LATIN AMERICAN ART MUSEUM OF AMERSFOORT.

The Gausachs Foundation

fundacion@gausachs.net

THIS PLAN IS UNDERGOING EXTENSIVE CONSTRUCTION

Updated 3rd of May 2008

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Table of Contents

• Cover Page
• Legal Page
• Table of Contents
• 1.0 Executive Summary
  • Highlights
  • 1.1 Objectives
  • 1.2 Mission
  • 1.3 Keys to Success
• 2.0 Organization Summary
  • 2.1 Legal Entity
  • 2.2 Organization History
    • Past Performance
    • Past Performance
  • 2.3 Locations and Facilities
• 3.0 Products and Services
  • 3.1 Art Galleries
  • 3.2 Additional Services
• 4.0 Market Analysis Summary
  • 4.1 Market Segmentation
    • Market Analysis (Pie)
    • Market Analysis
  • 4.2 Service Providers Analysis
• 5.0 Marketing and Fundraising Summary
  • 5.1 Marketing Strategy
    • Funding by Year
  • 5.2 Fundraising Strategy
    • Funding Monthly
    • Funding Forecast
  • 5.3 Strategic Alliances
  • 5.4 Milestones
    • Milestones
    • Milestones
• 6.0 Personnel Plan
  • Personnel
  • 6.1 Organizational Structure
• 7.0 Financial Plan
  • 7.1 Important Assumptions
    • General Assumptions
  • 7.2 Projected Surplus or Deficit
    • Surplus and Deficit
  • 7.3 Projected Cash Flow
    • Cash
    • Cash Flow
  • 7.4 Projected Balance Sheet
    • Balance Sheet
  • 7.5 Business Ratios
    • Ratios
  • 7.6 The Investment Offering
    • Investment Offering
  • 7.7 Use of Funds
    • Use of Funds
• Appendix
  • Personnel
  • General Assumptions
  • Surplus and Deficit
  • Cash Flow
  • Balance Sheet
  • Funding Forecast

The Gausachs Foundation is a non-profit organization registered in the chamber of commerce of Amersfoort with the number KvK358227 since Juli 2006,  The foundation's goal is to promote cultural exchange between Latin America, Spain and the Nederlands, The foundation will provide an unusual and diverse cultural program that will add  diversity and folklore to the uniqueness of Amersfoort's visual arts and cultural heritage.

The Foundation will provide educational activities in unique ways for children and adults of Amersfoort, combining Latin American influences of art with important aspects of Dutch culture, it will participate in all cultural activities of Amersfoort and will support all cultural activities of the region. such as the open atelier every third sunday of each month, Dias Latinos and many others. It will do this in collaboration with other cultural institutions (such as The Mondrian House, The Zonnehof, The Amersfoort Stadmuseum, and the Cervantes Institute of Utrecht). 

We plan to establish our selves near the Mondrian Museum or The Zonnehof, and create a reciprocal synergy of activities with the local museum network, then operating it through creative and educative programs, sales, marketing, product and services.

This plan concentrates on the first 5 years of operations. We are seeking funding, for initial start-up expenses to be used for remodeling, rent and related issues, equipment, and initial cash to handle the first few months of expenses. Our annual revenue will continue with a combination of memberships, admissions to programs, product and services, sales, activities as well as city and state grants.

We have already formed several strategic alliances with various organizations and businesses that made the foundation a success so far and will contribute to our further growth. The Foundation has been programming special events, since its conception in 2006, and has been a success thanks to the collaboration with other cultural institutions, its creative programming and its sense of marketing. Our goals during the first two years have been a success, we accomplished the first five goals of our foreseen plan, our present goal is to complete the remaining five categories during the first year of the start of this Museum.

1. Receive recognition of Gausachs by the Spanish goverment. 3/April/2005 CCDESD
2. Contribute with a collection in one of the mayor museums of Dom. Republic. 30/Aug/2005 Bellapart
3. Recovering the lost works of Gausachs during the war.  Nov/ 2006 Bellapart
4. Re-establish Gausachs as the most important painter of the exile in the caribbean. done 2007 CCCB
5. Create a website. Done 2007
6. Opening The Latin Art Museum in Amersfoort and inaugurate with an exposition. In Progress
7. Inaugurate the anticipated exposition "Rediscovery of gausachs in spain". In Progress
8. Generate and educational outreach program for children and adults.
9. Create a significant cultural exchange between The Nederlands, Latin America and Spain.
10. Raising substantial percentages of revenue from grant sources to develop and maintain membership level.

The products and services provided by the Museum will all complement the main mission of the organization, to provide exchange and a cultural alternative to the Amersfoort Art going experience. The standards of quality of the merchandise and services presented will be based on creativity and imagination, culminating in a unique experience for Museums. The Latin American Art  Museum will be different. Such creative programming as  "Food & art : Cafe Con Arte" combines the intriguing and sometimes provocative aspects of our diversified local culture, supplemented by high quality merchandise that serves as educational souvenirs and reference material.

Our core market for the Museum is the type of person who appreciates general and Latin Arts in particular, and is interested in an alternative to the typical commercial offerings in the art and arts experiences. This core market exists in all the categories of our main markets, as described in detail in the Market Segmentation section, and our target markets are based on the biggest percentages of the pie, but we would like to develop the smaller percentages of the pie also, so we are targeting certain markets to develop that support.

There is no organization in Amersfoort that currently provides the services and emphasis that The LAMA will provide for the Amersfoort region.  The Cervantes institute is mostly a language institute, so the Museum is filling an important gap in alternative and Art programming. Our core audience will be pleased to know that programming will be aimed in their direction, but with a different package. we will have programming such as "Views From the Latin Masters" , "Latin Art and Tango Fridays" and "Cafe con Arte" in our programming line-up for niche markets and outreach for under served audiences, as well as connecting with Dias Latinos with a Salsa and merengue cultural presentation, featuring live entertainment and a lighter fare appealing to a wider audience.

With our singular focus on Latin American Arts, we have a solid direction and will be positioned as the premiere source for Latin American Arts presentation and education in Amersfoort. The Museum will be the main venue for Art appreciation, enrichment, and enjoyment of all the related arts and activities tied to the focu of art. Therefore a marketing focus will be on these benefits of visiting and participating in the Museum. Through our diverse range of programs, a fresh experience for frequent visitors will provide an ongoing development in the appreciation, enjoyment, and education that the Museum offers.

