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Directi Case Study Contest 2010-IIMB Neural Bug

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    reference : Finals 09 , Campus presentations , Across IIM's
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  • 1. GhumoGhumao
    A Business
    GhumoGhumao
    G2
    Team Neural Bug, IIM Bangalore
    Chinmaya Kumar Sharma (09164305272)
    Kunal Bhagat (09341073598)
    Monisha Nakra (09739911067)
    S Archana (09986587931)
    Username
    Password
  • 2. Agenda
    Overview and Situational Analysis
    • Social Networking has arrived (and will change the game)
    • 3. Comparison of LBSN products currently in the market
    • 4. Consumer Analysis – Survey & FGD
    G2 : Ghumo Ghumao – LBSN from Directi
    • Product Features and Story of G2
    • 5. What happens at G2
    • 6. G2 Game Mechanics
    • 7. G2 Start a Revolution Feature
    Marketing G2
    • Online Marketing Options
    • 8. Offline Marketing Options
    • 9. Affiliate and Partnership Options
    • 10. 5 Point Marketing Program
    Monetization Strategies
    • Revenue Model
    • 11. Total NPV Projection – Survey of businesses
    Conclusion and Way forward
    Conclusion and Way forward
  • 12. Social Networking Has Arrived
    TOP SITES ACCESSED THROUGH MOBILES IN INDIA (July 2010)
    India Mobile subscriber base
    The usage patterns show the dominance of social networking sites among all sites visited by mobile internet users
    google.com
    orkut.com
    facebook.com
    youtube.com
    getjar.com
    yahoo.com
    songs.pk
    wikipedia.org
    zedge.net
    my.opera.com
    Internet access-enabled phones
    # of Users ever used Internet
    Active users of mobile internet
    STATISTICS (July 2010)
    • Page-view growth since July 2009: 371.7%
    • 13. Unique-user growth since July 2009: 354.6%
    • 14. Page views per user: 393
    • 15. Data transferred per user (MB): 7
    • 16. Data transferred per page view (KB): 18
    IAMAI estimates the 3G launch and reduction in the prices of 3G and GPRS enabled handsets (smart phones) to increase mobile internet users to 25 million by 2012, and up to 50 million users by 2014
    Source: Opera State of the Mobile Web, July 2010
  • 17. Comparison of LBSN products in the market
    Ghumo Ghumao Features:
    • Available on leading smart phone brands (iPhone, Blackberry) and also on mobile browser enabled cells
    • 18. Incentivize users based on academic distinctions and special offers
    • 19. Build a dashboard for businesses where owners have the option of advertising on G2
  • Consumer Analysis*
    Consumer Profiling – LBSN Users
    Research Methodology
    Geographic
    Cities – Metros, Tier I & cities with population > 1 Mil
    Demographic
    Age
    15-34 years, 35-50 years
    Occupation
    Students Professionals Self Employed Businesspersons
    Psychographic
    Socioeconomic Classification – A1, A2
    Lifestyle – Culture oriented,
    Outdoor oriented
    Personality – Ambitious, Gregarious
    *Detailed in Appendix
  • 20. G2 Ghumo Ghumao: The Product
    Explore your city and discover new places – leave recommendation
    Create a Social Revolution – Form groups and mobilize people
    Avail special discounts for patronage to specific stores
    Avail utility services like cab booking, tracking buses, traffic updates, weather updates
    Connect with and meet friends
    Create Interest groups – Meet friends with similar interests
    Gain degrees from your favorite hangouts – A PhD from KFC
  • 21. What happens at G2
    The “Jhappi” Concept
    • A form of appreciation for the tips left by other users
    • 22. A “jhappi” is counted if users who like it actually go to the place suggested and check in
    • 23. Users can redeem Jhappis for talk time from their service providers
  • Game Mechanics
    PhD
  • 24. Starting a Revolution!
    Kunal: Reggae concert next month at Someplace! Who do I go with?
    Kunal started a
    ReggaeRevolution!
    Few seconds later
    Ans and join:
    Q1) ---
    Q2)----
    Q3)---
    Your membership
    status:????
    Let’s see what G2 can do for me?
    “Revolutions”
    Few days later
    Start one on any subject
    Profile: Kunal
    TO-DO (20th July)
    Kunal is attending “Reggae Live” at SomeP with
    Shara, Anand and Pancy!
    Form a like-minded bunch
    Kunal- Reggae Lord
    Sharan-Reggae King
    ……
    ….
    John- Reggae Learner
    Separate the pros from the learners
    D-Day!
    Opportunity to rise up the social ladder by learning
  • 25. Marketing Plan – Online Options
  • 26. Marketing Plan – Offline Options
  • 27. Marketing Plan – Affiliation Options
    • Brand of the Week – Pixel Rent out plan for national brands to advertise on G2 screen.
    • 28. Partner with Mobile handset manufacturers to provide G2 application pre-loaded – for Smart Phones.
    • 29. Partner with Service Providers to have reward schemes based on G2. For instance, free talk-time for accumulated “Jhappis”.
    • 30. Radio Cab Services – Easy launch Apps provided on G2 to enable convenient booking facilities for users on the go.
  • 5 point Marketing Plan
    1. SOCIAL MEDIA
    2. VIRAL CAMPAIGN
    3. RADIO SPOTS
    Create series of Viral Ads for YouTube and other Social Media – unique theme based animations featuring the G2 mascots.
