Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line

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In the fall of 2008, Abingdon Press launched a new line of Christian fiction. In spite of the worst economy since the Great Depression, the launch was successful and the line promises to be a strong contributor to Abingdon’s offerings going forward. In this presentation, Tammy will give an overview of why they chose Abingdon’s launch and highlight some of their successes and key learnings.

Business

Birth of a Healthy New Christian Fiction Line Tammy Gaines Abingdon Press

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Innovation pays for itself % of Annual Revenues The Rest 23% “New Products” 39% “New Products” The Best 60% 40% 75% 25% LE-Line Extensions NTW-New to World NTC-New to Company IMP-Revisions/Improvements RE-Repositionings CR-Cost Reductions 17% 22% 30% 18% NTW NTC LE IMP RE CR 8% 15% 31% 42% NTW NTC LE IMP RE CR

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Their Fiction Content Preferences 35% Biblical storytelling 21% Speculative 29% Contemporary issues 32% Romance 46% Historical fiction 49% Mystery & suspense

Influenced by Bestseller Lists and Excellent Books

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Library Journal Best Books of 2009 Christian Fiction Winner “ This delightfully eccentric tale, with its colorful characters who pull at the heartstrings, will stay with readers long after they finish it.” – Tamara Butler, Library Journal

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1. Birth of a Healthy New Christian Fiction Line Tammy Gaines Abingdon Press

3. Innovation Training

5. Innovation pays for itself % of Annual Revenues The Rest 23% “New Products” 39% “New Products” The Best 60% 40% 75% 25% LE-Line Extensions NTW-New to World NTC-New to Company IMP-Revisions/Improvements RE-Repositionings CR-Cost Reductions 17% 22% 30% 18% NTW NTC LE IMP RE CR 8% 15% 31% 42% NTW NTC LE IMP RE CR

9. Their Fiction Content Preferences 35% Biblical storytelling 21% Speculative 29% Contemporary issues 32% Romance 46% Historical fiction 49% Mystery & suspense

10. Influenced by Bestseller Lists and Excellent Books

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16. Impact on Brand?

17. Fall 2009 Launch

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19. Library Journal Best Books of 2009 Christian Fiction Winner “ This delightfully eccentric tale, with its colorful characters who pull at the heartstrings, will stay with readers long after they finish it.” – Tamara Butler, Library Journal

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21. Spring 2010

22. Fall 2010

Editor's Notes

Pg 15 of Innovation, Kuczmarski Think of innovation as a portfolio of different types of products with varying degrees of risk, potential return, and strategic roles. Think of innovation performance like a stock portfolio. In any group of stocks there will be some individual losers, but as long as the portfolio is increasing in value overall, the investor can claim a successful investment strategy.
Understand the Customer Begin with customer problem identification and need intensity research Don’t start with idea generation; view it as creative problem-solving Look first at customer-identified problems, gripes, hassles, complaints, and unmet needs Then aim to create new solutions to resolve, address, or improve them Find “high consumer need intensity” Uses a lot of qualitative…

Tammy Gaines - Industry Case Study: The Birth of a Healthy New Christian Fiction Line

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Editor's Notes