Next Big Thing.. 1.1

8/6/2019 Next Big Thing.. 1.1

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I never get the accountants in before I

start up a business. It's done on gut

feeling.

Richard Branson


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Social Networking - Offcourse


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Facebook $11.52 billion

Zynga - $2.61 billion

Twitter-

$1.44 billion

Second Life - $383 million

LinkedIn - $1.3 billion

The Valuations


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The Problem


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2hours before the departure...


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inside the flight...do you know all the people out there?

is it not a networking opportunity???


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at aclub


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you like a girl... too afraid to talk?


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Do we all love to talk?

Do we all wish to make

more money?Will networking help us?

The Answer is YES


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How


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Confused???


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Ea

ger to know th

e answer??


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Interactive TEXTTOTV service


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Introduces : 1st time in India, an Interactive TEXTTOTV service


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1. Innovate

4mScratch


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1. Innovate

2. Have fun

4mScratch


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1. Innovate

2. Have fun

3. If, its not fun leave it

4mScratch


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the product...

The connecting link


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The Producthttp://www.youtube.com/watch?v=9bzDF6As1R0&feature

=related


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Product Benefits


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The greatest glory in living liesnot in never falling, but in rising

every time we fall

Nelson Mandela


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India Launch plan.... Mumbai Pilot


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ROUTE MAP

1. Understanding the SMS market of India

2. World SMS scenario

3. Target Audience

4. Marketing Environment

5. SWOT Analysis

6. STP

7. Marketing Mix - services

8. IMC


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Indian Perspective

1 in 5 urban Indians have used a SMS service ( 2007Data )

1 in 3 Urban Indian has acted in some manner over the SMS

SMS, an advertising medium, has an interaction rate of around 5%

A quarter of urban Indians have participated in some sort of SMS contest


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UN estimates a whopping 2,00,000 SMS are sent per second


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2012 estimate : 3716 billion SMS per year.


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TechnologySocial

Networking

Meets


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Marketing environment

Macro

Cultural

Economic

Political

Social

Micro

Consumers

Supplier

Stake holder


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MACRO

Cultural Increasing social gathering venues

(malls, clubs, stadiums)

Increasing need for socialnetworking.

Increasing use of text-messaging.

Political Freedom of speech and movement.

(Threat) Religious/Languagepolitics.

Economics Increase in per-capita income in

Metros

Decrease in text-messaging pricing.

Technology Software (easy to transport but

Easily replicable and chance ofPiracy)

Hardware (Standard device for

receiving messages) Widespread use of Mobile

Wireless internet and introductionof 3G can be used.

Bluetooth messaging and infraredin Mobile.


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MICRO

Customer

Common people

Supplier

Software company Firetext

Stakeholders. Owners of Social Gathering places.

Mobile Service Providers.


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SWOT Analysis

1. 1st Company to launch in

India2. New avenue for people

to socialize.

3. Ice-breaker takes out

peoples shyness.

1. People centric, need for

response high2. Texting messages, stops

people from talking.

(Common Conception)

3. Cost factor Initial setup

Rs. 1 lac

1. Immense Potential2. Social Network Usage

Increase3. Drop in SMS prices4. Wait time before flights,

during transit or inflight.5. Increase in Clubbing

Culture.6. Advertisements

1. Easily replicable

2. Major industry players

could wipe off the smallfirm

3. Political Threat

Strength Weakness

Opportunity Threat


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Segmenting


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Segmenting

MONEY

Honey

Barista

27 nos

Clubs/Pubs/bars

Nos 326

Multiplexes

30 nos

Malls

129 nos

CCD

31 nos

Total Segment 543 nos


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Who is theTarget Audience....


