Udovcic/Vujanic FS

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ANEMOI Tour

Background

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The area of the Balkans, more particularly, territory of the former Yugoslavia, has always been on the crossroads between East and West, socialism and capitalism, clashes of religions and customs, a place where a strong, viable tendency towards modernism meets long-time cherished tradition.

Once united, in a powerful country called Yugoslavia, six countries eventually became independent, followed by a horrifying blood-shed in the ‘90s which left the infrastructure and communities deeply scarred in the middle of one of the world’s fastest developing periods. These scars became the burning problems within the communities and are affecting geo-political, economic, social, cultural scene of the newly formed countries and the region as a whole.

People affected by devastating events in Yugoslavia in the ‘90s, are today’s parents, raising a new generation within a post-conflict community. Parents of today’s youth are those who faced both, from today’s perspective, utopian structure of Yugoslavia and tragedy of the war and dealing with the post-conflict recovery. This resulted the mentioned youth of nowadays to be raised believing in prejudice based on mutual hatred and bigotry.

Young people born during the ‘90s and the following generations, are now mostly college and high school students, who are bearing the change that this area demands.

Idea

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Long term goals

Our idea is a traveling summer program that provides a platform for self-initiative youngsters from three different countries. Collaborating through social innovation and entrepreneurship workshops they will affect the revitalization of the war-torn area. Although the emphasis of the program would be put on the educational aspect, entertainment and fun experience would be a very important part as well.

Our target market is youth from the age 18-23 that comes from Croatia, Bosnia and Herzegovina and Serbia (the first generation would the be the one merely affected by war because they were born at that time or a little bit after). The summer school consists out of social, entrepreneurial and entertaining aspects. It is a two week course conducted in different towns and setting of the three mentioned countries ranging from etno-villages, national parks, urban centers and the tour of important places of cultural and historical heritage of the countries. It is based on the idea of intercultural communication and cooperation through meeting and physically visiting the culture, and the idea of business cooperation and promotion of the creation of self-sufficient, sustainable ideas. The working environment of the program is therefore not limited by the previously created prejudices or national attitudes within one single country or people. The ultimate goal is to facilitate the economic development of the region and to enable youth to work together through a platform of connections and ideas provided by the project.

The mere summer program has two important educational aspects:

  • social innovation

After the war the whole area was bombed by the summer schools, exclusive reconciliation camps etc that didn’t bring many advantages for the wider population. The participants of these programs mostly learned about mediation, different perspectives, accepting the differences etc. without any practical appliance of these concepts. 20 years after, the wider population still strives to the reconciliation or, more radically, the preservation of the national attitudes. Youth of the region of the Western Balkan is on the other hand directed towards mutual progress. In the vortex of constant tendencies towards reconciliation, demanded mostly by the international community, the concept of togetherness was neglected and the economic progress of the region as a whole was stopped. The forced reconciliation never found its way in the region. We offer another approach to the social complexity of the region. The social aspect of our program firstly includes meeting the region as a whole achieved through physical visits to these three countries. Furthermore, every visit includes few brief history lessons provided by a local teacher, visits to the most important cultural and historical places and institutions and the entertainment with the local population. It also includes an extensive work in analyzing the current social media of the region through contemporary methods with teachers as facilitators of pointing out the advantages and weaknesses of the current situation. The final project for this aspect of the project is created by all the experiences collected during the summer school indicating what is there to be changed and how can we affect the socio-political image of the region.

  • entrepreneurship and collaboration

The second aspect of the program focuses more on detecting what the region lacks in a practical sense. It is based on a creation of a different business plans and suggestions that can improve the everyday life of the region. With this part of the program we want to inspire young people from different countries to work collaboratively on their area of the interest. The whole segment of the start-ups , entrepreneurship and small scale businesses is very stagnant in the concerning region. Facilitated work on their own ideas, hopefully business, will give the youth a platform to conceive the economic progress within their generation while in the same time underline the importance of the collaboration and togetherness. The final project for this aspect includes further development of their ideas and incorporation of them into the mindset of the wider young population.

The business would be based on channels and partners during its first two years after which we hope to break-even and start on our own. That means that we would rely on donations and sponsorships just for the start.
We provide dedicated personal assistance to our customers and we will be there through every aspect of the program.

