Directi Case Study Contest - Team idate from MDI Gurgaon

1. Case Study Competition 2011
Presented by: Members:
Harpreet Singh
Team iDate Pinak Mukherjee
MDI - Gurgaon Rakinderjit Singh
Sahil Agarwal
mesmerizeme.com

2. Agenda
Industry Overview
Target Group Insights
Mesmerize me: Concept
Features
Marketing & Promotion Strategy
Monetization Strategy
mesmerizeme.com

3. Industry: Online Dating
In 2010, online dating industry was $4 billion worldwide.
http://www.datingsitesreviews.com
 The mobile phone dating market was worth $330 million in 2007, $550 million in 2008
and is predicted to double to $1.3 billion by 2013
 It is estimated that at least 10 percent of new accounts created each day are from
scammers
 On average 10 percent of members pay for the dating service and stay for less than 3
months www.bizopedia.biz
In India, there are 15 million online dating users dating-overview.com
Indian Online dating industry will grow by 25% in 2010 Times Of India,2010
In India, there is a long standing culture of matrimony which is similar in nature to online
dating. We've found that the new generation, which is wired and technologically
advanced, is embracing online dating as opposed to working with matchmakers
Meir Strahlberg, CEO, Date.com
mesmerizeme.com

4. The rising Internet Penetration in India
According to IMRB and the Internet & Mobile Association of India report “Report on Internet in India (I-Cube) 2011”
Internet Users(in millions) Frequency of Use
140 28%
121 30% 27%
120
25%
95 20%
100
20%
80 67.5 12%
15%
60 53.5
10% 7%
40 5% 2%
20 0%
0 Daily 4-6 Times a 2-3 Times a Once a 2-3 Times a Once a
2008 2009 2010 2011 week week week month month
 More than 75% of Internet Usage is driven
by younger generation of people
 Around 33% of young men and working
women are heavy users spending more than
16.5 hours on the net
mesmerizeme.com

5. Where is the Target Audience?
Top 3 Internet Usages(Urban Areas)*
100% 89%
80% 71% 64%
*Base : Active Internet User (Urban),
60% 2011 - 30 cities [As of March 2011]
40%
20% Source: Report on Internet in India (I-Cube) 2011
0%
E-Mail Social Network Education
Email Gmail | Yahoo | Outlook | Rediff
Users of
Social Networking Facebook | Twitter | YouTube | Orkut
 Our Target Audience would be those who are already present on Social Networking sites as they give a fair
representation of the active internet users
 Facebook is the dominant Social Network around the world and in India; so the Facebook
users in India represents the size of the potential user base
mesmerizeme.com

6. Target Group Definition
Hunger to expand horizons; Self-Obsessed; Materialistic
fear of being left behind
Money is the barometer of
Staying ahead of style curve is
success; Real joy lies in
very important
spending
Moving from sustenance to
indulgence Technology is the great enabler
Profile
Age: Below 30 years | Educated | Urban | Present on Social Media |
Always connected online: Mails, Facebook & Twitter
Enthusiastic Experiencers
Lively Value seekers
Intuitive Adventurous
Target Group has embraced technology and has significant presence online
They are willing to spend money to indulge themselves
mesmerizeme.com

7. Ideation for Features: Target Group Insights
Insights from a primary survey conducted among 63 young Indians (below the age of 30 years) in NCR
We have hesitation in Finding true love is
initiating conversations all about Luck
Humor and wit are the
most valued attributes
in a conversation Serendipity
Lounge
It’s fun being wooed by
the opposite sex To find common ground we
mostly prefer discussing about:
We need to be sure about the Books | Travel | Movies |
credibility of the people we Food | Music
meet . Safety is an issue
mesmerize me Big 5 Compatibility Matcher
Credibility Features
mesmerizeme.com

