This document outlines the business plan for an outdoor adventure company called Outdoor Book Club that organizes trips for women based on books. The plan discusses offering 3 types of adventures, using brand ambassadors to market exclusively to well-read women seeking challenges. Market research shows potential in the adventure travel, women's travel, and book industries. The plan projects first year costs of $43,000 and sales of $92,400, with the goal of $135,000 in sales by year 3. Current status updates include a populated website and local meetup and two summer trips planned.
The document outlines a photography project about portraying the modern woman's lifestyle in a comedic fashion through Wonder Woman-inspired photos. It discusses influences from photographers and directors, potential models and locations for test shoots, and a budget for transportation, materials, and props. The goals are to select up to 10 high-quality photos edited into a comic book style and presented as a comic book to achieve a narrative effect.
Jes Baily (https://www.linkedin.com/in/jesbailey/) održala je webinar u okviru n Starter-a na temu stvaranja zajednice u doba pandemije koju možemo kasnije da aktiviramo i konvertujemo u kupce.
Jes Baily (https://www.linkedin.com/in/jesbailey/) was a speaker at the new nStarter Webinar where she spoke about how to create a community in times of a pandemic that will later be activated and converted into customers.
How to get your work into print - Guaranteed!Glen Palmer
Writing your book, short stories or articles can be very rewarding. However, getting it traditionally published can be hard. Learn the easy techniques and strategies to getting you book into print and online.
This document appears to be a collection of random phrases and symbols with no clear overall meaning or narrative. It includes the name "Bill Stea", the job title "Young adult librarian", a URL about using graphic novels to improve literacy, and some nonsensical phrases and symbols that do not form a coherent summary.
This document discusses e-singles, which are short digital works between 5,000-30,000 words published as standalone ebooks. E-singles are released by traditional publishers, magazines, startups, and Amazon. They cover fiction and nonfiction topics and are sold on ebook stores, standalone websites, and apps. While e-singles allow maintaining reader interest and monetizing short works, challenges include consumer confusion over pricing and finding an audience for every title. Overall, e-singles are doing well, with Kindle Singles selling over 2 million copies, though growth may depend on improved discoverability.
This presentation by Mark Coker, founder of Smashwords, examines the future of book publishing. The presentation was given at the Fremont Writers chapter of the California Writers Club on December 8, 2012.
This presentation was given by Mark Coker at the Edinburgh Publishing Conference held June 12, 2013 at the University of Edinburgh business school in Scotland. The conference examined the innovation, disruption and new business models that are helping to shape the future of publishing. In this presentation, Mark Coker, the founder of Smashwords (a global ebook distributor serving over 60,000 indie authors and small publishers), examined ten trends that are shaping the future of publishing.
The document outlines a photography project about portraying the modern woman's lifestyle in a comedic fashion through Wonder Woman-inspired photos. It discusses influences from photographers and directors, potential models and locations for test shoots, and a budget for transportation, materials, and props. The goals are to select up to 10 high-quality photos edited into a comic book style and presented as a comic book to achieve a narrative effect.
Jes Baily (https://www.linkedin.com/in/jesbailey/) održala je webinar u okviru n Starter-a na temu stvaranja zajednice u doba pandemije koju možemo kasnije da aktiviramo i konvertujemo u kupce.
Jes Baily (https://www.linkedin.com/in/jesbailey/) was a speaker at the new nStarter Webinar where she spoke about how to create a community in times of a pandemic that will later be activated and converted into customers.
How to get your work into print - Guaranteed!Glen Palmer
Writing your book, short stories or articles can be very rewarding. However, getting it traditionally published can be hard. Learn the easy techniques and strategies to getting you book into print and online.
This document appears to be a collection of random phrases and symbols with no clear overall meaning or narrative. It includes the name "Bill Stea", the job title "Young adult librarian", a URL about using graphic novels to improve literacy, and some nonsensical phrases and symbols that do not form a coherent summary.
This document discusses e-singles, which are short digital works between 5,000-30,000 words published as standalone ebooks. E-singles are released by traditional publishers, magazines, startups, and Amazon. They cover fiction and nonfiction topics and are sold on ebook stores, standalone websites, and apps. While e-singles allow maintaining reader interest and monetizing short works, challenges include consumer confusion over pricing and finding an audience for every title. Overall, e-singles are doing well, with Kindle Singles selling over 2 million copies, though growth may depend on improved discoverability.
This presentation by Mark Coker, founder of Smashwords, examines the future of book publishing. The presentation was given at the Fremont Writers chapter of the California Writers Club on December 8, 2012.
