CUL001 Zakelijke Gids 2020 EN Digi2 1 1

Entrepreneurship
route
Increase
your chances
in 8 steps
Business guide for
artists and creatives
culturE+Entrepreneurship
LISTEN to The E
route ondernemerschap
podcast This is Welcome r
How I Will re- Ready to get started?
Besides making the most beautiful and best work

In
main an artist y
you have to offer, you also take care of your company.
Entrepreneurship is all about the willingness to act and
learn: trying, taking risks and being persistent while trying
for more stories in

again. By taking you on the Entrepreneurship route in
8 steps, Culture+Entrepreneurship helps you find your
direction in your work. In this guide we support you in
by enterprising
articulating your artistic goals and how to communicate
them to the public.
We offer lots of inspiration, tips and stories from artists,
artists an actor, a musician, an architect and a documentary

maker. These are all eye-openers that show you how your
B
artistic qualities can be used really well in your develop-
ment as an entrepreneur. a
And: this is a booklet, but know that you can also obtain
personal advice from Culture+Entrepreneurship. There
cultuur+ondernemen
is always the opportunity to sit down with us and talk.
Cultuur-ondernemen.nl/podcast Enjoy reading!

www.cultuur-ondernemen.nl
Cultuur+Ondernemen c
Cultuur+Ondernemen is hét kenniscentrum
2 Entrepreneurship route
voor ondernemerschap in de cultuursector 3
4 5
Statement 1
You can’t be a successful
entrepreneur unless you naturally
have a business instinct.
Artist and
entrepreneur
What chance of success
does that really have?
Being talented is not enough, entrepreneur-
ship should be in your genes. Is it right to
get nervous about this? Let’s start unravel-
ling the stubborn myth that artists cannot When it comes to business defined as think, dare, do. So
be entrepreneurs. Let’s take 3 statements instinct, there is a belief that you it is more about actually doing
and argue whether they are true or false. must have it from birth. But as with than it is about being able to do
spatial awareness, ball handling it. The question isn’t: are you an
and good memory, it is actually entrepreneur, but: how entrepre-
more like a skill. And you can work neurial are you? Entrepreneurship
on it. Of course, certain people are is the ability to turn your ideas
better at certain things than others. into actions. You need skills for it,
But that doesn’t mean that what and skills can be developed. This
you weren’t given at birth can booklet will give you all the tools
never be improved. you need to actively start working
Entrepreneurship is sometimes on it.
6 Entrepreneurship Route 7
Statement 2 Statement 3
If artists do not mirror themselves An entire business plan? Don’t be
to entrepreneurs, they might as silly. The best ideas fit on the back
well give up. of a beer mat...
Getting started as a creative entrepre-

neur is mostly a story of combativeness.
Culture+Entrepreneurship is happy to
support you in this and has great tools
to strengthen your entrepreneurial
attitude. From career boost sessions to
inspirational meetings. And from online
tools to personal advice from experts
and cultural entrepreneurs.
The more compact the answer to

the question ‘what problem am
I solving?’, the better. If you can how that works in Chapter 2 of this
You should never forget that ness become a lot more resilient. answer your why-question and guide. Whether you then present
your artistic creation is the most For all kinds of entrepreneurs, it summarise your value proposi- your business plan as a bulky
important thing; becoming the is important to get a good insight tion and target audience on a book, a sheet of paper or on the
best at what you do. If you feel into their own way of working. single sheet of paper, this not only back of a beer mat, is your own
that you are on the right track This way, you come to realise all sharpens your thinking, it is also choice and depends on your goals.
with your art, then you can also the things that are involved in convincing! How you apply stories to market
show that to other people. the development of your artistic Before you pour your idea for a yourself and your future company
Those who simultaneously come career. Growing your name and product or service into a business is a matter of storytelling. Find out
to know more about the business fame is certainly no guarantee plan and create a financial plan to more about the usefulness of the
side of their creative artistic busi- with that, but at least you are boot, it is wise to develop a stable why-question and storytelling in
much better prepared! business model. You can find out Chapter 1.
8 Entrepreneurship route Entrepreneurship Route 9

STEP 1 Develop your
professional identity
‘In spaces, So you’re done with your artistic education. What
I immediately see now? Where are your opportunities and what are
movements and shapes. you good at? Everything starts with a clear story
All I have to do is look, about you and your work that is to-the-point and
and all sorts of ideas convincing to others. Whether you sell your
arise in my head’ autonomous work, reel in an assignment or initi-

ate your own project: make sure you are able to
Visual artist tell people who you are and what drives you.
Tijs Rooijakkers Perhaps you recognise the search an experience expert who has
for knowing what you do, why you mastered several art disciplines
Read the interview do it and what for. Then this chap- and was able to turn these into
with Tijs On page 26 ter offers you tools to get started her own trademark in a beautiful
on developing your professional way. With the help of entrepre-
identity. We want to introduce you neur consultant Martijn Driessen,
to Simon Sinek (Golden Circle) we delve deeper into what entre-
and Chris Guillebeau (The $100 preneurship is and what you
Start-up). Rajae el Mouhandiz is need for it.
Write it down
We start with an exercise that ty’), and perhaps also why (‘we It is about fulfilling your internal READING TIP
The Seven Pillars of
makes you think about what want to make your life better’). potential. That you tell the world Storytelling is a free e-book
makes you special. Writer Simon Sinek became what you have to offer with a story
Ask yourself these questions and famous with his TED Talk about ‘from the heart’.
write down the first answer that leadership, in which he challenged ALSO WATCH
comes to mind. entrepreneurs to turn this around. Storytelling Rajae El Mouhandiz vlogging
He believes that the success of Rajae El Mouhandiz is a musician,
Rajae el Mouhandiz reveals her best and
Why computer company Apple can be singer, producer, and theatre and worst artistic decisions on page 74
Why is my work important? How explained by the fact that they filmmaker. She advises starting
does it benefit others? What gre- start with the why-question (‘we entrepreneurs to make use of
ater whole does it contribute to? challenge the established order’), storytelling. You have something
What does it lead to? What does then explain how they do it (‘in to offer the world, she says. For- Success factors
it do to me when I am working? an innovative way’), and finally mulate what this is and what you Martijn Driessen conducted
Who does it benefit? explaining that they do that by stand for in a powerful way in the extensive research into the
making computers, among other form of a story. Because stories personality traits of entrepreneurs
How things. are an ideal way to make contact and the entrepreneurship test of
How do I approach my work? with your audience. Touch people, the Chamber of Commerce (in
How do I distinguish myself from Golden Circle seduce them, give them meaning, Dutch: Kamer van Koophandel)
others through this approach? Sinek calls this the Golden Circle. and build a relationship of trust is based on his research. He also
Why you do it, how you do it and and a we-feeling. developed the Creative Scan, a
What what you do. If you neglect the Besides your artistic work, version especially for the creative
What do I call what I do? What why-question, then true success according to El Mouhandiz, three sector. He discovered that you
name does my product or service will never come. According to this more components make up your can become proficient in some
have? What do I sell? What do theory, your future customers will right to exist. Having your own aspects of entrepreneurship
people get? mainly be inspired by your why. signature and developing your and developed a test to obtain
Your why is your inner fire, your dri- self-learning ability, with the im- a better view of this. It is mainly
Start with why ving force as an artist, the reason portant condition that your work important to know your weaknes-
Most companies think in the you get up every morning. Design a is an asset to the sector. ses, he says. So that you can work
wrong direction. They tell their flashy logo, think of a catchy name, on them and improve them. Take
customers what they do (‘we sell and you’re good to go. Of course, a look at the six success factors
computers’), then how they do it the outside is important, but on the following page:
(‘with great service and warran- what really matters is the inside.

