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IIM Kozhikode
Top 3 online hobbies
Music Movies Gaming
Bollywood vs Hollywood
Bollywood Hollywood
Number of tickets sold annually 3.6bn 2.6bn
In USD Revenue (annual) $1.3bn $51.3bn
In USD Cost (annual) $1.3mn $13.6mn
Population 1.1billion 200mn
100 million+ Indians online!
27 Million Indian smart phone users! And A Country Full of Movie Maniacs!!!
Yet there is nothing to serve the needs of this huge segment
Movie related offerings in India
gomolo.com bollywood.de
•Latest Bollywood updates, trailers, videos, posters, contests, reviews, DVDs
What it offers?
•Movie buffs can stay alert and updated with latest happenings through this platformPros•Not interesting or engaging enough•No key differentiating factorCons
•A factual database of Hindi movies
What it offers?
•Targeted offering that gives factual information minus any added “jazz”
Pros
•Layout not engaging enough for user to revisit site
•No differentiating factor compared to IMDB
Cons
Key co
nsum
er in
sigh
tsBollywood buff regular on the
Internet
Completely smitten by
Hindi cinema, yet has not found a
platform that is interesting enough
Is willing to devote time and indulge if an interesting online offering
is made
Feels good about the
knowledge he possesses regarding
movies & likes showing it off
Purely driven by passion,
interest and social status, no
monetary craving
Fan using Internet mostly through smart
phones
Has a keen interest in
movies but does not have enough time to indulge in any engaging
activity
Wants to stay in touch with updates and other trivia
whenever they get time
Would prefer having an app
that serves their needs rather
than an offering that demands
time
Would love to watch all new releases but cannot do so due to busy schedules
The Product Proposition
A multi-faceted one stop destination for all Bollywood fans
A Hindi movie database and service provider with a twist, just like in the movies
User generated content and highly interactive platform
An opportunity for users to showcase their knowledge, creativity or even fan loyalty
Chance to interact with industry professionals at an informal level
Highly differentiated offerings for web users and mobile app users based on key insights obtained from primary survey
Freemium model + Premium accountsPrimary survey conducted among 100 respondents who have a
keen interest in Hindi movies
Presenting
70mm.com
70mm.com Homepage
Search movie
SIGN INUsername
Password
NEW to 70mm?SIGN UP NOW
COMING SOON
TO A THEATER
NEAR YOURolling Tickr showing all
latest updates on the website
Ad space for new releases and other promotions
The various tabs/options on homepage
Option of free/premium
account
The Movie Page
SHOLAY FACT FILE
Review this
Rate this
See Anurag’s spoof video on Sholay
Mihika just posted the original climax
Read review
Cheatclub
Fun factsJaya Bachchan was pregnant with Junior B during the making of Sholay
Danny Denzongpa was the first choice for Gabbar Singh
Sholay became the biggest hit yet won only one Filmfare
Share
Links to IMDB, Wiki & Rotten
Tomatoes
70mm options
User generated content
Upload something
Where can I watch this?
Shows TV channels,
theaters, online movie sources like BOX, Netflix, etc
Allows user to upload any creative content
related to the movie
The Panelists
ANURAG KASHYAP SHARMAN JOSHI
A suggested team of celebrity
panelists regularly contributing to the
website.
