Bookmerang

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1

BUSINESS

MODELIMPROVEMENT

Mondadori production

From Makio Hasuike workshop Laisure Mobility & Healthy City

Presented to:

Prof. Cabirio Cautela

Prof. Fabrizio Pierandrei

POLITECNICO DI MILANO

2011

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Angelica Bello - ColombiaSecond year student in the Master of

Product-Service-System Design at

Politecnico di Milano and Industrial

Designer from Universidad Nacional

de Colombia. She has experience in

footwear and leather design, shoes

collection setting, coolhunting and

trend research.

Chiara Cacciani - ItalyProduct Service System Design

student at Politecnico di Milano, with

a bachelor in Communication Design

from the same university. She is fo-

cused in design thinking, user center

design, as long as communication

at 360. She would like to pursue an

MBA in the future.

Yuzhou Chen - ChinaPoli-Tong exchange Student in the

Master of Product-Service-System

Design at Politecnico di Milano and

Graphic Designer from Shanghai

TongJi University. She is focused on

graphic design, interface design, web-

site design and service design.

Miguel Bello - ColombiaSecond year student in the Master of

Product-Service-System Design at

Politecnico di Milano and Industrial

Designer from Universidad Nacional

de Colombia. He has experience in

service design, management sys-

tems, product and packaging design.

AUTHORS

Other ColaboratorsGiulia Barra - Italy

Gan Yifan - China

Diego Dalia - Italy

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CONTENTS

CHAPTER 1:

PRESENTATION

CHAPTER 2:

ANALYSIS

CHAPTER 3:

NEW LOGIC

CHAPTER 3:

BOOKMERANG

5 Initial Brief

6 Concepts

7 Initial BM

8 Product

11 Critical Analysis

15 SWOT

17 Blue Ocean

18 3 Main Criticalities

21 BM Logic

23 Project Logic

25 Conclusion

27 New BM

28 BM Epicenters

29 System Map

30 Main Changes

31 Final Conclusion

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CHAPTER 1

PRESENTATION

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INITIAL BRIEFPresentation

Providing context and

rst design result

MH WAYIt is the name of the brand launching the propylene briefcases and the tel-escopic tubes for drawings in 1982 by Makio Hasuike. Its new products are an

instant and global success thanks to a design that is able to meet the needs of

the consumers through a clear style that goes beyond what is in fashion at that

time. After more than 25 years of success, prizes, and a great deal of admirers,

followers and also imitators, MH Way keeps on researching and innovating in a

crosswise direction by means of a powerful tool as product design is.

Several items amongst the MH Way products have turned into community icons

becoming companions to consumers over the years, since the very start up to

the present and keeping on that way for the future.

WHERE: MILANOThe main concepts to be applied are those ones provided by the PGT (Govern-

ment plan of Territory) that will guide projects development. The concepts are:

The attractive city

- Design a balance of functions between center and suburbs

- Modernizing the network of public and private mobility

- Increasing accommodation, including temporary housing solutions at afford-

able prices

- Encourage the presence of creative workers and service propulsion

- Exploitation identities of the neighborhoods

The livable city

- Connect existing environmental systems to new urban parks

- Promote Milan as agricultural town

- Complete the redevelopment of abandoned or contaminated land

- Restore the environmental function of rivers and channels

The efcient city

- Spread to the neighborhood scale quality services for infdividuals

- Strengthen the system of public spaces on a local scale

- Policy on temporary services and accessibility of sites

- Ensure quality and maintenance of public spaces and structures for service

- Encouraging private public interest through the principle of subsidiarity

Mobility interpreted as

not as movement

from one place to another

ACTION

CONSTRAINApplication of an existing technology for the design of the product: a suitable

technology for mobility (e.g. inatable, collapsible,etc).

