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Directi
   Case Study Competition 2012




              Team Inferno
Naveen | Satyajeet | Sudarsshan | Sushanth
               IIM Lucknow
TEAM APPROACH


     Industry Analysis- Secondary Research

        Consumer Insights- Primary Research

          Competitor Analysis

          Our Product- Based on Consumer Insights

          Segmentation - Target Group

        Marketing Plan

     Monetization Plan
SNAPSHOT OF INDIAN MOVIE INDUSTRY
• Indian cinema reached 100 years milestone on April 21, 2012
• Movies contributed $640 million to the Indian economy annually
                                                     Size of Indian film industry
Major movie industries in India
• Bollywood (Hindi movie industry)
• Tollywood (Telugu movie industry)
• Kollywood (Tamil movie industry)
• Mollywood (Malayalam movie
  industry)

                                                 Source - Whitepaper for Assocham

                                                Revenue breakdown: Indian film industry
 Growth drivers
 • Expansion of multiplex screens &
    increase in number of digital screens
 • Higher Cable & Satellite revenues
 • Ancillary revenue streams like
    DTH, digital downloads etc
 • Regional-language cinema (60% of all
    Indian movies)
 • Rise of new age user devices - Smart
    phones, tablets, PCs, gaming devices
                                                 Source - Crisil Research
EMERGING NEW FILM INDUSTRY - SHORT FILMS

Short film market is extremely large, Indian film makers have made a mark globally

Praveen Vattikola, Indian short filmmaker has directed, produced several award winning
films, one of which received a Regional Emmy Award in the Arts & Science category

Access to short film festivals is facilitated by withoutabox.com, Create-A-Space feature
allows Independent filmmakers to sell their work


  • Indian short film, Chana was screened at the annual Cannes film festival(2012)
  • Few of the popular Indian short films are
       Prarambha by Santosh Sivan (13m)
       Satisfied??? by Aliakbar Campwala (8m)
       Printed Rainbow by Gitanjali Rao (15m)
       Little Terrorist by Ashvin Kumar (15m)
       How to Mess Up in Love by Balaji (9m)
       Arranges Marriage by Balaji (12m)
INTERNET IN INDIA

                                            Internet & Smart Phone trends in India

                Internet Users in Millions




        Internet is mainly used for Social networking, Listening Music, Watching Movies and Gaming
        19-40 year age group constitute nearly 85% of total internet users
        Online Video Sites like YouTube receives 60 hours of uploads per minute and 4 bi views per day
        Smart Phone users are shifting from TV to their phone for watching Movies and Serials(Zee News)

                                                                       India Online Retail business (Crores)




Source: IAMAI-IMRB Survey, Assocham Report, Nielsen Survey, Zee News
PRIMARY RESEARCH- CONSUMER INSIGHTS


                     I make many short                                Existing movie
                     movies but there is
                        no platform
                                           Our Offerings               Website just
                                                                   provide information
                     available to launch                             there is nothing
                              it           Platform to Launch         more in them
                                           & Promote Short
 Nishant, Bhopal                           Movies                                         Prashant Garg,
Short Movie Maker                                                                         Crisil Employee
                                           Platform for new
                                                                       I want to get
                      I have new movie     movie idea               everything about
                      ideas, but I don’t   generation              Movie at one place
                     know how to make
                                                                   from Online tickets
                           a movie
                                           Personalized            to purchasing DVDs
                                           recommendation
  Bala,Student,                                                                             Mandeep,
                                           Movies
  IIM Lucknow                                                                              Business man
                                           Games, Goodies, acc
                                           essories
                        I ask from my
                                                                     I love to collect
                     friends about the
                                           Online                   memorabilia of
                     good movie of my
                                                                    Movies but don’t
                         style before      streaming, Tickets, P
                                                                   know how to get it
                      watching movies      urchasing DVDs etc..

  Kavita Sharma,                                                                         Aashri , Employee-
 Interior Designer                                                                       Applied Materials
COMPETITOR ANALYSIS
   Critical
  Factors of                                                             Promise
 Comparison

                                    No
                                                 Global in
 Cinema News      Mediocre      News, only                         Regularly updated
                                                  nature
                                  videos

  New Movie
                                                               Platform for new movie idea
Idea Generation   Not Present   Not Present     Not Present
                                                                       generation

                                                Verified by      Consumer Ratings and
 User Ratings      Present      Not Present       IMDB                feedback

                   Done In-
                                Not Present       Present           Review from freelancer
Critics Reviews     house
                                                                    critics for short films


  Community       Not Present   Not present       Present        Completely user driven
                                                                        forum


