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Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or CRESCINE. Neither the European Union nor CRESCINE can be held responsible for them.

Creative Edge:

Strategic Support for

Creative Film Producers

Niall O’Leary, Fiacre Muller, Nic Flanagan

Hincks Centre for Entrepreneurship Excellence,

Munster Technological University

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Introduction

Built on four years of research into what actually works.

Today we'll help you clarify your vision, test your assumptions, and build

the habits that turn strategy into lasting momentum.

Today's Framework is based on Three Evidence-Based Methods:

Strategy Mapping — Visualise your path to success (Agarwal et al., 2023)

Assumption Validation — Test what your project depends on (Camuffo et al., 2019)

Proactive Implementation — Build the habits that keep you moving (Campos et al., 2017)

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Film Planning Framework - https://tinyurl.com/ymu8dtku

Milestone Mapper - https://tinyurl.com/3ekum2pc

Please make a copy of these - do not edit originals.

You can also use pen and paper if you prefer.

Materials

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Film Planning Framework

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The Film Planning Framework is an adaptation of the

Business Model Canvas (Osterwalder, A., & Pigneur, Y. 2010)

The BMC breaks down a business into 9 essential components, outlining how the business creates and delivers value.

We will now do the same for your film projects.

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Benefits of using the Film Planning Framework

Clarity and Focus: It helps you map out the core components of your project in one place, making it easier to understand the big picture.

Easy to Communicate: Since it's a visual tool, you can use it to quickly communicate your ideas to partners, investors, and other stakeholders.

Flexibility: You can update and adjust the model as you receive feedback or as your goals change.

Strategic Thinking: By breaking down the project into smaller elements, it encourages a deeper understanding of how each part interacts and contributes to the whole.

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Here we theorise how the Film Planning Framework might look for the low budget horror “Paranormal Activity”

This example - https://tinyurl.com/3b88nyfw

Template - https://tinyurl.com/ymu8dtku

Take 30 mins to start creating your own - you will present when we return.

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The Strategy Map

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Normal to look at your goals from your current position.

Let’s flip that perspective and work back from your goals – “backcasting”.

Working backwards we will map out your project strategy and create plans for structured investigation around uncertainties in your project.

Strategy Mapping - A new perspective

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Strategy Map Design

Goal/Purpose

Clearly define the desired outcome

or ultimate object.

Milestones

Identify key pre cursor achievement or steps that need to be accomplished to reach the end goal.

Cause-and-Effect Mapping

Connect the milestones in a logical way, illustrating

how each milestone contributes to the overall goal.

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End Goal – Must be specific/measurable

Necessary milestones/

achievements for next step to occur.

Strategy Map Design

Milestone 1

Milestone 2

Milestone 3

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Using the Film Planning Framework as a basis:

Clearly define an end goal / purpose for your project - must be clearly defined.

Identify what needs to occur for that goal / purpose to be realised (milestones).

Map the milestones as causing the goal to be realised.

Then work backwards one more step to map preceding milestones as in the next slide.

Instead of forecasting forward from today - ‘backcast’ from where you want to be.

Canva Template

Milestones

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Milestones

15 Million in box office sales

Funding

Marketable Idea

High End Production

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Milestones

15 Million in box

office sales

Funding

Marketable Idea

High End Production

Gripping Story

Known Cast

Tax Rebates

Co-production

Production Values

Tech Talent

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Assumptions

Think about how each arrow in the last exercise has a cause and effect.

We can call these arrows or links in the diagram Assumptions.

For example our assumptions in this diagram, are that we would need a marketable idea, high-end production and funding to make a movie which could hit our goal of 15 million in box office sales.

15 Million in box office sales

Funding

Marketable Idea

High End Production

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Strategy Maps

From our Film Planning Framework, we should start to see links or, assumptions from each item listed on the various panels.

Now we will create a map which is formed by linking essential assumptions with each other. The idea being to see how they interact with each other and identify which ones are most important to

project success.

Take a look at the follow example based on our Paranormal activity framework from earlier.

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Assumption 1: Low budget can work to the films advantage - capturing found footage trend

Assumption 2: festival buzz could lead to deals and wider audience

Assumption 3: Unknown cast should add to found footage feel - shouldn’t effect festival success.

Assumption 4: Wide audience reach will bring recognition - higher chance of next project

End Goal

Recognition and funds for next project?

