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LOGO vs                                 steps, components and tools                                                       ...
LOGO vs                                                The steps                                           from stigma (br...
LOGO vs                                                     The steps                                          THE MADMAN,...
LOGO vs                                                The steps                              Different experiences, point...
LOGO vs                                          THE STEPSSO LET’S BECOMEENTREPRENEURS  to invest abandoned ressources and...
LOGO vs                                          THE STEPS   AND THAN LET’S COMMUNICATE…..  to tell the stories of our ent...
LOGO vs                                                THE STEPS                                               a presence ...
LOGO vs                                            THE STEPS                                                 DIST         ...
LOGO vs                                                     THE COMPONENTS                                          e iden...
LOGO vs                                              THE COMPONENTS                                                       ...
LOGO vs                          SO NS THE COMPENENTS                        Their u                 P ER                 ...
LOGO vs                                              THE COMPENTS                  The organization of the work and of the...
LOGO vs                                              THE COMPENENTS                                                The loc...
LOGO vs                                               THE COMPONENTS                                      Best  The most c...
LOGO vs                                                THE COMPONENTS                                The traveller and all...
LOGO vs                                                THE TOOLS                                                          ...
LOGO vs                                                THE TOOLS                               The Kit to personalize the ...
LOGO vs                                                THE TOOLS                     The personalized Manual and the Quali...
LOGO vs                                                THE TOOLS                   COMMUNICATION and MARKETING LE MAT     ...
LOGO vs                                                THE TOOLS                                           The franchise s...
LOGO vs       LE MAT - members of the CONSORTIUM  ABN - Consorzio  A very big Consortium of social co-operatives involved ...
LOGO vs                 LE MAT’s SPECIAL PLACES in ITALY Tenute Gucciardi                                Il Posto delle Fr...
LOGO vs                          The Le Mat Trademark                               in Sweden                    Common na...
LOGO vsSocial Franchising workshop - SUGENOVA - 14th April 2011
LOGO vsSocial Franchising workshop - SUGENOVA - 14th April 2011
LOGO vs       Social franchising       • A community       • The form varies       • Knowledge transfer       • More socia...
LOGO vs   Le Mat Sweden - Accoglienza      • Inspired by and in        cooperation with        Le Mat Italy      • Two ent...
LOGO vsSocial Franchising workshop - SUGENOVA - 14th April 2011
LOGO vsSocial Franchising workshop - SUGENOVA - 14th April 2011
LOGO vs                          The brand and franchise system LE MATSocial Franchising workshop - SUGENOVA - 14th April ...
LOGO vs                                                      LE MATSocial Franchising workshop - SUGENOVA - 14th April 2011
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LE MAT - a social brand and franchise system

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The presentation describes step by step the development of the social brand LE MAT and how the social franchise system functions. The presentation was done during the social franchising seminar in GENOA in 2011 and realized by Renate Goergen

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LE MAT - a social brand and franchise system

  1. 1. LOGO vs steps, components and tools to produce inclusion and empowerment and to travel, discover, live, participate and promote social entrepreneurs’ communitiesSocial Franchising workshop - SUGENOVA - 14th April 2011
  2. 2. LOGO vs The steps from stigma (brand) to brandSocial Franchising workshop - SUGENOVA - 14th April 2011
  3. 3. LOGO vs The steps THE MADMAN, THE DISABLED…… different, unproductive, moody, useless, dangerous, strange, unpredictable… The step towards reclusion …is very short, always! UNLESS…. the special experiences and abilities don’t acquire the full rights of cukture and social citizenship and become a VALORESocial Franchising workshop - SUGENOVA - 14th April 2011
