Submitted To:

Prof. Bikramjit Rish

meetmate

Submitted By:

Srikanth Kumar
Konduri 10FN-109
Sanyam Aggarwal
10FN-100
Sidhi Agarwal 10FN107
Varun Joshi10FN-117

relish every moment

Vishnu10DM-179

meetmate is not just another dating website, it is a confluence of various opportunities that

one can enjoy with their date mate. The motto is to make dating a socially acceptable feel
good phenomenon.
Internet Marketing Project

Key Trends Internet Usage

51 million active internet users in India

2/3rd households have multiple users in
them
97% are regular users and 79% use
daily
Listening to music, cinema & gaming
are biggest hobbies
19-40 years age groupconstitutes
nearly85%among Internet users
Mumbai has the max number of
internet users (3.24 million)followed by
Delhi (2.66 million)
10 cities has 37% of the total no. of
Internet usersin India
There is estimated 15 million online
dating users in India
100% Correlation in use of internet
and social networking sites
The dating industry is expected to top
$1.049 billion & likely to grow at 10%
10 % of members pay for the dating service
and stay for less than 3 months

Key Trends Internet Penetration

USERS OF FACEBOOK

YEAR

Users

%
Penetratio
n

2001

7,000,000

0.7 %

2002

16,500,000

1.6 %

2003

22,500,000

2.1 %

2004

39,200,000

3.6 %

2005

50,600,000

4.5 %

2006

40,000,000

3.6 %

2007

42,000,000

3.7 %

2009

81,000,000

7.0 %

2010

100,000,000

8.5 %

Chennai
Bangalore
Surat
Nagpur
Ahmedabad
Calcutta
Pune
Hyderabad
Delhi
Mumbai

1214100
1526080

Source: http://www.datingsitesreviews.com

ONLINE USAGE SCENARIO (KEY TRENDS )

191420
273240
350760
585050
830260
1180720
1566500

367250
0

2000000

4000000

DECODING CUSTOMERS MIND- (NEEDS | BEHAVIOUR)

CONSUMER

BEFORE
JOINING

ANALYSIS

NEED
DESIRE

Number of members
features

Confused and
suspicious
Dropped Users

Usefulness

AFTER
JOINING

Connection, relationships, engagement and meaningfulness

Current State

Aesthetics and

Membership fee
Service and

Security, Privacy, Low price, large number of members

Desired State
Engaged User

meetmate

Repeat Visits

Security

INTERNAL FACTORS
Knowledge of the online

EXTERNAL FACTORS

Best Deal

dating

Reference Groups : friends, peers

Available

Experience with ONLINE

Culture/Subculture

Offline Assistance

DATING

Word Of Mouth

Easy Navigation

Involvement & personality of

Website branding and promotion

person
Engaging features
Attracting customers by good aesthetics, low cost and number of users

After joining the dating site task is more crucial engaging and retention of customer

Source of information for getting critical mass as well as retention can be:
- Internal (perception and experiences)
- External (reference groups, marketing communications)

COMPETITORS ASSESSMENT - (SUMMARY)

Features that meetmate
will provide

Features that
customer
values
Security

Limited to
online

Limited to
online

Limited to
online

Not
present

Mobile & Offline verification

Trustworthines
s

Not
present

Not
present

Not present

Not
present

Money back guarantee

Engaging
Features

Limited

Not
present

Not present

Limited

Innovative features

Customer
Service

Not
present

Not
present

Not present

Not
present

Feedback, helpline number

Transparency
in numbers

Limited

Limited

Not present

Not
present

Actual number of users in

outer, middle and inner circle

Better offline
experience

Not
present

Not
present

Not present

Not
present

Virtual date, social,

adventure, customised dates

Extra Charges

Not
present

Not
present

Not present

Not
present

2 types of payment
** explained in revenue

PROPOSED FEATURES - (TIMELINE | RATIONALE)

SE
CU

RI
T

PRIVACY

Which one shall I join???

STAGE 1 GRAB ATTENTION
NEED

IS
FO TH
R IS
ME
!

STAGES BEFORE
JONING
development
priority based on 4
stages of
STAGE 2
consumption
COMPREHENSION/EVALUATION

FEATURE

NEED

Where will I find maximum

members?
I want a site that looks cool ,
easy use
Why not get some additional
benefits!
My friends suggested it

Real time user stats

Is this secure?

