Internal planning for growth

BPS worked with a small dynamic publishing company to devise a growth strategy to enable the company to replicate its success across London producing local lifestyle magazines in print and online formats for key affluent areas in North-West London and parts of Kent. Historically the company published 4 bespoke titles, adapting the content of each on the basis of the local areas they are distributed within.

The scope of the project included:
• providing access to appropriate postcode data which were researched, and analysed to establish the parameters for the business’ growth strategy;
• determining a growth strategy premised on scalability to maximise profitability and efficiency; and
• provide access to first hand experience of the publishing industry as the specifics of the sector were anticipated to drive the company’s strategy for growth.

The work led to 4 specific outputs that provided the client company with a strategy, know-how and methodology to enable it to extend its reach across new London markets in line with the initial project brief:
1. Market segmentation and competitor analysis to identify opportunities in other areas;
2. A scalable growth strategy to extend the company’s reach premised on maximising efficiency and profitability;
3. Identification of additional opportunities and appropriate business models to leverage the equity of the company’s brand as a separate asset;
4. Identification and costing of additional resource required for implementation, together with an understanding of how this additional resource may be brought into the business.

As a direct result of working with BPS over a 2 month period, the client is now busy implementing a new market entry strategy, the benefits from which will be quantifiable as security of sales, increased profits, and an increase in regional sales through agency bookings which could generate about a 5% increase in turnover, rising to a 10-20% increase in the longer term when more areas are covered.

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