Marketing PlanSam Bishop

BUS 575 Marketing TheoryProf. Mark Morgan

Term 2, 2012

About Infiniti PokerWhere Players Become Pros

INFINIVISION

Gavin SmithTeam Infiniti Captain“Clown Prince of Poker”

Instant transactions

Executive Summary Goals and Objectives

› Position Infiniti Poker as THE online poker room for US players by providing convenient depositing and new playing options that capture the interaction and intensity of live play

› Build market share: Sustainable average US player volume Significant player base in terms of deposits Peak play volume to signal growth potential

› Become Industry Leader in Real Time, Instant Deposit and Withdrawal Options “One-click” Bitcoin deposits and debit card withdrawals – legal, fast, practical

Strategic Focus› Niche marketing –targeting savvy, experienced US online poker players who

abandoned online play in the 2004-2010 time frame due to UIGEA› Volume-Oriented pricing, penetration pricing strategy for market

introduction to build market share› Core poker experience – Focused game choice (No Limit Hold ‘Em) early on to

keep costs low and avoid fragmentation of customer base› Product leadership orientation – InfiniVision webcam technology gives players

live poker feel

Executive Summary Implementation Issues

› High player volume and turnover is essential for differentiating on features and convenience; need player exposure and word-of-mouth to gain momentum

› Gaining market share and brand acceptance is crucial to prevent large poker rooms from copying our business model Existing market share leaders Pokerstars and Switch Poker could implement a stopgap

blocking strategy› Bitcoin objectives are critical to distribution strategy – players and partners will be motivated

via rakeback deals which require functional financial transactions› Any CEO downtime will interfere with centralized marketing structure; Rogue decisions or

communications by lower managers (through SM or other) could threaten program› There are likely to be unforeseen operational and IT related challenges due to use of

independent software package – necessary to maintain autonomy and implement features

Expected Outcomes› Rapid increase in brand awareness

Strong brand association with patriotic US imagery – successful communication that we are actively seeking US players

Successful communication of ease of use and demonstration of unique features› Large numbers of new players trying Infiniti Poker and making Bitcoin deposits› Real time SM and poker forum based customer service – combining support and promotion› Successful market share grab - stage set for growth

About Infiniti PokerWhere Players Become Pros

Technologically advanced, social media enhanced, US-facing online poker room

Based in Canada with Las Vegas player investors “Captain” of Team Infiniti is Gavin Smith – “Clown Prince of Poker”, 2005

World Poker Tour Player of the Year, World Series of Poker Bracelet winner In public beta testing (play money) as of 9/13/12; website went live

12/23/11

Accepts Bitcoin deposits – instant, global, legal, secure› Standalone digital cryptocurrency – independent of US$› Bypasses banks, credit card companies, other financial intermediaries› Players no longer have to store their bankroll with the poker room

InfiniVision – online poker with live web cams; can play at public tables or set up “home games”

Infiniti Connected social media platform partnered with Profit 4 Purpose, a sustainable business non-profit group

Customer Environment

Current and Potential Customers: › Existing online US poker players “on the margins” after UIGEA Black Friday crackdown› Live in US major metro areas, medium income, primarily single, 30-45› Very computer savvy, highly skilled at poker– “rocks”, play daily - heavy users; Treat poker as a second job› Workaday in their attitudes; get excited about promotions that reward “table time” or skill – like “deep stacks”

poker› Socialize mostly online

› Returning online US poker players who left before or after UIGEA› Live throughout the US, higher income, standard marriage rate for age range, 35-55› Savvy poker players, but not as technical – “sharks” and “eagles”; Medium users – play in bursts› Play for entertainment and $/hour; drawn to “big league” promotions (pro players, “World Series” tourneys)› Have extensive family and work obligations; circles of friends -“word-of-mouth” consumers

› Local brick & mortar poker players lured to online poker› Live throughout the US, less on the coasts, low-medium income, mix of married and single, many retirees, 45-70› Not computer savvy – depend on default software install to work out of the box – mix of “rocks” and “fish”; Light

users, but can be incentivized.› Play out of novelty and convenience; not aware of rake or tourney fees – “paying to play”; not expecting to win› Have less work obligations; socialize at the poker tables and then “return home” – unclear what their “at home”

playing experience would be like

Customer Product Use› Above board, well promoted, smooth running, feature packed US-facing site serves customer groups› Software would be downloaded from poker room web portal and affiliate sites. › Players would install poker room software on any and all of their computers – not mobile, yet› Future complementary products: sportsbetting, blackjack (including at the poker table), casino games› Poker room play feel is optimized for multi-hour sessions, but users can rapidly jump in and out of

games› “Auto-rebuy” settings and redeposit ease influences player session length

Customer Environment, cont.