This presentation was given by Mark Coker at the Edinburgh Publishing Conference held June 12, 2013 at the University of Edinburgh business school in Scotland. The conference examined the innovation, disruption and new business models that are helping to shape the future of publishing. In this presentation, Mark Coker, the founder of Smashwords (a global ebook distributor serving over 60,000 indie authors and small publishers), examined ten trends that are shaping the future of publishing.
How to Reach More Readers with Self-Published EbooksSmashwords, Inc.
This presentation was given by Mark Coker, founder of Smashwords, at Self Publishing Boot Camp in San Francisco on February 18. The presentation summarizes the best practices of the most successful self-published ebook authors.
This document provides tips and advice for authors on getting started with writing, publishing, and marketing books. It discusses reviewing articles, presenting at conferences, freelance writing, and writing columns as ways to start a writing career. It covers details of book contracts, marketing books through social media, talks, and self-publishing options like print-on-demand services and ebooks. Specific self-publishing platforms mentioned include CreateSpace and Smashwords. The document emphasizes the importance of marketing and publicity even after a book is published.
This document provides tips and advice for authors on getting started with writing, publishing, and marketing books. It discusses reviewing articles, presenting at conferences, freelance writing, and writing columns as ways to start a writing career. It covers details of book contracts, marketing books through social media, talks, and self-publishing options like print-on-demand services and ebooks. Specific self-publishing platforms mentioned include CreateSpace and Smashwords. The document emphasizes the importance of marketing and publicity even after a book is published.
Joshua Johnson provides strategies for modern storytelling and content creation. He discusses using mythic story structures like the hero's journey and identifying core human values and needs. Johnson explains how travel brands can create engaging content by telling stories that follow customers on a hero's journey, with the brand acting as a mentor. He also provides 10 commandments for digital storytelling, such as being human, announcing your values, and using video and photography to bring stories to life.
This document provides an overview of a seminar on why to write. It discusses that writers shape history through their works and outlines various writing mediums. It encourages building writing skills incrementally, from articles to books. It also stresses doing research by reading various publications to find story ideas and learn about different markets. Throughout, it shares advice from successful authors about working hard at writing and making time for it while balancing other responsibilities.
Principles of effective communication messages.
1. Know your audience
2. Tell an authentically true story
3. Positive in tone
4. Minimalist
5. Contrasts the status quo vs. the reward is the call to action is taken
Includes:
* How Jane Goodall became the woman who redefined Man.
* How technology changed how businesses interact online.
* What neuroscience and the study of chimps can tell us about behaviour, motivations and persuasion.
* Class dates and general overview
* Readings
* Publishing process and marketing communications touchpoints
* Assignment details
This document provides an overview of a six-week course on writing titled "Get Published Now!". The first seminar, titled "Why Write?", discusses why people choose to write and the various outlets available. It encourages participants to consider their audience and goals. The seminar also stresses that writing requires hard work and due diligence through reading widely. The course will cover non-fiction writing, novels, developing an online presence, and using social media for writing. Participants are asked to introduce themselves by sharing a brief story about their life and writing goals.
The document summarizes the evolution of the publishing industry from the 1980s to the present. It describes how traditionally publishers, agents, and retailers acted as gatekeepers that took most of the profits and gave writers little control over or profits from their work. In 2007, the rise of ebook marketplaces like Amazon disrupted this system by allowing writers to self-publish and earn more money directly from readers. Now writers no longer need traditional gatekeepers and can become successful like Hugh Howey by self-publishing their work online. The modern era has created many opportunities for nimble self-publishing authors.
Trials and tribulations of a self published authorDavid Burrows
This document describes the challenges faced by self-published author David Burrows in writing, publishing, and marketing his epic fantasy trilogy "The Prophecy of the Kings". It outlines the many roles a self-published author must play, from writing to editing to publishing to marketing. It details Burrows' experience navigating the publishing process from initial manuscripts to print-on-demand publishing to book signings and marketing efforts. The document serves to illustrate the trials and tribulations faced by self-published authors in bringing their books from idea to finished work.
Becoming a bestseller is hard work. Keep selling books is even harder. Let's share some of the free hacks you can do before pushing marketing dollars promoting your book.
This presentation was prepared for a self-publishing meetup at 92Y in NYC, stay tuned for the next meetups too!
The document outlines a strategic plan to reinvent Barnes & Noble by reducing its reliance on print books and expanding into new revenue streams. It recommends leveraging B&N's large physical retail footprint by subleasing store space to digital brands, establishing e-commerce warehouses in underperforming locations, and enhancing the in-store experience with features like Starbucks cafes and a kids club. The plan aims to position B&N as a destination for both physical and digital products and help arrest the company's declining sales.
