A strategy to boost your income by extending the textbook buying period

A strategy to boost your income by extending the textbook buying period

A quick introduction

• A company of ex agency and Marketing Trade Body heads.

A quick introduction

• A company of ex agency and Marketing Trade Body heads.

• Product developed to fast-track graduates in agencies and brand teams, and supply instant training for junior staff.

A quick introduction

• A company of ex agency and Marketing Trade Body heads.

• Product developed to fast-track graduates in agencies and brand teams, and supply instant training for junior staff.

• Our clients have asked us to get it into the Universities.

A quick introduction

• A company of ex agency and Marketing Trade Body heads.

• Product developed to fast-track graduates in agencies and brand teams, and supply instant training for junior staff.

• Our clients have asked us to get it into the Universities.

• Who now buy it as a practical application of their courses.

A quick introduction

• A company of ex agency and Marketing Trade Body heads.

• Product developed to fast-track graduates in agencies and brand teams, and supply instant training for junior staff.

• Our clients have asked us to get it into the Universities.

• Who now buy it as a practical application of their courses.

– A powerful teaching tool.

A quick introduction

• A company of ex agency and Marketing Trade Body heads.

• Product developed to fast-track graduates in agencies and brand teams, and supply instant training for junior staff.

• Our clients have asked us to get it into the Universities.

• Who now buy it as a practical application of their courses.

– A powerful teaching tool.

– A key resource for sandwich courses, placements, work experience – and for their graduate job seekers.

A quick introduction

• A company of ex agency and Marketing Trade Body heads.

• Product developed to fast-track graduates in agencies and brand teams, and supply instant training for junior staff.

• Our clients have asked us to get it into the Universities.

• Who now buy it as a practical application of their courses.

– A powerful teaching tool.

– A key resource for sandwich courses, placements, work experience – and for their graduate job seekers.

• Lecturer feedback asks for a combination of theory and practice. www.marketingmentor.com

Let’s have a look at the needs of the market

It’s seems clear what the market wants

It’s clear what the market wants

Students want:

It’s clear what the market wants

Students want:

• Affordable

It’s clear what the market wants

Students want:

• Affordable and printable

It’s clear what the market wants

Students want:

• Affordable and printable• Accessible

It’s clear what the market wants

Students want:

• Affordable and printable• Accessible (PC.

It’s clear what the market wants

Students want:

• Affordable and printable• Accessible (PC/e-paper devices).

It’s clear what the market wants

Students want:

• Affordable and printable• Accessible (PC/e-paper devices).

• Searchable

It’s clear what the market wants

Students want:

• Affordable and printable• Accessible (PC/e-paper devices).

• Searchable and interactive.

It’s clear what the market wants

Students want:

• Affordable and printable• Accessible (PC/e-paper devices).

• Searchable and interactive.• Simple,

It’s clear what the market wants

Students want:

• Affordable and printable• Accessible (PC/e-paper devices).

• Searchable and interactive.• Simple, readable,

It’s clear what the market wants

Students want:

• Affordable and printable• Accessible (PC/e-paper devices).

• Searchable and interactive.• Simple, readable, usable.

It’s clear what the market wants

Students want:

• Affordable and printable• Accessible (PC/e-paper devices).

• Searchable and interactive.• Simple, readable, usable.• Flexible views

It’s clear what the market wants

Students want:

• Affordable and printable• Accessible (PC/e-paper devices).

• Searchable and interactive.• Simple, readable, usable.• Flexible views/point size.

It’s clear what the market wants

Students want:

• Affordable and printable• Accessible (PC/e-paper devices).

• Searchable and interactive.• Simple, readable, usable.• Flexible views/point size.• The ability to personalise it:

It’s clear what the market wants

Students want:

• Affordable and printable• Accessible (PC/e-paper devices).

• Searchable and interactive.• Simple, readable, usable.• Flexible views/point size.• The ability to personalise it:

– With their own content

It’s clear what the market wants

Students want:

• Affordable and printable• Accessible (PC/e-paper devices).

• Searchable and interactive.• Simple, readable, usable.• Flexible views/point size.• The ability to personalise it:

– With their own content– With highlighters

It’s clear what the market wants

Students want:

• Affordable and printable• Accessible (PC/e-paper devices).

