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Directi Case Study Contest - Team idate from MDI Gurgaon
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mesmerizeme.com
Case Study Competition 2011
Presented by:Team iDateMDI - Gurgaon
Members:Harpreet SinghPinak MukherjeeRakinderjit SinghSahil Agarwal
mesmerizeme.com
Agenda
Target Group Insights
Marketing & Promotion Strategy
Industry Overview
Mesmerize me: Concept
Features
Monetization Strategy
mesmerizeme.com
Industry: Online Dating
The mobile phone dating market was worth $330 million in 2007, $550 million in 2008 and is predicted to double to $1.3 billion by 2013
It is estimated that at least 10 percent of new accounts created each day are from scammers
On average 10 percent of members pay for the dating service and stay for less than 3 months
In 2010, online dating industry was $4 billion worldwide. http://www.datingsitesreviews.com
www.bizopedia.biz
In India, there is a long standing culture of matrimony which is similar in nature to onlinedating. We've found that the new generation, which is wired and technologicallyadvanced, is embracing online dating as opposed to working with matchmakers
Meir Strahlberg, CEO, Date.com
In India, there are 15 million online dating users dating-overview.com
Indian Online dating industry will grow by 25% in 2010 Times Of India,2010
mesmerizeme.com
According to IMRB and the Internet & Mobile Association of India report “Report on Internet in India (I-Cube) 2011”
53.567.5
95
121
0
20
40
60
80
100
120
140
2008 2009 2010 2011
Internet Users(in millions)
The rising Internet Penetration in India
28%
20%
27%
12%
7%
2%
0%
5%
10%
15%
20%
25%
30%
Daily 4-6 Times a week
2-3 Times a week
Once a week
2-3 Times a month
Once a month
Frequency of Use
More than 75% of Internet Usage is drivenby younger generation of people
Around 33% of young men and workingwomen are heavy users spending more than16.5 hours on the net
mesmerizeme.com
Where is the Target Audience?
89%71% 64%
0%
20%
40%
60%
80%
100%
E-Mail Social Network Education
Top 3 Internet Usages(Urban Areas)*
*Base : Active Internet User (Urban),2011 - 30 cities [As of March 2011]
Source: Report on Internet in India (I-Cube) 2011
Users ofSocial Networking
Gmail | Yahoo | Outlook | Rediff
Facebook | Twitter | YouTube | Orkut
Our Target Audience would be those who are already present on Social Networking sites as they give a fairrepresentation of the active internet users
Facebook is the dominant Social Network around the world and in India; so the Facebookusers in India represents the size of the potential user base
mesmerizeme.com
Self-Obsessed; Materialistic
Staying ahead of style curve is very important
Technology is the great enabler
Hunger to expand horizons; fear of being left behind
Money is the barometer ofsuccess; Real joy lies inspending
Age: Below 30 years | Educated | Urban | Present on Social Media | Always connected online: Mails, Facebook & Twitter
Pro
file
Moving from sustenance to indulgence
ExperiencersLively
Enthusiastic
Intuitive AdventurousValue seekers
Target Group has embraced technology and has significant presence online
They are willing to spend money to indulge themselves
Target Group Definition
mesmerizeme.com
Ideation for Features: Target Group Insights
We have hesitation in initiating conversations
Insights from a primary survey conducted among 63 young Indians (below the age of 30 years) in NCR
To find common ground we mostly prefer discussing about:
Books | Travel | Movies | Food | Music
It’s fun being wooed by the opposite sex
Finding true love is all about Luck
Humor and wit are the most valued attributes
in a conversation
mesmerize me
Serendipity Lounge
Big 5 Compatibility Matcher
We need to be sure about the credibility of the people we
meet . Safety is an issue
Credibility Features
mesmerizeme.com
What is mesmerize me…?
