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 Goergen

1. LOGO vs
steps, components and tools
to produce inclusion and
empowerment
and to travel, discover, live,
participate and promote
social entrepreneurs’
communities
Social Franchising workshop - SUGENOVA - 14th April 2011

2. LOGO vs
The steps
from stigma (brand)
to brand
Social Franchising workshop - SUGENOVA - 14th April 2011

3. LOGO vs
The steps
THE MADMAN, THE DISABLED……
different, unproductive, moody,
useless, dangerous, strange,
unpredictable…
The step towards reclusion …is
very short, always!
UNLESS….
the special experiences and abilities don’t acquire the full rights of
cukture and social citizenship and become a VALORE
Social Franchising workshop - SUGENOVA - 14th April 2011

4. LOGO vs
The steps
Different experiences, point of views,
eyes and abilities
Elements and Values
no organization can renounce to all that!
Social Franchising workshop - SUGENOVA - 14th April 2011

5. LOGO vs
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
Social Franchising workshop - SUGENOVA - 14th April 2011

6. LOGO vs
THE STEPS
AND 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
Social Franchising workshop - SUGENOVA - 14th April 2011

7. LOGO vs
THE STEPS
a presence to attract
A
attention, to stir up the SIGN
LUST…..
A BRAND
to REPLICATE
And not to forget
The steps, the components, the necessary tools
….to be proud, to belong, to share…..
Social Franchising workshop - SUGENOVA - 14th April 2011

8. LOGO vs
THE STEPS
DIST
ILLA
nt
TION
yd iffere reate a and
Man ances c they BRA
t
subs ixture… oiling NDI
m b NG
new different fferent
i
have ….the d
ts
poin onents
p
com se….and
y
anal ….
ly
slow
Creating
identity
and
image
OFFICINA LE MAT – BARI – 17 FEBBRAIO 2011

9. LOGO vs
THE COMPONENTS
e identity
A brand is th r business
.
c produc t, service o
of a specifi ersonality
It aff ects the p ervice s
t, c om pany or
of a produc brand nam
e
A legall y protected
called a tra
demark.
is
E r
HE N A M to re m e m b e
T and
o u n c e c o g n iz e io n
to p ro n to re th e m is s
Easy E a s y re n c e s to n
e
g re f in g a tte n
tio tito r
m pe
e s tin tra c t th e c
o
Sugg At fro m te re d
is h e d g is
is tin g u a n b e re
e d hat c
To b T
Social Franchising workshop - SUGENOVA - 14th April 2011

10. LOGO vs
THE COMPONENTS
Not easy standards
to respect
Social Franchising workshop - SUGENOVA - 14th April 2011

11. LOGO vs
SO NS THE COMPENENTS Their u
P ER niquen
ess
TH E s
ra tor
p e Thei
o-o r pro
ec jects
Th
The cers
u
prod
The
rs ir id
T he hotelie eas
The
travellers Their
fragil
ity
repre neurs
The social ent Come on stage…
Social Franchising workshop - SUGENOVA - 14th April 2011

12. LOGO vs
THE COMPENTS
The organization of the work and of the firm
…a learning organization….continuously transforming
…rules, tools to include, to build capacities, favour carreers
How can you learn to participate and to decide?
E
TIM
EN CY
SPAR
TRAN
ATI ON
INF ORM
How can every point of view have a value?
Social Franchising workshop - SUGENOVA - 14th April 2011

13. LOGO vs
THE COMPENENTS
The locali LE MAT - systems
ry To include and give value to the many stories, products and producersi
T he territo The
Land
scap
e
Participating actively in the local planning and Meaningful relationships
the development models of local communities
Social Franchising workshop - SUGENOVA - 14th April 2011

14. LOGO vs
THE COMPONENTS Best
The most comfortable beds
Breakf
The special places LE MAT a st
with LOCAL PRODUCTS
pti on
wireles
s
le rece
sib
a cces
The
”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…
LE MAT SIGN Every LE MAT is special and unique…and the prices are fair
Social Franchising workshop - SUGENOVA - 14th April 2011
I prezzi congrui

15. LOGO vs
THE COMPONENTS
The traveller and all it’s special needs
A very
important person
A collaborator
To be involved
To discover and
know well
Social Franchising workshop - SUGENOVA - 14th April 2011

16. LOGO vs
THE TOOLS
THE LE MAT MANUALS
• 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
Social Franchising workshop - SUGENOVA - 14th April 2011

