Boggle.com - Plan for a Bangladeshi Content Portal

8/6/2019 Boggle.com - Plan for a Bangladeshi Content Portal

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Marketing a Web-based enterprise

Principles of Marketing Report

3rd January, 2009

Group 15

BBA 16th

BatchIBA, DU.


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Figure 1: Logo of Boggle

SUBMITTED TO:

Prof. Dr. Abu Yusuf Mohd. AbdullahCourse CoordinatorPrinciples of MarketingIBA, DU.

SUBMITTED BY:

Group 15Ashikur Rahman Khan ZR-26Kawsar Ahmed ZR-50Sadek Jake Alam ZR-55Rashed Al Ahmad Tarique ZR-61BBA 16th BatchIBA, DU.

Group 15Principles of MarketingBBA 16th Batch

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Figure 2: Boggle.com as viewed using Mozilla Firefox


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Table of ContentsBACKGROUND....................................................................................................................5

INTRODUCTION..................................................................................................................5

BOOGLE.COM......................................................................................................................6

BOGGLE.COM: THE BUSINESS........................................................................................7

SECTIONS OF BOGGLE.COM...........................................................................................8

FINANCE.............................................................................................................................16

PROMOTION......................................................................................................................17

MONETIZATION................................................................................................................20

MONETIZATION


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BACKGROUND

Our course coordinator, Prof. Dr. Abdullah assigned us a project to explore the

realm ofmarketing innovative products. On his orders, we started with an empty

slate and sat together in a group of three, brainstorming. Although we suffered

minor set-backs, we, like our teacher were unwilling to give in. We took the easy

road that others were unwilling to take. With the help of various internet and local

sources, we managed to patch something up. Although of totally our own

composition, it would be a great injustice to thank only a few of them here. We

salute all those who have opened their doors to our queries. Within our restricted

means, this is what we managed to patch up.

INTRODUCTION

When thinking about launching a completely fresh and new business, we took the challenge

as an opportunity and tried to come up with something which has high prospect.

When coming up with ideas, we filtered them according to the following criteria: The product or service should be new.

There should be an already existing market.

We intend to be the first mover and be able to use the benefit to expand the

market

The business should have room for growth.

We should be able to expand it internationally if situation helps.


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BOOGLE.COM

We decided to launch a web portal, Boggle.com, the first of its kind in Bangladesh. The

portal will have a whole array of services featuring news, social networks, classifiedbusiness directories, blogging platforms and job portals. The whole array of services will

ensure that the visitors stay longer on the portal, monetizing our services more. We will

also try and set the e-business framework for the country. These will be explained at a

later stage of this report.

Is the idea new? Not Really. We have seen sites like Yahoo! and Lycos experience an

incredible amount of popularity just as they were launched. Yahoo! has gone on to be

one of the most popular names around the world within just 14 years of launching their

business.

A glance at Yahoo!s business model reveals the story. Anyone who looks at yahoo.com

and how it has changed over the years would notice a number of important points:

1. A lot of features together

2. Clean user interface

3. A gradual progression in the complexity of the site in pace with bandwidth costs

4. A steady influx of innovative features

5. The services are free for the users

Why do something that has already been done? And even more importantly, why

should users use boogle.com and not yahoo.com?

We have a number of factors working in our favor.

With the connection to the SEMA-4 submarine optical fiber network,

Bangladesh has truly been connected to the internet superhighway. Although speeds for

home users are not yet up to international standards, the price of internet connectively

has come down in leaps and bounds. Almost every middle and upper class home in

the major cities has an internet connection now.

The internet users ornetizens exists. What we need now is a means to make

them come through our virtual doors. Visitors to the site will only be visitors

when they find nothing interesting here. To convertvisitorsto regulars, we need to

provide what no one else has. There are no sites operating in Bangladesh that

offers our services in one place.


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Finally, why not Yahoo!? When anyone types yahoo.com we see a fantastic

site. But something is missing. That something is national identity. We have Yahoo!

India, Yahoo! Australia, Yahoo! UK and numerous other national sites, but no Yahoo!

