Boot B Unlimited Creativity Crowdsourcing Experience 2010 01 20

Crowdsourcing ExperienceCrowdsourcing ExperienceCrowdsourcing ExperienceCrowdsourcing Experience

IULM IULM IULM IULM –––– Master in Tourism Management Master in Tourism Management Master in Tourism Management Master in Tourism Management

Milan Milan Milan Milan –––– 20 I 201020 I 201020 I 201020 I 2010

OUR website

OUR marketplace

OUR mission

CreateCreateCreateCreate Search

If something exists we SEARCH. If not, need to CREATEIf something exists we SEARCH. If not, need to CREATEIf something exists we SEARCH. If not, need to CREATEIf something exists we SEARCH. If not, need to CREATE

By using By using By using By using crowdsourcingcrowdsourcingcrowdsourcingcrowdsourcing instead of traditional outsourcing instead of traditional outsourcing instead of traditional outsourcing instead of traditional outsourcing

in a borderless in a borderless in a borderless in a borderless &&&& meritocratic way.meritocratic way.meritocratic way.meritocratic way.

HOW ?HOW ?HOW ?HOW ?

Be THE Creative EngineBe THE Creative EngineBe THE Creative EngineBe THE Creative Engine

Problem

BrandBrandBrandBrand

1 Agency1 Agency1 Agency1 Agency

ContractContractContractContractBrandBrandBrandBrand

“Limited Creativity” :(“Limited Creativity” :(“Limited Creativity” :(“Limited Creativity” :(

2222ndndndndagencyagencyagencyagency

3333rdrdrdrdagencyagencyagencyagency

4444ththththagencyagencyagencyagency

PitchPitchPitchPitch

5555ththththagencyagencyagencyagency

Solution

Solution

BRANDSBRANDSBRANDSBRANDS(buyers of creativity)(buyers of creativity)(buyers of creativity)(buyers of creativity)

1111

Solution


Write their creative Briefs on BootB.com Write their creative Briefs on BootB.com Write their creative Briefs on BootB.com Write their creative Briefs on BootB.com that can be read from each corner of the that can be read from each corner of the that can be read from each corner of the that can be read from each corner of the planet (14 languages :)planet (14 languages :)planet (14 languages :)planet (14 languages :)

1111

Solution

CREATORSCREATORSCREATORSCREATORS(Sellers of creativity)(Sellers of creativity)(Sellers of creativity)(Sellers of creativity)

2222



1111

(Sellers of creativity)(Sellers of creativity)(Sellers of creativity)(Sellers of creativity)

Solution


2222



1111

(Sellers of creativity)(Sellers of creativity)(Sellers of creativity)(Sellers of creativity)Read the Briefs Read the Briefs Read the Briefs Read the Briefs &&&& post their creative post their creative post their creative post their creative proposalsproposalsproposalsproposals

Solution


2222

BRANDSBRANDSBRANDSBRANDS

Choose and buys the Choose and buys the Choose and buys the Choose and buys the BestBestBestBest creativitycreativitycreativitycreativity

3333



1111


Solution


2222

CREATORSCREATORSCREATORSCREATORSThe Best receives the The Best receives the The Best receives the The Best receives the BudgetBudgetBudgetBudgetappropriated by the Brandappropriated by the Brandappropriated by the Brandappropriated by the Brand

4444BRANDSBRANDSBRANDSBRANDS

Choose and buys the Choose and buys the Choose and buys the Choose and buys the BestBestBestBest creativitycreativitycreativitycreativity

3333

“Unlimited Creativity” ;)“Unlimited Creativity” ;)“Unlimited Creativity” ;)“Unlimited Creativity” ;)


Write their creative Write their creative Write their creative Write their creative BriefsBriefsBriefsBriefs on BootB.com on BootB.com on BootB.com on BootB.com that can be read from each corner of the that can be read from each corner of the that can be read from each corner of the that can be read from each corner of the planet (14 languages :)planet (14 languages :)planet (14 languages :)planet (14 languages :)

1111


Recruit creative department

( From ( From ( From ( From 143143143143 countries countries countries countries :):):):)))))>>>> 18,000 18,000 18,000 18,000 ---->>>> 4444 SEGMENTSSEGMENTSSEGMENTSSEGMENTS

29%29%29%29%FreelancersFreelancersFreelancersFreelancers( living on their creative activity )( living on their creative activity )( living on their creative activity )( living on their creative activity )

> 40% top professionals

HOW? BootB targeted Professionals first.HOW? BootB targeted Professionals first.HOW? BootB targeted Professionals first.HOW? BootB targeted Professionals first.

