Muvimeter.com                   Team Madras Talkies    Karthik Balachander | karthik11@micamail.in | +919687688081  Sandhy...
Market Size - India                                                        66 Million                                    1...
NEED GAPS RECOGNIZED    Our survey among respondents in the age group of 17 and 30 years shows the existence of    the fol...
PROPOSITION    Muvimeter.com aspires to be India’s leading, go to movie review  aggregator and rating service by giving us...
Movie Review Aggregation                                 Pan Indian CinemaAggregates all critics/user                     ...
Strengths:                 Weaknesses: 1. Untapped Indian movie    1. Growth depends on co-review aggregation market     o...
Primary ResearchInsights obtained from a questionnaire filled by 80respondents of the age 20 – 28 years:1.   50% of the re...
Key competitor:                                                                        Potential Entrants:           Desim...
Comparative value to User                                   Standalone        Muvimeter.com                               ...
User                   Gather user                   User                   User Acquisition                              ...
Launch                                 Growth                                Maturity                     Word of Mouth & ...
SegmentationAll Indian movie goers, interested in movies, who are also tech savvyTargetingYoung Adults | SEC A1, A2, B1 | ...
Marketing Activities:Digital:70% of our investment will be on the digital medium since our product is a digital one.• Trea...
User Base Growth - Projections*An estimate based on the trends experienced by Indian Review sites such as Zomato          ...
Revenue Growth - Projections*An estimate based on the trends experienced by Indian Review sites such as Zomato            ...
Revenue Growth - ProjectionsCash Flow and Break Even AnalysisOperational Expenses/ Month at the End of Two Years in INR as...
Ad Growth – Projections (Optimistic scenario)                                                                             ...
Ad Growth – Projections (Realistic scenario)                                                                              ...
Ad Growth – Projections (Pessimistic scenario)                       Month                                                ...
Corporate Associations & Syndication Revenue - Projections    •    Leads generated to partners of Movie rentals, music sel...
Muvimeter.com  Provides huge                                   Provides huge                           Provides huge      ...
Top Movies for the WeekTop Reviewers(for each Language):Weighted Avg of No. ofFollowers and ReviewsFor the UserFeatured Re...
Movie Page (Top)Rating Meter onAlgorithm that takes weightedaverages of Critic and UserRatings Link to AffiliatesMovie Inf...
Movie Page (Bottom)Critic ReviewSnapshots                      Site preview
Mobile App                       GPS based Location Service that                        recommends best movies at         ...
Thankyou
Upcoming SlideShare
Loading in …5
×

MICA - Madras Talkies

447 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
447
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
9
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

MICA - Madras Talkies

  1. 1. Muvimeter.com Team Madras Talkies Karthik Balachander | karthik11@micamail.in | +919687688081 Sandhya Venkat | sandhyavenkat11@micamail.in | +919909728086 Siddharth Sriram | siddharthsriram11@micamail.in | +919909964748 MICA
  2. 2. Market Size - India 66 Million 17 to 30 age range forms approximately 55% of 121 Million online population Top Down Estimation 29.7 Million 45% of the TG population actively interested in movie related entertainment Source – ComScore 2012 Report 14.3 Million Assumption based on Icube 2011 51% of TG resides in Urban and Tier 1 cities estimates ADDRESSABLE 11 Million Addressable Market Opportunity Size ONLINE POPULATION 8.5 Million No. of Indian Fb Users who are 17 – 30 Year Olds in Urban Direct Estimation and Tier I cities with interest in Movies Source – Facebook Advertising $388 Million Total Addressable Market Opportunity with 16% CAGR 4 Introduction
  3. 3. NEED GAPS RECOGNIZED Our survey among respondents in the age group of 17 and 30 years shows the existence of the following unmet movie related needs in the Indian online space:1 No site except Desimartini.com serves to aggregating all critics/user movie reviews in one place.2 IMRB is the only site whose movie rating is trusted by Indian reviewers. However, both desimartini and IMRBare Bollywood centric and do not cater to popular regional cinema in Tamil, Telegu and Malayalam.3 No knowledge of a dedicated Movie Discussion Forum for Indian movie lovers.4 Most Indian movie related sites have a cluttered interface with a simple yet effective UI design Introduction
