!Business'Plan'Musicking.com!!!!!!!

Prepared'by'Christina'Hough'

April'1,'2015'!!!!!!!!!!!!!!!!!!

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Table'of'Contents'

Executive)Summary).................................................................................................................)3!Vision)Statement)......................................................................................................................)4!The)Product)...............................................................................................................................)4!

Product!Services!and!Features!..................................................................................................................!4!Technical!Considerations!.............................................................................................................................!6!Legal!Considerations!.....................................................................................................................................!6!

Market)Landscape)...................................................................................................................)7!Business)Goals)..........................................................................................................................)7!Promotions)................................................................................................................................)8!

In<Person!Outreach!........................................................................................................................................!8!Online!Promotions!..........................................................................................................................................!9!

Promotions)Budget)..............................................................................................................)12!Conclusion)...............................................................................................................................)14!!!

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Executive'Summary'!Musicking.com!is!a!web!app!and!social!media!platform!for!adult!music!learners.!While!learning!an!instrument!is!difficult,!the!goal!of!Musicking.com!is!to!help!music!learners,!or!“musickers,”!stay!motivated!to!practice!and!improve,!by!making!the!learning!process!more!tangible!and!shareable.!!!Many!music!teachers!report!that!their!adult!students!are!among!the!most!self<critical!–!adults!are!more!likely!to!have!clear!ideas!of!what!they!want!to!achieve!musically,!but!become!discouraged!when!the!necessary!technical!skills!develop!slowly.!Musicking.com!is!designed!to!help!make!the!learning(process(itself!a!means!of!creative!and!reflective!self<expression,!by!giving!music!learners!tools!for!illustrating!and!sharing!their!work.!!As!a!web!app!and!social!media!platform,!Musicking!works!in!two!ways:!!

1. It)is)a)journal)for)recording)your)musical)goals,)and)your)progress)towards)these)goals.)When!you!practice,!go!to!the!app!and!log!the!hours!you’ve!practiced,!and!what!you!worked!on.!You!will!be!able!to!see!your!progress!as!a!multimedia!timeline.!You!can!add!to!this!your!own!commentary!in!the!form!of!video!or!audio!recordings,!and!written!posts.!This!lets!you!demonstrate!your!thinking!and!tell!your!own!story!as!a!context!for!your!music!making.!Your!efforts!are!reflected!in!a!visually!interesting!representation!of!your!hours!practiced,!as!well!as!in!your!chronological!collection!of!recordings!and!comments.! !The!longer!you!use!the!app,!the!richer!and!more!interesting!your!timeline!will!become.

2. It)is)a)support)network,)where)musickers)can)connect)with)one)another)and)share)their)advice)and)experience.)Musicking.com!includes!public!forums,!user!groups!and!virtual!events!where!musickers!can!show!off!their!work,!seek!feedback!and!advice!on!a!work<in<progress,!or!compete!against!each!other!in!musical!games.!Learners!and!teachers!can!also!connect!here,!as!teachers!are!given!the!option!to!identify!themselves!as!such!and!link!to!their!own!products!or!services!in!their!profile.!Learners!can!also!choose!a!paid!subscription!level!which!offers!some!of!the!benefits!of!a!private!teacher!at!a!lower!cost:!basic!subscription!levels!guarantee!that!an!experienced!music!teacher!will!periodically!view!recordings!on!their!Timeline!and!set!personalized!challenges!that!will!help!them!reach!their!musical!goals.)

))Musicking!is!ideal!for!people!who!are!teaching!themselves!to!sing!or!play!an!instrument,!or!for!people!studying!with!a!teacher.!Musicians!at!any!skill!level!can!benefit,!because!there’s!always!room!to!push!your!skill!farther,!or!take!on!a!new!learning!challenge.!In!addition,!Musicking!is!a!great!place!for!skilled!musicians!and!teachers!to!advertise!their!expertise!and!find!new!business.!