Key areas of our marketing strategy include membership development, development of the Founding Circle, The Museum Newsletter and other direct mailings, telemarketing, on-site marketing of Museum products and services, targeted advertisements, general listings,  the website, radio and Public Service Announcements (PS), flyers, programs, and brochures, the database, and  press contacts.

The Foundation has begun an extensive under served campaign to provide initial start-up costs for the Museum. Each area of need will be strategically matched with a potential sponsor, starting with construction costs and ending with festival grants. The areas of under served include the Start-Up Sponsor Drive, grant development, under served events, hiring under served professionals, and sponsorship agreements, as well as research of other art festival operations.

The Gausachs foundations web site www.gausachs.net will have strategic directional links on all pages to lead to revenue, whether on-line or later on-site, and the two sites will mutually benefit by being linked at many strategic points.

The opening of the Museum will expand the team to include an Operations Manager, and the Director will assume that position as she always has until the need arises to make it a paid position. As always, there will be volunteers in several capacities, and the volunteer Board will play a big part in organizing this area. They each will have a role in managing an area of volunteer duties. As the time comes closer to the Amersfoort 750 year anniversary, the 75 anniversary of the exile and the Dias Latinos the team will be in place, ready for the bigger project, with potential managers in line for paid positions as they are needed. The Board of Trustees (Trustees), also volunteer, will be expanded and developed by the Director and Board to make available expert advise, donations of in-kind and products and services.

The Foundation will not only become a cultural "anchor" for Amersfoort, but for the Netherlands in general since no other institution holds latin art activities of this gender. Besides a presentation space, we will have a "museum" aspect, concentrating specifically on our realm of expertise, complementing the other museums of Amersfoort to form a well rounded cultural network. The Museum will be the home of the collection of many Latin American masters, which will be utilized for exhibition, education, and promotion. An on-line tour of the Museum Archive "The History of Dutch and Latin American Art Illustrated by Souvenir Programs" and the library will form a basis for the general understanding and reference of art history highlights, and will help to define the areas of programming at the Museum and provide an entertaining and fascinating tool for people interested in furthering their knowledge of art history. Original programs from many countries, telling the story of latin American Art and The Golden Age that came after the spanish influence and many more contemporary movements will be utilized for in-house exhibitions.

We have already formed several strategic alliances with various organizations and businesses that will help or have helped to make the Museum a success. The Dominican and Spanish Government as well as embassies of other countries such as Venezuela, Mexico, and Argentina are great collaborators, the City of Amersfoort itself is an important ally, as a supporter of the Museum. Mrs C. De Boer Cultural Advisor for the government has been supportive and helpful in recognizing the value of this important project and has made a generous recommendation of our projects to the Wethouder van Culturele zaken and Mr. Gerard de Kleijn director of museums of Amersfoort as well as other city officials. 

Other professionals "in the field" (not based in the Netherlands, but in other areas of the world in the art industry) will be of tremendous importance for development of sponsorship, programming, and alliances,  for the Museum and the Foundation. For example,  Itziar Munoz, Sub director of the Cervantes institute, will be a consultant in many development and operational areas, including sponsorship and programming. Paula Gomez Director of the Bellapart museum, of International Media Resources, will be consultant in development and liaison in the Caribbean art festival circuit and Mr. Juan Portet of Spain, art historian will conduct numerous activities in the art circuit of spain and Mr. Javier Aiguabella Director of the  Cultural Center of Spain will be our special contact for South America. these are just some of the many names considering the enormous supporters available that have made them self available.

Cultural organizations such as the CCCB of Barcelona, The Puerto Rico Contemporary Art Museum, The French alliance, The National Modern Art Museum of Santo Domingo and others all have participated in collaboration with the Gausachs Foundation.

Schools and universities will be a major part of Museum programming, and the Scholen in the kunst will benefit directly by having a Museum with international exchange possibilities at its border. We plan to unite the schools by preparing programming with the schools in mind.

The Latin American Art Museum'sGausachs second main activitie is to provide a place where children of all ages and abilities are encouraged to develop their full creative potential through the visual and performing arts. We plan to offer a dynamic, unique,and constantly evolving program. Although we will incorporate all of the fine arts into our programs, our focus is on visual art. Most activities will be open-ended and enjoyed on a walk-in basis. The Museum will be staffed by working artists and volunteers, and all structured activities will be led by master artist-teachers. The Latin American Art Museum will offer an latin art experience to children that will increase awareness of the arts, create an audience for the arts, and cannot be duplicated.

Our facility will house several permanent open-art educations, including the Little People Lounge for our youngest visitors, Art Journey for toddlers, Sunflower Studio, Daisy Doodle-Shop, I-MAC Imagination Station, the Sculpture Shop and the Daily Special. In addition to our permanent art programms, we will have a revolving set of expositions.  

We will have three art galleries:the Permanent collection room, which holds the collection of Great Latin American masters;The Temporary Exhibition room, which is dedicated to the presentation of work created by famous (and not so famous) artists from latin america and Spain; the Children Gallery, a gallery show casing the work created by the children who visit The Gausachs Foundation;

Our facility will also house an extensive library that contains high quality books about artists, dancers, musicians, and composers and their lives and work. We will also provide a resource library for adults who are interested in furthering their knowledge of the Latin American Arts. Our Curiosity Shop will sell affordable, high-quality art supplies, and other unique items. (on a non-profit basis)

We will offer special artist-led workshops and performances on a regular basis and the Special guided Latin art activity. In addition, we will host the First sunday of the month Family Workshop, Culture Bugs classes for 18-42 month old children, Art Colony for 4-6 year old children, the Apprentice Workshop for teenagers, the Saturday encounters outreach program, monthly docent visits led by representatives of Amersfoort area galleries and museums, scheduled gallery openings, and seasonal special events.

The Latin American Art Museum plans to locate itself in the Villa Randenbroek near the city center of Amersfoort.

Portal for Latin American Art in The Netherlands

The Latin American Art Museum's mission is to provide a cultural alternative to the Dutch experience, and to celebrate and promote cultural diversity, exchange, integration, and to nurture and promote Latin American Arts. 

