1. Intuitive, creative
Logical, rational
Felipe Gómez O.
Industrial & Business Designer
/ Strategic Research
/ Trend Analysis
/ Branding
/ Innovation &
Entrepreneurship
/ Communications
/ Business Modelling
/ Service Design
/ Interior Design
/ Photography

2. Contents
09 15
abOUT mE SELL IDEAS
re ect
Creative Commerce
ve ma
ser ke
ob
B UY IDEAS
FIKO STORE SECOnD naTURE
Creative Commerce Active Gear For Active people AND
FOOD
Open Innovation COOKING
11
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COvER lETTER ............03
CURRICUlUm
vITaE (English) ...................04
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gundo 5 en como pre visualización.
vITaE (Español) ..................05
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la de play oprimiendo el botón
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Strategic Research For Design
viernes 22 de abril de 2011 Made in Italy Files, Glocal
Salone Del Mobile, Milano 2011
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[+57] CREaTIvE TRIbalISm COn-TaCTO
COlOmbIa Strategic Brand Design & Retail
Trading Strategies
Children, Social Networking and
The value Of Making media sharing
02
Con-Tacto de Julian
Felipe Gómez Ordoñez
Industrial & Business Designer Contents
Con-Tacto de de z
zCon-Tacto Julian

3. Felipe Cover letter
From the desk of:
Gómez
Industrial & Business
I appreciate this opportunity to provide further background information in support
of my self.
Designer
My name is Felipe Gómez; I’m an Industrial & Business designer with 5 years of
Birth Place experience in the field, including one year in a managerial position. During the last
Bogota, D.C - Colombia few years I have been expanding the possibilities where design can be involve to
Birth Date
January 18, 1985 drive innovation. Inspired by the transformation that this discipline has been able
Address to achieve in other files and in the actual development of our society, I have been
Cll 89 No 12 - 59 able to apply my knowledge to create and transform not only products but also
Bogota, D.C - Colombia. services and business ideas, with a holistic approach that allows me to set new
tel: (+57) 310 - 330 4249
@: fegomez@me.com
solutions and opportunities to achieve the best business results.
url: www.fegomez.com
During my first years as a mechanical engineering student, I was able to realize
about the importance of design as a core component of today’s successful and
innovative businesses; because of this, I decided to get a degree as an Industrial
Designer. Before finishing my bachelor final year I decided to accept a full time
position as a designer and as sales manager at a local furniture company, with
more than 40 years in the market, that was trying to launch a new brand: D&K
Music Box. During this year and a half experience I was able to get involve in the
furniture market, and worked to empower critical components of that business,
such as: clients, suppliers, marketing and production. After understanding that
my job was done in this company I decided to go independent and started doing
furnishing and giving design consultations to a series of local clients that included
architect firms, artists and corporations. Being capable to apply my knowledge as
a designer to drive this companies expansion and insertion threw new and bigger
markets. These professional experiences made me decide to focus my masters
studies in business and design management.
During the year 2011 I did a Master in Business Design at the Domus Academy of
Milan, Italy. During this master I trained my self in the way that design can be use
to drive new business opportunities into successful marketable ideas using the
Integrative Design Thinking that characterizes a good design professional. During
this experience I had the opportunity to collaborate as an strategic researcher
at Studio Forakis, where I helped to visualize new business opportunities for
an innovative lighting technology, developed by the Korean manufacturer LG
Electronics.
I believe my combination of business experience together with my design an
engineering training is an excellent match to lead creative groups and to achieve
innovation in any project I get involve.
Attached is a copy of my resume and portfolio, which more fully details my
qualifications. My Portfolio ranges from individual and group projects executed at
Domus Academy as well as a few projects from my previous employments and
entrepreneurial activities as an independent designer.
Thank you very much for your consideration.
I look forward to receiving your reply.
03 Felipe Gómez Ordoñez
Industrial & Business Designer Cover letter