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Vision'Statement'!The!key!to!playing!an!instrument!well!is!regular!practice,!but!finding!the!motivation!to!stick!to!a!regular!practice!routine!can!be!challenging.!This!is!true!for!many!music!learners,!but!perhaps!especially!for!people!who!are!teaching!themselves.!Our!website!will!help!motivate!music!learners!by!allowing!them!to!track!their!practicing,!and!show!off!their!progress,!and!offer!one!another!advice!and!encouragement.!We!aim!to!create!a!community!whose!members!are!motivated!to!guide!and!inspire!one!another!in!their!music!making.!

The'Product'!Musicking.com!helps!motivate!adult!music!learners!by!encouraging!them!to!share!their!progress!and!their!musical!insights!with!others.!You!can!do!this!in!two!ways.!One!is!by!creating!your!Musicking!Timeline,!a!visually!rich,!multimedia!documentation!of!the!work!you’ve!put!into!your!music.!You!can!share!it!with!your!teacher,!your!friends,!or!make!it!viewable!by!other!musickers.!!!The!second!way!is!to!participate!in!the!Musicking!community.!Musickers!can!read!and!participate!in!forum!discussions,!join!groups,!and!participate!in!virtual!events!where!they!can!share!works<in<progress,!polished!pieces,!or!compete!in!musical!games!!Events!are!created!by!musickers!for!musickers,!and!are!one!of!the!best!ways!to!overcome!“stage!fright”!and!get!encouragement!and!feedback!from!your!peers.!!Musicking.com!is!also!a!great!place!for!students!to!find!teachers,!and!vice!versa.!Any!musickers!can!register!a!music!teacher!and!advertise!their!services!through!participation!in!the!Musicking!community.!They!can!also!purchase!a!teacher’s!subscription!and!take!advantage!of!our!services!for!teachers,!or!apply!to!work!for!Musicking.com!as!an!online!music!coach.!!!For!busy!students,!the!music!coaching!available!through!a!student’s!subscription!might!be!the!perfect!compromise!between!scheduling!regular!private!lessons!and!trying!to!learn!on!your!own.!!!

Product'Services'and'Features'!The)Musicking)Timeline:)Whenever!you!practice,!you’ll!open!the!app!and!enter!how!long!you’ve!practiced.)You!can!also!make!blog<style!entries!describing!your!goals!and!approaches,!and!upload!audio!or!video!recordings!demonstrating!your!progress.!Your!Musicking!Timeline!displays!this!information!in!a!visually!interesting!way,!allowing!you!to!share!your!accomplishments!with!your!friends.!The!longer!you!use!the!app,!the!richer!and!more!interesting!your!timeline!will!become.!!

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Forums:!These!allow!for!public!discussion!of!topics!of!interest!to!musickers.!Forums!are!organized!according!to!medium!of!music!performance!(the!instrument!they!play,!for!example),!or!musical!style.!Forums!and!subforums!take!into!account!the!diversity!of!the!Musicking!community,!while!allowing!members!with!shared!interests!and!experiences!to!find!one!another.!!Groups:!Groups!offer!an!even!more!flexible!way!for!musickers!to!organize!themselves!according!to!interest,!location,!or!any!other!criteria.!They!are!user<generated!entities,!and!can!be!either!public!or!private.!)Virtual)Events:)Virtual!Events!can!be!created!by!any!user.!Participants!upload!audio!or!video!recordings!of!themselves!within!a!specified!time!period,!and!may!listen!to!and!comment!on!the!recordings!of!others!during!that!time.!When!the!event!expires,!the!recordings!and!comments!are!deleted!(though!you!can!always!upload!your!performance!to!your!Timeline!if!you!want!it!to!live!on!)!!!Events!can!adhere!to!any!theme!or!special!rules!as!designated!by!the!event!creator,!who!will!have!a!moderator’s!powers!to!remove!comments!or!recordings!as!appropriate.!They!can!also!be!public!or!by!invitation!only,!and!the!organizer!can!specify!a!maximum!number!of!participants!and!have!them!register!in!advance.!!!There!are!four!types!of!virtual!events:!!

Virtual)WIP)Workshops:!These!events!are!for!participants!to!share!works<in<progress!and!get!feedback!and!advice!from!other!participants.!!

