Team Name : Vini Vidi Vici
XLRI, Jamshedpur
Neha Gupta
Rishabh Chindalia
Sandeep Singh
Vikram Singh Rathore
Case Study Con...
PPT Flow
Slide 2 Team Vini Vidi Vici, XLRI Jamshedpur
1 • Industry Overview with Indian Perspective
2 • Target Segments
3 ...
Social Networking Sites
Slide 3 Team Vini Vidi Vici, XLRI Jamshedpur
Why Social Networking?
 Swap ideas
 Post comments/u...
Social Networking Sites – India Perspective
Slide 4 Team Vini Vidi Vici, XLRI Jamshedpur
 There has been tremendous growt...
Location Based Social Networking (LBSN)
Slide 5 Team Vini Vidi Vici, XLRI Jamshedpur
 If the connection to the home is th...
What are they ?
Slide 6 Team Vini Vidi Vici, XLRI Jamshedpur
What’s in it for you ?
Slide 7 Team Vini Vidi Vici, XLRI Jamshedpur
 With GPS capability, target consumers
with a higher ...
How do they do it ?
Slide 8 Team Vini Vidi Vici, XLRI Jamshedpur
Foursquare
 Mobile website & iPhone, Blackberry, Android...
How would you grow in India ?
Slide 9 Team Vini Vidi Vici, XLRI Jamshedpur
Smart Smartphones
 The rise of smartphones tha...
PPT Flow
Slide 10 Team Vini Vidi Vici, XLRI Jamshedpur
1 • Industry Overview with Indian Perspective
2 • Target Segments
3...
Target Segments
Slide 11 Team Vini Vidi Vici, XLRI Jamshedpur
THE IMPULSIVES
Age Group : 15 – 18 years (School Goers)
Inte...
Target Segments
THE SOCIABLES
Age Group : 20 – 30 years (Deal Seekers)
Interest : Knowledge, Sharing, High Social Involvem...
PPT Flow
Slide 13 Team Vini Vidi Vici, XLRI Jamshedpur
1 • Industry Overview with Indian Perspective
2 • Target Segments
3...
Directi LBSN – Scape
Slide 14 Team Vini Vidi Vici, XLRI Jamshedpur
Scape
An escape
A feeling of freedom
Our services stand...
PPT Flow
Slide 15 Team Vini Vidi Vici, XLRI Jamshedpur
1 • Industry Overview with Indian Perspective
2 • Target Segments
3...
Scape Business Model
Slide 16 Team Vini Vidi Vici, XLRI Jamshedpur
Scape
 Scape is a LBSN website & mobile application so...
PPT Flow
Slide 17 Team Vini Vidi Vici, XLRI Jamshedpur
1 • Industry Overview with Indian Perspective
2 • Target Segments
3...
Dashboard
• User Front end Page
• All functionalities and
Application to be
accessed through this.
Community Page
• It is ...
Scapes – Scape’s Virtual Money
Slide 19 Team Vini Vidi Vici, XLRI Jamshedpur
 Scapes is the virtual Currency on Scape Net...
S c a p e
The Taj Mahal Hotel, Mumbai
Try the new Wasabi at the Sushi
Bar.. Happy Hours from 3pm –
6pm… Avail now!!
Order ...
S c a p e
Fab India, Greater Kailash – I, Delhi
Analytics
Community
Page Update
Onsite
Users
Scape day on 10/10/10 (10th
O...
S c a p e
Neha Gupta
@ Marine Drive, Mumbai
Cool Breeze and a walk with
friends.. Awesome..
@ Gucci, Connaught Place
Ooooo...
S c a p e
Pin Up
Pin UpTreks
FriendsItinerary
Neha Gupta
Dashboard – Product Offerings
Pin Up
 This would be one of the b...
S c a p e
Hotspots
Levis , Phase – II, Def Col
Pin UpsTreks
FriendsItinerary
Benetton, Def Col
Nizam’s , Arjun Marg, Def
C...
S c a p e
Friends
Paridhi Bhuwania, Mochas
Pin UpsTreks
FriendsItinerary
Rosy Oberoi, Mc Donalds
Rishabh Chindalia, Nizam’...
Treks
Photo log - Take pictures and upload to your
photo log
Travel Challenge - Design your own travel
challenge for your ...
Neighborhood Search
 This is modification of Google search
 For example, if a user enter
“restaurants” in the search bar...
Hitch – Dating Service
 It is an application for friendship/dating
someone you don’t know
 Share profiles with this appl...
S c a p e
Neha Gupta
Really Bad Traffic!!!!! Avoid the
route.. Speed 10kmph!!
Traffic Feeds
Neha
Pin UpsTreks
FriendsHotSp...
