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1th lesson 04/02
Presentation 1: Noemalife (‘we care’): Valentina SerraNoemalife Group’s Solution SuiteThis company develops software for hospitals.They make sure all the data is saved and gets back to you.It saves all healthcare data that everybody can access, from all over Italy and the world.Technology allows cities to store data everywhere in the world.E.g. If you had an accident and you have to go to an emergency room, you’re sometimes not able to speak. In this case the doctors can access the data via Noemalife and know your medical history (maybe you’re pregnant or you have medical complications…) Movie about Noemialife:key sentences:
Laboratory results are redden by a barcode on the test-tube. Hallia also monitors the effectiveness to analysis mistakes. Centralized connectivity managements. Point of cares test e.g. Test made in an emergence room Making the job of the analyst easier POCT point of care testing Test results can be delivered. They can be stored in cold storages Making it easier to intervene when response of a patient is low Controls to a web interface. This can be used anywhere because the software is web
based It is possible to check on the same station all data
This movie shows how Noemalife sets the table.
Mission of NoemalifeWhich are the issues for organization? Increasing cost pressure & competitionThey have to know the numbers to set the table. Marketing collects data.Our mission is to increase healthcare quality & reduce medical errors.
Who is NOEMALIFEIt is a niche-market: nobody ever thinks what’s behind the healthcare process. It is an internal company whose core business is developing its systems for healthcare
Is market leader in its domestic markets (France and Italy). The company is founded in Italy, so most of the business is in Italy. France is also a domestic market because the France competitors where having problem. They reuined the company and saved the jobs
Market leader: how many customers do we have? Independent studies tell you this. Large number: more than 100.000 physicians use the software.
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What do we Increasing quality of healthcare’s Partner of the care process Help people to get better
Geographic revenues distribution Most Italy and France – In Italy economy is stuck, in France it will be stuck later, so
the company have to develop so they can work together with the world: 2003 Germany 2006 Argentina
We try to sell software to partners, and then when it works you set up a shop. It is a bridge to have people knowing the inside of how the healthcare works local and then you expand.
2008 UK 2011 France (with Belgium + japan) 2011 Middle East and North Africa …
Merge & acquisitions In 1960 company is founded They acquired competitors They grew in Italy and it reflects the grow in the world market
Who’s Noemalife on international markets?In the beginning nobody knew the company in the world. The company was only market leader in Italy. It was just an Italian company. Italy is not famous for design, cars or technology, so we have to tell a lot to other people about the company and his successes because Italy has not a very good reputation of quality, especially in the USA.
The company needs to tell his story to markets that don’t know them yet. In Latin America, they try to exploit because they don’t have anything. In the rest of the world this is a little bit difficult.
If you try to get healthcare info it is not easy, so they have to know what the average level is. It is set by an international non-profit organization. They have to know the competitors in the markets: their communication, products, how they work, the fares, try to explore from the inside -> this is very difficult.
What happens worldwide?In the Middle East, in Arabia, it is difficult to see. You have to know what the way is to address each other. It is complex to know each other. They are not buying your product but your brand. It is important to know what to tell, how to tell it. Once they know you brand, trust goes before anything you do.
Abroad they don’t know anything about you, so you have let to know who trusts you and which partnerships you have. They have to see what you do. You can show software, but you better show your relations. You cannot go to the UK and tell them of your relations with for example North Africa, because they are going to perceive North Africa a market where
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they’re not interested in. They want to be the top of the world. So they have to follow us on worldwide relations.
You have to define a communication register that says what to tell and how to tell it. In this way you can strengthen the brand.
TaskPrepare a short “country profile” fetching info regarding: focus on an Eastern Europe country
- healthcare funding system- number and complexity of healthcare facilities- healthcare ICT expenditure- Identifying decision makers- Emram average levels- Competitors- Market fairs & congresses- …
Presentation 2: Pollution (analysis at your site)MissionWe develop and produce chemical analysis.What usually is done with big machines can also be done with smaller machines, quicker and with better results.We want to become leaders in the industry not the richest but the company with the best technology.
PayoffWe have to compete with big companies. How to compete with them?We focus on a niche-market, where big companies are not interesting to go because they are not rich enough.Chemical analysis is made on the field. There is no experience by people. A normal person even don’t now how to switch on the unit. This is not possible. So we want to learn it.The devices cost a lot. The technology we develop is too costly to put e.g. A metal detector in a simple kitchen. We have to lower the price.
We are a small company, focusing on a niche market. If you go work in a hospital you have to use certain things. One of those is our device.
2 brandsBathed core market: washing bedridden patients without moving them from the bedClass core market: environment…
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It is difficult to create new markets. In the end you have to sell the service, but nobody knows what it is. Small companies as ours, feel more obstacles. Take care about market analysis.
We are correlated and have relations with the university. There are 10 small enterprises, all together we try to develop to the market. It is a cooperation to do it better on he market.
CBRNSold it to the army, to investigate enemy attacks
Our analyzersPolaris: stack the chimney emissions. Think about the investment to create new units Difficult to plug on the Internet and find how big this market is You have to do this analysis for every marketThe produces was good for Italy and Europe but not for US. There is now need in the rest of the world fort his product (Middle East, China, Australia,..) so the product cannot be sold very easily in the world. The investment will be paid back in 4 or 5 years. You have to make a good market analysis before.
