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The Market For Self-Improvement Products & Services

The Market For Self-Improvement Products & Services

Simply the most comprehensive business analysis that exists of the self-improvement market. This Marketdata study examines the $9.6 billion market for motivational “self-improvement” programs and products that seek to improve us physically, mentally, financially or spiritually. Discusses the market for: books, CDs/DVDs, audiobooks, infomercials, motivational speakers, public seminars, workshops, retreats, webinars, 16 holistic institutes, personal coaching, websites, Internet courses, training organizations and more. Nature of the business and outlooks for each market segment. Major topic categories covered: weight loss/exercise, business/sales skills, business opportunities/investing, improving relationships, and general motivational.

The study analyzes market segments/structure, the market’s $ size/growth (2003-2018 forecast), the shift to Internet delivery of content, customer demographics, in-depth profiles of 40 top motivational speakers (Tony Robbins, Deepak Chopra, Phil McGraw, Dr. Laura, Brian Tracy, Suze Orman, Tom Hopkins, Robert Kiyosaki, Zig Ziglar, many others), top 100 infomercials for 2009-2013, 2015 status reports of the U.S. weight loss market, and more. New chapter covering Internet money-making “mastery” courses/“academies”/programs. Interviews with market leaders.

Contains a 110-page chapter profiling the activities/specialties/speaking fees and revenues of the top motivational speakers, with a ranking of the top 101. 56 in-depth competitor profiles: Gaiam, Nightingale-Conant, Hay House, Peak Potentials, Landmark Education, Skillpath, National Seminars Group, Fred Pryor/Career-Track, Selfgrowth.com, Success Magazine, Beliefnet.com, Toastmasters, Dale Carnegie Associates, Franklin-Covey, others. Results of latest surveys from: The Audio Publishers Assn., Publishers Weekly, Intl. Coach Federation, Electronic Retailing Assn., Response Magazine, 2014 ICF Global Consumer Awareness Study, and more.