17. LOGO vs
THE TOOLS
The Kit to personalize the affiliation process
1) Collecting the entrepreneurial story/stories
and the inclusion processes
2) Self evaluation
3) The architectual project and the collective
planning
4) The entrepreneurial, managerial and
professional training processes
5) The exchange visits
6) Marketing and selling - learning by doing
7) Our webside 2.0
Social Franchising workshop - SUGENOVA - 14th April 2011

18. LOGO vs
THE TOOLS
The personalized Manual and the Quality Card
THAT UNIQUE LE MAT
Social Franchising workshop - SUGENOVA - 14th April 2011

19. LOGO vs
THE TOOLS
COMMUNICATION and MARKETING LE MAT
1) www.lemat.it
2) The social networks
3) The video spot Le Mat
4) FAIRS
5) The guest book LE MAT
6) The Le Mat story telling
7) The Le Mat events
8) The Le Mat maps
9) The merchandizing Le Mat…and MANY OTHER
THINGS
Social Franchising workshop - SUGENOVA - 14th April 2011

20. LOGO vs
THE TOOLS
The franchise system
THE FRANCHISEE
Members and not members
THE TECNICAL
STRUCTURE
THE TRAVELLERS
Affiliation
Associations - Institutions
Training
- single travellers - tribes
Control
Communication
THE CONSORTIUM
Board of Directors
Members’ Assembly
Promotion and Support
Institutional Relationships
Social Franchising workshop - SUGENOVA - 14th April 2011

21. LOGO vs
LE MAT - members of the CONSORTIUM
ABN - Consorzio
A very big Consortium of social co-operatives involved in LE MAT through Passepartout – Network for responsible tourism in UMBRIA
ALICE
The 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 - Consorzio
Andalas is a small consortium of social cooperatives in the north of Sardinia.
ASS.NE LE MAT
Le Mat – Association starter the history of LE MAT. Today the association is a network of LE MAT travellers and friends and member of AITR.
AZALEA
Itʼs 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.
COOPFOND
Itʼs a society managing the money co-operatives of Legacoop give to a special co-operative development fund. They gave risk capital to LE MAT.
EXPLORANDO
Itʼs a co-operative promoting sustainable tourism in Apulia. Many small organizations work together with them.
ECO
Eco 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 NODO
In Tuscany a quite interesting social co-operative working in many different fields towards inclusion.
IL POSTO DELLE FRAGOLE
For us itʼs NUMBER 0 LE MAT. A small social co-operative where all of us learned and still learn a lot. In TRIESTE
LAVORO E INTEGRAZIONE
Itʼs an association of professionists in Lombardy able to do planning and European projects. They help us in finding innovation money!
LIGHT - Consorzio
Itʼs a big Consortium in Lombardy partecipating through INNESTO a social co-operative working on innovative development in a small valley.
PROGETTO LIGURIA LAVORO - Consorzio
Itʼs 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 LORENZO
A quite big social co-operative in Sulcis Inglesiente, in Sardinia with many activities. Now starting to work in tourism
TANDEM
Itʼs a social co-operative working on behalf of accessibility and tourism for all. They work all over Italy but there place is in ROME.
Social Franchising workshop - SUGENOVA - 14th April 2011

22. LOGO vs
LE MAT’s SPECIAL PLACES in ITALY
Tenute Gucciardi
Il Posto delle Fragole
Hotel Gran Can
Rifugio Casanova
Social Franchising workshop - SUGENOVA - 14th April 2011

23. LOGO vs
The Le Mat Trademark
in Sweden
Common name, common
brand, common future
Social Franchising workshop - SUGENOVA - 14th April 2011

24. LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011

25. LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011

26. LOGO vs
Social franchising
• A community
• The form varies
• Knowledge transfer
• More social enterprises
can be started
• Handles the competition
better
Social Franchising workshop - SUGENOVA - 14th April 2011
Villa Vägen ut! is spreading through social franchising – Göteborg, Säve, Örebro and Sundsvall

27. LOGO vs
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
Social Franchising workshop - SUGENOVA - 14th April 2011

28. LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011

29. LOGO vs
Social Franchising workshop - SUGENOVA - 14th April 2011

30. LOGO vs
The brand and franchise system LE MAT
Social Franchising workshop - SUGENOVA - 14th April 2011

31. LOGO vs
LE MAT
Social Franchising workshop - SUGENOVA - 14th April 2011