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GARBINEAT / BUSINESS PLAN


“THIS IS THE GARBINEAT PROJECT”


INTRODUCTION

The idea of the project comes up from the work done in the subject Project IV at the University of Alicante. The course promotes the architecture as a mediator between the interests of different actors involved in a specific event. The aim is to discover "needs" and "opportunities" from a complex analysis-interpretation of reality.

GarbinEAT is a project that aims to reactivate the trade and encourage the use of public space in the neighbourhood of Garbinet putting manifest new uses of urban infrastructures, generating an identity. For this, the project aims to enhance the resources of the neighbourhood, taking into account both its gastronomic tradition and the new buying habits appeared in the last decade: take away culture. It is also used as the main attraction, the existing landmark of the roundabout, the Millennium Gate. Business plan / GARBINEAT / 1


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ACTION PLAN FINANCING MANAGEMENT BUSINESS MODEL

STRATEGY

VALUE PRODUCT

MARKETING

MARKET ANALYSIS

SWOT ANALYSIS

GARBINEAT PROJECT

M. STRATEGIES

Business plan / GARBINEAT / 3


PRODUCT

//////////// WHAT WE OFFER \\\\\\\\\\\\\\\\\\\ CONSUMPTION

MORE

SALES

CONFORT

TRADES

Bars

CONSUMERS

Services

Neighbours / Visitors

CREATE A NEW BUSINESS MODEL

ADAPT THE NEW CONSUMERS TRENDS

COMMERCIAL INTERVENTION

GARBINEAT POINT New business model based on partnership. The idea is to take the trade out adapte to new consumer trends.

PARTICIPANTS

SERVICES OFFERED

TRADES

TRADITIONALS

TAKE AWAY

(MONDAY - SATURDAY)

COMMON TERRACE

DRIVE THROUGH

A

B

SERVICES

COMMERCIAL INTERVENTION

O P

OPORTUNITIES TAKEN IN ACCOUNT

PROBLEM SOLVED

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O POINT OF COMMERCIAL INTERST GASTRONOMY TRADITION NEW CONSUMERS TRENDS

P LACK OF PARKING DECREASE OF COMMERCER

CLIENTS

A TARGET A

B TARGET B


PRODUCT

\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\ NEW SOCIAL

PROMOTION

TERRACE

SUPPORT

NEIGHBOURHOOD

CITY COUNCIL

Bonfires

Neighbours Community Ceter

Urban Image Councul

PREPARE A NEW SPACE FOR THE CULTURAL ACTIVITIES

COMPLEMENT AN ELECTORAL PROJECT

PUBLIC SPACE

IMAGE

INTERVENTION

INTERVENTION

SUNNY SUNDAYS New activity in the public space based on the partnership between the differents socio-cultural associations. It is the celebration day for the neighborhood, where the activities of this associations are taken out .

PARTICIPANTS ASSOCIATIONS

SERVICES OFFERED

CLIENTS

GARBINEAT

C

(SUNDAYS)

TERRACE

BONFIRES

NEIGHBOURS

COM. CENTER

C

TARGET C

PUBLIC SPACE INTERVENTION

O

P

IMAGE INTERVENTION

O

P

POINT OF COMMERCIAL INTERST

POINT OF COMMERCIAL INTERST

POINT OF COMMERCIAL INTERST

POINT OF COMMERCIAL INTERST

GASTRONOMY TRADITION

GASTRONOMY TRADITION

GASTRONOMY TRADITION

GASTRONOMY TRADITION

NEW CONSUMERS TRENDS

NEW CONSUMERS TRENDS

NEW CONSUMERS TRENDS

NEW CONSUMERS TRENDS

Business plan / GARBINEAT / 5


PRODUCT

CONTEXT

WHY ? The main discovery comes after the analysis of roundabouts Alicante as residual surfaces with the potential to serve the city for more than a pure ornament . In our case roundabout Agatángelo Soler is chosen for intervention for two reasons, its strategic position and its landmark sculpture . The roundabout has a strategic location as it is designed as an articulator point in the new urban fabric of the plan "Parque de las Avenidas" conducted in 1988. Therefore, it acts as a node of the main streets and boulevards of Garbinet. Its location makes it visible by 38,000 daily drivers and 200 pedestrians per hour. The sculpture “La puerta del Milenio”, created by the Alicante sculptor Eduardo Lastres in 2011, has a monumental scale, measuring about 25 meters. This sculpture is recognized and associated with the roundabout providing an own identity. The project uses the roundabout as a means of communicating and claim. This roundabout is placed in the neighbourhood of Garbinet, which becomes one of the youngest neighbourhoods of the city of Alicante. In fifteen years the population of the district, which in 1999 was 2,615 people exceeds 10,600 ten years later. However this growth has been uneven, with the 6 / GARBINEAT / Business plan