8. What is mesmerize me…?
An India specific Online dating portal providing users with a
unique way to initiate conversations and woo the opposite
sex and get mesmerized through wit and humor
It allows users to find and mesmerize that someone
special…
Connect Features Credibility Features
 mesmerize me  Mobile number Verification
 Serendipity lounge
 Iovation Service
 Big 5 Compatibility Matcher
 Location Based Connect App  Active Users Only
Theme Based Profile Dating Concierge
mesmerizeme.com

9. Introducing mesmerize me
‘mesmerize me’ to
signify that a
person needs to be
wooed and
impressed at the
Red color to start of a
signify Love and relationship
passion
A boy and a girl to
signify our Target
Audience engaged in a
conversation
Speech bubbles to
A gamut of conversation lines to signify:
signify the importance
 the most often asked questions on the first date
of Conversations
 that conversations are the best way to impress someone
during dates
mesmerizeme.com

10. Feature #1: mesmerize me
Core Idea: mesmerize me
Users will put up incomplete sentences/thoughts on their profile and possible
suitors can comment on the profile of the initiator to “Mesmerize” him/her. The
initiator can then choose to contact the person who has given the best reply in
their opinion
Step 1 Step 2 Step 3
Initiating user gives the Suitors respond and try to She chooses the guy who mesmerized
call for Mesmerization mesmerize her her & Connects with him
Sahil: “Love is like
tanning on Anjuna
beach”
Harry: “Love is in
knowing that some1’s @Sahil: I have fond memories of Anjuna
there for me at the end beach. How many times have u been there?
of the day ”
mesmerize me:
“Love to me is like the English Aman: “Love is an eternal
winter’s sunshine, warm and sensation of care and
cozy…what is it for you?”... giving”
mesmerizeme.com

11. Feature #2: serendipity lounge
Concept: Serendipity Lounge
Connect feature based on Serendipity for die hard romantics. Users who want
to find someone on the basis of luck can use this option. The Lounge will be
featured as a tab on the Home page
Serendipity Lounge
Step 1 Step 2 Step 3
On clicking the Serendipity Lounge tab, users System will wait for matching As soon as matches are
will have to answer the Serendipity Question answers from other users found:
of the day Users will be informed
about their Serendipity
profile matches for the
day via instant updates
Serendipity
Lounge
Serendipity Lounge: Riki: Serendipity Lounge:
Which is your favorite movie? Dark Knight Inbox
Loading your Luck..Please Wait
mesmerizeme.com

12. Feature #3: Big 5 Compatibility Matcher
Concept: Big 5 Compatibility Matcher
Big 5 Compatibility
On the basis of a primary survey among 63 young Indians (below the age of
30years) in NCR, we found that the top 5 things discussed on a first date were:
 Travel | Books | Movies | Cuisine | Music
Our algorithm will solicit information from users on these 5 parameters and
match profiles on the basis of compatibility in these areas
Step 1: Registration/Sign-up Step 2: Results Spot-check
On Registration/Sign-up, Users will be The Big 5 Compatibility Matcher Users can also request
solicited for information on these 5 Algorithm will then create a profile spot compatibility checks
parameters if they want to use this score for profiles they find
feature The score will be indexed in our interesting
database & high compatibility
profiles will be suggested to the user
mesmerizeme.com

13. Feature #4: location based Connect App
Concept: Location based Connect App
mesmerize me
Connect feature based on the Location based services concept. Users can download
our app on their mobile phones or access it by liking it on Facebook
It will use our Connect features (Mesmerize me, Serendipity Lounge and Big 5
Compatibility Matcher) to connect people on the basis of their proximity to each
other
Step 1 Step 2 Step 3
Users will download the app Users can utilize our connect
on their smart phones or features:
access it by liking it on  mesmerize me, Serendipity Lounge
Facebook or Big 5 Compatibility Matcher
To find matches in their local area
OR
Location: Delhi
mesmerizeme.com

