Arts

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Arts Business / Belfast City CouncilLink
Initiative 2007 - 2008

• Session 7 Creative Business Selling
• Avoiding the creative guilt trip and funding it
  along the way
• Justin Magee

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creativebusinessselling

• What are you selling/ providing?
• Is it better/ different from the competition?
• Is it new or novel?
• Does it have the edge?

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creativeindividuality

• Is your personality evident in your product?
• Is your product/ service IP protected?
• Can you keep ahead of the competition?
• Be the only one to provide a different approach
  to the business your are in

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creativeguilttrips

• It takes time away from core business
• It takes money which I dont have
• I have other deadlines -which is most important?
• My Boss thinks I am wasting valuable time
• I love being creative so it must be wrong!

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creativeexemption

• The creativity process is your core business
• Being creative will earn you money and there are
  other funding opportunities
• Creative RD needs to be balanced with cash flow
  business
• Creative RD is Tax claimable and can makes
  leaders from companies happy boss ?
• To starve creativity is wrong for you and the
  wider industry

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creativebusinessfacts
24 NI Design consultancies are evolving in
discipline Trans-disciplinary Creative
Promiscuity National average 17 Design
Council 2005
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GLOBAL ISSUES 2003- South Korea Government
Launch of an aggressive design policy towards a
world leading knowledge based economy by 2010.
others have followed in response Europe as a
nation needs to understand that it is necessary
to invest properly in the development of design
as an integral aspect of economic
growth Thomson M 2004
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Business survey 2006 from the hundred most
innovative companies and the top four were of
course Apple, Google, 3M and Toyota, and what the
commentators were saying was that these people
were innovative because they were focusing right
at the front end of innovation, they were putting
a lot of effort in to the discovery end of
innovation as opposed to not simply the delivery,
or even the creative design phase in the middle,
they were looking at unmet needs and emerging
trends and change Meyerson 2007
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Research by the Design Council shows that over a
ten-year period, UK quoted companies identified
as effective users of design out-performed the
FTSE 100 by 200 per cent. But too many UK
companies spend nothing on design, which shows
that design-led planning is not part of
mainstream business thinking Darling
2006 New research from the Design Council
confirms that, for SMEs adding value through
design is best for boosting competitiveness D
esign Council 2007
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creative RD case study
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creative RD case study
Homer goes to Chiropractor with a sore back! Dr.
Steve We don't actually crack backs. It's merely
an adjustment... OK, you're going to hear a loud
cracking sound. Homer Hey, it feels a little
better. Dr. Steve I thought it might. Now I
need to see you three times a week for many
years. Home again, Homer hurts his back racking
leaves and complains that Dr. Steve didn't help
his back. Bart, his son, asks if he had been
doing the exercises Dr. Steve prescribed. Homer,
of course, hadn't followed the DC's instructions.
Meanwhile, Homer falls backward over his trashcan
and dents it. The fall relieves his pain. Bart
The trash can must have un-kinked your
back. Homer That's not a trashcan, it's Dr.
Homer's miracle spine-o-cylinder, patent
pending. Homer opens a clinic in his
garage The Simpsons 2001
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creative RD case study
Skeletal Joe spinal mapping method Product
design my expertise Clinical practice new
RD Software development future income?
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problem identification
Clinician Here comes one of those Arty people
trying to know what he doesnt know Arty
person How can I convince these experts that
what I have might offer benefit? Moment of
madness Join a clinical research group and
Do a PhD!!!!! Typical RD issue
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problem identification
Measuring the profile and form of the skeletal
spine is difficult Loaded relaxed
spine Entire spine Serial monitoring Need
for 3D analysis
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problem identification
Modality Accuracy Cost Spinal Capture Spinal Capture Invasive
Entire Loaded (IRMER 2000)
MRI ( Upright MRI) High High (most) sections Yes No
CT High (most) High Yes No Yes
X-ray High High sections Yes Yes
Posture-pro No publications Medium Yes Yes No
Spinal mouse Global only (Mannion et al 2004) Business Service Yes Yes No
BioPrint Global only (Nomand et al 2002) Business Service Yes Yes No
Inclinometers Low Low Yes Yes No
Flexible ruler Low (MacKenzie 1996) Low Yes Yes No
MacKenzie T.C., Techniques for measuring Lumbar
curvature and lumbar shape of the spine A
literature review, Exploring new
horizonsPioneering the 21st century, RESNA 1996
p43 Mannion et al, A new skin-surface device for
measuring the curvature and global and segmental
ranges of motion of the spine reliability of
measurements and comparison with data reviewed
from the literature, Eur Spine J vol. 13, 2004,
p122-136 Nomand et al, Reliability and
measurement error of the Bio-tonix video posture
evaluation system-part 1 inanimate objects, JMPT
vol. 25 no 4, p246-250
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hypothesis
The entire static, loaded spine of a healthy
individual can be accurately measured for the
purpose of serial monitoring, using External
bony landmarks ( body markers) 2D digital
photography 3D computer modelling
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objectives
To develop a software product and protocol for
clinicians Measurement linear (mm) and angular
( ) dimensions
Cobb
Centroid
HPT
Centroid
Cervical Spine (neck) Lumber Spine (back) J
Magee 2006 DE Harrison 2001
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objectives
Dreyfuss Dempster independent
research Dreyfuss describes a family of
ergonomic manikins Joe, Josephine Joe
Jr. Who is/ What is Skeletal Joe? How might
they move?
Dempster, W.T., Space requirements of the seated
operator. Wright-Patterson Airforce Base, Ohio,
1955, pp. 55159 Dreyfuss H, Designing for
People , New York Simon Schuster, 1955,
p26-43
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content development