onset of the crisis in 2008 the growth of the district is frozen and it appears three distinct parts. On one hand, between new buildings and wide avenues even resists the old Garbinet neighbourhood where you can breathe a clear rural environment, which highlights the large number of body shops and paint. On the other hand, the new part that develops along the Boulevard Juan Sanchis Candela, is yet to be completed, with the majority of its business premises unopened. Finally, the part of the neighbourhood that is developed along the axis of the Medico Vicente Reyes Street and the Boulevard Pintor Xavier Soler is where most commercial activities are placed, and where we will focus when developing the project. The project will remove the invisible barriers and generate a unique fabric that allows the development of the neighbourhood. For this GarbinEAT uses public space as a base, since Garbinet is one of the neighbourhoods with the highest number of green areas in Alicante. We found 10,500 m2 of green areas, representing about 22m2/habitant while the city average is 11m2/hab . With the analysis of Garbinet is discovered that is filed by the Department of Commerce as a point of commercial interest, however, the inclusion of its premises in Alicante's economy is quite weak, since the number of closed locals is quite high. It’s here when the need for revitalization appears. Also, after the analysis of the activity in the neighbourhood, it appears some discoveries with the gastronomy as a common point:


PRODUCT

On one hand, we find the popular tradition of eating on the street. This occurs throughout the neighbourhood but under different identities. In old Garbinet, we found chairs in public space during all the year and the tradition of sharing dinner with the other neighbours every summer day. In the rest of the neighbourhood this tradition translates to celebrate the festivity of communities in their private urbanizations. Furthermore, the three bonfires linked to the neighbourhood, make popular lunches in the parks on Sundays throughout the year. Regarding the commercial activity, the restoration business appears as the largest trade offer, located primarily in the Medico Vicente Reyes Street and Avenida Pintor Xavier Soler , corresponding to consolidated Garbinet area .

feedback within different commercial branches. Finally, one of the major problems for the commercial development of the area is the lack of public parking, as the Pintor Xavier Soler Avenue is part of the Gran Via and is one of the main arteries that connect the city 's neighbourhoods, being impossible to locate parking spaces. GarbinEAT tries to solve this problem by promoting the collection system from the car, streamlining purchases and removing existing traffic problems.

Looking more deeply these trades we face two kinds of different options: The traditional bars and restaurants to take away. Traditional neighbourhood bars leverage the size and scale of public space to place terraces, which exploit the good climate of the city of Alicante. Besides these terraces pose much of their success because they are used as a showcase and produce a customer complaint. The takeaway restaurants, however, take advantage of the need to eat out , a fact linked to modern life for many and varied reasons ( distances from home to work , part time , time savings , etc. . ) . The project seeks to bring these features and therefore proposes to gather together the potential of both systems. GarbinEAT not only acts in the restoration but it also includes trades likely to adopt the terrace and take away service. Generating

Business plan / GARBINEAT / 7


PRODUCT

“OBJECTIVES” “SUCCESS KEYS”

Get the necessary volume of trades It is important that trade in the neighbourhood are active participants in the development, so we have to promote private economic benefits, as will those who stimulate the project.

Communication is vital Potential customers will judge our qualities watching what we do and the image we project. Our communication should be the living expression of the qualities, skills and promote alternatives.

Exceptional care and customer relationship Customers are the ones who keep alive the success of the project, which is why we must perceive that we understand your needs and goals.

Comply with project objectives The purpose of the project should not forget the success of the stores next to social success would assume project success.

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IDENTITY COMMERCIAL REVITALIZATION PUBLIC SPACE REVITALIZATION “RISKS” The risks that must tackle a project like ours are, firstly the inherent any new business: customer acquisition, initial oversizing or lack of financial oxygen. On the other hand, we find the possible lack of interest in the project from the trade or the commercial competition, which may be given by the shopping malls.


PRODUCT

“BENEFITS” ECONOMIC

ENVIROMENTAL

COMMERCE REVITALIZATION: GarbinEAT as an incubator

ENRICHMENT OF THE PUBLIC SPACE trough new activities

Neighbourhood promotion: REVALUATION of the area

The project is configured taking advantage of the potential of the EXISTING RESOURCES of the neighbourhood.

Reinforce of the trade: quantity and quality of the EMPLOYMENT TOURIST Attraction

Upgrade the use of PUBLIC TRANSPORT with the increase of frequencies of the lanes that connect the neighbourhood with the city.

CULTURAL

SOCIAL

Reinvention of a NEW GASTRONOMIC TRADITION, the mix of the Mediterranean tradition with the new fast ways of living.

The Sunny Sundays promote the CITIZENS PARTICIPATION

Transformation of private mores of the communities in a COMMON TRADITION of the neighbourhood, generating a big festival. REINFORCE the identity of the BONFIRES by making them participate in the event. IMPROVE the services of the COMMUNITY CENTER

Garbinet

The citizens participation in the weekly event encourage the UNION of the fragmented neighbourhood It achieves the revitalization of the public space through SOCIO-CULTURAL ACTIVITIES. The construction of a NEW OUTDOOR PUBLIC SPACE enabled for the different activities of the neighbourhood associations.

The new urban image and the activities of the new neighbourhood secure an IDENTITY FOR GARBINET. Business plan / GARBINEAT / 9


PRODUCT

WHO? “PROMOTERS”

The two promoters of this project are currently students of architecture at the University of Alicante. The study has provided us with experience, knowledge and skills in areas of urban action. We also share a common vision of how it should be our business as intermediaries between the interests of different agents involved in this event and approaches for success.