The chosen celebs should have an informal connect with the audience
MANOJ,
32, Banker
AARAV,26, struggling actor
NANDINI,
22, political
journalist
ELLORA,
40, teacher
SUDIPTO,60, retired lawyer, amateur film critic
WHO ARE THEY?People from different walks of life with strong passion for Hindi moviesActive presence on social mediaHigh influencing abilities and huge number of followers on other social networking platformsWould play important role in initial development phase of 70mm.com by generating the initial content and encouraging user activityHeadhunted and hired professionally with monetary compensation for initial content generation of 70mm.com along with celebrity panelistsDriven by self motivation, need for recognition and social status
Join a club
MOGAMBO KHUSH HUA
RAJU GUIDE
KAMAAL KARTE HO PANDEY JI
NANDU SABKA BANDHU
MAIN APNI FAVOURITE
KKKKIRAN MADAM MAYA KA MAYAJAAL
JAHAPANA TUSSI GREAT HO
KUDIYO KA HAI ZAMANAAB GOLI KHA
MUNNA RANGEELANAACH BASANTI
THE CONCEPT
Signed in users are required to take free membership under any of the available clubs
These clubs are not like any other fan page but are groups built upon famous characters
There will be frequent contests between clubs where a club will be declared winner based on its member’s activities
The most active club every month is awarded club of the month
Most active user of each club becomes the leader of the club for the next month
Users can give ideas for new club creation
If the idea is accepted then the user is rewarded, the club created and he/she is made the leader for the first month
70mm offerings especially targeted at smart phone users
The Filmi Chakkar Game FDFS Twitter Reviews
Take me to the movies (GPS locator based program)
These offerings are an integral part of the 70mm app for smart phones. These are also available on the Internet (apart from GPS locator). These are specifically targeted at busy users looking for fun/utility apps.
A virtual simulation where users choose their own avatars on any Filmi character and play a game that tests their knowledge of Hindi movies
For those on the run, Tickr type reviews of First Day First Show viewers via
Twitter on 70mm app
• Switch on your smart phone’s GPS Locator & open the 70mm app
• Type the name of the movie you want to see
• The app will tell you the theater location closest to you where the movie is running & its show timings
70mm offerings especially targeted at smart phone users
INTRODUCING…THE CHEATERS CLUB!!!
Mujhe cheater nahi
bolna!!!Rahul is a
cheater
Here’s how it works•At home or at the theater, now it’s never sinful to miss a scene.•Be it that short phone call you have to make, or the man at the door you need to attend…or even a small pee break at the multiplex – now you will never miss out on what happened during that little escapade of yours!•Enter the cheaters club on the 70mm website/app•Type the movie name and the duration till which you have watched•If you are unable to type the duration, the app will automatically guide you with some important scene cues to choose the point where you left•Read the story from the point you left till the time you came back•Get back to watching the movie again
Cheating through Maine Pyar KiyaLeft at – Prem and Suman get introduced to each otherMissed – 2 minutes
Scene
Cheat code – Prem offers Suman his friendship and gives her the FRIEND cap
Other Forms of User Engagement
CONTESTSONLINE POLLS
Which is SRK’s worst movie?
1. Raam Jaane
2. English Bab
u Desi Mem
3. RaOne
4. Guddu
5. It is yet to come :P
MINIMAL POSTER DESIGNING
COMPETITIONSTART A
DISCUSSION/ DEBATE
Why is Gabbar
Singh
better than
Mogambo? No way! Mogambo has the invisibility
gadget
Who will use the product?
Segmentation
• Internet and/or smart phone users above the age of 15 years
• Anybody with an interest in Hindi movies
Target
• Regular Internet users in the mentioned segment who spend more than 30 minutes online per visit
• Smart phone users in the segment who do not have time to indulge in elaborate offerings on the net and are looking for fun/utility apps
Positioning
• A one stop destination for Bollywood buffs
• A storehouse of information and a highly interactive platform that keeps users engaged through numerous interesting activities
Estimated penetration among target segment
Free Users
528000
Premium Users
22000
Mobile App users
92527
An initial audience of 6.5 lakhs!!!
How to use the product?
Freemium model Premium accounts
Who will use it?
• The regular Internet user who wishes to access the features free of cost
Why will they use it?
• As an interactive platform that serves their needs and gives them a connect with movies that was never offered before
• To connect with other movie buffs and showcase their interest/passion for movies
• To access services (as an utility app) the existing demand-supply gaps
• Through ads (movie promotions, contests uploaded by production houses, official movie merchandise sales, etc.)
• Analytics will help identify usage patterns of free users who are signed up on 70mm.com and can thus help in targeted advertising where 70mm.com can charge a premium to advertisers
• Struggling movie professionals looking for in depth information and contacts
• Membership shall be charged at a subscription fee of INR 3650 annually through the campaign “Rs. 10 a day can change your life”
• Movie professionals wanting to deploy “targeted advertising” techniques shall pay a premium to 70mm.com to specifically advertise to the premium account holders
• They can also advertise and ask for content creation services from these premium account holders (amateur/struggling professionals)
• This platform will allow them to upload their creations and get feedback from the celebrity panelists on a professional level
• They will also be informed of industry updates (like upcoming auditions, film festivals that 70mm shall arrange through industry tie-ups)
• Worthy candidates may also get referrals and recommendations from the celebrity panel
Who will use it?
