| Introduction. |
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2007. At present... this is
an embryonic website which has just completed Stage 1 of its development. From
this point on... it could develop in a number of different ways... such
as... |
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| Non-profit Organisation.
During Stage 2 it could develop
into some kind of registered Non-profit Organisation... just relying on good-will
and donations... but there are some unappealing aspects to this route. Fund raising is a specialist
skill... very time consuming... and you need to be accountable to all those who are providing
financial support. Depending on how it is done... you may also need to conform with
more specific legal
requirements as laid down by the Charities Commission... which may all prove to be a very
complex and restrictive way of
operating. |
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| The next option would be to operate
as a 'Social Enterprise'... becoming a "CIC" [Community Interest
Company] where you use any profits to pursue specific objectives which
would have benefits for the general population. But again, you are
subject to a CIC regulator.
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| Commercial Development.
Or... as we move into the second Stage of development... it might be more effective
to operate on a strictly Commercial Basis. Looking for outside participation has not been a
priority up till now... but as we move into Stage 2 a larger financial
commitment and broader range of expertise will be required... and therefore we would be
receptive to any Proposal which we felt could significantly move
this Project forward. The following Section concentrates on just one of these options... Commercial
Development
over two more Stages. |
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| Warning... What
follows is not some detailed "Business Plan" with all the
"Figures"... showing you how to make an easy fortune... no
effort required! It is a basic outline of where we are... and
where we'd like to get to. [This is basically like standing at
the bottom of a mountain... looking at the summit. You know
where you want to get to... but there are many possible routes... some
will lead to the top... some will run into dead-ends... some may even
lead to disaster.] There are no guarantees here! Can we
make this any clearer? No guarantees!! So... please read
on... but keep your eyes open... your brain in gear... try to come up
with your own ideas... and then... make up your own mind about the
merits of this proposal. |
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| Stage 1... [just
completed] has been Self-Financed. It just required the website to
be completed in its basic form... Concept and Project outlined... plus a
number of Articles... limited Promotion... and with no Revenue
Streams developed. |
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| Stage 2... will be a
transitional phase... expansion possibly aided with
some kind of outside help or Investment. Website upgraded... and developed
into a Social Networking Site. Introduction of such things as...
Forums: Message Boards: Chat Rooms: Newsletters: Blogging Facilities: etc.
etc... so as to produce a much more... 'Interactive
Experience'. A major increase in... PR: Promotion and Marketing work... and development of
Revenue Streams. |
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| Stage 3... could be
described as the point where the Site becomes self-sustaining. The website broken up into
numerous sub-sites or sections aimed at individual Countries... or States... possibly
translations into other languages. Expansion financed with on-going
Revenues. |
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| Sub-sites... splitting
the website up into various sections could be done by us... but a better
option might be to have autonomous sub-sites run by people who live
in those areas... and speak those languages. Each one creating
their own customised version of the website... and then connecting
it to our Home Page.
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| This
Section...
will be available online until, either... we
make significant progress into the second Stage of development under our own steam,
relying on donations... advertising revenue. Or... we have come to
some alternate arrangement with an outside 'Participant'. There are
five sections below... each with a Link to a more detailed section. Anyone
exploring the possibility of becoming involved in a significant way should read all these sections. |
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| Objectives. |
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| There are a
number of Objectives... for the Concept... for the Project... and if we go down the Commercial route...
for the Business.
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| The
Concept. |
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| To
further develop the theory of... an
Information based System which reduces the level of Road Accidents: Injuries: and Deaths: by
utilizing the power of the Internet... to harness the Skills and Knowledge of experienced
Drivers. Information that would identify the problems associated with...
high-risk Individuals: the general Road Culture: and any problems due to
the physical Road Environment. |
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| To further develop... various Strategies to rectify the problems of high-risk
Drivers... based on... Motivation: Deterrents: Targeted Education: Social Pressure: Enforcement and
Punishment. A Multi-Strategy approach to changing a Road
Culture. And a system for dealing with 'Reporting Blackspots'.
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| Also...
another Information based System which is more appropriate for the
resources and 'Driver Behaviour' problems
experienced in Developing Countries... and to offer advice to any
interested parties.
