Transcript Document

SOMOS
New York
“We are New York”
“Disfrutando la vida
en todas pates”
“Enjoying life everywhere”
BUSINESS CONCEPT
• SOMOS New York magazine, is a city
magazine
• Focuses on New York’s Hispanic/Latino
culture.
• Spanish written guide for tri-state
residents, new immigrants and visitors.
TARGET CUSTOMER
• Estimated Hispanic/Latino
population in New York is 1.9
million.
• Age group: 18 to 35 years old
COMPETITIVE EDGE
• One-stop shop magazine for all
local information.
• Online version, translated into
English.
• 24 issues per year
– Retail price $3.99
– Yearly subscription is $48.00
– Online access: $20.00
DISTRIBUTION
• Magazine distributors and wholesalers.
• Bodegas, newspaper stands,
supermarkets, etc.
• Subscriptions purchased through
somosnewyork.com and mailing
subscriptions directly from consumers.
FOUNDING TEAM
• James Perce, Publisher
• Indra Rodriguez,
Advertising/Marketing Director
• Sheila McGeough, Editor in Chief
INDUSTRY MARKET ANALYSIS
• Publishing industry annual
revenues $24.77 billion.
• In 2004 $12.4 billion spent on
magazine advertising
• 2003 vs. 2004 Hispanic/Latino
magazine titles grew by 15.9%
INDUSTRY MARKET ANALYSIS
• In 2004 , top 50 magazine
advertisers spent $8.1billion, which
include:
– Procter & Gamble, $620 million.
– General M&otors $480 million.
– Altria Group Inc. $420 million.
COMPETITIVE ANALYSIS
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2004 Sales
AOL Time Warner: $42.1 billion
Advanced Publications Inc.:$5.9
billion
Hearst Corporation: $4.1 billion
Primedia Corporation: $1.3 billion
DIRECT COMPETITOR
• Time Out New York, based London
England.
• Current circulation 139,108
• 2003 Revenues of $45 million
COMPETITVE ADVANTAGE
Hispanic/Latino consumers
• High density population:
Puerto Ricans, Dominicans,
Mexicans,etc.
• Brand Loyalty
DEMOGRAPHICS
• US Hispanic population:35,305,818
• Hispanic purchasing power $767
billion in 2005
• $1 trillion by 2010
MARKET SEGMENTATION
• NY Hispanic/Latino population 18
to 35 yrs old : 1,974,551
• Acculturated: 60% of population.
Bilingual
• Assimilated: 20%. English only
• Isolated:20%. Spanish only.
DISTRIBUTION
• Single copies: Newsstands
distributors, bodegas, supermarkets,
bookstores.
• Subscriptions
• Website
ENTRY STRATEGY
• Mailing list
• Postcards
• Promotional letters
• Sample magazines
PRODUCT DESCRIPTION
• Editorial content: Sections of the
magazine
• Characteristics: Pricing
• Technology Assessment: website
• Prototyping and testing: Test mailing
• Intellectual Property: Patent, copyrights
OPERATIONAL PLAN
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Location
Production and operation procedures
Distribution methods
Quality Control
Auditing Organization
Customer Service procedures
ORGANIZATIONAL PLAN
• Philosophy
• Legal structure
• Organizational chart
MARKETING PLAN
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Purpose
Business identity
Target market
Unique market niche
Plan to reach first customer
Marketing Advertising strategy
FINANCIAL PLANS
• Break-even analysis
• Financial statements
• Plan for funding
GROWTH PLAN
• Expansion of Somos Publishing
magazines
• Ancillary Products
CONTINGENCY PLAN
• Strategies for dealing with
deviations from the plan
– Selling
– Going Public
– Venture Capitalist
– Employee buy-out
TIMELINE TO LAUNCH
June:
July:
August:
September:
January:
2006
Target market
Editorial content
Circulation plan
Test mailing
2007
To Launch 1st
publication
THE END
GRACIAS