A new kind of publishing Rhodé Odendaal (General Manager) Marí Visagie  (Online Publisher)
Essence of self-publishing   <ul><li>Primary principle:  </li></ul><ul><ul><li>author carries all financial risk and respo...
A global phenomenon <ul><li>Internet self-publishing firms help authors with selling and creating awareness of their work ...
<ul><li>2002 </li></ul><ul><li>820K titles </li></ul><ul><li>5k every week </li></ul><ul><li>400k in 2008 alone </li></ul>...
New technology: POD <ul><li>Single copies printed on order </li></ul><ul><ul><li>no stock with no value and no risk </li><...
So Crink?  HUMAN INTERVENTION AUTOMATED RESPONSE Publishing Package Micropayments
South African online challenges <ul><li>SA publishers only now catching up on Internet BUT:  </li></ul><ul><ul><li>Use of ...
Taking your business online <ul><li>Our development was outsourced </li></ul><ul><li>F-specs </li></ul><ul><ul><li>Your vi...
F - Spec
T - Spec SELL & SERVICES BUY USERS MY CRINK COMMUNITY PAGES & CONTENT PUBLISH <ul><ul><li>Shopping Cart </li></ul></ul><ul...
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...
New economic principles <ul><li>Wikinomics </li></ul><ul><ul><li>wikinovel </li></ul></ul><ul><li>The Long Tail </li></ul>...
Social Networking <ul><li>Avatar – Jessica (people more easily identify with a fake character) </li></ul><ul><ul><li>“ No ...
Social Networking   <ul><li>What to be aware of (Business 24/7):  </li></ul><ul><ul><li>Small company </li></ul></ul><ul><...
Creating Digital Strategies <ul><li>What and who are we?  </li></ul><ul><li>What do we want to achieve – what is our busin...
Upcoming SlideShare
Loading in …5
×

Rhode Oodendaal & Mari Visagie Crink

451 views

Published on

Case Study: A new kind of publishing - and all of it online

Published in: Technology, Business, Sports
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
451
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Rhode Oodendaal & Mari Visagie Crink