You Don't Have to Make It Up: Breaking Into the Non-Fiction Marketggaldorisi
This document summarizes a lecture on breaking into the non-fiction book market. It discusses that non-fiction is easier to enter than fiction as it focuses on expertise in a topic rather than creative storytelling. It also emphasizes finding a topic you are passionate about and becoming an expert in through research. Further, it stresses convincing publishers that the topic has not been sufficiently covered elsewhere and that the author has a platform to promote the book. The summary provides the key high-level takeaways around subject selection, expertise, query letters, and book proposals.
Self-publishing vs Traditional Publishing, and the Options in BetweenRicardo Fayet
If you've written a book and are unsure whether to self-publish it or seek a publisher, this presentation is for you! I go over the main benefits and drawbacks of self-publishing and traditional publishing. I also explain how to make the most of each route, and go over a few alternative and hybrid options.
Made by https://reedsy.com
The present and future of publishing for writersBob Mayer
The industry is changing faster and faster. Here's a snapshot view from someone who has been in the business for 30 years and done traditional, hybrid and indie publishing with great success.
This document provides guidance on writing a successful non-fiction book. It discusses determining what type of non-fiction book to write (narrative or prescriptive), doing thorough research on the topic, and overcoming potential objections from publishers. Key steps include crafting a compelling query letter that hooks the agent/editor and addresses whether the topic has been sufficiently covered and whether the author has a platform. It also provides tips on writing a strong book proposal that outlines the book and shows the author is uniquely qualified. Examples of successful proposals for the books "Leave No Man Behind" and "The Kissing Sailor" are presented and summarized.
Book discoverability template - everything you need to do to get found!AuthorDiscovery.com
This document discusses strategies for authors to market and promote their books. It begins by contrasting the lifestyle of a writer versus a marketer. It then discusses setting publishing goals and building basic discoverability through websites and blogs. The key aspects of author discovery are outlined as getting found, feedback, fans, and becoming famous. Authors are advised to be present everywhere readers are through various online channels. Pricing and promotions are also covered. The document provides tips on storytelling, developing reasons to believe in one's book, strategies for discoverability, and considerations for pricing and promotion.
Publish to profits: Supercharge your business with a bookJacqui Pretty
Writing a book is often marketed as the holy grail in business - the one thing that will solve all your business problems and create the success you crave. Unfortunately, it isn't as simple as that. You need to write the right book, publish it in the right way, and then leverage it to grow your business. This presentation shows you how.
Discovering Egypt A Step-by-Step Guide to Planning Your Trip.pptImperial Egypt
Travelling to Egypt is like stepping into a time capsule where the past and present coexist, offering a unique blend of history, culture, and stunning landscapes.
See more: https://imperialegypt.com/tour-packages/
How to Reach More Readers with Self-Published EbooksSmashwords, Inc.
This presentation was given by Mark Coker, founder of Smashwords, at Self Publishing Boot Camp in San Francisco on February 18. The presentation summarizes the best practices of the most successful self-published ebook authors.
This document provides tips and advice for authors on getting started with writing, publishing, and marketing books. It discusses reviewing articles, presenting at conferences, freelance writing, and writing columns as ways to start a writing career. It covers details of book contracts, marketing books through social media, talks, and self-publishing options like print-on-demand services and ebooks. Specific self-publishing platforms mentioned include CreateSpace and Smashwords. The document emphasizes the importance of marketing and publicity even after a book is published.
This document provides tips and advice for authors on getting started with writing, publishing, and marketing books. It discusses reviewing articles, presenting at conferences, freelance writing, and writing columns as ways to start a writing career. It covers details of book contracts, marketing books through social media, talks, and self-publishing options like print-on-demand services and ebooks. Specific self-publishing platforms mentioned include CreateSpace and Smashwords. The document emphasizes the importance of marketing and publicity even after a book is published.
Joshua Johnson provides strategies for modern storytelling and content creation. He discusses using mythic story structures like the hero's journey and identifying core human values and needs. Johnson explains how travel brands can create engaging content by telling stories that follow customers on a hero's journey, with the brand acting as a mentor. He also provides 10 commandments for digital storytelling, such as being human, announcing your values, and using video and photography to bring stories to life.
This document provides an overview of a seminar on why to write. It discusses that writers shape history through their works and outlines various writing mediums. It encourages building writing skills incrementally, from articles to books. It also stresses doing research by reading various publications to find story ideas and learn about different markets. Throughout, it shares advice from successful authors about working hard at writing and making time for it while balancing other responsibilities.