4. Felipe
From the desk of: Profile Education
I consider myself as a creative, innovative and self-starter master in business Design
industrial designer, with the capabilities to conceptualize, (awarded with Distinction). Domus
manage and lead design and business-driven projects and
Gómez
Academy (Validated by University Of
strategies. Wales). Milan - Italy, 2011
Industrial & Business I can guide and encourage team members while achieving the bachelor In Industrial Design.
Designer most desired design outcome. My abilities to apply a variety Universidad de Los Andes.
of design and business modeling methodologies together with Bogota, D.C - Colombia, 2010
Birth Place my experience within multidisciplinary projects and teams
Bogota, D.C - Colombia allows me to bring great discussion to every project. minor In mechanical Engineering
Birth Date Universidad de Los Andes.
January 18, 1985 Experience Bogota, D.C - Colombia, 2010
Address Strategic Designer, Studio Forakis
Cll 89 No 12 - 59 Milan, Italy / July 2011 Languages
Bogota, D.C - Colombia. Consultation and collaboration during the first stage of a Spanish - Mother Tongue
tel: (+57) 310 - 330 4249 project for the implementation of a new lighting technology English - Fluent
@: fegomez@me.com that the Korean company LG electronics is planning to Italian - Basic
url: www.fegomez.com introduce in the market. I was part of the strategic analysis
team that studied: existing lighting typologies, the competitive Software
landscape, actual market trends and users insights that could Graphic (advanced) Photoshop,
My Linkedin Profile
*Click to see
be useful for the future design stages of the project. Illustrator, Flash, Indesign
modelling (basic) Rhinoceros 3D,
Information Designer, Proyecto Desafio Ltda. Cinema 4D, Solid Works, Solid Edge,
Bogota,D.C - Colombia / May 2010 Sketch Up
Consultation and development of the communication, event business (advanced) Excel, Word,
image material and keynote presentation for the Power Point. (basic) Google AdWords
Certification Program in Added Value Services - “Porta
Apprentice 2010” - Developed for the training of sales Hobbies e Interests
personal of the Ecuadorian telecommunications company I’m someone who enjoys travelling,
PORTA. good food and being up to date with
current affairs. I have a specific interest
Event Design Consultant, Colectivo artistico Exposition for knowing new cultures and learning
Villa de Leyva, Colombia / January 2010 facts abut them. During several years I
Consultation and collaboration during the design and setting have been practicing photography.
up of an event: Primer Encuentro de Artistas Ilustrativos, an
art exposition that took place from December 2009 to January Professional References
2010 at the Humboldt Institute facilities located in Villa de Jozeph Forakis - CEO & Director
Leyva, Colombia. More than 90 art pieces by 8 colombian Studio Forakis
painters were exhibited. Tel: (+39) 335 - 741 0860
@: jozeph@forakis.com
Designer and Commercial adviser, Dk music box Milan - Italy
Bogota, D.C - Colombia / June 2008 - October 2009
Design and development of furniture lines for the entreatment, andrés González
communications and computers technologies. I was a design Entertainment executive
director and manager of two showrooms. In my role, I was Proyecto Desafío Ltda
able to fortify the marketing and design strategies of the Tel: (+571) 618 - 3000 Ext. 107
company by applying a series of merchandising and design- @: andres.gonzalez@grupospira.com
driven methods. Bogota, D.C - Colombia
Design Consultant, HanOvER-RE Academic References
Bogota, D.C - Colombia / March 2008 - April 2008 andrea Tosi - mbD Director
Consultation for the appropriate implementation of their Domus Academy
corporate image during a congress given by the company in Tel: (+39) 347 - 413 7008
Cartagena, Colombia. My role was to design and produce @: andrea.tosi@domusacademy.it
the information collaterals, advertising print materials, and Milan - Italy
corporate gifts for the event
maría de los Ángeles González -
Intern, ariporo arquitectos associate Professor
Bogota, D.C - Colombia / April 2006 - October 2006 Universidad de los Andes
I participate in the company’s corporate image design. Tel: (571) 3394949 Ext. 2634
Designed the website for the firm. And collaborate during the @: marigonz@uniandes.edu.co
architectural modelling and prototyping of several projects. Bogota, D.C - Colombia
04 Felipe Gómez Ordoñez
Industrial & Business Designer Curriculum vitae