• Data collation
• White males and females
• American, European, Middle Eastern South
  African sources
• 18-65 years old
• Normal healthy spines
• Outcomes
• Detailed spreadsheets (MF)
• 2D engineering drawings (M)
• 3D computer model (M)

.PDF
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content development
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creative RD case study
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(No Transcript)
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content development
Body Marker Image registration
grids Posture Rig
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content development
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enterprise milestones
Feb 2005 Body Marker initial patent
application March 2005 Body Marker prototypes
produced April 2005 Brandt Translations partner
company identified computer programming
outsourcing Oct 2005 2D to 3D mapping
process ethical approval (Health Science
IRRB) May 2006 Modified Patent for filing June
2007 Ulster Spine Centre partner company
identified validation using Adani x-ray
system Jan 2008 Skeletal Joe articulation model
evaluation ethical approval (Health Science
IRRB)
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funding process
Date Award Body Award/ programme Success Rate Project Applicants/ Co-applicants Amount
2001 AHRB Innovation Award scheme No Bio-Interactive 3D (Digital Human) None 48,667
2002 DCAL CSF Yes OrthopedX None 44,323 (51,000 UU)
2003 DCAL CSF No Big Chief animation T Zeeman 45,158
2003 NESTA Innovation and Invention No Big Chief Animation T Zeeman 37,946
2003 RCUK National Business Plan Competition Yes OrthopedX 1st stage short list None Training programme (value 1K)
2004 AHRC Research Leave Scheme No Digital Human Project None 9,009
2004 dti KTP Yes Street Play Leisure D McKeag 104,000
2005 DEL/ UU HEIF8 Yes Spinal imaging aparatus J Winder B McClelland 1,513
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funding process
Date Award Body Award/ programme Success Rate Project Applicants/ Co-applicants Amount
2005 Interreg III MIDAS Yes Spinal imaging algorithm J Winder B McClelland 14,000
2005 NORIBIC TSP Yes 1 year consultancy contract S McGilloway UUTech Ltd. 3,000
2005 dti KTP Yes Decora Blinds D McKeag 300,000
2005 dti KTP Yes Northstone D McKeag 144,000
2005 NORIBIC WIN Yes 1 year contract S McGilloway UUTech Ltd. 9,240
2005 RCUK Academic Fellowships Yes Digital Human Project Until 2012 K Mey I Montgommery 250,000
2006 DEL / UU HEIF8 Yes 3D Camera lease J Winder W Mcknight R Baggs (RVH) 3,000
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funding process
Date Award Body Award/ programme Success Rate Project Applicants/ Co-applicants Amount
2006 Invest NI DDP Yes 3 years consultancy S McGilloway UUTech Ltd 7,840 (so far)
2006 NI HPSS RRG8 Cohesion Fund Yes Spinal Imaging Algorithm J Winder B McClelland 3,000
2007 DEL/ UU HEIF8 Yes Spinal Imaging Algorithm J Winder B McClelland 4,000
2007 DEL/ UU HEIF8 Yes Reinventing the wheel (Business Design) K Hutchison B Henderson S McGilloway M Cullen R Hodge 5,000
2007 DEL/ UU HEIF8 Yes Manufacturing software S McGilloway G Moore 4,000
2007 DEL/ UU HEIF8 Yes Games Design Workshops M Cullen M Callaghan 5,000
2008 DEL/ UU HEIF8 No 2nd life server system M Callaghan M Cullen S Wilson 5,000
