LE MAT - a social brand and franchise system

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Social Franchising workshop - SUGENOVA - 14th April 2011

and to travel, discover, live,participate and promotesocial entrepreneurs’communities

steps, components and tools

to produce inclusion andempowerment

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from stigma (brand)

to brand

The steps

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THE MADMAN, THE DISABLED……

the special experiences and abilities don’t acquire the full rights ofcukture and social citizenship and become a VALORE

The steps

UNLESS….

different, unproductive, moody,useless, dangerous, strange,unpredictable…

The step towards reclusion …isvery short, always!

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Different experiences, point of views,

eyes and abilities

Elements and Values

no organization can renounce to all that!

The steps

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THE STEPSSO LET’S BECOMEENTREPRENEURS

to invest abandoned ressources andunused abilities

to include and innovate

to make money, to beindipendent, to invest inthe projects we liketo practice democracy,phantasy and power

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THE STEPSAND THAN LET’S COMMUNICATE…..

to tell the stories of our enterprises, to “contaminate” the rigid cultures ofseparation, to exit from the limited spaces of assistance or productivity

HOTELS,

RESTAURANTS,

BEACHES,

PUBLIC ANDOPEN PLACES

To become visible, to do a nice job and to

MEET OTHER PEOPLE

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….to be proud, to belong, to share…..

THE STEPS

to REPLICATEAnd not to forget

The steps, the components, the necessary tools

a presence to attractattention, to stir up theLUST…..

ASIGN

A BRAND

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OFFICINA LE MAT – BARI – 17 FEBBRAIO 2011

THE STEPSDISTILLATION and BRANDING

Many different

substances create a

new mixture…they

have different boiling

points….the different

components

analyse….and

slowly….

Creatingidentity andimage

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THE COMPONENTS

A brand is the identity

of a specific product, service or business.

It affects the personality

of a product, company or service

A legally protected brand name

is called a trademark.

THE NAME

Easy to pronounce and to remember

Easy to recognize

Suggesting references to the mission

Attracting attention

To be distinguished from the competitor

That can be registered

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Not easy standards to respect

THE COMPONENTS

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THE COMPENENTS

THE PERSONS

Their ideas

Their projects

Their uniqueness

The co-operators

Theproducers

Thetravellers

The hoteliers

Come on stage…

Their fragility

The social entrepreneurs

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THE COMPENTS

The organization of the work and of the firm

…rules, tools to include, to build capacities, favour carreers

TRANSPARENCY

INFORMATION

How can every point of view have a value?

TIME

…a learning organization….continuously transforming

How can you learn to participate and to decide?

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THE COMPENENTS

The territoryThe

Landscape

Meaningful relationships

The locali LE MAT - systemsTo include and give value to the many stories, products and producersi

Participating actively in the local planning andthe development models of local communities

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”We immagined our guests, tired when arriving, desiring relax and welcome and curious to discover wheretheir travelling has brought them. We used our phantasy and designed our rooms, the colours on thewalls, the floors, the coverlets…and than we started to smell the fragrance of the fresh flowers, of the fruitand the bred of our LE MAT breakfast…

THE COMPONENTSThe most comfortable beds

I prezzi congrui

Every LE MAT is special and unique…and the prices are fair

The accessible reception

LE MAT SIGN

wireless

The special places LE MATBestBreakfast

with LOCAL PRODUCTS

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THE COMPONENTSThe traveller and all it’s special needs

A very important person

A collaborator

To discover and know well

To be involved

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THE TOOLS

• Le Mat - the franchising process• Le Mat - the organization• Le Mat - the Hotel• Le Mat - The Hostels• Le Mat - the local touristic systems• Le Mat - budget and business plan• Le Mat - accessibility, furniture etc• Le Mat - comunication and selling• Le Mat - traing

