Directi is analyzing the market opportunity for a new social networking application called CatchUp focused on location-based check-ins and activities. CatchUp would allow users to check-in at locations, share updates and media, participate in games and challenges, and earn rewards. The product design incorporates features like profile pages, live sharing, alerts, itinerary planning, chatting and gaming to meet the needs of mobile users and incentivize use of the application. Business partnerships are also envisioned to provide offers and promotions to monetize the platform.
Credentials dari Bounty Favor ini berisikan pengetahuan umum tentang digital marketing (pemasaran digital). berisikan lansekap digital di Indonesia serta peluang-peluang yang dapat dimanfaatkan untuk memasarkan brand / merek Anda.
BountyFavor - Integrated Digital Marketing Services
Aninditya Damayanti
081212398800
Instagram is the world’s largest photo-sharing app, with more than 1 billion users every month. From hitting first 1 million users in less than 3 months from launch, to being acquired by Facebook, Instagram’s growth story offers many learnings on how to build a business and scale it to success.
Credentials dari Bounty Favor ini berisikan pengetahuan umum tentang digital marketing (pemasaran digital). berisikan lansekap digital di Indonesia serta peluang-peluang yang dapat dimanfaatkan untuk memasarkan brand / merek Anda.
BountyFavor - Integrated Digital Marketing Services
Aninditya Damayanti
081212398800
Instagram is the world’s largest photo-sharing app, with more than 1 billion users every month. From hitting first 1 million users in less than 3 months from launch, to being acquired by Facebook, Instagram’s growth story offers many learnings on how to build a business and scale it to success.
In our digital world, customer experiences are delivered primarily through the mobile. There are several compelling reasons why businesses should utilize this opportunity to build their brand.
Mobile technology adoption continues to grow, and recent consumer trends include rise in wearable tech and VR / AR, as well as growing use of chatting apps, mobile commerce, and consumption of mobile video content. Marketers are responding to these trends with location based marketing, video content and ramification, among other tactics, in order to offer a more relevant and instant shopping experience.
Consumers are becoming increasingly dependent on mobile technology. Consumers not only own more mobile devices, but they also use them more often for an increasing number of tasks.
Marketers are searching for ways to grasp opportunities stemming from the extraordinary mobile penetration and usage patterns. Mobile devices provide easier ways for marketers to provide added-values to the consumer and shopper, making their lives easier.
The following presentation discusses several trends and enablers, mainly:Emerging Devices & Technologies, Consumer added values from mobile,Mobile Marketing Best Practices such as apps, gaming, content, commerce etc.
A Practical Guide for Integrating Mobile into your B2B Business Strategy & Marketing Mix. Presented by Will Keible, Manager of Digital Sales and Marketing for WCNC.com, the digital arm of Charlotte’s NBC affiliate, WCNC-TV.
Why "mobile first" isn't enough - Developing a better user experienceKevin Powell
"Mobile first," is a concept that serves us well as a design tool, putting constraints on our messaging, layout, etc. But to use "mobile first" as a complete mobile strategy can lead to some dangerous lines of thought.
There's a bigger picture that needs to be seen, and it's what we've always done when developing experiences for the web. We need to put the "Experience First." Then we can think about "mobile", "desktop", "lean-back", and whatever other technologies are released in the next several years. It's not about devices, it's about users and experiences.
Presentation first given at BarCamp Nashville in October of 2011.
Amazon might be the number 1 distributor of the last decade, re-inventing industries through Ecommerce, through a strategic focus on the customer. This report examines some of the tactics used by Amazon across industries.
A compilation of statistics on connectivity, social media and online marketing in India and the world. Check interesting B2B case studies and find out where India is headed to!
Achievements of Government in e-CommerceMuskanGarg66
this presentation will let you know about certain traits of ecommerce and some of the apps which are being launched by the government as their achievements in the digital sector. The apps which are included in this ppt are:- UDAAN,UMANG, India Portal, Internet Sathi, BHIM App, Startup India.
K Cube Ventures is the leading early stage venture capital firm in South Korea. Learn more about our portfolio companies and what we do by viewing our 2014 Media Kit.
Website: http://kcubeventures.co.kr/en/
Research findings about the rising use of smartphones and how the Google patent shares what can be done to boost your search engine optimization. Mobile SEO is a definite search trend to be aware of for 2011 and beyond.
In our digital world, customer experiences are delivered primarily through the mobile. There are several compelling reasons why businesses should utilize this opportunity to build their brand.
Mobile technology adoption continues to grow, and recent consumer trends include rise in wearable tech and VR / AR, as well as growing use of chatting apps, mobile commerce, and consumption of mobile video content. Marketers are responding to these trends with location based marketing, video content and ramification, among other tactics, in order to offer a more relevant and instant shopping experience.
