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I never get the accountants in before I start up a business. It's done on gut feeling . Richard Branson PowerPoint Presentation
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I never get the accountants in before I start up a business. It's done on gut feeling . Richard Branson - PowerPoint PPT Presentation


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I never get the accountants in before I start up a business. It's done on gut feeling . Richard Branson . Social Networking - Offcourse . Facebook $11.52 billion Zynga - $2.61 billion Twitter - $1.44 billion Second Life - $383 million LinkedIn - $1.3 billion. The Valuations.

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Presentation Transcript
slide1

I never get the accountants in before I start up a business. It's done on gut feeling.

Richard Branson

slide5

Facebook $11.52 billion

Zynga - $2.61 billion

Twitter - $1.44 billion

Second Life - $383 million

LinkedIn - $1.3 billion

The Valuations

slide11

Do we all love to talk?

Do we all wish to make more money?

Will networking help us?

The Answer is YES

slide17

A business has to be involving, it has to be fun, and it has to exercise your creative instincts. Richard Branson

slide18

4mScratch

Innovate

slide19

4mScratch

Innovate

Have fun

slide20

4mScratch

Innovate

Have fun

If, its not fun leave it…

the product

the product...

The connecting link…

slide22

The Product…

  • http://www.youtube.com/watch?v=9bzDF6As1R0&feature=related
slide23

Product Benefits…

  • Builds crowd participation and interaction
  • Brand awareness
  • Chat-room-like interaction
  • Song Requests displayed on screens
  • Advertising opportunities
slide24

The greatest glory in living lies not in never falling, but in rising every time we fall

  • Nelson Mandela
route map
Understanding the SMS market of India

World SMS scenario

Target Audience

Marketing Environment

SWOT Analysis

STP

Marketing Mix - services

IMC

Route Map
indian perspective
Indian Perspective
  • 1 in 5 urban Indians have used a SMS service ( 2007 Data )
  • 1 in 3 Urban Indian has acted in some manner over the SMS
  • SMS, an advertising medium, has an interaction rate of around 5%
  • A quarter of urban Indians have participated in some sort of SMS contest
slide30

Technology

Social

Networking

Meets

marketing environment
Marketing environment

Macro

Micro

Consumers

Supplier

Stake holder

  • Cultural
  • Economic
  • Political
  • Social
marketing environment macro
Marketing environmentMACRO
  • Cultural
    • Increasing social gathering venues (malls, clubs, stadiums)
    • Increasing need for social networking.
    • Increasing use of text-messaging.
  • Political
    • Freedom of speech and movement.
    • (Threat) Religious/Language politics.
  • Economics
    • Increase in per-capita income in Metros
    • Decrease in text-messaging pricing.
  • Technology
    • Software (easy to transport but Easily replicable and chance of Piracy)
    • Hardware (Standard device for receiving messages)
    • Widespread use of Mobile
    • Wireless internet and introduction of 3G can be used.
    • Bluetooth messaging and infrared in Mobile.
marketing environment micro
Marketing environmentMICRO
  • Customer
    • Common people
  • Supplier
    • Software company – Firetext
  • Stakeholders.
    • Owners of Social Gathering places.
    • Mobile Service Providers.
swot analysis
SWOT Analysis

Strength

Weakness

1stCompany to launch in India

New avenue for people to socialize.

Ice-breaker – takes out people’s shyness.

People centric, need for response high

Texting messages, stops people from talking. (Common Conception)

Cost factor – Initial setup Rs. 1 lac

Immense Potential

Social Network Usage Increase

Drop in SMS prices

Wait time before flights, during transit or inflight.

Increase in Clubbing Culture.