Level wise security

One step login, innovative

design
Sales and discounts for
users
Search for friends

What about my
privacy?
Is it for me?

Free to join and try?

Free membership &

QUICKPICKUS
Comparison Chart

Lots of time waste!

Really why should I
join?

Special privacy
feature
DATING has more
to it
Money back
guarantee
Social dates &
adventure dates,
membership status

What new here? why not other

Genuine Claims?

FEATURE

PROPOSED FEATURES - (TIMELINE | RATIONALE)

VIRTUAL
PARTY!

VIRTUAL
DATE!
STAGES AFTER

MAKE
OVER!

ADVENTURE
DATE!

JOINING development
priority based on 4

DATEVILLE!

PLAN MY
DATE !

stages of consumption
STAGE 3 CONNECTION AND ENGAGEMENT
STAGE 4 MAINTAINING RELATIONSHIP
NEED
How to I connect to right
person?
No prior experience of
dating
How can I impress my date
online
I want to know my date
better
How can I meet more
people
What other activities can I

FEATURE
Membership status
Dating tips
Dateville, Tatoo me!,
virtual gifts
Online activities, virtual
date
Virtual parties
Contests

NEED
Any help for offline
dating?
I want to surprise my
date
Benefits for premium
user?
Quality time with date
Is first offline date
secure

FEATURE
Customize date
Grooming Service
Special
packages/discount
Social and adventure
date
Let Us Know feature

PRODUCT OFFERING #1

User
Statistics
REAL TIME USER STATS AND
SEARCH

FREE
MEMBERSHIP/QUICKPICKUS

ONE STEP LOGIN

How will this work :Users will see

who viewed or added them, number
of emails waiting, site stats (number
of men, women, users joined today,
most viewed profile, membership
status, total members from city)

How will this work:First 10,000

lifetime memberships free
(Quickpickus option), free
registration, free membership for
people who invite other friends to
join

How will this work: Basic

information for any user to join &
continuously shows the current
status of profile. User can fill more
information to increase the % of
profile completed

Benefits
for
users:
Regular
updates reflect whats in fashion
and popular

Benefits for users : Lifetime free

membership for initial users

Benefits for users: Easy joining &

incentive for top hit profile by filling
more info

Benefits for us: The website looks

active and live data helps to track
status
Scope of expansion: MonetizationSubscribed list of most popular
dating gifts and place

Benefits for us: Gaining critical

mass, popularity and referrals &
WOM of expansion : Sales &
Scope
incentives for refer ring different
happenings on website, to convert
them into brand ambassadors

Why will this feature click :

Popular themes & sentiments are

Why will this feature click:

Referrals & activities with

Benefits for us: More no. of

registration & easy data
management & security check due
to appropriate information
Scope of expansion : NA
Why will this feature click: Easy
login feature not filling of complete

PRODUCT OFFERING #2
Online
shoppi
ng

Dont miss out on the hot discounts

and sale,
For more details, dont forget to
SALES
AND
DISCOUNTS
check
your
mail.
How will this work : Discount store for loyal
customers also coupons and discounts by our
advertising partners for using their service
Benefits for users: Apart from making
connections they also get discounts on items they
purchase
Benefits for us : More advertising and purchase
from our website, loyal customer base generation
Scope of expansion: Discounts on services
Why will this feature click: Loyal customers look
for extra incentives , besides sales and discounts
spread like viral in online media

Enjoy shopping from e-stores

Shop more and gather points and
scores.
E-STORE
How will this work: Customised gifts like mugs/tshirts/ calendars/wall paintings, photo frames,
memoirs can be purchased . Also things like flowers,
cake, gifts for dates will be available
Benefits for users : One stop solution for buying
gifts for date
Benefits for us: Source of revenue
Scope of expansion : In number of products and
services
Why will this feature click: Online shopping is an
easy way to get gifts for date and more variety is
available also familiarity with meetmate will help the
business

PRODUCT OFFERING #3
Visual Merchandise

Rose
Champagne

Kiss
Postcard

Cake
T-shirt

Football
Watch

Virtual gifts and online music to gift to friends key

tool to break the ice , decorate Dateville, or
decorate profile page

Know your dates interests, liking and present

your virtual avatar on a virtual date before
offline dating
Chocolate
Comics

Jewellery

Virtual parties and virtual dates

Call friends for online virtual parties to become

the most popular member on the website
VIRTUAL DATES, GIFTS AND
PARTIES!

