flora daily business plan © 2009 mequoda group, llc business plan and 5-year financial forecast...

Flora Daily Business Plan © 2009 Mequoda Group, LLC

Business Plan and 5-Year Financial Forecast

Flora DailyAmerica’s Online Flower Show

Rose HarperEditor & Publisher, Flora Daily

Senior Vice President, Gardner Media Group


America’s #1 Hobby


Flora Daily Media Pyramid


Media Pyramid Key Concepts

• Media products have a natural hierarchy– The time, money and trust media continuum

• Use outside media to acquire new customers– Leverage “free media” first

• Use content to build a permission database– Components of a niche media super-brand

• Create many products in many formats– Recycle, reuse and republish content

• Pull customers up the pyramid to maximize profit!


Flora Daily Mission and Goal

Mission: Flora Daily brings journalistic reporting and beautiful photography to America’s most enthusiastic flower gardeners 365 days a year adding joy and happiness to their lives.

Goal: Flora Daily aspires to be America’s most frequently visited website by 2015.


Target Reader Profile

– 55 and older– college graduate– married– $75,000 household income– living in the South– no children at home

[Source: http://www.gardenresearch.com/index.php?q=show&id=2989]


Trends

• Gardening is America’s #1 hobby [Source: Huliq.com]

• $35 billion in retail sales in 2007

• $428 per household spent in 2007 on do-it-yourself lawn and garden activities



Trends

0% 20% 40% 60% 80%

Spent time flowergardening

Nationwide, participated inone or more types of lawn

and garden activities in2007



Product Sales Strategy


Sponsorship Strategy


Email Publishing Strategy


Flora Daily Online Marketing System


Flora Daily Blog


Flora Daily Contests


Flora Daily Books


Flora Daily Magazine Store


Flora Daily Email Newsletter


Flora Daily Book Promotion


Flora Daily Week-in-Review


Flora Daily Keyword Strategy


Year 5 New Subscriber Source Mix

Pay-Per-Click5%

Email Promotions (Compiled Lists)

1%

Email Promotions (Paid Lists)

1%

Email Promotions (Bartered Lists)

1%

Link Building (Website Referrals)

34%

Search Engine Optimization

34%

Print Advertising24%


Year 5 Revenue Mix

Website Marketing Sales

94%

Advertising Sales6%


Flora Daily Financial Summary


Flora Daily Financial Summary Detail


Organizational Strategy


Flora Daily Product Champion

Biography of Rose Harper, Editor & Publisher

Rose Harper is a successful author, newspaper columnist and newsletter publisher. She writes about and has a strong passion for gardening. She takes an investigative approach to gardening — always talking to gardeners, reading gardening books and journals, and attending garden shows.

Rose loves interviewing experts to learn about the gardens they have created, the flower varieties that have done well (and those that haven’t), and the gardening techniques that they used. In creating Flora Daily, she has tapped the experience and wisdom of seasoned gardeners from around the world who have generously shared their tried-and-true gardening tips and techniques.

Rose enjoys gardening with her young children, who love digging in the earth, watering the plants, and even weeding! Together they cultivate vegetables as well as flower gardens filled with perennials and shrubs, including hydrangeas, daylilies, azaleas and rhododendrons.


Launch Checklist


Thank You

Don Nicholas, Managing PartnerMequoda Group, LLC

[email protected](508) 358-9689

530 Wood StreetBristol, RI 02809http://www.Mequoda.com

flora daily business plan © 2009 mequoda group, llc business plan and 5-year financial forecast...

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