SD5162 – MANAGING VALUE CREATION SALON FILMS
LAM Hiu Young Kevin 17028847G Yingting Chen 17085376 HUANG SHUHAN TianTian 17097806G Meher Luthra 17097302g
Abstract During the last decade the technology advancement brought a lot of changes to our life and how we react to the world. Video content are now ever in demand due to online sharing platforms & social media, this changed the norm of production industry as well as the traditional
broadcasting
platforms
(Advertising,
TV
The
&
Film).
high
demand for mid quality contents that react quickly to the consumers life, with diminishing the needs for high quality productions. Another major factor will be the liberation of the technology that allows the general public to access these professional grade equipments. Although without the relevant skill sets is still lacking from the public, but the rise of the new knowledge based economy will eventually catch up and enable the public to indulge in their own world of creativity.
Abstract
We target to review the industry in micro
A new platform will be created via
& macro levels in order to draw a complete
affiliate company - Salon Media Lab
image of the current landscape. With the
(SML) as a bridge to connect the current
different value management tools to be
business to the new context. The SML
applied for identifying new opportunities
knowledge platform shall not be limited
that brings new values to range of
by the physical space but integrated
stakeholders within the current ecosystem.
with the virtual world. All these aspects
During the analysis, we were able to
together with mutual benefits & values
identify problem from the current value
exchange for all related parties would
flow
from
allow Salon Films to have a more
Salon Films is one of the top HK based
different
new
sustainable business model, adaptive
production house that was the first to
ecosystem that Salon Film is currently
to future change & the possibility to
take its game up to the international
breaking out from. Understanding that
revive HK production industry in a new
stage. They are currently facing the ever
the video production industries were an
innovative way.
challenging context as described with the
integration of Creativity, Technology &
rest of the industry.
People, instead of video as the end result
map
by itself.
Managing Value Creation | 3
and parties
missing
linkage
complete
the
• SWOT
Rivalrous / Excusable Matrix
• Case Studies
Stakeholder Map
• Interviews
Valueflow Map
Industry Workflow & Ecosystem
Value flow Analysis
• Product & Service segmentation
Economic Paradigms
• Advertisement - TV & Online
Current Value Framework
• TV Content
Key Findings
Contents
• Movie
Micro
03.
Introduction of Salon Flim & Current situation
Narrative Inquiry
Ideate and Prototype
• Interview
Ideation & development
• Site Visit
New Value Framework
Salon Film Workflow & Eco system
Value Proposition canvas
01. Context
Final Solution
Research Plan Macro
02.
• Industry Overview
Empathise and Analyse
• Industry Trends
References
New Collaborative Ecosystem
Appendix
Managing Value Creation | 4
Conclusion & Evaluation
Introduction
WHAT IS SALON FILM? Established since 1959, Salon Films is a
professional
filmmaking
servicing
company and a creative video agency. A production company that strives to create high-end broadcast, commercial,
out
camera,
lens
top
of &
the
range
other
new
technologies that steps up the game.
corporate, digital and branded content.
SCENARIO
With offices set up in not only Hong
Recently, due to the shift of analog to
Kong but also major cities in Asia, they
digital, fast redundancy of technology
have worked with range of directors
and the rapid change in the production
in all genres of film making. They have
ecosystem.
collaborated with major film studios and
This had broken down the barrier for a
TV Station from all around the world.
high quality production, with the changing
Apart from pre production & production,
in demand from the market, Salon Film is
they
struggling to maintain their position in the
also
focusing industry.
Managing Value Creation | 5
Renting
on
provides the
rental
services,
Professional
Movie
industry, therefore we have identified this agency as our case studies.
CONTEXT
Managing Value Creation | 6
Context
Research Plan Macro / Industry Research
Micro // StakeHolder Workflow
01. Desk Research
01. Desk Research
Industry Overview
After identifying the client of the case
- Industry Trends
Product and Service
studies and brief understanding on the
- S.W.O.T
Segmentation
context of this industry, we decided to
- Case Studies
dig deeper into the company as well as
- Interview
the context within. It was broken down into 2 parts - Macro & Micro perspective into the industry.
02. Interiews
Macro view will mostly done by desk
- Salon Film GM
research to have a broader view. Micro
- Young Producers
view will be mostly qualitative, in
- Local and Overseas Experienced
depth interviews in order to draw out a detailed list of stakeholders as well as how the market was segmented with the related workflow identified.
Managing Value Creation | 7
Producers - Previous Government OFCA Member
Context
Macro Industry Overview : Step
Socio Cultural
Technological
• Online advertising has been one of the
• More and more commercial products
key drivers for entertainment and media
come out and people like YouTubers
in Hong Kong.
are shooting at home studios without
• The rich heritage of Hong Kong cinema.
Different factors were used to describe the framework of macro environment, in which way we could have a better understanding of the market growth & business position. The analysis leads to
• Local
actors
and
actresses
in
the
professional facilities. • 75% of the population in Hong Kong are
previous generation are no strangers
internet users.
to overseas audiences and often win
• Technological
innovations
impact
international acclaim. Celebrities like
the entertainment market with new
Bruce Lee has a huge international
equipment,
influence.
cameras and virtual reality headsets.
such
as
360-degree
• Dramas from TVB and ATV used to
• TV’s stagnation is driven by a shift to
the potential and direction of
be very popular in Asian in the 20th
digital and mobile consumption and
operations. Factors have great
century. However, now local dramas
over-the-top (OTT) services like Netflix
influences on the decision making
have weak competitiveness compared
and Apple TV.
and project development have
with imported dramas among young
been listed as below: Managing Value Creation | 8
generation.
Context
Macro Industry Overview : Step
Economic
Political
• As of January 2017, there were 55
• Specialized
Kong Film Development Council is
of cinema seats is declining.
established to advise the secretary on
dropped 5% from 349 to 331 in 2017.
describe the framework of macro environment, in which way we could have a better understanding of the market growth & business position. The analysis leads to
Hong
cinemas in Hong Kong, and the number
• The total number of films released
Different factors were used to
department,
• PwC data shows TV advertising revenue fell 9.2% in 2015 to US$732 million and further losses are expected this year. TV
the policy, strategy and institutional arrangement for the promotion and development
of
the
film
industry,
as well as the use of public funds to support the industry.
will, however, return to growth in 2017,
• An official government agency issues
and the TV ad market will reach US$825
the legal system of movie screening
million by 2020.
and rating: Hong Kong Motion Picture
• By 2020, Hong Kong’s mobile video
Rating System.
the potential and direction of
internet advertising market will account
operations. Factors have great
for
influences on the decision making
internet advertising revenue, proving a
(CEPA) to make co-production films
and project development have
very effective medium for advertisers to
aimed at Chinese audiences.
been listed as below: Managing Value Creation | 9
35.7%
of
total
a targeted audience.
mobile
display
• Mainland Economic
and
Hong
Partnership
Kong
Closer
Arrangement
Context
Macro : Industry Trends
Film & Entertainment Industry in Hong Kong In the 20th century, Hong Kong was one of the most significant trend leaders in the film entertainment
Harvest and Newport Circuit. While there are more than 200 cinemas in Shen Sheng, Mainland China in 2017.
industries in the world. However, in
Because of the release of Mainland
recent years, Hong Kong faces the
and Hong Kong Closer Economic
limitation of the dynamic market
Partnership
and invade of exported films. As of
an increasing number of movies
January 2017, there were 55 cinemas
have been co-produced by Hong
in Hong Kong. Films are mainly
Kong and Mainland film production
released through channels such as
companies. In 2016, 54 out of a
United Artists, Broadway Circuit, the
total of 89 movies were granted co-
MCL Circuit, the AMC Circuit, Golden
production shooting permits.