Social Animal
 Indicate that you will attend a proposed get-
together, or suggest a venue for a proposed get-
together et...
PPT Flow
Slide 31 Team Vini Vidi Vici, XLRI Jamshedpur
1 • Industry Overview with Indian Perspective
2 • Target Segments
3...
Scape – Phases Rollout
Slide 32 Team Vini Vidi Vici, XLRI Jamshedpur
Phase 0
(Prelaunch)
Phase 1
Phase 2
PREPARE
 Value C...
Phase 0 – Value Creation
Slide 33 Team Vini Vidi Vici, XLRI Jamshedpur
Content
 The 1:9:90 rule says that 90% of all user...
Phase 0 – Content Building
Slide 34 Team Vini Vidi Vici, XLRI Jamshedpur
Seeding Social Network (Content Building)
 We wo...
Phase 0 – Content Building
Slide 35 Team Vini Vidi Vici, XLRI Jamshedpur
Partnership contd…
 Symbiotic Model - Using thei...
Phase 0 – Pre - Launch Business Partnership
Slide 36 Team Vini Vidi Vici, XLRI Jamshedpur
What
 One of the Basic feature ...
Phase 0 – Targeting Innovators
Slide 37 Team Vini Vidi Vici, XLRI Jamshedpur
Target Innovators
 Opinion leaders on whose ...
Slide 38 Team Vini Vidi Vici, XLRI Jamshedpur
North Region
Delhi (NCR) | Chandigarh | Ludhiana | Jalandhar
 All the citie...
Slide 39 Team Vini Vidi Vici, XLRI Jamshedpur
Phase 1 – Promotion through Gamification
What
“ Integration of game mechanic...
Slide 40 Team Vini Vidi Vici, XLRI Jamshedpur
Phase 1 – Increasing Visibility
Search Engine Optimization
“80% sites are di...
Slide 41 Team Vini Vidi Vici, XLRI Jamshedpur
Phase 1 – Loyalty Program
Scapes (Virtual Money) Earning Program
 We would ...
Slide 42 Team Vini Vidi Vici, XLRI Jamshedpur
Phase 1 – Direct Marketing and Strategic Tie-Ups
Direct Marketing
 Outdoor ...
Slide 43 Team Vini Vidi Vici, XLRI Jamshedpur
Phase 1 – Social Media Optimization
Social Media Optimization
 Other People...
Slide 44 Team Vini Vidi Vici, XLRI Jamshedpur
North Region
Lucknow | Kanpur | Jaipur
 Upcoming cities having high per cap...
Phase 2: Scape Expansion Plans
Slide 45
Team Vini Vidi Vici
XLRI Jamshedpur
Scape Merchandize
 To initiate Top of the min...
PPT Flow
Slide 46 Team Vini Vidi Vici, XLRI Jamshedpur
1 • Industry Overview with Indian Perspective
2 • Target Segments
3...
Scape Viral Marketing Plan
Slide 47
Team Vini Vidi Vici
XLRI Jamshedpur
Marketing
Step
How?
Time line
Targeting
Innovators...
PPT Flow
Slide 48 Team Vini Vidi Vici, XLRI Jamshedpur
1 • Industry Overview with Indian Perspective
2 • Target Segments
3...
Moolah Makers - Scapes
Slide 49
Team Vini Vidi Vici
XLRI Jamshedpur
Scape Earning Program
 Collaboration between companie...
Moolah Makers – On Site Users
Slide 50
Team Vini Vidi Vici
XLRI Jamshedpur
 Paid facility to the companies
 Scape messag...
Moolah Makers – Analytics
Slide 51
Team Vini Vidi Vici
XLRI Jamshedpur
Partners-in-action
 Enterprisers, consults, market...
Moolah Makers – Advertisements
Slide 52
Team Vini Vidi Vici
XLRI Jamshedpur
Model
 Pay per click advertisements
 Adverti...
Moolah Makers – Neighborhood Search
Slide 53
Team Vini Vidi Vici
XLRI Jamshedpur
 Users search for a particular entity in...
Moolah Makers – Social Animal
Slide 54
Team Vini Vidi Vici
XLRI Jamshedpur
 Featured page entailing the location
specific...
Moolah Makers – Merchandizing
Slide 55
Team Vini Vidi Vici
XLRI Jamshedpur
 Sell badges & T-shirts of the most famous
ico...
S c a p e
Vini Vidi Vici
Pin UpsTreks
FriendsHotSpots
Thank You !!
Slide 56 Team Vini Vidi Vici, XLRI Jamshedpur
Happy
Sca...
