Waadthemagazine.net
A Dissertation Proposal submitted in partial fulfilment
of the requirement for the degree of
The Executive Master of Business Administration
Chapter I. Introduction
Background of the research
The development of the innovative technologies and several platforms in the Internet provide the individual living in the contemporary society with wide range of the opportunities to gain profit. One of this availabilities is reflected in the launch of the startup. While some people prefer to launch physical asset in form of the creation and foundation of the business entity involved in the production of the particular good or delivery of the service, the other group of people stand to the position that the main source of the revenue may exist in the virtual reality - in the Internet. From thus point of view, this paper focuses on the promotion of the online magazine as the type of the business platforms which serves the role of the asset for the owner (Kaiser, 2006). Despite the fact, that some individuals may consider that the ownership of the online magazine is quite easy type of the activity which do not require sophisticated efforts, the reality is quite opposite. The relevant management and promotion strategy aimed at the development of the online magazine should be elaborated and applied in order to promote the platform. Besides, the significant diversity and the overwhelming amount of the information available in the Internet resources in addition to the unlimited access to this data turn the online platforms into the part of the heated competition existing in the Internet (Barry, 2009). In this regard, the managers of the online magazines are quite concerned with the necessity to use the appropriate tools in form of the application of the necessary management skills or the development of the proper advertisement campaigns. These tools may assist in the attraction the attention of the clients towards the product produced, while the permanent control over the performance of the startup should be conducted. This paper dwells on the overview of the strengths and weaknesses of the online magazine Waadthemagazine.net in comparison to the rivals exercising the activity in the Internet. Moreover, the author of the paper suggest to provide the analysis of the skills that the successful manager should have in order to promote the development of the magazines and improve its attractiveness to the relevant portion of the customers (Mao & Oppewal, 2011).
Nowadays, there is a huge amount of the blogs and online platforms such as online magazines which are divided accordingly cased on the topics presented there. In this regard, the managers of these platforms are concerned with the aim to improve the creative and writing skills that may assist them in the promotion of the website (Kaiser & Kongsted, n.d.). Consequently, the breakthrough path of the web design technologies force these platforms stay updated and tuned in order that ordinary customer do not lose the interest to it. From this point of view, the paper is focused to the examination of the role of the Waadthemagazine.net in the life of the youth of Qatar in order to define the strenghts and weaknesses.
In this regard, the author conducts the SWOT analysis of the online magazines Waadthemagazine.net and its impact over the social life of the people visiting this website. Finally, the identification of the customers and competitors in the sphere of operation of the online magazines is analyzed. Thus, the contemporary trends in the development of the blogs and similar web magazines are examined.
Historical background of the launch of the business and SWOT analysis
Waadthemagazine.net is the online magazine launched by some managers in Qatar in order to provide the reliable platform in the Internet where the respectful writers and editors may be engaged in the share of the experience over particular topics. Despite the fact that the project is relatively new, it has attracted the attention of the audience living in Qatar due to the absence of the similar platforms. With that, it should be stated that the online magazine is regarded as the type of the magazines which is published at the social platforms in the Internet. All online magazines can be divided into several types such as the following:
Webzines
Hyperzines
Online newspapers.
The main aim of the introduction of Waadthemagazine.net in Qatar was to draw attention of the population to sucn intersting topics as lifestyle trends, fashion, development of the personality. Due to the fact that the magazine has been launched in 2015, its popularity is not high. Moreover, the coverage of the website should be extended in order to attract the attention of the consumers located outside Qatar. In this regard, the SWOT analysis of the online magazines should be conducted in general. SWOT analysis represents the business tool that assists the enterprises and relevant business models to develop the appropriate in order to turn the business into the successful one within the competetive environment (Fine, 2009). Accordingly, the main purpose of the SWOT analysis is the following:
In terms of the SWOT analysis related to the activity of the online magazines, the SWOT analysis pertains to the next sections and factors:
Strengths
Weaknesses
Opportunities
Threats.
strong economies of scale;
minimal level of the expenses which should be spent to the salaries of the tema of the online mqgazine;
the amount of the investment necessary for the launch of online magazine is not significant;
the advertisement is much more convenient for the promotion of the business via the internet.
