sustainable funding

Elementari – a Sustainable Funding Case Study

January 25, 2021 by Erica Hargreave Leave a Comment

In March of 2019 we were fortunate enough to interview Nicole Kang, one of the founders of Elementari for our Sustainable Funding Series for Media, Educators, Technologists, and Creators. Elementari is a platform for creating interactive stories, targeted to schools, teachers, and kids. Below, we share that interview, insights into the Sustainable Funding Model that Elementari is building towards, as well as other conversations that Nicole and I had around diversity and inclusion in storytelling, open education, marketing, and Elementari itself. This was just the beginning of a journey that myself and our team at StoryToGo are taking with Elementari and Nicole Kang, as we have begun to use Elementari ourselves, creating our own interactive stories, and have taught kids and adults alike how to bring their stories to life with Elementari.

Elementari has a huge component that is based around computational thinking and trying to introduce coding concepts in a way that is not code to students who might not want to learn how to code.
_{~ Nicole Kang, Cofounder of Elementari}

Creators: Nicole Kang & David Li

Country: France

Interview Date: March 24th, 2019

Link to the Project: https://www.elementari.io/

Funding Method: Blood-Sweat-&-Tears, Freemium Model, Workshops & Speaking Engagements

Interview with Elementari’s Nicole Kang

The Project : What Is Elementari?

Elementari is an online platform for building interactive stories, designed based on a culture of remixing. Users are able to add their own imagery and sound, but the platform is ultimately designed to remix the professional illustrations and sounds of artists. These artists are automatically credited when an Elementari user publishes a story using the artist’s work.

While Elementari can be used by adults, and holds a lot of potential for creators such as ourselves, the platform was ultimately designed for Kindergarten to Grade 12 schools, teachers, and youth, as a tool to facilitate reading, writing, coding, game design, and building an understanding of crediting artists and of remix culture. In the interview teaser below (starting at time marker 01:59), Nicole talks about her sensibilities behind Elementari …

The Creators : Who Are Behind Elementari?

Elementari was co-founded by Nicole Kang and David Li.

Nicole Kang is a bit of a world traveller, born in the US and now living in France. She studied Management Science at MIT, but most of her work experience has been in education, particularly around scientific inquiry and STEM. Included in this was working in the Educational Arcade at MIT. Nicole’s interest education took her to Taiwan to pursue a Masters, where she ran into issues in conducting experiments in scientific inquiry, as she doesn’t write in Chinese. This created a shift to ESL and ultimately to developing the concept for Elementari, sparked on by a course in digital ebooks. Nicole recognized the need for Elementari in the course as they were using InDesign which at that time she found unnecessarily complicated, frustrating, and impossible to share. All things that Nicole believes are counterintuitive to what education should. Rather she believes education should be open to everyone, allowing everyone to be able to learn, catalyzing her to leave her Masters to begin to build Elementari. In building Elementari, Nicole primarily focuses on the packaging, the marketing and the backend website development.

Meanwhile, David Li has focused on building the authoring tool. David’s background before starting Elementari with Nicole was in engineering, management, and linguistics.

I believe education should be open to everyone, allowing everyone to be able to learn.
_{~ Nicole Kang, Cofounder of Elementari}

Road to Funding Sustainably

Early Days, Solving the Initial Challenges

Two of Nicole and David’s early realizations in developing Elementari and a sustainable funding model behind it were:

that they needed to have something built to show, in order to attract funding to the project; and
that they needed assets in the forms of illustrations and sounds for Elementari users to build their stories with.

After some initial unsuccessful pitching of Elementari in Taiwan and France, Nicole and David realized from comments like, “What’s the point of creating stories? Who reads stories? Who wants to write stories?” and “If you only need $100,000, then since you went to MIT, why don’t you just ask your friends and family to pitch in and pay for it?”, that they were going to need to build and demonstrate what Elementari was capable of, before continuing to invest their time in marketing the platforms to potential funders. Despite never having undertaken a digital development prior to Elementari, David and Nicole were determined that they could solve the first problem by teaching themselves and building Elementari on their own to present to potential investors. Impressively, they have done just that.

