Insight on Business

“The old model (for yearbooks) is one-size-fits-all. We combine the tradition of print (with) technology. There’s a lot of flexibility and choice.” – Don Noskowiak, pres ident of LIVEyearbook digitally, mistakes can be corrected and changes made before a book goes to print. In addition, since the books are printed digitally, not via traditional offset printing, there are no minimum orders, a shorter lead time and, consequently, less risk and cost to schools. “Schools don’t have to buy more than they sell,” says Noskowiak, adding that there are several methods of revenue sharing with schools, making the program a win-win-win for students, schools and LIVEyearbook. But while the company is currently working with about 20 schools nationwide, LIVEyearbook still faces the challenge of introducing technology to a product, and some educators, still deeply entrenched in a print tradition. Nickchen isn’t knocking print yearbooks, however; they’re still the cornerstone of the project. “I don’t think we’d be able to penetrate this market without them,” he says. And while some schools have been resistant to change, LIVEyearbook has been able to quell most concerns – and tout the benefits. Paul Jones of the Council for Innovation, an attorney who helped Nickchen and DeNoyer write their business plan, agrees. “You can do what you can do [through the yearbook] with a social network, but you allow the school to control the brand,” he says. “It does so without losing the quality control that the school wants. It’s a great fit for the market.” Building the business Both Nickchen and Noskowiak previously worked for School Specialty in Greenville, so they brought with them knowledge of the industry. “We understand it is relationship driven,” says Nickchen. Building relationships with yearbook advisers as well as freelance photographers is necessary, he adds. They also are tuned in to how today’s youth interact with technology and social media. DeNoyer brought with him years Confidence www. insightonbusiness .com of experience in video yearbooks. Together, he and Nickchen wrote a business plan and sought equity capital, eventually raising $500,000 from angel investors. Now heading into its second year, LIVEyearbook is hoping to expand to 225 schools nationwide and branch out to churches, dance studios and other venues that might logically create such memory books. “At some point, we’re going to add audio, video…” says Nickchen. When it entered the Wisconsin Governor’s Business Plan Contest, LIVEyearbook soon became one of 12 finalists among more than 200 entries. “They performed well for several reasons,” says Tom Still of the Wisconsin Technology Council, which runs the contest. “The business model gives schools a chance to make money versus being concerned about possibly losing money in tough times,” Still says. “Their core business idea seemed to resonate with people who understand how a very traditional product, the school yearbook, can be updated for our digital age.” And that forethought is combined with a mission to reach today’s social network generation. “This is just the start,” Noskowiak admits, “It’s so unique and different; it’s like a breath of fresh air.” On the web: www.liveyearbook.com Business/Corporate Law When you start a new business, the right legal team can give you the confidence to make the right decisions - every step of the way. www.McCar tyLaw.com Appleton • 920.882.4070 I. Gregg Curry IV • John J. Russo • Steven J. Cerasoli • Scott C. Barr • Reg P. Wydeven Rebecca L. Kent • Kristy A. Christensen • Jennifer T. Bania • Michael W. Curry • David W. Platt Of Counsel: Dennis M. Wydeven • Randall A. Haak • John A. Esler May 2011 • INSIGHT | 49

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