Artist inc workbook

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Assets/Deficits

Before you begin setting specific goals, spend some time considering what work activities you are good at, and what work activities are not your strong suit. Are you good with numbers, organizing, public speaking, talking with people one-on-one? Don’t spend time beating yourself up for the things you’re not as proficient at. Also, don’t downplay your strengths. This exercise is designed to help you honestly think about what you’re really good at and what areas of your art-business practice you either need to improve or manage around. Record your assets and deficits below.
ADEP Analysis

Endure/Prefer

Now spend some time thinking about your past work experiences and what types of activities, situations, schedules and people you preferred and the ones you simply endured. What did you like? What did you dislike? These work experiences don’t just have to relate to your art practice or paid jobs. Consider any work activities you have performed in the past, including volunteer work or work you simply do for enjoyment. Record your preferred and endured items in the boxes below.

Obituary

Write your own obituary. What do you want people to remember you for when you have passed? Do you want a large and loving family? Do you want to have influenced certain communities and left your mark? Do you want to have amassed riches? Traveled extensively? Gained critical recognition in your field? Consider these and write the obituary that you want to be written about your life. If you find the act of writing your own obituary distasteful, simply list the lifetime accomplishments you wish to have achieved. Don’t simply focus on your art practice, but on your life holistically.

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After Artist INC

Be sure to make time after Artist INC Live to come back to your goals and revisit them at least once annually. What have you achieved? What was left on the back burner? Have some of your ideas of success altered? What goals do you need to change in light of those differences?

Goal Setting: One, Three, Five & Ten Year

As you start writing down your actual goals, keep in mind the goal setting process.

Select a goal. State it in measurable terms. Write it down!
Determine whether the goal is achievable. While you don’t want to set your goals so low as to pose no challenge, you also don’t want to set goals there is simply no way to achieve.
Identify why this goal is worthwhile. How does it relate to your personal definition of success? How does it relate to what you want to achieve in your longer-term goals?
Anticipate and identify difficulties you might encounter. Consider strategies for mitigating these difficulties.
Devise specific action steps you can take to achieve the goal.

Identify at least 3 goals for each of the following timelines: one-year, three-years, five-years and ten-years. As you are writing the goals, be sure the nearer-timeframe goals will help you in achieving the longer-timeframe goals. You may complete these in whatever order you prefer. Many people, however, find it useful to start with the Ten Year Goals and then work backwards.

If you have having difficulty writing goals, it is perfectly acceptable to write a one-year goal to identify your ten-year goals. An action strategy for that might include spending one hour each week specifically thinking about your long-term goals.

Have more than three goals for any of the timelines? You can print off additional goal setting forms at Artist INC Online/Session One.

One-Year Goal #1
What is the goal? Write it in specific and measurable terms.
How does this goal relate to your long-term goals and ideas of success?
What is your action plan for achieving this goal? What specific steps will you need to take?
What potential problems might you encounter in achieving this goal? What strategies can you use to overcome these difficulties?

One-Year Goal #2
What is the goal? Write it in specific and measurable terms.
How does this goal relate to your long-term goals and ideas of success?
What is your action plan for achieving this goal? What specific steps will you need to take?
What potential problems might you encounter in achieving this goal? What strategies can you use to overcome these difficulties?

One-Year Goal #3
What is the goal? Write it in specific and measurable terms.
How does this goal relate to your long-term goals and ideas of success?
What is your action plan for achieving this goal? What specific steps will you need to take?
What potential problems might you encounter in achieving this goal? What strategies can you use to overcome these difficulties?

Three-Year Goal #1
What is the goal? Write it in specific and measurable terms.
How does this goal relate to your long-term goals and ideas of success?
What is your action plan for achieving this goal? What specific steps will you need to take?
What potential problems might you encounter in achieving this goal? What strategies can you use to overcome these difficulties?

Three-Year Goal #2
What is the goal? Write it in specific and measurable terms.
How does this goal relate to your long-term goals and ideas of success?
What is your action plan for achieving this goal? What specific steps will you need to take?
What potential problems might you encounter in achieving this goal? What strategies can you use to overcome these difficulties?

