Directi Case Study Contest 2010 submission by Team Aspirers from IIMB

1. Directi Case Study Competition
Team Aspirers, IIM Bangalore
catchme.com
Case for an Indian Location based Network
1

2. Name Phone No. Email ID
Chandan Kumar Behera 9986589322 Chandan.behera09@iimb.ernet.in
Isha Dhiman 9739004984 Isha.dhiman09@iimb.ernet.in
Nitin K V 9886358730 Nitin.v09@iimb.ernet.in
Vikas Hinger 9986435067 Vikas.hinger09@iimb.ernet.in
catchme.com – an Indian Location Based Social Network
Team Aspirers, IIM Bangalore
2

3. Table of Contents
Introduction to Location Based Social Networks
Key Success Factors
Scope of LBSN in India
Target Segment - Characteristics
Our offering: catchme.com
Must Haves for a LBSN
Dazzlers – Creative uses of LBSN
Marketing Campaign
Phase 1: Initial Rollout
Phase 2: Growing the Network
Phase 3: Building the brand
Monetization
Well Known Monetization Methods
Innovative Methods of Monetization
Implementation Plan to roll out catchme.com
References
Viral Marketing for a Social Network
3

4. LBSN- Dynamic Social Networking
Social Networks
Geographic Location
Location Based Social Networking
 LBSN is a social network services where people can track & share location related
information on an instantaneous basis
 A transition from virtual world of social networking to pleasant real-life experiences
sharing
 User Location tracked by positioning techniques e.g. GPS Logger, smart phones, etc.
4

5. LBSN: An Exciting Experience
Surprise your friends by meeting
him when he is shopping in a store
Get information about local route,
shop location, tourist places, etc.
Updates about store discount
when you are at a nearby area
Fun activities that you do on the move
e.g. Location based games
5

6. LBS Networks
Location Based
Social Network
Active users* Benefits to Users Opportunities for Business
Owners
2 million • Both connect and compete
• User tips and reviews
• Classification of users:
‘Mayors’ (based on number
of check-ins
• Informative content &
instant brand insights
• Create a own location page
• Access detailed analytics
• Create Specials (Offers):
count-based specials,
frequency-based specials and
wild card specials
340,000 • Check in at various
locations: leave & exchange
items
•Upload tips, photographs &
comments
• High Focus on the game
aspect
• Link several locations in the
city together as ‘trips’
•No advertising
• Promote certain locations as a
part of sponsored trips with
recommended stops
• Add their business as a ‘Spot’
& update misinformation if any
* Data as of July 2010, Source: Anvil Media Inc. 6

7. LBS Networks
Location Based
Social Network
Active
users*
Benefits to Users Opportunities for Business
Owners
2.1 million • Primarily as an online
monopoly game -purchase
locations, collect rent
• Users own your business
• Fun is the top priority – does not depend on check-ins
4 million • Find reviews and
information, leave tips after
visit
• Upload photos and
comments
• Loopt Star: A game where
users are rewarded for
completing certain tasks and
challenges
• Classification of users: ‘Boss’
• Access User Data
• Promote brand with
advertisements
• Create interactive
challenges for users with
rewards on Loopt Star
2 million • Personal customized feel –
User Profile
• Comment, Like/Dislike posts
• Send unlimited SMS
• Targeted advertisement by
location, age. Activity,
weather, etc
• Access to statistical data
* Data as of July 2010, Source: Anvil Media Inc.
7

8. Putting them all together
NatureofBenefitsOfferedtoUsers
Number of Active Users
2 million 4 million1 million 3 million
Intangible Benefits Intangible Benefits
Tangible BenefitsTangible Benefits
8

9. Key Success Factors (KSF’s)
Four
Square
Gowalla My Town Loopt Bright Kite
User Factors
Informative content - Tips
Ability to attract consumers:
games, competitions, incentives
Express yourself – Tips, comments
City Guide
Personalization
Business Owners Factors
Connect users & business owners
(personable & conversational way)
Provide analytics about user
activity to businesses
Advertisements
* Data as of July 2010, Source: Anvil Media Inc.
What makes a LBSN successful?
LowHigh MediumMust Have KSF’s
9

