Service Process / Spazio Ara

SPAZIO ARA A CONTEMPORARY ART & FOOD MUSEUM

P S S D Fi n a l St ud i o I / A . Y. 2 0 1 9 - 2 0 16 th dec 2019 / Assignment V / PSS Design and Business Modelling Group 2: Alessandra Cutroneo, Maya Ivanova, Margherita Stanga, Lina Xu

/a·pe·ri·tì·vo/

It’s an important ritual of the Milanese lifestyle, a casual and dynamic occasion for eating, leisure and socialisation, which is accessible and affordable for almost everyone. /a·pe·ri·tì·vo/

Originally - small appetisers made out from leftovers from lunch preparation, taking advantage of existing resources to create new value.

/a·pe·ri·tì·vo/

Now?

Now?

Apericena

Now?

Apericena

All-you-can-eat

Now?

Apericena

All-you-can-eat

Unlimited buffet

All-you-can-eat

All-you-can-waste

“The formation of surpluses in the catering sector is also linked to the affirmation of less virtuous models, in particular to the diffusion of a low-service content offer (buffet, apericena, self-service) where the value of food tends to get lost (in common thinking, the customer pays for the order, while the food is considered free)”.

/ CREA.GOV

1

Roughly one third of the food produced in the world for human consumption every year – approximately 1.3 billion tonnes gets lost or wasted.

/ FAO.ORG

1

Roughly one third of the food produced in the world for human Fruits and vegetables, consumption every plus roots and tubers year – approximately have the highest 1.3 billion tonnes wastage rates of any gets lost or wasted. food product; almost half (45%) of it goes wasted.

2

/ FAO.ORG

3 2

In industrialised countries, more Fruits and vegetables, than 40% of losses plus roots and tubers happen at retail or have the highest consumer levels. wastage rates of any food product; almost half (45%) of it goes wasted. / FAO.ORG

4 3

In Milan, street In industrialised markets waste on countries, more average from 100 than 40% of kilos lossesof fruits and happen at retail or vegetables in the consumer levels. winter, to 500 kilos in the summer.

Per day. / RECUP.ORG

We are in the bad anthropocene era.

We want the good anthropocene.

Food is one of the most powerful tools through which we shape the world we live in, from how we create society, culture and pleasure, to how we determine our relationship with the natural world.

There is a urgent need for humans to gain a new perception and value on the food they are buying, eating and wasting. We want food to be able to transform people’s behaviours.

Food is art.

“Art can help to understand the possibilities of food. It can help us to re-value food. Art can bring new perspectives on what we have. It can alter our behaviour into a more conscious one and it can enable us to celebrate food and use it as a mean to ritualise our life so we can find meaning and connection.” / Marije Vogelzang, eating designer

SPAZIO ARA A CONTEMPORARY ART & FOOD MUSEUM

/à·ra/

1. Altar.

2. Among the ancients, a raised structure, of stone or metal, or even of soil, destined to receive the offer to the divinity and the sacred fire.

3. From the lat. arĕa, surface unit of measure used in 2 land surveying, equivalent to 100 m ; symbol a. /à·ra/

Spazio ARA is a hybrid place where new value is given to food waste, through the cross-disciplinary design of immersive artistic installations and experiences in the form of an aperitif, able to encourage sustainable behaviours at an individual and community level. / what

We want people to feel fulfilled, not full.

A world in which food and art can blend in a meaningful way, shaping people’s behaviours towards a more sustainable and responsible society.

