reteca.

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CONTENTS• CATEGORIES 04

HYBRIDIZATION

• MINDMAP 06

• SELECTION OF SCENARIOS 08 MOTIVATION MOODBOARD

• THE SCENARIO: COMPANY PERSPECTIVE 12 MOTIVATION VISION AND GENERAL PSS TARGET GROUP COMPETITORS

• THE SCENARIO: USER PERSPECTIVE 21 PERSONAS CUSTOMER JOURNEY PITCHING PROCESS STORYBOARD

• ALTERNATIVE SCENARIO 36

• PRODUCT SERVICE SYSTEM 38 RENDERS AND TECHNICAL DRAWINGS BRAND IDENTITY PACKAGING

• VALUES & BENEFITS 62

• CONTRIBUTORS 63

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HYBRIDIZATION

HYBRIDIZATION: EXPLORING THE TOPIC.

ABOUT HYBRIDIZATIONHYBRIDIZATION is the process of combining two or more elements from heterogeneous sources, or a composition of elements of different or incongruous kinds.

Through our exploration of examples of hybridization in physical stores, we concluded that, in general, they fall into the following four different types of hybridization:

• Functional combination of different activities usually exist as separate entities but are somehow related.

• Economic co-existence of two or more economic models in one physical space.

• Stylistic result of mix-and-matching two or more different styles to produce one representation of both characteristics.

• Cultural A mix of different elements of two or more different cultures to create new cultural connections.

CATEGORIES

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MINDMAP

MINDMAPPING

RESEARCH METHODSThe research behind our solution started with an analysis about what hybridization means and how it translates in the retail world.

Developing the “six hats” mindmapping method, we visualized and determined four different types of hybridization: functional, economical, stylistic and cultural.

Whether it means the co-existence of two or more economic models or related to the mix-and-matching of different styles, a hybrid retail store is a crossbreed between different retail entities to produce one unique service.

Two different activities that usually exist as separate entities can co-exist to create one single service that offers the benefits of both, but in one common place.

MINDMAPPING: VISUALISING HYBRIDIZATION.

8 9SELECTION OF SCENARIOS.

SELECTION OF SCENARIOS

MOTIVATION FOR SELECTION OF SCENARIOStudents and young entrepreneurs usually don’t have a proper space where to develop the ideas, launching their business or meet clients and colleagues.

Starting your own activity and find the right connections it’s often related to online networking that rarely gives the possibility to meet people and establish a personal relationship with them.

The lack of proper environments where to work or study is part of a existing trend that represent people using unconventional places as cafeterias and bars as working spaces.

This retail has been thought for young entrepreneurs that need a place to work, where to find connections with the world of companies and with people sharing the same needs.

SCENARIO SELECTION

10 11MOODBOARD: WHAT INSPIRED US.

SELECTION OF SCENARIOS

MOODBOARD

GETTING OUT OF THE RUT.

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Reteca is a retail store that combines face to face networking with product offering in a creative working environment.

Reteca aims to provide a launching platform for young entepreneurs who are just coming out to the working scene. The phisycal pitching is the starting point for the relationship between Reteca, its members and outside companies.

RETECA: HELP YOURSELF.

THE SCENARIO : COMPANY PERSPECTIVE

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RETECA: HELP YOURSELF.

THE SCENARIO : COMPANY PERSPECTIVE

MOTIVATION

The selected scenario describes the typical problems young professionals and entrepreneurs face when coming out for the first time into the working scene. The lack of proper physical space and knowledge to confront the problems the real world presents leads them to the scenario that we describe.

They often find themselves disconnected from what is currently happening in their field, distracted by a polluted and unsuitable working environment and distressed by the complexity and novelty of the problems presented and the lack of guidance and concrete goals.

RETECA’S VISION

When students become professionals, either because they have recently graduated or are freelancing as students, the firsts steps into the professional life are generally tougher than what students are prepared for.

In most of the cases, they do not have a proper space in which to develop activities, neither the knowledge to confront problems the real world presents. Restaurants and bars together with Internet consultation are the first way out, but they are not comfortable or specific enough. Furthermore, the lack of face-to-face interaction with their peers and work providers makes for considerably unfavorable trust building, which leaves them behind and disconnected.

