Creating Canva - Prewrite Breakdown

Breakdown

20 scenes · 3 plot threads · 6 characters

Creating Canva

Synopsis: This story follows Canva founder Melanie Perkins on her mission to transform the once-arcane field of design and publishing.

Company Name: Canva

Mission Statement: To empower everyone in the world to design anything and publish anywhere.

Medium: Other

Problem

1."CRAZY HARD"Emotions: Frustrated
2.There Must Be a Better Way

Revelation

3.More Than a Design Problem

Inspiration

4.LightbulbEmotions: Inspired
5.Starting SmallEmotions: Hopeless

Struggle

6.Finding a NicheEmotions: Hopeful
7.Proof of ConceptEmotions: Optimistic, Valued, Creative
8.GrowingEmotions: Hopeful
9.OnwardEmotions: Hopeful
10.Silicon ValleyEmotions: Optimistic, Scared
11.The PitchEmotions: Rejected
12.First AdvisorEmotions: Powerful, Optimistic, Excited
13.Kite Surfing for CashEmotions: Rejected, Brave
14.Along Came CameronEmotions: Energetic, Optimistic, Hopeful

Passion

16.At LastEmotions: Valued, Excited
17.And Then SomeEmotions: Valued, Connected
18.Target AcquiredEmotions: Uneasy
19.Design for the WinEmotions: Grateful, Victorious

Impact

20.A Changing LandscapeEmotions: Energetic, Hopeful, Validated

Plot threads

Product
- Professional tools are too hard to master.
- Design specs are complicated.
- Melanie knows how designing and publishing can be made simpler.
- Fusion Books
- MVP build begins.
- Canva v1 development begins.
Team
- Melanie and Cliff get to work.
- They meet Bill Tai.
- Lars Rasmussen becomes an advisor.
- Lars recruits Cameron Adams as a tech co-founder.
- Dave Hearnden comes on board.
Funding
- $50k Family & Freinds
- Bill Tai leads with $25k
- 100+ rejections
- $1.6M from Angles and VCs
- $1.4M from Australian government

Characters

Melanie PerkinsAsian · FemaleCore Problem: Needed a simpler approach to getting complete beginners up and running with design and publishing.Special Skills and Talents: Lifelong over-acheiver. Will do whatever it takes, even take up kite surfing to get her company off the ground.
Cliff ObrechtWhite · Male
Bill TaiAsian · Male
Lars RasmussenWhite · Male
Cameron AdamsAsian · Male
Dave Hearnden

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