In contrast the amount of the factors related to the weakness of the business project in the Internet is high enough:
absence of the direct interaction with the customers visiting the website due to the fact that some people prefer the maintenance of the confidentiality in the creation of the profiles at the websites;
even in the XXI century some people prefer communication in personal dimension rather than to interact through the social media and several online resources;
heat level of the competition;
necessity to renew the appearance of the business model regularly through the month so that to be updated to the innovative developments in the sphere of the web technologies (Goldman & Schmalz, 2006).
However, the launch of the online magazine in the Internet allows for the project in the Internet to obtain the overwhelming amount of the opportunities available:
amount of the customers using the Internet is increasing from time to time;
some portion of the customers prefer to communicate via the internet and enjoy writing the blogs so that the blogs and similar magazines may take this opportunity as the competitive advantage (Kaye, 2010).
Despite the abovementiones analysis, there are no threats in general that undermine the activity of the online magazines operating in different jurisdictions. Coming back to the analysis of the SWOT factors related to the performance of Waadthemagazine.net, the author has identified the following pillars:
advertisement campaign is scarce so that this strategy should be renewed in order to promote the online magazines for the citizens of Qatar and other locations;
the design is attractive and modern in order to deter the designers and other people following several fashion trends. From the perspective of the design performance, the magazine is regarded as interesting and in the compliance with all the rules applicable for the combination of the colors;
the editor of the magazine at the editor’s page tries to interact with the customers directly for the creation of the friendly environment (Coates Nee, 2013).
Besides, the author draw attention to the performance of the popular platform – 500.px. This service is highly popular among the photographers worldwide due to the fact that is allows them to have personal pages, blogs, enjoy the freedom of expression, share the experience and communicate with each other. Meanwhile, the website is not limited to the particulat jurisdiction so that any person may visit it and start surfing without any limitations. Although, the managers of the website have very clear and reasonable strategy aimed at the attraction of the customers as upon the registration there, the new visitor gets all information about the benefits that are accrued with the registration. First of all, the customers obtain the opportunity to purchase and sale the photos to the other visitors. However, there are different packages that may be recieved by the customer: free or paid. The choice of the package directly depends to the aims pursued by the visitor, whether to publish photos and receive the marks for the photos and critical analysis or to obtain new knowledge related to the design, photography, etc. Despite the fact that this website initially was created for the photographers, nowadays it is widely used by the designers, musicians, architects and the photographers. Finally, the website comprises more than ten million of the people having the profiles there due to the fact that it allows them to obtain certain amount of profit, extend the creativity and stay tuned because of the connections with other social media tools. From this point of view, this online project should be regarded as successful one so that other business projects operating in the same industry may take this magazine and blog as the example of the efficient performance.
Research questions
The study of the paper has the aim to answer to the following questions:
1. What skills should the manager of the online magazine have?
2. What strategies should be applied by the manager in order to promote the online magazine?
3. What strengths and weakness have the online magazine in wuestion in contrast to the competitors in this sphere?
Aims and Objectives
The primary aims of this study is to identify the perspective development of the online magazine launched in Qatar in short and long-term dimension. The author of the paper should provide the comparative analysis of this online magazine with the most outstanding platforms operating on this sphere in order to identify the gaps in the performance. Meanwhile, the aim is concerned about the provision of the appropriate recommendations for the application of certain skills and strategies on behalf of the manager of the website as to promote and develop the platform into the source of the revenue.
The following objectives will serve the role of the guiding path towards the achievement of the aim:
Research Limitations
The research study is limited to the framework of the Waadthemagazine.net in order to evaluate the pros and cons of the project. Moreover, the limitations are imposed over the consideration of the historical background of the development of the blog and its further perspectives. At the same time, the researcher of the project pays attention to the abalysis of the competetive environment where the project is realized so that to define what features should be improved by the managers leading to the promotion of the magazine.
