E Business Final Paper
The concept is to deploy : An online gallery offering world-rated artists, carefully selected, in February 25, 2013, 115 works have been uploaded and available to investors A place of investment in contemporary art reducing the entry ticket of this type of investment, by dividing each piece into 100 equal parts Establishment of management fees on the resale of shares of a work of art The company holds a diversified its operations through: In direct art sale to individuals The deployment of an offer for companies (BIB) The web site of the company is : wry. Martinet’s. Mom My Art Invest is on an innovative positioning on the contemporary art market because actually if you want buy a contemporary art you should go in a gallery and you should paid all the price. A lot of people who buy art, it’s people who have a lot of money and they put the art in their galleries or in their home but My Art Invest is focus on three activity for generate benefice, not Just the sale of art… An innovating e-business model diversified My Art Invest is positioning on three different activities for generate benefice : Fishily the cession of
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A gallery on the internet offering world-rated artists, carefully selected. A place of investment in contemporary art, with: A primary market (buying shares of artwork to My Art Invest) A secondary market (resale of works between members of the site) 104 works were on sale between the opening of the website (March 2011) and September 30, 2012 By reducing the input of this type of investment ticket: Each work is divided into 100 shares (or 1000 as part of a short-term development), ringing the entry in values between 4 ? and 235 ? on the first ticket market for an average of 35 ? and average basket by buyer of 125 ?. The value of the works currently on sale is between 400 ? and 25,000 ?. The shares can then be sold on the secondary market, named scholarship exchange, investors then having the opportunity to realize a profit on their purchase : they pay management fees for the sale and purchase of their shares. If at the end off year of on-line keeps a picture of unsold shares, the investors acquired one or more are reimbursed up to the price hey paid. At the end of five years following the sale of a work first market, My Art Invest meets the current owners of the shares and organizes its disposal (in all) on the real market. It’s on this activity than I focus because the innovation is here cause the web platform to put in link customers and artwork. Customers of My Art Invest ask teams society choose for them works of art and buy their. Thirdly, the development of an offering dedicated to major accounts The core target The concept My Art Invest is addressed : For the “new market” dimension:
For small shareholders to diversify their asset classes by investing in art with an reasonable entrance ticket For young art lovers assets to engage in investment through a fun and practical way For the “tax exemption” dimension: For individuals buyers to exemption from the SF For large carriers investment to the diversification of assets and the resolution of the issue of storage works Purchase of works of art on behalf of large companies . An activity for large companies on the redevelopment of areas with a budget for the purchase of artworks.
In fact, the major French and international companies see in anthropometry art means an investment with lower taxation and a positive impact on their brand. Through the creation of dedicated structures such as foundations, they dress their spaces accessible to the public in contemporary art. My Art Invest has legitimacy among the creation of its innovative platform, which by its position to enable investors to make capital gains. Thus, the strategy of the company is based on the selection of works brought to appreciate in value. Similarly, the major market players support the French and international contemporary art is a key asset.
Sourcing of artworks The sourcing of artworks t is done in the world My Art Invest has a network of galleries in the world: Paris, London, New York, Los Angels, Berlin, Switzerland, Japan Article, a website which lists all auction sales rooms of the world : Leader of the databases and indices of Art – More than 27 million indices and auction results covering 450,000 artists – Permanently enriches its databanks with information from 3,600 auction houses – Publishes continuous trends Art Market for the main agencies and 6,300 press titles worldwide – Diffuse to its 1. Million members, standard ads, which now is the first lobar marketplace for buying and selling works of Art – Article Images provides unlimited access to the largest Art Market in the world, a library of 108 million images or engravings of works of art from 1700 to the present day commentary by its historians. Beyond its Standardized Marketplace, Article has the world’s largest file Fine Art qualified customers. This client file (preserving logs customer behavior in cataloged auction since the birth of the art auction in Europe early nineteenth century.
The selection of the artists referenced on the site responds to a detailed next slide ND integrating rigorous process including Rating defined by a gallery or auction house Support the artist by an international gallery fame Approximately 95% of artists selected follows this criteria The selection of artists meets a rigorous process including analysis of the following criteria: Period of artists: contemporary art / modern art Existence off market listing auctions ? If yes : What percentage of the rate of returns ? What level of rating ? Existence of records in sales room ? Existence off listing in galleries ? Which ones ? In France ? In Abroad ? What price gallery ? Attendance at fairs ? Which ones ? Acquisition of works by collectors recognized ? What changes in prices over a period of 4/5 years prior to today ? What future projects ? Collaborations, exhibitions Are there any editions of prints ? For photography : What type of editions ? Only limited ?
Multiple formats on an image ? A summary of these criteria is achieved and comprehensive analysis helps stop decision on the selection of the artist. An innovative internet platform : the new e-business model According to Soothers and Christie the market for the modern art is composed to 8% of public transaction of under 5 000 ? transaction and the majority of artwork than My Art Invest sales are under 5 000 ?. The goal of this business model is to facilitate the purchase and the investment.
In contemporary art we could identify four business models : Business models centered on innovative art : This business model is principally composed to association, so not to profit to the gallery, people whose composed this business model are student of school of fine art who want develop and create a new innovative practices with professors artist network and thus they create their own new network. These collaborations include co-publication of catalogues, exchange of exhibitions or organization of Joint exhibitions, and accommodation of artists in residence.
All of this project have to goal to facilitate and help students for their future professional life. This allows to confront innovation versus tradition. This business model is principally composed to dealer network. The goal is to facilitate the promotion of artist in local city, who don’t have and who is not connected with expert network. This galleries is made for offering local artwork at the customers and all of artworks are strictly selected. For the promotion of the gallery, the communication is minimal and the only examples are the flyers distribution by tourist centers.
In France, the art market regional (outside Paris) is mostly composed by this business model. This allows to confront artwork versus project. Business model centered on the artwork : The art gallery is at the center of the art economy and it’s the intermediary between the artist and the customer. In this business model, they is not expert and the price of the artwork is fixed by the gallery. They are three types of gallery in this business model : Point of sale gallery : it’s the intermediary in the art exchange and when the artwork is sold the artist takes the half part of the price and the gallery takes the other half part.
The gallery represent the artist and the artist can be represented by many galleries. The artist is at the center of the value-chain Promotion gallery : it’s small gallery who are managed by people who are studied in art history and are worked for cultural institution. The network of the gallery is very complex because the gallery deal with museum, regional office and the ministry of the culture for example. Mostly of those galleries are young and have difficult to survive cause the finance side. Springboard gallery : it’s the not for profit variation of the promotion gallery.
The gallery was often create by teachers, holders or former. The gallery is a part of the institutional network. These galleries are often the first step in the career paths of fine art graduates. Business model centered on the project : This model is focus on one artist and the goal is not to sale artworks and obtaining the financing for the artist. The only limited is the time and the space each new project. These project are mostly financing by sponsoring, public financial bakers and associations. My Art Invest is founded on a new business model based on e-business. The project is a platform who put in link artist and buyers.
My Art Invest use an other site to facilitate the selection and than the selection will be of good quality. The platform is a market place for people who want invest in the art and don’t want or don’t have the space to stock the artwork in their home. It’s an innovative platform because You can buy Just one part of the artwork like part of the capital of a company. You can keep our part or wait to the value of the artwork increases and sale your part(s). So the transaction model of My Art Invest is based on the same system than the stock exchange system : a system based on the speculation. That the principal function of My Art Invest.