Entrepreneurship Your calling
better understand the wishes and As a creative entrepreneur, you more about it in his book The
This is what you need desires of customers and what’s want to grow in your own entre- $100 Start-Up.
going on around you. preneurship while also staying in
touch with your qualities, passion
1. Creativity 4. Result orientation and drive. Your natural talents
Entrepeneurship starts with crea- During the starting phase of your are self-evident to you and come
tivity as well. Your artistic product business, it is important to have a easy for you. Passions give you
is leading, but it also requires crea- clear goal in mind. Determine what energy.
tivity to develope your idea in such results you want to achieve and how Drives are about what actually
a way that it leads to a wonderful you will act to achieve them. Ask motivates you. For instance, are
company. For example, use your yourself how many works you want you interested in autonomy and
creative thinking skills to promote to sell, or what you want as turnover. individual freedom, or are you
your idea or to acquire it. Then your You set achievable goals and ad- more concerned with earning
story will become captivating for just your decisions accordingly. money and recognition? As an ar-
the ones around you and customers tist, your work is often your true
will more likely to appreciate it. 5. Risk appetite calling. This means it involves
Entrepreneurs are not afraid to enormous motivation and will-
2. Perseverance take risks. When launching an power. It is important to look for
Entrepreneurs learn by trial idea or product or conducting a where your passion overlaps with
and error and are not easily commercial conversation, you a need from society or from a
discouraged. You need to ask a can get negative feedback. This group of people or organizations.
lot of yourself, be focused, and is difficult when it is about work At the intersection of your talents,
in order to learn new things, you that you created. Learn to deal Adding value passion and the needs of the world,
need to persevere without being with that insecurity. According to writer Chris your calling is found.
discouraged. Guillebeau, starting your own
6. Financial insight business based on your passion
3. Persuasiveness A clear overview of your finances starts with finding something you
It is important to present your helps you determine how much are passionate about, and which
products and ideas in such a way you need to invest (and borrow) in others have enough of a need for LISTEN TO
that you generate enthusiasm and order to grow. Work from a finan- that they are willing to pay for it. The first episode of This is how I will
create confidence. cial plan, learn about what certain The key is to find something that remain an artist (In Dutch: Hoe ik kunste-
naar blijf). The podcast is on Spotify and
Follow your own artistic course things cost in your specific sector, makes your heart beat faster whi- available on our website: cultuur-onderne-
while also priming your feelers to and keep VAT and taxes in mind. le also helping out others. Read men.nl/podcast

STEP 2 Build a
stable foundation
‘People’s search
inspires me. The This chapter introduces you to a systematic
search for whether way to design a business model. This gives
they are doing the you guidance and is also able to move with
right thing, how they your career and your own attitude and views.
want to shape their From there, we let you think about the value
lives, how to your work can add for others.
be happy’
The business model is the product, service or solution. We
Actor description of the way in which

you find financing and earn money
recommend that you develop your
business model, with the help of
Michaël Bloos with artistic work. In it, you explain

how your work creates value:
Alexander Osterwalder’s Business
Model Canvas.
why customers will be willing to
Read the interview pay your price for your creative
with Michaël on page 34
Those who work with the canvas Innovative values in addition to creating art and Filling out the blocks
truly create a good foundation for Based on your personal business developing recognition in the art Osterwalder’s canvas consists
their business. Moreover, it helps model, it becomes clear that money world, also have meaning outside of nine building blocks that help
you find a business model that not will need to come in eventually. that. For people who have to deal you describe your company. The
only includes money, but also fun But not just money. Entrepeneur- with inequality or injustice, for model is applied worldwide
and satisfaction. ship can also create the sense of the future of their own children or in all sorts of organisations.
self-expression. What may also those of others. In order to make There is also a personal version,
Supplementing an artistic job with hold value for you - so what you the world greener, more liveable Business Model You, in which
a non-artistic job? That is a very place in the field of income - is: or beautiful, and therefore slightly you not only include the ‘hard’
personal choice, and certainly being part of a group or move- better. Sharing, exchanging and facts of your business, but also
worth considering. Later, we will ment, being able to work flexibly, solving things without money is non-quantifiable costs and inco-
have Joost Heinsius talk about the living consciously, receiving at- in an artist’s DNA. And with the me. Think of things like stress and
tension between artistic, social tention or experiencing creative emergence of a new economic self-expression. We zoom in on
and economic values. He is an stimulation. Consciously look at model, these social and ecologi- the latter version here, so that you
advisor and researcher in the how you can also ensure added cal values will only become can apply it both on yourself and
art and culture sector. value with your work in these more important. Money is not on your business. By answering
forms. On the topic of sustaina- the only means of exchange here. a few questions for each block,
bility, this can even be embedded Time, energy or care can also be you shape your business and it
VIEWING TIP in your business and transaction earned, redeemed or mutually becomes clear what you need
In this vlog, actress and
model. exchanged. Think about this to invest time in to have it grow.
theater maker Mira van
der Lubbe explains how when designing your product You will also see that it is best
she uses the canvas in her Sustainable values or service. to engage in entrepreneurship
company: cultuur-onderne-
You start your business for finan- with something that resonates
men.nl/bmc
cial gain, but you do want to make your passion, gives you personal
a profit in a healthy way. More satisfaction and helps others
and more artists want to make at the same time. We will show
a sustainable contribution and, the model in its entirely on the
following pages. You can find the
questions based on which you
can fill out the blocks starting on
page 20.
Key partners Key activities Value provided Customer relationships Klantgroepen
Key resources Customer relationships
Costs Revenue and benefits

what you give what you get
Source > www.businessmodelyou.com

Key partners – Who is • What are you good at and what Channels – How they know Costs – What are
helping your business do you need help with? you and how you deliver you giving
model work • What makes you enthusiastic? • Through what channels will you • What are the main costs within
• List all the people you gather • What is your personality like? be in contact with your custo- your business model?
around you and whom you mers and fans? • What are your most expensive
possibly outsource work to or Value provided – What • How does your business sell to activities?
work together to supplement are you helping with customers? • What aspects give you stress?
your qualities. • What value do you add with • What channels work best?
• How do they help you? your work? Revenue and benefits
• How can your business be • How does your work relate Customers – Who are – What are you receiving
successful together with them? to a problem someone else you helping • What added value would custo-
experiences? • Do you focus on a specific group mers be willing to pay for?
Key activities – Any • How do you want your work of customers with your work? • What are the current customers
activity you business is to be meaningful? • What customer groups would you paying (for)?
engaged in like to deliver to and what action • What does the business model
• What will be the main activities Customer relationships – do you need to take for that? of your business look like?
of your business in order to add How the interaction is • For whom can your business • What gives you energy?
value for customers? taking place create the most value?
• Describe your artistic work in • If you focus on a specific group
an activity or product. What do of customers, such as culturally
you do? interested men with an interest
• How do you make your work visible in street art in the Rotterdam Another tool to help you get your It’s important to realise
plans on paper is our online business
to potentially interested parties? region, then what relationship all fields are interrelated.
plan tool: cultuur-ondernemen.nl/
• How can you continue to inte- should you build with them? ondernemingsplan When something changes
rest them or persuade them to • How sustainable is the way in in one of them, another
purchase your work? which you maintain contact fields might change, or
with them? even the whole canvas will.
Key resources – The most • Do you want to develop a fan For example, when you
important assets making base with which you communi- start another key activity,
the business work cate in a personal way? it may involve a different
• What are your supplies to carry customer group, a diffe-
out your work? Think of tools, rent channel and possibly
computers, instruments or a different benefits.
studio.
22 Entrepreneurship route 23
Outside the art sector Flexible offer It starts with you Across the border
Joost Heinsius notes that you can As a creative entrepreneur, you What fascinates you, what the- The new experiences you gain in
express your artistic fascination in can be active in various fields and mes appeal to you, who are your different sectors and with new
all sorts of places and go to work utilise your qualities in multiple examples? When you ask around customers can lead to a desire
with others. Within companies, sectors. Think of consultancy, and search the Internet, you will to take your business abroad.
in the city or neighbourhood, in training or teaching. Wherever quickly find where these topics When it comes to international
schools, or in nature. Sometimes imagination, asking new or come up and where these people entrepreneurship, make sure you
you can do this next to your ‘regu- different questions, thinking out- gather. There are places in every think about these things: Why do
lar’ job as an artist, such as when side the box, new ideas, slowing city where there are discussi- you want to cross the border?
you are commissioned to create down or accelerating, and other ons and meetings about your What is the artistic challenge?
an art piece for a festival. You can interventions can be of value. fascination. Check out hotbeds Do you want to confront your
show your work in a place that is Engaging in ancillary activities, or <hyperlink: https://english.rvo. work with other cultures? Do you
less obvious - such as creating a whether they have to do with your nl/impact-hub>Impact Hubs</ want to work with dancers, actors
play about farm life for agricul- main artistic activity or not, can hyperlink> or places like Pakhuis and musicians from a specific
tural organisations. Sometimes, be of great support to you. You de Zwijger in Amsterdam, where country? Does it appear liberating
working outside the art sector can attach different price tags to various themes like food, smart for your own way of working? Or
can inspire you to create new different forms of supply, and that city, new media, diversity and do you just want to export your
work of your own. There are also allows you to have multiple custo- much more are dealt with. Or a own work?
financial reasons to permanent mer groups become acquainted place near you where people join Find a clear answer to the
use your artistry outside the art with your work in different ways. forces. why-question before you start.
sector itself. You can reach new Because even more than with
customers and access other working in your own country, an
sources of funding. international breakthrough must
be granted; by programmers
Further reading on Joost and his and agents who appreciate your
vision: Values of Culture work and know where it may fit.
Networking, basically. But more
about that in step 5. Find out
more about the legal form of your
company starting at page 29.

