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Business Proposal
From VA Director, photographer, storyteller Andrew D Flanagan
Business Proposal
Taking back our place as custodians of creation.
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Executive Summary
The VA Network is a pioneering not-for-profit streaming service dedicated to amplifying the voices, stories, and cultural heritage of Indigenous and First Nations peoples globally. Founded on principles of reciprocity, relationality, and deep respect for traditional knowledge systems, The VA Network transcends conventional media platforms by fostering genuine connection, cultural preservation, and impactful action. Unlike extractive models prevalent in mainstream media, The VA Network ensures that all proceeds are reinvested directly back into Indigenous communities, creators, and conservation efforts, embodying the ancient law of “Ngapagi Ngapagi” (give-give) [1].
At its core, The VA Network serves as a digital campfire, a sacred gathering place where ancient wisdom meets modern technology. It provides a vital platform for Indigenous storytellers, filmmakers, artists, and knowledge keepers to share their narratives, languages, and traditions with a global audience. This initiative is not merely about content consumption; it is about fostering a profound understanding of Indigenous ways of knowing and being, inspiring collective healing, and guiding humanity back into right relation with the land and each other [2].
The organization operates through a unique “Fire Protocol,” an ethical framework that ensures stories are shared with integrity, respect, and accountability to the communities from which they originate. This protocol empowers Indigenous communities with veto power over content that misrepresents or exploits their heritage, safeguarding the authenticity and sacredness of their narratives [3].
Key initiatives include:
- Give: Awareness: A curated database spotlighting non-profits and businesses dedicated to uplifting native communities and the environment, fostering connections and cultural exchange [4].
- VA Studio: A production house and storykeeping studio that collaborates with Indigenous communities to create feature films, series, and documentaries, ensuring reciprocal filmmaking models where profits flow back to the people whose knowledge is shared [5].
- Academic Works: A free and open repository of Indigenous-led research, critical thought, and academic texts, challenging traditional knowledge gatekeeping and making vital information accessible to all [6].
- Marketplace: A platform for ethical trade, connecting consumers directly with Indigenous artisans and designers. Every purchase supports cultural preservation, empowers creators, and reinvests 33.3% into projects, 33.3% to people, and 33.3% to places, embodying the “Ngapagi Ngapagi” philosophy [7].
This business plan outlines The VA Network’s strategic vision, operational framework, and financial needs to expand its reach and deepen its impact. By securing funding, The VA Network will continue to be a beacon for cultural revitalization, environmental stewardship, and a global movement towards a more equitable and interconnected world.
1. Organization Description
The VA Network is a pioneering not-for-profit organization established to address the critical need for authentic representation and equitable engagement with Indigenous and First Nations cultures in the digital age. It operates as a global streaming service and a relational network, providing a dedicated platform for the amplification of Indigenous voices, stories, and knowledge systems. The organization is built upon ancient principles of reciprocity, relationality, and custodianship, aiming to re-establish balance in a world that has often forgotten its connection to land, culture, and community [1, 2].
Legal Structure and Governance: The VA Network operates as a not-for-profit entity, a deliberate choice rooted in its foundational philosophy that stories and knowledge are gifts, not commodities to be exploited for financial gain. This structure ensures that all resources generated are reinvested into its mission, directly benefiting Indigenous communities, creators, and the preservation of cultural heritage. The organization is guided by a diverse council of knowledge keepers, filmmakers, storytellers, Elders, academics, activists, and community leaders from around the world. This council, operating under the “Fire Protocol,” ensures that decisions regarding content and operations are made through collective sense-making and deep listening, upholding the integrity and sacredness of the stories shared [3].
Core Philosophy and Values: The heart of The VA Network lies in the concept of “Ngapagi Ngapagi” (give-give), a Central Desert saying that embodies a continuous loop of generosity and mutual sustenance. This philosophy permeates every aspect of the organization, from its revenue-sharing models to its commitment to environmental stewardship. The VA Network views knowledge not as something to be hoarded or sold, but as a living entity meant to flow freely, fostering connection and collective healing. Its values are deeply rooted in Indigenous wisdom, emphasizing:
•Reciprocity: A commitment to giving back to the communities, creators, and lands that provide the stories and knowledge.
•Relationality: Recognizing the interconnectedness of all life and fostering respectful relationships between people, land, and spirit.
•Custodianship: Upholding the responsibility to care for stories, culture, and the environment for future generations.
•Authenticity: Ensuring that Indigenous narratives are presented with integrity, respect, and community oversight.
•Accessibility: Making vital knowledge and cultural content freely available, challenging traditional gatekeeping mechanisms [1, 2, 3].
Origin Story: The genesis of The VA Network is deeply personal and spiritual, born from a profound conversation between founder Andrew D Flanagan and his mentor and Elder, Dig Jones, around a campfire. This foundational experience instilled the understanding that stories are not merely tales but maps, medicine, and law, essential for guiding humanity back into balance. The platform was envisioned as a digital campfire, a sacred space to gather, listen, and share truths that have been carried through generations, ensuring their continuity and relevance in the modern world [2].
Operational Model: The VA Network functions as a multi-faceted digital ecosystem, comprising a streaming service, an educational repository, a community engagement platform, and an ethical marketplace. Its operational model is designed to be mobile, adaptive, and deeply relational, working directly with Indigenous communities globally. The organization prioritizes ethical engagement, ensuring that Indigenous voices are not just included but centered, respected, and empowered throughout the entire process of content creation, dissemination, and impact generation [5].
Uniqueness and Competitive Advantage: The VA Network distinguishes itself from mainstream streaming services and media platforms through its unwavering commitment to Indigenous sovereignty, cultural integrity, and a non-extractive model. Its unique value proposition lies in:
•Ethical Framework (Fire Protocol): A robust system for vetting content and ensuring community consent and benefit, preventing cultural appropriation and misrepresentation [3].