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| The
Project. |
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| To
provide the framework and facilities in order to become the 'Hub' of a
Social Network of
Communities. To publicize and promote the idea of using Technology as a means of empowering the
Individual... and
local Communities: [rather than concentrating power into the hands of the
State:] right across the Industrialised World... through an Online,
Interactive Project. |
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| The
Business.
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| To explore the
potential of various Revenue Sources. To fine-tune the process so
that it could be replicated in a different country... or to develop a
Template that could be passed on to any third parties which were
developing their own version of the site targeted at their own Country or
State. [The whole
of Stage 2 could be developed
relatively quickly and cheaply.]
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| See:
Objectives - Details. |
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| Questions. |
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| Anyone seriously considering
getting involved in this Project on a commercial basis will need to... do
their own Homework: make their own Assessments: and draw their own
Conclusions: based on their own... Skills: Resources: Priorities: and Objectives...
[a kind of "Dragons' Den" type scenario!] We have outlined some of the questions we believe
any
prospective 'Participants' will need to answer... for themselves. |
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| Are Road Accidents a
serious Problem? |
| Although we have
become used to the current level of Accidents they are still a multi-billion
Dollar problem... covering every single Country. Worldwide they claim
about 1.2 million lives a year... a figure which is increasing rapidly. They are
the biggest cause of premature death for young people in the
Industrialised World... are a drain on a Nation's Health Service... cause untold
Delays... and create increased costs for Industry. So yes... they are a
serious problem! |
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| Is this a
Subject people
are Interested in? |
| New Technology
and the driver... it may not be at the
forefront of every persons' mind but there are many, many people who are
directly affected by these issues and/or have strong opinions on the whole
subject of... Road Safety: Driving: Drivers: Enforcement Policies: Speed Cameras:
Congestion Charging: Road Pricing: etc. etc. [1.8 million people recently
signed a petition against the introduction of road pricing schemes.] |
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| Those might include... anyone directly affected by
the consequences of a serious Accident: i.e. Friends and Family of those
killed and seriously injured. Professional Drivers... people who drive for a living... or any
High-Mileage Drivers. Driving Enthusiasts: Safety Campaigners:
Pro-car Groups: Anti-car Groups: Insurance Companies: Manufacturers:
Politicians: Emergency Services: Medical Groups: Cyclists: Motorbike
Riders: Horse Riders: New Drivers: Old Drivers. In fact... people of almost any age and living in any Country.
So...
definitely not a small niche market! |
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| Would the
'Road Supervisor' System work? |
| So far... we have
had a lot of positive feedback... both from Pro-motoring and Anti-motoring groups.
[Even those with reservations... have not said that it would not work] We recommend you read the
website
and make your own judgement. Although this system is 'original' it has not been developed
based entirely on our own opinions... there are links to many Articles which explain the
problems in-depth... what works... and what doesn't. These Articles also
point to Research Projects which support our conclusions. Read... The
Concept and
judge for yourself. |
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| Can you
Generate
and Sustain Interest over a long period? |
| This is not a
problem that is going to go away... not in the next ten years... probably not
even in the next twenty years.
Future Technology will bring many changes, possibilities include... blanket coverage with
Speed Cameras: controlling vehicles using G.P.S. Satellites: or an 'Electronic
Vehicle Identification' system. No one knows how this issue will
pan-out over the coming decade... all are very expensive... all offer limited solutions... all
create new problems of their own. So, our aim is to put an alternative
concept into the public domain. People have strong
views on this subject and this website would give them the opportunity to
express their
opinions and concerns. |
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| Parameters.
There are no definite parameters to this subject... it could just cover
New Technology in respect of Road Safety... i.e. Speed Cameras: ISA: EVI:
the Internet: etc. It could extend out to associated subjects
like... Driver Training: Graduated Licences: Fines: Driving Bans:
etc. It could cover New Technology and the road user... so might
also include... Road Pricing: Congestion Charging: Car Pooling: Pollution:
Parking: Pay-as-you-drive Insurance: etc. etc.
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| Can you develop strong
online
Communities?
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| We have taken a recent
Article from an Internet Magazine which explains what you need to create strong
online
Communities
and tested our Project against their criteria. Do we have all the
basic requirements? Click on the details Section below... Read and
Judge for yourself.