Not being artists, the need for assets needed a different approach to solve. For this, they recognized that many illustrators were sharing their assets on social media for likes, but that was the limit to the engagement they were creating around their illustrations. So they decided to invite artists to share their images on Elementari for users to build stories with. This enabled the artist to build upon their portfolio for marketing purposes, by giving them stats as to how Elementari’s user base are utilizing their images, and which images are the most popular. This has worked for them, attracting in artists like Len Smith, who illustrated Toontown in Who Framed Roger Rabbit, and Richard Walsh, who illustrated the Math Blaster Reading Series. Surprisingly Elementari’s team discovered that it wasn’t the young art students who were interesting in contributing images, but rather the older professional artists. They think this is because the professional artists like the idea of kids being able to use their artwork to create stories, they enjoy this different avenue to promote themselves, and as they see the future potential in profit sharing with the platform.

Funding Structure for Elementari Users

Currently Elementari is free for everyone to use to create stories with a limited library of images and sounds. A paid Premium version of Elementari gives users access to the entire library of images and sounds.

Similarly there is a free teacher tier for educators that allows for one class of up to 35 students, and then Premium versions for more capabilities, unlimited classes, more students, and for schools and school districts. You can see an example of Elementari’s plans for January 2021 below.

It is the Premium Educational Plans that the Elementari team sees as their sustainable funding model for the future.

We don’t want to put a barrier in the way for anyone to create. We want the disadvantaged kids to still be able to make their dino stories into reality. That’s one of our main goals.
_{~ Nicole Kang, Elementari Co-Founder}

All the educational support materials that are being built to teach lessons with Elementari are public, and teachers are encouraged to adapt and remix to suit their individual classroom needs. Those can be found by clicking here.

Other Funding Streams

Other ways that Nicole and David are helping to fund the early days of Elementari, include:

writing workshops, and
pitching the Premium Model.

As part of pitching the Premium Model, they have been taking on educational partners to run case studies and develop curriculum. During the case study and curriculum development, the partner gets free use of Elementari, and then after the case study and curriculum development, the partner has the option to sign up for Elementari at a reduced rate provided they wish to continue using Elementari.

Future Building

In the future, some of Elementari’s goals include:

profit sharing with their artists (aiming for up to 70%),
working with the schools to create examples of what a good classroom library would look like to help convince the school gatekeepers that Elementari is a good investment for their school,
the option of non-remixable stories for sensitive content and for professional writers,
ability for readers to choose their own characters for a story.

Ultimately, creating a bottom up, product creation approach to marketing is what Nicole believes will work for Elementari. Basically working with educators and kids to demonstrate what is possible, in order to get Principles, School Districts, and Parents to buy in. It is with that in mind that Elementari has approached the COVID-19 pandemic, giving teachers and parents access to a free classroom account on a trial basis, offering a free virtual coding club, hosting free webinars for educators, and offering virtual field trips for Hour of Code.

Other strategies that help to market Elementari are:

that the stories are embeddable on other sites, and
an Elementari Ambassador Program with percentage sharing on sales.

Final Thoughts on Being an EdTech Entrepreneur

Some final reflections and advice from Nicole on being an EdTech Entrepreneur …

Have a question for Nicole? Ask it in the comments below, and we shall see if we can get you an answer.

A enormous thank you to BCIT for sponsoring this case study, to Grant for the Web for funding the broader Sustainable Funding Series, to UBC MET for sparking it through my ETEC 580, and to David Porter for acting as an advisor to me in this work.

River Revery – a Sustainable Funding Case Study

December 20, 2019 by Mary McDonald Leave a Comment

River Revery is a community-based, collaborative project of two London, Ontario writers, artist/educator, poet Penn Kemp and media artist and educator, Mary McDonald. River Revery addresses the artists’ concerns with the health of the habitat surrounding the Thames / Deshkan Ziibi River. In addressing local environmental concerns in an artistic and poetic way, and through inviting community participation, they aim to engage with global, universal concerns for the environment.

River Revery’s Transmedia storytelling initiative, #RiverReveryLdn invites Londoners to join in “knowticing” intricate details of beauty in London’s natural world surrounding our beloved Thames/Antler/Deshkan Ziibi River. These small moments of beauty help to remind us to celebrate and care for the beautiful and fragile environment within which our community is held.