!Virtual)Masterclasses:!Similar!to!the!WIP!Workshop,!these!events!are!created!by!users!who!have!registered!as!music!teachers,!and!may!be!free!or!paid.!The!event!organizer!is!expected!to!offer!feedback!to!each!participant.!!

!Virtual)Open)Mic)Nights:!Participants!share!recordings,!but!are!not!expected!to!offer!any!feedback!beyond!optional!congratulations!and!virtual!applause!!

!Virtual)Competitions:!It’s!up!to!the!event!organizer!to!provide!rules!and!a!method!for!choosing!a!winner!(if!applicable).!Virtual!Competitions!can!range!from!fun!music!games!to!American!Idol<style!face<offs!if!the!organizer!so!chooses.!

)Subscriptions:)There!will!be!two!categories!of!subscriptions!available!to!musickers:!teachers’!subscriptions!and!students’!subscriptions.!)

Students:)For!a!very!affordable!monthly!subscription,!a!musicker!can!get!a!music!teacher!to!regularly!listen!to!or!watch!their!recording!and!leave!detailed!feedback,!as!well!as!a!personalized!study!plan!to!work!on!for!next!time.!A!higher!subscription!level!will!include!real!time!online!music!lessons!

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which!can!be!scheduled!for!whenever!is!convenient!for!the!teacher!and!student.!)Teachers:!Music!teachers!can!register!as!a!teacher!for!free,!and!include!a!bio!a!list!of!credentials,!or!a!link!to!their!website!in!their!profile.!Their!user!name!and!avatar!will!be!labeled!“Music!Teacher,”!and!they!are!welcome!to!use!their!(productive!and!non<spammy)!participation!in!the!community!to!draw!new!business.!!They!can!also!purchase!a!teacher’s!subscription,!which!allows!them!to!organize!and!collect!fees!from!paid!Virtual!Masterclasses,!and!use!Musicking.com’s!scheduling!and!payment!management!system!to!organize!private!music!lessons!(either!in<person!or!via!Skype).!They!will!also!be!allowed!to!organize!music!competitions!to!promote!their!lesson!materials!–!prize!giveaways!will!otherwise!not!be!allowed!in!Virtual!Competitions!–!and!have!those!competitions!appear!in!our!“Giveaways”!list.!!Any!music!teacher!may!also!apply!to!work!for!Musicking.com!as!an!online!music!coach.!

Technical'Considerations'!Musicking.com!will!consist!of!a!responsive!web!app,!and!a!mobile!app!with!the!ability!to!push!and!pull!practice!log!information!associated!with!the!user’s!account.!The!user!will!be!able!to!enter!a!new!practice!log!while!the!device!is!offline,!but!will!need!an!Internet!connection!in!order!to!sync!to!the!user’s!account.!!

Legal'Considerations'!Musicking.com!will!adhere!to!all!privacy!laws,!copyright!laws,!and!laws!governing!the!use!of!children’s!personal!information.!!We!will!consult!mechanical!license!administrators!with!respect!to!covers!of!copyright!material!that!appear!on!our!website,!and!will!pay!the!required!licensing!fees!(similar!to!Banjohangout.org’s!arrangement).!A!copyright!notice!will!be!displayed!every!time!a!user!uploads!a!recording,!and!there!will!be!clearly<states!procedures!for!rights!holders!who!wish!to!have!illegal!recordings!removed!from!the!site.!!We!will!also!host!both!audio!and!video!content,!and!will!need!to!encode!both!in!such!a!way!as!to!play!in!all!reasonably!modern!browsers.!!

