No Matter

.marketing e management. .design - AA 2017/2018. .paolo lorini.

.elisa manzato.

..

elisa_manzato@studenti.naba.it

.elisa manzato.

.student preview.

. Brief di progetto

.brief project summary

.brief.

.project summary.

Ogni studente progetterà 4. uno Briefsvuotatasche di per la casa o per l'ufficio, che dovrà rispettare progetto tassativamente i vincoli indicati in questa e nelle seguenti slide:

— materiali utilizzabili: legno, metallo, vetro piano, specchio piano, pietra, feltro, sughero, gomma, cuoio, pelle, carta, cera, fili e corde in materiali naturali, materiali per la prototipazione rapida

— prezzo finale al pubblico: tra €39 e €99 (spese di spedizione escluse)

— componenti di giunzione utilizzabili: colla, viti, rivetti, cerniere, bottoni, bottoni automatici

— ingombro massimo: 30 x 30 x 30 cm — peso massimo: 3 Kg

— materiali NON utilizzabili: plastica, vetro soffiato o curvo, specchio curvo, cristallo, ceramica, porcellana, tessuti, imbottiture

— numero massimo di parti del prodotto (esclusi i componenti di giunzione): 3

— componenti NON utilizzabili: magneti, circuiti elettrici, interruttori, componenti elettronici

— numero massimo di varianti (ad es. colori): 3 — packaging: in cartone e il più piatto possibile

pyright © 2018 Paolo Lorini. Tutti i diritti riservati. I materiali pubblicati sono copyright dei rispettivi autori.

23

Copyright © 2018 Paolo Lorini. Tutti i diritti riservati. I materiali pubblicati sono copyright dei rispettivi autori.

24

.photos, observations and description.

.ethnographic research.

.customer segments.

.first house observed. .there is a shelf and several catchall, as well as a blackboard, but the furniture is in general a surface on which to place things, which then end up on a table nearby.

.second house observed.

There is a small table with a drawer. .on the table are placed the main things, in a clear and schematic way, even if there is no subdivision of base.

.ethnographic outcomes and informations’ summary.

.ethnographic research.

.customer segments.

.people observed have mainly a table on which they support the various things. .table goes from being completely bare and to having the objects scattered even in the rest of the house, to be more organized, with compartments and dedicated spaces, where however things accumulate.

.people and questions.

.interviews.

.customer segments.

.andrea luani.

.mattia vallotto.

how old are you?

2. where do you live and work?

3. what is your hobbies?

4. what kind of house do you live in?

5. what is your job title?

6. what is a typical workday for you?

7. what do you do after work?

8. what are the goals of a typical day you’re trying to achieve?

9. what steps are you taking to achieve these goals?

10. what is your purpose in life?

11. who is concerned in the organisation of your house?

12. who is concerned in the buying process of furnitures and house products?

13. who do you consult for truly advice in your house appearance?

14. what do you dislike about the organization of your house?

15. what would you change in the appaerance?

16. what kind of resources do you use to keep in touch with the world? (friends, news, trends..)

17. what do you use when you want a specific information about your product’s house?

1.

.andrea luani. i’m 31.

2. I live and work in Mantova.

3. in my free time I sing and play in different bands around pubs in Mantova. I go out with friends in the city and in the cities around. cinema, concerts, events..

4. I live in a single appartement, 1rt floor, in a stock with some services downstairs. It is a 3 rooms, bathroom, kitchen and entry/living room, with a big balcony.

5. i’m co-CEO in my family’s company making industrial color.

6. I wake up early and I go directly to work, where I manage and decide and help manually too. I finish around 7pm, sometimes until 9pm if I’ve to control papers and contracts and to fix problems.

7. I come home to take a shower and go out to see friends, have a diner and drink, or sing somewhere or preparing me for concerts. I don’t spend time home, but during week I come home early and around 10pm I sleep. Sometimes I make some workout, but I don’t have much time.

8. Be in time with production timing, answer to clients and providers. I follow a long-term schedule that I divide in months and weeks.