Principles of effective communication messages.
1. Know your audience
2. Tell an authentically true story
3. Positive in tone
4. Minimalist
5. Contrasts the status quo vs. the reward is the call to action is taken
Includes:
* How Jane Goodall became the woman who redefined Man.
* How technology changed how businesses interact online.
* What neuroscience and the study of chimps can tell us about behaviour, motivations and persuasion.
* Class dates and general overview
* Readings
* Publishing process and marketing communications touchpoints
* Assignment details
This document provides an overview of a six-week course on writing titled "Get Published Now!". The first seminar, titled "Why Write?", discusses why people choose to write and the various outlets available. It encourages participants to consider their audience and goals. The seminar also stresses that writing requires hard work and due diligence through reading widely. The course will cover non-fiction writing, novels, developing an online presence, and using social media for writing. Participants are asked to introduce themselves by sharing a brief story about their life and writing goals.
The document summarizes the evolution of the publishing industry from the 1980s to the present. It describes how traditionally publishers, agents, and retailers acted as gatekeepers that took most of the profits and gave writers little control over or profits from their work. In 2007, the rise of ebook marketplaces like Amazon disrupted this system by allowing writers to self-publish and earn more money directly from readers. Now writers no longer need traditional gatekeepers and can become successful like Hugh Howey by self-publishing their work online. The modern era has created many opportunities for nimble self-publishing authors.
Trials and tribulations of a self published authorDavid Burrows
This document describes the challenges faced by self-published author David Burrows in writing, publishing, and marketing his epic fantasy trilogy "The Prophecy of the Kings". It outlines the many roles a self-published author must play, from writing to editing to publishing to marketing. It details Burrows' experience navigating the publishing process from initial manuscripts to print-on-demand publishing to book signings and marketing efforts. The document serves to illustrate the trials and tribulations faced by self-published authors in bringing their books from idea to finished work.
Becoming a bestseller is hard work. Keep selling books is even harder. Let's share some of the free hacks you can do before pushing marketing dollars promoting your book.
This presentation was prepared for a self-publishing meetup at 92Y in NYC, stay tuned for the next meetups too!
The document outlines a strategic plan to reinvent Barnes & Noble by reducing its reliance on print books and expanding into new revenue streams. It recommends leveraging B&N's large physical retail footprint by subleasing store space to digital brands, establishing e-commerce warehouses in underperforming locations, and enhancing the in-store experience with features like Starbucks cafes and a kids club. The plan aims to position B&N as a destination for both physical and digital products and help arrest the company's declining sales.
You Don't Have to Make It Up: Breaking Into the Non-Fiction Marketggaldorisi
This document summarizes a lecture on breaking into the non-fiction book market. It discusses that non-fiction is easier to enter than fiction as it focuses on expertise in a topic rather than creative storytelling. It also emphasizes finding a topic you are passionate about and becoming an expert in through research. Further, it stresses convincing publishers that the topic has not been sufficiently covered elsewhere and that the author has a platform to promote the book. The summary provides the key high-level takeaways around subject selection, expertise, query letters, and book proposals.
Self-publishing vs Traditional Publishing, and the Options in BetweenRicardo Fayet
If you've written a book and are unsure whether to self-publish it or seek a publisher, this presentation is for you! I go over the main benefits and drawbacks of self-publishing and traditional publishing. I also explain how to make the most of each route, and go over a few alternative and hybrid options.
Made by https://reedsy.com
The present and future of publishing for writersBob Mayer
The industry is changing faster and faster. Here's a snapshot view from someone who has been in the business for 30 years and done traditional, hybrid and indie publishing with great success.
This document provides guidance on writing a successful non-fiction book. It discusses determining what type of non-fiction book to write (narrative or prescriptive), doing thorough research on the topic, and overcoming potential objections from publishers. Key steps include crafting a compelling query letter that hooks the agent/editor and addresses whether the topic has been sufficiently covered and whether the author has a platform. It also provides tips on writing a strong book proposal that outlines the book and shows the author is uniquely qualified. Examples of successful proposals for the books "Leave No Man Behind" and "The Kissing Sailor" are presented and summarized.
Book discoverability template - everything you need to do to get found!AuthorDiscovery.com
This document discusses strategies for authors to market and promote their books. It begins by contrasting the lifestyle of a writer versus a marketer. It then discusses setting publishing goals and building basic discoverability through websites and blogs. The key aspects of author discovery are outlined as getting found, feedback, fans, and becoming famous. Authors are advised to be present everywhere readers are through various online channels. Pricing and promotions are also covered. The document provides tips on storytelling, developing reasons to believe in one's book, strategies for discoverability, and considerations for pricing and promotion.