/ vision

Use the power and value of different disciplines to create artistic installations in the form of aperitifs, which are able to promote a shift towards a more responsible and sustainable food consumption, through the exploration and transformation of discarded raw materials into ever-changing cocktails, dishes and experiences. / mission

/ values

1

We are sustainable

/ values

2

We are cross-disciplinary

/ values

2

3

We are experimental

/ values

4

We are synaesthetic

/ values

5

We are transformative We are synaesthetic We are synaesthetic

/ values

/ offer

NEW VALUE TO FOOD WASTE Rescue of high-quality discarded fruits and vegetables

SPAZIO ARA Hybrid space in MilanoSesto

LOCAL MARKET COLLECTING POINT SMART TECHNOLOGIES SUSTAINABLE TRANSPORT OF GOODS

FOOD LAB

RITUAL ROOM

ARA ARA COMMUNITY Platform based on bottom-up approach

TALENTS SUPPORTER Cross-disciplinary ideas aggregator

Software and database

Students incubator

Designed eating experiences

1

FOOD QUALITY CHECK

2

FOOD DAILY INVENTORY

3

RECIPES DATABASE

1

PRACTICE

2

EXPERIMENTATION

1

REGULAR APERITIF

2

SEASONAL LAUNCH EVENTS

CROWDFUNDING

Talents funding

VOTING SYSTEM

Co-created daily menu

RESIDENCY PROGRAM

Annual partnership with cooking schools and academia

INTERNATIONAL TALENTS

Recruitment of talents from multiple disciplines

/ offering map

/ people involved

Vendors from other markets

Bars and restaurants in MIlanoSesto

Customer’s friends

Visitors and tourists Goods suppliers

Milan and nearby area residents

Local markets vendors

Logistics agency (delivery)

Food Apps Logistics service providers (electric truck)

Team’s family

MilanoSesto PA MilanoSesto residents

Bars

Restaurants

Hospitality professionals

Customer

Campari

APP developer

Artists Kickstarter

TEAM

Chef Cultural Institutions

IT Consultancy

Eventbrite

Accademia, universities, studios

Mixologist

ARA Talents

Student apprentices

Culinary schools

Digital Strategy Team

Students from professional schools

BUSINESS ORGANISATIONS USERS/ PARTNERS CO-CREATORS IMPACTED STAKEHOLDERS

ENGAGED STAKEHOLDERS

/ stakeholders map

/ main target

1

Innovative and up-to-date young adults who love eating and drinking well keeping in mind the ecological footprint in their daily actions. / main target

1

Innovative and up-to-date young adults who love They strongly believe eating and drinking in the power of well keeping in relationships, loving mind the ecological to share experiences footprint in their as much as they like daily actions. experimentation.

2

/ main target

3 2

They are passionate about cultural events They strongly believe which they like to in the power of share with others. relationships, loving to share experiences as much as they like experimentation. / main target

3

They are passionate about cultural events They sthrive for which they like to self-improvement, share with others. a more sustainable planet and better values for society.

4

/ main target

Why Spazio ARA

Bio Marta has just entered the professional life with a promising career in the digital marketing and strategy field. Passionate about cultural environments and events, she loves to participate in exhibitions and be updated. Being aware of the future and its challenges, Marta wants to make the right choices and prefers brands and outlets devoted to supporting social and environmental causes. Coming from Bologna but living in Milan, she does not bother to move outside the city to discover new inspiring places, as long as they are well connected by public transports, since she doesn’t have a car.

FOOD AND DRINK OFFER

PRESENCE OF TALENTS/EXPERTS

INTEREST IN ART/CULTURAL PLACES

SOCIAL /ENVIRONMENTAL CAUSE

Personality

/ Marta, 25

Values and activities

/ love for aesthetics / charismatic / open-minded / minimalist

/ cultural and artistic events / active in digital communities / uses public transports / seeking for new places

Diet

Technology

/ flexitarian / vegan wannabe / trying to be more sustainable

/ digital native / sharer, follows influencers / active on Instagram

NICE AESTHETIC OF THE PLACE

SENSE OF COMMUNITY/BELONGING

RELAXED ENVIRONMENT

LEARNING ASPECT

Why Spazio ARA

Bio Stefano is a consultant in the new Carlo Besta Neurological Institute. He is single, and being a newcomer to MilanoSesto he is open to opportunities to socialise after his long work hours. He has a variety of interests such as sports, music and local craftmenship and likes to support rising young talents in these fields. His choice of leisure time is guided by his need for of relaxation and conviviality, but also personal growth and desire to learn new things. Stefano is interested in good quality, so he always tends to prefer things and places with a guarantee of quality and expertise.

