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Felipe Gómez O.Industrial & Business Designer
Logical, rational
Intuitive, creative
/ Strategic Research / Trend Analysis / Branding/ Innovation & Entrepreneurship / Communications / Business Modelling/ Service Design / Interior Design / Photography
02
Contents
Felipe Gómez Ordoñez Industrial & Business Designer Contents
FIKO STORECreative Commerce
BUY IDEAS
SELL IDEAS
Creative Commerce
09
DESIGn DIaRIESStrategic Research For DesignSalone Del Mobile, Milano 2011
viernes 22 de abril de 2011
11
TRIbalISmStrategic Brand Design & RetailTrading Strategies
13
SECOnD naTUREActive Gear For Active peopleOpen Innovation
15
COn-TaCTOChildren, Social Networking and media sharing
DESIGn PORTFOlIO
TIENE UN CORREO DE MAMA ( demostración)
Reproducir
Responder
Borrar Salir
Con-Tacto de Julian
SalirResponder
Con-Tacto de Julian
1. Selecciona reproducir el mensaje2. Se muestra el cuadro del segundo 5 en como pre visualización.3. La interface le indicara las funciones que activan cada uno de los botones disponibles. Escoge la de play oprimiendo el botón obturado4. El soporte o base le permite estar cómodo para disfrutar los contenido que se le muestran5. Con los botones auxiliares puede agrandar el el tamaño o manipular el volumen6. Al finalizar la reproducción del video, puede repetirlo o responderlo, mensaje que se desplegara automáticamente al salir de visualizar un mensaje
SalirResponder
Con-Tacto de Julian
SalirResponder
zCon-Tacto de z
VIDEO DE MAMA
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THE FOOD JOKEYMade in Italy Files, Glocal
FOOD AND COOKING
17
abOUT mE
observ
e make
re�ect
[+57] CREaTIvE COlOmbIaThe value Of Making
$US4,9BILLIONIN 2010
CREATIV
E IN
DUSTRIES 07
CURRICUlUm vITaE (Español)..................05
COvER lETTER ............03
CURRICUlUm vITaE (English) ...................04
bUSInESS PORTFOlIO
Cover letter
03
From the desk of:
Felipe
GómezIndustrial & Business Designer
Birth PlaceBogota, D.C - ColombiaBirth DateJanuary 18, 1985Address Cll 89 No 12 - 59Bogota, D.C - Colombia.tel: (+57) 310 - 330 4249@: [email protected]: www.fegomez.com
Felipe Gómez Ordoñez Industrial & Business Designer Cover letter
I appreciate this opportunity to provide further background information in support of my self.
My name is Felipe Gómez; I’m an Industrial & Business designer with 5 years of experience in the field, including one year in a managerial position. During the last few years I have been expanding the possibilities where design can be involve to drive innovation. Inspired by the transformation that this discipline has been able to achieve in other files and in the actual development of our society, I have been able to apply my knowledge to create and transform not only products but also services and business ideas, with a holistic approach that allows me to set new solutions and opportunities to achieve the best business results.
During my first years as a mechanical engineering student, I was able to realize about the importance of design as a core component of today’s successful and innovative businesses; because of this, I decided to get a degree as an Industrial Designer. Before finishing my bachelor final year I decided to accept a full time position as a designer and as sales manager at a local furniture company, with more than 40 years in the market, that was trying to launch a new brand: D&K Music Box. During this year and a half experience I was able to get involve in the furniture market, and worked to empower critical components of that business, such as: clients, suppliers, marketing and production. After understanding that my job was done in this company I decided to go independent and started doing furnishing and giving design consultations to a series of local clients that included architect firms, artists and corporations. Being capable to apply my knowledge as a designer to drive this companies expansion and insertion threw new and bigger markets. These professional experiences made me decide to focus my masters studies in business and design management.
During the year 2011 I did a Master in Business Design at the Domus Academy of Milan, Italy. During this master I trained my self in the way that design can be use to drive new business opportunities into successful marketable ideas using the Integrative Design Thinking that characterizes a good design professional. During this experience I had the opportunity to collaborate as an strategic researcher at Studio Forakis, where I helped to visualize new business opportunities for an innovative lighting technology, developed by the Korean manufacturer LG Electronics.
I believe my combination of business experience together with my design an engineering training is an excellent match to lead creative groups and to achieve innovation in any project I get involve.
Attached is a copy of my resume and portfolio, which more fully details my qualifications. My Portfolio ranges from individual and group projects executed at Domus Academy as well as a few projects from my previous employments and entrepreneurial activities as an independent designer.
Thank you very much for your consideration.
I look forward to receiving your reply.
04
ProfileI consider myself as a creative, innovative and self-starter industrial designer, with the capabilities to conceptualize, manage and lead design and business-driven projects and strategies.
I can guide and encourage team members while achieving the most desired design outcome. My abilities to apply a variety of design and business modeling methodologies together with my experience within multidisciplinary projects and teams allows me to bring great discussion to every project.
ExperienceStrategic Designer, Studio ForakisMilan, Italy / July 2011 Consultation and collaboration during the first stage of a project for the implementation of a new lighting technology that the Korean company LG electronics is planning to introduce in the market. I was part of the strategic analysis team that studied: existing lighting typologies, the competitive landscape, actual market trends and users insights that could be useful for the future design stages of the project.
