Presentation
Brief Individual Presentation
I am a creator of Dandelion will manage the UAE-based Magazine. As a graphic designer, I usually create magazines for customers to help them become publicans, but I want to develop my own. This is a passionate endeavour because my neighbourhood has a genuine need, and COVID-19 showed me that students, especially young ladies, were lonely. Creative, colourful designs were my only way to assist. Dandelion magazine will be unique by giving the local females opportunities to write or get inspired by addressing their mental health issues. According to the Centre for Disease Control and Prevention [CDC] (2022), one in six (2–8-year-old) children is diagnosed with a mental, psychological, or cognitive problem (17.4%). Boys were more probable than girls to have a mental, behavioural, or cognitive disability among children aged 2 to 8 years (CDC, 2022). As such, the magazine will specialize in edutainment and other forms of education.
Mission: Dandelion magazine’s mission is to get girls excited about their world and speaking openly about their feelings creatively.
Brief Characterization of the Abu Dhabi Market
There is high mental health in children and kids within the GCC. According to the Economist Impact (2022), about 65% of young Arabs say they know someone who is suffering from mental health issues, such as anxiety and depression. Moreover, 54% say quality medical care for mental health issues is difficult to access in their country (Economist Impact, 2022). On the other hand, 50% of Arab youth say there is a stigma around seeking medical, care for mental health issues (Economist Impact, 2022). However, 28% say personal relationships are the biggest source of stress among youth in the GCC with 1 in 5 children suffering from mental health issues and nearly 70% of these children getting little or no help (Economist Impact, 2022). This market suits the Dandelion magazine’s objectives and goals as indicated above.
Marketing and Competitor Analysis
Positioning
Every youngster has the chance to share their story in Dandelion. The magazine assists children in understanding and expressing their emotions and sentiments (McBride, 2022). Therefore, the magazine will act as a portal with material created by children for children.
Porter’s 5 Forces
Competition in the Industry: There is moderate rivalry among competitors. There is no competition in Abu Dhabi for a kids’ magazine. The only magazine is in Dubai, hence, no other magazine distributed in the schools at the moment.
Power of Customers: There is moderate bargaining power of buyers because of the potential advertisers will be interested in the school distribution.
Power of Suppliers: There is low bargaining power of suppliers since there are many local printing companies, and the magazine can negotiate favourable rates. As such, the firm will help the suppliers in fulfilling their corporate social responsibility (CSR) goals by becoming involved with the magazine.
Substitution Risk: There is moderate risk of substitution because it is possible that other magazines with the same topic could enter the market. Having access to school distribution is something that will require time.
Potential of New Entrants into the Industry: There is high competition in the publishing industry could be fierce. Big publishing houses could decide to produce a similar magazine.
SWOT Analysis
Strengths: Abu Dhabi is a family-oriented city. Parents are also very concerned about their children and are willing to afford things that support their mental, physical, and emotional health.
Weaknesses: Publishing competition is fierce; it is not inexpensive to run a magazine. The firm will need advertising or sponsorship with companies whose values align with it.
Opportunities: Since Abu Dhabi is a family-oriented city, people will support the endeavor. If the firm works with the schools, the company will have an immediate and extremely brand loyal market share.
Threats: Publishing houses in Dubai are always looking to take a piece of the market by copying a working formula. We will need to remain very present in the market to retain advertisers and sponsors. This is also something that Dubai publishers cannot do to compete with us because we are a local business.
Business Opportunity
In the greater Abu Dhabi town, there is a social and mental need with regards to Dandelion key activities. In this case, the Dandelion will fill this need by providing the necessary resources for schools and teachers since most Dandelion magazines deals with the real mental health concerns (Trotta, 2021). For parents, Dandelion will provide a tool to begin the at times hard conversation that may stop decades of suffering of kids from mental illness, thus, saving their kids’ lives.
Business Plan
Strategic Goals for an Average Period of 3 Years
Targets: The targets for revenue, no of customer with regards to growth, and gross margin are as shown in the figures below (see Figure 3-5).
From the above, the projected revenue collection for the Dandelion magazine is 2023 Goal: AED10 m, 2024 Goal: AED30 m, and 2025 Goal: AED50 m.
