a创智天地品牌构建课件

Confidential–notfordistribution

机密文件KNOWLEDGEINNOVATIONCOMMUNITYBusinessModelFramework创智天地知识创新社区商业模式框架February20092009年2月1Confidential–notfordistribKNOWLEDGEINNOVATIONCOMMUNITYBusinessModelFramework创智天地知识创新社区商业模式框架KNOWLEDGEINNOVATIONCOMMUNITYExecutiveSummary ChuangZhiTianDi,alsoknownastheKnowledgeInnovationCommunity(KIC)isatacriticaljuncture.Sinceitsinception,ithaslaidthefoundationwithasolidrealestatemodel.KIChasalwaysbeenpoisedforgreatness;ithasbeenaconceptframeworkthatcaninnovativelyadapttotheeverchangingandevolvingnatureofcommercializationofknowledge,sciencesandtechnologyinChina. ThepurposeofthisdocumentistolookatKIC’sfuturedirection,tightentheconceptualframeworkandofferings,thenstructureimmediatenextstepsforaction.Itproposessixkeyplatformsontopofthebaserealestatemodel:venturecapital,incubation/acceleration,innovation,creativity,technologyandsustainability.ThesecanevolvewiththemarketandcommercializationcapacityovertimesothatKICwillachievesuccessasthe“cradleofinnovation”inChina. Itisespeciallyimportant,giventhecurrenteconomiccrisis,toincreaseworkefficiency,economizefundsandresourcestowardshighlyeffectiveresults.Therefore,akeyelementisKIC’sbranddevelopmenttocontinuetoelevatethevalueproposition.Throughbrandempowerment,internalteamscanleverageeachother’sworktowardsthesamebrandpositionandprojectittotheexternalaudience.

ExecutiveSummary ChuangZhiTiaExecutiveSummaryStructureoftheReport:Areviewofthebusinessmodel,community,ambience,lifestyle,offeringsandbrandcharacterandhowthesecanshifttothenexthigherlevel.2. Definitionofvision,mission,objectivesandprinciplestowardsprocessalignment.3. StrategyforbuildingaVC/Incubationfundingandmanagementcomponentandhowtointroducethisovertimeand increaseitsspatialpresence.4. DefiningthepositioningandactionsatKICandintheYangpuDistrictto: a)Increasethepresenceoftheventurecapitalplatformtowardsfuturedealflow. b)Generateopportunitiesforsuccessfulstart-upsthroughincubationandacceleration,includinginthecleantechsector. c)Solidifythecentralplatformofinnovationwithanemphasisofhowtotranslatethisintophysicalspaceaswellasmanagementsystems. d)Expandthecreativitybasetodrawoutthespaceforinnovationandtoattractawidercustomersegment,e)CelebratethetechnologyplatformandtakestepstomakeKICpartofaglobaldigitalcommunity.includingwithaparallelvirtualcommunitythatwillexpandKIC’spresenceinacosteffectiveway. f)Understandandstructurethesocial,environmentalandeconomicresponsibilitiestowardsservingthegreatersocietywhileallowingKICtocapitalizefromthesewithbestbusinesspractices.

ExecutiveSummaryStructureofExecutiveSummaryStructureofthereport:5. Increasingthebrandvalueandutilizingbrandingtolinkalltheplatformstowardsimplementation.Structuringtheorganizationtoaccomplishthegoals,includinghowthismayexpandinthefuture,includinghaving ahighlevelinternationalandnationaladvisoryboardtoadvise,connectnetworksandincreaseKIC’spresence.Puttingforthasustainablefundingmodelandunderstandingitsphasing.Asummaryofactionplansfor2009,takingintoaccounttheavailabilityofin-houseresourcesandlowcostsolutions.9. TheAppendixcontainsadditionalcontentforbranddevelopment,a“dipstick”researchsurveysummary,marketingstrategy,businessperformancereview,competitoranalysisandbenchmarkstudies,abrandblueprintandbrandempowerment.

