Playboy - New Revenue Streams

WHU Part-Time MBA Class of 2016

WHUMBA
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Playboy - New Revenue Streams

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WHU Part-Time MBA Class of 2016
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  1. Slide 1

    • Part-Time MBA 2016 - Group 6
    • José Luis Beltrán ♂ Maria Burian ♀ Dana Glöß ♀ Björn Machalett ♂ Jörgen Te Selle ♂
    • TESTING CLIPBOARD ACCESS
  2. Job Description

    Slide 2 - Job Description

    • Sales Share (Print)
    • Sales Share (Digital)
    • The Media consumption is changing dramatically. The pressure on sales and revenues is increasing. But the shares of the traditional media business are still predominant.
    • Challenge
    • Identify new revenue streams for PLAYBOY in DACH region. Consider the chances in the print and/or digital sector. Find ideas beyond the traditional revenue streams. Provide a basic concept together with a first draft of a business-plan.
    • Assignment
  3. Value Generation

    Slide 3 - Value Generation

    • John
    • Charlie
    • Alan
    • Mr. X
    • Advertiser
    • Before
    • Age: 25-30 & loves internet
    • Young & high potential
    • Buys Playboy branded products (perfums, T-Shirts..)
    • Knows there is a magazine, but never bought it
    • In depth understanding of core values is missing
    • Before
    • Age: 35-55
    • Has everything he wants
    • Upcoming birthday, anniversary, promotion
    • Many friends
    • Live the lifestyle Playboy promotes
    • Before
    • Age: 35-55, possibly divorced
    • Likes style of Leonardo di Caprio, Armin Rohde
    • Low self esteem & confidence
    • Has no idea how to style but is open for new things
    • Has money, but can‘t prioritize
    • Before
    • Reads magazine at his friends flat
    • Reads inflight copies
    • Never bought the magazine
    • Complete stranger to Playboy
    • Before
    • Wants to sell high quality products
    • Dissatisfied with google & random poster ads
    • Qualified leads are valuable
    • Wants to be known in specific segment
    • Wants to advertise exclusively to people that can buy
    • Prerequistes
    • Reduce
    • anoymous
    • customers
    • Business Models
    • Individualized
    • print
    • Lifestyle
    • consulting
    • Enrich
    • content
    • Individualized
    • digital
    • content
    • Create
    • profiles
    • and match profiles to conten
    • t
  4. Reduce Anonymous Customers

    Slide 4 - Reduce Anonymous Customers

    • ca. 50.000 Known Buyer (Digitally Unknown)
    • ca. 5.0 Mio Unknown Reader / Skimmer
    • Make anonymous readers and buyers of products involved and known customers of Playboy
    • Buyer of Playboy licensed products may not
    • understand Playboy‘s core values
    • ca. 90.000 Unknown Newsstand Buyer
    • ca. 0.51 Mio Unique Online Users
  5. BlogTyrant.com 2014 – My 5 Step Process to Profitable Blogging

    Slide 5 - BlogTyrant.com 2014 – My 5 Step Process to Profitable Blogging

    • READER
    • ON-Site Content
    • OFF-Site Advertising
    • Free Give Away
    • Individualized/Premium Content
    • Product/Advertisement
    • SUBSCRIBER
    • BUYER
    • OFF-Site Content
    • Playboy Value
    • Reduce Anonymous Customers
  6. Reduce Anonymous Customers

    Slide 6 - Reduce Anonymous Customers

    • Playboy-Value: Formerly unknown consumers are on Playboy page
    • Print
    • Integrate QR-Code in each article / pictorial
    • Forward user to playboy page with
    • Additional stories
    • Additional pictures
    • Videos
    • User Value
    • Customer: More content for same price
    • Reader / Skimmer: More content for free
    • Licensed Products
    • Print QR-code on each licensed product
    • Forward user to shared webpage with
    • Ad from producer of article
    • Link to Playboy page
    • Bonuses, free magazine copies
    • Customer Value
    • Customer: Additional services
    • Producer: Additional advertising
  7. Content Enrichment & Profiling

    Slide 7 - Content Enrichment & Profiling

    • Requirements
    • Content management system supporting metatagging of assets
    • Metatagging of assets
    • Web Intelligence system
    • CRM system with marketing automation capabilities
    • Content Enrichment with Metadata
    • Articles
    • Photosets
    • Advertisements
    • Customer Intelligence
    • Customer Relationship Management System
    • Web Intelligence
    • Each click contributes to solidify user profile
    • Playboy.de (free) / Der Berater / Just4men
    • Playboy.de (Pay) / Playboy Plus
  8. Reader / Subscriber

