BP by PGL

College of Interactive Arts







Business Plan



DECEMBER, 2003









The College of Interactive Arts; an aggressive education company, catering to

the Indo-Asian and Canadian students. We are currently seeking additional

development financing as equity investment for the Game Art Animation and

Design-GaaD-Kit. The following is the outline of a progressive company plan

that can provide insight into product development for franchise and marketing.









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CONTENT INDEX

1. EXECUTIVE SUMMERY 3

 Introduction

 Background

 Concept

 Objectives

 Management

 Marketing

 Finance

 Vision

 Conclusion



2. PRESENT SITUATION 6

 Market Environment

 Location

 Product and Services

 Pricing and Profitability

 Customers

 Distribution

 Financial Resources



3. FINANCIAL PROJECTIONS 8

 Use of Funding Proceeds

 Financial Reports

 Financial Projections



4. OBJECTIVES 9

 Business Goals

 Rational

 New Market

 Position for growth



5. MANAGEMENT 11

 Management Team Overview

 How we started

 Core Team

 Team Overview

 Outside Support

 Board of Directors

 People/ Talent we require



6. PRODUCT/ SERVICE DESCRIPTION 13

 Current Programs/ Courses

o Diploma in Game Art Animation and Design

o Diploma in Character Animation

o Advanced Diploma

o Continuing Education

 Affiliation

 Pay Back

 Key benefits of the product

 Product Life Cycle

 GaaD-Kit overview









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7. MARKETING 15

 Live Events and E-PR

 Selling Tactics

 Milestones

 Customers

 Incubator Cell

 Indo-Asian Office

 Competition



8. Technology Development 18

 Technology team

 Hiring in-house v/s outsourcing tech team

 Research & Development

 Development Environments



9. CONCLUSION 20

 Conclusion

 Summary





APPENDIX

 New Media Revenue in BC 21

 BC, Alberta & Seattle Studios 22

 Financial(available on request) 24

o Income statement

o Balance Sheet

o Income Analysis Mar03





PS:

Detailed over 300 pages entertainment industry Market Report, 200 North American games

related schools SWAT and Complete New Media BC Industry survey 2003 is available for further

discussion



Also details of Animation film and game development team profile, experience and projects

concept awaited for funding can be furnished.









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.

1. EXECUTIVE SUMMERY



Introduction

 CIA now intends to capitalize on the immediate opportunities for growth in the explosive

market by packaging our unique courseware, processes, policies and real-time content to

cater a growing Indo-Asian market of gaming education.

 CIA plans to expand operation using unique franchise model along with DX growth,

significantly multiplying the number of franchise school network.



Background

About the Industry

 The game industry now leads even the film industry in market share of the worldwide

entertainment dollar. Competition is fierce and extraordinarily guarded.

 Growth is expected to be exponential and in Vancouver alone it has been announced that

thousands of jobs will be created over the next few years and will maintain consistent double-

digit growth rates.

 Demand for the qualified game developers is increasing. Entry into the industry is difficult but

the opportunities have never been greater

 According to statistics*, the current gaming market of US$35 billion dollar Industry is

expected to grow at a rate of 10% per annum.

(* source web research)

CIA Research

 There is huge potential and man-power, which is motivated and needs to be directed into the

domain.

 In the past two years CIA has gathered the attention of thousands of Asian students

concerning the potential of the gaming industry. CIA expects to have a large number of

students from China join the school in September 2004.

 CIA has studied concerning the demand for professionals in the Asian market. China and

India are among the fastest growing in computer hardware and software development.

 Due to the cost of living and currency conversion it is challenging for students to study abroad.

However due to the lack of experienced instructors, quality updated content is lacking in the

Indo-Asian market.

 Students are willing to take the program. We can offer them the best possible and most

frequently updated course contents at there home country with less expenses but similar

quality.



Concept

CIA‟s target market includes;

 Existing Indo-Asian animation schools with there own set up and classes willing to start

gaming program

 Canadian students for 1 year program in Gaming

st



 Animation studios entering into the game arena (local/ Asian/ Indian)

 Canadian/ Asian/ Indian student for the 2 year program

nd



 Age group could be from 18-35 year students to professionals who are at pace with the latest

in information technology

 This combines current market of early adapter‟s, high school fresh graduates and industry

professionals.





Our competition is just now entering the market. Since our product takes a completely

different approach, we succeed in supporting our competitors in the Indo-Asian market by

providing them with GaaD-Kit, making them a franchisee.









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 Our strategy for dominating the competition is through the continued development of both

content and technology advancement.

 Future updates will be strategically designed such as, promoting our own proprietary

characters. This will create future brand building and capture the interest of our audience.

 We are confident our current students as well as consecutive students will attract the

attention from prospective employers, due to the quality of work being produced.

 Having a strong connection in China and India gives us an advantage; we‟ve found a niche

others have not been able to capture.

 We have just completed initial phase with Private Post Secondary Education committee

(PPSEC) – The guidelines and formalities which they hold has taught us of the a quality of

the education process. The response from the students about our quality content and

instructors is encouraging.

 We are currently offering both streaming character animation and game design, strategically

we want to focus on both; Game Design covering creative and process, and Game

Programming covering technical side.

