Grab the Monet and Let's Gogh: A Growth Opportunity Analysis of SFMOMA Artist Gallery
Rosalie Chang, Diana Kim, Molly Zhang, Crystal Zheng
The Client: SFMOMA Artist Gallery
The San Francisco Museum of Modern Art (SFMOMA) is a modern art museum located in San Francisco, California. A non-profit organization, SFMOMA holds an internationally recognized collection of modern and contemporary art, and was the first museum on the West Coast devoted solely to 20th-century art.
The Problem to Solve
We will identify existing competition and analyze and adress the revenue growth for the SFMOMA Artists Gallery.
Examined two specific areas of analysis
- Customer acquisition
Engineering a Solution
Tools and Methodologies
- Quantitative: Using internal data, the team performed data cleaning, data modeling, and visualization to understand SFMOMA's financial and operations structure.
- Qualitative: Analyzed and mapped 79 competitors and conducted 25 interviews and 30 in-person surveys.
Recommendations and Deliverables
- Customer acquisition analysis: There is opportunity for pop-up exhibitions based on the team's analysis of total transactions by customer type.
- New art rental model: There is an opportunity for growth based on the team's analysis of rental transaction by customer type and higher spending amount.