Dutch cultural exchange with Latin  American community

Included in the mission will be special consideration for the cultural exchange between dutch artists of The Netherlands, Spain, The Caribbean and Latin America. The temporary exposition room will serve as a base for the promotion of the inclusion of this international elements, with the ultimate display being The Latin American Spanish and Dutch art production. The Foundation will become the base for latin culture and arts appreciation for a wide spectrum of local communities and visitors alike. It will be a place to utilize, enjoy, learn, and discover. It will also be a workplace of inclusion and respect, with a main focus on the development of creativity and ideas.

Educate and motivate youth and adults

The educative mission of the Latin America Art Museum is to encourage children of all ages to develop their full creative potential through the visual and performing arts. The Latin American Art Museum strives, through the fine arts, to create a unique environment in which children and adults of all ages, abilities, and experience can feel free to imagine, create, and welcome the Latin American arts into their lives. The Gausachs Foundation will provide a professional work environment that is challenging, rewarding, creative, and respectful of ideas and individuals.

• Cultivate an latin American identity (brand) in the arts and cultural environment of the Dutch community.
• Provide numerous possibilities and opportunities to precent the works of emerging Dutch and Latin artists with scarce resources to a larger audience.
• Expand the donor/corporate partner base and corporate contributions that add to the financial resources necessary to cary out our programs.
• Provide a resourceful library for our visitors to enrich their knowledge of Dutch and latin artists.
• Support future growth by offering opportunities for youth and adults.

The Gausachs Foundation is a non-for-profit organization, registered with the number KvK358227 in the chamber of commerce of Amersfoort in The Nederlands.

The Gausachs Foundation was founded in Juli 2006 by Linda Grandia And Francisco Gausachs successors of the artist Jose Gausachs and The board of Directors will be made up of several high profile business professors and professionals living in and around the Amersfoort city area. The board holds its meeting every August in Amersfoort.

We have been pointed towards the perfect location with the address Heiligenbergerweg 113 named Villa Randenbroek, our foundation will attract sufficient traffic to ensure its future recognition and evolve in to the Latin American Art Museum Of Amersfoort provide significant social services and become an addition to Amersfoort cultural patrimony.

Description:

Villa Randenbroek:

De wijk Randenbroek is genoemd naar het in oorsprong middeleeuwse huis van die naam, dat lag aan de rand van een moerassig gebied (broek), op één van de zandhoogten aan de voet van de Utrechtse Heuvelrug.

Landgoed Randenbroek

Al in 1249 wordt een Everard van Randenbroek genoemd. Tussen 1605 en 1660 woonden de familie Van Campen hier. Eén van hen was de beroemde architect en schilder Jacob van Campen, die hier in 1657 overleed. In 1646 kwam Jacob van Campen met de eigenaar van de Heiligenberg overeen om de weg naar de ingangspoort van zijn park recht door te trekken naar de Heiligenberg. Zo ontstond de huidige Heiligenbergerweg.

Aan de zuidkant van het park Randenbroek liep Metgensbleek, dat ooit als een bleekveld dienst deed (een veld waar de was te drogen en te bleken werd gelegd). Een andere vestigingsplaats voor blekerijen lag overigens net buiten het park in het noorden: de Kattekampen. Deze gronden vormen nu het gebied tussen de Zwaanstraat, Heiligenbergerweg en Bisschopsweg. Jacob van Campen heeft ook deze Kattekampen in zijn bezit gehad.

Eén van de bekendste latere bewoners was A.M. Tromp van Holst (1880-1903), hij bleef tot zijn dood in 1920 eigenaar. Tromp van Holst was een vooraanstaande Amersfoorter die vele initiatieven voor de stad ontplooide en diverse functies vervulde onder andere als gemeenteraadslid.

Het in oorsprong middeleeuwse huis Randenbroek onderging in de 17de en 19de eeuw ingrijpend wijzigingen. In 1814 maakte tuinarchitect H. van Lunteren twee ontwerpen voor het park in Engelse landschapsstijl, waarvan het minst spectaculaire werd uitgevoerd (zie afbeelding). Kort daarna moet het oude huis zeer ingrijpend zijn verbouwd. Het huis, de daarbij behorende zeventiende en achttiende eeuwse opstallen, zoals een koetshuis, een oranjerie en een duiventil, maar ook het park met zijn hekken staan sinds 1961 op de rijksmonumentenlijst.

Rent	€  € ???? per month (19% VAT of application)
Status	Available
head destination	Villa Randenbroek
line restriction	No
Type construction	Existing construction
construction period	For
Total floor suggesting area	--- m²
Sale floor suggesting area	--- m²
plot surface	--- m²
Number of deepening	2 deepening
Breadth gevel	----- cm
Position	Near town centre rural core, in the forest Randenbroek.
Welstandsklasse	?

The products and services provided by the Foundation will all complement the main mission of the organization, to provide a cultural alternative to the current Amersfoort art experience. The standards of quality of the merchandise and services presented will be based on creativity and imagination, culminating in a unique experience unavailable even in other museum or artistic venues. at the Latin American Art Museum of deepening you will find creative programming and products that combine the intriguing and sometimes provocative aspects of our diversified local culture, supplemented by high quality marketing materials that serve as educational souvenirs and reference material.

Open-Art Stations

The Gausachs Foundation will house nine permanent open-art stations. These stations are the focus of our daily work. Our resident teaching artists will staff the open-art stations and will provide guidance when it is requested. The remainder of their time will be spent demonstrating their skills and maintaining the studio spaces. Each station provides a unique opportunity for the Foundation to further our purposes as an educational and charitable organization. The permanent open-art stations include:

1. Little People Lounge. This is a place where our youngest visitors can freely explore their creativity and curiosity. All activities are open-ended and designed for children who are not yet ready for our open-art tables. The Lounge is stocked with an evolving supply of creative and challenging playthings including wall-mounted mirrors, a revolving display of eye level artwork, sorting boxes with color, shape, and texture cards, simple wooden puzzles, stacking toys, including graduated blocks and collapsible pole stacking rings, woolen and knit balls, and cloth blocks.

