CONTEXTUAL STRATEGY FOR ! THE CREATIVE INDUSTRIES. ! !
A toolkit for Puerto Rico’s Creative Class!
Mariana Ortiz-Reyes!
This document gathers the process for the completion of the! Final Project for the degree Masters of Arts in Design Management! ! In collaboration with Puerto Rico Creative Economy Initiative.! ! Special thanks to professor Chris Miller and classmates ! for your feedback, ideas and support.! ! ! !
Savannah College of Art and Design! M.A. Design Management!
PROPOSAL!
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SUBJECT
PURPOSE
PREMISE!
The project proposes guidelines for developing strategies for individuals and collectives to engage in a creative economy approach for the development of their projects and businesses. Emphasis will be put on the cultural assets that provide support and the resources that promote creative development in Puerto Rico. !
Strengthen the emerging creative economy initiatives for Puerto Rico by promoting strategies that can be implemented from the base and up. !
By facilitating the creative class the tools to understand the factors of a creative economy approach, the creative class can further the reach of the creative industries by implement strategies of their own. !
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
UNIT 1: FRAMING THE PROBLEM
RESEARCH QUESTIONS!
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Q1 WHAT IS THE CURRENT STATE OF THE INITIATIVES FOR A CREATIVE ECONOMY DEVELOPMENT OF PUERTO RICO?!
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Q2 WHAT ROLES IS THE CREATIVE CLASS PREPARED TO ASSUME WITHIN THE CURRENT INITIATIVES?! !
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Q3 WHAT TOOLS WILL SUPPORT THE CREATIVE CLASS TO ACCOMPLISH THEIR PURPOSE? ! !
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KNOWLEDGE BASE!
! CREATIVE INDUSTRIES! !
Industries that rely on the specialized skills of a creative workforce and intellectual property as an enabler for the protection, financing, and materializing of ideas into a creative output. They communicate cultural values, and with the advent of technology, continue to evolve into new fields that create commercial culture. !
DESIGN! Graphic, Industrial, Fashion, Interiors!
ART!
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Music, Visual Arts, Performing Arts, Literature!
MEDIA!
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Application development, Video Games, Online Media, Digital and Multimedia Content!
CREATIVE SERVICES! !
Architecture, Advertising, Creative Education, Social Networks!
! Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
KNOWLEDGE BASE!
! CREATIVE ECONOMY! !
The operation of creative industries within a wider network of connections like manufacturing, retail, services, exports and within other industries, with creativitycatalyzing innovation in that network. To stimulate a creative economy is to foster the diversification of economies through the creative industries—using innovative assets and intangible ideas to promote competitive advantage and growth.!
CREATIVE CLASS! Term coined by the American creative economy theorist Richard Florida, proposing a population category as an indicator of levels of human capital. It offers a better measure for creative economy development than average education levels since it accounts for what the group does in their working life, thus reflecting the impact of creative industries. It is not meant to be an exclusive categorization, but as an index.!
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CREATIVE ECOSYSTEM!
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The interactions that enable! a creative economy development that is sustainable within cultural, social and economic aspects.!
INNOVATION ACROSS INDUSTRIES!
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To foster, through design thinking and cross-discipline teamwork, processes that create value for our larger creative ecosystem.!
UNIT 2: PROJECT DEVELOPMENT
2.1 CONDUCTING RESEARCH!
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Q1 WHAT IS THE CURRENT STATE OF THE INITIATIVES FOR A CREATIVE ECONOMY DEVELOPMENT OF PUERTO RICO?! ! !
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! WHAT ROLES IS THE CREATIVE CLASS PREPARED TO ASSUME WITHIN THE CURRENT INITIATIVES?! !
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WHAT TOOLS WILL SUPPORT THE CREATIVE CLASS TO ACCOMPLISH THEIR PURPOSE? ! !
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
UNIT 2: PROJECT DEVELOPMENT
2.1 CONDUCTING RESEARCH!
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Q1 WHAT IS THE CURRENT STATE OF THE INITIATIVES FOR A CREATIVE ECONOMY DEVELOPMENT OF PUERTO RICO?! !
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Currently in Puerto Rico there are various efforts in the private and public sectors for ! elevating the importance of the CREATIVE creative industries as epicenter of transformation WHAT ROLES IS THE CLASS PREPARED TO for economy development. As the organization that aims to gather the creative class and ASSUME WITHIN THE CURRENT INITIATIVES?! industries, PRCEI needs a strategy that speaks directly to the creative class. There are ! various characteristics of the creative class that need to be mapped and measured in !order to develop a Creative Economy Development Strategy for Puerto Rico. WHAT TOOLS WILL SUPPORT THE CREATIVE CLASS TO Meanwhile this study is being done, there are countless creative individuals and ACCOMPLISH THEIR PURPOSE? ! collectives creating cultural and economic value. ! !
