Custom Search

Wednesday, March 30, 2011

Project Management Video Back Notes

Supplement Public Reading in addition to textbook materiel.

Tuesday, March 29, 2011

My First Project Wonderful Advertiser

This is awesome. Thanks for this and the project Wonderful Ad. I'm posting the video on the blog as a thank you and because it is F'n funny:). It'll be up Thursday this week.

Hey all, I'm trying to figure away to help all the project wonderful people who actually put an ad on this blog. I'm not sure yet, but mind is a ticking.

Sunday, March 27, 2011

Final Project for Project Management

Okay here's my final video for my Full Sail Class Project Management.

Untitled from Zon Petilla on Vimeo.

There's a real "OMG It's Shaun White Project", but some things in this video might be a little off. Please note: The last slide is based on the actually Shaun White Fan Page on Facebook. Ideally, %30 of that number would want to buy that toy, but that's pure speculation based on a market to sales ratio. It's late and I have work tomorrow or I would just keep working on this til morning to really make it polished.

If interested in helping get the word out or supporting the actual project click on the green button on the right of the blog or below.

Also we are putting together an art book to help raise funds for Japan. If you would like to contribute to that click this link.

Thanks Much_ Zon

Saturday, March 26, 2011

Re: Coaching, Consultation, and Developing Talent

Before I read Chris Garrett's article on coaching ( 2011, 3, 19), I realized that's what I had been doing for years.

"Couching" is a service that helps someone get to the next point of where they want to be. When I was a community college tutor before becoming a teacher, I tutored people on the same premise.

Although I am still a "Noob" or "Novice" to blogging or providing content on the Internet that's worth reading, I think I can safely say Garrett is describing a consultation model. For example, when my dad was working corporate, he consulted on both legal and tax issues. Later as a criminal defender, he did his best for the client who needed to transverse the legal realm. In both types of jobs, Garrett's definition of coaching seems to hold because my dad developed a relationship with a client, listen to their needs, and then provided advice on those needs as it met the limits or rules that had to be dealt with in the corporate or courtroom sense.

Another key point is a coach/consultant has to believe in their client.
Noah St.John of the Secret Code Of Success ( cites in his research that most successful people have at least one person who believes in them. In this regard, we could consider that every successful person has had a coach. For example, Joan Jett of the Runaways had manager Kim Fowley. Fowley coached her on how to be a success in the music business. If he didn't believe in Runnways he wouldn't have invested his time and money (

Who Coaches a Coach?

This is hard because before you can coach someone, someone has to believe and support you. In my case, I've had good friends and former students kick me when I am feeling down or remind me what I have to offer when a plan does not go exactly as I would have wanted it. Bottom line, you need a healthy diverse support group that helps in many ways before you can really offer developing someone else. The part about this is it takes time to build these types of relationships.

Should I get paid to couch?

I reluctantly say "yes" to this questions because I don't think this it is simply an hourly wage or rate for consultation unless your working with or for a major corporation or small firm. I think for start-up projects with independents, payment should come in other forms (i.e. favors, connections, or project percentages, etc.). In consideration of Guy Kawasaki Art of Start, the focus should be helping people learn, develop, and grow because if the focus is only on money then people won't be successful and financial rewards just won't happen (

Am I a coach?

You are as long as you have some experience you have to share with someone else that gets them to the next level. LOL, the moment you give someone really good advice that helps them, you are a coach. From a Full Sail assignment, I thank Kurt from TGT because inadvertently gave me coaching on pod-casting. Also, there's nothing wrong with being a coach and getting coached on something else. My art is getting better because I am being coached by Diane Hyppolite.

What if I give bad advice?

LOL, Then you are a bad coach. Okay, seriously, figure out what you don't know, or what you need to learn to become a better coach. For example, when I first started working in education, I couldn't help this Japanese student with her English paper, so I got ESL classes to make me a better tutor. This was the same for legal, tax, and business advice. Of course, I've spent alot of money on formal education, but there's plenty of free learning on the net.

How to Get Started...


1. Referrals – Do great job of wowing your existing clients and they will bring friends. Again, it is about results mostly, but also their relationship with you. When they praise you, ask for referrals.
2. Networking – If you are looking for business people then use LinkedIn. Lewis has a brilliant video course that will make your LinkedIn work rock. I already learned a great deal from watching a couple of his videos. Life coaches could find many people in Facebook. I have picked up a fair few clients from live events and workshops – relationship is so important that seeing you face to face makes a huge difference.
3. Forums – By answering questions and showing you “have the right stuff” you will build a reputation, and again, allow people to get to know you.

