Direct mail reading business plan book
The financial target of this direct investment media: within three years, the average annual growth rate of income reached 40%, the accumulated income exceeded 60 million yuan, and the profit exceeded XX million yuan.
Direct mail readings, that is, free publications directly sent to readers, referred to as "dm"--direct mail in foreign countries. It has two essential differences from ordinary magazines: 1) It is not a news publication. It does not need to be approved by the press and publication department, but only by the Industry and Commerce Bureau, but it cannot be sold. 2) It is usually sent directly to the readers. There are few intermediate links in the issuance. Compared with the magazine, its initial investment is small and the return on investment is faster.
Big 16 opened "Hua Xia Xin Rui" direct mail reading, profit channel in addition to advertising, but also database marketing.
1. At present, “China Xia Rui·Nanjing Magazine” has been officially produced by Zhanlu Media and belongs to the wholly-owned project of Zhanlu Media. Zhanlu Media is the abbreviation of Nanjing Zhanlu Cultural Communication Center. Nanjing Zhanlu Cultural Communication Center is headquartered in Nanjing. Management team core: general manager Wang Junfeng, design director Yuan Kang.
2. Zhanlu Media produced the “Hua Xia Xin Rui·Nanjing Magazine” in May XX, and has published 13 issues so far. Since the 10th issue, the current balance of payments has been basically achieved. In the increasingly competitive Nanjing dm market has established a firm foothold, is in the rapid growth period of upward transcendence.
The “China Huaxin” urban high-end crowd series dm, including various city magazines and community magazines, auto club journals, financial and medical institutions vip journals, etc., is the main profit platform of Zhanlu Media in the past three years. "Huaxia Xinrui·Nanjing" and the Yangzhou, Suzhou and Wuxi publications that will be financed in XX will first establish the leading position of the "Huaxia Xinrui" brand in the mid-to-high-end dm market in the Yangtze River Delta and explore the first barrel of gold.
3. The core competitiveness of Huaxia Xinrui lies in:
High quality crowd database marketing. And the two major features of this extension - niche, professional dm production; focus on contemporary Chinese urban culture and fashion.
Marketing for high-quality target population database is still blank in the Yangtze River Delta cities. From the experience of overseas markets, especially Hong Kong, Macao and Taiwan, the demand potential of this model is quite large. The Yangtze River Delta region is experiencing explosive growth, and the profit prospects are extremely impressive.
4. The ultimate development goal of Zhanlu Media is to target small media suppliers and operators in the middle and high-end sectors of Chinese cities. "China New Sharp" is the first small media to print.
Market Target: Zhanlu Media - Within three years, the market share of medium and high-end media in domestic cities is the first, at least 50%; the Yangtze River Delta market with Ningsuhang as the core accounts for more than 80%. "China's new cutting edge" - within three years, has become the largest non-profit media in China.
Financial target: Within three years of XX-2010, the annual growth rate of Zhanlu Media's revenue reached 40%, the accumulated income exceeded 60 million yuan, and the profit exceeded XX million yuan. Among them, more than 90% of the contribution comes from "China Xia Rui".
5. The basis for achieving the above objectives is:
a. Beyond the core competitiveness of peers - database marketing, 50,000 VIP readers database has been established in Nanjing: including doctors, lawyers, teachers, civil servants, private entrepreneurs, and high-level white-collar workers in state-owned enterprises.
b. Familiar with the Yangtze River Delta region with the highest density of domestic cities and the most concentrated middle and high-end strata, occupying the right place and the right place;
c. The management team has a small media marketing experience from the front line of the market.
The strategy to achieve the above goals is:
a. Channel differentiation. It is fully different from the communication channels of the most powerful city newspapers, satellite TV channels and outdoor media in the current market; thus, the differences in target audience and communication effects are formed.
b. The second line surrounds the line. Beijing, Shanghai, Guangzhou, Shenzhen and other domestic first-tier cities have entered the era of “intensive farming”, the dm market is close to saturation, foreign media giants have begun to land; and in the eastern coastal economically developed cities, the capitals of the provinces and other second-tier cities, advertising The market's target customer segmentation has just formed a trend, and there are large gaps in the dm market. The central cities of the Yangtze River Delta such as Nanjing, Hangzhou, Suzhou, and Ningbo are typical. Taking the second-tier central city as the core market, it avoids the “capital war” of the first-tier cities, and is easy to form the relative monopoly advantage of the region, greatly improving the investment efficiency. Once the time is right, you can penetrate the first-tier cities in a mature mode and complete the national layout, becoming the leader in the Chinese small-scale print media market.