From the above, the projected number of customers for the Dandelion magazine is 2023 Goal: 500, 2024 Goal: 800, and 2025 Goal: 1500.
From the above, the projected gross margin from sales and cost of production for the Dandelion magazine is 30%, 35%, and 40% for 2023, 2024, and 2025 respectively.
Strategy for winning moves for revenue: (1) to successfully integrate 3 key acquisitions strong subscription model that generates 2 times the industry average. (2) To launch the company’s core product to customers in other parts of UAE apart from Abu Dhabi. (3) Monetize Dandelion’s internal database technology solution.
Canvas Matrix
Key Partners
The key partners include:
- Abu Dhabi Educational Council
- Abu Dhabi International School Sports Association
- Abu Dhabi Sports Council
- Department of Community Development
- Family Care Authority
- Early Childhood Authority
- The International Schools Association
Key Activities
The key activities will involve creating content for the magazine and website, generating relationship with schools and communities, and crafting teaching tools for teachers.
Key Resources
The key resources to be used in the business plan include: Graphic designers, web designers, photographers, illustrators, editors, social media content creators and animator.
Value Proposition
The Dandelion magazine will be 100% recycled paper, thus, providing a full sustainable waste management of its products. Since there are high mental health issues among kids within the age of 5-17, there is a need for edutainment among this age group (Treisman, 2019). According to United Nations report, women and young girls are disproportionately burdened with unpaid household labor, limiting their economic viability (UN, n.d.). Through the magazine, young girls will be inspired to address their mental health issues at as they find valuable educational lessons through the magazine.
Customers Relationship
Customer acquisition: Through engaging young ladies in schools, content marketing, conducting highly targeted advertising, and establishing a lead-generating website that reaches social media, as the bulk of the target audience are Gen-Alpha individuals who love social media groups.
Customer retention: In order to retain clients, it is necessary to give discounts and promotions. It will encompass utilizing social media sites to operate coupon ads and constructing an email drip campaign that reimburses subscribers for connectivity to their mailboxes with a limited-time offer.
Channels
- TikTok
- Instagram
- Snapchat
- YouTube.
Customers Segmentation
The graph below shows the customers segmentation as illustrated below.
Geographic: Only girls within Abu Dhabi geographic location.
Demographic: Girls aged 5-9, Teachers, Parents, and Thought Leaders to allow their kids to be in the program.
Psychographic: Girls and families from Islamic religion practicing Sharia Laws and regulations of business ethics as stipulated in the UAE licensing laws. The lifestyle of the target members would be average to high income earners, with positive character values.
Behaviour: No specific behavioural characteristic will be used.
Cost Structure
The cost structure for the business plan is as stipulated in the table below (see Table 1).
Table 1: Cost structure budget
Revenue Streams
The revenue streams for the business plan is as indicated in the table below (see Table 2).
Table 2: Revenue streams
Personal Reflection
I’ve always desired to be an important member of a team that focuses on the creative parts of human life. When I say dealing with creative elements, media communication is the only efficient means to do it nowadays. Whether it is a newspaper, a magazine, a blog, or a video blog, I feel obliged to produce something that aesthetically communicates to people and helps improve the world. I only know how to do this via design. I am grateful to my family, friends, and colleagues in Abu Dhabi and the local media for their creative support, encouragement, and pushing me to my absolute boundaries. Without their unwavering support and contributions, it would not be feasible for me to create this magazine to help all the girls who come after me.
References
Centres for Disease Control and Prevention. (2022). Data and statistics on children’s Mental Health. Web.
McBride, C. A. (2022). Dandelion futures: creative anxiety and making art in the digital age. New Writing, 1(1), 1–12. Web.
The Economist Impact. (2022). Together for mental health: Towards a sustainable and scalable model of mental health care in the United Arab Emirates. Web.
Treisman, K. (2019). Binnie the Baboon anxiety and stress activity book: A therapeutic story with creative and CBT activities to help children aged 5-10 who worry. London, England: Jessica Kingsley Publishers.
Trotta, H. (2021). Utilizing our divine being to reduce feelings of depression/anxiety. New York, N.Y: Hofstra University Press.
United Nations. (n.d.). Women’s job market participation stagnating at less than 50% for the past 25 years, finds UN Report. Web.