Author

Tianni Yun

Date of Award

2025

Document Type

MA Project - Restricted Access (SIA Only)

Project Type

MA Project - Business Plan

Degree Name

Master of Arts (MA)

Department

Art Business

First Advisor

Zhang Jin

Abstract

This business plan outlines the establishment of Serenity Canvas, an innovative art-healing platform to address the growing demand for accessible mental health support. With the rising prevalence of stress, anxiety, and other mental health issues in modern society, art-healing has emerged as a valuable alternative therapy. The market, primarily composed of individuals aged 25-55 who are open-minded, value self-care, and seek mental well-being, show significant potential. The global mental health and wellness market, valued at over $4.5 trillion and growing steadily, indicates a large and expanding customer base for art-healing services. Serenity Canvas offers a diverse range of services. In the education and realization phase, it uses WeChat and TikTok for online propaganda and art healing education. The “Engage More” phase features paid content and online workshops, while the “Devote More” phase introduces art-healing journeys. Revenue comes from paid articles, online and offline workshops, art-healing journeys, and partnerships with international art therapy organizations and local businesses. The business faces challenges such as low brand awareness, limited resources, regulatory changes, and intense competition. However, its strengths include a unique service offering, expert instructors, and a focus on creating an immersive art-healing experience. Key milestones in the next two years involve technical, commercial, team, and financial achievements to break-even within 18 months. Overall, Serenity Canvas aims to revolutionize the art-healing landscape, providing a platform that promotes mental well-being and achieves financial sustainability and growth.

Available for download on Thursday, March 12, 2026

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