Issuu.com Product Manager Nate Zaru 05.30.2018
—> Revolutionize content discovery and distribution —> We are looking for a Product Manager that will be able to take our content business to the next level. —>“Build a business off the back from the content that publishers supply to Issuu”
The Role
—> More engagement —> More retention —> More monetization
The Goal
CRAVE
The Market
Content Discovery & Distribution — Spotify
Content Discovery & Distribution — Netflix
Content Discovery & Distribution — SoundCloud
Content Discovery & Distribution — Reddit
Content Discovery & Distribution — Flickr
Content Discovery & Distribution — Tumblr
Content Discovery & Distribution — Flipboard
Content Discovery & Distribution — Medium
Content Discovery & Distribution — Yahoo
Content Discovery & Distribution — StumbleUpon?
Content Discovery & Distribution — Mix
Content Discovery & Distribution — Twitter
Content Discovery & Distribution — Pinterest
@Issuu Content Discovery & Distribution
Distribution - backend Distribution - user Discovery - backend Discovery - user
Scorecard
Distribution - backend Distribution - user Discovery - backend Discovery - user
Opportunity
CRAVE
Current value prop (approximately): Read some magazines online Prezi for independent magazine publishers Future value prop: Read the magazines you love SoundCloud for magazines
Shift Happens
Gaps
Vision
WATCH: YouTube, Netflix, Amazon LISTEN: Spotify, Apple, SoundCloud DISCUSS: Twitter, Reddit READ:
Flipboard, Medium, Issuu
The hole in the market
We want users to engage more, return more, and/or pay us more vs What can we create for users that will make them crave Issuu so much such that they engage more, return more, and/or pay us more? —> What should the atomic unit of your business become?
Rethink the problem
“Businesses should stop defining themselves by what they produced and instead define themselves by customer needs, desires and problems.� -
Theodore Levitt, Marketing Myopia
Build solutions for customers
“Sometimes employees at Netflix think, ‘Oh my god, we’re competing with FX, HBO, or Amazon,’ said Hastings, ‘but think about if you didn’t watch Netflix last night: What did you do? There’s such a broad range of things that you did to relax and unwind, hang out, and connect–and we compete with all of that.’” -
Reed Hastings
Build solutions for customers
“Strategy is sacrifice� -
David Ogilvy
Build solutions for customers
“The biggest tech co that no one has heard of” - John
Key Initiatives
Expand brand pages with features to grow and nurture readership ● ● ● ● ●
Free onboarding for new publications Publisher promotions Publisher verifications Audience development tools ○ Email / SMS / Push Auto Stories & sharing There is retention and virality built into your business model, you just aren’t exploiting it yet.
Solutions for publishers
Build something that readers will crave ●
● ●
Enhanced content filtering ○ *TITLE* ○ Format ○ Date, mood, language, geography Brand subscriptions UX personalization
Solutions for readers
Appendix A: Competition
Readly
Texture
Magzus
Magzter
Zinio
Joomag
Publitas
Publitas
Appendix B: Best Brand Pages
Status Magazine
Marketing Magazine Group
V Magazine
Gluten Free & More
Russian Foodie
National Geographic Expeditions
Lonely Planet Magazine