  4. 4. LOGO vs The steps Different experiences, point of views, eyes and abilities Elements and Values no organization can renounce to all that!Social Franchising workshop - SUGENOVA - 14th April 2011
  5. 5. LOGO vs THE STEPSSO LET’S BECOMEENTREPRENEURS to invest abandoned ressources and unused abilities to include and innovate to make money, to be indipendent, to invest in the projects we like to practice democracy, phantasy and powerSocial Franchising workshop - SUGENOVA - 14th April 2011
  6. 6. LOGO vs THE STEPS AND THAN LET’S COMMUNICATE….. to tell the stories of our enterprises, to “contaminate” the rigid cultures of separation, to exit from the limited spaces of assistance or productivity HOTELS, RESTAURANTS, BEACHES, PUBLIC AND OPEN PLACES To become visible, to do a nice job and to MEET OTHER PEOPLESocial Franchising workshop - SUGENOVA - 14th April 2011
  7. 7. LOGO vs THE STEPS a presence to attract A attention, to stir up the SIGN LUST….. A BRAND to REPLICATE And not to forget The steps, the components, the necessary tools ….to be proud, to belong, to share…..Social Franchising workshop - SUGENOVA - 14th April 2011
  8. 8. LOGO vs THE STEPS DIST ILLA nt TION yd iffere reate a and Man ances c they BRA t subs ixture… oiling NDI m b NG new different fferent i have ….the d ts poin onents p com se….and y anal …. ly slow Creating identity and imageOFFICINA LE MAT – BARI – 17 FEBBRAIO 2011
  9. 9. LOGO vs THE COMPONENTS e identity A brand is th r business . c produc t, service o of a specifi ersonality It aff ects the p ervice s t, c om pany or of a produc brand nam e A legall y protected called a tra demark. is E r HE N A M to re m e m b e T and o u n c e c o g n iz e io n to p ro n to re th e m is s Easy E a s y re n c e s to n e g re f in g a tte n tio tito r m pe e s tin tra c t th e c o Sugg At fro m te re d is h e d g is is tin g u a n b e re e d hat c To b TSocial Franchising workshop - SUGENOVA - 14th April 2011
  10. 10. LOGO vs THE COMPONENTS Not easy standards to respectSocial Franchising workshop - SUGENOVA - 14th April 2011
  11. 11. LOGO vs SO NS THE COMPENENTS Their u P ER niquen essTH E s ra tor p e Thei o-o r pro ec jects Th The cers u prod The rs ir id T he hotelie eas The travellers Their fragil ity repre neursThe social ent Come on stage…Social Franchising workshop - SUGENOVA - 14th April 2011
  12. 12. LOGO vs THE COMPENTS The organization of the work and of the firm …a learning organization….continuously transforming …rules, tools to include, to build capacities, favour carreers How can you learn to participate and to decide? E TIM EN CY SPARTRAN ATI ON INF ORM How can every point of view have a value?Social Franchising workshop - SUGENOVA - 14th April 2011
  13. 13. LOGO vs THE COMPENENTS The locali LE MAT - systems ry To include and give value to the many stories, products and producersi T he territo The Land scap e Participating actively in the local planning and Meaningful relationships the development models of local communitiesSocial Franchising workshop - SUGENOVA - 14th April 2011
  14. 14. LOGO vs THE COMPONENTS Best The most comfortable beds Breakf The special places LE MAT a st with LOCAL PRODUCTS pti on wireles s le rece sib a cces The ”We immagined our guests, tired when arriving, desiring relax and welcome and curious to discover where their travelling has brought them. We used our phantasy and designed our rooms, the colours on the walls, the floors, the coverlets…and than we started to smell the fragrance of the fresh flowers, of the fruit and the bred of our LE MAT breakfast… LE MAT SIGN Every LE MAT is special and unique…and the prices are fairSocial Franchising workshop - SUGENOVA - 14th April 2011 I prezzi congrui
  15. 15. LOGO vs THE COMPONENTS The traveller and all it’s special needs A very important person A collaborator To be involved To discover and know wellSocial Franchising workshop - SUGENOVA - 14th April 2011
  16. 16. LOGO vs THE TOOLS THE LE MAT MANUALS • Le Mat - the franchising process • Le Mat - the organization • Le Mat - the Hotel • Le Mat - The Hostels • Le Mat - the local touristic systems • Le Mat - budget and business plan • Le Mat - accessibility, furniture etc • Le Mat - comunication and selling • Le Mat - traingSocial Franchising workshop - SUGENOVA - 14th April 2011
  17. 17. LOGO vs THE TOOLS The Kit to personalize the affiliation process 1) Collecting the entrepreneurial story/stories and the inclusion processes 2) Self evaluation 3) The architectual project and the collective planning 4) The entrepreneurial, managerial and professional training processes 5) The exchange visits 6) Marketing and selling - learning by doing 7) Our webside 2.0Social Franchising workshop - SUGENOVA - 14th April 2011
