ArteDei – Sightseeing on Canvas

Paintings of cities and places that you like. Pictures of sightseeing hotspots and places in painting style on canvas, acrylic glass or posters. As a gift for friends or as a memento of your vacation in the form of a painting for you at home. 

ArteDei sees itself as a modern interpreter of culture, art and design. ArteDei is a company from Vienna / Austria – one of the largest cultural capitals in Europe. ArteDei offers affordable art in the form of art prints with themes that appeal to tourists. The motifs coincide with the areas of interest of the founders of ArteDei and represent an ever-growing gallery of works of art. ArteDei would like to convert photo motifs into paintings for its customers, which should always keep the customer in mind. The customer has the choice of having works of art produced on different carrier materials (we initially offer canvas, acrylic glass and posters (paper roll)). The works are priced between EUR 30 and EUR 900. The right format is available for every taste, every application and every budget. Of course, the works meet the current highest standards in terms of quality, design, color fastness, durability and robustness. The art print also makes it possible to respond flexibly to customer requirements in terms of size and coordination with spatial surroundings.

ArteDei offers – compared to competitors offers – really new, individual art on a main topic (city tourism). In contrast to photo pages, ArteDei offers photos that have been artistically post-processed and represent a total work of art. The images are strongly related to tourism and cover the broad field of city tourism.

Our target market

Our target market is the city tourism market. Austria alone is visited by around 20 million citiytourists every year. We estimate the market at around 500 – 1,000 million tourists worldwide. We are starting with a small selection of cities (Vienna, Paris, Rome, Berlin) and are expanding our range of options. Each city has its own target audience segment (e.g. Vienna is mainly visited by German, Italian, American, Russian and Chinese tourists). Therefore, a separate marketing strategy must be created for each city offered.

Marketing

Marketing is initially carried out through advertising and blog posts in social media. Attempts are also being made to position the brand via influencers in the hotels / travel sector and by providing traveling plans as content marketing in a blog. Also ads on major airports (where every 2nd citytourist lands) are considered. Later we´ll turn to place advertisements in large travel magazines (e.g. Conde Nast) and in travel search engines.

Business model

We produce the content ourselves and we hire artist friends. We have the products printed by external partners and delivered by white label. The products cost us about 33% of the retail price. incl. taxes, production costs, return costs, shipping etc. remain between 10 and 40% contribution margin depending on the product type. The logistics are supervised by us using digital tools, but are physically completely outsourced and are already factored into the prices.

Potential

Since the citytourism market is very large, we think we have a good chance of gaining a foothold. We start with a small group of cities and want to address the relevant target group there. We expect 200 – 1,000 works to be sold in the first 12 months. Once this step has been overcome, the marketing and the cities offered would be further expanded. The next milestone would then be to sell 200 images / month. With the appropriate matrix establishment, there is nothing to prevent a value of 200-1,000 images / day in the foreseeable future. The target margin per image is EUR 15 – EUR 500 (we calculate EUR 200 on average).

About us

My wife and I have been interested in art, architecture and design since we met. In her free time my wife likes to paint (abstract) and I have already organized several exhibitions for her. My wife also sells her pictures through her own internet shop. Another of our hobbies is traveling and photography. My passion is among other things architectural highlights, but also special vehicles and vehicle design. I pursue both on our regular city trips. I mostly photograph urban and architectural highlights, objects with interesting designs and beautiful cars that line my path.

At one of my wife’s exhibitions, I presented artistically post-processed pictures and they were very well received by the audience. That was the trigger that I decided to make these pictures accessible to a wider audience together with the pictures of my wife. That was the hour of birth of ArteDei. We want to offer our audience affordable art with the flexibility of different size formats and carrier materials.