Consumers are becoming increasingly dependent on mobile technology. Consumers not only own more mobile devices, but they also use them more often for an increasing number of tasks.
Marketers are searching for ways to grasp opportunities stemming from the extraordinary mobile penetration and usage patterns. Mobile devices provide easier ways for marketers to provide added-values to the consumer and shopper, making their lives easier.
The following presentation discusses several trends and enablers, mainly:Emerging Devices & Technologies, Consumer added values from mobile,Mobile Marketing Best Practices such as apps, gaming, content, commerce etc.
A Practical Guide for Integrating Mobile into your B2B Business Strategy & Marketing Mix. Presented by Will Keible, Manager of Digital Sales and Marketing for WCNC.com, the digital arm of Charlotte’s NBC affiliate, WCNC-TV.
Why "mobile first" isn't enough - Developing a better user experienceKevin Powell
"Mobile first," is a concept that serves us well as a design tool, putting constraints on our messaging, layout, etc. But to use "mobile first" as a complete mobile strategy can lead to some dangerous lines of thought.
There's a bigger picture that needs to be seen, and it's what we've always done when developing experiences for the web. We need to put the "Experience First." Then we can think about "mobile", "desktop", "lean-back", and whatever other technologies are released in the next several years. It's not about devices, it's about users and experiences.
Presentation first given at BarCamp Nashville in October of 2011.
Amazon might be the number 1 distributor of the last decade, re-inventing industries through Ecommerce, through a strategic focus on the customer. This report examines some of the tactics used by Amazon across industries.
A compilation of statistics on connectivity, social media and online marketing in India and the world. Check interesting B2B case studies and find out where India is headed to!
Achievements of Government in e-CommerceMuskanGarg66
this presentation will let you know about certain traits of ecommerce and some of the apps which are being launched by the government as their achievements in the digital sector. The apps which are included in this ppt are:- UDAAN,UMANG, India Portal, Internet Sathi, BHIM App, Startup India.
K Cube Ventures is the leading early stage venture capital firm in South Korea. Learn more about our portfolio companies and what we do by viewing our 2014 Media Kit.
Website: http://kcubeventures.co.kr/en/
Research findings about the rising use of smartphones and how the Google patent shares what can be done to boost your search engine optimization. Mobile SEO is a definite search trend to be aware of for 2011 and beyond.
The Xeros Washing Machine is a new kind of clothes washing technology that cleans laundry using primary nylon polymer beads and very little water.
The machine releases nylon polymer beads into a main compartment where laundry is washed. These beads are small and super absorbent which allows them to go through clothing to absorb dirt and stains.
Case studies are used as a tool to facilitate learning on the part of the participants by the trainer in the session. Case studies portray real life situations involving decision making by participants on either a set of questions or through an open-ended discussion in the classroom.
Full strategic case analysis for Apple incorporation including industry , competitor's and firm's self analysis. It covers all the strategic issues facing the industry and Apple inc. as well as the recommended solutions for these issues on business and corporate levels.
The study shows the development on the Apple Inc. mission& vision and the strategic objectives over time.
Intro to Digital Marketing - ClickZ Live Hong Kong 2014MWI Hong Kong
Slides from Joshua Steimle's presentation at ClickZ Live Hong Kong on digital marketing fundamentals. A high level view of SEO, social media, and online PR. Includes case studies and actionable tips based on Steimle's experience as a writer for Forbes and other publications.
ANTS | Indonesia Digital Landscape - TechInAsia 2015
Bước tranh người dùng và tổng quan các chỉ số thị trường Online Digital Indonesia.
Thị trường quảng cáo trực tuyến Indonesia 2015
Thị trường Thương mại điện tử Indonesia 2015
Thị trường Mobile người dùng internet Indonesia 2015
Thị trường Nội dung số Indonesia 2015
Mức độ tăng trưởng của nền kinh tế Số tại Indonesia 2015
GigaOM Research presentation on European app ecosystem. EC-funded project to understand the opportunities and challenges facing European apps developers. Mobile apps. Social apps. Smart TV.
Shape the Future App Economy of Europe Workshop / Brussels, Belgium / 14th June 2013
David Card is Vice President for Research at GigaOM Research. His expertise is as an industry analyst (and manager) covering the intersection of media, technology, and consumer behavior. His specialities include customer segmentation, competitive analysis, go-to-market strategies, market forecasting. Previously, David has held lead roles in Jupiter Research, International Data Corporation and Electronic Business magazine.
As Presented at Internet Retailer by:
Thomas Nawara, Vice President of Digital Strategy & Design, North Central Region, Acquity Group
Julie Ask, Vice President & Principal Analyst, Forrester Research Inc.