2. Art Journey. Art Journey is a studio space that is specifically designed to meet the needs of toddlers. Young children will enjoy working at the Colorful Window (using color form material), sculpting with homemade play-clay using cookie cutters, wooden , rolling pins, and other tools, fingerprinting, stamping, and building with a variety of blocks, including architecture blocks, Kapla blocks, and tree blocks. In addition, there will be a handmade doll-sized treehouse stocked with fairies, trolls, and dolls for creative play.

3. Sunflower Studio. All painting, printing, and similarly messy projects will take place here. The studio will be generously stocked with a multitude of different types of child friendly paints, inks, and dyes as well as a variety of papers, brushes, brayers, and printing mediums.

4. Tropical Flower-Shop. The focus in the Tropical Flower-Shop is on drawing, design, and reproduction. This studio will contain a drawing table as well as two easels. Children can choose from a variety a drawing tools including color pencils, crayons, markers, watercolor pencils, chalk, charcoal pencils, and pastels. Discovery is possible through imitation or free exploration. Many paper textures and incomplete reproductions will be available for use.

5. Sculpture Shop. All sculpture and three-dimensional art activities are held in the Sculpture Shop. Children are free to produce sculpture using the ever-changing materials, including found objects, purchased supplies, and items donated by local artisans.

6. Weaving Loom. The weaving loom is a reproduction of a large Argentina loom. Children can enjoy the rhythmic process of weaving as the Aboriginal Argentina have for generations. The loom is a stationary exhibit and all weaving remains with the loom.

7. I-MAC Imagination Station. Children can explore lines, shapes, form and design using a computer graphics design program. They can also explore the collection of CD-ROMs, featuring the works found in some of the world's finest art galleries and museums.

8. Poppyseed Palace. "Storytime at Poppyseed Palace" takes place twice daily at Poppyseed Palace. Storytime will include the reading of quality children's storybooks and poetry books appropriate and challenging for children of all ages. Some storytime sessions will be augmented by the addition of live music, interactive theatre, and impromptu storytelling. When there is no storytime scheduled, children and their caregivers will be encouraged to choose a book from the children's library and read together or to try their hand at assembling puzzles of famous works of art.

9. Daily Special. This is an open-art station that hosts the special activities of the day, including beadmaking, quilting, or candlemaking, among others. The Daily Special will be a multi-use area and will be framed by a curtain and small puppet theatre. This area will also be used as a venue for presenting performance art and theatre pieces created by the children. The Daily Special is an in-depth, artist led activity that provides balance between a structured and an unstructured creative experience. The children will benefit from exploring the processes of art through the eyes of a professional artist.

In addition to the nine permanent stations, we will have a revolving set of installations, including a Shell Grotto, Spanish Garden Light Design Table, and the City Design Architecture Board. These special exhibits will rotate on a quarterly basis and will be installed after the  Gausachs Foundation's has been in operation for one full year.

Libraries

Our facility will house an extensive non-circulating children's library that will contain high quality books about artists, dancers, musicians, and composers, and their lives and work. Gausachs Foundation's will also provide a resource library for adults who are interested in furthering their knowledge of the arts. The resource library will be a collection of reference books, museum guides, prints, postcard collections, and brochures that will enable the user to learn more about the work of a particular artist, style, or period in art history. 

Outreach Program

Gausachs Foundation's is dedicated to fostering the creative spirits of all children. To this end, we will offer an extensive outreach program, Art Encounters. Gausachs Foundation's will provide programming that meets the needs of schools, community groups, and private organizations. Most programs will run between one and two hours in length, and most will run during regular museum hours, but arrangements will be made to accommodate before and after hours programs. Representative programs include: "Artists Past and Present," "Open-Art Table Extravaganza," "Global Art," and "Girl Scout Badge Work." In addition, Gausachs Foundation's will provide programming for children with special needs that will be developed and executed by a licensed art therapist. All other programs will be developed and executed by resident teaching artists. Gausachs Foundation's expects that Art Encounters will eventually be a substantial part of its programming.

Classes

Gausachs Foundation's will sponsor two classes for young children: Culture Bugs and Art Colony. Participants will have an intensive multi-media arts experience that involves painting, collage, music, and movement. They develop an awareness of their environment through the manipulation of materials, and sensory awareness is expanded through activities that stimulate hearing, sight, and touch. The classes will meet weekly for six week sessions. Classes will be facilitated by a resident teaching artist.  

Gausachs Foundation's will offer a unique program directed toward the interests of young adults between the ages of 13 and 17. We will offer a flexible series of special classes, workshops, and seminars that introduce students to a wide variety of art mediums. Topics include the basics of photography and darkroom, animation, and exploring the art of portraiture. The Apprentice Workshop is held once weekly for three hours. Students can choose to participate on a weekly basis, or cater the program to meet their needs and register for only a portion of the program. All sessions are led by a resident teaching artist. Apprentice Workshop will become a regular part of Gausachs Foundation's's programming after we have been in operation for one full year.

Concert Series

The First Friday Concert Series will begin as a bi-monthly event until Gausachs Foundation's has been in operation for one full year. This programming will then be presented on a monthly basis. The programs will be one hour in length and will feature classical, jazz, and world music, as well as dance, storytelling, and theatre performances presented by Amersfoort-based performers. 

Family Workshops

Gausachs Foundation's will sponsor the Second Sunday Family Workshop that will give all members of families the opportunity to create art together in a positive and fun environment. Our senior staff artists will introduce new and involved art processes for a creative, yet challenging experience.  This workshop will meet in the Daily Special studio. 

art Series

The Saturday Afternoon art Series will emphasize high quality videos appropriate for the viewing of all children. Most arts will be about the lives and work of important artists, composers, musicians, and dancers. Most art viewings will last approximately one hour.  

Additional Programs

After The Gausachs Foundation's has been operating for one full year, we will add additional programming, including quarterly Docent Visits by representatives of different galleries and museums located in the Amersfoort area. Docents will be prepared to answer questions about their collections and special exhibits, as well as help participants navigate the gallery or museum with their children.

Gausachs Foundation's will sponsor quarterly Field Trips to various cultural destinations throughout The Netherlands.

Curiosity Shop

Gausachs Foundation's plans to open a small Curiosity Shop that will sell affordable, quality art supplies, handmade toys, and other unique items. Most items will be made by artists and sold on a consignment basis. 

We have broken up our markets into four divisions to analyze the percentages of types of people who will come to the Museum.

