JIU-JITSU

YOUTUBE CHANNEL
BUSINESS RECOMMENDATION

LCC 3401-B
04/28/2010

Nathaniel Reddy
Prithiviraj Jyothikumar
Tyler Edelen
Puneet Agarwal
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Business Recommendation

TABLE OF CONTENTS
Executive Summary ........................................................................................ 3

Introduction ..................................................................................................... 4

Defining the Problem ...................................................................................... 4

Recommendations ........................................................................................... 4
Equipment

Successful YouTube Videos

Keeping the Channel Fresh

Conclusion ...................................................................................................... 9

Works Cited .................................................................................................. 10

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Executive Summary

YouTube provides a premiere arena for small businesses like your Jiu-Jitsu studio to promote
their work and facilitate growth. The difficulty in doing so is in producing quality videos and
attracting and maintaining your target audience. There are three keys for attaining this goal.
Selecting quality equipment within your budget will allow you to produce professional videos
and set you apart from competition. Creating unique, searchable videos and a widely visible
YouTube channel will improve your online reputation and attract the target audience. It is also
very crucial to maintain and monitor your YouTube channel to keep viewers engaged. By
following the recommendations presented below, you will be able to host a successful channel
and promote your business effectively.

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Introduction
Today, YouTube has become one of the largest media for marketing upcoming brands,
companies and products. Millions of people log in to YouTube daily not only for information
and learning but also to relax during busy times. YouTube links can also be embedded into other
websites and social networks making it a very user friendly tool. Ms. da Silva, you have made a
good decision to start a channel on YouTube to promote your new studio and the art of Jiu-Jitsu.

Having a YouTube channel is a great tool but to make sure that this channel reaches the targeted
audience, it is necessary for you to have appropriate production equipment and a strategy that
will keep the channel fresh and attractive.

Defining the Problem

In creating a YouTube channel, the most difficult task is to attract a wide audience and a high
volume of traffic. Due to the limited budget that you have, it is important to choose affordable
equipment that will produce quality videos. You will also need to use your time effectively in
maintaining the channel to keep viewers interested.

Taking this into account, our team has researched equipment costs and quality as well as
methods to maintain a successful YouTube channel. We have described below three major
recommendations that can make your channel and business popular – equipment cost analysis,
tips to have a successful YouTube channel and ways to keep the channel fresh.

It is also important to consider the type of videos being created. The recommendations here are
directed to interviewing and demonstrating techniques.

Recommendations
Equipment

In order for a YouTube channel to be successful you must use the right equipment to show your
viewers that you are committed to producing high-quality videos. In order to do this several sets
of equipment are necessary. First a high quality camera should be used to film your segments in
order to produce videos that set you apart from the millions of amateur videos that appear on
YouTube. Second, and equally important, is the audio quality of your videos, because not only
do you want to be seen by the world, you want to be heard. One often overlooked component of
quality video production is the use of lighting to enhance your production and provide the right
mood and accents. Finally, you need to be able add that final bit of polish to your videos by
utilizing a simple but powerful video editing software setup to add necessary editorial touches.

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Camera

For your initial camera we suggest that you purchase the Cannon VIXIA HF S1001 for its ease of
use and easy setup. The camera is HD capable and records directly to an SDHC memory card.
In addition, the camera can hook up to a computer or television via a USB 2.0 cable or an HDMI
cable which provides flexibility for how you want to utilize the camera.

.
Figure 1: Canon Vixia HF 100 Camera

With YouTube now providing HD support this camera provides an economical package that will
work seamlessly for producing digital content for online consumption. The camera utilizes a
flash hard drive which deceases lag time and increases durability, and also features the ability to
record directly to a removable SDHC memory card. Since a flash drive has no moving parts, the
camera itself is much more durable than cameras that utilize a traditional hard drive. The Cannon
VIXIA HF S100 costs $1,099.99.

