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On Document Types: Building a Business Plan

Yesterday I talked about my incredibly depressing sales pitch for the Consortium, which has somehow achieved a 100% conversion rate…. I can’t promise you those kind of results, but I do want to teach you how to build a business plan of your own.

Finding Firm Foundations

Last week I told you that my first step, any time I’m working with a brand new document type, is to find some good examples to use as models. I talked about asking friends or colleagues, and also about using Google to find them in the wild. I did both.

My friend Bruce studied Business Plans while pursuing his MBA, and he was able to provide me some great examples. Not just that, he taught me how to read them (and which bits really matter). That’s a huge help.

Speaking of the bits that count, I also told you last week that a document template consists of several key elements, and then I provided a big honkin’ list of them all. Once I had my sample documents, the first thing I did was create a new, blank one to work in.

I didn’t refer back to my list because I’ve recreated enough templates in my time that it’s second nature, but I did go through all of those elements as I scanned the samples and designed my own, brand new business plan document. Then, just out of idle curiosity, I opened up Word to check out the templates they already had.

Working in Word 2010, I was surprised to find a phenomenal business plan template already waiting for me. I had one all ready to go in my head, but after a few moments scanning the built-in one, I decided to use it instead.

Always be ready to take advantage of the tools you’ve got available.

Designing Your Content

The whole point of a template, I’ve said, is to save you time formatting so you can focus on the important work of writing. Using Word’s built-in template, it took me all of a minute to get my document built, and everything I’ve done since then has been content design.

So how do you design the content for a business plan? The same way you do the content for any other document: audience analysis and deliberate structure. Luckily, our sample documents help make that process faster, too, since they gives us a glimpse of the audiences their authors expected, and (as I mentioned) provide a consistent set of required headings organized the same way, again and again.

Here’s what I learned, from my review:

  • A business plan’s primary audience is potential investors. They’ll use the formally structured information it contains to evaluate the quality of the investment.
  • The document’s organization is almost entirely done for you. I looked through a dozen different sample business plans, and 90% of the structure repeats across every one of them. That means you know exactly what to put where, and readers know exactly where to find the answers to the questions that most interest them.
  • A business plan is all about answering questions. It’s a sales pitch, but more than that it’s a factual accounting of your ideas and mission. In other words, good technical writing will serve you far better here than creative writing would.
  • One of the major benefits of a business plan is helping you, the writer, figure out all the fine details of your business. That’s often a pleasant side-effect of good writing, but a business plan is designed specifically to force you to research the things you’re going to need to know, and think them through in an orderly and critical manner.

How to Write a Business Plan

That’s some handy advice and a pretty good application of last week’s articles, but I haven’t really told you much about what the end product should look like, have I? I should probably do that.

Okay, fine. Come back tomorrow, and I’ll tell you how to write a business plan. There will be plenty of details. I promise.

On Document Types: A Sales Pitch

If you’ve been paying attention this month, you can clearly see I’m building up to something. It’s a business model, a major social change, a grand vision. In other words, it’s a daydream and a penniless non-profit.

It’s a good daydream, though, and it attracts amazing people like moths to a flame. Seriously, I’ve watched it happen time and time again. I start talking about what I want to do, and brilliant people — busy people — rush to volunteer their time and expertise to help make it a reality. It’s amazing.

The problem is, it’s still a really new idea to me, so as I get volunteers, I’m having a hard time finding ways to explain to them exactly what we need to be doing now (and, for that matter, exactly what it is I want us doing long-term). That sort of communication is critical, though.

So I made a wave, and invited several of my first volunteers to it, including Carlos and Julie Velez. I started typing up an overview of my long-term vision, and then started getting into the nitty-gritty of how we’d get there from here (“here” being, essentially, nowhere at all). The more I wrote, the more I realized how much I was asking of all these incredibly busy people, knowing I wouldn’t be able to compensate them in any way (probably for years).

So, out of a compulsive honesty, before I made them read my big long description, I wanted to make sure they knew what they were getting into. I contacted them in chat, and said, “I’ve got a detailed description ready for you to read, but basically what I would like to ask of you is ridiculously long hours and a huge investment of energy that won’t guarantee any financial reward.”

Julie responded right away. “That’s a hell of a sales pitch! I’m in.”

Building a Business Plan

I’ve come up with a better sales pitch since then, and refined the big idea to make it considerably more promising. I’ll tell you all about it later this week, but first I’ve got a Tech Writing lecture to give, and since I did such a good job explaining the purpose of document types last week, I feel compelled to give you a concrete example.

So this week I’m going to talk about a very specific (and very valuable) kind of document: the business plan. Come back tomorrow, and I’ll walk you through the research process and show you how I learned how to build a business plan. You’ll probably get some sneak peeks at the weekend’s big reveal, too.