Information Designer, Proyecto Desafio Ltda. Bogota,D.C - Colombia / May 2010Consultation and development of the communication, event image material and keynote presentation for the Certification Program in Added Value Services - “Porta Apprentice 2010” - Developed for the training of sales personal of the Ecuadorian telecommunications company PORTA.
Event Design Consultant, Colectivo artistico Exposition Villa de Leyva, Colombia / January 2010Consultation and collaboration during the design and setting up of an event: Primer Encuentro de Artistas Ilustrativos, an art exposition that took place from December 2009 to January 2010 at the Humboldt Institute facilities located in Villa de Leyva, Colombia. More than 90 art pieces by 8 colombian painters were exhibited.
Designer and Commercial adviser, Dk music box Bogota, D.C - Colombia / June 2008 - October 2009Design and development of furniture lines for the entreatment, communications and computers technologies. I was a design director and manager of two showrooms. In my role, I was able to fortify the marketing and design strategies of the company by applying a series of merchandising and design-driven methods.
Design Consultant, HanOvER-REBogota, D.C - Colombia / March 2008 - April 2008Consultation for the appropriate implementation of their corporate image during a congress given by the company in Cartagena, Colombia. My role was to design and produce the information collaterals, advertising print materials, and corporate gifts for the event
Intern, ariporo arquitectosBogota, D.C - Colombia / April 2006 - October 2006I participate in the company’s corporate image design. Designed the website for the firm. And collaborate during the architectural modelling and prototyping of several projects.
Education master in business Design(awarded with Distinction). Domus Academy (Validated by University Of Wales). Milan - Italy, 2011
bachelor In Industrial Design.Universidad de Los Andes. Bogota, D.C - Colombia, 2010
minor In mechanical Engineering Universidad de Los Andes. Bogota, D.C - Colombia, 2010
Languages Spanish - Mother TongueEnglish - FluentItalian - Basic
SoftwareGraphic (advanced) Photoshop, Illustrator, Flash, Indesignmodelling (basic) Rhinoceros 3D, Cinema 4D, Solid Works, Solid Edge, Sketch Up business (advanced) Excel, Word, Power Point. (basic) Google AdWords
Hobbies e Interests I’m someone who enjoys travelling, good food and being up to date with current affairs. I have a specific interest for knowing new cultures and learning facts abut them. During several years I have been practicing photography.
Professional ReferencesJozeph Forakis - CEO & DirectorStudio ForakisTel: (+39) 335 - 741 0860@: [email protected] - Italy
andrés González Entertainment executiveProyecto Desafío LtdaTel: (+571) 618 - 3000 Ext. 107@: [email protected] Bogota, D.C - Colombia
Academic Referencesandrea Tosi - mbD DirectorDomus AcademyTel: (+39) 347 - 413 7008@: [email protected] - Italy
maría de los Ángeles González - associate ProfessorUniversidad de los AndesTel: (571) 3394949 Ext. 2634@: [email protected], D.C - Colombia
From the desk of:
Felipe
GómezIndustrial & Business Designer
Birth PlaceBogota, D.C - ColombiaBirth DateJanuary 18, 1985Address Cll 89 No 12 - 59Bogota, D.C - Colombia.tel: (+57) 310 - 330 4249@: [email protected]: www.fegomez.com
Felipe Gómez Ordoñez Industrial & Business Designer Curriculum vitae
My Linkedin Profile *Click to see
05
PerfilSoy un diseñador innovador, creativo y emprendedor con la capacidad de conceptualizar, desarrollar e implementar proyectos creativos. Tengo la habilidad de guiar e inspirar equipos multidisciplinarios para lograr resultados y estrategias no convencionales e innovadoras.
Mi capacidad de aplicar una amplia variedad de procesos de innovación como diseñador, administrador y analista de mercados, junto con mi amplio conocimiento en temas de actualidad me permiten participar activamente en cada proyecto.
Experiencia LaboralDiseñador Estratégico, Studio Forakis Milán - Italia / Julio 2011 Consultor y colaborador en un proyecto para la implementación y transferencia tecnológica de una nueva tecnología desarrollada recientemente por la compañía coreana, LG Electronics, la cual será introducida y posicionada en los mercados europeos. Hice parte del equipo de investigación estratégica que estudió, entre otros: El estado del arte del producto, el terreno competitivo, las tendencias y los mercados que lo componen. Mi análisis permitió identificar nuevos productos y negocios aplicando dicha innovación tecnológica.
asesor de Comunicación visual, Proyecto Desafío ltda. Bogotá,D.C - Colombia / Mayo 2010Consultor y desarrollador de los materiales informativos y presentaciones para el programa de certificación en Servicios de Valor Agregado - “El Aprendiz Porta 2010” - Desarrollado exclusivamente para la capacitación del personal de ventas de la compañía de telefonía ecuatoriana PORTA.
asesor de Diseño, Exposición Colectivo artístico Villa de Leyva - Colombia / 2010Consultor y colaborador del diseño y planeación del evento: Primer Encuentro de Artistas Ilustrativos colombianos, exposición de arte con más de 90 obras de 8 artistas colombianos que tuvo lugar en las instalaciones del Instituto Humboldt en Villa De Leyva, Colombia, para el cual realicé la dirección de arte y materiales gráficos del evento.
