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1<br />Team Name<br />‘The ones from near Sanjay Van’<br />
Social Networking in India<br />Growth in India’s Users  July08  09<br />43%<br />Social Networking Users in India   July...
Mobile Internet in India<br /><ul><li>Lot of scope for Mobile Internet Based applications in India
With the coming of 3G usage will further increase
Right now out of 12mn Mobile internet users only 2-3mn are active users
Use of Location Based Services will also increase</li></ul>People need information<br />IMRB & eTech Research<br /><ul><li...
Information Search is the second most important purpose
 70% of the users are college going and young men
 Most users fall in age group 18-35 years</li></ul>3<br />
Mobile Phones & Smart Phones in India<br /><ul><li>Total Mobile Subscribers in India – 652.4million July 2010
Expected to reach 850mn in 2014</li></ul>All three factors  forecast huge opportunity for Location based service<br /><ul>...
Maturity of Users and Change in Perceptions<br />Urban User : Scenario Till 2009<br />Urban User : Scenario Shift Now<br /...
Opportunities for Location Based Social Networking Service in India<br />Opportunities<br /><ul><li>Growing Subscriber Base
Increasing Maturity of Users
Increase in use of Smart Phones
3G Roll Out
Lot of future potential
Mobile Internet Penetration expected to increase a lot</li></ul>Challenges<br /><ul><li>84% rural people don’t know about ...
Device & Technology
Portable navigation devices market is not mature in India
Consumer Education & Awareness</li></ul>6<br />Level of Technology<br />Mobile Handset Growth<br />SN Industry growth phas...
7<br />Need for India’s First Location Based Social Networking Service<br />
8<br />Concept of ‘TrackYaa- Find me Follow me’  <br />PRODUCT DESCRIPTION <br />Location Based Application to:<br /><ul><...
Info Mate -- Collaborate with friends
Mobile Dincharya --Plan your day
Hobby Mates - Connect & Meet people with common interests
Route Map -Get Travel Directions & Fare information</li></ul>Product title Meaning: Application that Tracks with a friendl...
 Butterfly denotes a Fun and Friendly service</li></li></ul><li>Who will be potential LBS application Users?<br />9<br />C...
10<br />TrackYaa- Sneak Peek at the Home Page   <br />
Trackrr<br />TRACK-YAA<br />Going to  McDonalds @ GK<br />Add Updates<br />ACTIVITY- SCREEN 1 <br />Status Updates<br />Va...
Search for relevant feeds from FB & Twitter</li></ul>in Friends posts.<br />Service to serve Dual Purpose-  <br />1. Infor...
Trackrr (Contd)<br />Review Places<br />REVIEWS- SCREEN 2 <br />Friends Reviews About<br />The place in particular or<br /...
If No review then Review from Trackyaa Users</li></ul>12<br />
Trackrr (Contd)<br />TRACK-YAA<br />HAD CALZONE  <br />Get Reviews<br />FEEDBACK- SCREEN 3 <br />Provide Feedback of the ...
 Data would be used for Market Analytics
 Loyalty points – B2B Goodies</li></ul>Feedback<br /><ul><li> Consumer Profiling based on current experience
Envy Factor with praise/ Reward statement s in Scraps</li></ul>13<br />
Trackrr (Contd)<br />Photo uploading<br />PHOTO Sharing- SCREEN 4 <br />Pictures Taken can be uploaded<br />Products with ...
Info Mate<br />Collaborate with friends <br />I am going to Dabang<br />I would like my friends to Join In <br />It would ...
Info Mate For Smart Phones<br />TRACK-YAA<br />Would You Like To Join ?<br />Ask the frens whether they<br />Would like to...
  Option to send the same request as FB Scrap
 For Non Smart Phones SMS based  Short codes
Ad to accompany these Feeds</li></ul>Select from the Options<br />16<br />
Mobile Dincharya<br />Plan your day <br />Login into ‘Trackyaa’ from your Smart phone- Click ‘MD’<br />Send Sms MD to 5454...
