mica - madras talkies

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Muvimeter.com Team Madras Talkies Karthik Balachander | [email protected] | +919687688081 Sandhya Venkat | [email protected] | +919909728086 Siddharth Sriram | [email protected] | +919909964748 MICA

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Page 1: MICA - Madras Talkies

Muvimeter.com Team Madras Talkies

Karthik Balachander | [email protected] | +919687688081 Sandhya Venkat | [email protected] | +919909728086 Siddharth Sriram | [email protected] | +919909964748

MICA

Page 2: MICA - Madras Talkies

Introduction

Market Size - India

$388 Million Total Addressable Market Opportunity with 16% CAGR 4

66 Million 17 to 30 age range forms approximately 55% of 121

Million online population

29.7 Million 45% of the TG population actively interested in movie

related entertainment

8.5 Million No. of Indian Fb Users who are 17 – 30 Year Olds in Urban

and Tier I cities with interest in Movies Source – Facebook Advertising

Source – ComScore 2012 Report

14.3 Million 51% of TG resides in Urban and Tier 1 cities

Assumption based on Icube 2011

estimates

11 Million Addressable Market Opportunity Size

ADDRESSABLE ONLINE POPULATION

Top Down Estimation

Direct Estimation

Page 3: MICA - Madras Talkies

NEED GAPS RECOGNIZED

Our survey among respondents in the age group of 17 and 30 years shows the existence of the following unmet movie related needs in the Indian online space:

1 No site except Desimartini.com serves to aggregating all critics/user movie reviews in one place.

2 IMRB is the only site whose movie rating is trusted by Indian reviewers. However, both desimartini and IMRB

are Bollywood centric and do not cater to popular regional cinema in Tamil, Telegu and Malayalam.

3 No knowledge of a dedicated Movie Discussion Forum for Indian movie lovers.

4 Most Indian movie related sites have a cluttered interface with a simple yet effective UI design

Introduction

Page 4: MICA - Madras Talkies

PROPOSITION

Muvimeter.com aspires to be India’s leading, go to movie review aggregator and rating service by giving users access to reviews from a

variety of popular critics and users in a simple UI design.

Users can maintain a personal profile where they can :

- View Different Critics’ and User reviews including those from their friends on FB, Twitter.

- Actively rate and review movies

- Interact with like minded movie lovers through discussion forums

- Get movie recommendations based on their personal preferences (or wishlists)

- Select among our affiliates to book tickets (bookmyshow.), purchase movies online (on bigflix.com) and movie

related merchandise (seventymm.com)

Business idea

Page 5: MICA - Madras Talkies

Business idea

UUnique

Selling Point of Muvimeter.com

Movie Review Aggregation Aggregates all critics/user

movie reviews in a simple UI

design

Own Review Algorithm A robust Indian movie review

algorithm that rates on a scale

of 0 to 100 based on the

weighted average of Indian

critics and users.

Pan Indian Cinema Is not just Bollywood centric

but also caters to other large

regional cinema in Tamil,

Telugu and Malayalam.

Dedicated Discussion forum Also provides a movie

Discussion forum for active

movie lovers.

Page 6: MICA - Madras Talkies

Strengths:

1. Untapped Indian movie review aggregation market

2. High demand among Indian movie lovers according to primary

research

Weaknesses:

1. Growth depends on co-operation from external

partners such as critics and media syndicate sites

2. User growth needs to be swift

Opportunities: 1. Expansion into other review aggregation sites such as Music reviews, Book and TV show

reviews.

2. Alternate revenue streams: Strategic

partnerships for movie related events.

Threats:

1. Competition from possible platform based review portals such as FB

based review apps.

2. Entry of global sites into the Indian market such as

Rotten tomatoes.

SWOT Analysis

Page 7: MICA - Madras Talkies

Primary Research Insights obtained from a questionnaire filled by 80

respondents of the age 20 – 28 years:

1. 50% of the respondents watched movies few times a

month, with 70% of the respondents saying that they

watched it in the theatres when it was immediately

released. However, 87% of the respondents preferred watching movies on their computer.

2. Respondents generally used IMDB and wikipedia in order to find out about movie reviews.

3. IMDB, bookmyshow.com and Rottentomatoes.com had the highest awareness among the respondents.

4. 70% of the respondents said that they wanted a website

where all the movie reviews by critics and users would be aggregated. New movie promotions and discussion forums were preferred by 50%.

