FreeLive - Design Thinking Process Book

a process book for DMGT 720

A development of connectivity.

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intro |X

the team ERIN LEGAN CHARITHRA SATHYANARAYANAN NÁBILA DIAZ VARUN PRABHU GAURI AJRI

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overview Three key factors helped us narrow down to this subject of consideration.

When we think of networking as a group, the first thing that comes to our minds is the internet. The internet has so far succeeded in connecting people in different continents, poles apart, and managed to make the world a smaller place. But somehow, amidst the hype, the human touch was lost somewhere. People started connecting online, not in person. People have thousands of ‘friends’ on social media, but none in real life.

This project aimed to create a social network. We wanted to go back where we started, that was building a physical network.

Making people meet. Connecting several minds that think alike, that can bring them closer in person.

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The other aspect that was considered extensively through this project was the lifestyle of a millennial, and the living and housing trends of the future. We can see some new models and new concepts of housing coming up. Some fail and some rage to success. But overall, the trend seen is a decline in homeownership. We wanted to bank on this opportunity and create a more sustainable, more adventurous living experience for the people of today, for the people of the future.

The last but the most important statistic that drove our project in an entirely new direction was the emerging field of self-employment. We will be emphasizing on this in the research section; however, to describe briefly, statistics say that more than half of the workforce in the USA will be freelancing by 2040.

These points together pointed towards a great upcoming concept. The freelancer, a future generation nomad in the digital age, thus became the subject of our project.

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Week 1 March 27-29

Week 2 April 3-5

Week 3

Week 4

April 10-12

April 17-19

Week 5

Week 6

Week 7

April 24-26

May 1-3

May 8-10

Week 8 May 15-17

Week 9 May 22-24

Week 10 May 29-31

Topic Contextual Research Competitor Analysis Concept Generation Idea Selection User Research Business Model Generate

User Journey Empathy Maps Prototyping Brand Development Sales Pitch Process Book |X

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about |X

Success was once defined by isolation. By a resolute and steadfast pursuit of a dream Where one didn’t bother about the wake, they left behind. This world is rapidly changing like the dessert sands in a tempest.

Are we ready for tomorrow?

Are we ready for change?

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Imagine the world where we owned nothing but rich meaningful experiences. Nothing but a community, a world where you always come back to a home full of diversity and real friendships.

Welcome to living with empathy and reason.

Welcome to co.

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why co?

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Co stands for co-living, community and co-working.

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research |X

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Our research began with learning about what is co-living and the need of knowing our community better. From the data we collected, we decided as a team it would be helpful to uncover insights and explore a new market opportunity by launching ourselves into primary and secondary research.

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historic timeline

With this historic timeline, as a team, we wanted to understand when and how the idea of co-living came into being and how it has evolved over the years. Highlighting the importance of how the concept of co-living has shifted its focus from comfort to luxury.

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[1715-1792] In the 18th century, a very small minority of the population lived in luxury. The rich built great country houses. The lower classes lived in just one room. Owning land was the main form of wealth. In the early 18th century there was another class of landowners called yeomen between the rich and the poor.

[1525-1614]

[1914-1970’s]

In the Middle Ages, rich people’s houses were designed for defense rather than comfort. In the 16th century, life was safer so houses no longer had to be built with defense as the focal point. It was an age when the elite built grand houses. The middle class built sturdy ‘half-timbered’ houses.

Living conditions in early 19th century cities were often dreadful. The cities were dirty, unsanitary and overcrowded. Streets were often unpaved and unclean. The trash and waste from streets was seldom collected.

[2000-PRESENT] Millennials make up the largest share of home buyers at 32%. While older generations bought homes with luxury amenities and rooms with one specific purpose, younger buyers are seeking affordable, efficient homes that can be customized to suit their changing needs. Dining rooms are being converted into home offices, family rooms are being transformed into media centers and homeowners are now leveraging smartphones and tablets to adjust the temperature, turn on outdoor lights and even security systems.

[FUTURE] To know what will happen to the housing market in the next 300 years is difficult because it is uncertain to determine how technology, culture, environmental changes, and social relationships will evolve and change how we use our homes. One thing is certain: Land will be at a premium and expensive. The other certainty is that the populations will continue to skyrocket and there just won’t be space for everyone to have large lot sizes for their homes, and the other big unknown is energy sources and supplies.

trends matrix Trends Matrix is a tool used to observe changes in the operating environment with time. This in turn gives us an insight into how it would affect our service in a dynamically changing environment.

We used this tool to understand what is co-living and how is moving forward as a trend. The data was organized on a timeline of past, present, near future and far future to understand more deeply on how the idea of co-living has been perceived since ages and how the connection between people is constantly evolving.

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PAST

NEAR FUTURE

FAR FUTURE

� Industrialization made extended communities less vital for earning a living. [48]

� This suspended adulthood and the rise of the digital nomad result in an increase in mobility and a reduced desire to settle. [31] � The tech giants are already halfway there: the working environments at Facebook, Google, et al already mirror the essence of co-living residences. [36]

� The Community (startup) is now developing an app, allowing the 550 inhabitants of its student halls-style housing complex to communicate, and is set to open a 400-desk co-working space on site in September 2016. [31]

� Those who cannot adapt could be hurt, but automation will lower prices and raise living standards in the economy overall. [37]

� The commune, the kibbutz, the college dorm: Group living has been done before, but most of America considers it a quirk of the extremely young or extremely crunchy. [25]

� A new generation of co-living companies are trying to make shared housing a billion-dollar business. [2] � Co-Living is in the startup phase [7] � Homes differ in their spaces available for care but also in the willingness of families to make these spaces available, adapt them as needed, and work with home health staff to provide care. [38]

� A concern of the tiny-unit living is the future of urban residencies [11] � The dream of co-living is to combine the energy and spirit of the commune with the commercial effectiveness of the dorm. [27] � Co-branding is one way operations are different - partnering with 0-2 star hotels. [24]

� The future is more expensive and has less room! That’s just a fact. [7] � Krash’s website promises aspiring members an opportunity to “immerse themselves in innovation” with “a hand-selected global membership of leaders.” [25] � In theory, people will continue to pay above market rent to belong to a community even if real estate prices drop, which is good news if you happen to be locked into a long-term lease. [25]

� As early as the 19th century, homes were organized for women in New York to provide social support, safe accommodation, and employment opportunities. [22] � Co-living has often been a good solution for travelers and other people looking for both housing and work opportunities in different locations from their homes, including displaced workers during the World Wars. [22]

� Millennials are moving to urban areas at a faster rate than any previous generation [5] � Millennials want the chance to be alone in their own bedrooms, bathrooms, and kitchens, but they also want to be social and never lonely. [8] � People are focused on the sustainable living and shared community while placing an equal value on privacy [9] � Cohousing communities attract a diverse population [9]

� Offers profitable solution to modern problems: increasing urban real estate values, and the pressure to maximize profit per square foot, a dire shortage of affordable options for young adults, and increased feelings of disconnection. [30] � Though we temporarily feel better when we engage others virtually, these connections tend to be superficial and ultimately dissatisfying.

Online social contacts are not an effective alternative for offline social interactions. [23]

� Burgeoning urban populations coupled with humanity’s move into outer space will likely result in more and more multi-functionalism in smaller and smaller earth-bound residences.