FOOD AND DRINK OFFER

PRESENCE OF TALENTS/EXPERTS

INTEREST IN ART/CULTURAL PLACES

SOCIAL /ENVIRONMENTAL CAUSE

Personality

/ Stefano, 33

Values and activities

/ hard-worker / goal-oriented / open to self-improvement / extroverted

/ socially/politically involved / productive free time / community oriented / stays away from the chaos

Diet

Technology

/ omnivorous / trying to be vegetarian / high-quality ingredients

/ tech-savvy / reads online newspapers / active on Twitter

NICE AESTHETIC OF THE PLACE

SENSE OF COMMUNITY/BELONGING

RELAXED ENVIRONMENT

LEARNING ASPECT

/ the way it works

ca. 12 months ca. 3 months

1st event

2nd event

3rd event

4th event

/ calendar

12 months 3 months

1st event

2nd event

3rd event

4th event

/ calendar

Regular experience FROM WEDNESDAY

4 days

Dismantling and setting up New talent comes TUESDAY - THURSDAY

Launch of event 1

End of event 1

FRIDAY - MONDAY

MONDAY

Talent and kitchen team host original and immersive eating experiences on a specific topic.

/ event structure

/ what we mean

/ service blueprint

Two possibilities

/ service blueprint

Two possibilities

1

Launch event: talent hosts, together with the kitchen team, an immersive artistic experience that lasts for 4 days. / service blueprint

Two possibilities

2 1

Regular aperitivo: after the launch event, Launch event: talent leaves but talent hosts, together the installation and with the kitchen experience stays in team, an immersive Spazio ARA 3 months. artistic experience that lasts for 4 days. / service blueprint

ACTORS

Late morning Milan market Food is sold; waste is collected in a box.

2.30 pm

Collecting point Food quality is checked and boxes are loaded in a cargo bike.

3 pm

16.00 pm

4.45 pm

Prepare final menu Voting is over; compose different combinations of most voted recipes.

Shift w/ team 2 The teams discuss details around daily agenda.

5.30 pm aperitivo starts

1.30 am: aperitivo ends

Delivery Bike sets off and arrives to unload at Spazio ARA.

FOOD Checking database Checks DB, choose menu options based on ingredients from the day before.

Upload menu Team chooses recipes; upload possibilities on the ARA App.

Experimenting Team experiments with ingredients from the day before for the aperitivo of that day.

Food stocking Team receives food, checks quality and stores it.

Practicing The team keeps on practicing and with the ingredients.

KITCHEN TEAM 1 Shift w/ team 1 The teams discuss details around daily agenda.

Set up Team gets ready

Execute order from the Digital Operator Board Prepare cocktails and dishes for each client (one cocktail for each client on choice, same 5 appetisers for everyone), based on the instructions of team 1.

Clean up and prepare facilities Team prepares the facility for the day after

User arrives in Spazio ARA User makes his order using the smart tablet.

User leaves/ post-service User gets unveiled the recipes of that evening and saves them in the library, also sharing them with the community.

KITCHEN TEAM 2 Recipes voting window Users from the community receive a notification on ARA App to vote for their daily favourites of the menu proposals.

User enjoys aperitivo Given the specific topic the user is engaged in a different eating experience.

USER

/ daily operational timeline

/ further personas

Why Spazio ARA

Bio Jacopo has just graduated from a prestigious cooking school alisted cooking schools in Italy. While studying, he grew is interest in the world of culinary art, with the goal to become a hybrid professional, able to combine the world of cooking to that of mixology. He is aware that he will have to leave his hometown Frosinone, to face new experiences that bring him closer to the most innovative realities there are in Italy and abroad. Proud of his generation, he is very sensitive to the issue of environmental sustainability and is careful to maintain behaviours that are consistent with his ideals.

