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bookletfirstpart.pdf

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Italian Job Once  in  Milan...

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bookletfirstpart.pdf

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Italian Job Once  in  Milan...

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Judit Boros - Yaprak Büyükteoman - Giselle Chajín - Elisabetta De Berti - Giray Kırmızı Product Service System Design - Politecnico di Milano

Final Synthesis Studio - 2nd semester 2011 Professors: Beatrice Villari - Paolo Landoni - Michele Zini - Alessandro Confalonieri Assistants: Chiara Torti, Sara Quagliani, Marzia Mortati, Alice Bazzano January 2012

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Index

Section 1 RESEARCH

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. Introduction ...................................4 .Scenario Building ..........................5 . Case Studies ...................................6 . Setting up the concept .................7 .” What if” .........................................8

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Section 2 SERVICE EXPLANATION

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. . . . . . . .

Service description ...................10 Offering Map ...............................11 Main Actors of the System .....12 Artisan’s Network Map ...........13 Selected Artisans .....................14 System Map ...............................15 StoryBoard .................................16 Blueprint*

Section 3 TOUCHPOINTS . Table of Touchpoints .....................19 . Visual Identity .................................20 . Website ..............................................21 . Envelope ............................................23 . Envelope-details .............................24 . Application ......................................26 . Packaging & receipt .......................27 . Advertisement .................................28 . Promocard & business card .........29

Section 4 BUSINESS PART . Business Model Canvas ..................31 . Budget Calculations .......................32

(attached at the end)

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Chapter 1 C

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Research General Research about Milan Scenario Building Case Studies Setting up the context

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Introduction

General Research about Milan Milan is the second-largest city in Italy and the capital city of the region of Lombardy and of the province of Milan. The city has a population of about 1.3 million. The growth of many suburbs and satellite settlements around the city followed with the great economic boom of the 60s . It has been known that the Milan metropolitan, the area of Europe with the highest population and industrial density.

1st

In Milan, the average spending of foreign tourists is higher than other major Italian destinations in growth. However, the average stay of foreigners in the city is lower than all the cities analized.

118 â‚Ź

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highest amount of daily spending by person

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2nd

biggest

Tourism activity in Italy

Milan is one of the European Union's most important tourist destinations, also being the 7th best city in Europe in terms of touristic reputation, attractions and branding; with 1.902 million arrivals in 2007 and 1.914 million in 2008, it places itself 42nd and 52nd respectively, most visited city in the world.

(1st : Rome)

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Milano is the economical capital in Italy with 30.000.000 foreign visitors every year, arriving into the different airports. Majority of this visitors are related to the business atmosphere. Observing the city of Milano we noticed that it is the italian business capital with more than 4,5 million of travellers coming only for Rho Fiera every year. Many business people come to Milan, for company meetings, exhibitions, product launchings and more... At the same time Milano is a city full of history and traditions, where artisans and craft people still produce things in a classical way. Unfortunately, in most of the cases, this craftmanship tradition remains unknown by the turists, since they are oppressed by the high fashion industry.

# of person

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1

money

$

2

According to a particular source, 56% of international visitors to Milan are from Europe, while 44% of the city's tourists are Italian, and 56% are from abroad. most of the visitors who come from the USA to the city go on business matters, while Chinese and Japanese tourists mainly take up the leisure segment.

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Scenario Building Milan tourist flow very dramatically changes through the year depending on the season. As August is the month when the city is empty, september, the period of the fashion week the most crowded season of the city.

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n so ive a s Se en t In

40 20 jan

feb

mar

apr

may

jun

jul

aug

%75

of the tourists stay in

5*

1-2*

HOTELS

sep

oct

nov

dec

and 58% in

3*

highest season:

September ....

FASHION?

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The average stay for a tourist in the city is of 3.43 nights, while foreigners stay for longer periods of time, 77% of which stay for a 2–5 night average. Of the 75% of visitors staying in hotels, 4-star ones are the most popular (47%), while 5-stars, or less than 3-stars represent 11% and 15% of the charts respectively.

4*

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-Business man time-

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TECHNOLOGY

SOCIAL

DESTINATIONS

INFORMATION

1. Virtual tourism 2. Augmented reality 3. Commercialised space travel 4. “Claytronics” 5. Clean travel

work

leisure

TRENDS

1. Dark tourism: explore the once forbidden 2 Extinct sites 3. Eco-paradises 4. Immerse travel

1. Traveler demographics 2. Mentality changes 3. The Newest Nomads 4. “Solastalgia” 5. Unplugged tourism 6. The Ageless Society

1. Stay connected 2. Travel agency = you + your network 3. Info devices

sources:

- ll posizionamento di Milano rispetto alle grandi destinazioni concorrenti in europa (Fondazione Università IULM research for Camera di Commercio di Milano) - www.comune.milano.it - www.turismo.milano.it -www.trendwatching.com

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Case Studies Communicaid-cross cultural courses//LONDON Switzerland Trains //le salon de luxe A dynamic environment for clinching a deal! Fully equipped and perfectly prepared! With the Salon de Luxe you won’t have any trouble making a good impression: conferences make rapid progress, presentations are on the right track from the beginning – and you arrive swiftly at your intended destination. Look forward to a meeting in a special environment: inviting armchairs, fitted carpets, spacious conference tables and comfortable couches provide a perfect setting in which to give your ideas free rein, and then relax over a surprise lunch.

