1. presentation Co-Creando start-up | the best of MADE IN project Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 1 of 56

2. presentation_ 2 parts Co-Creando | a research and design start-up. Business idea. Business plan the best of MADE IN | a multi-actor web platform. Project background. Project description Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 2 of 56

3. presentation PART 1 Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 3 of 56

4. co-creando_ business idea [ Research & Development ] + Design Co-Creando is a research and design consultancy that helps companies compete in Italy and, through its global network, in emerging countries like Brazil, Russia, India, China and the Middle East. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 4 of 56

5. co-creando business plan_ AWARD New Creative and Innovative Businesses 2006 Co-Creando’s business plan came joint 3rd out of 577 entrants in Milan City Council and Milan’s Chamber of Commerce bi- annual competition to sustain the creation and growth of new creative and innovative businesses in Milan and provinces. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 5 of 56

6. co-creando_ Business Idea Solutions for new product/service development Co-Creando develops research and design activities to support companies in new product and service development. Nowadays research and design is necessary in almost all industrial sectors in the face of competition and global markets. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 6 of 56

7. co-creando_ Business Idea Solutions to foster growth Co-Creando offers solutions to foster growth by adding value to companies’ products and services, and by developing strategic partnerships through research and design. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 7 of 56

8. co-creando_ Business Idea Solutions to enhance social and environmental responsibilities Co-Creando is strongly committed to orienting companies and organisations towards social and environmental responsibilities. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 8 of 56

9. co-creando_ Business Idea innovative participative approach to work Co-Creando develops its activities through an innovative participative approach to work, by which research, design thinking and creativity are applied to businesses and situations through collaboration among a network of researchers, designers, users, academic partners, business representatives and other stakeholders. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 9 of 56

10. co-creando_ Business Plan Services Market Objectives Strategies Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 10 of 56

11. co-creando_ Services Co-Creando for companies Co-Creando for Society Co-Creando for Environment Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 11 of 56

12. co-creando_ for companies new product/service development solutions: 1 Researching new materials, new technologies, and future trends in the company’s product/service sector. 2 Redesigning company products and services to improve their aesthetic, emotional, functional, ergonomic and interactive qualities. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 12 of 56

13. co-creando_ for companies 3 Designing new products, services and communication tools to respond to new trends and dissatisfied consumers’ needs. 4 Designing new products and services for emerging markets, taking into consideration socio-cultural differences. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 13 of 56

14. co-creando_ for companies 5 Creating synergies between Italian companies and those in emerging markets to reduce production costs and create opportunities and partnerships in new product and service development. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 14 of 56

15. co-creando_ for society Elderly and Disabled Well-Being Co-Creando offers solutions and develops new products and services to improve the quality of life of the elderly and disabled through field research and user-centred design. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 15 of 56

16. co-creando_ for society Empowerment Projects in Developing Countries Co-Creando develops empirical research and designs products, services and communication tools to empower local entrepreneurs, micro-enterprises and industry clusters in developing countries: Designing multi-actor platforms. Designing networks of relationships. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 16 of 56

17. co-creando_ for environment Eco-Sustainable Products and Services solutions for the analysis, development, and communication of eco-sustainable products and services: Designing eco-sustainable products and services (LCD) Developing tools and guidelines to assist companies in the design and development of eco-sustainable products and services. Evaluating product and service environmental impact and development of eco-efficient guidance. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 17 of 56

18. co-creando_ for environment Sustainable Territorial Development Co-Creando develops empirical research and collaborates with communities and organisations to enhance sustainable territorial development: _ Sustainable exploitation of local resources, products and production techniques. _ Participation and co-design to address local communities’ problems and challenges. _ Participation in and promotion of sustainable procurement. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 18 of 56

19. market_ macro sector The market of product development services Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 19 of 56

20. market_ macro sector TREND A growing market in Italy according to recent studies. MOTIVATION: many companies are often outsourcing one or more parts of their R&D activities. The R&D relative to new product development activities are particularly relevant. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 20 of 56

21. market_ needs Innovate through research and design (lack of necessary competences) Individuate new opportunities and collaborate with emerging markets (lack of necessary contacts/network) examples Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 21 of 56

22. market_ geographical area Italy Emerging countries where the network members are located. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 22 of 56

23. market_ clients Each one of the 3 services offered has its own clients group. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 23 of 56

24. market_ clients co-creando for companies SME of several industrial sectors: Home and accessories Fashion and accessories Medical products Food and beverage Etc. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 24 of 56

25. market_ clients co-creando for society_ Elderly and Disabled Well-Being SME of several industrial sectors Service providers co-creando for society_ Empowerment Projects in Developing Countries Developing countries micro enterprises Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 25 of 56

26. market_ clients co-creando for environment_ Eco-Sustainable Products/services SME of several industrial sectors SME clusters co-creando for environment_ Sustainable Territorial Development Local institutions and associations Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 26 of 56

