Sitap: project booklet by Chiara Carovelli

MSc. Product Service System Design Final Synthesis Studio - PS2 Team 01 Claudia Alvarez Hernandez, Chiara Carovelli, Francesca Castioni, Eleonora Dussin, Valeriia Goncharova Proff Beatrice Villari, Paolo Landoni, Marc Garcia Fortuny, Alessandro Cristian Confetti, Martina Carraro and Huang Li-Ting. 2

Summary 01 02 03

Overview Research Desk research Scenario User research HMW? Prototyping Service What is it? How it works? Personas, CJM, UJM Offering Stakeholders Ecosystem map Touchpoints At-home experience Key steps Service blueprint Website Web platform Mobile app Live streaming

04 05 06

Business BM Canvas Marketing mix Market analysis Brand Brand image Communication Videostoryboard Thinking about future References

Overview Investing in prevention and well-being has a double value: for employees, it reduces stress levels and related illnesses; for companies, it increases productivity. A company that promotes well-being among its employees is much more likely to be chosen by employees [0.1]. There are a number of tools for measuring wellbeing, one of which is the ‘Great Place to Work’, an indicator that, based on a number of parameters including employee perception, defines whether or not a company is a good place to work. Well-being is not just about physical wellbeing or mental wellbeing, but about a correlation between the two: the body and mind are closely linked [0.2], and that physical wellbeing also has a strong influence on mental wellbeing.

We interviewed and listened to the different actors involved with Sitap, including independent fitness instructors and HR managers of some companies, to understand how to design this service in the most efficient way. We want to make this service an easy and ready-made way that can speed up the whole process for each actor. We conducted an in-depth study of the market to understand how we could differentiate from our competitors. By delving into the business side, we have understood how to make it economically sustainable and paid attention to aspects such as management and cost structure. .

This project was born with the intention of promoting a different level of wellbeing in companies, one listens to the real needs of employees and proposes personalized and varied solutions. The aim of the project is to connect companies with fitness instructors selected on the basis of the real needs of the employees, who can use this service directly in the workplace.

0.1 Business of health 2020: Tackling polarised perceptions in corporate health and wellness. (2020). Aetnainternational.com.

https://www.aetnainternational.com/en/about-us/explore/future-health/polarised-

perceptions-2020.html‌

0.2 Perché salute mentale e corpo sono legati | Fisiosocial. (2020, October 3). Fisiosocial. https://www. fisiosocial.it/benessere-psico-fisico-perche-mente-e-corpo-sono-legati/ 5

Research_

Desk research Offices emptying Office emptying is a problem that has been affecting many companies in recent years, but it can certainly be said that with the pandemic this problem has accelerated. This phenomenon is called ‘emptying’, and it started well before the pandemic. As early as the end of 2016, many companies started to reduce the number of desks in their offices by half, allowing employees to alternate

between working in the office and working from home (so-called “smartworking”). This solution had been adopted to save workers at least a couple of hours a day in traffic for more than half of the employees who come from the hinterland. Of course, while previously only a few companies had adopted this system, with the pandemic the vast majority of companies began to shift towards smartworking. [1]

[2]

68%

companies that will use smart working in the future

70%

average of 2/3 days per week in smart working

1. Staglianò, R. (2021, January 15). Milano, il vuoto verticale. la Repubblica. 2. R. (2020, September 25). Lavoro, 2 aziende su 3 in smart working anche dopo l’emergenza. Il Sole 24 ORE. 8

