LEAP is a location-based social networking app for sports fans to customize avatars, host and join virtual sports matches and challenges near their location, and earn points to gain achievements and titles. It aims to satisfy sports fans' needs to connect with communities, show loyalty and knowledge of their favorite teams, and find entertainment through mobile games. The marketing strategy focuses on early adopters like college students through campus competitions. Partnerships with sports teams, telecom companies, and game developers will help grow the user base and generate revenue through advertisements, fees, and an app store model.

1. D I R E C T I C A S E S T U D Y C O M P E T I T I O N
LEAP: Location Based Social
Networking
T E A M D E D H S H A H N A S
K A R T H I K L A K S H M I M N A R A Y A N A N
S I D D H A R T H A J A I N
S R E E R A M R A M A C H A N D R A N
G V I S W E S W A R A N

2. Table of Contents
1. The Product: LEAP
2. LEAP’s Value Proposition
3. The Consumer
4. The Need
5. Marketing and Promotions
6. Monetization Strategies
7. Strategy Execution

3. The Product: LEAP
A virtual world for sports fans

4. LEAP
LEAP is a sports based product in which the user is a branded
“Avatar”
• Register on the network: access avatar through Mobile/PC
• Personalize the avatar, select team loyalties (eg: Mumbai Indians
or Manchester United)
• Challenge users in your vicinity and set up virtual sports matches
using augmented reality and LBS on any location around you.
• Earn points/achievements /titles based on various location based
events such as hosting/joining live match viewings, uncovering
and answering sports quiz questions and so on.

5. Linking Needs to Consumers
LEAP will bridge the gap between consumers and what they value most

6. Let’s take you on a guided tour through the
world of LEAP

7. Feature: Customize Your Avatar
• Customize your avatar on the network
• Customization options include
• Kit: Tees, Jerseys, Shorts, Shoes etc
• Accessories: Watches, wrist bands, Sunglasses, Water bottles, duffle bags etc
• Gadgets: These include mobile phones, Laptops etc
• Fan clubs: Choose which fan club you belong to. Eg: Mumbai Indians, Arsenal etc.
Points get added up to the fan club group every time you win points for hosting/
joining live matches
• Sponsors: Choose from a wide array of sponsors for the various assets that the
avatar owns. Such as Nike for the tee. The users gains points for choosing
sponsors. The sponsors pay Directi for having their logo put up on the drop-down
list

8. • Also visible are:
• Achievements: Based on the number of competitions won which
were organized by “businesses” such as Nike etc. Stadiums
owned will also be included as an achievemnt
• Current title: Exchange points for titles. Win varying degrees of
points based on your title. Eg: A rookie would get 10 points for
every game won whereas a pro would get 20 points and so on
• The users sponsors, points, achievements and current title will be
visible to everyone in the vicinity
Feature: Customize Your Avatar

9. Customization Page: Avatar
Create your Profile
1000
Points Tally
Superstar
Current Title
12
Achievements
Player Name
Your name has to be under 20 characters. Please
choose your name carefully as unsuitable names
are liable for deletion
Colors
It is up to you to design yourself

10. 1000
Points Tally
Superstar
Current Title
12
Achievements
Player Name
Your name has to be under 20 characters. Please
choose your name carefully as unsuitable names
are liable for deletion
Colors
It is up to you to design yourself
Create your Profile
Tees
Shoes
Nike (x points)
Adidas (x points)
Proline (x points)
Sponsors
Kits
Customization Page: Avatar

11. Feature: Hosting Matches
• You are leaving work at 6pm and will reach home only at 8pm
• There is a match you want to catch at 7pm
• Log on to the network and view who is hosting a match in the
vicinity(individuals/ sports bars/restaurants)
• Request the host to join the hosted match and earn points if you join
• You could also walk in to the sports bar/ restaurant screening the
match to earn points
• Every cricket and football club will have an all India group on the
network where points get summed up based on the number of fans
watching matches(not necessarily their clubs matches)
• This live club points counter will be visible on the application to all
users
Trend: People love watching games with friends/in sports bars/restaurants

12. Hosting Matches: 1st use case
LEAP users
Sara(Chelsea fan)
earned 20 points for
hosting a soccer
match between Real
Madrid and Chelsea
James also a Chelsea
fan earned 10 points
for joining in.
Jack is a ManU fan.
Earned 10 points for
joining in.
The points these users earn
will also be added to their
pan India club networks to
encourage competition
between clubs
Earn points to host and join matches screened by friends/strangers/ sports-bars