9. Speak and communicate, sharing and discuss, everytime.

10. I’m looking to be chief of the company.

11. just me.

12. just me, I don’t aske nobody.

13. I ask to the specializes in the field, like consultants and interior designers..

14. I don’t like the disorganisation and the miss of essential furniture. I like big furnitures, like big sofas as well as big library, to put in all the things.

15. I would like to change the hall and the entrance furniture. I always don’t know how to put stuff.

16. I use instagram and hashtags, read magazines and talk directly to my friends or use whatsapp.

17. I normally go to physical shop and speak directly with the seller to have an advice. For sizes, materials and prices. I will after confront it online to find if there is more interesting prizes.

.first interview and questions.

.interviews.

.customer segments.

1.

.mattia vallotto.

I’m 29.

2. I live in Verona, and I work nearby, in San Martino Buon Albergo.

3. in my freetime I like spending time home with few friends sometimes and with my girlfriend. I play videogames and i like cooking.

4. I live in a room appartement (entry/stock, livingroom, bathroom) with a little balcony at the 4th floor of a complex.

5. I’m junior human resources manager in an interim agency.

6. I wake up early to enjoy breakfast together and avoid traffic. Start at 9am, until 5pm with 1h break. Do research, solve contracts issues of employes, phone and mail time, documents and reports of activity.

7. I like to go buying groceries, thinking about dinner and make dinner or cakes. Watch tv series or films, at home, and play videogames.

8. fix problems - there are always-, be aligned with phone calls and mails, find the right profile of new employed and find the right people to the right company.

9. during meetings I share my point of view for new work and activity and after I do my assignment.

10. I’m looking to become human resources manager chief.

11. my girfliend and I, even if she doesn’t live here all the time.

12. my girlfriend and some friends of mine. I like to ask for advices about my house.

13. I consult magazines, online websites and friends. I don’t ask for a specilize advice.

14. I would like to have a well organized furniture in the hall, because when I go out I can’t find all the small and differents things I need during the day.

15. I would like to have a good furniture in the hall.

16. I listen news online, and magazines, always online, I don’t use socials so much but I do research on pinterest for trends.

17. I use the website brand and sometimes the chat-system if present. I don’t like to go to the real shops because normally I can find all the informations I need by online research. I trust google users reviews on the product. This is the best advice.

.second interview and questions.

.interviews.

.customer segments.

1.

.interviews’ outcomes and informations’ summary.

.interviews.

.customer segments.

.the interviewed people are young and dynamic. They love organization, but they don’t always manage to get it. They have a personal taste because they are not satisfied with any object whatsoever, but they carefully look for what reflects them and their home and lifestyle.

They are in step with the times, but they don’t follow any fashion trend, they have their own style.

They are looking for a clear and simple organization, whitch is current but not futuristic or too much technological.

.young. .dynamic. .personal taste. .reflects them and their lifestyle. .their own style. .clear and simple organization. .not futuristic or too technological.

.JACK GOODMAN. AGE : 31 OCCUPATION : junior manager STATUS : single

ARCHETYPE : the creator 1/ To optimize time

.project’s persona.

.persona.

.customer segments.

LOCATION : Milan, Italy

.goals.

2/ I want organization without losing personalization

Jack Goodman had studied until a master 2nd degree and had worked in different companies in the same time.

He loves technology and essentially shape forms; he uses computers and organisers everyday, especially during its work; he enjoys his work and to solve problems in a practical way.

extrovert

.personality.

“I want to solve problems in the best and fastest way, to enjoy my free time.” introvert

3/ Subdivision into categories

.frustrations.

1/

Wasting time at looking for things.

2/

Waiting.

3/

Missing opportunity to decide.

.PC & internet.

.technology.

.motivation.

sensing

intuition .practicality.

thinking

feeling .clearness.

judgement

perceving .customization. .confort.

.mobile apps.

.status symbol.

.social networks.

.personal symbol.

.sharing.

.first value proposition.

.value proposition.

.value propositions.

