Skol_Digital_Strategy by Claudia Nicoletta

Skol | digital strategy

Skol Politecnico di Milano PSSD | Innovation Studio 2017 | 2018

Our Group Skol’s team is a group of mixed, young entrepreneurs with very different backgrounds, a multidisciplinary team, eager to create a solution that can help people with diabetes to exercise more and to fight back the disease, a group that seeks to find a more active and healthy lifestyle for people.

Christian Guerra Sofia Muscianisi Claudia Nicoletta Rensi Zheng

Strategy and Promotion

Digital Positioning Product/Service Analysys

Index

Characteristics SkolApp Integration Market Analysis Competitors Competitive Advantage

Trends,Sentiment,Keywords Target,Personas,Users End Benefit

Abstract

12 15

16 22

Brand

Goal Concept Duration Media Mix Content Examples

In this document you will find all of the information needed to understand our project; Skol. From the characteristics of the product/ service analysis, to the benchmarking, digital positioning research, market analysis to the building of our digital strategy and campaing. Skol is a startup project, developed under the umbrella of the Innovation Studio class at the Politecnico di Milano in Italy, the project follows the current trend and worldwide need for a more healthy and active livestyle. The aim of this document is to explain the digital strategy proposed by our team in order to understand the industry and the market in which Skol can exists. Understanding the strategies and best practices needed for communicating and posititioning a product/ service like ours in the current context. In this document you will also identify the building of our digital strategy planned under the umbrella of the Finnish health and wellness accelerator “Vertical”, the channels and media mix proposal and the final goal of the campaign.

46 47 48 50

Product/Service Analysys

This is Skol

Characteristics

Skol it’s a start-up project born to the idea to make exercising easier for people that are suffering with diabetes type 2. Normally diabetes type 2 patients tend not to exercise properly because of fear of suffering from an hypoglecia attack, forgetting the things they need to workout safely or simply because they don’t recognized the clear advantages of a daily routine. Skol, makes sure that the user is carrying all of the things necessary for a safe workout and at the same time, thanks to in-build sensors the user can monitor his heartbeat rhythm and sugar level in order to prevent any type of complication. Skol takes the fear out exercise!

Product/Service Analysys

After our initial immersive research on Diabetes that took us to understand our potential customers from a more empathic and near approach, we understood the need to create a product that would connect both the digital and physical world, hence the idea of creating Skol with the digital support of an app.

App

Characteristics

How does this integration work? Skol is actively connect to the SkolApp, wich allows the user to be always in control of the physical changes and the possible health complications that can arouse from the workout routine. First, the users places all of the necesary objects needed for the exercise (Emergency candy, keys, water and phone) thanks to in-build sensors the app alerts the users by a vibration effect that there’s a missing object. If everything’s on place, the user can start the workout. During the workout the sensors can detect if there’s some sort of abnormallity related to the hearbeat rythm or the glucose level on the blood. In case of an unexpected change on the normal behavior the app will create an alert notification to invite the user to stop the workout or call an emergency number in case is needed. Finally, the app keeps track of all of the workouts, showing improvement on the glucose levels after a prolong and organized workout regime.

Characteristics

Product/Service Analysys

Value Proposition Canvas

High tech/low cost

Fair price

Product-Service Carry/hide/exercise Sugar control

Skol Product/App

Easy Access Wearable

Easy to manage Expensive Very visible

Not evident

Easy to clean

Physical and digital support

Heavy

Not tailored

Product/Service Analysys

The Market

Market Analysis

Following Porter’s Five Forces analysis, we studied our competitive rivalry to understand in which possible scenario Skol could enter the market and in wich industry our product could be more succesful. Understanding the number of competitors, quality differences and costumers loyalty, we created 3 market clusters where we could identify clear competitors of Skol; Health, Sports and finally Fashion. Health: Infuser: it’s a small backpack for children with a small pocket for a microinfuser and a customizable size. Health-Fashion: Multiheart Insulated Diabetes Bag: It’s a bag separated in 2 layers: One for food and drinks and the other one for small containers. Fashion: Myabetic: It’s an american company dedicated to sell fashion products such as bags and small backpacks to carry all of the necesary instruments for diabetes. Sports: Woman Sports Bra: It’s an special bra dedicated for women who suffer from diabetes and need to carry their instruments in a more inclusive and comfortable way. Medtronic Belt: It’s a small bell to carry instruments with a small velcro closing. Sportive T-Shirt: A sports t-shirt with 4 pockets and an special breathable fabric.