Why will they use it?
Revenues Revenues
Phases Initial Development Pre launch phase Launch Phase Post launch phaseTime 1 year 6 months 6 months -
Aim
To get the initial content for 70mm.com in order to pave way for further user contributions
To do a beta test among a select group of users to test efficacy of the product.
To create a huge buzz around 70mm.com as a first of kind offering that bridges the gap between Internet/mobile technology and the movie world and delivers best possible experience to the user.
To retain existing users and get new users (though now at a much lesser rate than the launch phase).
Plan of ActionGet celebrities to endorse the website. These celebs will contribute regularly to the website and also interact with users in an informal manner. Headhunt movie buffs from the online world who are heavy influencers - trend setters and trend spreaders. Hire them professionally as a panel to create the initial content and buzz surrounding 70m.com
Send out invitations for the beta version of 70mm.com to select users through the initial panel selected. Monitor the activities closelly during this phase and make changes accordingly. Selective promotions to be done targeted at the beta test group.
To get the maximum possible number of early adopters/initial users through heavy promotions across various media such as print, television, online, mobile advertising, billboards, cafes, book and music stores, events, strategic alliances and others.
Modify the website periodically to keep users engaged and to avoid boredom and monotony. Incentivise new users to join the platform in terms of increased social status.
Channels
Reach out to these influencers personally. No advertising required for 70mm in this phase.
Targeted advertising on 70mm.com home page for signed in users. Use analytics to suggest activities they are likely to enjoy most based on usage patterns.
Print, television, online, mobile advertising, billboards, cafes, book and music stores, events, strategic alliances and others.
Through existing users and word of mouth and word of "mouse" publicity. Also through advertising (much less than in the launch phase).
Product Development & Marketing Activities
Phases Initial Development Pre launch phase Launch Phase Post launch phaseTime 1 year 6 months 6 months -
AimTo get the initial content for
70mm.com in order to pave way for further user contributions
To do a beta test among a select group of users to test efficacy of
the product.
To create a huge buzz around 70mm.com as a first of kind offering that bridges the gap between Internet/mobile
technology and the movie world and delivers best possible experience to the user.
To retain existing users and get new users
(though now at a much lesser rate than the
launch phase).
Plan of Action
Get celebrities to endorse the website. These celebs will contribute regularly to the
website and also interact with users in an informal manner.
Headhunt movie buffs from the online world who are heavy influencers - trend setters and trend spreaders. Hire them professionally as a panel to create the initial content and buzz surrounding 70m.com
Send out invitations for the beta version of 70mm.com to select users through the initial panel selected. Monitor the activities
closely during this phase and make changes accordingly. Selective
promotions to be done targeted at the beta test group.
To get the maximum possible number of early adopters/initial users through heavy promotions
across various media such as print, television, online, mobile
advertising, billboards, cafes, book and music stores, events, strategic
alliances and others.
Modify the website periodically to keep users engaged and to avoid
boredom and monotony. Incentivise new users to join the platform in terms of increased social status.
ChannelsReach out to these influencers
personally. No advertising required for 70mm in this
phase.
Targeted advertising on 70mm.com home page for signed in users. Use analytics to suggest activities they are likely to enjoy most based on usage patterns.
Print, television, online, mobile advertising, billboards, cafes, book and music stores, events, strategic
alliances and others.
Through existing users and word of mouth and
word of "mouse" publicity. Also through advertising (much less
than in the launch phase).
