1. Pikturewale
Achintya Gupta | Varun Parwal | Rama Aditya Akella | Puneet Gupta
Indian School of Business

2. Context

3. 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)

4. 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)

5. 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

6. Stakeholders and their unmet needs
Content Viewer Content creator Content promoter
[Current consumers [movie [production
of short films on makers, students of house, local brands
YouTube, enthusiasts movie making] looking for ads /
and their friends]  They want their videos]
 Interested in creation to beseen moviechannels onto get
Short They want YouTube
watching short by lots of people on best talent for
like College Humor Show and Q -
movie content but a relevant platform get millions of hitsad
tiyapa their movie /
feel it is not easy to production
 They want to  Enormous amount want best is
They of content
find artists on connect to like created by artists, art their
YouTube content for
minded people students, ad film makers,/ movies
promotions niche

7. What we learnt from our primary research
[with content creators]
‚ The industry needs ‚There is definitely a
such a platform to demand for shorts
promote budding films not just in India
artists. But then you but globally. There
need to ask yourself are properties like
why will someone ‘culture unplugged’
put content here‛ and ‘karmatube’ in
-Ayush Rajvanshi short movie market.
(short film maker) -Nitin Das
(Short film maker)
Key Insights
There is definitely a need and demand for such a property in short movie
space
The 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

8. Product

9. 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

10. Pikturewale for web
 Users can come to
the site to enjoy free
and uninterrupted
content (no ads)
They can choose the
genre
[humor, , animation, a
ds, regional] and best
content would be
recommended to
them
Profiles, forums
and connections to

11. 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

12. 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

13. Stakeholders and how the platform impacts
their life
Content Viewers Content creator Content promoter
[production
 Now they gets to  Gets a community of house, brands
enjoy the best short likeminded and looking for ads]
films based on passionate people to
recommendations showcase talent
 Short movie  Gets a platform
channels on YouTube
from community and where he can find
like College Humor Show and Q -
the type of content  Gets to support his
tiyapa get millions of hits best
talent, get the
they want future projects [ upcoming movie
more in upcoming makers for future
 Enormous amount of content is
Their experience is slides on created by artists, movies and
ads / art
not interrupted by ‘Pikturewale students, ad film makers, niche
launch contest to

14. How will Pikturewale
make money?
 Pikturewale
projects
1. 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

15. 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

16. marketing
How are we managers say
different from about
YouTube / Vimeo Pikturewalle
‚ As a marketing manager, , I will
 Niche – focused at short
movie format
projects
definitely be interested in such a
platform that can give me new ideas
and talent. Brands have smaller
Community – focused at budgets for local promotions and
connecting like minded such platforms can be tried there.
movie enthusiasts Moreover , a brand typically spends
30 lakh – 1 crore on ads / videos.
Artists and ideas recruited from
Specialized – focused at
here will be way more economic‛
getting artists as content ‚This is surely a good idea. Even
- Neetika Chaudhari ( ex – brand
creators though creating campaigns through
director , global fast food major)
crowdsourcing is a novel concept in
 No ads – focused at movie India, as long as you can create
quality internet campaign material
watching as an experience with minimal effort from the
client’s side, the idea has tremendous
potential‛

17. Marketing and distribution for Pikturewale

18. Target segments
Content Viewer Content creator Content
Promoter
Net savvy Young ambitious film
Who are appreciators of makers who want to Brands, local
they? video content who use digital businesses
currently go to technologies to , production houses
YouTube, Vimeo for showcase their looking for new /
watching short content and connect fresh campaign ideas
movies but are with like-minded and talented movie
looking for better  Short movie channels on YouTube
people makers
Adoption content like College Humor Show and Q -
curve tiyapa get millions of hits
Mix of Mix of
Where to Mix of innovators, early
 Enormous amount of content is
innovators, early
find them? innovators, early adopters and late
created by artists, art and late
adopters
adopters and late adopters adopters
students, ad film makers, niche

19. Marketing mix
Product Price Place Promotion
Short movie Site is free for Content posting and Phase 1 (Month 1-6):
broadcasting viewers to view viewing available Awareness -
platform that helps content and free for free of cost on Promotion focused
movie makers creators to post web, iOS and on building
showcase their content. There will Android devices awareness and trial
creations and movie be no ad
lovers discover the interruptions either.
best content Plans to partner Phase 2 (month 7-12):
Brand will pay Rs. with reputed local Engagement – Focus on
Builds a community 5000 to register films festivals to generating repeat
of short movie their projects and screen popular visits, recommendati
lovers and Rs. 10000 on flicks on ons, word of mouth
facilitates connect selection of idea [on pikturewale.com to and conversations
between like minded top on reward their festival

20. 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.

21. Financial model

22. Rolling out the marketing
Awareness ( 1-6
plan
Engage ( 7-12 Monetize ( 13-24
month)
Focus exclusively on month)
Once we have started month)
Post building a strong
building awareness receiving content for user base, focus on
through the site, shift focus to attracting brands to
College competitions connecting with users harness the creative
(college, city & national Community screenings power of our platform
level competitions) Run feature programs on Position as a highly
Online ads celebrated artists creative, cost-effective
Develop compatible apps Engage users through advertising platform
across platforms Facebook, LinkedIn and Provide free competition
Server and hosting other social forums hosting service to ad
Maintenance and support makers, creative agencies
and brands
Marketing
B2B advertising
Business Development

23. The platform has strong ROI
potential – our ROI analysis
•We expect an initial investment of INR25 million
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
in INR unless otherwise mentionede Year 1 Year 2 Year 3 Year 4 Year 5
Total •Provide consultancy services to the brands in setting up problem98,250,000
Revenue generated 1,187,500 6,312,500 26,446,875 59,500,000
Cost breakdown
statements for a fee
Cost of sales 3,225,000 2,150,000 2,475,000 3,037,500 3,948,750
•Provide access to premium listings and 166%
Sales & marketing costs
--- % of total revenue
5,074,531
promotional services for42,969,600
10,487,266 20,019,465
76%
31,166,117
52% an44%
additional fee
R&D costs
--- % of total revenue
315,625
5%
2,644,688
10%
8,925,000
15%
19,650,000
20%
Miscellaneous costs 1,659,906 2,211,521 3,374,170 3,420,362 3,518,876
Total 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%
See detailed financial model here

24. Challenges

25. Challenges
Seamless Streaming
How to build a seamless streaming experience for consumers
with limited internet bandwidth
Seeding
The initial content creator will want audience, the initial
audience will want content creators
Differentiation
From 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