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2.1 CONDUCTING RESEARCH! PROFILE OF CREATIVE CLASS! !
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WHAT IS THE CURRENT STATE INDUSTRIES! OF THE INITIATIVES FOR A CREATIVE PRACTITIONERS OF THE CREATIVE ECONOMY DEVELOPMENT OF PUERTO RICO?!
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Q2: WHAT ROLES IS THE CREATIVE CLASS PREPARED TO !ASSUME WITHIN THE CURRENT INITIATIVES?! !!
Through a survey and interviews the following statements were recollected. ! !! !
!WHAT TOOLS WILL SUPPORT THE CREATIVE CLASS TO ACCOMPLISH THEIR PURPOSE? !
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
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2.1 CONDUCTING RESEARCH!
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SURVEY! !
“We need focus the economy new optionsINDUSTRIES! and ventures that can be provided by PROFILE OFto THE PRACTITIONERS OFinTHE CREATIVE the creative market.”!
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!“Art & design are of critical importance in a society. The challenge is getting society to understand this and cooperating…Everyone likes and wants art, but no one wants to !pay for it. There isn't a mentality of how important/thoughtful/time consuming art & design are.” ! ! !
!“By designing new and improved facilities for manufacturing and pharmaceutical, it
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directly creates new jobs and services for other industries (construction, !commissioning, validations, etc.). It indirectly promotes more of this type of business !coming into the island.”!
2.1 CONDUCTING RESEARCH!
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INTERVIEWS! !
PROFILE OF THE PRACTITIONERS OF THE CREATIVE INDUSTRIES!
“I ! think the situation in the Island is difficult. My audience ranges from professors, students, artists, curators and others. We have somewhat changed the dynamics of ! the traditional galleries that established very specific parameters in terms of uses ! !and opportunities. Something interesting that occurred in one of my previous !projects was the opportunity the space had for taking art out of the Island to an !exhibition at New York… I think we have changed the collector’s way of thinking. All ! these spaces have gotten together to rethink new paradigms and spaces for art in !Puerto Rico.”!
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
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2.1 CONDUCTING RESEARCH!
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INTERVIEWS! !
PROFILE OF THE PRACTITIONERS OF THE CREATIVE INDUSTRIES!
“As an outsider and a non-businessperson it is hard to say what the future evolution ! of ! autonomous management in Puerto Rico and the development of its projects would look like. Based on my experiences living in the US I believe that the DIY ! !culture in Puerto Rico will eventually prove itself to the business world as a !successful economic format and that the financial sector will invest ever increasing !amounts of time and money into supporting this inclusive, community driven model. ! !
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!My impression is that currently Puerto Rico is rich with autonomous self-created variables that could evolve and be implemented as new creative business models !tailored to the islands socio-economic climate.!
2.1 CONDUCTING RESEARCH! INTERVIEWS!
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PROFILE OF THE PRACTITIONERS OF THE CREATIVE INDUSTRIES!
“With the issue of autonomous management, an environment for camaraderie has ! been created. In the space I work in, we do things amongst ourselves, and others ! have a place to work when they come to Puerto Rico for a while. Down the street ! there is another space run by colleagues that when help is needed they close down ! ! their workshop and come help. People notice good work, which creates precedents !for diffusion. ! !! I! have faith that in a couple of years a revival may occur, because we are gradually educating people. And I say educate in the most humble way because there has to ! many people doing the same for it to work. A transformation for the audience is be coming.� ! !
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
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2.2 CREATIVE BRIEF !
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THE GOAL ! !
PROFILE OF THE PRACTITIONERS OF THE CREATIVE INDUSTRIES!
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Create a tool for practitioners of the creative industries that can help them create ! their own business strategy for their own benefit and that of the general creative ! economy initiative for Puerto Rico.! !
2.2 CREATIVE BRIEF !
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THE IDEA ! !
PROFILE OF THE PRACTITIONERS F THE CREATIVE INDUSTRIES!
The tool will guide practitioners through the KNOWLEDGE, RESOURCES and ! NETWORKS to accomplish their business goals in the local creative economy. The ! tool will be formulated using design thinking as a strategic educational asset for the ! !creative class. With it the creative economy initiative in Puerto Rico can be diffused !and put in practice by the creative class in a way that affects the creative ecosystem !in Puerto Rico. ! !
