How to build a high ticket subscription service

IIN BOOT CAMP, 19th March 2015

“How to Build a High Ticket Subscription Service”

Jeremy Phillips

Co-Founder and COO, EditorEye

jeremy.phillips@editoreye.com

AGENDA

What Do Companies Pay Most For? 2

What Is the Problem? 1

What Your Offer Needs 3

Preparing Your Offer 4

Discussion 5

THE PROBLEM: FRAGMENTED CONTENT

News &

Analysis

Reports

Structured

Unlicensed

& Social Content

Internal

Content

Provider

Search

System

End User

News &

Analysis

Reports

Structured

Unlicensed

& Social Content

Internal

Content

Provider

Search

System

End User

Knowledge

Manager

News &

Analysis

Reports

Structured

Unlicensed

& Social Content

Internal

Content

Provider

Search

System

End User

Knowledge

Manager

WHAT DO COMPANIES PAY MOST FOR?

Personal

Decision

Support

Enterprise

Decision

Support

… Nirvana?

lunchtime

read”

“Help me do

my job

better”

“Help my team

work better

together”

“Help my company

deliver better

results”

Decision Support

NIRVANA: UNIFIED INTELLIGENCE

Intranet

Newsletters

Social

• News

• Analysis

• Reports

• Data

• Internal

Content

TRENDS

NEW LEADS

INTERNAL COMMENT M&A

INDUSTRY DATA

PEOPLE MOVES

COMPETITORS

NEW PRODUCTS

“Make all content available through one core taxonomy, to trigger all our business decisions”

TURNING CONTENT INTO DECISION-SUPPORT INTELLIGENCE

Intranet / Website

Curated Newsletters

Personal Alerts

Enterprise Applications

EditorEye Platform

Licensing Control

Central Taxonomy

Companies Categories

Triggers Regions

People (etc)

Analytics

Curation

News &

Analysis

Reports

Structured

Unlicensed

& Social Content

Internal

Content

End User

Social Presence

Knowledge

Manager

WHAT YOUR OFFER NEEDS

CONTENT

• Something unique – man-made

• (What have you got already?)

• (What are you best at?)

STRUCTURE

• Clearly define your market, and the decisions you are supporting • Recognisable topics / vocabulary for your audience

• Describe their world

• Relevant triggers to drive their decisions

FUNCTIONALITY • “Show me content when I want it”

• “Help me to follow through (context when I need it)”

HOW TO ASSEMBLE YOUR OFFER

Lunchtime

CONTENT

• News (+)

• Existing content mainly (plus 3rd party)

• Consistently on-topic

STRUCTURE

FUNCTIONALITY

• Basic “Land Grab”

• DISCOVERABLE CONTENT • (Web, Social)

• Persistent sites / Popup sites

• Newsletters - signups

Lunchtime

Personal

Decision

Support

CONTENT • ORIGINAL CONTENT • Analysis, Interviews

• Data: Surveys, Customer Analytics

STRUCTURE

FUNCTIONALITY

• ENHANCED STRUCTURE • Standard Taxonomy

• PERSONALISATION • Personal Alerts

• Triggers & Context

• Analytics

Lunchtime

Personal

Decision

Support

Enterprise

Decision

Support

Content Hub

CONTENT • (same)

STRUCTURE

FUNCTIONALITY

• GIVE THEM THE KEYS • Create their own taxonomy

• Curate their own content

• Publish their own newsletters

• Control colleagues’ alerts

• Analytics – to their custom topics

CONTENT HUB – CONNECTING ALL CONTENT SOURCES

Intranet / Website

Curated Newsletters

Personal Alerts

Enterprise Applications

EditorEye Platform

Licensing Control

Central Taxonomy

Analytics

Curation

News &

Analysis

Reports

Structured

Unlicensed

& Social Content

Internal

Content

End User

Social Presence

Knowledge

Manager

PREPARING YOUR OFFER – (I) SELECT YOUR MARKET

• Do they need help?

• Is it a growing market?

• Deal activity? – M&A / Partnerships / Venture Capital

• Are new companies forming?

• ..and are there some big players too?

• Is it fragmented?

• Is it changing structurally?

• Are the business models changing?

PREPARING YOUR OFFER – (II) ADD STRUCTURE

• Where are the edges of the market?

• Which bits are you going to focus on?

• How much detail are you going to go into?

• How are you going to structure your offer?

• Companies, Categories, Brands, People, Regions, Hot Topics

• The right vocabulary for your audience’s decision-making

PREPARING YOUR OFFER – (III) WHICH ROLES WILL YOU SUPPORT?

Knowledge

Managers

• Manage content flows

• Curate for colleagues

• Support project work

• Analyse trends

• Define strategy

• Develop new

products and

services

• Identify new

• Engage with

prospects

• Prioritize contact

activity

• Identify upsell

opportunities

• Identify next

corporate deals

• Comply with

legal / regulatory

best practice

• Engage external

audience

Corporate

Development

Senior

Management New Sales

Account

Management

Compliance &

CSR Marketing Power Users

• Recommend content

• Add insight

• Search archives

• Produce reports

• M&A

• Partnerships

• Product Launches

• Exec Moves

• Contracts

• Product Launches

• M&A

• VC

• Exec Moves

• Legal Changes

• Compliance

Actions

TRIGGERS

• (ditto) • Campaigns

• Market Data

SO YOU’VE GOT WHAT YOU NEED

CONTENT

• Something unique – man-made

• (What you have got already)

• (What you are best at)

STRUCTURE

• Clearly defined market and target user role(s) • Recognisable topics / vocabulary for your audience

• Describe their world

• Relevant triggers to drive their decisions

FUNCTIONALITY • “Show me content when I want it”

• “Help me to follow through (context when I need it)”

ROADMAP

Personal

Decision

Support

Enterprise

Decision

Support

Unified

Intelligence

lunchtime

read”

“Help me do

my job

better”

“Help my team

work better

together”

“Help my company

deliver better

results”

Decision Support

“Help my team

work better

together”

.. AND FINALLY

•Prepare some seed (premium) content

•Get out there!

IIN BOOT CAMP, 19th March 2015

“How to Build a High Ticket Subscription Service”

Jeremy Phillips

Co-Founder and COO, EditorEye

How to build a high ticket subscription service

Business

Transcript of How to build a high ticket subscription service

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