[Music]
good morning everyone then explains a
moment as ever they disappeared in the classroom and
I went to Calabria actually
I’m married very early at age 19 I have
had my first child I
married boy from Calabria and then
theater most of my life of the
my youth to be a mother and this one
what has served me so much for mine
activity
after that they are yellowzafferano because I have
started cooking very soon
because they had to and so I did
need virtue then saw that I liked it
it is very true that I come from one
family of restaurateurs and therefore also
there I must say I’m a little born in the kitchen
it was a little peek at what he was doing
my dad also what the chef was doing
that every time I turned ingredient
secret not to be done but then when I have
figured out how it worked out
the obstacle and therefore also in that case
I have to say
let’s say the kitchen was born with me say
because small to the Pope with just to the
Austrian grandmother’s restaurant
grew up that was very good in the kitchen
I was the smallest so I followed her
in all his
evolutions in the kitchen and therefore there are
I grew up with the kitchen in my blood
a little for these things
the fact of being so many years though
also in Campania allowed me to
come in contact with the raw materials
with nature to really touch with
hand what was the food and his
transformation see it also plant
I do not know how to grow tomato to harvest it
turn it that was something that
he helped me a lot
understand a little also what was the
needs or in the kitchen
and about waves seen precisely
pesto first is a bit the common thread
I must say that in 2006 when I and the
my partner looked at us on the
the world of cooking on the web was there
calm flat in the sense that the only thing
that was was
yes a very textual web devoid of
photographs and you know that tv is eaten
first with the eyes it is very very boring
and he was really looking for something that
could also attract close to
kitchen and it was certainly not writing in
Italian is used to reading very little
and he gets very annoyed too we see him
even from our mail to me you have them
a mileage mail maybe leave a
moment last and then sail forget
if you write two lines , read it
surely to understand they tell you so
very fast so from flat calm
we thought to come up with something
that it could be a little more moved no
photographs the images then in that
moment what we do not think is not
it was certainly the kitchen already existed but
it was just something that invited and that
help people get close to
kitchen also because perhaps many of you
mistakenly believe the Italians whom
there are all good it’s not true they are the
Italians eat very well but not
they all know how to cook then there is to say that
there was also a gadget and rational
because for example many mothers those
of my age have been women in
career and therefore could not
transmit a lot the kitchen to
daughters and then daughters as they have
started cooking with yellow
saffron but it was obvious it was a medium
very young were videos were photos
so they were images that approached
they wanted people to look at one
videos looked at the photographs of ce
I can do it
even once there was one
Japanese journalist who told me
in Japan we look
yellowzafferano because there are so many
images and then the rock of the
language for us there is little because
we understand from the images what we have to do
do
so just think what the image and
videos are important no knock down
many barriers and I believe this
combined with the simplicity of
I use it to explain the recipes
step by step never give
absolutely nothing for granted
this belief in whose mind other fields
be a key because it is thanks to
then this approach system
of people with video images and
especially being tutorials that we in
We have had this with yellowzafferano
great
successes I still speak as if I were there
in reality they are no longer saffron yellow
for three years but it is my creature e
so for me it will always be part of it
of me, let’s say that it was born in time
in which he was not very understood by
companies in 2006 was a bit like the
Paleolithic in the sense we were there with
so much hope to users that there
they came a lot behind and liked
much our content and what
we did but the companies did not invest and
this was our problem for i
first three years because we saw precisely
that users grew up
exponentially they followed us a lot
of comments and appreciations and then
we were very loaded, we knew about
be on the right path but not
the money was coming this is great
little problem like when you’re too much
forward things and how to be a bit
back no until just yours
ecosystem does not get used and understands
the importance that that to what you are
doing
in reality we have gone on like this
since 2006 precisely in 2009
and then there was the advent of the
social ie the use we say massive
of social media started more or less 2008
2009 in Italy and that has us
allowed to jump because why
whereas before the saffron lo
they all knew how to brand then to a
some point we said yes but dreams
also close to the yellow recipe
saffron and of course a person yes
uses much better than a brand
obviously I was really cooking
so this sort of has been created
link with the user because the user is
he saw me again because I was the neighbor
of the house was what they hoped for
all of having a neighbor from whom
to be able to run ask for advice
this was definitely the weapon
winning
on the other hand we must say that in
these years precisely in which not
we could get money in the boat
Our team’s motivation was the