 Social Media                                                   More noise generated by
                  Mediocre        Strong        Very Strong           movie-buffs
   Presence


   Regional       Prominent     Not regularly   Only popular
                                                               Regional and Hindi content
   Content         Presence       updated         content
TARGET GROUP

                                        Segmentation of Movie Goer

                                  Watching Movie is just                                        Dedicated & Loyal to
Have Some Time to Kill                                        Count days to Big One
                                       Time Pass                                                 your favorite film




                      The                                                           The Cult Film
                   Squanderer                                                          Addict

                                                                                                You snub "artsy fartsy"
   Knew only Few                Never dig deep while               Collect Memorabilia         films because you think
Directors and Actors               Watching Film                                                  they’re pretentious


                                You go for substance
                                                              Have seen lot of films
                                 and cherish a good,
                                                                 across genres
                                  well-written script



                                                   The Art House
                                                        Buff

                                                               You like to discuss the
                                 You Just Don’t’
                                                                subtle messages and
                                Watch, You Critique
                                                               metaphors in the film
TARGET GROUP




   Target                                The Cult Film Addict


  Segment
                                         The Art House Buff




                  Just Don’t Watch                 Desire to show their
                   Movie, Make it                  movie to the world



   Target                            Short Movie
                                       Maker
  Segment      Want Critique review &
                feedback on Movie                     Aspire for Fame
                   made by me
UNIQUE FEATURES OF “MOVIE IN IT”- WHY YOU JOIN THIS SITE

   Integrated Platform for Movie Creators and Movie Watchers


                                Short Movies



           Mobile Platform                         Launch of Short
             for Movies                                Movies




                                                     Customer
           Personalized Movie
                                                    Engagement-
            recommendations
                                                       Games


                                Platform for new
                                 idea generation
PRODUCT FEATURE

          Short                     Launch of Short                Platform for new
          Movies                        Movies                      idea generation
                                  Short film production houses
Platform for movie makers                                         Consumer would generate
                                    can distribute their films
   to showcase their talent
                                   through auction system                 new ideas

       Ratings, critique
     reviews, behind the          GRAND Launch feature on         Most popular idea would be
 screen, interview session of       a specified date & time       selected for making movie
         short films
  Complete details about                                         Movieinit –intermediary for
Cast crew, Director, Producers    Promotions of Short Movies      Production houses & idea
& their past record are given                                             generators


   Personalized                        Customer                  Mobile Platform for
 Recommendations                      Engagement                       Movie
  Mood of consumer is               Games Based on the           All these features are provided
 calculated with his history of                                     in compatible format with
       movies watched
                                         Movies                            smart phone

  Recommendations of               Buy goodies/accessories        Develop app for the site and
movies are made based on this     released by the production      data-rich content will be
     Mood of consumer                       houses                         provided

Communities formed based            Collaboration with           Richness factor can be added
 on consumer mood score &         Acting/Drama School for        through Augmented Reality in
  engages through forums                movie aspirants              later stages of product
PRODUCT FEATURE (1/5) – OVERALL FEATURES

  Videos available in      Short films are
                                                Grand Launch of new         Targeted
                          categorized into
 Bollywood, Hollywo                               Short films with     advertisements are
                          Genre, Language,
   od and regional      Coming Soon, Ratings,
                                                     aggressive       present on right hand
       movie                                        promotions          side of each page
                            Expert Views
PRODUCT FEATURE (2/5) – ALL MOVIES AND SHORT FILMS
                                 Behind the screen         Users can rate these short
  Latest happenings about   information about upcoming       films based on each
    Actors, Directors and
  prominent personalities
                            short films are displayed to        parameter like
                                    the audience            emotions, quality etc..
PRODUCT FEATURE (3/5) – AUDIENCE         ENGAGEMENT THROUGH GAMES

                                                             Viewers can buy Full version
 Movie Makers can engage       Effective medium to convert    of Games from here, thus
 with large registered users        fans into Loyalists         generating revenue for
                                                                    movie makers
PRODUCT FEATURE (4/5) – NEW MOVIE IDEA GENERATION

  Regular generation of    Best new movie idea/story      Weekly live interaction
                             would be made into a        session with Short Films
 new movie ideas/stories   short film or regular movie   Production houses would
     from audience            by production house           also be organized
PRODUCT FEATURE (5/5) – NEW RELEASES & PROMOTIONS
                                            Goodies, Accessorie     Based on past mood
 Short films – viewed   Short film CD/DVD   s sold by these short        ratings by
  freely by audience     can be purchased      film production      users, Recommenda
                                               houses are sold       tions are provided
PRODUCT FEATURE- MOBILE PLATFORM (1/2)
                                           Mobile version of our
   Our application mainly focuses on
                                         application has separate
    Smartphone users due to their
                                          window for short films,
         high data usage rates
                                       Bollywood and Regional films
PRODUCT FEATURE- MOBILE PLATFORM (2/2)
         Based on consumer’s
                                      Widgets of new releases, latest
     activity, relevant content and
                                               happenings
   advertisement would be targeted
PRODUCT ECOSYSTEM