Creators

Mary McDonald, MultiMedia Artist, marymcdonald.ca

Penn Kemp, Poet, http://pennkemp.weebly.com/

Country

Canada

Link to project

RiverRevery.ca

The Creators

Poet Penn Kemp, and editor of Pendas Productions

Pendas Productions is a micro publishing company publishing artbooks of poetry and drama, often in combination with CDs. Since 1977, Pendas has produced 30 poetry artbook/CD and DVD combinations often in collaboration with musicians and artists with editor Penn Kemp. We have featured more than 20 Souwesto authors and produced several anthologies.

Penn writes: “Poetry is an essential expression of the human spirit: collaborating with Mary extends poetry’s possibilities and audience to the wider community. I believe that poetry is a path to environmental activism and change”.

Media artist Mary McDonald

I am passionate about community participation in arts and the ways in which new media and accessible creative technologies can make that happen. I create interactive Augmented Reality installation and transmedia storytelling using accessible digital mobile technology to show, share, invite and empower others to bring and contribute their artistic responses to “Become Part of the Story.”

I have been very active in the London arts community for a number of years, through a number of artistic disciplines. Through these projects and through my development as a multimedia artist, my passion for bringing community together through the arts, creating opportunities for contributions of the community to the arts and inviting their interaction and engagement has become increasingly important to me and a foundation of my work.

I plan to leverage River Revery as a way to connect our community, our artists into a creative collective. Bringing our attention and our intention to our natural environment is of paramount importance to me. What we care about is what we will care for. Using artistic responses, new medias and accessible, mobile creative technologies, enables people to bring their attention to the beauty around them, to “knowtice” it with intention, which creates in turn, collective environmental action.

Through interactive guided Augmented Reality poetry/art walks and participatory exhibitions, walking workshops and in-place workshops focussing on how to create transdisciplinary art with accessible, mobile digital creative technologies the community of London will be invited and empowered to become part of the story of River Revery, uniting community and artists into a creative, collective, generative response to the environment which envelops London.

The Project

River Revery is a collaboration of London, Ontario artists — poet and activist Penn Kemp, and multimedia artist, Mary McDonald. River Revery received a City of London’s Community Arts Investment Program grant (CAIP grant) from the city of London through the London Arts Council. This collaboration was designed for building community engagement around the appreciation and protection of the Thames/Antler River that runs through London and involves community arts participation through transmedia storytelling.

Wishing Well AR Artwork — AR artwork for Wishing Well

The project includes an Augmented Reality moveable art exhibit which is a series of artworks with embedded QR codes, printed and mounted on aluminum plates. These hang on free standing metal easels, which allows the freedom to have the exhibit to occur in any location, including in natural locations outside such as along the river, at the Forks, and in conservation areas. The visual art is linked through QR codes (a very simple but accessible and effective method of AR) to Mary’s multimedia sound and visual interpretations of Penn’s poems. The project also includes a website on which the Community Story Wall features community participation in arts, the text of the poems and the sound and poetry film interpretations as well as hosting the OER components and community workshop materials.

The main goals of the project are to leverage River Revery as a way to connect the community, our artists, our schools to celebrate and “knowtice” the beauty around London, our River…to “knowtice” is to acknowledge the value, appreciate and care for the natural ecosystem London sits within.

As well, the artist aims to break down the barriers between artist and “audience” to become a collective community, all active participants, caring, creating, sharing and learning with accessible creative technologies, art, and transmedia storytelling. connected and acting through art, and transmedia storytelling.

Instructions can be found linked on the Story Wall at RiverRevery.ca

Road to Sustainable Funding:

Free/OER Elements:

The text and the poetry films are freely available on the website. Print versions of the entire poetry book which includes some photographs and QR codes to the online AR films and sound explorations are available for purchase. Also available to purchase are prints of photographs and a DVD of the poetry films.

OER downloadable and remix visuals including film segments will be available on the community workshop resources page on the website. Also included here will be plans and curricula for community workshops for participatory and engaging art projects utilizing mobile, accessible creative technologies.

