Would this fly today in this Internet age?

I've been doing some serious house cleaning but mostly trying to de-clutter. Yes, I have to admit, I am a Pack Rat, lol. Way before the Internet anytime I found something interesting in a magazine or newspaper, I cut it out and saved it in plastic sheet protectors in binders, one binder for each subject. It is all pretty organized and some is seriously out-dated. Anyhow, came across a booklet I bought in 1991 and that one is what I would like to talk about...

It is titled "How to publish a directory of Home Based Businesses for fun and Profit" by Don Vandeventer and Paula Vineyard. Excerts from the book can be found in "Mother Earth" magazine.

The idea was to simply gather information about home based businesses and charge each business a fee for it. For each entry, 15 directories would be printed and the directory was re-done every 6 months. It was in a 5.5 x 8.5 format and each entry was allowed a 1" x 4" space, them having as many as 200 entries. A form was provided for each business with a set amount of boxes, each box to contain one letter. No fancy logos or design and no coupons.

The price point was set to basically twice the cost of production, leaving a 50% profit. Distribution was through local stores with permission from the store owners.

According to the authors, at the time, they made a full time income producing these directories. Now, fast forward to 2012, what are your thoughts on the feasability of this working today, being totally offline? What would you do different to make it work in today's environment?

Personally, I still like the idea. There are so many businesses that do not have an office or a store front. There are also tons of people that operate a biz on a part time basis selling anything from candles/cutlery/skin care/vitamins to contractors/painters/graphic designers/auto detailers, you name it.

Your feedback is appreciated, Eva

Eva, I googled it and found the seven-part (actually, it's six parts, but ...) piece on the mother web site...

Would it work today ... well, their business model and their numbers are a mess ... of course this is from 1983 or something, so times have changed just a bit...

That said, I think it COULD work. Would certainly need more of a focus then their editions had ... "homebased business" suggests something dramatically different than they seemed to be targeting ... they were going after biz without a store front ... ie. service business ... those guys who clean decks, and wash siding, and roof houses and hardscape backyards ...

Interesting idea, but getting the publication to actually produce results - making it "sticky" for readers (who will 1. have to pick it up, and 2. have to keep it for reference, and 3. will have to utilize the advertisers if the publication is going to stick around for more than an edition or two ...) may be difficult.

Also, an amateur publication like he described ... that won't ever make it off the ground in today's four-color, interactive-web site, USA Today, era.

But the concept? The need? Yes, something based off this idea could work today. I have no doubt. I only wonder what that product would look like ... and how to present it ...

By the way ... print works. Print STILL works.

[Dien Rice]

Originally Posted by Eva

I've been doing some serious house cleaning but mostly trying to de-clutter. Yes, I have to admit, I am a Pack Rat, lol. Way before the Internet anytime I found something interesting in a magazine or newspaper, I cut it out and saved it in plastic sheet protectors in binders, one binder for each subject. It is all pretty organized and some is seriously out-dated. Anyhow, came across a booklet I bought in 1991 and that one is what I would like to talk about...

It is titled "How to publish a directory of Home Based Businesses for fun and Profit" by Don Vandeventer and Paula Vineyard. Excerts from the book can be found in "Mother Earth" magazine.

Hi Eva,

Thanks for posting your question...

I also found the article from "Mother Earth News" - the link to it is here...

http://www.motherearthnews.com/Moder...Advertise.aspx

I'll first go ahead and read it so I understand it better...

Best wishes,

Dien

[Dien Rice]

Originally Posted by Dien Rice

Hi Eva,

Thanks for posting your question...

I also found the article from "Mother Earth News" - the link to it is here...

http://www.motherearthnews.com/Moder...Advertise.aspx

I'll first go ahead and read it so I understand it better...

Hi Eva,

I think it could work... I guess only trying it would tell!

As I understand it, the business model in a nutshell is: get home businesses to buy ads, use the ad revenues to fund the printing, then give the directories away for free via local business outlets; what's left over is your profit.

If I were doing it, I would combine it with a (simple) directory website. For their fee, I'd put the businesses' ads both in the directory, and also on the website.

I think that would be a more attractive proposition (perhaps you could charge a bit higher, too, as a result). I think the website would help promote the printed directory, and vice versa.

Even if you don't know how to make a website, it is quite easy to make one using software - Kompozer http://www.kompozer.net is some free software you could use, for instance.

Many people seem to have a relative (e.g. son, daughter, niece, nephew, cousin, etc.) who knows how to put up a simple website - maybe you could rope them in? I would make sure I had my own domain name, though (so it looks more professional). I would avoid all the "bangs and whistles" like animation, flash, etc. etc., and would opt to keep it simple and usable.

That's what I would do - though it may not be necessary. My personal opinion, though, is it would help increase the chance of success of the operation.

You could also offer different sized ads - for example, a simple listing is a basic cost, but if they want a larger "display ad" it would cost more.

Another thing I would do is write a press release about the directory, and send it to all the local newspapers and other local media outlets. (You can pay to have one written for you, or contact a local journalist and ask him/her if they will write it for you in return for payment.) Your press release should follow the standard "inverted pyramid" news structure - http://en.wikipedia.org/wiki/Inverted_pyramid (On the other hand, newspapers might see you as a competitor for classified advertising dollars. However, radio, TV, blogs, etc. are less likely to see you as a competitor, and might pick up the story.)

Anyway, I think it could work. If I were to do it personally, I would also do the additional things above, which I feel would increase the chance of success.