•Reciprocity-Based Economy: Direct reinvestment of all proceeds back into Indigenous communities, creators, and land care, fostering sustainable economic and cultural ecosystems [1, 7].
•Deep Relationality: A focus on building genuine, long-term relationships with Indigenous communities and knowledge holders, rather than transactional engagements [2, 5].
•Holistic Impact: Measuring success not just by viewership, but by tangible outcomes in cultural preservation, community empowerment, environmental restoration, and intergenerational knowledge transfer [4, 8].
•Authentic Storytelling: Providing a platform for narratives rooted in place, truth, and lore, offering perspectives often marginalized or distorted by mainstream media [1].
By embodying these principles, The VA Network is not just a media platform; it is a movement for cultural revitalization, social justice, and ecological healing, offering a vital pathway for global audiences to engage with Indigenous wisdom in a respectful and transformative way.
2. Mission, Vision & Values
Mission Statement
The VA Network’s mission is to amplify the voices of Indigenous and First Nations peoples and their allies from around the world, fostering cultural preservation, global connection, and inspiring action for conservation, understanding, and collective healing through the power of storytelling, film, art, and song. We are dedicated to giving back to the communities from where these stories originate, embodying the ancient law of reciprocity and ensuring that good story, the only tool that matters, endures and remains relevant for generations to come [1].
Vision Statement
Our vision is a world where Indigenous wisdom guides humanity back into balance and right relation with the land, each other, and all sentient beings. We envision a future where diverse Indigenous narratives are honored, accessible, and serve as blueprints for sustainable living, fostering a global community rooted in respect, understanding, and shared custodianship of creation. The VA Network seeks to be the digital campfire where this collective remembering and reimagining takes place, illuminating pathways for a future shaped by ancient truths [2].
Core Values
The VA Network operates on a foundation of deeply held values, derived from Indigenous knowledge systems and practices. These values are not merely guiding principles but are actively woven into every aspect of the organization’s operations, content curation, and community engagement:
•Reciprocity (Ngapagi Ngapagi): This core value, meaning “give-give,” underpins our entire model. We believe that knowledge and stories are gifts, and our responsibility is to ensure that the act of sharing is met with tangible returns to the communities, creators, and lands from which they originate. This includes direct financial reinvestment, resource sharing, and mutual support, fostering a continuous cycle of generosity and sustenance [1, 7].
•Relationality: We recognize that all things are interconnected – land, people, stories, and spirit. Our approach emphasizes building genuine, respectful, and long-term relationships with Indigenous communities and knowledge holders. We prioritize deep listening, collaborative sense-making (Wangu), and ethical engagement that honors the intricate web of relations that sustain life [2, 3].
•Custodianship: We act as custodians of stories, cultural heritage, and the environment, rather than owners or exploiters. This involves a profound responsibility to care for, protect, and pass on knowledge and traditions in their authentic forms, ensuring their vitality and relevance for future generations. We are committed to land care and conservation efforts as an integral part of preserving the stories embedded within the landscape [2, 7].
•Cultural Integrity and Sovereignty: We uphold the inherent right of Indigenous peoples to control their narratives, intellectual property, and cultural expressions. Our “Fire Protocol” ensures that content is shared with explicit consent, respect for traditional protocols, and community oversight, including veto power over misrepresentation. We are dedicated to decolonizing storytelling and challenging extractive practices [3, 5].
•Authenticity and Truth-Telling: We are committed to providing a platform for genuine Indigenous voices and perspectives, free from appropriation, distortion, or tokenism. Our content is rooted in place, truth, and lore, offering profound insights and challenging dominant narratives. We believe that “right story” is medicine, capable of healing and guiding humanity [1, 2].
•Accessibility and Open Knowledge: We believe that vital Indigenous knowledge should be accessible to all, without paywalls or institutional barriers. Our commitment to being a not-for-profit organization reflects this value, ensuring that the wisdom shared through our platform reaches a global audience, fostering understanding and inspiring action [6].
•Community Empowerment: We empower Indigenous communities and creators by providing resources, training, and platforms that enable them to tell their own stories, lead their own initiatives, and thrive on their own terms. We support grassroots projects and initiatives that strengthen community resilience and self-determination [4, 5].
These values collectively define The VA Network’s unique identity and drive its unwavering commitment to fostering a more just, equitable, and culturally rich world, guided by the enduring wisdom of Indigenous peoples.
3. Program & Services
The VA Network offers a multifaceted suite of programs and services designed to fulfill its mission of amplifying Indigenous voices, preserving cultural heritage, and fostering global understanding through storytelling. These offerings are deeply integrated with the organization’s core values of reciprocity, relationality, and custodianship, ensuring that every program contributes to a sustainable and equitable ecosystem for Indigenous creators and communities.
3.1. The VA Network Streaming Platform (www.discover.thevanetwork.org)
At the heart of The VA Network is its streaming platform, a digital campfire where a diverse array of Indigenous-led content is made accessible to a global audience. This platform is meticulously curated to feature films, series, voices (podcasts/audio), collections, and content specifically for children, all rooted in authentic Indigenous perspectives and lore [1, 2].
Key Features:
•Curated Content Library: A growing collection of high-quality films, documentaries, series, and audio content created by Indigenous storytellers from around the world. Content is selected based on adherence to the Fire Protocol, ensuring cultural integrity and community consent [3].
•Thematic Collections: Content is organized into meaningful collections that highlight specific themes, regions, languages, or cultural practices, allowing users to delve deeper into Indigenous knowledge systems.
•Kids Section: Dedicated content designed to engage and educate younger audiences, fostering an early appreciation for Indigenous cultures and values [1].
•Accessible Viewing: The platform is designed for ease of use, providing a seamless streaming experience across various devices, making vital Indigenous stories accessible to a broad demographic.