Questions from student: “Why the name ‘Polution’?”Answer: At the funding of the company an English name sounded nice.But everybody asks ‘why Polution’? That why we added the sentence ‘analyzes your site’. Because nobody understand the name. We have to change the name. But we don’t have hurry because we want to stay a small company.
Ongoing projects:- Research and innovation- (Niche) market analysis- CRM developments
HomeworkDevelop a system to know how much analysis could be done per year in Italy/Europe/USA to check if a cardiac transplant is going …
Presentation 3: Movantia (Fabio Fabbi)The name had no sense, just invented. It is not the core of the companyIt is an agency.Fabio started in 1948 with organizing corporate events.
Why not just Italian?
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In 1984 there was no Internet. A lot of magazines where not accessible to anybody. You had to travel a lot to know the world. There were a lot of conferences, meetings… This is not anymore because of Internet.In that time ‘events’ where one of the emerging services of companies.
Innovation: Using something digital in the eighties. To show the video projector was so big and costly. At that time the CD just arrived. Technology was not popular.
This innovation brought me to some big clients (Fiat, Henkel, Volvo, Renault, Twingings,…) there were very few people who thought to go foreign. A lot of services where only in Italian.
1994Production of online events for sports and entertainment. Management of the online image for celebrities. Very few people were connected to the net, only a few companies. They didn’t know the meaning of using email. They sent fax. The markets that looked forward were sports and entertainment.The first online Olympic games where done by our company.
Online image managementCommunicating online for celebrities with their fans. Earlier, if a journalist putted a bad or good view of a star, you couldn’t change it. With online communication it is becoming possible. The Internet opened a lot of opportunities. Before that, you had to talk to the media if you wanted to give your opinion about something that a journalist has written. But to talk to fans of China or Japan or USA, it was very difficult for Italian sportsman or musicians.
At that time I sold the agency.
2008Founding year of Movantia: an agency that has a wide book of services and unique marketing concepts around brand management.Doing events is hard. What I have to do now is to do something different, in a world where nothing is innovating anymore.I thought it was the right time to do something with digital business: to mix the real with the digital world. The online communication has to match with the real events (like this presentation)You continue to do real physical events, but you have to do it in a digital way.
Connecting brand & people is the core business of Movantia.We do services for business, not for private people.Every brand wants to approach their target. The best way to do it is to do something real and to do a lot of digital. You have to mix both. This is what Movantia does.
‘Event Marketing enhances brand equity and image, increasing brand awareness.
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Licensing increases brands’ value, opening new markets and new profitable partnerships.’
2008, the founding year of Movantia, is a year of suffering. But is a good challenge for people who always lived in Italy. Now, because of the crisis, we need to look for other markets. We have to look outside our window.“But why did u open your agency is the worst year?”Answer: if I prove that that business is good in such a bad year, it will only grow when the time comes when everything is going better.
Examples of projects “Assassin’s creed”: the brand travel experience project. Mixing the digital and bringing to the real is an interesting idea that the makers of this brand made.
Expo Milano: The project of indoor marketing for the expo 2005. It brings digital technologies into events.
It is creative to make something new and something different.It was the event that brought Italy out of the bad water.
Italy is the born country of luxury brands. Other countries do a lot of co-branding and a lot of stores of Italians brands are opened. In USA, Australia, all over the world you will see the same brands. You cannot survive if you stay local. So I opened an office in India, in UK…You have to be global, but also adapt to the new place
Today brands must stand for something to influence. Movantia develops what makes a brand relevant and worth considering.
Event Management:These are ideas, projects and activities that increase brand’s visibility and value. We create an emotional connection between brands and clients.
HomeworkEasy taskAnalyze the event market for business, just the business market (B2B)If we speak about the expo, it is a big event of common people. They expect there comes a lot of people. But we see the expo as a perfect location for companies who wants to present their product. We look at the event market just from the business perspective.Which market is the best? The Italian, US or other?
Difficult task (lot of work, find data and a lot of things that can give you what will happen with the market in the next years)Find an area, of the event business that can be added to the Movantio services to reach an international Market. Some ideas on which business related to the events can be added to the actual portfolio of services.So find a new business in the event market to find international clients.
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Explore a new opportunity ( a new market, country, area) & add a new kind of service. A new business idea that can be added to the business.
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2th lesson 11/02
Presentation 1: VM Sistemi SpA (Luca Peana)Luca Peana He is marketing manager VM Sistemi Spa
VM Sistemi SpaFounded in 1984Agencies in Feanza, HQ, Milano and RomeLimited company: 60 employees, 250 customers and 4500 users
Two main activities1. IT Unit: High Value Services
- High availability- Networking- Remote services management- Virtualization- Outsourcing- ….
