le mat - a social brand and franchise system
DESCRIPTION
The presentation describes step by step the development of the social brand LE MAT and how the social franchise system functions. The presentation was done during the social franchising seminar in GENOA in 2011 and realized by Renate GoergenTRANSCRIPT
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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
LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011
from stigma (brand)
to brand
The steps
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Social Franchising workshop - SUGENOVA - 14th April 2011
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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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
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Social Franchising workshop - SUGENOVA - 14th April 2011
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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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 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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Social Franchising workshop - SUGENOVA - 14th April 2011
….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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Social Franchising workshop - SUGENOVA - 14th April 2011
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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Social Franchising workshop - SUGENOVA - 14th April 2011
Not easy standards to respect
THE COMPONENTS
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Social Franchising workshop - SUGENOVA - 14th April 2011
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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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?
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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 andthe development models of local communities
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Social Franchising workshop - SUGENOVA - 14th April 2011
”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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Social Franchising workshop - SUGENOVA - 14th April 2011
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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Social Franchising workshop - SUGENOVA - 14th April 2011
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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Social Franchising workshop - SUGENOVA - 14th April 2011
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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Social Franchising workshop - SUGENOVA - 14th April 2011
THE TOOLSThe personalized Manual and the Quality Card
THAT UNIQUE LE MAT
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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) 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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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
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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.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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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
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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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Social Franchising workshop - SUGENOVA - 14th April 2011
Le Mat Sweden - Accoglienza
• Inspired by and incooperation withLe Mat Italy
• Two entrepreneurialteam – Karlstad andGöteborg
• Established byVägen ut!, Solacoopand Coompanion
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Social Franchising workshop - SUGENOVA - 14th April 2011
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Social Franchising workshop - SUGENOVA - 14th April 2011
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Social Franchising workshop - SUGENOVA - 14th April 2011
The brand and franchise system LE MAT
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Social Franchising workshop - SUGENOVA - 14th April 2011
LE MAT