10. Scope of LBSN
In India
10

11. Internet & Mobile Users in India
 Fastest growing mobile market
 635 million mobile users by June,
2010
 Household possession of mobile
phones in 2009 was 18.4%, up from
4.1% in 2004
 In 2009 mobile revenues
contributed 75.8% of overall telecoms
revenues up from a figure of 34.0%. In
2004
71 million Internet users in 2009; up
by 20% from 57 million in 2008
 52 Million “active” users ; 40 million
urban and 12 million rural users
 School & College students
contribute to more than 44% of all
Internet usage
11

12. Mobile Internet Usage in India
11%
35%
33%
10%
7%
4%
Distribution of
Mobile Internet Users
school going kids
college going students
young men
older men
working women
non-working women
68% of mobile internet users
are young men & college
going students !!
Around 63 million urban Indians
accessed Internet using their mobile
phone in February, 2009
 16 million urban Indians access Internet
on their phone almost on a daily basis
 Mobile internet subscribers in India is
estimated to be 260 mn by 2015
51% of people access internet for
entertainment that includes
music, videos, chat & social
networking sites
12

13. Growing Popularity of Social Networking Sites in India
 7th largest market worldwide for social
networking
 More than 33 million Internet users visited
social networking sites in July, 2010
 social network site visitors grew at a rate
of 43% over last year
 Top 3 social networking sites are:
Facebook, Twitter & Orkut
 89 % of the 15-25 year olds access a social
networking site everyday
 60 % of them spend at least half an hour on
social networking each day
 30% of India’s youth access networking
sites from their mobile phones
Facebook Orkut Tweeter
7.5
17.2
0.98
20.9 19.9
3.3
SubscriberBase
(in million)
Jul,09 Jul,10
Indian Youth
segment in 15-
25 age group is
the most
promising
segment
13

14. LSBN Target User Characteristic
Early adopters of
technology
Loves to keep in touch
with friends
Social Networking
Activities: Pictures,
Comments,
conversations, music
Talks about entertainment,
fashion & current affairs
Looks to his network
first for advice and tips
rather than going for
ads
Needs accessibility,
prefers access
anywhere, anytime
Who is our Target User?
• 15-25 year old: primary focus
• Educated, Social, Extrovert
• Is more active, travels and socializes
• Is tech savvy, fond of gadgets
• Uses mobile VAS like internet
14

15. Introducing Catchme.com
15

16. Our Product Offering
Tell the world-Where you are
Gift for your
friend
Ask your
Question
Travelogue
•Leopold Cafe1
•UB city2
•Inorbit3
•The Delhi Durbar4
•India vs Pak(8/11)5
TOP 5
Catch Me
•The first Location Based social Networking Website in India
•Just download the application to your mobile and get started…
•Check-in to various places through your phone
Innovative
Features
•Future Check-Ins
•Travelogue
•Memoirs
•Gifts
16

17. MUST HAVEs for catchme.com - Features
LBS features
Navigation
Information
Tracking
Advertisement
Leisure
Games
Direction
Car Parking
Indoor Routing
Traffic Mgmt
Infotainment Travel & Tourist
Travel Planner Yellow pages
Shopping
People/Vehicle Tracking
Product Tracking
Banners
Games
Videos
Relevant Ads
Buddy finder
Instant
Messaging
Trivia Commenting
Tips by users
Mobile Games
Geocaching
Check-ins =
Discounts
Ownership of
Venues
Incentives for leaving
tips
Incentives can be
virtual
Own Profile
Photos and videos
Friend lists
17

18. MUST HAVEs for catchme.com
Technological Infrastructure
Interface to access: Mobile, PDAs, Laptops etc.
Mobile network to transfers data between mobile terminal and service provider.
Positioning component by GPS or mobile communication network
Service request Processing for specific location based requests
Data and content provider base to store geographical data
18