Brand DNA

  • Awakening
  • Revitalization
  • Entrepreneurship
  • Power of youth
  • Togetherness


SWOT Analysis

Strengths

  • unique service; summer program unlike any other
  • the concept
  • marketing-oriented segment of the strategy (brand, social media usage,…)
  • entertainment as part of the program
  • relevant, contemporary topics

Weaknesses

  • the length of the program
  • to intense content for short time programe
  • seasonal business
  • (partly) financially dependent on donations (at least at the beginning)
  • lack of unique, neutral course material that can be used within the program

Opportunities

  • strong tendency towards reconciliation on different social and political levels
  • vibrant summer events scene in the region as part of our program
  • popularization of the region as a touristic destination (within the region it-self as well as within Europe and the rest of the world)
  • current trend of focusing on domestic products and tourism within the region
  • EU integration process with Croatia already being an EU member (more grants)
  • recent positive press regarding the popularity of the region

Threats

  • current refugee situation in Europe
  • Greece being a very cheap touristic destination for locals youth during the summer
  • generally bad political and economical situation of the region
  • Srebrenica Genocide Resolution
  • The ongoing tension between Russia and United States
  • cooperation with war influenced (possibly still limited by prejudice and stereotypes) parents
  • Infrastructure of the area (roads etc)
  • Kosovo rising as a country (possibility of the rise of the nationalism)



How to mitigate the weaknesses and threats:

  • Weaknesses - When it comes to the length of the project as one of the biggest obstacles for the customers interests, our main priority is the substantiality of the program. We managed to create a two-week course consisted of four-week course material. It covers the main contemporary topic and issues and provides a training in the entrepreneurial area. The service that we provide is mainly an investment to the participants and their personal and mutual projects. As for the intensity of the program, we will work on marketing techniques promoting both educational and entertaining aspect. We will work very closely with our customers in creation of a comfortable learning environment, completely customizable with the attending group. Even though the service brings revenue in only one pay period per year, the project aims to expand to other seasons, covering the school vacation periods and throughout the year. It is imagined as a placement test for the transformative and innovative education. Our current cost structure needs to be addressed in more depth. We started working on our cost structure and developed some possible numbers, so we know that the definite viability of the product is possible.


  • Threats - The fact that we chose an area with an unsettled political situation, very vibrant in high tendencies in both preservation of the nations, and strive to modernism and westernization, makes this mitigation very hard. Starting with the refugee crisis in Europe, tendencies over the political discussions of Srebrenica Genocide resolution, Kosovo, over the constant tension of living on the crossroad... We realize that this makes the behavior of our target market very unpredictable. We aim to mitigate these issues with the togetherness incorporated in all aspects of the project. With a long-term goal of affecting the socio-political image of the region, we actively work on these threats throughout the project itself.



Market Analysis

Competitors

Because of the specific nature of this post-war area, there is a lot of conflict resolution, cultural, summer programs, as well as the other sorts of camps and summer schools. Our key competitors would be other organizations that provide young people with similar content, although the popularity of those vary throughout the region because of lack of communication on regional level and lack of marketing and branding. Even though the service is very specific and has many different, but appealing, aspects, there are some competitors that we stumbled upon that offered the same service. Some of these summer camps and schools provide a service within only one field of knowledge or contemporary issues and since our service is very different we don't attract the same target audience, some of these are: Balkan Summer School on Religion and Public Life, Intenational Summer School Sipan. On the other hand there are programs with similarities to ours, those are Balkan Express Summer School and The Balkans Peace Program.

Balkan Express Summer School is a three week intensive program which offers two intensive courses for both Undergraduate and Graduate students – Economics of Transition (6 ECTS) and International Business (6 ECTS). The courses try to provide you with some basic understanding of economic and social development in transition economies, as well as getting you closer to understanding how to do business in the Western Balkans. During those three weeks the classes will be performed in Ljubljana, Banja Luka, Mostar and Podgorica (Kotor), and additional excursions and discussions will be held in Zagreb, Sarajevo and Dubrovnik. Balkan Express already provoked considerable interest in the local environment. Hence besides all the great lecturers there will also be Mladen Ivanić (President of Bosnia and Herzegovina), Hasan Muratović (Former Prime Minister of Bosnia and Herzegovina), Radoje Zugić (Minister of Finance of Montenegro).

