Ronald's Realm Conceptbook

StijnOom

Book about the concept 'Ronald's Realm', by Stijn Oom

RVDK

RONALD’S REALM

B&I reconsider stijn


table of contents

RVDK:

Inner Characteristics

The Concept: Innate consideration

The Concept: Target group / Benefits

The Concept: Ronald’s Realm

The Story: Realm 1

The Story: Realm 2

The Story: Realm 3

The Story: Realm 4

The Prototype: Explanation of the 3D model

The Prototype: Realm 1

The Prototype: Realm 2

The Prototype: Realm 3

Business Model: Introduction

Business Model: Estimation of costs

Business Model: Revenue Streams

Business Model: Sales & Costs

Business Model: Balance & Conclusion

Source List: Harvard Style

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2


Vision

Mission

Values

The world is full of beautiful things we

can’t see anymore, because we are too

busy to consider them, too ignorant to

appreciate them or too uneducated to

have any knowledge of them.

“too uneducated to

notice the beautiful

things around us”

To reinvent the notion of a couture

house for the future, shaking up the

fashion world with exhilarating and

mindful statements that inspire a movement

for behavioural change.

“inspire a movement

for behavioural change.”

Mindful, ethical and glamorous products

that underline and enhance a human’s

unique features and eccentrities.

To exude the power, class, joy, glamour,

rebelliousness and elegance of old

school couture.

“a mindful modern-day

story about rebellion”

3


innate consideration

In 2031, we will in a community-driven society with a

collectivist hive-mind.

We see a worldwide rise of conscious consumers

looking for sincere and true ethical values in the world

of fashion. This is a game-changer for sustainability and

inclusivity. Creative ways of solution-searching drive our

community to new methods of working with existing

materials.

However, not everyone agrees with this new trend.

Many individuals and companies still operate solely on

creating profit - being driven by greed. The lack of an

innate consideration surrounding sustainable living is

disturbing. So, how do we tackle this issue?

The difficulty of changing existing beliefs and opinions

has lead us to the roots of this issue: education.

While some educational companies are already

organising workshops in connection with the

environment, there still is a lack of implementation in

primary education, both in- and outside of school.

A new course of education is needed in order to give all

children a good foundation to start their working life in

2031. The educational program requires a good balance

between three functions: qualification, socialisation and

subjectification.

Mathematics, grammar and vocabulary are some examples

of important subjects that are being taught to our

children in primary education. They form the mental

foundation in order to function properly in our society.

While all these subjects are being taught frequently –

one very important, and extremely topical, subject is

missing out: Sustainability!

Thoughts, ideas and the perception of the world around

us are most moldable in the early stages of our lifes. At

roughly the age of 7, children enter the concrete operational

stage, in which they learn to understand and accept

the world around them.

They learn that not everyone shares the same thoughts

and feelings as they do. In this stage, the importance of

sustainability and how it affects our world can be introduced

to children.

I intend to offer an educational AR (augmented-reality)

based game, which will help children make sustainable

choices and contribute to a healthy society.

Ethical choices in the game are being rewarded, which

helps players understand that these actions have a

positive outcome. Players can have conversations with

their friends, parents and guardians about why the actions

they perform in the game are important and how

they can be implemented in their own lives.

4


customer segments

Our paying customer segment will be primary schools, educational

organisations (such as Montessori, Dalton and OGO), adults with

children & other individuals that would be interested in being educated

about a sustainable world.

The non-paying customer segment relates to a large part of the product

users: children aging 5+. Sustainability is a serious subject, yet

it can be taught in elementary school as the thoughts, ideas and the

perception of the world around us are most moldable in the early stages

of our lifes.

benefits

In the long run, the educational purpouse of the

AR game will help children make sustainable

choices and contribute to a healthy society.

Ethical choices in the game are being rewarded

with points, which helps players understand

that these actions have a positive outcome.

Players can have conversations with their

friends, parents and guardians about why the

actions they perform in the game are important

and how they can be implemented in their own

lives.

5


ronald’s realm of responsibility

In ‘Realm of Responsibility’, children aged 7+ or older embark on

an educational adventure. Their purpouse? To solve some of the

Fashion industries’ problems and gather the tools, materials and

knowledge they need in order to create a sustainable garment, together

with Ronald.

As players turn on their AR headset, a miniature world appears right

in front of them. This rendered, quadratic world resembles a 3D

version of a map as we know it. The difference is that this world has

actual depth and can be walked around, as if you were to look at an

architectural model - created out of real materials.

In this model, there are 4 different realm each player crosses, that

are of importance to the game its story;

1. A tree-rich forest, with in the middle a large deforested area. In

this area, many trees have been cut down and are piled on top of eachother.

Heavy machinery used for forestry, such as harvesters and

forwarders, are located at the scene.

2. A road next to a river surrounded by fields of flowers and crops.

Midway, the river turns into a dirty, polluted stream surrounded by

barren lands.

3. A large factory located near the roadside, pumping vast amounts

of waste into the river. The factory has large chimneys that produce

enormous smoke clouds.

4. A beautiful village with colourful houses. The village is located

upstream and harbours the workshop of RVDK.

