Managing a Transition From Free to Paid Product

Managing a Transition From
Free to Paid Product
Peter Doucette
Executive Director of Circulation
Sales & Marketing
The Boston Globe
Pamela Markey
Director of Marketing
MECLABS
Session Speakers
Peter Doucette
Executive Director of Circulation, Sales & Marketing
The Boston Globe
Peter Doucette is responsible for all consumer-facing aspects of
circulation and audience development for both print and digital
subscribers, consumer strategy, CRM, customer service, and customer
loyalty.
Doucette joined The Boston Globe in 2007 and has served in a number
of roles in the circulation department. Prior to his present role, he was
director of circulation marketing, where he was an architect for the
premium-focused circulation strategy, a critical component in the
financial turnaround of The Boston Globe in 2009.
Prior to that, Doucette was the director of home delivery and single
copy circulation, where he was responsible for growing revenue for the
Globe's home delivery business, maximizing newsstand sales and
profitability, and increasing customer satisfaction and engagement.
2
Session Speakers
Pamela Markey
Director of Marketing & Brand Strategy
MECLABS
Pamela Markey builds strategic partnerships, plans promotional
initiatives, and is responsible for both Primary and Applied Research
communication- and marketing-related activities. If it impacts a
MECLABS brand, it goes through her.
Before joining the team in June 2009, Markey worked for seven years as
a wireless marketing manager at Bell Canada, during which time she
managed campaigns for the Solo Mobile and Bell Mobility brands. Her
work has been recognized at Cannes, the CLIOs, and the Canadian
Marketing Awards among others.
Markey started her career in marketing at Microsoft while completing
her Bachelor of Commerce degree at Dalhousie University.
3
An Optimization-based
Business Model Radical Redesign:
The transition from a free to paid product
An optimization-based
business model radical redesign
The Transition From a Free to Paid Product
6
The Adit • The Advance Leader • Penn Hills Progress • Woodland Progress • Albuquerque Tribune • Algonquin Countryside • Cary-Grove Countryside
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Hanson Town Crier • Hardee Sun • Harlem Valley Times • Millbrook Round Table • Voice Ledger • Henderson Home News • The Hershey Chronicle •
Heyworth Star and LeRoy Journal • Hill Country View • Homer Sun • Lincoln-Way Sun • Plainfield Sun • Hopi Tutuveni • Hoy Hyde Park Townsman •
The Independent • Iraan News • Island Breeze • Jeanerette Enterprise • Johnson County Sun • The Journal-Messenger • Kansas City Kansan • Kitsap
Free Daily • LA City Beat • La Palma • La Tribuna • Lake Elmo Leader • Lake Highlands People • Lakewood People • West Plano People • Lake Norman
Times • Lakota Journal • The Leader • Leadville Chronicle • The Lemoore Advance • Lincoln County Journal • Los Gatos Weekender and West San
Jose Resident • Loudon Easterner • Main Street News • Maricopa Tribune • McCamey News • McKnight Journal and North Journal • The Message for
the Week • The Midcoast Beacon • The Milford Observer • Ming Pao New York • Ming Pao San Francisco • Minidoka County News • The MonitorHerald • NASCAR Scene • National Speed Sport News • Nebo Reporter • New Hope Gazette • New York Blade • New York Press • The New York Sun •
News Gleaner • Northeast Breeze • Olney Times • The Newton Record • Nichi Bei Times • Noblesville Daily Times • The North Florida Herald • North
Haven Post • North Side News • Northern Star • Oak Cliff Tribune • The Observer • Orfordville Journal & Footville News • Oxford Tribune •
Parkesburg Post Ledger • Solanco Sun Ledger • Pawling News Chronicle • Peoria Times-Observer • Petoskey Citizen-Journal • The Phoenicia Times •
The Olive Press • Pinellas News • Placer Sentinel • Plymouth Bulletin • Pocono Business Journal • The Post-Crescent • Putnam County Courier •
Quakertown Free Press • Quickly • Register Herald • The Rockingham News • Rocky Mountain News • Rumbo de San Antonio • Rumbo del Valle •
San Juan Star • Seattle Post-Intelligencer • Selah Independent • The Sentinel • Stillwater Courier • South Florida Blade • Southern Idaho Press •
