R ACTIVATE SEGOVIA
+Julia CastaĂąo Isabel Espinar Nadine Kabbani +Alternative Practice: The City Romina Canna
2
INDEX
I. ANALYSIS...................................................................................................................4 Current situation of the old city of Segovia
II. MAPPINGS.............................................................................................................12 Mapping of the old city’s current situation Demographics Economic activity Academic offer
III. FOCUS ON...........................................................................................................26 Why do we focus on business?
IV.PROBLEM...............................................................................................................34 Lack of awareness and connectivity
V. PROPOSAL.............................................................................................................38 New interrelating network Our mission Re-activate the old city of Segovia
VI. SEEGO App..........................................................................................................46 VII. CASE STUDY.......................................................................................................64 VIII. REPERCUSSION...............................................................................................70 Impact of SEEGO in the city
3
+ANALYSIS the city of Segovia CURRENT SITUATION
4
+INTRODUCTION This analysis addresses the evaluation of the current situation of the old city of Segovia, based on the experience and different points of view of the institutions we interviewed, residents and students. The collection of this series of testimonials, summarizes the way in which the student life creates an impact on the old city; at the same time that the life style of the old city affects the student life. 5
CULTURAL & PUBLIC INSTITUTIONS INTERVIEWS
CASA JOVEN
MUSEO de SEGOVIA
C
CULTURA
6
ANEJA CIT Y HALL
AL COUNSELOR
MUSEO ESTEBAN VICENTE
NC CE CONCEPCIONIS
TAS
PALACIO O QUINTANAR Q QU U AR
DOMINGO DE SO TO
TOURISM
F.E.S
7
CULTURAL & PUBLIC INSTITUTIONS INTERVIEWS The first phase of this study relates with a series of interviews carried out to the several institutions of the city of Segovia. We talked to some representatives of the City Hall, such as Andrés Torquemada -councilor of citizen participation-, Álvaro Serrano -councilor of education-, and José Antonio Bayón López -councilor of economic development, employment and innovation-. For leisure activities, people come from the outside of casco antiguo to the center.
Council of Citizen
WORK: Participation from inside Andrés Torquemada to outside.
In relation with the first interview with Andrés Torquemada, the main point he tackled was the decrease of population in the old city due to the fact that a high percentage of facilities and amenities are moving to the surrounding neighborhoods of the city. Therefore, the decline of the number of inhabitants of the old city has lead into an increase of disused buildings and properties in the area.
“Sometimes we get involved with schools and colleges to spread out what our activities are about”
Good relationship with UVA, not with IE.
12 to 36 years old
Concejal de Juventud 8
Alvaro Serrano
Referring to the second interview, with Álvaro Serrano, the non-existent relation between the Council of Education and IE University was one of the most notable points; even though they currently collaborate with elementary and high schools and in some occasions with UVa in order to promote the activities carried out in La Casa Jóven.
“Segovia Emprende”
Projects we are carrying out
“Telefonica Openfuture” The access to the
Segovia is the province Buildings no elevators. with least unemployment
open a business
Department of Economic Development, Employment and Innovation José Antonio Bayón López
Regarding the last interview, with José Antonio Bayón López, one of the most relevant data that we have extracted is that there is a great offer of programs intended for young entrepreneurs that do not have a high percentage of participation.
9
CULTURAL & PUBLIC INSTITUTIONS INTERVIEWS This last information was also corroborated by the Libardo Palma Castillo, representative of the private institution FES (Federación Empresarial Segoviana), who argued that despite the fact that they receive several applications for their consultancy program “Auto-Empleo”; at the end just the 10-15% of the applications registered start a new business in the city.
“No innovative projects for new businesses in Segovia”
We are carrying out a project to help entrepreneurs called “Auto-empleo”
People who come to F.E.S generally are people who don´t have a high educational background.
Women: 54% Men: 46% Segovia Centre: 44% Segovia province: 56% 10-15% people open a business
10
Main commercial activity based on services.
