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Directi Case Study Contest 2010-ISB DedhShahnas

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Directi Case Study Contest 2010 submission by Team DedhShahnas from ISB Hdyerabad

Directi Case Study Contest 2010 submission by Team DedhShahnas from ISB Hdyerabad

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  • directi and competitions ? I dont think the bosses sitting in mumbai , care about announcing prize winners and then awarding prizes

    reference : Finals 09 , Campus presentations , Across IIM's
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  • 1. Directi case STUDY competition
    LEAP: Location Based Social Networking
    Team DedhShahnas
    Siddhartha Jain
    Sreeram Ramachandran
    G Visweswaran
  • 2. Table of Contents
    The Product: LEAP
    LEAP’s Value Proposition
    The Consumer
    The Need
    Marketing and Promotions
    Monetization Strategies
    Strategy Execution
  • 3. The Product: LEAP
    A virtual world for sports fans
  • 4. LEAP
    LEAP is a sports based product in which the user is a branded “Avatar”
    • Register on the network: access avatar through Mobile/PC
    • 5. Personalize the avatar, select team loyalties (eg: Mumbai Indians or Manchester United)
    • 6. Challenge users in your vicinity and set up virtual sports matches using augmented reality and LBS on any location around you.
    • 7. Earn points/achievements /titles based on various location based events such as hosting/joining live match viewings, uncovering and answering sports quiz questions and so on.
  • Linking Needs to Consumers
    LEAP will bridge the gap between consumers and what they value most
  • 8. Let’s take you on a guided tour through the world of LEAP
  • 9. Feature: Customize Your Avatar
    • Customize your avatar on the network
    • 10. Customization options include
    • 11. Kit: Tees, Jerseys, Shorts, Shoes etc
    • 12. Accessories: Watches, wrist bands, Sunglasses, Water bottles, duffle bags etc
    • 13. Gadgets: These include mobile phones, Laptops etc
    • 14. Fan clubs: Choose which fan club you belong to. Eg: Mumbai Indians, Arsenal etc. Points get added up to the fan club group every time you win points for hosting/ joining live matches
    • 15. Sponsors: Choose from a wide array of sponsors for the various assets that the avatar owns. Such as Nike for the tee. The users gains points for choosing sponsors. The sponsors pay Directi for having their logo put up on the drop-down list
  • Feature: Customize Your Avatar
    • Also visible are:
    • 16. Achievements: Based on the number of competitions won which were organized by “businesses” such as Nike etc. Stadiums owned will also be included as an achievemnt
    • 17. Current title: Exchange points for titles. Win varying degrees of points based on your title. Eg: A rookie would get 10 points for every game won whereas a pro would get 20 points and so on
    • 18. The users sponsors, points, achievements and current title will be visible to everyone in the vicinity
  • Customization Page: Avatar
    Create your Profile
    Player Name
    Your name has to be under 20 characters. Please choose your name carefully as unsuitable names are liable for deletion
    It is up to you to design yourself
  • 19. Customization Page: Avatar
    Nike (x points)
    Adidas (x points)
    Proline (x points)
    Create your Profile
    Player Name
    Your name has to be under 20 characters. Please choose your name carefully as unsuitable names are liable for deletion
    It is up to you to design yourself
  • 20. Feature: Hosting Matches
    • You are leaving work at 6pm and will reach home only at 8pm
    • 21. There is a match you want to catch at 7pm
    • 22. Log on to the network and view who is hosting a match in the vicinity(individuals/ sports bars/restaurants)
    • 23. Request the host to join the hosted match and earn points if you join
    • 24. You could also walk in to the sports bar/ restaurant screening the match to earn points
    • 25. Every cricket and football club will have an all India group on the network where points get summed up based on the number of fans watching matches(not necessarily their clubs matches)
    • 26. This live club points counter will be visible on the application to all users
    Trend: People love watching games with friends/in sports bars/restaurants
  • 27. Hosting Matches: 1st use case
    LEAP users
    Jack is a ManU fan. Earned 10 points for joining in.
    James also a Chelsea fan earned 10 points for joining in.
    The points these users earn will also be added to their pan India club networks to encourage competition between clubs
    Sara(Chelsea fan) earned 20 points for hosting a soccer match between Real Madrid and Chelsea
    Earn points to host and join matches screened by friends/strangers/ sports-bars
  • 28. Hosting Matches: 2ND Use Case
    Pop Tate’s hosts a cricket match and offers points to LEAP users for joining in. LEAP users in the vicinity will view the ad if their LEAP app is turned on.
    Bill, A LEAP user earns 20 points for catching a match at Pop Tate’s
  • 29. Feature: Challenge Users/Live Playoffs
    • A bored boyfriend is stuck in a mall as his girlfriend shops.