Corporate and public organisations now operate on a global scale. Whether it be via an international assignment, participating in a global team or working with an overseas client, colleague or supplier, interaction with people from different cultures is now an everyday occurrence. The lack of cultural awareness preparation has many levels of impact - from an embarrassing moment to a breakdown in inter-company communication to a lost deal or accord. The price of inadequate cultural awareness is easily avoided by attending one of Communicaid’s culture training programmes, such as; Cross-cultural Awareness Cross-cultural Communication Cultural Diversity Training Cultural Sensitivity Training Cultural Training London Culture Training

Intercultural Courses Intercultural Communication Intercultural Training Intercultural Awareness

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Business travel services //OMAN

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Business Traveller magazine // www.businesstraveller.com Business Traveller is the leading magazine for the frequent business traveller, with ten editions worldwide. It is a consumer publication, aimed at entertaining corporate travellers, saving them money and making their travelling life easier. We look at destinations - where to stay, what to eat, what to see, and how to behave. Lastly, we don't forget that frequent corporate travellers are often the most frequent leisure travellers, so we examine where to escape on your next break and what to do if you are lucky enough to get time off when travelling on business. We can also use this expertise to produced first-class editorial insights wherever we need to report.

The company provides corporate clients with the most effective & efficient travel solutions under one roof. Providing intense planned easy traveling, the company serves for business people with variety. ƌ /ɄƎɄ..$./Ʉ -1$ ɄƧ#')Ʉ *0)" ƨ ƌ$-+*-/Ʉ-).! -.Ʉ ƌ.Ʉ!*-Ʉ/# Ʉ#*/ '.ƇɄ0./*( -Ʉ)Ʉ. ' /Ʉ/# Ʉ#*/ 'Ʉ(*)"Ʉ/# Ʉ. 1 -'Ʉ*) .Ʉ!-*(Ʉ the website. Company deals with all the reservation process. ƌ# Ʉ'./Ʉ*) Ʉ$.Ʉ 30-.$*).ƇɄ'/#*0"#Ʉ0./*( -.Ʉ($)Ʉ$(Ʉ$.Ʉ/*Ʉ(& Ʉ0.$ness, the company has prepared excursion packets with a defined duration. Lunch in these cases included the trip duration.

SAT china - business/shopping translators//SHANGHAI

SAT China translator interpreter company is offering not only language support but also the lifecoaching to the foreign people who are coming to China. They offer factory visit guides & interpreter, trade fair translators, shopping assistants, car transfers, travel and visa assistants, personal tour guides and so on. They can provide translators for other languages such as german, spanish, italian, russian. Some of their interpreters are have English, Business, Foreign Trade or even Law background in either Bachelor or Master Degree and they have very good language foundation and excellent oral expressive ability of both Mandarin and English ( several of our business interpreters having abroad education background.)

Shanghai English-speaking Personal Tour Guide, China Travel Visa Assistant, Business Interpreter/ Translator Service

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Setting up the Context

TAILOR

Milan’s business travellers’ expectations As Italy’s banking sector consolidates and mergers flourish, Europe’s financial power brokers are passing through Milan with increasing regularity, affording ample opportunity to taste the city’s famed risotto and veal cutlet in their company.

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BUSINESS TRAVELLING

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BARBER’S SHOP

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WINERY

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Milan as well as whole Italy, has an really solid and traditional craft business, but sometimes it could be hidden in the city for the largest or luxurious brands, specially from foreign people.

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Milan also has a big potential of business travellers who are interested in unique values Milan can offer. Nonetheless, this profile of people doesn’t have the time or information to search for and find these places.

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What if we could offer a unique and traditional Milanese experience to business travellers? C

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Chapter 2

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Explaining the Service Service description Offering Map Main Actors of the System Artisan’s Network Map Selected Artisans System Map StoryBoard Blueprint

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Service Description Italian Job is a service that gives visibility and accesibility to existent small practices for people who come to Milan and are interested in making things in a classical way.The Italian Job is a service providing unique leisure experience for business travelers using the already existing craftspeople of the Milan city.

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the artisans of Milano are directly connected to

By creating easy access, clear information and packed solutions, this service both proposes a new definition for using hand-craft services and gives the independent practices the possibility to be in a network, having a more corporate branding and providing international visibility.

the business travellers

The main focus user of the service is self-employed individuals, group of travelers or corporate guests of companies located in Milan.

who receive a unique experience packaged and customized

The main offer is about typical handcrafted products such as tailored made suits and shirts, leather goods and accessories. The customers can enter our web platform and decide how to customize their own package, depending on their needs, time and amount of money they want to spend. In this way the experience is totally customizable and can be tailored in a different way for every user.

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The Italian Job creates a network that unifies selected artisans by giving them the possibility to get added value to their products, becoming part of a network of excellence. They will also gain new selected customers and automatically their products will be known abroad.

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The users get involved with the service through printed and web publicity, customize their experience with the help of pre-packed combinations or online selections. Then directed to the stores by using the smartphone application . Upon the visit the user also will be able to rate, comment and share about the service and can be helped about their possible problems of the product or the service. In conclusion, the Italian Job, in terms of using the technology, providing customizable alternatives and combining with the corporate fidelity brings a new and unique meaning to the process of enjoying Italian crafts.

services provided by * sartorias * barber shops * leather artisanals * hat makers * shoe makers

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Offering Map Italian Job Once  in  Milan...

