This document summarizes a proposal for an online crowdfunding platform called "Join the Crowd" that enables cross-media communication campaigns. It is a business ecosystem that combines digital and physical spaces for users to connect, discuss issues, and fundraise for campaigns. The founders aim to transform advertising into participatory communication. Initial funding of 250,000 euro is requested to develop legal agreements, technology platforms, launch marketing and research, and fund an initial campaign to demonstrate the model.

1. Join the crowd
a project by
Salvatore Iaconesi
Ivan Minutillo

2. Enactive
is a business ecosystem for crowdfunded, ubiquitous, cross-media
communication campaigns
The Team
Salvatore Iaconesi is a robotics engineer, artist, hacker,
interaction designer
Ivan Minutillo is a concept & web designer

3. The pain
The end of the mass, the beginning of a mass of subjectivities.
Transformation from advertising to communication and a
view of the territory as an Operating System to be used and per-
formed by active citizens.
advertising communication
Producer ProdUSER
user user

4. The pain
A massive love affair between the web and physical space
Enhance the connection between online spaces and physical
ones, both on a conceptual level and on a pragmatical one.
Let there be a continuous flow of information, communication, in-
teraction, collaboration and interconnection between the digital
and analog worlds.

5. The pain
Abundance of intermediaries, lack of real tools, absence of accessible, inclusive business ecosystems.
Business ecosystem is beyond marketplace, as it combines a
digital space for encounters between offer and demand, as well as a
set of tools and opportunities for expression and intercon-
nection, allowing subjects to define their own roles, desires, aes-
thetics, ethics and views on the world.

6. Example
The two faces of 12 june 2011 Referendum
Web Urban
facebook pages wordOfMouth flyer
concerts
blog
tweet link public sit-in
forum conferences
photos
urban art
video

7. Solution
10 easy steps in the life of an ubiquitous digital ecosystem
0) the Ecosystem comes to life
1) Web Advertising Brokers put web space up for auction
2) Urban Advertising Brokers put urban advertising space up for auction
3) Skill Providers (visual, multimedia, print...) put their talents up for auction
4) the Initiator has an idea for a campaign on social, political, ecologic, artistic, ethical planetary/local issues, using web,
billboards, augmented reality, location based...
5) a campaign concept is assembled and...
6) Backers support it ($$$) because they share values and visions
7) contributors create the visuals and contents of the campaign
8) if the needed money is assembled the campaign takes place: the web, cities and augmented reality are filled with
the message!
9) money is divided among service, space, skills providers, pledge and the ecosystem gets a small percentage fee
10) communication is not the same anymore :)

8. What
Solution
BUSINESS CROWD
ADVERTISING
BUSINESS INFO DISCLOSURE
CLIENT CAMPAIGN INTELLIGENCE INITIATOR
SELL
TECH SKILLS BUY CAMPAIGN
(gfx, design,
animation, SERVICE
%
programming,
SELL
copywriter...)
% CROWD FUNDING
SPACE
WEBSITES CONTRIBUTORS
BUY
SELL %
ADVERTISING SPACE
BROKER
(web) SELL
%
THE SERVICES
ADVERTISING SPACE + SERVICE
SYSTEM ACTIVIST SKILL
BROKER (in a city) % PROVIDER
(urban) SELL
INTELLIGENCE CONVERSATIONAL BILLBOARDS IN
WEB BANNERS CITIES + QRCODES
OUTPUTS

9. Market niche
Personas
internet
Users that buy/sell on the web users
users socially interested in
( regular reader of:
forum - blog -
online journal, ecc) activist users
(bloggers - activists-
forum admin-
artists ecc)
Legend
low focus
medium focus
focus
strong focus

10. Profit
how do we make money
sale of intelligence, cross-media/ubiquitous analytics
fee on campaigns for Advertising Clients
web urban
n
mpaig
the Ca
description Start
Goal
suggest
user campaign
Goa
l
costs
web urban
n$ m$
small fee on the sale of tech skills, websites space, web and urban advertising broker revenues

