Diapositiva 1

FORMULACION DE
PROYECTOS ARTISTICOS

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Diapositiva 2

OBJETIVO PRINCIPAL:
Brindar

las herramientas bsicas para la

formulacin de un proyecto artstico y el
procesos de produccin en sus tres fases, con el
objetivo de formar una visin integral de la
composicin de una produccin y su entorno.

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Diapositiva 3

PRODUCCIN
Concepto que hace referencia a los diversos

medios por los cuales se organiza y se presenta

un PROYECTO ARTISTICO/CULTURAL ante el
pblico.

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Diapositiva 4

CICLO DE LA PRODUCCION : FASES DEL PROCESO

PLANIFICACION
PRE PRODUCCION

Estructura de un proyecto
artstico
Obtencin de recursos

ORGANIZACIN Y CONTROL
(HERRAMIENTAS)

Organigrama
Carta Gantt
Presupuesto

PROMOCION Y PUBLICOS

PRODUCCION

Estrategia de publicidad
Tips de captacin de pblicos

REALIZACION

Otros Asociados a produccin teatral

Requerimientos Tcnicos ( Ficha
Tcnica)

POST PRODUCCION

EVALUACIN

Entrega de informes
Agradecimientos a auspiciadores
Dossier de presentacin

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Diapositiva 5

LA PRE PRODUCCION

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Diapositiva 6

PROYECTO ARTISTICO

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Diapositiva 7

PLAN

PROGRAMA

Conjunto de directrices
que orientan una
voluntad de
intervencin.

Primera
Concrecin
del Plan.

- Se plantea a nivel
general
- Mediano o largo plazo
- Conjunto de temas y
aspectos.

- Recoge las directrices y

las aplica a un contexto
concreto.
- Sectores, edades,
espacios, etc.

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Diapositiva 8

Desarrolla los programas y los materializa en

acciones concretas que agrupamos bajo el
nombre de proyecto.

PROYECTO

TRADUCCIN DE
IDEAS

ACCIONES
CONCRETAS

ESTRUCTURARSE

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Diapositiva 9

EJEMPLO:

PLAN

Dinamizacin del patrimonio cultural de una ciudad.

PROGRAMA

Uso de los espacios histricos para actividades de

difusin artstica.

PROYECTO

Festival de msica de cmara en el claustro de un

monasterio.

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Diapositiva 10

De dnde nace un proyecto?

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Diapositiva 11

De la necesidad de producir cambios

De una idea preconcebida

De una observacin de la realidad
De la identificacin de un problema que se intenta

resolver

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Diapositiva 12

IDEA

PROYECTO

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Diapositiva 13

PROYECTO:

Este concepto hace referencia a un conjunto de

actividades
concretas
interrelacionadas
y
coordinadas entre s que se realizan con el fin de
producir determinados bienes o servicios capaces
de satisfacer necesidades y de resolver problemas

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Diapositiva 14

SECUENCIA EN LA GENEACION DE UN
PROYECTO
GENERACION DE UNA O MAS
IDEAS
MADURACIN DE LA IDEA CON
INFORMACION DISPONIBLE
DEFINICION DE UNO O MAS PROBLEMAS A
RESOLVER A PARTIR DE LA IDEA

PROPOSICION DE SOLUCIONES

EVALUACION DE VIABILIDAD
SELECCIN DEL PROBLEMA QUE AMERITA L A
REALIZACION DE UN PROYECTO

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Diapositiva 15

CMO PASAR MI IDEA A PROYECTO?

Se trata de tener claras las condiciones que

provocan, influencian o motivan nuestra idea o el

inicio de nuestro Proyecto.
Identificar el punto de partida para adaptarlo a la
realidad donde queremos actuar.

