The document outlines a marketing and business plan for a proposed location-based social networking app called G2 Ghumo Ghumao. It includes a situational analysis of the LBSN market, descriptions of G2's features and game mechanics, a 5 point marketing strategy involving social media, viral campaigns, radio spots, outdoor advertising and PR/publicity. It also presents monetization strategies for G2 like tiered business displays, special offers, and 'Brand of the Week' sponsorships, and projects the total net present value of the business model over 5 years.

1. Team Neural Bug, IIM Bangalore 1Ghumo Ghumao
G2
A Business
Team Neural Bug, IIM Bangalore
Chinmaya Kumar Sharma (09164305272)
Kunal Bhagat (09341073598)
Monisha Nakra (09739911067)
S Archana (09986587931)
Ghumo Ghumao
Ghumo Ghumao
G2
Username
Password

2. Team Neural Bug, IIM Bangalore 2Ghumo Ghumao
G2
Ghumo Ghumao
G2 Agenda
Overview and Situational Analysis
•Social Networking has arrived (and will change the game)
•Comparison of LBSN products currently in the market
• Consumer Analysis – Survey & FGD
G2 : Ghumo Ghumao – LBSN from Directi
•Product Features and Story of G2
•What happens at G2
• G2 Game Mechanics
• G2 Start a Revolution Feature
Marketing G2
•Online Marketing Options
•Offline Marketing Options
•Affiliate and Partnership Options
• 5 Point Marketing Program
Monetization Strategies
•Revenue Model
•Total NPV Projection – Survey of businesses
Conclusion and Way forward

3. Team Neural Bug, IIM Bangalore 3Ghumo Ghumao
G2
Ghumo Ghumao
G2
471 mn
127 mn
12 mn
2 mn
India Mobile
subscriber base
Internet access-
enabled phones
# of Users ever
used Internet
Active users of
mobile internet
Social Networking Has Arrived
1. google.com
2. orkut.com
3. facebook.com
4. youtube.com
5. getjar.com
6. yahoo.com
7. songs.pk
8. wikipedia.org
9. zedge.net
10. my.opera.com
TOP SITES ACCESSED THROUGH
MOBILES IN INDIA (July 2010)
• Page-view growth since July 2009: 371.7%
• Unique-user growth since July 2009: 354.6%
• Page views per user: 393
• Data transferred per user (MB): 7
• Data transferred per page view (KB): 18
STATISTICS (July 2010)
IAMAI estimates the 3G launch and reduction in the
prices of 3G and GPRS enabled handsets (smart
phones) to increase mobile internet users to 25
million by 2012, and up to 50 million users by 2014
The usage
patterns show
the dominance
of social
networking
sites among all
sites visited by
mobile
internet users
Situational Analysis &
Overview of LBSN
G2 Ghumo Ghumao
The Product
Marketing G2 Monetization
Strategies
Conclusion and Way
Forward
Source: Opera State of the Mobile Web, July 2010

4. Team Neural Bug, IIM Bangalore 4Ghumo Ghumao
G2
Ghumo Ghumao
G2
LBSN
Product
Device Support Game Mechanics User Benefits and Perks Dashboa
rds for
business
es
Foursquare iPhone, Blackberry, android,
ovi, other
Badges and
points
Coupons and freebies Available
Gowalla iPhone, Blackberry, android,
iPad, palm
Pins and items Free gifts and specials Not
Available
Loopt iPhone Rewards and
achievements
Retail discounts Not
Available
Yelp iPhone, Blackberry, android,
palm, other
Royalty levels Coupons, guides and
reviews
Available
Brightkite iPhone, Blackberry, android,
ovi, other
Badge levels Reward programs Not
Available
Ghumo
Ghumao
iPhone, Blackberry, Nokia,
Other browser enabled
phones
Earn degrees:
Fresher, Diploma,
Masters and PhD
Rewards for patronage
& discounts
Available
Comparison of LBSN products in the market
Situational Analysis &
Overview of LBSN
G2 Ghumo Ghumao
The Product
Marketing G2 Monetization
Strategies
Conclusion and Way
Forward

