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Bookmerang is a PSS to enhance reading and sharing of books outdoor in the park during spring and summer time, as valuable city leisure time. The idea is that the user once is at Parco Sempione he can ...

Bookmerang is a PSS to enhance reading and sharing of books outdoor in the park during spring and summer time, as valuable city leisure time. The idea is that the user once is at Parco Sempione he can just leave a book, exchange it or take it and so start reading in the park or at home. It’s up to people behaviour and responsibility if they take the book home, to bring it back.

What we are trying to exploit in this project is people’s will to share and exchange for a reusable good, besides trends that stress on social responsibility such as separate collection of rubbish.

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Bookmerang Bookmerang Presentation Transcript

  • BUSINESSMODELIMPROVEMENTFrom Makio Hasuike workshop “Laisure Mobility” & “Healthy City” Presented to: Prof. Cabirio Cautela Prof. Fabrizio Pierandrei POLITECNICO DI MILANOMondadori production 2011 1
  • AUTHORS Angelica Bello - Colombia M. Chiara Cacciani - Italy Yuzhou Chen - China Miguel Bello - Colombia Second year student in the Master of Product Service System Design Poli-Tong exchange Student in the Second year student in the Master of Product-Service-System Design at student at Politecnico di Milano, with Master of Product-Service-System Product-Service-System Design at Politecnico di Milano and Industrial a bachelor in Communication Design Design at Politecnico di Milano and Politecnico di Milano and Industrial Designer from Universidad Nacional from the same university. She is fo- Graphic Designer from Shanghai Designer from Universidad Nacional de Colombia. She has experience in cused in design thinking, user center TongJi University. She is focused on de Colombia. He has experience in footwear and leather design, shoes design, as long as communication graphic design, interface design, web- service design, management sys- collection setting, coolhunting and at 360°. She would like to pursue an site design and service design. tems, product and packaging design. trend research. MBA in the future. Other Colaborators Giulia Barra - Italy Gan Yifan - China Diego Dalia - Italy2
  • CONTENTSCHAPTER 1: CHAPTER 2: CHAPTER 3: CHAPTER 3:PRESENTATION ANALYSIS NEW LOGIC BOOKMERANG5 Initial Brief 11 Critical Analysis 21 BM Logic 27 New BM6 Concepts 15 SWOT 23 Project Logic 28 BM Epicenters7 Initial BM 17 Blue Ocean 25 Conclusion 29 System Map8 Product 18 3 Main Criticalities 30 Main Changes 31 Final Conclusion 3
  • CHAPTER 1 PRESENTATION4
  • PresentationProviding context andfirst design result INITIAL BRIEFMH WAYIt is the name of the brand launching the propylene briefcases and the tel-escopic tubes for drawings in 1982 by Makio Hasuike. Its new products are an “instant and global success thanks to a design that is able to meet the needs ofthe consumers through a clear style that goes beyond what is in fashion at thattime. After more than 25 years of success, prizes, and a great deal of admirers,followers and also imitators, MH Way keeps on researching and innovating in a Mobility interpreted ascrosswise direction by means of a powerful tool as product design is. ACTION not as movement ”Several items amongst the MH Way products have turned into community iconsbecoming companions to consumers over the years, since the very start up to from one place to anotherthe present and keeping on that way for the future.WHERE: MILANO CONSTRAINThe main concepts to be applied are those ones provided by the PGT (Govern- Application of an existing technology for the design of the product: a suitablement plan of Territory) that will guide project’s development. The concepts are: technology for mobility (e.g. inflatable, collapsible,etc).The attractive city- Design a balance of functions between center and suburbs WHO- Modernizing the network of public and private mobility The brief was opened to leave us select the actors. However it proposed the- Increasing accommodation, including temporary housing solutions at afford- essay written by Edward Hall “The Hidden Dimension” as key frame:able prices- Encourage the presence of creative workers and service propulsion Animals that live in groups need to stay in contact with one- Exploitation identities of the neighborhoods to another: the loss of contact with