Re: People I Work “With”

Two projects I am current on have really been interesting to start off on a consultant/partner level: “NeoGlow Entertainment” with Diane Hypolite ( and “Win Writing” with Wendoll Douglas (Web Presence in works). Neoglow Entertainment as of now is working on developing a designer toy line and Win Writing will be a adult writing project hopefully coming out this summer 2011.

Above: This is a button/achievement Diane Hyppolite created for the "OMG It's Shaun White Project".

Re: Offers that Didn’t Workout

However, I have been offered two consultation positions that did not workout. Both with two Art groups, the first offer fell through because of a lack of communication from multiple parties. The second was an art group that I didn’t have the time to give given the hours they would pay me.

Inadvertently, I’ve been following Garrett’s advice of limiting those I work with based on certain criteria ( 2011, 3, 26). The first is getting to know someone, which I’ve cheated because I’m only working with close friends so far. The second is time; meaning, even though when my pocket book is hungry at times, I cannot morally just take someone’s money or commit to a project if I won’t see it through.

Of course, I plan to start smaller projects where I’m just a coach/consultant with people in the near future instead of my current model of practice.

Friday, March 25, 2011

Elements for Investor Pitch

Hey all,

For those hidden "Ninjas" of Business who visit, read, and exit into the night without saying hi, I present my week 4 final project management categories from my Full Sail studies.

Before I post the final assignment on the blog, these categories represent what key points you have to address before an investor will consider backing a project. Of course, this isn't the only way, and new ways like Kickstarter will always change project funding. So again before you try any of this at home, please consult experts (legal and tax). Plus, I encourage posting and emails as usual to continue a discussion unless you are a ninja an posting will jeopardize your mission.

1. Business Concept Overview (+)Project Definition
2. Size and Nature of the Target Market
3. Competition Analysis
4. Sales and Marketing Strategy
5. Financials
6. Effectivenes of Pitch

Wednesday, March 23, 2011

Grade For Gears Blog

Here's my Grade for the Gears of War 3 Ticker Bunny: A Case Study. The blog link is below.

I do apologize for posting my grade on the blog because I'm not trying to brand myself as a smug straight "A" student, but in a world of virtual achievements, I think school grades are something to be proud of. Of course, the real projects I do for fun and hopefully financial success will be something to be proud of in the near future as well.

Plus the cool factor:
I got an A writing about video games and business. How many Grad students can say that.

Warning: Wah, wong, this was only 5% of the total grade; the heavy weight assignments are harder.

Brand Positioning Statement

Have to come up with a Brand Positioning Statement for this week's discussion.

Sunday, March 20, 2011

Gears of War 3 Ticker Bunny: A Case Study

For those following my blog, I have been exploring or beating a dead horse called “connect with fans”(

The concept directly relates to this idea of finding and maintaining a Niche market. Establishing a Niche, has been defined by many experts as the use of social media technology as seen on such sites as,,, and so on.

For this week’s Full Sail blog assignment for my “Product and Artist Management” class at Full Sail, I wanted to relate the “Connect with Fans” and the Gears of War fan project the “Ticker Bunny”.

Some Brand and Franchise Background Information
Now let me admit my number one bias first for writing this Blog Case study, I love Gears of War, and have got a new HD TV, A Wi-fi Upgrade to my old Xbox 360s, and am pre-ordering the game to be delivered to my parents' house as I plan to teach in Korea just to play the special GameStop beta. Of course, I’m not the girl who got a Gear’s Crimson Omen tattoo on the back of my neck, but it safe to say after close to ten years from "Gears of War 1" to the anticipated “Gears of War 3”, this is a very strong established Brand and Franchise (Goldstein, 2011)

It’s Multi-Media Story
From Novels to Comics to a potential film the games coincide with all the official stories (Goldstein, 2011) .

Image From:

Image From:

How did Social Media Change Gears Marketing?

Taking a lot form Randy Pitchford of Gear Box and famed success “Boarderlands”, Cliff Bleszinski (the lead creator of Gears) decided to combine a grass roots effort with a established brand. Unlike the "Call of Duty Franchisee" which takes in consideration of the Fans loosely, Cliff decided with this final chapter of the game in the franchise to give fans what they wanted based from the years of complaining form Gears of War 2 such as "dedicated servers", "speed game play issues", and so on. My observations over the years has been You Tube showing Gears of War 2 cliches in the game that could have been avoided if the game makers took a little more time.

Warning Video has Profane Language from the Gears of War 2 Characaters

This time, they have proactively polishing the game by pushing the game date to September 2011 and offering an exclusive beta of the game.