Product/Service Analysys

Competitive Advantage

Market Analysis

After understanding our competitors, we identified our competitive advantage by comparing the performance of each of them in terms of: Wearability, comfort, how high is the price or the product, the technology it uses, accesability, diabetic-specific, life-cycle and finally how evident is the product. We encountered many differences among the products, specially in terms of comfort and wearabililty, but our major take away, was understanding our competitive advantage: Technology. Skol’s biggest competitive advantage from its competitors is the use of technology and connectivity in a fully integrated product-service solution that adresses the user’s needs in a more comprehensive way.

Trends&Sentiment

Digital Positioning

Trends Worldwide Diabetes Market $140,000 $120,000 $100,000 $Millions

Caring for people with diabetes is a very important concern in the treatment of diabetes. So we are looking for the typical trends of products that concerning about the diabetes care. We found several keywords appearing frequently in the description of new diabetes product, such as wearable, tech, App, for youngers and so on. “Wearable” is the word mentioned mostly we found. aslo we found other trends with statistics shown in the charts.

$80,000 $60,000 $40,000 $20,000 $0

51.4 2010

2014

2018

From 2010 to 2014, increasement of $26,000 millions, by 61.9% From 2014 to 2018, increasement of $46,000 millions, by 67.6%

Percentage of adults aged 18 and over whose physician or other health professional recommended exercise or

physical activity, by chronic health condition and year:

United States, 2000, 2005, and 2010

The keywords appearing in trend

60 50 per ce nt age

TECH

WEARABLE APP

FOR Y OUNGE RS

51.4

40 30 20 10 0

47.7

56.4

2000

2005

2010

More and more diabetic patients are recommended to do exercise pr physical activity, by 47.7% to 56.4% from 2000 to 2010

Trends&Sentiment

Digital Positioning

Sentiment Found nice shorts! Fit everything I need to carry when running outside.

#DIABETESSPORT #DIABETESLIFE Not the right size, try to find a nice one. 18

No more finger pricks!!

Digital Positioning

Trends&Sentiment

Keywords

We chose several keywords which could represent our product like diabetes product, diabetes sports, diabetes care and so on. And then we searched some typical phrases in Google Trends to check the interest of these words over time all over the world. After that we compared these topics in one chart and found some phenomenon: people are more interested in diabetes care than other topics. It could mean in diabetes care market we still have large space for development of diabetes sports product which also plays great role in diabetes health care.

OUTDOORS DIABETES EXERCISE

DIABETES SPORTS

DIABETES CARE

DIABETES PRODUCT

DIABETES PHYSICAL ACTIVITY RUNNING

Digital Positioning

Target,Personas,Users

Target

Cluster

Our marketing target is defined mainly by the first users, people with diabetes from the age of 25 to 45 that know the importance of doing physical activity for their health and sports lovers non diabetic people with the same age. Secondly close people who could buy Skol as a present for the mainly users.

After identifying both the marketing and the communication target, we created 3 main clusters to segmentate our targets into smaller and robusts groups, analyzing also subcategories that surround our main targets.

dinamic/healthy diabetic people (25-45 y.o)

sports lovers non diabetic people (25-45 y.o)

close people

diabetic young girl

dinamic/healthy diabetic people (25-45 y.o)

diabetic older man

sports lovers non diabetic people (25-45 y.o) For our communication target we’ll focus on the marketing group target plus health professionals and sport influencers who could give suggestions and informations useful to users.

dinamic/healthy diabetic people (25-45 y.o)

health professionals

sports lovers non diabetic people (25-45 y.o)

friends & relatives

non diabetic older woman

close people

personal trainers

friends & relatives

health professionals

sport influencers famous athletes

non diabetic young boy

doctors

sport influencers

CURIOUS MARCO PRECISE MONICA

CARING FABIO MOTIVATOR ROBERTO

non diabetic young boy

sports lovers non diabetic people (25-45 y.o)

dinamic/ healthy diabetic people (25-45 y.o)

