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Business Plan
Evaluation of Ether‘s Print Possibilities
Lisa Herpel mm091520
David Lechner mm091528
Sebastian Mark mm09153...
Ether Magazine –For You. By You. About You. 2
• Ether is a monthly online English magazine which deals
with local Viennese...
Ether Magazine –For You. By You. About You. 3
• Idea arose to service those in Vienna who were not
familiar with the city ...
Ether Magazine –For You. By You. About You. 4
• Critical year for the magazine as all energies were
focused on getting the...
Ether Magazine –For You. By You. About You. 5
Why?
• Financial Crisis
• Unpredictable future for print
• Changing media cl...
Ether Magazine –For You. By You. About You. 6
We will now continue with…
• Steffi: Target groups and Management
• Basti: P...
Target groups and
the company organisation
structure
Stefanie Scheucher
mm091545
Ether Magazine –For You. By You. About You. 8
Target group
• People with english speaking knowledge
– British, American an...
Ether Magazine –For You. By You. About You. 9
Target group
• Employment
– Most of them are full and part-time employed
– 1...
Ether Magazine –For You. By You. About You. 10
Target group
Influencing Factors of the Buying
Behaviour
• Income
– High ra...
Ether Magazine –For You. By You. About You. 11
• Entrepreneurship and Editor
– Katie Binns is the manager and editor
• Web...
Ether Magazine –For You. By You. About You. 12
• Ether radio
– Is no longer available, because the organisation of this sh...
Ether Magazine –For You. By You. About You. 13
• Other departments
– It is not necessary to outsource other departments, b...
Market Analysis on the Basis
of Porter‘s 5 Forces
Sebastian Mark
mm091531
Ether Magazine –For You. By You. About You. 15
• Defines attractiveness of the market
• Basis for strategy
Porter‘s Five F...
Ether Magazine –For You. By You. About You. 16
Competitive Rivalry within the
Press Market
Intensity is high if:
• There a...
Ether Magazine –For You. By You. About You. 17
Threat of New Entrants
• Threat is low if there are high barriers of entran...
Ether Magazine –For You. By You. About You. 18
Bargaining Power of
Customers
• Powerful buyer is able to force down prices...
Ether Magazine –For You. By You. About You. 19
Bargaining Power of
Suppliers
• Powerful supplier is able to charge higher ...
Ether Magazine –For You. By You. About You. 20
Threat of Substitute
Products
• Substitute has the same function like the i...
Ether Magazine –For You. By You. About You. 21
Results of the analysis
• The intensity of the the five forces is very low
...
SWOT analysis of Ether
Denise Zöhrer
mm091559
Ether Magazine –For You. By You. About You. 23
SWOT
Strengths - Weaknesses – Opportunities – Threats of/for a
company or s...
Ether Magazine –For You. By You. About You. 24
• Strengths : resources, skills and capabilities
• Weaknesses : inadequacie...
Ether Magazine –For You. By You. About You. 25
SWOT analysis of Ether
The SWOT-chart is built up in the following way:
Ether Magazine –For You. By You. About You. 26
SWOT analysis of Ether
Ether Magazine –For You. By You. About You. 27
SWOT analysis of Ether
28
SWOT analysis of Ether
Ether Magazine –For You. By You. About You. 29
Outcome of the analysis
The goal is to develop strategies to use available ...
Marketing Mix
Lisa Herpel
mm091520
Ether Magazine –For You. By You. About You. 31
• Holds the key to achieving organizational
goals
• Consists of 4 Ps:
– Pro...
Ether Magazine –For You. By You. About You. 32
Product Strategy
• Content: adaption of the online version
• Staff: need fo...
Ether Magazine –For You. By You. About You. 33
Product Design
Ligther and
friendlier
Stylish and
trendier
New slogan:
Ethe...
Ether Magazine –For You. By You. About You. 34
Promotion Strategy
• Interests of target group  Spread
flyer/ free first e...
Ether Magazine –For You. By You. About You. 35
Place
• Main competence of the publisher
• Printed ediition released every ...