    • 30. How does he kill time?
    • 31. He logs on to the network and finds others around him
    • 32. He challenges them to live playoffs: for anything ranging from cricket and football on the mobile, to trivia challenges
    Trend: Mobile based challenges has taken off though only in the form of SMSes
  • 33.
    • The graphics on games such as Cricket and football matches can be both hi and low resolution
    • 34. 3G and augmented reality can allow users to play virtual games on any location around them: right from the street outside, to the parking lot, to the mini-corridor in the hallway of your office space
  • Feature: Location Based Sports Trivia Quizzes
    • You are on a bus, travelling to work. You have 45 mins to kill.
    • 35. How do you keep yourself entertained?
    Trend: Trivia based game shows have been catching on
  • 36. Sports Trivia: 1st Use Case
    Who scored the most runs in IPL 2010?
    (10 pointer)
    How many goals did Ronaldo score in the LalLiga last season?
    (10 pointer)
    - Sumit3221
    • As you enter any location, you can see sports trivia questions put up by users in those locations
    • 37. Answering questions gives you points, as does putting up questions
    • 38. Answering pop-quiz questions, when tied in with more gratification, is very addictive, as seen with success of quiz-based VAS apps and that of games like Trivial Pursuit
  • Sports Trivia: 2nd Use Case
    Bonus Question
    100 points
    (Enter store to open question)
    • Bonus questions worth extra points will be placed in specific stores by the enterprises
    • 39. Questions get activated when you enter the store/shop
    • 40. These will be sponsored questions, with sponsors paying more to get a higher-valued question
  • LEAP’s Value Proposition
    What gratification would one derive from our product?
  • 41. Value Proposition
    • Exchange points for:
    • 42. Own stadiums: Get additional points for hosting matches on your stadium
    • 43. Real discounts at stores: Tied in to your avatar being loyal for more than a specific period
    • 44. Gaining Titles: The higher up the hierarchy you go the more points you make per win(Levels: Rookie, Amateur, Pro etc)
    • 45. Be associated with a bunch of loyal fan club members
    • 46. Bragging rights: Achievements and Titles
    • Insight into their consumer demographic by way of “Avatar” characteristics(age, gender, location etc)
    • 47. Running targeted campaigns:
    • 48. Nike can run a “Nike” challenge across all their showrooms in Mumbai for specific Nike loyalists
    • 49. An Adidas versus Nike tournament
    • 50. On vacation: Wacky Banner ad by Yatra when the user has set his status to “On Vacation”
    • 51. Sports bars/Pubs: Competitions between LEAP users sitting in a neighborhood pub
    • 52. Business intelligence to deduce conversion rates during campaigns
  • Use Case: Own a Stadium
    • Once you have 200000(representative) points you can build a stadium
    • 53. Sponsors will pay Directi and give users points to upload their banners in users’ stadium
    • 54. You can host games in your cricket/football stadium to earn double the amount of points than a regular game challenge
    • 55. Once participants begin to join the game they will be given a virtual tour of your stadium which will also cover the banner ads in the stadium
    • 56. Games begin in a regular fashion after this point
    Trend: Increasing number of people paying to buy virtual properties
  • 57. The Consumer
    Who is our target audience, where are they right now and why sports?
  • 58. Target Consumer
    Gender ?
    • College Students
    • 59. Age bracket: 16 to 22
    • 60. Family income: Rs. 3: 4 lakh per annum
    • 61. Consumers typically spend 5-10% of their income on mobile phones
    • 62. Family size: 3 to 5
    • 63. Working professionals
    • 64. Age bracket 23-35
    • 65. Personal Income: 1.5 lakh upwards
    • 66. Location: Metros(Launch market: Mumbai)
    • 67. Gender: People with a high interest level in sports
    • 68. Turns out to be predominantly male
    • 69. Access to technology: 3G enabled Smart phones
    • 70. Watch English Sports channels
    • 71. Access social networking sites through mobile phone
  • Launch Market
    Launch City: Mumbai
    Why not Delhi ?
    • Vast area: Lower mobile phone density
    • 72. No walking culture in Delhi
    • 73. Rich, Middle class divide is bigger: Lesser sharing
    The Changing Consumer
    • 3G phones going to become a norm (40% of the phones in 2013 will be 3G enabled)
    • 74. Richer experiences can be devliered through 3G. The product will have to evolve
    • 75. Pan India metro operations will ensue. 3G instead of GPRS should be the technology of choice
  • Sports Consumption
    Changing Modes of Content Consumption
    20 mn, people watched the DLF IPL matches on Max. Max's prime time channel share of 29.3% across the 3 HSM Metros is way higher that the top 9 GE Channels put together (25.5%)!!