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Market'Landscape'!Musicking.com’s!closest!competition!consists!of!a!series!of!community!forums!(such!as!Banjo!Hangout,!Piano!World,!and!Violinist.com)!and!online!music!schools!(such!as!LessonFace).!There!are!also!a!few!mobile!apps!for!logging!music!practice!sessions!(such!as!the!unimaginatively!named!Music!Practice).!!!Online!forums!for!music!makers!often!host!lively!communities,!but!their!features!are!limited!by!their!grassroots!nature.!They!usually!use!outdated!forum!designs,!ad!banners!to!generate!revenue!or!pay!for!hosting,!and!new!features!are!limited!by!the!coding!skills!and!available!free!time!of!each!forum’s!members.!They!are!often!extremely!niche,!focusing!on!a!single!instrument,!and!usually!have!an!implied!focus!on!a!single!musical!style,!or!constellation!of!related!styles.!!!Online!music!schools!are!similar!to!in<person!music!schools.!Though!there!are!challenges!associated!with!teaching!music!over!Skype!or!similar!video!conferencing!technology,!there!is!clearly!a!market!for!it.!The!benefit!to!both!teachers!and!students!is!greater!scheduling!flexibility,!no!travel!time,!and!the!ability!to!stay!with!the!same!teacher!regardless!of!changes!in!location.!!!We!believe!there!is!an!opportunity!for!Musicking.com!to!find!a!niche!that!offers!even!greater!flexibility!at!a!lower!cost!compared!to!a!private!lesson,!with!the!restriction!that!the!coaching!is!asynchronous!rather!than!real<time.!Fitocracy!appears!to!follow!a!similar!model!for!fitness!coaching,!advertising!personalized!fitness!coaching!for!as!little!as!$1!a!month.!We!should!be!able!to!charge!even!somewhat!more!than!that,!while!still!offering!a!service!that!is!appealing!to!enthusiastic!but!busy!music!learners.!!Apps!for!logging!music!practices!tend!to!be!very!basic!–!after!all,!they!are!simply!the!digital!version!of!the!lesson!notebooks!that!music!teachers!have!been!using!for!years.!Musicking.com’s!Timeline!will!be!much!more!visually!appealing!and!interactive,!transforming!the!“music!notebook”!from!a!simple!personal!reminder!to!a!shareable!part!of!someone’s!online!identity.!

Business'Goals'!Musicking.com!will!follow!a!freemium!business!model!in!order!to!generate!revenue.!There!will!eventually!be!two!types!of!subscriptions:!one!type!for!music!students,!and!one!for!music!teachers.!However,!the!key!early!goal!will!be!to!grow!the!community,!since!a!lively!community!is!important!for!a!successful!user!experience.!!The!success!of!the!web!app!will!be!measured!against!the!following!objectives:!!

• Within!the!first!ten!days!of!the!website’s!launch,!at!least!300!people!will!create!user!accounts.!!!

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• Within!the!first!six!months!of!the!website’s!launch,!it!will!have!at!least!5,000!active!users,!with!“active!user”!defined!as!an!account<holding!user!who!logs!on!at!least!once!every!two!weeks.!!!

• Within!the!first!six!months!of!the!website’s!launch,!80%!of!account!holders!will!have!used!the!app!to!set!at!least!2!goals,!and!at!least!60%!of!account!holders!will!have!registered!some!other!type!of!activity!in!relation!to!this!goal!(i.e.!record!whatever!form!of!“progress”!the!designers!choose!to!let!the!users!track).!!!

• Within!the!first!three!years!of!the!website’s!launch,!it!will!begin!generating!enough!money!to!pay!all!operational!expenses,!including!the!salary!of!at!least!one!full<time!community!manager.!!!!

The!first!two!objectives!are!ways!to!measure!the!viability!and!vibrancy!of!the!community,!which!is!expected!to!be!central!to!the!user!experience.!The!third!measures!the!usefulness!of!the!goal<!setting!tools.!The!final!objective!is!vital!to!the!financial!sustainability!of!the!project.!!!

Promotions'!The!promotions!strategy!will!involve!reaching!out!to!both!music!teachers!and!existing!music<making!communities,!both!in<person!and!online.!The!messaging!overall!is!that!Musicking.com!is!a!diverse!community!where!all!kinds!of!music!makers!can!challenge!and!inspire!one!another.!Our!members!range!from!complete!beginners!to!professional!music!teachers!and!musicians,!and!all!kinds!of!styles!and!approaches!are!welcome.!!!We!may!also!explore!parallels!between!staying!physically!active!and!staying!musically!active,!citing!research!that!musical!training!may!help!protect!against!the!effects!of!aging!on!the!brain.!!