[43] � But that’s in part because he says the more we strive for an idealized version of the future, the more nostalgic we become.[43]

TECH

MARKET

PEOPLE

PRESENT

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� The commune, the kibbutz, the college dorm: Group living has been done before, but most of America considers it a quirk of the extremely young or extremely crunchy. [25]

� A new generation of co-living companies are trying to make shared housing a billion-dollar business. [2] � Co-Living is in the startup phase [7] � Homes differ in their spaces available for care but also in the willingness of families to make these spaces available, adapt them as needed, and work with home health staff to provide care. [38]

PAST

PRESENT

MARKET

� Industrialization made extended communities less vital for earning a living. [48]

TECH PEOPLE

MARKET

� As early as the 19th century, homes were organized for women in New York to provide social support, safe accommodation, and employment opportunities. [22] � Co-living has often been a good solution for travelers and other people looking for both housing and work opportunities in different locations from their homes, including displaced workers during the World Wars. [22]

� The commune, the kibbutz, the college dorm: Group living has been done before, but most of America considers it a quirk of the ex� Boarding Houses were used by similar poputremely young or extremely crunchy. [25] lations – immigrants, travelers – but often created their own blend of the cultures of each inhabitant and social norms that developed through the close interaction and quarters kept by those living in the house. [22]

CULTURE

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PEOPLE BUSINESS

� As early as the 19th century, homes were organized for women in New York to provide social support, safe accommodation, and employment opportunities. [22] �� Tiny houses asaan ideasolution for solution Co-living haswere oftenpitch been good for for homeless people [11] travelers and other people looking for both housing and work opportunities in different locations from their homes, including displaced workers during the World Wars. [22]

� This suspended adulthood and the rise of the digital nomad result in an increase in mobility and a reduced desire to settle. [31] � Millennials are moving to urban areas at a � The tech giants are already halfway there: the faster rate than any previous generation [5] working environments at Facebook, Google, et � Millennials want the chance to be alone in al already mirror the essence of co-living resitheir own bedrooms, bathrooms, and kitchens, dences. [36] but they also want to be social and never lonely. [8] � People are focused on the sustainable living and shared community while placing an equal value on privacy [9] � Cohousing communities attract a diverse population [9] � Putting people in tightly living situations can affect their well-being [11] � A new generation of co-living companies are trying to make shared housing a billion-dollar business. [2] � Liking the idea of being part of a big neigh� Co-Living is in the startup phase [7] borhood community in a single building [8] � Homes differ in their spaces available for care � People of different nationalities and backbut also in the willingness of families to make grounds differ in space sizes [11] these spaces available, adapt them as needed, � Single (unmarried) millennials saw a 39% inand work with home health staff to provide crease in the rate of living with roommates or care. [38] housemates between 2005 and 2015, from 5.7% to 7.4%. [22] � Co-living, it provides not only a space to live, but a ready-made community, tackling both urban isolation and rental nightmares in one fell swoop. [38] � Millennials are moving to urban areas at a faster rate than any previous generation [5] � Millennials want the chance to be alone in their own bedrooms, bathrooms, and kitchens, �but Coliving business model could ultimately they also want to be social and never drive up housing costs [10] lonely. [8] �� Companies are unable to find a way to living make People are focused on the sustainable coliving projects into a economically viable and shared community while placing an equal business [10] value on privacy [9] �� Coliving is the modern solution urban Cohousing communities attract to a diverse housing crisis [12] population [9]

� A concern of the tiny-unit living is the future of urban residencies [11] � The dream of co-living is to combine the energy and spirit of the commune with the commercial effectiveness of the dorm. [27] � Co-branding is one way operations are different - partnering with 0-2 star hotels. [24]

NEAR FUTURE

� The future is more expensive and has less room! That’s just a fact. [7] � Krash’s website promises aspiring members an opportunity to “immerse themselves in innovation” with “a hand-selected global membership of leaders.” [25] � In theory, people will continue to pay above market rent to belong to a community even if real estate prices drop, which is good news if you happen to be locked into a long-term lease. [25]

FAR FUTURE

� The Community (startup) is now developing an app, allowing the 550 inhabitants of its student halls-style housing complex to communi� Offers profitable solution to modern probcate, and is set to open a 400-desk co-working lems: increasing urban real estate values, and space on site in September 2016. [31] the pressure to maximize profit per square foot, a dire shortage of affordable options for young adults, and increased feelings of disconnection. [30] � Though we temporarily feel better when we engage others virtually, these connections tend to be superficial and ultimately dissatisfying.

Online social contacts are not an effective alternative for offline social interactions. [23]

� Those who cannot adapt could be hurt, but automation will lower prices and raise living standards in the economy overall. [37] � Burgeoning urban populations coupled with humanity’s move into outer space will likely result in more and more multi-functionalism in smaller and smaller earth-bound residences.

[43] � But that’s in part because he says the more we strive for an idealized version of the future, the more nostalgic we become.[43]

� A concern of the tiny-unit living is the future of urban residencies [11] � The dream of co-living is to combine the � Homelessness - subscription homes. [31] energy and spirit of the commune with the � IN THE FUTURE, YOU COULD SHARE A commercial effectiveness of the dorm. [27] HOME WITH HUNDREDS, WITH ALL THE � Co-branding is one way operations are differAMENITIES OF A MODERN TOWN JUST SECent - partnering with 0-2 star hotels. [24] ONDS FROM YOUR DOOR. [38]

� The future is more expensive and has less room! That’s just a fact. [7] � Krash’s website promises aspiring members � A model for future city living, where annoying an opportunity to “immerse themselves in intasks such as cleaning and bill paying are not novation” with “a hand-selected global memrequired, and space to relax, work and play is bership of leaders.” [25] ample. [38] � In theory, people will continue to pay above market rent to belong to a community even if real estate prices drop, which is good news if you happen to be locked into a long-term lease. [25]

� Offers profitable solution to modern problems: increasing urban real estate values, and the pressure to maximize profit per square foot, a dire shortage of affordable options for �young He believes of onlineofservices adults, the andprevalence increased feelings disconlike Uber, Netflix and Kindle is driving housing nection. [30] towards more service-based model.when [31] we � Thougha we temporarily feel better �engage Partnerships to disrupt the current property others virtually, these connections tend market.

[31] to be superficial and ultimately dissatisfying.

Online social contacts are not an effective alternative for offline social interactions. [23]

� Burgeoning urban populations coupled with humanity’s move into outer space will likely result in more and more multi-functionalism in smaller and smaller earth-bound residences. �[43] Eventually, we will move to a model of subscription homes orbecause providing service. � But that’s in part heliving says as theamore [31] we strive for an idealized version of the future, �the I don't possessions anymore, I'm all morehave nostalgic we become.[43] about experiences and it's high time that our workspaces and living spaces caught up, there's definitely a future based on this whole co-movement. [31]

� Boarding Houses were used by similar populations – immigrants, travelers – but often created their own blend of the cultures of each inhabitant and social norms that developed through the close interaction and quarters kept by those living in the house. [22]

CULTURE PAST � Industrialization made extended communities less vital for earning a living. [48]

TECH

� Tiny houses were pitch as an idea for solution for homeless people [11]

� Homelessness - subscription homes. [31] � IN THE FUTURE, YOU COULD SHARE A HOME WITH HUNDREDS, WITH ALL THE AMENITIES OF A MODERN TOWN JUST SECONDS FROM YOUR DOOR. [38]

� This suspended adulthood and the rise of the digital nomad result in an increase in mobility and a reduced desire to settle. [31] The techbusiness giants are already halfway there: the �� Coliving model could ultimately working environments at Facebook, Google, et drive up housing costs [10] al already mirror the essence of co-living resi� Companies are unable to find a way to make dences. projects [36] coliving into a economically viable

� The Community (startup) is now developing an app, allowing the 550 inhabitants of its student halls-style housing complex to communiand is setthe to prevalence open a 400-desk co-working �cate, He believes of online services space on site in September 2016.