diabetic young girl

DISTRACTED SARA

diabetic older man

ANXIOUS GIOVANNI

doctors

non diabetic older woman

personal trainers

close people

friends & relatives

sport influencers

health professionals

famous athletes TESTIMONIAL INGRID

WORRIED MUM

Digital Positioning

Target,Personas,Users

SARA IANNUCCI

GIOVANNI SANCI 41years old Italy Rome Married with 1 child Lawyer

ANXIOUS GIOVANNI

26years old Italy Bologna Engaged Doctorate in Biology

DISTRACTED SARA

MARKETING TARGET

PERSONALITY

time money fear social

PERSONALITY

time

introvert

extrovert

sedentary

dinamic

healthy

unhealthy

pessimistc

optimistic

money fear social

Giovanni is 41 years old lawyer who lives in Rome with his wife Claudia and his 5 years old son Giulio. Being an anxious person, he has always loved running oudoors surrounded by nature because it helps him get rid of stress. His life changed when last year he fainted during a workout discovering to have diabetes type 2. From that moment he practices less sport because he does not know how to handle a faint, he is afraid to notice a hypoglycemic attack when it is too late. It’s a new life so he doesn’t know how to manage it. For this reason he is always connected with his smarthphone to find information in the website that could help him.

• • •

INFLUENCED BY

advertising talk show about health

Specialist’ suggestion Doctor personal trainer

BIOGRAPHY

being able to recognize a hypoglycemic attack. giving up physical activity due to fear. feeling insecuere.

Sara is 25, she lives in Bologna, with her boyfriend Luca, where they attend the university of biology. She is a sunshine girl and for this she has an active social life. She lives with diabetes since she was 8. At the beginning was not so easy to accept but growing up she was able to deal with it. She is instagram addicted and she cares about her physically apparence so she does physical activity like running, even if she doesn’t like to wear a bag to carry all the diabetics stuff. She has always an optimistic mood but on the other hand she is often distracted especially about controlling the glycaemic index, bringing sugar with her in case of hypoglycaemia and for this reason more than one time she risked a lot.

Websites

Healthline WebMD

• •

being independent in any situation especially during sport activity. coming back to do sport in a good mood. having a support to manage emergencies.

sedentary

dinamic

healthy

unhealthy

pessimistc

optimistic

PAIN POINTS

• • •

•

Instagram influencer profile sport brand page

Facebook Diabetc groups Bologna students

feeling not fashion wearing a bag for diabetes stuff while running. forgetting to check the health status during physical activity. forgetting essential tools in case of hypoglicemya.

USER NEEDS

INFLUENCED BY

USER NEEDS •

extrovert

“ love my life, I like to show me to others in the best way but sometimes my head is in the cloud”

“I would like coming back to run feeling safe and monitored as I was not BIOGRAPHY

introvert

Youtube Topworkoutchannell

• • •

a rimender to take all the stuff she needs in case of emergency. a fashion/comfort way to carry stuff. something that monitors her health status during physical activity. continuing her social life normally.

Digital Positioning

Target,Personas,Users

MONICA VIOLI

MARCO GALATI 29years old Italy Trento Single Architect

CURIOUS MARCO

33years old Italy Milan Married Business woman

PRECISE MONICA

MARKETING TARGET

PERSONALITY

time money fear social

PERSONALITY

time

introvert

extrovert

sedentary

dinamic

healthy

unhealthy

pessimistc

optimistic

money fear social

“I love trying new experiences and overcome my limits but sometimes I can’t trust to my body at all” BIOGRAPHY • • • •

INFLUENCED BY

Megazine

Walk and Run Wired

Blog

mountainrider

spending the most of the day sitting. feeling his body too weak to do hiking with an heavy backpack in the mountain. do not enjoy the outdoors experience at all. Being not in control of the heartbeat.

Website

www.ideo.com www.fitinteriors.com

improving his physical shape. taking his heartbeat under control. wearing a light outfit during trek enjoying the experience with his colleagues.

sedentary

dinamic

healthy

unhealthy

pessimistc

optimistic

PAIN POINTS

BIOGRAPHY Monica is 33 years old, she is married with Paolo with whom lives in Milan where she works as a Business woman in a fashion company. Influenced by her job, to Monica it is important to take care of her physical aspect and presents herself in the best way. To achieve this goal she practices different kind of sports, in particular cycling, alone since it is an occasion to take some time for herself. She needs to take all situation under control so she uses an app to collect her datas about time, path, and health status to know her strenght and weakness. The only problem is that during the workout she carries a backpack with all the element together and every time he has to stop his training to find what she needs.