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SERVICE MAIN OFFER

SECONDARY OFFER

CUSTOMIZED CRAFTS EXPERIENCE FOR BUSINESS TRAVELLERS

HANDMADE CORPORATE GIFT PACKAGES

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Raffinato 900€

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WOMAN

Magico 120€

Artistico 55€

Incantevole 250€

Prezioso

Tie+Shirt +Suit

Tie +Shirt

Shave +Haircut

Belt +Wallet

Customized

Bag +Shoe

Ballerina +Hat

Hairdo

Belt +Purse

Customized

ƌ*-+*-/ ɄŨ '$/4Ʉ!*-Ʉ*0/$,0 Ʉ 3+ -$ ) ƌ ' /$*)Ʉ*-Ʉ0./*($5/$*)Ʉ*+/$*).

ƌ '$1 -4 ƌ-&$)"

ƌ*)1 )$ ) Ʉ&" . ƌ0/Ʉ*!Ʉ*-$)-4Ʉ"$!/ ƌ Ʉ1'0 Ʉ!*-Ʉ*(+)4Ɩ.Ʉ corporate image

VISIBILITY AND EASY ACCESS FOR CRAFTSHOPS ƌ-)Ʉ$(" ƌ *- Ʉ0./*( -. ƌ /2*-& ƌ ƌ )/ -)/$*)'Ʉ1$.$$'$/4

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Main Actors of the System Final User DESCRIPTION Business man who works abroad for a multinational company based in Milan . He/she comes to Milan for a business meeting or for a co-operated project. Even if the main target of Italian Job service buyer is companies, business travelers are always the final user.

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BENEFITS - Get the best Milanese experience, without making effort to seek for it - Choose the experience from an interactive platform, easy and interactive to use - Have the possibilty to get Milano in pills - Access to a time saving and hyper-tailored service - Have customizable products, concearning their unique needs - Bring back home not only a product but also an intangible knowledge: a little treasure of memories - Have moments of relax and leasure during the business travel

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Agents

Agents are the human power of the service. Since the service is more human-touch based, agents are our mediator, presenter, seller and dealer of the service for the corporates and artisan community. They made presentations for corporates to promote the service, as well as dealing and standardized the quality of products with artisans.

Network

ARTISANS

DESCRIPTION Milanese traditional shops that works with high quality materials and would like to improve their marketing strategies as well as their business model. BENEFITS - Gain new selected customers - Be part of a network of excellence - Obtain visibility in foreign countries - Improve brand image and product identity - Have access to a user-friendly platform - Have added value to their products

-Roles-

ƌ( $/*-Ƥ. -1$ Ʉ+-*1$ ƌ*-+*-/ .Ʉ2$/#Ʉ-/$.). ƌ!$'$// Ʉ*-+*-/ Ʉ+- . )//$*). ƌ+ -!*-($)"Ʉ"- ( )/.Ʉ2$/#Ʉ-/$.).

-Qualities-

ƌ**Ʉ*((0)$/*��' .Ʉ$'$/4 ƌ (+-*1$. Ʉ+-*' (Ʉ.*'1 ƌ- . )/'

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Artisans’ Network Map

*

Italian Job has selected the most experienced, antique and qualified Artisans and make them participated in our network.

/ Nicky Milano / Bigi Cravatte

Most of them are in the historical center of Milan which provide easy location to reach for the customers.

/ Gianni Mura

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/ Sartoria di Milano Acquadimare

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/ Cappelleria Mutinelli

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/ Cappelleria Melegari

/ Antica sartoria San Gregorio

/ Antica Barbieria Colla / La Prima Milano / Parrucchiere Antonio / I Vigentini

/ Pelletteria Travi / L’ Artigiano di Brera / Fontana Milano

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Selected Artisans Antica Sartoria San Gregorio Via San Gregorio 27 Milano t. 02 29419047 Suits, coats, shirts, ties Since 1955

Nicky Milano Via Fioravanti 32 Milano t. 02 33600862 www.nicky-cravatte.it Ties since 1920

Parrucchiere Antonio Via Fioravanti 32 Milano t. 02 876825 www.parrucchiereantonio.com Shave and cut since 1965

Bigi Cravatte Milano V.le G.Visconti 16 Milano t. 02 89408503 www.bigicravatte.it Ties since 1938

Cappelleria Mutinelli C.so Buenos Aires 5 Milano t. 02 29523594 www.mutinellicappellimilano.com Hats, gloves, umbrellas since 1888

I Vigentini Via Beatrice d’Este 49 Milano t. 02 58300369 www.ivigentini.com Since 1968

Cappelleria Melegari Via Meravigli 16 Milano t. 02 72000088 www.cappelleriamelegari.com Hats, gloves, umbrellas since 1914

Antica Barbieria Colla Via Morone 3 Milano t. 02 874312 www.anticabarbieriacolla.it Shave and hair cut since 1904

L’ Artigiano di Brera Via Solferino 1 Milano t. 02 80581910 www.lartigianodibrera.com Hand made shoes since 40 years

Sartoria di Milano Acquadimare Via Sangallo 45 Milano t. 02 730282 www.sartoriadimilano.it Suits, shirts, ties since 1949

La Prima Milano Via G.Verdi 2 Milano t. 02 76000708 www.laprimamilano.it Hairstyiling and make up

Gianni Mura Milano Via Torino 54 Milano t. 02 72010618 www. giannimura.it Ties, shirts, accessories since 2000

Fontana Milano 1915 via Trebbia 26 Milano t. 02 5403021 www.fontanamilano1915.com Leather goods since 1915

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Pelletteria Travi C.so di Porta Ticinese 30 Milano t. 02 89404202 Artisanal leather craft Since 15 years

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System Map actors Individual business travellers who come to Milan mainly for corporate visiting, fairs or business meetings. They are the final users of the system

corporate

business traveler

Agents make presentations for corporates to promote the service, as well as dealing and standardized the products with artisans

brochure packs

Craftspeople are the ones producing the high quality, handmade products. They are interacting with the service mainly by agents and online based devices. C