   Upstream consumers                    Business Model                  Downstream consumers

• Major portion of Revenue is generated from       • Free movies will be provided for Consumers.
this section                                       This increases subscribers
• Major players are short film production houses   • Revenue is also generated through new movies
who want aggressive Promotions, distributions      watched & purchase/rental business
..etc.                                             • Generate revenue through monetized ideas
•New movie ideas can be monetized
MARKETING PLAN

                                           1. Viral Campaign    Permanent
                              Create       2. BTL activities
                    -30      Curiosity     3. Print              Activities
Pre- Launch        Days                    advertisement

                                           1. Noise in Social     Online
                             Generate      Media                Advertisem
        Launch    Day 0        Buzz        2. Launch Van           ent
                                           3. BTL activities
                                                                 Social
                                           1. Multiplex          Media
                            Awareness &    activations          Marketing
Fast-Track        30 Days      Trial
                                           2. Radio
                                           3. BTL activities
                                                                Alliances &
                                           1. Interact with     Strategic Tie
                                           artists, director        Ups
                                           2. Exclusive
                  Up to 6      Create
       Involve    months    Conversation
                                           Premier of short
                                           films                  Public
                                                                 Relations
                                           1. Refer a buddy
                                           2. Online chats
Energize          After 6      Use         &conversations         Word Of
                  months                   3. User reviews &
                             Networks      ratings
                                                                  Mouth
PRE LAUNCH                                      LAUNCH
 Viral Campaign
 • Social Media                                 Noise in Social Media
 • Facebook                                     • Forums
 • Orkut                                        • Online blogs
 • Twitter                                      • Release viral videos
 • Four Square                                  • Fan engagement video
 Viral Video
 • Launch videos to generate buzz

 BTL activities                                 Launch Van
 • Stairways in malls                           • Vans to travel in metros with large
 • Display banners                                 television displays demonstrating USP of
 • Signboards                                      the product
 • Road shows
 • Promotions



 Print advertisement                            BTL activities
 • Newspapers – Times of India, Hindustan
                                                • No parking display in malls
     Times
                                                • Display banners
 • Magazines – Stardust, Boxoffice
 • Pamphlets – Distributed in malls             • Live interactions at multiplex
 • Behind Bills - Movie tickets, Petrol bills
FAST TRACK                                    INVOLVE

Multiplex activations                         Interact with artists, director
• Kiosks at malls                             • Live interactions at fixed time slots
• Pamphlet distribution                       • “Behind the scenes” stories
• On-the-spot events in malls                 • Exclusive interactions with short film
• Live demos of the product                       artists
• Attractive offers and discounts             • “Lucky fan” to have face to face
                                                  interactions with celebrities
Radio
• Jingle contests in popular radio stations
   such as Big FM, Radio Mirchi
• Best fan contest for uploading funny        Exclusive Premier of short films
   videos                                     • Movies would be telecast at fixed time
• Advertisements of 10 seconds during            slots
   popular shows                              • “Creating Buzz” - two weeks before
                                                 release
BTL activities                                • Interviews by actors and director
• Multiplexes - Hoardings & Danglers          • Feedbacks from movie buffs and critics
   Posters on Elevators
• Transport Stations - Bus stops & Railway
   stations
• Cabvertisements - Fast track, Merucabs
   & Quick cabs
ENERGISE

Refer a buddy
• Recommend the product to friends and colleagues
• Creation of regional fan base over the internet
• Exciting offers up to 10% for more than 100 referral joiners
• Positive word of mouth to increase positive sentiments among online community




Online chats & Conversations
• Regular updates on new releases and latest happening in the world of glamour
• Fans interacting among themselves to know amore about actors, directors and short films
• Volunteer moderators in each forum to make sure things don’t go out of control
• Live chats with actors and directors of short films



User reviews and ratings
• U-Rate; Rating by movie viewers based on their likes and dislikes
• Recommendations to users based on past views of movies
• Reminder for new releases
• Critics rating to give the flip side of the movie
• Freelance movie connoisseurs to give unbiased opinions about movies
MONETIZATION PLAN #1                                       MONETIZATION PLAN # 2

