isb - pikturewale

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  • 1. PikturewaleAchintya Gupta | Varun Parwal | Rama Aditya Akella | Puneet GuptaIndian School of Business

2. Context 3. Short movie market7% of all videos on YouTube are either films or animation videos. 80% of them are < 15 minutes in length (source)64% of online video is consumed at work.13% of this content are short films (shortmovies, TV shows) (source) 4. Short movie marketCollege Humor , a short film channel on YouTube has 3 million+ subscribers.The viral fever , an India based short film channel has 3 million+ viewsProduction houses like Pixar make shortfilms and currently use YouTube topromote themMovieola a niche short film channel in Canada generated $2.3 million in revenuein 2011 (source) 5. OpportunityEven with a huge market potential, today , there is no popular onlinedestination that leverages shortmovie market in a way that bothmovie viewers and movie makers canbe benefitted 6. Stakeholders and their unmet needsContent ViewerContent creatorContent promoter [Current consumers[movie [production of short films on makers, students of house, local brands YouTube, enthusiastsmovie making]looking for ads /and their friends] They want theirvideos] Interested increation to beseen moviechannels onto get Short They want YouTube watching shortby lots of people on best talent for like College Humor Show and Q - movie content but a relevant platform get millions of hitsad tiyapa their movie / feel it is not easy to production They want to Enormous amount want best is They of content find artists on connect to like created by artists, art their YouTubecontent for minded people students, ad film makers,/ moviespromotions niche 7. What we learnt from our primary research [with content creators] The industry needsThere is definitely asuch a platform todemand for shortspromote budding films not just in Indiaartists. But then you but globally. Thereneed to ask yourselfare properties likewhy will someoneculture unpluggedput content here and karmatube in -Ayush Rajvanshi short movie market. (short film maker)-Nitin Das(Short film maker)Key InsightsThere is definitely a need and demand for such a property in short moviespaceThe property should have reasons for content creators to create contentand viewers to come back again It should be differentiated from YouTube, Vimeo and some niche short movie 8. Product 9. What is Pikturewale Short movie broadcasting platformthat helps movie makers showcasetheir creations and movie loversdiscover the best content Online community of movie film loversbuilt around passion for short filmformat Recommends best content to visitorsbased on their choice of genre, pastpreferences and what others like themhave liked / voted on the site Recognizes and rewards best contentcreators in the community based on the 10. Pikturewale for web Users can come tothe site to enjoy freeand uninterruptedcontent (no ads)They can choose thegenre[humor, , animation, ads, regional] and bestcontent would berecommended tothemProfiles, forumsand connections to 11. Pikturewale for tablet Movie discovery atyour finger tipsHasall thefunctionality andproduct attributes ofthe website designedfor the ipad to makethe experience good Fluid widthdesign, AdaptiveCSS,and HTML5integration to suityour tablets design 12. Pikturewale for mobile With the penetrationof mobiles andsmartphonesproliferating inIndia, Pikturewale formobile has beendesigned to meet yourbasic functionality ofthe website A calendar appspecifically designedfor mobile and tabletbased usage will beavailable for 13. Stakeholders and how the platform impactstheir lifeContent ViewersContent creatorContent promoter [production Now they gets to Gets a community of house, brands enjoy the best shortlikeminded andlooking for ads] films based onpassionate people to recommendations showcase talent Short movie Gets a platformchannels on YouTube from community andwhere he can find like College Humor Show and Q - the type of content Gets to support his tiyapa get millions of hits best talent, get the they want future projects [ upcoming movie more in upcomingmakers for future Enormous amount of content isTheir experience is slides on created by artists, movies and ads / art not interrupted byPikturewale students, ad film makers, niche launch contest to 14. How will Pikturewale make money? Pikturewaleprojects1. Brands/ local businesses can post projects on Pikturewale to crowd source ideas for ads2.Content creatorscan sign up forprojects, submitads/ storyboards /ideas3.Brands chose the 15. How will Pikturewalemake money? Pikturewale featured videos: Content creators can post short films for free but if the want to promote their content and get more eyeballs, they will have to pay a premium 16. marketingHow are we managers saydifferent from aboutYouTube / VimeoPikturewalle As a marketing manager, , I will Niche focused at short movie formatprojects definitely be interested in such aplatform that can give me new ideasand talent. Brands have smallerCommunity focused at budgets for local promotions and connecting like minded such platforms can be tried there. movie enthusiastsMoreover , a brand typically spends30 lakh 1 crore on ads / videos.Artists