CONTENTS • CATEGORIES 04 HYBRIDIZATION • MINDMAP 06 • SELECTION OF SCENARIOS 08 MOTIVATION MOODBOARD • THE SCENARIO: COMPANY PERSPECTIVE 12 MOTIVATION VISION AND GENERAL PSS TARGET GROUP COMPETITORS • THE SCENARIO: USER PERSPECTIVE 21 PERSONAS CUSTOMER JOURNEY PITCHING PROCESS STORYBOARD • ALTERNATIVE SCENARIO 36 • PRODUCT SERVICE SYSTEM 38 RENDERS AND TECHNICAL DRAWINGS BRAND IDENTITY PACKAGING • VALUES & BENEFITS 62 • CONTRIBUTORS 63
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CATEGORIES
HYBRIDIZATION
ABOUT HYBRIDIZATION HYBRIDIZATION is the process of combining two or more elements from heterogeneous sources, or a composition of elements of different or incongruous kinds. Through our exploration of examples of hybridization in physical stores, we concluded that, in general, they fall into the following four different types of hybridization: • Functional combination of different activities usually exist as separate entities but are somehow related. • Economic co-existence of two or more economic models in one physical space. • Stylistic result of mix-and-matching two or more different styles to produce one representation of both characteristics. • Cultural A mix of different elements of two or more different cultures to create new cultural connections.
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HYBRIDIZATION: EXPLORING THE TOPIC.
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MINDMAP
MINDMAPPING
RESEARCH METHODS The research behind our solution started with an analysis about what hybridization means and how it translates in the retail world. Developing the “six hats� mindmapping method, we visualized and determined four different types of hybridization: functional, economical, stylistic and cultural. Whether it means the co-existence of two or more economic models or related to the mix-and-matching of different styles, a hybrid retail store is a crossbreed between different retail entities to produce one unique service. Two different activities that usually exist as separate entities can coexist to create one single service that offers the benefits of both, but in one common place.
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MINDMAPPING: VISUALISING HYBRIDIZATION.
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SELECTION OF SCENARIOS
MOTIVATION FOR SELECTION OF SCENARIO
SCENARIO SELECTION
Students and young entrepreneurs usually don’t have a proper space where to develop the ideas, launching their business or meet clients and colleagues. Starting your own activity and find the right connections it’s often related to online networking that rarely gives the possibility to meet people and establish a personal relationship with them. The lack of proper environments where to work or study is part of a existing trend that represent people using unconventional places as cafeterias and bars as working spaces. This retail has been thought for young entrepreneurs that need a place to work, where to find connections with the world of companies and with people sharing the same needs.
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SELECTION OF SCENARIOS.
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SELECTION OF SCENARIOS
MOODBOARD GETTING OUT OF THE RUT.
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MOODBOARD: WHAT INSPIRED US.
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THE SCENARIO : COMPANY PERSPECTIVE
Reteca is a retail store that combines face to face networking with product offering in a creative working environment. Reteca aims to provide a launching platform for young entepreneurs who are just coming out to the working scene. The phisycal pitching is the starting point for the relationship between Reteca, its members and outside companies. 12
RETECA: HELP YOURSELF.
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THE SCENARIO : COMPANY PERSPECTIVE
“RETECA offers the possibility of access to a conducive workspace, filled with products and services for learning, networking and professional growth.”
RETECA’S VISION When students become professionals, either because they have recently graduated or are freelancing as students, the firsts steps into the professional life are generally tougher than what students are prepared for.
RETECA: HELP YOURSELF.
In most of the cases, they do not have a proper space in which to develop activities, neither the knowledge to confront problems the real world presents. Restaurants and bars together with Internet consultation are the first way out, but they are not comfortable or specific enough. Furthermore, the lack of face-to-face interaction with their peers and work providers makes for considerably unfavorable trust building, which leaves them behind and disconnected. RETECA offers the possibility of access to a conducive workspace, filled with products and services for learning, networking and professional growth. Members will gain access to physical pitching services. The heart of Reteca’s service consists of enabling members to work in multidisciplinary groups and participate in pitches that different companies present in Reteca.
MOTIVATION The selected scenario describes the typical problems young professionals and entrepreneurs face when coming out for the first time into the working scene. The lack of proper physical space and knowledge to confront the problems the real world presents leads them to the scenario that we describe.
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They often find themselves disconnected from what is currently happening in their field, distracted by a polluted and unsuitable working environment and distressed by the complexity and novelty of the problems presented and the lack of guidance and concrete goals.
