Create a new service, centred in the Bovisa/Dergano district, that can also act as an effective tool to promote racial integration from within Milano where the mixture of different cultures are intense.
ORIGINAL CONCEPT A subscription box that sends ingredients of a country to people within Milan in order to build cultural sensibilities within different communities.
In field research
Key Insight (!)
Shift our focus from giving info of the country to the story of the chef
Amir 32 year old chef & resturant owner from Iran, based in Bovisa, with a passion for sharing Persian culture.
Maura 27 year old graphic designer with a love for new food experiences and increasingly disinterested with Milanâ€™s cultural offerings
OUR CONCEPT Milano
Bring Bovisa to CONCEPT Milan using and Milan food as vehicle to activate a system of cultural exchanges from Bovisa/Dergano to the other areas and vice versa to Bovisa
PREMISE Considering cooks from their geographical origin
PREMISE But considering also that everybody is a world in themselves, with a story to tell, beyond his origin
WHAT IS GUSTORY? +
guStory is a subscription based service that curates and delivers authentic recipes, from a unique collection of cooks in the Bovisa district. It is targeted towards young professionals in the central Milano area.
WHAT IS GUSTORY?
Activates the Bovisa community by creating new employment and job opportunities for restaurant owners, independent cooks and habitants within the district.
WHAT IS GUSTORY? guStory Process
WHAT IS GUSTORY?
WHAT IS GUSTORY?
WHAT IS GUSTORY?
Points of Interaction
Word of Mouth
Staﬀ at Market
→ See stand at super/food market → Browse website → See flyer/posters → See advertisments from restaurants → Speak to a friend who uses the service → Find facebook page
Recipes & Information
→ → → → → →
Browse website Read facebook page Call phone center Speak with staﬀ at food market stand Read Brochure Send email with questions
→ → → → → → → → → →
Subscribe online for service Call to subscribe Recieve ingredient box Recieve weekly e-mail Explore website Subscribe for local event View online cooking tutorials Attend event Browse website Cook with ingredients
→ Ask questions by phone → Email for support → Read website F.A.Q page
→ → → →
Read new stories on website Collect Recipes Receive newsletter Attend local events
LINE OF INTERACTION
→ Staﬀ at market stand to speak → Flyer distributers directly to users → Local restaurant staﬀ to put up ads
→ Phone operators to give information → Email assistants to answer emails → Staﬀ at market stand to answer questions directly
→ → → →
Delivery man delivers package to door Phone operators take orders Email assistants send out weekly emails Local cooks, prepare and give classes
→ Phone operators answer questions → Email assistants answer questions
→ guStory staﬀ facilitate events
LINE OF VISIBILITY
Method & Processes
→ Website Adminstrators → Graphic & Web Designers → Staﬀ to put up stand, posters, flyers → Social Media Admins → IT Support → Service Adminstrator
→ Website Adminstrators → Graphic & Web Designers → Social Media Admins → IT Support → Staﬀ to put up stand, posters, flyers → Service Adminstrator
→ Delivery man → Service Adminstrator → Website Adminstrators → Graphic & Web Designers → IT Support → Supply chain managers → Food Supplier
→ Service Adminstrator → Website Adminstrators → IT Support
→ Website Adminstrators → Graphic & Web Designers → Social Media Admins → IT Support → Service Adminstrator → guStory staff → Copywriter → Local cooks
→ Printers → Website hosting → Storage
→ Printers → Website hosting → Storage
→ Printers → Website hosting → Phone line → Email provider → Mechanic → Payment processors
→ Website hosting → Phone line → Email provider
→ Printers → Website hosting → Phone line → Email provider → Mechanic
WHO IS GUSTORY?
COMPETITOR LANDSCAPE Narrative Kitchenbox Local Taste Boston
Trade as One Mantry Gourmet Spotting
Food In A Box
Plated Taste Guru
We provide authentic food experiences directly at your door.
H OW D O ES I T WO R K?
WHAT IS IT? guStory brings the best recipes of Bovisaâ€™s rich and culturally diverse chefs and restaurants to you, bring you the most authentic cooking experience. Subscribing for a guStory, every two weeks you will recieve a new recipe and a gusto:box containing specially curated ingredients chosen by the chef. Each recipe comes with a story, so not only will you learn about the dish but you will also learn about the story and culture behind these chefs.
Step 1: Subscribe Subscribe to guStory, and choose the size of your package.
Step 2: Receive Receive a package with specially chosen curated ingredients chosen by the chefs. Step 3 Cook your dish and share your feedback with the guStory community.
Subscribe today at www.gustorymilano.it
WHO IS GUSTORY? AMIR CHAHAB FROM DESIGNER TO CULTURAL AGENT
AU T H EN T I C I RA N
guStory Time: 9 years ago Amir decided to come to Italy and continue his study, and he got admitted for Politecnico di Milano. He arrived in the end of September 2005 and started to study in desegno del arredo in politecnico. RESTAURANT Darcìn Persian Food Via Giuseppe Andreoli 9 20158 Milan, Italy
FAVORITE DISHES Persian Eggs Poached in Tomato Sauce BEST MARKET IN MILAN Bovisa Market
He has always been active in enganging the Irnian community within Bovisa and Milan by organizing different events. Two years ago he decided to open his own restaurant called Darchin Restaurant along with his wife. The restaurant allows him to not only cook amazing Iranian dishes by alots gives a platform for him to give more services to students, Iranian families and other locals.
