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Piovra Colectivo Future Shorts Proposal


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Personal & Professional Background .............................................................................................. 3

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Venues & Events .............................................................................................................................. 5

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Marketing Plan ............................................................................................................................... 7

4.

Sponsors & Funding ........................................................................................................................ 8

5.

Expansion ........................................................................................................................................ 8

6. Finances ........................................................................................................................................... 9


1. Personal & Professional Background Introducing Piovra Piovra collective is an International platform based in Madrid. Made up of members from different regions of Europe and coming from different backgrounds, Piovra wishes to respond to the creative urgencies of its context. Piovra promotes emerging art generating a space for the development of innovative proposals with the goal of linking Madrid with new tendencies. Its function is transversal and although there are many interweaving branches that form Piovra´s structure (music, photography, illustration, audiovisuals, performance and design), the interconnectedness it wishes to create is fundamentally based on the same desire: the construction of a movement for the development and co-creation of an alternative and fresh culture.

We can count with a structure organized as the following: General Manager (Alessandro Ghetti)

Administration (Jennifer Pro)

Promotion (Matteo Ferrari)

Graphic Design (Jorge Juan Perales)

Web (Simon Arickx)

Press (Patrizia Loru)

Web 2.0 (Margarita H. Omar)

FS Project Management (Margarita Galera)

Other Project Managers (Antonio Pulli) (Caroline Angot) (Jordi Anton) (InĂŞs Pereira) (Rafael A. Rubio) (Federico Clavarino)

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The personnel that will be involved in the management of the Future Shorts project will be the following:

FS Project Management (Margarita Galera)

Video Editing (Rafael Rubio)

Promotion (Matteo Ferrari)

Administration (Jennifer Pro)

Graphic Design (Jorge Juan Perales)

Web (Simon Arickx)

Press (Patrizia Loru)

Web 2.0 (Margarita H. Omar)

Key Staff role description Margarita Galera (Spain), Project Manager Margarita has followed the evolution of FS in Spain since the beginning (collaborating with Gabriel and Rocio), she knows the job, i.e. knowing what works and what doesn’t‌. She has been working in an independent music and video company and she has experience on starting up and running projects similar to this one. Matteo Ferrari (Italy), Promotion Manager Right now, Matteo is coordinating all the people involved in the Promotion Department of Piovra and he will be in charge of the direction and management of all the promotion operations related to the FS project. Jennifer Pro (USA), Administration Responsible Jen is the head of Piovra Administration, she is an expert in international legal and administrative issues. She will be the Administration responsible for FS project and she will be in charge of the subtitles translation subcontracts. JRafael Rubio (Spain), Video Editing Responsible Rafael is the Piovra Responsible for Visual Arts, He will manage all the technical preparation of the short films Spanish versions. 4


2. Venues & Events First Targets Our target is to make FS a main event in Madrid’s cultural agenda, Piovra has a huge Data Base of places in Madrid and in about all of Spain. Our first choice to set a monthly projection of FS will be “Utopic_US”. We think that this venue, located in the city centre with 600m of usable space and capacity for 400 people makes it the perfect place for FS to return to Spain. http://www.utopicus.es/espacio-y-servicios/ Apart from that, we will get in touch with all the places where Rocío used to organize FS sessions in order to organize more sessions in several places.

Expansion Once this is set up our idea is to reach some places where at first it would be harder to locate FS projections such as cinemas, open-air cinemas and non-cinematographic venues which will be specially adapted for a cinema projection (a park, a garage…), the idea is “cinema everywhere”. At the same time we will work on the diffusion of FS throughout Spain establishing a complete Producers network which will include the main cities of the country. To get to our objective we’ll get in touch with the people who used to work for FS some years ago (in Granada, Barcelona, Seville...) and with people related to Piovra to find the perfect candidates. Our aim is to make FS ONE a must see in our country.

Operations We’ll work to optimize operations working on the supply chain and to obtain a fast and slim work flow, easy to manage and without problems in order for it to grow. We definitely have a good staff with experience in this kind of work.

Feedback At the end of every month the Promotion Department of Piovra will send all the statistics, photos and PR reports.

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3. Marketing Plan Research and Investigation (around 2 weeks) •In the short term, Piovra will only produce the projections in Madrid, meanwhile in the other cities we’ll work to find local promoters. •In the long term as well as we’ll improve our knowledge of the territory, we’ll start producing more events by ourselves. During these two weeks we’ll search for, contact and analyze all the possible clients.

