taking legacy software global

WORDsearch © 2013 Glenn McClure 1

Take WORDsearch Global

Submi>ed to Jim Baird, September 30, 2013

©2013 Glenn McClure

WORDsearch © 2013 Glenn McClure

MARKETING PLAN PRESENTATION Summary

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WHO WE ARE? WORDsearch Bible SoMware, a division of LifeWay ChrisQan Resources is recognized as the leading Bible soMware “Serving Those Seeking Biblical Truth to Preach and Teach to Change Lives." OUR SERVICES WORDsearch offers all people seeking Biblical Truth over 4,500 e-‐Bibles and e-‐books that make Bible study faster, easier and more enjoyable.

VISION WORDsearch wants to make Bible study faster, easier and more enjoyable for all people seeking Biblical truth to preach and teach to change lives.

WORDsearch © 2013 Glenn McClure 3 I

WORDsearch Revenue ROADMAP September 2013

Growth of $1,741,824 $10,450,944 in revenue




Growth of $840,000 $5,040,000 in revenue

End of Fiscal 2014

Fiscal 2015

Fiscal 2016

Fiscal 2017

Fiscal 2018

Target Goal 20% YOY Growth


MARKETING PLAN PRESENTATION MarkeQng ObjecQves, Channels, Customers

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New Focus, ObjecHves, Customers

We must invest in technology since selling soMware is selling technology, in order to compete and increase revenue and new customer base. Lead out in creaQng more markeQng channels, be>er web merchandising-‐SEO, PPC, Affiliate, Referral Programs. Drive e-‐markeQng tacQcs with emphasis on analyQcs, email, social, search, content development. Must develop and implement DTC strategy, manage build brand, pricing strategy, promoQons, new partnership opportuniQes that achieve company goals. Create a culture of tesQng, measurement and results throughout enQre DTC Team.

Maximize ExisHng Channels/Customers Develop membership, subscripQon, conQnuity programs. Determine true DL, Segment Customers, Cross-‐Sell, Up-‐Sell. Develop Short, Long Term Plan, Grow revenue through e-‐commerce, mobile, mail, call center. Enhance consumer experience across channels, build public awareness, and increase market share. Work with other departments to develop product strategy and promoQonal opportuniQes that creaQvely and effecQvely generate new direct business.


SWOT ANALYISIS Overview

IN

TERN

AL A

NALY

SIS

•  Legacy Technology •  Sustainability of Maintaining

Legacy Plaeorm •  Lack of AnalyQcs-‐No Way ROI •  Lack of New Customers •  SEO, PPC, Email, Social, Website

•  LifeWay Partnerships, Publishing Assets.

•  Current Users •  FiMy Years of Combined

Experience •  Create Niche Content Packages •  SBC Customer Base

•  Logos Technology •  Logos is Out MarkeQng WORDsearch •  SQgma around current product •  Lack of funds to Move SoMware

Forward •  Lack of New Customers

•  Migrate Desktop App into Website-‐New UI, Browser Base, SubscripQon Pay Model

•  Web SEO, App Store SEO •  Mobile First-‐iPhone, iPad, Android, Kindle

Fire •  Partner with Logos, White Label Their

Product with LW Content

EXTERNAL ANALYSIS

STRENGTHS

WEAKNESSES

OPPORTUNITIES

SWOT

S O

W T THREATS

WORDsearch © 2013 Glenn McClure 6 I 6 I

SWOT ANALYISIS Internal

•  Current LW Publishing Assets and Content •  LifeWay Strategic Partnerships •  Current User Base •  SBC Customer Database •  Over 150 Years LifeWay Brand •  Flexibility Parse Out Bundles/Re-‐Package Content •  Liberty University Channel •  SBC Seminary RelaQonship •  Ability to Cross Market with Crossbooks, B&H Academic

