“Tell me something that’s true, that almost nobody agrees with you on.” Peter Thiel

EARNED SECRETS

1. INTERNET: A majority of potential customers strictly use Instagram for information.
2. TRUST: Word-of-mouth was the most trusted source of information.
3. PRIVACY/EXCLUSIVITY: Most of the affluent expats and second homeowners prefer private dinner parties (catered by many of the chefs looking for work during the off-season) to restaurants.
4. ENTERTAINMENT/ESCAPISM: The affluent expat/tourist values art and culture as a form of entertainment.
5. PERSONALIZED SERVICE: Most of the customers interviewed highly depend on the service industry, such as travel agents, art curators, interior designers, chefs, bartenders, etc and also have joined at least one membership club.
6. COMMON INTERESTS: Expats/holiday homeowners tend to form groups based on a common interest – cycling, boating, hiking, wine and dining – being the most mentioned.

THE POSITIONING STATEMENT

TARGET CUSTOMER SEGMENT

Culturally aware and affluent expatriates, affluent tourists, and second homeowners

JOB TO BE DONE / OUTCOME / DREAM

Want to feel part of a creative community

PRODUCT CATEGORY

A consulting and hospitality service industry

DIFFERENCE

• Alternative to Google, Instagram, Word-of-mouth, and Whatsapp chat groups: Save time with curated and highly selective knowledge base of recommendations and access to creative community
• Alternative to traveling for art/design needs: curated art dinners and brunches with guest artists and other producers in the cultural creative community

CUSTOMER VALUE PROPOSITION

• Saves them time and resources [giving them more time to enjoy their life]
• Builds their social network and community [giving them a feeling of home]

BENEFITS

• Information: Trusted outlet for organized information/recommendations
• Social networking: Curated dinners, cocktails parties, and brunches
• Unique and exclusive: membership-based and invitation only
• Access: fine art and limited edition designer objects with a trunk show concept in unique spaces

For expatriates/holiday homeowners/affluent tourists who want to feel part of the art and design community, the Curated Concierge is a membership-based arts club that saves them time and builds a feeling of community unlike using their limited resources (time and social network) or traveling to other destinations (costs), we provide a personal concierge of carefully researched information with a members-only app and bespoke itineraries, a monthly program of curated experiences with the art and design community, and experiential exhibitions and other events in the arts.

ELEVATOR PITCH

Curated Concierge is an art and design concierge membership service that serves as an art and design advisory service, providing bespoke itineraries and information, pop-up exhibitions and experiential events in unique spaces to bring the creative community together in Mallorca.

FEATURES

A membership and invitation-only community group

A members-only app with full Website/Instagram Access

Monthly Newsletter with Event Schedule

Exhibitions and Events

Exclusive purchase opportunities and discounts for retail pop-ups

BIBLIOGRAPHY

Sturrock, P. (2020) [Simple Venture Design] Are you earning enough secrets? Available at: https://venturedesign.substack.com/p/are-you-earning-enough-secrets

Sturrock, P. (2022) Week 3: Customer Discovery [PowerPoint presentation]. Available at: file:///Users/me/Downloads/Week%203.pdf.