ProfessionalsProfessionalsProfessionalsProfessionals

To reach all creatives around the Planet via gravity:To reach all creatives around the Planet via gravity:To reach all creatives around the Planet via gravity:To reach all creatives around the Planet via gravity:

ProfessionalsProfessionalsProfessionalsProfessionals

F r e e l a n c e r sF r e e l a n c e r sF r e e l a n c e r sF r e e l a n c e r s

C r e a t i v e T a l e n t sC r e a t i v e T a l e n t sC r e a t i v e T a l e n t sC r e a t i v e T a l e n t s

> 40% top professionals

Front:Front:Front:Front:

HOW? BootB targeted Professionals first.HOW? BootB targeted Professionals first.HOW? BootB targeted Professionals first.HOW? BootB targeted Professionals first.

1.1.1.1. Crawl Crawl Crawl Crawl or Fly?or Fly?or Fly?or Fly?

2. I create for 2. I create for 2. I create for 2. I create for no(l) oneno(l) oneno(l) oneno(l) one

3. Traditional3. Traditional3. Traditional3. TraditionalAgenciesAgenciesAgenciesAgencies

1.1.1.1.New YorkNew YorkNew YorkNew York2.2.2.2.Los AngelesLos AngelesLos AngelesLos Angeles3.3.3.3.Mexico CityMexico CityMexico CityMexico City4.4.4.4.San PauloSan PauloSan PauloSan Paulo

5.5.5.5.Buenos AiresBuenos AiresBuenos AiresBuenos Aires6.6.6.6.LondonLondonLondonLondon7.7.7.7.MadridMadridMadridMadrid8.8.8.8.BerlinBerlinBerlinBerlin

50 000 t50 000 t50 000 t50 000 t----shirts distributed in front of the 324 top agencies in the world, in 18 cities:shirts distributed in front of the 324 top agencies in the world, in 18 cities:shirts distributed in front of the 324 top agencies in the world, in 18 cities:shirts distributed in front of the 324 top agencies in the world, in 18 cities:

Back:Back:Back:Back:

8.8.8.8.BerlinBerlinBerlinBerlin9.9.9.9.ParisParisParisParis

10.10.10.10.Milan Milan Milan Milan 11.11.11.11.CairoCairoCairoCairo

12.12.12.12.MoscowMoscowMoscowMoscow13.13.13.13.Kuala LumpurKuala LumpurKuala LumpurKuala Lumpur

14.14.14.14.JakartaJakartaJakartaJakarta15.15.15.15.MumbaiMumbaiMumbaiMumbai

16.16.16.16.ShanghaiShanghaiShanghaiShanghai17.17.17.17.TokyoTokyoTokyoTokyo18.18.18.18.SidneySidneySidneySidney

14 14 14 14 Languages Languages Languages Languages covering the vast majority of the Planetcovering the vast majority of the Planetcovering the vast majority of the Planetcovering the vast majority of the Planet

Platform with unlimited geographical coverage

WESTERNWESTERNWESTERNWESTERN• EnglishEnglishEnglishEnglish

EASTERNEASTERNEASTERNEASTERN8. Russian8. Russian8. Russian8. Russian

Really an Really an Really an Really an unlimitedunlimitedunlimitedunlimited territory where BootB can create!territory where BootB can create!territory where BootB can create!territory where BootB can create!

