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Directi Case Study Contest 2010- IIMB Aspirers

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Directi Case Study Contest 2010 submission by Team Aspirers from IIMB

Directi Case Study Contest 2010 submission by Team Aspirers from IIMB

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  • Full Name Full Name Comment goes here.
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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. http://www.insidefacebook.com/2010/06/30/indias-facebook-penetration-is-actually-good-but-mobile-is-more-exciting/2. 62ccffac report…3. Data monitor---internet in India4. http://trak.in/tags/business/2010/04/07/internet-usage-india-report-2010/
  • http://www.alootechie.com/?q=content/70-social-networking-users-india-access-a-social-networking-site-every-day-nielsen http://www.zdnetasia.com/facebook-top-social-networking-site-in-india-62202386.htm
  • http://bdnooz.com/2010/04/20/how-location-will-enable-milking-more-money-from-social-networks/

Directi Case Study Contest 2010- IIMB Aspirers Presentation Transcript

  • 1. Directi Case Study Competition
    catchme.com
    Case for an Indian Location based Network
    Team Aspirers, IIM Bangalore
    1
  • 2. catchme.com – an Indian Location Based Social Network
    Team Aspirers, IIM Bangalore
    2
  • 3. Table of Contents
    Introduction to Location Based Social Networks
    Key Success Factors
    Scope of LBSN in India
    Target Segment - Characteristics
    Our offering: catchme.com
    Must Haves for a LBSN
    Dazzlers – Creative uses of LBSN
    Marketing Campaign
    Phase 1: Initial Rollout
    Phase 2: Growing the Network
    Phase 3: Building the brand
    Viral Marketing for a Social Network
    Monetization
    Well Known Monetization Methods
    Innovative Methods of Monetization
    Implementation Plan to roll out catchme.com
    References
    3
  • 4. LBSN- Dynamic Social Networking
    Social Networks
    Geographic Location
    Location Based Social Networking
    • LBSN is a social network services where people can track & share location related information on an instantaneous basis
    • 5. A transition from virtual world of social networking to pleasant real-life experiences sharing
    • 6. User Location tracked by positioning techniques e.g. GPS Logger, smart phones, etc.
    4
  • 7. LBSN: An Exciting Experience
    5
  • 8. LBS Networks
    * Data as of July 2010, Source: Anvil Media Inc.
    6
  • 9. LBS Networks
    * Data as of July 2010, Source: Anvil Media Inc.
    7
  • 10. Putting them all together
    Tangible Benefits
    Tangible Benefits
    Nature of Benefits Offered to Users
    Intangible Benefits
    Intangible Benefits
    4 million
    1 million
    3 million
    2 million
    Number of Active Users
    8
  • 11. What makes a LBSN successful?
    High
    Low
    Medium
    Must Have KSF’s
    * Data as of July 2010, Source: Anvil Media Inc.
    9
  • 12. Scope of LBSN In India
    10
  • 13. Internet & Mobile Users in India
    • Fastest growing mobile market
    • 14. 635 million mobile users by June, 2010
    • 15. Household possession of mobile phones in 2009 was 18.4%, up from 4.1% in 2004
    • 16. In 2009 mobile revenues contributed 75.8% of overall telecoms revenues up from a figure of 34.0%. In 2004
    • 17. 71 million Internet users in 2009; up by 20% from 57 million in 2008
    • 18. 52 Million “active” users ; 40 million urban and 12 million rural users
    • 19. School & College students contribute to more than 44% of all Internet usage
    11
  • 20. Mobile Internet Usage in India
    • Around 63 million urban Indians accessed Internet using their mobile phone in February, 2009
    • 21. 16 million urban Indians access Internet on their phone almost on a daily basis
    • 22. Mobile internet subscribers in India is estimated to be 260 mn by 2015
    68% of mobile internet users are young men & college going students !!