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
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2.2 CREATIVE BRIEF !
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THE PROBLEM ! !
PROFILE OF THE PRACTITIONERS F THE CREATIVE INDUSTRIES!
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How can Cluster de Industrias Creativas de Puerto Rico strategically support the ! creative class and enable them to affect Puerto Rico’s creative economy ! development? ! !
2.3 TARGET AUDIENCE! THE AUDIENCE!
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PROFILE OF THE PRACTITIONERS F THE CREATIVE INDUSTRIES!
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The creative class practices within four segments:!
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ART, DESIGN, MEDIA, CREATIVE SERVICES! !
The practitioners of the creative class may take one or more of this roles:!
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PROFESSIONAL! ARTISTS! ENTREPRENEUR! BUSINESS OWNER!
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
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PROMOTER! CREATOR! LEADER! RESEARCHER!
2.2 TARGET AUDIENCE!
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PROFILES! !
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In! this graph are represented ! members of the ! !creative class from all ! four main !segments. Some practice in one ! industry, while others ! having different projects practice in various industries. Interdisciplinary practice is common. !
3.1 POSITIONING!
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COLLABORATORS! ! !
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
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UNIT 3: MARKET ANALYSIS
3.1 POSITIONING!
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COLLABORATORS! !
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3.1 POSITIONING!
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COLLABORATORS AT SAME LEVEL! ! !
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Objectives
Audience
Lessons
Opportunities
Encourage cultural entrepreneurship through the formation, finance and promotion of micro enterprises.
Individuals and businesses in formation, people changing careers, business owners
Workshops, individual attention, publication of studies.
Research
Insert culture and creative economy in the development of Mayaguez. Activate intellectual and creative capital for generating employment and investments.
Start-ups, students
Call for ideas, advertising
Regional Strategy
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
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3.1 POSITIONING!
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COLLABORATOR’S INSIGHTS ! !
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• ! Social media presence and campaign ! • ! Active in high level discussion about creative industries! • ! Keep contact and/or mentor other parallel initiatives! !• Individual attention to practitioners of the creative class! • ! Workshops and events to educate and learn from audience! !• Cross-industry reach, but not bigger creative class sector !
3.2 ZAG!
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WHO ARE YOU? OR HOW YOU DEVIATED FROM! DYING AND EMBRACED EVOLUTION. ! !
The PRCEI Strategy Toolkit enabled practitioners of the creative industries ! to take individual and collective action for the revival of Puerto Rico’s !economy. During what we call now the Creative Boom (fictional time !period) this tool served to inspire individuals and collectives for the !creation of new initiatives, projects, businesses and collaborations, as !well as helped conglomerate existing efforts. The creative class was able !to strategize a collective vision guided towards long-lasting cultural and !economic impact.! !
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This toolkit’s consequences although latent are still traceable and evolved into PRCEI’s Creative Platform, a place where leaders of the creative class meet both physically and virtually to further develop strategies and projects for Puerto Rico’s Creative Economy. !
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
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3.2 ZAG!
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WHAT DO YOU DO?! !
! Guide the efforts of the creative class towards a creative economy development.! !
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WHAT’S YOUR VISION?! !
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Enable individuals and collectives to develop comprehensive projects that ! both affect their personal development as well as that of Puerto Rico’s ! creative class. Support the creative class by evolving as their practices and their industries evolve. Empower the creative class by promoting connections in context to networks and resources. Motivate the creative class for envisioning, achieving and maintaining a creative economy development for Puerto Rico. !
3.2 ZAG!
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WHAT WAVES ARE YOU RIDING?! !
• ! Autonomous Management! ! • Proliferation of design schools! ! • Diffusion of collaborative projects in art! ! • Cross-industry practices! ! • Private organizations for promoting culture and business! ! • Government interest in creative economy strategies for economic ! development ! !
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
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3.2 ZAG!
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WHO SHARES THE BRANSCAPE?! !
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! There are a few organizations that address the trends in different manners. These organizations occasionally offer seminars, meet-ups and ! events to educate people. Some of these organizations work in ! !collaboration for a certain event, but their visions might be parallel but are not aligned with a collective mission.! !
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MAKES YOU THE “ONLY�?!
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A vision to guide efforts towards one goal, a creative economy development for Puerto Rico, is unique. Under PRCEI the project aims to gather all these efforts and serve as a leader. PRCEI strategy toolkit is the only initiative that aims to support the creative class from the bottom up while seeking the longevity of the efforts by connecting them. !