• EnglishEnglishEnglishEnglish• SpanishSpanishSpanishSpanish• PortuguesePortuguesePortuguesePortuguese• FrenchFrenchFrenchFrench• GermanGermanGermanGerman• ItalianItalianItalianItalian• DutchDutchDutchDutch

8. Russian8. Russian8. Russian8. Russian9. Arabic9. Arabic9. Arabic9. Arabic10. Hebrew10. Hebrew10. Hebrew10. Hebrew11. Chinese11. Chinese11. Chinese11. Chinese12. Hindi12. Hindi12. Hindi12. Hindi13. Indonesian13. Indonesian13. Indonesian13. Indonesian14, Japanese14, Japanese14, Japanese14, Japanese

A truly worldwide online marketplace

CREATOR FromCREATOR FromCREATOR FromCREATOR FromFromFromFromFromFranceFranceFranceFrance RussiaRussiaRussiaRussiaAuchanAuchanAuchanAuchan

ItalyItalyItalyItaly UkraineUkraineUkraineUkraineAlpenliebeAlpenliebeAlpenliebeAlpenliebe

ItalyItalyItalyItaly ItalyItalyItalyItalyGraziaGraziaGraziaGrazia

KuwaitKuwaitKuwaitKuwait AustraliaAustraliaAustraliaAustraliaEloquenceEloquenceEloquenceEloquence

BRANDBRANDBRANDBRAND

DenmarkDenmarkDenmarkDenmark BelgiumBelgiumBelgiumBelgiumLegoLegoLegoLego

SwitzerlandSwitzerlandSwitzerlandSwitzerland BrazilBrazilBrazilBrazilUnicefUnicefUnicefUnicef

ForForForForItalyItalyItalyItaly

IndiaIndiaIndiaIndia

ChinaChinaChinaChina

DubaiDubaiDubaiDubai

WorldwideWorldwideWorldwideWorldwide


USAUSAUSAUSA ItalyItalyItalyItalyDisneyDisneyDisneyDisney FranceFranceFranceFrance

ItalyItalyItalyItaly AustraliaAustraliaAustraliaAustraliaDisaronnoDisaronnoDisaronnoDisaronno

UKUKUKUK ItalyItalyItalyItalyClearasilClearasilClearasilClearasil

RussiaRussiaRussiaRussia USAUSAUSAUSAAbrauAbrauAbrauAbrau----DursoDursoDursoDurso

The NetherlandsThe NetherlandsThe NetherlandsThe Netherlands




ItalyItalyItalyItaly UKUKUKUKBuongiornoBuongiornoBuongiornoBuongiorno IndiaIndiaIndiaIndia

USAUSAUSAUSA JapanJapanJapanJapanPlaytexPlaytexPlaytexPlaytex FranceFranceFranceFrance

TurkeyTurkeyTurkeyTurkey ChinaChinaChinaChinaKoch GroupKoch GroupKoch GroupKoch Group RussiaRussiaRussiaRussia

ItalyItalyItalyItaly GreeceGreeceGreeceGreeceMemopalMemopalMemopalMemopal WorldwideWorldwideWorldwideWorldwide

UKUKUKUK SpainSpainSpainSpainEMI MusicEMI MusicEMI MusicEMI Music WorldwideWorldwideWorldwideWorldwide

SwitzerlandSwitzerlandSwitzerlandSwitzerland IndonesiaIndonesiaIndonesiaIndonesiaCreomCreomCreomCreom RussiaRussiaRussiaRussia

ItalyItalyItalyItaly RussiaRussiaRussiaRussiaBulgariBulgariBulgariBulgari WorldwideWorldwideWorldwideWorldwide

FranceFranceFranceFrance EgyptEgyptEgyptEgyptCDPCDPCDPCDP CISCISCISCIS

A truly worldwide online marketplace

CREATOR FromCREATOR FromCREATOR FromCREATOR FromFromFromFromFromFranceFranceFranceFrance RussiaRussiaRussiaRussiaAuchanAuchanAuchanAuchan

ItalyItalyItalyItaly UkraineUkraineUkraineUkraineAlpenliebeAlpenliebeAlpenliebeAlpenliebe

ItalyItalyItalyItaly ItalyItalyItalyItalyGraziaGraziaGraziaGrazia

KuwaitKuwaitKuwaitKuwait AustraliaAustraliaAustraliaAustraliaEloquenceEloquenceEloquenceEloquence

BRANDBRANDBRANDBRAND

DenmarkDenmarkDenmarkDenmark BelgiumBelgiumBelgiumBelgiumLegoLegoLegoLego

SwitzerlandSwitzerlandSwitzerlandSwitzerland BrazilBrazilBrazilBrazilUnicefUnicefUnicefUnicef

