Siterma 1

Sustainable Business Project

Design in Second LifePlanning for Efficiency and Aesthetics

Sitearm Madonnasitearm@gmail.comwww.siterma.com

Siterma Consultants and ExpeditorsSecond Life Virtual Worlds Projects

Siterma 2

Sitearm Madonna

• Resident in Second Life since October 2005– Came from “city building game” online community– Goals focus on building a strong economy and high

quality of life

• Primary SL portfolio: Dublin in SL, USC Center for Public Diplomacy, Diegoland– Consulting and Project Management

• Pre-SL Background– Education in Physics, Systems Engineering– Work experience in Corporate Information

Technology, Entrepreneurial Organization Development

Siterma 3

Agenda

• Introduction

• Sustainability Defined

• Sustainability Elements in Second Life

• Case Study Comparison

• Summary

Siterma 4

Sustainability

• Sustainability means longevity

– Jericho – Oldest continuously inhabited city

on earth

– Greek Alphabet – Oldest alphabetic script in

continuous use today

– See: Metaverse Messenger 01-16-2007

– Or Google: “sustainable design”

Siterma 5

Sustainability Elements

• Sustainability requires efficiency and aesthetics

– Working with constrained resources

– Attraction

• PRESENTING THE SUSTAINABILITY CONCEPT MODEL VERSION 1-0...

Siterma 6

Sustainability Concept Model 1-0(Patent Pending)

Aesthetics

Sustainability Efficiency

Investment

Attraction

Investment

Exceeds

Expenditure

Siterma 7

Conditions for Sustainability in Second Life

• Sustained Positive Energy– Investment: Time, Attention, Enthusiasm, Money– Return: Growth, Challenge, Pleasure, Fun, Service,

Income

• Efficient Use of Resources– Prims, Square Meters, Textures, Milliseconds,

Designers, Consultants, Staff, Talent

• Financial Viability– Tier, Operating Expenses

• Attraction– Traffic, Group

– Publicity, Word of Mouth, Income

Siterma 8

Case Study in SL Sustainability

Dublin in SL• Themed Entertainment Sim –

Dublin, Ireland– Opened 29th April, 2006

– Regularly featured in worldwide media

– Popular photorealistic build

– Popular live music events featuring SL and RL artists

– Several artists debuted in SL in DublinSL

– Regular weekly simulcasts

• Dublin in SL School of Event Management– Outsourced three other sim

projects to date in 2007

Diegoland• Themed Entertainment Sim –

San Diego, CA– Opened 5th May, 2007

– First print article July 2007

– Popular photorealistic build

– Unique terraform simulating rural, urban, beach areas

– Popular live music events featuring SL and RL artists

• Shares Dublin staff and event management

Siterma 9

Dublin in SL - Beatlefest

Ham Rambler "cuts a rug" at the Second Life Beatlefest held Monday October 9th

as a tribute on John Lennon's 66th birthday. Ten artists played 50 songs live. Two

concerts were held serving both UK and US evening hours. Stats showed that

200 listeners from 20 different countries enjoyed the concerts.

Siterma 10

Dublin in SL – Bedford Simulcast

Tony Moore's latest innovation is his special arrangement to simulcast

Bedford UK Artist performances into Second Life every Thursday.

Moore's audiences “are fascinated and highly entertained by the

unique concept and colourful spectacle that they are part of."

Siterma 11

Diegoland – Balboa Park

View from Balboa Park looking North: Balboa Theatre Marquee and

Dome on left, back of Louis Building on right, California Tower and

Dome in distance.

Siterma 12

Diegoland – Croce’s Simulcast

MidKnight Auer a.k.a. David Patrone brings a real jazz quartet

streaming live from real gigs into Second Life venues weekly. Shown

here is Auer performing simultaneously from Croce's Restaurant and

Jazz Bar in real world San Diego into Club Wicked.

Siterma 13

Dublin and DiegolandComparison Statistics

• Efficient Use of Resources– Money, Prims, Square Meters, Textures,

Milliseconds, Designers, Consultants, Staff, Talent

• Attraction– Traffic, Group– Publicity, Word of Mouth, Income

• Financial Viability– Tier, Operating Expenses

• Sustained Positive Energy– Growth, Challenge, Pleasure, Fun, Service

– Time, Attention, Enthusiasm, Money

Siterma 14

Efficiency - Prims

Dublin in SL• Available 15,000

• Used 14,212– Venues (6), Facades

– 2,763 Rent Used (17/21)

– 437 Rent Liability

• Free 788– Buffer 2,000

– Growth (1,212)

Diegoland• Available 15,000

• Used 10,309– Venues (6), Facades

– 2,241 Rent Used (21/21)

– 1,309 Rent Liability

• Free 4,691– Buffer 2,000

– Growth 2,691

Siterma 15

Attraction, Growth, Income

Dublin in SL• Average Daily Traffic

– August 17,700

– July 15,700

• Average Group Size– August 4,700

– July 4,600

• Monthly Income USD– In World 150.00

– Real World 425.00

Diegoland• Average Daily Traffic

– August 4,800

– July 5,300

• Average Group Size– August 500

– July 420

• Monthly Income USD– In World 170.00

– Real World 0.00

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Siterma 16

DublinSL.com

Siterma 17

Awareness

Dublin in SL• Media Hits

– 1/month

– Radio, Television, Print

• RL Presentations

– Live – Warner Music UK, IBM UK, Dublin Tourist

– Email/Phone – 4/month

• Google Hits

– “Dublin in SL” 800

– “Ham Rambler” 380

Diegoland• Media Hits

– 1/quarter

– Print

• RL Presentations

– Email/Phone – 10/month

• Google Hits

– “Diegoland Second Life” 3

– “Champion Valiant” 10

Siterma 18

Next Steps

Dublin in SL• Goals

– Double current traffic

– Add new types of events

– Add new types of venues

– Acquire further outside funding

• New Development

– Restore Dublin 1 prim buffer

– Dublin 2 “Shamrogue Island”build in progress (RL funded)

– Dublin 3 build in progress (RL funded)

Diegoland• Goals

– Double current traffic

– Continue adjusting event mix

– Increase media hits

– Acquire first outside funding

Siterma 19

Summary

• Sustainability means “longevity”

– A sustainable design is efficient and aesthetic

– It attracts resources and uses them well

– Sustainability is in itself attractive

• Lessons learned operating Dublin in SL have

been successfully used to “jump start” Diegoland

– Prim budget planning for growth

– Earlier achieved media hits

– Efficient sharing of generic costs freeing some

investment for further elaborating unique themes

Siterma 20

Thank You!

• More Information:

www.siterma.com - Sustainability Design Info

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