Digital Ecstasy Games Marketing Plan

Your Luggage... Is it Protected???

“When your luggage is lost, stolen, or tampered with, AKQYS protects you.” This tag line pulled from the AKQYS (pronounced Ahh-kiss) website sums up this product perfectly. AKQYS is a luggage tracking company based in Florida. Their product is a tracking device that not only tracks where your luggage has been, but if it has been opened.  If that isn’t enough, they also offer a secondary device, a camera, which activates when the luggage is opened to see who is peeping inside of it.

This brainchild of Felix Mercado came about from a horrible experience he had when traveling with an airline. We all know the feeling: slight panic sets in, you look around your immediate vicinity, and then you begin to search your bags and wonder, “Did I leave it at home or did I pack it away with the other bags?” The truth is, you will never see it again. You have just lost your laptop… Utter dread sets in. This scenario was the exact case with Felix, his luggage was lost, but more importantly, an invaluable item that he used for his livelihood had vanished forever.

One Million Cups is an initiative created at Rollins College located in Winter Park Florida, which allows startups and businesses the opportunity to present themselves to listeners, students, and potential investors. As a student attending Full Sail Universities Entertainment Business program, I was given the chance and the pleasure to witness Felix and the AKQYS team present this ingenious idea first hand. Our Product and Artist development class was given an assignment that related to the presentation. The following are the questions from the assignment and how I chose to answer them.

Website

Twitter

Facebook

Orlando Sentinel

1. What did you think of the business concepts?

         I felt, overall, that the product was a great concept. It serves a purpose, solves an issue, and caters to a certain market that lives a particular lifestyle.

2. Are they viable and something the market might want, or are they ill conceived or misplaced?

         Both the product and business are definitely attractive, and are something the market needs. Mercado showed how luggage theft, loss, and invasion of privacy are an epidemic. He also compared how his product “trumps” the others.

3. Do the presenters appear to have a good understanding of their target market(s)?

Felix was the only presenter. He clearly understood his market and whom he was trying to pitch his product to. The AKQYS team is targeting the travel industry, or the travel security industry, to be more specific.

4. Do they know their product/service inside out?

They definitely knew their product. Mercado spoke about everything from the functions of the device, patents, and even privacy. He clearly understood the specifics of both his devices and his services.

5. What did you like or dis-like about the presentations?

The AKQYS presentation was great. They know their product, are passionate about it, and clearly communicated their vision using a well made keynote. Felix as a speaker was engaging, charismatic, and confident. If I had to be critical and choose something I did not like about the presentation, it would be the lack of a physical version or prototype, for us to see. However, time did not lend itself for physical prototypes to be showcased. Here is a LINK to see the devices in comparison to luggage.

6. Do you think that pitching at One Million Cups is effective marketing? 

I think One Million Cups is great place to share your idea, engage in feedback, and practice presenting your product. I do not see it as an effective marketing plan...yet. One Million Cups is growing and spreading to other areas in central Florida. I can see it becoming a viable marketing source in the near future.

7. If you found any of the concepts appealing, what would you do to "take them to the next level?"

Felix Mercado has his finger on the pulse of the industry and appears to be on the right track to success. The AKQYS website is functional, the marketing plan is sound, and the potential partners he described are perfect. There is not much I could suggest to him that will take him to the next level. However, I did feel the site could be evolved to include a marketplace where the device can be purchased. He did mention that a marketplace was in the works. Simple and ease of use is the motivation behind their products so the option to subscribe to a newsletter for updates and the ability to pre-order is the focus at the moment.

Sanchez Andrew Loog Oldham Presentation

Major Players Review: United Talent Agency V.S. Brevard Talent Group

Major Players Review:United Talent Agency v Brevard Talent Group

Edward SanchezFull Sail University

Product and Artist Management

Christine Winn

 The United Talent Agency (UTA) and Brevard Talent Group (BTG) are two agencies that offer similar services in the entertainment industry. One is a highly known worldwide name that caters to highly known celebrities. The other is based out of Florida and serves industry professionals who are not as famous. Both offer similar management services to their clients. Let’s compare them to determine what essentially sets these two companies apart; who they are, what exact services they offer, and their target market.