Visual artist Tijs Rooijakkers
always thinks big
But sometimes trips over his own ambitions
Tijs Rooijakkers (1975) has sell. But that’s not my strength at

been drawing his entire life. all. I developed a large concept
He had to repeat a year at and sent that plan to my contacts
pretty much every school he at the Van Abbemuseum. That
went to. Since 2004, he has ultimately resulted in my work
been focusing on installati- Supertoll.’
on art, or as he describes it:
stationery movements. Worst artistic decision
‘Coming up with a far too ambi-
Best artistic decision tious plan: a concrete boat for the
‘That I kept thinking big even Bosch Parade. I worked hard for
in times of crisis. When the weeks, and the construction still
economic crisis came in 2011, my wasn’t good enough at the first
first reaction was: oh, now I need launch. I had to sweat day and
to start making small things to night for another week on a raft
underneath. The idea was cool,
but the execution was hell. But
Biography in figures my perseverance did show them
6
From the age of 17, Tijs spent years I had character. And they asked
in the army, including in former Yugo- me back.’
slavia. He estimates that he has already
2,800
created about drawings. His
studio is100 square metres in size.
3
This year Tijs has exhibitions, 4
2
assignments and self-initiated
projects. In addition, he wants to
get residency as an artist in Norway.
STEP 3 Choose your own
form of enterprise
‘Helping others How will you shape your business, what legal
is not a problem, form will you choose? This has consequences
but think clearly for liability, the type of tax you pay, any dis-
about where your counts and how you can arrange the finan-
limits are, what you cing. Let’s go over these topics one by one.
can offer the other
party, and vice versa’
Composer
Kate Moore The concepts of freelancer and To the tax authority (in Dutch:
self-employed entrepreneur Belastingdienst), freelancers and
Read the interview are often used interchangeably self-employed entrepreneurs are
with Kate on page34 when it comes to small entre- two different things. Those who
preneurs. Just like freelancers, do a job here and there, and are
self-employed entrepreneurs also in paid employment, are defi-
generally do not employ staff, are nitely freelancers.
specialists in their profession, and
offer their knowledge and expe-
rience in the form of a service.
Taking care of every- personal liability insurance does sound like a bad thing? It isn’t, ployed entrepreneur, you receive
thing yourself not apply in a work situation! Also because you pay less taxes, and gross payment and need to set asi-
In paid employment, you have a think about risks like losing your that is beneficial! If you do very de an amount for the income tax. If
fixed salary from which wage tax income with sickness or occupati- few freelance jobs, you usually do the tax authority considers you an
is withheld and there is an authori- onal disability. The lack of pension not have a VAT number and are entrepreneur for the purposes of
ty relationship between employee accrual or costs with fire, theft, not registered with the Chamber income tax, you can claim various
and employer. You are insured damage and accidents. of Commerce. If you regularly do business compensations. If so, you
for sickness and unemployment freelance assignments, it is advisa- are eligible for tax benefits such as
and you accrue a pension. As a Combining permanent ble to register with the Chamber the self-employment deduction,
self-employed entrepreneur, you employment and of Commerce. On 1 January 2020 the started deduction and the SME
have to take care of everything freelance the revised VAT scheme for small deduction.
yourself. You need to think about Are you thinking about combining business (in Dutch: kleine-onder-
insurances and pension, getting both worlds? In 2017, the Central nemersregeling or KOR) came into VAT
assignments, negotiating the Bureau for Statistics indicated effect. But more about that later. Until January 2020, almost every
price, sending invoices to your that over half of all self-employed entrepreneur automatically recei-
clients, keeping records and entrepreneurs had an income in Tax benefits ved a VAT number after registering
paying taxes. addition to their own business. In order to be considered an with the Chamber of Commerce.
Should you end up really liking the entrepreneur by the tax authori- This meant that you were liable
Dealing with risks part-time entrepreneurship, you ty, you need to maintain proper for turnover tax (value added tax
As a self-employed entrepreneur, can always choose to turn your administration and meet a number (VAT), in Dutch: omzetbelasting)
you always need to weigh the back on permanent employment of requirements. Such as the hour on your products or services and
risks you can and want to run later. If you combine the two, you criterion*, running risk, and the you could also reclaim them on
and the costs of various insuran- receive a fixed salary, enjoy the independence and continuity the costs incurred. If the small
ces. Look at the possibilities of a security that comes with a per- of your business. business scheme (KOR) applied
bread fund (in Dutch: broodfonds) manent contract, while still being to you, you could use the (full or
in which you share the coverage able to take freelance jobs and The number of clients also matters. partial) VAT exemption if you had
of your occupational disability risk send clients invoices for those. The tax authority wants you to aim to pay less than € 1,883 in VAT
with colleagues. For example, a You state the income from those for at least three clients, whereby per year to the tax authority.
professional liability insurance is a invoices as ‘income from other the turnover is preferably The small business scheme, in this
true must if you work outside the activities’ to the tax authority distributed evenly. As a self-em- form, has been abolished as of Ja-
door a lot. This is due to potential when you are filing your annual nuary 2020. You can now choose
claims of third parties regarding tax return. The costs you incur for * To meet the hour criterion, you need to work in to be completely exempt from the
your professional practice for more than 1,225 hours
liability in your professional your business are deducted from annually and spend more time on your business than
VAT obligation. This is possible if
practice. Be aware that your your profit. Less profit; does that on other work. Such as when you also work in perma- your taxed turnover (turnover on
nent employment.

which you would otherwise char- making up the profit and loss with your finances. If you fully with your income tax returns. The
ge VAT) is less than € 20,000 per account, and the Chamber of outsource your administration investment is a possession, which
year. You commit for three years. Commerce uses two of those. It to an accountant, you remain will be included on the balance
If your taxed turnover exceeds this contains a large number of items passive and it may be costly. sheet, and will decrease in mar-
during the calendar year, you will based on which the operating ket value year by year.
again fall under the VAT regime. result is calculated. In addition, * If you use the new KOR, you claim VAT on all the
based on the figures from the pro- expenses and all income is without VAT. Sole proprietorship
The new KOR saves a lot of fit and loss account, the financial Most starting entrepreneurs and
administration and is suitable situation of your business can be Professional expenses self-employed entrepreneurs
for you if you have little (taxed) calculated. In particular, drawing and investments begin as a sole proprietorship.
turnover, if most of your turnover up a balance sheet is quite com- Self-employed entrepreneurs You are the sole owner of such
comes from untaxed services plicated. Consider whether you and freelancers can (partially) a business. Multiple people can
(think of teaching), or if you were want to outsource this. deduct business expenses. Think work within it, however. Are you
always using the old regulation. of telephone costs, office costs, starting alone but expect to hire
If your taxable income fluctuates The law on tax and representation costs to staff later? Then a sole proprie-
around € 20,000 or if you invest administration appear professional. If you make torship is still a great choice.
a lot in your company, it is more As a self-employed entrepreneur, an investment, which are things There are no founding require-
convenient to calculate VAT. you need to maintain your admi- that cost more than € 450, then ments for a sole proprietorship
nistration and keep any records you need to write these off over a and it does not require a deed to
Profit and loss state- for seven years. You can create number of years, usually five. The be drawn up by the notary. You
ment and balance sheet your own excel sheets to record depreciation costs are business simply register your business with
Drawing up a profit and loss your sales and purchases. Create expenses, which are reflected the Chamber of Commerce and
statement (P&L) and a balance columns with and without* VAT, on the profit and loss account begin your activities.
sheet are part of the annual IB as this is convenient for your tax
declaration for entrepreneurs. returns. Number your purchase Example: a camera
As part of your annual account, invoices and receipts and put In accounting depreciation, an asset is expen-
you make up a balance sheet at those numbers in the .xls, so that sed over a specific amount of time, based on the
the end of the year, which has you can easily look them up. technical lifespan. Let’s say you can use a € 6,000
your possessions such as money, Accounting programmes such as camera for 5 years. After that time, the camera is
goods or debtors on one side. SnelStart, Gravita, Rompslomp worth only € 1,500. This means that each year,
Your debts and your own equity of e-Boekhouden can help give you deduct: (€ 6,000 - € 1,500) : 5 = € 900.
are on the credit side. The law you more feeling for the matter
prescribes various models for and let you actively engage

