Team – Riders on the Storm NAHEED SHOOGUFAN RACHIT KWATRA SAKSHI JOSHI VIRANG SAHLOT

What is the product we are offering ?

NEED-GAP ANALYSIS

PRODUCT FEATURES

TARGETING AND

POSITIONING

DISTRIBUTION AND

PROMOTION

FINANCIAL ANALYSIS

SUSTAINIBILITY MODEL

Who will use the product ?

How will the product be distributed ?

How it will generate money ?

8

• India is the fastest growing online market in the last 12 months

• India’s explosive online growth to continue, as most online categories show below average penetration compared to global averages

Source – Rise of India’s Digital Consumer, ComScore, July 2012

Unique Visitors – BRIC Countries Entertainment – The BLOCKBUSTER Category

• Entertainment category has 89% reach, still lower than WW average of 94.1%

• Entertainment added 15 million UV’s in the last 12 months• Growth comes from bollywood video and music content

Need-Gap Analysis

Willingness to pay

Extras

Competition

Accessories

Issues

The existing competition is very weak, and disintegrated

There exists a market for movie accessories that is currently non-existent

If a customer thinks a product sets him apart, he has no qualms about paying for it

Consumers pay for originals only as if they get “something extra”

The consumers need to be made aware of the advantages of streaming over downloading

“For Bollywood movies, I just refer to TOI or google, and songs.pk to download songs. IMDB doesn’t provide as much info”

“I really like some dresses

and accessories that

actresses wear during the

movies, but have no way of

buying or getting info about

them”

“Why should I pay for streaming a movie online when I can simply download it?”

“I only buy DVDs of a movie or show if there are some extras or minisodes or director’s cut clippings”

“I don’t mind paying for apps as long as they provide me with a utility that sets me or my phone apart”

• More than 75% of the customers wouldn’t mind paying more than Rs. 100 for movie related subscriptions/apps• Features like movie streaming, song downloads, extra clippings and movie accessories top the list for

customers

Customer Insights

Need-Gap Analysis

Particulars www.songs.pk www.gaana.com www.raaga.com

Download Facility

Music Reviews

Discussion Forum

Personalized Playlists

Radio Stations

Music Videos

Music Charts

Mobile Apps

Popularity

Excessive Ads

Cluttered Website

Competitive Analysis – Music Sites NegativePositive

Need-Gap Analysis

Particulars www.imdb.com www.youtube.com www.rottentomatoes.

comwww.in.com

Movie Trailers/Clips

Box Office

Discussion Forum

Genre Categorization

Movie Purchase/Rental

Movie Streaming

Movie Ratings

Mobile Apps

Popularity

Movie News and Gossip

Website Attractiveness

Competitive Analysis – Movie Sites NegativePositive

Need-Gap Analysis

EXISTING NEED EXISTING NEED

+

+

+

+

+

=

Need-Gap Analysis

Need-Gap Analysis

Presenting

… where the reel world comes alive!

Upcoming Movies and Trailers

Latest Photos, Red Carpets Galleries

Sizzling Gossip

Latest News and Updates

BOX Office Updates

Connect with Rolling Camera on Facebook

ROLLINGCAMERA.COM – Mobile Version

Menu Options – Songs, Streaming etc.

Product Features

Key aspects:• Trailers of all latest movies• Behind the scene clips• Bloopers and Minisodes

BOLLYWOOD MOVIE

DATABASE Key aspects:• List of greatest movies

of all time• List of greatest movies

by• Genre• Year• Decade

• Worst movies of all time

Key aspects:• Top grossing movies:

• Weekly• Monthly• Yearly

• Most searched movies in past week/month

• “Oomph Meter” for Stars

Key aspects:• Movies rated by experts

as well as audience• Different weights

assigned to different kind of users rankings

• Cumulative and comprehensive ranking assigned to movie

Key aspects:• Reviews by expert

critics• Audience review with

votes by other audience• Prizes for best monthly

review Key aspects:• Upcoming releases• Info on movie Premieres• Latest gossip from around town

CUSTOMER INVOLVEMENT

• DISCUSSION FORUM:Movie BuzzTV BuzzStar Buzz

• QUIZZES AND GAMES• WIKIPEDIA MODEL:

