Service for out-door walking/running customized programs, with an on-line gaming approach.

1. FINAL DESIGN STUDIO
2012/2013
Anna MAGGI | Lucia SARMIENTO | Pedro GOMES | Ruzhang HUANG | Salomé SANTAMARÍA

2. SERVICE
Walking Warriors is a professional service for out-door
walking/running customized programs, based on the
experience sharing through Dergano community.
Walking Warriors is an Inexpensive training service, supervised
by qualified personal on different program levels. WW is
triggered by a self-motivational state, based on an offline and
online gaming approach (the user can earn and lose points), in
this way people get more involved in the activity and is possible
to generate a long-term behavioral change in Dergano's
citizens; this would produce a better perception and the
strengthening of the social tissue of the neighborhood.

3. WHAT DOES IT OFFER?
PROVIDER
MAIN OFFER
INEXPENSIVE PROFESSIONAL
TRAINING PROGRAMS
SEASONAL/
SPECIAL EVENTS
SECONDARY
OFFER
DIFFERENT PATHS
MERCHANDISING
VIDEO GAME
APPROACH
CHANGE NEIGHBORHOOD
PERCEPTION
BE CONSCIOUS
OF PUBLIC SPACES
SELF-MOTIVATION
VALUES

4. MAIN OFFER
BASED ON
“guest” lesson
INEXPENSIVE PROFESSIONAL
TRAINING PROGRAMS
monthly package
user’s starting
skills
subscription
duration
Choose the level
EASY
MEDIUM
HARD
FLASH
seasonal package
yearly package

5. SECONDARY OFFER
BASED ON
System of awards/punishments
VIDEOGAME
APPROACH
10 pts ->path
20 pts -> last path
15 pts -> win challenge
30 pts -> special events
levels
LEVEL UP!
Every level requires 10 tracks
to be completed.
To UNLOCK a path you must
complete the previous one.
Available for one week
Sequential
Jolly path!
score
-10 pts -> missing 3
weeks or more
225 points package
discount
125 free gadget

6. SECONDARY OFFER
MEDIUM LEVEL
Duration: 35min. aprox.
Speed: 00:09:30 min/km
Path distance: 3,7km
DIFFERENT PATHS
EASY LEVEL
Duration: 40min. aprox.
Speed: 13:00 min/km
Path distance: 3km
2km
2km
1KM
1km
3km
3km
1km

7. SECONDARY OFFER
FLASH LEVEL
Duration: 25min. aprox.
Speed: 00:04:30 min/km
Path distance: 5,8km
DIFFERENT PATHS
3km
3km
HARD LEVEL
Duration: 30min. aprox.
Speed: 00:07:00 min/km
Path distance: 4,2km
4km
4km
2km
2km
2KM
2km
1km
3km
4km
5km
5km
1km
1km

8. ACTORS
PROVIDER
MAIN ACTORS
ASLMILANO
QUALIFIED
PERSONAL TRAINERS
SPACE AND
SPONSORSHIPS
MUNICIPAL
BILLPOSTING OFFICE
SPACE
USABILITY OF THE
NEIGHBORHOOD
SUPPLIERS
TECHNICAL ISSUES
MERCHANDISING
USERS
DERGANO
INHABITANTS
INHABITANTS FROM
NEARBY NEIGHBORHOODS
WORKERS INSIDE
THE NEIGHBORHOOD

9. TOUCHPOINTS | GUERRILLA ADVERTISEMENT
NOTHING IS SO GENTLE
AS REAL STRENGTH!
A WARRIOR DOESN’T
GIVE UP WHAT HE LOVES!
WALKING.WARRIOR.DERGANO
WALKING.WARRIOR.DERGANO
IN
P
KEE
FIT
al
0 C
0,9
IOR
R
A
W R
ME A
BECO
0,4 5
Cal
N
JOI
US

10. TOUCHPOINTS | WEBSITE & APP
ABOUT
EVENTS
SHOP
SIGN UP | LOG IN
Walking Warrior is a professional service for out-door
walking/running customized programs, based on the
experience sharing through Dergano community.
Walking Warriors is an Inexpensive training service,
supervised by qualified personal on different program
levels. WW is triggered by a self-motivational state, based
on an offline and online gaming approach (the user can
earn and lose points), in this way people get more involved
in the activity and is possible to generate a long-term
behavioral change in Dergano's citizens; this would
produce a better perception and the strengthening of the
social tissue of the neighborhood.
BECOME A WALKING WARRIOR
NEWSLETTER
WALKINGWARRIORS@GMAIL.COM
TEL +39 389 5063559
FOLLOW US AT