    51% of people access internet for entertainment that includes music, videos, chat & social networking sites
    12
  • 23. Growing Popularity of Social Networking Sites in India
    • 7th largest market worldwide for social networking
    • 24. More than 33 million Internet users visited social networking sites in July, 2010
    • 25. social network site visitors grew at a rate of 43% over last year
    • 26. Top 3 social networking sites are: Facebook, Twitter & Orkut
    179%
    16%
    239%
    • 89 % of the 15-25 year olds access a social networking site everyday
    • 27. 60 % of them spend at least half an hour on social networking each day
    • 28. 30% of India’s youth access networking sites from their mobile phones
    Indian Youth segment in 15-25 age group is the most promising segment
    13
  • 29. LSBN Target User Characteristic
    Who is our Target User?
    Looks to his network first for advice and tips rather than going for ads
    Loves to keep in touch with friends
    Needs accessibility, prefers access anywhere, anytime
    Social Networking Activities: Pictures, Comments, conversations, music
    Talks about entertainment, fashion & current affairs
    Early adopters of technology
    • 15-25 year old: primary focus
    • 30. Educated, Social, Extrovert
    • 31. Is more active, travels and socializes
    • 32. Is tech savvy, fond of gadgets
    • 33. Uses mobile VAS like internet
    14
  • 34. Introducing Catchme.com
    15
  • 35. Our Product Offering
    Catch Me
    Gift for your friend
    • The first Location Based social Networking Website in India
    • 36. Just download the application to your mobile and get started…
    • 37. Check-in to various places through your phone
    Tell the world-Where you are
    Ask your Question
    Innovative Features
    • Future Check-Ins
    • 38. Travelogue
    • 39. Memoirs
    • 40. Gifts
    Travelogue
    TOP 5
    16
  • 41. MUST HAVEs for catchme.com - Features
    Personalization
    Features
    Advertisement
    Navigation
    Own Profile
    Banners
    Videos
    Direction
    Indoor Routing
    Photos and videos
    Games
    Relevant Ads
    Car Parking
    Traffic Mgmt
    Friend lists
    LBS features
    Leisure
    Information
    Infotainment
    Travel & Tourist
    Buddy finder
    Instant Messaging
    Activities with Incentives
    Travel Planner
    Yellow pages
    Trivia
    Commenting
    Check-ins = Discounts
    Shopping
    Tips by users
    Games
    Ownership of Venues
    Tracking
    Incentives for leaving tips
    Mobile Games
    People/Vehicle Tracking
    Incentives can be virtual
    Geocaching
    Product Tracking
    17
  • 42. MUST HAVEs for catchme.com
    18
  • 43. Dazzlers!!
    19
  • 44. Dazzler No.1: Future Check-ins
    What else you can do with it?
    • A way for you to convey to your friends where you will be in the near future
    • 45. Acts also as a to-do list for yourself
    • 46. Co-ordinate your activities with that of your friends
    • 47. Plan trips, meetings, get-togethers and dates
    • 48. Let the hosts know you will be coming
    20
  • 49. Dazzler No.2: Real and Virtual Gifts
    Real Gifts
    Virtual Gifts
    What’s the use?
    21
  • 50. Dazzler No.3: Trivia Corner; Everybody loves questions
    22
  • 51. Dazzler No.4: The TOP 5 this month
    • Top 5 places/ events will be listed on the main page of the website and check-in page of Catch Me
    • 52. Based on users’ liking and disliking
    • 53. Businesses will also be paying to keep their name in the Top 5
    • 54. Intangible benefits to the user, since he only gets to know the top hangout places in the city
    • 55. Tangible benefits to the businesses, since getting into this list will be a major boost for that business
    23
  • 56. Dazzler No.5: Travelogue
    24
  • 57. Dazzler No.6: On the spot networking
    This feature can facilitate other kinds of interactions:
    • People shopping for shoes can get real time advice from someone who just bought the shoes
    • 58. They need not just rely on tips left by people earlier but can get real time advice specific to their questions
    Chandan: Jeans Buy 2 get 2 free. I wanna buy 2. Anybody else wanna but the other 2?
