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Similar a Everead - Make News into Video- a marketing plan
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Everead - Make News into Video- a marketing plan
- 1. Market |Product| Development| Impact 1
- 2. Market |Product| Development| Impact 2 Founders Sophie CHAN Market Analyst Marketing, HKUST Tiffany Wong Market Analyst Marketing, HKUST Cristina VILLASENOR Chief Software Developer Information System, HKUST a Mickell ZHONG Chief Financial Officer GBUS, HKUST Brent LEUNG CEO Marketing, HKUST
- 3. Deliver information by technology Magnify interest of people MISSION
- 4. We spot out a new trend: Challenge in the newspaper industry in Hong Kong Change of reading behaviour Imply a large market potential
- 6. We make news into videos Informative Short Clear Effective A new way to consume information + = • • •
- 8. Market |Product| Development| Impact 8 Our target customer is white collars Convenience Rushing for jobs News reading habit Have limited time Boring and time consuming White Collars!
- 9. Market |Product| Development| Impact 9 Our targeting segment has around 3.7 million customers 50% 16% 9% 6% 19% 0% The White Collar Service/Sales Workers Craft & related workers Plant/machine operators & assemblers Elementary occupations Skilled agricultural/fishery workers Note: The population Census conducted from Jun to August Segmentation by occupation Approximately 3.7 million white collars in Hong Kong Population is approximately 7.3 million in Hong Kong
- 10. Market |Product| Development| Impact 10 Our text-to video technology will automatically create a video out of your favorite stories in seconds Using natural language processing algorithms, scanning each piece of text to understand the main content Like the mind of a video producer, the technology summarizes the story into a narrative script Everead packages the news with relevant video clips, photos, graphs from sources We have both human voiceover as well as the automated voiceover
- 11. This is how it works
- 12. Market |Product| Development| Impact 12 Everead’s features ensure its high quality product BRWOSE EVERY PIECE Scan through every piece of news, neatly organized by article type EDIT & FINE TUNE Perfecting videos is a breeze with our user- friendly editing tools VIDEOS WITH TEXT The original news is at your fingertips to read if you are interested in CREATE VIDEIOS IN S The fastest technology to transform text to interactive video USE HUMAN VOICE Receive a real, live human narration for videos INSIGHTS & ANALYTICS Analytic tools give you insight by adding photos and analytical graphs
- 13. Market |Product| Development| Impact 13 We deliver 3 main values to our customers High credibility Visual impact Convenience Cooperate with high credibility news publishers Text-to-video technology can produce videos within seconds Access through mobile app anywhere at anytime Everead as a unique product in the market
- 14. Market |Product| Development| Impact 14 SCMP as our potential business partner The highest credibility All round news source Good reader base Good brand image
- 15. Market |Product| Development| Impact 15 We provide better credibility compared to Apple News Apple Action News Everead Credibility • With simulation • From credible news articles Video generation time • Man-power generation • Computer text-to-video generation News genre coverage • Local, international, business, leisure, entertainment news • More emphasis on local, international, business news
- 16. Market |Product| Development| Impact 16 We provide higher credibility and better visual impact Credibility Visual Impact
- 17. Market |Product| Development| Impact 17 Our promotion campaign focuses on three main channels Publishers Social-Networking Site Official Sites Increase customer traffic and thus customer base
- 19. Market |Product| Development| Impact 19 Implementation plan consists of three main steps 2015 2016 May Jun. July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. Apr. Design and Negotiation Approach Target Publishers Co-Design the APP Establish Partnership Developing Form the Startup and design team Development and Launch Marketing and Improvement Promotion through publishers Promotion through social media Evaluation First LaunchEstablish Strategic Partnership Promotion and Feedback
- 20. Market |Product| Development| Impact 20 We assume a moderate growth rate for our target segment 49.9% 50.3% 50.7% 51.1% 51.6% 50.1% 49.7% 49.3% 48.9% 48.4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2016E 2017E 2018E 2019E 2020E White Collars Others Stable target segment Focus on increasing conversion rate through marketing campaign and product optimization Source: Team financial model
- 21. Market |Product| Development| Impact 21 Our Revenue will reach 3.4 million in 2020 0 1 2 3 4 5 6 2016E 2017E 2018E 2019E 2020E Millions Pessimistic Base Optimistic 1.6 mn 3.4 mn 4.9 mn • Lower traffic: Lower conversion rate • Advertisers pay less: Lower CPM • Higher traffic: Higher conversion rate • Advertisers are willing to pay: Higher CPM Source: Team financial model
- 22. Market |Product| Development| Impact 22 -2 -1 0 1 2 3 4 5 6 2015Q2 2015Q4 2016E 2017E 2018E 2019E 2020E Millions Payback Period<2 Years Net Income and Cumulative Earnings Small Initial Investment: Around 0.9 Million Positive earnings- 0.76 mn, 0.85 mn in 2016E, 2017E respectively Immediate Payback The payback period of Everead is less than 2 years Source: Team financial model
- 23. Why worths your investment?
