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Team Name: United Colors Campus: NMIMS
Team Members
Deepika Kaushal Om Shakti Jha
Somsubhra GanChoudhuri Subhojit Chatterjee
Location based Social Networking Service
Directi Case Study Contest 2010- NMIMS United Colors
10% 10%
15%
24%
21%
20% China
India
USA
Russia
Germany
UK
Source-wikipedia
Number of mobile users are
increasing on continuous basis
in developing countries as well
Transformed business models
across different sectors.
Social networking increased
Location based social
networking sites are on the
increasing trend side.
Mobile users across major countries
40%
35%
7%
18%
Social Networking sites usage
Mobile Internet (%)
Facebook
Bebo (AOL)
MySpace
Twitter
47%
32%
11%
10%
Social Networking sites usage
On PC Internet (%)
Facebook
Bebo (AOL)
MySpace
Twitter
Mobile internet usage trend for the
social networking sites.
Personal computer(PC) internet
usage trend for the social
networking sites.
Source-wikipedia
Increased penetration
of mobile internet
usage across the world
Readily available
information for user in
their community
Examples- Restaurant,
pub or concert venue
happening around
with reviews of peers
Need for Location Based Social Media
Loopt
gypsii
citysense
4-plazes
Mobiluck
Source http://inventorspot.com/articles/top_ten_locationbased_mobile_social_networks_30809
Google latitude
whrrl
ipling
brightkite
foursquare
According to an ABI Research report, “location-based mobile
social networking revenues will reach $3.3 billion by 2013.”
Growth Drivers for
location based social
networking as per ABI
Research are :
 North America
 Europe
 Asia Pacific
 Rest of the world
Age group 15-25 years.
Mainly students and business professionals.
No gender differentiation.
Market segment for Location based Social Networking
Location based social network users
do visit social networks more often
Addiction towards usage of Social
networking sites
Usage pattern of location
based social network
59
12
6
5 4
Users (%)
Four Square
Gowala
Mytown
Loopt
Whrrl
Market Share of major location
based social networking sites
Statistics for two major competitor
Foursquare and Gowalla.
Foursquare users base in millions
Internet usage in India Social Networking Site usage in India
Internet usage across India
Source:
Trak.in Source: www.ideasmarkit.blogspot.com 2009/08/social-networks-in-india-statistics.html
apac.globalthoughtz.com
Mobile internet usage in India
Mobile Social Networking usage – city wise
Most popular internet activity in India
Social Networking usage in mobile
Source:
Trak.in
Source:
Inmobi.com
http://indiamicrofinance.com/india-online-landscape-2010-internet-usage-statistics-india.html
Source:
Nielsen
Directi Case Study Contest 2010- NMIMS United Colors
Social Networking Site with a difference
Feature # 1: A Location based profile
Identify the current
location of the user
easily.
Use our Site Apps
which we will describe
in our next slides.
Add others based on
their current location.
Friends circle to see
photos uploaded by the
user for that location.
Concept of social stamp
collection
 A stamp with the current location of the
user will be displayed.
 The above user is in Juhu, hence the
stamp is displayed below his profile
picture
Allow users to-
Social Networking Site with a difference
Feature # 2: History of Locations visited by the user – stamp collection concept
Current location stamp
Previous location stamp
Step 1: Click on the profile of the user
Step 2: Check the Location Photos section
Why?
Location Photos section is
based on collecting stamps
of the places that the user
visits.
Helps the friends
community of the user to
take help from the latter as
it notifies that the user had
stayed at a place
Helps the user to earn a
designation in the
community based on the
number of stamps collected
Social Networking Site with a difference
Feature # 2: Stamp collection concept - Working
Selects country, state and city.
Choose the exact location. All
this is done through Google API
(customized).
Option to leave the location box
blank.In that case the total
location of Om will become
Mumbai only.
Final location displayed as Juhu,
Mumbai and he earns a stamp
of Juhu, Mumbai.
Social Networking Site with a difference
Feature # 3: A True Multilingual Social Networking Site
Real Time Online Translation tool. This tool is available from Google as an open source
API which will be included in Compass Comment tool.
