Bancale Boot B Unlimited Creativity
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Transcript of Bancale Boot B Unlimited Creativity
Crowdsourcing ExperienceCrowdsourcing ExperienceCrowdsourcing ExperienceCrowdsourcing Experience
IULM IULM IULM IULM –––– Master in Tourism Management Master in Tourism Management Master in Tourism Management Master in Tourism Management
Milan Milan Milan Milan –––– 20 I 201020 I 201020 I 201020 I 2010
OUR website
OUR marketplace
OUR mission
CreateCreateCreateCreate Search
If something exists we SEARCH. If not, need to CREATEIf something exists we SEARCH. If not, need to CREATEIf something exists we SEARCH. If not, need to CREATEIf something exists we SEARCH. If not, need to CREATE
By using By using By using By using crowdsourcingcrowdsourcingcrowdsourcingcrowdsourcing instead of traditional outsourcing instead of traditional outsourcing instead of traditional outsourcing instead of traditional outsourcing
in a borderless in a borderless in a borderless in a borderless &&&& meritocratic way.meritocratic way.meritocratic way.meritocratic way.
HOW ?HOW ?HOW ?HOW ?
Be THE Creative EngineBe THE Creative EngineBe THE Creative EngineBe THE Creative Engine
Problem
BrandBrandBrandBrand
1 Agency1 Agency1 Agency1 Agency
ContractContractContractContractBrandBrandBrandBrand
“Limited Creativity” :(“Limited Creativity” :(“Limited Creativity” :(“Limited Creativity” :(
2222ndndndndagencyagencyagencyagency
3333rdrdrdrdagencyagencyagencyagency
4444ththththagencyagencyagencyagency
PitchPitchPitchPitch
5555ththththagencyagencyagencyagency
Solution
Solution
BRANDSBRANDSBRANDSBRANDS(buyers of creativity)(buyers of creativity)(buyers of creativity)(buyers of creativity)
1111
Solution
BRANDSBRANDSBRANDSBRANDS(buyers of creativity)(buyers of creativity)(buyers of creativity)(buyers of creativity)
Write their creative Briefs on BootB.com Write their creative Briefs on BootB.com Write their creative Briefs on BootB.com Write their creative Briefs on BootB.com that can be read from each corner of the that can be read from each corner of the that can be read from each corner of the that can be read from each corner of the planet (14 languages :)planet (14 languages :)planet (14 languages :)planet (14 languages :)
1111
Solution
CREATORSCREATORSCREATORSCREATORS(Sellers of creativity)(Sellers of creativity)(Sellers of creativity)(Sellers of creativity)
2222
BRANDSBRANDSBRANDSBRANDS(buyers of creativity)(buyers of creativity)(buyers of creativity)(buyers of creativity)
Write their creative Briefs on BootB.com Write their creative Briefs on BootB.com Write their creative Briefs on BootB.com Write their creative Briefs on BootB.com that can be read from each corner of the that can be read from each corner of the that can be read from each corner of the that can be read from each corner of the planet (14 languages :)planet (14 languages :)planet (14 languages :)planet (14 languages :)
1111
(Sellers of creativity)(Sellers of creativity)(Sellers of creativity)(Sellers of creativity)
Solution
CREATORSCREATORSCREATORSCREATORS(Sellers of creativity)(Sellers of creativity)(Sellers of creativity)(Sellers of creativity)
2222
BRANDSBRANDSBRANDSBRANDS(buyers of creativity)(buyers of creativity)(buyers of creativity)(buyers of creativity)
Write their creative Briefs on BootB.com Write their creative Briefs on BootB.com Write their creative Briefs on BootB.com Write their creative Briefs on BootB.com that can be read from each corner of the that can be read from each corner of the that can be read from each corner of the that can be read from each corner of the planet (14 languages :)planet (14 languages :)planet (14 languages :)planet (14 languages :)
1111
(Sellers of creativity)(Sellers of creativity)(Sellers of creativity)(Sellers of creativity)Read the Briefs Read the Briefs Read the Briefs Read the Briefs &&&& post their creative post their creative post their creative post their creative proposalsproposalsproposalsproposals