Christopher Barcelona, Associate Director Emerging Media, Resource Interactive
Creating and selling mobile apps is almost an industry unto itself today. There are thousands that consumers are willing to pay a dollar or two to get on their phones, and many others that they'll happily add to their phones for free. This session will take a quick look at the universe of apps that apply to selling merchandise, tickets or travel accommodations and project their development over the next few years. Then it will dive deep into examples of mobile apps that are available now. Our expert—and opinionated—speakers will demonstrate apps and explain why each one hits or misses. The app industry is young enough that standards are yet to develop, so be prepared for lively debate among our presenters as they share opinions about what they like and don't like.
The Mobile Shift: How Mobile is Changing Consumer BehaviorJames Burnes
The world is rapidly changing as mobile devices are quickly becoming the new norm for communications and information gathering. The introduction of the Apple iPhone shifted the use and expectation of smart phone devices from businessmen to housewives. “The Mobile Shift” seminar will teach you and your colleagues how consumer behavior is changing and how your business can capitalize on this emerging, dominant technology to grow your business.
June 3, 2024 Anti-Semitism Letter Sent to MIT President Kornbluth and MIT Cor...Levi Shapiro
Letter from the Congress of the United States regarding Anti-Semitism sent June 3rd to MIT President Sally Kornbluth, MIT Corp Chair, Mark Gorenberg
Dear Dr. Kornbluth and Mr. Gorenberg,
The US House of Representatives is deeply concerned by ongoing and pervasive acts of antisemitic
harassment and intimidation at the Massachusetts Institute of Technology (MIT). Failing to act decisively to ensure a safe learning environment for all students would be a grave dereliction of your responsibilities as President of MIT and Chair of the MIT Corporation.
This Congress will not stand idly by and allow an environment hostile to Jewish students to persist. The House believes that your institution is in violation of Title VI of the Civil Rights Act, and the inability or
unwillingness to rectify this violation through action requires accountability.
Postsecondary education is a unique opportunity for students to learn and have their ideas and beliefs challenged. However, universities receiving hundreds of millions of federal funds annually have denied
students that opportunity and have been hijacked to become venues for the promotion of terrorism, antisemitic harassment and intimidation, unlawful encampments, and in some cases, assaults and riots.
The House of Representatives will not countenance the use of federal funds to indoctrinate students into hateful, antisemitic, anti-American supporters of terrorism. Investigations into campus antisemitism by the Committee on Education and the Workforce and the Committee on Ways and Means have been expanded into a Congress-wide probe across all relevant jurisdictions to address this national crisis. The undersigned Committees will conduct oversight into the use of federal funds at MIT and its learning environment under authorities granted to each Committee.
• The Committee on Education and the Workforce has been investigating your institution since December 7, 2023. The Committee has broad jurisdiction over postsecondary education, including its compliance with Title VI of the Civil Rights Act, campus safety concerns over disruptions to the learning environment, and the awarding of federal student aid under the Higher Education Act.
• The Committee on Oversight and Accountability is investigating the sources of funding and other support flowing to groups espousing pro-Hamas propaganda and engaged in antisemitic harassment and intimidation of students. The Committee on Oversight and Accountability is the principal oversight committee of the US House of Representatives and has broad authority to investigate “any matter” at “any time” under House Rule X.
• The Committee on Ways and Means has been investigating several universities since November 15, 2023, when the Committee held a hearing entitled From Ivory Towers to Dark Corners: Investigating the Nexus Between Antisemitism, Tax-Exempt Universities, and Terror Financing. The Committee followed the hearing with letters to those institutions on January 10, 202
Francesca Gottschalk - How can education support child empowerment.pptxEduSkills OECD
Francesca Gottschalk from the OECD’s Centre for Educational Research and Innovation presents at the Ask an Expert Webinar: How can education support child empowerment?
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
Biological screening of herbal drugs: Introduction and Need for
Phyto-Pharmacological Screening, New Strategies for evaluating
Natural Products, In vitro evaluation techniques for Antioxidants, Antimicrobial and Anticancer drugs. In vivo evaluation techniques
for Anti-inflammatory, Antiulcer, Anticancer, Wound healing, Antidiabetic, Hepatoprotective, Cardio protective, Diuretics and
Antifertility, Toxicity studies as per OECD guidelines
A workshop hosted by the South African Journal of Science aimed at postgraduate students and early career researchers with little or no experience in writing and publishing journal articles.
Introduction to AI for Nonprofits with Tapp NetworkTechSoup
Dive into the world of AI! Experts Jon Hill and Tareq Monaur will guide you through AI's role in enhancing nonprofit websites and basic marketing strategies, making it easy to understand and apply.
