
The Customer Segments will be reached through Internet, from person to person, TV, posters, flyers, publications, etc. The ones that will work best would be: - Internet: Because is a really accessible channel and nowadays everybody use it to store a lot of information. - ‘From person to person’: Because people shares their own impressions and it’s an immediate channel. Those are the cheapest and most frequent ways to transmit information nowadays. Once the customer knows about our service, he enters the website where he watches the video presentation of the service. He logs in/sign in, in order to have access to all the content (rankings, votings and forum). On the website you can find a catalogue with a wide
range of options, where the client can choose the proposal that fits better for he and his partner. It is also possible to give new an personalized ideas to the agency, which assesses it and tries to make it real. So as to contract the service, it is necessary to send a request telling the personal data, selected performance and main goal. The customer recieves an answer. In case the request is accepted, the agency starts a direct contact with the client (interview where the circumstances and goals have to be explained). The last step to get the service is to sing a contract where all the conditions are explained. After that, the client pays the first term (50%). The second term will be paid at the end.
Both parts involved in the project should keep in touch during all the process (via mail or telephone). Finally, the performance takes place on the beach, the customer enjoys it and reach his objective. All the experiences are recorded, the client decides if he wants to share it on the website and participate in the top ten lovers.
PERFORMANCE EXAMPLE 1
PERFORMANCE EXAMPLE 2
METHODOLOGY
Towels Wood floor Public toilets Bin Drinkable water fountains
Sick
Sun loungers Beach umbrellas
Showers
INSTALATIONS
Changing room
NO USER
Inflatable accessories Toys
Babies People who dislikes it Old people
OBJECTS
Refreshment stalls
Disabled
USER
Who?
Adult Teenagers Children Rest
Spring Summer Autumn
Why?
SEASONS
Suntan Refreshment stall
Winter Work
Afternoon
Our creative process started once we had enough information about the context where we must create a service, so we started by making a mind map with all the elements and insights we thought are necessary to describe the beach.
Activities teachers
DAY TIME
Sport
(Influx)
Entertainment
Night
CREATIVE PROCESS
Sun lounger & beach umbrella rental Lifeguards
Morning Midday (lunch time)
Hawkers Massage
Hobby Improvisation
TYPES
Alone Size
Public
Weather / temperature
Private
Geography Island Mountain City Desert
Couples Teenagers groups
Natural Hotel
Artificial
How?
Families
Residential Camping
Nudist
Discotheque
T-shirt / protection
Sports and rest club
Completely covered (cultural cause)
Swimming costume / trunks
After that, we took the mind map and interview’s key words in order to start with the next creative period with post-its. The process was this one: Define the key words and make groups with them and, individually, put titles on each group in order to have as many as possible ideas. Share it was a great point, relate them and think about as many as possible solutions. We put all the staff in common and we discussed if they were viable. At the end of the process we came up with a lot of ideas. We had so good alternatives but the final concept was the winner and the most suggestive: The beach as a love place. "Finally, we started to develop our service with different kind of tools designed specially for it."
TOOLS
BUSINESS CANVAS The Business Model Canvas is a strategic management template for developing new or documenting existing business models. It is a visual chart with elements describing a firm’s value proposition, infrastructure, customers, and finances. It assists firms in aligning their activities by illustrating potential trade-offs. RESULTS Echaustive analysis about our project, focus on aspects like: Key partners, key activities, key resources, value propositions, customer relationship, channels, customer segments, cost structure and revenue streams. Though this tool we got a general and complete view about all the elements that we must keep in mind when we want to create a service. We noticed about the connection and complementation between all these elements together, all of them are important and work together.
The Business Model Canvas Key Partners Our key suppliers are sports and fancy stores (costumes and accessorizes), printer’s (catalogs and posters), jewelry (wedding ring), actor agency (extra actors) and insurance company (insurance). Our key partners are: General director: RESOURCES: Meetings. ACTIVITIES: Organization and department control. Design: RESOURCES: Catalogs, web, posters and flyers. ACTIVITIES: Designing and programming. Performance: RESOURCES: Script, custom and make up. ACTIVITIES: Writing, rehearsal, casting and staff selection.