Rocío Egío Perez: Born in Murcia, began her studies at the University of Alicante in 2008 and she highlights for its artistic and design skills. She has studied in 2011 at the EPFL, Ecole Politecnice Federal de Lausanne, in Switzerland. She is currently finishing her studies in Alicante. Sandra Palau Palacio: Born in Barcelona, she began her studies at the University of Alicante in 2008 , since then she is been developing organizational and management skills. She moved to Berlin to study at the Beuth Hochschule für Tecnik in 2011 for one year. Currently she is finishing her studies in Alicante. 10 / GARBINEAT / Business plan


PRODUCT

“AGENTS” TRADES How: Providing the services and prepare the orders in the Garbineat Point. Interest: New purchasing model and brand image promotes the relationship between premises that increase the sales.

BONFIRE & COMMUNITY CENTER

GARBINEAT POINT CONSUMERS How: shopping and everyday activities Interest: It adapts to their needs, it’s more efficient Loyalty service (bonus card) get many offers.

PARTICIPANTS IN THE SUNNY SUNDAYS

How: Outdoor activities and workshops

How: Doing workshops and outdoor activities

Interest: They can be released and reach more people, getting more neighbours involved in these tasks.

Interest: Obtaining new skills and enjoying the family company in the public space.

CITY COUNCIL

NEIGHBOURS

How: Low investment

How: Indirectly

Interest: The city upgrade one of its trade area while the urban image is regenerated. Tourist attraction in the neighbourhood and the city.

Interest: Quality of neighbourhood improving and becoming a landmark of the city. The street is set up as a meeting place that enhances social activity and the conditions of public spaces get enriched with new infrastructure. Business plan / GARBINEAT / 11


PRODUCT

MARKET ANALYSIS

The main activity of GarbinEAT project focuses on the gastronomy of the neighborhood, as it is the most potent commercial activity in the area. The situation in which this sector is in Garbinet corresponds to 33 % of trade. These bars can distinguish the two types, first the traditional food that would be 34 and 25 on the other new bars, restaurants and take away chains that each day will be more and more numerous in the neighbourhood. Another relevant fact is the number of terraces found in this area , regardless of Being lifelong bars or new chain restaurants. It seems that this is one of the keys to success in this sector has Garbinet . In the city of Alicante is found that the rate of restoration per 1000 population as the first alternative leisure is 7.71 In terms of quality of life, the Alicante have a good endowment of restoration as the main alternative entertainment. But even so, the supply of the city is low compared to other cities with clear orientation to services and has identified a lack of diversification. The commercial profile of the city of Alicante; distribution by type of trade is on the average of the cities analysed. However, there are small deficits in the city that undermine their competitive capacity. It should have a more diversified business to achieve a higher degree of differentiation.

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RESTORATION

OPEN PREMISES

CLOSED PREMISES


PRODUCT

“GARBINET NEEDS”

“TARGET ANALYSIS”

REASONS: TERRACES WORK AS INCUBATOR CONSUMER TREND OCIO COMSUMTION

COMMON TERRACE

A

LACK OF PARKING

DRIVE THROUGH

CONSUMER TREND TAKE AWAY

B CULTURAL

MANY CULTURAL ASSOCIATIONS WITH OUTDOOR ACTIVITIES

TERRACE

C

The first necessity, a common terrace at shops: New trend consumption of leisure consumption. If in bars and terraces are successful because they always have people work, they can be used as incubators for businesses that cannot provide this service entertainment itself. The second need of a drive point though: new consumer trends associated with new forms of life of consumers, the fashion of "takeaway". Also, the lack of parking in the avenue is improved with this new service. The third need, a cultural terrace: in the neighbourhood different socio-cultural activities in public space are made, but there is not a place suitable for it. (Only a field or cut the streets)

TARGET

GARBINET -

A TARGET

TAPEO WALK

ALL ALICANTE FULL TIME JOB

B

CAR

TARGET

GARBINET

-

-

C

CULT. ASSOCIATION

-

TARGET A Profile: Neighbourhood residents after work enjoy the terraces with friends and family TARGET B Profile: Person who uses the car every day to move around the city with a job that leaves him no time for daily activities. TARGET C Profile: Neighbours of Garbinet participating in cultural associations Business plan / GARBINEAT / 13


PRODUCT

“COMPETITION” TARGET

SHOPPING CENTERS

GARBINET

A

TAPEO

COMMERCIAL OFFER

WALK

TARGET

ALL ALICANTE

B

FULL TIME JOB

+

CAR

TARGET

C

LEISURE OFFER

GARBINET CULT. ASSOCIATION

-

Our major competitors offer both commercial and leisure, shopping malls are found near the neighbourhood. The Gran Via mall, which lies to the east of the Rotonda Agatángelo Soler, and the Centro Vistahermosa leisure center which is at the Avenida Antonio Ramos Carratalá ( 2 min by car from Garbinet). CENTRO COMERCIAL GRANVÍA

CENTRO DE OCIO VISTAHERMOSA

Strengths

Strengths

Variety of establishments, leisure, hypermarket and trade at the same point Strategic location Parking (sufficient and free) Professionalism of the management team Closeness between different stores Heated area Closed and secure