ImplementationofthecoordinatedactionplanswillenableKICtoleverageitsstrengthsanddistinguishitselfasthepremierinnovativedevelopmentinChina.ExecutiveSummaryStructureofFromGoodtoGreat从优秀到卓越66FromGoodtoGreat

从优秀到卓越FrontEndRealEstate+BackEndVCandIncubatorBusinessModelthatmaximizesthesumofrents/salesofthewhole前端的传统房地产模式加后端的风投及孵化器商业模式的协同效应使整个系统达到利润最大化1.BusinessModel商业模型RealEstateBusinessModelmaximizingrent/salesoneachspace传统房地产业模式通过租售达到利润最大化。FromGoodtoGreat

从优秀到卓越FronFromGoodtoGreat

从优秀到卓越Quality,innovativepeople,institutionsandcompanies一个具有高质量的具有创新精神的人群，机构和企业的社区2.Community社区“Comeone,comeall”社区组成单一，一个来等于全部来的租户组成

FromGoodtoGreat

从优秀到卓越QualFromGoodtoGreat

从优秀到卓越Anenvironmentforthesoulofinnovation具有创新精神的氛围3.Ambience氛围营造

Emptyspacesandstreets,lackofinteraction缺乏人气及互动的街道及空间

FromGoodtoGreat

从优秀到卓越AneFromGoodtoGreat

从优秀到卓越IntegrateLive,Work,Learn,PlayandLearn融生活，工作，学习和娱乐与一体的综合型生活方式4. Lifestyle生活方式

Separatecommunitiesandindividuals没有连接互动的社区和个人FromGoodtoGreat

从优秀到卓越InteFromGoodtoGreat

从优秀到卓越Culturalexperiences,entertainmentandritualfocusedexcellence文化娱乐体验注重习俗的培养5.Offering提供服务NicebuildingsandspacesBroadmixofsectors只是有漂亮的房子和空间，但组团没有重点，太宽泛

FromGoodtoGreat

从优秀到卓越CultFromGoodtoGreat

从优秀到卓越IdentitythatinformsthespiritandcapturesthesoulClaritytoanyone鲜明清晰的品牌个性及品牌精神6.Brandcharacter品牌特质

FragmentedcharacterEverythingtoeveryone分散的品牌个性，每个人对品牌有着不同的理解和诠释 FromGoodtoGreat

从优秀到卓越IdenFRAMEWORK框架1313Vision

远景目标 TocreatethecradleofinnovationforChina,bringinguntapped,tacitcultureandknowledgetotheglobefore,andacceleratingthisthroughinternationalbestpractices.

通过最佳国际化实践以及触及全球前端未探及领域的知识分享来建立中国的创新摇篮。Vision

远景目标 TocreatethecraMissionStatement

使命

Toinnovatebyusingrealestateasanenablingtooltocommercializeknowledge,creativity,scienceandtechnologyintoproductsandservicesthatservesocietalgoodandleadintothe22ndcentury. 创新以房地产为工具，将知识，创造力，科学和技术转化成对社会有益的产品和服务，领先着进入22世纪。MissionStatement

使命 Process

进程BusinessModelandFiscalResponsibilityStructureandSystem商业模型和财务责任结构和系统OperationsandManagementAlignment营运和管理统一Marketing,SalesandLeasingtargets市场推广、销售和租赁目标PlanningandDesign,Parameters,Flexibility,Evolution规划设计，参数，灵活性，演变Process

进程BusinessModelandSTRATEGY策略1717TraditionalRealEstateDevelopmentModel传统房地产开发模式VC风险投资Incubator孵化器InnovativeRealEstateDevelopmentModel创新房地产开发模式NewBusinessModeltoIncreaseDistrictValue提升城区定位及价值InnovationDistrict创新城区KICTraditionalRealEstateVCInOverallConcept

整体概念Incubator+Accelerator孵化器＋加速器Non-TraditionalFinancing非传统融资e.g.VentureCapital;风投AngelCapital天使基金PhysicalSpace实体空间High-techFacilityandService高科技设施和服务Eco-System知识共享服务平台

RealEstateBase:HardEnvironment:BuildingSoftEnvironment:Management房地产开发－实现硬件环境 －管理软环境SustainableCommunity可持续发展的社区SustainableTechnology可持续发展技术SustainableEnvironment可持续发展的环境OverallConcept

整体概念IncubatorINTEGRATEDPLATFORMSINTEGRATEDPLATFORMS综合平台综合平台a创智天地品牌构建课件a创智天地品牌构建课件VentureCapitalPlatform