• Searchable and interactive.• Simple, readable, usable.• Flexible views/point size.• The ability to personalise it:

– With their own content– With highlighters– With an instant note-taker

It’s clear what the market wants

Students want:

• Affordable and printable• Accessible (PC/e-paper devices).

• Searchable and interactive.• Simple, readable, usable.• Flexible views/point size.• The ability to personalise it:

– With their own content– With highlighters– With an instant note-taker

• Include video

It’s clear what the market wants

Students want:

• Affordable and printable• Accessible (PC/e-paper devices).

• Searchable and interactive.• Simple, readable, usable.• Flexible views/point size.• The ability to personalise it:

– With their own content– With highlighters– With an instant note-taker

• Include video and podcasts.

It’s clear what the market wants

Students want:

• Affordable and printable• Accessible (PC/e-paper devices).

• Searchable and interactive.• Simple, readable, usable.• Flexible views/point size.• The ability to personalise it:

– With their own content– With highlighters– With an instant note-taker

• Include video and podcasts.• Page numbers.

It’s clear what the market wants

Students want:

• Affordable and printable• Accessible (PC/e-paper devices).

• Searchable and interactive.• Simple, readable, usable.• Flexible views/point size.• The ability to personalise it:

– With their own content– With highlighters– With an instant note-taker

• Include video and podcasts.• Page numbers.• Comprehensive dictionary.

It’s clear what the market wants

Students want:

• Affordable and printable• Accessible (PC/e-paper devices).

• Searchable and interactive.• Simple, readable, usable.• Flexible views/point size.• The ability to personalise it:

– With their own content– With highlighters– With an instant note-taker

• Include video and podcasts.• Page numbers.• Comprehensive dictionary.• Cross referenced content.

It’s clear what the market wants

Students want:

• Affordable and printable• Accessible (PC/e-paper devices).

• Searchable and interactive.• Simple, readable, usable.• Flexible views/point size.• The ability to personalise it:

– With their own content– With highlighters– With an instant note-taker

• Include video and podcasts.• Page numbers.• Comprehensive dictionary.• Cross referenced content.

Many don’t seem to want what is currently available:

It’s clear what the market wants

Students want:

• Affordable and printable• Accessible (PC/e-paper devices).

• Searchable and interactive.• Simple, readable, usable.• Flexible views/point size.• The ability to personalise it:

– With their own content– With highlighters– With an instant note-taker

• Include video and podcasts.• Page numbers.• Comprehensive dictionary.• Cross referenced content.

Many don’t seem to want what is currently available:

• PDFs of existing textbooks (for so many reasons)

It’s clear what the market wants

Students want:

• Affordable and printable• Accessible (PC/e-paper devices).

• Searchable and interactive.• Simple, readable, usable.• Flexible views/point size.• The ability to personalise it:

– With their own content– With highlighters– With an instant note-taker

• Include video and podcasts.• Page numbers.• Comprehensive dictionary.• Cross referenced content.

Many don’t seem to want what is currently available:

• PDFs of existing textbooks (for so many reasons)

• Mandatory proprietary software

It’s clear what the market wants

Students want:

• Affordable and printable• Accessible (PC/e-paper devices).

• Searchable and interactive.• Simple, readable, usable.• Flexible views/point size.• The ability to personalise it:

– With their own content– With highlighters– With an instant note-taker

• Include video and podcasts.• Page numbers.• Comprehensive dictionary.• Cross referenced content.

Many don’t seem to want what is currently available:

• PDFs of existing textbooks (for so many reasons)

• Mandatory proprietary software• 180 day licence period

Changing the students’ reaction to their supplied recommended reading list

Changing their response

We want to change their response from:

Changing their response

We want to change their response from:

Can I get away with not buying these expensive textbooks?

Changing their response

We want to change their response from:

Can I get away with not buying these expensive textbooks?

to:

Changing their response

We want to change their response from:

Can I get away with not buying these expensive textbooks?

to:

My Pearson CPD Toolbox is amazingly value, will help me get a better degree, and my ideal job, and enhance my long-term career prospects.

How will this increase Pearson income?

How will this increase Pearson income?

1. By increasing the number of students paying to use your published marketing textbooks (directly or indirectly).

How will this increase Pearson income?

1. By increasing the number of students paying to use your published marketing textbooks (directly or indirectly).

2. By increasing the number of textbooks they buy.

How will this increase Pearson income?