Editing rights given to industry critics

PLATINUM MEMBERSHIP

• MEMBERSHIP FEE: INR 99/month

• BENEFITS:People DatabaseCompany ContactsDemo ReelsResumesJob ListingsIndustry Connections

Bollywood Database Model

Need-Gap Analysis

Product Features

Need-Gap Analysis

Paid Movie Streaming

Video Viewers Growth in India

• The Netflix streaming model has been very successful in the US- Streaming subscribers amounting to 25.1 million* in the US

& 4.3 million outside US- 8.6 million subscribers of the DVD rental service. The total

digital revenue - $1.5 billion• Major challenge in India is the slow internet speed (112th

globally)**- Currently 1 Mbps; 2 Mbps preferable for streaming- Growth of >20% last year

* Source – Yahoo! Finance**Source - Akamai Report on Internet Speed in India, Aug 2012

• 52% of the total videos belong to the entertainment category

• YouTube top channels are related to Bollywood – Tseries, Vevo, Eros, Shemaroo, Rajshri

• Survey Results corroborate:- 28% of the people surveyed willing to pay for

Movie Streaming- 16% look for movie streaming on movie sites

Schemes•Rent a movie for Rs. 50 for a duration of 24 hours•Monthly subscription, unlimited movies – Rs. 150•Annual Subscription, unlimited movies – Rs. 1200

Competition•Major lack of competition in the Indian scenario currently

• Only a few production houses have their movies available for streaming, no site with all movies

Major USP•Variety, all movies available, sorted by genre

•Suggestions based on prior movies chosen

•Special features for loyal customers!

Product Features

Kabootar jaa !

Send your favourite Bollywood Dialogue to your friends and loved ones

View the Most Popular Dialogues

Several Genres to be selected from

You can also dedicate songs which would direct them to the stream link on the website!

Different genres to choose from!

Publish your dedication on your FB/twitter page

•“Its just the price of an SMS, but the experience is Priceless!"

Pricing

•Create different groups! •Add new contacts•Create custom messages!

Other Featu

res

KABOOTAR JAA!

Need-Gap Analysis

Product Features

Game Zone!• Free Demos!• Play together with your

friends online on BBM, Whatsapp!

• Bollywood theme based games

• Personalise the actors and characters to your choice

GameZone!

Need-Gap Analysis

Product Features

“Have a PEEP at what your favourite celebs are up to ”

• Follow your favourite celebs and their updates on their official Facebook/Twitter pages

• Add/remove celebs at will!• Features also include

retweet/reply/comment

PEEPS!Bollywood Boutique

“Wear what your favourite stars wear!”

• Online shop for accessories used/worn in movies!

• Search by movie or celebrity!• Get information on the

dresses, where to buy, brand etc.

Need-Gap Analysis

Product Features

Additional Features

• Chance to be a part of movies by acclaimed Directors

• Tie up with filmmakers• Will provide filmmakers with extras for

their movies by a lucky draw on our site• Only 1 year movie streaming subscribers

eligible for lucky draw• Filmmakers get “extras” for free• We increase our customer base

BE A MOVIE STAR!

• Buy what you see on movie stars• Inbuilt store for clothes and accessories in

the website• Platform for actors to auction their popular

outfits/accessories from movies• See all outfits worn in a movie at the click

of a button• A complete Bollywood Fashion and

accessories store

• Bi-weekly online quizzes• Various competitions judging members’

Bollywood accumen• Audio-Visual Quizzes in addition to regular

quizzes• Actor/Director/Movie/Music themed

quizzes• Cumulative top scorer of the year gets free

annual membership

CLOTHES AND ACCESSORIES MOVIE QUIZZES AND COMPETITIONS

Need-Gap Analysis

Product Features

Trivia and interesting facts about the movie

Radio shows interviewing directors and actors

Online movie discussion groups/forums

An inventory of every movie ever released

Kids Movie and Game Entertainment

Famous Quotes from Movies

More Additional Features!

