strategic planning

STRATEGIC

PLANNING

C i n t i a D o g u k a n V a l e n t i n o

Cintia Dogukan Valentino Strategic Planning

WHO CANHELP ME TOSETTLE DOWNIN BCN?

I want to study in Barcelona.


Persona

24 year oldFrom ChinaCHAN LEE

Finished the Animation and graphic design

Living with his parents, he speaksmandarin and English.

Basic socio-demographics

CharacteristicsHe is spent his parents moneyShy personDid not face big problemsNever live alone

ProblemsWants to make masterLanguage barrierDon't know Barcelona



Scenario

Chan is finished the bachelor and he is looking for master program in Europe.

Then he finds a master program in Barcelona.

Scenario


He tries school service but they have some communication problems.

He gives up to searching.

He apply for school and they accept him.He starts to look for a house.But he has no idea about Barcelona.

Scenario


When Chan arrives Barcelona he directly goes to hotel.It is quite expensive.During this days he wants to search for a house.

First he looks for Loquo, he finds good apartment andthey are from the owner

He finds very good apartments with very good prices.He send a mail to them.

Scenario


However; the house owner trick him.When Chan send a mail they said that send me the first month money then I send you the keys.

Chan trust this man and send the money.The keys never come.Then Chen learns that, some people are tricks the foreigner

Scenario


Also the food of Barcelona is make bad to Chan stomach.He can not go out because he don’t now any place. Chan is very sad and he has to extend the hotel also.He could not find any house.

On the other hand he is looking for to take NIE at the same time he wants to open bank account.In the Banks nobody is speaking English

Scenario


Then he search for real estates.He calls 2 real estate agency and they are showing very bad houses with high price for Chan, and their service is slow.He lost many money and also he gives money to real estate.

Chan needs help before he came to Barcelona.He lost extra 1.200 euro for the housing and hotel.

Scenario



Value Webfor Chan when he came to Barcelona


Value Web for Chan

Objective and Goal

Provide servicesthat makes the firstcome foreigners’ lifein Barcelona easier


Inte

rnal

Orig

inEx

tern

al O

rigin

Strengths Weaknesses

We speak 4 different languages:English, Spanish, Chinese, TurkishWe understand what they needWe have experienceWe have enough connectionsWe can do it faster that themWe know how long dose it take

We are not SpanishLanguages barriers

Most of the people only speak Spanish in BCNThe service in Barcelona is badMany fraud in BarcelonaApplying NIE in Barcelona in quite complicatedPeople want to find a well known companyOnline websiteNo direct competition

Competitors such as real estatePeople don’t trust a small company in SpainReal estate agencies, schoolsDiffuclties of finding trustable local students or workerDifficult to find home to consumer needGoverment slow working system

Opportunities Threats


SWOT - New service for foreigners in Barcelona

Opportunities Threats

Inte

rnal

Orig

inEx

tern

al O

rigin

Strengths Weaknesses

We are not SpanishLanguages barriers

Most of the people only speak Spanish in BCNThe service in Barcelona is badMany fraud in BarcelonaApplying NIE in Barcelona in quite complicatedPeople want to find a well known companyOnline websiteNo direct competition

Competitors such as real estatePeople don’t trust a small company in SpainReal estate agencies, schoolsDiffuclties of finding trustable local students or workerDifficult to find home to consumer needGoverment slow working system


We speak 4 different languages:English, Spanish, Chinese, TurkishWe understand what they needWe have experienceWe have enough connectionsWe can do it faster that themWe know how long dose it take

AnalysisSWOT - New service for foreigners in Barcelona


Trend Analysis

Past Present

No networkHuman workFew communicaton

NetworkTranslatorTelephone

Technology

Market

People

Culture

Business

Exchange goodsDepends on trustDangerous hostels

Didn't pay for servicePeople did everything by themselvesThey spent time to do itPaying a lot of money

No service culturePeople helpedSmaller villagesProtected home

Real estates, hotel, hostelOnline serviceGuiding companiesPay for professional serviceLawyer

No knowledge (government issues, country, internet, NIE)Afraid of paying too muchPeople don’t want to waste time