Microphone

An inexpensive and quality microphone is necessary to ensure that your audio, whether live or
dubbed, is recorded in high quality. For live audio recording we suggest the Sony WCS-999
wireless microphone system2 which costs $149 for the microphone itself, a transmitter, receiver
and monitoring earphones. With two of these devices you and an interviewee can ensure that
you’re being recorded in high fidelity and are still free to demonstrate moves and techniques.
The receiver can be hooked up to any microphone port for easy sound mixing with editing
software.

Another option useful for dubbing is the Shure PG56 - LC Instrument Microphone, which costs
$64.00 and is highly durable. Though this microphone is not nearly as portable for live action
recording, it is perfect for stationary use such as redubbing during the final editing process.

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Figure 2: Sony Microphone

Lights

In order to ensure that the video content of your YouTube channel is of utmost quality, proper
lighting is an absolute must. For use in your studio we suggest the Dayflo-EZ Lite Ultra 1200 3
Head Kit3. The Dayflow lights allow for proper lighting in myriad settings and they also come
with a bag for easy storage. Furthermore, the instructional DVD included in the kit provides you
with additional information required to effectively use the product. This 3 set light set up costs
only $695.

Figure 3: Dayflo-EZ Lite System

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Video Editing Software

Finally, no video is complete without editing. Though most computers these days come with
video editing software, we suggest that you invest in a more sophisticated system such as
PowerDirector 84. PowerDirector 8 costs $84.95 for the ultimate edition and allows for the
insertion of audio tracks, soundtracks, slow motion, and surround sound. Furthermore, it is
designed to handle HD programming so it will work very well with the Cannon camera.

Equipment Type Brand Cost

Video Camera Cannon Vixia HF S100 $1,099.99
Sony WCS-999 wireless
$298.00
microphone system X 2
Microphone
Shure PG56 - LC Instrument
$64.00
Microphone
Dayflo-EZ Lite Ultra 1200 3 Head
Lighting System $695.00
Kit
Editing Software PowerDirector 8 $84.95
Total Cost $2241.94
Table 1: Complete Equipment Cost Analysis

The total cost inclusive of 8% tax will be $2430. Shipping on the above products is free as of
now but assuming that shipping does not remain free in the future, the total cost of all the above
equipment will be $2700. It is recommended that you insure your equipment as you will travel
frequently. Based on our research, you will be able to insure all of your equipment for a total of
$50 bringing your total expenditure to $2750.

Successful YouTube Videos

In order to direct the public’s attention to a young business organization that is just beginning, a
brief introduction and mission statement about the program can draw the intended audience. In
the case of creating a jiu-jitsu business with the intention to inspire girls and women to train
martial arts, a brief intro on jiu-jitsu with emphasis on why females especially should take
martial arts will promote the business and attract the targeted audience.

When creating a video to promote jiu-jitsu for the female population, it is often beneficial to
choose the right tags. By doing so, there is a higher chance that your video will appear to the
audience. To relate to your jiu-jitsu business, just creating a tag that states “martial arts” will
result in multiple videos that range from karate to tai-chi. Under such cases, one may have to sort
through numerous times to find a video on jiu-jitsu, let alone your organization’s style of jiu-
jitsu. To narrow down the results and increase the likelihood of viewing your video, it is often
best to include tags related to your organization. In addition to “martial arts” as one of the tags,

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having “jiu-jitsu”, “women” and possibly the name of the organization will increase the publicity
of your organization.

YouTube is a great way to get loyal viewers or “subscribers” and by doing so will increase the
popularity of your organization. One way to get subscribers is to constantly update your video
library by adding a new video on a regular basis5. By doing so, viewers will anticipate the
posting of the next video and this anticipation will show that the organization of the video is
going on the right path to promote its business6. In your case, interviewing top figures in the jiu-
jitsu world shows credibility and a sense of uniqueness to your organization.

As there are aspects present that help promote your organization, you should also keep in mind
that there are also ways that can diminish your reputation. Such actions should be avoided to
maintain success of your organization.

