Art Savvy is a proposed smartphone application that will provide art recognition, an accessible database of artworks, recommended works, news, and gallery information. The application aims to consolidate these features in one place for users. It will target all ages and backgrounds globally. With a £1,500 marketing budget, the founders estimate they can generate enough income in the first year to recoup costs and make a profit going forward.

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SMARTPHONE APPLICATION

2. 2
Content
Executive Summary 2
General Company Descriptions 3
Products & Services 4
Marketing Plan 5
Operational Plan 10
Start-up Expenses & Capitalization 11
Appendices 12

3. 3
Executive Summary
Art Savvy is a Smartphone Application, based on the Creative Art Industry and will be launched May 2013.
The application will offer Art Recognition, Accessible Database, Recommended Works, News and Gallery Information. Many companies offer these specific
features, but Art Savvy is the only App that has all features in one place that is also user friendly.
There is much income to be made in the growing Smartphone App industry, especially in Entertainment and Creative idioms, stakeholders having generated £5.3
billion on mobile applications last year alone, with that number to grow considerably in an industry still in its infancy.
Art Savvy targets all people from all backgrounds in a worldwide market to improve their knowledge, help with studies or just find information relating to an
anonymous piece of Art that may have captured your interest.
With a small loan of £1,500 to invest in Marketing alone the application can generate enough income to recoup in approximately 1st year of launch, leaving room
to make an increased income in the future.
There is a gap in the Market that is not being fulfilled as well as it could be and Art Savvy is here to cement itself in an ever-growing media of creativity and
technology.

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General Company Descriptions
Art Savvy is a Smartphone application dedicated to the recognition; purchase and information of any piece of art work in an ever-expanding industry.
Mission Statement
Make the art world discoverable and accessible to everyone.
Objectives
Based in Perth, the company has future aspirations to expand in to a national brand respected by other companies in the creative industry, if not the main
recognisable and used Smartphone application used in its category by the general public.
Business Philosophy
Consumer satisfaction is the main priority of the company, presenting customers with friendly, enthusiastic and informative service, as well as a user friendly and
convenient application, which will be used again and again in the future.
Target Market
For Art Lovers of all ages and backgrounds, from the Art savvy scholar, to the student brushing up on studies, to the general public who take an interest in a
specific piece of art.
Industry
The art world is ever expanding and new and exciting works, as well as old and established are all around us every day. The Creative Industry itself is continually
expanding; Scottish creative industry alone supports over 60,000 jobs and contributes £5 Billion to economy
(Source: Scottish Government).
Strengths & Competencies
There are only a handful of companies that provide a similar application, however their reviews are not impressive and the applications themselves are not
utilised well. Through prior knowledge and experience, as well as education, the company can grow and give customer satisfaction.

5. 5
Products & Services
Art Savvy application will be looking to include Art Work Recognition, Accessible Database (For specific searches), Recommended works, News, Gallery info. As
well as an online website.
Art Recognition
The main Unique Selling Point of the application, by simply taking a picture of a piece of art, be it painting, drawing, sculpture, sketch or poster, with Smartphone
the application will search its database and give the customer specific details of the work, such as Name, Artist and Biography.
Accessible Database
Art Savvy will include a search function provided by our partnered company, TerminArtor’s, which will allow customer to search for specific Artist, Works & Styles
etc. Customers will also have the ability to edit and update the database, adding more works and accumulate an extensive library so if a piece of art isn't
recognised or missing it can be added so future customers will be able to find it.
Recommended Works
Another function of the application is to match with similar artworks and artists to discover that the customer may also be interested in.
News
Art Savvy will also aim to keep customers up to date with current events within the Art Industry, as well as Exhibitions etc.
Gallery Information
This will collect all museums and galleries and links to their respective websites so customers can find out what's on and when.
Websites
Art Savvy will have its own Website for consumers to access to keep up to date with our events and news, as well as respective Social Media websites to spread
and advertise the company as well as the creative culture.