Advantages of smartworking

69%

time and travel cost savings for workers

64%

increased employee satisfaction and improved work-life balance

46%

and increased individual responsibility

Disadvantages of smartworking

62% loss of social relationships

32%

lack of separation between home and work environment

21%

work overload

R. (2020, September 25). Lavoro, 2 aziende su 3 in smart working anche dopo l’emergenza. Il Sole 24 ORE. 9

Sedentary lifestyle Another growing figure is the sedentary lifestyle of workers: 72% of Italians do not do physical activity compared to the European average of 60%. From 2009 to 2017, sedentariness increased from 39% to 46%. [3] As already mentioned, work started shifting more towards smart working, even before the pandemic. It was called ‘agile working’ (which in reality has little to do with agility): the risk of this way of working is the increasing

of sedentariness, with all the problems that this entails. [4] There are many reasons why the sedentary lifestyle is becoming more common. One of them is that 55% of local institutions are not doing enough for their employees. The other reason is time. 40% of the people say that despite knowing the benefits of doing a physical activity they don’t have time to do it. [5]

100% 72% 40%

72%

italians who don’t do physical activity

55%

say that local institutions are not doing enough

40% say they don’t have time

3. Fortuna, E. (2021, February 2). Perché il 72% degli italiani non pratica sport? ANIF Eurowellness. 4. Menduto, T. (2021, January 29). La pandemia, il lavoro agile e i rischi del lavoro sedentario. Punto Sicuro. 5. R. (2021, April 6). La carenza di aree sportive all’aperto nelle città del sud. Openpolis. 10

In order to reduce this trend, companies are paying greater attention to the psychophysical well-being of their employees, investing more in activities promoting well-being. Indeed, this trend has grown faster since the pandemic, from a growth of 5% per year to 22% per year between 2020 and 2021. [6] However, the solutions that companies adopt are not always successful: only one in four employees believes that the solutions proposed by their company are actually ef-

fective. [7] This is because the proposals that companies make to employees follow the logic of “one-fits-all”, i.e. they adopt standard programs for all employees without considering the real needs of each one. Moreover, the activities they offer often clash with the work commitments of each employee, thus being impractical for most of them. [8]

$8M + 22%

$6M

$4M

$4M $4M

$4M

2019

2020

$2M 2018

2021

Growth in investments in employees’ psycophysicl wellbeing

6. Mayer, K. (2021, June 10). How much are employers investing in wellness programs? HRExecutive.Com. 7. A.E.T.N.A. (2021a). 7 strategies for businesses to improve corporate health and wellness benefits provision in 2020 | Aetna International. Aetna. 8. Debevoise, N. D. (2021, March 22). The $575 Billion Cost Of Failing To Invest In Your Team’s Wellbeing. Forbes. 11

How is wellbeing measured Well-being can be measured with questionnaires that are designed by professionals in the health industry. [10] For Sitap, we are basing on the EuroQOL-EQ-5D 5L [9], which is a multidimensional measurement scale. Its main areas of focus are Mobility, self-care,

usual activities, pain, anxiety/depression. This form is ideal for Sitap because it’s quick to answer and it gives quantitative results that are easy to compare during different phases of the usage of the service.

[11]

9. EQ-5D instruments – EQ-5D. (2014). Retrieved December 15, 2021, from Euroqol.org website: https:// euroqol.org/eq-5d-instruments/ ‌10. Lindert, J., Bain, P. A., Kubzansky, L. D., & Stein, C. (2015). Well-being measurement and the WHO health policy Health 2010: systematic review of measurement scales. The European Journal of Public Health, 25(4), 731–740. https://doi.org/10.1093/eurpub/cku193 11. EuroQol Research Foundation. (2019). Explaining the EQ 5D in about two-and-a-half minutes [YouTube Video]. Retrieved from https://www.youtube.com/watch?v=qhZ6goeTSLI&ab_channel=EuroQolResearchFoundation 12

Fitness trainers The promotion of physical activity is often among the most frequently chosen proposals by companies to promote the wellbeing of employees. In fact, physical activity is considered one of the best methods to increase productivity and decrease employee sickness. [12] On the other hand, the fitness market is a high-growth market: in fact, the employment of fitness instructors is expected to grow by 39% from 2020 to 2030, much faster than

the average of all occupations. Approximately 69,100 new jobs for fitness trainers and instructors are expected each year, on average, over the decade. [13] As a result, the fitness industry is becoming (and will become even more so) a very competitive market, and fitness instructors, especially up-and-coming ones, struggle to enter this market unless they are supported by gyms.