Managing Value Creation | 10
Arrangement
(CEPA),
Context
Macro : Industry Trends
Digital Entertainment trend in Hong Kong 0I. The growing numbers of Internet users New
technology
innovative
development
media
are
and
engaging
02. The growing role of analytics 03. The growing impact of new in Key Opinion Leader (KOL) media platforms. identification The Hong Kong Local online media Hong Kong young people nowadays are
platform 100most successful attracted
As
not only influenced by celebrities but the
young
internet
“everyday� social media users who are
streaming
users(IndexMundi), Hong Kong people are
also known as Key Opinion Leader (KOL).
engaging contents. This case shows the
highly influenced by new media platforms
To keep the regular exposure and attract
rising preference to watch a video that
such
and
new followers, the KOLs would make the
is streamed live in Hong Kong. Shifting
Instagram. At the same time, the popular
low-cost videos by themselves to post on
demands from traditional channels TV &
social media platforms are enhancing the
social media platforms.
Cinema to online hence content format
with
audiences
75%
of
as
the
in
Hong
population
YouTube,
Kong. are
Facebook,
video related services.
generation videos
by
creative
live
with
relevant
and
change from public Frequency Table broadcast to Over the top (OTT) media service.
Managing Value Creation | 11
Context
Macro : Industry Trends
in the world. It has huge potential since
win method for both sides.
there will continuously benefit from the
03. Internet and Diversification
policy, internet, and funding..
Companies improve strategies and profits by analyze Big Data and collect data from
02. Globalization and
multiple channels. The trend of “internet
Co-production
plus�, which means to keep pace with the
Entertainment and Media in Mainland China
Chinese investors are ambitious to open
0I. The boom of film industry
technologies and talents, at the same
Chinese box office keeps rising with the expectation to replace North American market in 2020 as the largest film market
Managing Value Creation | 12
overseas market and would seek for new time, filmmakers out of China are looking for the chance to enter one of the largest markets in the world with millions of audiences. Co-production will be a win-
information trend,proposed by China’s prime minister. It encourages internet division to be one of the most important factors. Apart from cinemas, website and app are also good revenue channels for film and advertising industries with the Rising demand for mix media.
Context
S.W.O.T WEAKNESSES
STRENGTHS: Salon Film has hundreds of equipment in store, mostly professional cameras and lens with high prize and even collection value. Besides, as one of the most remarkable film production company in Hong Kong which have established for more than 59 years, Salon Film has a great reputation and stable network connection, which makes its
retail
outlets
numerous
and
convenient
for customers and putting it in line with and ahead of the volume of competitors. It has a production system that it provides recruitment and management assistance too, which also serves to enhance quality and increase the speed of service. As a result, Salon Film has the closest connection with local talents and most significant market influence among equipment rental in Hong Kong. It also has strong and wellestablished distribution and sales networks, which aids cost control.
Managing Value Creation | 13
More and more high quality and low initial cost filming equipment which targeting commercial market came out annually, which the video shooting industry has been subject to in recent years. Small and medium-sized crews barely rent high-end cameras to meet their needs. Adaptations to technological improvements and new platforms are two main changes that the company has initiated to keep up with competitors. Besides, Salon Film is also less aggressive than competitors in marketing their videos and their technology changes (for instance, 360-degree cameras, virtual reality, Leica M-system). Cool and attracting videos are valued by a large customer base, many of whom are not aware of the capabilities of Salon Film due to this lack of marketing, and creativities especially in the market out of Hong Kong.
OPPORTUNITIES Due to the weakness above, a major opportunity for Salon Film is to better market their strong connection and seasoned production team to increase awareness among consumers. While the co-production is getting popular after CEPA implementation, a study from Legislative Council shows that co-production movies are
growing faster and has large potential. Since Salon Film, like other competitors, has made these adaptations to open mainland market, they need to improve their communication of these offerings to attract customers who would invest but have less awareness of Hong Kong film industries to fully maximize on this growing market. The same is true for its other product additions like equipment rental. Also, the general manager of Salon Film identifies an opportunity to grow by targeting the new media platform, an area where traditional film production companies are underrepresented.
THREATS The main threat to Salon Film is the rapid tech changes. More good-quality and less-prize choices by consumers, it is imperative Salon Film to make wise and prudent equipment investment. Further, the emerging smallsized rental and production houses offer acceptable-quality services and more customizable options with a lower price and add more competition and substitute options that professional production houses must compete with. The loss of local talents in the recent years may also threaten the company regarding its ability to control service quality.
Context
Macro : Case Studies
Laundromatte is a video production agency base in Hong Kong. Their strength is in creative storytelling and high demanding visual
production. Their
work is majorly for commercials but they also make independent short films for film festivals. Recently their founder and director Joshua Wang is working on a Hollywood movie. As a small production house (only 4 full time employees), they are very versatile - they can do creative part and also the pre to post production. We have interviewed Joshua Wang for this project, for detailed interview findings, please refer to the interview page.
Managing Value Creation | 14
Context
Macro : Case Studies
Gwantsi
is
one
production
of
the
company
biggest for
video
high-end
commercials in mainland China. They
are
positioning
“platform�
for
themselves
entertainment
as
a
content
making. Over the years, they have built up their network in the industry, and also strengthen their content creation team for better creative services. They also developed their capabilities in the last digital technology to enhance the richness and quality of films, TV, new media, and interactive branded content. They
even
integrated
comprehensive
services for the animation/art industry by making a collection of diverse animation resources integrates global A-list popular painters,
art
designers,
manga
artists,
creative talent, web celebrities, directors, animation companies, and more!
Managing Value Creation | 15
Context
Macro : Case Studies
Established in 1982, Sil-Metropole Organisation Ltd has been one of the production companies highly influenced Hong Kong film industries. Since it has the strong connection with mainland film market and good relationship with the Chinese government, it didn’t suffer from the decline in early the 21st century. It was one of the production companies which involved in the co-production and build a good reputation among Chinese investors. SilMetropole typically works on more than ten co-productions a year as a Chinese partner. Some of its projects include Three Kingdoms: Resurrection of the Dragon, Invisible Target, Throw Down, Confession of Pain and Star Runner. The company is also involved in television series and currently produces its projects. To save cost and create new value, it moved the main studios and offices in Guang Zhou and organized tutorials to train its professional team.
