Mock-up process & case studies Emerging Future REMEA Sales Meeting 2011 – Turkey Mock-up process & case studies Christian DAUL Amir Khan – Raja Fakhouri

Index Mock-up situation in REMEA Next steps 2 mock-up experiences in the Middle-East: TRA - Abu Dhabi BankMuscat - Oman

Creating a great Mock-Up Experience A mock-up is a simulated environment representing the value to be delivered to the client. USA example from in2.steelcase.com

Creating a Mock Up Stage Mock-ups in REMEA In REMEA, very differentiated situation locally for mock-ups: some good examples but also quite a few bad examples No consistent quality approach of mock-ups, ….because : low involvement of Steelcase salespeople no use of a process dealer reluctant to invest in mock-up tools underestimation of customer impact from a great mock-up no dedicated follow-up of mock-up requests

Creating a Mock Up Stage Mock-ups in REMEA for Pfizer Prague by Linstram (CZ)

Creating a Mock Up Stage Mock-ups in REMEA for Pfizer Prague by Linstram (CZ)

Creating a Mock Up Stage Mock-ups in REMEA for CSOB Bank Brno by Linstram (CZ)

Creating a Mock Up Stage Mock-ups in REMEA for BMCE Banque Casablanca Morocco

Creating a Mock Up Stage Mock-ups in REMEA Creating a Mock Up Stage Current situation on extranet websites Infos to improve a mock-up exist on Steelcase-Village….  But are they used ? Infos with full process exist on the USA extranet (in2.steelcase.com) But process applies only to Steelcase USA products…

Mock-ups in REMEA How do we improve the mock-up experience ? From the existing process in the USA, let’s learn & apply the good practices! Be aware of the existing tools  A copy for you !

Stand Out !! Your presentation strategy

The 12 tips ! 1. Check mock-up specification 2. Light it up ! 3. Floor it 4. Name tags for attendees 5. Gracious hosting 6. Accessorize the mock-up ! 7. Lasting memories – extend the experience 8. Product demonstration display 9. The unexpected surprise 10. Brand it ! 11. Show options and alternatives 12. Make the space relevant

Creating a Mock Up Stage What’s next in REMEA? Mock-ups have to be improved ! We will work on the process for November 2011 : - to reuse some best practices from Steelcase USA and apply them for the whole REMEA portfolio - to focus more on tracking the mock-ups - to grant specific discount levels for a great mock-up - to provide new tools - to help salespeople in delivering a better experience, as we exchange more infos on projects - by allocating some resources - Operations have started also a project

Mock-up case studies from the Middle-East

Creating a great Mock-Up experience “ Don’t even think about ordering that mock-up without first knowing what you’ll say, show & demonstrate at the presentation.” Chris Dalambakis: Manager, Mock–up Experience Team

Case study The Mock-Up Experience TRA Dubai HQ Building

Telecommunications Regulatory Authority Mock-up in Abu Dhabi: Telecommunications Regulatory Authority The Client: The Telecommunications Regulatory Authority (TRA) of the United Arab Emirates The Opportunity: 5 floors in Dubai with a target completion by end 2010 / early 2011 and Future opportunity 9 Floors in Abu Dhabi in 2011.   Approximate combined total value – US$ 750,000 to US$ 1.0 mil. A great Government project reference with potential annuity business. Products: c:scape, Answer panels, FlipTop Twin, cobi, Leap Lounge, Leap Task Competitors: Knoll, Haworth, Teknion, Herman Miller, Allsteel & Knoll Project Duration: 24 months from initial contact to finalisation

Mock-up Location & Investment Mock-up in Abu Dhabi: Telecommunications Regulatory Authority Mock-up Process Background: How it started with this client visit to Neocon Developing a few Configuration proactively Our team stayed focus with NY Designer CUH2A Mock Up Showroom Mock-up Location & Investment Dealer Showroom “Office Inspiration” in Abu Dhabi ~ 20.000 EUR (100,000 AED) Mock-up Handout

Telecommunications Regulatory Authority Mock-up in Abu Dhabi: Telecommunications Regulatory Authority Proposed Layout Mock Up Showroom Staff Workstation

Case Study in Abu Dhabi: Telecommunications Regulatory Authority 3D Rendering Shared with Client

Case Study in Abu Dhabi: Telecommunications Regulatory Authority Rendering Details

Telecommunications Regulatory Authority Mock-up in Abu Dhabi: Telecommunications Regulatory Authority Mock Up Showroom

Telecommunications Regulatory Authority Mock-up in Abu Dhabi: Telecommunications Regulatory Authority Supervisor’s Workstation

Telecommunications Regulatory Authority Mock-up in Abu Dhabi: Telecommunications Regulatory Authority Staff Workstation

Telecommunications Regulatory Authority Mock-up in Abu Dhabi: Telecommunications Regulatory Authority Manager’s -Enclosed Offices

Adopted Best practices on Mock-Up: Source US Website Mock-up in Abu Dhabi: Telecommunications Regulatory Authority Adopted Best practices on Mock-Up: Source US Website Experience for TRA Our Stand Out Strategy !! * Exceeded Clients Expectation’s * Overall Presentation Strategy * Effective Lights on Mock up * Positioning on carpets to enhance * Efforts on overall Aesthetics make us stand out * Displayed most options and alternatives * Demonstrated how a space can be Used * Gracious hosting * Mock-up Book Handout Mock Up Showroom Staff Workstation

Case study The Mock Up Experience

Mock-Up Bank Muscat The Client: BankMuscat is the leading financial services provider in Oman with a strong presence in Corporate Banking, Retail Banking, Investment Banking, Treasury, Private Banking and Asset Management The Opportunity: New Headquarter Building 1400 workstations, spread in 120,000 sq/ft Products: Frame One, Partito Screens, Universal Pedestals with Cushion and Universal Storage. Competitors: Herman Miller, Haworth, Knoll, Teknion, Fantoni, Unifor and Estel. Project Duration: 24 months from initial contact to finalisation

Case study: Bank Muscat 3D Rendering Used at tender stage.

Mock-Up Bank Muscat Client invitation Mock Up Showroom Staff Workstation

Case study: Bank Muscat The Mock Up Process in Rosenheim

Case study: Bank Muscat Moments of client visit in Rosenheim

Case study: Bank Muscat After Installation

Case study: Bank Muscat Mock Up Experience “ Steelcase team extended professionalism and hospitality throughout our visit that we were delighted with. We believe that we achieved more than what was intended from the visit. ” Fahad Al Bulushi – Bank Muscat