5. On mobiles, 44% of the respondents preferred

standalone apps of the website.

6. Most of the respondents liked zomato and

rottentomatoes for their simple and effective UI.

Consumer Insights

Various movie review websites respondents are aware of

Features preferred in a movie website

Page 8: MICA - Madras Talkies

Competitor Analysis

Competitors of muvimeter

and ways to

tackle them

Key competitor: Desimartini.com

Features: 1. India’s only movie aggregator site

2. Not enough syndicated critic reviews

3. Bollywood centric and ignores

regional cinema

4. UI is complicated and not user friendly

5. Absence of an organized and

dedicated discussion forum for movie

lovers.

Muvimeter’s competitive advantages:

1. Personalized user-specific services

2. Active movie discussion and review

forum

3. Easy and intuitive UI

Potential Entrants:

1. Platform based Review Portals – such

as facebook based review Apps

2. Entry of global websites such as

Rotten tomatoes or Metacritic

Muvimeter’s defensibility: 1. High service switching costs since users

would get used to critic reviews and/or

friend recommendations on the website

2. Integration partnerships with other

movie streaming, ticketing and

merchandise sites.

Page 9: MICA - Madras Talkies

Business Model

Aggregates critic reviews

And reviews from friends

on Facebook, Twitter,

More robust aggregate

rating meter

Muvimeter.com

Maintaining a profile on a

site exclusively for

movies

Saves time and effort, Also

gives opportunity for user to

be part of a movie fan/critic

community

Standalone Review Sites

Muvimeter offers the most compelling and easy access movie reviews, recommendations and participate in movie related discussions.

Saves time for

people looking for

only single

recommendations

Needs to visit many

different sites to

build consensus

over a movie

Beneficial if user

loyally follows

only a single critic

Desimartini.com

Aggregates Reviews

Well, Low on social

Integration and rating

algorithms

Cluttered UI,

No Movie

Recommendation

Engine and

Discussion Forum

International

presence, strong

advertising network,

a lot of existing

users

Social Networks

Intuitive interfaces;

simplified features,

Preferable for users preferring

Reviews only from friends

Data is subjective to the type

& no. of friends actively

interested in movie watching

and reviewing

Trustworthy but becomes

difficult to search reviews

about specific movies. Also

sample size might be too low.

Competitor Analysis

Comparative value to User

Page 10: MICA - Madras Talkies

Business Model

User Acquisition

Gather user information

User participation

User Purchase (from Affiliates)

From • Social media

• Email

• Viral marketing

• Syndicate

media partners

Includes • Demographics

• Movie

preferences

• Language

Through • User reviews

• Discussion forums

• UG content(memes,

articles etc)

• Competitions

Purchase options • Streaming sites

• Movie tickets

• Movie

merchandise

• Loans

Muvimeter makes money when users obtain value through

access to reviews, participation in forums and purchases from our partner sites. (Affiliates)

Large expected

user base

High quality

user data

Targeted ads

Advertising

Revenue

Revenue Source

Page 11: MICA - Madras Talkies

Launch Growth Maturity Word of Mouth & viral, Blogosphere referral badges, sharable website tags

Direct email: • Targeted opt-in email lists

• College lists

• Symposium and events

Distribution partners: • Affiliate networks

• Mutual linking sites

Community building: • Consolidate UG content

• Reward active reviewers

• Have competive initiatives that

encourage user participation(like

ESPN’s superselector)

SEO: • Organized search

• Optimized page markup

PR: • Buzz marketing

• Muvimeter video reviews on

youtube

• Target twitter influencers

Syndicate and affiliate partnerships: • Encourage media partners to cite

Muvimeter’s movie ratings for

review of new releases

Social media: • Tight integration with facebook for

reviewers

• Encourage users to review and

invite friends through incentives

eg. badge points

Social media: • Promoting user generated

content

• Targeting Influential movie

bloggers with muvimeter badges

User Acquisition strategy

Page 12: MICA - Madras Talkies

Segmentation All Indian movie goers, interested in movies, who are also tech savvy

Targeting Young Adults | SEC A1, A2, B1 | Age group 18-32 | Metros and Tier 1 cities | Tech savvy users | Preferably users with

Internet enabled phones | VALS: Experiencers(self-motivated, high on energy individuals)

Positioning A multi-lingual movie review aggregation site with user generated content.