.TO COMPLETE AN ACTIVITY. .to organize the space in the less intrusive way. to bring and to put objects without thinking about it.

.easy to use. .easy to find. .easy to see. .second value proposition.

.value proposition.

.value propositions.

.CONFORT.

.not cumbersome, easy to be moved. to contain objects in a simple way.

.third value proposition.

.value proposition.

.value propositions.

.STATUS SYMBOL. .to use and have an object from a start-up using a new technology. .to put into the object the own ideology.

.3D printing organizer.

.final render.

.product.

.through minimalism to 3D technology.

.key words.

.product.

born from 3D technology essential

customize

discreet pop elegant distinct

easy

.3D printing organizer.

.technical drawings.

.product.

.through minimalism to 3D technology.

.moodboard.

.product.

.the wood.

.variation n°1.

.design.

.product.

.the minimalist.

•

wood color base white cubes

•

wood PLA filament

•

•

semi-transparent white NYLON filament

.on the rocks.

•

WHITE color base semi-transparent light blue cubes

•

white NYLON filament

•

.variation n°2.

.design.

.product.

.the easy.

•

semi-transparent light blue PLA filament

.poppy.

.variation n°3.

.design.

.product.

.the minimalist.

•

grey-blue color base light pink cubes

•

PLA grey-blue filament

•

•

semi-transparent pink PLA filament

.packaging and variations.

.packaging.

.product.

.the wood.

.on the rocks.

.poppy.

1/ WHO ARE YOU? .a tiny group of maker designers who loves new technology possibilities.

2/ WHAT DO YOU DO? .we create good evedyday’s objects

.answers to the 7 key brand’s questions.

.7 questions.

.customer relation.

with 3D printing technology.

3/ HOW DO YOU DO IT? .we work in team, creating and

stimulating ourselves, collaborating with other makers and new digital artisans to do the best product you can have.

4/ WHY DO YOU DO IT? .we want to offer to you a modern

alternative to the classic objects you can find everywhere. 3D technology is at your service.

5/ WHO NEEDS TO KNOW? .all the people bored with ordinary stuff.

6/ HOW WILL THEY FIND OUT? .web, online website and social.

7/ WHY SHOULD THEY CARE? .they will care because it’s good to be surronding with objects that reflects you.

https://www.seletti.it/

.3 competitors’ analysis.

.brand’s competitors.

.customer relation.

Seletti, a history of vision and evolution. Ever since it was established in 1964, the company has pursued its mission of making the most of professionalism, service and above all an endless product research, striving for improvement, innovation and originality.

https://www.formaliz3d.com/ Product Design // 3d Printing Founded by Roberto Cremonesi, FORMALIZ3D is a Milan based design studio.

From a 3d printing start-up, soon evolves into a larger project, working in design world at 360 degrees.

https://woodendot.com/en/ “ Live design!

This is our mantra, a mantra that connects all our values ”

+ worldwide market + high n/pieces + big public + joker + designers+artists collaborations - RPC production - plastic - too pop

+ connections + Milan based + innovative + technology - they don’t have similar products yet - they’re not easy to find to the public

+ nice to see + romantic + good website + good UX + captivating use of wood - they’re not easy to find to the public - photos - they don’t have similar products, BUT similar objects - no 3D

.personality.

.brand personality.

.customer relation.

.T H E D R E A M E R . .curious.

.optimistic.

.we love to explore new worlds.

.we believe if we start to change, others will change too.

.idealist.

.sensitive.

.we believe in a better world, with better products, less waste and less pollution.

.we feel the change that you need.

.placement compared to 3 competitors.

.brand placement.

.customer relation.

.quality.

prices

.big idea and description.

.big idea.

.customer relation.

all it needs is courage all it needs is courage DESCRIPTIVE MODIFIER

BRAND AUDIENCE

BRAND FUNCTION

EMOTIONAL MODIFIER

.name and description.

.brand name.

.customer relation.

We

design matter matter.

without

We do not use prototypes made of other materials and the object comes directly from 3D printing.