WHOThe brief was opened to leave us select the actors. However it proposed the

essay written by Edward Hall The Hidden Dimension as key frame:

Animals that live in groups need to stay in contact with one

to another: the loss of contact with the group can be fatal

for a number of reasons, including the danger of exposing

themselves to predators. The social distance is not simply

the distance beyond the individual which lose contact with his

fock that can no longer see, hear or smell his companions,

it is rather a psychological limit, past which clearly animals

begin to feel anxious. []

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CONCEPTS

Flock ForceThe ock force concept is the evidence that the

gathering of many people has more resistance

to difculties than the strength of one single one.

There are many trends nowadays based on this

concept, such as ash mobs, social network, collec-

tive services, etc.

Waiting TimeWaiting time is a driver because is a major op-

portunity areas, we mostly always have to wait in

our lives, going to work we wait for the tram, during

lunch break we wait for our meal to come, we wait

at the gym for the machine we want, we even wait

when we go out before entering a disco; and in

all of those situation we interpret waiting as an

unpleasant gap time we dont enjoy but we cant

avoid.

SocializingMost of the leisure activities are group activities,

even some routine things that we commonly do

by ourselves, if done together with a friend can

become a leisure and happy time. This is why lei-

sure is often not described in terms of places but in

terms of people. We could even push this concept

to the limit, trying to apply to typical individual activi-

ties such as reading, the idea that being together to

a friend is more fun than be by yourself.

Presentation


rst design result

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INITIAL BM

PremiseStarting from here we developed Bookmerang: the more we are the more

we read a system based in reading moments and in the Milanese park, as

pilot project in Parco Sempione.

Bookmerang is a PSS to enhance reading and sharing of books outdoor in the

park during spring and summer time, as valuable city leisure time. The reader

can get to know about Bookmerang from the Comune di Milano website, our

main partner and sponsor, or directly by going to Parco Sempione and see ourBookmerang Bookcases.

Once in Parco Sempione he can just leave a book, exchange it or take it and so

start reading in the park or at home. Its up to people behaviour and responsibil-

ity if they take the book home, to bring it back.

What we are trying to exploit in this project is peoples will to share and ex-

change for a reusable good, besides trends that stress on social responsibility

such as separate collection of rubbish.

Presentation


rst design result

KEY PARTNERSHIP VALUE PROPOSITIONKEY ACTIVITIES

KEY SOURCES CHANNEL

CUSTOMER RELATIONSHIP CUSTOMER SEGMENT

REVENUE STREAMCOST STREAM

Bookcaseinstallation

Advertising

Maintenance

Books

Comune di Milano

Book owners

Some editors

Community within users

Who has the will to sharesomething beautiful as a

book

Book cases

productionWinter - autumn

storage

Book cases

maintenance

Who loves to read butdoesnt have much money

to spend

Who reads to kill time, but

not very reading passionate

Who moves out of Milan and

wants to get rid of weight

DONATIONS

self-service

Bookmerang

Parco

Sempione

Comune di

milano

Word of

mouth

Enhance reading andsharing books outdoor in the

park during spring andsummer time, as a valuable

city leasure time.

sharing attitude

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PRODUCTPresentation


rst design result

60

50

100

65

45

ConceptWhen we have something special to say, to remarka statement, or to quote another author we used

Quotation Marks. We believe that with this

project people will have a lot of things to say, and

for this reason we used the quotation mark symbol

as formal inspiration for the object.

The product has a special gravity balance, when

it is empty looks in horizontal position but when

people start adding books inside, it starts to get a

vertical position ready for saying a lot. This feature

also helps users to identify easily when a structure

has something inside or not and invite people toparticipate in the initiative.

Against all the presets around public installations,

we DO NOT want to x it in the oor. We want peo-

ple moving, playing, or sleeping on it, we know that

is not easy due vandalism but at the same time we

believe in behaviour changing, civic consciousness

and the creation of new icons for the future Milan.

GeneralNotice the internal compartment where the booksare storaged thanks to a simple mechanisim.

Technical AspectsBook Storage:- A system of 2 concentric spheres

- Closing mechanism through rotation on vertical

axes

Materials:

- Croslite

- HDPD

Production:

- Rotational moulding

EnvironmentThe idea is to spread the structure along the parkespecially in those areas that due its conditions

allow the nicest reading time. Even the most xed

and strongest urban furniture is prone to vandal-

ism; for this reason we believe that instead of doing

these structures stronger and xer we should allow

people to enjoy them in a more natural way.

