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PUB375 business plan

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by

Wendy Wen

on 21 November 2014

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Transcript of PUB375 business plan

Editorial Mission
Departments
Circulation Strategy
by
Karen, Stephanie, Marie, Irene, Hazel, Wendy

PUB375 Business Plan Presentation

Name
Purpose
Mission Statement
Niche
KawaEat
Kawaii ("cute, loveable"
from Japanese) + Eat
Service
Bringing cute fusion eats to Vancouver streets
Japanese-fusion foods in Western society.
Brings the adorable style of Asian cute eat culture to Canada.
The recipes in
KawaEat
are intended to bring this style of cooking to Vancouver homes.
The overall content of the magazine promotes this cute eat lifestyle; as well as encourages a more active social involvement with other cute eat enthusiasts.
Features
Digital Concept
Warm Drinks
Winter Wonderland
Christmas Cookies
Cutesy Comforts
Hunches for Lunches
Staff
Publisher
Editor
Advertising Director
Art Director
Circulator
Digital Director
Wendy
Marie
Stephanie
Irene
Hazel
Karen
Recipes
Reviews of Cafes/Restaurants
Cooking Accessories
Cooking Methods
Reviews
Home:
The main page of the app will showcase trending recipes and articles.
Recipes:
Recipes from the magazine issues will be posted here in reverse chronological order so users can see the newest KawaEat has to offer!
Magazine Features:
Each feature article of the magazine will be posted to the website along with added links to specific how-to videos related to this recipe.
Subscribe:
Information on subscription packages and an easy online subscription process.
App
http://p3vqkn.axshare.com/home.html
A quickly and efficiently access
KawaEat
’s recipes and more
Retains
KawaEat
’s symbolic pastel colouring and adorable little mascots
allowing readers on the go to enjoy the mobile functionality of the app without loosing
KawaEat
’s appealing image and voice
Subscribe button included for new subscribers and renewals.
Features
Marketing Strategy
Social Media
Print Market
Sampler Cards
:
KawaEat
distributes recipe cards that double as business cards and distributes them at relevant cafes. One side of the card is a subscription card for the magazine and the other side functions as a recipe card with a simple example recipe.

Online Marketing
Free Digital Sampler:
By signing onto
KawaEat
’s email list, readers will be given a free digital sampler of the current issue of the magazine.




Social Media Platforms:
KawaEat
advertises its magazine across a variety of social media platforms. These will be accessible on the webpage and can be followed for more information about recipes, techniques, and trending posts.
Others
Trade Shows

Night Market

Kawa - Meet

Youtube Special

RecipeBox

Goals
Financial Plan
Advertising Sales Strategy
Audience Research
Webpage
Target Audience
Demographic
Gender
: Female
background
: Majority is of Asian heritage
Age
: 21-30's
Education
: Completed post-secondary education
Location
: Canada, mainly Vancouver
Income Level
: Member of the middle class
Psychographic
Interests
: cooking, food, reading, community events, travel and
exploration
Personality
: Active in social media channels, social and outgoing,
adventurous, willing to spend money on their hobbies
and passions
Competitors
's closest competitor
an 32-pages, bi-monthly service English language magazine with similar target audience to
Readership: 65,000
Circulation: 20,000 copies
Print form only, which has an mobile availability advantages
Free and the subscription price is $30/6 issues
Canada's largest subscribed food and drink magazine
Target audience are not restricted by genders, more professional and mature, not restricted in gender comparing to
Circulation: 33,209 copies
Loyalty leadership, which can be imitated
should focus on targeting international audience to strengthen competitiveness
Service magazine that focuses on providing recipes for French food
Published bi-monthly in French language and is Quebec-based
targets a greater demographic provide more information about hte cute eat culture and lifestyle
# of New Order
# of Circulation/Renewal Order
# of Subscription
Year 1
Year 2
Year 3
277
577
1102
0
180
492
277
757
1594
Newsstand
Subscription Opportunities
Online
:
website
Online promotion ads
app feature
Other
:
Trade show kiosk
Phone call
Direct email

Government Fundings

In-Kind Revenues
CPM
$400 ÷ 2800/1000 = $143
Ad-edit Ratio
20:80
Potential Advertisers
Supermarkets
Dessert Establishments
Restaurants
Visual Concept
NamePlate
&
Cover
Design
Flatplan
Rate Card
Full transcript