5. Team Neural Bug, IIM Bangalore 5Ghumo Ghumao
G2 Consumer Analysis*
Research Methodology Consumer Profiling – LBSN Users
Cities – Metros, Tier I & cities with population >
1 Mil
Socioeconomic Classification – A1, A2
Lifestyle – Culture oriented,
Outdoor oriented
Personality – Ambitious, Gregarious
Geographic
Age
15-34 years, 35-50 years
Occupation
Students Professionals Self Employed
Businesspersons
Demographic
Psychographic
Situational Analysis &
Overview of LBSN
G2 Ghumo Ghumao
The Product
Marketing G2 Monetization
Strategies
Conclusion and Way
Forward
*Detailed in Appendix

6. Team Neural Bug, IIM Bangalore 6Ghumo Ghumao
G2
Ghumo Ghumao
G2
Connect with
and meet friends
Gain degrees
from your
favorite hangouts
– A PhD from KFC
Avail utility services
like cab booking,
tracking buses, traffic
updates, weather
updates
Create a Social
Revolution –
Form groups and
mobilize people
Explore your city
and discover new
places – leave
recommendation
Avail special
discounts for
patronage to
specific stores
Create Interest
groups – Meet
friends with
similar interests
Situational Analysis &
Overview of LBSN
G2 Ghumo Ghumao
The Product
Marketing G2 Monetization
Strategies
Conclusion and Way
Forward
G2 Ghumo Ghumao: The Product

7. Team Neural Bug, IIM Bangalore 7Ghumo Ghumao
G2
Ghumo Ghumao
G2
User
Downloads
app to
phone
Registers –
specifies
interests,
adds friends
User logs on
– he can see
his friends
online at
different
places
User can
explore
different
places
around his
current
location
S/He can
add new
places which
are not
listed
Users can
leave tips
about places
- People give
Jhappi if
they like the
tip
What happens at G2
• A form of appreciation for the tips
left by other users
• A “jhappi” is counted if users who
like it actually go to the place
suggested and check in
• Users can redeem Jhappis for talk
time from their service providers
The “Jhappi” Concept
Situational Analysis &
Overview of LBSN
G2 Ghumo Ghumao
The Product
Marketing G2 Monetization
Strategies
Conclusion and Way
Forward

8. Team Neural Bug, IIM Bangalore 8Ghumo Ghumao
G2
Ghumo Ghumao
G2 Game Mechanics
Fresher
• When user checks in to a place for the first time
Diploma Holder
• After 3 more check ins at the same place he gets a diploma from
the business
Master’s degree
• After the 8th check in the user automatically upgrades to a
masters degree
Ph D
•The top 3 users who have the maximum check in the last 3 months are the
Ph D holders
•S/He is entitled to special freebies from the store depending on the
number of check ins he has made at that place
PhD
Situational Analysis &
Overview of LBSN
G2 Ghumo Ghumao
The Product
Marketing G2 Monetization
Strategies
Conclusion and Way
Forward

9. Team Neural Bug, IIM Bangalore 9Ghumo Ghumao
G2 Starting a Revolution!
Kunal: Reggae concert next
month at Someplace! Who
do I go with?
Let’s see
what G2 can
do for me?
Kunal started a
Reggae Revolution!
Ans and join:
Q1) ---
Q2)----
Q3)---
Your membership
status:????
Few days later
Few seconds later
Kunal- Reggae Lord
Sharan-Reggae King
……
….
John- Reggae Learner
Profile: Kunal
TO-DO (20th July)
Kunal is attending
“Reggae Live” at SomeP
with
Shara, Anand and Pancy!
Start one on any subject
Form a like-minded bunch
Separate the pros from the
learners
Opportunity to rise up the
social ladder by learning
“Revolutions”
D-Day!

10. Team Neural Bug, IIM Bangalore 10Ghumo Ghumao
G2
Ghumo Ghumao
G2 Marketing Plan – Online Options
Overview of
LBSN
G2 Ghumo Ghumao
The Product
Marketing G2 Monetization
Strategies
Conclusion and Way
Forward
Options Description Average
Cost
Impressions/
Impact MetricsONLINE
Banners • Animated Story based Ad featuring G2’s mascots
– Boy and Girl Stick Figures
• Can be used to build brand awareness
• On popular websites - Rediff, Yahoo, Indiatimes,
Bharat Matrimony, Chakpak, Ibibo, BigAdda,
Cricinfo, News Sites
• Link exchange banner advertising?
CPM Focus only on
high trafficked
sites and
monitor page
views
Social
Media
• Integrated presence on SM – Facebook, Twitter,
Wikipedia, Blogger and so on
• Drive awareness and encourage adoption
Virtually
no cost
option
Very large
Number of
Followers
SEO • Tag words like location, social networking, LBSN,
G square etc. for getting optimum results on
Google and other Search engines
~ INR
25,000
Rank Order of
G2 in relevant
search
Viral • Series of animations based on G2 theme and
mascots for YouTube and other media to create
buzz
~ INR
2,50,000
Large Number
of Views

