PikturewaleAchintya Gupta | Varun Parwal | Rama Aditya Akella | Puneet Gupta

Indian School of Business

Context

Short movie market

7% of all videos on YouTube are either films or animation videos. 80% of them

are < 15 minutes in length (source)

64% of online video is consumed at work. 13% of this content are short films (short movies, TV shows) – (source)

Short movie market

College Humor , a short film channel on YouTube has 3 million+ subscribers. The

viral fever , an India based short film channel has 3 million+ views

Production houses like Pixar make short films and currently use YouTube to promote them

Movieola – a niche short film channel in Canada generated $2.3 million in revenue

in 2011 (source)

Opportunity

Even with a huge market potential , today , there is no popular online destination that leverages short movie market in a way that both movie viewers and movie makers can be benefitted

Stakeholders and their unmet needs

Short movie channels on YouTube like College Humor Show and Q -tiyapa get millions of hits

Enormous amount of content is created by artists, art students, ad film makers, niche channels

Content Viewer [Current consumers

of short films on YouTube, enthusiasts

and their friends]

Interested in watching short movie content but feel it is not easy to find artists on YouTube

Ads spoil their movie watching experience

Content creator [movie makers, students of movie

making]

They want their creation to be seen by lots of people on a relevant platform

They want to connect to like minded people

They want to make money to support their next project

Content promoter [production house, local brands looking

for ads / videos] They want to get best talent for their movie / ad production

They want best content for their promotions / movies

What we learnt from our primary research [with content creators]

“ The industry needs such a platform to promote budding artists. But then you need to ask yourself why will someone put content here”

- Ayush Rajvanshi (short film maker)

“There is definitely a demand for shorts films not just in India but globally. There are properties like ‘culture unplugged’ and ‘karmatube’ in short movie market.

- Nitin Das(Short film maker)Key Insights

There is definitely a need and demand for such a property in short movie spaceThe property should have reasons for content creators to create content and viewers to come back again It should be differentiated from YouTube, Vimeo and some niche short movie platformsIt should have a seamless video streaming experience.

Product

What is Pikturewale• Short movie broadcasting platform that helps

movie makers showcase their creations and movie lovers discover the best content– Online community of movie film lovers built around

passion for short film format– Recommends best content to visitors based on their

choice of genre, past preferences and what others like them have liked / voted on the site

– Recognizes and rewards best content creators in the community based on the performance of their movies on the site ( through points, badges and leaderboards )

Pikturewale for web

Users can come to the site to enjoy free and uninterrupted content (no ads)

They can choose the genre [humor, , animation, ads, regional] and best content would be recommended to them

Profiles, forums and connections to facilitate conversations in the community on short movies

Pikturewale for tablet

Movie discovery at your finger tips

Has all the functionality and product attributes of the website designed for the ipad to make the experience good

Fluid width design, Adaptive CSS, and HTML5 integration to suit your tablet’s design needs

Pikturewale for mobile

With the penetration of mobiles and smartphones proliferating in India, Pikturewale for mobile has been designed to meet your basic functionality of the website

A calendar app specifically designed for mobile and tablet based usage will be available for seamless search and stream capabilities

Stakeholders and how the platform impacts their life

Short movie channels on YouTube like College Humor Show and Q -tiyapa get millions of hits

Enormous amount of content is created by artists, art students, ad film makers, niche channels

Content Viewers

Now they gets to enjoy the best short films based on recommendations from community and the type of content they want

Their experience is not interrupted by ads.

Content creator

Gets a community of likeminded and passionate people to showcase talent

Gets to support his future projects [ more in upcoming slides on ‘Pikturewale projects’ ] and gain visibility from production houses

Content promoter [production house, brands looking for

ads]

Gets a platform where he can find talent, get the best upcoming movie makers for future ads / movies and launch contest to crowdsource best ideas for his own ads.

How will Pikturewale make money?

Pikturewale projects1.Brands/ local

businesses can post projects on Pikturewale to crowd source ideas for ads

2.Content creators can sign up for projects, submit ads/ storyboards / ideas

3.Brands chose the top ads /storyboards / ideas, pay them reward money

4.Pikturewale makes money on project transactions

How will Pikturewale make money?

Pikturewale featured videos:

Content creators can post short films for free but if the want to promote their content and get more eyeballs, they will have to pay a premium

How are we different from

YouTube / Vimeo Niche – focused at short movie format

Community – focused at connecting like minded movie enthusiasts

Specialized – focused at getting artists as content creators

No ads – focused at movie watching as an experience

What do marketing

managers say about Pikturewalle

projects“ As a marketing manager, , I will definitely be interested in such a platform that can give me new ideas and talent. Brands have smaller budgets for local promotions and such platforms can be tried there. Moreover , a brand typically spends 30 lakh – 1 crore on ads / videos. Artists and ideas recruited from here will be way more economic”

- Neetika Chaudhari ( ex – brand director , global fast food major)