the group can be fatal for a number of reasons, including the danger of exposingThe livable city themselves to predators. The social distance is not simply- Connect existing environmental systems to new urban parks the distance beyond the individual which lose contact with his- Promote Milan as agricultural town flock that can no longer see, hear or smell his companions,- Complete the redevelopment of abandoned or contaminated land it is rather a psychological limit, past which clearly “animals”- Restore the environmental function of rivers and channels begin to feel anxious. […]The efficient city- Spread to the neighborhood scale quality services for infdividuals- Strengthen the system of public spaces on a local scale- Policy on temporary services and accessibility of sites- Ensure quality and maintenance of public spaces and structures for service- Encouraging private public interest through the principle of subsidiarity 5
  • CONCEPTS Presentation Providing context and first design result Flock Force Waiting Time Socializing The flock force concept is the evidence that the Waiting time is a driver because is a major op- Most of the leisure activities are group activities, gathering of many people has more resistance portunity areas, we mostly always have to wait in even some routine things that we commonly do to difficulties than the strength of one single one. our lives, going to work we wait for the tram, during by ourselves, if done together with a friend can There are many trends nowadays based on this lunch break we wait for our meal to come, we wait become a leisure and happy time. This is why lei- concept, such as flash mobs, social network, collec- at the gym for the machine we want, we even wait sure is often not described in terms of places but in tive services, etc. when we go out before entering a disco; and in terms of people. We could even push this concept all of those situation we interpret waiting as an to the limit, trying to apply to typical individual activi- unpleasant gap time we don’t enjoy but we can’t ties such as reading, the idea that being together to avoid. a friend is more fun than be by yourself.6
  • PresentationProviding context andfirst design result INITIAL BM KEY PARTNERSHIP KEY ACTIVITIES VALUE PROPOSITION CUSTOMER RELATIONSHIP CUSTOMER SEGMENT Bookcase installation self-service Who reads to kill time, but not very reading passionate Advertising Comune di Milano Who moves out of Milan and wants to get rid of weight Community within users Maintenance KEY SOURCES CHANNEL Who loves to read but Book owners doesn’t have much money Enhance reading and to spend Books sharing books outdoor in the park during spring and Bookmerang Comune di summer time, as a valuable milano city leasure time. Who has the will to share Some editors something beautiful as a Parco Word of book sharing attitude Sempione mouth COST STREAM REVENUE STREAM Book cases Book cases Winter - autumn DONATIONS  production maintenance storagePremiseStarting from here we developed “Bookmerang: the more we are the more Once in Parco Sempione he can just leave a book, exchange it or take it and sowe read” a system based in reading moments and in the Milanese park, as start reading in the park or at home. It’s up to people behaviour and responsibil-pilot project in Parco Sempione. ity if they take the book home, to bring it back.Bookmerang is a PSS to enhance reading and sharing of books outdoor in the What we are trying to exploit in this project is people’s will to share and ex-park during spring and summer time, as valuable city leisure time. The reader change for a reusable good, besides trends that stress on social responsibilitycan get to know about Bookmerang from the Comune di Milano website, our such as separate collection of rubbish.main partner and sponsor, or directly by going to Parco Sempione and see ourBookmerang Bookcases. 7