CROSS-DISCIPLINARY APPROACH

INNOVATION/EXPERIMENTATION

ENVIRONMENTAL/SOCIAL CAUSE

SOURCE OF INSPIRATION

Personality

/ Jacopo, 19

Values and activities

/ ambitious / easily adapts to change / indipendent / competitive

/ socially engaged / cooking experiments / travels a lot / events for the environment

Diet

Technology

/ omnivorous / open to vegetarianism / environmental conscious

/ ditigal native / social networks user / cooking blogs follower

OPPORTUNITY TO LEARN/BE ENRICHED

TEACHING TO CUSTOMERS

VISIBILITY

MONEY

APPLICATION and 1st SELECTION

WORKSHOP

FINAL SELECTION

TRAINING

MEET AND GREET

He participate to the training sessions guided by the mentors to learn how to work in ARA and become an hybrid professional improving his culinary art skills.

He is already graduated and he receives the email from ARA SPACE to participate to the contest to win the stage opportunity and he sends the application.

CO-DESIGN

LAUNCH EVENT

Team and Talent start to co-design the experience. He has to think about the food and drinks to use in the eating experience with the clients.

He prepares together with the team the recipes for the launch event.

exciting

food lab e-mail

e-mail

e-mail

ritual room

SPAZIO ARA digital board

CV SPAZIO ARA

digital board

SPAZIO ARA digital board

SPAZIO ARA cooking school

MilanoSesto

food lab

disappointing

touchpoint Digital to Physical touchpoint

/ Jacopo journey - recruiting

Why Spazio ARA

Bio Jennifer is a designer who decided to specialise in the field of eating design, since she firmly believes that it is one of the frontiers from which to influence people’s habits. In her projects she translates food into the main protagonist of the experience, putting it to zero waste and using it as a tool of strength. She studied at the Dutch Institute of Food Design and did then several internships and jobs in the field, which made her capable of using design as a main first point on which to work to foster behaviours in society, especially related to environmental responsibility regarding food.

CROSS-DISCIPLINARY APPROACH

INNOVATION/EXPERIMENTATION

ENVIRONMENTAL/SOCIAL CAUSE

SOURCE OF INSPIRATION

Personality

/ Jennifer, 38

Values and activities

/ curious / open-minded / visionary / empathetic

/ environmental activist / behavioural design workshops / global social problems activist / social responsibility

Diet

Technology

/ strongly vegan

/ uses it when needed / runs her blog and website / uses social networks

OPPORTUNITY TO LEARN/BE ENRICHED

TEACHING TO CUSTOMERS

VISIBILITY

MONEY

APPLICATION

He reads about the contest on a newspaper and he sent the application to ARA.

ARA SPACE SELECTION

ARA to be part of the talent list.

PROJECT ON KICKSTARTER

the kickstarter the project of the eating experience in order to receive funds to do it SPAZIO ARA.

CROWDFUNDING and VOTING Talent receives funds on the platform from users who want to fund the project.

COMMUNITY SELECTION Talent receives the notification of the final selection.

MEET AND GREET

Talent move to SPAZIO ARA in MIlanoSesto and he meet the team of ARA.

CO-DESIGN

Together with the team they start to adapt the project to the space and they select the recipes and the modality to serve the dishes together.

