1. Team – Riders on the Storm
NAHEED SHOOGUFAN
RACHIT KWATRA
SAKSHI JOSHI
VIRANG SAHLOT
2. What is the product How will the product
Who will use the How it will generate
we are offering ? be distributed ?
product ? money ?
DISTRIBUTION
NEED-GAP PRODUCT TARGETING AND FINANCIAL SUSTAINIBILITY
AND
ANALYSIS FEATURES POSITIONING ANALYSIS MODEL
PROMOTION
3. Need-Gap
Analysis 8
Unique Visitors – BRIC Countries Entertainment – The BLOCKBUSTER Category
• India is the fastest growing online market in the last 12 • Entertainment category has 89% reach, still lower than
months WW average of 94.1%
• India’s explosive online growth to continue, as most online • Entertainment added 15 million UV’s in the last 12
categories show below average penetration compared to months
global averages • Growth comes from bollywood video and music content
Source – Rise of India’s Digital Consumer, ComScore, July 2012
4. Need-Gap
Analysis
Customer Insights
“I don’t mind paying for
“For Bollywood Willingness to If a customer thinks a product apps as long as they
movies, I just refer to The existing
Competition sets him apart, he has no provide me with a utility
pay
TOI or google, and competition is qualms about paying for it that sets me or my phone
songs.pk to very weak, and apart”
download songs. disintegrated
IMDB doesn’t provide “I only buy DVDs of a
as much info” Consumers pay for movie or show if there
originals only as if they
Extras are some extras or
get “something extra” minisodes or director’s
cut clippings”
Accessories The consumers need
“I really like some There exists a “Why should I pay for
dresses and accessories market for movie to be made aware of streaming a movie
that actresses wear accessories that Issues the advantages of online when I can
is currently non- streaming over simply download it?”
during the movies, but
existent downloading
have no way of buying or
getting info about them”
• More than 75% of the customers wouldn’t mind paying more than Rs. 100 for movie related subscriptions/apps
• Features like movie streaming, song downloads, extra clippings and movie accessories top the list for
customers
5. Need-Gap
Analysis
Competitive Analysis – Music Sites Positive Negative
www.songs.pk www.gaana.com www.raaga.com
Particulars
Download Facility
Music Reviews
Discussion Forum
Personalized Playlists
Radio Stations
Music Videos
Music Charts
Mobile Apps
Popularity
Excessive Ads
Cluttered Website
6. Need-Gap
Analysis
Competitive Analysis – Movie Sites Positive Negative
www.rottentomatoes. www.in.com
www.imdb.com www.youtube.com
com
Particulars
Movie Trailers/Clips
Box Office
Discussion Forum
Genre Categorization
Movie Purchase/Rental
Movie Streaming
Movie Ratings
Mobile Apps
Popularity
Movie News and Gossip
Website Attractiveness
7. Need-Gap
Analysis
Need-Gap Analysis
+
EXISTING NEED EXISTING NEED
+
+
+
+
=
10. Product
Features
ROLLINGCAMERA.COM –
Mobile Version
Latest Photos, Red Menu Options –
Carpets Galleries Songs, Streaming etc.