  1. 1. A new kind of publishing Rhodé Odendaal (General Manager) Marí Visagie (Online Publisher)
  2. 2. Essence of self-publishing <ul><li>Primary principle: </li></ul><ul><ul><li>author carries all financial risk and responsibility for publishing, marketing, selling and distributing his/her publication </li></ul></ul><ul><li>Commercial self-publishing 2009 : </li></ul><ul><ul><li>Charge authors for services rendered in entire publishing process </li></ul></ul><ul><ul><li>Provide real and virtual marketing, </li></ul></ul><ul><ul><li>sales and distribution channels </li></ul></ul>NLSA 0620 issues 15/day in 2007 (3600)
  3. 3. A global phenomenon <ul><li>Internet self-publishing firms help authors with selling and creating awareness of their work </li></ul>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)
  4. 4. <ul><li>2002 </li></ul><ul><li>820K titles </li></ul><ul><li>5k every week </li></ul><ul><li>400k in 2008 alone </li></ul><ul><li>Revenue doubled 2005-2006 </li></ul><ul><li>37% growth from 2007-2008 </li></ul>
  5. 5. New technology: POD <ul><li>Single copies printed on order </li></ul><ul><ul><li>no stock with no value and no risk </li></ul></ul><ul><li>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?” </li></ul><ul><li>Greater speed to get the book to market </li></ul><ul><li>Environmental benefit of fewer printed copies </li></ul><ul><li>B2C and B2B </li></ul>More authors turn to Web and print-on-demand Publishing (Elham Khatami, 2008, CNN.com) POD People (Jeremy Robinson, 2006, Breakneck Books)
  6. 6. So Crink? HUMAN INTERVENTION AUTOMATED RESPONSE Publishing Package Micropayments
  7. 7. South African online challenges <ul><li>SA publishers only now catching up on Internet BUT: </li></ul><ul><ul><li>Use of mobile internet is growing – rising 57% from Oct 2007 – Oct 2008. </li></ul></ul><ul><ul><li>Studies have shown that mobile internet users are men aged 18-44 </li></ul></ul><ul><ul><li>Rick Joubert (Mobile Advertising at Vodacom) “9,5 million mobile internet users versus 5 million desktop users” </li></ul></ul><ul><ul><li>Mobile affords users cheap internet access </li></ul></ul><ul><ul><li>Popular sites visited includes Facebook, Google & Wikipedia </li></ul></ul><ul><ul><li>Mobile a platform for the future </li></ul></ul><ul><li>Putting in place a digital strategy is not easy </li></ul><ul><ul><li>Not merely an extension of the marketing strategy </li></ul></ul><ul><ul><ul><li>Make it part of the business </li></ul></ul></ul><ul><ul><li>Time </li></ul></ul><ul><ul><ul><li>Appoint a project coordinator </li></ul></ul></ul><ul><ul><li>Money </li></ul></ul><ul><ul><ul><li>Expensive platform </li></ul></ul></ul><ul><ul><ul><li>Cutting out the middle man </li></ul></ul></ul><ul><ul><li>Research </li></ul></ul><ul><ul><ul><li>Your competitor’s weakness & strengths </li></ul></ul></ul><ul><ul><li>Partners </li></ul></ul><ul><ul><ul><li>Printers, Finance department, IT company, Distributor </li></ul></ul></ul><ul><ul><li>Understanding technical jargon </li></ul></ul><ul><ul><ul><li>Familiarize yourself with new concepts </li></ul></ul></ul><ul><ul><li>Reinvent your business backwards and forwards </li></ul></ul><ul><ul><ul><li>Are you a trend setter or follower? </li></ul></ul></ul>
  8. 8. Taking your business online <ul><li>Our development was outsourced </li></ul><ul><li>F-specs </li></ul><ul><ul><li>Your vision / focus point </li></ul></ul><ul><ul><li>The document that describes in detail the characteristics of the product to its intended capability / describes the requested behaviour of a system </li></ul></ul><ul><ul><li>Purpose: consensus on what the platform should achieve, before you spend time on the writing of the t-specs, source codes and debugging </li></ul></ul><ul><li>T-specs </li></ul><ul><ul><li>It defines how the system is going to be built </li></ul></ul><ul><ul><li>You need to be certain exactly what technical features will be provided </li></ul></ul><ul><ul><li>Keep the specs updated </li></ul></ul><ul><li>User test data </li></ul><ul><ul><li>Involve the team </li></ul></ul><ul><ul><li>Do role-play </li></ul></ul><ul><li>Debugging </li></ul><ul><ul><li>Unsuspected and unwanted behaviour </li></ul></ul><ul><ul><li>Usually fixed free of charge </li></ul></ul><ul><li>Development contract </li></ul><ul><ul><li>IP Rights & Management (Source code) </li></ul></ul><ul><li>SLA </li></ul><ul><ul><li>Severs, hosting, maintenance, design, new development </li></ul></ul><ul><li>Online is dynamic and requires constant change </li></ul><ul><li>Year plan for new development and marketing (think long-term) </li></ul><ul><li>Google Analytics is your best friend </li></ul><ul><ul><li>Get the feet through the door </li></ul></ul>