which allowed us to move forward
and create these contents
if there was something on which I am
always been fixed was the quality of the
content I have to say that sometimes
we got a bit discouraged because why
the work of yellowzafferano
it was basically a job rather
dear at editorial level because we
we had just the people who
they entered the site
the recipes we had who I cooked but
then obviously also other people
we had the photographers we had the part of the
Giallozafferano members was a car
very complex that it surely generated
quality content but at the time
there were even forum forums that were
made by hundreds of people who
they brought just for free
obviously the content and there was short
a very very easy game to manage a
forum nov
each personally a content
free I am the owner of the
forum I do little or nothing if not
moderate obviously over time
the forum as you know went waning
because the members have taken the advent
they were much more intuitive much more
fast and I must say that in the long run
quality content paid me
I still believe that the contents of
quality in the long run are not
convinced of this because despite there
are courses and resorts fashions
which often also demonize the
quality content seems almost that if
a person in a moment has the idea
brilliant that costs you zero can have one
great success but maybe he has it
in that year
the year after maybe it disappears this is
also to say that it has a content a
good and quality content maybe does
more effort, however, according to me, it can
endure over time because behind a
something
so we motivated them a lot
our we say collaborators
at the time and we managed then to a
certain point to have support
cheap they gave me I remember the
2009 50 thousand euros 50,000 euros for though
what we had to do with that money
we had to live there for a year paying the bills
people paying the space and us
let’s say that from the kitchen table of
my house where we have created
yellowzafferano we have at that time
we managed to have the first seat
so a place I have to say
more machinery at the time we had to
taking pictures at the time everything was expensive
much was not like today with the
smartphones and tablets that you make of
wonderful photos where to have a camera
in short, there was an important investment
also technological to do computer for
the people who had to work with us
so that year also the fourth year
year has been quite difficult
because we obviously did not give ourselves
the salary for another year because
we just wanted to take people
that would help us then employees
but I must say that from there onwards
companies have begun to understand the
web value obviously to give us
some more satisfaction and then from
up there it was a whole climb though
what I want to say is that it does not exist
almost never a start up without difficulty
without saying a team to motivate
for us what was fundamental
as I told you before it was the
quality content
a team to be treated not well but more
to motivate and above all a continuity
this is another thing in my opinion it is
fundamental the content must have one
continuity over time you can not do one
content today wait a month for
make another one but what is needed is
continuity also in the contents
these were a bit ours
features also the fact of not
never disappoint the user for us it was a lot
important to work really
because the user was happy with that
which we did then also sometimes
leave some companies aside because
maybe they were not consistent with ours
way of working
obviously you can not please everyone though
you can not even work with everyone
according to us, I always speak because
allow saffron but they are still
peronaci punto it is a team of people
of which I am or the frontwoman though
it is always done as precisely as more people
and so this was a bit ours
philosophy in the time the thing is gone
very well because we are maybe it is
been the only ones to go from the web
to all the other media in a short time
because from there he soon contacted us for
mondadori example has asked us to want
make a book actually our users
they had already asked us many times about
make a book but it was obviously not the
our focus is very focused on the
so digital was not our field
with them we also did the book is
It was a great success and then from
there we have done more
over time it has also arrived
television actually and even there I have to
to say that it was another great one
but what we have been looking for has succeeded
always doing us has always been in
every means of representing
what we really were was
also a good fight because it is with i
books that we have with television
had to struggle a lot to try and make
understand that we wanted to keep ours
identity struggling for one’s identity
in my opinion it is very important because it is
true that the world changes and therefore maybe
must change the way we communicate
the example is now now moved
a bit all not here social are the thing
very important to work on
but even there, we must not lose it
own personality according to me also
because people warn him when they do
they make contents or do actions
that it is not really our need
to try to change but to
always remain faithful to what is the
our content of ours
personality because people
especially now they want emotionality
they want the true character always of
more now I have to say so this is
was a bit on our path
saffron yellow for a certain point a
the feeling between me was interrupted
obviously yellow us in the meantime
we had just been acquired by
banzai that was this web editor inc