STRENGTHS

S


SWOT Internal

•  Legacy Technology-‐Delphi •  Desktop Product Viability-‐Long Term •  Client SoMware as Opposed to SAAS (SoMware As A Service) •  Manually Tagging Content-‐Not Sustainable •  Recent Launch of Mac iOS Apps •  Absence of a naQve Mac desktop App •  DisconQnuity of our Products Across Plaeorms •  Lack of Brand RecogniQon-‐WORDsearch? •  Knowing Customers-‐Demographics •  Lack of Accurate AnalyQcs and ConnecQng to Business ObjecQves •  Lack of New Customer Growth •  Customer DistribuQon List Management •  QuickVerse-‐Dilute Brand •  Lack of Registered Users •  Email MarkeQng Campaigns Too Text Heavy •  Website Design and Layout-‐3 seconds, Calls To AcQon •  No ExisQng MarkeQng Plan or Strategy

WEAKNESSES

W


SWOT ANALYISIS External

•  Migrate Desktop App into Website-‐New UI, Browser, SubscripQon Pay Model

•  Web SEO, App Store SEO •  Focus on Mobile First-‐iPhone, iPad, Android, Kindle Fire •  Partner with Other Companies, White Label Their Product with LW

Content •  Repackage Content to New Customers •  Rename WORDsearch Product •  Build New Brand from the Ground Up •  Audit Database, Manage and Segment •  Partner with SBC Seminaries •  Partner with Other Evangelical Seminaries •  Acquire More Content, More Staff for Trainings •  Cross PollinaQon with Other LifeWay Assets, Events •  Expand Brand to Women

OPPORTUNITIES

O


SWOT External

•  ImplementaQon of MarkeQng Strategy-‐Hire or Buy Services •  Need funds to Move SoMware Forward •  No AnalyQcs to Know How Customers are Using Product •  People Cannot Find Us-‐App Store, Web •  Current Development Model is Not Sustainable •  Logos Technology, MarkeQng, Market Share •  Bring customers along to the 21st Century-‐Migrate to Website •  Logos is telling the WORDsearch Story •  Logos is Out MarkeQng WORDsearch •  SQgma around current product •  SBC Seminaries Do Not Endorse WORDsearch •  Historically Not Registered SoMware

THREATS

T T


WORDsearch SOFTWARE Legacy Plaeorm Becomes Website

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DELPHI User Interface, User Experience

Website


User

WORDsearch SOFTWARE User Research, Development, TesQng

User Interface – User experience User Stories and Requirements inform Typography, InformaQon Architecture, Usability, Accessibility, Wireframes, Design, Prototypes, Features, FuncQons .

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Consumer

WORDsearch SOFTWARE

Generate New Customers and Income

GENERATE MORE CUSTOMERS & SALES • Legacy Becomes SubscripQon Based Site • Mobile, Mobile, Mobile • APP STORE SEO, WEB SEO, SEM • Create More Value By OpQmizing LW Assets, RelaQonships, Content, Events

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CompeQQve Landscape •  Logos -‐ Far and away the number one Bible soMware. Let’s perform a SWOT analysis on

why? •  Accordance -‐ Leader in Mac soMware. Especially strong with language tool. Primarily

used by the scholar set (academics, editors, ). Just released a PC version this year. What are the reviews of the PC app?

•  Olive Tree -‐ Leader in mobile app Bible study. Their desktop apps have not been well received. They are the only real contender for converQng desktop soMware market share into the mobile app space.

•  Bible.com Leader in mobile app and online Bible reading. Militantly non-‐commercial. Passed 100 million app installs this year. Big threat to digital Bible sales.

•  BibleGateway.com Leader in online Bible search. •  BibleWorks -‐ Desktop soMware. Strong language tools. Primarily academics and scholars. •  Glo -‐ Big splash with iOS app. Very flashy, visual. Good content partnerships for creaQng

custom boxed product. Need a be>er sense of market share. People love to talk about how cool it is, but don’t know how pracQcal it is to use.

•  eSword -‐ Huge internaQonal customer base. Semi-‐open source. Users can develop tools and make them available to other users. Sell content through eStudySource. Not sure how much business they do, but a huge user base.

