CaseVerdi.net is a product-service system, which aims to create an urban network of local retired experts who cultivate on their balconies/gardens some niche products with high value, small crops distributed but as a whole (and managed as these through a special web platform), take the size of a medium to large garden: CaseVerdi.net, enables the exchange within the local community that adheres as well as the sale to the neighborhood, or to specific shops and restaurants.

2. THE BRIEF
DESIGN A PSS
FOR THE COMMUNITY GARDEN OF GIAMBELLINO
TO BE ECONOMICALLY SUSTAINABLE
TO ENHANCE SOCIAL COHESION AND
INTERGENERATIONAL DIALOGUE
TANGO CONSORZIO
SIS

3. Semi-structured
interviews
Checklist MSDS
Proposer_Spazio Aperto Servizi/Comunità del Giambellino
Participants/local residence
STRATEGIC PARTICIPATORY ANALYSIS
THE ACTUAL SITUATION

4. THE PROPOSER_THE OFFER_THE CONTEXT
- lack of support for current neighbourhood activities
(no trust in long term participation from organisations)
- low valorisation of local resources
- limited finances
cultivating in the heart of the district
learning while socialising
technical contribution from a professional gardener
collaborative planning
*SDO toolkit
Sustainability
evaluation
STRATEGIC PARTICIPATORY ANALYSIS
THE ACTUAL SITUATION

5. SDS COURSE*
EXPLORATIVE CONCEPTS
*activation course - Tango Project
STRATEGIC
ANALYSIS BRIEF
15 students
for Giambellino area - participation of the proposer in ideation phase
- tutoring students, providing information and being the
contact point between proposers and students
SUSTAINABILITY EVALUATION

6. EXPLORATIVE CONCEPTS
PROMISING STRATEGIES
SALE OF FRUIT AND VEGETABLES
INCLUSION OF SCHOOL STUDENTS
EXCHANGE OF RESOURCES
DEVELOPMENT THROUGH PRODUCTION OF
NICHE FRUIT AND VEGETABLES

7. PARTICIPATORY WORKSHOPCOLLECTIVE BRAINSTORMING
EXPLORATIVE CONCEPTS
PROCESSING

8. a distributed garden on your balcony.
EXPLORATIVE CONCEPTS
THE NEW SERVICE

9. A NETWORK OF EXPERT GROWERS
SKILLED THROUGH TRAINING ACTIVITIES
PRODUCE / EXCHANGE / SELL NICHE FRUITS AND
VEGETABLES
GROWN ON THEIR OWN PRIVATE BALCONY
EXPLORATIVE CONCEPTS
PROMISING STRATEGIES

10. via Lorenteggio
via Giambellino via Giambellino
WHAT IS A DISTRIBUTED GARDEN?
THE NEW SERVICE

11. via Lorenteggio
via Giambellino via Giambellino
WHAT IS A DISTRIBUTED GARDEN?
THE NEW SERVICE

12. via Lorenteggio
via Giambellino via Giambellino
WHAT IS A DISTRIBUTED GARDEN?
THE NEW SERVICE

13. via Lorenteggio
via Giambellino via Giambellino
WHAT IS A DISTRIBUTED GARDEN?
THE NEW SERVICE

14. WHAT IS A DISTRIBUTED GARDEN?
THE NEW SERVICE

15. WHAT IS A DISTRIBUTED GARDEN?
THE NEW SERVICE

16. SCARCE QUANTITY
SCARCE VARIETY
WHAT IS A DISTRIBUTED GARDEN?
THE NEW SERVICE

17. WHAT IS A DISTRIBUTED GARDEN?
THE NEW SERVICE

18. WHAT IS A DISTRIBUTED GARDEN?
THE NEW SERVICE

19. HIGH QUANTITY
HIGH VARIETY
WHAT IS A DISTRIBUTED GARDEN?
THE NEW SERVICE

20. I
WHITE EGGPLANT
ICE CANDEL RADISH
RED ITALIAN CHICORY
RAMATA DI MILANO ONION
FACOLTÀ DI SCIENZE
AGRARIE E ALIMENTAR
UNIVERSITÀ DEGLI
STUDI DI MILANO
HIGH QUANTITY
HIGH VARIETY
WHAT IS A DISTRIBUTED GARDEN?
THE NEW SERVICE

21. HIGH QUANTITY
HIGH VARIETY
WHAT IS A DISTRIBUTED GARDEN?
THE NEW SERVICE

22. GROW YOUR TASTE AND HEALTH
WITH THE GARDEN PRODUCTS
OF THE DISTRIBUTED GARDENS
OF GIAMBELLINO
THROUGH THE PRODUCTS OF
THE GARDEN DISTRIBUTED IN THE
LOCAL BALCONIES
OFFERING NICHE AND BIOLOGICAL
PRODUCTS,
TO MEMBERS, RESTAURANTS AND
HERBALIST SHOPS
THE DELIVERED SERVICE
THE OFFER