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Diapositiva 16

ANTECEDENTES
PUNTO DE PARTIDA DEL PROYECTO
Necesidad o deseo de cambio
Oportunidad o amenaza
Encargo
Solicitud o propuesta externa
Historia de la idea/ Antecedentes/ Relaciones con

proyectos similares

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Diapositiva 17

CONTEXTO DE LA IDEA
ANTECEDENTES
ENTORNO
GENERAL

ANALISIS DE LA REALIDAD
EXTERNA

OPORTUNIDADES Y
AMENAZAS

Social
Educativo
Econmico
Legal

Cultural
Poltico,
Tecnolgico
Ocio, etc

DIAGNSTICO
Proceso de estudio
para reconocer una
realidad

Territorial
Sectorial
Temtico

ENTORNO
ESPECIFICO
Competitivo
Directo
Indirecto

PRONSTICO
TRAYECTORIA ANTERIOR
aos de funcionamiento, etapas, Imagen exterior,

ANALISIS DE LA REALIDAD
INTERNA

PUNTOS FUERTES
Y
PUNTOS DEBILES

ESTRUCTURA ORGANIZATIVA
Organigrama, mecanismos de gestin y toma de decisiones

RECURSOS

Conjetura de algo que

debe suceder a partir
de ciertas acciones

HUMANOS
ECONMICOS
MATERIALES

HIPOTESIS

Accin de voluntad
que se establece para
modificar una
situacin.

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Diapositiva 18

Las 10 preguntas

QU?
POR QU?
PARA QU?
CUNTO?
CUANDO?
DNDE?
CMO?
A QUINES?
QUINES ?
CUALES?

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Diapositiva 19

Las Respuestas

Las respuestas requieren precisin, lo que no

significa que debamos dificultar ms all de lo
necesario nuestra tarea.

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Diapositiva 20

RESUMEN EJECUTIVO
NUNCA ms de una pgina

NOMBRE del Proyecto

* No metforas / nombres poticos

Claro, que permita conocer el contenido

INFORMACIN RELEVANTE Y PRECISA PARA EL

DESTINATARIO
Qu se va hacer?
A quin va dirigido?
Dnde se va a Ejecutar?

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Diapositiva 21

Objetivo General
El primer aspecto a tomar en cuenta es el Qu? ,

ya que nos posibilita comprender :

Qu queremos hacer?
Qu deseamos lograr?
Qu buscamos?,

Qu queremos crear?
Qu queremos entregar?

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Diapositiva 22

Todo objetivo debe cumplir las siguientes

condiciones:
Alcanzable
Realista
Oportuno
Medible
Especfico (es decir concreto)

Si no cumplen eso, no son un objetivo adecuado.

Se deben hacer teniendo en cuenta el factor
tiempo, es decir que se deben poner objetivos
para diversos plazos.

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Diapositiva 23

Objetivos Especficos
Una vez determinado el Qu?, mediante la
definicin
del
objetivo,
intentaremos
responder el Cmo? , que nos ayudar a
conformar los Objetivos Especficos de
nuestro proyecto.

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Diapositiva 24

Fundamentacin
El Por qu? queremos llevar a cabo el
proyecto y la forma de plantear los
objetivos, tendr que ver con la situacin
actual que observemos :

Diagnstico

Necesidad
Solucin

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Diapositiva 25

Focalizacin
Definir la poblacin sobre la cual tendr
impacto el proyecto. A Quines? est dirigido
nuestro proyecto, que ser el grupo objetivo en
el cual desarrollaremos las propuestas, los
Beneficiarios.

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Diapositiva 26

Focalizacin
Asimismo, deberemos responder
el Dnde? , que ser el lugar
especfico en el que se ejecutar
el proyecto, la Localizacin.

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Diapositiva 27

Estrategia y Acciones
El Cules? nos hace preguntarnos por la
estrategia y acciones que llevar a cabo para
cumplir con los objetivos especficos.
La Estrategia ser aquella orientacin que tendrn
las actividades que deberemos realizar para cumplir
con nuestros objetivos.