  4. 4. PROPOSITION Muvimeter.com aspires to be India’s leading, go to movie review aggregator and rating service by giving users access to reviews from a variety of popular critics and users in a simple UI design. Users can maintain a personal profile where they can : - View Different Critics’ and User reviews including those from their friends on FB, Twitter. - Actively rate and review movies - Interact with like minded movie lovers through discussion forums - Get movie recommendations based on their personal preferences (or wishlists) - Select among our affiliates to book tickets (bookmyshow.), purchase movies online (on bigflix.com) and movie related merchandise (seventymm.com) Business idea
  5. 5. Movie Review Aggregation Pan Indian CinemaAggregates all critics/user Is not just Bollywood centricmovie reviews in a simple UI but also caters to other largedesign regional cinema in Tamil, UUnique Telugu and Malayalam. Selling Point of Muvimeter.com Own Review AlgorithmA robust Indian movie review Dedicated Discussion forumalgorithm that rates on a scale Also provides a movieof 0 to 100 based on the Discussion forum for activeweighted average of Indian movie lovers.critics and users. Business idea
  6. 6. Strengths: Weaknesses: 1. Untapped Indian movie 1. Growth depends on co-review aggregation market operation from external 2. High demand among partners such as critics and Indian movie lovers media syndicate sites according to primary 2. User growth needs to be research swift Opportunities: 1. Expansion into other Threats: review aggregation sites 1. Competition from such as Music reviews, possible platform based Book and TV show review portals such as FB reviews. based review apps. 2. Alternate revenue 2. Entry of global sites into streams: Strategic the Indian market such as partnerships for movie Rotten tomatoes. related events. SWOT Analysis
  7. 7. Primary ResearchInsights obtained from a questionnaire filled by 80respondents of the age 20 – 28 years:1. 50% of the respondents watched movies few times a month, with 70% of the respondents saying that they watched it in the theatres when it was immediately released. However, 87% of the respondents preferred watching movies on their computer.2. Respondents generally used IMDB and wikipedia in Various movie review websites respondents are aware of order to find out about movie reviews.3. IMDB, bookmyshow.com and Rottentomatoes.com had the highest awareness among the respondents.4. 70% of the respondents said that they wanted a website where all the movie reviews by critics and users would be aggregated. New movie promotions and discussion forums were preferred by 50%.5. On mobiles, 44% of the respondents preferred standalone apps of the website.6. Most of the respondents liked zomato and Features preferred in a movie website rottentomatoes for their simple and effective UI. Consumer Insights
  8. 8. Key competitor: Potential Entrants: Desimartini.com 1. Platform based Review Portals – suchFeatures: as facebook based review Apps1. India’s only movie aggregator site 2. Entry of global websites such as2. Not enough syndicated critic reviews Rotten tomatoes or Metacritic3. Bollywood centric and ignores Competitors regional cinema of muvimeter4. UI is complicated and not user friendly and ways to5. Absence of an organized and tackle them dedicated discussion forum for movie lovers. Muvimeter’s competitive Muvimeter’s defensibility: advantages: 1. High service switching costs since users1. Personalized user-specific services would get used to critic reviews and/or2. Active movie discussion and review friend recommendations on the website forum 2. Integration partnerships with other3. Easy and intuitive UI movie streaming, ticketing and merchandise sites. Competitor Analysis
  9. 9. Comparative value to User Standalone Muvimeter.com Desimartini.com Social Networks Review Sites Aggregates critic reviews Saves time for Intuitive interfaces; And reviews from friends Aggregates Reviews people looking for Well, Low on social simplified features, on Facebook, Twitter, only single Preferable for users preferring More robust aggregate Integration and rating recommendations algorithms Reviews only from friends rating meter Cluttered UI, Needs to visit many No Movie Data is subjective to the type Maintaining a profile on a different sites to Recommendation & no. of friends actively site exclusively for build consensus Engine and interested in movie watching movies over a movie Discussion Forum and reviewing Saves time and effort, Also Beneficial if user International Trustworthy but becomes gives opportunity for user to loyally follows presence, strong difficult to search reviews be part of a movie fan/critic only a single critic advertising network, about specific movies. Also community a lot of existing sample size might be too low. usersMuvimeter offers the most compelling and easy access movie reviews, recommendations and participate in movie related discussions. Business Model Competitor Analysis