Developing a Multiyear Plan:

River Revery — Become Part of the Story

River Revery at London, Ontario 2018 Wordsfest. — Premiere exhibit of River Revery, Centre at the Forks, Museum London for Wordsfest 2018.

2018 Creation of River Revery

2019 Community Engagement
- walks and workshops
- possible partners: Thames Talbot Land Trust, UTRCA, Fanshawe, Antler River Rally, Western Serves student volunteers, London Public Library, Centre at the Forks

2020 Bring in other artists for collaborative, curated events and explore other partnerships
- “Bring the Outside In” (working title) large, curated transdisicplinary event(s) bringing together community, artists, environmentalists

Developing River Revery’s Broad Community Engagement, a Multi-year Plan:

2018 Creation of River Revery —
- 4 AR visual artworks have been printed and mounted on aluminum plates which can hang from free standing metal easels such that the exhibit can be placed anywhere — including outside along the river, in the park at the forks of the river in the centre of downtown…
- These artworks are linked to 4 poetry films which are sound and visual interpretations of Penn’s poems which I have created with accessible mobile technology
- 4 artworks remain to be printed and mounted, (cost exceeded well beyond capacity) linked to 1 more poetryfilm and 3 sound and music interpretations
- Community Story Wall and transmedia storytelling #RiverReveryLdn is live and there has been some initial engagement with the project through the initial exhibition of the work as well as volunteer Western University students who raised awareness by distributing invitation cards and engaging with the public.
- All of the elements are free to access. They are not openly licensed as the poet is a strong believer in Access Copyright. In Canada, the majority of the literary community are advocates of Access Copyright.
- OER: The workshop materials I create, located on the Resources page, with the Community Story Wall, are OER and will include workshop plans along with art only — downloadables — images, video, nature and music sound clips to jumpstart or remix projects

2019 Broad Community Engagement — walks and workshops
- There is a possibility of partnering this year with the Thames Talbot Land Trust, to provide guided AR poetry walks in conjunction with their “Mood Walks,” a partnership they have with the local chapter of the Canadian Mental Health Association, as well as other walks and events they program such as their volunteer BBQ — possibly funded through a second Community Arts Investment Program grant
- Explore and implement “Advertising through Arts Partnerships” initiatives — local businesses pay to “host” the AR Artwork for River Revery with the promotion of this multiple location “River Exhibit” done through the London Arts Council, the City of London, Tourism London etc which often offer free promotion of cultural and artistic events
- Possible other partners include the local Conservation Authority, Fanshawe/Komoka Provincial Parks, Antler River Rally group, Western Serves student volunteers
- The London Public Library has expressed interest in a proposal for a series of community workshops in partnership with their new emerging media lab — focussing on community participation in art with accessible mobile creative technologies
- The London Public Library has also expressed interest in hosting an exhibit and interaction with the AR participatory installation, Still/ed Here which includes the poetry film and AR installation, On the Margin of History
- Possible additional workshop partner: Museum London’s Centre at the Forks emerging media labs

2020 — Beyond River Revery to expand out into larger events that Mary would curate
- “Outside In/Inside Out” (working title) large, curated transdisicplinary event(s) bringing together community, artists, environmentalists
- I have discussed the possibility of launching these in connection with London Arts Council’s new social enterprise — Culture City X Tours — some funding through the London Arts Council
- Lead AR poetry walks and walking workshops for the Thames Talbot Land Trust Passport to Nature program, which is funded through their corporate, community and private sponsors