Empty Position

Horizontal

Full Position

Vertical

Top View

Side View

Cut Views

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CHAPTER 2

ANALYSIS

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CRITICAL ANALYSISAnalysis

Critical perspective

& tools


KEY SOURCES CHANNEL




Advertising

Maintenance

Books

Comune di Milano

Book owners

Some editors


Who has the will to share

something beautiful as abook

Book cases

production

Winter - autumn

storage

Book cases

maintenance

Who loves to read but

doesnt have much money

to spend

Who reads to kill time, but

not very reading passionate



DONATIONS

self-service

Bookmerang

Parco

Sempione

Comune di

milano

Word of

mouth

Enhance reading andsharing books outdoor in the

park during spring andsummer time, as a valuable

city leasure time.

sharing attitude

KEY TRENDS

SOC

IOEC

ONOM

ICS

TECHNOLOGY

INDUSTRY FORCES

STAK

EHO

LDE

RS

SUPPLIERS

INFRA

STRUCTU

RE

GLOBAL

MARKE

T

COMMODITIES

MACROECONOMICS

FORCES

NEED

&DEMAN

D

MARKE

TSEG

MENT

MARKETISSUES

MARKET FORCES

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SuppliersPeople are both our main supply source and stakeholders, since they active

and passive at the same time in the exchange. Our main suppliers are:

- People that move in/out of Milan to study or work and stay just for a couple

of years. Dynamic and open minded they dont want heavy baggage such as

books, in the moving.

- People willing to share and discover common interests with people. Not pos-

sessive of their things they are quite exible and adaptable.

Stakeholder- People who like to read to kill time reading but are not really into it, not willingto spend much money in buying books, they enjoy it especially in the waiting

moments.

- Bookworm people, interpret reading as a travel, like to read a book from the

beginning to the end but are open to share and compare Comune di Milano

is the provider of Bookerang, since it already takes care of the park mainte-

nance; this means that the Comune should provide the structures (bookcases),

take care of keeping them clean and proper, and to storage them in the winter

months when not useful; taking care of all costs.

Competitors

Bookcrossing is the current leader for free book exchanging; this service valueproposition is to connect people throughout books. They dene book crossing

as the world library, a place where books gain new life and passing from one

person to another, books become a way to connect people. So fare there are

906.808 bookcrosser and 6.771.734 books travelling around the world and Italy

in the worldwide statistics is the 25th country in terms of bookcrosser vs popula-

tion [graph]; this means that there is a quite big design opportunity there.

Bookcrossing focuses on the swapping action, in this case where and when this

action takes place is not important; moreover its important to trace the book

path to create a reading community and a source for advice.

Substitute products & services- Library is a free service that provides books, even though its more controlledin terms of tracking book position and borrower. Library is usually a close quite

place where you can also enjoy reading, but quite old fashion and not cool one.

People can donate books to library but not many do that because there is no

clear extra value in doing it.

- E-book is the new technology that is trying to substitute normal paper books,

on the user side you can have many books in just one device, even not easy to

nd books, on the company side there is a big saving in printing.

Analysis


& tools

INDUSTRY FORCES

STAK

EHO

LDE

RS

SUPPLIERS

Suppliers

Stakeholders

Competitors

New entrants

Substitute products and services

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Technologye-book, QR code, geotagging.

Socioeconomic:People from Milan going away, while suburban people coming to the centre dur-

ing weekends, short work/studying staying in Milan

Cultural: couch surng, separate collection of rubbish, clothing donate, Bogot

yes/no sign.

Global market conditionsCrisis people not willing to spend money on not strictly necessary goods/ser-

vices.

Capital marketsPublic funding, hard to gather money for public infrastructure, although in our

case the cost of bookcase mould is quite high. However the editorial market in

Milano is excelent and should be consider as opportunity.