19. Dazzlers!!
19

20. Dazzler No.1: Future Check-ins
What else you can do with it?
• A way for you to convey to
your friends where you will
be in the near future
• Acts also as a to-do list for
yourself
• Co-ordinate your activities
with that of your friends
• Plan trips, meetings, get-
togethers and dates
• Let the hosts know you will
be coming
Check-in is a feature to
update your present
location
Profile history gives details
of past check-ins
The gap is that, there is no
option to allow you to plan
your future check-ins
Some Interesting Ideas future
check-in makes possible
Events in the city:
List activities or
events in each city
with their venues and
timings; Let people
check –in for the
event letting others
know they will be
there for the event
Group buying:
Co-ordinate with
other people who
want to buy the same
thing, to get together
at the shop at a
particular time. Get
bulk discounts!!
Movies, Discos or
games:
Sit next to your friend
at the movie, dance
with your crush, or
cheer a game with
fellow fans. Only with
future check-ins
How it
will
work?
You select
the venue as
usual
The venue
will be one
you plan to
visit in the
nest week
An option
for “plan to
check in”
When
clicked you
prompts for
date and
time
Optional to
mention
time and
date
Automaticall
y adds it to
your to-do
list
20

21. Incorporating
the fun
element
Extending user
base
Providing Real
worth to the
customer
Positive
association
with the brand
Revenue from
the brand of
the Virtual Gift
User(Birthday/annive
rsary) visits a
store/place/shopping
mall
Friend of
user(another xx user)
check-ins
Requests the gift for
the Birthday/
anniversary to the
shop
Gift presented to the
first user as a surprise
Dazzler No.2: Real and Virtual Gifts
Users can send virtual
gifts to any other user
in CatchMe
Can choose from a
range of options of
various brands
Increases the binding
between friends
Will be used heavily
during festive
seasons- Valentines’
Diwali etc
21

22. Dazzler No.3: Trivia Corner; Everybody loves questions
•Deals with trivia questions, multiple choice
•You pose questions to others
•You answer other’s questions
•The questions can be anything related to the location;
Trivia, décor, people, guess other’s interests and activities
What
it is?
•I check-in at my favourite location and see what questions
others have put up, answer them and earn points
•I pose my own question, either as a single question, or
series of questions at different levels
•Next user answers my questions and gets points for it
How it
works?
• It’s a peer to peer thing, helps you network with other
users who like the venue as much as you do
• Makes visiting the place fun – everybody likes to think
they know a lot about the place they visit often
• Interactive; Can become the thing people do as soon
as they check-in
• Addictive as a game, since you want to improve your
scores, and you can build up on it subsequently.
• Has the element of challenge to motivate people
Why it
will
work?
Treasure Hunt
Instead of a single question, I make
different levels with a question at each
level
User answers question, gets points as
usual, but advances to next level
Keeps on unlocking different levels –
max. no. of levels =10
After crossing the final level, user gets a
treasure from me
Treasure might be some of my points,
one of my badges, recognition or if it is a
girl making the questions, her phone no.!!
22

23. Dazzler No.4: The TOP 5 this month
• Leopold Cafe1
• UB city2
• Inorbit3
• The Delhi
Durbar4
• India vs
Pak(8/11)5
• Top 5 places/ events will be listed
on the main page of the website and
check-in page of Catch Me
• Based on users’ liking and disliking
• Businesses will also be paying to
keep their name in the Top 5
• Intangible benefits to the user,
since he only gets to know the top
hangout places in the city
• Tangible benefits to the
businesses, since getting into this list
will be a major boost for that
business
23

24. TRAVELOGUE
Only
about
one
location
Too much
text
Expert
Articles
boring
Need to start
at 5 am for
Palakkad Beach
Munnar lake :
Boating is
especially good
in Oct
Kolam beach is
awesome
A ‘trip’ where you can
share experience about
a place with pictures,
tips etc.
Highlight and visualize
the important
information
Make your own
personal TRAVEL
DIARY
Interactive/ visual way
to see travel info
Your memoirs, others
convenience
What is Travelogue?
Dazzler No.5: Travelogue
24