  • PRODUCT Presentation Providing context and first design result Concept General Technical Aspects When we have something special to say, to remark Notice the internal compartment where the books Book Storage: a statement, or to quote another author we used are storaged thanks to a simple mechanisim. - A system of 2 concentric spheres “Quotation Marks”. We believe that with this - Closing mechanism through rotation on vertical project people will have a lot of things to say, and axes for this reason we used the quotation mark symbol Materials: as formal inspiration for the object. - Croslite - HDPD The product has a special gravity balance, when Production: it is empty looks in horizontal position but when - Rotational moulding 65 people start adding books inside, it starts to get a vertical position ready for “saying a lot”. This feature also helps users to identify easily when a structure Environment has something inside or not and invite people to The idea is to spread the structure along the park participate in the initiative. especially in those areas that due its conditions Top View allow the nicest reading time. Even the most fixed Against all the presets around public installations, and strongest urban furniture is prone to vandal- we DO NOT want to fix it in the floor. We want peo- ism; for this reason we believe that instead of doing ple moving, playing, or sleeping on it, we know that these structures stronger and fixer we should allow is not easy due vandalism but at the same time we people to enjoy them in a more natural way. believe in behaviour changing, civic consciousness and the creation of new icons for the future Milan. Cut Views 100 45 Side View Empty Position Full Position Horizontal Vertical 50 608
  • 9
  • CHAPTER 2 ANALYSIS10
  • Analysis Critical perspective & tools CRITICAL ANALYSIS TECHNO LOG Y KEY  TRENDS CS OMI ON EC IO OC        S KEY PARTNERSHIP KEY ACTIVITIES VALUE PROPOSITION CUSTOMER RELATIONSHIP CUSTOMER SEGMENT Bookcase installation self-service Who reads to kill time, but not very reading passionate Advertising Comune di Milano Who moves out of Milan and wants to get rid of weight SUPPLI Maintenance Community within users MARKET ISSU ERS ES KEY SOURCES CHANNEL ND MA  DE Book owners Who loves to read but   NEED & Enhance reading and doesn’t have much money sharing books outdoor in the to spend Books park during spring and Bookmerang Comune di ERSINDUSTRY FORCES summer time, as a valuable milano MARKET FORCES ENT city leasure time. OLD GM Who has the will to share EH SE something beautiful as a AK Some editors T  ST Parco Word of book MAR KE sharing attitude Sempione mouth COST STREAM REVENUE STREAM Book cases Book cases Winter - autumn DONATIONS  production maintenance storage   COMMODITIE S E UR CT RU INFRAST MACROECONOMICS  KET FORCES AR  M L BA   GLO 11
  • Analysis Critical perspective & tools Stakeholder - People who like to read to kill time reading but are not really into it, not willing to spend much money in buying books, they enjoy it especially in the waiting SUPPLI moments. ERS - Bookworm people, interpret reading as a travel, like to read a book from the beginning to the end but are open to share and compare Comune di Milano is the provider of Bookerang, since it already takes care of the park mainte- nance; this means that the Comune should provide the structures (bookcases), take care of keeping them clean and proper, and to storage them in the winter months when not useful; taking care of all costs. ERS Competitors INDUSTRY FORCES Bookcrossing is the current leader for free book exchanging; this service value OLD proposition is to connect people throughout books. They define book crossing Suppliers EH as the world library, a place where books gain new life and passing from one AK Stakeholders ST person to another, books become a way to connect people. So fare there are Competitors 906.808 bookcrosser and 6.771.734 books travelling around the world and Italy in the worldwide statistics is the 25th country in terms of bookcrosser vs popula- New entrants tion [graph]; this means that there is a quite big design opportunity there. Substitute products and services Bookcrossing focuses on the swapping action, in this case where and when this action takes place is not important; moreover it’s important to trace the book path to create a reading community and a source for advice. Substitute products & services Suppliers - Library is a free service that provides books, even though it’s more controlled People are both our main supply source and stakeholders, since they active in terms of tracking book position and borrower. Library is usually a close quite and passive at the same time in the exchange. Our main suppliers are: place where you can also enjoy reading, but quite old fashion and not cool one. MARKET ISSU People can donate books to library but not many do that because there is no E S - People that move in/out of Milan to study or work and stay just for a couple clear extra value in doing it. of years. Dynamic and open ND minded they don’t want heavy baggage such as MA books, in the moving. - E-book is the new technology that is trying to substitute normal paper books,  DE - People willing to share and discover common interests with people. Not pos- on the user side you can have many books in just one device, even not easy to   NEED & sessive of their things they are quite flexible and adaptable. find books, on the company side there is a big saving in printing. MARKET FORCES NT ME Market segments EG12 S T  Needs and demands KE MAR Market issues