 Advertisement from company who target Movie Freaks                Revenue from Selling Movies Online & DVDs
                                                           Selling online New       3rd Party Click or    Selling & Rental
    Movie Theatres       •    Revenues would be                  Movies              Targeted deals             DVDs
                              driven from
                              advertisements of
                              leading multiplexes
                              having pan India
                              presence and large
  Movie Corporations          production houses
                         •    Advertisements from
                              E-commerce sites &
                              coupons sites would
                              improve our inflows
                                                          “Platform for getting new movies + Attractive deals
    E-commerce                   Financial Revenue
                                                          from E-Commerce Sites + Selling and Rental of DVDs”
                                                          - Interface for E-commerce sites (For example –
                             Websites       Revenue       Junglee.com) and buying, selling of DVDs
                             Indiaglitz      65 lakhs
                          Bharatmovies       45 lakhs                           Financial Revenue
   Coupon Sites
                              Ours          Revenue          Year/Revenue            1               2+        5+
                              Year 1         15 lakhs         Online Movies          25              50        150
                              Year 2+        25 lakhs         3rd Party click        5               15        25
                              Year 5         65 + lakhs        Selling DVDs          10              40        75
MONETIZATION PLAN # 3                                                                MONETIZATION PLAN # 5

                     Value Added Services                                                       Revenue from New Idea Generation

     Movie Tickets                      Financial Revenue

                               Year/
                                                  1            2+          5+
                                Rev
                               Tickets           25           100          300
                                                                                                              Movie
     Movie Games
                               Games             25           100          300
                                                                                                               in It
                               Drama             10            25          50

                              Note: 1. please refer appendix for details
                              2. All revenues in lakhs

                                                                                 “Platform for new movie idea generation”. Most
MONETIZATION PLAN # 4                                                            popular stories can be selected by Movie makers
                                                                                 for future films. Commission will be charged
               Revenue from Short Movies                                         from movie houses to read stories.
Exclusive Launch &                    Financial Revenue                                                   Financial Revenue
    Prime Time
                               Year/                                                Year/Rev         1              2+        5+
                                                 1            2+           5+
                                Rev
                                                                                    Total Idea       1000           2500      10000
                                Exc.
                                                 5            10           25
                              launch                                                Idea             10             25        100
   Promotion
                               Prime                                                Selection
                                                10            20           40
                               Time                                                 Cost /Idea       50000          75000     100000
                              Promo
                                                 5            10           20       Revenue          500000         1875000   10000000
                               tion
PROFIT & LOSS STATEMENT
                                                                  FINANCIAL PROJECTIONS

                                                         Year 1                              Year 2+       Year 5+
                                                                       Revenue(INR)
      PLAN1- Advertisement                             15 Lakhs                             25 Lakhs      65 Lakhs
       PLAN2- Selling Movie                            40 Lakhs                             105 Lakhs     250 Lakhs
        PLAN3- Value added                             60 Lakhs                             225 Lakhs     650 Lakhs
       PLAN4- Short Movies                             20 Lakhs                             40 Lakhs      85 Lakhs
     PLAN5- Idea Generation                             5 lakhs                             19 Lakhs      100 Lakhs
           Total Revenue                              140 Lakhs                             414 Lakhs    1150 Lakhs
                                                                      Direct Cost(INR)
         Infrastructure Cost                           40 Lakhs                             60 Lakhs      100 Lakhs
                                                                      Indirect Cost(INR)
        Purchasing Content                             75 lakhs                             150 Lakhs     400 lakhs
              SGA Cost                                 15 Lakhs                              40 lakhs     60 Lakhs
           Employee Cost                               25 Lakhs                             60 Lakhs      150 Lakhs
                Others                                 10 Lakhs                             20 Lakhs      50 Lakhs
              Total Cost                              165 Lakhs                             310 Lakhs     760 Lakhs


         Profit before TAX                             -25 Lakhs                            104Lakhs      390 Lakhs
             Tax @ 30%                                     Nil                              31.2 Lakhs    117 Lakhs

       Profit After TAX                              -30 Lakhs                             72.8 Lakhs    273 Lakhs
Note: Refer Appendix for Assumptions & Financial Calculation
THANK YOU




    Specialization –      Specialization – Finance   Specialization – Strategy   Specialization – Marketing &
  Marketing & Finance      Experience in Finance      Experience in Business                Finance
Experience in Telecom &        IIM Lucknow                  Consulting              Experience in Finance
        Marketing                                         IIM Lucknow                    IIM Lucknow
      IIM Lucknow
APPENDIX

