Arts & Business / Belfast City CouncilLink Initiative 2007 - 2008

Session 7: Creative Business SellingAvoiding the creative guilt trip… and funding it along the way

Justin Magee

creativebusinessselling

What are you selling/ providing?

Is it better/ different from the competition?

Is it new or novel?

Does it have the edge?

creativeindividuality

Is your personality evident in your product?

Is your product/ service IP protected?

Can you keep ahead of the competition?

Be the only one to provide a different approach to the business your are in

creativeguilttrips

It takes time away from core business

It takes money which I don’t have

I have other deadlines -which is most important?

My Boss thinks I am wasting valuable time

I love being creative so it must be wrong!

creativeexemption

The creativity process is your core business

Being creative will earn you money and there are other funding opportunities

Creative R&D needs to be balanced with cash flow business

Creative R&D is Tax claimable and can makes leaders from companies = happy boss

To starve creativity is wrong for you and the wider industry

24% NI Design consultancies are evolving in discipline : Trans-disciplinary = Creative Promiscuity

National average =17%

[Design Council 2005]

creativebusinessfacts

GLOBAL ISSUES2003- South Korea Government: Launch of an aggressive design policy towards a world leading knowledge based economy by 2010. [others have followed in response]

Europe as a nation needs to understand that “it is necessary to invest properly in the development of design as an integral aspect of economic growth”

[Thomson M 2004]

Business survey 2006; from the hundred most innovative companies and the top four were of course Apple, Google, 3M and Toyota, and what the commentators were saying was that these people were innovative because they were focusing right at the front end of innovation, they were putting a lot of effort in to the discovery end of innovation as opposed to not simply the delivery, or even the creative design phase in the middle, they were looking at unmet needs and emerging trends and change

[Meyerson 2007]

Research by the Design Council shows that over a ten-year period, UK quoted companies identified as effective users of design out-performed the FTSE 100 by 200 per cent. But too many UK companies spend nothing on design, which shows that design-led planning is not part of mainstream business thinking

[Darling 2006]

New research from the Design Council confirms that, for SME’s adding value through design is ‘best for boosting competitiveness’

[Design Council 2007]

creative R&D case study

creative R&D case study

Homer goes to Chiropractor with a sore back!

Dr. Steve: We don't actually crack backs. It's merely an adjustment...OK, you're going to hear a loud cracking sound.

Homer: Hey, it feels a little better.

Dr. Steve: I thought it might. Now I need to see you three times a week for many years.

Home again, Homer hurts his back racking leaves and complains that Dr. Steve didn't help his back. Bart, his son, asks if he had been doing the exercises Dr. Steve prescribed. Homer, of course, hadn't followed the DC's instructions. Meanwhile, Homer falls backward over his trashcan and dents it. The fall relieves his pain.

Bart: The trash can must have un-kinked your back.

Homer: That's not a trashcan, it's Dr. Homer's miracle spine-o-cylinder, patent pending.

Homer opens a clinic in his garage [The Simpsons 2001]

creative R&D case study

Skeletal Joe spinal mapping method

Product design my expertise Clinical practice new R&D

Software development future income?

Clinician: Here comes one of those Arty people trying to know what he doesn’t know

Arty person: How can I convince these experts that what I have might offer benefit?

Moment of madness: Join a clinical research group and Do a PhD!!!!!

Typical R&D issue

problem identification

Measuring the profile and form of the skeletal spine is difficult:

Loaded + relaxed spine

Entire spine

Serial monitoring

Need for 3D analysis

problem identification

Modality Accuracy Cost Spinal Capture Invasive

Entire Loaded (IRMER 2000)

MRI (* Upright MRI) High High (most) sections *Yes No

CT High (most) High Yes No Yes

X-ray High High sections Yes Yes

Posture-pro No publications Medium Yes Yes No

Spinal mouse Global only(Mannion et al 2004)

Business Service

Yes Yes No

BioPrint Global only(Nomand et al 2002)

Business Service

Yes Yes No

Inclinometers Low Low Yes Yes No

Flexible ruler Low (MacKenzie 1996)