Product Purchase› Real money deposits would be made via Bitcoin or Moneygram initiated through the poker room

software and supported by live chat and email support› Potential intermediaries include Bitcoin currency exchanges (Mt Gox), instant transfer services

(BitInstant, Dwolla), online wallet accounts (Google Wallet)› Traditional banking support services may assist in withdrawals – debit cards, paper checks (usually

Canadian banks) › The likely trend for US players would be from Moneygram style depositing (Western Union) to instant

digital depositing

Product Purchase Timing › Higher deposit and play volume during happy hours, weekends, holidays – players log on in waves

following time zones› Higher play volume occurs during World Series of Poker and other major televised poker events› New and infrequent users spike after marketing activities like commercials or presence of a Team

Infiniti Player at a “final table”› Tourneys and higher limit cash games are scheduled based on traffic

Converting Non-customers› Some players will be daunted by technology or prefer the feel and pace of live play – Infiniti poker

features and customer support can convert this group› Some players are loyal to their existing poker site – “Grand Opening” deposit bonuses and buzz are

intended to draw in these customers› Non-players will be intimidated by rules and fast pace – free play version of software and

“educational material” on web site addresses this group

Competition

Brand – Seals With Clubs, Pokerstars (future), Switch Poker (future)› Online poker rooms with similar features and benefits – specifically

ones that accept Bitcoin deposits

Product – Merge Network, Revolution Network › Online poker rooms that allow US players through Western Union

or similar (high fee) deposit methods

Generic – Brick & Mortar Card rooms and Casinos, Horse and dog racing tracks, Sports books› Live gaming options

Budget – Video games, Play money gambling apps (Zynga), Sports, TV, Home games, Reading › Other activities that compete for gaming dollars or hours

Other External Factors

Legal and Regulatory Issues› Unlawful Internet Gambling Enforcement Act of 2006 – Passage made it

difficult and potentially illegal to play online poker in the US overnight. › Justice Department action in 2010 – Froze accounts, caused panic,

widespread banning of US players. Stock prices for public online gaming companies tanked.

› Poker Players’ Alliance - Effort by lobbying group to exempt online poker from UIGEA and similar regulations. State laws have moved faster with many states now explicitly allowing online poker.

› Financial Transactions – Technically, only the transfer of funds to/from poker websites by certain means is illegal (money laundering concerns).

› Existing large gaming sites in Europe and offshore could swoop in if legislation changes.

Technological Advancements› Improved and faster broadband saturation enables live webcam tables, faster

software, handling of more players and tables› Bitcoin enables instant back and forth funds transfers› Social networking enables communication about who is playing where and when› Unclear what would happen if a big online player like Pokerstars were to

suddenly allow Bitcoin.

Competitive Advantages Product leadership orientation –

› Significant product advantages related to technological features› Webcam technology enables a more live poker feel online including

reading tells and body language› Bitcoin enables instant deposits and withdrawals, helps US players to

play without fear

Alliance with Gavin Smith takes advantage of his significant media presence in national televised tournaments

Trademarked InfiniVision technology and logo help build strong brand Current legal situation means they are essentially the only game in town

with this level of features and service Positive media exposure and beta testing – far superior to direct

competitors Company image advantages – partnering with non-profits

SWOT Analysis - Matrix and Quantitative AssessmentStrengths M I R Opportunities M I RWell-known spokesperson, Gavin Smith, frequently on TV, brings in players 3 3 9

Other poker rooms are complacent in regards to Bitcoin and US funding/customer service concerns 3 3 9