Designed for: Cristina Taverner - Project Global II
Key Activities Our Value Propositions require the different kind of performances and direct contact with the client. To achieve our main aim we will need actors and a specific manager for every case as a Distribution Channels. Our Costumer Relationships would be really close because of the customization of the service. It’s an important factor to involve the client and motivate him/her to participate in the project. We will have as a revenue streams our hiring by people, ring sales (in case that the client need it), and sponsors, which will pay us to wear their brands in our clothes, etc. Our revenues would be irregular (quantity: because of the kind of performance, and frequency: because of the customer demand).
Value Propositions
Designed by: SandBeach Team Comabella Sans, Sergi Fortuño Escriche, Eva Bangueses Buceta, Ana
Customer Relationships
Key Resources The Key Resources that our Value Proposition requires are catalog, web, posters, flyers, script, video, costume, make up, advertisements, slogan and marketing. Our distribution channels are internet, from person to person, television, posters, publications and phone calls. The relationship with the client is really close, because of the level of personalization of the project. The majority of our Revenue Streams are coming from the act of the people when they hire the service, buying the wedding ring (if necessary) and the sponsors. Our income would be very irregular, referring to the quantity and to the frequency.
2012
No.
The customer’s problem that we are trying to solve is the lack of initiative and ideas. And also the indecision of going one step forward in their relationships.
Contact process: 1. The client contacts the agency. 2. Personal manager assignment, frequent contact customer-manager via phone, e-mail, skype or personally. 3. Agreement (contract signature) 4. Payment (60%) 5. Performance 6. Final payment (40%)
We give to all our clients the same level of relevance because our target is really specific.
The service that we offer to the customer is ‘help’ through a performance. Our two different Customer Segments are steady relationships (marriage proposals, move together, renew wedding vows, travel) or friends that are about to begin one (declaration of love). The customer’s need that we are satisfying is that they don’t know how to declare, and we give them the solution.
The customer contact is vital to develop the project. The client and the business model are totally dependent on each other. The most costly relation between the company and the client would be the phone contact.
Channels Our Customer Segments will be reached through Internet, “from person to person”, TV, posters, flyers, publications, etc. The ones that will work best would be: - Internet: Because is a really accessible channel and nowadays everybody use it to store a lot of information. - “From person to person”: Because people shares their own impressions and it’s an immediate channel. They are the most cheaper and most frequent ways to transmit information nowadays.
The most important costs inherent in our business model would be the actors hiring.
Our clients hire our services because we offer something special, unique, personal and original. A day to remember the rest of their lives.
www.businessmodelgeneration.com
Year
We are creating value for couples in love with a strong relationship and friends that want to start one. Our service is optimum for all ages.
Revenue Streams
The most expensive Key Activity would be set-up the performance. There are some factors involved: travelling expenses, actors hiring (sometimes it’s necessary to hire extra ones), etc.
Iteration:
11
Our relationship with the Costumer will be Dedicated Personal Assistance. We will be really close to our customer, regardless of the Segment that include him/her.
Cost Structure The most expensive Key Resources would be the variable costs (which depend on the performance differences): material, costumes, etc.
Month
1
The value that we deliver to the costumer is emotional support for the decision and tools to reach their objective in an original and funny way.
Customer service: ACTIVITIES: Contact with the client. All the departments are interconnected and work together to do their best.
Day
Customer Segments
Advertising: RESOURCES: Advertising, slogans and marketing. ACTIVITIES: Devising and market research. Audiovisual: RESOURCES: Video. ACTIVITIES: Video recording and editing.
On:
Our customers would pay our service because it is something different from what everyone else does. We will offer our customers the possibility to pay for the service in two installments, so there will be more confidence between the two sides.
