Directi Case Study Contest 2010- XLRI ViniVidiVici

Team Name : Vini Vidi Vici
XLRI, Jamshedpur
Neha Gupta
Rishabh Chindalia
Sandeep Singh
Vikram Singh Rathore
Case Study Contest

PPT Flow
Slide 2 Team Vini Vidi Vici, XLRI Jamshedpur
1 • Industry Overview with Indian Perspective
2 • Target Segments
3 • Directi’s LBSN – Scape
4 • Scape Business Model
5 • Scape Product Offering
6 • Scape Phases Rollout
7 • Scape Viral Marketing
8 • Moolah Maker

Social Networking Sites
Why Social Networking?
 Swap ideas
 Post comments/updates
 Participate in activities/events
 Chit chat
 Breaking news
 Schedule a date
 Follow election results
 Serious research

Social Networking Sites – India Perspective
 There has been tremendous growth of social networking sites in India
 Few of the factors that are contributing to this growth are –
 Rise of per capita income
 Youth bulge (large chunk of the population lies between 18 – 23 years age bracket)
 Rise of mobile phones usage

Location Based Social Networking (LBSN)
 If the connection to the home is the
‘last mile’, location based services are
the ‘final inch’
 Allow users to ‘check-in’ through a
smart phone application
 Visitors earns points & rewards like a
discount
 Users provide reviews and tips
 Users learn about the spots popular in
their social circle
 Learn what co-workers/friends are
doing

What are they ?

What’s in it for you ?
 With GPS capability, target consumers
with a higher degree of receptivity with
mobile advertising.
 Coupons and special deals can be better
positioned to consumers.
 Rather than segmenting by
demographics, behavioural
segmentation allows for the right
message to get to the right consumers
on a real-time basis.
 Build word-of-mouth and brand
advocacy by allowing users to post
reviews, comments and testimonials
while interacting with the product at any
given moment.
ABI Research Report states that -
 Location Based Social Networking to generate
$3.3 billion by 2013
 Most of the networks make money from
licensing and revenue sharing with network
providers or handset manufacturers

How do they do it ?
Foursquare
 Mobile website & iPhone, Blackberry, Android and
Symbian application
Plazes
 Partnership with Nokia after Blackberry & iPhone
Gypsii
 Deals with Garmin & Samsung
Loopt
 Partnership with various US mobile carriers
City Sense
 Actual mobile application available only on Blackberry
MobiLuck
 Symbian & Windows mobile Smart phone users

How would you grow in India ?
Smart Smartphones
 The rise of smartphones that allow Internet access, and participation in social networking sites, grew
significantly in recent years
Mobile Internet Users
 BCG Report 2010 states that India will reach 237 million mobile internet users by 2015
Social Networking Sites
 There has been tremendous growth of social networking sites in India

PPT Flow
8 • Moolah Maker

Target Segments
THE IMPULSIVES
Age Group : 15 – 18 years (School Goers)
Interest : Gaming
Schwartz Values : Achievement, Stimulation, Personification
McClelland Needs : Need for Affiliation
THE SELF-INDULGENTS
Age Group : 18 – 23 years (College Goers)
Interest : Friendship, Dating, Connectedness
Schwartz Values : Hedonism, Self-Direction
McClelland Needs : Need for Affiliation and Power
With decreasing fertility rate in India, Influence of teenagers in family
decision making is increasing. Their pockets are getting deeper too.
Social networking sites like Facebook is primarily used by
College students, need for connectivity is highest. Their
receptiveness for innovative platforms is high too.

Target Segments
THE SOCIABLES
Age Group : 20 – 30 years (Deal Seekers)
Interest : Knowledge, Sharing, High Social Involvement,
Frequent Shopping, Leisure Travelling
Schwartz Values : Social Recognition, Convenience
McClelland Needs : Need for Power
THE DEPENDABLES
Age Group : 25 – 40 years (Office Goers)
Interest : Time Management, Business Travellers
Schwartz Values : Security, Social Recognition
McClelland Needs : Need for Affiliation and Power
With the rise in double income family in Indian Urban
populace, the spending power of this segment is very high
This segment has the customers whose rapid naturalisation with our
Location Based Social Network (LSBN) would promote our B2B
money making business. They are stable and long terms members too.