- 27. Undimmed By Time Unbound By Text
- 28. Market |Product| Development| Impact 28
- 29. Appendix
- 30. Market |Product| Development| Impact 30 Initial Investment-3 months Items Costs Rent 75000 Technology 100000 Advertising and promotion fees 60000 Salaries for APP Developing 450000 Construction Costs 100000 Other Costs 10155 Other Salaries 72000 Total 867155 Assumption Number Average Rent per month(500 square feet) 25000 Average cost for APP developing fee 10000 Clerk Salary 12000 APP Developer Salary 30000 Operation costs per month/square feet 6.77 Advertising cost per social platform 4000 Initial Investment
- 31. Market |Product| Development| Impact 31 Income Projection-Base (HKD) 2016E 2017E 2018E 2019E 2020E Revenue 1707447 1851941 2104069 2530562 3427829 Rent 300000 312804 326292 340349 354929 Salaries 155000 161616 168584 175847 183380 Depreciation Expense 30000 30000 30000 30000 30000 Maintanence Costs 34149 37039 42081 50611 68557 Marketing Costs 240000 250244 261034 272279 283943 Other Costs 40620 42354 44180 46083 48057 Pre-tax 907678 1017885 1231898 1615392 2458963 Tax Expense 149767 167951 203263 266540 405729 Net Income 757911 849934 1028635 1348853 2053234 Key Ratio HK population 7358577 7407366 7456931 7504942 7554200 HK population growth rate 0.65% 0.65% 0.66% 0.67% 0.64% HK professionals 3671930 3726479 3782067 3837520 3894270 % professionals in HK 49.9% 50.3% 50.7% 51.1% 51.6% % of HK professionals growth rate 0.8% 0.8% 0.8% 0.8% 0.8% Inflation rate 4.44% 4.27% 4.31% 4.31% 4.28% Conversion rate 2.00% 2.05% 2.20% 2.50% 3.20% Revenue per thousand Impression(HKD) 23.3 24.2 25.3 26.4 27.5 Total Monthly Salaries 155000 161616 168584 175847 183380 Salaries of Clerks 65000 67774 70697 73742 76901 Salaries of APP maintaner 90000 93841 97888 102105 106479 Maintanence costs/Revenue 2% 2% 2% 2% 2% Tax Rate 16.50% 16.50% 16.50% 16.50% 16.50% Income Projection-Base
- 32. Market |Product| Development| Impact 32 Income Projection-Pessimistic (HKD) 2016E 2017E 2018E 2019E 2020E Revenue 853724 933499 1083914 1282152 1642501 Rent 300000 312804 326292 340349 354929 Salaries 155000 161616 168584 175847 183380 Depreciation Expense 30000 30000 30000 30000 30000 Maintenance Costs 17074 18670 21678 25643 32850 Marketing Costs 240000 250244 261034 272279 283943 Other Costs 40620 42354 44180 46083 48057 Pre-tax 71029 117811 232146 391950 709342 Tax Expense 11720 19439 38304 64672 117041 Net Income 59309 98372 193842 327278 592301 Key Ratio HK population 7358577 7407366 7456931 7504942 7554200 HK population growth rate 0.65% 0.65% 0.66% 0.67% 0.64% HK professionals 3671930 3726479 3782067 3837520 3894270 % professionals in HK 49.9% 50.3% 50.7% 51.1% 51.6% % of HK professionals growth rate 0.8% 0.8% 0.8% 0.8% 0.8% Inflation