[31] like Uber, Netflix and Kindle is driving housing

PRESENT

business [10] � Coliving is the modern solution to urban housing crisis [12]

BUSINESS

NEAR FUTURE

towards a more service-based model. [31] � Partnerships to disrupt the current property market. [31]

� A model for future city living, where annoying tasks such as cleaning and bill paying are not required, and space to relax, work and play is ample. [38]

FAR FUTURE � Those who cannot adapt could be hurt, but automation will lower prices and raise living standards in the economy overall. [37] � Eventually, we will move to a model of subscription homes or providing living as a service.

[31] � I don't have possessions anymore, I'm all about experiences and it's high time that our workspaces and living spaces caught up, there's definitely a future based on this whole co-movement. [31]

� The commune, the kibbutz, the college dorm: Group living has been done before, but most of America considers it a quirk of the extremely young or extremely crunchy. [25]

� A new generation of co-living companies are trying to make shared housing a billion-dollar business. [2] � Co-Living is in the startup phase [7] � Homes differ in their spaces available for care but also in the willingness of families to make these spaces available, adapt them as needed, and work with home health staff to provide care. [38]

� A concern of the tiny-unit living is the future of urban residencies [11] � The dream of co-living is to combine the energy and spirit of the commune with the commercial effectiveness of the dorm. [27] � Co-branding is one way operations are different - partnering with 0-2 star hotels. [24]

� The future is more expensive and has less room! That’s just a fact. [7] � Krash’s website promises aspiring members an opportunity to “immerse themselves in innovation” with “a hand-selected global membership of leaders.” [25] � In theory, people will continue to pay above market rent to belong to a community even if real estate prices drop, which is good news if you happen to be locked into a long-term lease. [25]

� As early as the 19th century, homes were organized for women in New York to provide social support, safe accommodation, and employment opportunities. [22] � Co-living has often been a good solution for travelers and other people looking for both housing and work opportunities in different locations from their homes, including displaced workers during the World Wars. [22]

� Millennials are moving to urban areas at a faster rate than any previous generation [5] � Millennials want the chance to be alone in their own bedrooms, bathrooms, and kitchens, but they also want to be social and never lonely. [8] � People are focused on the sustainable living and shared community while placing an equal value on privacy [9] � Cohousing communities attract a diverse population [9]

� Offers profitable solution to modern problems: increasing urban real estate values, and the pressure to maximize profit per square foot, a dire shortage of affordable options for young adults, and increased feelings of disconnection. [30] � Though we temporarily feel better when we engage others virtually, these connections tend to be superficial and ultimately dissatisfying.

Online social contacts are not an effective alternative for offline social interactions. [23]

� Burgeoning urban populations coupled with humanity’s move into outer space will likely result in more and more multi-functionalism in smaller and smaller earth-bound residences.

[43] � But that’s in part because he says the more we strive for an idealized version of the future, the more nostalgic we become.[43]

MARKET

PEOPLE

� Liking the idea of being part of a big neighborhood community in a single building [8] � People of different nationalities and backgrounds differ in space sizes [11] � Single (unmarried) millennials saw a 39% increase in the rate of living with roommates or housemates between 2005 and 2015, from 5.7% to 7.4%. [22] � Co-living, it provides not only a space to live, but a ready-made community, tackling both urban isolation and rental nightmares in one fell swoop. [38]

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from ... to exploration

From to... Exploration was the tool used to help us gain insights on how the trends that we focused on had evolved over the years.

We saw the changes that took place from traditional co-living to experienced co-living. It also showed us the changes in behavior towards the entire concept of co-living and how it was adapted into the society.

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FROM FROM

EXPERIENCE EXPERIENCE

TO TO

� For three generations, the American Dream defined by continual suburban ex�was Forlargely three generations, the American Dream pansion.

The dream was based on exclusivity, was largely defined by continual suburban ex“keepingThe up with thewas Joneses,” and driving pansion. dream based on exclusivity, everywhere. “keeping up[56] with the Joneses,” and driving everywhere. [56]

� We are seeing people delaying marriage and staying cities longer, intoand � We areinseeing peopledelaying delayingbuying marriage their thirties.

[50]longer, delaying buying into staying in cities their thirties. [50]

� In theory you wouldn't have to leave the building if you want to, to because you � In theory you didn't wouldn't have leave the have everything at your fingertips.

[31] you building if you didn't want to, because � People nowadays don't like to commit. have everything at your fingertips.

[31] Ultimately experiences are what valueUlti� People nowadays don't likepeople to commit. above material possessions and co-living mately experiences are what people valuereally embodies that. possessions [31] above material and co-living really embodies that. [31]

� Ancient, African communities shared structural organization, like communal kitchens and � Ancient, African communities shared structurmindsets, evident the Africankitchens proverband “it al organization, likeincommunal takes a village to raise a child” [1] mindsets, evident in the African proverb “it takes a village to raise a child” [1]

� If you can rent it, why own it. [45] � “There’s element brain-power sharing If you cananrent it, whyofown it. [45] when people bounce ideas off of eachsharing other in � “There’s an element of brain-power a space like this, In a sense the brain is the unwhen people bounce ideas off of each other in derused asset.”

[45] a space like this, In a sense the brain is the un� "Capitalism the[45] parent has nurtured this new derused asset.” child, and let it grow and has findnurtured its new identity." � "Capitalism the parent this new [45] and let it grow and find its new identity." child, [45]

� Living in such small spaces is going to push people theirspaces own living spaces with� Living to in furnish such small is going to push out an inherent sense clutter orspaces visual noise people to furnish theirof own living with[43] out an inherent sense of clutter or visual noise � The community provides some nourishment: [43] forThe ourcommunity body — bowls of fresh fruitnourishment: (some of us � provides some are too busy to get out to the grocery store) for our body — bowls of fresh fruit (some of us andtoo for our —out we to have are busyminds to get thespeaker groceryevents store) that for meet interests other eventsevents where and ourour minds — we or have speaker we get to come together as a group and learn that meet our interests or other events where something new. together [x] we get to come as a group and learn something new. [x]

� Conflict of roomate living [17] � Conflict of roomate living [17]

� People are focused on the sustainable living and shared placing an equal � People arecommunity focused onwhile the sustainable living value on privacy [9] and shared community while placing an equal �value Liking idea [9] of being part of a big neighonthe privacy borhood community in a single [8] � Liking the idea of being part ofbuilding a big neigh-

� All-hassles-taken-care-of house share [17] � All-hassles-taken-care-of house share [17]

SYSTEM SYSTEM

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TREND TREND

mindsets, evident in the African proverb “it takes a village to raise a child” [1]

SYSTEM FROM

when people bounce ideas off of each other in a space like this, In a sense the brain is the underused asset.” [45] � "Capitalism the parent has nurtured this new child, and let it grow and find its new identity."

[45]

TREND

out an inherent sense of clutter or visual noise [43] � The community provides some nourishment: for our body — bowls of fresh fruit (some of us are too busy to get out to the grocery store) and for our minds — we have speaker events that meet our interests or other events where we get to come together as a group and learn something new. [x]

TO

� For three generations, the American Dream was largely defined by continual suburban ex� Conflict of roomate living [17] pansion. The dream was based on exclusivity, “keeping up with the Joneses,” and driving everywhere. [56]

� We are seeing people delaying marriage and cities longer, buying into �staying Peopleinare focused ondelaying the sustainable living their thirties.