Solution
CREATORSCREATORSCREATORSCREATORS(Sellers of creativity)(Sellers of creativity)(Sellers of creativity)(Sellers of creativity)
2222
BRANDSBRANDSBRANDSBRANDS
Choose and buys the Choose and buys the Choose and buys the Choose and buys the BestBestBestBest creativitycreativitycreativitycreativity
3333
BRANDSBRANDSBRANDSBRANDS(buyers of creativity)(buyers of creativity)(buyers of creativity)(buyers of creativity)
Write their creative Briefs on BootB.com Write their creative Briefs on BootB.com Write their creative Briefs on BootB.com Write their creative Briefs on BootB.com that can be read from each corner of the that can be read from each corner of the that can be read from each corner of the that can be read from each corner of the planet (14 languages :)planet (14 languages :)planet (14 languages :)planet (14 languages :)
1111
(Sellers of creativity)(Sellers of creativity)(Sellers of creativity)(Sellers of creativity)Read the Briefs Read the Briefs Read the Briefs Read the Briefs &&&& post their creative post their creative post their creative post their creative proposalsproposalsproposalsproposals
Solution
CREATORSCREATORSCREATORSCREATORS(Sellers of creativity)(Sellers of creativity)(Sellers of creativity)(Sellers of creativity)
2222
CREATORSCREATORSCREATORSCREATORSThe Best receives the The Best receives the The Best receives the The Best receives the BudgetBudgetBudgetBudgetappropriated by the Brandappropriated by the Brandappropriated by the Brandappropriated by the Brand
4444BRANDSBRANDSBRANDSBRANDS
Choose and buys the Choose and buys the Choose and buys the Choose and buys the BestBestBestBest creativitycreativitycreativitycreativity
3333
“Unlimited Creativity” ;)“Unlimited Creativity” ;)“Unlimited Creativity” ;)“Unlimited Creativity” ;)
BRANDSBRANDSBRANDSBRANDS(buyers of creativity)(buyers of creativity)(buyers of creativity)(buyers of creativity)
Write their creative Write their creative Write their creative Write their creative BriefsBriefsBriefsBriefs on BootB.com on BootB.com on BootB.com on BootB.com that can be read from each corner of the that can be read from each corner of the that can be read from each corner of the that can be read from each corner of the planet (14 languages :)planet (14 languages :)planet (14 languages :)planet (14 languages :)
1111
(Sellers of creativity)(Sellers of creativity)(Sellers of creativity)(Sellers of creativity)Read the Briefs Read the Briefs Read the Briefs Read the Briefs &&&& post their creative post their creative post their creative post their creative proposalsproposalsproposalsproposals
Recruit creative department
( From ( From ( From ( From 143143143143 countries countries countries countries :):):):)))))>>>> 18,000 18,000 18,000 18,000 ---->>>> 4444 SEGMENTSSEGMENTSSEGMENTSSEGMENTS
29%29%29%29%FreelancersFreelancersFreelancersFreelancers( living on their creative activity )( living on their creative activity )( living on their creative activity )( living on their creative activity )
> 40% top professionals
HOW? BootB targeted Professionals first.HOW? BootB targeted Professionals first.HOW? BootB targeted Professionals first.HOW? BootB targeted Professionals first.
ProfessionalsProfessionalsProfessionalsProfessionals
To reach all creatives around the Planet via gravity:To reach all creatives around the Planet via gravity:To reach all creatives around the Planet via gravity:To reach all creatives around the Planet via gravity:
ProfessionalsProfessionalsProfessionalsProfessionals
F r e e l a n c e r sF r e e l a n c e r sF r e e l a n c e r sF r e e l a n c e r s
C r e a t i v e T a l e n t sC r e a t i v e T a l e n t sC r e a t i v e T a l e n t sC r e a t i v e T a l e n t s
> 40% top professionals
Front:Front:Front:Front:
HOW? BootB targeted Professionals first.HOW? BootB targeted Professionals first.HOW? BootB targeted Professionals first.HOW? BootB targeted Professionals first.
