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Ankie Titulaer; SID: 0765536
27 July 2014; Culminating Experience
Reflection
Paper
Culminating
Experience:
Play
it
FWD
Summary
of
the
project:
My
project
is
a
business
plan
for
Play
it
FWD.
It
is
an
online
interactive
music
education
platform
that
allows
children
from
all
over
the
world
to
receive
music
lessons
for
free.
Play
It
FWD
is
a
non-‐profit
organization
that
unites
Artists
&
Brands
to
provide
music
education
to
Children
for
free.
Due
to
the
trend
in
decreasing
Arts
and
Cultural
funding
in
many
countries,
we
see
the
opportunity
to
provide
an
innovative
approach
to
fulfill
the
need
for
progressive
music
education
across
the
globe.
As
a
result,
we
are
developing
an
interactive
online
platform
that
educates
and
excites
young
people
about
music
via
an
engaging
live
streaming
experience
and
additional
web-‐based
content.
Our
free
business
model
functions
by
creating
key
relationships
with
and
between
Artists,
Brands
and
our
consumers,
whom
are
Children
and
their
Parents.
We
will
work
with
top
music
Artists
to
serve
as
Virtual
Teachers
to
Children
in
an
online
classroom
environment,
providing
unique
educational
experiences
that
are
both
enlightening
and
entertaining.
Our
Brand
partners
will
provide
the
funding
to
help
underwrite
the
costs
of
our
programming
and
educational
initiatives
in
exchange
for
brand
integration
into
our
platform
and
content.
The
additional
revenue
generated
from
our
partners
will
be
reinvested
back
into
the
organization
for
continued
curriculum
development
and
enhanced
content
creation.
1
Ankie Titulaer; SID: 0765536
27 July 2014; Culminating Experience
Our
approach
is
specifically
designed
to
bring
significant
benefits
to
every
stakeholder
in
our
ecosystem.
Artists
are
able
to
contribute
back
to
music
culture
as
well
as
create
a
deeper
connection
with
their
fans
(Children
&
Parents).
Brands
succeed
by
being
socially
responsible
and
reinvesting
in
lives
of
their
core
consumers.
Children
are
the
biggest
winners
by
receiving
an
accessible
high
quality,
innovative
music
education
at
no
cost
to
them
or
their
parents.
This
dynamic
creates
value
for
all
parties
involved
through
the
means
of
working
together
for
a
common
good.
At
Play
It
FWD,
our
goal
is
to
enrich
the
lives
of
children
and
elevate
their
cultural
awareness
to
ultimately
contribute
to
a
better
world
society.
2.
Explain
the
process,
what
happened
Emerging
business
model
class
In
the
emerging
business
model
class
of
the
first
semester
we
all
had
to
present
a
business
idea.
One
of
these
ideas
was
Play
it
FWD.
The
idea
was
presented
by
Chris
Wade
and
about
celebrities
teaching
children
for
free,
funded
by
brands.
Before
I
came
to
Berklee
Valencia
I
already
wrote
a
business
plan
in
music
education
and
therefore
the
idea
of
Play
it
FWD
spoke
to
me
right
away.
Chris
had
to
choose
a
team
to
work
on
Play
it
FWD
during
class
and
Max
Wright
and
I
were
chosen
to
be
part
of
team
Play
it
FWD.
We
worked
on
the
idea
in
class
and
it
didn’t
take
us
long
to
realize
this
was
something
that
we
wanted
to
do
for
our
Culminating
experiences
and
beyond
school
as
well.
2
Ankie Titulaer; SID: 0765536
27 July 2014; Culminating Experience
Choosing
a
Culminating
Experience
project
Before
I
came
to
Berklee
Valencia
I
had
written
and
won
a
business
plan
competition.
The
plan
was
for
a
sustainable
music
school
with
integrated
marketing
platform
and
artist
management
database.
I
came
to
Berklee
to
acquire
the
tools
necessary
to
become
an
entrepreneur
in
music
business.
Play
it
FWD
is
perfectly
in
line
with
my
interests
and
exactly
what
I
was
looking
for
in
a
Culminating
Experience.
We
were
able
to
work
on
a
great
idea
and
create
a
solid
business
plan
that
will
help
us
further
in
executing
the
business
idea.
Designing
the
business
During
all
the
classes
of
the
emerging
business
models
class
we
worked
with
our
team
on
Play
it
FWD.
We
looked
at
the
different
angles
of
the
business
using
the
techniques
that
were
taught
to
us
by
our
professor.
The
exercises
were
used
to
make
the
idea
more
solid
and
get
a
better
image
of
all
the
different
aspects
of
Play
it
FWD.
We
refined
the
model
and
started
to
learn
how
to
pitch
and
sell
the
idea
to
outsiders.
