Five things that make a great news business idea
Entries for myNewsBiz, the student journalism enterprise competition are open and we are starting to get early entries through.
If you haven’t heard of it, myNewsBiz is open to any undergraduate or postgraduate journalism student at a UK university. There’s a prize of £1000 for the best new idea for a journalism business, be it a product, like a magazine, or a service. A runner up gets £500.
But what makes a good business idea?
That’s a difficult question, if you’ve never thought about starting a business until now. If you don’t know where to begin, here are five different starting places for your search for that winning business idea.
.01 Fill a gap
Any concept (entrepreneurial or otherwise) has to service a need that a large enough group of people have, in order to survive and thrive. So a good place to start is to ask ‘is there a product or service which is not being provided right now?‘
Murdoch’s much anticipated iPad only newspaper The Daily can be viewed in these terms. The iPad’s been around for just over a year, and yes, there are plenty of magazines and publishers with their own iPad apps…but there is no single dedicated iPad news product. It’s a gap. And News International appear to be trying to fill it.
.02 Scratch an itch
Great business ideas ‘scratch an itch’, by which we mean solving a problem that a group of people have. The best place to identify an itch is on your own body. What’s bugging you right now? What do you see which can be done faster? Cheaper? More accurately? More locally or more beautifully?
TheBusinessDesk, a successful online news startup in the UK, clearly scratched an itch its founders had: there was no good source for regional business & finance news. They scratched their own itch, and in doing so created a thriving business.
Scratching your own itch has a big advantage: because it’s your itch, you are best placed to tell whether your solution is scratching it properly.
.03 Improve something
If that doesn’t work, why not try improving on someone else’s idea?
There are plenty of magazines, websites, services we all use which get us grumbling. “This coverage stinks!” “Their infographics are rubbish” “They could have done that website so much better!”
If there’s something out there which is not up to scratch – make your own, improved, version.
That’s part of the thinking behind studio .fu, my online video production company. There are lots of independent video producers out there, but I could see lots of things they were doing wrong.
I improved their offering by just focusing on online video, and by steering clear of an office or (any) staff, I can offer the same thing at a much more affordable rate.
.04 Begin with you
Instead of looking for a business idea straight away, start with you and your strengths and passions.
What do you love doing? If you could wake up tomorrow morning and commit one act of journalism, what would it be? Designing? Writing? Data interrogation?
Once you’ve identified that, you want to wrap a business around it. Look for markets for your passion, and build a business from there. This philosophy sums up the approach taken in my book Next Generation Journalist, which starts with a look at your real interests.
After all, there’s no point in pursuing a business idea you’re not interested in, just because it looks like a workable idea. I have a brilliant idea for an environmentally friendly kettle. But am I going to make it? No. Because manufacturing, retail and, err, kettles, don’t do it for me right now.
.05 Start making something – right now
Finally, once you’ve got an idea – or maybe if you still don’t – start creating, right away.
Ideas are one-a-penny, but they don’t count for anything until you’ve turned it into something tangible. So if you’ve got an idea for an online magazine, get the webspace and domain, upload a WordPress theme and get creating.
Why? Because you’ll only know if your idea is any good once it’s real.
If you don’t have an idea yet, then start creating anyway. Whatever it is you feel like. If you think you’d like to start a business making infographics but aren’t sure what gap it would fill or itch it would scratch, keep going. Start designing infographics and put them online. See what the feedback is. Are people biting? This way you can develop your business idea organically.
Only once you’re making something can you know whether it’s got legs.
Remember the deadline for entries for myNewsBiz is the 1st of April 2011 – so you’ve still got plenty of time to put something together.
And in February we’re publishing awesome interviews with some of the top journalist-entrepreneurs out there, packed with advice on how to get your news business off the ground!