 In addition to these programs we will continue offering the course modules (credits) or

electives as independent part-time courses

 CIA has been experiencing the movement of the interactive entertainment industry. With a

prime focus on the GaaD-Kit for the Indo-Asian markets, CIA plans to take advantage of

Vancouver‟s growing game industry and to capitalize on current Indo-Asian market

opportunities.

 We believe this approach will generate a tremendous amount of interest through the game

industry

 Relationships with the leading developers, publishers and gaming organizations like Siggraph,

IGDA, and E3 etc. will support for the growth and accomplishment of our goals in the Gaming

Education Industry



Objectives

 To accomplish our goals we have developed a comprehensive plan to intensify and

accelerate our market.

 Our current objective is to position CIA into a most dominating market position in course

development for Gaming

 We strongly intend to take a strategic partner, either an IT company or game company who

can guide us to the next level.

 Engineering and development of GaaD-Kit

 Solidarity relationships with strong strategic partner and developers/ publishers/ schools/

technology leaders

 Tie up with G4 (Gaming TV Channel), Gamasutra, IGDA and other organizations for GaaD-

Kit weekly market updates.

 We also have the intention to do strategic alliance with one of the leaders for technical

support and brand identity etc among Microsoft, Sony, Nintendo, or Nokia.

 We will refine our course content, for Asian/ Indian market and will do the unique packaging

of the same. We will prefer to do our packaging through our investor portfolio company, so

that we can still have our prime focus on continuous updating and refining course content

 We feel within One year GaaD-Kit will be ready for even greater expansion or an initial public

offering.

 GaaD-Kit franchising

 Expansion into Indo-Asian markets (India/ Taiwan/ China)

 Set up CIA representative offices, one each in Taiwan, China, and India for PR, student

recruitment and GaaD-Kit.

 Organize a series of campaign/ events line in order to maximize the number of students and

educate them about market growth.









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Management

Our Management team consists of the following;



David Liu, President of CIA, is a co-founder of the Institute of Digital Arts, an accredited private

post secondary institution, and did studies in Communication Arts at the School of Visual arts in

New York City (a U.S. accredited post secondary institution). He is an educational entrepreneur

with strong knowledge, background and contacts in the gaming industry.



Steven Yang, Vice President of Finance, Operations and General Manager of CIA, is a partner

and co-owner of the College. A graduate in Engineering from the University of Akron, Ohio (M.Sc.

Mechanical Engineering), Mr. Yang spent four years as an engineer with Khyber Technologies

Corporation, Fairlawn, Ohio USA and SNC-LAVALIN Engineers & Constructors, Inc., Vancouver.

He is currently a producer at Image Jungle Production Inc., in Richmond, B.C.



Vikas Tomar, CEO has a Computer Sc. & Engineer Degree from MSRIT and 3D Animation

Diploma from VFS. He spans a career with companies such as Vision Works, NetAcross, Rediff,

NetMedia and Data Access., building and managing on Techno-Creative front. Vikas is pro-active

in leading the strategic front at CIA.



Marketing

 Overall CIA Vancouver can be classified as the most organized and updated courseware

GaaD-Kit Company, with prime implementation in Indo-Asian market.

 The fundamental difference in our marketing strategy is that we have the prime movers

advantage in the very focused Gaming Education schools

 Our GaaD-Kit is bundled with a streaming broadcasting feature from CIA Vancouver, which is

one of the fastest growing development communities. (Refer to Appendix of list of games

companies in this geographic area.)

 Also, as we are targeting Asia and India as a strong future market. Recently Microsoft

announced that Xbox is moving into new territories this year, bringing the unique Xbox

experience to gamers in Korea, Hong Kong, faster than any other gaming platform in history.

As well Sony is gearing up to launch the PS2 in China this December. Home to 1.3 billion

people, China has the potential to be an explosive market for any company.



Finance

 In addition to our invaluable and intellectual property in game courseware, based on

conservative estimates, CIA asset base approximates $500,000 including cash, receivables,

equipment and assets



Vision

 CIA long term strategy is key to the future of interactive gaming education

 CIA is very aware of the changing face of the industry, and is constantly preparing for the

future by interacting with local game companies.

 Our course content presented, using our proprietary characters/ property, will be archived at

the highest possible levels for re-purposing in a future interaction of the medium. Possibilities

might include a part of another platform, interactive television, 3D holographic projections and

forms of new media that have yet to be invented.

 Our proprietary kit using the most advanced technologies is ideally suited for the delivery via

interactive television and VR based programs yet to come in the future.

 Using GaaD-Kit‟s proprietary characters, along with our relationship with DX we will be able

to continue producing content on an on-going basis for future platforms, etc. which will be

very much commercially viable as there will be contribution from Co-op students.



Conclusion

CIA is ready to take the advantage of Education institute experience in Canada and share this

experience & profits with the Indo-Asian market







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2. PRESENT SITUATION



Market Environment

 This fledgling Industry is only now beginning to be taken seriously by investors and market

forecasters. There was major drop in funding since the internet bubble burst four years ago.

Fortunately now venture capital market in America is again starting to invest in IT since the

last 6 months.