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| See:
Questions - Details.
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| Stage 2
Development. |
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| This Business
Model could truly be described as an Internet Business... as it would not be
possible to carry out anything like it if the Internet did not
exist. It is the intention that we should simply act as the 'Hub' of
a Network of Communities... promoting the Concept: developing Ideas:
producing Content: providing the
necessary facilities for 'Interaction' and generally stimulating and
managing the flow of Information. Everything which could by done on
Computer... and via the Internet... should be done that way... keeping costs to
an absolute minimum.
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| 3 separate
Entities... all Inter-linked.
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| 1 - The
Concept... is a Road Safety Concept which could be introduced by a
Government as a means of reducing Accidents... by utilising the power of
the Internet... to harness the Skills and Knowledge of experienced Drivers.
Read... The Concept.
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| 2 - The
Project...
which is an online, Interactive Project. To further Develop and Promote the
Concept... to a point where it was being introduced in a Country or State by its
Government. Read... Help Us and
The Project.
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| 3 - The
Business... is about developing a Network of online Communities...
concerned with a major Social Issue. Providing an Interactive experience
for Visitors... a valuable resource for any future Subscribers... and a cost
effective medium for Advertisers. |
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| As
a comparison... we might compare it to something similar, [but a bit
more conventional] like a Magazine that has the potential to develop two basic sources of
Income... from Subscribers, that buy and read the Magazine... and from those that
Advertise in the Magazine. Only in this case the 'Magazine' is an
online Publication.
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| Readers. |
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| Initially... we
have just left the option open for Visitors/readers to make a Donation, if they
wish... so as to
avoid any promises of producing things like Newsletters by specific
dates... [we would not want to be in a position of having to produce a
monthly Newsletter for a relatively small number of readers when there were more
important things to be done.] When numbers have reached a sufficient
level a Membership could be offered to Visitors, which would give them
access to the more 'Interactive' elements of the Website... or perhaps
just some
premium content. Similar
Organisations
charge about US$25-35
for a single person... so for arguments sake, let's say Membership of about...
US$30: or £15.
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| Advertisers/Affiliates. |
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| Initially... we
were not carrying any
advertisements. April/May 2007... we started signing up with a few
Affiliate Companies and experimenting... putting a range of different
types of adverts on various pages... just to see what works... and what
doesn't.
It's not that difficult to find these kind of Advertisers because they only
pay a commission on actual sales... unlike other media, it is totally risk
free for them. However,
there is one obvious drawback to a Website that may have Visitors from
every corner of the Earth... it makes it very difficult to target a particular
market. For instance... there is little
point having something like an Insurance Company advertising to people all
over the World if they only sell their products in Britain. [Most of
our adverts are targeting the British market.]
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| Fortunately... this is not an insurmountable
problem! As the Website is only a few Megabytes the whole thing could be
duplicated: i.e. Let's say... you create 5 identical copies of the
Website: [or 5 'sub-sites'] aimed at the U.S. Canada: Australia: Britain:
and 'The Rest of the World'... which are all
connected by a common Home Page. On the Home Page visitors would click
on a symbol... like their National Flag... and then be taken to a copy of the
Website where
all the Advertising would be relevant to their Country. [Might also be
achieved by opening a Google AdSense account.]
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| Depending on the
number of Visitors and where they came from... this process could be
continued with individual States having their own 'cloned' sub-site. In time... the
Website could also be translated into a number
of different languages... each with their own 'targeted' Advertising. Or...
as previously stated, you allow someone 'local' to create a copy of this
site which they adapt to their own needs... and we just link it to our Home
Page. |
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| Autonomous
sub-sites. If
we decided to go down the route of having autonomous
sub-sites... which would be a bit like creating a
franchise... then our role would be a bit different.
Concentrating more on... the UK... the EU Organisations... International
Bodies... working on solutions for Developing Countries... etc. Possibly setting up a
website specifically for 'sub-site owners'... providing them with
'Content'... plus articles on how to market and promote their site. |
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| Advertisers...
while
many Advertisers might be connected to 'Driving' in some way there is
absolutely no reason why they could not cover a whole range of Industries. Visitors would be from every type of background so there is no need to
specialise in one narrow field.
