RANDI PAYTON
BOWIE, MD (USA)
Role(s):
Founder/Owner/Principal
ON WHEELS MEDIA
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Startup
Location:
BOWIE
Industry:
Media
Year Founded:
1995
Number Employees:
1-10 people
Description:
PRODUCT DESCRIPTION:
On Wheels, Inc. recently established On Wheels Media LLC for certified equity investors, through a Private Placement Memo (PPM. The company is expanding its media platform from consumer automotive to other growth industries. The new national magazines titled DECISIVE (Best Source for Cultural and Consumer News) will be paired with the existing African Americans On Wheels (750,000 circ) and Latinos On Wheels magazines (400,000 circ) and introduced a double covers. Products include a web hub ((URL removed)) featuring consumer news and information serving content to other multicultural web and general market sites, targeted lists of in-market consumers, digital magazines offering latest innovations, e-newsletters, custom publishing, radio webcast, e-commerce, events and awards in partnership with Tier One auto shows. OWM will also produce DECISIVE Green, a national magazine and event series on Green jobs, vehicles, technology and more.
PRODUCT STRATEGY
Growth segments in today’s market include multicultural, Green, consumer media, and digital. OWM is well positioned to offer companies a cost-savings and efficient one-stop platform to reach this growing market through multiple marketing and communication tools.
DECISIVE Multimedia will be one the most innovative and integrated multimedia platforms ever introduced to the multicultural market. On Wheels Media launched 15 years ago with the help of major automotive sponsors who needed a voice in the minority market. They included BMW, Jaguar, Mercedes-Benz, Chevrolet, and GMC. This original pioneering vision (by President and CEOs), reaches a another plateau with the launch of DECISIVE Multimedia. The company is offering all companies multimedia campaigns or the ability to select from a menu of advertising services. OWM is one of few media with access to top executives, including presidents and CEOs of companies and their agencies. It is currently conducting multicultural briefings with top executives of most major auto companies and the agencies representing the non-automotive industries.
A major marketing boost will be the launch of the DECISVE Consumer Advertising Awards, which will be held at the Javits Convention Center during Press Days of the New York International Auto Show (2nd largest in the U.S.). The event will be promoted in conjunction with the global promotions of the show, and become a Must-Attend for all industries who support diversity. OWM’s 14th Annual Urban Wheels Awards, is considered the “Oscars” of the auto industry. It is held in conjunction with the North American International Auto show, and attracts more than 3,000 attendees.
COMPETITIVE ANALYSIS – BARRIERS TO ENTRY:
The OWM model goes beyond other multicultrual media by providing offline and online tools to advertisrs and sponsors. OWM launched the Nations first national consumer automotive magazines for African Americans, Latinos and Asians and it continues its leadership by expanding this unique niche to other industries. It is also a producer of original cultural relevant content, which is in great demand in the growing multicultural media. Panels of experts will produce content on Travel, Health, Beauty, Personal Finance, Business, Green Technology, Entertainments and other categories. OWM was the first minority media to secure luxury vehicles ads. It was the first to receive ads from many newcomers, including NASCAR. It continues to generate more automotive ads than any minority media. It expects to produce similar results in other industries.
BUSINESS MODEL
On Wheels Media’s business model include multiple streams of revenue, including print, digital, web, lists, research, events, and e-commerce. This model enhances companies needing to target consumers when they are in the process of purchasing products and services. It helps them integrate marketing and PR with research to get the best return on their investments. The African Americans and Hispanic market spends 1.6 trillion annually on consumer products and services. The model will not only help consumers make decisions, but provide e-commerce services to clients. The OWM has built a platform for growth and leadership in this market segment.
The DECISIVE GREEN magazines and events will help companies and government agencies reach this market segment. Technology and Job Growth. Hybrids and Electric vehicle introductions are also expected to grow by 268% by 2012. The Obama Administration recently passed CAFÉ standards that all vehicles must meet 35.5 mpg by 2016, which has boosted the production of fuel-efficient vehicles