 CIA is poised on the cutting edge of a rapidly changing growth interactive entertainment,

better positioned then other school who are just now starting interactive entertainment

courses focusing on smaller groups of students.



Location

 CIA is just a short walk or transit ride from Mainframe Entertainment, Radical Entertainment,

Electronic Arts, Relic, Rock star and many other interactive game companies. These are

some of the most prestigious and creative game developers and animation companies in the

world.

 Students are delighted with our modern classrooms, student lounge, natural lit art studio,

computer labs, student resource library and interactive play area. The campus surroundings

provide students with interaction and an immense creative energy.

 Currently the revenue has come from the five batches of students and development services

offered by our sister company, Dimension X (DX). Although to improve the quality of our

student CIA offered 10 scholarships to our current class.

 CIA currently has the capacity to accommodate up to 200 students.

 Due to the lack of marketing funds and an increase in burn rate, since moving to a larger

location, another investment has been taken from a third silent partner.

 Currently one of the key members on the board of CIA has his own infrastructure in Delhi-

NCR which with a small investment can be converted into a campus including boarding with a

capacity of more the 200 students.



Product and Services

We currently have

 Diploma in “Game Art Animation and Design” or “Character Animation” which is intensive full-

time, 12-month program.

 Advanced Diploma - a two-semester program that guides students through the planning and

production of animation or interactive entertainment project

 Continuing Education – Allows to focus on one subject or another as part time courses





Pricing and Profitability

 The demand for the gaming professional is increasing, as for our model is very much

scalable, therefore total number of students will increase. As market awareness grows

among Indo-Asian market, profitability grows.



Customers

 Local We are getting stimulating response from our local students. Soon acceleration from

PPSEC will allow high schools students to take government loan to study at CIA.

 India The promise from the enthusiastic agents from India is to divert close to 50 students this

year. Two identified investors have shown inclination for franchisee

 China Currently we are in the process of tying up with the largest agent in China, sending

thousands of students to Canada every year.

 Taiwan A lawyer connected with CIA is working on changing the military law, which will divert

them for education at CIA, rather then being forced to be in military.









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Distribution

 We will be opening CIA offices each in India, China & Taiwan to co-ordinate for our student

hiring as well as GaaD-Kit sales and implementation

 Weekly/ daily, all kit users will be continually synchronized with CIA, Vancouver





Financial Resources (as on Dec 2003)

 Current cash availability is $100,000

 Current ratio is :

o Assets/ Liabilities 10:9

o Our quick ratio is (cash equivalents + accounts receivable + notes receivable)/ total

current liabilities = 10:0.5









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3. FINANCIAL PROJECTIONS



Use of Funding Proceeds

 CIA has developed a very refined courseware for games, which is leading edge and unique

pioneer in its own make in the industry.

 In order to service the identified target markets and the potential markets signified capital

infusion is required.

 Specifically, the required $ 1.3 million will be allocated appropriately to

 Marketing, Ad & PR $ 200

 IT, Resources, R&D $ 200

 Opex–6 months $ 300

 India, China & Taiwan Office $ 300

 GaaD Kit $ 300



Financial Reports

 Enclosed appendix contains historical and current figures (as of Dec 03) and projections.

o Income statement

o Income Analysis Mar03

o Balance Sheet



Financial Projections

Projecting returns in a growth industry is difficult to predict. According to market forecasters and

experts, gaming market is expected to double in the next 5 years

 Awareness among the end users is increasing about the impact it will have, including

education

 In the near future new media ability to bring 3D projection on a home theater will eventually

make it the more dominated form of everyone‟s most preferred entertainment media

 In this kind of growth industry, financial projections can be difficult to make. A long term track

record has not yet been established, although all signs suggest massive growth.

 With the success of the video game market and sales in the billions game companies are

expending. Refer to appendix New Media BC report for details

 Next 2 years we expect the revenue exceeding 1.5 million USD from local and Indo-Asian

market, which can exceed 2 million with long term marketing and PR.

 Sale and franchisee of GaaD-Kit, beginning fall 2004 can generate another 1 million USD









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4. OBJECTIVES



Business Goals

The business goals of CIA, in order of their importance are as follows:

 Quality Product: CIA wants to demonstrate products of highest quality kit as our greatest

strength.

 People: The people who we have identified and short listed are the best in their fields, and we

not only utilize their specific industry skills, we incorporate their spread talents into our

organization vision.

 Client Satisfaction We are fulfilling market demand that others in the field will find difficult to

meet, because of our scalable and distributive model.

 Frequent Updates: Considering changes in the industry with such a fast pace, updates in

contents including live streaming content will be the way to stay ahead of competitors

 Management: Up to now, our company has been self-managed, but we realize the need for a

special type of developer management structure as growth takes hold. Also as it‟s a young

industry we will encourage more and more Sr. management team from the young generation

 Profits: We must remain profitable to sustain the company in this rapidly changing industry

with our products.

 Growth: We realize the vital importance of growth at this phase in the marketing cycle of the

kit. We would like to take CIA public with in 2 years. Our intermediate plan includes employee

and market share growth to accomplish our goal of producing unique product.



Rational

 We have built expertise in game design course contents refinement and customization

through our experience with our 5 batches of students.

