Katie Couric Media: Landing the First Client

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.