Social Networking Site with a difference
Feature # 4: Integration of Social Media in the Social Networking Site
Integration of social
media updates
User will get update of
Gmail, Yahoo Mail or
Twitter updates in the
Home page.
Compass will show the
number of friends in the
user’s area.
Google Talk will be
integrated to the
networking site.
Social Networking Site with a difference
Feature # 5: Free GPS Tracking of friends through their mobile numbers
Compass will record
the mobile numbers on
accepting the friend
request.
The mobile number of
an user will be
recorded when he/she
joins our network.
This will be used for
tracking the person
(obviously, if he/she
accepts to do so).
But the mobile number
will be hidden from
other users.
Amresh gets a friend request from Deepika
and signs up. He allows tracking.
Deepika login to her profile and checks in
to track her friend Amresh.
Social Networking Site with a difference
Feature # 5: Free GPS Tracking of friends through their mobile numbers
The result is that Deepika is able to see all her friends getting tracked within a limit
specified by her. This is seen only in the GPS Tracking Apps.
Deepika now gets to know in real
time the exact location of her
friends within a range of 1 km.
radius.
She also gets real time updates as
to who enters or exits from the 1km
radius and also which way they
came from or which way they are
heading to.
Compass will also have other features which are enlisted below. Each of the features
will be in the form of apps. These apps will be free of cost and ready for use.
Apps to inform about traffic jams
Share movies
Reviews of eating option - nearby
hotels, restaurants, fast food joint etc.
Sale offer in a particular store.
Plumber, carpenter, electrician service
Update about latest events
Sharing of data about cabs.
Room mates or sharing of
accommodation.
Location based internet and DTH
service.
Trips and travel companion.
Study group for competition.
Buying and selling of products.
Gas connection
Proposed Compass Applications
Social Networking Site with a difference
Feature # 7: On-line check-in planner
.
Inbuilt online planner which will have four columns – Date, time, location and comments
Subhojit gets an invitation from a
friend to meet up at RaghuLeela Mall,
Vashi on Tuesday, January 18, 2011
at 5:00 p.m. So he enters it in the
online planner tool
So if Deepika is somewhere
in Vashi area on January 18,
2011 at 5:00 pm she gets an
update from the online
planner that Subhojit has
come to RaghuLeela Mall,
Vashi.
This online planner matches
the current location (here
Vashi, Mumbai) of the user
(here Deepika) with online
planner of her friends
alongwith timestamp.
Supporting terminals of Compass
A prototype of the Mobile version of Compass
Application Featured Functions Supporting Terminals
Foursquare Check-in, badge, title,
coupon
Android, Blackberry, iOS,
Web OS
Brightkite Group, picture
sharing, virtual reality
Symbian, Android,
Blackberry, iOS, WebOS
Yelp Business review,
checkin, badge
Android, Blackberry, iOS,
WebOS
Loopt Checkin, badge, title,
coupon, making
friends
iOS, WebOS
Mytown Games like Monopoly iOS
Bedo Making friends,
location sharing, blog
Symbian, Windows Mobile,
Java
Play4f Check-in, badge, title,
coupon, localization
Symbian, Android, iOS
Dianping.com Business reviews,
recommends and
preference
information
Symbian, Android, iOS
The supporting
terminals of
Compass will be:
 Android
 Blackberry
 iOS
 Symbian and
 WebOS.
Compass will be
available in all
the three main
flairs:
 Web Version
 Mobile Version
 Through SMS
Prototypes of Compass
A prototype of the Web version of Compass A prototype of the Mobile version of Compass
A web prototype of Compass. Please download
the file to ‘Desktop’. Open ‘login.html’ file in it.
A web prototype of Compass. Please
download the file to ‘Desktop’
http://labyrinthnm.freewebhostx.com/Unitedcolors/login.html
Login: subho Password: chats
User Incentive system
As the User moves up “frequent user” level, new Themes for the profile will be unlocked
Frequent user: It will be given will be based on following criteria:
Number of posts Number of likes Number of pictures
Number of apps
used
And the 3 criteria
mentioned above.