3.3 VALUE PROPOSITION!
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FOR !
Puerto Rico’s Creative Class!
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WHO! ! !!
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Lead their own businesses, projects and initiatives! Toolkit is a resource for strategizing the role of the creative class in Puerto Rico’s creative economy development!
! (OUR)!
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" BY" ! Facilitating the creative class with the knowledge, DO THIS
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! !UNLIKE! ! ! ! (OUR)!
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" approaches and resources to accomplish development ! " on their own while contributing to the collective effort!
Individual initiatives that address a particular sector and act as trends! Project promotes a collective vision and the forging of connections. !
! Creative Industries! Contextual Strategy for the A Toolkit for the Creative Class!
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4.1 RESEARCH HIGHLIGHTS! The interests of the creative class lie in:!
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“Expanding our! !
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“We ! need to focus the ! economy in new options ! and ventures that can be provided by the creative market.” – Anonymous !
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“My impression is that currently Puerto Rico is rich with autonomous self-created variables that could evolve and be implemented as new creative business models tailored to the island’s socio-economic climate.” – A. Vazquez!
“By designing new and improved facilities and pharmaceutical, it directly created new jobs and services for other industries (construction, commissioning, validations, etc.). It directly promotes more of this business coming into the island.” – K. Diaz!
Opportunities” !
4.1 RESEARCH HIGHLIGHTS!
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The interests of the creative class lie in:! !
“Owning our! !
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“Art & design are of critical importance in a society. The challenge is getting society to understand this and cooperate… Everyone likes and wants art, but no one wants to pay for it. There isn’t a mentality of how important/thoughtful/ time consuming art and design are.” - Anonymous!
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" " " " " " " " " " " " Place”! !
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
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4.1 RESEARCH HIGHLIGHTS!
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The interests of the creative class lie in:! !
“Creating! !
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“With autonomous management, an environment of camaraderie has been created…” – J. A. Negroni! ! ! ! !
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Ourselves” ! “I think the situation in the island is difficult. But we have somewhat changes the dynamics of the traditional galleries that established very specific parameters in terms of uses and opportunities. All these spaces have gotten together to rethink new paradigms and spaces for art in Puerto Rico.” – M. Albarran!
“I think we have changed the collector's way of thinking. All these spaces have gotten together to rethink new paradigms and spaces for art in the Island.” – M. Albarran!
4.2 INSIGHTS!
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“Grassroots” initiatives are transforming the relationships between creators and ! the production environment. !
“… we do things amongst ourselves, and others have a place to work when they come to Puerto Rico.” – J. A. Negroni!
“Los Muros Hablan is an international urban art festival from Puerto Rico that is bringing their art and music to El Barrio, NYC. It proposes and seeks to rescue the abandoned spaces of the city, a reflection of the social and economic decline.” !
OPPORTUNITIES! !•
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Map emerging environments to identify ! opportunities for expanding the reach of practices! • ! Gather autonomous management best practices ! from case studies! • ! Facilitate autonomous management !
4.2 INSIGHTS! Creative and cultural value ! generated in practice is not paired! to investment return.!
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OPPORTUNITIES! !•
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Facilitate information for practice in a medium ! accessible anywhere/anytime! • ! Target the creative class in the formation years! !• Mentorship program !
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of interviewees say they don’t have the time or expertise to figure out ! all the aspects necessary ! to run their business.! “They are working their butts off… but like many businesses that get to a level of critical mass, they need to start relying on exterior help. They have to learn to delegate.” –A.R. Vazquez!
“While we have had no monetary profits we are culturally enriching the audience and promoting Puerto Rican contemporary visual arts and its artists to new venues and communities while offering exposure.” –A. Vazquez
“We believe that nations are defined not only by their borders, but by their people regardless of where they live. Many people who have left the Puerto Rican archipelago want to give back. Many people who remain want to stay connected. But there are very few mechanisms to do this.”! - Parranda.org!
4.2 INSIGHTS! Professionals in the diaspora ! keep direct connections between ! their work and Puerto Rico.!
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OPPORTUNITIES! !
“My mission is to establish a practice that is mobile, and not limited to an institution or geography. By representing people from Puerto Rico I have the opportunity to introduce them and myself to a diverse community.” – A.R. Vazquez!
• Formulate a “diaspora” business model! • ! Promote regional meet-ups for community ! building! • ! Celebrate Puerto Rico Creative Economy ! Summit events in different locations around ! the country! • ! Populate an international creative class directory!
