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
a. mission
basically, our goal is to transform publishing, empower authors, decentralize print production...

commitment to customer satisfaction

b. nature of the business

c. company overview

d. business strategy

e. uniqueness and value proposition

f. revenue model
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.

g. web site and technology
Production technology consists of:

Net connections
Shipping/Distribution method:

With the proposed equipment, starting costs per page equal ___. We hope to get this lower....

h. strategic partnerships
longer-term relationships with certain authors we know?

hardware and software companies?




i. intellectual property
brand name/ trademark/ service mark
supported by IP legal firm:

authors retain rights to their work.

j. risks
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

b. c.e.o.

c. team member 2

d. team member 3

iv. market analysis
a. new trends in publishing

desktop publishing

b. market description: on-demand publishing
no one's really doing this yet.

c. opportunity
opportunity: reach an un(der)served segment of authors

v. products and services
a. strategy

b. description(s)
1. basic contract w/ authors

d. (other revenue sources?)

e. future products and services?

vi. competitive analysis
a. overview

b. competition
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.

c. barriers to entry
not many: all you need is...

hardware + software


brand awareness

vii. marketing and sales
a. market positioning
aim to be one of the innovators in new field of on-demand publishing

b. publishing strategy
undercut big publishers who pay authors a pittance, take over their IP rights, and charge huge markups for what their machines do.

c. brand 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?

d. sales strategy
identifying target markets
(see above)

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)

e. sales cycle

f. pricing strategy
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)?

g. media plan and communications
  • traditional p.r.
  • online
  • guerrilla
  • via partners?

h. distribution

viii. finance
a. financial overview
initial capital:

other assets:


b. proposed financing

c. principal shareholders

d. incentive program

e. remuneration

f. use of proceeds

g. exit strategy

a. financial statements

b. sample promotional materials