Music international franchise_2014

Grass-roots contribution to
International Music in India

The Music Academy of
Music International.

More formal & legal mechanism
of association

Instrument(s)
Consortium

http://themusicinternational.com

Business
Music
Technology
Change

The Opportunity
1. India. Karnataka. Bangalore.
2. INR 10 cr? Can itself be made 20-40 cr.
3. Technology. Digital. Internet. IP. Mobile. Cloud is changing
the landscape.
4. The 10X factor. Of India of Services. Of Music. Of potential.
Music-Gaana-Techies-Paanwala within every Indian.
5. INR 400 cr. and more. Do you want to be a part of it? Big fish
in a small pond! Small fish in a big pond?
6. ALSO. Don’t limit it to Bangalore. Go “outlier”.
7. Western Classical & Schools are miniscule YET we all know
the OPPORTUNITY.
8. Work with us medium-term. Give us 1 to 3 years to establish.

India key Music Industry Statistics
• Currently about 600 to 1000 cr. Pan-India.
Growing at between 10% and 18%
• Karnataka ranks 3rd after Mumbai, Delhi.
Punjab, AP, Pune, Hyderabad, Chennai.
• Music contributes 15% of the Film Industry.
• Decline of 20% in physical music.
• Growth of 24% in digital music. 27 million
smartphones in 100,000 towns across India.
(Hence our Subscription learning model).

Suggested “Mutual” targets : Year 2014
1. Increase existing Instrument / Keyboard / Guitar sales
by 20% instead of 10%
2. Increase Services. Double what you are doing.
Develop ALLIED Services Income.
3. Music International is looking at 20+ centres across
Bangalore. 81 is a Geographic stretch.
4. 5000+ Students.
5. 20+ Educators. 40+ Music Coaches. 20+ Music
Counselors. 20+ Music Lab. Assistants.
6. Installed Instruments Base. Musicians Database.

A “social” purpose leading to “cash”
1.
2.
3.
4.
5.
6.
7.
8.
9.

Formal Music Education. Mass Education. Lowering costs. Starting a
grass-roots Music Movement.
India. Western. Notation. Classical BUT not UK-British alone. Other
countries. Why not India? Conserve dollars – pay in Rupees.
Personal Activity. Less drugs. Less liquor. Less noise. Spend time more
usefully.
Keeping the unemployed busy and off-the-streets.
Social Activity : Play music with others. Age no-bar. Race no-bar. Gender
no-bar. Language no-bar. Caste no-bar.
Reducing the divides. Music. Money. Digital. Language. Computer. Haves
and have-nots.
Jobs. Careers. Employment. Increased Salaries. Professionalism.
“Arts” ascendanyc instead of “Sciences”
Spread disposable Income of “5%” to the middle quartile “30%”

Revenue
Subscriptions &
Annual Renewal
Commissions
Certification
Student Fees ABRSM Training
Trinity Training
MI Assessment

Teacher(s)
Training

Events
Performances

Instrument
Sales
Change
Exchange

Royalty
Alumni Earning
Recordings
Transcriptions
Originals

Expenses

Infrastructure

Teachers

Skill-Sets
Rooms (x N)
Availability
AV + Projection
Salary, Growth
Stands etc.
40% Occupancy
Internet
Development
Stay, re-locate,
Overheads
Commute, Food
Fixed Costs
Variable Costs
Direct Costs Single-Instrument
Indirect Costs Part or Full time
Educated or Self

Instruments

Sheet-Music

Management

High-Cost
Bulky
Availability
Re-use

IPR - Legal
Workbooks,
High-Cost
Availability
India-Relevant

At-home
At-work

Materials
Teaching Aids
Music Books
Workbooks

Syllabus
Curriculum
Lesson-Plans
Budgets
TCO-ROI
Repertoire
Orcehstration

Mobility

Focus on mass music education using the
“Keyboard”, the “Guitar’ and “Voice”
Rhythm & Percussion incidental.

Creating a win-win-win-win-win Solution
1. Teachers. Jobs. Earn-Learn. Part-time. Full-time.
Development. Assessment. Certification. Mass Teaching
methods.
2. Students. Wider. Deeper. Close-to-home. Close-to-work.
Instrument availability. Group Learning.
3. Materials. Online. Books. Aids. Lower cost. Specialist &
Generalist.
4. Mass Education. Group Learning as a Band, orchestra,
ensemble, team. Lower-costs. Direct end goal of Music.
5. Infrastructure. Locations, Projectors, Laptop, Broadband,
Instrument sales. Funding.

The 7 - 5 solution
Sheet-Music
Instruments

Teachers

You &
Your Franchise
INFRASTRUCTURE
Infrastructure

We &
our Business
MANAGEMENT
Management

Simple Numbers
•
•
•
•

With 50 students = Rs. 1 L per month.
With 100+ students = Rs. 2 L per month
With 200+ students = Rs. 4 L per month
Our plan & target 250+ students per centre
per location = Rs. 5 L per month.
• Start with 20 centres across Bangalore
• Then 81. Walk to Music Class.
• Other towns & cities.
– Bangalore for Training. Management.
– ONLINE. Pan-India. Global.