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4.2 INSIGHTS!
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The Creative Class is ! bias towards collaboration. !
OPPORTUNITIES! !• !
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Establish common principles for crossdisciplinary practice!
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of interviewees agree practices like their own can transform their industry and the economy. ! “… we have given ourselves the task of situating our work at the margins or intersections of various disciplines and discourses making use of diverse documentation and technology methods to continue to push and evolve forms forward. - N. Segarra!
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! “Not only by my own efforts but by the integration with many others efforts.” - J. Delgado!
4.2 SYNTHESIS!
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CREATIVE ECOSYSTEM! !
! Creative Ecosystem consists of The all ! the interactions between the creative class, resources and venues. ! !These interactions sustain cultural, social and economic aspects for a ! !creative economy development. ! ! !
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
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4.2 SYNTHESIS!
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CREATIVE CLASS! !
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! Creative Class is divided in three The segments: creators, leaders, and ! entrepreneurs. Within those ! !segments there were identified nine personas. The personas exhibit ! !primarily the characteristics of their segment, but are not exclusive. ! !
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Creators take action. ! Leaders make plans. ! Entrepreneurs take risks. !
4.2 SYNTHESIS !
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PERSONAS! !
! Four personas were selected for development. The story of these ! personas represent use cases that ! !deal with one or more issue that the creative class confronts now. ! ! ! ! !
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
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4.2 SYNTHESIS!
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PERSONAS! !
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! GOALS:! 1. ! Share expertise in industry ! 2. ! Maintain a place in local ! ecosystem! 3. ! Recruit!
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ROLE EXPECTATION:! ! Strengthen her relationship with ! Puerto Rico. !
4.2 SYNTHESIS!
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PERSONAS! !
! GOALS: ! 1. Maintain creative freedom! ! 2. ! Transform practice into a service ! !3. Expand his network! !
!ROLE EXPECTATION:! Serve as catalyst. ! ! !
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
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4.2 SYNTHESIS!
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PERSONAS! !
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! GOALS:! 1. ! Sustainable production! 2. ! International exposition! !3. Brand their method!
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!ROLE EXPECTATION:! Change by doing. ! !
4.2 SYNTHESIS!
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PERSONAS! !
! GOALS:! ! 1. Diversify offering! ! 2. International exposition! ! 3. Mentor! !! ! ROLE EXPECTATION:! ! Facilitate action. ! !
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
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4.2 SYNTHESIS!
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OPPORTUNITY MAP! !
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5.1 CONCEPT MAPPING!
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
5.2 CONCEPT DEVELOPMENT!
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6.1 CONCEPT DEVELOPMENT! DESIGN CRITERIA!
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Accessible !
Practical
Catered ! Content
Connected Interactive to PRCEI.org
Social
! can The toolkit connect to ! social media and ! other collaboration ! tools. It will be available ! to the creative class in a way that is easy to find and adoptable to users’ current workflow.!
The tool should ! be easy to use and access to it should be agile. Users should be able to incorporate it to their current workflow.
The particular needs of individual or collective practitioners can be addressed according to their stage of business development and/ or practice level, and what they want to achieve. !
The toolkit will reside inside the organization’s existing online home in style with its branding, making the connection between these two seamless. !
Users will be ! able to create a network of likeminded professionals and support system for accomplishing their goals. Also, users can connect to social media to share content. !
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
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This tool will continuously evolve with news, feedback and progress shares. At the same time the platform will reflect the advancements in the creative economy development and adjust when necessary. !
6.1 CONCEPT DEVELOPMENT! APPROACHES!
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Social ! ! Platform !
Interactive Document
Mobile! Application
Printed ! Edition
( + )! Direct access!
( + )! Downloadable to any device for offline use! Connects with external content! Straightforward navigation!
( + )! Access anytime, anywhere!
( + )! Presence! Support local print industry!
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( ! )! Workflow! Mapping of activities!
! ( + )! Membership! ! Network! !
Independent! Website
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! ( - )! Decentralization!
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( - )! ! Competition! Who’s the leader?!
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(!)! People can advertise their events! Build a community of support!
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! ( ! )! Depository of useful tools!
( - )! User has to update manually!
! ( - )! Budget!
! ( - )! Distribution! Dated!
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( ! )! Subscriptions! Support the online content!
( ! )! Working document for the user! !
6.1 CONCEPT DEVELOPMENT! SWOT ANALYSIS (considering opportunities from all concepts)!
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Social ! ! Platform ! Network! ! !