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Diapositiva 28

Herramientas
Las herramientas que a continuacin se
detallan podrn aplicarse antes durante y
despus de cada realizacin de un proyecto .
Carta Gantt
Presupuesto
Organigrama
Anlisis de viabilidad
Anlisis FODA

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Diapositiva 29

Presupuesto
Para calcular el Presupuesto, deberemos
solicitar cotizaciones de determinados bienes
o servicios, ya sea desde el punto de vista de
precios, calidad, disponibilidad y condiciones
de pago, entre otras.
Un
presupuesto
ingresos y egresos.

posee

generalmente

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Diapositiva 30

Plan de distribucin de gastos

1. Contrato del personal :
En un documento escrito se deber especificar la
duracin del contrato, los derechos, la
responsabilidad y obligaciones de cada parte.
2. Contrato de Arriendos :
En un documento escrito se deber especificar el
periodo del arrendamiento en relacin con el costo.
3.Compras:
Cuando se investigan las condiciones de compra, es
importante definir varios factores
4. Presupuesto de Realizaciones
Se deber contar con la estimacin de costos y
presupuestos individuales.

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Diapositiva 31

Presupuesto

Costo del Personal u honorarios

Costos de Operacin
Costos de Inversin
Costos de difusin
Derechos de autor
Impuestos
Imprevistos (5%)

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Diapositiva 32

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Diapositiva 33

Organigrama
Es la determinacin de roles y atribuciones.
Algunas funciones son :

Coordinador General
Productor
Encargado de Finanzas
Asistente de Produccin
Relacionador Pblico:
Coordinador de Difusin y/o Prensa:
Equipos - Comisiones:

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Diapositiva 34

ORGANIGRAMA FITAM

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Diapositiva 35

Organigrama

Orden Jerrquico de cargos

Cargos de los ejecutores
Definicin de reas de trabajo

Funciones del personal

Relaciones e Interacciones del personal
y sus respectivos departamentos

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Diapositiva 36

Carta Gantt
La importancia que tendr el diseo
de nuestro cronograma nos permitir
estar en permanente interaccin con
las actividades como un conjunto, es
decir, cada una de ellas coherentes
entre s.

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Diapositiva 37

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Diapositiva 38

Carta Gantt

Listado y ordenamiento de las

actividades
Estimacin de plazos de ejecucin
Responsables
Construccin de barras

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Diapositiva 39

FODA
Una herramienta simple para nuestro proceso de

evaluacin que incluye la observacin de la

realizacin de las actividades y cmo las
capacidades internas y el medio externo influyen
en ellas.
El F.O.D.A incluye la evaluacin de las fortalezas,
oportunidades, debilidades y amenazas en el
desarrollo y proyeccin del proyecto.

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Diapositiva 40

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Diapositiva 41

ETAPAS GLOBALES DE UN PROYECTO

DIAGNOSTICO
OBJETIVOS
PLANIFICACION
PRODUCCION
EJECUCION
EVALUACION
EXPLOTACION

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Diapositiva 42

Cmo compruebo si mi proyecto

es viable?

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Diapositiva 43

Anlisis de viabilidad
En el anlisis de viabilidad se debe preguntar
Cunto dinero va acostar ?
Cuanto dinero puede generar ?
Cuales son los ingresos provenientes de todos los
recursos disponibles ?
Clculo de dficit o supervit
Nmero de localidades del teatro
Precios de entradas y descuentos
Derechos autorales
Duracin de la temporada
Comercializacin y explotacin de la obra
Comportamiento del teatro y frecuencia de pblico

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Diapositiva 44

ANALISIS DE VIABILIDAD
%

F.