ForForForForItalyItalyItalyItaly

IndiaIndiaIndiaIndia

ChinaChinaChinaChina

DubaiDubaiDubaiDubai




ItalyItalyItalyItaly AustraliaAustraliaAustraliaAustraliaDisaronnoDisaronnoDisaronnoDisaronno

UKUKUKUK ItalyItalyItalyItalyClearasilClearasilClearasilClearasil

RussiaRussiaRussiaRussia USAUSAUSAUSAAbrauAbrauAbrauAbrau----DursoDursoDursoDurso

The NetherlandsThe NetherlandsThe NetherlandsThe Netherlands




ItalyItalyItalyItaly UKUKUKUKBuongiornoBuongiornoBuongiornoBuongiorno IndiaIndiaIndiaIndia

USAUSAUSAUSA JapanJapanJapanJapanPlaytexPlaytexPlaytexPlaytex FranceFranceFranceFrance

TurkeyTurkeyTurkeyTurkey ChinaChinaChinaChinaKoch GroupKoch GroupKoch GroupKoch Group RussiaRussiaRussiaRussia

ItalyItalyItalyItaly GreeceGreeceGreeceGreeceMemopalMemopalMemopalMemopal WorldwideWorldwideWorldwideWorldwide

UKUKUKUK SpainSpainSpainSpainEMI MusicEMI MusicEMI MusicEMI Music WorldwideWorldwideWorldwideWorldwide

SwitzerlandSwitzerlandSwitzerlandSwitzerland IndonesiaIndonesiaIndonesiaIndonesiaCreomCreomCreomCreom RussiaRussiaRussiaRussia

ItalyItalyItalyItaly RussiaRussiaRussiaRussiaBulgariBulgariBulgariBulgari WorldwideWorldwideWorldwideWorldwide

FranceFranceFranceFrance EgyptEgyptEgyptEgyptCDPCDPCDPCDP CISCISCISCIS

ATL (mass)ATL (mass)ATL (mass)ATL (mass)ADVERTISINGADVERTISINGADVERTISINGADVERTISING

• LogoLogoLogoLogo• PackagingPackagingPackagingPackaging• GraphicGraphicGraphicGraphic

• Direct MarketingDirect MarketingDirect MarketingDirect Marketing• Sales PromotionsSales PromotionsSales PromotionsSales Promotions

DESIGNDESIGNDESIGNDESIGN

• TVTVTVTV• WebWebWebWeb• PrintPrintPrintPrint

BTL BTL BTL BTL (targeted)(targeted)(targeted)(targeted)ADVERTISINGADVERTISINGADVERTISINGADVERTISING

• ConceptsConceptsConceptsConcepts• NamingNamingNamingNaming• EntertainmentEntertainmentEntertainmentEntertainment

SPECIFICSPECIFICSPECIFICSPECIFICCREATIONCREATIONCREATIONCREATION

4 main 4 main 4 main 4 main categories categories categories categories ::::

Why to use BootB: creative services

• GraphicGraphicGraphicGraphic• POSMPOSMPOSMPOSM• WebWebWebWeb• IndustrialIndustrialIndustrialIndustrial• InteriorInteriorInteriorInterior• FashionFashionFashionFashion

• Sales PromotionsSales PromotionsSales PromotionsSales Promotions• PRPRPRPR• EventsEventsEventsEvents

• PrintPrintPrintPrint• OutdoorOutdoorOutdoorOutdoor• RadioRadioRadioRadio• CinemaCinemaCinemaCinema

• EntertainmentEntertainmentEntertainmentEntertainment• MultimediaMultimediaMultimediaMultimedia• Viral AdViral AdViral AdViral Ad• VideoVideoVideoVideo• PhotoPhotoPhotoPhoto• IllustrationIllustrationIllustrationIllustration

For any marketing challenge where For any marketing challenge where For any marketing challenge where For any marketing challenge where creativitycreativitycreativitycreativity is the key success factoris the key success factoris the key success factoris the key success factor

BETA Testing - key figures

Creators Creators Creators Creators >>>> 18,00018,00018,00018,000

From countries: From countries: From countries: From countries: 143143143143

Growing Trend :Growing Trend :Growing Trend :Growing Trend :