Marketing Plan Will be 2-pronged consisting of the following stages:

1. Marketing before the launch of the website

2. Advertising and Promotion when the website is up and running

Marketing plan

Page 13: MICA - Madras Talkies

Marketing Activities:

Digital: 70% of our investment will be on the digital medium since our product is a digital one.

• Treasure Hunt contests: Have contests when the website is launched. The user should search for clues on the website, on the facebook page and other digital properties of muvimeter.com. Along the way while unearthing clues, they will be given goodies. Once they get all the clues right, they will win free tickets to the new movie releasing.

• Reel to Real Movie Experience: Make the user’s movie experience more enjoyable by providing them with goodies while they watch the movie. Users can log on to the website/app during the interval of the movie and should answer questions about the movie. If they get it right, they can claim an offer for free snacks available inside the theatre then itself, or can claim it the next time they visit the theatre.

• Twitter hashtags: Make the movie and the website trend. If the user types out his/her rating and gives it a hashtag #mymuvimeter, it will trend. Incentive: if the rating is as accurate as the average of the critics, the tweeter gets a coupon.

Traditional: ATL: • Print ads which are quirky, fun and appeal to the Target audience.

• Radio slots: Have the RJs talk about the website on Friday and ask them to visit the site over the weekend in order to read about all the movie reviews.

BTL: • Standees in malls

• Having tie-ups with various cinema halls and have live shows where people are asked to answer trivia about the movie and win prizes.

Marketing plan

Page 14: MICA - Madras Talkies

Financials

User Base Growth - Projections

*An estimate based on the trends experienced by Indian Review sites such as Zomato

Page 15: MICA - Madras Talkies

Financials

Revenue Growth - Projections

*An estimate based on the trends experienced by Indian Review sites such as Zomato

Page 16: MICA - Madras Talkies

Financials

Revenue Growth - Projections

Cash Flow and Break Even Analysis

Operational Expenses/ Month at the End of Two Years in INR as per Organizational Structure

Total Payroll 690000

Executives(3) 300000

Operations Team (5) 120000

Tech Team (4) 120000

Ad Sales & Support(5) 150000

Commission

to Popular Critics 50000

Marketing &

Acquisition Costs 50000

Miscellaneous 30000

Total Expenses 820000

Key Assumptions in Revenue Calculations in following slides: • CPM rates for ads are based on current trends

for similar newly launched websites in other domains

• Increase in CPM accounts for Leads Generated and income from Own Ad Serving instead of Google Ad Network

Page 17: MICA - Madras Talkies

Financials

Ad Growth – Projections (Optimistic scenario)

Timeline Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 End of Year

1 End of Year 2

End of Year 3

End of Year 4

Website Visitors 3000 4500 5500 8000 11000 12500 15000 75000 700000 3500000 Avg Pageviews/Visitor

2 2 2 2 2.5 2.5 3 3 3 3

Total Pageviews 6000 9000 11000 16000 27500 31250 45000 225000 2100000 10500000

Ads/Page 2 2 2 2 2 2 2 2 2 2

Ad Impressions Served

12000 18000 22000 32000 55000 62500 90000 450000 4200000 21000000

CPM (per 1000 impressions)

25 25 25 25 25 25 35

50 75 80

Ad Revenue/month in Rs.

300 450 550 800 1375 1562.5 3150 22500 315000 1680000

• Monthly Operational Expenses = Rs. 8.2 Lakh

• In above scenario, breakeven is achieved in mid-year 3 (assuming only advertising revenue and complete organizational

structure is operational in initial launch days which is unlikely, but countered by higher marketing expenditure)

Page 18: MICA - Madras Talkies

Financials

Ad Growth – Projections (Realistic scenario)

• Monthly Operational Expenses = Rs. 9.2 Lakh

• In above scenario, breakeven is achieved in mid-year 3 (assuming only advertising revenue and complete organizational

structure is operational in initial launch days which is unlikely, but countered by higher marketing expenditure)

Timeline Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 End of Year

1 End of Year 2

End of Year 3

End of Year 4

Website Visitors 2500 4000 5000 6500 9000 11000 13000 45000 400000 2000000

Avg Pageviews/Visitor

2 2 2 2 2.5 2.5 3 3 3 3

Total Pageviews 5000 8000 10000 13000 22500 27500 39000 135000 1200000 6000000

Ads/Page 2 2 2 2 2 2 2 2 2 2

Ad Impressions Served

10000 16000 20000 26000 45000 55000 78000 270000 2400000 12000000

CPM (per 1000 impressions)

25 25 25 25 25 25 35 50 75 80

Ad Revenue/Month in Rs.