Liability entire debt. In a partnership, all Compensation scheme
Legal forms without legal partners are equally responsible For performing artists who
personality also include the VOF for the debt, but this is very rare choose not to work as an inde-
(limited partnership) and the in the culture sector. Artists often pendent entrepreneur, a small
partnership. Legal forms with choose a legal entity (a founda- compensation scheme (kvr) can
legal personality include the tion or association) if they want be the answer. After you perform,
foundation, the association and to apply for subsidy or work with a gage with a maximum of € 163
the private company and public sponsor money. A fund requires can be paid as gross income with
limited company (BV and NV). this for the subsidy of a project. the help of the kvr. If you make
The main difference between To request an individual subsidy, more than € 163, you can receive
these legal forms is in the liability. you do not need a legal entity. a net fee as part of your wages.
The BV and NV can independent- With a foundation, there must be A fictional employment, basically.
ly have debts and possessions a board that is formally responsi- The advantage is that you have
and enter into obligations. The ble. A good board is very valuable little administration to deal with.
business itself can become the and can act as a sounding board The disadvantage is that you pay The Trade Register of the Chamber of
owner of the exposition room and and mirror. With small founda- premiums (for wages) for unem- Commerce
the company goods, for instance. tions, the artists do most of the ployment benefits and sickness
At Culture+Entrepreneurship, we
Not you as an entrepreneur. With work in practice and the board benefits, but are not always able create an annual Income Tax Manual,
a growing and very profitable is ‘at a distance’. Make clear to make use of those because especially for artists and creatives
company, there comes a point at agreements about this. In the you did not work enough. Fill out
Apps like TimeSheet or Keeping to re-
which it becomes attractive to Governance Code Cultuur, there the wage statement, indicate the gister your hours or keep your agenda
switch from a sole proprietorship are lots of useful tips for how to amount with your income tax with. If you can demonstrate that you
work on or within your own business
to a BV, but this will not apply to do that. Many subsidy providers returns. Incurred costs have to be
for at least 1,225 hours a year through
you in the beginning. also require you to meet the recorded in the debit side of the your time tracking administration, this
guidelines of this Code. profit & loss account. gives you tax benefits.
Subsidy and
sponsor money Did you know that a legal person
If you collaborate with other is not an actual person, but an
self-employed entrepreneurs, organisation that operates as a
you can choose a VOF. This me- legal unit (legal entity)? This
ans you are liable for each other entity has its own rights and
and a creditor can appeal to any obligations.
partner (also privately) for the

For actor Michaël Bloos, not every
business decision is about money
Better yet: the film he considers his best business
decision did not make him a single penny
Even so, actor and creator

Michaël Bloos (1988) does Biography in figures
not shy away from collabora- 3
ichaël has played in films and
ting with commercial parties. approximately 30 theatre shows. With
He managed to successfully Stichting Nieuwe Helden from Lucas De
combine an assignment from Man, he spent a year at the Rabobank.
the Rabobank. 2
For the coming years he will produce
and direct his Universe of Madness
(in Dutch: Universum van de Waanzin,
which he will make with more than
20 artists. Een Dag in het Jaar has
6
appeared in countries and has won
Best business decision 3 international film awards.
‘Creating a feature film with
colleague friends. We could
either get money first, which
would take long and result in
certain restrictions, or just get Worst business decision
started right away. With little ‘That same film. After all, we
resources and a fixed structure, didn’t make a single penny off it,
working on the film just one day haha! For me, business decisions
a month, he still made it. That film, are not necessarily about making
Een Dag in het Jaar, generated a as much money as possible, but
lot of other work, and creating it about building sustainable rela-
initiated a deeper artistic process tionships that ultimately get you
that is still developing today.’ more work.’
Composer Kate Moore is
not afraid of rejection
She talks about what criticism does to her and
why you shouldn’t be too generous as an artist
The Australian-Dutch Worst artistic decision
composer Kate Moore (1979) ‘Taking criticism too personally.
has been making music for When someone tells you that
as long as she can remember. you aren’t good enough, that
She considers her work to be doesn’t mean it’s true. Of course,
amongst new music and won I had to learn that in such a case,
the most important composi- perseverance is the best answer.
tion prize with her composi- Criticism is fantastic, and you
tion The Dam last year. can learn a lot from it, but you
shouldn’t be discouraged by it.’
Best artistic decision
‘Not letting rejection get me
down. I’ve signed up for lots and
lots of summer schools, resi- Biography in Figures
dences and festivals, and didn’t Kate has been writing music ever
always get through the selection. 6
since she was years old. She has
So what? That just means I didn’t been working from the Netherlands
belong there. All the places I since 2002. She collects remarkable
eventually did get into gave me percussion and wind instruments such
so much, such as contact with as the Irish ocarina, which she is shown
like-minded people and working with in the picture. In2017 , she won
outside my comfort zone.’ the most important Dutch composition
prize: the Matthijs Vermeulen Award.
In the season ’18-’19 she performed 4
times as an artist in residence in the
Muziekgebouw aan het IJ.
STEP 4 Make sure Experiences on your site
Does your website offer an over-
view of recent work, or do you
See and be seen
Ernst van Dijk, former advertising
man and trainer connected to Culture+
you are seen turn it into something personal?

You can use it to give the public
a look at what you can make
Entrepreneurship, provides four tips.
• Create a newsletter, with the program-
me MailChimp, for instance. Keep peo-
and do. And your experiences ple up to date of what you are doing.
You can disregard all corporate rules and give can also have a place here. By • Visit openings, fairs and symposiums.
reflecting on what you have Find places where you dream of sho-
into your studio right after the gym in your done and what role you played wing your work.
in what project. You can also • Use your artistic qualities to promote
workout clothes every day. But you can also allow others to respond to what yourself in a special way and have your
you have done via your website. work catch the attention of curators
make use of your creativity and brighten the The opinions of others regarding and journalists. Or invest money to-
your work and approach can gether with others in professionals who
world with your appearance. Make sure you be very valuable in some cases. take care of your PR.
You can recognise patterns in all • Turn networking into an art. Even at
stand out and are seen. Talk about your plans experiences, based on which you birthdays of your in-laws or at the su-
can set goals for the future. permarket, and especially in the world
to everyone offline, and also show where you that is not the art world.
Your business on social
can be found online. media
Promoting your work on social Wolven, advises you to think
For your own promotion, first a fixed timeframe of, for instance, media is one of the best ways carefully about the goals you
think about how you can give two hours per week in which you to increase brand awareness. want to achieve through your
the outside world a chance to work on how you are seen by In addition, a business page on social media. More known, an
become acquainted with you the outside world. By posting a Instagram, Facebook or LinkedIn increase in sales of your work or
and your work. Give yourself photo album of your new project offers more business benefits recruit participants for an event?
a bit more time to set up your on Facebook, or showing the than a personal page. You can Put the audience first when
website, an online portfolio preparations of your exhibition advertise on it, provide more choosing which social media
and your LinkedIn profile. with some Instagram stories. information, get useful statistics channels you use. And don’t
Once everything is in order, it Distinguish yourself in the online and the number of fans is un- forget in everything you do that
won’t require that much work channels you use. Find out which limited. Zoé Déjean, PR advisor you do it from a business point
anymore. Think of implementing can be the most efficient for you. at communication agency De of view.

likely to ask you to join a project
Targeted action Tips for even more or assignment. It will strengthen
Instagram is one of the top social on your social media account, visibility on Instagram both your entrepreneurial and
media channels for companies the chance that you will remain Using a location tag increases the legal position.
with a visual brand experience in the picture with existing and chance of being seen by more people 4. Join a membership platform if
like your own. The number of new followers is even greater. by 79 percent. Attribution notifications you want to make independent
users is growing strongly and the have an increased reach of 56 percent. work. Dutch artists and content
platform has 50 percent more Know your fans And by using hashtags you increase the creators can check out Petje.af.
interaction than on Facebook. The point is to know what chance of more likes and reactions by On an international level check
Research shows that 60 percent interests your target group 13 percent. out Bandcamp and Patreon.
of all Instagram users discover and what motivates them to Here you can let fans subscribe
new products via Instagram. Zoé take action. Because how do you as a member to get exclusive
recommends experimenting to make sure people stop scrolling work and a creative look behind
reach the right target group. In through their timeline and start 7 tips from entrepre- the scenes.
the Netherlands alone, there are reading your message? With a neur coach Miranda 5. This blog by Eline Levering,
5.6 million Instagram users. Half company page you can measure Apeldoorn from Zinvol Kunst in de Kijker, reccomends
of them are interested in art and what works and what doesn’t. 1. Make a short and powerful on how to sell more work.
culture. This way you can also What posts do they like, save or version of your story, which 6. Did you know many online vi-
test on Facebook, which is still gain new followers? What do they you can use as an elevator deos are viewed without sound?
the social media platform with respond to? And which messages pitch. If your work was no longer That is why it is wise
the most reach. LinkedIn puts make people click through to there, what would be lost? Think to subtitle them.
the focus on business networ- your profile or website? If you carefully about how individuals 7. Visit events inside and outside
king. experiment with that, you will and the world in general benefit the culture sector. Offline, but
Everything stands or falls on get a better understanding of the from your work. Think about also online. For example, join
your their ability to attract a needs of your audience. This way your value. a like-minded Facebook com-
group of involved fans. They are you strengthen the relationship 2. Make sure your website is up munity and let members know
your best advertisement. Show with your fans and they will to date and your homepage you’re open to collaboration.
that you see them, talk to them, report positively about you. This immediately points out what you PODCAST TIP
be curious about their opinion increases your reach again. Peop- can do for people and how. For In the third episode of This
and reward them. Give away a le rely more on recommendations example, where they can buy is how I will remain an artist
(In Dutch: Hoe ik kunste-
valuable prize that matches your from people they trust than on your work. naar blijf) you learn to
target group. A tour, a unique advertising. Social media allows 3. Become an actively participating effectively share your story
version of your product or a you to take advantage of this. member of an industry organi- with the rest of the world.
Check it out on Spotify and
voucher for example. As long as sation or an artists’ collective. If cultuur-ondernemen.nl/
good content can be found daily people know you, they are more podcast

