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Athina business pitch

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Product description, marketing strategy, and competitive advantage of Athina.

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Athina business pitch

  1. 1. 1
  2. 2. Case Study Andy Harris is a published author and professor at Indiana University/Purdue University 2
  3. 3. The FoundersMatthew A. Cauble Speros Kokenes Robert RhinehartBoard of Advisors 3Josh Roberts
  4. 4. +
  5. 5. Executive SummaryA way for monthly subscribers to discover, read, and share eBooks – anywhere.Goals  Provide customers pay-per use access to eBooks at competitive prices  Provide a platform for readers to connect with other readers  Increase literacy around the world  Cooperate with distributors and publishers to enhance the user experience  To be a secure system and protect the intellectual property on the serviceWhat people want  17.6 Million active eBook customers in 2010 (Forrester Research)  Better browsing  Netflix movies, rDio music subscription, Pandora radio  70% of eBook users are interested in all-you-can-read service (Elasticpath Research)Publisher contracts  Publishers receive up to 60% of value of book  When a book is sold, publishers receive 70% of the value 6
  6. 6. Why AthinaThis slide intentionally left blank for demo. 7
  7. 7. Marketing Plan 8
  8. 8. Competition analysisKey Competition: Library service Potential Entrants • Almost free (requires library card) • Develop simple, clean, extensive • Libraries pay cost to lend book all you can read model • Digital scarcity • Expand library programs to • Limit on books out at a time eliminate digital scarcity and time • Available for dedicated eReaders restrictions (Nook, Kindle, etc.) • Big publishers team to offer direct service Athina’s competitive advantage and response • Pending patent on Discover • No time limits on checkouts • Athina is a community • No digital scarcity • Develop Athina for dedicated • Greater revenue opportunity eReaders for publishers • Users want the most selection 10
  9. 9. Scenario Analysis • Small publishers have expressed a seriousMajor publishers refuse to interestoffer content on Athina. • Thousands of independent authors • Users clearly demanding convenience and price • Subscribers notified of increase in price andRoyalty expenses exceed the reasonrevenue. • Expand service to selling eBooks • Adjust contracts with publishersWhy not offer a free model • No conclusive research on potential revenuefor users where revenue is • Facebook generates < $6/user annually 11generated by advertising? • Beta test potential 11
  10. 10. Sales Forecast Annual Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 TotalsSubscribers 10000 16300 30970 50481 82284 134123 218621 356352 580854 946792 1543270 2515531 6485578Monthly Price 7.99 7.99 7.99 7.99 7.99 7.99 7.99 7.99 7.99 7.99 7.99 7.99Monthly Total 79,900 130,237 247,450 403,344 657,451 1,071,645 1,746,781 2,847,253 4,641,022 7,564,866 12,330,731 20,099,091 51,819,770 17 Million eBook customers in 2010 35% of consumers are “Very interested” 46% of consumers mainly use Kindle 3.2 Million consumers available now 12
  11. 11. The Deal Today we have a demo product With Capital – Beta Product for users in 6-8 weeks $250,000 for acceleration of development, paying legal fees, and negotiating withpublishers 13

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