Marjorie Bakker 4117069 | Hester Berndsen 4018656 | Gijs den Butter 4025709 | OĚˆzuĚˆmcan Demir 4270363
CONTENTS The Concept 3 Context 6 The Provider 8 The User 9 The Journey 10 Media Used 16 Opportunities 19 Finance 20
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THE CONCEPT 2012 and before
Queen’s day in Amsterdam is a very busy event. Having that many people in a relatively small area of the city centre of Amsterdam brings along some problems. To tackle one of these problems we developed ‘Schoon op de Troon’. ‘Schoon op de Troon’ connects people in search of a clean toilet in Amsterdam on Queen’s day with children that want to participate in the Queen’s day flea market in this busy city. Children offer their toilet to Queen’s day visitors via the ‘Schoon op de Troon’ platform. The platform gives the children the opportunity to create a customized profile for their toilet and helps them to promote it with a self-decorated poster and other gadgets. Children can have their own little Queen’s day business. The participating toilets will be mapped in a mobile application so the customers can easily find the closest, fanciest and cleanest toilet!
From 2013
Schoon op de Troon
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“Making going to the toilet on Queens Day a more pleasureable experience by making going to the toilet easier and more fun.�
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CONTEXT
Queen’s day in Amsterdam is really busy, around 700.000 people visit Amsterdam on Queen’s day every year. This results in really dirty public toilets. According to the report of the municipality of Amsterdam, the mess and the people peeing on street are one of the biggest annoyances of the inhabitants of Amsterdam. On the other hand, the people who join the activities on Queen’s day complain about the lack of public toilets and their condition in terms of hygiene. Finding a close and clean toilet is a problem in Amsterdam on Queen’s Day.
Our concept gives city residents the opportunity to offer their toilets to the Queen’s day visitors in exchange for a small fee. This concept fits within the Queen’s day tradition of making money from small services, market stalls or lemonade stands. In this concept inhabitants can do some business from their own home during Queen’s day without the trouble of finding a spot on the market or sitting in the
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rain. The visitors profit from the concept as they will have a near, clean toilet to their disposal. From the official research report on Queen’s day by the municipality of Amsterdam we found that 76% of the inhabitants of Amsterdam enjoy Queen’s day by just strolling around and of these people 52% stay in their own neighbourhood. For these people ‘Schoon op de troon is a perfect opportunity to get to know their neighbours better and have a little chat.
‘Schoon op de Troon’ will be the most suitable for the neighbourhoods near the city centre. The Marnixstraat, Nassaukade, part of da Costa en Helmser area are traditionally neighbourhoods with many children, as also areas near the Vondelpark and Willemspark. The busy neighbourhood of the Jordaan is also much visited on Queen’s day and is known for it’s pleasant, but busy flea markets.
According to a report by the COT, the Instituut voor Veiligheids- en Crisismanagement, 32% of people from outside Amsterdam visit ‘Centrum’, 27% the Jordaan and 19% go to the Vondelpark area. To spread Amsterdam’s Queen’s day visitors more evenly the COT advises the municipality to organize more, smaller activities throughout the centre of Amsterdam and to expand the fleamarket areas. ‘Schoon op de Troon’ fits this initiative very well, as the concept supports small businesses for children throughout the city. The municipality of Amsterdam will continue to organize large events like the 538 festival in the out-skirts of the city. This will encourage young, partying people visiting Amsterdam to stay away from the city centre and in this way make the city centre very family-friendly. Queensday is celebrated throughout The Netherlands, mostly in the small and crowded city centres, where the shortage of clean and close toilet opportunities for celebrators is wide spread. Therefore the concept can easily be exported to other towns and cities throughout The Netherlands.
