Market and feasibility studies
In our market and feasibility studies, we gauge opportunity for nonprofit ventures through qualitative interviews, industry research, quantitative surveys and cost benchmarking.
➤ Qualitative interviews
comprise confidential, online or in-person interviews with experts and stakeholders.​
➤ Industry research
involves searching, reading, analyzing, and distilling data from published information.​
➤ Quantitative surveys
use online platforms to poll specific populations of your stakeholders​​
➤ Cost benchmarking
including surveys on price points for new products, is achieved through all of the forms of research above.
My experience in this area
Municipality of Tianjin, China
Co-led a feasibility study for the city of Tianjin, China to establish the Tianjin Juilliard School.
Purpose
Understand the nature of the demand for Juilliard in China and quantify the governmental relationships, costs, educational focus and space needs necessary to offer Juilliard education in the region.
Work
I was part of a two-person team that mapped the music conservatory landscape of China through research and qualitative interviews with 143 experts, Juilliard alumni and potential stakeholders in China and around the world. We developed a working relationship with the Ministry of Education and other related agencies to assure that the initiative could meet the country's educational priorities; with Juilliard faculty and administrative leadership, we developed the academic and facility needs for the initiative, and built the initial operating model for the branch campus; with the Juilliard board, we developed guiding principles that kept decision-making within the bounds of Juilliard’s mission and values.
Results
The 135-page study provided an objective overview of opportunities and challenges, an initial operating model, projected budget, and risk analysis for both Juilliard and the Municipality of Tianjin. The study was the basis of successful joint venture discussions.
National Academy of Recording Arts & Sciences (Los Angeles, CA)
Key researcher and lead writer for a study of the potential presence of the Recording Academy in the Middle East / North Africa (MENA) region.
Purpose
Understand from industry professionals across MENA the history and current state of the recording and live music industry and the most effective ways that the Recording Academy might enter and become part of the region.
Work
As part of a small team led by the Greatest Works Agency (New York, NY) and working closely with the leadership of the Recording Academy (home of the GRAMMY Awards), we conducted in-person interviews of 160 artists and industry professionals across 12 countries in MENA. Research and interviews with professionals in the region’s media sector helped to clarify important aspects of a potential operating and funding model.
Result
The work resulted in a 437-page study, the first of its kind in the region, that provided a nuanced mapping of the live and recorded music industry in the region, confirmed key needs for the music sector, identified challenges and opportunities for the Recording Academy in the MENA region, identified potential avenues for long-term financial sustainability, and recommended practical steps forward. The Recording Academy's intentions to establish a presence in the region were announced publicly in 2024.
Museu de Arte de São Paulo (MASP)
Evaluated the landscape for new educational offerings at MASP
Purpose
In coordination with the opening of new educational spaces at MASP, examine the feasibility of expanding existing education programs and creating new ones in order to increase public engagement and non-philanthropic revenue
Work
With a Brazilian counterpart, we benchmarked education programs in national and international museums, compared these against the current offerings at MASP and evaluated their applicability to MASP and to their potential for new revenue. Working with an ad hoc segment of the MASP board of directors, we prioritized the findings and presented them to the executive board of the museum.
Result
MASP is implementing changes to current programs and piloting one potential new offering in 2025.
Orchestra of St. Luke's (New York, NY)
Completed an independent study of the marketability of a unique educational product developed by the Orchestra of St. Luke's (OSL)
Purpose
Understand the unique aspects of OSL’s “Narrative Biographical Concerts” in the orchestral market, identify the profile of orchestras most likely to use this product and identify potential price points for selling it to education departments of U.S. and Canadian orchestras.
Work
I independently interviewed 23 orchestras across the United States and Canada during a six-month period and presented an overview of the Narrative Biographical Concerts, which celebrate the music of underrepresented composers. Through the interviews and related online research, I mapped the potential interest in OSL’s product across all geographical regions of the U.S. and across the different classes of orchestras. Conversations with orchestral professionals helped quantify each orchestra’s approach to education, level of interest in OSL’s product, and ranges of cost that they would be willing to pay for such a product.
Result
I delivered a 50-page report that confirmed the uniqueness of OSL’s product, identified the orchestras most likely to buy it and at what potential cost. I presented the findings directly to the OSL’s board of directors.