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cargo service

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elements

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If the product needs time to be made, our partner cargo company is taking the product from artisanshop and delivering to the customer address. The process can be tracked by the customer using interactive touchpoints. Website and application. For information, customization of packs, buying a pack, tracking delivery, tracking the store and feedback

interactive touchpoints

customer assistance

agents

interactive touchpoints

%90 of each order

monthly

brochure, packagings stickers

fee

customer assistance

italian job experience/ product pack as an envelope individuals or corporates buy the envelopes. 90% of the each order’s money goes to artisan. Artisans also pay monthly fee to be the part of the community.

artisan community info flow material flow cash flow

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Storyboard: Raffinato experience 15/03/2012

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Italian Job agents get in touch with Eni corporate in Milano and promote some packages options.

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26/03/2012 - 3 pm

22/03/2012

Eni buys a set of packages as gift for important employees. Purchase was done through call center.

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Mr Kirmizi is a top manager of Eni working in Turkey and during one of his business travels to Milano he is thought to get a Raffinato package as promotion and gift.

As soon as Mr Kirmizi arrives in Milan, Eni Italia gives him the envelope of the Raffinato package: custom-made suit, shirt and tie

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26/03/2012 - 3.35 pm

The envelope contains all information about the tailor’s shop, how to get there and the QR code to install the application on a smartphone.

26/03/2012 - 3.45 pm

Appointment is booked in Sartoria Acquadimare by calling directly the artisan. By Mr Kirmizi or by Eni Italia.

26/03/2012 - 4 pm

Mr Kirmizi installs Italian Job application on his smart phone through the QR code.

28/03/2012 5.30 pm

Using the indications provided Mr Kirmizi reaches Sartoria Acquadimare easily. By following application tips he gets a taxi to the place.

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28/03/2012 5.35 pm

28/03/2012 5.40 pm

28/03/2012 5.50 pm

28/03/2012 6 pm

Italian Job Once  in  Milan... Once  in  Milan...

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Mr Kirmizi meets the artisan. The Artisan,Roberto is welcoming him and Mr Kirmizi can experience the artisan’s shop.

Mr Kirmizi is shown the models. He can feel the high quality of the production. Roberto helps him to choose what is the best for his look.

Measure taking: Roberto takes measures of Mr Kirmizi to make the best custom made suit and shirt. Everything is done precisely.

Marterial picking: Roberto helps Mr Kirmizi to choose the best fabric to match with the selected model. All the details are defined.

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28/03/2012 6.10 pm

After everything has been defined Roberto gives Mr Kirmizi the reciept. The suit will be ready in 3 weeks and delivered to Mr Kirmizi address.

09/04/2012 11 am

After some time, when suit is ready, it is packed and sent to Mr Kirmizi address.

11/04/2012 11.10 am

Mr Kirmizi recieves the package and he’s proud of his new artisanal suit.

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Chapter 3

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Development of Touchpoints Touchpoints Visual Identity Website Envelope Packages Information Application Receipt Packaging Advertisement items

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Touchpoints SERVICE PERIODS TOUCH POINTS

attract attention

inform

use

support

maintain

pop website call center C

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envelope

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application

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stores final package printed media

The service period is divided into five. First part is about how to attract attention, more about taking the first flashing attention. Second part is to inform the potential customer about the packs, and the service system. Third is the touchpoints while the active usage of service. Support is for secondary needs, whereas maintain is more for feedback and post-service perieod

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Visual Identity Colours

Italian Job

Textures

Once  in  Milan...

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Italian Job Once  in  Milan...

Raffinato

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12:34 PM

Italian Job

Once in Milan... (+39) 02 0000000 http://www.italianjob.com

Experience “La Dolce Vita”

Italian Job Once  in  Milan...

sign in read QR code

Let us help you to discover Milano’s hidden treasures. Our network of sartorias, barbers and artisans welcome you.

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bookletA3F_2ndpart.pdf

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Website

1 Packages

Artisans

Stories

Italian Job

login Gallery

About  us

   sign  up

2 Packages

About  Milano

Artisans

Italian Job

Stories

Experience “La Dolce Vita” Let us help you to discover Milano’s hidden treasures. Our network of sartorias, barbers and artisans welcomes you. learn more

Raffinato

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Incantevole

Magico

Gallery

About  us

   sign  up About  Milano

Once  in  Milan...

Once  in  Milan...

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login

Artistico

A Buone Mani package entitles you to a carefully selected range of Italian products all hand-crafted and custom made.

The package contains ~ voucher ~ guidelines

A suit tailored for you, shoes measured for your feet...or a traditional shave and haircut, you will have all access and information.

When buying a package, activate the code of your purchase with the Buoni Mani smartphone app that will connect you directly to the artisan before, during and after the experience. download app

Raffinato

Prezioso

Incantevole

Magico

Artistico

Prezioso

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Shopping  

Delivery  

Support  

PhoneApp  

   Contact  

Shopping  

About

Delivery  

Support  

MobileApp  

   Contact  

About

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3 Packages

Artisans

Stories

Italian Job

login Gallery

About  us

   sign  up About  Milano

Once  in  Milan...

When buying a package, activate the code of your purchase with the Buoni Mani smartphone app that will connect you directly to the artisan before, during and after the experience. download app

Shopping  

Delivery  

Support  

PhoneApp  

Stories

Gallery

About  us

   sign  up About  Milano

Artistico

A suit tailored for you, shoes measured for your feet...or a traditional shave and haircut, you will have all access and information.

