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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 bi-annual 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
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 27 of 56
participative exercise
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
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 43 of 56
Local producers=
providers
Local producers=
partners
Fashion & Home brands
Fashion & Home brands
Consumersco-creando web platformB2B & B2C
co-creando
co-creando local consultants
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
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 48 of 56
co-creando will deliver design services in this case.
descritpion_ the platform
Tools for partners | information tools
Trends
Best practices
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 49 of 56
co-creando will deliver research and design services in this case.
descritpion_ the platform
Tools for partners | collaboration tools
Co-create special collections
Co-exhibit
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 50 of 56
co-creando will deliver facilitation services in this case.
descritpion_ the platform
Tools for clients | e-shopping tools
View products
Place orders
Follow-up operations
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 51 of 56
co-creando will deliver quality control services in this case.
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
fatina.saikaly@cocreando.it
Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 56 of 56
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