PSSD FINAL SYNTHESIS STUDIO PS2 - Better Futures
Group OTTO Agosto, Boz, Da Re, Joshi, Lenna, Massimi
Riccardo Agosto
TEAM
Swareena Joshi
OTTO
Oguz Boz
Marco Da Re
Chiara Lenna
Claudia Massimi
The service Untold will help Milanese citizens between 16 and 30 years old who love mystery and brief but impactful storytellings by providing digital interactive contents available in AR telling secret and mysterious stories hidden around the city,
UNTOLD | Better Futures
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RESEARCH EVIDENCES
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URBAN SPRAWL
MULTI CULTURALISM
PLACE MAKING
Decline in community distinctiveness and cohesiveness
Growing interational population, changing frequently
Connecting people and places, to give value to neighbourhoods
SENSE OF BELONGING
DIFFUSE ENTERTAINMENT
Young millennials want to connect and feel a sense of belonging to the city and district they are living in
Lack or centalization of activities for the young generation
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How may we help young millennials in feeling more engaged and connected to the city and neighbourhood where they live in?
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ENVISIONING THE FUTURE The relationship between citizens and the city goes beyond common places.
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The city is a polyhedral setting where stories, cultures and places are worthy of being discovered and known.
Citizens are active spokesmen of the city in a never-ending exploration of the urban context.
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UNTOLD | Better Futures
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VISION
Every place has a story to tell. Every story is worthful to be lived.
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VISION
Every place has a story to tell. Every story is worthful to be lived.
UNTOLD | Better Futures
MISSION
Bring to life the hidden stories of people’s everyday life places, generating culture from the unexpected.
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UNTOLD OFFER
MIXED REALITY ENTERTAINMENT »
HIDDEN STORIES of the city about secrets, mysteries and legends
AUGMENTED REALITY ARTWORKS by selected digital art creators
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UNTOLD OFFER
MIXED REALITY ENTERTAINMENT
REWARDS & GAMIFICATION »
REAL VOUCHERS discounts and special prices for shops
STORIES UNLOCK after each story discovered
IN-APP AWARDS badges and trophies collection
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UNTOLD OFFER
MIXED REALITY ENTERTAINMENT
REWARDS & GAMIFICATION
CITY EXPLORATION »
DISCOVERY alternative paths
CO-OP explore with friends and share the experience
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VIDEO
UNTOLD APP Untold Stories
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UNTOLD APP Untold Stories
UNTOLD x Better Futures
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UNTOLD APP
REAL VOUCHERS
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UNTOLD APP IN-APP AWARDS REAL VOUCHERS
Badges Trophies
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UNTOLD APP IN-APP AWARDS REAL VOUCHERS
STORIES UNLOCK
Badges Trophies
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OUR STORIES
The process of creation
STORY RESEARCH
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OUR STORIES
The process of creation
STORY RESEARCH
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LOCATION INSPECTION
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OUR STORIES
The process of creation
STORY RESEARCH
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LOCATION INSPECTION
BRIEF TO STUDENTS
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OUR STORIES
The process of creation
STORY RESEARCH
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LOCATION INSPECTION
BRIEF TO STUDENTS
STORY DESIGN
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OUR STORIES
The process of creation
STORY RESEARCH
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LOCATION INSPECTION
BRIEF TO STUDENTS
STORY DESIGN
SELECTION & REFINEMENT
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OUR STORIES
The process of creation
STORY RESEARCH
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LOCATION INSPECTION
BRIEF TO STUDENTS
STORY DESIGN
SELECTION & REFINEMENT
STORIES RELEASE
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OUR STORIES
Guidelines for creators
PLOT OF THE STORY B&W FILTER ON REALITY LANDSCAPE FORMAT GLITCH EFFECT 3D ANIMATION
BRIEF TO STUDENTS
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THE
DEVIL
COLUMN
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OUR STORIES
Guidelines for creators
TONE OF VOICE
ARUN THE GUIDE
INTERACTION
BRIEF TO STUDENTS
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ECOSYSTEM
USERS
local explorers new-comers city-life commuters tourists
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ECOSYSTEM
local associations & communities local shops cultural & art centres story writers (books & blogs)
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students
LOCATIONS & STORIES SEEKERS
DIGITAL ART CREATORS USERS
universities professional schools freelance digital artists
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ECOSYSTEM shops & businesses brands museums & exhibition organizers
IT SERVICE PROVIDERS
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MARKETING PARTNERS
POLICY MAKERS
LOCATIONS & STORIES SEEKERS
DIGITAL ART CREATORS USERS
Municipality
PRIVATE BUILDING OWNERS
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AR IN CITIES Simple animation of elements
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AR IN CITIES
Info with text layer
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AR IN CITIES
Navigation guide
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AR IN CITIES
Visual location awareness
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UNTOLD AR VALUE How we differentiate
GEO-BASED AUGMENTED REALITY
NARRATIVE-DRIVEN AUGMENTED REALITY
A picture from a test of the 3D models and interaction.
