Image credit: Luca TroisiMutual implicationsLuca Troisi
Today.        Together.We are going to change theKorean yachting industry
Agenda                     Image credit: Yaroslov Yakovlev, Luca Troisi         Conflicts         Details         Approach
A dream for a designerA nightmare for a engineer
Waterfallapproach     Marketer   Designer   Engineer
Consumerelectronics     Marketer   Designer   Engineer
Automotive    Marketer   Designer   Engineer
Yachting     Marketer   Designer   Engineer
Smallcompanies inthe company               Marketer   Engineer                    Designer
Smallcompanies inthe company      Marketer      Engineer                         Marketer   Engineer               Designe...
Smallcompanies inthe company               Viable   Feasible                  Desirable
Smallcompanies inthe company               Multidisciplinary               Small team               Failure tolerant
Let’s move to the yachts.Take care of details.
Image credit: John Liland, Luca Troisi
Vertical stem vs.Sweeping backstem                    Image credit: Yaroslov Yakovlev, Luca Troisi
Smallcompanies inthe company
Smart joints               Image credit: Yaroslov Yakovlev, Luca Troisi
On board spacemanagement
On board spacemanagement
Structuralspideframe
Structuralspideframe
Famliy feelingbased on sidewindows
Famliy feelingbased on sidewindows
Right choices                Desires                Needs                Skills
The yachts are productsYachting is the experiencePeople buy experiences
The yachts are part of the story
Customerjourney                                            Desire                                                         ...
Customer                                                           Desirejourney                        Repurchase        ...
5,000,000,000
A yacht prospectclient has to do it!
Visualconfigurator               More and more yachts with sophisticated               configurations               Brand ...
Visualconfigurator
Visualconfigurator               Video
Reduce conflicts creating small andmultidisciplinary teams who take the risk to failto push creativityTake care of details...
Experientia s.r.l.Torino (HQ)Via Cesare Battisti 1510123 TorinoItaliaT +39 011 812 9687F +39 011 813 4121info@experientia....
2. luca troisi
2. luca troisi
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2. luca troisi

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Presentation file from International Marine Design Seminar 2011 in Busan, South Korea

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Transcript of "2. luca troisi"

  1. 1. Image credit: Luca TroisiMutual implicationsLuca Troisi
  2. 2. Today. Together.We are going to change theKorean yachting industry
  3. 3. Agenda Image credit: Yaroslov Yakovlev, Luca Troisi Conflicts Details Approach
  4. 4. A dream for a designerA nightmare for a engineer
  5. 5. Waterfallapproach Marketer Designer Engineer
  6. 6. Consumerelectronics Marketer Designer Engineer
  7. 7. Automotive Marketer Designer Engineer
  8. 8. Yachting Marketer Designer Engineer
  9. 9. Smallcompanies inthe company Marketer Engineer Designer
  10. 10. Smallcompanies inthe company Marketer Engineer Marketer Engineer Designer Designer Marketer Engineer Designer
  11. 11. Smallcompanies inthe company Viable Feasible Desirable
  12. 12. Smallcompanies inthe company Multidisciplinary Small team Failure tolerant
  13. 13. Let’s move to the yachts.Take care of details.
  14. 14. Image credit: John Liland, Luca Troisi
  15. 15. Vertical stem vs.Sweeping backstem Image credit: Yaroslov Yakovlev, Luca Troisi
  16. 16. Smallcompanies inthe company
  17. 17. Smart joints Image credit: Yaroslov Yakovlev, Luca Troisi
  18. 18. On board spacemanagement
  19. 19. On board spacemanagement
  20. 20. Structuralspideframe
  21. 21. Structuralspideframe
  22. 22. Famliy feelingbased on sidewindows
  23. 23. Famliy feelingbased on sidewindows
  24. 24. Right choices Desires Needs Skills
  25. 25. The yachts are productsYachting is the experiencePeople buy experiences
  26. 26. The yachts are part of the story
  27. 27. Customerjourney Desire Awareness Repurchase Evaluation Interest Maintenance Research Services Purchase Sailing Delivery Experience
  28. 28. Customer Desirejourney Repurchase Individual  needs Company  yacht  range ExisGng  client Shipyard Interest Magazine Brochure Dealers Ads  on  line Maintenance Dealer’s  staff Yacht Marinas Research Boat  show Company  website Yacht  magazine Services AAer  sale  services Partners  services Marinas Purchase Chartering  services Dealer’s  staff Visual  configurator Company  website Yacht Sailing Yacht Delivery Delivery  captain Yacht
  29. 29. 5,000,000,000
  30. 30. A yacht prospectclient has to do it!
  31. 31. Visualconfigurator More and more yachts with sophisticated configurations Brand new customers in new markets New dealers with a small yachting experience
  32. 32. Visualconfigurator
  33. 33. Visualconfigurator Video
  34. 34. Reduce conflicts creating small andmultidisciplinary teams who take the risk to failto push creativityTake care of details to harmonise design,technical and business elementsManage the yachting as an ecosystem,where the yacht is the most important element,but not the only one for succeeding
  35. 35. Experientia s.r.l.Torino (HQ)Via Cesare Battisti 1510123 TorinoItaliaT +39 011 812 9687F +39 011 813 4121info@experientia.com Image credits: Turin’s IED Yacht class studentswww.experientia.com and teacher (Luca Troisi).

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