The Morning Shot Monopoly

My strategy

I am using this email newsletter to put my thoughts down in writing, particularly on building Morning Shot. My strategy is not unique or ‘secretive’. If Tesla can release all their patents for free, I’m sure Morning Shot will be safe.

This letter is also useful as my referral document when making critical decisions as Morning Shot's creator.

As I have said, the internet is the most excellent wealth repository in human history; I genuinely believe anyone can become a citizen of the internet and live a fulfilled life while sharing ideas online. I am doing this by making videos on Youtube that gives an analysis of South African politics. In 12 months, I have garnered 24 000 subscribers (or 1/4 of a big stadium). I used 2020 to test the idea; I will spend 2021 systematising it.

I am celebrating the fact that Morning Shot has signed it’s 5th advertiser for 2021, in February, in an economic depression, in a lockdown. I’m blown away that firms and companies want to advertise on a deeply political Youtube show. I have been in the alternative media space for five years, and I’ve never seen such engagement before.

But it isn’t enough that Morning Shot be profitable, it needs to be growing to become a legitimate player in the media landscape. So I have a strategy to make that happen, and I want to share it with you.

Team

A business is not a business unless I have the intention to make it a company. A business exists when it has a team to run it. I’ve had an assistant to answer queries and book guests, but I have brought on a copywriter and an editor in the last two weeks. The copywriter creates the hooks for the stories, and the editor splices everything together once I have finished recording. My duties are to research, film, publish and market the video. Within six months, I will delegate everything but filming.

I have made over 400 videos by myself, from research to publishing. I have a fair sense of what it takes to create daily videos. The best thing I can do is buy time to focus on what I do best - provide the analysis.

Revenue

A team is excellent, but it costs money to have one. Thankfully Morning Shot makes revenue in a variety of ways:

1. Youtube Adsense

2. Affiliate marketing

3. Sponsors

Adsense is what Youtube pays the channel to run adverts. I receive R33.00 per 1000 monetised views. Important to note, only 60 - 70% of views are monetised. So an average month of 300 000 views brings in R5000 - R6000 in revenue through Adsense.

Affiliate marketing involves recommending an advertisers’ product and receiving a commission of each sale. Most advertisers choose this model as there is no capital outlay to initiate a marketing campaign. Both the advertisers and the channel make revenue on the profits of the sales of the campaign. Morning Shot currently has two affiliate clients, Invape and RebelstoreZA (hint, use code morningshot at checkout for 10% off your purchases).

Sponsors are advertisers pay a set fee per advert. Morning Shot offers a rate card with various prices depending on the marketing budget, frequency of adverts and type of advert aired.

Combining all the revenue streams will hopefully pay for the entire team (thankfully they have agreed to work for poverty rates). I make no income from Morning Shot. Not a cent - every bit of revenue is ploughed back into the team, equipment and courses on creative work and writing.

The Future

The goal is to achieve 100 000 subscribers by December 2021 while perfecting the formula. Once the procedure and content are nailed down, we can start expanding.

All the investment will go towards building the team. Without a team, there will not be a viable business.

Advertising rates will be adjusted with the channel's growth; more growth means higher advertising costs and more significant product sales.

Merchandise is a popular income stream for creative people. I am reluctant to start one for various reasons but may do so in the future.

Live events are in the pipeline; perhaps panel shows with thinkers, politicians, and journalists without the debasement of personality politics.

Long Term Strategy

To make Morning Shot a viable media company, it will need to reach different audiences with a language or geographical location. Opening multiple sub-channels like Morning Shot Western Cape or Asibhamu Aasekuseni (Morning Shot in Zulu) is a vital part of the strategy.

Creating content for Whatsapps, Instagram, and other social media channels is crucial to market the show.

Conclusion

Building an alternative media monopoly is a daunting task but is achievable with a long term team building a long term vision based on simple principles. I have always wanted Morning Shot to be a business, not just a Youtube channel. Whereas I have set out my (simple) strategy above, it will evolve as new factors arise.

If you want to join me on the journey, subscribe to the channel. If you're interested in becoming an investor or mentor, send me an email: info@morninghshot.co.za.

I am looking forward to your comments!