RETECA offers the possibility of access to a conducive workspace, filled with products and services for learning, networking and professional growth.

Members will gain access to physical pitching services. The heart of Reteca’s service consists of enabling members to work in multidisciplinary groups and participate in pitches that different companies present in Reteca.

This hybrid of services presents a solution for the lack of opportunities young entrepreneurs suffer from, while facilitating physical networking between them and existing companies. It also presents favorable circumstances for adequate trust building and successful career launching.

We believe in the idea that by working side-by-side, members can start relationships that may be helpful for their personal and career development. Also, the fact that companies are present and follow the realization of the pitches, they may spot future talents and employees.

Another highlight of this hybrid will be the additional outcome outside the pitch, such as the networking between members for future personal projects and the possible work contacts they might get with the companies.

The goal pursued is that one of a working scene in which the members get to know and learn from each other, and be able to help insert themselves into their contemporary work force.

“RETECA offers the possibility of access to a conducive workspace, filled with products and services for learning, networking and professional growth.”

GENERAL PSS OF RETECA

Reteca is a retail store that combines face to face networking with product offering in a creative working environment.

Its aim is to provide a launching platform for young entrepreneurs who are just coming out to the working scene. The physical pitching is the starting point for the relationship between Reteca, its members and outside companies.

16 17TARGET GROUP: WHO IS RETECA FOR.

THE SCENARIO: COMPANY PERSPECTIVE

TARGET GROUP COMPETITORS

The customers of RETECA should be young entrepreneurs, recent graduates and adults who are seeking to launch their careers into the future. They would be from various disciplines and industries, and of diverse levels of work experience.

Viadeo is a business-oriented online social networking platform with over 30 million members worldwide in 2010.

Members include business owners, entrepreneurs and managers from a diverse range of enterprises. It lets members maintain a list of business partners, allowing them to stay in touch, use or help each other to find a job, or create business opportunities.

Viadeo depends on 3 revenue streams: premium membership, ad-vertising, and services to recruiters. Its strategy is based on a local approach, assuming that most professionals do business locally.

LinkedIn is a business-oriented social networking site.

The purpose of the site is to allow registered users to maintain a list of contact details of people they know and trust in business.

The “gated-access approach” (where contact with any professional requires either a preexisting relationship, or the intervention of a con-tact of theirs) is intended to build trust among the service’s users.

LinkedIn also allows users to research companies with which they may be interested in working.

The Hub is a global community of people from every profession, back-ground and culture working at ‘new frontiers’ to tackle the world’s most pressing social, cultural and environmental challenges.

Th Hub creates places around the world for accessing space, resourc-es, connections, knowledge, experience and investment.

They set out to create places that borrow from the best of a member’s club, an innovation agency, a serviced office and a think-tank to cre-ate a very different kind of innovation environment. Places with all the tools and trimmings needed to grow and develop new ventures.

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POSITIONING CONCLUSIONFrom the above positioning diagrams, we can conclude that Reteca has a more balanced business model and concept, as compared to its competitors.

POSITIONING AND SWOT ANALYSIS


POSITIONING

LEGEND

LINKEDIN: Social and professional network.

VIADEO: Business network.

THE HUB: Meeting point between professionals.

RETECA: Retail store for physical store.

20 21SWOT ANALYSIS: ANALYSIS OF SCENARIO FOR RETECA’S CLIENT.


SWOT ANALYSIS

• Innovative business model.

• New market position.

• Services that satisfy market’s needs.

• Hybridazion of services for a more accurate solution.

• Target group’s inability to relate to concept.

• Difficulty to mediate between companies and members.

• Difficulty to gain a foothold.

• No competitors.

• Collaboration with companies.

• Possibility of extending to other scenarios.

• Open other chain stores.

• New service implementation.

• Market poised for growth.

• Online plaforms as direct web-focused competitors.

USER PERSPECTIVE

22 23USER PROFILES: THE PERSONAS OF RETECA USERS.

THE SCENARIO: USER PERSPECTIVE

USER PROFILES

BACKGROUND INFORMATIONAGE 26

PROFESSIONAL PROFILE Graphic Designer

WORK EXPERIENCE Have been freelancing for two years.