A review of the growth of the Israel Genealogy Research Association Database Collection for the last 12 months. Our collection is now passed the 3 million mark and still growing. See which archives have contributed the most. See the different types of records we have, and which years have had records added. You can also see what we have for the future.
4. Internet Users
Indian Ranked 4th globally; 81 mn accessing internet
51 mn active Internet users, inclusive of Mobile Internet Users
India – The Internet Story
Online Behaviour
97% are regular users and 79% use daily
Average no. of activities undertaken per person: 17
Time spent per week: 1 - 5 hours : 39%, 5 -10 hours : 18%
Websites visited per week: 1- 10 : 58%, 10 - 20 : 28%
42% of the internet traffic between 4 pm to 10 pm
Sources: India Online Landscape 2009 Juxt Consult, LivemInt Research, BCG: The Internet’s New Billion
A typical Indian Internet User
A student/ salaried person in 19-35 years age group living in
an Indian Metro/ city accessing the internet for around 5
hours a day for a variety of reasons
Projected: 237 mn by 2015
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
79%
21%
38%
44%
78%
30%
30%
36%
66%
49%
9%
7%
Male
Female
19-24
25-35
Urban
Metro
Student
Salaried
Workplace
Home
Mumbai
Delhi
5. Mobile Internet Users
525 million mobile subscribers
127 mn capable of accessing internet
12 mn mobile internet users
Only 2 mn active mobile internet users
Projected Smartphone growth rate for next 5 years is 39%, Mobile Internet
users growing at 6% per month
In metros, about 57% of Indian youth access Internet using their mobile phones
70% of the total number of mobile Internet users in India are youth.
Mobile Internet Usage
Online Behaviour
2 out of 3 access ‘daily’ and 1 in 3 uses it for more than an hour daily
‘Poor speed’ & ‘affordability’ are the biggest perceptual barriers in higher
adoption of mobile internet usage
Soon after Aircel introduced pocket Internet card in May 2009, Google
saw a “50X increase in Internet usage on Google Mobile by Aircel
customers”
Projected : 182 mn in 2015
Mobile: The Future of
Internet?
With low prices of handsets
& 3G in picture, the mobile
internet is likely to
experience an exponential
growth curve in India given
that the question of
affordability is addressed.
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
Sources: India Online Landscape 2009 Juxt Consult, BCG: The Internet’s New Billion, Business Standard Feb 2010
6. User Profile for Social Networking
Social Networking - India
Young, predominately male, school &
college going
Tech savvy, forms the early majority
for adoption of social networks
9.7% of the social networking traffic
from Delhi, 6.4% from Mumbai
Top 5 sites namely facebook, orkut,
LinkedIn, YouTube, Wikipedia ensure
captive audience & repeat users
Social network users driven by an
urge to build & maintain
relationships
Sources: Livemint Research
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
Other Insights
7. 3.34 million
19.87 million
20.87 million
Shifting Dynamics & Huge Growth!
Social Networking - India
Sources: July 2010, comScore
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
More than 33 million internet users in India visited social
networking sites, 84% of the total internet audience!
India now ranks as the seventh largest market worldwide
for social networking!
54.5% of the users visit their social networking sites everyday,
once at least
With 3.4 mn users, India is the fastest growing for LinkedIn
9. Some insights from users’ interviews!
Why do you use a social network!
Stay in touch, just
for fun, play
games like
farmville, try out
new stuff!
Updated on latest
news, real time,
follow companies &
news channels
Share photos,
videos, time pass,
express myself,
check various apps.
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
11. User Profiling
Need Based Profiling
Defining Attributes of the
network user
Value added to network
Information
Seekers
More concerned with informative content
like maps, places, events, updates from
friends
Scope for monetization & selling a
few ‘premier services’
Fun-on-the-
goers
Loves to play games, check applications,
share photos and keep himself busy on
mobile throughout transit
Heavy users, will bring traffic to the
site, will consume new content
Reward Seekers
Views the network as an ‘online game’ to
collect reward points and redeem later for
freebies! Mainly gamers.
Need investment to retain them,
develop value for network
Social Media
Fanatic
Is virtually on every other social network
available on the web! Registers & tries out
new sites. Downloads Beta versions!