The four divisions are:

1. Geographical 
• Amersfoort Locals  27%
• Utrecht Locals 27%
• Visiting Other Dutch Regions 12%
• Visiting South & Central American, & Caribbean 2% 
• Visiting Europeans 12%
• Visiting Other Areas 10%


2. Race, Religion, and Culture
• Dutch 47%
• Hispanic 27%
• African American 7%
• Other 12%


3. Psychographics (behavioral patterns or "types of people", and people fitting into a certain market groups unrelated to the above categories) 
• Students 18%
• Family and Children 25%
• Corporate Groups 13%
• Art Industry 12%
• Older Generation 15%
• other 27%    


4. Age  
• under 10 5%
• 10-20 10% 
• 21-35 33%
• 35-50 31%
• 50 and over 21%

The foundation will serve three primary groups of customers. As our institution grows, we will begin serving these groups in the order listed below as each new customer group represents a larger step into the community:

1. General public subscriptions:

• Subscription of families.
• Local Artists
• Local Schools
• Companies seeking space with cultural environment.

2. Nonprofit External Customers:

• Utrecht, cultural agregate and agregate institutions of latin American agregate in The Nederlands.
• Dutch agregate located across Latin America.
• Cultural Institutions.
• Art Foundations.

3. For-profit External Customers:

• Dutch Private enterprises whose products or services are destined fot Latin American and Spanish communities and communities as well as those that operate abroad.
• Latin American Enterprises whose products or services are destined fot the Dutch or European whose and whose as well as those that operate here.
• Companies that venture in to the creative arts industries.

Using a broad definition of our market, every family with a child is a potential consumer of the programs and services offered by the Gausachs Foundation If  we were to temper that broad definition with a geographic boundary of a thirty-mile radius, we still have the opportunity to reach a vast market, the entire Amersfoort area. Simply stated, there are literally millions of households that meet this market definition. Our target market is families with children ages seventeen and under. Our core market is families with children between the ages of three and ten.

We feel that in order to establish a foothold within this vast market and create brand awareness for the unique and high-quality programs we are offering, we need to focus our initial marketing efforts on a smaller market segment. The initial marketing effort will extend through our first twelve months of operation and target a market segment within a five-mile radius of our location. By any measure, this remains a richly populated market of approximately 78,000 households with children, representing 151,000 children between the ages of one and seventeen (2004 Census data).

As a result of scaling our initial efforts in this manner, we are able to leverage strong ties within the local community, local media, and educational institutions. To drive awareness, we will supplement the support we receive from local institutions with a broad sweeping outreach program, focused direct mail campaigns, and media placement. Amersfoort is a stable area with a history of supporting family-oriented programs offered both locally and throughout the greater metropolitan area. Once established, we will expand our market reach utilizing the same techniques, but scaled to reach a much broader audience.

Our outreach programs will focus primarily on serving children in low to moderate income areas of the city of Amersfoort and the surrounding communities. Programming will be tailored to fit the needs of children in the Amersfoort School system, as well as Amersfoort-based Integration schools for foreigners. In addition, our programming will extend to those children in suburban public, private, and parochial schools, home schoolers, children served by the integration progress, among others. Our outreach will also extend to those children enrolled in day care and preschool programs, and to those children who are patients at local children's hospitals. We are in the process of developing relationships with Amersfoort-area galleries and arts organizations with the intent of extending our outreach into communities outside the five-mile radius of our location. We will combine programming, special events, and gallery shows with these organizations.

There is no organization in the nederlands that currently provides the services and emphasis that the latin american art museum will provide for Amersfoort. The cervantes institute is a language institute, so the Museum is filling an important gap in alternative programming. Serious art enthusiasts make up a minority of Amersfoort locals and even visitors, but our programming is aimed at making the experience of being at the Museum as interesting as the art works it holds, so the project has a wider appeal, with a wider outreach program, and a wider variety of supporters. Our core audience will be pleased to know that programming will be aimed in their direction, but with a different package. Squeezing seven nights out of an audience that supports one or two on a regular basis is why we will have "Those Avant-Garde Sundays" and "Cafe Con Arte" in our programming line-up for niche markets as well as "Sunday Brunch at the Museum" featuring live entertainment and a lighter fare appealing to a wider audience.

In a much broader sense, our competition is not limited to places offering art classes and museums. There are many external activities in which families can choose to participate.  Given free time and disposable income, families may choose among a variety of activities including sports, music classes, dance classes, and park district programs. We believe that families will recognize the benefit of an organization with a singular focus, as a means of providing balance, as an opportunity to enrich their children's lives, and as a fun place to spend time with their family.

With our singular focus on culture and arts, we have a solid direction in focus and we are positioned as the premiere source for art and photographic arts presentation and education in Amersfoort. The Museum will be the main venue for art appreciation, enrichment, and enjoyment of all the related arts and activities tied to the art and culture. Therefore a marketing focus will be on these benefits of visiting and participating in the Museum. Through our diverse range of programs, a fresh experience for frequent visitors will provide an ongoing development in the appreciation, enjoyment, and education that the Museum offers.

Key areas of our marketing strategy include the following:

Membership development and growth as a means to provide recurring revenue. Participation in the Museum will have many benefits, and by extending an impressive value proposition at all levels, we expect to quickly expand our membership to include a wide variety of people, and our retention and renewal level should remain high as a result of updating and perpetually adding new and exciting benefits.

The first stage of membership in the Museum will be the development of the Founding Circle. This will be the group of corporations and individuals who participated in the ground floor construction phase of the Museum, and will be acknowledged on a bronze plaque placed prominently on premise. Through either in-kind or cash donations or a combination of both, membership in the Founding Circle of the Museum will be achieved on several levels:

Founding Premiere Sponsor (€ 25000 and above). This level will receive a customized benefit package that individually suits the provider, with the most prominent presentation credit.

Founding Sponsor (€10,000 and above). This level will also receive a customized benefit package that individually suits the provider, with second most prominent presentation credit, customized On-Screen Ad, and 160 complimentary tickets to regular attractions.

Founding Premiere Patron (€5,000 and above). Customized signage for six months and 75 tickets to regular screenings.

Founding Patron (€2,500). Customized animated logo for one month, customized signage for one month, 35 tickets to regular screenings.

