another outline to generate bits of a bizplan
- i. executive summary
- a. summary of business and business model
the advent of personal computing and the internet is transforming publishing, wresting control from large companies and returning it gradually to the hands of the little people.
in traditional publishing, authors and customers both lose.
the business model is much simpler and friendlier than traditional publishing contracts. authors write books, bring us the finished edited manuscript; we print on demand, collate, bind it and send them off?
- ii. the company
b. nature of the business
- basically, our goal is to transform publishing, empower authors, decentralize print production...
commitment to customer satisfaction
c. company overview
d. business strategy
e. uniqueness and value proposition
f. revenue model
g. web site and technology
- a simple contract with authors under which we get them published. customers buy books from us. authors win because they get published and don't have to throw away their copyright and meet ridiculous formatting requirements; customers win because they have access to cool authors at about the same price they'd pay for other books. we win because we turn a profit.
h. strategic partnerships
- Production technology consists of:
With the proposed equipment, starting costs per page equal ___. We hope to get this lower....
i. intellectual property
- longer-term relationships with certain authors we know?
hardware and software companies?
brand name/ trademark/ service mark
supported by IP legal firm:
authors retain rights to their work.
risk: misjudge demand for this service, our ability to provide it, target market segment's ability/willingness to pay for it?
customers may not be ready to abandon traditionally-bound books
- iii. management
a. management structure
c. team member 2
d. team member 3
- iv. market analysis
- a. new trends in publishing
b. market description: on-demand publishing
- no one's really doing this yet.
opportunity: reach an un(der)served segment of authors
- v. products and services
d. (other revenue sources?)
- 1. basic contract w/ authors
e. future products and services?
- vi. competitive analysis
c. barriers to entry
other possibilities for authors: not publishing; more restrictive mainstream publishing contracts; self-publishing and selling own books (requires time and hardware).
other possibilities for customers: buy other mainstream books or don't buy books at all.
- not many: all you need is...
hardware + software
- vii. marketing and sales
a. market positioning
b. publishing strategy
- aim to be one of the innovators in new field of on-demand publishing
c. brand strategy
- undercut big publishers who pay authors a pittance, take over their IP rights, and charge huge markups for what their machines do.
d. sales strategy
very select group of authors, chosen based on our target consumers (literate, high-income early adopter people, already on the net). perhaps also professors & university departments, who are sort of lefty and do a lot of writing and photocopying?
are there any kinds of books we would reject based on quality or content?
e. sales cycle
identifying target markets
researching the needs & behaviors of those segments
(we already know these folks pretty well, and they know us)
meeting those needs
(will they pay for these kinds of publications? goal is to be a cool 'zine version of books, not just an uglier version of books)
f. pricing strategy
g. media plan and communications
- pricing based on cost of hardware, software, paper, binding materials, office space, shipping, and labor. we plan to charge four times the cost of production. (per book? calculated how? if printing itself costs 3 or 4 cents per 2-sided page, and binding etc. might add another cent or two, will the books become prohibitively expensive?) authors will receive one x the cost of production per book sold. we make a profit equal to the cost of production. e.g. if production cost of a 200-page book is $4, customers will be charged $16, authors will get $4, and $4 of the remaining $8 is profit.
(question: do we then have an incentive to publish only books that are cheap to produce [very efficiently-written books/books that won't wear down the printer, use a lot of toner, etc.]--so that production costs are lower? and if so does this burden us with unnecessary editing responsibility?)
we believe the market will bear up to ____/page price (based on what books cost in a bookstore).
simple pricing schedule--based on pages (and possibly different per-page rates for different numbers of books)?
- traditional p.r.
- via partners?
- viii. finance
a. financial overview
b. proposed financing
c. principal shareholders
d. incentive program
f. use of proceeds
g. exit strategy
a. financial statements
b. sample promotional materials