The document outlines the concept of 'MSD Foodies', a web-based service aimed at connecting people in the Bovisa and Dergano neighborhoods of Milan through the sharing of home-cooked meals, promoting cultural integration and community building. It details the service's approach, business model, target audience, and the roles of users including hosts and guests, while emphasizing the importance of trust and affordability in meal exchanges. The initiative aims to facilitate collaborative consumption and offers a platform for enhancing social connections through culinary experiences.

1. Connecting cultures, cuisines and community
CONCEPT NOTE
November 27, 2013
Creators: Ana, Rafael, Gabriella, Suleiman, Leandro, Sonali
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
MSD
FOODIES
|
FOODING
TOGETHER
|
NOVEMBER
27
2013
1

2. BRIEF
Share Culture
Bovisa - Dergano
Provide Food
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
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3. APPROACH
DISCOVER
DEFINE
DEVELOP
DELIVER
Observation
Personas
Prototype
Business
Model
Research
Role plays
Test
Empathy
Customer Journey
Interviews
Case studies
Sensitivity
Analysis
Video Story
Story boards
Blueprints
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
3

4. DISCOVERY
ENVIRONMENT
USERS
FOOD SERVICES
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
4

5. OPPORTUNITIES
COLLABORATIVE CONSUMPTION
Cultural integration
Accessible
Local
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
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6. INSPIRATION
BUILDING COLLABORATION
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
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7. CHALLENGE
How do we connect cultures, cuisines
and community ?
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER

8. DEFINITION
MAPPING MEAL SHARING
“gourmets”
“networkers”
VALUE - GOURMET
?
“freeloaders”
“companions”
RELATIONSHIP – INTIMACY
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
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9. DEVELOPMENT
‘COMPANION EXPECTATIONS’
trust
engage
integrate
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
9

10. DEFINITION
MAPPING MEAL SHARING
“gourmets”
“networkers”
VALUE - GOURMET
“freeloaders”
“companions”
RELATIONSHIP – INTIMACY
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
10

11. Connecting cultures, cuisines and community
MSD
FOODIES
|
FOODING
TOGETHER
|
NOVEMBER
27
2013
11

12. OFFERING
Foodie is a web based service that
connects people in Bovisa and Dergano
across cultures by facilitating the sharing of
an extra home cooked meal
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
12

13. What
MSD
FOODIES
|
FOODING
TOGETHER
|
NOVEMBER
27
2013
13

14. DESCRIPTION
1
HOST A MEAL
2
BE A GUEST
3
EAT TOGETHER
uploads
the
extra
meal
with
descrip;on
can
search
by
distance
and
cuisine
books
a
meal
eat
together
sharing
cultures
feedback
and
ra;ngs
verifying
new
registra;ons
4
FACILITATE
monitoring
feedback
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
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15. MISSION & VALUES
To promote integration in the neigbourhood through the
sharing of cuisines, cultures and resources.
know
neighbours
curious
cultures
share
efforts
minimise
waste
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
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16. AUDIENCE
FAMILIES
STUDENTS
WORKERS
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
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17. How
MSD
FOODIES
|
FOODING
TOGETHER
|
NOVEMBER
27
2013
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18. ACTORS
USER 1
Host
SERVICE
PROVIDER
USER 2
Guest
SPONSOR
Grocer
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
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19. VALUE EXCHANGE
company
–
culture
–
op;mise
-­‐
share
Host
Guest
meal
trust
-­‐
co
n
ers
dback
nect
-­‐fee
n
trust
-­‐
co
promo;on
-­‐
discount
vouc
h
alliance
co
branding
nect
-­‐fee
dback
Grocer
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER

20. KEY TOUCHPOINTS
BROCHURE
POSTER
E
-­‐
VOUCHER
WEBSITE
TWITTER
FACEBOOK
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
20

