a lifestyle entertainment dubai
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8/12/2019 A Lifestyle Entertainment Dubai
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LIFESTYLE
ENTERTAINMENT DUBAI
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MOLD: Malayalis own Lifestyle Dubai
Lifestyle Entertainment DubaiExecutive SummaryMOLD will treat UAE Malayalee to a world of glamour and substance that is seductive and
accessible. Our stories will guide readers to a world where the pleasures of good life are part of
everyday experience. Sumptuous photography and fine writing will make MOLD, UAE Malayalis
premier source to everything that is beautiful, sophisticated and opulent.
As greater numbers of newly affluent UAE malayalisbecome more financially secure and
social culture evolves, MOLD Media will emerge as both a normal means of entertainment and
a leisure/lifestyle enhancer, and we can expect demand for Lifestyle media to continue to grow
(and evolve) for decades to come.
Related to this is the desire for information about modern Lifestylefacts, opinions, new
product launches, practical advice and impartial commentary which can enhance the lifestyle
experience and assist with making the right lifestyle choices. Familiarity with the lifestyle world
also breeds the desire for lifestyle entertainment.
All of the above will be key elements of Mold! Unique Selling Proposition, although the
established market of Lifestyle media in UAE will certainly not be ignored or marginalized by the
editorial approach.
MOLD Mediais being headed by an experienced business and publishing partnership. Farhan
Aslam, Director at Jaslam Trading Company L.L.C and Jashir Ashraf, Managing Partner at
Malabar Classic Tea and Managing Director at Jasspack Services Private Limited are
investing their own capital into the venture, which will secure a lease on premises and assist
with initial set-up costs. Ashik Abdullah, former Marketing Manager at FWD Media and Analyst
at Reuters is the junior partner.
In addition, acelebrity partnership is being sought to build relationship with Malayalam
entertainment industry during the first two years of operation and, in particular, assist with
initial celebrity branding.
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MOLD: Malayalis own Lifestyle Dubai
BUSINESS PROFILEName of the company: Awaiting Revert from Branding Team (Tentatively called MOLD)
Lifestyle Magazine (Digital and print)| Online Lifestyle store| Lifestyle events
MOLD media Pvt. Ltd. is a digital media and entertainment flagship. The MOLD team is a
synergy of highly experienced and motivated media professionals who bring their valuable
expertise to this one-of-a-kind product. MOLD Media aims to grow into a full-fledged digital
media house in the long run, offering its customers an unmatched 360 degree experience.
MOLD will be launched as a new Dubais First Kerala Lifestylewebcast and will be the flag-
bearer for a new Dubai Lifestyle media group to ultimately comprise a magazine in print,internet and tablet (iPad and similar) edition; weekly newsletter, weekly YouTube program and
numerous brand extensions. The latter may include additional niche publications as well as
niche businesses (for example Online Lifestyle store and Lifestyle events management and
marketing firm) related to Lifestyle Dubai.
Nature of business: MOLD: Lifestyle Magazine (Digital and print)
Name of the magazine: Awaiting Revert from Branding Team
Type of magazine:Dubais First Kerala LifestylemagazineTarget Audience: 17-45 year olds
Publication frequency: Monthly
Number of pages: 60-80
Others: Dedicated App and Website
Business structure: Partnership
MOLD Magazine, a daily dose of Kerala lifestyle in UAE that epitomizes luxury, is Dubais First
Kerala Lifestyle Magazine (Digital and Print). An elegant interactive magazine thats unique in
editorial, photography, design and quality. MOLD shall share and shape, the Kerala population
in UAEs discerning tastes on the very best the world has to offer in line with Kerala tradition.
Nature of business: MOLD: Lifestyle online store
Name of the store: Awaiting Revert from Branding Team
Type of store:Dubais First KeralaNew Gen Lifestyle storeTarget Audience: 17-35 year oldsOthers: Dedicated App and Website
Business structure: Partnership
MOLD: Lifestyle online store would be a fun brand which would make a vast range of products
from household items to clothes and beyond which catered for young Indians. The sort of well -
designed yet functional items a young, single or committed person might like to be seen with.
Mold store will collaborate with many designers, craftsmen from across the country to combine
traditional skills and modern design to create a lifestyle products and ordinary household
goods.