Ether Magazine –For You. By You. About You. 36
Price
• Benchmark: price between free (e.g. „Budapest Life“)
and two (e.g. ...
Best Case – Worst Case –
Probable Case
David Lechner
mm091528
Ether Magazine –For You. By You. About You. 38
• Show possible consequences of the relaunch
• Estimate development of diff...
Ether Magazine –For You. By You. About You. 39
• Everything reaches it full potential
• Marketing campaign successful
• Mo...
Ether Magazine –For You. By You. About You. 40
• Marketing campaign is a failure
• Newsagents do not keep „Ether“
• Low ad...
Ether Magazine –For You. By You. About You. 41
• Marketing campaign reaches target group
• Ad sales are solid
• Larger new...
Any Questions?
Thank you!!
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Business plan ether 2009

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Business plan ether 2009

  1. 1. Business Plan Evaluation of Ether‘s Print Possibilities Lisa Herpel mm091520 David Lechner mm091528 Sebastian Mark mm091531 Stefanie Scheucher Andrew Swann mm091551 Denise Zöhrer mm091559
  2. 2. Ether Magazine –For You. By You. About You. 2 • Ether is a monthly online English magazine which deals with local Viennese and Austrian issues from an objective viewpoint • Content: Politics, Theatre, Music, Culture, Film and anything which influences the ex-pat community. • Format: A free downloadable PDF file www.ethermagazine.at • Work is voluntary and anyone can write for the magazine (if the topic impresses the editors) What is Ether Magazine?
  3. 3. Ether Magazine –For You. By You. About You. 3 • Idea arose to service those in Vienna who were not familiar with the city and couldn‘t speak German • Launched in October 2006 by three friends, two based in London and one in Vienna • Target: To create „a monthly read which was a combination of a city magazine and a community magazine with an emphasis on arts.“ • Originally done just by Ex-pats. It has since widened ist horizons and there are now writers from all walks of life involved in the project. • Basic reports on life as an ex-pat have since developed into deep and involving journalism. History
  4. 4. Ether Magazine –For You. By You. About You. 4 • Critical year for the magazine as all energies were focused on getting the magazine onto Print. • Search for a publisher started in October 2008, by september 2009 none had been found and all energy, enthusiasm and hope had been lost. • Common answers from the Publishing Houses: „ It is a great idea and has lots of potential but it is just too risky in todays market“ „Everything is there, it is perfect, but we just can‘t finance the project“ 2009: The Year Things Turned Sour
  5. 5. Ether Magazine –For You. By You. About You. 5 Why? • Financial Crisis • Unpredictable future for print • Changing media climate But mainly: • Due to a lack of planning and analysis of what Ether actually is and why. i.e a clear and defined Business Plan…
  6. 6. Ether Magazine –For You. By You. About You. 6 We will now continue with… • Steffi: Target groups and Management • Basti: Porter‘s 5 Forces • Denise: SWOT analysis • Lisa: Marketing Mix • David: Best Case, Worst Case Scenario
  7. 7. Target groups and the company organisation structure Stefanie Scheucher mm091545
  8. 8. Ether Magazine –For You. By You. About You. 8 Target group • People with english speaking knowledge – British, American and Austrian – Two-thirds speak English • Where do they live? – 72% in Vienna – 24% in a foreign country – 2% tourists and travellers • Gender – 60% female – 40% male
  9. 9. Ether Magazine –For You. By You. About You. 9 Target group • Employment – Most of them are full and part-time employed – 15 % of the readers are students – Some are self-employed • Average age of the target group
  10. 10. Ether Magazine –For You. By You. About You. 10 Target group Influencing Factors of the Buying Behaviour • Income – High rate of students - income less than 10.000 € a year – The amount of readers who earn more than 40.000 € a year is also pretty high • International orientation and the English language • Interest in current affairs and culture • Social lifestyle and interests – Go out with friends - into restaurants and bars – Visit museums, theatres and concerts – Interested in fashion, travelling and high-tech products