  18. 18. LOGO vs THE TOOLS The personalized Manual and the Quality Card THAT UNIQUE LE MATSocial Franchising workshop - SUGENOVA - 14th April 2011
  19. 19. LOGO vs THE TOOLS COMMUNICATION and MARKETING LE MAT 1) www.lemat.it 2) The social networks 3) The video spot Le Mat 4) FAIRS 5) The guest book LE MAT 6) The Le Mat story telling 7) The Le Mat events 8) The Le Mat maps 9) The merchandizing Le Mat…and MANY OTHER THINGSSocial Franchising workshop - SUGENOVA - 14th April 2011
  20. 20. LOGO vs THE TOOLS The franchise system THE FRANCHISEE Members and not members THE TECNICAL STRUCTURE THE TRAVELLERS Affiliation Associations - Institutions Training - single travellers - tribes Control Communication THE CONSORTIUM Board of Directors Members’ Assembly Promotion and Support Institutional RelationshipsSocial Franchising workshop - SUGENOVA - 14th April 2011
  21. 21. LOGO vs LE MAT - members of the CONSORTIUM ABN - Consorzio A very big Consortium of social co-operatives involved in LE MAT through Passepartout – Network for responsible tourism in UMBRIA ALICE The social co-operative Alice works in the field of agriculture in the area of TUSCIA (VT) in the Region LAZIO. They manage small accomodations. ANDALAS DE AMISTADE - Consorzio Andalas is a small consortium of social cooperatives in the north of Sardinia. ASS.NE LE MAT Le Mat – Association starter the history of LE MAT. Today the association is a network of LE MAT travellers and friends and member of AITR. AZALEA Itʼs a very big social cooperative in VERONA managing 2 Hotels and cooperating with Planet Viaggiatori Responsabili. Together with other actors they developed Rotte Locali - Fair Tourism in Verona. COOPFOND Itʼs a society managing the money co-operatives of Legacoop give to a special co-operative development fund. They gave risk capital to LE MAT. EXPLORANDO Itʼs a co-operative promoting sustainable tourism in Apulia. Many small organizations work together with them. ECO Eco Culture e Viaggi is a small co-operative in Sicily, Polizzi Generosa working on local legal development together with libera terra ad addio pizzo. IL NODO In Tuscany a quite interesting social co-operative working in many different fields towards inclusion. IL POSTO DELLE FRAGOLE For us itʼs NUMBER 0 LE MAT. A small social co-operative where all of us learned and still learn a lot. In TRIESTE LAVORO E INTEGRAZIONE Itʼs an association of professionists in Lombardy able to do planning and European projects. They help us in finding innovation money! LIGHT - Consorzio Itʼs a big Consortium in Lombardy partecipating through INNESTO a social co-operative working on innovative development in a small valley. PROGETTO LIGURIA LAVORO - Consorzio Itʼs a Consortium of social co-operatives in Liguria, 8 big co-operatives working towards inclusion. They manage many museums and now also the Hotel SUGENOVA. SAN LORENZO A quite big social co-operative in Sulcis Inglesiente, in Sardinia with many activities. Now starting to work in tourism TANDEM Itʼs a social co-operative working on behalf of accessibility and tourism for all. They work all over Italy but there place is in ROME.Social Franchising workshop - SUGENOVA - 14th April 2011
  22. 22. LOGO vs LE MAT’s SPECIAL PLACES in ITALY Tenute Gucciardi Il Posto delle FragoleHotel Gran Can Rifugio CasanovaSocial Franchising workshop - SUGENOVA - 14th April 2011
  23. 23. LOGO vs The Le Mat Trademark in Sweden Common name, common brand, common futureSocial Franchising workshop - SUGENOVA - 14th April 2011
  24. 24. LOGO vsSocial Franchising workshop - SUGENOVA - 14th April 2011
  25. 25. LOGO vsSocial Franchising workshop - SUGENOVA - 14th April 2011
  26. 26. LOGO vs Social franchising • A community • The form varies • Knowledge transfer • More social enterprises can be started • Handles the competition betterSocial Franchising workshop - SUGENOVA - 14th April 2011 Villa Vägen ut! is spreading through social franchising – Göteborg, Säve, Örebro and Sundsvall
  27. 27. LOGO vs Le Mat Sweden - Accoglienza • Inspired by and in cooperation with Le Mat Italy • Two entrepreneurial team – Karlstad and Göteborg • Established by Vägen ut!, Solacoop and CoompanionSocial Franchising workshop - SUGENOVA - 14th April 2011
  28. 28. LOGO vsSocial Franchising workshop - SUGENOVA - 14th April 2011
  29. 29. LOGO vsSocial Franchising workshop - SUGENOVA - 14th April 2011
  30. 30. LOGO vs The brand and franchise system LE MATSocial Franchising workshop - SUGENOVA - 14th April 2011
  31. 31. LOGO vs LE MATSocial Franchising workshop - SUGENOVA - 14th April 2011

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