Additional funding partnerships to pursue: City of London, tourism London, local businesses and foundations, private donations, patronage, “adoption”/sponsorship of events/artworks
Explore and implement ecosystem that connects local businesses with artworks to benefit from “Advertising through Arts Partnerships” in which a reverse advertising model is implemented — the local business pays the artist to host/rent the artwork (AR artwork in the case of River Revery) and this hosting, perhaps as part of a temporary, or on-going exhibition of single or multiple locations is promoted as an arts and cultural event, perhaps in conjunction with a regional arts venture, by the artist and the arts organizations they partner with — thus leveraging the arts and culture networks developed in a city/region for the benefit of both local businesses and artists (producing thriving cities)
I am also exploring other ways to connect local businesses in support of the arts — either through in kind donations, supporting live or online events, sponsoring the mounting of artwork …other ways to include local businesses within the funding “ecosystem” beyond simple advertising or patronage. *Building the value and vested interest into the partnership so that it becomes a reciprocal, multiplying partnership
Other possible sources of revenue include sales of poetry books for Penn and printed photos and artwork, DVDs of the poetry films for Mary.
Additional opportunities to investigate include sales of other printed items with digital art/photo art/ AR art through online companies like Redbubble and links on the site to purchase prints, the book of poetry, photography and QR codes, and even possibly other things like clothing/home decor w the visual art and/or the QR code triggers to the AR.

Lessons learned, tips for success:

Key takeaway: the larger the project became, the more people it could impact and involve not only increased the value of the project to the community but opened up new opportunities and avenues for funding to pursue

It’s very difficult to be creating the art at the same time as you are trying to promote and arrange events and collaborations. Ideally these time periods are separated and/or some of the legwork or preparation for crowdfunding, developing sponsorship and partnership relationships ahead of creating time.

Looking at all the elements with a “whole value” mindset is essential — aspects of the work may be fuelled solely by passion and driven by determination and my own money and time — however, the exchange value of this work or these aspects of a project may prove just as, or more valuable in terms of future connections in the long run — keep my eyes on the big picture

Continue to look at each project as a stepping stone to the next “level”, the next vantage point from which it is possible to see or launch your next project

Expanding the project also allowed me to expand into other ways of funding — moving towards a more sustainable funding model

However, as I move forward with more and more projects, I am developing my “pie in the sky” approach — one that allows for continual spiralling iterations of a project that at the same time allows for funding “slices” to be added in to the pie as it grows

Think Creatively — financial support opportunities are directly linked to the numbers of people impacted and reached which often has at least an incidental corresponding relationship with the cultural value of a work — as the community reached, impacted, connected with, around a project grows, so too doors to potential funding opportunities open.

Open Stax – a Sustainable Funding Case Study

November 30, 2019 by Mary McDonald Leave a Comment

Open Stax has been producing OER textbooks since 2012 when they published their first 5 titles. They have 32 titles today, with 6 more coming within the next few months. 2.7 million students in the States use their content per term, and their textbooks are in 58% of degree granting academic institutions in the States.

Creators:

Interview with Daniel Williamson, Managing Director

Country:

Houston Texas, US.

Interview Date:

March 22, 2019

Link to Project:

https://openstax.org

Funding Methods:

Non-profit

Ecosystem model involving for-profit partners who sell value added services who then give back a “mission support fee” along with sales of print versions of the textbooks.

Open Stax is a part of Rice University and is supported by foundations such as the Bill and Melinda Gates foundation, the Hewlett Foundation along with others.

Textbook content is written by paid educators and experts.

The Project:

Open Stax provides free web-based, post-secondary level OER textbooks.

As cost is one of the number one drivers for the use of Open Educational Resources, so if we can target those high enrolment, high expense courses, we tend to have really high traction.
Daniel Williamson

Open Stax textbooks have been localized for use throughout the US, in Canada, and in Poland.

Broadly, because these are OERs, we see this content used everywhere.
Daniel Williamson

UNICEF told Daniel about Learning Equality’s use of their content. Learning Equality is a group that works in crisis and conflict zones, they have been loading all our content onto their portable internet for use by post-secondary learners in these situations.

https://learningequality.org/about/

The Creators:

I spoke with Daniel Williamson, Managing Director for Open Stax who described to me the mission and goal of Open Stax, their business model and their insights for sustainability of OER as well as their hopes and goals for the future.

The Road to Sustainable Funding

The business model for Open Stax was designed from the very beginning for Sustainability. Open Stax has built an ecosystem style model.

In this ecosystem, Open Stax produces the core content. For profit partnering companies offer for cost, value added technology services such as virtual simulations, and clicker apps with are integrated with the content of our textbooks. These partnering companies then pay Open Stax a portion of the fee that has been charged to the student which then goes back into Open Stax to support their sustainability, and to keep the content up to date. This ecosystem model brings the benefit of co-marketing to their partners as well as giving them access to high quality educational content.