 Our product is innovative, marketable and distributive because we have industry experience,

technological and management savvy to stay on the leading edge in a rapid changing

industry.



New Market

 The market for GaaD-Kit will be comprised of the “early adapters” of gaming educators who

are open to teaching the latest in interactive entertainment industry

 As the gaming market is expanding to become the fastest-growing segment of the

entertainment industry so the need for the skilled and well qualified gaming graduates is

increasing.

 Gaming is certainly not designed to replace linear film, with the advent of Hollywood; movies

did not replace the traditional media, now in fact they are more complementary. Movies

remain a worldwide form of entertainment even after 80 years of film history.

 Similarly gaming will be a never-ending alternate for entertainment with most unpredictable

technology enhancement in technology. Market is not even matured yet to anticipate the

future, promising growing demand of R&D and education in gaming.



Position for growth

 Understand course content, competition and industry

 Refine course content further

 Develop kit for scalable revenue channel

 Achieve short-term goals utilizing agents network to identify students while strategically

planning for long-term

 Monitor and manage product life cycle

 Balance team/ management/ business goals

 Transition from single-point to distributed management

 Hire the best possible (affordable) talent

 Grow to 40 employees







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 Continue to develop our vision

 With in the next year we can place GaaD-Kit as most preferred Game Education kit by all

leading animation education institutes in Indo-Asian market.

 We expect to develop a market niche dominated by CIA.

 We expect to sell on average 1 GaaD-Kit license every month beginning Fall 2004









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5. MANAGEMENT



Generally Management of many is the same as management of few. It is a matter of organization.

– Su Tzu, The art of war

Management Team Overview

Our Management team consists of the following:



David Liu

He is the President of the College of Interactive Arts, which he founded in 2001. In 1998, David

co-founded Richmond B.C.'s first animation school, the Institute of Digital Arts (IDA). Through his

direction and vision IDA experienced an increase in student enrollment from eight students in its

first semester to 100 students annually. The success of this new enterprise caught the eye of the

Arts Institute, a large American Corporation with over 110 locations worldwide, which then

purchased IDA in 2001. David's background spans a career in animation and game development.

He was contracted as a head animator for one of BC's largest animation companies, Mainframe

Entertainment. Some of his work credits include Beast Wars, Wierdos and War Planets. He is

presently serving as an executive consultant in the development of 3D Game and Animation

Production teams in Shanghai, Beijing, and Taipei.



Steven Yang

He holds a Masters degree from the University of Akron, Ohio, and serves as Vice President of

Business Operations at the College of Interactive Arts. His background includes teaching

University level and co-founding Image Jungle Productions in 1998. Under his direction as

executive producer, Image Jungle Productions quickly landed contracts with advertising agencies

in Vancouver, Toronto, and Taiwan. Image Jungle Productions‟ works include television

commercials, info commercials and documentaries that have appeared on many local and

international television stations including MTV. Steven currently serves as a director with the

Taiwanese Canadian Culture Society, and he is Past President of the Youth Group of Tzu Chi

Buddhist Compassion Relief Foundation. His analytical approach to business and his charismatic

style have made him a sought–after public speaker. He has delivered key addresses to

thousands of audiences in various events.



Vikas Tomar

He is formally Visual effects supervisor at CIA and DX. But his responsibilities are of a CEO and

have derived new strategy & business plan for fund raising as well as to position & promote CIA

in the global market, with prime focus on India.

He began career as director special effects with Apple authorized digital studio to serve digital

video services for Hollywood industry, followed by SGI partner NetAcross as Sr. visualizer. Later

served Indian IT pioneers including Rediff, NetMedia and Data Access.



As core team member for these start-ups, his expertise reflected in forming & managing teams

with pro-active participation on techno-creative front, especially in streaming & gaming production

management. Utilizing his entrepreneurship skills he served several other new media companies

as co-founder or advisory board, also taught university level new media courses to Computer

Sc.Engineering students.

In last decade served clients like Airtel, Bharti, Birla, British Airways India, DD, GM India, HCL

Infosys, HP India, JK, L&T, Maruti, Oberoi Hotels, Ranbaxy and Telestra just to name few.

He holds degree in Computer Sc. Engineering from MSRIT and 3D Animation & visual effects

graduate followed with Producer course from VFS, Vancouver.



 In addition, our advisory council offers outside management advice and consultation. They

provide tremendous support for techno- creative and strategic decisions.

 Our very basic management team is in place, however as CIA expands we certainly intend to

bring in as many dedicated talent including senior level positions







- 11 -

How we started

 CIA was founded on 30 Mar 2001 by David Liu. Steven Yang joined after 1 year with equal

th



investments, followed by Vikas Tomar, who is thrilled to be associated with CIA since

September 2003. In October we sold major shares of the company to another silent partner.



Core Team

 There are a total of 18 people including 4 key people – Cliff, George, Jimmy and Rae



Cliff Garbutt, Senior Curriculum Advisor (Game and Animation Division)

Mr. Garbutt, a 1984 Fine Arts graduate of Emily Carr College of Fine Arts and Design, is an

accomplished digital animator with 17 years experience in the field.