23. LEARN TO
CULTIVATE
EVERY SATURDAY MORNING
5 TRAINED SPECIALISTS (IN 5
DIFFERENT VARIETIES) WORK
THE LAND TOGETHER WITH THE
COMMUNITY
PRACTICAL CLASSES WILL BE HELD
AT THE LODGE, THEORETICAL
CLASSES AT THE LOCAL LIBRARY
GROW YOUR TASTE AND HEALTH
WITH THE GARDENS PRODUCTS
OF THE DISTRIBUTED GARDENS
OF GIAMBELLINO
THE DELIVERED SERVICE
THE OFFER

24. LEARN
TO CULTIVATE
KNOW
YOUR PLANTS
TECHNICAL INFORMATION IS
AVAILABLE AT THE LOCAL LIBRARY
A SPECIFIC SECTION OF THE
LIBRARY WILL COLLECT BOOKS AND
PAMPHLETS. ONLINE TUTORIALS
WILL BE AVAILABLE ON LIBRARY
COMPUTERS
GROW YOUR TASTE AND HEALTH
WITH THE GARDENS PRODUCTS
OF THE DISTRIBUTED GARDENS
OF GIAMBELLINO
THE DELIVERED SERVICE
THE OFFER

25. LEARN
TO CULTIVATE
CULTIVATE ON
YOUR BALCONY
KNOW
YOUR PLANTS
PARTICIPATION ON PRIVATE
BALCONIES OR CONDOMINIUM
GARDENS
MATERIALS (POTS, SOIL, SEEDS AND
TOOLS) FREE OF CHARGE FROM THE
LODGE
EACH BALCONY IS FOCUSED ON A
SPECIFIC VARIETY
ACTIVE SUPPORT OF THE 5
TRAINERS/EXPERTS
THE DELIVERED SERVICE
THE OFFER
GROW YOUR TASTE AND HEALTH
WITH THE GARDENS PRODUCTS
OF THE DISTRIBUTED GARDENS
OF GIAMBELLINO

26. CULTIVATE ON
YOUR BALCONY
SHARE/EXCHANGE
YOUR HARVESTS
ASK THE COMMUNITY FOR THE
PRODUCTS THAT YOU NEED WHEN
YOU WANT
EVERY SATURDAY MORNING AN
EQUIPPED STAND IS MANAGED BY
TWO PARTICIPANTS
IMMEDIATE EXCHANGE OR CREDIT
GUARANTEED
LEARN
TO CULTIVATE
KNOW
YOUR PLANTS
GROW YOUR TASTE AND HEALTH
WITH THE GARDENS PRODUCTS
OF THE DISTRIBUTED GARDENS
OF GIAMBELLINO
THE DELIVERED SERVICE
THE OFFER

27. SHARE/EXCHANGE
YOUR HARVESTS
ASK FOR PRODUCTS
FROM THE COMMUNITY
A PLATFORM FOR THE EXCHANGE
GUARANTEES PRODUCTS FROM
BALCONIES
CULTIVATE ON
YOUR BALCONY
LEARN
TO CULTIVATE
KNOW
YOUR PLANTS
THE DELIVERED SERVICE
THE OFFER
GROW YOUR TASTE AND HEALTH
WITH THE GARDENS PRODUCTS
OF THE DISTRIBUTED GARDENS
OF GIAMBELLINO

28. SHARE/EXCHANGE
YOUR HARVESTS
CULTIVATE ON
YOUR BALCONY
ASK FOR PRODUCTS
FROM THE COMMUNITY
LEARN
TO CULTIVATE
KNOW
YOUR PLANTS
THE DELIVERED SERVICE
THE OFFER
GROW YOUR TASTE AND HEALTH
WITH THE GARDENS PRODUCTS
OF THE DISTRIBUTED GARDENS
OF GIAMBELLINO

29. BUY
LOCAL PRODUCTS
ACTIVE STAND EVERY SATURDAY
MORNING HELD BY TWO
PARTICIPANTS
PRODUCTS ARE SOLD TO LOCAL
INHABITANTS
SHARE/EXCHANGE
YOUR HARVESTS
CULTIVATE ON
YOUR BALCONY
ASK FOR PRODUCTS
FROM THE COMMUNITY
LEARN
TO CULTIVATE
KNOW
YOUR PLANTS
THE DELIVERED SERVICE
THE OFFER
GROW YOUR TASTE AND HEALTH
WITH THE GARDENS PRODUCTS
OF THE DISTRIBUTED GARDENS
OF GIAMBELLINO

30. ENJOY SPECIAL MEALS
COOKED BY CHEFS
SLOWFOOD RESTAURANTS PREPARE
DISHES WITH THE PRODUCTS
PURCHASED FROM THE COMMUNITY
BUY
LOCAL PRODUCTS
SHARE/EXCHANGE
YOUR HARVESTS
CULTIVATE ON
YOUR BALCONY
ASK FOR PRODUCTS
FROM THE COMMUNITY
LEARN
TO CULTIVATE
KNOW
YOUR PLANTS
THE DELIVERED SERVICE
THE OFFER
GROW YOUR TASTE AND HEALTH
WITH THE GARDENS PRODUCTS
OF THE DISTRIBUTED GARDENS
OF GIAMBELLINO