Proprietary InfiniVision webcam poker table technology 3 3 9 Lack of US facing online poker rooms 3 3 9Low transaction costs and instant processing by relying on Bitcoin and avoiding financial intermediaries 3 3 9

Rival networks (US market) have poor customer service and image 2 3 6

Thriving social media presence (Facebook, Twitter, soon Youtube) 3 2 6 Rapid growth of interest in poker due to televised tournaments 2 2 4

CEO has combination of small business and poker experience 2 2 4Online poker players play on multiple sites with high switching rates 2 2 4

Integrated poker related social networking feature - enables "home games" online 2 2 4

Bills allowing online poker are working through state and federal legislatures 1 2 2

Sufficient funding 2 1 2Cheaper, faster broadband enables new bandwidth intensive features 1 2 2

Alliance with non-profit sustainable business group 1 1 1Economic downturn makes costs of trips to Vegas and higher rakes of local cardrooms less palatable 1 1 1

Weaknesses M I R Threats M I RWeak market image relative to existing poker networks, especially outside the US -3 3 -9

Entry of large online poker rooms (like Pokerstars) into US market by way of Bitcoin or change in legislation -3 3 -9

Small player pool, limited beta testers -3 2 -6 Entry of Bitcoin poker rooms into US market (like Switch Poker) -3 2 -6Unproven technologies -3 2 -6 Entry of many small online poker rooms into US market -2 3 -6

Scattered strategic direction – aiming for technological excellence, social networking penetration, and to build a signature brand all at once -3 2 -6 Bitcoin regulation -3 1 -3

Limited staffing -2 2 -4Congress could expand UIGEA or pass additional legislation regulating online gaming -1 3 -3

Potential lead time issues related to beta testing (software bugs) -2 2 -4Justice department could expand enforcement of UIGEA or apply Wire Act in new ways to online gaming -1 3 -3

Narrow selection of games and buy-ins -2 1 -2Poker players could reject online play in favor of live play or other activities -1 3 -3

Lukewarm or skeptical reception by some trade publications -1 2 -2Poker players could lose confidence in Bitcoin or online poker in general -1 3 -3

Bitcoin valuation could decrease rapidly or fluctuate wildly -1 2 -2

IT/computing costs could shift down enabling new entrants or shift up blocking expansion -1 2 -2

Strategy Canvas(Higher = More Preferable for Player)

Fees Number of Players

Game Choices Features Convenience Speed Ease of Deposit

Ease of Withdrawl

0

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6

8

10

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InfinitiPoker

Infiniti Poker - Future

SealsWithClubs

Other Online Poker Rooms

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Strategic Focus Position Infiniti Poker as THE online poker room for US players by providing

convenient depositing and new playing options that capture the interaction and intensity of live play

Initial strategic focus - follow a niche marketing direction targeting savvy, experienced US online poker players› Win over players who are currently compromising with high fees and legal risk

(Merge/Revolution players)› Build a loyal player base, grow via word-of-mouth and social media efforts › Capture market share as US players who abandoned online play in the 2004-

2010 time frame return to the fold

Strategy Canvas analysis› Brand/product competitors will hold early advantage in players and games› Niche market strategy will leverage superior features into a dedicated player

base› New games and promotions can be tailored to the unique player pool› Customer loyalty to features will maintain market share as Bitcoin use grows› As US player volume returns to pre-UIGEA levels, customers will stay because of

ease of use and new players will join for the features

Divided Market Identifiable and Measurable:

› US Online Poker Players› They are gaming oriented - Trips to Vegas, Indian Casinos› They watch gaming related media – televised tournaments, movies about poker

Substantial:› Current volumes (Pokerscout.com average): 3,549 players on sites accepting US players› Pre-UIGEA volumes (Fiedler and Wicke 2010): 1,428,823 unique US players – logged on at

least once in a six month window› Pre-UIGEA market size: $650.5 million (26.02% of global market – next largest is Germany at

9.35%) Accessible Through:

› Popular online poker forums – twoplustwo.com, cardschat.com› Poker magazines – Card Player, All In, Bluff, Poker Pro› Televised poker events – World Series of Poker, World Poker Tour› Social media – Facebook, Twitter, YouTube

