By:

Hardeep Pathak
Ayush Agrawal
Chetan Sabadra
Govind Gopinath
Gaurav Sharma
Gaurav Singh
Hemanth
1 What is the product?
A youth magazine in competition with JAM Magazine. It shall be a monthly magazine initially. There isn’t
a single youth magazine in India which covers all the aspects related to youth. JAM Magazine covers all
the major aspects but there are quite a few things in which it falls back, like reach in all the parts of
India. Mr. Yatin Bansal, the co-founder & CEO of JAM Magazine says, “We have a very good reach in
Mumbai, Pune, Goa, North east of India, Bangalore & Delhi with a modest presence in various other
cities.” In the last 15 years, being the single market leader, it could not exploit the market. So, we
believe, if rolled out with proper strategies, we can easily surpass the readership of JAM Magazine in
less than 2 years.
SOURCE: Interview with Mr. Yatin Bansal

2 Detail about competitor’s product.

The magazine was started in 1995 by Yatin Bansal and Rashmi Bansal in Mumbai. Rashmi Bansal in an
IIM-A Alumnus of 1991 batch and an established author. She has authored bestselling books like STAY
HUNGRY STAY FOOLISH, CONNECT THE DOTS, etc. It is a fortnightly magazine with a readership of
around 60000, according to Mr. Yatin Bansal. It covers almost all the aspects related to youth right from
career counseling to gaming, music, movies, food, rock, contest, humor, sports, etc.
SOURCE: www.jammag.com & Interview with Mr. Yatin Bansal

3 What will give us an edge towards our competitor?

1. Social Angle, Tie up with COLLEGE UNSTOPPABLE, an NGO.
2. Covering youth aspects which JAM Magazine does not cover like B-school buzz, counseling for
10th-12th students, events of all the major colleges, etc.
3. We shall have a student representative for our magazine in each college. This will guarantee
sales in all these colleges.
4. 1st pagalguy like forum in print media.
5. A panel of top professors from top colleges with whom the students can directly interact. A
panel of top CEOs from across the country with whom normal public can interact. A panel of
youth icons to be invited as guest editors.

4. How would the partnership deed look like?

1. Registered Office
2. Capital Contribution by all the partners.
3. Liability of Partners.
4. Number Of Partners
5. Fiscal Year
6. Remuneration
7. Share in Net Profits
8. Maintenance of Book of records
9. Office Staff
10. Bank Accounts
 11. Borrowings
12. Intellectual Property Rights
13. General Obligation
14. Resolution
15. Amendments
16. Governing Law and jurisdiction
17. Arbitration
18. Registration
Source: Interview with Afazullah Khan, Advocate, Chennai High Court.

5 How would the partnership firm be registered?

GOVERNMENT OF GUJRAT REGISTRATION DEPARTMENT

Acknowledgement of Registration form prescribed by section 58(1) of the Indian Partnership Act – 1932

Source: Interview with Afazullah Khan, Advocate, Chennai High Court.

6. Estimated Sales. Shown in the excel sheet attached.

7. Expected Revenue. Shown in the excel sheet attached.
8. Operation Cost. Shown in the excel sheet attached.
9. Initial Capital. Shown in the excel sheet attached.

10 What the Social Angle of the magazine would be?

We’ve tied up with an organization called College Unstoppable. College Unstoppable is a platform where
all the colleges of India will come together to create India's first Kindness Revolution and spread
compassion by organizing kindness events. College Unstoppable will lead to creation of national brigade
of young people involved in social and kindness activities. This will lead to create social leaders and
responsible citizens who will make India take the Big Leap in its growth and development.

College Unstoppable with operations in around 50 colleges in 5 cities namely Ahmedabad, Anand,
Baroda, Gandhinagar and Mumbai has very good presence in all the major colleges of western India,
including IIM-A, MICA, CEPT, Narsi Monji, Mithibai, NID, BJ Medical, LD College of Engineering, etc. We
plan to cover the kindness activities of all these colleges every month. This will lead us to a direct entry
in all these colleges. We shall sign an MoU with College Unstoppable.

This shall also provide us with an edge as we shall be portraying ourselves as a SOCIALLY RESPONSIBLE
MAGAZINE.
SOURCE: www.collegeunstoppable.org & Interview with Nehaal Kinariwala, National Head of
College Unstoppable.

11 Where would the Head Office be?

Head Office: Ahmedabad

Major Advantages:

1. Our main target area is Gujarat and Mumbai at the initial stage.
2. As we’re going to tie up with “College Unstoppable” which is spread across 50 colleges of
Ahmedabad, Mumbai and few other districts of Gujarat.
3. Ahmedabad is one of the cheapest mega cities of India in terms of Land and resources.
4. Transportation easily connected to all the major cities of India via Road, Railways and Airways.
5. No major competitor in Gujarat.

12 What are the expansion plans like?

1. Regions of expansion - Delhi, NCR

Reasons - large no. of b-schools to tap

THIS REGION WILL SATURAATE IN 1 YEARS TIME - WILL BE MORE OF CONSOLIDATION WORK
HERE

2. Offices converted to own furnished offices

3. Own a publication house as well - Get due licenses

4. Simultaneous market surveys to be carried out in other parts of India as well to enable faster
expansion.

5. Try reaching international schools as well through partners of b-schools and exchange students

6. Create an online version of the magazine - Save paper

13 What would be the content of the magazine?

Contents of Magazine Pages

Editorial 2

Content 1

Youth Initiatives, CU 5

Humour 2

Rock 2

Leader Speaks 2
Science and Technology 2

Career Counseling + Jobs 2

Corporate 2

Environment 2

Health 2

Case Study 1

Quizzes + Puzzles 2

Entertainment + Glamour 2

Sports 2

My views 2

Birthday wishes 1

Advertisements 6

Sources: Library (The Analyst, Sarita, Down to Earth, India Today, Digital Learning)
Jam Magazine
www.jammag.com

14 What would be the major pointers in Promotions & Strategy?

 Free Soft Copies for 1 month
 Website Development
 Tie up with College Unstoppable
 Social Angle
 Advertising (Poster in Colleges, Hoardings)
 One Magazine representative in all colleges
 Bulk Deals for College
 Panel of CEOs
 Panel of Professors
 Guest Editor (Youth Celebrities)
 BPOs (Career Counseling, Job opportunities)
 Counseling for 10th-12th students
 Social networking on website
 Blogs for all the colleges on website
Sources: Library (Advertising Express)
15 How would the website look like?