Advertisements

Easily replicable

Major industry players could wipe off the small firm

Political Threat

Threat

Opportunity

slide36

Segmenting

Targeting

Positioning

slide40

Owners / Corporate

    • Clubs/Pubs/Disco
    • Restaurants
    • Fast food chain restaurants
    • Malls
    • Multiplexes
    • Coffee Shops
slide42

A New Product

  • Needs a new Positioning
  • Make it niche
  • Start at the top
  • Use their credibility to build your position
slide43

Positioning Strategy

Make it a owners pride

Have top customers trial your product

Do a PR around it

Make the 2nd no. guy feel left out

Neighbors' Envy

slide47

Marketing Mix - Services

Product

Text to TV Software

1 lac initial set-up + 15000 AMC

Price

A Social hangout place

Place

Hoax Marketing*

Promotion

Professional’s with time to spare+ Attitude

People

Simple – make the Sale

Process

Demonstration across all possible touch points

Physical evidence

* Term to be explained later

slide49

Limitations

  • New Company
  • Limited Funding
  • No Investors yet
slide50

The pessimist sees difficulty in every opportunity. The optimist sees opportunity in every difficulty

Winston Churchill

slide53

Stage 1 – F & B Industry ( Clubs/Pubs/Discos)

  • Social Networks
    • Twitter
    • Facebook
    • YouTube
  • Demos – 14 days per location
  • Hoax Marketing
    • Artificial Demand
    • Mystery consumer
    • Teaser – banner ads ( Real Life Banners )
  • Business Analyses/Consumer Feedback – PR coverage
slide54

Marketing

Tease them, till they die or

eventually BUY

slide55

Communication/ Sales Pitch

More time/More interaction = More Money Spent

Casino Logic

slide56

Online

Twitter Celebrity to endorse the product

Facebook Fan Pages

YouTube Videos for live demos

Software demos on popular websites – for e.g. Banners in yahoo reads “ Type a message and see it on the screen”

slide57

DEMONSTRATION

14 day free trial to be offered to the Club/Pub/Discos

The same Demos to be placed across social networks

PR coverage – Covering the Sample Videos & Consumer Feedback on the same

slide58

Why???

  • TV, Print & OUtdoor would require huge investment, also since the product is a niche, the Laws of mass marketing do not apply to the same
  • Radio as medium has its own limitation of being to deliver Audio messages, whereas the product is more of a Visual Experince
  • Direct marketing would be exclusively used – Mailers, emails to clubs owners etc would be sent across, with product videos
  • Ambient/Hoax Marketing would be exclusively used to promote the product

Marketing

slide59

Artificial demand

    • During demo stage, have a group of 20 promoters enter the bar and start sending messages on the screen
    • Once people see the same, they would also want to try
    • The DJ will make announcement about the screen
    • People can request songs through the screen
  • Have 20 people send in tweets with photographs of the same
  • Videos to be uploaded on daily basis on YouTube
  • PR coverage for these 20 people across youth magazines & websites

Marketing

slide60

Mystery Consumer – MOCK Act

    • Have a Group of individuals walk in to Club and lounges which have not subscribed to the service
    • They shall interact with the manager, and express their disbelief – “YOU DO NOT HAVE THE TEXT TO TV MESSAGING SERVICE?”
    • Post which, they all shall leave the Club
    • The same team will cover 5 to 6 pubs per night
    • Again social networks will be used to announce that XYZ clubs don't have the service ( which will provoke them to buy one )

Marketing

slide61

Teaser Campaign

    • Banners to be displayed in the Vicinity of 3 km radius of every club/lounge which makes the purchase
      • For e.g. If Hawaian Shack Purchases, then Banners to be put up in front of Zenzi, TOTO’s with the Message “ The Club next door has the new interactive Text to TV service, Do you?”

Marketing

slide62

Coverage via

    • Technology related websites
    • Entertainment channels – Zoom, MTV, Channel V etc
    • Press articles in youth magazines like JAM, targeting party goers via newspapers like Bombay Times, Mid-day
    • Articles in niche magazines like – HT Sunday Brunch
    • Lastly have celebrities trial your product & As a Barter play their movie ads on the screen