Local: No of places visited in a city and frequency of visit
Critic: Rating given to places visited and reviews written about them
Traveler: The levels will depend on number of cities travelled.
A user will move up the levels after meeting the criteria. These levels will be calculated based on
the activity of the user in the last 45 days.
Compass will have 4 types of designations. These 5 designations will have 6 different levels. For
Reaching every level user will get a trophy.
Corporate Offerings
Sales Force Tracking
Campus Orientation
Loyalty Programs & Product Promotion
Data Analytics
Event Promotion
Sales force Tracking
A major issue of businesses is how to track to their sales force
How to verify if the sales person has actually made a sales call
•Customized map
where businesses can
update the customer
location
•Day planner for the
sales person
•A central
communication
system
Offerings
•Sales force after reaching a particular address will
have to check in through mobile
•The Check-in made will leave a time stamp as a
proof of when the sales call was made
•The map will guide the sales person new in a city
•The communication system will allow the business
to send a single message to the whole sales force
•The sales person will also be able to send updates
back
Uses
Campus Orientation
Businesses/Institutes with larges campuses spend lot of resource & time on
orientation of new employees
•Customized map
where businesses can
mark the venues in
campus
•Tips can be left about
a particular location
•Orientation games
can be developed
•It will help new employees to get acquainted with a
place faster
•Tips like working hours of gym, where to grab a good
coffee will enrich the candidate experience
•Orientation game with points given based on number
of time one visits library, cafeteria etc can be
developed. The orientation will complete after one
visits all the places and collects a certain amount of
points
Offerings Uses
Loyalty Programs & Product Promotions
How can businesses identify loyal customers and reward them
•Identify & reward
loyal customers
•Promote new
products
•Attract Customers
•Businesses can offer discounts and prizes based on
the frequency of the visit of the customer to their
location, or they can welcome first time visitors with
an offer
•Businesses can promote a new product/service by
announcing it on the list, customers will be able to
see it after checking into that particular location
•If the users are near the business they will receive a
message informing about special offers there
Offerings Uses
Data Analytics
How to monitor the customer and identify the trends
•Complete statistics of
the visitor profile
•Data of check in
timings
•Product consumption
Trends
•The data will provide the age group of the visitors,
the frequency of their visits, gender, education,
languages spoken
• Timings of visits, total number of visits will be given
•Through the review businesses can find out what
products are liked or disliked or which product is
consumed more
Offerings Uses
Event Promotion
How to create interest about an event and promote it
•Plan and announce
an event
•Users can confirm
their attendance
•Customized trophies
for those checking in
at the event
•Businesses can create a buzz about their event
•The confirmation from users will give them a rough
idea of number of people attending it
•Customized trophies will create a word of mouth
publicity
•Incentives can be offered to those checking in early
at the event venue
Offerings Uses
Directi Case Study Contest 2010- NMIMS United Colors
Revenue models of Compass
• The rating given by users for different establishments like
hotels, restaurants, etc. will be recorded.
• Custom reports will be generated which will be sold off to
companies.
Analytics Market
• This will be the city based advertisements.
• Will be charged on a per day basis to the advertisers.
Ticker
Advertisements
• These advertisements will be clickable buttons on mobile
wallpapers which will lead the user to the advertiser’s
website.
• This will be charged on a per day basis.
Dynamic
Advertisements
• These ads will come along with search results of any
establishment like hotel, restaurants etc.
• This will be charged on a per display of ads.
Custom Text
Advertisements
Revenue models of Compass
• Developers will share Compass Apps and themes and share a
part of their revenue with Directi
Apps
Development
• This will be customized local ads that will be sent to user in
bulk SMSes.
• Charge will be charged on the basis of advertisements
delivered.
