Directi Case Study Contest - Team Rendezvous from IIM Kozhikode Business plan for an Online Dating Website

1. TEAM: RENDEZVOUS IIM KOZHIKODE
rendezvous
Sumedha Sobti Dhaval Thakkar Chetna Sharma Madhukar Anand
sumedhas14@iimk.ac.in dhavalt14@iimk.ac.in chetnas14@iimk.ac.in madhukara14@iimk.ac.in
+91 9048723373 +91 9048723184 +91 9048709498 +91 8086371815
PGP14 (2nd Year) PGP14 (2nd Year) PGP14 (2nd Year) PGP14 (2nd Year)
Innovative IDEATORS Challenge 2011

2. rendezvous
…because some moments are special
Rationale for the logo:
Rendezvous is not an ordinary dating website, it is an amalgamation of various activities that the individuals can
explore and experience with their dates. The idea is to remove the taboo of dating in India about dating being
bad and waste of time.

3. Online Usage Scenario
Online Usage Scenario
Decoding the Customers Mind
Customer Perception Map

4. ONLINE USAGE SCENARIO - INTERNET| SOCIAL MEDIA | KEY TRENDS
Key Trends – Internet Usage Key Trends – Internet Penetration
Source: http://www.datingsitesreviews.com
• 51 million active internet users in India YEAR Users % Penetration
• Reaches 10% Indian households and 4.4% Indians 2001 7,000,000 0.7 %
• 2/3rd households have multiple users in them
2002 16,500,000 1.6 %
• 97% are regular users and 79% use daily
• High base of daily users and increased base of online buyers indicates growth 2003 22,500,000 2.1 %
in depth 2004 39,200,000 3.6 %
• Listening to music, cinema & gaming are biggest hobbies
• 19-40 years age group constitutes nearly 85% among Internet users 2005 50,600,000 4.5 %
• Mumbai has the maximum number of internet users (3.24 million) in 2006 40,000,000 3.6 %
India followed by Delhi (2.66 million) 2007 42,000,000 3.7 %
• Top 10 cities are
Mumbai, Delhi, Bangalore, Kolkata, Chennai, Pune, Hyderabad, Ahmedabad, S 2009 81,000,000 7.0 %
urat and Nagpur. 2010 100,000,000 8.5 %
• 10 cities has 37% of the total no. of Internet users in India
No of users
There is estimated 15 million online dating users in India Chennai
USERS OF FACEBOOK
1214100
Bangalore 1526080
Surat 191420
100% Correlation in use of internet and social networking sites Nagpur 273240
Ahmedabad 350760
Calcutta
• The dating industry is expected to top $1.049 billion & likely to grow at 10% Pune
585050
830260
• At least 10 % of new accounts created each day are from scammers Hyderabad 1180720
• 10 % of members pay for the dating service and stay for less than 3 months Delhi 1566500 3672500
• For singles who use dating sites, 33% form a relationship, 33% do not, and Mumbai
33% give up on dating online 0 1000000 2000000 3000000 4000000

5. CUSTOMER PERCEPTION MAP- JOINING DECISION | INFLUENCER
Aesthetics Price Privacy
People don't join just for online connection but want to
Information Annoying features
enjoy common interests and leisure pursuits
Engaging features Suggestions
Usefulness Website
Features Genuine Claims?
Security Confusion Suspicion Authentic?
Meaningful
Trust, Reputation
Connections? Online Dating
Website Offline assistance
Online Post
Social Media Platform Connectivity Joining Dis(Satisfaction)
Date Planning
E - shopping portals Influencers Service
Recommendations
Funny and engaging
External Word of
sites Internal
Factors Factors mouth
Time Pressure
Experience Personality Culture Reference Groups
Knowledge Family
Behavior: Connect Usage: Online Dating Engagement

6. DECODING CUSTOMERS MIND- NEEDS | BEHAVIOUR | INFLUENCERS | IMPLICATIONS
NEED Security, Privacy, Low price, large number of members
CONSUMER ANALYSIS
DESIRE Connection, relationships, engagement and meaningfulness
BEFORE JOINING
• Number of members
• Aesthetics and features Current State Desired State
• Usefulness
Confused and suspicious Engaged User
• Membership fee RENDEZVOUS
Dropped Users Repeat Visits
Joining Dating Site
EXTERNAL FACTORS
INTERNAL FACTORS
• Service and Security
AFTER JOINING
• Knowledge of the online dating  Reference Groups : friends, peers
• Best Deal Available
• Experience with ONLINE DATING  Culture/Subculture
• Offline Assistance
• Involvement & personality of person  Word Of Mouth
• Easy Navigation
• Concept of extend self  Website branding and promotion
• Engaging features
• Actual decision of joining is about attracting customers by good aesthetics, low cost and number of users
IMPLICATIONS
• After joining the dating site task is more crucial – engaging and retention of customer becomes important for success
• Source of information for getting critical mass as well as retention can be:
- Internal (perception and experiences)
- External (reference groups, marketing communications)