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INTERACTIVE EXPERIENCES
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COMPETITORS New ways of discovering the city
DRAMATRÀ Città in scena
Dramatrà is an association that wants to rediscover the souls of places and make live again forgotten stories, telling the city, its streets, its museums, but also parks, suburbs and industrial realities. To do all this, they use theater, a powerful medium that allows us to create a strong emotional bond with the spaces and the stories told.
UNTOLD | Better Futures
QUESTO
City Exploration Game By following clues and solving puzzles, Questo helps you discover new places around hidden stories. These are all part of what we call a ‘city game’, a mission of discovery that teleports where you’re the main character. Available in +50 cities in 15 countries.
SECRET CITY TRAILS A service to preserve the authenticity of cities and promote awareness of cultural heritage by taking the user on a journey beyond the main tourist hidden, local, secret and lessknown spots, following in the footsteps of local game creators.
SCOPRENDO MILANO Scoprendo is a project that was born in Milan in 2013 with the aim of telling the city between past and present. They have years of Milanese cultural associations and theatrical performances with a historical theme in collaboration with the History and Narration association.
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COMPETITORS Use of AR/VR technology
MAUA
CITY CHALLENGE AMSTERDAM
An open-air and diffuse museum outside the center of Milan, which includes over 50 works of street art animated with virtual contents accessible through augmented reality.
An innovative city game with exciting challenge on the most beautiful locations of the city center of Amsterdam. The game is guided by an iPad and played in teams of 2-4 players. The challenges combine the real and virtual world thanks to the use of techniques like interactive GPS, object recognition and AR.
Museo Arte Urbana Aumentata
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ADVENTUROUS CO Adventurous takes families on augmented reality adventures through their neighborhood while interacting with live actors.
YOU ARE LEO A guided tour to live late 15th century Milan through the eyes of Leonardo Da Vinci thanks to an art historian and an audiovisual virtual reality experience.
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OUR POSITION Discovery services
33
READY TO USE
55
2 2
FOR TOURISTS
FOR LOCALS 4
4 6 6 1
8 8
BOOK IN ADVANCE
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7 7
1
DramatrÃ
2
Questo
3
Secret City Trails
4
Scoprendo Milano
5
MAUA
6
City Challenge
7
Adventurous.CO
8
You are Leo
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OUR POSITION
Discovery experiences 33
GAMIFIED 7 2 2
5 6
PHYSICAL
VIRTUAL
1 5 8 4 TRADITIONAL TOUR
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1
DramatrÃ
2
Questo
3
Secret City Trails
4
Scoprendo Milano
5
MAUA
6
City Challenge
7
Adventurous.CO
8
You are Leo
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BUSINESS MODEL CANVAS VALUE
PROPOSITION
Explorative entertainment Know better your city, through augmented reality experiences
Rewards
Redeem vouchers from our partnerships
Foster arts and community Give value to local associations, culture and new artists
Local marketing
Link the brand to the local space and culture, and gain new customers
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BUSINESS MODEL CANVAS VALUE
CUSTOMER RELATIONSHIPS
PROPOSITION
Explorative entertainment
Untold App
Know better your city, through augmented reality experiences
Foster arts and community
Link the brand to the local space and culture, and gain new customers
CHANNELS App
Social Media
Word Of Mouth (local communities)
Brick and Mortar (businesses)
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who would love to know more about their city who would like to discover new place when they reach the city
Redeem vouchers from our partnerships
Local marketing
Local explorers
City-life commuters
Rewards
Give value to local associations, culture and new artists
CUSTOMER SEGMENTS
New-comers
who arrive in the city and need to start a new life
Tourists
who want to explore in an unexpected way
Businesses
that want to deepen their culture
in the city
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BUSINESS MODEL CANVAS KEY PARTNERS Universities
VALUE
KEY ACTIVITIES Scouting stories and locations
Explorative entertainment
Scouting talents
Professional Schools
for AR contents
Know better your city, through augmented reality experiences
Local communities
Signing partnerships
Rewards
for adv and branded contents
Municipality Main partners for vouchers and for ads Local businesses
KEY RESOURCES Stories and location database AR designers community
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Untold App
Give value to local associations, culture and new artists Link the brand to the local space and culture, and gain new customers
