Proposal for an e-journal and resources related to DIY

Presenters: Sandra Godwin and Laura Gerrard

Ian Bartlett

Laura Gerrard

Sandra Godwin

Claire Jura

What is Simply DIY?

• An e-magazine for people who are new or returning to DIY

• Based around substantial website• Includes resources and ideas for DIY projects

(PDFs, video clips, forum, blogs)• Aimed at non-traditional DIY market (i.e.

younger, web-savvy, internet generation)• Adverts and offers from DIY suppliers• Will help users save money

Website

Why Simply DIY is needed

• Innovative idea - not been done before• Credit crunch and recession has hit –

people looking to save money • Web generation has huge potential for DIY -

a modern DIY resource needs to offer users an interface they are familiar with (i.e. web)

• Green agenda – maintain, renew and repair• Television shows already trying to tap into

this need: Channel 4 - The Home Show

Market

• Young couples, first time buyers, tenants, landlords

• Age approx 25-40• People wanting to save money• Aimed at individuals for their own

personal use

Technical matters

• Core site in html – content easy to update plus look and feel easily changed via style sheets. Easy interface for users

• Fact sheets – PDF format. Easy to produce and easy for download and print by user

• Video clips – in Flash as it is pre-installed on PC and Mac. Also easy to offer various quality for different connection speeds

• Interactive (Web 2.0) features such as forums and blogs• Secure payment facilities provided for downloads such as

HSBC Bank Secure ePayments or ePDQ

Editorial Content

Downloadable services:

• “How to” guides• Video links • Repair and maintenance

Editorial Content continued

• Blog• Podcasts• Q & A with industry experts

HELP section:1) Tool kit – what tools you need for what job 2) Safety – to ensure the user is taking adequate safety precautions 3) Planning – hints and tips to plan your project properly to enable successful completion 4) Paint calculator – how much you need to buy 5) Tradesmen – where/how to find in your area

Editorial Team

• Editor – responsible for content published on the website

• Deputy Editor – assists the editor with his/her duties

• Associate Editor – specialists in their field who write and commission material

• Public/consumer Editor – sense checks material posted from a layman’s point of view

Editorial Team continued

The editorial team will consist of specialists in the following fields:

• Building (general) • Central Heating • Electrics • Insulation • Plumbing • Painting and decorating • Tiling • Gardening • Safety and regulations

Set up costs (approx)

Site build and launch on H20 platform US$9000

Software maintenance US$135/monthContent conversion US$2 per page Issue assembly US$440/issue Information delivery US$300/month RSS US$12/month Customer alerts US$135/issue

Editorial usage reports US$160/issue

Advertising

Simply DIY will actively seek advertising from all major DIY and Home Improvement stores in the UK

including:

• B & Q• Wickes• Black and Decker• Dulux

Advertising continued

The following advertising opportunities will be offered:

• Banner adverts• Leaderboard adverts • Skyscraper adverts• Super skyscraper adverts• Email campaigns/@lerts

Subscription model

Annual subscription to Simply DIY• £20 per annum • 1 issue per month• E @lert when issue published

Subscription model continued

Pay per view model

• Downloadable fact sheet: £1 • Video: between £1-5 (would need to conduct further research

to determine the cost of this - dependant on length/time of download)

• Access to forum (for 1 month): £5

• Downloadable diagrams (per diagram): £1

Promotion

• Social networking sites e.g. Facebook, Bebo• Local radio shows • DIY stores’ websites and in-store flyers • Conferences/exhibitions e.g. Ideal Home exhibition, DIY

& Garden show/Totally Tools (National Hardware Show – US)

• Live demonstrations/workshops at conferences/exhibitions from the experts complete with fact sheet/instructions

• Free monthly trial

Sponsorship of the product

Opportunities will be investigated with• B&Q• Wickes• Dulux• Argos• Ikea• MFI• Black and Decker

Providing:• in store flyers• discount vouchers for subscribers• cross marketing opportunities

Competition

Several similar products but nothing covering all features of Simply DIY

Addresses net generation with Web 2.0 features, eg. Forum, blog and podcasts

USP’s: Interactive and DIY community based

User Interaction

User category: DIY novices or anyone returning to DIY projects

No technical or IT expertise requiredUser needs assessed: feedback formsUser created content: web forum