    Vikas: Ya.. I would like to.. Where r u in the store?
    25
  • 59. Dazzler No.7: Memoirs and Memories
    26
  • 60. Dazzler No.8: Thanks and Groans
    Rahul Sharma
    Rahul Sharma
    Kormangala, Bangalore
    Likes Dancing, Soccer
    TIP
    Shoppers Stop, Bannerghatta is a great place to shop for shoes!!
    It was a Quite useful info
    27
  • 61. Dazzler No.9: The Maze Game
    28
  • 62. Summary of all the Dazzlers
    On the spot networking
    Tangible
    Future Check in
    Bolt from the Blue
    Benefits
    Trivia Corner
    Travelogue
    Top 5 places of the month
    Maze Game
    Thanks and Groans
    Intangible
    Memoirs
    Strategy
    Pure user to user
    Includes 3rd parties (Business Owners)
    People accept intangible benefits for helping peers, but expect tangible benefits deal when dealing with businesses
    What we infer?
    29
  • 63. Marketing
    30
  • 64. Marketing Campaign Summary
    Phases
    Initial
    Roll-out
    Growing the network
    Building the Brand
    Cultivating loyalty
    Focus
    Awareness
    Inciting preference and action
    More than 100k
    No. of users
    Less than 10k
    Between 10k to 100k
    Social Media, Affiliate Mktg
    Primary Medium
    Offline, PR and Social Media
    Social Media, Affiliate Mktg
    Even lesser due to revenues from affiliates
    Marketing Cost
    Higher, for offline advertising
    Lesser due to it being mostly online
    Timeline
    31
  • 65. Phase 1 Less than 10000 users
    Advertising Agenda – Focus on Awareness
    How are we going to do it?
    4
    1
    2
    3
    4
    5
    32
  • 66. Phase 1 Less than 10000 users
    1. Blitzkrieg Campaign
    1. “Capture the Flag “
    • Create an online presence in all major internet websites
    • 67. Increase following and membership in the social networking pages
    • 68. Introduce LBSN topic in forums and communities
    • 69. Capture the Flag game in each metropolitan city
    • 70. Flags placed in actual physical locations
    • 71. Users have to collect the maximum number of flags in a day
    • 72. Increased awareness throughout the city
    2. Videos on Youtube
    • Awareness about the social networking avenues in India
    • 73. LBSN videos with special focus on CatchMe
    • 74. CatchMe features and usage related videos
    3. Online Games
    • Introduce Treasure hunt game on facebook page of the company
    • 75. Small games like online version of capture the flagon the website of CatchMe
    2. Radio Advertising
    Location based radio contests
    Catchy one liners like given in ad examples
    Promote using location based songs
    4. Tap Address Books
    • Invite new user to add his contacts from Gmail, Facebook, Linkedin, Twitter and Flickr
    33
  • 76. Some creative Ads to use in the media.. 
    What did Neil Armstrong do when he landed at the moon?
    Venue
    Mt. Everest
    No. of check-ins
    4100
    Mayor
    Apa Sherpa
    Want to network from your venue?
    Log in @
    catchme.com
    He checked in at “the moon” in catchme.com
    34
  • 77. Phase 2 10,000 to 100,000 users
    Affiliate Marketing
    Both advertise for each other, catchme.com benefits in the beginning, the 3rd party benefits later.
    Consumer will prefer catchme.com
    Gives discount
    to customers
    Consumer visits them more often
    35
  • 78. Phase 2 10,000 to 100,000 users
    Online Affiliate Marketing/ Social Media Marketing
    Extensive affiliation needed. Affiliate with major networking sites in India and leave links and RSS feeds for people to subscribe to in these sites
    Online affiliate marketing is well established. Our USP would be being location based and being able to connect with all types of networks: blogs, networking sites, review sites, online gaming, forums, e-auction sites and such.