Director - first time - one man band - shoots and edits

Cast: Unknown as

ultra low budget

Production Value: Embrace low budget to make it feel real - found footage

Financing: Ultra low budget - $15k

Festivals: Success can be found for small budget horror

Audience -

Wide international appeal - attracted to real feel

Harness buzz created in festivals, word of mouth etc

Distribution deal.

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Goal - project success

Unique Selling Point

(e.g. IP concept)

Scriptwriter

Director

Cast

Sizing

Co production

Production Value

Financing/Sale etc.

Audience

Distribution paths

Festivals

Drivers & barriers of

viewership

Optional Prompts

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Common uncertainty areas

Funding
Talent support - manage variability in performance
Team
Co production
Timelines

Assumption Prioritisation

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Assumption 1: Low budget can work to the films advantage - capturing found footage trend.

End Goal

Recognition and funds for next project?

Director - first time - one man band - shoots and edits

Cast: Unknowns as

ultra low budget

Production Value: Embrace low budget to make it feel real - found footage

Financing: Ultra low budget - $15k

Audience -

Wide international appeal - attracted to real feel

Note how this version is simpler and more focused compared to the first one. The less cluttered verison is simplified as the we focus more on the most essential assumptions.

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Thematically similar projects.
Films from the same cultural context
Same size films – successes and failures.
Possible festival reach of the director / previous experience.
Possible audience reach of the director /producer / previous experience.
Easy-to-access funding available.

Steps to reach the financing plan.
Sellable elements and production value.
All possibilities for funding.
Non-traditional financing the project.
Ambition of the director/producer team.
How would you define success in terms of this project?

Other possible areas

of investigation

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Research/validation planning

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Let’s think about what assumption is the most

Important (the whole project depends on it)?
Uncertain (e.g. 50% sure)?
Easiest to investigate – (could clarify with a few hours work)?

Define a research question that could inform / validate if the

assumption is true or false.

Prepare now (20 minutes) and then present your

Key assumption.
Research question to test assumption.

Review your strategy map

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We will now:

Consider useful research methods.
Pick appropriate method.
Next block - Plan your research.

Research/validation

plan guide

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Research Methods

Research is deliberate collection of information for a purpose.

E.g. Engaging with people / gathering data by performing/creating:

Proof of concept – Test shoot/scene – for creative aspects.
A/B Trials (a form of experiment) - e.g. test the title.
Interviews (structured / unstructured) - talk to experts / stakeholder.
Surveys - e.g. what do audience say they like.
Desk Research - Suitable for assessing funding calls, audience trends, awards to aim for.

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MORE SLIDES on RESEARCH METHODS are provided at end of deck- these are not essential, but provide good hints and tips on conducting good research.

Review

the linked slides on research methods and
your key assumptions.

Identify the most useful method(s) to test your assumptions.

Research Methods

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Having selected the assumptions to test and research methods - now

Provide a timeline for your research (When)
What challenges might you encounter while conducting your research, and how can you overcome them?

How you will interpret the results:

What results would validate your assumption?
What results would contradict your assumption?

30 minutes preparation time.

Plan your Research

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Your Creative Edge

Starts Now

You've mapped your film's strategic blueprint.
You've identified key assumptions to test.
You've planned validation research.

ACTION ITEMS (Next 48 hours):

Share your strategy map with a trusted collaborator.
Conduct one research conversation or desk research task.
Identify your next milestone.

Strategic thinking isn't one-time, it's a continuous practice.

Return to your framework as your project evolves.

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References

1. Agarwal, R., Bacco, F., Camuffo, A., Coali, A., Gambardella, A., Msangi, H., Sonka, S., Temu, A., Waized, B., & Wormald, A. (2023).

Does a Theory-of-value Add Value? Evidence From a Randomized Control Trial With Tanzanian Entrepreneurs. Organization Science 36(2):601-625.

https://doi.org/10.1287/orsc.2023.17590

2 Camuffo, A., Gambardella, A., Messinese, D. , Novelli, E. , Paolucci, E. & Spina, C. (2024). A Scientific Approach to Entrepreneurial Decision Making: Large Scale Replication and Extension. Strategic Management Journal, 45(6), pp. 1209-1237. doi: 10.1002/smj.3580

3 Campos, F., Frese, M., Goldstein, M., Iacovone, L., Johnson, H. C., McKenzie, D., & Mensmann, M. (2017)

Teaching personal initiative beats traditional training in boosting small business in West Africa. Science, 357(6357), 1287–1290

https://doi.org/10.1126/science.aan5329

4 Osterwalder, A., & Pigneur, Y. (2010). Business Model Generation: A Handbook for Visionaries, Game Changers, and Challengers. John Wiley & Sons. https://www.wiley.com/en-us/Business+Model+Generation-p-9780470876411