                       Forecasting & Assumptions

                              Year 1               Year 2+    Year 5+
                           Exclusive Launch
        Movies                100                    150       300
   Cost/ Movies(INR)          5000                   7500     10000
     Revenue(INR)            500000                1125000   3000000

                             Prime Time
        Movies                 350                   350       350
   Cost/ Movies(INR)           3000                  6000      9000
     Revenue(INR)            1050000               2100000   3150000

                              Promotion
        Movies                500                    1000      4000
   Cost/ Movies(INR)          1000                   1000      1000
     Revenue(INR)            500000                1000000   4000000

                            Online Movies
        Movies                50000                 100000    300000
   Cost/ Movies(INR)            50                    50        50
     Revenue(INR)            2500000               5000000   15000000

                             Selling DVDs
        Movies                10000                 40000     75000
   Cost/ Movies(INR)           100                   100       100
     Revenue(INR)            1000000               4000000   7500000
APPENDIX

                                       Forecasting & Assumptions




Financial revenues from Advertisement forecasting is done on the basis of Competitor analysis
     • It is assumed after 5 years our revenue will be matching with competitors like Indiaglitz &
         Bharatmovies

 Financial revenue from selling Online movies and DVDs- We believed at least 10% of smartphone and
internet user watch online movies or purchase DVDs and our focus is to capture 5% of market share in
initial years .

Financial revenues from selling online tickets is done on the basis of competitors analysis
     • BookmyShow earns 20 crores from selling online ticket and started 10years ago. Being
         conservative we believe we will earn a minimum of 5 crores in next five years.
Gaming Industry in India is of 1300 crores. Out of which we assumed 25% to be movie based of which
20% to be played online.
     • Our aim to capture 5% of Movie based game Industry in next five years.
Source: CSI Magazine
       India Biz news
       Free website report
      www.medinama.com

