A new business venture initiative for the enhancement of a territory through the voice of its community and local emerging artists.

Art can be understood as an inherent trait of human behavior, that is present in many aspects of human life, and which has the extraordinary ability to generate great positive impacts on the lives of communities and individuals. This thesis studies the possibility of a territory to self-improve through the artistic expression of its people and projects an innovative business model that takes the form of a startup for its implementation. To be more precise, the idea is to develop a profitable business model that generates public awareness through local art and that at the same time allows emerging local artists to reach new audiences, showcase their work, and potentially get access to new professional opportunities. The main methodological approach chosen for the project is the one used on systemic design practices, a methodology that in this particular case is directed towards the creation of a sustainable economic business model that focuses on the enhancement of its surrounding community and territory. During the development of the project were used a mix of methods and tools from the strategic management and development of new business models approach and the systemic thinking approach. Such methods include a bibliographic research of the main topic, a holistic study of the concerning territory, an analysis of the state of art, the use of techniques for the stimulation of creativity and innovation, the realization of inquiries about the market, a study of stakeholders, the development of a business model, and many more. Many are the reasons for taking this specific path for the final project of my master’s degree in Systemic Design. Some driven by a personal passion for art, others founded on the desire to contribute to the enhancement of my home country Colombia, and others regarding a particular curiosity to experience the entrepreneurial world and its lifestyle.