11. Team Neural Bug, IIM Bangalore 11Ghumo Ghumao
G2
Ghumo Ghumao
G2 Marketing Plan – Offline Options
Overview of
LBSN
G2 Ghumo Ghumao
The Product
Marketing G2 Monetization
Strategies
Conclusion and Way
Forward
Options Description Average Cost
(Rs.)
Impressions/
ImpactOFFLINE
Print • Run a print media campaign for build-up and
launch of the application in major cities
3 Lakhs
(Back Page –
Half)
• National dailies have large
penetration.
• Provides multiple options
Radio • Tying up with local FM channels to promote G2
coinciding with launch
• City specific therefore good option to reach
target audience
6,000 for
10sec, 10
times a day
• Radio has regained
popularity with youth
• Catchy radio jingles have a
lasting impact
Outdoor • Billboard advertising
• OOH Media
• Effective in getting eyeballs in high traffic area
70,000 per
month
• Attracts customers
outdoors
• Presence in places where
the youth hangout
PR and
Publicity
• Sponsoring College events, Rock shows etc. –
fun games and treasure hunts on G2
2 -3 Lakhs • Helps create a brand
identity
• Users associate G2
with fun stuff
TV • 20 second spots targeted advertising G2
• Scrollers/Banners during relevant shows
3.5 Lakhs
for 10 sec
• Cost is very high but
has maximum reach

12. Team Neural Bug, IIM Bangalore 12Ghumo Ghumao
G2
Ghumo Ghumao
G2 Marketing Plan – Affiliation Options
Overview of
LBSN
G2 Ghumo Ghumao
The Product
Marketing G2 Monetization
Strategies
Conclusion and Way
Forward
• Brand of the Week – Pixel Rent out plan for national brands to
advertise on G2 screen.
• Partner with Mobile handset manufacturers to provide G2
application pre-loaded – for Smart Phones.
• Partner with Service Providers to have reward schemes based
on G2. For instance, free talk-time for accumulated “Jhappis”.
• Radio Cab Services – Easy launch Apps provided on G2 to enable
convenient booking facilities for users on the go.

13. Team Neural Bug, IIM Bangalore 13Ghumo Ghumao
G2
Ghumo Ghumao
G2
5 point Marketing Plan
Overview of
LBSN
G2 Ghumo Ghumao
The Product
Marketing G2 Monetization
Strategies
Conclusion and Way
Forward
Storm the existing
Social Media world
with G2. Create an
exhaustive and
integrative web
presence across
popular SM sites.
Create series of
Viral Ads for
YouTube and other
Social Media –
unique theme based
animations featuring
the G2 mascots.
1. SOCIAL MEDIA 2. VIRAL CAMPAIGN
Tying up with local
FM channels to
promote G2 during
phased launch.
3. RADIO SPOTS

14. Team Neural Bug, IIM Bangalore 14Ghumo Ghumao
G2
Ghumo Ghumao
G2
5 point Marketing Plan
Overview of
LBSN
G2 Ghumo Ghumao
The Product
Marketing G2 Monetization
Strategies
Conclusion and Way
Forward
Billboard advertising in
prominent shopping
locations in the city:
cost-effective way to
achieve maximum
eyeballs among target
audience.
4. OUTDOOR
Market Storming
during launch.
Sponsoring College
events, Rock shows
etc. – fun games and
treasure hunts
organized on G2.
5. PR/PUBLICITY