5. Felipe
From the desk of: Perfil Estudios
Soy un diseñador innovador, creativo y emprendedor con master in business Design
la capacidad de conceptualizar, desarrollar e implementar (Pass with Distinction). Domus
proyectos creativos. Tengo la habilidad de guiar e inspirar
Gómez
Academy (Validado por: University Of
equipos multidisciplinarios para lograr resultados y estrategias Wales). Milán - Italia, 2011
no convencionales e innovadoras.
Industrial & Business Diseñador Industrial. Universidad de
Mi capacidad de aplicar una amplia variedad de procesos Los Andes. Bogotá, D.C - Colombia,
Designer
de innovación como diseñador, administrador y analista 2010
de mercados, junto con mi amplio conocimiento en temas
Cédula de ciudadanía
de actualidad me permiten participar activamente en cada bachillerato académico. Colegio San
80.074.207
proyecto. Carlos. Bogotá, D.C - Colombia, 2003
Lugar de nacimiento
Bogotá, D.C - Colombia
Experiencia Laboral Lenguajes
Fecha de nacimiento
Diseñador Estratégico, Studio Forakis Español - Lengua Materna
18 de Enero de 1985
Milán - Italia / Julio 2011 Ingles - Avanzado
Dirección
Consultor y colaborador en un proyecto para la Italiano - Intermedio
Cll 89 No 12 - 59
implementación y transferencia tecnológica de una nueva
Bogotá, D.C - Colombia.
tecnología desarrollada recientemente por la compañía Software
tel: (+57) 310 - 330 4249
coreana, LG Electronics, la cual será introducida y Gráfico (Avanzado) Photoshop,
@: fegomez@me.com
posicionada en los mercados europeos. Hice parte del Illustrator, Flash, Indesign
url: www.fegomez.com
equipo de investigación estratégica que estudió, entre otros: modelado (básico) Rhinoceros 3D,
My Linkedin Profile El estado del arte del producto, el terreno competitivo, las Cinema 4D, Solid Works, Solid Edge,
*Click to see
tendencias y los mercados que lo componen. Mi análisis Sketch Up
permitió identificar nuevos productos y negocios aplicando negocios (avanzado) Excel, Word,
dicha innovación tecnológica. Power Point. (básico) Google AdWords
asesor de Comunicación visual, Proyecto Desafío ltda. Hobbies e Intereses
Bogotá,D.C - Colombia / Mayo 2010 Soy una persona que disfruta viajar.
Consultor y desarrollador de los materiales informativos y Me gusta la buena comida, conocer
presentaciones para el programa de certificación en Servicios nuevas culturas e intercambiar
de Valor Agregado - “El Aprendiz Porta 2010” - Desarrollado conocimientos con personas de otros
exclusivamente para la capacitación del personal de ventas países. He practicado fotografía durante
de la compañía de telefonía ecuatoriana PORTA. varios años.
asesor de Diseño, Exposición Colectivo artístico Referencias Profesionales
Villa de Leyva - Colombia / 2010 Jozeph Forakis - CEO & Director
Consultor y colaborador del diseño y planeación del evento: Studio Forakis
Primer Encuentro de Artistas Ilustrativos colombianos, Tel: (+39) 335 - 741 0860
exposición de arte con más de 90 obras de 8 artistas @: jozeph@forakis.com
colombianos que tuvo lugar en las instalaciones del Instituto Milán - Italia
Humboldt en Villa De Leyva, Colombia, para el cual realicé la
dirección de arte y materiales gráficos del evento. andrés González - Ejecutivo de
Entretenimiento
Diseñador y asesor Comercial, Dk music box Proyecto Desafío Ltda
Bogotá, D.C - Colombia / Junio 2008 - Octubre 2009 Tel: (+571) 618 - 3000 Ext. 107
Diseño y desarrollo de línea de mobiliario especializado para @: andres.gonzalez@grupospira.com
tecnologías de comunicación y entretenimiento. Fui el director Bogotá, D.C - Colombia
de diseño de la empresa y tuve bajo mis responsabilidades
la administración y gerencia de 2 puntos de venta. Durante Referencias Académicas
mi trabajo fortalecí las estrategias de diseño y mercadeo andrea Tosi - Director mbD
de la compañía, aplicando una serie de estrategias de Domus Academy
comunicación y mercadotecnia bajo mis conocimientos en Tel: (+39) 347 - 413 7008
diseño estratégico. @: andrea.tosi@domusacademy.it
Milán - Italia
asesor De Diseño, Hannover-Re
Bogotá, D.C - Colombia / Marzo 2008 - Abril 2008 maría de los Ángeles González -
Asesoría para la implementación de la imagen corporativa Profesor asociado
de la empresa a la imagen de eventos corporativos. Para Universidad de los Andes
los cuales diseñe e implemente materiales informativos del Tel: (571) 3394949 Ext. 2634
evento, piezas publicitarias y regalos corporativos. @: marigonz@uniandes.edu.co
Bogotá, D.C - Colombia
05 Felipe Gómez Ordoñez
Industrial & Business Designer Curriculum vitae

6. business Portfolio
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“Great design is characterized by aprototyping and continuoususer, creative and
resolution of tensions, collaborative
deep understanding of the
modification
improvement of ideas and solutions. Great design is characterized by Integrative
Thinking. The application of these principles to business practices is what we call
Business Design.
”
Rotman School of Management
(Go to website)
06 Felipe Gómez Ordoñez
Industrial & Business Designer business Portfolio