.correct name in Avenir Next font. .first part “no” in Avenir Next Medium font. .second part “matter” in Avenir Next Ultra Light font.

T h e o b j e c t “ b o r n ”, t h e o b j e c t “becomes m a t t e r ”, where before the only material was an idea. “no matter” is born where there was nothing before.

.pay-off and description.

.pay-off.

.customer relation.

you matter

In our vision, the objects and things that surround us are worth nothing if they are not related to someone, to a person, to a memory. What’s true for us, it’s you.

.brand moodboard.

.moodboard.

.customer relation.

UMN DESIGN

.the continuos creation.

+

.logo and description.

.logo.

.customer relation.

n

m

.the creation, from nothing to matter.

+ .the vacuum.

+ .the inspiration and the personality.

+ .the colour.

.colors and description.

.colors.

.customer relation.

+

.white.

.orange.

.black.

.orange is one of our greatest distinguishing features. .it is an essential part of our brand identity. .combined with white, black and grey a distinct style is created which is both simple to use and powerful through its simplicity.

.grey.

36 pt 24 pt 22 pt

avenir next demi bold ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz 1234567890!?.,;’” avenir next medium ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz 1234567890!?.,;’”

20 pt

avenir next regular

ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz 1234567890!?.,;’” avenir next ultr light

18 pt

.font and description.

.typography.

.customer relation.

avenir next bold ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz 1234567890!?.,;’”

ABCDEFGHIJKLMNOPQRSTUVXYZ abcdefghijklmnopqrstuvxyz 1234567890!?.,;’”

future geometric tech human

“I always had human nature in mind” .avenir next font has played an important part in building the matter of the brand. Its bold both light appearance has made it recognisable and associated with our phylosophy. It has soft friendly curves with a warm personality and a modern line that adapts to the needs of today’s world.

.trial applications.

.trial application.

.customer relation.

9,03 - 8,08 €

9,03 - 8,08 €

24-48h

24-48h

24-48h

insurable

insurable

insurable

.milan.

.rome.

.shipper selected.

.delivery.

.delivery channels.

9,03 - 8,08 €

.naples.

present both in Europe and internationally less expensive outside Europe than others time slots and locker system

.paris.

27 - 25,79 €

.london.

27 - 25,91 €

.new york.

61,38 €

48-72h

48-72h

4gg

insurable

insurable

ensured

ECONOMY EXPRESS

TNT EXPRESS

.PHYSICAL RESOURCES. • •

.project resources for the first year of activity.

.key resources.

.value creation.

• • •

SMALL STUDIO COMPUTER (2) FURNITURE OS LICENSES DIGITAL MODELING PROGRAMS

.HUMAN RESOURCES. •

• •

.INTELLECTUAL RESOURCES. • • • •

BRAND COPYRIGHT PARTNERSHIP CUSTOMERS’ DATABASE

2 DESIGNERS

3D models & rendeR internal management

• • •

communication grafics, photos contact management

.FINANCIAL RESOURCES. • •

I.C. 20’000 € BANK LOAN 30’000 €

.Gantt’s diagram.

.key activities.

.value creation.

fase lavorativa

marzo

durata

gennaio

brainstorming

2 settimane

concept

2 settimane

scrematura comune e focus

2 settimane

render per pubblicità e pubblicazione prodotto su riviste, social, sito - 3D + grafica + editoriale

2 settimane

gestione proposte, ordini, commande

on going

invio prodotto per produzione verifica - prodotto finito

3 settimane

gestione customer pre - during - post vendita / satisfaction / fidelizzazione / news / mailing list / opportunity

4+ settimane

bilancio finale e accomplisment obiettivi annuali

da ottobre a dicembre + gennaio-marzo successivo

punto della situazione end project

ogni fine progetto e post vendita e gradimento

febbraio

marzo

TABELLA 1

aprile

maggio

giugno

luglio

.possible key partner for project production.

.key partner.