LAUNCH EVENT

Talent perform during the launch event together with the team of SPAZIO ARA to present the experience to the customer.

exciting KICKSTARTER APP

KICKSTARTER APP APP

magazine online

e-mail

SPAZIO ARA

e-mail

SPAZIO ARA Ritual room

SPAZIO ARA

disappointing

Digital touchpoint Physical touchpoint

/ Jennifer journey - crowdfunding

“A dish is a composition. Tastes are musical notes. Combining them and giving them space and rhythm creates a ‘musical masterpiece’ in the mouth. Dictated by a big drum, the guests ate little bites in a certain sequence. The penetrating deep sound of the drum creates an uncoscious inner rythm which is able to stimulate multiple senses at the same time.” / Marije Vogelzang, “Eating on the beat”

“A dish is a composition. Tastes are musical notes. Combining them and giving them space and rhythm creates a ‘musical masterpiece’ in the mouth. Dictated by a big drum, the guests ate little bites in a certain sequence. The penetrating deep sound of the drum creates an uncoscious inner rythm which is able to stimulate multiple senses at the same time.” / Marije Vogelzang, “Eating on the beat”

“A dish is a composition. Tastes are musical notes. Combining them and giving them space and rhythm creates a ‘musical masterpiece’ in the mouth. Dictated by a big drum, the guests ate little bites in a certain sequence. The penetrating deep sound of the drum creates an uncoscious inner rythm which is able to stimulate multiple senses at the same time.” / Marije Vogelzang, “Eating on the beat”

“A dish is a composition. Tastes are musical notes. Combining them and giving them space and rhythm creates a ‘musical masterpiece’ in the mouth. Dictated by a big drum, the guests ate little bites in a certain sequence. The penetrating deep sound of the drum creates an uncoscious inner rythm which is able to stimulate multiple senses at the same time.” / Marije Vogelzang, “Eating on the beat”

“A dish is a composition. Tastes are musical notes. Combining them and giving them space and rhythm creates a ‘musical masterpiece’ in the mouth. Dictated by a big drum, the guests ate little bites in a certain sequence. The penetrating deep sound of the drum creates an uncoscious inner rythm which is able to stimulate multiple senses at the same time.” / Marije Vogelzang, “Eating on the beat”

“A dish is a composition. Tastes are musical notes. Combining them and giving them space and rhythm creates a ‘musical masterpiece’ in the mouth. Dictated by a big drum, the guests ate little bites in a certain sequence. The penetrating deep sound of the drum creates an uncoscious inner rythm which is able to stimulate multiple senses at the same time.” / Marije Vogelzang, “Eating on the beat”

/ storyboards

/ launch event

0. Pre-service: Booking the event

ca. 3 months

1

TOUCHPOINTS

User sees the crowfunding is open, so decides to support his favourite talent through kickstarter and ARA App.

1.1

User checks the talent who won and decides to buy a ticket for the launch event through ARA App and Eventbrite.

/ launch event

I. Service: Accessing Spazio ARA

guest

ENTRANCE AREA

1 User arrives at Spazio Ara.

TOUCHPOINTS

2 User uses the ARA app to scan the ticket for the event at entrance.

/ launch event

II. Service: Hall visuals + entering Ritual Room

HALL WALL

scanning the ticket, people look around in the entrace, where they get a bit of context, 3 After see manifesto and elements of the exhibition on an interactive board.

4 Doors open and people are allowed to get in the Ritual Room.

TOUCHPOINTS

KEY-FRAME

/ launch event

III. Service: Meeting the talent in the Ritual Room

RITUAL ROOM

get in the Ritual Room, the environment is dark with dim lights.

5 People Talent waits in the room.

TOUCHPOINTS

KEY-FRAMES

introduces theirselves and encourages people to sit.

6 Talent People go towards the table and sit around it.

/ launch event

IV. Service: Ritual experience guided by the talent

are all sitting at the table, while the talent explains people 7 People what they have in front of them and what they have to do,

explaining the experience; people look at what they have in front of them while they discuss.

TOUCHPOINTS

gets curious about what he has to do and explores 8 User the food on the table, without eating it.

tells the band to start play the experimental music they 9 Talent previously designed together for the experience.

/ launch event

IV. Service: Ritual experience guided by the talent

10

While the music goes, the talent acts as a facilitator of the experience, explaining participants how and when to eat their bites; people look at each other with engagement.

