Gustory food service

OUR PROCESS

Create a new service, centred in the Bovisa/Dergano district, that can also act as an effective tool to promote racial integration from within Milano where the mixture of different cultures are intense.

WORKSHOPBRIEF

OUR PROCESS

ORIGINAL CONCEPT A subscription box that sends ingredients of a country to people within Milan in order to build cultural sensibilities within different communities.

OUR PROCESS

In fieldresearch

OUR PROCESS

OUR PROCESS

Key Insight (!)

OUR PROCESS

Shift our focus from giving info of the country to the story of the chef

OURPERSONAS

Amir32 year old chef & resturant owner from Iran, based in Bovisa, with a passion for sharing Persian culture.

OURPERSONAS

Maura27 year old graphic designer with a love for new food experiences and increasingly disinterested with Milan’s cultural offerings

OURCONCEPT

BOVISAMilano

CONCEPTusing food as vehicle to activate a system of cultural exchanges from Bovisa/Dergano to the other areas and vice versa

Bring Bovisa to Milan and Milan to Bovisa

OURCONCEPT

PREMISEConsidering cooks from their geographical origin

OURCONCEPT

PREMISEBut considering also that everybody is a world in themselves, with a story to tell, beyond his origin

guStory is a subscription based service that curates and delivers authentic recipes, from a unique collection of cooks in the Bovisa district. It is targeted towards young professionals in the central Milano area.

WHAT ISGUSTORY?

+ =

Activates the Bovisa community by creating new employment and job opportunities for restaurant owners, independent cooks and habitants within the district.

WHAT ISGUSTORY?

guStory Process

WHAT ISGUSTORY?

WHAT ISGUSTORY? Main offer

Secondary offer

gustorymilano.it

WHAT ISGUSTORY?

WHAT ISGUSTORY?

Blueprint

Service stage Awareness Inform Use Support Maintain

Points ofInteraction

CustomerActions

FrontOffice

Back Office

Method &Processes

WebsiteLocal

Market

SocialMedia

RestaurantAdvertising

Word ofMouth Posters

Super Market WebsitePhoneCenter

Staff at Market Brochure

Social Media Website Delivery

Man

Recipes &Information

PhoneCenter Email

DeliveryBox Website Email Phone

Center Website Newsletter

LINE OF INTERACTION

LINE OF VISIBILITY

PRE-SERVICE SERVICE POST-SERVICE

→ See stand at super/food market→ Browse website→ See flyer/posters→ See advertisments from restaurants→ Speak to a friend who uses the service→ Find facebook page

→ Browse website→ Read facebook page→ Call phone center→ Speak with staff at food market stand→ Read Brochure→ Send email with questions

→ Subscribe online for service→ Call to subscribe→ Recieve ingredient box→ Recieve weekly e-mail→ Explore website→ Subscribe for local event→ View online cooking tutorials→ Attend event→ Browse website→ Cook with ingredients

→ Ask questions by phone→ Email for support→ Read website F.A.Q page

→ Read new stories on website→ Collect Recipes→ Receive newsletter→ Attend local events

→ Phone operators to give information→ Email assistants to answer emails→ Staff at market stand to answer questions directly

→ Delivery man delivers package to door→ Phone operators take orders→ Email assistants send out weekly emails→ Local cooks, prepare and give classes

→ Phone operators answer questions→ Email assistants answer questions

→ guStory staff facilitate events→ Staff at market stand to speak→ Flyer distributers directly to users→ Local restaurant staff to put up ads

→ Website Adminstrators→ Graphic & Web Designers→ Social Media Admins→ IT Support→ Staff to put up stand, posters, flyers→ Service Adminstrator

→ Delivery man→ Service Adminstrator→ Website Adminstrators→ Graphic & Web Designers→ IT Support→ Supply chain managers→ Food Supplier

→ Service Adminstrator→ Website Adminstrators→ IT Support

→ Website Adminstrators→ Graphic & Web Designers→ Social Media Admins→ IT Support→ Service Adminstrator→ guStory staff→ Copywriter→ Local cooks

→ Website Adminstrators → Graphic & Web Designers→ Staff to put up stand, posters, flyers→ Social Media Admins→ IT Support→ Service Adminstrator

→ Printers→ Website hosting→ Storage

→ Printers→ Website hosting→ Phone line→ Email provider→ Mechanic→ Payment processors

→ Printers→ Website hosting→ Phone line→ Email provider→ Mechanic

→ Website hosting→ Phone line→ Email provider

→ Printers→ Website hosting→ Storage

Cultural Night

TheBlueprint

WHO IS GUSTORY?

