Sustainable Business Project Design in Second Life - Planning for
Efficiency and Aesthetics
<<back to
SUSTAINABLE DESIGN INFO<<
Submitted for inclusion in SLCC Business Track
by Sitearm Madonna
sitearm@gmail.com
Siterma Second Life Virtual Worlds Projects
Consultants and Expeditors
www.siterma.com
281-755-2201 (cell)
sitearm (yahoo and skype)
FORMAT: PAPER PRESENTATION; 20 MINUTES PLUS QUESTIONS
Summary:
This paper presents lessons learned from business consulting and
project management for the Dublin and Diegoland themed entertainment
sims. A recurring issue with business projects in Second Life is, "I
have great builds but terrible traffic. Nobody comes back to my sims!"
Achieving sustainable high traffic requires improved social as well as
structural planning. This paper addresses improvements in structural
planning. A discussion of improvements in social planning is presented
separately.
Achieving sustainable return on investment over time, including high
traffic, requires efficient resource use, attractive and immersive
aesthetics, and planning for room for growth. The importance of
attraction and aesthetics to achieving high returns is clear in
entertainment businesses. The importance of efficient resource use and
maintaining room for growth is clear in all businesses.
A model process for planning is presented which addresses both social
and structural elements. Approaches for assuring efficient resource use
and attractive aesthetics, including scale modeling and custom
terraforming, are discussed. Development data and learnings for two
popular entertainment sims are provided for use by organizations planning
projects in Second Life for the purpose of reaching additional audiences
with their messages and services.
Outline:
Elements of a Sustainable Second Life Business Project
The following elements should all be addressed for a comprehensive,
successful and sustainable Second Life business project design:
. Concept Planning . Resourcing . Architectural and Landscape Design
. Project and Development Management
. Attraction Promotion & Operation . Retail Promotion and Operation .
Residential Promotion and Operation
. Business Promotion and Operation . Media Relations . Real World /
Virtual World Interfaces
. Promotional Photography . Promotional Copyedit . Event Production .
Simulcast Production
Measures of success for a sustainable business project in Second Life
include:
. Continuous Use Over Time (Recurring Resident Traffic)
. Return Exceeding Cost Over Time (Positive Owner Cashflow)
. Efficient Use of Resources Over Time (Staff and Machine)
. Recurring Positive Publicity (In World and Real World)
Master Planning Flow Chart
The following master planning flow chart summarizes learnings to
date in how a business consultant and project manager might interact
with clients and contractors to achieve a successful implementation in
Second Life that meets design goals a year and later after startup.
The high level concept is the overarching organizing principle. The high
level plan specifies metrics of success including financial, traffic and
publicity goals over time. The detailed component plans address
timeline, cash flows, build lists, resource use, contractors, and staff
per standard business project management methods.
Due to the relative newness of construction projects in virtual reality,
this planning flow chart emphasizes the use of scale models not only of
buildings but of terrain (terraforming) in Second Life master business
projects. The use of scale models allows visualization with client and
contractors for improved resource use and aesthetics and can decrease
net implementation time.
Projects Implemented Using Master Planning Methods
. DublinSL - Dublin Sim recreates the look and feel of the city of
Dublin, Ireland. DublinSL opened on 29th April, 2006 and is regularly
featured in worldwide print, web, and television media. Its immediate
popularity was due to its unique, photorealistic build emulating real
world streets and buildings of Dublin. Its recurring success, over a
year later, is due to its Operating Plan which includes innovations such
as the Dublin Live Music Showcases, Bedford Music Pub Simulcasts, and
Dublin School of Event Management and Production Training.
. Diegoland - Diegoland Sim recreates the look and feel of the city of
San Diego, California. Diegoland is a sister city (twinned town) to
DublinSL and opened on 5th May, 2007. Its immediate popularity was due
to its unique terraform and build emulating contemporary and early eras
of San Diego architecture, and rural and urban terrains. Its Operating
Plan provides for steady sustained growth and publicity through managed
event growth and selected public relations opportunities with real world
San Diegoans. Diegoland's business plan is modeled closely on that for
DublinSL.
. Shamrogue Island - The success and recurring positive publicity of
DublinSL have lead to new funding for growth being provided by real
world patrons. Shamrogue Island is the first of several new sims ordered
for DublinSL, and creates in virtual reality an advertising project
proposed in real life for extensive commercial and residential
development on a shamrock-shaped man-made island in Dublin Bay.
. [DAILY TRAFFIC AND MEDIA HITS AS OF AUGUST 2007 WILL BE PROVIDED HERE]
Case Study - Evolution of Scale Modeling for Efficient Resource
Use
. Dublin Scale Modeling and Lessons Learned (List of Lessons Learned
re Prim Use)
. Diegoland Scale Modeling with Lessons Applied and Additional Lessons
Learned (Data Showing Improved Prim Use)
. Dublin 2 - Shamrogue Island Scale Modeling (Data Showing Improved Prim
Use)
. [MODEL VS. FINAL IMAGES AND PRIM USE DATA WILL BE PROVIDED HERE]
Case Study - Evolution of Custom Terraforming for Aesthetic Look
and Feel
. Dublin Terraforming and Lessons Learned (River and Pond, Flat Terrain)
. Diegoland Terraforming with Lessons Applied and Additional Lessons
Learned (Seabed and River Modeling, Aesthetic Elevations and Waterways)
. Dublin 2 - Shamrogue Island Terraforming (Urban Overpass Areas, Shore
Areas, Sub Sea Diveways)
. [IMAGES AND VIEWS AS OF AUGUST 2007 WILL BE PROVIDED HERE]
Summary of Learnings and Wrap Up
. Aesthetics Matter in Second Life!
. Sustainable Sims Need to be "Living Structures" (Immersive, Moody,
Attention Getting, Detailed)
. Social Planning Matters in Second Life! (Community Management,
Event Management, Resource Management, Metrics Tracking)
. Sustainable Sims Need to Address Long Term Goals (Concept Promotion,
Entertainment Promotion, Sales Promotion, Other)
. Commerce and Art Coexist in Sustainable Master Designs
(Multi-Disciplinary, Collaborative; Architecture, Art, Commerce, Music,
Theatre, Media, Technology and Humanities)
. Where To Find Out More (Master and Social Planning Displays and Data
Online) <<back to
SUSTAINABLE DESIGN INFO<< |