  10. 10. User Gather user User User Acquisition Purchase information participation (from Affiliates)From Includes Through Purchase options• Social media • Demographics • User reviews • Streaming sites • Discussion forums• Email • Movie • Movie tickets • UG content(memes,• Viral marketing preferences articles etc) • Movie• Syndicate • Language • Competitions merchandise media partners • Loans Muvimeter makes money when users obtain value through access to reviews, participation in forums and purchases from our partner sites. (Affiliates) Revenue SourceLarge expected High quality Advertising Targeted ads user base user data Revenue Business Model
  11. 11. Launch Growth Maturity Word of Mouth & viral, Blogosphere referral badges, sharable website tagsDirect email: Distribution partners: Community building:• Targeted opt-in email lists • Affiliate networks • Consolidate UG content• College lists • Mutual linking sites • Reward active reviewers• Symposium and events • Have competive initiatives that encourage user participation(like ESPN’s superselector)SEO: PR: Syndicate and affiliate• Organized search • Buzz marketing partnerships:• Optimized page markup • Muvimeter video reviews on • Encourage media partners to cite youtube Muvimeter’s movie ratings for • Target twitter influencers review of new releasesSocial media: Social media:• Tight integration with facebook for • Promoting user generated reviewers content• Encourage users to review and • Targeting Influential movie invite friends through incentives bloggers with muvimeter badges eg. badge points User Acquisition strategy
  12. 12. SegmentationAll Indian movie goers, interested in movies, who are also tech savvyTargetingYoung Adults | SEC A1, A2, B1 | Age group 18-32 | Metros and Tier 1 cities | Tech savvy users | Preferably users withInternet enabled phones | VALS: Experiencers(self-motivated, high on energy individuals)PositioningA multi-lingual movie review aggregation site with user generated content.Marketing PlanWill be 2-pronged consisting of the following stages:1. Marketing before the launch of the website2. Advertising and Promotion when the website is up and running Marketing plan
  13. 13. Marketing Activities:Digital:70% of our investment will be on the digital medium since our product is a digital one.• Treasure Hunt contests: Have contests when the website is launched. The user should search for clues on the website, on the facebook page and other digital properties of muvimeter.com. Along the way while unearthing clues, they will be given goodies. Once they get all the clues right, they will win free tickets to the new movie releasing.• Reel to Real Movie Experience: Make the user’s movie experience more enjoyable by providing them with goodies while they watch the movie. Users can log on to the website/app during the interval of the movie and should answer questions about the movie. If they get it right, they can claim an offer for free snacks available inside the theatre then itself, or can claim it the next time they visit the theatre.• Twitter hashtags: Make the movie and the website trend. If the user types out his/her rating and gives it a hashtag #mymuvimeter, it will trend. Incentive: if the rating is as accurate as the average of the critics, the tweeter gets a coupon.Traditional:ATL:• Print ads which are quirky, fun and appeal to the Target audience.• Radio slots: Have the RJs talk about the website on Friday and ask them to visit the site over the weekend in order to read about all the movie reviews.BTL:• Standees in malls• Having tie-ups with various cinema halls and have live shows where people are asked to answer trivia about the movie and win prizes. Marketing plan
  14. 14. User Base Growth - Projections*An estimate based on the trends experienced by Indian Review sites such as Zomato Financials
  15. 15. Revenue Growth - Projections*An estimate based on the trends experienced by Indian Review sites such as Zomato Financials
  16. 16. Revenue Growth - ProjectionsCash Flow and Break Even AnalysisOperational Expenses/ Month at the End of Two Years in INR as per Organizational StructureTotal Payroll 690000 Key Assumptions in Revenue Calculations inExecutives(3) 300000 following slides:Operations Team (5) 120000 • CPM rates for ads are based on current trendsTech Team (4) 120000 for similar newly launched websites in otherAd Sales & Support(5) 150000 domains • Increase in CPM accounts for Leads Generated and income from Own Ad Serving instead ofCommission Google Ad Networkto Popular Critics 50000Marketing &Acquisition Costs 50000Miscellaneous 30000Total Expenses 820000 Financials