Southern Voice • Spanish Fork Press • Sparta News-Plaindealer • Spotlight • Springville Herald • St. Louis Globe-Democrat • Suffolk Life • The Sun •
Sun Post • Sun Tribune • Sylvania Herald • Thomasville Times • Today Newspapers • The Town Meeting • Tri-County News • Tucson Citizen • Two
Rivers Tribune • Ulster County Townsman • Vail Mountaineer • Vail Sun • Vail Trail • Valley Journal • Washington Blade • The Weekly Almanac •
West Lane News • The Western Tribune • Whitehall Times • Whitehorse Community News • Wood River Journal • Wrightstown Post-Gazette
The Adit • The Advance Leader • Penn Hills Progress • Woodland Progress • Albuquerque Tribune • Algonquin Countryside • Cary-Grove Countryside
• Wauconda Courier • American Fork Citizen • Lehi Free Press • Lone Peak Press • Orem Times • Pleasant Grove Review • Americké Listy • Ann Arbor
News • Arcadia News-Leader • The Argus Champion • Arlington Heights Post • Elk Grove Times • Hoffman Estates Review • Palatine Countryside •
Rolling Meadows Review • Schaumburg Review • Wheeling Countryside Art Review & Preview • AsianWeek • Baltimore Examiner • Batavia Sun •
Bolingbrook Sun • Downers Grove Sun • Geneva Sun • Glen Ellyn Sun • Lisle Sun • St. Charles Sun • Wheaton Sun • Bay State Banner • Bedford Sun •
Euclid Sun Journal • Garfield-Maple Sun • Nordonia Hills Sun • Sun-Press • Twinsburg Sun • Bellevue Business Journal • The Belton Star Herald •
Berkeley Daily Planet • The Bethel Beacon • The Brookfield Journal • The Kent Good Times Dispatch • The Litchfield Enquirer • Big Sky Sun • The
Birmingham Eccentric • West Bloomfield Eccentric • Troy Eccentric • Rochester Eccentric • Southfield Eccentric • Blue Springs Journal • Bloomfield
Free Press • Bloomfield Journal • Windsor Journal • Windsor Locks Journal • Boca Raton News • Boulder City News • Branford Review • Clinton
Recorder • East Haven Advertiser • Pictorial Gazette • Shelton Weekly • Shore Line Times • Stratford Bard and Wallingford Voice • Brick Township
Bulletin • Woodbridge Sentinel • The Bridge • Bridgeville Area News • The Bulletin • Business Journal of Corpus Christi • Business Times of the Rio
Grande Valley • California Real Estate Journal • The Capital Times • Carson Times • Chicago Free Press • Christian Science Monitor • The City Star •
The Clarke Courier • The Clinton News • Coatesville Ledger • Connecticut Valley Spectator • Coral Gables Gazette • Coraopolis-Moon Record • The
Daily Reporter • Dakota Journal • Danville Weekly • Delaware Valley News • The Democrat • Denmark Press • Dennis Pennysaver • Yarmouth
Pennysaver • Denver Daily News • Des Plaines Times • Mount Prospect Times • Detroit Daily Press • El Dia • The District Weekly • Door Reminder •
Donegal Ledger • Douglas Times • Downingtown Ledger • Doylestown Patriot • Eagle-Times • East Bridgewater Star • West Bridgewater Times •
Whitman Times • East Hartford Gazette • East Iowa Herald • East Side Herald • El Nuevo Dia Orlando • Elizabethtown Chronicle • Encino Sun •
Sherman Oaks Sun • Studio City Sun • Erie Review • Lafayette News • Louisville Times • Eureka Reporter • Fallon Star Press • Farmer City Journal •
Fitchburg Star • Fort Collins Now • The Franklin Chronicle • La Frontera • Galesville Republican • Gazette Advertiser • Germantown Courier • Mount
Airy Times Express • Greenville Press • Greenwood Lake and West Milford News • Gooding County Leader • Grapevine Sun • Hamden Chronicle •
Hanson Town Crier • Hardee Sun • Harlem Valley Times • Millbrook Round Table • Voice Ledger • Henderson Home News • The Hershey Chronicle •
Heyworth Star and LeRoy Journal • Hill Country View • Homer Sun • Lincoln-Way Sun • Plainfield Sun • Hopi Tutuveni • Hoy Hyde Park Townsman •
The Independent • Iraan News • Island Breeze • Jeanerette Enterprise • Johnson County Sun • The Journal-Messenger • Kansas City Kansan • Kitsap
Free Daily • LA City Beat • La Palma • La Tribuna • Lake Elmo Leader • Lake Highlands People • Lakewood People • West Plano People • Lake Norman
Times • Lakota Journal • The Leader • Leadville Chronicle • The Lemoore Advance • Lincoln County Journal • Los Gatos Weekender and West San
