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Lessons In Vertical Media Entrepreneurship In 2017

Presentation by Rafat Ali, CEO, Skift.

Lessons In Vertical Media Entrepreneurship In 2017

  1. 1. SKIFT.COM@SKIFT DEFINING THE FUTURE OF TRAVEL LESSONS IN VERTICAL MEDIA ENTREPRENEURSHIP in 2017
  2. 2. WHO AM I? ‣INDO-BRIT-AMERICAN, COMPUTER ENGINEER TURNED PR PRO TURNED JOURNALIST TURNED BLOGGER TURNED MEDIA ENTREPRENEUR.
 ‣STARTED FIRST EVER BLOG MEDIA CO, PAIDCONTENT, IN 2002. SOLD TO GUARDIAN IN ’08, LEFT 2010.
 ‣TRAVELED 2 YEARS, 15 COUNTRIES, STARTED SKIFT.
 ‣HUSBAND OF SABA, DAD OF ARZAAN. NOW LIVE IN NEW YORK CITY.
  3. 3. THE SKIFT BRAND
  4. 4. SKIFT.COM@SKIFT DEFINING THE FUTURE OF TRAVEL “There's always a story. It's all stories, really. The sun coming up every day is a story. Everything's got a story in it. Change the story, change the world.” Terry Pratchett, A Hat Full of Sky
  5. 5. SKIFT.COM@SKIFT DEFINING THE FUTURE OF TRAVEL SKIFT IS THE LARGEST INTELLIGENCE PLATFORM IN TRAVEL, PROVIDING MEDIA, RESEARCH AND MARKETING TO KEY SECTORS. SKIFT DECIPHERS AND DEFINES TRENDS FOR MARKETERS, STRATEGISTS AND TECHNOLOGISTS IN THE GLOBAL TRAVEL INDUSTRY.
  6. 6. KARBON PRESENTATION 8 • 24LEVEL 13, 82 SPENCER ST, MELBOURNE SKIFT IS EDITORIAL-LED COMPANY, THEY ARE OUR ROCKSTARS. EVERYTHING ELSE IS BUILT TO SERVE THEM AND BUILD THE BUSINESS AROUND THEM.
  7. 7. LEVEL 13, 82 SPENCER ST, MELBOURNE THE SKIFTERS 2014 THE SKIFT TEAM
  8. 8. SKIFT.COM@SKIFT DEFINING THE FUTURE OF TRAVEL skift Products Skift.com Daily news and insights Skift Newsletters Inbox intelligence RESEARCH Bi-monthly deep industry research Skift Global Forum Thought-leadership event Skift X Branded content studio Skift Podcast Conversations with leaders Chefs+Tech Next generation restaurants Skift EDU Learning Sessions for the Smarter Travel Marketer skift magazine Strategically Deployed
 Packaged media
  9. 9. SKIFT.COM@SKIFT DEFINING THE FUTURE OF TRAVEL REDEFINE SCALE “The media we are building is a big part of those who care about travel. That for us is scale, to be a big part of the professional lives of the people in the travel industry. That is how we gauge the effect we are having.” #1.
  10. 10. SKIFT.COM@SKIFT DEFINING THE FUTURE OF TRAVEL THE BATTLE FOR MEDIA RELEVANCE IS ONLY ONE BATTLE do you have the chops to cover a sector or a subject, every which way, with impact & value? #2.
  11. 11. SKIFT.COM@SKIFT DEFINING THE FUTURE OF TRAVEL There is no outside savior coming to rescue MEDIA. It is all you. The value you build with your editorial. The value you can create by being focused on doing a few things very very well. #3.
  12. 12. SKIFT.COM@SKIFT DEFINING THE FUTURE OF TRAVEL Strategically deployed packaged media works Readers overwhelmed with choices, creating right packaged focused media actually is public service, they will come to you. low frequency quality MEDIA can have impact. #4.
  13. 13. SKIFT.COM@SKIFT DEFINING THE FUTURE OF TRAVEL 2017 in media is the year of the subscriber You are either invested in it, or you don't count, literally. #5.
  14. 14. SKIFT.COM@SKIFT DEFINING THE FUTURE OF TRAVEL THINK REPEAT RESIDENTS, NOT REPEAT VISITORS Email isn’t trendy, it has been the workhorse for two decades. works even better in age of platforms, direct relationship creation never easier. #6.
  15. 15. SKIFT.COM@SKIFT DEFINING THE FUTURE OF TRAVEL One step removed from original content creation is one step too many removed from success The biggest disservice media ecosystem has done to smart media entrepreneurs is to push them into starting tools and services companies. #7.
  16. 16. SKIFT.COM@SKIFT DEFINING THE FUTURE OF TRAVEL LIVE EVENTS MATTER, FOR A DIFFERENT REASON THAN USUAL Media cos are only & only human capital, events are test of human endurance & celebration of human achievement. That's why it works. #8.
  17. 17. SKIFT.COM@SKIFT DEFINING THE FUTURE OF TRAVEL Don’t get swept up in the headlines, build around larger trendlines emerging Ignore and Break the silos #9.
  18. 18. SKIFT.COM@SKIFT DEFINING THE FUTURE OF TRAVEL THERE IS STILL TONS OF DISRUPTION LEFT IN BUSINESS INFORMATION B2B DOES NOT HAVE TO BE BORING #10.
  19. 19. SKIFT.COM@SKIFT DEFINING THE FUTURE OF TRAVEL The 9 Nos RULE YOU WILL HEAR 9 Nos BEFORE YOU HEAR THE ONE YES. COROLLARY: SAY 9 NOs TO THINGS BEING THROWN AT YOU, FOCUS ON ONE. #11.
  20. 20. SKIFT.COM@SKIFT DEFINING THE FUTURE OF TRAVEL WHAT’S YOUR UTILITY VALUE TO USERS? WILL ANYONE MISS YOU IF YOU DIE TOMORROW? #12.
  21. 21. IMMERSE YOURSELF in 2017!

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