Business Plan for Ad MARKETPLACE

8/11/2019 Business Plan for Ad MARKETPLACE

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2014


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-ontents1. E/ecutie Suar............................................................................................12. -opan Description..........................................................................................2

Prooters........................................................................................................2

Adisors...........................................................................................................2

Serices...........................................................................................................2

Lon3 (er Ai of t*e Business........................................................................2+5ecties.......................................................................................................2

S$( Analsis................................................................................................2

6. Market Analsis...................................................................................................6

Se3ents of t*is arket.................................................................................6

Print Adertisin3 7 Ne,spapers! Ma3a8ines! Broc*ures! 9liers.........................6

utdoor Adertisin37Bill+oards! iosks! (rades*o,s and Eents.....................6

Broadcast adertisin37 (eleision! "adio and t*e Internet...............................6

-oert Adertisin3 7 Adertisin3 in Moies......................................................6

Surro3ate Adertisin3 7 Adertisin3 Indirectl.................................................6

Pu+lic Serice Adertisin3 7 Adertisin3 for Social -auses..............................6

-ele+rit Adertisin3 6


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1. E/ecutie SuarAd Space deal is an online portal for Buin3 and Sellin3 ad spaces. (*is portal

,ould 3ro, rapidl since t*ere *as +een an increase copetition in t*e

adertiseent industr. -opanies are coin3 up ,it* ne, and innoatie ,as

of to ake ad spaces *o,eer t*e are cult to


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2. -opan DescriptionProotersA5it 'auta and Pra+*at Sin*a are t*e prooters for t*e +usiness at t*e tie of

,ritin3 t*is docuent.

AdisorsShatrunjay Krishna,ould +e t*e tec*nical adisor for t*e enture.

Serices

AdSpaceDeal.co is an online portal for searc*in3 and coparison ofAdertiseent Serices for +uin3 and sellin3 adertiseent spaces. Man

industries! includin3 adertisin3! are +ecoin3 saturated ,it* copetitors and it

is +ecoin3 di>cult for diCerent copanies to


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6. Market AnalsisSe3ents of t*is arketPrint Adertisin3 7 Ne,spapers! Ma3a8ines! Broc*ures! 9liers(*is popular adertisin3 ediu oCers options like prootional +roc*ures and

Fiers for adertisin3 purposes! t*rou3* ne,spapers! a3a8ines! +roc*ures! etc.

ften t*e ne,spapers and t*e a3a8ines sell t*e adertisin3 space accordin3 to

t*e area occupied + t*e adertiseent! t*e position of t*e adertiseent Hfront

pa3eiddle pa3eJ! as ,ell as t*e readers*ip of t*e pu+lications.

utdoor Adertisin37Bill+oards! iosks! (rades*o,s and Eentsutdoor adertisin3 is also a er popular for of adertisin3 t*rou3* +ill+oards!

kiosks! and also seeral eents and trades*o,s ,*ic* akes use of seeral tools

and tec*niGues to attract t*e custoers outdoors. (*e kiosks not onl proide an

eas outlet for t*e copan products +ut also ake for an eCectie adertisin3

tool to proote t*e copanKs products. r3ani8in3 seeral eents or sponsorin3

t*ose akes for an e/cellent adertisin3 opportunit. (*e copan can or3ani8e

trade fairs! or een e/*i+itions for adertisin3 t*eir products.

Broadcast adertisin37 (eleision! "adio and t*e InternetBroadcast adertisin3 is a er popular adertisin3 ediu t*at constitutes of

seeral +ranc*es like teleision! radio or t*e Internet. (*e cost of teleision

adertisin3 often depends on t*e duration of t*e adertiseent! t*e tie of

+roadcast Hprie tiepeak tieJ! and of course t*e popularit of t*e teleision

c*annel on ,*ic* t*e adertiseent is 3oin3 to +e +roadcasted. (*e radio i3*t

*ae lost its c*ar o,in3 to t*e ne, a3e edia *o,eer t*e radio reains to +e

t*e c*oice of sall scale adertisers


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and t*eir popularit for adertisin3 t*eir products. Usin3 cele+rities for adertisin3

inoles si3nin3 up cele+rities for adertisin3 capai3ns! ,*ic* consist of all sorts

of adertisin3 includin3! teleision ads or een print adertiseents.