6


realm 1

As one of the players, you start your

journey in a dense forest with an

empty inventory. While you follow a

path downhill, you hear sounds of

chainsaws and feel the thundering

vibrations of bulldozer tracks crushing

twigs and leaves. Animals scream as

trees come crashing down.

The Environment:

A tree-rich forest, with in the middle a large deforested area.

In this area, many trees have been cut down and are piled on

top of eachother. Heavy machinery used for forestry, such as

harvesters and forwarders, are located at the scene.

In this stage, the player reaches an

open area in which men are cutting

down the final trees left. The player

must give the right answer about

questions regarding deforestation and

the impact that the fashion industry

has on the flora & fauna around the

world.

If the questions are answered correctly,

you can persuade the men to stop

the destruction of the forest and allow

you to continue your journey.

The animals of the forest are in ecstasy

and grant you with the natural

materials from the cut-down trees that

could not be rescued. The items are

added to your inventory

Sample question:

We have to protect our forests in order to battle climate change, because:

A) Forests are fun to play in.

B) Trees provide us with oxygen.

C) We need wood in order to build our homes.

7


The Environment:

A road next to a river surrounded by fields of flowers

and crops. Midway, the river turns into a

dirty, polluted stream surrounded by barren lands.

realm 2

Next, you reach the edge of the forest.

The road narrows down and a small

river appears next to it.

Alongside the river grow many beautiful

plants and flowers in various colours.

The player has the ability to pick Saffran

flowers and you add them to your inventory.

As you continue, you realise that the

grass around you starts to darken and

the flowers dissapear. The player now

sees that the river has become all dirty.

The water has some sort of oils and

chemicals in it, while at some places

the river has even run dry.

Sample question:

Where does the most wastewater produced by human

activities end up?

A) It is purified and then re-used.

B) It is stored at safe locations.

C) It is discharged back in the sea without any purification.

In order to proceed, players must answer

questions about the impact the

fashion industry has on our natural

resourcesand our surroundings. Questions

can also be asked about the cotton

production, what materials are better

for the earth to use and why the production

of jeans is depleting our planet.

If the questions are answered correctly,

you continue on your journey upstream.

8


realm 3

Following the river concludes in

the player reaching a large factory.

Its towers are bellowing out

enormous clouds of smoke and

we see waste coming out of the

drainage pipes.

The Environment:

A large factory located near the roadside,

pumping vast amounts of waste into the river.

The factory has large chimneys that produce

enormous smoke clouds.

Inside, we discover many people

working behind printing and sewing

machines. Some of them

have been working for multiple

days in a row. The player is being

informed about this factory with

bad working conditions is called a

sweatshop.

In order to proceed, players must

answer questions about social

and cultural issues. If answered

correctly, you convince the overseer

of the factory that his workers

need better payment and

working conditions.

The workers are forever grateful

and grant you with some of their

high-quality fabrics. You leave the

factory and continue your journey

to RVDK.

Sample question:

What is a durable factory?

A) A factory that was built long ago and still functions.

B) A factory that produces toxic waste.

C) A factory that does not harm the environment.

9


The Environment:

Ronald’s workshop is located on

the edge of a cozy town, surrounded

by trees that mark the beginning

of a forest.

realm 4

Following the road, you eventually

reach a beautiful village

with bright coloured houses

surrounded by majestic trees,

plants and other vegetation.

The player notices a sense of

tranquility, as if the world here

is in balance. Birds are chirping

and the vague noise of

people talking can be heard in

the background.

Ronald his workshop is located

at the end of the street.

He opens the door and invites

you in.

You hand over your materials

from your inventory and as

a gift for your gooddoing, he

creates a unique garment just

for you.

10


THE PROTOTYPE

For the prototype, I have chosen to create a physical, 3D model

out of LEGO. The model represents the first three realms

of the storyline and are built in a poly-style microscale.

In this left image, the combined three realms are visible.

I have made the model in such a way that the seperate

realms - or components - can interlock. This way, the

small models form a storyline once connected.

The following slides contain detailed

images of each segment, with added

information. If you have not yet read the

storyline mentioned in the previous slides,

I highly suggest you do so in order

to get a better understanding of the concept

and its underlying story.

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Heavy machinery for

deforestation

REALM 1

bare

tree trunks

area prone to

deforestation

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field of saffron

flowers

REALM 2

healthy trees make place

for dead branches

Area of the river

being polluted

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Smoke being produced

by factory chimney

REALM 3

waste disposal

directly into the river

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RVDK

business model

B&I reconsider stijn oom

15


estimation of costs

Production:

The development of a game with basic- and additional features:

- Development with ARKit 150-170

- Basic admin panel 20-30

- Back-end (server-side data storage) 40-60

- User profile 10-20

- Menu 10-20

- Room dimension scanning 40-60

- Different sound effects 10-20

- Sync across devices (simultaneous use) 40-60

Total amount of hours low-end:

Total amount of hours high-end:

Total amount of hours on average:

320 hours

440 hours

380 hours

Total cost of development (average): €15.200,-

The above cost was calculated based on the average rate for app

development companies in Western Europe (€40/hour).

