1. EADLY
Unlimitied high quality print publications at your fingertips
Fantastic Five
2012-09-27 Page 1

2. CONTENTS
Market insights
Our solution
Marketing strategy
&
Implementation
Page 2

3. SWEDISH MARKET FOR NEWSPAPERS & MAGAZINES
68 percent read
newspapers
daily
Global top
7 market
60 percent
read
2,8 million magazines
newspapers weekly
distributed
daily
Page 3

4. TECHNOLOGICAL REVOLUTION UNDERWAY
Page 5

5. MEDIA CONSUMPTION LAST DECADE
= Need for new business models!
Page 6

6. BRIDGING PRINTED AND ONLINE MEDIA
Source: Accenture (2010)
Page 7

7. CURRENT ACTORS
Potential actors
Page 8

8. • Major B2B provider of media analysis, media
monitoring service
• 450 newspapers & magazines supplied by the owner
(news agency TT)
• Growing ready to enter the B2C market
Page 9

9. • Major B2B provider of media analysis, media
monitoring service
• 450 newspapers & magazines supplied by the owner
(news agency TT)
• Growing ready to enter the B2C market
• Enters Readly!
Page 10

10. MARKETING STRATEGY
Readly will be an integral part of the digital
landscape by the end of 2014.
Our name will be the first association of consumers
when it comes to high quality print publications on
the internet.
Page 11

11. MARKETING STRATEGY
Targeting the different Segments
Product
2 different access models
Free alternatives Has subscribtions
Price
Has no •This is an example text.
subscribtion Go ahead an replace it
with your own text. This Freemium
Quality demand
is an example text.
Place
Free alternatives ?
Online, on your mobile
device
Promotion
Preparedness to pay
Page 12

12. MARKETING STRATEGY
Targeting the different Segments
Product
2 different access models
Free alternatives Has subscribtions
Price
Has no •This is an example text.
subscribtion Go ahead an replace it
with your own text. This Freemium
Quality demand
is an example text.
Place
Free alternatives ?
Online, on your mobile
device
Promotion
Preparedness to pay
Page 13

13. MARKETING STRATEGY
An Integrated Marketing Campaign to connect both worlds
Page 14

14. MARKETING STRATEGY
Value proposition and pricing
One
provider
OFFERINGS
Free
One - All Content
purchase - Missing pages
- Extra ads
Premium
Superior - 99 SEK / month
quality - Full access
- Extra functions
All
content
2012-09-06 Page 15

15. MARKETING STRATEGY
An integrated Marketing Campaign to connect both worlds
SEM
Traditional Ads People look for online
In a context where customers content.
are most likely to respond
positively. Social Media Use
Not for quick ROI but to
integrate our brand in the
Public Relations digital networks and to
Get into the media. enhance iterative
product development
with user feedback.
Friendship Marketing
Going for the „Holy Grail“
Page 16

16. MARKETING STRATEGY
A sound plan is the engine for success…
…but the metrics are your steering wheel and brakes!
Page 17

17. IMPLEMENTATION
Mother’s/
Valentine’s day Farther’s Day Christmas
Page 18

18. CONTROLS
Annual plan control:
• examine whether the
planned results are being
Profitability Control achieved
• examine whether • by analyze the
making/losing money sales/market
• evaluate the revenue share/financial analysis
and cost of free Strategic Control
model/payment model • examine whether the
• 1/month company is pursing the
best opportunities
• by analyze the marketing
audit,etc
Nov/ Dec 01 02 03 04 05 06 07 08 09 10 11 12/13
12
Page 19

19. KPIS FOR MARKETING DASHBOARD
1. Ratio of conversion from Free to Premium model
2. New subscriptions to the different models
3. Subscribers’ churn rate
4. Average time spent per reader
5. Average number of publications used per reader
6. Activity in social media
Page 20

20. RISKS AND SOLUTIONS
• Control Process on basis of the KPIs
• Example: Low conversion rate
What do Why is it Adjustment
Performance What is Reason
we want to happenin
happening?
achieve? g? What should we
do about it?
• 10% annual • 5% conversion only • Low perception of • Communicate the
conversion from free difference between superior offering of
to premium offerings premium model better
Page 21

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