Managing Value Creation | 16
Context
Macro : Interviews
Depends on the project, they can either do the
Areas of business:
project internally, or, out source some parts of
• Short Film (For Clients, And Also Personal
the workload to freelancers.
Work For Film Festival) • Corporate Videos
Clients find them to work on any kinds of video.
• Commercials
Clients including brands and adv agencies
• Branded Content
Laundromatte can do creative part if needed,
Video production in Hong Kong:
they can do pre to post production
Landscape is very competitive
They rent the equipments for shooting depends
Less big budget TVC in Hong Kong due to the
01. Director in Hong Kong: Joshua Wang Australian
living
in
Hong
Director / Founder / Creative Director of Laundromatte, a video production
Managing Value Creation | 17
media, less people watch TV, less brands willing
in one company a trend for the video
to invest on commercials for TV
production house?
budgets, up and down a lot.
for 15 years
agency in Hong Kong
Is creating content, and doing everything
not always high budgets job, some are lower
Kong
on each project’s needs
popularity and the rise of new media and social
Major jobs are for new media and online content,
35-45 years ol
Work flow:
It is not a trend to him, he thinks it really depends on the company’s skill set, if you are capable doing those parts then it is a plus for the
His role:
company, so that you can take on different kinds
Includes director + producer + editor.
of jobs.
He is good at making stories, and also post
How do they find freelancers?
production because that’s his background. So
From their network and word of mouth.
he knows a lot about post production and more
China market:
hands on than other directors.
Company structure:
Have bigger budgets on video production, but they do not have many clients from China since
4 full time core members, everyone has multiple
they are locating in Hong Kong.
hats on, including:
His current work:
Director, Editing, Visual Effects, 3D Supervisor, Production Manager, Client Manager
He is currently making a Hollywood movie, he is the director.
Context
Macro : Interviews In HK: Using HK as a hub, helping a friend here to make hotel commercials in Asia, so travels a lot. His friend: makes commercials a lot, e.g. using drone to shoot events, time-lapse…
His comments: HK is a not a good place for film, either China or US, thats why he is moving to US
02. Director in Asia: Alex O
HK is base to shoot asia Some commercials, e.g. KOL mini documentaries, branded content, travel shows… but he said he is not the best one to ask, he doesn’t know that much about the local market here. In China: more money and investment laying around, they want to find good scripts to film. But in other place, you need to first have a good
Australian in Asia Freelance
director,
script and find producer and money to shoot
cameraman,
In China: a foreign film wants to shoot in
editor and writer
China, you need to find a local DP (director of
Used to base in Shanghai, started to
you, and a local production contact who speaks
photography, normally a freelancer) to help
base in Hong Kong for a year, but now
Chinese and English. But in HK, everyone speaks
he is moving to US to make his own
english, so the local team has less advantages.
film
Managing Value Creation | 18
Context
Macro : Interviews
and scripts => hire the executive producer to find a right production team => find 3-4 production house to see what kind of directors
“It is springtime for video production in China!” 1. from agency or production house: mid-big scale projects, above 1.5M RMB budget
along his/her team including prop, clothing, art direction, camera operation team… => ….. house and agency (agency confirm with client) => after shooting, production house give the footage to post production company to do
2. from her own connection: smaller scale
editing…
projects, below 500K RMB budget
Basically advertising agency does the creative
Roles:
part, production house in charge of the pre and
1. Executive Producer (kinda like a Producer
post production, but post production is their
director)： In charge of pre-production to post
vendor.
production the whole process.
Hierarchy of roles:
– Be an intermediate/bright/project manager
Executive producer
between agency and production house. Because the
agency
do
not
have
the
professional
knowledge in production, it is easier to have a Executive Producer to help them manage the production team 2. Assistant Director: only in charge of the preproduction (including the shooting part) Helping out the director to make the project come true
31 years old, Female
Commercial video - Agency Work process:
Freelance Producer in Shanghai
Advertising agency makes the creative brief
Managing Value Creation | 19
and confirm the agency=> the director can bring
meetings and confirmations between production
Where to get jobs:
03. Producer in Shanghai: Fiona
they recommend => choose the right director
| Producers | Line producers
Suggestions: 1. Work: depends on personal connections, word of month. 2. if Salon film want to do commercial videos in China, better hire a good producer who has good connection and good portfolios
Context
Macro : Interviews
04.
She is looking for jobs, two options for her:
Script writer in HK: Fish
- has good executive producers
24 Years Old, Female
- will find production house to shoot & post
From Mainland China, came to Hong
production
Kong study film in a Master program
2. independent director’s studio
Fresh graduate, hunting for a job
1. Big film making company:
- good directors - hire writers to make scripts based on the company’s direction
Her comments: In HK, you know names not company… means personal connections are important
Managing Value Creation | 20
Context
Macro : Interviews
About Hong Kong film industry:: As a sales executive who would work with production team as well as distribution channels, she believed that it was not the golden time for
About Salon Film:
05. Asian Movie Sales Executive: Clotho Yip 27 Years Old, Female All rights entertainment, Hong Kong
Managing Value Creation | 21
Hong Kong movie anymore. Given the decreasing trend of cinema seats available in Hong Kong,
She had visited the office of Salon Film during a
local movies face an uphill battle to compete
studying tour organized by the Academy of film
with popular Hollywood movies for screening
when she was studying in the Hong Kong Baptist
in local cinemas. Besides, Hong Kong movies
University. She told us not as many companies
may need to improve the quality to maintain
in Hong Kong as Salon Film that could have their
competitiveness
building and store lots of high-end equipment.
Imported movies played a significant role in the
It was greatly to widen her horizon. However,
revenue model. Last but not least, she believed
she thought the office direction was old-fashion.
that there was still a large market for movie
After the visiting, she kept her eye on Salon Film
distribution in Hong Kong since it was a harbor
when she hunted for her job, but she didn’t find
for the western movie to enter the Asian market.
any position or updated information form the
For the movie production, she said there were
company website.
more chance and investment in Mainland China.
against
exported
movies.