Bulk SMS
advertisements
• This app for custom map, day planner, central
communication will charged a flat rate
Sales force
tracking
• This app for custom map, games will charged a flat rate
Employee
Orientation
Profit of Compass
Revenue share in the first year Net present values
Normal
Approach
Optimistic
Approach
Pessimistic
Approach
NPV
Rs 789
million
NPV
Rs 9.71
billion
NPV
Rs 113
million
Financials (Please find the excel calculations below)
Normal
Approach
Optimistic
Approach
Pessimistic
Approach
Directi Case Study Contest 2010- NMIMS United Colors
Understanding Target Users
Demographic
• Age 15-35
• Students, working professionals
• Middle to high income groups
Geographic
• Urban
• Semi Urban
Psychographic
• Affiliation
• Achiever
• Experiencer
• Outgoing
• Socially active
Behavioral
• Spends lot of time on internet
• Tech savvy
• Tries new things
Go to Market strategy
Phase 1:
• Launch of
compass
• Informing
potential users
• Create a buzz
Phase 2:
• Spread the
message further
• Acquire new
users through
viral campaigns
Phase 3:
• Organic growth
of users
• Sustain the
marketing
• consolidate the
position
The marketing of Compass will be done in three phases:
Media Mix
Event:
Launch by a celebrity,
Putting up kiosks in Malls,
coffee shops & other
public places
Television:
PR & Publicity,
Coverage of Launch event
Print:
PR & publicity,
Coverage of launch event
Phase 1
Media Mix
Phase 2
Ti e - U p s
O f f l i n e
P R
O n l i n e
Media Mix
Phase 2
Types
Key word
Targeted Ads
Banner Ads
Tie-Ups
Social media
Campaign
Campaign Objective
Drive traffic to website, Conversions
Leverage popularity of other site
Awareness, visibility, Brand Recall
Tap the traffic of facebook and other
networking sites through apps and contests
Key Word Targeted Ads
Key words will be search for review of restaurants, hotels; Search for
addresses; popular chains of restaurants, pubs etc
Banner Ads
Banner ads will be put up in popular sites frequented by target group
like music sites, sports site, yahoo, rediff , naukri ,etc.
Please find an innovative ad
in “MakemyTrip.com” below.
Please Unzip the file and then
see makemytrip.html
http://labyrinthnm.freewebhostx.com/Innov/makemytrip.htm
Innovative
Advertisement
Tie Ups
Key words will be search for review of restaurants, hotels; Search for
addresses; popular chains of restaurants, pubs etc
Search engines- So that content of Compass appears
as search result.
Facebook, Twitter, Gmail, Yahoo mail- To get real time
updates and also to post Check ins as updates.
Buddyway.com- for GPS tracking, incase indigenous
system is not used.
SMS partner - sites for sending bulk text message
Social Media Campaign
Compass Cut outs will be put up in certain locations in the city.
Competition will be launched where the users have to click picture in
front of the cut outs and put them on their profiles. Winner will be
selected based on number of pictures and number of likes received
A video making competition with the theme as “How Compass effects
the everyday life” will be launched. Videos have to be uploaded on
Youtube/facebook. The one with maximum number of views will win.
Media Mix
Phase 2
Viral Campaigns
Unconventional Media Promotion
Events
Viral Marketing
Student Brand
Manager in
colleges
Appoint brand managers in colleges
For word of mouth publicity.
Promote the advantages of location
based Social networking. The college
with maximum number of users wins
How?
Why?
Unconventional Media
Menu cards-
Ads on menu cards of
CCD, Barista etc
OOH TV-Users will be
able to request songs
on OOH tv through
an APP.