believed first in Italy in the web e
in all those who did content
for the web
but obviously they have changed a bit
then parameters I continued to lead
and to direct giallozafferano, however, there were
other priorities, of course, times
changed noire et we had not always
very closed inside the four walls
in fact, I felt I was in yellowzafferano
on the other hand, the need to go towards
the outside also because it began to
to need people to come out
from their reality and bring them to them
reality outside the four walls
this is something that does not
my company started then a certain
point
we have also quoted on the stock exchange as
banzai group of which precisely
yellowzafferano was part of a visa
po change all the arrangements
you had to work a lot for numbers one
little less for the content and I do not
I found more in that world, I did not
I felt more mine
I would have soon become
manager of saffron yellow
but it was not what I wanted I have
always told my superiors that I do not
I wanted to be a manager but I wanted to
be a business entrepreneur of
especially myself and it was not anymore
that’s the place so I left
yellowzafferano knowing that he could
quietly continue even without
of me
we had become 30 in the meantime it is
started in two or three and I dedicated myself
to sonia peronaci puntoit thinking though
already
an event space I worked for one
year at my house because he was looking for one
space where you can meet people
which is a bit of what I had missed in
saffron yellow
It is true that they were different times and
at the time he worked a lot on the contents
for the site then social media has changed
everything therefore more emotionality more
people who go outside more people
that reach other people at least
This was what we lacked to me
we were missing so we found one
very nice relationship there we
thought precisely of a place even where
can
have some people coming to
find you or spaces teeth we did
cooking school so just a place
different where you can also see no and
not just through the web
but just meet that obviously
that we did
just come out of saffron yellow e
go and talk to all the centers
average with all companies telling us
we do not do tabular advertising anymore
on my site know it then I thought
they will close doors in my face and there
they will say that you came instead this one
brave choice why go in a
center thousand and say that we do not want to do
more tabular and at that time it was a bit
instead, they answered oh
finally one that is changing
something
so for us that
that we really took this
decision because it was that we felt
I hated going on saffron yellow e
having to close 24 positions
advertising with the block was one
thing that sent me into a beast because one
person must be able to use one
content freely I thought there will be a
another way to succeed precisely on the ground
on advertising without breaking the
boxes to those who come to see the
content
we invented a series of things for
example one thing that liked
a lot have been netiv ie
telling companies is something that
we have to do very often in America and
that in Italy instead it does very little and
in Italy there are realities
beautiful that last 40 50 70 years
family that besides telling
the company when centers you realize
that’s really nice to tell the family
and what was behind this
company and is a little bit back
to emotionality what goes
very much today even this was one
very beautiful thing that we have proposed and
it was accepted but we were among the
first I talk because we thought it was
this that the person that people
they wanted beyond beyond to understand the
product understand who creates it goes to the
product we discovered some things
wonderful
we have done a lot of netiv and I have to
to say that
more and more Italy is opening up
this kind of experiences I believe that
this is the road therefore as it is
I do with food
I think it’s something that can be done
with all other subjects referred to
in fact you take care of the important thing
I think it is also felt to want
change no when you have this
this flame this fire inside like
I have it that I do not feel well anymore
a certain point to always do the same
what’s this
that ‘s the moment you need to
change for themselves but I also think
for people because how tired you are
you of certain things probably
the public also needs things
new things new that maybe you already
feel but you do not know do not pull
out of fear because so everyone fancies
sometimes say I want to change I want to
do something different and just
that thing that makes you jump
quality and tells the person with whom
you are talking or finally someone
so did the fears that
a person has to sometimes not to pull out
what in reality is a need
staff is wrong because maybe
this need as you have it
lots of other people
and it’s nice to talk about your experiences
but also of its own failures
because more and more we make people
normal there are no superheroes
there are phenomena even if they have it
made believe for many years
wherever I believe we are all the same
we all need the same things
and above all we need to
confront us to make people understand when
we speak because it is human and can happen to
we have all seen even more people
important then my message is
always to encourage people to
bring out what theirs really is
more more intimate desire because there
they are these people and in my opinion it is
just nice to share all that
that a person inside because so yes
he manages to come up with something and do
something beautiful and innovative then
fearless
[Applause]
[Music]
good morning everyone then explains a