    36
  • 79. Phase 3 More than 100,000 users
    Catch Me!!
    All Mayors @ CatchMe get 5% discount on all CCD outlets
    CatchMe!! collection
    37
  • 80. Phase 3 More than 100,000 users
    38
  • 81. Viral Marketing
    Essential Components of a Viral Marketing Campaign
    39
  • 82. Viral Marketing – Inherent nature of dazzlers
    Free/
    Discounted Products
    Future Check-ins
    Travelogue
    Effortless Transfer to others
    Maximize Word of Mouth
    Thanks & Groans
    Increase the number of active users
    Scalability
    Memoirs & Memories
    High Network Value
    On the Spot Networking
    Exploits common motivations & behaviors
    Trivia Corner
    Intention to recommend
    Utilize existing networks
    Bolt from the blue
    Top 5 Venues
    Taking advantage of other resources
    The Maze Game
    The dazzlers exploit user’s common motivations & behaviors and can be transferred effortlessly
    40
  • 83. Viral Marketing – Marketing campaign
    Free/
    Discounted Products
    Presence on popular websites
    Advertising in airplanes, multiplexes
    Effortless Transfer to others
    Maximize Word of Mouth
    Radio Advertising
    Increase the number of active users
    Scalability
    Advertising in popular spots, office areas
    High Network Value
    Exploits common motivations & behaviors
    Online games
    Intention to recommend
    You Tube Videos
    Utilize existing networks
    Capture the flag – Offline game
    Taking advantage of other resources
    Affiliate Marketing
    The marketing campaign utilizes existing networks and are scalable
    41
  • 84. Viral Marketing
    Dazzlers
    A set of complimentary features that leads to a comprehensive viral marketing strategy
    Marketing Campaign
    42
  • 85. Monetization
    43
  • 86. Distinction Between Users & Customers
    USERS
    A user is
    CUSTOMER
    A customer is a person who provides you with income.
    Challenge is How to convert an user to a customer ??
    USER
    A person
    USER
    An user is a person who gets hooked to your site as he receives some value back e.g. information, fun, socialization, etc
    44
  • 87. Exploring Monetizing Options
    “clip of the sale” –
    a percentage for enabling transactions to take place
    A viable option for catchme.com
    Charging the customers a part of their transaction.
    A possible option for future
    Charge other companies for advertising in your site.
    A definite option for catchme.com
    Charge the users for
    using your site
    Not an option as it will lead to loss of consumer base
    45
  • 88. Known Monetization Strategies
    • Advertising of various brands, products and places can be done on the website
    • 89. Will generate revenue from B2B players
    • 90. For this, PPC (pay per click) revenue model can be used
    • 91. Focus should be on contextual adds
    Advertising
    46
  • 92. Monetization strategies
    Virtual Goods
    What are they?
    • Add virtual goods on the website
    • 93. Users can purchase them while playing online games like in Capture the Flag contest
    • 94. Fun stuff like eyewear, watches, bikes, shoes, waterflask, jerseys etc
    How do we benefit?
    • These virtual goods will be of some brands like Titan fasttrack, Reebok, Bajaj Pulsar etc
    • 95. Can gain revenue from these B2B customers to promote their brands
    • 96. This can promote the usage of “virtual Money” which is again a vsourceofrevenue.