2. ERP Unit: offers retail solutions- One for electrical branch- One for retail- Mechanic branch
Talea consulting: a VM Sistemi Start-upEIM: e.g. Document management & business process management projects -> found a vertical company of it
Job of Fabio as marketing manager He has many activities. ToolsThis are the tools he has to work with
- CRM solution - social bussiness platform for haring ideas in the company and working together
They also have the classical marketing tools like - a blog- social network page: they put their link in a personal page -> when you see the page
you see the personal link- email,…- Digital PR activities: important to have influence on networks: e.g. sometimes the
client search the service These are the first mix of tools, now they can think of the strategies
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StrategiesContent is the first thing to reach the mind of customers, the best way to communicate with the customer1. Identify the target: e.g. many targets -> so complicated
- IT business unit: first the CO, now the CIO2. Every target needs a different content, for us this can be expensive, but there is a solution a cross content: a multiple project touches every target of the business3. If we have the target and the content, we have to spread the content: here we have to choose all the channels that are available, to have a maximum communication The multi channel marketing mix is the right way for leading the customer, e.g. In the cloud service
“Huston we have a problem… in the cloud”Nobody buys cloud in Italy, this is strange. We try to do something about this.Nobody knows what it is.There are many questions, like…
- Is Italy ready for Cloud?- CIO’s are ready to invest in it?
Presentation 2: AIESEC BolognaWhat is it?International student organization, created by students and for students113 countries & 86000 members
MissionPeace & fulfillment of humankind’s potential by developing youth’s leadershipThey do this by 2 programmes: outgoing & incoming exchanges
In Italy, Aiesec had 19 local companies, Bologna is 1 of them.
It is a non-profit organization. Each product is an outgoing & incoming exchange.Under each vice president is a team leader. For each product they have a team leader who works with a team with maximum four students.
What do they offer students?In the organization, they offer team member TPM & team leader TML programs.With this programs you can develop a lot of skills: public speaking, selling skills, communication and leadership skills, team work, team management, time management… to make an impact on the society.
What do they offer to companies?They have a lot of global partners: ING, EF, PWC, UBS, Unilever,…
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Aiesec offers them a Program global talent: they offer a huge database of fresh graduated students from all over the world
- they provide the talent they need and they cannot find- the company choose Aiesec sometimes because they want the export workers
(internships) Aiesec follows up the interns during the internship : e.g. with accomodation,…
Presentation 3: Gerebros (David Santi) (no powerpoint)This is a company (not an agency) of 2 brothers that are architects of ‘spectacular communication’.
In this company, we put together 20 years of experience in show business. We are on stage, down stage, back stage,… we gained a lot of experience, that is no academic information. In the beginning of 2009 we realized we gained a lot of skills that are probably very unique in Italy. So we used this experience to found this company. We are not an agency, not service suppliers, but interpreters of the realizations of communications.
We solve communicative problems in a “spectacular” way. Spectacular is from the Latin word ‘spectacular’ that means ‘had to be seen’.
We deal with events, audiovisual and training. We try to put together the ‘know how’ with the ‘know-how to do’.It is not enough only to know how, you have also to know how to do.We offer to anyone info you cannot learn from a book, but experience.
We have a lot of serious clients:Adobe, Audi, Best Unicom, Citroën, Tnt, Toyota, …
On the page of ‘best practices’ on the website you can see what the company does: video productions, event productions, event conferences, B2B productions, TV shows, workshops, talk-shows, video/photo reportages,…
We do anything about events: from the start of the idea until the last point of the production. for example: event for Nespresso “Nespresso opening blue party”we had to paint with special effects all the walls blue. Suddenly there was a flash-vocal-mod, with 10 singers suddenly singing in the middle of the public. This was filmed by 7 camera’s spread across the room.
The 45 guys who made this event spend more then 2 months together.
TaskMake a marketing plan for the organization. Which are the marketing steps that a company like ours should do to let grow his earnings?(Door-to-door strategy is not a good strategy)So, how can I show my good work? The website is not enough.
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The year before there were 22 students who wanted to do a workshop with us, but no one survived.
Question of student: which are the difficulties that the companies have?We are not an agency, which has a clear path to follow. We cannot sell our agency at the time we grow up. We do ANYTHING. If we need an external skill, it immediately become ours.
We are a micro company. We wanted to have employees, but with the crisis it is not possible now. Our collaborators do not stay just for one project but work with us for more projects.
The best thing is to be an entrepreneur of yourself.
We are left and right brain; and if there is a bridge, the brain works. We try to identify the best skill to do this special thing. EG the suppliers from Nespresso.
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Presentation 4: Iscom E.R. (Marina Volpe)Marina is ER project manager. She helps to lead a small team. Her main task is helping with the development of the project plan and organizing and supporting the management services of small enterprises.
About us Iscom is the institute for the development of Trade and Tourism of the Emilia Romagna region.
- Promotes the development of human resources in the tertiary sector through training courses.
- Supports enterprises in Trade and Tourism- Gives assistance for the training programs- Offers advice
o in the management of enterprises improvement projectso in the implementation of experimental training programs for companies and
people looking for employment.
Iscom has 12 operational offices and helps them in planning the training programs.
Areas of activities- Training system in the institutions of the Emilia Romagna Region.- Training consultancy, by the planning of projects for business improvement - Direct activities of training, by the design and implementation of complex or
experimental interventions, - European Project Design and Consulting,- Implementation of the interventions eligible for funding.
The operating model of ISCOM E.R.