Moreover, Cliff and Epic studio have been allowing fans to record a lot the game play fro fan run conferences such as PAX East ( and putting the game play footage on YouTube. This seems to be first time for an established franchise gets so much amateur converge. A predecessor from Microsoft, Halo Reach, touched on what was possible, but Cliff and Rod Fergason from Epic Studios have really made an effort to connect with fans. For example, they used their Facebook page to let fans vote for what maps would be available for the April to March 2011 Beta.

And so, Ticker Bunny is Born
I’ve been trying to research the Ticker Bunny more, and have even politely asked to interview its creator to get a better inside look at the creative process. Unfortunately, I have not gotten a response and their is very little concerning this fan based project aside from the picture and the video below.

As of now, it seems the social media marketing lead to it's publicity. Cliff had referenced the image online, which lead to small hype and a new line of plush toys of cute version of an enemy monster who explodes in the Gears of War Universe.

Image From:

Compare the Ticker Bunny to the NCEA Ticker that more accurately recreates the monster.

Image From:

What Can We Learn from this As It Relates to Artist and Product Management?

Simple, fans can make and market new products that can be offered in the established fan base. It this sense with social media, fans can save a company from the research and development of a new product to over an established brand or franchise.

Sure, but How is Profit Made from such a Production?

This is the moral dilemma with the “Free Economy” of the Internet when compared to the classic cooperate mission statement of “Get as much money for the Share Holder”.

In any case, a company can legally own and discredit fan art in order to produce it’s own version of said product.

Hypothetically in this case study, Epic studios and Microsoft have legal agreements that may entitle them to recreate her work for mass production and not give her any royalties or compensation. Of course, in the designer toy markets she can sell the toy and make money from her work, but if Microsoft or Epic Game studios really pushed it, they could have her stop production if they make a similar product for their markets.

So Why Haven’t They?

LOL, the catch 22 of social media. If Microsoft or Epic studios did try and sue her and remake a cute ticker toy, they risk losing fans and sales because they branded Gears of War 3 as a pseudo-fan-based project for fans. Hurting one fan could rupture their campaign. Sadly, the Internet has made marketing and product offerings potentially more democratic than the US government itself.

Moreover, Here’s a Thought of what May Really Be Going on with Fan Art from Connecting with Fans

References Excluding Video or Picture Links:

Goldstein, H (2011) Interview Talking Gears With Cliff Bleszinski Part 1,2,3, and 4 IGN. Retrieved From:

A Definition of Project Management

Hobby Games
Here's a great example for those "Magic the Gathering" and "D and D players" Players.

Wednesday, March 16, 2011

Apple Post 1984 Full Sail Dicussion Board

Prompt: “In looking back at the 1984 launch of the Macintosh computer, do you think that the strategic visioning and planning of Apple, Inc. has been effective overall and why?”

I think during my whole time at Full Sail I always go back to Guy Kawasaki’s concepts as a core. According to him Apple was and has been about making people’s lives easier.

Prompt: “Discuss at least three aspects of Product Management that exist at Apple, Inc.”

In this sense, years after 1984, Apple sold people on buying their products because they promoted a better way to live through their technologies. In this regard, the 1984 language of Macintosh was the idea of freeing computers from the cold clutches of IBM and corporate America. In 2003, when I was attending Fresno Community College my computer science teacher explained how IBM thought that computers should not be easy, but work. When Macintosh revolutionized the marker with it GUI (Graphic Interface System), IBM responded by paying Bill Gates who had reversed engineered windows (Burke, 1999).

Because of Apple’s personal computer at home movement, IBM decided to give a lot of technology and licenses away that established the PC and the open market for development. Because of what IBM did, Apple was hurting form the late 8o's to Early 90's. Apple then made a strategic alliance with grocery stores and public schools to get their computer to younger customer. When I was growing up, I didn't understand how can drive could lead my school to have a new computer lab with "Apple II E" computers until after I attended that class in 2003. This strategic partnering did two things: One, gave the a huge tax write off, and two just like the cigarette company access to a youth market. Add college kids, Microsoft giving them the I-pod technology to avoid an anti-trust lawsuit, and now we are in post 1984 and Macintosh being the protector of freedom when it comes to creativity, lol. Sigh, I personally chose a degree in teaching because in 2003 I say the effects of the 90’s bubble pop in California as what freaked out. Oh, only if I stayed in computer science.

Prompt: “Discuss what you think might be an effective strategy going forward for Apple, Inc.”