The concept of this summer school is based on the intensive work for academic credit. The work is placed in a traveling environment same as for the our project, but the very core, the value proposition, is different for these projects. We base our service on a human-centered approach to the transformative education, the education that does not only offer the mere knowledge from the area of interest, but creates a special learning environment for the incorporation of different area of interests through one final project. It is organized within a university and demands an academic approach to the matter, while we are offering a relaxing, generational assistance with a promising outcome and in the future we will be able to offer academic credits.

The Balkans Peace Programe (BPP) Summer 2015: International Development, Politics, and Post-Conflict Societies - Kosovo and the Balkans is an educational program that provides students enrolled in a university outside of Kosovo and the region with the opportunity to spend three weeks in Kosovo studying and learning about development in practice in a post-conflict area right in the middle of Europe. Participants of the program will also visit three other Balkans countries, Albania, Macedonia, and Montenegro. This is the fourth annual Balkans Peace Program.

Even though the project has a lot of aspects to offer, it is very poorly advertised and doesn't concern our current current market because we work in three different countries and their residents.

Threat of new entry

For our business model and our idea in general, it is most likely that the threat of new entry represents a very small risk. This market is not fully developed, meaning that it still isn’t defined as an independent industry, being constantly a part of travel agencies ‘and organizations’ field. Potentially, if our business becomes successful, we would establish a new concept specific for the area which would mean that people might try to do the same thing.

Threat of substitution

For now, we wouldn’t have competitors that deal with the exact same model, so the threat of being replaced doesn’t play an important role in creation of the strategy. Although we should think about other touristic offers for the summer, student trips and courses. We aim to mitigate these through the use of the opportunities offered. Considering the fact that the whole area is a very appealing tourist sight, we aim to provide a unique experience that in the same time promotes the tourism and a learning platform. What can isolate us in the market is the possible incorporation of an academic credit within the project. This would mean that all the participants who can entangle these topics into their fields of studies can actually earn a recognized academic credit. Within the uniqueness of the project, this would be our way to create a very specific brand that provides a service based on the human-centered approach and a new and very substantial content.

Supplier power and buyer power

The whole project is dependent on the team of visionaries that can provide a fruitful insight to the current socio-political situation. Our human resources are based on these people. We want our facilitators, teachers and volunteers to be committed and devoted to the value proposition of the program. On the other hand, we want to have professionals who can teach the business and entrepreneurship following the latest innovations on the field. With the travel and accommodation we depend on the travel companies, tourist agencies etc. Since programs of this kind are very supported by the local NGOs and international community, we aim to partner with those who did similar projects, or different projects but in our fields of interest.

Pestel Analysis

  • Political: dealing with actual political situation; improving the image of the region; involvement of governmental and non-governmental sector as partners, higher goal of the reformation of the education within the region.
  • Economic: the project is trying to create a solution to the poor economic development of the region, generally bad-conditioned economy in the region, not everyone could afford the program
  • Social: dealing with a contemporary social problems, including social media workshops, cross-culture project
  • Technological: marketing, social medias, popular trends
  • Environmental: possibly thinking about integrating the environment awareness - national parks within the visiting countries
  • Legal: thinking about passports, health insurance

(*Further development needed)

Business Model Canvas

First draft of the business model canvas

Value Proposition

We started this project as a social innovation and we started with breaking the prejudice through transformative education as our main value proposition. The project eventually advanced to the creation of the summer school. Our idea is a traveling summer program that provides a platform for self-initiative youngsters from three different countries. Collaborating through social innovation and entrepreneurship workshops they will affect the revitalization of the war-torn area. The program is based on three important aspects: educational, entrepreneurial, entertaining.

Customer Relationship

We provide dedicated personal assistance. The team will be there for the participants since the beginning. The application process starts online, and we will use e mail to contact our customers before the project itself. When the project starts we will take part in every aspect and constantly communicate with the participants in order to create the best learning and social environment. Our target market is also very narrow and very approachable for us. These young people in the age of 18-23 are in the right time for starting to work on their future. We provide them a platform to act promptly and efficiently.