The
design
of
the
lessons
of
Play
it
FWD
were
my
responsibility
and
I
started
to
do
the
research
of
online
music
education.
I
researched
al
forms
of
music
education
online
and
the
way
the
content
is
delivered
on
different
platforms.
I
also
tried
to
find
the
right
age
group
that
Play
it
FWD
would
be
targeting
and
how
they
learn
best.
This
all
to
find
the
best
way
to
create
engaging
content
for
our
platform
and
the
right
way
of
delivering.
Pitching
the
idea
3
Ankie Titulaer; SID: 0765536
27 July 2014; Culminating Experience
One
of
the
main
exercises
in
this
class
was
to
learn
how
to
pitch
the
idea
in
front
of
people
from
all
walks
of
life
including
industry
professionals.
It
was
a
great
learning
experience
for
me
personally
as
presenting
is
something
I
had
never
done
before.
It
made
me
learn
how
to
find
the
right
flow
for
a
presentation
and
more
important
how
to
communicate
an
idea
to
people
in
the
most
efficient
and
understandable
way.
Second
semester
addition
of
team
members
In
the
second
semester
we
added
two
new
members
to
the
team
that
would
be
able
to
help
us
realize
the
business
plan
and
would
be
a
value
for
our
team.
We
chose
Gabby
Banks
for
her
experience
in
music
licensing
and
video
production
and
Manuel
Delgado
for
his
knowledge
of
legal
issues
and
overall
hands
on
mentality.
Play
it
FWD
is
a
big
and
complex
business
idea
and
we
spent
every
day
of
the
second
semester
in
realizing
the
business
plan
and
all
the
other
elements
that
are
part
of
this
company
but
are
not
attended
to
in
the
business
plan
itself.
For
example,
the
development
of
the
lessons
and
the
partnering
with
the
artists
and
the
children.
Research
(market,
parents,
brands,
financial)
As
a
team,
we
needed
to
take
on
a
lot
of
research
in
all
elements
of
the
business
plan
to
come
up
with
realistic
outcomes.
Because
our
business
is
structured
like
an
ecosystem
of
different
elements
working
together,
we
needed
to
do
the
market
research
and
industry
research
for
all
three
elements
in
the
ABC
model.
This
was
an
enormous
challenge
sometimes
since
we
were
under
a
lot
of
time
pressure.
For
my
culminating
experience
it
was
my
job
to
do
the
market
research
for
the
educational
part
of
the
business.
There
was
very
little
information
to
find
on
the
4
Ankie Titulaer; SID: 0765536
27 July 2014; Culminating Experience
internet
about
education.
It
was
important
for
us
to
get
an
image
of
the
importance
of
music
education
for
parents
and
how
many
children
were
already
receiving
some
kind
of
music
education
if
it
was
in
traditional
form
or
online.
To
get
a
better
image
of
the
importance
of
music
education
to
parents
I
created
a
survey
for
parents
particularly
in
the
United
States
of
America
since
that
is
the
market
we
want
to
start
our
business
in.
We
needed
to
know
how
important
music
education
is
to
parents
and
if
they
would
be
open
for
a
new
form
of
education
using
new
technologies.
I
collected
the
data
and
analyzed
the
information
from
the
survey.
With
this
data
we
were
able
to
create
a
better
image
of
how
to
market
the
platform
and
the
importance
of
the
different
parts
in
the
education
process
and
platform.
We
were
also
looking
for
information
of
professional
music
educators.
We
wanted
their
opinion
on
the
idea
and
the
way
we
were
designing
the
lessons.
What
do
professionals
think
of
the
way
we
want
to
deliver
music
education?
What
would
they
recommend
in
the
delivery
and
what
is
their
experience
with
children
in
our
target
age
group.
I
interviewed
the
music
education
professionals
and
used
the
information
that
I
received
to
better
the
design
of
the
lesson
delivery
and
platform.
Writing
the
plan
After
all
the
research
we
did
on
the
different
elements
of
the
market
and
the
idea
we
were
to
write
the
full
business
plan.
We
divided
all
of
the
work
but
we
worked
together
with
the
full
team
on
almost
all
the
sections.
I
was
in
charge
of
the
executive
summary,
market
research
analysis
and
the
operational
plan.
In
the
appendix
of
the
business
plan
I
included
a
first
draft
of
the
curriculum
as
I
worked
5
Ankie Titulaer; SID: 0765536
27 July 2014; Culminating Experience
on
that
a
lot
as
well
but
it
is
unfortunately
not
part
of
the
business
plan.
We
would
meet
almost
every
day
to
go
over
the
individual
work
and
help
each
other
on
the
different
parts.
