1. WORDsearch
©
2013
Glenn
McClure
1
Take
WORDsearch
Global
Submi>ed
to
Jim
Baird,
September
30,
2013
©2013
Glenn
McClure

2. WORDsearch
©
2013
Glenn
McClure
MARKETING
PLAN
PRESENTATION
Summary
2
WHO
WE
ARE?
WORDsearch
Bible
SoMware,
a
division
of
LifeWay
ChrisQan
Resources
is
recognized
as
the
leading
Bible
soMware
“Serving
Those
Seeking
Biblical
Truth
to
Preach
and
Teach
to
Change
Lives."
OUR
SERVICES
WORDsearch
offers
all
people
seeking
Biblical
Truth
over
4,500
e-­‐Bibles
and
e-­‐
books
that
make
Bible
study
faster,
easier
and
more
enjoyable.
VISION
WORDsearch
wants
to
make
Bible
study
faster,
easier
and
more
enjoyable
for
all
people
seeking
Biblical
truth
to
preach
and
teach
to
change
lives.

3. WORDsearch
©
2013
Glenn
McClure
3
I
WORDsearch
Revenue
ROADMAP
September
2013
Growth
of
$1,741,824
$10,450,944
in
revenue
Growth
of
$1,451,520
$8,709,120
in
revenue
Growth
of
$1,209,600
$7,257,600
in
revenue
Growth
of
$1,008,000
$6,048,000
in
revenue
Growth
of
$840,000
$5,040,000
in
revenue
End
of
Fiscal
2014
Fiscal
2015
Fiscal
2016
Fiscal
2017
Fiscal
2018
Target
Goal
20%
YOY
Growth

4. WORDsearch
©
2013
Glenn
McClure
MARKETING
PLAN
PRESENTATION
MarkeQng
ObjecQves,
Channels,
Customers
4
New
Focus,
ObjecHves,
Customers
We
must
invest
in
technology
since
selling
soMware
is
selling
technology,
in
order
to
compete
and
increase
revenue
and
new
customer
base.
Lead
out
in
creaQng
more
markeQng
channels,
be>er
web
merchandising-­‐SEO,
PPC,
Affiliate,
Referral
Programs.
Drive
e-­‐markeQng
tacQcs
with
emphasis
on
analyQcs,
email,
social,
search,
content
development.
Must
develop
and
implement
DTC
strategy,
manage
build
brand,
pricing
strategy,
promoQons,
new
partnership
opportuniQes
that
achieve
company
goals.
Create
a
culture
of
tesQng,
measurement
and
results
throughout
enQre
DTC
Team.
Maximize
ExisHng
Channels/Customers
Develop
membership,
subscripQon,
conQnuity
programs.
Determine
true
DL,
Segment
Customers,
Cross-­‐Sell,
Up-­‐Sell.
Develop
Short,
Long
Term
Plan,
Grow
revenue
through
e-­‐commerce,
mobile,
mail,
call
center.
Enhance
consumer
experience
across
channels,
build
public
awareness,
and
increase
market
share.
Work
with
other
departments
to
develop
product
strategy
and
promoQonal
opportuniQes
that
creaQvely
and
effecQvely
generate
new
direct
business.

5. WORDsearch
©
2013
Glenn
McClure
5
I
SWOT
ANALYISIS
Overview
INTERNALANALYSIS
• Legacy
Technology
• Sustainability
of
Maintaining
Legacy
Plaeorm
• Lack
of
AnalyQcs-­‐No
Way
ROI
• Lack
of
New
Customers
• SEO,
PPC,
Email,
Social,
Website
• LifeWay
Partnerships,
Publishing
Assets.
• Current
Users
• FiMy
Years
of
Combined
Experience
• Create
Niche
Content
Packages
• SBC
Customer
Base
•
Logos
Technology
•
Logos
is
Out
MarkeQng
WORDsearch
•
SQgma
around
current
product
• Lack
of
funds
to
Move
SoMware
Forward
• Lack
of
New
Customers
• Migrate
Desktop
App
into
Website-­‐New
UI,
Browser
Base,
SubscripQon
Pay
Model
• Web
SEO,
App
Store
SEO
• Mobile
First-­‐iPhone,
iPad,
Android,
Kindle
Fire
• Partner
with
Logos,
White
Label
Their
Product
with
LW
Content
EXTERNALANALYSIS
STRENGTHS
WEAKNESSES
OPPORTUNITIES
SWOT
S
O
W
T
THREATS