Will act as opinion builders as they
are likely to be the innovators/ early
adopters
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
12. Competitor Profiling
Name Started
Alexa
Rank Offers Available in
Facebook Places 2010 2 Friend tagging, advertise your biz US, Canada, Aus
Foursquare 2009 555
a friend-finder, a social city guide and a game that challenges users
to experience new things, and rewards them for doing so
US cities+ some others
too
Gowalla 2009 5526
Social game + Trips; colourful interface, tells you how far away
nearby spots are, no mayorships US
Whrrl 2007 32,534
adds a FUN FACT which can be used to learn about the place,
neighbourhood and social terrain around, Sifter tool performs
keyword searches with criteria (e.g. cheap, open now, baked
goods, within 5 miles) US only
Loopt 2006 54,456
game, city reviews, photos, Meet new people with similar locations
or interests. Saves your most popular locations and choose them
rather than re-entering US only
Plazes 2004 1,00,903 nokia/ovi users; personalized recommendation system Germany, Philippines??
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
13. Competitive Positioning
Virtual Utility
Positioning envisioned for Directi
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
Real Utility
Dynamic Offering
Static Offering
14. What are current social network perceived as?
What they do not offer right now?
The current social networks do not “make the user do much” (mostly cyber)
They do not give any significant “challenge to perform”
For most of the users, the social networking is “something to do in their free time”
Perception Gap Identification
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
15. “Someone creates a viral
product that grows like
crazy but location isn’t the
core feature. It just
happens to be part of the
bigger whole and as
people use it more and
more, they realize that the
location piece built into it
has become increasingly
valuable for them.”
- Paul
(Founder of Meetro, one of the
first Location Based Network)
16. Market Analysis User Insights STP Product Design Marketing Financials Business Risks
Introducing CatchUp
17. Positioned as
Sporty
•Plays on the basic motivation to compete. CatchUp is a race to
be the best. It is a stress buster & action packed.
Real time – Real Utility
•It is not just the virtual world of gaming. CatchUp takes the
user out of their home to compete, collaborate, share & earn
reward.
Share, Connect & Fun
•Still retains the essence of being fun, cool to have, more of
fun-on-the-go.
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
18. Market Analysis User Insights STP Product Design Marketing Financials Business Risks
Introducing CatchUp
Use of Light Blue to
communicate fun &
cool aspect
Use of orange
to signify
sportiness
Signify the real
time & real
utility aspect
20. Exploring The Motivations
•Status updates
•Checking crowd
pulling activities
•Exploring the
places for going
At home
• Want to have a check
list
• Want to plan the
itinerary
• To do list on the move
Just before
moving out
• Help required
• Alerts about locations
• Weather, traffic
updates
• Place reviews
On the move
• Share the information
about place, photos,
any other interesting
things
At the
destination
•Games
•Chatting:
•News about crowd pullers
A few common things
All the needs and desires of “on the move person” can be potentially meet through “CatchUp”
Value Proposition: Lets on the move
•Profile page
•Friends
•Wish list
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
21. #1 Smartphone App
• To sign up for the service, users must have internet
access either on their cell phones or PC/laptops
• Smartphone-specific apps would be made available
for free download
Means of accessing the service
For non-smartphone users
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
The iPhone app for
CatchUp
Once registered, user can update through
• Laptops or PCs using GPS location-validation
• SMSs charged at the network providers pre-
defined rates, using cell phone towers for
pinpointing the location
22. #2 The Welcome Screen
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
The user would be greeted with the logo and
asked to :
• Login with existing username and
password, or
• Sign up for the service
Strategies for increasing usage of the Apps
• Bundling the app with popular
smartphones like the ones by Micromax
and Maxx
• Making the app available for free on the
website
• Enabling twitter updates directly from
the app so that the app name is included
in the tweet
23. #3 Home
• Profile photos for easy identification and recognition
• Bio giving details of work, hobbies etc.
• Accessing information form other networks like Twitter and Google apart from phonebook
contacts
• Would show their latest updates and locations real time; also list out their reward and points
status
• Shopaholics, aged 18-30 years specially Online shoppers who like to stay updated on latest
trends can photograph an item at a store and upload it with a geo-tag, price, etc. on their
Live Streams
• Items at an Online store can be added to the list with an easy to use bookmarking tool in the
browser
• Integration with existing services like wishlist.com also enabled
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
User Profile
Friends
Wish lists
24. #4 Sharing
• Location is updated using the Check-in
tab
• Enables collecting special rewards and
points for patronizing an establishment
• Essentially a Microblogging feature that
enables rich content sharing, either
directly or through partnered service
providers
– Photos via Flickr
– Music and videos via YouTube, Blip.fm
– slides (SlideShare) or documents (Scribd)
– Links via Delicious, Digg
– Comments via Disqus
Search for nearby places
Rewards around you
Check-in
National Museum
122 MG Road
55 m away
Café Coffee Day
15 NSC Bose Road
25 m away
Mainland China
79 NSC Bose Road
90 m away
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
Check-In
Live Stream
Refresh
Map
Nearby
Home
Check in
Live Stream
25. #4.1 Live Box
• To raise and address open Queries!