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PERSONA It consists on examples of who can be the real user of a service. Is it necessary to have a picture and a name to make it more real, and also explain details about their life like: personal state, studies, hobbies, etc. It’s important to explain their goals and their direct relation with the service. RESULTS We used this tool to determinate and put examples about possible users of our service. It helped us to understand that it would be possible users with differents needs which we could satisfy. This way we will adapt our service according the user profile.
pol serra 16 years old2
8 years old
joan vallmitjana 71 years old
DESCRIPTION
DESCRIPTION
DESCRIPTION
She is a very active and smiling girl that is studying in the High S chool. She is interested i n photography and going out with friends at the weekend. She lives in Barcelona w ith h er mother, s ister and their dog Pixel. She doesn’t mind that everybody looks at her when she is joking, dancing or singing.
He is a calm and perceptive person that works in his own agency. He is a graphic designer and also a clarinet teacher in the Palafrugell College of Music. He is used to read and watch movies in his free time. He lives with his partner Rick in Calella de Palafrugell. They both like to travel abroad and being part of new experiences.
He is an honest and friendly person that likes to spend time with his family. He is a retired person that likes to go out to dance and being part of organized activities. He is living with h is w ife Júlia in a small and cozy house in Tarragona. He has everything he would like to have in the life: family, health and a good life mate.
GOAL
GOAL
GOAL
She likes a lot her best friend, Dann. They’ve been friends for a long time and she doesn’t know how to do this brave step. She is only looking for a funny way to declare her love, like herself.
He a nd his partner R ick h ave b een going o ut together for seven years. Pol wants to surprise him and take part of an original and risky marriage proposal.
He and his wife Júlia have been married together for fifty years. Joan loves her a lot, so he thought about to ask her to renew w edding v ows in a really unusual way.
CUSTOMER JOURNEY Graphics that describe the contact points between person and service (the individual experience over one transaction), from the person perspective. It use to describe the experience of the person during the interaction with the service. Sometimes it’s called experience map. RESULTS Thanks to this tool we define the way the client should act through our service touchpoints. Thanks to that, we analize and contemplate if there is any incoherence in our service and the interaction of the client with it.
CUSTOMER JOURNEY
ENTER THE WEBSITE
WATCH VIDEO PRESENTATION OF THE SERVICE
SIGN-IN
VIEW CATALOGUE
CHOOSE THE PROPOSAL
SEND REQUEST
PAY THE FIRST TERM (50%)
SIGN THE CONTRACT
EXPLAIN CIRCUMSTANCES AND GOALS
HAVE AN INTERVIEW
RECEIVE RESPONSE
WAIT RESPONSE
KEEP IN TOUCH
GO TO THE BEACH
ENJOY THE PERFORMANCE
PAY THE SECOND TERM (50%)
BLUEPRINT Diagrammatic model about all the main details of a service. It shows how the touchpoints of a service are related to each other. Its structure is set by a visibility lines of a service: Front-end (Physical evidences, attendee actions and front-of-stage interactions) or Back-end (Backof-stage interactions and support processes). RESULTS We achieve to complete all the elements implied of the service, from the creation of a marketing plan or a casting session, to the touchpoints design and the interaction of the customer with all of them. It also was usefull to complete some gaps that we had at the begining in our planification service, and also to fix how it will be working.