… for companiesIscom listens and recognizes the needs and requirements of all companies to which it is addressed. This allows to give training not "pre-packaged" but considering the specifics of each company
… and for peopleTraining for each person is a “bridge”, a time of transition from one state to anotherSchool workUniversity workWork work
Focus of European project AreaIn order to encourage and stimulate the growth and development of the structure, Iscom Europe is the tool of Iscom E.R. dedicated to the design and consulting of EU projects.
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The general objectives of the service are to:• Stimulate growth of territories, as indicated in the Europe 2020 Strategy• Support the internationalization of small enterprises • Inform stakeholders about funding opportunities that exist in the European sector• Build relationships (networks) with Italian and foreign partners.
EU Project Management = tool for mobilization of resources of an area. It helps to develop a European culture
The main activities of the area are:- Advising- Proposal ManagementDefinition of the abstract of the project; preparation and drafting of the project proposal; preparation of budgets, packaging and presentation of the proposal. - European PartnershipWe offer assistance in building a strong European partnership- Project ManagementWe provide assistance in the administration and management of the project and in the reporting activities to the European Commission.
The main sector of activity are:• Development in tertiary sector• Development of Human Resources• Employment, Social Affairs and Integration• Territorial and cross-border cooperation
Iscom E. R. is now involved in different projects in Romania, Albania, Moldova.
HomeworkA definition of ProjectEU says a project is a series of activities that clearly have specific objectives in a defined period of time and with a predetermined budget From idea to projectThe life cycle of the project begins with the identification of an idea to develop in a work plan.So...An European project • must be balance between the EU's political priorities and those defined in the project,• must meet the cross cutting issues of EU policies• must demonstrate sufficient knowledge of past experiences
Exercise: Researching of a call for proposal and drafting of an idea of project1. Refer to the Official Journal of the European Union, the web portal of the EU under “Loans and grants”, the agency websites, the sites dedicated and focus on Programmes like Horizon 2020, Erasmus plus.2. Choose a program and plann a project idea, describing the program's overall objective, the specific objectives of your project, the activities and expected results.
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Presentation 5: E.C.O. Italia Ecologically Considerate Oils (Enrico Coltelli)About the companyIt is a company of environmental friendly tribology specialists. Tribology is a science.Thet trade lubricants and greases. It is an important player on the Italian market.Later they also began to offer technical assistance and specialized consultancy. They give their staff permanent trainings.
The main partnership is with PANOLIN. They are specialized in ecological and technological lubrication.
In 2008 the company becomes E.C.O. Italia. E.C.O. stands for ecologically considerate Oils, to stress the awareness for the environment.
The company is dynamic, flexible and structured and satisfies the market’s needs. They are oriented toward environmental protection. They have specific technical skills.
Mission and values Sector innovation Technology Environmental prevention and sustainability Customer loyalty
ServicesFor customer satisfaction, they do
Preliminary study Product development Lubricant analysis & plans CO2 emissions calculation Logistical support
Market and productsThey operate in all sectors where there is a high investment in technology.Renewable sector industry and Oil&Gas is the biggest sector.They also want to develop in the earthmoving/manufacturers and municipal sectors.
They manage a 2 wheels marker and serve this segment to a BtoC service, thanks to a network of resellers.
Benefits of the products are Highest environmental care Best performance of machinery Cost reduction
Environmental protection
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They ensure a better protection on human health and environment. They created the EU Ecolabel.PANOLIN ECLS product line gets many awards for environmental protection.
Performance optimizationPerformance optimization is thanks to advanced technology and looking real needs.It is:
Wider range of temperature Longer life of components - > greater cost savings of spare parts Improved productivity
Cost-effectiveness Reduction of costs of charge replacement, labor costs, administrative and insurance
costs. Favorable price trend compared with petroleum products
SustainabilityE.C.O. Italia created the greenmachine and greenmarine. Their characteristics are
Biologically degradable They contribute to CO2 reduction They’re sustainable They maximize the technical performances of the machine
3th lesson 18/02
Presentation 1: Italiano InsiemeWho are weWe are a group of teachers with a Ditals certificate. This certificate allows you to teach Italian to foreigners.We have been teaching for years, and we decides to take a step forward, and to establish a company that is more strong. We wanted to teach in a more structured way, than the way we did before.
TargetOur target: everybody who wants to learn Italian: students, professionals, tourists… we have no specific target. We want to learn the Italian language and culture to everybody who wants. The courses can be given individual or in group.
MethodsWe try to use new learning methods. We try not only to let our pupils read a book or learn a grammar, but we want to give our pupils a whole experience.We adapt the learning method on each specific student, based on his or her needs.
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We try to tailor the methods on the person. Depends on which student is in front or you, on the needs of the students: e.g. sometimes we have a student who want to get a certificate, or sometimes we try to include the students in something we do as Italians,…
It is not only the face-to face interaction between teacher and students anymore, there are now so many methods to use. We use methods like go for a walk in the city and we use new technologies (e.g. Skype).
[email protected] way to contact new students: we try to create a new network, so we would be happy if you want to spread our idea.