Founding Donor (€1,000). Customized ad in programmes and newsletter. 20 tickets to regular screenings.

Founding Friend (€500). Listing in programmes and newsletter, 10 tickets to regular screenings. 

The levels of membership in the Museum are:

Charter Premiere Member (€100). Special offers from corporate sponsors, L.A.M.A. T-shirt, plus membership benefits.

Charter Member (€50). A discount of 12.5% for regular screenings, subscription to the newsletter, invitations to special events and parties. Student and Senior Annual Members receive 25% off.

Annual membership starts the day the Museum opens, but Charter and Founding Members pay in advance, allowing those doors to open!

Regular ticket prices will be €8 for "One Night Members", €7 for Annual Members, and €6.5 for Students and Senior Annual Members. Special events are priced separately, and don't apply to discounts unless stated.  

L.A.M.A.-MAIL, the Museum Email Newsletter and direct mailings will be our regular marketing platform for products, services, and events. It will also be a way to document the history of the Museum and show new visitors what they will receive as a member.

Telemarketing will be the follow-up to direct mailings to make the sale if the mailings haven't yet. Telephone calls will be a way to keep in touch individually with members, and get feedback and requests.

On-site Marketing of Museum products and services will be one of our most important ways to convey messages and direct people to revenue generating centers. There will be constant awareness of what one can see, do, and buy through a variety of imaginative graphic placements and "On-Screen Advertisements" and "teasers". With a captive audience of those who already made the effort to participate, we will be successful in spreading the word of all we have to offer, enjoying a word-of-mouth push that keeps people coming.

Targeted Advertisements will form a diversity of support for the Museum. Instead of concentrating on daily promotions of specific artists (which will also be included in the marketing budget but only when appropriate and sponsored), there will be marketing efforts for specific "areas" of programming, such as "Cafe Con Arte" aimed at the Spanish speaking market for Sunday Nights. The advertisements will heavily promote the telephone number as a way to know the details. The info will change weekly.

General Listings will also be broad in scope, giving information on types of nights and the number you can call for more information. Details will be provided in listings when needed and appropriate.

The Website will always be mentioned in advertisements as a place to buy advance tickets and other products. By selling advance tickets, we will know our capacities in advance and be able to judge when extra marketing is neccessary. Once at the site, there will be constant direction to revenue generating centers, such as the merchandise page full of interesting things to purchase. The website will also be a base for our mission of education with the tour of the Museum Archive "The History of Art Illustrated by Souvenir Programs". There will be a strategic placement of links to and from other websites.

Radio and PSs will form a support group from a wider area, and we will participate in creative giveaways for awareness in targeted radio stations. The Museum will specialize in latin music (Merengue, Salsa, Bachata, Tango, Balada etc.) and the markets that appreciate these under-available music styles will be contacted by radio with custom sound mixes made by volunteers.

Flyers, programs, and brochures will be an important source of information and education to convey the mission of the art society. The Museum Archive will be a wealth of visual material for a rich tradition of graphic use.  

The Database will be an ever changing, and like the website, it will require constant updating. There will be an expansion of our present database to the categories of Present Members (in all categories), Non members but on the mailing list, Potential Donors, Alliances, Vendors, Distributors and Producers, and Volunteers. By keeping good track of our customers, we will be better suited to market to them in certain ways. When they arrive with an advance purchase or a membership card that can be swiped for identification, we will always know who comes to what and how often they come.

Press Contacts will be expanded to include an international array of publications and journalists that are interested in the Museum and what is has to offer. Organized and well timed press releases will be able to inform a variety of target markets what is happening.

Approximately 60% of Gausachs Foundation's's annual revenue will be generated by a combination of membership, admissions, programming, retail sales, and related activities. The remainder of our funding will be generated by:

• The writing of proposals to secure grants from foundations.
• The solicitation of individuals, corporations, and small businesses.
• An annual large scale benefit concert, family benefits, and special events.
• A variety of small scale Non members activities.

We anticipate that we will be able to manage our consumable expenses through the pursuit of in-kind donations from businesses and individuals, the creative use of found objects, and inexpensive means of purchasing bulk items.

A key strategy for the Foundation is membership growth as a mechanism to drive recurring revenue. By extending a value proposition to our target market in the form of comprehensive membership benefits, we expect to quickly expand our membership. Our membership plan is structured to allow members to determine the frequency of visits to the museum and the degree of participation in special programming. We will offer four levels of membership that include an "Introductory Membership," "Friend," "Frequent Artist," and "Sponsor." All members will receive a ten percent discount on retail purchases, special programming, and events. Our quarterly newsletter will keep members informed and involved. Our diverse and calendar of programs and events, coupled with the uniqueness of The latin Art museum experience, will deliver high member retention rates. 

Closely related to membership, but anticipated to be a larger source of revenue, are fees from general admissions. Through a grassroots approach, we will continually communicate the compelling influence and value that attendance to the Museum will deliver to children and their families. Targeted advertising and networking throughout a very active local community will allow us to focus on continually bringing first time attendees to the museum. Once inside, we will rely upon the dynamic environment and our staff to spark interest in our programs and workshops. We will also employ PS's on radio stations and well timed press releases as effective and affordable vehicles to deliver our message.  

Print advertising during our first year will be limited and placed in the less expensive local media such as the Amersfoort Review, Metro, and News Marketer. We plan to distribute flyers through local community groups. The Beverly/Morgan Park area has highly active community groups who provide a proven communication network throughout the area. These civic organizations coupled with specific child oriented groups ( Scouts, Soccer, etc.) have shown to be receptive to similar messages in the past and directly reach our initial target market.  As we expand our presence in the Amersfoort area, we will scale our advertising accordingly: Amersfoort's Parent magazine and the weekend sections of the major newspapers. 

Approximately 60% of Gausachs Foundation's's annual revenue will be generated by a combination of membership, admissions, programming, retail sales and related activities. We estimate that memberships and admissions combined will account for a third of our annual revenue. See the following Funding Forecast table and the Funding Monthly chart.