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Directi Case Study Contest 2010- XLRI ViniVidiVici

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Directi Case Study Contest 2010 submission by Team ViniVidiVici from XLRI Jamshedpur

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  • hey they did announce top 10 this time
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  • directi and competitions ? I dont think the bosses sitting in mumbai , care about announcing prize winners and forget awarding prizes .

    reference : Finals 09 , Campus presentations , Across IIM's
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Transcript of "Directi Case Study Contest 2010- XLRI ViniVidiVici"

  1. 1. Team Name : Vini Vidi Vici XLRI, Jamshedpur Neha Gupta Rishabh Chindalia Sandeep Singh Vikram Singh Rathore Case Study Contest
  2. 2. PPT Flow Slide 2 Team Vini Vidi Vici, XLRI Jamshedpur 1 • Industry Overview with Indian Perspective 2 • Target Segments 3 • Directi’s LBSN – Scape 4 • Scape Business Model 5 • Scape Product Offering 6 • Scape Phases Rollout 7 • Scape Viral Marketing 8 • Moolah Maker
  3. 3. Social Networking Sites Slide 3 Team Vini Vidi Vici, XLRI Jamshedpur Why Social Networking?  Swap ideas  Post comments/updates  Participate in activities/events  Chit chat  Breaking news  Schedule a date  Follow election results  Serious research
  4. 4. Social Networking Sites – India Perspective Slide 4 Team Vini Vidi Vici, XLRI Jamshedpur  There has been tremendous growth of social networking sites in India  Few of the factors that are contributing to this growth are –  Rise of per capita income  Youth bulge (large chunk of the population lies between 18 – 23 years age bracket)  Rise of mobile phones usage
  5. 5. Location Based Social Networking (LBSN) Slide 5 Team Vini Vidi Vici, XLRI Jamshedpur  If the connection to the home is the ‘last mile’, location based services are the ‘final inch’  Allow users to ‘check-in’ through a smart phone application  Visitors earns points & rewards like a discount  Users provide reviews and tips  Users learn about the spots popular in their social circle  Learn what co-workers/friends are doing
  6. 6. What are they ? Slide 6 Team Vini Vidi Vici, XLRI Jamshedpur
  7. 7. What’s in it for you ? Slide 7 Team Vini Vidi Vici, XLRI Jamshedpur  With GPS capability, target consumers with a higher degree of receptivity with mobile advertising.  Coupons and special deals can be better positioned to consumers.  Rather than segmenting by demographics, behavioural segmentation allows for the right message to get to the right consumers on a real-time basis.  Build word-of-mouth and brand advocacy by allowing users to post reviews, comments and testimonials while interacting with the product at any given moment. ABI Research Report states that -  Location Based Social Networking to generate $3.3 billion by 2013  Most of the networks make money from licensing and revenue sharing with network providers or handset manufacturers
  8. 8. How do they do it ? Slide 8 Team Vini Vidi Vici, XLRI Jamshedpur Foursquare  Mobile website & iPhone, Blackberry, Android and Symbian application Plazes  Partnership with Nokia after Blackberry & iPhone Gypsii  Deals with Garmin & Samsung Loopt  Partnership with various US mobile carriers City Sense  Actual mobile application available only on Blackberry MobiLuck  Symbian & Windows mobile Smart phone users
  9. 9. How would you grow in India ? Slide 9 Team Vini Vidi Vici, XLRI Jamshedpur Smart Smartphones  The rise of smartphones that allow Internet access, and participation in social networking sites, grew significantly in recent years Mobile Internet Users  BCG Report 2010 states that India will reach 237 million mobile internet users by 2015 Social Networking Sites  There has been tremendous growth of social networking sites in India
  10. 10. PPT Flow Slide 10 Team Vini Vidi Vici, XLRI Jamshedpur 1 • Industry Overview with Indian Perspective 2 • Target Segments 3 • Directi’s LBSN – Scape 4 • Scape Business Model 5 • Scape Product Offering 6 • Scape Phases Rollout 7 • Scape Viral Marketing 8 • Moolah Maker
  11. 11. Target Segments Slide 11 Team Vini Vidi Vici, XLRI Jamshedpur THE IMPULSIVES Age Group : 15 – 18 years (School Goers) Interest : Gaming Schwartz Values : Achievement, Stimulation, Personification McClelland Needs : Need for Affiliation THE SELF-INDULGENTS Age Group : 18 – 23 years (College Goers) Interest : Friendship, Dating, Connectedness Schwartz Values : Hedonism, Self-Direction McClelland Needs : Need for Affiliation and Power With decreasing fertility rate in India, Influence of teenagers in family decision making is increasing. Their pockets are getting deeper too. Social networking sites like Facebook is primarily used by College students, need for connectivity is highest. Their receptiveness for innovative platforms is high too.