Many people will add constructive comments to each video and sometimes it is good to take
these comments to help improve future videos. On the other hand, there are people who would
post negative comments just for the fun of it. In such scenarios, it is best to avoid responding
back to these comments5. By avoiding such confrontations, your organization maintains a sense
of professionalism, which is highly looked upon. You can also take a few steps to eliminate
negative comments. For example, as the owner of the video, you have the right to delete negative
comments and block these users from posting future comments in your other videos.

Under no circumstances should you spam to promote your organization5. Although through spam
many people will notice your video and your business, in the long run it does more harm than
good. People normally look down on spam because they are forced to look at a video that they
did not intend to watch in the first place, which leads to ruining the business credibility and
reputation.

Keeping the Channel Fresh

One of the key strategies to have a successful channel alongside all the above discussed points is
to keep the channel fresh by uploading new videos and content regularly. In determining your
time commitment with a YouTube channel, it is important to consider both frequency and
reliability of your videos. In general, a successful YouTube Channel will have at least one new
video posting per month. Current popular YouTube Channels featuring Jiu-Jitsu content also
tend to have at least one video posting monthly7,8. Because of the competition and current
standard, monthly postings would be a minimum for you, but if time permits, more frequent
postings will keep the channel even fresher. As you become more experienced in video
production and the amount of time spent filming and editing is reduced, you will be able to
produce videos more frequently.

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Once you have chosen a frequency, it is very important that you reliably release videos at this
rate. Your repeat viewers will be expecting videos at that pace, and if you change your pace or
become random in your posting intervals, you may lose subscribers9.

In addition to adding new content to the channel, you will need to spend time spreading your
name, responding to comments on your page, and keeping information on your channel up to
date. You should check your comments at least once weekly and consider responding to your
viewers to keep them engaged in your site. You will want to look at other YouTube channels
with similar content and post your videos as a video response9. Depending on how many
subscribers you have, these tasks could take an average of one hour per week.

Conclusion
Investing in a YouTube channel to promote a business is a very good decision. By using
appropriate equipment and the strategies stated above, this channel can become very successful
with the targeted audience. With the small investment of $2750, you will be able to purchase
equipment that will meet these needs. Always be aware that spending more money above these
recommendations will provide you with higher quality equipment; however, these suggestions
will provide you with all the tools necessary to create quality video.

In addition to creating quality videos, you will need to produce videos that attract your targeted
audience. Frequently and consistently updating your channel will keep this audience interested
and involved in your videos.

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Works Cited
1. Canon Camera
http://www.usa.canon.com/consumer/controller?act=ModelInfoAct&fcategoryid=269&m
odelid=17992 (Accessed on March 9, 2010).
2. Sony Microphone
http://www.sonystyle.com/webapp/wcs/stores/servlet/ProductDisplay?catalogId=10551&
storeId=10151&langId=-1&productId=11037894 (Accessed on March 9, 2010)
3. Dayflo Lighting System
http://www.eoslightingllc.com/cm/videographers/dayflo-ez/ultra/dayflo-ez-lite-ultra-
1200/ (Accessed on March 9, 2010)
4. Power Director 8 Video Software
http://www.cyberlink.com/products/powerdirector/overview_en_US.html (Accessed on
Mar 9, 2010)
5. Successful YouTube Career
http://www.wikihow.com/Start-and-Maintain-a-Successful-YouTube-Career (Accessed
on Mar 9, 2010)
6. Successful YouTube Channel
http://www.vunty.com/post/2009/08/12/How-to-build-a-successful-youtube-channel.aspx
(Accessed on Mar 9, 2010)
7. Jiu-Jitsu
http://www.youtube.com/user/JiuJitsuMatrix#p/u (Accessed on April 28, 2010)
8. Jiu-Jitsu YouTube Video
http://www.youtube.com/user/BJJLegends#p/u (Accessed on April 28, 2010)
9. Successful YouTube Career
http://www.wikihow.com/Start-and-Maintain-a-Successful-YouTube-Career (Accessed
on April 28, 2010)
10. Electronics Insurance
http://photo.net/learn/insurance#bottomline (Accessed on April 28, 2010)

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