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New business plan

  • 1. Directi Case Study Competition 2012 Team Inferno Naveen | Satyajeet | Sudarsshan | Sushanth IIM Lucknow
  • 2. TEAM APPROACH Industry Analysis- Secondary Research Consumer Insights- Primary Research Competitor Analysis Our Product- Based on Consumer Insights Segmentation - Target Group Marketing Plan Monetization Plan
  • 3. SNAPSHOT OF INDIAN MOVIE INDUSTRY • Indian cinema reached 100 years milestone on April 21, 2012 • Movies contributed $640 million to the Indian economy annually Size of Indian film industry Major movie industries in India • Bollywood (Hindi movie industry) • Tollywood (Telugu movie industry) • Kollywood (Tamil movie industry) • Mollywood (Malayalam movie industry) Source - Whitepaper for Assocham Revenue breakdown: Indian film industry Growth drivers • Expansion of multiplex screens & increase in number of digital screens • Higher Cable & Satellite revenues • Ancillary revenue streams like DTH, digital downloads etc • Regional-language cinema (60% of all Indian movies) • Rise of new age user devices - Smart phones, tablets, PCs, gaming devices Source - Crisil Research
  • 4. EMERGING NEW FILM INDUSTRY - SHORT FILMS Short film market is extremely large, Indian film makers have made a mark globally Praveen Vattikola, Indian short filmmaker has directed, produced several award winning films, one of which received a Regional Emmy Award in the Arts & Science category Access to short film festivals is facilitated by withoutabox.com, Create-A-Space feature allows Independent filmmakers to sell their work • Indian short film, Chana was screened at the annual Cannes film festival(2012) • Few of the popular Indian short films are  Prarambha by Santosh Sivan (13m)  Satisfied??? by Aliakbar Campwala (8m)  Printed Rainbow by Gitanjali Rao (15m)  Little Terrorist by Ashvin Kumar (15m)  How to Mess Up in Love by Balaji (9m)  Arranges Marriage by Balaji (12m)
  • 5. INTERNET IN INDIA Internet & Smart Phone trends in India Internet Users in Millions  Internet is mainly used for Social networking, Listening Music, Watching Movies and Gaming  19-40 year age group constitute nearly 85% of total internet users  Online Video Sites like YouTube receives 60 hours of uploads per minute and 4 bi views per day  Smart Phone users are shifting from TV to their phone for watching Movies and Serials(Zee News) India Online Retail business (Crores) Source: IAMAI-IMRB Survey, Assocham Report, Nielsen Survey, Zee News
  • 6. PRIMARY RESEARCH- CONSUMER INSIGHTS I make many short Existing movie movies but there is no platform Our Offerings Website just provide information available to launch there is nothing it Platform to Launch more in them & Promote Short Nishant, Bhopal Movies Prashant Garg, Short Movie Maker Crisil Employee Platform for new I want to get I have new movie movie idea everything about ideas, but I don’t generation Movie at one place know how to make from Online tickets a movie Personalized to purchasing DVDs recommendation Bala,Student, Mandeep, Movies IIM Lucknow Business man Games, Goodies, acc essories I ask from my I love to collect friends about the Online memorabilia of good movie of my Movies but don’t style before streaming, Tickets, P know how to get it watching movies urchasing DVDs etc.. Kavita Sharma, Aashri , Employee- Interior Designer Applied Materials
  • 7. COMPETITOR ANALYSIS Critical Factors of Promise Comparison No Global in Cinema News Mediocre News, only Regularly updated nature videos New Movie Platform for new movie idea Idea Generation Not Present Not Present Not Present generation Verified by Consumer Ratings and User Ratings Present Not Present IMDB feedback Done In- Not Present Present Review from freelancer Critics Reviews house critics for short films Community Not Present Not present Present Completely user driven forum Social Media More noise generated by Mediocre Strong Very Strong movie-buffs Presence Regional Prominent Not regularly Only popular Regional and Hindi content Content Presence updated content
  • 8. TARGET GROUP Segmentation of Movie Goer Watching Movie is just Dedicated & Loyal to Have Some Time to Kill Count days to Big One Time Pass your favorite film The The Cult Film Squanderer Addict You snub "artsy fartsy" Knew only Few Never dig deep while Collect Memorabilia films because you think Directors and Actors Watching Film they’re pretentious You go for substance Have seen lot of films and cherish a good, across genres well-written script The Art House Buff You like to discuss the You Just Don’t’ subtle messages and Watch, You Critique metaphors in the film
  • 9. TARGET GROUP Target The Cult Film Addict Segment The Art House Buff Just Don’t Watch Desire to show their Movie, Make it movie to the world Target Short Movie Maker Segment Want Critique review & feedback on Movie Aspire for Fame made by me
  • 10. UNIQUE FEATURES OF “MOVIE IN IT”- WHY YOU JOIN THIS SITE Integrated Platform for Movie Creators and Movie Watchers Short Movies Mobile Platform Launch of Short for Movies Movies Customer Personalized Movie Engagement- recommendations Games Platform for new idea generation
