barcelona claster promotion 18 03 10

Business Development ServiceCreative Metropoles

Neus Mèlich ChecaStockholm March 18th 2010

Who is our public?

Who?

• Small and mid-sized businesses/entreprises (SMEs)

• Micro businesses/entreprises

• Freelances

Sectors:

• Film and TV

• Media

• Publishing

• Music

• Performing Arts

• Visual Arts

• New Multimedia Arts

Business Development Service (SDE)

SDE:A service oriented to the Catalan cultural industry:

Build on the experience acquired by ICIC

Activity started in Jannuary 2006

We’re five-years-old!

SDE’s goals:

1. Improve Catalan cultural/creative industries’ competitiveness

2. Promote innovation in their management

Business Development Service (SDE) Objectives

Operational objectives (goals) of the SDE:

To stimulate innovation in cultural industries

To generate new resources and maximize those already existing

To provide cultural industries with the information and tools to

be able to reach new markets

To encourage networking

To promote technological and digital transfer applied to

creative industries

Where SDE’s goals come from?

SWOT (based on Handbook on the Cultural Industries of Catalonia, October 2002)

Main goals and challenges of ICIC:• Provide a business framework in Catalonia for cultural/creative

industries (SDE)• Connect local creative companies and professionals with

international networks. Expand cultural products market (API)• Increase the consumption of culture (Club TR3SC)

Main goals and challenges of SDE• Become a tool for creative business development: External

Consultancy and Manager Training• Foster cultural exchange, cooperation services and

Information/Management training

Strenghs:

1. Existence of a solid amateur scene that feeds consumption and

new professionals outlets in culture.

2. Existence of a relevant mass of SMEs and a strong traditional

gremial and associacionist culture.

3. Existence of a relevant enterpreneur culture/ability to carry out

iniatives of an entrepreneurial character, tied to innovation and

artistic creativity.

SWOT

SWOT

Weknesses:

1. Major difficulty for positioning Catalan cultural products in the

Spanish market and for their integration into the international

market . (API & SDE’s Training)

2. Strong centralization of the main groups in Madrid (capital city).

3. Low market activity in cultural production and promotion outside

BCN area. (SDE: training around Catalonia!)

4. Severe lack of public and private financing (ADE: Refundable

Contributions, Culture Credit (loans), ICF Credit Programme)

5. Lack of life-long training in the creative industries, mostly

dominated by liberal professionals (SDE: Training)

6. Insufficient businesses strategies for networking and

cooperating (SDE: Meetings, Training, networking & API)

Opportunities:

1. Creativity, vital for the business chain of added value

2. New digital techonology. The full development of digital

technology in all areas of culture must be fostered. (SDE: DM2.0,

professional training: Worshops Web and Mktg Digital)

3. Less significance given to the location of the site of productive

and creative processes.

4. Possibility of assuming a competitive position in new emerging

multimedia markets.

5. Development of cultural tourism.

SWOT

Threats:

1. Dependency on a few major operators IT service providers.

2. The traditional linguistic and cultural barriers are vanishing

and the large-scale promotion is very costly.

3. Loss of importance of the location of production and creation.

4. New digital techonology (SDE! : DM2.0, professional training:

Worshops Web and Mktg Digital)

SWOT

SDE acts along two axis:

1. Information/ Training management(In/Formació directiva)

2. Culture Consultancy (Consultoria Cultura)

Business Development Service (SDE) Action axis

1. Information/ Training management

Main characteristics:

• Format: conferences, workshops, debates, professional round-table

discussions, work sessions, dialogues

• Topics: innovation management, IT application, economic management,

new markets, etc.

• Offer adapted to sectorial specific needs

• Flexibility and capacity for quick response to current questions

• And it’s usually free-of-charge!

Information/Training management’ summary data (2009)

Some of our international speakers...

Richard Gottehrer, founder and chairman, The Orchard

Shira Perlmutter, executive VP, Global Legal Policy, IFPI

Charles Caldas, CEO, Merlin

Kevin Arnold, CEO, IODA

Carlos Lalinde, CEO and Copyright chief, Clipper’s Music


Topics for 2010:

•Digital Music 2.0

•Marketing and Communication

•New Technologies

•Legal

•Management

•Internationalization

•Collaborations

More than 60 seminars and conferencesprogrammed!