PPT Flow
8 • Moolah Maker

Directi LBSN – Scape
Scape
An escape
A feeling of freedom
Our services stands for
being free but connected
Symbol stands for being affixed while on move

PPT Flow
8 • Moolah Maker

Scape Business Model
Scape
 Scape is a LBSN website & mobile application software & requires the facility of GPS &
internet on the smartphones
 Inbuilt feature for the new compatible handsets to be manufactured
 Freely downloadable for the existing compatible handsets
Phase 1 - Launch
 Application developed only for Symbian OS run mobile handsets: Nokia, LG, Samsung,
Sony Ericsson
 Revenue sharing model with the above handset manufacturers
Phase 2 - Expand
 Application later developed for other platforms: iPhone, Android and Blackberry
 Revenue sharing model with the above handset manufacturers

PPT Flow
8 • Moolah Maker

Dashboard
• User Front end Page
• All functionalities and
Application to be
accessed through this.
Community Page
• It is a user/business
created scape page for a
particular place, ex
Restaurants, Shops etc.
• Can be accessed by users
and businesses through
Dashboard and Business
Board respectively
Business Board
• This is a front end for
business.
• They can provide
input to relevant
community page(s)
and can avail other
paid services.
Scape
Scape – User Interfaces Types

Scapes – Scape’s Virtual Money
 Scapes is the virtual Currency on Scape Network
 Users could earn it through different means like creating and joining Community pages,
traffic feeds and reviews
 Users also earn Scapes through a Scape Earning Program: ‘Checking-in’ the locations and
updating his status for the same
 Certain threshold number of scapes leads to consumers enjoying rewards and discounts
Scape

S c a p e
The Taj Mahal Hotel, Mumbai
Try the new Wasabi at the Sushi
Bar.. Happy Hours from 3pm –
6pm… Avail now!!
Order for Cheese Corn Roll at
Masala Kraft (not in menu) ..
Taj Mahal
Neha
Reviews 61 FriendsPhotos
Follow
Scribble …
Community Page
 User created scape page for a particular place
such as Restaurants, Hotels etc.
 Scape users can become member of a community
page by subscribing to it and earn Scapes (virtual
money)
 The board is collection of scribbles by community
members
 61 friends indicate that 61 of your friends have
subscribed to this page
 Members can write reviews about the place which
make them eligible for more Scapes (virtual money)
 Members can also upload photos and videos on the
community page
 By going to users can find out whether they can
earn Scapes by visiting and pin-up(ing) there location
at these places
Board

S c a p e
Fab India, Greater Kailash – I, Delhi
Analytics
Community
Page Update
Onsite
Users
Scape day on 10/10/10 (10th
Oct, 2010).
Click Here for more details
Scape launches SMS services for
onsite users with Airtel.
Click Here for more details
Scape
Scape
Business Board
Deals – These are the B2B offers from Scape
Free Services
 Community Page (CP) Update – Businesses have
an option to go to their CP where they can scribble
latest offers for consumers, connect with CP
subscriber, update photos and videos on CP too.
Paid Services for businesses
 Scapes (virtual money) Status - If business
provide certain Scapes to users when they visit their
premises and pinup their location then through this
tab businesses can check the current Scape balance of
all users
 Onsite Users - Through this feature Scape will get a
list of all the subscriber of its CP who are close to its
location. Then it can initiate a one to one
communication with them (scape - messaging)
 Analytics - This feature will supply market analytics
data (demographics, visit frequency etc.) of all
subscribers
Deals

