CAMPFIRE

C A M P F I R E project

C A M P F I R E


Business Innovation

GROUP 02

Barbara BallandJudit Zita BorosOana Camelia GuraliucCarla Pestana LemgruberFederico RivaAnita Tauber

PROFESSORS

Dr.Claudio Dell’EraDr.Alessandro Sala

January 24th 2012AA. 2011/2012


B R I E F I N G O B J E CT I V E S

Adequate nutrition during infancy is essential for lifelong health and wellbeing


from breast milk to baby food several challengesDuring the passage from breast milk to baby food, moms have to face several challenges

B R I E F I N G O B J E CT I V E S

How

How

How

Howcan they identify the health baby food

Howcan they measure the appropriate quantity?

Howcan they measure the effects produced by baby food?

C A M P F I R E project B R I E F I N G O B J E CT I V E S

Infants should be exclusively breastfed for the first six months of life to achieve optimal growth, development and health.Thereafter, to meet their evolving nutritional requirements, infants should receive nutri-tionally adequate and safe complementary foods, while continuing to breastfeed for up to two years or more.

The passage from breast milk to baby food is especially critical. Baby food is any food, other than breast milk or infant formula, that is made specifically for infants, roughly between the ages of four to six months to 2 years.

The food comes in multiple varieties and tastes, can be produced by many manufacturers, or maybe table food that the rest of the family is eating, mashed up. Because infants lack teeth, many different baby foods are designed for ease of eating; they are either a soft, liquid paste or an easi-ly chewed food.

Obviously, there are many sources of information that can support mums in this stage (health-care advisors, pediatricians, nutritionists, books, internet, etc.), but baby food companies play a critical role from a social point of view.

Heinz wants to develop new scenarios (products, services, business models) where moms can face the passage from breast milk to baby food without worries, with enriched attitudes and capabilities, easily accessing alternative solutions and advices. Heinz wants to provide different categories of so-lutions in order to improve baby health and mum life.


P O L A R I T I E S


INTIMATE

REASSURING

CONSUMER PROSUMER

Title HOME-MAKE CAKE

Object apronBrand Cameo / Dr. Oetker

Title CAMPFIRE

Object Fondue kitBrand Lego Mindstorms

Title POP-CORN

Object couch (sofa)Brand Kinder BuenoMovie/Song “Lady and the tramp” (spaghetti scene)Description At home, on your couch, in a familiar, secure atmosphere. A conve-

Title APERITIVO

Object beerBrand Vodafone / NokiaMovie/Song “Sex in the city”Description Informative and gatherings pro-posed by


REASSURING

PROSUMER

Title CAMPFIRE

Object Fondue kitBrand Lego MindstormsMovie/Song “School of rock” / “Sister act”


DefinitionA social activity that involves parents and kids into games that provide both fun and awareness. Problems can be shared, experiences can be exchanged and communities are created under the organization of Heinz. The atmosphere is warm and friendly where trust relationships can be created and kids get to meet their neighborhood friends.

Open “hierarchy”Parents are the organizers of the events. Heinz provides the environment and makes connections happen. Heinz pro-poses and families contribute.

The aim Heinz can test new products, increase portfolio and generate ideas by immediate feedback. They en-gage old customers and get new ones.

HEINz’s BRANd Is MORE REINFORCEd AFTER THE EVENT.

Web Platform It enables to to get information about being parents and to share common problems, to organize the events, to know other parents and get in touch with them.

Where and WhatEvents can be placed according to the season/weather.In summer and warm seasons open areas, playgrounds, outdoors can be used for cold and rainy days closed areas, old buildings, shopping malls, “oratorias”, commu-nity centers and school gymnasiums are more relaxed.Heinz also gets partners which are involved according to the activities and the season. Local producers and farm markets can be engaged: mercato della terra, slow food movements etc.

PROJECT DESCRIPTION


P e r s o n a S


Sophia

38 years o

ld

Socio-demographic profile a teacher that works part-time and looks for a complementa-ry meaningful activity

Lifestyles

she works 3 days a week, has good networks and many friendswho she has always coffees with; she is engaged in social activities, very pro-

Motivations to purchase the product/service she is sensitive towards social issues and wants to be enga-ged in organization; she wants her family tohave meaningful

Possible barriers

a busy life can be hard to ma-nage and she can loose in-terest quickly; she doesn’t usually get deeply involved in projects and her participation

4 years old sonorganizer


Barbara 32 years old

Robert 30 years old

They have a 2 years old daughter

Socio-demographic profile

Barbara is a sales specialist and Robert works in a home-office as a jingle composer for adds.

Good income

upper-middle class

Lifestyles

She travels a lot and he looks after the daughter; They like to spend quality time together as much as possible and they look for family activities that can improve their daughter’s physical and intelec-tual abilities.

They are conscious consumers Motivations to purchase the pro-duct/service

They are willing to share their ex-perience with other parents to get more information about how to raise their daughter from pa-rents and specialists.

