How to build a high ticket subscription service
20
IIN BOOT CAMP, 19 th March 2015 “How to Build a High Ticket Subscription Service” Jeremy Phillips Co-Founder and COO, EditorEye [email protected]
Transcript of 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
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
Data
Unlicensed
& Social Content
Internal
Content
XML
Provider
Provider
Provider
Provider
Provider
Provider
Provider
Provider
Provider
Search
Search
Search
System
System
System
End User
THE PROBLEM: FRAGMENTED CONTENT
News &
Analysis
Reports
Structured
Data
Unlicensed
& Social Content
Internal
Content
XML
Provider
Provider
Provider
Provider
Provider
Provider
Provider
Provider
Provider
Search
Search
Search
System
System
System
End User
Knowledge
Manager
THE PROBLEM: FRAGMENTED CONTENT
News &
Analysis
Reports
Structured
Data
Unlicensed
& Social Content
Internal
Content
XML
Provider
Provider
Provider
Provider
Provider
Provider
Provider
Provider
Provider
Search
Search
Search
System
System
System
End User
Knowledge
Manager
WHAT DO COMPANIES PAY MOST FOR?
News
Personal
Decision
Support
Enterprise
Decision
Support
… Nirvana?
“My
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
Data
Unlicensed
& Social Content
Internal
Content
XML
End User
Social Presence
API
IDP
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
Read
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
HOW TO ASSEMBLE YOUR OFFER
Lunchtime
Read
Personal
Decision
Support
CONTENT • ORIGINAL CONTENT • Analysis, Interviews
• Data: Surveys, Customer Analytics
STRUCTURE
FUNCTIONALITY
• ENHANCED STRUCTURE • Standard Taxonomy
• PERSONALISATION • Personal Alerts
• Triggers & Context
• Analytics
HOW TO ASSEMBLE YOUR OFFER
Lunchtime
Read
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
Data
Unlicensed
& Social Content
Internal
Content
XML
End User
Social Presence
API
IDP
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
leads
• 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
NE
ED
S
DE
CIS
ION
SU
PP
OR
T
• 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
News
Personal
Decision
Support
Enterprise
Decision
Support
Unified
Intelligence
“My
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”
IIN BOOT CAMP, 19th March 2015
“How to Build a High Ticket Subscription Service”
Jeremy Phillips
Co-Founder and COO, EditorEye
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