• To seek for some help/clarification.
• To share local happenings with fellow catch
users.
• To come together for some purpose ( like bulk
discounts)
Objectives in Mind: WHY? Feature Design: HOW & WHAT?
• Local Live Box: To shout to catch users in a
particular location(say airport)
• Global Live Box : To shout to all catch users who
are online
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
26. Answer in Live Box = Points
• A group of friends/people who come to gather in a local area can create their own shout to talk among
themselves to avoid clutter.
• An User can local/Global shout about a crowd pulling event ( particular event/celebrity presence in an area).
Other Features
Feature Design: HOW & WHAT?
• When an User posts a query it appears in red and it costs the User some points.
• When an User answer the queries it appears in green and the User earn some points.
• When an User post about a crowd puller event in a particular locality it appears in Golden and the User
earn higher points.
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
27. #4.2 Live Wires!
• To seek help for people in case of Emergency situations like accidents, missing kid in a crowd etc.
Objectives in Mind: WHY?
Feature Design: HOW & WHAT?
• When an User Emergency shouts , the shout appears in Emergency Shout box also in local and global shout
box in dark black colour “Blinking”.
How is ‘Live Box’ prevented from entering ‘Live Wire’?
• Posting an Emergency shout costs a lot of points.
• User who are in emergency, having lesser points but want to shout, can borrow it from the central catch up
reserve and pay back later.
• The person who responds back to emergency shout with appropriate help will earn higher amount of points.
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
28. #5 Alerts
• To provide alerts regarding the place where the User is in.
• To provide alerts regarding the friends of the User.
• To provide weather updates and news feeds about the particular
locality.
• To provide guidance for travelers about a particular location
Objectives in Mind: WHY?
Feature Design: HOW & WHAT?
• User can set and choose the location based alerts he/she needs.
e.g. Place, Name of the person, Shops in an area, Tourist spots in an
area.
• The appropriate location based alerts will flash on the screen of the
user when the user is in particular location.
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
29. #6 Plan the Moves
• Aimed at meeting the needs of the person just before
moving out.
• To help the person plan the various trips hangouts
beforehand
Objectives in Mind: WHY?
Feature Design: HOW & WHAT?
Itinerary planning
• The user can plan the trips and makes it accessible
to tagged members. They can suggest
modifications, comment or also enable close friends
moves accordingly
Checklist
• This application helps the user to have a must carry
list of things, must do things before moving out.
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
30. #7 The Chat Box
• Aimed at meeting the needs of the person to talk
with friends, find new friends discuss and pass
time..
Objectives in Mind: WHY?
Feature Design: HOW & WHAT?
• A friend list
• Updating on the friends and their moves
• Friend suggestions based on locations, interests,
similar check-ins
• Chat conferences
• Save feature for chats
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
31. #8 Gaming
• Inherent Needs
– Egocentrism: profile upgraded at definite milestones
– Real life rewards
• Network Benefits
– Virtual praise and recognition from establishments,
other users
– Sharing with friends and giving/getting help when
needed
• Checking in at:
– Sports stadia
– Movie Theater
– Restaurants, cafes
– Shopping Malls
• Sharing:
– Photos, tips, reviews, answering queries
• Completing quests:
– Participating in treasure hunts
– Travelling around the city or the globe
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
Encourage participation by addressing
Earn points through
32. #8.1 CatchUp Miles
• To make the user login a necessity
• Incentivize the “Check-In” for the user
• Increase the “User Lock-In” over time
Objectives in Mind: WHY?
Feature Design: HOW & WHAT?
• The user earns CatchUp Miles on the distance travelled on a day to
day basis
• Later redeemable in form of freebies, discounts
• Bounded by a minimum and maximum per day
• Nominal Amount Only; Not the major point earner
• Have to redeemed after certain time
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
33. #8.2 Business Offers
• To incentivize “on-the-go” behaviour of the users
• Provide stimulus for a purchase
• Create Monetizing opportunities (say Promoted Live Stream)
Objectives in Mind: WHY?
Feature Design: HOW & WHAT?
• In Partnership with the retail chains on location basis
• Static Offers (Redemption of CatchUp Miles), Dynamic Offers (Real time, Limited Period)
• Results based on: Location History & Interests selected
• Time based offers: Shop within next 1 hour to get 5% off
• Quantity based offers: Shop for 5 jeans and get 100 CatchUP Miles!
• Loyalty Based offers: Make 100 CatchUp miles every 5 visits to CCD
• Food, Apparels, Electronics, Cosmetics, Books etc.