Responsive:› Players regularly shift between sites based on: player traffic, deposit bonuses, software

speed/reliability, features, famous players at the tables, big tournaments› US players are actively seeking new online poker sites due to recent room closures and

deposit hassles Viable and Sustainable:

› New crops of poker players every year (18 is the typical minimum gambling age online)› Bitcoin deposits don’t require extensive vetting by financial intermediaries or poker room› UIGEA doesn’t disallow Bitcoin deposits; most states allows online poker, more will soon

Summary of Primary Target Primary Target – Scott, the dedicated online poker player

› ID: Scott continues to find ways to play online from the US even in a post-UIGEA world. He frequents twoplustwo.com daily and keeps up on what poker rooms are hot and not. He used to play at many tables and sites simultaneously for 4+ hours each day, but now he is frustrated over the lack of players and games available.

› Basics: Scott needs a small to medium stakes no limit cash game with at least 4 players

consistently Scott wants fast software, a popular poker site, easy deposit/withdrawal transactions Scott prefers to have new players (“fish”) rotating through and dependable poker room

monitoring for collusion and robot players Scott requires a site that doesn’t freeze his bankroll, have glitches that cost him money,

and a reliable shuffle

› Buying habits and preferences: Deposits big up front for deposit bonuses; will redeposit for bonuses even if not “busted” Plays “deep” at the table (lots of chips relative to the stakes) Joins and participates in player’s club for rewards and rake-back

› Consumption/disposition: Plays many hours per day, most days per week, both peak and off hours Will play higher stakes when he’s “running good” Doesn’t generally get too involved with special events like tournaments, but will dabble Prefers the “steady grind” of cash games Chats and interacts occasionally with other players

› Expectations – He wants the poker room to function smoothly and not interfere with his immersion into the game.

Primary Target– Scott’s Characteristics Demographic

› 28 years old, Single, Male, Caucasian› Engineering Degree, Quality Engineer, Non-manager, $68k salary› Not religious

Behavioral› Doesn’t overdo it at work› Plays poker late into the night multiple nights per week› Has considered “going pro”, but doesn’t want to break his routine› Shops and eats at local chain stores and restaurants

Psychographic› Fairly quiet in real life› Active in online discussions about poker strategy and trends› Thinker – enjoys the “process” of poker› Sees family on holidays, friends on the weekends

Geographic› Twin Cities, Minnesota› Lives with roommate in large apartment in suburbs near major mall

Summary of Secondary Target Secondary Target – Mark, the live tournament player

› ID: Mark loved the speed and variety of online poker, but got out when Pokerstars banned US players. It was a sad day for him. He regularly plays in high stakes home games and medium stakes no limit cash games at Hustler Casino. Twice a year, he goes to Vegas to play in bigger tournaments. While a good player, he hasn’t found the luck or time to win much. He doesn’t get involved in the popular poker scene, but is solid with poker strategy. He is a very sociable player with thick skin and an expert poker face.

› Basics: Mark needs a medium to high stakes tournament offered at least a few times a month with

big side games afterwards Mark wants the software to support player interaction similar to live play – easy betting, pop-

up chat, quick re-buying Mark prefers to have big fields of players who know the rules, but aren’t too tough. Slow or

rookie players frustrate him. Mark requires a site that handles tournaments well (doesn’t break down in the middle)

› Buying habits and preferences: Deposits as he needs to buy into specific tournaments or events and for cash play afterwards Doesn’t actively participate in player’s clubs, but watches tournament calendars closely

› Consumption/disposition: Plays only a few days per month, but may play for 8+ hours – similar to all-day live poker play Will buy into a range of different sized tournaments, including the biggest ones Prefers the excitement of a final table Chats and interacts with other players near constantly – is “known” on the site, loves it, and

interacts over social media with other players frequently

› Expectations – He wants a poker room the hosts and hypes big events so he can be part of something special

Secondary Target – Mark’s Characteristics Demographic

› 42 years old, Married – no children, Male, Caucasian› Computer Science Degree, Program Manager, $110k+ salary› Atheist