This hybrid of services presents a solution for the lack of opportunities young entrepreneurs suffer from, while facilitating physical networking between them and existing companies. It also presents favorable circumstances for adequate trust building and successful career launching. We believe in the idea that by working sideby-side, members can start relationships that may be helpful for their personal and career development. Also, the fact that companies are present and follow the realization of the pitches, they may spot future talents and employees. Another highlight of this hybrid will be the additional outcome outside the pitch, such as the networking between members for future personal projects and the possible work contacts they might get with the companies. The goal pursued is that one of a working scene in which the members get to know and learn from each other, and be able to help insert themselves into their contemporary work force.
GENERAL PSS OF RETECA Reteca is a retail store that combines face to face networking with product offering in a creative working environment. Its aim is to provide a launching platform for young entrepreneurs who are just coming out to the working scene. The physical pitching is the starting point for the relationship between Reteca, its members and outside companies.
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THE SCENARIO: COMPANY PERSPECTIVE
TARGET GROUP
COMPETITORS Viadeo is a business-oriented online social networking platform with over 30 million members worldwide in 2010. Members include business owners, entrepreneurs and managers from a diverse range of enterprises. It lets members maintain a list of business partners, allowing them to stay in touch, use or help each other to find a job, or create business opportunities. Viadeo depends on 3 revenue streams: premium membership, advertising, and services to recruiters. Its strategy is based on a local approach, assuming that most professionals do business locally.
The customers of RETECA should be young entrepreneurs, recent graduates and adults who are seeking to launch their careers into the future. They would be from various disciplines and industries, and of diverse levels of work experience.
The Hub is a global community of people from every profession, background and culture working at ‘new frontiers’ to tackle the world’s most pressing social, cultural and environmental challenges. Th Hub creates places around the world for accessing space, resources, connections, knowledge, experience and investment. They set out to create places that borrow from the best of a member’s club, an innovation agency, a serviced office and a think-tank to create a very different kind of innovation environment. Places with all the tools and trimmings needed to grow and develop new ventures.
LinkedIn is a business-oriented social networking site. The purpose of the site is to allow registered users to maintain a list of contact details of people they know and trust in business. The “gated-access approach” (where contact with any professional requires either a preexisting relationship, or the intervention of a contact of theirs) is intended to build trust among the service’s users. LinkedIn also allows users to research companies with which they may be interested in working.
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TARGET GROUP: WHO IS RETECA FOR.
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THE SCENARIO: COMPANY PERSPECTIVE
POSITIONING
LEGEND
LINKEDIN: Social and professional network.
VIADEO: Business network.
THE HUB: Meeting point between professionals.
RETECA: Retail store for physical store.
POSITIONING CONCLUSION From the above positioning diagrams, we can conclude that Reteca has a more balanced business model and concept, as compared to its competitors.
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POSITIONING AND SWOT ANALYSIS
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THE SCENARIO: COMPANY PERSPECTIVE
SWOT ANALYSIS
• Innovative business model. • New market position. •S ervices that satisfy market’s needs. • Hybridazion of services for a more accurate solution.
• No competitors. •C ollaboration with companies. •P ossibility of extending to other scenarios.
• Target group’s inability to relate to concept. • Difficulty to mediate between companies and members. • Difficulty to gain a foothold.
• Online plaforms as direct web-focused competitors.
USER PERSPECTIVE
• Open other chain stores. • New service implementation. • Market poised for growth.
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SWOT ANALYSIS: ANALYSIS OF SCENARIO FOR RETECA’S CLIENT.
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THE SCENARIO: USER PERSPECTIVE
“In the future, I see myself as my own boss.”
USER PROFILES BACKGROUND INFORMATION AGE 26 PROFESSIONAL PROFILE Graphic Designer WORK EXPERIENCE Have been freelancing for two years. PRESENT NETWORKING STATUS Only socializes fellow designers who are in the same situation as him. He knows older designers already established in the work force. MULTIDISCIPLINARY EXPERIENCE Only inside the design world. NEEDS He needs a place were he can meet his clients. An environment in which he can introduce and contribute his new approach. GOALS To become an independent worker, who manages and decides on his own outcome. Create outcome with an unsual approach.
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USER PROFILES: THE PERSONAS OF RETECA USERS.
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THE SCENARIO: USER PERSPECTIVE
“I believe multidisciplinary approach makes for the most fruitful outcome.”
