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    Date submitted
  • 04-Dec-2017

Mo.Nat

Abstract

Who told you that what is beautiful and good has to be complicated and expensive? Mo.Nat's vision is to bring well-being to people's lives through a combination of the beauty of Made in Italy design and the nature of plants as a decorative element. Mo.Nat: "Your Place, Your Nature". Mo.Nat comes from the image of rocks on which plants grow, whose 2D structure was theorized by Penrose. The transposition of this pattern in the third dimension gives life to Mo.Nat, which offers the opportunity to combine 2 single modules in infinite compositions, through magnets' connection. MO.NAT is a link between the Green economy and the Core Design markets. The first responds to demanding, informed, contentious and concerned about environmental issues consumers, who purchase sustainable products from green businesses. Mo.Nat gains a competitive advantage in terms of: (1) modularity; (2) technology; (3) customizability; (4) ecocompatibility; (5) base module size; (6) price. Mo.Nat offers beautiful and functional products that improve the quality of life of people, because of its integration into everyday life. The affordable price also allows anyone to enjoy the benefits of nature with a curious and flexible design product.

Video

Original YouTube URL: Open

Introduction Video

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Additional Questions

Who is your customer?

Mo.Nat meets the needs of demanding, informed, contentious customers who are concerned about environmental issues, and purchase sustainable products from green businesses. Reference target: millennials (born between 1980 and 2000).This gives MO.NAT an added value because it strengthens the attention to the needs of its customers, with a beautiful product that generates well-being. Three out of four customers are willing to pay more for products that respect the environment. The reference market (TAM) is the European Core Design market, which represents 47% of the whole world market. In particular, 30% of this is represented by Italy. Mo.Nat considers customers who decide to buy online, with a Serviceable Obtainable Market equal to 1.3 MLN €. In addition to offering highly sustainable products in terms of both eco-materials and production techniques, MO.NAT pays high attention to environmental sustainability with respect to all the activities of the supply chain, and to the quality of life of the customers to whom it is targeted.

What problem does this idea/product solve or what market need does it serve?

MO.NAT is a link between the Green economy and the Core Design markets. Mo.Nat responds to people's needs to improve the quality of everydays lives, and does it by linking Nature and Made in Italy Design. The world market for sustainable goods and services is estimated at 4.2 trillion EUR (21% EU) and has grown at an average annual rate of 4% despite the recession, thus contributing to making the green economy one of the sectors with the strongest growth potential. 80% of European citizens occasionally (54%) or regularly (26%) buy green products. The greenest countries are Austria (93%), Germany (90%) and Sweden (89%). The core design market, strongly grown with high-quality design during the two-year period 2015-2016 (€ 32 billion in 2015), is represented by Europe by 47% (€ 15 billion - a 4% increase over the two-year period). Italy (+ 1-2% in 2015/16) is a design market leader, with about 30% of the global market share, corresponding to € 50 million, and higher growth than other online market sectors (+ 1.5 billion euros in 2015/16).

What attributes will make this idea/product successful? Why do you believe that those features will create success?

MO.NAT gains a competitive advantage in terms of: (1) modularity; (2) technology; (3) customizability; (4) ecocompatibility; (5) base module size; (6) price. The affordable price also allows anyone to enjoy the benefits of nature with a curious and flexible design product. Mo.Nat is highly flexible and adaptable to the needs of everybody, in terms of size, composition, colour, material, and price. Mo.Nat's offers high quality design products, whilst at the same time easy to manage and configure. Mo.Nat also offers the opportunity to create the own modules' configuration, or to ask for a professional support during the configuration stage, through a team of high skills designers.

Explain how you (your team) will execute to make this idea/product successful? What gives you (your team) an advantage over others already in the market or new to this market?

Mo.Nat's competitors are companies that sell: Pots and directly competitive products; or replacement products that make the environment flexible. MO.NAT offers beautiful and functional products that improve the quality of life of people, because of their integration into everyday life. The affordable price also allows anyone to enjoy the benefits of nature with a curious and adaptable design product. On the contrary, pots and directly competitive products generally have a low price, but do not consider the design quality, nor the technology component nor are sustainable, nor customizable. Concerning non-direct competitors, the market offers green walls where the design of the single component gives way to the functionality of the structure, often related to the use of technology to allow remote control of plant welfare. Mo.Nat offers all the advantages of different competitors in only one product, which is affordable to all customers who love plants, is a high quality design product, and respects the nature.