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Presentation on creative business financing challenges at Europrix 2008 in Graz.
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Europrix 2008 Creative Productions Financing Pelkonen
1.
Creative productions and
financing: Some thoughts and learnings Tommi Pelkonen Business Consultant Finpro Hungary November 28, 2008 / © Finpro ry / 1
2.
•
Global organisation of international business and consulting Finpro in brief professionals (~350 experts in above 40 countries) • Works to help Finnish companies to succeed wherever they are / © Finpro ry / 2
3.
•
Global organisation of international business and consulting Finpro in brief professionals (~350 experts in above 40 countries) • Works to help Finnish companies to succeed wherever they are !quot;#$%& '()*)+#)& 3/(quot;+4%0& 56++6*7& (quot;quot;/*& ,+/)(+$2quot;8 ,+-.*/(0& +$%6*$2quot;+& )1')(2*)& )1')(2*)& / © Finpro ry / 2
4.
•
Global organisation of international business and consulting Finpro in brief professionals (~350 experts in above 40 countries) • Works to help Finnish companies to succeed wherever they are !quot;#$%& '()*)+#)& 3/(quot;+4%0& 56++6*7& PROCESS (quot;quot;/*& ORGANISATION ,+/)(+$2quot;8 ,+-.*/(0& +$%6*$2quot;+& )1')(2*)& )1')(2*)& / © Finpro ry / 2
5.
•
Global organisation of international business and consulting Finpro in brief professionals (~350 experts in above 40 countries) • Works to help Finnish companies to succeed wherever they are !quot;#$%& INSIGHT '()*)+#)& FORESIGHT 3/(quot;+4%0& 56++6*7& PROCESS (quot;quot;/*& ORGANISATION ,+/)(+$2quot;8 ,+-.*/(0& +$%6*$2quot;+& )1')(2*)& )1')(2*)& / © Finpro ry / 2
6.
Introduction: learnings from
megaprojects It is not about ROI (return on investment), it is about return OF investments! / © Finpro ry / 3
7.
Introduction: learnings from
megaprojects It is not about ROI (return on investment), it is about return OF investments! / © Finpro ry / 3
8.
Introduction: learnings from
megaprojects It is not about ROI (return on investment), it is about return OF investments! / © Finpro ry / 3
9.
Introduction: learnings from
megaprojects It is not about ROI (return on investment), it is about return OF investments! / © Finpro ry / 3
10.
Introduction: learnings from
megaprojects It is not about ROI (return on investment), it is about return OF investments! / © Finpro ry / 3
11.
Introduction: learnings from
megaprojects It is not about ROI (return on investment), it is about return OF investments! / © Finpro ry / 3
12.
Introduction: learnings from
megaprojects It is not about ROI (return on investment), it is about return OF investments! / © Finpro ry / 3
13.
Introduction: learnings from
megaprojects It is not about ROI (return on investment), it is about return OF investments! / © Finpro ry / 3
14.
What are we
talking about? Project Finance: The financing of an asset where debt service and returns on equity are derived from the cashflows generated by the asset / © Finpro ry / 4
15.
Financing as structure
Sharing future revenues may a new source of financing also for digital media productions / © Finpro ry / 5
16.
Financing as structure
Sharing future revenues may a new source of financing also for digital media productions / © Finpro ry / 5
17.
Financing as structure
Sharing future revenues may a new source of financing also for digital media productions / © Finpro ry / 5
18.
Reality: answering tough
questions from financiers? NOTE: Regardless of these, they may ALSO have personal interest towards your project! / © Finpro ry / 6
19.
Reality: answering tough
questions from financiers? • I’m afraid I can’t remember how this meeting was set up and I don’t have any documents. Can you please remind me who referred you to me? NOTE: Regardless of these, they may ALSO have personal interest towards your project! / © Finpro ry / 6
20.
Reality: answering tough
questions from financiers? • I’m afraid I can’t remember how this meeting was set up and I don’t have any documents. Can you please remind me who referred you to me? • Please give me your personal backgrounds and tell me the story of how you know each other. NOTE: Regardless of these, they may ALSO have personal interest towards your project! / © Finpro ry / 6
21.
Reality: answering tough
questions from financiers? • I’m afraid I can’t remember how this meeting was set up and I don’t have any documents. Can you please remind me who referred you to me? • Please give me your personal backgrounds and tell me the story of how you know each other. • Do you really think you have the right experience to be the CEO of the company after this possible deal? NOTE: Regardless of these, they may ALSO have personal interest towards your project! / © Finpro ry / 6
22.
Reality: answering tough
questions from financiers? • I’m afraid I can’t remember how this meeting was set up and I don’t have any documents. Can you please remind me who referred you to me? • Please give me your personal backgrounds and tell me the story of how you know each other. • Do you really think you have the right experience to be the CEO of the company after this possible deal? • Please tell me about the technology/solution/product/service/ production and the market you’re going after. NOTE: Regardless of these, they may ALSO have personal interest towards your project! / © Finpro ry / 6
23.