1.1.1.1. Crawl Crawl Crawl Crawl or Fly?or Fly?or Fly?or Fly?
2. I create for 2. I create for 2. I create for 2. I create for no(l) oneno(l) oneno(l) oneno(l) one
3. Traditional3. Traditional3. Traditional3. TraditionalAgenciesAgenciesAgenciesAgencies
1.1.1.1.New YorkNew YorkNew YorkNew York2.2.2.2.Los AngelesLos AngelesLos AngelesLos Angeles3.3.3.3.Mexico CityMexico CityMexico CityMexico City4.4.4.4.San PauloSan PauloSan PauloSan Paulo
5.5.5.5.Buenos AiresBuenos AiresBuenos AiresBuenos Aires6.6.6.6.LondonLondonLondonLondon7.7.7.7.MadridMadridMadridMadrid8.8.8.8.BerlinBerlinBerlinBerlin
50 000 t50 000 t50 000 t50 000 t----shirts distributed in front of the 324 top agencies in the world, in 18 cities:shirts distributed in front of the 324 top agencies in the world, in 18 cities:shirts distributed in front of the 324 top agencies in the world, in 18 cities:shirts distributed in front of the 324 top agencies in the world, in 18 cities:
Back:Back:Back:Back:
8.8.8.8.BerlinBerlinBerlinBerlin9.9.9.9.ParisParisParisParis
10.10.10.10.Milan Milan Milan Milan 11.11.11.11.CairoCairoCairoCairo
12.12.12.12.MoscowMoscowMoscowMoscow13.13.13.13.Kuala LumpurKuala LumpurKuala LumpurKuala Lumpur
14.14.14.14.JakartaJakartaJakartaJakarta15.15.15.15.MumbaiMumbaiMumbaiMumbai
16.16.16.16.ShanghaiShanghaiShanghaiShanghai17.17.17.17.TokyoTokyoTokyoTokyo18.18.18.18.SidneySidneySidneySidney
14 14 14 14 Languages Languages Languages Languages covering the vast majority of the Planetcovering the vast majority of the Planetcovering the vast majority of the Planetcovering the vast majority of the Planet
Platform with unlimited geographical coverage
WESTERNWESTERNWESTERNWESTERN• EnglishEnglishEnglishEnglish
EASTERNEASTERNEASTERNEASTERN8. Russian8. Russian8. Russian8. Russian
Really an Really an Really an Really an unlimitedunlimitedunlimitedunlimited territory where BootB can create!territory where BootB can create!territory where BootB can create!territory where BootB can create!
• EnglishEnglishEnglishEnglish• SpanishSpanishSpanishSpanish• PortuguesePortuguesePortuguesePortuguese• FrenchFrenchFrenchFrench• GermanGermanGermanGerman• ItalianItalianItalianItalian• DutchDutchDutchDutch
8. Russian8. Russian8. Russian8. Russian9. Arabic9. Arabic9. Arabic9. Arabic10. Hebrew10. Hebrew10. Hebrew10. Hebrew11. Chinese11. Chinese11. Chinese11. Chinese12. Hindi12. Hindi12. Hindi12. Hindi13. Indonesian13. Indonesian13. Indonesian13. Indonesian14, Japanese14, Japanese14, Japanese14, Japanese
A truly worldwide online marketplace
CREATOR FromCREATOR FromCREATOR FromCREATOR FromFromFromFromFromFranceFranceFranceFrance RussiaRussiaRussiaRussiaAuchanAuchanAuchanAuchan
ItalyItalyItalyItaly UkraineUkraineUkraineUkraineAlpenliebeAlpenliebeAlpenliebeAlpenliebe
ItalyItalyItalyItaly ItalyItalyItalyItalyGraziaGraziaGraziaGrazia
KuwaitKuwaitKuwaitKuwait AustraliaAustraliaAustraliaAustraliaEloquenceEloquenceEloquenceEloquence
BRANDBRANDBRANDBRAND
DenmarkDenmarkDenmarkDenmark BelgiumBelgiumBelgiumBelgiumLegoLegoLegoLego