Diseñador y asesor Comercial, Dk music boxBogotá, D.C - Colombia / Junio 2008 - Octubre 2009Diseño y desarrollo de línea de mobiliario especializado para tecnologías de comunicación y entretenimiento. Fui el director de diseño de la empresa y tuve bajo mis responsabilidades la administración y gerencia de 2 puntos de venta. Durante mi trabajo fortalecí las estrategias de diseño y mercadeo de la compañía, aplicando una serie de estrategias de comunicación y mercadotecnia bajo mis conocimientos en diseño estratégico.
asesor De Diseño, Hannover-ReBogotá, D.C - Colombia / Marzo 2008 - Abril 2008Asesoría para la implementación de la imagen corporativa de la empresa a la imagen de eventos corporativos. Para los cuales diseñe e implemente materiales informativos del evento, piezas publicitarias y regalos corporativos.
Estudios master in business Design(Pass with Distinction). Domus Academy (Validado por: University Of Wales). Milán - Italia, 2011
Diseñador Industrial. Universidad de Los Andes. Bogotá, D.C - Colombia, 2010
bachillerato académico. Colegio San Carlos. Bogotá, D.C - Colombia, 2003
Lenguajes Español - Lengua MaternaIngles - AvanzadoItaliano - Intermedio
SoftwareGráfico (Avanzado) Photoshop, Illustrator, Flash, Indesignmodelado (básico) Rhinoceros 3D, Cinema 4D, Solid Works, Solid Edge, Sketch Up negocios (avanzado) Excel, Word, Power Point. (básico) Google AdWords
Hobbies e Intereses Soy una persona que disfruta viajar. Me gusta la buena comida, conocer nuevas culturas e intercambiar conocimientos con personas de otros países. He practicado fotografía durante varios años.
Referencias ProfesionalesJozeph Forakis - CEO & DirectorStudio ForakisTel: (+39) 335 - 741 0860@: [email protected]án - Italia
andrés González - Ejecutivo de EntretenimientoProyecto Desafío LtdaTel: (+571) 618 - 3000 Ext. 107@: [email protected] Bogotá, D.C - Colombia
Referencias Académicasandrea Tosi - Director mbDDomus AcademyTel: (+39) 347 - 413 7008@: [email protected]án - Italia
maría de los Ángeles González - Profesor asociadoUniversidad de los AndesTel: (571) 3394949 Ext. 2634@: [email protected]á, D.C - Colombia
From the desk of:
Felipe
GómezIndustrial & Business Designer
Cédula de ciudadanía80.074.207Lugar de nacimientoBogotá, D.C - ColombiaFecha de nacimiento18 de Enero de 1985Dirección Cll 89 No 12 - 59Bogotá, D.C - Colombia.tel: (+57) 310 - 330 4249@: [email protected]: www.fegomez.com
Felipe Gómez Ordoñez Industrial & Business Designer Curriculum vitae
My Linkedin Profile *Click to see
06
Business Design
Rotman School of Management(Go to website)
“Great design is characterized by a deep understanding of the user, creative resolution of tensions, collaborative prototyping and continuous modification and improvement of ideas and solutions. Great design is characterized by Integrative Thinking. The application of these principles to business practices is what we call Business Design. ”
Felipe Gómez Ordoñez Industrial & Business Designer business Portfolio
business Portfolioimplement
iterate
illuminate
incubate
preparethrough conversations
with experience + values
drawing the story in frames
simulating + metaphorsboundaries + issues
characters + stories
trends+ models
outlines + prototypes
sketches + bussines
modelling + wireframes
crite
ria +
goa
lsde
finitio
ns +
hyp
othe
ses
insig
hts +
con
cept
s
thro
ugh
conv
ersa
tions
with
con
text
+ p
layer
s
draw
ing o
n sh
ared
langu
age
+ ex
perie
nce
through conversations
with tools + materials
and “being in the flow”
Radical &ExploratoryResearch
Evaluative
Reserch
Idea
tive
Gene
rativ
eRe
serc
h
obse
rvemake
reflect
[+57] The Project
07 Felipe Gómez Ordoñez Industrial & Business Designer business Portfolio[+57] Creative Colombia
[+57]Creative ColombiaThe value of making
Developed FromAugust 1 to October 15, 2011
Through Domus Academy
Masters in Business Design
Project leader:Jozeph Forakis
mbD master Thesis
awarded with Distinction byDomus Academy
University of Wales
The Colombian Creative Industries have a skilled and resourceful workforce; of craftsman’s, designers, small producers and entrepreneurs that are having great ideas and projects but are not being able to communicate their value and introduce their products to the markets. The local and creative value is under-appreciated within the global society; therefore, the former needs to be addressed with a solution that equips the creative and productive community with tools and channels in order to communicate and explore the cultural and economical value of their creative makings.Consequently, this project will use the power of a collaborative brand “[+57]”, that will unify the Colombian creators, producers, and businesses communities through an online Open-sourced
CULTUREDESIGN
BUSINESS
NEWS
Store:
Community:
10/06/11 4 notes shareTECHNIQUES + DESIGNWhere do they meet?
OCTOBER TOPIC
SUPPLEMENTS
RELATED PRODUCTS
No10
Interviewing The Maker For our October issue our writers and photographers report back on how pieces were made
10/06/11 4 notes share
By Ceci Arango
Maintaining the Indigenous roots
It is the nature of the Artisan to express himself through the invention, creation,
manufacture, repair, and manipulation of things. These can be artistic masterpieces, technological crafts, or mechanical devices. Virtually everything made by man which you see and use is the work of Artisans. The car you drive, the house you live in, the television you watch, the telephone you talk on, the clothes you wear, the furniture and appliances in your home and the decorations also.