PRODUCT OFFERING #4
Perfect offline date
Users can charm their date by perfect date
Choose the perfect place

Customize your menu

Choose your mode of transport

setting without much effort.

Choose the place, menu mode of transport
& any gifts or music required online .
meetmate provides these dating packages
by charging very little premium

Choose for variety of gifts

Have a happy date!

CUSTOMIZE DATE!

SUMMARY OF PRODUCT OFFERINGS

USERS V/S BUSINESS BENEFITS

TANGIBLE

MAKEOVER
MONEY BACK GUARANTEE

PRIVACY FEATURE

SALES AND DISCOUNTS

E-STORES
CONTESTS
CUSTOMIZED DATE
SOCIAL/ADVENTURE DATE

INTANGIBLE

BENEFITS TO USERS

LEVEL WISE SECURITY

ONE STEP LOGIN

REAL TIME USER STATS AND SEARCH

TATTOO ME!

FREE MEMBERSHIP/QUICKPICKUS

PROFILE METER
USER CREATED AND CELEBRITY VIDEOS

DATEVILLE
VIRTUAL DATES, GIFTS AND PARTIES!

INTANGIBLE

TANGIBLE
BUSINESS BENEFITS

meetmate because some moments are special

EXPLORE AN UNIMAGINABLE DATING EXPERIENCE

A place to shop in e-stores

Create your aavatar

A place to connect

A place to show love and

emotions

A place to connect

A place to socialize

A place for adventure

CAMPAIGN TO CREATE BUZZ

Target Segment

Young Users of Social Media

Channel

YouTube, Facebook, Twitter, Blogger

Trend Setter

Uses my Product
for the first time

Trend Spreader

Spreads across
media

VIRAL MARKETING

Some when
who has his
own blog

EXPERT HUB: Helps to

convey value and image
of brand

Some when
who has
1000+
friends on
Facebook

SOCIAL HUB: Helps to

get numbers

SEED MARKETING

Two different
Sets of
People

STEALTH MARKETING

Facebookhas 25 millionusers in India

Number of twitter users in India would be around
16 million

CAMPAIGN

Contest

KISMAT CONNECTION signifies that website is about connecting you to people of your choice
and interests
Series of viral video will be prepared which will ask people to take part in contest for
connecting with X, without revealing who X is , Slowly names will be released online.(Time 23 months)
Prepare a 30 sec video and upload on YouTube WHY SHOULD X SPEND A DAY WITH YOU?.
Share the link on Facebook. Winner selected on basis of number of likes. meetmate will
sponsor meeting with X

Benefits

Singing Star

Publicity for
X, Visibility
for meetmate
WIN -WIN
Situation

Dance Star

Who is X?

Social Star

Going Viral

KISMAT CONNECTON - meetmate with your STARS !

Adventure Star

Campaign

KISMET CONNECTION

Real
Life
STARS

TIA KAR/
SHAKTI MOHAN/
AANCHAL
SREERAMCHAND
DHARMESH
KHURANA /
RA
DANCE INDIA
NAUMAN SAIT
IDIAN IDOL 5
DANCE
ROADIES
10,976 and
50,976 and
6,133 & 35,125
32,179
483,179
fans on
fans
Facebook
fans on
Facebook
Instant
Facebook
publicity
due to sharing
of on
Video
on social media,
directly market to target segment

Association with Public figure helps to get lime light and critical mass
Fans will join the campaign, linking campaign page to Facebook page of celebrity gets more
visibility
Integrating videos of Roadies, Dance India Dance and Indian Idol on website also increases the
The campaign targets
trafficetrend setters (people with unique interests)as well as trend spreaders (people
with online network)

