We’ve been thinking of incorporating something like this into our open source business directory product. For us, the sticking point is building volume. Groupon can make claims to it’s advertisers that they will send several several thousand emails for each offer. A newspaper starting this service starts with basically a list of zero.
Yes, the list will grow if promoted properly, and eventually might turn into a profitable revenue stream. But the concept is so new that estimating an ROI on a project like this will be guesswork. So what will it take to get this implemented at newspapers?
The usual suspects – time, money, talent… and management endorsement.
My next actions list:
1. estimate cost to build or buy the e-commerce platform
2. estimate cost to staff tech, sales and business office support
3. estimate ROI
4. articulate value to management and decide if this aligns business goals
I agree this concept has potential, but keep in mind that companies like groupon do this for a living, full time. It’s will take a considerable amount of commitment and effort for newspapers to match this level of service. Deal brokering definitely gets it’s fair share of attention in our strategy planning. But time will tell if …
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