Case study: TechnicallyPhilly.com (USA)

Based on interview with co-founder Sean Blanda, Nov 2011.

The name of the publication and / or company

TechnicallyPhilly.com

Established

2009

Web Address

TechnicallyPhilly.com

Form of the company

S corp. – Part of Technically Media Inc.

Describe your site or business in few words.

Covering the community of people who use technology in Philadelphia. Daily updates about technology, venture capital companies, startups, tech policy and social organizations.

Staff numbers

Who’s creating the content

Content creators, paid full-time

4

How is your time divided between doing business and content?

70 percent business, 30 percent content.

How they make money

Revenue models and sustainability

 

Would you say your business model is sustainable?

Yes. (Site was hiring the fourth person at the time of interview.)

How much is your yearly or monthly revenue?

More than six figures

Where does your revenue go?

Mostly salaries.

What about profit?

Invest in events, personal savings, hire writers etc.

Describe revenue streams

Most of the money comes from consulting (2010: 89%, 2011: 52%). Technically Media, which publishes Technically Philly, offers editorial strategy services for businesses and non-profits. They help their clients to convert audiences into supports, donors or customers.

During the first year they didn’t receive any grants, but during 2011 it has constituted third of their revenue. At the same time, advertising has gone from 11,4% to few percent. Advertising revenue has been replaced with Philly Tech Week event. The site doesn’t have a dedicated sales person.

Banner advertising is mostly sponsorships.

Do you see your publication as your main product?

Yes. It feeds everything we do, including consulting.

What would be the most important thing on your road to sustainability?

Sales. Sales. Sales.