Behavioral› Workaholic, works from home 2 days per week› Schedules time into busy schedule for home games and big tourneys› Hosts home games frequently› Plays online only occasionally now, but keeps an eye out for ways to play more› Will play long stretches when in Vegas or traveling

Psychographic› Accomplished and affable with friends and contacts in many circles› Enjoys talking about bad beats and big pots› Innovator-Achiever› Enjoys outdoor activities with wife› Knows he can win at poker, but is looking for a game-changing experience

Geographic› Southern California, L.A. County› Significant equity in large house in recent development

Product Differentiation Infiniti Poker is an online poker site that enables US players of all

experience levels to have hassle-free access to a core set of games that are set up to feel and play like live gaming

Lifecycle Stage: Infinite Poker is in the Development Stage of its lifecycle. Customer Service – Combining Support and Promotion

› Twitter based real time support› Rapid response email and live chat through website› Facebook discussions and promotions› Twoplustwo.com dedicated forum for support and promotion

Image – Bold and Above Board› Patriotic US imagery to communicate they are actively seeking US players (instead of

begrudgingly or temporarily like Merge/Revolution)› Big grand opening specials and blow out promotional activities (instead of quietly grinding

away with a small player base like SealsWithClubs)

Features Advantages Benefits

Bitcoin depositsReduced transaction fees and time for deposit and withdrawal

Get playing faster - immersive entertainment

InfiniVision Webcam PlaySee who players really are instead of avatar pictures and silly handles

Socialize with other players, play "real" poker

Social Networking "Home Games"

Easy to play with whomever you want or set up your own tournaments Help friends try poker, casual play

Custom softwareDedicated user base - loyal players, instead of a multitude of generic "skins"

One stop shop for poker - no need to chase the action

Product Positioning Infiniti Poker’s combination of convenient transactions and software

features make it superior to existing US accessible online poker rooms. The Infiniti Poker experience combines the best of live play – face-to-face interaction, easy chip buying with the qualities of online play – more hands, play at home.

Ring game grinders like Scott will come for the quick deposits and stay for the dedicated player pool and immersive experience

Tournament pros like Mark will join for big InfiniVision grand opening events and stay for the interactive experience.

“There are so many elements that make [online poker] like real poker, but the one element that is missing is the visual…Why can’t we create a site where the two worlds come together?” –Michael Hajduk, CEO (Pokerfuse.com)

“What if sites which accepted US-based customers had been handling their deposits and withdrawals in Bitcoins?...there would have been no bank involved at all - thus, no bank could have been defrauded.” –Matt Kaufman (Pokerstrategy.com)

Perceptual Map of US Poker Playing OptionsVariety and Convenience

Variety of Games/Features

Favors Dedicated Playing Sessions

Convenient Entry and Exit

Barebones/Fewer Options

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Marketing Goals and Objectives Goal 1: To launch and position Infiniti Poker as the most exciting US-facing online poker

room available› Objective 1: Obtain a 7 day average player volume of 250 US players

Volume level necessary to demonstrate software stability and poker room viability As measured on Pokerscount.com – compiling running averages will start after 1st week Milestones are set every 12 months - adjusted upwards annually CTO is responsible for site integrity and reporting data trends to CEO; CEO sets promotions and incentives

› Objective 2: Reach 5000 real money player sign-ups and initial deposits Volume level necessary to demonstrate poker room sustainability As measured by internal account software Timeframe: Within first 6 months after go-live CMO is responsible for developing process to attract new players

› Objective 3: Achieve peak player volume of 750 US Players Volume level necessary to demonstrate viability and growth potential As measured on Pokerscount.com – compiling running averages will start after 1st week Over course of first 12 months and then adjusted upwards annually CTO is responsible for compiling and report data and trends to CEO (and avoid brown-outs) CEO sets promotions and incentives intended to influence play volume

Goal 2: Become Industry Leader in Real Time, Instant Deposit and Withdrawal Options› Objective 1: Simplify Bitcoin deposits and withdrawals to “one-click”

Within 1st 18 months of operation – process should be streamlined along the way Need to develop strategic partnerships with Bitcoin service providers CFO and CTO will work together to develop Bitcoin process due to financial and technical aspects CEO has final sign off on new process due to its potential impact on player experience

› Objective 2: Roll out withdrawal debit card Within 1st year of operation Need to develop strategic partnership with Canadian bank CFO is responsible for bank selection, coordinating with CTO for integrating into software and CMO for

promotion and usage strategies

Pricing Strategy Infiniti Poker is transitioning from their Development Stage into their

Introduction Stage

Due to the uniqueness of revenue generation from poker room rake and tourney fees, a Volume-Oriented pricing objective is appropriate. High player volume and turnover is essential.