  • 11. PRODUCT FEATURE Short Launch of Short Platform for new Movies Movies idea generation Short film production houses Platform for movie makers Consumer would generate can distribute their films to showcase their talent through auction system new ideas Ratings, critique reviews, behind the GRAND Launch feature on Most popular idea would be screen, interview session of a specified date & time selected for making movie short films Complete details about Movieinit –intermediary for Cast crew, Director, Producers Promotions of Short Movies Production houses & idea & their past record are given generators Personalized Customer Mobile Platform for Recommendations Engagement Movie Mood of consumer is Games Based on the All these features are provided calculated with his history of in compatible format with movies watched Movies smart phone Recommendations of Buy goodies/accessories Develop app for the site and movies are made based on this released by the production data-rich content will be Mood of consumer houses provided Communities formed based Collaboration with Richness factor can be added on consumer mood score & Acting/Drama School for through Augmented Reality in engages through forums movie aspirants later stages of product
  • 12. PRODUCT FEATURE (1/5) – OVERALL FEATURES Videos available in Short films are Grand Launch of new Targeted categorized into Bollywood, Hollywo Short films with advertisements are Genre, Language, od and regional Coming Soon, Ratings, aggressive present on right hand movie promotions side of each page Expert Views
  • 13. PRODUCT FEATURE (2/5) – ALL MOVIES AND SHORT FILMS Behind the screen Users can rate these short Latest happenings about information about upcoming films based on each Actors, Directors and prominent personalities short films are displayed to parameter like the audience emotions, quality etc..
  • 14. PRODUCT FEATURE (3/5) – AUDIENCE ENGAGEMENT THROUGH GAMES Viewers can buy Full version Movie Makers can engage Effective medium to convert of Games from here, thus with large registered users fans into Loyalists generating revenue for movie makers
  • 15. PRODUCT FEATURE (4/5) – NEW MOVIE IDEA GENERATION Regular generation of Best new movie idea/story Weekly live interaction would be made into a session with Short Films new movie ideas/stories short film or regular movie Production houses would from audience by production house also be organized
  • 16. PRODUCT FEATURE (5/5) – NEW RELEASES & PROMOTIONS Goodies, Accessorie Based on past mood Short films – viewed Short film CD/DVD s sold by these short ratings by freely by audience can be purchased film production users, Recommenda houses are sold tions are provided
  • 17. PRODUCT FEATURE- MOBILE PLATFORM (1/2) Mobile version of our Our application mainly focuses on application has separate Smartphone users due to their window for short films, high data usage rates Bollywood and Regional films
  • 18. PRODUCT FEATURE- MOBILE PLATFORM (2/2) Based on consumer’s Widgets of new releases, latest activity, relevant content and happenings advertisement would be targeted
  • 19. PRODUCT ECOSYSTEM Upstream consumers Business Model Downstream consumers • Major portion of Revenue is generated from • Free movies will be provided for Consumers. this section This increases subscribers • Major players are short film production houses • Revenue is also generated through new movies who want aggressive Promotions, distributions watched & purchase/rental business ..etc. • Generate revenue through monetized ideas •New movie ideas can be monetized
  • 20. MARKETING PLAN 1. Viral Campaign Permanent Create 2. BTL activities -30 Curiosity 3. Print Activities Pre- Launch Days advertisement 1. Noise in Social Online Generate Media Advertisem Launch Day 0 Buzz 2. Launch Van ent 3. BTL activities Social 1. Multiplex Media Awareness & activations Marketing Fast-Track 30 Days Trial 2. Radio 3. BTL activities Alliances & 1. Interact with Strategic Tie artists, director Ups 2. Exclusive Up to 6 Create Involve months Conversation Premier of short films Public Relations 1. Refer a buddy 2. Online chats Energize After 6 Use &conversations Word Of months 3. User reviews & Networks ratings Mouth
  • 21. PRE LAUNCH LAUNCH Viral Campaign • Social Media Noise in Social Media • Facebook • Forums • Orkut • Online blogs • Twitter • Release viral videos • Four Square • Fan engagement video Viral Video • Launch videos to generate buzz BTL activities Launch Van • Stairways in malls • Vans to travel in metros with large • Display banners television displays demonstrating USP of • Signboards the product • Road shows • Promotions Print advertisement BTL activities • Newspapers – Times of India, Hindustan • No parking display in malls Times • Display banners • Magazines – Stardust, Boxoffice • Pamphlets – Distributed in malls • Live interactions at multiplex • Behind Bills - Movie tickets, Petrol bills
  • 22. FAST TRACK INVOLVE Multiplex activations Interact with artists, director • Kiosks at malls • Live interactions at fixed time slots • Pamphlet distribution • “Behind the scenes” stories • On-the-spot events in malls • Exclusive interactions with short film • Live demos of the product artists • Attractive offers and discounts • “Lucky fan” to have face to face interactions with celebrities Radio • Jingle contests in popular radio stations such as Big FM, Radio Mirchi • Best fan contest for uploading funny Exclusive Premier of short films videos • Movies would be telecast at fixed time • Advertisements of 10 seconds during slots popular shows • “Creating Buzz” - two weeks before release BTL activities • Interviews by actors and director • Multiplexes - Hoardings & Danglers • Feedbacks from movie buffs and critics Posters on Elevators • Transport Stations - Bus stops & Railway stations • Cabvertisements - Fast track, Merucabs & Quick cabs