6. 6
Marketing Plan
Secondary Research
Through iTunes and Android Stores and other online research, the company has found there are only a handful of businesses that provide a similar application
ArtMatch, Art Finder & Collectrium (which is no longer active) and Google Goggles, which have fared poorly in terms of depth of information and frequency of
updates as well as being utilised effectively and reviewed generally low scores by customers that used their products.
Google Goggles is an exception to this but it's not fully dedicated to the Art world. Which Art Savvy is committed, Google works as a middle man (gathering lots of
sites with varying details) telling people where they can gather individual information, where as Art Savvy aims to have all the relevant information customers are
looking for within the application.
Primary Research
The company also set up an online survey open to all containing a few quick answer questions about the service the company is looking to provide, engaging what
the general public's expectation of such an application would be.
Survey Results
From the survey done online the company received numerous feedback. The main age group that took the survey was between 18 - 44 years, mostly a female
demographic with 75% to the males 25%, based in the UK, although there were participators from outside UK in the survey as well.
The results showed about 20% of the average phone is made up of paid applications, the other 80% are free, the company would be looking to start as a free
application building up a demographic then approaching potential investors with the opportunity to advertise through our application, by sell adverting space,
then creating a non-add version that can be paid for at a basic rate.
Most people will have at least 1-2 art related apps of their Smartphone.
The survey showed that 0% were familiar or aware of the competition - Google Goggles, ArtMatch, Art Finder
The main aspect the survey shows there is a 50/50 interest in the service Art Savvy will be providing, so the success of the application depends purely on
promotion and utilisation.

7. 7
Economics
The market is essentially monopolised by two companies, of the 154 million shipments worldwide in the second quarter of 2012, Android having 68.1% and iOS
(Apple) 16.9% - making up 85% of the market, with the remaining 15% shared between Blackberry, Linux, Windows and others.
Art Savvy would be available on iTunes and Android (Now Google Play) Stores, which means a global audience. iTunes alone distributes applications in more than
150 countries. Localize applications for more than 40 languages, Google Play makes free-of-charge applications available
worldwide except Iran, while paid applications are available in 129 countries.
ABI Research states developers and other stakeholders have generated $8.5 (£5.3) billion on mobile
applications last year (2011), which is due to grow to an estimated $46 (£28) billion by 2016.
Considering the companies target market (everyone) and the application itself which is essentially a reference,
educational or utility application, from the graphs shown below we can see these categories fare quite well in terms of sales.
iTunes Application Count By
Category (2012-10-29)
Games
128,060
(18.00%)
Education
73,565
(10.34%)
Entertainment
66,194
(9.30%)
Lifestyle
59,799
(8.41%)
Books
53,168
(7.47%)
Utilities
43,326
(6.09%)
Business
41,134
(5.78%)
Travel
36,805
(5.17%)
Music
27,133
(3.81%)
Reference
23,165
(3.26%)

8. 8
Barriers
Arguably the most important barrier is acceptance in mainstream consumers, as stated in the survey results in the Marketing Plan (Page 6) there is a 50/50
interest in the application so the focus of the company needs to be put into marketing to make our product more appealing and stand alone from the rest,
showing customers why ArtSavvy is the application they should be using, which considering that the marketing research states that 0% are aware of the
competition gives us a huge advantage.
Other barriers can be overcome (Not without a little investment), for example I have no software knowledge or how to make an application for a Smartphone,
however this can be dealt with by hiring a software developer for a fixed price (approximately £200) and they create the application to my specifications, a
counter argument is that the software designer could steal the idea for themselves but this can be fixed by having the designer sign a non-disclosure agreement or
a contract stating the extent of involvement.
Another point about software is there are programmes for the 'Non-Technical User' available online varying in price
Cabana £15.00 - allows user to create User Interface web and mobile applications for iTunes and Android, through drag and drop components.
GameSalad £300/Free - uses a visual tool like Cabana, for the former price the application can be published to multiple Android markets.
iPhone's Software Developers Kit £60 - Apples software tool for creating applications.
Cost of promotion and marketing is a barrier however some ways around it would be self promotion which, although cost effective can be very time consuming
and the reach maybe limited, the other alternative is hiring an Agency to handle the marketing and production, whilst I review and approve or disapprove the
work, the down side to this is that some agencies that are more established can charge up to £10,000+.
With this in mind it would be more cost effective if the company hired a freelance copyrighter/agency to handle the marketing as they can do the same
promotions and duties like website creation, landing pages, sales letters, emails, newsletters and other marketing material, with the charges beginning from
£500+.
Something to keep in mind is obviously the bigger the investment the wider the reach and potential for the application itself. The company will be looking for
investors from various business, related art groups, museums, magazines, as well as selling off advertising space in the application itself, which with the growing
demographic will encourage a growing number of investors.

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Demographic Profile
Available to general public and businesses Art Savvy is dedicated to bringing the encyclopaedic knowledge and images at the touch of a button.
Age - All
Gender - Unisex
Location - Scotland (UK)
Class & Occupation - For anyone and everyone who loves and appreciates Art.
Education - Scholar to Novice, Child to Adult.
Competition - ArtMatch - Netherlands
Art Finder - UK
Google Goggles - USA
All these companies are the competition but as stated in Marketing Plan (Secondary Research) each fail to provide the services presented by Art Savvy and are of
poor utilization.
Indirectly Google Goggles will be the biggest competitor however for their extensive data, they focus on different areas of the market such as music, shopping,
data collection etc. as opposed to dedicating and giving full investment in to one area, which Art Savvy will be doing, also they're still third party collecting related
and (arguably) unrelated sites and information, whereas Art Savvy cuts out the immaterial and provides only the desired information.