12. 8 motivi per promuovere l’attivitÃ fisica tra i dipendenti. (2019). Copernico. 13. Fitness Trainers and Instructors : Occupational Outlook Handbook: : U.S. Bureau of Labor Statistics. (2021, November 1). U.S. Bureau of Labor Statistics. 13

Focus area We address companies with under-utilized or unused areas due to the shift of workers from in-presence to remote. We have a B2B model because companies can influence employees’ well-being. We are also targeting up-and-coming trainers or those who have free time in the week and want to engage in activities that offer them extra job opportunities. They will mostly be trainers in the field of postural gymnastics, yoga, or all those activities that can respond in a concrete way to the physical problems that a sedentary worker may have.

TIME Scenario_

The sitting loop

Keeping in shape or keeping the shape?

Over the years, cities have been increasingly commitThe sitting loop ting into improving citizens' lives in terms of environKeeping in shape or keeping the shape? ment and wellbeing. At the same time, however, many activities, such as studying or working are Over the years, cities have beensedentary increasingly changing people's lifestyle into a more one committing into improving in as the use of computers and to becitizens’ sitting lives for long terms of environment and wellbeing. At the hours are indispensable requirements. Moreover, the same time, however, many activities, such as studying or working are changing people’s lifestyle into a more sedentary one as the use of computers and to be sitting for long hours are indispensable requirements. Moreover,

separation between work and personal life is becoming thinner and thinner and this is impacting people both physically and mentally. Lack of exercise is leading people in developing health issues such as the separation between and persoobesity, heart attacks andwork bad blood circulation, as nal becomingin thinner and thinner welllife as isdifficulties concentration andand worse worthis impacting people both physically and kingisperformances. mentally. Lack of exercise is leading people in developing health issues such as obesity, heart attacks and bad blood circulation, as well as difficulties in concentration and worse working performances. 15

User research Who we talked to We interviewed fitness trainers and HR managers that work for medium size companies. The interviews aimed to understand their priorities and how Sitap could solve their needs. Related to the interviews with fitness trainers, we considered freelancers and founders of gyms and academies. Paying attention to the difficulties they face in opening a business and reaching new clients. From the business side, we approached managers in the human resources department of some companies to find out whether our service would be of interest to them. We also spoke with the founder of a local startup, to understand how to offer an optimal solution to companies and to learn how to reach our target market.

Indipendent fitness trainers “For almost twenty

“You have to do a lot

“The choreographies

years I have always been at my dance school, because it is close to my home”

of hours of work if you want to earn a lot of money”

that I do as a freelancer or collaborations with other companies, are done on call”

“The work comes from chance and opportunity, it’s hard to start.”

“It’s very important for the job of the trainer to keep in mind the needs and the goals of the people.”

“People contact me after seeing me in the gym. Maybe they write me on Instagram.”

Academies founders “Bureaucracy is exhausting.”

“The best promotion is word of mouth.”

“If no one recommends that course, the course doesn’t start.”

“To start the courses, we contact the teachers directly.”

“To start an academyIrstIofIallI you have to have the place, then you have oIn t dItheIteachers:

“You have to put in the right people who can attract attention.”

HR manager “We use a tool called “top employer program” but only for an internal analysis. Then act to change what’s wrong.”

“For the company wellbeing we have discounts in different external services.”

“All the activities come from the culture of the company itself (not from the needs of the employees).”

“Many people don’t like that the company knows who is stressed or not: it’s important to keep the anonymity.”

“Big companies care a lot about the wellbeing of the employees.”

“Considering the real needs of employees, and then having customised solutions, would make them feel listened.”

“Focusing on niches can also create interesting services for other companies.”

