WORLD MUSEUM OF ART World and Human: reflection of each other
2015
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WMA is educational, entertaining, and easy to navigate
WMA provids a sufďŹ cient amount of educational information to form an opinion that will change the viewer’s perspective of the world and himself
The structure of WMA is organized in a way which is chronological in order, leads to knowledge, inspires interest to look around, and navigation systems become your tour guide.
Why is it a museum When we think about a museum, we imagine a monumental building, large exhibit rooms, collections of artifacts, and guidance. If we are familiar with the museum, we go to certain rooms once in a while to refresh our impressions. There are 850 million people that visit museums annually. There are another 524 million people who visit museums online. A lot of museums started their own websites in the mid 90’s. Some are very impressive: almost like visiting a real place. There were several attempts to make virtual museums, but in most cases, they would either replicate the museum “on the ground”, or “library/archive”, or “catalog/magazine” – that takes away educational or entertaining points as a part of the experience. So, why is it a challenge to make a virtual museum that would be educational, entertaining, and easy to navigate? There is a science: museology. It applies to the professional organization and development of museums. It teaches everything about organizing and running a museum – “on the ground”, in a real building, with a real collection. Museum building is a multidimensional space. The real painting is a priceless visual experience of colors, composition, and emotional message. But, when you look on your computer all you see is a screen – two- dimensional space. That is why the structure of rooms, catalogs, archives, lists or articles kills the thrill of adventure, and makes you feel lost in the woods of words, pictures, and headlines. Structure…. Structure has to be different. It has to be organized in a way where chronologic order leads to knowledge, knowledge inspires interest to look around, and navigation systems become your tour-guide. We all like to learn. We want to be well rounded, to become better educated and cultured. Everybody likes and wants to learn when the information is available, not costly, and not boring. 3
Collections If education is one of our major points, it brings us to the question: “What is in our collection?” To develop a compatible product we would like to start with developing seven main sections: the World, Landscapes, Spirituality, Music, Photography, Fashion, and the History of Civilization. The seven segments we choose to start our collection are the ones that also have well developed industries grown out of arts. In the early 20th century art begun to industrialize. Its “roots” have become a professional interest of historians, and the “top” (industrial side) became various products for sale. That has created a certain gap between art and its utilization. What I mean here is when a woman buys a dress, for example, she cares for style, if it’s fashionable this season, if its unique. But, most of the time, she really doesn’t know where this style is coming from, and how its been developed through the history of clothing. Another example: gardening. We like to groom our back/front yards to create an eye pleasing landscape. In most cases even landscapers (unless they have a specialized education) don’t know styles and history of gardens. Forming collections this way, we think it would be beneficial for historians, industry representatives, and the educational point of view to create a union of historical heritage with the display of best practices, products, and industrial achievements in those areas of art. In some cases it would become an opportunity to develop sections in a different way. For example: in the World section countries and cities would not just be described from a historical and travel perspective, but also shown in a tour-guide style video. Same with gardens, famous or unique landscapes, fashion houses, and museum exhibits.
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The WMA website is an entertaining educational platform that combines seven areas of art Each section is represented historically and visually Content is accessible depending on the access rights of three different levels of detail available to the user – content is presented in text, multi-media and electronic-commercial forms
The base of the site is in chronologic order of the events. Chronological sequence of presentation gives us an ability to have a clear structure, provoke reader’s interest in the following events, and connect the relationships between the events of the past and present. Three levels of difďŹ culty of the content give us the ability to gradually increase the depth in desired subject. That would also differentiate the perception of the same events: a reader will have a chance to evaluate the event from the perspective of its historical place, historical value, and historical result. 5
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World & Travel Read the story of our motherland – planet Earth. Take a virtual trip around the world. Meet friends, and go places together.
areas of art
Landscaping Learn about gardens and gardening, visit them, find hobbyists, schools, and advice.
Spirituality What are our hopes and beliefs? Spiritual practices, find likeminded people.
Music Read about its history, listen to it, and share your experience with others.