VUELTIAA Brazalet VUELTIAA Neckless
By: Felipe Gomez
CULTUREDESIGN
BUSINESS
Store:
NEWS
Community:
THE BEST OFCOLOMBIANCREATIVETALENT
OCTOBER COLLECTION
By DOSUNO STUDIO
VOTES 1200 ORDERS $2.000 DAYS LEFT 15
NOVEMBER PRODUCT PITCH
SILLA COSTEÑA
No10
Maintaining the Indigenous roots
10/06/11 4 notes share
Maintaining the Indigenous rootsBy Ceci Arango
The Value of identityInterview, DOSUNO Studio
Latin American Simple ChallengeWith Silvia Tcherassi For Payless
OCTOBER PRODUCT NEWS
OCTOBER SELECTION
By Ceci Arango
By DOSUNO STUDIO
By Silvia Tcherassi
VUELTIAA Brazalet VUELTIAA Neckless
AKAVISH MI PLANTITA
Magazine & Store where the content is generated to draw interest about Local Creative Makings. This model is conceived as an evolution of what a creative MEDIA-driven business model is (like the One MONOCLE MAGAZINE follows). It goes even further by being a protagonist in the creative and business community, that by discovering new talents and driving strategic design research and business modelling with them, supports them to collaboratively conceive new product lines, services and business models. Finally, the solution model seeks to connect and support the community of creators, makers, and businesses, by driving innovation through a series of online networking, educational and collaborative strategies, allowing them to learn, share and participate through out the whole process of creation and innovation.
Creative-Led Publications
Communicate& Promote
Commercialize& Distribute
Collaborate & Inspire
Media
Product Process
1. Discovers and talks about Creative Communities2. Introduces Local Creative Products
[+57] Magazine
1. Higlights The Best Of Local Talent2. Sells their Creative Products
[+57] Store
1. Leverages the local creative potential2. Drives innovation of creative products and services
[+57] Challenges
01. [+57] Online Magazine02. [+57] Online Store03. [+57] Creative Model
01
02
03
08 Felipe Gómez Ordoñez Industrial & Business Designer business Portfolio[+57] Creative Colombia
CREATIVE
RESOURCEFOR LOCAL
DESIGN &INNOVATION
2.2.
CO
NSU
MER
S
CR
EATI
VE M
AK
ERS
CREATIVE COMMUNITY
CREATIVE COMMUNITY
CREATIVE
CONTENTDISTRIBUTOR& CURATOR
1.1.
CREATIVE
CONTENTDISTRIBUTOR
& CURATOR
INFORMATION PRODUCTS &SERVICES
1.1.
NEWS
CO
NSU
MER
SONLINE PUBLICATION
ONLINESTORE
COMMUNITY& NETWORKING
RETAILING &PROMOTION
SERVICES &EDUCATION
CREATIVE
RESOURCEFOR LOCAL
DESIGN &INNOVATION
2.2.
CR
EATI
VE M
AK
ERS
This Business model can generally be defined as a multisided platform-model. Oswalder defines this pattern of business as: “platforms that bring together two or more distinct but interdependent groups of customers. A multi- sided platform grows in value to the extent that it attracts more users, a phenomenon known as the network effect.” (Oswalder, 2010). First of all we will be a Product Driven Business, by delivering products to the consumers and by collaborating with our creative community in the development of new offers. This model also has a component of a Creative Media Driven Business, using content generation and addressing both; the B2B and B2C markets.
This content is recurrently generated to deliver information and products to both customer segments. And finally we will enhance a the business model by being a Process Driven Creative Business; that uses collaboration dynamics and offers networking services to the creative communities.The revenue structure of [+57] is fragmented amongst a series of streams that can be deviated by customer segment. First the B2C revenues will mainly come from the online sales commissions that will be generated by the online store. A secondary revenue stream will comes from the B2B markets; education sessions that we will be hosting constantly, with this activity the community of designers and makers can have access to our research reports that will talk about industry insights and finally from business modelling and design-thinking modules. Ones we start the collaboration and starting consulting phase.
[+57] PrintsRelease a printed magazine addressing the creative communities with selected series of insightful articles
[+57] ShopTake the experience to a flagship store to strengthen the physical aspect of the community
[+57]business model
[+57] Future Steps, Going Physical
04. [+57] Business Model Overview
09 Felipe Gómez Ordoñez Industrial & Business Designer business PortfolioFikoStore - Creative Commerce
1 COLOMBIANON-LINECREATIVE HUB STORE
st
1. Creat a Product
2. Upload it @FikoStore.com
3. We Show itwww.fikostore.comFacebook @ FIkoStoreFront
4. People Buy It
5. Fiko manages the order
6. The Creator gets pay
How It Works
DESIGN
PROMOTING
DISTRIBUTION
MANAGING
FIKOSTORECreative Commerce
Developed FromJune 3 to June 30, 2011
Through Domus Academy
Masters in Business Design
Project LeaderGiovanni Lanzzone
The ProblemColombia is going through a wave of entrepreneurship, but these new enterprises are in need of project management and support to be able to introduce and scale their ideas in local and foreign markets.Because of this lack of promotion, the creator have to look for other strategies that allows them to make their products popular and gives them access to new potential buyers. At this point, is were the opportunity for the internet and new online trading solutions becomes obvious .