Bus, Train-
Ads will given on
local buses and trains
Tickets-
Ads on movie tickets ,
railway, air tickets etc
Movie Theatres-
Ads before movies
and during
intermission
Standees –
In popular places like
pubs, restaurants etc
Events
Sponsoring events like Rock
shows, College fests etc
Give away Compass
Merchandise – T-shirt, mugs
etc in On-the-spot
competitions held in college
campus, malls, restaurants
etc
Strategic Tie-Ups
Internet service
providers
• To promote compass
on their home page
when a customer
logs in to access his
internet connection
Shoppers
stop/Lifestyle
• Giving loyalty points
for Compass users to
avail discounts by
showing that they
have checked in the
store
Mobile Service
Providers
• To provide Compass
as an inbuilt
bookmark
• Advertisements on
the bills of postpaid
connections
Music Bands
• Bands like Euphoria,
Parikrama will
update their
locations as they
travel along for
shows
PR
Eminent technology
columnists &
bloggers will be
invited to review
Compass
Celebrities like sport
person, film stars etc
will be roped in to
open their account
on Compass
Media Mix
Phase 3
Online
Events
PR
Online
• Search engine
Optimization
• Key word based
Search
• It will be perennial
Events
• Online Competitions
• Sponsoring events
• It will be periodic
PR
• CSR activities
• Supporting a cause
• It builds credibility of
the organization
Directi Case Study Contest 2010- NMIMS United Colors

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Directi Case Study Contest 2010- NMIMS United Colors

  • 1. Team Name: United Colors Campus: NMIMS Team Members Deepika Kaushal Om Shakti Jha Somsubhra GanChoudhuri Subhojit Chatterjee Location based Social Networking Service
  • 3. 10% 10% 15% 24% 21% 20% China India USA Russia Germany UK Source-wikipedia Number of mobile users are increasing on continuous basis in developing countries as well Transformed business models across different sectors. Social networking increased Location based social networking sites are on the increasing trend side. Mobile users across major countries
  • 4. 40% 35% 7% 18% Social Networking sites usage Mobile Internet (%) Facebook Bebo (AOL) MySpace Twitter 47% 32% 11% 10% Social Networking sites usage On PC Internet (%) Facebook Bebo (AOL) MySpace Twitter Mobile internet usage trend for the social networking sites. Personal computer(PC) internet usage trend for the social networking sites. Source-wikipedia
  • 5. Increased penetration of mobile internet usage across the world Readily available information for user in their community Examples- Restaurant, pub or concert venue happening around with reviews of peers Need for Location Based Social Media
  • 7. Growth Drivers for location based social networking as per ABI Research are :  North America  Europe  Asia Pacific  Rest of the world
  • 8. Age group 15-25 years. Mainly students and business professionals. No gender differentiation. Market segment for Location based Social Networking
  • 9. Location based social network users do visit social networks more often Addiction towards usage of Social networking sites Usage pattern of location based social network
  • 10. 59 12 6 5 4 Users (%) Four Square Gowala Mytown Loopt Whrrl Market Share of major location based social networking sites Statistics for two major competitor Foursquare and Gowalla. Foursquare users base in millions
  • 11. Internet usage in India Social Networking Site usage in India Internet usage across India Source: Trak.in Source: www.ideasmarkit.blogspot.com 2009/08/social-networks-in-india-statistics.html apac.globalthoughtz.com
  • 12. Mobile internet usage in India Mobile Social Networking usage – city wise Most popular internet activity in India Social Networking usage in mobile Source: Trak.in Source: Inmobi.com http://indiamicrofinance.com/india-online-landscape-2010-internet-usage-statistics-india.html Source: Nielsen
  • 14. Social Networking Site with a difference Feature # 1: A Location based profile Identify the current location of the user easily. Use our Site Apps which we will describe in our next slides. Add others based on their current location. Friends circle to see photos uploaded by the user for that location. Concept of social stamp collection  A stamp with the current location of the user will be displayed.  The above user is in Juhu, hence the stamp is displayed below his profile picture Allow users to-
  • 15. Social Networking Site with a difference Feature # 2: History of Locations visited by the user – stamp collection concept Current location stamp Previous location stamp Step 1: Click on the profile of the user Step 2: Check the Location Photos section Why? Location Photos section is based on collecting stamps of the places that the user visits. Helps the friends community of the user to take help from the latter as it notifies that the user had stayed at a place Helps the user to earn a designation in the community based on the number of stamps collected
  • 16. Social Networking Site with a difference Feature # 2: Stamp collection concept - Working Selects country, state and city. Choose the exact location. All this is done through Google API (customized). Option to leave the location box blank.In that case the total location of Om will become Mumbai only. Final location displayed as Juhu, Mumbai and he earns a stamp of Juhu, Mumbai.