USER NEEDS • • • •

extrovert

“make the most of time, find a place for everything and you’ll see that everything will be easier”

PAIN POINTS

Marco is 29 and he lives in Trento where he works in an architectural studio. Thanks to his job he is a curious person who likes to learn about news on the technology market. Also he is keen on nature and outdoors activities but for his job he spends most of the day sitting and for this reason his body is weak. He likes try new experiences so he gladly accepts the proposal of some of his colleagues to go trek in the mountains some weekend, but during this session, sometimes he warns that he does not have the right physical shape to bring the heavy backpack and to resist to the high pressure. Therefore he feels his heart going faster and in the end he does not enjoy the moment at all.

introvert

• •

INFLUENCED BY

USER NEEDS •

Megazine

Elle Image&Style

App

Swork it

finding easily what she needs without interrupting the workout. being costantly monitored during the physical activity to take under control the situation.

Instagram

fashion brands influencer

• •

being independent in any situation especially during sport activity. coming back to do sport in a good mood. having a support to manage emergencies.

Digital Positioning

Target,Personas,Users

LAURA CORRADI

ROBERTO ROCCA

54years old Italy Turin Married with 2 sons Teacher

WORRIED MUM

35years old Italy Milan Engaged Personal trainer

MOTIVATOR ROBERTO

MARKETING TARGET

COMMUNICATION TARGET

PERSONALITY

time money fear social

PERSONALITY

time

introvert

extrovert

sedentary

dinamic

healthy

unhealthy

pessimistc

optimistic

money fear social

• • •

•

advertising Uno mattina famiglia

Megazine

Focus Familyhealth

Word of mouth

talking with other mums

buying something that could help Matteo to be independent and safe during the physical activity.

dinamic

healthy

unhealthy

pessimistc

optimistic

PAIN POINTS

Roberto is 30 years old, he lives in Milan with his girlfrinds since two years. When he was young his father had heart problems caused by sedentary life and obesity. It was not an happy moment and, for this reason, growing up he nurtured the desire to become a personal trainer to help people without motivation to follow an healthy lifestyle. His emphaty and optimistic mood are the most appreciable side of his personality, in particular by whom, had to change their habits finding it difficult to accept. Furthermore Roberto is involved in discovering new products and technology useful for diabetic people infact for this reason he has a Youtube channel where he shares his knoledge.

USER NEEDS

INFLUENCED BY

being worried everytime Matteo goes to run with his friends. being informed about her son health. feeling useless for her son.

sedentary

BIOGRAPHY

PAIN POINTS

Laura lives in Turin where she works as a teacher in a primary school. Her daily routine is very busy divided between family and work. Laura loves her two lovely sons: Luca is 10 and Matteo is 25. Although Matteo is the older, he is the one that gives more concern to Laura. He is a sport addicted and uses to go running 3 days a week. But two years ago he discovered to have diabeteas type 2. He couldn’t accept it and consequently he continues to do physical activity without taking the necessary precautions such as checking the glycemic level. Laura is really worried and would like to do something but at the same time she does not want to make Matteo feel not independent.

extrovert

“with the right approach the difficulties are just the starting point for new successes”

“seeing my son Matteo follows his passion being safe and independet is my dream” BIOGRAPHY

introvert

• • •

USER NEEDS

INFLUENCED BY •

Youtube

RobertoRoccatrainer

Instagram

His profile Workoutmilano

having a sedentary lifestyle. looking his customers give up. not being able to have a positive mood.

Website

www.mypersonaltrainer.it

• •

discovering more and more motivating workouts. spreading the concept of a dinamic and healthy lifestyle. teaching to his customers to organize their daily routine in order to take time for physical

Digital Positioning

Target,Personas,Users

INGRID GOMEZ

FABIO MANCUSO 55years old Italy Monza Married with 1 daughter Doctors

CARING FABIO

30years old Spain Madrid Single Marathoner

INFLUENT INGRID

COMMUNICATION TARGET

PERSONALITY

time money fear social

PERSONALITY

time

introvert

extrovert

sedentary

dinamic

healthy

unhealthy

pessimistc

optimistic

money fear social

PAIN POINTS

Twelve years ago Fabio got married with Giulia and they moved to Monza for work. Since Fabio was young, he had the desire to become a doctor since he was keen on medicine and discovering new useful technologies and products for the treatment of patients. His dreams comes true and now he has his own studio in Monza. He is focused on diabiatic people. He deals with both physical and phsycologial aspects of the patients. Also he is a very good researcher and, with a great team, he is working on a new sensor that can measure the glucose level constantly. He doeas a lot collaborations with other health experts as personal trainer, nutrisionist and he is also always update with new kind of tech tools.