7. SUPPLEMENTS
[+57]
Maintaining the
Indigenous roots Interviewing The Maker
It is the nature For our October issue our writers and
NEWS photographers report back on how
of the Artisan to
Community: pieces were made
express himself
through the
Store:
invention,
creation,
manufacture, repair, and manipulation of By:
OCTOBER TOPIC Felipe Gomez
things. These can be artistic masterpieces,
TECHNIQUES + technological crafts, or mechanical 10/06/11 4 notes share
DESIGN
Creative Colombia
devices. Virtually everything made by man
Where do they which you see and use is the work of RELATED PRODUCTS
The value of making
meet? Artisans. The car you drive, the house you
live in, the television you watch, the
telephone you talk on, the clothes you
wear, the furniture and appliances in your
home and the decorations also.
CULTURE
Developed From
DESIGN
No BUSINESS By Ceci Arango
10
10/06/11 4 notes share
VUELTIAA Brazalet VUELTIAA Neckless
August 1 to October 15, 2011
01
Through
OCTOBER SELECTION
Maintaining the NOVEMBER PRODUCT PITCH
Domus Academy
Indigenous roots
By Ceci Arango
NEWS
Masters in Business Design
Community:
Store: Project leader:
Jozeph Forakis
SILLA COSTEÑA
By DOSUNO STUDIO
VOTES 1200 ORDERS $2.000 DAYS LEFT 15
VUELTIAA Brazalet VUELTIAA Neckless
OCTOBER
COLLECTION By DOSUNO STUDIO mbD master Thesis
THE BEST OF OCTOBER
PRODUCT NEWS
awarded with Distinction by
COLOMBIAN
CREATIVE Maintaining the Indigenous roots
Domus Academy
TALENT By Ceci Arango University of Wales
The Value of identity
AKAVISH MI PLANTITA Interview, DOSUNO Studio
CULTURE
DESIGN Latin American Simple Challenge
No BUSINESS By Silvia Tcherassi With Silvia Tcherassi For Payless
10
10/06/11 4 notes share
02
[+57] The Project Magazine & Store where the content
is generated to draw interest about
Media
The Colombian Creative Industries Local Creative Makings. This model
Communicate
have a skilled and resourceful is conceived as an evolution of what & Promote
workforce; of craftsman’s, a creative MEDIA-driven business
designers, small producers and model is (like the One MONOCLE
entrepreneurs that are having MAGAZINE follows). It goes even Creative-Led
Publications
great ideas and projects but are further by being a protagonist in the Commercialize Collaborate
not being able to communicate creative and business community, & Distribute & Inspire
their value and introduce their that by discovering new talents and Product Process
products to the markets. The driving strategic design research
local and creative value is under- and business modelling with them, [+57] Magazine
appreciated within the global supports them to collaboratively 1. Discovers and talks about
society; therefore, the former conceive new product lines, services Creative Communities
needs to be addressed with a and business models. Finally, the 2. Introduces Local Creative
solution that equips the creative solution model seeks to connect and Products
and productive community with support the community of creators,
[+57] Store
tools and channels in order to makers, and businesses, by driving
1. Higlights The Best Of
communicate and explore the innovation through a series of Local Talent
cultural and economical value of online networking, educational and 2. Sells their Creative
their creative makings. collaborative strategies, allowing Products
them to learn, share and participate
Consequently, this project will through out the whole process of [+57] Challenges
use the power of a collaborative creation and innovation. 1. Leverages the local
brand “[+57]”, that will unify the creative potential
Colombian creators, producers, 01. [+57] Online Magazine 2. Drives innovation of creative
and businesses communities 02. [+57] Online Store products and services
through an online Open-sourced 03. [+57] Creative Model
03
07 [+57] Creative Colombia Felipe Gómez Ordoñez
Industrial & Business Designer business Portfolio