风险投资平台DealFlowisKey:Generate+Increase 项目是关键：孕育并发展项目NeedPlace-basedandWeb-based“Places”forExchange 需要实体和网络的交易场所UnderstandNeedsandObjectives 理解需求和目标CullEarly,MidandLateStageOpportunities 精选早期，中期和晚期的机会AngelInvestors 天使投资人Clusters 产业集群EnablingMechanisms 启动机制Howtoexpand,whototarget? 如何发展项目，谁是目标客户？Monetization:howdoesSOL,KIC,Yangpuwanttocapturethis?Howtoally+align? 融资：瑞安，KIC和杨浦和谁进行策略联盟？如何合作来把握这个机会？Non-TraditionalMonetization非传统融资平台VentureCapitalPlatform

风险投Yangpu:VentureCapitalPositioning

杨浦:风险投资定位

• MorelikelytoattractveryearlystageVCfirms 倾向投资位于早期发展阶段的创业公司的风投– Severalspecializeinthissegment(~1/3)(e.g.NEA, Sequoia,Softbank) 约三分之一的主要风险投资企业专注于先期投资（如NEA, Sequoia,Softbank）– Firmsthatfocusonlargerinvestmentslikelytolocatein Pudongordowntown 专注于更大型投资的企业倾向于选择浦东或市中心• Needaccesstodealflow 需要接近交易流– NewstartupsinKIC 创智天地中的新创业企业– StartupsfoundedbyYangpuinstituteanduniversitypeople 区内各机构和高校建立的创业企业– StartupsthatemployYangpuuniversitygraduates 聘用区内高校毕业生的创业企业• SatelliteofficesinKIC 创智天地中的卫星办公室– Withmainofficesdowntowncoveringnation/region 总部位于市中心，以覆盖国家/区域市场Yangpu:VentureCapitalPositia创智天地品牌构建课件a创智天地品牌构建课件CultureShift 文化转移KnowledgeExchange+Iteration 知识革新＋转化Hub+Spoke/Octopus=Networks: 中心＋辐射途径＝网络：• “Whoknowswhoknowswhat” “知道谁知道什么”Notjust“whoknowswho”,or“whoknowswhat” 不只是“谁认识谁”，或“谁知道什么”Place-based:Flexibility+FocalPoint 基地定位：可变动性＋聚焦点Virtual 实体还是虚体CivicEngagement 公众参与LinkagewithotherKnowledgeCenters 与其他知识中心的联系ResearchInstitutes,R+DCenters,Academia,Individuals 科研机构，研发中心，大专院校，个体企业InnovationSoul

创新灵魂Culture

创新文化Architecture

建筑空间Lifestyle

生活方式InnovationPlatform

创新平台CultureShiftInnovationSoul

创a创智天地品牌构建课件a创智天地品牌构建课件CreativityPlatformCreativityPlatform创意平台秘方成功：四类的集合推理性设计推理性工程内部的 外表的RichGoldAnneBalsamo行动思维实干分子艺术科学设计工程和创意平台成功：四类的集合推理性设计内部的 外表的a创智天地品牌构建课件a创智天地品牌构建课件Solidifyingtheplatform完善平台建设Convergenceofdata,voiceandvideo整合数据，影音资料Utilizeserviceprovidersnotvendors与服务供应商而不是单纯的硬件供应商合作TheemergenceofChineseproviders扶持国内供应商Goingwirelessandubiquitous(GPRS,CDMA,3G+)无线网络建设(GPRS,CDMA,3G)Sustainablemasstechnologiesvs.differentiation可持续的广泛应用的技术vs差异化技术Futurecollocation(IDC)provisionforSME’s?为中小企业度身定做技术平台Developaparallelvirtual/cybercommunitythathaslinkagevalue-addedpropositionstothereal/physicalKIC建立一个能提升创智天地价值的虚拟网络社区TechnologyPlatform

技术平台SolidifyingtheplatformTDigitalCityFrameworkInfrastructure-NetworkUbiquitousSensorNetworkAccessControlConvergenceNetworkGovernmentLearning360eGovernmenteHealthERSTrafficControlPollutionControlEnvironmentInfrastructure-DataRFID

