BUSINESS PLAN lcc@ual David Stam
Magazine title:
fizzy! magazine
Other working titles - fuzzy magazine, dream magazine, glitter y magazine. The magazine concept has been something that has been in process since last October, with many ideas for pages, content and design. The magazine is a new launch magazine or a new star t- up magazine. The magazine is mainly pr int based and also has a digital extension. The magazine which is still in process can be viewed on ISSUU and also Magcloud with an option to buy a pr inted copy, and also to view online though a digital extension which is available through ISSUU member ship and also for a small pr ice on Magcloud, an online magazine viewing por tal with an option to purchase pr int based copies. Although the magazine is already available to view since December 2020, and is available each month, there are plans to change the for mat and respective options through the avenue of pr int and also digital, as the fir st few editions are dummy magazines, and are available for research pur poses. The title is available monthly and is available in glossy for mat with 12 issues per year, and also 2 yearbook editions which can be purchased dur ing Spr ing/Summer and also Autumn/Winter. The magazine is an independant Women's magazine which is edgy, trendy and also girly, and ver y, ver y funny.
The Stor y A magazine with an edgy, trendy and yet classic appeal? All are combined inside the pages of fizzy! magazine, where content is made specifically for women interested in the latest style, beauty and fashion, but want features which are more thought provoking, different and also images and light content which is funny and quirky with still loads of aesthetic appeal. The magazine wants to inspire women, introduce an edgy fashion ethos and most of all create pages which are inclusive to all women from many different backgrounds by binding an edgy but beautiful mix of imager y and content whilst still managing to keep to classic appeal. The magazine aims to enter tain and inspire Women of all backgrounds, although the magazine is tar geted to Women from the ages of 14- 55.
What's involved? With any star t- up business there are always many r isks, but this is something that should push you to aspire for something more, and to take r isks in order to achieve another milestone. At present there is a clear decline in sales in most areas of consumer ism and consumption, as the Coronavir us scare looms above us all, and shops and tr ade are exper iencing lockdown.
What is the competition like? There are many associated market r isks when creating a star t- up business, and with magazines things get more specific. Knowing and under standing a potential reader of your magazine is impor tant, aswell as how, why, and where they buy your magazine, and also other related products is impor tant as they may be included in your pages, or be par t of lifestyle habits which compliment buying a magazine at the time of purchase, an impor tant par t of life for many magazine reader s.Identifying these markets, and your business can gr asp these routes in lifestyle trends is impor tant, as is getting into the field, and creating a route too which leads to opening the same door s for your magazine. If this is not researched properly and not marketed properly your magazine may not be able to break into this arena. Other market r isks are lack of sales, ineffective marketing can lead to problems like these, as well as lack of networking and links. Lack of budget, or lack of funds and using time wisely could be a ver y strong reason why this could occur, and maybe an easy route out of a quick sand situation which may lead to the wrong reputation for a potentially good sale(s).
Thr eats? There are many competitive threats when creating a business, although with an independant magazine there may be substantially less, however this can still be detr imental to the success of a magazine. If not taken into account, magazine threats can ser iously impair your reputation with reader s and may make your star t- up magazine collapse at the seems, as there are so many new independant magazines and websites on offer. Businesses fail when they do not respond to competitive threats. In a competitive market, a new entr ant can severly damage an established br an financially too. This may stop you in your tr acks too, as many bigger businesses can stop a new threat in their tr acks legally, which is fur ther costs and may stop your success r ate, which can r uin a new star t- up magazine.