1st year INITIAL Target Numbers
• 20 Teachers. (to 100+)
– Annual INR 12 L

(5 K per mo)

• 500 Students (to 3000+)
– Annual INR 120 L

• Subscriptions of more thousand
– Annual INR 50 L

• Instrument : Sale, EMI, Rentals etc.
– Annual INR 300 L (30 K x 1000+)

• Location Rentals, Projectors + Infrastructure.
– Costs. Outflow. Break-even. Investment. Reach.
Advertising. Promotion. Publicity. PR.

Franchise Objectives
• Organise the dis-organised sector of
“Keyboard” and “Guitar” music Education.
– Methods. Syllabus. Systems.
– Assessment. Certification.

• Mass Education
– 1-on-1 will be optional and a part; especially
for higher grades in Trinity, ABRSM or MI.
Instrument (or Voice) specific
– Mass Education in the 1st 5 and 3rd 5 years of
Music Learning. The 2nd 5 will be more
Instrument specific.

Steps to meet Objectives
• Geography & reach. Near-work and near-home.
• Constant weekly (Mondays) Teacher and Trainer
Training. Regular re-assessment & recertification.
• Online Resources focus on Teacher teaching aides
& resources. Self-learning. Motivation & stimulus
for regular practice.
• Partner with BIG brands such as Casio, Yamaha,
Trinity, Royal Schools, Alliance Francaise, British
Councile, Max Mueller.

N,E,S,W,C : 3x3 then x 3 and more

Types of Franchise Eligibility
• Individual Part-time
– Mornings or Evenings. Weekends.
– MUST meet & maintain Assessment, Certification &
Management criteria.

• Individual Full-time
– Fixed. Fixed+Variable. Variable.
– Employee & Employee-like.
– MUST meet & maintain Assessment, Certification &
Management criteria.

• Firm. Team-Partners-LLP-Pvt.Ltd.-Retailer etc.
– May employ part-time, full-time, fixed, variable etc. EACH
and ALL MUST meet & maintain Assessment, Certification
& Management criteria.

Franchise pre-requisites
• Exclusive to location. 81+ across Bangalore
• At-Home or At-Work
– Keyboard or Guitar ONLY (At-work) 2-rooms
– Keyboard, Guitar, Voice or Special (At-home)

• Individual or Mass Education
• Capacity
– Home Capacity 1 or more.
– At-work capacity 2x12+4 admin. etc.

•
•
•
•

Qualified, Certified Teachers. (or self)
Investments / Infrastructure as required.
System, Method, Process, Biz.Plan adherence
Learn. Grow. Scale. Build.

Categories
• PRIMARILY and ONLY
1. Keyboard
2. Guitar

• Music International Academy
– Others ABRSM or equivalent Certified
– Instrument. Voice Education. Teaching.

• Music International Business
– Performing. Events.
– Recordings. Online. Social-Media. Digital
Music.

Home Infrastructure (Keyboard Franchise)
•
•
•
•
•
•
•

Home. (Seating for 2 or more)
Power backup. (At least 3 hours)
Music 88-key Keyboard. Stands etc.
Laptop + Broadband Internet
2.1 Speakers. 20 watts plus. (Headphones)
myMI Annual Teacher Private License.
myMI Annual Student License for home,
rest of the week Practice for each student.

Casio-Club Franchise Infrastructure
• Power backup. (At least 4 hours)
• Keyboard Stations (x 12)
– Music 88-key Keyboard. Stand. Music Stand.
– Headphones.
– Stool. Chair. Teacher chair / space.

• Teacher Resources (x 1)
–
–
–
–
–

Projector. (Space for Projection)
White board.
2.1 Speakers. 40 watts plus.

• Subscriptions (x 100+ as many batches / students)
– myMI Annual Student License for home, rest of the week Practice
for each student.

Shortlisted Models : for 2014
1.
2.
3.
4.
5.
6.
7.

CTK 2300
CTK 6300 IN
WK 7600
PX 350
CDP 220
PX 5 S
AP 650

8K
17 K
31 K
45 K
33 K
50 K
80 K

Toy. Fun.
Target Bollywood
Serious Career
Music + Technology
Serious Piano.
Performing Pro.
Affordability

Home Infrastructure (Guitar Franchise)
•
•
•
•

Home. (Seating for 2 or more)
Power backup. (At least 3 hours)
Electric Guitar. Plectrums. Stands etc.
Amplifier with 4 inputs. 2 guitars + 1 mic. +
PC Laptop line-out.
• Laptop + Broadband Internet
• myMI Annual Teacher Private License.
• myMI Annual Student License for home,
rest of the week Practice for each student.

Guitar-Club Franchise Infrastructure
• Power backup. (At least 4 hours)
• Guitar Stations (x 12)
– Standard Electric. Guitar Stand. Music Stand. Plectrum.
– Indepedent Low-wattage Amplifier. Headphones.
– Stool. Chair. Teacher chair / space.

• Teacher Resources (x 1)
–
–
–
–
–

Projector. (Space for Projection)
White board.
2.1 Speakers. 40 watts plus.

• Subscriptions (x 100+ as many batches / students)
– myMI Annual Student License for home, rest of the week Practice
for each student.