Independent! Website
Interactive Document
Mobile! Application
Printed ! Edition
Depository of tools!
Working document !
Workflow!
Subscriptions!
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S ! ! guide w/ expert advice! Reference ! to anyone with an internet connection! Accessible Support from professional/social networks for diffusion! !
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O ! Online and offline community building! Tour of events around the Island! Rapid evolve the tool according to trends and needs!
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
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! W ! Useful only for technology savvy practitioners! Subscription based community might turn-off some users! Open source content ! T ! Choosing to use only a portion of the content/experience! Unpredictable ROI! Supporting References (content should be generated in house)!
BUSINESS MODEL ! Key Partners!
Key Activities!
Value Proposition!
Creative Class Directory.! Meeting space: Piloto 151! Event venues. !
User Centered: !
Provide practical
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! Culture promoters.! Academic institutions.! Business mentors.! Creative services providers.! Governmental offices. !
Provide practical tool. User friendly interface. Customer support.!
Build Knowledge:!
knowledge.! Facilitate action.! Enable networks.!
Case studies writing. Field research. Trend watch. !
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Diffusion:! Education. New customer recruiting. Event Planning. !
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Customer Relationships!
Primary: Professional
business owners with experience.! Secondary: Practitioners new to industry or in process to cross disciplines.! Third: Practitioners at diaspora who wish to connect with local industries.!
Online Community:
Facilitate the formation of an internal support network.! Feedback: Expert response and advice to questions and problems confronted in the field by users.! Face to Face: Periodical interactions to form relationships. !
Key Resources!
Channels!
Services: Partnerships.
Website Platform! Social Media: diffuse news
Web. Social Media. ! People: Director. Communications. Designer. Writer. Content developer. Event planner. Market strategist. Creative Strategist. Researcher. !
Customer Segments!
(Twitter, G+, LinkedIn).!
Word of Mouth! Industry Events !
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Five needs:!
Inspiration! Business Savvy! Planning for growth! New opportunities! Belonging!
Cost Structure!
Revenue Streams!
Main Cost: Research and content development. Web development.! Main Activity Cost: Event planning. Remote management. Customer service. ! Main Resource Cost: Web hosting. Personnel. !
Membership: Paid membership to Cluster will include access to toolkit.! Events: Short courses that address topics in the toolkit can be offered once a
Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
quarter for the general public. Members will receive a discount. ! References: Members who need additional guidance can contact partners through the toolkit for which the Cluster will receive a commission. !
6.2 ZAG!
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HOW TO SPREAD THE WORD! !
! toolkit will be provided under the PRCEI brand. Our audience can The start learning from the existence of the tool by:! ! !!
1. Participating in user research at major industry event were the Cluster ! is represented. This will reinforce the idea that the toolkit comes from ! ! the practitioners experience.! 2. Toolkit development progress updates on social media and the Cluster.! ! 3. Publishing case studies! ! 4. Adopting spokespeople from the creative class. ! 5. Creating an online marketing strategy that emphasizes the voice of the creative class.!
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
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6.2 ZAG!
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HOW TO GET PEOPLE INVOLVED! ! !!
! toolkit needs to convey the message that it can be implemented in The different ways as well as transformed in practice by the creative class. ! !
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!1. Sponsor educational events with collaborating industry leaders and ! academic institutions. This can be transmitted in webinar format. ! !2. Gather practitioners to share their experience and get advice from ! peers in informal monthly meet-ups. ! 3. Get involved with external events (re-posting advertising, sponsoring, ! media coverage) to support the people who are part of the community and that can get more people involved.!
6.2 ZAG!
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WHAT WILL THE CREATIVE CLASS EXPERIENCE! !
! Touch points of the experience are: ! !!
1. ! !2. 3. ! 4. ! 5. ! 6. ! 7. 8.
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PRCEI website! Cluster Industrias Creativas website (creative class directory)! Facebook/Twitter posts! E-mail! Industry events! Un-conferences! Meet-ups! Promotional campaign !
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
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6.3 PROTOTYPE!
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EXPERIENCE MAP! !
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6.3 PROTOTYPE - CONTENT! About the toolkit !
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How to use
Introduction! Creative Ecosystem!
Cross-discipline! Content! Social Media! Marketing! Advertising! Future Planning!
Glossary of Terms!
Industry ! Business! Financial! Legal!
Tools!
Business Model Canvas! Models! Incentives (public/private)!
Community!
News! Events! Call for work! Creative Class Directory !