Marketing Actions
Print Radio
Advertise in features newspapers, entertainment supplements. For e.g. t2 in Kolkata, HT Café in Mumbai
& Delhi Times in Delhi
Place print ads in entertainment magazines like Stardust, Filmfare & Cineblitz to reach target segment
Book slots on stations for a 70mm trivia time where audiences would be asked questions & they would be
required to visit the website/mobile app to
submit entries
Create a radio jingle for 70mm and advertise on various channels (heavily during launch phase)
Marketing Actions
Events & Movies Select Locations
Advertise at movie events like award functions and film festivals. Tie-up with production houses and advertise
as media partners for movies (opening credits)
Advertise at select locations where the target crowd is most likely to be.
BOOKS & MOVIE STORES CAFES
BOLLYWOOD THEME RESTAURANTS PERFORMING ARTS CENTRES
MULTIPLEXES
Media Partner
70mm
Marketing Actions
Video ads Online Advertising & Social Media
OOH media Mobile advertising
Use Google Analytics, Adsense & Trends to selectively target movie buffs
and advertise by identifying their online usage patterns and demands
Advertise through existing customers by posting updates
about 70mm.com on their social media profiles
TV commercials are elaborate and costly. Look for targeted
advertising through music channels.
Embedded ads in select music programs is an effective & economic
option.
Presenting70mm.com
Presenting
70mm.com
BILLBOARDS IN PRIME LOCATIONS IN METROS
INSIDE SHOPPING MALLS
Targeted advertising based on usage using analytics. Advertise more on pages that will fetch greater
percentage of target segment’s attention. For e.g. bookmyshow app, YouTube,etc.
Year 1 Year 2 Year 3 Year 4Online users 50,000 125,000 300,000 550,000Penetration 1.5% 2.0% 2.5% 3.0%Number of annual purchasers 3000 10000 30000 66000Average purchase (INR) 400 500 500 550Total yearly purchase 1200000 5000000 15000000 36300000Commission 5% 5% 5% 5% Revenue 60,000 250,000 750,000 1,815,000ARPU 1.2 2 2.5 3.3
Revenue Generation – Merchandise
Year 1 Year 2 Year 3 Year 4
Online users 50,000 125,000 300,000 550,000
Penetration in % of total users 1.5% 2.0% 2.5% 3.0%
Number of annual purchasers 3000 10000 30000 66000
Average purchase (INR) 400 500 500 550
Total annual Sales 1200000 5000000 15000000 36300000
Commission 5% 5% 5% 5%
Revenue 60,000 250,000 750,000 1,815,000
ARPU 1.2 2 2.5 3.3
Estimated Revenues
70mm.com shall sell movie merchandise on a commission basis. In this case 70mm.com acts as a middleman between the seller and the user/buyer.
An interactive online platform for joining Aspiring actors, film
makers and Technicians and the production
houses.
The market is fragmented & it’s tough to make a
mark as a movie professional without
referrals & recommendations
Production houses often undergo a huge expense and time for casting new actors or hunting other
professionals
Premium account platform will fill this gap & reduce search costs for
both parties
The site is a professional networking platform for
aspiring movie professionals
Aspiring professionals can upload their creations & obtain
recommendations for easy offers
One can connect via referrals. A mutual friend
can recommend an assistant director to a renowned director like
Anurag Kashyap.