Jimmy Ockey, Program Manager and Instructional Supervisor, Game and Animation Division,

holds a Digital Arts Mastery Diploma, from the Center for Digital Arts and Sound. He has been

involved in 3D animation since 1998, working with Mainframe Entertainment, a producer of CGI

animation for television, feature film and interactive media.



George Lee, Technical Services Manager at CIA, is a graduate in computer applications with

some graduate work in that field with experience as a computer analyst in a number of business

situations.



Raymunda Mancao, Financial Services Manager of CIA. A university graduate (Bachelor of

Science in Commerce major in Accounting) from the University of San Carlos, Cebu, Philippines.

Ms. Mancao has performed various accounting and managerial responsibilities during 8 years of

involvement with companies that include single proprietorship, partnership and corporation

companies.



Team Overview

 List all instructor can be produced on request, most of them are currently working full time

with leading animation and gaming studios in British Columbia.



Outside Support

 Our advisory council includes highly qualified business and industry experts. They assist our

management team in making appropriate decisions in order to take the most effective action.

Outside support includes Chuck Johnson, Phil Mitchell and few more



Board of Directors

At this stage we have to restructure the BOD and Management team with investors



People/ Talent we require

 CIA development team recognizes that additional staff is required to properly support

marketing, sales, system admin, and support functions.

 Currently, CIA is composed of 18 people; a total of up to 40 will be required to meet the

demands of the projected market over the next 2 years. Our company expects to expand in

the following directions, hiring more talents:

o Management 2

o Content mangers 2

o Kit production team 5

o Marketing & PR 2

o Admin & HR 3

o Financial 2

o Indo-Asian Offices 6









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6. PRODUCT/ SERVICE DESCRIPTION



Current Programs/ Courses

 Diploma in Game Art Animation and Design- This is an intensive full-time, 12-month

program that covers the most important areas of game design. The program is designed for

students who want to combine artistic expression with hands-on skills in the technology used

in interactive games. The industry, which focuses on games designed for Playstation, X-Box,

Game Cube and PC, is expanding. Increasingly, games are played on the Internet. The

Game Art, Animation and Design Program aims to give students flexibility to enter either area

of gaming.

 Diploma in Character Animation - This program provides students with the tools,

techniques and skills essential to professional character animation production for film, TV and

video. The industry-based curriculum integrates fundamental animation concepts with the

creative use of Disney animation techniques. Students will breathe life into their characters by

using high end 3D software programs such as Maya and XSI to create 3D animation.

Traditional art skills taught include life-drawing, painting, sculpting and classical animation

techniques. Students learn content creation skills through cinematography, character design,

storyboarding and layout

 Advanced Diploma - Project Development is a two-semester program that guides students

through the planning, production and presentation of a substantial, high quality animation or

interactive entertainment project. Students entering the program will have already completed

a one-year diploma in either animation or game design, a combination of both areas, or an

equivalent program. They will advance with the skills they learned in their first year of study,

employing creative problem solving techniques. They will bring an original idea from a rough

draft and storyboard, through a detailed planning stage, though development and revision, to

the point where it could be presented professionally to an investor or employer.

 Continuing Education – Allows people to focus on one subject or another



Affiliation

PPSEC

 The Private Post Secondary Education Commission (PPSEC) provides consumer protection

for students attending private post-secondary institutions in BC, through mandatory

registration and voluntary accreditation of these institutions. Accreditation evaluates and

recognizes standards of integrity and educational competence.

 Currently, all appropriate legal requirements have been met including all appropriate licenses.

We have currently applied for accreditation and are in the process. This will allow students to

apply for government student loans.



University

 We are currently working on the possibility to recognize our students with a leading university

for their credits system.

 This will allow our courseware to be transferable into there credits system and CIA graduate

to continue their studies in that university for a degree and later can aim for master‟s degree.



Pay Back

 We are getting good response for Game Art Animation and Design program, without

marketing funds. We have plans to promote Advance diploma and part-time courses soon.

 There is going to be a one time license fee ranging within 50K and a retainer ship fee, based

on total number of students using the package, which may range approx. 2K/ student per

year.

 As these are very reasonable in price range, it will be easy to capture the mass market.









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Key benefits of the product

 The major benefit for customers of our GaaD-Kit is entirely game-like extranet with complete

up to date course curriculum, white papers, market reports, survey and above all live

interaction with industry professionals working in British Columbia, greater Seattle and world

wide.

 Products with similar kind of information might take more then one year to develop and cost

them up to $500,000.



Product Life Cycle

 Because our work is leading edge, our product will be totally revised and upgraded annually.

In addition to weekly real time streaming content delivery



GaaD-Kit Course Curriculum overview

CIA title must be presented as interactive game to instructors, and the industry professionals

 Detailed Outlines

 Handouts

 Assignments

 Lectures

 Instructional Videos

 Tutorials

 Portfolio/ Demo Examples

 Proprietary 3D Characters

 Online game tournaments

 Textbooks & Websites contents & details

 Videos

 Live Events Streaming

o IGDA Meetings

o Maya & Discreet user group meets

o Siggraph chapter meets

 The proposed flow chart for GaaD-Kit process flow









.









