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/

1. 1 Team Name ‘The ones from near Sanjay Van’

2. Social Networking in India Growth in India’s Users July08  09 43% Social Networking Users in India July2010 13% Internet Social Networking Facebook showed a 179% y-o-y jump from last year July saw 33mn Indian web users visiting Social networking sites 2 Very Less Usage –Huge Opportunity to Grow

4. With the coming of 3G usage will further increase

5. Right now out of 12mn Mobile internet users only 2-3mn are active users

7. Information Search is the second most important purpose

8. 70% of the users are college going and young men

9. Most users fall in age group 18-35 years3

14. Increasing Maturity of Users

15. Increase in use of Smart Phones

16. 3G Roll Out

17. Lot of future potential

19. Device & Technology

20. Portable navigation devices market is not mature in India

21. Consumer Education & Awareness6 Level of Technology Mobile Handset Growth SN Industry growth phase Population under 25 years >50% LBS in India now  No

22. 7 Need for India’s First Location Based Social Networking Service

24. Info Mate -- Collaborate with friends

25. Mobile Dincharya --Plan your day

26. Hobby Mates - Connect & Meet people with common interests

29. 10 TrackYaa- Sneak Peek at the Home Page

31. Search for relevant feeds from FB & Twitterin Friends posts. Service to serve Dual Purpose- 1. Information of recent activity 2. Collaborative outing- Social Need 11

33. If No review then Review from Trackyaa Users12

35. Data would be used for Market Analytics

37. Envy Factor with praise/ Reward statement s in Scraps13

38. Trackrr (Contd) Photo uploading PHOTO Sharing- SCREEN 4 Pictures Taken can be uploaded Products with price part of Information for future Picture Details be shared as scrap Mc donanlds GK It was a nice experience French Fries – Rs 35 Pictures Tagged to the location Tagging done and can be shared with FB Revenue Pictures Added- Market analytics related to visit And details about the location Loyalty benefits with the most number of feeds by a member Photo Sharing Pictures Taken will be shared in the Social Media Pictures will be tagged and feeds be provided to online community 14

39. Info Mate Collaborate with friends I am going to Dabang I would like my friends to Join In It would have been gr8 if my friends could join in Send Sms IM ‘Going for Dabang today-1PM show- PVR ’to 5454 Login into ‘TrackYaa’ Click- IM Or InfoMate will send this message to all your friends near your Location through SMS or will show in their Smart phones application ‘Trackyaa’ & Interested friends of Rajiv can reply by clicking the given Link or by messaging back or by clicking Yes option in TrackYaa, as best suitable . Would You like to Join? Website link Click on ‘Trackyaa’ will send SMS to Rajiv- Conformation from ‘Nitesh’. In case sm1 clicks the link in Facebook 15

41. Option to send the same request as FB Scrap

42. For Non Smart Phones SMS based Short codes

43. Ad to accompany these FeedsSelect from the Options 16

44. Mobile Dincharya Plan your day Login into ‘Trackyaa’ from your Smart phone- Click ‘MD’ Send Sms MD to 5454 Holiday, Weekend… What to do? Or ‘TrackYaa’ Tracks your Location and sends a message to you or the application updates on your smart phone 11 AM today CWG Hockey Match. Tickets available from tickets.cwg2010.com Or call 9811992312 1 PM today ‘Dabang’ Movie, PVR Saket- 10 Mins from your location *For tickets call 9119923991 2 of Your Friends Rahul and Abhishek recommend Dabang Your Friend Saurav is also watching this movie today at PVR Saket- 3 PM show Or 3 of your friends will be watching Dabang today at 1 PM *Future Scope- Can also show how many tickets available - Will require real time integration 17

45. Hobby Mates Connect & Meet people with common interests I would like to meet Salsa Lovers there Going to South Ex Login into Trackyaa Click on HM Send Sms HM, “Love to meet Salsa Lovers” ’to 5454 Or Common Interests e.g. Bikes, Salsa were entered while registering Based on that SMS is sent to all the people in the area having Salsa as interest & Would Youlike to Join? Application Website link Click on 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 TrackYaa will send SMS to Rajiv – Confirmation from Nitesh (if link on FB is clicked) 18

47. Marketing 20 TrackYaa - India’s First Location Based Social Networking Service Online Advertising: TG very active online. Highest visibility Social Media Marketing: It’s a location based social networking service. Marketing on social networking websites is required to attract TG. It will also create viral affect PR & Advertorials: To increase visibility and brand image Strategic Tie Ups: With social applications, Service providers like – Hotels, Restaurants, IRCTC etc Outdoor Advertising: Events Hosting, Banners at selective locations for some time

48. Online Marketing Strategies Search Optimization (SEO): making you easy to find Email: Storytelling, direct connection so people return to your site/tools Search Marketing (SEM): Paid search ads in Google Seach Ads Online Ads: banners, sponsorships, etc Social Networks: FB, Twitter, etc

52. should create content and initiate dialogue. It should help community members participate in a discussion.

