Directi Case Study Contest - Team Megaminds from SJMSOM IIT Bombay Business Plan for an Online Dating Portal

1. Pyaar Possible
An Indian Dating site where girls call the shots !
Team Megaminds,
SJMSOM IIT Bombay

2. Presentation Outline
Internet
Indian Dating Competitive
Usage
Scenario Analysis
Scenario
Our Offering – Fresh Screen
Pyar Possible Features Mockups
Marketing Marketing
Positioning
Campaign Strategy
Monetization P&L
Plan
strategy statements

3. Indian Dating Scenario

4. Mobile Internet Usage in India
- 35+ million mobile internet users in India. Ranks 2 in world
- 14 billion pages viewed in Feb, 2010
- Social media usage occupies 35.6%
- Dating/Matrimony under penetrated,lack of good mobile UI
- Least penetrated market. Excellent space to be in
- 94% of mobile usage is aged between 13-34
- Predominantly all are males.
Advantages
- Under penetrated mobile market, can be used
- Significant part profitably
of web traffic is - Very less women users, they don’t trust dating
operator websites, good way to lure them to use it
dependent - Decreasing rate of mobile internet rates in India
- Decreasing cost of smart phones

5. Internet Latent Dating Demand: India
India Market US$
Year
Million
The latent demand of dating rise in India
2005 41.363
2006 43.831
It has grown with an astonishing rate of 41% from 2005-2011
2007 46.461
2008 49.264
Growing equally with a similar pace till 2015
2009 52.228
2010 55.238
2011 58.412
2012 61.784 Latent Demand By Year in India
80
2013 65.367
70
India Market US $ million
2014 69.175 60
2015 73.225 50
40
30
20
10
0
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Series1 41.3 43.8 46.4 49.2 52.2 55.2 58.4 61.7 65.3 69.1 73.2
**Source: www.icongrouponline.com

6. Internet Latent Dating: State(India)
The Latent Demand for Dating Web Larger states in India combine a majority of dating demand
Sites (US$ Million): 2010 **
Latent
% of Gujarat even being conservative is ranked 4th in the list
State/Territory Demand
India
US$
Maharashtra 7.5 13.6
Targeting first few states will cover most of the demand
Uttar Pradesh 6.4 11.6
Tamil Nadu 5.2 9.4
Gujarat 4.6 8.2
West Bengal 4.3 7.8
Andhra Pradesh 4.0 7.3 Maharashtra,
13.6
Madhya Others, 23.2
3.2 5.7
Pradesh Uttar
Pradesh, 11.6
Karnataka 2.8 5.1 Delhi, 3.5
Tamil
Rajasthan, 4.6 Nadu, 9.4
Rajasthan 2.6 4.6
Delhi 2.0 3.5 Karnataka, 5.1
Madhya Gujarat, 8.2
Pradesh, 5.7
Andhra West
Pradesh, 7.3 Bengal, 7.8
**Source: www.icongrouponline.com

7. Dating Users target Characteristics
Adopter/Embracer of
new features
Active internet user
Experience seeker
Looking for a partner Ability to take some
risk in life
Socially active Experience seeker
- 18-35 years of age
Try National/ Outgoing, choosy, dari - Socially active
International ng - Avid internet lover
- Educated, Outgoing
Ready to try different

8. Dating finder: Offline
College
• Batch Mates Advantages
• College Mates Face-face interaction
Reliable
Social Circle Social binding-Security
• Friend circle
• Relatives
Dis-advantages
Limited option
Events
• Outings Inflexible
• Parties/Clubs
Stuck/No exit option

9. Dating finder: Online
Social Networking
• Facebook/Orkut Advantages
• List of friends Anonymity
Flexibility
Dating websites Convenient
• Datefinder/Fropper
• Flexibility/variety
Dis-advantages
No face to face
Chat rooms interaction
• Yahoo/Rediff Unreliable
• Quick/Easy
Cheating/security issues

