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  1. 1. Ground WorkTED City 2.0 PitchMay 24, 2012© 2011 Hot Studio, Inc. Proprietary & Confidential | May 24, 2012 1
  2. 2. Table of ContentsMeet The Team ....................................... 3The Problem ........................................... 4Solution Statement ................................. 5Defining the Solution .............................. 6Vision & Mission .................................... 10Our Strategy .......................................... 11Understanding the Process ................... 15Ground Work 2012, Proprietary & Confidential | May 24, 2012 2
  3. 3. Hello, pleased to meet you!Tina Santiago Patrick Kennan Dhruvi ShahUX Designer, Interactive Producer Designer, Developer Art Director, DesignerShawn Ardaiz Adam Elmaghraby Vika KovalchukMBA in Design Strategy Class of 2013 MBA in Design Strategy Class of 2013 Visual Designer, UX DesignerGround Work 2012, Proprietary & Confidential | May 24, 2012 3
  4. 4. The Problems We Wanted to Address222 14.5% 500Databases available Underemployed Vacant BuildingsMunicipal governments hold a Community vocational training The true value of an activelot of information about how to programs lack the emphasis on building is not understood. It ismake our cities better, but dont sustainable business practices, unclear to the community, thealways have the resources to certification criteria, and city, and sometimes evenrealize the potential of that currently do not leverage landlords, why buildings areinformation. existing structures as training vacant. facilities.Ground Work 2012, Proprietary & Confidential | May 24, 2012 4
  5. 5. Solution StatementOur goals are to create an information resource that develop acoherent picture of why buildings are vacant in urban settings. Weaim to utilize these vacant buildings as training facilities for theunderemployed, and in the process retrofit both building and workerfor the green economy.Ground Work 2012, Proprietary & Confidential | May 24, 2012 5
  6. 6. DefiningThe Solution© 2011 Hot Studio, Inc. Proprietary & Confidential | May 24, 2012
  7. 7. StakeholdersWe have already begun a dialogue with individuals andorganizations within each stakeholder group. We are also currentlyalso forming a steering committee composed of necessary partiessuch as architects, neighborhood organizations as well as thestakeholders listed below:• The City of San Francisco• Local Real Estate Angents & Brokers (e.g. LoopNet, Urban Solutions)• Vocational Training Schools (Good Will, Mission Hiring Hall)• Local Business Owners (via SF Made, La Cucina)• Property Owners• Community ResidentsGround Work 2012, Proprietary & Confidential | May 24, 2012 7
  8. 8. Ecosystem Property Owners Buildings touch many people and Provide organizations, and each member of the community has a role to play in reactivating these spaces. * The City: Make the vacancy data clear, actionable, and help with necessary permitting. Property Owners: Understand the financial and social benefit of an active building, and * * Vacant invest in the long-term. Building Training Schools: Focus on applied skills in applied environments. Local training, for local people, in local buildings. Trainees Training School The City Trainees: Receive in-demand job training in Retrofits Identifies a growing industry by retooling traditional construction to green buildings. Community: help identify buildings with my potential and benefits from the revitalization in their neighborhood. * The Community Ground Work: Facilitates touchpoints Supports & Benefits between stakeholdersGround Work 2012, Proprietary & Confidential | May 24, 2012 8
  9. 9. What is Ground Work?Connects local vocational schools and property owners to makelasting community change.Offers a green and sustainable retrofitting service for propertyowners which increases the value of their property and decreasesoperating costs.For vocational schools it offers a place to teach students and givethem hands-on experience at the same time as revitalizing vacantbuildings.Ground Work seeks to create jobs in the burgeoning green buildingeconomy, while also rejuvenating blighted buildings and upliftingcommunities.Ground Work 2012, Proprietary & Confidential | May 24, 2012 9
  10. 10. Our Vision Is a world in which blighted urban spaces are transformed into beacons of financial, social, and environmental progress. Our Mission Is to connect landlords, vocational schools, and local government through an online platform that makes vacancy data visual, available, accessible.Ground Work 2012, Proprietary & Confidential | May 24, 2012 10
