The Context and Development of a Music Education Start-up with an Integrated Digital Presence
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Starting a music lessons business in an increasingly digitized society provides unique challenges that merit detailed investigation. This project aims to understand these challenges and use the knowledge gained to develop a guitar-lessons business with an integrated digital presence. The processes for this project are organized into two distinct sections. The context section presents the research conducted on the topic through a literature review on the topical areas of music education, digital learning environments, emerging technologies, digital communities, and gamification. A comparative case study of two online music lessons services, Drumeo and Guitartricks, looks at the similarities and differences of each organization’s content, production and marketing strategies. Findings from the context section emphasize the importance of community, especially in the digital context, and explore how research collected from the comparative case study and literature review can be used to inform a music lessons start-up. The development section includes a business plan, marketing plan and website (www.guitarclimb.com) for a start-up guitar lessons business called Guitarclimb. Supplemental marketing materials are also included for consideration. The business plan was developed as a result of the research conducted in the context section and forecasts a three-year trajectory for the business with an anticipated launch date of summer 2017. The business plan details how Guitarclimb will connect “physical” and digital audiences to develop a community of guitar-learners across the globe.