Low Yes Yes No

MacKenzie T.C., Techniques for measuring Lumbar curvature and lumbar shape of the spine: A literature review, Exploring new horizons…Pioneering the 21st century, RESNA 1996 p43Mannion et al, A new skin-surface device for measuring the curvature and global and segmental ranges of motion of the spine: reliability of measurements and comparison with data reviewed from the literature, Eur Spine J vol. 13, 2004, p122-136Nomand et al, Reliability and measurement error of the Bio-tonix video posture evaluation system-part 1 inanimate objects, JMPT vol. 25 no 4, p246-250

problem identification

hypothesis

The entire static, loaded spine of a healthy individual can be accurately measured for the purpose of serial monitoring, using:

External bony landmarks (+ body markers)

2D digital photography

3D computer modelling

objectives

To develop a software product and protocol for clinicians

Measurement: linear (mm) and angular (° ) dimensions:

Cobb Centroid HPT Centroid

Cervical Spine (neck) Lumber Spine (back)

J Magee 2006 DE Harrison 2001

objectives

Dreyfuss & Dempster independent research

Dreyfuss describes a family of ergonomic manikins: Joe, Josephine & Joe Jr.

Who is/ What is ‘Skeletal Joe’?

How might they move?

Dempster, W.T., Space requirements of the seated operator. Wright-Patterson Airforce Base, Ohio, 1955, pp. 55–159

Dreyfuss H, Designing for People , New York: Simon & Schuster, 1955, p26-43

content development

Data collation

White males and females American, European, Middle Eastern & South African sources 18-65 years old Normal healthy spines

Outcomes

Detailed spreadsheets (M&F) 2D engineering drawings (M) 3D computer model (M)

.PDF

content development

creative R&D case study

content development

Body Marker

Image registration grids

Posture Rig

content development

enterprise milestones

Feb 2005 Body Marker initial patent application

March 2005 Body Marker prototypes produced

April 2005 Brandt Translations partner company identified computer programming outsourcing

Oct 2005 2D to 3D mapping processethical approval (Health Science IRRB)

May 2006 Modified Patent for filing

June 2007 Ulster Spine Centre partner company identified validation using Adani x-ray system

Jan 2008 Skeletal Joe articulation model evaluation ethical approval (Health Science IRRB)

funding processDate Award

BodyAward/ programme

Success

Rate

Project *Applicants/ Co-applicants

Amount

2001 AHRB Innovation Award scheme

No Bio-Interactive 3D (Digital Human)

None £48,667

2002 DCAL CSF Yes OrthopedX None £44,323

(+£51,000 UU)

2003 DCAL CSF No Big Chief animation T Zeeman £45,158

2003 NESTA Innovation and Invention

No Big Chief Animation T Zeeman £37,946

2003 RCUK National Business Plan Competition

Yes OrthopedX – 1st stage short list

None Training programme

(value = £1K)

2004 AHRC Research Leave Scheme

No Digital Human Project

None £9,009

2004 dti KTP Yes Street Play Leisure D McKeag £104,000

2005 DEL/ UU HEIF8 Yes Spinal imaging aparatus

J Winder

B McClelland

£1,513

Date Award Body

Award/ programme

Success

Rate

Project *Applicants/ Co-applicants

Amount

2005 Interreg III

MIDAS Yes Spinal imaging algorithm

J Winder

B McClelland

£14,000

2005 NORIBIC TSP Yes 1 year consultancy

contract

S McGilloway

UUTech Ltd.

£3,000

2005 dti KTP Yes Decora Blinds *D McKeag £300,000

2005 dti KTP Yes Northstone *D McKeag £144,000

2005 NORIBIC WIN Yes 1 year contract S McGilloway

UUTech Ltd.

£9,240

2005 RCUK Academic

Fellowships

Yes Digital Human Project

Until 2012

K Mey

I Montgommery

£250,000

2006 DEL / UU

HEIF8 Yes 3D Camera lease J Winder

W Mcknight

R Baggs (RVH)

£3,000

funding process

Date Award Body

Award/ programme

Success

Rate

Project *Applicants/ Co-applicants

Amount

2006 Invest NI DDP Yes 3 years consultancy

S McGilloway

UUTech Ltd

£7,840

(so far)