BACKGROUND INFORMATION
BACKGROUND INFORMATION
AGE 29
AGE 25
PROFESSIONAL PROFILE Industrial Engineer
PROFESSIONAL PROFILE Economist
WORK EXPERIENCE She helped designers with product feasibility during and internship.
WORK EXPERIENCE Just graduated, and has no work experience.
PRESENT NETWORKING STATUS Keeps in touch with the her former employees. MULTIDISCIPLINARY EXPERIENCE Worked with designers before and found it both challenging and extremely fruitful. NEEDS She needs face-to-face interaction with her peers and work providers. She needs to bond with people and network. GOALS To find pleasure and satisfaction in her work. And to share her knowledge in an exiting environment, while building trustworthy work relationships.
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USER PROFILES: THE PERSONAS OF RETECA USERS.
“In good business, everybody wins, especially me”
PRESENT NETWORKING STATUS Onlyfellow colleagues. MULTIDISCIPLINARY EXPERIENCE No multidisciplinary experience. NEEDS He needs a proper space in which to develop activities, and gain the knowledge to confront problems the real world presents. Get connected with what is happening within and outside his field. GOALS To pursue a successful career in the business world. Desires to become the opportunity spotter he believes he could be.
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THE SCENARIO: USER PERSPECTIVE
database
CUSTOMER JOURNEY networking
pitching
public
use facilities reception
member
rent a space
semi-private
meeting-room
self-service
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CUSTOMER JOURNEY: A MAP THAT VISUALIZES HOW RETECA WORKS.
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THE SCENARIO: USER PERSPECTIVE
1 register to become a member of Reteca.
STORYBOARD
choose and rent a workspace or a meeting room.
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4 work in one of the public spaces.
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ARTICLE TITLE
keep your belongings in one of the lockers.
6 use the vast database to meet new peers.
participate in a pitch.
8 conduct meetings in our meeting rooms.
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improve relationships over food at Reteca.
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THE SCENARIO: USER PERSPECTIVE
PITCHING PROCESS RETECA PITCHING SERVICE The heart of the service consists of enabling the member to work in multidisciplinary groups and participate of the pitches that different companies present in reteca. This presents a solution for the lack of track young enteprenuers suffer from, while it also facilitates the phisycal networking necessary for trust building among peers.
Phase 1
Project Launching
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THE PITCHING PROCESS
Phase 2
Multidisciplinary Group Pitching
Phase 3
Porject Selection
Phase 4
Project Implementation
The highlight therefore would be the extra outcome outside the pitch, like the networking between members for future personal projects and the possible work contacts they might get with the companies.
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THE SCENARIO: USER PERSPECTIVE
PROJECT LAUNCHING Reteca works as a mediator between work provider and workers. Already stablished companies launch projects to the members inside reteca and on the virtual platform. A calendar is then fixed with dates in which the pitchers and companies have the possibility of meeting for reviews and feedbacks in a face to face discussion.
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THE PITCHING PROCESS
MULTIDISCIPLINARY GROUP PITCHING The projects are held in multydisciplinary groups. The concept of networking is reinforced by the heterogeneity of the groups. Members are both encouraged to by part of different groups for each project they wish to participate, and to foster work relationships by signing up by couples or more into one single group.The groups pitch their final project to the committee.
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THE SCENARIO: USER PERSPECTIVE
PROJECT SELECTION The winning project is selected by the cometee after a public presentation of each group. Even though there is usually on victorious team, the possibility of the physical connection between the pitchers and the cometee makes it possible for talent spotting to occur. In this way, the companies are able to detect possible future employees if they happen to be interested in any of the contestant’s profile and capabilities.
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THE PITCHING PROCESS
PROJECT IMPLEMENTATION The prevailing group might get the possibility of implementing their idea within the company. In any case a monetary reward is payed along with the merith based raking that is published in the reteca website for both members, and companies to see, enhancing the positive reward system.
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ALTERNATIVE SCENARIOS
ALT. SCENARIOS AN ALTERNATIVE SCENARIO Reteca service can be adapted to alternative scenarios, fitting the needs and the problems that other kind of users might have.
PSS FOR RETECA
Although Reteca is for people who do not have their own space for working, this service can be used also for travelers who spent only a few days in the city. Most of the business meetings happen in restaurants or cafeterias because those represent an informal environment for networking and deepen relationships. Reteca can be the perfect space for those who have to meet clients, to start a business in another city or simply for who needs a space for working during a trip. They can use the membership card whenever they come back to the city, assuring in this way always a comfortable working space.