How much money do you need? Areas where help is needed and the help of a financial advisor
Why ar e you launching? Magazines are an impor tant par t of lifestyle for many women, and as magazines become mroe and more specific many reader s feel that they would like their magazines more detailed too, and see their specifics in pr int, magazines that ar e mor e tailor ed to their aspir ations and what inspir es them. Edgy fashion and style as well as conventionality too is an example of how many women scream for something non- confor mist sometimes, and a little less predictable, although many women can't live without their regular fix - which is usually the fashion or beauty pages within a magazine, which is impor tant and what many women are accustomed too. For many women, an edgy fashion spread may not be as unconventional as it looks. In fact it speaks to them in a way many magazines may not cover, and this is what fizzy! magazine is in a nutshell. With imager y that is trendy, fashionable and slightly on the edgy and avant garde side, it will cater for Women who want something a little bit more dar ing, rebellious and thought provoking than the aver age magazine, which most of the time can be perfect apar t from the same conventialities we see ever y day within the pages of a magazine. Fashion pages which are more inventive, quirky, on trend, dar ing, thought provoking, innovative and inventive and intelligent. That's just some of the fr ont cover s! Per fect fashion, style and beauty! Many magazines cover fashion in a novel way, and although the pages are pr istine, the aesthetics are compromised sometimes in replacement for a more prescr ibed adher ance to fashion. Meaning that the fashion pages may not have pr istine aesthetics, which is not the reason why many women buy magazines, they are instead looking for a piece of idealism for a small amount of money, a small luxur y item in paper or digital for mat which infor ms, is intelligent, is thought provoking and also infor ms the reader of the latest cultur al trends. Cur rent magazines, even independant magazines for Women can relay a lack of or iginality and independance to many reader s who may feel it's the same prescr ibed for m of fashion ever yday as opposed to fresh creativity or r aw talent, which is what living in UK is all about. Some magazines may feel slightly unadventurous, and fizzy! magazine wants to fill in this gap in the market, as other magazines ignore this clear opening within the industr y, and as they fail to embr ace what they call the unor thodox, fizzy wins! Women's magazines need to be mor e inclusive, and if they feel a model is not indicative of their lifestyle and 'real life', then they should consider that a magazine should be inclusive of all Women, from many different walks of life. A magazine shouldn't disclude any Woman, that's for sure, but they should also realise that beauty and great imager y is an impor tant par t of our lifestyle, cultur al pre- requisites and also our emotional and psychological well- being. Just because you feel unattr active you shouldn't cancel out let's say a beautiful fashion spread within a magazine. You should embr ace it as a fact of life, and also year n to include additional pages which address the issues women face on how they feel unattr active. It's not the model's fault. Fizzy! magazine under stands Women feel upset and unattr active sometimes, and address this by creating fashion pages which address this issue, include all women, from beauty queen's and Super model's to Women who feel that they are not attr active. We will br ing out the appeal of all Women's whilst keeping steadfast to the tenants of Women's magazines which will inspire and take people higher, instead of stooping lower by pander ing to the evil par t of our ego's and hear ts by banning beauty and celebr ating uglydom. Instead we aim to create a blance and address wants unifies Women , what appeals to all and what things they have in common through the avenue of an independant magazine.
How will you achieve your objectives?
PEST PEST analysis (political, economic, socio- cultural and technological analysis and data) this describes a framework of macro- environmental factors used in the environmental scanning component of strategic management. ... It is a strategic tool for understanding market growth or decline, business position, potential and direction for operations. WHATS GOING ON IN THE WORLD. WHAT IS RELEVANT TO THIS LAUNCH, WHAT CONTEXT WILL f i z z y ! magazine be LAUNCHING INTO?
These questions will be asked, researched and put into context with the help and use of PEST analysis, data, and research. An example of P.E.S.T analysis presented through a simple table.
MARKET MAPPING EXPENSIVE MAGAZINES -INDEPENDANT
V MAGAZINE
WELL KNOWN MAGAZINES WITH AESTHETIC APPEAL
MARKET MAP f i z z y ! magazine
VARIOUS GLOSSY MAGAZINES
STYLE SUNDA Y TI M ES FREE SUPPLEM ENT
NOT VERY WELL KNOWN MAGAZINES BUT GREAT CONTENT AND GREAT IMAGERY
VARIOUS INDEPENDANT MAGAZINES
LOW BUDGET MAGAZINES
New media type disr upter s
The competition? Use of mar ket mapping ? WHO ARE YOU UP AGAINST? With the use of Mar ket Mapping it becomes clear er to distinguish what could be your possible competition and can help you focus on wher e to focus and how to focus your mar keting. The mar keting map above highlights the main competition within the mar ket for fizzy! magazine.
