Directi Case Study Contest - Team Acti-Date from ISB Hyderabad Business Plan for an Online Dating Portal

1. DON’T JUST DATE, ACTI-DATE
Ananth Vas Ashish Ajmera Gayatri Sharma Sartaj Chawla

3. WHAT IS ACTIVITY DATING?
• Users join the website and create profiles for free, but pay for
Join participating in Activities.
Create • Users select preferred activities from a range of indoor and
Activity outdoor activities such as Trekking, Rafting, Dinner, Play
list watching, Bowling, Paintballing etc
Go on • Users are matched as per their preferences and then choose to participate in
Group/ Single Acti-Dates
an Acti- • After the Acti-Dates, the users review and rate the people they went on a date
Date! with and indicate if they wish to go on a date with that person again.

4. DON’T JUST DATE, ACTI-DATE
Activity • Users are matched to activities of their preference .
Based
• Users will also have the facility to post their own activities .
Dating
Facebook • Using Facebook allows easy login, faster market penetration, access
Page and to large numbers of users profiles etc.
Mobile app • Mobile App to help leverage the reach of smart phones in India .
Rich • Users have the flexibility of Dating in groups or individually.
Dating • Paid users will have access to features such as buddy circles , online
Experience chat, review and rating, ability to post own activities and gifting .

6. 500,000 Members and counting! Sign in
What is Activity Dating? Membership plans Acti-Blog Featured Activities
List your Activities now !!! TIRED OF THE SAME BORING OLD DATES?
28 people
WORRIEDJUST CAN’T BREAK THE ICE?
ABOUT SAFETY?
1. Cycling
2. Paintball 83 people
3. Trekking 6 people
4. |
Sign Up
Latest single members who joined Acti-Date-
Ananth , 28, Sartaj , 26, Manika , 26, Pavithra , 25, Ashish , 24,
Mumbai Gurgaon Delhi Hyderabad Mumbai

8. Activity based search
that searches on the
basis of Acitivity,
Location, Education
My Activity List About me Edit x
What activity do you want to take part in? add
add
Facebook Connect Edit x
The people I have subscribed to are… Users can subscribe to
other users to know
Suzanna added River-rafting to her activity list when the activities they
are interested in and the
events they are attending
Suzanna is attending Super cyclathon 2011
See more …

9. FEATURES
 The USP of Acti-date is its powerful activity based search feature which
helps search based on the following parameters (in order of priority):
1. Activity
2. Subscribed users within the activity
3. Location
4. Age
5. Education
 This feature helps users find a closest match thereby increasing the
probability of meeting a suitable date

10. FEATURES
 In a twitter-like model users can subscribe to another user of their
choice.
 Helps users follow the activities and events attended and organized by
other users of their ‘interest’
 By following the subscribed users’ posts and messages the subscriber
can know the subscribed user better and decide to date or not

11. Users can create
their own event
29 people want to do this.
Cycling
Post an Event
People doing this in Hyderabad
My Activity List
Suzanna,
Age : 24, F, Hyderabad, India What activity do you want to take part in? add
Activities : Cycling, Paintball, Tennis, river-rafting
Education : Indian School Of Business
add ad
d
Acti-date organized
Manika , event with partner
Age : 25, F, Hyderabad,organizations–
India
Activities : Cycling, Bowling, Rappelling.
Incentivizes the user by
Education : IIIT, Hyderabad
providing volume See more …
discounts
Upcoming events for this activity
Hyderabad Cyclathon ,
Hyderabad, India
20% discount
Date : 24/11/2011
Sponsored event
Super Cyclathon 2011,
Hyderabad, India
Date : 02/12/2011
See more …

13. Primary Research – SURVEY AT ISB
Based on survey data of 30 students at ISB, we obtained the following:
How Willing are you to join the
website on a Monthly fee basis or
Willingness to pay for Indoor
a Pay-per activity basis? Activities
120.0%
% Respondents
Monthly Fees Pay-per Activity Undecided Not Willing 100.0%
80.0% Indoor Activity
3% 7% 7% 60.0%
40.0%
20.0%
0.0% Price Premium
83% In INR
Willingness to pay for Outdoor
Activities
120%
% Respondents
100%
80%
60% Outdoor Activity
40%
20%
0%

15. STRATEGIES OF MONETIZATION
Member to
Member
Gifting
Solutions
Advertising
Activity
and co-
Premiums
branding
Website
Revenue