An India specific Online dating portal providing users with aunique way to initiate conversations and woo the oppositesex and get mesmerized through wit and humor
It allows users to find and mesmerize that someone
special…
mesmerize me
Serendipity lounge Big 5 Compatibility Matcher Location Based Connect App
Connect Features
Mobile number Verification
Iovation Service
Active Users Only
Credibility Features
Theme Based Profile Dating Concierge
mesmerizeme.com
Introducing mesmerize me
Red color to signify Love and
passion
Speech bubbles to signify the importance
of Conversations during dates
A boy and a girl to signify our Target
Audience engaged in a conversation
A gamut of conversation lines to signify: the most often asked questions on the first date that conversations are the best way to impress someone
‘mesmerize me’ to signify that a
person needs to be wooed and
impressed at the start of a
relationship
mesmerizeme.com
Core Idea: mesmerize meUsers will put up incomplete sentences/thoughts on their profile and possiblesuitors can comment on the profile of the initiator to “Mesmerize” him/her. Theinitiator can then choose to contact the person who has given the best reply intheir opinion
Initiating user gives the call for Mesmerization
mesmerize me:“Love to me is like the Englishwinter’s sunshine, warm andcozy…what is it for you?”...
Suitors respond and try to mesmerize her
Sahil: “Love is like tanning on Anjuna
beach”
Harry: “Love is in knowing that some1’s
there for me at the end of the day ”
Aman: “Love is an eternal sensation of care and
giving”
She chooses the guy who mesmerized her & Connects with him
@Sahil: I have fond memories of Anjunabeach. How many times have u been there?
Step 1 Step 2 Step 3
Feature #1: mesmerize me
mesmerizeme.com
Inbox
Concept: Serendipity Lounge
Connect feature based on Serendipity for die hard romantics. Users who wantto find someone on the basis of luck can use this option. The Lounge will befeatured as a tab on the Home page
Step 1 Step 2 Step 3
Serendipity Lounge
On clicking the Serendipity Lounge tab, userswill have to answer the Serendipity Questionof the day
Serendipity Lounge:
Which is your favorite movie?
Serendipity
Lounge
Riki:Dark Knight
Serendipity Lounge:
Loading your Luck..Please Wait
System will wait for matchinganswers from other users
As soon as matches arefound:Users will be informedabout their Serendipityprofile matches for theday via instant updates
Feature #2: serendipity lounge
mesmerizeme.com
Concept: Big 5 Compatibility Matcher
On the basis of a primary survey among 63 young Indians (below the age of30years) in NCR, we found that the top 5 things discussed on a first date were:
Travel | Books | Movies | Cuisine | Music
Our algorithm will solicit information from users on these 5 parameters andmatch profiles on the basis of compatibility in these areas
Big
5 C
ompa
tibi
lity
Step 1: Registration/Sign-up Step 2: Results Spot-check
On Registration/Sign-up, Users will besolicited for information on these 5parameters if they want to use thisfeature
The Big 5 Compatibility MatcherAlgorithm will then create a profilescoreThe score will be indexed in our
database & high compatibilityprofiles will be suggested to the user
Users can also requestspot compatibility checksfor profiles they findinteresting
Feature #3: Big 5 Compatibility Matcher
mesmerizeme.com
Concept: Location based Connect App
Connect feature based on the Location based services concept. Users can downloadour app on their mobile phones or access it by liking it on FacebookIt will use our Connect features (Mesmerize me, Serendipity Lounge and Big 5Compatibility Matcher) to connect people on the basis of their proximity to eachother
mes
mer
ize
me
Step 1 Step 2 Step 3
Users will download the appon their smart phones oraccess it by liking it onFacebook
OR
Users can utilize our connectfeatures:
mesmerize me, Serendipity Loungeor Big 5 Compatibility Matcher
To find matches in their local area
Location: Delhi
Feature #4: location based Connect App
mesmerizeme.com
Feature #5: Credibility Features
Concept: Credibility
The insights from the target group clearly state the need for safety and credibility ofthe other person. To be assured about the trustworthiness of users, our website willprovide the following features
Feature# 1 Feature# 2 Feature# 3
Mobile Number Verification
During sign-up/registration theusers would be authenticatedthrough mobile numberverification to preventmultiple accounts andfraudsters
Iovation Service
To detect & prevent fraudstersand habitual offenders fromharming our reputation we willtie-up with Iovation.
