Mock roadmap of Bookmyshow strategy vs PayTM

1. Growth Strategy ’20-’21

2. Hi!
I am Jatin Chuglani
Product Manager
You can find me at chuglani.jatin@gmail.com
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3. History and Current Status
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4. Bookmyshow History
◦ Started in 1999 , survived the dot com
bubble
◦ Revolutionalised the Movie ticket
booking industry!
◦ Got India (and 4 other countries) used to
easy ticket bookings.
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5. Bookmyshow History
Before After
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6. Bookmyshow Current Status
◦ 78% of all online movie ticket sold in
India!
◦ 30 million+ customers
◦ 50 million+ app downloads
◦ 5000+ screens covered
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7. Competition Overview
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8. PayTM
◦ PayTM entered the movie ticket booking
in 2016
◦ Expansion being fueled by discounts
◦ PayTM’s acquisitions in insider.in
TicketNew has increased their market
share to ~15%
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9. PayTM Analysis
Strengths
◦ 200m+ app installs
◦ Huge Cash Reserves ($1
billion in last funding)
◦ Discount fueled growth
◦ 250 m+ total user base
(all businesses)
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Weakness
◦ Suboptimal app
experience (high error
rate)
◦ Low user awareness for
ticketing
◦ Low repeat user rate
◦ Lesser supply (4000
screens), specially in tier
2 cities

10. Other Competitors
◦ PVR / Inox want to get more share of the market
and / or more money in contracts.
◦ Apart from these, other players Ticket4U,
Easymovies have very less market share, < ~5%
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11. Strategy for next FY
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12. High level User segments to target
◦ Repeat users
◦ New users

13. Repeat User Strategy
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14. Repeat Users – Metrics to track
◦ WoW & MoM user repeat rate
◦ Conversion funnel
◦ RPU, SPU, DAU/MAU
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15. Cohort Retention Rate
(Representational)
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16. Cohort Retention Rate
Goals
◦ Maintain monthly repeat rate at > 5%
Approach
◦ Targeted recommendations, based on user behavior
◦ Loyalty Program
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17. Better Recommendations, based on
demographics & psychographics
◦ Gender
◦ Age
◦ Income/spend potential(based on preferred theatre areas and
payment mode)
◦ Regional/Multi language movie preference
◦ Marital Status
◦ User device
◦ App Vs Non-App
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18. Loyalty Programs
◦ To counter Paytm’s discount fueled
growth, we need give our own discounts
to avoid churn
◦ Allow user to pay up front to get better
movie ticket discounts in consecutive
bookings
◦ Other perks, like free seat upgradation
◦ Ticket cancellation protections
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19. Conversion funnel (Representational)
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Buy
Ticket
– 10%
Select Seats – 25%
Open App - 100%
Open Movie Page – 50 %

20. Conversion funnel
Goals
◦ Improve the ticket buying rate from 10%
to 20%
Approach
◦ 1-click checkout based on theatre, movie
genre and payment preferences
◦ Payment / weekday discounts
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21. 1-click checkout
◦ Recommend preferred theatres, movie
genre and checkout methods to users
◦ Allow them to edit those
◦ Directly land them to seat select selection
(skipping the first two steps)
◦ Similar to Amazon 1-click checkout
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22. Payment / popularity based
discounts
◦ Integrate with more payment options
providing discounts to users (like paypal /
amazon pay), especially PayTM
Competitors
◦ Work with theatres to provide limited
time discount on seats with lesser known
movies / on weekdays
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23. RPU, SPU, DAU/MAU(Representational)
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24. RPU, SPU, DAU/MAU
Goals
◦ Increase RPU to $25
◦ Increase SPU to 24
◦ Increase DAU/MAU to 17%
Approach
◦ Social Media Integrations
◦ Better Recommendations
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25. Social Media Integrations
◦ Integrate with stories features on
Instagram and WhatsApp
◦ Allow users to share the movie that they
are going to
◦ Allow the viewers to buy tickets by
clicking on the story
◦ Similar to Spotify
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26. Better Recommendations
◦ In addition to the psychographics metrics,
provide PNs for lesser known / indie
movies
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27. New Users
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28. Metrics to track
◦ New user acquisition per week
◦ Business unit diversification
◦ #Communities and average user per
community (defined later)

29. New user acquisition per week
(Representational)
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30. New User Acquisition
Goal
◦ Increase new user acquisition to 150,000
Approach
◦ Diversification
◦ Growth in tier 2 and tier 3 cities
◦ Referrals
◦ Nudge non-movie users to movie booking
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31. Diversification
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32. Diversification
◦ Support for more live events, including
sports, hikes and other meetups
◦ Avg. Live event costs are higher than
movie tickets (Rs. ~2000 vs Rs. ~300),
more revenue per transaction
◦ Create more niche “communities” of
people for various meetups and use
network effect to acquire more users
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33. Communities
◦ Creation of user groups on Bookmyshow
platform, allowing people to create plan
events.
◦ E.g., a community like “Bangalore Trek
Club” could have conversations,
collaborate and create events.
◦ Other users could subscribe to these
events and buy tickets for the events
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34. Growth in tier 2 and tier 3 cities
◦ Only ~10% movie tickets are bought
online, growth potential there
◦ Focus on growth in tier 2 and tier3 cities,
add more inventory
◦ Focus on single theatre screens
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35. Referrals
Goal
◦ Acquire more users by allowing existing
users to refer other users
Approach
◦ Discounts on first ticket booking based on
referrals
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36. Discounts on first ticket booking
based on referrals
◦ Focus on movies and live events
◦ Build bigger and stronger communities
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37. Roadmap
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38. Roadmap

39. Thank you
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