Presentation 2: Balsamiq
Presentation Bickram Yoga“There are now in Italy 3 or 4 schools in this, but abroad there are maybe 200 I don’t have a lot of money to set up a room, so I change the way to provide class. It is not in somebody’s house. The brand is what I’m working on at the moment. In Italy there are only 2 studios provided this, so the market is open.I started studying the market, how it works on a technical and economic point of view. I use the instruments I already have. I organize workshops; I offer a package to clients. My conclusion is: never forget to use a business plan! This will lead you quicker to your goal.Do not consider failure as a bad thing. Stay focused on the goal.To get experience you can’t live life without failures. Failures are necessary to reach your goal.”
Presentation Balsamiq: 15 Ways to market a software tool1) Marketing must evolve along with the company
Without money you have to search other ways to do marketing. At the beginning, you’re product is still crappy. Than it is not bad to have crappy marketing, because otherwise everybody knows the product when it’s not yet evolved enough. When the product is growing in quality, the marketing also has to become better.
2) Inject yourself in the conversationAs I was looking for bloggers to contact, I found some posts/articles that were extremely relevant to what I was doing. So I add a comment on this posts, to inject myself in the conversation.This direct way to advertise is very successful. It allows you to contact people who are looking for you, for your solution to their needs
3) Donate your software, donate for reviewsI realized what a genius idea I was to give to bloggers. I said: if you write me, I give you my license, so than you can blog. After I said this, there were 800 blog posts about it. Then I decided to give 2 blog licenses: one for the bloggers, and one of the readers. So
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the niche market was fist crappy, but later it became a giant network with a lot of word-of mouth publicity. The licenses grew, and the contacts with companies grew.
4) Try to create evangelists5) Become a thought leader in your niche
If people look up to you for some reason, they try to do the same as you. I started blogging about everything (my day, revenue numbers,…) just because I had nobody to talk. But finally it turned out to be a marketing genius idea. Now I have interviews with a lot of people and everybody wants to know how I work.
6) Do Inbound MarketingYou start with ‘Give away marketing’: you give away useful stuff for free. Later people will come to you because you give it for free. They begin to like you. After a while you start asking a price for it.
7) The golden Puzzle/always be marketingThe golden puzzle is anything that someone writes public about your company that is not about your product (articles, twitter messages…).One day I made a change in my product and posted it life on the website. Unfortunately, it turns out that the software was broken. For this, people became really mad. But I fixed it immediately and wrote an apology. Someone red my apology, and shared it. Then people were really enthusiastic about my apology. So a bad thing turned out in something good.
8) Be so good they can’t ignore youLittle movie: Steve MartinIf you think about anything you do and you want to do it at the best, people can’t ignore you. Of course you cannot be the best in everything. But if people begin to copy your thing, it is good.
9) Customer service is the new marketingWe’re going to compete on customer service. We have the best customer service in our niche. Customer service/word-on-mouth is one of the most powerful marketing techniques.
10) UX is marketingIf your software is easy, fun to use and of good quality, than the product itself is good marketing. How we treat customers before and after they buy our product is also important.E.g. Before a customer buys a camera; he receives folders that are glossy, colorful, reader-friendly and compelling. But after they bought the camera, the manual seems plain, dull and black and white.So you disapoint the client
11) Google adwordsAdwords service gives you benefits to get on running your business, without wasting tims and budgets.
12) SponsorshipsThis is the way to tell the world we are the market leaders, and the rest is copy. This is branding. We sponsor a lot of events, websites, and so on.
13) RafflesWe send sometimes our one people to the conferences, but mostly we raffle them off.
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14) Demo VersionsAll software has a little trail. We have a version on our website that goes on for 5 minutes, than you get a message ‘if you want to but, pay …’We also embed these demo messages into other websites. In this way, we can spread our product.
15) It’s not about youIt is not about the ‘app awesome’ but about the ‘user awesome’.You don’t have to sho how awesome you are, but you have to look at what you can do to make your customers more awesome. In this way, you see some more opportunities to delight your customers.
HomeworkOther examples of other companies golden puzzles.
Presentation 3: SPIRO SpaSPIRO is a local development agency in Ferrara. Ferrara is a strategically located city for the industry of manufacturing and technologies.
MissionIt helps the development of manufacturing activities by giving land, equipped facilities and services for the enhancement of local recourses.
2 main sectors:- Infrastructure for enterprise settlement- Land and economic promotion
Activities2 kind of activities:First activity:
- Development of industrial sites and infrastructures for manufacturing activities- Development of premises for new enterprises- Regeneration of derelict industrial areas
Second activity:- Environmental and industrial enhancement- Coaching enterprises throughout the settlement process- Attraction of investments and promotion of the local area of Ferrara- Projects for local development
Attraction of investmentsSpiro developed an Industral Areas database to help enterprises to choose the most suitable local offer: availability and size of land parcels, logistical location and guidance in selecting incentives.
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European projectsThe projects where Spiro is involved in must help to the enhanccement of local economy, leave an impact on the territory and must enable Spiro to implement tools tailor-made to local enterprises.
Examples of projects:PITAGORA. Aim: better exploitation of ICT, within and between enterprises.MACC. Cross border center for restoration of modern art and architecture.
Their offerTheir mission was for many years closely linked with the need for ferrara’s economu of spaces and infrastructures.
Current activitiesRenewable energy and environmental sustainability
- Cultural ans creative industries- Service for bussines- Innovative reuse of abandoned spaces
TaskWhich are your proposals for the future of this type of company?In which sectors and/or activities in your opinion, we should invest?