  • 17. Social Networking Site with a difference Feature # 3: A True Multilingual Social Networking Site Real Time Online Translation tool. This tool is available from Google as an open source API which will be included in Compass Comment tool.
  • 18. Social Networking Site with a difference Feature # 4: Integration of Social Media in the Social Networking Site Integration of social media updates User will get update of Gmail, Yahoo Mail or Twitter updates in the Home page. Compass will show the number of friends in the user’s area. Google Talk will be integrated to the networking site.
  • 19. Social Networking Site with a difference Feature # 5: Free GPS Tracking of friends through their mobile numbers Compass will record the mobile numbers on accepting the friend request. The mobile number of an user will be recorded when he/she joins our network. This will be used for tracking the person (obviously, if he/she accepts to do so). But the mobile number will be hidden from other users. Amresh gets a friend request from Deepika and signs up. He allows tracking. Deepika login to her profile and checks in to track her friend Amresh.
  • 20. Social Networking Site with a difference Feature # 5: Free GPS Tracking of friends through their mobile numbers The result is that Deepika is able to see all her friends getting tracked within a limit specified by her. This is seen only in the GPS Tracking Apps. Deepika now gets to know in real time the exact location of her friends within a range of 1 km. radius. She also gets real time updates as to who enters or exits from the 1km radius and also which way they came from or which way they are heading to.
  • 21. Compass will also have other features which are enlisted below. Each of the features will be in the form of apps. These apps will be free of cost and ready for use. Apps to inform about traffic jams Share movies Reviews of eating option - nearby hotels, restaurants, fast food joint etc. Sale offer in a particular store. Plumber, carpenter, electrician service Update about latest events Sharing of data about cabs. Room mates or sharing of accommodation. Location based internet and DTH service. Trips and travel companion. Study group for competition. Buying and selling of products. Gas connection Proposed Compass Applications
  • 22. Social Networking Site with a difference Feature # 7: On-line check-in planner . Inbuilt online planner which will have four columns – Date, time, location and comments Subhojit gets an invitation from a friend to meet up at RaghuLeela Mall, Vashi on Tuesday, January 18, 2011 at 5:00 p.m. So he enters it in the online planner tool So if Deepika is somewhere in Vashi area on January 18, 2011 at 5:00 pm she gets an update from the online planner that Subhojit has come to RaghuLeela Mall, Vashi. This online planner matches the current location (here Vashi, Mumbai) of the user (here Deepika) with online planner of her friends alongwith timestamp.
  • 23. Supporting terminals of Compass A prototype of the Mobile version of Compass Application Featured Functions Supporting Terminals Foursquare Check-in, badge, title, coupon Android, Blackberry, iOS, Web OS Brightkite Group, picture sharing, virtual reality Symbian, Android, Blackberry, iOS, WebOS Yelp Business review, checkin, badge Android, Blackberry, iOS, WebOS Loopt Checkin, badge, title, coupon, making friends iOS, WebOS Mytown Games like Monopoly iOS Bedo Making friends, location sharing, blog Symbian, Windows Mobile, Java Play4f Check-in, badge, title, coupon, localization Symbian, Android, iOS Dianping.com Business reviews, recommends and preference information Symbian, Android, iOS The supporting terminals of Compass will be:  Android  Blackberry  iOS  Symbian and  WebOS. Compass will be available in all the three main flairs:  Web Version  Mobile Version  Through SMS
  • 24. Prototypes of Compass A prototype of the Web version of Compass A prototype of the Mobile version of Compass A web prototype of Compass. Please download the file to ‘Desktop’. Open ‘login.html’ file in it. A web prototype of Compass. Please download the file to ‘Desktop’ http://labyrinthnm.freewebhostx.com/Unitedcolors/login.html Login: subho Password: chats
  • 25. User Incentive system As the User moves up “frequent user” level, new Themes for the profile will be unlocked Frequent user: It will be given will be based on following criteria: Number of posts Number of likes Number of pictures Number of apps used And the 3 criteria mentioned above. Local: No of places visited in a city and frequency of visit Critic: Rating given to places visited and reviews written about them Traveler: The levels will depend on number of cities travelled. A user will move up the levels after meeting the criteria. These levels will be calculated based on the activity of the user in the last 45 days. Compass will have 4 types of designations. These 5 designations will have 6 different levels. For Reaching every level user will get a trophy.