Marketing Str ategy
-
Resear ch t h e m ar k et f or oppor t u n it ies Segm en t t h e m ar k et Posit ion t h e pr odu ct w it h you r com pet it ion Get t h e cor r ect ch em ist r y f or you r m ar k et in g an d t h e r igh t m ix
Use of a competitor analysis table Competitor
Location
Pr ice
What they do well?
V MAGAZINE
LONDON
£56.00
IMAGES/FASHION/INTERVIEWS
STYLE - SUNDAY TIMES SUPPLEMENT
LONDON
FREE SUPPLEMENT
STYLE/CULTURE/FEATURES/OPINION PIECES/ASTROLOGY/INTERVIEWS/AMAZING IMAGERY AND PAGES/EXCELLENT AESTHETICS AND INTELLIGENT READING
GLOSSIES
LONDON
£4.99 APPROX
FASHION/STYLE/BEAUTY/INTERVIEWS AND FEATURES
SWOT
HOW WILL THE TITLE BE MARKETED? Using the 4 P's of Mar keting
low pr ice is not a commercial advantage, in fact it may put reader s off who seek a good quality magazine
PRODUCT, PRICE, PLACE, PROMOTION PRODUCT DIFFERENTIATION? PRICE, PROMOTION AND PLACEMENT AND DISTRIBUTION
PRODUCT DIFFERENTIATION
PRICE
PRODUCT PLACEMENT
PROMOTION
INDEPENDANT MAGAZINE THAT GIVES READERS GREAT AESTHETICS AND GREAT WRITTEN WORD. PAGE LAYOUT WHICH IS FASHIONABLE AND GIRLY. EDGY AND INVENTIVE FASHION AND STYLE, THOUGHT PROVOKING AND INTELLIGENT FEATURES WHICH ARE INCLUSIVE TO ALL WOMEN. FEATURES ON AREAS OTHER MAGAZINES DON'T COVER - GAP IN THE MARKET FOR HEARTBREAK, SPINSTERS, LESS ATTRACTIVE WOMEN AND VERY BEAUTIFUL
£4.99-£20.00
BENCHMARKED AGAINST OTHER INDEPENDANT MAGAZINES AND ALSO SUPPLEMENTS SUCH AS STYLE FROM THE SUNDAY TIMES AND ALSO OTHER FEMALE GLOSSIES SUCH AS GLAMOUR, GRAZIA, COSMOPOLITAN AND VOGUE. CAN BE BOUGHT ONLINE ON ISSUU, MAGCLOUD, AND HOPEFULLY GOOGLE, BARNES AND NOBLE, STACK, AND STOCKED IN STORES SUCH AS SELFRIDGES, WHSMITH, AND MAGCULTURE AND OTHERS.
POSTERS, FLYERS, ADVERTS, STOCKED IN STORES (- BEST OPTION), PRESS RELEASES FOR FEATURES AND OPINION WILL BE SENT TO TV/NEWSPAPERS AND RADIO FOR RESEARCH PURPOSES. LAUNCH PARTIES AND PROMOTION AND MARKETING, GIMMICKS AND COMPETITIONS AND GIVEAWAYS. EXCLUSIVE INTERVIEWS AND CELEBRITY ENDORSEMENT.
Editor ial r esponsibilities BIGGEST SELLING POINT
All pages will be sole responsibility of the Editor which is me - Ms Faiza Mir za, and a Dream Team will be employed - Asst Editor, Wr iter s, Gr aphic Designer s, and freelance worker s such as Photogr paher s. Images will be taken from Getty, Adobe Stock, and models from established agencies. We need office space too, in London and a view to relax and anticipate sales revenue in the second year of tr ading.
