A short presentation on possible strategies that The Media Ant - an online media selection and buying site can take up to grow.

1. HI,
YOU ARE LOOKING
GREAT TODAY!
IF YOU ARE FEELING GREAT TOO,
PLEASE CONTINUE TO THE NEXT SLIDE.

2. Your company Media Ant is…
• Contributing to the society by removing
the gatekeepers called ‘media planning
agencies’ – so your pitch is ‘freedom to
select your media’.
• You are bringing the power that an
advertiser has in online media to offline –
by removing the barriers of
understanding, availability and
complexity of creating a media plan.
• You are bringing transparency to the
media buying process by automating it
completely.
You are probably the ‘Uber’
of Media Buying!

3. So, what can be the next big
steps…
You are befriending as well as alienating Media Planning
agencies.
They can instantly plan out their media needs using the site –
seeing cost, availability, position, etc. but eventually, they will be
without a job to do if all brand managers start using your site
directly.

4. So what is a Brand Manager’s
job really? Keeping aside the
frills of a JD?

5. I want all customers to
come to me!
I want my brand seen
everywhere!
I want my boss to be happy
with me!
I want the business to grow
so that I grow along with it!
But, I am not sure of the
best media plan I can use.
I don’t have a
unlimited budget for
taking up all
outdoors.
I really don’t know what will
make my boss happy!
I need someone to tell me
that the decisions that I am
taking are right!

6. Media planners exist… because the brand
managers are unsure of their own decisions.
Media plans and complicated buying
processes exist – because media planners
exist.

7. So the pain that you really
solve…
For Brand Managers and SMEs:
The problem is that of securing the best sites and advertising
options and being sure of the fact that it is the best that they can
afford.
For Media Planners
The problem of buying and securing media in time for each client.

8. However, there is a single
problem both are trying to solve
BRAND IMPACT
BRAND MANAGERS
AND SME’s ARE
TRYING HARD TO
FIGURE OUT HOW
THEIR BRAND GETS
EASILY RECOGNIZED
AND SOLD…
MEDIA PLANNERS
ARE TRYING TO
FIGURE OUT WHAT
KIND OF A MEDIA
IMPACT WILL JUSTIFY
THE PERCENTAGE
INCREASE IN FEES …
AS WELL AS KEEP THE
CREDIBILITY OF THE
MEDIA PLAN INTACT.

9. So, how can solving the Brand
Impact issue help you gain a
bigger customer share?
Let’s focus on the problem solving steps
one after the other.

10. Brand
Worry
Solution
TMA
Strategy
Why am I not getting
more sales?
Possible cases that can
help decode it
Feed with umpteen
case studies (follow
Hubspot strategy)
What kind of media can
help me?
Media Solutions
Offer integrated
media offerings.
How do I monitor my
media?
Monitoring Strategy
Tie up with the media
owners to offer a
monitoring strategy
How do I get feedback
on my campaign?
Feedback loop from
users and media
owners
Create a social
connection between
users and brands.

11. How do you achieve this?
Step 2
Offer a Monitoring mechanism with micro level product
enhancements. For example, tie up with the outdoor owners and
create a mechanism where they can upload daily photographs with
dates and time of the sites where a campaign is on. Create a
complaint interfact – where a brand manager can complain if he
sees an outdoor site being not properly managed.
Start with offering an integrated offering on Media Planning – where a user can
easily find out the reach + effectiveness of a media plan simply by putting in his
requirement. For example – a media planner selects the TG + Area + Language + SEC
and what comes out is a clustered list of the possible media offering (for example:
Mathrubhoomi+ 55 billboard locations + Television spots in Sun TV afternoon slot +
full page ads in X Magazines. You already have parts of it.
Step 1
Step 3
Offer an interface mechanism between
users of the brand and the brand
owners creating a conversation.

12. Why all the trouble?
Ans: Revenue
Present revenue model:
products + Media Buyers buy the
Media owners offer
Proposed revenue model:
product = Percentage cut of TMA
1. Clustered offering adds to the existing revenue model by gathering high ticket sales per media
vehicle
1. A regular monitoring mechanism means photos+videos get uploaded on a regular basis =
additional storage pricing like dropbox (so media planners buy additional strorage from you for
regular monitoring)
2. Additional services like Media Solutions+ Monitoring team etc can be added on for further revenue
options.
3. Lastly, you might also branch out into social conversation to keep the conversation on from clients –
and take a retainership for Brand Conversation duties.

13. The company that you can follow
• Hubspot is a master when it comes to transforming naysayers to really engaged customers – through
integrated product offerings that are not limited to the product.
• One of the early entrants in the social media conversation technology space – it has maintained a
steady rise through several channels.
• Hubspot is a true knowledge Hub when it comes to social + media offering and has diversified its
revenue channels into several quarters.
• It generated $77 million of revenue in 2013 and is valued at about $1.3 billion today.

14. That’s all for now!