10. PyarPossible Offering: Best of Offline + Online
Offline Benefits Online Benefits
- Reliability & security - Security for girls
- Face to face meeting post - Freedom of communication
online interaction - Initial anonymity
- Liberal social binding - Variety of members
- Get-together through - Full knowledge of person before
events meeting
Success of Dating in India
- Explosive industry growth in India
- 10 million users on internet dating sites
- 90% of match is arranged
- 60 million singles from 20-34
- 1/3rd population in Cities

11. Competitor Analysis
Indian local dating websites What it is all about? USP
Indiandating.com It provides a medium to search profiles and initiate Simplistic approach
contact with other members of the website simple subscription plans
Fropper.com Fropper, short for friend hopper, extends the Explore new relationships
philosophy -- beautiful relationships begin with without pressure to find
friendship -- and is your destination for building, your ideal partner
maintaining & enjoying meaningful relationships immediately
www.indiafriendfinder.com Indian Friend Finder is a dating portal specially created Open to dating- casual/
for Indians to help them find individuals who are the serious. Bigger network of
like-minded compatible singles. Members have friendfinder.com accessible
abundant profiles to choose from his or her by users
www.indiancupid.com "Serious relationships for NRI Singles!" is the Indian Niche target audience NRIs
Cupid catchphrase. Essentially a dating and singles
matrimonial site, Indian Cupid is aimed at Non-
Resident Indians (NRIs) from all across the globe.
http://www.ignighter.com/ Ignighter handles the real need of everyone lives to Promoting group dating,
meet new people in a more fun, less awkward searching for local groups
environment
http://www.desikiss.com Connecting Indians worldwide to "bring together 5 star security, with
thousands of single Indians who are looking to find members taking complete
compatible and like-minded Indians for romance, control and proper
dating, love and marriage". screening of new users

12. Comparison of Features
Indiandating Fropper Indianfriendfinder Indiancupid Ignighter Desikiss
Free membership Yes Yes Yes Yes Yes Yes
Premium plus, Free as of
Premium membership Deluxe Silver, Gold Gold, Platinum Premium
Premium now
Security and Privacy Yes Yes Yes Yes Yes Very high
Simple, Advanced, Standard, Gold Group Detailed,
Quick, City, User Basic, Advanced, First
Search options Keyword, Handle members, Gold & search, expanded,
Name, Advanced Name, Keyword
Name, Profile Number silver members Individual premium
Long forms to be filled No No No Yes No No
Mobile presence No No No No No No
Mail/instant messages Yes Personalized msgs Yes Yes, video messages Yes Yes
Search, flirts, Buzz, perfect Cupid preferences, Search, cupid tags Personality
Important Features messenger , 24/7 match, easy to personality tests, ,language, flower Group dating match, My
support navigate, FAQs 24/7 support line delivery friends N/W
Basic features, Security, Mobile Pure matrimony Security guarantees, Individual Small base,
Lacks
matrimony features no. verification service membership base dating limited features
Performance(Rating out of 5)
Indiandating Fropper Indianfriendfinder Indiancupid Ignighter Desikiss
Ease of use/navigation 3.5 4.5 4 3.5 4 1.5
Features 3 4 4 4 3.5 2
Ease of joining/registration 3.5 4 4 2.5 3.5 1.5
Chance of getting a date 3 4.5 4 2.5 4 1
Quality/Size of members pics 3 4 4 2.5 4 1.5
Customer support 3 4 4 3 3 1.5
Value for money 3 4.5 4 2.5 3 0.5

13. Our Offering

14. Our Offering
Screen Mock-ups
Pyaar Possible Login Screen
We will be providinga a young and
cool looking interface to the users.
Three options for the user
1. Sign up
2. Log in
3. Login using facebook account (
Facebook integration)

15. Our Offering
Unique Proposition
Objective
Our aim is to help teenagers open up to the idea of meeting new people online for the
purpose of dating based on similar interests & likings through the website – where GIRLS
TAKE CHARGE !
Advantages
Dynamic Online Offline Theme Women Friendly
Trustworthy
Contests Party (More control to
(Attractive Prizes) (Referrals)
(Prom Night) girls)

16. Our Offering
Screen Mock-ups
Pyaar Possible – Home screen
• Serves as a dashboard for the
user, showing all the major
features, activity happened on a
single screen.
• Updates shown in red colour shows
number of new activity happened
since last login.
• These new activities in the form of
winks, hearts or messages ( love
bytes) are further highlighted in
screen using red colour and blue
colour link ( to provide easy access
to the updates.
• The centre screen is the “Active
area” of the page where the content
will be displayed whenever the user
selects any of the link.

