mind map
TARGET (WHO LIVES IN DERGANO)
pets' owner
immigrants students/workers
children
families
elderly
pets' owners
DATA FROM FIELD RESEARCH (ON DAILY WALKING) how
with
82% 60%
42%
33%
37%
50%
67%
77%
12% skate
bicycle
public transportation
push chair
walk
why
dogs
sport equipment
school/work stuff
when 70%
40%
50%
50%
60%
79%
70%
66%
90%
50%
12%
12%
art known culture sport meet study meet shopping history friends relatives
work
where 40%
42%
77%
77%
79%
parks
shops
office
48%
22 % 12% associations church bar
library
school
night
lunch time
afternoon
morning
shopping bags
case studies ABOUT WALKING Run Home
Definitely add more “green” to the area
with the neighbors
Online guide to US neighborhoods
Merge the different cultures or do something to reach people to live in community
War Gastronomy:
Let me paint the floor!
Food exchange
with the neighbors
Meet the people out from their houses
Velopresso
Highlight the historical side
New Public Sites
Let the people know about “La Scala” warehouse use this space
Highlight the historical side
Using pictures
Stairway Stories
Take care of the green areas: cleanliness and children safety
via Bovisasca
dergano SPOT OF INTERESTS via Min i zon
o rand
u via D
e
n Stazio
ani
v
ndi ia Ca
ci
via
nuc i d l Ba
ian
br Im i
via Guerzoni
via
viale Jenner
WhaT if....
People in Dergano become the Walking Warriors?
ACTORS/STAKEHOLDERS adds team
web team app
Gyms in Dergano
Council of Zona 9
T-shirts providers KING WAL IOR R WAR
External Providers
personal trainers
WALKING WARRIORS
FLOWS students
elderly
workers
families
monetary material information
EXPERIENCE: STORYBOARD DO YOU WANNA BE A WALKING WARRIOR?
WHAT IS GOING TO HAPPEN...?
DO YOU KNOW WHO ARE THE WALKING WARRIOR? NO, WHO ARE?
THANK YOU
HERE IS YOUR TOOLKIT
I WILL BOOK THE 21st NOVEMBER THE HARD LEVEL!
IT WAS SO COOL, I WILL BOOK AGAIN
SERVICE STRATEGY SERVICE STRATEGY
Appealing Strong Identity
Create benefits for people (healthy, social, identity..)
explore the neighborhood
professional work out program
live the parks /streets
small fee
share activities
save time
be proud of being part of the group
Perceive the neighborhood life
change habits (live bad weather conditions)
Be a warrior
“Collateral� Effect Being a warrior can change your perception of Dergano
WhaT if.... offer toolkit phone app
bracelet raincoat T-shirt
save time
website account
app
exercise programme
KING WAL IOR R WAR
People in Dergano become the Walking personal Warriors? save money TANGIBLE healthier lifestyle turn bad weather conditions into opportunities
SPONTANEOUS IMPROVEMENTS
take care of the cleanliness of the streets
WA L
w w
trainer advices
ing walk r io warr it toolk
socialize create a community inside the city
WALKING WARRIORS SOCIAL be part of a group
share experiences
enjoy the neighborhood explore and get to know the area
K IN
GW A RR
IOR
SERVICE STRATEGY INCOMES
COSTS
+
Rain coat
programme
w w
ing walk r io warr it toolk
toolkit
app app
T/shirt KING WAL IOR R WAR
WA L
KI N
GW A RR
IOR
membership bracelet
ing walk r io warr it toolk
50 euros - per person - per year! Discounts for families (4 x 150 euros) free for “under 8”!!!
web development and manteinence
trainers
advertisment
SERVICE STRATEGY How many users do we need?
FEASIBLE >2000 members per year Maybe NO PROFIT in theďŹ rst two years..
