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Fantastic FivePage 12012-09-27
EADLY
Unlimitied high quality print publications at your fingertips
CONTENTS
Page 2
Market insights
Our solution
Marketing strategy
&Implementation
SWEDISH MARKET FOR NEWSPAPERS & MAGAZINES
Page 3
68 percent read
newspapers daily
2,8 million newspape
rs distributed
daily
60 percent read
magazines weekly
Global top 7
market
TECHNOLOGICAL REVOLUTION UNDERWAY
Page 5
MEDIA CONSUMPTION LAST DECADE
Page 6
Free prints up 300 % in 10
years
In Stockholm: 60 % daily readers31 % Online news penetration
2/3 of smartphoners (up to 50 % from social
media)
Subscriptions down 10 %
In Stockholm only 40 % subscriptions
= Need for new business models!
Source: Accenture (2010)Page 7
BRIDGING PRINTED AND ONLINE MEDIA
Page 8
CURRENT ACTORS
Potential actors
Page 9
• Major B2B provider of media analysis, media monitoring service
• 450 newspapers & magazines supplied by the owner (news agency TT)
• Growing ready to enter the B2C market
Page 10
• Major B2B provider of media analysis, media monitoring service
• 450 newspapers & magazines supplied by the owner (news agency TT)
• Growing ready to enter the B2C market
• Enters Readly!
Page 11
Readly will be an integral part of the digital landscape by the end of 2014.
Our name will be the first association of consumers when it comes to high quality print publications on the internet.
MARKETING STRATEGY
Page 12
MARKETING STRATEGYTargeting the different Segments
Product2 different access models
Price Freemium
Place Online, on your mobile device
Promotion
Free alternatives Has subscribtions
Has no subscribtion
Free alternatives ?Qu
alit
y d
em
an
d
Preparedness to pay
• This is an example text. Go ahead an replace it with your own text. This is an example text.
Page 13
MARKETING STRATEGYTargeting the different Segments
Product2 different access models
Price Freemium
Place Online, on your mobile device
Promotion
Free alternatives Has subscribtions
Has no subscribtion
Free alternatives ?Qu
alit
y d
em
an
d
Preparedness to pay
• This is an example text. Go ahead an replace it with your own text. This is an example text.
Page 14
MARKETING STRATEGYAn Integrated Marketing Campaign to connect both worlds
Page 152012-09-06
One provider
One purchase
Superior quality
All content
Free- All Content- Missing pages- Extra ads
Premium- 99 SEK / month- Full access- Extra functions
OFFERINGS
MARKETING STRATEGYValue proposition and pricing
Page 16
MARKETING STRATEGYAn integrated Marketing Campaign to connect both worlds
Social Media UseNot for quick ROI but to integrate our brand in the digital networks and to enhance iterative product development with user feedback.
Traditional AdsIn a context where customers are most likely to respond positively.
Public RelationsGet into the media.
Friendship MarketingGoing for the „Holy Grail“
SEMPeople look for online content.
Page 17
MARKETING STRATEGY
A sound plan is the engine for success…
…but the metrics are your steering wheel and brakes!
IMPLEMENTATION
Page 18
Valentine’s dayMother’s/Farther’s Day Christmas
CONTROLS
Page 19
Nov/12
Dec 01 02 03 04 05 06 07 08 09 10 11 12/13
Profitability Control• examine whether
making/losing money• evaluate the revenue
and cost of free model/payment model
• 1/month
Annual plan control:• examine whether the
planned results are being achieved
• by analyze the sales/market share/financial analysis
Strategic Control• examine whether the
company is pursing the best opportunities
• by analyze the marketing audit,etc
Efficiency Control
• examine and improve the
impact of marketing
spending efficiency
• sales growth, trial rate,
repurchase rate,
customer losses,
unaided advertising
awareness, brand
awareness
• 1/month
KPIS FOR MARKETING DASHBOARD
1. Ratio of conversion from Free to Premium model2. New subscriptions to the different models3. Subscribers’ churn rate4. Average time spent per reader5. Average number of publications used per reader6. Activity in social media
Page 20
RISKS AND SOLUTIONS
• Control Process on basis of the KPIs• Example: Low conversion rate
Page 21
What do we want to achieve?
Why is it happenin
g?
ReasonPerformance
What is happening
? What should we do about it?
Adjustment
• 10% annual conversion from free to premium
• 5% conversion only • Low perception of difference between offerings
• Communicate the superior offering of premium model better
Page 22
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