[50] and shared community while placing an equal value on privacy [9] � Liking the idea of being part of a big neighborhood community in a single building [8]

� In theory you wouldn't have to leave the if you didn't want house to, because �building All-hassles-taken-care-of share you [17] have everything at your fingertips. [31] � People nowadays don't like to commit. Ultimately experiences are what people value above material possessions and co-living really embodies that. [31]

� Ancient, African communities shared structurorganization, like of communal kitchens and �alWe live in a world ever-tinier micro-units, mindsets, evident in the African proverb “it limited housing stock, and prohibitive rents takes a village to raise a child” [1] [55]

� If you can rent it, why own it. [45] � “There’s an element of brain-power sharing when people bounce ideas off of each other in a space like this, In a sense the brain is the underused asset.” [45] � "Capitalism the parent has nurtured this new child, and let it grow and find its new identity."

[45]

� Living in such small spaces is going to push to furnish theirMillennials own livingseeking spaces with�people A remedy for lonely out out an inherent sense clutterdigitally or visualconnoise true connections in thisofall-too [43] nected universe. A new live/work alternative � The community some nourishment: for remote workersprovides and global nomads.

[12] for our body — bowls of fresh fruit (some of us are too busy to get out to the grocery store) and for our minds — we have speaker events that meet our interests or other events where we get to come together as a group and learn something new. [x]

� Conflict of roomate living [17]

� People are focused on the sustainable living and shared community while placing an equal value on privacy [9] � Liking the idea of being part of a big neighborhood community in a single building [8]

� All-hassles-taken-care-of house share [17]

EXPERIENCE PROCESS

SYSTEM CULTURE

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cultural probes

A cultural probe is a mode of interaction between the potential end-users and the designers of a service. It is a channel of conducting primary research, and is an important yet engaging way of collecting data.

Our cultural probes were designed so as to gain people’s opinions about the topic and to validate our conclusions from the secondary research. We set up easy and attractive probes at the park and in the school buildings. These probes asked simple questions like what did people desire from community and what methods did people use to find common ground with a new person in their community.

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What do you most desire about community?

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value map From our cultural probes, we created a value map to assure that our short and direct answers were giving us a good insight when looking what more people desire from our community.

We analysed all the responses we received from the cultural probe, and created a value chart displaying and categorising the most important things people desired from a community. It was observed that safety, low crime, peace and happiness were the top needs of people from their communities.

Married with Kids

Peace

Kindness

Married

Love

Live-In Relationship

Compassion

Single

Safety

Relationship

Happiness

Retired

Equiality

Less Crime

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survey

By conducting a survey, we wanted to address our focus in our primary research to understand what is the primary desire and need of our community. It was a good way of finding out what majority of our end users wanted and if we were on the right track.

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Reinventing Living 1. What do you identify yourself as?

Male | Female | I’d prefer not to say

Reinventing Living 1. What do you identify yourself as?

Male | Female | I’d prefer not to say

2. What do you best identify with?

2. What do you best identify with?

3. What is your relationship status?

3. What is your relationship status?

4. What best describe your current living situation?

4. What best describe your current living situation?

5. Do you wish you had/were friendlier with your neighbors or roommates?

5. Do you wish you had/were friendlier with your neighbors or roommates?

Adult | Adult in School | Teen

Married with kids | Married | Single | In a relationship

Dorm | Rent | Own

Yes | No

6. How important is recycling/living sustainably to you?

Very Important | Kind of Important | Don’t Care

7. If you could change one thing about the way you live right now, what would it be? make it cleaner, also I sit in my bedroom all day

8. What do you desire from community? (please be as detailed as possible) safety and respect

Adult | Adult in School | Teen

Married with kids | Married | Single | In a relationship

Dorm | Rent | Own

Yes | No

6. How important is recycling/living sustainably to you?

Very Important | Kind of Important | Don’t Care

7. If you could change one thing about the way you live right now, what would it be? less rent

8. What do you desire from community? (please be as detailed as possible) fellowship, curiosity, empathy, get togethers, outings

survey responses

The survey responses revealed that people want connectivity and prefer to rent spaces that they live. Also, most of the people that did this survey are into sustainable living spaces.

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WHAT DO YOU IDENTIFY YOURSELF AS?

(36 responses)

DO YOU WISH YOU HAD/WERE FRIENDLIER WITH YOUR NEIGHBORS OR ROOMMATES? (36 responses)

WHAT DO YOU IDENTIFY WITH?

(36 responses)

Male

Adult

Prefer not to say

Teen

Adult in school

Female

WHAT IS YOUR RELATIONSHIP STATUS? (36 responses)

WHAT BEST DESCRIBES YOUR LIVING SITUATION? (36 responses)

Yes No

Other

HOW IMPORTANT IS RECYCLING/SUSTAINABILITY TO YOU? (36 responses) Very important

Married with kids

Dorm

In a relationship

Own

Married Single

Rent

Kind of important Don’t care Don’t care

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affinity

Affinity process helped us narrow down what we wanted to focus on, the connection of people and experiences.

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insights Moving forward from the process of affinity, we came up with a better way to explain our insights. Those insights were divided into three essential points, being the system, being personal and the people within the system.

From that, we decided to move forward with interviews and catch the essence.

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The System

People within the System

Personal

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Profession High School Teacher

Sarah V.

Age 28

Hobbies Spending time with kids, socializing with friends and go to eco-friendly activities.

Key Words Outgoing Creative Go-getter Experimental Friendly Goals To find a new house close to work and connect with new people.

Profession Technician at Gulfstream

Dave F.

Age 22

Hobbies Spending time with friends and drinking on the weekends.

Background Child of foster care, constantly found himself bouncing from house to house. He has never had any saying or a stable mode of income.

Goals Find a safe and stable home.

empathy map - sarah

By doing an empathy map on Sarah, helped us understand one persona that we can potentially look into. Where we found pains and gains that can assist us down the road when thinking about a solution.

Selfish Not sure if I want to change my living situation She is worried about where she will be next Wants to learn more about culture She desires comfort She is thinking about moving

THINK & FEEL? “So new age!”

“Everyone’s doing it” “I want one” Privacy There’s not much space.. How do we live like that?

“I made so many new friends!”

HEAR

SEE

Opportunity Feeling City Nature She sees her friends doing it

SAY & DO? This will make my life easier Things will be more accessible This will eliminate some hard life factors Will I get along with the people?

PAIN

Anxiety Loneliness “I want more connection” Not enogh space Insecurity wishing living

GAINS Minimal space yet enough to live Availability Interpersonal gain An interactive place to live Satisfaction with human connection

empathy map - dave

By doing the same process to Dave, it was clearer that our solution was going to alleviate his major pain, the work-force.

He wants to be able to live life to the fullest Tired on moving houses since childhood Unsafe in the current living situation Wants to live in a place he can finally call “home” He desires stability in life [emotional, financial and spatial] Financially insecure, unstable in life

THINK & FEEL? “This feels safe” Comfort “I won’t have to move from here. Thank God!” Don’t want to burn a hole in my pocket “It feels like home!”

HEAR

SEE

Security and Safety Other friends who enjoy life His constant struggle since a long time Other’s stability and satisfaction

SAY & DO? Can I afford a new place in my current situation?

Will I have to startt looking for new places soon?

I will not have to be paranoid because of my neighbors This will help me settle for a while

PAIN

Loneliness, needs to be wanted Emotional instability all through out their lives Lives in a barely enough, dangerous neighborhood No savings, works to make the bare minimum

GAINS Better human connection Affordable and stable housing Safe environment Emotional well-being

competitors - complementors map

The Competitors Complementors map gave us a direct view of all our contenders, and how some of them could complement our business as well. Some of these were competition. However, the others were potential partners or collaboration opportunities. This tool certainly helped us a lot as we identified a chance to team up or collaborate with a few other existing co-living organizations. We learned the flaws of current competition in the market and studied what they lacked to provide their end-users.

Hence, we primarily learned the strengths and weaknesses of the other participants in this field and mapped them out to reap benefits out of the existing situation.