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| Important... if
introduced... the 'Benefits' of any Subscription Costs should be obvious... i.e. apart from
unrestricted access to all the 'Functions' of the Website... access to
premium content, [like, Legal Information??] a monthly
Newsletter/Magazine??? Subscribers should be able to
recoup their subscription costs via a whole range of 'Special Offers'
and/or
'Discounts'...
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| Publication. |
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| The core of the 'Publication'
would consist of the content on the Master-Copy of the Website written by
us. We could allow
people to submit their own... Articles: Ideas: Comments: even to Re-write whole Sections: etc... which might appear
in a prominent position for a short period of a Week? a Month??
Plus... all the Interactive elements such as Forums with 'Issues under
Discussion'... or Blogs written by visitors. [Anything really good might find
a permanent place on the Master-Copy.] So even though the
core of the Website
might not change much over the long-term... it could still have many elements
which were changing on a daily basis.
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| Costs...
The big
difference with this type of Internet Publication is in all the associated
costs... a million people a month could visit the Website and it
wouldn't cost any more than £100-£200 p.m... even using our own Dedicated
Server. Furthermore, a
Newsletter/Magazine could be distributed by e-mail to a 100,000 Subscribers...
[perhaps sending out 100 Gigabytes of data] and again... this
shouldn't cost any more than £100-£200. This covers all the
costs that would normally be incurred with the Printing and Distribution
of a
conventional Magazine. [Or a simple e-mail could be sent out telling
Subscribers that the monthly Newsletter is now available online... just
"Click Here".] |
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| The 'Product'...
that you are dealing with is really just... Articles: Ideas: Comments: and
Opinions... the written word: i.e. 'Electrons' passing over the Internet.
So... apart from
almost no Printing or Distribution costs: there is also... no need for
a lot of Writers: [Members would generate a lot of content for themselves] few
Deadlines: [this
is not 'time-sensitive' Information] no Sales Force trying to sell
Advertising Space: [just sign up with Google AdSense or some online
affiliate programmes] no Credit Control: [no Credit given, so no
bad Debts] no need for Stock Control: [no Stock] no Suppliers: few
Advertising or Marketing costs: [visitors encouraged to "Pass the
Word"] and few Transportation or Travel costs. |
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| Stage 1...
there is also no need to be available seven days
a week: [so could be done on weekends and in the evenings] no need for Employees: and no need for
Commercial Premises. All the
time we remain in Stage 1 or early Stage 2... costs remain very low, so can be
paid for 6-12 months in advance... requiring no outside Finance: Loans: or Cash
Flow of
any kind. [This cost structure would also apply to anyone starting
up their own autonomous sub-site.] |
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| Stage 2...
expansion financed through an outside 'Investment' of some kind.
There is still no need
for Premises: some outside assistance may be required but it is possible
to engage a service for... Web Design: Technical Support: online
Promotions: Marketing: Advertising: Accountancy: or Legal requirements...
without employing anyone directly. This way almost every aspect
of development can be controlled to a budget... and Fixed Costs would continue to remain low.
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| Going
through the process of... having the website professionally
re-designed... of developing the Interactive elements... of building
Traffic through Viral Marketing... PR and Promotions... should provide
invaluable experience. Using the first effort as a Template...
we could move on to another country... create another copy of the
website and promote it in the same way. Alternatively... you
pass that experience on to someone local and just support them as
they develop their own autonomous sub-site. |
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| See:
Stage 2 Development - Details. |
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| Stage 3
Development. |
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| Stage 3...
expansion financed with on-going Revenues. So, in the longer
term, moving beyond Stage 2... from a Commercial perspective... what exactly
would we have to offer people? |
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For Visitors... we could offer a Website of great interest that costs them
nothing: a public Forum to express their opinions: the opportunity for
Social Networking: and the ability to help influence
the way that Technological changes are going to be applied to their every
day lives by their own Government. [In the future... it remains to be
seen, just where the lines would be drawn to distinguish Visitors from Subscribers?] |
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For Members... or Subscribers, we could also offer the chance to receive a
weekly e-letter... monthly Newsletter???... more opportunity to
take part in the 'Interactive' parts of the Website: i.e. Chat: Discussion
Lists: Newsgroups: their own 'Space' or Blog??? In addition... it is possible that we could come to
an arrangement with some Advertisers
or Sponsors to offer the Members reductions on goods bought via the Website
which means their £15.00?? [US$30.00] annual membership could actually save them money.