Bangladesh. If such a well-known brand as Yahoo! is making national sites, there is

definitely a market where national identity and patriotism matter. But where some of

the local news sites have failed, we want to learn from the failures of these local

websites.

BOGGLE.COM: THE BUSINESS

The website will feature a number of services and infotainmentspecially designed

for the Bangladeshi audience. The main site will act as the platform hosting all the

different services and categories, thus linking all of them to one place.

The goal of our website, in fact any website, is to attract attention, keep the users

interested, ignite in them the desireto come to the website over and over again. The

range of service in one domain will enable us to use ourvisitors best and keep them

longer.

To illustrate this scenario with an example, let us suppose a useris busy searching for

a job. After going through a large number of listings, he wants to take a look at the

news of the day. If he were on any other site, say jobsa1.com he would type in say

thedailystar.net. But on our site, we have a clean left-hand side-navigation-bar

showing links to all our services. It is easy to see the logic in simply clicking the

news tab from this barratherthan having to type a long website address.

The above example is just an example out ofmany similar possibilities with our otherservices. After accessing any one service the usercan just take their mind offwhat

they were doing andaccess the otherinteresting services. In our hectic lives, we are

always looking for getting everything done in one place. With Boggle.com, anyone

can get many of their interests well-served. With use comes trust. A trusted name

brings regular visitors. Users no longer have to look at many different sites. To stay on


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top of the competition, a group of webmasters will always be looking to add new

content to our pages periodically.

SECTIONS OF BOGGLE.COM

Boggle.com will come in many sections. Each of the sections will be named to allow

users to easily remember e.g. jobs.boggle.com. These sub-domains, will be

discussed in detail in this section.

News: news.boggle.com

This is one of the most important sections for Boggle.com. This market is huge.

According to Alexa.com (an online traffic measuring website) the biggest offline printed

daily newspaperThe Daily Prothom Alos online version, www.protham-alo.net receives

about half of a million web traffic every day. The web version is reaping benefits from

this by hosting a wide range of advertisements on its pages. Unfortunately , Prothom

Alo will act as a huge competitor. Another big competitor would be BdNews24.com.

They are relatively new businesses and are doing well.

The market seems saturated at this point. We analyze our competitors strengths

here:

1. Prothom Alo and BdNews24 have an established market share

2. Prothom Alo and BdNews24 also have a large network of correspondents and

contributors.

To turn the tables onto our side we have:

1. A web-portal and not just a news site is our biggest advantage. Like yahoo.com

we have so many other services in addition to news that users will come not only

for the news, but also for the host of other services on offer for free.2. Our cost will be at a minimum. Unlike Prothom Alo or BDNews24, we would

have online reporters rather than field reporters. We will publish news from

recognized sources worldwide. Of course the news will be selected with the

Bangladeshi audience in mind. A few desk workers would suffice. The startup

costs would also be radically reduced. To protect ourselves from lawsuits, the


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sources would be acknowledged and a link at the bottom of the page will be

provided to view the news in its original form. As our news would be in a more

concise form, we would probably not lose much traffic to these other online news

sites.

3. Most news sites have no comments section. To welcome feedback we would

include a comments section at the bottom. Not only would this allow us to gain

important data about what news interests our visitors, but also allow us to search

for potential online reporters.

The news section will contain the following subpages:

International news (news.boggle.com/international/)

Health (news.boggle.com/health/)

Sports (news.boggle.com/sports/)

Technology (news.boggle.com/technology/)

Fashion and Lifestyle (news.boggle.com/fashion/)

Media (news.boggle.com/media/)

Arts and Literature (news.boggle.com/arts/)

Religion (news.boggle.com/religion/)

Science (news.boggle.com/science/)

The international news section will contain international news of importance to theBangladeshi audience.

The health section will contain health tips and tricks, health facts, specialist advice,

digital weight, blood pressure and sugar level charts for reference to obesity and

diabetes. Online versions of these features are available free of cost and copyright.

The sports section will contain domestic sports news, as well as feature Bangladesh

games at the international level. We will specifically focus on foreign leagues like

English Premier League, Spanish La Liga, Italian Serie-A as they are of high interest to

the Bangladeshi youth.