Context
Macro : Interviews
06. Freelance Filmmaker: Joey Hu Under 30, Female Hong Kong
Managing Value Creation | 22
Life of freelance filmmaker in Hong Kong:
About the industry::
She won some scriptwriting and video awards
She disagreed that Hong Kong local films were
when she was studying at the University, well, she
dying, and she believed there were still lots
still made efforts on the competitions since they
of chances and potential in the entertainment
were one of the best chances to build portfolios
industry. One of the biggest strengths of Hong
and accumulate fame as a movie maker. In the
Kong was the Hong Kong motion picture rating
first three years, she worked in a foreign capital
system, which allowed filmmakers to express
production house to gain more experiences.
their thoughts with less limitation. However,
After that, she collaborated with several young
she could not deny that the limited fundings
talents to build the small-sized crew. Her clients
and small domestic market were big problems.
knew her from the awards, the previous clients,
“Through the cinemas are dying, videos are still
and their friends. Her major job in 2018 is to
booming on the websites, Apps, and mobile
write a script for a co-production movie which
phones.” she was confident about the new video
is produced by Johnny To. Otherwise, she
platforms. She told us the qualities of some
would help with brands to do some commercial
online dramas were as good as movies, and
videos. For the future, she planned to learn
more people would love to watch because of the
to programme. “It is a trend to make fancy
convenience. In the present,
animation and short adverting video on the social
including her tried to open the new market and
media platform,” she said.
find new revenue channels.
local filmmakers
Context
Macro : Interview Questions
05.
Each interview will have some changes accordingly, but here is
06.
a guideline.
What is your workflow? How and where do you get jobs, from start to finish?
01. Could you briefly introduce what your company does, and what is your role in it?
02 What is your background, and what did you do before this?
03. What is your company’s service areas, how do you put it in one sentence? e.g. Including pre-production and post production? What else do you offer, e.g. content creation?
04. What is your company’s structure, how many employees?
Managing Value Creation | 23
Do you also work with freelancers? How do you build a network?
07. What is the film/video production landscape like in HK? Competitive? Booming now? Or declining?
08. Who are your competitors? Do you have other teams locating in China or overseas?
09. How will you, personally, define success for your company, or for your role?
10. What kinds of projects you would like to take on more in the future?
Context
Industry Workflow & Ecosystem Product and Service Segmentation Video production are very content based,
TV Content
and the categorisation does not solely
Normally series contents from 20 mins to
defined simply by their target audience,
45 mins for HK TV stations, mostly dramas
broadcasting
storytelling
& variety shows. Most of the production are
(content & context). When we look deeper
done in house but the new digital licensing
into ways to differentiate them, it become
HK government is giving out drives new
quite clear that one other major aspect that
competitions and more new companies try to
is differentiating them are the durations
purchase or outsource programmes from local
hence
and international. - Does not exist in current
affect
platform
the
&
planning
&
resource
allocations:
Salon Films portfolio.
Advertisement
Movie
Normally one-off 30 secs to 2 mins for TV
Most of the “proper� movies will consider
Commercials , and 30 secs to 15 mins on
to last for 120mins in durations mostly one-
social media, Brand & Agencies driven. The
off but some as a sequels. There are less and
new broadcasting channels had a big impact
local productions in HK now but still a lot of
to type of contents client creates and the
collaborations with China under CEPA and HK
amount of budgets they allocate. - No
still attracts some overseas filmmakers as one
strong present for Salon Films
of their location for their shoot. - Main service for Salon Film
Managing Value Creation | 24
Context
Industry Workflow & Ecosystem
Video Production Ecosystem
(S
Commercial video is a video that usually promotes a product, service or brand. It is pushed out to an audience and backed by media spend. The goal of a video
Client Brand
commercial is to raise awareness, acquire new leads, nurture existing ones and increase conversions... But here we use “commercial video� as an
category
refers
to
or
ca
n
om
th
e
et
im
e do pro s th th duc e b e cr tion rand ea tiv hou s e pa e rt)
advertisement,
Production House
TVC, corporate video, branded content, events, or any videos required by a brand or company which are either for internal or external commercial usage. For the commercial
video production
house, it is a very competitive landscape in the new media era. Since the budgets from clients are up and down due to the rise of online content, it is important for them to keep the core team small and stay versatile in production skills enable to adapt themselves for different kinds of projects and challenges.
Managing Value Creation | 25
Creative Agency
Executive Producer
Pre Production
Shooting
Bridge Post Production
Context
Industry Workflow & Ecosystem
T.V Content Production Ecosystem
In HK the production from TV stations, everything from preproductions to post productions are normally done internally, since it will be easier to manage cost on the
Client (Broadcasting Company)
Inhouse Scriptwriter
free TV channels that depends on advertising fee. Selling their programmes was not the first priority mainly because of the market size for cantonese speakers. However in
Executive Producer
Bridge
the digital era, translations and OTT could actually
bring
good
quality
content
to
individuals with ease. In the past few years, HK government had
Production House
been giving out a lot of digital TV license and
the
demand
Therefore
more
of
and
TV
content
more
rises.
broadcasting
platforms start to adapt more western way, where production and broadcasting is fully separated. With a workflow similar to the diagram on the left. Where the production house will focus more on the planning & execution, then the TV house will get the raw materials from them for inhouse post production.
Managing Value Creation | 26
Producer
Pre Production
Shooting
Post Production
Context
Industry Workflow & Ecosystem
Film Making Production Ecosystem Investor 1
Investors 2,3,4
Client (Filmmaker)
Script Writer 1 Script Writers 2,3,4
For the movie industry everything will be in a larger scale. Hence the module approach to all sections of the workflow with a centralise body of the filmmaker.
Executive Producer
The basic workflow will be the same but
Production House 2,3,4....
the resources will need to be gathered from different suppliers in all stages, from the ideations to post productions. Although even with a large budget for
Production House 1
making a specific movie, it will be spread across
multiple
production
houses
that
normally determined by their expertise as well as locational support. This is the most common workflow for salon film, and due to the heavy segmentize processes salon films will need to ensure they are the top player in their specific skill as well as new ones that allows them to keep their present within the field
Managing Value Creation | 27
Producer
Pre Production
Shooting
Post Production
Context
Micro : Narrative Inquiry Interview
01. GM of Salon Film Tony Ngai
Used to be leading in the local market when HK is
Relatively high risk when simply producing,
top of the Asia movie industry therefore able to
therefore integrated the rental services with both
gain a lot international exposure till then which
technique & equipments as their business model
still maintain as one of the top choice for oversea
Currently working on projects that starting from
productions.
50k to few Million HKD
Liberations of technology makes rental service
Profit ratio will be 6 : 4 for Production : Rental
very difficult, during film era the equipment payback time might be 5 years time with 8
50 years old
years lifetime before it is obsolete. But now the
Local HK
equipment for shorter 2 years payback time but
One
of
the
first
generation
employee in Salon film
Managing Value Creation | 28
of
There are around 70 Full time staff focuses on Pre production & post production, with on demand freelancers to support the actual production.
it will be obsolete within a year! (200M HKD
SML is one of the adaptation for the new social
worth of equipment as fixed assets, not include
media & prosumer market
company owned building)
Context
Micro : Narrative Inquiry Site Visit
Managing Value Creation | 29
Context
Salon Film Workflow and Ecosystem Pre Production Current Salon film focus mainly in the of industry workflow but with no strong participation in other areas. But the new system were more multi directional and collaborative. This puts Salon Films into the only
Salon Films
execution part within the single steam
Production
sector that is very resource based in compare to the ideation & distribution sector which is more knowledge based. It really limits Salon Films opportunities by
drawing
resources
out
with
diminishing return in long run, where the spread of knowledge via ideation and distribution will have an increase of return during the process of information application of the ideas.