MARKETING INITIATIVE

STAGE #1

AIM

Indicate the value proposition of website and gaining critical mass

CORE
COMMUNICATIO
N

Genuine, innovative, interactive & hassle free dating website made for a
different and unique dating experience online as well as offline
One Stop Platform (connect, enjoy, purchase , plan ) for dating

ACTIVITIES

CHANNELS

TIMELINE

Highlight features in communication:

Trustworthy: Money back guarantee in case of dissatisfaction (within 2 months)
Best Experience : A comparison chart posted on site that shows how we are different
from competition
Increase Visibility and provide incentive for impulse behavior
Search Engines Optimization and attractive messages and aesthetics of website
Roll out plan of first 10,000 membership free for lifetime

Online:
Advertising: Dating Blogs, Targeting emails, online advertisements, easy
downloadable mobile app
Social media: Facebook, Twitter, creating videos of users about experience with us
& posting on YouTube
Co-branding : Fan pages of our brand campaign IDOLS
Offline:
Sponsorship of cultural events in college (Fashion shows, couple dance, Salsa etc.)
Advertising in multiplexes between movies (movies which resonate with our
target segment)
PR campaigns :Programs that youth watch; educate about dating and relationships
Initial
6-8 Months
Advertising:
On movie tickets, menu cards, use of standees in malls

MARKETING INITIATIVE

STAGE #2

AIM

Increase popularity (encouraging repeat visits and acquiring new customer)

CORE
COMMUNICATIO
N
ACTIVITIES

meetmate not just helps to meet people but also enjoy common interests &
leisure pursuits with them

CHANNELS

TIMELINE

Engaging features in communication:

Social dating: beach cleaning drive, donation, teaching school)

Adventure dating: Rafting ( offer a service of doing some meaningful activity with
your date)
Discounts: Valentine week discounts on products and services, discounts on large
ticket size, bundling of services, premium memberships, customised date etc.
Viral:
Post grooming service videos (A day of makeover with meetmate.com) on
YouTube
Post videos of events organised, free distribution of gifts and merchandise etc.
Contests and Referrals:
Contest of online apps like Dateville, Perfect Date with meetmate.com
Earn a Free Paid Membership: A free lifetime membership on certain amount of
Partnerships & Events: CCD/Barista/Pizza Hut/Dominos/Landmark/Archies & other
referrals
hangout places
Organising events and distributing free gifts(key chains, mugs, tshirts) and
merchandise, putting standouts and advertising on display screens
Distribute free movie tickets by organising events in malls and shopping
complexes
Advertise between movies and display screens of hangout places
Advertising:
On movie tickets, menu cards, use of standees in malls
After
8 Months

ASSUMPTIONS
Time Of Launch : March 2012

CURRENT

FUTURE

Online services - All over India

Services expansion- All over India

Offline services Only to Tier 1

Cities

Offline services Tier 1 and 2

Cities
Services expansion- All over
India
Offline services Tier 1 and 2
Cities
Services expansion- All over
India
Offline services Tier 1 and 2
Cities

Online services - All over India

Offline services Only to Tier 1
Cities
Online services - All over India
Offline services Only to Tier 1
Cities
DATA AND ASSUMPTIONS

6 CITIES

1. Yearly inflation rate = 10.1% in India

11 CITIES

Expansio
n for next
3 years

2. Total Number of Online dating User in India: 15000000

3. Penetration Percentage : 1.0%
4. Percentage increase in dating users per year : 50%
5. Increased penetration of meetmate : 50% CAGR

*SOURCE : CNBC

Expansio
n beyond
3 years

**Benchmarking with

fropper

6. TheIndianonline matrimonial &dating industryis worth at least

21 CITIES

23 CITIES

MONETIZATION PLAN #1
Revenue from services
Membership Fee
(Outer Circle)
Non paid
Access to
complete user
information
not present
Can enjoy
other facilities
&services.
Status
highlighted by
pink colour

(Inner circle)
Yearly fees
Access to
complete user
information,
facilities &
services
Pay one full
year
membership
Status
highlighted by
green colour

Grooming Service Fee

(Middle circle)
date
Per
Option
of fees
not
paying fee for
whole year,
but can pay
fees per date
(i.e. to get
details of
account of one
person)
Status
highlighted by
blue colour