Especially
the
financial
part
of
our
plan
was
a
big
challenge
since
we
are
a
non-‐profit
that
has
a
lot
of
start
up
costs.
In
the
appendix
of
the
business
plan
I
included
a
first
draft
of
the
curriculum
as
I
worked
on
that
a
lot
as
well
but
it
is
unfortunately
not
part
of
the
business
plan.
The
design
of
the
lessons
and
the
research
is
an
ongoing
process
and
we
won’t
have
a
clear
image
of
it
until
we
can
start
building
a
proto
type.
3.
Results
Venture
day
competition
win
At
the
end
of
the
second
semester
we
presented
our
idea
at
the
Berklee
Valencia
Venture
day
and
we
were
happy
to
find
out
we
came
first
in
the
competition.
The
jury
that
was
provided
by
Berklee
gave
us
great
feedback
and
we
still
are
in
contact
with
some
of
the
jury
members
as
they
are
helping
us
moving
forward
in
making
this
plan
a
reality.
Business
plan
ready
for
the
real
world
We
now
feel
that
we
have
a
good
business
plan
that
we
can
use
to
for
the
future
of
Play
it
FWD.
We
will
need
to
revise
curtain
parts
since
we
didn’t
have
enough
time
in
class
to
execute
all
of
the
sections
in
the
best
way
due
to
class
deadlines
and
the
extend
of
our
project.
But
I
am
very
happy
with
the
business
plan
we
were
able
to
finalize
this
year
and
all
the
research
we
were
able
to
do
in
helping
this
project
moving
forward.
6
Ankie Titulaer; SID: 0765536
27 July 2014; Culminating Experience
Good
contacts
One
of
the
best
things
that
happened
to
us
as
a
group
during
our
work
for
Play
it
FWD
is
the
contacts
that
Berklee
provided
to
us
in
helping
with
the
writing
and
knowledge.
We
have
had
a
great
amount
of
feedback
on
our
project
and
help
in
various
parts
of
our
business.
This
network
of
people
will
continue
in
helping
us
through
the
process
of
realizing
our
business
and
is
a
great
asset
to
our
project.
4.
Next
step
Yes
we
are
trying
to
get
ready
to
pitch
to
investors
The
next
step
is
to
refine
the
business
plan
into
a
shorter
version
that
we
can
use
during
meetings
and
presentations.
The
goal
for
finishing
this
shorter
business
plan
is
the
end
of
July.
Then
we
will
start
building
a
proto
type
of
the
platform
and
a
lesson
to
show
to
investors,
brands
and
artists
who
we
want
to
approach
for
Play
it
FWD.
We
would
love
to
be
able
to
keep
working
in
Valencia
for
the
first
six
months
as
a
group.
We
will
hopefully
soon
find
out
the
possibility
of
this.
The
plan
is
to
work
in
Valencia
for
the
first
six
months
and
then
move
to
the
US
to
to
launch
the
platform
and
create
all
the
content
as
well
as
getting
the
brands
and
artists
involved.
Saying
goodbye
to
team
members
For
the
purpose
of
the
class
we
were
working
on
the
business
plan
with
a
team
of
five
members.
We
will
not
continue
forward
with
the
business
in
the
full
group.
The
two
members
that
were
added
in
the
second
semester
wont
continue
working
on
7
Ankie Titulaer; SID: 0765536
27 July 2014; Culminating Experience
Play
it
FWD.
This
leaves
us
with
a
team
of
three
members.
Chris
and
myself
will
work
fulltime
on
Play
it
FWD
and
Max
will
be
a
part-‐time
member.
5.
Contribution
to
the
discipline
New
form
of
education
With
Play
it
FWD
we
are
trying
to
close
the
gap
between
children
who
have
the
chance
to
receive
music
education
and
the
children
without
the
means
but
with
the
interest
and
musical
talent.
We
want
to
create
a
new
way
of
teaching
that
connects
to
the
digital
generation
and
education
by
using
the
newest
technologies
in
delivering
the
content.
We
hope
to
be
part
of
the
new
generation
of
online
education
and
be
an
example
for
other
disciplines.
We
are
using
the
brand
companies
by
letting
them
pay
back
to
society
in
a
new
innovative
way
and
use
their
funding
to
help
a
good
cause.
We
will
also
use
the
celebrities
to
reach
a
bigger
audience
but
in
the
first
place
to
inspire
children
to
make
music
and
respect
the
creation
of
music
as
an
art
form
that
needs
to
be
treasured.
Accessible
for
all
children
Play
it
FWD
is
a
free
online
music
education
platform
and
therefore
available
for
all
children
in
the
world
to
be
part
of.
We
want
to
contribute
to
society
with
this
initiative
and
hopefully
reach
a
big
audience.
6.
