ym grand presentation1_team2_0304
TRANSCRIPT
WE CALL IT
INTERACTIVE
We simply make ebook ebook, not a copycat
of print book
HIEU PHAN DUNG NGUYEN GIANG BUI VU NGUYEN HUONG DINH
E B O O K
OBJECTIVES OVERVIEW OVERALL TRUTH ALL ABOUT BRAND
OBJECTIVES OVERALL
TRUTH
01Set objectives for the
whole project
Review book/ebook
market & select
potential marketplace
03
Understand about
category & consumer
OVERVIEW
02 04BRAND
Brand building
process
AGENDA
OBJECTIVES OVERVIEW OVERALL TRUTH ALL ABOUT BRAND
To make a successful launch, we need a strong product
concept. What should we say in product concept and
how can we get it?
BUSINESS OBJECTIVE
Revenue+ Get $10 millions in 1st year
+ Get $15 millions in 2nd year
Market share:+ 13% share in 1st year
+ 20% share in 2nd year
S T O R Y B O O K
OBSERVATION- 8/10 people who already have had ebook version still
tend to purchase paper book.
STORYBOOK is where I nurture my imagination,
my soul. Paper book gives me the feeling of
being present friend, tangible and connected to it
RESEARCH BRIEF OVERVIEW OVERALL TRUTH ALL ABOUT BRAND
- Only 4/10 people do not have intent to purchase
paper book when they already have ebook
OBSERVATION
People want to get KNOWLEDGE when they
read knowledged book
To them, ebook is not better at helping to
absorb knowledge than paper book
K N O W L E D G E B O O K
46% story book
37% knowledged book
Paper book is still dominating
the market and it plays an
irreplaceable role in
consumers’ heart
Ebook market is much larger
and people still tend to use
ebook as it still offers the same
thing as paper book: knowledge
S T O R Y B O O KK N O W L E D G E D B O O K
OBJECTIVES OVERVIEW OVERALL TRUTH ALL ABOUT BRAND
C O M P E T I T O R 1%Publishers are narrowing the gap between ebook & paper book making ebook
more alike to paper book.
To make a breakthrough in this industry (in knowledged book)
WE SIMPLY MAKE EBOOK EBOOK, NOT A
COPYCAT OF PRINT BOOK
OBJECTIVES OVERVIEW OVERALL TRUTH ALL ABOUT BRAND
FOCUS GROUP DESK RESEARCH
B R O A D K N O W L E D G E
K N O W L E D G ED E E P
SCIENTIFIC FACTPrint book performs best in gaining DEEP KNOWLEDGE & Ebook cannot become print
book’s substitute
Our ebook will focus on
DEEP KNOWLEDGE
OBJECTIVES OVERVIEWOVERALL
TRUTH ALL ABOUT BRAND
CONSUMER UNDERSTANDING
People intensively skim/scan for information & knowledge when they
have CLEAR GOALS TO ACHIEVE & LIMITED TIMEMOMENT
OF TRUTH
When they need to capture
overview of the problem,
they tend to seek for more
information
CONTEXT
We call this
THE PERIOD
OBJECTIVES OVERVIEWOVERALL
TRUTH ALL ABOUT BRAND
C O N S U M E R I N S I G H T
As a goal-achiever, under pressure period, I feel like I’m wasting time
trying to get broad knowledge. I want it to be a more time-efficiency
way to capture landscape and overview of the problem to reveal a
direction to solve to problem.
Age: 20 – 26
Income: ABC+
Occupation: Students & Employees
Location: 6 key cities
Characteristics: Hungry for achievements
Hardworking
Self-studying oriented
U&A:
-Read more than 10 books/year
-Research for more info outside
of the book
CONSUMER INSIGHT
OBJECTIVES OVERVIEW OVERALL TRUTH
ALL ABOUT
BRAND
P R O D U C T I D E A
SELECTIVE READING METHOD
We use technology to help readers fasten their process of getting
broad knowledge
GOAL
METHOD
PRODUCT
SHORTEN TIME SPENT GETTING BROAD KNOWLEDGE
SELECTIVE READING METHOD | less words but better
acknowledgement
Able to adjust percent (%) of key content
OBJECTIVES OVERVIEW OVERALL TRUTH
ALL ABOUT
BRAND
BRAND
POSITIONING
PROVIDE WHAT NEED
TO WHOMDIFFERENTIATED
BY
REASONS TO BELIEVE
Time-efficiency in
getting broad
knowledge
Age: 20 – 26
Income: ABC+
Occupation: Students &
Employees
Location: 6 key cities
Characteristics: Hungry for
achievements
Hardworking
Self-studying
oriented
Offer options to select
the % of content you
want to achieve ability
to read faster & gain
knowledge faster
Scientific fact
Only 20% of words on
a page are worth
reading
OBJECTIVES OVERVIEW OVERALL TRUTH
ALL ABOUT
BRAND
Root strengths
Competitive
environment Target
Insight
Breakthrough reading method
Age: 20 – 26
Income: ABC+
Occupation: Students & Employees
Location: 6 key cities
Characteristics: Hungry for achievements
Hardworking
Self-studying oriented
Distinct from
competitor
Values, beliefs &
personality
Benefits
As a goal-achiever, under pressure period, I feel like I’m
wasting time trying to get broad knowledge. I want it to
be a more time-efficiency way to capture landscape and
overview of the problem to reveal a direction to solve to
problem.
RTBs
Discriminator
Enrich your
experience with
knowledgeFirst time
applied to
ebook
fact
ScientificClear
Structured
Selective
Time-efficiency
Breakthrough
THANK YOU
HIEU PHAN DUNG NGUYEN GIANG BUI VU NGUYEN HUONG DINH