UTA:

•       A premier global talent agency who has offices in Los Angeles, Nashville, New York, Miami, Toronto, London, Malmö founded in 1991
•       Considered a Hollywood powerhouse
•       In the late 1990’s, considered an upstart challenger to William Morris Agency and Creative Arts Agency (two significant names during that time)
•       Represented Jim Carrey for the Cable Guy and made a 20 million dollar upfront deal
•       They cater to motion picture, television, music, digital, broadcast news, theater, video games, fine-art, live entertainment, and books
•       UTA has over 100 agents, each having more than 10 years experience, and operates exclusively by referral
•       They are recognized for offering film finance, film packaging, branding, licensing, endorsements, corporate consulting, venture funding, and strategic advice from startups to Fortune 500 companies.
•       UTA owns the news and reality based agency Bienstock founded in 1964
•       UTA Founded and co-owns a marketing firm called United Entertainment Group which handles branding
•       Partnered with Delta, Oakley, Barbie, DreamWorks, WebMD, American Girl, Fisher Price and Zynga to name a few
•       They have over 500 clients, a few high profile clients include:

o   Singer Songwriter- Mariah Carey, 50Cent, Kanye West

o   Actors- Angelina Jolie, Johnny Depp, Kevin Hart Martin Lawrence, Barbra Streisand

o   Filmmaker & Screen Writers- The Cohen Brothers, Judd Aptow, Peter Morgan

o   TV writers, Creators, & Producers- Sally Ann Salsano, Shane Dawson, Chuck Lorre

•       The New York based firm United Entertainment Group caters to corporate clients such as Frito-Lay, AT&T, Starbucks, Nestle, and Avon. They offer services such as brand development, property development and multi-cultural marketing
•       They have strategically hired several of the top performing agents in all fields who have brought in highly recognizable clients to the agency

BTG:

•            Florida based company located in Orlando
•            Incorporated in 1989 by President and Founder Traci Danielle
•            Small Business with less than 5 Agents
•            Over a 150 clients
•            Affiliated with EQUITY and SAG- AFTRA
•            BTG serve Actors and Voice Over Artists
•            Several notable credits BTG has worked on are:

o   Film- Ace Ventura 3, Bad Boys 2, Baitshop, Battle Los Angeles, Dolphin Tale, Deuce Bigalow: European Gigolo, GI Jane, The Curious Case of Benjamin Button, Transformers 3, Waterboy, and Phone Booth

o   Television- All My Children, Army Wives, Bold & the Beautiful, Burn Notice, CSI Miami, Dawson’s Creek, Vampire Diaries

o   Commercials- AARP, ADT Security, Bud Light, Bush Gardens, Carnival Cruise Lines, McDonalds, Pepsi, Universal Studios

 After comparing them, it is simple to notice the difference between the two companies. They each serve the grand purpose of a talent agency in the entertainment industry, which happens to represent the client to the best of their abilities. UTA caters to a larger market and offers clients further exposure with additional services. The expertise brought in by United Talent Agency is also a sizeable difference. UTA has recruited high profile agents with over ten years of experience who have represented established clients. Their contacts alone are invaluable and would be a boon to any company. However, with UTA being so large, one can assume that a number of clients fall by the wayside or fail to attract the attention they may need to grow.

 BTG on the other hand remains a much smaller company. They do not offer the exposure, partnerships and expertise as UTA, nevertheless it’s easier to walk in the door with them. A fresh actor will have an optimal chance of being represented by BTG and will receive a personalized experience. A manager breaking into the business might also find it much easier to intern, or even land a job with Brevard Talent Group. As a budding “green” artist manager, I would ultimately prefer Brevard and gain experience. Using BTG as a springboard, I would find and nurture talent and develop a stellar roster to show UTA for a possible job in the future.

References

(1) ABOUT US. (n.d.). Retrieved December 2, 2015, from http://www.unitedtalent.com

Finke, N. (2006, September 13). 2nd UPDATE: Jim Carrey Fires Long-Time UTA and Long-Loyal Nick Stevens.