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MOLD: Malayalis own Lifestyle Dubai
MOLD Lifestyle online store concept:
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MOLD: Malayalis own Lifestyle Dubai
Nature of business: MOLD: Event Management n Marketing Company
Name of the store: Awaiting Revert from Branding Team
Type of store:Lifestyle event and Malayalam movie marketing in DubaiTarget Audience: Kerala Lifestyle and entertainment industry in Dubai
Others: Online marketing and offline execution
Business structure: Partnership
MOLD: Event Management n Marketing Companywill be designed as an integrated movie and
lifestyle marketing model, thus establishing herself as a leading Malayalam Entertainment
Marketing Agency in Dubai. Our teams believe that the movie stays on in the minds of the
audience not in the lines on the hero and the heroine leading a happy life ever after, but in the
shapes of coffee mugs, T-shirts, movie parties, and we design upmarket merchandising material
based on the films story line, so that the film occupies a permanent place in the living areas of
the audiences.
Nature of business: MOLD: Digital marketing company
Name of the store: Awaiting Revert from Branding Team
Type of store:Digital marketing for Indian companies in UAETarget Audience: Indian companies in UAEBusiness structure: Partnership
MOLD: Digital marketing companywill be a full service digital marketing company. Our
comprehensive bouquet of services range from media, creative to search analytics and mobile.
In short, everything you need in digital media is served and packaged to meet your business
objectives.
Reason for opening
The generalist Kerala Lifestyle magazine and media sector in UAE has one dominant philosophy
which is slow-moving, hidebound and shows little appetite for innovation. It is regarded as
difficult to deal with and inflexible by advertisers and marketersand staid and boring by
readers.
The other players in this market are tiny by comparison, with small circulations and
niche audiences. They live a hand-to-mouth existence and are generally regarded by the public
as being in the pockets of the Business houses and/or its advertisers, and lack impartiality and
credibility. Mold seeks to become a Dubais first Kerala lifestyle Mediaand a viable, credible,
highly entertaining and innovative alternative for consumers and advertisers.
Training & skills
Mold partners have senior-level skills in general management, accountancy and publishing.Collectively, the team has approximately 15 year experience in the Dubai market, plus
experience in media and lifestyle sectors. Key staff (Editor, journalists, layout artist) have
already been identified by the partners and sounded-out (on a confidential basis) about joining
a possible new venture. Experienced and skilled support staffs are readily available in the
Middle East region and will be recruited in the normal manner.
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MOLD: Malayalis own Lifestyle Dubai
PRODUCTS/SERVICESProduct/Service timeline
MOLD shall roll out Monthly Lifestyle (interactive digital) magazine, with website (updated
daily) and Print edition within six months of operation. Social media activities shall start at least
a month before the launch of the magazine. Other brand extension activities will follow in six
months.
Technology usage
Apple Macs for page layout/design 1 Laptops for editorial staff 2 Laptops for marketing staff 2 Desktop for support staff 1 DSLR camera for editorial shoot 1
Supplier research: While there will be a core full-time staff complement at MOLD numerous
key functions will be outsourced in line with industry norms. These include printing, distribution
of the print edition, high-level photography, website management, lifestyle product
manufacture, event management and the IT network.
History & reliability: All individuals and organizations identified as key suppliers are well
established and reliable. All are known to the directors.
Shortages/Unavailability of skills: Unlikely, due to the slow economy and competitive
environment.
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MARKET ANALYSISTarget market description: Readers
Predominantly males and females aged 20-50 across all race groups and in all parts of UAE.
They are in the higher LSMs, well educated, and interested in lifestyle, touring andentertainment. Younger males (28-40) will be in the majority, although only marginally so.
MOLD is not targeted at the expatriate population who is in UAE to support their family back
home (The Pravasi). These sectors have their own niche publications catering to their needs.
Target market description: Advertisers
The key target marketer here is Corporate and Product advertising from Indian manufacturers
and importers in UAE. Secondary targets are Dealers/Retail Groups, Auction Houses, certain
Aftermarket Suppliers and Event Managers.
A key strategy in the medium-to-long term is to leverage the strong lifestyle/travel/adventure
editorial approach and attract non-traditional lifestyle advertisers such as adventure travel
operators, male gadgets, computer games, and the like.