6. Status quo of dm magazine competition in the Yangtze River Delta region:
The better economic foundation of the Yangtze River Delta region and the accelerated opening up to the outside world have stimulated the development and growth of new media targeting the target audience. Dm magazine, which is characterized by “minority”, is one of the most active. Since XX, the dm magazine industry in the Yangtze River Delta region has begun to show diversification, and the content, design and printing standards have increased rapidly. The comprehensive quality has been chasing traditional magazines, and profitability has also entered a rising channel.
§ Nanjing, as of February XX, there are about 30 kinds of publicly released dm magazines, of which about 10 have a certain circulation rate and influence.
Map City Guide: Probably one of the oldest dm magazines in Nanjing. Originally positioned as a bilingual manual for living information for Ning foreigners and their social circles. In the past two or three years, it has gradually transformed into a “Nanjing City Small Capital Living Guide”, and Chinese readers are far more redundant than foreign readers.
The advertising revenue per period is about 150,000 yuan, and the average advertising revenue per page is about 1-2 million yuan. The profit rate is about 10-20%. The level of revenue in previous years has been maintained since XX.
There are reader clubs with about 100 members and some foreigners. The place of issuance is mainly high-star hotels, food and leisure places in the city. The number of direct mail readers is unknown, estimated to be only a few hundred.
"Life paper life information": The founding time is also longer, it has been more than 5 years. The investor is a well-known entertainment holding company in Nanjing, and its famous bar “Gone with the Wind” is quite influential in Nanjing. Chinese and English bilingual, positioning and "map" similar, but the main customer group is still local white-collar workers under 30 years old.
At one time, the advertising revenue per period was more than 200,000 yuan, and the average advertising revenue per page was about 20,000-30,000 yuan. Before XX, the profit rate was relatively high. After the second half of XX, there was a downward trend. The advertising volume was only about 100,000 yuan.
There are direct mail readers, estimated to be hundreds. It is mainly placed in teahouses, cafes, food and leisure venues.
"Jinling Property Market": Founded for about 4 years, the company provides professional information and opinions on real estate, home and decoration. Due to the popularity of the Nanjing property market in XX, the advertising revenue in the past two years has risen sharply. The highest peak can reach 300,000 yuan per period. At present, each period can reach about 150,000 yuan, and the profit rate is higher, but it was regulated by the state last year. The impact of the advertising camp has shrunk since the end of last year.
The number of direct mail readers is estimated to be no more than 1,000.
Last year, we began to build series of publications, such as "Jinling Home" and "top Gold Card Life". The latter is also issued to other cities in the Yangtze River Delta, but the positioning is not accurate and the influence is limited.
"MRT Time": The only dm magazine allowed in the Nanjing MRT station, monthly magazine. Co-organized by Nanjing MRT Industrial Co., Ltd. and a private enterprise. In the autumn of XX, Nanjing MRT was launched on the occasion of its opening. The advertising revenue was unstable, and the previous period of XX was about 4-5 million yuan/period. Basically no direct mail readers.
other:
There are mainly "cross-border cross over", "biweekly", "great wall great city card vip customer special issue", "Oriental Buying the King", and so on. Most of them have more than one support organization that provides funds or resources, and the market-oriented power is weak, but some of the dm magazine readers have a complete database. Like "great wall" and "cross-border", the number of readers of direct mail should be 1-2 million and 5,000 respectively; the corresponding income is more than 100,000 and 50,000-60,000 yuan respectively.
However, most of them are limited to mailing magazines or business letters based on the database, and they are not aware of the in-depth development of the database, and they have not established a viable database marketing model to fully exploit their added value.
§ Sunan Suzhou: There are about 10 kinds of dm magazines. The special issue of customers of traditional giant companies such as mobile, telecommunications and postal services still has an advantage. In recent years, real estate, food, and automotive dm magazines have begun to accelerate, but most of them are only one of the media platforms for hosting advertising companies, and they are not focused enough. There is still a big gap between quality and traditional magazines.
The database direct mail reader group, a large enterprise customer special issue has a part, but there is basically no development database marketing,
Taiwanese businessmen gathered in Suzhou and have strong consumption power. They are the main customers of the local dm magazine in the future.
Wuxi: Basically with Suzhou. Due to the concentration of Japanese-funded enterprises, the marketing of dm magazine database for Japanese nationals should have a large market.
