Rebecca Cummings Sarah Gregory Dan Jozwiak Jessica Roop Joi Sims Stephan Williams

HISTORY -Stephan J. Williams -Perfect 10 magazine -Opportunity at O.S.U -Applied as student organization -Online application -$500 -First issue released in December -Cam’ron -Not much content -Disorganized layout - January 5, 2004 (10:30am) -This wonderful 750 course Lil Flip

Industry Overview Threat of New Entrants - Free newsletters - High at O.S.U Threat of Rivalry (Competition) - The Source Magazine - XXL Magazine - King Magazine - Vibe Magazine - Columbus, based magazines

I love this magazine Threat of Substitutes - newspapers - books - internet Threat of Suppliers - publisher - writers - photographers Threat of Buyers -buyer power Sean Combs

OPPORTUNITIES -Expand circulation -New distribution channels -Acquire new advertisers/collaborators -Brand extension STRENGTHS -Low Price (Free) -Dedication of staff -Cheaper cost structure -Localized point of view THREATS -Competitors (stronger financial backing, more subscribers, better distribution) -Low barrier to entry WEAKNESSES -Small customer base -Low brand awareness and recognition -Lack of collaborators -Lack of monetary backing -Content

Research Technique Focus Group : Eight people that represented the target market in a one-hour discussion Goal: To generate ideas on potential new content. The most popular will be made into survey questions. Survey: Seventy people in the Columbus area Goal: To gain demographic information of potential subscribers as well as what content is important to them in music magazines. I’m focused man… Jay-z

Consumer Insights Important content: Local/underground artists, newest electronics, and informative celebrity gossip. Unimportant content: horoscope, crossword puzzles, video games. Implementation –Underground Kingz –N Tech –Gossip Folks Eamon

II

Statistics of Survey Results Local/Underground Artists –Mean=3.641 –STDV=1.417 Consumer Electronics –Mean=3.429 –STDV=1.41 Celebrity Gossip –Mean=3.057 –STDV=1.632 Joan Rivers

Marketing Mix Product -Urban Music Magazine -Variety of Content Promotion - Word of Mouth -CABS -Flyers -Sidewalk Chalk -CD Tie in Jam Master Jay

I was just thinking that Place -Urban University Settings -High Traffic Areas -On/Off Campus Events Price - FREE, FREE, FREE -Market Penetration Marketing Mix cont. Alicia Keys

Strategy Segmentation: Magazines  Music Magazines  Urban Music Magazines Target Market: College students in urban university towns who have a particular interest in urban music. Positioning: Innovative, informative, and entertaining source for the urban lifestyle.

Future Expand to other large universities in urban areas Tailor the local viewpoint to national markets Continuous research and quality improvement of content Create awareness by building the brand Obtain distribution contracts to gain exposure

Come on Uncle Scrooge, relax. StreetStar has to get some of the money…we can’t keep it all. Bill Gates