Need-Gap Analysis

Product Features

• 75% of the audience is below the age of 35 years, makes it one of the youngest online population

• Females form 39.3% of the total audience• Highest growth seen among 15-24 male and female

segments

Internet Users in India – Demographic Distribution

Source – Rise of India’s Digital Consumer, ComScore, July 2012

Target Group

Increasing disposable income with the population

Increasing trend of online retailing and spend on paid apps and online music stores shows a strong willingness to spend

With 124 million internet users, India is at a 10% internet penetration. Thus, tremendous scope for growth

Major segment (>66%) of movie viewing audience also lies in the age segment of 15-40 years

“With the growing popularity of cable, internet and satellite, small to medium budget films are expected to increasingly shift towards these mediums as opposed to conventionaltheatrical release that entails huge marketing anddistribution expenditure.” - Deloitte Report – “Media & Entertainment in India Digital Road Ahead”

Why Target this Group?

Targeting & Positioning

The GO-TO place for Bollywood Magic - Comprehensive Bollywood Website… and MORE!!

Bollywood Movie Database Movie Accessory Search + Store

Mobile Apps & Bollywood Themed Games

Paid Movie Streaming

Movie behind the scenes! Original song paid download

Targeting & Positioning

OfflineAdvertising Reach Effectiveness Cost

InvolvedCustomer

Trust Advertising Campaigns

TV Ad CampaignMEDIUM-

HIGH HIGH HIGH MEDIUM

• Introduction of brand campaign• Best medium to communicate with buyer

• Reaches remotest location• Increases trust and awareness

Radio Campaign MEDIUM MEDIUM MEDIUM LOW-MEDIUM• Short Radio Ads

• Emphasis on Tagline• Use of Tagline as jingle

Online Marketing Reach Effectiveness Cost Involved Customer Trust

Social Media HIGH HIGH LOW MEDIUM

OFFLINE

ONLINE

HUGE POPULARITY FOR MUSIC/VIDEOS ONLINE Top 5 slots occupied

by Entertainment Channels.

Top 4 slots occupied by Movie/Music

WebsitesGREAT POTENTIAL FOR ANY PROSPECTIVE ALL-

ENCOMPASSING BOLLYWOOD WEBSITE

Promotions – Traditional And Digital Media

Need-Gap Analysis

Distribution & Promotion

MOVIE QUIZZES AND COMPETITIONS• On social media sites to begin with

• Highly interactive, involving real time quizzing

Promotional Campaigns Through Social Media

WEEKLY WINNER• One Member of the month

• Gets movie tickets via a lucky draw

Social Media

Marketing

“Customer

Engagement”

Brand Marketing“Image and Reputation”

Direct Marketi

ng“Lead

Generation”

Social Media Marketing• Multi Way (Brand <->

Customer, Customer <-> Customer)

• Participatory• User Generated

Digital Media Promotions

Need-Gap Analysis

Distribution & Promotion

Internet Users in India 125000000

Target Population 15-34 yrs

Target Population by volume 93750000 75%

Penetration rate for paid services 0.30%

Revenue generating customer base 93750

Subscribers for Database Platinum Services 9375 10%

Subscription Fee per month 99

Revenue generated from database services 928125

One time movie rental users 59062 63%Movies rented per month (approx) 2 One time movie rental fee 50 Revenue generated from one time users 5906200 Subscribers for 1-month video subscription 32812 35%1-month video subscription fee 150 Revenue generated from 1-month video subscription 4921875 Subscribers for 1-year video subscription 1875 2%1-year video subscription fee 1200 Revenue generated from 1-year video subscription 2250000

Revenues generated from subscriptions and add-ons 31584375

Propensity to pay for add-on services 70313 25%Revenue per user (average - in Rs) 250 Total Revenue generated from add-on services 17578125

Add-on Revenue

FINANCIAL ANALYSIS – REVENUE STREAM

Need-Gap Analysis

Financial Analysis

REVENUE EARNED ON ADD ONS 281250 Revenue per user (in Rs)

Percentage User

Conversion

50 100 150 200 250 300 350 400 450 500

5% 14063 703125 1406250 2109375 2812500 3515625 4218750 4921875 5625000 6328125 7031250

10% 28125 1406250 2812500 4218750 5625000 7031250 8437500 9843750 11250000 12656250 14062500

15% 42188 2109375 4218750 6328125 8437500 10546875 12656250 14765625 16875000 18984375 21093750