2006 NI HPSS RRG8 Cohesion Fund

Yes Spinal Imaging Algorithm

J Winder

B McClelland

£3,000

2007 DEL/ UU HEIF8 Yes Spinal Imaging Algorithm

J Winder

B McClelland

£4,000

2007 DEL/ UU HEIF8 Yes Reinventing the wheel

(Business & Design)

K Hutchison

B Henderson

S McGilloway

M Cullen

R Hodge

£5,000

2007 DEL/ UU HEIF8 Yes Manufacturing software

*S McGilloway

G Moore

£4,000

2007 DEL/ UU HEIF8 Yes Games Design Workshops

M Cullen

M Callaghan

£5,000

2008 DEL/ UU HEIF8 No 2nd life server system

*M Callaghan

M Cullen

S Wilson

£5,000

2008 DEL/ UU HEIF8 Yes Better design for better well being

M Gillespie

S McGilloway

£5,000

funding process

Date Award Body

Award/ programme

Success

Rate

Project *Applicants/ Co-applicants

Amount

2008 DEL/ UU HEIF8 No MoCap *T Quigley

E Wallace

M Mc Neill

£5,000

2008 DEL/ UU HEIF8 Yes iThink *M Mulvenna + 6

£5,000

2008 DEL/ UU HEIF8 No Anime Society *M Callaghan

M Cullen

S Wilson

£5,000

2008 DEL/ UU HEIF8 No 2nd Life real estate purchase

*M Callaghan

M Cullen

S Wilson

£5,000

2008 DEL/ UU HEIF8 Yes Digital sketching S McGilloway £1,760

2008 25K Awards

NISP Pending Emotionalise *L Bond

T Quigley

R McClean

S McCann

A Bannon

£25,000

Total Applied for

Total Secured

Success Rate

£ 938,676 (£963,676)

£ 777,886

20 / 24 = 83%

funding process

dissemination / credibility/ exposureSkeletal Joe Model

Magee JDM, McClelland B, Winder J, 2007, “A human shape modelling method for quantifying inter-vertebral measurement” IPEM Human Shape: How can measurements and modelling improve outcomes for patients with profound abnormalities of posture? Magee JDM, 2006, “Skeletal Joe Mapping Method”, RRG8 Away Day, Imaging Group, Burrendale Hotel, Co. Down

Magee JDM, McClelland B., Winder J. 2005, “Discovering Skeletal Joe Median”, Humanizing Work and Working Environments, HWWE2005 International Ergonomics conference paper and proceedings, Guwahati, India (ISBN 81-8424-124-0)Magee JDM, 2005, “Discovering Skeletal Joe Median”, Academic Poster, RRG 8 Away Day, Speaker, Belfast Castle Magee JDM, 2005, “Discovering Skeletal Joe Median”, Northern Ireland Medical Imaging (NIMI) Forum, Academic Poster, Abstract and Speaker, Malone House, BelfastMagee JDM, 2005,“Medical Device for Spinal Imaging”, The Research Office, Speaker, Northern Ireland Science Park, Queens Island, Belfast Magee JDM, 2005, “Spinal Mapping using Body Surface Geometry”, RRG8, Imaging Group, Belfast Castle

Spinal Imaging Method

Arthur K, Magee JDM, Winder J, 2007, “A Landmark image registration using an object model approach” IPEM, Human Shape: How can measurements and modelling improve outcomes for patients with profound abnormalities of posture? Magee JDM, 2005, Medical Devices, RRG8 & R&D Office, Queen’s Island BelfastMagee JDM, 2005, Spinal mapping, RRG8 Imaging Group presentation, Belfast CastleMagee JDM, 2003, Knowledge Club: Economy Northwest- Life &Health Sciences. prototype demonstration (UUM)March 2003 Intelligent Multimedia international conference (UUM)Magee JDM, Quigley TM, Lyons S, 2003 “Designing a prototype with elements of virtual behaviour”, Eurographics Ireland Chapter, Coleraine (ISSN 1649-1807)

The Issues: University V’s Commercial sector

Universities recognise the R&D need (20% of time)

Creative Industries need to recognise the R&D value (common practice in science and engineering businesses)

Creative Industries Strategy (Invest NI): initially up-skilling Content Creation (the knowledge base)

These can be achieved through R&D at a % which works for you or your company.

creativeresearch&development