SwitzerlandSwitzerlandSwitzerlandSwitzerland BrazilBrazilBrazilBrazilUnicefUnicefUnicefUnicef
ForForForForItalyItalyItalyItaly
IndiaIndiaIndiaIndia
ChinaChinaChinaChina
DubaiDubaiDubaiDubai
WorldwideWorldwideWorldwideWorldwide
WorldwideWorldwideWorldwideWorldwide
USAUSAUSAUSA ItalyItalyItalyItalyDisneyDisneyDisneyDisney FranceFranceFranceFrance
ItalyItalyItalyItaly AustraliaAustraliaAustraliaAustraliaDisaronnoDisaronnoDisaronnoDisaronno
UKUKUKUK ItalyItalyItalyItalyClearasilClearasilClearasilClearasil
RussiaRussiaRussiaRussia USAUSAUSAUSAAbrauAbrauAbrauAbrau----DursoDursoDursoDurso
The NetherlandsThe NetherlandsThe NetherlandsThe Netherlands
WorldwideWorldwideWorldwideWorldwide
WorldwideWorldwideWorldwideWorldwide
USAUSAUSAUSA ItalyItalyItalyItalyDisneyDisneyDisneyDisney FranceFranceFranceFrance
ItalyItalyItalyItaly UKUKUKUKBuongiornoBuongiornoBuongiornoBuongiorno IndiaIndiaIndiaIndia
USAUSAUSAUSA JapanJapanJapanJapanPlaytexPlaytexPlaytexPlaytex FranceFranceFranceFrance
TurkeyTurkeyTurkeyTurkey ChinaChinaChinaChinaKoch GroupKoch GroupKoch GroupKoch Group RussiaRussiaRussiaRussia
ItalyItalyItalyItaly GreeceGreeceGreeceGreeceMemopalMemopalMemopalMemopal WorldwideWorldwideWorldwideWorldwide
UKUKUKUK SpainSpainSpainSpainEMI MusicEMI MusicEMI MusicEMI Music WorldwideWorldwideWorldwideWorldwide
SwitzerlandSwitzerlandSwitzerlandSwitzerland IndonesiaIndonesiaIndonesiaIndonesiaCreomCreomCreomCreom RussiaRussiaRussiaRussia
ItalyItalyItalyItaly RussiaRussiaRussiaRussiaBulgariBulgariBulgariBulgari WorldwideWorldwideWorldwideWorldwide
FranceFranceFranceFrance EgyptEgyptEgyptEgyptCDPCDPCDPCDP CISCISCISCIS
A truly worldwide online marketplace
CREATOR FromCREATOR FromCREATOR FromCREATOR FromFromFromFromFromFranceFranceFranceFrance RussiaRussiaRussiaRussiaAuchanAuchanAuchanAuchan
ItalyItalyItalyItaly UkraineUkraineUkraineUkraineAlpenliebeAlpenliebeAlpenliebeAlpenliebe
ItalyItalyItalyItaly ItalyItalyItalyItalyGraziaGraziaGraziaGrazia
KuwaitKuwaitKuwaitKuwait AustraliaAustraliaAustraliaAustraliaEloquenceEloquenceEloquenceEloquence
BRANDBRANDBRANDBRAND
DenmarkDenmarkDenmarkDenmark BelgiumBelgiumBelgiumBelgiumLegoLegoLegoLego
SwitzerlandSwitzerlandSwitzerlandSwitzerland BrazilBrazilBrazilBrazilUnicefUnicefUnicefUnicef
ForForForForItalyItalyItalyItaly
IndiaIndiaIndiaIndia
ChinaChinaChinaChina
DubaiDubaiDubaiDubai
WorldwideWorldwideWorldwideWorldwide
WorldwideWorldwideWorldwideWorldwide
USAUSAUSAUSA ItalyItalyItalyItalyDisneyDisneyDisneyDisney FranceFranceFranceFrance
ItalyItalyItalyItaly AustraliaAustraliaAustraliaAustraliaDisaronnoDisaronnoDisaronnoDisaronno
UKUKUKUK ItalyItalyItalyItalyClearasilClearasilClearasilClearasil
RussiaRussiaRussiaRussia USAUSAUSAUSAAbrauAbrauAbrauAbrau----DursoDursoDursoDurso
The NetherlandsThe NetherlandsThe NetherlandsThe Netherlands
WorldwideWorldwideWorldwideWorldwide
WorldwideWorldwideWorldwideWorldwide
USAUSAUSAUSA ItalyItalyItalyItalyDisneyDisneyDisneyDisney FranceFranceFranceFrance