1. By increasing the number of students paying to use your published marketing textbooks (directly or indirectly).

2. By increasing the number of textbooks they buy.

3. By extending the peak textbook buying period far beyond the 3 or 4 years spent at university.

How will this increase Pearson income?

1. By increasing the number of students paying to use your published marketing textbooks (directly or indirectly).

2. By increasing the number of textbooks they buy.

3. By extending the peak textbook buying period far beyond the 3 or 4 years spent at university.

With MarketingMentor acting as the key loyalty factor.

How will this increase Pearson income?

So the proposed pilot project will demonstrate that:

How will this increase Pearson income?

So the proposed pilot project will demonstrate that:

You can get many more students,

How will this increase Pearson income?

So the proposed pilot project will demonstrate that:

You can get many more students, to pay much more,

How will this increase Pearson income?

So the proposed pilot project will demonstrate that:

You can get many more students, to pay much more, for more of your books.

Income channels

1. University annual licences (that cover all students) .

Income channels

1. University annual licences (that cover all students) .

or

Income channels

1. University annual licences (that cover all students) .

or

Income directly from targeted individual students (but endorsed by the faculty)

Income channels

2. Graduates then take their Pearson CPD toolbox into the workplace.

Income channels

2. Graduates then take their Pearson CPD toolbox into the workplace.

– Sales are generated as they add speciality content to cover the needs of the job and/or CIM, ISP, IPA, CAM, IDM post graduate exams.

Income channels

2. Graduates then take their Pearson CPD toolbox into the workplace.

– Sales are generated as they add speciality content to cover the needs of the job and/or CIM, ISP, IPA, CAM, IDM post graduate exams.

– They can then add management and business content, etc, as they progress through their career.

Income channels

2. Graduates then take their Pearson CPD toolbox into the workplace.

– Sales are generated as they add speciality content to cover the needs of the job and/or CIM, ISP, IPA, CAM, IDM post graduate exams.

– They can then add management and business content, etc, as they progress through their career.

– Plus the monthly cost can go against expenses. So potentially they pay nothing.

Income channels

3. Sales from alumni (buying their University branded toolkit).

Income channels

4. Sales of online marketing libraries to agencies, brand teams and larger SMEs.

Income channels

4. Sales of online marketing libraries to agencies, brand teams and larger SMEs.

2,000 UK agencies x £20/month = market of £480,000/year

10,000 UK brand teams x £20/month = market of £2,400,000

50,000 larger SMEs x £5/month = market of £3,000,000

Income channels

5. Pay-per-click. 1,000 suppliers x £50/month = £600,000

Income channels

5. Pay-per-click. 1,000 suppliers x £50/month = £600,000

Sponsorship. 100 sponsors x £5,000/year = £500,000

Income channels

5. Pay-per-click. 1,000 suppliers x £50/month = £600,000

Sponsorship. 100 sponsors x £5,000/year = £500,000

But probably not from advertising…

A guesstimate to discuss

A guesstimate to discuss

1. Of 100 students, say 50 buy the new textbook at £44. The rest buy second hand, or not at all.

A guesstimate to discuss

1. Of 100 students, say 50 buy the new textbook at £44. The rest buy second hand, or not at all.

Of the total sales of £2,200, estimated income to Pearson and author of £1,232.

A guesstimate to discuss

1. Of 100 students, say 50 buy the new textbook at £44. The rest buy second hand, or not at all.

Of the total sales of £2,200, estimated income to Pearson and author of £1,232.

Online textbooks: estimated saving of 44% (RRP).

A guesstimate to discuss

1. Of 100 students, say 50 buy the new textbook at £44. The rest buy second hand, or not at all.

Of the total sales of £2,200, estimated income to Pearson and author of £1,232.

Online textbooks: estimated saving of 44% (RRP).

2. Sell it at £5/annum, to/via the University, to all 100 students.Combined Pearson/Author annual income of £500.

A guesstimate to discuss

1. Of 100 students, say 50 buy the new textbook at £44. The rest buy second hand, or not at all.

Of the total sales of £2,200, estimated income to Pearson and author of £1,232.

Online textbooks: estimated saving of 44% (RRP).

2. Sell it at £5/annum, to/via the University, to all 100 students.Combined Pearson/Author annual income of £500.

So income from online exceeds printed within three years. Everything after that is profit.