The remainder of our funding will be generated by the following activities:

• The writing of grant proposals to secure grants from cultural foundations.
• The solicitation of members of the Board of Directors and other individuals for financial contributions.
• The solicitation of corporations and small businesses for financial support.
• The pursuit of large scale in-kind donations from major retailers that provide the materials and supplies that we will need. They include Borders Books and Music, Lakeshore Learning Store, and Microsoft, among others. We will offer a sponsorship agreement that will provide exclusive sponsorship in their industry or market, the option to decorate the chosen sponsorship area with suitable company materials, positive PR in all printed materials and special programming, and pride in their participation in a project that is educational, charitable, and enjoyable.
• An annual large scale benefit concert featuring a top name performer.
• Family benefits and special events.
• A variety of small scale activities including Shop and Share days at local supermarkets and bookstores, affinity campaigns such as a "Day at _______" in which a percentage of retail sales for the day are donated to our organization, art auctions, raffles of donated items among others.

Gausachs Foundation's has begun an extensive campaign and we are currently devoting our energies to this end. Our current work includes:

• The development of primary and secondary prospect lists of persons who may be interested in providing a financial donation. We plan to follow-up with personal phone calls as well as a direct mail campaign as soon as we receive an advance ruling of tax-exempt status.
• The solicitation of support from corporations and the local business community. We are pursuing in-kind donations of money, time, and supplies from corporations and local businesses.  
• The writing of grant proposals soliciting funds from foundations. Research thus far has included  extensive research into the funding and operations of nonprofits whose mission is to fulfill their purposes as educational and charitable organizations; extensive research time at Donor's Forum using the Foundation Search computer service and the books and videos in the library. Grant proposals will be sent as soon as we receive an advance ruling of tax exempt status.
• The temporary hiring of a professional consultant to direct us toward foundations that will fund the seed money to cover start-up costs, as well as to help develop a long-range plan.

We would not exist without the Cultural Center Of Spain and the Bellapart Museum and other organizations, which were instrumental in the planning of this endeavor. The Gausachs Foundation has alliances with the following businesses and organizations that have provided volunteer hours to assist in the launch of this project:

• Museo Bellapart. Dom Rep.
• Museo De Arte Moderno - Dom. Rep.
• Museo del Dibujo. Dom. Rep.
• Fundacion JB Foix. Spain
• Fundacion Granell. - Spain
• CCCB of Barcelona.
• Museo Palo incado. Spain
• Agencia De Cooperacion Internacional para el Desarroyo - World wide
• Instituto Cervantes - World Wide

In the future, these organizations will continue to contribute to the success of this endeavor by providing ongoing consulting, service and exchange.

We have forged several beneficial relationships with various Amersfoort organizations and are currently working on establishing others.

The Sub Director of The Cervantes institute of Utrecht, Itziar Munoz, has offered The Gausachs Foundation's complimentary use of banquet and building facilities for meetings and Museo benefits, as well as offering to review written grant proposals. They also proposed to establish an internship program with The Gausachs Foundation whereby art and or education majors will serve as part-time junior staff members.

Martha A. Bearling of Lothair, Inc. has committed to an in-kind donation of graphic design services for the Gausachs Foundation's logo and layout design of stationary.

Mrs. Kim Tax, (CPA) will provide pro bono accountancy services.

Gausachs Foundation's currently has six artists committed to providing products to be sold through the Curiosity Shop, and plans to expand this number to about twelve artists. Approximately 75% of the retail items available in the Curiosity Shop will be sold on a consignment basis, with 25% of the retail sales going to fund Gausachs Foundation's programs. 

Local examples of organizations that are candidates for co-marketing include the Mondrian Museum, Schoolen in the Kunst and Amersfoort Art Gallery etc. These organizations will benefit from a shared effort that creates increased awareness of art related activities for children. 

Alliances may include Integration with other non profit in the fields of integration and cultural diversity as well as youth sport organizations across the nederlands.

The Foundation has been run successfully since 2006 by its founder. With the opening of the Museum there will be an expansion of this team to include an Operations Manager. The Director will continue to assume the duties until the need arises to hire for this paid position. As always, there will be volunteers in several capacities, and the volunteer Board will play a big part in organizing this area. They each will have a role in managing an area of volunteer duties. As the time for the opening of the Museum approaches, the team will be in place, ready for the project development, with potential managers in line for paid positions as they are needed. The Board of Trustees, also volunteer, will be expanded and developed by the Director and Board to make available expert advise, donations of in-kind and products and services.

The Founder/Director, the first full-time position of L.A.M.A., has the following duties:

• Advise Board and receive guidance and approval from Board on general areas and major decisions.   
• Develop and oversee daily operations, planning, and special events of L.A.M.A. in its home, the Museum, and wherever else L.A.M.A. presents, including  working closely with the Operations Manager, Board of Directors, Programming and Production Team, and other volunteers.
• Develop the overall concept of programming structure and priorities, and oversee all creative aspects of programming and area development, including supplements to programming, product and services departments,  merchandising, and art production at the Museum and other venues, working closely with Programming Manager and Production Manager.
• Develop the marketing plans of the various areas of the Museum and continue to manage all aspects, with volunteer assistants. Establish a marketing budget, develop marketing materials, advertising placement, website development and maintenance, newsletter maintenance, measure effectiveness of marketing activities (program tracking).
• Develop a network of support and outreach programs for the Museum, working with the Membership/ Chairman (volunteer Board position). Direct mail plan, development of target sponsors, solicitation of sponsorship and membership.
• Personnel management (recruiting, hiring, training, supervision, evaluating, and terminating).
• Develop annual budget with Operations Manager for Board approval including necessary revisions.

The Operations Manager is hired by the Director. The part-time position duties will be as follows:

• Advise Board and receive guidance from and approval from the Board on areas concerning financial matters.
• Assist in personnel management in the areas concerning financial matters.
• Coordinate fiscal management of the association, with the Director, and with approval from the Board.
• Oversee preparation of the monthly and annual reports of activities and fiscal reports.
• Coordinate, develop, manage, and report to Director and Board of Directors the management of the annual budget, including necessary revisions.
• Coordinate work on annual audits and tax filing.
• Define priorities for supervised financial staff.
• Coordinate inventory management of products, supplies, and services.