25. I want to buy
only two jeans
@ Mega Mart
I shout for
someone else
wants to buy
two jeans too
Everyone who
is checked in
@ Mega Mart
gets the
message
Someone
willing to buy
2 jeans
responds
I get my 2
jeans for
the price
of one
Chandan: Jeans Buy 2
get 2 free. I wanna buy 2.
Anybody else wanna but
the other 2?
Vikas: Ya.. I would like
to.. Where r u in the
store?
This feature can facilitate
other kinds of
interactions:
•People shopping for
shoes can get real time
advice from someone
who just bought the
shoes
•They need not just rely
on tips left by people
earlier but can get real
time advice specific to
their questions
Dazzler No.6: On the spot networking
25

26. Dazzler No.7: Memoirs and Memories
Location
based
Check in
Micro
blogging
Pictures
and videos
Personal
Diary
Memoirs
on your
social
network
• Check in at a location
• Go to the memoirs tab and micro-blog about the things that you did at that location
• All entries will be sorted against date and location
• Not only micro-blog but also add photos, videos and the like for your own private journal
How does
it work?
• It lets you keep a journal on the go, which makes maintaining a journal even easier
• The journal can be entirely private or it can be shared with optional disclosure of time & location
• You can filter and browse through it either by date, location or tags
• Lets you etch your memories as and when they happen
What
does it let
you do?
• As my own personal diary of what all I did
• I can filter all entries within a period of 2 months and browse through what I did where in my
summer vacations at my leisure
• Store the favourite memories and remember the occasion and location
• Get together with my friends over the weekend and update them on what I did during the week
• Never forget the name of the girl with whom you went to Hard Rock café last year
What all
can I use
it for?
26

27. Rahul Sharma
It was a Quite useful info
Rahul Sharma
Kormangala, Bangalore
Likes Dancing, Soccer
TIP
Shoppers Stop, Bannerghatta is a great place
to shop for shoes!!
Dazzler No.8: Thanks and Groans
One user can thank or groan at
another users TIPS/COMMENTS
• Incentivizes people to leave tips
• Helps identify people who write good
tips
• Makes the person famous, can be the
“Solution Man”
27

28. Dazzler No.9: The Maze Game
Location
based Check
in
Search for
nearby
friends &
their location
Solve a maze
A
personalized
hide n seek
game
• Check in at a location
• Go to the Maze tab and see where your nearby friends are. Select one of them
• A maze pops up between your physical location and his location which needs to be
solved within a specified time
• The user can score points which are aggregated as the user plays the maze game
again and again
How
does it
work?
• Based on the cumulative performance of the user, he/she is labeled differently –
novice, solver, qualified and skilled
• The user with the maximum points among the friends shall bear the title of ‘Path
Finder’
What
do you
get?
28

29. Benefits
Strategy Pure user to user
TangibleIntangible
Summary of all the Dazzlers
Future Check in
Travelogue
Thanks and Groans
Includes 3rd parties
(Business Owners)
Memoirs
On the spot networking
Bolt from the Blue
Trivia Corner
What we infer?
People accept intangible benefits for helping peers, but
expect tangible benefits deal when dealing with businesses
Top 5 places of the month
Maze Game
29

30. Marketing
30

31. Marketing Campaign Summary
Phases
Initial
Roll-out
Growing the
network
Building the
Brand
Focus Awareness
Inciting
preference
and action
Cultivating
loyalty
No. of users
Less than
10k
Between
10k to 100k
More than
100k
Primary
Medium
Offline, PR
and Social
Media
Social Media,
Affiliate Mktg
Social Media,
Affiliate Mktg
Marketing
Cost
Higher, for
offline
advertising
Lesser due to
it being
mostly online
Even lesser due
to revenues
from affiliates
Timeline
In the
first year
Second
year to
third year
From third
year
onwards 31

32. New concept,
New website
People need
to be
educated
about LBSN
Website’s
visibility to be
maximum
Short span but
frequent
advertising
required
initially
Customer
should
associate LBSN
and Catchme
directly
Offline Advertising Strategies
1 Multiplexes Small ads just before the movie screening
2 Elevators Posters in malls as well as corporate offices’ lifts
3 Airplanes On the back of each seat for greater visibility
4 Taxi/Auto/Buses Short and quick interesting messages can be conveyed
5 Important places Some tourist places and popular hangouts
1 2 3
4
4 5
Phase 1 Less than 10000 users
32

