Business Models

This episode presents tools to design a new venture. It also discusses the multiple components of a mission and the development of a value proposition that consider elements beyond the creative product or service. Also, the importance of identifying revenue streams, cost structure and the legal structure that best adapts to the operation of the company are presented. Intellectual property aspects are also presented as an element of differentiation and income generation.


  • Know the importance of designing a mission with multiple dimensions
  • Assume the importance of developing a value proposition that incorporates customer experience
  • Know and use design tools such as the Business Canvas Model and the Logic Model


  1. The mission – Prepare a mission statement for the venture in 100 words or less. Be sure to identify the three axes of the mission. The first from an artistic or creative nature, the second from an economic sustainability focus (market oriented) and the third axis that will vary depending on the nature of the initiative (social, community, educational, urban, etc.)
  2. Customer Analysis – Describe your main customer profile in up to 150 words. Use demographic, geographic, lifestyle, generational, tastes and behavioral aspects, among others. Describe the main «pains» or difficulties experienced by your client or user when consuming a product or service similar to yours. Similarly, describe what the customer expects to «gain» by consuming or participating in your product, service or experience.
  3. Value proposition – Use the model of the four concentric circles value proposition model to establish keywords in each of the levels. Go from the inside out. First, identify the main activity of the company. Then, establish all the elements that customers expect as part of the consumption of your product or service. In the third circle, establish complementary activities that guarantee the satisfaction and delight of consumers. Finally, include some elements that would be necessary to develop in the future to improve the experience.
  4. Canvas model – Prepare a canvas model for your business idea. In a first exercise, use keywords for each of the blocks. Then elaborate more specific approaches and actions for each component.
  5. Prepare a business presentation in a maximum of 3 minutes. Be sure to present the problem you are solving (aesthetic, emotional, social, entertainment, educational, etc.), your success elements, the target market and the resources you have to achieve it. End by answering the question about how the business will generate revenue. Practice it frequently.

Market Analysis

This episode presents the importance of incorporating market analysis at all stages of business management and entrepreneurship. We will discuss the aspects of the external environment that affect creative entrepreneurship. The analysis of the value chain is also presented as a tool to understand the different stages of an industry as a mechanism to understand challenges and opportunities that a creative venture will face. The generation of business ideas and the analysis of their viability are also discussed.


  • Understand the variables of the macro and microenvironment and their importance in the development and management of cultural and creative ventures
  • Know how to perform an analysis of the external environment of the creative venture
  • Understand the importance of the value chain analysis of the cultural and creative sectors
  • Know tools for generating business ideas and analyzing their viability.


  1. Value chain analysis: Identify the sub-segment of the creative industries where your enterprise is associated. For example, if the creative sector is music, then a sub-segment could be classical music. The same would be the case of documentary film within the general film sector or furniture design within industrial design. Analyze the value chain. Start by establishing the activities that make up that chain. Then, identify a list of companies for each activity and its level of impact.
  2. Based on the inventory findings, draw a mental map that exemplifies the composition of the ecosystem and the relationship between the agents.
  3. Perform a SWOT analysis (Strengths, Opportunities, Weaknesses and Threats) based on what you have observed.

Cultural and Creative Labor Market

This episode presents an analysis on the main research on the cultural and creative labor market. The main challenges of artistic work and the labor profile of artists and creatives are presented. Topics such as labor flexibility, income generation, career selection, second jobs and geographic agglomeration, among others are discussed.


  • Understand aspects related to the labor profile of artists at an international level
  • Understand the labor market profile of cultural and creative industries
  • Understand some fundamentals of entrepreneurship and the profile of creative entrepreneurs


  1. Interview one or more cultural and creative workers and/or entrepreneurs. Analyze their career and the strengths and weaknesses of their industry. Compare their experience with the findings of the research discussed in this episode.

The Importance of Culture

This episode presents some of the main discussions about culture as a development infrastructure. Some debates between culture and development, globalization, the economic dimension of culture and an introduction on the scope of cultural policies are presented.