  12. 12. Target Segments THE SOCIABLES Age Group : 20 – 30 years (Deal Seekers) Interest : Knowledge, Sharing, High Social Involvement, Frequent Shopping, Leisure Travelling Schwartz Values : Social Recognition, Convenience McClelland Needs : Need for Power THE DEPENDABLES Age Group : 25 – 40 years (Office Goers) Interest : Time Management, Business Travellers Schwartz Values : Security, Social Recognition McClelland Needs : Need for Affiliation and Power With the rise in double income family in Indian Urban populace, the spending power of this segment is very high This segment has the customers whose rapid naturalisation with our Location Based Social Network (LSBN) would promote our B2B money making business. They are stable and long terms members too. Slide 12 Team Vini Vidi Vici, XLRI Jamshedpur
  13. 13. PPT Flow Slide 13 Team Vini Vidi Vici, XLRI Jamshedpur 1 • Industry Overview with Indian Perspective 2 • Target Segments 3 • Directi’s LBSN – Scape 4 • Scape Business Model 5 • Scape Product Offering 6 • Scape Phases Rollout 7 • Scape Viral Marketing 8 • Moolah Maker
  14. 14. Directi LBSN – Scape Slide 14 Team Vini Vidi Vici, XLRI Jamshedpur Scape An escape A feeling of freedom Our services stands for being free but connected Symbol stands for being affixed while on move
  15. 15. PPT Flow Slide 15 Team Vini Vidi Vici, XLRI Jamshedpur 1 • Industry Overview with Indian Perspective 2 • Target Segments 3 • Directi’s LBSN – Scape 4 • Scape Business Model 5 • Scape Product Offering 6 • Scape Phases Rollout 7 • Scape Viral Marketing 8 • Moolah Maker
  16. 16. Scape Business Model Slide 16 Team Vini Vidi Vici, XLRI Jamshedpur Scape  Scape is a LBSN website & mobile application software & requires the facility of GPS & internet on the smartphones  Inbuilt feature for the new compatible handsets to be manufactured  Freely downloadable for the existing compatible handsets Phase 1 - Launch  Application developed only for Symbian OS run mobile handsets: Nokia, LG, Samsung, Sony Ericsson  Revenue sharing model with the above handset manufacturers Phase 2 - Expand  Application later developed for other platforms: iPhone, Android and Blackberry  Revenue sharing model with the above handset manufacturers
  17. 17. PPT Flow Slide 17 Team Vini Vidi Vici, XLRI Jamshedpur 1 • Industry Overview with Indian Perspective 2 • Target Segments 3 • Directi’s LBSN – Scape 4 • Scape Business Model 5 • Scape Product Offering 6 • Scape Phases Rollout 7 • Scape Viral Marketing 8 • Moolah Maker
  18. 18. Dashboard • User Front end Page • All functionalities and Application to be accessed through this. Community Page • It is a user/business created scape page for a particular place, ex Restaurants, Shops etc. • Can be accessed by users and businesses through Dashboard and Business Board respectively Business Board • This is a front end for business. • They can provide input to relevant community page(s) and can avail other paid services. Slide 18 Team Vini Vidi Vici, XLRI Jamshedpur Scape Scape – User Interfaces Types
  19. 19. Scapes – Scape’s Virtual Money Slide 19 Team Vini Vidi Vici, XLRI Jamshedpur  Scapes is the virtual Currency on Scape Network  Users could earn it through different means like creating and joining Community pages, traffic feeds and reviews  Users also earn Scapes through a Scape Earning Program: ‘Checking-in’ the locations and updating his status for the same  Certain threshold number of scapes leads to consumers enjoying rewards and discounts Scape
  20. 20. S c a p e The Taj Mahal Hotel, Mumbai Try the new Wasabi at the Sushi Bar.. Happy Hours from 3pm – 6pm… Avail now!! Order for Cheese Corn Roll at Masala Kraft (not in menu) .. Taj Mahal Neha Reviews 61 FriendsPhotos Follow Scribble … Community Page  User created scape page for a particular place such as Restaurants, Hotels etc.  Scape users can become member of a community page by subscribing to it and earn Scapes (virtual money)  The board is collection of scribbles by community members  61 friends indicate that 61 of your friends have subscribed to this page  Members can write reviews about the place which make them eligible for more Scapes (virtual money)  Members can also upload photos and videos on the community page  By going to users can find out whether they can earn Scapes by visiting and pin-up(ing) there location at these places Board Slide 20 Team Vini Vidi Vici, XLRI Jamshedpur