8. [+57] This content is recurrently
generated to deliver
CREATIVE COMMUNITY
business information and products to
both customer segments. 1. 2.
model
And finally we will enhance CREATIVE CREATIVE
CREATIVE MAKERS
a the business model by CONTENT RESOURCE
being a Process Driven DISTRIBUTOR FOR LOCAL
CONSUMERS
This Business model can Creative Business; that uses & CURATOR DESIGN &
generally be defined as collaboration dynamics and
INNOVATION
a multisided platform- offers networking services to
model. Oswalder defines the creative communities.
this pattern of business CREATIVE COMMUNITY
as: “platforms that bring The revenue structure of
together two or more distinct [+57] is fragmented amongst
but interdependent groups a series of streams that can
of customers. A multi- sided be deviated by customer NEWS
platform grows in value to segment. First the B2C
the extent that it attracts revenues will mainly come
more users, a phenomenon from the online sales
1. ONLINE ONLINE
CONSUMERS
CREATIVE STORE
known as the network commissions that will be CONTENT
PUBLICATION
INFORMATION PRODUCTS &
effect.” (Oswalder, 2010). generated by the online store. DISTRIBUTOR
& CURATOR
SERVICES
A secondary revenue stream
First of all we will be a will comes from the B2B
Product Driven Business, markets; education sessions
by delivering products that we will be hosting
to the consumers and constantly, with this activity
by collaborating with our the community of designers
creative community in and makers can have access 2.
CREATIVE MAKERS
the development of new to our research reports that CREATIVE
offers. This model also has will talk about industry insights
RESOURCE RETAILING & COMMUNITY SERVICES &
a component of a Creative
FOR LOCAL PROMOTION & NETWORKING EDUCATION
and finally from business DESIGN &
Media Driven Business, modelling and design-thinking
INNOVATION
using content generation modules. Ones we start the
and addressing both; the collaboration and starting
B2B and B2C markets. 04. [+57] Business Model Overview
consulting phase.
[+57] Future Steps, Going Physical
[+57] Prints [+57] Shop
Release a printed magazine addressing the Take the experience to a flagship store
creative communities with selected series of to strengthen the physical aspect of the
insightful articles community
08 [+57] Creative Colombia Felipe Gómez Ordoñez
Industrial & Business Designer business Portfolio

9. st
1 COLOMBIAN
ON-LINE
CREATIVE FIKO
HUB STORE
STORE
Creative Commerce
Developed From
June 3 to June 30, 2011
Through
Domus Academy
Masters in Business Design
Project Leader
Giovanni Lanzzone
The Problem The Project How It
Colombia is going through a wave
of entrepreneurship, but these new
enterprises are in need of project
FikoStore is an innovative
platform for the promotion and
commercialization of Colombian
Works
management and support to be creative ideas coming from the
able to introduce and scale their design, fashion & crafts sub-
ideas in local and foreign markets. sectors of the creative industries.
Because of this lack of promotion,
Focusing on an online website 1. Creat a Product
and social media application, it
the creator have to look for other
will allow locals to sale and buy
strategies that allows them to
the creations in a marketplace
make their products popular and
designed to display the creations 2. Upload it
gives them access to new potential @FikoStore.com
and the relevant information about
buyers. At this point, is were
its origin and those how have
the opportunity for the internet
create it in an appalling way for
and new online trading solutions
becomes obvious .
the specific Colombian market. 3. We Show it
It will also work as a consultancy www.fikostore.com
agency to support the needs of Facebook @ FIkoStoreFront
the creators during the setup and
DESIGN
first stages of their business and
connect them with information
PROMOTING that will be useful to establish 4. People Buy It
themselves.
FikoStore will be the first
Colombian creative store. On 5. Fiko manages
DISTRIBUTION this virtual platform; designers, the order
artisans and buyers will count
with the perfect market place
and environment to sale and buy 6. The Creator
innovative and mindful stuff.
MANAGING
gets pay
09 FikoStore - Creative Commerce Felipe Gómez Ordoñez
Industrial & Business Designer business Portfolio