Upcoming Movies and Latest News and
Trailers Updates
BOX Office Updates
Sizzling Gossip
Connect with Rolling
Camera on Facebook
11. Need-Gap Product
Analysis Features
Bollywood Database Model
CUSTOMER INVOLVEMENT
Key aspects:
• Trailers of all latest movies Key aspects: • DISCUSSION FORUM:
Key aspects: • Behind the scene clips • Top grossing movies:
Movie Buzz
• Movies rated by experts • Bloopers and Minisodes • Weekly
TV Buzz
as well as audience • Monthly
Movie Star Buzz
• Different weights • Yearly
Trailers/Cli • QUIZZES AND GAMES
assigned to different • Most searched movies
ps • WIKIPEDIA MODEL:
kind of users rankings Box in past week/month Editing rights given to
Movie Office • “Oomph Meter” for
• Cumulative and industry critics
Ratings Updates Stars
comprehensive ranking
BOLLYWOOD
assigned to movie MOVIE PLATINUM MEMBERSHIP
DATABASE Key aspects:
Movie Greatest • MEMBERSHIP FEE:
Key aspects: • List of greatest movies
Reviews Movie INR 99/month
• Reviews by expert of all time
Listing • BENEFITS:
critics Movie • List of greatest movies
• Audience review with News/Gos by People Database
votes by other audience sip • Genre Company Contacts
• Prizes for best monthly • Year Demo Reels
review Key aspects: • Decade Resumes
• Upcoming releases • Worst movies of all Job Listings
• Info on movie Premieres
time Industry Connections
• Latest gossip from around town
12. Need-Gap Product
Analysis Features
Paid Movie Streaming • 52% of the total videos belong to the entertainment
category
• YouTube top channels are related to Bollywood – Tseries,
Vevo, Eros, Shemaroo, Rajshri
• Survey Results corroborate:
- 28% of the people surveyed willing to pay for
Movie Streaming
- 16% look for movie streaming on movie sites
Video Viewers Growth in India
• The Netflix streaming model has been very successful in the US Schemes Competition Major USP
- Streaming subscribers amounting to 25.1 million* in the US •Rent a movie for Rs. 50 •Major lack of •Variety, all movies
& 4.3 million outside US for a duration of 24 competition in the available, sorted by
hours Indian scenario genre
- 8.6 million subscribers of the DVD rental service. The total •Monthly subscription, currently •Suggestions based on
digital revenue - $1.5 billion unlimited movies – Rs. • Only a few production prior movies chosen
150 houses have their •Special features for
• Major challenge in India is the slow internet speed (112th movies available for loyal customers!
•Annual Subscription,
globally)** unlimited movies – Rs. streaming, no site with
- Currently 1 Mbps; 2 Mbps preferable for streaming 1200 all movies
- Growth of >20% last year
* Source – Yahoo! Finance
**Source - Akamai Report on Internet Speed in India, Aug 2012
13. Need-Gap Product
Analysis Features
KABOOTAR JAA!
• “Its just the price of an
Pricing SMS, but the experience
is Priceless!"
Send your favourite Bollywood Dialogue to your
friends and loved ones
View the Most Popular Dialogues
You can also dedicate songs which would direct them to the
stream link on the website!
Several Genres to be selected from
Different genres to choose from!
• Create different groups! Publish your dedication on your FB/twitter page
Other • Add new contacts
Features • Create custom
messages!
14. Need-Gap Product
Analysis Features
GameZone!
Game Zone!
• Free Demos!
• Play together with your
friends online on BBM,
Whatsapp!
• Bollywood theme based
games
• Personalise the actors and
characters to your choice
15. Need-Gap Product
Analysis Features
Bollywood Boutique PEEPS!
“Wear what your favourite stars
wear!” “Have a PEEP at what your
favourite celebs are up to ”
• Online shop for accessories • Follow your favourite celebs
used/worn in movies! and their updates on their
• Search by movie or celebrity! official Facebook/Twitter pages
• Get information on the • Add/remove celebs at will!
dresses, where to buy, brand • Features also include
etc. retweet/reply/comment
16. Need-Gap Product
Analysis Features
Additional Features
BE A MOVIE STAR! CLOTHES AND ACCESSORIES MOVIE QUIZZES AND COMPETITIONS
• Chance to be a part of movies by • Buy what you see on movie stars • Bi-weekly online quizzes
acclaimed Directors • Inbuilt store for clothes and accessories in • Various competitions judging members’
• Tie up with filmmakers the website Bollywood accumen
• Will provide filmmakers with extras for • Platform for actors to auction their popular • Audio-Visual Quizzes in addition to regular
their movies by a lucky draw on our site outfits/accessories from movies quizzes
• Only 1 year movie streaming subscribers • See all outfits worn in a movie at the click • Actor/Director/Movie/Music themed
eligible for lucky draw of a button quizzes
• Filmmakers get “extras” for free • A complete Bollywood Fashion and • Cumulative top scorer of the year gets free
• We increase our customer base accessories store annual membership
17. Need-Gap Product
Analysis Features
More Additional Features!
