04142015 SSP Webinar: The World Is Flat For Scholarly Publishing - Aviva Weinstein

1. Selling in International Markets
Establishing an International Sales Strategy
Aviva Weinstein, Senior Associate and Vice President Account
Management
Maverick Publishing Specialists
14 April 2015

2. It’s a Big World
• Opportunity identification
• Resourcing considerations
• Market development
• Sales development
• After sales customer care
• Case study

3. Maverick Publishing Specialists
• Now 6 years old (est. 2009)
• Deliberate Company construct: Strategic consultancy and operational
support services – “Strategy into Action”.
• Electronic and print based experts and strategists– senior managers and
directors with at least 10-15 years hands-on experience.
• Full time / Core Personnel and Affiliates
• All with significant publishing experience from a variety of leading companies and
suppliers
• Organized across 3 “divisions” and 6 service areas
• Global coverage via “virtual office” network
• Cost to Coast in US
• LATAM out of Argentina
• Most countries West / North Europe and Scandinavia
• APAC – Sydney; Hong Kong; Singapore; KL (China via Charlesworth)

4. Who we help
• Maverick support publishers of all sizes, sectors and geographic focus
• Learned / Scholarly Publishing; Education; Trade + Consumer
• Also intermediaries, aggregators, platform and service providers

5. Who we help
• AIP
• American Accounting Assoc
• AphA
• BioMedCentral
• Bloomsbury
• Bloomsbury Qatar Foundation
Journals
• Bridge 21
• Brill
• CABI
• Charleston Advisor
• Charlesworth Group
• ClockSS
• Credo Reference
• CUP
• DeGruyter
• Digital Data Divide
• EBSCO
• Edward Elgar
• eLife
• Elsevier S+T
• Emerald Group Publishing
• Eurospan Group
• HighWire
• IET
• IFIS
• Ingram Content Companies
• Ithaka
• JSTOR
• JISRF
• Knowledge Exchange
• Knowledge Unlatched
• Kogan Page
• Kortext
• LanguageOutthere.com
• MacMillan Publishing
• Macmillan Distribution Ltd
• Maney Publishing Group
• Nature Group
• Nelson Thornes
• NISO
• NOW Publishing
• OUP
• Palgrave Macmillan
• Pearson Education Ltd.
• Pearson International
• Public Library of Science
• Polity Press
• Print Future.com
• ProQuest
• Publishing Technology
• RCNP
• Reference Tree Ltd
• Research Media Ltd.
• Royal Society of Chemistry
• Semantico Ltd.
• Serials Solutions
• Springer
• SWETS
• Stephen Austin Group
• University California Press
• Vathek Publishing
• VitalSource Technologies
• Woodhead Publishing Group
• Wolters Kluwer
• New
o Digital Science
o Brepols
o PLOS
o BSI
o Dryad
o Hadrian Books

6. What we do
• Organized across 3 “divisions” and 6 service areas
• Strategic and Operational Marketing and Production (including Market Research
and Customer Analysis)
• Technology, Content and Production Support
• Sales and Publisher / Partner Relations
• Over-arching Business Transformation, Digital and ePublishing Strategy
development

7. The Maverick Perspective
• Work across clients in academic, professional and scholarly publishing
• Delivered 460 projects in 2014, 90 associates
• International and interim sales
• Growing area
• Compliments capabilities
• Additional revenue stream

8. Identifying the Opportunity
• Research
• Markets
• Opportunities
• Prospect list
• Purchasing preferences
• Direct
• Institution
• Individual
• Indirect
• Agents
• Consortia
• Product fit
• Models
• Pricing

9. Resourcing
• Similarities in approach
• Direct
• Indirect
• Outsourced
• Part
• Entire project
• Differences
• Time differences
• Language

10. Market Development
• Campaigns to stimulate interest
• Outreach
• Lead generation
• Channels remain largely similar
• International market considerations
• Communication differences
• Travel
• Language

11. Sales Development
• Lead conversion
• Sales negotiation
• Renewals
• Distances

12. Customer Care
• After sales
• Promotion
• Training
• Digital – usage
• Technical support

13. Growing Markets
• Journals Publisher
• Institutional sales growth
• International -> UK market specific
• Areas supported:
• Prospect list creation
• Marketing campaigns
• Direct customer outreach
• Agent channel support
• £ six figures in sales generated 2014
• International markets
• Distribution partnership

14. Creating Markets
• Journals and e-Books Publisher
• Institutional sales
• Select market Australia
• Areas supported:
• Market identification
• Prospect list creation
• Marketing campaigns to generate interest
• Lead follow-up
• Sales negotiation – 4 subscribers in Australia
• Consortia engagement
• Expansion to UK market
• International markets
• Distribution partnership

15. Thank you
Aviva Weinstein
m:+44 (0)07966 580 557
e: aviva@maverick-os.com