Managing Value Creation | 30
Post Production
02. EMPATHISE AND ANALYSIS
Managing Value Creation | 31
Analysis
New Collaborative Ecosystem
Investment
Ideas/Script
The
Execution
working system of the industry, as
mentioned earlier, is more multi directional and collaborative. It is a combination of resource based work flow and ideation and knowledge based flow. The spread of knowledge via ideation and distribution has increasing returns for all based on the defined niche in the industry. The free movement of knowledge and resources in a circular form leads to larger returns in this collaborative, experience economy.
Managing Value Creation | 32
Process / Editing
Distribution
Analysis
Rivalrous / Excludable Matrix
Production
Post Production
Rental & Maintenance
Pre Production
Rivalrous/ Excludable
Non-Rivalrous/ Excludable
From this matrix, we are trying to
For most of the Pre productions &
separate the core business of Salon
productions are quite clear that
Flims and see how these product &
will be tailored for the client for
services were delivered. First we will
specific project. Where the rental &
need to define the 4 main areas:
maintenance will be widely available to
Rivalrous/ Non- Excludable
Non-Rivalrous/ NonExcludable
multiple
clients
with
the
it
same
Rivalrous
resources. Post Production will be on
Once consumed by one person (client),
the border as most of the process will
it cannot be consumed by another.
be very universal to all clients but yet individualised,
Non-rivalrous Can
be
used/consumed
however
if
creativity
was not required in this point (creation by
many
people.
of CGI) it would be a non rivalrous & excludable. Allowing the company to use the same resource for multiple
Excludable (Private)
clients.
a good that can only be consumed upon
Salon films could develop more service
payment.
based products such as education, collaborations & even remodel the
Managing Value Creation | 33
Non-excludable (Public):
payment method for the current rental
any good that does not have to be paid
& maintenance services to fully utilise
for. (by Taxes)
their resources.
Analysis
Stakeholder Map Internal
External Alternative Investors
Internal Operations •Investors
Cultural
•Management
Government •HK
•Sales •Marketing •Logistics •Finance •Maintenance •I.T
- Creative HK - HK Broadcasting Authority - Office for Film
Beijing Region •China •KL
H.K Macau Ghanjzhou Shanghai
•China •KL •SG
•Singapore
Partners
•Jockey club •HK Gov
•TVB •RTHK •EEG •Pegasus
Promo
•Fairs - HK •Film Art by TDC
Competitions Education & training •Universities •Industry update •SMPTE
Competitions
Suppliers •Camera •Logistics
Front End Operations Rental
•Students •Youtubers •Incubators
•FT. Producers •Directors •Production Manager
•Tasks and Seminars
PPS
Production
•Documentaries •Music Videos •Corporate Videos
•Designers •Maintenance
•Immersive Entertainemnt •Commercials
•Audio Team
•Print? •Transmedia?
•Cinematographers
Freenlance Producers •Lighting •Editing Team •Directors •Writers
Managing Value Creation | 34
Clients •Production houses (local) •Overseas clients •Brands (in house) •Broadcasting Platforms (Free TV, Paid TV & Online) •Advertising Agencies •Freelancers
Competitiors Rental •Tom Lee •Digi Digi •Rentacamera.com •先力 Cine Rent Production •APV •Garage •Onekool •I Solution •Post Production Office Group (PO) •Laundromate
Free TV
•TVB •Viu T.v. •Wonder T.v.
•RTHK Paid TV
•Now Tv •Cable Tv •Phoenix
OTT
•Netflix •LetTv •HkTV
Sharing
•Youtube •Vimeo
Customisable •Patreon
Analysis
Value Flow Map goods & services
OFFSHORE BRANCHES
COMPETITIORS SOCIETY
PROSUMERS MANAGEMENT INVESTORS
STUDENTS
•Universities •Industry update •SMPTE Competitions
BACK END OPERATIONS
•Maintenance
•Students
•Incubators •Tasks and Seminars
FRONT END OPERATIONS
SUPPLIERS •Camera •Logistics •Designers •Maintenance
- HK Broadcasting Authority - Office for Film
•China •KL •SG
•Audio Team •Lighting
SALES AND MARKETING
•Cinematographers •Editing Team •Directors
•Jockey club •HK Gov
Promotional
•Fairs - HK •Film Art by TDC
Competitions
CLIENTS • Movie Makers • TV Station
•Writers
BROADCASTING PLATFORMS Free TV Paid TV / OTT Sharing Cinema
Managing Value Creation | 35
PARTNERS
Freelance Producers
•Rental Department •Production Department
•TVB •RTHK •EEG •Pegasus
- Creative HK
•Youtubers
•I.T
GOVERNMENT
ALTERNATIVE INVESTORS
•HK
•Logistics •Finance
Rental •Tom Lee •Digi Digi •Rentacamera.com •先力 Cine Rent Production •APV •Garage •Onekool •I Solution •Post Production Office Group (PO) •Laundromate
Commercial • Advertisment Agency • Event Agency • Brands
Analysis
Value Flow Map knowledge
COMPETITIORS
OFFSHORE BRANCHES
SOCIETY
PROSUMERS MANAGEMENT INVESTORS
STUDENTS
•Universities •Industry update •SMPTE Competitions
BACK END OPERATIONS
•Maintenance
•Students
•Incubators •Tasks and Seminars
FRONT END OPERATIONS
SUPPLIERS •Camera •Logistics •Designers •Maintenance
- HK Broadcasting Authority - Office for Film
•China •KL •SG
•Audio Team •Lighting
SALES AND MARKETING
•Cinematographers •Editing Team •Directors
•Jockey club •HK Gov
Promotional
•Fairs - HK •Film Art by TDC
Competitions
CLIENTS • Movie Makers • TV Station
•Writers
BROADCASTING PLATFORMS Free TV Paid TV / OTT Sharing Cinema
Managing Value Creation | 36
PARTNERS
Freelance Producers
•Rental Department •Production Department
•TVB •RTHK •EEG •Pegasus
- Creative HK
•Youtubers
•I.T
GOVERNMENT
ALTERNATIVE INVESTORS
•HK
•Logistics •Finance
Rental •Tom Lee •Digi Digi •Rentacamera.com •先力 Cine Rent Production •APV •Garage •Onekool •I Solution •Post Production Office Group (PO) •Laundromate
Commercial • Advertisment Agency • Event Agency • Brands
Analysis
Value Flow Map money
OFFSHORE BRANCHES
COMPETITIORS SOCIETY
PROSUMERS MANAGEMENT INVESTORS
STUDENTS
•Universities •Industry update •SMPTE Competitions
BACK END OPERATIONS
•Maintenance
•Students
•Incubators •Tasks and Seminars
FRONT END OPERATIONS
SUPPLIERS •Camera •Logistics •Designers •Maintenance
- HK Broadcasting Authority - Office for Film
•China •KL •SG
•Audio Team •Lighting
SALES AND MARKETING
•Cinematographers •Editing Team •Directors
•Jockey club •HK Gov
Promotional
•Fairs - HK •Film Art by TDC
Competitions
CLIENTS • Movie Makers • TV Station
•Writers
BROADCASTING PLATFORMS Free TV Paid TV / OTT Sharing Cinema
Managing Value Creation | 37
PARTNERS
Freelance Producers
•Rental Department •Production Department
•TVB •RTHK •EEG •Pegasus