S c a p e
Neha Gupta
@ Marine Drive, Mumbai
Cool Breeze and a walk with
friends.. Awesome..
@ Gucci, Connaught Place
Ooooohhh… Great Collection..
Itinerary
Sandeep
Pin Ups
Paridhi
Treks
FriendsHotSpots
Dashboard
Itinerary
Will have user and their friends updates on the
network
Tabs
 Pinups – register your current location and
share it with your friends
 Hotspots – best places to be
 Friends – enlist your friends closest to you
 Treks – Photo log of you latest explorations
Details of each functionality are covered later

S c a p e
Pin Up
Pin UpTreks
FriendsItinerary
Neha Gupta
Dashboard – Product Offerings
Pin Up
 This would be one of the basic feature of Scape.
 When ever you are at some location and you feel to tell
your friends about that or earn some Scapes money you
need to Pin Up yourself to that location
 It will also prompt you to update your Twitter, Facebook
account, Myspace etc. accounts
Your Current Location – East of Kailash, Delhi
Pin Up
Follow Up
Auto Detected
Current Location

S c a p e
Hotspots
Levis , Phase – II, Def Col
Pin UpsTreks
FriendsItinerary
Benetton, Def Col
Nizam’s , Arjun Marg, Def
Col
Mc Donalds, Lajpat Nagar
Stone (Lounge and Bar),
Lajpat Nagar - II
Neha Gupta
Hotspots
 Tells about all the places (Restaurants, clubs, shops etc.)
situated nearby
 The display shall entail the users that have liked the
community page of that place
 Link to community page (displayed by blue arrow on the
screen)

S c a p e
Friends
Paridhi Bhuwania, Mochas
Pin UpsTreks
FriendsItinerary
Rosy Oberoi, Mc Donalds
Rishabh Chindalia, Nizam’s
Vikram Singh Rathore, Stone
Sandeep Singh, Levis
Neha Gupta
Friends
 Enlists all the friends who are closest (register) to your
current location
 The order of display is based on recency of the pinup by
your friend
 Leave a message on your friend’s dashboard or can send
them an offer to chat

Treks
Photo log - Take pictures and upload to your
photo log
Travel Challenge - Design your own travel
challenge for your friends
 Pin-up your self to few places and upload
pictures of those places
 Create travel challenges with the set of
pictures of places which the users visited in
his last trip (intra/Inter city) and had
pinned up
 The travel challenge would be posted on
your friends’ Itinerary
 Earn Scapes (virtual money) for designing
trek challenges and completing challenges
made by his friends
Virtual Money have been covered in detail later
WTC, Mumbai Gateway of IndiaMarine Drive
Photo Log
Sandeep
Singh
Travel Challenge
Treks

Neighborhood Search
 This is modification of Google search
 For example, if a user enter
“restaurants” in the search bar, the
search results will display relevant
restaurants based on the proximity to
current location of the user. The
current location will also be shown in
the results.
Sandeep
Singh
Neighborhood Search
Auto Detected
Current Location
Le
Cafe
Star Grand
Villa
Storm
Restro Bar
Yo! China
Restaurants
Results

Hitch – Dating Service
 It is an application for friendship/dating
someone you don’t know
 Share profiles with this application
 When you are in places like concerts/
stadiums/discotheques and you switch on
this application, software will match your
profile with that of the other users of this
application who are closest to you and
have logged into the application at that
moment
 You will see name and dashboard links of
your match
 Message/chat to decide meeting location
etc.
Step 1 – Update your location
Step 2 – See who is nearby
Step 3 – Meet Up !