(2) "The Fix Is In" For CAA To Sign Jim. But Nick Gave Ari Advice On How To Bag Carrey. Retrieved December 2, 2015, from http://deadline.com/2006/09/exclusive-jim-carrey-fires-agency-574/

(3) Finke, N. (2006, September 13). 2nd UPDATE: Jim Carrey Fires Long-Time UTA and Long-Loyal Nick Stevens. "The Fix Is In" For CAA To Sign Jim. But Nick Gave Ari Advice On How To Bag Carrey. Retrieved December 2, 2015, from http://deadline.com/2006/09/exclusive-jim-carrey-fires-agency-574/

(4) Graser, M. (2007, September 9). UTA, Moses taking brand stand. Retrieved December 2, 2015, from http://variety.com/2007/scene/markets-festivals/uta-moses-taking-brand-stand-1117971708/

(5) Submission Info. (2015, February 8). Retrieved December 2, 2015, from http://brevardtalentgroup.com/submission-info/

(6) Brevard Talent Group located in Orlando, FL. (2015, December 2). Retrieved December 2, 2015, from http://profile.infofree.com/biz/FL/Orlando/Brevard Talent Group/11132552819263

(7) BREVARD TALENT GROUP, INC. (n.d.). Retrieved December 2, 2015, from http://www.companies-florida.com/brevard-talent-group-inc-gx41/

Mastery Journal: Negotiations and Deal Making

Mastery Journal:

Negotiations and Deal Making

FullSail University

What a month! Negotiation and Deal Making was an incredible class. The instructor Elizabeth Rockhill Counsman, Esq. is a fabulous instructor who is very knowledgeable on this subject. We learned topics such as: the difference between Positions and Interests, what are Dirty Tricks and how to recognize them, why Mutual Benefit is imperative, the benefits of being Prepared, how to use Objective Criteria, what a BATNA (best alternative to a negotiated agreement) is and most importantly, Separating the Person from the Problem. My goal for this class, was to understand how I personally perform in a negotiation setting so that I may build the skills needed to become a more successful negotiator. Ultimately, This class delivered that and more.

Initially, this class was not what I expected. I assumed the focus would be on case studies and papers. Instead, Mrs. Counsman used scenarios in which we role-played specific negotiations. The purpose of these scenarios was to understand how we would handle the outcome of each deal. We had one role-playing exercise each week with a worksheet that accompanied it. The worksheet challenged us to review how the concepts she taught us were applied to the issue. I truly enjoyed getting into character and observing how the other students would play their roles. Having a chance to learn this way gave us the opportunity to apply the lessons she taught and evaluate what our strengths and weaknesses were. It was easy to see from the first negotiation, that the selfish mentality of winning, losing, and bartering came into play. For some students, it was a competition and would ask, “how do you feel you won”, in reference to the outcome of the negation. Strangely however, the outcome was beneficial to both parties and in essence both were winners.

A great example of what we learned is the Orange story. Two kids are arguing for an orange, the mother in her wisdom intervenes and figures out that each child wants the Orange. She determines that the solution is to split it in half. Using this solution both children are 50% satisfied with there half of the orange. Mrs. Counsmans showed us that, understanding the interest (why they want it), in the orange would aid in achieving a solution where both children would be 100% satisfied. In this scenario, one child wanted the orange peels to make a cake; the other wanted to eat it. With this knowledge, the more obvious solution would have been to give one child the peels and the other the fruit. Sadly, this concept is lost when parties are in a negotiation. This is mainly due to factors like negative emotions, perception, and lack of preparation, which strongly affect the outcome. Elizabeth educated us that the person is not the problem. We must separate the person from the issue and focus on finding a solution to the concern that benefits both parties.

The concepts learned will undoubtedly be in my negotiation tool bag for years to come. I feel extremely confident stepping into a mediation or negotiation now then I have ever been. I will continue to read the resources that were available to me during class. Utilizing these new skills and experiences to resolve issues amicably and with a mutually beneficial outcome will make me a well-rounded individual overall. I ultimately feel that I reached my goal stated in my mastery journal and ready to use what I learned in any situation.

Interview Blog

Anna Lipsey

Email

Linkedin

Twitter

Summary: 

 Anna Lipsey worked for Acme Comic Superstore as an Event Planner and Coordinator. Anna was responsible for planning social media strategies and campaigns. She also produced, planned, and organized events such as: original productions, art exhibits, open mic nights, gaming tournaments, workshops, and movie nights. She has a strong work ethic and an awesome attitude that fuels her ability to make things happen. Anna’s outgoing personality, character, willingness to work hard and ability to solve problems, makes her a perfect candidate in illustrating how to handle a negotiation properly. The following is an interview conducted by Blueprints to Entrepreneurship (BTE) with Anna on the subject.