6. WORDsearch
©
2013
Glenn
McClure
6
I
6
I
SWOT
ANALYISIS
Internal
• Current
LW
Publishing
Assets
and
Content
• LifeWay
Strategic
Partnerships
• Current
User
Base
• SBC
Customer
Database
• Over
150
Years
LifeWay
Brand
• Flexibility
Parse
Out
Bundles/Re-­‐Package
Content
• Liberty
University
Channel
• SBC
Seminary
RelaQonship
• Ability
to
Cross
Market
with
Crossbooks,
B&H
Academic
STRENGTHS
S

7. WORDsearch
©
2013
Glenn
McClure
7
I
7
I
SWOT
Internal
• Legacy
Technology-­‐Delphi
• Desktop
Product
Viability-­‐Long
Term
• Client
SoMware
as
Opposed
to
SAAS
(SoMware
As
A
Service)
• Manually
Tagging
Content-­‐Not
Sustainable
• Recent
Launch
of
Mac
iOS Apps
• Absence
of
a
naQve
Mac
desktop
App
• DisconQnuity
of
our
Products
Across
Plaeorms
• Lack
of
Brand
RecogniQon-­‐WORDsearch?
• Knowing
Customers-­‐Demographics
• Lack
of
Accurate
AnalyQcs
and
ConnecQng
to
Business
ObjecQves
• Lack
of
New
Customer
Growth
• Customer
DistribuQon
List
Management
• QuickVerse-­‐Dilute
Brand
• Lack
of
Registered
Users
• Email
MarkeQng
Campaigns
Too
Text
Heavy
• Website
Design
and
Layout-­‐3
seconds,
Calls
To
AcQon
• No
ExisQng
MarkeQng
Plan
or
Strategy
WEAKNESSES
W

8. WORDsearch
©
2013
Glenn
McClure
8
I
8
I
SWOT
ANALYISIS
External
• Migrate
Desktop
App
into
Website-­‐New
UI,
Browser,
SubscripQon
Pay
Model
• Web
SEO,
App
Store
SEO
• Focus
on
Mobile
First-­‐iPhone,
iPad,
Android,
Kindle
Fire
• Partner
with
Other
Companies,
White
Label
Their
Product
with
LW
Content
• Repackage
Content
to
New
Customers
• Rename
WORDsearch
Product
• Build
New
Brand
from
the
Ground
Up
• Audit
Database,
Manage
and
Segment
• Partner
with
SBC
Seminaries
• Partner
with
Other
Evangelical
Seminaries
• Acquire
More
Content,
More
Staff
for
Trainings
• Cross
PollinaQon
with
Other
LifeWay
Assets,
Events
• Expand
Brand
to
Women
OPPORTUNITIES
O

9. WORDsearch
©
2013
Glenn
McClure
9
I
9
I
SWOT
External
• ImplementaQon
of
MarkeQng
Strategy-­‐Hire
or
Buy
Services
• Need
funds
to
Move
SoMware
Forward
• No
AnalyQcs
to
Know
How
Customers
are
Using
Product
• People
Cannot
Find
Us-­‐App
Store,
Web
• Current
Development
Model
is
Not
Sustainable
• Logos
Technology,
MarkeQng,
Market
Share
• Bring
customers
along
to
the
21st
Century-­‐Migrate
to
Website
• Logos
is
telling
the
WORDsearch
Story
• Logos
is
Out
MarkeQng
WORDsearch
• SQgma
around
current
product
• SBC
Seminaries
Do
Not
Endorse
WORDsearch
• Historically
Not
Registered
SoMware
THREATS
TT

10. WORDsearch
©
2013
Glenn
McClure
WORDsearch
SOFTWARE
Legacy
Plaeorm
Becomes
Website
10
I
DELPHI
User
Interface,
User
Experience
Website

11. WORDsearch
©
2013
Glenn
McClure
User
WORDsearch
SOFTWARE
User
Research,
Development,
TesQng
User
Interface
–
User
experience
User
Stories
and
Requirements
inform
Typography,
InformaQon
Architecture,
Usability,
Accessibility,
Wireframes,
Design,
Prototypes,
Features,
FuncQons
.
11
I

12. WORDsearch
©
2013
Glenn
McClure
Consumer
WORDsearch
SOFTWARE
Generate
New
Customers
and
Income
GENERATE
MORE
CUSTOMERS
&
SALES
• Legacy
Becomes
SubscripQon
Based
Site
• Mobile,
Mobile,
Mobile
• APP
STORE
SEO,
WEB
SEO,
SEM
• Create
More
Value
By
OpQmizing
LW
Assets,
RelaQonships,
Content,
Events
12
I