2000

4000

6000

8000

10000

12000

14000

16000

18000

Pitches:Pitches:Pitches:Pitches:85858585

Total Pitched budget:Total Pitched budget:Total Pitched budget:Total Pitched budget:$588,000$588,000$588,000$588,000

Average number of Average number of Average number of Average number of Solutions posted:Solutions posted:Solutions posted:Solutions posted:185185185185

Average Pitch investment:Average Pitch investment:Average Pitch investment:Average Pitch investment:$7,400$7,400$7,400$7,400

Average number of Solutions kept ( in brief :)Average number of Solutions kept ( in brief :)Average number of Solutions kept ( in brief :)Average number of Solutions kept ( in brief :)27%27%27%27%

0

Dec

-07

Jan-

08

Feb

-08

Mar

-08

Apr

-08

May

-08

Jun-

08

Jul-0

8

Aug

-08

Sep

-08

Oct

-08

Nov

-08

Dec

-08

Jan-

09

Feb

-09

Mar

-09

Apr

-09

May

-09

Jun-

09

Jul-0

9

Aug

-09

Sep

-09

Oct

-09

Nov

-09

Dec

-09

OUR creative process

IN : IN : IN : IN : 185185185185

GOOD

IN : 5-10

OFFLINE

OUTSOURCING

ONLINEONLINEONLINEONLINECROWDSOURCINGCROWDSOURCINGCROWDSOURCINGCROWDSOURCING

GOODGOODGOODGOOD50505050

OUT : OUT : OUT : OUT : 1111OUT : 1

GOOD3

( More probability to find the( More probability to find the( More probability to find the( More probability to find the BIG IDEA :)BIG IDEA :)BIG IDEA :)BIG IDEA :)))))

Value proposition - Synthesis

+ Creative sources+ Creative sources+ Creative sources+ Creative sources

---- CostsCostsCostsCosts

+ Flexibility+ Flexibility+ Flexibility+ Flexibility

100 %100 %100 %100 %

In synthesis : In synthesis : In synthesis : In synthesis : Bureaucracy CreativityBureaucracy CreativityBureaucracy CreativityBureaucracy Creativity

+ Diversity+ Diversity+ Diversity+ Diversity

+ Speed+ Speed+ Speed+ Speed

---- CostsCostsCostsCosts 100 %100 %100 %100 %

ONLINEONLINEONLINEONLINE

Creativity crowdsourcing: a web revolution

Growth

rate

Conditions for becoming Conditions for becoming Conditions for becoming Conditions for becoming a web revolution:a web revolution:a web revolution:a web revolution:

o “Crisis” of the industry“Crisis” of the industry“Crisis” of the industry“Crisis” of the industryMarket curve Market curve Market curve Market curve

Exponential growthExponential growthExponential growthExponential growthAuctions:

Ebay

e-commerce:

AmazonTourism:

Expedia

Web Mail/

Portal:

Yahoo

��

Life

cicleWeb revolutionWeb revolutionWeb revolutionWeb revolution

NewNewNewNewParadigmParadigmParadigmParadigm

Creativity

Crowdsourcing:

BootB

Search Engine:

Google

Social Network:

Facebook

Online Videos:

YouTube

RESULT: Paradigm shift !RESULT: Paradigm shift !RESULT: Paradigm shift !RESULT: Paradigm shift !

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o First move advantageFirst move advantageFirst move advantageFirst move advantage

o ONline superior efficiencyONline superior efficiencyONline superior efficiencyONline superior efficiency

o Marketplace potentialMarketplace potentialMarketplace potentialMarketplace potential

Creativity crowdsourcing:

BootB

! ! ! ! & ????

Thanks for the attention Thanks for the attention Thanks for the attention Thanks for the attention !!!!

Ready 2 hear your questionsReady 2 hear your questionsReady 2 hear your questionsReady 2 hear your questions[ pl.bancale @ BootB.com ][ pl.bancale @ BootB.com ][ pl.bancale @ BootB.com ][ pl.bancale @ BootB.com ]

Thanks for the attention Thanks for the attention Thanks for the attention Thanks for the attention

????

!!!!

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Boot B Unlimited Creativity Crowdsourcing Experience 2010 01 20