Fashion What kept us warm in the time of the Ice Age? What is fashionable today? Where can I buy it?
Photography About people who forever changed the face of world photography. About people whose efforts and talent made a photography an independent art form
History of Civilization Learn about the best leaders of humanity, witness the rise and fall of great empires, and make your own conclusions.
Website design Prototype
Website design Prototype
Technical characteristics of the Project First of all, lets deďŹ ne some terminology we will be using here.
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Project=site, but also something more We can not call this project just a website for several reasons: First, it is a continuously developing product that goes beyond the frame of just one site. It is several sites, united together, and applications for mobile devices under management of Android, iOs, and Windows. Second, there are additional features like internet marketing, communities in the social networks, email newsletters, promo-sites, video clips, going to be developed too. Off line activities like articles, interviews, lectures and seminars with leading industries, are part of the plan as well. Development of the Project is going to consist of three or more iterations. In this description we are going to discuss only ďŹ rst iteration, but give you an idea of the following ones, because the basis for it starts here. First iteration is a website of speciďŹ c structure, that collects images, articles, audio and video materials. In some sections of the site we are planning to have virtual tours.
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Management We are planning to build this website on a free delivering CMS (Content Management System) WordPress. WordPress is today’s best CMS, which allows support of the site with all necessary functionality and management. On the second or third stage of the project we are planning to develop our own system, written on Python+Django. Our choice of WordPress for now is based on its flexibility, stability, big selection of available modules, availability of professionals who work with it, and an easy conďŹ guration for content-managers.
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Building process Site builders would face the following goals: - Cross-browser-ness. Site should be able to function in all popular browser systems (Chrom, Fire Fox, Opera, Safari, Internet Explorer, Shartan). It also planned to be adopted for older versions like IE, but with less functionality. - Cross-platform-ness. Site is going to work on operational systems and mobile devices: Windows, MacOs, Linux, iOs, Android. - Screen adaptation. Site should be able to adapt to different screens and monitors. - Platform and content adaptation. Site will look slightly different on computer monitors than on tablets, or smartphones. The functionality of the site would be reasonably limited on smaller devices because of their technical speciďŹ cs. - Technologies. CSS3 (page typesetting system)/ HTML5 (page description language)/ JS (JavaScript – programming language) Technology Adobe Flash is not going to be used at all. 13
Placement We are going to host website on http://aws.amazon.com We plan to use Amazon services for storing content for protection from illegal copying of audio and video ďŹ les. Mobile services, target-marketing pages, promo pages are going to be placed there as well. Besides, we are going to have a demo version for testing new additions/solutions.
Language First release is going to be in English. Next will be in Spanish, French and German.
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SEO, advertisement, and analysis From the very beginning we plan to have a structure and content good enough for independent (organic) promotion in search systems ratings. We also plan to use an “artificial” promotion of the website to achieve good positions in the search systems ratings. SEO (Search Engine Optimization) is not the only instrument for attracting traffic to the site. We plan to use content related advertising and LEAD- generating system. To analise the number of visitors we are going to use analytical instruments of Google (Google Analytics).
PLANNING
TRACKING
Keywords DISCOVERY
Site & competitors ANALYSIS
Resource ALLOCATION
Keyword discovery tool
Site Audit
Serch Media Planner
Competitive Analysis Organic Traffic Forecast CPC SEO Forecast
PPC Plan IMLEMENTATION SEO Plan IMLEMENTATION SEO Roadmap SEO Tools SEO Rancing Factors Landing Pages Generator
Results MESUREMENT Dashboard Tracking & Analytics (site & competitors)
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SERP
PR
SMM
Organic Traffic Content Page
Landing Page
Direct Traffic
Main Page
Landing Page
Offline
Landing Page
Payed Traffic YouTube
Context
Target
Banner
CPA
Retargeting
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Geo-targeting We plan to implement geo-targeting system to be able to offer more accurate news, goods, and services to the visitors.
Outside systems and services We plan to have SMS texting, email newsletters, gates for the payment and booking instruments. We are going to use CMS and Amazon modules and services for that.