21. BROCHURE
1
ARE U
HUNGRY?
2
3
FIND A MEAL
LIST
Search by cuisine and location
Post your extra meal
CONFIRM
BOOK IT
Let your host know how many
seats to save
Accept the meal request
MEET
COOK
1
2
SHARE
A MEAL?
3
NEARBY
A meal sharing service that connects
neighbours over a home cooked meal.
Did you cook an extra meal today? How
about inviting your neighbour over.
www.foodie.com
HOME MADE
NEW CUISINE
CONVENIENT
JOIN THE TABLE!
Learn about other cultures, try new food and feel part of your community
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
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22. POSTER
www.foodie.com
A meal sharing service
that connects neighbors
over a home cooked meal
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
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23. FACEBOOK
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
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24. TWITTER
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
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25. WEBSITE
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
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26. PERSONAS
HOST:
JAYA
Indian,
42,
loves
cooking
tradi;onal
food
for
her
husband
and
friends.
Works
in
a
beauty
center
and
has
been
in
Italy
for
10
years
and
enjoys
the
community
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
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27. PERSONAS
GUEST:
MR
&
MRS
KIRECCI
The
Turkish
couple
(30s)
are
busy
working.
They
like
to
cook
on
weekends
only
and
having
moved
to
Dergano
two
years
ago,
decide
to
meet
their
neighbours
GUEST:
LEANDRO
21
years,
6
month
Erasmus
student
from
Argen;na.
He
doesn’t
cook
much
and
is
fed
up
of
ea;ng
pizza
and
sandwiches
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
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28. VIDEO STORY
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
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29. CUSTOMER JOURNEY: USER - HOST
evidence!
actions!
JAYA
JOIN
POST
brochure at
market
registers
profile
uploads
describes
pictures
cooks, spicy, veg
PREPARE
accepts
request
time, seats, diet
evidence!
actions!
AWARE
USE
share a
meal
REDEEM
RATE
feedback
vouchers
shopping
receives foodie points
+
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
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cooks

30. CUSTOMER JOURNEY: USER - GUEST
JOIN
BOOK
USE
RATE
a friend on
facebook
registers
profile
searches request
selects
pays
shares a
meal
feedback
eats, spicy, quick
time, location
+
online search
registers
profile
Cook/eat, vegan
searches
selects
calls
pays
shares a
meal
cuisine, diet
evidence!
KIRECCI’S
actions!
evidence!
LEANDRO
actions!
AWARE
+
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
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feedback

31. PLATFORM JOURNEY
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
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32. SERVICE BLUEPRINT
AWARENESS
STAGES
DISCOVERY
Moments
JOIN
REGISTRATION
PROFILE
MAINTAIN
USAGE
CONNECT
BOOKING
DINING
RATING
REDEMPTION
TOUCHPOINTS
user:
guest
ACTIONS
user:
host
ACTIONS
explores
website
signs
up
explores
website
signs
up
applies
for
verifica;on
applies
for
verifica;on
lists
diet
search
by
&
;ming
filters
send
request
pay
post
lists
cuisine
meal
&
;ming
accept
dine
give
feedback
request
receives
cooks
voucher
&
shops
points
provider
develops
plagorm
partner:
market
process
payment
monitor
feedback
engage
sponsors
and
points
brochures
adver;se
plagorm
verifies
users
give
feedback
issue
voucher
validates
service
dine
updates
plagorm
accept
voucher
value
flow
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
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33. Why
MSD
FOODIES
|
FOODING
TOGETHER
|
NOVEMBER
27
2013
33

34. BUSINESS MODEL
OUTFLOWS!
Platform dev"
Infrastructure"
Lawyer feed"
Salary"
Rent"
Marketing"
Utilities"
Maintenance"
Credit Card
Comission"
2013 – (-)3.600€"
2014 – (-)300€"
2015 – 580€ "
INFLOWS!
Sponsors (platform)"
Partners (vouchers)"
Fee"
140000
120000
100000
80000
Ouglows
60000
Inflows
40000
20000
0
2013
2014
2015
2016
2017
2018
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
34

35. BUSINESS MODEL
"BreakEven Point by 2014 "
"30 meals daily = 900 users"
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
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36. UNIQUE VALUE PROPOSITION
EXTRA PLATE
MEET NEIGHBOURS
FOODIES
NEW CULTURES
HOME COOKED
EATING TOGETHER
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
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37. GOING FORWARD
1
take away
5
two way
invitation
2
franchises
6
badges
3
7
blog
differentiate
meal value
4
8
meet ups
9
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
37
mobile
app/chat
cook
together

38. Find out what’s cooking next door…
Thank you!
Ana, Rafael, Gabriella, Suleiman, Leandro, Sonali
MSD FOODIES | FOODING TOGETHER | NOVEMBER 27 2013 | SERVICE DESIGN MASTER
MSD
FOODIES
|
FOODING
TOGETHER
|
NOVEMBER
27
2013
38

