7 steps to entrepreneurial success
Post on 10-Oct-2014
221 Views
Preview:
DESCRIPTION
TRANSCRIPT
7 Steps to SuccessEntrepreneurial Journalism
by Jeremy Caplan
These Slides:bit.ly/ej7success
Notes & Resources:bit.ly/ejsteps
7 Steps to SuccessSuccess in ActionLessons Learned
The Agenda
7 Steps to Success
Success in ActionLessons Learned
The Agenda
7 Steps to SuccessSuccess in Action
Lessons Learned
The Agenda
7 Steps to SuccessSuccess in ActionLessons Learned
Then... Questions & Discussion
The Agenda
Director of Education, Tow-Knight Center for Entrepreneurial Journalism at the City University of New York Graduate School of Journalism
Ford Foundation Fellow at the Poynter Institute
Time Magazine Reporter
Brief Personal Intro
@ The CUNY Graduate School of JournalismThe Tow-Knight Center for Entrepreneurial Journalism
Get Involved/More Info: bit.ly/entrepjournoInaugural Program 2011
First: 3 Reasons for Optimism
Revenue Pioneers Startup ExplosionIntrapreneurship
The Good News
Revenue Pioneers
Startup ExplosionIntrapreneurship
The Good News
Revenue Pioneers Startup Explosion
Intrapreneurship
The Good News
Introducing the 7 StepsA Framework for Entrepreneurial Journalism Success
Understanding the MarketMarket Research
1.
Assessing What’s Out ThereCompetitive Analysis
2.
Developing Your SubstanceContent & Structure Development
3.
Building Your CommunityOutreach and Marketing
4.
Cultivating SustainabilityLaying the Groundwork for Revenue
5.
Leading on the PathManaging and Partnering
6.
Adjusting on the WayMeasuring, Pivoting and Refining
7.
Understanding the MarketMarket Research
1.
QuantitativeQualitative
1.
QuantitativeSize of the audienceCustomer spending patternsTime spent on news sitesPenetration of smartphones
1.
QualitativeAttitudes toward media outlets? What (news) qualities are valued?
What searches are popular?What frustrates locals most?
1.
Approaches to ResearchFree tools (Ad Planner, Adwords)Quantitative databases Free survey resources (GForms)Small focus groups/observations
1.
Research ObjectivesUnderstand your communityIdentify opportunitiesOvercome assumptionsTest ideas
1.
Implementing FindingsClarify challenges and opportunitiesAdjust project objectivesUpdate features and contentFollow-up with survey subjects
1.
Assessing What’s Out ThereCompetitive Analysis
2.
What’s Working Already?Where Are the Gaps?
2.
What’s the current alternative to your project?
2.
What do people like most about it?
2.
What do people like least about it?
2.
Why haven’t others tried to do what you are trying?
2.
Or if they have... why have they failed?
2.
What characteristic would most distinguish your project from others?
2.
If you were to fail, what would be the most likely
explanation?
2.
Developing Your SubstanceContent & Structure Development
3.
Creating Quality ContentWireframing
3.
PlanningSketching on paperTesting out design ideasLow-cost brainstorming
3.
Benefits of WireframingGet a useful reality checkDiscover missing infoAvoid late surprises
3.
ToolsOmnigraffleKeynotopia
3.
Wireframing Resourcesbit.ly/wireframing_introbit.ly/wireframetips
3.
Content PlanningArgo Project30-day pre-launch planLaying the groundworkBlog your progress
3.
2 Argo Project Resources:1) docs.argoproject.org/starter-guide
2) Video: http://bit.ly/q80Nyn
3.
What’s Quality?What’s Not Quality...
3.
Starting the JourneyDesign Takes Time
3.
Building Your CommunityOutreach and Marketing
4.
Audience OutreachListening and Connecting
4.
Community EventsOpen HousesWine & CheeseLectures and DiscussionsCharitable Projects
4.
