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OverviewNow is a time of great opportunity for creative people who have some understanding of business. We are more connected than ever. The Internet has brought East and West closer. Wherever we are, whatever we do, we are all on the same map. Brainfruit is the essential travel guide for anyone setting out to try and make money from their ideas.* You might be a recent graduate of a creative course. This book shows how you can get paid.* You might work in someone else's creative business. This book can help explain what that business needs to succeed or how it might feel to set up on your own.* You could be one of the many ideas people who find themselves running a business, almost by accident. This book will help you clarify your plans and show you what lies ahead.Brainfruit is packed with inspiring stories of people who have succeeded in turning creativity into cash. Insight exercises after each part in this book will help you understand yourself and the business potential of your ideas. The book includes free access to an online community and resources.
Contents
ForewordRead Me FirstAcknowledgementsPart I: From Idea to Ideas BusinessWhy some ideas catch on and others don't.Chapter 1: The Stikfas StoryBan Yinh Jheow, StikfasDesign in a Constrained EnvironmentBusiness 1: Event DesignBusiness 2: RetailExploring the Value SystemBusiness 3: Original DesignsGet to MarketBuilding a TeamBalancing Life and WorkChapter 2: Capturing IdeasA Bright IdeaInventing BirthdaysInto BusinessIntellectual PropertyOriginal ThoughtsChapter 3: Inspiration and PerspirationKey Question 1: Why Is This Idea Valuable?Sell the Sizzle, Not the SteakKey Question 2: Who Is Going to Find This Idea Valuable?Key Question 3: How Are People Going to Pay for This Idea?Key Question 4: How Is This Idea Going to Reach People Who Will Pay for It?Key Question 5: How Does This Idea Compete With Others That Could Replace It?Key Question 6: Where Does This Idea Fit Into People's Lives?Chapter 4: When Cultures CollideRoland Ong Toon Wah, IAH GamesIdeas PeopleBusiness PeopleControlled ExplosionsThe Tao of an Ideas BusinessFinders, Minders and GrindersChapter 5: Insight Exercise: Are You a Finder, a Minder or a Grinder?Part II: A MapHow money flows to creative people...or not.Chapter 6: Many Ways to Make MoneyChristine ShamRole 1: TeacherRole 2: ComposerRole 3: PerformerRole 4: ProducerValue Chains and Subway TrainsMaking It BigChapter 7: ExperiencesAnthony Brice, Singapore Symphony OrchestraRisks and RewardsSponsorshipSelling a Special ExperienceLet the Customer Decide How Much to PayAll the World's a StageScaling Up and Protecting Intellectual PropertyLive TVChapter 8: MediaSocial MediaScaling Media BusinessAldric Chang and Adrian Chye, MediaFreaks Pte LtdThinking 360 A Vision Built on Intellectual PropertyHits Are UnpredictableBuilding a Virtual WorldInvolving Customers from the StartMeasuring SuccessChapter 9: Creative ServicesCreative Services and MarketingSelling TimeLouise Au, HOOLAGrowing Up DigitalFrom Social Media to Social EnterpriseLiving the DreamA Balanced TeamChapter 10: SymbolsA Hierarchy of FashionLove, Loyalty and LuxuryThe Art of the Gallery OwnerAlice Zhang, MischmaschSetting Up ShopUnderstanding CustomersElitism versus InclusionOpening Up New AudiencesAdding Value through CurationChapter 11: Who Is Creative?The Stobart StoryCreativity Is EverywhereA Relationship with IdeasFrom Technology to AestheticsSupporting Ideas BusinessesTechnical Facilities CompaniesInformation CompaniesBrokersLibrariesManufacturersProfessionals and FinanciersChapter 12: Insight Exercise: Where Do You Add Value?Part III: How Ideas Businesses GrowThe steps and ideas business must climb to grow.Chapter 13: Where Do You Want to Go?Journey or Destination?What Makes You Get Up in the Morning?Cultural ValueSocial ValueEconomic ValueChapter 14: Identity