F.E.S
Libardo Palma Castillo
People/tourist flows focuses on Calle Real mainly, since its itinerary is straight
The young and university participation in events is small
(Aqueduct-Cathedral-Alcazar)
tourists for they spend
TOURISM
1,5 days
around 58€ per day
Patricia Otones
‘A lot of students come from villages’
How people arrive? 40% private transport 30% public transport 30% walking
‘Our main problem is
MM.CONCEPCIONISTAS 702 students
ANEJA
187 students
DOMINGO DE SOTO 166 students
+CONCLUSION Through this series of interviews, we decided to focus on the analysis of the old city on these next three factors : Demographics, economic activity and academic offer. These three factors were a common discussion in all interviews. 11
+MAPPINGS the city of Segovia CURRENT SITUATION
12
+INTRODUCTION In this part of the analysis we evaluated the current situation in segovia and the demographic, economic activity and academic offer of the universities in a series of mappings. 13
WHAT IS GOING ON IN THE OLD TOWN? DEPOPULATION: Demographics This maps represents the demographic data of the old city of Segovia . An important information is the important decrease of population.
I’ve moved outside the old town due to the rent is cheaper
The buildings don’t have elevators.
s01
‘OLD TOWN RESIDENTS’ For leisure activities, I go to the old town, while to work I leave Casco Antiguo
ING IS GO T A H W THE ON IN WN? TO OLD
+45
POP D
4.200
53%
14
s03
The access to spaces inside old town is difficult.
10%
-16
year
2000
res
2
WHAT IS GOING ON IN THE OLD TOWN? DEPOPULATION: Demographics
DEPOPULATION REDIDENTS ARE LEAVING THE CENTRE
3,792
s02 s04
residents old town
s05
Residents per SECTOR s01 s02
PULATION IS DECREASING
sidents
s03 s04
3.925
3.792
s05
2013
2015
904residents 789residents 605residents 667residents 818residents
15
WHAT IS GOING ON IN THE OLD TOWN? UNINHABITED: Empty properties Through this map we can observe how the decline of the number of inhabitants of the old city has lead to an increase of disused buildings and properties in the area.
5
6
1o
1.587
% 25
4 are empty t u
ING IS GO WHAT IN THE ON ? TOWN OLD
6.571 inside old town
SURFACE OF THE O 14% 13,5%
16% living places
cultural
8 36% 10% religious
streets squares roads
16
admini
eq
WHAT IS GOING ON IN THE OLD TOWN? UNINHABITED: Public Properties
UNINHABITED BUILDINGS ARE FALLING INTO DISUSE OR IN RUINS
4
7 2
3 9 1 8
OLD TOWN
%istration
84%
40% public buildings DISUSE
55,000
sq meters of buildings
ABANDONED
quipment
17
WHAT IS GOING ON IN THE OLD TOWN? UNINHABITED: ABANDONED BUILDINGS
1
Sede del INSS (Plaza DoñaJuana)
5
2 6
Hospital Policlínico
ING IS GO WHAT N THE ON I WN? TO OLD
3
18
Palacio de la Floresta
4 Palacio d Mansill e a
5
Palacio Episco
o opal
WHAT IS GOING ON IN THE OLD TOWN? UNINHABITED: Abandoned Buildings
9 ABANDONED BUILDINGS
4
7
Palacio de Justicia
2
3 9 1
8
8
Public Library
6
Jesuitinas
7
Education School 19
WHAT IS GOING ON IN THE OLD TOWN? BUSINESS DISTRIBUTION AROUND SEGOVIA
47
of stores in the old walled city of Segovia are CLOTHING
attracks more people because of their seasonal products ranges and changes
ACCESSORIES
and
NESS BUSI TION BU I R VIA DIST SEGO D N U ARO
lifestyle clothing and accessories bars and restaurants touristic centers and gift shops consulting services ( lawyers , consultants, marketing real estate financial services ( banks, accountants, .. ) public institutions ( city Hall, Councils ) private institutions ( museums and cultural centers )
20
BUSINESS DISTRIBUTION AROUND SEGOVIA with 659 485 tourists a year - empresa municipal de turismo de
30
+12, 12 % + 23, 33 % accomodation employees
segovia
of stores in the old walled city of Segovia are dedicated for Tourists
Hospita
lity
g agents )
This is a study of the economic activity triggered by tourist in the old center of Segovia. Noticeably, the large amount of tourists that come to Segovia every year increases the employement rate. Moreover, it created a high activity in WHAT IS GOING ON IN THE OLD TOWN? hotels and touristic apartements.