InKPerson'Outreach')Local)musicRmaking)communities.)A!section!of!the!website!will!be!a!directory!of!local!events!and!meetups!for!amateur!musicians.!We!will!contact!the!organizers!of!as!many!such!local!events!as!we!can!find,!and!invite!them!to!add!their!club/meetup/event.!!We!will!assign!a!budget!of!$3,000!to!hire!someone!to!research,!contact,!and!follow!up!with!these!communities!as!necessary.!)Music)educator)conferences)and)music)tradeshows.!Messaging!will!stress!the!value!of!creating!a!Musicking!account!for!both!students!and!teachers.!For!students,!we!stress!the!value!of!staying!active!in!music!throughout!your!life,!and!the!value!of!

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the!Musicking!Timeline!(which!can!be!set!to!private)!for!making!effort!and!progress!more!tangible!to!students.!For!teachers,!we!talk!about!the!practicalities!of!offering!online!private!music!lessons,!and!stress!the!value!of!registering!as!a!teacher!on!our!site!for!finding!new!business!and!demonstrating!expertise.!!We!would!ideally!like!to!focus!on!events!for!musicians,!private!music!teachers,!and!adult!learners,!but!further!research!will!help!us!understand!where!best!to!focus.!!!We!will!assign!a!budget!of!$5,115!to!cover!the!cost!of!researching!and!exhibiting!at!2!events.!!

Online'Promotions')Paid)advertising:)We!will!use!a!Google!Adwords!campaign!to!target!relevant!search!keywords,!setting!aside!a!budget!of!$11,475!to!research,!buy!and!monitor!ads!for!one!year.!)Social)media)hashtagRofRtheRmonth:)As!part!of!our!routine!community!management,!we!will!also!come!up!with!at!least!one!new!theme/hashtag!a!month!–!for!example,!“To!read!or!not!to!read?!#MusicNotationAndMe.”!Users!will!be!encouraged!to!share!their!thoughts!and/or!recordings!on!Twitter,!Facebook!or!Instagram!using!this!hashtag.!!This!tactic!relies!on!users!to!promote!the!website!to!their!own!networks,!while!providing!content!that!is!engaging!and!interactive.!As!with!the!example!above,!inoffensively!controversial!topics!that!cover!the!diversity!of!musical!backgrounds!might!prove!particularly!effective!in!soliciting!comments.!!We!will!assign!a!budget!of!$12,000!over!one!year!for!a!community!manager!to!create,!promote!and!manage!these!campaigns.!!!Musicking)Together)Virtual)Collaboration)Contest:!This!campaign!will!be!aimed!at!any!musicians!over!the!age!of!18,!but!with!the!primary!goal!being!press!coverage.!In!addition!to!our!regular!messaging,!we!will!also!use!this!campaign!to!promote!a!better!understanding!of!Creative!Commons!licensing.!!

!The)campaign:!we!will!commission!a!songwriter!to!write!a!song!consisting!of!lyrics,!melody,!and!basic!harmonic!arrangement.!We!will!also!pay!the!songwriter!or!another!musician!to!record!a!video!of!it.!We!will!post!the!video!on!YouTube!with!a!Creative!Commons!Attribution<NonCommercial!license,!and!issue!the!following!invitation:!!!For)musicians:!Record!yourself!performing!along!to!the!original!video.!Any!type!of!contribution!is!fine!–!vocal,!instrumental,!interpretive!dance…it’s!up!

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to!you!!Upload!your!video!to!YouTube!or!your!audio!track!to!SoundCloud,!add!the!tag!“MusickingTogether,”!and!include!the!following!text!in!the!description:![Creative!Commons!Attribution!license!covering!the!recording!+!Creative!Commons!Attribution<NonCommercial!license!covering!the!song!itself,!with!appropriate!legal!wording].!!!For)producers:!Search!YouTube!and!SoundCloud!for!the!tag!“MusickingTogether,”!and!use!the!recordings!to!create!your!own!mix!of!the!song!!Upload!your!mix!to!YouTube!or!SoundCloud,!and!include!the!following!text!in!the!description:![same!license!information!as!specified!for!musicians].!Also,!for!each!contribution!you!used,!list!the!contributor’s!user!name!and!a!link!to!the!original!material!on!YouTube!or!SoundCloud.!Remember,!they’ve!given!you!permission!to!use!their!recordings,!but!only!if!you!give!them!credit!!