Acknowled gements!
References! People! About Cluster de Industrias Creativas!
! How to use!
Key questions!
Creative Thinking!
Creative Values! Thinking: conceptual, strategic, systems! Research! Innovation! Collaboration!
Business savvy!
Markets & Economy! Business Model! Customer Sensitivity! Networking! Decision Making! Risk Taking! Partnerships ! Project Management! Leadership & roles! Legal!
Funding!
Strategy!
Fundraising! Autonomous Management! Crowd-sourcing!
7.1 PROTOTYPE !
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WIREFRAME! !
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! wireframe for the Toolkit’s The prototype was made into a ! site using Axure. Content was ! !created and incorporated into the prototype for user testing. ! !
7.2 CREATIVE THINKING !
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
7.3 BUSINESS SAVVY !
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7.4 STRATEGY !
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
7.5 COLLABORATION!
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7.6 COMMUNITY !
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
8.1 USER RESEARCH !
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CONTENT STUDY! !
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! prototype was The announced to the general ! public and tested with users ! !during BOOM Fair 2013 at Ponce, Puerto Rico. The ! !remote study was conducted with practitioners from the ! design and architecture ! industries. More user research is still on its way. !
8.2 USER RESEARCH!
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INITIAL FINDINGS! !
! Users want to feel inspired. ! !!
Users need step by step support.! ! !
Users want to connect to others practitioners who are in the same process of ! !developing their creative businesses.! !!
Users need support with presentation tools to better communicate their business ! proposals.! !
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
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9.1 BUSINESS PLAN!
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CONCEPT! !
! Executive Summary! !
Currently in Puerto Rico there are various efforts in the private and public sectors for elevating the !importance of the creative industries as epicenter !of transformation for economy development. As the organization that aims to gather the creative !class and industries, Cluster de Industrias !Creativas de Puerto Rico is developing a tool that !speaks directly to the creative class. ! !
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goal of this Toolkit is to strengthen the emerging creative economy initiatives for Puerto Rico by promoting strategies that can be implemented from the base and up. By facilitating the creative class the tools to understand the factors of a creative economy approach, the creative class can further the reach of the creative industries by implement strategies of their own. !
The Toolkit proposes to practitioners of the creative industries a guide through the KNOWLEDGE, RESOURCES and NETWORKS to achieve their business goals. ! !
The key to the success of this toolkit is first to support its development such that it thrives in its design principles of being accessible, practical, interactive and social. Most important for this phase is to form a team of experts that will support the organization’s goal to gather and curate the content that will attract customers. !
9.2 BUSINESS PLAN!
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THE TEAM: Experienced multidisciplinary professionals to drive the project. ! ! !
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Ricardo Burgos ! is a serial entrepreneur and innovation ! agent with multidisciplinary
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skills developed in over twenty years of experience in the areas of: youth marketing, digital communication platforms, user experience, content strategy, cultural and creative event production, creative direction, innovation and design thinking, audience network and super distribution strategies.
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Dyanis is a creative director,
Ernesto is a consultant with
Sofía Stolberg is an
Mariana is a design strategist
design manager, and communications professional who has been in the creative business for more than a decade. Most recently, Dyanis earned a business degree from the master’s program in Design Management at Pratt Institute, NYC. Her thesis, “Designing Sustainability into Creative Economies” led to the creation of a new methodology for creative economy development that accounts for social, cultural and environmental factors, together with economic wellbeing.
over 15 years of professional experience in the areas of organizational design, leadership, management, business communications, technology, and innovation for the private and public sectors in Puerto Rico, the United States and Latin America.
entrepreneurship consultant with a passion for strengthening entrepreneurial ecosystems and enabling entrepreneurs like her to thrive. She is currently the managing partner of Think Circle, LLC, a consulting firm focused on designing and implementing entrepreneurial initiatives and innovation projects for public and private companies, central governments, municipalities and cities worldwide.
with focus on user research and content development. Her multidisciplinary skills come from practicing in architecture, design and software industries. She is currently completing a master’s in Design Management from SCAD. In March 2013 she founded I am satos™ Journal, a digital magazine aimed to expose the experiences and works of creative Puerto Rican students and professionals who have accepted challenges around the world.
9.3 BUSINESS PLAN!
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BUSINESS MODEL! !
! Value Proposition:!
Customer Segments served are…!
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User Centered Approach: Practical tool. User friendly !interface. Customer support. Build Knowledge: Case !studies writing. Field research. Trend watch. Diffusion: Education. New customer recruiting. Event Planning. !