Jose Resident • Loudon Easterner • Main Street News • Maricopa Tribune • McCamey News • McKnight Journal and North Journal • The Message for
the Week • The Midcoast Beacon • The Milford Observer • Ming Pao New York • Ming Pao San Francisco • Minidoka County News • The MonitorHerald • NASCAR Scene • National Speed Sport News • Nebo Reporter • New Hope Gazette • New York Blade • New York Press • The New York Sun •
News Gleaner • Northeast Breeze • Olney Times • The Newton Record • Nichi Bei Times • Noblesville Daily Times • The North Florida Herald • North
Haven Post • North Side News • Northern Star • Oak Cliff Tribune • The Observer • Orfordville Journal & Footville News • Oxford Tribune •
Parkesburg Post Ledger • Solanco Sun Ledger • Pawling News Chronicle • Peoria Times-Observer • Petoskey Citizen-Journal • The Phoenicia Times •
The Olive Press • Pinellas News • Placer Sentinel • Plymouth Bulletin • Pocono Business Journal • The Post-Crescent • Putnam County Courier •
Quakertown Free Press • Quickly • Register Herald • The Rockingham News • Rocky Mountain News • Rumbo de San Antonio • Rumbo del Valle •
San Juan Star • Seattle Post-Intelligencer • Selah Independent • The Sentinel • Stillwater Courier • South Florida Blade • Southern Idaho Press •
Southern Voice • Spanish Fork Press • Sparta News-Plaindealer • Spotlight • Springville Herald • St. Louis Globe-Democrat • Suffolk Life • The Sun •
Sun Post • Sun Tribune • Sylvania Herald • Thomasville Times • Today Newspapers • The Town Meeting • Tri-County News • Tucson Citizen • Two
Rivers Tribune • Ulster County Townsman • Vail Mountaineer • Vail Sun • Vail Trail • Valley Journal • Washington Blade • The Weekly Almanac •
West Lane News • The Western Tribune • Whitehall Times • Whitehorse Community News • Wood River Journal • Wrightstown Post-Gazette
Newspapers that have closed or
stopped publishing a newsprint
edition 2008-2011
2008-2011
9
10
No pressure…
11
The Opportunity (and Responsibility)
• Significant market for high-quality journalism and relevant
content
• Readers want a paper that “looks out for my interests.”
• Higher readership is connected to the belief that a paper is “a
leader in the community,” one that “makes me think,” and
one that keeps readers “informed about the nation and the
world.”
12
Competing objectives
Boston.com
Online
Traffic
Boston.com
Advertising
Revenue
Existing BG
Print
Subscribers
13
New BG.com
Online
Subscribers
Competing objectives
Build a model that funds
our journalism
Boston.com
Online
Traffic
Boston.com
Advertising
Revenue
Existing BG
Print
Subscribers
14
New BG.com
Online
Subscribers
The Business Model Radical Redesign
1 Establish your ‘WHY’
2 Determine your market opportunity
3 Distill your Value Proposition
4 Prep to test your Value Proposition
The Business Model Radical Redesign
1 Establish your ‘WHY’
2 Determine your market opportunity
3 Distill your Value Proposition
4 Prep to test your Value Proposition
1
17
1
The Boston Globe is the leading daily news source for Greater
Boston, featuring premium content that is delivered where,
when, and how you want it. With by far the largest newsroom
in the region, we provide more news, analysis, and information
about community events, sports and entertainment than any
other source. We connect to readers by being insightful,
thought-provoking, and relevant.
Definition
Differentiation
Deliverable
18
1
Knowledgeable
Engaging
(alt.: Smart, Astute)
(alt.: Relevant, Valuable )
We know what’s happening. We know what it means
for you and for the community.
We deliver what you need, want, and should know. We
publish news, analysis, opinion, and information that is
directly relevant to your daily life and to civic
participation. We write it, and present it, in a way that
captures your interest.
Authoritative
(alt.: Dependable, Trusted, Proven)
You can rely on us to be fair, accurate, thorough,
honest, and honorable.
Approachable
(alt.: Accessible, inviting)
Your overall experience with The Boston Globe is
inviting, helpful, alluring, comfortable, fun, and eyeopening.
Forward-looking
(alt.: Innovative, Energetic)
We are at the leading edge, both in our coverage and
in how we deliver that coverage to you. We are
innovative.