14. Feature #5: Credibility Features
Concept: Credibility
The insights from the target group clearly state the need for safety and credibility of
the other person. To be assured about the trustworthiness of users, our website will
provide the following features
Feature# 1 Feature# 2 Feature# 3
Active Users Only
Mobile Number Verification Iovation Service
Level of activity will be shown on
To detect & prevent fraudsters users’ profiles to differentiate
During sign-up/registration the
and habitual offenders from ghost users. Profiles which have
users would be authenticated
harming our reputation we will been inactive for 3-6 months will
through mobile number
tie-up with Iovation. be shown as Inactive,6-12
verification to prevent
months as Dormant and more
multiple accounts and
It captures a “digital fingerprint” than an year as Dead
fraudsters
of each device and establishes a
unique device reputation that is • Active
Activity
stored in it’s shared network Status • Inactive
(650 million strong) • Dormant
mesmerizeme.com

15. Other Features
Theme based Profile
Users can select from a plethora of relevant profile themes like F1
racing, Harry Potter, James Bond, etc. The visual elements for their
profile & virtual gifts range available for them will be from their
theme. Men and women with similar interests can also easily connect
through this feature.
Dating Concierge
An end to end dating concierge will provide: Pre-date, Date & Post-date services by planning out the
whole day for customers through our tie-ups with complementary players like salons, beauty parlours,
cab services and restaurants.
Other Features  Winks & Pokes
 Profile searching:  Local area search options
Basic & Advanced with multiple criterion  Mailbox
 Virtual Gift Shop  Past profile Views
 Video Instant Messenger & Video chat  Contact imports
 SMS Connect  Facebook Log-in
mesmerizeme.com

16. Mock-Ups: Home Page
mesmerizeme.com

17. Mock-Ups: Feature #1 mesmerize me
mesmerizeme.com

18. Mock-Ups: Feature #1 mesmerize me (Details)
User can post a new sentence or thought and get Mesmerized
Ankit is Logged
in. His Activity
status is: Active
Navigation
Panel
Mesmerize me
Panel:
User can view Status lines
the replies to from other
his updates users would be
displayed here.
User can then Profiles of
select the best compatible
reply and users would be
connect to that shown
user
mesmerizeme.com

19. Mock-Ups: Feature #2 serendipity lounge
User can use
this feature by
Answering the
Question of
the Day
Once answered
the system will
wait for
matching
answers
mesmerizeme.com

20. Mock-Ups: Feature #2 serendipity lounge (contd)
As soon as
matches
become
available users
are informed
via Insta
updates
Matching
answers along
with the users
is displayed
with the
option to
contact them
mesmerizeme.com

21. Marketing Plan
Countdown Accelerate Invigorate
Launch Engage
Up to 12 After 12
- 30 Days Day 0 + 30 Days
months Months
Create Generate Awareness Create Use
Intrigue Buzz and Trial Conversation Networks
 Radio
Focus Mediums
 Print Ads  Radio  Refer a friend
Launch Bus  Wall of Fame  Celeb  Online
 Viral
Print Ads  Mall Endorsements conversations
Campaign Activations  Success
 Viral campaign  OOH Media  Tie-ups with stories
 OOH Media
restaurants
Online Social Media Strategic Tie Public Word of
Perennial Advertisement Marketing Ups Relations Mouth
mesmerizeme.com

22. Phase 1: Countdown
OBJECTIVE: Create intrigue around mesmerize me
 Initially, shroud the brand in mystery and keep the audiences guessing as to what
services or products are offered
 This will help create Intrigue around the brand
Media > Print Ads | Viral Campaign | OOH Media
Print Ads Viral Campaign OOH Media
 Newspapers:  Social Media:  Malls:
Times of India, Hindustan Facebook Posters on Elevators
Times, Economic Times Twitter Hoardings
 Lifestyle Magazines: Four Square Danglers
Cosmopolitan, Outlook, Vogue Stumble Upon  Stations
 Pamphlets: Bus stops
Distributed in specific regions  Viral Video Metro/Local stations
 Behind bills: Funny videos to be released  Cabvertisements
Movie tickets, Petrol bills, Radio to social media for generating Meru cabs
Cab bills conversations Quick cabs
mesmerizeme.com

