DVD 2002 Standards, Applications and Technologies Conference4 June 2002 - PowerPoint PPT Presentation

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DVD 2002 Standards, Applications and Technologies Conference4 June 2002

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Vermont from 1991-1996 at Bennington College ... Showtime. Sony Music. Palm Pictures. WWF. Marketing. GUESS. Kenneth Cole. TIAA-CREF. NASDAQ / Primex ... – PowerPoint PPT presentation

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Title: DVD 2002 Standards, Applications and Technologies Conference4 June 2002


1
Blaine Graboyes
  • DVDA 2002
  • Standards, Applications and Technologies
    Conference

2
The DVD Services Model
  • My Experiences at
  • ZUMA DIGITAL and Beyond

3
Blaine Background
  • Born 1972 in Abington, Pennsylvania
  • Vermont from 1991-1996 at Bennington College
  • Graduated in 1995 with B.A. in Mathematics,
    Sculpture and the Philosophy of Science
  • Founded first company, Ionic Laboratories, in
    Vermont with 4 friends from college
  • Moved Ionic to New York City in 1996
  • Introduced to DVD by Rob Siedel, then of WAMO
  • Ionic closed and ZUMA founded in 1996

4
ZUMA Background
  • Original Motto If its DVD, we do it!
  • Began with 3 people and 1 Sonic System
  • Closed in 2001 with 25 people and over 35 DVD
    authoring systems, 6 encoders, etc.
  • Entertainment, Business and Museum clients
  • Developed software such as ActiveDVD
  • Yearly revenues of 3,000,000
  • Monthly expenses of 200,000

5
ZUMA Clients
previous and partial list
  • Entertainment
  • Columbia Tri-Star
  • Criterion
  • Miramax
  • MTV
  • Showtime
  • Sony Music
  • Palm Pictures
  • WWF
  • Marketing
  • GUESS
  • Kenneth Cole
  • TIAA-CREF
  • NASDAQ / Primex
  • TBWA / Chiat / Day
  • Clinique
  • Nickelodeon
  • CNBC

6
ZUMA Clients
previous and partial list
  • Museum / Fine Art
  • The Guggenheim
  • The Whitney
  • The Groninger
  • Shirin Neshat
  • La Monte Young
  • Yoko Ono
  • Nam June Paik
  • Moriko Mori
  • Business
  • JWT
  • BBDO
  • Grey
  • Disney
  • McDonalds
  • AE
  • Lifetime
  • Merrill Lynch

7
What is a Service Model?
  • Service Being a Vendor Work For Hire
  • As opposed to Being a Collaborator or Original
    Developer or Producer
  • Focus on problems faced by target clients
  • Develop products and services to solve them
  • Basics of DVD Services
  • Project Management and Client Services
  • Creative / Technical Direction, Design and Art
  • Video and Audio Encoding
  • DVD Authoring, Output and Quality Assurance

8
Advantages of Services Model
  • Wide range of potential clients
  • Maximize investments in staff and equipment
  • Diverse projects diverse opportunities
  • Including opportunities to break out of the
    Services Model into Original Development?!?!
  • Technical and creative capabilities are
    constantly challenged and expanded
  • Able to quickly adjust to market changes

9
Disadvantages of Services Model
  • Must stay focused on VENDING SERVICES AND
    PRODUCTS TO EXISTING CLIENTS
  • Calculate lifetime value of client (later slide)
  • Difficult to focus on two competing areas of
    business
  • Constant need to upgrade staff and gear
  • Your company will be branded as a service
    company, and not an Original Developer
  • Difficult to establish strong brand in fierce
    market
  • Prices paid for your services tend downward

10
ZUMA Success
  • Compete on Creative and Quality, not Cost
  • Strategic creative gets down to business
  • In business, Creativity Creating Profits
  • Pick a market through research and focus
  • Research is both empirical and experiential
  • Brand yourself / your company and stick to it
  • ZUMA brand innovative, streamlined, quality
  • Develop unique services and methodologies
  • Library Drives for storing/archiving client
    assets
  • Develop proprietary products and services
  • ActiveDVD, LibraryDVD, Web-connected

11
ZUMA Failures
  • Co-development / Original Production
  • Im Your Man was fun and cool, but expensive
  • Sponsorships and discounts
  • Must be very carefully managed and EXPLOITED
  • Expand to new and distant markets
  • Chicago, Detroit, Los Angeles
  • Facilitate competitors growth via Services
  • Replicators, production companies and service
    bureaus may become your competitors

12
Blaine Graboyes Today
  • Independent New Media Producer
  • Based in Hollywood, CA
  • Represented by ICM Talent Agency
  • Relationship with bitMAX for production
  • Focus on top-tier movie and music projects
  • Build relationships with above-the-line talent,
    as opposed to movie studios and distributors
  • Pursuing projects using R.LaBarge Model

13
Great Minds DVD
  • Based on Fast, Cheap and Out of Control
  • Interview 4-6 leaders in different fields
  • Persuasion, Perception and Deception
  • Subjects include Jay Conrad Levinson, Joel Bauer,
    and Mike Caro
  • Being produced for DVD, TV, Web, et cetera

14
Great Minds on the Services Model
  • Lessons of marketing apply in all areas
  • What I have learned from Jay, Joel and Mike
  • Creativity in Business Creating Profits
  • Clients care about value, not price
  • You are not your target audience
  • In the beginning, everything is even money
  • To overcome the odds, your decisions must matter
  • Good players beat bad players
  • You do not get paid to win projects, you get paid
    to make the right decisions

15
Lifetime Value of a Client
  • Calculate the lifetime value of a client
  • If you continue to provide acceptable products
    and services, how long will the customer
    patronize your business?
  • How much will the customer spend in the average
    year? Including certain sales increases.
  • What is the total value of this customer?
  • Now also add, goodwill, relationships, etc.
  • Keep this number in your head!

16
Thanks Bibliography
  • Much of this content and message is from
  • Guerrilla Creativity by Jay Conrad Levinson
  • Houghton Mifflin Company
  • ISBN 0-618-10468-2
  • Caros Fundamental Secrets of Winning Poker by
    Mike Caro
  • Cardoza Publishing
  • ISBN0-940685-57-4
  • Joel Bauer at www.infotainer.com

17
Joining the Inner Circle
  • The inner circle is the basis of repeat business
  • You cannot gate crash your way into the inner
    circle
  • If you are not in the inner circle, you can be
    sure that your competitors are
  • Your competitors are people who do not have
    stars in their eyes, simply profits on their
    minds
  • Your offering must compare favorably and actually
    be better in some way than what the competitor
    offers. This refers to quality, service and value.

18
Final Word on Creativity
  • Creativity should be measured solely by how well
    it contributes to your overall profitability. If
    it helps you sell at profit, it is creative, and
    if it doesnt, its not creative. That makes
    creativity easy to measure. Awards and
    compliments have nothing to do with creativity.
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