37
hotels and appartements dedicated for tourists in the old center of Segovia
403 844 tourists
In 2015 ,
stayed in Segovia for a night - empresa municipal de turismo de segovia 21
WHAT IS GOING ON IN THE OLD TOWN? BUSINESS STUDENTS AFFECT SEGOVIA Through this map we can observe how the student life in the city has influenced the economic activity of the old city of Segovia, especially due to the constant increase of the international students from IE University.
“Ever
80 of IE students spend their free time eating in RESTAURANTS
drinking
$$
&
We are definetly missing some chill areas around Segovia - all we do is go to Uni or go out - Communication Student
NESS BUSI NTS E STUD EGOVIA TS C E F AF
lifestyle clothing and accessories bars and restaurants touristic centers and gift shops consulting services ( lawyers , consultants, marketing real estate financial services ( banks, accountants, .. ) public institutions ( city Hall, Councils ) private institutions ( museums and cultural centers )
22
WHAT IS GOING ON IN THE OLD TOWN? BUSINESS STUDENTS AFFECT SEGOVIA
r since IE started, everyone wants to be a Taxi driver in Segovia.” - Taxi Driver
65
Segovia Campus
international students
accomo
45
30
tion da
g agents )
with - students a year - IE University /
of students from IE live near Plaza Mayor
of students from IE live near the Aqueduct
real estate companies work everyday to provide more and more apartements for new residents of the old city
“The old center is now inhabitated by students from IE university. Their desires are very limited therefore we work hard every day to find the right balance between the tenant and the landlords” - Javier Marina ( landlord )
23
ACADEMIC OFFER IE + UVa PROGRAMS
ACADEMIC OFFER TOURISM
DESIGN
LAWS
EDUCATION POLITICS+ LAW +ECONOMICS
Plaza M
ayor
18% students
live in the old tow
Aqu
COMMUNICATION
edu
BUSINESS ADMINISTRATION
INFORMATION SYSTEMS MANAGEMENT ARCHITECTURE
LAB RELATI HUM RESOU
UVa IE
24
INTERNATIONAL RELATIONS
degree offers
common degrees
#8
IE has and entrepreneurial component international students in all degrees start ups Lab best University in Europe
65% 1800 100
nationalities
wn
uct
PSYCHOLOGY
BOR IONS + MAN URCES
The different academic offer that IE University and UVA have create a relevant impact on the academic activity and student life in the city of Segovia. Both universities have business administration as their most popular degree. Thus, there is a high interest in creativity and innovation among students willing to find new opportunities for their professional life.
20 min
%s
ADVERTISING + PUBLIC RELATIONS
network of campus
2500 students
highest number of students in Castilla y Leรณn 25
+FOCUS ON
BUSINESS
26
+INTRODUCTION Based on the previous analysis of the current situation of the old city has an important entrepreneurial spirit influenced by students in IE and Uva that could potentially create an important reactivation of the Casco Antiguo. With around 385 business students, can Segovia become an “entrepreneurial incubator”?
140 BBA students in UVa BUSINESS ADMINISTRATION
245 BBA students in IE
around
420 BBA students
in Segovia
Can Segovia become an “entrepreneurial incubator”? 27
WHY DO WE FOCUS ON BUSINESS?