1st year 500 members 2nd year 1000 members 3rd year 2000 members The business could be REPLIED
GREEN areaS IN THE NEIGHBORHOOD via Bovisasca
GREEN AREAS
zo Min via
20 HOURS GYM via
ni
ni
uran
ti Tar
via D do
via
ci
nuc i d l Ba
ti ona
via
Imb
e
n Stazio
iani
and via C
i
ian
br Im
via Guerzoni
via
viale Jenner
IS IT A SAFE AREA? pollution inTENSITY vi a Min
via
i zon
ni
ti Tar via ti ona
Imb
via Guerzoni viale Jenner
pollution in the area Medium danger Normal Excellent
IQA
Thin dusts
General marker
CO2
O3
Carbon Monoxide
Ozone
NO2 Nitrogen Dioxide
viale Jenner
lamiaaria.it
meeting points via Bovisasca
MEETING POINTS
zo Min via
via
ni
ni
ti Tar
do uran
via D
via
ti ona
Imb
ci
n Stazio
via
nuc i d l Ba iani
e
and via C
i ian br Im
via Guerzoni
via
viale Jenner
journey map check
GETTING TO KNOW IT
INFORMATIONS
POST SERVICE
SERVICE buy try
book time
day level place
stop
case accepted
dislike
guerilla
if there are not enough people, move the lesson to another day
like
poster
online
physical
physical
instructors
cancellation
punishment
previous cancellation (12 h)
book for another day
do not attend space interventions user 1
evaluation
online attend
info point
create your character info point
word of mouth
phone operator
reward
check-in physical
follow instructor and signals
advices from instructors
online
stretching phase
feedbacks
social networks user 2
go to the meeting point
app word of mouth
treadmill vs running
TREADMILL
WALKING OUTDOOR
Fake environment
Real environment
You’re walking/running to nowhere
You’re walking/running to somewhere
“Hamster” effect
Live and discover the neighborhood
Just in the gym
Everywhere
Few machines (few places)
No limitation (many people)
Expensive
Cheaper
treadmill vs running RUN IN A REAL PLACE (NO TAPIS NOVLANT EFFECT)
MUCH CHEAPER THAN THE GYM
NOT WALKING ALONE ANY MORE
EXPLORE DERGANO’S GEOGRAPHY
CLOSE TO YOUR HOUSE
FEEL SAFE WHILE DOING A GROUP ACTIVITY
EMOTIONAL CONNECTION
PROFESSIONAL ASSISTED SERVICE
IMPROVE YOUR LEVEL(FROM EASY TO HARD)
OWNERSHIP WITH THE PLACE (PROUD OF IT)
URBAN IMPROVEMENT
MORE URBAN IDENTITY
HEALTHY LIFESTYLE
SHARE EXPERIENCE
MEET YOUR NEIGHBORS
SENSE OF COMMUNITY
CHANGE BEHAVIORS
ENCOURAGED BY THE PARTNER
STONG IDENTITY OF AREA & SOCIO-CUOTURE INHABITANTS
EDUCATION (DON’T GIVE UP)
VIDEOGAME APPROACH physICal approach Change personal trainer !!!
Roadsigns on paths
Unlock new paths! UNLOCKED PATH!
NEW TRAINER
Discover special event ...!!!
MEETING POINT NEXT PATH TO UNLOCK!
New group, new friends BYE BYE
Compete with your friends
WELCOME!
*%$#!
Self-motivation you’re the best!
Explore the area
VIDEOGAME APPROACH physICal approach Change personal trainer !!!
Roadsigns on paths
Unlock new paths! UNLOCKED PATH!
NEW TRAINER
Discover special event ...!!!
MEETING POINT NEXT PATH TO UNLOCK!
New group, new friends BYE BYE
Compete with your friends
WELCOME!
*%$#!
Self-motivation you’re the best!
Explore the area
VIDEOGAME APPROACH ONLINE approach Create your avatar
Check your improvement LEVEL UP RESISTANCE SPEED
Compete online (score) high score!
Explore...
Run with your friends
Take pictures
HEALTHY LIFESTYLE FOOD TRANSPORTATION
UNLOCKED PATHS
Campaigns
Receive personal advices
*%$#!