Market research: Consumers
There is one dominant publication in the Kerala lifestyle category (Vanita Magazine), which has
a relatively staid and traditional offering. It is well known and enjoys strong brand recognition,
but is regarded by many consumers as out of touch with modern-day readers, too technical in
its approach, and lacking in excitement. It has a basic website which needs improvement, doesnot use social media, and has no other brand extensions. The rest of the market comprises
niche players, most of which lack credibility with readers because they are regarded as business
house sycophantsmore interested in protecting their advertising revenue than providing
impartial lifestyle experience and credible information/commentary. As a result, the standard
of content is generally poor. Several of these titles are tech-savvy and utilize websites, social
media and online editions.
But none of the above said publication offers exclusive Dubai lifestyle experience targeted
towards Keralites or any of the brand extension that MOLD promises to deliver.
Market research: Lifestyle industry/Advertising industry
The dominant player (Particularly Malayalam Radio Channel) is regarded by both the Lifestyle
industry and its advertising agencies (which make many of the ad placement decisions) as
expensive and monopolisticparticularly when it comes to promotions and other forms of
marketing.
The small/niche publications are seen as having a small reader footprint, being unreliable in
their dealings and, in some cases, having a fly-by-night mentality. Advertising support is, in
some cases, only given to these publications because the motor industry does not want to put
all its eggs in one basket (i.e.: the dominant player).
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Market trends
Despite a tight consumer market, there is continued demand for (and interest in) lifestyle
entertainment in UAE. This trend is predicted to be rise by an average of 10% in 2015, and a
huge increase leading to expo 2020.
In line with international trends, Keralites in Dubai are also exhibiting a determination to enjoy
life and to get involved. This, in turn, is driving a demand for lifestyle entertainment and
related activitieshence increasing focus on family activities, experiencing Dubai and
travel/adventure activities could be seen.
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MARKETING STRATEGYPricing strategy: Consumers
MOLD in print version once available have an initial cover price of Dhs 16.50,versus the Dhs20.00 of the international magazines. The smaller/niche publications in this sectors are typically
around Dhs 14.00. The philosophy is to undercut the dominant player, while at the same time
differentiating ourselves from the rats and mice. Subscriptions (over 12 months) will offer a
saving of 20% on the full cover price.
The digital version would be made available free for the first 15 pages every month and the full
version would be charged Dhs 5.50 monthly. Subscriptions (over 12 months) will offer a saving
of 10% on the full cover price.
Pricing strategy: Advertisers
Initially advertising rates will be 30% below that of the international player (which obviously has
a far larger circulation and audience reach). Contract advertisers will have that reduced by a
further 5%, provided they sign a 12-issue contract. Rates will be re-evaluated after year one.
Similarly, website advertising rates will be 50% below that of the international player. For
contract advertisers in the magazine, web-based advertising will be packaged at a further
reduced rate for the first year.
Further advertising packages applicable to the iPad edition and TV programme will be offered
once these channels are up and running.
Promotion strategy: Consumers
Presence at local and regional lifestyle events as online marketing partner Google ads to promote website Advertising in the lifestyle programs of radio channels(Hit FM) Cross-promotions between magazine and website (to be expanded to iPad, TV, etc once
these are operational);
Promotion strategy: Lifestyle industry/advertising agencies
Cross-promotions between magazine and website (to be expanded to iPad, TV, etc oncethese are operational);
Promotional lifestyle event with celebrity to Indian industry manufacturers andimporters in Dubai, as well as their advertising agencies, prior to launch;
Production of a dummy issue of the magazine to serve as a sales tool prior to launch; Ongoing visits to the above by the publisher, editor and sales team; Distribution of complimentary copies of the publication to key people in the lifestyle
industry and advertising agencies.
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MOLD: Malayalis own Lifestyle Dubai
Placement strategy
Magazine-based content will be delivered via print, electronic (e-mail) and iPad editions;
selected and differentiated content delivered via the website; selected and differentiated
content delivered via a radio program. There will also be a weekly lifestyle newsletter which is
distributed free to subscribers, advertisers and the lifestyle industry.
Advertising and Marketing budget
Lifestyle event Launch
Launch presentation & info pack:
Collateral for sales team:
Promotions at events :
Advertising:
Miscellaneous:
Total:
Sales forecast (ad revenue + copy sales)
July: (launch month):
August:
September:
October:
November:
December:
January:
March
April:
May:
June:
* Copy sales and ad revenue will be strong in the first month due to strong promotion and
interest in the publication. This will then decrease and slowly build up again as the publication
becomes better known, peaking in the run-up to Christmas and dropping off in December and
January.