17. Fresh Features: 1
A unique way to allow girls to take
charge and find the best ‘Date’ for her.
How it works?
Girl creates her own Swayamvar (2 weeks validity)
Creates Questionnaire and possible answers
Adds people from the friend list
Invitation goes to the selected guys
Guys accept the invitation
Answer the online questionnaire Drag & drop
Score card generated by the system
Winner wins a Date

18. Questionnaire Content
Questionnaire will be a short quiz of 15 questions which will
be designed by the girl to test her potential ‘Date’
The question and 3 preferred answers will be provided by
the girl
Eg:
1. Word Association games
– Which word will you relate to Rain?
– 1st Preferred answer: Marine Drive
– 2nd Preferred answer : Romance
– 3rd preferred answer : Umbrella
2. Witty Questions
– Your best pick up line?
– Your best break-up line?
3. Open ended questions
– What is your idea of a perfect first date?
– What is a perfect gift for a girl ?
4. Compatibility Check
– Favorite Hobby, movie, sport etc?

19. Fresh Features: 2
Screen Mock-ups
Pyaar Possible – Date Night Screen
• Allows user to browse through different
themes like
Bollywood :
• Movies theme date arrangement with
music to costume all inspired by the
movie
• Cultural themes from various
countires where music, cuisine and
dance will be inspired from a nation
and will be duplicated on the ‘Date
night’

20. Features Introduction Time line
Year 1 Year 2 Year
Free Features- Basic
Profile pic Free Features- USP Level of Likes
Paid Features
• Twinkle Messages/Chat
Home page
• Heart Group Dating
Friend search Whistle /Slap Date Night
Credibility Swayamvar
worthiness-Trust
meter Online Gifting
Why? : Basic features Why? : USP of the Site to Why?” : Crowd puller
provided by all the reinforce the image of unique features to
competitors “Girl in control” position uniquely

21. Features Introduction Time line
Year 1 Year 2 Year
Free Features- Basic
Free Features- USP
Paid Features
Gala Prom Night
Online Games Introducer Love Fourms- Dil k
Limited Chatting bol
Mobile Platform-
iPhone, Android User Page Theme
Why? : Games for fun Why? : Innovations flowing Why?” : Premium services
quotient and platforms through. Tempting user to to differentiate and build a
to cater to their mobile upgrade ! BRAND
needs

22. Mobile Screen Mockups
Login Screen Home Screen

23. Marketing Campaign

24. Positioning
• Concept : Promotes more new
female users  ultimately
attract male users
• Colour: Bright blue and yellow
colour signifying cool quotient
• Themes: abilty to change the
look and feel of your page • More secure
Youthful
• Events/happenings : Both in • Concept of trust meter to gain
online and offline mediums trust of users
• Concept of ‘Slaps’ to discourage
bad behaviou among users
Dynamic Trust
Culture worthy
Pyaar
Possible
• Slaps to avoid ‘Bad’ profiles
Girls Fun /
• Control to organize
Friendly Cool
Swayamvar
• Whistle-Open only for girl
• Swayamvar: to promote friendly
users !
rivalry among males to ‘get’ the girl
• More Cupid Arrows for Girls
• Date Night: to provide unique dating
experience
• Perfect Match : ‘Customized’
automated suggestions

25. Dissecting the Logo
The heart in the middle
portrays the symbol of
Love
The circular logo
signifies the circle of
The pink colour
trust – conveying
represents girls as they
trustworthiness of the
are given more control
site
on this site
The internal design
showcases the
trendiness & dynamic
nature of the site

