Tactics for Controlling Equity Dilution in University Startups July 20, 2011.
+ “Inspiring and supporting the UK startup community” 435,856 new businesses registered in 2011,...
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+ “Inspiring and supporting the UK startup community” 435,856 new businesses registered in 2011, up from 384,981 in 2010. Of these 2011 startups, 37% were run by women, up from 33% in 2010. 95% increase in female market businesses since 2009 – increase in popularity of thrift clothes and locally made produce. 46% increase in university leavers who described themselves as self-employed or freelance between 2007 and 2010. In the same time there was a 6.5% increase in entrepreneurs between the ages of 25-35. Brand definition
Transcript of + “Inspiring and supporting the UK startup community” 435,856 new businesses registered in 2011,...
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“Inspiring and supporting the UK startup community”
435,856 new businesses registered in 2011, up from 384,981 in 2010.
Of these 2011 startups, 37% were run by women, up from 33% in 2010.
95% increase in female market businesses since 2009 – increase in popularity of thrift clothes and locally made produce.
46% increase in university leavers who described themselves as self-employed or freelance between 2007 and 2010.
In the same time there was a 6.5% increase in entrepreneurs between the ages of 25-35.
Brand definition
+Brand definitionHowever
Startup businesses tend to stay on a small scale with on average only 2% of businesses grow to employ more than 25 people.
Only 44% of businesses started in 2005 were still afloat by the end of 2010.
Motivations for starting up a business
In a survey carried out by Business Centric Services Group, 49% said the desire to be their own boss was the motivation for setting up on their own.
41% say they feel they can make more money running their own business than working for someone else.
+Brand definitionBusiness concerns
High inflation and rising utilities bills – increased costs of running business
Difficulty of getting bank loans in recent times – some business owners claim it has hindered the growth of their businesses.
Also led to many people setting up businesses using credit card loans alone and funding their businesses through upfront payment e.g. bespoke suit maker.
Our demographic
Between 21-40
Web savvy
Price conscious
More male, with a sizeable female readership as well
+Reader profile 1 Joanne, 31
Makes and sells fabric party bags
Needs – budget saving advice, info on government reforms/tax, using social media, how-tos, where-tos
Parent, her business and children don’t give her time for hobbies
She works from home
Reads trade and local business magazines and uses social media – Twitter, Facebook and blogs
+Reader profile 2 Chris, 39
Teaches cycling skills and maintenance courses, owns bike workshop
Needs – information on small businesses and the less glamorous side of business
Hobbies includes cycling and music
Works at office and workshop
Reads Business Link website (government) and uses Twitter
+Brand positioning
Accessible, practical, innovative
What makes us different:
We want to be more informal than other titles on the market
We are aiming our content at companies with a lower turnover
You do not have to have a business degree to understand our advice
Content written for people running their own businesses who don’t consider themselves businessmen or women
+Brand positioningCirculation figures for competitors:
Business Life: 79,213 (ABC 2011)
Wired: 50,150 (ABC 2011)
Economist: 203,000 (NRS 2010)
Moneywise: 23,000 (NRS 2008)
The Week: 183,617 (ABC 2011)
Real Business: 41,000 (own website)
Business Matters: 47,000 (own website)
Fast Company: 738,950 (US)
Inc: 710,106 (US)
+Brand personality
Concise editorial; bold design; an engaging and accessible tone.
Magazine pillars:
Switch On
Toolbox
Features
Tech
Switch Off
+Brand personality
+Brand personality
Key printing points:36 pagesMatt finished front and back covers – coated, 160gsm?
A4Colour throughoutSaddle stitched
+Online Embedded Twitter feed & LinkedIn discussions
Blog - Opinion, debate about ongoing trends in the industry, guest bloggers- success stories.
Video Content- Upstart TV, TED Video of the Week, Upstart Video Diary
A Day in the Life- Shadowing a start up business for the day to see what their day to day business is like.
Regular How-To and Top 5 articles
Podcast - bi weekly downloadable podcast including round table discussions, guest expert to join in, questions from twitter sent in by the upstart readership.
Archive - back catalogue features/articles from past issues- updated accordingly.
+Social media LinkedIn groups (making connections/friends)
Subgroups for regions of the UK, encouraging discussion/Upstart meetups
Discussions on business problems, how to start up, expansion, technology
Friendly: can ask Upstart team for advice
Live Facebook and Twitter chats with experts
Print best Facebook/Twitter reactions in magazine
+Brand promises
We will always promote the value of entrepreneurial spirit
We will never underestimate the risks people are taking in starting their own business
We will help people improve their businesses by providing comprehensive business advice
+Distribution Policy- Monthly magazine
- Cost of £3.80
- Promotional cost for the first issue of £2.50
- Considering the circulation figures for market competitors, we are aiming for a circulation of 30,000
- We are aiming for 100,000 unique users to our website a month and access to our website will be free
- As our magazine is very niche we expect most of our readers will be subscribers with a subscription to newsstand sales ratio of 70:30 (21,000: 9,000)
- We will offer two subscription packages: one for 6 months and one for 12 months
- The 12 month subscribers will get a larger discount
6 month subscription = £17.10 (25% discount)
12 month subscription = £27.36 (40% discount)
+Brand extensions
Potential for magazine awards
Networking events
Business award grants
Step-by-step training guide available for purchase
