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Master in Strategic Design - Co
presentation
Co-Creando start-up | the best of MADE IN project
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 1 of 56
presentation_
2 parts
Co-Creando | a research and design start-up
. Business idea
. Business plan
the best of MADE IN | a multi-actor web platform
. Project background
. Project description
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 2 of 56
presentation
PART 1
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 3 of 56
co-creando_
business idea
[ Research & Development ] + Design
Co-Creando is a research and design consultancy that helps
companies compete in Italy and, through its global network, in
emerging countries like Brazil, Russia, India, China and the
Middle East.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 4 of 56
co-creando business plan_
AWARD
New Creative and Innovative Businesses 2006
Co-Creando’s business plan came joint 3rd out of 577 entrants
in Milan City Council and Milan’s Chamber of Commerce biannual competition to sustain the creation and growth of new
creative and innovative businesses in Milan and provinces.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 5 of 56
co-creando_
Business Idea
Solutions for new product/service development
Co-Creando develops research and design activities to support
companies in new product and service development.
Nowadays research and design is necessary in almost all
industrial sectors in the face of competition and global markets.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 6 of 56
co-creando_
Business Idea
Solutions to foster growth
Co-Creando offers solutions to foster growth by adding value to
companies’ products and services, and by developing strategic
partnerships through research and design.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 7 of 56
co-creando_
Business Idea
Solutions to enhance social and environmental responsibilities
Co-Creando is strongly committed to orienting companies and
organisations towards social and environmental responsibilities.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 8 of 56
co-creando_
Business Idea
innovative participative approach to work
Co-Creando develops its activities through an innovative
participative approach to work, by which research, design
thinking and creativity are applied to businesses and situations
through collaboration among a network of researchers,
designers, users, academic partners, business representatives
and other stakeholders.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 9 of 56
co-creando_
Business Plan
Services
Market
Objectives
Strategies
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 10 of 56
co-creando_
Services
Co-Creando for companies
Co-Creando for Society
Co-Creando for Environment
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 11 of 56
co-creando_
for companies
new product/service development solutions:
1 Researching new materials, new technologies, and future
trends in the company’s product/service sector.
2 Redesigning company products and services to improve their
aesthetic, emotional, functional, ergonomic and interactive
qualities.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 12 of 56
co-creando_
for companies
3 Designing new products, services and communication tools
to respond to new trends and dissatisfied consumers’ needs.
4 Designing new products and services for emerging markets,
taking into consideration socio-cultural differences.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 13 of 56
co-creando_
for companies
5 Creating synergies between Italian companies and those in
emerging markets to reduce production costs and create
opportunities and partnerships in new product and service
development.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 14 of 56
co-creando_
for society
Elderly and Disabled Well-Being
Co-Creando offers solutions and develops new products and
services to improve the quality of life of the elderly and disabled
through field research and user-centred design.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 15 of 56
co-creando_
for society
Empowerment Projects in Developing Countries
Co-Creando develops empirical research and designs
products, services and communication tools to empower local
entrepreneurs, micro-enterprises and industry clusters in
developing countries:
Designing multi-actor platforms.
Designing networks of relationships.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 16 of 56
co-creando_
for environment
Eco-Sustainable Products and Services
solutions for the analysis, development, and communication of
eco-sustainable products and services:
Designing eco-sustainable products and services (LCD)
Developing tools and guidelines to assist companies in the
design and development of eco-sustainable products and
services.
Evaluating product and service environmental impact and
development of eco-efficient guidance.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 17 of 56
co-creando_
for environment
Sustainable Territorial Development
Co-Creando develops empirical research and collaborates with
communities and organisations to enhance sustainable
territorial development:
_ Sustainable exploitation of local resources, products and
production techniques.
_ Participation and co-design to address local communities’
problems and challenges.
_ Participation in and promotion of sustainable procurement.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 18 of 56
market_
macro sector
The market of product development services
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 19 of 56
market_
macro sector
TREND
A growing market in Italy according to recent studies.