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INTEGRATED OFFERINGS

SPECIFIC USERS

NON-SPECIFIC USERS

SINGLE OFFERINGS

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customer needs matrix

The customer needs matrix, created as a preliminary step to finding the blue ocean for our service. To do this, we considered some of the most important traits that people use to make decisions about a new home. Some of these were transparency with the management, safety, affordability, and community. We then mapped out the top 5 contenders for us and gave them points out of 5, based on how well they did in possessing the traits favored by our end-users. These showed us the weaknesses of our competitors, and areas where we could provide better solutions.

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blue ocean - indirect competitors

Blue Ocean for indirect competitors was helpful for us to understand what is the opportunity window, we found that their is a lack from transparency and affordability. The competitors used where in all status ranges.

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blue ocean - direct competitors

Blue Ocean for direct competitors was helpful for us to understand what is the opportunity window, we found that their is a lack of safety, privacy and location. That can be helpful in the developing of our blue ocean strategy.

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OPPORTUNITY STATISTICS

50% of work force will be freelancing by 2040

OPPORTUNITY STATEMENT

To develop affordable collaborative living and working spaces for freelancers, to connect and build strong relationships with companies.

What is co-living?

Shared housing design to support a purpose driven life. A modern, urban lifestyle that values openness, sharing, and collaboration.

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What is co-working?

Shared working spaces designed to foster an environment to share ideas, knowledge & equipment for people who are self-employed or working for different employers.

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WHAT IS FREE LIVE?

FreeLive is a new way of living for freelancers. Where freelancers, won’t have to worry about dilemmas, as of finding housing and giving up on your dreams. It is a model that lets freelancers experience life the way they want, even while working.

FreeLive will provide a link between the freelance and the companies employer. Give a home in the location the freelance desires. Also, provide an ocean of opportunities for future job hunts by facilitating a connection between them and the companies in a more direct manner. Bring them closer to big names in the industry by organizing in-person sessions, seminars, and workshops.

We give the freedom of living and experiencing a city, one day at a time.

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blue ocean

Blue Ocean tool helped us seek an opportunity window in Job connection for the freelancer where we found the more lack inbetween these platforms.

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LinkedIn Indeed Monster Glassdoor Transparency

Openess

Pricing Model

Social Impact

Quality

Job Connection |X

stakeholders map

The skateholders map was used to help us visualized more in depth the user, the direct partner and the indirect partner. To see how can the business flows works and what other partner opportunities are welcomed.

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Indirect

Direct

Collaborative Funds

Common

Podshare

Large Companies

Small Businesses

Users

We Live Baseline

We Work Freelancers Open Door Start-ups

Roam

Krash Partnerships

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journey map

Our Journey Map was use to understand the customer experience while using FreeLive.

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PURCHASE PHASE

AWARENESS

RESEARCH & CONSIDERATION

PURCHASE

POST-PURCHASE

CUSTOMER GOALS

Freelancers begin by looking into future short-term jobs.

The primary goal is to grab the attention of the freelancer during research and stand out from the competition so they so they desire to subscribe to the FreeLive system.

Once the freelancer has subscribed and confirmed a job, the goal is to secure the customer with a place to live through our coliving matching system so they have a place to live at a location of choice and can thus travel and stay within the FreeLive system.

The freelancer is connected with other freelancers, secured to a job, and connected to community within the world through security and travel.

Freelancer begins to look into FreeLive. They come across our website, which provides them with information about our services and the level at which they can subscribe.

Freelancer has subscribed and now has access to the app and will download.

Freelancer has subscribed and now has access to the app and will download.

Once the app is open, the freelancer will have a message in the “message” section of the app to welcome them.

The customer will then be able to access the “work” section to look for other jobs, the “profile” section, which is what future employers see, the “news” section to see updates within FreeLive and the area of work you’re in.

They are exposed to FreeLive through search engines and how it works.

TOUCHPOINTS

CUSTOMER EXPERIENCE

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Interact with our brand and website to learn more about FreeLive and our offerings.

They see that if they subscribe and pay, they have full access to our services as well as the app.

Talk with representatives about offered experience.

The freelancer will also be greeted on the site with a chat to answer any questions.

The customer will then be able to access the “work” section to look for other jobs, the “profile” section, which is what future employers see, the “news” section to see updates within FreeLive and the area of work you’re in. Then can move forward with living spaces through partnered coliving companies.

Talk with representatives about offered experience.

The freelancer will also be greeted on the site with a chat to answer any questions.

section to look for other jobs, the “profile” section, which is what future employers see, the “news” section to see updates within FreeLive and the area of work you’re in. Then can move forward with living spaces through partnered coliving companies.

FreeLive and the area of work you’re in.

CUSTOMER EXPERIENCE

CUSTOMER THOUGHTS

Customer feels hopeful when coming across FreeLive through the job search.

“This might be a good fit for me.”

Customer feels discouraged from the application process and how intense the job search is.

“This is too much for me to handle.”

Customer feels overwhelmed at the thought of their next freelance job.

“I’m excited for what the future holds but anxious about financial security.”

Customer feels better once they chat with an online representative who answers all questions and provides reassurance.

“I feel more comfortable and desire to be a part of FreeLive.”

Customer feels better once they see the payment is subscription based.

“If I can cancel at anytime, I might be more open and able to take part.”

Customer feels a little uneasy once the recognition of payment is seen.

“I don’t know if I can afford this service.”

Customer now must decide which location in the system to live.

“I have a hard time making decisions so deciding where to live is a challenge.”

Customer subscribes and receives a “welcome” message. They now feel connected and hopeful.

“I feel comforted and met in my current life state.”

Customer feels excited about possibly subscribing and is excited about future possibilities in work and living.

“I feel like FreeLive contributes to my lifestyle.”

FreeLive’s community connection helps to ease the burden of a new place.

“Knowing there are people to help me makes me feel much more connected.”

Customer now must move to new location.

“This is a lot of work for me to move.”

Customer is now secure with a job and is excited about the possible community that is to come.

“I am excited to meet other freelancers that have the same free nature as I do.”

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value proposition

The Value Proposition map was use to understand what is the position of the user and the pain, gains and goals that we as a team should focus on with our concept.

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- Hubs all over the country - Company collaborations - Facilitation for job search - Workshops, seminars conducted by successful companies

CUSTOMER PROFILE - Window to exploring new places and new experiences - Providing hassle-free housing

GAIN CREATORS PAIN RELIEVERS - Housing options and flexibility in accommodation - Making connections to big companies convenient and easy - Conducting sessions with employees at many successful companies

- Freelancers get to travel, live life to the fullest - Connecting and collaborating with companies as well as other freelancers in the community - Networking, which in turn leads to an easier job hunt and - Sign up for more connections Freelive - Conduct job search through the app/website - Exploit connecting - Freelancers cannot find opportunities good housing - Need for good platform to connect with companies - Lack of in-person exposure

GAINS PAINS

CUSTOMER JOBS

PRODUCTS AND SERVICES

VALUE MAP

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business model canvas

The BMC is essentially a key to all transactions and connections that a company makes. It discusses all factors key to the business, like partners, value proposition for customers, areas of expenditure and revenue streams. It gives us a clear picture of where the money is being spent, where and whom we get the money from, the channels through which money flows.

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KEY PARTNERS

KEY ACTIVITIES

� Common � Podshare � We Work � We Live � Roam � #Slack � Basecamp � Asana � Planscope � High-end Companies (Google) � Medium size Companies � Startup Companies

� Platform Maintenance � Market Research � Network Builder � Improved and updated system framework � Updates with companies

KEY RESOURCES � Collaboration with Partners � Subscription Plan � Content and Branding � Creative Platform (Website and App)

VALUE PROPOSITION 1. Accessibility to build their own network and add exposure to jobs, self-recruting, transparent and speedy job search 2. Creating the liberty to work remotely and supplying an affordable subscription living 3. Instant credible and valuable content and by giving the resources to find the perfect freelancer’s fit 4. Freedom of moving houses for more travel and exploring opportunities.