Reality: answering tough
questions from financiers? • I’m afraid I can’t remember how this meeting was set up and I don’t have any documents. Can you please remind me who referred you to me? • Please give me your personal backgrounds and tell me the story of how you know each other. • Do you really think you have the right experience to be the CEO of the company after this possible deal? • Please tell me about the technology/solution/product/service/ production and the market you’re going after. • What segment of the market are you targeting and what is the competition doing in that market segment? NOTE: Regardless of these, they may ALSO have personal interest towards your project! / © Finpro ry / 6
24.
Reality: answering tough
questions from financiers? • I’m afraid I can’t remember how this meeting was set up and I don’t have any documents. Can you please remind me who referred you to me? • Please give me your personal backgrounds and tell me the story of how you know each other. • Do you really think you have the right experience to be the CEO of the company after this possible deal? • Please tell me about the technology/solution/product/service/ production and the market you’re going after. • What segment of the market are you targeting and what is the competition doing in that market segment? • Can you describe the technology architecture / production process and whether any of your technology / solution / product could be considered proprietary? Have you looked at the intellectual property rights around your offerings? NOTE: Regardless of these, they may ALSO have personal interest towards your project! / © Finpro ry / 6
25.
Reality: answering tough
questions from financiers? • I’m afraid I can’t remember how this meeting was set up and I don’t have any documents. Can you please remind me who referred you to me? • Please give me your personal backgrounds and tell me the story of how you know each other. • Do you really think you have the right experience to be the CEO of the company after this possible deal? • Please tell me about the technology/solution/product/service/ production and the market you’re going after. • What segment of the market are you targeting and what is the competition doing in that market segment? • Can you describe the technology architecture / production process and whether any of your technology / solution / product could be considered proprietary? Have you looked at the intellectual property rights around your offerings? • How much capital do you need to get started? How will you plan to pay my/our money back? NOTE: Regardless of these, they may ALSO have personal interest towards your project! / © Finpro ry / 6
26.
Reality: answering tough
questions from financiers? • I’m afraid I can’t remember how this meeting was set up and I don’t have any documents. Can you please remind me who referred you to me? • Please give me your personal backgrounds and tell me the story of how you know each other. • Do you really think you have the right experience to be the CEO of the company after this possible deal? • Please tell me about the technology/solution/product/service/ production and the market you’re going after. • What segment of the market are you targeting and what is the competition doing in that market segment? • Can you describe the technology architecture / production process and whether any of your technology / solution / product could be considered proprietary? Have you looked at the intellectual property rights around your offerings? • How much capital do you need to get started? How will you plan to pay my/our money back? • What valuation are you putting on the deal, and are you speaking with other finaciers? NOTE: Regardless of these, they may ALSO have personal interest towards your project! / © Finpro ry / 6
27.
What’s on financier’s
mind? And you had a humble wish that they would be sinceraly interested about you and your production! :) / © Finpro ry / 7
28.
Multimedia producer’s concerns
and trends • Companies are small and even smaller • Business is creative process driven • Producer mindset determining outcome • Finance is needed for development and implementation of creative processes, productions and projects • Competence and content key issues in assessment and evaluation • Combining creative and other professional resources crucial management challenge • Individual insight must in hit driven business • Messy business models • Lacking knowledge and expertise to fullfill investment criteria • Perceptions of the investors – lacking knowledge of creative businesses • Tailored financial tools not available - project development funding is needed Financiers, at best, know these and want to see how you cope with them! / © Finpro ry / 8
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Sources of finance
for creative projects Mandate: aim to understand each group’s motives and needs for security on investment / © Finpro ry / 9
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Funding for digital
media productions Can you position your production into this chain and struture? / © Finpro ry / 10
31.
Hint 1: Pitch
in a structured manner Standardise & be ready to show them the money in max 10 min! / © Finpro ry / 11
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Hint 2: Use
financiers’ lingua = numbers! Express your ideas in form of: Show and know the number game_ • Profitability: Ability to • Balance Sheet generate earnings/savings. • Income Statement • Liquidity: Measures • Statement of Cash Flows shortterm cash flow ability. • Changes in Financial • Solvency: Indicates Statements longterm financial health and stability. • Efficiency/Coverage: Suggests how well things are done. Put some of that passion to digital media into basics of business language! / © Finpro ry / 12
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Hint 3: Understand
the motives of your investor Talk to stakeholders with their motives in mind / © Finpro ry / 13
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Hint 4: Convince
them of you passion! • Investors want to work with passionate entrepreneurs they can trust on: • Substance • Ambition • Managing productions / projects • Track record • Competitive edge • Team of multi-talents • Business-understanding Show you passion - but keep science fiction out of the table :) / © Finpro ry / 14
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SUMMARY: How to
make your financier to believe in you? • The availability of funds depends on the ability to convince providers of funds that the project is: • Lead and created by a team of trustworthy & talented people • Technically feasible • Ability to perform & deliver • Economically viable and profitable (with right motive) • You should talk their language - as much as they try to understand what you try to offer for them! • Develop your edge - not only conceptually and artistically, but also in your business-orientation! We know you can design excellent productions. BUT: can you design also you finance structure and approach? / © Finpro ry / 15
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Remember: Do not
think that financier = easy access to money / © Finpro ry / 16
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Remember: Do not
think that financier = easy access to money / © Finpro ry / 16
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Questions, thoughts,
comments... 17
39.
18
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For more
information tommi.pelkonen@finpro.fi +36 -20 - 250 10 77 18
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