CoMedia Corporation (OTC: CMTN) is a sports marketing enterprise, creating services and resources for clearly defined, niche demographic groups. CoMedia, through its operating subsidiaries and divisions, identifies and exploits opportunities to create and enhance unique social communities. The Company specializes in the acquisition, production, and distribution of media content, services, and resources for clearly defined demographic and psychographic groups. It’s projects include unique social networking platforms for atheletes (11on11.com) as well as a Football league (goDFL.com) which showcases the best unsigned players to the professional ranks.
CoMedia’s customers are identifiable communities which share a common interest, bond, or desire. CoMedia has identified unique opportunities for creating online social communities, which will significantly augment the Company’s current retail and “on the ground” presence with its customers and markets.
Concentric Psychographic Groups (”CPG™”)
CPG stands for “Concentric Psychographic Groups” — groups of people within a definitive circle or common junction that they identify as themselves (”concentric”) this common thread produces similar psychographic characteristics within the circle. (”Psychographic”) means classifying population groups according to psychological variables, such as people’s attitudes or values or perhaps fundamental belief structure.
CoMedia Corporation has found that identifying specific CPGs is a more effective and efficient method to focus it marketing efforts on each qualified market for its products and services. CPG classification is similar to a “niche market”, but rather than utilizing conventional demographic categories (age, socio-economic, location) CPG defines a market based upon psychographic habits and information.
Methodology
CoMedia’s first step in defining CPGs is to identify a general group, for example, “Animal Lovers”. There are many types of animal lovers, so we narrow that group down using the psychographic metric, and target “Dog Lovers” within the broader group. Dog lovers are a good CPG because dog lovers, in general, have similar likes, attitudes and values, and people in this CPG can relate to one another precisely because of their overarching love for dogs. Another example is “Football Fans”. Traditionally, marketers would divided this broad group into different sub-categories using standard demographic metrics like education, male/female and age. In comparison, a distinct CPG of “Football Fans” is “Former Football Players”.
CoMedia’s research has shown that in today’s society there are certain psychographic characteristics that are prevalent in unique social groups. Unlike demographics that are grouped together into specific clusters, CPGs are different. CPGs have characteristics regardless of geographical location and typical demographic metrics such as age, sex or race, and may have little to do with education or ethnicity. On the contrary, CPGs are in fact the common characteristics inherent in groups that have the same interest and behavioral patterns. With groups clustered by interest the Company then targets them based on buying habits, activities, and the basis of what they believe of value and importance.
Although CPG resembles a “niche market”, there are distinct differences. A niche category by definition is dependent on metrics that might pertain to one interest, not based on the whole of who they are and the foundation that makes them part of a CPG. Psychographics deal with different variables such as people’s values, interests, lifestyles, and attitudes, sometimes referred to as “IAO” variables, (Interest, Attitudes and Opinions.) but more important the essence of who they are. CPG’s are a more concise or focused segment yet may include or cross traditional niches of diversified market sectors where people may be vastly different in many ways but fundamentally are the same in their valuation of the need to be a part of the specific CPG.
Business Model Based on the CPG Marketing Strategy
CoMedia is first and foremost a market access, development and management company. The objective is to identify distinct CPGs with distinctive and accessible needs and characteristics. Then develop the accesses point and a management system for vertical penetration of the identified CPG. While aggregating a seamless collection of individuals into the CPG we develop the products and services for the CPG and establish a continued horizontal distribution of these products and services to monetize CoMedia’s relationship with the CPG. The process of integration in CPGs with large numbers of individuals provides not one but many opportunities to offer transactional opportunities with the members of the CPG.
After CoMedia identifies a new CPG, the Company vertically penetrates them, then monetizes them through horizontal integration to create multiple transactional opportunities.
Football
There is something about the game of football and the men who played it that is different from other sports and all other social and affinity groups.
Football, in America, is more than a game; it’s a brotherhood. There is an unspoken respect, recognition and bond among those who played the great game of football, regardless of whether he played as a child, or in the NFL as a professional. The bond between former players and coaches and the unique characteristics of the men who played the game provides a special economically attractive segment to market to and service which has not been developed or cultivated… until now.
American Football Alumni (AFA) recognizes that former football players are unique human beings who belong to an exclusive fraternity and has created a unique home and special on-line community and social network for those who played and coached the game at 11on11.com.
The Market
If baseball is America’s past time, then football is America’s greatest passion. AFA’s target market consists of four primary components:
* Current sports programs (youth, high school, collegiate and professional).
* Former players and coaches directly.
* Alumni of all football-focused schools and institutions through our affinity programs.
* Local support organizations and businesses that have supported sports programs over the past 50 years.
Competition in this market space is fragmented and there are low-to-medium barriers to entry. Technology is not proprietary and the content is replicable and repeatable. The value of any company operating in this market space is the member data and sheer volume of members. Competition is fragmented and is not concentrated in any one organization or business model.
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