  • Analysis Critical perspective & tools TECHNO LOG Y TECHNO SUPPLI LOG Technology Y e-book, QR code, geotagging. Socioeconomic: KEY  TRENDS CS OMI People from Milan going away, while suburban people coming to the centre dur- ing weekends, short work/studying staying in Milan Societal and cultural trend ON Cultural: couch surfing, separate collection of rubbish, clothing donate, Bogotà EC yes/no sign. Regulatory trends CIO KEY  TRENDS INDUSTRY FORCES CS O        S OMI Socioeconomic trends Societal and cultural trend Suppliers ON Technology trends EC Regulatory trends IO Stakeholders OC Socioeconomic trends        S Competitors Technology trends New entrants Substitute products and services   COMMODITIE S EGlobal market conditions UR CTCrisis people not willing to spend money on not strictly necessary goods/ser-   COMMODITIE MARKET ISSU RUvices. S ES INFRASTCapital markets URE ND MA CTPublic funding, hard to gather money for public infrastructure, although in our MACROECONOMICS   DE RUcase the cost of bookcase mould is quite high. However the editorial market in T RKE INFRAST   NEED &Milano is excelent and should be consider as opportunity. FORCES  MAEconomic Infrastucture: L MACROECONOMICS  BA Global market conditionsParco Sempione park maintenance is well done, but the park at night time is not   GLO MARKET FORCE T NT Capital markets RKEsafe besides it closes early. In the park there is also a library, three clubs (bar FORCES ME Economic infrastructure Market segmen MAbianco, just cavalli and old fashion), a kindergarden and the triennale museum EG  which are big attractions for people of different ages. S L T  BA Global market conditions KE Needs and dem   GLO MAR Capital markets Market issues Economic infrastructure Switching costs 13 Revenue attract
  • conomic trends        S Competitorschnology trends New entrants Substitute products and services Analysis Critical perspective & tools   COMMODMarket issues ITIE MARKET ISSU S e-book, newspaper online as an emerging competitor force against regular book ES comsumption. ND MA Market segment  DE Collective services are blooming more and more, people is willing to share, and   NEED & seek for a strong connection with the city, to feel part of a whole. MACROECONOMICS  to go to in the city to escape from the chaotic Needs and demands MARKET FORCES NT Some outdoor and leisure places FORCES time in a publiclifestyle. People are not willing to pay for spending their ME and frenetic Milanese Market segments EG leisure space. S Global market conditions T  Needs and demands  GL KE Switching cost Capital markets MAR Market issues Feel part of the city environment, feel the city yours, very important connection Economic infrastructure with the brand (city), more reliable as well than bookcrossing where you never Switching costs know if you are going to find something and where. Revenue attractiveness Revenue Attractiveness Revenue attractiveness: on reader point of view: free exchange in a public place, create an extra-value. On Comune point of view: loyalty to the brand. How to create monetary revenues for the service? 14
  • Analysis Critical perspective & tools SWOT STRENGTHS WEAKNESSES - Enhance reading and sharing books where (park) - High cost platform with low revenues. and when (spring/summer) these activities might - It depends of municipality policies for using public have more demand. infrastructure. - Provide a leisure activity as a part of a public - Installing the bookcases in public open space initiative. means that they won’t be available during winter - Users have an active role inside the system. season. - Create a sense of community without pushing user to have contact between them and without depending of a virtual network. - The more we are, the more we read.Strengths OPPORTUNITIES TREATSCharacteristics of the business or team that give it - Use park’s infrastructure to reduce cost for - Donations are not considered regular