We thought, what if we could provide a platform for some of these independents to reach a wider audience through a research service from Gigaom? We believed that if we could pay these independents to write reports on a freelance basis, they would get the exposure of being part of a ‘virtual analyst network’ at Gigaom and we would get to tap into their expertise without having to pay the high salaries that often come with such knowledge and backgrounds. Win-win.
Including pricing, an aspect of the analyst business that I think will is key, esp. for new ventures there
We made a decision to launch at what seemed to many a ridiculously low price of $79 per year. But because we were doing something that we believe had largely never been done before, we were trying to gain significant conversion of our readership — probably around 2–3 million monthly uniques at the time — to the research product. We thought if we could make the price so low, it would enable the ‘true fans’ of Gigaom to subscribe and support while providing immense value in the form of research.
Also, this on revenue estimates:
Over time, increasing the sales and marketing mix towards research did make sense. According to an interview made by Paul, he said that research made up 60% of the company’s revenue. In the same article, revenue were estimated to be $15 million, so that translates to about a $9 million research business.