Directi Case Study Contest - Singles 360 by Team Awesome

2. What’s wrong with current dating sites?
Everything

3. Dating sites have got it all wrong
Problems with People lie about their age, looks or incomes
dating sites
Users, particularly women, are apprehensive
and vulnerable about meeting someone
unknown
Too many questions to answer. Does that
even help?
Will you trust a complex algorithm to find a
match for you?
Too many men. Too few women.

4. More importantly, Dating is about
going out there and meeting people

5. We conducted an online survey and our
Tedious
Registration
hunch was validated. We got the following
Process
0%
4 major inferences
Security
Concerns Information
No value 17% Authenticity
percieved in Concerns 1. Biggest concern is information
output Concerns
9% 39% authenticity. This is a concern irrespective of
the sex of the user.
Dating
Aversion 2. The next biggest concern is the existing sex
22% ratio. This is a bigger concern among males
Sex Ratio (24%) as compared to females(13%)
Concerns
13% 3. People largely prefer to meet a potential
partner in person. Online is a choice that
most people avoid.
91% of the respondent said
they would like to meet in
person rather than online
4. Despite a large majority opting for a “No”
when asked if they wanted a dating app that
assisted them in the dating process, the
number of people saying “Yes” (36%)
indicate that there is some feasible market.
We expect that as the popularity of the
service grows, people will opt for it.
Details of the survey are given as backup slides

6. Users think questionnaires are useless
• A large number of people feel
that those questions are
The questionnaires
do not help at all unnecessary and are not useful
30% when the ideal partner is
Have never done
predicted by the website.
it!
4% • Another strong reason why
people avoid this is that the
questionnaires are too lengthy.
The questionnaires
Never filled are too lengthy but • People will prefer shorter ones
i will fill them up with stronger algorithms that
44%
anyway can provide suitable partners.
11%
Those
questionnaire
The questionnaires quesitons really
are too lengthy and I help in matching
dont want to fill them me up with a
up proper partner
7%
4%

7. Simply dating

10. Targeted Platforms
Web Browsers Smartphones
All modern browsers with support App will be launched in the
for HTML5 and CSS3 following order of priority:
 Blackberry & Nokia (Ovi)
Rationale for prioritizing BB over Android &  Android & HTML5
iPhone is simply that there are way more BB  iPhone
users than Android or iPhone. That being
said, Android and iPhone users are more  Windows Phone 7
active users of mobile apps
(http://bit.ly/sqQ5Yw)
 Palm
The HTML5 app will cater to all
other platforms and will have a
limited feature set.
Singles360

11. Fast and easy

12. Fast, easy, hassle free account creation
No questions asked
Will not require the user to answer tens of personal
question to make a profile. That only turns off users and
most give up after a few questions
Keeping it real
The account creation process will require the user to
authenticate with their Facebook account. That will
deter creation of fake profiles. This is a solution to
Inference #1 from our survey
Pull data from Facebook
Singles360 will automatically pull information about
what the user likes (movies, TV shows, music etc) from
their Facebook profile. The user will only be asked to
manually enter information whenever such information
cannot be obtained from the user profile (eg. favourite
cuisines or drinks).
Singles360

13. Fast, easy, hassle free account creation
Men have to pay
Male users will have to pay a monthly fee of Rs 49 to
use service after the first month of free service. This is
done to keep away frivolous users and ensure
responsible usage. This is answer to Inference #2
Foursquare Integration
With Foursqaure integration, users check-ins will also
be propagated to their Foursquare account (optional)
Singles360

14. Dating is easy
Find singles around you
GPS & Check-ins help you locate singles around you
Get introduced
Send an intro request
Start a conversation
Get profile aware conversation ideas
Plan a date
Helps you find the ideal venue for a date
Singles360