Research problem statement
Structure of the research
Introduction: This part of the research study is devoted to the analysis of the main purpose of the research and the basis for the conduction of the research. Furthermore, this chapter of the study is devoted to the analysis of the aims and objectives of the problem.
Literature Review: Through this part of the research proposal the author of the paper provides the analysis of the influence of the Waadthemagazine.net in the formation of the attitude of the customers to interesting topics.
Methodology: This part of the research proposal covers the methods that are used by the author in order to realize the established aims and objectives.
Conclusion: These paragraphs close the examination of the research questions and summarize the main outcomes.
Chapter 2. Theoretical Framework and Analysis
2.1. Methodology
In contrast the method of the comparative analysis is applied in order to determine the positive and negative features of the development of the Waadthemagazine.net as blog and online magazines where there is no limitation as to the usage of the topics, however the editors should identiry as to which topics should be expanded. The method of the comparative analysis implies the consideration of the best practices and projects available in the Internet in terms of the online blogs and magazines in order to demonstrate what promotion strategy is taken by them ("Consumers Beauty Product Purchase Intention: The Moderating Roles of Product Familiarity and Brand Attitude in Blogs", 2012). Based on the comparative analysis, the researcher may come to the conclusion what marketing stratege should be used by Waadthemagazine.net for aatraction more visitors and expand the interest for the magazines out of Qatar as the place of origin. For the comparative analysis, the author of the paper has taken 500.px as the major platform for the photographers publishing the photos and having personal blog pages.
Literature Review
The online magazines are referred to the types of the social media platforms by virtue of which the audience gains the opportunity to share opinions over the topics provided by the editors. In thid case, the relevant skills of the manager owing the platfom should be examined. Despite the fact that some people criticize the extension of the social media nowadays and its intrusion into the life of the individual, one should recognize that these business platforms provide the people with the opportunity to stay tuned to contemporary life of the society. Meanwhile, the amount of the scholars findings about the proper skills that should be used by the managers in the promotion of the business social platform in the internet are not scarce, so that the following overview may be presented.
The being of the successful manager owning the social internet platform in form of the online magazine covers art and proper skills. Given this fact, the Internet is reagrded as the market with the overwhelming amount of the competitors, where the manager should have the competetive advantage in promotion of the platform for the shortest possible period in contrast to the other rivals. At the same time the existence of the relevant management skills are regarded as the valuable asset in this case. Thus, in order to promote and facilitate the development of Waadthemagazine.net in order to reach the total amount of the visitors entering the website up to 100.000 persons at least, the manager should take into account the following skills proposed by several scholars and experts.
The efficient business social manager should enjoy to spend the time at the online resources by qualifying this space as the unlimited source of the information and knowledge. In fact, the majority of the successful business managers supporting the development of the magazines online may express their opinions properly and professionally by virtue of the online instruments in order to stay persuasive (Knight, 2009). Furthermore, the efficient social manager should be completely engaged in the promotion of the magazine so that to have the opportunity to react to the publishing of new posts by the customers. In addition, the manager of the magazine also should be able to provide the technical support for the visitors in case they fact particular challenges related to the proper operation of the magazine through 24 hours. With that, the successful manager should be patient to the customers as they may put the curious questions requesting the adequate reaction from the manager. Thus, the owner of the magazine in terms of the successful management should be able to pay attention to the social platform on the daily basis so that to provide the customers with the support (Indelicato, 2012).
Meanwhile, the maintenance of the certain level of the creativity is regarded as the valuable asset within the ther skills of the manager of the wed magazine. Creativity allows the business units operating only in the internet to be unique in contrast to other rivals. Given the fact that the tendency to the maintenance of the blog writing spreading in the Internet, the efficient manager should be able to deter the attention of the audience and turn the startup into the exceptional one (Craven, 2015). Moreover, creativity is considered to perform the functions of the multitask performance that may be committed on behalf of the manager. The experience of Mark Zuckerberg in the launch of Facebook does not resemble the evidence that any student is able to maintain the similar platform without the proper skills only with the ownership over the platform itself. Thus, the manager having the magazine should have the relavant experience related to the promotion of the business models in the internet. This person should be able to write interesting and right content published in the Internet, publish newsletters, be enrolled in the maintenance of the interesting blogging and communication with the customers via the internet. In addition, the manager of the magazine should improve the skills and extend the knowledge about the promotion of the social platform, in order to stay tuned. Due to the fact that the social media is developing in the fact manner, the owner of the magazine should respond to the developments of the web technologies and then introduce them to the website in order to follow the tendencies (EL-Annan, 2015).