A. Online Annual Subscription(s)

New Joining Student Checklist
 Location. ________________
 Instrument
 Keyboard
 Guitar
 Other _________________

 Fees





Rs. 5,000/- myMI Annual Subscription
Rs. 2,000/- one-month deposit
Rs. 2,000/- first month fees in advance
Rs. 900/- (or Rs. 600 for Guitar) Rental

 Batch
1___ 2___ 3___
7___ 8___ 9___
6 ____ 7 ____ 8 ____

10 ___ 11 ___

 Week-Day
Tue ___ Wed ___ Thu ___ Fri ___ SAT ___ SUN ___

myMI login Home Page

http://themusicinternational.com

Personalised

One-StopShop
REMOTE
Self-Learning



Air-Tune
Player

3-chord
Jazz Fakebook

Teaching
Resources

Kids
Resources

-1

1. Guitar(s)
2. Keyboard
3. Drums-Percussion
4. Flute
5. Recorder
6. Voice-Singing
7. Bass (all types)
8. UNIQUE-OTHER
9. Brass
10. Woodwinds
11. Strings
12. Piano-Organ

(minus one)

Sheet Music
Lead Sheets
INSTITUTIONAL
Subscription

Retail
Subscription

Individual

100’s of 1000’s

Group(s)
Collaboration

Teacher Training
1.
2.
3.
4.
5.

IB School Music Head
ABRSM P6/T6 + Certified
School Band & Music
myMI 3-chord Trainer
MI Lead-Sheet Jazz FB Trainer

Band Resources
- Big Band
- Marching / School
- Group(s)

License Options
I. Personal
– Own personal use. Family. All in a household.

II. Private
– Private Teacher. Typically 6 to 20 students.

III.Institution
– Schools. Colleges. Music Schools. 2 to 10
teachers; 100 to 5000 students or more.
– Multiple locations. Multiple towns etc.

IV.Commercial
– Double-Branding. Sponsored. Any other.

Individual-Personal Benefits (A)
Save ‘pots’ of money.
Get books, methods I don’t get in Bookstores NOR on-line.
Learn top-line play. I have an Accompanist. 24 x 7 x 365
Tune-player. Practice Accompaniment. Song Learner.
Minus-one. -1. Karaoke. (It’s all the same ... I have it all).
Develop by-ear music playing.
Metronome. Tuner. Drum tracks and a variety of Virtual Tools.
Fresh & Relevant. I constantly get NEW sheet-music.
Improve my Sight-Reading and my Sight-Singing.
NOT JUST one class per-week NOR limited to just one hour.
Listening guidance. Music in your Lifestyle. Constant Stimulus to
Motivate me. Practice makes perfect.
12. Multi-faceted - Music is an Art-form - one of the Arts.
13. Structured Syllabus. Personal Syllabus. Personalised for me. myMI.
14. Comprehensive resource(s) for Singing & Voice Training.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.

Institutional & Teacher Benefits (B)
1. Single-point, single-source of ALL music related
information, tools & resources.
2. Syllabus. Lesson Plans. Lists. Songs. Notes. Ideas.
3. Teacher & Student(s) on the same Page. (literally).
Projection to a Class of 30-500. Read one-page sheetmusic together. Lyrics.
4. Other Instrument resources. (20+ instruments)
5. Piano / Organ / minus-one / Karaoke accompaniment
available for the Syllabus.
6. Time-multiplier. Allows student-self learning. In-class.
At-home. On-holidays.

Timings Batches : Capacities
Mon

Tue

Wed

Thu

Fri

SAT

SUN

MONTH

Batches at WORK
Per-batch WORK
Total at WORK

6
12
72

6
12
72

6
12
72

6
12
72

10
4
40

10
4
40

368

Slots at HOME
Per-batch HOME
Total at HOME

4
1
4

4
1
4

4
1
4

4
1
4

8
1
8

8
1
8

32

Individual at home

20

40

Institute AM-PM
Institute Weekday

100+ 288
100+ 250+ (2 rooms)

2L
2/4L

Institute Full-day

120+ 250+ (Full Service)

5L

40 K

Resources & more resources
• Currently available ALL-in-one ONLINE
Subscription for self-service STUDENT.
• Teacher has access to all the above + Personalised
Student Information.
• Off-line HUGE library of music CD’s, opera,
broadway musicals.
• OPEN SOURCE++ repository of sheet-music.
Songs etc.
• Custom : Arrangement, transcriptions on request.
• Instrument Solutions : Buy. Repair. Consumables.
Maintenance. Loans. Lease. Hire-purchase etc.

Annual Subscription(s)
•

Type
» Retail
» Institution
• Scope
» Self-Service. Self-Learning. Reference.
» Teacher, Teaching Aids & Resources.
» Group Playing (with Projection)
» Sheet Music
» Minus One (-1) Tracks
» Air Tracks for Accompaniment Learning. 3-chord etc.
– Voice & Instruments
» Orchestra
» Voice
» Modern.
• Teacher Training
–
–
–
–
–

IB Syllabus Trained
ABRMS 6P, 6T & Certified Trainers
MI 3-Chord Trainers
Blues, Jazz, Realbook, Fakebook Trainers.
School Music & Band Teachers

Staffing.
Teachers, Manpower,
Planning & more.

At every Location … starting
1. Keyboard Teacher
– Full-time 30 K

2. Guitar Teacher
– Full time 20 K

3. Music Counselor
– Full time 20 K

4. Music Lab. Assistant
– Full time 8 K

B. Teacher Training
Track A
Track B
…. & more

MONDAY : Teaching Training
• Morning
– 9 AM to 1 PM (Available from 8 AM)
– Formal Session 10 AM to 12 noon

• Afternoon
– 2 PM to 6 PM
– Formal Session 2:30 to 4:30 PM

• Evening (Only if needed)
– 6 to 8 PM (Working & Part-time Teachers)
– Available till 9 PM

MONDAY Teacher Training Agenda
• Finishing School.
– Music shortfall gap coverage. Theory / Practical
– Soft-skills. Communications. Delivery etc.