13. Bill, A LEAP user
earns 20 points for
catching a match at
Pop Tate’s
Pop Tate’s hosts a cricket match and
offers points to LEAP users for
joining in. LEAP users in the
vicinity will view the ad if their
LEAP app is turned on.
Hosting Matches: 2ND Use Case

14. Feature: Challenge Users/Live Playoffs
• A bored boyfriend is stuck in a mall as his girlfriend shops.
• How does he kill time?
• He logs on to the network and finds others around him
• He challenges them to live playoffs: for anything ranging from
cricket and football on the mobile, to trivia challenges
Trend: Mobile based challenges has taken off though only in the form of SMSes

15. • The graphics on games such as Cricket and football matches can be both hi and low
resolution
• 3G and augmented reality can allow users to play virtual games on any location around
them: right from the street outside, to the parking lot, to the mini-corridor in the hallway of
your office space

16. Feature: Location Based Sports Trivia Quizzes
• You are on a bus, travelling to work. You have 45 mins to kill.
• How do you keep yourself entertained?
Trend: Trivia based game shows have been catching on

17. Sports Trivia: 1st Use Case
Who scored the
most runs in IPL
2010?
(10 pointer)
-DhirenManu1
How many goals
did Ronaldo
score in the Lal
Liga last season?
(10 pointer)
- Sumit3221
• As you enter any location, you can see sports trivia questions put up by users in those
locations
• Answering questions gives you points, as does putting up questions
• Answering pop-quiz questions, when tied in with more gratification, is very addictive, as
seen with success of quiz-based VAS apps and that of games like Trivial Pursuit

18. Bonus Question
100 points
(Enter store to open
question)
• Bonus questions worth extra points will be placed in specific stores by the
enterprises
• Questions get activated when you enter the store/shop
• These will be sponsored questions, with sponsors paying more to get a higher-
valued question
Sports Trivia: 2nd Use Case

19. LEAP’s Value Proposition
What gratification would one derive from our product?

20. TO USERS
• Exchange points for:
• Own stadiums: Get additional points for hosting matches on your stadium
• Real discounts at stores: Tied in to your avatar being loyal for more than a specific
period
• Gaining Titles: The higher up the hierarchy you go the more points you make per
win(Levels: Rookie, Amateur, Pro etc)
• Be associated with a bunch of loyal fan club members
• Bragging rights: Achievements and Titles
TO BRANDS
• Insight into their consumer demographic by way of “Avatar” characteristics(age, gender,
location etc)
• Running targeted campaigns:
• Nike can run a “Nike” challenge across all their showrooms in Mumbai for specific Nike
loyalists
• An Adidas versus Nike tournament
• On vacation: Wacky Banner ad by Yatra when the user has set his status to “On
Vacation”
Value Proposition

21. Use Case: Own a Stadium
Trend: Increasing number of people paying to buy virtual properties
• Once you have 200000(representative) points you can build a stadium
• Sponsors will pay Directi and give users points to upload their banners in users’
stadium
• You can host games in your cricket/football stadium to earn double the amount of
points than a regular game challenge
• Once participants begin to join the game they will be given a virtual tour of your
stadium which will also cover the banner ads in the stadium
• Games begin in a regular fashion after this point

22. The Consumer
Who is our target audience, where are they right now and
why sports?

23. Target Consumer
• College Students
• Age bracket: 16 to 22
• Family income: Rs. 3: 4 lakh per annum
• Consumers typically spend 5-10% of their income on mobile phones
• Family size: 3 to 5
• Working professionals
• Age bracket 23-35
• Personal Income: 1.5 lakh upwards
• Location: Metros(Launch market: Mumbai)
• Gender: People with a high interest level in sports
• Turns out to be predominantly male
• Access to technology: 3G enabled Smart phones
• Watch English Sports channels
• Access social networking sites through mobile phone
Gender ?