13. WORDsearch
©
2013
Glenn
McClure
CompeQQve
Landscape
• Logos
-­‐
Far
and
away
the
number
one
Bible
soMware.
Let’s
perform
a
SWOT
analysis
on
why?
• Accordance
-­‐
Leader
in
Mac
soMware.
Especially
strong
with
language
tool.
Primarily
used
by
the
scholar
set
(academics,
editors,
).
Just
released
a
PC
version
this
year.
What
are
the
reviews
of
the
PC
app?
• Olive
Tree
-­‐
Leader
in
mobile
app
Bible
study.
Their
desktop
apps
have
not
been
well
received.
They
are
the
only
real
contender
for
converQng
desktop
soMware
market
share
into
the
mobile
app
space.
• Bible.com
Leader
in
mobile
app
and
online
Bible
reading.
Militantly
non-­‐commercial.
Passed
100
million
app
installs
this
year.
Big
threat
to
digital
Bible
sales.
• BibleGateway.com
Leader
in
online
Bible
search.
• BibleWorks
-­‐
Desktop
soMware.
Strong
language
tools.
Primarily
academics
and
scholars.
• Glo
-­‐
Big
splash
with
iOS
app.
Very
flashy,
visual.
Good
content
partnerships
for
creaQng
custom
boxed
product.
Need
a
be>er
sense
of
market
share.
People
love
to
talk
about
how
cool
it
is,
but
don’t
know
how
pracQcal
it
is
to
use.
• eSword
-­‐
Huge
internaQonal
customer
base.
Semi-­‐open
source.
Users
can
develop
tools
and
make
them
available
to
other
users.
Sell
content
through
eStudySource.
Not
sure
how
much
business
they
do,
but
a
huge
user
base.
• BibleSoM/PC
Study
Bible
-­‐
losing
market
share
daily.
Almost
a
non-­‐factor.
– Source
Paul
Mikos

14. WORDsearch
©
2013
Glenn
McClure
CompeQQve
Landscape-­‐ConQnued
Online
Tools
• BibleStudyTools.com
-­‐Ugly,
loaded
with
ads,
but
good,
free
tools.
Owned
by
Salem
so
it
gets
promoted
in
radio
and
print.
• eBible.com
-­‐
New
player
with
engineers
from
Google.
Purchase
url
from
Nelson.
• Bluele>erbible.com
-­‐Free
language
tools.
Very
good.
• StudyLight.org
More
Mobile
Apps
• Bible.is
-­‐
Great
for
audio
• Tecarta
• Just1Word
• AcroBible
• ManQs
• Laridian/PocketBible
– Source
Paul
Mikos

15. WORDsearch
©
2013
Glenn
McClure
15
I
COMPETITIVE
ANALYISIS
WORDsearch
VS
Logos
WEAKNESSES
STRENGTHS
WEAKNESSES
STRENGTHS
• Ease
of
Use-­‐Simple
NavigaQon
• Free
Training
• Over
200
FREE
Books
With
Purchase
• Free
Tech
Support
• CustomizaQon
of
Content
• Cross
Reference
Explorer
• Less
Expensive
than
Logos
• DELPHI
Plaeorm.
• Morphology-­‐Must
Know
Greek
• No
SyntacQcal
Search
• Non
SynchronizaQon
Between
Desktop
and
Apps
• Web
Browser
Is
Buggy
• Lack
of
Images,
Icons,
Graphics
• No
Sermon
Prep
Template
• Built
RelaQonships,
Mark
Driscoll,
Ma>
Chandler-­‐
Younger
Market
• Well
Funded
• Biblical
PHD’s
On
Staff
• CHAT
Tech
Support
• Literary
Typing-­‐
Discover
Context
• Biblical
People,
Things,
Places,
Events,
• Media-­‐Visual
Imagery,
Music,
Visual
Word
Clouds.
• Bible
Facts,
Graphics,
Family
Trees
• Overwhelming
Amount
of
InformaQon
for
Typical
Pastor
To
Use
• Paid
Training
Only
• High
Price
• Content
Rigidness-­‐No
CustomizaQon
• Not
Adaptable
WORDsearch
LOGOS

16. WORDsearch
©
2013
Glenn
McClure
16
I
WORDsearch
©2013
Glenn
McClure
CONTENT
We
must
create,
license,
bundle
content
that
is
compelling,
fits
our
brand
at
a
great
price.
We
must
leverage
our
relaQonships
and
have
them
align
to
our
brand.
ANALYTICS
Determine
Primary,
Secondary,
TerQary
customers
to
segment
our
markeQng.
Collect
data
to
determine
customer
behavior
and
pa>erns.
Collect
data
to
measure
ROI.
TELL
OUR
STORY
We
must
determine
the
one
thing
that
differenQates
us
from
our
compeQtors
and
be
confident
in
knowing
and
telling
our
story.
We
must
tell
our
story
both
inside
and
outside
the
company
with
consistency.
MARKETING
PLAN
PRESENTATION
Priority
1