S c a p e
Neha Gupta
Really Bad Traffic!!!!! Avoid the
route.. Speed 10kmph!!
Traffic Feeds
Neha
Pin UpsTreks
FriendsHotSpots
Traffic Feeds
 If you are on the road and you log on to this application,
you can upload traffic feeds
 Other users who close to that area and using this
application would be able to see your traffic feed
 Once people liked your update, you will earn Scapes
 This would help them to take an alternative route in case
of heavy traffic congestion.
Your Current Location – Defence Colony, Delhi
@From – Divya Marg @To – Moolchand
2 Users Liked your update
Congratulations, 50 Scapes Earned !!
Heavy Traffic!!
Update on Scape
Your Friends after seeing
the traffic feed, will
choose different route

Social Animal
 Indicate that you will attend a proposed get-
together, or suggest a venue for a proposed get-
together etc.
 Your plan will get added to application database
 The system will connect you with friends-of-
friends who have also expressed an interest in
attending similar get-togethers
 Once a group of friends-of-friends have decided
to attend a get together, they might get a surprise
group deal offer from the venue

PPT Flow
8 • Moolah Maker

Scape – Phases Rollout
Phase 0
(Prelaunch)
Phase 1
Phase 2
PREPARE
 Value Creation
 Content Building
 Partnerships
 Buzz Marketing
LAUNCH
 Gamification
 Loyalty program
 Increase visibility
 Identify avenues
to Monetize
 Direct Marketing
EXPAND
 Expand to more
cities
 Collaborate with
businesses
 Build Brand
Loyalty
 Enrich database

Phase 0 – Value Creation
Content
 The 1:9:90 rule says that 90% of all users are
consumers, 9% of all users are curators and only
1% of the users are creators
Collaboration
 Idea that social media facilitates the aggregation
of small individual actions into meaningful
collective results
Community
 Idea that social media facilitates sustained
collaboration around a shared idea, over time and
often across space
Cumulative Value
 Idea that the social web enables us to not only
aggregate individual actions, but also run
sophisticated algorithms on them and extract
meaning from them

Phase 0 – Content Building
Seeding Social Network (Content Building)
 We would make community pages of many famous places
of target cities
 We would also Build content for Community Pages, Traffic
feeds, Hotspots, Social Animal(upcoming events) etc.
Partnership
 We would use free sources like Wikipedia to add relevant
information on Community Page
 Partner with online repositories and information
websites
Examples
 Indiatimes.com (Bennett - Coleman) : News &
upcoming event data
 Placesonline.com : Specification about places in
each of the cities, we are targeting in Phase 1
 Timescity.com : List of restaurant, bars and pubs
in 5 of our target cities

Phase 0 – Content Building
Partnership contd…
 Symbiotic Model - Using their database while providing them user
generated traffic (their link would be shared) (acting as affiliate directory
for them)
 Purchase Model - We could get into purchase contract with above
website to let us use their content for certain period until we generate
enough user generated data
Downside
 Could be an expensive affair (A very good pitch for Scape would
be required to make people understand this new concept)

Phase 0 – Pre - Launch Business Partnership
What
 One of the Basic feature of user engagement with brands and places is the
Scape Earning Program.
 We would get into Pilot Partnership with businesses for the scape earning
program
 Examples - Café Coffee Day, McDonalds, KFC, Pantaloons, Westside,
Lifestyle
Why
 Target Consumers frequent above places
 Business like Café Coffee Day and modern apparel retail is based on increasing
footfalls, and Scape earning program does that
Strategy
 We can offer Pilot Programs to businesses for short time period like three to
six months
Downside:
 Revenue earned from such Partnership would less in initial months because
established brands would have higher bargaining power

Phase 0 – Targeting Innovators
Target Innovators
 Opinion leaders on whose opinion further adoption
of Scape depends
Advantages
 Most will be flattered since we sought their opinion
ahead of time (Viral Marketing Opportunity)
 Reviews and mentions by influencers on their blogs
would help create buzz – and buzz creates traffic
Disadvantages
 Any flaw that fails to please any influencer could
lead to generation of negative buzz.
Who are these Innovators
 Social Media Activist : http://www.gauravonomics.com ?
 Strategic Social Media Solutions: http://www.blogworks.in/ ,
 Social Media Opinion leaders: http://ritubpant.com
 Youth centric blogs: http://youthcurry.blogspot.com/ ,
http://trivialmatters.blogspot.com/ ,
http://www.jammag.com/Youth