MOTIVATION: many companies are often outsourcing one or
more parts of their R&D activities. The R&D relative to new
product development activities are particularly relevant.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 20 of 56
market_
needs
Innovate through research and design (lack of necessary
competences)
Individuate new opportunities and collaborate with emerging
markets (lack of necessary contacts/network)
examples
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 21 of 56
market_
geographical area
Italy
Emerging countries where the network members are located.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 22 of 56
market_
clients
Each one of the 3 services offered has its own clients group.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 23 of 56
market_
clients
co-creando for companies
SME of several industrial sectors:
Home and accessories
Fashion and accessories
Medical products
Food and beverage
Etc.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 24 of 56
market_
clients
co-creando for society_ Elderly and Disabled Well-Being
SME of several industrial sectors
Service providers
co-creando for society_ Empowerment Projects in Developing
Countries
Developing countries micro enterprises
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 25 of 56
market_
clients
co-creando for environment_ Eco-Sustainable Products/services
SME of several industrial sectors
SME clusters
co-creando for environment_ Sustainable Territorial Development
Local institutions and associations
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 26 of 56
market_
competitors
No direct competitors
Several indirect competitors
participative
exercise
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 27 of 56
co-creando_
objectives
Become a leading research and design consultancy in Italy and
in emerging markets
Enhance social and environmental sustainability
Produce a growing economic income
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 28 of 56
co-creando_
strategies
Competitive strategies
Marketing strategies
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 29 of 56
co-creando_
strategies
Competitive strategies
research and design services distinct from those offered by our
indirect competitors:
Design-oriented research (R&D +creativity applied to businesses)
Opportunities in and partnerships with emerging markets
Academic partners
Very specific internal competences
Affordable costs for SME and micro enterprises
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 30 of 56
co-creando_
business plan
The economic part of the business plan will not be presented.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 31 of 56
presentation
PART 2
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 32 of 56
best of MADE IN_ web
platform (in progress)
the best of MADE IN is a multi-actor web platform that
objectives are to enhance the value of local products and skills,
and empower local artisans from Brazil, India, Columbia, Italy
and the Middle East.
. HOME & ACCESSORIES . FASHION & ACCESSORIES
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 33 of 56
best of MADE IN_ AWARD
Milano in Progress 2007
The best of MADE IN project was presented during the Milano
in Progress 2007 competition. It came joint 1st among 19
selected creative and innovative businesses from Milan.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 34 of 56
best of / MADE IN_ WWW.MADEIIN.COM
Project background
Project description
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 35 of 56
best of / MADE IN_ project
background
The idea intuition
The idea evolution
The idea transformation
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 36 of 56
background_
the idea intuition
signals + trends + facts
Intuition
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 37 of 56
background_
the idea
Idea testing
Production of several apparel and accessories prototypes in
India.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 38 of 56
background_
the idea
Testing results
Interesting margins of profit.
New Indian embroidery technique discovered. It will permit
fashion designers to develop new designs.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 39 of 56
background_
the idea evolution
Research phase in collaboration with
Academic partners in Brazil and Colombia
Internships in Italy
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 40 of 56
background_
the idea evolution
Second testing
Meetings with local producers and fashion brands managers to
discuss the possibility of starting future collaborations.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 41 of 56
background_
the idea evolution
2 PROBLEMS
High financial risks
Severe/strict quality control: selection of perfect pieces and
rejection of all the others
Against fair trade
Abuse of local producers
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 42 of 56
background_
the idea transformation
Local producers
=
providers
Fashion & Home
brands
co-creando
co-creando local
consultants
Local producers
=
partners
Fashion & Home
brands
co-creando web platform
B2B & B2C
Consumers
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 43 of 56
descritpion_
the platform
ACTORS
Co-Creando
Local crafts producers and micro enterprises
Fashion and home brands (B2B)
Consumers (B2C)
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 44 of 56
descritpion_
the platform
ROLES | Co-Creando
Platform manager
Service provider (design, research and facilitation services)
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 45 of 56
descritpion_
the platform
ROLES | Local crafts producers and micro enterprises
Platform partners
Managers of their own web section (profile, products, operations)
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 46 of 56
descritpion_
the platform
ROLES | Fashion and home brands (B2B) & Consumers (B2C)
Platform clients
Responsible of their own sections (profile, selected products
archive, purchase operations)
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 47 of 56
descritpion_
the platform
Tools for partners | Communication tools
Publish company profile
Publish selected products and products’ assortments
co-creando will deliver design services in this case.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 48 of 56
descritpion_
the platform
Tools for partners | information tools
Trends
Best practices
co-creando will deliver research and design services in this case.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 49 of 56
descritpion_
the platform
Tools for partners | collaboration tools
Co-create special collections
Co-exhibit
co-creando will deliver facilitation services in this case.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 50 of 56
descritpion_
the platform
Tools for clients | e-shopping tools
View products
Place orders
Follow-up operations
co-creando will deliver quality control services in this case.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 51 of 56
The platform_
Added values to co-creando services
All the services offered through the platform has been delivered
since co-creando start in September 2006.
The best of MADE IN project is a means to add values to our
services offer.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 52 of 56
The platform_
Enhance sustainable development
Sustainable exploitation of local artisans and micro enterprises’
skills, products and production techniques.
Empowerment of local artisans and micro enterprises.
Contribute to preserve local crafts’ cultural heritage.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 53 of 56
The platform_
Promote fair trade
Promote fair trade through improving local artisans’ and micro
enterprises’ access to information, communication,
collaboration and business on ICT platforms.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 54 of 56
The platform_
Create innovation
Offer co-creando services to a wider market through a new
model of collaboration based on open source/wiki concepts and
economy.
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 55 of 56
THANK YOU
Fatina Saikaly
Co-Founding Director | Co-Creando | www.cocreando.it
[email protected]
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 56 of 56
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