11. Value
Business to Consumer | Consumer to Business | Business to Business | Consumer to Consumer
PRODUSERS BUSINESS
pledge
Initiator
sug websites | wiki | blogs
ges
ts
Backers
fund
campaign advertising broker (urban)
s
ent
lem advertising broker (web)
imp
Activist skill open position | services
provider

12. Value
Planetary issues, planetary active participation, local action, ubiquitous discussion
produsers produsers
produsers produsers produsers
produsers
produsers produsers
produsers
produsers
produsers produsers
produsers
campaign
produsers
produsers
produsers produsers
produsers
produsers produsers
produsers
produsers

13. Business proposition
We’re different!
We're different from our competition because we:
- offer a complete cross-media, ubiquitous solution
- we enact a business ecosystem
- we enable communication campaigns which seamlessly inte-
grate web and urban spaces
- we offer advertising spaces which enact participatory practices in
both digital and analog spaces, using conversational web ban-
ners, augmented reality, wide tagging, spime, location
based technologies
- we offer complete, realtime, cross-medial, ubiquitous ana-
lytics and intelligence

14. Market & Competitors
Competitors
Competitors are:
- Kickstarter
- ProFounder
- Quirky
- VenCorps
- Sponsume
- CrowdRise
- Amazee
- IndieGogo
- Eppela
- EpicStep

15. Market & Competitors
Market niche
Infrastructure providers who wish to Active citizens who wish to create/partecitate
offer their products/services without communication campaigns which are able to
intermediaries engage online and offline communities
Skill/service providers
Citizens who see - read - talk - inter-
act with campaigns

16. Team
Salvatore Iaconesi
Salvatore Iaconesi has worked with companies in all over
Europe and in Brazil, Malaysia, USA, Japan and Mexico,
creating over 400 projects in the domains of web interac-
tivity, mobile services, cross-media Value Added Services,
geographical systems, interactive architectures, ubiqui-
tous publishing products and expert systems for business,
scientific research and institutions.
Salvatore is an artist dealing with technologies and body hacking, with works shown at major
festivals and exhibits all over the world.
In this project he will lead the Technological Strategy, design the ecosystem using his scientific
and business background on Complex Systems Theory and spend restless nights fine tuning the
idea and getting the whole world to participate :)

17. Team
Ivan Minutillo
Ivan Minutillo graduated in Graphic & Multimedial Design
at La Sapienza University, developping for his final thesis a
prototype on a new targeted communication system and
the application of marketing methods for the web 2.0.
Ivan started his professional career in Rome as a graphic &
web designer for Visus Design
From November 2010 to present he has been working as a
web architect in Consilium Comunicazione, an interna-
tional public relation company in Milan. In this project he
will lead the graphic and web design and research about
design scene and fiction.

18. Stage of the venture
Current stage
- Concept
- Technology design and development
- Business model design
- Network building

19. Milestone
Milestone achieved
- Development of initial infrastructural technological platforms
for ubiquitous, cross-media communication campaigns
- Development of initial technologies for conversational banners,
integrated across a variety of different digital/analog media, and
with major social networks
- Scouting and benchmarking for operators in online and offline
advertising in multiple european countries

20. Milestone
Milestone to be achieved
- Legal design: design of contracts, terms of use, privacy, liability,
service, revenue sharing...
- Business model design and tunng
- Design of business ecosystem environment
- Business network development
- Execution of a series of real life use cases

21. P&L forecasts
300k
250k
200k
150k
100k
50k Break even
0
50k Year 1 Year 2 Year 3 Year 4 Year 5
100k
150k
200k
220k
250k
300k
From the estimated scenario:
- Break Even will take place around 7th trimester of activity (late second year) and
- initial investment will be covered by 17th trimester of activity (half/late fifth year)

22. Funding required and use of funds
Required initial funding: 250000 euro
Initial funding will be spent for:
- legal contracts and terms design
- technological platform development
- technological infrastructure startup
- launch process + PR +Event + Research&Academics
- 1 exceptional, planetary, extreme communication
campaign launched at startup using the platform
- some of the routine costs of the first year of company
lifecycle