My directi winning ppt Move in it

Team InfernoNaveen | Satyajeet | Sudarsshan | Sushanth

IIM Lucknow

DirectiCase Study Competition 2012

TEAM APPROACH

Industry Analysis- Secondary Research

Consumer Insights- Primary Research

Competitor Analysis

Our Product- Based on Consumer Insights

Segmentation - Target Group

Marketing Plan

Monetization Plan

SNAPSHOT OF INDIAN MOVIE INDUSTRY

Revenue breakdown: Indian film industry

Size of Indian film industryMajor movie industries in India• Bollywood (Hindi movie industry)• Tollywood (Telugu movie industry)• Kollywood (Tamil movie industry)• Mollywood (Malayalam movie

industry)

Growth drivers • Expansion of multiplex screens & increase in number of digital screens• Higher Cable & Satellite revenues • Ancillary revenue streams like DTH,

digital downloads etc• Regional-language cinema (60% of all

Indian movies) • Rise of new age user devices - Smart

phones, tablets, PCs, gaming devices

• Indian cinema reached 100 years milestone on April 21, 2012• Movies contributed $640 million to the Indian economy annually

Source - Crisil Research

Source - Whitepaper for Assocham

EMERGING NEW FILM INDUSTRY - SHORT FILMS

• Indian short film, Chana was screened at the annual Cannes film festival(2012)• Few of the popular Indian short films are

Prarambha by Santosh Sivan (13m) Satisfied??? by Aliakbar Campwala (8m) Printed Rainbow by Gitanjali Rao (15m) Little Terrorist by Ashvin Kumar (15m) How to Mess Up in Love by Balaji (9m) Arranges Marriage by Balaji (12m)

Short film market is extremely large, Indian film makers have made a mark globally

Praveen Vattikola, Indian short filmmaker has directed, produced several award winning films, one of which received a Regional Emmy Award in the Arts & Science category

Access to short film festivals is facilitated by withoutabox.com, Create-A-Space feature allows Independent filmmakers to sell their work

Internet Users in Millions

India Online Retail business (Crores)

Source: IAMAI-IMRB Survey, Assocham Report, Nielsen Survey, Zee News

Internet is mainly used for Social networking, Listening Music, Watching Movies and Gaming 19-40 year age group constitute nearly 85% of total internet users Online Video Sites like YouTube receives 60 hours of uploads per minute and 4 bi views per day Smart Phone users are shifting from TV to their phone for watching Movies and Serials(Zee News)

Internet & Smart Phone trends in India

INTERNET IN INDIA

Nishant, Bhopal Short Movie Maker

I make many short movies but there is

no platform available to launch

it

Bala,Student,IIM Lucknow

Kavita Sharma,Interior Designer

I have new movie ideas, but I don’t

know how to make a movie

I ask from my friends about the good movie of my

style before watching movies

Platform to Launch & Promote Short Movies

Platform for new movie idea generation

Personalized recommendation

Movies Games, Goodies, accessories

Online streaming, Tickets, Purchasing DVDs etc..