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More Research Methods

How to Stop Guessing and Start Knowing

Your Research Toolkit

Appendix

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Five Ways to test what you don’t know yet

Test Shoot / Proof of Concept — shoot a scene, record a reading, make a teaser.
Desk Research — funding landscapes, audience trends, comparable films, festival targets.
Interviews — talk to distributors, exhibitors, audiences, collaborators.
Surveys — ask your target audience what they actually watch and why.
A/B Testing — test your title, poster concept, or logline on real people.

More Research Methods

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More Research Methods

Where Film Projects Get Stuck

The five danger zones every producer faces:

Funding — is it realistic?
Timelines — are they achievable?
Technical feasibility — can you actually pull it off?
Talent — will the right people commit?
Audience — will anyone actually watch it?

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More Research Methods

What Makes Research Worth Doing

Cuts through bias — stops you seeing only what you want to see.
Gives you reliable information — so your decisions are grounded in reality.
Saves time and money — the earlier you find a problem, the cheaper it is to fix.

Structure beats instinct. Every time.

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More Research Methods

How to Structure Your Research

Three steps. No shortcuts.

Define your question — what specifically do you need to find out?
Choose a low-bias method — the harder the truth, the more rigorous the method.
Decide what "success" looks like before you start — don't move the goalposts after.

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More Research Methods

Your film is personal. That's your superpower — and your blind spot.

Your identity is tied to the idea, it is hard to hear "no".
Passion drives you forward → but can stop you seeing clearly.
Unchecked belief in your own vision = poor decisions = lower chance of success.
The best filmmakers are brutally honest with themselves. Be one of them.

The Problem With Passion

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More Research Methods

Protecting your vision so hard you stop listening.
Telling yourself "I know how it works" before you've tested anything.
Answering tough questions with "Why not?"
Avoiding hard conversations out of fear.
Shutting down your team's input — their perspective is data too.

Common Mistakes — Don't Do This

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More Research Methods

Posting "Would you watch a movie about X?" to your own Instagram is not research.

Your followers are not your audience — they're your fans.
"Yes, sounds great!" tells you nothing useful.
Closed questions get closed answers.

Real research is uncomfortable. That's how you know it's working.

The Trap of Easy Research

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More Research Methods

Three things worth knowing before you commit:

Feasibility — can you secure the talent, locations, and budget you actually need?
Demand — is there a real audience for this, not just a polite one?
Distinctiveness — does your project stand out enough to cut through?

What Good Research Actually Tests

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More Research Methods

Before you search, define your hypothesis:

What would confirm it?
What would contradict it?
If you can't find the answer at a desk — what's your next move?

A hypothesis you can't test is just a wish.

Desk Research — Do It Right

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More Research Methods

Interviews — structured conversations with experts, distributors, or target audiences.
Surveys — what do viewers say they need, not just what they like.
A/B Testing — pit two versions of a title, tagline, or concept against each other.
Proof of Concept — a teaser, pilot scene, or mailing list sign-up that tests real interest.

Other Methods Worth Using

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More Research Methods

Who?

Industry experts, collaborators, former colleagues, target audience members, ask on LinkedIn, social media, or through your network. Structured interviews beat casual chats every time.

What?

Dig into their needs, frustrations, and desires. Invite criticism — it's cheaper to hear "this doesn't work" now than after the shoot. Ask: "How would you change this to make it more compelling?"

What's your goal?

Define success before you sit down. How will you know this interview moved the needle? What answer would make you rethink your approach?

How many?

Your first 2–3 interviews are practice, don't burn your best contacts on them.
Aim for 15–20 to start.
Stop rule: if three interviews in a row teach you nothing new, you're done.

Interviews — The Four Questions

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More Research Methods

Asking the wrong people the wrong questions leads to the wrong film.

Who you ask matters as much as what you ask.
Always end with: "Is there anything we didn't cover that we should have?"
Validity = does your conclusion actually reflect the real world?

A green light based on bad data is worse than no green light at all.

The Validity Problem

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End of Deck

Funded by the European Union. Views and opinions expressed are however those of the author(s) only and do not necessarily reflect those of the European Union or CRESCINE. Neither the European Union nor CRESCINE can be held responsible for them.