• Taught
–
–
–
–

Guitar for non-Guitar
Keyboard for non-Keyboard
Vocal for all. Nothation, Theory included.
Other Instruments

• MI, myMI & clextra related
– Business Skills. Selling Skills.
– Admin. MIS. Accounting etc.

MONDAY Teacher Training Track A
• Track A : Entertainment Track
– To be a “pop-keyboard” OR “pop-guitar” teacher primarily
full-time or part-time Job-oriented in the Music International
Franchise at the end of 1-year. Performance, Recording &
Entertaining is the primary focus.

MONDAY Teacher Training Track B
• Track B : Educator Track
– (WILL COST YOU MORE) For those interested you can
ADD and OPT for Trinity Guildhall or ABRSM Exams.
You can also opt for the Music International 1-year Diploma
or 3-year Degree. The syllabus, systems, teachers, grading,
width-depth-range, theory-practical, costs, effort-needed etc.
are different. Sound foundations for a career in Music
Education is the primary focus. In this you should choose
Piano OR Classical Guitar. You could choose any other
orchestra instruments such as Violin, Viola, Cello, Trumpet,
Concert Flute, Recorders … as your PRMARY,
SECONDARY and/or TERTIARY instruments. (Upto 3
allowed). The additional cost for you could range from
buying those instruments, additional teaching from our side,
exam. Fees, additional classes etc.

Teacher Training
• Category A
– Identify. Support. IB SL, HL & IGCSE Music Elective Teacher(s)

• Category B
– Voice / Instrument Specialists. Professional & Career in Music.
– Grade 6 Theory. Grade 6 Practical. ICT and/or Capable of Grade 6+

• Category C
– Less than Grade 5. Professional Career Seeker
– General Music Teaching.
– Adequate. Competent.

• Category D
– Adult 21+ Senior Student. Teacher Trainee. Amateur
– Not Certified / Qualified. Performing Musician
– Adequate Teaching Ability

• Category E
– Music Lab. Assistant
– Supervisory. Adequate Communication Skills.
– TRAINEE

Teacher (Instrument) Grouping
1. Theory


Music Theory. Syllabus. Teaching Methods. Up to Grade 8 & more

2. Vocal


Voice : Choir, Chorus & Individual

3. Piano



Piano. Organ. (ABRSM Exams)
Keyboard (Trinity & better)

4. Guitar




Classical Guitar (ABRSM)
Acoustic (Folk).
Electric. Lead. Bass. Rhythm.

5. Strings


Violin. Viola. Cello. Double Bass.

6. Brass, Woodwinds etc.





Brass. Trumpet, Cornet, Tuba, Horn, Euphonium.
Single Reed. Clarinet, Saxophone.
Double Reed. Oboe, Bassoon.
Concert Flute

7. Recorder(s)



Age – 10. Group. Ensemble.
Age +9. SATB. Ensemble. Group. Orchestra.

8. Rhythm Percussion



Age -10. Group. Ensemble. Orff. Kodaly.
Drums. Cymbals. Orchestral Percussion.

Trainer Training
• Finishing School
– Teaching Skills.
– Use of OUR myMI Teaching Resources.

• Music Growth
–
–
–
–

Assessment & Feedback on current.
Addition Instrument Learning
Wider knowledge. More Listening.
Lectures. Workshops. Seminars

• Certification & Qualification
– ABRSM. IB. University and/or OTHER.

Teacher(s) Training Schedule
Months ---------------------------------->
1 2 3 4 5 6 7 8 9 10 11 12
1
2
3
4
5

7

Communication Soft Skills
Music Theory
Voice Development
Teaching Aids Usage
Practical Muscianship
- Main Instrument
- Second Instrument
- OTHER mandatory Instruments
Performance Opportunities

MI Rostering : 2/5+(10,15,25 to 100)
A

School --->

a-Time
FROM
TO

V Teacher
ONE
TWO
THREE
FOUR
FIVE
SIX
SEVEN
EIGHT
NINE
TEN

ONE
TWO
THREE
FOUR
FIVE
SIX
SEVEN
EIGHT
NINE
TEN

B
b-Time

c-Time

a-Time

C
b-Time

c-Time

a-Time

D
b-Time

c-Time

a-Time

E
b-Time

c-Time

a-Time

b-Time

c-Time

8:00 AM

12:00

4:00 PM 8:00 AM

12:00

4:00 PM 8:00 AM

12:00

4:00 PM 8:00 AM

12:00

4:00 PM 8:00 AM

12:00

4:00 PM

11:00 AM

3:00 PM

5:00 PM 11:00 AM

3:00 PM

5:00 PM 11:00 AM

3:00 PM

5:00 PM 11:00 AM

3:00 PM

5:00 PM 11:00 AM

3:00 PM

5:00 PM

MON

TUE

WED

THU

FRII

TUE

WED

THU

FIR

MON

WED

THU

FRI

MON

TUE

THU

FIR

MON

TUE

WED

FRI

MON

TUE

WED

THU

MON

TUE

WED

THU

FRII

TUE

WED

THU

FIR

MON

WED

THU

FRI

MON

TUE

THU

FIR

MON

TUE

WED

FRI

MON

TUE

WED

THU

Classical Guitar
Concert Flute, Recorder
Brass Instruments
IB HL, IGCSE Music Elective, Exams. Theory
Piano
Other Instruments
Recorders : S,A,T & B
Voice & Singing
Pop. Keyboard
Drums. Pop. Guitar. Electric, Rhythm Lead, Bass.

