ESFN - LE MAT - Networking towards a better future of Social Economy


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The 26th of June 2012 in Brussels the ESFN organized a conference about Networking towards a better future of Social Economy. Le Mat had the task to present the experience in social franchising and employment. Renate Goergen and Daniel Lindgren presented: LE MAT SPECIAL PLACES; SPECIAL PEOPLE SPECIAL VALUES

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ESFN - LE MAT - Networking towards a better future of Social Economy

  1. 1. LE MAT – Special Places, Special People, Special Values A SOCIAL BRAND to mainstream SOCIAL ENTREPRENEURSHIP in TOURISM by Renate Goergen – President and brand manager LE MAT EUROPE and Daniel Lindgren – Director LE MAT SWEDENBrussels, the 26° of June 2012
  2. 2. “Co-operatives are a reminder to the international community that itis possible to pursue economic sustainability and social responsibility”Ban Ki Moon, UN Secretary General Social co-operatives developed since the 80ties in Italy, than all over Europe, and work in the general interest of the communities for a more sustainable and inclusive development….they create not only jobs in many economic sectors and social and democratic capacities for members and workers and specially for people with lower social opportunities….Brussels, the 26° of June 2012
  3. 3. Social entrepreneurs are individuals with innovative solutions to society’s most pressing social problems. They are ambitious and persistent, tackling major social issues and offering new ideas for wide-scale change. Rather than leaving societal needs to the government or business sectors, social entrepreneurs find what is not working and solve the problem by changing the system, spreading the solution, and persuading entireBrussels, the 26° of June 2012 societies to take new leaps….ASHOKA
  4. 4. The Le Mat people set up social co-operatives because they are socialentrepreneurs, love collective owned and community sharedbusinesses, like a more sustainable and inclusive development, wantto do a work they like and have an equal salary, want to beindependent and take their own decisions…Brussels, the 26° of June 2012
  5. 5. AND SOME YEARS AGO SOME OF US HAD A NEW IDEA!!!!!! We wanted to show the world of social entrepreneurs to everybody We wanted social entrepreneurship to become more touchable, visible, shareable, traceable, open to everybody, we wanted to attract new people, have new friends and clients and show our abilities And so we opened a Hotel in an abandoned old building owned by a local bank…Brussels, the 26° of June 2012
  6. 6. IT WAS A HARD BUT EXITING WORK!!!!!! We discovered to be good in welcoming and including people from abroad We discovered that Travellers like SPECIAL PLACES, SPECIAL PEOPLE, SPECIAL VALUES We discovered to be able to tell our stories about social entrepreneurship, active citizenship, empowerment, recovery We learned to be a SPECIAL PLACE and a INNOVATIVE TOURISTIC PRODUCT!!!!!Brussels, the 26° of June 2012
  7. 7. Le Mats social entrepreneurs like tourism to be something more than spending free time and consuming new adventures, more than a specialized industry. We like tourism as an opportunity to restore communities and landscapes… a tourism able to open minds towards those who are different from us, a tourism where you meet people and where you can listen to the thousands of stories and cultures of a local community and where the local community is curious to meet, to exchange and to welcome who comes from abroad, discovering unknown methods, thoughts and actions…Brussels, the 26° of June 2012
  8. 8. LOGO vs We decided that ACCOGLIENZA and SUSTAINABLE TOURISM had to be our job, our business model! We developed our competences, the organization, the marketing concepts… We knew to be UNIQUE but we had to stabilize our product, the services… We wanted travellers to come back, to guarantee always the same quality… We developed MANUALS, METHODOLOGIES, WE DISTILLED many different experiences…..BELLUNO, 10 febbraio 2012 10
  9. 9. AND ANOTHER IDEA CAME UP!!!!!! WE NEED A HOTEL CHAIN of Social Entrepreneurs - WORLDWIDE OUR BUSINESS MODEL FUNCTIONS! MAYBE IT IS REPEATABLE, IMITABLE??????? We develop a SOCIAL BRAND!!!!!!! We replicate and control as a FRANCHISOR!!!!!!!!!!!Brussels, the 26° of June 2012