31. LEARN IN THE
NATURE
PARTICIPANTS PRESENT SPECIAL
PLANTS TO LOCAL SCHOOL CHILDREN
CHILDREN VISIT THE VARIOUS
BALCONIES WHERE THEY DISCOVER
THE NEW VARIETIES. LESSONS WILL BE
HELD ON THE SPOT
ENJOY SPECIAL MEALS
COOKED BY CHEF
SHARE/EXCHANGE
YOUR HARVESTS
CULTIVATE ON
YOUR BALCONY
BUY
LOCAL PRODUCTS
ASK FOR PRODUCTS
FROM THE COMMUNITY
LEARN
TO CULTIVATE
KNOW
YOUR PLANTS
THE DELIVERED SERVICE
THE OFFER
GROW YOUR TASTE AND HEALTH
WITH THE GARDENS PRODUCTS
OF THE DISTRIBUTED GARDENS
OF GIAMBELLINO

32. registration
THE PLATFORM
THE OFFER

33. specialisation
THE PLATFORM
THE OFFER

34. balcony
upgrade
THE PLATFORM
THE OFFER

35. request
THE PLATFORM
THE OFFER

36. request
THE PLATFORM
THE OFFER

37. request
support
THE PLATFORM
THE OFFER

38. request
support
feedback
exchange
THE PLATFORM
THE OFFER

39. THE WEBSITE
THE OFFER

40. THE WEBSITE
THE OFFER

41. THE BRAND
THE OFFER

42. ENGINEERING MANAGEMENT
THE ORGANISATION
SCHOOL
LIBRARY
SEEDS SUPPLIERDIY SHOPS
LESSONS
SLOWFOOD
ASSOCIAZIONI
RESTAURANTS
HABITANTSwith school activities it
will contribute to the
garden, and support for
participants.
provide materials for
cultivation in private
and collective pots, soil,
tools and other
accessories.
provides seed of the
selected varietiese
make links between
restaurants and the
Casetta Verde prepare dishes with the
products purchased at
the community
can join the community
or purchase products at
the stand
CASEVERDI.NET

43. REVENUES RELATED TO
THE FIRST 2 YEARS, THEY
INCLUDE A YEARLY 10€
SUBSCRIPTION
EXCHANGE
ENGINEERING MANAGEMENT
THE BUSINESS MODEL

44. YEAR 1°= 25
YEAR 2°= 45
YEAR 3°= 65
YEAR 4°= 80
YEAR 5°= 90
SALES
PARTICIPANTS*
* estimated participants in the neighbourhood: 411
ENGINEERING MANAGEMENT
THE BUSINESS MODEL

45. MAIN COSTS RELATED
TO THE PRIVATE
MANAGEMENT,
THROUGH
COMMUNITY
PURCHASES
ENGINEERING MANAGEMENT
THE BUSINESS MODEL

46. + EXPERIENCE
- RISK
THE COST OF FRUIT
AND VEGETABLES
RELATED TO THE
ACTUAL MARKET
DEMAND
ENGINEERING MANAGEMENT / HEALTH AND NUTRITION
THE BUSINESS MODEL

47. ENGINEERING MANAGEMENT
THE BUSINESS MODEL

48. EURO
4000
3000
2000
1000
-1000
-2000
-3000
-4000
YEARS
ANNUAL REVENUE
ANNUAL COSTS
ENGINEERING MANAGEMENT
THE BUSINESS MODEL

49. EURO
4000
3000
2000
1000
-1000
-2000
-3000
-4000
YEARS
ANNUAL REVENUE
ANNUAL COSTS
ENGINEERING MANAGEMENT
THE BUSINESS MODEL

50. EURO
4000
3000
2000
1000
-1000
-2000
-3000
-4000
BREAK EVEN 5.1 YEARS
YEARS
ANNUAL REVENUE
ANNUAL COSTS
ENGINEERING MANAGEMENT
THE BUSINESS MODEL

51. PATHWAY OF IMPLEMENTATION
1 ADVERTISING CAMPAIGN to attract PARTICIPANTS
2 find A LOCAL SITE WITH GREEN AREA for gardening activities
3 trade agreement with LOCAL DISTRICT COUNCILS to sell products
4 distribution of SURVEYS/QUESTIONERS to inform and
get feedback
5 INVOLVING SCHOOLS AND LOCAL ASSOCIATIONS
for garden maintenance

52. 6 EVALUATE AVAILABLE TOOLS AND VARIETIES relating to the
local environment
7 organising FORMATIVE ACTIVITIES to improve knowledge and
quality of the service

53. SUSTAINABILITY EVALUATION
- Recovery of materials and energy savings
- Enhancement of Biodiversity
- Creating responsible and sustainable consumption
- Always using local resources
- Due to the sale of fruit and vegetables,
it ensures continuity of service
SOCIALLY SUSTAIN-
ENVIRONMENTALLY SUSTAINABLE
ECONOMICALLY SUSTAINABLE
- Increase social cohesion
and intergenerational dialogue through
educational and aggregative activities

54. THANK YOU
ALBERTO FOSSATI