In this post 1984 world where we have accepted out fate as a society, I digress and have to say I am neither a “Mac” or “PC” guy.
I’m a dude who just wants the freedom to produce and distribute what I want on the Internet. Thus, I contend that Apple is no longer the fighter of freedom, but has become the very “IBM” they branded to fight in 1984. Their products are no longer about innovating design but limiting it. For example, Google’s Android is beating the I-phone because Google is using the power of "free". The power of free is simply; if people are given freedom to explore technology innovation happens. However, Apple is more about control and protection of properties. Of course, giving creators of content such as music makers some protection from piracy is great, but the power of free is like water to stone. Meaning, no matter how hard Apple try’s to control certain things, it will be warn down. If Mac wants a better future, it has to remember what that hammer that destroyed the screen means… break the constructs that conflict with creative freedom.

Sarno, David (2010, Aug, 2nd) The business and culture of our digital lives,
from the L.A. Times Retrieved From:

Burke, M. (1999) Pirates of Silicon Valley Retrieved From:

Sunday, March 13, 2011

Missing Slide for Project Planning Assignment

LOL, the mac kept crashing it's own programs. So I'm up loading the missing image. I was going to post the final assignment, but sigh, it's got bugs.

Week 1 Artist Management Case Study: Creedence Clearwater Revival

Week 1 Artist Management Case Study: Creedence Clearwater Revival
Zon D. Petilla
Full Sail University

Note Above: LOL, CCR's "Bad Moon Arising" with footage of "Dragon Ball Z and GT"

When I decided to start an art services business, I had to come to terms with the fact I less artistic and more analytic. My partner recognized my skills to make good sound business moves and my love for reading contracts and asking the right questions. On the on the other hand, she has the ability to create art people actually care about naturally. So we became partners in a current content market that is free and just about anyone can make money as an independent without having to deal with corporations controlling the distribution of content. However, bands dealing with prior industries without Internet distribution of the past such as the music industry needed music corporations for production and distribution outlets. In this sense, 1960’s bands like Credence Clearwater Revival ran right into an exploitive business model. Thus, John Fogerty’s creative vision made Credence Clearwater Revival very successful; however I contend that this direction led the band to bad music industry deals and infighting among the group.

John Forgerty was the lead singer and manager for the band. Doug Clifford the bands drummer had talked about how John Forgety managed the band through their tours and contacts (James, Credence Online, Lyrics Freak). In this sense, the Forgerty formula lead to success in concrete sales, appearances like Woodstock, and awards. Ultimately, this formula caught the eye of many record companies of the day such as Fantasy Records, Asylum Records, and Liberty/UA Records.

Forgerty controlled the brand and the direction when it came to the legal decisions with the contracts and agreements.
For example, “In 1967, Saul Zaentz purchased Fantasy Records from Weiss and offered the band a chance to record a full-length album, but only if the group changed its name” (Lyrics Freak). Arguably a good move in the sense of branding the band, and the band members at time more than likely agreed with Forgety who was garnering them success. However, Fantasy Records' new owner Zaentz did not to give Forgety a better contract as promised. Stu Cook a former band member and who now holds a business degree recollects that Fogerty made bad deal and as a result Credence Clearwater Revival was signed into a terrible record deal.

Their peak success was from 1969 to 1970’s taken many live performances and selling records such as Bayou Country with "Bad Moon Rising" backed with "Lodi” being on top of the music charts top tens Bill Boards. While undertaking a steady string of live dates around the country to capitalize on their breakthrough, CCR also was hard at work on their second album Bayou Country at RCA Studios in Los Angeles. Released in January 1969 and becoming number seven platinum hit. They had continued with three years of record hits and singles while enjoying touring. Then in 1972, Rainbow Records under Zaentz decided to disband the band. Because of the agreements, Credence Clear water would now face further issues legal issues while Forgerty would try to scramble for a new record deal (James, Credence Online, Lyrics Freak).

Because of bad or unfinished deals and because of legal issues such as the one with Liberty/UA records( Billboard, 1970), in fighting among members started because Forgerty still was holding onto full creative control. Moreover, Forgety was fighting to keep everything as far as copyrights and royalties not just from the record companies but from his bandmates as well (Forgerty,2007). I contend that mistrust happened on two fronts. Forgety felt he did most of the work and deserved most of the ownership of the songs. However, the other band mates felt Forgety wasn’t doing a good enough job and causing more harm than good.