Channels

We plan to reach our customers mainly through marketing and the effectiveness of our service. The appreciation of the branded, well advertised products is finally blossoming in this area. We plan on dedicating time and resources to the creation and the promotion of the brand that will stand behind the program.

Key Activities

We distributed our key activities in three significant groups: production, problem-solving, platform/networking.

  • Production - Within this scope our first goals are creation of a web-site with relevant information about the project and creation of the brand. We started work on both of these, since they are crucial for the rest of the project.
  • Problem-Solving - We aim to incorporate the main goal of the transformational education and breaking the prejudice as the ultimate proposed solution. We will achieve these through different aspects of the project. The main goal is not to serve the reconciliation or togetherness to the participants, but to observe it as a final result of collaborative work.
  • Platform/Network - We plan on including different youth organizations, NGOs, high schools and universities in our project. We can deal with these after the production part of the activities is over.

Key Resources

Our human resources are teachers, facilitators, volunteers and participants as well. Intellectual resources are brand and the program of the project. Different locations that we need to incorporate into the project, travel, accommodation, facilities used are all physical resources that we need. Financial resources are provided in the cost-structure part of the canvas.

Key Partners

Considering the fluidity of the project our goal is to partner up with many different organizations. Starting with NGOs, touristic agencies, governments of the countries, media, educational institutions, international communities etc. we aim to partner up with as many organizations as is it possible to provide more substantial platform for our participants.

We also plan to partner up with the pioneer of the transformative education UWC Movement and use the fact that one of the UWC schools is settled in Bosnia and Herzegovina. Teachers and the administration of the school are well-trained in the area of the transformative education and have a lot of experiences with the conduct of projects like Anemoi is. United World College can be a great way to collect as much resources as we can. Some of the possible partner institutions are international aid and development organizations, peace organizations etc.

Finances

  • Revenue

The main revenue source of the product is the participation fee. Even though we aim for an affordable price for the regional economy, it is our biggest income. Other revenue would come from different smaller sources like advertisement space (both online and physical), merchandise, potential cultural and brand-promotional events throughout the year, etc.

  • Costs

Major costs would mostly come from accommodation, food and travel costs that the program demands, alongside with teachers’ salaries, materials, etc. If we take into account the social-innovative nature of the program, we expect a lot of grants, donations, sponsorships, then after two years we would be able to break-even, and in our third year we would start making our own flowing profit. = (*Under the assumption that we have the money to start on our own, we wouldn’t mostly rely on the grants, donations and sponsorships, but we would still count on those as the support and the additional source of cash)

Prototyping

  • Web site mock-up

Web site mock-up

  • Example of merchandise

Merchandise

Further idea development

Our idea is a traveling two-weeks summer program that provides a platform for self-initiative youngsters from three different countries. Collaborating through business and entrepreneurship workshops they will gain a set of skills for starting their own ventures in the region. Our target market is youth from the age 18-23 that comes from Croatia, Bosnia and Herzegovina and Serbia. Mostly rising high school seniors and college students. The main aim of the program is youth empowerment and the collaborative work.

The summer school consists out of social, entrepreneurial and entertaining aspects.

  • Social

It is a two week course conducted in different towns and setting of the three mentioned countries ranging from etno-villages, national parks, urban centers and the tour of important places of cultural and historical heritage of the countries. It is based on the idea of intercultural communication and cooperation through meeting and physically visiting the culture, and the idea of business cooperation and promotion of the creation of self-sufficient, sustainable ideas that affect the region as a whole. The working environment of the program is therefore not limited by the specific area or specific social climate. The ultimate goal is to facilitate the economic development of the region and to enable youth to work together through a platform of connections and ideas provided by the project.

  • Entertaining

The third aspect is integral to the project because of the mentality and the culture of the region. Our service provides a set of vacation activities that include parties, theme nights, beach etc.

  • Entrepreneurial

The second aspect of the program focuses more on detecting what the region lacks in a practical sense. Considering the fact that participants will travel through three different countries, they will have clearer perception of what their target market is like. So this part of the project is based on a creation of different business plans and strategies that can improve the everyday life of the region through different workshops and classes. With this part of the program we want to inspire young people from different countries to work collaboratively on their area of the interest. Main aim of this part of the project is for young people to acquire an actual business skill that can be used afterwards. We’re planning on providing a certification about completion of a business course.

