A new kind of publishing Rhodé Odendaal (General Manager) Marí Visagie (Online Publisher)

Essence of self-publishing Primary principle: author carries all financial risk and responsibility for publishing, marketing, selling and distributing his/her publication Commercial self-publishing 2009 : Charge authors for services rendered in entire publishing process Provide real and virtual marketing, sales and distribution channels NLSA 0620 issues 15/day in 2007 (3600)

Primary principle:

author carries all financial risk and responsibility for publishing, marketing, selling and distributing his/her publication

Commercial self-publishing 2009 :

Charge authors for services rendered in entire publishing process

Provide real and virtual marketing,

sales and distribution channels

A global phenomenon Internet self-publishing firms help authors with selling and creating awareness of their work The write stuff (Tim Nott, Personal Computer World, Jan 2009) Self-publishers flourish as Writers pay the tab (Mokoto Rich, NYT, Jan 2009) “ we can’t promise you a bestseller, but we can show you how to do it all yourself, and at minimal cost” (PCW) “ During an economic downturn, books tailored to such narrow audiences may fare better than titles from traditional publishers that depend on a more general appeal” (NYT, 2009) “ Self published books are a positive step towards allowing talented writers with little resources to print and market their own talents” (SPR, 2009)

Internet self-publishing firms help authors with selling and creating awareness of their work

2002 820K titles 5k every week 400k in 2008 alone Revenue doubled 2005-2006 37% growth from 2007-2008

2002

820K titles

5k every week

400k in 2008 alone

Revenue doubled 2005-2006

37% growth from 2007-2008

New technology: POD Single copies printed on order no stock with no value and no risk Less commitment on author’s part and greater ROI: “Particularly in this economy, who wants to buy a certain amount of copies of their book?” Greater speed to get the book to market Environmental benefit of fewer printed copies B2C and B2B More authors turn to Web and print-on-demand Publishing (Elham Khatami, 2008, CNN.com) POD People (Jeremy Robinson, 2006, Breakneck Books)

Single copies printed on order

no stock with no value and no risk

Less commitment on author’s part and greater ROI: “Particularly in this economy, who wants to buy a certain amount of copies of their book?”

Greater speed to get the book to market

Environmental benefit of fewer printed copies

B2C and B2B

So Crink? HUMAN INTERVENTION AUTOMATED RESPONSE Publishing Package Micropayments

South African online challenges SA publishers only now catching up on Internet BUT: Use of mobile internet is growing – rising 57% from Oct 2007 – Oct 2008. Studies have shown that mobile internet users are men aged 18-44 Rick Joubert (Mobile Advertising at Vodacom) “9,5 million mobile internet users versus 5 million desktop users” Mobile affords users cheap internet access Popular sites visited includes Facebook, Google & Wikipedia Mobile a platform for the future Putting in place a digital strategy is not easy Not merely an extension of the marketing strategy Make it part of the business Time Appoint a project coordinator Money Expensive platform Cutting out the middle man Research Your competitor’s weakness & strengths Partners Printers, Finance department, IT company, Distributor Understanding technical jargon Familiarize yourself with new concepts Reinvent your business backwards and forwards Are you a trend setter or follower?

SA publishers only now catching up on Internet BUT:

Use of mobile internet is growing – rising 57% from Oct 2007 – Oct 2008.

Studies have shown that mobile internet users are men aged 18-44

Rick Joubert (Mobile Advertising at Vodacom) “9,5 million mobile internet users versus 5 million desktop users”

Mobile affords users cheap internet access

Popular sites visited includes Facebook, Google & Wikipedia

Mobile a platform for the future

Putting in place a digital strategy is not easy

Not merely an extension of the marketing strategy

Make it part of the business

Time

Appoint a project coordinator

Money

Expensive platform

Cutting out the middle man

Research

Your competitor’s weakness & strengths

Partners

Printers, Finance department, IT company, Distributor

Understanding technical jargon

Familiarize yourself with new concepts

Reinvent your business backwards and forwards

Are you a trend setter or follower?