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7. MARKETING



Marketing (Live Events and E-PR)

 General Position

o Expose media to the games industry‟s incredible growth, to get the attention of

students and animation professionals.

o Strategic marketing and publicity milestones GaaD-Kit

 Promotion

o Provide EPK‟s to all education animation institutes, agents, animation studios and

high schools

 Design and Advertising

o Design GaaD-Kit, as extranet, has the feel of multiple level, network game

o Offer distinctive Game look kit packaging.

 Publicity

o Interactive online publicity campaign for kit with on going live events

o Produce EPK‟s for distributing in Indo-Asian market

o Encourage the animation institutes in Indo-Asian region to promote with there

existing courses

Selling Tactics

The production milestone schedule will include communications and marketing elements. This

involves incorporating both simple and integrated steps into our production schedule. We will

schedule steps and projects that will generate abundant resources for advance publicity, market

anticipation and wider distribution.



Following is an outline

 Objectives

o Highlight our class 5 students experience, there skill sets, Interviews with most

instructors and there employee companies

o Identify short list and negotiate our target Indo-Asian prospects.

 Offering‟s Overview

o First serve first come basis

o Efforts may be co-sponsored by any Institutes, tech players like Sony, Nintendo

or Alias, Discreet, Etc.

o Sponsor smaller activities like game reviews and contests at high schools and

other events to gain attention of students.

 Promotion and Publicity

o Press release in Indo-Asian media publications

o EPK distribution

 Promotional Materials

o EPK‟s

o Existing Vancouver based schools promoting brochure

o Ad posters

 Advertising

o Indo-Asian local print and FM Radio advertising campaign

o Direct mails to Indo-Asian, studios, agents and high schools

o Distributors of game titles/ consoles

o Animation Schools

o User groups members

o Youth clubs

o On-line Game tournaments

 Coming Attractions

o Highlight upgrade of wish list to be added in version 2.0 kit for 2005 kit (release

fall 2005)









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 Direct Mails

o On-line PR, which highlights on announcements, upgrade releases, organization,

vision, etc.

o Trade Shows and speaker engagements

o CIA weekly streaming letter

o Advance futuristic game demo teasers and video‟s

 Press Release

o We will create a schedule for press releases corresponding to product news,

shipping releases and all major media events.

 Publicity

o A variety of publicity material will be compiled and constantly updated. This will

include screen shots, instructor‟s video interviews, publicity skills, standard press

kit and EPK.

o The most effective way to maximize the buzz and surrounding interactive gaming

market is through personal accessibility and making an abundance of marketing

materials available

o These are an integral part of CIA‟s successful publicity campaign

 EPK

o We will present GaaD-Kit as hybrid of standard software and game title format,

highlight the future of the game market and Vancouver‟s most prefered

destination for gaming professionals



Milestones

Proposed GaaD-Kit development milestone schedule

 Content index prepared

 GaaD-Kit photography

 Media events surrounds production and phases

 Logo and promotional video design

 Step by step making of screen captures

 News writing for PR, s/w usage, beta testing, including Adobe, QT, etc.

 Demo creation and DVD promotional video

 EPK

 Tradeshow, conference power-point presentations preparation

 Jewel case insert, registration card

 print advertisement, full page layout

 Suggested standee, poster and other design



Customers

Currently our target market is very well grouped into distinct segments

 CIA Vancouver :

o 1 year Diploma program - students from high income Indo-Asian families and local

Canadian students

o Advance Diploma student from Indo-Asian and local market

 GaaD-Kit

o Indo-Asian animation Schools

o Indo-Asian animation Studios

GaaD-kit targeted for students from mid-level inconvenient level family and professionals who

don‟t want to quit there existing animation related jobs to upgrade there skills in game career.



Incubator Cell

 Our PR and HR team will co-ordinate with the British Columbia, Greater Seattle, Alberta and

other overseas game companies for the recruitment and will guide the students to set up

there own companies who have entrepreneurship skills.









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Indo-Asian Office

 We plan to set up CIA representative offices, one each in Taiwan, China, and India for PR,

student recruitment and GaaD-Kit.

 Those will be just 2 person office, but with frequent visits and interaction with Management,

PR and marketing teams



Competition

 Enclosed appendix in market report have the list of schools which offer gaming/ animation

courses, very few schools with prime focus on “only Gaming education” None of them have

strong presence and connection in Indo-Asian market

 The USP of our GaaD-Kit is we support our competition and turn them into our partner. We

benefit from there income and we support them for there marketing.

 Some of the leading animation education studios are entering into Indian market, after

analyzing the maximum potential there. But due to INR and USD, they are finding difficulties

to actually gain profits, paying salary to there faculty equivalent to USD.

 We can still continue with most of the core team from the Indo-Chinese developer‟s team.









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8. Technology Development



Technology team

 The purposed team for technology packaging will be outsourced to Indian IT Company which

is economically and technically most preferred destination worldwide and also CIA core team

could focus on content creation rather then optimizing as extranet game.

 The contents we assemble, need to be packaged using experienced technology company

(find below key responsibilities of this team)

Area One

 Develop software system for content structure. This includes building or using content

management

 A large part of this area involves working with content creators to educate then for the

optimized use of technology tools and feasibility for achieving our goals.