Hobby Mates<br />Connect & Meet people with common interests <br />I would like to meet Salsa Lovers there<br />Going to S...
Route Map<br />Get Travel Directions & Fare information<br />Route Map will give Travel Information to your destination ad...
Marketing <br />20<br />TrackYaa - India’s First Location Based Social Networking Service<br />Online Advertising:<br />TG...
Online Marketing Strategies<br />Search Optimization (SEO): making you easy to find<br />Email: Storytelling, direct conne...
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Directi Case Study Competition

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Campus Winners in Directi Case Study Competition
Team - The ones from near sanjay one
Idea on a location based social networking service
http://casestudy.directi.com/

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  • Source : http://www.dancewithshadows.com/tech/facebook-becomes-the-most-visited-networking-site-in-india/
  • http://timesofindia.indiatimes.com/india/84-of-villagers-in-7-states-not-aware-of-nets-existence/Be-Survey/articleshow/6538687.cms
  • Source : http://www.perceptric.com/blog/Brands/offset=10
  • Advertising on a car for a month cost Rs 5000-6000
  • http://www.dnb.co.in/IndianTelecomIndustry/OperationalPerformance.asp
  • Transcript of "Directi Case Study Competition"

    1. 1. 1<br />Team Name<br />‘The ones from near Sanjay Van’<br />
    2. 2. Social Networking in India<br />Growth in India’s Users July08  09<br />43%<br />Social Networking Users in India July2010<br />13%<br />Internet<br />Social Networking <br />Facebook showed a 179% y-o-y jump from last year<br />July saw 33mn Indian web users visiting Social networking sites<br />2<br />Very Less Usage –Huge Opportunity to Grow<br />
    3. 3. Mobile Internet in India<br /><ul><li>Lot of scope for Mobile Internet Based applications in India
    4. 4. With the coming of 3G usage will further increase
    5. 5. Right now out of 12mn Mobile internet users only 2-3mn are active users
    6. 6. Use of Location Based Services will also increase</li></ul>People need information<br />IMRB & eTech Research<br /><ul><li>Online Communication is main purpose for accessing internet
    7. 7. Information Search is the second most important purpose
    8. 8. 70% of the users are college going and young men
    9. 9. Most users fall in age group 18-35 years</li></ul>3<br />
    10. 10. Mobile Phones & Smart Phones in India<br /><ul><li>Total Mobile Subscribers in India – 652.4million July 2010
    11. 11. Expected to reach 850mn in 2014</li></ul>All three factors forecast huge opportunity for Location based service<br /><ul><li>Total Smart Phone base in India is about 8-9million users</li></ul>(source: Canalys ) <br /><ul><li>It is expected to double in the coming 2-3 years with launch of 3G</li></ul>For Mass Penetration of Location Based Application Only Smart Phone based App is not sufficient <br />4<br />
    12. 12. Maturity of Users and Change in Perceptions<br />Urban User : Scenario Till 2009<br />Urban User : Scenario Shift Now<br />High<br />High<br />Entertainment<br />Location Based Service<br />Perceived Value<br />Perceived Value<br />Mobile Apps<br />Entertainment<br />Information<br />Information<br />Location Based Service<br />mCommerce<br />mCommerce<br />Mobile Apps<br />Low<br />Low<br />High<br />High<br />Practical Value<br />Practical Value<br />Maturity of Mobile User<br /><ul><li>Maturity of mobile User depends on longevity and frequency of mobile</li></ul>usage.<br /><ul><li>As it increases the ease of usage with complex applications also increases</li></ul>5<br />