Unique Value Proposition: Unlike mainstream streaming services, The VA Network’s platform is not driven by algorithms designed for consumption but by a commitment to relationality and respectful engagement. It serves as a living archive, ensuring that traditional stories and contemporary Indigenous narratives are preserved and passed on, rather than being commodified or lost. The platform’s existence directly supports Indigenous creators through reciprocal models, ensuring fair compensation and ownership of their intellectual property [5].
3.2. The VA Network Explorer (www.explore.thevanetwork.org)
The VA Network Explorer is a groundbreaking initiative that leverages technology to connect users with Indigenous lands and the stories embedded within them. This program offers a unique point of difference, providing an immersive experience of
experiential storytelling on Country, making the connection between story and place tangible [1].
Key Features:
•Geospatial Storytelling: Integrates Indigenous narratives directly with the landscapes and territories they originate from, allowing users to discover stories tied to specific locations.
•Immersive Experience: Aims to provide a deeper understanding of Indigenous spatial knowledge and the concept of Country, moving beyond passive viewing to active engagement with the land and its lore.
•Cultural Immersion: Offers a unique opportunity to learn about Indigenous cultures through the lens of their deep connection to ancestral lands, highlighting the point of difference of experience story on Country.
Unique Value Proposition: The Explorer is a powerful tool for decolonizing geographical understanding and fostering a profound respect for Indigenous land stewardship. It transforms the act of discovery into an act of relationality, inviting users to engage with Indigenous territories not as mere physical spaces but as living entities imbued with history, meaning, and sacred narratives. This initiative directly supports land-based knowledge systems and contributes to the preservation of Indigenous languages and cultural practices tied to specific places [1, 2].
3.3. Give: Awareness (thevanetwork.org/give-awareness/)
Give: Awareness is a curated database and platform dedicated to spotlighting and supporting non-profit organizations and businesses that are actively uplifting native communities and contributing to environmental preservation. It serves as a vital bridge between impactful initiatives and a global audience seeking to engage with and support ethical causes [4].
Key Features:
•Curated Database: Features peer-vetted non-profits and businesses focused on Indigenous communities and environmental efforts, ensuring authenticity and impact.
•Story Amplification: Amplifies the missions and endeavors of featured organizations, attracting supporters, partners, and resources.
•Community Empowerment: Provides a platform for local businesses and grassroots organizations to tell their stories, boosting their visibility and sustainability.
•Global Networking: Connects featured entities with a global network of individuals, organizations, and potential collaborators, fostering cross-border partnerships and knowledge exchange.
•Resource Mobilization: Facilitates fundraising and resource mobilization for featured non-profits, including crowdfunding campaigns.
Unique Value Proposition: This initiative embodies the “give-give” philosophy by directing attention and resources to organizations doing critical work on the ground. It challenges conventional philanthropic models by emphasizing direct community support and fostering a more inclusive approach to social impact. By showcasing these initiatives, Give: Awareness inspires lasting action and contributes to economic growth within underserved communities [4].
3.4. VA Studio (thevanetwork.org/studio/)
VA Studio functions as a production house and storykeeping studio, dedicated to creating and funding feature films, series, and documentaries that center Indigenous voices and worldviews. It operates on a model of reciprocity, reclamation, and remembering, ensuring that stories are carried with care and integrity, rather than being extracted or commodified [5].
Key Features:
•Full Production & Development: Collaborates with Indigenous communities to develop and produce high-quality cinematic content.
•Funding & Support: Invests in Indigenous-led storytelling projects, providing essential resources, training, and tools.
•Reciprocal Filmmaking Models: Implements direct revenue-sharing and ownership models, ensuring that profits flow back to the Indigenous artists, knowledge holders, and communities whose stories are shared. This directly counters the extractive practices prevalent in the mainstream film industry.
•Strategic Consulting: Offers expertise to non-profits, brands, and organizations seeking to decolonize their storytelling approaches and engage respectfully with Indigenous narratives.
Unique Value Proposition: VA Studio is a critical intervention in the media landscape, re-establishing ethical frameworks for Indigenous storytelling. It ensures that Indigenous narratives are not just documented but activated, serving as medicine and guidance for a world in need of healing. The studio’s commitment to relational accountability over authority ensures that communities retain veto power over content, safeguarding the authenticity and sacredness of their stories [3, 5].
3.5. Academic Works (thevanetwork.org/academic-works/)
Academic Works is a free and open repository of Indigenous-led research, critical thought, and academic texts. This initiative challenges the traditional gatekeeping of knowledge by making vital information accessible to all, without paywalls or institutional barriers. It embodies the principle that knowledge is a living thing, meant to flow freely and be carried in relation [6].
Key Features:
•Open Access Repository: Provides unrestricted access to published articles, long-form essays, PhD theses, and other academic reflections from Indigenous scholars and allies.
•Knowledge in Motion: Presents knowledge not as static content but as a dynamic process of collective sense-making (Wangu), encouraging dialogue and shared responsibility in learning.
•Decolonizing Academia: Actively works to dismantle the fences built around knowledge by traditional academic institutions, ensuring that Indigenous knowledge is returned to the fire—the community—where it belongs.
Unique Value Proposition: This program is a powerful act of decolonization, asserting Indigenous intellectual sovereignty and ensuring that critical research and thought are accessible to the communities they serve. It fosters a more equitable global knowledge ecosystem, allowing Indigenous perspectives to inform and reshape broader academic discourse and public understanding [6].
3.6. Marketplace (thevanetwork.org/marketplace)
The VA Network Marketplace is an ethical e-commerce platform designed to connect consumers directly with Indigenous artisans and designers globally. It operates on a model of radical reciprocity, where every purchase is an act of cultural preservation, economic empowerment, and a direct contribution to the well-being of Indigenous communities and lands [7].
