Outlining a How-To for New Operations

In Journalism That Matters, I've gotten help working on an outline for new civic media or community media operations. If there were a comprehensive book, class or Web site on the subject, what might it include?

I'm interested in your thoughts -- on the items listed, the order and appropriate resources.


PRELIMINARIES (or, starting to start)
* Intro
* What to do when
* Disruption, finding a need, being “good enough”
* Market research
* Organization and ownership types
- solo or not
- profit, nonprofit or low-profit, limited liability company
- loose group, firm or corporation
- fiscal sponsorship
* Budgeting and business planning (including worksheets, guidelines for estimates and benchmarks, and when to stop planning and start doing)


BUSINESS
* Revenue sources and methods
- ad sales, including guidelines for rates
- grants and donations
- loans
- investments
- other
* Advertising design (and production?), multiple media
* Marketing and making pitches
* Bookkeeping
* Miscellaneous, such as
- insurance
- office shopping and equipping
- taxes

COMMUNITY and SOCIAL
* real-world
* gaining audience
* engagement


EDITORIAL
* Ethics and related
* Reporting
* Miscellaneous, including
- data
- alternate forms

HELP when you need it -- finding and working with:
- advisers
- contributors
- employees
- networks
- partners
- professional services (such as lawyers and accountants)
- freelancers and contract workers
- vendors
- volunteers


INTERNET
* General, including
- pros and cons
- best and worst types of markets
* Editorial
- starting a site: domain name and hosting
- blogs
- content management systems
- CSS
- design, including appearance and usability
- HTML
- miscellaneous, such as wikis, games, Twitter, newsletters
* Social
- comments
- discourse level
- mailing lists and discussion boards and forums
- membership
- moderation
- names policy
- registration
- etc.


OTHER MEDIA TYPES and TECHNOLOGIES
* Include for each
- pros and cons
- best and worst types of markets
* Audio, including digital and radio
* Art
- photo
- miscellaneous, such as cartoons, comics, graphs
* Paper and text, including
- circulation
- design and pagination
- newswriting
* Video, film and television
* Other media forms, such as
- chalkboard
- digital signs
- posters
* Technology miscellaneous
- phones and mobile devices
- security
- spam control
- not yet invented


MISCELLANEOUS (I haven’t figured out the best section yet. What do you think?)
* Case studies
* Interactivity – both social in general and technical tools
* Legal matters -- both business and editorial
* Open source
* Metrics and analytics
* Privacy


Some possible resources:
* Community Media Sustainability Guide, from Internews, aimed at community-owned radio stations in the developing world:
http://www.naa.org/Resources/Articles/Digital-Media-Adv-Toolkit/Digit...
* J-Learning, “how-to site for community journalism,” apparently intended for nonjournalists:
http://www.j-learning.org/
* Meatball Wiki – “Meatball is a community of active practitioners striving to teach each other how to organize people using online tools. Members here are either community managers or are building supporting tools; MeatballOutreach lists some of our affiliated projects. We gather here in a spirit of BarnRaising, exchanging help when needed, mostly by teaching each other.”
http://www.usemod.com/cgi-bin/mb.pl
* NAA's Digital Media Advertising Toolkit, intended for ad people at mainstream newspapers:
http://www.internews.org/prs/2009/20090225_mediaguide.shtm
* Newspaper Next
* SCORE, the Service Corps of Retired Executives (U.S.)
* Small Business Administration (U.S.)
* The Site Wizard:
www.thesitewizard.com/
* Web schools, free tutorials:
www.w3schools.com/
* More TK