Photo credit Julie V. Photography.

On Patronage: How to Become a Master Artist

All month I’ve been talking about how to get paid for your writing, and this week I’m talking about how things were done in the crude, primitive days of yore — such as, for instance, the astonishing beauty of the masterworks made in the high Renaissance.

That age of high artistry wasn’t an accident. It was the convergence of major social factors, public expectations, a funding method highly foreign to today’s business model, and (perhaps most importantly) a different idea of mastery.

On Craftsmanship and Mastery

Back then, it was standard in all professions to pursue a “master path.” Apprentices studied basics and helped with low-level work, until they were promoted to the rank of Journeyman — at which point they could perform all the major aspects of their craft with little or no oversight. The very best went on to learn the fine points and nuance, to face the biggest challenges and perfect new and superior methods. These paragons of perfect craftsmanship were the Masters.

The end of that path probably matches well with your understanding of master artists like Michelangelo or Leonardo da Vinci. That’s how blacksmiths learned their trade too, though. And barrel-makers, and weavers, and the people who drove oxcarts, and probably dog catchers, for that matter. Today, plumbers and electricians use a nearly identical method both for their training and their accreditation.

Humble Beginnings

And just as in all the other trades, new apprentices in the arts put in lots of tedious hours learning the rules and mechanics of their crafts. They’d often work in the studio of a master, learning not just the basics, but also their teacher’s specific style.

In fact, as apprentices learned to imitate that style, they often ended up creating works in the master’s name — Michelangelo’s apprentices painting scenes that we still know today as authentic Michelangelos, and Caravaggio’s making original Caravaggioes. That should give you a good idea of the rigor of their training, since the master’s reputation was on the line.

It should also give you an idea of the kind of recognition and respect for their unique artistic vision apprentices could look forward to (which is to say, none at all). It worked, though. A system just like that produced Michelangelo and Caravaggio, after all.

Declare Your School (Creative Writing Exercise)

The lovely Kelley, writing at a coffee shopSuch apprentices were said to be studying in the Michelangelo school or the Caravaggio school. Those weren’t places, just artistic styles, but even though a young artist was expected to develop his own style during his Journeyman years, it was understood that the style of his first master left an indelible impression.

Courtney talked Wednesday about playing the part of a master — and insisted vociferously that she’s really not — but if she’s good enough at what she does that some of you are ready to study her style, I’d say she’s there. I’m no more “done” than she is, but I’m ready to call myself a master writer. (I know I’ve got a handful of humble apprentices studying in my school.)

For my part, I dabbled in the Huddleston school (he was my high school Creative Writing teacher), and in Zelazny’s, and Dumas’s, but I studied for real in the Gipson school. She taught me how to create the illusion of realistic dialogue, how to work in scenes, how to write with discipline, and how to advance my craft. Always.

What about you? Who’s teaching you your style (even if it’s by teaching you their own)? Who’s looking over your shoulder as you practice in the basics, and who’s leading you to mastery? Declare your school, and do it proudly.

Then get back to work, building up your own name.

Photo credit Julie V. Photography.

On Patronage: Patrons, Artists, and the Public Renaissance

Yesterday I told the charming story of my opportunity to become a full-time artist on the charity of a noble patron. It was an arrangement built on bad information, but without it, you’d probably have one fewer writing advice blogs to help put you to sleep.

You certainly wouldn’t have this month’s creative writing series to think about, anyway. This entire discussion  (and, for that matter, much bigger things) sprang from a passing mention in an article at Ars Technica. The writer was talking about shortcomings in U. S. copyright law and said, “Of course there are alternatives — something like compulsory licenses or a new patronage model — but for now, copyright is the law of the land.”

That casual aside took me right back to that conversation with Kris, and then it got my mind rolling. If I were going to try to build an arrangement that could support me as a writer, knowing everything I know now, how would I go about it? How could we as a society make it happen? What would a new patronage model look like?

Before we can really guess, we’ve got to understand the old patronage model.

Room and Board

As Bryce pointed out in the comments last week, Michelangelo — a superstar artists if ever there was one — often had trouble finding room and board under the patronage system. Bryce sounded like he knew what he was talking about, but I wasn’t terribly familiar with Michelangelo’s story. So I asked Trish about it, since she’s an art history student.

“Oh yeah!” she said. “He almost died several times, and he always had trouble keeping a studio.” In terms of financial stability, that’s…well, it’s not worse than the fate most of today’s aspiring artists can expect to get from their creativity, but it’s not better either.

His situation was special, though. For his own reasons, Michelangelo didn’t want to work for the Catholic church or for the Medicis. I can certainly respect that — copyright certainly didn’t create the concept of the starving artist, going hungry for the sake of his integrity. But for many other artists, including names as famous as Michelangelo’s, steady and reliable patronage allowed them to live in relative comfort, with access to the resources (chief among them time) needed to perfect their craft and produce their great works.