•  BibleSoM/PC Study Bible -‐ losing market share daily. Almost a non-‐factor. –  Source Paul Mikos


CompeQQve Landscape-‐ConQnued

Online Tools •  BibleStudyTools.com -‐Ugly, loaded with ads, but good, free tools. Owned by Salem so it

gets promoted in radio and print. •  eBible.com -‐ New player with engineers from Google. Purchase url from Nelson. •  Bluele>erbible.com -‐Free language tools. Very good. •  StudyLight.org

More Mobile Apps •  Bible.is -‐ Great for audio •  Tecarta •  Just1Word •  AcroBible •  ManQs •  Laridian/PocketBible

–  Source Paul Mikos


COMPETITIVE ANALYISIS WORDsearch VS Logos

WEAKNESSES STRENGTHS WEAKNESSES STRENGTHS

•  Ease of Use-‐Simple NavigaQon

•  Free Training

•  Over 200 FREE Books With Purchase

•  Free Tech Support

•  CustomizaQon of Content

•  Cross Reference Explorer

•  Less Expensive than Logos

•  DELPHI Plaeorm.

•  Morphology-‐Must Know Greek

•  No SyntacQcal Search

•  Non SynchronizaQon Between Desktop and Apps

•  Web Browser Is Buggy

•  Lack of Images, Icons, Graphics

•  No Sermon Prep Template

•  Built RelaQonships, Mark Driscoll, Ma> Chandler-‐ Younger Market

•  Well Funded

•  Biblical PHD’s On Staff

•  CHAT Tech Support

•  Literary Typing-‐Discover Context

•  Biblical People, Things, Places, Events,

•  Media-‐Visual Imagery, Music, Visual Word Clouds.

•  Bible Facts, Graphics, Family Trees

•  Overwhelming Amount of InformaQon for Typical Pastor To Use

•  Paid Training Only

•  High Price

•  Content Rigidness-‐No CustomizaQon

•  Not Adaptable

WORDsearch LOGOS

WORDsearch © 2013 Glenn McClure 16 I WORDsearch ©2013 Glenn McClure

CONTENT We must create, license, bundle content that is compelling, fits our brand at a great price. We must

leverage our relaQonships and have them align to our brand.

ANALYTICS Determine Primary, Secondary,

TerQary customers to segment our markeQng. Collect data to

determine customer behavior and pa>erns. Collect data to measure

ROI.

TELL OUR STORY We must determine the one thing that differenQates us from our compeQtors and be confident in knowing and telling our story. We must tell our story both inside and

outside the company with consistency.

MARKETING PLAN PRESENTATION Priority 1


MARKETING PLAN PRESENTATION WORDsearch Content

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Content is King! We must create new web content and pull together a content development strategy and schedule for fiscal 2014. There needs to be consistency of voice, tone, message throughout our content. Email markeQng should compliment web and visa versa. Nomenclature must be consistent and simplified. For SEO Strategic Keywords and the proper density of keywords must exist on every hierarchy of our content. From H1’s to Body to links. License new product content by leveraging strategic partnerships, relaQonships LifeWay is already vested in to build WORDsearch brand. New Content To Generate New Online Sales and Customers

Content is Fresh, Relevant, Consistent, Updated Frequently

Press Releases, Online ArQcles, Blogs, Podcasts

All Content is OpQmized for Search

""""


MARKETING PLAN PRESENTATION AnalyQcs and SEO

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Eliminate Pogo SQcking-‐Get Bounce Rate Lower

Dear Google and Bing, Help Me Rank Beaer!

Search rankings are based on trust of the content. Engines “knowing” that people interact with links and they are meaningful and relevant. Think of SEO like a coach-‐playing to strengths, and be>er ways to present products and services. Does the rest of the world think you have a good product? Must be engaged socially or you are missing the boat! Become an authoritaQve voice in the main stream.

Best PracHces!

We must increase traffic and conversions on website

Premium and Related Content with Product Reviews

h>p://searchengineland.com/seotable

""""


Search MarkeQng


Search MarkeQng

Website MarkeQng Plan Tools AnalyQcs


MARKETING PLAN PRESENTATION Tell A Be>er Story

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The WORDsearchBible Story!

We must have a compelling Story about how we are equipping people everywhere to learn and tell THE GREATEST STORY EVER TOLD!! Users and Customers are more sophisQcated than ever-‐and we must meet this demand. We must tell be>er stories, provide more emoQon, more stories means more life, more emoQons are be>er than less.

Best Benefits!

What is the ONE THING that differenQates us from our compeQtors?

Does Our Product Have A Plot?