The Music Teacher(s) Conundrum
1. Minimum acceptable Qualification & Certification.
2. Each Instrument is a specialisation. (There are easily 20+)
3. Mult-faceted Teachers are VERY difficult to come by and
expensive.
4. Good Performers are mostly NOT good Teachers. A good
Teacher is a good Coach.
5. Teaching skills; student-personalisation; using resources;
communications; creating materials is a life-long, full-time
discipline.
6. MUST BE good with Children. Like-it.
7. Syllabus adherence. IB. IGCSE-Elective. ABRSM; InSchool or OTHER.
8. Teacher(s) Assessment. Feedback. Improvement. Growth.

A. Music International People Support
• Top-Management, Key-Staff Involved
– Casper. Sudhakar. Lazar. Leslie. Timothy & many
others.

• Time-on-the-ground.
– Minimum ½ day a week with Teachers
– Also with Talented, Advanced Students.

• Training of Trainers. Mentoring.
• Staff Augmentation. TEMP staffing etc.
• Development of NEW Departments
– Marching Band. School Orechestra.
– Orff Instruments. Recorders.
– School Chorus.

B. Teacher(s) / Trainer(s) Support
• Assessment
–
–
–
–
–
–
–

NOT Negative. Positive AUDIT
Music related. Needs. Concerns. Gaps. Targets. Resources.
Teaching related. Needs. Concerns. Gaps. Targets.
Teacher Satisfaction Survey(s).
School(s) Satisfaction Survey(s).
Parent(s) Satisfaction Survey(s)
Student(s) Satisfaction Survey(s)

• ACTION
– Primarily through Music myMI Subscription
– Feedback, Suggestions, Ideas, Communication, Newsletter to
ALL Stakeholders.
– Meetings. Classes. Workshops.
– 1-to-1 Counselling.

C. Infrastructure Facilitation
• Instrument Supply
– SoundGlitz. Yamaha (Lazar). Shiva Musicals.
Reynolds.

• Consumables Supply
– Strings. Rosin. Pads. Oils etc.
• Instrument Repairs
– We ourselves + best BANGALORE possible technicians
instrument wise.

• Institutions
– St. Marks Music Academy
– Max Mueller. Alliance Francais. British Council.
– Several Private Institutes

D. Music International Music Support
• PRIMARILY myMI
– Annual Subscription. RETAIL & INSTITUTE

• Programme oriented
– Events. Groups. Orchestra. Bands
– Workshops.
– Certification Assistance.

• Music that is relevant
– Classical. Traditional. The good
– Contemporary. Relevant. NOT bad, NOR ugly.

• BULK Instrument, Resources BUYING.
• As-needed Materials, Resources.

E. Retainer (if confused, can’t decide)
• Music International on a monthly RETAINER …
purely ADVISORY
– Assumes about 3 to 8 Music Teachers
– 50+ serious Music Students. (upto 300)
– Example FEE Rs. 1 L / month

• Deliverables
–
–
–
–
–

3 myMI PERSONAL/PRIVATE License logins.
At least ONE Senior visit/audit to School per month.
Phone availability of Subject Experts (as needed).
Monthly Mailers/Newsletters to Teachers.
Music Staff Recruitment / Interview / Background
Check.

The 10,000 hours to be a pro. at age 23
Age
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23

Grade
1
2
3
4
5
6
7
8
9
10
11
12
Grad 1
Grad 2
Grad 3
PG 1
PG 2
TOTAL

Weekly …..
TAUGHT
SELF
2
2
2
4
2
6
2
7
1
7
1
9
1
9
1
9
1
9
1
12
1
12
1
12
6
18
6
18
6
18
6
24
6
24

Month
8
16
24
28
28
36
36
36
36
48
48
48
72
72
72
96
96

Annual
104
208
312
364
364
468
468
468
468
624
624
624
936
936
936
1248
1248
10400

Careers in The Creative Industry(ies)
1. Advertising
2. Architecture
3. Art
4. Crafts
5. Design
6. Fashion
7. Film
8. Food
9. Games ONLINE
10. Gaming & Apps.

11.Gaming Consoles
12.Music
13.Performing Arts
14.Publishing
15.Radio & FM
16.R&D
17.Software
18.Toys & Board Games
19.TV
20.Writing

Careers in Music
1 Performer

Play an instrument to a certain level of competence.

2 Vocalist
3 Instrument maker
4 Repair of Instruments

Sing. Specialise in a genre, voice range, language etc.
The best instruments even today are handmade.
Repair of instruments requires enormous expertise.

5
6
7
8
9

Tuning a piano or an organ is not for everyone.
Create music for any purpose. Lyrics. Song-writing.
Conduct a group of musicians.
Create words for songs.
Arrange music. Transcribe from one set of instruments to another set of instruments.

