IDPF 2014
May 29th
DIRECT DISTRIBUTION:
What Does It Take To Pull It Off?
WHO WE ARE
Micah Bowers
Founder & CEO – Bluefire
@MicahSB
Doug Lessing
President – Firebrand Technologies
@AskBurnie
Krist...
WHAT
IS IT?
#DigitalBook2014
THE FOUR ELEMENTS
Strategy
Technological Solution
Commitment to Engagement
Sustained Execution
#DigitalBook2014
May 30, 2014
BEA 2014 Direct 2 Consumer
Firebrand Perspective
Firebrand Technologies
Doug@FirebrandTech.com
516-356-6633
BE A FIREBRAND
People don’t buy ‘What You Do’
People buy ‘Why You Do It’
Simon Sinek
TED Talk on Leadership Sept 2009
BE A FIREBRAND
Why?
BE A FIREBRAND
Growing Expectations
• Consumers Expect to Purchase Print and eBooks
• Publishers and Readers Benefit From ...
BE A FIREBRAND
Do You Feel Fulfilled?
• Print Fulfillment and eBook Fulfillment in a single
Shopping Cart? How do I do tha...
BE A FIREBRAND
Time to Get Engaged
• People Don’t Buy What You Do,
They Buy Why You Do It
BE A FIREBRAND
No Finish Line
Publishers Offering Direct Distribution:
What Does it Really Take To Pull It Off?
Micah Bowers | Founder & CEO | mbowers@b...
Strategy
UNDERSTANDING SUCCESS:
• The Goal Mix
• The ROI Gorilla
Strategy
#DigitalBook2014
Strategy
DEFINING AND COMMUNICATING SUCCESS:
Strategy
• Defining and weighting the various goals of the
initiative
• Clearly defini...
Technological Solution
EMBRACING CHANGE:
• Choose vendors like choosing a mate
• Lean in or lean out, but definitely go
lean
• Map technologies t...
Commitment to
Engagement
• A cultural shift?
• Engagement is a key
component to achieving
most goals
Commitment to
Engagement
#DigitalBook2014
Sustained Execution
Sustained Execution
• Watch out for the hobby label
• Failure is not an option…
it’s an asset
#DigitalBook2014
Getting Started
DIRECT DISTRIBUTION:
What Does It Take To Pull It Off?
CASE STUDIES
Kristen McLean
Founder & CEO
Bookigee
@BKGKristen
F&W
Media
F+W, A Content + eCommerce Company
“F+W connects passionate, like-minded groups of
people to share an ongoing exchange of ...
F&W - STRATEGY
33 VERTICALS WITH DEDICATED E-COMMERCE STORES
F&W - TECHNOLOGY
WEB-BASED, INTEGRATED SITES - COMMUNITY, CONTENT & COMMERCE
The entire
world of this
interest – in
one pl...
F&W – ENGAGEMENT COMMITMENT
A CONTENT TEAM OF 6-10 PEOPLE FOR EACH VERTICAL
Led by a group publisher (content) and a digit...
F&W – SUSTAINED EXECUTION
E-COMMERCE HAS GROWN FROM $6M TO $60M IN 6 YEARS
• F&W serves 20 million consumers annually
• Do...
FarFaria
FARFARIA - STRATEGY
To create an immersive, game-like kids’
reading environment for home and school
that focuses on origin...
FARFARIA - TECHNOLOGY
MOBILE APPS FOR APPLE & ANDROID – FREEMIUM/SUBSCRIPTION
Interactive Story-World
Sort by level “Read ...
FARFARIA – ENGAGEMENT COMMITMENT
A FULLTIME TEAM OF ELEVEN + DEVELOPERS IN BRAZIL & PHILLIPINES
• Dozens of artists and vo...
FARFARIA – SUSTAINED EXECUTION
IN FARFARIA FAMILIES, KIDS READ MORE THAN 5X THE NATIONAL AVERAGE
• FarFaria has over 1 mil...
TribBooks
fromChicagoTribune
Our recommendations,
Your passion.
To create a prototype literary app that
could be used to drive engagement,
subscription conversion, and revenue
throughout...
TRIBBOOKS - TECHNOLOGY
BUILT ON PAGE FOUNDRY’S INKTERA MOBILE EBOOKSTORE PLATFORM
Curation driven by
Tribune editorial
Emb...
