Table of Contents

1. Cover
2. Preface
3. Part I: Understanding the Basics of Digital Entrepreneurship
   1. 1 Gutenberg to Zuckerberg
      1. Defining a Media Enterprise
      2. How Innovation Drives the Business Models of Media Companies
      3. What Is the Difference between Disruptive versus Sustaining Innovation?
      4. Innovators and Entrepreneurs: A Comparison
      5. Mark Zuckerberg: Innovator and Entrepreneur?
      6. Summary
   2. 2 The Story Behind the Numbers
      1. The Basic Economics of Book Publishing
      2. Digging into the Numbers: Understanding the Story behind Financial Statements
      3. What Does the Income Statement Reveal about Profitability?
      4. The Balance Sheet: What Are the Most Valuable Assets and Most Onerous Liabilities?
      5. The Cash Flow Statement: How Does a Company Make and Spend Money?
      6. Go Set a Watchman and HarperCollins: An Update
      7. Summary
   3. 3 What Is a Company Worth?
      1. What Affects the Value of a Media Company?
      2. How Investors Place a Price Tag on a Company
      3. Who Are Today’s Media Investors?
      4. How Do You Calculate a Return on Your Investment?
      5. Summary
   4. 4 The Transformed Competitive Landscape
      1. What Are the Various Stages in the Life of a Company?
      2. How the Imperative to Grow Affects Strategies
      3. How the Pace of Change Affects Strategies in the Digital Age
      4. How the Internet Challenged Existing Market Structures
      5. Has the Internet Changed Everything? What Is the Business Model Going Forward?
      6. MTV, Vice, and the Future of Viacom
      7. Summary
4. Part II: Creating Sustainable Strategies and Business Models
   1. 5 A Strategy for Dealing with the New Business Imperatives
      1. What Are the Emerging Business Models?
      2. Creative Destruction
      3. Creating a Business Plan from Scratch
      4. What Are the Strengths and Weaknesses of the Current Business Model?
      5. What Are the Components of a Sustainable Digital Business Model?
      6. Summary
   2. 6 Defining a Unique Value Proposition
      1. The Netflix Story: Three Value‐based Strategies
      2. Why All Companies Need Unique Value Propositions
      3. Steps to Creating a Value Proposition
      4. Translating Value into Profit
      5. Disruptors of Media Value Propositions
      6. Summary
   3. 7 Understanding Customer Relationships in a Digital World
      1. Segmenting Customers
      2. Targeting Customers
      3. Applying Targeting and Positioning: Types of Purchasers in the Life‐Cycle of a Product
      4. Categories of Customer Relationships
      5. Considerations in Designing Customer Relationships
      6. Evaluating Profitability
      7. The Importance of Customer Loyalty
      8. Summary
   4. 8 Reaching Current and New Customers
      1. The Problem of Drift
      2. What Are the Channels in Marketing?
      3. Evaluating Customer Acquisition and Retention by Channel
      4. Changing Customer Behavior and Media Consumption
      5. Tools to Reach Your Customers
      6. Evaluating Effectiveness and Efficiency of Channels to Reach New and Current Customers
      7. How Customer Experience Affects Loyalty and Brand Attachment
      8. Summary
   5. 9 Competing in a Networked World
      1. Media Economics on Steroids: How to Measure Infinity?
      2. Contested Boundaries: Battle of the eBooks
      3. The New Economics of Networks and Networking
      4. The Art of Collaboration in a Competitive World
      5. Summary
   6. 10 Investing in Key Assets and Capabilities
      1. Understanding the Different Media Environments
      2. Identifying the Key Resources Available to Your Company
      3. Developing a Digital Strategy Map and Framework
      4. Digital Transformation Pathways and Strategies
      5. Building a Profitable and Sustainable Business Model
      6. Four Small Companies at a Strategic Crossroads
      7. Summary
5. Part III: Leadership in a Time of Change
   1. 11 Entrepreneurial Leadership and Culture
      1. Why Is Organizational Culture So Important?
      2. What Are the Types of Structure and Culture Found in Organizations?
      3. What Organizational Structure and Leadership do Media Companies Need in the 2.0 Era?
      4. What Is the Best Way to Use Teams?
      5. What Qualities Make for Successful Leaders?
      6. Summary
   2. 12 What the Future Holds
      1. What We Know So Far
      2. The Current State of Business
      3. So You Want to Be a Successful Entrepreneur?
      4. What We Still Don’t know
6. How to Use the Complementary Instructional Website
7. References
8. Index
9. End User License Agreement