    Youtube IPL channel viewership has crossed: 49.5 million
  • 76. The Need
    What consumer needs does this product satisfy?
  • 77. Need: Pride
    Visceral need to show off…without showing off
    “Fantasy sports games see over 1 million registered users in India.”
    Every sports fan, at an instinctive level, wants to establish his credentials within his peer group as someone who knows his stuff and is good at it . Hence, the drive to answer more questions, garner achievements, score points in public, build stadiums that everyone can see…
  • 78. Need: Belongingness
    Need to express your loyalty towards the team, club or sport.
    “Sports merchandize industry in India set to grow at CAGR of 25%.”
    The team or sport supported is an extension of a sports fans personality and therefore, the desire to express it wherever possible.
  • 79. Need: Connecting
    Need to connect with the community
    A Manchester United vs Arsenal is always more exciting when you watch it with fellow Man U/Arsenal fans. The thrill of a sporting fixture increases exponentially when you share experiences, opinions and ideas.
  • 80. Need: Entertainment
    Need to play the sport wherever possible, need for entertainment
    LEAP exposes sports fans to the addiction of setting up live street cricket, football, racing games anywhere, anytime.
  • 81. Marketing and Promotions
    Part 1: Philosophy and Strategy
    Thinking through the marketing plan
  • 82. Understanding the Urban Indian Sports Nut
    Possess a strong sense of ownership about their sport. You can’t ‘sell’ him an idea…he will have to ‘buy’ into it.
    Is a follower, not a fan
    Has a strong sense of community and brotherhood with fellow sports followers. EPL fans across the country, for instance, share a connect with each other even if they have never met
    Is influenced by this community, this network and identifies his tastes with theirs
  • 83. Therefore…
    • All marketing efforts have to aim at selling through the community, rather than to the community.
    • 84. Focus on activations, guerilla marketing, PR and virals rather than on mainstream advertising.
    • 85. No hardselling the product, only soft-selling the habit.
    • 86. Low cost, high yield strategies leads to high RoI
  • Marketing and Promotions
    Part 2: Execution
    The Actual Plan and its Implementation
  • 87. Innovation Adoption Cycle
    We need to get here
    We are here
    First target innovators i.e. mavens. Enter the community through them. Once they are convinced, they become unofficial ambassadors of the brand.
  • 88. First Six Months: By Invite Only
    • Create a sense of exclusivity, which will…
    • 89. …Plant at a subliminal level some aspiration value
    • 90. Grab attention, be taken seriously
    But who gets invited?
  • 91. Roping in the Early Adoptors/Innovators
    • Volunteers from Directi explain how to download and use LBS
    • 92. Users get introduced and learn about LEAP in the course of these challenges
    • 93. A early database of registered uses acquired
  • Innovation Adoption Cycle
    We need to get here
    We are here
  • 94. Expanding the User Base
    • Registered innovators are now given invites to distribute to their friends
    • 95. Encouraged to invite others into the network so they can challenge them
    • 96. Extra points and credits given for distributing invites
  • Next Steps…
  • 97. Innovation Adoption Cycle
    We are here
    We need to get here
  • 98. Hitting the Tipping Point
    • Tie up with the local IPL team: Mumbai Indians. 
    • 99. MI uses LEAP to  organize ‘fan bases’ across the city. 
    • 100. Fans can locate these bases and go join them.
    MI Fan Zones: Now Live
  • 101. Monetization Strategies
    Show Me The Money!
  • 102. Monetization
    *As detailed in slides 5, 16, 18, and 19
    A mix of all these strategies is required to create continuous flow of cash
  • 103. Partnerships
    Diverse set of partners that build an ecosystem where others have stake in your success
  • 104. Strategy Execution
    Lets get down to business
  • 105. Indicative Timeline
  • 106. Timeline Description
  • 107. Summary
    LEAP Features:
    • Form closed groups and get notifications when they are in the vicinity
    • 108. Host/Join real matches and earn points
    • 109. Earn points to Post/answer trivia questions on various sports
    • 110. Enterprises (Sports bars/restaurants) give bumper points for trivia questions they post if the user walks into their premises
    • 111. Challenge people in the vicinity(your closed group / open to all ) to sports games and earn points based on various parameters
    • 112. Use points to build virtual stadiums
    • 113. Use points to get real discounts based on what and how long your avatar wears the brand
    Value to Directi:
    • Ad revenue from brands looking to tap into niche marketing strategies (high customer involvement products)
    • 114. Analytics and business intelligence (Brands that advertise on the portal)
    • 115. Opportunities for cross selling