Presentation 4: Special Video s.r.l. (Valeriana Ballardini)The Vision system is a quality control, looking for defects. The system may be similar to our perception. The tricky task is to make a computer think as a human brain. We all can tell where the defects are, but it is difficult to make a computer doing the same task.Every human brain is better than a vision system.
Contactless measurement doesn’t touch the product. This has some advantages: there are no shadows or reflections.
Robot guidance. We use the camera to find the object and transmit the objects.
Vision systemComponents
- camera- computer- software- hardware for lighting
And more important: a good recipe.
Technologies
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- 2d and 3d images- Grey level/color- Linear/array cameras
Vision system in colors: example. One color is blue, one brown. The natural of understanding of a color must be understand by the software.
Camera: linear device, we can pick up images composed as one
Special video history- Founded in 1993, following former experience in this field- Looking for a niche, vision for quality controls in the manufacturing industry- CUSTOM vision system- Based on off-the-shelf products
- We started with a partnership with Datalogic from 2004 (big company in Bologna)- This partnership with Datalogic provided some benefits
o e.g. sound managemento Budget account result measurement
Budget: I learned to use it in the last years. Try to see what will happen in the future and make a budget decisions based on that
o Transparency We need to know exactly what happens
A clear strategy:1) Understand customer needs2) Get a good image (technical challenge): the info must be already in the image. So we
need the most experienced people involved in the process. 3) Than image processing: most of out time is painting developing software4) Nice user interface (systems are to be used by customers, not by us): try to think as a
customer technician would think in their different niches
Marketing Issues Our marketing strategy
1) We rely on worthof mouth2) Cooperation with robot manufactures3) No direct advertisement4) No massive mailing: we have no catalogue, but we have experience and can be your
partner (that is our message)5) Website (from 2000 on)
Two kinds of customersOur task: understand the system beyond the product that the customer wants. That is why we have to talk to 2 people
1) End customers (most of them in Italy)2) Packaging or other machine manufacturers: only domestic customers, but most
vision system are abroad on machinery made by our customers
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We are a small company. We MUST follow closely our customers. So we cannot sell directly to the world, but remote assistance via high speed Internet allows us to follow vision systems.
Accountability issuesWe have no catalogue, no clear idea about what the productions cost are going to be.Most of the costs are in the prototypes.Making good offers is essential (not too expensive, not too cheap).Estimating software development time is the most critical issue.
We need reliable working-hour records: we must know what happened in the past and try to build on this experience to see what will happen in the future. We try to forecast in order to know if we are ready for the different activities. One of the most important critical issues is if the customers will be ready or not. This is an external error. So we have also external errors.
2010 2014 what changedTechnology
- robot guidance in 3D- Quality controls in linear scan cameras- Remote assistance
Market niche- High speed systems- Big company- More complex systems Our niche move from a small on big company on high, more complex, expensive
systems.
Presentation 5: Dismeco srl (Claudio Tedeschi)Claudio is a CEO of the company.
Dimesco is an important company. The company started in 1977.It was the first in Bologna dealing with recycling in electronic garbage. They recycle for example washing machines. They want to recycle TV, pc, and fluorescent lamps.They were the first company who was able to do this kind of in Italy.
They were the first company who made a brand about recycling and made a particular device to recycle. They received many ward from the European Parliament fort this project.They are the only brand that does recycling in this way. The EU parliament has organized their features.
Brogo ecologico project DISMECO – Confindustria This is the brand of the company
Restricted industrial area
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- 42000 sq. Meters of overall area- 10000 sq. Meters
Building 1He’s able to recycle 90% of all materials
- Large household and dispending equipment- IT: telecoms and customer equipment- Small household, tools, toys
Building 2- Tv/ monitors- Fridges and freezers
They built everything self. They bought machines of agencies from everywhere over the world
Building 3Other BuildingsBuilding 4: 2000Office buildingRizzoli cottage: DISMECO future events & education building
EC relight ProjectThe key objective: test & develop novel technologies in niche applications of fluorescent lamps recycling, to determine a cost effective means.Renewable energy. Ell the building are covered by photovoltaic roofs, since they are ecology oriented.
They want to reach also the educational and social side of life. So they make their recycling device also accessible for e.g. schools and jails. They are the only brand to meet the educational and social side.
They want also make a contribution to art.As entrepreneur they promote an art event that is each year. They make a limited edition of an art calendar. The photographer of the one of last year is one of 200 most famous photographers awarded.
Presentation 6: Mandarina DuckManager Web marketing: e-commerce web marketingWorking on e-commerce involves different tasks. You must work a lot on computer, always communicate online and watch sales, give orders to people who work under you and must have good problem solving skills.
Customer analysis: this is how many customers you have. It is your customer awareness- sale numbers give you a look at how good customers know your company- amount of followers on facebook- …
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4th lesson 25/02
Presentation 1: Ginger (Virginia Carolfi)Virginia is one of the co-founders of the company.
The teamThe team exists of 5 people. They all have different competences.
CrowdfundingThis is not a gold rush. It’s the attempt to make common people fund an innovative project. Crowd funding means collecting money.
Innovative & creative startupsStartups are a booming business. But sometimes a group or person has an idea but don’t know how to develop them. They have difficulties in tackling and expanding the target market. Crowd funding is to find out how people will react on the product.