Main marketing actions > Monthly film program at FS site in Piovra Web: www.piovra.org Each Month the information will be actualized in Piovra´s webpage Piovra´s webpage is working to be a cultural point of reference. In few months we expect that anyone interested in music, dance, arts, cinema... will be taking a look at our page. We consider that including a site of FS in Piovra´s web we will stir up our audience’s interest. > Facebook and Twitter We will work in parallel with Facebook and Twitter with continuous information about our activities Web 2.0 is a basic element in nowadays’ communication, it keeps you alive and in touch with your audience. Based on this idea we will use Piovra´s pages to inform about every event or interesting information about FS and develop our own FS Spain pages. > Mailing At the beginning of each month we will send e-mails to our mailing list with the information of FS program and events, we will repeat that mailing two days before each event takes place changing some items in order to make it different but giving the same information (for example focusing our attention on that concrete event, changing texts and images...) We will use Piovra’s database and the one that Rocio made for FS when she was managing it. We expect that the number of recipients will be in continuous growth thanks to the activity of Piovra in several fields. > Media Promo On the first week of each month we would like to send FS following month’s program to monthly magazines and on the 15th of each month to the weekly ones. For daily publications we wil send the information two days before but we will keep a personal contact with journalists on the phone to reach our objectives regarding media. We will also have a continuous activity with big radios and TVs, those are the harder objectives, so we will insist on those points Piovra Promotion Department will be responsible for the promo of FS events first in Madrid and later on helping our producers. > Search of Sponsoring In case we get the sponsorship of FS, the searching of sponsorship will be a second step after having it on the internet.

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4. Sponsors & Funding Piovra will be responsible for the economic support of FS during its launch. Even if Piovra is a non-profit organization and a brand new growing collective, our main objective is to spread culture, for this reason, to carry on with the costs and the initial financing required means an extra effort for our collective. As explained in the Finances chapter, we have estimated to reach the Break-even within 18 months, this is a long time, and for that reason the research of sponsors and funds will be a sine qua non condition for the good development of the partnership between Piovra and FS. Considering this situation we will try to find sponsorship as soon as possible, we will look among traditional sponsors such as companies producing clothes, cars, drinks (beers, soft drinks, spirits, etc) and of course among our contacts. The success of this operation will depend on the interest in the events that we’ll organize and in the power of FS communication and project, for that reason we’ll count with your support/proactive attitude and with your “Guidance to grow, seek sponsorship and attain partners”. We will also work in order to obtain the help of business angels for big special events and media like radios and televisions with whom we already have some contacts.

5. Expansion There was a time in which FS was present in several cities in Spain (Madrid, Granada, Barcelona…) and nowadays we know of some producers still interested in FS (Seville) and because of that the main actions in order to expand as fast as possible will be the following:

• Get in touch with the old producers and propose the new FS ONE (short term) • Work on the creation of a new network in Spain (short term) • If accepted, work on the expansion in Latin America (long term)

That expansion will be carried out following a commercial strategy based on Piovra’s general strategy of expansion in Spain, Europe and Latin America. We consider realistic to find around 4-5 producers during 2011 and to start finding contacts in Latin America in 2012.

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6. Finances Analyzing and forecasting the possible cost/incomings to estimate the ROI (Return of Investment) we have reached the conclusion that to satisfy the FS obligations and according with the actual Spanish market conditions, we’ll be able to reach the break-even only after about 18 months.

Main Costs

• Promotion • Web & Graphic Design • Monthly License Fee • Overhead Costs

Incomings

• Monthly Flagship Event in Madrid • Other events in Madrid (Since September 2011) • Producers in other Cities (first in July, until 4 producers in October 2011)

ROI Chart 1.000,00 €

500,00 €

Break-even

-500,00 €

april may june july august september october november december january february march april may june july august september october november december january february march

- €

-1.000,00 €

-1.500,00 €

Pricing for producers and public Based on singular cost analysis, we’ll decide the prices for the different producers and for the public. In the first case it will depend on the stage of collaboration and the real opportunity represented from the possible new producer, in the second case, it’s our policy to apply a low price level to give the possibility for everybody to assist the projections.

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