Three-Year Goal #3
What is the goal? Write it in specific and measurable terms.
How does this goal relate to your long-term goals and ideas of success?
What is your action plan for achieving this goal? What specific steps will you need to take?
What potential problems might you encounter in achieving this goal? What strategies can you use to overcome these difficulties?

Five-Year Goal #1
What is the goal? Write it in specific and measurable terms.
How does this goal relate to your long-term goals and ideas of success?
What is your action plan for achieving this goal? What specific steps will you need to take?
What potential problems might you encounter in achieving this goal? What strategies can you use to overcome these difficulties?

Five-Year Goal #2
What is the goal? Write it in specific and measurable terms.
How does this goal relate to your long-term goals and ideas of success?
What is your action plan for achieving this goal? What specific steps will you need to take?
What potential problems might you encounter in achieving this goal? What strategies can you use to overcome these difficulties?

Five-Year Goal #3
What is the goal? Write it in specific and measurable terms.
How does this goal relate to your long-term goals and ideas of success?
What is your action plan for achieving this goal? What specific steps will you need to take?
What potential problems might you encounter in achieving this goal? What strategies can you use to overcome these difficulties?

Ten-Year Goal #1
What is the goal? Write it in specific and measurable terms.
How does this goal relate to your long-term goals and ideas of success?
What is your action plan for achieving this goal? What specific steps will you need to take?
What potential problems might you encounter in achieving this goal? What strategies can you use to overcome these difficulties?

Ten-Year Goal #2
What is the goal? Write it in specific and measurable terms.
How does this goal relate to your long-term goals and ideas of success?
What is your action plan for achieving this goal? What specific steps will you need to take?
What potential problems might you encounter in achieving this goal? What strategies can you use to overcome these difficulties?

Ten-Year Goal #3
What is the goal? Write it in specific and measurable terms.
How does this goal relate to your long-term goals and ideas of success?
What is your action plan for achieving this goal? What specific steps will you need to take?
What potential problems might you encounter in achieving this goal? What strategies can you use to overcome these difficulties?

Elevator Speech

An elevator speech is a 30-second commercial about yourself. You can use it anytime you meet someone new to explain who you are in an efficient and engaging manner. It should include:

Who are you?
What do you do?
Something to differentiate you from others or to peak interest in the people you are speaking to.
Tell people why they should be interested in what you do.

Your elevator speech should be well-thought out and presented with passion. The best way to accomplish this is through careful preparation and practice. Artists will share their elevator speeches during the small group discussion in Session 3.

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What marketing items does an artist need to have in their arsenal? Below is a fairly comprehensive list of the items you should aim toward having ready to go. While some items don’t apply equally to all artistic disciplines, consider each carefully before crossing it off your needed list. Take a few minutes to check off the items you currently have and take stock of what you’re missing. Circle the missing items you consider the most important and include obtaining them as a part of your one year goals.

Artist statement
Artist statement (1 paragraph version)
Biography
Biography (100 word version)
Art Resume/CV
Art Resume/CV (1 to 2 page grant application version)
Elevator speech
Head shot
Image of you at work in your art
Good digital documentation of your art (for performers this must include video)
Work sample description list
Business cards
Website (must have a personalized domain)
Blog
E-mail address at your own domain
E-mail marketing system
Newsletter
Database of your contacts
Press release boilerplate
Press contact list
Facebook page
Twitter account
Linked-In profile
Vimeo/YouTube channel
Networking plan
Description(s) of your target market(s)
Postcards
Brochure
Electronic event ticketing system
Recent reviews/pull quote sheet
Project description (250 words)
Cover letter boilerplate
Letterhead
Personalized note cards
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Overhead Worksheet

If any of the categories below do not apply to you specifically or to artists of your discipline, simply skip. Overhead should include any costs associated with your art business for items used over multiple projects. Do not include costs that are specific to one project. No need to go down into decimals on this one. Simply record whole dollar amounts. If you’re not sure, make an educated guess. As you continue to improve your financial record keeping, update with more accurate numbers.

