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De-Brief to Executives, July 2009. Conducted by . Background. Objective: Define product set for corporate and other institutional sale, as well as identify challenges and solutions to resultant marketing and sales. Market Analysis Competitive Analysis Executive Feedback and Interviews
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De-Brief to Executives, July 2009 Conducted by
Background • Objective: Define product set for corporate and other institutional sale, as well as identify challenges and solutions to resultant marketing and sales. • Market Analysis • Competitive Analysis • Executive Feedback and Interviews • Market Research (Survey) • A. Customer Profiles • B. Test Demand for Corporate Offering • C. Test Potential Corporate Offering • D. Brief & Receive Executive Feedback • Recommendations • Executive Feedback • Finalize Recommendations • Provide Plan
Summary • There is definite and significant demand for an expanded, or segmented, business information offering: • STRATFOR has two significant audiences. The biggest, comprising 2/3 of the audience is opinion leaders, the most valuable in high-end news. • A second, is a third of the total audience, is a professional audience using the information for both personal and work reasons. • We tested some 30 products under the labels of "access," "personalization," "customization" and "research." • Of these, the research offering is the most popular with demand around 40% of professionals. • … with customization, personalization and access generally coming in between 20% and 30%. • STRATFOR already produces most of these products but they are not packaged this way, or segmented. • The total opportunity likely ranges between the mid-seven figures and up to the low eight figures, depending upon several key decisions. • Certain of these decisions could boost revenues from professional users and opinion leaders.
Market Analysis • In 2010 the total size of the U.S. communications industry: $1.236 trillion, approximately 7.5% of GDP. • The biggest categories are.... • Cable Television: $169.4 billion • Direct Marketing: $194 billion • In the categories of “serious” information, all these are in decline... • Newspaper Publishing: $72.5 billion • Consumer Magazine Publishing: $27.2 billion • Business-to-Business Media: $30.2 billion • All except one: • Professional Business Information Services: $181.9 billion • ... projected to double from 2000.
Competitive Analysis • Approximately six holding companies control most of the market share in serious business news and information. • These include Pearson's, McGraw-Hill, Thompson-Reuters, HIS, and others. The scale of all these companies is in the billions of dollars per year in revenues. • Of these only two have fielded any form of sustained political intelligence offering: Pearson/FT’s Economist Group and HIS’s Jane’s. • The Economist Group’s Economist brand companies yield about $750 million in revenues annually (75% of the group) while Jane’s yields about $75 million. • In 2008 The Economist Group attempted to buy Jane’s but lost the bidding war to HIS to the tune of more than $180 million… • …Likely to gain Jane’s mix of political+security offering to cross-sell against The Economist’s U.S. audience, which comprises 60% of the brand companies revenues. • Both serve mid-to senior tier of researchers and executives as well as a small number of true decision-makers. Jane’s has a mostly a defense-related audience, while The Economist has a more typical Fortune 500 audience
Positioning So who is poised at the nexus of politics+stability? The Economist Politics+ Economics 6.5 million people STRATFOR Politics+ Stability 2 million people Jane’s Politics+ Defence 1 million people
Survey Statistics Enter your title notes for readers here
What is your gender? Enter notes to introduce and explain this slide to the reader here…
What is your age? Enter notes to introduce and explain this slide to the reader here…
What is your level of education? Enter notes to introduce and explain this slide to the reader here…
What is your annual household income Enter notes to introduce and explain this slide to the reader here…
Where do you live? Enter notes to introduce and explain this slide to the reader here…
How would you describe your political views? Enter notes to introduce and explain this slide to the reader here…
Which of the following applies to you? Enter notes to introduce and explain this slide to the reader here…
Which of the following do you use for networking? Enter notes to introduce and explain this slide to the reader here…
Are you a subscriber, free website user or free e-mail user? Enter notes to introduce and explain this slide to the reader here…
Which of these do you also read, online or in print, or both? Enter notes to introduce and explain this slide to the reader here…
What benefits do you get from Stratfor? Enter notes to introduce and explain this slide to the reader here…
How frequently do you read Stratfor? Enter notes to introduce and explain this slide to the reader here…
How often do you forward Stratfor information to someone? Enter notes to introduce and explain this slide to the reader here…
How would you prefer to access Stratfor information?<!--Session data--><div id="refHTML"> </div> Enter notes to introduce and explain this slide to the reader here…
Which regions are you interested in? Enter notes to introduce and explain this slide to the reader here…
How closely do you follow Stratfor's coverage of the following countries? Enter notes to introduce and explain this slide to the reader here…
How often do you read or use the following products? Enter notes to introduce and explain this slide to the reader here…
Where do you work? Enter notes to introduce and explain this slide to the reader here…
If you are in the private sector please indicate your position: Enter notes to introduce and explain this slide to the reader here…
If you are in government, please indicate your position: Enter notes to introduce and explain this slide to the reader here…
If you are in the military please indicate your rank: Enter notes to introduce and explain this slide to the reader here…
Why do you read Stratfor's information? Enter notes to introduce and explain this slide to the reader here…
Please pick the phrase that best describes how you use information in your work: Enter notes to introduce and explain this slide to the reader here…
In your work, do you have a role in or influence business with the following? Enter notes to introduce and explain this slide to the reader here…
How do you use Stratfor information in your work? Enter notes to introduce and explain this slide to the reader here…
Please rate your agreement or disagreement with the following statement. Enter notes to introduce and explain this slide to the reader here…
How often do you forward Stratfor information to a professional colleague? Enter notes to introduce and explain this slide to the reader here…
Are you aware that Stratfor provides information products and services for professionals, purchased by their employers? Enter notes to introduce and explain this slide to the reader here…
Do you think others in your organization might benefit from Stratfor information if they receive access? Enter notes to introduce and explain this slide to the reader here…
Would you, your colleagues or employer be interested in the following research products? Enter notes to introduce and explain this slide to the reader here…
Would you, colleagues or employer be interested customized information? Enter notes to introduce and explain this slide to the reader here…
Would you, your colleagues or employer be interested in personalized information? Enter notes to introduce and explain this slide to the reader here…
Would you, colleagues or your employer be interested in the following access? Enter notes to introduce and explain this slide to the reader here…
Would you like to be contacted in the near future about your professional or organizational information needs? Enter notes to introduce and explain this slide to the reader here…
