Preface: How to use this book

PART A: Contextualising Your Artistic Passion

Chapter 1: Starting out with vision
Thinking Creatively
Why is Creativity Important?
Generating new ideas
Working Creatively
Knowing the way you work best
Finding the right direction
CASE STUDY: Isobel Knowles

Chapter 2: Researching the Creative Industries
Researching the creative industries
Defining creative industries
Contributions of the Creative Industries
The value of knowing the numbers
Industry peak bodies and service organisations
Key government organisations
Research and industry institutions
Venues and distribution
Researching Peers, Mentors and Communities
Communities of Practice
Networks
Mentor Role and Purpose
Finding the right information
CASE STUDY: Aimee Smith

Chapter 3: Ways of Working
Structures
Working individually
Don’t give up your day job?
Ways of Working Well with Others
Choosing the right communication channel
Running effective meetings
Negotiation skills
Resolving conflicts
Ground rules for teams
Dealing with stress
Time management
Keeping on track with your goals
Learning how you spend your time
Working with your personal rhythms
Interruptions
Strategies for managing your time
The reality of administration

PART B: Convincing Others of Your Vision

Chapter 4: Communicating your creative practice
Communicating your practice
Defining communication
Communication channels
Knowing Your Audience
What is market research?
Identifying your targeted market
Knowing your environment
Knowing your audience
Standing out from the competition
Communicating Your Vision
Capability statement
Artist statement
Communicating your practice online
Websites
Social media and the creative artist
Other online networks
CASE STUDY: Benjamin Law

Chapter 5: Convincing Others
Getting your foot in the door
Pitching
Preparing your pitch
The presentation
What is an elevator pitch?
Written pitches
Proposals – grants and sponsorships
The grant proposal
Seeking out sponsorships
How is Your Practice Different?
Unique approach
Price
Poorly served audience
Expertise
Are you ready for a niche?

Part C Leaping Into Creative Action

Chapter 6: Setting up arts projects
Arts Project Management for Freelancers
Developing the project concept
Scoping the project
Scoping funding options
Managing Arts Projects
Stage 1: Defining the arts project
Stage 2: Planning the arts project
Stage 3: Implementing the arts project
Stage 4: Evaluating the arts project
Common Project Issues
Timelines and deadlines
Changes to resources in the project plan
Changes to project objectives
Success factors in arts project management
CASE STUDY: Clare Poppi

Chapter 7: Arts Marketing
Context
Defining Arts Marketing
Supply and Demand
Structure of a Marketing Plan
Strategic Marketing
SWOT analysis
Strategic marketing objectives
Arts Marketing 4Ps: Product, Place, Price, Promotion
Product
Place
Price
Promotion
Budgeting for Marketing
Setting the marketing budget
Elements of a marketing budget
Marketing Budget - Promotion
Top tips for promotion budgets
CASE STUDY: David Finnigan

Chapter 8: Planning the Money
Financial Skills
Financial Planning for your Freelance Practice
Financial Planning
Financial Reporting
Budgeting
Financial terms
Budgeting your Projects
Starting a Project – Budget
Costing and Pricing
Raising an Income
Fundraising
Sponsorship
Arts grant-giving organisations
Philanthropy
CASE STUDY: Tim Syrota

Chapter 9: Planning for Expansion
Identifying Skills for Growth
Complex Project Skills
Managing an event
Reviewing venues and spaces
Contingency planning
Getting it Right Legally
Obtaining a tax file number
Australian Business Number (ABN) & GST registration
Intellectual property
Ethics
Occupational Health and Safety (OHS)
Insurance
Conditions and contracts
Business Skills
Setting up a business structure
Setting up administrative systems
Training and professional development
Change and a small arts enterprise
CASE STUDY: Zoe Pepper

Chapter 10: Career options
Creative Industries Careers
Arts employment research
Practical models for an arts career
Measuring value – creative, artistic, financial
Economic and cultural value, and creative industries
Value of communities of creativity
Reviewing/renewing the vision
Niche and difference
Funding options
Networks and mentors
The case for creativity as a career
Changing career directions
Artist as change agent
CASE STUDY: Jonathan Wilson

Implementation Guide – a guide detailing the purpose for each section of the book and possible aims for assessment of learning.