Cap.
sala

Prom.
$
entrad
a

Total

10%
DA

Saldo

50 %
sala

Saldo

otros
Ingres
os

egre
sos

Deficit/
Superha
bit

100
%

150

4000

600.000

60.000

540.000

270.000

270.000

300.000

500000

70000

80
%

120

4000

480.000

48.000

432.000

216.000

216.000

300.000

500000

16.000

60
%

90

4000

360.000

36.000

324.000

162.000

162.000

300.000

500000

-38.000

40
%

60

4000

240.000

24.000

216.000

108.000

108.000

300.000

500000

-84.000

20
%

30

4000

120.000

12.000

108.000

54.000

54.000

300.000

500000

-146.000

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Diapositiva 45

Pasos a seguir
para elaborar un proyecto?
1. Concretar y precisar lo que se quiere realizar
2. Instrumentar de manera efectiva las decisiones
tomadas mediante el uso de recursos humanos y no
humanos

3. Seguir cursos de accin que conduzcan a la

obtencin de determinados productos y resultados

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Diapositiva 46

Un buen proyecto debe contener lo

siguiente:
Razones por la que se necesita realizar un proyecto
A qu fin contribuir el logro de los objetivos del

proyecto
Qu se espera obtener del proyecto en caso de que

tenga xito
A quin va dirigido el proyecto

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Diapositiva 47

Qu debe producir un proyecto para crear las

condiciones bsicas que permitan la consecucin

del objetivo
Con qu acciones se generarn los productos
Qu recursos se necesitan para obtener el producto
y lograr el objetivo propuesto
Quin ejecutar el proyecto
Cmo se ejecutar el proyecto

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Diapositiva 48

En cunto tiempo se obtendrn los productos y se

lograrn los objetivos

Cules son los factores externos que deben existir

para asegurar el xito del proyecto

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Diapositiva 49

Caractersticas de los Proyectos

Artsticos y culturales
Son creativos, se hacen con energa humana,

suelen crecer y en muchas ocasiones varan

respecto de la idea original.

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Diapositiva 50

La Administracin del proyecto

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Diapositiva 51

Obtencin de recursos
-Definiciones generales
-Como elaboro una estrategia para
conseguir recursos?

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Diapositiva 52

TIPOS DE PROCEDENCIA DEL

FINANCIAMIENTO
DIRECTA:
Presupuesto capital inicial propio

INDIRECTA:
Patrocinios
Auspicios de la empresa privada

Subvencin Estatal
Donativos
Ingresos derivados de la actividad
Eventos Especiales
Canjes media parners

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Diapositiva 53

Patrocinios
Solicitud de cartas de apoyo a entidades

reconocidas, especialmente que tengan relacin

con el objetivo del proyecto

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Diapositiva 54

Auspicios de la empresa privada

Fondos obtenidos mediante solicitud de recursos

a una empresa privada a cambio de beneficios

directos, especialmente en presencia corporativa

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Diapositiva 55

Subvencin Estatal
Fondos obtenidos mediante postulacin ,

evaluacin y resultados de un concurso,

derivados de una entidad gubernamental

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Diapositiva 56

Co Produccin
Una produccin en comn donde dos o ms

fuentes financieras invierten su capital para

financiar una actividad artstica.

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Diapositiva 57

Donativos
Se pueden obtener ya sea en dinero o especies,

bienes o servicios.

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Diapositiva 58

Ingresos derivados de la actividad

Ingresos obtenidos de la venta directa del

producto o de anexos que tengan directa relacin
( merchandising)

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Diapositiva 59

Eventos Especiales
Producciones que originen ingresos para el

desarrollo o ejecucin del proyecto, con la

participacin colectiva de los involucrados

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Diapositiva 60

Canjes -Media partners

Son socios relacionados con el sector de los

medios de comunicacin

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Diapositiva 61

Mecenazgo y Filantropa
Se refiere al apoyo desinteresado a proyectos

no lucrativos a travs de dinero, mediacin para

contactos o informacin.

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Diapositiva 62

Plan de obtencin de recursos:

1.Elaborar el presupuesto para definir cuales
sern las fuentes internas o externas, directas o
indirectas .
2.Definir los mecanismos de participacin y
colaboracin que se pueden establecer con las
diversas fuentes de financiamiento
3. Investigar sobre posibles donantes y fuentes
de financiamiento de acuerdo con el tipo de
proyecto.