Key Features:
•Curated Indigenous Products: Offers handcrafted textiles, intricate carvings, limited edition prints, digital works, books, and apparel, all imbued with story and cultural significance.
•Direct Support for Artisans: Ensures that Indigenous artists, makers, and knowledge keepers receive their rightful share of proceeds, countering exploitation prevalent in global markets.
•Reciprocal Revenue Distribution: A unique model where 33.3% of proceeds go directly to funding projects, 33.3% to the people (artists/makers), and 33.3% to the places (land care/conservation efforts), embodying the “Ngapagi Ngapagi” philosophy.
•Pay What You Can Model: Offers flexible pricing options, allowing individuals to contribute based on their financial capacity, fostering inclusivity and communal support.
•Story-Rich Exchange: Every item is presented not just as a product but as a piece of knowledge, a thread in the great weave of culture and tradition, inviting buyers to become part of the story.
Unique Value Proposition: The Marketplace transcends conventional commerce by transforming transactions into sacred exchanges. It provides a direct, ethical pathway for consumers to engage with and support Indigenous economies, ensuring that cultural creations are valued on their own terms and contribute directly to the sustainability of Indigenous livelihoods and ancestral lands. It is a powerful demonstration of how economic activity can be rooted in relationality and contribute to holistic well-being [7].
4. Market Analysis
The VA Network operates within a dynamic and evolving market landscape, characterized by increasing demand for authentic, diverse, and ethically sourced content, particularly from underrepresented communities. This section analyzes the market need, identifies the target audience, and outlines the competitive environment.
4.1. Market Need
The global media and entertainment industry, while vast, has historically marginalized or misrepresented Indigenous voices and narratives. There is a significant and growing market need for platforms that:
•Provide Authentic Indigenous Content: Mainstream media often lacks genuine Indigenous perspectives, leading to stereotypes, cultural appropriation, or a complete absence of Indigenous stories. There is a strong desire from both Indigenous and non-Indigenous audiences for content created by and for Indigenous peoples, reflecting their diverse cultures, languages, and worldviews [1, 2].
•Support Ethical Engagement: Consumers are increasingly conscious of the ethical implications of their consumption choices. There is a rising demand for platforms that demonstrate social responsibility, fair trade practices, and direct benefit to source communities, moving away from extractive models [7].
•Foster Cultural Preservation and Revitalization: Indigenous communities globally are actively engaged in efforts to preserve and revitalize their languages, traditions, and knowledge systems. Platforms that support these efforts are crucial for intergenerational knowledge transfer and cultural continuity [2, 8].
•Offer Educational and Transformative Experiences: Beyond entertainment, there is a growing interest in content that offers deep cultural insights, promotes understanding, and inspires action towards social and environmental justice. The VA Network’s focus on “right story as medicine” directly addresses this need [1, 2].
•Bridge Digital Divides: Many Indigenous communities, particularly those in remote areas, face challenges in accessing digital platforms and sharing their stories with a wider audience. A platform that actively works to bridge these divides and empower local storytellers is essential [5].
4.2. Target Audience
The VA Network serves a diverse and global audience, encompassing several key segments:
•Indigenous Communities and Creators: This is the primary audience, both as content creators and consumers. The platform provides a space for self-representation, cultural affirmation, and economic empowerment. It serves as a vital resource for cultural preservation, language revitalization, and community building [1, 2, 5].
•Educators and Academic Institutions: Universities, schools, and research institutions are increasingly seeking authentic Indigenous resources for curricula development, research, and decolonization efforts. The Academic Works initiative directly caters to this segment, providing open-access, Indigenous-led scholarship [6].
•Ethical Consumers and Socially Conscious Individuals: A growing demographic of consumers who prioritize ethical sourcing, social impact, and support for marginalized communities. This audience is drawn to The VA Network’s reciprocity model and its commitment to direct benefit for Indigenous peoples and the environment [7].
•Documentary and Independent Film Enthusiasts: Audiences interested in diverse, thought-provoking, and culturally rich storytelling that often falls outside mainstream commercial offerings. VA Studio’s productions appeal to this segment [5].
•Environmental and Social Justice Advocates: Individuals and organizations committed to environmental protection, human rights, and social equity. The VA Network’s focus on land care, Indigenous rights, and collective healing resonates strongly with this group [1, 4].
•General Public Seeking Cultural Understanding: A broad audience interested in learning about different cultures, expanding their worldview, and engaging with content that promotes empathy and global connection [1, 2].
4.3. Competitive Landscape
The VA Network operates in a unique niche, distinct from traditional media giants and even many non-profit media organizations. While direct competitors are few, it exists within a broader landscape of content providers and cultural initiatives:
•Mainstream Streaming Services (e.g., Netflix, Amazon Prime Video): While these platforms offer vast libraries, their Indigenous content is often limited, lacks authentic representation, or is produced through extractive models. They do not prioritize direct benefit to Indigenous communities or adhere to ethical protocols like The VA Network’s Fire Protocol. Their primary focus is on profit and mass appeal, not cultural preservation or social impact [3].
•Indigenous-Focused Media Organizations (e.g., APTN, Vision Maker Media): These organizations are closer in mission but often have a more regional or national focus. The VA Network distinguishes itself through its global scope, its comprehensive ecosystem of services (streaming, explorer, studio, academic works, marketplace), and its explicit “Ngapagi Ngapagi” reciprocity model that ensures direct reinvestment across all initiatives [1, 7].
•Educational Platforms and Archives: While some institutions house Indigenous archives, they often lack the dynamic, community-led, and open-access approach of The VA Network’s Academic Works. They may also have paywalls or restrictive access policies [6].
•Ethical Marketplaces (e.g., Etsy, Ten Thousand Villages): While these platforms offer artisan goods, they may not have the specific focus on Indigenous creators, the transparent revenue distribution model, or the deep cultural integration of The VA Network’s Marketplace [7].
