Partnership & Distribution Assignment
Anil Gupte
Below is the first draft – please take a look and comment. Feel free to make changes and mail them back. I have also posted this as our assignment, but have not hit the Submit button yet. I plan to write a little bit more under traction.
Partnerships & Distribution
Since we are a distribution mechanism/platform, and our software is free, we don’t really have distributors. Of course our clients include distributors, of content that is. They use our platform to distribute either their own content or that of others. So we categorize them into (a) Content-Owners (b) Distributors and (c) Affiliates. Licensees are those who license content from others (probably multiple content-owners) for distribution on our platform but don’t really own the content. Affiliates take content already on our platform and earn a commission for distributing it to their own contacts or niche markets.
So, our partnerships are a continuum where the Content-Owners are really customers who we can treat as partners (below, I’ll explain why); and the Affiliates are purely partners. The Licensees lie somewhere in between, in that they have the same role as Content-Owners, but the content does not belong to them. This means that we can offer them some partnership models and marketing tools different from Content-Owners. Importantly, we expect that many Distributor class partners will already have content they have licensed and may be distributing it through other existing channels – ranging from DVD distribution to Streaming Video.
Why do we call Content-Owners and Distributors our Partners? The unique business model of L3 places us in a position that we make money only when the Content-Owners or Distributors make money. Thus, it is in our interest to ensure that the content is marketed well. If certain content is not doing well, we may have to market it ourselves instead of relying entirely on the Content-Owners or Distributors efforts.
For Content-Owners (and for some Distributors) we have come up with several marketing plans – an example can be seen in this downloadable presentation: http://www.layer3media.com/Downloads/MarketingPlans.pptx
For the Distributors, we have come up with several business models which are too complex to be described here. However, in short they include customized packages such as a custom website, “pre-affiliated content” and marketing support. An example of a typical business model that we call the “Entrepreneur Model” is described in this downloadable document. http://www.layer3media.com/Downloads/L3-EntrepreneurProgram.docx
The other significant category of partnerships we need are with Advertisers. We believe that at least initially, people will use our L3 platform in the “Free-with-ads” mode. Thus, as much 80% to 90% of revenue in the early years will come from Advertisers. Initially, because our audience will be spread out, we will focus on global advertisers. As we build critical mass in each demographic, we will try to find corresponding advertisers. A detailed presentation for advertisers can be downloaded here: http://www.layer3media.com/Downloads/Opportunity for Advertisers - L3.pptx
Traction
Our most popular program has been the Entrepreneur program (above). Several film industry insiders, who don’t own content, but have the trust and connections in this industry have put together collections of content from multiple film producers. We are now helping to put up their websites with the L3 versions of the content and at least two will be launched shortly.
Thanx & Regards,
Aniruddha (“Anil”) Gupte
“We give, not to receive, but so that Miracles occur in others lives” – Anonymous
“We make a living by what we get, but we make a life by what give.” – Winston Churchill
Anil Gupte
Alice:
Note that I have addressed your question on the Streaming sites – they would be classified as Distributors who would probably choose our Entrepreneur Program and perhaps also as affiliates.
Thanx & Regards,
Aniruddha (“Anil”) Gupte
"We are what we repeatedly do. Excellence, therefore, is not an act, but a habit."
Anil Gupte
Submitted! The link is: https://venture-lab.org/venture2/reports/137170
Also attached as a Word Doc.
Thanx & Regards,
Aniruddha (“Anil”) Gupte
"We are what we repeatedly do. Excellence, therefore, is not an act, but a habit."
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