Forum Site is going to have a forum with system of ratings from outsourced developers.
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The second stage. Announcement Virtual reality We plan to use a technology Oculus Rift for demonstration of tours and educational programs. http://en.wikipedia.org/wiki/Oculus_Rift On promo sites and targeted pages we plan to use Augmented Reality. It may be available in the ďŹ rst version of the product. http://en.wikipedia.org/wiki/Augmented_reality
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Apps We plan producing main application, and additional packages for sale. With help of the application we would be able to use geo-location in social elements, use abilities of mobile devices to maximum, and be allowed to transmit information via Bluetooth, WiFi, GPS. We plan to develop an application for home robots, like Jibo https://www.jibo.com/
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Redactor /1
Art-director /1
Programmer /1
Architect /1 Art-director /1 Redactor /1
Copyrighter / 1 Designer / 1
Programmer /1
Team of the Project / First iteration Architect /1 Art-director /1 Redactor /1
WEB coder / 1 Programmer / CMS Dev / 1 Tester / 1 Programmer / CMS Dev / 1
21 - ? days
14 - 21 days
14 - 21 days
14 - 21 days
5 days
a few days
time
max iteration 95 days
flag - the manager / specialist supervising the work * / x - required number of specialists 20
Developing content The base of the site is in chronologic order of the events. Chronological sequence of presentation gives us an ability to have a clear structure, provoke reader’s interest in the following events, and connect the relationships between the events of the past and present. Three levels of difficulty of the content give us the ability to gradually increase the depth in desired subject. That would also differentiate the perception of the same events: a reader will have a chance to evaluate the event from the perspective of its historical place, historical value, and historical result. Content will be accessible depending on the access rights of three different levels of detail available to the user – presented in text, multi-media and electronic-commercial forms. Content will be developed by WMA copywriter as well as it will be a product of mutually beneficial cooperation with other museums and educational institutions. One of the results of that cooperation will be materials granted to WMA in exchange of direct and indirect advertisement, and apps, developed by WMA, to attract additional stream of visitors to the museums. 21
Developing content Following all of the above, we come to how WMA has structured its content. There are three vertical levels and three horizontal levels in the structure. Vertical levels are defined as the ones that are tied to the structure of the site. Horizontal levels are defined as the ones that are tied to the educational concepts (types of articles: overviews, specialized, scientific). They intersect in the following order: - Vertical Level I with overviews by type of content – This content will be developed by WMA’s copyrighter. This content will be 100% WMA’s intellectual property. It will be free of charge for the user. - Vertical Level II with specialized type of content – This content will be developed with partners (museums or educational institutions). It will be created or augmented at shared expense to bring a shared profit. These types of content will have shared copyrights; also, free of charge for the user. - Vertical Level III with scientific type of content - This content will be placed by partners; partners own 100% of the copyrights. This Level will bring shared profits to WMA and their partners and users must pay for this content. WMA has a dedicated section developer to support content formation
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Market Here we explain our market’s size and the segments we are targeting. There are 524 million people who visit online museums annually, according to the American Alliance of Museums. Each specialized online museum receives on average about 100 thousand visitors per year. We’ve analyzed those specific sites that develop topics in accordance with our key interest segments. These sites are typically found on the fifth or sixth page of Google searches for those topics. The total of annual visitors to those sites is 3.5 million per year. Therefore, in our first iteration of WMA we are targeting a minimum of 2 million people per year. We divide these customers into three main types of user: • Curious reader – average person who likes to learn in entertaining form; • Interested reader – professional, teacher, student, people who are doing research of more importance to them; • Advanced reader – specialists who are developing their careers and enterprises. 23
Business model Site allows to have different sources of income. 1. Partnerships. Will bring two kinds of income: intellectual value, and, possibly, ďŹ nancial. Partnerships are mainly going to be established for producing additional ďŹ xtures: mostly video materials. Those materials would become a source of shared income, as they would be for sale. 2. Associate programs. For example with Amazon. They would bring 4 to 8% from indirect sales. 3. Advertisement. Content related advertisement would be selected. Without any other income, we would need only ten companies to advertise on our site to make breakeven. 4. Educational grants. 5. Donations. 6. Memberships.