It captures a “digital fingerprint”of each device and establishes aunique device reputation that isstored in it’s shared network(650 million strong)
Active Users Only
Level of activity will be shown onusers’ profiles to differentiateghost users. Profiles which havebeen inactive for 3-6 months willbe shown as Inactive,6-12months as Dormant and morethan an year as Dead
• Active
• Inactive
• Dormant
Activity Status
mesmerizeme.com
Other Features
Profile searching:Basic & Advanced with multiple criterion
Virtual Gift Shop Video Instant Messenger & Video chat SMS Connect
Winks & Pokes Local area search options Mailbox Past profile Views Contact imports Facebook Log-in
Other Features
Users can select from a plethora of relevant profile themes like F1racing, Harry Potter, James Bond, etc. The visual elements for theirprofile & virtual gifts range available for them will be from theirtheme. Men and women with similar interests can also easily connect
through this feature.
Theme based Profile
An end to end dating concierge will provide: Pre-date, Date & Post-date services by planning out thewhole day for customers through our tie-ups with complementary players like salons, beauty parlours,cab services and restaurants.
Dating Concierge
mesmerizeme.com
Mock-Ups: Home Page
mesmerizeme.com
Mock-Ups: Feature #1 mesmerize me
mesmerizeme.com
Mock-Ups: Feature #1 mesmerize me (Details)
Ankit is Loggedin. His Activitystatus is: Active
Navigation Panel
User can post a new sentence or thought and get Mesmerized
User can view the replies to his updates
User can then select the best
reply and connect to that
user
Mesmerize me Panel:
Status lines from other
users would be displayed here.
Profiles of compatible
users would be shown
mesmerizeme.com
Mock-Ups: Feature #2 serendipity lounge
User can use this feature by Answering the
Question of the Day
Once answered the system will
wait for matching answers
mesmerizeme.com
Mock-Ups: Feature #2 serendipity lounge (contd)
As soon as matches become
available users are informed
via Instaupdates
Matching answers along with the users
is displayed with the option to
contact them
mesmerizeme.com
Countdown
Launch
Accelerate
Engage
Invigorate
- 30 DaysAfter 12 Months
Up to 12 months
+ 30 DaysDay 0
Create Intrigue
Use Networks
Create Conversation
Awareness and Trial
Generate Buzz
Print Ads
Viral
Campaign
OOH Media
Launch Bus
Print Ads
Viral campaign
Refer a friend Online
conversations Success
stories
Radio
Celeb
Endorsements
Tie-ups with
restaurants
Radio Wall of Fame Mall
Activations OOH Media
Perennial Online Advertisement
Social Media Marketing
Strategic Tie Ups
Public Relations
Marketing Plan
Word of Mouth
Focu
s M
ed
ium
s
mesmerizeme.com
Phase 1: Countdown
OBJECTIVE: Create intrigue around mesmerize me
Initially, shroud the brand in mystery and keep the audiences guessing as to what services or products are offered
This will help create Intrigue around the brand
Media > Print Ads | Viral Campaign | OOH Media
Newspapers:Times of India, Hindustan Times, Economic Times
Lifestyle Magazines:Cosmopolitan, Outlook, Vogue
Pamphlets:Distributed in specific regions
Behind bills:Movie tickets, Petrol bills, Radio Cab bills
Print Ads
Social Media:FacebookTwitterFour SquareStumble Upon
Viral VideoFunny videos to be released to social media for generating conversations
Viral Campaign
Malls:Posters on ElevatorsHoardings Danglers
StationsBus stopsMetro/Local stations
CabvertisementsMeru cabsQuick cabs
OOH Media
mesmerizeme.com
Phase 1: Countdown (Contd)
What ‘s the new way tomesmerize?