COMPETITORLANDSCAPE

Narrative

Non Narrative

Need Want

Local Taste Boston

Batch Nashville

Fancy

Mantry

GourmetSpotting

Trade asOne

Kitchenbox

Plated

Taste Guru

Treatsie

Food InA Box

THE TOUCH-POINTS

GUSTORYTOUCHPOINTS

ThePoster

GUSTORYTOUCHPOINTS

TheBrochure

www.gustorymilano.it

We provide authentic food experiences directly at your door.

WHAT IS IT?

HOW DOESIT WORK?

guStory brings the best recipes of Bovisa’s rich and culturally diverse chefs and restaurants

to you, bring you the most authentic cooking experience. Subscribing for a guStory, every two weeks you will recieve a new recipe and

a gusto:box containing specially curated ingre-dients chosen by the chef. Each recipe comes with a story, so not only will you learn about

the dish but you will also learn about the story and culture behind these chefs.

Step 1: Subscribe

Subscribe to guStory, and choose the size of your package.

Step 2: Receive

Receive a package with specially chosen curated ingredients chosen by the chefs.

Step 3

Cook your dish and share your feedback with the guStory community.

Subscribe today at www.gustorymilano.it

+

GUSTORYTOUCHPOINTS

TheWebsite

GUSTORYTOUCHPOINTS

TheBox

WHO IS GUSTORY?

TheRecipe

AMIR CHAHAB

FROM DESIGNER TO CULTURAL AGENT

AUTHENTICIRAN

guStory Time:

9 years ago Amir decided to come to Italy and continue his study, and he got admitted for Politecnico di Milano. He arrived in the end of September 2005 and started to study in de-segno del arredo in politecnico.

He has always been active in enganging the Irnian community within Bovisa and Milan by organizing different events.

Two years ago he decided to open his own restaurant called Darchin Restaurant along with his wife. The restaurant allows him to not only cook amazing Iranian dishes by alots gives a platform for him to give more services to students, Iranian families and other locals.

Amir loves meeting people who are interested in learning more about Iranian cuisine and their culture.

HISTORY

Commonly known as Persia in the Western world, the history of Iran has been intertwined with the history of a larger historical region. Once a major empire of superpower proportions, Iran has endured invasions by Greeks, Arabs, Turks, and Mongols. Iran has continually reasserted its national identity through-out the centuries and has developed as a distinct political and cultural entity.

DID YOU KNOW?

Without the 400 BC Persian invention of special chilled foods, gelato may have never come into existance. Scary.

FOOD

Many foods famously associated with Middle Eastern, and indeed World cui-sine have their origins in Iran, such as kebab and ice cream.

Fresh green herbs are frequently used along with fruits such as plums, pome-granates, quince, prunes, apricots, and raisins. Typical Persian main dishes are combination of rice with meat, lamb, chicken, or fish and some onion, veg-etables, nuts, and herbs. To achieve a balanced taste, characteristic Persian fl avorings such as saffron, dried limes, cinnamon, and parsley are mixed del-icately and used in some special dishes.

RESTAURANT

Darcìn Persian Food Via Giuseppe Andreoli 9

20158 Milan, Italy

FAVORITE DISHES

Persian Eggs Poached inTomato Sauce

BEST MARKET IN MILAN

Bovisa Market

KITCHEN TOOL I CAN’T

LIVE WITHOUT

Swissmar Peeler Scalpel Blade

Tahchin Morgh

IN THE BOX

1.5 Cups Rice1 Tsp Zafran (saffran)Salt, Ground Chili Pepper1/4 Cup Oil3 Tbsp Dried Barberries (Zereshk)

“Tah chin — also pronounced tacheen — is an Iranian dish that is quick and simple to make. Partly cooked rice is fl avored with saffron, yogurt and egg yolks and then layered in a dish with chicken, or lamb.

