Product details

Product details
By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Case
-
Reference no. 807-046-1
Subject category: Entrepreneurship
Published by: London Business School
Published in: 2006
Length: 17 pages
Data source: Field research

Abstract

This is the first of a two-case series (807-046-1 and 807-047-1). ''Chris, you''ve gone barking mad. A wedding magazine for men?'' His wife''s words from several months ago echoed in Chris Hooper''s ears on a cold winter night in January 2004. The two of them were driving home after yet another late night at their respective offices. After more than ten years of researching and developing various ideas for magazines, his dream of launching one was now finally about to come true. Or was it? The idea had developed a life of its own whilst Hooper had been earning his executive MBA. Within six months of graduation, Hooper had managed to raise some money, secure a distributor and even sell a few adverts. Earlier in the day, he had sent an email to his friend Alan Kemp, one of the UK''s most prominent magazine publishers, telling him of his imminent launch plans. Kemp''s eagerly awaited reply had just arrived on his Blackberry and Hooper asked his wife Susan to read it to him as he drove. Kemp''s reply was simple and direct. ''If it''s a success, Chris, then you should write a book about it, as you would have broken the two golden rules of publishing: (1) never launch a consumer magazine on a small budget; and (2) never in a sector where you have no background.'' Kemp''s reply and Susan''s words lay heavy on Hooper''s mind, for Kemp knew his business and Susan, too, was a publishing industry veteran. The preparations were in place for a late February launch. But once Hooper said ''go'' there would be no turning back. Should he press the button tomorrow, as planned, or should he stop the presses now, before they got started?
Location:
Size:
Start-up
Other setting(s):
2003-2004

About

Abstract

This is the first of a two-case series (807-046-1 and 807-047-1). ''Chris, you''ve gone barking mad. A wedding magazine for men?'' His wife''s words from several months ago echoed in Chris Hooper''s ears on a cold winter night in January 2004. The two of them were driving home after yet another late night at their respective offices. After more than ten years of researching and developing various ideas for magazines, his dream of launching one was now finally about to come true. Or was it? The idea had developed a life of its own whilst Hooper had been earning his executive MBA. Within six months of graduation, Hooper had managed to raise some money, secure a distributor and even sell a few adverts. Earlier in the day, he had sent an email to his friend Alan Kemp, one of the UK''s most prominent magazine publishers, telling him of his imminent launch plans. Kemp''s eagerly awaited reply had just arrived on his Blackberry and Hooper asked his wife Susan to read it to him as he drove. Kemp''s reply was simple and direct. ''If it''s a success, Chris, then you should write a book about it, as you would have broken the two golden rules of publishing: (1) never launch a consumer magazine on a small budget; and (2) never in a sector where you have no background.'' Kemp''s reply and Susan''s words lay heavy on Hooper''s mind, for Kemp knew his business and Susan, too, was a publishing industry veteran. The preparations were in place for a late February launch. But once Hooper said ''go'' there would be no turning back. Should he press the button tomorrow, as planned, or should he stop the presses now, before they got started?

Settings

Location:
Size:
Start-up
Other setting(s):
2003-2004

Related