23. Phase 1: Countdown (Contd)
 Theme: ‘Can you mesmerize me’
To create intrigue about what is
mesmerize me
 Can be used as bookmarks for Lifestyle
magazines
 Placed at table tops in coffee shops and
malls and restaurants
 Behind bills and at major intersections
Print Ads Hoardings/Banners
Evolution of Dating
What ‘s the
new way to
mesmerize?
1950s 1980s 2000s 2011
mesmerizeme.com

24. Phase 2: Launch
OBJECTIVE: Generate buzz around mesmerize me
 Create a bang on Launch Day with spectacular campaigns to get eyeballs
 And generate conversations around the Brand
 At the time of launch, questions and intrigue created around mesmerize me would be
answered through a set of ads
Media > Launch Bus | Print Ads | Viral campaign | Online Marketing splash
Launch Bus Print Ads Viral Campaign
 Launch Bus to be used in  Newspapers:  Leverage social media:
select metro cities: Times of India, Hindustan Release viral videos about
Delhi, Mumbai, Bangalore, Times, Economic Times mesmerize me and it’s
Pune to grab eyeballs and benefits which are humorous
 Pamphlets:
and witty
generate free publicity Distributed in specific regions
Online Marketing Splash
 Create a splash online on the day of the launch to maximize reach & create awareness
 Banner ads |Pop-ups | E-mails | Search Engine Optimization | Roll-over ads | Sponsored ad
mesmerizeme.com

25. Phase 2: Launch (Contd)
 Theme: ‘mesmerize me’
Answer the questions asked
during the countdown stage
 Used in Print, Online, Viral and
Bus campaigns
 The objective of the phase is to
create awareness and generate
buzz
 Viral videos and campaigns to
create word of mouth
Evolution of Dating
The new era of dating
mesmerizeme.com
1950s 1980s 2000s 2011
mesmerizeme.com

26. Phase 2: Launch (contd)
Launch Bus: PARTY
This Bus will be a party bus, having lots of couples, who will move across the city in it distributing flyers.
Best Couple
competition
DJ
mesmerizeme.com

27. Phase 2: Launch (contd)
Launch Bus:
HANGOUT
PLACES
Stoppages at major hangout places where the couples in the bus will “Date” together
Mumbai Delhi Bangalore Pune
Palladium Mall Select City Mall InOrbit Mall Koregaon Park
Bandra Market Connaught Place UB City Mall FC Road
Best couple competition will be
held to encourage people to
participate
mesmerizeme.com

28. Phase 3: Accelerate
OBJECTIVE: Create Awareness and Trail for mesmerize me
 Create a bang on Launch Day with spectacular campaigns to get eyeballs
 And generate conversations around the Brand
 At the time of launch, questions and intrigue created around mesmerize me would be
answered through a set of ads
Media > Radio | Wall of Fame | Mall Activations | OOH Media
Radio Wall of Fame Mall Activations
 Radio slots during peak  Games on social media:  Balloons in Malls:
travelling hours in: Competitions would be Balloons with ‘mesmerize me’
>Delhi, Mumbai, Bangalore, organized on social media logo would be placed in malls
Pune to spread awareness properties and winners would to grab instant attention
be recognized on ‘mesmerize
> 10 sec slots between songs
me’ Wall of Fame
OOH Media
 Hoardings in malls would be displayed with ‘Mesmerize me’ campaigns
 Elevators and Escalators in prominent malls would be used for innovative campaigns
mesmerizeme.com