•Non-Profit Organizations and NGOs: Many non-profits work on Indigenous rights, cultural preservation, or environmental issues. However, few integrate a comprehensive media platform with direct economic empowerment and ethical content creation in the way The VA Network does. Give: Awareness serves to highlight and collaborate with these organizations rather than compete with them [4].
The VA Network’s competitive advantage lies in its holistic, Indigenous-led, and reciprocity-based approach. By integrating content creation, distribution, education, and ethical commerce under one umbrella, guided by a strong ethical framework, it creates a unique and compelling offering that addresses critical gaps in the market and provides unparalleled value to its diverse audience and the communities it serves.
5. Organizational Structure
The VA Network’s organizational structure is designed to reflect its foundational principles of relationality, reciprocity, and collective custodianship. It moves away from hierarchical, top-down models, instead embracing a distributed, community-led governance that ensures accountability to Indigenous peoples and the stories they carry. This structure fosters deep listening, collaborative decision-making, and ethical stewardship of resources and knowledge.
5.1. Governance Model: The Council of Keepers
At the apex of The VA Network’s governance is the Council of Keepers. This is not a traditional board of directors but a dynamic, living body composed of Indigenous knowledge keepers, Elders, filmmakers, storytellers, academics, activists, and community leaders from diverse global Indigenous nations. The Council embodies the principle of Wangu (collective sense-making), where decisions are made through dialogue, ceremony, and deep listening, rather than algorithms or individual authority [3, 5].
Key Responsibilities of the Council of Keepers:
•Strategic Direction: Guiding the overall vision and strategic direction of The VA Network, ensuring alignment with Indigenous values and community needs.
•Fire Protocol Oversight: Upholding and evolving the Fire Protocol, ensuring that all content and operations adhere to ethical guidelines regarding story ownership, consent, and cultural integrity. The Council holds ultimate veto power over content that misrepresents or exploits Indigenous heritage [3].
•Cultural Stewardship: Acting as custodians of the stories and knowledge shared on the platform, ensuring their respectful preservation and transmission.
•Community Accountability: Serving as a direct link to Indigenous communities globally, ensuring that the organization remains accountable to the peoples it serves.
•Wisdom Sharing: Providing guidance and mentorship to the operational team, infusing Indigenous ways of knowing and being into daily practices.
The Council is designed to be fluid, with members rotating and passing on responsibilities like embers of a fire, ensuring that wisdom is continuously shared and not hoarded [5].
5.2. Operational Team
The day-to-day operations of The VA Network are managed by a dedicated operational team, working in close collaboration with the Council of Keepers. This team is comprised of professionals with expertise in media production, digital platform management, community engagement, non-profit administration, and Indigenous cultural protocols. The operational team is structured to be agile, responsive, and deeply committed to the organization’s mission and values.
Key Departments/Functions:
•Content Curation & Acquisition: Responsible for identifying, vetting, and onboarding Indigenous storytellers and content, ensuring adherence to the Fire Protocol and cultural appropriateness. This team works directly with communities and creators.
•Platform Development & Technology: Manages the technical infrastructure of the streaming platform, Explorer, and Marketplace, ensuring a seamless and accessible user experience. Prioritizes data sovereignty and secure digital environments for Indigenous knowledge.
•Community Engagement & Partnerships: Builds and maintains relationships with Indigenous communities, non-profit organizations, and strategic partners globally. Facilitates the Give: Awareness initiative and supports community-led projects.
•VA Studio Production: Oversees the development, production, and post-production of original films, series, and documentaries, implementing reciprocal filmmaking models and ethical production practices.
•Academic Works & Research: Manages the open-access repository, curates academic contributions, and fosters Indigenous-led research collaborations.
•Marketplace Operations: Manages the ethical e-commerce platform, onboarding Indigenous artisans, ensuring fair trade practices, and overseeing the reciprocal revenue distribution model.
•Fundraising & Development: Responsible for securing financial resources through grants, donations, and strategic partnerships, communicating the organization’s impact to funders.
•Marketing & Communications: Develops and executes strategies to raise awareness about The VA Network, its mission, and its programs, ensuring culturally sensitive and respectful messaging.
5.3. Relational Network and Collaborators
Beyond its formal structure, The VA Network thrives as a relational network, extending its reach through a vast web of collaborators, partners, and community members globally. This includes:
•Indigenous Artists and Storytellers: The core of the content, directly supported and empowered by the platform.
•Community Organizations: Grassroots initiatives and non-profits featured on Give: Awareness, with whom The VA Network collaborates on projects and campaigns.
•Academic Institutions and Scholars: Partners in the Academic Works initiative, contributing to and utilizing the open-access knowledge base.
•Ethical Businesses: Companies aligned with the mission, potentially offering sponsorships or featured in the Marketplace.
•Global Audience: Viewers, learners, and consumers who engage with the content and support the mission through donations and purchases.
This distributed, interconnected structure allows The VA Network to remain deeply rooted in the communities it serves, while also maintaining the agility and reach necessary to operate as a global digital platform. It embodies the belief that the fire is tended by many hands, each carrying the flame in the right way for the benefit of all [2, 5].
6. Marketing & Communications Strategy
The VA Network’s marketing and communications strategy is deeply rooted in its core values of relationality, authenticity, and reciprocity. Unlike conventional marketing approaches that prioritize consumption and extraction, our strategy focuses on building genuine connections, fostering understanding, and inviting participation in a shared journey of cultural preservation and healing. Our communication aims to be respectful, culturally sensitive, and empowering, reflecting the integrity of the stories and communities we serve.
6.1. Core Messaging
Our core messaging revolves around the concept of the “digital campfire” – a sacred, inclusive space for gathering, listening, and sharing. Key themes include:
•The Power of Story: Emphasizing that stories are not just entertainment but medicine, law, and maps for navigating life, capable of healing, guiding, and connecting [1, 2].