Evolution of Dating
1950s 1980s 2000s 2011
Print Ads Hoardings/Banners
Theme: ‘Can you mesmerize me’To create intrigue about what is mesmerize me
Can be used as bookmarks for Lifestyle magazines
Placed at table tops in coffee shops and malls and restaurants
Behind bills and at major intersections
mesmerizeme.com
Phase 2: Launch
OBJECTIVE: Generate buzz around mesmerize me
Create a bang on Launch Day with spectacular campaigns to get eyeballs And generate conversations around the Brand At the time of launch, questions and intrigue created around mesmerize me would be
answered through a set of ads
Media > Launch Bus | Print Ads | Viral campaign | Online Marketing splash
Launch Bus to be used in select metro cities:Delhi, Mumbai, Bangalore, Pune to grab eyeballs and generate free publicity
Launch Bus
Newspapers:Times of India, Hindustan Times, Economic Times
Pamphlets:Distributed in specific regions
Print Ads
Leverage social media:Release viral videos about mesmerize me and it’s benefits which are humorous and witty
Viral Campaign
Create a splash online on the day of the launch to maximize reach & create awareness Banner ads |Pop-ups | E-mails | Search Engine Optimization | Roll-over ads | Sponsored ad
Online Marketing Splash
mesmerizeme.com
The new era of datingmesmerizeme.com
Evolution of Dating
1950s 1980s 2000s 2011
Phase 2: Launch (Contd)
Theme: ‘mesmerize me’Answer the questions asked during the countdown stage
Used in Print, Online, Viral and Bus campaigns
The objective of the phase is to create awareness and generate buzz
Viral videos and campaigns to create word of mouth
mesmerizeme.com
This Bus will be a party bus, having lots of couples, who will move across the city in it distributing flyers.
Launch Bus: PARTY
Best Couple competition
DJ
Phase 2: Launch (contd)
mesmerizeme.com
Delhi
Stoppages at major hangout places where the couples in the bus will “Date” together
Launch Bus: HANGOUT
PLACES
Select City Mall
Connaught Place
BangaloreMumbai
Palladium Mall
Bandra Market
InOrbit Mall
UB City Mall
Pune
Koregaon Park
FC Road
Phase 2: Launch (contd)
Best couple competition will beheld to encourage people toparticipate
mesmerizeme.com
Phase 3: Accelerate
OBJECTIVE: Create Awareness and Trail for mesmerize me
Create a bang on Launch Day with spectacular campaigns to get eyeballs And generate conversations around the Brand At the time of launch, questions and intrigue created around mesmerize me would be
answered through a set of ads
Media > Radio | Wall of Fame | Mall Activations | OOH Media
Radio slots during peak travelling hours in:
>Delhi, Mumbai, Bangalore, Pune to spread awareness
> 10 sec slots between songs
Radio
Games on social media:Competitions would beorganized on social mediaproperties and winners wouldbe recognized on ‘mesmerizeme’ Wall of Fame
Wall of Fame
Balloons in Malls:Balloons with ‘mesmerize me’ logo would be placed in malls to grab instant attention
Mall Activations
Hoardings in malls would be displayed with ‘Mesmerize me’ campaigns Elevators and Escalators in prominent malls would be used for innovative campaigns
OOH Media
mesmerizeme.com
Phase 3: Accelerate (contd)
Radio Campaign specific opinion leading cities• Delhi, Mumbai, Pune and Bangalore
Target Group : 18 to 30` years
Ideal part of week: Monday to Friday
Radio Partners: Red FM or Radio Mirchi
Radio Campaign
Plan A: “mesmerize me” through Songs
Slots between songs would be used to publicize ‘mesmerize me’
Plan B: “mesmerize me” on Air
Competitions will be organized on radio where one callercan give an incomplete line. Others can respond &complete the line. The best answer selected will win achance to go on a sponsored date with the originalinitiator