Key ToolsFacebookTwitter (Hootsuite)LinkedInYouTube
4.
Examples of Effective Outreach:
Social Media Case Studiesbit.ly/smcasestudies
4.
How to Arm Your Dashboard• Your Main Twitter Stream, Direct Messages & Mentions
• 3 Search Terms (You, Your Organization, Your Topic)
• Events, Issues and Groups
• 3 Lists (Key Experts, Key Competitors, Quality Curators)
2 Ways to Use Social Media to Listen & Assess
• Take the pulse of your community on issues that you’re researching or reporting on.
• Monitor how you’re doing, what are people saying about your ideas and your brand.
2 More Ways to Use Social Media to Listen & Assess
• Keep an eye out for trends, community concerns and questions.
• Share news, tips, information, resources, images, links and other material that helps strengthen the connection between you and your community
Cultivating SustainabilityLaying the Groundwork for Revenue
5.
Researching the RevenuePlanning the Budget
5.
Crunching NumbersSpreadsheets:
newsinnovation.com/models
5.
Crunching NumbersSpreadsheets:
newsinnovation.com/modelsLive Version: bit.ly/ejsheet
5.
Crunching NumbersSpreadsheets:
5.
Estimating BudgetsSpreadsheets:
Content Budget Calculator (link is an Excel spreadsheet)
http://bit.ly/contentcalculator
5.
Leading on the PathManaging and Partnering
6.
Assessing Your SkillsBuilding Your TeamDeveloping Partnerships
6.
Assessing Your SkillsWhat are you best at?Where are you weakest?What can/can’t you learn?
6.
Building Your TeamWho do you need most?What will draw them in?How will you pitch them?
6.
Developing PartnershipsWho can fill your gaps?Who has power/wealth?What do they want/need?
6.
Adjusting on the WayMeasuring, Pivoting and Refining
7.
Learning and PivotingMeasuring and Adapting
7.
Measure & AdjustWhat’s working/what’s not? Why?Select metrics that matter. Capitalize on successes, learn from failures. Rinse & repeat.
Key ToolsGoogle AnalyticsChartbeat/NewsbeatFacebook InsightsMailChimp Analytics
3.
“Don't get caught up in the numbers game. 100 relevant followers on Twitter is worth more than 1000 followers any day of the week.” - @bradjward
The Funnel
Funnel = A tool that lets you track a particular path, to see if you are successfully leading people to a particular action
Starting Point: Interested Community
Concluding Point: Action
Funnel UNICEF Example
Source: Analysis of UNICEF USA by Shabbir J. Imber Safdar
Example of Insight UNICEF Gained:
UNICEF Wednesday posts yield the highest clickthrough rates
Source: Analysis of UNICEF USA by Shabbir J. Imber Safdar
UNICEF Insight #2:UNICEF doesn’t benefit as much from click throughs after its 3rd
daily post
Funnel Benefits
✤ See where you are losing visitors
✤ See which methods of driving an action are most effective
✤ Make adjustments in your site to move toward your goals
The Benefits of Using Social Media Metrics
• Determine what works
• Spend time more efficiently
• Reach more people more effectively
Vizify.com
Vizify.com
Schmap.it
Bitly.com
Tweriod.com
TweetStats.com
Some Metrics to Measure:bit.ly/sm-analytics
7.
7 Steps Toward Entrepreneurial Journalism Success
Understanding the Market
Assessing What’s Out There
Developing Your Substance
Building Your Community
Cultivating Sustainability
Leading on the Path
Adjusting on the Way
1.
2.
3.
4.
5.
6.
7.
I. PreparationII. DevelopmentIII. Management
Success in Action
Ongoing Entrepreneurial Journalism Projects
Local Journalism Startups: http://www.blockbyblock.us
The News Frontier Database: http://www.cjr.org/the_news_frontier_database/
Nieman Lab’s “Encyclo” of Media Startups: http://www.niemanlab.org/encyclo/
Some Surprising Secrets to Success...