Impact
on
me
Sequel
to
my
first
business
plan
8
Ankie Titulaer; SID: 0765536
27 July 2014; Culminating Experience
The
business
plan
we
wrote
this
year
is
precisely
what
I
was
looking
for
when
I
came
to
Berklee
Valencia.
I
knew
that
my
goal
for
this
year
was
to
finish
with
a
complete
business
plan
that
I
could
use
for
my
future
career
as
an
entrepreneur.
I
am
very
happy
and
lucky
that
this
goal
became
a
reality.
Great
team
It
was
great
to
be
able
to
work
in
a
good
team
with
very
smart
and
proactive
people.
I
learned
a
lot
from
my
colleagues
and
we
helped
each
other
in
all
the
elements
of
the
process.
Leaning
curve
Before
I
came
to
Berklee
Valencia
I
never
received
any
form
of
business
training
and
I
was
pretty
nervous
in
the
beginning
of
the
year
of
all
the
classes
we
were
having.
I
am
very
grateful
to
all
the
teachers
of
the
school
for
helping
me
getting
through
their
classes.
For
me
personally
I
learned
a
lot
in
all
the
classes
and
I
was
able
to
apply
this
knowledge
almost
immediately
to
other
projects
and
especially
Play
it
FWD.
I
feel
more
confident
in
applying
for
jobs
or
starting
my
own
business
due
to
all
the
tools
I
acquired
this
year.
Mind
opening
Being
in
a
school
and
class
with
people
from
all
over
the
world
and
backgrounds
has
a
mind
opening
effect.
I
did
not
only
learn
a
lot
in
the
courses
but
definitely
a
great
deal
from
my
fellow
students
as
well.
It
was
a
great
experience
to
be
part
of
such
a
multicultural
environment
and
it
made
me
grow
as
a
person.
It
is
my
future
9
Ankie Titulaer; SID: 0765536
27 July 2014; Culminating Experience
Play
it
FWD
is
my
future.
We
are
determined
to
realize
this
project
and
do
whatever
is
needed
to
make
this
a
successful
business
together
with
my
partners.
We
know
that
we
have
a
lot
of
work
in
front
of
us
but
I
truly
believe
in
Play
it
FWD.
7.
Appendix
Lesson
drafts
The
first
draft
is
a
time
based
lesson
plan.
Every
week
there
is
a
new
chapter
to
the
topic
and
new
exercises.
The
second
draft
shows
a
more
custom-‐made
lesson
plan.
Students
are
able
to
only
view
the
topics
they
are
interested
in
and
are
able
to
skip
through
the
different
levels
if
needed.
i.e.
skip
the
basic
lesson
when
the
knowledge
is
already
there.
(This
is
just
a
draft
of
the
first
ideas.
The
development
of
the
final
lessons
and
plan
will
be
an
evolving
process)
10
Ankie Titulaer; SID: 0765536
27 July 2014; Culminating Experience
Curriculum
draft
1
CLASS
1
INTRODUCTION
MUSIC
CLASS
2
INTRODUCTION
MUSIC
CLASS
3
Week
1
TO
CELEBRITY
X
TO
CELEBRITY
X
DRUMS+BEATS
CELEBRITY
X
CLASS
4
DRUMS+BEATS
CELEBRITY
X
CLASS
5
GUITAR+PIANO
CELEBRITY
X
CLASS
6
GUITAR+PIANO
CELEBRITY
X
CLASS
7
VOICE+SCALES
CELEBRITY
X
CLASS
8
VOICE+SCALES
CELEBRITY
X
CLASS
9
MAKE
A
SONG
CELEBRITY
X
CLASS
10
MAKE
A
SONG
CELEBRITY
X
Week
2
Games
+Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
+
+
+
+
+
+
+
+
+
Week
3
Games
+Exercises
Games
+Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
+
+
+
+
+
+
+
+
Week
4
Games
+Exercises
Games
+Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
11
+
+
+
+
+
+
+
+
Ankie Titulaer; SID: 0765536
27 July 2014; Culminating Experience
sCurriculum
draft
2
CLASS
1
Video
2
Video
3
Video
4
INTRODUCT celebrity
ION
TO
+host+games/exer
MUSIC
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
CLASS
2
DRUMS+BEA
TS
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
CLASS
3
DRUMS+BEA
TS
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
CLASS
4
DRUMS+BEA
TS
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
CLASS
5
GUITAR+PIA
NO
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
CLASS
6
GUITAR+PIA
NO
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
CLASS
7
VOICE+SCAL
ES
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
CLASS
8
VOICE+SCAL
ES
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
CLASS
9
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
MAKE
SONG
Video
1
celebrity
A
+host+games/exer
cises
CLASS
10
MAKE
SONG
A
12
27 July 2014; Culminating Experience
Reflection
Paper
Culminating
Experience:
Play
it
FWD
Summary
of
the
project:
My
project
is
a
business
plan
for
Play
it
FWD.