  21. 21. S c a p e Fab India, Greater Kailash – I, Delhi Analytics Community Page Update Onsite Users Scape day on 10/10/10 (10th Oct, 2010). Click Here for more details Scape launches SMS services for onsite users with Airtel. Click Here for more details Scape Scape Business Board Deals – These are the B2B offers from Scape Free Services  Community Page (CP) Update – Businesses have an option to go to their CP where they can scribble latest offers for consumers, connect with CP subscriber, update photos and videos on CP too. Paid Services for businesses  Scapes (virtual money) Status - If business provide certain Scapes to users when they visit their premises and pinup their location then through this tab businesses can check the current Scape balance of all users  Onsite Users - Through this feature Scape will get a list of all the subscriber of its CP who are close to its location. Then it can initiate a one to one communication with them (scape - messaging)  Analytics - This feature will supply market analytics data (demographics, visit frequency etc.) of all subscribers Deals Slide 21 Team Vini Vidi Vici, XLRI Jamshedpur
  22. 22. S c a p e Neha Gupta @ Marine Drive, Mumbai Cool Breeze and a walk with friends.. Awesome.. @ Gucci, Connaught Place Ooooohhh… Great Collection.. Itinerary Sandeep Pin Ups Paridhi Treks FriendsHotSpots Dashboard Itinerary Will have user and their friends updates on the network Tabs  Pinups – register your current location and share it with your friends  Hotspots – best places to be  Friends – enlist your friends closest to you  Treks – Photo log of you latest explorations Details of each functionality are covered later Slide 22 Team Vini Vidi Vici, XLRI Jamshedpur
  23. 23. S c a p e Pin Up Pin UpTreks FriendsItinerary Neha Gupta Dashboard – Product Offerings Pin Up  This would be one of the basic feature of Scape.  When ever you are at some location and you feel to tell your friends about that or earn some Scapes money you need to Pin Up yourself to that location  It will also prompt you to update your Twitter, Facebook account, Myspace etc. accounts Slide 23 Team Vini Vidi Vici, XLRI Jamshedpur Your Current Location – East of Kailash, Delhi Pin Up Follow Up Auto Detected Current Location
  24. 24. S c a p e Hotspots Levis , Phase – II, Def Col Pin UpsTreks FriendsItinerary Benetton, Def Col Nizam’s , Arjun Marg, Def Col Mc Donalds, Lajpat Nagar Stone (Lounge and Bar), Lajpat Nagar - II Neha Gupta Dashboard – Product Offerings Hotspots  Tells about all the places (Restaurants, clubs, shops etc.) situated nearby  The display shall entail the users that have liked the community page of that place  Link to community page (displayed by blue arrow on the screen) Slide 24 Team Vini Vidi Vici, XLRI Jamshedpur
  25. 25. S c a p e Friends Paridhi Bhuwania, Mochas Pin UpsTreks FriendsItinerary Rosy Oberoi, Mc Donalds Rishabh Chindalia, Nizam’s Vikram Singh Rathore, Stone Sandeep Singh, Levis Neha Gupta Dashboard – Product Offerings Friends  Enlists all the friends who are closest (register) to your current location  The order of display is based on recency of the pinup by your friend  Leave a message on your friend’s dashboard or can send them an offer to chat Slide 25 Team Vini Vidi Vici, XLRI Jamshedpur
  26. 26. Treks Photo log - Take pictures and upload to your photo log Travel Challenge - Design your own travel challenge for your friends  Pin-up your self to few places and upload pictures of those places  Create travel challenges with the set of pictures of places which the users visited in his last trip (intra/Inter city) and had pinned up  The travel challenge would be posted on your friends’ Itinerary  Earn Scapes (virtual money) for designing trek challenges and completing challenges made by his friends Virtual Money have been covered in detail later Dashboard – Product Offerings WTC, Mumbai Gateway of IndiaMarine Drive Photo Log Sandeep Singh Travel Challenge Treks Slide 26 Team Vini Vidi Vici, XLRI Jamshedpur
  27. 27. Neighborhood Search  This is modification of Google search  For example, if a user enter “restaurants” in the search bar, the search results will display relevant restaurants based on the proximity to current location of the user. The current location will also be shown in the results. Dashboard – Product Offerings Sandeep Singh Neighborhood Search Auto Detected Current Location Le Cafe Star Grand Villa Storm Restro Bar Yo! China Restaurants Results Slide 27 Team Vini Vidi Vici, XLRI Jamshedpur
  28. 28. Hitch – Dating Service  It is an application for friendship/dating someone you don’t know  Share profiles with this application  When you are in places like concerts/ stadiums/discotheques and you switch on this application, software will match your profile with that of the other users of this application who are closest to you and have logged into the application at that moment  You will see name and dashboard links of your match  Message/chat to decide meeting location etc. Dashboard – Product Offerings Slide 28 Team Vini Vidi Vici, XLRI Jamshedpur Step 1 – Update your location Step 2 – See who is nearby Step 3 – Meet Up !