 Alpha and beta-testing should be done by content managers or can be done on a formal

basis with industry contacts who have necessary skills for beta test

 Maintenance and customer technical support

o In-house maintenance/ tech support

o Any patch fixing to solve user problem

Area Two – Management of Software, Hardware and date

 A tool used to package out kit includes asset authority tools, project administration tools and

relevant tools.

 This team recommends appropriate toolsets and purchases with consensus planners

 In some cases propriety tools may be developed for in-house use if cost/ time effective

 Hardware system

o Used to build kit, includes PC work station, network „s, video and sound equipment.

The technology division recommends appropriate platform and makes purchases

after readers consensus with planners

o Configuration, Maintenance of Hardware, software and data

 Includes data back up, archiving and cataloging as well as software upgrade and licensing

management

 These tasks make up the jobs of system network and data administration

Maintenance Vender relations

 Acquire media used for daily operations including game titles, CD‟s, DVD‟s data cartridge

tapes. Other audio and video media used by the company.

Area Three – R&D of Enabling and Supporting Technology

 Planning the proper use of our content creative resources

 Striking the proper balance between make vs buy

 It‟s important for small technology team that we don‟t waste valuable time developing

technology that is readily available to us elsewhere.

 Maintain a library of software either developed or acquired by us to support title development

 Evaluate new technology for appropriateness for current and new development

 Maintenance knowledge regarding all the areas we develop technology for internal use

Area Four – Implementation and Training

The 2 people tech team must go for 1 week trip to client side for;

 Deployment kit installation and optimization of the performance of the kit at client site.

 Training for use and recommendations for optimize use.

 Testing at client side, with the existing set up and, then fine tuning for the most optimizing

performance of the product.

DVD disc mass production, printing, cutting and assembly of EPK and boxes, assembly with

jewel case, product box and shrink-wrap etc. will be outsourced.









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Hiring in-house v/s outsourcing tech team

 Our prime focus for course curriculum will remain same; therefore we prefer to outsource this

rd

work to 3 party most preferably to software development portfolio company from by some

investor, investing with us.

 Team will consist of director of Technology, Sr. S/W Design Engineer, S/W Design Engineer

2, System Administrator



Research & Development

 Evaluating developments in game, software development content management and

streaming technology.



Development Environments

 Currently we are operating using Windows platform. And will prefer to continue to develop our

product using the same.









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9. CONCLUSION



Conclusion

 Like the gaming education industry, CIA is young, growing and learning. We have a pleasant

and creative work environment, local interaction with game industry and geographical

location. Vancouver is the most pleasing with best lifestyle destination in the world, which

promotes satisfaction among the team members and students studying here.

 In summery, the goal of CIA is to balance high quality course curriculum process and

documents for game school, packaged as a GaaD-Kit and take innovative approach to grow

with the competitors, helping them to deliver the best most up to date gaming education to

the students in there home countries.



Summery

 CIA is a promising, thriving company ready to infuse growth capital into the business. We

must obtain project funding to take advantage of our current market position as an early

mover and continue to produce most updated, optimized, and appropriate course curriculum.

 Profits expected from this infusion of capital, already outlined in this plan, will allow our

company to realize our vision.

 Develop and pursue our unique GaaD-Kit for Game Education in Indo-Asian market.

Packaging the most compact knowledge and experience from the working professional of the

gaming industry.









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.

APPENDIX: New Media Revenue In BC



Following is the statistics abstracted from New Media BC 2003 Industry survey report:



Activities within the Content Sector



Game Development 4%

Animation 6% Web Development/ Web Design 31%

eLearning 12% Visual Effects/ Post-production 7%

Streaming Media 7% Digital Content Publishing 13%

Internet Mkt 14% Other 7%



Comparison of Content Sub sector by Age of Company

0-2 years 3-5 years 6-10 years 11+ yrs

Game Development * 11% 42% 32% 16%

Animation 11% 44% 30% 15%

Web Dev./ Web Design 31% 35% 23% 12%

eLearning 28% 26% 22% 24%

Visual FX/ Post-prod 19% 41% 28% 13%

Digital Content Pub. 31% 42% 19% 8%

Streaming Media 29% 46% 20% 6%

Internet Marketing 30% 42% 21% 6%

Other 27% 42% 15% 15%



Comparison of Content Sub sector Activities by Location

Lower Mainland Rest of B.C.

Game Development * 89% 11%

Animation 75% 25%

Web Development/ Web Design 67% 33%

eLearning 66% 34%

Visual Effects/ Post-production 85% 15%

Digital Content Publishing 70% 30%

Streaming Media 71% 29%

Internet Marketing 64% 36%

Other 76% 24%



Comparison of Content Sub sectors by Revenue Levels

Less than $100k $500k $5,000k

$100k to 499k to 4,999k and up

Game Development * 22% 22% 33% 22%

Animation 26% 15% 40% 19%

Web Development/ Web Design 47% 27% 21% 5%

eLearning 52% 16% 22% 10%

Visual Effects/ Post-production 40% 13% 37% 10%

Digital Content Publishing 63% 25% 11% 2%

Streaming Media 28% 34% 32% 6%

Internet Marketing 49% 22% 24% 5%

Other 62% 19% 15% 4%









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APPENDIX: BC, Alberta & Seattle Studios



GAME DESIGN INTERACTIVE ENTERTAINMENT

Air Games Wireless Inc. Air Games Wireless Inc.