15. Simply Dating In 4 easy steps
Singles360

16. Singles360

18. Location based search
It’s all about location
Users aren’t interested in singles 3000 km away.
Check-ins and GPS lets you see who’s around.
You’ve to meet people
Online chatting in not dating. Period. (Inference #3
from our survey)
We help you decide
Dating Analytics assists you and helps you decide.
Because Singles 360 knows the likes and dislikes of you
and every other single around. Dating Analytics uses
this data to rank the singles in order of compatibility
Singles360

19. Location based search
Algorithms must know their limits
There is only so much an algorithm can do. Real
compatibility is determined when people interact.
Therefore, our algorithms will be simple and rate users
on some basic parameters (movies, books, music, TV
shows etc) only.
No bias please
Singles 360 allows the user to limit search results only
on the basis of age, sex, certain physical
features, education and employment. It does not allow
discrimination on the basis of caste, religion, language
or region. We do not want to be an accessory in such
forms of discrimination. Besides, it’s a dating app not a
marriage app.
Singles360

20. Singles360

21. Request an Intro
The cure for ‘approach phobia’
Many relations never took off because someone was
afraid to approach. Singles360 takes care of that
Less intrusive
Directly walking up to someone without notice may
not always be a good idea. Request an intro first.
Continue the conversation on Chat
Once a user has accepted another user’s
introduction request, the two users can continue
interacting through Singles360 Chat
Singles360

22. Singles360

23. Make an approach
Knowledge is power
What does he/she like? Does he hate Chetan Bhagat? Does
she like Justin Bieber? Singles360 is your Wingman.
Conversation starters
Did he recently read Walter Isaacson’s bio on Steve Jobs? Did
she watch Black Swan recently? Is she a fan of Big Bang
Theory? Singles360 will give you talking points and profile
aware conversation ideas by talking points about movies and
TV shows from IMDB, book reviews from Amazon and also
Wikipedia for any other information
Singles360

24. Singles360

25. Make further plans
Find places to go
Great, so you guys hit off like a house on fire. How
about going for a dinner together? May be watch a
movie together or go on a trip.
Dating Analytics
This is where Dating Analytics saves your day. Based
on your partner’s dating history and likes and dislikes it
will help you choose a movie, restaurant or even a gift.
Never forget those dates
Is it her birthday next week? Is Valentine’s Day around?
Now you will never forget a date. And it also helps you
decide what to do on that day.
Singles360

26. With Singles360 the user can plan
a date without leaving the app.
Singles360 integrates with
Zomato and Burrp API to
locate nearest
restaurants, disco, bars and Find the nearest most happening
pubs. discotheque in town
Bookmyshow integration Buy tickets for a
allows the user to search and movie/show/play that
buy tickets for movies, shows suites his/her tastes and
and sports and book tickets . may be yours too. Book a flight , train or bus.
Arrange a weekend getaway
Google Local Search API will
also be used when
Zomato, Burrp and Book a hotel
Bookmyshow cannot provide
info
Locate the nearest restaurant
Similarly, Makemytrip or coffee shop based on food
integration for Trains, Flights she/he likes
and Hotels and Redbus for Find the nearest Pub
booking buses.
Singles360

27. We do the number crunching
You make an impression

28. Dating Analytics
Singles360 knows his/her likes and dislikes
food, movies, books, music, places, TV helps you plan better by giving useful
shows, bands, celebs suggestions
Singles360 also knows his/her dating history
it can suggest dos and don’ts suggest dos that are more likely to succeed.
As an example, if Dating Analytics find that the guys who
took your current date to Justin Bieber concerts (or Sci-Fi
movies or Sushi restaurants) did not last long, it will give
you a warning. Dating Analytics addresses the
opportunity we identified in
Similarly, if her relationship lasted with a guy who took her Inference #4
to romantic comedies or George Clooney movies, then
Dating Analytics will also point that out
Of course it can only works well if the user has used Singles We take the guessing out of dating
360 to find and date many individuals making sure you never go wrong
Singles360