    13. 13. Opportunities for Location Based Social Networking Service in India<br />Opportunities<br /><ul><li>Growing Subscriber Base
    14. 14. Increasing Maturity of Users
    15. 15. Increase in use of Smart Phones
    16. 16. 3G Roll Out
    17. 17. Lot of future potential
    18. 18. Mobile Internet Penetration expected to increase a lot</li></ul>Challenges<br /><ul><li>84% rural people don’t know about internet. Mass adoption is a challenge</li></ul>Src – IMRB research<br /><ul><li>Pricing
    19. 19. Device & Technology
    20. 20. Portable navigation devices market is not mature in India
    21. 21. Consumer Education & Awareness</li></ul>6<br />Level of Technology<br />Mobile Handset Growth<br />SN Industry growth phase<br />Population under 25 years >50%<br />LBS in India now  No<br />
    22. 22. 7<br />Need for India’s First Location Based Social Networking Service<br />
    23. 23. 8<br />Concept of ‘TrackYaa- Find me Follow me’ <br />PRODUCT DESCRIPTION <br />Location Based Application to:<br /><ul><li>Trackrr – Add Updates, Review Places, Get Reviews and Upload photos
    24. 24. Info Mate -- Collaborate with friends
    25. 25. Mobile Dincharya --Plan your day
    26. 26. Hobby Mates - Connect & Meet people with common interests
    27. 27. Route Map -Get Travel Directions & Fare information</li></ul>Product title Meaning: Application that Tracks with a friendly and youthful approach highlighted by “Yaa”<br />Tag line Meaning: Coming together of individuals on a common likes platform.<br />Logo Meaning: <br /><ul><li>Circle denoting continuous and smooth service.
    28. 28. Butterfly denotes a Fun and Friendly service</li></li></ul><li>Who will be potential LBS application Users?<br />9<br />Consumer Self Image<br />Educated<br />Tech Lovers<br />Young (15-36)<br />Urban<br />Enthusiastic<br />Aware<br />Interested in new offerings<br />
    29. 29. 10<br />TrackYaa- Sneak Peek at the Home Page <br />
    30. 30. Trackrr<br />TRACK-YAA<br />Going to McDonalds @ GK<br />Add Updates<br />ACTIVITY- SCREEN 1 <br />Status Updates<br />Variable Visibility (Public<br />Updates on Facebook & Twitter <br />Notify your friends<br />Application to have Intelligent Search Engine<br /><ul><li>Search For Keywords in its database
    31. 31. Search for relevant feeds from FB & Twitter</li></ul>in Friends posts.<br />Service to serve Dual Purpose- <br />1. Information of recent activity<br />2. Collaborative outing- Social Need<br />11<br />
    32. 32. Trackrr (Contd)<br />Review Places<br />REVIEWS- SCREEN 2 <br />Friends Reviews About<br />The place in particular or<br />In General<br />Star Ratings being Provided<br />TrackYaa Reviews from Trackyaa family<br />TRACK-YAA Review<br />Relevant Ads from the <br />Said locality being fed.<br />Ad Stream<br /><ul><li> Location Based Ad Stream from the said </li></ul>location and the current activity<br /><ul><li> Ad to be from informative purpose- Like </li></ul>Discounts/Offers<br />Review<br /><ul><li> Get the Reviews from Friends who have been to the place. Ratings too.