Architect Mathis J. Bout does
not believe in pigeonholing
and doesn’t go to work without a cooperation
agreement anymore
Mathis J. Bout (1980)

graduated from the architec- Biography in Figures
ture faculty in Delft. As a new Mathis graduated from the architecture
urban architect, he does faculty in Delft in 2010, specialising in
more than just designing environmental design. He started his
buildings. ‘This age full of agency URBMATH in that same year,
complex questions requires a 8
which is now almost years old. He
multidisciplinary approach.’ has worked on over 50 projects. His
first project took1½ year and was the
redevelopment of a monumental canal
house in Leeuwarden.
Best artistic decision Worst artistic decision

‘In order to choose a crossover ‘Entering into a partnership without
from the very beginning and not first expressing and recording our
limit myself to the strict discipline expectations. I thought: it’ll be fine,
of architecture. The time is ripe for we work well together, but that
that approach. We live in a world wasn’t the case. There were too
full of complex questions, which many assumptions. Ultimately,
you cannot tackle within one the relationship ended badly. Now
discipline. That is why with my I put all expectations on paper in
agency, I also offer customers advance, so that we no longer
things like communication, have to think about that in the
strategy and positioning.’ creative process.’
STep 5 Get in contact
with customers
During your studies, you have already built
‘I have an enormous up a network and gained experience. How
urge for originality. do you maintain these contacts and how do
In fact, I am unable to you come into contact with potential custo-
do the same work twice’ mers so that you can make them aware of
your added value? We help you get started
Visual Artist on your acquisition in a relaxed way.
Tijs Rooijakkers
Where is your audience, who in your work, where they are, and
Read the interview are your customers? The most what they do. Artist Reinier Bosch
with Tijs on page 26 important thing is: how do you helps you with his networking tips
come into contact with them? in this chapter and also vlogged
How do you approach that? about it for us. Illustrator and
These questions may be easier designer Saskia Schreven also
to answer for a designer than for provides networking advice and
a photographer or visual artist. tips in order to better determine
Whatever your art discipline is, expectations.
find out who may be interested
Your market – focused on organisations exploring the possibility of col-
laboration by offering your pro- Adjustment and
fessional knowledge, experience refinement
Companies: such as Neighbourhoods: Municipalities,
SMES and stores housing corporations, real estate and expertise. This doesn’t mean You need good timing to introdu-
you need to tell a story about ce your own story in a conversa-
Cultural sector: such
yourself immediately; first, you tion at the right moment. This is
as festivals and theatres
ask questions and listen. Truly something you need to practise.
Health care: such as hos- Education: such as primary make contact. Saskia Schreven Ideally, you will have different
pitals and care centers and secondary schools
recommends networking as if stories in your head that you can
you were going to a bar: ‘Just tell about yourself, depending
like at the bar, with a networ- on the context. You can come
Your market – focused on target groups king meeting, sometimes you into contact with customers
will meet like-minded people, of your product via your social
and sometimes you won’t. You media channels, word-of-mouth
Art Highly educated Colleague
connoisseurs people creators are more likely to find common advertising, your website or a
ground with like-minded people. pitch. Put yourself in the position
Children If I truly have something to offer of the client and the companies
someone, I propose having ano- you want to reach with your work,
City folk People with disabilities 50+ ther beer or coffee at another and adjust your story accordingly.
time to see how we can help By telling it over and over and
each other.’ gauging the listener’s reaction,
you can refine it over time.
Your network
Your network is the collection of own network know people that
links that potentially plays a role are on this path of links. This way,
in reaching a certain target group. you make use of warm contacts Tip Saskia Schreven about telling anecdotes
You have heard of the six degrees to approach cold contacts. And ‘When I first call or have a coffee with a potential customer, this saves me a
of separation: this means you are you also fulfil this role for others, lot of energy. It allows me to better respond to how the contact is (e.g. formal
linked to every other human on so everyone is helping each or informal) and probe what the expectations are (including how many hours
earth through just five links. Rea- other out! I expect to work on the assignment). On the other hand, the customer knows
lise that opportunities this offers! who they are talking to, and that builds trust. Being myself works best for me
Think about who your ultimate Acquisition is about making and I love telling anecdotes. Anecdotes about my work are plentiful, and I
client would be and via whom you contact with the purpose of both incorporate my qualities in them!’
could reach them. People in your parties gaining from it. Actively

Dealing with rejections Reinier Bosch studied as a TIP Reinier always walks around if they are not in control of the bud-
Think about what your specific designer and artist at the with a number of ideas. He waits get, you won’t get anywhere. In a
value is to the people you have in Design Academy in Eindhoven. for the right moment to discuss company, the director is authorised
front of you. And formulate it in a He has a design studio and works them. This way, an assignment is to make decisions. Ask yourself the
way that will tempt the client. Why on domestic and foreign projects. more than just being commissioned question: who decides where the
are you talking to them and why His work is found in art galleries to create something; he can also money goes?
are they talking to you? If you are and can also be seen in public create space for an idea that has TIP Acquisition is about making
rejected, it may be that they do not spaces. How did he ensure that been in his head for a long time. friends. Reinier considers the
like your proposal or are looking clients were able to find him This changes the assignment and owners of his four galleries as
for a better fit. Rejections can for this? surprises the client. And he tries to friends that he wants to give
affect your self-confidence and convince the client to join him in attention. You stay in regular con-
be a source of negative feelings. his ambition to create something tact with the people you know to
Check out Reinier Bosch’ vlog
But also realise that it can be the about acquisition and maintaining big. This only succeeds with the maintain and expand your network.
context that causes the rejection. your network: ones who actually believe their Whenever he visits a different city,
www.cultuur-ondernemen.nl/reinier idea is going to be realised. Reinier makes a list of people he
Goodwill factor TIP Reinier creates a two-year plan wants to talk to and have a cup of
It seems like it requires a lot of Also listen to the second episode of his pod- for himself to achieve his goals. coffee with. And if he wants to talk
cast This is how I will remain an artist (In
effort, but it is mostly a matter He thinks of many projects, and to someone he doesn’t know yet, he
Dutch: Hoe ik kunstenaar blijf). He explains
of practising and training your- how to become successful while continue narrows them down by testing for finds the person in his network that
self to always have a positive dreaming at the same time. Check out feasibility and chance of success. He knows them, so that he can make
Spotify and cultuur-ondernemen.nl/podcast
attitude when you communicate. prefers working on multiple projects the connection.
Try not to be defensive when at once. When something does not ASSIGNMENT Make a list of three
you receive negative feedback, initially work, he keeps trying along a old contacts you really need to talk
and steer clear of fight or flight different path, with different people. to again, three lukewarm contacts
emotions. Even when you don’t into play and customers are TIP In order to realise large pro- that deserve immediate attention
feel good about a situation, you more likely to purchase from you jects, you need supporters and and three people you don’t know
can still make an effort to remain than someone else. Also remem- decision-makers. The supporters yet, but definitely want to get to
neutral. Because in addition to ber that you are not dependent are people who believe in your know. Approach people positively
the quality of what you create, on that one potential customer. project within the organisation and based on their expertise, and
the personal side is very impor- Don’t try to force a collaboration and create support, and the they will often be open to thinking
tant. With positive communicati- is there is no real click. Save decision-makers are the ones in with you about your plans. And
on, you will always receive better yourself unnecessary frustration control of the budget and making maybe they have relevant referen-
reactions. And if you click, then from having to deliver work that decisions about it. For instance, a ces for you or can introduce you
the goodwill factor will come you do not support. mayor can be very enthusiastic, but to someone?