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1. Owners / Corporate1. Clubs/Pubs/Disco

2. R

estaurants3. Fast food chain restaurants

4. Malls5. Multiplexes6. Coffee Shops


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ANew ProductNeeds a new Positioning

Make it niche

Start at the top

Use their credibility to build your

position


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Positioning Strategy

1. Make it a owners pride

2. Have top customers trial your

product3. Do a PR around it

4. Make the 2nd no. guy feel left

out

Neighbors' Envy


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sample video...http://www.youtube.com/watch?v=beDbDk1d47o


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Marketing Mix - Services


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Marketing Mix - Services

Product

Price

Place

Promotion

People

Text to TV Software

1 lac initial set-up +

15000 AMC

A Social hangout place

Hoax Marketing*

Professionals with time

to spare + Attitude

Process

Physical

evidence

Simple make the Sale

Demonstration across all

possible touch points

*Term to be explained later


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IMCPlan


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New

Company

Limited Funding

No Investors yet

Limitations


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The pessimist sees difficulty

in every opportunity. The

optimist sees opportunity in

every difficultyWinston Churchill


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To Use maximum elements of an IMC components with

least amount of resources spent


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1. Social Networks1. Twitter

2. Facebook

3. YouTube

2. Demos 14 days per

location3. Hoax Marketing

1. Artificial Demand

2. Mystery consumer

3. Teaser banner ads (

Real Life Banners )4. Business

Analyses/Consumer

Feedback PR coverage

Stage 1 F & B Industry

( Clubs/Pubs/Discos)


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Tease them, till they die or

eventually BUY

/


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Communication/

Sales Pitch

More time/Moreinteraction = More

Money Spent

Casino Logic


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1. TwitterCelebrity to

endorse the product2. Facebook Fan Pages

3. YouTube Videos for live

demos

4. Software demos on

popular websites for

e.g. Banners in yahoo

reads Type a message

and see it on the screen

Online


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DEMONSTRATION

1. 14 day free trial to be offered

to the Club/Pub/Discos

2. The same Demos to be placedacross social networks

3. PR coverage Covering the

Sample Videos & Consumer

Feedback on the same


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Marketing

Why???

TV, Print & OUtdoor would require huge investment, also since the productis a niche, the Laws of mass marketing do not apply to the same

Radio as medium has its own limitation of being to deliver Audio messages,

whereas the product is more of a Visual Experince

Direct marketing would be exclusively used Mailers, emails to clubs

owners etc would be sent across, with product videos Ambient/Hoax Marketing would be exclusively used to promote the product


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Marketing

1. Artificial demand

1. During demo stage, have a group of 20 promoters enter the bar and start

sending messages on the screen

2. Once people see the same, they would also want to try

3. The DJ will make announcement about the screen

4. People can request songs through the screen

2. Have 20 people send in tweets with photographs of the same

3. Videos to be uploaded on daily basis on YouTube

4. PR coverage for these 20 people across youth magazines & websites


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Marketing

1. Mystery Consumer MOCKAct

1. Have a Group of individuals walk in to Club and lounges which have not

subscribed to the service

2. They shall interact with the manager, and express their disbelief YOU

DO NOT HAVE THE TEXT TO TV MESSAGING SERVICE?

3. Post which, they all shall leave the Club

4. The same team will cover 5 to 6 pubs per night

5. Again social networks will be used to announce that XYZ clubs don't

have the service ( which will provoke them to buy one )


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Marketing

1. Teaser Campaign

1. Banners to be displayed in the Vicinity of 3 km radius of everyclub/lounge which makes the purchase

For e.g. If Hawaian Shack Purchases, then Banners to be put up in front

of Zenzi, TOTOs with the Message The Club next door has the new

interactive Text to TV service, Do you?


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Coverage via1. Technology related websites

2. Entertainment channels Zoom, MTV, Channel V etc

3. Press articles in youth magazines like JAM, targeting party goers via

newspapers like Bombay Times, Mid-day

4. Articles in niche magazines like HT Sunday Brunch

5. Lastly have celebrities trial your product & As a Barter play their

movie ads on the screen


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Documents

Next Big Thing.. 1.1