HOME EXERCISE
Build a network
Play everywhere/everywhen
LEVELS FOR THE PROGRAMME
EASY
MEDIUM
HARD
how to make people come back?
SEASONAL PATHS
NEW WALKING PATHS
CHECK YOUR PROFILE
+
VIDEOGAME APPROACH
EMOTIONAL LINK WITH THE GROUP
DISCOVER THE NEIGHBORHOOD
TEAM MEMBERS
WALKING WARRIORS
WALKING WARRIORS
APP
WEBSITE
SIGN UP
LOG IN
avatar
about play!
events players
WALKINGWARRIOR@GMAIL.COM
shop feedbacks
v
about
shop
events
BECOMING DOWNLOAD
app
WALKING WARRIOR
how to
play
LET’S START
MAIL.COM
GO
E-MAIL WALKINGWARRIOR@GMAIL.COM TEL +39 3895063559
FOLLOW US AND LIKE
f
in
v
about
events
shop
create your avatar step 1 : choose a mask
NEXT >>
MAIL.COM
GO
E-MAIL WALKINGWARRIOR@GMAIL.COM TEL +39 3895063559
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f
in
v
avatar
about
events
shop
play!
players
feedbacks 45 €
MATTIA
Mattia Villa
LUCA ti sfida nella corsa, Sabato alle 10:00!
Ciao! Mi chiamo Mattia Villa, vivo vicino a Maciachini con la mia coinquilina e amica Anna.
17 J AN 16 J AN
Mi piace correre
15 J AN
25
18
ETÀ
AMICI
HARD
L.H-P.3
LIVELLO
PERCORSI
UR@EMAIL.COM
7:00-9:00
14 J AN 13 J AN
GO
E-MAIL WALKINGWARRIOR@GMAIL.COM TEL +39 3895063559
FELICE DI RIVEDERTI, SEI COSTANTE!
140
punti
00:09:26 min/km 41.9 km
SILVER WARRIOR MANCANO 7 PERCORSI AL PROSSIMO LIVELLO!
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in
v
avatar
about
events
shop
play!
players
feedbacks
MATTIA
45 â‚Ź
meimei han
BLAIR BASS alessandoro maggi
nicole kindman
federica
messi pitte
UR@EMAIL.COM
GO
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in
v
OFFERING MAP
OFFERING MAP
ADV
urban identity
Teaser at zebra lines
Guerrilla adv
Paths between meeting points
?
C
A B
Info/Booking point
Advertisement at bus stops
Space intervention
KEY PARTNERS
KEY ACTIVITIES
VALUE PROPOSITION
.01
.01
(€/areas/sponsorship)
(track/check your avatar)
Council of Zone 9 .02
App .02
F.I.D.A.L.
Advertisement
(personal trainers)
.03
Walking/Running
.03
(different levels & paths)
Providers
(extra material)
CUSTOMER RELATIONSHIP
CUSTOMER SEGMENTS
.01
.01
.01
.02
.02
young adults elderly
Customization Performance .03
Status
be part of a group
Personal dedication Assistance + Communities
Dergano inhabitants and surroundings
(physical & online)
.04
Cost reduction
.04
Supervision
low cost, professional service .05
Accessibility
KEY RESOURCES .01
Human/Intelectual
PT = knowledge + expertise
Platform Social networks
CHANNELS .01
Selling points
.06
Gaming
.02
.07
Healthier life style
.02
Space Facilities
Online(web) .03
App
(paths, signs)
Infopoint COST STRUCTURE
REVENEU STREAMS
.01
.02
.03
.01
.02
App development Advertisement Website Infopoint
Salaries Webpage manteinance Infopoint costs
Merchandising Special events Advertisement relaunch
info point desk: money or credit card online: credt card or paypal
period of membership merchandising
Starting
Fix
Variable
How customers pay?
What customers pay?
MERCHANDISING
MERCHANDISING