A guesstimate to discuss

1. Of 100 students, say 50 buy the new textbook at £44. The rest buy second hand, or not at all.

Of the total sales of £2,200, estimated income to Pearson and author of £1,232.

Online textbooks: estimated saving of 44% (RRP).

2. Sell it at £5/annum, to/via the University, to all 100 students.Combined Pearson/Author annual income of £500.

So income from online exceeds printed within three years. Everything after that is profit.

And instead of having just one book at £44, the student gets all 10 from the reading list for £5/month (£10 to MM).

A guesstimate to discuss

1. Of 100 students, say 50 buy the new textbook at £44. The rest buy second hand, or not at all.

Of the total sales of £2,200, estimated income to Pearson and author of £1,232.

Online textbooks: estimated saving of 44% (RRP).

2. Sell it at £5/annum, to/via the University, to all 100 students.Combined Pearson/Author annual income of £500.

So income from online exceeds printed within three years. Everything after that is profit.

And instead of having just one book at £44, the student gets all 10 from the reading list for £5/month (£10 to MM). Plus all the other benefits they’ve asked for.

Guesstimate

Current UK annual income

Guesstimate

Current UK annual income

Univ. (3 yrs) 10,000 x £80 = £0.8m

Guesstimate

Current UK annual income

Univ. (3 yrs) 10,000 x £80 = £0.8m

All Grads 15,000 x £40 = £0.6m

Guesstimate

Current UK annual income

Univ. (3 yrs) 10,000 x £80 = £0.8m

All Grads 15,000 x £40 = £0.6m

Total 2009 = £1.4m

Guesstimate

Current UK annual income

Univ. (3 yrs) 10,000 x £80 = £0.8m

All Grads 15,000 x £40 = £0.6m

Total 2009 = £1.4m

Proposed model income by 2018

Guesstimate

Current UK annual income

Univ. (3 yrs) 10,000 x £80 = £0.8m

All Grads 15,000 x £40 = £0.6m

Total 2009 = £1.4m

Proposed model income by 2018

Univ. (3 yrs) 20,000 x £60 = £1.2m

Guesstimate

Current UK annual income

Univ. (3 yrs) 10,000 x £80 = £0.8m

All Grads 15,000 x £40 = £0.6m

Total 2009 = £1.4m

Proposed model income by 2018

Univ. (3 yrs) 20,000 x £60 = £1.2m

Grad +1. 5,000 x £60 = £0.3m

Guesstimate

Current UK annual income

Univ. (3 yrs) 10,000 x £80 = £0.8m

All Grads 15,000 x £40 = £0.6m

Total 2009 = £1.4m

Proposed model income by 2018

Univ. (3 yrs) 20,000 x £60 = £1.2m

Grad +1. 5,000 x £60 = £0.3m

Grad +2. 4,500 x £60 = £0.27

Guesstimate

Current UK annual income

Univ. (3 yrs) 10,000 x £80 = £0.8m

All Grads 15,000 x £40 = £0.6m

Total 2009 = £1.4m

Proposed model income by 2018

Univ. (3 yrs) 20,000 x £60 = £1.2m

Grad +1. 5,000 x £60 = £0.3m

Grad +2. 4,500 x £60 = £0.27Grad +3. 4,250 x £60 =

£0.255

Guesstimate

Current UK annual income

Univ. (3 yrs) 10,000 x £80 = £0.8m

All Grads 15,000 x £40 = £0.6m

Total 2009 = £1.4m

Proposed model income by 2018

Univ. (3 yrs) 20,000 x £60 = £1.2m

Grad +1. 5,000 x £60 = £0.3m

Grad +2. 4,500 x £60 = £0.27Grad +3. 4,250 x £60 =

£0.255Grad +4. 4,000 x £60 =

£0.240

Guesstimate

Current UK annual income

Univ. (3 yrs) 10,000 x £80 = £0.8m

All Grads 15,000 x £40 = £0.6m