CUSTOMER RELATIONSHIPS � Social media engagement � Promotional offers for different locations � Benefits for Freelance Platform � Dedicated white-collar job connection learn

CHANNELS � Website � App � Social media (Facebook, Instagram, Twitter) � Partner’s Website (Common, WeLive, Podshare, Roam) � Blogs and Chatters � Industry Events

COST STRUCTURE

REVENUE STREAMS

� Payroll � Manufacturing (Content) � Customer Service � Marketing Team � Social Advertising � Promotional Offers

� Subscription Plan � Fixed Pricing Model � Selling Jobs � Collaborations

CUSTOMER SEGMENTS 1. Freelancers that want to have a good job opportunity 2. Freelancers that are wanting to live in an affordable and collaborative environment 3. Companies that are wanting to research on a good and experienced freelancer 4. Freelancers who want to explore different places and have new experiences while working

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branding style guide

We wanted to use a fresh, vibrant, yet elegant palette for our web interface.

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PRIMARY LOGO

ALTERNATE/SECONDARY LOGO

FREE LIVE FREE LIVE COLORS

DEEP SEA

MEDITERRANEAN

SHORE

FIELD OF LILAC

WHITE

84/64/44/29

60/2/38/0

65/34/30/2

36/25/14/0

00/00/00/00

50/75/94

97/192/175

99/142/159

165/175/194

255/255/255

#324B5E

#61C0AF

#EE786C

#C3DDB3

#FFFFFF

FONTS

BRANDON GROTESQUE

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789

TAGLINE

LIVE TO CONNECT.

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wire frame

HOME

Live to connect.

ABOUT

LOCATIONS

JOIN

service encounters map

The service encounters map is the tool used to understand a step by step on how is the process of the freelancer when using our service/system.

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User (Freelancer) is in need of work Google Search Compares services platform to spread word and apply (LinkedIn vs. Free Live)

SIGN UP Identifies Free Live (As a facilitator for living spaces)

Enters Free Live website...

Creates Profile

Uploads Information (CV/Resume, Portfolio, Work Experience, Work Goals and Interests, Living Interests)

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Ema

erience, nterests)

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Email on job opportunity

Apply for Job

Interested in Living (depending on Location of job)

Analysis on our partners

Freelancer gets job

Send update to Freelancer on living interests based on job location

Freelancer signs contract

Contact Com for vac

ontract

Contact Common (Partner) for vacancies

Contact Freelancer with vacancy opportunity on Common (based on interests)

Freelancers gets to pick location (pay based and roommate matched)

Picks Common (Partner)

Update Freelancer with jobs and housing change

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zag

ZAG is a concept developed by author Marty Neumeier. His book Zag: The Number One Strategy of High-Performance Brands, talks about a seventeen step process which encompasses everything needed for vision and direction for a new organization or an existing brand trying to reinvent itself.

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What do you want to accomplish in 5/10/20 years 5: Urban spaces for freelancers in the USA 10: Suburban and Spaces in exotic locations for freelance adventurers across the globe.

20: Reinvention of living spaces across the globe, starting in the suburban, USA

Where do you have most credibility?

We have the most credibility in the business of connecting people

Where do you have the most experience?

We have the most experience in linking people to organizations

Our wa stakeh

What trend is powering your business?

The millennial outlook that Experiences > Materialistic Gains.

What ne How powerful is it?

It's powerful enough to last reinvent the experience of living.

Who else competes in your category?

Welive, Podshare

What business are you in?

We are in the business of 1. Enabling companies find the best talent 2. Enabling individuals with a holistic work-life balance.

How can you make this vision palpable and exciting?

Provide an enticing front end to the consumer (freelancers) and a strong back end for partner companies.

Can you ride more than one trend at a time?

We intend to ride all the four waves to reach the blue ocean.

Who comes 1st, 2nd, 3rd in customers minds?

1. Co Pass 2. We Live, Podshare, Common, Krash, Roam

What's the one thing that makes your brand both different and compelling?

Our brand is different and compelling because it fosters competition through collaboration. Because it not only enables the best talent but because it boosts their quality of life.

Who are you?

What do you do?

What is your vision?

What wave are you riding?

Who shares the brand scape?

What makes you the only?

Write a future obituary for your brand Free Live, the company that taught us all how to coexist with each other forty years ago, is no more. Starting off in the small town of Savannah Georgia, the tiny company had grand ambitions. To reinvent the way the new age American lived. The collaborative nature they nurtured within their housing units enabled the massive money making machine create more value for the individual. More than the dreary cubicle 9 to 5, or open floor space firm ever could. Free Live will be missed.

Decide what your purpose is beyond selling product /service Our purpose is to: 1. Help brands connect to high talent individuals.

2. Help individuals live in an inspiring collaborative space

Paint a vivid picture of your future Collaborative housing/ working structures blanketing the planet.

Make a list of the trends that will power your success 1. Millennial want to return to suburbia.

2. Growth in millennial freelancers.

3. A want for inspiring collaborative spaces.

4. A want for communal living.

Find out how your brand ranks with customers Refer 2x2 - competitor map

Complete a simple online statement Our brand is the only one that promotes competition through collaborative living and working spaces.

Design a strategy to become number one or two We are the first market movers

State your purpose in 12 words or less To connect companies to inspired freelancers living in collaborative working/living space

Go back and refine it further The 17-step Zag is the outcome of refinement

Add detail by answering what, how, who, where, when and why What: The only professional network How: That connects high-performance freelances in an inspiring collaborative space Who: To partner companies Where: Across the world Why: So as to boost quality of life When: In an era of decreased interpersonal relationship/skill

Where does your passion lie?

Our passion lies in enabling competition by assigning higher value to collaboration

THE 17 - STEP PROCESS

What are

Test it on a real piece of communication Pitch in class Media: Digital

Use it repeatedly to illustrate the direction of your business

Or, become the first mover in a new category Provide an enticing front end to the consumer (freelancers) and a strong back end for partner companies.

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Having facing e

How do

The rem

Make a off 1. Collab 3. For

Decide w

Add: in c

Be brut

Is your name helping or hurting your brand?

Helping

What are existing brand elements undermining your onliness?

Our want to please too many different stakeholders. We might be running ourselves too thin.

e one thing that makes your th different and compelling? d is different and compelling fosters competition through on. Because it not only enables ent but because it boosts their quality of life.

What makes you the only?

e a simple online statement is the only one that promotes on through collaborative living and working spaces.

by answering what, how, who, here, when and why he only professional network connects high-performance s in an inspiring collaborative space o: To partner companies here: Across the world o as to boost quality of life an era of decreased interperonal relationship/skill

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What new brand could strengthen your onliness?

Having a separate entity for company facing end and freelancer (user) facing end.

How do the remaining elements align with your vision?

The remaining elements fit well into the 5/10/20 year plans.

What should you add or substract?

Make a list of all current and planned offerings and brand elements 1. Collaborative housing/working space 2. In suburbia 3. For adventurers in exotic in exotic locations.

Decide which offerings to keep, sacrifice or add Add: integrated services to Free Live centers in exotic locations Be brutal - it's better to err on the side of sacrifice

How can you unpack your name, true line, and tagline?

We create a collaborative living and working experience, so as to connect you to business who need you

If it's hurting, is there an opportunity to change it?

Yes. Make it more neutral/company facing If it's too late to change it, is there a way around it?

