software lagaa do yaar

1,017 views
965 views

Published on

Published in: Business, Technology
1 Comment
0 Likes
Statistics
Notes
  • How to navigate through the slides ?
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

No Downloads
Views
Total views
1,017
On SlideShare
0
From Embeds
0
Number of Embeds
56
Actions
Shares
0
Downloads
0
Comments
1
Likes
0
Embeds 0
No embeds

No notes for slide

software lagaa do yaar

  1. 1. software lagaa do yaarPromoting the idea of software use in Indian SMEs NEPG, 17 Apr. 2012
  2. 2. The Opportunity• On the SME side • Indian SMEs don’t think of software as a way to solve their challenges of growth or operations • Those that do don’t see a way to reach out to ANY vendors, let alone GOOD vendors• On the Provider side • There is no canonical set of databases that software companies can use to get to SMEs • There is no established database of ISVs and/or Resellers that SMEs can go to
  3. 3. The IdeaAdvertise in mainstream media, driving traffic toSMS- and web-based resources• Ads • Theme: Using software for business This is about the • Medium: TV (for now) SME, • Call-to-action: SMS and/or website not the provider• Website • Large database of ISVs and Partners, PINCode-based • Case studies, categorization, etc. • Phone # to call for basic “consulting”
  4. 4. Advertising• 10-second TV spots during eve News• One ad every weekday (Mon-Thu) Validate via “dipstick” survey• Channels rotated during the week beforehand• Incident-based, no celebrity endorsement• Promote the use of software in an SME • Deliver short, simple message • Focus only on the SME founder/manager • No focus on Indian vendors or any brands
  5. 5. Website• Extend productsmade.in to include Partners• Contributed registries • Channel Partners of HP, Tally, etc. Companies of ALL • JustDial/AskLaila software registrants sizes and origin! • NASSCOM members• SMS-based access via PINCode, location, etc.• Case studies, possibly without vendor names• Ads from providers
  6. 6. The Numbers• Ad Spot cost: Rs 1,800 to Rs 5.4 lakhs • Star News Mon-Thu 1900-2300: Rs. 22,000 • DD Samachar Any Day 2000-2012: Rs. 75,000 • Deep discounts for long-term commitment• Ad Plan Begin with Pilot in Regional channels? • Average Rs. 50,000 per insertion • 1 insertion per day on any 1 channel, rotating • Running Mon-Thu - 208 days per year PILOT • Five variations of ads, each about 4 L for Production Only?• Total Cost 208 days X 50,000 + 4 L X 5 Variations Rs. 1.2 Cr
  7. 7. Funding• No direct funding from NASSCOM members• Possible funding from NASSCOM• Sources • MSME Tech Upgradation Fund, other Govt. sources • AMEX / ICICI / other banks targeting SMEs • JustDial / AskLaila / IndiaMART … • Other market relationships
  8. 8. Options, Challenges• External agency for program (a la MediManage) • Credibility of agency • Intermediary up-front cost • Revenue-stream via commissions• Challenges • Tracking effectiveness - Lead Generation? Closure? • Transparency from providers • Pressure from big providers
  9. 9. Issues• Concept: Behaviour Change or Pain Relief?• Target: Vernacular? Urban? Both?• Budget: 5 Cr? Or 25 Cr?• Funding: Who? Why? How much?• Medium: TV only? Paper only? Both? Timing?• Providers: New class of Members?• Campaign Failure: Review process?• Lead Distribution: Paid: How?• NASSCOM person: Full-time?• Disputes: Setting ourselves up for trouble?• Assets created: Leveraging other value?
  10. 10. Professional Opinions• Talked to national heads of three large ad agencies • Overall reaction surprisingly positive “game-changer” “idea whose time has come” “would love to work on it” • One suggests taking baby steps, one suggests Big Bang model “25 – 30 crores over three years” • One suggests Tier 3, one primarily Urban “early results will probably be best in cities” • One suggests Dipstick important, one says not much value • One says Lead flow fairly clear, one says Long-term investment “this is a change in behaviour, not a solution to a known problem” “you can add a website, not much else, in the ad” “don’t expect the phones to ring” “critical that someone picks it up when it does”
  11. 11. Next Steps• Resolve Important Issues • Concept, Budget, Funding…• Run Dipstick Survey • Validate basic ideas of campaign, SME interest level, etc.• Find Funding • Pitch Objective, Survey results, etc.• Develop Campaign components • Other than Ads, what else?• Run Pilot Program • Vernacular only? Urban only? Integrated PR?
  12. 12. thank you!Kishore Mandyam Impel CRM

×