Other cities: Changzhou, Yangzhou dm magazine has a certain number, but the competitiveness is weak, and the database marketing awareness is not strong.
§ There are a large number of Hangzhou, and quite a number of them are founded by Shanghai advertising and media organizations. Tourism, leisure, and real estate dm magazines are very concentrated. There is still a gap between quality and similar magazines in Shanghai, which is basically the same as Nanjing.
The development level of direct mail database is equivalent to that of Su and Xi. Due to the rapid development of local traditional media in the past two years, dm magazine is still on the edge of survival, and there is no magazine developed specifically for database marketing.
§ Great business opportunities: the database marketing market supply is close to blank. The development of dm magazine industry in the Yangtze River Delta region is not long, but the starting point is not low. Some aspects have reached the peer level of Beijing, Shanghai and Guangzhou. However, the construction of the direct mail database is still in the "childhood period", and the marketing of the database is basically a virgin land, including the "China's new cutting", only a few pioneers.
Comparing the total amount of gdp, population quality and consumption level in the region, the marketing development of the database of “segment target group” has actually been greatly delayed. In the future, the market demand is huge, and the actual supply capacity is seriously insufficient. This is where the business opportunity lies.
7, "Huaxia Xinrui Nanjing Journal" XX years of main financial data:
The income is 1.05 million yuan, including 820,000 advertising revenue;
The expenditure was 1.55 million yuan, of which the printing cost was 1.05 million; the net investment was 500,000 yuan.
8. Financing demand: about RMB 17 million.
a. The total value of the shares is 30 million yuan.
b. The proportion of shares to be transferred: 55%, and the financing amount is 16.5 million yuan. among them,
Institutional investors, no more than 44%, financing amount of 13.2 million yuan.
Strategic individual investors, 11%, financing 3.3 million yuan.
c. Proportion of the startup team: 45%, valued at 13.5 million yuan. Since its inception, the startup team has invested in the principal and its value-added components.
Use of funds:
a. Increase the core journal - the circulation of Nanjing Journal, and expand the database of high-quality people in the Yangtze River Delta region;
b. Increase the number of landmark cities in the Yangtze River Delta, including Yangzhou, Suzhou and Wuxi;
c. Improve the marketing model of high-quality crowd database;
d. Establish a brand new database media brand image in the city of publication - high-grade, targeted professional dm.
Direct mail readings, that is, free publications directly sent to readers, referred to as "dm"--direct mail in foreign countries. It has two essential differences from ordinary magazines: 1) It is not a news publication. It does not need to be approved by the press and publication department, but only by the Industry and Commerce Bureau, but it cannot be sold. 2) It is usually sent directly to the readers. There are few intermediate links in the issuance. Compared with the magazine, its initial investment is small and the return on investment is faster.
Big 16 opened "Hua Xia Xin Rui" direct mail reading, profit channel in addition to advertising, but also database marketing.
1. At present, “China Xia Rui·Nanjing Magazine” has been officially produced by Zhanlu Media and belongs to the wholly-owned project of Zhanlu Media. Zhanlu Media is the abbreviation of Nanjing Zhanlu Cultural Communication Center. Nanjing Zhanlu Cultural Communication Center is headquartered in Nanjing. Management team core: general manager Wang Junfeng, design director Yuan Kang.
2. Zhanlu Media produced the “Hua Xia Xin Rui·Nanjing Magazine” in May XX, and has published 13 issues so far. Since the 10th issue, the current balance of payments has been basically achieved. In the increasingly competitive Nanjing dm market has established a firm foothold, is in the rapid growth period of upward transcendence.
The “China Huaxin” urban high-end crowd series dm, including various city magazines and community magazines, auto club journals, financial and medical institutions vip journals, etc., is the main profit platform of Zhanlu Media in the past three years. "Huaxia Xinrui·Nanjing" and the Yangzhou, Suzhou and Wuxi publications that will be financed in XX will first establish the leading position of the "Huaxia Xinrui" brand in the mid-to-high-end dm market in the Yangtze River Delta and explore the first barrel of gold.
3. The core competitiveness of Huaxia Xinrui lies in:
High quality crowd database marketing. And the two major features of this extension - niche, professional dm production; focus on contemporary Chinese urban culture and fashion.
Marketing for high-quality target population database is still blank in the Yangtze River Delta cities. From the experience of overseas markets, especially Hong Kong, Macao and Taiwan, the demand potential of this model is quite large. The Yangtze River Delta region is experiencing explosive growth, and the profit prospects are extremely impressive.
