This document provides a business report for a company that created a stack of pocket-sized, detachable cards called WHATIF to introduce people to their local area in a fun, interactive way. It describes the team members, product and service, competition, what makes WHATIF unique, customer segments and market research, key activities and partners, branding strategy, legal considerations, profit and loss statement, challenges, and conclusion. The report evaluates the company's first iteration and what they learned.
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Lupercales Project: Lighting Up Urban Tactics - IALD Enlighten Europe 2014 Pr...Alberto Barberá
We want to talk and discuss about our nightly urban environment, about the way we create and perceive the nocturnal image of our cities, about the lighting of our streets. The availability of new technologies for lighting does not seem to be altering significantly the methodology applied for this purpose, our concepts about, for example, “quality” of lighting, ergonomy, eficiency, safety… All of these terms should be strongly revised, in our opinion, and the need to renew the obsolete intalations due to energy eficiency requirements is a good opportunity to do so.
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2\TEMPORARY ART. URBAN SPIRITS CITY TOUR takes you to a virtual exhibition in town;
a smartphone apps with augmented reality, to reveal a dematerialized exhibition.
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This deck is a look at the information you need to know to make marketing decisions. Marketing is the connection that you have with your customers - you need to understand your customers in order to reach them effectively.
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blog.garageentrepreneurs.com
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Regards
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Greeting,
Dennis De Cat - dennis_dc@msn.com
Steven de Laat - steven.de.laat@gmail.com
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Whatif business report
1.
BUSINESS
REPORT
2. TEAM
MEMBERS
Ê CANDY
WILLEMS
Ê Head
of
design
Ê OLI
GOTS
Ê Head
of
marketing
&
Publicity
Ê SIGRI
SEVALDSEN
Ê Key
account
manager
3. Description
of
Company’s
Product/Service
Ê We
wanted
to
create
a
‘tool’,
which
would
introduce
people
to
their
area,
in
a
fun,
interactive
way
and
would
be
an
alternative
to
the
ever-‐growing
online
resources.
Ê The
result
was
a
stack
of
pocket-‐sized,
detachable
cards,
providing
assorted
content.
Ê Three
main
types
of
competition
were
identified:
Ê guide-‐magazines
(e.g.
Time
Out)
Ê flyer
packs
(e.g.
Don’t
Panic)
Ê discount
providers
(e.g.
KGB
Deals,
Groupon)
4. What
made
WHATIF
unique
compared
to
its
competitors?
Ê WHATIF
differentiates
in
the
following:
Ê Price
–
WHATIF
is
free,
distributed
around
the
area’s
cafes,
galleries,
shops,
etc.
Ê Size
&
format;
Personalization
–
a
business
card
size,
makes
it
handy
to
carry
around
–
it
fits
even
in
your
pocket
or
purse;
detachable
cards
allow
selectivity
and
customization
Ê Availability/convenience
–
always
available,
as
it
is
a
printed,
tangible
product;
there
is
no
dependence
on
Internet
connection,
yet
as
free
&
accessible
as
your
average
online
app.
5. Our
customer
segment
and
how
we
researched
their
needs.
Ê Multi-‐sided
platform
Ê Customer
segment
A
-‐
busy
people,
who
like
to
try,
discover
and
experiment
Ê Value
proposition:
Design
-‐
Personalization
-‐
Availability
Ê Customer
segment
B
-‐
local
businesseswho
can
use
the
‘cardmag’
to
advertise
their
services
Ê Value
proposition:
format
of
the
advertising
tool
-‐
strategy
-‐
multiple
options
Ê Market
Research
:
Ê Taking
the
prototype
around
London
6. Our
key
activities,
partners
and
resources
Ê Key
resource
is
any
printed
version
of
the
‘cardmag’
(tangible)
and
team
members’
expertise
(IP).
Ê A
‘cardmag’
could
be
used
in
two
ways:
Ê Informative
Ê Promotional/Marketing
tool
Ê Key
partners
:
KSL
and
local
businesses
Ê Key
activities:
Ê Production
&
maintenance
of
‘cardmags’
Ê Offering
team
expertise
&
‘cardmags’
as
promotional/marketing
tools
for
other
businesses
Ê Promoting
our
product
to
new
users,
content
owners
and
advertisers
7. Our
Branding
and
design
strategy
• simplicity
is
the
sophistication
• LOGO:
fun
&
memorable
orange
and
bold
&
easy
to
read
black.
• THE
NAME:
great
branding
potential
through
inquisitive
questioning
• CARDMAG:
Unusual
format
and
bright
coloring
are
set
to
attract
attention.
• Individualization
&
customization
as
part
of
branding
strategy
• Weaknesses
:
Printing
8. Company
policies,
IP
and
other
legal
consideration
Ê The
product
is
prone
to
‘copycats’:
Ê Our
strategy:
Ê strong
design,
Ê
valuable
partners
Ê well-‐planned
distribution
Ê branding
Ê Contract
for
advertisers
9. Profit
&
Loss
statement
EXPENSES
INCOME
EXPECTED
EXPECTED
EXPENSES
REVENUE
START-‐UP
£
£
KSL:
1000
£
£
COSTS
Cardmag
Website
36.18
Printing
310.00
KSL
1000
Registration
100.00
Rings
84.80
PROTOTYPE
10.00
KU
FAIR
43.00
KU
FAIR
19.00
TOTAL
189.18
19.00
394.80
PROFIT
432.22
10. Retrospective
&
Evaluation
What
would
we
have
Challenges
done
differently?
Ê
size,
price
and
content
of
the
Ê More
doing,
less
talking
magazine.
Ê Earlier
team
role
definition
Ê Identify
competitive
advantage
Ê Less
incubation
stage
Ê limit
of
resources
Ê Better
time
management
Ê Solutions:
Ê market
research
and
mentoring
Ê Keeping
the
product
simple
11. CONCLUSION
Success
What
did
we
learn
Ê Good
feedback
about
the
?
product
Ê Public
engagement
Ê Partnership
with
KSL
for
Live
Nation