Service became important for businessNeed more professionalLanguage barrierTime is money

Service is considered a businessReal estate making moneyGoverment working too slowPeople don’t trust the direct contact owner in Barcelona

No Professional service business

Future

Huge networkNavigation system guide people to do things good

One company to do anythingService for everythingOnline service

Without service, they can not standProfessional needPersonal service oriented

Service became culture of every peopleEvery service has a payoffEveryone have internetMore personal service

Service has become a bigger marketMore machinesPeople more service-orientedGovernment issues through internet

Trend map of foreigners that come to Barcelona to study or work

Past Present

No networkHuman workFew communicaton

NetworkTranslatorTelephone

Technology

Market

People

Culture

Business

Exchange goodsDepends on trustDangerous hostels

Didn't pay for servicePeople did everything by themselvesThey spent time to do itPaying a lot of money

No service culturePeople helpedSmaller villagesProtected home

Real estates, hotel, hostelOnline serviceGuiding companiesPay for professional serviceLawyer

No knowledge (government issues, country, internet, NIE)Afraid of paying too muchPeople don’t want to waste time

Service became important for businessNeed more professionalLanguage barrierTime is money

Service is considered a businessReal estate making moneyGoverment working too slowPeople don’t trust the direct contact owner in Barcelona

No Professional service business

Future

Huge networkNavigation system guide people to do things good

Service oriented companiesMulti-service companiesOnline services

Without service, they can not standProfessional needPersonal service oriented

Service became culture of every peopleEvery service has a payoffEveryone will have internetMore personal service

Service has become a bigger marketMore machinesPeople more service-orientedGovernment issues through internet

AnalysisTrend map of foreigners that come to Barcelona to study or work

Trend map of foreign students that come for study / work Analysis

Online service



People don’t want to waste time



Personal service oriented



Market Analysis

Public/massservices

Personalservices

High price fee

Low price fee

Tourism agencies

Market Positioning Map for new service


We are here

Public/massservices

Personalservices

High price fee

Low price fee

Tourism agencies

Market Positioning Map for new service


Personal services for a reasonable price.

We are here

Analysis

Existi

ng M

arke

t

Existing Capabilities

New

Mar

ket

New Capabilities

Market & Capabilities Positioning Map for new service


Real estate agenciesOnline booking hotelsOnline forumsLawyersInternet searchers

Existi

ng M

arke

t

Existing Capabilities

New

Mar

ket

New Capabilities


Foreigners are coming to study or work to Barcelona.

Start-up a multi-services company for foreigners in Barcelona.

Real estate agenciesOnline booking hotelsOnline forumsLawyersInternet searchers

Market & Capabilities Positioning Map for new service Analysis

Opportunity Space of EasyBCN


Government

Lawyers

Banks

Real Estate

HotelsHostels

Mobil Phone

We are here

Rivalry

MediumCompany

providing services to foreigners

(students/workers)

New EntrantsHigh+ Developing of real estates+ Schools’ hospitality service+ Online social networks+ Services are growing

SuppliersMedium+ Real Estates+ Hotels+ School+ Government

SubstituteHigh

+ Online booking+ Social networks

+ Online forums/blogs+ Schools accommodation

+ Developing of network system

CustomersMedium

+ Arriving foreigners

+ Foreigner students

+ Foreigner workers

Porter’s 5 forces


New EntrantsHigh+ Developing of real estates+ Schools’ hospitality service+ Online social networks+ Services are growing

SuppliersMedium+ Real Estates+ Hotels+ School+ Government

SubstituteHigh

+ Online booking+ Social networks

+ Online forums/blogs+ Schools accommodation

+ Developing of network system

CustomersMedium

+ Arriving foreigners

+ Foreigner students

+ Foreigner workers

Porter’s 5 forces

Rivalry

MediumCompany

providing services to foreigners

(students/workers)

Analysis



Solution Criteria

Solution Criteria


1. Our company should take advantage of the lack of people oriented services in Barcelona and differentiate from the existing company.

Solution Criteria


2. Our company should take advantage of the high percentage of foreigner population in Barcelona.

Solution Criteria


3. Our company has the opportunity and must promote itself as an all in one service company which makes the arrival to Barcelona easier and without worries.