7. Competitor Assessment
Fropper.com
Datings.co.in
Indiadating.com
Indiaproximmety.com
Summary

8. COMPETITOR ASSESSMENT -WWW.FROPPER.COM
Fropper is about meeting
people, making new friends & having
THEME No one’s a stranger fun with photos, videos, games &
Offerings blogs
Offerings
People Photos Videos Games Groups ezBlog
Features provided in offerings
Meeting & Storing, managing, Adventure
Action, Racing Active Groups Share opinions
Chatting sharing photos Bollywood
No limits on Travel & Events
Networking Sports Popular Groups Create own blog
storage Health & Fitness
News & Politics
Personal Zone Full privacy control Strategy New Groups Make ezMoney
Sports
Missing
links Photos not No concept of No linkages
Aspect of security No interesting
No social dating arranged as per converting virtual provided to other
and content blocks gaming concept
concept demographics and groups to social online blogs like
not introduced for women
other categories dates Blogger etc.
Interesting 1 Fropper Relationships Instant Messenger Concept of sharing ideas, interaction
Aspect
2 Fropper Zone social networking (SN) zone Alternative to popular SN sites like Orkut , Hi5 Privacy
Issues
3 Fropper mobile platform with mobiFUN SMS-based social networking tool

9. COMPETITOR ASSESSMENT –DATINGS.CO.IN
Datings.co.in is an online
THEME Community of singles looking for serious relationship. community wherein singles
are looking out for partners
Offerings Missing and relationships
links
Extremely lengthy signup process
 Too many details asked
 Too much content required mandatory like 150
Feedback to improvise upon Guestbook helps to send characters for description
the website message to unknown users
Low Engaging Platforms
 No video chats
 No engaging games
Additional benefit to record
your own voice etc on audio
Video platform as another  No platform to share views in the form of blog
engaging key feature
platform
Chatting procedure tedious
Listing of users  No simplicity in chat screens
 No option of video chatting
Hot members Blocked members Friend members
Kissed members Viewed members Private members

10. COMPETITOR ASSESSMENT –INDIADATINGS.COM
Find partners for fun,dating and long term relationships
No scientific formula of someone else finding your soul mate.
THEME Find local singles
Offerings Missing
Interesting
Aspect
Link
1  Rate meter for personality Privacy promised but not
Community  No lengthy description 1 checked
Blog Chatroom Dating News Photos violate the content
rules and regulations
Photos
Be A Star Concept Chatroom
2 Authenticity not checked
2  Photo setting enabled
Relationship/ Dating advice  Better privacy concerns
Profiles not verified as per
statement
Blogs
Poetry, Art Feelings
Quiz, Survey Life & Society
3  More access to people with 3
Fun Goals profile pictures, Be A Star concept
Relationship/ Dating advice

11. COMPETITOR ASSESSMENT –INDIAPROXIMEETY.COM
Devoted to "serious" and "general public"
introductions with a view to finding love, but also
simply to chat amongst friends
THEME Make new friends or find love
Missing
Offerings Link
Engagement platform Limitations
5 photos per user
Features 1 video per user
10 points per hour spent on Proximeety.
The profile gets to be featured as
Ms/Mr. Proximity Low Engaging Platforms
 No video chats
Language customizability
 No engaging games
 No platform to share views in the form of blog
English as well as Hindi
Social Media presence Clutter
More formal
appeal  Too many advertisements + links on the same page
 Creates confusion in the minds of users

12. COMPETITORS’ MESSAGES TO USERS – MESSGE ANALYSIS
THEME OF THE WELCOME MESSAGE
Fropper.com All engaging features of Fropper are mentioned Engaging
Datings.co.in No message
Proximeety.com Welcome note Welcome
IndiaDatingcom Finding the right match Flirting

13. COMPETITORS’ ASSESSMENT – SUMMARY
Features that Features that Rendezvous will
customer values provide
Security Limited to Limited to Limited to
Not present Mobile & Offline verification
online online online
Trustworthiness
Not present Not present Not present Not present Money back guarantee
Engaging Features
Limited Not present Not present Limited Innovative features
Customer Service
Not present Not present Not present Not present Feedback, helpline number
Transparency in Actual number of users in
numbers Limited Limited Not present Not present
outer, middle and inner circle
Virtual
Better offline
experience Not present Not present Not present Not present date, social, adventure, customised
dates
Extra Charges 2 types of payment
Not present Not present Not present Not present
** explained in revenue
Social presence
and awareness

14. Product Features
Home Page
Proposed Features
Product Offerings
Indiaproximmety.com
Summary

15. PRODUCT OFFERINGS RENDEZVOUS.COM – HOMEPAGE
• Tagline: Because some moments are special
• One Stop platform (connect, enjoy, purchase , plan ) for dating; genuine, innovative, interactive & hassle free dating site
• Rendezvous not just helps to meet people but also enjoy common interests and leisure pursuits with them
E -SHOP SPECIAL OFFERS INNOVATIVE FEATURES : ENGAGING THE USER AD SPACE