The Programming/Production Directors are hired by the Director. The duties are as follows:

• Assist the Director with programming and supplements to programming such as symposiums and seminars, and question and answer periods.   
• Assist the Director with the logistical aspects of programming such as contacts with directors and distributors, programming outreach and research, and preparation of symposiums, panels, and seminars.
• Promote and develop outreach programs for programming development, with the Director.
• Oversee, with approval from the Director, the program development of in-house productions such as Museum On-Screen Ads and Amersfoort Newsreels with product placement.
• Assist with sponsorship ideas for the direct tie-ins with programming and in-house productions.
• Production of the on-screen art productions of the Museum, with the Director's approval, such as promotional clips to introduce the presentation, On-Screen Advertisements for both in-house products and services and local business sponsors that fit together in concept and style, and Amersfoort Newsreels with creative product placement.
• Cover the productions with sponsorship, with the Director's approval from the target list of potential sponsors, to underwrite the productions and complete them.
• Assist the Director in gaining new and potential sponsors for On-Screen Ads and Amersfoort Newsreels, expanding the target list, and following through with "the account" to continue the relationship.

The Technical Coordinator is hired by the Director. The duties are as follows:

• To supervise and manage the technical aspects of the Museum, such as the computer functioning, and logistical presentation of art screenings, working closely with the Director and potential sponsor of the technical area.
• To supervise the technical team at special events and manage the potential troubleshooting.

The Grants Consultant  is hired by the Director. The duties are as follows:

• To develop the grant aspect of the art society as an important division in itself.
• To manage, with the Director, all aspects of researching, applying for, and keeping track of appropriateness and deadlines for grants, and follow-up of presentations.
• Advising on directions and ideas in developing the related activities with the Board of Trustees.   

The Producer of Special Events is hired by the Director. The duties will be as follows:

• To produce the logistical aspects of the supplemental parties as designed by the Director.
• To cover the expenses of the parties by direct sponsor underwriting as approved by the Director from the target list of potential sponsors.
• Assist the society with potential growth of the target list of sponsors, for potential direct sponsorship of the parties.
• To follow up by organizing the aftermath and clean-up of the parties, making sure everyone is happy with the results.

The Sponsorship and Development Team is hired by the Director and come from several strategic areas of the world, all contributing from different points of view to bring different elements to the table:

• The International art Festival Circuit Liaison will cover the connections between the world's art festivals, bringing aspects of those festivals to the Museum.
• The European Correspondent will cover Europe to bring those aspects.
• The Caribbean Correspondent will cover the same areas from the Caribbean areas.
• The South American Correspondent will cover South America, Central America, and the Caribbean. 

The Volunteer Positions are as follows:

The Board of Directors. As stated in our articles of incorporation, we have a minimum of five Board members. They represent various areas of business and the arts. The duties of the Board are:

• To meet at least quarterly to discuss the organizational activities of the society and advise and approve the general direction. 
• To make decisions on the fiscal annual budget for the best benefit of the organization, and hold annual meeting.
• Maintain the organization's corporate books and meeting minutes.
• To each be a Chair of a certain area with relevance to the health of the organization.


• The Membership/ Chair. Direct mail and email plan, existing and potential database development and management, renewal notices, special member mailings, solicitation of sponsorship and membership.


• The Volunteer Coordination Chair. Recruiting, organizing, developing a form for volunteer information, placing  volunteers in appropriate areas, managing need for volunteers, managing volunteer benefits and reward system. 


• The Fiscal Chair (Treasurer).  Documenting for minutes the financial situation, Board point of view of finances, working with Operations Manager.    


• The Grants Chair. Advising on and developing Grant possibilities, working with Grant Consultant to meet deadlines, solicit for needs for success in grants, help with steps obtain grants.


• The Outreach and Development Chair. Develop new markets and connections for art society.

There are also Volunteers in many areas such as:

Ticket Sales - At the box office and at special events.

Products and Services Sales - Waitstaff, deliveries, pick-ups, concessions in-house and at special events.

Marketing/Printing - Website, newsletter maintenance, production of printed supplements.

Public Relations - Pro bono services, assistance for pro bono providers.

Production - art production assistance.

Our initial team includes three directors, a curator, four senior staff working artists, and two store clerks. During the second month of operation we will add two junior staff members, and in the third month of operation we will add another. In the fourth month, we will add the Culture Bugs/Art Colony program coordinator. All staff positions are part-time. The Executive Director will assume the responsibility of the program coordinator until that position is filled.

As stated in our articles of incorporation, our board of directors is to consist of a minimum of five and a maximum of twelve persons. We currently have seven persons serving on our board of directors representing various facets of both the arts and business.

The basis for planning has been to look forward with conservative estimates for revenue and expenses. We are committed to the steady growth of revenues through tight control of all inventory, services, and managing sponsorship funds. Our financial plan focus will be to remain profitable while building adequate cash reserves for further stages of development.

We anticipate carrying one month worth of inventory, with the concession turning over more often, and the majority of items in the sales areas will be sold on cash basis, while the website sales will be mostly by credit card (unless customers request a hold at the box office for cash payment). The majority of items in the gallery will be sold on consignment and therefore do not affect inventory turnover. 

Our personnel burden will be relatively low at 15% based on assumption that the only benefits paid will be minimal vacation for full time positions, employment fees, and healthcare plan. 

The estimate of 8% funding on credit refers to the delay between commitment of funding and actual receipt of funds.

Personnel burden is relatively low at 15% based on the assumption that the only benefits included will be minimal vacation time based on the number of hours worked. Personnel burden also includes taxes.

We anticipate carrying one month's worth of inventory in the Curiosity Shop. The majority of items in the shop are sold on a consignment basis, and therefore do not affect inventory turnover.

The estimate of 8% funding on credit refers to the delay between the commitment of funding and the actual receipt of funds. We anticipate the great majority of our revenues will be paid by cash or check.

Our projected annual surplus or deficit is shown on the following table. The detailed monthly projections are included in the appendix.

Management of cash flow is critical to our success. The monthly cash flow is shown in the illustration, with the red bar representing the cash flow per month, and the green bar the monthly balance. The annual cash flow figures are included here and the more important detailed monthly numbers are included in the appendix. Should our monthly cash flows fail to meet expectations, directors salaries will not be paid. If further action is required, we will utilize revolving credit facilities.

The following balance sheet shows our projected financial position during the next three years. The monthly estimates are included in the appendix.

Our projected business ratios for the three years of this plan are shown below, along with ratios for an industry profile, based on the Standard Industry Classification (SIC) Index, for Museums and Art Galleries.