Business Plan

Artscape
Manchester CIC

Presented By:
Avril Neagle
and
Susanna Shakespear
July 2008

Artscape Business Plan July 2008 1

Artscape Business Plan July 2008 2
 Contents

1. Acknowledgments and Contact Details

1.1 Acknowledgements
1.2 Professional Advisers to the Group
1.3 Contact Details and Information

2. Introduction

2.1 The Mission of the organisation

2.2 The Aims of the organisation
2.3 Priority Values

3. Position Statement of the Organisation

3.1 Developing an Innovative Project

3.2 Extending and enhancing service provision
3.3 Partnership Working

4. Organisational Structure

4.1 Management Committee Structure

5. Market Analysis / Identification of Need

5.1 Identifying the level of need within the community

5.2 Competitor Analysis
5.3 SWOT Analysis
5.4 Risk Analysis

6. Operational Management and Functions

6.1 Financial Procedures and Systems

6.2 Monitoring and Evaluation
6.3 Equal Opportunities and Diversity
6.4 Publicity and Promotion
6.5 Health & Safety
6.6 Insurance

Artscape Business Plan July 2008 3

7. Appendices

1. Memorandum & Articles of Association

2. Balance Sheet
3. Statement of Financial Affairs
4. Management Committee Resumes
5. Job Descriptions and Person Specifications for Project Staff
6. Publicity Materials and Press Releases
7. Letters of Support

Artscape Business Plan July 2008 4

1.0 Acknowledgement and Contact Details

1.1 Acknowledgments

Thank-you to Business Support Solutions and Third Sector Enterprises.

1.2 Professional Advisers to the Group

 Isabelle Farquhar: Business Support Solutions

 Estelle Neuman: Syntax

 Dave Hollings: Co-operative and Mutual Solutions Limited

1.3 Contact Details and Information

Project Name: Artscape

Named Contact: Avril Neagle

Legal Status: Community Interest Company

Contact Address: 18 Broomfield Road,

Heaton Moor,
Stockport,
SK4 4ND

Telephone number: 0161 2837939

Mobile number: 07913121577

E-mail: avril.neagle@ntlworld.com

Bank Details:

Nominated Accountants:

Artscape Business Plan July 2008 5

2.0 Introduction

2.1 Mission Statement of the Organisation

1. Social Mission

To provide therapeutic and emotional support to children, young people

and vulnerable adults, through the use of an established art therapy
model.

2. Economic Mission

To provide an accessible subsidised service within community settings

with the aim of developing sustainable core funding.

2.2 The Aims of the organisation are:

 To provide a therapeutic service for clients with emotional, behavioural
and psychological issues in order to promote mental health and well
being.

 To facilitate the development of communication skills and increase

psychological insight: enabling learning, personal growth and social
inclusion.
 To improve access to psychological therapies within a variety of
community settings.
 To work with hard to engage individuals who might not otherwise
access traditional verbal therapies.

 To adhere to the Health Professions Council code of conduct and

ethics, working with people regardless of age, sex, race, social and
cultural background.

 To work in partnership with parents, carers, education and health

authorities in order to provide a personalized, tailored and integrated
service.

Artscape Business Plan July 2008 6

2.3 Priority Values

1. Establish the legal structure and secure the board of the

organisation and incorporate the organisation as a
Community Interest Company.

2. Assemble the skill base to be used within the

organization.

3. Source baseline funding and finance to enable the

establishment of the organization and the development of
our service.

4. Actively network and form partnerships that will be

beneficial to the development and continuation of the
organization.

5. Develop the educational and training opportunities for art

therapy trainees within the Manchester area, liaising
specifically with the Northern Programme for Art
Psychotherapy.

3.0 Position Statement of the organisation

Artscape is a newly established organization, bringing together the skills and

knowledge of a group of art therapists, working to promote and provide an art
therapy service within the greater Manchester area.