24. Launch Market
Mumbai
Why not Delhi ?
• Vast area: Lower mobile phone density
• No walking culture in Delhi
• Rich, Middle class divide is bigger: Lesser
sharing
Delhi
Launch City: Mumbai
• 3G phones going to become a norm (40% of the phones in 2013 will be 3G enabled)
• Richer experiences can be devliered through 3G. The product will have to evolve
• Pan India metro operations will ensue. 3G instead of GPRS should be the technology of choice
The Changing Consumer
Mumbai (2010) Total subs: 17.082mn
Mobile internet usage
3G subscribers 100,000
GPRS subscribers who access
social networking websites
(7% of tot subs base) 1.2mn
Total 1.21mn
Delhi (2010) Total subs: 19mn
Mobile internet usage
3G subscribers 300,000
GPRS subscribers who
access social networking
websites (10 % of tot subs
base) 1.9mn
Total 1.93mn
India (2013) Total subs: 1.159bn
3G enabled handsets 395mn
People who activate the
3G service 20mn
Sources: TRAI, Evalueserve & track.in

25. Youtube
IPL
channel
viewership
has
crossed:
49.5
million
20 mn, people watched the DLF IPL
matches on Max. Max's prime time channel
share of 29.3% across the 3 HSM Metros is
way higher that the top 9 GE Channels put
together (25.5%)!!
Sports Consumption
Changing Modes of Content
Consumption
DID YOU KNOW?

26. The Need
What consumer needs does this product satisfy?

27. Visceral need to show
off…without showing
off
Every sports fan, at an instinctive level, wants to establish his credentials
within his peer group as someone who knows his stuff and is good at it .
Hence, the drive to answer more questions, garner achievements, score
points in public, build stadiums that everyone can see…
“Fantasy sports games see
over 1 million registered
users in India.”
Need: Pride

28. Need to express your
loyalty towards the team,
club or sport.
The team or sport supported is an extension of a sports fans
personality and therefore, the desire to express it wherever
possible.
“Sports merchandize industry in
India set to grow at CAGR of 25%.”
Need: Belongingness

29. Need to connect with
the community
A Manchester United vs Arsenal is always more exciting when you
watch it with fellow Man U/Arsenal fans. The thrill of a sporting
fixture increases exponentially when you share experiences, opinions
and ideas.
Need: Connecting

30. Need to play the sport
wherever possible, need
for entertainment
LEAP exposes sports fans to the addiction of setting up live street
cricket, football, racing games anywhere, anytime.
Need: Entertainment

31. Marketing and Promotions
Part 1: Philosophy and Strategy
Thinking through the marketing plan

32. Understanding the Urban Indian Sports Nut
Is a follower, not a fan
Has a strong sense of
community and
brotherhood with fellow
sports followers. EPL
fans across the country,
for instance, share a
connect with each other
even if they have never
met
Is influenced by this community, this network and
identifies his tastes with theirs
Possess a
strong sense of
ownership
about their
sport. You can’t
‘sell’ him an
idea…he will
have to ‘buy’
into it.

33. Therefore…
• All marketing efforts have to aim at selling through the
community, rather than to the community.
• Focus on activations, guerilla marketing, PR and virals
rather than on mainstream advertising.
• No hardselling the product, only soft-selling the habit.
• Low cost, high yield strategies leads to high RoI

34. Marketing and Promotions
Part 2: Execution
The Actual Plan and its Implementation

35. Innovation Adoption Cycle
We
are
here
We need to
get here
First target innovators i.e. mavens. Enter the community through them. Once they are
convinced, they become unofficial ambassadors of the brand.

36. First Six Months: By Invite Only
• Create a sense of exclusivity, which will…
• …Plant at a subliminal level some aspiration value
• Grab attention, be taken seriously
But who gets invited?

37. Roping in the Early Adoptors/Innovators
• Run live, LBS-based sports challenges in colleges and
college festivals
• Different locations in the college are tagged with questions
and challenges
• Students challenge each other, participate in active quizzes
• For colleges it is a unique, innovative new event for the
festival, plus prize money and gratification
Tie up with
colleges: run
competitions
• On major EPL/IPL match days, run LBS-based challenges
and competitions in sports bars and clubs.
• Different bars tagged with questions and challenges.
• Customers at the bar can throw spot bets and spot challenges
at others in the network.
• A new experience for patrons and a way to pull in patrons
for bars
Tie up with
sports bars: run
competitions
• Volunteers from Directi explain how to download and use LBS
• Users get introduced and learn about LEAP in the course of these challenges
• A early database of registered uses acquired

38. Innovation Adoption Cycle
We
are
here
We need to
get here

39. Expanding the User Base
• Registered innovators are now given invites to distribute
to their friends
• Encouraged to invite others into the network so they can
challenge them
• Extra points and credits given for distributing invites

40. Next Steps…
City-wide ‘treasure hunts’. Hidden gifts tagged
at different locations in the city in the form of
virtual mini-matches. Use LBS to spot them,
play the game and win prizes.
PR campaigns: Opinion leaders such as
Harsha Bhogle go to different parts of the city
to watch a match each week. Host matches on
weekends, and if he joins you, you win prizes.
Direct marketing aimed at existing users,
encouraging them to invite more users and
form networks.

