1st Edition
Applying Entrepreneurship to the Arts How Artists, Creatives, and Performers Can Use Startup Principles to Build Careers and Generate Income
This book puts successful startup tools in the hands of creators: performers, artists, entertainers, creatives, and media makers seeking to launch like a business and generate more income.
Readers will learn essential entrepreneurial principles taught to founders in the startup community. Creatives who read this book will learn:
- How to launch their creative startups
- Ways to run and market their venture efficiently
- Effective methods to test new services, products, and experiences
- To incorporate their entire skill set in an authentic way
- That they can do all of this now, without business classes or special training
With actionable information, real-world case studies as examples, and specific steps to build business acumen from an artistic perspective, this book puts entrepreneurial tools into the frameworks and mindsets of those working in creative fields.
Paula Landry, MBA, is a creator, writer/filmmaker, and musician who has been teaching and coaching creatives for a decade, through undergraduate and graduate programs in New York City, as well as at various non-profits.
Table Of Contents
List of Table and Figures
Preface
Acknowledgements
About the Author
1. Plan
Day Dreaming With Purpose
Tools
Exercises
Goal Setting
Defining Your Goals
Organization With The Smart Goal Framework
Articulating Your Vision
Defining The UVP (Unique Value Principle)
What’s Your Mission (Statement)
2. Build And Test
Brainstorming – Ideas
Defining Your Audiences
Survey Tools
Your MVP – Minimum Viable Product (Or Service)
Products & Services
Physical
Digital
Experiences
Designing And Creating Your Offering
3. Create With Constraints
Time And Money Management
Time
Money
Basic Budgeting
Crafting Your Business Model
Consider Your Payment Process
Find Partners
Defining And Locating Your Customers And Audience
Organizing Customers & Fans With CRM (Customer Relationship Management)
4. Share With Awareness
Beta Testing
Marketing (Funnel)
Aida
Pitching & Storytelling
Build Awareness
Branding
Marketing Fundamentals: The 4 P’s Or SIVA
Sales
Content Marketing
Marketing Budget
Customer Acquisition Cost
5. Generate (Feedback) And Launch
Launch
Timeline
Set Up Data And Analytics
Business Model Review
Cyclicality & Seasonality
Earning Revenue And Profitability
Terms
Funding Sources
Why You Should Skip It
Multiple Streams Of Income
Recurring Revenue
Build Once, Sell Many Times
6. Manage And Analyze
Administer Your Venture
Legal Concepts And Contracts
Different Corporate Forms
Protecting Your Intellectual Property
Record Keeping / Taxes
Track And Analyze KPI - The Metrics Of Movement
Current Clients Versus New Clients
Cultivate Community For Motivation
Biography
Paula Landry, MBA is an author and award-winning writer/producer creating stories to help create connections and erase loneliness. Projects include feature films, episodic content, podcasts, and VR films. Ms. Landry creates media budgets, schedules, and business plans, coaching entrepreneurial media makers, artists, performers and creatives. Landry teaches media in NYC, online and worldwide including graduate programs at Wagner College, and Metropolitan College of New York as well as to performers at The Actors Fund, and filmmakers at FilmShop and NYC Women Filmmakers where she serves on the Board of Directors. Books include Scheduling and Budgeting Your Film: A Panic- Free Guide, 2nd ed. (Taylor & Francis); and The Business of Film (Taylor & Francis) with Stephen Greenwald. Clients include Fortune 500 companies as well as Christie’s, Pearson Television, Entertainment Weekly, Symposium X, Mission Society, and Smile Train. Films have debuted at Sundance, Chelsea Film Festival, CineVegas, winning awards from Best Actors FilmFest, Columbia Pictures Screen Gems, Time Warner Showtime Audience Award, WorldFest Houston; writing awards - Lugnut Award, 2nd Rounder at Austin FF, a semi-finalist at Made in NY Writer’s Room. Her website is www.paulalandry.com
"Part creative, part business, this book is loaded with a step-by-step path to jumpstart your artistic and entrepreneurial career."
-- Marty Grabstein, Actor & VO Performer, Voice of Courage the Cowardly Dog, FB: @MartyGrabsteinCourage
"In this uplifting book, Paula Landry shares her valuable insight on turning your creative passions into business opportunities and provides the right tools for professionals to reach new heights, a must read!"
-- Michael Mentor, IG: @Mike_Mentor2, Filmmaker
"This book is the "how to" guide on success as a creative; in an action-packed, fun read, Paula Landry hands you the keys to unlock the business side of your art."
-- Matt Mintz, Creative Producer
"The layout and details within this book will give you the guidance, confidence, and support that’s needed to be your own entrepreneur."
-- Alfred Adarkwah, Product @Bellweather Agency, LI: Alfred Adarkwah, IG: @508fre
"Paula Landry takes you on a comprehensive journey from start to finish, helping you bring your best and brightest business ideas into a practical plan to turn your dreams in to a reality."
-- Danny Scaramella, Marketing Operations Specialist, Tipico