    33. 33. If No review then Review from Trackyaa Users</li></ul>12<br />
    34. 34. Trackrr (Contd)<br />TRACK-YAA<br />HAD CALZONE  <br />Get Reviews<br />FEEDBACK- SCREEN 3 <br />Provide Feedback of the place as Scrap<br />Loyalty points for providingfeedback<br />Also Give Star Ratings <br />Share with FB/Twitter Frens<br />Feedback<br /><ul><li> Here the user sends the feedback
    35. 35. Data would be used for Market Analytics
    36. 36. Loyalty points – B2B Goodies</li></ul>Feedback<br /><ul><li> Consumer Profiling based on current experience
    37. 37. Envy Factor with praise/ Reward statement s in Scraps</li></ul>13<br />
    38. 38. Trackrr (Contd)<br />Photo uploading<br />PHOTO Sharing- SCREEN 4 <br />Pictures Taken can be uploaded<br />Products with price part of<br />Information for future<br />Picture Details be shared as scrap<br />Mc donanlds GK<br />It was a nice experience<br />French Fries – Rs 35<br />Pictures Tagged to the<br /> location<br />Tagging done and can be shared with FB<br />Revenue<br />Pictures Added- Market analytics related to visit<br />And details about the location<br />Loyalty benefits with the most number of feeds by a member<br />Photo Sharing<br />Pictures Taken will be shared in the Social Media<br />Pictures will be tagged and feeds be provided to online community<br />14<br />
    39. 39. Info Mate<br />Collaborate with friends <br />I am going to Dabang<br />I would like my friends to Join In <br />It would have been gr8 if my friends could join in<br />Send Sms IM ‘Going for Dabang today-1PM show- PVR ’to 5454<br />Login into ‘TrackYaa’<br />Click- IM<br />Or<br />InfoMate will send this message to all your friends near your Location through SMS or will show in their Smart phones application ‘Trackyaa’<br />&<br />Interested friends of Rajiv can reply by clicking the given Link or by messaging back or <br />by clicking Yes option in TrackYaa, as best suitable .<br />Would You like to Join?<br />Website link<br />Click on <br />‘Trackyaa’ will send SMS to Rajiv- Conformation from ‘Nitesh’.<br />In case sm1 clicks the link in Facebook<br />15<br />
    40. 40. Info Mate For Smart Phones<br />TRACK-YAA<br />Would You Like To Join ?<br />Ask the frens whether they<br />Would like to join?<br /><ul><li> Will Send the message/ Ping to current friends online on TrackYaa
    41. 41. Option to send the same request as FB Scrap
    42. 42. For Non Smart Phones SMS based Short codes
    43. 43. Ad to accompany these Feeds</li></ul>Select from the Options<br />16<br />
    44. 44. Mobile Dincharya<br />Plan your day <br />Login into ‘Trackyaa’ from your Smart phone- Click ‘MD’<br />Send Sms MD to 5454<br />Holiday, Weekend…<br />What to do? <br />Or<br />‘TrackYaa’ Tracks your Location and sends a message to you or the application updates on your smart phone<br />11 AM today CWG Hockey Match.<br />Tickets available from tickets.cwg2010.com <br />Or call 9811992312 <br />1 PM today ‘Dabang’ Movie, PVR Saket- 10 Mins from your location<br />*For tickets call 9119923991<br />2 of Your Friends Rahul and Abhishek recommend Dabang<br />Your Friend Saurav is also watching this movie today at PVR Saket- 3 PM show<br />Or<br />3 of your friends will be watching Dabang today at 1 PM<br />*Future Scope- Can also show how many tickets available<br />- Will require real time integration<br />17<br />