Variety of establishments, leisure, hypermarket and trade at the same point Strategic location Parking (sufficient and free) Professionalism of the management team Closeness between different stores

Weaknesses

Away from city centre No pedestrian access Commercial offer repetitive Private area with right of admission In process of abandonment Artificial atmosphere No traditional trades

Commercial offer repetitive Private area with right of admission Artificial atmosphere Absence of sun terraces No traditional trades 14 / GARBINEAT / Business plan

Weaknesses


PRODUCT

“USP” WE HAVE

(Unique Selling Proposition)

COMMERCIAL OFFER

+ LEISURE OFFER

+ SUN + TRADITIONAL TRADES + PROXIMITY

WE ARE PIONEERS IN : SERVICES TAKE AWAY OF THE TRADITIONAL TRADE

LEISURE SERVICES OF THE TRADITIONAL TRADE

Location of the busiest areas of the district Leisure and commerce offer Existence of traditional trades Existence of a link between merchant and customer Use of public space Pioneers in the service take away of the traditional trade Pioneers in common leisure service in trade Association between traders Participation of neighbourhood associations Business plan / GARBINEAT / 15


STRATEGY

BUSINESS MODEL

“AFFILIATE MODEL” As the title implies, an affiliate business model is a business model that describes the business relationship between two parties. In some sense, the two affiliated parties are entering into a business relationship that it is designed to be mutually beneficial to both parties

C O L L A B O R AT I O N ONE CONSUMERS

TRADES % SALES

C O L L A B O R AT I O N TWO PLATFORM ONE

PLATFORM TWO

GARBINEAT POINT

SUNNY SUNDAYS

PARTICIPANTS

% SALES

ASSOCI ATIONS

FURNITURE TRADITIONALS

TAKE AWAY

SERVICES

BONFIRES PROMOTION

NEIGHBOURS

COMMUNITY CENTER

C O L L A B O R AT I O N THREE Garbineat generates a physical platform in the public space where Garbineat shops and neighbourhood associations through collaboration seek commons benefits.

The success of the model and therefore Garbineat Project is based on achieving the differential value of the new product generated from existing services in the neighbourhood.

In this case there are two scales. The larger scale of the project, in which collaboration occurs between Garbinet Sunny Point and Sundays. On the small scale, the model is given on one hand, between the businesses affiliated to Garbineat Point and the other, between associations participants on the Sunny Sundays.

One of the keys of this model, and the neighborhood has as an opportunity, is the amount of traffic (people). Garbineat is responsible for creating connections and channel types, creating synergies between them.

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STRATEGY

MANAGEMENT

“ORGANIZATIONAL STRUCTURE” The organizational structure is based on a tree structure

MANAGEMENT TEAM GARBINEAT ASSOCIATION GARBINEAT COMMERCE ASSOCIATION

GARBINEAT POINT 1

GARBINEAT POINT 2

GARBINEAT POINT 3

GARBINEAT POINT 4

DIRECTION

SUNNY SUNDAY ASSOCIATION

BONFIRES ASSOCIATION

NEIGHBOURS ASSOCIATION

MANAGEMENT

COMMUNITY CENTER

SUPERVISION TRADITIONAL RESTAURANTS 1

2

3

4

TAKE AWAY RESTAURANTS 1

2

3

4

SERVICES 1

2

3

4

BONFIRE 1

URB 1

BONFIRE 2

URB 2

BONFIRE 3

URB 3

BONFIRE 4

( ... )

OPERATION

The project Garbineat is an initiative involving Garbinet neighbours, associations of the neighbourhood, bonfires, and local trade. Due to this variety of agents, one of the first steps to take is the creation of a new partnership association, which will be responsible for managing the different interests among agents. (Management team)

Business plan / GARBINEAT / 17


STRATEGY

“PARTICIPANTS” TRADITIONAL BAR

“TAKE AWAY” TRADE

Bar “Carnicería Taberna Pedro” Coffe “Cortinas Artesol” Coffe “La mouse de Alan” Bar “La casona Rizwan” Bar “Cerveceria Adaxe” Bar “Cervecería Estrella del Bulevard” Bar “Cervecería Bulevard” Bar “Bar Avenidas” Bar “Cafeteria Costa blanca” Bar “El placer de comer” Bar “Cervecería los cerezos” Coffe “Cafetería Arte” Coffe “Cafetería Memphis” Bar “Cervecería Cromwell” Coffe“Cafeteria Alvaro’s” Bar “Cervecería El Romano”

Sushi Up Pizzas Mateo Telepizza Pollos para llevar Comidas preparadas “Paqui” Panadería “De Caramelo” Heladería ” El xixonec” Restaurante pizzeria “Tito’s” “Kebab” Restaurante, “Restaurante Yin” Panadería Confitería “Cañaveras” Panederia “Estrella del Bulevard” Panadería “Delicia” Panaderia “Calentitos” Panaderia “La pastita”

Tintorería, “La Rosa Blanca” Farmacia Reparaciones Sastreria, “La boutique del arreglo” Kiosco “Juana y Pepe” Tienda especializada “Body Sport” Floristeria “Vega Flor” Vinoteca

NEIGHBOURS ASSOCIATION

BONFIRES ASSOCIATIONS

COMMUNITY CENTRE

Hoguera Parque de las Avenidas Hoguera Bulevar del Plá Hoguera Gran Vía Garbinet

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SERVICE TRADE


STRATEGY

FINANCING One of the bases of the project is that the budget has to come from the studied controversies. This money will be an existing amount that will manage differently.