  11. 11. Ether Magazine –For You. By You. About You. 11 • Entrepreneurship and Editor – Katie Binns is the manager and editor • Website – Administred by Andy Harris • Art and Design – Anja McCloskey is responsible for the desing and layout – She also writes articles – Mark Salesse supports Ms. McCloskey Management company organisation structure
  12. 12. Ether Magazine –For You. By You. About You. 12 • Ether radio – Is no longer available, because the organisation of this show was under extreme pressure – Broadcast on the last Monday of the month – Rian van Spaandonk is a trained radio journalist and created the „Ether Radio“ • Contributors – About 35 volunteers write articles, stories and reports – Everyone is allowed to write Management company organisation structure
  13. 13. Ether Magazine –For You. By You. About You. 13 • Other departments – It is not necessary to outsource other departments, because of the comprehensive knowledge of the team – Marketing and administration is undertaken by current volunteers – Accounting and financial controlling could be problematical • Expenses and insurance – All contributors are volunteers – no pay – They don’t have to be enrolled – no insurance Management company organisation structure
  14. 14. Market Analysis on the Basis of Porter‘s 5 Forces Sebastian Mark mm091531
  15. 15. Ether Magazine –For You. By You. About You. 15 • Defines attractiveness of the market • Basis for strategy Porter‘s Five Forces
  16. 16. Ether Magazine –For You. By You. About You. 16 Competitive Rivalry within the Press Market Intensity is high if: • There are many competitors or few competitors with the same market share  Struggle for the market leadership Ether (low intensity of rivalry): • Unique concept as English city magazine  No direct competitors, no competitors with same market share • Possible indirect competitors: • „Biber“ (circulation : 50.000) • „Wien live“ (circulation : 73.000) • „Falter“ (circulation : 63.000)
  17. 17. Ether Magazine –For You. By You. About You. 17 Threat of New Entrants • Threat is low if there are high barriers of entrance • Barriers in the press market: • High fixed costs • Unequal access to distribution channels Ether (low barriers): • Low costs because staff is working for free • Unequal access to distribution channels: „Pressegroßvertrieb Salzburg“ is the only independent wholesaler  Own distribution channel, because of the special target group
  18. 18. Ether Magazine –For You. By You. About You. 18 Bargaining Power of Customers • Powerful buyer is able to force down prices, to demand better quality or more service • Bargaining power is high if: • Few buyers purchase the majority of the supplier’s products • The supplier’s products are not differentiated or standardized Ether (weak buyers): • No concentrated group of buyers • Highly differentiated (English version) • Independent of press wholesalers by establishing an own distribution channel
  19. 19. Ether Magazine –For You. By You. About You. 19 Bargaining Power of Suppliers • Powerful supplier is able to charge higher prices, to limit quality or service • Bargaining power is high if: • A group of suppliers is more concentrated than the group of customers • The supplier’s products are highly differentiated Ether (weak suppliers): • Main suppliers are journalists (not concentrated) • Journalists are working for free (good opportunity to gain job experience) -> Their work is not very differentiated (many young journalists could replace them under the same conditions)
  20. 20. Ether Magazine –For You. By You. About You. 20 Threat of Substitute Products • Substitute has the same function like the industry’s product • Threat of substitutes is high if: • The substitute offers an attractive price-performance ratio • The switching costs to the substitute for the customers are low Ether (small threat): • Possible substitutes: • English blogs of foreign inhabitants of Vienna • Problem: blogs have less journalists than Ether  Blogs don‘t offer the same variety of issues like Ether There are no blogs, which could be considered as a substitute at the moment
  21. 21. Ether Magazine –For You. By You. About You. 21 Results of the analysis • The intensity of the the five forces is very low  Ether has a huge advantage towards their competitors because: • Highly differentiated • Low costs for staff • No dependence on the traditional distribution channels  Profitable Print version is possible
  22. 22. SWOT analysis of Ether Denise Zöhrer mm091559