This innovative service will work within the health and education sectors, initially
concentrating on Trafford, Salford and Bolton. By working within community
settings such as schools, youth centres and health centres, we are promoting
better access to psychological therapies for all client groups.

We will be primarily working with children and adolescents with emotional,

behavioural and psychological issues, and secondarily working with vulnerable
adults, such as people with mental health issues and refugees.

We want to develop this new and innovative service, encompassing more art
therapists, to provide a comprehensive accessible service within the Manchester
area.

Artscape Business Plan July 2008 7

.3.1 Developing an innovative project
We already have an expression of interest in four projects. These are based in a
special needs primary school, a pupil referral unit, a mental health recovery
service and a health centre, all within Trafford and Salford. Some of these
projects have already been piloted. We would be looking to expand to other
projects later on.

At present we are working in close contact with education authorities and health
authorities within Trafford. We are looking to secure funding in order to continue
the above projects, expand, develop and evaluate them, and move on to new
projects in the future.

3.2 Extending and enhancing service provision

Artscape will offer emotional and psychological support to clients who might
otherwise not access this kind of service. Art therapy is not dependant on verbal
skills, making it accessible for hard to engage children, young people and adults,
and those who may find more conventional therapies difficult due to physical,
social and cultural factors.

Existing Child and Adolescent Mental Health Services provided within hospital
settings are not presently accessible to many people with mild to moderate
mental health needs. Artscape would be working to provide early intervention,
therefore being a preventative service.

New clients will be identified through existing services such as schools and youth
centres as well as self referral. We would be looking to expend the service across
the city in the future.

3.3 Partnership Working

As a new Social Enterprise it will be important to work in partnership with

established and respected organizations, in order to gain recognition. Working in
partnership with the providers of universal services, such as schools and health
centres, could ensure early identification of potential clients and prevention of
more severe mental distress. Liaising with other organizations would mean that
our social enterprise would benefit from joint service delivery, helping to break
down professional barriers and ensuring a high quality service.

Partnership working would reduce running costs. The use of the room within
existing buildings would eliminate the need to pay rent and reduce running costs,
whilst the partner agency would benefit from the provision of a high quality,
innovative service. Using facilities within the community such as schools, health
centres and youth centres would make the service accessible to people at the
right time, reducing waiting lists and minimizing the potential for deteriorating
mental health.

Artscape Business Plan July 2008 8

Being accessible at local level would get the project recognised and make it
easier to engage service users in the design, delivery and evaluation of the
service. Partnership working would enable us to put in joint bids for funding thus
spreading the cost of services across health and social care agencies.

4.0 Organisational Structure

The group was founded on: 22nd July 2008

4.1 Management Committee Structure

Chairperson Avril Neagle

Fully qualified Art Psychotherapist registered with the Health Professions
Council and a member of the British Association of Art Therapists.

Avril has experience of working within a CAMHS team, a secondary

school, a health recovery service and a pupil referral unit.

Prior to art therapy training Avril worked as a social worker for 12 years
with children and families.

Vice Chair Susanna Shakespear

Fully qualified Art Psychotherapist registered with the Health Professions
Council and a member of the British Association of Art Therapists.

Susanna has experience of working within a CAMHS team, facilitating an

art therapy group for adults, and working within a special needs secondary
school.

Secretary Bill Neagle

Treasurer Nicola Guy

Artscape Business Plan July 2008 9

5.0 Market Analysis / Identification of Need

5.1 Identifying the Level of Need within the Community

‘Promoting health and well-being’ is one of four key factors in the government’s
national plans for the Health Service. National priorities, as laid out in the
Trafford PCT business plan for 2008, are key factors in deciding where funds and
services are based at regional and local level. In Trafford, patient centred
services are central to future plans.