16. PROPOSED FEATURES – FCB GRID | CLASSIFICATION OF FEATURES
Strategy
Both Involved One stop for Online and Offline Dating Experience
Think Feel
High
Involvement
Informative Affective • Staged feature development strategy
• Affect & information followed by experience i.e. invoking feelings
& then behavior COGNITIVE & AFFECTIVE -> BEHAVIOUR
•
Low
Habitual Satisfaction Essential features in first 3 months (provide
information, highlight utility, engage aesthetically and through
activities)
Dominant Decision Method
• Innovative features for engagement and quality experience
Highlight number of users
Comparison chart with Customised date package: Existing users act as brand
- men, women, users
competitors Date planning by giving champions, their word can
joined today, week & this
choice make/break a deal
COMPREHENSION/EVALUATION
month
User stats (who viewed Take genuine feedback from
BEHAVIOUR/ USAGE
Highlight genuine Grooming Services: beauty
ENGAGEMENT
who added , membership users , ask new features and
ATTENTION
claims, security feature consultation, fashion advice
status, online indicator include them in website
Provide information like :
navigation, how this site is Promotion features: Sales & Engaging features: virtual Maintain relationship with
unique, search features discount, free memberships gifts w/o charge, update existing premium users buy
etc. , other incentives what’s HOT!, contests giving discounts
Promotion features: Sales Innovative online apps:
Privacy and security features Incentivize them to spread
and discount, free Gaming, Tattoo me! , virtual
: Mobile security, blocking the word online
memberships and other dates and parties, innovative
and spamming
incentives videos
SELLING DATING EXPEREINCE

17. PROPOSED FEATURES – TIMELINE | RATIONALE
CLUTTER!!!!
STAGES BEFORE JONING –
development priority
based on 4 stages of
Which one shall I join??? consumption
STAGE 1 – GRAB ATTENTION STAGE 2 – COMPREHENSION/EVALUATION
NEED FEATURE NEED FEATURE
Where will I find maximum members? Real time user stats Is this secure? Level wise security
I want a site that looks cool , easy to use One step login, innovative design What about my privacy? Special privacy feature
Why not get some additional benefits! Sales and discounts for users Is it for me? “DATING” has more to it !
My friends suggested it… Search for friends Genuine Claims? Money back guarantee
Free to join and try? Free membership & QUICKPICKUS Lots of time waste! Really Social dates & adventure
why should I join? dates, membership status
What new here? why not other sites Comparison Chart

18. PROPOSED FEATURE –TIMELINE | RATIONALE
VIRTUAL PARTY! VIRTUAL DATE! MAKE OVER! ADVENTURE DATE!
STAGES AFTER JOINING
development priority based on
DATEVILLE! 4 stages of consumption PLAN MY DATE !
STAGE 3 – CONNECTION AND ENGAGEMENT STAGE 4 – MAINTAINING RELATIONSHIP
NEED FEATURE NEED FEATURE
How to I connect to right person? Membership status Any help for offline dating? Customize date
No prior experience of dating Dating tips I want to surprise my date Grooming Service
How can I impress my date online Dateville, Tatoo me!, virtual gifts Benefits for premium user? Special packages/discount
I want to know my date better Online activities, virtual date Quality time with date Social and adventure date
How can I meet more people Virtual parties Is first offline date secure Let Us Know feature
What other activities can I do Contests

19. PRODUCT OFFERING #1
User
Statistics
REAL TIME USER STATS AND SEARCH FREE MEMBERSHIP/QUICKPICKUS ONE STEP LOGIN
How will this work :Users will see who How will this work:First 10,000 lifetime How will this work: Basic information for
viewed or added them, number of emails memberships free (Quickpickus any user to join & continuously shows the
waiting, site stats (number of option), free registration, free membership current status of profile. User can fill more
men, women, users joined today, week and for people who invite other friends to join information to increase the % of profile
this month, most viewed completed
profile, membership status, online
indicator, total members from city)
Benefits for users: Regular updates will Benefits for users : Lifetime free Benefits for users: Easy joining & incentive
reflect what’s in fashion and popular membership for initial users for top hit profile by filling more info
Benefits for us: The website looks active and Benefits for us: Gaining critical Benefits for us: More no. of registration &
live data helps to track status mass, popularity and referrals & WOM easy data management & security check due
Scope of expansion : Sales & incentives for to appropriate information
Scope of expansion: Monetization-
refer ring different happenings on
Subscribed list of most popular dating gifts
website, to convert them into brand Scope of expansion : NA
and place
ambassadors
Why will this feature click : Popular themes Why will this feature click: Referrals & Why will this feature click: Easy login feature
& sentiments are always valued activities with incentives are picked quickly not filling of complete information at one go

