Expert: Patrick J. Murray - 8/25/2011

Question
QUESTION: Dear Patrick,

Firstly, thanks a lot, you give a lot of invaluable advice on here.

My question is that I currently run an online lingerie website, and have recently been thinking about ways to grow the business and increase sales. I am a retailer, not a designer (for now), and so had difficulty promoting my wares through QVC and the likes.

So, I thought of my own shopping channel. I've read enough of your posts to know that I'd need substantive funds for a satellite channel, so an internet channel seems the way forward. My questions are:

Have you ever seen an internet TV shopping channel?
Do you think there's enough known about them yet for this to work?
I'm based in the UK. Do you know/can you recommend any companies here that can do this?
Would it be possible to give me a step by step blow of what this would require?
If this can work, my idea was to contact my existing suppliers, discuss stock levels and supplies with them, and then work on a Return If Unsold basis with them. Would you recommend this or do you have other ideas? I mean, I know right now, prospective vendors chase QVC, but I imagine it wasn't always thus?

I look forward to hearing from you.

Many thanks

Rachel Onamusi

ANSWER: Hey Rachel....

Thanks for stopping by…..I hope some of the earlier notes here were a help to you…..but you certainly have a very different case here…..

You certainly have an interesting situation and you have given me some information I can use here so I may have some thoughts...Starting a network could be a major issue for anyone as you indicated – it really needs to be a force 24/7. And that is a lot for anyone – no matter who you are or what broadcast entity you may represent. So just thinking about that is how you plan to shake up the programming if you were to do that and how you cycle certain things through as part of your broadcast day.

I would assess your goal...is it to make more money? Move more product? Put your company's name out there? A combination of all these?

To achieve this and develop your 24 hour network, you know you would need more staff just on the production side to set up and either record or perform "live". And then the behind the scenes in terms of sales - I will assume you have some of those resources available to you already. Can you amp them up to some degree if you are into expansion?

Just think of this, everything would have to grow exponentially....in front of the camera, product, the behind the scenes...I cant help you too much with any concerns with how QVC or any networks like that work...

So I am not sure I am helping you much, but here is a thought...instead of trying to go 24 hours, can you just create some videos that may play on your web site? And then along the way changing the videos over...I think you can create a multi media experience of still pics and adding some video which could really give some flair to the products that you are selling...

I still think to produce enough video if you wanted to create a 24/7 network, you will have to expend some serious cash as well as beef up your internal staff for production, promotion, and sales...I would really consider just doing some segments at first - maybe showing off some product or different sales items...se if that attracts more attention. I would move things up the line if you find you can be successful that way but I would do it incrementally so you can assess the viability of continuing, doing more, and possibly gravitating to a 24 hour scenario.

Having worked in production my entire career, I would tell you that trying to maintain a 24 hour schedule is very rugged and requires people and good scheduling which equals to more funds. On the Internet, you would be saving on transmission, but if you were going to do it right, there is still a great deal of production to do and keep the quality at a high standard.

So here are a few final thoughts for you.....

If you wanted to, I would investigate transmission of a network and getting enough band width to handle it from a local company that may produce web sites/video in your area. I am sure there is someone that can help you with it along the way here. You can discuss and assess costs as to your liking and capability.

With that same company, you could look into just putting up a video link with which you could show some of the features I was suggesting that could be quick and to the point...If you make them generic enough, you just might be able to re-use them and create more. This would give you a large library you could repeat and it would save you dollars as well!

Don't let your eyes get bigger than your stomach! In all this, make sure you have a financial balance because you can drain the finances very fast if you become lost in the excitement here. Keep your proposal within your means - sounds simple I know...but in the video business there are many hidden costs that people don't think of - and when approving a great idea, they soon find their finances dwindle very quickly.

I hope this helps to some degree...if this inspires more dialogue and questions, please feel free to write back here. I would like to see your web site as well to better assess your video possibilities. There may be something i can take note of from there that may spur some ideas as well.

In the meantime, much success to you...I hope in the end you are able to discover the best way with which your business needs to grow!

Patrick Murray








---------- FOLLOW-UP ----------

QUESTION: Dear Patrick,

Thank you for your in-depth response - I have to say it took me a few days to digest and work out the best way forward. I think I agree with you wholeheartedly about doing a few videos first to see if there is actually any interest/demand before investing a lot of time and effort.

Incidentally, a few days after I wrote to you, I met a fellow that has had a lot of experience in preparing videos for a professional YouTube channel - making videos, uploading, organising, and promoting them. Although he was previously in a separate field, he is eager that we work together and can bring his skills to bear, so this might be the way forward!

May I ask that I keep your details if I need any further advice/information, please?

Many thanks once again.

Kind regards

Rachel Onamusi

Answer
Hey Rachel,

Glad to hear I could be of some help to you....I always believe in crawling before you walk in that trying to walk too quickly could result in a bad fall!

You certainly can stop back here anytime to bounce ideas off me. I am happy to provide any feedback I can as you progress in your business model. I was glad to hear you could hook up with someone who could offer some expertise in that area as well. It may be a good find for you going forward.

Good luck to you on your venture!

Patrick Murray