Paul Schutt: An Alternative Narrative

By Bud on February 10, 2008 TrackBacks (0) Comments (1)

At this point, Issue Media Group has opened seven markets in the past 2 years, and is looking to open another 6–10 in the next year.

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Filed under: Defining New Markets | Detroit, MI | Globalization | Issue Media Group | Paul Schutt | Publishing | Twelve Month Goals

Recently, a friend on the West Coast indicated to Paul Schutt that he thought Issue Media Group was in the business of creating alternative narratives for the locations where it published. In this Final segment (download 6 minute iPod compatible video, 30MB), Paul considers the sorts of locations Issue Media Group might choose to narrate and considers how to manage growth over the next year.

At this point, Issue Media Group has opened seven markets in the past 2 years, and is looking to open another 6–10 in the next year. He feels they have figured out the product. The question is how to meet the demands of growth, including:

  • Different regulatory environments in the multiple locations where it is expanding.
  • Different economic environments. To date, Issue Media Group has focused on areas that are doing less well economically.
  • The need to maintain quality and keep down overheads in an increasingly distributed operating environment.

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1 Comments

Kelly Darr on June 12, 2008 10:00 AM
Hello Paul, Sounds like to me that Issue Media Group is on its way to success. Your company seems to have quite a bit of questions about branching out into the world and entering into different markets. From the interview it seems that one of your main concerns is geographic diversification and process that is involved in it. One way that can help you pinpoint an area that would be good for you would be a process called data mining. Data mining is a computer software system that uses statistical analysis, database technology, and artificial intelligence that can find hidden patterns and trends, so the business owner can make good marketing decisions. This also allows business owners to predict customer behavior. You would be able to find cluster of customers with similar habits with the current markets that you are in. You could even use some marketing research to look into what cities you would like to work in. There is a company called FINDex Worldwide Directory of Market Research Reports. Here you can find over 10,600 different kinds of surveys that you can purchase. You can purchase these and then send them out and find out what from people where the best place is for your business to settle. Moving into the world of international business can be very tricky and confusing. Using the internet can be a great start to venturing into international business. By setting up an account online let’s say for Ireland a place that you were interested in, you can kind use that as a test to see if there is a market in the area for your business. This way you can get your foot in the door of doing business in the international world, but if things don’t work out, not too much money would be lost. Thanks, Kelly Darr

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