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Diapositiva 63

4. Tener claridad de qu se solicitar para qu y a quin

5. Elaboracin o revisin del proyecto que se presentar
6. Definir las propuestas para donantes con una
exposicin clara de lo que se propone a cambio del
patrocinio, estableciendo por ejemplo distintas
categoras de beneficios.

7.Desarrollo de contactos, relaciones y acercamientos con

los patrocinadores y los interlocutores
8.Especificar los mecanismos de
comunicacin con los patrocinadores

acercamiento

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Diapositiva 64

9.Elaboracin y presentacin de solicitudes a

travs de las convocatorias que ofrecen las
instituciones, organizaciones y fundaciones ,
cuidando de cumplir todos los requisitos.
10.Compenetracin con el auspiciador a partir de
que se notifica su participacin del proyecto

12. Cuando la solicitud sea negada conviene

investigar las razones para tomarlas en cuenta
en futuras negociaciones .

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Diapositiva 65

REGISTRO DEL AUSPICIADOR

Fecha :
Nombre de la organizacin:
Nombre del contacto:
Cargo o puesto que ocupa:

Telfono oficina:
Telfono celular:

Tema de la entrevista:
Resumen conversacin:

Apoyo Solicitado:
Apoyo Concedido:

Plan de intercambio:
Compromiso adquirido :
Prxima actividad :
Observaciones:

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Diapositiva 66

Estudio de auspiciantes
Investigue a su potencial auspiciante.
Asegrese que se dirige a la persona
correcta en el momento correcto.
Ser claro sobre qu es lo que se quiere y
por qu.
Ser breve.
Adjunte una carta personal sobre la
propuesta.
Explique lo que va a pasar despus.

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Diapositiva 67

Por qu las empresas

deben apoyar un producto
cultural?

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Diapositiva 68

Historia y misin de la empresa.

Existencia de empresas intermediarias.
Criterio en los asuntos corporativos de la empresa.
Incentivo del Gobierno para acogerse a la ley de

donaciones culturales

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Diapositiva 69

Para promover su nombre, productos y servicios.

Para dar una buena imagen.
Para administrar el impacto negativo de sus

empresas en la comunidad.

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Diapositiva 70

Para intervenir en problemas sociales o temas que

entorpecen el proceso de las empresas.

Para mejorar las relaciones de los empleados al

interior de las empresas.

Para obtener incentivos fiscales.

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Diapositiva 71

Algunas razones por las cules las

empresas dicen que NO
Se present demasiado tarde.
Propuesta mal preparada.
La propuesta no va dirigida.
Desconocimiento de los intereses de la empresa

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Diapositiva 72

No existe relacin alguna entre el auspiciante y el

proyecto
Propuesta mal diseada.
No se ofrece nada al auspiciante.
La solicitud no es realista
La solicitud no es viable

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Diapositiva 73

Lo que nunca debe hacer

Enviar mailing list o cartas a modo de circular.
Nunca incluya la solicitud econmica en su carta

de presnetacin
Nunca d sermones.
Ser impreciso o dudoso.
No enve demasiado material por correo
electrnico
Nunca prometa lo que no puede cumplir.

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Diapositiva 74

Formas de obtencin de Recursos

Financieros
Existen dos vas de involucracin de
la empresa privada
1. Responsabilidad Social Empresarial

(RSE)
1. Marketing Cultural.

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Diapositiva 75

Qu es la Responsabilidad Social
Empresarial (RSE)?

En general, la Responsabilidad Social Empresarial

conlleva servir bien a los clientes, ofrecer buenos

productos y buenas condiciones laborales a los
trabajadores y convivir con el medio ambiente de
manera responsable

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Diapositiva 76

Marketing Cultural
El concepto de Marketing Cultural se entiende

como un conjunto de herramientas de gestin

que tienden a desarrollar un proyecto de
ndole cultural.
.

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