ItalyItalyItalyItaly UKUKUKUKBuongiornoBuongiornoBuongiornoBuongiorno IndiaIndiaIndiaIndia
USAUSAUSAUSA JapanJapanJapanJapanPlaytexPlaytexPlaytexPlaytex FranceFranceFranceFrance
TurkeyTurkeyTurkeyTurkey ChinaChinaChinaChinaKoch GroupKoch GroupKoch GroupKoch Group RussiaRussiaRussiaRussia
ItalyItalyItalyItaly GreeceGreeceGreeceGreeceMemopalMemopalMemopalMemopal WorldwideWorldwideWorldwideWorldwide
UKUKUKUK SpainSpainSpainSpainEMI MusicEMI MusicEMI MusicEMI Music WorldwideWorldwideWorldwideWorldwide
SwitzerlandSwitzerlandSwitzerlandSwitzerland IndonesiaIndonesiaIndonesiaIndonesiaCreomCreomCreomCreom RussiaRussiaRussiaRussia
ItalyItalyItalyItaly RussiaRussiaRussiaRussiaBulgariBulgariBulgariBulgari WorldwideWorldwideWorldwideWorldwide
FranceFranceFranceFrance EgyptEgyptEgyptEgyptCDPCDPCDPCDP CISCISCISCIS
ATL (mass)ATL (mass)ATL (mass)ATL (mass)ADVERTISINGADVERTISINGADVERTISINGADVERTISING
• LogoLogoLogoLogo• PackagingPackagingPackagingPackaging• GraphicGraphicGraphicGraphic
• Direct MarketingDirect MarketingDirect MarketingDirect Marketing• Sales PromotionsSales PromotionsSales PromotionsSales Promotions
DESIGNDESIGNDESIGNDESIGN
• TVTVTVTV• WebWebWebWeb• PrintPrintPrintPrint
BTL BTL BTL BTL (targeted)(targeted)(targeted)(targeted)ADVERTISINGADVERTISINGADVERTISINGADVERTISING
• ConceptsConceptsConceptsConcepts• NamingNamingNamingNaming• EntertainmentEntertainmentEntertainmentEntertainment
SPECIFICSPECIFICSPECIFICSPECIFICCREATIONCREATIONCREATIONCREATION
4 main 4 main 4 main 4 main categories categories categories categories ::::
Why to use BootB: creative services
• GraphicGraphicGraphicGraphic• POSMPOSMPOSMPOSM• WebWebWebWeb• IndustrialIndustrialIndustrialIndustrial• InteriorInteriorInteriorInterior• FashionFashionFashionFashion
• Sales PromotionsSales PromotionsSales PromotionsSales Promotions• PRPRPRPR• EventsEventsEventsEvents
• PrintPrintPrintPrint• OutdoorOutdoorOutdoorOutdoor• RadioRadioRadioRadio• CinemaCinemaCinemaCinema
• EntertainmentEntertainmentEntertainmentEntertainment• MultimediaMultimediaMultimediaMultimedia• Viral AdViral AdViral AdViral Ad• VideoVideoVideoVideo• PhotoPhotoPhotoPhoto• IllustrationIllustrationIllustrationIllustration
For any marketing challenge where For any marketing challenge where For any marketing challenge where For any marketing challenge where creativitycreativitycreativitycreativity is the key success factoris the key success factoris the key success factoris the key success factor
BETA Testing - key figures
Creators Creators Creators Creators >>>> 18,00018,00018,00018,000
From countries: From countries: From countries: From countries: 143143143143
Growing Trend :Growing Trend :Growing Trend :Growing Trend :
2000
4000
6000
8000
10000
12000
14000
16000
18000
Pitches:Pitches:Pitches:Pitches:85858585
Total Pitched budget:Total Pitched budget:Total Pitched budget:Total Pitched budget:$588,000$588,000$588,000$588,000
Average number of Average number of Average number of Average number of Solutions posted:Solutions posted:Solutions posted:Solutions posted:185185185185