Editor ial costs 1. Cr eating the magazine/Office space/Staff - Dr eam Team w w w.payscale.com / r esear ch / UK/ In du st r y=M agazin e_Pu blish er / Salar y
2. Pr inting costs 3. Pr oduct placement and distr ibution 4. Pr omotion, mar keting and extr a costs.
Included in the pages....
£200,000 per month working capitol
1. Amazing, edgy fr ont cover s with established models 2.Editor 's page 3. Adver ts 4. Featur es 5. Ar ticles 6. Must buy pages for STYLE cover ing fashion, beauty, books and other impor tant focus buys for the month 7. Shor t stor ies dur ing LOCKDOWN and if ther e is demand 8. Memoir s of a mascar a addict/Astr ology supplement - 24 pages 9. Tagline pages - What's the fizzy? What's fizzy this month? 10. And mor e pages which cover the theme of the month and r elevant fashion, beauty, shopping, featur es and ar ticles and opinion pieces which ar e fizzy!
Financial planning With any star t- up business ther e ar e things to consider, anticipate and plan for. This could be lack of sales, r etur ns, extr a costs or costs dur ing an emer gency. This will be cover ed by insur ance and good budgeting and financial planning, and also sponsor ship and mentor ing. Financial planning however is not possible unless ther e is an assumption ever y issue will sell, or looking at statistics with the magazine an estimated sales r etur n of 66% pr ofit, and the r est goes into the categor y of non- sale or r etur ned sales. All financial planning will look towar ds help of a financial planner.
Pr ofit and loss spr eadsheets
Retail distr ibution in copies ? 4,000 Retail SALES in copies ? 2,640 Cover Pr ice ? £ 6.00 Yield per issue - £3.60 Total Sales Revenue ? £ 9,504 AVERAGE ESTIMATED RATIO FOR COPY SALES 66% SALES 33% RETURN TRADE YIELD - FOR EVERY £ 5.00 PROFIT OF £3.30 BIGGEST COSTS - PEOPLE, PAPER, PRINTING AND MARKETING, LAUNCH, GIMMICKS, PROMOTION.
MISSION STATEMENT A magazine aimed at Women from all walks of life and from the ages of 14- 55. Fizzy! magazine aims to create a collection of pages in the for m of a magazine for women who want to read something intelligent, aesthetically sound, edgy, trendy,thought provoking and insightful wr iting. A Woman's independant magazine which always has great contempor ar y choices, whilst maintaining a classic appeal with lots of style, and a quirky and ir reverent sense of humour ! The magazine includes and creates for the hear tbroken, upset, stylish, quirky and happy. Anything that excites the Editor hopefully will relay to the reader s too, until they feel just fizzy!, and exhilir ated after reading the content and pages of fizzy! magazine. It's fresh and fizzy! approach leaves other magazines behind, which are too conventional and contr ived, leaving no room to breathe. Fizzy magazine is embr aces the ugly and the beautiful, and feels that a Woman's magazine should include both, with a great sense of humour.
AESTHETIC APPEAL WHICH IS EDGY, FEMININE AND INVENTIVE AND ON TREND
INTELLIGENT WRITING WHICH INCLUDES WOMEN FROM ALL WALKS OF LIFE
QUIRKY, FUNNY AND INTERESTING READING - PAGES THAT INCLUDE ALL WOMEN
Editor ial page r ates 90- 100 pages within each magazine r eleased monthly x2 Year books - 100- 200 pages Content mar keting costs - upon demand/r equest Each page - £ 100- 200 Fr ont and Back Cover £ 900.00 Fashion spr eads - £ 750.00 Adver ts and Adver tor ials - Upon r equest FURTHER COSTS - SETTING UP SUBSCRIPTION/WEBSITES AND BLOGS - below