The technology section will contain, as the name suggests, technological news. We

will focus on tech news worldwide, regular tutorials on programming and web

mastering, competitions, gadget news, and the like. We will also have special tips


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for freelance workers. There are huge opportunities across the web to work

freelance at really attractive salaries. There are jobs for everyone, be it data

processing, programming, online marketing, search engine optimization, architecture,

planning, designing and numerous others. We will show Bangladeshis how and where

to get the jobs, and how to manage all of their projects. Our neighbor, India has

thousands of its people working online for really attractive salaries or projects fees

(payments are quite higher than their country standard). We will also teach our visitors

how to get those works, and hopefully help a lot of our idle sons. These tutorials are not

only easy to incorporate, but also freely available.

The fashion and lifestyle section will have lifestyle and fashion tipsforouryouth.

We will also coverall the fashion shows, concerts and hip parties.

The media section will contain showbiz news, celebrity news, feature upcoming

movies and drama serials. A heavy focus will also be passed on to Bollywood and

Hollywood news, as they tend to be very popular with Bangladeshis.

Arts and Literature will feature literary works and arts news. We will feature

exhibitions going throughout Dhaka and other cities, feature literary works and reviews.

This section will also, allow visitors to contribute and give them free exposure.

The religion section will feature religious articles by religious scholars and analysesprovided by scholars on confusing religious dilemmas. The section will also contain

prayer times, rules, etc.

The science section will feature science related news, breakthroughs by Bangladeshi

scientists and students, research works by researchers, global scientific achievements

as well as biographies of famous scientists.

Coordination of these sections requires a huge amount of effort and we will have a

director for integrating the sections. It is the directors duty to maintain the news section

of the site. It is similar to that of a newspaper editor.

Details on monetizing the news section will be provided in a later section.


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Job Portal: jobs.boggle.com

The job portal will feature recruitment news and employment opportunities. There

are quite a handful of sites already providing this service , with the leading ones

being bd-jobs.com, prothom-alojobs.com, jobs-a1.com.

There are quite a lot of Bangladeshi traffic for this niche, with a lot of the students,

unemployed workers and already employed relying heavily on such portals for seeking

and analyzing new opportunities. The fact that all the jobs are featured at one place and

are classified according to categories makes searching for jobs a lot easier compared to

the conventional way of searching for advertisement on the newspapers. How to

capitalize on this quite mature segment?

We will seek employers to advertise with us. This will be done by:

a. We will search for the biggest employers. This will be done by going throughthe existing job sites. We will contact the employers and offer to advertise for

free.

b. Go through newspapers and placing the offering free of charge on our site.

This section will be extremely fruitful while monetizing. With steadily increasing traffic,

we can capitalize by putting fees on these advertisements.

Social Networking Site: efriends.boggle.com

Social networking is all the rage. Almost every teenager in the major cities of

Bangladesh has an account on a social network. Bangladeshi online visitors have to

rely a lot on Facebook or Hi5 type sites which are not built according to our local

needs. Our social network will be specially designed according to the special needs of

people of our country. We will also feature exclusive group making opportunities for

university, school or college groups and charity organizations. This site will contain photo

and video hosting features, easy communication with friends, mailing and instant

messaging options.


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Music and online FM section: music.boggle.com

The music and online radio section will host free streaming music for music lovers. It

gives users easy access to legal music. A partnership with the hit FM Radio stations

will be enable us to set contracts with the music record labels to feature upcomingalbums and singers. We will also set deals with the current FM companies to stream

their programs online. FM Radio is very popular across the country, but their

transmission is restricted to Dhaka. A large audience will be able to listen to the

transmission through us. Those without FM Radios can also listen. We plan to feature a

music shop where our audience will be able to purchase tracks. At the moment the

music store is targeted mainly to NRBs who cannot buy their favorite Bengali music.

Since, most NRBs have access to credit cards, the store can operate easily. The current

credit card scenario for resident Bangladeshis is not favorable. However on the horizon

we have the launch of payment systems such as PayPal which will be favorable to

our business. Support from the music industry should be easy to gather since we will

be generating revenue for them and fighting piracy in one go.

