Ronald's Realm Conceptbook

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.
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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.
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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.
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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.
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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
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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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