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
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
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
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
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.
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
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
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.
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
Business Model
User Acquisition
Gather user information
User participation
User Purchase (from Affiliates)
From • Social media
• 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
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
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
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
Financials
User Base Growth - Projections
*An estimate based on the trends experienced by Indian Review sites such as Zomato
Financials
Revenue Growth - Projections
*An estimate based on the trends experienced by Indian Review sites such as Zomato
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
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)
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
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
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.
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
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)
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)
Site preview
Movie Page (Bottom)
Critic Review
Snapshots
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
Thankyou