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  • September 2021 (Revised March 2022)
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Katie Couric Media: Landing the First Client

By: N. Louis Shipley and William R. Kerr
  • Format:Print
  • | Language:English
  • | Pages:15
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Abstract

In May 2018, celebrated journalist Katie Couric and her husband, John Molner, had recently launched a full-service media firm called Katie Couric Media (KCM). Couric treasured the opportunity to address important social issues like gender equality, environmental sustainability, and mental health. The couple had raised enough funding to launch the venture. Now, they needed to land a first client to underwrite production costs, sign a partner to promote and distribute the content, and identify a story Couric wanted to tell. The first customer would be crucial in establishing a strong foundation for future work. They wanted to partner with a brand interested in the purpose-driven content about which they were passionate, but they did not want to sell a one-time consulting engagement. Rather, they were interested in customers to sign on for a recurring, subscription-based contract.

Keywords

Customer Acquisition; Subscription Model; Entrepreneurship; Business Startups; Media; Customers; Acquisition; Social Issues; Brands and Branding; Media and Broadcasting Industry

Citation

Shipley, N. Louis, and William R. Kerr. "Katie Couric Media: Landing the First Client." Harvard Business School Case 822-011, September 2021. (Revised March 2022.)
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About The Authors

N. Louis Shipley

Entrepreneurial Management
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William R. Kerr

Entrepreneurial Management
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Related Work

    • September 2021 (Revised March 2022)
    • Faculty Research

    Katie Couric Media: Landing the First Client

    By: N. Louis Shipley and William R. Kerr
    • June 2022
    • Faculty Research

    Katie Couric Media: Landing the First Client

    By: N. Louis Shipley, William R. Kerr and Paige Boehmcke
Related Work
  • Katie Couric Media: Landing the First Client By: N. Louis Shipley and William R. Kerr
  • Katie Couric Media: Landing the First Client By: N. Louis Shipley, William R. Kerr and Paige Boehmcke
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