“This is surely a good idea. Even though creating campaigns through crowdsourcing is a novel concept in India, as long as you can create quality internet campaign material with minimal effort from the client’s side, the idea has tremendous potential”

- Prerna Thappa , Brand Manager (FMCG)

Marketing and distribution for Pikturewale

Target segments

Short movie channels on YouTube like College Humor Show and Q -tiyapa get millions of hits

Enormous amount of content is created by artists, art students, ad film makers, niche channels

Content Viewer

Net savvy appreciators of video content who currently go to YouTube, Vimeo for watching short movies but are looking for better content

Mix of innovators, early adopters and late adopters

Online, Google, Social Networks, Video Sites

Content creator

Young ambitious film makers who want to use digital technologies to showcase their content and connect with like-minded people

Mix of innovators, early adopters and late adopters

Online, social networks, film festivals, art colleges

Content Promoter

Brands, local businesses , production houses looking for new / fresh campaign ideas and talented movie makers

Mix of innovators, early adopters and late adopters

Marketing mgrs. are online, industry event, publication

Who are they?

Adoption curve

Where to find them?

Price

Site is free for viewers to view content and free for creators to post content. There will be no ad interruptions either.

Brand will pay Rs. 5000 to register their projects and Rs. 10000 on selection of idea [on top on reward amount paid to artists]

Additional fee for featuring / promoting artist created videos

Place

Content posting and viewing available free of cost on web, iOS and Android devices

Plans to partner with reputed local films festivals to screen popular flicks on pikturewale.com to their festival audience

Promotion

Phase 1 (Month 1-6): Awareness - Promotion focused on building awareness and trial

Phase 2 (month 7-12): Engagement – Focus on generating repeat visits, recommendations, word of mouth and conversations

Phase 3: Monetize – focus on getting brands for projects

Product

Short movie broadcasting platform that helps movie makers showcase their creations and movie lovers discover the best content

Builds a community of short movie lovers and facilitates connect between like minded people

Builds a platform for brands / local businesses to crowd source best ads / ad ideas

Marketing mix

More ideas on marketing the product

Phase 1 : Building Awareness Use Google, Facebook, Banner ads on other video websites to pull

traffic Blogger put reach program – coverage in leading tech and media

blogs like mashable, Pluggd.in etc Contest in colleges to build excitement and generate content

Phase 2: Engage users Partnership with local film festivals to screen best short films in

festivals Offline movie screening events hosted by Pikturewale where

movies are screened offline at public places and anyone can watch them. People can request for specific movies by logging on to the site.

Phase 3: Monetize users Outreach to marketing managers / Brand Managers / Production houses

Financial model

Rolling out the marketing planAwareness ( 1-6

month)Engage ( 7-12

month)Monetize ( 13-24

month) Focus exclusively on building awareness throughCollege competitions (college, city & national level competitions) Online adsDevelop compatible apps across platformsServer and hostingMaintenance and supportMarketing

Once we have started receiving content for the site, shift focus to connecting with usersCommunity screeningsRun feature programs on celebrated artistsEngage users through Facebook, LinkedIn and other social forums

Post building a strong user base, focus on attracting brands to harness the creative power of our platformPosition as a highly creative, cost-effective advertising platformProvide free competition hosting service to ad makers, creative agencies and brandsB2B advertisingBusiness Development

The platform has strong ROI potential•We expect an initial investment of INR25 million – our ROI analysis suggests an impressive return on investment of 37%•We have a multi-layered revenue model for attracting brands to use our platform:• Charge a basic fee of INR5,000 for setting up creative contests only

upon receipt of entry• Charge an additional fee of INR10,000 upon short listing of interesting

entries• Provide consultancy services to the brands in setting up problem

statements for a fee• Provide access to premium listings and promotional services for an

additional fee

in INR unless otherwise mentionede Year 1 Year 2 Year 3 Year 4 Year 5Total Revenue generated 1,187,500 6,312,500 26,446,875 59,500,000 98,250,000Cost breakdownCost of sales 3,225,000 2,150,000 2,475,000 3,037,500 3,948,750Sales & marketing costs 5,074,531 10,487,266 20,019,465 31,166,117 42,969,600--- % of total revenue 166% 76% 52% 44%R&D costs 315,625 2,644,688 8,925,000 19,650,000--- % of total revenue 5% 10% 15% 20%Miscellaneous costs 1,659,906 2,211,521 3,374,170 3,420,362 3,518,876Total operational costs 9,959,438 15,164,412 28,513,322 46,548,978 70,087,226--- % of total revenue 240% 108% 78% 71%EBITDA -8,771,938 -8,851,912 -2,066,447 12,951,022 28,162,774% margin 22% 29%

Detailed Financial Model_Pikturewale_ISB

See detailed financial model here

Challenges

Challenges

Seamless StreamingHow to build a seamless streaming experience for consumers with limited internet bandwidth

SeedingThe initial content creator will want audience, the initial audience will want content creators

DifferentiationFrom existing video channels [although a lot of our focus has gone into creating a differentiation]

Monetization How many projects / month should be posted on site to break even.