So the budget of 17,768 euros will be divided among the different interventions performed simultaneously. The first 25% will be used for the intervention of the roundabout, and the beginning of the change of the urban image.

In the case of the roundabout, annual maintenance amounts to 9.5 per m2. The Roundabout Agatรกngelo Soler has 5,344 m2, representing a cost of 50,768 euros per year.

The next 40% will be used for commercial intervention, where we create a new association for the management and we generate the GarbinEAT points. The budget is intended to form a common image of the facades and the terrace and the building furniture that will serve for the drive through.

Currently in the roundabout has undertaken a project that has involved an expenditure of 146,775 euros from the budget for construction and installation. One change that has been done has been to make accessible the roundabout, so now 35% of the green surface has disappeared. The new annual cost of maintaining this roundabout will be 33,000 euros; 17,768 euros will be saved annually of the annual budget for maintenance of parks and gardens.

STARTING BUDGET

The last 35 % will be allocated to the subsidy of Sunny Sundays, organized in conjunction with the various existing neighbourhood associations.

40%

COMMERCIAL

35%

PUBLIC SPACE

INTERVENTION

SALES

IMAGE

INTERVENTION

GARBINEAT POINT

25%

INTERVENTION

SUNNY SUNDAYS

15%

FINAL BENEFIT

SALES

15%

FINAL BENEFIT

Business plan / GARBINEAT / 19


STRATEGY

INTERVENTIONS

“ROUNDABOUT INTERVENTION” New Image of the Rotonda Agatángelo Soler

LOCATION

As has been explained, the roundabout is going to be transformed in the showcase of the neighbourhood. It will be the main intervention in this urban transformation. It is an important traffic node, where circulate cars, pedestrians and cyclists and each with a different perception of the landmark and the roundabout. To create the new image we’ll play with the visual perception. Due to we will use the *anamorphosis resource.

A

GARBINEAT COMER CELEBRAR APRENDER

B

In order to play with the anamorphosis intervention, the chosen points of view are very important. In this case, ours observers are the drivers and the pedestrians. The drivers are mainly from Alicante and the pedestrians are from Garbinet, the people who we want to show the neighborhood. The perception that they have of the roundabout is different, however our purpose is to show them

ESTÁ

C

*Anamorphosis: it is a perspective effect used in art to force the viewer to a pre-establish or privileged point of view. 20 / GARBINEAT / Business plan

AQUÍ


STRATEGY

the same image. Thus the design will be more conditioned and it will be more complex than if we do separate designs for each observer. After the analysis of the area around the roundabout, the chosen points of view are the crosswalk and traffic lights. It is in the points where our observers are together. POINT A: This is one of the most important points, because is the most viewpoint by pedestrians. It is the end of the Avenida Pintor Xavier Soler, the new pedestrians connection with the roundabout. POINT B: Here is the second most important point. In this case is the most view point for drivers, is from the street that joins our roundabout with the Plaza de Castalla, the connexion between Via Parque and Garbinet. Is the main car access to Garbinet.

POINT C: Is the en of the main commercial street in the neighbourhood. In each of these points of view there is a crosswalk and a traffic light, where the cars stop facing the roundabout.

MATERIALS The condition for the material election is that it must be put and removed without damaging the supporting elements. Therefore, we are going to use tape. Following one reference in which they use tape for the ephemeral transformation in a faรงade.

VISUAL PERCEPTION A

(ROUNDABOUT IS VIEWED)

MUTUAL VIEWPOINT DRIVERS + PEDESTRIAN C

(A-B-C)

B

CROSSWALKS

Business plan / GARBINEAT / 21


STRATEGY

“COMMERCE INTERVENTION � The Garbineat points are a new business model based on partnership. The idea is to take the trade out adapted to new consumer trends. GarbinEAT provides to the client two types of service. The terrace is shared by the participating trade will serve as the terrace bar, to take away shops and terrace waiting as shops services.

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The drive through point, the order is done through virtual platforms, arranging the pick up time and like this we achieve agility and make the purchases from the car. The advantage of having a common virtual platform makes users familiar with all the deals from all the neighbourhood stores with just a click. In addition it is estimated that people who buy through digital


STRATEGY

methods spend more than double in the online shop in the physical store.

The trees, lamppost and curb take also the urban image, in order to be visible from the car.

The existing of this new configuration is that buying is more flexible for clients. What customers like is to have control and they choose when and how they want.

GARBINEAT MODULE

URBAN IMAGE The idea is to create a new urban image through the design and implantation of different GarbinEAT points. The main colours will be the ones that the has already been carried out at the roundabout intervention. It forms a common image of the facades and the terrace.