250 400 500 650 1125 1375 2730 13500 180000 960000

Page 19: MICA - Madras Talkies

Financials

Ad Growth – Projections (Pessimistic scenario)

• Monthly Operational Expenses = Rs. 9.2 Lakh

• In above scenario, breakeven is achieved in mid-year 3 (assuming only advertising revenue and complete organizational

structure is operational in initial launch days which is unlikely, but countered by higher marketing expenditure)

Timeline Month 1 Month 2 Month 3 Month 4 Month 5 Month 6

End of Year 1

End of Year 2

End of Year 3

End of Year 4

Website Visitors 2000 3000 4000 5500 7000 9000 11500 35000 200000 800000

Avg Pageviews/Visitor

2.5 2.5 2.5 2.5 2.5 2.5 3 3

3 3

Total Pageviews 5000 7500 10000 13750 17500 22500 34500 105000 600000 2400000

Ads/Page 2 2 2 2 2 2 2 2 2 2

Ad Impressions Served

10000 15000 20000 27500 35000 45000 69000 210000 1200000 4800000

CPM (per 1000 impressions)

25 25 25 25 25 25 35 50 75 80

Ad Revenue/Month in Rs.

250 375 500 687.5 875 1125 2415 10500 90000 384000

Page 20: MICA - Madras Talkies

Financials

Corporate Associations & Syndication Revenue - Projections

• Leads generated to partners of Movie rentals, music sellers, movie merchandizers etc. fetches revenue

• Content in form of Critic Reviews and MuviMeter Rating itself can be syndicated for royalties

Timeline End of Year 1 End of Year 2 End of Year 3 End of Year 4

User Base 13000 45000 400000 2000000

Average Lead Revenue per user 0.1 0.5 1.5 2

Corporate partnership Revenue 1300 22500 600000 4000000

Syndication revenue

10000 75000 300000 500000

Total non-advertising revenue

11300 97500 900000 4500000

• Assuming User Base from Realistic scenario discussed previously

• Average Lead Revenue per User is an assumption based on trends of digital spending and projection based on growth of

online entertainment media purchases in India through portals like Flyte, BigFlix etc.

Page 21: MICA - Madras Talkies

Exit strategy

Provides huge user base who

readily consume and discuss

movies along with their demographic

and lingusitic preferences

Increased

customer lock-in

and lesser need to

advertise

Seamless integration

with BigFlix site

Provides huge

user base who

could be lured to

make digital

music purchases

Seamless integration

with Flyte Portal

Increased

customer lock-in

and lesser need to

advertise

Provides huge user base who

readily consume and discuss

movies along with their demographic

and linguisitic preferences

Increased

customer lock-in

and lesser need to

advertise

Could go along with

their India Launch

Muvimeter.com

Expand their

current portfolio of

web properties to

movie review space

Consolidation of

web properties in

the domain

Promote their TV

shows through TV

review offshoots

Page 22: MICA - Madras Talkies

Site preview

Top Movies for the Week Top Reviewers (for each Language): Weighted Avg of No. of

Followers and Reviews

For the User

Featured Reviewers (Based on Recency)

Page 23: MICA - Madras Talkies

Site preview

Rating Meter on

Algorithm that

takes weighted

averages

of Critic and User

Ratings

Link to Affiliates

Movie

Information –

Cast, Crew,

Storyline

etc

Movie Page (Top)

Page 24: MICA - Madras Talkies

Site preview

Movie Page (Bottom)

Critic Review

Snapshots

Page 25: MICA - Madras Talkies

Site preview

Mobile App

GPS based Location Service that

recommends best movies at

theaters nearby

Updates and Movie Content for

Upcoming Releases in form of

trailers, wallpapers, song videos etc

DVDs and Movie Streaming from

Affiliate Websites such as

Bigflix.com and SeventyMm.com

*Snapshot taken

From the Flixter

Mobile App

Page 26: MICA - Madras Talkies

Thankyou