3. Ravioli
OUR MISSION
● Recommend audio &
video content
● Create an unique
platform
● Sense the users’ needs
OUR VISION
● Become the first of it’s
kind
● Provide a seamless
media service
● Ease and improve the
consuming experience
THE SECTOR
Internet and digital streaming media
4. What is Ravioli?
RAVIOLI is an online platform providing
instinctive recommendations
● Will allow easier and faster access to every streaming
distributor
● Will not host any media content
● Will “link” users to:
○ ad-supported audio and video services
○ subscription audio and video services
○ cable providers
5. How does it work?
MAIN FEATURES
● Recommendations
● Direct access to content
● Notifications
COST
● $5.99 monthly
● 30 days free trial
6.
7. Markets of the future
● Virtual Reality
● Video Games
● Written Content
● Podcasts
● Audiobooks
● Board Games
● Live Events
8. Market Opportunity
● Media consumption is moving away from live
television watching towards time-shifted viewing,
especially among the younger demographics
● 72% of the content 14-25 year olds watch is not
live
○ There is a great opportunity to be the
content recommendation engine of choice
for non-live programming
Source: Deloitte Digital Democracy Survey Ninth Edition
http://www2.deloitte.com/content/dam/Deloitte/us/Documents/technology-media-telecommunications/us-tmt-DDS_Executive_Summary_Report_Final_2015-04-20.pdf
9. ● Consumers are increasingly not paying for
subscription TV
● Almost ¾ of all millennials are using a content
subscription service monthly
● The barrier to entry to charge for a non-
traditional media service has never been lower
as long as the value is there
Market Opportunity
Source: Deloitte Digital Democracy Survey Ninth Edition
http://www2.deloitte.com/content/dam/Deloitte/us/Documents/technology-media-telecommunications/us-tmt-DDS_Executive_Summary_Report_Final_2015-04-20.pdf
10. ● Consumers are increasingly searching
Google to find an answer to the question
“Which streaming service has _______?”
● This is a newly searched term as of July
2015
Market Opportunity
Source: Google Trends
https://www.google.com/trends/
*Search data is based on an index rather than actual searches
Anecdote from November 9, 2015 Media Management class:
Olaf Olafsson, Executive Vice President of Time Warner, mentioned that a large obstacle he faces when
trying to watch a television show with his daughter is that there are so many streaming services, how
does he know which service has which content?
11. ● A recommendation from a trusted resource is by
far the biggest influencer to purchase
● Ravioli is to become that trusted resource when
it comes to content recommendations
● By learning consumption habits for each
member the strength of the recommendations
will constantly be optimized
Market Opportunity
Source: Deloitte Digital Democracy Survey Ninth Edition
http://www2.deloitte.com/content/dam/Deloitte/us/Documents/technology-media-telecommunications/us-tmt-DDS_Executive_Summary_Report_Final_2015-04-20.pdf
○ Content recommendations are one of the main
strengths of social media
○ Instead of getting recommendations from
friends, get your recommendations personally
tailored to your liking
13. ● There is not a recommendation engine for video content across all major streaming services
● The largest competitors are:
○ Good Reads (for the high quality personalized recommendation engine)
○ Just Watch (services that have searchable database of where content can be viewed
Market Opportunity - Competition
14. Digital Marketing Plan
The Digital Marketing Plan for Ravioli is split into the following focus areas.