This new furniture will be one of the elements that will be part of GarbinEAT point. One of the premises of the design will be mobility, as these modules will be used every day in the collection GarbinEAT point and the days of the events will move to the Boulevards.

MATERIAL Following the same conditions of the roundabout intervention, the condition for the material election is that it must be put and removed without damaging the supporting elements. Therefore, we are going to use tape. Also, it can adapt to the different patterns that we find in the different trades. The trade will be given a board with logo in order to recognize they are affiliate to the point, and to write their different offers. For the image of the terrace furniture, it will be use yellow fabric to cover the tables and chairs. Business plan / GARBINEAT / 23


STRATEGY

TRADE IMAGE

24 / GARBINEAT / Business plan


STRATEGY

GARBINET MODULE MATERIALS

PRICE ( x1)

TOTAL PRICE

BLACKBOARD ( x1 )

4€

4€

( x1 )

WOOD STRIP ( x2 )

3€

6€

( x2 )

WOOD BOARD ( x1 )

5€

5€

( x1 )

FRUIT BOX ( x3 )

8€

24 €

BRIDAS (UNIONS)

0,75 €

0,75 €

ORDER BOX

0,5 €

12 €

(32 x 40 x 4) cm

(4 x 120 x 6) cm

(40 x 40 x 2) cm

(40 x 40 x 40) cm

( x50 )

( 8 x TRADE BOX ) (15 x 15 x 15) cm

TRADE BOX

( 1 x FRUIT BOX ) (30 x 30 x 30) cm

WHEEL ( x4 )

3€

9€

( x1 )

4,5 €

18 €

( x3 )

( x50 )

( x24 )

( x3 )

( x4 )

74, 5 €

TERRACE FURNITURE

MATERIALS

FABRIC COVER

PRICE ( x1)

TOTAL PRICE

4 € x m2

4€

1€xm

1€

( 1 m2 )

FABRIC LACE

BAR'S FURNITURE 5€

TIE THE COVER

YELLOW FABRIC

Business plan / GARBINEAT / 25


STRATEGY

“PUBLIC SPACE INTERVENTION” The Sunny Sunday’s events are new model of activities in the public space based on the partnership between the different socio-cultural associations, where the activities of these associations are taken out.

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The Sunny Sundays is the big day of celebration in Garbinet. Weekly this festival is set in the public space where everyone can enjoy and have fun with family and friends. Activities and workshops promote cultural and gastronomic tradition of the neighbourhood and tighten the ties between the neighbours.


STRATEGY

RESTAURANT DAY

URBAN IMAGE The palms trees, trees, lamppost, curbs they get this new colours. We create some cushions for the benches so they encourage people to use them. Also, in order to give an environment of festival, we will put flags and balloons.

REST 1

REST 2

REST 3

REST 4

CINEMA / THEATRE

THEMES Restaurant day; The idea is to bring the concept of

"Restaurant Day" to Garbinet. "It's a food festival in the world, where anyone can open a restaurant, a cafe or a bar for one day� Neighbours, Bonfires and bars can create your own restaurant one day. It is celebrated throughout the day, it is necessary to organize breakfast, brunch, lunch, afternoon tea and dinner, so participants have to choose when they want to create their restaurant, and the menu price.

CINEMA

THEATRE

WORKSHOPS

Outdoor activities of the Community Center;

Community Centre organizes activities in the outdoor space, but not in proper areas for them, for this, they will take place on the boulevard on the Sundays Sunny. Gym, Summer Courses, DIY workshops , summer cinema , exhibitions, theatre, elderly activities.

W. 1

W. 2

MARKET / EXHIBITION

Bonfire envents; The bonfires associations can enjoy this new terrace to organize its popular lunch and large festivals. Popular Almuerzos, Great festival, lunch and craft market.

Workshops;

By neighbourhood associations or interested neighbours to organize some workshops in this space to share "know-how" and build ties between the neighbours. There will also be workshops for the little ones: You have to eat colours! Eat healthy, Cook, Crafts

ALMUERZOS

Business plan / GARBINEAT / 25

Business plan / GARBINEAT / 27


STRATEGY

“INTERVENTION IMAGE”

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STRATEGY

Business plan / GARBINEAT / 29


STRATEGY

ACTION PLAN DAY 1

PHASES

GET THE CITY COUCIL SUPPORT

DAY 8

GET THE INITIAL BUDGET

The initial budget is coming from the city council, for taht reason they are the first in approve the project

OBJECTIVES

DAY 15

CREATE THE GARBINEAT ASSOCIATION

After the pedestrianization of the Rotonda Agatángelo soler, the budget for the maintenance of the gardens decreases 30%. Here is our initial budget

SELL THE PROJECT TO THE CITY COUNCIL

In the GarbinEat association will be a representant from each agents that participates in the project. Neighbours / Commerce / Bonfires / Community center

GET 17700 € FROM THE ROUNDABOUT MAINTENANCE

DAY 51

SUNNY SUNDAY 1 ALMUERZO POPULAR

DAY 52

Again we will use the popular associations to bring people to the events Sunny Sundays ACHIEVE 100 PARTICIPANTS