Online Community: Facilitate the formation of an internal support network. Feedback: Expert response and advice to questions and problems confronted in the field by users. Face to Face: Periodical interactions to form relationships. !
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The toolkit will: Provide practical knowledge to practitioners; Facilitate action for business development; !and Enable practitioners’ networks to support a creative !economy in Puerto Rico.!
The toolkit will thrive by…! !
Primary: Professional business owners with industry experience. Secondary: Practitioners new to industry or in process to cross disciplines. Third: Practitioners at diaspora who wish to connect with local industries.!
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Relationships with customers consist of…!
! Resources are needed… !
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People: Director. Communications. Designer. Writer. Content developer. Event planner. Market strategist. Creative Strategist. Researcher. ! Organizations: Culture promoters. Business mentors.!
Membership: Paid membership to Cluster will include access to toolkit. Events: Short courses that address topics in the
!Services: Partnerships. Web. Social Media. ! !
Revenue sources…!
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toolkit can be offered once a quarter for the general public. Members will receive a discount. References: Members who need additional guidance can contact partners through the toolkit for which the Cluster will receive a commission. !
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9.4 BUSINESS PLAN!
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MARKETPLACE! !
! Market Strategies!
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Practitioners of most if not all of the creative industries will be able to use the content !respective of their disciplines’ needs. This will !expand the reach of the Toolkit and so will secure greater dissemination of the collective vision for a !creative economy development. !
Our audience can start learning from the existence of the tool by:!
!The toolkit should convey the message that it can be implemented in different ways as well as !transformed in practice by the creative class. This can be done in several ways:!
Competitive Analysis!
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Sponsor educational events with collaborating industry leaders and academic institutions. ! Gather practitioners to share their experience and get advice from peers at informal monthly meet-ups. ! Get involved with external events (re-posting advertising, sponsoring, media coverage) to support the people who are part of the community and that can get more people involved!
Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
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Publishing case studies.! Adopting spokespeople from the creative class. ! Creating an online marketing strategy that emphasizes the voice of the creative class.!
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A service similar to this does not exist in Puerto Rico. The most closely related competitors such as business mentoring services can be persuaded to become partners. For example advice notes from these experts can be integrated into the content offering so practitioners have a reference if they need further support. These references can be commissioned and thus partnerships will be viable for all parties. !
9.5 BUSINESS PLAN!
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DEVELOPMENT! !
! Prototype Testing! !
Stakeholders!
In its current development phase a preliminary version of content and website user interface of !the Toolkit has been put to test with users. The !findings from this phase will provide insights to improve usability and content as well as explore !other ideas and opportunities. !
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The team can invite additional stakeholders to become part of the development team. These stakeholders support the project in different ways: finance, review and diffusion. These should come from different industries, have different roles in their industries, as well as have an interest in supporting the practitioners of the creative industries. Stakeholders will have the job of making sure expectations are met and resources are allocated correctly. !
! Iterations!
With the prototype and its feedback in hand the ! team is better prepared to further develop the tool. The team can use the insights to iterate for the design of the toolkit to determine the direction to follow. Further testing with users should become part of the design process to determine the solution that resonates most with the use cases for the creative practitioners. !
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The development team at a minimum should be conformed with people who can address the following tasks: ! • Management: project management, financing, customer and partner relationships! • Stakeholders: review, financing, customer and partner relationships! • Content Development: content research, user research, writing, editing, audiovisual and visual design, social media! • Design: web development, advertising!
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9.6 BUSINESS PLAN!
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IMPLEMENTATION! !
! User Validation! !
The proof that this tool is providing what it promises is validating the cases with practitioners. This will help track progress and continue to develop content that improves the tool. For this, following up on relationships with users is an objective of its implementation. These practitioners in close relationship with the development of the tool will become official and unofficial spokespeople for it. !
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Up! ! Start The project can take the structure of a start up
become its own case study. The experience ! and of the project can be documented and become a
series of presentations that teach about the principles for a creative economy development in practice. !
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Contextual Strategy for the Creative Industries! A Toolkit for the Creative Class!
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Stages!
The tool can be implemented in various stages. ! 1. Resource Guide to Practice ! 2. Content Building Tool ! 3. Mobile App!
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Presentation! The completed first stage of the Toolkit will be ready for official launch by April 2014 at the organization’s first annual event Puerto Rico Creative & Cultural Conference. This tool an also be strategically presented to the academia, entrepreneurship groups and industry events. !
10.1 VIDEO!
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