Economic Infrastucture:Parco Sempione park maintenance is well done, but the park at night time is not

safe besides it closes early. In the park there is also a library, three clubs (bar

bianco, just cavalli and old fashion), a kindergarden and the triennale museum

which are big attractions for people of different ages.

Analysis


& tools

INFRA

STR

UCTU

RE

GLOBALM

ARKET

COMMODITIES

MACROECONOMICS

FORCESGlobal market conditions

Capital markets

Economic infrastructure

KEY TRENDS

SO

CIOE

CONOM

ICS

TECHNOLOGY

Societal and cultural trend

Regulatory trends

Socioeconomic trends

Technology trends

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Market issuese-book, newspaper online as an emerging competitor force against regular book

comsumption.

Market segmentCollective services are blooming more and more, people is willing to share, and

seek for a strong connection with the city, to feel part of a whole.

Needs and demandsSome outdoor and leisure places to go to in the city to escape from the chaotic

and frenetic Milanese lifestyle. People are not willing to pay for spending their

leisure time in a public space.

Switching costFeel part of the city environment, feel the city yours, very important connection

with the brand (city), more reliable as well than bookcrossing where you never

know if you are going to nd something and where.

Revenue AttractivenessRevenue attractiveness: on reader point of view: free exchange in a public

place, create an extra-value. On Comune point of view: loyalty to the brand.

How to create monetary revenues for the service?

Analysis


& tools

NEED

&DEM

AND

MAR

KET

SEG

MENT

MARKETISSUES

MARKET FORCESMarket segments

Needs and demands

Market issues

Switching costs

Revenue attractiveness

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SWOTAnalysis


& tools

STRENGTHS

- Enhance reading and sharing books where (park)

and when (spring/summer) these activities might

have more demand.

- Provide a leisure activity as a part of a public

initiative.

- Users have an active role inside the system.

- Create a sense of community without pushing user

to have contact between them and without

depending of a virtual network.

- The more we are, the more we read.

OPPORTUNITIES

- Use parks infrastructure to reduce cost for

maintenance, cleaning, etc.

- Editors might be interested to collaborate providing

books, advertisement or money. Other companies

might be involved.

- Behavior changer trend about book-crossing,

reading in parks, civic and environmentalawareness.

- Free publications trend (books, newspapers,

magazines).

- Mobile tagging trend and QR Codes.

- Milano as a temporal city for students & workers

that move after few years.

TREATS

- Donations are not considered regular revenue.

- Other and inexpensive ways of book-crossing in

the same location.

- Using an expensive structure make it vulnerable to

stealing.

- People dont respond to this initiative.

- Temporal or short term interest of the public,investors, advertisers, etc.

- Digital book sharing.

WEAKNESSES

- High cost platform with low revenues.

- It depends of municipality policies for using public

infrastructure.

- Installing the bookcases in public open space

means that they wont be available during winter

season.

StrengthsCharacteristics of the business or team that give it

an advantage over others in the industry.

WeaknessesCharacteristics that place the rm at a disadvantage

relative to others.

OpportunitiesExternal chances to make greater sales or prots in

the environment.

TreatsExternal elements in the environment that could

cause trouble for the business.

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Analysis


& tools

SO Strategies1. Agreements with the park to make its labor force part of the system.

2. Create long term relationship with Editors doing them investors of the system.

3. Long term marketing program to aware people and tourist to donate their

books before leaving the city.

4. QR codes can be implemented in order to control the system and allow

people geo-tagging.

ST Strategies1. Installing additional advertising inside the book pages in order to increase

advertisers and revenues.

2. Agreements with the park ofce in order to dont allow other ways of book

exchange/acquisition outside the system.

3. Using park security force in order to avoid damage and/or stealing. At the

same time, create social awareness to condemn this issues through the website

and advertisement.

WO Strategies1. Sharing the risk and initial investment with other cities. Long term agree-

ments with municipalities to make the project perdurable.

2. Linking the project with Editorial Fairs and other events might help its eco-

nomical support.

3. In winter time it might move to other places like schools, universities and

airports.