Impactful
(alt: Effective, Agenda-setting)
Our work makes a difference: It sets the news and civic
agenda and shapes community conversation. What we
report really matters.
19
1
Positioning components
Character attributes
Essence
DEFINITION: The Boston Globe is the
leading daily news source for
Greater Boston, featuring premium
content that is delivered where,
when, and how you want it.
Knowledgeable
Authoritative
Forward-looking
Engaging
Approachable
Impactful
DIFFERENTIATION: With by far the
largest newsroom in the region, we
provide more news, analysis, and
information about community
events, sports and entertainment
than any other source.
DELIVERABLE: We connect to
readers by being insightful,
thought-provoking, and relevant.
20
Your source
for trusted
journalism
1
Positioning components
Character attributes
Essence
DEFINITION: Boston.com is the region’s leading
digital destination for information about our
community, and active involvement in it –
free, wide open to all, and comprehensive.
DIFFERENTIATION: This is where you get the
best and broadest coverage of breaking news
and things to do; stay connected to the
community conversation; and find exclusive,
top-quality news, sports, and entertainment
content from the newsroom of The Boston
Globe. There is no better place to find local
deals or make transaction that provide
access to area events.
Resourceful
Entertaining
Straightforward
Friendly
Credible
DELIVERABLE: Here, Greater Boston comes
together to explore all this community has to
offer and to contribute ideas, opinions, and
information of their own.
21
Connecting
you to a
greater
Boston
1
Research: Words that describe BostonGlobe.com
Total
Cancelled
Subs
22
1
People love the visceral
experience of reading a
newspaper…
They love getting
reading experience.
lost in the
40%
1
“I would miss the print edition of my
newspaper if it was no longer available.”
35%
30%
25%
20%
15%
10%
5%
0%
Strongly Disagree
Somewhat Disagree
Neither Agree or Disagree
24
Somewhat Agree
Strongly Agree
1
25
1
26
1
27
1
28
1
29
1
30
1
31
1
US tablet installed base, 2010-2012
40.6 M
Installed base
% of population
24.0 M
12.8%
9.7 M
7.6%
3.1%
2010
2011
32
2012
1
We are not just digitizing print… we
are
transforming print.
experience of print
and advantages of technology.
Connecting the
1
34
1
35
1
36
1
37
1
38
1
39
The Business Model Radical Redesign
1 Establish your ‘WHY’
2 Determine your market opportunity
3 Distill your Value Proposition
4 Prep to test your Value Proposition
2
Consumer research informed audience strategy
Print-engaged favor a format and
editorial approach that resembles a
newspaper, more willing to pay for Globe
content
Online/mobile
engaged
Online/mobile-engaged prefer
‘news surveillance’ activity that draws
them to search engines, links, and other
digitally-directed discovery, could be
attracted at a lower weekly price point
Casual readers prefer to engage Globe
content – some print and some Web, but
less frequently, some willingness to pay
41
Casual
Printengaged
2
One-site
Two-brands
Features
• All things Boston
• Advertiser-supported
• Robust online communities
• Transaction hub: reviews,
tickets and deals
$
42
• The only place to get the
ENTIRE Boston Globe
• Built in HTML5 and responsive
design (no native app)
• Exclusive subscriber features
and benefits
2
Decision support modeling
-1.2
• A framework to help organizations make
tough business decisions
• Provides the confidence to proceed with
an approach to a complex problem in
unchartered territory
• A way to check back on initial objectives,
what was achieved, and how
assumptions play out in the strategy
• Builds internal confidence and focuses
the team on the right things
43
2.2
-0.2
2
2
2
1.
2.
3.
4.
5.
-1
3
Print readership in decline
Audience bifurcated; Disparate motivations
Print-eng will fund innovation for 2-3 years
Low-eng (large %) like print-eng xcpt e-devs
Rev$/appeal for low-eng → Ads (Print+Onl)
2
Lessons from paid
subscription models
2
Subtle “subscriber content” indicators
reinforce exclusivity and value
45
2
Expanding footer ad communicates value in a
noticeable but non-intrusive way
46
2
Prominent free trial placement
Clear commitment anxiety relievers
47
2
All homepage elements page either state
or support the Value Proposition
48
2
Strong Value Focus: Audio test tool allows visitors
to experience the quality difference
49
2
We are not just digitizing print… we
are
transforming print.
experience of print
and advantages of technology.