  29. 29. S c a p e Neha Gupta Really Bad Traffic!!!!! Avoid the route.. Speed 10kmph!! Traffic Feeds Neha Pin UpsTreks FriendsHotSpots Dashboard – Product Offerings Slide 29 Team Vini Vidi Vici, XLRI Jamshedpur Traffic Feeds  If you are on the road and you log on to this application, you can upload traffic feeds  Other users who close to that area and using this application would be able to see your traffic feed  Once people liked your update, you will earn Scapes  This would help them to take an alternative route in case of heavy traffic congestion. Your Current Location – Defence Colony, Delhi @From – Divya Marg @To – Moolchand 2 Users Liked your update Congratulations, 50 Scapes Earned !! Heavy Traffic!! Update on Scape Your Friends after seeing the traffic feed, will choose different route
  30. 30. Social Animal  Indicate that you will attend a proposed get- together, or suggest a venue for a proposed get- together etc.  Your plan will get added to application database  The system will connect you with friends-of- friends who have also expressed an interest in attending similar get-togethers  Once a group of friends-of-friends have decided to attend a get together, they might get a surprise group deal offer from the venue Dashboard – Product Offerings Slide 30 Team Vini Vidi Vici, XLRI Jamshedpur
  31. 31. PPT Flow Slide 31 Team Vini Vidi Vici, XLRI Jamshedpur 1 • Industry Overview with Indian Perspective 2 • Target Segments 3 • Directi’s LBSN – Scape 4 • Scape Business Model 5 • Scape Product Offering 6 • Scape Phases Rollout 7 • Scape Viral Marketing 8 • Moolah Maker
  32. 32. Scape – Phases Rollout Slide 32 Team Vini Vidi Vici, XLRI Jamshedpur Phase 0 (Prelaunch) Phase 1 Phase 2 PREPARE  Value Creation  Content Building  Partnerships  Buzz Marketing LAUNCH  Gamification  Loyalty program  Increase visibility  Identify avenues to Monetize  Direct Marketing EXPAND  Expand to more cities  Collaborate with businesses  Build Brand Loyalty  Enrich database
  33. 33. Phase 0 – Value Creation Slide 33 Team Vini Vidi Vici, XLRI Jamshedpur Content  The 1:9:90 rule says that 90% of all users are consumers, 9% of all users are curators and only 1% of the users are creators Collaboration  Idea that social media facilitates the aggregation of small individual actions into meaningful collective results Community  Idea that social media facilitates sustained collaboration around a shared idea, over time and often across space Cumulative Value  Idea that the social web enables us to not only aggregate individual actions, but also run sophisticated algorithms on them and extract meaning from them
  34. 34. Phase 0 – Content Building Slide 34 Team Vini Vidi Vici, XLRI Jamshedpur Seeding Social Network (Content Building)  We would make community pages of many famous places of target cities  We would also Build content for Community Pages, Traffic feeds, Hotspots, Social Animal(upcoming events) etc. Partnership  We would use free sources like Wikipedia to add relevant information on Community Page  Partner with online repositories and information websites Examples  Indiatimes.com (Bennett - Coleman) : News & upcoming event data  Placesonline.com : Specification about places in each of the cities, we are targeting in Phase 1  Timescity.com : List of restaurant, bars and pubs in 5 of our target cities
  35. 35. Phase 0 – Content Building Slide 35 Team Vini Vidi Vici, XLRI Jamshedpur Partnership contd…  Symbiotic Model - Using their database while providing them user generated traffic (their link would be shared) (acting as affiliate directory for them)  Purchase Model - We could get into purchase contract with above website to let us use their content for certain period until we generate enough user generated data Downside  Could be an expensive affair (A very good pitch for Scape would be required to make people understand this new concept)
  36. 36. Phase 0 – Pre - Launch Business Partnership Slide 36 Team Vini Vidi Vici, XLRI Jamshedpur What  One of the Basic feature of user engagement with brands and places is the Scape Earning Program.  We would get into Pilot Partnership with businesses for the scape earning program  Examples - Café Coffee Day, McDonalds, KFC, Pantaloons, Westside, Lifestyle Why  Target Consumers frequent above places  Business like Café Coffee Day and modern apparel retail is based on increasing footfalls, and Scape earning program does that Strategy  We can offer Pilot Programs to businesses for short time period like three to six months Downside:  Revenue earned from such Partnership would less in initial months because established brands would have higher bargaining power
