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?