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
34. What the future may look like
CP, Delhi
Visit us in next half
an hour to enjoy
10% off on your
take-away!
Kathi Kabab
You have completed 5 visits
to CCD and have 50 CatchUp
Miles to spend
Café Coffe Day
PROMOTED: Visit us for
the new arrivals in the
section “Mythology”
Jain Book Store
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
35. Reward System: It’s a RACE!
• Hierarchy based reward system
• Projected with the help of four badges
• Projected as a system to CatchUp to the next level
• Instills a sense of “i-have-to-get-better” in the user
• Kept in sync with one of our positioning attribute of sporty!
Toddlr Joggr Sprintr Marathonr
I have to get better ---------->
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
36. Reward Mechanism
Reward Points Inflow
- CatchUp Miles
- Business Offers
- For “LIKED Live Box”
- “LIKED Reply Live Box”
- “Thanks to Live Wire”
Reward
Aggregator
Reward Points Outflow
- Raising “Live Wires”
- Redemption for physical /
virtual gifts
- Asking through “Live Box”
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
38. Pre-launch Campaign
Advertisement
ActivationHype
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
Conducted in three distinct parts:
1. Hype through digital media, tech-magazines and TV reviews,
sneak-peeks etc.
2. Consumer activation by associating with identifiable
brands, events, people
3. Set of prelaunch video ads on the internet describing
possible uses: Consumer learning
Initial Cities to be targeted for launch:
• Mumbai
• Delhi/ NCR
Based on Internet & Social Network
Usage Data (earlier slides)
39. Launch Campaign
Activity: City Based Treasure Hunt [Catch Me if You Can]
Objective: To create early adopters
Target Groups: College Students & Young Executives
Phase-1: On Location
- Launch events at various city colleges; Clues at 1 or 2 most visited places in the city
- Small freebies with a username/ password in Phase-1 for initial set of people (very
large number)
Phase-2: Online
- Username & password to login into a number of websites with games designed on lines of
CatchUp interface
- Ultimately, the treasure hunt leads to the website of catchup.com with attractive Prizes for
first 1000 logins
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
40. City Marathon: Post Launch
Activity: City Marathon
Objective: To generate
mass awareness & media
hype
Invitations: To CatchUp
users with open
invitation to all
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
41. Viral Marketing
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
Taking off from the pre-launch hype campaign, this would be a continuous
marketing effort
• The users registered during the City Marathon promotional would form the enthusiastic
opinion leaders: Word of Mouth
• They would spread awareness (Offline) about the service with the merchandise they won
• New set of “fan” videos, with potential viral effect, about the real-life uses of the service
released anonymously on the internet: Word of Mouse
• Twitter page and YouTube channel for the service would aggregate such videos and other
content (hash tags) and encourage such two way interaction
• Freebies like extra points and special member discounts at popular stores provide incentives
to join for newer consumers and must be introduced from time to time
• Periodic release of advertisements on digital media, coinciding with launches in newer cities,
with high entertainment value to continue the viral spread of service to newer clusters
43. Monetization Strategies
Ads on a click basis
Banner Ads & Text Ads
Context sensitive Ads based on
shouts/activities done
Classified Ads
When customers search for shops in a
particular area, the shops in the area can
advertise.
Partnering with local Businesses to market
their local promotional campaigns online.
Generating & Selling customer leads
Selling the purchase behavior & places visited by consumers which could be
used by companies for customer profiling.
Tracking Customers which is a valuable insight for the company.
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
44. Monetization Projections
Year1 Year2 Year3
Number of Mobile Internet Users in
Delhi & Mumbai( 1.92 2.61 3.55
Expected Market share estimates 0.20 0.27 0.36
Estimated no of Users( in million INR) 0.32 0.59 1.09
Value of the Network (Metclafes law)(
in million INR) 0.10 0.35 1.18
Revenue Sub heads Year1 Year2 Year3
Ads on a click basis( Million INR) 1.18 3.24 7.94
Classified Ads( Million INR) 2.00 3.03 4.59
Generate and Sell Leads 4.84 8.88 16.31
Total Revenue( Million INR) 8.02 15.16 28.84
Profit Margin ( 60%) 4.81 9.09 17.31
Initial Investment 22.00 22.00 22.00
ROI 21.86% 41.34% 78.66%
0.00 1.00 2.00 3.00 4.00 5.00
Ads on a click basis( Million INR)
Classified Ads( Million INR)
Generate and Sell Leads(Million
INR)
0
2
4
6
8
10
12
14
16
18
1 2 3
Ads on click basis (
INR Mn)
Classified Ads( INR
Mn)
Generate &Sell
leads ( INR Mn)
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
45. Initial Investments
Cost Heads INR mn
Product Development cost 9.5
Human Resource cost (3 months) 1.125
Marketing & Promotion cost 9.5
Total 20.125
Marketing sub Cost Heads INR mn
Advertising 0.7
Events 5.2
PR& Publicity 4
Social Media 0.1
Total 10
8.42%
42.11%
47.37%
2.11%
Advertising
Events
PR&Publicity
Social Media
47.20%
5.59%
47.20%
Product
Development costs
Human Resource
costs
Marketing
/Promotion costs
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
47. # Risk 1
In the presence of existing location based social networks like Four Square in
Mumbai, Can Directi really capture the Market?