  37. 37. Phase 0 – Targeting Innovators Slide 37 Team Vini Vidi Vici, XLRI Jamshedpur Target Innovators  Opinion leaders on whose opinion further adoption of Scape depends Advantages  Most will be flattered since we sought their opinion ahead of time (Viral Marketing Opportunity)  Reviews and mentions by influencers on their blogs would help create buzz – and buzz creates traffic Disadvantages  Any flaw that fails to please any influencer could lead to generation of negative buzz. Who are these Innovators  Social Media Activist : http://www.gauravonomics.com ?  Strategic Social Media Solutions: http://www.blogworks.in/ ,  Social Media Opinion leaders: http://ritubpant.com  Youth centric blogs: http://youthcurry.blogspot.com/ , http://trivialmatters.blogspot.com/ , http://www.jammag.com/Youth
  38. 38. Slide 38 Team Vini Vidi Vici, XLRI Jamshedpur North Region Delhi (NCR) | Chandigarh | Ludhiana | Jalandhar  All the cities scores very high on per capita income and are educational hubs  Punjab cities have Internationally minded Indians  Scape will target Impulsives and Self Indulgents West Region Mumbai | Pune  Mumbai is the financial capital while Pune is the cultural hub.  Scape will target Self Indulgents and Sociables South Region Bangalore | Hyderabad  Both the cities are IT hub.  Scape will target Sociables and Dependables Phase 1 – Launch Cities
  39. 39. Slide 39 Team Vini Vidi Vici, XLRI Jamshedpur Phase 1 – Promotion through Gamification What “ Integration of game mechanics or game dynamics into community with Scape application in order to drive consumer engagement” How  Universities Activation Programs Example – Delhi University Scape Hunt We would go to different universities in our target cities and would organise scape enabled treasure hunts in which we would hide some clues at different locations in the campus and users would Pinup there location in Scape once they reach that spot . (Treks Product Offering can be used) Advantage - Promote Direct adoption in TG  City Activation Programs Example – Pune Scape Hunt 2011 Treasure Hunt which would be organised in entire city and all scape users would be allowed to register and participate in it. Advantage - Mass Adoption
  40. 40. Slide 40 Team Vini Vidi Vici, XLRI Jamshedpur Phase 1 – Increasing Visibility Search Engine Optimization “80% sites are discovered through search engines and about 60% first- time visitors are results of a search”  Team should work upon Search engine optimization, so that Scape gets best ranking in SERPs (search engine result pages) Paid Search Advertising  The site should bid for popular keyword related to Scape’s product offering like Restaurant, Earn, Free, Dating, Traffic, New, Foursqaure, Places etc. Contextual Advertising  Special Focus on blogs serving Youth and technocrats on Blogger and Wordpress using AdSense
  41. 41. Slide 41 Team Vini Vidi Vici, XLRI Jamshedpur Phase 1 – Loyalty Program Scapes (Virtual Money) Earning Program  We would Colloborate with Businesses in Scapes Earning Program (SEP)  When users would visit a business’s premises which has subscribed to SEP, and pinup his/her location, the user would earn certain Scapes  When the number of these Scapes would surpass a threshold, user can avail few free service or product from user. Advantage  User incentivisation to use scape  Businesses would get more footfalls  Will generate buzz and viral marketing
  42. 42. Slide 42 Team Vini Vidi Vici, XLRI Jamshedpur Phase 1 – Direct Marketing and Strategic Tie-Ups Direct Marketing  Outdoor Advertisement in front of Restaurants, Stores, Clubs, Universities etc.  Scape Facts in Metro/bus station Strategic Media Tie-ups  With newspapers and lifestyle magazine for promoting the concept of Scape and its advantages  Online Websites  Featuring on different Tech and Social media Critiques website to get coverage and favourable reviews Pinup for exciting offer Scape
  43. 43. Slide 43 Team Vini Vidi Vici, XLRI Jamshedpur Phase 1 – Social Media Optimization Social Media Optimization  Other Peoples’ Social (OPS) – Being on Facebook and twitter, having a Page, promoting stories about users, and new upcoming Incentives Examples -  Aggregating content from Scape and placing it on your Facebook and Orkut pages will give potential visitors a sense of what is on our platform.  Many influential bloggers use Twitter to alert their readers about new content – we can too. Advantages  Faster and Cheap way to disseminate marketing information  Generates Referrals and Buzz (Viral Marketing)
  44. 44. Slide 44 Team Vini Vidi Vici, XLRI Jamshedpur North Region Lucknow | Kanpur | Jaipur  Upcoming cities having high per capita income  Educational hubs West Region Indore| Ahemdabad  Upcoming cities of India  Ahmedabad is a textile hub having high per capita income South Region Chennai  One of the metropolitans that was left in the 1st phase of Scape Launch  High poitential city having a large youth segment Phase 2 – Launch Cities for Expansion East Region Kolkata  Metropolitan city of India having high youth bulge