BLUEPRINT Physical Evidences
Attendee Actions
WEB HOME PAGE (PRESENTATION VIDEO)
WELCOME MAILC
WEB PAGES
CONFIRMATION MAIL
INTERVIEW
CONTRACT
CALL
PERFORMANCEB
ILL
CONCRETE ALL THE DETAILS
REACH THE OBJECTIVE
PAY LAST TERM (50%)
GUARANTEE THE REMAINING PAYMENT (50%)
CHOOSE
SEND THE APPLICATION
EXPLANATION OF THE CIRCUMSTANCES
GIVE ACCESS TO THE PRIVATE CONTENT
SHOW THE OPTIONS
RECIEVE AND ARRANGE THE APPLICATION
UNDERSTAND THE REQUEST OF THE CLIENT
GUARANTEE THE FIRST PAYMENT (50%)
CONSTANT MONITORING OF THE PROCESS
GUARANTEE THE SATISFACTION OF THE CLIENT
ARRANGE THE RANKINGS
DESIGN THE CATALOG
APROVE AND DECIDE THE NEXT CLIENT
INTERNAL ANALYSIS OF THE INTERVIEW
DECIDE THE CONDITIONS OF THE CONTRACT
SELECT THE MANAGER OF THE PROJECT
REHEARSALS
PARTICIPATE IN CONTESTS, VOTE, PROPOSE NEW IDEAS
PRESENT THE SERVICE
RECORD AND EDIT VIDEO, POST IT ON THE WEB
REGISTER
ATALOGUE
SIGN
PAY FIRST TERM (50%)
Line of interaction
Frontof-stage Interactions Line of visibility
Backof-stage Interactions Line of internal interaction
Support Processes
CREATE A MARKETING PLAN
MANAGE REGISTRATION SYSTEM
MEETING OF THE HEADS OF EACH DEPARTMENT
WRITE THE SCRIPT, SELECT AND RECRUIT ACTORS
RENTAL/PURCHASE OF THE COSTUME AND MATERIALS
ASSESS THE RESULTS
SERVICE TOUCHPOINTS
FLYER This is an example of one of our flyers, a touchpoint that allows people to know about our service in the streets, bars, shops, etc. In the main side there is an illustration from our video presentation. Its function is to really attract people’s attention. We can also find a sentence. There will be a different one in each flyer. It has the same function than the image: if people look at it, they will feel curious and they will look for more information about it, so they will find the website on the other side: www.sandrice.com
WEBSITE
HOME This first impression about the website is very clear, simple and direct. We can find the logo and a video presentation, which tell to the user what is the service about and what are all the options he is able to have if he applies for it. It is shown as an advertisement, so it is possible to use it also on the TV. We also give the option to join (sign in) the website or log-in. If you want to know more about it you shoud be part of our community! Finally, there are links to facebook, twitter and RSS, and also to  conditions and privacity.
LOVE PERFORMANCES Once you are logged, you can have acess to the rest of the website content. This is an example about how can be our catalogue of love performances. We offer to the customer a wide range of possibilities, showing the main character, title and little description about each one. As you can see, when the customer is logged it is possible to check more options in the menu: About, love performances, top 10 lovers and contact (you can apply for the service here). Is it also possible to change language or look for something in the searcher.
TOP TEN LOVERS This is the gossip spot and the favourite one in our website. It consists on a ranking about all the experiences already recorded of our service. Every month there is "the loveliest couple of the month". How can we decide it? So easy! When the user has an account, is possible to vote his favourite experience and performance, this is why in the main place there is "the top 10 lovers" and we can also look for all the experiences that other customers allowed to show in the website.
references
ISAAC’S LIVE LIP-DUB PROPOSAL
Some of our references are: Websites where you can vote your favourites and you are able to participate in rankings getting a puntuation. All kind of marriage proposals performances made by anonymous people that are currently available in the network. Very original and fun ways, which offers a very personal perspective. Not everyone is able to organize shows like these, and for that reason, SandRice born with the goal of doing it for you.
http://www.youtube.com/watch?v=5_v7QrIW0zY
THE BEST PROPOSAL EVER
JAMIN’S DOWNTOWN DISNEY FLASHMOB PROPOSAL
http://www.youtube.com/watch?v=myt7ErT3yAg
http://www.youtube.com/watch?v=Su1YLAjty-U
VOTE!
http://ngm.nationalgeographic.com
RANKINGS
http://www.peopleschoice.com
http://models.com
http://www.imdb.com/
AUTO-RUN
http://vimeo.com/54534763