“Considering the use of technology nowadays is fundamental.”

“It is important to push for “pleasure of use”, making the service easy and immediate.”

“The format of dating apps is always sexy: youInedItoIndIaI sexy key in every app.”

“To better understand market positioning, it is also useful to understand the pain points of competitors.”

“To reach more companies, it is useful to work in coworking spaces, where employees of different companies work.”

Startup founder

Questions we tried to give an answer 18

Questions we only keept in consideration

Employees’ point of view Even if they won’t be our clients, we interviewed employees as well, in order to understand their opinions. Their point of view has been useful for us to test the level of attractiveness and effectiveness of the service, as they represent our end user. Moreover, they have been helpful to to gain an inside perspective on the overall office environment.

“My company years ago organized few yoga classes in common spaces in theIofce:

9TheIofceIwhereI I work is structured as an open space with a common area used for different activities.”

“There is a room with some space and a tapis roulant in the ofceIbutInobodyI use it.”

“At the end of the year my company gives us bonuses we can spend in different ways (gym, courses, amazon).”

9WhenIIInishIworkIII have to detach for a bit and make some movement, I usually go to walk.”

IBM, PWC, Fedex employees 19

How might we provide to the companies an easy way to give employees tailored solutions for their physical wellbeing?

Prototyping Iteration scheme

Initial idea

Exploring spaces

Initial idea We started with the idea of promoting a healthier lifestyle through a service that could offer the users a new motivation to do that. So we used the technique of “place-as-adriver” choosing beautiful places where people could exercise. We considered establishing a partnership with FAI. The intention was to validate if it was more attractive for people to experience exercise, combining physical and cultural activities.

Redening the target

Final idea

Techniques • • •

experience prototype card & prioritisation games observation of the partecipants actions

What we learnt

Changing place

Through this prototyping session, we found out that people prefer the type of physical activity rather than the place. The attractiveness of places can be a driver at the start, but it doesn’t compensate for the distance, so if people have to choose, they prefer to stay near home, even if the far places are more beautiful.

Keeping the activities as drivers, we asked people to rate activities they like most and to justify and explain the reason of their choice. Once they chose the activities, we analyzed them and we tried to understand the place where those activities could take place. We saw that the common trait for all the activities was socialization. So we moved from FAI venues to urban farmhouses, so that after exercising people could also interact with each other during lunch or dinner.

Techniques • • • •

comparing two versions of the same activity; walkthrough; let people do a teambuilding-like activity task oriented participant actions and interviews;

What we learnt From the second prototyping session, we realized that achieving a “one for all” activity is not working, understanding the different interests is a potential value. We also learned that socialization can’t be designed, but encouraged because one’s personality is still stronger than any facilitating activity.

Redefining the target We then shifted from B2C to B2B. Dealing with individuals in the field of physical activity has many variables because everyone has different preferences and needs. As mentioned at the beginning of the research, even if people do an effort to have wellbeing, companies are the main cause their well-being is affected. This data is the reason why we pivoted to tackling the problem from a top-down approach.

How the project evolved What we were • • • •

Service that promotes alternative ways to do physical activity Focus on all the people but especially on who does a sedentary job The physical activity saw as events that occur from time to time Promotion both of trainers and of places that can host these events

What we became • •

•

Service that promotes a healthier lifestyle in companies Service that facilitates the process of organizing training sessions both for companies and for trainers The activities take place every day at the repurposed un-used or empty office space The activities are tailored to real employees’ needs (measured through an assessment) The level of success of the service is measured step by step to change the offer of the activities if something doesn’t work

Service_

What is it? The focus Sitap helps employees have a healthier body by offering fitness plans to the companies they work at in underused spaces of the company. It’s a Top-down approach that listens to the people from the bottom. Why would the company care? Companies are not required to do an extra job to connect with fitness instructors and sitap_ positively exploits un-used or empty spaces of their venues.