Additional prototyping

Here are the examples of the daily schedules for different locations.

Mostar (Bosnia and Herzegovina)

10:00 - 11:50
Workshop: Topic TBA (possibilities: Start-ups, entrepreneurship, market analysis, strategy, competition, SWOT etc)
11:50 - 12:10
Break
12:10 - 14:00
Workshop: Topic TBA (possibilities: Start-ups, entrepreneurship, market analysis, strategy, competition, SWOT etc)
14:00 - 15:00
Lunch
15:00 - 17:00
Break
17:00 - 19:00
Sight seeing - The Old Town
19:00 - 20:00
Dinner
21:00
The night out


Split (Croatia)

10:00 - 14:00
Beach
14:00 - 15:00
Lunch
15:00 - 17:00
Break
17:00 - 19:00
Workshop: Topic TBA (possibilities: Social media, social marketing, design)
19:00 - 20:00
Dinner
21:00
Beach party


Belgrade (Serbia)

10:00 - 14:00
Visit to “Nikola Tesla” Museum
14:00 - 15:00
Lunch
15:00 - 17:00
Downtown
17:00 - 19:00
Workshop: Topic TBA (possibilities: Social media, social marketing, design)
19:00 - 20:00
Dinner
21:00
The night out

Feedback

We found the feedback from Martin and Sam very useful. Their suggestions and questions helped us not just in further sharpening of the idea, but also in proposing new features and options for our project. Some of the new things that we talked about are:
- Research about the concept of a camp and/or summer school
- questionnaire for the sign up process
- think about the impact on the society - reputation of the brand within the population

We also talked about the character of the program, and the question of importance of the social background. We decided that the main focus of the program are business and entrepreneurship, while we would keep other two aspects as the supporting content necessary for applying acquired knowledge to the area.