• • • •

INFLUENCED BY

Elisir Medicina 33

Megazine

Diabete oggi Modus

failing on the medical research. noting unhealthy habist from his patient. dealing with eople who try to treat themself only by internet. working with doctors who are not update on new technologyes.

Physical place His own studio

discovering new products. sharing the knolodge with other specialists. being available to his patients as much as he can.

sedentary

dinamic

healthy

unhealthy

pessimistc

optimistic

PAIN POINTS

BIOGRAPHY

Ingrid Gomes is a famous marathoner. She won the bronze medal at the 2012 London Olympics, winning the place among the best in the world. But for Ingrid that success had a plus value: she is one of the few athletes with diabetes. One day during a workout she started to feel sick and,after a visit from the doctor, she discovered to suffer of a mild form of diabetes type 2. The beginning was not easy since she committed a lot of mistakes about her dailyroutine habist..she doesn know how to manage this “problem” according to her carries. But thanks to the right support and her motivation, she learned to manage herself in the best way. Now she loves be an exaple for diabetic people.

• • •

•

advertising compaign

Twitter

her profile

following her dream showing to do the sport world that she can achieve the same goals of the others being an example for diabetic people

USER NEEDS

INFLUENCED BY

USER NEEDS • • •

extrovert

“and if I can help a few people along the way, then I’m pleased”

“progress and success go hand in hand” BIOGRAPHY

introvert

Advertising board

• •

discovering more and more motivating workouts. spreading the concept of a dinamic and healthy lifestyle. teaching to his customers to organize their daily routine in order to take time for physical

Digital Positioning

Skol

Brandbook

Brand

Mission

Helping people with diabetes to practice sports and exercise whithout any fear or issues, by making easy and accessible medical and technical products fit for everyday use. Vision

No more barriers to practicing physical activities.

Naming The name Skol wants to identify a product that can defend it’s customers, it was born from the concept of the object as an armor. It is derivated from the swedish Skal, that means shell; the a than became an o to make the sound more robust and strong.

Unique Selling Point

Taking fear out of exercise

Shape The shape of the logo comes from the word “armor”, written with aramaic symbols. Starting from this form, it has evolved in order to represent the shape of a running person, while the upper side of it remands to the shape of the product.

Palette #7DA341

Digital Positioning

Logo

Brand

#E8412A

#3C4049

#20284E

#F3F0DF

The colours of the palette is used for the applications of the logo and logotype in corporate and products. The two basic colours are used for most of the communication and for the official documents, they can be combined with one the three secondary colours, that cannon be combined between them.

100%

50% 25% 12,5% 36

Case Study

Digital Positioning

MedicSen “Current diabetes treatments aren´t personalized enough, administering insulin involves calculating the doses, is unintuitive and relies on invasive techniques such as safe injections or pumps. Our algorithm in the cloud analyzes the information provided by 3rd party sensors, It predicts future glucose levels and it helps being aware of all the important information around that number. (+APP as UX)”

Call to Action

Call to Action conversion

Value Proposition

MedicSen uses two main channels, Facebook and Twitter, with 686 followers on Facebook and 1,466 on Twitter. They post 1-6 times per week with and engagement of approx 100 reactions per post on Facebook. From the conversation point of view this could improve and would bring more effective traffic to the website that can later transform into conversion.

User’s engagement to social media

Digital Positioning

Myabetic

Case Study

“Myabetic was created to transform the diabetes image. After her own diagnosis, founder Kyrra Richards struggled to manage her blood sugar and confidence. She kept her diabetes secret because she was afraid to be associated with a negative stereotype. Kyrra started Myabetic to change this perception. Designed to improve the diabetes lifestyle, our products represent the strength and beauty of our community. Together, we will control our health with style, not shame.”

