Evaluating the opportunity for starting a magazine for bankers as a business venture

Abstract

The project attempts to evaluate the opportunity of Starting a magazine for banker as a business venture.

A preliminary literature survey of the existing magazine which catered specially to bankers and interviews with bankers were undertaken in order to identify areas which could be probed further. They were identified as:- demand scene, product characteristics (editorial mix), production details, financial requirements, marketing strategy to be used, personnel requirements and cash flows and profitability.

A questionnaire survey was undertaken and this as well as discussions with bankers provided inputs to the data analysis and determination of other variables.

The decisions regarding demand estimation, production, personnel, advertisement revenues, distribution and promotional strategy and financial projection are based on the analysis.

The analysis shows that there is a definite scope for a bankers‘ magazine to succeed and be profitable.