Publish to profits: Supercharge your business with a bookJacqui Pretty
Writing a book is often marketed as the holy grail in business - the one thing that will solve all your business problems and create the success you crave. Unfortunately, it isn't as simple as that. You need to write the right book, publish it in the right way, and then leverage it to grow your business. This presentation shows you how.
Discovering Egypt A Step-by-Step Guide to Planning Your Trip.pptImperial Egypt
Travelling to Egypt is like stepping into a time capsule where the past and present coexist, offering a unique blend of history, culture, and stunning landscapes.
See more: https://imperialegypt.com/tour-packages/
Beyond the mountains, a tour in Nepal reveals a vibrant tapestry of cultural heritage. The Kathmandu Valley, a UNESCO World Heritage Site, boasts an array of ancient temples, stupas, and palaces. Durbar Squares in Kathmandu, Bhaktapur, and Patan are treasure troves of medieval art and architecture.
Ibiza, situated in the Balearic Islands, stands out as a destination that encompasses everything: stunning landscapes, hidden gems to explore, a vibrant social scene, rich cultural life, and exceptional gastronomy. Opting for ‘Ibiza Rent A Boat’ to experience an unforgettable vacation on the White Island is certainly worthwhile, prompting a deeper exploration of the unique and fascinating aspects of Ibiza.
Nature of the task 1. write a paragraph about your trip to dubai and what ar...solutionaia
1. write a paragraph about your trip to dubai and what are the facts responsible for the heavy rainfall in dubai that caused havec ?
2. mention any five major tourist attaction of dubai
Mathematics: a student a visit her family her father converted Rs. 1,15,000 inr currency for dubai airport theexpedite in the trip is given below
1. Curreny name of India and dubai
2. Conversions amount
3. Total Converted amount
4. cost of food
5. cost of sightseeing
6. cost of shoping
7. cost of saving
What Challenges Await Beginners in SnowshoeingSnowshoe Tahoe
Discover the exhilarating world of snowshoeing through our presentation, highlighting the challenges faced by beginners. From physical exertion to technical finesse and braving harsh winter conditions, each step in the snow brings new obstacles and unforgettable adventures. Embrace the challenge and conquer the winter wonderland with confidence!
The Ultimate Travel Guide to Hawaii Island Hopping in 2024adventuressabifn
island hopping in Hawaii. This magical place offers a number of experiences, as each island has its own charm. Do you love adventure? Then, hike through volcanoes or kayak along an amazing coastline. If you want relaxation, then Hawaii is perfect because it has the most amazing beaches. In this blog, I will help you make an itinerary for your Hawaii Island Hopping. Every island offers something special. The Big Island offers some of the most perfect volcanoes as well as stargazing. Maui will pamper you with beaches and luxury. Kauai has some of the most lush rainforests with dramatic cliffs, and Oahu can offer a taste of city life and historical significance.
How To Change Your Name On American Airlines Aadvantage.pptxedqour001namechange
American Airlines permits passengers to change/correct names on their AAdvantage account. Also, you can request a name change both online via a web portal and offline over the phone. For further information on how to change your name on American Airlines Advantage, get in touch with the airline’s customer service. Also, you can reach out to a consolidation desk at +1-866-738-0741 for quick assistance.
Prepare for cold weather rafting with proper gear: layering for warmth, insulated headgear, gloves, waterproof footwear, and essential accessories like sunglasses and sunscreen. Prioritize safety with a life jacket and maintain gear for optimal performance. Stay warm, dry, and ready for adventure on the rapids!
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A travelogue of my recent trip to Argentina, most to Buenos Aires, but including excursion to Iguazú waterfalls, Tigre, and Colonia del Sacramento in Uruguay
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Explore Architectural Wonders and Vibrant Culture With Naples ToursNaples Tours
Discover the historical gems and vivid culture of Naples with our guided tours. From the vivid narrow streets of Spaccanapoli to the ancient ruins of Pompeii, the city offers a mixed bag of adventurous experiences. Book your tickets today https://www.naples.tours/ and experience the best of Naples!
Our excursions in tahiti offer stunning lagoon tours, vibrant marine life encounters, and cultural experiences. We ensure unforgettable adventures amidst breathtaking landscapes and serene waters. For more information, mail us at tracey@uniquetahiti.com.