10. FINANCIALS- CO
STS The business model
Start-Up Year 1 Year 2 Year 3 Year 4 Year 5 Fiko business model was designed
Website Dev $14.550 $11.000 $18.000 $36.000 $70.000 $80.000 under Alexander Ostelwalder
Creators Cut n/a $96.900 $315.000 $690.000 $1.150.000 $2.199.600 “Business Model Generation” book.
S&H n/a $30.000 $96.0000 $200.000 $420.000 $625.000
This business model will be an
Pay-Portal
opens source model, because its
n/a $14.000 $47.0000 $105.000 $230.000 $344.000
Marketing $5.290 $18.000 $29.400 $58.000 $120.000 $230.000
Overhead $47.300 $77.500 $111.500 $173.000 $270.000 $400.000 main offer, design, will be sourced to
TOTAL $67 K $225 K $615 K $1.2 M $2.5 M $3.9 M 2% the community of creators. Internet
buyers will economically crowd-
found and run the voice about this
10% creative initiatives, their creators and
Year 5
Website Dev 6% the platform.
Creators Cut 9%
22%
The main value preposition that Fiko
S&H
will offer will be design and creative
Start-Up
8%
Pay-Portal 57% goods for its B2C market, and
16%
Marketing project management and support
71%
Overhead for the creators of this offers. Young
makers from the sector of fashion,
design and crafts from the creative
industry will be the main target for
FINANCIALS- RE
VENUES us. Getting this community will
aloud Fiko to gain its main resource,
Year 1 Year 2 Year 3 Year 4 Year 5
Ideas Selling $235.000 780.000 $1.700.000 $3.800.000 $5.700.000
the creative community by a series
Web Adv $12.600 $15.960 $20.500 $22.500 $27.000 of key activities of talent scouting
Consulting n/a n/a $6.600 $11.700 $18.000 and promotion that will call their
Coproduction n/a n/a n/a $3.000 $9.0000 attention and will make them want
TOTAL $246 K $800 K $1.8 M $3.9 M $5.8 M to work with us.
Financials
$ 6.000.000
Fiko’s start-up will require a seed
Food R. MarkUp =X 1.8 inversion of $140.000 to start.
$ 4.500.000
This capital will be asked to one
Products R. MarkUp =X 2 of the local V.C in a plan that will
contemplate the payment of the
$ 3.000.000
Fashion R. MarkUp =X 2.2 total amount of money in five years,
with a total ROI of 300%.
$ 1.500.000
Crafts R. MarkUp =X 1.5
$0 During the start-up and the first year
r5
Yea
r1
Yea
r2
Yea
r3
Yea
r4
Yea this resources will be used mainly
to develop the online platform. The
company will not generate any
VENUES
SH FLOW revenues until the first year starts.
FINANCICIALS- RE
FINAN ALS- CA
Start-Up Year 1 Year 2 Year 3 Year 4 Year 5 As the community of creators starts,
C.V Investment 140.000 n/a n/a n/a n/a n/a the main revenue stream will be the
Revenues n/a 246.000 800.000 1.800.000 3.900.000 5.800.000 RO online commission that will produce
in I=
Costs -67.000 -225.000 -616.000 -1.260.000 -2.600.000 -3.900.000
%5 300 $206.000 in the first year and will
Net Profit
Ye %
n/a n/a 63.600 240.000 682.000 1.017.000
Pay to V.C n/a n/a -35.000 -35.000 -35.000 35.0000 ars grow fast thanks to the viral effect of
V.C Dividend(1%) n/a n/a -4.500 -16.800 -34.000 50.900 the web producing total revenues of
$73 K $6.5 K $31 K $218 K $830 K $1.6 M $800.000 on the second year. This
growth in the community seems
exaggerated but based on the study
$ 6.000.000 Revenues
of other similar communities, like
$ 4.500.000 Blooming, the community could
Break-Even Total Costs have a profit growth that allows it
$ 3.000.000 to count with more than 250 active
creators, posting ideas and more
$ 1.500.000 than 5000 active buyers per year.
Projecting to get to a figure of 1.000
Year 1 Year 2 Year 3 Year 4 Year 5 transactions per day in five years.
10 FikoStore - Creative Commerce Felipe Gómez Ordoñez
Industrial & Business Designer business Portfolio

11. TRIbalISm FLYER
Brand Design & Retail
Trading Strategies RETAIL
Developed: From
May 2 to June 1, 2011
Through:
Domus Academy
Masters in Business Design E-COMMERCE
In collaboration with:
Manuel Garzaron (Argentina)
Celia Jaber (Lebano) CUSTOMER
Avner Shaked (Israel) SERVICE
Taylor Smith (Canada)
Client:
Unieuro, Italy
Project Leaders:
Andrea Tosi abstract
Tribalism is a retail trading strategy Moving the brand from the nursing
designed with an interdisciplinary figure of “tecnoilluminaty” to a
approach to leverage Unieuro’s brand more relabel brand essence that
perception over its competitors. improves the perception of the
As a retailer the company is having company trough the in-store and
problems in differentiating from its out-store new brand experiencing;
competitors, and is in need of finding atmosphere, service, marketing
a way to build a stronger retail brand material and activities, web,
equity that helps them influence products and information amongst
the consumer perception and draw others will be reestablished.
retailer choice and loyalty towards
them, and off from the competitors. 01. Social strategy
02. Positioning strategy map
SELECTIVE INFORMATION
APPLE
“FRIENDS & BRAND BANG & OLUFSEN
FAMILY” “EXPERTS”
PANASONIC
FNAC
COIN DARTY SONY
“PEOPLE LIKE STAFF
PRICE SERVICE
ME” “EXPERTS” UNIEURO
MEDIAWORLD
COMMUNITY
EURONICS
“EXPERTS” Retailers
SATURN
Manufacturer
OVERWHELMING INFORMATION
01 02
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Industrial & Business Designer business Portfolio

