Agile athens (1)

OUR VISION
FOR ATHENS
• Sustainable
• Resilient
• Innovation /
Technology
• Green
• Open

4
STRENGTHS
S W O T A N A LY S I S
Athens Co - Creation City Branding K. Mamouzelos, K. Dafni, E. Kadillari
§  Location(landscape relief, coastal front)
§  Climate (very high score on climate index, 95.18)
§  Talent, high level of education, multilingualism
(ranked 10, out of 30 on the Human Capital and
education index)
§  Hospitality, Friendliness, Openess
§  Entertainment (night life, cultural vibrancy
ranked 5 out of 30 )
§  Resilience in crisis (economic, sanitary,
immigration)
§  Rich history, culture (cultural events, cultural
venues and facilities, ranked 1st in the cultural
and creative cities monitor)
§  Gastonomy / Food Culture
§  Innovative creative industry (ranked 78 out of 500
in the innovation cities index)
WEAKNESSES
§  Unemployment (was at the 69.9% of respondents
priority areas, while fulfilling employment was at
30.1 %), Financial difficulties (ranked 29 out of 40
in creative economy and 39 out of 40 in enabling
environment, scored 23.31 out of 100 at
businesses are creating new jobs, 31.84 at
employment findining services are available)
§  Corruption (scored 14.36 out of 100 at Corruption
of city officials is not an issue of concern, while it
was at the 45.5% of respondents priority Areas)
§  Green spaces (scored 35.5 out of 100 at Recycling
services are satisfactory, 24.80 at green spaces
are satisfactory, green spaces were in the 39.8%
of respondents priorities and recycling at 26.8 % ,)
§  Low quality, quantity and dispersal of green
areas and parks
§  Traffic and lack of parking spaces
§  Antiquity of infrastructure
§  Beautification of public spaces/buildings
§  Lack of connection of metropolitan Athens with
sidewalks, bike paths

5
OPPORTUNITIES
S W O T A N A LY S I S
THREATS
§  Higher / University education
(call for students)
§  Communication
§  Infrastructure development (parking
spaces, public transport improvement)
§  Development of public spaces, parks,
green spaces
§  Attraction of tech enterprises
§  Engagement citizens,
§  Green development
§  Building trust
§  Unemployment
§  Migrants and refugee flows trapped in the city
§  Earthquakes
§  Climate Change related Shocks (Heat waves,
flash floods, poor air quality)
§  Civil Unrest
§  Mistrust
§  Migration
§  Environmental degradation
§  edia Industry
§  Insecure municipal finances
§  Lack of social cohesion
§  Switching macroeconomic trends

6
B U S I N E S S M O D E L C A N VA S
VALUE PROPOSITION
The City: Athens is in a positive development phase, despite the covid
crisis and there is an increasingly positive attitude towards
the city’s image. A vibrant Metropolis, with great
location and surroundings, with open, extroverted
and highly educated people. Athens has a profound
cultural and historical significance, combined with
a well developed tourism industry and great weather.
The problem: City’s high unemployment because
of global financial crisis, lack of green and public spaces
and a communication gap among Athens initiatives.

7
VALUE PROPOSITION
u  Vision / Strategic goal: Making city more Agile. Agile is a time boxed,
iterative approach to product delivery that builds
products incrementally from the start of the
project, instead of trying
to deliver it all at once near the end.
u  Vision / Strategic goal: an athenian ‘silicon
valley’ of companies and NGO’s working on
renewable energy sources as Greece is generally
admitted as very rich ?from that point? with great
scope for development.

8
VALUE PROPOSITION
u  Vision / Strategic goal: Talent and the circulation of bright minds
to and from Athens are vital to the city’s development.
A call for tech companies, in order to make Athens
an attractive city for innovation and ICT’s firms
in a permanent basis.
u  Vision / Strategic goal: Create more walkable
and car-free streets - humanscale neighborhoods -
create & prioritize bicycle networks in order to
reduce Vehicle Miles Traveled (VMT).
Huge impact on air quality and economy.

