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Feed from the The Business of Anime panel at Providence Anime Conference 2008. Transcription: bayoab
Note: ( ) is usually commenting on the panel and was not said.
This is unedited.

19:02:56 <bay|PAC|AnimeBiz> waiting for previous panel to finish
19:05:05 <bay|PAC|AnimeBiz> (n key is flaking again....)
19:08:16 <bay|PAC|AnimeBiz> (technical difficulties)
19:09:14 <bay|PAC|AnimeBiz> The business of anime... with Adam Sheehan...
19:10:01 <bay|PAC|AnimeBiz> senior events manager from funi...
19:10:01 <bay|PAC|AnimeBiz> as a guest here..
19:12:09 <bay|PAC|AnimeBiz> show purchase (Step #1)
19:12:25 <bay|PAC|AnimeBiz> negotiations with licensors, acquiring different rights, choosing the right show...
19:12:44 <bay|PAC|AnimeBiz> most of the licensors are consortiums
19:13:06 <bay|PAC|AnimeBiz> every member of the consortium needs to be convinced..
19:13:32 <bay|PAC|AnimeBiz> different rights... DVD, digital, merchandising, ... all the stuff we can do with the show...
19:14:00 <bay|PAC|AnimeBiz> sometimes rights are unavailable or prices are absurdly high
19:14:53 <bay|PAC|AnimeBiz> choosing the right show.. price per episode, how it did in japan, relationship with various licensors, is there a US buzz (cosplay, conventions, online)
19:15:16 <bay|PAC|AnimeBiz> Brand creation (Step #2) creative brief, brand plan, department meetings...
19:18:21 <bay|PAC|AnimeBiz> (brief is shortened version of plan)
19:21:23 <bay|PAC|AnimeBiz> (get everyone on the same page and follow the preplanned out plan)
19:21:51 <bay|PAC|AnimeBiz> Brand Plan (step #3): ads (print, online), retail, "outside of the box" (wom, conventions)
19:22:25 <bay|PAC|AnimeBiz> (wom = word of mouth)
19:24:23 <bay|PAC|AnimeBiz> (talking about the DtB thingy they did at NYAF)
19:24:48 <bay|PAC|AnimeBiz> Execution (step #4) delivery dates, approvals (lol cat pic here), departmental communications
19:25:45 <bay|PAC|AnimeBiz> japanese approve everything...
19:25:51 <bay|PAC|AnimeBiz> can take a while...
19:30:19 <bay|PAC|AnimeBiz> hardcore vs mainstream (sidenote) (densha otoko pic vs walmart pic)
19:32:41 <bay|PAC|AnimeBiz> (try to do as much as possible to prevent a hardcore revolt)
19:32:50 <bay|PAC|AnimeBiz> merchandise (Side note)
19:33:40 <bay|PAC|AnimeBiz> tshirts, wallscrolls, figures, etc
19:33:53 <bay|PAC|AnimeBiz> whole other separate system for merchandise
19:34:28 <bay|PAC|AnimeBiz> digital (sidenote)
19:34:48 <bay|PAC|AnimeBiz> on itunes, psn, xblive, hulu, own site, etc...
19:34:51 <bay|PAC|AnimeBiz> youtube..
19:35:51 <bay|PAC|AnimeBiz> launch (step #5), 1st week sales, adjustments, results...
19:37:04 <bay|PAC|AnimeBiz> 1st week sales are key... a giant % of sales and trend are in the first 3 weeks..
19:38:26 <bay|PAC|AnimeBiz> continuing releases (step #6): additional volumes, brand plan changes, keep the fire burning
19:38:54 <bay|PAC|AnimeBiz> keep reminding people about new volumes...
19:40:31 <bay|PAC|AnimeBiz> 2nd life (step #8) : box set, add on's and bundles, discounts
19:41:06 <bay|PAC|AnimeBiz> usually bring out expensive boxset with extras, then a year later the cheapo boxset with just the discs
19:41:41 <bay|PAC|AnimeBiz> q&a
19:42:11 <bay|PAC|AnimeBiz> q: how much of a dvd price makes it back to funimation?
19:42:37 <bay|PAC|AnimeBiz> a: depends on the store... or coupons or loss leaders or bulk...
19:43:43 <bay|PAC|AnimeBiz> will usually dictate a minimum price...
19:43:53 <bay|PAC|AnimeBiz> q: tremendous flops?
19:44:01 <bay|PAC|AnimeBiz> a: no real super flops...
19:44:40 <bay|PAC|AnimeBiz> there is stuff that they aren't happy with the sales
19:45:41 <bay|PAC|AnimeBiz> sometimes the plan doesn't maximize potential sales...
19:47:31 <bay|PAC|AnimeBiz> q: how do you determine the grade for a brand (this came from the previous question about marketing budgets)
19:48:05 <bay|PAC|AnimeBiz> a: depends on what rights they have and the potential for the growth of the show
19:50:13 <bay|PAC|AnimeBiz> q: (question about rivalries) a: (lack of competition hurts the industry, they want competition)
19:56:20 <bay|PAC|AnimeBiz> q: series doing better in later volumes and maintaining sales?
19:57:26 <bay|PAC|AnimeBiz> a: vol1 is usually the best in sales... then halved vol 2, and halved for 3-6
19:58:44 <bay|PAC|AnimeBiz> end
Notes: None