We will try to expose Bangladeshi music to the world here. Separate sections will

feature upcoming artists and international music. Users would be allowed to register as

artists and upload their own creations. The comments section will allow users to

express their views and ideas.

Classified Marketplace: market.boggle.com

Our aim here is to open a business directory. Different sections will be kept, and new

businesses will be included as per category. This will act like a bible to businesses

when searching for different companies. Contact details will be kept for each business

so that people use us when searching for businesses.

A separate section will be available where visitors can list used or new products

they wish to sell or buy. A later expansion will be our own online payment system,

verified buyers and sellers following the eBay business model.

This will also be an exclusive idea for monetization.


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Education portal: education.boggle.com

The education portal will feature news of the various universities and colleges. High

focus will be given on admission rules and eligibility options for the different

universities. To make the complex rules of university education simple and easy to

understand would be our primary aim here.

We will encourage students to use our portal as reference to their educational

needs. We will host mock exam papers for SSC and HSC candidates, mock papers for

different universities, past question papers, and syllabus details.

We will also feature higher education opportunities at different countries abroad. Many

people are willing to study abroad but lack the right knowledge about the process (a

feature which the admission counselors exploit to reap a lot of money out of students).

We will provide detailed application procedures and will encourage freelance work from

students currently studying abroad.

We will also provide information about the popular private universities and public

universities, and will post costs, credits, opportunities and demands.

At a later stage, we will have our own rankings about the different educational institutes.

Tourism Portal: tourism.boggle.com

We will feature all the different tourist locations across the country.

We will show where to stay, how to go, why to go and how to optimize costs.

We will feature a lot of travel reviews, most of which can be provided by our users whohave already visited certain places and would love to share their experiences.

This can be a major money spinner at a later stage. The section will be designed

specially to meet international visitors needs too.


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We will also host hotel booking services which can easily be monetized.

Gaming site: games.boggle.com

The gaming scenario in Bangladesh is at an all-time high. Our gaming site would

feature simple flash and java powered games that would be free to play. There

might be weekly competitions and cheap prices given away. This is a sure fire

strategy to generate traffic at a very low cost.

E-shopping: shopping.boggle.com

This section although similar to the marketplace section but differs in one key way.

The entire site will be designed to serve NRBs who want to send gifts to their

beloved ones within the country.

We will also feature e-shops where we will sell goods to be sent abroad in mass

quantities following proper procedures. There is a huge market across the internet for

mass purchase ofcheap products like garments from Bangladesh. A lot oflow level

merchantsdo not have the time or resource required to come here and choosetheir products. They lack trust and are less likely to buy from any given site. So when

we have our own shop, they will see high credibility in us. We will deliver the goods

in partnership with local suppliers here. We will be promoting small and medium

industries at minimum cost.

We cannot serve the local here through our shop. Why? It is unlikely for a

Bangladeshi to have an international credit card. Also, online payment medium like

PayPal are also non-existent. The government also seems to be highly unwilling to allow

these services for Bangladeshis as they are afraid of monies being sent abroad illegally.

However, we can accept local credit cards, and might design an online payment

system in partnership with telecom services for a fee.

This business is critical and needs to pass through a lot of red-tape from government

and partner businesses. So this section will be a future expansion.


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Blogging platform: blogs.boggle.com

Blogs are online journals which are personal in nature and contain diary-like

posts in a chronological order, with the latest one appearing first. Throughout

the world, blogging has become extremely popularas this does not require

any technical expertise. So far, about a billion blogs have been created, and

Bangladeshis are becoming more interested in this topic.

We will provide a free blogging platform for Bangladeshi bloggers. We will

provide the bloggers with sub-domains (we might purchase a different domain for

this purpose) and free hosting. In return we will keep an ad space on each

blog. The bloggers will be free to use their own Google AdSense codes on other

ad spaces.

We will create a Bangladeshi community in the Blogosphere, who will show

interest at each others blog and we do not have to worry about returning traffic.