Tag

HubSpatialDataHubIdentity

Mgt

HubLifestyle@Home@Work@Street@CommunityCommercialEnergySavingSecurityAccessPAFM-CommerceContentDeliveryIntelligentBuildingInventoryMgtUbiquitousSensorNetworkAccessControlConvergenceNetworkUbiquitousSensorNetworkAccessControlPollutionControlDigitalCityFrameworkInfrastr数码城市框架基础建设－网络UbiquitousSensorNetworkAccessControlConvergenceNetwork政府

全方位学习电子政务电子医疗地球资源卫星交通控制PollutionControlRFID电子标签技术中心空间数据中心身份管理中心生活方式@家@工作@街上@社区商业能源控制安全管制PAF移动商务内容提送行业信息建设仓储管理UbiquitousSensorNetworkAccessControl集中网络无所不在的传感器门户网络数据库管理污染控制环境基础建设－数据数码城市框架基础建设－网络UbiquitousSensa创智天地品牌构建课件a创智天地品牌构建课件SustainabilityStructure

可持续性结构ECONOMY:ProfitableReturnsoverTime经济：久而久之的利润回报EQUALITY:SocialWell-Being,PublicWelfare社会权益：社会幸福，公共福利ENVIRONMENT:Land,Transit,FreshWaterSystemandAir环境：土地、运输、新鲜供水系统和空气SUSTAINABILITY:DevelopmentModel可持续性：发展模型SustainabilityStructure

可持续性结Example:Equity–Equality(Economy–Social)SustainabilityStructurePrinciple1:JobCreation

Principle2:TaxGeneration

Principle3:CommunityOutreachand EngagementPrinciple4:SetupTrainingProgramstoincrease theKnowledgeofLocalResidents

Principle5:ProvideMultigenerationalSettings andPrograms

Principle6:AllowforNon-ProfitCommunity GroupsPrinciple7:ProvideEnvironmentsforaBalanced Live-Work-Learn-PlayLifestylePrinciple8:Unique-CannotReplicateExample:Equity–Equality(Ec实例:经济效益–均衡发展(经济–社会)可持续发展模型原则1:创造就业岗位

原则2:创造税收

原则3:社区发展和融合原则4:针对社区业主开展培训项目以增加他们的知识

原则5:提供多年龄层次的软硬件服务

原则6:接纳非营利机构入住原则7:营造一个生活-工作-学习-娱乐平衡的氛围原则8:独特性–无法复制社区文化环境经济发展网络化实例:经济效益–均衡发展(经济–社会)可持BrandDevelopment

品牌发展

4343ValueofBranding

品牌推广的价值Tocreatealargershareofthefuture 创造品牌更大的未来CONVENTION传统市场DISRUPTIVEIDEA颠覆性理念VISION创造更大未来的远景ValueofBranding

品牌推广的价值TocProduct商品Service服务Experience经验Value价值TheRelationshipbetweenBusinessModelandtheBrand商业模式与品牌的关系简述BrandValue品牌价值BrandEvolution品牌发展Product商品Service服务ExperiencProduct商品Service服务Experience经验Values价值TheRelationshipbetweenBusinessModelandtheBrand商业模式与品牌的关系简述ProductServiceExperienceValuesa创智天地品牌构建课件Process：It’saJourneyofRe-discovery

过程：重新发现的旅程CorporateCulture企业文化MarketingStrategy市场策略ConsumerUnderstanding理解消费者CompetitorAnalysis&Benchmarking竞争者分析和标杆Process：It’saJourneyofRe-BrandBlueprint

品牌蓝图Whatisourkeybrandpositioning? 什么是我们的品牌定位？What’sthebrandarchitecturethatarticulateandcrystallizewhatthebrandstandsfor? 以精炼的品牌蓝图来阐述我们的品牌精神BrandEssence品牌精髓WHATDOYOUSTANDFOR?你代表着什么？BrandDifferentiator品牌区分点WhatmakeyouuniqueandNOTREPLACABLE?什么让你独特并不可取代？BrandCharacter品牌个性Personifythebrandbyclearcharacters.什么是品牌清晰的个性？RTB理由Tellyourstoryonwhyyoucandeliverthosebenefits.什么是你的品牌故事，令人信服？Benefits益处Ashowcaseofyourfunctionalandemotionalbenefits.功能性和情感性的益处。ConsumerInsights消费者洞悉Naildownthekeyinsightthatwillbecomethetippingpoint.什么消费者洞察是我们的切入点？TargetAudience目标消费人群Definethepeopleyouwanttotalkto,spendmoneyon,establishlongtermrelationshipwith.定义你所要进行交流并保持长久关系的人群。Competitors竞争环境Defineyourterritory.定义你的战场。*BrandblueprintBrandBlueprint