WT Strategies1. Reduce production cost by high mass production. Less cost per unit.

2. Reduce production cost in the bookcase by changing design, structure, or

materials.

Pursue opportunities that are a good t

to the company's strengths

Overcome weaknesses to

pursue opportunities

Identify ways that can use its strengths

to reduce its vulnerability to external threats

Establish a defensive plan to prevent weaknesses

from making it highly susceptible to external threats

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Analysis


& tools BLUE OCEAN

Value Proposition

Enhance reading and

sharing books outdoor

in the park during

spring and summer

time, as a valuable city

leasure time.

VALUES

IDE

COST

SIDE

KEY ACTIVITY

KEYRESOURCES

KEYPART

NERS

HIP

COST

STE

AM

CUSTOMER SEGMENT

CUSTOM

ERRELATIO

NSHIP

CHANNELS

REVEN

UESSTR

EAM

bookcases

books

peoplesattitutetoshare

bookcaseinstall

ation

advertising

mainten

ance

createe

ventsto

gather

users

parc

oSe

mpio

ne(munic

ipality

)

book

own

ers

someedito

rs

strate

gic

partn

erships

bookcases

mainte

nance

ofb

ook

cases

transpor

t

w

inte

r-autu

mn

sto

rage

raisingtheu

sagefreque

ncyofthes

ervice

commun

itywithin

users

self-s

ervice

whoreadstokilltime,notverypassionate

whomovesoutofMilanandwantstogetridofweight

whohasthewilltosharesomethingbeautiflasabook

wholovestoreadbutdoesntwanttospendmuch

comunediMilanowebsite

wordofm

outh

b

ookcases

parcoSempion(pilotproject)

bookmerangw

ebsite

donatio

ns

elimina

te

remainreduce

crea

te

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3 MAIN CRITICALITIES

ConclusionThe goal of this project is to reach the breakeven point, which means covering

all of the costs, not to earn money without loosing the social value of the project;

in the conclusion part we will then try to forecast a future business oriented logic

to start actually earning money (being aware that it will greatly affect the value

proposition).

How can we make the system

in terms of money?

SUSTAINABLE

REVENUE

STREAMREVENUE

STREAM

REVENUE

STREAM

CustomerRelationship

RevenueStream

Valueproposition

KeyActivities

KeyPartneship

Cost

Stream

KeyResources

BM COMPONENTS

CustomerS

egment

Channels

COST SIDE VALUE SIDE

3MAINCRITICALITIE

S

REDUC

ING

REMAIN CHANGE-IMPROVE

CREAT

ES

REVEN

UESTRE

AM

lowand

homogen

eus

ComunadiMilanoasamainpartnership

Justonce

source

Free social

servicebased

PARTNERSHIP

Uniquepartner

not abletosuffer

allthecostKEYACTIVITIESProm

otionis

notenoughto

encourage

people touse

theservice.

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CHAPTER 3

NEW LOGIC

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New Logic

Data supports &

environment BM LOGIC

How is the new logic?To reach the breakeven point we used an efciency strategy based in research-

ing possible partners and scanning of typical Milanese activities to generate

revenue (value). In doing this weve kept up the three main concepts of the

project, ock force, waiting moment and socializing, trying to support and exploit

them more and more.

EditorsSince in the old business model we had low, homogeneous revenues, coming

just from one partner (Comune di Milano) without strong motivations to invest; in

the new logic we rst diversied partners, looking in our close market elds, to

consequently diversify the revenues stream.

First we focused on the publishing industry, checking out how many books are

published every year, if Milan was a high reader city and who are the main edi-

tors. In the next graphics you will see more specic and comparison information

that provides a better structure to the project.

In fact a strong publishing house could actually have interest in sponsoring

Bookmerang, which is not its direct competitor since it provides used, second

hand books, but because of its collaborative service nature, it could be a perfect

cheap mass market promotion channel.