Commonly known as Persia in the
Many foods famously associated with
Western world, the history of Iran has
Middle Eastern, and indeed World cui-
been intertwined with the history of a larger historical region. Once a major empire of superpower proportions, Iran has endured invasions by Greeks, Arabs, Turks, and Mongols. Iran has continually reasserted its national identity throughout the centuries and has developed as a distinct political and cultural entity.
sine have their origins in Iran, such as kebab and ice cream.
A Persian Experience
Amir loves meeting people who are interested in learning more about Iranian cuisine and their culture.
DID YOU KNOW?
Without the 400 BC Persian invention of special chilled foods, gelato may have never come into existance. Scary.
KITCHEN TOOL I CAN’T LIVE WITHOUT Swissmar Peeler Scalpel Blade
LA SCIGHERA Via Candiani Giuseppe, 131, 20158 Milan, Italy +39 02 3948 0616
Join us for a fun authentic Persian Cultural Night and experience and enjoy the real Traditional Social Gathering. Enjoy the songs, foods, and movies of Iran as we transport you into the heart of a rich, diverse and mysterious culture. Chef Amir will guide you along the way while giving you interesting facts about Persian culture and cusine. 6:30 - 8:30 : Iranian Aperitivo 8:30 - 9:30 : Persian Concert 9:30 - 11:30 : Movie: A Separation directed by Asghar Farhadi
Fresh green herbs are frequently used along with fruits such as plums, pomegranates, quince, prunes, apricots, and raisins. Typical Persian main dishes are combination of rice with meat, lamb, chicken, or fish and some onion, vegetables, nuts, and herbs. To achieve a balanced taste, characteristic Persian fl avorings such as saffron, dried limes, cinnamon, and parsley are mixed delicately and used in some special dishes.
IN THE BOX
1.5 Cups Rice 1 Tsp Zafran (saffran) Salt, Ground Chili Pepper 1/4 Cup Oil 3 Tbsp Dried Barberries (Zereshk)
1 Small Onion 1/2 lb (226g) Boneless Chicken 4 Egg Yolks 10 oz (283g) Plain Yogurt
Prep time: 10 min Cook time: 2 hours Ready in: 2 hours 10 min
“Tah chin — also pronounced tacheen — is an Iranian dish that is quick and simple to make. Partly cooked rice is fl avored with saffron, yogurt and egg yolks and then layered in a dish with chicken, or lamb. The whole dish is baked and then turned out onto a platter, forming what seems like a cake with a golden, crispy crust.”
Monthly Cultural Night
Exposed to foods, music, and cultural interactions
THE BUSINESS MODEL
BUSINESS MODEL Key Partners Bovisa Cooks La Schigera Ingredient Suppliers
Key Activties Find local cooks in Bovisa Package and deliver ingredient boxes Organize local supply chain Hold monthly cultural events
BUSINESS gained VALUES MODEL
- pass knowledge about Iranian culture and cuisine - introducing new and unique recipes - make more money throughout the box - more visibility through box and brochure - new possible partners - more integration with local communiy
- unique experience, human touch - discover new recipes - discover new culture - food quality - creativity
- Social value in showcasing Bovisa as a cultural hub, and helping local cooks find new clients - Having a potential successful business that can sustain living for itâ€™s founders.
Customer Relationships Trust Authenticity Mystery Knowledge
Customers Milanese residents between 25 and 35. They are professional, in the sense that they finished studying and they are working. They are young couples or singles who are interested in different cultures and want to experience a more diverse Milan.
Channels Print Social Media Website Face to Face
Key Resources guStory Box Ingredients Website Staff Delivery cars Printed Material
BUSINESS MODEL Costs Computer $ 500 Website $ 7,500 Boxes $ 7,500 People $ 30,000 Hosting $ 200 Vehicules rental $ 4,800 Website $ 7,500 Brochures (x10000) $ 1,500 Recipe sheet (x5000) $ 1,000 Internet + Phone $ 1,000 Fuel $ 1,920 Ingredients $ 25,000 Advertising $ 500
BUSINESS MODEL Revenue
Total Boxes sold : 650 boxes x 2 (B/M) x 12(M) = 17.808 Boxes x 15€ (€/B)
3 Year Plan 1
Goal: Customer Validation
Goal: Financial Stability
Launching of the minimum viable service, centered on the online platform. Users will subscribe to the website, but will not recieve the box. It will allows us to test the validity of the service and give us a consumer base to pilot the subscription boxes.
Fully launching the service and switching over the model to rely heavily on box subscriptions, using insights gathered in year 1.
Use the base of financial stability to expand guStory and invest in better infastructure.
3 Year Plan MARKET STAND
SIGN UP CONVERSION RATE: 7.35% 5/68
“La vostra iniziativa è sicuramente interessante e in linea con le nostre attività. Ora noi siamo in una fase intensa e più orientati verso Dergano, ma restiamo in contatto, in bocca al lupo per il vostro bel progetto.” - Michela per ColtivAzioni Sociali”
“il vostro progetto ci sembra molto interessante perché va al di là della semplice cucina per promuovere il racconto di una storia e più in generale di una cultura.” - EATALY