It
is
an
online
interactive
music
education
platform
that
allows
children
from
all
over
the
world
to
receive
music
lessons
for
free.
Play
It
FWD
is
a
non-‐profit
organization
that
unites
Artists
&
Brands
to
provide
music
education
to
Children
for
free.
Due
to
the
trend
in
decreasing
Arts
and
Cultural
funding
in
many
countries,
we
see
the
opportunity
to
provide
an
innovative
approach
to
fulfill
the
need
for
progressive
music
education
across
the
globe.
As
a
result,
we
are
developing
an
interactive
online
platform
that
educates
and
excites
young
people
about
music
via
an
engaging
live
streaming
experience
and
additional
web-‐based
content.
Our
free
business
model
functions
by
creating
key
relationships
with
and
between
Artists,
Brands
and
our
consumers,
whom
are
Children
and
their
Parents.
We
will
work
with
top
music
Artists
to
serve
as
Virtual
Teachers
to
Children
in
an
online
classroom
environment,
providing
unique
educational
experiences
that
are
both
enlightening
and
entertaining.
Our
Brand
partners
will
provide
the
funding
to
help
underwrite
the
costs
of
our
programming
and
educational
initiatives
in
exchange
for
brand
integration
into
our
platform
and
content.
The
additional
revenue
generated
from
our
partners
will
be
reinvested
back
into
the
organization
for
continued
curriculum
development
and
enhanced
content
creation.
1
Ankie Titulaer; SID: 0765536
27 July 2014; Culminating Experience
Our
approach
is
specifically
designed
to
bring
significant
benefits
to
every
stakeholder
in
our
ecosystem.
Artists
are
able
to
contribute
back
to
music
culture
as
well
as
create
a
deeper
connection
with
their
fans
(Children
&
Parents).
Brands
succeed
by
being
socially
responsible
and
reinvesting
in
lives
of
their
core
consumers.
Children
are
the
biggest
winners
by
receiving
an
accessible
high
quality,
innovative
music
education
at
no
cost
to
them
or
their
parents.
This
dynamic
creates
value
for
all
parties
involved
through
the
means
of
working
together
for
a
common
good.
At
Play
It
FWD,
our
goal
is
to
enrich
the
lives
of
children
and
elevate
their
cultural
awareness
to
ultimately
contribute
to
a
better
world
society.
2.
Explain
the
process,
what
happened
Emerging
business
model
class
In
the
emerging
business
model
class
of
the
first
semester
we
all
had
to
present
a
business
idea.
One
of
these
ideas
was
Play
it
FWD.
The
idea
was
presented
by
Chris
Wade
and
about
celebrities
teaching
children
for
free,
funded
by
brands.
Before
I
came
to
Berklee
Valencia
I
already
wrote
a
business
plan
in
music
education
and
therefore
the
idea
of
Play
it
FWD
spoke
to
me
right
away.
Chris
had
to
choose
a
team
to
work
on
Play
it
FWD
during
class
and
Max
Wright
and
I
were
chosen
to
be
part
of
team
Play
it
FWD.
We
worked
on
the
idea
in
class
and
it
didn’t
take
us
long
to
realize
this
was
something
that
we
wanted
to
do
for
our
Culminating
experiences
and
beyond
school
as
well.
2
Ankie Titulaer; SID: 0765536
27 July 2014; Culminating Experience
Choosing
a
Culminating
Experience
project
Before
I
came
to
Berklee
Valencia
I
had
written
and
won
a
business
plan
competition.
The
plan
was
for
a
sustainable
music
school
with
integrated
marketing
platform
and
artist
management
database.
I
came
to
Berklee
to
acquire
the
tools
necessary
to
become
an
entrepreneur
in
music
business.
Play
it
FWD
is
perfectly
in
line
with
my
interests
and
exactly
what
I
was
looking
for
in
a
Culminating
Experience.
We
were
able
to
work
on
a
great
idea
and
create
a
solid
business
plan
that
will
help
us
further
in
executing
the
business
idea.
Designing
the
business
During
all
the
classes
of
the
emerging
business
models
class
we
worked
with
our
team
on
Play
it
FWD.
We
looked
at
the
different
angles
of
the
business
using
the
techniques
that
were
taught
to
us
by
our
professor.
The
exercises
were
used
to
make
the
idea
more
solid
and
get
a
better
image
of
all
the
different
aspects
of
Play
it
FWD.
We
refined
the
model
and
started
to
learn
how
to
pitch
and
sell
the
idea
to
outsiders.