DAY 103

OPEN THE GARBINEAT POINT 4

In the same way that we did the first one HAVE EVERYTHING READY IN ONE WEEK

DAY 117

SUNNY SUNDAY 4 RESTAURANT DAY

SS

This will be the second platform 3 weeks after the GP1. With both working togueter the sales will be improve faster

In this events we have the participation of the comunity center, which is less popular that the bunfires. The project has to start to drive alone ACHIEVE 150 PARTICIPANTS

SS

DAY 118

DAY 180

GARBINEAT PROJECT INSTALLED

After all the phases, the project will be working 2 months. The idea is to collect the budget necesary for the final objective, built the GarbinEAT terrace. In the process we have helped the commerce and the public spaces ACHIEVE X % SALES X LOYAL CONSUMERS X€

30 / GARBINEAT / Business plan

SUNNY SUNDAY 2 COM. CENTER ACTIVITIES

ACHIEVE 15% MORE OF SALES

In this day all the associations will be participate, setting up a restaurant ACHIEVE 10 DIFFERENST RESTAURANTS

DAY 73

OPEN THE GARBINEAT POINT 2

GP

In this week we will open the fourth GP ACHIEVE 17% MORE OF SALES

DAY 59

BUILT THE GARBINEAT POINT 2

SS

ENGAGING OF ONE PARTICIPANT FROM EACH DISCIPLINE

BUILT THE NEW CULRUTAL FURNITURE This furniture will be use for the differents socio cultural associations in the neighbourhoos for their out door activities ACHIEVE 150 PARTICIPANTS


STRATEGY

DAY 22

SUNNY SUNDAY 0 INITIAL PROMOTION The idea is to use this populars associations in the neighbours in order to make our launch promotion. It will be as a merienda in the boulevard

DAY 23

NEW ROUNDABOUT IMAGE

DAY 30

The Roundabout should be transformed in the showcase of the project. We will use the marketing campaign “GarbinEAT está aquí” MAKE PROMOTION OF THE GARBINEAT PROJECT

BUILT THE GARBINEAT POINT 1 In this point we will have a new furniture, for the Take Away service and a new terrace image HAVE EVERYTHING READY IN ONE WEEK

DAY 37

OPEN THE GARBINEAT POINT 1 The new point will be open 2 weeks as trial, analyzing the develop of the sales ACHIEVE 10% MORE OF SALES

SELL THE PROJECT TO THE CITY COUNCIL

GP

SS

DAY 74

BUILT THE GARBINEAT POINT 3 In the same way that we did the first one HAVE EVERYTHING READY IN ONE WEEK

GP

DAY 81

OPEN THE GARBINEAT POINT 3 In this week we will open the third GP ACHIEVE 17% MORE OF SALES

DAY 95

SUNNY SUNDAY 3 WORKSHOPS This will be the second platform 3 weeks after the GP1. With both working togueter the sales will be improve faster ORGANIZE 8 DIFFERENST WORKSHOPS

DAY 96

BUILT THE GARBINEAT POINT 4 In the same way that we did the first one HAVE EVERYTHING READY IN ONE WEEK

GP

SS Once the project is defined, the first steps correspond to get the support of the city council and thus the initial budget. Once achieved, we proceed to the creation of the Garbineat association responsible for the management and organization. FINAL BENEFIT

To start the project, we began with an initial event (Sunny Sunday 0), which will serve as a strategy for attraction and also the image of the roundabout is configured. Below, we will generate the different Garbineat points, sandwiching between them, the events Sunny Sundays. When they are all configured it will be considered that the garbineat project is installed and we’ll let it run for two months, then we assume that commercial rehabilitation is achieved and we proceed to the final benefit. Business plan / GARBINEAT / 31


MARKETING

SWOT STRENGTHS

WEAKNESSES

THE PROJECT SOLVE DIFFERENTS NEEDS OF GARBINET TRADE ASSOCIATION ADAPTED TO THE NEW CONSUMER TRENDS NEW COMMON BRAND THE PROJECT IS GENERATED FROM THE EXISTING POTENTIALS

NEW MANAGEMENT TEAM WITH A LOT OF INTEREST TO DRIVE LIMITED STARTING BUDGET

OPPORTUNITIES

THEARS

THE STRONG GASTRONOMIC TRADITION IN GARBINET THE NEW DEMAND OF THE TAKE AWAY SERVICE LACK OF PARKING EXISTING LANDMARK IN THE ROUNDABOUT GARBINET CONSIDERED AS POINT OF COMMERCIAL INT LARGE GREEN AREAS

THE COMPETITION OF THE SHOPPING CENTER THE NEW BRAND IMAGE HAS TO BE WELCOME LACK OF INTEREST BY THE COMMERCES

MARKETING STRATEGIES

“BRAND STRATEGY” For the design process of the GarbinEAT project is important to know the brand positioning. Being positioning: All that is and wants to be a Brand, its personality. Thus we can achieve a consistent design. The choosen cualities are: GARBINET belonging, exclusive, identity, joining TRADITION + INNOVATION: gastronomy, mediterranean, culture, festival, novedad OPTIMISM: sun, sunny, happiness, celebratioB

32 / GARBINEAT / Business plan

NAME The name of the project fit with positioning. We have to taken in to account the stakeholders and also the name identifies the neighbours. Our name is a short name, direct, potent, easy and recognizable. The name appears when we add an A in the penultimate letter. In that way we have GARBINET + EAT (tradition + innovation).


