WE CALL IT

INTERACTIVE

We simply make ebook ebook, not a copycat

of print book

HIEU PHAN DUNG NGUYEN GIANG BUI VU NGUYEN HUONG DINH

E B O O K

OBJECTIVES OVERVIEW OVERALL TRUTH ALL ABOUT BRAND

OBJECTIVES OVERALL

TRUTH

01Set objectives for the

whole project

Review book/ebook

market & select

potential marketplace

03

Understand about

category & consumer

OVERVIEW

02 04BRAND

Brand building

process

AGENDA

OBJECTIVES OVERVIEW OVERALL TRUTH ALL ABOUT BRAND

To make a successful launch, we need a strong product

concept. What should we say in product concept and

how can we get it?

BUSINESS OBJECTIVE

Revenue+ Get $10 millions in 1st year

+ Get $15 millions in 2nd year

Market share:+ 13% share in 1st year

+ 20% share in 2nd year

S T O R Y B O O K

OBSERVATION- 8/10 people who already have had ebook version still

tend to purchase paper book.

STORYBOOK is where I nurture my imagination,

my soul. Paper book gives me the feeling of

being present friend, tangible and connected to it

RESEARCH BRIEF OVERVIEW OVERALL TRUTH ALL ABOUT BRAND

- Only 4/10 people do not have intent to purchase

paper book when they already have ebook

OBSERVATION

People want to get KNOWLEDGE when they

read knowledged book

To them, ebook is not better at helping to

absorb knowledge than paper book

K N O W L E D G E B O O K

46% story book

37% knowledged book

Paper book is still dominating

the market and it plays an

irreplaceable role in

consumers’ heart

Ebook market is much larger

and people still tend to use

ebook as it still offers the same

thing as paper book: knowledge

S T O R Y B O O KK N O W L E D G E D B O O K

OBJECTIVES OVERVIEW OVERALL TRUTH ALL ABOUT BRAND

C O M P E T I T O R 1%Publishers are narrowing the gap between ebook & paper book making ebook

more alike to paper book.

To make a breakthrough in this industry (in knowledged book)

WE SIMPLY MAKE EBOOK EBOOK, NOT A

COPYCAT OF PRINT BOOK

OBJECTIVES OVERVIEW OVERALL TRUTH ALL ABOUT BRAND

FOCUS GROUP DESK RESEARCH

B R O A D K N O W L E D G E

K N O W L E D G ED E E P

SCIENTIFIC FACTPrint book performs best in gaining DEEP KNOWLEDGE & Ebook cannot become print

book’s substitute

Our ebook will focus on

DEEP KNOWLEDGE

OBJECTIVES OVERVIEWOVERALL

TRUTH ALL ABOUT BRAND

CONSUMER UNDERSTANDING

People intensively skim/scan for information & knowledge when they

have CLEAR GOALS TO ACHIEVE & LIMITED TIMEMOMENT

OF TRUTH

When they need to capture

overview of the problem,

they tend to seek for more

information

CONTEXT

We call this

THE PERIOD

OBJECTIVES OVERVIEWOVERALL

TRUTH ALL ABOUT BRAND

C O N S U M E R I N S I G H T

As a goal-achiever, under pressure period, I feel like I’m wasting time

trying to get broad knowledge. I want it to be a more time-efficiency

way to capture landscape and overview of the problem to reveal a

direction to solve to problem.

Age: 20 – 26

Income: ABC+

Occupation: Students & Employees

Location: 6 key cities

Characteristics: Hungry for achievements

Hardworking

Self-studying oriented

U&A:

-Read more than 10 books/year

-Research for more info outside

of the book

CONSUMER INSIGHT

OBJECTIVES OVERVIEW OVERALL TRUTH

ALL ABOUT

BRAND

P R O D U C T I D E A

SELECTIVE READING METHOD

We use technology to help readers fasten their process of getting

broad knowledge

GOAL

METHOD

PRODUCT

SHORTEN TIME SPENT GETTING BROAD KNOWLEDGE

SELECTIVE READING METHOD | less words but better

acknowledgement

Able to adjust percent (%) of key content

OBJECTIVES OVERVIEW OVERALL TRUTH

ALL ABOUT

BRAND

BRAND

POSITIONING

PROVIDE WHAT NEED

TO WHOMDIFFERENTIATED

BY

REASONS TO BELIEVE

Time-efficiency in

getting broad

knowledge

Age: 20 – 26

Income: ABC+

Occupation: Students &

Employees

Location: 6 key cities

Characteristics: Hungry for

achievements

Hardworking

Self-studying

oriented

Offer options to select

the % of content you

want to achieve ability

to read faster & gain

knowledge faster

Scientific fact

Only 20% of words on

a page are worth

reading

OBJECTIVES OVERVIEW OVERALL TRUTH

ALL ABOUT

BRAND

Root strengths

Competitive

environment Target

Insight

Breakthrough reading method

Age: 20 – 26

Income: ABC+

Occupation: Students & Employees

Location: 6 key cities

Characteristics: Hungry for achievements

Hardworking

Self-studying oriented

Distinct from

competitor

Values, beliefs &

personality

Benefits

As a goal-achiever, under pressure period, I feel like I’m

wasting time trying to get broad knowledge. I want it to

be a more time-efficiency way to capture landscape and

overview of the problem to reveal a direction to solve to

problem.

RTBs

Discriminator

Enrich your

experience with

knowledgeFirst time

applied to

ebook

fact

ScientificClear

Structured

Selective

Time-efficiency

Breakthrough

THANK YOU

HIEU PHAN DUNG NGUYEN GIANG BUI VU NGUYEN HUONG DINH