What makes this better than other fitness services that companies contract? Sitap_ contributes to community building in the company (after the lockdowns people became aware of the value of human touch). It works also for smart working, people that join online receive feedback about their posture during the training and the service can understands the employees by creating fitness plans from the type of activities they like and what they need physicaly.

A service that helps companies who want to invest in employees’ wellbeing to provide tailored wellbeing solutions while helping fitness instructors finding new clients.

How it works?

offers physical activity plans for employees to companies

Gives instructors a channel to offer their services and find clients

Facilites wellbeing by involving the company they work at

Fitness Trainers

Companies

Employees 31

Personas HR manager/Company Max Compani 42

years old degree in Management school HR Manager in a medium company he is the responsable of the wellbeing-status of the empolyees of the company

Pains and needs He is struggeling because is difficult to understand all the needs of the employees of the company; He is worried because his boss want to improve the productivity of the company and asked for his help; He needs to find an easy but effective solution that really can have an impact on the productivity of the employees.

To augment the productivity of the employees they need in first place to be healty and feel good.

Customer Journey Map

Personas Fitness trainer Anna Flessi 26 years old

Pains and needs

just finished his course eduction in yoga newbie fitness trainer she studied a lot to be more professional and she invested a lot in her fitness certifications

She doesn’t know how to promote in an efficient way herself in the overcrowded fitness business; She doesn’t know very well the work world so she is scared to not manage all well; Find a job that permits to her to make experience; Have an easy way to manage burocratic staff.

There are a lot of Fitness Trainers on instagram it’s difficult to promote myselft.

Customer Journey Map

Personas Employee Luca Seduto 38

Pains and needs

years old degree in informatic work as employee in a company he spends about 8 hours per day sitting in his desk in front of the laptop to code websites

He started to have backpain since he spend a lot of hours sitting in the same position in from the laptop; He feels that he needs a moment in which doing physical activity to reduce the backpain or prevent future pains, but he is not motivated to start.

I know I need to be more physically active to reduce my backpain, but I always avoid to do something for that.

User journey map

Offering Companies We focus on Medium-size companies (50250 employees) that have underused spaces and workers spend more than 6 hours sitting down. Our starting point for defining the offering of Sitap comes from the friction that companies have with other wellbeing services. The assumption we focus on is the fact that companies care about their employees because they are what brings profit to the business: bad performance of employees leads to loss of quality in the product or service that the company offers.

Need or friction

Our competitors offer solutions are either standardized and employees don’t like the proposals or the solutions require an extra effort for the employees to follow the wellbeing program of their preferences, this means that they have to invest additional time of their day to go to a sports facility (which is a pain for them). While companies think they are offering something positive for their employees, the employees are unhappy.

Offering

Companies are afraid that the money they spend in wellbeing is not well invested.

Data-driven feedback on the efciciencyIofItheIwellbeingI programs.

Employees performance is lower when they don’t take breaks or take care of physical wellbeing.

Managing training experiences inItheIofceI,consideringIsmartI workers)

Fitness Trainers Key facilitators of the service are the instructors, without the relationship with them Sitap wouldn’t function. So we aim to tackle some of the frictions fitness ionstructors suffer when delivering their service to clients. We want Sitap to be the platform where they can deliver their lessons with ease.

Need or friction

The main pains of instructors are the time that they have to invest before delivering a lesson, which is mostly about finding clients, setting a schedule, finding a place to deliver the service and to show results to their clients. Sitap for trainers is designed to let them only worry about performing in their lessons.

Offering

Need conection with clients to grow their business but the market is competitive.

SitUp matches trainers with companies that will pay for their services.

Show the results of trainings to clients.

A touchpoint that collects employees (trainee) data, tracks progress and shares stratistics to the companies (instructors client).

A space to deliver the traning.

Physical space in companies and digital platform for online training.

