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

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

3. 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

4. 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

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

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

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

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

9. 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…

10. 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 !

11. Stand Out !!
Your presentation strategy

13. 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

14. 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

15. Mock-up case studies from the Middle-East

16. 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

17. Case study
The Mock-Up Experience
TRA Dubai HQ Building

18. 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  
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

19. 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
~ EUR (100,000 AED)
Mock-up Handout

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

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

22. Case Study in Abu Dhabi: Telecommunications Regulatory Authority
Rendering Details

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

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

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

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

27. 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

28. Case study
The Mock Up Experience

29. 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

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

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

32. Case study: Bank Muscat
The Mock Up Process in Rosenheim

33. Case study: Bank Muscat
Moments of client visit in Rosenheim

34. Case study: Bank Muscat
After Installation

35. 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