Stories and location
App development and maintenance
AR artists selection
Marketing campaigns
Partnerships deals
Employers wages
Local explorers
who would love to know more about their city who would like to discover new place when they reach the city
Foster arts and community
Local marketing
CUSTOMER SEGMENTS
City-life commuters
Redeem vouchers from our partnerships
Local communities and partnerships
COST STRUCTURE
CUSTOMER RELATIONSHIPS
PROPOSITION
CHANNELS App
Social Media
Word Of Mouth (local communities)
Brick and Mortar (businesses)
REVENUE STREAMS
Percentage on redeemed vouchers
New-comers
who arrive in the city and need to start a new life
Tourists
who want to explore in an unexpected way
Businesses
that want to deepen their culture
in the city
In-app purchase or a set of stories
In-app businesses positioning
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REVENUE STREAMS
USERS IN-APP PURCHASE
BUSINESSES ADV
STORY DIRECT UNLOCK
STORIES SERIES UNLOCK
DISCOUNT PERCENTAGE
LOCATION ON NAVIGATOR
0.29€ x STORY
4.99€ x SERIES
5% x VOUCHER
0.09€ x EXPOSURE
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MARKET
Milan as starting point
» 25 » 86 » 90% = 270.000 People living in Milan, between 16 and 34 years old [25%], using internet apps on their smartphones [86%] and who are interested in entertainment services, in secrets and mysterious stories [90% from interviews] - general interest
POTENTIAL MARKET
For more details: 8-UNTOLD_Case-Example.docx page 4-5
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MARKET
Milan as starting point POTENTIAL MARKET
» 37,5% Targeted users of potential market who would use the service often [from interviews] - extreme interest
AVAILABLE MARKET
FIELD RESEARCH RESULTS HOW MUCH WOULD YOU USE THE SERVICE?
34.4%
Many times a week
65.6%
Few times a month UNTOLD | Better Futures
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MARKET
Milan as starting point POTENTIAL MARKET AVAILABLE MARKET
» up to 100% in 5 years, based on marketing and recognition of the service.
SERVED MARKET
after the launch, with a growth of 20% per year. For more details: 8-UNTOLD_Case-Example.docx page 7
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MARKET
Milan as starting point POTENTIAL MARKET AVAILABLE MARKET SERVED MARKET
PENETRATED MARKET
» 70% = 65.000 Targeted users of served market who would spend money in-app
FIELD RESEARCH RESULTS
6
1
2 5
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4
8 3
WOULD YOU SPEND MONEY IN-APP AND HOW?
25.0%
15.6%
7.8%
1.6%
17.2%
9.4%
6.3%
17.2%
Premium app Unlock series
Unlock more AR headset
Extra contents
Never pay Group OTTO
REVENUES
REVENUES
2020
2021
2022
2023
2024
28.255,48 €
167.272,49 €
718.695,84 €
1.576.902,78 €
2.648.398,82 €
Costs and Expenses
- 114.900,00 €
- 195.957,00 €
- 275.400,00 €
- 302.100,00 €
EBITDA
- 86.644,52 €
- 28.702,51 €
443.295,84 €
1.274.802,78 €
- 11.000,00 €
- 12.500,00 €
- 12.500,00 €
- 97.644,52 €
- 41.202,51 €
215.397,92 €
Depreciations & Amortizations
NET EARNINGS
UNTOLD | Better Futures
- 14.000,00 €
630.401,39 €
- 247.625,00 €
2.400.773,82 € - 14.000,00 €
1.193.386,91 €
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NET INCOMES
3.000.000
2.000.000
1.000.000
0
- 1.000.000 2020
UNTOLD | Better Futures
2021
2022
2023
2024
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NET INCOMES
3.000.000
Breakeven Point JULY 2022
2.000.000
1.000.000
0
- 1.000.000 2020
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2021
2022
2023
2024
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FINANCIAL NEED
Initial investment to launch
» - 182.888,32 €
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ROADMAP
Untold expansion
MILAN 2020
2021
January
September
Set-up of the company, and beginning of the actvities.
0
Stories
Startup
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April
September
Launch and test of the BETA platform with inhouse produced stories.
of stories in collaboration with universities.
Release of batch two of stories in collaboration with universities.
5
20
40
Stories
Pilot
Stories
Launch
Stories
Pre-seed
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ROADMAP
Untold expansion
TURIN
+
ROME
NAPLES
+
FLORENCE
2022
2023
April / September
April / September
second batches of stories in Turin and Rome.
second batches of stories in Naples and Florence.
160
360
Stories
Hotspots
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Stories
Hotspots
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ROADMAP
Untold expansion
AN EYE ON EUROPE 2024
GENOA + BOLOGNA + VENICE
*
2025
*depending on 2024
April / September second batches of stories in Genoa, Bologna and Venice.
560
Stories
Seed/Series-A
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720
Stories
Diffusion
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THANK YOU!
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And now... are you ready
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