“There are lots of things we’ll be doing between now and 2013. Some of the most
exciting and ambitious of these include exploring new ways to bring services out
of hospitals and into communities. We are getting ready to offer people in Trafford
a very different experience of healthcare. That means challenging a lot of the
traditional thinking about where services belong.”
www.trafford.nhs.uk

The PCT is developing ways of working with a wide range of health care
providers and partner organizations such as Trafford Council, to ensure that
“provision is more innovative and services are more tailored to people’s needs.”
For example GP practices will be given a greater role in the community,
commissioning services individually according to the needs of their community
and client group.

Manchester has a diverse population and Trafford is no exception. According to

the 2007 English Indices of Multiple Deprivation, Manchester has an overall rank
of 4 out of 354 local authorities. Trafford is predominantly white, 89.7%, but has
pockets of ethnic groups; 5.1% Asian and 2.3% black. Within Trafford
unemployment is at 4.1%, and all people of working age claiming a benefit is at
13%.

According to the Department of Children, Schools and Families, the number of

children and young people in Trafford on the Child Protection Register is higher
than the National Average; 33 in every 10’000 as opposed to 25. The percentage
of children in Trafford primary schools with some special educational needs is 1%
and in secondary schools, 2%.

An article presented in The Guardian newspaper dated 13 th November 2007, ‘A

Place to Hide and Heal’ describes the benefits of art therapy in schools using an
example of a project in Newham, East London, boosted by lottery funding.

Artscape Business Plan July 2008 10

5.2 Competitor Analysis

Primary Competitor. Details

Name Place 2 Be

Address The Place 2 Be

13/14 Angel Gate
326 City Road
London
EC1V 2PT

Benefits of their location They are a national organization, grouped into

separate regional areas and hubs around the
country.

Service provided Counselling in primary schools, based on a person

centred play therapy model.

Facilities Place 2 Be is always based in a separate room

within the school building. This room is stocked
with art materials and play equipment.

Managers and Staff The Place 2 Be employs professionals and

volunteers from a variety of counselling and
psychotherapy backgrounds.

Each hub is managed by an area manager and

each school is managed by a school project
manager, who supervises the voluntary
counsellors.

Strengths A clear management structure ensures the delivery

of a high quality service.

Place 2 Be attracts student placements, providing

each school with voluntary counsellors, increasing
the schools value for money.

Weaknesses Not all volunteers and employees of Place 2 Be

are trained in specifically art or play therapy or
person centred counselling.

Place 2 Be only operates in primary mainstream

schools.

Artscape Business Plan July 2008 11

Secondary Competitor.
Name START in Salford: Arts Project

Address Brunswick House

62 Broad Street
Salford
M6 5BZ
Benefits of their location Located in the heart of Salford, within a deprived
area.

Service provided Creative arts based activities and training

opportunities for adults who are or maybe at risk of
experiencing mental health difficulties.

They are currently setting up a youth project.

Facilities START have their own building, providing plenty of

indoor space for workshops and storage.

Managers and Staff START employs service managers and free lance
artists.

Strengths They provide a safe space for adults to work in

creatively, focusing on vocational skills and
confidence building exercises.

Weaknesses They don’t provide a psychological service, it’s

purely arts based and is lacking in professional
therapeutic insight.