The
design
of
the
lessons
of
Play
it
FWD
were
my
responsibility
and
I
started
to
do
the
research
of
online
music
education.
I
researched
al
forms
of
music
education
online
and
the
way
the
content
is
delivered
on
different
platforms.
I
also
tried
to
find
the
right
age
group
that
Play
it
FWD
would
be
targeting
and
how
they
learn
best.
This
all
to
find
the
best
way
to
create
engaging
content
for
our
platform
and
the
right
way
of
delivering.
Pitching
the
idea
3
Ankie Titulaer; SID: 0765536
27 July 2014; Culminating Experience
One
of
the
main
exercises
in
this
class
was
to
learn
how
to
pitch
the
idea
in
front
of
people
from
all
walks
of
life
including
industry
professionals.
It
was
a
great
learning
experience
for
me
personally
as
presenting
is
something
I
had
never
done
before.
It
made
me
learn
how
to
find
the
right
flow
for
a
presentation
and
more
important
how
to
communicate
an
idea
to
people
in
the
most
efficient
and
understandable
way.
Second
semester
addition
of
team
members
In
the
second
semester
we
added
two
new
members
to
the
team
that
would
be
able
to
help
us
realize
the
business
plan
and
would
be
a
value
for
our
team.
We
chose
Gabby
Banks
for
her
experience
in
music
licensing
and
video
production
and
Manuel
Delgado
for
his
knowledge
of
legal
issues
and
overall
hands
on
mentality.
Play
it
FWD
is
a
big
and
complex
business
idea
and
we
spent
every
day
of
the
second
semester
in
realizing
the
business
plan
and
all
the
other
elements
that
are
part
of
this
company
but
are
not
attended
to
in
the
business
plan
itself.
For
example,
the
development
of
the
lessons
and
the
partnering
with
the
artists
and
the
children.
Research
(market,
parents,
brands,
financial)
As
a
team,
we
needed
to
take
on
a
lot
of
research
in
all
elements
of
the
business
plan
to
come
up
with
realistic
outcomes.
Because
our
business
is
structured
like
an
ecosystem
of
different
elements
working
together,
we
needed
to
do
the
market
research
and
industry
research
for
all
three
elements
in
the
ABC
model.
This
was
an
enormous
challenge
sometimes
since
we
were
under
a
lot
of
time
pressure.
For
my
culminating
experience
it
was
my
job
to
do
the
market
research
for
the
educational
part
of
the
business.
There
was
very
little
information
to
find
on
the
4
Ankie Titulaer; SID: 0765536
27 July 2014; Culminating Experience
internet
about
education.
It
was
important
for
us
to
get
an
image
of
the
importance
of
music
education
for
parents
and
how
many
children
were
already
receiving
some
kind
of
music
education
if
it
was
in
traditional
form
or
online.
To
get
a
better
image
of
the
importance
of
music
education
to
parents
I
created
a
survey
for
parents
particularly
in
the
United
States
of
America
since
that
is
the
market
we
want
to
start
our
business
in.
We
needed
to
know
how
important
music
education
is
to
parents
and
if
they
would
be
open
for
a
new
form
of
education
using
new
technologies.
I
collected
the
data
and
analyzed
the
information
from
the
survey.
With
this
data
we
were
able
to
create
a
better
image
of
how
to
market
the
platform
and
the
importance
of
the
different
parts
in
the
education
process
and
platform.
We
were
also
looking
for
information
of
professional
music
educators.
We
wanted
their
opinion
on
the
idea
and
the
way
we
were
designing
the
lessons.
What
do
professionals
think
of
the
way
we
want
to
deliver
music
education?
What
would
they
recommend
in
the
delivery
and
what
is
their
experience
with
children
in
our
target
age
group.
I
interviewed
the
music
education
professionals
and
used
the
information
that
I
received
to
better
the
design
of
the
lesson
delivery
and
platform.
Writing
the
plan
After
all
the
research
we
did
on
the
different
elements
of
the
market
and
the
idea
we
were
to
write
the
full
business
plan.
We
divided
all
of
the
work
but
we
worked
together
with
the
full
team
on
almost
all
the
sections.
I
was
in
charge
of
the
executive
summary,
market
research
analysis
and
the
operational
plan.
In
the
appendix
of
the
business
plan
I
included
a
first
draft
of
the
curriculum
as
I
worked
5
Ankie Titulaer; SID: 0765536
27 July 2014; Culminating Experience
on
that
a
lot
as
well
but
it
is
unfortunately
not
part
of
the
business
plan.
We
would
meet
almost
every
day
to
go
over
the
individual
work
and
help
each
other
on
the
different
parts.
Especially
the
financial
part
of
our
plan
was
a
big
challenge
since
we
are
a
non-‐profit
that
has
a
lot
of
start
up
costs.