4. The ultimate development goal of Zhanlu Media is to target small media suppliers and operators in the middle and high-end sectors of Chinese cities. "China New Sharp" is the first small media to print.
Market Target: Zhanlu Media - Within three years, the market share of medium and high-end media in domestic cities is the first, at least 50%; the Yangtze River Delta market with Ningsuhang as the core accounts for more than 80%. "China's new cutting edge" - within three years, has become the largest non-profit media in China.
Financial target: Within three years of XX-2010, the annual growth rate of Zhanlu Media's revenue reached 40%, the accumulated income exceeded 60 million yuan, and the profit exceeded XX million yuan. Among them, more than 90% of the contribution comes from "China Xia Rui".
5. The basis for achieving the above objectives is:
a. Beyond the core competitiveness of peers - database marketing, 50,000 VIP readers database has been established in Nanjing: including doctors, lawyers, teachers, civil servants, private entrepreneurs, and high-level white-collar workers in state-owned enterprises.
b. Familiar with the Yangtze River Delta region with the highest density of domestic cities and the most concentrated middle and high-end strata, occupying the right place and the right place;
c. The management team has a small media marketing experience from the front line of the market.
The strategy to achieve the above goals is:
a. Channel differentiation. It is fully different from the communication channels of the most powerful city newspapers, satellite TV channels and outdoor media in the current market; thus, the differences in target audience and communication effects are formed.
b. The second line surrounds the line. Beijing, Shanghai, Guangzhou, Shenzhen and other domestic first-tier cities have entered the era of “intensive farming”, the dm market is close to saturation, foreign media giants have begun to land; and in the eastern coastal economically developed cities, the capitals of the provinces and other second-tier cities, advertising The market's target customer segmentation has just formed a trend, and there are large gaps in the dm market. The central cities of the Yangtze River Delta such as Nanjing, Hangzhou, Suzhou, and Ningbo are typical. Taking the second-tier central city as the core market, it avoids the “capital war” of the first-tier cities, and is easy to form the relative monopoly advantage of the region, greatly improving the investment efficiency. Once the time is right, you can penetrate the first-tier cities in a mature mode and complete the national layout, becoming the leader in the Chinese small-scale print media market.
6. Status quo of dm magazine competition in the Yangtze River Delta region:
The better economic foundation of the Yangtze River Delta region and the accelerated opening up to the outside world have stimulated the development and growth of new media targeting the target audience. Dm magazine, which is characterized by “minority”, is one of the most active. Since XX, the dm magazine industry in the Yangtze River Delta region has begun to show diversification, and the content, design and printing standards have increased rapidly. The comprehensive quality has been chasing traditional magazines, and profitability has also entered a rising channel.
§ Nanjing, as of February XX, there are about 30 kinds of publicly released dm magazines, of which about 10 have a certain circulation rate and influence.
Map City Guide: Probably one of the oldest dm magazines in Nanjing. Originally positioned as a bilingual manual for living information for Ning foreigners and their social circles. In the past two or three years, it has gradually transformed into a “Nanjing City Small Capital Living Guide”, and Chinese readers are far more redundant than foreign readers.
The advertising revenue per period is about 150,000 yuan, and the average advertising revenue per page is about 1-2 million yuan. The profit rate is about 10-20%. The level of revenue in previous years has been maintained since XX.
There are reader clubs with about 100 members and some foreigners. The place of issuance is mainly high-star hotels, food and leisure places in the city. The number of direct mail readers is unknown, estimated to be only a few hundred.
"Life paper life information": The founding time is also longer, it has been more than 5 years. The investor is a well-known entertainment holding company in Nanjing, and its famous bar “Gone with the Wind” is quite influential in Nanjing. Chinese and English bilingual, positioning and "map" similar, but the main customer group is still local white-collar workers under 30 years old.
At one time, the advertising revenue per period was more than 200,000 yuan, and the average advertising revenue per page was about 20,000-30,000 yuan. Before XX, the profit rate was relatively high. After the second half of XX, there was a downward trend. The advertising volume was only about 100,000 yuan.
There are direct mail readers, estimated to be hundreds. It is mainly placed in teahouses, cafes, food and leisure venues.
"Jinling Property Market": Founded for about 4 years, the company provides professional information and opinions on real estate, home and decoration. Due to the popularity of the Nanjing property market in XX, the advertising revenue in the past two years has risen sharply. The highest peak can reach 300,000 yuan per period. At present, each period can reach about 150,000 yuan, and the profit rate is higher, but it was regulated by the state last year. The impact of the advertising camp has shrunk since the end of last year.