1. Customer base / target audience
2. Overall marketing objectives / intended target goal
3. Streamlining plausible digital media platforms
4. Devising appropriate content marketing strategies
5. Marketing calendar- Target base, intended reach, budget, duration
6. Metrics- Digital media tracking and measurement tools
7. Analysis and Implementation
Target/audience base: a) Demographic audience- Women: 40% ; Men: 60%
b) Age group- 13-21, 22-34, 35-55, Above 55
c) Social status- Teens & Adolescents: 25% ;
Students & young adults: 40%; Working professionals: 25% ;
Senior citizens & Homemakers: 10%
15. Digital marketing channels - Budget split up - At a glance
KEY POINTS:
● Highest share of marketing
budget= Behavioural
Retargeting=Income from referral
sources/partnered websites
● With every FY, budget share for
SEO, content amplification would
reduce by 2.5%, while PR costs
would remain constant
● Assumed that marketing costs
would be valued down gradually
with every FY progress
● From the 4th FY onwards, budget
would shift target from promotions
towards strategies to retain
existing customer base
16. Responsive landing page & Social media marketing
Expected reach: 25
million+ (over a span of
five years)
Campaigns: Once every
two months
Cost per click: $3- $0.10
Estimated budget: $30000
Leads/month: 350-500
18. Digital PR techniques & Behavioural Targeting
Objectives- a) Increase digital content exposure & online brand visibility
b) Spur higher community engagement, dialogue & website traffic, improve influencer outreach
c) Drive better ROI (leads/subscriptions) with consumer-centric content
d) Maintain real-time customer response management & build campaign buzz
e) Better understanding of online user behaviour to enable targeted segmentation
Tools used- a) Emailer marketing/ Surveys (Mailchimp, SurveyMonkey)
b) SEO/SEM
c) Publishers, blogs, photo and video sharing
d) Aggregators & Syndication
Estimated budget: $1,00,000 per year
Expected leads: Approx. 1000 per month for the
starting year, and a 25% increase from thereon
with every passing year
● Low promotional activities or over exposure of
content will not drive results
● Target audience segmentation
● Frequency caps (17-20 ads per month/user)
● Burn Code
● Contextual, demographic & geographic
targeting
● Rotation of creatives + A/B testing
● Single-provider retargeting
● Optimized banner ads & creatives
Total Budget : Approx. $4,525,000
Cost per acquisition: $2 - $4 per user per month
21. Key Points
● Project $33.26M
through FY’20
● Modeled by multiplying
number of users per
month by subscription
fee of $5.99 / month
● Assuming improved
churn year over year
● Assuming we reach goal
number of additional
subscribers each year
Subscriptions
22. Key Points
● Project $14.45M
through FY’20
● Modeled by multiplying
users by usage and
commission rate
● Assuming percent
population of Ravioli
users matches percent
population of service
● Assuming Ravioli can
capture 75% of streams
Streaming Commission
23. Key Points
● Project $1.01M
through FY’20
● Modeled by multiplying
referral rate by pop.
● Assuming Ravioli
population has similar
subscribership numbers
● Assuming 1 percent
(video) or 0.5 percent
(audio) of population
converts to subscription
Partner Referrals
24. Overall Financial Picture
Key Points
● Revenue is a function
of subscriber growth
● Customer lifetime value is
dramatically affected
by retention of service
● Cash flow positive in FY’
19 given projected
subscriber growth
● After debts are paid,
expect $7.99 million
in profit in FY’20
25. Key Points
● Seeking $3,259,421.85
($155K+ in Kickstarter fees)
● This will allow Ravioli to be
cash flow positive from day 1
● Most funded Kickstarter ever
was Pebble — $20.34M
● Partners have each made
cash contributions of 2.5K
● Offering access to quarterly
earnings calls, participation in
focus groups, beta testing
The Ask $3,259,421.85
28. Operating Expenses
Key Points
● Hosting has economies
of scale and potential for
in-house operations
● Significant investment in
core tech in the first two
years of operation
● Gentle employee
growth, with emphasis
on contract labor and
professional services
(legal fees especially)
29. Profit and Loss Statement
Key Points
● Revenue is a function
of subscriber growth
● Customer lifetime value
is dramatically affected
by retention of service
● Cash flow positive in
FY’19 given projected
subscriber growth
● After debts are paid,
expect $7.44 million
in profit in FY’20
30. Ad-supported AUDIO Subscription AUDIO Ad-Supported VIDEO Subscription VIDEO
APPLE RADIO APPLE MUSIC YOUTUBE AMAZON PRIME VIDEO
PANDORA PANDORA ONE VEVO HULU
RHAPSODY RHAPSODY VIMEO NETFLIX
SPOTIFY SPOTIFY TWITCH
GOOGLE PLAY MUSIC GOOGLE PLAY MUSIC
RDIO RDIO
AMAZON PRIME MUSIC
TIDAL
Digital content providers
