@mequoda 1 forecasting the future master the art of proxy metric modeling
TRANSCRIPT
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@mequoda1 @mequoda
Forecasting the Future
Master the Art of
Proxy Metric Modeling
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@mequoda2
Why Do We Need Business Plans?
•Exploration
•Documentation
•Capitalization
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@mequoda3
Exploration
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@mequoda4
Documentation
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@mequoda5
Capitalization
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@mequoda6 @mequoda
Digital Strategy Model5.0 Beta
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@mequoda7
Executive Summary
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@mequoda8
Online Summary
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@mequoda9
Magazine Summary
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@mequoda10
Digital Retail Summary
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@mequoda11
Overhead Summary
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@mequoda12
Executive Summary
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Strategic Business Plan• Management Team• Audience Profile• Revenue Mix• Marketing Strategy• Website Design• Infrastructure Plan• Five-Year Forecast
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Management Team
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Management Team• Organizational Structure• Staff Biographies• Job Descriptions
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Organizational Strategy
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CEO & Founder• Rose Harper – CEO & Founder• Created Hidden Gardens in 1995• Created Gardens Daily in 2001• Lifelong master gardener• Author of 12 best-selling gardening books• Experienced publishing executive
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Chief Content Officer• John Ashby – CCO• Editor of Hidden Gardens in 2005• Experienced book editor• Former Director American Horticultural
Society• Award-winning gardener• MBA/JD Harvard University
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Chief Marketing Officer• Robert Caswell – CMO• Responsible for all print and online marketing• Hired in 2011• Former Group Publisher with Reader’s Digest• Award-winning gardener• MBA/JD Harvard University
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Chief Financial Officer• Trevor Wells – CFO• Responsible for all finance, operations and production• Hired in 2010• Former group controller with Meredith
Corporation• Award-winning amateur photographer• MBA Wharton
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Chief Technology Officer• Jane Doe – CTO• Pending hire 2012• Currently CTO for successful special-interest publisher• Experienced online system manager• Deep network of freelance and vendor
resources• Avid amateur gardener• MBA Wharton
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Audience Profile
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Audience Profile
•Market Size•Demographics•Spending Power
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America’s #1 Hobby
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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]
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Population is Aging
In 2020, 45-84 year old adults will number 131M
Up 41%
Source: U.S. Census Bureau, 2004
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Trends
• Gardening is America’s #1 hobby [Source: Huliq.com]
• $28 billion in retail sales in 2010
• $363 per household spent in 2010 on do-it-yourself lawn and garden activities
[Source: http://www.gardenresearch.com/]
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Revenue Mix
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Revenue Mix
•User Revenue•Sponsor Revenue
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Product Sales Mix
Legacy Product = Magazine
Expansion Products = Books, Videos, Digital Magazine & Live Events
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Sponsorship Strategy
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Year 5 Revenue Mix
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Marketing Strategy
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Marketing Strategy• Branding• Traffic• Engagement
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Gardens Daily Brand Wheel
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Gardens Daily Media Pyramid
PREMIUM CONTENT
EMAIL & SOCIAL MEDIA
WEBSITE
305K
743K
8.4M
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Gardens Daily Market Clusters
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Affinity Content Calendar
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Year 5 Website Visitor Mix
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Magazine Circulation Mix
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Website Design
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Website Design• Open Content • User Community• Product Sales• Subscription Sales• Event Sales
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Gardens Daily Blog
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Gardens Daily Community
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Gardens Daily Shop
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Gardens Daily Magazine
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Gardens Daily Events
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Infrastructure Plan
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Infrastructure Plan• Software• Hardware• ASP Partners• Affinity Partners• Newsstand Partners
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Software
• Open Source • 100% GPL Code • WP Compatible• Fully Portable
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Hardware
• 24/7 Data Center Management
• Cloud Hosting• On-Demand Scaling• Predictable Costs
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ASP Partners
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Affinity Partners
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Newsstand Partners
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Five-Year Forecast
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Five-Year Forecast• Audience Growth• Revenue Growth• Profit Growth
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Audience Growth
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Revenue Growth
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Profit Growth
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Investment Opportunity
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Investment Opportunity• Cash Requirements• Terminal Value• Funding Sources
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Cash Requirements
$1 Million
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Terminal Value
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Funding Sources
• Operating Cash Flow• Debt Financing• Enterprise Equity
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@mequoda65
Don Nicholas
Chief Executive OfficerMequoda Group, [email protected](508) 358-9689
Kim Mateus
Chief Content Officer Mequoda Group, [email protected](571) 313-8779
Thank You
www.mequoda.com/dpb12