Instrument Tuning
Composer
Conductor
Songwriter - Lyricist
Music Transcription

10 Music Teacher
11 Music Examiner

Teach music.
Assessment. Examination. Certification. Qualifying the musical ability and talent of People.

12 Music Therapy

Use music to help people with clinical or psychological problems.

13 Event Management
14 Music Direction

Manage Events related to Music.
Planning, Designing, Organising, Conducting, Rehearsing, Performing an Ensemble, Group etc. related to Music.

15 Music Critique

Cover music events and write for TV, Radio, Internet, blogs, Reviews of CD's, iTunes music etc.

16 Compere, DJ

Host. Disc-Jockey. Compere. Introduce Performers Present music and related programmes or events.

17
18
19
20
21

Capture live performances for stored later playback.
An informed connoisseur of music
Sound and music for what it is. Recording appreciation.
A whole new generation that includes MP3, iPod, Itunes etc.
90% of video depends on the audio. The music and soundtrack for Video, TV, Film, Documentaries etc.

Recording Engineer
Music Appreciation
Audiophile
Digital Music
Soundtrack Music

22 Music Historian
23 Marketing Sales

Music Library. Instrument archive. Curator of Music
The Marketing of Music resulting in Sales. Convert music into revenue generating opportunities

24 Music Legality

Legal issues related to music. Copyright, Intellectual Property Rights related to the Performing Arts; Music Scores, Recordings
etc.

25 Music for Dance

Music for Dance. Dancing itself is a specific genre of musical expression and takes years of practice. Early dance, Baroque,
Waltz, Chaconne, Ballet to name a few.

26 Music for Opera

Musc for the Opera and the Integration of music, theatre, recitative, genre, period etc.

27 Sacred Music

Music exclusively for the worship of God, faith and belief using any langauge from Classical, Latin, Italian, German, English to
your local language.

28 Pocket Money

After some achievement and Certification help people around you get involved in Music. Charge them a fee if you must.

Mass Education Method
1-on-1
TO
Group(s)

Music International Batches
 Batch 1 or Slot 1 : 6 AM : Tue, Wed, Thu OR Fri
 Batch 2 or Slot 2 : 7 AM : Tue, Wed, Thu OR Fri
 Batch 3 or Slot 3 : 8 AM
 Batch 4 or Slot 4 : At-work Noon : Tue, Wed, Thu OR Fri
 Batch 5 or Slot 5 : At-work 1 PM : Tue, Wed, Thu OR Fri
 Batch 6 or Slot 6 : At-work 2 PM : Tue, Wed, Thu OR Fri
 Batch 7 or Slot 7 : 6 PM : Tue, Wed, Thu OR Fri
 Batch 10-nn or Slot 10-nn : 6 AM to 9 PM Saturdays
 Batch 11-nn or Slot 11-nn : 6 AM to 9 PM Sundays

At-Home
1. Close to home
2. Get your
Instrument
3. Individual
4. Temp. Teacher
5. Before work
6. After work
7. SAT-SUN

At-Work
1.
2.
3.
4.
5.
6.

Close to work
Instrument leased
Individual / Group
Full-time Teacher
Lunch-hour attached
NO early-late-SatSun
7. Practice-play option

You have to follow the Time-Slots ….

… to understand Capacity-Occupancy

•
•
•
•

Capacity Limits per ROOM.
Occupancy. Increasing occupancy.
Working with PEAK loads..
Idle Capacity. Cyber-usage Model.

More than 1 : Mass Group Mode
Beginner

Intermediate

Advanced

1st year

Next 4 years

Year 5+

Batch or Slot 1

Batch or Slot N

Batch or Slot 9

Batch or Slot 11

Target(s)
• At-Home
– Teachers
• Retired. Housewives. Extra-Income. Pocket-Money. Career-Change
Professionals.
• 1-on-1 Education. Infrastructure + Preference

– Students (Close to YOUR HOME)
• Age 7+ to 97-. Instrument, Voice or any other.
• Early Morning. Late Evening. Sat-Sun. Mid-day OPTIONAL

• At-Work
– Teachers
• Full-time self-employed.
• Full-time Franchise Appointed.

– Students (Close to YOUR OFFICE)
• Working employees. Before, After or DURING Lunch. Weekdays
• Keyboard OR Guitar ONLY
• Batch-Group. Play-Practice-Lease OR Alternate System

The ‘Trainer-Training’ Programme-Core
• Every Monday MANDATORY.
– Theory without practice is sterile. Learn.
– Practice without Theory is blind. Perform.
– Weekly x5 equivalent. Ie. If 8 then 40.

• Equivalent to 1-year Diploma (or extend to a 3-year Degree)
– Assessment, Certification & Rating will happen.
– Teacher Feedback. Student Satisfaction Surveys.
– Performance Appraisal LINKED to commercials.

• Programme options
– Keyboard. MI-Casio
– Guitar. MI-Yamaha.
– OTHER. Theory. MI. Trinity. ABRSM etc.

• ONLINE Subscription/Software/Resources
– How to use for self
– How to use to Teach.

Subscriptions are MANDATORY
• Institute per-Classroom LICENCE
–
–
–
–
–
–
–

Teacher to use in class.
Always on in a class-room.
Public Projection usage.
Group Learning-Teaching.
Legal Sheet-Music. Transcriptions.
Minus-one. Playback. Song-Learner etc.
Syllabus. Lesson Plans.