11. TOUCHPOINTS | WEBSITE & APP
ABOUT
EVENTS
SHOP
SIGN UP | LOG IN
BECOME
DOWNLOAD
HOW TO
APP
PLAY
START
NEWSLETTER
WALKINGWARRIORS@GMAIL.COM
TEL +39 389 5063559
FOLLOW US AT

12. TOUCHPOINTS | WEBSITE & APP
ABOUT
EVENTS
SHOP
NEXT
NEWSLETTER
WALKINGWARRIORS@GMAIL.COM
TEL +39 389 5063559
FOLLOW US AT

13. TOUCHPOINTS | WEBSITE & APP
ABOUT
EVENTS
AVATAR
PLAY
PLAYERS
PROFILE
FRIENDS
SHOP
RANKING
ADVICES
MATTIA VILLA
25 years old
18 friends
Level | HARD
LUCA ti sfida nella corsa, Sabato alle 10:00!
17
JAN
18
JAN
19
JAN
7:00-9:00
20
JAN
21
JAN
NEWSLETTER
WALKINGWARRIORS@GMAIL.COM
TEL +39 389 5063559
FELICE DI RIVEDERTI, SEI COSTANTE!
140
punti
00:09:26 min
41.9 km
SILVER WARRIOR
MANCANO 7 PERCORSI AL PROSSIMO LIVELLO!
FOLLOW US AT

14. TOUCHPOINTS | WEBSITE & APP
ABOUT
AVATAR
EVENTS
PLAY
PLAYERS
PATHS
SHOP
MISSION
140
pt
RANKING
PATHS 23/40
EASY
HARD
EASY
10/10
NEWSLETTER
NEWSLETTER
MEDIUM
MEDIUM
10/10
HARD
3/10
WALKINGWARRIORS@GMAIL.COM
WALKINGWARRIORS@GMAIL.COM
TEL +39 389 5063559
TEL +39 389 5063559
FLASH
0/10
FOLLOW US AT
FOLLOW US AT

15. TOUCHPOINTS | WEBSITE & APP
ABOUT
EVENTS
AVATAR
PLAY
PLAYERS
PATHS
SHOP
MISSION
90
pt
RANKING
CHALLENGES
20pt
POINTS
1
MEIMEI HAN
ALESSANDRO MAGGI
NICOLE KINDMAN
MESSI PETTE
WIN 3/4
WIN 0/0
WIN 1/3
WIN 0/2
CHALLENGE
NEWSLETTER
WALKINGWARRIORS@GMAIL.COM
TEL +39 389 5063559
CHALLENGE
CHALLENGE
CHALLENGE
FOLLOW US AT

16. TOUCHPOINTS | WEBSITE & APP
ABOUT
AVATAR
1st
2nd
3nd
4th
5th
21th
NEWSLETTER
EVENTS
PLAY
PLAYERS
SHOP
RANKING
MEIMEI HAN
324pt
BLAIR BASS
300pt
ALESSANDRO MAGGI
275pt
NICOLE KINDMAN
195pt
FEDERICA AMBROSIO
150pt
MATTIA VILLA
90pt
WALKINGWARRIORS@GMAIL.COM
TEL +39 389 5063559
FOLLOW US AT

17. TOUCHPOINTS | WEBSITE & APP
A service for professional outdoor sport programs
based on the experience sharing through Dergano
community.
Unexpensive professional supervision by qualified
personal trainers on differet program levels.
WW is trigger by a self-motivational state, based
on an offline and online gaming approach (the
user can earn and lose points), to enhance in the
long term behaviour change of Dergano citizens,
enforcing the social tissue FOLLOW US AT
and the neighborhood
perception.
SIGN UP
LOG IN
SIGN UP
LOG IN
BECOME A WALKING WARRIOR

18. TOUCHPOINTS | WEBSITE & APP
ABOUT
EVENTS SHOP
Walking Warrior is a professional service for out-door
walking/running customized programs, based on the
experience sharing through Dergano community.
Walking Warriors is an Inexpensive training service,
supervised by qualified personal on different program
levels. WW is triggered by a self-motivational state, based
on an offline and online gaming approach (the user can
earn and lose points), in this way people get more involved
in the activity and is possible to generate a long-term
behavioral change in Dergano's citizens; this would
produce a better perception and the strengthening of the
social tissue of the neighborhood.
BECOME A WALKING WARRIOR
NEXT