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Revenue We plan to have revenue starting in the fourth operational month, totaling more than $1.5 million in the first year of operations. The income sources come from four initial revenue streams: Associate Programs, Advertising, Partnerships, and Memberships. Associate Programs – Our first associate program we are developing with Amazon.com. As educational content, WMA promotes recommended additional reading, videos, courses, etc. Amazon.com offers 4% to 8% from linked sales. As a rough estimate we forecast that WMA will earn $288,000 in the first year. Advertising – Advertising revenue will primarily come from Banner advertisements on our site(s) and earn typically $10,000 per customer per month. We plan to add one new advertiser each month, bringing in $450,000 in the first year. Partnerships – WMA plans to develop various partnership programs with other museums at various levels of cooperation. WMA will invest in each museum partnership that merits it to develop mutually profitable products. These projects will bring new managing commissions of $90,000 annually as well as shares in revenues from new products and excellent brand extension possibilities. Memberships – Memberships are offered to interested and advanced readers for access to materials published by top experts. We expect to earn $5/month from each member and have over 150,000 members by the end of our first year of operation, providing $775,000 in revenue. The total estimated income in the first operational year is $1,603,000 25
ProďŹ t & loss $USD
month 1
month 2
month 3
month 4
month 5
month 6
month 7
month 8
month 9
month 10 month 11 month 12
Year 1
Year 2
Revenue Associate Programs
0
0
0
0
8000
16000
24000
32000
40000
48000
56000
64000
288000 1344000
Advertising
0
0
0
10000
20000
30000
40000
50000
60000
70000
80000
90000
450000 1800000
Partnerships
0
0
0
2000
4000
6000
8000
10000
12000
14000
16000
18000
Memberships
0
0
0
25000
50000
100000
100000
100000
100000
100000
100000
100000
775000 1200000
Total
0
0
0
37000
82000
152000
172000
192000
212000
232000
252000
272000
1603000 4704000
Management
7500
7500
7500
7500
7500
7500
7500
7500
7500
7500
7500
7500
90000
90000
Site Department
6500
11000
24500
27500
27500
27500
27500
27500
27500
27500
27500
27500
289500
330000
Content Department
3000
3000
6000
10000
14000
15000
19000
23000
27000
31000
31000
31000
213000
372000
G&A
8500
3000
4000
6000
1000
1000
6000
1000
1000
6000
1000
1000
39500
41500
Total
25500
24500
42000
51000
50000
51000
60000
59000
63000
72000
67000
67000
632000
833500
25500
50000
92000
143000
193000
244000
304000
363000
426000
498000
565000
632000
632000 1465500
NET REVENUE
-25500
-24500
-42000
-14000
32000
101000
112000
133000
149000
160000
185000
205000
971000 3870500
Cumulative
-25500
-50000
-92000
-106000
-74000
27000
139000
272000
421000
581000
766000
971000
971000 4841500
0
0
0
0
0
9450
39200
46550
52150
56000
64750
71750
339850 1694525
90000
360000
Operating Expenses
Cumulative
Taxes @ 35% Net Income
-25500
-24500
-42000
-14000
32000
91550
72800
86450
96850
104000
120250
133250
631150 2175975
Cumulative
-25500
-50000
-92000
-106000
-74000
17550
90350
176800
273650
377650
497900
631150
631150 2807125
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Lilia Bottomley 8738 Cherokee Crt., Leawood, KS, 66206 +1 (913) 766-1305 (h); +1 (913) 645-2838 (c) liliabottomley@gmail.com
Summary of Qualifications A qualified Russian lawyer, financial director and tax specialist with over 12 years of professional experience in international trade between Russia and Western Europe. Results-driven professional with experience in the following industries: natural resources, manufacturing, financial services, real estate and trade. Excellent record of establishing and growing new businesses, organizing production and establishing relations with international financial organizations. Talent for building and leading teams, new processes and launching into new markets. Experienced in legal and tax structuring of deals in importing, exporting, debt issuance, securities issuance and trust management.