Possible barriers

They are very selective: “picky”.


C o m m u n i t y


How can Heinz reach the family ?

wEB PLATfORMstudies, texts, videos, forum...

SEMI-SELf-ORGANISED MEETINGSorganizer mums + Heinz selectioner +

invited expert

HeinzH-Mom

F A M I L I E smothers, fathers, babies

Experts


W e B P l a T F O R m

studiestexts

videosforum

...


case studies

W e B P l a T F O R m

Google Plus Instructables Meetup RouxBe


s E m I - s E l F - O R G a N I S E D

m E E T I N G S

Heinz selectioner

organizer mums

invited expert

HeinzH-Mom HeinzH-Mom HeinzH-Mom+ +

C A M P F I R E project s E m I - s E l F - O R G a N I S E D m E E T I N G S

baby yogababy gastro food DIY for your babyBruno Munari laboratory


P R E - C U s T O m e R J O U R N e Y

how do you enter to the service?how do you enter to the service?


w

here to reach the service

P R E - C U s T O m e R J O U R N e Y

flyer/toy/informative gadget guides the costumer to

pediatrician hospital

radiommamma.it (possible collaborator)

metromoms/children

magazine

the web platform


C U S T O m E R

J O U R N E Y


Heinz installs a “notice board” in some places, where events and initiatives are shown to the pub-blic.The places are chosen with a cri-teria: where mums wait for a visit (pediatrician, hospital), for their baby (school), where mums wait in a cue (supermarket).

Barbara is waiting for a visit to the pediatrician. She stays in a waiting room and meanwhile she uses to read something. But she discovers a board with a notorious logo. She has already seen this logo at home, on baby food packaging. Barbara stands up and goes to discover what it is.

1 where you can reach Heinz’ service ?

Place:at the pediatrician

Product Role

User Role


Place:on the pediatrician’s studio wall

A sort of “notice board” with general info about Heinz, hosts a pocket with paper silhouettes that can be ta-ken away. Heinz wants to dis-tinguish its advertisement from the one of other companies.

Barbara reads the informa-tions on the panel, than she sees a pocket with a gadget in it in the shape of a silhouette. she takes one and opens it.

Heinz information board

campfire

more infos_________________________________________________________________________________________________________

take your invitation...

Product Role

User Role


Place:inside the pocket of the informative board

Heinz provides an unusual informative gadget in order to be recognisable and dis-tinct from the other. A chain of people represents very well the community and it appears as something dedicated to the world of childhood. The gadget shows all the infos of the service and the link of Heinz's website by “Qr code”.

Barbara opens the silhouette and reads the information on it about heinz service. She sees also that it has a qr code. she takes the smartphone and takes a picture of the Qr-code.It connects her with Heinz's platform.

informative silhouettes

P

ro

duct Role

User Role


Place:smartphone

A website that informs and starts to build a trust rela-tionship between Heinz and the future user of the service. Specialists’ opinions are a way to give trust.

Barbara looks at the detailed information about the event on her smartphone: time, place, topics, persons that will join, etc.Than she descovers the ex-perts section where she looks at some specific videos with useful advices.

Product R

ole

U

ser

Role

the « Qr » code

campfire

click to watch the video


Product role

Before the service is launched, Heinz has informed the pro-fessionists (pediatrician) about their service and than, keeps them updated in such way that they can give infor-mation to their patients, reas-suring them.

User role

She asks the pediatrician about the Heinz’s platform and receives the confirmation that it is a web platform that can help moms/families with useful and trustable advices

Place:inside the pediatricians

the reconfirment

Good!!..........................................................interesting!!

..............................

............................Heinz's campfire??


talk with the family

place:at home

A website that informs and starts to build a trust rela-tionship between Heinz and the future user of the service. Specialists’ opinions are a way to give trust.

Barbara goes home and tells the story to her husband and family. They check together the website.

campfire

VIDEOVIDEO

Product Role

User Role


Place:at home / on website

Heinz researched the most popular problems that families with infants and babies frequently face and the answers, given by specialist with cre-dentials, are in the fAQ area.

They subscribe to the news feed and create a personal profileThey look for some advices about specific problem in the FAQ area and also discover the rest of the website.

subscription and 1st exploration

SIGN UP---------------------------------------------------

---------------------------------------------------

campfire

Product Role

User Role


Place:at home / on website

The website maps the events that are in the users area and shows a detailed description of the event, including activities and participants. There is the possibility to make friends online.

They go to the section “events” and check which one is the next in the their area They subscribe for the event “Sweets with your sweety” and pay for it.

book the event

MILAN

Sweet with your sweetyApril 12th 2012

BOOK

Product Role

User Role


Place:community house garden

The organizer mum has found the place, selected the expert and sent the in-voice to Heinz staying inside the limits of the budget.

The family goes to the event held in a community houses garden.

going to the event

MILAN

Sweet with your sweetyApril 12th 2012

Product Role

User Role


.....................

