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Ledarsidorna.se

Always in opposition

The global media market is going through rapid changes. The old media actors are burdened with a heritage of out of date traditions and high costs.

Ledarsidorna.se does not have the heritage of out of date culture, nor the high costs. Ledarsidorna.se combines the best of traditional high quality journalism with the latest publishing- and distribution technology which enables Ledarsidorna.se to meet and interact with the media consumer 24/7.

With 30 000 regular daily readers and 160 000 - 200 000 unique visitors Ledarsidorna.se is well positioned in the media market to take a pole position.

Investor proposal

To join the journey of Ledarsidorna.se is to be a part of an established channel for distribution of news analyzes and books in new and alternative media. Ledarsidorna.se is today one of the few actors who have a position in social and alternative distribution channels where a new and profitable media house can take market shares of the previously established in an otherwise conservative market.

While growing fast and taking new positions Ledarsidorn.se has, as a main objective, to be a publicly listed company within four years with positive margins.

Product

The problem this product solves

The Swedish traditional media houses are experiencing an increasingly hard time to maintain both readership and credibility. Todays market is characterized by high costs in a conservative industry dominated by few major owners. Media consumers are looking for new and alternative news and analytics sources, without the previous bonds or media owners interest in order to keep themselves up-to-date. News and analyses are consumed and debated 24/7. The political debate and the problem-formulation initiative are no longer things politicians or traditional media outlets can claim as their own. Alternative news sources interacting with their readers take market shares from both.

How the product solves it

Ledarsidorna.se delivers a unique concept of independent system critical journalism, propelled by its readers, where readers are an interactive part of the news analyses. Today Ledarsidorna.se attracts more than 30 000 readers every day. With low overhead, short time to market and without a historical conservative legacy, we take the best from traditional, old-school journalism and apply today's and tomorrow's technical solutions to it. Without the legacy of today's media actors, we are building the media house of tomorrow.

With no strong owners except for the editorial staff, there are no limitations in what news Ledarsidorna.se cannot cover.

Product features

The service is delivered via the homepage and in the near future complmented with an app with news and news analyses in-depth, where we take the analyses to their logical endpoints. We complement this with a book publisher publishing the works that no-one else dares to publish, always in front of the curve through like "print on demand"  which keeps the price low for the consumer.

It focuses on publishing high-quality narrative non-fiction and reportage books. Our purpose is to be a spearhead of groundbreaking opinionmaking, ideational debate and cultural critique, challenging current mainstream cultural players in the Swedish market. 

Product use cases

In the mainstream news flows, there are always situations where the reader wants a second opinion, a different point of view or to go into depth regarding the difficult questions of our time. Ledarsidorna.se is the independent source for that -- 24/7.

Team

Johan Westerholm avatar
Johan Westerholm CEO
Editor and responsible publisher for Ledarsidorna.se. Former intelligence officer with unfinished studies in political Islam. Lived in Stockholm, Madrid, London and Boston but now landed in Furusund. Worked at Telia Data AB and then M2S Sverige AB as a business and market developer 1995-1999, acting CEO M2S Espana S.A. Since ... See more
Editor and responsible publisher for Ledarsidorna.se. Former intelligence officer with unfinished studies in political Islam. Lived in Stockholm, Madrid, London and Boston but now landed in Furusund. Worked at Telia Data AB and then M2S Sverige AB as a business and market developer 1995-1999, acting CEO M2S Espana S.A. Since then acting management consultant within CPU and Risk- and Crisis Management. See less

Market

Target Market

Today, Ledarsidorna.se reaches between 160,000 and 200,000 unique readers per week (more than 30 000 regular readers every day) according to Alexa.com. As an average, every reader spends three and a half minutes on the site and consumes two articles every time. Today’s readers are college graduates and in the middle income segment, 45-65 years old with a leaning towards male readers. The potential is initially a duplication of this market by attracting readers in the higher income segments and increasing the proportion of female readers.

Competitive landscape

Ledarsidorna.se main competitors in the same segment are 
 
The Bonnier Group's KIT.se,
FOKUS
Politism 
Dagens Samhälle
 
Of the competitors, only ETC.se is attracting  more readers and internet traffic than Ledarsidorna.se according to Alexa.comAlexa.com is the world's most established and reliable internet ranking tool and uploads data from both the pages they measure and social media.
 
Dagens Samhälle, FOKUS, ETC.se are also published in printed editions. Politism.se has had an advantage since for almost three years the site has been sponsored on Aftonbladet.se's main page, but still drives less traffic than Ledarsidorna.se. See full trafic analysis here.

Unique differentiator from competitors

Ledarsidorna.se delivers a unique concept of independent system-critical journalism, propelled by its readers and identified by benchmarks, such as delivered by the Swedes SOM-instituet, where readers are an interactive part of what topics are the most important. 
 
With low overhead, short time to market and without a historical conservative legacy, we take the best from traditional, old-school investigative journalism and apply today's and tomorrow's technical solutions to it. Without the legacy of today's media actors, we are building tomorrow's media house.

Company revenue streams

Revenues from subscriptions 65 %
Revenues from advertising 10 %
Revenues from sponsored TV-shows such as Ann Heberlein show 10%
Revenues from sales of books 15 %

Product/service distribution

The news and analysis service will be delivered mainly via the homepage of Ledarsidorna.se but will be complemented with an app with push services directed towards handheld devices with several channels: Text based articles, audio and video pods and programs.

Execution

Previous milestones/traction

March 2014: Registered the site "Ledarsidorna.se"
Fourth quarter of 2015 - first quarter of 2016: Passed Politism.se and Dagens Samhälle in Alexa.com ranking.
First quarter of 2017: Passed 30 000 readers every day.

Next key objectives

Ledarsidorna.se will launch an English-language version for international readers in 2017 with analyses of Swedish domestic policy and an independent perspective on international news.
 
Ledarsidorna.se should be the natural and independent source of Swedish political analyses in 2018.
 
Ledarsidorna.se will be leading in identifying and reporting on the news that Swedish media consumers rank highest.

Ledarsidorna.se will during the end of 2017 be a public company and and listed in an IPO 2019 or 2020.

Previous Financing

Ledarsidorna.se has until now been funded through own work, own equity, the advertising revenue Google ads can generate as well as donations from readers.

Partnerships

Cooperation with FOKUS (newsmagazine)

Use of funds

Invest in new platform as well as employ today’s freelancers as new journalists in order to cover more channels (video/audio) as other fields, like Finance.

New platform and app development 15 %
Employment of todays free lancer contributors 60 %
Office and IT-support 15 %
Advertising 10 %

Return on Investment

If Ledarsidorna.se in its expanded format with retained quality can capitalize on five percent of today's traffic, that is, 8,000 readers subscribe to monthly subscriptions at a cost of SEK 99, this gives a measurable income of approximately 800,000 SEK per month. With expected advertising revenues and revenue from the publishing of books (1,000,000 SEK), it offers an opportunity to keep an an operating margin of ten percent.
 
Profitability is expected to be reached by the end of 2018 or in the beginning of 2019.

An IPO is planned for 2020.

Risk Analysis

Benchmarks measured by Alexa.com and other experiences clearly point on the need for interaction with the news consumer, as well as the long-term quality of analysis and selection of topics as crucial for stability and growth.
 
By constantly measuring what consumers in the priority segment are looking for in terms of topics covered and recruiting competent staff who have features to think outside the box, preferably with a background other than as journalists, Ledarsidorna.se meets the demands of the consumer.
 
With minimal staff and contracting of freelance consultants, financial risks are minimized.