Amazon-‐Let People Tell Story Through Reviews

The Laws of Simplicity-‐John Maeda

""""


DifferenQated MarkeQng: Company targets several segments with separate tacQcs

Pastors

Seminary Students

Women

WORDsearch

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MARKET SEGMENTATION AND TARGETING New Customers


Pastors

Seminary Students

Women

Sermon & Book Series • Andy Stanley Sermons • Charles Stanley Sermons • Tony Evans Sermons • Charles Swindoll Commentaries, Books • Henry Blackaby, David Pla>

Missional • Like Toms “One for One” • N American Mission Board • Michael Card-‐Luke, Psalms • Charles Swindoll

Partner • Sponsor LW Women’s Events-‐Living Proof Live Tour • Bundle Beth Moore, Priscilla Shirer , Marilyn Meberg, Luci Swindoll, Joyce Meyer

WORDsearch

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MARKET SEGMENTATION AND TARGETING New Partners+New Content+New Approach=New Customers & INCOME

Website Conversions, SEO, AnalyHcs Create landing pages that live on the exisQng site. Create UI Based On User Experience Approach. Wordsearchbible.com/pastor Wordsearchbible.com/student Wordsearchbible.com/women

Targeted Email MarkeHng Managing our DL is of upmost importance!!! TargeQng different segments is key to growth and future.

Events, Live and Virtual Trainings, KeyNotes WORDsearch becomes a much larger idea. One that promotes Biblical learning and living. We partner with those who have dedicated their lives to this pursuit.

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Strategy to Drive New Income

New Customer & Income

Search-‐SEO

PPC Campaigns

Email MarkeQng-‐WSDL/SBC

Social Media

AnalyQcs, Conversions

Form New Partners, Influencers

Create, License New Content

Call Center

Affiliate /Referral Programs

Cross Pollinate

New Events


Digital Media-‐Direct to Consumer

Consumer

Search Engine OpQmizaQon

PPC Campaigns

Email MarkeQng

Social Media

AnalyQcs

Print, Radio, TV Videos

Website and Mobile

Affiliate /Referral Programs

Blogging

Content Development


MARKETING PLAN PRESENTATION WORDsearch Team

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Mr. Jim Baird. Publisher, Business Owner

Mr. Mike Cooper. Content AcquisiQons

Mr. Scoa Winter. Strategic Partnerships

Mr. Terry V. Email MarkeQng

TEAM PLAYERS


Top 20 Low Hanging Fruit 1.  CompeQQve Analysis of Logos 2.  Fresh look at Product, Price, Place, PromoQon, People, Processes 3.  Create WORDsearch Story Immediately and start to Tell that Story-‐in company and outside 4.  Audit DB, Clean Up, Segment Out, Perform Outbound Calls-‐Survey, Sell, Up-‐Sell, CRM? SalesForce? 5.  Form New Strategic Partnerships and Content for 2014, 2015. Seminaries, Online EducaQon, Women,

Main Stream and African American Pastoral Influencers 6.  Create A Short-‐Term, Long-‐Term MarkeQng Strategy 7.  Create New Income Streams Based on Customer Findings, Main Stream Pastors, Seminary Students,

Women, Form New TacQcs Via Affiliate & Referral, ConQnuity, Search, Website, Email, Social 8.  Web Merchandising Approach-‐3 Second Rule, Conversions, Measure, Accessibility 9.  Need More New Visually Appealing Design and Packaging and Storefront 10.  Develop SEO Best PracQces and Implement, PPC Campaign-‐Buys Ads to find out interest 11.  Create Customer InteracQon Streams-‐Blogs, Forums, Reviews, Timely Feedback, FB Posts, Twi>er 12.  Consumer AnalyQcs-‐Behavior on site, emails, soMware, to measure tacQcs, strategy, enhancements 13.  Take down QuickVerse from the WORDsearch site 14.  Change Product/Brand Name? 15.  Same Name, New Slogan-‐WORDsearch-‐”Serving Those Seeking Biblical Truth” 16.  Outbound, Inbound Links-‐ Partner Sites 17.  Register New Site and Content with Search Engines 18.  Email MarkeQng and Content Schedule for 2014, 2015 19.  Create and develop Affiliate and ConQnuity Programs 20.  Create Robust Social Presence


MARKETING PLAN PRESENTATION Glenn McClure

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THANK YOU VERY MUCH!

taking legacy software global

Business

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wordsearch bible somware

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