The whole dish is baked and then turned out onto a platter, forming what seems like a cake with a golden, crispy crust.”

Prep time: 10 minCook time: 2 hours

Ready in: 2 hours 10 min

TO BUY

1 Small Onion1/2 lb (226g) Boneless Chicken4 Egg Yolks10 oz (283g) Plain Yogurt

A Persian

Experience

Join us for a fun authentic Persian Cultural Night and experience and enjoy the real Traditional Social Gathering.

Enjoy the songs, foods, and movies of Iran as we transport you into the heart of a rich, diverse and myste-rious culture. Chef Amir will guide you along the way while giving you interesting facts about Persian cul-ture and cusine.

6:30 - 8:30 : Iranian Aperitivo8:30 - 9:30 : Persian Concert9:30 - 11:30 : Movie: A Separation directed by Asghar Farhadi

6:30pm

LA SCIGHERA

Via Candiani Giuseppe, 131, 20158 Milan, Italy+39 02 3948 0616

MonthlyCulturalNight

La Schighera

Exposed to foods, music, and cultural interactions

THEBUSINESS MODEL

BUSINESSMODEL

Key Partners

Bovisa CooksLa SchigeraIngredient Suppliers

BUSINESSMODEL

Key Activties

Find local cooks in BovisaPackage and deliver ingredient boxesOrganize local supply chainHold monthly cultural events

BUSINESSMODEL Value Propositiongained VALUES

Chef- pass knowledge about Iranian culture and cuisine - introducing new and unique recipes- make more money throughout the box- more visibility through box and brochure- new possible partners- more integration with local communiy

Customer- unique experience, human touch- discover new recipes- discover new culture- food quality- creativity

Service Provider- Social value in showcasing Bovisa as acultural hub, and helping local cooksfind new clients- Having a potential successful business thatcan sustain living for it’s founders.

BUSINESSMODEL

Customer Relationships

TrustAuthenticityMystery Knowledge

BUSINESSMODEL

Customers

Milanese residents between 25 and 35. They are professional, in the sense that they finished studying and they are working. They are young couples or singles who are interested in different cultures and want to experience a more diverse Milan.

BUSINESSMODEL

Channels

PrintSocial MediaWebsiteFace to Face

BUSINESSMODEL

Key Resources

guStory BoxIngredientsWebsiteStaffDelivery carsPrinted Material

BUSINESSMODEL

CostsComputer $ 500Website $ 7,500Boxes $ 7,500People $ 30,000Hosting $ 200Vehicules rental $ 4,800Website $ 7,500Brochures (x10000) $ 1,500Recipe sheet (x5000) $ 1,000Internet + Phone $ 1,000Fuel $ 1,920Ingredients $ 25,000Advertising $ 500 Total: $88,920

BUSINESSMODEL

Revenue

Total Boxes sold : 650 boxes x 2 (B/M) x 12(M) = 17.808 Boxes x 15€ (€/B)

= 267.120€

3 YearPlan

1 2 3

Goal: Customer ValidationLaunching of the minimum viable service, centered on the online platform. Users will subscribe to the website, but will not recieve the box. It will allows us to test the validity of the service and give us a consumer base to pilot the subscription boxes.

Goal: FinancialStabilityFully launching the service and switching over the model to rely heavily on box subscriptions, using insights gathered in year 1.

Goal: Scale

Use the base of financial stability to expand guStory and invest in better infastructure.

3 YearPlan

3YearMARKET STAND

FEEDBACK

GUSTORYFACEBOOK

GUSTORYLAUNCHROCK

SIGN UP CONVERSION RATE: 7.35%

5/68

PARTNERQUOTES

“La vostra iniziativa è sicuramente interessante e in linea con le nostre attività. Ora noi siamo in una fase intensa e più orientati verso Dergano, ma restiamo in contatto, in bocca al lupo per il vostro bel progetto.”

- Michela per ColtivAzioni Sociali”

PARTNERQUOTES

“il vostro progetto ci sembra molto interessante perché va al di là della semplice cucina per promuovere il racconto di una storia e più in generale di una cultura.”

- EATALY

PARTNERMEETINGS

+La Schighera Golosario

Thank You