FINAL SYNTHESIS DESIGN STUDIO - PS2 a.a. 2015/2016 Professors: Beatrice Villari, Michele Zini, Paolo Landoni, Luigi Brenna, Stefan Holmlid
1.what is it
G.N.A.M.! is a service based on children’s healthcare and nutritional education. It’s structured as an investigatory game that encourages children to get a healthier lifestyle through exploration, both online and offline; it fosters physical activity and helps increase nutritional awareness for both children and their families.
2.data analysis 33.1%
of Italian population is overweight
50% of obese kids become obese adults In Italy 22,1% of kids are overweight and 10,2% are obese 50%
Italian children are the fattest, compared to USA and Mexico 35 30
36%
34% 30% 28%
30%
25 20 15
29%
Italy USA Mexico
Normal
67.7%
22.1%
Overweight
10 years Obesity rate has increased over the last 10 years
2.5 billion Overweight people cost 984 â‚Ź/year to the government, obese 2.136 â‚Ź/year
10 5 0
Boys
Girls
Sources: www.salute.gov.it; www.ilfattoalimentare.it; www.noo.org.uk
3.GOALS AND VALUES
PREVENTIVE,
RELIABLE,
ENTERTAINING,
HEALTHY and
EASY and
FRIENDLY and
EDUCATIONAL
ACCESSIBLE
NETWORKING
_ Providing a didactic yet amusing framework to improve habits with regularity
_ Conveying trustworthy contents checked by specialists _ Building a direct and easily accessible link to healthcare
_ Offering tools to network and spend quality time together _ Creating a funny and friendly gaming experience
4.actors map
PAPER ADS
SCHOOL CAMPAIGNS PEDIATRICIAN SCHOOLS
ONLINE
FREEBIES SOCIAL NETWORKS
FAMILIES WORD-OF -MOUTH
KIDS OTHER KIDS
OTHER FAMILIES
CHILD DOCTORS MARKETING MANAGERS
RECRUITMENT CAMPAIGNS
RECREATIONAL SPACES MARKETING MANAGERS
RECRUITMENT CAMPAIGNS
WORD-OF -MOUTH
5.how it works
http://gnamadventure.businesscatalyst.com/index.html
FOOD CARDS & BADGES
DETECTIVE FRIENDS NETWORK
PARENTS’ COMMUNITY ACTIVITIES
ADVERTISEMENT
3 EXPERIMENTS WITH FAMILY
TIPS ABOUT NUTRITION
ADVERTISEMENT
+ BRAND REPUTATION
2 EDUCATIONAL MINIGAMES
MEDICAL SUPPORT FORUM
SELF ENTREPRENEURIAL
iBEACON STICKERS
1 OUTDOOR EXPLORATION
BOOKING VISITS ONLINE
DIRECT CONTACT WITH NEW PATIENTS
+ FLOW OF CUSTOMERS
FITBIT ZIP TRACKER
CHILD ACTIVITY MONITORING
PERSONAL PROFILE WITH SKILLS
RECREATIONAL SPACES
KIDS
FAMILIES
CHILD SPECIALISTS
6.touchpoints/ Parents Offline Adverts
Social Media
Website
Smartphone App
Recreational Spaces
6.touchpoints/ Kids School Campaigns
Smartphone App
Fitbit Zip
Recreational Spaces
Website
Food Cards
Beacons
7.video
“What if staying healthy was child’s play?”
8.brand id/ logo LOGO + BANNER DETAIL: DOODLE ICONS
Detective imaginary & food icons Kid-detective footprints & Mr.Woofson’s
COLOR PALETTE
#ffbb00
#1c6c83
#fff0cb
#f04e26
#96370a
DETAIL: MAGNIFYING LENS
LETTERING FONT LOGO AND TITLES Festivo Letters N° 6
FONT BODY AND PARENTS’ INTERFACE Quicksand Regular
FONT TITLES AND KIDS’ INTERFACE Patrick’s Hand Regular
8.brand id/
Website
WEBSITE IS ORGANIZED ON TWO LEVELS: PARENTS AND KIDS
Parents are the main addresser of the content of the website, not kids. The purpose of pop-up Mr Woofson is talking “kids language” to catch their attention and redirect them straight on their dashboard.