29. Phase 3: Accelerate (contd)
Radio Campaign Theme: Wall of Fame
Radio Campaign specific opinion leading cities Idea: Competitions will be organized on
• Delhi, Mumbai, Pune and Bangalore social media sites
Target Group : 18 to 30` years
 Incomplete line given every day to users who
Ideal part of week: Monday to Friday need to come up with witty or thoughtful ways
to complete it
Radio Partners: Red FM or Radio Mirchi
A winner would be announced everyday
Plan A:“mesmerize me” through Songs who will become part of the Wall of Fame
Slots between songs would be used to on mesmerizeme.com
publicize ‘mesmerize me’
Plan B: “mesmerize me” on Air Winners will be awarded a 2 week Free Trial
Competitions will be organized on radio where one caller Pack to the paid features of the website
can give an incomplete line. Others can respond &
complete the line. The best answer selected will win a
chance to go on a sponsored date with the original
initiator
mesmerizeme.com

30. Phase 3: Accelerate (contd)
Mall Activations: Balloons in Malls
Balloons with ‘mesmerizeme.com’ stickers will be placed in hangout places for couples,
in malls
mesmerizeme.com

31. Phase 4: Engage
OBJECTIVE: Create conversations around mesmerize me
 After sustained campaigns to create awareness and promoting trials
 Create specific campaigns to create conversations around the brand
 Embed topics in the Social Media to initiate conversations and monitor them
Media > Radio | Celeb Endorsements | Tie-ups with restaurants
Radio Celeb Endorsements Tie-ups
 Continue running the  BTL activity in Malls/major  Tie-ups with key
campaign launched in the markets: restaurants/coffee shops:
previous phase Campaign to engage the Tie-up with key chains like
audience in meaningful Pizza Hut, Costa Coffee, Café
conversations with celebs Coffee day to leverage their
engaged by ‘mesmerize me’ at reach
major malls and markets
mesmerizeme.com

32. Phase 4: Engage (Contd)
Mesmerize the Celebrity Theme : “MesmerizeOver Coffee
Mesmerize over Coffee”
Idea: Idea:
BTL activity in malls where celebrities Certain featured profiles of the website would
(eg. Gul Panag) will write an incomplete be put up in the prominent coffee shops like
line on mesmerize me’s branded huge Barista, CCD, Gloria Jeans etc.
boards.
Along with a white board where incomplete
And participants will be invited to
lines would be written. The patrons of these
complete the line and “Mesmerize Her”.
joints can complete the lines and best answer
The best replies selected will get a
will get a chance to win a sponsored date
chance to have a date with the celebrity
with the featured profile at the same place
mesmerizeme.com

33. Phase 5: Invigorate
OBJECTIVE: Use Networks and word of mouth to create mass appeal for mesmerize me
 Leverage networks of existing users – referrals
 Create and focus on positive Word of mouth of existing users to create a mass appeal
Media > Online Referrals | Publicized Success stories | Sustained Conversations
Theme: Referral System
Referral System
Idea:
Users who refer our website to their friends & acquaintances would be given bonus points
to spend on our paid services. Thus, create incentives apart from a great product to
generate user referrals
Success Stories
Theme: Referral System
Idea:
Use the success stories of our website and how it helped connect soul mates using PR on
media like: Website, Affiliates, Sponsored Ads, and magazines like HT Brunch, Cosmopolitan
This would help in the purposes of establishing our credibility & would remove the taboo of
online dating and generate word of mouth
mesmerizeme.com

34. Monetization
And of course: Google Adsense
mesmerizeme.com

35. Assumptions used for Monetization
Facebook users in India in the age group 18-30 years(Nov 2011)
Single (a) 7.8 million
Undisclosed relationship status(b) 10.3 million
Total(a+b) 18.1 million
Assumptions:
Optimistic estimates:
a) 3% of Target group on FB use memerizeme.com during first year
b)6 % use mesmerizeme.com during second year
c)Singles and All people with undisclosed relationship are included
Moderate estimates:
a) 2% of Target group on FB use memerizeme.com during first year
b)4 % use mesmerizeme.com during second year a
c)Singles and Half the people with undisclosed relationship are included
Conservative estimates
a) 1% of Target group on FB use memerizeme.com during first year
b)2 % use mesmerizeme.com during second year
c) Only singles are included
Facebook is currently adding around 2 million users / month in India)
mesmerizeme.com