16. STRATEGIES OF MONETIZATION
 Based on the survey results, about 83% of respondents would be willing
to try Acti-date on a Pay-per-activity basis.
 The activity organization will be outsourced to event management/
activity management organizations.
 Members will pay the activity fee (as per standard rates) and a premium.
 This premium will be principle monetization strategy for the website.
 Based on the survey data, the following Premiums are proposed for
activities:
1. Outdoor activities such as trekking, rafting, biking etc : `450 / person
2. Indoor activities such as bowling, movies etc : ` 300 / person

17. STRATEGIES OF MONETIZATION
 Members will have the facility to gift items to other members or
non members through an easy user friendly interface. Some items
that may be gifted are as follows:
1. Acti-date coupons for group and individual dates
2. Flowers, Soft Toy, chocolates and cards.
3. Music Cd’s, Serenading services and other such gifts.
 These gifts will be paid for by credit-card or via users PayPal
accounts, another viable option is to use facebook dollars to pay
via the users facebook account.

18. STRATEGIES OF MONETIZATION
 Ad Revenues are the major monetization strategy of a large no of social
media sites such as facebook , Twitter etc and represent significant
potential for Acti-Date.com
 The principle advertising will come from brands/products focused on the
dating site audience, which will mostly comprise of single adults between
the ages of 18 – 35.
 In the initial years, while the website builds its member network by
offering free membership and low activity premiums, the advertising will
provide a large chunk of projected revenues.

19. STRATEGIES OF MARKETING
Increasing Customer Base
Introduction Growth Maturity
• Situation: Low type-in traffic (most • Situation: Medium organic traffic, low • Situation: High quality traffic,, more
users will visit via CTR, growing confidence in service by time spent on site per user
advertisements), very low WOM, explorative nature of users • ADS: Leaderboards and Boxes wrapped
CTR, skepticism towards the • ADS: Skyscrapers, Boxes within site around by site content. Contextually
authenticity of the service content targeted for maximum revenue
• ADS: PPI (Direct contract with • Advertisers: Skyscraper- same as (Google Adsense)
advertisers), single skyscraper to avoid ‘introduction phase’. Boxes – • Advertisers: Contextually matched for
distraction PPC, Brands & activities associated user demography, location, etc.
• Advertisers: Reputed and relevant with Acti-Date like Cadbury, Adventure • Benefit: Leverage the popularity and
brands like Femina. Tour operators high traffic volumes
• Benefit: appear legit, make female • Benefit: Keep ads relevant, strengthen
users feel at home revenues from Member Gifting and
Activity Premiums

20. STRATEGIES OF MONETIZATION
Head Value
Source :
http://edition.cnn.com/2011/BUSINESS/03/29/india.online.matchmaking/ind
ex.html
Brand Potential (No. of users) 20,000,000
p q
CT scanners (50-99 beds) 0.018 0.288
nt p*N + (q-p)nt-1 *q/n(nt-1)^2
No. of users
Year No of Users 2000000
Yr 0 - 1500000
1000000
Yr 1 360,000
500000 No. of users
Yr 2 455,334 0
Yr Yr Yr Yr Yr Yr Yr Yr Yr Yr Yr Yr Yr
Yr 3 570,567
1 3 5 7 9 11 13 15 17 19 21 23 25
Yr 4 706,535

21. STRATEGIES OF MONETIZATION
Head Figure (in Rs.)
Revenue
Ad revenue - A 50
subscription Fees (Rs. 60 per month) 720 Rs. 2,000,000,000
Rs. 50 premium/per activity/ per user * 1 activity per user / 2 months 300 Rs. 1,500,000,000
subscription Fees per user per year - B 1020
Rs. 1,000,000,000
Revenue
Rs. 500,000,000
Gift premium per user per year 200
Gift premium * No of users buying gifts (30% of user base) - C 60 Rs. 0
Total Revenue per user per year (A+B+C) 1130 Yr Yr Yr Yr Yr Yr Yr Yr Yr
1 4 7 10 13 16 19 22 25
Sales figures for the first four years of operation :
Yr 0 0 Rs. 0
Yr 1 360000 Rs. 406,800,000
Yr 2 455333.76 Rs. 514,527,149
Yr 3 570567.4396 Rs. 644,741,207
Yr 4 706534.9251 Rs. 798,384,465