!The!contest!will!be!promoted!as!much!as!possible!in!the!media!(social!and!otherwise),!and!directly!to!music<making!communities.!Promising!recordings!will!be!Tweeted!with!the!hashtag!#MusickingTogether.!Winners!will!be!chosen!from!among!the!mixes,!and!the!producer!and!each!contributor!will!win!a!year’s!free!website!subscription,!as!well!as!special!branded!merchandise.!!!!We!will!consult!with!a!lawyer!regarding!our!interpretation!of!copyright!law,!but!we!believe!this!will!allow!others!to!legally!record!and!remix!the!song!while!we!retain!the!license!to!use!it!for!commercial!purposes!(according!to!the!terms!of!our!contract!with!the!songwriter),!while!also!legally!allowing!us!to!use!the!community’s!contributions!for!our!own!promotional!purposes.!!!Winning!videos!will!be!required!to!cite!each!of!their!sources!as!per!their!Creative!Commons!license.!Improperly!licensed!mixes,!and!mixes!including!improperly!licensed!contributions,!will!not!be!considered!!as!contest!entries.!!The!legal!implications!of!the!Creative!Commons!Free!Culture!license!will!be!explained!in!the!contest!rules!in!plain!English:!!!

Using!the!license!above!means!that!you!can’t!legally!refuse!us!the!right!to!use!your!mix,!even!if!we!use!it!to!promote!our!website.!!!If!you’d!rather!use!a!different!type!of!Creative!Commons!license!for!your!mix,!that’s!fine,!but!it!means!your!mix!won’t!be!considered!as!an!entry!in!the!contest.!!Don’t!forget!that!it’s!still!illegal!for!you!to!sell!your!arrangement!of!the!song,!or!use!the!song!for!any!other!commercial!purpose.!You!are!free!to!distribute!your!arrangement!non<commercially!regardless!of!the!license!you!choose!to!use.!

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We!will!assign!a!budget!of!$6,075.!This!will!cover!the!commission!fee,!hiring!the!songwriter!and!a!videographer/editor!to!shoot!the!initial!video,!and!hiring!a!publicist!to!promote!the!contest!for!6!weeks.!

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LABOURUNITS RATE

hrs, days, wks, mths $ COST per unit PRODUCER(S) 0 ACCOUNTANT / BOOKEEPER 0 MARKETING CONSULTANT(S) (specify) 0

RESEARCHER(S) research, contact and and follow up with local music clubs and communities 120 Hours 25 3,000

RESEARCHER(S) research and apply for exhibit space for 2 conferences 5 Hours 25 125 RESEARCHER(S) research and monitor AdWords campaign 120 Hours 50 6,000 WRITER(S) 0 DESIGN LABOUR 0 ANIMATION LABOUR 0 PROGRAMMING LABOUR 0 VERSIONING/TRANSLATION 0 WEBMASTER 0

COMMUNITY MANAGER 1 community manager working approximately 20 hours a month for one year on hashtag-of-the-month promotions 240 Hours 50 12,000

PUBLICIST Publicity for the Musicking Together collaboration contest 6 Weeks 500 3,000 MARKETING SPECIALIST 0 MEDIA RELATIONS SPECIALIST 0 FOCUS GROUP(S) 0 SALES PERSONNEL 0 SONGWRITER Fee to commission a song for the Musicking Together contest 1 Flat Rate 2,000 2,000 VIDEOGRAPHER/VIDEO EDITOR Shoot and edit the initial Musicking Together contest video 4 Hours 100 400MUSICIAN Songwriter to record his/her original song 2 Hours 50 75LEGAL ADVICE ON COLLABORATION CONTEST COPYRIGHT COMPLIANCE AND MANAGEMENT 3 200 600