Employees Sitap is a top-down solution that tackles the needs of employees strating from the companies they work for. When people work in companies with an environment that doesn’t facilitate a healthy work life, people are required an extra effort to achieve good health. Therefore if the company is the facilitator, it

Need or friction

becomes easier for people to take advantage of wellbeing programs. With Sitap employees are taken in consideration in the design of the wellbeing plans and these are constantly updated to fit the priorities in physical wellbeing that people have in different times.

Offering

BeingIefcientIinItheIcompanyI they work for, but the working environment doesn’t facilitate it.

A sapce to have a break from work without the need to invest time

Being treated and valued as an individual.

A channel to give feedback about how they feel at work to offer personalizedItnesIplans

Stakeholders Sitap becomes the mediator that connects instructors with people to train (the employees). This match can happen when a company signs in for the service. For sitap to reach clients, we partner with entities that allows us to be visible to instructors and companies.

Such entities are institutions that deal with medium size companies like incubators, acceleration programs and innovation hubs. Another type of partnership that we have are institutions and associations of instructors. Having the backup of these key partners is the medium to build trust with clients and users.

training

Instructors promotion

data

Employees

money

Sitap

money

Medium size companies

space promotion

Key Partners

data

Ecosystem map Here you can see the interaction of the service inside the city. Situp aims to create a tight relationship with bigger entities that have the contact with the individuals that make our service possible.

Our B2B business model makes it possible to reach more user therefore create an impact for the wellbeing of a larger scale of the population.

Actors

Interchange Touchpoints Employees

promotion

data

Medium size companies

space

Instructors

space

Sitap

money training

money

data promotion

data

Key Partners

Touchpoints Three important things to highlight from the interaction of our users with the touchpoints is that employees play a crucial role during the retention phase, therefore Sitap adapts to users’ needs and evolves acording to their priorities. Without employees’ retention and feedback our value preposition cannot take place.

At-home experience

Online streaming lesson of the same fitness trainer will be avaiable in the web platform (from phone and laptop) in order to permit to employees that are doing smart working to follow it from home.

Fitness equipment to rent for fitness home lessons could be request to the service and will be given in the office in common moment.

Key steps

01 02

The employee is working The employee goes to the toilet and changes the clothes

The employee goes to the empty room where the lesson will take place

The employee changes again in the toilets

The employee leaves a feedback about the feelings after the lesson through the application

Service Blueprint

set the companyÕ s proÞle, upload employees database

show proÞle on the the web-platform

The website The landing page

For fitness trainers

For companies

Web platform Dedicated to employees The trainers and employees can access Sitap on both web platform and mobile app. An employer can access Sitap via web platform.

Sign-in screen

Schedule screen

My classes

Dedicated to companies Since we offer to the trainers to earn mmoney with our app by connecting them with potential clients there is a payments page on the app. On this page the user can see the history of received and withdrawn money, see some statistics and manage their financial information.

Mobile App Onboarding scenario for fitness trainers Mobile app is meant to be used by trainers and users - employees. The application has different functions for trainers and employees.

Loading screen

Account split

Sitap has omnichannel interaction with multiple users. Sitap has one application for both users (employees) and trainers with further scenario split. The trainer has to choose “I’m the trainer” to continue using app as trainer. 56

04 Welcome screen

05 Choose speciality 06 Upload certificates 07 Upload profile picture 08

The trainer has to prove being a professional. In order to do this we ask trainers to upload their professinal education certificates.

Thank you page

All the required info is sent for the check. We will notify the trainer when his form will be accepted.

Income history

Payments

Since we offer to the trainers to earn money with our app by connecting them with potential clients there is a payments page on the app. On this page the user can see the history of received and withdrawn money, see some statistics and manage their financial information.

When payment is received on the trainer account we will notify him/her about this.

Profile

Calendar

The trainer can manage his/her account, add more pictures to the gallery, edit bio and change app settings.

Managing the trainers’ work is very important. In order to do it we added calendar to the app so the trainers can see when and where they have to give lessons.