What Outdoor Adventures Await Young Adults in Montreal's Surrounding NatureSpade & Palacio Tours
Experience Montreal's vibrant culture and thrilling outdoor adventures. From hiking scenic trails at Mont-Saint-Bruno to kayaking the Saint Lawrence River, there's something for every adventurous young adult. Explore street art, camp under the stars, and immerse yourself in nature's beauty just beyond the city's bustling streets.
How do I plan a Kilimanjaro Climb?
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2. prologue
“ Thousands of tired, nerve-shaken, over-civilized
people are beginning to find out going to the
mountains is going home; that wilderness is a
necessity... "
-John Muir
5. chapter 3:
Brand
ambassadors
proven business model
Selective
marketing
Outdoor retailers
Publishers
Libraries
Authors
Social,
personalized
experience
Brand
Ambassador
brand marketing
Service delivery costs
Exclusivity
Well-read
women who
love a
challenge
Web & face-to
face
High-margin
prices
6. chapter 4: sound
market research
• $265 billion adventure
travel tourism industry
• $125 billion – women
will spend on all travel
• $90 billion – worldwide
book industry value
7. chapter 5:
marketing & sales
• Key partners
o Authors, outdoor
retailers, publishers
• On the web
o SEO/social media
o Valuable content
• In-person
o Tradeshows/
o Workshops
8. chapter 6: advantages
• Virtually limitless range
of adventures
• Once-in-a-lifetime
experience
• You only need to read
one book
• Value
10. chapter 8:
•
•
•
•
management team
20 years of sales & marketing experience
10 years of web marketing experience
Life-long adventurer
Currently searching for partner
11. chapter 9: goals
& objectives
• Sales of $135,000 by Y3
• 20% margins on all products/services
• Develop strategic alliances
• Change women’s lives!
12. chapter 10:
first year costs $43,000
Equipment
Equipment maintenance
E&O insurance
Web marketing
ATTA association fee
Michigan Chamber fee
MI tourism assoc fee
Legal fees
1%
2%
12%
4%
15%
60%
5%
1%
13. chapter 11:
first year sales: $92,400
$45,000
$40,000
$35,000
$30,000
$25,000
$20,000
$15,000
$10,000
$5,000
$0
Spring
Summer
Fall
Winter
When I was nine years old I went to camp. Camp Wartburg. Terrible name, but that’s what you get with a Lutheran church camp. But Camp Wartburg was important because it was there where I first learned to love the outdoors. It’s where I went on my first night hike, built my first fire and roasted my first marshmallows. I’d already been a reader by that time, and had in fact brought several books along with me in my duffel bag (for some reason Black Beauty comes to mind). Camp Wartburg gets the ultimate credit for what I’m going to talk to you about today. My name is Jill Hinton, and I’m proud to introduce to you the Outdoor Book Club, an all-inclusive, all-women adventure travel company, based on great literature. The OBC, as I like to call it, has a mission to help women who love books discover their inner heroines in the great outdoors. Essentially, I’m going to completely re-contextualize the book club. [PAUSE] We all read books on our couches or in our bathtubs, but when you take a great book - or even a so-so book - and head out to the edge of the wilderness, you discover magic in those pages. And sharing that book – that experience [PAUSE] after a gourmet meal of grilled salmon and chocolate cake baked in orange rinds in the coals of a campfire? [PAUSE] With six of your new best friends? THAT has the power to change lives. [SMILE] Over the next 15 minutes or so I’m going to share a story with you. My story and the story of the Outdoor Book Club. It’s going to be the Cliff Notes version, but it’s a story filled with adventure, thrills and even a little romance. It starts with one of my favorite quotes from the great naturalist and writer John Muir:
So Mr. Muir was on to something here. Even a hundred years ago, people were losing touch with nature, and that’s even more true today. The only place where we can powerfully reconnect with our humanity is in the great outdoors. But inside a book isn’t a bad place either.My research shows that today’s women are driven by a desire for more: more education, more time to nurture themselves and their families, more business success, and more ways to manage their anxiety (not to mention their accumulated wealth). I’m targeting professional women, women who work hard – and play hard. During the week, my ideal client spends her days sending emails, attending meetings, and if she has a family, taking care of them. Weekends aren’t much better - volunteering, attending social events, and if she has kids, sports and birthday parties. Maybe she’ll update her Facebook status in the grocery line, but her one moment of time alone is likely the run she takes first thing in the morning, while everyone else is still asleep.
