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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
Providing context and
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
Providing context and
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
Providing context and
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 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 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
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
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
Critical perspective
& 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
Critical perspective
& 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
Critical perspective
& 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
Critical perspective
& 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
Critical perspective
& 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
Critical perspective
& 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
KEY PARTNERSHIP VALUE PROPOSITIONKEY ACTIVITIES
CHANNEL
CUSTOMER RELATIONSHIP CUSTOMER SEGMENT
REVENUE STREAMCOST STREAM
Bookcaseinstallation
Advertising
Maintenance
Comune di Milano
Book owners
Mondari
Community within users
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
Who moves out of Milan and
wants to get rid of weight
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
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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