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THE PROVIDER
As a target group we specifically aim at families with children aged 6 to 12 years old. ‘Schoon op de Troon’ offers parents a safe, fun and convenient way to let their children participate in the traditions of Queen’s day. Children can have a small business, from home, without the hassle of finding a spot somewhere in the city where they can sit on a rug all day with junk that will probably not sell very well and, which you then have to take back home again. ‘Schoon op de Troon’ is more than just a Queen’s day activity, it’s a family activity. First starting by registering and creating a customized profile for your toilet together with your child via the website. Here you also order the poster of your choice, which can be decorated in an arts and crafts session on a rainy Saturday afternoon. On the day itself the children can perform a pre-studied play, organize a game or play their instrument to promote their business and attract even more customers. Besides via your personal promotion, potential customers can also find your toilet via a mobile application, which also gives them the opportunity to vote for the cleanest, fanciest toilet. The toilet with the highest rating even wins a prize! By participating in ‘Schoon op de Troon’ children can earn some pocket money on Queen’s day, but they also learn it doesn’t come for free. The children greet visitors, a great way for them to meet some new people at this age, after the customer has left, kids clean their toilet using the free samples they received with the poster. The website provides a lot of video’s and games where children can learn about cleaning and handling money in a really fun, but educational way.
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THE USER
With ‘Schoon op de Troon’ we create a clean, fun and convenient toilet experience for visitors, especially women and families with young children, of Queen’s day in Amsterdam. At the moment the only toilet opportunities in the city are the Dixies provided by the municipality of Amsterdam and the usually dirty toilets in cafés, with endless queues. Where men aren’t really affected by these circumstances, women and, children even more, should be able to have a more pleasant, agreeable place to go to the loo. At the toilets connected to ‘Schoon op de Troon’ you will find a clean toilet that feels just like home. Apart from this clean toilet experience you will also support the entrepreneural drive of small children if you participate in ‘Schoon op de Troon’ making it a great Queen’s day initiative.
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THE JOURNEY
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MEDIA USED
To guide people through the concept different media were used. The first time the user or provider of the toilet meets the concept is when he/she sees it on television or reads something about it in the newspaper. Especially mothers will get interested, they think of this as a nice opportunity to let her children participate on Queen’s day and to teach them how to be responsible and manage money in a really fun way. She can look more information on the desktop or ipad friendly website. Here she subscribes together with her child. They receive the poster, footsteps and presents, from for example Dettol and WC-eend, with a guiding letter. On Queen’s day they will meet the user, who comes to use their toilet and has also heard of ‘Schoon op de Troon’,
via the television, social media or the news. When arriving at Amsterdam Central station or walking through the city centre they receive a flyer and are remembered about the opportunity. There is a QR-code on the flyer which will send them directly to the play store or app store where they can download the application. When they have to go to the toilet they will open the application on which they can find the nearest or fanciest toilet. When they approach the toilet they will see the footsteps on the floor and the poster on the window guiding them to the correct house. Here they meet the provider. After using the toilet the user can vote for the toilet via the application. The provider can track this via his or her account.
PROVIDER CHECKES VOTES
USER
PROVIDER
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USER VOTES VIA PHONE
For the different media a coherent visual style is used. Of course the Queen’s day color orange is used everywhere. To give a feeling of freshness blue beams are used behind a banner with a bubble shape which gives a shining effect. The toilet theme returns in different elements, for example logo and the toilet paper roll at the bottom of the website. To promote the concept a press report will be sent out. This can be picked up by different media, for example the current-affairs programme “De Wereld Draait Door”. These programmes pay a lot of attention to young organizations with innovative and socially relevant ideas. Via these programmes people’s attention will definitely be drawn. To support this attention ‘Schoon op de Troon’ will also be promoted via newspaper adverts and via social media channels. The tablet-friendly website and the flyer are used to augment people’s interest and answer direct questions. The website is especially designed for the provider but will also contain information for the user. On the homepage there are two buttons which give you the choice between user or provider by the names “Ik ben kasteelheer of –vrouw (I am lord or lady of a castle) and “Ik zoek een troon” (I am looking for a throne (toilet)). This will appeal to the imagination of children. The website is kept really simple so children can easily use it. The menu has a small amount of items and the options necessary to make a profile are limited to essentials like a name, address and the opening times of the toilet. Besides creating a profile, children can also play games on the website and watch movies on how to clean a toilet and how to manage money. Here the kids can also find tips on how to promote their toilets. On the flyer the concept is briefly explained. The flyer is used as a reminder because it is assumed that the user has heard about the system via different the media mentioned earlier. A QR-code is used on the flyer. It will send people directly to the information and download page of ‘Schoon op de Troon’ in the app-store or play-store, depending on the device used to scan the code. When the provider has signed up their toilet and made a profile they can choose from several posters.
