Creative Economy Presentation Salzburg

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Creative Economy Presentation Salzburg

  1. 1. What is an entrepreneur ?<br />
  2. 2. What is an entrepreneur ?<br />The entrepreneurial dimension<br /><ul><li>entrepreneurs own and manage one's own business enterprise; value creation (incl free-lancers and non-profit)
  3. 3. assuming entrepreneurial risk
  4. 4. engagement in innovative practices
  5. 5. developing new and innovative products; forms of organization; new markets; new production methods; new sources of supplies and materials</li></li></ul><li>Cultural Business Modeling<br />Dany Jacobs:<br />Creative people are entrepreneurial, but do not seethemselves as such<br />Creativesucces / economicalsucces<br />Often not clearwhere money is made<br />
  6. 6. Business categories<br /><ul><li>Artisan – Designer driven purely by aesthetic </li></ul>motivation<br /><ul><li>Solo – Individual designer focused on growth
  7. 7. Creative Partnership – Two creative people
  8. 8. Designer and Business Partner – One creative and one business partner
  9. 9. Designer and Licensing Partner – Designer under royalty contract
  10. 10. Designer and Manufacturer – Designer in contractual agreement with manufacturer
  11. 11. Partnership with Investor – Designer in partnership with a formal investor</li></ul>NESTA 2008<br />
  12. 12. Customers / audiences<br />SOURCES OF NEW AUDIENCES: <br />one-time attendees <br />multiple/repeat attendees <br />subscribers/members <br />group attendees <br />future attendees <br />Define ‘New’<br />
  13. 13. Situation analyses<br />1. THE ENVIRONMENTAL ANALYSIS, where you examine issues effecting the economy and society, and look at demographic trends. <br />2. THE COMPETITIVE ANALYSIS, where you see the competition through your customers’ eyes, and objectively assess their strengths and weaknesses. <br />3. THE S.W.O.T. ANALYSIS, where you impartially assess your organization’s strengths and weaknesses, and the external opportunities and threats facing the organization, again, through your customers’ eyes. <br />
  14. 14. Mission statement<br />A good mission statement should answer three questions for your organization:<br />1. What are we here to do? (Statement of Purpose)<br />2. Where is the organization heading? (Statement of Ambition)<br />3. What values do we hold dear? (Statement of Values)<br />COMMON PROBLEMS:<br />Vague and obtuse<br />Too philosophical or abstract<br />Too broad or narrow<br />Too category - focused (describes dance, theater or music, etc.)<br />Not unique or distinctive<br />Insider-focused<br />
  15. 15.
  16. 16. SOURCES OF NEW PRODUCTS<br />1. Acquisitions<br />2. Joint ventures<br />3. Existing product expansion<br />4. Line extensions<br />5. New to the company or world<br />6. New markets or channels (new targets or places)<br />7. Licensing<br />NEW PRODUCT DEVELOPMENT <br />1. Strategic role determination<br />2. Customer needs/wants<br />3. Idea generation<br />4. Concept development & screening<br />5. Customer feedback and priority<br />6. Development and final testing<br />7. Roll out to customers<br />
  17. 17. Place: The Urban Dimension<br />Territorial approach: zoning<br />Diversified cultural environments (Jacobs)<br />Social integration/identification (‘belonging’) and distinction(Bourdieu/Florida)<br />Integrated approach:<br />Physical: bricks and mortar<br />Social<br />Infrastructure: networking<br />Conceptualisation /re-evaluation<br />
  18. 18. Price<br />RAISE PRICES TO:<br />INDICATE SELECTIVITY;<br />INCREASE PERCEIVED VALUE;<br />OFFSET COST OF ADD-ONS; AND ATTRACT OLDER, AFFLUENT AUDIENCE<br />LOWER PRICES TO:<br />ATTRACT LIGHT USERS;<br />INCREASE ACCESS;<br />INTRODUCE A NEW PRODUCT;<br />CATER TO STUDENTS, SENIORS, LOW-INCOME SEGMENTS;<br />ATTRACT FAMILIES WITH CHILDREN; <br />REWARD LOYAL CUSTOMERS.<br />(INCLUDES DISCOUNTS, DEALS, REBATES AND SUBSCRIPTION RATES)<br />
  19. 19. Powerful & Persuasive Messages<br />3 Key Drivers:<br />An intimate <br />understanding <br />of the target.<br />2. A product that is <br />positioned to take<br />advantage of a customer’s need or want.<br />3. A communications strategy that answers the question: “How do we sell this thing?”<br />
  20. 20. KYC: Know Your Customer<br />Market segmentation:<br />“You may please all of the people some of the time, you may even please some of the people all of the time, but you can’t please all of the people all of the time.”<br />

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