In conclusion, if I was the band’s manager, I'd break contract early, tell the band to release new music under a new name in order to clear the legal issues related to Rainbow Records new management. During this break, I would then publicized and publically blame Rainbow Records miss management and create a “us” versus them “mentality”. The band “Creedance Clearwater Revival”, might just be called “Revival”, and the new catalog of songs would be released under this new name. “Revival” could be easily repackaged for the 1970’s and early 1980’s rock movements. I would also create objective criteria for a real heart to heart session between all the band members. This would include creative say, negation of contracts, and distribution rights under ticket and record sales that would be more equal. The toughest part would be to claim the mistrust and egos of the band. If Negotiations fail, I would create a BATNA for all members before a complete fail that would bring in outside third parties such as attorneys or companies. In short, I would rebrand the band, publically denounce Rainbow Records, and market the hell out of the new rock band that would emerge from the legal ashes.

Credence Online. Creedence Clearwater Revival.

Fogerty, John, (2007)Reclaiming My Voice. Newsweek, Vol. 150, Issue 23 Academic Search Premier. Retrieved From:

James, Gary . Interview. Retrieved from:
Lyrics Freak. Creedence Clearwater Revival Biography

Wednesday, March 9, 2011

Connect with Fans Part B + a Reflection to Webcomics Weekly #77

First off, According to Attack of the Show on G4, Myspace has been having issues making money for itself this last decade, which is interesting because “Myspace Music” is pretty awesome service when considering how it first connected major businesses and artists to the general public early 2000. However, with other free music services out there for starting and established creators to give their music for free, and the seemingly exodus over the years for Myspace user towards services likes Facebook has really hurt the Myspace scene according to Kevin Perrah (2009) on Attack of the show. This means that Myspace Music users may be using social media tools like twitter and Facebook to connect or establish markets for new and old artists and artists are less likely using Myspace itself to market their products.

So when considering the 2009 Nine Inch Nails (NIN) free marketing, we first have to consider the established twentieth century “radio to sales model” and how it relates to the “Connect with Fans” (CWF) concept. The radio to sales model as described by Half Pixel states free music on the airwaves leads to direct sales. Taking a look at the effects of Napster in relation to Tower Records going bankrupt around 2003 in concordance with popularity of the I-pod, there isn’t a new music content model at all. Instead, the industry just changed technology and faces (Berklee Case Book, and Kurtz, Straub, Kellett, and Guigar, 2008).

Getting away from music and looking at digital book sales, an analogues trend to Tower Records seems to be happening to Borders Book Stores. Boarder’s recently filed for “Ch11”, meaning the most popular book store in the country is losing money and owns certain distributors like “Diamond” millions of dollars. At the same time, the Kindle and I-pad have made portable libraries and digital books very popular. Barnes and Nobles who embraced the new technology earlier then Boarders and is not filing for Ch 11 bankruptcy.

What’s happening now is you don’t even need book publishers to sell a book; instead the creator can now sell a digital pdf to their fans. And listening to Michael Masnick talk about the success of NIN in comparison to Scott Kurtz talking about the success of artists like Skottie Young selling his own art book to the general public via PayPal through his blog there again seems to be new tech trend based on the old “radio model”(Webcomics Weekly 2011, and Young 2011). Of course, there is always new technology that can lead to direct sales, but we have to realize connecting with fans through giving away free stuff has been around a lot longer than the internet. Thus, I concur and contend the “free model” still holds marketable as long as you develop a niche fan base, connect with the fan base, then offer content they will enjoy.

The model I propose from this case study…

1. Develop a market (Free Content with established and emerging technologies)
2. Connect with that Market (Using established and emerging communication and data collection technologies)
3. Offer products, Services, and Content they will enjoy (Paid Content on established and emerging technologies)


Berklee Case Book

Kurtz, S, Straub, K, Kellett, D and Guigar B (2008) How to Make Webcomics. Image Comics.

Pereira, K. (2009. May 26) The Loop. Retrieved from:

Young S. (2011 ) THE ADVENTURES OF BERNARD: Digital Book

Webcomics Weekly (2011) Webcomics Weekly #77 - Skottie Young Retrieved from

Sunday, March 6, 2011

Connect with Fans

I feel dirty becuase this is from another blog, but it is a note worthy case study for how the concept "Connect with the Fans" (CWF) relates to free that leads to money for the music industry.

Note for the non-music people...
I'm not a music maker. I know I'm all about making money the right way by developing art products (i.e. comics, toys, and video games) I want to make, but music isn't really something I would try to make money at because I never really pursued it. However, replace "music" with your "art" and it opens a lot of doors to different types of entertainment business discourse. Of course, not all models work for your art, but there are some universals such as "find an audience" and "connect with them".

Hey, and don't be shy to comment.