In
the
appendix
of
the
business
plan
I
included
a
first
draft
of
the
curriculum
as
I
worked
on
that
a
lot
as
well
but
it
is
unfortunately
not
part
of
the
business
plan.
The
design
of
the
lessons
and
the
research
is
an
ongoing
process
and
we
won’t
have
a
clear
image
of
it
until
we
can
start
building
a
proto
type.
3.
Results
Venture
day
competition
win
At
the
end
of
the
second
semester
we
presented
our
idea
at
the
Berklee
Valencia
Venture
day
and
we
were
happy
to
find
out
we
came
first
in
the
competition.
The
jury
that
was
provided
by
Berklee
gave
us
great
feedback
and
we
still
are
in
contact
with
some
of
the
jury
members
as
they
are
helping
us
moving
forward
in
making
this
plan
a
reality.
Business
plan
ready
for
the
real
world
We
now
feel
that
we
have
a
good
business
plan
that
we
can
use
to
for
the
future
of
Play
it
FWD.
We
will
need
to
revise
curtain
parts
since
we
didn’t
have
enough
time
in
class
to
execute
all
of
the
sections
in
the
best
way
due
to
class
deadlines
and
the
extend
of
our
project.
But
I
am
very
happy
with
the
business
plan
we
were
able
to
finalize
this
year
and
all
the
research
we
were
able
to
do
in
helping
this
project
moving
forward.
6
Ankie Titulaer; SID: 0765536
27 July 2014; Culminating Experience
Good
contacts
One
of
the
best
things
that
happened
to
us
as
a
group
during
our
work
for
Play
it
FWD
is
the
contacts
that
Berklee
provided
to
us
in
helping
with
the
writing
and
knowledge.
We
have
had
a
great
amount
of
feedback
on
our
project
and
help
in
various
parts
of
our
business.
This
network
of
people
will
continue
in
helping
us
through
the
process
of
realizing
our
business
and
is
a
great
asset
to
our
project.
4.
Next
step
Yes
we
are
trying
to
get
ready
to
pitch
to
investors
The
next
step
is
to
refine
the
business
plan
into
a
shorter
version
that
we
can
use
during
meetings
and
presentations.
The
goal
for
finishing
this
shorter
business
plan
is
the
end
of
July.
Then
we
will
start
building
a
proto
type
of
the
platform
and
a
lesson
to
show
to
investors,
brands
and
artists
who
we
want
to
approach
for
Play
it
FWD.
We
would
love
to
be
able
to
keep
working
in
Valencia
for
the
first
six
months
as
a
group.
We
will
hopefully
soon
find
out
the
possibility
of
this.
The
plan
is
to
work
in
Valencia
for
the
first
six
months
and
then
move
to
the
US
to
to
launch
the
platform
and
create
all
the
content
as
well
as
getting
the
brands
and
artists
involved.
Saying
goodbye
to
team
members
For
the
purpose
of
the
class
we
were
working
on
the
business
plan
with
a
team
of
five
members.
We
will
not
continue
forward
with
the
business
in
the
full
group.
The
two
members
that
were
added
in
the
second
semester
wont
continue
working
on
7
Ankie Titulaer; SID: 0765536
27 July 2014; Culminating Experience
Play
it
FWD.
This
leaves
us
with
a
team
of
three
members.
Chris
and
myself
will
work
fulltime
on
Play
it
FWD
and
Max
will
be
a
part-‐time
member.
5.
Contribution
to
the
discipline
New
form
of
education
With
Play
it
FWD
we
are
trying
to
close
the
gap
between
children
who
have
the
chance
to
receive
music
education
and
the
children
without
the
means
but
with
the
interest
and
musical
talent.
We
want
to
create
a
new
way
of
teaching
that
connects
to
the
digital
generation
and
education
by
using
the
newest
technologies
in
delivering
the
content.
We
hope
to
be
part
of
the
new
generation
of
online
education
and
be
an
example
for
other
disciplines.
We
are
using
the
brand
companies
by
letting
them
pay
back
to
society
in
a
new
innovative
way
and
use
their
funding
to
help
a
good
cause.
We
will
also
use
the
celebrities
to
reach
a
bigger
audience
but
in
the
first
place
to
inspire
children
to
make
music
and
respect
the
creation
of
music
as
an
art
form
that
needs
to
be
treasured.
Accessible
for
all
children
Play
it
FWD
is
a
free
online
music
education
platform
and
therefore
available
for
all
children
in
the
world
to
be
part
of.
We
want
to
contribute
to
society
with
this
initiative
and
hopefully
reach
a
big
audience.
6.