•Reciprocity and Relationality: Highlighting the “Ngapagi Ngapagi” philosophy, where every engagement with The VA Network contributes directly back to Indigenous communities, creators, and land care [1, 7].
•Authenticity and Integrity: Stressing that content is Indigenous-led, community-vetted, and adheres to the Fire Protocol, ensuring respectful and accurate representation [3].
•Global Connection and Collective Healing: Positioning The VA Network as a bridge between cultures, fostering understanding and inspiring action towards a more balanced and equitable world [1, 2].
•Beyond Consumption: Differentiating from mainstream platforms by inviting audiences to engage deeply, learn, and become part of a movement, rather than just passively consume content.
6.2. Target Audiences for Marketing
Our marketing efforts will be tailored to reach our diverse target audiences:
•Indigenous Communities & Creators: Direct outreach through community networks, Indigenous media outlets, and partnerships with tribal organizations. Emphasis on how the platform empowers self-representation and provides equitable opportunities.
•Ethical Consumers & Socially Conscious Individuals: Messaging focused on the impact of their support, the ethical model of the Marketplace, and the opportunity to contribute to meaningful change. Channels include social media, ethical lifestyle blogs, and partnerships with aligned organizations.
•Educators & Academic Institutions: Outreach through academic conferences, educational technology platforms, and direct engagement with Indigenous studies departments. Highlighting the open-access Academic Works and its value for decolonizing curricula.
•Philanthropic Organizations & Grant-Making Bodies: Tailored communications emphasizing impact metrics, financial transparency, and alignment with their funding priorities (e.g., Indigenous rights, cultural preservation, environmental justice, media diversity).
•General Public Seeking Cultural Understanding: Broad awareness campaigns through digital advertising, public relations, and content marketing that introduces them to the richness of Indigenous cultures and the unique value of The VA Network.
6.3. Communication Channels and Strategies
Our multi-channel approach will leverage digital platforms, community engagement, and strategic partnerships:
•Digital Platforms (Website & Social Media):
•The VA Network Website: The central hub for all information, content access, and engagement. Designed to be intuitive, culturally resonant, and accessible.
•Social Media (e.g., Instagram, Facebook, Twitter, YouTube): Used for content promotion, community building, sharing impact stories, and driving traffic to the platform. Emphasis on visual storytelling and direct engagement with followers.
•Email Marketing: Regular newsletters to subscribers, highlighting new content, impact stories, calls to action for donations, and updates on initiatives.
•Content Marketing:
•Story Spotlights: Featuring individual creators, films, or community projects with compelling narratives that demonstrate the impact of The VA Network.
•Educational Content: Short-form videos, articles, and infographics derived from Academic Works or Fire Protocol principles, designed to inform and engage a broader audience on Indigenous issues.
•Behind-the-Scenes: Showcasing the ethical production processes of VA Studio and the collaborative relationships with communities.
•Public Relations & Media Outreach:
•Press Releases: Announcing new content, major partnerships, and significant impact milestones.
•Media Partnerships: Collaborating with Indigenous media outlets, cultural publications, and ethical news platforms to amplify reach.
•Thought Leadership: Positioning members of the Council of Keepers and key team members as experts and spokespeople on Indigenous media, cultural preservation, and ethical digital engagement.
•Community Engagement & Partnerships:
•Direct Community Outreach: Building and nurturing relationships with Indigenous communities globally, ensuring their voices are central to our communication efforts.
•Collaborations with Non-Profits: Partnering with organizations featured on Give: Awareness to cross-promote initiatives and expand reach.
•Cultural Events & Festivals: Participating in and sponsoring Indigenous film festivals, cultural events, and community gatherings to build direct connections and showcase content.
•Search Engine Optimization (SEO): Optimizing website content and platform listings to improve visibility in search results for relevant keywords related to Indigenous film, culture, and social impact.
•Influencer Marketing: Collaborating with Indigenous influencers, artists, and thought leaders on social media to reach wider audiences authentically.
6.4. Ethical Considerations in Marketing
Our marketing strategy is underpinned by strict ethical guidelines to avoid cultural appropriation, tokenism, or exploitation:
•Consent and Ownership: All marketing materials featuring Indigenous individuals or cultural elements will be developed with explicit consent and respect for intellectual property rights.
•Authentic Representation: Ensuring that Indigenous voices and images are presented authentically and respectfully, avoiding stereotypes or sensationalism.
•Benefit Sharing: Communicating clearly how engagement with The VA Network directly benefits Indigenous communities and creators, reinforcing the reciprocity model.
•Language and Tone: Using inclusive, respectful, and empowering language that reflects the values of Indigenous cultures.
By adhering to these principles, The VA Network will build trust, foster genuine engagement, and effectively communicate its unique value proposition to a global audience, driving both viewership and support for its vital mission.
7. Funding Request & Financial Projections
Securing sustainable funding is critical for The VA Network to achieve its mission and expand its impact. As a not-for-profit organization, our financial model is centered on diversified revenue streams, primarily from grants, donations, and ethical earned income, all reinvested to serve our core objectives. This section outlines our funding needs, provides hypothetical financial projections, and details our funding strategy.
7.1. Funding Request
To launch and sustain its comprehensive suite of programs and services, The VA Network seeks initial seed funding and ongoing operational support. The requested funds will be strategically allocated across key areas to ensure robust platform development, content acquisition, community engagement, and organizational stability. A detailed breakdown of the initial funding request will be provided in a separate, comprehensive budget document upon request, but generally covers:
•Platform Development & Maintenance: Enhancing the streaming platform, Explorer, and Marketplace functionalities, ensuring scalability, security, and accessibility.