Magico

Artisans

login

The Gentlemen’s package

The package contains ~ voucher ~ guidelines

Incantevole

Packages

Italian Job Once  in  Milan...

A Buone Mani package entitles you to a carefully selected range of Italian products - all hand-crafted and custom made.

Raffinato

4

Artistico

Prezioso

Ladies Gentleman    Contact  

Have you ever wondered how a custom made suit would look on you? We can tell you - it doesn’t look no other. We are guiding you to Milan’s best artisans who will create your suite and a matching shirt tailored for no one else but see details you.

Custom-made suit with shirt

The tie is our gift for you

Meet your artisans

Get your first-hand insights into one of the most famous milanese sartorias. Buy  the  package  as  a  gift Buy  the  package  for  yourself

About

Shopping  

Delivery  

Support  

PhoneApp  

   Contact  

About

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bookletA3F_2ndpart.pdf

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5 Packages

Artisans

Stories

Italian Job

login Gallery

About  us

   sign  up About  Milano

Once  in  Milan...

Artistico The  Gentlemen’s  package Contains: ~ custom made suit ~ custom made shirt ~ hand made tie

The website is our main purchase and information channel for individual travelers. In the Italian Job website you can see the mood of our service reflected in the pictures of the artisans and their shops. Also in the home page you can easily see the packages which are the "containers" of our experience. The packages are represented with pictures of the main Milanese monuments. This is one example of the process of buying an experience packet online.

Artisan: Sartoria Acqua di Mare

Custom-made suit with shirt

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The tie is our gift for you

Get your first-hand insights into one of the most famous milanese sartorias.

Meet your artisans

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Buy  the  package  as  a  gift

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Buy  the  package  for  yourself

CM

Shopping  

Delivery  

Support  

PhoneApp  

   Contact  

About

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7 Packages

CY

Artisans

Stories

Italian Job

Giray  Kirmizi,  Hello Gallery

About  us

About  Milano

Once  in  Milan... CMY

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6 Packages

Artisans

Stories

Italian Job

login Gallery

About  us

   sign  up

Complimenti!

Artisan: Sartoria Acqua di Mare

30 January 2012

Customer Information e-mail address:

-----@-----.----

phone number:

+00 000 000 0000

in Sartoria Aqua di Mare

delivery address: save my address: send receipt to:

900€

visiting date&time:

delivery address dd/mm/yyyy at 00:00

change

the confirmation e-mail has been sent to ‘giraykirmizi@gmail.com’ Shopping  

Payment

Delivery  

to download the application that will lead you to the artisan please use the QR code or download from here Support  

PhoneApp  

   Contact  

would you like to have another pack? Please  check our exclusive craftspacks. About

I accept the TERMS and CONDITIONS security code/expiry date:

select payment type: credit card

card type:

card holder’s name:

visa

card number:

Shopping  

Artistico

at 11:00 am

first name: last name:

The  Gentlemen’s  package Contains: ~ custom made suit ~ custom made shirt ~ hand made tie

‘Artistico Gentlemen’ pack for

About  Milano

Once  in  Milan...

Artistico

You have just bought the

Delivery  

confirm payment

Support  

PhoneApp  

   Contact  

About

22


bookletA3F_2ndpart.pdf

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Envelope 140 mm 9 mm

Italian Job is a network of 15 handcrafts shops in Milan that work together in oder to provide you a traditional Milanese Artisan experience. Once you are in Milan, you will enjoy by yourself the quality of their products/job.

128 mm Thank you for buying Your opinion is important

When you buy “Raffinato” package, you will get:

for us

- Suit - Shirt - Tie

(+39) 02 0000000 http://www.italianjob.com

They will be made specially for you, by one of our professional Milanese artisans.

Raffinato

* You will need to book to go the shop and have your messures taken.

140 mm

C

Raffinato Incantevole

Magico

for us Your opinion is important

Italian Job is a network of 15 handcrafts shops in Milan that work together in oder to provide you a traditional Milanese Artisan experience. Once you are in Milan, you will enjoy by yourself the quality of their products/job.

Thank you for buying

K

When you buy “Raffinato” package, you will get:

CMY

(+39) 02 0000000

CY

http://www.italianjob.com

MY

- Suit - Shirt - Tie

CM

After a company or a regular client buy one of our packages from either the agents or the POP store, the envelopes become a physical evidence of their purchase. Inside it can be found 2 cards, one with the artisan's picture in the front and in the back the information of the place and the QRCode. The other card will give the information referred to the zone where the artisan's shop is located. The package's names are inspired by the main monuments in Milan, translating their mood into the sensation that they reflect. That was we came up with "Raffinato" as Galleria Vittorio Emmanuelle II, "Incantevole" as Castello Sforzesco, "Magico" as Teatro alla Scalla, "Artistico" as Pinacoteca di Brera and "Prezioso" as Duomo.

They will be made specially for you, by one of our professional Milanese artisans.

Y

* You will need to book to go the shop and have your messures taken.

M

Prezioso

130 mm

Artistico

23


bookletA3F_2ndpart.pdf

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“Raffinato” Package Information

Dear Client

Smartphone App

Sartoria Aqua di Mare is an authentic Milanese tailor shop, that is open to the public since 1949 and originally know as

Once you go there, we suggest you to visit:

Carimi.

Sartoria Aqua di Mare

His founder Rizzotti Casimiro is a Sicilian tailor who started to work as a taylor at the age of 6 and at 18 became partner of the shop.