TRIBBOOKS - TECHNOLOGY
CONTENT EXCHANGE WITH OTHER PUBLISHERS
• Publisher gives ltd. qty. of ebooks
• Tribune uses books f...
TRIBBOOKS – ENGAGEMENT COMMITMENT
FULL MARKETING & EDITORIAL INTEGRATION ACROSS THE TRIBUNE
• Core team of eight at Tribun...
TRIBBOOKS – SUSTAINED EXECUTION
EXCEEDED TRIBUNE ROLLOUT EXPECTATIONS BY 500%
Plans on drawing board for versions for othe...
THE FOUR ELEMENTS
Strategy
Technological Solution
Commitment to Engagement
Sustained Execution
#DigitalBook2014
THANKS!
Micah Bowers
Founder & CEO – Bluefire
@MicahSB
Doug Lessing
President – Firebrand Technologies
@AskBurnie
Kristen ...
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Publishers Offering Direct Distribution: What Does it Really Take To Pull It Off?

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This deck was presented at IDPF 2014 at Book Expo America on May 29th, 2014.

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Publishers Offering Direct Distribution: What Does it Really Take To Pull It Off?

  1. 1. IDPF 2014 May 29th DIRECT DISTRIBUTION: What Does It Take To Pull It Off?
  2. 2. WHO WE ARE Micah Bowers Founder & CEO – Bluefire @MicahSB Doug Lessing President – Firebrand Technologies @AskBurnie Kristen McLean Founder & CEO – Bookigee @BKGKristen #DigitalBook2014
  3. 3. WHAT IS IT? #DigitalBook2014
  4. 4. THE FOUR ELEMENTS Strategy Technological Solution Commitment to Engagement Sustained Execution #DigitalBook2014
  5. 5. May 30, 2014 BEA 2014 Direct 2 Consumer Firebrand Perspective Firebrand Technologies Doug@FirebrandTech.com 516-356-6633
  6. 6. BE A FIREBRAND People don’t buy ‘What You Do’ People buy ‘Why You Do It’ Simon Sinek TED Talk on Leadership Sept 2009
  7. 7. BE A FIREBRAND Why?
  8. 8. BE A FIREBRAND Growing Expectations • Consumers Expect to Purchase Print and eBooks • Publishers and Readers Benefit From Bundling • 80% of eBook Sales at Dover are Bundles
  9. 9. BE A FIREBRAND Do You Feel Fulfilled? • Print Fulfillment and eBook Fulfillment in a single Shopping Cart? How do I do that? • Tools are available, but how do you integrate?
  10. 10. BE A FIREBRAND Time to Get Engaged • People Don’t Buy What You Do, They Buy Why You Do It
  11. 11. BE A FIREBRAND No Finish Line
  12. 12. Publishers Offering Direct Distribution: What Does it Really Take To Pull It Off? Micah Bowers | Founder & CEO | mbowers@bluefirereader.com
  13. 13. Strategy
  14. 14. UNDERSTANDING SUCCESS: • The Goal Mix • The ROI Gorilla Strategy #DigitalBook2014
  15. 15. Strategy
  16. 16. DEFINING AND COMMUNICATING SUCCESS: Strategy • Defining and weighting the various goals of the initiative • Clearly defining how success will be measured or expressed • Communicating these goals and success measurement tactics to management and across the organization • Revisiting and revising goals as you learn and adapt to rapid change – and communicating about that to#DigitalBook2014
  17. 17. Technological Solution
  18. 18. EMBRACING CHANGE: • Choose vendors like choosing a mate • Lean in or lean out, but definitely go lean • Map technologies to goals Technological Solution #DigitalBook2014
  19. 19. Commitment to Engagement
  20. 20. • A cultural shift? • Engagement is a key component to achieving most goals Commitment to Engagement #DigitalBook2014
  21. 21. Sustained Execution
  22. 22. Sustained Execution • Watch out for the hobby label • Failure is not an option… it’s an asset #DigitalBook2014
  23. 23. Getting Started
  24. 24. DIRECT DISTRIBUTION: What Does It Take To Pull It Off? CASE STUDIES Kristen McLean Founder & CEO Bookigee @BKGKristen
  25. 25. F&W Media
  26. 26. F+W, A Content + eCommerce Company “F+W connects passionate, like-minded groups of people to share an ongoing exchange of information, ideas, and inspiration. We are committed to providing the very best experience for our consumers across our niche categories – craft, art, writing, design, outdoors, and lifestyle.” F&W - STRATEGY
  27. 27. F&W - STRATEGY 33 VERTICALS WITH DEDICATED E-COMMERCE STORES
  28. 28. F&W - TECHNOLOGY WEB-BASED, INTEGRATED SITES - COMMUNITY, CONTENT & COMMERCE The entire world of this interest – in one place Videos, articles & how-tos One stop shopping Print & digital magazines Social media integration
  29. 29. F&W – ENGAGEMENT COMMITMENT A CONTENT TEAM OF 6-10 PEOPLE FOR EACH VERTICAL Led by a group publisher (content) and a digital product director (structure) Each Content Team works with: • Shared cross-vertical marketing personnel • Email deployment specialists • Customer service staff • Web developers
  30. 30. F&W – SUSTAINED EXECUTION E-COMMERCE HAS GROWN FROM $6M TO $60M IN 6 YEARS • F&W serves 20 million consumers annually • Double-digit growth in organic traffic to many primary communities • Company has completely retooled its business model
  31. 31. FarFaria
  32. 32. FARFARIA - STRATEGY To create an immersive, game-like kids’ reading environment for home and school that focuses on original content and digital reading for children 2-9.