Our main partner: InternationalPromotion Area www.catalanarts.cat


Digital Music 2.0 www.sdeicic.cat/dm20

clip DM2.0 http://vimeo.com/10212335

Day sessions:

• Digital Music 2.0 – SONAR-

Activity programmed as part of Sonar.

• Digital Music 2.0 - Vila-Seca Street Music Festival.

The 10 most common Web mistakes (music sector)

• Digital Music 2.0 – Vic Live Music Market

Tools for the internationalization of companies (markets and fairs)

Seminars:

• Digital Music 2.0 - (APECAT)

Analysis of the behaviour of the public in the network

Legal digital sales


Marketing and Communication

Workshops:

•Marketing and Communication Strategies for Cultural Companies10 sessions

•Web and Digital Marketing for Cultural Companies4 sessions

•Presentation and communication skills for negotiation4 sessions

Conferences:

•Being news; by accident or strategy? Know the means for good management of cultural communicationSessions programmed in Barcelona, Vic, Girona, Lleida i Tarragona.


New TechnologiesWorkshops:

•The 10 most common mistakes in communication by Internet:

– Publishing sector

– Performing arts sector

– Visual arts sector

– Audiovisual sector

Dialogues of the SDE:

• Applications for mobile telephones and small video games, applied to

the promotion of cultural industries

• Internet as an information channel


Legal

Seminars:•The Law on information society and electronic trade services (LSSICE)•Resolution of conflicts•Legality and new technologies in the publishing sector•Contracting in employment and commercial areas: in the areas of music, performing arts, and the audiovisual field•The right to honour, intimacy and image in the audiovisual fieldand the world of publishing

Dialogues of the SDE:•Social networks - pros and cons•Copyright •Large brands and piracy. How can they defend themselves?•How to control your corporate reputation in Internet•Advertising: purchase ideas to sell products



Business management

Workshops:

•Participative strategic plan 4 sessions

•Programme of SDE activities and services for 2010

•Accounting as a management tool

•How to focus banking negotiation

Day session:

•R+D+I in cultural companies

Dialogues of the SDE:

•How to carry out a market study in an industry of prototypes

•Cooperate to advance: clusters, sectorial alliances


Internationalization

• II Day sessions on street arts (Fira Tàrrega Street Festival). Street

Arts and Internationalization (I and II)

• Day sessions on internationalization for cultural companies

In collaboration with the Area of International Promotion of the

ICIC

www.catalanarts.cat

www.catalanarts.cat

2. Culture Consultancy

Main characteristics:

• Consultancy service (upon demand) offered to Catalan cultural companies

• Co-financed service (ICIC – companies)

• Characteristics of the consultancy:

– Two kinds:

• Basic

• Specific. Most common typologies: commercial plans, strategic

development, improvement of internal procedures, marketing,

digital processes and new technologies, ...

– Consultancy carried out by external consultants who have accredited

their technical solvency


Main goals:

To improve the professionalization and competitiveness of the

Catalan cultural business fabric.

To provide cultural companies the opportunity to carry out a process

of reflection with advice from an external consultant.

To carry out specific work for the development and implementation of

conclusions and recommendations in a functional company environment

and which may be derived from the prior process of reflection.


Summary of data from previous offerings (2006-2009)

• Total budget assigned: 285,582.49 €

– Total applications resolved positively: 204

• Total applications in the area of basic consultation: 135

– Total budget assigned: 59,200 €

• Total applications in the area of specific consultation: 71

– Total budget assigned: 226,382.49 €


Summary of data from previous offerings (2009)

Last news!

• New Website:www.sdeicic.cat

• Web 2.0 and SDE:Vimeohttp://vimeo.com/channels/sdei

cicTwitterhttp://twitter.com/sdeicic

Facebook

www.sdeicic.cathttp://vimeo.com/channels/sdeicic

http://twitter.com/sdeicic

http://www.facebook.com/serveidesenvolupamentempresarial#!/?ref=home

Tack så mycket!

Thanks a lot!!

Moltes gràcies!!

Muchas gracias!!

Contact and more information:

Neus Mèlich

[email protected]

[email protected]

www.sdeicic.cat

www.gencat.cat/cultura/icic/sde

barcelona claster promotion 18 03 10

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