Hs news pitch deck


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Hs news pitch deck

  1. 1. Hispanically SpeakingNewsLatinos Preferred Online Casita andVirtual Cultural Centerwww.hispanicallyspeakingnews.com05/131Wednesday, June 19, 2013
  2. 2. Mission StatementOur  goal  is  to  become  the  next-­generation  digital  media  brand  for  U.S.  Latinos  and  Latin  American  audiences  creating  premier,  culturally  anchored  content  platforms  while  cultivating  viable  eCommerce  around  uniquely  Hispanic  cultural  experiences  and  underserved  needs.    Estelle G.WalgreenEWalgreen@hs-news.com2Wednesday, June 19, 2013
  3. 3. Problem /Solution Estelle G.WalgreenEWalgreen@hs-news.com- Information gap between how Latinos get talked about in media and how Latinos view themselves- No established digital brand Latinos can identify with- Vacant niche: 21M online Latinos seeking culturally anchored platforms - market value $478M- Market lag in meeting surging demand for English-preferred culturally relevant content- No digital platform integrating Latino editorial content with culturally connected eCommerceCULTURALLYRELEVANTCONTENTCONTENTTURNED INTOVALUEAUTHENTICLATINOVOICEHSN Solution3Problem• 1% of evening news stories about Latino and not much of that is positive or fair – Study: UCLA Prof. Dr. Otto Santa Ana• 53% of all online Hispanics prefer to read digital content that relates to their specific ethnicity – Study: comScore 2008eMarketer Report• Media stereotypes about Latinos fuel negative attitudes toward Latinos – Study: 2013 Latinos Decision• There is a gap between how media portrays Latinos and how Latinos view themselves – 2012 National Hispanic MediaCoalition StudyOpportunity• In digital no prominent Latino/a columnists; less than half of 1% of op-ed bylines in traditional media by Latinos –Study : FAIR• 66 % Hispanics say it is important to be recognized as Hispanic—through culturally relevant content. Study: ANA.Netthrough comScore &Terra Networks research• Online cultural anchors critical and language increasingly less important though English preferred – Study :MultiCultural Agency 2013• Latinos seek brands that empower their cultural relevancy Study :Building websites for Latinos / Nielsen Study: TheHispanic Market ImperativeWednesday, June 19, 2013
  4. 4. Market Validation Estelle G.WalgreenEWalgreen@hs-news.com$36.6 Billion* $7 Billion $420 MillionU.S. HispanicMedia- Ad SpendU.S. HispanicOnline Media-AdSpend$$$$$$$$$ $23 CPM** Hispanic Digital Leader$$$$$$$ $10 CPM Online News Sites$$$$$ $5 CPM HSN Average earned$$$ $3.5 CPM Weighted Market AverageU.S. Digital Media-AdSpendSource: Nielsen, IAB, AdAge* Zenith OptiMedia: 14% annual growth projected through 2015 ** Cost per ThousandViews4Wednesday, June 19, 2013
  5. 5. Market Size“Latinos  are  most  engaged  and  dynamic  population  on  digital  space” - Nielsen52 Million20.8Million39.4Million$104MillionU.S. Latino/Hispanic MarketU.S. Latinos SeekingHispanic Content SitesPotential HSNMarketValueU.S. Latinos/Hispanics OnLineTotal Available Market Serviceable Available Market HSN Potential Market avg. $5 CPM$1.2Trillion$21.6Billion$6.8BillionU.S. Latino Purchasing PowerU.S. Latino OnlineeCommerce spendavg. purchase $103.19U.S. LatinoCultural purchasesAvg. Quince cost$15,000Sources-­‐  U.S.  Census,  IAB,  comScore,  Nielsen,  ClickZ5Wednesday, June 19, 2013
  6. 6. Our Product10 sections40 verticals30,000+ articleseCommercePin boardsAffiliateProgramsUser FeesOriginal contentContributorsNetworkHome to leadingLatino communityvoices24,000activemembers6Wednesday, June 19, 2013