15. Team Neural Bug, IIM Bangalore 15Ghumo Ghumao
G2
Ghumo Ghumao
G2
Monetization Strategies
Overview of
LBSN
G2 Ghumo Ghumao
The Product
Marketing G2 Monetization
Strategies
Conclusion and Way
Forward
• Tiered display Model of Businesses: Kuchh Khaas (Recommended),
Aas Paas (Nearby)
• Brand of the Week – Clickable Pixel Rent out to big brands
• Special Offers based on User Preferences
• Geographic Specials
• Business Intelligence and Analytics as a Service

16. Team Neural Bug, IIM Bangalore 16Ghumo Ghumao
G2
Ghumo Ghumao
G2
Monetization
Strategies
Overview of
LBSN
G2 Ghumo Ghumao
The Product
Marketing G2 Monetization
Strategies
Conclusion and Way
Forward
Ghumo Ghumao
G2
You are here: Brigade Road, Bangalore
Friends Places History Recos
Kuch Khaas
Pico’s Bar
##, Church Street
Crossword Book Store
##/A, Brigade Road
Aas Pass
Mc Donald’s
##, Brigade Road
Café Coffee Day
##, Richmond Road
National Library
Brand of the
Week – Gets
dedicated
clickable pixel
space on screen
Recommended
Places
Nearby
Places

17. Team Neural Bug, IIM Bangalore 17Ghumo Ghumao
G2
Ghumo Ghumao
G2
Monetization
Strategies
Overview of
LBSN
G2 Ghumo Ghumao
The Product
Marketing G2 Monetization
Strategies
Conclusion and Way
Forward
Ghumo Ghumao
G2
History Recos Maps
Special
offers
Offers you might like
Shoppers Stops
Check out the Limited period Summer
Sale Flat 50% off on all purchases
##, M.G. Road
Crossword
Featured discount on new releases
##, Richmond Road
Special Offers Based
on user preferences
Eg: If user’s interests
are shopping and
books then the order
of offers visible to
him is based on his
interests

18. Team Neural Bug, IIM Bangalore 18Ghumo Ghumao
G2
Ghumo Ghumao
G2
Monetization
Strategies
Overview of
LBSN
G2 Ghumo Ghumao
The Product
Marketing G2 Monetization
Strategies
Conclusion and Way
Forward
Ghumo Ghumao
G2
History Recos Maps
Special
offers
Alert
Since you are in Brigade,
you might want to check
out the new flavors of
tropical Iceberg at CCD.
Get 10% off on your
purchase if you rush
now.
Geographic
specials - Alerts of
offers only based
on user’s interests.

19. Team Neural Bug, IIM Bangalore 19Ghumo Ghumao
G2 Total NPV Projection*
TOTAL NPV =
Rs. 1,531,877,698
NPV calculations Revenue calculations
Scheme Year 1 Year 2 Year 3 Year 4 Year 5
Tiered Model 6,916,000 13,278,720 24,897,600 44,262,400 74,337,120
Special Promos 47,840,000 90,417,600 167,440,000 294,694,400 490,838,400
Brand of the Week 2,600,000 3,120,000 3,120,000 3,640,000 3,640,000
Geographic Specials 36,400,000 73,382,400 142,688,000 260,915,200 448,156,800
Total (in Rs.) 93,756,000 180,198,720 338,145,600 603,512,000 1,016,972,320
Scheme NPV
Tiered Model 112,356,675
Special Promos 750,068,618
Brand of the Week 12,032,574
Geographic Specials 657,419,832
Total (in Rs.) 1,531,877,698
Overview of
LBSN
G2 Ghumo Ghumao
The Product
Marketing G2 Monetization
Strategies
Conclusion and Way
Forward
*Detailed in Appendix
Price Elasticity function arrived at through
survey of businesses

20. Team Neural Bug, IIM Bangalore 20Ghumo Ghumao
G2 Conclusion and Way Forward
• Pricing of the Services (provided to businesses) needs to be
undertaken after a comprehensive marketing survey
• Roll out of the platform should be in a phased manner in the metros
and tier 1 cities – we may start with Bangalore or New Delhi
• Develop Data Analytics to measure and monitor the impact of the
system for businesses
• Merchandizing, Virtual currency and gifts will be another source of
revenue after a strong base has been established
• Privacy needs of end users must be well understood and built into the
system
Situational Analysis &
Overview of LBSN
G2 Ghumo Ghumao
The Product
Marketing G2 Monetization
Strategies
Conclusion and Way
Forward

