portfoliosmith. how to design, improve and innovate publishing portfolios for knowledge environments...
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HOW TO DESIGN, IMPROVE AND INNOVATE PUBLISHING PORTFOLIOS FOR KNOWLEDGE DRIVEN ENVIRNOMENTS BY HERMANN BUSS 24TH NOV 2011
Portfoliosmith
In knowledgedriven markets players want
to dominate with their products but don’t succeed (anymore)
You can discover the concept to conquer
that dominant position first and actively help
to develop it.
Please meet.…..
Ellen and Jan
Age 35, Publisher of professional information
Age 28, Product manager of an internet Start Up for workflows for professionals
They have the same problem…
….but different challenges…..
Ellen has lost her bearings
New media solutions are savagely taking over her business positions
New business models are difficult to find
Her customers show fickle behaviour and are difficult to keep
Her staff lacks the needed skills to renew
She needs new and innovative products urgently
So she ends up making what she has always done before…
Ellen is eerlijk gezegd de richting
kwijt
What used to work for her in
the past doesn’t work anymore and she feels
the consequences
Jan has no history to carry with him,
but needs guidance
He has no experience whatsoever with content processes
He has no insight in attractive marketniches
He is not great in marketing communication
He is uncertain about how to organize it all
So he ends up making what he has always done before …
Jan invents great products but lacks the
publishing connection
They will not get old with that attitude…
They have the same problem…
Do I make the right products…?
…for the right customers?
What Ellen en Jan should learn…
Change your way of thinking about
productportfolios..
…and about those that use them.
Where shall we start??
How do you become a portfoliosmith?
3 elements
5 buildingblocks
3 elements to understand what
drives your customers
1. Determine your theme
THEME
The theme is the topic in which you want to become number 1 or number 2 in the market
A theme is expressed as a noun, a verb or a combination of the two
ok
Stamps
Collect Stamps
Collect
not
General publisher
Law
NB: E-books
2. Look for three Actors active with the theme
An Actor is a role or function in an organisation or company
Analyse the WHOLE chain of Actors and their interrelationships
Don’t stop with one Actor but choose the three best from your standpoint
ACTOR 1
ACTOR 2
ACTOR 3
• Reserve the other Actors for a later stage
3. Determine the wishes and demands of each Actor in two fields
PRIMARY process
KNOWLEDGE process
For the daily workprocess and for the process for keeping up knowledge
We score the actor demands – quantitatively – with a new workingmethod (The KUR matrix – Knowledge, Use, Reach)
You create objective measures to judge your
products later on
KNOWLEDEGE Relevance
Content characteristics
Authority
USE Workprocesses
Mediumtype
Functionalities
REACH Cooperation and advice
Network
5 building blocks to assemble your
portfolio
1. Offline Reference & Lookup
Traditional publishingproducts with relatively low interaction with the user
Examples:
(e-)Books, Magazines, newsleters, loose leafs
Know
ledge
Offline Reference & Lookup
Product
2. Online Reference & Lookup
online thematical and encyclopedial products and databases where relevant information is used for different ways of reference
Know
ledge
Offline Reference & Lookup
Online Reference &Lookup
Product
3. Industrialproces
Know
ledge
Offline Reference & Lookup
Online Reference &Lookup
PRIM
ARY
Industrialprocess
Knowledge is condensed for software solutions and facilitates workflows and workprocesses
Examples: Dynamic Q&A, workplans, tools
Product
4. Customersolution
The software soltion for the industrialprocess is translated and simplified so the customer of the Actor can use it directly.
KEN
NIS
Offline Reference & Lookup
Online Reference &Lookup
PRIM
AIR
Industrialprocess
Customer solution
Product
5. Social Connect
The social extension of all the aforementioned products that lead to more knowledge and enhancement.
Examples:
Fairs, Congresses, training.
Advice, moderated forums, interactive sites
KEN
NIS
Offline Reference & Lookup
Online Reference &Lookup
PRIM
AIR
Industrial
Customersolution
Product Social connect
The Portfolio Canvas
ACTOR
Product Social connect
KN
OW
LED
GE
pro
cess
Offline Reference &Lookup
Online Reference &Lookup
PRIM
ARY
pro
cess
Industrial process
Customersolution
THEME
EXAMPLE
Publisher X
Theme :
• Psychology
• Depression
After hard work..
Three Actors chosen
patient
psychologist scientist
After hard work….
Demands of the Actors
patiënt
wetenschapper
PR
IMA
IR
pro
ces
KEN
NIS
p
roce
s
Using the KUR matrix method
psycholoog
PR
IMA
IR
pro
ces
KEN
NIS
p
roce
s P
RIM
AR
Y
pro
cess
KN
OW
LED
GE
pro
cess
The As Is situation is plotted
patient
psychologist
scientist
KN
OW
LED
GE
PRIM
ARY
Y
50 (e-)books on self help
40 (e-) books
20 (e-)boeks 2 professional magazines
Psychological tests Btreatment protocols
Social connect
Social connect
Product Social connect
Product Product
Score the products also with the KUR matrix criteria. Compare the differences.