Total 2009 = £1.4m

Proposed model income by 2018

Univ. (3 yrs) 20,000 x £60 = £1.2m

Grad +1. 5,000 x £60 = £0.3m

Grad +2. 4,500 x £60 = £0.27Grad +3. 4,250 x £60 =

£0.255Grad +4. 4,000 x £60 =

£0.240Grad +5. 3,750 x £60 =

£0.225

Guesstimate

Current UK annual income

Univ. (3 yrs) 10,000 x £80 = £0.8m

All Grads 15,000 x £40 = £0.6m

Total 2009 = £1.4m

Proposed model income by 2018

Univ. (3 yrs) 20,000 x £60 = £1.2m

Grad +1. 5,000 x £60 = £0.3m

Grad +2. 4,500 x £60 = £0.27Grad +3. 4,250 x £60 =

£0.255Grad +4. 4,000 x £60 =

£0.240Grad +5. 3,750 x £60 =

£0.225Grad +6. 3,500 x £60 =

£0.210

Guesstimate

Current UK annual income

Univ. (3 yrs) 10,000 x £80 = £0.8m

All Grads 15,000 x £40 = £0.6m

Total 2009 = £1.4m

Proposed model income by 2018

Univ. (3 yrs) 20,000 x £60 = £1.2m

Grad +1. 5,000 x £60 = £0.3m

Grad +2. 4,500 x £60 = £0.27Grad +3. 4,250 x £60 =

£0.255Grad +4. 4,000 x £60 =

£0.240Grad +5. 3,750 x £60 =

£0.225Grad +6. 3,500 x £60 =

£0.210Grad +7. 3,250 x £60 =

£0.195

Guesstimate

Current UK annual income

Univ. (3 yrs) 10,000 x £80 = £0.8m

All Grads 15,000 x £40 = £0.6m

Total 2009 = £1.4m

Proposed model income by 2018

Univ. (3 yrs) 20,000 x £60 = £1.2mGrad +1. 5,000 x £60 = £0.3mGrad +2. 4,500 x £60 = £0.27Grad +3. 4,250 x £60 = £0.255Grad +4. 4,000 x £60 = £0.240Grad +5. 3,750 x £60 = £0.225Grad +6. 3,500 x £60 = £0.210Grad +7. 3,250 x £60 = £0.195Grad +8. 3,000 x £60 = £0.180

Guesstimate

Current UK annual income

Univ. (3 yrs) 10,000 x £80 = £0.8m

All Grads 15,000 x £40 = £0.6m

Total 2009 = £1.4m

Proposed model income by 2018

Univ. (3 yrs) 20,000 x £60 = £1.2mGrad +1. 5,000 x £60 = £0.3mGrad +2. 4,500 x £60 = £0.27Grad +3. 4,250 x £60 = £0.255Grad +4. 4,000 x £60 = £0.240Grad +5. 3,750 x £60 = £0.225Grad +6. 3,500 x £60 = £0.210Grad +7. 3,250 x £60 = £0.195Grad +8. 3,000 x £60 = £0.180

Total 2018 = £3.1m

Guesstimate

Current UK annual income

Univ. (3 yrs) 10,000 x £80 = £0.8m

All Grads 15,000 x £40 = £0.6m

Total 2009 = £1.4m

Proposed model income by 2018

Univ. (3 yrs) 20,000 x £60 = £1.2mGrad +1. 5,000 x £60 = £0.3mGrad +2. 4,500 x £60 = £0.27Grad +3. 4,250 x £60 = £0.255Grad +4. 4,000 x £60 = £0.240Grad +5. 3,750 x £60 = £0.225Grad +6. 3,500 x £60 = £0.210Grad +7. 3,250 x £60 = £0.195Grad +8. 3,000 x £60 = £0.180

Total 2018 = £3.1mTotal 2019 = £3.25m

Guesstimate

Current UK annual income

Univ. (3 yrs) 10,000 x £80 = £0.8m

All Grads 15,000 x £40 = £0.6m

Total 2009 = £1.4m

Proposed model income by 2018

Univ. (3 yrs) 20,000 x £60 = £1.2mGrad +1. 5,000 x £60 = £0.3mGrad +2. 4,500 x £60 = £0.27Grad +3. 4,250 x £60 = £0.255Grad +4. 4,000 x £60 = £0.240Grad +5. 3,750 x £60 = £0.225Grad +6. 3,500 x £60 = £0.210Grad +7. 3,250 x £60 = £0.195Grad +8. 3,000 x £60 = £0.180

Total 2018 = £3.1mTotal 2019 = £3.25m

Which doesn’t include a logical increase (by 2018) ofthe monthly direct debit, plus the potential income from in-house libraries, sponsorship, PPC, income fromGrads buying more books each year, (so their DD goes up), sales to Business and Management students, etc …

Agreeing next stage action…