STUDENTS THAT AIM TO START A NEW BUSINESS
55%
45
33%
27
Start a business THROUGHOUT THEIR BBA DEGREE
BBA
STUDENTS SURVEY
83
answers
Start a business AFTER THEIR BBA DEGREE
12%
DO NOT want to start a business
Continuing with the research on the business activity in the city, the point of view of the students from the BBA degrees was key in order to analyze if they consider Segovia as a possibility when starting and setting their businesses. The following survey was released for the IE BBA students obtaining a total of 83 answers. The first question was launched with the aim of rating the percentage of entrepreneurs that are willing to start their own business. The 55% of the students that answered aim to create their businesses during their degree, the 33% aim to start it after they finish their university studies and the remaining 12% do not want to create their own business. The sum up of the students that aim to be entrepreneurs results in a total of 72 students out of 83 (88%). 28
IF CONSIDERING SEGOVIA AS THE PLACE TO SET UP YOUR BUSINESS DISADVANTAGES
ADVANTAGES
-
+ Lack of opportunities
City environment
IE community
Cheap rent
75%
25%
17%
83%
54
18
12
60
“What would be the advantages and disadvantages of considering Segovia as a possibility to set up your business?”. This second question was focused on those students who answered “Yes” to create their own business. The advantages that Segovia provides as an ideal place to start a business are the cheap rent (83% of the answers) and the IE community environment (17% of the answers). Regarding the disadvantages, the 75% of the 72 entrepreneur students consider that there is a lack of opportunities in Segovia. I feel like there is not much space as facilities, networking and connections.
No, the town is too small. It can't attract talent.
I don’t know enough people that share the same interests
I would if we having the opportunity to be followed and supported by the university
29
EXISTING 2015 ENTREPRENEURIAL OFFER 200 4 01
2010
2
ES ER IOS L L IC TA OF DE
TELEFÓNICA OPEN FUTURE
9
2 2005
VIVEROS DE EMPRESA
16 20
S FE
005
20 16
2014
LÁ NZ AT 3
EO PL M E TO AU
CI EE S SEGOVIA EMPRENDE
SE GO VI A
EXITUS SEGOVIA
WHY DO WE FOCUS ON BUSINESS? STUDENTS PERCEPTION vs. REALITY
INSTITUTIONS
30
PUBLIC
PROGRAM
PRIVATE
SPACE
MIX
FUNDING
Following our survey we have realized that the students of IE University studying Business Administration are unaware of the existing entrepreneurial offer in the city of Segovia, thus resulting in a wrong perception conceived by the students of the actual situation regarding the business activity. Through the diagram shown in previously, we can observe the wide range of entrepreneurial offer that already exists in Segovia.
Viveros de Empresa Municipales
Talleres de oficios
Arias Dávila 3 Street, Old Casa de Socorro. (Next to Esteban Vicente) In the interior there are 7 offices between 11 and 22 m2, with a subsidized price which oscillates between 92 and 194 €/month. Who can apply? ·Existing businesses or new ones, with a maximum business age of 7 years. ·Their social capital cannot be more than a 25% by the own society (the owners). Services included: ·Cession of furniture ·Maintenance and cleaning of common areas ·Security system ·Advice on business management by the Council of Economic Development, Employment and Innovation Located in the old Fábrica de Borra (Alameda del Parral 1) with a surface of 204 m2, there are 6 spaces for workshops of 32m2 each with a monthly price which oscillates between 215 and 241€. Who can apply? ·Existing businesses or new ones, with a maximum business age of 10 years. ·Their social capital cannot be more than a 25% by the own society (the owners). ·Business activity: Creative manual technique (Crafts) Services included: ·Electricity, water and heating supply ·Maintenance of the common areas ·Cleaning of common area of access ·Security system ·Advice on business management by the Council of Economic Development, Employment and Innovation
31
“Segovia Emprende”
Self-employment and companies of recent creation. The objective of the program is to support and help these business in order to contribute to the development of the city. Since 2005, 120 projects have had the support and benefits of this program (total of 180.650€ destined to them). A total of 3.000€ will be destined to the companies that fulfill the requirements of the program, which will help the businesses to cover their initial costs. Requirements: The business or professional activity must be started in the city of Segovia between the 7th of November (2014) and the 23rd of September of 2015.