Solution Criteria


4. Our company must provide on/off line service for clients all over the world.

WEKNOWWHATYOUNEED

Innovation Types

Finance Process

BusinessModel Networking

EasyBCN is one agency providing service to the first come foreigners in Barcelona.

EasyBCN has the knowledge and experience in:- NIE application process- Open bank account- Obtain mobile phone- Searching for apartment

Relationship with universities, government, real estate agency, etc…

EasyBCN collaborate with some real estate agency, we will follow up and make sure they providing high quality of service. Staff can speak bilingual or more language to make sure the communication with client and the service provider is perfect.

EnablingProcess

CoreProcess

EasyBCN providing online customize service even before you come to BCN to make sure everything is settle before you arrive. We will also follow up what is your needs after you arrived.


Innovation Types

Offerings Delivery

ServicePerformance

ServiceSystem Service Channel Brand

UserExperience

+ Online+ Quick+ Organize+ Clear+ Multi-service

1. Clients find us2. Sign in3. Define their criteria / require (Pricing, service)4. Schedule5. Confirm / pay6. We provide service

+ Internet / online+ Collaboration with school/universities+ Google search+ Tourism agency+ Online forum+ Social networks+ Cloud computing+ Facebook adv.

+ Saving time+ Good price+ Safety+ Guide/guiding+ Good communication

+ Arrange accommodation with real estate agency+ Arrange a temporary hotel or hostel+ Restaurant data base+ Touristic places data base+ Map: hotel, government building, restaurants, and touristic places + Booklet: emergency telephones (police, fireman, etc)+ Basic translation dictionary: other language to Spanish+ Lawyer’s contacts+ Banks information


Business Model

Innovation Type - Finance


EasyBCN is a one stop agency that providing service to the first come foreigners in Barcelona.

Core Process

Innovation Type - Process


EasyBCN providing online customize service even before you come to Barcelona to make sure everything is settle before you arrive. We will also follow up what is your needs after you arrived.

Offline Service

Information

Registration

Customization

Payment

Accommodation

Government/NIE

Lawyers

Banks

Phone/Internet

Arrival

Before After

Online Service

Innovation Type - Process

Service system

• 1. Clients find us• 2. Sign in• 3. Define their criteria / require (Pricing, service)• 4. Schedule• 5. Confirm / pay• 6. We provide service

Innovation Type - Offerings


EasyBCN provide a on/off line service for foreigners. We care about the online service before you come to Barcelona, we make a schedule and online list of needs which make our clients can customize their require and needs.

Channel

Collaboration with schoolsInternet/onlineGoogle search

Tourism agencyForum

Facebook Could computing

Innovation Type - Delivery



Solution

Solution


+ Help our clients to save their time

+ Provide a good price

+ Safety and trustable consuming experience

+ Guide/guiding

+ Good communication

We provide multi-services that makes the first come foreigners’ life in Barcelona easier

Solution


+ Arrange accommodation with real estate agency

+ Arrange a temporary hotel or hostel

+ Restaurant data base

+ Touristic places data base

+ Map: hotel, government building, restaurants, and touristic places

+ Booklet: emergency telephones (police, fireman, etc)

+ Basic translation dictionary: other language to Spanish

+ Lawyer’s contacts

+ Banks information

Service Components


Value Web

Value Web before


Value Web after



Concept

Concept

Concept


(Persona)

+ Arrange accommodation with real estate agency

+ Arrange a temporary hotel or hostel

+ Restaurant data base

+ Touristic places data base

+ Map: hotel, government building, restaurants, and touristic places

+ Booklet: emergency telephones (police, fireman, etc)

+ Basic translation dictionary: other language to Spanish

+ Lawyer’s contacts

+ Banks information

Road map

Road map


Conclusion

Conclusion


Experience (picture)

thanks!

gracias!tesekur ederiz!

多謝 !


strategic planning

Business

food of barcelona

chan stomach

scenariowhen chan

bcnthe service

school service

real estatepeople dont

timewithout service

value webfor chan