Create subsidiaries within the same branded house

Who makes up your brand community?

Freelancers. Adventurers. Companies.

How can you manage the "gives and gets" so everyone's happy?

Provide an enticing front end to the consumer (freelancers) and a strong back end for partner companies.

Who loves you?

Diagram your brand's ecosystem User (freelancer) > Community > Free Live > Organizations Decide how each participant will both contribute and benefit 1. User (freelance): Communal/ collaborative living/ work space 2. Organizations: Reach to high-quality talent

How can you enroll brand advocates through messaging?

Freelancers who help spread the word get higher benefits within Free Live

Which competitor can you paint as the bad guy?

Everyone on the Co Pass list

Is it suitable for brand play?

Does it have creative "legs"?

Yes. Free live, Free work, Freedom and so on...

What's the one true statement you can make about your brand?

We boost competition through collaboration

How can you align all your communication on with your zag?

Focus on getting the word out through the companies. Sell them on how important Free Live is.

Who’s the enemy?

What do they call you?

How do you explain yourself?

How do you spread the word?

Tell your customers what you're not, in no uncertain terms We are not just a housing/networking entity.

Choose a name that's different, brief and appropriate Free Live

Craft a true line that tells why your brand is compelling Our brand is compelling because it enables companies to connect to high talent freelancers

Make sure your messaging is as different as your brand 1. Word of mouth 2. Uber/Lyft advertising 3. Advertising through partner companies

Make sure it's easy to spell and pronounce Find out if the name can be used as a URL Available Determine how easy or difficult it will be to legally defend

Avoid any commas or "ands" Turn your true line into a tagline to use with customers Live to connect

Only compete at the touchpoints where you can win Don't do app banner campaigns

What are you selling and h selling it?

Housing/working/connectin Selling it through subscrip

Which touchpoints will compete in white sp Unification of 1. Housing 2. Work 3. In myriad locatio 4. FreeLive framew

How do people engage with you

Map your value propositio those of your compet Refer Value Propos

See which competitive are avoid entirely Avoid conventional housin

Discover customer touchp you’ll be unoppos Aren't any. We're competin spaces. Our major value is unifying multiple fi

How can you unpack your name, true line, and tagline?

We create a collaborative living and working experience, so as to connect you to business who need you How can you enroll brand advocates through messaging?

Freelancers who help spread the word get higher benefits within Free Live

can

our

it high

o use

How will customers learn about you?

1. Online profile.

2. Word of mouth.

3. No aggressive marketing 4. Through partner companies

What are you selling and how are you selling it?

Housing/working/connecting Platform.

Selling it through subscription basis.

How can you "Enroll" them in your brand?

Extravagant onsite onboarding experience Who will be your competition at each touchpoint?

Blue Ocean

How can you help customers build barriers to competition?

The framework itself ensures high talent individuals at one location

How can the whole be worth more than the parts?

With massive cross country/planet network

How can you align all your communication on with your zag?

Focus on getting the word out through the companies. Sell them on how important Free Live is.

Which touchpoints will let you compete in white space?

Unification of 1. Housing 2. Work 3. In myriad locations 4. FreeLive framework

Where should you put your marketing resources?

1. To enable and sway word of mouth, i.e. actual user experience.

2. Partner company event hosting

How can you avoid creating a "disloyal program"?

Constant feedback loops from both ends (freelancer and companies)

How do you spread the word?

How do people engage with you?

What do they experience?

How do you earn their loyalty?

How do you extend your sucess?

How do you protect your portfolio?

Make sure your messaging is as different as your brand 1. Word of mouth 2. Uber/Lyft advertising 3. Advertising through partner companies

Map your value propositions against those of your competitions Refer Value Proposition

Map the customer journey from non-awareness to full enrollment Refer UX maps

Start by being loyal to consumers Loyalty is ensured through connecting freelancers to companies directly

Choose between a house of brand and a branded house Branded house

Avoid C- sickness - contagion, confusion, contradiction, and complexity Make it clear who your two primary stakeholders are

See which competitive areas you can avoid entirely Avoid conventional housing markets

Bet your resources on the experiences that ZAG Refer UX maps

Don't make new customers feel punished or excluded New customers go through an onboarding experience hosted by others living in the house. A sort of initiation.

Add extensions that reinforce the brand's house 1. Suburbia 2. Exotic locations (within the USA) 3. Exotic locations (international) 4. Partner with Co Pass

Only compete at the touchpoints where you can win Don't do app banner campaigns

Discover customer touchpoints where you’ll be unopposed Aren't any. We're competing in shared spaces. Our major value is that we're unifying multiple fields

Give loyal customers the tools to introduce new customers As part of the app

How do you keep the brand year after a year?

Expand to new locations.

1. Suburbia 2. Exotic locations (within the USA) 3. Exotic locations (international) 4. Partner with Co Pass

How can you stay focused under shortterm profit pressure?

Provide compelling experiences for freelancers in network

Understand the long- term effects of brand extensions As long as two separate primary stakeholders are taken care of, brand extensions should take care of themselves.

Avoid extensions that unfocus the brand's meaning Different demographics is fine. Let's not move away from freelancers for now.

Avoid extensions that bring you into competition with leaders No to 4. Partner with Co Pass

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REFERENCES

[1]https://soa.utexas.edu/sites/default/disk/policies_codes/policies_codes/09_02_su_stark_erin_paper_ml.pdf [2]https://www.theguardian.com/business/2016/mar/20/co-living-companies-reinventing-roommates-open-door-commonhttps://www.welive.com https://krash.io https://www.youtube.com/watch?v=zb4pk2kYPLQ http://purehouse.org https://www.common.com [3]https://www.forbes.com/sites/alexkonrad/2016/04/04/inside-wework-coliving-space-welive/#264d8b827145 [4]https://www.thecollective.co.uk/coliving [5]https://www.fastcompany.com/3047371/general-assembly-founders-next-startup-is-a-co-living-company [6]https://www.fastcompany.com/3047475/six-months-inside-a-co-living-house-silicon-valleys-answer-to-urban-housing-problems http://podshare.co/#action [7]http://www.newyorker.com/magazine/2016/05/16/the-rise-of-the-co-living-startup [8]https://www.theatlantic.com/business/archive/2015/11/coliving/414531/ http://www.commonspace.io/#community-living [9]https://www.forbes.com/hsbcpersonaleconomy/shared-living.html [10]https://www.nytimes.com/2015/08/02/realestate/the-millennial-commune.html?_r=1 [11]https://undark.org/2016/05/31/psychology-living-small-spaces/ [12]https://skift.com/2016/06/06/heres-why-co-living-could-be-the-next-big-hospitality-trend/ [13]http://ny.curbed.com/2017/3/6/14829250/brooklyn-co-living-common-start-up-rentals [14]http://ny.curbed.com/2016/2/18/11080132/common-nycs-latest-co-living-start-up-expands-its-brooklyn-footprint [15]http://www.businessinsider.com/what-is-co-living-2017-2 [16]https://www.fastcodesign.com/3046722/the-psychology-of-living-in-skyscrapers https://www.ft.com/content/ce80021e-f036-11e5-9f20-c3a047354386 [17]http://observer.com/2016/02/haute-house-share-common-makes-co-living-play-in-williamsburg-with-51-bed-residence/