Record YEARLY amounts for each category. Be sure with monthly expenses such as rent or utility costs that you calculate the YEARLY amount or you’ll be adding apples to oranges.
Workspace and Associated Utility Costs: Do you rent or own separate studio space? If so these costs should be included here. If you do not rent or own separate studio space, do you use a designated portion of your home to create work and/or practice? If so, you should include a percentage of the costs you incur for your residence. If you use one of five total rooms in your home for your art practice, you should include 20% of your home costs in these categories.	Yearly studio rent or mortgage or the appropriate percentage of your home rent or mortgage:	$
	Yearly insurance on the studio space or percentage of your home insurance (if not already included in the amount above):	$
	Studio electricity or percentage of home electricity (average yearly amount)	$
	Studio gas/heating oil or percentage of home gas (average yearly amount):	$
	Studio water or percentage of home water (average yearly amount):	$
	Other workspace costs paid--trash, sewer, maintenance, etc. (average yearly amount):	$
Equipment and Service Costs Only include here costs that go over multiple projects or pieces of work. Any item purchased for a specific piece of work is a variable cost and should not be included in your overhead. Variable costs are included in your pragmatic price computed on the next page.	Yearly total of office supplies (paper, printer ink, paper clips, etc.):	$
	Yearly total of art supplies (paints, brushes, guitar strings, ballet shoes):	$
	Percentage of yearly telephone expenses (Identify what portion of your telephone/data usage is related to your art business):	$
	Percentage of your yearly internet access expenses (Identify what portion of your internet access is related to your art business.):	$
	Yearly lesson cost (voice training, instrumental lessons, business skills lessons):	$

Adapted from: Talbot, Johnathan. (2005). The Artist’s Marketing & Action Plan Workbook. Johnathan Talbot.

Vehicle Costs: Record the average yearly miles driven for business related activities. In the beginning you may have to make an educated guess. As you begin to keep better records for tax purposes, this will be a more accurate number.	Yearly business mileage _________________ multiplied by $0.55 =	$
Insurance Costs:	Yearly insurance on artwork or instrument:	$
	Yearly health insurance (if not provided by an employer):	$
	Yearly dental insurance (if not provided by an employer):	$
Advertising Costs:	Yearly total of website hosting/service fees:	$
	Yearly total of website maintenance fees (if you hire a contractor to do this)	$
	Yearly digital documentation costs:	$
	Yearly costs for printed materials (business cards/post cards/brochures/thank you notes):	$
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Miscellaneous: There are many appropriate overhead costs that may not be included in one of the above categories. Do you belong to professional associations related to your art practice? Do you attend residencies or annual conferences related to your practice? Add here any items you do associated with your art work that aren’t associated with a specific project or individual piece of work?		$
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Total yearly overhead costs		$

Pragmatic Pricing Worksheet

Even if you end up pricing your work using a market value or confidence approach, every artist should know the pragmatic price of their work so they can make good decisions regarding other aspects of their strategic planning. To determine a pragmatic price use the following procedure.

1.	Determine your annual overall cost (using the overhead worksheet):	$
2.	How many works/projects/performances do you create in a typical year:	$
3.	Divide your annual overhead cost by the number of works per year: This is your overhead cost per work:	$
4.	What do you want your pay per hour to be?	$
5.	How many hours did you spend on the work/project/performance you are pricing?	$
6.	What was the direct materials cost for the work?	$
7.	What is the commission cost for the work (if applicable)?	$

The pragmatic price for the work = overhead cost per work + (hours * pay per hour) + direct materials cost + commission.

PP = _______3______ + (____5______ * _______4_____) + _____6_______ + _____7________ overhead/work hours hourly rate materials commission

Pragmatic Price = $_________________

Adapted from Michels, Caroll. (2001), How To Survive & Prosper As An Artist. New York: Henry Holt and Company.

Marketing Formula Worksheet

Marketing Activities

What marketing activities do you currently perform?

Marketing Activities Think systematically about what marketing activities you currently purse. Do you use social media, e-mail marketing, print materials, and/or a website? Remember networking activities are marketing as well.	Primary Which marketing activity do you currently spend the most time and/or money on? Do you know what impacts this activity has?
	Secondary What other marketing activities do you pursue? Do you know the impacts of these activities? How much money and/or time do you spend on them?