  45. 45. Phase 2: Scape Expansion Plans Slide 45 Team Vini Vidi Vici XLRI Jamshedpur Scape Merchandize  To initiate Top of the mind Brand Recall  Increase visibility to generate WOM  Would be made available at all possible business partners of Scape Expansion Strategy  The marketing activates of phase 1 would be continued in phase 2  Scape will launch in few other metros and Tier-1 cities which has been shown before  Adequate changes would be made after getting the feedback. A newer version of Scape will be launched in all the cities including the newer cities
  46. 46. PPT Flow Slide 46 Team Vini Vidi Vici, XLRI Jamshedpur 1 • Industry Overview with Indian Perspective 2 • Target Segments 3 • Directi’s LBSN – Scape 4 • Scape Business Model 5 • Scape Product Offering 6 • Scape Phases Rollout 7 • Scape Viral Marketing 8 • Moolah Maker
  47. 47. Scape Viral Marketing Plan Slide 47 Team Vini Vidi Vici XLRI Jamshedpur Marketing Step How? Time line Targeting Innovators Positive Reviews from Digital Activists Phase 0 Gamification University and City-wide publicity, YouTube Videos, Prizes Annual Event Scapes earning Program Publicizing in Newspaper and online media Perennial Online Marketing Presence on Social Media, Search Engine Optimization etc. Top of the mind recall Perennial (Phase 1 onwards) Strategic Media Tie-ups & Direct Marketing Increase visibility across medias about new features and modification Need Based Merchandise brand building, increase recognition Perennial
  48. 48. PPT Flow Slide 48 Team Vini Vidi Vici, XLRI Jamshedpur 1 • Industry Overview with Indian Perspective 2 • Target Segments 3 • Directi’s LBSN – Scape 4 • Scape Business Model 5 • Scape Product Offering 6 • Scape Phases Rollout 7 • Scape Viral Marketing 8 • Moolah Maker
  49. 49. Moolah Makers - Scapes Slide 49 Team Vini Vidi Vici XLRI Jamshedpur Scape Earning Program  Collaboration between companies and Scape  Users, after having earned certain number of Scapes specific to the company, win virtual badges and real life discounts and promotional offers from the company  Company is incentivized by incurring a larger number of footfalls, greater visibility & loyalty
  50. 50. Moolah Makers – On Site Users Slide 50 Team Vini Vidi Vici XLRI Jamshedpur  Paid facility to the companies  Scape messages to users who liked your community pages  Messages sent when the user is in the vicinity  Messages entail promotional offers & schemes
  51. 51. Moolah Makers – Analytics Slide 51 Team Vini Vidi Vici XLRI Jamshedpur Partners-in-action  Enterprisers, consults, marketers and retailers like Café Coffee Day, KFC, Westside, Pantaloons, etc.  The feature captures, analyses and illustrates real time data on shopper’s buying behaviour Metrics  Most recent visitors  Most frequent visitors  The time of day people check in  Histogram of check-ins per day  Gender breakdown of customers  Break-through for companies looking to deliver personalized and locally relevant content & cross-sell products - Help companies in promotion, selling ads, opening new location
  52. 52. Moolah Makers – Advertisements Slide 52 Team Vini Vidi Vici XLRI Jamshedpur Model  Pay per click advertisements  Advertisement bar at the side of the screen  Location based contextual advertisements Highlights  Promotional offers & schemes, discounts, latest updates and collections
  53. 53. Moolah Makers – Neighborhood Search Slide 53 Team Vini Vidi Vici XLRI Jamshedpur  Users search for a particular entity in a specific location  Entities include - Restaurants, Pubs, Discos, Retail, Apartments & Real Estate properties  Collaboration with various players of each entity to get them listed  Priority/order in the list to be based on a profit sharing model
  54. 54. Moolah Makers – Social Animal Slide 54 Team Vini Vidi Vici XLRI Jamshedpur  Featured page entailing the location specific events, conferences, seminars and concerts  Strategic collaboration with the Media and Event Management companies: 360 degrees, Wizcraft, Percept D Mark, DNA Networks, Cox & Kings  Users update their status abut attending the events on the above-said ‘Events’ page  Influence friends to join
  55. 55. Moolah Makers – Merchandizing Slide 55 Team Vini Vidi Vici XLRI Jamshedpur  Sell badges & T-shirts of the most famous icons and logos for the obsessive users
  56. 56. S c a p e Vini Vidi Vici Pin UpsTreks FriendsHotSpots Thank You !! Slide 56 Team Vini Vidi Vici, XLRI Jamshedpur Happy Scaping !!

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