This slideshow is part of a course on developing your own digital copyright and online business strategy.

1. Online business model strategy project
Version 2.0, May 2009 by Heather Ford

2. Step 1: Set your goals and measures for success

3. Step 2: List your competitors and whether their
content is open or not

4. Step 3: List any open content resources that you
can feed into your site

5. Step 2: Determine stakeholders and their needs

6. Step 3: Develop a methodology - how you’re going
to achieve your goals and test whether you’ve
achieved them (principles etc)
1.
Consultation: The project will involve regular consultation and feedback to
stakeholders.
2.
Regular assessment (‘perpetual beta’): User statistics, follow-on usage by
educators/artists etc will be regularly assessed in order to adapt the strategy as
the project progresses.
3.

7. Step 4: List strengths, weaknesses, opportunities
and threats/risks
risk area assessment impact mitigation
high/med/low

8. Step 5: List activities

9. A) Copyright ownership and licensing

10. Step 5.1: Develop policies + procedures
- end user license agreements (intellectual property rights, privacy, ) +
procedures against infringers
- develop a notice and takedown policy and procedure
- educational materials to back them up
- a channel for people to contribute to policies

11. Step 5.2: Divide your inventory into the following
sections

12. 1. Works where the copyright has expired or works that fall under
public domain regulation
2. Works where the institution controls the copyright (e.g. works that
have been commissioned by the institution, or where copyright has
been transferred through the donation process to the institution etc)
3. Works where the institution has not transferred copyright or where
online use has not been specified in agreements with donors
4. Works where the institution has licensed the materials but does not
own them or control their copyright and is using them by fair dealing
5. Works where the institution has licensed materials from a third party
and has only limited use rights
6. Works that community members are contributing

13. 1. Works where the copyright has expired or works
that fall under public domain regulation
http://en.wikipedia.org/wiki/File:First_Folio.jpg
This image (or other media file) is in the public domain
because its copyright has expired.
This applies to the United States, Australia, the European
Union and those countries with a copyright term of life of the
author plus 70 years.
Note that a few countries have copyright terms longer than 70 years: Mexico
has 100 years, Colombia has 80 years, and Guatemala and Samoa have 75
years. This image may not be in the public domain in these countries, which
moreover do not implement the rule of the shorter term. Côte d'Ivoire has a
general copyright term of 99 years and Honduras has 75 years, but they do
implement that rule of the shorter term.

14. 2. Works where the institution controls the copyright (e.g.
works that have been commissioned by the institution, or
where copyright has been transferred through the
donation process to the institution etc)
a) subscription (paid or free)
- all rights reserved, or
- CC licensed (if you don’t mind others
re-publishing on their blog/site etc) or
- own license.
b) open/free
- all rights reserved, or
- CC licensed, or
- own license.

15. 3. Works where the institution has not transferred
copyright or where online use has not been specified in
agreements with donors
Develop a model agreement and ask previous
donors to sign either a) transfer copyright to you,
or b) give you a right to use the content on the site
and/or for others to be able to use the content on
other sites i.e. enable license users to choose
conditions according to Creative Commons or new
conditions (e.g. according to jurisdiction). Make
sure your CMS enables new rights statements
beyond CC.

16. 4. Works where the institution has licensed the
materials but does not own them or control their
copyright and is using them by fair dealing
Rationale of fair use of this image in the article for Nelson Mandela
The image quot;Young Mandela.jpgquot; is being linked here, though the
original picture may be copyrighted. I Ezeu feel it is covered by fair
use because:
1. The photograph depicts Nelson Mandela as a young man.
2. Nelson Mandela is an important person in the history of Africa
in general, and South Africa in particular.
3. This photograph is provided by the African National Congress
as a promotional picture of Nelson Mandela[1] without explicit
restrictions against its usage, fair use or otherwise.
4. This photograph is important in the article Nelson Mandela to
depict Nelson Mandela as a young man as most images of Mandela
depict him in his elderly years.
5. There are no known free or public domain photographs of
Nelson Mandela as a young man.
6. This image does not limit the rights of the copyright owners, if
such do exist, to distribute the original image in any way.
7. The photograph is used for non-profit and informational
http://en.wikipedia.org/wiki/File:Young_Mandela.jpg
purposes only.

17. 5. Works where the institution has licensed materials
from a third party and has only limited use rights
http://photos.mg.co.za/view_photo.php?pid=5218&gid=365

18. 6. Works that community members are contributing
Decide whether you want to choose the license for
contributors or enable them to choose the license
1. Provide info about the work 2. Choose your License
More examples at http://wiki.creativecommons.org/HOWTO_Publish

19. Step 5.3: Implement rights information in your
database

20. LicenseChooser.js
http://wiki.creativecommons.org/LicenseChooser.js

21. Step 6: Consult, consult, consult

22. Unless otherwise specified this slideshow is licensed under a Creative Commons Attribution Share-
Alike 2.5 South African License
http://creativecommons.org/licenses/by-sa/2.5/za/
Please link back to http://iheritage.org.za and acknowledge the author: Heather Ford, iHeritage