  • Understand the relationship between cultural and creative work and different components of development
  • Understand the main definitions of cultural and creative industries
  • Understand the different dimensions of value generated by cultural and creative work
  • Understand the main critics to the creative economy discourse


  1. What is the condition of cultural policies in your region or country? Check official documents such as laws, economic impact analysis, reports and papers, etc.
  2. Identifies the entities responsible for promoting the cultural and creative industries in your country or region.
  3. Identify the strategies defined and the incentives available to cultural and creative entrepreneurs.



In this episode, the project and its structure are explained. The audiences to which it is addressed include artists, creatives, cultural managers, entrepreneurs, academics and public policy makers. Each episode will address one or more chapters of the book Emprendimiento Creativo (Creative Entrepreneurship), including the most important topics and some updates. Likewise, the concepts of creative economy, cultural policies, cultural management and creative entrepreneurship are discussed, as well as three initial advices for cultural and creative entrepreneurs.


  • Understand to whom the project is aimed at and its structure
  • Discuss the main concepts related to the creative economy
  • Basic advices for cultural and creative entrepreneurs

Nuevas Ideas

En este último episodio se discuten 5 nuevas ideas del autor para apoyar la economía creativa dirigidas principalmente a los programas de formación y responsables de política pública.

  • Pensar en un nuevo perfil del profesional creativo que balancee el desarrollo de talento con sus oportunidades de impacto en la economía y la sociedad
  • Utilizar el modelo de las 4 P’s (productos, pares, proyectos y personas) para el desarrollo de un portfolio robusto en las disciplinas creativas
  • Pensar en los principales modelos de negocio (experiencias, productos y digital) más allá de la categorización por sectores creativos (patrimonio, artes, medios y servicios creativos)
  • Promover la importancia de la cooperación creativa como estrategia de sustentabilidad en el sector cultural y creativo
  • Pensar en el Índice de Economía Creativa Sustentable que integra impacto económico, estado del ecosistema creativo, educación artística y consumo cultural como sus principales componentes


Innovación, ecosistema creativo y ciudadanía cultural

Este episodio discute los últimos tres capítulos del libro. Se presenta la cultura de innovación como uno de los aspectos claves en la gerencia cultural y creativa. Se discuten los distintos tipos de innovación que pueden generar las empresas. De igual forma, se discuten algunas herramientas que las empresas deben establecer para producir innovación en productos, procesos, aspectos organizacionales y en mercadeo. También se presenta ecosistema creativo como un campo de acción de las empresas culturales y creativos. Finalmente, se presenta el concepto de ciudadanía cultural como un campo de acción del impacto social que pueden tener las empresas culturales y creativas. Se discuten conceptos como el impacto creativo, ético, social y de desarrollo local. Estos elementos se plantean como objetivos claves para la sostenibilidad en el sector cultural y creativo.


  • Asumir la importancia de crear una cultura de innovación constante en la empresa
  • Conocer los distintos tipos de innovación que puede generar una empresa
  • Conocer y utilizar herramientas y dinámicas para promover la innovación en un proyecto empresarial
  • Reconocer la importancia de las externalidades que genera el emprendimiento creativo
  • Conocer modelos para entender los impactos no económicos de las empresas culturales y creativas
  • Diseñar estrategias para maximizar el impacto de una empresa sobre el ecosistema creativo
  • Entender la importancia del impacto social de las empresas creativas
  • Crear conciencia el rol de las empresas creativas en el desarrollo urbano y los retos que esto representan


  1. Realiza un diagnóstico de los productos, procesos aspectos organizacionales y de mercado de la empresa. Identifica áreas que aún crean problemas para los clientes o recursos de la organización. Crea una dinámica que facilite la generación de ideas para resolverlo. Elige aquella idea que sea más viable en términos de la solución del problema y la implementación. Realiza un plan de acciones con responsables para
  1. Utiliza como base el tercer elemento de la misión que elaboraste anteriormente (educativo, social, comunitario, urbano, etc.). Identifica al público que interesas beneficiar a través de ese componente. Define cuál es la condición actual de ese público, las acciones que realizarás para cambiarlo y cómo esperas que cambie ese grupo luego de esas acciones. Utiliza como referencia el Modelo Lógico.