CIEES (Centro de Iniciativa de Empleo y Empresas de Segovia)
1.CIEES La Albuera (Calle Andrés Reguera Antón, 1) 2.CIEES San Lorenzo (Paseo Alameda del Parral)
Telefónica Open Future
It is a collaboration project between Telefónica Open Future and the City Hall with the aim of boost entrepreneurial projects through an specific methodology based on innovation. More specifically, the crowdworking space located in La Cárcel is one of its main pillars. This space combines an entrepreneurial environment, the main productive agents of the region and public institutions. It is a place to create and share ideas with other start ups, where activities related with the “net of entrepreneurship” developed by Telefónica will take place; putting at their disposal all the resources of the Open Future platform. Currently, there are more than 22 crowdworking spaces opened around the world (Europe, Asia and Latin America). Segovia is the pioneer in Castilla y León in this projects.
“Autoempleo” FES
The aim of the program is to promote economic activities of self-employment and entrepreneurs (start-ups) as an alternative way of access to the labour market.
“Lanzaderas de Empleo y Emprendimiento Solidario”
Cooperative program with the aim of couch and prepare unemployed citizens for their future job opportunities. 32
+ CONCLUSION Following the survey we have realized that the students of IE are unaware of the great offers and programs available such as Segovia Activa and Telefonica Openfuture. Taking this into consideration students can, therefore benefit a lot from existing opportunities. 33
+PROBLEM lack of AWARENESS and CONNECTIVITY
34
+INTRODUCTION The old city of Segovia has an active business activity as well as an important entrepreneurial offers that is not benefited by all entrepreneurs. This distance is explained by a lack of awarness and connectivity .
35
PROBLEMS DETECTED
highest number of students in network of Castilla y LeĂłn campus
PROBLEMS DETECTED
IE
UVa
lack of communication
workshops consultancy space investment partnership
start ups Lab
#8
best University in Europe
lack of connectivity
lack of awareness
INS TIT
UTI
ONS
â‚Ź Segovia as a city for business?
We can observe how the different pieces of the puzzle that refer to the universities (IE and UVa) and the institutions are separated. This separation between each one of them represents the next problems: Lack of communication, awareness and connectivity and the wrong perception of Segovia as a city that is not prepare for entrepreneurship.
36
OBJECTIVES
aware n
ication un
Segov ia
tivity ec
€
an as
€
option fo usiness rb
con n
l offer ria
UVa
INSTITUTIONS
IE
the exis s of ti es
entrepreneu ng
com m
OBJECTIVES
€
We consider these series of disconnections as a great opportunity for the reactivation of the old city. How? Through the creation of a new network that connects all the pieces of the puzzle, transforming students from being the main consumers to producers of economic activity.
37
+PROPOSAL creating a NETWORK
38
+INTRODUCTION We ought to create a series of connections between the students and the old city. In other words, series of connections between the academic institutions, the private and public institutions. Thus, these connections create a large network that brings everyone associated with the business world together in Segovia. 39
CURRENT SITUATION NO CONNECTION I
niversity EU
F�E�
S
lifestyle clothing and accessories bars and restaurants real estate financial services �banks� accountants� �� � public institutions � city Hall� Councils � private institutions � museums and cultural centers �
40
e San
Loren
zo
Oficio
Alb La ue
C ra
IEES
CARCEL
ltural Cu
n Jos� Sa
Tal
leres de
Sala d
Sala de
a UV
LA
Centro
41
RE-ACTIVATE THE OLD CITY CREATING A NETWORK I
niversity EU
F�E�
S
lifestyle clothing and accessories bars and restaurants real estate financial services �banks� accountants� �� � public institutions � city Hall� Councils � private institutions � museums and cultural centers �
42
e San
Loren
zo
Oficio
Alb La ue
C ra
IEES
CARCEL
ltural Cu
n Jos� Sa
Tal
leres de
Sala d
Sala de
a UV
LA
Centro
43
TREPRENEUR N S E
INVESTORS
TITUTIONS INS
Do you think there is a need to create a NETWORK that connects the entrepreneurial offer and the creative minds in Segovia?