Crowd fundingCrowd funding has a lot of activities like setting up a marketing campaign, doing a merketing test, give feedback, refine ideas,…
What is ginger? Local crowd funding!We do consulting. So you cannot just place your project on the website of Ginger and that’s it. You meet us before; than we help you to improve your product. We can collect money with you and also tell how you have to collect money.
ResultsThe successs rate is 50%. This is high in compare to ‘kick starter’ that has only 25%
Power to communitiesExamples of projects:
- Diogene is a small location in Modena province. They wanted 1000 euro more. Look for a niche and stick to it. Understand the niche and than ask for money.
- Concenrto cinematica. They do every year a festival of short films. They wanted to build a micro cinema. Ginger helped them with funding this.
Crowd funding in Bologna - Civic crowdfundingWe crowd fund the restoration of San Luca. It is the biggest collection of money we ever had. We use storytelling to convince people to fund the project.
Other examples: we help people that organize flash mobs and ask us to help to promote it, primary schools that have newspapers online and offline,…
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Taks:How about a web marketing strategy for Ginger?How can you make people like a project and fund it?
Presentation 2: Plan (Cesare Bentivoli)Cesare has a degree in law and a master in development of small companies.
Plan is a cooperative organization of senior professionals that has developed strong competences in the fields of organizational consulting, vocational training, executive coaching,…
Plan helps companies and public administration to develop the system and the possibility for people of have a good training. It means a lifelong learning.
Main activity is to work for the system, not directly with people. Specialized in designing and planning the training.
It is a group of consults. Each consults has is own customer. When a consult needs an expert, he or she uses a colleague.
Issues Main activity: develop organizations and competences, human resources, lifelong
learning. It is not only training, but also the way you select people, to make them grow, to pay them the right way, put them in the correct place and make them work together
After that they also organize training services and courses: vocational training policies, educational systems, development, learning organizations
Training services
Main projects: Specialized Master in Human Resources Management IQ Woman project – enterprises and female work quality to develop the position
of women in companies and develop management curricula in the company.
Equal ET – transition experiences to make people enter the labor market, even if they have some social problem (drugs, familiar problems,…) we develop the way to make them enter the labor market with trainings/
Training and Consultancy to support the project of Requalification of the national IAL CISL System
How to deal with the changes – ASL Bologna for people who are changing their job inside the company. E.g. First there where different blogs of surgery, now only one block. So a lot of people had to change and work with new people. We offer trainings to deal with these changes.
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A new bussines areaPlanLAB. They make trainings that are useful to get the right competences to work.
BET: Build (inside the courses you can build the competence), Experience (for single people to transfer their competence in their job), Try (we give the possibility to share experience in social networks. In this way they can try what other people have learning)
3 coursesBET on your Future
Sales management: skills to know how to sale Event management
BET on your Business: for entrepreneurs, managers, people who are already working to improve their skills in their business
Leadership New sales technique
BET on your Life: not only the competences for a job, but also or personal development: well-being competences
Self coaching Leader training with smile yoga
How?We follow the 4 P’s, and try to give more than the concurrence is giving. We try to communicate in the right way, to make people know us and to sell our product. We work to make our product sell online (video’s…)
TaskOnline market survey:
1. Which are the characteristics/differences of our competitors? - E.g. CTC companies with a lower price. You have to find them on Google: e.g.
write: self-coaching trainings (region Emilia Roma)2. What do they offer?3. Which are their plus and minus?4. SWOT analysis of the market, of the competitors. 5. Suggestions
SWOTStrength: which are the strength points of the competitors?Weaknesses: which are their weaknesses?Opportunity: which are the opportunities of the market (e.g. you can find that nobody in Bologna gives the opportunity to give self-coaching)?Threats: risks, if there are a lot of competitors, than it is possible that nobody wants to follow your course.
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Presentation 3: a chat to share (export manager)
ElenaTemporary Export Manager
Learning by doingWorked 10 years as self-employer4 years as technical director & sales manager assistant7 years as quality engineer.
Learning by sharingYou learn time-by-time, step-by-step
Self-employment: a responsible approach Carrying on our family business ….
1. Overtime is just time2. A good result is the one your customer is asking you now, set as he’ll like it tomorrow3. Finished means paid4. The more they have, the less they pay
A young company going global
Marketing strategies of the groupFocused on market development & product development
The company has made 2 changes:1. Merge with British company
Flexibility2. Different products on different markets
A multicultural environmentForeign colleagues & project managersForeign customers: it is better to take info in advance about customers nationality and culture Every nation has slightly differences that has to be taken in huge consideration.
“I was fired because the company where I worked was closing, and made a SWOT by myself, to find a job that is similar to the one I had. I wanted to find a job that suits to me, my personality and skills.”
Because of the crisis, the sales in Italy were decreasing but the export was growing.
In a SWOT you try to transform the threats into opportunities.
“In FORPIN they had an international marketing where they had courses for 1 year. I had two years: one to take the course and one to find another job. I had an internship period later on. I was been chosen by FORPIN itself.”
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TASKDo your own SWOT analysis.