20. PRODUCT OFFERING #2
Content checked No spam Identity verified
LEVEL WISE SECURITY PRIVACY FEATURE MONEY BACK GUARANTEE
How will this work:Activation code sent to How will this work: Separate public and How will this work : Money back
mobile needed at time of registration, option private chats, privacy settings option guarantee in case of dissatisfaction
to block or declare spam, removing the (within 2 months)
account from website in case of any Benefits for users : Users can share their
objectionable behaviour content with people of their choice apart
Benefits for users : They can experience
from the public profile
Benefits for users : Protection from our offering and join stay with it they like
spammers and clean and secure website it
Benefits for us: Clean and hassle free
website, development of close circles and
Benefits for us: Increase in credibility & lot Benefits for us : More users will join and
more sharing of data
of good word of mouth image of credibility and trustworthiness
Scope of expansion: The privacy can be
Scope of expansion: Offline security
added to photos, shared
Why will this feature click: This feature is content, advanced personal information
not present in most websites & security & , videos chatting etc. Why will this feature click : Yes as more
privacy acts as a big deterrent to the success people will like to experience paid
of such venture. Both online & offline Why will this feature click: People online service because of the clause of return
security status will be visible on profile like to maintain privacy initially & later of the money attached
adding to user authenticity share content with known people

21. PRODUCT OFFERING #3
Online
shopping
Enjoy shopping from e-stores
Don’t miss out on the hot discounts and sale,
Shop more and gather points and scores.
For more details, don’t forget to check your mail.
SALES AND DISCOUNTS E-STORE
How will this work: Customised gifts like mugs/t-shirts/
How will this work : Discount store for loyal customers also
calendars/wall paintings, photo frames, memoirs can be
coupons and discounts by our advertising partners for using
purchased . Also things like flowers, cake, gifts for dates will be
their service
available
Benefits for users: Apart from making connections they also
Benefits for users : One stop solution for buying gifts for date
get discounts on items they purchase
Benefits for us : More advertising and purchase from our
Benefits for us: Source of revenue
website, loyal customer base generation
Scope of expansion: Discounts on services Scope of expansion : In number of products and services
Why will this feature click: Loyal customers look for extra Why will this feature click: Online shopping is an easy way to get
incentives , besides sales and discounts spread like viral in gifts for date and more variety is available also familiarity with
online media Rendezvous will help the business

22. PRODUCT OFFERING #4
Dateville is an online game of decorating dating place by buying virtual
gifts, music, themes etc.
 Online contest help to engage the customer and increase repeat visit
 Virtual gifts can be monetized as well
Best entry will be on the basis of facebook likes
Dateville
Virtual DateVille setting
Bonus Gifts Exciting Prizes
for winners
Virtual DateVille gifts
DATEVILLE

23. PRODUCT OFFERING #5
Nature, Adventure, Art, Entertainment, Music, Artis
ts…
Explore the videos
Try on something interesting.
Get yourself Tattoo’ed’
Tatoo Me! Engaging User Created And Celebrity Videos
How will this work: Funny video - celebrity spoof, dating
How will this work : Get virtual tattoo's to impress your
tips, ‘Perfect date ‘& tattoo me along with entertaining videos of
date, make video, have a best tattoo contest!
Roadies ,Dance India Dance & Indian Idol
Benefits for users : Express liking for date! Benefits for users : An activity to have fun
Benefits for us: Engagement from users and closer interactions
Benefits for us: More time spent, engagement of users
online
Scope of expansion: User contributed video about ‘bakra’ &
Scope of expansion: Body Art
spoofs
Why will this feature click: Since many youngsters will be joining Why will this feature click: Videos are spontaneous hit and lead
this site they will find this feature ‘cool’ & ‘trendy’ to viral, they are one of the most engaging thing online

24. PRODUCT OFFERING #6
Visual Merchandise
Rose Cake Champagne T-shirt
Virtual gifts and online music to gift to friends – key tool to
break the ice , decorate Dateville, or decorate profile page
Kiss Football Postcard Watch
Know your date’s
interests, liking and
present your virtual avatar
on a virtual date before
offline dating
Chocolate Jewellery Comics
Virtual parties and virtual dates
Call friends for online
virtual parties to become
the most popular member
on the website
VIRTUAL DATES, GIFTS AND PARTIES!

25. PRODUCT OFFERING #7
Live a second life, cerate your virtual avatar, dress in the
trendiest way, choose a trendy hairstyle & provide yourself a
virtual identity
Choose your Avatars! Choose your virtual aavtar
Share story or video of your perfect dating experience:
It adds to more traffic, engagement of users and loyalty
Day of Love Contest!
Tell us a story of your perfect evening date and you
could win exciting prizes, for more information keep Contests will be held
watching this space for best avatar and
best perfect date
CONTESTS – VIRTUAL AVATAAR,PERFECT story
DATE!