moment as ever they disappeared in the classroom and
I went to Calabria actually
I’m married very early at age 19 I have
had my first child I
married boy from Calabria and then
theater most of my life of the
my youth to be a mother and this one
what has served me so much for mine
activity
after that they are yellowzafferano because I have
started cooking very soon
because they had to and so I did
need virtue then saw that I liked it
it is very true that I come from one
family of restaurateurs and therefore also
there I must say I’m a little born in the kitchen
it was a little peek at what he was doing
my dad also what the chef was doing
that every time I turned ingredient
secret not to be done but then when I have
figured out how it worked out
the obstacle and therefore also in that case
I have to say
let’s say the kitchen was born with me say
because small to the Pope with just to the
Austrian grandmother’s restaurant
grew up that was very good in the kitchen
I was the smallest so I followed her
in all his
evolutions in the kitchen and therefore there are
I grew up with the kitchen in my blood
a little for these things
the fact of being so many years though
also in Campania allowed me to
come in contact with the raw materials
with nature to really touch with
hand what was the food and his
transformation see it also plant
I do not know how to grow tomato to harvest it
turn it that was something that
he helped me a lot
understand a little also what was the
needs or in the kitchen
and about waves seen precisely
pesto first is a bit the common thread
I must say that in 2006 when I and the
my partner looked at us on the
the world of cooking on the web was there
calm flat in the sense that the only thing
that was was
yes a very textual web devoid of
photographs and you know that tv is eaten
first with the eyes it is very very boring
and he was really looking for something that
could also attract close to
kitchen and it was certainly not writing in
Italian is used to reading very little
and he gets very annoyed too we see him
even from our mail to me you have them
a mileage mail maybe leave a
moment last and then sail forget
if you write two lines , read it
surely to understand they tell you so
very fast so from flat calm
we thought to come up with something
that it could be a little more moved no
photographs the images then in that
moment what we do not think is not
it was certainly the kitchen already existed but
it was just something that invited and that
help people get close to
kitchen also because perhaps many of you
mistakenly believe the Italians whom
there are all good it’s not true they are the
Italians eat very well but not
they all know how to cook then there is to say that
there was also a gadget and rational
because for example many mothers those
of my age have been women in
career and therefore could not
transmit a lot the kitchen to
daughters and then daughters as they have
started cooking with yellow
saffron but it was obvious it was a medium
very young were videos were photos
so they were images that approached
they wanted people to look at one
videos looked at the photographs of ce
I can do it
even once there was one
Japanese journalist who told me
in Japan we look
yellowzafferano because there are so many
images and then the rock of the
language for us there is little because
we understand from the images what we have to do
do
so just think what the image and
videos are important no knock down
many barriers and I believe this
combined with the simplicity of
I use it to explain the recipes
step by step never give
absolutely nothing for granted
this belief in whose mind other fields
be a key because it is thanks to
then this approach system
of people with video images and
especially being tutorials that we in
We have had this with yellowzafferano
great
successes I still speak as if I were there
in reality they are no longer saffron yellow
for three years but it is my creature e
so for me it will always be part of it
of me, let’s say that it was born in time
in which he was not very understood by
companies in 2006 was a bit like the
Paleolithic in the sense we were there with
so much hope to users that there
they came a lot behind and liked
much our content and what
we did but the companies did not invest and
this was our problem for i
first three years because we saw precisely
that users grew up
exponentially they followed us a lot
of comments and appreciations and then
we were very loaded, we knew about
be on the right path but not
the money was coming this is great
little problem like when you’re too much
forward things and how to be a bit
back no until just yours
ecosystem does not get used and understands
the importance that that to what you are
doing
in reality we have gone on like this
since 2006 precisely in 2009
and then there was the advent of the
social ie the use we say massive
of social media started more or less 2008
2009 in Italy and that has us
allowed to jump because why
whereas before the saffron lo
they all knew how to brand then to a
some point we said yes but dreams
also close to the yellow recipe
saffron and of course a person yes
uses much better than a brand
obviously I was really cooking
so this sort of has been created
link with the user because the user is
he saw me again because I was the neighbor
of the house was what they hoped for
all of having a neighbor from whom
to be able to run ask for advice
this was definitely the weapon
winning
on the other hand we must say that in
these years precisely in which not
we could get money in the boat
Our team’s motivation was the
which allowed us to move forward
