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TARGET (WHO LIVES IN DERGANO)
immigrants childrenstudents/workers pets' ownersfamilies elderly
pets' owners
DATA FROM FIELD RESEARCH (ON DAILY WALKING)how
82%
walk
12%
skate bicycle
37%
public transportation
60%
when70%
afternoon
90%
morning
12%
night lunch time
50%
77%
shoppingbags
with
sportequipment
50%
school/workstuff
67%
dogs
42%
push chair
33%
where77%
parks
77%
shops
79%
office
22 %
church
12%
associations
40%
bar
48%
schoollibrary
42%
why70%
shopping
79%
work
40%
known culturehistory
12%
art study
60%
meet relatives
66%
meet friends
50%
sport
50%
Stairway Stories
Run HomeOnline guide to
US neighborhoodsWar Gastronomy:
Velopresso
Meet the people out from their houses
New Public Sites
Highlight the historical side
Using pictures
Let the people know about “La Scala” warehouse
use this space Highlight the historical sideTake care of the green areas:
cleanliness and children safety
Definitely add more “green” to the area with the neighbors
Merge the different culturesor do something to reach
people to live in community
with the neighbors
Let me paint the floor! Food exchange
case studies ABOUT WALKING
via BaldinucciStazione
via Durando
via Candiani
viale Jenner
via Bovisasca
via Imbriani
via Minzoni
via Guerzoni
dergano SPOT OF INTERESTS
WhaT if....
People in Dergano become the Walking Warriors?
monetary
material
information
FLOWS
ACTORS/STAKEHOLDERS
Gyms inDergano
WALKING WARRIORS
students elderly workers families
personaltrainers
adds team
Council of Zona 9
T-shirts providers
WALKING
WARRIOR
web team
app
ExternalProviders
EXPERIENCE: STORYBOARDWHAT IS GOINGTO HAPPEN...?
DO YOU KNOWWHO ARE THEWALKING WARRIOR?
NO, WHO ARE? THANK YOU
I WILL BOOKTHE 21st NOVEMBERTHE HARD LEVEL!
IT WAS SO COOL,I WILL BOOK AGAIN
HERE ISYOURTOOLKIT
DO YOU WANNABE A WALKINGWARRIOR?
SERVICE STRATEGY
SERVICE STRATEGY
Create benefits for people(healthy, social, identity..)
“Collateral” EffectBeing a warrior can change yourperception of Dergano
AppealingStrong Identity
explore the neighborhood
live the parks /streets
share activities
be proud of being part of the group
change habits(live bad weather conditions)
professional work out program
small fee
save time
Perceive the neighborhood life
Be a warrior
WhaT if....
People in Dergano become the Walking Warriors?
offer
TANGIBLE
WALKINGWARRIORS
toolkit
phoneapp
bracelet
T-shirt
raincoat
SPONTANEOUSIMPROVEMENTS
SOCIAL
websiteaccount
exercise programme
socializehealthierlifestyle
be part of a group
shareexperiences
create acommunity
inside the city
enjoy theneighborhood
explore and get to know
the area
take care ofthe cleanliness
of the streets
turn bad weather conditions
into opportunities
personal trainer advices
save money
save time WALKING
WARRIOR
WALKING WARRIOR
app
walking
warrior
toolkit
ww
SERVICE STRATEGY
50 euros - per person - per year!
Discounts for families (4 x 150 euros) free for “under 8”!!!
WALKING
WARRIORWALKING WARRIOR
app
walking
warrior
toolkit
walking
warrior
toolkit
ww
+ - toolkit
web development and manteinence
trainers
advertisment
programme
app
membership bracelet
T/shirt
Rain coat
INCOMES COSTS
How many users do we need?
1st year 500 members
2nd year 1000 members 3rd year 2000 members
The business could be REPLIED
Maybe NO PROFIT in thefirst two years..