Taking your business online Our development was outsourced F-specs Your vision / focus point The document that describes in detail the characteristics of the product to its intended capability / describes the requested behaviour of a system Purpose: consensus on what the platform should achieve, before you spend time on the writing of the t-specs, source codes and debugging T-specs It defines how the system is going to be built You need to be certain exactly what technical features will be provided Keep the specs updated User test data Involve the team Do role-play Debugging Unsuspected and unwanted behaviour Usually fixed free of charge Development contract IP Rights & Management (Source code) SLA Severs, hosting, maintenance, design, new development Online is dynamic and requires constant change Year plan for new development and marketing (think long-term) Google Analytics is your best friend Get the feet through the door

Our development was outsourced

F-specs

Your vision / focus point

The document that describes in detail the characteristics of the product to its intended capability / describes the requested behaviour of a system

Purpose: consensus on what the platform should achieve, before you spend time on the writing of the t-specs, source codes and debugging

T-specs

It defines how the system is going to be built

You need to be certain exactly what technical features will be provided

Keep the specs updated

User test data

Involve the team

Do role-play

Debugging

Unsuspected and unwanted behaviour

Usually fixed free of charge

Development contract

IP Rights & Management (Source code)

SLA

Severs, hosting, maintenance, design, new development

Online is dynamic and requires constant change

Year plan for new development and marketing (think long-term)

Google Analytics is your best friend

Get the feet through the door

F - Spec

T - Spec SELL & SERVICES BUY USERS MY CRINK COMMUNITY PAGES & CONTENT PUBLISH Shopping Cart Search Products Payments Order Tracking Invoices Categories Cover Manuscript Templates Printing & Delivery Storefront Friends Forums Blogs Groups Newsletters My Pages Account Profile Services Reports Pages Tooltips & Labels Copy Notices Documents Communications Books Service Directory Get Noticed Sale Tools Distribution Registration Login Permissions Lost Password

Shopping Cart

Search Products

Payments

Order Tracking

Invoices

Categories

Cover

Manuscript

Templates

Printing & Delivery

Storefront

Friends

Forums

Blogs

Groups

Newsletters

My Pages

Account

Profile

Services

Reports

Pages

Tooltips & Labels

Copy

Notices

Documents

Communications

Books

Service Directory

Get Noticed

Sale Tools

Distribution

Registration

Login

Permissions

Lost Password

Use case & test data

Monetising the Web You are in essence changing your business model. Take off your print hat! The same laws do not apply when you go online. Key processes Operational Managerial Financial Key resources People, technology, products, facilities, equipment and brand that help to deliver your CVP Profit formula Revenue model Cost structure Margin model Customer Value Proposition (CVP) helping a customer get an important job done, better than the competition

Key processes

Operational

Managerial

Financial

Profit formula

Revenue model

Cost structure

Margin model

New economic principles Wikinomics wikinovel The Long Tail most of our titles average sales of no more than 200 per annum Increased Marginal Rate of Return Heavy initial investment in platform, but able to delivery product in more than one format Economics of the Free We give away what is most basic and vital to publishing – the process itself The Long Tail (Chris Anderson, 2006, Wired.com) Wikinomics (Tapscott & Williams, 2008, Atlantic Books) The Cult of the Amateur (Andrew Keen, 2007)

Wikinomics

wikinovel

The Long Tail

most of our titles average sales of no more than 200 per annum

Increased Marginal Rate of Return

Heavy initial investment in platform, but able to delivery product in more than one format

Economics of the Free

We give away what is most basic and vital to publishing – the process itself

Social Networking Avatar – Jessica (people more easily identify with a fake character) “ No pressure Jessica, my lady . . .” “ Hoop jy’t ‘n lekker dag gehad, Liefde ” “ Who-ever had that bright idea should be treated to a huge mega-Cappuccino and wacked on the back twice out of sheer gratitude” Blogs, forums, groups, rating systems, FB, “share this” Author shopfronts that can be linked to social network sites “ Look at me – I’m famous online” Not all authors have personal websites SEO / Google Adwords / Google Adsense

Avatar – Jessica (people more easily identify with a fake character)

“ No pressure Jessica, my lady . . .”

“ Hoop jy’t ‘n lekker dag gehad, Liefde ”

“ Who-ever had that bright idea should be treated to a huge mega-Cappuccino and wacked on the back twice out of sheer gratitude”

Blogs, forums, groups, rating systems, FB, “share this”

Author shopfronts that can be linked to social network sites

“ Look at me – I’m famous online”

Not all authors have personal websites

SEO / Google Adwords / Google Adsense

Social Networking What to be aware of (Business 24/7): Small company Very time consuming at first Main goal is to increase traffic How will we turn the increased traffic into money? Most of the people doing the marketing has only recently started to use social networking.

What to be aware of (Business 24/7):

Small company

Very time consuming at first

Main goal is to increase traffic

How will we turn the increased traffic into money?

Most of the people doing the marketing has only recently started to use social networking.

Creating Digital Strategies What and who are we? What do we want to achieve – what is our business strategy Who is the audience? Individually/Collectively What does the audience want? How will they look for us/find us? What do we want them to believe? Make them come back for more

What and who are we?

What do we want to achieve – what is our business strategy

Who is the audience?

Individually/Collectively

What does the audience want?

How will they look for us/find us?

What do we want them to believe?

Make them come back for more