CrisisGrowing PainsClimbing the Stairway to HeavenPeople Are Social AnimalsGoing for GrowthChapter 15: Lone StarsLearning Every DayChapter 16: Club-style Ideas BusinessesSean Lam, Plate InteractiveChapter 17: Family-style Ideas BusinessesMark Terry-Lush, Renegade MediaChapter 18: Farming ValueMargaret Manning and Simon Usher, Reading RoomDot-com PioneersPlanting ValueManaging People and ExpectationsFinding an InvestorChanging Focus and Knowing the NumbersFiring Clients for the First TimeFacing up to Scaling ProblemsChapter 19: Growing ValueRadar for BusinessChoosing the Right MetricsStaying on TargetChapter 20: Harvesting ValueManagement Buy-out and Buy-inSelling a Business: WhitewaterExpert Advice to Manage the SaleCountdown to ExitGetting a Good PriceChapter 21: Mergers and AcquisitionsSue Charles, Northbank CommunicationsExpect Differences of OpinionIt Is All About PeopleChapter 22: Group Ideas BusinessesBryan Wilsher, Loewy GroupGreat Chemistry Is Essential, but There Must Be MoreNine Essentials for a Deal to WorkJeremy Middleton, Mediasquare plcChapter 23: Going PublicFlotationAki Sano, Cookpad.comPioneering E-commerceMaking Micro-transactions PossibleCreating a CommunityMaking It PayThe Right Time to Scale UpFocus Is the Key to SuccessGoing PublicInstitutional InvestorsChapter 24: Winding UpFeedback, Not FailureEdmund Shern, Storm LionStorm Clouds GatheringIn the Line of FireWinding UpManaging FearChapter 25: Insight: Setting Course for SuccessPart IV: Meet the MoneyClose encounters of the financial kind.Chapter 26: Financiers Why Ideas People Seek FinanceGood Reasons to Raise MoneyWhy People Offer FinanceManaging RiskDaniel Yun, Homerun AsiaNo Place for EgoFraming an Investment PropositionA Map of Potential FinanciersScalabilityChapter 27: Financing Lone Stars, Clubs and Family-style Ideas BusinessesFriends and FamilyBanksCharging InterestGuarantee CompaniesMoneylendersTrade FinanceFactoring CompaniesLease FinancePublic FundsPhilanthropistsChapter 28: CrowdfundingChen Yanyun and Sara Chong, Stick and BalloonChapter 29: Financing Value Planter, Grower and Harvester Ideas BusinessesGoing for GrowthWhen Worlds CollideMelissa Clark-Reynolds, MiniMonosBuilding ValueChanging Direction: The PivotRounds of FundraisingSpotting the OpportunityMaking an Idea Seem TangibleProof of ConceptPitching the PlanProof of ValueChapter 30: Business AngelsInvesting for FunProfessor Wong Poh Kam, BanseaDifferent Styles of AngelMatchmakingEvery Deal Is DifferentSmart Money, Dumb MoneyClear CommunicationChapter 31: Venture CapitalThe Fund Life CycleWhat Motivates Venture CapitalistsDelivering on the DreamHow Funds WorkVC Funding Will Not Work for All Ideas BusinessesStrategic InvestorsChapter 32: Insight: How Does Your Business Look to an Investor?Part V: The Ideas EcosystemChapter 33: Supporting StructuresPlacesPolicyProfessionalsChapter 34: LawyersJohn Young, AlkimieBriefing a LawyerUsing Legal TemplatesLaw around the WorldPicasso's NapkinWho Are Lawyers?How They Get PaidWhat They OfferLimitationsQuestions to Ask Your LawyerChapter 35: AccountantsWho Are Accountants?How They Get PaidWhat They OfferLimitationsQuestions to Ask Your AccountantChapter 36: Mentors, Advisers and GurusWho Are Advisers?How They Get PaidWhat They OfferLimitationsQuestions to Ask YourselfChapter 37: AcademicsWho Are Academics?How They Get PaidWhat They OfferLimitationsQuestions to Ask the Relevant Academic InstitutionChapter 38: IncubatorsWhat Are Incubators?How They Get PaidWhat They OfferLimitationsQuestions to Ask the Relevant IncubatorChapter 39: Trade and Cluster GroupsWhat Are Trade Groups?How They Get PaidWhat They OfferLimitationsQuestions to Ask the Relevant Trade GroupChapter 40: Public AgenciesThe Need for New IdeasMining IdeasWhat Are Public Agencies?How They Get PaidWhat They PromiseLimitationsQuestions to Ask the Relevant Public AgencyAbout the AuthorsIndexNER(01): WOW