  7. 7. CompetitiveCOMPETITION Estelle G.WalgreenEWalgreen@hs-news.comTraditionalMediaSpanishLanguageDigital MediaDigitalNetworksCommunityNewspaper(online)LandscapeEnglishLanguageDigitalLatinoMagazines(online)______________________________________*    Traditional  Media:  HSN  ;irst  to  market  amongst  traditional  media,  offering  latino-­‐centric  news;  has  dominant  position  over  NBC  Latino  and  competitive  amongst  others.    Most  do  not  report  independent  numbers* Spanish  -­Language  Digital  Media:  Mature  Digital  Properties  af;iliated  w/traditional  media&  TV  networks.  Upstart  HSN  projected  to  eclipse  Telemundos  online  presence  within  3  years* English  Language  Digital:  Direct  competitor  category  where  HSN  enjoys  number  1  position* Community  Newspapers  Online:  HSN  has  a  dominant  market  position  over  many  English  and  Spanish  language  on-­‐line  community  newspaper.    HSN  has  a  larger  online  audience  them  both  popular  Chicago  Spanish-­‐Language  newspapers* Digital  Networks:  Most  of  HSN  competition  comes  from  digital  networks  and  ad  networks  offering  Latino-­‐centric  news  site.    HSN  has  a  dominant  position  over  all  of  them  except  for  Latinos  Post  which  it  expects  to  surpass  in  2013-­‐14.* Latino  Magazines:    HSN  has  dominant  market  position  over  leading  online  magazines,  including  The  “Leading  Latino  “Magazine    PODER  HISPANICNumber1Number 1Number 1CompetitiveTop 107Wednesday, June 19, 2013
  8. 8. Competitive AdvantagesMarket Leader Market TractionDigital AssetOptimizationRespectedSourceStrong EarningsPotentialSought AfterLatino-CentricContent• First  to  market,  quickly  garnering  critical  mass• Top  ranked  English-­‐language  Hispanic  website• 2013:  Primed  to  break  into  top  10  Largest  Hispanic  websites  per  comScore  (English  &  Spanish)• Year-­‐over-­‐year  double-­‐digit  audience  growth• Annual  increases:  page  views,  time  on  site,  direct  audience• 20,000+  forum  members• Content  distribution  agreements• Content  used  by  premier  general  market  sites  as  their  “Preferred  Latino  Source”• Branding  across  social  platforms,  newsletters,  forums,  RSS  feeds,  mobile  feed• Authentic  independent  Latino  voice• Award  winning• High  Google  page  rank,  Klout  score•   Award  winning  curation  of  leading  Latino  voices• Scalable:  monthly  burn  rate  @  $12,500• HSN  media  buy  provides  value,  reach  and  relevancy• Highest  CPM  rates  for  news  platforms• Operating  within  two  large  opportunity  markets:  Hispanic  and  Digital• Primed  for  lucrative  af;iliate  programs  and  user  fees• Over  1  M  monthly  ad  impressions  (US)•   24/7  publishing,  breaking  news,  current  affairs•   Vast  archived  content  and  evergreen  articles•   Trendspotter  and  viral  content  capture•   Extensive  contributors  network,  content  partnerships  8Wednesday, June 19, 2013
  9. 9. User Acquisition Estelle G.WalgreenEWalgreen@hs-news.comReader User/Fan ConsumerSEO,  social  media,  newsletters,    forums,  content  distribution,  mobile,  paid  search,  Latino-­‐centric  content,  content  recommendation  engines,  word  of  mouth,  brand  development,  create  digital  network  Tech  talent,  recommendation  boards,  buzz  marketing,  targeted  email  lists,  unique  mobile  experiences,  user  rewards,  distributed  promotion,  enhance  audience  experience,    cultural  anchorsDedicated  eCommerce  site,  PR,  strategic  partnerships,  sponsored  content,  internet  advertising,  quince  expos,  event  sponsorships,  quince-­‐only  search  &  shopping  engine9Wednesday, June 19, 2013