1.059Rome

943Milano

29%Mondadori

Gruppo Mondadori 28,4%

Gruppo GEMS 9,4%

Other Editors 39,9%

Giunti 5,8%

RCS 12,6%

Feltrinelli 4%

36%Milano

64%Rest of Italy

20%Milano

15%Rome

65%Other cities

NUMBER OF EDITORS BY CITY

MARKET SHARE IN EDITORIAL INDUSTRY

BOOK SALES IN ITALY

262000.000 per year

PUBLISHED BOOKS IN ITALY

61.500 per year

Data Source: http://soslibri.diogenemagazine.eu/ - http://www.mondadori.it/

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New Logic

Data supports &

environment

Rotomolding IndustryThe second market involved in the project was theplastic industry one; the bookcase mould produc-

tion in fact, is the major cost to suffer before the

lunch of the product service system. Plastic before

1970 was just a cheap and poor material not used

for furniture; starting from the 70s the market blos-

somed and nowadays many design companies are

specialized in plastic production.

Bookmerang is a structure entirely made out of

rotational moulding plastic, then spread around the

parks in the city; such as the cracking art and the

cow parade it could become famous, a sort of icon,

and ultimately it could be a powerful advertising for

the company producing it.

In order to be interested in sponsorizing the project

the plastic producer should be in the design world,

but not a famous and recognized design company.

Both partners, the publish house and the plastic

producer, would have an advertising interest; this

means that the social aspect, gathering of as many

people as possible, of the product service system is

a key asset, as long as the location, to attract them.

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New Logic

Data supports &

environment

Parks in MilanoThis is why we evolved the Parco Sempione based into a Milanese park

network. We sought for all parks in the city, analyzing them according to the

size and to the security aspect. In fact the security of the space was another hot

topic. Although the project looks forward to changing peoples behaviours, ask-

ing for their common and citizen sense, we evaluated only parks with fences,

closing time and night watchmen service; of course this wont avoid people

to steal them or ruin them if they want to, but hopefully it will be a deterrent

reminding them their own consciousnesses.

P

arco

della

Martesana

P

arc

od

iVill

aScheibler

Parco

exOM

Parco

Ale

ssandrini

GiardiniPu

bbliciIndro

Montanelli

Parco

Monte

Stella

Parco

Sempione

Parc

odeiF

ontanili

Parc

od

iTrenno

Boscoin

citt

Parc

oagricolo

delTicin

ello

Parco

Lambro

Parco

delle

Cave

Parco

Forlanini

Parco

Nord

Mila

no

3000.000

1300.000

2250.000

750.000

M2

PROJECT LOGIC

Data Source: http://it.wikipedia.org/wiki/Parchi_di_Milano

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New Logic

Data supports &

environment

Bookcrossing.com - StadisticsBookcrossing is the popular online-based platform

in which people can share books with others. Its

website has interesting statistics about this initia-

tive. Germany and Australia are the most activecountries with almost 60.000 active bookcrossers.

Italy has a modest position compare with his

neighbour, however is interesting to see how Emilia

Romagna and Lombardy have the biggest book-

crossing activity in the country. It means that Milano

has all the potential for this kind of projects, not only

for the huge amount of editors and sellings, but also

for his sharing and social culture.

Umbri

a

Toscan

a

Veneto

Piemont

e

Liguri

a

Marche

FriuliV

eneiaGiuli

a

Lazio

Lomba

rdia

Emili

aRom

agna

80

100

0

40

60

20

# Crossed

Books

Data Source: http://www.bookcrossers.eu/bc_statistics/world/

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CONCLUSIONNew Logic

Data supports &

environment

The new strategy oriented to create more revenues without loos-

ing the original project values, its structured into two main mo-

ments: the book exchange in the park from April till October and theonce/twice a year event that would recreate a sort of novelty and

coolness, as well as community around the product service system,

that, along with the media effect, could enhance possible partners,

such as publish houses and companies in investing into the project.