8.brand id/
Website Mobile App_Child-friendly interface
Kid’s Dashboard _Personal profile
Parent’s Dashboard _Personal profile
The interface is illustrated, feature soft palette colors and the avatar customized by the kid, which he/she acts the part of. Mr Woofson is the narrator and foster the kid to solve new cases. Additional services are: friends list, food cards, reward badges.
The interface is light, minimalistic and features several vector icons. These are mixed with Fitbit’s tracking data showing kid’s progresses. Additional services are: specialists support, community group activities, food log and FAQs.
9.illustrations
MR. WOOFSON - Sidekick and narrator
DETECTIVE BOY - Customizable avatar
DETECTIVE GIRL - Customizable avatar
BUSINESS PLAN Competitors. Business model canvas. infographics.
1.competitors
YOU Robot
Benessere a colori
LeapFrog Band
+ CHILD-FRIENDLY ASPECT + KEEP TRACK OF CHILD’S HEALTH - NO RELATIONSHIP WITH PARENTS - NO PLANNED PHYSICAL ACTIVITY
+ OPERATES IN SCHOOL
+ VERY ATTRACTIVE INTERFACE
+ OFFERS GOOD FOOD AS SNACK + ENGAGES PARENTS - NOT VERY FUN GAMES
+ PHYSICAL ACTIVITY BASED GAMES - LOOKS CHEAP AND UNRELIABLE - LACK OF NUTRITIONAL EDUCATION
Through an app the child feeds You, an interactive robot, with the same food he ate, and You reacts accordingly. The child has got a bracelet, that monitors his body parameters and detects other children proximity.
The project promotes the distribution of fresh fruit in primary schools as a morning snack. It also allows children to play educational online games at home, and involve families by connecting them with a nutritionist.
Kids are encouraged to, “Walk like a crab” or “Pop like popcorn,” and their activity earns them points, which in turn unlocks eight customizable virtual “pets” like a panda or penguin. Additionally, mini-games let kids earn virtual toys for their pets.
2.business model canvas The Business Model Canvas Key Partners
Key Activities
Fitbit
Game design
Estimote iBeacon
Update and maintain the platform
Key Resources
Value Propositions
Customer Relationships
Educating kids about healthy nutrition and correct physical activity
Automated
Italian kids 6-10 ys
Community of parents
Recreational spaces
Providing a trustworthy tool for parents to check and improve their children’s health
Wider range of customer and better reputation
Customer Segments
Child specialists (nutritionists, dieticians, psychologists)
Channels Website
IT section
Game designers
Direct access to patients in need and possibility to be entrepreneurial
iBeacon technician
Cost Structure iBeacon purchase Platform (domain, maintenance)
App store/ Play store Schools Pediatricians
Revenue Streams Salaries
Recreational Spaces: 0,20euro per use
Doctors: 1% fee on each visit booked
Server
Fitbit: 12% on Fitbit Zip sale
Families: in-app purchases
3.infographics/ market 1 - italian children 6-10
2.787.198
Children 6-10 yrs
1.010.614
Children yrs Children 6-10 0-6 yrs IN
59.433.744 Population Children in italy
13 big cities
Milano Roma Napoli Torino Firenze Genova Bologna
Palermo Venezia Catania Bari Messina Reggio Calabria
3.infographics/ market VOLUMES - FIRST YEAR 2017 Penetrated Market Served Market Available Market
Specialists
Potential Market
Children 6-10
71 204 1.375
54.720
3.793
149.918 1.010.614 2.787.198 Spaces 4 20 133 372
3.infographics/ PENETRATED MARKETS - 2017, 2018, 2019 2017
2018
2019
Milano
Milano, Roma, Napoli
All the 13 chosen cities
Children 6-10
Specialists Spaces
3.infographics/ SOURCES OF REVENUES
1% on visits price
Fitbit Zip price
59,99€
12% 7,20€
per unit from Fitbit Affiliation Program
0,20€ each child attending space
3.infographics/ FINANCIAL NEED, EQUITY, PROFITS
-9185,54€
10.000€
Financial Need
Equity
355%
IRR 11.291€
251.033€
648.524€
Net Profits 2017
Net Profits 2018
Net Profits 2019
thank you!