26. PRODUCT OFFERING #8
Select the perfect
ambience for your date!
Choose the perfect place
Select the sumptuous
food from the menu!
Customize your menu
Select gifts for the date
to win her heart.
Choose your mode of transport
Pick your date in royal
style!
Choose for variety of gifts
Perfect offline date
• Users can charm their date by perfect date setting without much effort.
• They just have to choose the place, menu mode of transport & any gifts or
Have a happy date!
music required online .
CUSTOMIZE DATE! • Rendezvous provides these dating packages by charging very little premium

27. PRODUCT OFFERING #9
Surprise your date
with complete
maker over!
Experts provide complete
makeover of your
personality before a
offline date
Do you need a makeover before the date?
What are you waiting for :)
Take our expert guidance and choose your personification.
• Do you want to pleasantly surprise your date by
• Changing your wardrobe
• Changing your hairstyle
• Looking more funky
• Changing your make up!
• Make Over Helps you do that!
Create videos of
Make over & let
people know about
MAKE OVER! your experience

28. PRODUCT OFFERING #10
Helps to shed the cultural barrier and taboo in India about dating being bad
and waste of time. Dating is not just waste of time! Contribute your bit to
society! Shed the taboo!
Do you feel that dining Do you want to enjoy
and wine is not your the thrill with your
idea of date! date! Go Adventure!!
Spend some quality time with your date doing stuff close to your heart!
• Teach a child
Come together • Participate in Marathon
And • Participate in clean drive
Be The Change
Take your date on:
• Bungee Jumping
• Paragliding
• Rafting
• Trekking
• Rock Climbing
Helps users to enjoy leisure pursuits with their dates apart from plain vanilla
dating. Have a meaningful date.
SOCIAL / ADVENTURE DATE!

29. PRODUCT OFFERING #11
Profile Meter
For this, various
Very high parameters are
identified in one
High
go interest in:
•Dance
Neutral
•Music
•Adventure
Low
•Love/Relation
•Flirt
Very low
•Intellect
•Social Work
•Reading
•Sports
DANCE INTEREST METER
MUSIC INTEREST METER
•Shopping
SOCIAL WORK METER
ADVENTURE METER
•Fashion
SHOPPING METER
INTELLECT METER
READING METER
FASHION METER
SPORTS METER
FLIRT METER
LOVE METER
Public
viewability
The profile view
is private, only
profile meter is
made public so
Profile Meter avoid privacy
concerns

30. SUMMARY OF PRODUCT OFFERINGS –USERS V/S BUSINESS BENEFITS
LEVEL WISE SECURITY MAKEOVER
PRIVACY FEATURE MONEY BACK GUARANTEE
TANGIBLE
SALES AND DISCOUNTS
E-STORES
CONTESTS
BENEFITS TO USERS
CUSTOMIZED DATE
SOCIAL/ADVENTURE DATE
ONE STEP LOGIN REAL TIME USER STATS AND SEARCH
INTANGIBLE
TATTOO ME! FREE MEMBERSHIP/QUICKPICKUS
PROFILE METER DATEVILLE
USER CREATED AND CELEBRITY VIDEOS VIRTUAL DATES, GIFTS AND PARTIES!
INTANGIBLE TANGIBLE
BUSINESS BENEFITS

31. High fidelity mockup screens #A
Feature #1 Create a buzz ‘Be yourself’
Feature #2 Ease of login
Feature #3 Simplification in choosing interests
Feature #4 Creative home page with additional features

32. Turn off your mind, relax and float downstream
Life is about being yourself.
Someone only YOU can be. You are unique
Someone only YOU can understand.
Someone that is unlike everyone else.
Someone that doesn't copy others to look the same.
Someone who is extremely unique.
Because YOU are YOU.
Be original. Be creative.
BE YOURSELF.
Intellectual?
Dancing away?
Tell us who you are?
Find someone special.
You are distinctive. You are different. Let them know who you are. Click to move on

33. Rendezvous… because some moments are special
Someone, somewhere is looking out for you :) Bookmark who you are.
Enter your personal details and get started! Choose your interests.
Personal Details
Wordsworth?
competition
Do you give
Nick Name ∗ Enter your nick name
to
Must be unique, 2-20 characters
√
Real Name ∗ Enter your real name
Sex ∗ Male Female √
So you think
City∗ Enter your city
you can
dance?
Postal code ∗ Enter your city postal code
Welcome! Country Select your country from the list √
You are on your way to join the Religion I prefer not to say
fascinating community of Rendezvous. Agnostic
Jazz, Blues, Rock
running in your
Membership is free, not time-limited. Atheist
Is music
You should keep your profile up-to-date Buddhist
veins?
and expose communication activity. Catholic
Christian
Every profile is thoroughly checked
Hindu
before joining the system. Muslim √
Enjoy networking! Enjoy dating! I prefer not to say
Marital Status
because some moments are special Single
and high on
High on life
that you? :)
fashion, is
You are just a few steps away from Divorced
completing your profile… Separated
Married
Widow
Profile 60% complete
Language Enter your first language
Extract your profile from
Occupation Enter your occupation Click to move on

34. Rendezvous… because some moments are special
Bookmark who you are. Additional Information Contact Information
Choose your interests.
Body Type I prefer not to say
Average
E-mail ∗
Do you have
adventure?
Confirm mail
adrenaline
Ample
rush for
Athletic
Cuddly Additional contact Information
Slim
√ Phone
Education I prefer not to say
High School Home Address
College
Password details
A streak of
Diploma
Service?
Social
Graduation
Post Graduate Password ∗
√ Smoking I prefer not to say Confirm Pwd
No Details of the one you’re looking for
Rarely
Often Sex∗ M F
food, are you a
Very often
big foodie?
Age Range to
delicious
Savoring
Drinking I prefer not to say
No Seeking for Friendship
Rarely Marriage
Socially Relationship
√
Romance
Description
Pen down, how witty are you. ;) Casual
Travel Partner
Do you like
‘painting’
the town
Pen Pal
General Self Description
red?
Social work
Description
√
Extract your profile from
Click to move on