品牌蓝图WhatisouBrandEmpowerment

品牌辐射Howdoweamplifythebrandpositioningindifferentbusinessdiscipline?如何将品牌定位放大到不同的企业职责部门？Howdowetranslatethebrandpositioningintoactionableplanondifferentchannelwithcoherence?如何将品牌定位延伸至可执行方案，并在不同的系统上产生协同和统一，创造更大的价值？BrandEmpowerment

品牌辐射Howdoa创智天地品牌构建课件a创智天地品牌构建课件WhoareourPRIORITIZEDconsumersegmentations? 哪些是我们的优先客户群体？

Whataretheirunmetneeds? 他们的哪些需求未被满足？Individuals个人Start-ups初创企业SME中小型企业MNC跨国企业Government政府Institutions机构Associations协会NGO非政府组织Incubator孵化器VC风险投资BusinessConsultants商务顾问KICresidents/visitors/eventsandculture创智天地居民/访客/活动和文化partners&supplychainsnotcolocatedatthedevelopment合作伙伴和供应链在项目开发中没有在一起virtualcommunitybeyondthephiscalcommunity实体社区外的虚拟社区University大学ConsumerUnderstanding

理解客户1stTIER第一2ndTIER第二3rdTIER第三4thTIER第四5thTIER第五IndividualsGovernmentInstitutiAdvisoryBoard

顾问团Leadership,Advice,Networks 领导力，建议，人际网络TopCaliber,NoblePrizeLevel 顶级，诺贝尔奖水准C-LevelsforMarketSegment 各市场的顶级管理人员PresidentorVPofMajorUniversities,esp.ResearchandCommercialization 各大院校，特别是主管调研和商业化的校长，副校长CanbeActiveorRetired 在职或退休状态TopInnovators,IT 顶级创新者，IT行业的AnnualCritiqueGet-Together,thenLectureandMediaExposure 年度的审议，演讲以及媒体曝光AdvisoryBoard

顾问团Leadership演讲完毕，谢谢观看！演讲完毕，谢谢观看！Confidential–notfordistribution

机密文件KNOWLEDGEINNOVATIONCOMMUNITYBusinessModelFramework创智天地知识创新社区商业模式框架February20092009年2月56Confidential–notfordistribKNOWLEDGEINNOVATIONCOMMUNITYBusinessModelFramework创智天地知识创新社区商业模式框架KNOWLEDGEINNOVATIONCOMMUNITYExecutiveSummary ChuangZhiTianDi,alsoknownastheKnowledgeInnovationCommunity(KIC)isatacriticaljuncture.Sinceitsinception,ithaslaidthefoundationwithasolidrealestatemodel.KIChasalwaysbeenpoisedforgreatness;ithasbeenaconceptframeworkthatcaninnovativelyadapttotheeverchangingandevolvingnatureofcommercializationofknowledge,sciencesandtechnologyinChina. ThepurposeofthisdocumentistolookatKIC’sfuturedirection,tightentheconceptualframeworkandofferings,thenstructureimmediatenextstepsforaction.Itproposessixkeyplatformsontopofthebaserealestatemodel:venturecapital,incubation/acceleration,innovation,creativity,technologyandsustainability.ThesecanevolvewiththemarketandcommercializationcapacityovertimesothatKICwillachievesuccessasthe“cradleofinnovation”inChina. Itisespeciallyimportant,giventhecurrenteconomiccrisis,toincreaseworkefficiency,economizefundsandresourcestowardshighlyeffectiveresults.Therefore,akeyelementisKIC’sbranddevelopmenttocontinuetoelevatethevalueproposition.Throughbrandempowerment,internalteamscanleverageeachother’sworktowardsthesamebrandpositionandprojectittotheexternalaudience.