Idea: Competitions will be organized onsocial media sites
Incomplete line given every day to users who need to come up with witty or thoughtful ways to complete it
A winner would be announced everydaywho will become part of the Wall of Fameon mesmerizeme.com
Winners will be awarded a 2 week Free Trial Pack to the paid features of the website
Theme: Wall of Fame
mesmerizeme.com
Balloons with ‘mesmerizeme.com’ stickers will be placed in hangout places for couples, in malls
Mall Activations: Balloons in Malls
Phase 3: Accelerate (contd)
mesmerizeme.com
Phase 4: Engage
OBJECTIVE: Create conversations around mesmerize me
After sustained campaigns to create awareness and promoting trials Create specific campaigns to create conversations around the brand Embed topics in the Social Media to initiate conversations and monitor them
Media > Radio | Celeb Endorsements | Tie-ups with restaurants
Continue running the campaign launched in the previous phase
Radio
BTL activity in Malls/major markets:
Campaign to engage theaudience in meaningfulconversations with celebsengaged by ‘mesmerize me’ atmajor malls and markets
Celeb Endorsements
Tie-ups with key restaurants/coffee shops:Tie-up with key chains like Pizza Hut, Costa Coffee, Café Coffee day to leverage their reach
Tie-ups
mesmerizeme.com
Idea:BTL activity in malls where celebrities
(eg. Gul Panag) will write an incompleteline on mesmerize me’s branded hugeboards.
And participants will be invited tocomplete the line and “Mesmerize Her”.The best replies selected will get achance to have a date with the celebrity
Theme : “Mesmerize over Coffee”
Idea:Certain featured profiles of the website wouldbe put up in the prominent coffee shops likeBarista, CCD, Gloria Jeans etc.
Along with a white board where incompletelines would be written. The patrons of thesejoints can complete the lines and best answerwill get a chance to win a sponsored datewith the featured profile at the same place
Phase 4: Engage (Contd)
Mesmerize the Celebrity Mesmerize Over Coffee
mesmerizeme.com
Phase 5: Invigorate
OBJECTIVE: Use Networks and word of mouth to create mass appeal for mesmerize me
Leverage networks of existing users – referrals Create and focus on positive Word of mouth of existing users to create a mass appeal
Media > Online Referrals | Publicized Success stories | Sustained Conversations
Theme: Referral System
Idea:Users who refer our website to their friends & acquaintances would be given bonus pointsto spend on our paid services. Thus, create incentives apart from a great product togenerate user referrals
Referral System
Theme: Referral SystemIdea:Use the success stories of our website and how it helped connect soul mates using PR onmedia like: Website, Affiliates, Sponsored Ads, and magazines like HT Brunch, Cosmopolitan
This would help in the purposes of establishing our credibility & would remove the taboo ofonline dating and generate word of mouth
Success Stories
mesmerizeme.com
Monetization
And of course: Google Adsense
mesmerizeme.com
Facebook users in India in the age group 18-30 years(Nov 2011)
Single (a) 7.8 million
Undisclosed relationship status(b) 10.3 million
Total(a+b) 18.1 million
Assumptions:Optimistic estimates: a)3% of Target group on FB use memerizeme.com during first year b)6 % use mesmerizeme.com during second year
c)Singles and All people with undisclosed relationship are included
Moderate estimates: a)2% of Target group on FB use memerizeme.com during first year b)4 % use mesmerizeme.com during second year a
c)Singles and Half the people with undisclosed relationship are included