Via Sangallo, 45

In 1948 he moves to northern Italy in the

Dear Client

Città Studi - Milano Tel: 02.730.282

postwar period and he started his own business. Currently his son is guiding his father’s

- The central campus of one of the most important Milanese universities: Politecnico di Milano - Campus Leonardot - Università degli Studi di Milano or Statale, the biggest university in the Lombardy region, situated whe once was the Major Hospital.

Closest metro station - Piola Taxi Number: 024040

- Blender Aperitivo at night in Piazale Sussa

legacy. And in you visit Sartoria Aquadimare C

M

Italian Job - Once in Milan... (+39) 02 0000000 http://www.italianjob.com

Italian Job - Once in Milan... (+39) 02 0000000 http://www.italianjob.com

Y

CM

MY

CY

CMY

K

“Incantevole” Package Information

Smartphone App

Dear Client Pelleteria Travi is an authentic Milanese leather shop that is located in the historical Milanese center. It is in front of Saint Lorenzo colums. Pelleteria Travi offers exclusive artisan crafts since 15 years, bags, belts and wallets are made with only high quality italian materials.

Dear Client Once you go there, we suggest you to visit:

Pelleteria Travi C.so di Porta Ticinese 30

Milano tel. 0289404202

- The Colonne di San Lorenzo, the best-known Roman ruin in Milan. It is located in front of the Basilica of San Lorenzo. It is a square with a row of columns on either side, which were taken from a temple or public bath house dating from the 2nd century. - At night you could also go to Piazza della Vetra to try one the traditional milanese

Closest metro station - Missori - Sant’Ambroggio Taxi Number: 024040

aperitivo ItalianJob - Once in Milan... (+39) 02 0000000 http://www.italianjob.com

Italian Job - Once in Milan... (+39) 02 0000000 http://www.italianjob.com

24


bookletA3F_2ndpart.pdf

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“Artistico” Package Information PARRUCCHIERE ANTONIO

Dear Client

Smartphone App

Dear Client Once you go there, we suggest you to visit:

Parrucchiere

Antonio

is

an

authentic

Milanese tailor shop, that is open to the public since 1965. In his shop you can find a photografic collection called “Parrucchiere dal mondo” that means “Woldwide Hairdresser”. Hundreds of pictures from different dates

- The Sforzesco Castle, one of the most Parrucchiere Antonio

famous monuments in Milan, has seen long

Closest metro station

via Rovello, 18

historical vicissitudes during the past years. It was demolished, then rebuilt several times, embellished and restored to become a

- Cairoli

20121 - Milano Tel. 02 876825

showing hairdressers from different countries. This collection was made thanks to the help of his clients. C

M

symbol of both happy and dramatic events that are to be found in the historical

Taxi Number: 024040

background of the city. - Parco Sempione ("Simplon Park") is a large city park in Milan, Italy. Established in 1888. Italian Job - Once in Milan... (+39) 02 0000000 http://www.italianjob.com

Italian Job - Once in Milan... (+39) 02 0000000 http://www.italianjob.com

Y

CM

MY

CY

CMY

K

“Magico”Package Information

Dear Client

Smartphone App

Once you go there, we suggest you to visit:

Gianni Mura is an artisan that was working in high couture for many years. In 2000 opens Gianni Mura Milano, a really special

Gianni Mura

place for all kind of traditional ties, made with high quality italian materials.

Via Torino, 54

It is located in the important via Torino, near Duomo.

Dear Client

20123 - Milano Tel. 02.7201.0618

- The Biblioteca Ambrosiana is a historic library in Milan, Italy, also housing the Pinacoteca Ambrosiana, the Ambrosian art gallery. - San Giorgio al Palazzo is a church founded around 750, and was modernized in Baroque style by Francesco Maria Richini in 1623. The

Closest metro station - Missori Taxi Number: 024040

façade, designed by Francesco Croce, was built in the 18th century. ItalianJob - Once in Milan... (+39) 02 0000000 http://www.italianjob.com

Italian Job - Once in Milan... (+39) 02 0000000 http://www.italianjob.com

25


bookletA3F_2ndpart.pdf

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11:28 PM

Application

italian job

TIM

12:34 PM

TIM

12:34 PM

TIM

12:34 PM

12:34 PM

TIM

Back

Italian Job

C

M

Once  in  Milan...

Y

CM

Italian Job Once  in  Milan...

12:35 PM

TIM

Hello Mr. Kirmizi

Back

TIM

Back

3BGmOBUP1BDL

12:35 PM

TIM

4BSUPSJB"RVBEJ.BSF

Map

Gps tracking

App Information Pack information

‘Raffinato’ experience

View my ‘raffinato’

Sartoria Aqua di Mare

App Information

05 February 2012 safari

New data will be pushed to your phone from the server. Don’t Allow OK

map change

Fetch The schedule below is used when push is off or for applications which do not support push. For better battery life, fetch less frequently.

Contact us

email

CY

Call us

sign in

CMY

About us

italian job

OFF

“Gmap” would like to use your current location

MY

Go Webstore

12:36 PM

The Directions

Contact us

email

K

read QR code Packs

Artisans

Location

News

1

Packs

Artisans

Locations

News

1

Get Directions

Smartphone application is to give instant information for the clients. It would help them to know more about the products, the artisans and also guide them around the city, in order to give them a unique experience in Milan. The client can download the application either with the QR code printed on the card or directly from the webpage after the purchase. After the experience, customers get a chance to track the production and delivery.

26


bookletA3F_2ndpart.pdf

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Packaging The hand-crafted packagings are made by milanese artisans. That enables to support the artisans’ network more; at the same time these exclusive packagings give extra value to our service as well as the artisans’s quality hand-made products.