A penetration pricing strategy is appropriate for market introduction. Poker players are sensitive to rake levels and fees relative to competitors. Although, there are significant features and advantages, it would be too risky to adopt a price skimming strategy.

The key to being able to differentiate on features and convenience is establishing a large player pool as quickly as possible. The new features require player exposure and word-of-mouth to gain momentum.

Gaining market share and brand/feature acceptance is also crucial to prevent existing large poker rooms or new upstarts from copying the business model

Tactics:› Patriotic promotions – deposit bonuses for Presidents’ Day, 4th of July, Thanksgiving› Special limited time rake reductions for high volume players coming from internet forums› Special matching bonuses and guaranteed price pool tourneys for new players coming from

SMM and traditional marketing› Return and 2nd deposit bonuses to roll out after 90 days, tethered to player volume› Players Club points for tourney entries, message gear (hats, shirts, hoodies), poker books, etc.

Distribution/Supply Chain Strategy Exclusive Distribution of Core Product: Infiniti Poker will be a standalone,

independent online poker room› Other poker rooms are joining together into networks running off of common servers and

using common deposit/withdrawal systems› Infiniti Poker will protect its competitive advantage and by delivering its product via its

proprietary software – only available by download from their web site› Infiniti Poker will keep costs low by relying on cutting edge deposit/withdrawal processes› Users will have their software automatically upgraded upon log on and checked for

authenticity (to prevent user modifications to the poker room interface)

Selective Distribution of Games: Infiniti Poker will offer No Limit Hold ’Em Cash Games and Tourneys› Other poker rooms spread themselves too thin trying to offer as many games as possible,

including lesser known variants with colorful names (“Pineapple”, “Pai Gow”)› Infiniti Poker will preserve its operating margin by focusing on the core poker experience

of No Limit Hold ‘Em - this will help players not be overwhelmed by both game choice and new features.

Achieving Bitcoin and deposit/withdrawal intermediary objectives are critical to distribution/supply chain strategy – potential partners will be motivated via rakeback deals and supply agreements where possible

Having a visibly distinct product (NOT a “skin” on one of the existing networks) will help differentiate Infiniti Poker and preserve their autonomy in rolling out new features and offers as they move into their Growth Stage

Integrated Marketing Communication Strategy Strategy - Infiniti Poker is the easy, legal way to play real poker online in the US

› Tailored specifically to primary and secondary target markets – aiming to rapidly increase brand awareness, communicate ease of use, and demonstrate unique features

› End result is large numbers of new players trying Infiniti Poker

Component Objectives in the Introduction Stage› Pull strategy – focus on generating player volumes

Partnerships with financial intermediaries triggered by size of player pool IT/server expansion scaled with play volumes – balanced approach to contain costs with some risk of server

overload if demand is great

› Significant Internet and Print Advertising– key poker websites, forums, publications 75/25 mix of Product/Institutional Advertising for primary target – drive traffic on features for existing players 50/50 mix for secondary target – drive traffic on convenience/experience for players not currently playing

online

› Initial large sales promotion to drive players to install and make initial deposits› Public relations – Mostly secondary to advertising; handling “technical” communication› Personal selling – Customer support to streamline deposits for high volume players

Significant budget in the early stages to generate awareness and drive traffic› Initial budget should be based on an Objectives and Tasks Approach with phases and

milestones to release rounds of funds Phase 1 – drawn from start up capital – sufficient to reach primary and secondary targets primarily through

internet and print communication channels. Milestone – Goal 1, Objectives 1 and 2 Phase 2 – drawn primarily from early revenue – Reach referrals and follow-on targets. Milestone – Goal 1,