    Storm the existing
    Social Media world with G2. Create an exhaustive and integrative web presence across popular SM sites.
    Tying up with local FM channels to promote G2 during phased launch.
  • 31. 5 point Marketing Plan
    4. OUTDOOR
    5. PR/PUBLICITY
    Billboard advertising in prominent shopping locations in the city: cost-effective way to achieve maximum eyeballs among target audience.
    Market Storming during launch. Sponsoring College events, Rock shows etc. – fun games and treasure hunts organized on G2.
  • 32. Monetization Strategies
    • Tiered display Model of Businesses: Kuchh Khaas (Recommended), Aas Paas (Nearby)
    • 33. Brand of the Week – Clickable Pixel Rent out to big brands
    • 34. Special Offers based on User Preferences
    • 35. Geographic Specials
    • 36. Business Intelligence and Analytics as a Service
  • Monetization Strategies
    Brand of the Week – Gets dedicated clickable pixel space on screen
    GhumoGhumao
    G2
    You are here: Brigade Road, Bangalore
    Kuch Khaas
    Pico’s Bar
    ##, Church Street
    Crossword Book Store
    ##/A, Brigade Road
    Recommended Places
    Aas Pass
    Mc Donald’s
    ##, Brigade Road
    Café Coffee Day
    ##, Richmond Road
    National Library
    Nearby Places
    Places
    History
    Recos
    Friends
  • 37. Monetization Strategies
    GhumoGhumao
    G2
    Offers you might like
    Special Offers Based on user preferences
    Eg: If user’s interests are shopping and books then the order of offers visible to him is based on his interests
    Shoppers Stops
    Check out the Limited period Summer Sale Flat 50% off on all purchases
    ##, M.G. Road
    Crossword
    Featured discount on new releases
    ##, Richmond Road
    Recos
    Maps
    Special offers
    History
  • 38. Monetization Strategies
    GhumoGhumao
    G2
    Geographic specials - Alerts of offers only based on user’s interests.
    Alert
    Since you are in Brigade, you might want to check out the new flavors of tropical Iceberg at CCD. Get 10% off on your purchase if you rush now.
    Recos
    Maps
    Special offers
    History
  • 39. Total NPV Projection*
    NPV calculations
    Revenue calculations
    TOTAL NPV =
    Rs. 1,531,877,698
    *Detailed in Appendix
    Price Elasticity function arrived at through survey of businesses
  • 40. Conclusion and Way Forward
    • Pricing of the Services (provided to businesses) needs to be undertaken after a comprehensive marketing survey
    • 41. Roll out of the platform should be in a phased manner in the metros and tier 1 cities – we may start with Bangalore or New Delhi
    • 42. Develop Data Analytics to measure and monitor the impact of the system for businesses
    • 43. Merchandizing, Virtual currency and gifts will be another source of revenue after a strong base has been established
    • 44. Privacy needs of end users must be well understood and built into the system
  • Appendix
  • 45. Tiered Model Forecast
    Priced at Elasticity=1 point to maximize revenues.
    Price Elasticity function determined through survey with businesses
    Price
    Demand
  • 46. Brand of the Week Forecast
    Price fixed at Rs. 50,000 per week in the first year and increasing thereafter.
    Demand
  • 47. Special Promos Forecast
    Priced at Elasticity=1 point to maximize revenues.
    Price Elasticity function determined through survey with businesses
    Price
    Demand
  • 48. Geographic Specials Forecast
    Priced at Elasticity=1 point to maximize revenues.
    Price Elasticity function determined through survey with businesses
    Price
    Demand
  • 49. Need Gap Analysis - Survey
    What value-added services do you generally use on your mobile phone?
    26
    Current modes of Social Networking
    IPhone applications
    Survey Results
    Top preference for LB services and Social networking through Mobile phone Apps
    • Internet has lots of info.
    • 50. Friends give personal opinions
    • 51. City-specific activities
    • 52. Connect to fellow-wanderers
    • 53. Scattered Resources
    • 54. Unmapped!
    • 55. Old Information
    Source: Primary Research (Survey)
  • 56. Laddering – Interview/FGD
    Company Logo
    Ego Boost - I feel special/popular
    Helps me stay planned/organized
    Makes me actively scout for offers on G^2
    Connect better with brands
    Better connect with people
    Incentivizes me to shop at the store
    Motivates me to shop more at the store
    Make friends/Tell them what I’m upto
    Useful Info
    Appeases my love for new places
    Avail special store discounts
    Certification from favbrands
    Discover new places based on Peer Recos
    Social Revolution
    Instant updates
    Utility services
  • 57. Concept Generation
    Customer Need
    Product Requirement
    Single Source of info. on
    • places of interest
    • 58. modes of travel
    • 59. traveler feedback
    • 60. Handling database on places/ activities/ locations
    • 61. Ability to record and collate feedback
    Ease of use
    • Clear presentation of information
    • 62. Info. on navigating between points
    • 63. Sense of location
    • 64. Visual map
    • 65. Recos & reviews by users
    • 66. Reliability of Information
    • 67. Variety and magnitude of information
    • 68. Internet-based application
    • 69. Auto-update of information
    • 70. User Fatigue
    • 71. Need for exciting features
    • 72. Need to be incentivized
    • 73. Revolutionary Kunal, Utility services
    • 74. Store discounts, Certifications by Brands