33. 1. Blitzkrieg Campaign
• Create an online presence in all major internet
websites
• Increase following and membership in the
social networking pages
• Introduce LBSN topic in forums and
communities
Online Advertising Strategies
2. Videos on Youtube
• Awareness about the social networking
avenues in India
• LBSN videos with special focus on CatchMe
• CatchMe features and usage related videos
3. Online Games
• Introduce Treasure hunt game on facebook
page of the company
• Small games like online version of capture the
flagon the website of CatchMe
4. Tap Address Books
• Invite new user to add his contacts from Gmail,
Facebook, Linkedin, Twitter and Flickr
PR Advertising Strategies
1. “Capture the Flag “
2. Radio Advertising
• Capture the Flag game in each metropolitan
city
• Flags placed in actual physical locations
• Users have to collect the maximum number of
flags in a day
• Increased awareness throughout the city
Location
based
radio
contests
Catchy one
liners like
given in ad
examples
Promote
using
location
based songs
Phase 1 Less than 10000 users
33

34. Some creative Ads to use in the media.. 
What did Neil Armstrong
do when he landed at
the moon?
He checked in at
“the moon” in
catchme.com
Venue Mt. Everest
No. of check-ins 4100
Mayor Apa Sherpa
Want to network from your
venue?
Log in @
catchme.com
34

35. Affiliate Marketing
catchme.com
Consumer
McD, Barista,
CCD
Gives discount
to customers
Consumer visits
them more often
McDonald’s reaches 0.5mn customers each day, Barista
claims 18% of their customers visit daily, CCD has 969
stores across India as of date.
With partners of such huge reach, providing venues
which are very suitable for LBSN, it will reach the right
customer, at the right time and the right place. They will
benefit once we reach critical mass since we have
customer data and behaviour and are also in a position to
influence them.
Other potential Affiliates
Mobile Handset
Stores:
Initially advertise in
mobile handset
stores through
posters, since most
of the applications
are loaded with the
help of the store or
right after purchase.
Mobile stores are
also the places
where people check
out what’s new in
the market.
Messages get higher
attention, repetition
and hence
retention.
Tourist Places,
Buses:
The tourist
destinations are
places people would
like to check in to
show where they
have been, and
people who access
net on tours are
mostly mobile
internet users which
is our target group.
They have sufficient
time and leisure
during tours to take
notice and take
action to download
the app and try it
out.
Phase 2 10,000 to 100,000 users
35

36. Online
Affiliate
Marketing/
Social Media
Marketing
Extensive affiliation needed. Affiliate with major networking sites in India
and leave links and RSS feeds for people to subscribe to in these sites
Online affiliate marketing is well established. Our USP would be being location
based and being able to connect with all types of networks: blogs, networking sites,
review sites, online gaming, forums, e-auction sites and such.
Phase 2 10,000 to 100,000 users
36

37. • Collaborate with mobile phone
manufacturers/stores
• Make CatchMe a default
application
• Boost advertising in Mobile stores
like Nokia Priority , Apple iStore
etc
• Stores will be added as check-in
locations on CatchMe
Mobile
Stores
• Offers like Buy to get Two in
places like Shoppers Stop and Big
Bazaars as explained
• Can give exclusive offers to Loyal
visitors of places like CCD, McD
• Travel merchandize for
Globetrotters – Titan fasttrack
,VIP, Reebok
Exclusive
Offers
Partnerships
Catch Me!!
CatchMe!!
collection
All Mayors @
CatchMe get
5% discount on
all CCD outlets
Phase 3 More than 100,000 users
37

38. Affiliate Marketing Social Media Marketing
Online marketing at full speed ahead. Create
pull for catchme.com instead of us pushing the
brand through increased user base
Collaborate with websites like Facebook,
twitter, flicker – mutual advertising, provide
links to catchme.com profile on profile of
these websites
Sponsored search in Google- related to LBSN,
CatchMe and social networking in India
CatchMe ads in Travel sites, tourism websites-
their venues as check-ins in CatchMe
Partnerships with local info sites like
asklaila.com, buzzintown.com, burrp.com
Loyalty programs – Highest check-ins, most
active users
Award status of “Globetrotter of the day” to
maximum no of different check-ins a day
“Sponsored trips “within city to a group of
loyal users
APIs be freely available for extension
People allowed to build on games, and
further add-ins
Phase 3 More than 100,000 users
38