Impact
on
me
Sequel
to
my
first
business
plan
8
Ankie Titulaer; SID: 0765536
27 July 2014; Culminating Experience
The
business
plan
we
wrote
this
year
is
precisely
what
I
was
looking
for
when
I
came
to
Berklee
Valencia.
I
knew
that
my
goal
for
this
year
was
to
finish
with
a
complete
business
plan
that
I
could
use
for
my
future
career
as
an
entrepreneur.
I
am
very
happy
and
lucky
that
this
goal
became
a
reality.
Great
team
It
was
great
to
be
able
to
work
in
a
good
team
with
very
smart
and
proactive
people.
I
learned
a
lot
from
my
colleagues
and
we
helped
each
other
in
all
the
elements
of
the
process.
Leaning
curve
Before
I
came
to
Berklee
Valencia
I
never
received
any
form
of
business
training
and
I
was
pretty
nervous
in
the
beginning
of
the
year
of
all
the
classes
we
were
having.
I
am
very
grateful
to
all
the
teachers
of
the
school
for
helping
me
getting
through
their
classes.
For
me
personally
I
learned
a
lot
in
all
the
classes
and
I
was
able
to
apply
this
knowledge
almost
immediately
to
other
projects
and
especially
Play
it
FWD.
I
feel
more
confident
in
applying
for
jobs
or
starting
my
own
business
due
to
all
the
tools
I
acquired
this
year.
Mind
opening
Being
in
a
school
and
class
with
people
from
all
over
the
world
and
backgrounds
has
a
mind
opening
effect.
I
did
not
only
learn
a
lot
in
the
courses
but
definitely
a
great
deal
from
my
fellow
students
as
well.
It
was
a
great
experience
to
be
part
of
such
a
multicultural
environment
and
it
made
me
grow
as
a
person.
It
is
my
future
9
Ankie Titulaer; SID: 0765536
27 July 2014; Culminating Experience
Play
it
FWD
is
my
future.
We
are
determined
to
realize
this
project
and
do
whatever
is
needed
to
make
this
a
successful
business
together
with
my
partners.
We
know
that
we
have
a
lot
of
work
in
front
of
us
but
I
truly
believe
in
Play
it
FWD.
7.
Appendix
Lesson
drafts
The
first
draft
is
a
time
based
lesson
plan.
Every
week
there
is
a
new
chapter
to
the
topic
and
new
exercises.
The
second
draft
shows
a
more
custom-‐made
lesson
plan.
Students
are
able
to
only
view
the
topics
they
are
interested
in
and
are
able
to
skip
through
the
different
levels
if
needed.
i.e.
skip
the
basic
lesson
when
the
knowledge
is
already
there.
(This
is
just
a
draft
of
the
first
ideas.
The
development
of
the
final
lessons
and
plan
will
be
an
evolving
process)
10
Ankie Titulaer; SID: 0765536
27 July 2014; Culminating Experience
Curriculum
draft
1
CLASS
1
INTRODUCTION
MUSIC
CLASS
2
INTRODUCTION
MUSIC
CLASS
3
Week
1
TO
CELEBRITY
X
TO
CELEBRITY
X
DRUMS+BEATS
CELEBRITY
X
CLASS
4
DRUMS+BEATS
CELEBRITY
X
CLASS
5
GUITAR+PIANO
CELEBRITY
X
CLASS
6
GUITAR+PIANO
CELEBRITY
X
CLASS
7
VOICE+SCALES
CELEBRITY
X
CLASS
8
VOICE+SCALES
CELEBRITY
X
CLASS
9
MAKE
A
SONG
CELEBRITY
X
CLASS
10
MAKE
A
SONG
CELEBRITY
X
Week
2
Games
+Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
+
+
+
+
+
+
+
+
+
Week
3
Games
+Exercises
Games
+Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
+
+
+
+
+
+
+
+
Week
4
Games
+Exercises
Games
+Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
Games
Exercises
11
+
+
+
+
+
+
+
+
Ankie Titulaer; SID: 0765536
27 July 2014; Culminating Experience
sCurriculum
draft
2
CLASS
1
Video
2
Video
3
Video
4
INTRODUCT celebrity
ION
TO
+host+games/exer
MUSIC
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
CLASS
2
DRUMS+BEA
TS
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
CLASS
3
DRUMS+BEA
TS
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
CLASS
4
DRUMS+BEA
TS
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
CLASS
5
GUITAR+PIA
NO
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
CLASS
6
GUITAR+PIA
NO
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
CLASS
7
VOICE+SCAL
ES
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
CLASS
8
VOICE+SCAL
ES
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
CLASS
9
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
celebrity
+host+games/exer
cises
MAKE
SONG
Video
1
celebrity
A
+host+games/exer
cises
CLASS
10
MAKE
SONG
A
12
Media of