“Inspiring and supporting the UK startup community” 435,856 new businesses registered in 2011, up from 384,981 in 201

1. Brand definition “Inspiring and supporting the UK startup community” • 435,856 new businesses registered in 2011, up from 384,981 in 2010. • Of these 2011 startups, 37% were run by women, up from 33% in 2010. • 95% increase in female market businesses since 2009 – increase in popularity of thrift clothes and locally made produce. • 46% increase in university leavers who described themselves as self-employed or freelance between 2007 and 2010. • In the same time there was a 6.5% increase in entrepreneurs between the ages of 25-35.

2. Brand definition However • Startupbusinesses tend to stay on a small scale with on average only 2% of businesses grow to employ more than 25 people. • Only 44% of businesses started in 2005 were still afloat by the end of 2010. Motivations for starting up a business • In a survey carried out by Business Centric Services Group, 49% said the desire to be their own boss was the motivation for setting up on their own. • 41% say they feel they can make more money running their own business than working for someone else.

3. Brand definition Business concerns • High inflation and rising utilities bills – increased costs of running business • Difficulty of getting bank loans in recent times – some business owners claim it has hindered the growth of their businesses. • Also led to many people setting up businesses using credit card loans alone and funding their businesses through upfront payment e.g. bespoke suit maker. Our demographic • Between 21-40 • Web savvy • Price conscious • More male, with a sizeable female readership as well

4. Reader profile 1 • Joanne, 31 • Makes and sells fabric party bags • Needs – budget saving advice, info on government reforms/tax, using social media, how-tos, where-tos • Parent, her business and children don’t give her time for hobbies • She works from home • Reads trade and local business magazines and uses social media – Twitter, Facebook and blogs

5. Reader profile 2 • Chris, 39 • Teaches cycling skills and maintenance courses, owns bike workshop • Needs – information on small businesses and the less glamorous side of business • Hobbies includes cycling and music • Works at office and workshop • Reads Business Link website (government) and uses Twitter

6. Brand positioning • Accessible, practical, innovative What makes us different: • We want to be more informal than other titles on the market • We are aiming our content at companies with a lower turnover • You do not have to have a business degree to understand our advice • Content written for people running their own businesses who don’t consider themselves businessmen or women

7. Brand positioning Circulation figures for competitors: • Business Life: 79,213 (ABC 2011) • Wired: 50,150 (ABC 2011) • Economist: 203,000 (NRS 2010) • Moneywise: 23,000 (NRS 2008) • The Week: 183,617 (ABC 2011) • Real Business: 41,000 (own website) • Business Matters: 47,000 (own website) • Fast Company: 738,950 (US) • Inc: 710,106 (US)

8. Brand personality Concise editorial; bold design; an engaging and accessible tone. Magazine pillars: Switch On Toolbox Features Tech Switch Off

9. Brand personality

10. Brand personality Key printing points: • 36 pages • Matt finished front and back covers – coated, 160gsm? • A4 • Colour throughout • Saddle stitched

11. Online • Embedded Twitter feed & LinkedIn discussions • Blog - Opinion, debate about ongoing trends in the industry, guest bloggers- success stories. • Video Content- Upstart TV, TED Video of the Week, Upstart Video Diary • A Day in the Life- Shadowing a start up business for the day to see what their day to day business is like. • Regular How-To and Top 5 articles • Podcast - bi weekly downloadable podcast including round table discussions, guest expert to join in, questions from twitter sent in by the upstart readership. • Archive - back catalogue features/articles from past issues- updated accordingly.

12. Social media • LinkedIn groups (making connections/friends) • Subgroups for regions of the UK, encouraging discussion/Upstart meetups • Discussions on business problems, how to start up, expansion, technology • Friendly: can ask Upstart team for advice • Live Facebook and Twitter chats with experts • Print best Facebook/Twitter reactions in magazine

13. Brand promises • We will always promote the value of entrepreneurial spirit • We will never underestimate the risks people are taking in starting their own business • We will help people improve their businesses by providing comprehensive business advice

14. Distribution Policy • Monthly magazine • Cost of £3.80 • Promotional cost for the first issue of £2.50 • Considering the circulation figures for market competitors, we are aiming for a circulation of 30,000 • We are aiming for 100,000 unique users to our website a month and access to our website will be free - As our magazine is very niche we expect most of our readers will be subscribers with a subscription to newsstand sales ratio of 70:30 (21,000: 9,000) • We will offer two subscription packages: one for 6 months and one for 12 months • The 12 month subscribers will get a larger discount 6 month subscription = £17.10 (25% discount) 12 month subscription = £27.36 (40% discount)

15. Brand extensions • Potential for magazine awards • Networking events • Business award grants • Step-by-step training guide available for purchase