List of Tables

1. Chapter 01
   1. Table 1.1 Laying the foundation for a sustainable and profitable business.
2. Chapter 02
   1. Table 2.1 News Corp divisions and revenue, 2015 (in million $).
   2. Table 2.2 Price of hardcover versus e‐book, 2014.
   3. Table 2.3 News Corp revenues, 2014 and 2015 (in $ millions).
   4. Table 2.4 HarperCollins revenues, 2014 and 2015 (in million $).
   5. Table 2.5 News Corp expenses, 2014 and 2015 (in million $).
   6. Table 2.6 HarperCollins expenses, 2014 and 2015 (in million $).
   7. Table 2.7 News Corp EBIT, 2014 and 2015 (in million $).
   8. Table 2.8 HarperCollins EBIT, 2014 and 2015 (in million $).
   9. Table 2.9 EBITDA for News Corp, 2014 and 2015 (in million $).
   10. Table 2.10 EBITDA for HarperCollins, 2014 and 2015 (in million $).
   11. Table 2.11 News Corp net income, 2014 and 2015 (in million $).
   12. Table 2.12 News Corp balance sheet, 2015 (in million $).
   13. Table 2.13 News Corp liabilities, 2015 (in million $).
   14. Table 2.14 News Corp net cash from continuing operations, 2015 (in million $).
   15. Table 2.15 News Corp cash from investing activities, 2015 (in million $).
   16. Table 2.16 News Corp net cash from financing activities, 2015 (in million $).
   17. Table 2.17 News Corp changes in cash flow, 2015 (in million $).
3. Chapter 03
   1. Table 3.1 Placing a value on News Corp based on EBITDA multiple, March 2017 (in million $).
   2. Table 3.2 Placing a value on News Corp based on revenue multiple, March 2017 (in million $).
   3. Table 3.3 Today’s media investors: percentage of shares owned by institutional investors.
   4. Table 3.4 Four stock analyses as Snap issued its IPO, March 2017.
4. Chapter 04
   1. Table 4.1 Matrix of industry competition.
5. Chapter 06
   1. Table 6.1 Research methods to understand your consumer.
   2. Table 6.2 Examples of value‐based pricing.
6. Chapter 07
   1. Table 7.1 Types of customer relationships.
   2. Table 7.2 Customer Lifetime Value (CLTV) calculation for three customers of an online streaming company.
   3. Table 7.3 How to calculate a net promoter score (NPS) (%).
   4. Table 7.4 Net Promoter Score Leaders by Sector and Average Sector NPS Scores.
7. Chapter 09
   1. Table 9.1 Media revenue contested boundaries.
   2. Table 9.2 Increase in cost of Google AdWords: 2013–2016.
8. Chapter 11
   1. Table 11.1 Shifting from a manager to a leader.
   2. Table 11.2 Ten principles of executive success.

List of Illustrations

1. Chapter 01
   1. Figure 1.1 Timeline of some major innovations in the print era (1450–1900).
   2. Figure 1.2 Timeline of some major innovations in the electronic era (1920–2006).
   3. Figure 1.3 Timeline of some major innovations in the digital era (1970–2012).
2. Chapter 02
   1. Figure 2.1 Percentage of market share for the Big Five publishers, 2015.
3. Chapter 04
   1. Figure 4.1 The lifespan of technological innovation (S‐curve).
   2. Figure 4.2 Media response to disruptive attacks.
4. Chapter 05
   1. Figure 5.1 SWOT matrix.
   2. Figure 5.2 The components of a digital media business model.
5. Chapter 06
   1. Figure 6.1 Product life‐cycle.
   2. Figure 6.2 Value creation customer profile for digital media companies.
   3. Figure 6.3 Netflix value creation customer profile prior to split of streaming and DVD business.
   4. Figure 6.4 Digital media value offering map.
   5. Figure 6.5 Netflix value offering map after the split of streaming and DVD business.
6. Chapter 07
   1. Figure 7.1 Media and entertainment sample segmentation.
   2. Figure 7.2 Maloney’s 16% rule and the diffusion of innovation.
   3. Figure 7.3 Simple Return on Investment (ROI) calculation for an average customer at an online streaming company.
7. Chapter 08
   1. Figure 8.1 McKinsey consumer journey map.
8. Chapter 09
   1. Figure 9.1 The mass media bubble.
9. Chapter 10
   1. Figure 10.1 From passive to dynamic: the media environments for four digital enterprises.
   2. Figure 10.2 From low to high: the resources available to four digital enterprises.
   3. Figure 10.3 Environment and resources: putting it together.
   4. Figure 10.4 Map of digital transformation for four media enterprises.
   5. Figure 10.5 Moving across the grid: the transformation of theSkimm and the Pilot.
10. Chapter 11
    1. Figure 11.1 The three components of Edgar Schein’s organizational model.

Guide

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