Trivia and interesting An inventory of every
facts about the movie movie ever released
Radio shows
Kids Movie and Game
interviewing directors
and actors
Entertainment
Online movie
Famous Quotes from
discussion
groups/forums
Movies
18. Targeting &
Positioning
Internet Users in India – Demographic Distribution Why Target this Group?
Increasing disposable income with the population
Increasing trend of online retailing and spend on paid apps and online music
Target stores shows a strong willingness to spend
Group
With 124 million internet users, India is at a 10% internet penetration. Thus,
tremendous scope for growth
Major segment (>66%) of movie viewing audience also lies in the age segment of
15-40 years
“With the growing popularity of cable, internet and satellite,
• 75% of the audience is below the age of 35 years, makes it small to medium budget films are expected to increasingly
one of the youngest online population shift towards these mediums as opposed to conventional
• Females form 39.3% of the total audience theatrical release that entails huge marketing and
• Highest growth seen among 15-24 male and female distribution expenditure.” - Deloitte Report – “Media &
segments Entertainment in India Digital Road Ahead”
Source – Rise of India’s Digital Consumer, ComScore, July 2012
19. Targeting &
Positioning
Bollywood Movie Database Movie Accessory Search + Store Paid Movie Streaming
The GO-TO place for Bollywood Magic -
Comprehensive Bollywood Website… and MORE!!
Mobile Apps & Bollywood Themed
Movie behind the scenes! Games Original song paid download
20. Need-Gap Distribution &
Analysis Promotion
Promotions – Traditional And Digital Media
ONLINE Online Marketing Reach Effectiveness Cost Involved Customer Trust
Social Media HIGH HIGH LOW MEDIUM
OFFLINE Offline Cost Customer
Reach Effectiveness Advertising Campaigns
Advertising Involved Trust
• Introduction of brand campaign
MEDIUM- • Best medium to communicate with buyer
TV Ad Campaign HIGH HIGH MEDIUM
HIGH • Reaches remotest location
• Increases trust and awareness
• Short Radio Ads
Radio Campaign MEDIUM MEDIUM MEDIUM LOW-MEDIUM • Emphasis on Tagline
• Use of Tagline as jingle
Top 5 slots occupied
by Entertainment HUGE POPULARITY FOR MUSIC/VIDEOS ONLINE
Channels.
