This was a case study done by me , Prabhu Dass FJ and Rohan Singh. In this we has listed down three ways of acquiring users for an mobile app and then we have forecasted number of mobile user by taking into account virality and retentivity.

1. Dine
Dineout Case Challenge

2. DineExclusive Dine Out Table Campaign
Shruti (26) , an IT employee
wants to throw a birthday
party to her peers
Reaches restaurant and finds it
fully occupied
Waiting Time frustration and
embarrassment for her
Additionally get a Discount on this dine
Dine Out Way
Exclusive Dine Out Table Discount Coupons Social Acknowledgement Eg. Dine Out Couple
Positive WOM about Dine Out
Normal Way
Exclusive Dine Out Table
Book your table in a Jiffy
I booked through
the DineOut App

3. DineDine Out Free Wi Fi Model
Potential TG
Customers waiting
in the Lounge
Customers waiting
for Food
Download “Dineout” app
and enjoy uninterrupted Wifi
.
Tapping the TG
Positive WOM about Dine Out
• Dineout App will act as the WiFi Authenticator
• Connect as Guest & use free Hi-Speed WiFi for 5 minutes
• To continue using Hi-Speed WiFi for 1 hour, user has to
download Dineout App

4. DineDine Out Corporate & College Coupons
Dine Out Analytics
High Potential in Direct ( Email ) Marketing
Approach Corporate HRs , Events cells in college
and convince them to send the free coupons for
employees
Create a Win – Win – Win Strategy for
Employees , Corporate and Dineout
• Increased Employee Happiness
• Zero Cost
• Colleges get more Participants
for the events
• Discount on next dine
• Exclusive Dineout Tables
• Free Wifi @ restaurants
• Increased App Installs
• Positive Word of Mouth
• Increased Brand Equity
Companies & Colleges Employees & Students Dineout

5. DineCost Analysis
Dine Out Table Campaign
• Avg cost per customer for Dine Out= Rs 500
• Cost to book an exclusive 4 member table in a restaurant/day = 6 servings * 500* 4 customers= Rs.12000
• Dineout will reserve the exclusive table only during the weekends
• Dineout will be paying only for the unbooked servings
 Eg. If 5 bookings happens via Dineout , Dineout will be paying only Rs.2000 (12000 – 10000 = Rs.2000)
 Per month cost for Dine Out= Rs. 16000
Corporate Coupons
• Cost incurred due to calling the leads to convince to accept the coupons = Rs 1000/ month
• The coupons are distributed to the Corporate HRs and college Events cells via emails

6. DineCost Analysis
Free WiFi
• Cost per month for the WiFi service provider = Rs. 2400
• Service provider (Hathway ) provides all the required devices and also takes
care of one time installations and maintainence in the restaurants
• Open source Wifi authentication softwares like Coova, Packetfence, Wifidog
etc can be used for user authentication
• One-time software interface developments costs haven’t been concluded

7. DineBenefit Analysis using Viral Coefficient
-
20,000
40,000
60,000
80,000
0 5 10 15
Numberofusers
Months
Without Loss
0
2000
4000
6000
8000
1 2 3 4 5 6 7 8 9 10 11 12
Months
With Loss
Growth Channels & User Loss
-8000
-6000
-4000
-2000
0
2000
4000
6000
1 2 3 4 5 6 7 8 9 10 11 12
Month
Dine Out Table Booking Free Wifi Corporate Coupons
Viral growth Loss
Assumptions :
• Initial user base is zero
• Conversion rate for Table booking , Free WiFi and
Coupons are 60%, 60%, 10% respectively
• Viral Coefficient is 0.2 for the month and
gradually decays by 50 % each month
• Retention Rate is 14% , 11%,9% for the
consecutive months as the DineOut app falls in
top 5000 app category

8. Thank You