Connecting the
2
Differentiating BostonGlobe.com
The quality and award-winning journalism
of The Boston Globe presented through
new “responsive design” technologies; an
innovative website that will accommodate
any users’ mobile device.
BostonGlobe.com Key Features:
•
MySaved for offline reading
•
Adaptive design
•
Archives (access for members dating
back to the 1800s)
•
Touch enabled features
•
Limited advertising
•
Front page gallery (last 30 days)
51
2
Premium, thoughtful Globe content
on a new platform designed for the
digital reading experience
52
The Business Model Radical Redesign
1 Establish your ‘WHY’
2 Determine your market opportunity
3 Distill your Value Proposition
4 Prep to test your Value Proposition
3
Value Proposition
The primary reason why your ideal prospect should buy from
you rather than your competitors.
1. You are fundamentally answering a first-person question posed in the
mind of your customers.
2. Your Value Proposition is not a complete list of product/company benefits.
It is a focused expression of the most compelling force inherit to your
product/company value.
3. A Value Proposition cannot be all things to all people. It states the unique
appeal of an offer/company to a specifically defined prospect type.
4. A Value Proposition has a specific action in mind. It is seeking to answer
“why” for a specific “what.”
5. A Value Proposition must differentiate you from your competitors. In at
least one way, you must have an “only” factor.
3
The Value Proposition Spectrum
55
3
BostonGlobe.com Value Prop Considerations
•
Who are BostonGlobe.com prospects?
•
Home delivery subscribers? Boston.com
registrants? Boston and Greater Boston
residents? Particular age group,
motivation? Other?
•
How do you know you are reaching each
of them, and if reached, targeted with
the best Value Proposition?
•
Prospect segments can be identified and reached by different channels
•
•
Website, display, email, search and others
Core value proposition needs to be tested with each of this channels in order to be
able to understand
•
What aspect/benefit of BostonGlobe.com each of these segments value more?
3
The Reality Check
We need a framework to connect
company strategy and internal
objectives with what your customers
actually believe.
3
Value Proposition: Draft 1
A subscription to BostonGlobe.com is the only way to get
complete access to the full content from the region’s largest
newspaper in the way, and on the device, most convenient to
you.
The Boston Globe’s experts connect you to the issues that you
care about – local news, politics, sports, the arts and more –
delivering award-winning investigative reporting, analysis, and
reviews as we have for more than 140 years.
58
3
Value Proposition Analysis
A subscription to
BostonGlobe.com is
the only way to get
complete access to
the full content
from the region’s
largest newspaper
in the way and on
the device most
convenient to you.
Appeal
Exclusivity
Credibility
Clarity
Responsive
design has
tech-savvy
endorsement
High-interest
content
(sports and
traffic- driving
stories) are
featured on
both sites
Largest
newsroom
Complete
access to sports
is on BG.com
Integration of
Globe on
Boston.com
implies the
content is
there
BG.com isn’t
convenient to
all, on all
platforms
Some high
interest
content
(deaths,
sports agate)
isn’t on the
site
59
Site users
perceive all
content is on
Boston.com
Some users
perceive
content is
missing from
BG.com
Member
center serves
both brands
3
Value Proposition Analysis
A subscription to BostonGlobe.com is the only way to get
complete access to the full content from the region’s largest
newspaper in the way and on the device most convenient to you.
Appeal
1
2
3
4
5
APPEAL
EXCLUSIVITY
Clarity
Exclusivity
CREDIBILITY
CLARITY
Credibility
60
3
Value Proposition Analysis
The Boston Globe’s
experts connect you to
the issues that you care
about – local news,
politics, sports, the
arts, and more –
delivering awardwinning investigative
reporting, analysis, and
reviews as we have for
more than 140 years.
Appeal
Exclusivity
Credibility
Issues listed
are those that
top in surveys
Investigative
stories also
posted to
Boston.com
We are 140
years old
All sports
posted to
Boston.com
61
History of
winning awards
Investigative
reporting that
brings change
Clarity
3
Value Proposition Analysis
The Boston Globe’s experts connect you to the issues that you
care about – local news, politics, sports, the arts, and more –
delivering award-winning investigative reporting, analysis, and
reviews as we have for more than 140 years.
Appeal
1
2
3
4
5
APPEAL
EXCLUSIVITY
Clarity
Exclusivity
CREDIBILITY
CLARITY
Credibility
62
3
What are we missing?
And what additional Value Proposition
distinctions emerge?