.....................

.....................

ORGANISER MOM...............................................................

ORGANISER MOM

Place:events place

The organizer mum has set the place. She introduces the guests to eachother and to the expert. She provides everyone with their material: cooking kit and ingredients.

They meet the organizer mum that introduces them to the other parents, to the chef, and explains the schedule of the day and give them their material.

the socializing

ORGANIZER MUM

Product role

User role


ORGANISER MOM THE CHEF

.....................

.....................

.....................

The organizing mum is taking pictures, recording videos and taking notes about the most freequently asked ques-tions.

first, the guests listen to the chef while he presents what they are going to cook. He gives informations about all the nutritional and health va-lues of the ingredients. Than he explains the different com-binations that keep a good nu-tritional balance.

Place:events place

introducing the activity


.....................

.....................

.....................


.....................

.....................

.....................

ORGANIZER MUM

User role

Product role


The organizer mum goes around and talks to people trying to iden-tify lead users and innovative problem solving solutions.

Cooking time. Each family creates its own combination applying the knowledge they gained. The chef guides them.When they finish, each family presents its own recipee while the others taste.

Place:events place

the activity


.....................

.....................

.....................


.....................

.....................

.....................


.....................

.....................

.....................


.....................

.....................

.....................

ORGANIZER MUM

User role

Product role


Barbara and Robert meet Sophia while their kids are eating together. sophia has already participa-ted in three events and has a lot of pictures and videos to share with Robert and Barbara. Her son made a lot of new friends and she had the chance to spend a lot of quality time with him. She even uploaded some on the Heinz web-site. she is thinking to become an organizer mum.

The organizer mum identifies Sophia that has a proactive perso-nality and is a possible future organizer mum for her area.

making connections

Nice to meet you Sophia! Is this your first time at

such an event? …Robert, this is Sophiaand her son Davide.Nice to meet you too!

No …


User role

Product role


Robert films the children while they eat and play together.

The organizer mum is talking to people and show them the pictures she has taken and the chef gives tips about keeping a healthy diet at home.


recordings and advices

REC

User role

Product role


Heinz

At home, Robert and Barbara add Sophia as a friend. Robert uploads the video on the web-site and shares it with the new friends.

The Heinz website has a social network platform that allows people to keep in touch and share information

Place:at home

keeping in touch

User role

Product role


User role

Instead Sophia goes to the website, to the “be an organi-zer mum” section.

Product role

On the website, there is a sec-tion dedicated to the oragnizer mums both current and also new ones.

Place:at home / computer

becoming an organizer mom

Heinz


User role

She fills a form with her data and fixes a skype interview with the selection team.

Product role

Heinz has a selection team that evaluate incoming organi-zer moms.

Place......... at home / on skype

selection teamHeinz


User role

when scheduled, she has a meeting on skype with Heinz selectioner.They have a frien-dly talk about the next steps.

Product role

Heinz selection team and the incoming organizer mom esta-blish the terms and conditions and a list of to do things.

Place....... at home / on skype

job set

Heinz

Hello Sophia,nice to talk with you!

Hello Mr. …


Product role

Heinz provides a template with instructions, budget limits, possible places and kinds of professional profiles of the experts

User role

Sophia creates her own event in the neighbourhood, fol-lowing Heinz template.

Place....... web site / email

Heinz template

instructions budget places experts

Heinz template


Product role

Heinz template must be followed

User role

She contacts a guest. It is a spe-cialist in stimulating children’s creativity.

Place....... phone / email / network

contacting an expert

SOPHIA

Connected...

BRUNOMUNARI


Product role

Sophia is “part of the pro-duct”, is a social enabler. All the activities that she does are destinated to create wellness to partecipants, on one side, and to get research info for Heinz, on the other side.

User role

She invites all the friends and families she knows and spends together with them a “Let’s draw a paper tree” afternoon.

Place:event’s place

first event of Sophia as organizer mom

SOPHIA

Paper

BRUNO MUNARI


Product role

Sophia as a social enabler.

User role

During the event, she makes pictures, videos and speaks with all the families. She gets information about their mood, oppinion about the event, their way to face chil-dren’s problems.

Place....... event’s place

the event

SOPHIA


Product role

On the Heinz web site there is a section where the organizer mom has to upload her fin-dings.

User role

After the event, she writes a report with all the information that she got.

Place....... home / website

after the event

report

UPLOAD

pictures videos

Heinz organizer mom


Product role

Heinz provides a fee for the information that the organizer mom has gathered.

User role

Uploads the report on Heinz website, “organizer mom” section, together with the pic-tures and videos that she has done. She receives her fee and already starts thinking at the next event.

Place....... home / computer

the revenue

FEE PAYMENT

Sophia’s profile

Congratulations Sophia!Great job!

Heinz organizer mom


T H A N K Y O U

Documents

CAMPFIRE