12. Solution “A TRIBE is a group
The feating room of individuals that
are interlinked
Unieuro’s fitting room is a sub-brand that
will create trust amongst communities. This by the same
sub bran will be present at the different
stages were the client has contact with the
subjectivity, the
brand: marketing, in-store, the web and same passion.”
the services that they deliver before, during
and after each purchase.
Attracted by the outdoors activities the
members of the community will approach
to the brand stores were they will find a
customized environment. For this Unieuro 1 2
will dispose of a permanent area in each
store for each tribe’s temporary display, Create Buzz
a feting room store in store. A curation of » Cool activation activities
products that are specifically useful for this will make people talk about
tribes will be display in the fitting room,
Unieuro
» They will communicate the
events to their friends
The staff tribes will be based on the level
of expertly that each member has and the
technology area in which they were trained
to sale. They will be in store and will need
to know all the information related to their
area, they will be assisted by a retailing
interface. 03
1 2
Collaboration
03. Guerilla campaign for fitness tribe » With Skate Parks, congregation
spots for the tribe.
04. Guerilla campaign for skaters tribe
05. Staff “video tribe” member » All across Italy
06. Staff’s interface for customer support » Specialized article in skating
07. Retailing interface scenario magazines and blogs.
04
02
05 06 07
12 Trabalism Felipe Gómez Ordoñez
Industrial & Business Designer business Portfolio

13. Design
Diaries
Strategic research for design.
Developed From
March 28 to April 22, 2011
Research Topic:
T.V Furniture Sets & Pieces
Salone del Mobile di Milano,
Through:
Domus Academy
Masters in Business Design
Project Leader:
Makno Group
abstract
Design diaries, is a trend research project based
on a quantitative analysis developed with the
methodology applied by Makno Group, a social
and marketing research institute. The project
focus itself only in studying the area of T.V
viernes 22 de abril de 2011
viernes 22 de abril de 2011 furniture sets and pieces that were on display
during the 2011 Salone Del Mobile (Milano, Italy).
The propose of this research exercise was to
investigate:
• What are the preferred design styles among
people?
• How are TV furniture pieces currently in the
market?
01 • What are the new and main media based
technologies people are using at there homes?
• How are this technologies affecting the way
people interact with the furniture pieces and the
space were they are more usually located?
This process is composed by tow main research
components, based on quantitative methods: a
B2B analysis that looked into the direction that
the producers present at the salone, using an
image analysis method. And a B2C analysis that
examines in depth the purchase motivations and
the ways of using the product, making use of face
to face and Internet sample surveys compose of
12 structured questions (closed answers) that
were analyzed.
01. B2B analysis map 1
02. B2B analysis map 2
02
13 Design Diaries Felipe Gómez Ordoñez
Industrial & Business Designer business Portfolio