26. Communication strategy
High Involvement
Bonding
Advantage
Performance
Relevance
Low involvement Presence
Brand Dynamics Pyramid

27. Communication strategy
Bonding
• Partnering with TV shows like MTV Splitsvilla & Channel V’s ‘Dare to Date’ –
special mention of the site in between the shows Advantage
Strategic • Tickers of the site to be run during talk shows Performance
Alliance
Relevance
• Sunday edition ads in metro segments like Mumbai Times,Delhi Times Presence
• Ads in fashion, teen & lifestyle magazines having high readership among
Print teens
media
• Ads on buses and cabs in major metro cities like Mumbai, Delhi etc
Visual • Print ads at the back or railway/ airline tickets
promotion
s
• Interactive Facebook page for the website
Social • Twitter stream with regular updates
media

28. Communication strategy
Bonding
• Special game shows & stage entertainment in major malls in metros
• Grand celebrations in malls on Valentine’s day & Women’s day Advantage
Mall
• Theme based kiosk at malls
Activation Performance
Relevance
• Banner ads & pop-ups in fashionandyou.com, flipkart.com, etc. & other Presence
Web shopping sites where teenagers flock in large numbers
Promotion
• Partnership with CCD, Barista, Pizza hut etc. to have special heart shaped
menu with the link of the site at the bottom.
Ambient • Customized handle bars at Delhi metro, Mumbai trains etc. to have round
Marketing shaped Pyaar Possible logos.
• Yearly calendar to highlight all the major events, theme parties, gifts etc
• Viral marketing of this yearly calendar to be publishes on social media sites
Yearly
like facebook page, Hi5 etc.
Calendar

29. Communication strategy
• Highlight unique features of the site; Convey the specific benefits
Bonding
• Print Media- Special Focus on added attraction – Theme parties, Prom
Customized Night etc. - Internal and External Communication Advantage
Ads
Performance
Relevance
• Developing mobile interface/app. for smartphones for the website which
would attract tech savvy teens Presence
Mobile • Launching the site in association with mobile operators for targeting ‘On
Promotion Deck’ mobile internet users (constitutes 30% cel internet traffic)
• Partnership with café(CCD), food joint(Subway), beauty salons(Loreal) to
offer special discounts on the dating site on specific purchases
• Tie up with websites like cleartrip.com & makemytrip.com to offer
Partnerships discounts on premium services at our portals
• Yearly calendar to highlight all the major events, theme parties, gifts etc
• Viral marketing of this yearly calendar to be publishes on social media sites
Viral like facebook page, Hi5 etc.
Promotion

30. Communication strategy
Bonding
• Highlight customer experiences thru various media channels
Experientia • Post snapshots of couples on flickr.com, Facebook etc. who met through Advantage
l the dating site
Performance
marketing
Relevance
• Feedback through website
Presence
• Web marketing ( Blogs,Testimonial)
Customer
Relations • Social Media- Facebook,Picassa
• Advergaming : Arcade gaming by colaborating with websites like
zapak.com. The look & feel of the game will be completely based on
Engaging
actual experiences of a first date.
customer
• Providing a platform to fame for the couple who are declared the Prom
King & Queen at the ‘Prom Night’
Name to • Featuring their snapshot & testimonial at advertorials in magazines and
Fame social media space (FB, twitter etc.)