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Promotion
Magazines
Through Agency
iTunes and Android New or Featured apps
Websites
Social Networking
Site Banners
Attach to Creative Companies and Events
Viral Video
All these means of advertising could be used pending release for ArtSavvy as well as after the release in normal promotional campaign, the Website, Social
Networks Site Banners and Viral Video can all be dealt with quiet easily and effectively, as well as getting application reviewed on dedicated application websites.
Promoting through Events and Companies would come a little later after release of the application, this is just to allow application to create an early buzz,
accumulate a general demographic so that it gives an idea to companies and potential investors.
Budget - £3,000 (approximately)
App Price - Free application then 69p for Premium Version of Application (average application cost)
Starting as a free application the intention is to build up a demographic then approaching potential investors with the opportunity to advertise
through our application, then creating a non-add version that can be paid for at a basic rate, similar to Shazam.
Location
Arguably for a product that is digital and available for download in the relative application store on your phone or search on the internet, the location of the brand
isn't strictly relevant to the customer, however the daily running of a business will be done from home by myself using digital media to keep in contact with
individual parties and promotions. For future growth of the company I'd be looking to be based in the Perth area in a small office environment to conduct daily
task, duties and meetings.
Distribution
Smartphone's, Internet (via iTunes & Android Stores)

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Operational Plan
Production
Produced online, the equipment will be a laptop with the relevant software Adobe, Microsoft Office and respective software available online and in local retailers,
the applications database will be supplied via partnered company (TerminArtor's).
Location
Most of the work will be done on the go, via laptop, with future plans to set up a small office in Perth as business grows.
Personal
The company will consist of myself for the mean time, I will be liaising with numerous cliental as well as Promotion Agency's, Partnered company and potential
investors. With future prospects to expand, more staff would be employed to handle the increased work effort.
Suppliers
TeminArtor's
Online community-based interactive art gallery.
They hold a huge database of works from medieval era to recent artistic movements. Also as it's community-based users can update and upload new works and
information. Which is fundamental in Art Savvy Application.
TerminArtor's has agreed to provide the database for which the application is using in return they will receive an agreed percentage of the applications earnings.
Personal Financial Statements
At this time the company consists of just myself, I don't have any tangible assets as far as property, car etc. The applications database is provided by TerminArtor's,
who have agreed to take a small cut of future income. The company's current account belongs to myself, consisting of £3,000.

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Start-up Expenses and Capitalization
The company already has Laptop and software in order to access the Internet and contact companies and do designs and some promotion. The companies
expense really comes from advertising more than anything else. It's more a matter of finding the better deals. Obviously the software needs to be made hence the
one off fee for the Developer. Then iTunes fees for distributing the app is £60 per year and Android is a standalone £25 listing fee. After that is marketing and
promotions, which depends on agency’s fees and how much the companies are willing to invest in the application.
Expenses
Android £25 (One Payment)
Software Developer - £200 (One payment)
Distribution - iTunes - £60 p/a
Advertising - £500+
Contingence - £600
Total Expenses - £560 p/y approximately (Not including standalone fees)
The data above comes from research from iTunes, Androids Official sites as well as related site on the subject of developing and selling applications, also
information collected by other entrepreneurs who have created and invest in their own ideas and how they developed their company.
The company will be covering the costs of the standalone payments and iTunes annual distribution fee stated above from its own expense (£285). A loan of £1,500
will be taken out to help fund advertising and marketing of the product. Which will be paid back in year of launch. As stated the company will be looking to
potential investors involved or related in the Art Industry to aid marketing and fund promotion, via advertising space etc.

13. 13
Bibliography
ABI Research - Mobile Apps Growth
http://www.abiresearch.com/press/in-app-purchases-to-outpace-pay-per-download-reven Page 7
Smartphone market Second Quarter
http://www.guardian.co.uk/technology/blog/2012/aug/10/android-smartphone-market-2012-apple Page 7
Top 10 Android Graph
http://www.appbrain.com/stats/android-market-app-categories Page 7
Top iTunes Graph
http://148apps.biz/app-store-metrics/?mpage=catcount - Stats taken from iTunes Page 7
General Info Creating App
http://mobile.smashingmagazine.com/2009/08/11/how-to-create-your-first-iphone-application/ Page 8
Survey
http://www.surveymonkey.com/s/R7KWB8R
Terminartor's
http://www.terminartors.com/