35. Rendezvous… because some moments are special
Welcome to your profile What’s your mood today?
Shopping cart
Notification Friend request Messages Plan my date Invite friends
Status Have been listening to John Mayer’s numero uno song since morning:
message ‘Heartbreak Warfare’ :)
Tease
someone
Description Like/
Dislike
Bold, witty, adventurous,
fun loving. Looking out Pour your
for adventure partner. Comment
Send a smile
Profile Meter What’s on your mind right now? to someone
My Account
Videos
Photos Congratulate
Express someone
Chat yourself
DateVille
Find your Your Virtual Luxury All
Friends e-date Avatar Lounge Sales Poke
Reminders someone
Buy |
Click to move on
indulge yourself

36. High fidelity mockup screens #B
Feature #1 Online virtual stores
Feature #2 Online virtual dating experience
Feature #3 Converting virtual date to real date

37. Rendezvous… because some moments are special
Congratulations, you have entered virtual dating.
Chose your options and explore the possibilities of converting to live date.
Start Chatting, Start Connecting
Sarika: Hi What’s up? Experience the online stores Choose the perfect place
Saransh: Hello, ……….
Explore the option of Customize your menu
scribbling on the canvas
Choose your mode of transport
Start Video Chatting
Next Next
Choose for variety of gifts
Click the icon
No need to search by name, check people with for online
online status and connect instantaneously assistance
Have a happy date!

38. Rendezvous… because some moments are special
EXPLORE AN UNIMAGINABLE DATING EXPERIENCE
A place to shop in e-stores A place to show love and emotions
Create your aavatar A place to connect
A place to connect A place to socialize A place for adventure

39. Rendezvous… because some moments are special
Have a date? So what’s your pick? Convert your e-date to live-date. Choose your city first 
√ A lot can happen over coffee. Food for the soul. A special place for children.
Come and savor the great taste of Choose from the exotic location Come & experience the joy of
coffee with your date. to the exotic cuisine. giving, sharing and teaching with
you date.
Send an invite to your date.
Choose your style.
Invite your date via an SMS
too
Do you wish for an
additional gift?
Complete your payment
Hope you have a great time. Give us a chance to
serve you again.
Adrenalin rush just keeps getting High on life and on fashion?
higher. Gear up and jump on for a Perhaps you would like to attend Don’t forget to fill the feedback which
Wills Lifestyle Fashion Week. will be mailed/message after your
joy ride of adventure with your date.
date. Help us in serving you better.

40. Marketing Plan
Campaign
Campaign Teaser
Marketing Initiatives
Marketing Initiatives Teasers

41. CAMPAIGN TO CREATE BUZZ–ANALYZE | TARGET SEGMENT | CHANNEL SELECTION
Target Segment Young Users of Social Media  Facebook has 25 million users in India
 Number of twitter users in India would be around 16 million
Channel YouTube, Facebook, Twitter, Blogger
120%
96%
100% 88% 82% 86% 89%
73%
80%
57% 58% 63%
53%
60%
40% 23% 29% 22% 26%
B2C
20% B2B
0%
Facebook Twitter LinkedIn Youtube Blogs Bookmarking/News Forums
Sites
Taken on basis of ranking in India : Facebook (3), YouTube (4),Blogger(6), Twitter (11)
Some when who EXPERT HUB: Helps to convey
Uses my Product has his own blog value and image of brand
Trend Setter Two different
for the first time
Sets of
Spreads across People
Trend Spreader Some when who
media
has 1000+
SOCIAL HUB: Helps to get
friends on numbers
Facebook
VIRAL MARKETING SEED MARKETING STEALTH MARKETING

42. CAMPAIGN – KISMET CONNECTION
Campaign KISMAT CONNECTON - Rendezvous with your STARS !
KISMAT CONNECTION signifies that website is about connecting you to people of your choice and interests
Going Viral Series of viral video will be prepared which will ask people to take part in contest for connecting with ‘X’, without
revealing who ‘X’ is , Slowly names will be released online.(Time 2-3 months)
Contest Prepare a 30 sec video and upload on YouTube – “WHY SHOULD ‘X’ SPEND A DAY WITH YOU?. Share the link on
Facebook. Winner selected on basis of number of likes. Rendezvous will sponsor meeting with ‘X’
Who is ‘X’?
Adventure Star
Singing Star
Publicity for
Dance Star
Social Star
‘X’, Visibility for Real Life
SHAKTI MOHAN/ TIA KAR/ AANCHAL KHURANA /
Rendezvous – STARS
DHARMESH SREERAMCHANDRA NAUMAN SAIT
WIN -WIN DANCE INDIA DANCE IDIAN IDOL 5 ROADIES
Situation 50,976 and 483,179 10,976 and 32,179 6,133 & 35,125 fans
fans on Facebook fans on Facebook on Facebook
Benefits  Instant publicity due to sharing of Video on social media, directly market to target segment
 Association with Public figure helps to get lime light and critical mass
 Fans will join the campaign, linking campaign page to Facebook page of celebrity gets more visibility
 Integrating videos of Roadies, Dance India Dance and Indian Idol on website also increases the traffice
The campaign targets trend setters (people with unique interests)as well as trend spreaders (people with online network)
The use of name KISMAT CONNECTON helps to pass message of Rendezvous – i.e. experiencing a different kind of date!