Top 4 slots occupied
by Movie/Music GREAT POTENTIAL FOR ANY PROSPECTIVE ALL-
Websites ENCOMPASSING BOLLYWOOD WEBSITE
21. Need-Gap Distribution &
Analysis Promotion
Digital Media Promotions
Social Media Marketing
Social • Multi Way (Brand <->
Direct Media Customer, Customer <->
Marketing Marketing Customer)
“Lead “Customer • Participatory
Generation” Engagement” • User Generated
Brand
Marketing
“Image and
Reputation”
Promotional Campaigns Through Social Media
WEEKLY WINNER MOVIE QUIZZES AND COMPETITIONS
• One Member of the month • On social media sites to begin with
• Gets movie tickets via a lucky draw •Highly interactive, involving real time quizzing
22. Need-Gap Financial
Analysis Analysis
FINANCIAL ANALYSIS – REVENUE STREAM
One time movie rental users 59062 63%
Internet Users in India 125000000
Movies rented per month (approx) 2
Target Population 15-34 yrs One time movie rental fee 50
Revenue generated from one time users 5906200
Target Population by volume 93750000 75%
Penetration rate for paid services 0.30% Subscribers for 1-month video subscription 32812 35%
1-month video subscription fee 150
Revenue generating customer base 93750
Revenue generated from 1-month video
Subscribers for Database Platinum Services 9375 10% subscription 4921875
Subscribers for 1-year video subscription 1875 2%
Subscription Fee per month 99 1-year video subscription fee 1200
Revenue generated from database services 928125 Revenue generated from 1-year video subscription 2250000
Propensity to pay for add-on services 70313 25%
Add-on Revenue Revenue per user (average - in Rs) 250
Total Revenue generated from add-on services 17578125
Revenues generated from subscriptions and add-ons 31584375
24. Need-Gap Financial
Analysis Analysis
PROFIT AND LOSS STATEMENT
Year 1 Year 2 Year 3 Year 4
Subscription Fee 1,40,06,250.00 3,08,13,750.00 6,77,90,250.00 14,91,38,550.00
Add on Services 1,75,78,125.00 3,86,71,875.00 8,50,78,125.00 18,71,71,875.00
Total Revenue 3,15,84,375.00 6,94,85,625.00 15,28,68,375.00 33,63,10,425.00
CMS and E-Commerce per year 20,00,000.00 20,00,000.00 20,00,000.00 20,00,000.00
Front End Development 10,00,000.00 2,00,000.00 2,00,000.00 2,00,000.00
Developer and Tester Wages 50,00,000.00 55,00,000.00 60,50,000.00 66,55,000.00
Maintenance 20,00,000.00 25,00,000.00 31,25,000.00 39,06,250.00
Server Cost 5,00,000.00 1,00,000.00 1,00,000.00 1,00,000.00
Movie/Music Rights Costs 6,00,00,000.00 6,00,00,000.00 12,00,00,000.00 12,00,00,000.00
Total Expenses 7,05,00,000.00 7,03,00,000.00 13,14,75,000.00 13,28,61,250.00
EBT -3,89,15,625.00 -8,14,375.00 2,13,93,375.00 20,34,49,175.00
Tax - - 64,18,012.50 6,10,34,752.50
PAT -3,89,15,625.00 -8,14,375.00 1,49,75,362.50 14,24,14,422.50
First profit recorded in 3rd year Break-Even recorded in 4th year
Ref : http://senryaku.wordpress.com/2012/02/29/how-much-does-netflix-for-streaming-cost/
25. Sustainability
Model
Short Term Medium Term Long Term
• Building up the Database
• Increase the content and database • Expand to website for TV series
• Focus on Marketing
• Target more customer groups • Expand to Hollywood Movies
• Increasing the popularity of the products
• Target audience outside India • Introduction of New Apps
• Creation of Distribution channels
• Expand to separate website for ticket
• Strengthening the product Positioning
Booking
FACT- 11% Revenue of Bollywood Movies are from Outside India.
There is unavailability of a medium to access Bollywood more often. Rolling Camera will leverage on this existing need and spread awareness.
28. Appendix - Survey Results
Which Mobile apps would
Internet use for Features you look for on internet sites you be interested in
Movies for movies
10% Movie reviews
Movie streaming 8%
32% Yes 16%
Movie updates
37% 46% Actors'
68%
No 24% Gossip columns 19% tweets/facebook
Updates
Wallpaper downloads
19% Photos/clips/trailers 17%
What are the features 4% Songs
How much are you willing to pay
You will be willing to pay for Use of iTunes/Paid Apps on Mobile for Apps on a monthly basis
Movie Streaming
4%
< Rs. 30
Downloading songs
25% 9% Rs. 30-50
23% 28% Behind the scenes Yes 15% 44% Rs. 50-100
videos/Minisodes/Extras
Bollywood themed games Rs. 100-250
15% No 9%
17% 75% Rs. 250-500
Accessories/Dresses from the
13% movies 19% > Rs. 500
4% None