One last thing - if I were going to do it, I would aggressively go after local businesses. Why? If you succeed, you might attract "copycats." The more businesses you can "sign up" at the beginning, the more success you'll have, but also, it will make it harder for others to compete with you, as you'll have left as little as possible "cash on the table" for them to pick up.

Best wishes!

Dien

Hi Eva:

Has it worked?....yes

Will it work?.... yes.... but needs 2 prong approach in today's market

Amateur publication - black and white - will it work?....yes, yes, yes!

How do I know?....I have done it.

I have a report scheduled to be finished (according to one of my whiteboards) Thursday July 12th and released July 13th.

Cornell

[Dien Rice]

Originally Posted by Cornell

Hi Eva:

Has it worked?....yes

Will it work?.... yes.... but needs 2 prong approach in today's market

Amateur publication - black and white - will it work?....yes, yes, yes!

How do I know?....I have done it.

I have a report scheduled to be finished (according to one of my whiteboards) Thursday July 12th and released July 13th.

Hi,

I'll add that my remarks are not based on experience in this specific business (though I have done the other individual things - like create websites, write and send press releases, etc.)...

So...

I would prioritize taking advice based on experience... and get Cornell's report (when it's ready)!

- Dien

Thank you guys for your responses so far.

Yes, I agree that the version I presented is way out-dated but the concept itself is good. Some of the things I think it needs has been mentioned by you guys but I will repeat it here.

• A combination of an offline printed directory with an online presence.
• The ability for the biz to say more, for an additional cost.
• Not sure of if full color is needed but it would be more attractive.
• Besides distribution in stores, give each biz at least 10 copies.
• Insertion of coupons as an add-on.
• Maybe even change the whole distribution to going postal, using the EDDM program but if so, size and weight requirements has to be met.
• An individual page for each biz on the web directory with a call to action.
• Ultimately a one minute video of each biz, talking about their product/service.

To sum it up, the whole concept is to give exposure to those who do not have a store front or an office. To those who have a part-time business and can not afford "regular" advertising. To make it affordable to all. To keep the directory local.

If you did something like this, plan it for the long run. What I mean by that is not to make a big profit once but to keep on adding to it and making it more personal. Having the ability to leave online reviews/testimonials would also be an asset.

Leaving copies with realtors and insurance agents also seems like a good idea from the original authors.

Eva

Hi Dien:

Much thanks for the vote of confidence....greatly appreciated

Cornell

Originally Posted by Cornell

Hi Eva:

Has it worked?....yes

Will it work?.... yes.... but needs 2 prong approach in today's market

Amateur publication - black and white - will it work?....yes, yes, yes!

How do I know?....I have done it.

I have a report scheduled to be finished (according to one of my whiteboards) Thursday July 12th and released July 13th.

Cornell

If that report will help me in developing this concept, I would def be interested. Will you announce it here?

Eva

[Glenn]

Thanks Eva,

Good idea.

I failed at doing Exactly what you described. I Couldn't find enough Home or
Part Time Business Ideas to fill a book.

You're probably better than me at on or off-line research.

But a Twist on the idea IS Making Me Munny.

What I did is Create Specific ONE Idea Products.

-------------------------
My ONE Suggestion?

NICHE like Crazy!
-------------------------

Here are a 2 or 3 of my MOST PROFITABLE Niches... (Lots of room for You Too)

#1 - Stress RELIEF is a Mega-Niche...

"How to Knock Out STRESS in 30 Seconds or LEss"

I offer a 365 day 100% munny back Guarantee it takes away STRESS in 30 Seconds.

PROOF & NO-RISK is what makes the letter Work:
http://archive.enchantednlp.com/products.php?id=87

I Tested the Sales Letter on Ebay.

#2 - EXTRA ENERGY NICHE...

Seems like 90% of the MLM products today promise MASSIVE Extra Energy.
5 Hr Energy Bottles in Every Gas Station.
Red Bull
Coffee Shops on every corner

w/Mine You ONLY Order One Time.

"How to Build MASSIVE Extra Energy In Your Body
At Any Age in 138 Seconds a Day"

http://archive.enchantednlp.com/products.php?id=80

#3 - HEALTH & AGING Niches...

Super Spinach - Most Nutritious Food on Earth
How to Fight Tooth PAIN, Gum Soreness & Disease and Win

Best Seller in this niche is:

"How to Double Your Energy & Reverse Aging - Guaranteed"

http://archive.enchantednlp.com/products.php?id=42

****************************
ONE WEIRD EXCEPTION w/Out a Niche...

"FBI Truth Test - How to Catch A Liar in 30 Seconds"

This Best Seller is Not in Any Niche. But with so many people in Biz,
Banking, Gummnt LYING to us...

It sells very well.

I did a Project for an FBI AGENT - and he taught me.

Notice I use Literally DOZENS of Case Studies my Customers Sent in
where they INVISIBLY - without the Rascal Knowing - Caught A SalesPerson, a spouse,
kids, boss,
boy or girlfriend LYING...

http://www.nlpbrainbuzz.com/fbi/

==============
==============
ACTION SUMMARY -

People tell me I write "FUNNY."

So Write it up YOUR Way.

But You CAN Borrow ideas about Hot Niches from me. After all, I borrowed
the Niche idea too.

(I noticed Dan Kennedy had like 15 Copywriting Products. So I Created FOUR of my own. They Sell Great and Buyers are happy. See? A Hot Niche.)

Thanks Eva,
Glenn Osborn

P.S. - Your Idea is Fantastic. Just Be Flexible.

My only Suggestion is that you NICHE your
HOW-TO-BOOKS. One book of ideas per Industry Niche.