Production Houses can shortlist and select the
candidates based on their requirements
Groups can be formed by different technicians, actors depending on
interests & discuss new trends in film making
Features similar to LinkedIn can be
incorporated in 70mm
The Premium Account
edRevenue Generation – Premium Account
•Amateur/struggling professionals looking for professional contacts and specific services will be encouraged to sign up at a premium•They will be charged a INR 3650/year•The campaign tagline will be “Rs. 10 a day can change your lives”•Revenues shall also come through targeted advertising using analytics on usage patterns of premium users•Merchandise sales will also form part of revenue generated
Estimated Revenues
Year 1 Year 2 Year 3 Year 4
Premium users in terms of total users 2.5% 3% 3.5% 4%
Annual Charge(just 10rs/day) 3650 3650 3650 3650
Monthly click 2 2 3 3
Target Advertising(CPC) 8 8 8 8
Revenue 48,02,500 1,44,07,500 4,13,49,000 8,66,36,000 ARPU 96.05 115.26 137.83 157.52
Revenue Generation – Freemium Users
•Revenues will come from ads and other promotional activities done by filmmakers and production houses•The rates will be determined through cost/click•For ads done for targeted advertising on profiles of registered free users, charges will be more due to identified usage pattern and therefore increased ad impact•Being a one of a kind site with high activity, it will attract upcoming movie promotions•Since it will be targeted for movie buffs, we can charge a rate of INR 2.5 & later INR 3 & can expect decent number of clicks in a quarter by users
Estimated Revenues
Year 1 Year 2 Year 3 Year 4
Users clicking 2 times in 1 quarter in terms of total free users
30% 30% 30% 30%
Users clicking 2 times in 1 quarter in terms of total free users
40% 40% 40% 40%
CPC 2.5 2.5 3 3
Revenue 15,00,000 37,50,000 1,40,40,000 3,16,80,.000
ARPU30 30 46.8 57.6
Revenue Generation – Mobile App
Estimated Revenues
App Year 1 Year 2 Year 3 Year 4
Smartphone users with lots of app and usage
21.59 35.07 62.89 108.85App related to movies/music(34%)
7.34 11.92 21.38 37.0170mm App Penetration
.25% 0.25% 0.25% 0.25%Click annually and CPC
8 and 1 8 and 1 12and 1.5 12 and 1.5revenue 1,46,864.56 2,38,523.52 9,62,297.30 16,65,503.53 ARPU 8 8 18 18
•The mobile app for 70mm.com is targeted at busy users who usually access the Internet via smart phones
•The revenue generation is based on the number of clicks
•Mobile advertising is also based on usage patterns that are identified using analytics
Development Phase Year 1 Year2 Year3 Year4
Users 1000 50,000.00 125,000.00 300,000.00 550,000.00
Premium Users 1250 3750 10500 22000
Revenues
Free user 1,500,000.00 3,750,000.00 14,040,000.00 31,680,000.00
Premium 4,802,500.00 14,407,500.00 41,349,000.00 86,636,000.00
Ecommerce 60,000.00 250,000.00 750,000.00 1,815,000.00
App 146,864.56 238,523.52 962,297.30 1,665,503.53
Total - 6,509,364.56 18,646,023.52 57,101,297.30 121,796,503.53
Operating Cost
Mercandise 250,000.00 100,000.00 100,000.00 100,000.00
Front end cost 100,000.00 1,000,000.00 500,000.00 200,000.00 200,000.00
Adminstration 195,280.94 559,380.71 1,713,038.92 3,653,895.11
Storage cost 250,000.00 100,000.00 100,000.00 100,000.00
Softwares 50,000.00 400,000.00 100,000.00 100,000.00 100,000.00
Misc 130,187.29 372,920.47 1,142,025.95 2,435,930.07
Server 150,000.00 1,000,000.00 500,000.00 500,000.00 500,000.00
Staff and Content Writer 350,000.00 1,952,809.37 5,593,807.06 14,275,324.33 30,449,125.88
Rent 250,000.00 500,000.00 500,000.00 600,000.00 600,000.00
Marketing&Sales 300,000.00 1,627,341.14 4,661,505.88 11,420,259.46 18,269,475.53
Total Cost 1,200,000.00 7,305,618.74 12,987,614.11 30,150,648.65 56,408,426.59
Operating Income - 1,200,000.00 - 796,254.17 5,658,409.41 26,950,648.65 65,388,076.94
Taxes@30% - - 1,697,522.82 8,085,194.60 19,616,423.08
PAT - 1,200,000.00 - 796,254.17 3,960,886.59 18,865,454.06 45,771,653.86
ARPU 130.19 149.17 190.34 221.45
Financials
Devel-opment Phase
Year 1 Year2 Year3 Year4-10,000,000.00
-
10,000,000.00
20,000,000.00
30,000,000.00
40,000,000.00
50,000,000.00
60,000,000.00
70,000,000.00
Operating Income
Devel-opment Phase
Year 1 Year2 Year3 Year4-20,000,000.00
-
20,000,000.00
40,000,000.00
60,000,000.00
80,000,000.00
100,000,000.00
120,000,000.00
140,000,000.00
Revenue PAT
Microsoft Office Excel Worksheet
Financial details