Analyze your past marketing efforts

Think about and analyze the marketing activities identified above in relationship to the following criteria.

How focused are your marketing efforts? Are you trying to achieve specific goals through your marketing efforts? Do your marketing efforts relate directly to the goals you previously identified in the goal setting process?
Is your marketing scope wide enough? Are you actively trying to make your work known to the audience or stakeholders (grantors, curators, venues, etc.) who matter most to you? Are you putting enough time and/or money into these activities? Are you focusing on a large enough geographic area? How much time and/or money do you spend on these efforts relative to your peers?
How effective are your marketing control mechanisms? How do you track the results of your marketing activities? Do you know who your audience/ stakeholders are? Do you have their contact information? Do you know how they respond to your activities?
Are you being creative in your marketing efforts? Does your marketing look just like your peers? Is your marketing distinctive to you and special?

Action Plan

Based on your previous answers, identify some preliminary ideas for improving your marketing formula.

Experience What do your past marketing experiences tell you about what your future marketing formula should be?
Exploration Who/what/where do you plan to explore to generate additional ideas for your marketing formula?
Experimentation What do you plan to experiment with in improving your marketing formula?

Don’t want to use your calculator? Find a PDF fill-in form of this exercise that will do your adding for you at Artist INC Online/Session Three.
Adapted from: Hiam, Alexander. (2009). Marketing Kit for Dummies. Wiley.

Building Long-Term Relationships Exercise

As I’ve said more than once, most of your opportunities will come through someone with whom you are already connected. –Jackie Battenfield in The Artist’s Guide

This exercise is adapted from Battenfield’s The Artist’s Guide. As the connection between opportunity and relationships is so strong, take some time to identify your relationships and consider how you might move individuals from the outer, less-connected relationship circles to the inner, more-connected circles.

Take your address book or email list and record the names of the artists and art professionals in the appropriate circle on the next page.

Unexposed: All those individuals who have not been exposed to your work. These are individuals who have no relationship with you at all, although you may know of them. This will always be the largest group of people. You probably won’t have many people in this circle, as these are people who don’t know you, so they are unlikely to be in your address book.
Exposed: Individuals who have had some brief exposure to you or your work.
Connected: Individuals who have not just been exposed to your work, but now feel in some way connected, such as galleries that exhibit your work, panelists who have selected your work, friends, family, and peers.
Core Support: Individuals who have an active, ongoing interest in your work.

After filling in the circles on the next page look over your columns closely and identify five to ten art professionals who are currently in either the Unexposed or the Exposed Category whom you would like to move to the next circle. For each contact, write down actions you will take to begin this process.

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2. __________________________________________________________________________________

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3. __________________________________________________________________________________

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4. __________________________________________________________________________________

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5. __________________________________________________________________________________

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Small Group Website Review

Take a look at each of your small group member’s websites. As you explore their sites, make notes about what you like and dislike about each site to share during Session 7’s small group activity.

Name:	Website URL:
What I like about this website:
Areas for improvement on this website:

Name:	Website URL:
What I like about this website:
Areas for improvement on this website:

Name:	Website URL:
What I like about this website:
Areas for improvement on this website:

Name:	Website URL:
What I like about this website:
Areas for improvement on this website:

Pecha Kucha Final Presentation

Each artist participating in the Artist INC program will give a 5-minute final presentation to their fellow participants, facilitators, and special Artist INC guests during the final session of the program. The presentation will be given in a modified Pecha Kucha format. Each artist will be allowed 15 Power Point slides (or images) for a duration of 20 seconds each (total time 5 minutes). Slides/images should be set to automatically advance after 20 seconds each. The presentation should discuss your art and explore your future plans regarding the business aspects of your art. Use the squares below to plan out your Pecha Kucha presentation. As you prepare, remember the tips for good Pecha Kucha presentations.