ExecutiveSummary ChuangZhiTiaExecutiveSummaryStructureoftheReport:Areviewofthebusinessmodel,community,ambience,lifestyle,offeringsandbrandcharacterandhowthesecanshifttothenexthigherlevel.2. Definitionofvision,mission,objectivesandprinciplestowardsprocessalignment.3. StrategyforbuildingaVC/Incubationfundingandmanagementcomponentandhowtointroducethisovertimeand increaseitsspatialpresence.4. DefiningthepositioningandactionsatKICandintheYangpuDistrictto: a)Increasethepresenceoftheventurecapitalplatformtowardsfuturedealflow. b)Generateopportunitiesforsuccessfulstart-upsthroughincubationandacceleration,includinginthecleantechsector. c)Solidifythecentralplatformofinnovationwithanemphasisofhowtotranslatethisintophysicalspaceaswellasmanagementsystems. d)Expandthecreativitybasetodrawoutthespaceforinnovationandtoattractawidercustomersegment,e)CelebratethetechnologyplatformandtakestepstomakeKICpartofaglobaldigitalcommunity.includingwithaparallelvirtualcommunitythatwillexpandKIC’spresenceinacosteffectiveway. f)Understandandstructurethesocial,environmentalandeconomicresponsibilitiestowardsservingthegreatersocietywhileallowingKICtocapitalizefromthesewithbestbusinesspractices.

ExecutiveSummaryStructureofExecutiveSummaryStructureofthereport:5. Increasingthebrandvalueandutilizingbrandingtolinkalltheplatformstowardsimplementation.Structuringtheorganizationtoaccomplishthegoals,includinghowthismayexpandinthefuture,includinghaving ahighlevelinternationalandnationaladvisoryboardtoadvise,connectnetworksandincreaseKIC’spresence.Puttingforthasustainablefundingmodelandunderstandingitsphasing.Asummaryofactionplansfor2009,takingintoaccounttheavailabilityofin-houseresourcesandlowcostsolutions.9. TheAppendixcontainsadditionalcontentforbranddevelopment,a“dipstick”researchsurveysummary,marketingstrategy,businessperformancereview,competitoranalysisandbenchmarkstudies,abrandblueprintandbrandempowerment.

ImplementationofthecoordinatedactionplanswillenableKICtoleverageitsstrengthsanddistinguishitselfasthepremierinnovativedevelopmentinChina.ExecutiveSummaryStructureofFromGoodtoGreat从优秀到卓越616FromGoodtoGreat

从优秀到卓越FrontEndRealEstate+BackEndVCandIncubatorBusinessModelthatmaximizesthesumofrents/salesofthewhole前端的传统房地产模式加后端的风投及孵化器商业模式的协同效应使整个系统达到利润最大化1.BusinessModel商业模型RealEstateBusinessModelmaximizingrent/salesoneachspace传统房地产业模式通过租售达到利润最大化。FromGoodtoGreat

从优秀到卓越FronFromGoodtoGreat

从优秀到卓越Quality,innovativepeople,institutionsandcompanies一个具有高质量的具有创新精神的人群，机构和企业的社区2.Community社区“Comeone,comeall”社区组成单一，一个来等于全部来的租户组成

FromGoodtoGreat

从优秀到卓越QualFromGoodtoGreat

从优秀到卓越Anenvironmentforthesoulofinnovation具有创新精神的氛围3.Ambience氛围营造

Emptyspacesandstreets,lackofinteraction缺乏人气及互动的街道及空间

FromGoodtoGreat

从优秀到卓越AneFromGoodtoGreat

从优秀到卓越IntegrateLive,Work,Learn,PlayandLearn融生活，工作，学习和娱乐与一体的综合型生活方式4. Lifestyle生活方式

Separatecommunitiesandindividuals没有连接互动的社区和个人FromGoodtoGreat

从优秀到卓越InteFromGoodtoGreat

从优秀到卓越Culturalexperiences,entertainmentandritualfocusedexcellence文化娱乐体验注重习俗的培养5.Offering提供服务NicebuildingsandspacesBroadmixofsectors只是有漂亮的房子和空间，但组团没有重点，太宽泛

FromGoodtoGreat

从优秀到卓越CultFromGoodtoGreat

从优秀到卓越IdentitythatinformsthespiritandcapturesthesoulClaritytoanyone鲜明清晰的品牌个性及品牌精神6.Brandcharacter品牌特质

FragmentedcharacterEverythingtoeveryone分散的品牌个性，每个人对品牌有着不同的理解和诠释 FromGoodtoGreat

从优秀到卓越IdenFRAMEWORK框架6813Vision

远景目标 TocreatethecradleofinnovationforChina,bringinguntapped,tacitcultureandknowledgetotheglobefore,andacceleratingthisthroughinternationalbestpractices.

