09-17-2014 SSP Seminar 1: An Overview of the Business of Scholarly Publishing – Mary Etta Schoradt Presentation

1. Los Angeles | London | New Delhi
Singapore | Washington DC
Online Products at SAGE
Mary Etta Schoradt
Executive Product Manager, Online Products Team

2. Online Products Team
Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC

3. Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
SAGE

4. Online Products Team
Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
Management of
Live Products
New Product
Development

5. Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
SAGE

6. Online Products Team
Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
SAGE Journals Books,
Reference &
Database
Products
Product
Specialists

7. Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
What is a product manager?
Martin Eriksson, Mind the Product blog

8. What is a product manager at SAGE?
As Product Manager for a suite of products for the academic library market, you will
be responsible for a range of products simultaneously that might be at varying stages
of development. You will work with partners in Editorial to evolve new product ideas
into practical commercial propositions. You will lead the execution of product
development, delivering high quality business plans, launching first-rate products,
and pursuing necessary product improvements with a focus on commercial success,
in response to market needs and in collaboration with your product team. You will
think big about the opportunities for your products, while focusing on practical,
achievable deliverables to improve and grow SAGE’s online offering. You will drive
product improvements and new product launches through the appropriate processes
and will be accountable for successful decision making. You will demonstrate a deep
curiosity in all aspects of your product, working diligently to build a strong
knowledge of the target users and buyers. As Product Manager, you will collaborate
with departments across SAGE to influence decision making, ensure your products
are competitive and lucrative, and create a shared product vision.
Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC

9. Site performance
External Communications /
PR
Technology Vendor
Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
The Product Manager Role
Use Cases Content selection and schedule
Tie-in to Corporate Site
Metadata
Unauthenticated User
Experience
Site engagement
Reporting requirements
Pricing
New Biz Models
Discovery
Product
Manager
FAQs for Customer Service

10. How do we support the business
Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
success of SAGE?

11. Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
USAGE
Content
Discoverability
User
Experience

12. Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
Discoverability
● Open web search
● Library search
● Academic sources

13. Hello? Is anyone there?
Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC

14. Understanding discovery
Open web search
Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
Market research
Data analysis
Three primary
discovery channels!
 Library search
 Academic / A&I search

15. Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
Search – what we do
Bounce rate Pages / visit Visit length
Open web 85% 1 0:40
Library 29% 4 4:88
Academic 26% 6 3:02

16. Open Web Search – what we know
Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
● Everyone uses it!
● ~50% of all SAGE database traffic
● Simple and user friendly
● Use case: quick search, exploring new topic

17. Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
Open web search
Usage / Traffic Source
Open web
Library
Academic
Social media
Direct
Unknown / other

18. Library search – what we know
Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
● Discovery Services
● Catalogues
● A-Z Lists
● Research Guides

19. Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
Library search – what we do
Referrals from library sites 2011 / 2014

20. Academic / A&I search – what we know
Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
● “Power” users
● Use case: deep research, building expertise

21. Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
User Experience
#1 – Understand it!
#2 – Improve it!

22. Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
Graduate student (nursing) is preparing an in-class
presentation to validate and/or invalidate public
perceptions of death and Alzheimer’s Disease. He
wants to compare commonly accepted stats on
Alzheimer’s Disease against more granular, state-level
rates.
Course: NR 464: Dying and Death
Site Entrance: Enters through the library site, or via
the direct USPS link as provided by the librarian.
Site Behavior: Searches “alzheimer’s.” Chooses
“Death Rate by Alzheimer's Disease (State). He
downloads the most recent year of data and pulls out
the two extremes for his presentation—the lowest
percentage and highest percentage.

23. Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
Product Roadmaps
● What have we recently done?
● What are we doing now that will be done soon?
● What do we hope to do in the near future?

24. Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC

25. Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC

26. Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC

27. Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
SAGE Process
● The process includes three distinct phases:
• 1 – Idea to Business Proposal
• 2 – Business Proposal to Launch
• 3 – Post-Launch

28. What do our customers
expect the business
model to look like?
Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
New Content Type
What is fair
compensation for our
content creators?
Does our customer license need to change?

29. Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
Wireframes

30. Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
Launch!

31. Online Products at SAGE Los Angeles | London | New Delhi
Singapore | Washington DC
Now what?