Our Offerings

Prashant Garg, Crisil Employee

Mandeep,Business man

Aashri , Employee- Applied Materials

Existing movie Website just

provide information there is nothing

more in them

I want to get everything about

Movie at one place from Online tickets to purchasing DVDs

I love to collect memorabilia of

Movies but don’t know how to get it

PRIMARY RESEARCH- CONSUMER INSIGHTS

New Movie Idea Generation

Mediocre

Present

Done In-house

Not Present

No News, only videos

Not Present

Not present

Present

Present

Regularly updated

Platform for new movie idea generation

Consumer Ratings and feedback

Review from freelancer critics for short films

Completely user driven forum

More noise generated by movie-buffs

Social Media Presence

COMPETITOR ANALYSIS

Cinema News

User Ratings

Critics Reviews

Community

Mediocre Strong Very Strong

Not Present

Not Present

Verified by IMDB

Global in nature

Critical Factors of

Comparison

Promise

Regional Content

Only popular content

Regional and Hindi content

Prominent Presence

Not regularly updated

Not Present Not Present

TARGET GROUP

Segmentation of Movie Goer

The Squanderer

Have Some Time to Kill Watching Movie is just Time Pass

Knew only Few Directors and Actors

Never dig deep while Watching Film

The Cult Film Addict

Count days to Big One Dedicated & Loyal to your favorite film

Collect Memorabilia You snub "artsy fartsy" films because you think

they’re pretentious

The Art House Buff

You go for substance and cherish a good, well-written script

Have seen lot of films across genres

You Just Don’t’ Watch, You Critique

You like to discuss the subtle messages and

metaphors in the film

Target Segment

The Art House Buff

The Cult Film Addict

Target Segment

Short Movie Maker

Just Don’t Watch Movie, Make it

Desire to show their movie to the world

Want Critique review & feedback on Movie

made by meAspire for Fame

TARGET GROUP

Short Movies

Launch of Short Movies

Customer Engagement-

Games

Platform for new idea generation

Personalized Movie recommendations

Mobile Platform for Movies

UNIQUE FEATURES OF “MOVIE IN IT”- WHY YOU JOIN THIS SITE

Integrated Platform for Movie Creators and Movie Watchers

PRODUCT FEATURE

Short Movies

Launch of Short Movies

Platform for new idea generation

Personalized Recommendations

Customer Engagement

Mobile Platform for Movie

Complete details about Cast crew, Director, Producers & their past record are given

Platform for movie makers to showcase their talent

Ratings, critique reviews, behind the screen, interview

session of short films

Richness factor can be added through Augmented Reality in

later stages of product

All these features are provided in compatible format with

smart phone

Develop app for the site and data-rich content will be

provided

Collaboration with Acting/Drama School for

movie aspirants

Games Based on the Movies

Buy goodies/accessories released by the production

houses

Movieinit –intermediary for Production houses & idea

generators

Consumer would generate new ideas

Most popular idea would be selected for making movie

Promotions of Short Movies

Short film production houses can distribute their films

through auction system

GRAND Launch feature on a specified date & time

Communities formed based on consumer mood score &

engages through forums

Mood of consumer is calculated with his history of

movies watched

Recommendations of movies are made based on this

Mood of consumer

PRODUCT FEATURE (1/5) – OVERALL FEATURES

Videos available in Bollywood,

Hollywood and regional movie

Short films are categorized into

Genre, Language, Coming Soon,

Ratings, Expert Views

Grand Launch of new Short films with

aggressive promotions

Targeted advertisements are

present on right hand side of each page

PRODUCT FEATURE (2/5) – ALL MOVIES AND SHORT FILMS

Latest happenings about Actors, Directors and

prominent personalities

Behind the screen information about

upcoming short films are displayed to the audience

Users can rate these short films based on each

parameter like emotions, quality etc..

PRODUCT FEATURE (3/5) – AUDIENCE ENGAGEMENT THROUGH GAMES

Movie Makers can engage with large registered users

Effective medium to convert fans into Loyalists

Viewers can buy Full version of Games from here, thus

generating revenue for movie makers

PRODUCT FEATURE (4/5) – NEW MOVIE IDEA GENERATION

Regular generation of new movie ideas/stories

from audience

Best new movie idea/story would be made into a short film or regular

movie by production house

Weekly live interaction session with Short Films

Production houses would also be organized

PRODUCT FEATURE (5/5) – NEW RELEASES & PROMOTIONS

Short films – viewed freely by

audience

Short film CD/DVD can be purchased

Goodies, Accessories sold by

these short film production houses

are sold

Based on past mood ratings by

users, Recommendations

are provided

PRODUCT FEATURE- MOBILE PLATFORM (1/2)

Our application mainly focuses on Smartphone users due to their

high data usage rates

Mobile version of our application has separate window for short films,

Bollywood and Regional films

PRODUCT FEATURE- MOBILE PLATFORM (2/2)

Based on consumer’s activity, relevant content and

advertisement would be targeted

Widgets of new releases, latest happenings

PRODUCT ECOSYSTEM

• Free movies will be provided for Consumers. This increases subscribers

• Revenue is also generated through new movies watched & purchase/rental business

• Generate revenue through monetized ideas

• Major portion of Revenue is generated from this section

• Major players are short film production houses who want aggressive Promotions, distributions ..etc.

