1. 1. Map the landscape Don’t duplicate. Define the unique value you’ll deliver to your audience. “Figure out whose problem you are solving.”--Mike Orren, Pegasus News
2. 2. Test-drive your idea Seek feedback from your network Would readers visit your site? Would advertisers buy an ad on it? Would investors see a business model? Will anyone offer to help you?
3. 3. “Wireframe” the project What topics will you “own?” Who would build the website? Who would do the reporting? The editing? How often will you update? Will you have staff or interns? How will you generate buzz?
4. 4. Pick a business structure. Nonprofit? For Profit? University Affiliate? Do you want to: Sell ads? Seek grants? Woo members? Syndicate content? Produce events?
5. 5. Develop a Business Plan How will it be funded to start? What’s your initial budget? How will in grow in a year - and beyond? How will people find out about your project? Who are your consumers? Your customers? Know your demographics: Household income, education, broadband connectivity. Name it (do trademark research first)
6. 6. Craft an Elevator Pitch Nail what you’re doing, for whom and why people want it < 1 minute What’s your “ask?” Do you want: Advice? An introduction? A meeting? Participation as a volunteer?” Money?
7. 7. Build a Website Simple – WordPress - to start? Launch it quickly Refine and scale up down the road.
8. 8. Gather Content Write stories. Commission stories. Recruit guest columnists. Gather photos. Assemble lists, data and resources. Firm up partners, links and content swaps. Sell, barter your first ads or sponsorships.
9. 9. Launch with Fanfare Will you have a launch party? Develop a Facebook page? Have a social media campaign? Sponsor a table at a community event? Buy pizza boxes?
10. 10. Tell your Story Begin counting and don’t stop: No. of stories published? Contributors? Donors? Members? Unique visitors? Impact w/ stories or ads? Testimonials? Events? Revenue? Grants?