TOUCHPOINTS

11

Once the experience is over the music stops, and people are done with the eating experience; they all have in front of them the empty “designed” plates, like a musical sheet.

12

People can take with them the musical sheet that was placed on the plate; doors open again and they discuss while they are leaving the room with the musical sheets in their hands.

/ launch event

VI. Service: Hall videos at the end of the experience

REMEMBER THE SYMBIOSIS OF FLAVOUR AND SOUND

HALL WALL

13 TOUCHPOINTS

KEY-FRAME

People are again at the entrance and doors are closed again behind them – the environment is dark.

On the screen it appears an explanation of what they just did and what was the value and meaning.

/ launch event

VII. Post-service: Leaving Spazio ARA

ENTRANCE AREA

the explanation is over, lights turn on and 14 Once people are free to leave Spazio ARA.

TOUCHPOINTS

15

Content related to the experience appears on ARA App. User is asked to give a feedback and rate the experience he had in Spazio ARA.

/ launch event

/ regular aperitivo

0. Pre-service: Voting menu options

1

TOUCHPOINTS

User receives a notification from ARA App, which just published the daily options for the menu; he is asked to show is preferences.

/ regular aperitivo

I. Service: Accessing Spazio ARA

ENTRANCE AREA

2 Later in the afternoon, user arrives at Spazio Ara on time for the Aperitivo.

TOUCHPOINTS

/ regular aperitivo

II. Service: Hall visuals + entering Ritual Room

HALL WALL

3 TOUCHPOINTS

KEY-FRAME

User sees manifesto and elements of the exhibition, such as the video of the previous launch event on the interactive screens; the sliding doors are closed. Whenever viewing time is over, users walk in the Ritual Room through the automatic sliding door.

/ regular aperitivo

III. Service: Login and sitting at the table

RITUAL ROOM

sits at the table, scan the login code on the interactive 4 User table in order to check in his presence at Spazio ARA,

TOUCHPOINTS

/ regular aperitivo

IV. Service: Ordering and order confirmation

makes selection from the smart tablet and receive 5 User payments detail and confirmation.

TOUCHPOINTS

tablet can be tucked away once the order is ready to 6 Smart be picked up at the bar counter.

/ regular aperitivo

V. Service: Picking up the food

COUNTER

7

User stands up and goes to the counter to receive his order from a member of the kitchen team.

8 TOUCHPOINTS

KEY-FRAME

Member of the kitchen team introduces drink and dish quickly and hands it to the user.

/ regular aperitivo

VI. Service: Enjoying Aperitivo experience

9

User gets curious about what he has to do and explores the food on the table, without eating it, while a particular kind of music is playing in the background.

TOUCHPOINTS

10

Listening to the music in a relaxed way, users get involved in this particular way of eating, discussing with engagement.

11

Once the user is done with the eating experience; he has in front of him the empty “designed” plate, like a musical sheet.

/ regular aperitivo

VII. Service: Bringing dirty dishes back

COUNTER

12 TOUCHPOINTS

User brings back dirty dishes to the counter and hands them to a member of the kitchen team.

/ regular aperitivo

VIII. Service: Hall videos at the end of the experience

HALL WALL

13 TOUCHPOINTS

KEY-FRAME

Users leave the Ritual Room with the musical sheets with them and have a little look at the video on the interactive screen, where explanation, meaning and values of the experience are explained.

/ regular aperitivo

IX. Post-service: Leaving Spazio ARA

ENTRANCE AREA

14 Users are free to leave Spazio ARA.

TOUCHPOINTS

checks ARA App and sees that recipes of that day 15 User have been revealed and saved in his library.