Receipt The receipt is the client's "proof" after meeting in the artisanshop. In the receipt the client can find the personal data, and the also the time that the product will be delivered to the defined address.

C

M

Y

CM

MY

Mr. Giray Kirmizi

CY

CMY

Thank you for using our service

K

Your “Raffinato” will be ready in 3 weeks It will be delivered to: Talimhane cad. No 25-7 Beyoglu Istambul, Turkey Sartoria Aqua di Mare Via Sangallo, 45 Città Studi - Milano Tel: 02.730.282 Italian Job - Once in Milan... (+39) 02 0000000 http://www.italianjob.com

27


bookletA3F_2ndpart.pdf

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Advertisement Strategy Inside Hotel’s wardrobe

Interested in one Italian suit? Italian Job - Once in Milan...

C

(+39) 02 0000000

M

http://www.italianjob.com

Y

CM

Interested in one Italian suit?

MY

Italian Job- Once in Milan... (+39) 02 0000000 http://www.italianjob.com

CY

CMY

K

Back part of the airplane seat

As an advertisement strategy, Italian Job will use ‘Exclusive Guerrilla Marketing’ in a more sophisticated way. Since our core customers are business travelers, we defined the most catchy points for taking their attention. Italian job will place its publicity specifically plane of the starallience airlines and 4-5 stars ‘business’ hotel rooms .

28


bookletA3F_2ndpart.pdf

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Info Cards Experience “La Dolce Vita”

Business Cards front

Let us to help you discover Milano’s hidden treasures. Our network of sartorias, barbers and artisans welcomes you.

back C

M

Y

Italian Job Once  in  Milan...

Experience “La Dolce Vita”

CM

MY

(+39) 02 0000000 www.italianjob.com

CY

CMY

50 mm

K

Let us to help you discover Milano’s hidden treasures. Our network of sartorias, barbers and artisans welcomes you.

Experience “La Dolce Vita”

Italian Job is a service providing unique leisure experience for business travellers using already existing crafts people of Milan city. for more information please use Qr code

Italian Job

Once in Milan... (+39) 02 0000000 http://www.italianjob.com

50 mm Info cards are to take attention of the core customer in some specific locations like, aeroport lounge rooms, check-in points, hotel receptions. Main aim is to give information about the service by the appealing image with a striking motto. The sizes will be standard A6 Postcard size

Let us help you to discover Milano’s hidden treasures. Our network of sartorias, barbers and artisans welcome you.

29


bookletA3F_2ndpart.pdf

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Chapter 4 C

M

Y

CM

MY

CY

CMY

K

Business Part Business Model Canvas Budget

30


bookletA3F_2ndpart.pdf

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Business Model Canvas Key Partners

Key Activities

Value Propositions

CRAFTSMEN OF MILAN

NETWORK

CUSTOMIZED PRODUCTS

EXPERIENCE

DHL / FEDEX

INTERMEDIARY

UNIQUE EXPERIENCE

COMMUNITIES

LOCAL TAXI COMPANY

PROBLEM SOLVER

BRAND/STATUS FOR CRAFTS AUTOMATED SERVICES

IT COMPANY (GPS TRACKING)

Customer Relationships

Customer Segments SEGMENTED: BUSINESS / PREMIUM

RISK REDUCTION FOR TRAVELLERS

C

M

Y

CM

HUMAN RESOURCES COMPANY FOR AGENT TRAININGS

MY

CY

Key Resources PARTNERSHIP (CRAFTSMEN OF MILAN)

EASY-ACCESS FOR CRAFTS

Channels

VISIBILITY FOR CRAFTS AGENT PRESENTATION

CMY

CALL CENTER

K

POP WEBSITE DELIVERY SERVICE

Cost Structure

Revenue Streams

VALUE DRIVEN BUSINESS

BROKERAGE FEE

FIXED COSTS: AGENT SALARIES, RENT SPACE, MUNICITAX(PUBLIC SPACES)

SUBSCRIPTION FEE

VARIABLE: CARGO DELIVERY

ASSET SALE ADVERTISING

31


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Budget Profit and loss statements for the first year

Italian Job SPA Start-up budget

Income  Statement  -­  12  Months Period  Starting:

Month  1

Month  2

Month  3

Month  4

Month  5

Month  6

Month  7

Month  8

Month  9

Month  10

Month  11

Month  12

Totals

Sales                Experience  Package  Sales

76500

83400

126450

187500

187500

250800

250800

250800

250800

250800

250800

250800

2416950

Gift  Package  Sales

49,500

49,500

49,500

49,500

49,500

49,500

49,500

49,500

49,500

49,500

49,500

49,500

594,000

1,300

1,300

1,300

1,300

1,300

1,300

1,300

1,300

1,300

1,300

1,300

1,300

15,600

127,300

134,200

177,250

238,300

238,300

301,600

301,600

301,600

301,600

301,600

301,600

301,600

3,026,550

68,850

75,060

113,805

168,750

168,750

225,720

225,720

225,720

225,720

225,720

225,720

225,720

2,175,255

44,550

44,550

44,550

44,550

44,550

44,550

44,550

44,550

44,550

44,550

44,550

44,550

534,600

Subscription  Fees Total  Sales

Less  Cost  of  Goods  Sold Labor  (Artisans  share) Gift  Package  Share

0 Other Total  Cost  of  Goods  Sold Gross  Profit

0 113,400

119,610

158,355

213,300

213,300

270,270

270,270

270,270

270,270

270,270

270,270

270,270

2,709,855

13,900

14,590

18,895

25,000

25,000

31,330

31,330

31,330

31,330

31,330

31,330

31,330

316,695

4,265

4,265

4,265

4,265

4,265

4,265

4,265

4,265

4,265

4,265

4,265

4,265

51,180

C

M

Operating  Expenses Salaries  and  wages

Y

Employee  benefits

0 0

CM

0

MY

Tracking  system CY

CMY

K

Web  maintanance

5,000

85

85

85

85

85

85

85

85

85

85

85

5,935

50

50

50

50

50

50

50

50

50

50

50

50

600

Insurance website  and  app

0 7,500

7,500

Call  center

0 0 0 0

Marketing/promotion

10,000

10,000

10,000

5,000

5,000

4,000

3,000

3,000

3,000

4,000

10,000

67,000 0

Training  and  development

1,800

1,800 0 0

Miscellaneous Other Total  Operating  Expenses Operating  Income

0 0 28,615

14,400

14,400

9,400

9,400

8,400

7,400

7,400

7,400

8,400

14,400

4,400

134,015

-­14,715

190

4,495

15,600

15,600

22,930

23,930

23,930

23,930

22,930

16,930

26,930

182,680

Interest  income  (expense) Other  income  (expense) Total  Nonoperating  Income  (Expense)

0 0 0

0

0

0

0

0

0

0

0

0

0

0

0

17,350

190

4,495

15,600

15,600

22,930

23,930

23,930

23,930

22,930

16,930

26,930

182,680

3,470

38

899

3,120

3,120

4,586

4,786

4,786

4,786

4,586

3,386

5,386

42,949

Net  Income  (Loss)

13,880

152

3,596

12,480

12,480

18,344

19,144

19,144

19,144

18,344

13,544

21,544

139,731

Cumulative  Net  Income  (Loss)

13,880

14,032

17,628

30,108

42,588

60,932

80,076

99,220

118,364

136,708

150,252

171,796

139,731

Income  (Loss)  Before  Taxes Income  Taxes

32


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incomes detail Name price  per  item daily  sale  month  1  (10%) Month  2  (10%) Month  3  (10%) Month  4  (10%) Month  5  (10%) Month  6  (10%) Month  7  (10%) Month  8  (10%) Month  9  (10%) Month  10  (10%) Month  11  (10%) Month  12  (10%) Year  2  (20%) Year  3  (20%) 24 24 24 24 30 30 Pack  Artistico 55 10 12 15 20 20 24 24 24 12 12 12 12 15 15 Pack  Magico 120 5 6 7 10 10 12 12 12 8 8 8 8 9 9 Pack  Incantevole 250 2 2 3 5 5 8 8 8 4 4 4 4 5 5 Pack  Raffinato 900 1 1 2 3 3 4 4 4 Pack  Prezioso_  custom Tie Belt Wallet

50 110 140

Monthly  scr.  Fee

C

M

Y

CM

MY

8 5 5

8 5 5

8 5 5

8 5 5

8 5 5

8 5 5

8 5 5

8 5 5

8 5 5

8 5 5

8 5 5

8 5 5

8 5 5

8 5 5

100

100

100

100

100

100

100

100

100

100

100

150

150

150

salaries detail Name Sale  Agents CC  agent

Number 3 1

Monthly  wage tax 900 800

Net  cost 189 168

Total 1089 968

3267 968 4235

CY

CMY

K

business start-up first year 200,000   180,000   160,000   140,000   Series1  

120,000   100,000   80,000   60,000   40,000   20,000   0   1  

2  

3  

4  

5  

6  

7  

8  

9  

10  

11  

12  

33


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Profit and loss statements for the second and third year Income  Statement  -­  12  Months Period  Starting:

Year  2

Year  3

Totals

3009600

3009600

6019200

594,000

594,000

1,188,000

Sales                Experience  Package  Sales Gift  Package  Sales Subscription  Fees Total  Sales

Less  Cost  of  Goods  Sold Labor  (Artisans  share)

15,600

15,600

31,200

3,619,200

3,619,200

7,238,400

2,407,680

2,407,680

4,815,360 0 0

C

M

Y

Other Total  Cost  of  Goods  Sold

2,407,680

2,407,680

4,815,360

0

Gross  Profit

1,211,520

1,211,520

2,423,040

51,180

51,180

102,360

Operating  Expenses Salaries  and  wages

0

CM

Net present value and market calculations Potential  market Available  Market Served  Market Penetrated  Market

6300000 %40  6300000 2520000 (self  employed-­entrepreneur-­director/manager) 2520000 Rho  Fiera  visitors -­  

0 MY

CY

CMY

K

0 Tracking  system Web  maintanance

1,020

1,020

2,040

600

600

1,200

Insurance

0

website  and  app

0

Call  center

0 0 0

Advertising Marketing/promotion

0 48,000

48,000

96,000

1,800

1,800

3,600

T=0 T=1 T=2

-­120000 (Rt:-­120000) 157460 (Rt:157460) 130132 (Rt:157460)

0 Training  and  development

0 0 Miscellaneous Other Total  Operating  Expenses Operating  Income

0 0 102,600

102,600

205,200

1,108,920

1,108,920

2,217,840

Interest  income  (expense) Other  income  (expense) Total  Nonoperating  Income  (Expense)

0 0 0

0

0

1,108,920

1,108,920

2,217,840

221,784

221,784

443,568

Net  Income  (Loss)

887,136

887,136

1,774,272

Cumulative  Net  Income  (Loss)

887,136

887,136

1,774,272

Income  (Loss)  Before  Taxes Income  Taxes

34


Italian Job