31. Suggested Organization Chart

32. Suggested Organization Chart
CEO
VP Marketing VP HR/ Legal
VP IT
/Operations /Finance
IT Infrastructure IT Social Media Software/web
Accounts HR functions/Legal
Outdoors Campaigns Social Media Creative Head

33. Monetization Strategy

34. Monetization Plan
User Profiles Gifts & e-gifts Events
Homepage Affordable & Dil ke bol
Management instant gifting • Premium service for
unlimited and uninterrupted
• Profile pages of both male • Thrust on low value high communication between
and female users to be impact gifts E.g.: Romantic dates
managed by a company ringtones, caller tunes
• Instant messaging through
• Ex: Axe, Fastrack • Offline gifts such as CDs, website and also SMS
books, flowers etc. through
• No additional cost for our
partnership at local levels in
company to
select cities
activate/deactivate service
• Profit sharing agreement
with VAS providers/vendors

35. Monetization Strategy
Revenue Projections Profit Projections
₹
₹ 100,000,000 89,678,000
₹ 19,055,629
₹ 20,000,000
₹ 80,000,000
₹ ₹15,000,000
₹ 60,000,000 48,895,000 ₹ 10,369,051
PBT
₹ 40,000,000 ₹ 10,000,000
₹ PAT
₹ 20,000,000 15,537,500 ₹ 5,000,000 ₹ 3,318,035
₹ 6,118,750 ₹ 1,307,544
₹- ₹-
1 2 Year 3 4 1 2 3 4
Year
Revenue Mix
• Optimum mix of online-offline model
(50-50%)
25%
• Online model to drive offline sales
Profiles
49%
Gifts
Events
26%

36. Assumptions for monetization plan
Assumptions
Proportion of female users 30%
Percentage of active users 50%
Growth rate y-o-y 100%
R&D Expenses 29%
Selling & Marketing Expenses 25%
General & Administration Expenses 15%
Depreciation 9%
All gifts are purchased only by males
% of active users purchasing digital gifts 30%
Average Purchase per user/month Rs 50
% of active users purchasing gifts 10%
Average purchase per year Rs 200
% of active users subscribing Dil-ke-bol 25%
Subscription Charges of Dil-ke-bol/month Rs 50
No. of Metro, Tier-I and Tier-II cities covered 15
Revenue per couple (Year 1,2) 2000
Revenue per couple (Year 3,4) 4000
Tax Rate 30%

37. P&L Statements
YEAR
User Profile P&L Account 1 2 3 4
Total Revenue Rs15,00,000 Rs.45,00,000 Rs 1,20,00,000 Rs.2,40,00,000
Expenses Rs 10,37,621 Rs. 31,12,864 Rs. 83,00,970 Rs.1,66,01,939
Engineering and R&D Rs 4,31,400 Rs. 12,94,199 Rs.34,51,199 Rs.69,02,397
Selling & Marketing Rs 3,81,130 Rs. 11,43,390 Rs 30,49,041 Rs.60,98,081
Administration & Other Expenses Rs 2,25,091 Rs. 6,75,274 Rs.18,00,730 Rs 36,01,461
Operating Profit Rs.4,62,379 Rs. 13,87,136 Rs 36,99,030 Rs 73,98,061
YEAR
Gifts P&L Account 1 2 3 4
Total Revenue Rs. 16,18,750 Rs.32,37,500 Rs 64,75,000 Rs. 1,29,50,000
Expenses Rs. 11,19,766 Rs.22,39,532 Rs44,79,065 Rs 89,58,130
Engineering and R&D Rs 4,65,552 Rs.9,31,105 Rs18,62,209 Rs 37,24,418
Selling & Marketing Rs 4,11,303 Rs.8,22,606 Rs16,45,212 Rs 32,90,423
Administration & Other Expenses Rs 2,42,911 Rs.4,85,822 Rs 9,71,644 Rs 19,43,288
Operating Profit Rs 4,98,984 Rs 9,97,968 Rs 19,95,935 Rs 39,91,870

38. P&L Statements
YEAR
Events P&L Account 1 2 3 4
Total Revenue Rs. 30,00,000 Rs. 78,00,000 Rs.3,04,20,000 Rs.5,27,28,000
Expenses Rs. 21,12,260 Rs.54,91,876 Rs.2,14,18,318 Rs.3,71,25,085
Engineering and R&D Rs. 1,50,000 Rs. 3,90,000 Rs.15,21,000 Rs.26,36,400
Selling & Marketing Rs. 7,62,260 Rs.19,81,876 Rs. 77,29,318 Rs.1,33,97,485
Administration & Other Expenses Rs. 12,00,000 Rs.31,20,000 Rs.1,21,68,000 Rs.2,10,91,200
Operating Profit Rs.8,87,740 Rs.23,08,124 Rs. 90,01,682 Rs.1,56,02,915