afwijking productidee tov need
portfolio
app met hele proces kant en klaar
voor het invullen met uitbreiding
naar Osterwalder voor business case 0 -1 0 1 0 0 -7 -2 -4
database sec 0 2 1 -1 -1 4 -5 -7 -5
database mét forum van peers
gemodereerd door deskundige 0 2 1 -1 -1 4 1 0 1
BOEK 0 0 0 -5 -5 1 -5 -7 -5
BOEK met forum voor referntie en
auteurs commentaar 0 0 0 -5 -5 1 1 0 0
congres, lezingen,opleidingen over
UITGEEFPORTFOLIO -1 0 0 -4 -3 2 -1 -1 1
magazine 2 1 0 -2 -3 1 -5 -7 -5
buss:
ook hier zie je in de
volgende regel wat een
forum oid doet met de
behoeften van de klant
buss:
je ziet hier de
onmogelijkheid van een
tijdschrift zonder
connect faciliteitbuss:
al deze producten zijn
niet primair geschikt voor
werkprocessen. Dat is
niet vreemd want het
zijn ook typisch
Kennisproducten
buss:
interessant om te zien
dat een database
weliswaar een
kennisproduct is maar
tosch een rol vervult in
het werkproces!
buss:
duidelijk dat er een
interactiemodule moet
komen of een forum als
je een app maakt!!buss:
duidelijk dat een forum
veel meer toegevoegde
waarde heeft bij een
database zonder die
feature
Look for alternatives:
•Continue
•Stop
•Cooperate
And assess possible innovations…
..look for growth with underdeveloped Actors..
patient
psychologist
scientist
KEN
NIS
PRIM
AIR
50 (e-)books self help
40 (e-) books
20 (e-)books 2 magazines
•Psychological tests •Treatment protocols
Social connect
Social connect
Product Social connect
Product Product
..or growth with Primary processes..
patient
psychologist
scientist
KEN
NIS
PRIM
AIR
50 (e-)books selfhelp
40 (e-) books
20 (e-)books 2 magazines
•Psychological tests •Treatmentp rotocols
Social connect
Social connect
Product Social connect
Product Product
..or expansion inSocial Connect..
patient
psychologist
scientist
KEN
NIS
PRIM
AIR
50 (e-)books selfhelp
40 (e-) books
20 (e-)books 2 magazines
•Psychologiscal tests •Treatment protocols
Social connect
Social connect
Product Social connect
Product Product
From where you were in the lower Canvas
KEN
NIS
PRIM
AIR
50 (e-)books selhelp
40 (e-) boks
20 (e-)books 2 magazines
•Psychological tests •Treatment protocols
Social connect
Social connect
Product Social connect
Product Product
..you cover a much larger field. KEN
NIS
PRIM
AIR
50 (e-)books self help
40 (e-) books
20 (e-)books 2 magazines
•Psychological tests •Treatment protocols
Social connect
Social connect
Product Social connect
Product Product
But also…
..analyse your competition..
patient
psychologist
scientist
KEN
NIS
PRIM
AIR
50 (e-)bookszelfhulp
40 (e-) boeken
20 (e-)books 2 magazines
•Psychological tests •Treatment protocols
Social connect
Social connect
Product Social connect
Product Product
But also….
..a benchmark
patiënt
psycholoog
wetenschapper
KEN
NIS
PRIM
AIR
50 (e-)boeken selfhelp
40 (e-) books
20 (e-)books 2 magazines
•Psychologische tests •Treatment protocols
Social connect
Social connect
Product Social connect
Product Product
To dominate a market!
The result is something to communicate with!
It gives a joint way of communication about the sense and nonsense of your publishing products
And to make resulting business cases
phfew
That isn’t everything
Join as a co author of this concept and
change the publishing world
We will eat our own cake
“you can’t publish about publishing portfolios without using your own method..!”
SO there will be a publishing concept around publishingportfolios and we start with a…
Who are interested in a book about publishing portfolios?
6 groups
Users of publishing products
Workers in the
publishing industry
Content producers
and authors
Workers in the ICT
industry
New media
designers
Stockholders and
investors
What will be in the book
A Canvas
A Workmethod
Cases and Examples
Related Topics
Book parts can be downloaded from a site
Read the drafts and get immediate feedback from the author (and from other co-authors)
Dit leidde tot de volgende gescoorde eisenmatrix voor de Projectontwikkelaar
Voor de overige twee actoren (Afnemer en Opdrachtgever) werden deze ook bepaald. Stap4 Omdat er al een bestaand portfolio is, zijn deze producten, samen met een aantal innovatieve producten, die gepland staan, geplot in het PortfolioCanvas om een soort As-Is overzicht te hebben.
Het bestaande portfolio werd vervolgens onderworpen aan een score op de KGB matrix. Het As-Is portfolio bestaat momenteel uit een magazine incl pdf archief, een Toolkit folio serie incl pdf plus een Excel downloadable werkblad en een aantal losse boeken. Een aantal (potentiële) innovaties is ook benoemd en gescoord.
de KGB NEEDS (per actor)
Actor: Projectontwikkelaar Relevantie
Content
kenmerken Autoriteit Werkprocessen Mediatypen
Functionalite
iten
Samenwerking &
Advies Netwerk
Primairproces EISEN 5 8 9 9 9 8 7 8
Kennisproces EISEN 4 7 8 4 5 5 5 8
KENNIS GEBRUIK BEREIK
Pri
mary
Know
ledge •Toolkit online
• Toolkit Boekserie• Magazine BouwIQ• Losse Boeken
•Toolkit App (innov)•Toolkit Software integratie (innov)
•Toolkit Forum (innov)
Be part of a group of likeminded professionals and learn from each other
Receive the book afterwards
De first 25 participants pay 28€
Interested?
Go to
www. publishingportfolio.com
Or email
hermannbuss@gmail.com
Questions?
top related