2008 DEL/ UU HEIF8 Yes Better design for better well being M Gillespie S McGilloway 5,000
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funding process
Date Award Body Award/ programme Success Rate Project Applicants/ Co-applicants Amount
2008 DEL/ UU HEIF8 No MoCap T Quigley E Wallace M Mc Neill 5,000
2008 DEL/ UU HEIF8 Yes iThink M Mulvenna 6 5,000
2008 DEL/ UU HEIF8 No Anime Society M Callaghan M Cullen S Wilson 5,000
2008 DEL/ UU HEIF8 No 2nd Life real estate purchase M Callaghan M Cullen S Wilson 5,000
2008 DEL/ UU HEIF8 Yes Digital sketching S McGilloway 1,760
2008 25K Awards NISP Pending Emotionalise L Bond T Quigley R McClean S McCann A Bannon 25,000
Total Applied for Total Secured Success Rate Total Applied for Total Secured Success Rate Total Applied for Total Secured Success Rate Total Applied for Total Secured Success Rate 938,676 (963,676) 777,886 20 / 24 83 938,676 (963,676) 777,886 20 / 24 83 938,676 (963,676) 777,886 20 / 24 83
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dissemination / credibility/ exposure
Skeletal Joe Model Magee JDM, McClelland B,
Winder J, 2007, A human shape modelling method
for quantifying inter-vertebral measurement IPEM
Human Shape How can measurements and modelling
improve outcomes for patients with profound
abnormalities of posture? Magee JDM, 2006,
Skeletal Joe Mapping Method, RRG8 Away Day,
Imaging Group, Burrendale Hotel, Co. Down Magee
JDM, McClelland B., Winder J. 2005, Discovering
Skeletal Joe Median, Humanizing Work and
Working Environments, HWWE2005 International
Ergonomics conference paper and proceedings,
Guwahati, India (ISBN 81-8424-124-0) Magee JDM,
2005, Discovering Skeletal Joe Median, Academic
Poster, RRG 8 Away Day, Speaker, Belfast Castle
Magee JDM, 2005, Discovering Skeletal Joe
Median, Northern Ireland Medical Imaging (NIMI)
Forum, Academic Poster, Abstract and Speaker,
Malone House, Belfast Magee JDM, 2005,Medical
Device for Spinal Imaging, The Research Office,
Speaker, Northern Ireland Science Park, Queens
Island, Belfast Magee JDM, 2005, Spinal Mapping
using Body Surface Geometry, RRG8, Imaging
Group, Belfast Castle Spinal Imaging
Method Arthur K, Magee JDM, Winder J, 2007, A
Landmark image registration using an object model
approach IPEM, Human Shape How can measurements
and modelling improve outcomes for patients with
profound abnormalities of posture? Magee JDM,
2005, Medical Devices, RRG8 RD Office, Queens
Island Belfast Magee JDM, 2005, Spinal mapping,
RRG8 Imaging Group presentation, Belfast
Castle Magee JDM, 2003, Knowledge Club Economy
Northwest- Life Health Sciences. prototype
demonstration (UUM) March 2003 Intelligent
Multimedia international conference (UUM) Magee
JDM, Quigley TM, Lyons S, 2003 Designing a
prototype with elements of virtual behaviour,
Eurographics Ireland Chapter, Coleraine (ISSN
1649-1807)
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creativeresearchdevelopment

• The Issues University Vs Commercial sector
• Universities recognise the RD need (20 of time)
• Creative Industries need to recognise the RD
  value (common practice in science and engineering
  businesses)
• Creative Industries Strategy (Invest NI)
• initially up-skilling
• Content Creation (the knowledge base)
• These can be achieved through RD at a which
  works for you or your company.