made under guidance from prof sameer mathur

1. The Internetof hyperlocal

5. • Internet has disrupted hyper local space
in every way possible. Hence, our needs
in immediate surroundings are not
effectively fulfilled because they are
being routed through the internet which
is essentially a huge pond acting as a
diluting solution
1. Offline retailer are not satisfied with
FB, twitter, Instagram as marketing
channels; ROI is dismal
2. Mobility solutions not yet digitalized for
hyper-local needs;
3. Geo-tagging of the news not yet done
in a plausible format

7. • The brick and mortar market
retailing industry clocked Rs 70000
Cr in revenues in 2015. On an
average, an offline retailer in India
spends 10% of his revenue on
marketing. Considering 17%
population using smartphones, we
arrived at a market size of around Rs
1200 Cr; 70000Cr*0.1*0.17= Rs
1200 Cr

9. Allows communication across all
users in a 1 mile radius
Allows booking and payment in
hyper local transport; e-rickshaws,
autos, cycle rickshaws
Allows transactions between offline
retailers and potential customers
News that is happening around you

11. • Delhi Police is already working on a
similar concept for their patrol
officers
• Offline retailers already prefer hyper-
local channels over internet;
Examples: Billboards, Local
newspapers
• Campus intranets

13. • Unique: No one has yet come out
with a one-stop shop for hyper local
• Good unit economics: All the content
is user generated or from already
existing resources
• Effective: Information reaches every
potential customer with the app
installed
• Non-intrusive: Separated timelines
for business and otherwise and zero
push notifications
• Immediate: Chronological timeline

15. • Commission on deals sold on the
platform
• One time fee for listing
• Commission from mobility partners
• Users are also enabled to
occasionally make a ‘shout’ that goes
beyond the 1 mile radius, at a cost
depending upon the radius chosen

17. • MVP Launched on Oct 2 to achieve a
product-market fit
• 160 downloads until Oct 13
• App-install campaign in Delhi University
started on November 29
• Rickshaw wallahs provided with
branded hoodies with QR code for
download

19. • Saturate and move on
• We are targeting Delhi University,
North campus initially for the ease,
convenience, previous experience
and the population density
• We plan to move to other highly
dense areas once we have a product-
market fit in this area

21. • Little, Nearbuy: Incentivizing on
the basis of commissions and
discounts, not merchant friendly
• Herenow, Hash: Barriers to entry
are high, more features, complex
Uis
• Lookup: Not sufficiently
hyperlocal, lists all the

23. • More than the direct competition, 1 Mile
is trying to keep up with the bigger
players entering the hyper local space
• Twitter, Facebook, LinkedIn already
have a large user base and just have to
toggle the hyperlocal ‘switch’ in order
to enter this market
• Once they do, a lot of competition will
be straight out wiped out of the market
because they are, simply put, their
hyper-local versions
• Twitter (hyperlocal) is in R&D stage,

25. • In order to be relevant, 1 Mile requires
a user base of at least 20 posts/hour in
every square mile it is being used
which is a hefty target that is the
reason for the marketing strategy that
we adopted
• Privacy: 1 Mile asks for precise
location. Some people may be wary of
providing that. It is to note here that
we tag ‘shouts’ with location and not
the user

27. 1 Mile is a social network that mimics
our real life social interactions. This is
one of those products where the
content is user generated and hence
the progress(as well as overheads) is
slow initially when compared to other
businesses. But once it hits the
threshold, there is no limit to the
speed of growth. Everyone who
touches this will be proud of doing it
because we are building a good
product that actually does what it
promises to do, that is connecting