PRESENT NETWORKING STATUS Only socializes fellow designers who are in the same situation as him. He knows older designers already established in the work force.

MULTIDISCIPLINARY EXPERIENCE Only inside the design world.

NEEDSHe needs a place were he can meet his clients.

An environment in which he can introduce and contribute his new approach.

GOALSTo become an independent worker, who manages and decides on his own outcome.

Create outcome with an unsual approach.

“In the future, I see myself as my own boss.”

EMILIANO

24 25USER PROFILES: THE PERSONAS OF RETECA USERS.



PROFESSIONAL PROFILE Economist

WORK EXPERIENCE Just graduated, and has no work experience.

PRESENT NETWORKING STATUS Onlyfellow colleagues.

MULTIDISCIPLINARY EXPERIENCE No multidisciplinary experience.

NEEDSHe needs a proper space in which to develop activities, and gain the knowledge to confront problems the real world presents. Get connected with what is happening within and outside his field.

GOALSTo pursue a successful career in the business world. Desires to become the opportunity spotter he believes he could be.

“In good business, everybody wins, especially me”

STEFANO


PROFESSIONAL PROFILE Industrial Engineer

WORK EXPERIENCE She helped designers with product feasibility during and internship.

PRESENT NETWORKING STATUS Keeps in touch with the her former employees.

MULTIDISCIPLINARY EXPERIENCE Worked with designers before and found it both challenging and extremely fruitful.

NEEDSShe needs face-to-face interaction with her peers and work providers. She needs to bond with people and network.

GOALSTo find pleasure and satisfaction in her work. And to share her knowledge in an exiting environment, while building trustworthy work relationships.

“I believe multi-disciplinary approach makes for the most fruitful outcome.”

ROBERTA

26 27CUSTOMER JOURNEY: A MAP THAT VISUALIZES HOW RETECA WORKS.


CUSTOMER JOURNEY

meeting-room

semi-private

public

use facilities

pitching

networking

database

rent a space

self-service

reception member

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STORYBOARD

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register to become a member of Reteca.

choose and rent a workspace or a meeting room.

keep your belongings in one of the lockers.

work in one of the public spaces.

use the vast database to meet new peers.

participate in a pitch.

conduct meetings in our meeting rooms.

improve relationships over food at Reteca.

30 31THE PITCHING PROCESS


PITCHING PROCESS

RETECA PITCHING SERVICE

The heart of the service consists of enabling the member to work in multidisciplinary groups and participate of the pitches that different companies present in reteca.

This presents a solution for the lack of track young enteprenuers suffer from, while it also facilitates the phisycal networking necessary for trust building among peers.

The highlight therefore would be the extra outcome outside the pitch, like the networking between members for future personal projects and the possible work contacts they might get with the companies.

Phase 1Project Launching

Phase 3 Porject Selection

Phase 4Project Implementation

Phase 2Multidisciplinary Group Pitching



MULTIDISCIPLINARY GROUP PITCHING

The projects are held in multydisciplinary groups. The concept of networking is reinforced by the heterogeneity of the groups. Members are both encouraged to by part of different groups for each project they wish to participate, and to foster work relationships by signing up by couples or more into one single group.The groups pitch their final project to the committee.

PROJECT LAUNCHING

Reteca works as a mediator between work provider and workers. Already stablished companies launch projects to the members inside reteca and on the virtual platform.

A calendar is then fixed with dates in which the pitchers and companies have the possibility of meeting for reviews and feedbacks in a face to face discussion.



PROJECT IMPLEMENTATION

The prevailing group might get the possibility of implementing their idea within the company.

In any case a monetary reward is payed along with the merith based raking that is published in the reteca website for both members, and companies to see, enhancing the positive reward system.

PROJECT SELECTION

The winning project is selected by the cometee after a public presentation of each group. Even though there is usually on victorious team, the possibility of the physical connection between the pitchers and the cometee makes it possible for talent spotting to occur. In this way, the companies are able to detect possible future employees if they happen to be interested in any of the contestant’s profile and capabilities.

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ALTERNATIVE SCENARIOS

ALTERNATIVE SCENARIOS FOR NEW PSS

AN ALTERNATIVE SCENARIOReteca service can be adapted to alternative scenarios, fitting the needs and the problems that other kind of users might have.