The ProjectFikoStore is an innovative platform for the promotion and commercialization of Colombian creative ideas coming from the design, fashion & crafts sub-sectors of the creative industries. Focusing on an online website and social media application, it will allow locals to sale and buy the creations in a marketplace designed to display the creations and the relevant information about its origin and those how have create it in an appalling way for the specific Colombian market. It will also work as a consultancy agency to support the needs of the creators during the setup and first stages of their business and connect them with information that will be useful to establish themselves. FikoStore will be the first Colombian creative store. On this virtual platform; designers, artisans and buyers will count with the perfect market place and environment to sale and buy innovative and mindful stuff.
10 Felipe Gómez Ordoñez Industrial & Business Designer business PortfolioFikoStore - Creative Commerce
FINANCIALS- REVENUES
Start-UpC.V InvestmentRevenuesCostsNet ProfitPay to V.CV.C Dividend(1%)
140.000n/a
-67.000n/an/an/a
n/a246.000-225.000
n/an/an/a
n/a800.000-616.00063.600-35.000-4.500
n/a1.800.000-1.260.000
240.000-35.000-16.800
n/a3.900.000-2.600.000
682.000-35.000-34.000
n/a5.800.000-3.900.0001.017.00035.000050.900
Year 1 Year 2 Year 3 Year 4 Year 5
$73 K $6.5 K $31 K $218 K $830 K $1.6 M
FINANCIALS- CASH FLOW
$ 1.500.000
$ 3.000.000
$ 4.500.000
$ 6.000.000
Year 1 Year 2 Year 3 Year 4 Year 5
Break-Even
Revenues
Total Costs
ROI = 300% in %5 Years
10%6%
9%
16% 57%
2%
Start-UpWebsite DevCreators CutS&HPay-PortalMarketingOverheadTOTAL
$14.550n/an/an/a
$5.290$47.300
$11.000$96.900$30.000$14.000$18.000$77.500
$18.000$315.000$96.0000$47.0000$29.400
$111.500
$36.000$690.000$200.000$105.000$58.000
$173.000
$70.000$1.150.000$420.000$230.000$120.000$270.000
$80.000$2.199.600$625.000$344.000$230.000$400.000
Year 1 Year 2 Year 3 Year 4 Year 5
$67 K $225 K $615 K $1.2 M $2.5 M $3.9 M
FINANCIALS- COSTS
Website Dev Creators Cut S&H Pay-Portal Marketing Overhead71%
8%
22%
Start-Up
Year
5
$ 0
$ 1.500.000
$ 3.000.000
$ 4.500.000
$ 6.000.000
Year 1Year 2
Year 3Year 4
Year 5
Food =X 1.8
=X 2
=X 2.2
=X 1.5
Products
Fashion
Crafts
Ideas SellingWeb AdvConsultingCoproductionTOTAL
$235.000$12.600
n/an/a
780.000$15.960
n/an/a
$1.700.000$20.500$6.600
n/a
$3.800.000$22.500$11.700$3.000
$5.700.000$27.000$18.000$9.0000
Year 1 Year 2 Year 3 Year 4 Year 5
$246 K $800 K $1.8 M $3.9 M $5.8 M
FINANCIALS- REVENUES
R. MarkUp
R. MarkUp
R. MarkUp
R. MarkUp
The business modelFiko business model was designed under Alexander Ostelwalder “Business Model Generation” book. This business model will be an opens source model, because its main offer, design, will be sourced to the community of creators. Internet buyers will economically crowd-found and run the voice about this creative initiatives, their creators and the platform.The main value preposition that Fiko will offer will be design and creative goods for its B2C market, and project management and support for the creators of this offers. Young makers from the sector of fashion, design and crafts from the creative industry will be the main target for us. Getting this community will aloud Fiko to gain its main resource, the creative community by a series of key activities of talent scouting and promotion that will call their attention and will make them want to work with us.
FinancialsFiko’s start-up will require a seed inversion of $140.000 to start. This capital will be asked to one of the local V.C in a plan that will contemplate the payment of the total amount of money in five years, with a total ROI of 300%.During the start-up and the first year this resources will be used mainly to develop the online platform. The company will not generate any revenues until the first year starts. As the community of creators starts, the main revenue stream will be the online commission that will produce $206.000 in the first year and will grow fast thanks to the viral effect of the web producing total revenues of $800.000 on the second year. This growth in the community seems exaggerated but based on the study of other similar communities, like Blooming, the community could have a profit growth that allows it to count with more than 250 active creators, posting ideas and more than 5000 active buyers per year. Projecting to get to a figure of 1.000 transactions per day in five years.
11
abstractTribalism is a retail trading strategy designed with an interdisciplinary approach to leverage Unieuro’s brand perception over its competitors. As a retailer the company is having problems in differentiating from its competitors, and is in need of finding a way to build a stronger retail brand equity that helps them influence the consumer perception and draw retailer choice and loyalty towards them, and off from the competitors.