Parlor

Spa

Beauty
Consulta
nts

Fashion
advice

FINANCIAL
PROJECTIONS

Complete makeover of the person for

his/her date

Parlour/salon ( haircut, spa etc.),

beauty consultants, fashion advice
etc.
This will provide customers flexibility and increases

These services will be bundled together

transparency in system, also lower ticket size prompts more
thus will be available to us at a cheaper
users to join in
rate.
TOTAL In
Grooming
Service

Charge
service provider for referring
Membership Fee**
lakhs**
Fee**
clients to them
(Inner circle)
(Middle circle)
Yearly fees**
Per date fees**
Year I

Year II

300000

742500

Year I

Year II

1460000 2409000

Year I

Year II

Year I

Year II

300000

816750

20.6

39

**CALCULATION IN APPENDIX

MONETIZATION PLAN #2
Revenue from products
Complete Dating
Package

Hotel
Movie
Booking Ticketin
g

Catego
ry
Books

Flower
s

Merchandise and Gifts

Cosmetic
s+
Perfume
s
complete date
Cakes

FINANCIAL
PROJECTIONS

Online store - where users can order

package e.g. give bookings for hotels, travel,
movie tickets etc.
E Store - sell products like flowers, music, books,
cakes, candles, chocolates, soft toys, perfume,
accessories etc.
The idea is to provide complete dating package
and be one stop store of date planning.
Complete Dating
Package**

Mugs

T shirt

Calend
ar

Photo
frames

Wall
paintings

Can be ordered on special occasions like birthdays,

anniversary etc.
Gifts can be customized on doodle pad
Bulk orders for events like fashion shows , band night
in college

Merchandise and
Gifts**

TOTAL (In lakhs)**

Year I

Year II

Year I

Year II

Year I

Year II

750000

1856250

300000

742500

10.5

25.9875

**CALCULATION IN APPENDIX

Souce : Zomato.com

MONETIZATION PLAN #3
Advertisement on our website from company who target youth
Eating Joints

Movie Theatres

Book Caf/
Gifting Shops

Apparel

Gymnasiums and
Beauty Salons

FINANCIAL
PROJECTIONS

Increasing awareness :Giving link to their social media pages ask users to join ; Revenue on per click basis
Increase Sales: Advertising their services and sales promotions; Revenue on number of users of website ( no.
of exposures)
Provide surrogate CRM: Giving Information about location; Revenue per user basis; Revenue per user basis
Event Management: Provide information for events organized by various brands; Revenue on no. of users in
city (exposures )
Subscribed Brand list: Have voting on brand of the month
Give information and endorseIndiandating.co
certain brands
which are trustworthy; highlight
brand of the month ;
indianproximee
Indian Friend meetmate.com
Revenue
per exposure
Website
Froppers.com
m
ty.com
datings.co.in
Finder
( I year)
II year
Penetration

26.7%

4.0%

0.3%

0.01%

1%

1.0%

1.5%

Start Year of
Operation

2003

2,001

2,007

2010

2003

2012

2013

434

42.03

77

0.0949365

17.0692665

37.50889223

56.26334

Daily Visitor

29,700

22,500

4,800

90

8,400

2,000

2,000

Revenue / Daily
Visitor
Revenue / %
Penetration in
Lakh

0.0146

0.00186

0.0160

0.001054

0.00203

0.01875

0.01875

16.26894375

10.50872625

240.9016875

9.49365

26.67072891

18.75444611

18.75444611

Yearly Ad
Revenue ( Lakhs)

Source: sitelogic.biz.in REFER APPENDIX FOR REGRESSION MODEL AND BENCHMARKING

FINANCIAL PROJECTIONS
450

Revenue

Rs. In Lakhs

1000

333.35

350

917

800

300
250
200

189.88

159.19
156.55
126.59

150
84.39
76.564.31
56.26
38.94
25.99
50 20.610.537.5
0
1
2
3
Revenue from Plan 1

YEARS

Revenue from Plan 2

-50

1
-40

14

15

YEARS

PAT

400

80

442
225

Revenue from Plan 3

100
0

Rs. In lakh

PAT

50

600

200

100

Rs. In Lakhs

Total Revenue

393.9

400

Total Revenue

69
1

121
2

YEARS

THANK YOU
MEETMATE