MARKETING

2. Project Title : TheMakeOver
1. Executive Summary
2. Situation Analysis
2.1 Company overview
2.2 Market overview
2.3 Target customers
3. Goal
4. Strategy
4.1. Target market
4.2. Value proposition
5. Tactics
5.1. Product
5.2. Service
5.3. Brand
5.4. Price
5.5. Incentives
5.6. Communication
5.7. Distribution
6. Implementation
6.1. Infrastructure
6.2. Processes
6.3. Schedule

3. TheMakeOver would basically be one single
place for all your trip related payment
requirements.
You would have to add your card details in the
app which you could directly use to make a
transaction.
Currently, in this generation this would be
very useful considering the pace at which the
market is growing.
Eventually everyone is preferring e-money
also keeping in mind the effects of
demonetisation.
It obviously is an easier way of transaction and
also the core customers and targeted people
would be teens who would prefer technology
taking over their heavy wallets.
Executive Summary

4. Offering to Schools/Colleges/Educational Institutions Integration:
Agreement with banks, web & mobile
• Improves cash flow
• Convenience for parents
• Faster transaction
Lead the change in the education sector:
• Enable tech
• Brand awareness
• Cross sell merchandise Convenience for students
• Fee payment
• Online admission forms
• Purchase uniforms, merchandise, books

5.  TheMakeOver would be targeting the e-market which has a lot of
scope.
 It also has a lot of competitors like MakeMyTrip but also has a great
chance of advancement.
 Target customers would be mostly teenagers and middle aged people
who love to travel and make payments using e-wallets.
 Schools and Colleges would also play a big part in it.
 Big MNC companies can also sell their products online here and it will
also benefit customers as they can not only shop but also pay their bills,
all at one place!
 The world is increasingly mobile, people want access from wherever
they are, whenever they need.

6. Market includes all the internet users and smartphone users
Keeping in mind the global mobile world, TheMakeOver
would be compatible with all possible platforms including
Android, BBM, iOS and Windows.

7. TheMakeOver wil eventually grow into something that
offers a lot of functionalities in areas other than its
chief purpose. This makes app bulky and takes up
lot of space.
Processing takes time and fails sometimes.
Unable to handle the huge traffic when new offers are
introduced.

8. OPPORTUNITIES
Online shopping has seen
exponential growth in
the recent years.
Entering the world of
online shopping with
top brands across all
verticals.

9. THREATS
In the world of mobile
commerce, the company
completely relay on the
smartphone users.
Smartphone penetrations and
mobile internet access
penetration are required.

10. ● To be India’s Largest online booking company.
● Will start off by offering to manage expense to make trips
and utility bill payments and later it will offers a full
marketplace to consumers on its mobile app and emerged to
be among top e-commerce businesses
● To Decide what to purchase, search across all verticals,
place the order, pay the amount using Credit card, Debit
card, Net banking or COD, receive the order, return if not
satisfied. As simple as that !

11. Market Description
Market includes all
the internet users
and smartphone
users.
Keeping in mind the
global mobile
world,
TheMakeOver will
be compatible
with all possible
platforms
including
Android, BBM,
iOS and
Windows.
Product Review
Based on customer
reviews and
ratings we can
understand the
contribution of
mobile recharges
on Citrus income.
Review of
Competition
Its major
competitors are
Freecharge,
Flipkart,
Amazon, ebay,
Snapdeal,
Myntra…

12. Strategy :

13. Aim will be to power these :

14. Target is to have a
collaboration with
these big MNC’s
and have such stats.

15.  Startup founders translates to a mix of the following:
 Financial rewards (cash, equity, a chance at a lifetime of
wealth).
 Behavioural identifiers (a larger cause, impact and
recognition, thrill, freedom to do your own thing).
 Lifestyle choices (flexibility and wellness).
 Development opportunities (career growth, diversity of
roles, the novelty of work, learning to startup).

16.  It will have an e-wallet and ticket booking service and
an E-commerce platform.
 As expected, the services are known for, wont generate
much revenue. They need funding of around at least
for a billion dollars are needs to borrow another Rs
200 crore from any bank .
 Initially, we will almost entirely rely on their E-
commerce platform for revenues.

17.  The model works as such:
 When you're a vendor trying to sell, you either pay
an annual subscription fee or a commission (or
both) if you'd like to list your product on their site. If
you're an advertiser, you pay a by-the-click fee to
Citrus for advertising on their platform.
 Most tech businesses follow a cash burn model for the
first few years. They seem to have plans for future
revenues (raising that much money would have been
impossible had they not) but for now, this is how we
are planning to seemingly make most of our revenues.

18.  In a nutshell, TheMakeOver is the most likely startup to kill peer-to-peer Cash
transactions especially those of small value. The way they intend to do this is to
offer a competing wallet service with low or zero transaction costs, capture
essential services online to build wallet size (recharge phones, bus tickets) and
partner where there's an incumbent (eg. Uber).
The Mobile *is* itself the solution in payments. As far as convenience goes, it
has the potential to disrupt cash. We carry it everywhere, its personal, secure to
some degree, connected and everyone (will) has one. It's the same insight that's
driving Apple Pay in the US; except we're predominantly a cash economy* -
closer to what M-Pesa has achieved in Kenya for the unbanked.
It's also the same insight that got Paypal started before they became what
they're today.
Our initial strategy would be to themselves step in and provide specific
services, especially those with low consumer entry-commitment and high pain-
point.
TACTICS :

19.  Later we will be experimenting with marketplaces, but the speed at which they
moved to nail Uber here in India makes me think carefully about what their
original reasons are for starting up despite the challenges that their up against
**.
We will also position ourselves as a (prepaid) payment gateway for e-
Merchants, but I can't imagine anything but p2p payments as the holy grail.
Prepaid e-commerce appears to be low-lying fruit, an early destination in a
larger plan or perhaps just plan B?
So, to conclude. Give a few years and a few lucrative openings to place
themselves as a payments partner in workflows in the real world (over the e-
commerce use case). Our user base saturates consumer markets. On the back
of that I can imagine that the following cash transactions might just be in their
range: Payment to inner and intra-city Cab-drivers, intra-city bus ticket
purchase (offline), Auto Rickshaw, Groceries and eRetail, Cash withdrawal
from ATMs, small loans from friends, paying maids and more.
BookEazy (a service founded in 2006) offered a novel pay-on-arrival service
that allowed movie-goers to reserve tickets against a security deposit and pay
for their tickets at the theatre right before the show. We will deliberately pick
this strategy over others for the same reason - the lowest common denominator
is to prefer cash over plastic.

21.  DISCLAIMER : This presentation has been prepared
for the Marketing Internship under the guidance of
Prof. Sameer Mather as the final project by Vaibhav
Sancheti, VIT VELLORE.