Furthermore, there is a huge variety of the non profits startups in the Internet so that the person having the ownership over the online magazine shouls analyze why some online platforms fail to perform in contrast to the others. Therefore, it is highly important for the efficient manager of the online magazine and blog to take several training sessions aimed at the improvement of the skills, participate in the relavant workshops devoted to the consideration of the performance of online platforms. In addition, share of experience is the pivotal sphere of activity that should be applied by the managers of the social pletforms as it allows them to identify the flaws in the work of the magazines or discuss the improvements that may be used in order to attract the customers to the website. In addition, any manager or administrator of the website should be able to write interesting texts as it will allow him to filter the information published at the website. The quality of the context plays the significant role as based on it as by visiting the blog and magazine the attention of the consumers should be deterred in order to form the basis for the desire to come to the website again. At the same time, the person should be engaged in the modern tendencies so that to create the news about them and publish them at the website in the fastest manner. Moreover, the existence of the information updated will show to the customers that the magazine is deliberatey managed and is going to develop, while the reflection of the outdated materials may even lose the customers due to the fact that this website will not provide them with new and interesting information that may cathch the attention.
Menawhile, the social media managers should be mobile so that this manager can post the information at any location in the world and filter the information produced by the writers and editors. In addition, the development of the information technologies provide the managers with the opportunity to follow this process by virtue of several applications and laptops. Furthermore, the social media and mobile technologies pursue the elaboration of new instruments that keep managers to stay online at any time. Moreover, the manager of the magazine should advertise it in all available social media as Facebook, Twitter, printed journals, whatever. In case this advertisement campaign will be maintained there is no doubt that the online magazine will draw the attention of the readers and followers. In case the advertisements will contain the information in form of desirable phrase that is interpreted by the consumers in the proper dimension, then the person will have the intent to visit the website and check what it contains and suggests for the consumers. Nowadays, the majority of the people are seeking for the instruments that allows them to express personal ideas in public without any limitations so that the pillar leading to the success of any social platform lies in the fact that the customer should be provided with the opportunity to post any information, comment the content, etc. At the same time, the website should have the useful instruments that will allow to the customer to copy the link and insert it at the personal pages locatedin Faceboo, Twitter, Instagram. The majority of the surveys shows that by posting any information the person tries to present the interesting living to the society, attract attention of new people in order to get new connections and trends. From this point of view, the manager of the online magazine should be able to identify what audience must be targeted. In this case, the relevant content and social instruments should be provided to the visitors. If the main aim of the magazine is to attract the freelance writers, then the owners of the website should provide them with the opportunity to write the contect about the topic interested particularly for them personally (Akehurst, 2008).
Besides, the consideration of the social needs of the individual and their analysis is the valuable tool which may assist for the manager in the development and promotion of the online magazine. The manager of the project should rely on the social survey conducted by the relevant agencies in order to define interesting topic drawing the attention of the visitors. However, every manager should recognize that privacy in the online platforms should be guaranteed (Backlund, Sjunnesson & Josephson, 2005). Due to the fact the main feature of the internet is the freedom of expression which is maintained worldwide except some countries as China, Korea, the manager should protect the data published by the writers there. In addition, to run personally the social platform is the hard and time-consuming work so that the manager should have the assistants or the reliable team which may be requeste to monitor the content and assist to the visitors. Given the fact that management of the project solely may undermine the health of the manager and influence the content published in the magazine, the manager should identify the features that the participant of his team should have in order to meet the expectations of the leader and work at the one aim and objectives (Konstantinou, 2015). Accordingly, the understanding the path of the development of the project should be determined. Under this statement, the scholars accept the importance to have two plans on the promotion of the project: in short and long-term perspective. In this regard, the successful manager should be able to respond where he expects to see the website in a year, five years and upon lapse of the decade. At the same time, the outsourcing and insourcing of the project should be considered. In case the magazine is treated as the source of the revenue and the main source of the profit for the manager in general, it is highly important to seek the sponsors that will be interested in the promotion of the social platform (Kaiser, El Arbi & Ahlemann, 2015). Therefore, the sponshorhip packages should be developed and proposed to the perspective investors that will add the assets for the project. However, the manaher should be able to identify the benefits that will be accrued by the sponsors in the case they agree to promote the project (Bog, Harmgart, Huck & Jeffers, 2012).