revenue.an advantage over others in the industry. maintenance, cleaning, etc. - Other and inexpensive ways of book-crossing in - Editors might be interested to collaborate providing the same location.Weaknesses books, advertisement or money. Other companies - Using an expensive structure make it vulnerable toCharacteristics that place the firm at a disadvantage might be involved. stealing. - Behavior changer trend about book-crossing, - People don’t respond to this initiative.relative to others. reading in parks, civic and environmental - Temporal or short term interest of the public, awareness. investors, advertisers, etc.Opportunities - Free publications trend (books, newspapers, - Digital book sharing.External chances to make greater sales or profits in magazines).the environment. - Mobile tagging trend and QR Codes. - Milano as a temporal city for students & workersTreats that move after few years.External elements in the environment that couldcause trouble for the business. 15
  • Analysis Critical perspective & tools “Pursue opportunities that are a good fit “Overcome weaknesses to to the companys strengths” pursue opportunities” SO Strategies WO Strategies 1. Agreements with the park to make its labor force part of the system. 1. Sharing the risk and initial investment with other cities. Long term agree- 2. Create long term relationship with Editors doing them investors of the system. ments with municipalities to make the project perdurable. 3. Long term marketing program to aware people and tourist to donate their 2. Linking the project with Editorial Fairs and other events might help its eco- books before leaving the city. nomical support. 4. QR codes can be implemented in order to control the system and allow 3. In winter time it might move to other places like schools, universities and people geo-tagging. airports. “Identify ways that can use its strengths “Establish a defensive plan to prevent weaknesses to reduce its vulnerability to external threats” from making it highly susceptible to external threats” ST Strategies WT Strategies 1. Installing additional advertising inside the book pages in order to increase 1. Reduce production cost by high mass production. Less cost per unit. advertisers and revenues. 2. Reduce production cost in the bookcase by changing design, structure, or 2. Agreements with the park office in order to don’t allow other ways of book materials. exchange/acquisition outside the system. 3. Using park security force in order to avoid damage and/or stealing. At the same time, create social awareness to condemn this issues through the website and advertisement.16
  • Analysis Critical perspective & tools BLUE OCEAN SHIP T ION KE E LA Y R R R ES ME peo ple OU RC remain S TO ’s a ttitu ES red uce CU te t eli vice user s os m ser servic e har e i s elf- ity w ithin of the book books mun uency na eq te case com age fr ate s the us raising cre Value Proposition VA ST SIDE CUSTOMER SEGMENT LUE SIDE KEY ACTIVITY Enhance reading and sharing books outdoor who read installation in the park during bookcase ing spring and summer who m s to kill time,not advertisnce who oves out o very pas CO a time, as a valuable city sionate m ainten sers leasure time. who has the f Milan and w er u love will t ants to gath s to o sh get rid ts to read are s of weig te even CH AN but ome thing htcrea HIP NE doe beau RS ) co LS sn’t tifl as RT NE ty w mu wan a bo ali rs bo ord ne t to ok Y  PA i cip ne rs ok of di M spe nd m KE n ow ito ca mo ila uch mu k ed s pa ook ip se ut no e ( boo e b rc m sh s h we ion o m RE M er so bs Se an mp rtn TEA VE ite kca s m gw Se don ses boo ase er stora t pa pi NU ge tumn ranspor co  S on eb ar atio c ES e of bookc ST (p gi p ilo ite te  ST CO n ra tp s t st RE s ro je AM ct ) anc r - au nten winte mai 17
  • 3 MAIN CRITICALITIES 3 MA IN C RIT ICA LIT     N             CHANGE-IM MAI IES  RE PR   OV        E   AM           ST RE     EVE N UE R              CR and      EA low neus oge NG TES hom UCI nce Just o     RED REVENUE source STREAM REVENUE STREAM REVENUE Free social service based Customer Relation ship STREAM Customer Segment Value proposition “ Key Partneship Key Resources Key Activities Cost Stream Revenue Stream PARTNERSHI P Channels How can we make the system Co Milan muna di oa partn s a main SUSTAINABLE COST SIDE VALUE SIDE ersh ip BM  COMPONENTS  Un not ique ” ab par all le to s tner in terms of money? KE Y A the u cos f fer t CT IVI TIE S Pr t en our o u . no nc le vic om o ag se e p r pe he ot ugh e Conclusion io t o se t n o is t The goal of this project is to reach the breakeven point, which means covering e all of the costs, not to earn money without loosing the social value of the project; in the conclusion part we will then try to forecast a future business oriented logic to start actually earning money (being aware that it will greatly affect the value proposition).18