In short, it was much of what I’ve wanted to do with my retirement ever since I was twelve years old. Patrons paid artists to be artists.

Supporting the Artists to Support the Arts

Of course, the notoriously cut-throat and ambitious Medicis weren’t supporting these artists out of a spirit of generosity. They were competing with the Catholic church and other noble families for public sentiment. The common folk expected access to art, and the family that funded a David or a Winged Victory could gain great prestige. A patron who recognized the talent of an aspiring young artist and supported him through the long path to mastery could gain even more.

In every case, though — no matter the purpose — the method of supporting these artists was to provide a stable and reliable livelihood for them while they worked. We make much of those famous artists who died before their art ever found a huge market, but we tend to forget that most of those artists were already well-rewarded for the creation of the art — for the time they spent imagining and studying and practicing, not to mention the time they spent executing the work, revising, polishing, and perfecting it.

In other words, by the time a work was published, it was already fully-funded. That’s a far cry from the way we approach it today, when it’s common for musicians to end up indentured to labels for life because albums don’t earn out. It’s common for any major motion picture to wind up in extensive litigation between the pe0ple who made it, because it didn’t earn enough profit at the box office.

How to Become a Master Artist

A new patronage would change a lot about the business model of art as we know it today. I’ll talk about that more next week, but we’ve still got another lesson to learn from art history, first.

Come back tomorrow to discuss how the Renaissance masters learned their craft, and how you as a writer can become a master artist.

On Patronage: Kris Austin

When I got to college, I kept surprising my peers by introducing myself as a writer. It wasn’t, “I’m an English Major,” or “I’m going to be a writer someday.” Whether it was at a freshman mixer or just to someone I met in the dorm common room, I said the same thing.

Hi. My name’s Aaron Pogue. I’m a writer.

There’s a worthwhile lecture to be made about the importance of knowing you’re a writer and making sure the people around you know it, too. I’ll save that one for another day, though.

This week I want to talk about becoming a master artist — and the people who help you make it happen. I met a lot of people like that during my time at college, but I have to give special distinction to one among them: my good friend Kris Austin.

From the very start, Kris and I were on the periphery of each other’s social circle, but it took us a while to actually connect. I was really only friends with my classmates in the Honors program (and only friends with them because we were required to socialize), and Kris wasn’t in that group. His fiancee Nicki was, though, and two of his three roommates, so I kept bumping into him.

Things changed when Trish and I got married halfway through our second semester, though. We moved out of the dorms, I gained a…well, a curfew of sorts, and it suddenly got a lot more challenging to keep up the casual relationships with some of my single friends in Honors.

So we started looking for couples friends, and Kris and Nicki were at the top of the list. That’s how, after two semesters of close encounters, I finally got around to making my standard introduction to him. “Hey. I’m Aaron. I’m a writer.”

He was fascinated. He was an I.T. major, not a creative type, but he was really interested in my career choice. He spent an hour and a half asking questions that let me talk about my favorite topic: writing. By the end of that, we were friends.

And, of course, during the course of the discussion the question of money came up — and with it, a lot of the issues we’ve been talking about here for the last few weeks. He asked me what a writing degree paid, and I said, “Well, until I hit it big, about thirty thousand a year.” (I was woefully uninformed about the earnings potential in business writing, but then, at the time I didn’t have any interest in doing business writing.)

He whistled and said, “Wow. I.T. pays way better than that!” Then he thought for a moment and said, “Tell you what. Nicki and I could live really comfortably on sixty thousand a year, so as soon as I’m making ninety thousand, I’ll hire you for the thirty and you can just focus on your writing.”

That left me speechless. He’d never read a word of my stuff — he barely knew me — but he was ready to commit a fortune to support my art.

Patrons, Artists, and the Public Renaissance

Of course, we were kids then. We had no idea how much it really costs to live comfortably, especially with kids of our own to feed and (ugh) multiple mortgages. I couldn’t make my family live on thirty thousand today even if Kris could afford to pay it.

Even so, the offer was an incredible gesture. I realized years ago that I’d never be able to take him up on it, but even since then, just knowing that he was prepared to make the offer back then has been a huge motivation to me. It has kept me writing when I was ready to give up, and it has spurred me to get better when I was ready to be complacent.

That’s the value of sponsorship, of patronage, of someone stepping up and saying, “I’ll pay you to create art. That’s what you’re supposed to be doing.” It’s an incredibly valuable exchange, and it’s high time we, as a culture, brought it back.

It won’t be easy, but I’ve got some ideas. Come back tomorrow for a look at the roles of patrons and artists in the public renaissance.

Photo credit Nicki Austin.