Next Radio Presentation: Bootstrapping a Brand

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Matt from Folder Media discusses bootstrapping a kids media brand called Fun Kids. He explains that Fun Kids will be multi-platform by default, distributing content across DAB digital radio, online, mobile apps and connected TVs to reach kids and families wherever they are consuming media. Matt outlines four strategies for building the Fun Kids brand with limited resources: 1) Distribute content across multiple platforms to reach large audiences; 2) Focus on revenue-generating activities; 3) Develop an efficient organizational structure; 4) Generate revenue through advertising, sponsorships, competitions and branded content.

Business

I’m Matt.

• 11 years

Folder Media
@folderhq
1. Consultancy & Services
2. Build & Manage Digital
Platforms
3. And then... Fun Kids

I’m Matt.

• 11 years

1. Good opportunity
2. Little format competition
3. Grow radio advertising
4. Demonstrate innovation

DAB Digital Radio,
Online, Mobile,
Connected TVs

DAB Digital Radio in London
(9.5m Coverage Area)
Over 40% of Londoners have
a Digital Radio

Online:
www.funkidslive.co
m
iPad and
Radioplayer

On Mobile:
iPhone & iPad, Android,
Blackberry, Windows7

Podcasts:
300k downloads/month
Through 60 channels

Grow Awareness:
Podcasts/Web/YouTube/
Apps/Email/Social
Majority Reach & Hours:
DAB Digital Radio
Out of Broadcast/Bonus:
Streaming & Mobile

Does it grow our revenue?
Does it grow our audience?

If not, we don’t do it.

• Ignore traditional divisions
• New workflows
• Content and platforms – not
just radio
• Everyone Does
Commercial

Alice 5

Joe Josh 4

Suzy Matt Dean
1 or 2
Greg Nicky Bern

James Luke Alex
1
Hannah Bex Jamie

Full-time 1
Part-time 8
9
MD, PD, Production Co-
Ordinator, Web Content, Video
Team, Producers, Writers, Head
of Music and a Web Developer,

Or pay for 3.5 full-
timers?

Music
Presenters
Traditional Advertising

Features
Third Party Kids Brands
Station Sponsored
Talent FK Freelance
Bank Team

Revenue:
1. Spot Ads &
Sponsorship
2. Competitions
3. Fact Files &
Sponsored Features
4. Online & Video

#1 Fish Where The Fishes Are
#2 What’s Your Focus?
#3 Develop the Right Structure
#4 Follow the Money

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Next Radio Presentation: Bootstrapping a Brand

1. Bootstrapping a brand @matt from @folderhq’s @funkids

2. I’m Matt. • 11 years Folder Media @folderhq 1. Consultancy & Services 2. Build & Manage Digital Platforms 3. And then... Fun Kids

3. I’m Matt. • 11 years 1. Good opportunity 2. Little format competition 3. Grow radio advertising 4. Demonstrate innovation

5. #1 Fish Where The Fishes Are

6. Multi-Platform By Default

7. We’re creating a brand that talks to kids and families. Wherever they are.

8. DAB Digital Radio, Online, Mobile, Connected TVs

9. DAB Digital Radio in London (9.5m Coverage Area) Over 40% of Londoners have a Digital Radio

10. Online: www.funkidslive.co m iPad and Radioplayer

11. On Mobile: iPhone & iPad, Android, Blackberry, Windows7

12. 120,000 Tune Ins on Mobile Every Month

13.

14. YouTube: 750,000 Views

15. Podcasts: 300k downloads/month Through 60 channels

16.

17. Grow Awareness: Podcasts/Web/YouTube/ Apps/Email/Social Majority Reach & Hours: DAB Digital Radio Out of Broadcast/Bonus: Streaming & Mobile

18. #2 What’s Your Focus?

19. Does it grow our revenue? Does it grow our audience? If not, we don’t do it.

20. #3 Develop The Right Structure

21. • Ignore traditional divisions • New workflows • Content and platforms – not just radio • Everyone Does Commercial

22. Alice 5 Joe Josh 4 Suzy Matt Dean 1 or 2 Greg Nicky Bern James Luke Alex 1 Hannah Bex Jamie

23. Full-time 1 Part-time 8 9 MD, PD, Production Co- Ordinator, Web Content, Video Team, Producers, Writers, Head of Music and a Web Developer, Or pay for 3.5 full- timers?

24. #4 Follow the money

25. Music Presenters Traditional Advertising Features Third Party Kids Brands Station Sponsored Talent FK Freelance Bank Team

26. Revenue: 1. Spot Ads & Sponsorship 2. Competitions 3. Fact Files & Sponsored Features 4. Online & Video

27.

28. #1 Fish Where The Fishes Are #2 What’s Your Focus? #3 Develop the Right Structure #4 Follow the Money

29. Bootstrapping a brand @matt from @folderhq’s @funkids

Next Radio Presentation: Bootstrapping a Brand

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