E-COMMERCE
FLYER
RETAIL
CUSTOMER SERVICE
SELECTIVE INFORMATION
OVERWHELMING INFORMATION
PRICE SERVICE
FNACDARTY
SATURN
MEDIAWORLD
EURONICS
COIN
UNIEURO
BANG & OLUFSEN
APPLE
PANASONIC
SONY
Retailers
Manufacturer
STAFF “EXPERTS”
“PEOPLE LIKE ME”
“FRIENDS & FAMILY”
BRAND “EXPERTS”
COMMUNITY “EXPERTS”
Felipe Gómez Ordoñez Industrial & Business Designer business PortfolioTrabalism
TRIbalISmBrand Design & RetailTrading Strategies
Developed: FromMay 2 to June 1, 2011
Through:Domus Academy
Masters in Business Design
In collaboration with:Manuel Garzaron (Argentina)
Celia Jaber (Lebano)Avner Shaked (Israel)
Taylor Smith (Canada)
Client: Unieuro, Italy
Project Leaders: Andrea Tosi
01 02
01. Social strategy02. Positioning strategy map
Moving the brand from the nursing figure of “tecnoilluminaty” to a more relabel brand essence that improves the perception of the company trough the in-store and out-store new brand experiencing; atmosphere, service, marketing material and activities, web, products and information amongst others will be reestablished.
12 Felipe Gómez Ordoñez Industrial & Business Designer business PortfolioTrabalism
02
2
Collaboration
1
» With Skate Parks, congregation spots for the tribe. » All across Italy » Specialized article in skating magazines and blogs.
1 2
Create Buzz» Cool activation activities will make people talk about Unieuro» They will communicate the events to their friends
“A TRIBE is a group of individuals that are interlinked by the same subjectivity, the same passion.”
SolutionThe feating room Unieuro’s fitting room is a sub-brand that will create trust amongst communities. This sub bran will be present at the different stages were the client has contact with the brand: marketing, in-store, the web and the services that they deliver before, during and after each purchase.
Attracted by the outdoors activities the members of the community will approach to the brand stores were they will find a customized environment. For this Unieuro will dispose of a permanent area in each store for each tribe’s temporary display, a feting room store in store. A curation of products that are specifically useful for this tribes will be display in the fitting room,
The staff tribes will be based on the level of expertly that each member has and the technology area in which they were trained to sale. They will be in store and will need to know all the information related to their area, they will be assisted by a retailing interface. 03
04
05 06 07
03. Guerilla campaign for fitness tribe04. Guerilla campaign for skaters tribe05. Staff “video tribe” member06. Staff’s interface for customer support07. Retailing interface scenario
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viernes 22 de abril de 2011viernes 22 de abril de 2011
Design DiariesStrategic research for design.
Developed FromMarch 28 to April 22, 2011
Research Topic: T.V Furniture Sets & Pieces
Salone del Mobile di Milano, Through:
Domus AcademyMasters in Business Design
Project Leader:Makno Group
Felipe Gómez Ordoñez Industrial & Business Designer business PortfolioDesign Diaries
01. B2B analysis map 102. B2B analysis map 2
abstract Design diaries, is a trend research project based on a quantitative analysis developed with the methodology applied by Makno Group, a social and marketing research institute. The project focus itself only in studying the area of T.V furniture sets and pieces that were on display during the 2011 Salone Del Mobile (Milano, Italy). The propose of this research exercise was to investigate:• What are the preferred design styles among
people? • How are TV furniture pieces currently in the
market? • What are the new and main media based
technologies people are using at there homes?• How are this technologies affecting the way
people interact with the furniture pieces and the space were they are more usually located?
This process is composed by tow main research components, based on quantitative methods: a B2B analysis that looked into the direction that the producers present at the salone, using an image analysis method. And a B2C analysis that examines in depth the purchase motivations and the ways of using the product, making use of face to face and Internet sample surveys compose of 12 structured questions (closed answers) that were analyzed.
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PURCHASE MOTIVATION I Style
B2
B
Soft
21%
Squere
79%
The MaterialThe Colour
Style
0 1 2 3 4 5
5
4
3
B2
C
viernes 22 de abril de 2011
Technology
Cold
Warm
B2
B
56%
44%
Other
LED
8%
27%
56%
9%
LCD
Plasma
B2
C
PURCHASE MOTIVATION I Style
viernes 22 de abril de 2011
Surface Mounted
Wall Mounted
Furniture Mounted
B2B: 52%B2C:57%
B2B: 17%B2C:29%
B2B: 37%B2C:14%
• Reduces installation cost & effort.• Allows easier & fast cable handling.
WAYS OF USE I T.V Setting
viernes 22 de abril de 2011PURCHASE MOTIVATION I USER EXPECTATIONS
Ephemeral
38%
Lasting
62%
Price Expected
Expected Product Life
3%
52%
36%
9%100- 500
3.000 or more
500- 1.500
1.500- 3.000
39%
38%
23%1 To 3 Years
3 To 5 Years
5< Yrars
B2
C
B2
B
viernes 22 de abril de 2011
03 04
04 05
Felipe Gómez Ordoñez Industrial & Business Designer business PortfolioDesign Diaries
1. Straight and Squared (79%) Objects with a cold sensation are more common. The producers are focused in following the aesthetics of the TV and electronic devices in the design of pieces and sets that matches the look of the components. This design driver is also evidenced in the fact that the majority of the pieces found had a Cold (56%) look, that matches the plastic, black and shinny aesthetics that characterizes media devices.
The main technology used by people in their houses are LCD(56%) followed by Plasma(27%), other players are starting to be consumed such as LED(9%) and 3D which give a grate convenience in terms of space saving and minimal look. Sony(38%) is the most popular brand and then is follow by Panasonic(19%).
2. Unification OfT.v + FurnitureBuilt-in everything is the new trend, Cables, connections, DVDs, and even the TV set are becoming less visible. Producers are aware about users necessity to Hide Cables and integrate components into furniture that offers significant Functionality. Order is becoming really important for people and a clear purchasing driver. People are using three different ways to install their TV: On surface(57%), Wall Mounted (29%) and Furniture Mounted (14%).