The solution? Give her the opportunity, even if just for a weekend, to experience a life-changing adventure, packaged as all-inclusive travel tour. And unlike any other tour out there, it’s designed around her favorite book. We will seamlessly coordinate our clients’ entire journey, everything from her gear, to her camping & lodging, gourmet “campfire” meals and specialty services (which might include yoga instruction, photography and more). Women only need to show up with the clothes on their back and hiking boots on their feet.These tours are more than just a vacation – we aim to teach women to trust their instincts, sleep under unfamiliar stars and let imagination to be their guide.
We’re going to have three types of packages – the week-long packages include plenty of physical challenges – primitive camping, mountain biking and more. Bed & Breakfast tours will mostly be long weekends, where the group will hike or bike once or twice a day, plus a specialty class or two.Then we’ll have workshops, which will mostly be free and NOT based on books. We’ll partner with local outdoor retailers, libraries and other organizations. We’ll hold classes such as How to Choose the Right Hiking Boots, Bicycle Maintenance 101, Cooking Over a Campfire, and more.Besides being planned around just a book, we can plan tours around a whole theme. For example, if the book is Marley & Me, a best-selling memoir about a man and his dog, the tour could also include the option to bring along your own dog. Other tour themes might include mother-daughter tours, silent meditation retreats, writer/artist retreats, corporate getaways, and each year, as part of our plan to give back to our community, we’ll offer a tour for a handful women veterans, free of charge.
This slide features a tool from the book Business Model Generation by Osterwalder & Pigneur – it visually maps exactly how the OBC will generate revenue. It starts with my key partners: brand ambassadors. These are women who embody the OBC’s core values: active lifestyle, environmental harmony, community, discovery and power. These women are trained to market selectively to our “tribe.” Participation in the OBC is a badge of honor, and proves participants have both the physical stamina and the intellectual fortitude that others don’t. Our value proposition is our unique experience, a vacation unlike any other. It’s extremely personalized, which means our clients are willing to pay more for the opportunity to combine their twin passions of great books in the great outdoors. There are a few other things worth mentioning on this slide too as it relates to our business model - our key partners will also include bed and breakfasts, tourism councils and specialty retail outlets who would offer discounts on their products that our clients could “try out” during their adventure. And imagine being able to spend a weekend or even week hiking, reading and sitting around the campfire with your favorite author? The key to this business model is a personalized experience - the more personalized it is, the more women are willing to pay. Hemingway in the Florida Keys? Eat, Pray, Love in Indonesia? Twilight in the woods of Michigan’s Upper Peninsula? Currently my prices start at $400 for a weekend trip and $1800 for a week long package. These trips are a once-in-a-lifetime experience, one that our clients will want to take with their sisters, mothers and best friends. Our brand will be delivered through branded content on the internet, and women will share their experiences through social media –-- did you know that 40 million more women than men visit Twitter each month? We’ll also publish content related to books and the outdoors, including destination guides, top ten book tips, camping hacks and more. But the real value? That’s delivered in person - through the one-on-one experience of sharing adventures based on great books. And we expect our clients will share their experiences online, where their friends and family can admire their grit and smarts.
Let’s talk about the market size for a moment. The travel tourism market is huge and growing right now -- $263 billion according to a 2012 market study. Women will spend $125 billion on travel this year, and 80% of all travel decisions – like most major purchase decisions – are made by women. On top of that, while there are few statistics that track the number of book clubs around the word, there are plenty of numbers around the publishing industry: The worldwide book industry was forecast to exceed revenue of $90 billion this year. And the anecdotal evidence surrounding the popularity of book clubs is enough to convince authors and publishers to cater to this highly engaged market.
Since our brand is our most important asset, marketing and sales will be key. We’ll need to reach out to key partners, including book stores, book publishers, authors and specialty outdoor suppliers, including boutique running stores and national brands like Patagonia and Athleta. We’ll also need to partner with local and national tourism councils, finding destinations and experiences that fit the needs of our clients. The key to OBC’s marketing success will undoubtedly be effective web marketing and engagement, including search engine optimization and social media. We’ll share photos, video and other media through Facebook, Twitter, Instagram and more. Pinterest is an almost perfect medium for sharing photos of exotic destinations, delicious food and books that inspire and engage.We will also build relationships at trade-shows and other live workshops, meetups and events.
There are plenty of tour operators out there catering to women. In fact, there has been a 230% increase in the number of women-only travel companies in the past six years.But the OBC has something that no other travel company has: a focus on books. None of these competitors cater to women who love books, and there are no women-only tours operating in the heart of Michigan’s most breathtaking natural scenery. Additionally, many of these companies that cater to women’s travel target an older demographic - certainly we’ll have tour options that appeal to baby boomers, but primarily we’re targeting Gen X and Y active women, women who are time poor but have money to spend on the things that are important to them.