Choose a theme
Tell a story
Take your time
Rehearsal
The first word
Talking
Body language
Endurance
The last word

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Adapted from Baron, Paul. “Pecha Kucha Nights, Guide to Better Presentations.” Accessed at

http://www.aqworks.com/2007/07/03/pecha-kucha-nights-guide-to-better-presentations-skills

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Notes:

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Digital Tools for Marketing & Productivity

Social Networks

Facebook, www.facebook.com
Twitter, www.twitter.com
LinkedIn, www.linkedin.com
Google+, www.plus.google.com
Pinterest, www.pinterest.com

Place-based Social Networks

Facebook Places, www.facebook.com/about/location
Yelp, www.yelp.com
Foursquare, www.foursquare.com
Google Places, www.google.com/business/placesforbusiness.com

Blogging

Tumblr, www.tumblr.com
Wordpress, www.wordpress.com
Blogger, www.blogger.com

Social Media Management

Tweetdeck, www.tweetdeck.com
Hootsuite, www.hootsuite.com

E-mail Marketing

Constant Contact, www.constantcontact.com
iContact, www.icontact.com
Mail Chimp, www.mailchimp.com
Vertical Response, www.verticalresponse.com

Videosharing

YouTube, www.youtube.com
Vimeo, www.vimeo.com

Photo Sharing

Flickr, www.flickr.com
Instagram, www.instagram.com
Picasa, www.picasa.google.com

Audio Sharing

Soundcloud, www.soundcloud.com

Event Management and Ticketing

Brown Paper Tickets, www.brownpapertickets.com
Constant Contact, www.constantcontact.com
Etend (part of IContact), www.etend.com
Eventbrite, www.eventbrite.com

QR Code Generator

QRStuff, www.qrstuff.com

Websites, PreFab

Fluid Galleries, www.fluidgalleries.co
HostBaby, www.hostbaby.com
Other People’s Pixels, www.otherpeoplespixels.com
SquareSpace, www.squarespace.com
Visual Server, www.visualserver.com
Wordpress, www.wordpress.com
Wix, www.wix.com

Domain Names Registrar

GoDaddy, www.godaddy.com
NetworkSolutions, www.networksolutions.com
Namecheap, www.namecheap.com

Hosting

GoDaddy, www.godaddy.com
Hostgator, www.hostgator.com
BluehGGost, www.bluehost.com
Laughing Squid, www.laughingsquid.com

Databases—to store customer or other information

FileMaker (mac), www.filemaker.com
Access (pc), www.office.microsoft.com/en-us/access
Excel, www.office.microsoft.com/en-us/excel

Bookkeeping

Mint, www.mint.com
Quicken, www.quicken.intuit.com
QuickBooks, www.quickbooks.intuit.com

Asset Management

Photos

iPhoto, www.apple.com/ilife/iphoto
Lightroom, www.adobe.com/products/photoshop-lightroom.html
Aperture, www.apple.com/aperture

Artwork

GYST, www.gyst-ink.com
ArtSystems, www.artsystems.com

Productivity

MacFreedom (locks you away from the net if distractions are a problem for you!), www.macfreedom.com

Technology and Digital Media News

Mashable, www.mashable.com
Inbound Zombie, www.inboundzombie.com
Technology in the Arts, www.technologyinthearts.org
ArtsMarketing, www.artsmarketing.org
Art Marketing Secrets, www.artmarketingsecrets.com

Learning

Lynda (best tutorials on almost any software, but not free), www.lynda.com
YouTube, www.youtube.com
HubSpot (great blog about social media use), www.hubspot.com
Copyblogger, www.copyblogger.com

Website Purpose & Use

Strategic questions you should ask before you build your website.

Audience	Who will be coming to your site? Types/categories of audience members	Why are these people coming to your site? What are they looking for or trying to do?	What do you want these people to do or experience on your site?

Adapted from Creative Capital 2013 Webinar

Which of my long-term goals does my website help me to achieve? How does it help me to achieve it/them? Be specific in your answers.
What types of updates will you need to make to your site and how often will you need to update it?
What kinds of files will your site need to accommodate? Video, digital images, audio? Will I use the site to store archives of my work?
How will people find your site?

Dean Vivian’s 2013-2014 Tax Letter & Update

Directory: Artist INC -> Materials
Materials -> Pre-Seminar Survey Austin 2014 Gender Age Range Race/Ethnicity What is your highest level of education achieved? What is your primary artistic discipline? Do you have formal education in your artistic discipline?

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