53. Share news Generate ideas

55. Use this page for discussions & events

57. Users can upload & share their Trackyaa game scores (from mobile or online games)

58. Facebook is widely used and hence more people would be involved. The ultimate goal is to grow the community – Facebook will assist Trackyaa

61. FarmVille has 74,806,786 monthly active users. The game has 16,022,479 fans.

62. Almost 30mn people use farmville once a day

63. Gamers spend between 45 minutes and 90 minutes a day on social games on the platformLeveraging Popular Games Billboards Inside the Game Low Cost

65. Indian Users 2-4mn

66. Approximately 3 million Indian eyes

67. Attention model here is hours not 30 seconds

68. As people come back to same piece of content happilyZynga’s Farmville Farm

70. No fixed route

72. Cabvertised brands are seen at prime spots

74. 10% commuters are college students and Sr.citizens

76. Bookmarks

80. Tie ups with Service Providers

81. Tie ups with Datacard Providers

82. TrackYaa – Reebok marathon

83. Tie ups with Hyper markets

84. Tie Ups with Large stores

85. TrackYaa-Business World Campus treasure hunt

86. Radio Mirchi-Trackyaa Traffic Beats

87. TOI-TrackYaa Goodies for Foodies

88. Jahan Dekha Wahan Jeeta – PVR TrackYaa

89. Haldirams-Dhoondo Aaj Ki Speciality

90. MTv –TrackYaa-Locate your Date

91. MakemyTrip Trackyaa- Ghuma India Ghumo

92. Ginger-TrackYaa. Find Your nearest Ginger service

97. Hot Topics related to Use of Social Media.

102. Interactive and informative video of Trackyaa

103. Competitions and offers with tie up partners Business World- Trackyaa Campus War of Words

105. Bottles hidden at various places in a particular area e.g. Central Park CP Delhi

106. All bottles have unique code printed on them

107. The person has to hunt atleast 3 bottles

108. Take the unique code id & post it on the TrackYaa as and when bottle is found

109. Status updated in real time and feeds provided on Facebook

110. Pictures can also be uploaded and same can be shared.

111. Generates interest among the participant and curiosity among the followers

113. Users will upload realtime image on Facebook through TrackYaa and tag it to community page on Facebook

114. Other users will poll for the best image

116. Users will tell his/her story through collection of realtime images

117. Other users will poll for the best story

121. PR

122. Book Stores Coffee Shops freebies

123. Online Advertising

124. Social Games

125. Viral Marketing

126. Loyalty Points

127. Offline Events

130. Ads are not typically recognized as advertising when embd with the results

133. Nearby Events organizers

134. Sale Discounts Shops

135. Malls Ads & Discount Coupons

136. USP of TrackYaa- For Advertisers Measurement Accountability Optimization Optimization 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. Measurement 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. Accountability 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.

138. Eating Habits

139. Travel Habits

140. Expenditure Habits

141. Geographical Location of Market Opportunities

142. Products and Services being Sold- Whom/How/Where

144. Sourcing Feeds from other SNS

145. Business Development activities

147. Long term contracts with Equity Research/ Brokerage Firms

149. 40% of population on FB

150. 12 mn LBS Subscribers

151. 4mn FourSquare Subscribers

153. 2% of population on FB

154. 0 LBS Subscribers Figures in $ mn Mobile Ad Market- Growing at 42.3% CAGR

155. Financials- Assumptions

156. Financials- Income Statements Figures in INR million

157. 46 Financials- NPV & IRR NPV & IRR for 5 yrs - NPV & IRR is Negative for Low Level and Medium Level Scenarios - IRR is 18% > cost of capital for High Level Scenario NPV & IRR for 10 yrs duration - NPV & IRR is Positive for All three scenarios - IRR is 14% for Low Level and Gradually Increases for other Scenarios Financial Calculations

158. 47 Contingency Plan

159. 48