20% 56250 2812500 5625000 8437500 11250000 14062500 16875000 19687500 22500000 25312500 28125000

25% 70313 3515625 7031250 10546875 14062500 17578125 21093750 24609375 28125000 31640625 35156250

30% 84375 4218750 8437500 12656250 16875000 21093750 25312500 29531250 33750000 37968750 42187500

35% 98438 4921875 9843750 14765625 19687500 24609375 29531250 34453125 39375000 44296875 49218750

40% 112500 5625000 11250000 16875000 22500000 28125000 33750000 39375000 45000000 50625000 56250000

45% 126563 6328125 12656250 18984375 25312500 31640625 37968750 44296875 50625000 56953125 63281250

50% 140625 7031250 14062500 21093750 28125000 35156250 42187500 49218750 56250000 63281250 70312500

ADD-ON REVENUES – SCENARIO ANALYSIS

Need-Gap Analysis

Financial Analysis

Year 1 Year 2 Year 3 Year 4 Subscription Fee 1,40,06,250.00 3,08,13,750.00 6,77,90,250.00 14,91,38,550.00 Add on Services 1,75,78,125.00 3,86,71,875.00 8,50,78,125.00 18,71,71,875.00 Total Revenue 3,15,84,375.00 6,94,85,625.00 15,28,68,375.00 33,63,10,425.00 CMS and E-Commerce per year 20,00,000.00 20,00,000.00 20,00,000.00 20,00,000.00 Front End Development 10,00,000.00 2,00,000.00 2,00,000.00 2,00,000.00 Developer and Tester Wages 50,00,000.00 55,00,000.00 60,50,000.00 66,55,000.00 Maintenance 20,00,000.00 25,00,000.00 31,25,000.00 39,06,250.00 Server Cost 5,00,000.00 1,00,000.00 1,00,000.00 1,00,000.00 Movie/Music Rights Costs 6,00,00,000.00 6,00,00,000.00 12,00,00,000.00 12,00,00,000.00 Total Expenses 7,05,00,000.00 7,03,00,000.00 13,14,75,000.00 13,28,61,250.00 EBT -3,89,15,625.00 -8,14,375.00 2,13,93,375.00 20,34,49,175.00 Tax - - 64,18,012.50 6,10,34,752.50 PAT -3,89,15,625.00 -8,14,375.00 1,49,75,362.50 14,24,14,422.50

First profit recorded in 3rd year Break-Even recorded in 4th yearRef : http://senryaku.wordpress.com/2012/02/29/how-much-does-netflix-for-streaming-cost/

PROFIT AND LOSS STATEMENT

Need-Gap Analysis

Financial Analysis

• Expand to website for TV series• Expand to Hollywood Movies• Introduction of New Apps • Expand to separate website for ticket

Booking

• Building up the Database• Focus on Marketing• Increasing the popularity of the products• Creation of Distribution channels• Strengthening the product Positioning

• Increase the content and database• Target more customer groups• Target audience outside India

Short Term Medium Term Long Term

FACT- 11% Revenue of Bollywood Movies are from Outside India. There is unavailability of a medium to access Bollywood more often. Rolling Camera will leverage on this existing need and spread awareness.

Sustainability Model

THANK YOU!

Appendix

Appendix - Survey Results

68%

32%

Internet use for Movies

YesNo 16%

23%

4%19%

37%

Features you look for on internet sites for movies

Movie streaming

Movie updates

Gossip columns

Photos/clips/trailers

Songs

25%

75%

Use of iTunes/Paid Apps on Mobile

YesNo

28%

17%

13%4%

14%

23%

What are the features You will be willing to pay for

Movie Streaming

Downloading songs

Behind the scenes videos/Min-isodes/Extras

Bollywood themed games

Accessories/Dresses from the movies

None

44%

19%

9%

15%

9%

4%

How much are you willing to pay for Apps on a monthly basis

< Rs. 30

Rs. 30-50

Rs. 50-100

Rs. 100-250

Rs. 250-500

> Rs. 500

46%

17%

19%

10%8%

Which Mobile apps would you be interested in

Movie reviews

Actors' tweets/facebook Updates

Wallpaper downloads

Bollywood gossip

None