Amaze Entertainment Amaze Entertainment

AurenyA Entertainment Group Bardel Entertainment Inc.

Basis Applied Technology Inc. Bento Box Media Inc.

Bioware Corp. Bioware Corp.

Cryptic Eye Design Brainchild Studios Ltd.

Cursivecode Inc. Brave Media Inc.

DSV2 Media Inc. Cryptic Eye Design

EA Black Box Digital Eclipse Software Inc.

Electronic Arts Canada Inc. DSV2 Media Inc.

Escape Factory Ltd. Electronic Arts Canada Inc.

Exile Interactive Inc. Exile Interactive Inc.

Flying Crocodile Inc. Fresh Karma Communications Inc.

Furious Entertainment Furious Entertainment

Helikon Technologies Inc. Helikon Technologies Inc.

Interbaun Communications Inc. Inphinity Interactive Inc.

Jarhead Games Inc. Jet City Studios

Jet City Studios Kalador Entertainment Inc.

Kalador Entertainment Inc. Lunny Communications Group

Ludicorp Research & Development Ltd. Mainframe Entertainment Inc.

Lunny Communications Group Natterjack Animation Co. Ltd.

Metaphase Media Inc. Nintendo of America Inc.

Nintendo of America Inc. Nintendo of Canada Ltd.

Nintendo of Canada Ltd. Noise Media Inc.

Noise Media Inc. Radical Entertainment Inc.

Piranha Games Inc. Piranha Games Inc.

POP! Multimedia Rainmaker Entertainment Group Ltd.

PopCap Games Inc. Relic Entertainment Inc.

Radical Entertainment Inc. Rockstar Vancouver

Relic Entertainment Inc. Thrive Media Inc.

Rockstar Vancouver Yummy Interactive Inc.

Sucker Punch Productions Saltmine Inc.

Thinklab Inc. Servoweb Technologies Inc.

Thrive Media Inc. Sucker Punch Productions

Valve Software LLC WXP Inc.

Wild Tangent Inc. Zombie Inc.

WXP Inc.

Yuhar Interactive

Yummy Interactive Inc.

Zipper Interactive Inc.

Zombie Inc.





.









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.

ANIMATION STUDIOS

2na Web Inc. Image Engine Design Inc.

Ad Graphics Infectious Entertainment Inc.

Ambient Media Inphinity Interactive Inc.

Artifex Studios Ltd. Interbaun Communications Inc.

Atomic Cartoons Inc. Jet City Studios

AurenyA Entertainment Group Joes New Media Garage Inc.

Axis Interactive Design Inc. Kootenay Web Weaver

Bakhen Grafix Kwota Creative Group

Bardel Entertainment Inc. LightRoom FX Inc.

Barking Bullfrog Cartoon Company Inc. Loaded Image

Basis Applied Technology Inc. Lost Boys Studios Inc.

Bento Box Media Inc. Lunny Communications Group

Blender Media Mainframe Entertainment Inc.

Boltakis Communications Inc. Mantaray Digital Studios

Brainchild Studios Ltd. MediaPlant

Brainwave Inc. Mediashaker

Brave Media Inc. Mercury Filmworks

Burnkit Creative Inc. Metaphase Media Inc.

Channel 88 Media Group MindMill Studios Ltd.

Circle Graphics and Design MVKA Productions

Click Factory Inc. Natterjack Animation Co. Ltd.

Cogent Media Noise Media Inc.

ConBoland.com Northwest Imaging & FX

Cone House Inc. Phinney/Bischoff Design House

Credo Interactive Inc POP! Multimedia

Cricket Works Design Group Inc. Pork & Beans Productions Inc.

Critical Fusion Interactive Media Inc. Primal Tribe New Media Inc.

Cryptic Eye Design Prospero Entertainment

Darkseid Designs Quiver Studios Inc.

Deconstruktiv Design Radiant Communications Corp.

Delaney and Friends Cartoon Productions Radical Entertainment Inc.

Dia Media Web Design Services Rat Creek Design

Digital Film Works RealWorld Media Inc.

DSV2 Media Inc. Redengine Inc.

eMedia Design Rockstar Vancouver

Everlasting Communication Inc. Runt Communications

Exile Interactive Inc. Snow Leopard Productions Inc.

Falcon Software Company Inc. Spectramedia Solutions

Floatingrock.com Inc. Spinwire

Formasa Technologies SS Media Company

FullFrame Productions STAR GLOBAL Advanced IT Corp. Ltd.

Fusion Creatives Inc. Studio B Productions

Girvin Inc. Tattoo Media Inc.

Graphically Speaking Services Inc. Thrive Media Inc.

GVFX TOYBOX Vancouver

Hire Calibre Graphics VisualVertigo Web Design Studio

Iconys Information Inc. VFX Digital Solutions Inc.

Id8 Design Group Vision Critical Inc.

IlluminArt Inc. VRX Studios Inc.

Illusion New Media West Wave Design

Illustrated Studios Yuhar Interactive

Zombie Inc.









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