Open Stax looks at and targets the highest value to decide which textbooks to produce, although their goal is to have a much more comprehensive library. They look at the size of the market and the number of students who would be impacted and at the cost of the resource for students and balance these. As the point of Open Stax is access for students, and to make education more affordable, the partnering companies are mandated to keep their fees to the students low.

As well, print versions of the textbooks are produced for sale at a low cost by Open Stax and that revenue is fed back into the system to develop further textbooks and to keep the content fresh and current. “As there are so many students using the content, we are able to bring the unit costs down.”

Daniel describes his key thoughts on sustainability:

You need to build in sustainability from the beginning as it’s really difficult to retrofit these things. Most of the OER players are reliant upon grant funding — but you can’t wait until the grant runs out to figure out a sustainable way forward.

There are two aspects to sustainability — fiscal and the people. The money makes it possible but it’s the people who are actually going to take and give this content a life of its own. So we really need to feed both of these.”
Daniel Williamson

Sustainability is somewhat controversial — Stick to your guns. There will be people who might not like what you’re doing and that’s ok. It’s good to challenge each other. As long as you are really connected to that mission which we here at Open Stax believe our mission is to improve access and improve learning for all..that you’re going to be guided by those mission principles which will lead you in the right direction.
Daniel Williamson

Into the Future

Daniel believes that by ensuring that the Open Stax content is high quality while keeping the content generic, this allows Open Stax textbooks to serve as the foundation for localization.

If we can reduce the barriers to entry for people to OERs, then we’ll see more and more people participate.
Daniel Williamson

When talking about sustainability, Daniel mused that there’s a lot of interesting models emerging, and that we’ll see which models survive.

The thing that I dream of is the day we’re not just sustainable, we’re in perpetual growth.
Daniel Williamson

In thinking about what that perpetual growth model might look like, Open Stax is calculating how many titles they need to have produced and generating revenue, to allow them stability and sustainability enough to invest in continuously growing their library and to react to changes in the market.

Now what we’re thinking is about how can we both spur greater ownership and creativity where people take and think what ca we do next…I think there’s a lot of ways that can lead to expansion…
Daniel Williamson

Key Opportunities:

I think OER really unlocks the ownership piece. It allows content to become this foundational knowledge that is infrastructure which brings us to this opportunity which now we can build upon. We can start having a research infrastructure that allows us to start diving deeper into how humans learn, and how can we help them learn most efficiently and effectively instead.
Daniel Williamson

A lot of tremendous opportunity there to move beyond just consumption of content to really thinking about it as research infrastructure for understanding how we move the state of the art in terms of education forward.
Daniel Williamson

Swaddled – a Sustainable Funding Case Study

October 30, 2019 by Mary McDonald Leave a Comment

Swaddled is a community driven, crowd sourced series of art collages. Swaddled began from a call from the group, Making Grey-Bruce Home, for a project which involved creating an online resource for newcomers to Grey-Bruce county and to Canada.

Creators:

Jennifer Hicks

Country:

Canada

Interview Date:

April 4, 2019

Links to Project:

https://hicksinthesound.simdif.com

Instagram at Woodchuckandbrush

https://www.instagram.com/woodchuckandbrush/

https://www.instagram.com/p/BxuYb_uFoBc/

Funding Methods:

Artist fees for exhibitions

Sales of artwork

Subsidizes artwork by providing services such as facilitating workshops around her participatory art

Hicks shares her artwork, much of which is self-funded, freely as it is an investment to build an audience and to leverage for future projects and exhibits.

The Project:

Swaddled is a touring, community driven, crowd-sourced series of collages. Each work begins with the text. These texts are newspapers in other languages, from other cultures, donated to her by friends and family. This text forms the background which Jennifer then collages over based on the stories she receives from friends, family and viewers.

After the exhibit was shown for the first time in Owen Sound, I received feedback from the people who saw it, who are strangers to me but who have experiences in those places or with that culture. And then their stories get landed on top of the artwork in the form of collage — additional symbols, icons, words, to represent their reality with that language, and that culture.
Jennifer Hicks