9
KEY PARTNERS
Regional Union of Municipalities
of Attica (PEDA),
covers all 66 municipalities
of the Region of Attica
Municipality’s partners
This is Athens
SynAthina
Athens Culture net
Innovathens / ⇥exnopolis
Serafeio
Sygrou Net
Private Sector
LAMDA Development
Laskaridi group
Athens International Airport (AIA)
Cultural Organizations, Museum
S. Niarxos FCC
OASA/OSE
Start up Scene / Investors / Angels
Venture capital/ Coworking spaces/
Incubators Accelalerators/ Supporting
mechanisms
Communication Network
International partners
Bloomberg Associates
European funding programs
& Institutions

10
KEY ACTIVITIES
o  Create Intergration Team ,make city’s product management agile, open Discussion
channels for city’s stakeholders.
o  Replan city, expand “Megalos Peripatos tis Athinas” to coastal zone and other
suburbs.
o  Maintain and create Parks, Athletic Spaces. Promote “green” transportation
o  Make Athens an attractive city for innovation and ICT’s firms in a permanent basis.
o  Open communication channels to interact with Financial, Development and
Investments Ministries to create circumstances for businesses relocation.
o  Invest in insfrastructures (Roads, Bulidings, Communication networks, Open
Spaces)
o  Create connections with Universities.
o  Assign to a team the communication with businesses as well as the talent pool
listing

11
KEY RESOURCES
o  Use Of Human resources available in municipality and partners
o  Exploitation of cities properties (buildings, public spaces etc)
o  European/Governal Fundings
o  Private Fundings
o  Strengthening and cooperation of voluntarism

12
AUDIENCE SEGMENTS
o  All citizens Of Athens
o  Highly educated citizens
struggling with unemployment
o  Potential citizens like those
who have left, attract brain
mobility, working nomads
o  Private Businesses
o  Cultural Centres
o  Municipalities

13
AUDIENCE RELATIONSHIP / ENGAGEMENT
o  Co-branding / Branding Athens is the task of the entire city
o  Foster collaborations and stakeholder engagement
o  We aim to engage citizens in discussions and desicion-making about
Athens. Public discussions reguralry with certain agenda
(e-vote, e-democracy)

DISTRIBUTION CHANNELS
o  Assign a team the task to hunt and record citizens involved or interest
about the initiatives through several channels to integrate with
businesses and establish engagement to Athens Projects.
o  Universities Data Base
o  Talent Data Base
o  Businesses Data Base
o  Social Media

Cost Structure & Revenue Stream
o  Composition of Product
management team
o  Renovation of municipalities
buildings
o  Creation of Bike routes
o  Recreation of properties
(parks, Athletic Centres etc)
o  Creation of green public spaces
o  Communication costs to attract
foreign business
o  Revenue from tickets
o  City Card
o  Revenue from rentals
o  National Fundings
o  Partners donations
o  European funding programs

16
COMPETITORS
A G I L E AT H E N S
u  Instabul: moto “A pilot European Smart city”
2010 European capital of Culture, it is a modern
western city combined with a traditional eastern city. It
is famous for its important history and culture. It is
referred to as smart because it combines technologies
that improve mobility energy, smart society,
environment,entrepreneurship, economic development,
big data and urban management.
u  Rome: moto “Eternal Rome”
Rome is famous for its cultural tradition in Architecture,
painting, and gastronomy. Has a strong religious
character and is linked to the history of Catholic church.
It provides strong support for start up companies
u  Βarcelona: moto “Barcelona Inspires”
Barcelona is a place associated with its creativity and
culture, inspired by the work of Gaudi and Picasso. It is
a place for business, entrepreunial talent,corporal and
economic activity. Positioned as a city of knowledge
and innovation.
u  Lisbon: moto “This is Lisbon”
One of the oldest european capitals, 2012 European
city of the year, natural environment and rural areas,
cheapest capital of Europe, Rich nightlife, Birthplace
of Fado. Initiatives for attracting inward investment
and new talent. Support for startups and co working
spaces. Vision: Economy, Innovation,
Entrepreneurship
u  Dublin: moto “We are Dublin Town”
Fusion of ideas, creativity, People that make Dublin
as a place. Europes Silicon Valley. Fast growing start
up and Technology scene. Home away from Home
for tech companies. Center of learning, young and
bustling, heaving with culture, Irish people among
the friendliest in the world.
Ireland is a place to live, visit, invest and study a
community that is open - a space to live, to learn, to
create and to innovate. Here, you’ll be welcomed to
a country unlike anywhere else on earth.

17
COMMUNICATION STRATEGY
u  Purpose: To asses the gap between current perception and reality, while keeping in mind
the variables that affect the city.
u  Promotion: Embedded marketing: Brand exposure in films, television shows and other
forms of media content
Advertisments: Paid Promotional film campaigns, shown through the worlds biggest media
outlets
Social media Adds: Paid social media adds to targeted audience
u  Media: Local media:
- Ongoing communication and intrapersonal relations with journalists and the country's
biggest media outlets. Use of freelance journalists. The goal here is to promote the main
vision of the city, the challenges and the achievements.
- Organizing press conferences, in order to inform the media and public about new
projects. Use of press releases, as well.
- Media catching: Delivering services that create value for journalists. Creating a team of
practitioners, that could be contacted at one time by journalists and others seeking specific
materials for stories, blog postings and web site.