    45. 45. Hobby Mates<br />Connect & Meet people with common interests <br />I would like to meet Salsa Lovers there<br />Going to South Ex<br />Login into Trackyaa<br />Click on HM <br />Send Sms HM, “Love to meet Salsa Lovers” ’to 5454<br />Or<br />Common Interests e.g. Bikes, Salsa were entered while registering<br />Based on that SMS is sent to all the people in the area having Salsa as interest<br />&<br />Would Youlike to Join?<br />Application Website link<br />Click on <br />Interested Salsa Lovers can reply by clicking on the given link or by messaging back or by clicking Yes option the TrackYaa as best suitable<br />TrackYaa will send SMS to Rajiv – Confirmation from Nitesh (if link on FB is clicked)<br />18<br />
    46. 46. Route Map<br />Get Travel Directions & Fare information<br />Route Map will give Travel Information to your destination address vis-à-vis your Location<br /><ul><li>Would be used primarily for 3 purposes. Tourism, Pilgrimage, Intra city Commuting </li></ul>Request for FaresRM<br />Mumbai 1365 Km far from Delhi<br />Daily 5 trains and 10 Flights<br />Reply with- <br />AirRM- Flight Fares <br />TrainRM- Train Fares<br />TouristRM- Famous tourist spots<br />HotelRM- Famous Hotels<br />RestRM- Famous Restaurants<br />-----------(ADS)---------<br />Send Sms RM ‘Mumbai’to 5454<br />Send Sms RM ‘KendriyaVidyalayaRKPuram’to 5454<br />Send Sms RM ‘SunTemple’to 5454<br />‘KendriyaVidyalayaRKPuram’ Is 10Km away from your Location.<br />To Know the Fares – Reply FaresRM<br />-----------(ADS)---------<br />DTC Bus number- 420<br />Bus Fare- 10 Rs<br />Auto Fare- 50 Rs<br />Taxi Fare- 150 Rs<br />Saket Metro station- 10 Rs<br />-----------(ADS)---------<br />Flights available-<br />Kingfisher<br />Spice Jet<br />Indigo<br />Jet Airways<br />Go Air<br />Deccan<br />Air India<br />To know the Fares, Reply back with <br />Flight Name (3 letters) & Date<br />EG: -KIN <DATE> <br />-----------(ADS)---------<br />Request for AIRRM<br />Login into‘TrackYaa’- Click RM- and then put the Location<br />Login into‘TrackYaa’- Click RM- and then put the Location <br />Login into‘TrackYaa’- Click RM- and then put the Location <br />19<br />
    47. 47. Marketing <br />20<br />TrackYaa - India’s First Location Based Social Networking Service<br />Online Advertising:<br />TG very active online. Highest visibility <br />Social Media Marketing: <br />It’s a location based social networking service. Marketing on social networking websites is required to attract TG. It will also create viral affect<br />PR & Advertorials:<br />To increase visibility and brand image<br />Strategic Tie Ups:<br />With social applications, Service providers like – Hotels, Restaurants, IRCTC etc<br />Outdoor Advertising:<br />Events Hosting, Banners at selective locations for some time<br />
    48. 48. Online Marketing Strategies<br />Search Optimization (SEO): making you easy to find<br />Email: Storytelling, direct connection so people return to your site/tools<br />Search Marketing (SEM): Paid search ads in <br />Google Seach Ads<br />Online Ads: banners, sponsorships, etc<br />Social Networks: FB, Twitter, etc<br />
    49. 49. Online Marketing- Internet Banner Ads<br /><ul><li>10.3% service tax Additional
    50. 50. Duration- 30 Days</li></li></ul><li>Online Marketing - Social Media Marketing  Strategic Directions<br />Objective<br />Build TrackYaaBrand<br /> Engage with customers to build the story <br />Listen Learn & Engage<br />Address issues head-on<br />Evolve Group point of view through collaboration<br />Register All New Channels<br /><ul><li> Create an Engagement Model Around Objectives & Resources
    51. 51. Address Specific Customer Needs</li></ul>23<br />BLOG or be BLOGGED: Add blogging to the marketing mix, make people talk about you, Always note  PEOPLE trust PEOPLE<br /><ul><li>Peer to peer discussions create most trust !! & Blogs create peet2peer discussions
    52. 52. should create content and initiate dialogue. It should help community members participate in a discussion.