  9. 9. F - Spec
  10. 10. T - Spec SELL & SERVICES BUY USERS MY CRINK COMMUNITY PAGES & CONTENT PUBLISH <ul><ul><li>Shopping Cart </li></ul></ul><ul><li>Search Products </li></ul><ul><li>Payments </li></ul><ul><li>Order Tracking </li></ul><ul><li>Invoices </li></ul><ul><ul><li>Categories </li></ul></ul><ul><li>Cover </li></ul><ul><li>Manuscript </li></ul><ul><li>Templates </li></ul><ul><li>Printing & Delivery </li></ul><ul><ul><li>Storefront </li></ul></ul><ul><li>Friends </li></ul><ul><li>Forums </li></ul><ul><li>Blogs </li></ul><ul><li>Groups </li></ul><ul><li>Newsletters </li></ul><ul><ul><li>My Pages </li></ul></ul><ul><li>Account </li></ul><ul><li>Profile </li></ul><ul><li>Services </li></ul><ul><li>Reports </li></ul><ul><ul><li>Pages </li></ul></ul><ul><li>Tooltips & Labels </li></ul><ul><li>Copy </li></ul><ul><li>Notices </li></ul><ul><li>Documents </li></ul><ul><li>Communications </li></ul><ul><ul><li>Books </li></ul></ul><ul><li>Service Directory </li></ul><ul><li>Get Noticed </li></ul><ul><li>Sale Tools </li></ul><ul><li>Distribution </li></ul><ul><ul><li>Registration </li></ul></ul><ul><li>Login </li></ul><ul><li>Permissions </li></ul><ul><li>Lost Password </li></ul>
  11. 11. Use case & test data
  12. 12. 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. <ul><li>Key processes </li></ul><ul><li>Operational </li></ul><ul><li>Managerial </li></ul><ul><li>Financial </li></ul>Key resources People, technology, products, facilities, equipment and brand that help to deliver your CVP <ul><li>Profit formula </li></ul><ul><li>Revenue model </li></ul><ul><li>Cost structure </li></ul><ul><li>Margin model </li></ul>Customer Value Proposition (CVP) helping a customer get an important job done, better than the competition
  13. 13. New economic principles <ul><li>Wikinomics </li></ul><ul><ul><li>wikinovel </li></ul></ul><ul><li>The Long Tail </li></ul><ul><ul><li>most of our titles average sales of no more than 200 per annum </li></ul></ul><ul><li>Increased Marginal Rate of Return </li></ul><ul><ul><li>Heavy initial investment in platform, but able to delivery product in more than one format </li></ul></ul><ul><li>Economics of the Free </li></ul><ul><ul><li>We give away what is most basic and vital to publishing – the process itself </li></ul></ul>The Long Tail (Chris Anderson, 2006, Wired.com) Wikinomics (Tapscott & Williams, 2008, Atlantic Books) The Cult of the Amateur (Andrew Keen, 2007)
  14. 14. Social Networking <ul><li>Avatar – Jessica (people more easily identify with a fake character) </li></ul><ul><ul><li>“ No pressure Jessica, my lady . . .” </li></ul></ul><ul><ul><li>“ Hoop jy’t ‘n lekker dag gehad, Liefde ” </li></ul></ul><ul><ul><li>“ Who-ever had that bright idea should be treated to a huge mega-Cappuccino and wacked on the back twice out of sheer gratitude” </li></ul></ul><ul><li>Blogs, forums, groups, rating systems, FB, “share this” </li></ul><ul><li>Author shopfronts that can be linked to social network sites </li></ul><ul><ul><li>“ Look at me – I’m famous online” </li></ul></ul><ul><ul><li>Not all authors have personal websites </li></ul></ul><ul><li>SEO / Google Adwords / Google Adsense </li></ul>
  15. 15. Social Networking <ul><li>What to be aware of (Business 24/7): </li></ul><ul><ul><li>Small company </li></ul></ul><ul><ul><li>Very time consuming at first </li></ul></ul><ul><ul><li>Main goal is to increase traffic </li></ul></ul><ul><ul><li>How will we turn the increased traffic into money? </li></ul></ul><ul><ul><li>Most of the people doing the marketing has only recently started to use social networking. </li></ul></ul>
  16. 16. Creating Digital Strategies <ul><li>What and who are we? </li></ul><ul><li>What do we want to achieve – what is our business strategy </li></ul><ul><li>Who is the audience? </li></ul><ul><ul><li>Individually/Collectively </li></ul></ul><ul><li>What does the audience want? </li></ul><ul><li>How will they look for us/find us? </li></ul><ul><li>What do we want them to believe? </li></ul><ul><li>Make them come back for more </li></ul>

×