  11. 11. Our StrategyPilot Scale15 months X monthsPHASE 1: RESEARCH PHASE 4: PHYSICAL SCALE UP (SAN FRANCISCO)Compile data from the City of San Franciscoʼs Department of Integrate learnings from Pilot experience of a single partnershipBuilding Inspection, and interview key stakeholders. and scale the partnership system to work across all of San Franciscos urban areas.PHASE 2: ANALYSIS & TECHNICAL PROTOTYPE PHASE 5: DIGITAL SCALE UP (NATION WIDE)Develop a technological platform that allows vacancy informationand financial valuations to be shared between all stakeholders. Apply learnings from working with government, landlords, training schools, and tenants to other urban areas nationwide and scale digital platform accordingly.PHASE 3: ROLL OUT OF ONE PROPERTY PARTNERSHIPFind the most promising vacant building and work to retro-fit it withthe help of our local training partner. This is ultimately the proof ofconcept.Ground Work 2012, Proprietary & Confidential | May 24, 2012 11
  12. 12. Getting to Pilot June 2012 PilotPHASE 1: RESEARCH (3 m) PHASE 2: PROTOTYPE (3 m) PHASE 3.1: PILOT PROGRAM (6 m)Compile data from the City of San Build a platform to make the previously Develop a pilot program that allows oneFranciscoʼs Department of Building researched data accessible and editable by vocational school to LEED certify theirInspection, and interview key stakeholders. a larger audience. contractors within an identified  blighted building. Focusing on the most promising Non-technical work would include: and available property from the previousSYNTHESIZE RESEARCH REPORT (1 m) • Community outreach to drive interest with research, we will work with partners in the• Examines blighted buildings in community to build out our first partnership • Community engagement: Seminars and developing urban neighborhoods program. workshops within the target area• Identifies the pain points of all This phase will seek to validate our efforts • Streamline city information and reporting stakeholders involved and see our first tangible change within the process for blighted buildings• Analyses the findings to inform a design neighborhood. and technical solution TEST FUNCTIONALITY (1 m)• Develop channels for continued • List any vacant building information stakeholder engagement • Links to local contracting partners • Step-by-step calculation for the economic & social value embodied in each buildingGround Work 2012, Proprietary & Confidential | May 24, 2012 12
  13. 13. How $10,000 of Funding Makes This Possible June 2012 Pilot$500 $2,000 $7,500= Research Report = Technical Platform = Pilot ProgramCosts of printing, research, and Costs of developing a prototype Cost of developing a successfulanalysis of vacancy information, of the online platform and partnership between a localand stakeholder interviews. calculator (visual map and vocational school and a local calculator), focused on San property owner to set up a Francisco. LEED certification program.Ground Work 2012, Proprietary & Confidential | May 24, 2012 13
  14. 14. UnderstandingThe Process© 2011 Hot Studio, Inc. Proprietary & Confidential | May 24, 2012
  15. 15. Design PrinciplesThese are non negotiable design principles for our group goingforward with our design process:• Green jobs & green buildings• Make a financial case to landlords• Create jobs in the local area• Share output of each research activity• Enable others to build on the dataGround Work 2012, Proprietary & Confidential | May 24, 2012 15
  16. 16. ConsiderationsThings that concern us and that we will have to consider in ourprocess that we will have to tackle as we go along:• Zoning Laws• Impact of gentrification• Criteria for building selection• Materials costs• Permit processes• Updated green job training curriculum• Architecture/Design expertise• Green building teachers• On-site managementGround Work 2012, Proprietary & Confidential | May 24, 2012 16
  17. 17. Cities have the capability ofproviding something for everybody,only because, and only when,they are created by everybody. Jane Jacobs, The Death and Life of Great American CitiesThank you.© 2011 Hot Studio, Inc. Proprietary & Confidential | May 24, 2012 17
  18. 18. AppendixCitations for data on page 4:• Database number:• Underemployed number: bloomberg_articlesM4FALQ0D9L3501-M4HGX.DTL• Vacant building number (does not include all zoning categories): index.aspx?page=455... this is approximate Ground Work 2012, Proprietary & Confidential | May 24, 2012 18