• New movie ideas can be monetized

Business Model Downstream consumersUpstream consumers

Pre- Launch

Launch

Fast-Track

Involve

Energize

MARKETING PLAN

-30 Days

Day 0

30 Days

Up to 6 months

After 6 months

Create Curiosity

Generate Buzz

Awareness & Trial

Create Conversation

Use Networks

1. Viral Campaign2. BTL activities 3. Print advertisement

1. Noise in Social Media2. Launch Van 3. BTL activities

1. Multiplex activations2. Radio 3. BTL activities

1. Interact with artists, director 2. Exclusive Premier of short films

1. Refer a buddy 2. Online chats &conversations3. User reviews & ratings

PermanentActivities

Online Advertisem

ent

Social Media

Marketing

Alliances & Strategic Tie

Ups

Word Of Mouth

Public Relations

PRE LAUNCH LAUNCHViral Campaign• Social Media • Facebook • Orkut • Twitter • Four SquareViral Video• Launch videos to generate buzz

BTL activities• Stairways in malls• Display banners• Signboards• Road shows• Promotions

Print advertisement• Newspapers – Times of India, Hindustan

Times• Magazines – Stardust, Boxoffice • Pamphlets – Distributed in malls • Behind Bills - Movie tickets, Petrol bills

Noise in Social Media• Forums • Online blogs• Release viral videos• Fan engagement video

Launch Van • Vans to travel in metros with large

television displays demonstrating USP of the product

BTL activities• No parking display in malls• Display banners• Live interactions at multiplex

FAST TRACK INVOLVE

Multiplex activations • Kiosks at malls• Pamphlet distribution • On-the-spot events in malls• Live demos of the product• Attractive offers and discounts

Radio • Jingle contests in popular radio stations

such as Big FM, Radio Mirchi• Best fan contest for uploading funny

videos• Advertisements of 10 seconds during

popular shows

BTL activities• Multiplexes - Hoardings & Danglers Posters on Elevators• Transport Stations - Bus stops & Railway

stations• Cabvertisements - Fast track, Merucabs

& Quick cabs

Interact with artists, director • Live interactions at fixed time slots• “Behind the scenes” stories• Exclusive interactions with short film

artists• “Lucky fan” to have face to face

interactions with celebrities

Exclusive Premier of short films • Movies would be telecast at fixed time

slots• “Creating Buzz” - two weeks before

release • Interviews by actors and director• Feedbacks from movie buffs and critics

ENERGISE

Refer a buddy • Recommend the product to friends and colleagues• Creation of regional fan base over the internet• Exciting offers up to 10% for more than 100 referral joiners• Positive word of mouth to increase positive sentiments among online community

Online chats & Conversations• Regular updates on new releases and latest happening in the world of glamour• Fans interacting among themselves to know amore about actors, directors and short films• Volunteer moderators in each forum to make sure things don’t go out of control• Live chats with actors and directors of short films

User reviews and ratings• U-Rate; Rating by movie viewers based on their likes and dislikes• Recommendations to users based on past views of movies• Reminder for new releases• Critics rating to give the flip side of the movie• Freelance movie connoisseurs to give unbiased opinions about movies

Advertisement from company who target Movie Freaks

Movie Theatres

Movie Corporations

Coupon Sites

E-commerce

MONETIZATION PLAN #1

Revenue from Selling Movies Online & DVDs

Selling online New Movies

Selling & Rental DVDs

3rd Party Click or Targeted deals

Financial Revenue

Websites RevenueIndiaglitz 65 lakhs

Bharatmovies 45 lakhs

Ours RevenueYear 1 15 lakhs

Year 2+ 25 lakhs

Year 5 65 + lakhs

MONETIZATION PLAN # 2

Financial Revenue

Year/Revenue 1 2+ 5+Online Movies 25 50 150

3rd Party click 5 15 25

Selling DVDs 10 40 75

“Platform for getting new movies + Attractive deals from E-Commerce Sites + Selling and Rental of DVDs” - Interface for E-commerce sites (For example – Junglee.com) and buying, selling of DVDs

• Revenues would be driven from advertisements of leading multiplexes having pan India presence and large production houses

• Advertisements from E-commerce sites & coupons sites would improve our inflows

Value Added Services

Movie Tickets

Movie Games


Revenue from Short Movies

Exclusive Launch & Prime Time

Promotion

Financial Revenue

Year/Rev 1 2+ 5+

Tickets 25 100 300

Games 25 100 300

Drama 10 25 50

Note: 1. please refer appendix for details2. All revenues in lakhs

Financial Revenue

Year/Rev 1 2+ 5+

Exc. launch 5 10 25

Prime Time 10 20 40

Promotion 5 10 20


“Platform for new movie idea generation”. Most popular stories can be selected by Movie makers for future films. Commission will be charged from movie houses to read stories.