AGILE
METHODOLOGY
4 Values Of
Individuals
and interactions
over processes
and tools
Working
software over
comprehensive
documentation
Customer
collaboration
over contract
negotiation
Responding
to change over
following
a plan

19Athens Co - Creation City Branding K. Mamouzelos, K. Dafni, E. Kadillari
1.  Satisfying customers through early and continuous delivery
of valuable work.
2.  Breaking big work down into smaller tasks that can be completed quickly.
3.  Recognizing that the best work emerges from self-organized teams.
4.  Providing motivated individuals with the environment and support
they need and trusting them to get the job done.
5.  Creating processes that promote sustainable efforts.
6.  Maintaining a constant pace for completed work.
7.  Welcoming changing requirements, even late in a project.
8.  Assembling the project team and business owners on a daily basis
throughout the project.
9.  Having the team reflect at regular intervals on how to become more
effective, then tuning and adjusting behavior accordingly.
10.  Measuring progress by the amount of completed work.
11.  Continually seeking excellence.
12.  Harnessing change for a competitive advantage.
AGILE METHODOLOGY
12 Principles of

20
Step 1 • Interaction Within Teams
S T E P S O F T H E P R O J E C T
1
A B C D
Create Media Team
to promote
Athens Actions
Determination
of OKR’s and KPI’s
for each team
The use of product
management tools is
necessary for the daily
basis interaction within
different teams
(principle 8)
(Asana, Jira, Monday etc)
Creation of a Product
management Team to
coordinate Athens
initiatives
(This is Athens,
Syn Athina, Innovathens,
Culture Net, Serafeio,
Start up ecosystem)
(principles 2,3)
I n t e r g r a t i o n w i t h A t h e n s e x i s t i n g P r o d u c t ( C u l t u r e , To u r i s m )

21
Step 2 • New Website for Athens
Α Β C
Total recreation of
Athens official website,
creation of segments
that unify the above
initiatives
under the umbrella
of Athens
Proposed
Segments
For Citizens,
For Businesses,
For Visitors,
“Athens OUR place
to live”

22
Step 3 • The Pillars
∃
A B C
Integration to
Athens existing
Product
(Culture, Tourism)
Green,
Open City
Create circumstances
to grab Investments,
Innovation,
Technology
Create or assign to an existing team
the promotion of “Athens OUR place to live”

23
#1 Open, Green City
OUR CITY - ATHENS
§  Create more walkable and car-free streets -
humanscale neighborhoods - create & prioritize
bicycle networks in order to reduce Vehicle Miles
aTraveled (VMT). Huge impact on air quality and
economy.
§  Begin with the pedestrianization of roads connecting
the coastal zone and expand this measure to all
suburbs within 15 Years. Plant Trees along the way.
§  Restoration of public spaces such as Olympic Village
Swimming pool and Parko Tritsi, cooperate with
Athens partners and have citizens or business adopt
the initiatives.
§  Research in order to identify potential places for
Park Creation
§  Develop high quality public transportation
( w a l k i n g , b i k i n g , p u b l i c t r a n s p o r t a t i o n )

24
#2 Create circumstances to
Grab Investments Innovation Technology
(call for tech companies)
o  Open Dialog with Government for tax perks
o  Restore Municipality’s buildings to create
a property pool available for renting
o  Create open spaces to enable outdoor
meetings for companies
o  Interact with Universities
o  Create Discussion Channel to connect with start up scene

25
3# Create or assign
to an existing team
OUR CITY - ATHENS
As seen before it is highly important to
eliminate vertical obstacles within Athens
initiatives and have a horizontal daily
basis communication as well as
segmentation of the tasks. So it is
important to assign to a team tracking
and recording the proposed project
the promotion of “Athens the
place to live and work”

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THE OUTCOME
Εnvironmental
upgrade
Create a new
strong
Industry
Unemployment
reduction
Empower
City’s Identity
Support
tourism

Agile Athens
Athens Co - Creation City Branding
K. Mamouzelos, E. Kadillari, K. Dafni

THANKS for
WATCHING
K. Dafni
E. Kadillari
K. Mamouzelos

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