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CHAPTER 4

BOOKMERANG

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Bookmerang

Redesigned Business

Model NEW BM

ArtistCalling

Selling art

pieces

Producingand selling

catalog

Art purchaser

Salone del mobile visitor


CHANNEL




Advertising

Maintenance

Comune di Milano

Book owners

Mondari


Who has the will to

share a book

Book cases production Winter - autumn storageMantainance and security

Who loves to read but doesnt

have much money to spend

Who reads to kill time, butnot very reading passionate



bookmerang

15 milaneseparks

bookmerangwebsite

Word of

mouth

Salone del mobile

Exhibition

NEW

Advertising frombook trials

Art book case

selling

Anual catalogselling

Catalog production Salone dil mobile exhibitionSalaries and related

expenses

www.bookmerang.it

Catalog

SOLD

Auction

Comitee

Books

Artists

Catalog

comitee

sharing attitude

Enhace a public culture move-ment that makes available arts

and literature to milanese citi-

zans and visitors

+

KEY SOURCESart+

literature

self-service

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BM BARYCENTERBookmerang

Redesigned Business

Model

General LogicThe barycentre of the new business model is still set in the value proposition,

moving from this one we developed an L shape strategy focused into key part-

nerships, those ones then affect the cost and the revenues streams. Key asset,

we greatly improved are key activities.

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SYSTEM MAPBookmerang

Redesigned Business

Model

reading

home

catalog

website

salone del mobile

turists

mondadori

plastic producer

LEAVE

TAKE

label

PRODUCE

Milanesepeople

book store

artist

word of mouth

NEW

book trials

bookmerang

exhibition

Milanese parks

case selling

ADVERTISING

PRINT

Milanese parks

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Bookmerang

Redesigned Business

Model

Thank to Persico and Mondadori partnerships and to the consequent new diver-sied uxes of revenues, Bookmerang is economically feasible. Still our main

three concepts and values, didnt change but are now stronger and stronger:

Flock ForceThe product service system keeps its social value features based in collabora-

tive services, trends and communities and in seeking for changing peoples

minds about public furniture; it enhances reading, free book exchange and free

book trials distribution out door in the park during summer and spring time.

Moreover now with the art cases exhibition it recalls even a larger number of

people that could be interested in joining the ock.

SocializingAt the same time Bookmerang yearly exhibition becomes an occasion of social-

izing, of enhancing public culture, arts and literature for Milanese citizens and

visitors; as well as for unknown artist a great opportunity to show their talent.

Waiting timeWaiting time reinterpreted as reading and going to an art exhibition, becomes

valuables and joyful.

Future Forecasting

We could push the business model strategy a bit further and project a realearning business model; this of course would effect the value system, lets see

how.

Starting from the book trial preview by Mondadori we could imagine two con-

verging evolution:

1. Mondadori decides to push the trial transforming it in a script public jury.

This means that not yet published script would be available in Bookmerang, all

the reader would put themselves into the redactor shoes and would judge the

book to be; this of course would imply a system of readers feedback for the

publisher. This scenario proles a new market where potentially would be the

readers to decide which books they want to be published.

2. Second converging scenario goes with the web 2.0 logic, in which usersbecome co-producers of contents; according to this logic what it could happen

is that readers willing to become writers, could start leaving their own script in

the cases, hoping for a good feedback by the others. This of course would be

very interesting Mondadori that could have a no cost resource of new brand

talents, that already gained fame and demand into the reading public. The book

Tre metri sopra il cielo, which script rst was released in two different high

schools in Rome, was published only after the highschool kids great interest in

the script.

Projecting this web 2.0 scenario ahead in the future we could even think about a

transition of media: authors could simply leave the paper script in the Bookmer-

ang cases, then if successful Mondadori could publish an e-book version of thebook even translated in many languages.

As we said in rst place, this earning scenario drags the values of the project

a bit far from the beginning; a system based on feedback needs a high control

and maintenance, it cannot be left up to people behaviours, neither be so

spread out in the city as the park network is thought to be.

Ultimately we would loose what we simplifying call the social value of the

project, because as we know, one thing is to project a business system to make

money, another is to project a social system for the people. In developing this

project we picked the second one, the rst one is still a scenario on the go.

FINAL CONCLUSION

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Documents

Bookmerang