FEASIBLE >2000 members per year
SERVICE STRATEGY
GREEN areaS IN THE NEIGHBORHOOD
via Imbonativia Baldinucci
Stazione
via Durando
via Candiani
viale Jenner
via Bovisasca
via Imbriani
via Minzoni via Tartini
via Guerzoni
GREEN AREAS
20 HOURS GYM
IS IT A SAFE AREA? pollution inTENSITY
via Imbonati
viale Jenner
via Minzoni via Tartini
via Guerzoni
viale Jenner
pollution in the area
IQA General marker
CO2Carbon Monoxide
NO2Nitrogen Dioxide
O3Ozone
Thin dusts
Medium danger
Normal
Excellent
lamiaaria.it
meeting points
via Imbonativia Baldinucci
Stazione
via Durando
via Candiani
viale Jenner
via Bovisasca
via Imbriani
via Minzoni via Tartini
via Guerzoni
MEETING POINTS
journey map
INFORMATIONSGETTING TO KNOW IT
instructors
user 1
user 2
SERVICE
check
POST SERVICE
guerilla
poster
space interventions
info point
online
social networks
info point
word of mouth
try
bookbuy
stop
timedaylevelplace
case accepted
phone operator
physical
do not attend
if there are not enough people,move the lesson to another day
attend
go to the meeting point
reward
advices from instructors
feedbacks
word of mouth
check-in
follow instructorand signals
stretching phase
physical
evaluation
previous cancellation (12 h)
cancellation punishment
book for another day
online
physical
create yourcharacter
online
app
like
dislike
treadmill vs running
TREADMILL WALKING OUTDOOR
Few machines (few places)
Expensive
Fake environment
You’re walking/running to nowhere
Just in the gym
“Hamster” effect
No limitation (many people)
Cheaper
Real environment
You’re walking/running to somewhere
Everywhere
Live and discover the neighborhood
PROFESSIONALASSISTED SERVICE
CLOSE TO YOUR HOUSE
MUCH CHEAPERTHAN THE GYM EXPLORE
DERGANO’SGEOGRAPHY
RUN IN A REALPLACE (NOTAPIS NOVLANTEFFECT)
EMOTIONALCONNECTION
OWNERSHIPWITH THE PLACE(PROUD OF IT)
SENSE OFCOMMUNITY
STONG IDENTITYOF AREA & INHABITANTS
SHAREEXPERIENCE
MEET YOURNEIGHBORS
FEEL SAFEWHILE DOINGA GROUPACTIVITY
URBAN IMPROVEMENT
HEALTHYLIFESTYLE
EDUCATION(DON’T GIVE UP)
CHANGEBEHAVIORS
ENCOURAGEDBY THE PARTNER
NOT WALKINGALONE ANY MORE
MORE URBANIDENTITY
IMPROVE YOURLEVEL(FROMEASY TO HARD)
SOCIO-CUOTURE
treadmill vs running
VIDEOGAME APPROACH
Change personal trainer Roadsigns on paths Unlock new paths!
Compete with your friendsNew group, new friends Self-motivation
UNLOCKED PATH!
NEXT PATH TO UNLOCK!
NEW TRAINER
!!!
MEETING POINT
BYE BYE
WELCOME!
Discover special event
Explore the area
...!!!
*%$#!
you’re the best!
physICal approach
VIDEOGAME APPROACH
Change personal trainer Roadsigns on paths Unlock new paths!
Compete with your friendsNew group, new friends Self-motivation
UNLOCKED PATH!
NEXT PATH TO UNLOCK!
NEW TRAINER
!!!
MEETING POINT
BYE BYE
WELCOME!
Discover special event
Explore the area
...!!!
*%$#!
you’re the best!
physICal approach
ONLINE approach
Create your avatar Check your improvement Receive personal advices
Compete online (score)Campaigns Build a network Play everywhere/everywhen
LEVEL UP
RESISTANCE
SPEED
UNLOCKED PATHS
HEALTHY LIFESTYLE
FOOD
TRANSPORTATION
HOME EXERCISE
Explore...
Take pictures
Run with your friends
high score!
*%$#!
VIDEOGAME APPROACH
LEVELS FOR THE PROGRAMME
EASY MEDIUM HARD
how to make people come back?