and create these contents
if there was something on which I am
always been fixed was the quality of the
content I have to say that sometimes
we got a bit discouraged because why
the work of yellowzafferano
it was basically a job rather
dear at editorial level because we
we had just the people who
they entered the site
the recipes we had who I cooked but
then obviously also other people
we had the photographers we had the part of the
Giallozafferano members was a car
very complex that it surely generated
quality content but at the time
there were even forum forums that were
made by hundreds of people who
they brought just for free
obviously the content and there was short
a very very easy game to manage a
forum nov
each personally a content
free I am the owner of the
forum I do little or nothing if not
moderate obviously over time
the forum as you know went waning
because the members have taken the advent
they were much more intuitive much more
fast and I must say that in the long run
quality content paid me
I still believe that the contents of
quality in the long run are not
convinced of this because despite there
are courses and resorts fashions
which often also demonize the
quality content seems almost that if
a person in a moment has the idea
brilliant that costs you zero can have one
great success but maybe he has it
in that year
the year after maybe it disappears this is
also to say that it has a content a
good and quality content maybe does
more effort, however, according to me, it can
endure over time because behind a
something
so we motivated them a lot
our we say collaborators
at the time and we managed then to a
certain point to have support
cheap they gave me I remember the
2009 50 thousand euros 50,000 euros for though
what we had to do with that money
we had to live there for a year paying the bills
people paying the space and us
let’s say that from the kitchen table of
my house where we have created
yellowzafferano we have at that time
we managed to have the first seat
so a place I have to say
more machinery at the time we had to
taking pictures at the time everything was expensive
much was not like today with the
smartphones and tablets that you make of
wonderful photos where to have a camera
in short, there was an important investment
also technological to do computer for
the people who had to work with us
so that year also the fourth year
year has been quite difficult
because we obviously did not give ourselves
the salary for another year because
we just wanted to take people
that would help us then employees
but I must say that from there onwards
companies have begun to understand the
web value obviously to give us
some more satisfaction and then from
up there it was a whole climb though
what I want to say is that it does not exist
almost never a start up without difficulty
without saying a team to motivate
for us what was fundamental
as I told you before it was the
quality content
a team to be treated not well but more
to motivate and above all a continuity
this is another thing in my opinion it is
fundamental the content must have one
continuity over time you can not do one
content today wait a month for
make another one but what is needed is
continuity also in the contents
these were a bit ours
features also the fact of not
never disappoint the user for us it was a lot
important to work really
because the user was happy with that
which we did then also sometimes
leave some companies aside because
maybe they were not consistent with ours
way of working
obviously you can not please everyone though
you can not even work with everyone
according to us, I always speak because
allow saffron but they are still
peronaci punto it is a team of people
of which I am or the frontwoman though
it is always done as precisely as more people
and so this was a bit ours
philosophy in the time the thing is gone
very well because we are maybe it is
been the only ones to go from the web
to all the other media in a short time
because from there he soon contacted us for
mondadori example has asked us to want
make a book actually our users
they had already asked us many times about
make a book but it was obviously not the
our focus is very focused on the
so digital was not our field
with them we also did the book is
It was a great success and then from
there we have done more
over time it has also arrived
television actually and even there I have to
to say that it was another great one
but what we have been looking for has succeeded
always doing us has always been in
every means of representing
what we really were was
also a good fight because it is with i
books that we have with television
had to struggle a lot to try and make
understand that we wanted to keep ours
identity struggling for one’s identity
in my opinion it is very important because it is
true that the world changes and therefore maybe
must change the way we communicate
the example is now now moved
a bit all not here social are the thing
very important to work on
but even there, we must not lose it
own personality according to me also
because people warn him when they do
they make contents or do actions
that it is not really our need
to try to change but to
always remain faithful to what is the
our content of ours
personality because people
especially now they want emotionality
they want the true character always of
more now I have to say so this is
was a bit on our path
saffron yellow for a certain point a
the feeling between me was interrupted
obviously yellow us in the meantime
we had just been acquired by
banzai that was this web editor inc
believed first in Italy in the web e