41. Innovation Adoption Cycle
We
are
here
We need to
get here

42. Hitting the Tipping Point
• Tie up with the local IPL team:
Mumbai Indians.
• MI uses LEAP to organize ‘fan
bases’ across the city.
• Fans can locate these bases and
go join them.
MI Fan Zones: Now Live

43. Monetization Strategies
Show Me The Money!

44. Monetization
Types
Pros
Cons
Examples
Advertisements
The largest
source of
revenues
Will require
critical mass of
users
Product
Placements,
Targeted ads*
Usage Fees
The immediate
source of
revenues
Acceptability by
users to pay is a
suspect
INR X/
download, Basic
vs Premium
Open Network
of Developers
Allow variety of
games while
reducing costs
Control over
quality will be
difficult
iTunes,
Facebook styled
model
A mix of all these strategies is required to create continuous flow of cash
*As detailed in slides 5, 16, 18, and 19

45. Partnerships
Types
Advantage
Reason for
Partnership
Examples
Sports
Teams
Allow loyalty to be
built through
affiliation
Source of
competitive
advantage as
switching costs are
high for users
Eg. Mumbai
Indians, Mohun
Bagan, ManU?
Telecom
Players
Creates a strong
base of users to
target
Source of revenues
through
customized
offerings
Eg. Vodafone,
Airtel, Nokia,
Micromax
Game
Developers
Creation of
Content to attract
users
Source of
competitive
advantage as it
leads to first
mover advantage
Eg. Activision, EA
Games, Nintendo
Brands
Allow users to
customize their
Avatar
Source of revenue
through integrated
advertising
Eg. Nike, Adidas,
Speedo, Helly
Hansen
Diverse set of partners that build an ecosystem where others have stake in your success

46. Strategy Execution
Lets get down to business

47. Indicative Timeline
0 6 12 18 24 30 36
College Campus Competitions
Treasure Hunt Sponsorships
Sports Themed Restaurants Competitions
Product Launch Campaign
Brand and Team Partnering
Telecom Player Partnering
Game Developer Partnering
Open Network to Independent Developers
Exclusive Invite to Enter Network to Users
Open Network to Users
Introduction to Basic Games
Introduction to Graphic Intensive Games
Enter New Metros
Launch of Pan-India Fan Clubs

48. Timeline Description
• Basic Games
• Partnering
Game
Developers,
Telcos,
brands, and
sports teams
• Competitions
in colleges
and sports
themed
restaurants
• Exclusive
invite to
network for
users
First 6 mths
• Graphic
Intensive
Games
• Open network
to users
through free
SMS invites
by current
users
• Product
Launch
Campaign
• Open Network
to
Independent
Developers
7-12 mths
• Regular
Competitions
every 6
months
• Direct
marketing
campaigns
through SMS
to sustain user
interest
• Enter into
new metros
like Delhi,
Pune,
Bangalore,
Hyderabad,
Chandigarh
13-24 mths
• Launch of
Pan-India Fan
Clubs
• Introduction
of virtual
products
• Broadening of
product
offering to
concepts like
gaming
• Introduction
of premium
membership
• Second Life?
25-36 mths

49. Summary
LEAP Features:
• Form closed groups and get notifications when they are in the vicinity
• Host/Join real matches and earn points
• Earn points to Post/answer trivia questions on various sports
• Enterprises (Sports bars/restaurants) give bumper points for trivia questions they post
if the user walks into their premises
• Challenge people in the vicinity(your closed group / open to all ) to sports games and earn
points based on various parameters
• Use points to build virtual stadiums
• Use points to get real discounts based on what and how long your avatar wears the brand
Value to Directi:
• Ad revenue from brands looking to tap into niche marketing strategies (high customer
involvement products)
• Analytics and business intelligence (Brands that advertise on the portal)
• Opportunities for cross selling

50. THANK YOU