Negotiation Topics:

   1     Separating the person from the problem:

       Getting caught up inside negotiations is common. We must learn that in most cases, "the problem is the issue, not the person. Finding ways to separate yourself from it is key to being successful in negotiating. Some good practices are: looking at the issue from their point of view, have clear communication, and not attacking the person (verbal bullying). 

BTE-     In your negotiations, how have you been able to separate the person, from the problem you are trying to solve?

 Anna- “I have to put all of my feelings (good and bad) aside and focus on the topic at hand. Whatever we are negotiating is usually affecting others, not just myself, so I have to make sure I go in level headed and open minded to accomplish what I was meant to accomplish.”

BTE-     What tips have you learned along the way that you find helpful and would recommend?

 Anna- “Being fair and compromising is everything! It is very difficult to negotiate with a person who refuses to budge. You can still get what you want from a situation while also benefitting the other person as long as both sides truly listen and stay open minded.”

   2     Mutual benefit:

       An agreement that benefits both parties. It is common to enter a negotiation with self interests. However what some people fail to see is that both parties have problems, and great deal makers can come up with solutions to both problems that benefit everyone in someway. 

BTE-     Most negotiations assume a competitive role. Can you think of a time where both parties came to a mutual benefit?

 Anna- “An actor who was on a famous television show in the 90’s approached Acme Comics and Collectibles and asked if he could perform his adult rated comedy skit in our Danger Room. As the Event Coordinator, and also handling our PR, I had to negotiate with his manager about his fee, as well as the topics he was looking to cover during his performance; to guarantee Acme customers would not leave with any negative feelings towards the establishment. After many back and forth phone calls, both parties agreed on ticket sale percentages, marketing platforms and “Do’s and Dont’s”. The night was a success.”

   3     Objective criteria:

Objective Criteria is usually a standard you can reference when negotiating terms. It is a good practice to research the negotiation before hand so that you may determine what some standards are so that they me be a reference or even a starting point.

BTE-     Was there ever a time in a negation with someone that either party used the “industry standard”? Did it help or hurt the negotiation?

 Anna- ”Going back to the story regarding the 90s television actor, his manager stated he would be sending over a rider for Acme to look over and agree to. I stated that we were not in the position to comply with such a rider and that his team would need to take care of that before arriving. The manager explained that the “industry standard” is that all performers have a rider. I kindly let him know that he was not dealing with a typical venue and that Acme employees were already skeptical about allowing him into our establishment due to his current reputation. The manager then backed down.”

   4     BATNA:

Your BATNA is the Best Alternative To A Negotiated Agreement or your back up plan. Some BATNA's are more beneficial than others. It is imperative that you do not let your BATNA become a crutch or blind you to a potential agreement that mutually benefits both partie. 

BTE-     Have you been in a negotiation where you knew the other persons BATNA, and if so how did you prepare for it?

 Anna- “With my current position, I knew they were looking at other candidates, but I also realized I had more experience than my competitors. After I was offered the position and salary, I counter offered with a higher salary. I knew that they could easily go with another candidate who was willing to do the work for a cheaper cost, so I used that opportunity to tell them what I could bring to the table that others could not. With that being said, we met in the middle and I was given the job with a higher salary than others, but slightly less than what I had hoped for walking in. I prepared for that negotiation by thinking long and hard about what set me apart from others.”

   5     Emotions:

It is impossible to separate emotions from a negotiation, but negative emotions can ruin the chance to see a deal through. It is important to keep negative emotions in check and focus on the problem.

BTE-     What has been your experience with dealing with negative emotions and how have you been able to manage it during a negotiation?

 Anna- “I very rarely dislike people, but when I do, I do. A company approached us at Acme Comics a while back and wanted to join forces while taking 50% revenue from one of our most popular events at the time. The woman over the organization had previously asked if they could be involved, and I explained the options she had. She did not particularly like the choices I offered, so we ended the conversation. A few weeks later while I was out of the office, she approached my coworkers again. It was hard to negotiate with someone who I disliked because they were solely looking for their own personal gain instead of benefitting both parties, but after many conversations, we agreed to have her be involved in a way that would assist her organization while being fair to Acme.”

Below are great books that discuss Negotiation's more in depth:
The Handbook of Conflict Resolution: Theory and Practice, 3rd Edition
Contract Negotiation Handbook: Getting the Most Out of Commercial Deals
What Makes a Leader: Why Emotional Intelligence Matters
Getting to Yes: Negotiating Agreement Without Giving In