39. WHO
INVENTED:
MSD
FOODIES
-­‐
Gabriella,
Ana,
Leandro,
Sonali,
Rafael,
Suleiman
WHEN
Nov.
2013
WHERE:
Dergano
&
Bovisa,
Milan,
Italy
www.foodie.it
THE
FIELD:
FOOD
A
WRITTEN
DESCRIPRION
OF
THE
SERVICE
/
HOW
DOES
IT
WORK
The
residents
of
Bovisa
can
make
an
extra
meal
for
their
neighbour
–
they
will
op;mise
their
cooking
efforts
and
integrate
into
the
community.
The
“host”
will
cater
to
other
residents
who
would
like
to
eat
a
home
cooked
meal,
try
a
new
cuisine,
have
an
affordable
and
convenient
dining
op;on
and
integrate
into
the
community
by
mee;ng
neighbours.
WHAT
IS
IT
Web
based
plagorm
that
provides
a
mul;cultural
home
cooked
food
sharing
service
in
the
Dergano
&
Bovisa
Neighbourhood.
WHO
ARE
THE
USERS
Students,
workers
and
immigrants
WHY
IT
IS
INTERESTING
It
integrates
a
mul;
cultural
community,
provides
affordable
and
convenient
dining
op;ons.
Foodie
is
the
plagorm
that
will
facilitate
this
food
sharing
community
by
allowing
people
to
post
meals,
menus
and
to
search
by
cuisine
and
loca;on.
The
quality
of
meals
offered
and
dining
experience
will
be
reflected
in
the
ra;ngs
users
give
each
other
–
by
not
allowing
cooks
to
set
their
own
monetary
price
for
meals,
we
are
building
trust.
The
meals
remain
affordable
to
ensure
this
exchange
becomes
part
of
the
daily
lives.
Exchange
–
When
a
“guest”
signs
up
for
a
meal,
he’s
charged
1€
by
the
plagorm.
The
plagorm
will
them
give
Foodie
points
to
the
“host”
for
having
offered
the
meal.The
“host”
will
be
able
to
redeem
the
Foodie
points
at
the
Organic
Food
Market
using
the
e-­‐Voucher
provided
by
the
plagorm
and
it’s
partners.
MSD
FOODIES
|
FOODING
TOGHETER
|
CASE
STUDY
|
DATE
NOVEMBER
27
2012
39

40. www.foodie.it
SERVICE'S
CHARACTERISTIC:
CUSTOMER
EXPERIENCE
(STORYBOARD)
LIST
OF
TOUCH
POINTS
Word
of
mouth;
Brochure;
Website;
SEO,
Voucher,
Organic
Food
Market,
Social
Media
TECHNOLOGY
INVOLVED
Internet
LIST
OF
ACTORS
AND
ROLE/RELATIONS
Host:
Posts
meals,
menus
and
cooks
Guest:
Searches,
books,
eats
Foodie
Plagorm:
maintains
the
plagorm,
verify
new
users,
monitors
user
ra;ngs
and
gives
“foodies”
Grocer:
By
partnering
with
Foodie,
they
build
a
loyal
clientele
in
Bovisa
-­‐Dergano
OFFERING
(CORDINATE
IMAGE)
Community,
Integra;on,
Home
food
DIFFUSION
(DATA
ABOUT
QUANTITY/
CRITICAL
MASS)
Started
in
the
Bovisa-­‐Dergamo
area
in
Milano,
Italy
and
in
less
than
a
month,
gained
over
100
users
(30
only
cook,
40
only
eat
and
30
do
both)
MSD
FOODIES
|
FOODING
TOGHETER
|
CASE
STUDY
|
DATE
NOVEMBER
27
2012
40

41. WHO
INVENTED:
MSD
FOODIES
-­‐
Gabriella,
Ana,
Leandro,
Sonali,
Rafael,
Suleiman
WHEN
Nov.
2013
WHERE:
Dergano
&
Bovisa,
Milan,
Italy
THE
FIELD:
FOOD
SERVICE
BLUEPRINT
STAGES
Moments
AWARENESS
DISCOVERY
JOIN
REGISTRATION
PROFILE
MAINTAIN
USAGE
CONNECT
BOOKING
DINING
RATING
REDEMPTION
TOUCHPOINTS
user:
guest
ACTIONS
user:
host
ACTIONS
explores
website
signs
up
explores
website
signs
up
applies
for
verifica;on
applies
for
verifica;on
lists
diet
search
by
&
;ming
filters
send
request
pay
post
lists
cuisine
meal
&
;ming
accept
dine
give
feedback
request
receives
cooks
voucher
&
shops
points
provider
develops
plagorm
partner:
market
brochures
adver;se
plagorm
verifies
users
give
feedback
issue
voucher
validates
service
dine
updates
plagorm
process
payment
monitor
feedback
engage
sponsors
and
points
accept
voucher
value
flow
MSD
FOODIES
|
FOODING
TOGHETER
|
CASE
STUDY
|
DATE
NOVEMBER
27
2012
41
41