27. market_ competitors No direct competitors Several indirect competitors Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 27 of 56 participative exercise

28. co-creando_ objectives Become a leading research and design consultancy in Italy and in emerging markets Enhance social and environmental sustainability Produce a growing economic income Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 28 of 56

29. co-creando_ strategies Competitive strategies Marketing strategies Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 29 of 56

30. co-creando_ strategies Competitive strategies research and design services distinct from those offered by our indirect competitors: Design-oriented research (R&D +creativity applied to businesses) Opportunities in and partnerships with emerging markets Academic partners Very specific internal competences Affordable costs for SME and micro enterprises Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 30 of 56

31. co-creando_ business plan The economic part of the business plan will not be presented. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 31 of 56

32. presentation PART 2 Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 32 of 56

33. best of MADE IN_ web platform (in progress) the best of MADE IN is a multi-actor web platform that objectives are to enhance the value of local products and skills, and empower local artisans from Brazil, India, Columbia, Italy and the Middle East.. HOME & ACCESSORIES. FASHION & ACCESSORIES Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 33 of 56

34. best of MADE IN_ AWARD Milano in Progress 2007 The best of MADE IN project was presented during the Milano in Progress 2007 competition. It came joint 1st among 19 selected creative and innovative businesses from Milan. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 34 of 56

35. best of / MADE IN_ WWW.MADEIIN.COM Project background Project description Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 35 of 56

36. best of / MADE IN_ project background The idea intuition The idea evolution The idea transformation Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 36 of 56

37. background_ the idea intuition signals + trends + facts Intuition Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 37 of 56

38. background_ the idea Idea testing Production of several apparel and accessories prototypes in India. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 38 of 56

39. background_ the idea Testing results Interesting margins of profit. New Indian embroidery technique discovered. It will permit fashion designers to develop new designs. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 39 of 56

40. background_ the idea evolution Research phase in collaboration with Academic partners in Brazil and Colombia Internships in Italy Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 40 of 56

41. background_ the idea evolution Second testing Meetings with local producers and fashion brands managers to discuss the possibility of starting future collaborations. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 41 of 56

42. background_ the idea evolution 2 PROBLEMS High financial risks Severe/strict quality control: selection of perfect pieces and rejection of all the others Against fair trade Abuse of local producers Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 42 of 56

43. background_ the idea transformation Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 43 of 56 Local producers = providers Local producers = partners Fashion & Home brands Fashion & Home brands Consumersco-creando web platform B2B & B2C co-creando co-creando local consultants

44. descritpion_ the platform ACTORS Co-Creando Local crafts producers and micro enterprises Fashion and home brands (B2B) Consumers (B2C) Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 44 of 56

45. descritpion_ the platform ROLES | Co-Creando Platform manager Service provider (design, research and facilitation services) Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 45 of 56

46. descritpion_ the platform ROLES | Local crafts producers and micro enterprises Platform partners Managers of their own web section (profile, products, operations) Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 46 of 56

47. descritpion_ the platform ROLES | Fashion and home brands (B2B) & Consumers (B2C) Platform clients Responsible of their own sections (profile, selected products archive, purchase operations) Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 47 of 56

48. descritpion_ the platform Tools for partners | Communication tools Publish company profile Publish selected products and products’ assortments Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 48 of 56 co-creando will deliver design services in this case.

49. descritpion_ the platform Tools for partners | information tools Trends Best practices Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 49 of 56 co-creando will deliver research and design services in this case.

50. descritpion_ the platform Tools for partners | collaboration tools Co-create special collections Co-exhibit Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 50 of 56 co-creando will deliver facilitation services in this case.

51. descritpion_ the platform Tools for clients | e-shopping tools View products Place orders Follow-up operations Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 51 of 56 co-creando will deliver quality control services in this case.

52. The platform_ Added values to co-creando services All the services offered through the platform has been delivered since co-creando start in September 2006. The best of MADE IN project is a means to add values to our services offer. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 52 of 56

53. The platform_ Enhance sustainable development Sustainable exploitation of local artisans and micro enterprises’ skills, products and production techniques. Empowerment of local artisans and micro enterprises. Contribute to preserve local crafts’ cultural heritage. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 53 of 56

54. The platform_ Promote fair trade Promote fair trade through improving local artisans’ and micro enterprises’ access to information, communication, collaboration and business on ICT platforms. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 54 of 56

55. The platform_ Create innovation Offer co-creando services to a wider market through a new model of collaboration based on open source/wiki concepts and economy. Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 55 of 56

56. THANK YOU Fatina Saikaly Co-Founding Director | Co-Creando | www.cocreando.it fatina.saikaly@cocreando.it Lecture | 27.11.2008 | Master in Strategic Design | POLI Design | Politecnico di Milano | 56 of 56