Although Reteca is for people who do not have their own space for working, this service can be used also for travelers who spent only a few days in the city.

Most of the business meetings happen in restaurants or cafeterias because those represent an informal environment for networking and deepen relationships.

Reteca can be the perfect space for those who have to meet clients, to start a business in another city or simply for who needs a space for working during a trip.

They can use the membership card whenever they come back to the city, assuring in this way always a comfortable working space.

ALT. SCENARIOS

PSS FOR RETECA

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SECTION TITLE

RENDERS AND TECHNICAL DRAWINGS

THE SPACE

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SECTION TITLE

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SECTION TITLE

RENDERS AND TECHNICAL DRAWINGS

44 45RENDERS AND TECHNICAL DRAWINGS

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THE SCENARIO: THE SYSTEM

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RENDERED FRONT VIEW OF RETECA

TECHNICAL FRONT VIEW OF RETECA

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INSTRUCTIONS FOR USE OF LOGO (BRAND IDENTITY)

BUILDING THE

RETECA BRAND

The RETECA brand identity is the tangible expression of all that it stands for. It embodies what it does, how it works and why it is a launchpad into the future throughout the communities it serves. Members of Reteca and its partners experience the Reteca brand through the store, as well as through the verbal and visual messages Reteca sends.

BUILDING THE RETECA BRAND

USE OF BRANDMARKFont for brandmark= DIN MediumAlternate

Colours for brandmark= RETECA grey

(C=0 M=0 Y=0 K=85)= RETECA orange

(C=10 M=50 Y=100 K=0)

1/2 X of clear space all around brandmark.

1/2 X of clear space all around brandmark.

The full-color version of the Reteca brandmark is the primary brandmark of the identity system. It is strongly recommended that this version be used in branded applications whenever possible.

As one of our most important assets, the Reteca brandmark must always appear as shown on this page.

One-color black brandmarkThe one-color black brandmark is to be used when black is the only available color selection.

Colours for brandmarkC=0 M=0 Y=0 K=100C=0 M=0 Y=0 K=50

Reteca brandmark : Minimum sizeTo ensure the integrity of the Reteca brandmark, do not reduce its width to less than 2 cm for print or special usage, and 90 pixels for screen applications.

PRINT2 cm wide

SCREEN 90 pixels wide

1 X

Reteca Tagline: Lockup treatmentWhen the tagline is locked up with the brandmark it appears in a fixed position underneath the brand-mark. The size relationship and position have been determined for optimal communication of both the Reteca brandmark and the tagline. 1/2 X

1 X

58 59BUILDING THE RETECA BRAND.


BUILDING THE RETECA BRAND

To support the system and connect the main actors of our system, we built a website, which supports these connections. One of the most important things on the website is an access to a vast database of peer-to-peer consultation and networking.

THE RETECA WEBSITE

BRAND COLOURS

= RETECA orange (C=10 M=50 Y=100 K=0)

= RETECA green (C=80 M=0 Y=90 K=0)

= RETECA blue (C=70 M=15 Y=0 K=0)

= RETECA magenta (C=0 M=95 Y=20 K=0)

FONT FOR BRAND= DIN MediumAlternate

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z1 2 3 4 5 6 7 8 9 0

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PACKAGING

62 63VALUES AND BENEFITS


MEMBERS• overcome the difficulties that

starting up in the working scene has.

• become part of a comunity of knowledge sharing and mutual support.

• create their own experience and learning process.

• network and establish long lasting, trust-based business relationships.

VALUES AND BENEFITS

COMPANIES• the posibility of working with new

unpolluted talents.

• first hand scouting.

• obtain not just one but many of the most innovative and fresh ideas for their own benefits.

• take an active part in the shaping of the new generation of professionals.

RETAIL STORE• create a valuable reputation

through corporate and professional networking.

• enhances and speeds up the process of becoming a productive professional, providing benefits in an individual as well as a social level.

FINAL PRESENTATION DESIGN THINKING PSSD YEAR 1 SEMESTER 1 2010/11

CONTRIBUTORS

SILVIA EMILI

VITO INGOGLIA

GUSTAVO PRIMAVERA

YUN ZHAO

JOANNE SIM

reteca.

Documents

Transcript of reteca.