Call to Action intended for conversation

Shop the look linked to Instagram and e-commerce platform

Newsletter/ updates for engagement

myabetic uses two main channels for social media, Facebook and Instagra, with 39.095 followers on Facebook and 19.100 on Instagram. They post 4-6 times per week with and engagement of approx 50 reactions per post on Facebook. And more than 500 likes on Instagram From the conversation point of view this means that they use their social media platforms in an interesting way not only to engage their followers into their content but to lead traffic to the online shop.

Robust social media engagement and presence

Digital Positioning

Sensoria

Case Study

“Sensoria® Core is the revolutionary technology platform that can IoT enable any smart garments and footwear allowing you to measure your performance with extreme precision. The Sensoria Developer Kit enables brands and developers to rapidly build solutions that leverage our technology platform and improve their products”

Call to action

Pre-order/ Conversion

e-commerce

Sensoria doesn’t have such a strong presence on social media, they do manage to have a total of 6600 followers on Facebook and they post about 2 posts per week. On Instagram they have just 631 followers and their engagement is not so high, with an average of 15 likes per post. From the conversation point of view this means that they could create a bigger social media presence, by engaging with their audience and leveraging on their market share.

User’s engagement to social media

Strategy and Promotion

Goal Skol is a young startup looking to participate on the “Vertical Healthcare Accelerator” in Helsinki. One of the only accelerators of its kind in Europe, Vertical fund new entrepreneurs in the area of healthness + wellbeing, by mentoring and helping to co-create with large enteprises (Samsung + Pfizer) by creating customer compliance, finalised value proposition, collaboration terms and MVP delivery. We considered that Vertical is the perfect platform to help Skol to grow and turn into a profitable company with a long-term sustainable business product. With Vertical’s help we will be able to develop the technology in partnership with samsung and will obtain the visibility needed.

Vertical Accelerator

Samsung ‘s Philosophy and Goals Samsung company dedicate their efforts to creativity and innovation, shared value with their partners, and their great people. They look forward to exploring new business areas such as healthcare and automotive electronics, and continue their journey through history of innovation. Samsung Electronics will welcome new challenges and opportunities with joy.

1 2 3

On the basis of Humean Resources & Technologies • Make the extension oh human resource develpoment and technical superiority with management principles • Increase the synergy effect of the whole management system throught human resources and technologies

Company Objectives (Inner goals) • Create the products and services that give customers the best satisfaction • Retain the 1st position in the world in the same line of business

Company Objectives and Contribure to Society • Contribute for common interests and a rich life • Perform the mission statement by a member of the community

Concept

Strategy and Promotion

Duration

Media Mix ADVERTISING

6 months

Always

1 month 2 weeks

Paid testimonial athletes Paid fashion influencer outdoors bilboard (street-bus stop) Article on sport/tech magazine Retargeting what are they looking for? diabetic tools sport outfit diabetic care

SHARING Instagram ashtag Intagram stories Tweet Facebook post World of mouth

EARNED MEDIA

PAID MEDIA

OWNED MEDIA

The first part of the communication strategy will be focused on optimization of both our social media platforms (Facebook & Instagram) and our landingpage in the website to bring traffic and have a first high conversation rate in our online shop. While in the second part of the campaign we will focus on traditional channels after gaigning some revenues from our first part of the campaign.

WEB PROPERTIES Website Mobile website Social media channel

Instagram Facebook

Strategy and Promotion

Magazine Ads

We will place a magazine ad during the second part of our campaign, the objective of the ad is to bring attention from our potential clients, that read magazines such as wired and technology magazines.

Strategy and Promotion

Outdoor

Contents

Following the intent of the second part of the campaign, we will have an outdoor billboard bringing the attention of a larger bigger audience.

Contents

Strategy and Promotion

Website

The development of the website is a fundamental part of the first phase of the campaign, the objective of the website is to have an online shop and a landing page with all of the features of our product. With a big central call to action intended for conversion.

58 59

Strategy and Promotion

Instagram

Both the Instagram and Facebook pages are intended as part of the first phase of our campaign. They will continue to exist as one of our biggest points of connection with our customers, as engagement we will post content related to health and wellbeing to ultimately bring more traffic to the website.

Strategy and Promotion

Facebook

Innovation Studio - 2018