29. Dating Analytics at work

30. Avoid your Exes
Mutual Invisibility
Once a user classifies another as an ‘ex’, they will become
mutually invisible to one another and will never turn up on
search results
Avoid run in
An user can, optionally, while planning a date, choose to
hide listing of all venue (like restaurant, movies etc) where
an ex may be or is present. Of course, this assumes that the
exes too will be using this app for planning dates and
therefore the app know where the exes are and will be.
This feature will however not disclose which app is/will be
at which location or which locations are being
withheld, else this feature could be used for stalking.
Singles360

31. Privacy Issues
Anti bugging features
Once a user (say A) says no to another user’s (say B)
introduction request, user A will be automatically
prompted to enable ‘Anti-bugging’ feature and thereby
prevent user B from knowing the location or sending
another intro request for a duration of 30 days.
Report Abuse
If User A reports abuse on User B, User B will be
automatically blocked indefinitely from knowing User A’s
location or sending an Intro Request
Your dating history is safe
Singles 360 does not share a user’s dating history like who
and how many the users dated etc. All that information is
private. Singles360 only crunches that data internally to make
suggestions
Singles360

32. 2 most important features
Dating Analytics In App Date Planning
Why? Because no app does this. It’s simply about convenience, Dating
Analytics does the suggestions, and
Right from selecting the right Singles 360 lets you act on those
date, to giving conversation ideas to suggestions right from the app.
suggesting things your date may like
or dislike, Dating Analytics is with you So if Dating Analytics says that your date
at all steps of dating. It’s your 24x7 like mushy romantic movies, Singles 360
Wingman and we believe it will a key will be able to locate the nearest
differentiator for our service. multiplex showing any romantic and you
can buy 2 tickets without leaving the app.
And if you date like Mexican
Besides, as Dating Analytics collects cuisines, Dating Analytics will show you
more data and learns more about the the nearest Mexican restaurants in order
users, it will be able to give better of popularity and cost.
suggestions thereby increasing our Even users who did not use this app to
competitive advantage. find dates will be compelled to use this app
for planning dates.
Singles360

34. Organization Chart
Ameya
Kamat (CEO)
Nehul Anirban Das
Sandip Dev
Malhotra
(CTO) (CMO)
(CFO)
Nehul Malhotra Anirban Das (CMO)
Ameya Kamat (CEO) Sandip Dev (CTO)
(CMO)
• Marketing topper of
• 2 year work-ex at • Chairperson of the • Stellar Academic
campus
Texas Instruments ACM Chapter at NIT Record
Surat • Work experience of
• 2 month consulting • 2 months
3 years with
experience • Internship with Sun experience in
Microsoft
• Has taken multiple Microsystems India Investment Banking
Engineering Centre • Investment Banking
leadership positions • Insititute Rank 5 at
internship of 2
• Shortlisted for IIMA
months
prestigious Aditya • Has authored an
• Part of most
Birla Scholarship at international book
number of
IIMA on Micocontrollers
extracurricular clubs
and societies at
IIMA.

35. Let’s get some users

36. New Way Core Theme
A new way to A new way to A new way to Expressions
watch TV protest be a rock star For Build up
Singles 360: A new way to Date At Launch
Singles360

37. Marketing Rollout
Medium Phase 1 Phase 2 Phase 3
Print
Billboards
TV
Radio
Online
Social Media
PR
Events
Mobile
New Media
Phase 1 : Pre-Launch to 1 month post launch
Phase 2 : Up to 6 months after launch
Phase 3 : After 6 months of launch Singles360

38. Print
Advertise in supplement pages of main newspapers such as Mumbai
Times, Ahmedabad Times, HT Café etc.
Important just after launch to create high decibel level.
235 sq cm insert 5 times a month every Friday in following cities:
City Circulation Rate of insert for given period
Mumbai 736,430 Rs. 2325
Delhi 1,047,984 Rs. 1815
Bangalore 459,058 Rs. 1305
Chandigarh 85,000 Rs. 180
Chennai 255,000 Rs. 760
Goa 50,000 Rs. 55
Hyderabad 224,336 Rs. 500
Jaipur 73,864 Rs. 165
Kolkata 393,587 Rs. 705
Ahmedabad 189,625 Rs. 255

