Le Botteghe Digitali
a digital platform for Italian Small Businesses
Juanita Halim, Jonathan Goh
_________________________________________
2022-2023
a digital platform for Italian Small Businesses
Juanita Halim, Jonathan Goh
_________________________________________
2022-2023
Italy’s aging population and shrinking villages pose significant challenges to its stagnant economy despite the pivotal role of Italian SMEs. To address this issue, this project aims to 1) understand the relationship between digital activity, internet connectivity, and small business development in the Lombardy and Sicily regions, specifically Sondrio and Enna province; 2) understand problems currently faced by small business owners and how digitalization can help them strive; 3) develop accessible digital toolkit for small businesses in Italy to scale, increase their sales, and create a greater sense of place. The engagement process with small business owners in Sondrio, Vizzini, and Centuripe highlighted the gap in SMEs digital adoption and the practice of the territorial capital (Perucca, 2014), in which SMEs see themselves as a part of a larger ecosystem built on local connections.
Therefore, the project proposes a web platform incorporating digital storytelling and localized e-commerce marketplace to facilitate SMEs expansion and growth by focusing on the unique stories and characteristics of Italian SMEs. This project provides a targeted intervention to promote economic growth in Italy’s shrinking villages and aging population, recognizing the vital role of SMEs in the country’s overall added value.
We interviewed ten small business owners from different sectors: food, art, agriculture, hospitality, food service, and agritourism, to understand their business landscape and scope, typical customers, community, and current digital platform adoption.
Therefore, the project proposes a web platform incorporating digital storytelling and localized e-commerce marketplace to facilitate SMEs expansion and growth by focusing on the unique stories and characteristics of Italian SMEs. This project provides a targeted intervention to promote economic growth in Italy’s shrinking villages and aging population, recognizing the vital role of SMEs in the country’s overall added value.
We interviewed ten small business owners from different sectors: food, art, agriculture, hospitality, food service, and agritourism, to understand their business landscape and scope, typical customers, community, and current digital platform adoption.
We learned from our conversations with SME owners that they currently have no easy way of working together with other SMEs in this area, despite the fact that their relationships with other SMEs are vital to their businesses’ success. Hence, one of the key features of the platform is to make it easy for SMEs to meet, collaborate, and build community with a network of other SMEs.
The second target user of the platform are potential visitors to less-frequent visited part of Italy. The platform offers potential visitors a way to connect with Italian SMEs in small towns and learn more deeply about the area. This more personal connection with a sense of place combined with trip-planning features through the platform will make the experience of visiting small towns more seamless.
Features
Distinguised by its unique attributes, our platform stands apart from conventional e-commerce platform. We are dedicated to simplifying the digitization process for small businesses, offering them as seamless pathway to establish a robust online presence that helps attract local and international tourists to visit.
Direct Connection with SMEs
Our platform establishes a direct and meaningful connection between users and small business owners, bridging the gap between consumers and the heart of local economies. By providing a seamless avenue for communication, users can engage directly with passionate entrepreneurs who are the driving force behind Italian small towns' economic vibrancy. This direct connection empowers users to gain firsthand insights, explore unique products and services, and even participate in collaborative initiatives, fostering a sense of community and shared growth.
Our platform establishes a direct and meaningful connection between users and small business owners, bridging the gap between consumers and the heart of local economies. By providing a seamless avenue for communication, users can engage directly with passionate entrepreneurs who are the driving force behind Italian small towns' economic vibrancy. This direct connection empowers users to gain firsthand insights, explore unique products and services, and even participate in collaborative initiatives, fostering a sense of community and shared growth.
Interactive Place-based Storytelling
Our platform is built around the compelling art of storytelling, enabling businesses to forge intimate connections with locales and their rich heritage, thus enhancing the personal bond between customers and places. Using an existing 360 camera model of an existing local cultural heritage, we engage local cultural heritage and immersive narratives rooted in specific locations, where potential customers could explore digitally, shaping a profound and interactive experience that brings local stories to life.
Our platform is built around the compelling art of storytelling, enabling businesses to forge intimate connections with locales and their rich heritage, thus enhancing the personal bond between customers and places. Using an existing 360 camera model of an existing local cultural heritage, we engage local cultural heritage and immersive narratives rooted in specific locations, where potential customers could explore digitally, shaping a profound and interactive experience that brings local stories to life.
Interactive Place-based Exploration
Our platform introduces an innovative approach to interactive place-based exploration, offering users an immersive journey through the heart of Italian small towns and their intricate tapestry of SMEs. Through cutting-edge technology, users can embark on virtual expeditions that seamlessly blend cultural heritage, local experiences, and economic vitality. This interactive exploration provides a window into the distinctive charm and character of each town, fostering a deeper understanding of its history, traditions, and the integral role played by SMEs in shaping its identity.
Our platform introduces an innovative approach to interactive place-based exploration, offering users an immersive journey through the heart of Italian small towns and their intricate tapestry of SMEs. Through cutting-edge technology, users can embark on virtual expeditions that seamlessly blend cultural heritage, local experiences, and economic vitality. This interactive exploration provides a window into the distinctive charm and character of each town, fostering a deeper understanding of its history, traditions, and the integral role played by SMEs in shaping its identity.
Collaborative Experience Development
Our platform's ethos lies in the synergy between collaborative experience development and the concept of territorial capital. By embracing the notion of territorial capital, we acknowledge the intrinsic value of local connections and relationships within Italian small towns. Through collaborative efforts, SMEs harness their collective strengths, weaving a rich tapestry of experiences that reflect the authentic spirit of each community. This collaboration not only magnifies the economic impact but also nurtures a sense of pride and shared purpose among small business owners. As these enterprises contribute to the growth of their local economies, they cultivate a reservoir of cultural and social capital that further enriches the fabric of the community. In turn, our platform becomes a conduit for fostering these connections, promoting economic vitality, and amplifying the unique identity of Italian small towns on a global stage.
Our platform's ethos lies in the synergy between collaborative experience development and the concept of territorial capital. By embracing the notion of territorial capital, we acknowledge the intrinsic value of local connections and relationships within Italian small towns. Through collaborative efforts, SMEs harness their collective strengths, weaving a rich tapestry of experiences that reflect the authentic spirit of each community. This collaboration not only magnifies the economic impact but also nurtures a sense of pride and shared purpose among small business owners. As these enterprises contribute to the growth of their local economies, they cultivate a reservoir of cultural and social capital that further enriches the fabric of the community. In turn, our platform becomes a conduit for fostering these connections, promoting economic vitality, and amplifying the unique identity of Italian small towns on a global stage.
©juanitahalim 2024