通过最佳国际化实践以及触及全球前端未探及领域的知识分享来建立中国的创新摇篮。Vision

远景目标 TocreatethecraMissionStatement

使命

Toinnovatebyusingrealestateasanenablingtooltocommercializeknowledge,creativity,scienceandtechnologyintoproductsandservicesthatservesocietalgoodandleadintothe22ndcentury. 创新以房地产为工具，将知识，创造力，科学和技术转化成对社会有益的产品和服务，领先着进入22世纪。MissionStatement

使命 Process

进程BusinessModelandFiscalResponsibilityStructureandSystem商业模型和财务责任结构和系统OperationsandManagementAlignment营运和管理统一Marketing,SalesandLeasingtargets市场推广、销售和租赁目标PlanningandDesign,Parameters,Flexibility,Evolution规划设计，参数，灵活性，演变Process

进程BusinessModelandSTRATEGY策略7217TraditionalRealEstateDevelopmentModel传统房地产开发模式VC风险投资Incubator孵化器InnovativeRealEstateDevelopmentModel创新房地产开发模式NewBusinessModeltoIncreaseDistrictValue提升城区定位及价值InnovationDistrict创新城区KICTraditionalRealEstateVCInOverallConcept

整体概念Incubator+Accelerator孵化器＋加速器Non-TraditionalFinancing非传统融资e.g.VentureCapital;风投AngelCapital天使基金PhysicalSpace实体空间High-techFacilityandService高科技设施和服务Eco-System知识共享服务平台

RealEstateBase:HardEnvironment:BuildingSoftEnvironment:Management房地产开发－实现硬件环境 －管理软环境SustainableCommunity可持续发展的社区SustainableTechnology可持续发展技术SustainableEnvironment可持续发展的环境OverallConcept

整体概念IncubatorINTEGRATEDPLATFORMSINTEGRATEDPLATFORMS综合平台综合平台a创智天地品牌构建课件a创智天地品牌构建课件VentureCapitalPlatform

风险投资平台DealFlowisKey:Generate+Increase 项目是关键：孕育并发展项目NeedPlace-basedandWeb-based“Places”forExchange 需要实体和网络的交易场所UnderstandNeedsandObjectives 理解需求和目标CullEarly,MidandLateStageOpportunities 精选早期，中期和晚期的机会AngelInvestors 天使投资人Clusters 产业集群EnablingMechanisms 启动机制Howtoexpand,whototarget? 如何发展项目，谁是目标客户？Monetization:howdoesSOL,KIC,Yangpuwanttocapturethis?Howtoally+align? 融资：瑞安，KIC和杨浦和谁进行策略联盟？如何合作来把握这个机会？Non-TraditionalMonetization非传统融资平台VentureCapitalPlatform