Although installing the T.V on surface is, and looks like will still be the main solution. Producers are focusing their effort to create new designs were the T.V can be Furniture Mounted that is rally convenient also, for cable handling and go really well with super-slim devices like the new LED models.
03. Purchase motivation I Styles04. Purchase motivation I
Electronics aesthetics05. TV + Furniture I Ways of use06. User expectations I
Ephemeral Vs Lasting
3. Quality and luxuryCustomers are looking for good quality products that will last for at least 3 to 5 years (38%) or more than 5 years(38%). Still, a significant amount prefer ephemeral products that could easily get read of or moved and from which they don’t expect to be using for more than 3 years (25%). People are welling to pay around $1.500 to $3.000 (52%) for this kind of pieces. This responds to the producers interpretation of the market by producing more Lasting(62%) products with a middle-high price range than Ephemeral (38%) short lasting products.
15 Felipe Gómez Ordoñez Industrial & Business Designer business PortfolioSecond Nature
Second natureActive Gear For Active people
Open Innovation
Developed FromFebruary 14 to May 25, 2011
Through Domus Academy
Masters in Business Design Master in Interaction Design
In Collaboration WithIrwanta Salim (Singapur)
Charles Lee-Thorp (South Africa) Marco Ghezzi (Italy)
Isil Uzum (Turky)
Project Leaders: Jozeph Forakis
Product ReviewSecond nature transforms your body into a motion-based controller for software on your mobile phone. Simply attach a sensor somewhere on your body or equipment, select the function you want to control on your phone, and record your movement. When the second nature software on your phone detects this movement, it will instruct your phone to perform the corresponding action.
Why its cool.This allows an unparalleled level of mobility and personalization. You are not bound to particular gestures like with a touch screen or even to using your fingers at all. This makes it ideal for people involved in physical activities like sport, travel and play.
Turn on, tune in, forget. We provide an assortment of straps, pins and ties to attach sensors to your body. The
sensor is a separate module, just insert it into the strap that bests suits your needs.Endless possibilities.Our system is open to all, so expect developers to dream up new and incredible applications that go far beyond sport. Individual applications extend the possibilities into specific areas. Our open aPI means anyone can write software for Second nature. Soon we will start to see Second Nature being used for applications far beyond sport. Gaming, medicine, education, anything.
Cycle of life.Second Nature will launch a suite of specially designed apps, Cycle of life is a series of application developed specifically for cycling that will help cyclist to control their devices wile riding their bikes.01. Second Nature core App02. Second Nature straps03. Cycle of life application
suit
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03 Yankodesign.com review.
16 Felipe Gómez Ordoñez Industrial & Business Designer business Portfolio
Continuous access to releases
Secur ed community
Unlimited service support
OPEN SOURCE MODEL Subscription Based
Technology licensing
Licensing Based
Commission from online sales
Commission Based
1
2
3
32
investment
$300,000Investment amount
$656,500Projected expected net return
5 YearsReturn duration
Capital + Interest (18%) + Dividend (5 Years)Return structure
Year 1 Year 2 Year 3 Year 4 Year 5
$130,980 $165,480 $183,423 $230,591 $247,483
$60,000 $60,000 $60,000 $60,000 $60,000Capital return
$54,000 $54,000 $54,000 $54,000 $54,000Interest return (18%)
$17,000 $51,500 $70,000 $115,000 $133,000Dividend return (Year 1 & 2 = 1% & Year 3, 4 & 5 = 0.5%)
Gesture based interface for active lifestylesBusiness Model Overview
Second Nature
17 Felipe Gómez Ordoñez Industrial & Business Designer business PortfolioThe Food Jokey
FOOD AND COOKING
PARTY AND FRIENDS
Now, fusion pasta recipes and ingredients are delivered to your house, at any time, along with with your own FOOD JOCKEY™, to help you cook for your friends and cater your spontaneous dinner parties.
27*
25*
15*
2 times/ week
4 times/ week
6 times/ week
* kg/person/year
The Food JockeyMade in Italy Files, Glocal
Developed FromNovember 11 to December 20, 2010
Through Domus Academy
Masters in Business Design
In collaboration withCelia Jaber (Lebanon)
Jasmine Vaughan (U.S.A)Nataly Abrosimov (Canada)
Smriti Mehrotr (India)
Client: Barilla, Italy
Project Leaders: Gulio Cepi
ObjectivesMADE IN ITALY FILES, focused on the globalization of the “Made in Italy” and conducted collective research on how the qualities in which Italian pasta producer Barilla is rich, can be extended to the world, in terms of shapes (product packaging), spaces (spaces for exchange and exhibitions) and business (human resources, communication, organization).
The ProjectBarilla will sponsor the creation of fusion pasta recipes in Latin America, in collaboration with local culinary trade schools. Millennial customers may order a meal experience, soon after, the Barilla pasta and the accompanying ingredients are delivered to their house, along with their own FOOD JOCKEY, to help you cook for your friends and cater your spontaneous
dinner parties. This system will encourage social and interactive learning among the Latin American growing empowered youth, while elevating the Barilla brand image and increasing its market share.
How do we better integrate barilla with the food culture in latin america?01. Comparative consumption of
average latin american adult.