39. Sample Print Ad
A new way to be a rock star
A new way to protest
Singles360 A new way to watch TV
A new way to date!
Singles360

40. Billboards
Great way to capture eyeballs especially at busy traffic junctions.
Should be used to reinforce message after launch.
Witty billboard advertisement at all major junctions at major tier 1 and tier
2 cities
In the past, companies like Makemytrip have used Billboard
advertisements to drive usage aggressively.
Singles360

41. TV Radio
TV advertising is quite expensive but Radio hosts most of the blind dating
embedded advertising could be used shows in India.
with youth targeted shows such as It presents the perfect sponsorship
MTV Roadies and Splitsvilla opportunity as the listeners match
Cost of partnership can be our target profile perfectly.
subsidized by the novelty of the
service we offer.
Example: Roadies using it as part of
a task or a blind date on Splitsvilla
Singles360

42. Online
Use Google Adsense to target ads based on geography as well as search
queries.
Advertise on Facebook
Use Search Engine Optimization techniques to ensure our website is
among top 5 results for Dating sites in India.
Advertise on websites where music can be downloaded, BookMyShow,
Espnstar etc.
Use Google trends data on weekly basis to change ad targeting.
Singles360

43. Social Media
Prompt user to post customizable “Check-in” status update on
Facebook and Foursqaure when they check-in through the app at a place.
Also users can automatically post status updates if they find a date
through the app, when the date accepts an ‘Intro request’
Use Facebook and Twitter pages as customer service channels.
Innovate by having these as the only ways to service customers.
Will also result in huge savings since no call center will be required.
Singles360

44. Public Relations
Publish success stories of couples who have met through Singles360 on the
Singles360 blog
Publish success stories of small businesses who have benefitted through
increased traffic.
Testimonials of users as well as businesses.
Use media coverage to maximum advantage which will usually follow
after launch of such an innovative and slightly controversial product.
Singles360

45. Events
Organize singles only parties across major cities on Valentine’s Day,
Friendship Day and New Year’s Eve: This will provide a place where users
can actually use our app and discover its value and thereby increase
adoption of our app.
Tie up with select 24th and 31st parties and advertise our app so that
potential users can download it there and then and find singles around
them.
Events at non engineering colleges which have a better gender ratio 
followed by events at engineering colleges. Cultural fests an ideal time to
conduct events.
Singles360

46. Mobile
Explore co-branding opportunities with youth targeted smart phones
such as Samsung Galaxy Y.
Preload Singles360 on these phones when they ship.
SMS based alerts can also be used for users who create profiles.
Singles360

47. New Media
Aerial advertising has hardly ever been used in India.
Singles360 can use airplane banner ads during an event such as an IPL
match or music concert.
Airport kiosks for tourists visiting India or Indians looking for friends
abroad.
Using BEST bus panels in cities such as Mumbai, Metro side panels in
Delhi etc.
Singles360

48. Ultimately, We have to earn!!!!!!!!!!!

49. Subscription fees
No fees charged from any subscriber for first six month of usage
After six months, we would charge a differential half yearly fee from
male and female subscribers
• Half yearly fees from males = Rs. 100 if no. of male subscribers > no. of female subscribers
at the beginning of every half year, otherwise nil.
• Half yearly fees from females = Rs. 100 if no. of female subscribers > no. of male
subscribers at the beginning of every half year, otherwise nil.
Our main purpose is to ensure equal presence of males and females on
our app which has been uncommon in Indian history of dating sites
Singles360

50. Targeted Ads and Deals
Based on the results of dating analytics engine, we
would be providing customer with targeted deals
• Discount and other types of structured deals on
Concerts, Shows, Gift items, etc
• We would only charge Rs. 20 or 1% actual price from
vendors, whichever is lesser.
• Requires tie-up with different vendors and an agreement on the
above mentioned pay structure.
• We can negotiate for our payment over and above the discount
an end customer gets by our ability to increase the volumes.
Targeted Ads based on customer profile
• We would charge Rs. 180 per 1000 views and Rs. 500 per 1000
clicks
Singles360