Business Narrative Description 11/11/15

Anemoi tour is a two-weeks site-specific educational summer program that provides its participants with a set of skills for starting their own ventures. The program encompasses series of business and entrepreneurship lectures and workshops. The service entails touring through three different countries (Serbia, Bosnia and Herzegovina and Croatia). The purpose of this program is to help young people explore alternative ideas for region’s existing problems; to help young people understand the value of entrepreneurship and to help them learn about and build new businesses and inject new ideas into the economy for promoting economic reform. It is a private, for profit organization.
Our target demographic is focused on highly motivated and independent 18-24 year old students from Bosnia & Herzegovina, Serbia and Croatia. The program comprises out of three important aspects education, social awareness and entertainment. Education wise it is a business and entrepreneurship program. It promotes social awareness through bringing youngsters from different backgrounds together, and the entertainment and peer meeting provide bases for networking after the program is finished. The concept of the program is completely new for the region because it is not based only in theory, but rather in practical application of acquired knowledge which becomes the key skill the participants get out of the program.
The main revenue source of the product is the participation fee. Even though we aim for an affordable price for the regional economy, it is our biggest income. Other revenue would come from different smaller sources like advertising space (both online and physical), merchandise, potential cultural and brand-promotional events throughout the year, etc.
Major costs would come from accommodation, food and travel costs that the program demands, alongside with teachers’ salaries, materials, etc. If we take into account the social-innovative nature of the program, we expect a lot of grants, donations, sponsorships, then after two years we would be able to break-even, and in our third year we would start making our own flowing profit. Long term goals include the expansion of the offer to different seasons and annual events of the similar character.
The application for the program would be available through the website. Participants would be accepted based on their answers on questions constructed in a way that examines their interest rather than their writing skills. Moreover, we will conduct an interview with all applicants to discuss their possible ideas for the program. The participants won’t be expected to come for the program with an idea, but rather to explore the area and draw conclusions from their experiences throughout the program. Also we would include questions that can tell us more about participants background. The central location for the program is the website itself, because none of the activities before or after the summer school demands an office or physical space.
Because of the specific nature of the post-war area, there is a lot of conflict resolution, cultural, summer programs, as well as the other sorts of camps and summer schools. Our key competitors would be other organizations that provide young people with similar content (which are currently non-existent) although the popularity of those vary throughout the region because of lack of communication on regional level and lack of marketing and branding. Even though the service is very specific and has many different, but appealing, aspects, after researching the market, we found out that there are some competitors that offered the similar service. Some of these summer camps and schools provide a service within only one field of knowledge or contemporary issues and since our service is very different we don't attract the same target audience. For example, there are programs on conflict resolution or social innovation only, and those do not include different aspects of development or practical use. On the other hand there are programs with similarities to ours, those are Balkan Express Summer School and The Balkans Peace Program, which are strongly focused on economics and business, while we aim for an entrepreneurial and generative approach. None of these provides the same service as Anemoi tour. Some of these are extensively academic, others are dealing with different aspects or different target markets.
Anemoi is a two-weeks summer program conducted in three countries. It is a business and entrepreneurship based program that provides its participants with a set of skills for starting their own venture. The service entails travelling through three different countries, Serbia, Bosnia and Herzegovina, and Croatia. The main aim of the program is youth empowerment and promotion of entrepreneurship within the youth of the region. What is special is about Anemoi is the the way of conducting the program. It promotes the comfortable working environment, less official than academic, but of the same quality, followed by entertaining activities.
Our target market are self-initiative young people from Bosnia and Herzegovina, Serbia and Croatia, mainly high school seniors and college students. The program stands out because of the incorporation of education, social awareness and entertainment in the same time. The concept of this program is completely new for the region because it is not based only in theory, but rather in practical application of acquired knowledge. The main revenue source of the product is the participation fee. Even though we aim for an affordable price for the regional economy, it is our biggest income. Other revenue would come from different smaller sources like advertising space (both online and physical), merchandise, potential cultural and brand-promotional events throughout the year, etc.
The program could potentially expand the offer to different seasons and possibly include annual events of the similar character. The application would be available through the website and the participants would be accepted based on their answers on very specifically constructed questions. The central location for the program is the website itself, because none of the activities before or after the summer school demands an office or physical space.
The ground for the project is highly unpredictable and unstable market of Balkans. Because of the specific nature of the post-war area, there is a lot of conflict resolution, cultural, summer programs, as well as the other sorts of camps and summer schools. Our key competitors would be other organizations that provide young people with similar content, although the popularity of those vary throughout the region because of lack of communication on regional level and lack of marketing and branding. Even though the service is very specific and has many different, but appealing, aspects, there are some competitors that we stumbled upon that offered the similar service. Some of these summer camps and schools provide a service within only one field of knowledge or contemporary issues and since our service is very different we don't attract the same target audience. On the other hand there are programs with similarities to ours, those are Balkan Express Summer School and The Balkans Peace Program. None of these provides the same service as Anemoi tour. Some of these are extensively academic, others are dealing with different aspects or different target markets.

Curriculum

Curriculum 1 Curriculum 2

Week 1

The content of Week 1 would be conducted in Croatia. The activities scheduled for the first week are mostly related to team formations, sharing ideas and getting to know each other. We chose Croatia to host this week because of its rich coast, islands and harbor cities, which we find to be perfect places for starting the 'adventure', getting familiar with the work and the teams. Our students would experience a relaxing atmosphere at the sea side, have chance to enjoy the summer , as well as to start working together.

Week 2

The content of Week 2 would be conducted in Bosnia & Herzegovina. This week's schedule suggests working on the idea developments and sharpening, making the business plans and doing analysis. We chose B&H to host this week because of its rich cultural content and the fact that it is not just located between the two remaining participating countries, but it is in fact the home to all three participating ethnic groups. Since the students are highly encouraged to work collaboratively, covering the region, we found this multi-ethnic country to be the adequate setting for doing analysis, as it is often called the mini version of the region.

Week 3

The content of Week 3 would be conducted in Serbia. In this week, students are expected to wrap up their projects, finalize the ideas and work on the presentation. After the breakup of Yugoslavia, the capital city of Serbia, Belgrade remained the urban, corporate and economic center of the region. Students would get a chance to seek for the way of implementation their business models into the market, as well as to present their final projects.

Design

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