This will also be a future expansion.

A list of other services that will be periodically added to our site are:

Web designing

Programming

Domain selling

Hosting selling service

FINANCE


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All the above-mentioned features cost money to make available to the users.

Not only does it require hosting services, but also a lot of employees to keep

running. Our main expenses would be:

a. Employees

1. 2 web designers (15k each)

2. 2 programmers (15k each)

3. 5 article writer for the news section (8k each)

4. 2 operators for the social network (8k each)

5. 1 worker each for all the sections (In total 7) (5k each)

Salary of employees: Tk.151,000 per month

a. In addition, we need domain services:

1. Domain: $8 per year

2. Dedicated hosting: $200 per month

The monthly expenses for domain services is about Tk.14,000 per month

a. Hardware and broadband services:

1.About 15 computers which will serve us about 2 years without upgrades

(around Tk.40,000 each)

2.About 15 broadband connections (around Tk. 800 per month each)

The total expense here adds up to around Tk. 37,000 per month.

a. The promotion budget would be around Tk. 150,000 per month distributed

over all the channels mentioned below.

b. The rent of premises is expected to be around Tk. 30,000 per month.

Adding up all the above sections we arrive at a final sum of around Tk. 382,000.

We do not expect to get anything back from the project in the first two years. We

arrive at a figure ofTk. 91,268,000 to start up and run the business for the

first two years. This investment is significant in the Bangladesh context, but is

more than a fair deal.


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PROMOTION

Many a fantastic site has failed in the past dueto poor promotion of their

services to the public. On the other hand, there are also great examples ofsitesoffering similar features to less popular sites, have become everyday names

for Internet users. Without a shadow of a doubt, we would like to go for the latter

rather than the former. What is needed for such promotion is an integrated

communication mix.

Any message that is not targeted would be a message not worth the effort. But

we are not here to give lessons about what is right and what is not. All our

promotional activities would be focused on a single target market the teens

and twenty-somethings. Therefore we want to use channels that these people

are in contact with all the time.

1. Billboards

We see billboards everywhere all the time. It seems like we are being

bombarded by them 24/7. They are an eyesore of the modern metropolis.

But we are missing the catch here. Billboards are an art-form that is

almost always out of place. Since we target mainly students, our boards

will be strategically placed, in the introductory phase, at all the major

public and private universities. Students here cannot seem to get

enough of the Internet. We want to give these youth fun and information in

one place. The messages have to be conversational and not

commercialor too wordy. A good mission statement hits the nail on its

head and penetrates easily into the minds of the recipient. That is our goal

here.

2. Gaming tournaments

Our second mode of promotion would be through sponsoring gaming

tournaments. The gaming cafes in Dhaka city are few and far between,

but whenever anyone advertises a gaming tournament, players flock to


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the venues. Our aim here is to create a buzz among the gamers about

ourgreat gaming reviews and gaming portal. We would sponsor the

winner for other tournaments. We can use the gaming cafes to our

advantage, since they are quite inexpensive.

3. Co-Branding

We would make deals with all the large retailers of computer hardware in

the markets to have ourboggle stickers attached to monitors and

CPU cases. This is a page taken out of Intels books. A nicely designed

logo on a lasting material looks fantastic, as displayed on laptops. We

would not have to beargreat cost for this form of publicity. Our only

major cost would be the cost of the stickers. To keep retailers satisfied,

we would give them the option to choose between a free business

directory or free advertisements on our site.

4. National Dailies

To reach out to a wide range of audiences, we would advertise in two

popular national dailies: 1. The Daily Prothom Alo

2. The Daily Star

This form of advertising however is expensive and would be kept to a

minimum. We would place small teasers as buttonads on the top

corners of the front page, highlighting one feature each day. On the

launching day, we would have a whole page feature in each of the

dailies. On other days, we would have small button advertisements on

pages read by young users, such as the entertainment and sports pageson weekdays, the technology pages on the weekends, etc.

5. Facebook

Everyone would agree that Facebook has penetrated everywhere.