    53. 53. Share news Generate ideas
    54. 54. Have a forum for feedback</li></li></ul><li>Online Marketing- FACEBOOK strategy <br />Direct Advertising Cost: 50$ per Day<br /><ul><li>For All over India</li></ul>TrackYaa will have to be grown not built<br /><ul><li>Community Page</li></ul>FACEBOOK<br />HOW?<br /><ul><li> Create a TrackYaaFacebook page
    55. 55. Use this page for discussions & events
    56. 56. IntegrateTrackyaa with Facebook to get discussion & event updates on Trackyaa website</li></ul>WHY?<br /><ul><li> Interaction at a more personal level between users
    57. 57. Users can upload & share their Trackyaa game scores (from mobile or online games)
    58. 58. Facebook is widely used and hence more people would be involved. The ultimate goal is to grow the community – Facebook will assist Trackyaa
    59. 59. Discount coupons for Trackyaa members</li></li></ul><li>Online Marketing -- Social Media Marketing Twitter<br />Get People to Re-Tweet <br />Build Followers<br />- Cross Promote Channels<br />- Publish Good Content<br />-Publish Interest arousing Content<br />-Website Integration<br />Encourage Evangelism<br />Listen & Engage in Conversation<br />-Testimonials<br />-Net Promoters<br />-Monitoring Service<br />-Workflow<br />25<br />
    60. 60. 26<br />Online Marketing -- Social Media Marketing –> Social Games <br />Top 5 Facebook Games:<br />Farmville<br />Café World<br />Texas HoldEm Poker<br />Mafia Wars<br />Happy Aquarium<br />Source: AppData.com<br />Advertising Inside the Games<br /><ul><li>Social Games are gaining in popularity
    61. 61. FarmVille has 74,806,786 monthly active users. The game has 16,022,479 fans.
    62. 62. Almost 30mn people use farmville once a day
    63. 63. Gamers spend between 45 minutes and 90 minutes a day on social games on the platform</li></ul>Leveraging Popular Games<br />Billboards Inside the Game<br />Low Cost<br />
    64. 64. 27<br />Online Marketing -- Social Media Marketing – Social Games <br /><ul><li>Farmville Users – 28mn approx
    65. 65. Indian Users 2-4mn
    66. 66. Approximately 3 million Indian eyes
    67. 67. Attention model here is hours not 30 seconds
    68. 68. As people come back to same piece of content happily</li></ul>Zynga’s Farmville Farm<br />
    69. 69. 28<br />Outdoor Advertising - CABVERTISING<br /> Advertise on private cabs Chain – Meru Cabs, Mega Cabs.<br />Why?<br /><ul><li>Cabs ply the length & breadth of the city
    70. 70. No fixed route
    71. 71. e.g. Meru Cabs ply 1 million passengers a month. Each spending on an average 45minutes on the cab. </li></ul>Taxis spend 90% of the time in city center<br />Each Taxi remain on the road for 14 hours a day<br />Cost <br />Rs 5000/month/cab<br />Impact<br /><ul><li>Unlike other outdoor advertising, Cabvertised brands are at eye-level
    72. 72. Cabvertised brands are seen at prime spots
    73. 73. Cab interiors deliver a more detailed message to a captive audience</li></ul>Reach<br /><ul><li>70% of the private cabs daily commuters are from business & corporate sectors
    74. 74. 10% commuters are college students and Sr.citizens
    75. 75. 98% of commuters belong to SEC A and B</li></li></ul><li>29<br />Outdoor Advertising – Bookstores & Coffee Shops<br />Events Partnership<br />Advertise in bookstores<br /><ul><li>Stands in bookstores
    76. 76. Bookmarks