- Creative HK
•Youtubers
•I.T
GOVERNMENT
ALTERNATIVE INVESTORS
•HK
•Logistics •Finance
Rental •Tom Lee •Digi Digi •Rentacamera.com •先力 Cine Rent Production •APV •Garage •Onekool •I Solution •Post Production Office Group (PO) •Laundromate
Commercial • Advertisment Agency • Event Agency • Brands
Analysis
Value Flow Map goods & services money knowledge
COMPETITIORS
OFFSHORE BRANCHES
SOCIETY
PROSUMERS MANAGEMENT INVESTORS
STUDENTS
•Universities •Industry update •SMPTE Competitions
BACK END OPERATIONS
•Maintenance
•Students
•Incubators •Tasks and Seminars
FRONT END OPERATIONS
SUPPLIERS •Camera •Logistics •Designers •Maintenance
- HK Broadcasting Authority - Office for Film
PARTNERS
•China •KL
•Jockey club •HK Gov
•SG
Freelance Producers •Audio Team
•Rental Department •Production Department
•Lighting
SALES AND MARKETING
•Cinematographers •Editing Team •Directors
Promotional
•Fairs - HK •Film Art by TDC
Competitions
CLIENTS • Movie Makers • TV Station
•Writers
BROADCASTING PLATFORMS Free TV Paid TV / OTT Sharing Cinema
Managing Value Creation | 38
•TVB •RTHK •EEG •Pegasus
- Creative HK
•Youtubers
•I.T
GOVERNMENT
ALTERNATIVE INVESTORS
•HK
•Logistics •Finance
Rental •Tom Lee •Digi Digi •Rentacamera.com •先力 Cine Rent Production •APV •Garage •Onekool •I Solution •Post Production Office Group (PO) •Laundromate
Commercial • Advertisment Agency • Event Agency • Brands
Analysis
Value Flow Analysis goods & services money knowledge
COMPETITIORS
OFFSHORE BRANCHES
SOCIETY
PROSUMERS MANAGEMENT INVESTORS
STUDENTS
•Universities •Industry update •SMPTE Competitions
BACK END OPERATIONS
•Maintenance
- Creative HK
•Students •Youtubers
•I.T
•Incubators •Tasks and Seminars
FRONT END OPERATIONS
SUPPLIERS •Camera •Logistics •Designers •Maintenance
- HK Broadcasting Authority - Office for Film
•China •KL •SG
PARTNERS •Jockey club •HK Gov
Freelance Producers •Audio Team
•Rental Department •Production Department
GOVERNMENT
ALTERNATIVE INVESTORS •TVB •RTHK •EEG •Pegasus
•HK
•Logistics •Finance
Rental •Tom Lee •Digi Digi •Rentacamera.com •先力 Cine Rent Production •APV •Garage •Onekool •I Solution •Post Production Office Group (PO) •Laundromate
•Lighting
SALES AND MARKETING
•Cinematographers •Editing Team •Directors
Promotional
•Fairs - HK •Film Art by TDC
Competitions
CLIENTS • Movie Makers • TV Station
•Writers
BROADCASTING PLATFORMS Free TV Paid TV / OTT Sharing Cinema
Commercial • Advertisment Agency • Event Agency • Brands
From the value flow chart, we have discovered 5 major areas can be improved: 01. Better use of the key value coming from the inside of Salon firm itself. Strength the core business and brand value for Salon Film itself, and utilizing their brand power to add value to other parts of their business units. 2. Develop offshore branches especially the mainland branch to hunt
Managing Value Creation | 39
for more and bigger fish.
videos with new media focus. Since the film industry is shifted to 4. Strengthen the human resource mainland China, it is important to develop network with a selective pool of the mainland market for Salon Film to stay freelance talents. on top of the game. It can bring back more Manpower is the key engine for the video value to the main Salon Film Hong Kong. production business. To be efficient with the cost to run the business, it is important 3. Create value from Salon Film’s the to keep the core team small and utilize brunch Salon Media Lab (SML) to make the freelancers. To create a better active healthy business. network of the talents will generate a good Develop SML’s business model to make trunk flow of value for the whole business it into an self sustainable business. ecosystem. At the moment, SML is fully founded by Salon Film and cannot make any money to support its function. We can use Salon Firm’s brand power as a supportive foundation to further develop SML’s core services areas - utilize their strength (production skills) and build it into a youthful, innovative and creative production platform for smaller scale
5. Manage the clients better for different business units focuses. Separate the clients into 2 different categories, one is Salon Film focused, and one is SML focused. Streamline the communication between the right client with the right business unit for better services and work result.
Analysis
Economic Paradigms
From our analysis, we had identified that Salon film are now in between the Industrial & Experience economy by the how the stakeholders are influenced at this moment & the goods and service that the business are currently providing. By the launch of the SML in 2016 we can see that Salon film is trying to move to the Knowledge economy by creating this new platform but not very effectitly as some of the aspects in both people & business mindset wasn’t met to bring the complete Value Chain & Network to the stakeholders. There are a lot of potentials to bring all these
Deliverables
Product
Product + Service
Platform
Ecosystem
Value Creation
Value Point
Value Chain
Value Network
Value Constellation
new values to both the business & people simply by reorganising the whole value flow between the stakeholders as most of the resources were in place.
Managing Value Creation | 40
Salon Films
Brand, Reon, and Rocchi, Simona (2011). Rethinking value in a changing landscape.A model for strategic reflection and business transformation. A Philip design paper.
Analysis
Current Value Framework When we map out the current value framework from salon film we can see they are very user & organization driven, and we would like to bring more values via Salon Film into different aspect of the industry. Economy Salon will simply provide product / service in exchange for money. Since there are a surplus of value in this exchange hence generating profit. Psychology Happiness that was created by the stratification of the service money exchange that Salon film provides. The core values of the organisation of class does not appear strongly in their work. Sociology Symbolic & sentimental value were presented for the user but the significance was no longer there. However by the educational contribution to the society Salon film was able to bring social responsibility back to the industry. Ecology This will be more focus on the personal human development as well as the creativity in all levels. And there are no significant touch point from salon flim in this area.