Plus... premium content, like... useful Legal Information: Special Offers: Writing Awards:
Competitions: Prize Draws??? etc. etc. |
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For Advertisers... we would offer a very effective means of advertising their
goods. As they would only pay commission on Sales... no Sales means it
costs them nothing: [not the case with conventional advertising] it is
therefore... risk free. Alternatively... for some, paying per
impression... or a click-through rate...
might be
an effective way of generating leads.
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| For Society...
in all cases we could offer something of value to those
who associated with our Site... as well as the potential for a Country to make a massive saving in
the area of Road Accidents: Injuries: and Deaths. |
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| Membership
Numbers... it is very difficult to predict just how many
Subscribers you could attract spread over a variety of sub-sites:
[especially
if there were a number of autonomous sub-sites] but this is not
a small niche market... the 'potential' covers a very significant portion of
the Industrialised World... i.e. anyone that uses the Roads... and has access to the
Internet. |
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| Stage 3... as an example, let's say there
were just 5 or 6 sub-sites... each with a Membership of 10,000...
and each paying about £15 p.a... plus a small income from
affiliate Advertisers. At this Stage the site could easily be run on a budget
smaller than the income... and if the income decreased... any variable costs
could easily be reduced... back down to virtually nothing if required.
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| Stage 3:
medium term... if you broke the Website up
into 30 sub-sites... say 20 in the U.S. and 10 others... and each sub-site
had a average of 3500 Members [30 x 3500 = 105,000] you would have
something in the order of 100,000 Members... each paying a Membership of
about £15.00 per annum... plus, innumerable other Visitors... which would also be
earning
you a commission whenever they bought something online. |
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| Stage 3: long
term...
let's be very optimistic... and say, in time... there were
enough visitors for every U.S. State, [50] to have their own sub-site... plus another
50 sub-sites Worldwide... giving a
total of 100. And each had an average Membership of about 10,000...
[100 x
10,000 = 1,000,000] each paying an annual Membership Fee. Plus an income from
Advertising... [every sub-site might carry dozens of adverts]... but in the
process of expanding the Membership ten-fold... perhaps the Employee levels and other
associated Costs only doubles. After all, with the Internet, there is no fixed correlation
between your Income... and the amount of Work that you do. |
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| Potential.
We are not saying
that we will be able to develop the site to such as extent... we are simply speculating on the
Potential. If you had the funds and the expertise... perhaps it
would be possible to develop something that was really interactive,
like... FaceBook,
MySpace or YouTube... where
members can really set the agenda... discuss any aspects of the Concept... the Project...
or
various other driving issues. Where people can
talk about themselves... write a blog which is relevant to driving
in some way... or even upload photos of themselves... their
vehicle... their street??? or videos of reckless
driving... anti-social behaviour... etc. etc.
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MySpace was purchased by Rupert Murdoch's News Corp in 2005
for $580million when it had about 20 million members. [At the
time... many people thought the man had gone insane!] By 2007 it had
nearly 200 million members. The site is free to use... but because
of the vast number of members there is great potential for
Advertisers. [Google recently agreed to pay $900million to Advertise
on MySpace.]
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| Other
Websites. There are many other successful Websites around that have
large Memberships and deal with some aspect of this subject.
Question is... do they also offer the same possibilities for
expansion? Readers should look at other Websites and judge for
themselves... we cannot comment on the potential of all the others.
But... the key differences to look for are... |
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| * Do they just concentrate of one
Country? |
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Issues? |
| * How 'Interactive' is their
Site? |
| * Does it deal with original
Ideas? |
| * Is it an on-going...
interactive Project? |
| * Is it a
'Social Networking' site? or does it just have articles? |
| * Does it appear to have a lot of operating
costs outside the Website? |
| * Could it be 'cloned' so it is relevant to other
Countries? |
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| Market Niches.