17. WORDsearch
©
2013
Glenn
McClure
MARKETING
PLAN
PRESENTATION
WORDsearch
Content
17
Content
is
King!
We
must
create
new
web
content
and
pull
together
a
content
development
strategy
and
schedule
for
fiscal
2014.
There
needs
to
be
consistency
of
voice,
tone,
message
throughout
our
content.
Email
markeQng
should
compliment
web
and
visa
versa.
Nomenclature
must
be
consistent
and
simplified.
For
SEO
Strategic
Keywords
and
the
proper
density
of
keywords
must
exist
on
every
hierarchy
of
our
content.
From
H1’s
to
Body
to
links.
License
new
product
content
by
leveraging
strategic
partnerships,
relaQonships
LifeWay
is
already
vested
in
to
build
WORDsearch
brand.
New
Content
To
Generate
New
Online
Sales
and
Customers
Content
is
Fresh,
Relevant,
Consistent,
Updated
Frequently
Press
Releases,
Online
ArQcles,
Blogs,
Podcasts
All
Content
is
OpQmized
for
Search
"
"
"
"

18. WORDsearch
©
2013
Glenn
McClure
MARKETING
PLAN
PRESENTATION
AnalyQcs
and
SEO
18
Eliminate
Pogo
SQcking-­‐Get
Bounce
Rate
Lower
Dear
Google
and
Bing,
Help
Me
Rank
Beaer!
Search
rankings
are
based
on
trust
of
the
content.
Engines
“knowing”
that
people
interact
with
links
and
they
are
meaningful
and
relevant.
Think
of
SEO
like
a
coach-­‐playing
to
strengths,
and
be>er
ways
to
present
products
and
services.
Does
the
rest
of
the
world
think
you
have
a
good
product?
Must
be
engaged
socially
or
you
are
missing
the
boat!
Become
an
authoritaQve
voice
in
the
main
stream.
Best
PracHces!
We
must
increase
traffic
and
conversions
on
website
Premium
and
Related
Content
with
Product
Reviews
h>p://searchengineland.com/seotable
"
"
"
"

19. WORDsearch
©
2013
Glenn
McClure
Search
MarkeQng

20. WORDsearch
©
2013
Glenn
McClure
Search
MarkeQng

21. WORDsearch
©
2013
Glenn
McClure
Search
MarkeQng

22. WORDsearch
©
2013
Glenn
McClure
Search
MarkeQng
Website
MarkeQng
Plan
Tools
AnalyQcs

23. WORDsearch
©
2013
Glenn
McClure
MARKETING
PLAN
PRESENTATION
Tell
A
Be>er
Story
23
The
WORDsearchBible
Story!
We
must
have
a
compelling
Story
about
how
we
are
equipping
people
everywhere
to
learn
and
tell
THE
GREATEST
STORY
EVER
TOLD!!
Users
and
Customers
are
more
sophisQcated
than
ever-­‐and
we
must
meet
this
demand.
We
must
tell
be>er
stories,
provide
more
emoQon,
more
stories
means
more
life,
more
emoQons
are
be>er
than
less.
Best
Benefits!
What
is
the
ONE
THING
that
differenQates
us
from
our
compeQtors?
Does
Our
Product
Have
A
Plot?
Amazon-­‐Let
People
Tell
Story
Through
Reviews
The
Laws
of
Simplicity-­‐John
Maeda
"
"
"
"

24. WORDsearch
©
2013
Glenn
McClure
DifferenQated
MarkeQng:
Company
targets
several
segments
with
separate
tacQcs
Pastors
Seminary
Students
Women
WORDsearch
24
I
MARKET
SEGMENTATION
AND
TARGETING
New
Customers