36. Monetization#1: FREEMIUM MODEL
Feature Free Premium
Basic Features available to all
users while the following mesmerize me Up to 5 usages unlimited
features available only to
premium users Serendipity lounge Up to 5 usages unlimited
• 10% of mesmerizeme.com users Big 5 Compatibility Matcher No unlimited
will go for premium
accounts(Industry average) Location Based Connect App No unlimited
• Price would be increased by 10%
in the second year
• NPV Values are for two years Theme Based Profile No unlimited
Optimistic Estimate Dating Concierge No unlimited
NPV: Rs.74.93 crore
Moderate Estimate: Advanced Profile searching No unlimited
NPV: Rs. 35.74 crore ,Virtual Gift Shop, Video
Instant Messenger & Video
Conservative Estimate:
chat, SMS Connect, Winks &
NPV: Rs. 10.76 crore Pokes
Price/year Free Rs. 3000
mesmerizeme.com

37. Monetization#2: DATING CONCIERGE
Customer chooses services
and pays per transaction
to mesmerizeme.com
1
Concierge of services like flowers, cabs and restaurants
2
Customer gets a coupon
of a scheme or discount
for the service used
Optimistic Estimate: NPV: Rs. 69.6 lakh
• Price charged/transaction : 10% of transaction amount
• Average size of transaction : Rs. 500
• Only 10% of premium mesmerizeme.com users will use Moderate Estimate: NPV: Rs.33.19 lakh
this service and frequency of every second month
• NPV Values are for two years
Conservative Estimate: NPV: 9.99 lakh
mesmerizeme.com

38. Monetization#3: DATE ASSIST & ADVERTISE
Expert advice to build attractive profile Advertise your profile and make it
Help to present yourself in a better way using Feature in more searches
help from dating experts. Increase the chances to Help to reach more prospects and increase the
impress chances of interaction
• Price charged : Rs. 1000/year Optimistic Estimate: NPV: Rs. 1.24 crore
• Price will be increased by 10% every year
• Assuming 5% of premium mesmerize me users will go Moderate Estimate: NPV: Rs. 59.5 lakh
for this service
• NPV Values are for two years
Conservative Estimate: NPV: Rs.17.94 lakh
mesmerizeme.com

39. And Obviously Google AdSense
Google Ad Sense is a free program that empowers online publishers to earn revenue
by displaying relevant ads on a wide variety of online content
•Average revenue estimate : .40 $ / click
•Assuming revenues only from premium
users and a frequency of one click per month
•NPV Values are for two years
Optimistic Estimate: NPV: Rs. 5.56 crore
Moderate Estimate: NPV: Rs. 2.65 crore
Conservative Estimate: NPV: Rs. 79.9 lakh
Excel Calculations for Monetization Models
mesmerizeme.com

40. Organization structure
Managing Director
Director
Director of HR
of Director of Engineering & Research Support Head
Marketing Head
Finance
Accounting Engineering Product Design Testing Research Sales Marketing HR System Network
Help Desk
manager Team manager Team Team Team Manager Manager Manager Admin Admin
2
1 9 2 3 2 2 1 1 1 1 1
mesmerizeme.com

41. Profit & Loss Statement for 4 years
Rs. Lakhs
Year 2012 2013 2014 2015
Sales 859 3379 7754 14017
Salary 309.2 1351.6 3101.6 5606.8
Gen. Administration 120.3 405.48 852.94 1401.7
Sales & Marketing 223.3 574.43 1163.1 2102.55
Engineering and R&D 85.9 270.32 542.78 911.105
Support 68.72 236.53 465.24 841.02
Misc. 34.36 101.37 232.62 420.51
Depreciation 25.77 84.475 21.475 21.475
Net profit -8.59 354.795 1374.2 2711.84
mesmerizeme.com

42. Thank You
mesmerizeme.com