1. software lagaa do yaar
Promoting the idea of software use in Indian
SMEs
NEPG, 17 Apr. 2012
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. The Idea
Advertise in mainstream media, driving traffic to
SMS- 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. 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. 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. 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. 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. 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. 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. 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. 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?