Currently I’m running the whole show. I’m a seasoned marketer and writer, with over 20 years experience in sales, marketing, and public relations (which is what I have my degree in). I’m also an experienced SEO marketer and social media strategist. I’ve tried to live my life as an adventure, as most clearly demonstrated by my decision to join the Army after my freshman year of college. The natural world has been my home my whole life, as I’ve explored the northern woods of Michigan, rode horses across the wide Oklahoma prairie, paddled the backwaters of the Missouri Ozarks, fished in the lakes of South Korea and camped in the Colorado mountains. But whether I’m home in my easy chair or standing on the shores of Lake Huron gazing up at the stars, I have experienced small and large adventures that allowed me to grow and challenge myself. Now I want to turn that experience into a business that helps other women discover their own inner heroines. I’m actively seeking out a partner - I have a few promising options, but I want to make sure it’s a good fit, both for me and the business, before I commit to anything.
Here are my goals and objectives. I feel these are some fairly conservative – and achievable goals. We plan on increasing sales by 35% after the first two years, maintaining profitable margins on all our services, and focusing heavily on developing mutually-beneficial strategic alliances. And of course, our number one goal is to remain a positive force for good in our client’s lives.
Start-up costs will be financed through my own personal investment and small business loans. Here you can see a breakdown of some of the ways we’ll be spending money – equipment costs will be huge the first year (almost $10,000), but we expect those costs to go down in subsequent years as we work out partnerships with suppliers and partially finance future equipment purchases with the sale of used equipment.I’ll also need money to help with marketing, and to obtain the necessary training (for example, I’d like to attend the National Outdoor Leadership School, and achieve Leave No Trace certification through the Center for Outdoor Ethics).
My first year sales are based on approximately 110 weekend packages and 25 week-long packages over the next 12 months. We expect in subsequent years we’ll see higher sales, especially in Spring, as we fine tune our services and work closely with strategic partners. Also, we expect to supplement the off-season with sales of workshops, ebooks and the “Bonfire Book Club kit,” a very scaled-down version of the OBC that women can purchase and use at home. We’re in the very early planning stages of this project, but we believe it offers an engaging, very scalable product with a great ROI.
Here’s how we expect revenue to increase over the next three years – nine percent in year two, and more than 30 percent in year three. You can read more in the business plan.
Currently we’ve launched the website (outdoorbookclub.org), established a Facebook, Twitter and Pinterest presence, and have begun to populate each of these with relevant content - content that answers our client’s biggest questions – such as “10 ways to stay warm while camping” and “is adventure travel right for me?” I’ve also launched a small monthly hiking “meetup” that takes these trips and condenses them down into a 2-hour hike. I’ve got over 20 participants – and that is with virtually NO advertising. These are all women who found me via either organic web search or through the meetup newsletter. These monthly day hikes are the perfect way for me to experiment with different content and formats, and allows my clients to get a taste of what a weekend or week trip could include. Additionally, we’ve got two trips planned for this summer: One, a biking package set Sleeping Bear Dunes state park (dubbed by GMA as the most beautiful place in America), where we’ll stay at local hotels, and experience TheBhagavadGita. The second package is a primitive camping trip that takes place over a week on Isle Royale, Michigan’s only national park, located in the upper peninsula. We’ll read the best-selling memoir by Cheryl Strayed, Wild, which details her hike up the Pacific Crest Trail. We’ll start marketing these trips in early spring.
BUT IT’S NOT REALLY THE END.In the next three to five years the OBC expects to grow by 50 percent and meet its financial goals by following the guidelines outlined in my business plan. We will differentiate ourselves from all other travel tour operators with our “great books in the great outdoors” unique selling proposition. The full funding of this business plan will allow us to successfully launch the company with minimal setbacks while creating a positive experience for our clients. More importantly, it will give us the capability to change the world, one woman at a time. I believe that this practical and conservative plan, along with our unique market position, offers investors a number of opportunities, including the chance to participate in a truly unique business endeavor. You’ll also play a part in creating and developing a positive, life-changing experience in women’s lives, as well as be part of strategic alliances with top-notch fitness companies, outdoors outfitters and booksellers, which lend credibility to our business model. I couldn’t have known all those years ago that good ol’ Camp Wartburg would be the starting place for an adventure that would last way beyond the sing-alongs and after the last flag had been captured. Today I’m asking for $25,000 to help fund this project, which means you get to take part in the journey as well.Cyril Connolly once said “It is only in the country that we can get to know a person or a book.”I couldn’t agree more. Thank you for joining me on this adventure.