Page 1 De-Brief to Executives, July 2009 Conducted by

Page 1

De-Brief to Executives, July 2009

Conducted by

Page 2

Background

Objective: Define product set for corporate and other institutional sale, as well as identify challenges and solutions to resultant marketing and sales.

• Market Analysis• Competitive Analysis• Executive Feedback and Interviews• Market Research (Survey)• A. Customer Profiles• B. Test Demand for Corporate Offering• C. Test Potential Corporate Offering• D. Brief & Receive Executive Feedback• Recommendations• Executive Feedback• Finalize Recommendations• Provide Plan

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Summary

There is definite and significant demand for an expanded, or segmented, business information offering:

• STRATFOR has two significant audiences. The biggest, comprising 2/3 of the audience is opinion leaders, the most valuable in high-end news.

• A second, is a third of the total audience, is a professional audience using the information for both personal and work reasons.

• We tested some 30 products under the labels of "access," "personalization," "customization" and "research."

• Of these, the research offering is the most popular with demand around 40% of professionals.

• … with customization, personalization and access generally coming in between 20% and 30%.

• STRATFOR already produces most of these products but they are not packaged this way, or segmented.

• The total opportunity likely ranges between the mid-seven figures and up to the low eight figures, depending upon several key decisions.

• Certain of these decisions could boost revenues from professional users and opinion leaders.

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Market Analysis

In 2010 the total size of the U.S. communications industry: $1.236 trillion, approximately 7.5% of GDP.

The biggest categories are....• Cable Television: $169.4 billion• Direct Marketing: $194 billion

In the categories of “serious” information, all these are in decline...• Newspaper Publishing: $72.5 billion• Consumer Magazine Publishing: $27.2 billion• Business-to-Business Media: $30.2 billion

All except one:• Professional Business Information Services: $181.9 billion... projected to double from 2000.

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Competitive Analysis

• Approximately six holding companies control most of the market share in serious business news and information.

• These include Pearson's, McGraw-Hill, Thompson-Reuters, HIS, and others. The scale of all these companies is in the billions of dollars per year in revenues.

• Of these only two have fielded any form of sustained political intelligence offering: Pearson/FT’s Economist Group and HIS’s Jane’s.

• The Economist Group’s Economist brand companies yield about $750 million in revenues annually (75% of the group) while Jane’s yields about $75 million.

• In 2008 The Economist Group attempted to buy Jane’s but lost the bidding war to HIS to the tune of more than $180 million…

• …Likely to gain Jane’s mix of political+security offering to cross-sell against The Economist’s U.S. audience, which comprises 60% of the brand companies revenues.

• Both serve mid-to senior tier of researchers and executives as well as a small number of true decision-makers. Jane’s has a mostly a defense-related audience, while The Economist has a more typical Fortune 500 audience

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Positioning

So who is poised at the nexus of politics+stability?

STRATFOR

Politics+Stability

2 million people

Jane’s

Politics+Defence

1 million people

The Economist

Politics+Economics

6.5 million people

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Survey Statistics

Enter your title notes for readers here

Survey Status:

Status: Closed

Launch Date: 07/20/2009

Closed Date:

Total Survey Takers: 4162

Median Response Time: 8 mins, 18 Seconds

Web Deployment Status:

Total Takers: 4162

Complete Responses: 3151

Partial Responses: 1011

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What is your gender?

Enter notes to introduce and explain this slide to the reader here…

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What is your age?


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What is your level of education?


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What is your annual household income


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Where do you live?


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How would you describe your political views?


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Which of the following applies to you?


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Which of the following do you use for networking?


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Are you a subscriber, free website user or free e-mail user?


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Which of these do you also read, online or in print, or both?


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What benefits do you get from Stratfor?


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How frequently do you read Stratfor?


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How often do you forward Stratfor information to someone?


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How would you prefer to access Stratfor information?<div id="refHTML"> </div>


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Which regions are you interested in?


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How closely do you follow Stratfor's coverage of the following countries?


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How often do you read or use the following products?


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Where do you work?


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If you are in the private sector please indicate your position:


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If you are in government, please indicate your position:


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If you are in the military please indicate your rank:


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Why do you read Stratfor's information?


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Please pick the phrase that best describes how you use information in your work:


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In your work, do you have a role in or influence business with the following?


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How do you use Stratfor information in your work?


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Please rate your agreement or disagreement with the following statement.


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How often do you forward Stratfor information to a professional colleague?


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Are you aware that Stratfor provides information products and services for professionals, purchased by their employers?


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Do you think others in your organization might benefit from Stratfor information if they receive access?


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Would you, your colleagues or employer be interested in the following research products?


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Would you, colleagues or employer be interested customized information?


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Would you, your colleagues or employer be interested in personalized information?


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Would you, colleagues or your employer be interested in the following access?


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Would you like to be contacted in the near future about your professional or organizational information needs?


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Documents

Page 1 De-Brief to Executives, July 2009 Conducted by