Introduction: Study Scope & Methodology
Explanation of where the information came from: “primary” & “secondary” sources: methodology, definition of the self-improvement market, scope of the research
Executive Overview of Major Findings
Highlights of ALL chapters--Discussion of market nature & definition, characteristics, major developments of past 2 years, avg. customer profile, why demand exists for programs.
Findings/transcripts of interviews with market movers & shakers at: selfgrowth.com (David Riklan, Steve Salerno (author of “Sham”, others), technology trends, marketing methods.
Changing of the guard: older gurus retiring and dying, who will replace them?
The explosion of SI content via Internet entrepreneurs – discussion
Negative publicity still exists: indictment of Kevin Trudeau, company closures and criticisms
Market Size & Growth, Segments: Table & Discussion of total market size, growth, outlook (2003, 2005, 2007, 2009, 2011, 2013-14, 2018 forecasts), estd. $ size of major segments BY DISTRIBUTION CHANNEL: Infomercials, mail order catalogs, motivational speaker seminars, holistic institutes, self-improvement books & audiobooks, personal coaching
Market Segment Outlooks: discussion of mkt. size/growth/characteristics/trends for: 1. Infomercials (2013-2014 sales by topic, qtrly. media billings), 2. Motivational speakers mkt., 3. Personal coaching market, 4. Holistic institutes & training organizations mkt., 5. self-improvement books mkt. 6. Audiobooks mkt., 7. Public seminars, 8. Websites & Internet mastery courses, 9. Weight programs loss mkt.
Status report of the U.S. Weight Loss Industry ($ size 2002-2014, by 10 mkt. segments, trends, dieter demographics/number, mkt. nature, major mkt. trends/developments, etc.)
The Motivational Speakers Market
Discussion of number of professional speakers in the U.S., avg. earnings, estim. 2005, 2007, 2009, 2011 income for the top gurus (table) - from speaking engagements, books, consulting, training, list of top speakers’ bureaus, how speakers operate
Recent market trends: live events, shift in product mix to webinars/online courses
Avg. yearly earnings per motivational speaker, % from products/speaking.
Overview/size of corporate training market
Speaking fees by person: top 9 – table
List/ranking of top 101 self-improvement experts, compiled by Self-Improvement Online, Inc.
New up and coming speakers, profiles of: Brendon Burchard, Pete Bissonnette,
In-depth profiles of top self-improvement “gurus”/celebrities (living and past) - descriptions of their organizations, biographies, 2011/2013revenue estimates/actual when available, products/services offered, books authored, speaking fees, consulting, specialties, headquarters address, websites, for...
…Anthony Robbins, Jack Canfield, Mark Victor Hansen, Deepak Chopra, Suze Orman, Stephen Covey, Marianne Williamson, Brendon Burchard, Pete Bissopnette, Zig Ziglar, Brian Tracy, Dr. Phil McGraw, Dr. Laura Schlessinger, Kevin Trudeau, Sylvia Browne, Dale Carnegie, Wayne Dyer, Robert Kiyosaki, Robert Allen, John Gray, Iyanla Vanzant, Les Brown, Louise Hay, Og Mandino, Ken Blanchard, L. Ron Hubbard, Napoleon Hill, Tom Hopkins, Leo Buscaglia, Jim Rohn, Spencer Johnson, Barbara DeAngelis, Earl Nightingale, John Kabat-Zinn.
The Personal Coaching Market
Definition & summary of the market, number of active coaches in U.S., worldwide, coaching specialties, differences between coaching and consulting, corporate vs. personal coaching, most common myths about coaching, phone coaching
Results of 2014 ICF Global Consumer Awareness Study: why people use coaches, why they don’t, their objectives, by sex, age
Status report of the market, topics in demand, corporate vs. consumer customers
The market’s major trade group and periodicals (address list)
Average annual earnings, fees, no. of clients, outlook, extensive operating ratios
Market $ size and projected growth, 2008, 2009, 2011, 2016F– 2012 ICF Global Coaching Study
Profiles of 6 top coaches: Bernie Siegel, Colleen Bracken, Diane Brennan, Pat Mathews, Pat Boney, Kay Cannon
List of major coaching periodicals.
The Direct Response Market: Infomercials
Discussion & analysis of infomercials as a sales/advertising medium, reasons for growth in popularity and doubling since 1996, emerging trends, mkt. size, 2014 status report, $ media billings by topic, by quarter, why infomercials are popular, effects of recession on sales
Demographic profile of infomercial buyers from: Electronic Retailing Assn. (by sex, age, income, why they buy, how much, how often, top motivating factors, DRTV demographics
Tables: 2007, 2008, 2009, 2013 and 1st half 2014 media billings , by topic
Table: estim. $ mkt. size (retail sales) 2011-2014, by major categories (exercise equipment, diet plans, business/financial, general motivational) – self-improvement topic
List of top 100 long and short-form infomercials of 2-13, 2011, 2009, top 100 (Jordan Whitney) – show name, products, distributor
2015-2018 Marketdata growth forecast, historical share of total info. Sales by self-improvement programs
List of top infomercial producers.
List of leading infomercials of past decade (producer, $ sales, etc.)
List, brief descriptions of other infomercials for: weight loss, relationships, general motivational, business opportunities.
The Self-Improvement Books Market and New Age Bookstores
Status of book buying in 2013 vs. 2011, $ sales by major category (Publishers Weekly annual report, diet book bestsellers of 2013 – lack of self-improvement bestseller data
The Secret – A Movie and book phenomenon that boosted the market, estim. sales, persons made famous, Oprah Winfrey’s role.