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MOLD: Malayalis own Lifestyle Dubai
LEGALRegulations & permits
The following are required:
Register business Register website and domain name Membership of the Audit Bureau of Circulations Membership of the Online Publishers Association License for online trading
Agreements
Agreements are to be entered into with the following to ensure continuity of supply in the
medium term:
Web Printing National Magazine Distributors Designers Celebrity partners Event Mangers Lifestyle product makers
Trademarks & copyrights
The MOLDname, logo and trademark will be registered, both in Dubai and neighboring
emirates. This is important, as the long-term strategy includes several brand extensions.
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FINANCIAL PLANStart-up capital: Analysis of Start-up Costs
Legal & Accounting fees:Furniture & fittings:
Office equipment:
Camera equipment:
Stationery:
Advertising & marketing:
Deposit for initial digital platform
development
Other:
Total start-up cost:
Fixed business costs: Analysis of Monthly Expenses
Rent:
Utilities:
Wages & salaries:
Payroll expenses (taxes, etc):
Printing:
Insurance:
Bank charges:Bank loans:
Repairs & Maintenance:
Vehicle Expenses:
Travel /Delivery/Fuel:
Telephone:
Supplies (office & operating ie. cleaning)
Website & IT backup
Miscellaneous:
* Total average fixed business costs:
* Printing cost will vary according to circulation. Figure indicated here is a predicted monthly
average
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Break-even analysis
In year one, a break-even scenario would be adequate. To break even, MOLD needs advertising
sales of 18.5 pages @DHS??? for a full page and Dhs ??? for a half page and ??? copy sales,
which equates to revenue of Dhs??? (bearing in mind that 50% of the cover price goes to the
retailer and distributor). Plus revenue of ??? from other brand extensions. These figures are
regarded as achievable in year one, with incremental improvements to be expected in year two
and year three
Important assumptions
Year 1 Year 2 Year 3
Electricity tariffs +8% +5%
Printing cost unchanged +8%
Cover price +5% +8%
Distributorscommission 25% of cover price unchanged unchanged
Retailers commission 25% of cover price unchanged unchanged
Advertising page rate +8% +8%
Advertising revenue +20% +25%
Circulation +30% +50%
Projected profit & loss (first 12 months of operation)
Annual Gross Revenue:
Less Printing & Overheads:Net Profit (12 months):
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ORGANISATIONAL MANAGEMENTHuman resources
Ashik Abdullah will serve as CEO and also assist with advertising sales and high-leveladministrative tasks. Jashir Ashraf will serve as chief financial officer. The Marketing function
will, in the initial stages by shared by Ashik Abdullah and the Sales Manager.
The following permanent staff complement is required.
Sales Manager Two
Journalists One
Layout Artist One
Designer One
Editor OneAdmin Assistant One
The large pool of skilled people in UAE means that skilled and experienced staffs are readily
available. Staff will be recruited by personal contacts, word-of mouth, and advertising. Salaries
are as follows:
Directors
Sales Manager
Journalist x 1
Layout artist
Editor
Admin Assistant
Total wages & salaries
NB: Fees for freelance writers, photographers or layout artists are not included in this figure.
NB: No cleaning staff will be employed as this requirement is being outsourced
Management
The only other management-level employee besides the investors is the Editor. This is a key
leadership role and the editorial department will ultimately have a staff of four or five people.No appointment has been made as yet.
Professional consultants
Legal:
Accounting:
Insurance:
Bankers:
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GROWTH & EXIT STRATEGYBusiness goals: Short-term (first 6 months):
This is the launch and product development phase. The aim is to begin establish the
MOLD!name and, in particular, the magazine, which will serve as the flag-bearer for the brand
in the initial stages
Business goals: Medium-term (6-24 months):
Improve the presence and offering of the website. Introduce the print edition and lifestyle
store. Build the subscriber base. Launch first movie promotion event. Begin laying the
groundwork for a Mold YouTube program.
Business goals: Long-term goals (2-5 years):
Secure the future of the publication (across all key distribution channels) by achieving an ABC-
certified circulation of at least 25 000. Website moves from a supporting role to a more central
role. TV programme becomes established. Other brand extensions are introduced.
Exit strategy
The directors see MOLDas an evolving long-term project and intend to remain hands-on and in
day-to-day control for at least the next 10-15 years. Options at that time for an exit strategy
may include a management buy-out by existing staff, or sale to a large national/internationalpublishing group.