Debra Johnson
Dept. of Journalism & Public Relations
@DebraJChico
dejohnson@csuchico.edu
http://dejohnsonblog.me/
DMI 1 Pagers
15 points per topic
Your Task
Your task is to produce a 1-page well-crafted response to each of the broad topic categories listed below. Each
topic is designed to link to an essential component of your digital product, your money or marketing plan or
your market. Think of these as initial brainstorming opportunities to help you get started on parts of the
bigger projects.
The 1 Pagers are always due in print at the start of class on the due date listed next to the topic. With each
topic, be sure to:
 Follow AP style in all content
 Cite sources for your information.
o Example: “According to How to Solicit the Customer Feedback Your Startup Needs, published in
Mashable in July 2013…”
 Rely on sources within the entrepreneurial and/or evolving digital media space. This would include
sources such as: Briggs textbook, Fast Company, Entrepreneur, Mashable, Venture Beat, MediaShift,
NiemanLab and many others.
1. Are you an Entrepreneur?
Due Date: 8/27
In class, we’ll explore the personality or character traits that successful entrepreneurs tend to have. Your task
is to make linkages between these successful character traits and your own personality. Which traits ring
most true to you right now vs. one or two that you are most uncomfortable with at this point but will work to
improve over the course of the semester?
2. Now That’s Innovation
Due Date: 9/3
Briggs page 23
In the past decade, companies that have embraced the Internet, and its disruptions, have thrived. Identify a
company that you think is truly innovative in the industry you’re most interested in. Explain why this
company is innovative by providing specific examples: What does it do that its competitors do not? How has
it altered the industry or product category that it exists in?
3. What’s in a Product Name?
Due Date: 9/22
Eventually, you’re going to need to come up with an appropriate name for your new digital media product.
Conduct some research via entrepreneurial sources to discover the best practices in the product naming
process. Identify the most important components from your perspective, and incorporate examples of both
appropriate and inappropriately named products or companies to help illustrate your key points of view.
4. Show Me The Money!
Due Date: 10/1
Briggs Chapter 3
In order to select the right business model for your startup, you must first think like a consumer. Think about
the types of digital content you access on a regular basis. Think broadly – this could be everything from
Netflix and Spotify to the New York Times and Instagram. Of this content, what are your favorite
content/services that you get for free vs. those you pay for (don’t forget about paying for apps, not just
subscription fees)?
Debra Johnson
Dept. of Journalism & Public Relations
@DebraJChico
dejohnson@csuchico.edu
http://dejohnsonblog.me/
Write a 1 Pager that examines the types of digital products you’re willing to pay for and WHY you’re willing
to pay for them. Consider the actions the company took to encourage you to part with your cash and start
drawing connections as to how you, as an entrepreneur, can start get your market to pay for your product.
5. Examining Sponsored Content
Due Date: 10/8
We’ve discussed some of the financial and ethical considerations relating to sponsored content. With this 1
Pager, you want to find an example of sponsored content in a news media outlet you regularly consume and
discuss your opinions in this area. Select any news angle you think appropriate given the exact form of the
sponsored content you select.
6. Approaches to Advertising
Due Date: 10/20
Advertising is one of the most common forms of revenue generation for digital startups. But, from a
consumer’s perspective, advertising can be a huge turn off if not executed well. This blog post should focus on
one of these angles:
 Online advertising that pushes customers away
 Online advertising done the right way
Conduct some research to find two - three online organizations that you believe use advertising in one of
those two ways (the bad vs. the good). Use these ad campaigns to illustrate at least 5 specific characteristics of
great online advertising or terrible ones.
Note: if you have determined that advertising is inappropriate as a means for making revenue, feel free to change the focus
of this topic to one of the revenue streams you will be using.
7. Social Media and News Consumption
Due Date: 10/22
Social channels play a key role in how consumers access news in digital environments. Examine how you
consume news relating to your preferred industries. Craft a 1 Pager exploring this area and what it means for
how you plan to reach out to your market via your business plan. Be certain to provide demographic
information that connects your market to what you believe are the best social channels to reach your market.
8. Attracting Diverse Audiences
Due Date: 10/29
News startups such as The Root are gaining success by targeting niche audiences and exploring the world
from their market’s unique perspective. Your task is to find a news startup that caters to a specific diversity
audience. Then, craft a profile of that news outlet: Who is the founder and what its mission? Who is the
market? What does this outlet provide that mainstream media does not? What is the viability of this startup
(how is it making money and do you think it's a sustainable model?)?
Finally, identify some specific takeaways you’ve learned by analyzing this outlet and its market. What are
some ideas that you can use to make your digital media product more accessible or attractive to a diverse
audience?
9. Crafting Your Value Proposition
Briggs page 261
Due Date: 10/29
Debra Johnson
Dept. of Journalism & Public Relations
@DebraJChico
dejohnson@csuchico.edu
http://dejohnsonblog.me/
A key component of your marketing plan is your value proposition. According to this article in Forbes, you
craft a value proposition by focusing on three stages: 1) Identifying customer benefits, 2) Linking these
benefits to mechanisms for delivering value, and 3) Mapping the basis for differentiation or market play.
Your task with this 1 pager is to develop the first draft of your value proposition. Be sure to provide a
rationale for each component and provide a summary description of your product and market.