STEP 6 Negotiate
like a boss
You can work on projects as assignments, or
‘It is important to work on your oeuvre as an autonomously wor-
be patient. It is so king artist. It is a period that puts you under
easy to simply say: considerable pressure. Before your artistic
oh, that’s never efforts are converted into a financial reward,
going to work’ there is often a lot of negotiation to be done
with clients. There needs to be a quotation, the
Documentary maker
work needs to be properly described, and there
Anke Teunissen
are a few more things to look out for.
Read the interview
with Anke on page 58 Pay cash and up front, please. it does provide enormous
Unfortunately, reality is often exposure. Be smart about this.
different. You cannot run the risk If there is little budget, think what
of investing a lot of time in an as- else a client can do for you. Do
signment that is not in proportion you want positive recommenda-
to the fee, if there is nothing else tions on your social media? Or
in return. An assignment can yield that the client introduces you
a lot of money in relatively little somewhere or invites you to
time or nothing financially, while an opening?
Sometimes you will get a request, Making choices The quotation
but it appears there is no budget. The relationship between time, Clients can ask you to first put on
Someone asks you to do some- money and quality is sensitive. A paper what you have to offer, think
thing in exchange for mentioning job that needs to be performed of an approach and link a price
your name ‘because it is good Determining your price quickly cannot be purchased at a to that. Make sure your quotation
for your publicity and brand How do you learn to ask for a sui- low price and still be good. It’s all contains all elements in order to
awareness’. table fee? If you are a performing about realising as an entrepreneur convince your clients. The client
We advise you never to do any- artist, then it depends on how that is good enough with a lower often indicates what they find im-
thing for free. If you do it anyway, well-known you are and where limit that you determine yourself portant, so write them down in the
make sure that it is clear and make you perform. For work with an and is related to the assignment. exact same words and copy them
agreements about this on paper. orchestra or theatre company, you You can make certain choices in into your quotation. Make clear
can check the CLA that applies for that. If you want to take more time, what you are going to deliver, split
Feeling it out first that sector. If you create visual art, are not limited to a deadline and the work and put separate prices
Hooray, a job with a budget! Should accurately estimate the material can work on multiple projects at on each component or come up
you have to immediately ask how costs and think about the number once, then you may be willing to with a project price. Preferably also
big the budget is? It is a known psy- of hours it will cost you. Don’t for- work for a lower price. You cannot mention a validity period for your
chological phenomenon that shows get to include your travel expenses run the risk of investing a lot of offer and indicate when you expect
it is smarter to propose the opening and investigate some similar artists time in an assignment that is not an answer at the latest.
bid yourself in a negotiation. It and other creatives in order to proportional to the fee you receive
seems so logical to ask the client determine your price. How much for it, unless there is something
first, but an unconscious thinking do you want to be left with per else to be gained. Sometimes an
error will focus too much attention hour? Are you asking a price for a assignment can earn you a lot
on the first amount mentioned. You product or for the entire process? of money in relatively little time,
tend to concentrate on the menti- and sometimes an assignment
oned price, which may cause you The free guidance (in Dutch: handreiding kunste- provides little financial benefit, but
to adjust the price you already had naarshonorarium is widely supported by foundations does create enormous exposure.
and presentation institutions such as museums. Use
in your head. It is better to feel out the calculation model for your price agreements Deal with this in a smart way; if
the negotiation without immediately surrounding exhibitions. the budget is small, think about
talking in concrete terms. Try to get what else a client can mean for
Read the Fair Practice Code an initiative to enable
valuable information from the client, ‘healthy wages’ for creative professionals. you. Do you want positive reviews
such as the work schedule they on your social media? Or do you
consider ‘normal’ from experiences The invoices you send out need to contain your name, want the client to introduce a warm
address and city, your VAT number and logical invoi-
with previously outsourced jobs. ce numbers. See what requirements the tax authority relationship to you and invite them
sets for this here. to your opening?
Written Copyright Model agreements
General Terms and Conditions are person. This shows involvement, What you have created may not Check whether your new work
the foundation of every company. avoids misunderstandings and be used or abused by others. situation corresponds to one of
You can specify under what con- gives you something to fall back Copyright is intended to protect the model agreements of the tax
ditions your product or service is on if there are any problems. In you as the creator of a work. authority. They encourage using
delivered. Things like the payment case of disagreement, think about Image right is the same thing as them and have published various
terms of your invoices, liability, whether and what you want to copyright. There are different or- versions online, in order to make
delivery. Make sure your General do with that party in the future. ganisations you can join, such as it easier to distinguish between
Terms and Conditions can be Check the conflict management Buma Stemra and PictoRight. Joi- an employment relationship and
found on your website and refer schedule and see what options ning means you will be paid upon entrepreneurship. If you work un-
to them in your quotation. you have. use and that you are protected der a model agreement approved
Oral agreements are also valid, in case of abuse. Another way to by the tax authority, then it is
but difficult to prove in case of a Check out the National General Terms protect your work is via Creative clear that the work is considered
and Conditions for Art Commissi-
conflict. Therefore, always record ons (In Dutch: Landelijke Algemene
Commons. You do not receive a an assignment and not work in
agreements with clients in writing Voorwaarden Kunstopdrachten) on reimbursement for this, but you paid employment. This also means
and teach yourself to briefly our website. This publication contains can establish that your name will the client is certain that they do not
sample contracts with general terms
summarise your business conver- and conditions that you can use when
be mentioned with use. need to withhold and pay wage tax.
sations and e-mail them to that accepting art assignments. You can use such a model agree-
An art object can, certainly when ment for each assignment, but it is
it comes to the design of a user not legally required. You can also
object/product, fall under certain send the client invoices without
regulations: copyright, design one, if they do not object to that.
Negotiation: right, patent law or sometimes The tax authority has the ap-
compromise even trademark law. Especially proved model agreements on their
if the chance of reproduction is website. More and more model
great or if there are major finan- agreements are also being added
Adjusting: going Collaboration: cial interests on the line, a design for architects, individual artists,
Other people’s interest
along, covering up confronting

or brand filing or – depending DJs, quest choreographers, guest
on the circumstances – even a directors, ballet masters, arts and
patent can be considered. These culture education, and for various
Avoiding: Forcing: fight, push rights offer more legal certainty, jobs in the film sector.
evade through, force
but also more functional certainty
than copyright.
My interest
Documentary maker Anke Theunissen
shares a studio with other creatives
and explains why creating lots of commercial
work is not always the right business decision
Documentary maker Anke

Teunissen (1975) is known Biography in Figures
for her photo project In 2006, Anke photographed 26
Nestblijvers. She loves adults who still live in their parental
telling stories in different home for Nestblijvers. One of her latest
ways. For instance, for her works is De stoel van de laatste jaren
latest project, she is using (2017), a three-part VR documentary
virtual reality. 3
about elderly people in the winter
of their lives, which she created with
Jessie van Vreden. It has been shown
at festivals in more than 20 countries
and has won three film awards.
Best business decision Worst business decision

‘Soon after my graduation, I ‘After Nestblijvers, I was offered
looked for a good studio and many commercial jobs. And
rented it with seven creatives in ten years ago, you would get
the Amsterdam Houthavens. It ridiculous daily rates for that. It
is great to have your own place was attractive to make money
that isn’t home, and the fact that easily. I did that a lot back then,
I share it is great for my network. until it made me very unhappy. It
This means I am not working was so stupid and flat that I had
individually and separately.’ completely lost sight of what I
really liked.’
STEP 7 Find financing
for your plan
‘What I do comes Finding financing for your plans can be com-
from researching plex, but not impossible.. Do not limit yourself
myself, but I also to one source of financing, but research all the
look at data, possibilities that may fit with your idea, pro-
I’m a real geek’ ject or plan. In this chapter, we go over those

different financing options: we show you the
money.
Artist As an entrepreneur, it is wise not and disadvantages of each form
Rajae El Mouhandiz to be dependent on one source of