•Content Acquisition & Creator Support: Commissioning new Indigenous-led content, providing fair compensation to artists and knowledge keepers, and supporting reciprocal filmmaking models through VA Studio.
•Community Engagement & Outreach: Funding for Give: Awareness initiatives, direct community partnerships, and grassroots project support.
•Operational Costs: Covering essential administrative, legal, marketing, and personnel expenses to ensure efficient and ethical operations.
•Impact Measurement & Reporting: Investing in systems and personnel to rigorously track and report on the social, cultural, and environmental impact of The VA Network.
7.2. Financial Projections (Hypothetical)
Given the early stage of a comprehensive business plan without access to historical financial data, the following projections are hypothetical and illustrative. They are based on industry averages for non-profit media organizations and digital platforms, assuming a phased growth model. Actual figures will be refined with more granular operational planning and market feedback.
Assumptions:
•Year 1 (Launch & Stabilization): Focus on platform refinement, initial content acquisition, and building foundational partnerships. Revenue primarily from foundational grants and early individual donations.
•Year 2 (Growth & Expansion): Increased content library, broader marketing efforts, and growth in user base and Marketplace activity. Diversification of funding sources.
•Year 3 (Sustainability & Impact Scaling): Established platform, robust content pipeline, significant community engagement, and growing earned income streams. Continued focus on major grants and donor cultivation.
| Revenue Stream (USD) | Year 1 | Year 2 | Year 3 |
| Grants (Foundational/Government) | $500,000 | $750,000 | $1,000,000 |
| Individual Donations | $100,000 | $250,000 | $400,000 |
| Corporate Sponsorships | $50,000 | $150,000 | $300,000 |
| Marketplace Sales (Net of Reciprocity) | $20,000 | $80,000 | $200,000 |
| Subscription/Membership (Optional/Tiered) | $0 | $10,000 | $50,000 |
| Other Earned Income (e.g., Workshops) | $5,000 | $20,000 | $50,000 |
| Total Revenue | $675,000 | $1,260,000 | $2,000,000 |
| Expenditure Category (USD) | Year 1 | Year 2 | Year 3 |
| Platform Development & Tech | $150,000 | $200,000 | $250,000 |
| Content Acquisition & Creator Support | $200,000 | $350,000 | $500,000 |
| Community Engagement & Programs | $100,000 | $180,000 | $250,000 |
| Personnel (Salaries & Benefits) | $150,000 | $250,000 | $400,000 |
| Marketing & Communications | $30,000 | $60,000 | $100,000 |
| Administrative & Legal | $25,000 | $35,000 | $50,000 |
| Total Expenditure | $655,000 | $1,075,000 | $1,550,000 |
| Net Surplus/(Deficit) (USD) | $20,000 | $185,000 | $450,000 |
Note: These projections do not include potential in-kind contributions or significant one-time capital investments that may be sought separately.
7.3. Funding Strategy
Our funding strategy is diversified and multi-pronged, designed to build a resilient financial foundation that aligns with our non-profit mission and values. We will prioritize funding sources that understand and support Indigenous-led initiatives and the unique reciprocity model of The VA Network.
7.3.1. Grant Funding:
•Target: Major philanthropic foundations (e.g., those focused on Indigenous rights, cultural preservation, media diversity, social justice, environmental conservation), government agencies (e.g., arts councils, cultural heritage funds, Indigenous affairs departments), and corporate foundations with strong CSR commitments.
•Approach: Proactive research and identification of grant opportunities that align with our mission. Development of compelling grant proposals that articulate our impact, financial needs, and adherence to ethical Indigenous protocols. Cultivation of long-term relationships with program officers.
7.3.2. Individual Philanthropy:
•Target: High-net-worth individuals, family foundations, and a broad base of grassroots donors who are passionate about Indigenous empowerment, cultural preservation, and ethical media.
•Approach:
•Major Donor Cultivation: Identifying and building relationships with individuals capable of significant contributions through personalized outreach, impact reports, and exclusive engagement opportunities.
•Online Giving Campaigns: Leveraging the website and social media to run targeted campaigns for specific projects (e.g., content commissioning, community initiatives) and general operating support. Utilizing storytelling to demonstrate direct impact.
•Membership/Subscription Model (Tiered/Optional): Exploring a tiered membership model for the streaming platform where users can choose to contribute financially, with clear communication that all proceeds are reinvested into the mission. This would likely include free access tiers to ensure broad accessibility, particularly for Indigenous communities.
7.3.3. Corporate Partnerships & Sponsorships:
•Target: Ethically aligned corporations in the technology, media, education, and environmental sectors that seek to demonstrate genuine commitment to social responsibility and Indigenous reconciliation.
•Approach: Developing bespoke partnership packages that offer corporations opportunities for brand alignment, employee engagement, and direct support for specific programs (e.g., sponsoring a film series, supporting the Explorer initiative, funding a community project through Give: Awareness). Emphasis on shared values and mutual benefit.
7.3.4. Earned Income (Ethical & Reciprocal):
•Marketplace Sales: Growing the Marketplace as a significant earned income stream, with a transparent revenue distribution model that ensures 33.3% of net proceeds are reinvested into projects, people, and places. This is a direct embodiment of the “Ngapagi Ngapagi” philosophy [7].
•Workshops & Training: Offering paid workshops, consulting services (through VA Studio), or educational programs based on Indigenous knowledge systems and ethical storytelling, for organizations, educational institutions, or individuals.
7.3.5. Strategic Alliances:
•Collaborations: Partnering with other non-profits, Indigenous organizations, and academic institutions to leverage shared resources, co-apply for grants, and expand collective impact.
Our funding strategy is designed to be agile and responsive to opportunities, while always maintaining fidelity to our core mission and ethical principles. By diversifying our revenue streams and focusing on relational fundraising, we aim to build a financially sustainable organization that can continue to amplify Indigenous voices and drive meaningful change for generations to come.