  • 26. Corporate Offerings Sales Force Tracking Campus Orientation Loyalty Programs & Product Promotion Data Analytics Event Promotion
  • 27. Sales force Tracking A major issue of businesses is how to track to their sales force How to verify if the sales person has actually made a sales call •Customized map where businesses can update the customer location •Day planner for the sales person •A central communication system Offerings •Sales force after reaching a particular address will have to check in through mobile •The Check-in made will leave a time stamp as a proof of when the sales call was made •The map will guide the sales person new in a city •The communication system will allow the business to send a single message to the whole sales force •The sales person will also be able to send updates back Uses
  • 28. Campus Orientation Businesses/Institutes with larges campuses spend lot of resource & time on orientation of new employees •Customized map where businesses can mark the venues in campus •Tips can be left about a particular location •Orientation games can be developed •It will help new employees to get acquainted with a place faster •Tips like working hours of gym, where to grab a good coffee will enrich the candidate experience •Orientation game with points given based on number of time one visits library, cafeteria etc can be developed. The orientation will complete after one visits all the places and collects a certain amount of points Offerings Uses
  • 29. Loyalty Programs & Product Promotions How can businesses identify loyal customers and reward them •Identify & reward loyal customers •Promote new products •Attract Customers •Businesses can offer discounts and prizes based on the frequency of the visit of the customer to their location, or they can welcome first time visitors with an offer •Businesses can promote a new product/service by announcing it on the list, customers will be able to see it after checking into that particular location •If the users are near the business they will receive a message informing about special offers there Offerings Uses
  • 30. Data Analytics How to monitor the customer and identify the trends •Complete statistics of the visitor profile •Data of check in timings •Product consumption Trends •The data will provide the age group of the visitors, the frequency of their visits, gender, education, languages spoken • Timings of visits, total number of visits will be given •Through the review businesses can find out what products are liked or disliked or which product is consumed more Offerings Uses
  • 31. Event Promotion How to create interest about an event and promote it •Plan and announce an event •Users can confirm their attendance •Customized trophies for those checking in at the event •Businesses can create a buzz about their event •The confirmation from users will give them a rough idea of number of people attending it •Customized trophies will create a word of mouth publicity •Incentives can be offered to those checking in early at the event venue Offerings Uses
  • 33. Revenue models of Compass • The rating given by users for different establishments like hotels, restaurants, etc. will be recorded. • Custom reports will be generated which will be sold off to companies. Analytics Market • This will be the city based advertisements. • Will be charged on a per day basis to the advertisers. Ticker Advertisements • These advertisements will be clickable buttons on mobile wallpapers which will lead the user to the advertiser’s website. • This will be charged on a per day basis. Dynamic Advertisements • These ads will come along with search results of any establishment like hotel, restaurants etc. • This will be charged on a per display of ads. Custom Text Advertisements
  • 34. Revenue models of Compass • Developers will share Compass Apps and themes and share a part of their revenue with Directi Apps Development • This will be customized local ads that will be sent to user in bulk SMSes. • Charge will be charged on the basis of advertisements delivered. Bulk SMS advertisements • This app for custom map, day planner, central communication will charged a flat rate Sales force tracking • This app for custom map, games will charged a flat rate Employee Orientation
  • 35. Profit of Compass Revenue share in the first year Net present values Normal Approach Optimistic Approach Pessimistic Approach NPV Rs 789 million NPV Rs 9.71 billion NPV Rs 113 million Financials (Please find the excel calculations below) Normal Approach Optimistic Approach Pessimistic Approach
