LIAP #11: PLANNING A TRANSFORMATION OF ARTISTS TO ENTREPRENEURS


 23.05.2021

About a year ago, at the onset of the COVID-19 pandemic, I was engaged by the National Art Gallery (NAG) to develop and deliver its Young Art Entrepreneur Program—an initiative that began four years ago. The program aims to transform young artists, aged between 25 and 35, into thriving art entrepreneurs. Each year, 30 to 50 emerging artists are selected to participate.

My role was to design the entire course framework, including the curriculum structure, teaching methods, engagement strategies, and both individual and group project assignments.

Developing what I now call the “Transformation Package” became a full project in itself. Drawing from my business coaching experience under INSKEN and CEDAR, I conducted extensive research and consulted peers with experience in coaching SME entrepreneurs. I followed the standard project life cycle as outlined in the PMBOK: Initiating, Planning, Executing, Monitoring & Controlling, and Closing.

To ensure the course materials remain relevant and practical, I revise and update them every three months.

Below was how I go about doing this project.

1. Define the Program Objectives

Clarify the outcomes you want:


  • Primary Goal: Help artists transition into entrepreneur-mindset creatives.
  • Specific Goals:
    • Develop business models based on their art
    • Build personal brands
    • Learn to price and sell their work
    • Set up basic operations (e.g., invoicing, marketing, online presence)

2. Know Your Participants


Gather insights through a pre-course survey:


  • Art discipline (e.g., visual arts, music, performance)
  • Current business experience
  • Existing platforms (Instagram shops, Etsy, commissions)
  • Learning preferences


3. Structure the Curriculum


Plan for a 16-week journey (1 module per week), grouping them into 4 phases:


Phase 1: Foundation (Weeks 1–4)

  • Week 1: Mindset Shift — Artist vs. Entrepreneur
  • Week 2: Finding Purpose & Vision
  • Week 3: Identifying Your Audience
  • Week 4: Value Proposition & Creative Niche


Phase 2: Branding & Presence (Weeks 5–8)


  • Week 5: Personal Branding for Artists
  • Week 6: Storytelling & Content Creation
  • Week 7: Social Media & Website Essentials
  • Week 8: Photography & Portfolio Building


Phase 3: Business Mechanics (Weeks 9–12)


  • Week 9: Pricing Strategy & Income Streams
  • Week 10: Selling Online & Offline
  • Week 11: Financial Basics (costing, invoicing, budgeting)
  • Week 12: Legal & Admin Essentials


Phase 4: Launch & Sustain (Weeks 13–16)


  • Week 13: Marketing Campaigns & Promotions
  • Week 14: Customer Experience & Relationship Building
  • Week 15: Planning for Growth
  • Week 16: Final Project Presentations & Graduation


4. Delivery Format


  • Weekly Group Workshops (online or in-person): 1.5–2 hours
  • Office Hours / Clinics: Optional support sessions
  • Assignments & Worksheets: Real-world application
  • Group Chat: WhatsApp, Telegram, or Discord for support & sharing
  • Guest Speakers: Artist-entrepreneurs sharing real stories


5. Final Project / Outcome

  • Each artist builds a simple business plan or mini-launch project
    (e.g., online store, exhibit + sales plan, service offer, etc.)


6. Tools & Platforms

  • Learning Management: Notion, Google Classroom, Teachable
  • Meetings: Zoom or Google Meet
  • Design Tools: Canva, Adobe Express
  • E-commerce/Portfolio: Shopify, Gumroad, Ko-fi, Instagram Shop
  • Site visit to art centres like Pasar Seni, GMBB etc.



7. Budget & Resources



  • Your time (teaching, mentoring)
  • Guest speaker fees (if any)
  • Design & branding templates
  • Workspace or venue (if offline)
  • Marketing cost (if you’re promoting the course)


8. Marketing & Enrollment


  • Target networks: art communities, social media, Facebook Groups
  • Share transformation stories: “From Artist to Entrepreneur in 4 Months”
  • Use visuals of your own art, coaching experience, or testimonials










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