Marketing Strategy

Our marketing strategy has two aspects – to establish new community instances and to increase subscribership within those communities.

Establish new communities
To promote the instantiation of HCC services in new communities and speed up adoption of HCC we will:
  • Actively search for an individual or set of individuals who have or have access to a large mailing list or subscribership  that includes a high percentage of potential subscribers.  Facebook "For Sale" page admins are prime candidates for editorship.  Hundreds -- if not thousands-- of cities and towns in the U.S. have at least one Facebook “For Sale” page with memberships often reaching many thousands.  Not only will such an individual have demonstrated their commitment to, and aptitude with, administering a highly localized classifieds service, but they are in a position to bring along a significant portion of their existing subscriber base.

  • Contact Transition Town organizations and offer  them our services in getting HCC started in their community. Enlist their help in identifying potential editors, Use their mailing lists, place notices in their bulletins, etc. 

  • Participate in regional and national conferences/gatherings involving entities focused on localization and community resilience, for example, transition communities2

Communities and potential Editors can also self-identify. In fact, as HCC instances multiply and word spreads we expect to be solicited by potential editors or communities. We will make it easy for communities and potential editors to request membership in a manner that is analogous to the one individual community members will use to subscribe to an existing service.

Increase subscribership within communities

Because subscriber numbers directly impact revenue, community editors have the greatest incentive to increase their subscribership. Our application will track and report community subscribership at the management level and for our editors, and we will offer information, support and collateral – and encourage collaboration among editors – to assist the editors' efforts to enlist subscribers.

We expect to be imitated and copied, but do not fear this competition. We will be first to market, the market is virtually limitless, and we will constantly improve, always staying ahead of the competition.