StrategicPlanningtoEnteraNewMarket withaNewDigitalInformationBusiness

Robert E. Baensch
FutureTrendsinPublishing NewDelhi,India
BaenschRE@gmail.com

Understandingthenewmarkets
How many places do I go to get bibliographic/sales/consumer information? How do I better communicate with customers online?

How well do I know my new customer?

Are the systems I need available and is the information reliable?

Wheres my competition outperforming me and where am I outperforming?

How do I provide my organization with actionable business analytics?

Where do I order from to get the best solutions for digital publishing?

Customer and Information has changed

DigitaldisruptiontoTraditionalBookPublishing Aspublishersseektomaximizesalesand reachthewidestpossibleaudience,theynow haveadditionalformatsandnewdistribution opportunities Whichleadstoexperimentssuchas: eBook,onlinedelivery,mobiles ...allofwhichcomplementthephysical formats

DigitalStrategyMix
Piracy Content Development

Account Management

Infrastructure

Marketing

Digital Strategy

Production

NonMarketingDigitalStrategicObjectives

Production XMLfirst .EPUB FLAC(Audio)

Infrastructure DigitalAsset Management (DAM) Digital Warehouse

Account&Title Management Emerging Opportunities Managethe supplychain(as needed) Sales& Marketingcalls Coordinatetitle conversion Develop Promotions SalesValidation

Content Development Developenriched contentideas Manage production scheduleand developer relationship

Piracy 3rd Party Monitoring Industry Lobbying Consumer education

ContentDevelopment
GameAppbasedonthebook
Mobile

HBGmarketingcreatedafreegameappbased onTHEMANSBOOK,whichhad1,000,000+ downloads.Inconjunctionwiththeauthor createdapaidappofthetradebook

Bonus Material

Usedapublicdomainstoryasanextra fortheeBook
AddedTHESINGLEMAN,byCharlesDickensto DROODeBookasbonusmaterial

Web Linked

Linkstofictionalwebsitesmentioned innovel
LinkedallwebsitesmentionedinTHE SCARECROWandaddedauthorresearchphotos toeBookasbonusmaterial
8

eReading Devices
DEDICATEDeREADERS SonyReaderAmazonKindle Barnes&NobleNookKobo Wink/India Manymorecoming

MULTIPURPOSEeREADER DEVICES AppleiPad DellAndroidStreak Moresoon:HPZeel Tablet

eREADERAPPSFORDEVICES KindleforiPhone,iPad, Blackberry,AndroidNookfor iPhone,BlackberryKobofor iPhone,Android,Palm Moresoon

Distribution,ChannelOpportunities
RetailSales

LibrarySales

ResearchandDevelop Newchannels

Mobile
10

AccountManagementDueDiligence
SecurityandDRMAssessment
Mustfilloutafileandserversurvey IndependenttestingofDRMschemas Mustverifyterritoriallimitations

BusinessPlanReview
Reviewlongtermviabilityandscalabilityofmodel Aretermsadvantageoustoauthorsandpublisher?

PaymentandCreditReview
Mustpastpaymentandcreditcheck

11

Marketing
PublisherSite

Widget/App Development

Social Networks

Digital Marketing MediaMix

AdBuys

Permission Marketing

MarketingDigitalStrategicObjectives
CreateBrandAwareness(PermissionMarketing,AdBuys)
Facebook,MySpace Twitter Shelfari Blogs

Social Networks
Customerdata acquisition Makeallassets shareableandviral: Video,Podcasts, Covers,Author photos,Reviews, ReadingGroup Guides,etc.

Publisher Site

MobileApp Development
Multipleplatforms: Apple,RIM,Android, Symbian,etc. Freevs.Paid

Production&Infrastructure
PublisherControlled

.EPUB

XML DAM&Digital Warehouse

FLAC

eBook,eAudio
Production Infrastructure

Summary
Challenges
Policingfilesharingsites,e.g.Scribd XMLfirstworkflow

Opportunities
Attributor,Publishervigilance,Securitydue diligence Reeducatestaff:editors,production,operations

ValidatingandMonitoringsalesfromagrowing Exploringrelationshipwithindependentsales verificationvendors,encouraginganindustry listofaccounts solution Auditingdigitalsalesstatements VerifyingDRMschemas Lossleaderpricepointstoconsumers($9.99) Independenttestingbysecurityexperts Enrichedcontent,createadiversedistribution portfolio,taketoughaction,bewillingtowindow titlesonacasebycasebasisorbeoffsale Buildingadiverseandsecuredistributionportfolio Exploringrelationshipwithindependentsales verificationvendors,encouraginganindustry solution 15

Encouragingamorecompetitivemarketplace Trackingterritorialrightsfordigitalresellers

Managingchange
Thebasicsofchangemanagement: Originatesatthetopoftheorganization Consistentmessageaboutwhatandwhy Delivereducationabouttheimportance ofdigitalpublishingasthepresentandfuture Ongoingeffortwiththepeoplewhoneed tomakechangehappen

Wehavechoices
Businessasusual Respondtochanges Makethenecessarychanges Downsizetosavecosts

Or PlantoGrow

NewImportantFactorsinourBusiness Environment
Dramaticandrapidchanges Consolidationinthemarketplace ComplexVariablesindifferentmarkets Technologyinallpartsoftheinformationindustry Technologyrapidlychangingandevolving

Thefineartofbeingprepared
Youcannotreducepublishingstrategiestoa formula Youcannotreducepublishingtoaprocess Thegreatertherangeoffuturesthemore importanttodevelopalternativeplans Focusonstrategiesasacentralconceptwith continuallychanging circumstancesandeventsin thedifferentlanguagespeaking/readingmarkets uniqueforIndia

Strategyvs. Strategies OnePlan vs. SeveralPlans

(A,B,CandD)
Importanceofflexibility,changemanagement, speed Bepreparedtoputseveralalternateplansinto action Seizetheobviousbutalsotheunforeseeable opportunities Goodstrategiesprepareproactiveactionsnotcrisis management

1 2 3
A Clear-Enough Future
A single forecast precise enough for determining strategy

Alternate Futures
A few discrete outcomes that define the future

A Range of Futures
A range of possible outcomes, but no natural scenarios

True Ambiguity
No Basis to forecast the future

Fourmainstrategies forgrowth
1.Presentpublishingprogramsforpresentmarkets 2.Presentpublishingprogramsfornewmarkets 3.Newpublishingprogramsforpresentmarkets 4.Newpublishingprogramsfornewmarkets

Growth Strategies for Publishing Programs

New

Markets

1
Present Present

3
New

Publishing Programs 1. Present Publishing programs in present markets 2. Present Publishing programs in new markets 3. New Publishing programs in present markets 4. New Publishing programs in new markets

Summary
Definingyourcustomeroftodayandtomorrow Definingthetechnologiesthatarerelevanttoyour business Definingdistributionandretailchannelsincluding thenewdigitaldistributionplatforms/channels Developingnewgoalswhichwilldemandnew strategies Focusongoodmanagement,goodpeopleandgood publishingprograms QualityContent istherealvalueforlongterm success

Thankyou
Questions&Answers Discussion