ASM Resources Inc' New Publishing Initiative

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ASM Resources Inc.New Publishing Initiative

• Presentation by
• Peter D. Rizik, D.Sc.
• ASMR President and CEO
• F. Hill Slowinski, J.D.
• Chair, ASMR Editorial Advisory Board

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January 2001 WBP Session Money vs. Mission?
Cross-Pollinating Commercial and Nonprofit
Publishing

• Typical not-for-profit publishing advantages

• A low-cost cooperative communication channel for
  members
• A test or survey audience
• Volunteer, expert technical advisors

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January 2001 WBP Session Money vs. Mission?
Cross-Pollinating Commercial and Nonprofit
Publishing

• Typical not-for-profit publishing advantages

• Actual retail sales outlets through chapters
  and branch offices
• Traveling exhibit caretakers
• New product launching pads

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January 2001 WBP Session Money vs. Mission?
Cross-Pollinating Commercial and Nonprofit
Publishing

• Strategic Planning
• Identify who you are
• Define your mission
• List your strengths and weaknesses
• View external and internal environment
• Project environment affecting customers
• Identify resources 

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ASM Resources Inc.New Publishing Initiative
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ASM Resources Organizational Planning Objectives

• Understand the information products business
  model
• Clarify product positioning strategy
• Identify potential editorial board participants

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ASMR Information ProductsBusiness Model
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Target Audience Study (11/2001) Survey Methods
and Objectives

• Conducted 400 telephone interviews to
  product-based companies 100 interviews to
  venture funds
• Clarified target purchaser and product buying
  habits
• Identified a product positioning strategy for ASMR

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Survey Results

• The lack of regular reliance on external research
  sources creates a lukewarm reception to this new
  information resource.
• Response is still positive at 42, and
• 35 are open to consideration.

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Characteristics Identified by Survey
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Survey Results

• While there is marginal reception to the proposed
  new product, if it proves to be a viable,
  dependable resource, respondents are willing to
  pay at the high end of the spectrum.
• The key purchase criteria will be the contents
  (63) and the quality of information (47).

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Survey Results

• The target audience considers ASM a credible
  resource to produce the original research report
  on biotechnological tools which respondents have
  been discussing in this study.

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Study Conclusions

• The proposed new product has reasonable market
  potential with 42 having a positive reception.
  Additionally the audience indicates an
  unidentified need for such resources.
• Much of the audience is not accustomed to relying
  on external resources and will need to be
• Educated about the value
• Provided with a high quality, insightful and
  unique product

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Product Positioning Strategy
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Product Development Challenges

• Focus on customer need
• Reinforce ASM brand, quality
• Position product at high-end of the market
• Topics should reinforce ASMR business, investment
  strategy

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Comparative Product Coverages
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Features of Best Topics

• Clear market demand
• Differentiated from other reports
• Demonstrate ASM expertise
• Contract research agency expertise
• First topic/product will set the standard!

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WhyProposed Topic 1

• Timely market implications
• Differentiated from other market research
  products
• Clear ASM expertise
• Marketing partner has expertise on this topic
• Reinforces ASMR investment strategy

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Major Concerns

• Product is outdated as soon as it hits the
  shelves
• Effective project management
• ASM brand is required to sell the product
• Must measure success before repeating the process
• Marketing and sales

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Marketing and Sales

• Goal Sell X reports at a set price
• Requires a direct sell, biotech expertise
• Versioning options
• Branding strategies (ASMR Report)
• Utilize the resources of the ASM

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Editorial BoardandBusiness Structure
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Organizational Structure
Contract Authorization
Contract Authorization
Editorial Advisory Board
Market Research Partner
CEO
CEO
BioPlan
Editorial Board
Associates
ASMR Director
ASMR
Communications
Communications
Communications
Communications
Project Manager
Sales
Sales
Volume Editors / Contributors (Specialized content
)
Production
Production
Editorial
Support
Support
Marketing
Marketing
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ASMR Director

• Oversees product development
• Ensures timely completion of projects
• Communicates vision to all divisions
• Bridges contract research and writing tasks

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Editorial Advisory Board Role

• Identify topics and authors in areas of emerging
  interest
• Segment the markets
• Counsel on specific marketing opportunities
• Advise on new report initiation

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Volume Editorial Board Role

• Segment market in more detail
• Identify section editors/authors
• Integrate materials
• Author the overview and prefaces

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Identifying AdvisoryBoard Nominees

• Vary the Expertise to Match the Topics
• Balanced Representation of Sectors
• Government
• Industry
• Academic
• Public

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Points for discussion

• Comments on business model
• Comments on product positioning
• Suggestions on how to set up an editorial board

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ASM Resources Inc.New Publishing Initiative

• Presentation by
• Peter D. Rizik, D.Sc.
• ASMR President and CEO
• F. Hill Slowinski, J.D.
• Chair, ASMR Editorial Advisory Board