3
NOW
64
3
NOW
65
3
NOW: Boston.com
• Strong preference for breaking news
• ‘Snacking mode’ online/mobile-engaged readers
• Engage content on devices as part of a wider
‘news surveillance’ activity
• Spends less on fewer sources of news
66
3
KNOW: BostonGlobe.com
• Breaking news of consequence
• Deep links to past coverage, other resources
• Prefer to engage Globe content in a print-like
experience, favoring a format and editorial approach
that resembles a newspaper, even though they are
eager users of new technology
• Spend the most on content and experiment the most
with media products
• Doesn’t need to be alerted to everything that
happens; need context to know significance
67
The Business Model Radical Redesign
1 Establish your ‘WHY’
2 Determine your market opportunity
3 Distill your Value Proposition
4 Prep to test your Value Proposition
4
Value Proposition optimization
1. Identify optimal channels for Value
Proposition testing
• Article stubs, highlight bar 1st free click,
and display
2. Draft main Value Proposition
statement
• Use the Value Proposition spectrum!
3. Draft 2-3 variations of main Value
Proposition
• Consider current prospect segments as well
as non-traditional segments too
4
Value Proposition optimization
4. Implement tracking of traffic and conversions by channel
and context
• Channel Tracking: Analytics reporting allows visibility of traffic and
conversion by channel and context on a high level
5. Implement Value Proposition test by channel
• Based on results, determine if another test cycle is needed and run a
follow up test.
• Refine Value Proposition until you it can be articulated in a single,
instantly credible, sentence
6. Frequently test the Value Proposition (i.e. every year)
• A Value Proposition is not determined; it is discovered and it evolves
4
Execution: Next steps?
Value Proposition discovery
• Confirm channels
• Determine option for context tracking
• Work on main Value Proposition statement and variations
• Implement tests based on optimization project timeline
Technical solution
• Kickoff project with technical team (gather requirements)
• Create/share documentation (use cases, style guides, etc)
• Define timeline
• Replicate registration flow
4
So what did we come up with?
4
Value Proposition: Control
With BostonGlobe.com, you get:
•
•
•
•
•
•
The FULL story all day: Enjoy the same high-quality, in-depth journalism you get in the print
edition – plus breaking news that's updated 24/7.
A truly reader-friendly format: It's online news that looks and reads just like the newspaper
– uncluttered, uninterrupted, and easy on the eyes.
Breakthrough technology: The responsive design automatically adapts content so it always
reads perfectly on the digital device of your choice – view the demo to see it in action.
The My Saved feature: The ability to save articles for offline reading – no Internet access
needed.
Exclusive insider-only access: Become a Boston Globe Insider and enjoy VIP access to
exclusive content and special events with editorial staff, as well as offers and invitations from
Globe partners and advertisers.
A century's worth of archives: Access to digital content dating as far back as the 1800s.
Get the story when it breaks – plus timely updates as it evolves – from the largest newsroom in
the region and award-winning journalists you trust.
73
4
Value Proposition: Optimized
With BostonGlobe.com, you get:
• Complete access to full content from the region’s largest newspaper
• The option to read on any device of your choice, online or offline
• Access to the issues that you care about – local news, politics, sports, the
arts, and more from The Boston Globe experts
• Award-winning investigative reporting, analysis and reviews
• Access to The Boston Globe Archives dating back to the 1800s
• Over 140 years of expertise that makes The Boston Globe the most trusted
source for your local news.
74
4
Control
• Original Value
Proposition copy
4
Treatment 1
• Same layout as control
except for updated Value
Proposition
• Objective: Test the
effectiveness of a stronger
Value Proposition on all
channels
4
Treatment 2
• Value Proposition copy
moved to the top half of
the page
• Objective: Test the impact
of value above the fold,
presented before pricing.
T1
T2
78
4
4
Stay tuned for results…
The Business Model Radical Redesign
1 Establish your ‘WHY’
2 Determine your market opportunity
3 Distill your Value Proposition
4 Prep to test your Value Proposition
Questions?
Thank You
The Boston Globe
An optimization-based business model radical redesign
Peter Doucette
Executive Director of Circulation
Sales & Marketing
The Boston Globe
Pamela Markey
Director of Marketing
MECLABS
Experiment: Background
Experiment ID:
Location:
Test Protocol:
Research Notes:
Background:
Objective:
Primary research question:
Test Design:
85
Lightest blue
R:0, G:145, B:204
Medium blue
R:0, G:105, B:150
Light blue
R:0, G:131, B:185
Dark blue
R:0, G:94, B:130
86