01
18 Felipe Gómez Ordoñez Industrial & Business Designer business Portfolio
ComparativeConsumption
Latin America is the second largest consumer of pasta in the world, second to
Farfalle With Creamy Wild Mushroom SauceLocation
Penne with Chicken, Asparagus and Lemon Alfredo Sauce
Asparagus Carbonara With Garlic Cream
Whole Grain Spaghetti with Cherry Tomatoes & Pecorino Romano
Dish Invites Favorites
BUDGET INGRIENDIENTS
Dish Location Invites Favorites
FRIENDS PLACE DATE
Jasmine Vaughan
Franscesco sorrentino
Celia Jaber
Alokeparna Sengupta
Felipe Gomez
The User
BARILLA WORKSHOP AT SENA
Our FOOD JOCKEY
::Barilla
The Experience
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07
02
05
08
03
06
09
10
Scenario01. Fernando is a 21 year old
unemployed culinary student at SENA, who is also seeking to help his family financially .
02. He is excited about attending the Barilla educational workshop at SENA .
03. Fernando becomes passionate about a new employment opportunity - Food Jockey-
04. Santiago a 26 year old lawyer, has a strong social circle and a passion for sports.
05. Watching the evening news, he sees an innovative idea -Food Jockey. He decides to look it up online.
06. Santiago goes to the FOOD JOCKEY app; selects the menu, sends invites and makes the payment.
07. Fernanando the FOOD JOCKEY arrives at the host’s house with local ingredients and Barilla pasta.
08. Fernando the FOOD JOCKEY, cooks with Santiago and his guests, providing an interactive cooking and learning experience
09. The chef becomes part of the social network of friends while further distributing the Food Jockey concept.
The Food Jockey app provides a platform for easier communication10. Academia Barilla for local
culinary students
The Food Jokey
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1. Una linea del tiempo le muestra mensajes nuevos y antiguos
2. Seleccionando un mensaje amplia su información
3. Puede seleccionar Haciendo uso de los botones laterales desplazares y dar aceptar o si lo desea usar el esfero
1. La madre puede acceder a la aplicacion de mensajes desde el portal web de con-tacto o de tenerla instalada desde la aplicacion de su red social predilecta.
2. HAceindo uso de una camara web puede grabar un mensaje de no mas de 15 min
3.Puede cuadrar hora y fecha de la entrega igual que este se repita segun lo desee.
TIENE UN CORREO DE MAMA ( demostración)
AZUL - Posiciones de Captura
Felipe Gómez Ordoñez Industrial & Business Designer Design Portfolio
Design ConceptCon-Tacto was born of the need for new channels that allow families to stay together and communicated despite the different events that are part of their everyday lives, activities that prevent them of spending as much time together as they want and makes physically impossible the communication of feelings and needs between family members at a time when parents can not be with their children, as they are fulfilling their social obligations or work. Kids, when arrive from school are in a situation where not only find themselves alone but find an absence of agents of attachment to meet their emotional and psychological needs.
The SolutionAs a basic approach was defined that Con-Tacto should make use of recording media such as photography, video and drawing to record significant events in the child’s life to be presented at a time when parents can not be present. This required designing a new and safe communication channel to which children have access and which achieves to transmit the message from one party to the other and allows to generate feedback from the receiver to generate a response and thus close the process of disclosure. All this in a context in which the child is attracted by the experience and the means used to generate it.
Con-TactoChildren, Social Networking
and media sharing
Developed FromJanuary 18 to November 20, 2009
ThroughUniversidad de Los Andes
Project Leaders: María de los Ángeles González
Christiaan Job Nieman
01. Camera Mode - Self-portrait Mode
02. Camera Mode - Target Mode03. Parental communication via
Con-Tacto
01 02
03
Con -Tacto
04. Map of the meanings Con-Tacto intends to evoke in the user through the experience of its use.
05. Product components.
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Validation
Duty
Community
Creation
Photos
VideosDrawing
Posts
Technology
wi-fiConnection
Contactlists
ChatConnectionto SocialNeteorks
AvailabilityConnectivity
Tasks
ScheduleCommitments
Routines
Reviews
Friends &Family
Posts
Forsm
Contacts
Administrators
Rectification
Colours
Orders
Notifications
Harmony
Beauty
Security Wonder
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4
1
2
4
2
2
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2
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3
Hierarchization1. Low2. Medium Low3. Medium High4. High
Con -Tacto Felipe Gómez Ordoñez Industrial & Business Designer Design Portfolio
Experience DesignCon-Tacto must meet different needs for the parent and child at a same time. Its use should generate an experience with some common meanings but others will be directed very specifically to each party. In order to engage them with the proper frequency and triggers during the different activities, being appropriate and satisfactory with out causing any conflict. For example, not stressing or interrupting the father during his work activities, or generate a feeling of constant surveillance or frustration in the child.
For Kids1. Invites him and encourages contact
with other people in a virtual way2. It provides tools to record and
report his experiences, desires and needs.
3. It stimulates their creative skills and socialization through creations which are then published.
4. It provides a convenient way to make use of existing technologies in a safe, easy to use and entertaining.
For Parents1. It gives them security and enable
them to intervene as a source of affection and a figure of control at times when they can not normally do.
2. It reports them on specific events that occur in the life of their sons during their absence. Using media and technology at their disposal.
3. Achieves a balance and harmony that allows them to develop as successful professionals, and a concerned and loving father who can witness and enjoy the accomplishments of their children.
Base
Flash
Microphone
Viewfinder
CamaraBattery
Speakers
PenSelected color indicator Memory
Slots
Shutter/enter
04
05