Artscape Business Plan July 2008 12

5.3 SWOT Analysis
STRENGTHS
 Artscape has the necessary skills,
qualifications, knowledge and experience
to deliver this service.
 Artscape would be addressing mental
health needs in the population, adhering to
government policies such as Every Child
Matters.
The service would be available to a wide
range of clients in community settings,
improving accessibility to psychological
therapies.
 Artscape will provide a person centred
service which can be tailored to peoples
needs.
 Artscape would be a subsidised service,
therefore enabling us to charge
establishments less than our main
competitor.
OPPORTUNITIES
 There is a significant gap in the market, as
reflected in national and local health
policies, which are looking at expanding
mental health services within the
community.
Many local services such as schools and
youth groups are interested in art therapy.
 There are many potential clients within a
range of community settings.
 As a social enterprise there are many
funding opportunities available.
 There is not much competition for our
service as it is innovative and unique.
5.4 Risk Analysis
Artscape Business Plan July 2008
WEAKNESSES
 We are a small, newly formed
organization.
 There is a lack of knowledge amongst
the general population and authorities
about what art therapy is and its potential
benefits.
 We have very little money.
 We are not as well known as other
conventional psychological services such
as Cognitive Behavioural Therapy.
 We are not as established as our main
competitor within Manchester.
THREATS
 We do not presently have evidence based
research tailored to individual needs of
organizations and potential clientele.
 We may not secure funding.
 Our main competitor is more established,
better known and has more money.
 Art therapy is in direct competition with
more conventional psychological therapies
within the health sector.
 Artscape would be dependant on individual
establishments to provide space and
opportunity in which to operate.
13
 Risk
We are a small newly formed organization
with little funding and resources for
advertising and marketing.
We are less well known than our more
established main competitor.
We are in competition with other more
established psychological therapies such
as CBT.
We do not presently have evidence based
research tailored to individual needs of
organizations and clientele.
We would be dependant on other
establishments such as schools and youth
or health centres, to provide space in
which to work.
Artscape Business Plan July 2008
Response to Risk
Initial funding would be spent on setting up a
website and providing marketing materials such as
leaflets, posters and adverts.
We are setting up a unique service and we would
not be limited to only working in schools, we are
securing work in other community settings.
Art therapy does not solely rely on verbal
communication so is more accessible to hard to
reach children, adolescents and adults with a
range of mental and physical disabilities.
We are currently looking to expand our knowledge
and skills in monitoring and measuring art therapy
with a variety of clients. We would be looking to
use a variety of evaluation tools. This is an
opportunity to develop an evidence base of art
therapy in the community.
We are flexible and able to use a variety of
different rooms and spaces in which to work. For
instance having portable equipment and being able
to establish boundaries in a variety of settings.
14
6.0 Operational Management and Functions
6.1 Financial procedures and systems

Financial systems take the following form:

 Record all financial information; financial updates there are two

authorised signatories to cheques; two of which must sign to validate
cheques.
 The group has appointed a firm of accountants to prepare Annual
Returns, in compliance with Companies House / Charity Commission
legislation / the demands of the organisations Constitution.

6.2 Monitoring and Evaluation

Monitoring and evaluation of service provision will be undertaken using

two methods:
Formative evaluation; which is undertaken on a regular basis as projects
and activities are rolling out and services are being provided. This allows
us to amend and improve our services provision in response to feedback
and comments from our user groups. Our evaluation methods will always
seek to be client centred.
Summative evaluation; which is undertaken at the conclusion of specific
project activity and programmes for action, this will include periodic review
of services in line with the operational plan, and annual reports.

6.3 Equal Opportunities and Diversity

The nature of the service will ensure that all referrals to the service are
properly assessed and given equal consideration and opportunities.
Artscape will champion equality and human rights for all; working to
eliminate discrimination, reduce inequality and build good relations
ensuring that everyone has a fair chance to participate in society, as laid
out by The Equality and Human Rights Commission.

6.4 Publicity and Promotion

Artscape will seek to promote itself within the community through

advertising; using leaflets, posters, newspaper and journal articles, as well
as through talks, workshops and educational open days at our services.
Artscape will also set up a website with direct links to health and
education sites easily accessible to potential clients and beneficiaries.

Artscape Business Plan July 2008 15

6.5 Health & Safety

The organisation has a comprehensive Health and Safety Policy, to

ensure compliance with current legislation. The policy will be updated on
a regular basis.

The organisation will adhere to all Health and Safety Policies of individual
host organisations, such as schools and health centres.

6.6 Insurance

Both art therapists currently working for Artscape are personally covered
by Public Liability Insurance. The company would guarantee that any
future employees would also be personally covered by Public Liability
Insurance and by Employer Liability Insurance.

Artscape Business Plan July 2008 16