39. Viral Marketing
Give away products for free or at an discount
Provide for effortless transfer to others
Scales easily from small to very large
Exploits common motivations and behaviors
Utilizes existing communication networks
Takes advantage of others resources
Essential Components of a Viral Marketing Campaign
39

40. Viral Marketing – Inherent nature of dazzlers
Future Check-ins
Travelogue
Memoirs &
Memories
Thanks & Groans
On the Spot
Networking
Bolt from the blue
Trivia Corner
Maximize
Word of
Mouth
High
Network
Value
Intention to
recommend
Increase
the
number
of active
users
Free/
Discounted
Products
Effortless
Transfer to
others
Scalability
Exploits
common
motivations &
behaviors
Utilize
existing
networks
Taking
advantage of
other
resources
The dazzlers exploit user’s common motivations & behaviors and can be transferred
effortlessly
Top 5 Venues
The Maze Game
40

41. Viral Marketing – Marketing campaign
Maximize
Word of
Mouth
High
Network
Value
Intention to
recommend
Increase
the
number
of active
users
Free/
Discounted
Products
Effortless
Transfer to
others
Scalability
Exploits
common
motivations &
behaviors
Utilize
existing
networks
Taking
advantage of
other
resources
Advertising in
airplanes, multiplexes
Advertising in popular
spots, office areas
Presence on
popular websites
You Tube Videos
Online games
Radio Advertising
Capture the flag –
Offline game
Affiliate Marketing
The marketing campaign utilizes existing networks and are scalable 41

42. Viral Marketing
Give away products for free or at an discount
Provide for effortless transfer to others
Scales easily from small to very large
Exploits common motivations and behaviors
Utilizes existing communication networks
Takes advantage of others resources
Dazzlers
Marketing
Campaign
A set of
complimentary
features that leads
to a
comprehensive
viral marketing
strategy
42

43. Monetization
43

44. Distinction Between Users & Customers
CUSTOMER
A customer is a person
who provides you with
income.
USER
A person
USER
An user is a person who
gets hooked to your site
as he receives some
value back e.g.
information, fun,
socialization, etc
Challenge is
How to
convert an
user to a
customer ??
44

45. Exploring Monetizing Options
Charge other companies for
advertising in your site.
A definite option for
catchme.com
Charge the users for
using your site
Not an option as it will lead to
loss of consumer base
Charging the customers
a part of their
transaction.
A possible option for
future
“clip of the sale” –
a percentage for enabling
transactions to take place
A viable option for
catchme.com
45

46. •Advertising of various
brands, products and
places can be done on
the website
•Will generate revenue
from B2B players
•For this, PPC (pay per
click) revenue model can
be used
•Focus should be on
contextual adds
Known Monetization Strategies
Advertising
46

47. Monetization strategies
Virtual Goods
•Add virtual goods on the website
•Users can purchase them while playing online games like in
Capture the Flag contest
•Fun stuff like eyewear, watches, bikes, shoes, waterflask,
jerseys etc
•These virtual goods will be of some brands like Titan
fasttrack, Reebok, Bajaj Pulsar etc
•Can gain revenue from these B2B customers to promote their
brands
•This can promote the usage of “virtual Money” which is again
a vsource ofrevenue. 47

48. Merchandising of real life
products
•Products can be sold online as well
as through mobiles
•CatchMe merchandize available at
reduced prices initially
•Further with the popularity of the
site the prices can be increased
•These products can be picked up
from any select venues on CatchMe
like CCDs, McDs etc
Event Management
•Can collaborate with various
important events in the city
•Can give customized messages to
users in the vicinity about those
events
• Can share revenue generated by
ticket selling of the event
Events can be anything like Cricket
Matches, Fashion shows or plays
Monetization strategies
48