.value creation.

https://monza.sharebot.it/

Sharebot Monza is a company founded in January 2018 thanks to the union of Sharebot, the leading Italian manufacturer of 3D printers as well as one of the top 5 in Europe, and by three entrepreneurs from Brianza with many years of experience with rapid prototyping, the Additive Manufacturing, 3D productions, 3D printing and professional 3D modeling.

Conto Economico 12/31/18

+

Valore della Produzione Ricavi delle vendite e delle prestazioni N. Venduto Prezzo

n. €

1.500 69

TOTAL

.excel project record.

.value takeover.

.incomes and costs structure.

-

= -

Costi Variabili Materiale per unita Prezzo Materiale Totale Materiale

n. €

Packaging prezzo Totale Packaging

€

Costo Orario Lavoro diretto Lavoro diretto

€ n.

1 15 22.500 1,5 2.250 15 1

Totale Lavoro Diretto

22.500

TOTALE COSTI VARIABILI

47.250

GROSS MARGIN

56.250

Spese di personale Locazione Luce e gas Marketing Commercialista TOTALE COSTI FISSI

= +/-

= -

103.500

50.000 12.000 5.000 5.000 5.000 77.000

OPERATING RESULT/ EBITDA

-

Spese finanziarie Ammortamenti

20.750 10.000 5.000

EBIT

-

35.750

Tasse

30% -

10.725

1

.screenshots and link.

.e-commerce.

.online presence.

https://nomatter-com.myshopify.com

.social media marketing targets’ approach.

.targets.

.online presence.

•

PROMOTE BRAND AWARENESS

•

CREATE DEMAND BY PRODUCT

•

TO SELL

•

CREATE STABLE PARTNERSHIPS

.social media marketing targets’ audience.

.targets audience.

.online presence.

•

YOUNG

•

LOW-TECH

•

DYNAMIC

•

IN SEARCH OF

•

ESSENTIAL

.social media marketing contents mix.

.contents.

.online presence.

•

NEWS

•

INSPIRATIONS

•

THE BEHIND THE SCENES

•

PRODUCT

•

COMMUNITY

•

PARTNER

.social media marketing choosen social networks.

.social networks.

.online presence.

.timetable for the first month of online presence.

.editorial.

.online presence.

Month

MONTH 1

Network INSTAGRAM

Time 7:30 AM

12:30 PM 2:15 AM 5:45 PM 6:00 PM

PINTEREST

TWITTER

mon-fri

everyday everyday

alternating - ODD days alternating - EVEN days

Content Type Photo Photo Photo

Topic Never give up post Behind the scenes Product promotion

Video stories

Inspiration Behind the scenes

8:30 AM

alternating - ODD days

Bacheca

Design’s hacks

8:30 PM

alternating - EVEN days

Bacheca

new pins

10:30 AM 1:30 PM

mon-fri everyday

Bacheca Bacheca

New design Inspirations

6:00 AM 9:15 AM

alternating - ODD days mon-fri

Text and photo product Retwitt

Never give up post Retwitt from partner

6:00 PM

mon-fri

FAQ moment

FAQ directly

12:30 PM 2:15 PM

LINKEDIN

Notes

mon-fri alternating - EVEN days

Photo - Promotion Text and #

7:00 AM

Twice in a month - 1+3 weeks

Original Image

5:00 PM

Twice in a month - 1+3 weeks

Education

Mood - instagram link Lifestyle

Brand awareness Tips about design, 3D and technologies

Copy

MONTHS 1 - ONLINE PRESENCE We can do it! / Mornings are for love design / Keep fighting!

Macbook is the real love of a designer <3 Don’t you think it is really awesome?

let yourself be inspired designer’s life ! We need a bit of craziness some tricks

inspiration daily what’s the trend?

what we love so much Mornings are always a challenge: better start with a good feeding!

We love our partner!

Boring? Follow us on instagram!

We feel #design in our soul

We are present to answer your doubts and your questions Come and visit us at nomatter.com

.elisa manzato.

.paolo lorini.

.design - AA 2017/2018.

.marketing e management. ..