THE LE MAT MANUALS

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THE TOOLS

The Kit to personalize the affiliation process1) Collecting the entrepreneurial story/stories

and the inclusion processes2) Self evaluation3) The architectual project and the collective

planning4) The entrepreneurial, managerial and

professional training processes5) The exchange visits6) Marketing and selling - learning by doing7) Our webside 2.0

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THE TOOLSThe personalized Manual and the Quality Card

THAT UNIQUE LE MAT

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THE TOOLS

COMMUNICATION and MARKETING LE MAT

1) www.lemat.it2) The social networks3) The video spot Le Mat4) FAIRS5) The guest book LE MAT6) The Le Mat story telling7) The Le Mat events8) The Le Mat maps9) The merchandizing Le Mat…and MANY OTHER

THINGS

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THE TOOLSThe franchise system

THE TRAVELLERSAssociations - Institutions- single travellers - tribes

THE CONSORTIUMBoard of DirectorsMembers’ Assembly

Promotion and SupportInstitutional Relationships

THE TECNICALSTRUCTURE

AffiliationTrainingControl

Communication

THE FRANCHISEEMembers and not members

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LE MAT - members of the CONSORTIUMABN - ConsorzioA very big Consortium of social co-operatives involved in LE MAT through Passepartout – Network for responsible tourism in UMBRIAALICEThe social co-operative Alice works in the field of agriculture in the area of TUSCIA (VT) in the Region LAZIO. They manage small accomodations.ANDALAS DE AMISTADE - ConsorzioAndalas is a small consortium of social cooperatives in the north of Sardinia.ASS.NE LE MATLe Mat – Association starter the history of LE MAT. Today the association is a network of LE MAT travellers and friends and member of AITR.AZALEAItʼs a very big social cooperative in VERONA managing 2 Hotels and cooperating with Planet Viaggiatori Responsabili. Together with other actorsthey developed Rotte Locali - Fair Tourism in Verona.COOPFONDItʼs a society managing the money co-operatives of Legacoop give to a special co-operative development fund. They gave risk capital to LE MAT.EXPLORANDOItʼs a co-operative promoting sustainable tourism in Apulia. Many small organizations work together with them.ECOEco Culture e Viaggi is a small co-operative in Sicily, Polizzi Generosa working on local legal development together with libera terra ad addio pizzo.IL NODOIn Tuscany a quite interesting social co-operative working in many different fields towards inclusion.IL POSTO DELLE FRAGOLEFor us itʼs NUMBER 0 LE MAT. A small social co-operative where all of us learned and still learn a lot. In TRIESTELAVORO E INTEGRAZIONEItʼs an association of professionists in Lombardy able to do planning and European projects. They help us in finding innovation money!LIGHT - ConsorzioItʼs a big Consortium in Lombardy partecipating through INNESTO a social co-operative working on innovative development in a small valley.PROGETTO LIGURIA LAVORO - ConsorzioItʼs a Consortium of social co-operatives in Liguria, 8 big co-operatives working towards inclusion. They manage many museums and now also theHotel SUGENOVA.SAN LORENZOA quite big social co-operative in Sulcis Inglesiente, in Sardinia with many activities. Now starting to work in tourismTANDEMItʼs a social co-operative working on behalf of accessibility and tourism for all. They work all over Italy but there place is in ROME.

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LE MAT’s SPECIAL PLACES in ITALY

Tenute Gucciardi

Hotel Gran Can

Il Posto delle Fragole

Rifugio Casanova

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The Le Mat Trademarkin Sweden

Common name, commonbrand, common future

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Villa Vägen ut! is spreading through social franchising – Göteborg, Säve, Örebro and Sundsvall

• A community

• The form varies

• Knowledge transfer

• More social enterprisescan be started

• Handles the competitionbetter

Social franchising

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Le Mat Sweden - Accoglienza

• Inspired by and incooperation withLe Mat Italy

• Two entrepreneurialteam – Karlstad andGöteborg

• Established byVägen ut!, Solacoopand Coompanion

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The brand and franchise system LE MAT

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LE MAT

LE MAT - a social brand and franchise system

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