http://www.kollektivhus.nu/pdf/SwedishCohousing14.pdf http://www.birmingham.ac.uk/Documents/college-social-sciences/social-policy/hsmc-library/snappy-searches/Cohousing.pdf [22] https://outsite.co/blog/guide-to-coliving/ [23]https://www.forbes.com/sites/carolinebeaton/2017/02/09/why-millennials-are-lonely/#5bf7166d7c35 [24]https://www.quora.com/What-is-the-business-model-of-OYO-Rooms [25]https://www.fastcompany.com/3047475/six-months-inside-a-co-living-house-silicon-valleys-answer-to-urban-housing-problems http://www.auroville.org/contents/572 [27] http://www.wired.co.uk/article/coliving-housing-wework-pure-house http://onesharedhouse.com/thestory/what-is-co-living/ http://coliving.org/ http://opendoor.io/so-what-exactly-is-coliving/ [30]http://classof2020.nl/news/first-time-discussion-on-student-housing-co-living-in-europe-at-the-class-conference-vienna/#sthash.u4YIU2yR.dpbs [31]https://www.dezeen.com/2016/07/15/in-the-future-we-will-all-be-homeless-says-co-living-entrepreneur-the-collective-james-scotthousing/ https://www.kiwanischateau.ca/customize-your-living-space/ http://www.nallecustomhomes.com/making-the-most-of-your-living-space/ http://www.thisiscolossal.com/2015/09/everblock-customize-your-space-with-oversized-modular-lego-bricks/ https://www.quora.com/What-co-living-initiatives-exist-for-tech-entrepreneurs-in-New-York [36]http://realestatetechnews.com/blog/co-living-spaces-a-solution-for-tech-housing [37]http://www.heritage.org/jobs-and-labor/report/automation-and-technology-increase-living-standards [38]http://factor-tech.com/feature/the-co-living-revolution-is-coming-and-this-is-its-blueprint/ [39]https://www.nap.edu/read/12927/chapter/14 [40] http://www.ohiohistorycentral.org/w/Ohio%27s_Prehistoric_Timeline

[41] http://cahokiamounds.org/timeline/ [42] http://mormonuniversalism.com/771/the-scattering-and-gathering-of-israel-2/ [43]https://www.forbes.com/sites/brucedorminey/2013/04/29/far-future-of-the-living-room/#5510527e540c [44]http://www.scmp.com/property/hong-kong-china/article/1772978/china-property-venture-you-helps-its-young-tenants-achieve [45]https://www.bloomberg.com/news/features/2015-12-02/why-china-s-millennials-are-happy-to-own-nothing [46]https://thehustle.co/why-millennials-are-unhappy [47]http://www.huffingtonpost.com/wait-but-why/generation-y-unhappy_b_3930620.html [48]https://www.theatlantic.com/business/archive/2016/09/millennial-housing-communal-living-middle-ages/501467/ [monetary angle] char char. timeline.

[50]http://www.inman.com/2017/01/23/how-co-living-is-changing-the-american-dream-of-homeownership/ [American land ownership] [51]http://sun-and-co.com/2016/07/why-coliving-new-coworking/ [52]http://www.citylab.com/navigator/2016/02/brief-history-of-co-living-spaces/470115/ [53] http://www.governmentauction.com/how-to-buy/foreign-land-buyers/ [lol] [54]http://www.dailymail.co.uk/news/article-2527776/Size-DOES-matter-micro-apartments-linked-psychological-problems-DOMESTIC-VIOLENCE-SUBSTANCE-ABUSE-experts-warn.html [55]http://www.citylab.com/navigator/2016/02/brief-history-of-co-living-spaces/470115/ [56]https://www.cnu.org/publicsquare/ten-reasons-new-american-dream https://www.slideshare.net/vault415/the-first-americans-ppt https://www.slideshare.net/accesssfax/native-americans-powerpoint?from_action=save http://www.ducksters.com/history/native_american_teepee_longhouse_pueblo.php http://globallivingmagazine.com/the-millennial-nomad/ http://fullnomad.com/2016/05/12/co-living-abroad-why-it-aint-for-this-nomad/ http://home.splittable.co/evolution-co-living/ https://lasindias.blog/a-very-brief-history-of-the-meaning-of-community

https://medium.com/@kristynrenee/why-the-future-of-housing-is-coliving-dc2a374a6c3c https://www.founder.house http://www.businessinsider.com/co-living-startups-turn-normal-2016-7 https://www.linkedin.com/pulse/future-living-coliving-locations-us-john-metcalf http://www.coliving.club/agreement.html http://thetinylife.com/what-is-the-tiny-house-movement/ http://grist.org/cities/cohousing-the-secret-to-sustainable-urban-living/ http://www.jobs4people.org/jobdetail.aspx?jobid=12142 http://www.tandfonline.com/doi/full/10.1080/17535069.2015.1011427?scroll=top&needAccess=true http://www.cohousingresearchnetwork.org/bibliography/ https://www.nytimes.com/2016/09/20/opinion/modern-housing-with-village-virtues.html?_r=0 **DATA OF 2011 http://www.harbourside.ca/pdf/How%20is%20Cohousing%20different%20from%20a%20Coop.pdf****use this chart in creative brief http://www.sfgate.com/homeandgarden/article/It-Takes-a-Village-A-decade-after-the-concept-2825677.php GREAT ARTICLE!!!

THE HANDBOOK: http://library.uniteddiversity.coop/Ecovillages_and_Low_Impact_Development/Cohousing/The_Cohousing_Handbook-Building_a_Place_for_Community.pdf BENEFITS OF COHOUSING: https://extension.ucdavis.edu/sites/default/files/co_housing.pdf BUILDING GUIDELINES: http://www.cohousing.org/docs/cohous_-_useful_documents.pdf CASE STUDY: http://ced.berkeley.edu/downloads/gallery/arch/CoHousing_booklet.pdf https://startupbnb.com/coliving/

http://opendoor.io/so-what-exactly-is-coliving/ http://earth911.com/home-garden/ecovillages-5-american-exciting-examples/ https://www.cmhc-schl.gc.ca/en/inpr/afhoce/afhoce/afhostcast/afhoid/cohode/shfa/shfa_001.cfm Unused rooftop housing - http://www.curbed.com/2016/7/7/12118668/tiny-prefab-homes-rooftop-cabin-spacey https://www.forbes.com/sites/neilhowe/2016/07/14/millennials-are-so-happy-living-and-working-together/#73bef50c4fb4 https://outsite.co/featured/living-service/ http://www.latimes.com/business/technology/la-fi-tech-coliving-20160224-story.html https://0-www.statista.com.library.scad.edu/statistics/448281/median-income-millennials-usa/ http://www.aviato.club/coliving-for-todays-millennials/ http://www.uscreen.tv/5-reasons-why-millennials-are-adopting-subscriptions/ http://www.goldmansachs.com/our-thinking/pages/millennials/ https://relate.zendesk.com/articles/a-ready-made-life-coliving-may-be-the-answer/ http://www.salon.com/2016/10/01/building-a-better-burb-the-race-to-design-a-sustainable-suburbia-is-also-making-the-suburbs-kindof-cool/ http://www.sandiegouniontribune.com/sdut-city-life-may-be-trend-but-many-hearts-hold-place-2013jun08-story.html http://www.genfkd.org/20639-2 https://www.fastcompany.com/3029391/infographic-the-death-of-the-office?utm_source=facebook#3 https://www.lonelyplanet.com/travel-tips-and-articles/the-world-is-your-office-remote-working-on-a-roll https://yourstory.com/2017/01/millennials-freelancing-career-opportunity/ https://www.fastcompany.com/3044478/why-millennials-understand-the-future-of-work-more-than-anyone-else http://ask.metafilter.com/142346/Renting-an-apartment-on-a-freelance-income http://www.pbs.org/newshour/making-sense/fate-workers-freelance-economy/ http://blog.credit.com/2015/12/freelancers-heres-what-you-need-to-know-about-buying-a-home-131675/ http://ask.metafilter.com/142346/Renting-an-apartment-on-a-freelance-income