Just Dial - Is It a Blue Ocean Strategy Move??

Prepared By :Vasant GajaraChetan Panara

Company History

•Founder – VSS Mani •Wedding Planner•Once bitten lucky !•Presence in 240 cities•3000 employees in 7 cities

Market Share

Revenue Model

Present Scenario

•It covers 240+ cities in India•8 centers in India•More than 3000 employee•6 million business listing in 2011•Received 93.9 million voice searches in

2011•Received 180.7 million search request

from user in 2011

Clients

• Vodafone• Godrej• TATA AIG life• L&T• Eureka Forbes• HDFC • SBI• MAX life

Financial Data

•Growing at 50%•Total income : Rs.1876 million in 2011•Rs. 40.1 million Funding from US hedge

fund Tiger Global•Rs. 8.2 million funding from Hong Kong

based private equity player SAIF partner

Goals

•Increase Market Share•Increase awareness among people

Service Blueprint

Action Plan

• Identify the target customers/audience▫Local Public▫Institution & Organization

• Increase in number of▫Calls per annum▫Advertisers▫Cities covered

•Understanding Online customer Behavior•Assessing the technological innovation•Measure success

ERRC

Eliminate:Traditional system

Reduce:Time boundaryHuman effort

Raise:ReliabilityReachService optionTechnology

Create:Free service24x7 service

Strategy Canvas – Pre Just Dial

Time Reliability Price 24*7 service Reach0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

Info Diary Telephonic

Strategy Canvas – Post Dial

Tim

e

Relia

bilit

yPr

ice

24*7

ser

vice

Reach

Serv

ice

Opt

ion

0

1

2

3

4

5

6

Info Diary Telephonic Just Dial

Pre Just Dial - Buyer Utility Map

1.

Purchase

2.

Delivery

3.

Use

4.

Supplements

5.

Maintenance

6.

Disposal

Customer Productivity

Simplicity

Convenience

Risk

Fun and Image

Environmental friendliness

The Six Stages of the Buyer Experience Cycle

The

Six

Util

ity L

ever

s

Post Just Dial - Buyer Utility Map

1.

Purchase

2.

Delivery

3.

Use

4.

Supplements

5.

Maintenance

6.

Disposal

Customer Productivity

Simplicity

Convenience

Risk

Fun and Image

Environmental friendliness

The Six Stages of the Buyer Experience Cycle

The

Six

Util

ity L

ever

s

Six Path Model

•Look across the Industry :▫Local Search Industry▫Advertising Industry▫IT Industry

Cont….

•Look across strategic Group within Industry▫Systematic▫24x7 free service

Cont….

•Look across the chain of Buyers▫Local people ▫Businessmen▫Travelers

Cont…

•Look across the complementary product and service Offerings▫Local online and offline search▫SMS based service▫Advertising

Cont…

•Across the emotional and functional appeal▫Just Dial works on the functional appeal.

Cont….

•Look across time▫Online Service▫SMS Service

Why Blue ocean?

•First Mover Advantage in the Indian Local Search Market

•Efficient and Profitable Business Model•Advanced and Scalable Technology Platform•Multiple Platform Service on a Large Scale•Experience and Expertise in Local Indian Markets•Offer Attractive Value Proposition for SMEs•Strong Brand Recognition

Gauging Service Quality

• (* - Gap does not exist)

•Service Gap•Knowledge Gap•Performance Gap•Design and standard Gap*•Communication Gap *