income. There is a large variety of
of financing, and how do you
know whether you are eligible
sources of money, like crowdfun- for a loan or subsidy, for example.
Read the interview ding, foundations, patronage or The Cultural Financing Guide (In
with Rajae on page 70 loans. How do you know which Dutch: Culturele Financieringswij-
funding sources are right for your zer can help you with this.
plan? What are the advantages
More about the How does the CFW Find financing: this is The most common
Culturele Financie- work? how you proceed financing sources
ringswijzer (CFW): The CFW is a source of informa- 1. own direct income: such as
The CFW helps you to find finan- tion about forms of financing. For Breaking down projects from the sale of your work
cing for your project, product or example, you want to finance a If you have major plans with a lon- 2. sponsoring: contribution to
company: project or invest in the start or ger duration, it may be wise to split your project from companies
• You will gain insight into which growth of your company. You want the project into phases, each with These can also be contri-
financing options exist for your to purchase materials, equipment a head and a tail. It may be easier butions in kind, which are
financing needs. or an instrument or furnish or re- to find funding for a subproject or contributions that cause you
• You can be inspired by current novate a studio or workshop. With pilot, because a financer may be to need to incur less costs.
examples of fellow artists and a number of specific questions, we interested in the results of your Companies often do this for
creatives. help you investigate which funding research. And with success, you the sake of brand awareness
• You will learn about informal in- source best suits your situation can more on to the next phase. or from image considerations
vesting and crowdfunding, with and needs. 3. patronage: donations from
references to other platforms. Differentiate between private individuals who want
In addition, you can learn more costs to support your project
about all kinds of topics related You can include overhead costs 4. private and public funds
to the financing of your project, related to your project on your 5. subsidies from governments:
product or company and you can project budget. Such as costs this can be the municipality,
find tools on the site with which you incur for administration or but there are also provincial
you can calculate your financing telephone costs. And, perhaps it is and national schemes that
needs or with which you can, for unnecessary, but still good to men- may be relevant to you
example, identify your stakehol- tion: never forget your own fee.
ders. Inspiring examples of other Example: applying
artists, creatives or organizations with a foundation
that have successfully funded Applying with a foundation is
their project or cultural enterprise often a good time to draw up a
will also help you put together the ‘mother’ document for your plan.
most suitable financing mix. The main focus is developing
your case for support (a ‘basic
story’): an appealing, convincing,
stimulating and clear story about
who you are, what you want to
achieve, for whom and why.

A good case for support makes Did you know there are more and Example: way with cultural loans.
it a lot easier to obtain financing. more companies that donate from the crowdfunding Note: borrowing costs money
It serves as a basis for other perspective of social involvement? Crowdfunding is not a source of that must be repaid on top of the
applications as well. Also try to They sometimes establish foundations financing, but a method for raising loan amount. Sometimes your
draw up a page with the key in- such as the Rabobank Foundation, money. It allows you to scan the project involves high risks. It can
formation. You can use it to send Delta Lloyd Foundation and the ING market and build a fan base. succeed, but it can also fail.
to any interested parties as a first Nederland Fonds. Read more about crowdfunding
presentation, for instance. at voordekunst and Culturele Example:
TIP Clearly include sponsoring in kind Financieringswijzer Business angels
How a financier will assess in your budget by capitalising the con- If you want to start a completely
your plan is important. Use the tribution. After all, this is also income, Example: new project with an uncertain
research options via the internet with the side note that it is paid in kind. culture loan outcome, then consider a
to find out more about him or her. It is possible that you want to business angel or a business
What other projects have been TIP With most foundations, you can invest in the growth of your partner that (co-) invests with
funded in the past? You may only submit an application as a legal company, while you are quite risk capital. Because they also
even see which budgets were entity. If you have a foundation, applying confident that the investment can bear the risk, they want to share
involved. This can help with a for ANBI status is recommended. With pay for itself. Perhaps you only in the proceeds and sometimes
more targeted application to the recognition as cultural ANBI, donors need money temporarily to bridge gain a share in your company.
the right financier. can deduct their donation from their a period of no income. If you have Realize that well in advance and
tax. sufficient own resources, you can also consider what your ‘braking
pre-finance it yourself. Otherwi- distance’ is in case your plan does
TIP Read the Fund Book (In Dutch: het se, borrowing may be an option. not go quite as expected.
Fondsenboek). An annual publication With friends, family and fans (also
containing all funds in the Netherlands. called fools) in your own warm
The larger, well-known, public funds circle, at a bank, or with a culture
and the unknown, private funds, which loan. Via Culture+Entrepeneur-
have a specific objective. ship you can apply for a culture
loan at a low interest rate from
the Fonds Cultuur+Financiering.
This fund helps creatives, artists
and cultural organizations on their

TIP bUILD RELATIONS
This chapter appears to be about
finding financing. However, our
Digital revenue models
Digital revenue models are also emer-
ging in the culture sector. Want to know
STEP 8 More focus,
motto is: fundraising has nothing
to do with making money, and
everything to do with building
which ones are there and how they can
work for you? Find out more on
cultuur-ondernemen.nl/digitaleverdien-
less stress
relationships. It is important to modellen.
have a network. And it doesn’t Once you enthusiastically get started, you
come overnight, it costs time. It
is usually pointless to immedi- sometimes need to force yourself to clear
ately come up with a sponsor TIP Start small
proposal or a request for money. Remember that every small donor your head. Enlist help and find like-minded
Warm contact and a goodwill can grow to become a major giver
factor need to be able to develop and that patronage can occur in people in your network. Stroll around town
first. You need to get to know many forms. For instance, you can
someone, build a relationship, and build a circle of friends which you for an afternoon, go on a nice hike through
find out what their interests are. ask to support your work with a
Find out who can help you with voluntary donation amount. Build nature, and watch your head fill up with new
that. And whether people in your your network carefully, inform
network may be able to help you everyone well and be transparent ideas. Or maybe not, but at least the chance
access potential financers. In the in how you spend the resources.
fifth step we already discussed This creates trust. There are also of a burnout is a lot smaller.
this in detail. platforms, such as Patreon, whe-
re fans of creatives give a monthly
contribution in exchange for the We throw so many names or orga- and to determine what to do going
occasional work or a look behind nisations and institutions at you in forward. Contact with others
The fourth and last episode the scenes. this guide in order to help you find can also help you stay motivated
of This is how I will remain the right people to think along with and stretch your own limits. Find
an artist (In Dutch: Hoe ik
kunstenaar blijf) is about you. When you are so busy that discussion partners inside and
how to find money for you are burdening yourself too outside your own circle or use a
your story. Listen to the much, it may help you to talk to conversation with a consultant at
podcast here Spotify or
here cultuur-ondernemen. someone that looks at your work Culture+Entrepreneurship to give
nl/podcast in a structured way, whom you can yourself and your career a boost.
discuss your work in progress with,

Dealing with insecurity Outsourcing
No matter how independent you Outsourcing your financial admi- Organising your week Let it flow
are, you can sometimes doubt nistration can give you peace of Create a weekly schedule and If you tell others what you are
your own abilities. And it seems mind. Not everyone likes taking stick to your planning. Include working on, there are moments
as if it is easier for others. As care of that, and once you start everything you need to do, think when your eyes start to shine.
soon as you talk about this with worrying about your shoe box about how much time each Subconsciously, you already
colleagues, it turns out that they full of receipts at night, it’s time activity will take, and create a know what suits you. It is often
often have the same doubts. Also to enlist help. And we already schedule from it. Then work as said that ‘creativity must flow’.
remember that this insecurity is mentioned plenty of other ex- structured and closely to your It is also unavoidable that you
a feeling you will never truly get pertise you can hire. You can get schedule as possible. This will face obstacles now and then.
rid of. After all, every new project advice about PR and marketing, cause you to work in a more At such times, it is important to
presents itself with unknown ele- you can have someone install the orderly fashion, which gives you figure out what you need. Do you
ments. And then again in the art latest software on your laptop, more peace of mind. There is a need more sleep? Cook yourself
sector, where there are no strict and as an artist, photographer lot that requires your attention, a healthy meal? Do you want to
rules. That is challenging, but also or illustrator, you can look for an but be careful not to be dis- immerse yourself in the work of
exciting. Creativity on order is a agency that can represent your tracted from what you intended other creatives?
contradiction; unfortunately the- work. to do. Limit the distractions Stay friendly to yourself. Don’t
se are really hard deadlines that to a minimum or use apps like start talking to yourself with
you have to deal with. Every new Forest, Stay on task (Android) counterproductive, demotivating
opportunity is also a way to fail. or Be Focused (iOS) for it, and thoughts. But train your voice to
It is at such times that it is impor- set a limit for yourself in terms speak to yourself in a way that
tant to take a step back and look of certain apps. With Flipd you makes you happy to be able to do
at your work from a distance. Try can even fully lock your phone! what you are good at, and slowly
to keep thinking freely. but surely become even better at
it! For now, we wish you the best
of luck.
Artist Rajae El Mouhandiz left the
conservatory and chose her own path
And explains why it is valuable to sometimes leave
the Netherlands for that
Rajae El Mouhandiz (1979) Best artistic decision

calls herself a fluid artist, ‘Quitting the conservatory when
‘because of my story and I was twenty - where I was
the way I work’. Her mother studying horn - and choosing
is Algerian, her father my own story. Despite receiving
Moroccan, she was born in angry messages, I was able to
Morocco, grew up in burn my bridges and go abroad
Amsterdam, and now lives to improve my skillset there.
in Rotterdam. I learned things there that I
couldn’t learn in the Netherlands.
Within a year, I was recording in
London, and another year later, in
New York.’
Biography in figures Worst artistic decision