TOTAL LABOUR $27,200

EQUIPMENT AND MATERIALS

DESCRIPTION UNITS RATE(provide detailed description of equipment) hrs, days, wks, mths $ COST per unit

COMPUTER WORKSTATIONS (specify) 0 DIGITIZATION and SCANNING EQUIPMENT 0 DATA STORAGE DEVICES 0 SOFTWARE LICENCES (specify) 0 ADDTL. SUPPLIES and MATERIALS 0 OTHER (specify) iPad kiosks for tradeshow booth 2 150 300

0 TOTAL NEW MEDIA EQUIPMENT AND MATERIALS $300

WEBSITE: SERVER EXPENSES WEBSITE: ADDTL. SOFTWARE WEBSITE: ADDTL. MAINTENANCE OTHER (specify)

TOTAL EXPLOITATION & MAINTENANCE $0

MARKETING, PROMOTION, PUBLICITY

OTHER PROMOTIONAL MATERIAL COLLATERAL MATERIALS INTERACTIVE / WEB ADVERTISING 5,475 TV ADVERTISING PRINT ADVERTISING RADIO ADVERTISING OUTDOOR ADVERTISING SPONSORSHIPS ANCILLARY PRODUCTS TRADESHOWS/CONFERENCESExhibition fees For 2 events 1,200Posters/banners 350 OTHER (specify)

Instructions: Equipment and software must be pro-rated AND amortized at market value for duration of use on project

QUANTITY

TOTAL(provide detailed explanation)

TOTAL CATEGORY

CATEGORY NOTES QUANTITY TOTAL

CATEGORYDESCRIPTION

Google AdWords campaign averaging $15/day for one year

CATEGORY DESCRIPTION TOTAL(provide detailed explanation)

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TOTAL MARKETING, PROMOTION, PUBLICITY $7,025

ADDITIONAL ADMINISTRATION

ADDITIONAL OFFICE RENTAL OFFICE-MISC. EQUIPMENT OFFICE-TELEPHONE OFFICE-DELIVERY OFFICE-PHOTOCOPY OFFICE-OTHER SUPPLIES TRAVEL / LIVING EXPENSES (specify)-flights 1,700-hotels 1,200-per diem 240 BANK SERVICE FEES INTERIM FINANCING OTHER (specify)

TOTAL GENERAL & ADMINISTRATION $3,140

$37,665

CONTINGENCY 3,767

2 round-trip tickets to North American destinations2 stays, 2 nights eachper diem for 2 trips, 3 days each

Travel to two music conferences.

(provide detailed explanation)

Instructions:Costs in this section must be specific to the project, everyday company costs are exempt

CATEGORYDESCRIPTION

TOTAL

not less than 5% or GREATER THAN 10% of SUBTOTAL

SUB-TOTAL

Conclusion'!Musicians!are!notoriously!difficult!to!sell!digital!products!to.!However,!given!its!appeal!to!a!broad!range!of!music<makers,!Musicking.com!will!be!in!a!much!better!position!than!most!digital!products!in!this!category!to!attract!and!retain!a!broad!user!base.!Our!Timeline!and!Virtual!Events!represent!an!innovative!approach!to!online!music!learning!that!will!benefit!self<taught!musicians,!music!students,!and!professional!teachers!alike.!They!will!be!the!starting!point!for!building!a!broad,!diverse!musical!community,!while!specific!learning!needs!and!musical!niches!can!find!expression!in!user!groups!and!forum!discussions.!!There!is!clearly!a!widespread!interest!in!the!music!learning!and!music!making!as!social,!communal!activities,!as!demonstrated!by!both!the!vibrancy!of!many!online!music!forums,!and!the!popularity!of!activities!like!pub!ukulele!nights.!Musicking.com!will!be!well<positioned!to!tap!into!this!enthusiasm,!becoming!an!online!hub!for!music!teachers!and!music!learners,!helping!to!sustain!people’s!interest!in!a!long<term,!active!engagement!with!music!making.!!!!!!!!!!!!!!!!!!!!!!!!!!!

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