19. TOUCHPOINTS | WEBSITE & APP
ABOUT
AVATAR
EVENTS SHOP
PLAY
PLAYERS
RANKING
ABOUT
AVATAR
PROFILE FRIENDS ADVICES
PATHS
LUCA ti sfida nella corsa, Sabato alle 10:00!
17
JAN
18
JAN
19
JAN
MATTIA VILLA
25 years old
18 friends
Level | HARD
7:00-9:00
PLAY
FELICE DI RIVEDERTI, SEI COSTANTE!
140
90
pt
EVENTS SHOP
PLAYERS
RANKING
MISSION
CHALLENGES
POINTS
punti
20
JAN
00:09:26 min
21
JAN
41.9 km
22
JAN
23
JAN
24
JAN
SILVER WARRIOR
MANCANO 7 PERCORSI AL PROSSIMO LIVELLO!
MEIMEI HAN
ALESSANDRO MAGGI
WIN 3/4
WIN 0/0
CHALLENGE
CHALLENGE
20pt

20. TOUCHPOINTS | HEADQUARTER IN BASSI PARK

21. TOUCHPOINTS | HEADQUARTER IN BASSI PARK

22. TOUCHPOINTS | HEADQUARTER IN BASSI PARK

23. TOUCHPOINTS | HEADQUARTER IN BASSI PARK

24. TOUCHPOINTS | COMMUNICATION
ALESSANDRO LUPI
PERSONAL TRAINER
VIA LIVIGNO 3, 20158 MILANO
mob 348 528 6793
email WALKINGWARRIORS@GMAIL.COM
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elementum. Sed malesuada dolor id nibh adipiscing non mollis mauris varius. Etiam eu ligula
eget diam interdum gravida suscipit eget purus. Vestibulum arcu nulla, ultrices et dictum lobortis,
hendrerit vitae felis. Nam blandit porta nulla id pharetra. Vivamus sit amet elit risus, quis tincidunt
metus. Proin mauris felis, pellentesque at bibendum nec, viverra et arcu. Integer eleifend ipsum
ut magna hendrerit vitae tempus dui posuere.
Donec nulla elit, ultricies vitae lobortis eu, iaculis quis dui. Sed at est mi. Suspendisse pretium
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diam nec odio pellentesque quis tristique orci accumsan. Sed eget mi nunc, in sollicitudin ligula.
WALKING WARRIORS
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VIA augue tempor velit, vitae consequat eros metus id ligula. Sed eu
felis in condimentum auctor, nulla LIVIGNO 3, 20158 MILANO
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WALKING WARRIORS
VIA LIVIGNO 3, 20158 MILANO
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elementum. Sed malesuada suscipit. Integer eget diam mollis
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eget diam interdum gravida suscipit eget purus. Vestibulum
Proin libero turpis, pulvinar at laoreet nec, venenatis at felis. Nam blandit portaquam a magna ultrices
hendrerit vitae tellus. Pellentesque in nulla id pharetra. Vivamus sit amet elit risus, quis tincidunt
placerat ac in orci. Suspendisse sit ametmetus. Proin mauris felis, pellentesque at bibendum nec, viverra et arcu. Integer eleifend ipsum
urna eu massa ullamcorper laoreet.
ut magna hendrerit vitae tempus dui posuere.
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sed leo. Curabitur eu sapien eu mi elementum eleifend etultricies vitae lobortis eu, ac nibhquis dui. Sed at est mi. Suspendisse pretium
Donec nulla elit, non ligula. Suspendisse iaculis malesuada
tortor iaculis condimentum. Vivamus quam eros, ultrices et laoreet et, pharetra sit amet turpis.
pellentesque interdum. Suspendisse potenti. Pellentesque molestie aliquam nisi. Sed ultrices
Fusce vel odio vitae dui auctor mollis. Phasellus ligula pellentesque quisamet placerataccumsan. Sed eget mi nunc, in sollicitudin ligula.
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eu libero. Proin pretium nunc faucibus nunc ullamcorper non ante adipiscing ut faucibus libero adipiscing. Integer nec odio arcu. Nulla varius,
Ut imperdiet nunc id sagittis erat mollis. Sed ornare, sapien
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felis in condimentum auctor, nulla augue tempor velit, lorem.
massa at magna feugiat molestie. Morbi ac mi ante, et laoreet mauris. In faucibus turpis in lacus mo.
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nec ante. Fusce fringilla ligula at dui commodo tristique. Cras in aliquam diam. Vivamus pellentesque
commodo elit tincidunt eleifend. Quisque elementum gravida ante et suscipit. Integer eget diam arcu.
Duis rhoncus pretium urna eu posuere. Cras nunc nisi, ultricies et posuere at, tempor nec magna.
Proin libero turpis, pulvinar at laoreet nec, venenatis at tellus. Pellentesque in quam a magna ultrices
placerat ac in orci. Suspendisse sit amet urna eu massa ullamcorper laoreet.
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sed leo. Curabitur eu sapien eu mi elementum eleifend et non ligula. Suspendisse ac nibh malesuada
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Lorem ipsum dolor sit amet, consectetur adipiscing elit Quisque vehicula tempor mi quis ultrices