Rajae was awarded an Ariane de ‘Letting others steer me too much
Rothschild Fellowship in 2015. She and take over my vision. I learned
1 3
has documentary, (music) theater that I need to stick close to my
2 1
performances, albums, EP and 1 own plans, and when I bring in
single to her name. In 2019 the exhi- external experts, such as for a
bition Modest Fashion opened, which show, meeting in the middle is the
Rajae conceived and curated. She is absolute limit. It is important to
currently working on a new theater protect your artistic vision.’
research and her Ellae Foundation, in
which she combats gender inequality
in the art and culture sector.
USEFUL ADDRESSES Insurance
www.broodfonds.nl
Joining a bread fund in 4 steps
www.pictoright.nl
Help for photographers and illustrators
You can find a convenient download of Entrepreneurship route in pdf at www.boknet.nl/schadeverzekeringen to collect fees for used work
cultuur-ondernemen.nl/product/zakelijkegids. Insurance for artists www.clinic.nl
You can also subscribe to the Culture+Entrepreneurship newsletter www.mkb.nl Free legal advice, supported by law firm
cultuur-ondernemen.nl/nieuwsbrief SME industry organisation Clinic
www.stew.nl
Follow us on Advice and training for entrepreneurs The Bigger picture
and small businesses www.kunsten92.nl
www.higherlevel.nl Active interest group of the
Platform for starting, innovative cultural sector
entrepreneurs www.cultureelpersbureau.nl
www.allarts.nl About developments in the
Tax consultants for the arts sector culture sector
www.ondernemersplein.nl www.metropolism.com
Government information for 2-monthly magazine Metropolis M
Entrepreneurship Financing starting entrepreneurs about the (international) art discourse
www.beroepkunstenaar.nl www.culturelefinancieringswijzer.nl www.trendbeheer.com
Information and tips about the The Cultural Finance Guide will help legal Contemporary visual arts highlighted
professional practice you find financing for your plans step www.kunstenbond.nl www.platformbk.nl
www.belastingdienst.nl by step. Lawyers who help you with advice, Researches the role of art in society and
Leuker kunnen ze het niet maken vermogensfondsen.startpagina.nl mediation or defense takes action for a better art policy
www.sprout.nl The most important foundations listed www.auteursrecht.nl
For starting entrepreneurs www.allarts.nl General site about copyright with links
www.zzp-nederland.nl Tax advisors for the arts sector www.governancecodecultuur.nl
Advocacy organisation for self- Governance Code Cultuur plus toolkit
employed entrepreneurs Abroad www.creativecommons.nl
www.de-eigen-zaak.nl www.dutchculture.nl Flexibly dealing with copyright
Advice store for (full-time and Centre for international cooperation www.notaris.nl
part-time) entrepreneurs www.rvo.nl About things you take care of
www.kvk.nl About entrepreneurship in your own with the notary
Chamber of Commerce country and abroad
72 Route ondernemerschap Route ondernemerschap 73

Inspiration
www.culturele-vacatures.nl info.bikopleiding.nl Free consult
for inspiration
(Part-time) jobs, internships and Information about the study
apprenticeships in the cultural sector Professional Artist in Class
www.dutchheights.nl cultuurmarketing.nl
and tailor-
Platform for art and culture awards Inspirational community for professi-
in the Netherlands onals with the goal of having a wide
www.tedx.com audience experience art and culture
Interesting speakers - also internatio- mestmag.nl
made advice
nally - who point out new trends Platform and magazine with special and
www.frankwatching.com innovative art and culture from Brabant
Marketing, communication, social and far beyond
media and tech kunsten92.nl
www.theaterkrant.nl Active interest group of the cultural
Theatre platform with reviews of sectors with members from theatres,
shows and a theatre job bank orchestras, theatre and dancing compa- Our consultants are specialists
www.cultureelpersbureau.nl nies and many more sectors
About developments in the cultural artstation.com in entrepreneurial issues
sector Online art communities with portfolio
options and a search function by subject in the culture sector.
Request an orientating interview on

cultuur-ondernemen.nl/orientatiesprek
You can find more interesting

links online at
cultuur-ondernemen.nl/links CULTURe+Entrepeneurship

CONTACT COLOphON
Cultuur+Ondernemen This guide is a publication of Culture+Entrepreneurship from May 2018.
Kerkstraat 204 Reprint: May 2020
Postbus 2617
1000 CP Amsterdam Coordination
Culture+Entrepreneurship Krista Heijster
info@cultuur-ondernemen.nl Project Editing Lisa Koetsenruijter, Marienke Tau
020 535 25 00 Edited by Anna Bilker, Erika Happe, Joost Heinsius,
Lisa Koetsenruijter, Alexander Ramselaar,
www.cultuur-ondernemen.nl Renate Timmer, Ben Wiegman
www.culturelefinancieringswijzer.nl Design Nick Liefhebber
www.fondscultuurfinanciering.nl Photography Alwin Slomp
www.governancecodecultuur.nl Reading Committee Karen de Meester, Christianne Rugl, Saskia Schreven
With thanks to Miranda Apeldoorn, Reinier Bosch, Ernst van Dijk,
For personal advice or participation in a work- Mira van der Lubbe, Rajae el Mouhandiz, Maud
shop, you can visit Culture+Entrepreneurship Sauer, Zoé Déjean
in the centre of Amsterdam. We can also have Vlogs My Daily Shot of Culture
orientation meetings by phone or via a video call. Litography and print Grafimedia Amsterdam
Disclaimer
Although the text has been compiled with great care, Culture+Entrepreneurship
cannot accept any liability for any inaccuracies or omissions. © May 2020

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Entrepreneurship

Besides making the most beautiful and best work

for more stories in

We offer lots of inspiration, tips and stories from artists,

artists an actor, a musician, an architect and a documentary

Cultuur-ondernemen.nl/podcast Enjoy reading!

Getting started as a creative entrepre-

The more compact the answer to

8 Entrepreneurship route Entrepreneurship Route 9

arise in my head’ autonomous work, reel in an assignment or initi-

12 Entrepreneurship route Entrepreneurship Route 13

14 Entrepreneurship route Entrepreneurship Route 15

search for whether way to design a business model. This gives

lives, how to your work can add for others.

Actor description of the way in which

Michaël Bloos with artistic work. In it, you explain

Key resources Customer relationships

Costs Revenue and benefits

Source > www.businessmodelyou.com

20 Entrepreneurship route Entrepreneurship Route 21

24 Entrepreneurship route Entrepreneurship Route 25

Tijs Rooijakkers (1975) has sell. But that’s not my strength at

30 Entrepreneurship route Entrepreneurship Route 31

32 Entrepreneurship route Entrepreneurship Route 33

34 Entrepreneurship route Entrepreneurship Route 35

Even so, actor and creator

you are seen turn it into something personal?

40 Entrepreneurship route Entrepreneurship Route 41

42 Entrepreneurship route Entrepreneurship Route 43

Mathis J. Bout (1980)

Best artistic decision Worst artistic decision

‘I have an enormous up a network and gained experience. How

urge for originality. do you maintain these contacts and how do

In fact, I am unable to you come into contact with potential custo-

48 Entrepreneurship route Entrepreneurship Route 49

50 Entrepreneurship route Entrepreneurship Route 51

along, covering up confronting

Documentary maker Anke

Best business decision Worst business decision

from researching plex, but not impossible.. Do not limit yourself

I’m a real geek’ ject or plan. In this chapter, we go over those

Rajae El Mouhandiz to be dependent on one source of

62 Entrepreneurship route Entrepreneurship Route 63

64 Entrepreneurship route Entrepreneurship Route 65

66 Entrepreneurship route Entrepreneurship Route 67

Rajae El Mouhandiz (1979) Best artistic decision

Biography in figures Worst artistic decision

72 Route ondernemerschap Route ondernemerschap 73

Request an orientating interview on

You can find more interesting

74 Route ondernemerschap Route ondernemerschap 75

76 Route ondernemerschap Route ondernemerschap 77

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