Crowdsourcing Experience Crowdsourcing Experience Crowdsourcing Experience Crowdsourcing 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 2010 20 I 2010 20 I 2010 20 I 2010
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Boot B Unlimited Creativity Crowdsourcing Experience 2010 01 20
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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
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)
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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)
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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
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 )
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:
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:
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
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!
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
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%
( 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 :)))))
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