8. Impact Measurement
Impact measurement at The VA Network transcends conventional metrics, focusing on the profound, long-term ripples created by amplifying Indigenous voices and fostering relationality. Our approach is rooted in Indigenous ways of knowing, recognizing that true impact is not solely quantifiable but also qualitative, holistic, and deeply interconnected. We measure success not just in numbers, but in the restoration of knowledge, the strengthening of communities, the healing of relationships, and the re-establishment of balance with the land [1, 2, 8].
8.1. Theory of Change
Our underlying Theory of Change posits that by providing an ethical, Indigenous-led platform for storytelling and knowledge sharing, The VA Network will:
•Empower Indigenous Storytellers and Communities: By offering fair compensation, ownership, and a respectful platform, creators are empowered to share their narratives on their own terms, leading to increased self-determination and cultural pride.
•Preserve and Revitalize Indigenous Cultures and Languages: By making traditional and contemporary Indigenous stories accessible, we contribute to the intergenerational transfer of knowledge, language revitalization, and the continuity of cultural practices.
•Foster Global Understanding and Connection: By sharing authentic Indigenous perspectives, we challenge stereotypes, promote empathy, and build bridges between cultures, inspiring a global audience to engage with Indigenous wisdom.
•Drive Action for Social and Environmental Justice: By highlighting Indigenous solutions and land-based knowledge, we inspire audiences to take action in support of environmental conservation, Indigenous rights, and collective healing.
•Cultivate a Reciprocal Economy: By reinvesting all proceeds back into communities, creators, and land care, we demonstrate a sustainable, ethical economic model that prioritizes well-being over profit.
8.2. Key Impact Areas and Indicators
We will measure our impact across several interconnected areas, utilizing a blend of quantitative and qualitative indicators:
8.2.1. Cultural Preservation & Revitalization:
•Indicators:
•Number of Indigenous languages featured/supported on the platform.
•Number of traditional stories, ceremonies, and practices documented and shared with community consent.
•Engagement metrics on culturally specific content (e.g., viewership of language revitalization series).
•Testimonials and feedback from Elders and community members on the platform’s role in cultural continuity.
8.2.2. Indigenous Creator Empowerment & Economic Justice:
•Indicators:
•Number of Indigenous artists, filmmakers, and knowledge keepers directly supported and compensated.
•Total financial reinvestment into Indigenous communities and creators (e.g., through VA Studio revenue sharing, Marketplace proceeds).
•Number of original Indigenous-led productions commissioned/funded.
•Qualitative feedback from creators on the impact of The VA Network on their careers and ability to practice their craft ethically.
8.2.3. Global Understanding & Awareness:
•Indicators:
•Platform viewership and engagement metrics (e.g., unique visitors, watch time, geographic distribution).
•Reach and engagement of Give: Awareness campaigns (e.g., number of organizations spotlighted, traffic to their sites).
•Social media engagement and sentiment analysis related to Indigenous issues and The VA Network’s content.
•Qualitative feedback from non-Indigenous audiences on increased understanding and shifts in perspective.
8.2.4. Environmental Stewardship & Land Care:
•Indicators:
•Amount of Marketplace proceeds directly allocated to land care and conservation projects.
•Number of environmental initiatives supported through Give: Awareness.
•Documentation of Indigenous land-based knowledge shared through the Explorer and other content.
•Partnerships formed with Indigenous land management organizations.
8.2.5. Knowledge Accessibility & Decolonization:
•Indicators:
•Number of academic works and research papers made freely accessible through the Academic Works platform.
•Download/access rates for academic resources.
•Citations and adoption of Indigenous-led research in academic and policy contexts.
•Feedback from educators and students on the utility and impact of open-access Indigenous knowledge.
8.3. Data Collection and Reporting
Impact data will be collected through a combination of digital analytics, direct community engagement, and qualitative research:
•Platform Analytics: Tracking viewership, user engagement, geographic distribution, and content popularity across the streaming service and Explorer.
•Financial Tracking: Meticulous accounting of all revenue and expenditure, with clear reporting on the reciprocal distribution of funds to communities, creators, and land care.
•Surveys and Interviews: Regular surveys and in-depth interviews with Indigenous creators, community partners, and audience members to gather qualitative insights on perceived impact, challenges, and opportunities.
•Case Studies: Developing compelling case studies that highlight specific instances of impact, such as a community project funded by Marketplace proceeds or a creator whose work gained significant reach through VA Studio.
•Partnership Reporting: Collaborating with organizations featured on Give: Awareness to track and report on their outcomes and the impact of increased visibility.
•Annual Impact Report: Publishing a comprehensive annual impact report that synthesizes all data, shares success stories, and outlines future goals. This report will be publicly accessible and shared with funders and stakeholders.
By integrating these measurement strategies, The VA Network will not only demonstrate its accountability but also continuously learn and adapt, ensuring that its efforts create the most meaningful and sustainable impact in alignment with Indigenous values and the needs of the communities it serves.
9. Appendix
References
[3] The VA Network. (n.d.). Fire Protocol. Retrieved from https://thevanetwork.org/about/fire-protocol/
[8] The VA Network. (n.d.). Impact. Retrieved from
The VA Network Business Proposal
The Making Of The Digital Campfire
8.5
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About it
What is the rebecoming custodians collection about
More Info
Artist:
Andrew D Flanagan
Bio:
Andrew D Flanagan
DOB:
Sarah J Flemming
Native Land / Region:
1hrA
Languages:
English • Lakota
Impact:
Suitable for all ages.
Films:
Wonnorua / Australia
Series:
Preservation / Conservation
Words:
Women Who Run With Wolves
Outside The Network:
Conservation / People
Coordinates: 63.5888° N, 154.4931° W
Native Land / Region: Name Name
Country: Alaska / USA