Managing Value Creation | 41
Analysis
Key Findings
Amidst such rise and fall , Hong Kong
the dominant “product” with big budgets from
film faces the rising global competition,
brands. In the digital era now, videos for new
to be seen as creative in original content
technological change, the shifts in the
media and social media are the key demanding
making, to attract the client to work with.
mainland market, as well as the impact of
“product”. to have the latest digital technology and
internet video production. While the Hong Kong film industry is
Video contents are embedded everywhere
mix media to keep up the game - to better
passing its glory time, the big money in
online which requires faster and relatively
serve the client. Mix Media is the future.
film production industry is shifting to
smaller production. The brands are expecting
mainland China. However, Hong Kong is
more and more innovative and highly digital
to have an integrative platform to connect
still a good place for commercial video
interactive video content to attract and
different freelance talents together, enable
production, which is very different to the
entertain the new age audiences.
for different types of video projects.
film production industry, in terms of the scale of the projects, workflow, budgets,
Therefore,
the
challenges
human resource and the output channels
production house are:
for
the
video
to have good relationship and good word of month with the creative agencies and brands.
are all very different. To be able to develop a more steady
to be versatile in different skill sets, from pre
workload, Salon Film should consider to
to post production. Too technique based at
To present a strong brand image and
develop this area further.
this moment, Post production is more than
values to clients and Suppliers
simple editing nowadays, as CGI and taken In
the
commercial
video
production
industry, TV Commercials are used to be
Managing Value Creation | 42
on a heavy roles and even CGI by itself could create a movie
Embrace the opportunity in China
03. IDEATE AND PROTOTYPE
Managing Value Creation | 43
Ideate and Prototype
New Value Framework
Current Target Possibility
Managing Value Creation | 44
Ideate and Prototype
Value Framework Analysis
In this new value framework we are trying to increase the amount of values that Salon films could bring to the whole industry. Retaining the current values while aiming to enhancing more users and organization values, hence the possibility of reviving the HK film industry.
Users At this moment the related users were able to experience the value of the services and enjoys the quality it brings. However one very fundamental sense of belonging was missing from Salon Films, the values was only created via the product &
Current
services but not from the other users.
Target
The Prosumers, Students & Freelancers do not have strong linkage in between the industry, networking for all parties by providing education, collaborations between all 3 parties to allow all Salon flim users to step up their game. Where Salon films could be the platform that allows shared experiences, Job opportunities & creativities.
Managing Value Creation | 45
Possibility
Ideate and Prototype
Value Framework Analysis
In this new value framework we are trying to increase the amount of values that Salon films could bring to the whole industry. Retaining the current values while aiming to enhancing more users and organization values, hence the possibility of reviving the HK film industry.
Current Target
Organization In this level, we would like to reinforce the core values of Salon Films. A new core value of Salon films should be presented in multiple levels of their business, and this value could be brought forward in reinforced with the social education they are currently providing for the youth and industry.
Managing Value Creation | 46
Possibility
Ideate and Prototype
Value Framework Analysis
In this new value framework we are trying to increase the amount of values that Salon films could bring to the whole industry. Retaining the current values while aiming to enhancing more users and organization values, hence the possibility of reviving the HK film industry.
Ecosystem The target is to ensure the stability of Salon Films itself as well as the whole industry ecosystem, this could be done with a common shared drivers across the industry. Since the industry is very content driven, creativity will be the key & technology shall of the medium to bring this forward. And with reciprocity as the goal for the new ecosystem, more stakeholders will be able to gain values from each others a mutual benefits. For example, students will gain knowledge & network from Salon
Current
Flims; Freelancers will act as mentors and bringing up new
Target
blood for themselves & the industry with a affordable price; Salon Film will be able to act as an agent to identify new talents for the industry & themselves, acting as a bridge to the global stage ; this network will enhance and improves the quality of work produced for a more open & competitive market which will benefits the clients & HK based production industry as a whole.
Managing Value Creation | 47
Possibility
Ideate and Prototype
Value Framework Analysis
In this new value framework we are trying to increase the amount of values that Salon films could bring to the whole industry. Retaining the current values while aiming to enhancing more users and organization values, hence the possibility of reviving the HK film industry.
Current
Society
Target
From previous point we can see how the improved quality
Possibility
production could bring wealth to the HK movie industry again, even the aspect of meaningful life to the HK society where the social significance was brought out via it cultural & historical values that only Salon films can brings from the glory days of HK movie industry.
Managing Value Creation | 48
Ideate and Prototype
New Economic Paradigms In order for Salon films to move towards the knowledge economy, they will have step up alot on different aspects of values that they are bringing towards the people as well as business. We think that SML is a great mediator for the traditional Salon Films to merge into the new context of the new media & broadcasting channels. In the new knowledge economy era, the context of the media itself is more important than then technology alone. The knowledge that was embedded is the key to driver for the clients to put their foot down. With SML Salon Films will be able to bring individual empowerment, allowing them to pursue their aspiration while developing their potentials. All this was done via the creativity of the individuals, and this should not be bounded by the current physical spaces. Hence a virtual platform will be the ideal place to indulge and develop different ideas with a network of expertise and creative minds. This virtual platform will be a tool that able SML & related stakeholders to participate in the development of creativity and network that would bring mutual benefits we had highlighted from the new value framework.
Deliverables
Product
Product + Service
Platform
Ecosystem
Value Creation
Value Point
Value Chain
Value Network
Value Constellation
Before After
Managing Value Creation | 49
Brand, Reon, and Rocchi, Simona (2011). Rethinking value in a changing landscape.A model for strategic reflection and business transformation. A Philip design paper.
Ideate and Prototype
New Value Flow goods & services money knowledge
COMPETITIORS
OFFSHORE BRANCHES
SOCIETY
PROSUMERS MANAGEMENT INVESTORS
STUDENTS
•Universities •Industry update •SMPTE Competitions
BACK END OPERATIONS
•Maintenance
•Students
•Incubators •Tasks and Seminars
FRONT END OPERATIONS
SUPPLIERS •Camera •Logistics •Designers •Maintenance
- HK Broadcasting Authority - Office for Film
•China •KL •SG
•Audio Team •Lighting
SALES AND MARKETING
•Cinematographers •Editing Team •Directors
•Jockey club •HK Gov
Promotional
•Fairs - HK •Film Art by TDC
Competitions
CLIENTS • Movie Makers • TV Station
•Writers
BROADCASTING PLATFORMS Free TV Paid TV / OTT Sharing Cinema
Managing Value Creation | 50
PARTNERS
Freelance Producers
•Rental Department •Production Department
•TVB •RTHK •EEG •Pegasus
- Creative HK
•Youtubers
•I.T
GOVERNMENT
ALTERNATIVE INVESTORS
•HK
•Logistics •Finance
Rental •Tom Lee •Digi Digi •Rentacamera.com •先力 Cine Rent Production •APV •Garage •Onekool •I Solution •Post Production Office Group (PO) •Laundromate
Commercial • Advertisment Agency • Event Agency • Brands
Ideate and Prototype
Final Solution Salon Film Group
Salon Media Lab
Salon Film Main Business and Brand
New Business Unit and Sub brand
01. Video Production Agency Commercial Video Production Hong Kong Base
Offshore Base
People
Focus
Build a platform to attract the experiences & upcoming talents together as a stronger asset.
