The Bright Humans - Un Progetto Musicale nell'Industria della Musica Corrente

A business model describes the rationale of how an organization creates, delivers, and captures value (Osterwalder et al., 2010). We can define the business model through nine sections, which make up the business model canvas. Those nine components are the value proposition, customer segments, channels, customer relationships, key resources, key activities, key partners, revenue streams, and the cost structure. It is then necessary to distinguish the concept of the business model from other ones like the resource-based view, strategy, revenue model and economic model. Ultimately, the business model is more detailed than the resource-based view, it is part of the strategic process , it includes a revenue model, and it is not an economic model. The business plan is instead a document that describes the company even more in details than the business model, and it serves strategic, budgeting and communication purposes . According to Ernst & Young (1997), a business plan should be composed as follows: executive summary, market analysis, company description, marketing and sales activities, products and services, operations, management and ownership, funds required and their uses, financial data. The business model and the business plan of The Bright Humans will be based on the vision, mission, and values of the company. It will imply that the project needs to remain independent from record labels, choosing a focus differentiation strategy with the objective of remaining a medium level band in the long term, never targeting the mass market. The only exception will be made for the merchandising section, which has the objective of developing into a true exclusive clothing brand. The company will therefore offer unique entertainment under the form of music, both through concerts and recordings, exclusive merchandising, and high-quality content on social media. All of this will create a brand of quality and uniqueness, which coupled with the business background of some components will enhance the possibilities of success of the company. Success for this type of musical project will mean meeting strategic goals, which push growth and expansion both in terms of geographical area and of target market size. As a consequence, a stable and satisfying financial situation will be achieved.