The number of direct mail readers is estimated to be no more than 1,000.
Last year, we began to build series of publications, such as "Jinling Home" and "top Gold Card Life". The latter is also issued to other cities in the Yangtze River Delta, but the positioning is not accurate and the influence is limited.
"MRT Time": The only dm magazine allowed in the Nanjing MRT station, monthly magazine. Co-organized by Nanjing MRT Industrial Co., Ltd. and a private enterprise. In the autumn of XX, Nanjing MRT was launched on the occasion of its opening. The advertising revenue was unstable, and the previous period of XX was about 4-5 million yuan/period. Basically no direct mail readers.
other:
There are mainly "cross-border cross over", "biweekly", "great wall great city card vip customer special issue", "Oriental Buying the King", and so on. Most of them have more than one support organization that provides funds or resources, and the market-oriented power is weak, but some of the dm magazine readers have a complete database. Like "great wall" and "cross-border", the number of readers of direct mail should be 1-2 million and 5,000 respectively; the corresponding income is more than 100,000 and 50,000-60,000 yuan respectively.
However, most of them are limited to mailing magazines or business letters based on the database, and they are not aware of the in-depth development of the database, and they have not established a viable database marketing model to fully exploit their added value.
§ Sunan Suzhou: There are about 10 kinds of dm magazines. The special issue of customers of traditional giant companies such as mobile, telecommunications and postal services still has an advantage. In recent years, real estate, food, and automotive dm magazines have begun to accelerate, but most of them are only one of the media platforms for hosting advertising companies, and they are not focused enough. There is still a big gap between quality and traditional magazines.
The database direct mail reader group, a large enterprise customer special issue has a part, but there is basically no development database marketing,
Taiwanese businessmen gathered in Suzhou and have strong consumption power. They are the main customers of the local dm magazine in the future.
Wuxi: Basically with Suzhou. Due to the concentration of Japanese-funded enterprises, the marketing of dm magazine database for Japanese nationals should have a large market.
Other cities: Changzhou, Yangzhou dm magazine has a certain number, but the competitiveness is weak, and the database marketing awareness is not strong.
§ There are a large number of Hangzhou, and quite a number of them are founded by Shanghai advertising and media organizations. Tourism, leisure, and real estate dm magazines are very concentrated. There is still a gap between quality and similar magazines in Shanghai, which is basically the same as Nanjing.
The development level of direct mail database is equivalent to that of Su and Xi. Due to the rapid development of local traditional media in the past two years, dm magazine is still on the edge of survival, and there is no magazine developed specifically for database marketing.
§ Great business opportunities: the database marketing market supply is close to blank. The development of dm magazine industry in the Yangtze River Delta region is not long, but the starting point is not low. Some aspects have reached the peer level of Beijing, Shanghai and Guangzhou. However, the construction of the direct mail database is still in the "childhood period", and the marketing of the database is basically a virgin land, including the "China's new cutting", only a few pioneers.
Comparing the total amount of gdp, population quality and consumption level in the region, the marketing development of the database of “segment target group” has actually been greatly delayed. In the future, the market demand is huge, and the actual supply capacity is seriously insufficient. This is where the business opportunity lies.
7, "Huaxia Xinrui Nanjing Journal" XX years of main financial data:
The income is 1.05 million yuan, including 820,000 advertising revenue;
The expenditure was 1.55 million yuan, of which the printing cost was 1.05 million; the net investment was 500,000 yuan.
8. Financing demand: about RMB 17 million.
a. The total value of the shares is 30 million yuan.
b. The proportion of shares to be transferred: 55%, and the financing amount is 16.5 million yuan. among them,
Institutional investors, no more than 44%, financing amount of 13.2 million yuan.
Strategic individual investors, 11%, financing 3.3 million yuan.
c. Proportion of the startup team: 45%, valued at 13.5 million yuan. Since its inception, the startup team has invested in the principal and its value-added components.
Use of funds:
a. Increase the core journal - the circulation of Nanjing Journal, and expand the database of high-quality people in the Yangtze River Delta region;
b. Increase the number of landmark cities in the Yangtze River Delta, including Yangzhou, Suzhou and Wuxi;
c. Improve the marketing model of high-quality crowd database;
d. Establish a brand new database media brand image in the city of publication - high-grade, targeted professional dm.
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