1. Executive Summary

Discussion forum:
Discuss it in the forum!

• Link: http://smart-people.mixxt.com/networks/forum/index

Purpose

Smart People Magazine is the culmination of a 15-year journey by the most recognized journalist and subject expert in the knowledge management (KM) field – Jerry Ash.

While he can be called the originator of Smart People, it is the people behind the project who will give the concept life. Consultation with hundreds of the world’s leading knowledge management pioneers, collaboration with prospective contributors, advertisers, suppliers and customers, and application of fundamental knowledge management principles, put this start-up at the leading edge of a new open architecture for the 21st century enterprise.

Smart People Magazine focuses on the other end of knowledge management – the people who possess the knowledge and the capability to share it, add to it and apply it to create value for themselves, their causes, their enterprises.

Niche

To date, the focus on knowledge has been almost entirely directed toward upper level management. Top down structures and processes to induce knowledge sharing and work have been generally resisted by people who just don’t get it, or worse, don’t trust it. They seem to be knowledge hoarders and the power of their knowledge remains locked away.

Yet, these same people are flocking to the open portals of social networking. They are taking personal advantage of the search, sharing and learning capabilities of the Web to know more about things that matter to them. The rush to Web 2.0 contradicts the belief that people are instinctively knowledge hoarders.

There is a gap between knowledge enterprise and knowledge sharers, and it is that gap that Smart People will bridge. There is a gap between the joy of knowledge activity among people and the knowledge initiatives of groups and organizations, and it is that gap that Smart People will bridge.

Content

From its inception, Smart People will tap the simmering source of knowledge in action among people – encourage it, inspire it, inform it, and enable it to grow and create value. And, Smart People will help employers, entrepreneurs, humanitarians, governments and NGOs understand what makes smart people run and what needs to be done to tap their unlimited intellectual resources.

Financing

Smart People starts small and thinks big.

The Beta Year business plan is simple and depends more heavily on volunteer intellectual capital than it does financial capital. In its first year it will be produced and distributed online in magazine format as a downloadable and printable PDF. Production and distribution costs will not be high.

Initial start-up expenses are being underwritten by Associated Professional Services (APS) of Tampa Bay, Florida, US. Smart People will be a project of APS covered by the legal umbrella of the company.

Human resources are being provided by highly respected volunteer professionals in management, marketing, writing, editing, layout, design and production.

Viral marketing will be provided during the Beta Year by a volunteer company and will be the primary vehicle for promotion during start-up. A small budget for traditional advertising and promotion is included for the first year and may be adjusted upward as revenue grows.

Beta Year income will flow largely from subscription fees. A classified-like section called Smart Jobs will also produce some early cash flow. As circulation grows, the marketing team will be able to promote sponsorships and sell advertising.

All first year income, less transaction expenses and taxes, will be reinvested in further promotion.

Management and governance

The originator of Smart People will retain a controlling interest in the magazine whether it continues as a project of Associated Professional Services or a form of partnership based on contributions of financial and/or intellectual capital.

Under a sole proprietorship there will be a Management Advisory Board (MAB). In the event that some form of partnership is adopted, the MAB will be replaced by a Board of Directors (BoD).

There will be an Editorial Board composed of subject matter experts representing special interest groups served by the magazine.

Financial plan

A simple financial plan for the Beta Year is based on limited revenue and limited expense. Operational expenses may not exceed income except for the seed money invested by the originator or from other private grants. Equipment is provided at no cost by APS and by volunteers who may use their own equipment. There are no employees and all work will be accomplished by volunteers.

Discussion forum

Discuss it in the forum!

• Link: http://smart-people.mixxt.com/networks/forum/index

to top

Cover • Table of Contents • Executive Summary • General Company Description • Products and Services • Marketing Plan • Operational Plan • Management and Organization • Personal Financial Statement • Startup Expenses and Capitalization • Financial Plan • Refining the Plan • Appendix A: Competing Publications