44
yes
94.12%
no
5.88%
SE
GO
TITUTIONS INS
INVESTORS
TREPRENEUR N S E
+CONCLUSION We have defined thre main components of people that affects the network we aim to create. The students, more specifically, business students use their time generating new ideas that could have great potentials. With the help of the large anount of institutions , with these students could work together to get better outcomes. And finally with the envolvement of investors each starting idea could become a reality. Therefore, the network is created. 45
SE GO 46
47
S E
G O
S E
G O
ENTREPRENEUR
S E
INVITE TEAMMATES THAT ARE WORKING WITH YOU
G O
ENTREPRENEUR
S E
INVITE TEAMMATES THAT ARE WORKING WITH YOU
G O
ENTREPRENEUR
INVITE TEAMMATES THAT ARE WORKING WITH YOU
ARE YOU AN ENTREPRENEUR ?
ARE YOU AN INSTITUTION ?
ARE YOU AN INVESTOR ?
Orange
%82
%82
Orange
S E
G O
%82
Orange
S E
%82
Orange
G O
S E
G O
S E
S E
G O
ENTREPRENEUR
S E
INVITE TEAMMATES THAT ARE WORKING WITH YOU
S E
G O
Connecting Startups and Investors Anytime. Anywhere.
G O
ENTREPRENEUR
G O INVITE TEAMMATES THAT ARE WORKING WITH YOU
ARE YOU AN ENTREPRENEUR ?
SHARE YOUR PROJECTS WITH EVERYONE
FIND THE PERFECT INVESTOR & COLLABORATORS
Great. That’s it!
ARE YOU AN INSTITUTION ?
ARE YOU AN INVESTOR ?
OK, start it!
S E
G O
S E
G O
ENTREPRENEUR
S E
INVITE TEAMMATES THAT ARE WORKING WITH YOU
ARE YOU AN ENTREPRENEUR ?
ARE YOU AN INSTITUTION ?
ARE YOU AN INVESTOR ?
INTRO 48
SIGN UP
G O
ENTREPRENEUR
INVITE TEAMMATES THAT ARE WORKING WITH YOU
Luis G
Luis G
Luis G
Luis G
Luis G
Luis G
Luis G
Luis G
Luis G
Luis G
Luis G
Luis G
Luis G
Luis G
ENTREPRENEUR
Luis G
Luis G
Luis G
Luis G
INSTITUTIONS AND PROGRAMS
Luis G
Luis G
Luis G
Luis G
INVESTOR
INTERFACE 49
50
SEEGO is a networking app that creates business opportunities between entrepreneurs , investors and institutions. It will provide an easy-to-use interface that is tailored to each user and helps them connect easily, get in contact, meet up and grow potentially together.
51
As an entrepreneur, you can select the field your interested in or interests in general so that the first opportunities that they arethe first opportunities available to you. Adding a new start up in your profile is easy, all you need to do is add a picture, add the title as well as the field and what you are seeking. 52
53
As an institution, you would benefit from creating an awarness impact on the active users of SEEGO helping them know more about the program you offer. As for the instution, seeing the great opportunities and deals that are happening between investors and entrepreneurs help you decide and find the perfect entrepreneurs that will have a great influence on the developement of the programs you offer. 56
57
As an investor. YOU ARE HUNGRY FOR MONEY. By filtering through your interests of just browsing through all the startups you are able to get in contact directly with all the users involved in a startup to schedule a meeting and take part of the greatest change! 60
61
+CASE STUDY
TYBA using SEEGO
64
Here is how SEEGO would look like if the founder of Tyba, Jorge Schnura created a website when he started his business degree in IE university in Segovia and explored the future opportunities that he would get from introducing TYBA , his networking service that connect employers and employees , to potential investors. 65
65
66
66
67
+REPERCUSSION
Impact of SEEGO in the city
68
+
CONCLUSION
SEEGO is a direct network that will help student entrepreneurs to create better affiliation with interested investors but also with great workshops, programs or even spaces that could help them grow and get consultancy by people that are experienced. This network will create an increase of economic activity in the city of Segovia as well as an involvement of exterior investors.
.
69
WHAT WOULD BE THE IMPACT OF SEEGO IN THE CITY?
Raise of awareness
Exterior investment to the activity in Segovia
70
Reactivation of the old city through innovation
S E
E
Direct network students + students students + institutions
G O
Increase of economic activity
Take advantage of the existing entrepreneurial oer 71
+Julia CastaĂąo Isabel Espinar Nadine Kabbani +Alternative Practice: The City Romina Canna