  17. 17. Ad Growth – Projections (Optimistic scenario) End of Year End of End of End of Timeline Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 1 Year 2 Year 3 Year 4 Website Visitors 3000 4500 5500 8000 11000 12500 15000 75000 700000 3500000AvgPageviews/Visito 2 2 2 2 2.5 2.5 3r 3 3 3 6000 9000 11000 16000 27500 31250 45000 225000 2100000 10500000Total PageviewsAds/Page 2 2 2 2 2 2 2 2 2 2Ad Impressions 12000 18000 22000 32000 55000 62500 90000 450000 4200000 21000000ServedCPM (per 1000 25 25 25 25 25 25 35impressions) 50 75 80Ad 300 450 550 800 1375 1562.5 3150 22500 315000 1680000Revenue/monthin Rs. • Monthly Operational Expenses = Rs. 8.2 Lakh • In above scenario, breakeven is achieved in mid-year 3 (assuming only advertising revenue and complete organizational structure is operational in initial launch days which is unlikely, but countered by higher marketing expenditure) Financials
  18. 18. Ad Growth – Projections (Realistic scenario) End of Year End of End of End of Timeline Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 1 Year 2 Year 3 Year 4Website Visitors 2500 4000 5000 6500 9000 11000 13000 45000 400000 2000000Avg 2 2 2 2 2.5 2.5 3Pageviews/Visitor 3 3 3 5000 8000 10000 13000 22500 27500 39000 135000 1200000 6000000Total PageviewsAds/Page 2 2 2 2 2 2 2 2 2 2Ad Impressions 10000 16000 20000 26000 45000 55000 78000 270000 2400000 12000000Served 25 25 25 25 25 25 35 50 75 80CPM (per 1000impressions)AdRevenue/Month 250 400 500 650 1125 1375 2730 13500 180000 960000in Rs. • Monthly Operational Expenses = Rs. 9.2 Lakh • In above scenario, breakeven is achieved in mid-year 3 (assuming only advertising revenue and complete organizational structure is operational in initial launch days which is unlikely, but countered by higher marketing expenditure) Financials
  19. 19. Ad Growth – Projections (Pessimistic scenario) Month End of Year End of End of Year End of Timeline 1 Month 2 Month 3 Month 4 Month 5 Month 6 1 Year 2 3 Year 4 Website Visitors 2000 3000 4000 5500 7000 9000 11500 35000 200000 800000 Avg Pageviews/Visito 2.5 2.5 2.5 2.5 2.5 2.5 3 3 r 3 3 5000 7500 10000 13750 17500 22500 34500 105000 600000 2400000 Total Pageviews Ads/Page 2 2 2 2 2 2 2 2 2 2 Ad Impressions 10000 15000 20000 27500 35000 45000 69000 210000 1200000 4800000 Served 25 25 25 25 25 25 35 50 75 80 CPM (per 1000 impressions) Ad Revenue/Month 250 375 500 687.5 875 1125 2415 10500 90000 384000 in Rs.• Monthly Operational Expenses = Rs. 9.2 Lakh• In above scenario, breakeven is achieved in mid-year 3 (assuming only advertising revenue and complete organizational structure is operational in initial launch days which is unlikely, but countered by higher marketing expenditure) Financials
  20. 20. Corporate Associations & Syndication Revenue - Projections • Leads generated to partners of Movie rentals, music sellers, movie merchandizers etc. fetches revenue • Content in form of Critic Reviews and MuviMeter Rating itself can be syndicated for royalties Timeline End of Year 1 End of Year 2 End of Year 3 End of Year 4 User Base 13000 45000 400000 2000000 Average Lead Revenue per user 0.1 0.5 1.5 2 Corporate partnership Revenue 1300 22500 600000 4000000 Syndication 10000 75000 300000 500000 revenue Total non- 11300 97500 900000 4500000 advertising revenue• Assuming User Base from Realistic scenario discussed previously• Average Lead Revenue per User is an assumption based on trends of digital spending and projection based on growth of online entertainment media purchases in India through portals like Flyte, BigFlix etc. Financials
  21. 21. Muvimeter.com Provides huge Provides huge Provides huge Expand their user base who user base who user base who current portfolio of readily consume readily consume and discuss could be lured to web properties to make digital and discussmovies along with movies along with movie review spacetheir demographic music purchases their demographic and lingusitic and linguisitic preferences preferences Consolidation of Increased Increased Increased web properties in customer lock-in customer lock-in customer lock-in the domainand lesser need to and lesser need to and lesser need to advertise advertise advertise Promote their TVSeamless integration Seamless integration Could go along with shows through TV with BigFlix site with Flyte Portal their India Launch review offshoots Exit strategy
  22. 22. Top Movies for the WeekTop Reviewers(for each Language):Weighted Avg of No. ofFollowers and ReviewsFor the UserFeatured Reviewers(Based on Recency) Site preview
  23. 23. Movie Page (Top)Rating Meter onAlgorithm that takes weightedaverages of Critic and UserRatings Link to AffiliatesMovie Information –Cast, Crew,Storylineetc Site preview
  24. 24. Movie Page (Bottom)Critic ReviewSnapshots Site preview
  25. 25. Mobile App GPS based Location Service that recommends best movies at theaters nearby *Snapshot taken From the Flixter Mobile App Updates and Movie Content for Upcoming Releases in form of trailers, wallpapers, song videos etc DVDs and Movie Streaming from Affiliate Websites such as Bigflix.com and SeventyMm.com Site preview
  26. 26. Thankyou

×