Web design uses a framework based on digital code and display technology to construct and
maintain an environment to distribute information in multiple formats.

The basic aspects of web sites design are:

 The content: The substance and information on the site will be relevant to the site and
will target the area of the public that the website is concerned with.
 The usability: The site will be user-friendly, with the interface and navigation simple and
reliable.
 The appearance: The graphics and text include a single style that flows throughout, to
show consistency. The style is professional, appealing and relevant.
 The visibility: The site must also be easy to find via most, if not all, major search engines
and advertisement media.
A web site typically consists of text and images. The first page of a web site is known as
the Home page or Index. Home page includes a welcome message, language or region
selection, or disclaimer. Each web page within a web site is an HTML file which has its own URL.
After each web page is created, they are typically linked together using a navigation menu
composed of hyperlinks. For web designing, a webmaster is to be outsourced (Anoop Yadav
owner of www.intelizen.com ).

Once a web site is completed, it must be published or uploaded in order to be viewable to the
public over the internet. This may be done using an FTP client. Once published, the web
master may use a variety of techniques to increase the traffic, or hits, that the web site
receives. This may include submitting the web site to a search engine such as Google, Yahoo or
Bing, exchanging links with other web sites, creating affiliations with similar web sites, etc.

Homepage will be submitted to www.google.com/addurl.html and it will get updated on

Google index.
Contents:

Campus: Anecdotes, Fest reports, college plus

Career: Exam notifications, MBA, engineering, medical, queries

Music: Music reviews, Music videos

Movies: Reviews, wallpapers

Food/Recipes: New recipes,

Quiz/Sudoku/contest: Biz/sports/GK.

Youth Club: Free joining, post comments, information, chat

Sports: all sports

Special: CEO/Professor’s interviews

Business news

Fun: jokes/shayari

Ads: colleges, coaching centers, products, magazines, social networking sites

Blogs for all the colleges. There would be a blogging competition for all the colleges.

Social networking.

Sources:

www.jammag.com

www.techcrunch.com

www.2createwebsite.com

www.googleguide.com/google_works.html

http://en.wikipedia.org/wiki/Web_design

http://en.wikipedia.org/wiki/Web_development

Interview with Anoop Yadav, Owner of intellizen.com

Library (Internet marketing and e-commerce by Hanson Kalyanam)

16 How would the Memorandum of Understanding (MoU) between College Unstoppable and Cheers
Publications look like?

Sub.: Tie up between Cheers Publications and College Unstoppable.

Both the parties hereby undertake to agree in principle on the broad terms and deliverables of
the tie up.

College Unstoppable (CU henceforth) Deliverables:

  CU shall provide access to all the colleges associated with it. CU shall help in distribution
of the magazine in all the colleges.
 CU shall nominate one college representative from each college for Cheers Publications
(CP henceforth).
 CU shall provide 2 members who shall coordinate with CP for providing details and
reports of the events undertaken under CU in all the colleges.

Cheers Publications Deliverables:

 CP shall promote CU by providing atleast 5 pages of coverage in all the issues.
 CP shall provide advertising space (1/4th of the middle page) in all the issues of the
magazine.
 The magazine would carry a tagline, ‘supported by College Unstoppable’ on the front
page.

For Cheers Publications, For College Unstoppable,

Ayush Agrawal, Hardeep Pathak,

Partner, Founder & National Head,
Cheers Publications. College Unstoppable.

17 How would the organization hierarchy be?

18 Interview with Ms. Rashmi Bansal.
When asked if Jam Magazine provides any bulk deals for colleges, Ms. Rashmi Bansal said, “The normal
rate of Jam Magazine is 10 Rs. But we don’t mind giving it at even 6 Rs. if we’re able to cover our total
cost per magazine which includes the cost of printing, paper, fixed costs, etc.”

19 Interview with Mr. Yatin Bansal.

When asked about the printing cost, printing press cost and paper cost, Mr. Yatin Bansal said, “The
printing press cost varies from 50Lacs to 50Crores. It depends on what are the requirements. Currently
JAM Magazine makes use of NIKEDA Printing Press. The printing cost again varies according to the
number of copies printed. Instead of 1 ton, even if we print 10 tons of paper, the cost will only go down
by 5-10%. But the paper cost has very high variation. Instead of 1 ton, if we purchase 10 tons of paper,
the cost may go down to as much as 30%.”

20 Interview with Ronak Modi, a student and regular JAM reader.

Q. Why do you read JAM Magazine?

A. Well, as the magazine is based on youth, it satisfies my apetite for entertainment news. It's not
expensive, consists of good articles, the movie reviews are great and also provides various campus
news.

Q. What more do you want in a youth based magazine?

A. JAM does succeed in satisfying the needs for entertainment but it could be even more interesting if
there is a social angle attached to it. May be, a section can be given to educational and social activities.
It would help in catering to a wider audience and besides entertaining it will also educate the
youngsters.