14. 1. Straight and 2. Unification Of 3. Quality and
Squared (79%) T.v + Furniture luxury
Objects with a cold sensation are Built-in everything is the new trend, Customers are looking for good
more common. The producers are Cables, connections, DVDs, and quality products that will last for at
focused in following the aesthetics even the TV set are becoming less least 3 to 5 years (38%) or more
of the TV and electronic devices in visible. Producers are aware about than 5 years(38%). Still, a significant
the design of pieces and sets that users necessity to Hide Cables and amount prefer ephemeral products
matches the look of the components. integrate components into furniture that could easily get read of or moved
This design driver is also evidenced in that offers significant Functionality. and from which they don’t expect
the fact that the majority of the pieces Order is becoming really important for to be using for more than 3 years
found had a Cold (56%) look, that people and a clear purchasing driver. (25%). People are welling to pay
matches the plastic, black and shinny People are using three different ways around $1.500 to $3.000 (52%) for this
aesthetics that characterizes media to install their TV: On surface(57%), kind of pieces. This responds to the
devices. Wall Mounted (29%) and Furniture producers interpretation of the market
Mounted (14%). by producing more Lasting(62%)
The main technology used by people products with a middle-high price
in their houses are LCD(56%) followed Although installing the T.V on surface range than Ephemeral (38%) short
by Plasma(27%), other players are is, and looks like will still be the main lasting products.
starting to be consumed such as solution. Producers are focusing their
LED(9%) and 3D which give a grate effort to create new designs were 03. Purchase motivation I Styles
convenience in terms of space saving the T.V can be Furniture Mounted 04. Purchase motivation I
and minimal look. Sony(38%) is the that is rally convenient also, for cable Electronics aesthetics
05. TV + Furniture I Ways of use
most popular brand and then is follow handling and go really well with super- 06. User expectations I
by Panasonic(19%). slim devices like the new LED models. Ephemeral Vs Lasting
PURCHASE MOTIVATION I Style WAYS OF USE I T.V Setting
Surface Mounted
Squere
B2B: 52%
B2C:57%
Furniture Mounted
79%
B2B
B2C
B2B: 37%
B2C:14%
Soft
The Material 3
• Reduces installation cost & effort. Wall Mounted
The Colour 4
• Allows easier & fast cable handling.
Style 5
B2B: 17%
0 1 2 3 4 5
21% B2C:29%
PURCHASE MOTIVATION I Style PURCHASE MOTIVATION I USER EXPECTATIONS
03 04
viernes 22 de abril de 2011
viernes 22 de abril de 2011
Cold Expected Product Life Ephemeral
38%
3 To 5 Years
5< Yrars
23%
39%
56% 1 To 3 Years 38%
B2B
B2C
B2B
B2C
Warm Price Expected Lasting
27% 500- 1.500 36%
Plasma
8% Other 100- 500 9%
9% LED 3.000 or more 3%
Technology LCD
56%
44%
1.500- 3.000
52% 62%
viernes 22 de abril de 2011
04 viernes 22 de abril de 2011
05
14 Design Diaries Felipe Gómez Ordoñez
Industrial & Business Designer business Portfolio

15. Second
nature
Active Gear For Active people
Open Innovation
Developed From
February 14 to May 25, 2011
Through
Domus Academy
Masters in Business Design
Master in Interaction Design
In Collaboration With
Irwanta Salim (Singapur)
Charles Lee-Thorp (South Africa)
Marco Ghezzi (Italy)
Isil Uzum (Turky)
Project Leaders:
Jozeph Forakis
Product Review sensor is a separate module,
just insert it into the strap that
Second nature transforms bests suits your needs.
your body into a motion-
based controller for Endless possibilities.
software on your mobile Our system is open to all,
phone. Simply attach a so expect developers to
sensor somewhere on your dream up new and incredible
body or equipment, select applications that go far beyond
the function you want to sport. Individual applications
control on your phone, and extend the possibilities into
record your movement. When specific areas. Our open aPI
01
the second nature software means anyone can write
on your phone detects this software for Second nature.
movement, it will instruct Soon we will start to see
your phone to perform the Second Nature being used for
corresponding action. applications far beyond sport.
Why its cool. Gaming, medicine, education,
anything.
This allows an unparalleled
level of mobility and Cycle of life.
personalization. You are not Second Nature will launch a
bound to particular gestures suite of specially designed
like with a touch screen or apps, Cycle of life is a series
02
even to using your fingers of application developed
at all. This makes it ideal for specifically for cycling that
people involved in physical will help cyclist to control their
activities like sport, travel and devices wile riding their bikes.
play.
01. Second Nature core App
Turn on, tune in, forget. 02. Second Nature straps
03. Cycle of life application
We provide an assortment of suit
straps, pins and ties to attach
03 sensors to your body. The Yankodesign.com review.
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Industrial & Business Designer business Portfolio

16. Gesture based interface for active lifestyles
Business Model Overview
Commission from online sales
3 Commission Based
Technology licensing
2 Licensing Based
Secur ed community
Unlimited service support
Continuous access to releases
OPEN SOURCE MODEL 1 Subscription Based
$656,500Projected expected net return
Capital + Interest (18%) + Dividend (5 Years)
Return structure
Year 1 Year 2 Year 3 Year 4 Year 5
$130,980 $165,480 $183,423 $230,591 $247,483
$300,000 Investment amount
$60,000 $60,000 $60,000 $60,000 $60,000
Capital return
$54,000 $54,000 $54,000 $54,000 $54,000
5 Years
Interest return (18%)
$17,000 $51,500 $70,000 $115,000 $133,000
Return duration Dividend return (Year 1 & 2 = 1% & Year 3, 4 & 5 = 0.5%)
16 Second Nature Felipe Gómez Ordoñez
Industrial & Business Designer business Portfolio