Average Pitch investment:Average Pitch investment:Average Pitch investment:Average Pitch investment:$7,400$7,400$7,400$7,400
Average number of Solutions kept ( in brief :)Average number of Solutions kept ( in brief :)Average number of Solutions kept ( in brief :)Average number of Solutions kept ( in brief :)27%27%27%27%
0
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-07
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OUR creative process
IN : IN : IN : IN : 185185185185
GOOD
IN : 5-10
OFFLINE
OUTSOURCING
ONLINEONLINEONLINEONLINECROWDSOURCINGCROWDSOURCINGCROWDSOURCINGCROWDSOURCING
GOODGOODGOODGOOD50505050
OUT : OUT : OUT : OUT : 1111OUT : 1
GOOD3
( More probability to find the( More probability to find the( More probability to find the( More probability to find the BIG IDEA :)BIG IDEA :)BIG IDEA :)BIG IDEA :)))))
Value proposition - Synthesis
+ Creative sources+ Creative sources+ Creative sources+ Creative sources
---- CostsCostsCostsCosts
+ Flexibility+ Flexibility+ Flexibility+ Flexibility
100 %100 %100 %100 %
In synthesis : In synthesis : In synthesis : In synthesis : Bureaucracy CreativityBureaucracy CreativityBureaucracy CreativityBureaucracy Creativity
+ Diversity+ Diversity+ Diversity+ Diversity
+ Speed+ Speed+ Speed+ Speed
---- CostsCostsCostsCosts 100 %100 %100 %100 %
ONLINEONLINEONLINEONLINE
Creativity crowdsourcing: a web revolution
Growth
rate
Conditions for becoming Conditions for becoming Conditions for becoming Conditions for becoming a web revolution:a web revolution:a web revolution:a web revolution:
o “Crisis” of the industry“Crisis” of the industry“Crisis” of the industry“Crisis” of the industryMarket curve Market curve Market curve Market curve
Exponential growthExponential growthExponential growthExponential growthAuctions:
Ebay
e-commerce:
AmazonTourism:
Expedia
Web Mail/
Portal:
Yahoo
����
Life
cicleWeb revolutionWeb revolutionWeb revolutionWeb revolution
NewNewNewNewParadigmParadigmParadigmParadigm
Creativity
Crowdsourcing:
BootB
Search Engine:
Social Network:
Online Videos:
YouTube
RESULT: Paradigm shift !RESULT: Paradigm shift !RESULT: Paradigm shift !RESULT: Paradigm shift !
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o First move advantageFirst move advantageFirst move advantageFirst move advantage
o ONline superior efficiencyONline superior efficiencyONline superior efficiencyONline superior efficiency
o Marketplace potentialMarketplace potentialMarketplace potentialMarketplace potential
Creativity crowdsourcing:
BootB
! ! ! ! & ????
Thanks for the attention Thanks for the attention Thanks for the attention Thanks for the attention !!!!
Ready 2 hear your questionsReady 2 hear your questionsReady 2 hear your questionsReady 2 hear your questions[ pl.bancale @ BootB.com ][ pl.bancale @ BootB.com ][ pl.bancale @ BootB.com ][ pl.bancale @ BootB.com ]
Thanks for the attention Thanks for the attention Thanks for the attention Thanks for the attention
????
!!!!