/ regular aperitivo

/ business plan

PROBLEM

SOLUTION

/ Food waste generated in the markets at the end of their work day / Food waste and energy loss related to the aperitif all-you-eat that is an all-you can-waste experience. / People’s unawareness of the potential of fruit and vegetable waste / General cultural shift represented nowadays as irresponsible consumerism / Growing uncertainty around resource security and supply in the future due to climate change / Rising energy costs which translate into higher prices of food and food-related services;

/ Buying discarded raw materials from vendors in markets for sustainable reuse / Reuse of leftovers from lunch or breakfast to create the food for the Aperitivo / Blend artistic disciplines and the food to design new ways to eat in order to empower people for more sustainable and responsible behaviours / Education shift towards more responsible practices and encouragement of daily habits which cause positive change in society. / Maximising the use of what’s already available and at close distance, rather than extracting new resources or cultivating extra plants and crops

EXISTING ALTERNATIVE

KEY METRICS

Recup association collection of the discarded raw material of the Milanese market in order to donate to the people that need it.

/ Number of visitors per launch event; / Number of daily customers / Number of active members of the digital community / Number of profiles on the APP / Number of talents taking part in the seasonal curation / Number of interested professional sides (chefs, mixologists, student interns)

UNIQUE VALUE PROPOSITION

Redesign the traditional idea of the aperitf using the power and the value of different artistic disciplines, to create installations which are able to promote a shift towards a more responsible and sustainable food consumption, through the exploration and transformation of discarded raw materials into ever-changing cocktails and dishes.

CUSTOMER SEGMENT

The interconnection between an engaging artistic activity and eating experience which translates into a new typology of service that is not found in the present market.

/ People with sustainable habits / Residents of MilanoSesto / Visitors of Art venues / Visitors of Milan / People from the city center / Digital native individuals / Chefs and mixologists / International guests of Milanese Design and Fashion related fairs

HIGH-LEVEL CONCEPT SPAZIO ARA is also an incubator for young talents.

Students, eating designers, chefs and mixologists develop new skills and visibility for young professionals in the world of hospitality and food design.

Talents are supported by users to create events.

COST STRUCTURE

FIXED COSTS: / Company creation consultancy / Licences / Renting fair / Appliances

UNFAIR ADVANTAGE

CHANNELS

Inbound / Digital or interactive ways of doing marketing and triggering user engagement / SPAZIO ARA platform / Social media / Video channel / Press conferences Outbound / old-style like putting newspapers in the mailbox, print advertising, no two-sided conversation

REVENUE STREAM

/ Interior and technology / General expenses / Software DB and Query / Application and platform / Chef + Mixologist

/ Students/apprentices VARIABLE COSTS: / Marketing and advertising / Raw materials / Event management / Press office / Logistics

/ Aperitifs / Launch events - higher rates with a minimum constant and variable added value depending on the talent

/ lean canvas

Milan and nearby area.

/ potential market

Milan and nearby area.

18-64 years old.

/ potential market

Milan and nearby area.

18-64 years old. = 852.201 people. / potential market

Milan and nearby area.

18-64 years old. = 852.201 people.

89%

Aperitivo at least once every three months

/ potential market

Milan and nearby area.

18-64 years old.

Aperitivo in nice = 852.201 people.aesthetic places

89%

Aperitivo at least once every three months

62%

/ potential market

Milan and nearby area.

18-64 years old.

Aperitivo in nice = 852.201 people.aesthetic places

62% 89% 40% Aperitivo at least once every three months

Preference for no-buffet

/ potential market

Milan and nearby area.

18-64 years old.

Importance Aperitivo in nice of good-quality = 852.201 people.aesthetic places

71,8% 62% 89% 40% Aperitivo at least once every three months

Preference for no-buffet

/ potential market

Milan and nearby area.

18-64 years old.

Importance Aperitivo in nice of good-quality = 852.201 people.aesthetic places

71,8% 62% 89% 40% 41,6% Aperitivo at least once every three months

Preference for no-buffet Buy and consume

for ethical reasons / potential market

Milan and nearby area.