    Slide 8 - Reader / Subscriber

    • Product Value
    • Prod. Category
    • Placement
    • Size
    • Target segment
    • Age / Occupation / Hobbies / Style / Earnings
    • Facts: Name/ Nationality/ Age/ Occupation
    • Earnings (estimation)
    • Female preferences (Ethncity/ Size/ Hair)
    • Hobbies (What kind of playboy can you be?)
    • Style Preferences (Rocker / Hipster / Formal)
    • Brand Preferences (Auto/ Clothing/ Acces.)
    • Culinary Preferences
    • Advertisement
    • Content Enrichment & Profiling
    • Article
    • Facts (Model)
    • Dimensions / Hair color / Nationality / BDay / Occupation / Preference
    • Photoshoot
    • Theme / Location (coordinates) / Hotel /
    • Category
    • Product Review/ Interview/ Fashion/ Lifestyle/ Sport/ Hobby
    • Feature (detailed)
    • Products/ Brands/ Interviewee
    • Pictureset
    • Pictureset
    • Advertisement
    • Article
    • Reader
  9. Individualized Digital Content

    Slide 9 - Individualized Digital Content

    • Value Generation
    • 1 on 1 marketing, according to personal preferences combined with delivery on demand (own content, third party products & services and advertisements)
    • Customer
    • Has money but wants to pay only for preferences (less is more)
    • Wants to read interesting quality articles
    • Wants to see interesting high quality videos / pictures
    • Wants to talk (blog) about the subjects with the authors / photographers / models (so called IDEAS LAB)
    • Advertisers/Marketeers
    • Able to place tailored ads
    • Has access to specific customers and information on x-selling
    • Receives qualified leads
    • Strong partner relationship
    • Wants to be actively involved in choosing the articles (tailored)
    • Output
    • Revenue: Pay per membership
    • Revenue: Pay flexible (tailored packages)
    • Revenue: Optional ad free membership
    • Value: Qualified leads commercial partners
    • New market knowledge via the IDEAS LAB
    • Costs
    • The platform
    • ICT employees
    • Copywrite expenses
    • Revenue
    • Different membership
    • Advertisement revenues
    • Sell segmented reports to consultants about what is hot!
    • Advertisers / Marketeers
    • Content Management (articles vs pictures)
    • Value added
    • Segmented profiles & target groups
  10. Customers

    Slide 10 - Customers

    • Friends, wives, husbands, colleagues of guys that have everything
    • People that want to give individualized, high quality, long lasting, represenative and a bit ironic presents
    • Product
    • Book/Magazine composed of customer selected aritcles, pictures, intervies, jokes
    • High quality paper, high quality print, hardcover
    • Reprint of a magazine of a certain month
    • Value for Customer
    • Direct customer
    • Personal present but with a high quality and branded approach
    • Indirect customer
    • Receives a present made with personal touch, not just a anonymous special edition
    • Representative, high quality product
    • Costs
    • Production Cost (Printing)
    • Datastorage
    • Book creation Software
    • Revenue
    • Price per book:
    • €35-50
    • Price per magazine:
    • €10-15
    • Price per reprint:
    • €10
    • Charlies Cars
    • C‘s Birthday
    • The Playbook
    • How to
    • get
    • the girls
    • Be a Playboy editor
    • Individualized Print
  11. Lifestyle Consulting

    Slide 11 - Lifestyle Consulting

    • Hands on advisory to make playboy lifestyle a reality
    • Style
    • Relationships
    • Beverage / Food
    • Travel
    • Tech / Auto
    • Nightlife
    • Customer
    • Requests appointment or on demand
    • Has $$ and wants to be cool
    • Wants to change style
    • Wants to learn how to be a player
    • Wants to learn where the best nighlife is
    • Consultants
    • Playboy lifestyle expert (knows all about playboy)
    • Understands the content by collaborating with editors
    • Knows the customer well (via user profile)
    • Output
    • Revenue: Pay per session
    • Revenue: X-Sell of licensed playboy product
    • Revenue: X-Sell of Playboy content
    • Revenue: Qualified leads commercial partners
    • Costs
    • Labor: Consultants
    • Revenue
    • Consulting Session
    • On demand: +20€
    • + sales
    • Lead Generation % sales
  12. Value Generation