  • 19
  • CHAPTER 3 NEW LOGIC20
  • New Logic Data supports & environment BM LOGIC MARKET SHARE IN EDITORIAL INDUSTRYHow is the new logic?To reach the breakeven point we used an efficiency strategy based in research-ing possible partners and scanning of typical Milanese activities to generaterevenue (value). In doing this we’ve kept up the three main concepts of the Gruppo Mondadori 28,4% 29% Mondadoriproject, flock force, waiting moment and socializing, trying to support and exploit Other Editors 39,9%them more and more. RCS 12,6%Editors Gruppo GEMS 9,4%Since in the old business model we had low, homogeneous revenues, coming Giunti 5,8%just from one partner (Comune di Milano) without strong motivations to invest; in Feltrinelli 4%the new logic we first diversified partners, looking in our close market fields, toconsequently diversify the revenues stream.First we focused on the publishing industry, checking out how many books arepublished every year, if Milan was a “high reader” city and who are the main edi-tors. In the next graphics you will see more specific and comparison information PUBLISHED BOOKS IN ITALYthat provides a better structure to the project. 61.500 per yearIn fact a strong publishing house could actually have interest in sponsoringBookmerang, which is not its direct competitor since it provides used, secondhand books, but because of its collaborative service nature, it could be a perfect 64%cheap mass market promotion channel. Rest of Italy BOOK SALES IN ITALY 262’000.000 per year NUMBER OF EDITORS BY CITY 36% Milano 65% Other cities 943 Milano 1.059 20% Milano Rome 15% RomeData Source: http://soslibri.diogenemagazine.eu/ - http://www.mondadori.it/ 21
  • New Logic Data supports & environment Rotomolding Industry The second market involved in the project was the plastic industry one; the bookcase mould produc- tion in fact, is the major cost to suffer before the lunch of the product service system. Plastic before 1970 was just a cheap and poor material not used for furniture; starting from the ‘70s the market blos- somed and nowadays many design companies are specialized in plastic production. Bookmerang is a structure entirely made out of rotational moulding plastic, then spread around the parks in the city; such as the cracking art and the cow parade it could become famous, a sort of icon, and ultimately it could be a powerful advertising for the company producing it. In order to be interested in sponsorizing the project the plastic producer should be in the design world, but not a famous and recognized design company. Both partners, the publish house and the plastic producer, would have an advertising interest; this means that the social aspect, gathering of as many people as possible, of the product service system is a key asset, as long as the location, to attract them.22
  • New Logic Data supports & environment PROJECT LOGIC M2 3’000.000 2’250.000 1’300.000 750.000 ano i e à o li ne a i M ana llo bro lli r nin drin ible ani Cav citt enn tell ane xO ine pio am orla Mil rtes ont oin eS san e i Tr Tic ont oe em Sch elle oL ei F c oF ord ont Ma les od Bos oM c oS del od c Par lla c oN Par oM oA od c ella Par c ndr i Vi Par c olo Par Par c c c c od Par Par Par ici I od gric Par c c bbl Par oa Par i Pu c Par rdin GiaParks in MilanoThis is why we evolved the “Parco Sempione” based into a “Milanese parknetwork”. We sought for all parks in the city, analyzing them according to thesize and to the security aspect. In fact the security of the space was another hottopic. Although the project looks forward to changing people’s behaviours, ask-ing for their common and citizen sense, we evaluated only parks with fences,closing time and night watchmen service; of course this won’t avoid peopleto steal them or ruin them if they want to, but hopefully it will be a deterrentreminding them their own consciousnesses.Data Source: http://it.wikipedia.org/wiki/Parchi_di_Milano 23