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ALTERNATIVE SCENARIOS FOR NEW PSS
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THE SPACE
SECTION TITLE
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RENDERS AND TECHNICAL DRAWINGS
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SECTION TITLE
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ARTICLE TITLE
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SECTION TITLE
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RENDERS AND TECHNICAL DRAWINGS
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RENDERS AND TECHNICAL DRAWINGS
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ARTICLE TITLE
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RENDERS AND TECHNICAL DRAWINGS
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RENDERS AND TECHNICAL DRAWINGS
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1.80 m
3.00 m
5.20 m
3.00 m
TECHNICAL FLOOR PLAN OF RETECA
RENDERED FLOOR PLAN OF RETECA
1.80 m 3.00 m
2.40 m 2.40 m
RENDERS AND TECHNICAL DRAWINGS
14.00 m
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9.00 m
20.00 m
THE SCENARIO: THE SYSTEM
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4.00 m
THE SCENARIO: THE SYSTEM
RENDERED FRONT VIEW OF RETECA
2.40 m
4.00 m
2.40 m
20.00 m
TECHNICAL FRONT VIEW OF RETECA
3.00 m 54
RENDERS AND TECHNICAL DRAWINGS
1.80 m
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5.20 m
3.00 m
INSTRUCTIONS FOR USE OF LOGO (BRAND IDENTITY)
BUILDING THE RETECA BRAND The RETECA brand identity is the tangible expression of all that it stands for. It embodies what it does, how it works and why it is a launchpad into the future throughout the communities it serves. Members of Reteca and its partners experience the Reteca brand through the store, as well as through the verbal and visual messages Reteca sends.
BUILDING THE
RETECA BRAND
USE OF BRANDMARK Font for brandmark = DIN MediumAlternate Colours for brandmark = RETECA grey (C=0 M=0 Y=0 K=85) = RETECA orange (C=10 M=50 Y=100 K=0)
The full-color version of the Reteca brandmark is the primary brandmark of the identity system. It is strongly recommended that this version be used in branded applications whenever possible. As one of our most important assets, the Reteca brandmark must always appear as shown on this page.
1X
1/2 X of clear space all around brandmark.
1/2 X of clear space all around brandmark.
One-color black brandmark The one-color black brandmark is to be used when black is the only available color selection. Colours for brandmark C=0 M=0 Y=0 K=100 C=0 M=0 Y=0 K=50
Reteca brandmark : Minimum size To ensure the integrity of the Reteca brandmark, do not reduce its width to less than 2 cm for print or special usage, and 90 pixels for screen applications.
Reteca Tagline: Lockup treatment When the tagline is locked up with the brandmark it appears in a fixed position underneath the brandmark. The size relationship and position have been determined for optimal communication of both the Reteca brandmark and the tagline.
SCREEN 90 pixels wide
PRINT 2 cm wide
1X 1/2 X
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THE SCENARIO: THE SYSTEM
BUILDING THE RETECA BRAND
THE RETECA WEBSITE To support the system and connect the main actors of our system, we built a website, which supports these connections. One of the most important things on the website is an access to a vast database of peer-to-peer consultation and networking.
BRAND COLOURS
= RETECA orange (C=10 M=50 Y=100 K=0)
= RETECA green (C=80 M=0 Y=90 K=0)
= RETECA blue (C=70 M=15 Y=0 K=0)
= RETECA magenta (C=0 M=95 Y=20 K=0)
FONT FOR BRAND = DIN MediumAlternate
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
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BUILDING THE RETECA BRAND.
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THE SCENARIO: THE SYSTEM
PACKAGING
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ARTICLE TITLE
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THE SCENARIO: THE SYSTEM
VALUES AND BENEFITS
CONTRIBUTORS
SILVIA EMILI
VITO INGOGLIA
MEMBERS
COMPANIES
RETAIL STORE
•o vercome the difficulties that starting up in the working scene has.
• t he posibility of working with new unpolluted talents.
•b ecome part of a comunity of knowledge sharing and mutual support.
• f irst hand scouting.
• create a valuable reputation through corporate and professional networking.
• c reate their own experience and learning process. •n etwork and establish long lasting, trust-based business relationships.
•o btain not just one but many of the most innovative and fresh ideas for their own benefits. • t ake an active part in the shaping of the new generation of professionals.
GUSTAVO PRIMAVERA
•e nhances and speeds up the process of becoming a productive professional, providing benefits in an individual as well as a social level.
JOANNE SIM
YUN ZHAO
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VALUES AND BENEFITS
FINAL PRESENTATION DESIGN THINKING PSSD YEAR 1 SEMESTER 1 2010/11
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