The Internet of hyper local

To be the

ultimate tool

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need

• Internet has disrupted hyper local space in every way possible. Hence, our needs in immediate surroundings are not effectively fulfilled because they are being routed through the internet which is essentially a huge pond acting as a diluting solution

1. Offline retailer are not satisfied with FB, twitter, Instagram as marketing channels; ROI is dismal

2. Mobility solutions not yet digitalized for hyper-local needs;

3. Geo-tagging of the news not yet done in a plausible format

4. We need comprehensive data on public toilets, like a ‘Zomato’ for public toilets

MARKET

• The brick and mortar market retailing industry clocked Rs 70000 Cr in revenues in 2015. On an average, an offline retailer in India spends 10% of his revenue on marketing. Considering 17% population using smartphones, we arrived at a market size of around Rs 1200 Cr; 70000Cr*0.1*0.17= Rs 1200 Cr

• Mobility in hyper local space is a huge unaccounted market; Rickshaws: cycle, auto and electric

Allows communication across all users in a 1 mile radius

Allows booking and payment in hyper local transport; e-rickshaws, autos, cycle rickshaws

Allows transactions between offline retailers and potential customers

News that is happening around you

Public toilets around you, with usable information

• Delhi Police is already working on a similar concept for their patrol officers

• Offline retailers already prefer hyper-local channels over internet; Examples: Billboards, Local newspapers

• Campus intranets

• Unique: No one has yet come out with a one-stop shop for hyper local

• Good unit economics: All the content is user generated or from already existing resources

• Effective: Information reaches every potential customer with the app installed

• Non-intrusive: Separated timelines for business and otherwise and zero push notifications

• Immediate: Chronological timeline allows for recent content first

• Actionable content

• Commission on deals sold on the platform

• One time fee for listing

• Commission from mobility partners

• Users are also enabled to occasionally make a ‘shout’ that goes beyond the 1 mile radius, at a cost depending upon the radius chosen

• Large chunk of location data that can be monetized

• MVP Launched on Oct 2 to achieve a product-market fit

• 160 downloads until Oct 13

• App-install campaign in Delhi University started on November 29

• Rickshaw wallahs provided with branded hoodies with QR code for download

• Revenue model to be integrated into the app in April 2017

• Saturate and move on

• We are targeting Delhi University, North campus initially for the ease, convenience, previous experience and the population density

• We plan to move to other highly dense areas once we have a product-market fit in this area

• Little, Nearbuy: Incentivizing on the basis of commissions and discounts, not merchant friendly

• Herenow, Hash: Barriers to entry are high, more features, complex Uis

• Lookup: Not sufficiently hyperlocal, lists all the businesses on the basis of distance

• More than the direct competition, 1 Mile is trying to keep up with the bigger players entering the hyper local space

• Twitter, Facebook, LinkedIn already have a large user base and just have to toggle the hyperlocal ‘switch’ in order to enter this market

• Once they do, a lot of competition will be straight out wiped out of the market because they are, simply put, their hyper-local versions

• Twitter (hyperlocal) is in R&D stage, Facebook has launched its events portal, Microsoft has launched office communication tool

• In order to be relevant, 1 Mile requires a user base of at least 20 posts/hour in every square mile it is being used which is a hefty target that is the reason for the marketing strategy that we adopted

• Privacy: 1 Mile asks for precise location. Some people may be wary of providing that. It is to note here that we tag ‘shouts’ with location and not the user

• Obscenity filters: As of now, not many filters have been added for the content on the app but that is due to change as we scale up

1 Mile is a social network that mimics our real life social interactions. This is one of those products where the content is user generated and hence the progress(as well as overheads) is slow initially when compared to other businesses. But once it hits the threshold, there is no limit to the speed of growth. Everyone who touches this will be proud of doing it because we are building a good product that actually does what it promises to do, that is connecting everyone.