  10. 10. FRANCHISING – SOMETHING NEW FOR SOCIAL ENTREPRENEURS! “If somebody uses resources merely “to reinvent the wheel”, it is rightly considered as a waste. Yet, the systematic replication of projects in the non-profit sector still remains the exception to the rule. This is understandable - many players in the so- called third sector rightly see themselves as “social change agents” – as an outlet for innovation. They prefer to focus their energies on the development of new approaches. Imitating those of others is considered as “not sexy”. The result is one pilot project after the other. Many prototypes, but few replications. The potential gains offered by the scaling up of successful prototypes into other places, have largely been neglected. There are, nevertheless, those exceptions to the rule that show the following: Systematic replication with local adaptation not only leads to greater efficiency and faster expansion. A well-organised replication process can lead to intelligent project networks with positive qualitative effects.” Bundesverband Deutscher StiftungenBrussels, the 26° of June 2012
  11. 11. LOGO vs LE MAT ITALY was set up by Social Co- operatives and Social Entrepreneurs in 2005. WE wanted to be owners of our BRAND LE MAT EUROPE - a cooperative based on SWEDISH LAW - was the next step in 2008 AND the replication process towards LE MAT SWEDEN could start!!!!BELLUNO, 10 febbraio 2012 13
  12. 12. LOGO vs 14
  13. 13. LE MAT today is a sexy brand standing for social entrepreneurship in tourism owned and developed by social entrepreneurs in Europe and can – as a social franchise system – be replicated in a very unique way wherever there are social entrepreneurs who want to imitate itBrussels, the 26° of June 2012
  14. 14. LOGO vs THE SOCIAL FRANCHISING PROCESS Step by step by step by step by step by step…..OFFICINA LE MAT – BARI – 17 FEBBRAIO 2011
  15. 15. LE MAT ITALY IS WORKING in ITALY and there are already 19 SPECIAL PLACES offering LE MAT ACCOMODATION and TOURISM PRODUCTS LE MAT SWEDEN is working in SWEDEN and 2 LE MAT B&Bs are already open LE MAT EUROPE is working in UK, BOSNIA and HERZEGOVINA and GERMANY and contacts started in POLAND, and SPAIN……Brussels, the 26° of June 2012
  16. 16. WHAT IS A SPECIAL PLACE LE MAT???? A Hotel, a Hostel, a B&B, a ship, a restaurant….a UNIQUE PLACE, managed by UNIQUE PEOPLE and SPECIAL VALUES! Guests feel to be in middle of social entrepreneurs, their colleagues and friends, their local network: the feel to discover not only traditional tourist sides but a SPECIAL WAY OF LIVE! Travellers find a lot of information not only about the surroundings but about relationships, the functioning of the co-operative, the costumers etc, a good (equal) and traceable price, no physical, psychical, sensorial and cultural barriers….. The beds are really good, the breakfast is excellent and very nice people give the welcome The traveller feels included in the community, as a citizen for a while The quality card of THAT UNIQUE LE MAT and information about all the OTHER LE MAT are available and you can become member of the Travellers’ Association Le Mat!Brussels, the 26° of June 2012
  17. 17. HOW YOU CAN BECOME A SPECIAL PLACE LE MAT - You have to want it and to ask it - You read the MANIFESTO LE MAT and we tell you about all the services and advantages there will be in becoming a LE MAT - You are asked to give a self description of your organization and your plans - We agree a visit, we analyse your project (the already existing hotel/hostel or your needs and ideas to open one) - We write a proposal about all the next steps you need to become a LE MAT SPECIAL PLACE and the costs of our consultancies - You agree and we sign the contract TOWARDS BECOMING A LE MAT - At the end of the process you receive the TARGA, you pay your annual fee related to the services you want and need and one a year we come and control! If you don’t have the money to restore and/or to pay the training and consultancy services we help you to find the money!Brussels, the 26° of June 2012
  18. 18. WHAT WE ALREADY HAVE…. Competences and know how, Handbooks, a registered BRAND, already a lot of travellers, travel agents promoting the LE MAT TRAVEL PRODUCTS, a business model and business plans, a technical staff of consultants….. Some really good partners as: COOPFOND, BANCA ETICA, REVES, THE LOCAL PARTNERS OF OUR MEMBERSBrussels, the 26° of June 2012
  19. 19. WHAT WE NEED ……. SPACE and BUILDINGS: we would like to use the ABANDONED BUILDINGS (private or public), the property of MAFIA and ORGANIZED CRIME, all the COMMUNITY ASSETS in order to turn them to value RISK MONEY – CREDITS and START UP CAPITAL: ABANDONED BUILDINGS have to be restored and we need some time in the start-up period to teach how to become a Le Mat and bring the guests and travellersBrussels, the 26° of June 2012