Learnings from the Track
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Slide deck from my talk of the same name delivered to the participants of the Global Executive MBA of Rottman School at IMI, New Delhi on Oct 21, 2010. The backdrop of the work was our set of learnings from the BabyCenter India project
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Learnings from the Track
- 2. BabyCenter in India
- 3. Tough task
- 5. Daniel Pink
- 6. 4 Word
- 8. What is BabyCenter? 1 2 3
- 9. I will Listen 1 2 3
- 10. The Learnings 1 2 3
- 11. Elevator Speech What is BabyCenter? BabyCenter is the leading website that nurtures new and expectant moms. We help moms gather the confidence they need to be truly great parents. Moms come to us to learn from experts on pregnancy and parenting, connect and share with other parents, and shop in our online store. Moms tell us that they are constantly amazed by how remarkably “right” we are about their needs and experience, and by the way we combine expert information with real-life-tested mom advice. © BabyCenter LLC. Confidential. All rights reserved.
- 13. How does it all add up?
- 14. Publisher
- 16. Faceless
- 17. Where does she live? Population 8% 8 Metro >5 mn 5% 19 Cities 1 - 5 mn Urban 30% 70 mn HH 10% 396 Towns 0.1 - 1 mn 7% 4,738 Peri Urban 10k-0.1 mn 164 mn HH Rural 70% !"# 6,38,365 villages < 10,000 Source : Census Projections 2010
- 18. 70% India live in villages
- 19. 65% will continue to live in villages
- 20. Healthcare Professional Religious Institutions NGOs/SHGs Family & Media (Radio Friends & TV) Public Healthcare Schools System Pharmacy
- 21. Internet Pharmacy Mass Media Family & Mobile Friends Medical Institutions Schools Medical Professional
- 22. By the time we nish...
- 23. 38,000
- 25. Vast Library of Information
- 26. Vast Library of Information Defined Customer
- 27. Vast Library of Information Defined Customer A New Channel
- 29. Open Your Idea Boxes
- 30. Let Me Take You Back
- 31. Where does she live? Population 8% 8 Metro >5 mn 5% 19 Cities 1 - 5 mn Urban 30% 70 mn HH 10% 396 Towns 0.1 - 1 mn 7% 4,738 Peri Urban 10k-0.1 mn 164 mn HH Rural 70% !"# 6,38,365 villages < 10,000 Source : Census Projections 2010
- 32. Metropolitan India 8% 8 Metro 5% 19 Cities 10% 396 Towns 7% 4,738 Peri Urban !"# 6,38,365 villages Source : Census Projections 2010
- 33. Metropolitan India Population 8% 8 Metro >5 mn INDIA I 5% 19 Cities 1 - 5 mn • Capability to finance its healthcare Urban 30% 70 mn HH needs 10% 396 Towns 0.1 - 1 mn • Access to insurance • Serviced by organized private 4,738 Peri Urban 7% 10k-0.1 mn sector 164 mn HH Rural 70% !"# 6,38,365 villages < 10,000 Source : Census Projections 2010
- 34. Rur-ban India 8% 8 Metro 5% 19 Cities 10% 396 Towns 7% 4,738 Peri Urban !"# 6,38,365 villages Source : Census Projections 2010
- 35. Rur-ban India INDIA II 8% 8 Metro • Under-serviced Market • Limited initiatives by government 5% 19 Cities • Limited presence of organized private healthcare delivery 10% 396 Towns • Information Services gap • Consumers willing to pay 4,738 Peri Urban 7% !"# 6,38,365 villages Source : Census Projections 2010
- 36. Rural India 8% 8 Metro 5% 19 Cities 10% 396 Towns 7% 4,738 Peri Urban !"# 6,38,365 villages Source : Census Projections 2010
- 37. Rural India 8% 8 Metro INDIA III 5% 19 Cities • Bottom of the pyramid market • Public healthcare system396 Towns 10% addresses the healthcare needs of this section 4,738 Peri Urban 7% !"# 6,38,365 villages Source : Census Projections 2010
- 38. Different Go-To-Market Strategy
- 39. Different Go-To-Market Strategy But...
- 41. Gender Inclusive
- 43. ...differently INFRASTRUCTURE PARTNER CUSTOMER CUSTOMER NETWORK RELATIONSHIP OFFER CORE TARGET CAPABILITIES portrays the network of explains the CUSTOMER cooperative relationships a agreements with other VALUE company establishes companies with its customers outlines the capabilities PROPOSITION describes the required to run a customers a company company's business wants to offer value to model VALUE gives an overall view of DISTRIBUTION CONFIGURATION a company's bundle of CHANNEL products and services describes the describes the channels arrangement of to communicate and get activities and resources in touch with customers sums up the monetary describes the revenue consequences to run a COST FINANCE REVENUE streams through which business model STRUCTURE STREAMS money is earned