Download - The Le Mat trademark and Franchise system
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
QuickTime™ e undecompressore
sono necessari per visualizzare quest'immagine.and to travel, discover, live, participate and promote social entrepreneurs’ communities
steps, components and tools
to produce inclusion and empowerment
QuickTime™ and a decompressor
are needed to see this picture.
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
from stigma (brand)
to brand
The steps
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
THE MADMAN, THE DISABLED……
the special experiences and abilities don’t acquire the full rights of cukture and social citizenship and become a VALORE
The steps
UNLESS….
different, unproductive, moody, useless, dangerous, strange, unpredictable…
The step towards reclusion …is very short, always!
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
Different experiences, point of views,
eyes and abilities
Elements and Values
no organization can renounce to all that!
The steps
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
THE STEPS
SO LET’S BECOME ENTREPRENEURS
to invest abandoned ressources and unused abilities
to include and innovate
to make money, to be indipendent, to invest in the projects we like
to practice democracy, phantasy and power
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
THE STEPSAND THAN LET’S COMMUNICATE…..
to tell the stories of our enterprises, to “contaminate” the rigid cultures of separation, to exit from the limited spaces of assistance or productivity
HOTELS,
RESTAURANTS,
BEACHES,
PUBLIC AND OPEN PLACES
To become visible, to do a nice job and to
MEET OTHER PEOPLE
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
….to be proud, to belong, to share…..
THE STEPSQuickTime™ e un
decompressore
sono necessari per visualizzare quest'immagine.
QuickTime™ e undecompressore sono necessari per visualizzare quest'immagine.
to REPLICATE And not to forget
The steps, the components, the necessary tools
a presence to attract attention, to stir up the LUST…..
ASIGN
A BRAND
LOGO vs
OFFICINA LE MAT – BARI – 17 FEBBRAIO 2011
THE STEPS
QuickTime™ e undecompressore
sono necessari per visualizzare quest'immagine.
QuickTime™ e undecompressore
sono necessari per visualizzare quest'immagine.
DISTILLATION and BRANDINGMany
differe
nt
substanc
es creat
e
a new mi
xture…
they hav
e
differen
t boilin
g
points….
the
differen
t
componen
ts
analyse…
.and
slowly….
Creating identity and image
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
THE COMPONENTS
A brand is the ident
ity
of a specific produ
ct, service or busine
ss.
It affects the pers
onality
of a product, comp
any or service
A legally protecte
d brand name
is called a tradema
rk.
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 regi
stered
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
Not easy standards to respect
THE COMPONENTS
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
THE COMPENENTS
THE PERSONS
Their ideas
Their projects
Their uniqueness
The co-operators
The
producers
The
travellers
The hoteliers
Come on stage…
Their fragility
The social entrepreneurs
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
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?
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
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 and the development models of local communities
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
”We immagined our guests, tired when arriving, desiring relax and welcome and curious to discover where their travelling has brought them. We used our phantasy and designed our rooms, the colours on the walls, the floors, the coverlets…and than we started to smell the fragrance of the fresh flowers, of the fruit and 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 MATBest Breakfast
with LOCAL PRODUCTS
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
THE COMPONENTS
The traveller and all it’s special needs
A very important person
A collaborator
To discover and know well
To be involved
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
THE TOOLSQuickTime™ and a decompressorare needed to see this picture.
QuickTime™ and a
decompressor
are needed to see this picture.
QuickTime™ and a decompressor
are needed to see this picture.
QuickTime™
and a
decompressor
are needed to see this picture.
Qu
ickTi m
e™
and
a
de
com
pre
ssor
are
need
ed
t o se
e t h
is p
ict u
re.
• 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
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
THE TOOLS
The Kit to personalize the affiliation process
QuickTime™ and a decompressor
are needed to see this picture.
1) Collecting the entrepreneurial story/stories and the inclusion processes
2) 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
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
THE TOOLSThe personalized Manual and the Quality Card
THAT UNIQUE LE MAT
QuickTime™ and a decompressor
are needed to see this picture.
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
THE TOOLS
COMMUNICATION and MARKETING LE MAT
1) www.lemat.it2) The social networks3) The video spot Le Mat4) FAIRS 5) 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
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
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
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
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.AZALEAIt’s a very big social cooperative in VERONA managing 2 Hotels and cooperating with Planet Viaggiatori
Responsabili. Together with other actors they developed Rotte Locali - Fair Tourism in Verona. COOPFONDIt’s a society managing the money co-operatives of Legacoop give to a special co-operative development fund.
They gave risk capital to LE MAT. EXPLORANDOIt’s 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 it’s NUMBER 0 LE MAT. A small social co-operative where all of us learned and still learn a lot. In TRIESTELAVORO E INTEGRAZIONEIt’s an association of professionists in Lombardy able to do planning and European projects. They help us in finding innovation money!LIGHT - ConsorzioIt’s a big Consortium in Lombardy partecipating through INNESTO a social co-operative working on innovative development in a small valley.PROGETTO LIGURIA LAVORO - ConsorzioIt’s a Consortium of social co-operatives in Liguria, 8 big co-operatives working towards inclusion. They manage many museums and now also the Hotel SUGENOVA.SAN LORENZOA quite big social co-operative in Sulcis Inglesiente, in Sardinia with many activities. Now starting to work in tourismTANDEMIt’s a social co-operative working on behalf of accessibility and tourism for all. They work all over Italy but
there place is in ROME.
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
LE MAT’s SPECIAL PLACES in ITALY
Tenute Gucciardi
Hotel Gran Can
Il Posto delle Fragole
Rifugio Casanova
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
The Le Mat Trademark in Sweden
Common name, common brand, common future
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
Villa Vägen ut! is spreading through social franchising – Göteborg, Säve, Örebro and Sundsvall
• A community
• The form varies
• Knowledge transfer
• More social enterprises can be started
• Handles the competition better
Social franchising
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
Le Mat Sweden - Accoglienza
• Inspired by and in cooperation with Le Mat Italy
• Two entrepreneurial team – Karlstad and Göteborg
• Established by Vägen ut!, Solacoop and Coompanion
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
The brand and franchise system LE MAT
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
LE MAT