in all those who did content
for the web
but obviously they have changed a bit
then parameters I continued to lead
and to direct giallozafferano, however, there were
other priorities, of course, times
changed noire et we had not always
very closed inside the four walls
in fact, I felt I was in yellowzafferano
on the other hand, the need to go towards
the outside also because it began to
to need people to come out
from their reality and bring them to them
reality outside the four walls
this is something that does not
my company started then a certain
point
we have also quoted on the stock exchange as
banzai group of which precisely
yellowzafferano was part of a visa
po change all the arrangements
you had to work a lot for numbers one
little less for the content and I do not
I found more in that world, I did not
I felt more mine
I would have soon become
manager of saffron yellow
but it was not what I wanted I have
always told my superiors that I do not
I wanted to be a manager but I wanted to
be a business entrepreneur of
especially myself and it was not anymore
that’s the place so I left
yellowzafferano knowing that he could
quietly continue even without
of me
we had become 30 in the meantime it is
started in two or three and I dedicated myself
to sonia peronaci puntoit thinking though
already
an event space I worked for one
year at my house because he was looking for one
space where you can meet people
which is a bit of what I had missed in
saffron yellow
It is true that they were different times and
at the time he worked a lot on the contents
for the site then social media has changed
everything therefore more emotionality more
people who go outside more people
that reach other people at least
This was what we lacked to me
we were missing so we found one
very nice relationship there we
thought precisely of a place even where
can
have some people coming to
find you or spaces teeth we did
cooking school so just a place
different where you can also see no and
not just through the web
but just meet that obviously
that we did
just come out of saffron yellow e
go and talk to all the centers
average with all companies telling us
we do not do tabular advertising anymore
on my site know it then I thought
they will close doors in my face and there
they will say that you came instead this one
brave choice why go in a
center thousand and say that we do not want to do
more tabular and at that time it was a bit
instead, they answered oh
finally one that is changing
something
so for us that
that we really took this
decision because it was that we felt
I hated going on saffron yellow e
having to close 24 positions
advertising with the block was one
thing that sent me into a beast because one
person must be able to use one
content freely I thought there will be a
another way to succeed precisely on the ground
on advertising without breaking the
boxes to those who come to see the
content
we invented a series of things for
example one thing that liked
a lot have been netiv ie
telling companies is something that
we have to do very often in America and
that in Italy instead it does very little and
in Italy there are realities
beautiful that last 40 50 70 years
family that besides telling
the company when centers you realize
that’s really nice to tell the family
and what was behind this
company and is a little bit back
to emotionality what goes
very much today even this was one
very beautiful thing that we have proposed and
it was accepted but we were among the
first I talk because we thought it was
this that the person that people
they wanted beyond beyond to understand the
product understand who creates it goes to the
product we discovered some things
wonderful
we have done a lot of netiv and I have to
to say that
more and more Italy is opening up
this kind of experiences I believe that
this is the road therefore as it is
I do with food
I think it’s something that can be done
with all other subjects referred to
in fact you take care of the important thing
I think it is also felt to want
change no when you have this
this flame this fire inside like
I have it that I do not feel well anymore
a certain point to always do the same
what’s this
that ‘s the moment you need to
change for themselves but I also think
for people because how tired you are
you of certain things probably
the public also needs things
new things new that maybe you already
feel but you do not know do not pull
out of fear because so everyone fancies
sometimes say I want to change I want to
do something different and just
that thing that makes you jump
quality and tells the person with whom
you are talking or finally someone
so did the fears that
a person has to sometimes not to pull out
what in reality is a need
staff is wrong because maybe
this need as you have it
lots of other people
and it’s nice to talk about your experiences
but also of its own failures
because more and more we make people
normal there are no superheroes
there are phenomena even if they have it
made believe for many years
wherever I believe we are all the same
we all need the same things
and above all we need to
confront us to make people understand when
we speak because it is human and can happen to
we have all seen even more people
important then my message is
always to encourage people to
bring out what theirs really is
more more intimate desire because there
they are these people and in my opinion it is
just nice to share all that
that a person inside because so yes
he manages to come up with something and do
something beautiful and innovative then
fearless
[Applause]
[Music]
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