Team Vini Vidi Vici, XLRI Jamshedpur
North Region
Delhi (NCR) | Chandigarh | Ludhiana | Jalandhar
 All the cities scores very high on per
capita income and are educational
hubs
 Punjab cities have Internationally
minded Indians
 Scape will target Impulsives and Self
Indulgents
West Region
Mumbai | Pune
 Mumbai is the financial capital while
Pune is the cultural hub.
 Scape will target Self Indulgents and
Sociables
South Region
Bangalore | Hyderabad
 Both the cities are IT hub.
 Scape will target Sociables and
Dependables
Phase 1 – Launch Cities

Phase 1 – Promotion through Gamification
What
“ Integration of game mechanics or game dynamics into community
with Scape application in order to drive consumer engagement”
How
 Universities Activation Programs
Example – Delhi University Scape Hunt
We would go to different universities in our target cities and
would organise scape enabled treasure hunts in which we would
hide some clues at different locations in the campus and users
would Pinup there location in Scape once they reach that spot .
(Treks Product Offering can be used)
Advantage - Promote Direct adoption in TG
 City Activation Programs
Example – Pune Scape Hunt 2011
Treasure Hunt which would be organised in entire city and all
scape users would be allowed to register and participate in it.
Advantage - Mass Adoption

Phase 1 – Increasing Visibility
Search Engine Optimization
“80% sites are discovered through search engines and about 60% first-
time visitors are results of a search”
 Team should work upon Search engine optimization, so that Scape
gets best ranking in SERPs (search engine result pages)
Paid Search Advertising
 The site should bid for popular keyword related to Scape’s product
offering like Restaurant, Earn, Free, Dating, Traffic, New,
Foursqaure, Places etc.
Contextual Advertising
 Special Focus on blogs serving Youth and technocrats on Blogger
and Wordpress using AdSense

Phase 1 – Loyalty Program
Scapes (Virtual Money) Earning Program
 We would Colloborate with Businesses in Scapes Earning Program
(SEP)
 When users would visit a business’s premises which has subscribed
to SEP, and pinup his/her location, the user would earn certain
Scapes
 When the number of these Scapes would surpass a threshold, user
can avail few free service or product from user.
Advantage
 User incentivisation to use scape
 Businesses would get more footfalls
 Will generate buzz and viral marketing

Phase 1 – Direct Marketing and Strategic Tie-Ups
Direct Marketing
 Outdoor Advertisement in front of Restaurants, Stores, Clubs,
Universities etc.
 Scape Facts in Metro/bus station
Strategic Media Tie-ups
 With newspapers and lifestyle magazine for promoting the concept
of Scape and its advantages
 Online Websites
 Featuring on different Tech and Social media Critiques
website to get coverage and favourable reviews
Pinup for exciting
offer
Scape

Phase 1 – Social Media Optimization
Social Media Optimization
 Other Peoples’ Social (OPS) – Being on Facebook and twitter,
having a Page, promoting stories about users, and new upcoming
Incentives
Examples -
 Aggregating content from Scape and placing it on your
Facebook and Orkut pages will give potential visitors a sense
of what is on our platform.
 Many influential bloggers use Twitter to alert their readers
about new content – we can too.
Advantages
 Faster and Cheap way to disseminate marketing information
 Generates Referrals and Buzz (Viral Marketing)

North Region
Lucknow | Kanpur | Jaipur
 Upcoming cities having high per capita
income
 Educational hubs
West Region
Indore| Ahemdabad
 Upcoming cities of India
 Ahmedabad is a textile hub having
high per capita income
South Region
Chennai
 One of the metropolitans that was left
in the 1st phase of Scape Launch
 High poitential city having a large
youth segment
Phase 2 – Launch Cities for Expansion
East Region
Kolkata
 Metropolitan city of India having high
youth bulge

