Enactive

Join the crowd

a project bySalvatore Iaconesi

Ivan Minutillo

Enactive

Salvatore Iaconesi is a robotics engineer, artist, hacker, interaction designer

is a business ecosystem for crowdfunded, ubiquitous, cross-media communication campaigns

The Team

Ivan Minutillo is a concept & web designer

The end of the mass, the beginning of a mass of subjectivities.The pain

Transformation from advertising to communication and a

view of the territory as an Operating System to be used and per-

formed by active citizens.

Producer

user

advertising communication

ProdUSER

user

A massive love affair between the web and physical spaceThe pain

Enhance the connection between online spaces and physical ones, both on a conceptual level and on a pragmatical one. Let there be a continuous flow of information, communication, in-teraction, collaboration and interconnection between the digital and analog worlds.

Abundance of intermediaries, lack of real tools, absence of accessible, inclusive business ecosystems.

The pain

Business ecosystem is beyond marketplace, as it combines a digital space for encounters between offer and demand, as well as a set of tools and opportunities for expression and intercon-nection, allowing subjects to define their own roles, desires, aes-thetics, ethics and views on the world.

The two faces of 12 june 2011 ReferendumExample

Web

facebook pages wordOfMouth

tweet

forum

blog

video

photos

link

Urban

flyerconcerts

conferences

public sit-in

urban art

10 easy steps in the life of an ubiquitous digital ecosystemSolution

0) the Ecosystem comes to life

1) Web Advertising Brokers put web space up for auction

2) Urban Advertising Brokers put urban advertising space up for auction

3) Skill Providers (visual, multimedia, print...) put their talents up for auction

4) the Initiator has an idea for a campaign on social, political, ecologic, artistic, ethical planetary/local issues, using web, billboards, augmented reality, location based...

5) a campaign concept is assembled and...

6) Backers support it ($$$) because they share values and visions

7) contributors create the visuals and contents of the campaign

8) if the needed money is assembled the campaign takes place: the web, cities and augmented reality are filled with the message!

9) money is divided among service, space, skills providers, pledge and the ecosystem gets a small percentage fee

10) communication is not the same anymore :)

SolutionWhat

CAMPAIGN

BUY

ADVERTISINGCLIENT

SERVICE

SELL

TECH SKILLS(gfx, design,animation,programming, copywriter...)

SPACE

SELL

WEBSITES

SPACE

SELL

ADVERTISINGBROKER(web)

SPACE + SERVICE(in a city)

SELL

ADVERTISINGBROKER(urban)

THESYSTEM

%

%

%

%

%

CAMPAIGN

INITIATOR

CROWD FUNDING

BUY

SERVICES

ACTIVIST SKILLPROVIDER

CONTRIBUTORS

CONVERSATIONALWEB BANNERS

BILLBOARDS INCITIES + QRCODES

INTELLIGENCE

BUSINESSINTELLIGENCE

SELL

INFO DISCLOSURE

BUSINESS CROWD

OUTPUTS

PersonasMarket niche

activist users(bloggers - activists-

forum admin-artists ecc)

strong focus

focus

medium focus

Legendlow focus

Users that buy/sell on the webinternetusers

users socially interested in( regular reader of: forum - blog - online journal, ecc)

how do we make money

Profit

usersuggest

campaign

web urbann $ m $

Goaldescription

costs

web urban

Start the Campaign

Goal

fee on campaigns for Advertising Clients

small fee on the sale of tech skills, websites space, web and urban advertising broker revenues

sale of intelligence, cross-media/ubiquitous analytics

Business to Consumer | Consumer to Business | Business to Business | Consumer to Consumer

Value

Backersfund campaign

Initiator

suggests

Activist skillprovider

implements

PRODUSERS

pledge

websites | wiki | blogs

advertising broker (urban)

advertising broker (web)

open position | services

BUSINESS

Planetary issues, planetary active participation, local action, ubiquitous discussion

Value

produsers

produsers

produsers

produsersprodusers

produsers

produsersprodusers

produsers

produsers

produsersprodusers

produsers

produsers

campaign

produsers

produsers

produsers

produsersprodusers

produsers

produsers

produsers

We’re different!

Business proposition

We're different from our competition because we:

- offer a complete cross-media, ubiquitous solution- we enact a business ecosystem- we enable communication campaigns which seamlessly inte-grate web and urban spaces- we offer advertising spaces which enact participatory practices in both digital and analog spaces, using conversational web ban-ners, augmented reality, wide tagging, spime, location based technologies- we offer complete, realtime, cross-medial, ubiquitous ana-lytics and intelligence

CompetitorsMarket & Competitors

Competitors are:- Kickstarter- ProFounder- Quirky- VenCorps- Sponsume- CrowdRise- Amazee- IndieGogo- Eppela- EpicStep

Market nicheMarket & Competitors

Active citizens who wish to create/partecitate communication campaigns which are able to engage online and offline communities

Infrastructure providers who wish to offer their products/services without intermediaries

Skill/service providers

Citizens who see - read - talk - inter-act with campaigns

TeamSalvatore Iaconesi

Salvatore Iaconesi has worked with companies in all over Europe and in Brazil, Malaysia, USA, Japan and Mexico, creating over 400 projects in the domains of web interac-tivity, mobile services, cross-media Value Added Services, geographical systems, interactive architectures, ubiqui-tous publishing products and expert systems for business, scientific research and institutions.

Salvatore is an artist dealing with technologies and body hacking, with works shown at major festivals and exhibits all over the world.In this project he will lead the Technological Strategy, design the ecosystem using his scientific and business background on Complex Systems Theory and spend restless nights fine tuning the idea and getting the whole world to participate :)

TeamIvan Minutillo

Ivan Minutillo graduated in Graphic & Multimedial Design at La Sapienza University, developping for his final thesis a prototype on a new targeted communication system and the application of marketing methods for the web 2.0.

Ivan started his professional career in Rome as a graphic & web designer for Visus DesignFrom November 2010 to present he has been working as a web architect in Consilium Comunicazione, an interna-tional public relation company in Milan. In this project he will lead the graphic and web design and research about design scene and fiction.

Current stageStage of the venture

- Concept

- Technology design and development

- Business model design

- Network building

Milestone achievedMilestone

- Development of initial infrastructural technological platforms

for ubiquitous, cross-media communication campaigns

- Development of initial technologies for conversational banners,

integrated across a variety of different digital/analog media, and

with major social networks

- Scouting and benchmarking for operators in online and offline

advertising in multiple european countries

Milestone to be achievedMilestone

- Legal design: design of contracts, terms of use, privacy, liability,

service, revenue sharing...

- Business model design and tunng

- Design of business ecosystem environment

- Business network development

- Execution of a series of real life use cases

P&L forecasts

Year 1 Year 2 Year 3 Year 4 Year 50

50k

100k

150k

200k

250k

300k

50k

100k

150k

200k

250k

300k

Break even

From the estimated scenario:- Break Even will take place around 7th trimester of activity (late second year) and - initial investment will be covered by 17th trimester of activity (half/late fifth year)

220k

Funding required and use of funds

Required initial funding: 250000 euro

Initial funding will be spent for:

- legal contracts and terms design- technological platform development- technological infrastructure startup- launch process + PR +Event + Research&Academics- 1 exceptional, planetary, extreme communication campaign launched at startup using the platform- some of the routine costs of the first year of company lifecycle