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Lilia Bottomley 8738 Cherokee Crt., Leawood, KS, 66206 +1 (913) 766-1305 (h); +1 (913) 645-2838 (c) liliabottomley@gmail.com
Professional Experience INTERCOMP, Moscow, Russia 2006 Managing Director of accounting services department FMBA of Moscow, Russia 1999 - 2006 Founder and Managing Director VNITEP & VNIKOR of Moscow, Russia 1997 - 1998 Financial Director GROUP OF COMPANIES – National Business Center of Metal Producers, All Russia Organization of Invalids & Nord of Moscow, Russia 1996 - 1997 General Director - National Business Center of Metal Producers (NBCM) Joint Venture 1995 - 1996 Head of Export Department – All Russia Organization of Invalids Administrator – NORD 1992 - 1994 Administrative Director of representative office of Pechynganickle responsible for all office management. Trading of nickel and aluminum on domestic Russian market 28
Lilia Bottomley Education and Professional Development 1999 Finance Academy, Moscow, Russia Course in International Finance 1994 - 1998 Moscow State Open University, Moscow, Russia Law Degree in Civil Law, International Trade Law Faculty 1987 - 1992 Moscow State University, Moscow, Russia Diploma in Art History, General History Faculty Personal Fluent in spoken English, Russian is native, Ukrainian, a little of Spanish and French (studied 20 years ago), US Citizen, Married with one child Sports Figure skating, martial arts (karate).
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Lev Melnikov Tel.: +7 (903) 215-52-23 levinfo@gmail.com
Summary of QualiďŹ cations Creative director and art director, practicing designer with more then 13 years of experience. Worked with Russian and international brands from different industries: real estate (developing realtor organizations), ďŹ nancial institutions, retail, restaurant business, and auto dialers. Strengths – ability to bring out new product on the market. Possesses a unique experience of developing and bringing out on the Russian and international market different products. Knowledge, not only in design, but also in marketing, helps fast and effectively position product on the market, give it all necessary attributes, understand reaction of customers, and make the product better. Knows how to tune a creative team to the goals, and achieve those goals according to deadlines. Had following company brands among his customers: DuPont, 3M, BMW, Husqvarna, Orion, Mirax Group, Gasprom, MKB, Bistrodengi, Troika Estate, Soho Rooms, Galser, and others. 30
Lev Melnikov Tel.: +7 (903) 215-52-23 levinfo@gmail.com
Professional Experience РА «INSIGHT Russia» Art Director/Co-founder of School of Marketing “Digital Garden”/ Curator of “Web Design and Usability” course http://inrussia.me/ http://digarden.ru/teachers/66/ РА «FiRST» 2011-2013 Art Director/ Creative Director http://rafirst.ru/ РА «HeadLine» 2008-2011 Art Director/ Creative Director РА «URBAN Productions» 2005 - 2008 Art Director www.urbanproductions.ru ООО «Содбизнесбанк» 2005 - 2008 Leading Designer in a Department of PR and Advertisement РПО «Перспектива» 2002 - 2005 Leading Designer of Serigraphy Department 31
Lev Melnikov Education and Professional Development 1989 - 1994 MSAS (Moscow Secondary Art School V. I. Surikov) Sculpture and Graphic 1995 - 2002 MUT (Moscow University of Technology) Design/ Communicative Design 2014 - 2015 School of Marketing Communications “Digital Garden” Teacher and Curator of “Web Design and Usability” course, Teacher of “Marketing & Advertisement” course. Sports Fencing, Wushu
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WORLD MUSEUM OF ART World and Human: reflection of each other
Ste.102, 3965 W 83rd St., Prairie Village, KS, 66208 Tel.: +1 (913) 6452838 l.bottomley@worldmuseumofart.org