49. Market Intelligence
•Revenue can be generated by selling
feedback, psychographic &
demographic information
•Market Research and advertising
firms like AC Neilson , O&M can be
partnered with
•Reviews/Feedback about certain
places like malls, multiplexes, hotels
and restaurants can be provided
•Data can be gathered through
community discussions or selection
of ‘virtual goods’
‘Top 5’ places
•Revenue from important places in
the city like restaurants pubs and
other hangout places
•Users also will get the most
frequently visited places
• This will be a kind of B2B revenue
from the Top 5 places
•Important places/venues can also
bid for the Top slot
Monetization strategies
49

50. FINANCIAL PROJECTIONS
As is evident from the financial projections, the company can Breakeven in 5 years
0.37 0.68
1.25
3.32
12.84
1.71 1.96 2.18
3.21
6.48
-1.34 -1.28 -0.92 0.11
6.36
-4
-2
0
2
4
6
8
10
12
14
1 2 3 4 5
Rupees(inmillion)
Revenue Cost Profit
Years
50

51. FINANCIAL PROJECTIONS- The Break Up
Revenue Break Up Cost Break Up
The Break-Up of the Revenue and Costs is according to Year 5 as
we need to consider the long term horizon for stability
69%1%
30%
salary
website cost
marketing
budget
32%
29%
23%
6%
2%
8%
Virtual Good
Event
Management
Merchandising
Market
Intelligence
Top 5 places
Advertisement
51

52. Implementation
Plan
52

53. Implementation plan
0-6
months
6-12
months
Year 2 Year 3 Year 4 Year 5
Website
Features
Marketing
Plan
Geographies
Revenue
Models
Website Launch
Basic Features
Games on catchme.com including User to user Dazzlers
On the spot
networking
Future Check-ins
+ its features
Bolt from the
blue
Phase 1 of Marketing
Phase 2 of Marketing
Phase 3 of Marketing
Expand within
Major metros
Target Tier 2 cities
Include more cities and integrate all cities into
a single network
Virtual Goods
Event
Management
Well known Monetization Strategies including ads, affiliate marketing
Merchandising Top 5 cities
Market Intelligence
53

54. References
• Foundations of Location Based Services by CartouCHe, Stefan Steiniger, Moritz Neun and
Alistair Edwardes
• Integrating Trust with Public Reputation in Location-based Social Networks by Touhid
Bhuiyan, Yue Xu and Audun Jøsang
• Location-Based Social Networking, a Marketing White Paper 2010: The Marketer’s Guide
to Location-based Social Networks by Anvil Media, Inc
• http://www.scribd.com/doc/12539128/wwwindiagenicom-Presentation
• http://www.esmalloffice.com/SBR_template.cfm?DocNumber=PL12_3000.htm
• http://laurelpapworth.com/social-media-monetization-and-revenue/
• http://www.mashable.com
• http://readwriteweb.com
• http://en.wikipedia.org/wiki/Contextual_advertising
• http://www.slideshare.net/barenblat/viral-marketing-advertising-strategies-for-social-
networks
• http://www.wilsonweb.com/wmt5/viral-principles.htm
• http://blogs.position2.com/effective-viral-marketing-using-social-networks
• http://www.secondrepublic.in/StoryDescription.aspx?mainid=1&storyid=267
• http://www.pluggd.in/mobile-internet-statistics-for-india-297/
54

55. References
• http://www.readwriteweb.com/archives/location_based_social_networking_3_billion.p
hp
• http://oliveridesign.com/location-based-social-networking-services/
• http://www.readwriteweb.com/archives/tellmewhere_makes_location-
based_social_networking_useful.php
• http://inventorspot.com/articles/facebook_may_thwart_locationbased_social_network
_growth_35681
• http://readvantage.wordpress.com/2010/08/23/facebook-places/
• http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=135110
• http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=135110
• http://venturedig.com/tech/monetizing-social-networks-the-four-dominant-business-
models-and-how-you-should-implement-them-in-2010/
• http://www.pluggd.in/top-tweeting-countries-twitter-indias-traffic-297/
• http://www.pluggd.in/twitter-traffic-in-india-297/
• http://www.pluggd.in/mobile/mobile-vas-india-subscribers-insights-prediction-4033/
55