Chris norminton your business pitch
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Transcript of Chris norminton your business pitch
YOURBUSINESSPITCH
Presented by Chris Norminton
Brief
“You have been commissioned by the Northern Echo to produce a new magazine or newspaper product. Your product could be in any style or genre but it must be self financed through sale or advertising. You must also produce your magazine for a specified audience within the 16 to 25 age group.”
My Idea
• My magazine is called YOURBUSINESS. It is a business magazine for students in the North East from the ages of 18 to 25.
CLIENTRESEARCH
Unique Selling Point
• To introduce an effective magazine that educates the public on not just the start up of a business but also on the managerial and accounting skills.
• Developing the readers knowledge of the local business community.
Problems
• The Northern Echo • Non specific newspaper• Deliver regional and national news everyday• To an audience of 180,000
• Their restrictions• No extreme language• No inappropriate or offensive content• Range of readership ages
• How does this affect my idea?
Aims
• Target Audience - Age 18 to 26
• Genre - Business
• Inset in the Northern Echo (Wednesday)
• Finance will be achieved through advertisement
Gap in the Market
• Where was the gap in the market?
• How did my idea fill this gap?
• What was the current competition?
Wednesday?
• Wednesday is the business/economical edition of the Northern Echo
• Many people already read Wednesdays edition because of this
Competition
Mast head - bold and clearly visible
Simple design
Well known entrepreneur used to draw
in an audience.
Darker background
makes it look more ‘exclucive’Sans-serif
fonts
Serif fontsRembrandt lighting
Competition
60:40Text to image ratio
Article text well distributed
Kicker
Talk Business – double page spread
Focus Group Feedback
• Original
• Well planned
• Good gap in the market
• Have more articles on the local community
• Include breakout articles on successful
idolized business entrepreneurs
How is My Magazine Local?
• Opportunity for local businesses to advertise
• Feature local businesses in my articles
• Create articles to do with business in the North East
• Support the local business community by spreading knowledge of businesses to build trading relationships
AUDIENCERESEARCH
Who Are My Audience?
Post university students
Both male and female
18 – 25
North East England
A – C2
“Succeeders”
Why?
Problems
• Age range • Financial issues • Students • Lower socioeconomic status
• Business interest• Appropriate business topics • Start up/management/local-business/advice ect…
• Advertisement • Has to appeal to my audience
Secondary Audience
• The Northern Echo’s Wednesday audience
• Readers at the homes of Northern Echo readers
• People in waiting rooms and other similar places
MAGAZINECONSTRAINTS
The PCC
• Who are the Press Complaints Commission?
• What have I learnt
• What codes should I consider
What Codes Should I Consider?
• Financial journalism• journalists must not use for their own profit financial information
they receive in advance to its general publication. Nor should they pass such information to others
• Accuracy • The press must take care not to publish inaccurate, misleading or
distorted information, including pictures.
• Clandestine devices and subterfuge • The press must not seek to obtain or publish material acquired by
using hidden cameras or clandestine listening devices.
• Discrimination • The press must avoid prejudicial or pejorative reference to an
individual's race, colour, religion, gender, sexual orientation or to any physical or mental illness or disability
Golden Rules
Product Design
• How does it appeal to my audience?• Styled using aspects of magazines such as “Talk Business”
and “What-” magazines. • Includes articles on areas of interest • Non-gender specific colour scheme • Variety of article topics• Local• Free with the Wednesday’s Northern Echo
AUDIENCEVIABILITY
Idea
• Local business start up and management magazine for post university students.
• Based around developing and educating younger audiences to give them a chance at starting their own business successfully.
Mock Ups
• Why do mock ups?
• What is the mock up process?
Idea
Strengths • Competition will be limited
as although there are existing business magazines that would pose a threat as competition, YOURBUSINESS reaches out to the audience on a community level connecting with them more to develop their skills effectively and to build loyalty between the magazine and its customers.
Weaknesses
• Due to my audience being restricted to northern echo readers in the North East, who are interested in starting their own business; my magazine will not reach as many as my national competitors.
Idea 1
“Bland”
“good design ideas”
“More images could be used to liven up the design”
“Looks too formal for the target audience”
Idea 2
“Good use of contrast”
“visually appeals more to a younger audience”
“Image doesn’t have much linking it to the article”
“article text looks off. Maybe justify the text instead”
MYPRODUCT
Flat Plans Front Page
Flat Plans DPS 1
Flat Plans DPS 2
Flat Plans DPS 3
Stylistics/branding
• Colour• 3 colour scheme• Red• White• Black
• Imagery • Smart • Not stereotypical models
• Fonts • Abadi MT condensed extra bold – headings • Times new roman – article body• Arial – article body
Articles
• Friendly • Educational• Understandable• Easy to follow• 1st, 2nd & 3rd person narrative • Short paragraph length• Reasonable text to image ratios
COMMERCIALVIABILITY
Expenditure
Print Cost
Personnel Cost
Equipment Cost
£4420
£2166
£934.40
£7,520.40
Income
Advert Type RateNumber
Total Income
Back cover £5000 1 £5000Inside front £4,400 1 £4400Inside back £4000 1 £4000Double page spread £4500 1 £4500Full page £3000 2 £6000Half page £1800 1 £1800Quarter page £950 £0Eighth Page £400 £0
Total Income 7 £25700
£25,700
Profit/Loss
Profit of
£18,179.60
Distribution
• Free insert in Wednesday’s Northern Echo
• No need for wholesaler / retailer
• Distributor is Inter-media • Paper quality will be 115mg
• A4 size
• The cover will be glossed
Conclusion
• Discuss what you actually want to achieve from this product. What is your USP?
• Ensure you explain your reasons why you approached it this way?
Refer back to your client aims and your aims and evaluate whether you have been successful. Does this accomplish your client’s objectives?