43. KISMET CONNECTION -TEASER
KISMAT CONNECTION - KNOW YOUR X FACTOR!
TIA KAR
DHARMESH AANCHAL KHURANA
SHAKTI MOHAN
NAUMAN SAIT SREERAMCHANDRA
DANCE INDIA DANCE ROADIES INDIAN IDOL 5
YOUR DANCING STAR YOUR ADVENTURE STAR YOUR SINGING STAR
Get more details by registering and liking our page on Facebook!
See videos of Roadies, Dance India Dance, Indian Idol

44. MARKETING INITIATIVE – STAGE #1
AIM  Indicate the value proposition of website and gaining critical mass
CORE  Genuine, innovative, interactive & hassle free dating website made for a different and unique dating
COMMUNICATION experience online as well as offline
 One Stop Platform (connect, enjoy, purchase , plan ) for dating
ACTIVITIES  Highlight features in communication:
 Trustworthy: Money back guarantee in case of dissatisfaction (within 2 months)
 Best Experience : A comparison chart posted on site that shows how we are different from competition
 Increase Visibility and provide incentive for impulse behavior
 Search Engines Optimization and attractive messages and aesthetics of website
 Roll out plan of first 10,000 membership free for lifetime
Online:
CHANNELS
 Advertising: Dating Blogs, Targeting emails, online advertisements, easy downloadable mobile app
 Social media: Facebook, Twitter, creating videos of users about experience with us & posting on YouTube
 Co-branding : Fan pages of our brand campaign IDOLS
Offline:
 Sponsorship of cultural events in college (Fashion shows, couple dance, Salsa etc.)
 Advertising in multiplexes between movies (movies which resonate with our target segment)
 PR campaigns :Programs that youth watch; educate about dating and relationships
 Advertising: On movie tickets, menu cards, use of standees in malls
TIMELINE  Initial 6-8 Months

45. STAGE #1– TEASER
Rendezvous.com
Because some moments are special
Meet your Idols!
Bored from Online dating sites?
Get some additional benefits!
Do you think dating sites are not Genuine?
How to take online dating to offline?
Quick- Pick Us! First 10,000 memberships free
Log On to: www.rendezvous.com Connect with us on Facebook, Twitter, YouTube and blogger

46. MARKETING INITIATIVE – STAGE #2
AIM  Increase popularity (encouraging repeat visits and acquiring new customer)
CORE
 Rendezvous not just helps to meet people but also enjoy common interests & leisure pursuits with them
COMMUNICATION
ACTIVITIES Engaging features in communication:
 Social dating: beach cleaning drive, donation, teaching school)
 Adventure dating: Rafting ( offer a service of doing some meaningful activity with your date)
 Discounts: Valentine week discounts on products and services, discounts on large ticket size, bundling of
services, premium memberships, customised date etc.
Viral:
 Post grooming service videos (A day of makeover with Rendezvous.com) on YouTube
 Post videos of events organised, free distribution of gifts and merchandise etc.
Contests and Referrals:
 Contest of online apps like “Dateville”, “Perfect Date with Rendezvous.com”
 Earn a Free Paid Membership: A free lifetime membership on certain amount of referrals
CHANNELS  Partnerships & Events: CCD/Barista/Pizza Hut/Dominos/Landmark/Archie’s & other hangout places
 Organising events and distributing free gifts(key chains, mugs, tshirts) and merchandise, putting standouts
and advertising on display screens
 Distribute free movie tickets by organising events in malls and shopping complexes
 Advertise between movies and display screens of hangout places
 Advertising: On movie tickets, menu cards, use of standees in malls
TIMELINE  After 8 Months

47. STAGE #2– TEASER
Rendezvous.com
Because some moments are special
Our partners
Log On to: www.rendezvous.com Connect with us on Facebook, Twitter, YouTube and blogger

48. Monetization Plan
Assumptions
Monetization Plan #1
Revenue Projection
Monetization Plan #2
Revenue Projection
Monetization Plan #3
Revenue Projection