51. Value added services
Tie-ups with e-booking sites to use their APIs for
booking through our app
• Movie tickets
• Sports events tickets
• Other concerts tickets
• Flight tickets
• Train tickets
E-booking sites normally receive 5% commission on an
average
• We would look for 1% out of their 5% commission (20% share)
Singles360

52. “ Kids, I met your mother
through Singles360
“
- Ted Mosby

53. Slides about the survey we conducted. Full responses are available in
the Excel Sheet
Singles360

54. Market Survey Results
Singles360

55. Q. Demographics (Age and Sex)
20
26 19 4%
25
4% 5%
7% 21
11% Female
24 38%
22% 22
9%
Male
62%
23
38%
• A fairly even distribution of males and females.
• All the respondents are the target age group (19-26). Since
this survey was an online one, the appropriate segment has
been targeted.
Singles360

56. Q. Reasons for aversion from dating
websites
• People enter incorrect information. They lie about age
and looks or income.
• The sex ratio is too skewed. There are too many men.
• I am not at all into dating and i believe the internet is a
useless medium to meet people.
• I don’t trust the alternatives that the dating website
suggests. I feel vulnerable when i enroll on a dating
website.
• I feel that my security has been compromised upon
The websites ask too many questions. I get bored when
filling out the form.
Singles360

57. Q. Reasons for aversion from dating websites
Tedious
Registration
Process
5% Security
Concerns
No value 13% Information
percieved in Authenticity
output Concerns
5% Concerns
37%
Dating Aversion
20%
Sex Ratio
Concerns
20% Tedious
Registration
Security Tedious Process
Concerns Registratio Security 0%
10% n Process Concerns Information
7% No value 17% Authenticity
No value Informatio
percieved in Concerns
percieved n
output Concerns
in output Authentici
9% 39%
2% ty
Concerns
Dating Concerns Dating
Aversion 37% Aversion
20% 22%
Sex Ratio
Sex Ratio
Concerns
Concerns
24%
13%
Males Females

58. Inferences
• Biggest concern is information authenticity.
This is a concern irrespective of the sex of the
user.
• The next biggest concern is the existing sex
ratio. This is a bigger concern among males
(24%) as compared to females(13%)
Singles360

59. Q. Places where you would like to meet your date
• In person (91 %)
• Online (4.5%)
• I don’t believe in dating (4.5%)
Q. Do you feel the need for a service that can assist you
on your dates?
• Yes (34%)
• No (66%)
Singles360

60. Inferences
• People largely prefer to meet a potential
partner in person. Online is a choice that most
people avoid.
• Despite a large majority opting for a “No”
when asked for assistance, the no. of people
saying “Yes” indicate that there is some
feasible market. We expect that as the
popularity of the service grows, people will
opt for it.
Singles360

61. Q. Opinion on the questionnaires that
dating websites as for
Have never done
The it!
questionnaires 4%
do not help at all
Never filled 30%
44%
The
questionnaires
are too lengthy
but i will fill them
up anyway
11%
The Those
questionnaires questionnaire
are too lengthy quesitons really
and I dont want help in matching
to fill them up me up with a
7% proper partner
4%
Singles360

62. Inferences
• A large number of people feel that those
questions are unnecessary and are not useful
when the ideal partner is predicted by the
website.
• Another strong reason why people avoid this
is that the questionnaires are too lengthy.
• People will prefer shorter ones with stronger
algorithms that can provide suitable partners.
Singles360

63. Q. What interests of the opposite person would you like
to know before approaching the person?
Community & Hobbies
Religion 4%
10% Salary
1%
Interests in
Books
Interest in
24%
music
1%
Region to Interest in
which the Education Movies and TV
person belongs 28% Series
to 20%
12%
Singles360