Base Spread Know-How
A service that turns online knowledge into physical classes, within BASE’s creative community.
Base Spread Know-How (BSKH) is a service concept designed for BASE Milano, a hybrid cultural centre in Milan. It turns online knowledge into physical classes: educators produce professional video content with BASE's support, and learners help decide which classes come to life in BASE's spaces.
The project was developed by a team of consultants on a real brief for BASE, within the Master in Product Service System Design at Politecnico di Milano (2020/21). The full team is credited at the end of the film.
How might we empower participants to shape BASE's cultural production, so that it is both high quality and accessible?
Three personas drive the experience: two educators and one learner.
Behind the experience sits a service system. Offering maps define what educators and learners receive. Blueprints separate what users see from what BASE and its partners do behind the stage. A stakeholder map shows how partners deliver the platform, training and spaces.
BSKH is a two-sided platform, with a business model designed to be sustainable from the start. Educators join through an annual membership (€229 in our model), while learners choose between a standard and a premium membership. Ticket sales for physical and streaming events, and extra services such as studio time and video production, complete the revenue.
Partners carry much of the support layer, from video production to event planning, in exchange for free access as educators and for hosting their own events at BASE. This keeps costs concentrated on four areas: platform, people, utilities and others, such as acquisition and advertising. Projections pointed to break-even between the second and third year.
Success was framed through socio-cultural KPIs, such as learning engagement and competency increase, and financial KPIs, such as retention and Net Promoter Score. A social innovation framework mapped the wider effect on capability, participation, wellbeing, entrepreneurship, inclusion and BASE's spaces.