  10. 10. Revenue/Business ModelDigital Advertising User Fees Affiliate Programs Quince E-Commerce(In Development)+  Af;iliate  Marketing:  Davids  Bridal,  TBDress,  Dress  for  Quinces+    Sales  Partnerships+    Sales  Commission  Agreements+  Af;iliate  Marketing  :  Commission  Junction,  linkShare,            ShareaSale+   NGL  Video  +  Job  Board/Indeed+    Surveys+    Content  Distribution  Agreements+  CPM    based  ad-­‐revenue+  Real  Time  Bidding  Ad  Networks+  In-­‐house  Sales  Staff+  Sponsored    Content+  Embedded  MicrositesHispanically Speaking NewsWhere Two Opportunity Markets -Latino and Digital - Meet10Wednesday, June 19, 2013
  11. 11. Milestones-Projections• 18-month market research prior to launch (January  2009)• Launched Site (June  2010)• Recognized for a Demographic Target of “Up-Scale Latinos 25-59, Earning $50,000-$100,000” (January  2011)• Lean: (3) editorial staff w/ $12,500 burn rate(July  2011)    • Named National Top Content Provider forHispanic Audiences (July  2011)    • 75% avg. Audience Growth since inception  (January  2012)• Names One of Chicago Top Content Curators(September    2012)• Over 1M monthly ad impressions (December    2012)• Achieve Google Page Rank of 5 (November  2012  )        • Raised 600K seed capital (January  2013)• Full Site Upgrade for SEO Optimization(January  2013)• 6.0M Page-views(April  2013)• Strong traffic growth without additionalstaffing  (May  2013)100000020000003000000400000050000002010 2011 2012 2013 2014 2015 2016Monthly PageViewsPost Funding # Readers/Users/mo Earnings*Yr 1Yr 2Yr 3Yr 4500,0001,000,0002,500,0005,000,000What We’ve Done Where We’re Going$250,000$765,000$2.65 M$5.6 MMarketValue ***Worst case scenario: digital ads/user-fees/affiliate programs but no eCommerce $$2.2 M$4.45M$14.9M$29.5M** $7-10Value for monthly uniques plus 3x earnings11Wednesday, June 19, 2013
  12. 12. Funding Needed Estelle G.WalgreenEWalgreen@hs-news.comWhat we Need:$400,000 to $500,0003827,998154982 -6379,996924969Mexican Peso150000000.0-250000000.0Costa Rican colon817501.06-1362501.77Peruvian Nuevo SolNo VenezuelanBolivaresPleaseFor What:+ 6 employees @ 18 months of Operation+ Sales and Tech Talent Acquisition+ User Acquisition & Marketing+ Launch of Digital Media Enterprise Sites+ Develop eCommerce Quince SiteORORHow we’ll Take it:NOT12Preferably Good Old U.S.Dollars!ORWednesday, June 19, 2013
  13. 13. Risk & Offset Estelle G.WalgreenEWalgreen@hs-news.comRISK OFFSETLow barrier to entry; newcompetitorsDevelop name brand , high market penetrationensuring continuous audience growthExisting Competitors adding similar contentofferingsHeavy reliance on online ad revenue thatscyclical, with CPM rates under pressure andtrending toward lower based mobile rates.Slow monetization of siteAdditional investment capital needed to continueas ongoing concernLeverage HSN’s unique Latino voice, culturalanchors;move engaged user base to highlyengaged; technology to drive creativityDiversify revenue sources,engage marketersseeking Latino consumer,develop viableenterprise around unique cultural experiencesMove focus from editorial to sales; hire digitalmedia sales staff to meet revenue targets,marketing objectivesSeek external funding sources,partners13Wednesday, June 19, 2013
  14. 14. Exit Strategy Estelle G.WalgreenEWalgreen@hs-news.com0 200 400 600 800 1,000(In Millions)IPOAquisitionsInvestor BuyoutsDigital Media; Activity 2011-1st Qtr. 2013$912 M*$700 M$230 M* EnterpriseValue**Data does not IncludeYahoo acquisition Tumblr, May 2013, $1.1B, @$9.47/monthly uniques14Wednesday, June 19, 2013
  15. 15. Meet The Players Estelle G.WalgreenEWalgreen@hs-news.comEstelle W.Co-­‐Founder,  Editor-­‐in-­‐ChiefMartin KProgrammerCristian GFinance  ContributorKim K.Co-­‐Founder,  COOLa Communidad              ContributorsNicole L.      EditorialDena M.Health  ContributorElizabeth LEducation  ContributorJessie R.    EditorialAlfredo LSports  Contributor15Wednesday, June 19, 2013
  16. 16. Graciaswww.hispanicallyspeakingnews.comEWalgreen @HS-News.comEstelle Gonzales Walgreen16Wednesday, June 19, 2013