Chuzhe Wang

Date of Award

2023

Document Type

MA Project - Open Access

Project Type

MA Project - Business Plan

Degree Name

Master of Arts (MA)

Department

Art Business

First Advisor

Zhang Gan

Second Advisor

Agnes Berecz

Abstract

Live-Art is a start-up venture in New York City that combines online and offline art
experiences, which blurs the boundaries between art education and art collection and organically integrates the two fields. Our philosophy is to inspire people to live with art and create their own art kingdom. By strengthening each individual’s engagement in the art world, we aim to improve our users’ art appreciation perception through art education and to encourage them to create an aesthetic atmosphere for their living environment through art collection. Traditionally, education is more focused on non-profit, while art collection is more on commercialized consumption. However, they are deeply connected and intertwined. From this, we hope that our digital learning on art education can guide users to generate passion for the art collection and correspondingly allow more art collectors to participate in art education programs to deepen aesthetic experiences. The company’s business mainly includes online digital products - the mobile application, and in-person art appreciation events as well as the art advisory service. We expect to build up a digital learning and interactive art collection community, aiming to accumulate more accurate target art collectors from the virtual platforms to the real-world art business. Our target user market is Chinese people living and working in New York City since New York has a
natural artistic and cultural atmosphere where people have a greater demand for high-quality life with aesthetic experience. Our unique advantage lies in creating an efficient, flexible, hybrid, and social art learning experience. At present, most mobile applications in the American market detach art education, museum guide, and art collection features, setting a clear barrier between logical tools and emotional experiences. However, we both value digital user experience and
aesthetic engagement in the real world, providing our users with a novel and effective learning and art-collecting experience. Users can learn, interact, find friends, and sign up to participate in art events on our digital platform, linking great activities between the real and virtual worlds. To create better content, we have an excellent team with many talents from various professional fields, including product development, art education, curriculum design, and art collection. All of our art events and art-related courses have solid academic and theoretical foundations. The collaboration of these elites will continuously improve our venture to optimize the problems from our customer feedback or of the same type of products in the market. Our pricing strategy is more economical than many museum membership plans in New York City, and the registration system for it is very flexible, allowing users to engage in or drop out anytime. In the initial stage
of the company, our main capital came from the entrepreneurial partners, and we increased our income through the art activities carried out successively. Although project development will cost a lot of funding, the company estimates a first-year revenue of $800,000 and expects to be profitable after the first eight months of operations. Under the ideal conditions we predict, the company can start to achieve stable profits in the third year, increasingly expand the number of
users, and form a strong social influence in the art market in New York City.

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