风险投Yangpu:VentureCapitalPositioning

杨浦:风险投资定位

• MorelikelytoattractveryearlystageVCfirms 倾向投资位于早期发展阶段的创业公司的风投– Severalspecializeinthissegment(~1/3)(e.g.NEA, Sequoia,Softbank) 约三分之一的主要风险投资企业专注于先期投资（如NEA, Sequoia,Softbank）– Firmsthatfocusonlargerinvestmentslikelytolocatein Pudongordowntown 专注于更大型投资的企业倾向于选择浦东或市中心• Needaccesstodealflow 需要接近交易流– NewstartupsinKIC 创智天地中的新创业企业– StartupsfoundedbyYangpuinstituteanduniversitypeople 区内各机构和高校建立的创业企业– StartupsthatemployYangpuuniversitygraduates 聘用区内高校毕业生的创业企业• SatelliteofficesinKIC 创智天地中的卫星办公室– Withmainofficesdowntowncoveringnation/region 总部位于市中心，以覆盖国家/区域市场Yangpu:VentureCapitalPositia创智天地品牌构建课件a创智天地品牌构建课件CultureShift 文化转移KnowledgeExchange+Iteration 知识革新＋转化Hub+Spoke/Octopus=Networks: 中心＋辐射途径＝网络：• “Whoknowswhoknowswhat” “知道谁知道什么”Notjust“whoknowswho”,or“whoknowswhat” 不只是“谁认识谁”，或“谁知道什么”Place-based:Flexibility+FocalPoint 基地定位：可变动性＋聚焦点Virtual 实体还是虚体CivicEngagement 公众参与LinkagewithotherKnowledgeCenters 与其他知识中心的联系ResearchInstitutes,R+DCenters,Academia,Individuals 科研机构，研发中心，大专院校，个体企业InnovationSoul

创新灵魂Culture

创新文化Architecture

建筑空间Lifestyle

生活方式InnovationPlatform

创新平台CultureShiftInnovationSoul

创a创智天地品牌构建课件a创智天地品牌构建课件CreativityPlatformCreativityPlatform创意平台秘方成功：四类的集合推理性设计推理性工程内部的 外表的RichGoldAnneBalsamo行动思维实干分子艺术科学设计工程和创意平台成功：四类的集合推理性设计内部的 外表的a创智天地品牌构建课件a创智天地品牌构建课件Solidifyingtheplatform完善平台建设Convergenceofdata,voiceandvideo整合数据，影音资料Utilizeserviceprovidersnotvendors与服务供应商而不是单纯的硬件供应商合作TheemergenceofChineseproviders扶持国内供应商Goingwirelessandubiquitous(GPRS,CDMA,3G+)无线网络建设(GPRS,CDMA,3G)Sustainablemasstechnologiesvs.differentiation可持续的广泛应用的技术vs差异化技术Futurecollocation(IDC)provisionforSME’s?为中小企业度身定做技术平台Developaparallelvirtual/cybercommunitythathaslinkagevalue-addedpropositionstothereal/physicalKIC建立一个能提升创智天地价值的虚拟网络社区TechnologyPlatform

技术平台SolidifyingtheplatformTDigitalCityFrameworkInfrastructure-NetworkUbiquitousSensorNetworkAccessControlConvergenceNetworkGovernmentLearning360eGovernmenteHealthERSTrafficControlPollutionControlEnvironmentInfrastructure-DataRFID

Tag

HubSpatialDataHubIdentity

Mgt

HubLifestyle@Home@Work@Street@CommunityCommercialEnergySavingSecurityAccessPAFM-CommerceContentDeliveryIntelligentBuildingInventoryMgtUbiquitousSensorNetworkAccessControlConvergenceNetworkUbiquitousSensorNetworkAccessControlPollutionControlDigitalCityFrameworkInfrastr数码城市框架基础建设－网络UbiquitousSensorNetworkAccessControlConvergenceNetwork政府

全方位学习电子政务电子医疗地球资源卫星交通控制PollutionControlRFID电子标签技术中心空间数据中心身份管理中心生活方式@家@工作@街上@社区商业能源控制安全管制PAF移动商务内容提送行业信息建设仓储管理UbiquitousSensorNetworkAccessControl集中网络无所不在的传感器门户网络数据库管理污染控制环境基础建设－数据数码城市框架基础建设－网络UbiquitousSensa创智天地品牌构建课件a创智天地品牌构建课件SustainabilityStructure

可持续性结构ECONOMY:ProfitableReturnsoverTime经济：久而久之的利润回报EQUALITY:SocialWell-Being,PublicWelfare社会权益：社会幸福，公共福利ENVIRONMENT:Land,Transit,FreshWaterSystemandAir环境：土地、运输、新鲜供水系统和空气SUSTAINABILITY:DevelopmentModel可持续性：发展模型SustainabilityStructure

可持续性结Example:Equity–Equality(Economy–Social)SustainabilityStructurePrinciple1:JobCreation

Principle2:TaxGeneration

Principle3:CommunityOutreachand EngagementPrinciple4:SetupTrainingProgramstoincrease theKnowledgeofLo