49. ASSUMPTIONS
Time Of Launch : March 2012
CURRENT FUTURE
Online services - All over India Services expansion- All over India
Members
Offline services – Only to Tier 1 Cities Offline services –Tier 1 and 2 Cities
Companies Online services - All over India Services expansion- All over India
Offline services – Only to Tier 1 Cities Offline services –Tier 1 and 2 Cities
Partners Online services - All over India Services expansion- All over India
Offline services – Only to Tier 1 Cities Offline services –Tier 1 and 2 Cities
DATA AND ASSUMPTIONS
6 CITIES 11 CITIES
1. Yearly inflation rate = 10.1% in India Expansion
Class Class
2. Total Number of Online dating User in India: 15000000 for next 3
1A 1B
years
3. Penetration Percentage : 1.0%
4. Percentage increase in dating users per year : 50% *SOURCE : CNBC
Class Class Expansion
5. Increased penetration of rendezvous : 50% CAGR **Benchmarking with fropper 2A 2B beyond 3
6. The Indian online matrimonial & dating industry is worth at least $63m years
21 CITIES 23 CITIES

50. MONETIZATION PLAN #1
Revenue from services
Membership Fee Grooming Service Fee
(Outer Circle) (Inner circle) (Middle circle)
Non paid Yearly fees Per date fees
• Access to • Option of not
• Access to complete paying fee for
complete user
user whole year, but
information not Parlor Spa Beauty Fashion
information, faciliti can pay fees per
present Consultants advice
es & services
• Can enjoy other date (i.e. to get
• Pay one full year details of account
facilities
&services.
membership of one person) • Complete makeover of the person for his/her date
• Status highlighted • Status highlighted • Parlour/salon ( haircut, spa etc.), beauty
• Status highlighted
by green colour by blue colour consultants, fashion advice etc.
by pink colour
• These services will be bundled together thus will be
This will provide customers flexibility and increases transparency in available to us at a cheaper rate.
system, also lower ticket size prompts more users to join in • Charge service provider for referring clients to them
Membership Fee** Grooming Service Fee** TOTAL In lakhs**
PROJECTIONS
(Inner circle) (Middle circle)
FINANCIAL
Yearly fees** Per date fees**
Year I Year II Year I Year II Year I Year II Year I Year II
300000 742500 1460000 2409000 300000 816750 20.6 39
**CALCULATION IN APPENDIX

51. MONETIZATION PLAN #2
Revenue from products
Complete Dating Package Merchandise and Gifts
Hotel Movie Category Flowers Cakes Cosmetics + Mugs T shirt Calendar Photo frames Wall paintings
Booking Ticketing Books Perfumes
Online store - where users can order complete date package e.g. Can be ordered on special occasions like birthdays, anniversary etc.
give bookings for hotels, travel, movie tickets etc.
E Store - sell products like flowers, music, books, cakes, candles, Gifts can be customized on doodle pad
chocolates, soft toys, perfume, accessories etc.
The idea is to provide complete dating package and be one stop Bulk orders for events like fashion shows , band night in college
store of date planning.
Complete Dating Package** Merchandise and Gifts** TOTAL (In lakhs)**
PROJECTIONS
FINANCIAL
Year I Year II Year I Year II Year I Year II
750000 1856250 300000 742500 10.5 25.9875
**CALCULATION IN APPENDIX Souce : Zomato.com

52. MONETIZATION PLAN #3
Advertisement on our website from company who target youth
Book Café/ Gymnasiums and
Eating Joints Movie Theatres Apparel
Gifting Shops Beauty Salons
Increasing awareness :Giving link to their social media pages – ask users to join ; Revenue on per click basis
Increase Sales: Advertising their services and sales promotions; Revenue on number of users of website ( no. of exposures)
Provide surrogate CRM: Giving Information about location; Revenue per user basis; Revenue per user basis
Event Management: Provide information for events organized by various brands; Revenue on no. of users in city (exposures )
Subscribed Brand list: Have voting on brand of the month
Give information and endorse certain brands which are trustworthy; highlight brand of the month ; Revenue per exposure
indianproximeety.co Rendezvous.com
Website Froppers.com Indiandating.com m datings.co.in Indian Friend Finder ( I year) II year
Penetration 26.7% 4.0% 0.3% 0.01% 1% 1.0% 1.5%
Start Year of
PROJECTIONS
2003 2,001 2,007 2010 2003 2012 2013
FINANCIAL
Operation
Yearly Ad Revenue ( 434 42.03 77 0.0949365 17.0692665 37.50889223 56.26334
Lakhs)
Daily Visitor 29,700 22,500 4,800 90 8,400 2,000 2,000
Revenue / Daily 0.0146 0.00186 0.0160 0.001054 0.00203 0.01875 0.01875
Visitor
Revenue / % 16.26894375 10.50872625 240.9016875 9.49365 26.67072891 18.75444611 18.75444611
Penetration in Lakh
Source: sitelogic.biz.in REFER APPENDIX FOR REGRESSION MODEL AND BENCHMARKING

53. Organizational Structure
Hierarchy

54. ORGANIZATIONAL STRUCTURE
CEO
Network Developer Creative Developer Business Developer Human Resource Senior Finance
Manager Manager Manager Manager Manager
Website Design Employee
Analyst Marketing Chief Engagement Accountant
Architect
Head
Software
Scrum Master Sales Internal Audit
Developer
Content Marketing
Developer Research
Analyst
Analytics Customer
Relationship
Manager
Technical Team Creative Team Business Team

55. Financials
Profit & Loss Calculations
Financial Projections
Hierarchy