21. Team Neural Bug, IIM Bangalore 21Ghumo Ghumao
G2
Appendix

22. Team Neural Bug, IIM Bangalore 22Ghumo Ghumao
G2 Tiered Model Forecast
Year 1 Year 2 Year 3 Year 4 Year 5
Price per week 35 40 45 50 55
No. of businesses
approached 500 700 1000 1400 1900
No. of businesses
subscribing 380 532 760 1064 1444
Number of Markets 10 12 14 16 18
Revenue per year 6,916,000 13,278,720 24,897,600 44,262,400 74,337,120
NPV of 5 years projections 112,356,675
Price
Demand
Priced at Elasticity=1 point
to maximize revenues.
Price Elasticity function
determined through
survey with businesses

23. Team Neural Bug, IIM Bangalore 23Ghumo Ghumao
G2 Brand of the Week Forecast
Demand
Year 1 Year 2 Year 3 Year 4 Year 5
Price per week (clickable) 50000 60000 60000 70000 70000
Revenue per year 2,600,000 3,120,000 3,120,000 3,640,000 3,640,000
NPV of 5 years projections 12,032,574
Price fixed at Rs. 50,000 per week in the first year and increasing thereafter.

24. Team Neural Bug, IIM Bangalore 24Ghumo Ghumao
G2 Special Promos ForecastPrice
Demand
Year 1 Year 2 Year 3 Year 4 Year 5
Price per package (of 15 days worth
of Promos) 400 450 500 550 600
No. of businesses approached 500 700 1000 1400 1900
No. of businesses subscribing 230 322 460 644 874
Number of Markets 10 12 14 16 18
Revenue per year 47,840,000 90,417,600 167,440,000 294,694,400 490,838,400
NPV of 5 years projections 750,068,618
Priced at Elasticity=1 point
to maximize revenues.
Price Elasticity function
determined through
survey with businesses

25. Team Neural Bug, IIM Bangalore 25Ghumo Ghumao
G2 Geographic Specials Forecast
Price
Demand
Year 1 Year 2 Year 3 Year 4 Year 5
Price per package (of 30 days
worth of alerts) 1000 1200 1400 1600 1800
No. of businesses approached 500 700 1000 1400 1900
No. of businesses subscribing 70 98 140 196 266
Number of Markets 10 12 14 16 18
Revenue per year 36,400,000 73,382,400 142,688,000 260,915,200 36,400,000
NPV of 5 years projections 657,419,832
Priced at Elasticity=1 point
to maximize revenues.
Price Elasticity function
determined through
survey with businesses

26. Team Neural Bug, IIM Bangalore 26Ghumo Ghumao
G2 Need Gap Analysis - Survey
Source: Primary Research (Survey)
26
Current modes of Social
Networking
IPhone applications
• Internet has lots
of info.
• Friends give
personal opinions
• Scattered
Resources
• Unmapped!
• Old Information
• City-specific
activities
• Connect to
fellow-
wanderers
Survey Results
Top preference for LB services and Social networking
through Mobile phone Apps

27. Team Neural Bug, IIM Bangalore 27Ghumo Ghumao
G2
Laddering – Interview/FGD
Company Logo
Avail special
store discounts
Certification
from fav brands
Discover new places
based on Peer Recos
Social
Revolution
Incentivizes me to
shop at the store
Motivates me to shop
more at the store
Make friends/Tell
them what I’m upto
Useful Info
Utility
services
Appeases my love
for new places
Makes me actively
scout for offers on G^2
Connect better
with brands
Better connect
with people
Ego Boost - I feel
special/popular
Instant
updates
Helps me stay
planned/organized

28. Team Neural Bug, IIM Bangalore 28Ghumo Ghumao
G2
Concept Generation
Customer Need Product Requirement
Single Source of info. on
• places of interest
• modes of travel
• traveler feedback
•Handling database on places/ activities/
locations
• Ability to record and collate feedback
Ease of use
• Clear presentation of information
• Info. on navigating between points
• Sense of location
• Visual map
• Recos & reviews by users
•Reliability of Information
•Variety and magnitude of information
• Internet-based application
• Auto-update of information
•User Fatigue
•Need for exciting features
•Need to be incentivized
•Revolutionary Kunal, Utility services
•Store discounts, Certifications by Brands