  • 23. ENERGISE Refer a buddy • Recommend the product to friends and colleagues • Creation of regional fan base over the internet • Exciting offers up to 10% for more than 100 referral joiners • Positive word of mouth to increase positive sentiments among online community Online chats & Conversations • Regular updates on new releases and latest happening in the world of glamour • Fans interacting among themselves to know amore about actors, directors and short films • Volunteer moderators in each forum to make sure things don’t go out of control • Live chats with actors and directors of short films User reviews and ratings • U-Rate; Rating by movie viewers based on their likes and dislikes • Recommendations to users based on past views of movies • Reminder for new releases • Critics rating to give the flip side of the movie • Freelance movie connoisseurs to give unbiased opinions about movies
  • 24. MONETIZATION PLAN #1 MONETIZATION PLAN # 2 Advertisement from company who target Movie Freaks Revenue from Selling Movies Online & DVDs Selling online New 3rd Party Click or Selling & Rental Movie Theatres • Revenues would be Movies Targeted deals DVDs driven from advertisements of leading multiplexes having pan India presence and large Movie Corporations production houses • Advertisements from E-commerce sites & coupons sites would improve our inflows “Platform for getting new movies + Attractive deals E-commerce Financial Revenue from E-Commerce Sites + Selling and Rental of DVDs” - Interface for E-commerce sites (For example – Websites Revenue Junglee.com) and buying, selling of DVDs Indiaglitz 65 lakhs Bharatmovies 45 lakhs Financial Revenue Coupon Sites Ours Revenue Year/Revenue 1 2+ 5+ Year 1 15 lakhs Online Movies 25 50 150 Year 2+ 25 lakhs 3rd Party click 5 15 25 Year 5 65 + lakhs Selling DVDs 10 40 75
  • 25. MONETIZATION PLAN # 3 MONETIZATION PLAN # 5 Value Added Services Revenue from New Idea Generation Movie Tickets Financial Revenue Year/ 1 2+ 5+ Rev Tickets 25 100 300 Movie Movie Games Games 25 100 300 in It Drama 10 25 50 Note: 1. please refer appendix for details 2. All revenues in lakhs “Platform for new movie idea generation”. Most MONETIZATION PLAN # 4 popular stories can be selected by Movie makers for future films. Commission will be charged Revenue from Short Movies from movie houses to read stories. Exclusive Launch & Financial Revenue Financial Revenue Prime Time Year/ Year/Rev 1 2+ 5+ 1 2+ 5+ Rev Total Idea 1000 2500 10000 Exc. 5 10 25 launch Idea 10 25 100 Promotion Prime Selection 10 20 40 Time Cost /Idea 50000 75000 100000 Promo 5 10 20 Revenue 500000 1875000 10000000 tion
  • 26. PROFIT & LOSS STATEMENT FINANCIAL PROJECTIONS Year 1 Year 2+ Year 5+ Revenue(INR) PLAN1- Advertisement 15 Lakhs 25 Lakhs 65 Lakhs PLAN2- Selling Movie 40 Lakhs 105 Lakhs 250 Lakhs PLAN3- Value added 60 Lakhs 225 Lakhs 650 Lakhs PLAN4- Short Movies 20 Lakhs 40 Lakhs 85 Lakhs PLAN5- Idea Generation 5 lakhs 19 Lakhs 100 Lakhs Total Revenue 140 Lakhs 414 Lakhs 1150 Lakhs Direct Cost(INR) Infrastructure Cost 40 Lakhs 60 Lakhs 100 Lakhs Indirect Cost(INR) Purchasing Content 75 lakhs 150 Lakhs 400 lakhs SGA Cost 15 Lakhs 40 lakhs 60 Lakhs Employee Cost 25 Lakhs 60 Lakhs 150 Lakhs Others 10 Lakhs 20 Lakhs 50 Lakhs Total Cost 165 Lakhs 310 Lakhs 760 Lakhs Profit before TAX -25 Lakhs 104Lakhs 390 Lakhs Tax @ 30% Nil 31.2 Lakhs 117 Lakhs Profit After TAX -30 Lakhs 72.8 Lakhs 273 Lakhs Note: Refer Appendix for Assumptions & Financial Calculation
  • 27. THANK YOU Specialization – Specialization – Finance Specialization – Strategy Specialization – Marketing & Marketing & Finance Experience in Finance Experience in Business Finance Experience in Telecom & IIM Lucknow Consulting Experience in Finance Marketing IIM Lucknow IIM Lucknow IIM Lucknow
  • 28. APPENDIX Forecasting & Assumptions Year 1 Year 2+ Year 5+ Exclusive Launch Movies 100 150 300 Cost/ Movies(INR) 5000 7500 10000 Revenue(INR) 500000 1125000 3000000 Prime Time Movies 350 350 350 Cost/ Movies(INR) 3000 6000 9000 Revenue(INR) 1050000 2100000 3150000 Promotion Movies 500 1000 4000 Cost/ Movies(INR) 1000 1000 1000 Revenue(INR) 500000 1000000 4000000 Online Movies Movies 50000 100000 300000 Cost/ Movies(INR) 50 50 50 Revenue(INR) 2500000 5000000 15000000 Selling DVDs Movies 10000 40000 75000 Cost/ Movies(INR) 100 100 100 Revenue(INR) 1000000 4000000 7500000
  • 29. APPENDIX Forecasting & Assumptions Financial revenues from Advertisement forecasting is done on the basis of Competitor analysis • It is assumed after 5 years our revenue will be matching with competitors like Indiaglitz & Bharatmovies Financial revenue from selling Online movies and DVDs- We believed at least 10% of smartphone and internet user watch online movies or purchase DVDs and our focus is to capture 5% of market share in initial years . Financial revenues from selling online tickets is done on the basis of competitors analysis • BookmyShow earns 20 crores from selling online ticket and started 10years ago. Being conservative we believe we will earn a minimum of 5 crores in next five years. Gaming Industry in India is of 1300 crores. Out of which we assumed 25% to be movie based of which 20% to be played online. • Our aim to capture 5% of Movie based game Industry in next five years. Source: CSI Magazine India Biz news Free website report www.medinama.com