The Hobonichi Business Model
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Transcript of The Hobonichi Business Model
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Good morning!
I’m Makiko Shinoda.
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Our business: Hobo Nikkan Itoi Shimbun
• Run the website “Hobo Nikkan Itoi Shimbun” (Hobonichi)• New content every single day for over 17 years, since
June 1998• 1.3 million visits per month
• Generate revenue by developing and selling lifestyle goods via e-commerce within own website
• Sales breakdown merchandise 90%; publishing 5%; shipping&handling 5%
(no ad revenue) 2
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Who is Shigesato Itoi?
• Copywriter• Lyricist• Essayist• TV personality• Game designer
• Editor in Chief, Hobo Nikkan Itoi Shimbun
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WHAT WE DO
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ほぼ日手帳Hobonichi Techo
14
550 thousand copies in
2015
#1 at Loft
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Hobonichi Techo is going global.Over 30 thousand copies, 82 countries.
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International users on Facebook, Instagram, and Weibo
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HOW WE DO IT
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「まず銀座通りをつくる。
そうしたら、自動販売機を置いても
稼げる」
First, create a Ginza.
Then we can make money even with
a vending machine.
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読み物も商品もコンテンツ。
Content can be an article or a product.
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High willingness
to pay
Long-term profitability
No sponsor
s
Free content, no
sign-up
New posts every day
Enjoymentof
everydaylife
Flexibility in content
theme and format
Large, diverse
readership
Three Rings of Creativity
Trust
Internet
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Three Rings of Creativity
Motivation
Articulation
Congregation
Society
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WHAT WE BELIEVE
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Our perspectives
Understand fundamental nature of people that is constant throughout historyEmbrace both the goodness and weaknesses of human nature, and aspire to be good『インターネット的』 “ Internetty” Flat, Link, Share
History
Human nature
Society
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うちの土鍋シリーズ 「ベア1号」Clay pot
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『インターネット的』“ Internetty,” 2001
• Flat Hierarchy⇆• Link Compartmentalize⇆• Share Monopolize⇆
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Our approach to marketing
Conventional approach• What do they want?
– End users– Channel– Other departments, your boss…
• Most advanced, supreme, ultimate
• Who is the target segment?
• PR is an afterthought.
Our approach• What do we, the consumer, really
want?
• Is this the best among the standard?
• Would someone from the 15th century like this?
• Would people want to talk about this? Is it fun?
Target “them” and improve the odds.
Manipulative – “they can’t tell”
Start from “me” and dig deep to approach universality.Respect and trust the average consumer.
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Hierarchy… is toppled… and becomes a ship
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Office seating arrangements by lottery
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Other sharing mechanisms
• Share philosophies and decisions
• Wednesday meetings
• Weekly planning meeting
• Be open, be seen
• cc: All
• All customer e-mail is forwarded to everyone
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糸井事務所が目指すもの「ほぼ日」がどうしていくかについては、いつも同じです。「人(=じぶん)がうれしいことって、どういうことか」とにかくこればっかりを、しつこく考えることです。逆の言い方でもいいんですよ、「じぶん(=人)がうれしいことって、どういうことか」 たぶん、これがぼくらの最大で、唯一の仕事ですから。ー『今日のダーリン』より
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Our aspiration
What Hobonichi should do stays the same.“What is it that brings people (=me) joy?”
Just think through this, single-mindedly, persistently.We can turn it the other way around, you know.
“What is it that brings me (=people) joy?”This, I think, is the most important and only work to be done.
--Today’s Darling
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Who we aspire to be
やさしく be good
つよく be strong
おもしろく be fun
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Thank you!