Everyone seems to have an account on Facebook. This disease, as some


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call it, is fast infecting many more. We can easily jump on the bandwagon

and advertise with them.Even if one in ten of the viewers click on the

link, it would be money well-spent.

6. Google AdWords

Anyone and everyone uses Google to search what they are looking

for. When anyone on any corner of the globe wants to learn anything

about Bangladesh and we have the right services, Google AdWords will

place our links on the top of the searchlist if we advertise with them.

This opportunity cannot be let out of hand.

7. Search-Engine Optimization

This is one of a bunch of new tricks to get a greater number of hits from

searches. We will ensure that certain Bangladesh related keywords are

present in our pages. When people see our link at the top of the list, surely

they would be interested to see what we have to give.

MONETIZATION

The network needs a large amount of resources to run. This money will not only have to

be earned back, but has to provide enough dividends over time to make investing in it

worthwhile. Moreover, since our services are free to the consumers, we have to ensure

that our accounts are kept current through funds from other sources. The network will be

monetized by a number of streams.

1) GOOGLE ADSENSE

AdSense is an advertisement application run by Google, the largest online advertiser.

Website owners can enroll in this program to enable text, image, and more recently,


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video advertisements on their websites. These advertisements are administered by

Google and generate revenue on either a per-click or per-impression basis. Any

webmaster can enroll for the program.

AdSense is the best advertising network on the internet. You select where to put

your ads on your site, and the ads shown are automatically targeted according to the

page contents.

The income from AdSense advertisements are quite high, and are paid on per click

basis. The cost per click ranges from 5c to sometimes $1+.

As AdSense ads are high paying, the earning prospect is quite high with a lot of

traffic. For a typical website the click through rate is about 5%, meaning 5% of ourvisitors will click an ad So if we have only 10 thousand visitors on a certain day and 5%

of them that is 500 of them click an ad, the earning will be 20c (on an average per click)

X500=$100 just from AdSense. However, 10k visitors are lot, lot lower than the amount

of visitors we are targeting. We are targeting at least 100,000 visitors per day. That

equals $1,000 per day.

2) TARGETED ADVERTISING

Since we will have different sections for different topics, the main advantage we will be

having is targeted traffic.

For example, the health pages of the news site, we will have traffic which is interested

about health news. That is an excellent page for promoting health and nutritional

products. For the fashion and lifestyle pages, we will have targeted traffic who would

be interested about beauty products or fashionable clothes. The education portal

will be a highly targeted advertising spot for coaching centers, private universities,

and tuition seekers.

Like these, we can attract a lot of advertisers who would like targeted traffic.


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We will offeradvertisers guaranteedimpression for their ads. So when an advertiser

buys 100,000 impressions, 100,000 impressions will be provided (monitoring to be done

through web trackers or specially designed plug-ins). So advertising with us will not

be uncertain.

Web traffic is better to advertise to than advertising in newspapers or television.

How? Since the audience is capable ofclicking advertisements, which will take them

to the advertisers site where they can be transmitted more details or offers.

However, one problem might be that many products or advertisers would not have

their own sites or landing pages. We will offer advertisers an option: we can offer

them to create special pages for them within our domain featuring their news orpromotions at a little added charge.

3) TOURISM PORTAL PARTNERSHIPS

We can arrange foronline booking of hotels and motels through our site . We can

act as affiliates to some hotels, thus be eligible to enjoy commissions whenever a

visitor books through us.

4) MARKETPLACE LISTING

Although listing will be done free for all companies, we can have featured positions for

businesses at an added charge.

5) SOCIAL NETWORK, JOB PORTAL, AND ALL OTHER SITES

When we receive enough traffic, we will have employers posting their employment ads

directly on our site. They have to spend in recruitment ads anyway, and if we can

better solutions at cheaper rates, they are sure to choose us.

We have an added advantage above all other conventional media advertisements.

Although advertising in newspapers and televisions look to aware people and are

limited to conveying their message within short time spans orshort spaces without


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feedback, butours will lead to action traffic, who, if interested, will click on ads and

see what the advertiser have to offer in details.

Group 15

Boggle.com - Plan for a Bangladeshi Content Portal

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