MARKETING

LOGO

GARBINET + EAT

The design refers to the “puerta del milenio”. It simplify the sculpture geometries. It is coined to Garbinet neighborhood as it’s the main landmark, because there is a lack of neighbourhood brand.

GARBINE - A - T

Garbineat NAME

COLOURS The combination of colours makes easier for the viewer to get the message in a different way. We can use the colours’ properties in our favour when creating a brand identity or when generating purchase intentions in advertising. The name of the brand covers the attributes of tradition and innovation or Garbinet. For that, the chosen colour tries to represent the optimism that we are trying to sell with GarbienEAT. The choice has been the yellow and orange as an instinctive image of GarbinEAT. We have studied the colour theory and the influence on the marketing. They represent joy, happiness, intellect and energy. They are often associated with food and they claim for attention. It seems like is the perfect match for the GarbinEAT brand. SLOGAN The slogan is striking and easy to remember it realte the different actions that take place in the neighbour hood with our project.

LOGO

YELLOW PANTONE 107 C

ORANGE PANTONE 7408 C COLOURS

Garbineat está aquí Celebrar está aquí Comer está aquí Aprender está aquí

Business plan / GARBINEAT / 33


MARKETING

“PROMOTION STRATEGY” MARKETING CAMPAIGNS “ A LO GARBINEAT ”

FORMATS VIDEOS

POSTERS

SOCIAL MEDIA

GARBINEAT ESTÁ AQUÍ

CAMPAIGN 1: A LO GARBINEAT Critique Object: Garbineat Project It is a project that encourages the commercial and cultural activity of the neighbourhood in the public space with the gastronomy as engine. Script concept: Documental – advertising abput one fan of the Garbinet project that try to move the idea to her neighbourhood in order to enjoy the benefits.

34 / GARBINEAT / Business plan

EVENTS


MARKETING

CAMPAIGN 2: GARBINEAT ESTÁ AQUÍ It is a communication campaign to point the skills and actions of the Garbineat Project. It result in a series of ads declining press the strong points of intervention in the neighbourhood.

We propose to translate visually the slogan "The project is here!" By a map pointer, a bit like pointers numerical application that we find on our mobile applications (see" Google map "," Forsquare "...).

It is through this slogan that we point forcefully the relevance of the intervention in the neighbourhood.

By diverting this pointer creatively, we can address the multitude of activities of Garbineat ... In turn; the pointer marks a balloon for the celebration, the plate for eating and the brain for learning.

Being there is: - Be present, be in the action, be existing ... - An adverb of place that serves to designate a place, a specific place ...

The intervention of the roundabout is related with this advertising campaign. We use the roundabout as a big canvas where using the anamorphosis technic we can write: GARBINEAT ESTÁ AQUI

Business plan / GARBINEAT / 35


MARKETING

CELEBRATE Celebrate in Garbinet the Sunny Sundays, the biggest festival of the city. Weekly this festival is set in the public space where anyone can enjoy and have fun with family and friends.

EAT Eat in Garbinet enjoying the Mediterranean climate in the best terraces in Alicante. We encourage Alicante gastronomy, bringing together traditional bars of the neighbourhood and the latest offers of delivery food, it adapts to your needs.

LEARN Learn in Garbinet the tradition and culture of your land. Activities and workshops promote cultural and gastronomic tradition of the neighbourhood and tighten the ties between the neighbours.

36 / GARBINEAT / Business plan


MARKETING

“CUSTOMERS STRATEGIES” TARGET B

TARGET A

ONE

GARBINET

ALL ALICANTE

GARBINET

-

FULL TIME JOB

-

TAPEO

-

CULT. ASSOCIATION

WALK

CAR

-

KNOW OUR CUSTOMERS

TWO ATTRACT CUSTOMERS

TARGET C

EVENTS

BUSINESS MODEL AFFILIATE

ASSOCIATIONS

SS

+

1

SOCIAL MEDIA

“INDIRECTING COOMARKETING”

2

3

ASSOCIATION

““PEOPE”” (THEY HAVE)

PLATFORM (WE HAVE)

BONUS CARD

THREE LOYAL CUSTOMERS In order to generate a good marketing the first strategy is to know the customers we want to get, for that we define the potential targets that the project will approach. Once we know everything about them, we will use different strategies of attraction. The Sunny Sundays events will serve as platform to show people how the project works. Also, the business model itself generates an indirect coomarketing, so the affiliate trades advertise

BUY + DISCOVER

OUR VALUE SERVICES TAKE AWAY OF THE TRADITIONAL TRADE

LEISURE SERVICES OF THE TRADITIONAL TRADE

one to each other. Finally, a good impact in the social media is important to expand the project. The next step is converting these customers in regular clients, in order to get that we will follow some loyalty strategies. It will be a bonus card, that rewards customers with their consumption. Also, it’s important to make notice our own value.

Business plan / GARBINEAT / 37


GARBINEAT - BUSINESS PLAN  
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