  • New Logic Data supports & environment # Crossed Books 100 Bookcrossing.com - Stadistics Bookcrossing is the popular online-based platform in which people can share books with others. Its 80 website has interesting statistics about this initia- tive. Germany and Australia are the most active countries with almost 60.000 active bookcrossers. 60 Italy has a modest position compare with his neighbour, however is interesting to see how Emilia Romagna and Lombardy have the biggest book- 40 crossing activity in the country. It means that Milano has all the potential for this kind of projects, not only for the huge amount of editors and sellings, but also 20 for his sharing and social culture. 0 gna dia io uria iulia e nte a eto bria rch can Laz bar mo Ven ia G Um ma Lig Ma Tos Lom Pie Ro ene ilia li V Em Friu Data Source: http://www.bookcrossers.eu/bc_statistics/world/24
  • New Logic Data supports & environment CONCLUSIONThe new strategy oriented to create more revenues without loos-ing the original project values, it’s structured into two main mo-ments: the book exchange in the park from April till October and theonce/twice a year event that would recreate a sort of novelty andcoolness, as well as community around the product service system,that, along with the media effect, could enhance possible partners,such as publish houses and companies in investing into the project. 25
  • CHAPTER 4 BOOKMERANG26
  • Bookmerang Redesigned Business Model NEW BM KEY PARTNERSHIP KEY ACTIVITIES VALUE PROPOSITION CUSTOMER RELATIONSHIP CUSTOMER SEGMENT Selling art Bookcase pieces Who reads to kill time, but installation not very reading passionate self-service Producing and selling Advertising Who moves out of Milan and catalog Mondari wants to get rid of weight Maintenance Artist Calling + Community within users Who loves to read but doesn’t have much money to spend Exhibition Salone del mobile art+ KEY SOURCES CHANNEL    literature www.bookmerang.it Who has the will to share a book SO LD bookmerang bookmerang Comune di Milano Auction Artists website Comitee Art purchaser Enhace a public culture move- 15 milanese Word of Books ment that makes available arts parks Catalog mouth comitee and literature to milanese citi- Book owners zans and visitors Catalog Salone del mobile visitor sharing attitude COST STREAM REVENUE STREAMBook cases production Mantainance and security Winter - autumn storage NEW Advertising from Art book case Anual catalog book trials selling selling Salaries and related Catalog production Salone dil mobile exhibition expenses 27
  • BM BARYCENTRE Bookmerang Redesigned Business Model KEY PARTNERSHIP KEY ACTIVITIES VALUE PROPOSITION CUSTOMER RELATIONSHIP CUSTOMER SEGMENT Selling art Bookcase pieces Who reads to kill time, but installation not very reading passionate self-service Producing and selling Advertising Who moves out of Milan and catalog Mondari wants to get rid of weight Maintenance Artist Calling + Community within users Who loves to read but doesn’t have much money to spend Exhibition Salone del mobile art+ KEY SOURCES CHANNEL    literature www.bookmerang.it Who has the will to share a book SO LD bookmerang bookmerang Comune di Milano Auction Artists website Comitee Art purchaser Enhace a public culture move- 15 milanese Word of Books ment that makes available arts parks Catalog mouth comitee and literature to milanese citi- Book owners zans and visitors Catalog Salone del mobile visitor sharing attitude COST STREAM REVENUE STREAM Book cases production Mantainance and security Winter - autumn storage NEW Advertising from Art book case Anual catalog book trials selling selling Salaries and related Catalog production Salone dil mobile exhibition expenses General Logic The barycentre of the new business model is still set in the value proposition, moving from this one we developed an L shape strategy focused into key part- nerships, those ones then affect the cost and the revenues streams. Key asset, we greatly improved are key activities.28
  • Bookmerang Redesigned Business Model SYSTEM MAP plastic producer PRODUCE NEW book trials Milanese parks LEAVE label salone del mobile homeMilanese people TAKE website reading Milanese parks bookmerang word of mouth case sellingturists book store exhibition artist catalog ADVERTISING PRINT mondadori 29