SEASONAL PATHS NEW WALKING PATHS CHECK YOUR PROFILE
EMOTIONAL LINK WITH THE GROUPVIDEOGAME APPROACH
+
DISCOVER THE NEIGHBORHOOD
TEAM MEMBERS
WALKING WARRIORS
WALKING WARRIORS
APP
WEBSITE
SIGN UP LOG IN
f in vFOLLOW AND LIKE
f in vFOLLOW US
E-MAIL [email protected]
TEL +39 3895063559
GOMAIL.COM GOMAIL.COM
BECOMING
WALKING WARRIOR
LET’S START
how to play
DOWNLOAD
app
eventsabout shop
f in vFOLLOW AND LIKE
f in vFOLLOW US
E-MAIL [email protected]
TEL +39 3895063559
GOMAIL.COM GOMAIL.COM
eventsabout shop
eventsabout shopabout shop
f in vFOLLOW AND LIKE
f in vFOLLOW US
E-MAIL [email protected]
TEL +39 3895063559
GOMAIL.COM GOMAIL.COMf in v
FOLLOW AND LIKE
f in vFOLLOW US
E-MAIL [email protected]
TEL +39 3895063559
GOMAIL.COM GOMAIL.COM
NEXT >>
create your avatarstep 1 : choose a mask
play! players feedbacks
f in vFOLLOW AND LIKE
f in vFOLLOW US
E-MAIL [email protected]
TEL +39 3895063559
[email protected] [email protected]
MATTIA 45 €
Mattia Villa
Ciao! Mi chiamo Mattia Villa, vivo vicino a Maciachini con la mia coinquilina e amica Anna.
Mi piace correre
7:00-9:00
AMICI ETÀ
PERCORSI
L.H-P.3
LIVELLO
25 18
HARD
140 punti16J AN
15J AN
17J
FELICE DI RIVEDERTI, SEI COSTANTE!AN
14J AN
13J AN
00:09:26 min/km
SILVER WARRIOR
41.9 km
MANCANO 7 PERCORSI AL PROSSIMO LIVELLO!
LUCA ti sfida nella corsa, Sabato alle 10:00!
eventsabout shop
avatar
play! players feedbacks
f in vFOLLOW AND LIKE
f in vFOLLOW US
E-MAIL [email protected]
TEL +39 3895063559
[email protected] [email protected]
MATTIA 45 €
eventsabout shop
avatar
BLAIR BASS
alessandoro maggi
nicole kindman
federica
messi pitte
meimei han
OFFERING MAP
OFFERING MAP
ADV
urban identity
Teaser at zebra lines Guerrilla adv Paths between meeting points
Advertisement at bus stopsInfo/Booking point Space intervention
? A
B
C
VALUE PROPOSITION
.01Customization.02Performance
.05Accessibility
.06Gaming.07Healthier life style
.03Statusbe part of a group
.04Cost reductionlow cost, professional service
CHANNELS
.01Selling points
.03App
.02Online(web)
CUSTOMER RELATIONSHIP CUSTOMER SEGMENTS
.01Personal dedication
.01Dergano inhabitants and surroundingsyoung adults elderly
.02Assistance
+Communities(physical & online)
KEY RESOURCES
.01Human/IntelectualPT = knowledge + expertise
PlatformSocial networks.02SpaceFacilities(paths, signs)
Infopoint
KEY ACTIVITIES
.01App(track/check your avatar)
.03Walking/Running(different levels & paths)
.02Advertisement
.04Supervision
KEY PARTNERS
.01Council of Zone 9(€/areas/sponsorship)
.02F.I.D.A.L.(personal trainers)
.03Providers(extra material)
REVENEU STREAMS
.01How customers pay?info point desk: money orcredit cardonline: credt card or paypal
.02What customers pay?period of membershipmerchandising
COST STRUCTURE
.01StartingApp developmentAdvertisementWebsiteInfopoint
.02FixSalariesWebpage manteinanceInfopoint costs
.03VariableMerchandisingSpecial eventsAdvertisement relaunch
MERCHANDISING
MERCHANDISING