rate 4.44% 4.27% 4.31% 4.31% 4.28% Conversion rate 1.50% 1.55% 1.70% 1.90% 2.30% Revenue per thousand Impression(HKD) 15.5 16.2 16.9 17.6 18.3 Total Monthly Salaries 155000 161616 168584 175847 183380 Salaries of Clerks 65000 67774 70697 73742 76901 Salaries of APP maintaner 90000 93841 97888 102105 106479 Maintanence costs/Revenue 2% 2% 2% 2% 2% Tax Rate 16.50% 16.50% 16.50% 16.50% 16.50% Income Projection-Pessimistic
- 33. Market |Product| Development| Impact 33 Income Projection-Optimistic (HKD) 2016E 2017E 2018E 2019E 2020E Revenue 2490027 2687573 3124224 3838019 4936431 Rent 300000 312804 326292 340349 354929 Salaries 155000 161616 168584 175847 183380 Depreciation Expense 30000 30000 30000 30000 30000 Maintenance Costs 49801 53751 62484 76760 98729 Marketing Costs 240000 250244 261034 272279 283943 Other Costs 40620 42354 44180 46083 48057 Pre-tax 1674607 1836804 2231650 2896700 3937393 Tax Expense 276310 303073 368222 477956 649670 Net Income 1398297 1533732 1863427 2418745 3287723 Key Ratio HK population 7358577 7407366 7456931 7504942 7554200 HK population growth rate 0.65% 0.65% 0.66% 0.67% 0.64% HK professionals 3671930 3726479 3782067 3837520 3894270 % professionals in HK 49.9% 50.3% 50.7% 51.1% 51.6% % of HK professionals growth rate 0.8% 0.8% 0.8% 0.8% 0.8% Inflation rate 4.44% 4.27% 4.31% 4.31% 4.28% Conversion rate 2.50% 2.55% 2.80% 3.25% 3.95% Revenue per thousand Impression(HKD) 27.1 28.3 29.5 30.8 32.1 Total Monthly Salaries 155000 161616 168584 175847 183380 Salaries of Clerks 65000 67774 70697 73742 76901 Salaries of APP maintaner 90000 93841 97888 102105 106479 Maintenance costs/Revenue 2% 2% 2% 2% 2% Tax Rate 16.50% 16.50% 16.50% 16.50% 16.50% Income Projection-Optimistic
- 34. Market |Product| Development| Impact 34 CAGR for White Collars 1996 2001 2006 CAGR Managers and administrators 369323 12.1% 349637 10.7% 361891 10.8% Professionals 151591 5.0% 179825 5.5% 205435 6.1% Associate professionals 369132 12.1% 498671 15.3% 542309 16.1% Clerks 512719 16.8% 529992 16.3% 567964 16.9% Professionals/ Total Population 46.0% 47.8% 49.9% 0.8% HK Population Growth Estimation Year 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015E 2016E 2017E 2018E 2019E 2020E 2021E Populatio n 6764200 6797700 6837800 6904300 6938400 6963900 6996400 7052100 7112400 7177900 7221800 7264100 7311046 7358577 7407366 7456931 7504942 7554200 7605599 Growth(Y oY) 0.60% 0.50% 0.59% 0.97% 0.49% 0.37% 0.47% 0.80% 0.86% 0.92% 0.61% 0.59% 0.65% 0.65% 0.66% 0.67% 0.64% 0.66% 0.68% HK Inflation Rate Year 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015E 2016E 2017E 2018E 2019E 2020E 2021E Inflation Rate 0.98% 2.05% 2% 8.90% 0.52% 2.38% 5.28% 4.05% 4.33% 4.43% 4.09% 4.44% 4.27% 4.31% 4.31% 4.28% 4.32% Basic Assumptions