25. TOUCHPOINTS | COMMUNICATION
WALKING DOWNHILL FOR 5
MINUTES, YOU CAN BURN 29KCAL
WARRIOR ADVICES
YOU CAN RUN EVERYWHERE,
BUT IT’S BETTER TO CHOOSE
GREEN AREAS, BECAUSE IT
FACILITATES OXYGENATION
RUNNING OR WALKING FIGHT
DEPRESSION. IT CAUSES THE
SECRETION OF ADRENALINE
AND ENDORPHINS THAT
FOSTER WELL BEING,
DYNAMISM AND EUPHORIA
SLEEPING 8 HOURS PER NIGHT
YOUR BODY WILL BURN 570 kcal
KEEP THE BACK STRAIGHT
DURING THE RUNNING IT’S
A GOOD TRAINING FOR THE
POSTURAL COORDINATION
WALK/RUN CONSTANTLY CAN
IMPROVE THE CARDIOVASCULAR
AND RESPIRATORY SYSTEM,
OXYGENATE THE ORGANISM AND
IMPROVE BLOOD CIRCULATION
BECOME FIT, HEALTHY AND A WARRIOR
BECOME FIT, HEALTHY AND A WARRIOR
TO A REAL WARRIOR,
POWER PERCEIVED
MAY BE POWER ACHIEVED!
WALKING.WARRIORS.DERGANO
IF YOU WANT TO BECOME
A REAL WALKING WARRIOR
FIND US AT:
VIA LIVIGNO 3, 20158 MILANO
www.WALKINGWARRIORS.it
WALKING.WARRIORS.DERGANO

26. MERCHANDISING

27. MERCHANDISING
TOUCHPOINTS | MERCHANDISING

28. MERCHANDISING
TOUCHPOINTS | MERCHANDISING

29. MERCHANDISING

30. BUSINESS MODEL
KEY PARTNERS
KEY ACTIVITIES
VALUE PROPOSITION
CUSTOMER RELATIONSHIP
CUSTOMER SEGMENTS
.01
.01
.01
.01
.01
(€/areas/sponsorship)
(track/check your avatar)
Council of Zone 9
App
Customization
.02
.02
F.I.D.A.L.
Advertisement
(personal trainers)
Walking/Running
.03
Providers
(different levels & paths)
(merchandising and
advertising material)
Assistance
+
Communities
.03
.03
Status
Inhabitants from
nearby neighborhoods
(physical & online)
(be part of a group)
.03
Workers inside
the neighborhood
.04
(low cost, professional service)
Supervision
(young adults, elderly)
.02
Cost reduction
.04
Dergano inhabitants
.02
Performance
.02
Personal dedication
.05
Accessibility
KEY RESOURCES
CHANNELS
.06
.01
Human/Intelectual
(PT = knowledge + expertise)
.01
Gaming
Selling points
.07
Healthier life style
Platform
Social networks
.02
Online
(web)
.03
.02
App
Space
Facilities
(paths, signs)
Infopoint
COST STRUCTURE
REVENEU STREAMS
.01
.02
.03
.01
.02
App development
Advertisement
Website
Infopoint
Salaries
Webpage & App manteinance
Infopoint costs
Merchandising
Special events
Advertisement relaunch
Info point (money or credit card)
Online (credit card or paypal)
Singular lesson
Loyalty period (1 month, 3 months or 1 year)
Starting
Fix
Variable
How customers pay?
TYPE OF ORGANIZATION Walking Warriors is a
Profit startup private corporation
(creating shared values)
What customers pay?
FINANCIAL NEED
€
€61.058
of investement

31. WHO WANTS TO BECOME
A WALKING WARRIOR?
Thank you!