25. WORDsearch
©
2013
Glenn
McClure
Pastors
Seminary
Students
Women
Sermon
&
Book
Series
• Andy
Stanley
Sermons
• Charles
Stanley
Sermons
• Tony
Evans
Sermons
• Charles
Swindoll
Commentaries,
Books
• Henry
Blackaby,
David
Pla>
Missional
• Like
Toms
“One
for
One”
• N
American
Mission
Board
• Michael
Card-­‐Luke,
Psalms
• Charles
Swindoll
Partner
• Sponsor
LW
Women’s
Events-­‐
Living
Proof
Live
Tour
• Bundle
Beth
Moore,
Priscilla
Shirer
,
Marilyn
Meberg,
Luci
Swindoll,
Joyce
Meyer
WORDsearch
25
I
MARKET
SEGMENTATION
AND
TARGETING
New
Partners+New
Content+New
Approach=New
Customers
&
INCOME
Website
Conversions,
SEO,
AnalyHcs
Create
landing
pages
that
live
on
the
exisQng
site.
Create
UI
Based
On
User
Experience
Approach.
Wordsearchbible.com/pastor
Wordsearchbible.com/student
Wordsearchbible.com/women
Targeted
Email
MarkeHng
Managing
our
DL
is
of
upmost
importance!!!
TargeQng
different
segments
is
key
to
growth
and
future.
Events,
Live
and
Virtual
Trainings,
KeyNotes
WORDsearch
becomes
a
much
larger
idea.
One
that
promotes
Biblical
learning
and
living.
We
partner
with
those
who
have
dedicated
their
lives
to
this
pursuit.
1 2
3

26. WORDsearch
©
2013
Glenn
McClure
Strategy
to
Drive
New
Income
New
Customer
&
Income
Search-­‐SEO
PPC
Campaigns
Email
MarkeQng-­‐
WSDL/SBC
Social
Media
AnalyQcs,
Conversions
Form
New
Partners,
Influencers
Create,
License
New
Content
Call
Center
Affiliate
/
Referral
Programs
Cross
Pollinate
New
Events

27. WORDsearch
©
2013
Glenn
McClure
Digital
Media-­‐Direct
to
Consumer
Consumer
Search
Engine
OpQmizaQon
PPC
Campaigns
Email
MarkeQng
Social
Media
AnalyQcs
Print,
Radio,
TV
Videos
Website
and
Mobile
Affiliate
/
Referral
Programs
Blogging
Content
Development

28. WORDsearch
©
2013
Glenn
McClure
MARKETING
PLAN
PRESENTATION
WORDsearch
Team
28
Mr.
Jim
Baird.
Publisher,
Business
Owner
Mr.
Mike
Cooper.
Content
AcquisiQons
Mr.
Scoa
Winter.
Strategic
Partnerships
Mr.
Terry
V.
Email
MarkeQng
TEAM
PLAYERS

29. WORDsearch
©
2013
Glenn
McClure
Top
20
Low
Hanging
Fruit
1. CompeQQve
Analysis
of
Logos
2. Fresh
look
at
Product,
Price,
Place,
PromoQon,
People,
Processes
3. Create
WORDsearch
Story
Immediately
and
start
to
Tell
that
Story-­‐in
company
and
outside
4. Audit
DB,
Clean
Up,
Segment
Out,
Perform
Outbound
Calls-­‐Survey,
Sell,
Up-­‐Sell,
CRM?
SalesForce?
5. Form
New
Strategic
Partnerships
and
Content
for
2014,
2015.
Seminaries,
Online
EducaQon,
Women,
Main
Stream
and
African
American
Pastoral
Influencers
6. Create
A
Short-­‐Term,
Long-­‐Term
MarkeQng
Strategy
7. Create
New
Income
Streams
Based
on
Customer
Findings,
Main
Stream
Pastors,
Seminary
Students,
Women,
Form
New
TacQcs
Via
Affiliate
&
Referral,
ConQnuity,
Search,
Website,
Email,
Social
8. Web
Merchandising
Approach-­‐3
Second
Rule,
Conversions,
Measure,
Accessibility
9. Need
More
New
Visually
Appealing
Design
and
Packaging
and
Storefront
10. Develop
SEO
Best
PracQces
and
Implement,
PPC
Campaign-­‐Buys
Ads
to
find
out
interest
11. Create
Customer
InteracQon
Streams-­‐Blogs,
Forums,
Reviews,
Timely
Feedback,
FB
Posts,
Twi>er
12. Consumer
AnalyQcs-­‐Behavior
on
site,
emails,
soMware,
to
measure
tacQcs,
strategy,
enhancements
13. Take
down
QuickVerse
from
the
WORDsearch
site
14. Change
Product/Brand
Name?
15. Same
Name,
New
Slogan-­‐WORDsearch-­‐”Serving
Those
Seeking
Biblical
Truth”
16. Outbound,
Inbound
Links-­‐
Partner
Sites
17. Register
New
Site
and
Content
with
Search
Engines
18. Email
MarkeQng
and
Content
Schedule
for
2014,
2015
19. Create
and
develop
Affiliate
and
ConQnuity
Programs
20. Create
Robust
Social
Presence

30. WORDsearch
©
2013
Glenn
McClure
MARKETING
PLAN
PRESENTATION
Glenn
McClure
30
THANK
YOU
VERY
MUCH!