39. P&L Statements
YEAR
Events P&L Account 1 2 3 4
Total Revenue Rs. 30,00,000 Rs. 78,00,000 Rs.3,04,20,000 Rs.5,27,28,000
Expenses Rs. 21,12,260 Rs.54,91,876 Rs.2,14,18,318 Rs.3,71,25,085
Engineering and R&D Rs. 1,50,000 Rs. 3,90,000 Rs.15,21,000 Rs.26,36,400
Selling & Marketing Rs. 7,62,260 Rs.19,81,876 Rs. 77,29,318 Rs.1,33,97,485
Administration & Other Expenses Rs. 12,00,000 Rs.31,20,000 Rs.1,21,68,000 Rs.2,10,91,200
Operating Profit Rs.8,87,740 Rs.23,08,124 Rs. 90,01,682 Rs.1,56,02,915
Pro forma performance (in Rs. Lakhs) • Increase in operating profit with
250 better branding y-o-y
200 • Investment in R&D always
150 maintained to stay competitive
100 • Expenses can be optimized with
50 experience and long-term
0 partnerships with channel vendors
1 2 3 4 • Other expenses must be controlled
Year in earlier years through better
Expenses (Rs. Lakhs) Operating profits (in Rs. Lakhs) planning

40. Overall P&L Statements
YEAR
Profit & Loss 1 2 3 4
Revenues Rs.61,18,750 Rs.1,55,37,500 Rs 4,88,95,000 Rs 8,96,78,000
Profiles Rs.15,00,000 Rs.45,00,000 Rs 1,20,00,000 Rs 2,40,00,000
Gifts Rs.16,18,750 Rs.32,37,500 Rs 64,75,000 Rs 1,29,50,000
Events Rs.30,00,000 Rs. 78,00,000 Rs 3,04,20,000 Rs 5,27,28,000
Expenditure Rs.48,11,206 Rs 1,22,19,465 Rs 3,85,25,949 Rs 7,06,22,371
Engineering, R&D Rs.10,46,952 Rs26,15,304 Rs 68,34,408 Rs 1,32,63,215
Selling & Distribution Rs.15,54,693 Rs 39,47,872 Rs 1,24,23,570 Rs 2,27,85,989
General, Admin & Other
Rs..16,68,002 Rs 42,81,096 Rs 1,49,40,374 Rs 2,66,35,949
expenses
Depreciation Rs.5,41,558 Rs.13,75,193 Rs 43,27,597 Rs 79,37,217
EBIT Rs.13,07,544 Rs 33,18,035 Rs 1,03,69,051 Rs 1,90,55,629
Interest Expense 0 0 0 0
PBT Rs.13,07,544 Rs 33,18,035 Rs 1,03,69,051 Rs 1,90,55,629
Tax Rs.3,92,263 Rs 9,95,411 Rs 31,10,715 Rs 57,16,689
PAT Rs 9,15,281 Rs 23,22,625 Rs 72,58,335 Rs 1,33,38,940

41. References
1. http://www.penn-olson.com/2011/01/04/social-media-india/
2. Various Dating Sites ( Competition)
a. http://www.fropper.com/
b. http://www.eharmony.com/
c. http://www.cupid.com/
d. http://www.ignighter.in
e. http://www.ignighter.com
3. Wireframes websites
a. http://www.turbonacho.com/blog/post/Wireframing-and-Prototype-Basics-and-Resources.aspx
b. Templates of images/graphics http://office.microsoft.com/
4. Social Media Trend: http://trak.in/tags/business/2010/07/31/social-media-trends/
5. Dating Data : http://www.markosweb.com/www/indian-datingsites.com/
6. Mobile Internet Data: http://www.goosepoose.com