Success Requires...
...Real World Outreach
Success Requires...
...Real World Outreach...Multiple Revenue Streams
Success Requires...
...Real World Outreach...Multiple Revenue Streams
...Networks & Partnerships
Success Requires...
...Real World Outreach...Multiple Revenue Streams...Networks & Partnerships...Gradual Ramp-Up
Success Requires...
...Real World Outreach...Multiple Revenue Streams...Networks & Partnerships
...Gradual Ramp-Up...Periodic Pivots
Success Requires...
...Real World Outreach...Multiple Revenue Streams...Networks & Partnerships
...Gradual Ramp-Up...Periodic Pivots
...Reliable, Consistent Quality
Success Requires...
...Real World Outreach...Multiple Revenue Streams...Networks & Partnerships
...Gradual Ramp-Up...Periodic Pivots
...Reliable, Consistent Quality...Clarity of Design
Success Requires...
...Real World Outreach...Multiple Revenue Streams...Networks & Partnerships
...Gradual Ramp-Up...Periodic Pivots
...Reliable, Consistent Quality...Clarity of Design...Stellar Team
Success Requires...
...Real World Outreach...Multiple Revenue Streams...Networks & Partnerships
...Gradual Ramp-Up...Periodic Pivots
...Reliable, Consistent Quality...Clarity of Design
...Stellar Team...Effective Multimedia
Success Requires...
...Real World Outreach...Multiple Revenue Streams...Networks & Partnerships
...Gradual Ramp-Up...Periodic Pivots
...Reliable, Consistent Quality...Clarity of Design
...Stellar Team...Effective Multimedia
...Strong Sales
Beta Semester Spring 2011
The Tow-Knight Center for Entrepreneurial Journalism
The CUNY Graduate School of Journalism
Launching a Startup...
THE CUNY GRADUATE SCHOOL OF JOURNALISM NEW M.A. & CERTIFICATE PROGRAM ENTREPRENEURIAL JOURNALISM
4-MONTH PILOT PROGRAMOPEN TO HACKS AND
HACKERS ALIKE LAUNCHES IN FEBRUARY
FELLOWSHIPS & SCHOLARSHIPS AVAILABLE FOR TOP CANDIDATES
APPLY BY JAN. 21For more info e-mail Jeremy Caplan, Director of Education: jeremy.caplan@journalism.cuny.edu or
visit: http://bit.ly/entrepjourno
HACK THE FUTURE OF JOURNALISM
EducationResearchIncubation
3 Areas of Focus
ContentPlatformMobile
3 Types of Startups
Mid-Career JournalistsTop Grad Students
Techies/Bizzies
3 Types of Students
15 Weeks5 Courses3 Goals
Our Education Program
Successful StartupsJournalism LeadersUseful Experiments
Goals
Biz & CS ProgramsAccelerators
Non-Media Startups
Partnerships
Ethnic Media InitiativeSkills Courses
International Outreach
New Projects
Apprenticeship Program 2011
Tow-Knight Center for Entrepreneurial Journalism CUNY Graduate School of Journalism
Apprenticeship ProgramTow-Knight Center for Entrepreneurial Journalism
@ The CUNY Graduate School of Journalism
The Tow-Knight Center for Entrepreneurial Journalism
Efficient LearningFruitful Cross-Pollination
Brainpower Boosts
What Worked Well
Real World-ism HelpsPartnerships are Crucial
Prototypes Matter
What We Learned
Interested in learning more? The CUNY Tow-Knight
Entrepreneurial Journalism 2012 Program in New York City:
bit.ly/entrepjourno
More Info: bit.ly/entrepjourno
Contact Me: jeremy@jeremycaplan.com
Follow me on Twitter: @jeremycaplan
These Slides: bit.ly/ej7success
Notes: bit.ly/ejstepsSpreadsheets:
newsinnovation.com/models
top related