Phase 2: Scape Expansion Plans
Slide 45
Team Vini Vidi Vici
XLRI Jamshedpur
Scape Merchandize
 To initiate Top of the mind Brand Recall
 Increase visibility to generate WOM
 Would be made available at all possible
business partners of Scape
Expansion Strategy
 The marketing activates of phase 1 would be continued in phase 2
 Scape will launch in few other metros and Tier-1 cities which has been shown before
 Adequate changes would be made after getting the feedback. A newer version of Scape
will be launched in all the cities including the newer cities

PPT Flow
8 • Moolah Maker

Scape Viral Marketing Plan
Slide 47
Team Vini Vidi Vici
XLRI Jamshedpur
Marketing
Step
How?
Time line
Targeting
Innovators
Positive
Reviews
from Digital
Activists
Phase 0
Gamification
University and
City-wide
publicity,
YouTube
Videos, Prizes
Annual Event
Scapes
earning
Program
Publicizing
in
Newspaper
and online
media
Perennial
Online
Marketing
Presence on
Social Media,
Search Engine
Optimization
etc. Top of
the mind
recall
Perennial
(Phase 1
onwards)
Strategic
Media Tie-ups
& Direct
Marketing
Increase
visibility
across medias
about new
features and
modification
Need Based
Merchandise
brand building,
increase
recognition
Perennial

PPT Flow
8 • Moolah Maker

Moolah Makers - Scapes
Slide 49
Team Vini Vidi Vici
XLRI Jamshedpur
Scape Earning Program
 Collaboration between companies and Scape
 Users, after having earned certain number of
Scapes specific to the company, win virtual badges
and real life discounts and promotional offers
from the company
 Company is incentivized by incurring a larger
number of footfalls, greater visibility & loyalty

Moolah Makers – On Site Users
Slide 50
Team Vini Vidi Vici
XLRI Jamshedpur
 Paid facility to the companies
 Scape messages to users who liked your community pages
 Messages sent when the user is in the vicinity
 Messages entail promotional offers & schemes

Moolah Makers – Analytics
Slide 51
Team Vini Vidi Vici
XLRI Jamshedpur
Partners-in-action
 Enterprisers, consults, marketers and retailers like
Café Coffee Day, KFC, Westside, Pantaloons,
etc.
 The feature captures, analyses and illustrates real
time data on shopper’s buying behaviour
Metrics
 Most recent visitors
 Most frequent visitors
 The time of day people check in
 Histogram of check-ins per day
 Gender breakdown of customers
 Break-through for companies looking to deliver
personalized and locally relevant content &
cross-sell products - Help companies in
promotion, selling ads, opening new location

Moolah Makers – Advertisements
Slide 52
Team Vini Vidi Vici
XLRI Jamshedpur
Model
 Pay per click advertisements
 Advertisement bar at the side of the screen
 Location based contextual advertisements
Highlights
 Promotional offers & schemes, discounts,
latest updates and collections

Moolah Makers – Neighborhood Search
Slide 53
Team Vini Vidi Vici
XLRI Jamshedpur
 Users search for a particular entity in a
specific location
 Entities include - Restaurants, Pubs,
Discos, Retail, Apartments & Real
Estate properties
 Collaboration with various players of
each entity to get them listed
 Priority/order in the list to be based
on a profit sharing model

Moolah Makers – Social Animal
Slide 54
Team Vini Vidi Vici
XLRI Jamshedpur
 Featured page entailing the location
specific events, conferences, seminars
and concerts
 Strategic collaboration with the Media
and Event Management companies: 360
degrees, Wizcraft, Percept D Mark,
DNA Networks, Cox & Kings
 Users update their status abut attending
the events on the above-said ‘Events’
page
 Influence friends to join

Moolah Makers – Merchandizing
Slide 55
Team Vini Vidi Vici
XLRI Jamshedpur
 Sell badges & T-shirts of the most famous
icons and logos for the obsessive users

S c a p e
Vini Vidi Vici
Pin UpsTreks
FriendsHotSpots
Thank You !!
Happy
Scaping !!

Directi Case Study Contest 2010- XLRI ViniVidiVici

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Directi Case Study Contest 2010- XLRI ViniVidiVici