The document discusses various strategies to utilize the internet for promoting small businesses globally, highlighting concepts like product customization, strategic web positioning, and cross-cultural marketing. It presents innovative business propositions from companies like Formabilio, Augment, and Bow & Drape, emphasizing customer involvement and participatory design. The document suggests that Berto could enhance its offerings by incorporating crowd sourcing features on its website to assist customers in choosing products based on community advice.

1. How to exploit internet potential
to promote small businesses at a
global level

2. BERTO’S STRATEGY
• Product Customization
• Info-commerce  the relation starts on-line the convertion is
still made off-line to emphasize the personal
relationship with the customer.
• Strategic web positioning through SEO and Adwords
campaigns.
• Cross cultural marketing adaptation
• Communication strategy based on video and graphical tools
that emphasize the craftsmanship
• Crowdcrafting

3. Innovative business proposition
MADE IN ITALY
PARTICIPATORY DESIGN
Formabilio is the first Sharing-Design Brand
From the contests of ideas, to the community
and the online shop they create original furniture
and home accessories in a new disruptive way.

4. Innovative business proposition
Customer involment
trough social network
They had the possibility to share their ideas
on a participatory basis.

5. Innovative business proposition
LVMH group
opened to the
public its
“houses” across
the world to
showcase the
métier and
savoir-faire

6. Innovative business proposition
Augment is a company based
in France founded in 2010
that creates instant 3D models
of products people want to
buy and helps them determine
if it’s what they really want. It’s
currently working to provide
simulations on customers’
smartphones, making it
possible to explore and buy
products anywhere.

7. Innovative business proposition
Bow & Drape is an online-only clothing retailer that sells customized
dresses that fit to a woman’s exacr measurements. Right now, it’ uses an
at home Fit Kit(low-tech) or “photorealistic dynamic configurator” (high
tech) methods to ensure the perfect fit, but it eventually wants to let
consumers upload an avatar to fit themselves virtually.

8. We identified just few ideas related with different companies strategies,
lot of them are pretty much similar to what Berto Salotti is already doing
some of them are more “disruptive” but for sure they are source of
inspiration.
Possible innovation
Berto might create a kind of crowd sourcing in its website. How ?
For example a costumer that want to purchase a sofa from Berto
but it's not sure about what type among those offered by the
company could find support thanks to other people advice. In fact
Berto could dedicate a space in its website in which a customer
upload the picture of its living-room or the room in which he intends
to place the sofa, and the web community may help him by adding
what in their opinion would be the best solution in terms of model,
colour, etc. Finally, if the customer will find inspiration choosing one
of the solution proposed, the one who gave that option will be
somehow awarded