02. Young Talent Training and Incubation Center Film and TV Production Focus
01
Social Projects Focus
03. A platform to bridge freelance talents and the commercial jobs together.
New Core Values
02 Technology new digital technology + Collaborations.
Managing Value Creation | 51
03 Creativity originality and creativity Develop the in house script writing and storytelling skill sets.
Ideate and Prototype
Final Solution
Salon Film Group
Sa
Salon Film Main Business and Brand
Salon Film Group acts as an umbrella for Salon Film and Salon Film Lab, it carries the Salon Film brand history and values as an whole. A. Salon Film itself: As the key stakeholder, they should position themselves as an high-end / high quality film production firm ONLY (e.g. do not put any low quality event materials on their website), embrace their background history to showcase their professionalism, capabilities and the leading role in the industry. Make sure they present their brand values across different marketing touch points consistently in order to have an coherent brand image and express brand message efficiently. A1. Hong Kong base: Key business: - Local film and TV production
Managing Value Creation | 52
- International film & TV production Key action: - Upgrade branding and marketing materials to be more film and TV focus - Create a better brand experience to promote Salon Film brand, e.g. Film Museum and themed exhibitions about the films they have produced in the past. - Utilize the resource for SML development A2. Offshore base: Key business: Mainly focusing in mainland China base to develop the network for more Chinese film and TV productions. Key action: Business development in mainland China
New
01. Vid
Co Hong Kong Base
Offshore Base
Fo
02. You Inc Film and TV Production Focus
So
03. Ap tale job
Ideate and Prototype
Salon Film Group
Final Solution B. Salon Film Lab: Position it as a new business unit and sub-brand in Salon Film Group, focusing on the new value of: people, technology and creativity.
B1: SML Production Agency Key business: SML will first become a sustainable business by offering commercial video production, including commercials, promotional videos, corporate videos, events and branded contents for TV, new media and social media. Key action: - Finding the right people to join and lead the team - Getting the suitable jobs to start with - Invest in the new digital technology for video production - Develop its own content making skill set to stay on top of the game Key Members: - Keep the core team small and multitalented across pre to post production including producer, director, editing, visual effects, 3D effect and script writers. - Build up a selective freelance base for different types and scales of projects.
B2: Young talent training & incubation ] center Key business:
Managing Value Creation | 53
- To attract more young emerging talents to join the network for paid Salon trainingFilm - More social projects focus to create social Main Business and Brand impact and add values to the society - Support self developed independent short film for film festivals with presented directors - for self marketing purpose Key action: - Make contact with the local film and media Kong Baseto join Offshore Base school to Hong get new talents - Curating new video projects connecting with social focusing organizations, e.g. local NGOs. - Find some experienced instructors to join and help train the new talents. Key members: - Instructors & trainers in video production Film and TV Production Focus - Marketing management
B3: A platform to bridge freelance talents and the commercial jobs together Key business: Create a platform by building up the freelancer community by existing network and SML’s training & incubation center. Key action: - Stay connected - A system to better manage talents and their portfolios, e.g. a online platform or internal use software
Salon Media Lab New Business Unit and Sub brand
01. Video Production Agency Commercial Video Production Focus
02. Young Talent Training and Incubation Center Social Projects Focus
03. A platform to bridge freelance talents and the commercial jobs together.
New Core Values People Build a platform to attract the experiences & upcoming talents together as a stronger asset.
People:
01
Manpower is the key engine for the video production business. To be cost efficient and quality sufficient, it is better to build a platform to attract the experience and upcoming talents together as a stronger asset.
Technology:
New Core Values
To stay on top of the video production game, it is better to keep up the skills on new digital technology to inspire the clients and creatives for collaborations.
02
Creativity: In this content driven era, originality and creativity are the key for video making. To attract more business it is crucial to develop the in house script writing and storytelling skill sets.
Managing Value Creation | 54
Technology new digital technology + Collaborations.
03 Creativity originality and creativity Develop the in house script writing and storytelling skill sets.
REFERENCES
Managing Value Creation | 55
References Lab, S. M. Retrieved from http://salonmedialab.com/en/ Laundromatte. studio website. Retrieved from http://www. mram, M. (2002). Value sweep : mapping corporate
laundromatte.com/
growth opportunities. Boston, Mass.: Boston, Mass. :
Lee, P. (2005). Hong Kong's film industry : a path
Harvard Business School Press.
to enter the global market in the new century. Thesis
DeFillippi, R. (2014). International perspectives on business innovation and disruption in the creative
(D.B.A.)--The Hong Kong Polytechnic University, 2005., Hong Kong.
industries : film, video and photography. Cheltenham,
Leung, L.-k. (2003). Broadcasting policy in the age of
England ; Northampton, Massachusetts: Cheltenham,
convergence: A comparative study of Hong Kong and
England ; Northampton, Massachusetts : Edward Elgar.
Singapore (China). Thesis (Ph.D.)--Chinese University of
Film, S. Facebook page. Retrieved from https://www. facebook.com/SalonFilms/ Films, S. Offical Wbesite. Retrieved from http://www. salonmedia.com/tc/home Gwantisi. č§‚ćą . Retrieved from http://www.gwantsi.com/
Hong Kong.)2003., Martin, S. J. (2013). Transformations and Tactics: The Production Culture of the Hong Kong Film Industry. In (pp. [488]-508). Martin, S. J. (2015). The Death Narratives of Revitalization: Colonial Governance, China, and the Reconfiguration
Jarvie, I. C. (1977). Window on Hong Kong : A sociological study of the Hong Kong film industry and its audience. Hong Kong: Hong Kong : Centre of Asian Studies, Univ. of Hong Kong.
Managing Value Creation | 56
of the Hong Kong Film Industry. Critical Studies in Media Communication, 32(5), 318-332. doi:10.1080/15295036.201 5.1112020
References en/ 1X0 01 8 PN/hk tdc- research/Film - Enter tainmentIndustry-in-Hong-Kong SCMP.
SCMP.
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APPENDIX
Managing Value Creation | 58
Value Framework
Managing Value Creation | 59