The Internet is more noted for being able to support very small market
niches rather than extremely large ones. Just because we say... this
is not a market niche... does not mean that one large website cannot
be split up into many small... distinctive sub-sites. You can
still have sections that would specifically appeal to... driving
enthusiasts: teenagers learning to pass their test: silver surfers: or
vegetarian cyclists. While the demographic might be very broad... the
subject matter can be arranged in narrow bite-size pieces... so in that sense, it can be a Market Niche.
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| Franchise. |
| Perhaps
'Franchise' is not the right word... but it is the same basic
concept. There are some obvious advantages to going down a Franchise
route. Dealing with a complex subject... writing for specific
Countries about local issues... translating articles into different
languages... could all become very difficult and unwieldy. |
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| On the other
hand... if you 'sold off' a particular area... you get an immediate
injection of funds... it reduces the amount of work you need to carry
out... and if they are successful, they should be paying you an on-going
commission. |
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| Franchisee.
What would be in it for them? If you're trying to start up your own
Website from
scratch... it can be a very long, laborious process, getting together
enough Content to start your own Site... especially if you are going to
produce all your own original Content. For anyone who was considering
setting up a 'Subscription Website'... this would instantly give them a
great 'Subject'. |
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| They could quickly download all our Content...
use a Template website... or customise it for their own website... add their own... Graphics: Local
News: Links: Statistics: Chat room: Forum: Blogging facilities: etc. Sort
out a few things like... a Web Host: a Domain Name: a PSP: Search Engines:
a Bank Account... sign up with some Affiliate Companies etc. And in
no time at all they could be
up and running... their own Business... with low start-up costs... low
overheads... great potential... and support from a 'Parent' organisation.
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Stage 3 Development - Details. |
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| Interested
Parties. |
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| This is not a
Project we can complete on our own. At some stage we will need to
enlist the aid of many others who possess a range of... Experience: Expertise: and
Resources.
There are a number of ways this could be done... our main priority is just to
find the most effective way. |
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| We do not
intend to lay out a whole list of requirements here... just explain
our vision... where we are now... and where we want to get to. We are
not looking for any particular level of Skills: Experience: or Financial Resources... and the type of 'Investor' could be anything from a single,
talented Individual... with altruistic motives and only their time, energy
and expertise to 'invest'... who would like to see the site develop into a
Social Enterprise... where funds are ploughed back into pursuing the
objectives. To a Venture Capitalist...
simply looking for a good Investment: to a Sponsorship by a large Multi-National
Corporation... just looking to protect their commercial interests. Any
'Investor' interested
in helping to advance this Project should make their own assessments...
consider what they have to offer... and what they expect in
return. |
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Interested Parties - Details. |
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| The
Bottom Line is... |
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| there are an
awful lot of unknown factors at work here... so any Interested Parties
should have some very good Ideas of their own, about... what can be
achieved...
and how to achieve it. We are not just looking for 'any old
Investor'...
as we know we can continue under our own steam... but, we would be receptive to any
Proposals
which we feel could significantly move the Project forward. |
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| So, let's be
very clear... nothing is being handed on a plate here... this is not
some get-rich-quick scheme... it is a long-term Project. We are talking
about an Opportunity... nothing more! It will still require a great deal of
hard work and innovation... and
there are No Guarantees! For anyone looking at it from a strictly
financial perspective... when it comes to making a 'Profit'... you need
to look at all the possible Revenue Streams... the Fixed Overheads... and the ability to keep
Variable Overheads down when things are tight.
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| Finally: ask
yourself... what is
the worst case scenario? what is the best case scenario? 'Due Diligence'
is the responsibility of the Investor... so, make sure
you know exactly... what you
stand to lose? what you stand to gain?.. how long you would want to be
involved... and your exit strategy... based on your own criteria for
success.
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| Anyone who has a
level of Experience: Expertise and/or Financial Resources which they believe could move the Project forward
in a significant way, should submit
their expression of interest by contacting us by e-mail on... awmacnamara@aol.co.uk |
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| Following notification by
e-mail... you can also write to us at... |
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The Road Supervisors Network.
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| 3, Barnett Lane,
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Guildford,
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Surrey, GU5 0SA,
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England.
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