Objective 3

› After initial volume targets are reached, transition to a Percentage of Sales Approach To coincide with strategic shift towards player retention, loyalty, and per player play volume boosting Phase 3 – scaled budget from ongoing revenue stream – Hook customers for the long run. Milestone – Goal

2

Integrated Marketing Communication Strategy

IMC Strategy

Advertising

• Brand rollout: Ad purchases on poker forums, top 3 poker room referral sites, top 2 rakeback sites, and top 2 print poker publications

• SMM: SEO, keyword ads (Google and Bing), targeted Facebook ads

• Poker room launch: Website and email communication

Public Relations

•Press Releases/White Papers: Technical communications of Bitcoin, InfiniVision

•Feature Articles: Team Infiniti accomplishments and expansion, CEO background, social commitment

• Product Placement: Team Infiniti gear worn during televised tourneys

Personal Selling

•Premium Customer support: Streamlined deposits/withdrawals; deposit incentives, tourneys, clubs for high volume and high referral players

•Targeted Player Blocks: Set up dedicated forum on twoplustwo.com and private message high value players

Sales Promotion

•Competitively matched initial and return deposits with low minimums

•SM (Facebook/Twitter): Announcements of freerolls, guaranteed prize pool tourneys

•Web conferences and chats

•“In Real Life” showcasing at tradeshows

Integrated Marketing Communication Strategy

Relationship Stage Customer Relationship Goal IMC Strategy

AwarenessCommunicate poker room availability and features;Build awareness in online poker community

Advertising – Internet, SMM, printPromotions – Initial deposits, freerolls, play chips leaderboard

Initial Purchase

Convert play chip players into real money players;Build initial player base; Add Infiniti Poker to “evoked set” of online poker rooms

Expand Awareness stage with more institutional adsRollout personal selling strategies – forums, SMM

Repeat CustomerSuccessful withdrawals and return deposits;Users seeking out and interacting with InfiniVision

Personal selling and customer support are keyExpand Public Relations technical communications

ClientCustomers deposit and withdrawal with confidence, comfort, and regularity

Rollout player’s clubs and “earned” tourney buy-ins;Expand game types and scale;

Community

Users following and interacting with Team Infiniti;Users looking to Facebook and Twitter for new tourneys and features – significant SM traffic

Create player “tiers”: promote and personal sell accordingly

Advocacy

Strong use of SM and collaborative features;Loyalty to Infiniti Poker’s experience rather than games, incentives, or specific featuresPlayers customizing their settings; tweeting favorite tourneys

Speed up gaming experience: increase hands per hour; Reduce time to table

Marketing Implementation Implementation as Organizational Culture – Infiniti Poker is a startup company;

Leadership Team will implement early phases of the plan directly; Blurring of technical, operational, and marketing lines requires deep and direct understanding of company’s strategy

Shared Goals and Values – Poker is a great way to have fun, challenge one’s skills, and socialize. Infiniti Poker employee’s believe they are bringing something positive and valuable back to the US that was unfortunately taken away by big banks and the Feds.

Centralized Marketing Structure – CEO will keep tight control in order to manage marketing message in company’s early stages. Due to the newness of the technology and financial processes, the CEO will be involved in day-to-day decision-making for operational and legal reasons as well.

Structural changes needed to implement strategy:› The org chart should be adjusted to be explicitly flat underneath the CEO› Also call out critical cross-functional teams assigned to early phase goals and objectives (requiring IT,

marketing, and game operational expertise simultaneously)› Outside consultants should be relied on to tackle specific, unique challenges as they arise rather than adding

roles – at least until initial player base is established – rate of change will be too high

Internal marketing activities:› Employee training – Specifically in framing the Infiniti Poker-Bitcoin experience as convenient, drawing on

players’ familiarity with live poker› Employee motivation – Significant commission and referral incentives to drive up player volume; Employee

tourneys › Overcoming resistance to change – Training and role-playing to demo the approach; focus groups; mentoring and

early interacts with real players› Internal communication – CEO will post on company’s internal SM network; allows for interaction from CEO to

employees and employees amongst themselves