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This poster will be sent home together with the footsteps, which can be placed in front the door, and potentially samples from sponsors which can be used by the provider to clean the toilet or be placed in the bathroom for visitors to use. The provider does not know beforehand that he or she will receive these samples. In this way they will work as a kind of present and will arouse a positive emotion in the user. To create coherence in style, the beams used in the website return on the poster and the footsteps, this time in orange or blue. On the poster the provider has the opportunity to fill in the opening times of his or her toilet. There are some readymade low-effort posters available for the provider, however, one of the posters is totally customizable. It has a big blank area where a child can make their own drawing or craft. A letter accompanying the package explains what the footsteps and the poster are for. Also it will ask the provider to put the poster up as soon as possible, so more people will sign up their toilet, and it will thank the provider for providing their toilet and tell them about the competition again. The application is especially designed for the user, it has no use for the provider. The app can be downloaded from the Android play-store and the apple app-store. The user has to sign up before he or she can enter the application. They can sign up with their name and email-adress and make a picture of themselves or they can sign up with an existing facebook or google+ account. When they ask the app to guide them to a toilet their (profile) picture will appear at the provider’s profile. This will provide a feeling of security and traceability at the providers’ side. Also like this other users can see how many visitors a toilet has had already. After logging in the user will see a map with his/her location, and the toilets in which are in their direct surroundings. The icon of the nearest toilet will be bigger and has a darker shade of orange. When zooming in the profile name of the toilet appears. When clicking on it the entire profile of the provider appears. Here a picture of the toilet, the rating, address and opening hours can be seen. Also, like mentioned before, there are (profile) pictures from the other visitors. On this page you can ask for the route, vote for the toilet and read or leave reactions. When you ask for the route you will return to the map again and the app will guide you to the right Throne.
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Schoon op de Troon
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Mar 16, 2013
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Familie de Jong
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Lisa’s Troon!
Familie de Jong
Reacties
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Route
600 m 2,5 min
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In return for the sponsoring we can offer you the following; your logo will be printed on 15.000 posters which will be distributed under many different households in the city centre of Amsterdam. The posters will be sent to the providers beforehand in a package and will be hung on the front of the houses by the providers. Besides the poster, your logo can be printed on 150.000 flyers distributed under visitors of Amsterdam, mainly women between the age of 25 and 50, on Queen’s day around the central station area and the flea markets in and around the Jordaan and the Vondelpark. Your logo can also be shown in a banner at the bottom of the application and the website on every screen. There is also the option of distributing a sample of one of
OPPORTUNITIES
your products with the package. This will be a surprise for the provider, and will evoke a positive emotion. Toiletcleaners will be much used by the providers on this day, whereas soaps will be much seen and used by the users of ‘Schoon op de Troon’. Both the user and provider will be in touch with the products and get the opportunity to try them.. Theme park “De Efteling” will be mentioned as the first prize for the family whose toilet has the highest rating. A high rating can be achieved by a large amount of customers, each scoring your toilet high on promotion, fanciness and cleanness The options above are part of standard sponsor packages offered, for other ideas or requests, please contact the organisation of ‘Schoon op de Troon’.
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FINANCE The images below show the distribution of income from your sponsorship. The costs to develop the ‘Schoon op de Troon’ concept are quite limited. The highest expense will be for the design of the concept, roughly 80% of the total costs. Other expenses are for the development and support of the platform. We hope to cover the cost of the concept completely from your funds.
Tickets to theme park “De Efteling” €210 Google API €350
Facebook & flyer campaign €2.000
Printing and mailing posters and footsteps €1.000
Developing the application €1.500 Developing the website €1.500
Salary €32.000
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