    Slide 12 - Value Generation

    • John
    • Charlie
    • Alan
    • Mr. X
    • Advertiser
    • After
    • Knows the core values and content of magazine
    • Identifies with Playboy brand and decides to live the lifestyle
    • Valuable & loyal customer
    • After
    • Received a birthday present he identifies with
    • He loves his friends even more
    • Decides to collect Playboy magazines
    • After
    • Is now dressed well
    • Has an Omega watch and drives a Porsche
    • Knows how to seduce
    • Enjoys his weekly consulting sessions
    • After
    • Receives personalized digital content and offers
    • He has access to the content without buying the magazine
    • Not unknown to Playboy
    • Wants consulting sessions
    • After
    • Able to place tailored ads
    • Has access to specific customers and information on x-selling
    • Receives qualified leads
    • Strong partner relationship
    • Before
    • Age: 25-30 & loves internet
    • Young & high potential
    • Buys Playboy branded products (perfums, T-Shirts..)
    • Knows there is a magazine, but never bought it
    • In depth understanding of core values is missing
    • Before
    • Age: 35-55
    • Has everything he wants
    • Upcoming birthday, anniversary, promotion
    • Many friends
    • Live the lifestyle Playboy promotes
    • Before
    • Age: 35-55, possibly divorced
    • Likes style of Leonardo di Caprio, Armin Rohde
    • Low self esteem & confidence
    • Has no idea how to style but is open for new things
    • Has money, but can‘t prioritize
    • Before
    • Reads magazine at his friends flat
    • Reads inflight copies
    • Never bought the magazine
    • Unknown to Playboy
    • Before
    • Wants to sell high quality products
    • Dissatisfied with google & random poster ads
    • Qualified leads are valuable
    • Wants to be known in specific segment
    • Wants to advertise exclusively to people that can buy
  13. Key Partners

    Slide 13 - Key Partners

    • Key Activities
    • Value Propositions
    • Customer Relationships
    • Customer Segments
    • Key Resources
    • Channels
    • Cost Structure
    • Revenue Streams
    • Individualized Digital Content
    • Platform provider
    • Service provisioning
    • Content Creation
    • Articles
    • Pictures
    • Movies
    • Content Creators
    • (writers & viedeo/pictures)
    • Digital Content
    • Articles
    • Pictures
    • Movies
    • Free basic account
    • Premium content services
    • Website
    • Advertisers & Marketers
    • Online readers
    • Free
    • Ad Revenues
    • Individual pricing
    • Data center costs
    • Marketing & Sales
    • General & Adminisitrative
    • Development Advertisers
    • Marketing Pf.
    • Advertorials
    • Exclusive online shop
    • Authors/ readers community
  14. Key Partners

    Slide 14 - Key Partners

    • Key Activities
    • Value Propositions
    • Customer Relationships
    • Customer Segments
    • Key Resources
    • Channels
    • Cost Structure
    • Revenue Streams
    • Individualized Print
    • Photographer
    • Editors
    • Generate Content
    • Set-up platform for creation of customized prints
    • Platform promotion
    • Print capacity
    • Customer- direct
    • Value of individually creating a high quality present or
    • give away for good friends customers, colleagues
    • One-time online shop buyer
    • Regular registered buyer
    • Online shop
    • Playboy on/off-line readers
    • Bonus:
    • Advertisers & Marketers
    • Buyer of playboy-branded products
    • Pay per book/magazine
    • Data center costs
    • Marketing & Sales
    • General & Adminsitrative
    • Data storage
    • Bonus: advertisers
    • Online platform
    • Customers-indirect
    • Value of receiving an individualized, present that shows that friends/customers /colleagues care
    • Playboy
    • Reselling of existing content
    • Exposure to potential new buyers that receive the present
    • Printshops
  15. Key Partners

    Slide 15 - Key Partners

    • Key Activities
    • Value Propositions
    • Customer Relationships
    • Customer Segments
    • Key Resources
    • Channels
    • Cost Structure
    • Revenue Streams
    • Lifestyle Consulting
    • Commercial partners / advertisers
    • Video chat with customer
    • Telephone conversations
    • X-Selling and lead generation
    • Customer Profile
    • Instill the brand philosphy on customer base
    • Higher intimacy with customer
    • Leveraging profiles to obain a larger share of customer‘s wallet
    • Online & Digital
    • Readers (Digital & Print)
    • Subscribers (Digital& Print)
    • Pay per session
    • Advertisers: Lead generation
    • X-Selling of content or license products
    • IT Systems
    • Labor
    • Lead generation, more advertising and commercial value with partner brands