“Disfrutando la vida en todas pates” “Enjoying life everywhere” SOMOS New York “We are New...
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Transcript of “Disfrutando la vida en todas pates” “Enjoying life everywhere” SOMOS New York “We are New...
“Disfrutando la vida en todas pates”
“Enjoying life everywhere”
SOMOS
New York
“We are New York”
BUSINESS CONCEPT
• SOMOS New York magazine, is a city magazine
• Focuses on New York’s Hispanic/Latino culture.
• Spanish written guide for tri-state residents, new immigrants and visitors.
TARGET CUSTOMER
• Estimated Hispanic/Latino population in New York is 1.9 million.
• Age group: 18 to 35 years old
COMPETITIVE EDGE
• One-stop shop magazine for all local information.
• Online version, translated into English.
• 24 issues per year – Retail price $3.99– Yearly subscription is $48.00– Online access: $20.00
DISTRIBUTION
• Magazine distributors and wholesalers.
• Bodegas, newspaper stands, supermarkets, etc.
• Subscriptions purchased through somosnewyork.com and mailing subscriptions directly from consumers.
FOUNDING TEAM
• James Perce, Publisher
• Indra Rodriguez, Advertising/Marketing Director
• Sheila McGeough, Editor in Chief
INDUSTRY MARKET ANALYSIS
• Publishing industry annual revenues $24.77 billion.
• In 2004 $12.4 billion spent on magazine advertising
• 2003 vs. 2004 Hispanic/Latino magazine titles grew by 15.9%
INDUSTRY MARKET ANALYSIS
• In 2004 , top 50 magazine advertisers spent $8.1billion, which include:
– Procter & Gamble, $620 million.
– General M&otors $480 million.
– Altria Group Inc. $420 million.
COMPETITIVE ANALYSIS
2004 Sales
• AOL Time Warner: $42.1 billion
• Advanced Publications Inc.:$5.9 billion
• Hearst Corporation: $4.1 billion
• Primedia Corporation: $1.3 billion
DIRECT COMPETITOR
• Time Out New York, based London England.
• Current circulation 139,108
• 2003 Revenues of $45 million
COMPETITVE ADVANTAGE
Hispanic/Latino consumers
• High density population:
Puerto Ricans, Dominicans, Mexicans,etc.
• Brand Loyalty
DEMOGRAPHICS
• US Hispanic population:35,305,818
• Hispanic purchasing power $767 billion in 2005
• $1 trillion by 2010
MARKET SEGMENTATION
• NY Hispanic/Latino population 18 to 35 yrs old : 1,974,551
• Acculturated: 60% of population. Bilingual
• Assimilated: 20%. English only
• Isolated:20%. Spanish only.
DISTRIBUTION
• Single copies: Newsstands distributors, bodegas, supermarkets, bookstores.
• Subscriptions
• Website
ENTRY STRATEGY
• Mailing list
• Postcards
• Promotional letters
• Sample magazines
PRODUCT DESCRIPTION
• Editorial content: Sections of the magazine
• Characteristics: Pricing
• Technology Assessment: website
• Prototyping and testing: Test mailing
• Intellectual Property: Patent, copyrights
OPERATIONAL PLAN
• Location
• Production and operation procedures
• Distribution methods
• Quality Control
• Auditing Organization
• Customer Service procedures
ORGANIZATIONAL PLAN
• Philosophy
• Legal structure
• Organizational chart
MARKETING PLAN
• Purpose
• Business identity
• Target market
• Unique market niche
• Plan to reach first customer
• Marketing Advertising strategy
FINANCIAL PLANS
• Break-even analysis
• Financial statements
• Plan for funding
GROWTH PLAN
• Expansion of Somos Publishing magazines
• Ancillary Products
CONTINGENCY PLAN
• Strategies for dealing with deviations from the plan
– Selling
– Going Public
– Venture Capitalist
– Employee buy-out
TIMELINE TO LAUNCH
2006
June: Target market
July: Editorial content
August: Circulation plan
September: Test mailing
2007
January: To Launch 1st publication
THE END
GRACIAS