List of self-improve. books in 2013, 2011, 2009 (units sold, $ sales, authors),
Summary of “new age” bookstores mkt.: chains vs. independents, how many in the nation, products sold, growth, customers, specialties. estd. sales, share of sales by major topics
Marketdata and Simba Information $ estimates of size of self-improvement books mkt., 2003, 2005, 2007, 2009, 2013, 2018 forecasts, the major book distribution channels.
Discussion/analysis of the diet books market, buyer demographics, what makes a bestseller, $ mkt. value, list of best-selling diet books since mid-1980s.
The Self-Improvement Audiobooks Market
Market status and growth (2011-2018 forecasts), strong unit sales growth in 2012, 2013, buyer demographics, popularity rank for 14 topics, where audiobooks are purchased, segments, total audiobook sales vs. share for SI audiobooks, major competitors.
Latest APA consumer survey results on market growth, audiobook formats, sales trends, comparisons to earlier surveys.
Latest audiobook user surveys by Consumer Electronics Assn., APA, etc. (frequency of use, no. bought, where listened to, etc.) – why Marketdata estimates differ from APA’s
Self-improvement audiobooks mkt. size vs. total spoken audio mkt.
Leading publishers address list (address, phone, key titles published): Harper Audio, Simon & Schuster, New Star, Nightingale-Conant, Random House, TIME Warner, etc.)
Company profiles: Nightingale-Conant, Audible.com
The Major Self-Improvement Websites
Discussion/summary of self-improvement websites – why most are not successful
Discussion of increasing role of the Internet in producing SI content, positive/negatives
Traffic rankings: 2010, 2012, 2015 Alexa, traffic ranks and estimated daily visitors for top 25 sites
Internet Mastery courses, money-making systems, academies and online “universities” – whythey over-promise, what they offer,marketing strategies, costs & descriptions for: Ryan Deiss, Jeff Walker, Callan Rush, Russell Brunson, Glenn Dietzel, Daniel Hall, Eben Pagan, Jay Boyer, Mike Koenigs, Steve Harrison, Jeremy Frandsen & Jay Van Orden Competitor profiles: Selfgrowth.com, Consciousone.com, TSTN.com, success.com, Beliefnet.com , Thirdage.com. (headquarters, site description & specialties).
Holistic Institutes & Training Organizations
(Self-improvement workshops, seminars, courses, retreats, training organizations)
Discussion of overall market status and 16 U.S. centers’ philosophies, course offerings and prices, 2013 enrollments, growth since 1960s, nonprofit/for-profit status, specializations, estd. and actual 2011 revenues/budgets, workshop topics in demand, mkt. size and 2018 forecasts.
Status of the market in 2013-2014, enrollments, trends
Table: Estim. revenues in 2007, 2009, 2011, 2013 for top institutes, training organizations
Address List of top centers in the U.S., directors’ names, 2013 attendance for each center
Descriptive profiles and background, sample courses, no. attendees, for leading facilities: (Omega Institute, Esalen Institute, New York Open Center, Oasis Center, Naropa, Option Institute, Wainwright House – 2013 financial statements/budgets/expenses by type)
Franklin-Covey Co. – profile, training/consulting vs. retail business, financials 2008-2013
Dale Carnegie Training – profile, revenues
Toastmasters International – profile, revenues
Gaiam Inc. - profile, financials 2007-2013
Hay House – profile, estd. revenues.
The Public Seminars Market
Discussion/analysis of large group vs. small group seminars, difference in cost structure, profitability, fees, individual speakers doing public seminars, mkt. size and status report, why this is a difficult model to make profitable, estd. mkt. size., IRS Form 990 fiscal 2010-2013 actual revenues/expenses/profits statements) Company Profile: Fred Pryor/CareerTrack (Park University) Company Profile: Learning Strategies Corp. Company Profile: Skillpath Seminars (Graceland Univ.) Company Profile: National Seminars Group (Rockhurst Univ.) Company Profile: Peter Lowe (Get Motivated) seminars – past history/business model, bankruptcy, management issues, past owners, etc. Company Profile: Landmark Education Company Profile: Peak Potentials, T. Harv Eker.
Status Report of The U.S. Weight Loss Market
Summary/status of the industry in 2013-2014 recent and emerging trends, Marketdata forecasts, advertising trends, current do-it-yourself trend
2013-2014 Performance of leading commercial, medical, online chains (Medifast, NutriSystem, Jenny Craig, Weight Watchers – public & private companies)
Discussion of major industry trends, major mkt. developments., why medical programs ar growing faster than commercial ones, the move to retail outlets and healthcare mini-clinics, opportunities afford by Obamacare.
Reasons why commercial diet companies are struggling, untapped mkts., lack of customization, poor management, other factors
2014 performance of: commercial programs, meal replacements, medical programs
Table: Marketdata estimates of the 10 major segments of the diet industry, $ values (2010 to 2014)--diet soft drinks, artificial sweeteners, health clubs, commercial programs, medical Programs by type, low-cal foods, retail meal replacements, diet pills, diet books, etc.)
Table: Comparative growth rate for all diet mkt. segments
Tables: Revenues of commercial diet centers, market share of top chains (2010-2014).
Reference Directory of Information Sources (free with any chapter order)
(Names, addresses, phone, key contacts at relevant trade groups, journals, periodicals in the field)

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