and ideas recruited fromSpecialized focused athere will be way more economic getting artists as content This is surely a good idea. Even- Neetika Chaudhari ( ex brand creatorsthough creating campaigns through director , global fast food major) crowdsourcing is a novel concept in No ads focused at movieIndia, as long as you can create quality internet campaign material watching as an experience with minimal effort from the clients side, the idea has tremendous potential 17. Marketing and distribution for Pikturewale 18. Target segmentsContent ViewerContent creator Content Promoter Net savvyYoung ambitious filmWho areappreciators ofmakers who want to Brands, localthey?video content whouse digitalbusinesses currently go totechnologies to, production houses YouTube, Vimeo for showcase their looking for new / watching short content and connectfresh campaign ideas movies but are with like-minded and talented movie looking for better Short movie channels on YouTubepeople makersAdoption contentlike College Humor Show and Q -curve tiyapa get millions of hitsMix of Mix ofWhere to Mix of innovators, early Enormous amount of content is innovators, earlyfind them? innovators, earlyadopters and late created by artists, art and late adopters adopters and lateadopters adoptersstudents, ad film makers, niche 19. Marketing mixProductPricePlacePromotionShort movie Site is free forContent posting and Phase 1 (Month 1-6):broadcastingviewers to view viewing available Awareness -platform that helps content and free forfree of cost on Promotion focusedmovie makerscreators to postweb, iOS andon buildingshowcase theircontent. There will Android devices awareness and trialcreations and movie be no adlovers discover the interruptions either.best contentPlans to partnerPhase 2 (month 7-12):Brand will pay Rs.with reputed localEngagement Focus onBuilds a community5000 to registerfilms festivals togenerating repeatof short movietheir projects andscreen popularvisits, recommendatilovers andRs. 10000 onflicks on ons, word of mouthfacilitates connect selection of idea [on pikturewale.com toand conversationsbetween like minded top on reward their festival 20. More ideas on marketing the productPhase 1 : Building Awareness Use Google, Facebook, Banner ads on other video websites topull traffic Blogger put reach program coverage in leading tech and mediablogs like mashable, Pluggd.in etc Contest in colleges to build excitement and generate contentPhase 2: Engage users Partnership with local film festivals to screen best short filmsin festivals Offline movie screening events hosted by Pikturewale wheremovies are screened offline at public places and anyone canwatch them. People can request for specific movies by loggingon to the site. 21. Financial model 22. Rolling out the marketingAwareness ( 1-6planEngage ( 7-12 Monetize ( 13-24 month)Focus exclusively onmonth)Once we have startedmonth) Post building a strongbuilding awarenessreceiving content foruser base, focus onthrough the site, shift focus to attracting brands toCollege competitions connecting with usersharness the creative(college, city & national Community screeningspower of our platformlevel competitions) Run feature programs on Position as a highlyOnline ads celebrated artists creative, cost-effectiveDevelop compatible appsEngage users throughadvertising platformacross platformsFacebook, LinkedIn and Provide free competitionServer and hosting other social forumshosting service to adMaintenance and support makers, creative agencies and brandsMarketing B2B advertising Business Development 23. The platform has strong ROIpotential our ROI analysisWe expect an initial investment of INR25 million suggests an impressive return on investment of 37% We have a multi-layered revenue model for attracting brands to use our platform:Charge a basic fee of INR5,000 for setting up creative contests onlyupon receipt of entryCharge an additional fee of INR10,000 upon short listing ofinteresting entriesin INR unless otherwise mentionede Year 1 Year 2 Year 3 Year 4 Year 5Total Provide consultancy services to the brands in setting up problem98,250,000Revenue generated 1,187,5006,312,500 26,446,875 59,500,000Cost breakdownstatements for a feeCost of sales 3,225,0002,150,0002,475,0003,037,5003,948,750Provide access to premium listings and 166%Sales & marketing costs--- % of total revenue5,074,531 promotional services for42,969,60010,487,266 20,019,465 76%31,166,11752% an44%additional feeR&D costs--- % of total revenue 315,6255%2,644,688 10% 8,925,00015% 19,650,000 20%Miscellaneous costs1,659,906 2,211,5213,374,1703,420,3623,518,876Total operational costs9,959,43815,164,412 28,513,322 46,548,978 70,087,226--- % of total revenue 240% 108%78%71%EBITDA -8,771,938 -8,851,912 -2,066,447 12,951,022 28,162,774% margin22%29%See detailed financial model here 24. Challenges 25. ChallengesSeamless StreamingHow to build a seamless streaming experience for consumerswith limited internet bandwidthSeedingThe initial content creator will want audience, the initialaudience will want content creatorsDifferentiationFrom existing video channels [although a lot of our focus hasgone into creating a differentiation]MonetizationHow many projects / month should be posted on site to break