  23. 23. Ether Magazine –For You. By You. About You. 23 SWOT Strengths - Weaknesses – Opportunities – Threats of/for a company or service • Helps identify these factors • Offers frame work for interpreting the market situation of a company SWOT analysis
  24. 24. Ether Magazine –For You. By You. About You. 24 • Strengths : resources, skills and capabilities • Weaknesses : inadequacies of resources, skills or capabilities in relation to the competitors • Opportunities: favorable situations • Threats : developments that can affect the business in a negative way SWOT analysis
  25. 25. Ether Magazine –For You. By You. About You. 25 SWOT analysis of Ether The SWOT-chart is built up in the following way:
  26. 26. Ether Magazine –For You. By You. About You. 26 SWOT analysis of Ether
  27. 27. Ether Magazine –For You. By You. About You. 27 SWOT analysis of Ether
  28. 28. 28 SWOT analysis of Ether
  29. 29. Ether Magazine –For You. By You. About You. 29 Outcome of the analysis The goal is to develop strategies to use available strengths to their advantages and avoid threats. → Make-over for online appearance → 78% of current readers would prefer print version und pay for it → Marketing activities have to be improved → Adverts + sponsorships = printing + distribution → Pool of employed and paid journalists → Community features
  30. 30. Marketing Mix Lisa Herpel mm091520
  31. 31. Ether Magazine –For You. By You. About You. 31 • Holds the key to achieving organizational goals • Consists of 4 Ps: – Product – Promotion – Place – Price • Developement of these four Ps responding to our goals and target group Marketing Mix
  32. 32. Ether Magazine –For You. By You. About You. 32 Product Strategy • Content: adaption of the online version • Staff: need for a regular editorial department • Maintaining Homepage www.ethermagazine.at with special services – Pre-sale of tickets – Short news about upcoming events – Chats, blogs or an opportunity of feedback for readers • Corporate Identity and design of the printed product  professional designer
  33. 33. Ether Magazine –For You. By You. About You. 33 Product Design Ligther and friendlier Stylish and trendier New slogan: Ether Magazine - For You. By You. About You.
  34. 34. Ether Magazine –For You. By You. About You. 34 Promotion Strategy • Interests of target group  Spread flyer/ free first edition in resturants, bars and clubs • Campaign Ether via FM4 • Advertisments for Ether on official websites with relation to Vienna, preferable in English, e.g.: wien.info, wien.gv.at or vienna.at • Upcoming tool: application for smartphones
  35. 35. Ether Magazine –For You. By You. About You. 35 Place • Main competence of the publisher • Printed ediition released every two weeks (Readers‘ Profile, European equivanlents) • Distribution of Ether in newsagents • All services are available online
  36. 36. Ether Magazine –For You. By You. About You. 36 Price • Benchmark: price between free (e.g. „Budapest Life“) and two (e.g. „Time Out Amsterdam“) Euros • Target group: full-time employees with regular income • While launch gratis edition, then transformation into a magazine with costs • Price: between 1-2 € • Each edition: 50 to 60 pages including 12 to 18 pages advertisment
  37. 37. Best Case – Worst Case – Probable Case David Lechner mm091528
  38. 38. Ether Magazine –For You. By You. About You. 38 • Show possible consequences of the relaunch • Estimate development of different variables – number of readers – effect of marketing – sold ad pages • Accurate business plan = probable case very likely Best Case – Worst Case – Proable Case
  39. 39. Ether Magazine –For You. By You. About You. 39 • Everything reaches it full potential • Marketing campaign successful • More people than targeted are reached • Ad space booked solid • First issue sold out • New writers • Other projects • Higher frequency Best Case
  40. 40. Ether Magazine –For You. By You. About You. 40 • Marketing campaign is a failure • Newsagents do not keep „Ether“ • Low ad sales • Lower price • New promotion campaign • Other projects put on hold Worst Case
  41. 41. Ether Magazine –For You. By You. About You. 41 • Marketing campaign reaches target group • Ad sales are solid • Larger newsagents keep “Ether” • Some new writers • Steady growth • New products like online community Probable Case
  42. 42. Any Questions?
  43. 43. Thank you!!

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