    77. 77. Partner the book launch parties </li></ul>Bookmarks<br />Badges<br />Advertise in coffee shops<br /><ul><li>Pamphlets at serving tables
    78. 78. On Badges of coffee shop assistants</li></li></ul><li>30<br />Merchandising<br />Launch TrackYaa Merchandise to increase brand recall<br />Merchandise like apparel, key chains, mugs, t-shirts<br />
    79. 79. 31<br />Strategic Tie Ups- Sector Wise <br />MEDIA <br />TOURISM <br />ENTERTAINMENT <br />RETAIL <br />GADGETS <br /><ul><li> Tie ups with New Smart Phone Companies
    80. 80. Tie ups with Service Providers
    81. 81. Tie ups with Datacard Providers
    82. 82. TrackYaa – Reebok marathon
    83. 83. Tie ups with Hyper markets
    84. 84. Tie Ups with Large stores
    85. 85. TrackYaa-Business World Campus treasure hunt
    86. 86. Radio Mirchi-Trackyaa Traffic Beats
    87. 87. TOI-TrackYaa Goodies for Foodies
    88. 88. Jahan Dekha Wahan Jeeta – PVR TrackYaa
    89. 89. Haldirams-Dhoondo Aaj Ki Speciality
    90. 90. MTv –TrackYaa-Locate your Date
    91. 91. MakemyTrip Trackyaa- Ghuma India Ghumo
    92. 92. Ginger-TrackYaa. Find Your nearest Ginger service
    93. 93. IRCTC-TrackYaa- Travel amenities tieups</li></li></ul><li>Affiliate Marketing<br />STEP 4<br />Seller rewards TrackYaa with affiliate (rewards, points)<br />STEP 2<br />TrackYaa provides Information about brand/seller information to customer <br />Affiliate <br />Brand/ Sellers<br />STEP 3<br />TrackYaa directs the customer requirements to seller .<br />STEP 1<br />Customer Uses TrackYaa for brand/ seller based Information <br />Customers <br />
    94. 94. Viral Marketing Strategies<br />Track<br /><ul><li>Measure the success, No. of referrals,
    95. 95. Opinion Poll performance, enquiries, View Counts</li></ul>Talkers<br /><ul><li>Target Opinion Leaders- People with maximum friends/Scraps/ Votes.
    96. 96. Target Active Communities. Bloggers. Page Visits.</li></ul>The 5 T’s of VM Marketing<br />Topics<br /><ul><li>Drive Portable ideas- Personalize through achievements
    97. 97. Hot Topics related to Use of Social Media.
    98. 98. Controversies & Campaigns</li></ul>Take part<br /><ul><li>Monitor, respond when appropriate, listen, be prepared to change,
    99. 99. Assess time and resource commitments</li></ul>Tools<br /><ul><li>easily transmittable items - YouTube video, link newspaper article or blog
    100. 100. Facebook groups, school based online community</li></li></ul><li>Viral Marketing <br />34<br />
    101. 101. Word of Mouse <br />Trackyaa<br /><ul><li> Polling in the community pages
    102. 102. Interactive and informative video of Trackyaa
    103. 103. Competitions and offers with tie up partners </li></ul>Business World- Trackyaa Campus War of Words <br />
    104. 104. 36<br />Viral Marketing – Treasure Hunt<br /><ul><li>Tie Up – TrackYaa develop a treasure hunt social game for Coke/Pepsi/RedBull
    105. 105. Bottles hidden at various places in a particular area e.g. Central Park CP Delhi
    106. 106. All bottles have unique code printed on them
    107. 107. The person has to hunt atleast 3 bottles
    108. 108. Take the unique code id & post it on the TrackYaa as and when bottle is found
    109. 109. Status updated in real time and feeds provided on Facebook
    110. 110. Pictures can also be uploaded and same can be shared.