    47
  • 97. Monetization strategies
    Merchandising of real life products
    Event Management
    • Products can be sold online as well as through mobiles
    • 98. CatchMe merchandize available at reduced prices initially
    • 99. Further with the popularity of the site the prices can be increased
    • 100. These products can be picked up from any select venues on CatchMe like CCDs, McDs etc
    • 101. Can collaborate with various important events in the city
    • 102. Can give customized messages to users in the vicinity about those events
    • 103. Can share revenue generated by ticket selling of the eventEvents can be anything like Cricket Matches, Fashion shows or plays
    48
  • 104. Monetization strategies
    Market Intelligence
    ‘Top 5’ places
    • Revenue can be generated by selling feedback, psychographic &
    demographic information
    • Market Research and advertising firms like AC Neilson , O&M can be partnered with
    • 105. Reviews/Feedback about certain places like malls, multiplexes, hotels and restaurants can be provided
    • 106. Data can be gathered through community discussions or selection of ‘virtual goods’
    • 107. Revenue from important places in the city like restaurants pubs and other hangout places
    • 108. Users also will get the most frequently visited places
    • 109. This will be a kind of B2B revenue from the Top 5 places
    • 110. Important places/venues can also bid for the Top slot
    49
  • 111. FINANCIAL PROJECTIONS
    Years
    As is evident from the financial projections, the company can Breakeven in 5 years
    50
  • 112. FINANCIAL PROJECTIONS- The Break Up
    Revenue Break Up
    Cost Break Up
    The Break-Up of the Revenue and Costs is according to Year 5 as we need to consider the long term horizon for stability
    51
  • 113. Implementation Plan
    52
  • 114. Implementation plan
    Website Launch Basic Features
    On the spot networking
    Future Check-ins + its features
    Bolt from the blue
    Website Features
    Games on catchme.com including User to user Dazzlers
    Phase 1 of Marketing
    Phase 3 of Marketing
    Marketing Plan
    Phase 2 of Marketing
    Expand within Major metros
    Include more cities and integrate all cities into a single network
    Geographies
    Target Tier 2 cities
    Event Management
    Merchandising
    Top 5 cities
    Revenue Models
    Market Intelligence
    Virtual Goods
    Well known Monetization Strategies including ads, affiliate marketing
    53
  • 115. References
    Foundations of Location Based Services by CartouCHe, Stefan Steiniger, Moritz Neun and Alistair Edwardes
    Integrating Trust with Public Reputation in Location-based Social Networks by TouhidBhuiyan, YueXu and AudunJøsang
    Location-Based Social Networking, a Marketing White Paper 2010: The Marketer’s Guide to Location-based Social Networks by Anvil Media, Inc
    http://www.scribd.com/doc/12539128/wwwindiagenicom-Presentation
    http://www.esmalloffice.com/SBR_template.cfm?DocNumber=PL12_3000.htm
    http://laurelpapworth.com/social-media-monetization-and-revenue/
    http://www.mashable.com
    http://readwriteweb.com
    http://en.wikipedia.org/wiki/Contextual_advertising
    http://www.slideshare.net/barenblat/viral-marketing-advertising-strategies-for-social-networks
    http://www.wilsonweb.com/wmt5/viral-principles.htm
    http://blogs.position2.com/effective-viral-marketing-using-social-networks
    http://www.secondrepublic.in/StoryDescription.aspx?mainid=1&storyid=267
    http://www.pluggd.in/mobile-internet-statistics-for-india-297/
    54
  • 116. References
    http://www.readwriteweb.com/archives/location_based_social_networking_3_billion.php
    http://oliveridesign.com/location-based-social-networking-services/
    http://www.readwriteweb.com/archives/tellmewhere_makes_location-based_social_networking_useful.php
    http://inventorspot.com/articles/facebook_may_thwart_locationbased_social_network_growth_35681
    http://readvantage.wordpress.com/2010/08/23/facebook-places/
    http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=135110
    http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=135110
    http://venturedig.com/tech/monetizing-social-networks-the-four-dominant-business-models-and-how-you-should-implement-them-in-2010/
    http://www.pluggd.in/top-tweeting-countries-twitter-indias-traffic-297/
    http://www.pluggd.in/twitter-traffic-in-india-297/
    http://www.pluggd.in/mobile/mobile-vas-india-subscribers-insights-prediction-4033/
    55