  • MAIN CHANGES Bookmerang Redesigned Business Model Producing Catalog Salone Exhibition Event Dec Book Case Production Maintenance & Security Storage in Winter Nov Ar tis COST tC all STREAM Sep Oct gin Se llin gA rt P iec es SO OPOSIT OPOSIT E PR E PR Aug L ION ION D Pro duc LU LU art+ s ing tor A A  1 Edi literature  2   V Cat   V alog                 Jul RI DADO MON Enhance reading, free book Enhace a public culture move- Jun exchange & free book trials r Selling Produce Catalo g distribution out door in the ment that makes available arts Plastic park during summer & and literature to milanese spring time citizens and visitors May KEY ACTIVITIES PARTNERS Salone Del Mobile Apr ion Salone Exhibit Mar ad Com une D Th i Mila Re rity no e Secu  M e  Feb CH op M el o Bo Salo gest  W re W ok ne P A NE e are The More 15 N Sh D ark L Big IT Bo Jan nd ok M o ob ado EF tion Ow W duc EN W of M s ner in ile ri or eb Pro s e M B d ase sit ila kC ou n Boo th REVENUE en t STREAM CU m Mi se n 2. Salone Del Mobile rti ctio 6. Selling Art Pieces ST Sa se C urch lan Art ve u 4. Book Exchange OM 7. Catalog Selling Ad rod lon iti 5. Release Trials e ER P 3. Artist Calling e P zen ser SE G ar s & M 1. Storage MONTHS P tic EN ip Vis T an a ts to Book T nt rials Advertiseme rs Art Bookcase Selling ANUAL ACTIVITIES Annual Catalog Selling30
  • Bookmerang Redesigned Business Model FINAL CONCLUSIONProject Conclusion Future ForecastingThank to Persico and Mondadori partnerships and to the consequent new diver- We could push the business model strategy a bit further and project a “realsified fluxes of revenues, Bookmerang is economically feasible. Still our main earning” business model; this of course would effect the value system, let’s seethree concepts and values, didn’t change but are now stronger and stronger: how.Flock Force Starting from the book trial preview by Mondadori we could imagine two con-The product service system keeps its social value features based in collabora- verging evolution:tive services, trends and communities and in seeking for changing people’s 1. Mondadori decides to push the trial transforming it in a script public jury.minds about public furniture; it enhances reading, free book exchange and free This means that not yet published script would be available in Bookmerang, allbook trials distribution out door in the park during summer and spring time. the reader would put themselves into the redactor shoes and would judge theMoreover now with the “art cases” exhibition it recalls even a larger number of “book to be”; this of course would imply a system of readers’ feedback for thepeople that could be interested in joining the flock. publisher. This scenario profiles a new market where potentially would be the readers to decide which books they want to be published.Socializing 2. Second converging scenario goes with the web 2.0 logic, in which usersAt the same time Bookmerang yearly exhibition becomes an occasion of social- become co-producers of contents; according to this logic what it could happenizing, of enhancing public culture, arts and literature for Milanese citizens and is that readers willing to become writers, could start leaving their own script invisitors; as well as for unknown artist a great opportunity to show their talent. the cases, hoping for a good feedback by the others. This of course would be very interesting Mondadori that could have a no cost resource of new brandWaiting time talents, that already gained fame and demand into the reading public. The bookWaiting time reinterpreted as reading and going to an art exhibition, becomes “Tre metri sopra il cielo”, which script first was released in two different highvaluables and joyful. schools in Rome, was published only after the highschool kids’ great interest in the script. Projecting this web 2.0 scenario ahead in the future we could even think about a transition of media: authors could simply leave the paper script in the Bookmer- ang cases, then if successful Mondadori could publish an e-book version of the book even translated in many languages. As we said in first place, this earning scenario drags the values of the project a bit far from the beginning; a system based on feedback needs a high control and maintenance, it cannot be left up to people behaviours, neither be so spread out in the city as the park network is thought to be. Ultimately we would loose what we simplifying call “the social value” of the project, because as we know, one thing is to project a business system to make money, another is to project a social system for the people. In developing this project we picked the second one, the first one is still a scenario on the go. 31
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