Onboarding scenario for employees Mobile app is meant to be used by trainers and users - employees. Application has different functions for trainers and employees.

Account split

An employee has to choose “I’m an employee” to continue using app as a trainee.

An employee has to log in in the app with his/her work email as the employees’ accounts are being created using uploadedemployer’s database

Welcome screen

We collect data about what problems disturb employees, analyse them and then assign the trainer who fits the best to the employees needs

Introduction of the app setup

EQ-5D 5L wellbeing test

Specify problems related to sedentary lifestyle

Set up finish

Daily use of the application After the onboarding moment, in the application the employees can find avaiable some tutorial videos, the calendar page where the fitness schedule is showed, some statistics on their wellbeign, the acces page to the live streaming fitness classes and their profile page. Tutorials

Home page

Live streaming classes

Calendar page

Statistics page

Profile page

[ Live streaming

]

Employee online class and feedback

User joins the online lesson at the set time

Application 64

App allows the user to record themselves and receive the feedback that is generated by the app using computer vision.

Web platform

Business Model_

BM Canvas

Marketing Mix Product We will communicate through a push strategy because our client is not actively searching for the product. Some companies are already implementing wellbeing programs so we seek to be visible so that they want to give our service a try.

We opted for a push strategy, since companies are not actively searching for us.

Price Our competitive advantage for companies is the experience of the service. Therefore our price is in the average price of competitors in the market, which is 39 euros monthly per person. Our service price is 55 K per year for a medium-size company (50-250 employees)

Place We will use a direct distribution channel, to reach our clients where they can also buy directly from us.

Direct distribution channel.

Promotion Sitap reaches customers by participating in events related to their sector. Business conventions to be known by companies and fitness festivals for trainers. We then gene-

rate leads by offering a free wellbeing report in exchange for the email and name of the company or fitness trainer.

Sales funnel for fitness instructors

Sales funnel for companies

Market analysis Differentiator Existing services that target our same market offer access to employees to an external gym or install sports facilities in offices. The area of opportunity that we tackle with Situp is building a relationship with the employees while showing results to the companies through statistics. Employees can attend the fitness plans either at the office or at home, giving them more flexibility.

Personalized on employees

Matchfit SitUp

At gym

In companies

Urban Sports Club

Wellable Health Source Solutions

Silofit

Personalized on companies 72

Marketing perspective According to the 2021 research report of wellbeing creative co, the global health club market is worth approximately $96.7 billion, with 210,000 clubs and over 184 million members worldwide. And 2,5 Bn euros is the market worth in Italy. If Sitap penetrates 1 % of the market, we are considering a worth of 25 million euros.

Market segment Our market segment are medium size companies that have from 50 to 250 employees.

14. Gyms, Health and Fitness Clubs in Italy. (2016). Retrieved December 15, 2021, from Reportlinker.com website: https://www.reportlinker.com/p03711707/Gyms-Health-Fitness-Clubs-in-Italy.html 15. Fitness Market Size, Revenue & Growth 2021/22 [+ Research Report]. (2021, January 18). Retrieved December 15, 2021, from Wellness Creative Co website: https://www.wellnesscreatives.com/fitness-market/ 73

Competitors Wellable Wellable is a service that aims to promote physical and mental well-being. This service addresses the specific objectives of each company with a range of customised options. It measures improvement parameters before and after the service to determine which areas to focus on. In this way the company will create a collaborative link with the service, which in turn will proactively provide guidance to optimise the wellness experience. Wellable also offers various activities both online and offline. Location: Boston, USA https://www.wellable.co/home

Competitors Machtfit

Machtfit is a service for the promotion of well-being within companies. It offers different types of activities to promote above all physical well-being. This service is a digital platform and app with which employees can find suitable offers for their health and wellbeing: it gives employees the possibility to choose their favourite activities to do both online and offline. For the offline option it suggests the nearest places where you can practice that discipline. Finally, Machtfit also provides health advice for employees. Location: Berlin, Germany https://www.machtfit.de/