  33. 33. FARFARIA - TECHNOLOGY MOBILE APPS FOR APPLE & ANDROID – FREEMIUM/SUBSCRIPTION Interactive Story-World Sort by level “Read to Me” or read alone 700+ stories - Five new stories each week
  34. 34. FARFARIA – ENGAGEMENT COMMITMENT A FULLTIME TEAM OF ELEVEN + DEVELOPERS IN BRAZIL & PHILLIPINES • Dozens of artists and voice actors • Technical co-founder in-house • 33 iOS releases/versions - Android new • Building out Common Core (CCSS) now • Constantly using metrics to improve
  35. 35. FARFARIA – SUSTAINED EXECUTION IN FARFARIA FAMILIES, KIDS READ MORE THAN 5X THE NATIONAL AVERAGE • FarFaria has over 1 million reads per month • Winner 2014 Family Choice Award • Education.com partnership to give 10,000 teachers new digital libraries • $3.3M A Round lead by VC Inventus Capital in February 2014
  36. 36. TribBooks fromChicagoTribune Our recommendations, Your passion.
  37. 37. To create a prototype literary app that could be used to drive engagement, subscription conversion, and revenue throughout the papers in The Tribune portfolio. TRIBBOOKS - STRATEGY
  38. 38. TRIBBOOKS - TECHNOLOGY BUILT ON PAGE FOUNDRY’S INKTERA MOBILE EBOOKSTORE PLATFORM Curation driven by Tribune editorial Embedded HTML5 Tribune content Real-time flash sales Trib eBooks free to subscribers 1.3M books in catalog
  39. 39. TRIBBOOKS - TECHNOLOGY CONTENT EXCHANGE WITH OTHER PUBLISHERS • Publisher gives ltd. qty. of ebooks • Tribune uses books for promotion in the app • Tribune underwrites major ad campaign to 1.3M readers • Publisher receives face-out bump in larger market • Publisher receives complete engagement reporting
  40. 40. TRIBBOOKS – ENGAGEMENT COMMITMENT FULL MARKETING & EDITORIAL INTEGRATION ACROSS THE TRIBUNE • Core team of eight at Tribune & three at Page Foundry • App marketing run by the Tribune staff • Print, & digital advertising to 1.3M Tribune subscribers • Free Tribune eBook content to subscribers • Subscriber integration with the Tribune backend • Event integration with TribNation & LitFest
  41. 41. TRIBBOOKS – SUSTAINED EXECUTION EXCEEDED TRIBUNE ROLLOUT EXPECTATIONS BY 500% Plans on drawing board for versions for other Tribune properties 6X the subscriber engagement with Tribune eBooks Cross-platform content exchange underway with multiple publishers Seen as important experiment among news community
  42. 42. THE FOUR ELEMENTS Strategy Technological Solution Commitment to Engagement Sustained Execution #DigitalBook2014
  43. 43. THANKS! Micah Bowers Founder & CEO – Bluefire @MicahSB Doug Lessing President – Firebrand Technologies @AskBurnie Kristen McLean Founder & CEO – Bookigee @BKGKristen #DigitalBook2014

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