• Individual per Student LICENSE
–
–
–
–

Practice during the week.
Homework. Learning Diary. Repertoire.
Teacher interaction.
Performance. Recordings. Membership.

Franchise Training
1. If self and/or Teacher then THAT training.
2. Accounting. Billing. Receipts. Audit.
3. Attendance. Tracking. ONLINE Edgevalue-Clextra ERP MIS,
MACS Software Training.
4. Music International myMI Usage Basics / Training.
5. Marketing. Franchising. Advertising. PR. Genre. Location. The
Music Business. Media & Entertainment Industry basics.
6. Sales. Prospects. Negotiating. Closing. IN and OUT. Products
& Services. Education. Performance. Recordings. Grievance
handling. Negotiations.
7. Students & Classroom Management. Discipline. Attendance.
8. Statutory Compliances. IT. Tax. VAT etc.

Economics of Group LEARNING
•
•
•
•

Not just 30 with 6+ Teachers.
Immediate Target of 120
Then 300
Then 1000+

The Economics
• Current & not-viable
– 30-50 students paying Rs. 500/- per hour =
monthly inflow of 100,000/- per month. You
can’t run a Quality Music Department with that.

• Potential & viable
– Assuming 1000+ school; get 300 musicstudents to pay for QUALITY music classes at
Rs. 2,000/- per month = Rs. 6,00,000/-.
Infrastructure+Resources+Class+Home+Own
Learning = Some QUALITY from the music
department.

Ideas to ENSURE mass music education
• TEACHERS
–
–
–
–

Clear Individual Job Description. Job Expectations etc.
Assessment of Musically Challenged Music Teachers.
Teacher Training OR Teacher Learning (Group Methods)
Feedback. Correction action. Learning Diary.

• RESOURCES
– Mass resources. Projection. Cost-spreads over several.
– Group. Ensemble. Band. Class. Choir. Chorus Learning
Methods.

• PERFORMANCE
– 200+ Orchestra and 1000+ Choir / Chorus.
– Group & Ensemble Examinations & Certification.

“Mass Music Education”
1.
2.
3.
4.
5.
6.
7.

Singing. Chorus. Choir.
Recorder Orchestra.
Rhythm & Percussion Orchestra.
Marching Bands. Brass. Bugle. Bagpipe.
String Orchestra.
Classical Guitar Orchestra.
Dance. Calisthenics. Choreography.

Grouping & Pricing Strategy

CAT-A
HL Music

CAT-B
SL Music

Family Focus
Career Option
Affordability
Talented

CAT-C
Grade 5+

Cost

CAT-D
Grade 1-5
CAT-E
Hobby
Casual
Pop
Visibility

per month

300/-

500/-

1,000/-

2,000/-

* Using Horizontal Variablity Segmentation Instead

5,000/-

myMI Song Learner Method




Can Read & Use
Sheet Music

Can not

Sing
Play
Accompany

Listen to an MP3, Learn it on
Youtube, find a friend.

The e-friend. Learn the Melody,
Tune or Air at http://musint.com
Get and fit the
lyrics, words to
the tune.
Find ANY
supporting content
for the song.

Identify Key,
Intervals, EarTraining.
Key; Identify,
Know & Make
chord changes.

Source : Casper Abraham © 2013





Sing
Play
Accompany

The Song Learner Methodology
Level 1
Song

Music

Level 2
Level 3
Level 4

Listen.
Play again.
Sing the Tune

Fit the Lyrics.
Sing the Song

Solo

Sing
Duets

Sheet
Music
TUNE

Play
Tune

Level 5
Level 6
Level 7

Find
Accompaniment

Sing with
Accompaniment

Chorus
Accompany


Sing
Parts
Other
Instru
ment

Arrange
Write
Parts

Own
Songs

Air & Accompaniment Methods
Range
C1 to C8

Piano

Right Hand

Left Hand

Air &
Accompaniment

Accompaniment

Air, Tune or Melody

Guitars

Bass

Lead

Rhythm

Guitar Band
Bass

Vocal

Rhythm

Riff / Fill-In

Any SATB
Quartet
Bass

Tenor

Alto

Soprano

The MI Syllabus Option

 Trinity
 ABRSM
 Casio
 Yamaha
 IB
 MI

Horizontal Variability Segmentation
 S1. Parents want me to.
 S2. Passion. Willing to quit job, fight parents, not-get-paid.
 S3. Want to learn properly, correctly. Delayed gratification
 S4. Show-off. Instant Gratification.
 S5. For & Against everything. Contemporary & Intense
category of five-factor model.
 S6. Gender attraction. Love. Romantic. Mate-Spouse
encouragement.
 S7. Sophisticated of five-factor model. Classical. Jazz.
Intellectual.
 S8. Five-factor model. Unpretentious and-or Mellow
 S9. Gospel. Sacred. Church. Devotion. Lyrics. Words.

Exam Options
• ABRSM
–
–
–
–

Recongized. Expensive
Voice. Theory and MOST Instrument(s).
Theory.
Teacher Diploma

• Trinity
– Popular.
– Any Instrument, any type.

• Music International
–
–
–
–

Value for Money. Jobs. Careers.
ABRSM-Trinity++
India Market. Reality. Bollywood.
50% Internal Assessment.