Competitors Urban Sport Club

Urban Sports Club is a programme aimed at both companies and those simply interested in physical activity. They give gyms the opportunity to promote their facilities and activities around the world, plus offer the possibility to follow online workouts broadcast from around the world directly from home. They also organise outdoor activities to help employees of companies stay fit by doing activities together. They offer different types

of activities depending on everyone’s preferences, and give individuals the opportunity to book their own activities. Location: Germany, but works in different European counties https://it.corporate.urbansportsclub.com/

Competitors Silofit Silofit transforms small offices into high-end private micro-gyms, used by fitness trainers and their clients, and by individual gym-goers. The aim is to promote physical well-being directly within companies. They use the machines through partnerships with major fitness brands (such as Technogym). Silofit also leverages Technogym’s Digital Connected Ecosystem to offer members a unique connected and personalised experience and to shape innovative business models aimed at

creating a “Smart Gym” that collects a user’s exercise and health data from all Technogym equipment in each Silo. Location: Montreal and Toronto, Canada h t t p s : // w w w. fa c e b o o k . c o m /s i l o f i t a p p/?ref=page_internal

Competitors HealthSource Solutions HealthSource Solutions is a company that focuses on enriching employee wellbeing with solutions that work for employees. They actively listen to the needs of employees and tailor various programmes to suit, within each company’s budget. It aims to simplify the responsibilities a company would have in organising fitness sessions for employees, while also learning what the company culture is.

The aim is not to increase the physical performance of employees but more to promote a change in employee behaviour in all areas of wellbeing. Besides providing fitness solutions, they also offer medical support with regular biometric screenings. Location: Plymouth, USA https://www.healthsource-solutions.com/

Competitors Features comparison

Brand_

Brand image Vision Sitap_ imagines a future in which health problems related to the sedentary lifestyles of office workers are strongly felt by companies as an important need to take into account and help prevent.

Mission Sitap_ creates a simple way to connect HR manager of business offices and fitness trainers in order to facilitate the logistic organization to have free personalized classes of postural gymnastics for employees.

Up_Ap_App the word “up” is similar in the sound to “ap” in Italian, that reminds the word “app”, and so “application”, that’s what sitap_ basically is.

Open laptop to represent the person that is working on the computer, always sitting in the desk.

“Sit-up” exercise both the name and the symbol remeber the fitness abs exercise

Closed laptop to represent the physical act of shut down the work activity and find time for ther personal wellbeing, getting up from the sitting position. 83

Font and construction Sora ExtraBold

Dm Sans Medium

Color palette

#e9624e

#1e1c1b

#cc99ff

#ffffff

Communication Competitors Sitap has a friendly and calm tone of voice with colorful graphics in bright colors and bold words. The claims play with puns: this kind of communication aims at toning down seriousness that is usually associated with companies.

Video storyboard

Thinking about future Future Development As Sitap has been projected to be launched in the year 2022, we prototyped a minimum viable product. But, discussing possible futures for the service, we envision that by validating the fissibility of the project we can evolve into a more advanced product, technological speaking. We introduce two upgrades we believe are interesting for Sitap.

Sentiment analysis An interesting upgrade of the service is in the onboarding experience of the employee and the periodical feedback they give to the app through surveys. We know becomes an annoying task when you have to do them, so we want to find a more playful way to give the data related to the actual status of the employee. Nowadays, sentiment analysis is widely used in marketing to detect is the review of people is positive, neutral, or negative, but there’s been progress in the development of this technology, now sentiment analysis can also be applied to images. This new approach is being applied in detecting the general mood of pieces of art and movies. So we propose to use sentiment analysis to detect the overall feeling of people by asking them to take pictures of a typical day or their eating and free time habits. Or by asking them to choose from several pictures with who they feel identified. 95

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