Presentation 4: TecnotelaiThe main focus of the company is to sell industrial furnishings and office furnishings.Start of the company was 40 years ago in Bologna.
The company is not the producer, but we have a strong relationship with the 2 suppliers.They are able to catch customer’s needs and pass the info to our suppliers. In this way the suppliers can develop the products to the customer needs.
They sell every kind of industrial or office product you can imagine to find in a company, except machinery.
This are the questions that a company has to answer to set clear 1. Markets Analysis. Where to go?2. Company analysis & product strategy. Which offer?3. Swot analysis. Strong or weak?4. International competition. Against who?5. Promotion/distribution strategies. How to offer?6. Financial planning. Costs are effective but revenues are not, because you have to
estimate correctly the revenues you can count on.
Successful Bologna model: 30% direct clients & 70% distributors
Swot analysis1) Warehouse (products “ready”)2) Products Quality3) Know-how4) Reputation ( > Brand1) awareness)
1) Direct sales2) Products ‘turnover’3) Better perception of services offered
1) Transport delivery times2) Prices3) R&D production abilities
4) Economic products5) Low perception of products quality
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Task:Make a short analysis of our situation. Which could be the market model? It is necessary to rely to the SWOT analysis.
Presentation 5: CrinoCrino is a start-up company.Crino starts from a problem: the economic crisis.They want to concentrate on Bologna: on medium companiesTheir solution is made of 2 parts:1. the listening center2. the business counseling: we want to give advice
They follow a business model. They give good advice that can help the company to be a prosumer: a consumer and a producer
Marketing: a short SWOT analysis of our good and bad points.
Question of student: what is story telling? We simplify the problem of the company by writing a little story.
TaskInvent a new logo, image, idea… to represent Crino.
5th lesson 27/02
Presentation 1: SCS Consulting (Valerio Pancaldi & Eleonora Spinazzola)
SCS: Who are we?The company was founded in Bologna in 2011, by the merger of tree companies, operating for 20 years in field of professional consulting, training and HR development.
Now, it is team of more than 120 consultants, plus a consolidated network of freelance.
They deal on business consulting, people management and sustainability. They help clients to manage their business in a more profitable way.
They have no brand, but they are one of the ten most important consulting teams.
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What do we?There are 4 markets that SCS is structured in:
- manufacturing and retail- public administration- finance- utilities and transportation
SCS has 3 expertise areas: people management, CRS and client first. In every competence, the people have a very deep knowledge.
The scenery First there is a sort of discontinuity in customer’ purchase behaviors: reduction in
spending and technological innovations give new purchase possibilities.This is not a crisis. Now in Italy we live in a ‘different economic world’ not in a ‘crisis’.
The importance of territorialty (Glocal)
Competitive pressure of the increasing market
The cost cutting is finished now, they have no other things in we can cut any further. The company has only 1 point of investment: their client. This gives a new way to work. They have to look at customer value, change and communication.
Our missionLet’s restart from the customer!Key ideas:
- Integration, data culture for decisions- customer journey- experience management- engagement and new technology
IntegrationIt becomes more and more necessary developing some integrated monitoring systems in order to identify client’s peculiarities, criticalities and consequently start improvement processes.They can’t do just one analysis and ignore all the others, we have to have one image of the client. This is not a technological data problem. It is the construction of a character.
The approach to the integrated dashboard helps process development skillsProcess. It makes necessary the development of processes of collecting structured and shared dataOrganization It allows to make accesible all the info to different levels.Competences It increases the competence of interpreting each penomena.
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Key idea: to understand the customer journeyThe customer journey are all the traces the customer leaves during his contact points with the company.We have to study all these steps of the journey to answer the questions: does he come back? Does he promote? Does he drop?The problem is not only the satisfaction of the client, but more his loyalty. We have to make the client come back.
Key idea: the experience management The construction of a deep relationship with the brand goes through experiences
able to convey value and to contribute to determine a global perception of the company quality.
There is a strong link between the quality of a service paid out to a customer and the value creation of the brand in terms of profitability
Key idea: engagement…an example in retail areaPurchasing processes: combination of variables with which it declines the offer
- Choice of place to buy the good: in a store, online or different location- Packing: by the store, or by the customer- Pick up the good: in the store, home delivery, different location
all these things allows us to know the customer- info on where and when the customer buys- …
the company knows exactly who the customer is, using the Omni Channel strategy
“What we test is the quality of the service a brand offers, especially when there is a relationship. You do it in a different way: you act as a client, but you know exactly what you have to measure: lay-out of the store, competence, organizations,We build up a questionnaire with marks. What means a mark? You have to decide what every mark means (eg. dirty-very dirty-normal-clean-very clean…) You analyze all the data, numbers you have, and than you can see how the story is (in terms of lay-out, organization…). Than you can find a better solution to increase the profitability of the business.”
How can a client help you to give info about him, just looking to when or where he bought something?“If you know these things, you can develop some aspects, which you otherwise even did not consider.If you know exactly who you are, I can decide where to put your brand and in which way you have to develop your market”.
HomeworkDescription
Measurement of services level ono storeo utility brancho bank branch
How is it possible to involve a customer? Suggest new technologies and relationships
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Aim Best practice cases Valuating cases on:
o Costso Organizational impactso Capital formationo Business investmento Achievements
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