    111. 111. Generates interest among the participant and curiosity among the followers
    112. 112. Huge following for TrackYaa & branding for coke/pepsi etc</li></li></ul><li>37<br />Viral Marketing – Organizing Contests <br />Best Image Contest<br /><ul><li>Level 1 Contest
    113. 113. Users will upload realtime image on Facebook through TrackYaa and tag it to community page on Facebook
    114. 114. Other users will poll for the best image
    115. 115. Winners will get prizes</li></ul>Tell a story through Images<br /><ul><li>Level 2 Contest
    116. 116. Users will tell his/her story through collection of realtime images
    117. 117. Other users will poll for the best story
    118. 118. Winners will get prizes</li></li></ul><li>38<br />Cost Benefit Analysis<br />
    119. 119. Marketing Action Plan <br /><ul><li> Social Media Marketing
    120. 120. Leverage Cricket </li></ul> WC 2011<br /><ul><li> Radio
    121. 121. PR
    122. 122. Book Stores Coffee Shops freebies
    123. 123. Online Advertising
    124. 124. Social Games
    125. 125. Viral Marketing
    126. 126. Loyalty Points
    127. 127. Offline Events
    128. 128. Ambient Advertising</li></ul>March2011<br />Jan 2011<br />May 2011<br />July 2011<br /><ul><li> Currently there is no Location Based Social Networking Service
    129. 129. Leverage this fact to create Buzz</li></li></ul><li>40<br />Monetization Strategy – Ads in Application<br /><ul><li>Consumers are overwhelming to accept ads in exchange for valued content
    130. 130. Ads are not typically recognized as advertising when embd with the results
    131. 131. According to Arbitron Research travelling back home is a key venue for impulse purchase decisions and ideal time for advertising.</li></ul>Differential Rates for advertising: <br /><ul><li> Low charges in morning
    132. 132. High charges during evening time</li></ul>Who will give ads:<br /><ul><li>Nearby Restaurants
    133. 133. Nearby Events organizers
    134. 134. Sale Discounts Shops
    135. 135. Malls </li></ul>Ads & Discount Coupons<br />
    136. 136. USP of TrackYaa- For Advertisers<br />Measurement<br />Accountability<br />Optimization<br />Optimization<br />TrackYaauser friendly interface will allow advertises to launch and manage campaigns easily. As Advertisers learn more about what ads are more effective with viewers, they can optimize their campaign accordingly with just a few clicks of the mouse. <br />Measurement<br />UsingTrackYaareporting metrics the Advertiser can immediately understand the effectiveness of his ads. This valuable data will enable advertisers to better understand which ads are engaging your viewers. <br />Accountability<br />With TrackYaaauction based pricing system the advertiser will only pay for Ads that are actually delivered which is not the case in most of the regional & Cable TV channels and OOH Media.<br />
    137. 137. Monetization- Market Analytics<br />Business Model<br /><ul><li> Analysis of Consumer behavior w.r.t.-
    138. 138. Eating Habits
    139. 139. Travel Habits
    140. 140. Expenditure Habits
    141. 141. Geographical Location of Market Opportunities
    142. 142. Products and Services being Sold- Whom/How/Where
    143. 143. Facebook Activities- General Social Conditions</li></ul>Expenditures<br /><ul><li> Application Development for Market Analytics
    144. 144. Sourcing Feeds from other SNS
    145. 145. Business Development activities
    146. 146. Application development for specific handsets</li></ul>Revenue<br /><ul><li> Provide Data to Market Research Companies
    147. 147. Long term contracts with Equity Research/ Brokerage Firms
    148. 148. Direct Data to any Firm pertinent to its business</li></li></ul><li>Financials- Data Speak<br />United States<br /><ul><li> 120 million FB subscribers
    149. 149. 40% of population on FB
    150. 150. 12 mn LBS Subscribers
    151. 151. 4mn FourSquare Subscribers
    152. 152. 340,000 Gowalla Subscribers</li></ul>India<br /><ul><li> 20 million FB subscribers
    153. 153. 2% of population on FB
    154. 154. 0 LBS Subscribers </li></ul>Figures in $ mn<br />Mobile Ad Market- Growing at 42.3% CAGR<br />
    155. 155. Financials- Assumptions<br />
    156. 156. Financials- Income Statements<br />Figures in INR million<br />
    157. 157. 46<br />Financials- NPV & IRR<br />NPV & IRR for 5 yrs<br /> - NPV & IRR is Negative for Low Level and Medium Level Scenarios<br /> - IRR is 18% > cost of capital for High Level Scenario <br />NPV & IRR for 10 yrs duration<br /> - NPV & IRR is Positive for All three scenarios<br /> - IRR is 14% for Low Level and Gradually Increases for other Scenarios<br />Financial Calculations<br />
    158. 158. 47<br />Contingency Plan<br />
    159. 159. 48<br />

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