Distribution:

The game:

If sold seperately, the average digital distribution

costs for a single user’s download of an

AR video game title is $0.91. These costs will

be deducted from the sales of the game. The

game will also be published to Steam, a game

hosting platform with a single €100,- entry fee.

This fee can be recouped once the game has

earned over €1000,-.

No other distribution costs will be made for the

game or multiple game licenses.

The game + headset(s):

In order to sell our products to anyone who

does not yet own any AR equipment, we also

offer package deals. In this case, we are willing

to collaborate with any tech company that

produces AR gear. In this case, buying the VR

gear and creating a yearly subscription for any

package deal would work best.

Marketing:

A typical marketing budget is between

5 to 12% of the total revenue. Since

B2C’s usually spend more on marketing

than B2B’s, we can conclude that RVDK

will probably spend something along

the lines of 5-7% of the total revenue.

For RVDK, I think that we need a parttime

representative who reaches out to

different organisations in the country in

order to bring in buyers for the AR-game.

The yearly salary of a full time representative

is estimated at €28.000,- This

means that a part-time representative

will cost RVDK about €14.000,- yearly.

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revenue streams & active models

The 3 models that we will be using

for the concept are as follows:

1 2 3

Transaction model.

This model is active when the AR game is sold directly

to the customer on Steam, creating an instant

profit for RVDK.

This model is active when an independent customer

buys the game for personal use.

Price:

- €14.99,- per game (on Steam).

Costs:

- €100,- Steam entry price (non-recurring).

- €0.91,- distribution fee (per game sold).

An equipment leasing model.

This model is active when institutes or schools do not

own any AR-equipment themselves. In collaboration with

a tech-company such as Samsung, Apple or Sony, the AR

headsets can be leased to educational institutes or primary

schools. Both the tech-company and RVDK will earn a part

of the profit. The tech-company will repair/restore the AR

gear whenever damaged and/or broken.

Price:

- €30,- set monthly price.

- €16.99,- per AR-device with installed game.

(of which both RVDK and the collaborator receive 50%)

Subscription model.

This model is active when institutes or schools already

own AR-equipment and solely want to purchase the

game. The subscription model allows an organisation

to buy the AR-game for a dedicated period of time.

The subscription allows for free DLC (Downloadable

content) and access to multiple devices at the same

time.

Price:

- €20,- set monthly price.

- €2.99,- per device linked to the game.

Costs:

- €140,- tech support per organisation/school linked (yearly)

Costs:

- €45- tech support per organisation linked (yearly)

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Sales

& costs

year

1-3

year 1

year 2

year 3

Transaction model.

Games sold year 1: 430 x (€14.99 - €0.91) - (€100) = €7054.40,-

Games sold year 2: 1150 x (€14.99 - €0.91) + (€100) = €17192,-

Games sold year 3: 1820 x (€14.99 - €0.91) = €25625.60,-

Equipment leasing model.

Total Sales = €49872,-

Total of organisations/institutions/school applied: 13 x (12 x €30) = €4680,-

Total of AR devices with installed games leased: 78 x (€16.99 / 2) = €662,61,-

Total costs of tech support: 13 x €140 = €1820.-

Total of organisations/institutions/school applied: 25 x (12 x €30) = €9000,-

Total of AR devices with installed games leased: 132 x (€16.99 / 2) = €1121.34,-

Total costs of tech support: 25 x €140 = €3500,-

Total of organisations/institutions/school to apply: 49 x (12 x €30) = €17640,-

Total of AR devices with installed games leased: 294 x (€16.99 / 2) = €2497.53,-

Total costs of tech support: 49 x €140 = €6860,-

Total Sales = €35601,48

Total Costs = €12180

year 1

year 2

year 3

Subscription model.

Total of organisations/institutions/school subscribed: 17 x (12 x €20) = €4080,-

Total of devices linked to the subscribers: 83 x €2.99 = €248.17,-

Total costs of tech support: 17 x €45 = €765,-

Total of organisations/institutions/school subscribed: 41 x (12 x €20) = €9840,-

Total of devices linked to the subscribers: 212 x €2.99 = €633.88,-

Total costs of tech support: 41 x €45 = €1845,-

Total of organisations/institutions/school subscribed: 7 x (12 x €20) = €16080,-

Total of devices linked to the subscribers: 408 x €2.99 = €1219.92,-

Total costs of tech support: 67 x €45 = €3015,-

Total Sales = €32101.97

Total Costs = €5625

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Balance

conclusion

Given the outcome of the calculations, we can conclude that an AR video-game is a

very viable money-making option for Ronald van der Kemp. In the first three years,

we can see that RVDK would make an estimated profit of nearly €40,000,-.

Even though RVDK would have to make an investment of €15.200,- for the production

and development, this can easily be earned back in the 2nd year of sales, as the

break-even point lies here.

Mentionable is the fact that Ronald would only make such a profit, if all three business

models are applied. They all have seperate strenghts and weaknesses, which

is why one does not prosper without the other.

In other words: if Ronald would choose to dive into the digital world and the estimation

is somewhat close to correct, he could make a decent profit out of the concept.

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