Financial Revenue


Revenue from New Idea Generation

Movie in It

Year/Rev 1 2+ 5+Total Idea 1000 2500 10000

Idea Selection

10 25 100

Cost /Idea 50000 75000 100000

Revenue 500000 1875000 10000000

FINANCIAL PROJECTIONS

PROFIT & LOSS STATEMENT

Year 1 Year 2+ Year 5+

Revenue(INR)

PLAN1- Advertisement 15 Lakhs 25 Lakhs 65 Lakhs

PLAN2- Selling Movie 40 Lakhs 105 Lakhs 250 Lakhs

PLAN3- Value added 60 Lakhs 225 Lakhs 650 Lakhs

PLAN4- Short Movies 20 Lakhs 40 Lakhs 85 Lakhs

PLAN5- Idea Generation 5 lakhs 19 Lakhs 100 Lakhs

Total Revenue 140 Lakhs 414 Lakhs 1150 Lakhs

Direct Cost(INR)

Infrastructure Cost 40 Lakhs 60 Lakhs 100 Lakhs

Indirect Cost(INR)

Purchasing Content 75 lakhs 150 Lakhs 400 lakhs

SGA Cost 15 Lakhs 40 lakhs 60 Lakhs

Employee Cost 25 Lakhs 60 Lakhs 150 Lakhs

Others 10 Lakhs 20 Lakhs 50 Lakhs

Total Cost 165 Lakhs 310 Lakhs 760 Lakhs

Profit before TAX -25 Lakhs 104Lakhs 390 Lakhs

Tax @ 30% Nil 31.2 Lakhs 117 Lakhs

Profit After TAX -30 Lakhs 72.8 Lakhs 273 LakhsNote: Refer Appendix for Assumptions & Financial Calculation

Specialization – Marketing & Finance

Experience in FinanceIIM Lucknow

Specialization – StrategyExperience in Business

Consulting IIM Lucknow

Specialization – FinanceExperience in Finance

IIM Lucknow

Specialization – Marketing & Finance

Experience in Telecom & Marketing

IIM Lucknow

THANK YOU

TEAM

INFERNO

Forecasting & Assumptions

APPENDIX

Year 1 Year 2+ Year 5+Exclusive Launch

Movies 100 150 300Cost/ Movies(INR) 5000 7500 10000

Revenue(INR) 500000 1125000 3000000

Prime TimeMovies 350 350 350

Cost/ Movies(INR) 3000 6000 9000Revenue(INR) 1050000 2100000 3150000

PromotionMovies 500 1000 4000


Online MoviesMovies 50000 100000 300000


Selling DVDsMovies 10000 40000 75000


Forecasting & Assumptions

Financial revenues from Advertisement forecasting is done on the basis of Competitor analysis• It is assumed after 5 years our revenue will be matching with competitors like Indiaglitz &

Bharatmovies

Financial revenue from selling Online movies and DVDs- We believed at least 10% of smartphone and internet user watch online movies or purchase DVDs and our focus is to capture 5% of market share in initial years .

Financial revenues from selling online tickets is done on the basis of competitors analysis• BookmyShow earns 20 crores from selling online ticket and started 10years ago. Being

conservative we believe we will earn a minimum of 5 crores in next five years.Gaming Industry in India is of 1300 crores. Out of which we assumed 25% to be movie based of which 20% to be played online.

• Our aim to capture 5% of Movie based game Industry in next five years.

Source: CSI Magazine India Biz news Free website report www.medinama.com

APPENDIX

My directi winning ppt Move in it

Entertainment & Humor

Transcript of My directi winning ppt Move in it