  • 37. Understanding Target Users Demographic • Age 15-35 • Students, working professionals • Middle to high income groups Geographic • Urban • Semi Urban Psychographic • Affiliation • Achiever • Experiencer • Outgoing • Socially active Behavioral • Spends lot of time on internet • Tech savvy • Tries new things
  • 38. Go to Market strategy Phase 1: • Launch of compass • Informing potential users • Create a buzz Phase 2: • Spread the message further • Acquire new users through viral campaigns Phase 3: • Organic growth of users • Sustain the marketing • consolidate the position The marketing of Compass will be done in three phases:
  • 39. Media Mix Event: Launch by a celebrity, Putting up kiosks in Malls, coffee shops & other public places Television: PR & Publicity, Coverage of Launch event Print: PR & publicity, Coverage of launch event Phase 1
  • 40. Media Mix Phase 2 Ti e - U p s O f f l i n e P R O n l i n e
  • 41. Media Mix Phase 2 Types Key word Targeted Ads Banner Ads Tie-Ups Social media Campaign Campaign Objective Drive traffic to website, Conversions Leverage popularity of other site Awareness, visibility, Brand Recall Tap the traffic of facebook and other networking sites through apps and contests
  • 42. Key Word Targeted Ads Key words will be search for review of restaurants, hotels; Search for addresses; popular chains of restaurants, pubs etc
  • 43. Banner Ads Banner ads will be put up in popular sites frequented by target group like music sites, sports site, yahoo, rediff , naukri ,etc. Please find an innovative ad in “MakemyTrip.com” below. Please Unzip the file and then see makemytrip.html http://labyrinthnm.freewebhostx.com/Innov/makemytrip.htm Innovative Advertisement
  • 44. Tie Ups Key words will be search for review of restaurants, hotels; Search for addresses; popular chains of restaurants, pubs etc Search engines- So that content of Compass appears as search result. Facebook, Twitter, Gmail, Yahoo mail- To get real time updates and also to post Check ins as updates. Buddyway.com- for GPS tracking, incase indigenous system is not used. SMS partner - sites for sending bulk text message
  • 45. Social Media Campaign Compass Cut outs will be put up in certain locations in the city. Competition will be launched where the users have to click picture in front of the cut outs and put them on their profiles. Winner will be selected based on number of pictures and number of likes received A video making competition with the theme as “How Compass effects the everyday life” will be launched. Videos have to be uploaded on Youtube/facebook. The one with maximum number of views will win.
  • 46. Media Mix Phase 2 Viral Campaigns Unconventional Media Promotion Events
  • 47. Viral Marketing Student Brand Manager in colleges Appoint brand managers in colleges For word of mouth publicity. Promote the advantages of location based Social networking. The college with maximum number of users wins How? Why?
  • 48. Unconventional Media Menu cards- Ads on menu cards of CCD, Barista etc OOH TV-Users will be able to request songs on OOH tv through an APP. Bus, Train- Ads will given on local buses and trains Tickets- Ads on movie tickets , railway, air tickets etc Movie Theatres- Ads before movies and during intermission Standees – In popular places like pubs, restaurants etc
  • 49. Events Sponsoring events like Rock shows, College fests etc Give away Compass Merchandise – T-shirt, mugs etc in On-the-spot competitions held in college campus, malls, restaurants etc
  • 50. Strategic Tie-Ups Internet service providers • To promote compass on their home page when a customer logs in to access his internet connection Shoppers stop/Lifestyle • Giving loyalty points for Compass users to avail discounts by showing that they have checked in the store Mobile Service Providers • To provide Compass as an inbuilt bookmark • Advertisements on the bills of postpaid connections Music Bands • Bands like Euphoria, Parikrama will update their locations as they travel along for shows
  • 51. PR Eminent technology columnists & bloggers will be invited to review Compass Celebrities like sport person, film stars etc will be roped in to open their account on Compass
  • 52. Media Mix Phase 3 Online Events PR Online • Search engine Optimization • Key word based Search • It will be perennial Events • Online Competitions • Sponsoring events • It will be periodic PR • CSR activities • Supporting a cause • It builds credibility of the organization

Editor's Notes

  1. Add units of the numbers like million/billion
  2. Add units of the numbers like million/billion