Hierarchy of Music Education

Teacher
Training
Pop
Keyboard

Pop
Guitar

6-month Certificate
1-year Diploma

3-year Degree

Music Appreciation
Children Vocal
Children Recorders
Pop-Other
Instruments

Assessment leading to Certificate

Commercials
• Individual – Part-time
– Little to nothing upfront. Meet eligibility criteria.
– Get & Retain 20 students at any time. Receive Rs. 40,000/- per month.
– Pay up between 12 & Rs. 16,000/- a month for all that is committed.

• Individual Full-time
– Little to nothing upfront. Meet eligibility criteria.
– Get & Retain 30 students at any time. Receive Rs. 60,000/- per month.
– Pay up about 24,000/- a month for all that is committed.

• Firm. Team. FOR each and EVERY location.
–
–
–
–
–

Meet eligibility criteria. GUITAR and / or KEYBOAR. Ideal to take BOTH.
Rs. 8 lakhs EACH. Cap.Ex. GUITAR or KEYBOARD. ROI/ROCE of 30%
Get & Retain 100 students at any time. Revenue of Rs. 200,000/-.
Broad Expenses – Salaries. Rental. Subscriptions. Franchise-Royalties.
Retain approx. 30% as Profit. Rs. 60,000/- per Location.

Growth
• Initially Geographic control. 5 north, east, south,
west and centre regions. This becomes 3x3=9
• The above sub-divided demographic +geographic
to be 81. Walking distance from home or office.
• This above can multiplies into 3 to 7 demographic
GENRE. Classical, Rock, Pop., Dance, Sacred,
Bollywood … depending on BRAND, Quality &
Control criteria = 2000 centres each with 100 =
200,000 students in any India metro-town.
• Top 60 to 100 towns across India – Perhaps
10,000 students per town = 1,000,000 pan-India.

Long-term Consumer Engagement
• Product Sale.
–
–
–
–

First Instrument.
More Instruments. Upgrade etc.
Other Instruments. Cross-Selling.
Related. Accessories. Books etc.

• Services Sale
Subscription
Exams. Certification.
• Learning Cycle.
– Student Training.
– Teacher Training. Other Training.

• Earning Cycle.
–
–
–
–

Teaching. Education as a Career.
Performance.
Recordings.
Transcriptions & other earning.

We can engage for a life-time

0
Born

21
Graduate

30
Get
Serious

65
Retire

99

Subscriber-Student-Partner CRM Profile
I – Basic

II – Extended

III – Personal

V – Career-Path

V - Engaged

Entry Point
Time

Consumer Metrics
• Usage.
– Average ANNUAL hours-minuutes-per-day.
– Range of features utilised.

• Personal ROI
– Revenue earned from Investment.
– Emotion-Pleasure-happiness gained.
– Show-off. Social-acceptance gaind.

• Combined Revenue. Profit. Earnings.
– You INDIVIDUAL with us. MI + Partners.
– You as a FIRM-BIZ-INSTITUTE

Presentation to Franchising
(pan-India 2014)
© Casper Abraham, 2010
Founder & CEO
casper@themusicinternational.com
+91 98450 61870

Music International
Bangalore INDIA
Website : http://themusicinternational.com

Personal Information
Background, Track-Record CV etc.

92

Casper Abraham : Music
•
•
•
•
•
•
•
•
•
•
•
•
•

Classical Guitar :
Theory : ABRSM
Double Bass (Orchestra level)
Concert Flute : Gr. 3+
Recorders : SATB : Gr. 5+
Vocal Training : Choir, Musicals & Opera
Viola. Violin & Cello : Gr. 3+
Organ. Piano. Keyboard.
Music PC Software Finale Expert.
MIDI Expert.
Sound & Audio Engineering Curriculum.
Music Appreciation
Composer. Song-writer. Arranger. Transcriber. Critique.

•
•
•
•

ABRSM Grade 8 Guitar & ABRSM Grade 5 Theory.
Niligira Choral Society. Gospel Train. BACH Choir. KMC. Bands, Groups, Orchestras
St. Marks Music Academy.
Member of Piano Teachers Forum of Karnataka.

93

Casper Abraham … not-Music
• Many hats …
1. Technology. IT. ICT. Hardware. Software.
2. Music.
3. Music Technology. MIDI. Digital. Sound & Audio Engineering. Digital Agency.
Audiophile.
4. Business. Management. Marketing. HR. Logistics. Distribution. Manufacturing.

• Founder & promoter of Music International.
• Founder & CEO of Edgevalue. ERP++ Software called clextra
• Director. Ksense Technology Pvt. Ltd. – Hardware Manufacturer & Systems
Integrator.
• Director Riskpro India Ventures Pvt. Ltd. Governance, Risk-Management &
Compliance.
• Advsior M&M Connect and Digital Delivery Partner.
• 30+ years experience. Primarily in IT, Business, New ventures, Management,
Marketing, Sales, Strategy.
94
• Travelled widely USA. UK. France, Japan, Malaysia, Singapore.
• Mensa International & mensa India convening Member. Bangalore Club..

© No part of this may be re-used, forwarded, sold, gifted,
copied or presented to anyone without the written consent and
permission of …

Casper Abraham
eMail id : casper@themusicinternational.com
Website : http://themusicinternational.com
Landline : 91 (India) 80 (Bangalore) 2595 0059
Cellphone : +91 98450-61870
When and where permitted … it must retain the original source
and related acknowledgement and copyright of content and
method in presentation.

95

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