Conservative estimatesa)1% of Target group on FB use memerizeme.com during first year b)2 % use mesmerizeme.com during second year
c) Only singles are included
Facebook is currently adding around 2 million users / month in India)
Assumptions used for Monetization
mesmerizeme.com
Feature Free Premium
mesmerize me Up to 5 usages unlimited
Serendipity lounge Up to 5 usages unlimited
Big 5 Compatibility Matcher No unlimited
Location Based Connect App No unlimited
Theme Based Profile No unlimited
Dating Concierge No unlimited
Advanced Profile searching ,Virtual Gift Shop, Video
Instant Messenger & Video chat, SMS Connect, Winks &
Pokes
No unlimited
Price/year Free Rs. 3000
Monetization#1: FREEMIUM MODEL
Basic Features available to all users while the following features available only to
premium users
• 10% of mesmerizeme.com users will go for premium accounts(Industry average)
• Price would be increased by 10% in the second year
• NPV Values are for two years
Optimistic Estimate
NPV: Rs.74.93 croreModerate Estimate:
NPV: Rs. 35.74 croreConservative Estimate:
NPV: Rs. 10.76 crore
mesmerizeme.com
Monetization#2: DATING CONCIERGE
Customer chooses services and pays per transaction
to mesmerizeme.com
Customer gets a coupon of a scheme or discount
for the service used
Concierge of services like flowers, cabs and restaurants
1
2
• Price charged/transaction : 10% of transaction amount• Average size of transaction : Rs. 500• Only 10% of premium mesmerizeme.com users will use
this service and frequency of every second month• NPV Values are for two years
Optimistic Estimate: NPV: Rs. 69.6 lakh
Moderate Estimate: NPV: Rs.33.19 lakh
Conservative Estimate: NPV: 9.99 lakh
mesmerizeme.com
Monetization#3: DATE ASSIST & ADVERTISE
Expert advice to build attractive profileHelp to present yourself in a better way usinghelp from dating experts. Increase the chances toimpress
Advertise your profile and make itFeature in more searchesHelp to reach more prospects and increase thechances of interaction
• Price charged : Rs. 1000/year• Price will be increased by 10% every year• Assuming 5% of premium mesmerize me users will go
for this service• NPV Values are for two years
Optimistic Estimate: NPV: Rs. 1.24 crore
Moderate Estimate: NPV: Rs. 59.5 lakh
Conservative Estimate: NPV: Rs.17.94 lakh
mesmerizeme.com
And Obviously Google AdSense
Google Ad Sense is a free program that empowers online publishers to earn revenue by displaying relevant ads on a wide variety of online content
•Average revenue estimate : .40 $ / click•Assuming revenues only from premium users and a frequency of one click per month•NPV Values are for two years
Optimistic Estimate: NPV: Rs. 5.56 crore
Moderate Estimate: NPV: Rs. 2.65 crore
Conservative Estimate: NPV: Rs. 79.9 lakh
Excel Calculations for Monetization Models
mesmerizeme.com
Organization structure
Managing Director
Director of
Finance
Accounting manager
1
Director of Engineering & Research
Engineering
Team
9
Product manager
2
Design Team
3
Testing
Team
2
Research
Team
2
Director of Marketing
Sales Manager
1
Marketing Manager
1
HR Head
HR Manager
1
Support Head
System Admin
1
Network Admin
1
Help Desk
2
mesmerizeme.com
Profit & Loss Statement for 4 years
Rs. Lakhs
Year 2012 2013 2014 2015
Sales 859 3379 7754 14017
Salary 309.2 1351.6 3101.6 5606.8
Gen. Administration 120.3 405.48 852.94 1401.7
Sales & Marketing 223.3 574.43 1163.1 2102.55
Engineering and R&D 85.9 270.32 542.78 911.105
Support 68.72 236.53 465.24 841.02
Misc. 34.36 101.37 232.62 420.51
Depreciation 25.77 84.475 21.475 21.475
Net profit -8.59 354.795 1374.2 2711.84
mesmerizeme.com
Thank You