Business Model Canvas
Key partners
Key activities
Value propositions
Customer relationships
Customer segments
Design partner
Cooking Fox
Key activities are historical
research, gamedesign,
projectmanagement,
fundraising, pr&marketing.
Create and provide for an
accessible, voluntary and
most of all FUN experience
of the unique Dutch cultural
heritage of buitenplaatsen.
Hereby,stimulate
peoples/children’s historical
awareness and sense of
identity.
Create a sense of ownership
and pride among people.
Improve general historical
and heritage knowledge.
Necessary in order to
protect and sustainably
develop this vulnerable
cultural heritage.
Experiences of our target
groups (both critical as
positive) are very valuable to
us. Therefor it is important
to keep in touch with our
'players' and monitor their
experience in a quantative
and qualitative way.
Their critical feedback will
help us improve and update
our product and make it
most user friendly as
possible.
Positive feedback and
players can be used for the
continuous promotion of our
product (like ambassadors
and influencers).
The primary target group is
interested in cultural
heritage as long as it is
presented and can be
experienced in an accessible
and contemporary manner.
The secondary target group
likes to undertake activities
in their spare time with their
(grand)children. As long as it
can be done voluntarily and
flexibly.
Historical and location
partners
Buitenplaats Leyduin
Buitenplaats Elswout
Paviljoen Welgelegen
Buitenplaats Welgelegen
Facilitating partners
Municipalities of Haarlem,
Velsen, Bloemendaal en
Heemstede. And the
provincial semigovernmental organization
De Cultuurcompagnie.
Key resources
Key resources are human
resources (with knowledge
on regional history, cultural
heritage, gamedesign,
technology, marketing,
fundraising and
projectmanagement),
financial resources
(fundraising and own
incomes).
Channels
A crossmedial campaign with
online and offline tools.
Offline tools are flyers,
trailer/promo, free publicity
in several magazines and
newsletters, participation in
relevant activities (like the
annual UITmarkt – the start
of the cultural season
around Amsterdam – the
annual ‘Midzomer
Buitenplaats Weekend in
Kennemerland’, the annual
Open Monumentendag
Weekend, exhibitions and
presentations of the
different buitenplaatsen,
presentations at touristic
meetings). Online tools are
the website (with a blog),
free publicity in several
digital platforms, digital
newsletters, social media
and websites of the
participating buitenplaatsen,
relevant cultural and
heritage programs (like the
UITagenda), building of
community of players.
Cost structure
Revenue streams
For the pilot:
Gamedesign (27.500), historical storyline (2.500), projectmanagement
(7.500), pr&marketing (7.500) and unforeseen (2.500).
To finance the necessary pilot:
Contribution by participating partners (in total 7.500) and fundraising via
several channels (in total 37.500).
For the final product:
Hosting & maintenance/updates, expanding to other buitenplaatsen,
As soon as the final product is launched there will be various possibilities to
achieve revenues. The mobile game has to be bought. People can buy one
pr&marketing
or more levels. A level is about one buitenplaats.
Or people can by the entire game (consisting of all the participating
buitenplaatsen).
To generate continuous PR attention we are talking with different local
businesses and organizations to create marketingdeals. At the moment
Rent-A-Bike in Haarlem offers a cycling route when you rent a bicycle at
their place. We will include the game into this rental package as well. We
are also talking to the different catering organizations at the buitenplaatsen.
Players can get a free cup of coffee or a discount on a meal when they play
the game. And people who just eat at the restaurant will get the game for
free with their meals.
Some of the buitenplaatsen have a historical relation with other heritage
sites. For instance Leyduin has a relation with Museum van Loon in
Amsterdam. We are currently looking into possibilities to get free entrance
or a discount for visiting the Museum van Loon when you play the Leyduin
level.