If the aim of the project is to express the ideas regardless of the financial flows, then the main aim of the efficient manager is to be completely engaged in the promotion of the project to the widest range of the population that may be interested in it. Although, the majority of the researches show that only small amount of the marketers and managers of the project possess the skills necessary for the sucessful promotion of the website or magazine. Besides, this problem can be fixed in case the person accepts the existence of the heat competition and the necessity to develop the project further as it represents the involvement of the efforts of the individual to launch and run the project.
Given the fact that Waadthemagazine.net is relatively new project, then the main aim of the promotion and development strategy should be the identification of the plans of the development, identification of the audience, etc. Thus, the promotion of the website in form of the online blog and magazines should be based on the following pillars:
Inclusion of the relevant and interesting content;
Provision of the adequate design attracting the attention of the customers so that it should fit the latest tendencies in the web design;
Constant renewal of the content and maintenance of its quality;
Elaboration of the advertisement campaigns that may attract the sponsors and other stakeholders;
Provision of the opportunity for the writers and other customers to be linked to the other social medias such as Twitter, Facebook, etc.
Talking about the pros and cons of the Waadthemagazine.net as the online project, it should be said that the content is scarce at the website, so that the new visitor coming to the website is not able to get the idea what for this project if created. Meanwhile, if the magazine is reflected as the personal blog, that the chief editor should post information about himself in order the audience can be familiar with hir or her personally. Moreover, the mission and vision of the magazine is not clear due to the fact that the visitors are not able to understand what topics are covered by this social platform. Furthermore, the first visit to the website makes the person think that it lacks the attention and proper management from the owner due to the scarce availability of the information. Finally, the visitor is not aware about the benefits this platform may provide them with in order to stay there for a bit longer priod of time.
Conclusion
Through the research study the author provides the profound analysis of the evolution and creation of Waadthemagazine.net launched in Qatar. Consequently, SWOT analysis of the project as the startup in terms of the business model placed in the Internet has been conducted. The researcher was able to identify the flaws and strong sides in the activity of the Waadthemagazine.net as the social platform proposed for the customers living in Waadthemagazine.net to share the opinions about some attractive topics. To proceed further, the online magazine in question represents the example of the interesting startup that has a perspective for the successful development in case the appropriate strategy should be maintained by the manager of the website. Despite this fact, some strong points in the activity of the website have been identifies, some weaknesses should be addressed in order to improve the reflection of the magazine in the Internet. Moreover, the examination of the useful skills that should the manager of the project of the Waadthemagazine.net has been completed.
In case the owner of the project will take into the account the recommendations suggested in terms of the consideration of the relevant business models, this website may be developed in the strong and interesting venue for the exchange of the experience between the users. Moreover, the audience of the website may be extended in case this website will get more publications from the visitors and the chief editor in general. Accordingly, no one project has been launched and promoted without adequate advertisement campaign and team with the experience in this sphere. Thus, the management of the Waadthemagazine.net as the new and interesting online magazine should reconsider the business strategy for the promotion of the platform in order to remove the barriers for the attraction of new visitors and achievement of new horizons. Presumably, in some years the entire amount of the audience visiting the website may incraease significantly if the manager of the project will continue to develop the magazine with application of the appropriate businee tools.
Timescale of RESEARCH
The dissertation will be produced in accordance with the following graphic and timeframes: following time scale:
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