18-64 years old.

Importance Oriented towards Aperitivo in nice of good-quality = 852.201 people.innovation and aesthetic places

71,8%35,6% 62% 89% 40% 41,6%

experimentation

Aperitivo at least once every three months

Preference for no-buffet Buy and consume

for ethical reasons / potential market

Milan and nearby area.

18-64 years old.

Importance Oriented towards Aperitivo in nice of good-quality = 852.201 people.innovation and aesthetic places

71,8%35,6% 62% 89% 40% 82,3% 41,6%

experimentation

Aperitivo at least Willing toonce comeevery to three Sesto for months the Aperitivo

Preference for no-buffet Buy and consume

for ethical reasons / potential market

Milan and nearby area.

18-64 years old.

Importance Oriented towards Aperitivo in nice of good-quality = 852.201 people.innovation and aesthetic places

71,8%35,6% 62% 16.460 people.

89% 40% 82,3% 41,6% experimentation

Aperitivo at least Willing toonce comeevery to three Sesto for months the Aperitivo

Preference for no-buffet Buy and consume

for ethical reasons / potential market

3€ 6€

Regular Aperitivo Launch event / variable cost unit per person

30% / food cost

11€ 26€

Regular Aperitivo Launch event / price definition

€ 102.926,1 / initial investment: year 0

fixed + variable costs / initial investment: year 0 + 1

fixed + variable costs / initial investment: year 0 + 1

€ 410.001,08 / initial investment: year 0 + 1

50.617 aperitifs. / quantity of break even: year 0 + 1

170 aperitifs per day. ~ / quantity of break even: year 0 + 1

54.450 aperitifs.

720 tickets. / estimated (18%) revenues: year 4

150.000 € 120.000 € 90.000 € 60.000 € 30.000 € 0€ -30.000 € -60.000 € -90.000 € -120.000 €

6 months

Year 1

Year 2

Year 3

Year 4

/ cash flows

CASH FLOWS

ACCUMULATED CASH FLOWS

6 months

-€102.926,1

-€102.926,1

Year 1

€19.660,02

-€83.266,08

Year 2

€46.219,02

-€37.047,06

Year 3

€65.043,04

€27.995,98

Year 4

€102.245,02

€148.241

/ cash flows

CASH FLOWS

ACCUMULATED CASH FLOWS

6 months

-€102.926,1

-€102.926,1

Year 1

€19.660,02

-€83.266,08

Year 2

€46.219,02

-€37.047,06

Year 3

€65.043,04

€27.995,98

Year 4

€102.245,02

€148.241

/ pay back time

150.000 € 120.000 € 90.000 € 60.000 € 30.000 € 0€ -30.000 € -60.000 € -90.000 € -120.000 €

6 months

Year 1

Year 2

Year 3

Year 4

/ pay back period

2 years and 7 months. / pay back period

/ Implementation roadmap

2025

2026

2027

2028

Initial investment Fundings are invested before opening ARA

Partnerships / Local Universities / Academia / Campari / Etc.

Opening Spazio ARA open to public 1st phase recruiting Students and talents are been rectruited and selected from the ARA Team

2029

2030

2031

International collaborations / Recruiting from European and non-European countries / Special guests and renowened talens in the field

Establishing community / Start of digital community / Occasional crowd-funding / Bits of co-creation Cargo bike delivery Sustainable mandriven logistic system

Software development / database creation / platform/app creation

SPAZIO ARA

USER

LOGISTIC

TECHNOLOGY

2033

2034

2035

Active user-engagement / Est. digital community / Crowd-funding support / Active co-creation and participation

Autonomous delivery Autonomous vehicles logistic system Electric delivery Man-driven electric truck logistic system

Software improvement / enriched recipes DB / improved food quality check / improved inventory system

2032

Increased participation of tech in events / tech-driven experiences / new food preparation metholodogies

/ Implementation roadmap

/ thank you /