If Yes How can Directi Dislodge Four Square / Existing players in the market?
Source: Strategic Management of Technological Innovation by Melissa A Schilling , Special Indian edition, Tata McGraw Hill company
Risk Mitigation Strategy
• Directi can Dislodge Four Square by offering a Service with Technology Utility and
Complementary services capability greater than Four Square.
• The Entry of Directi into the Market is planned so as to mitigate the risk.
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
48. Directi’s Entry - Components of Value
Four SquareDirecti’s entry
we envision
# Risk 2: Facebook Places
Tech Utility
Comp.
Services Tie
ups
Tech Utility
Installed
base
Comp.
Services tie
ups
Tech Utility
Installed
Base
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
49. # Risk 2
Threat of New entrants
- Smaller players
- Bigger players
Risk Mitigation Strategy:
• Strong Tie ups with Local shops, places and personnel( Complementary services).
• In case of Bigger players:
– Providing Services such that it doesn't have process/Value fit with the Bigger players1.
– he Real utility services that Catch up provide like catch up miles, Live Wire and Local Live
box which involve greater details specific to a particular place would be the services that
would have less process/Value fit with bigger players
Source: The Innovators Dilemma, Clayton . M. Christensen, HBS Publishing
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
50. # Risk 3
Privacy Issues:
i. Trust Issue of people with Strangers
ii. Misusing the location of a person
Risk Mitigation Strategy:
i. The Culture of the Network defines the trust issues involved with the
Social networking site. Innovators & early adopters will define the customs
and culture of the network
ii. All features of sharing are customized which prevents a person’s location
being broadcasted to others without his consent
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
53. Revenue Break Up
1.Ads on a click basis Year1 Year2 Year3
Avg hits every day ( Atleast 50% users log in every day considering its usage)1 0.16 0.30 0.54
Average annual hits 58.87 108.08 198.44
Percentage click on Advertisement 0.01 0.01 0.01
Number of clicks 0.29 0.81 1.98
Revenue /Click(INR) 4.00 4.00 4.00
Total Revenue 1.18 3.24 7.94
2.Classified Ads in terms of shops in a particular area
Avg no of shops in a locality ( data needed) in Mumbai & Delhi 100.00 100.00 100.00
Percentage of shops advertising 0.04 0.06 0.09
No of shops advertising 4.00 6.06 9.19
No of localities on avg ( data needed) 500.00 500.00 500.00
Revenue from each classified 1000.00 1000.00 1000.00
Total Revenue 2.00 3.03 4.59
3.Generate & sell leads
No of Leads 0.10 0.10 0.10
Average price /lead 50.00 50.00 50.00
No of clients .lead 3.00 3.00 3.00
Revenue 4.84 8.88 16.31
Total Revenue 8.02 15.16 28.84
Profit ( considering 60% profit margin) 4.81 9.09 17.31
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
54. Cost Break Up
Cost Cost in INR Mn
Server & Location based system 5
Tie ups with Technology / other partners 2
Developing individual products 2.5
9.5
Cost Cost in INR Mn
No of people employed 15
Avg one month salary 0.25
Total one month salary 3.75
Three months salary 11.25
Total Human Resource Cost 30.25
Product Development Costs
Human Resource cost
Market Analysis User Insights STP Product Design Marketing Financials Business Risks
55. Total Marketing & Promotion Cost
Sub Heads Cost in INR Mn
1. Text Ads 0.1
2.Email 0.05
3.Banner Ads 0.1
4. SMS campaign 0.05
5.Multi level Marketing 0.5
Total 0.8
1.Prelaunch party 0.5
2.Events in College & Promotion thro merchandise 1
3. Trasure Hunt Event with a Big prize 1.5
4.Marathon 1
4
Advertising
1. Print media coverage 0.5
2.Local Television in the cities 0.5
3.Signing a celebrity 1.8
4.Hoardings 1
5.Online games 0.7
Total 4.5
1. On Facebook ,Twitter in the respective sites 0.2
Events
PR & Publicity
Social Media
Market Analysis User Insights STP Product Design Marketing Financials Business Risks