Marketin3 Industr DnaicsMarketers in India tpicall utili8e teleision! print and t*e Internet for arketin3t*eir oCerin3s. Soe ke


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+et,een ultiple parties Hi.e. t*e copan! its clients! stake*olders!eploees! etc.J. $it* social edia! copanies can create! sustain and

leera3e connections and stren3t*en t*eir position in t*e arket.

PES( Analsis

Social actors!

India is relatiel a poor countr and

people ,ould +e ,illin3 to si3n up for

postin3 adertiseents on t*eir

e*icles and +uildin3s to 3enerate

additional reenue and proide ad

space

"olitical actors!

-*an3es on 'oernent "e3ulations on

adertisin3 locations and restrictions

,ould ipact t*e ad space proiders

#conomic actors!

&u3e copetition in t*e adertisin3 space

leadin3 to cooditi8ation opportunities ,*ic*

can +e easil tapped + ,e+sites like ad space

deals

Technological $actors!

Ne, #inl printin3 *as +een on

t*e rise and printin3 costs are

decreasin3


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4 adertiise.co Direct 9orei3n

;,,,.3lo+aladertis

ers.in Direct 9orei3n

@ ,,,.ali+a+a.co Cers All B2+ Serices 9orei3n

= ,,,.indiaart.co Cers All B2+ Serices India

? ,,,.tata+2+.co Cers All B2+ Serices India

,,,.tradeindia.co Cers All B2+ Serices India

10

,,,.asklaila.co

Proides Director Serice 'ies 9ilterin3 as

additional Serice

India

11

,,,.afaGs.co

Proides Director Serice

'ies 9ilterin3 as

additional Serice

India

12

,,,.auto,rapped.c

o Auto ads India

-ate3or 2 -opetitors ,it* er Speci


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4. Marketin3 and Strate3ProotionAdspacedeal.coKs strate3 is to attract ,e+site isitors s*ould +e supported + a

stron3 prootions eCort t*at co+ines adertisin3 and pu+lic relations strate3ies.

(*e prootional eCorts ,ill focus on +uildin3 +rand andT+u88around t*e

adspacedeal.co nae.

9or adertisin3 t*e need is to create ,e+site presence across ultiple ,e+ +ased

edius oer internet. Adspacedeal.co can use its eail access to its

e+ers*ip to send prootional eails a+out discount ads t*at eet t*ecustoerKs needs. Adspacedeal.co a also esta+lis* alliance partners*ips

orT*ot linkson ot*er sall +usiness ,e+sites! proidin3 a strea of reenue for

t*e *ost for eer custoer 3enerated + t*at link.

"ecent (rends in AD IndustrTheadertisin3 industr is a 3ood ,indo, to ake sense of t*e c*an3e t*rou3*

its essa3in3 and capai3ns ,*ic* capture t*e c*an3es ,it*in t*e Indian societ.

At a acro leel! (# *as +ecoe t*e doinant edia toda at 42 H6=in 200;J of t*e total ad spends! ne,spapers *ae a s*rinkin3 s*are of t*e

pie at 6 H4 in 200;J and di3ital edia is 3ro,in3 rapidl V fro 1

in 200;! toda it attracts @ of t*e total ad spend. $*at is also apparent

is t*at ore and ore adertisers ,it* a national footprint are tappin3 (#

as a ediuO and ore local and re3ional ones are lookin3 at print. Not

surprisin3l! t*e nu+er of ads + t*e top 10 (# adertisers is relatiel

t t d t* i t I 2012 t* t 10 d ti t i+ t d


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;. Sta>n3 and perations9or t*e initial operations! for 3ettin3 people to si3n up a arketin3

departent ,ould +e reGuired! t*is departent can +e scaled do,n later as ore

people 5oin t*e portal and t*e +usiness +ecoes selfsustainin3. An I( departent

for +uildin3 and scalin3 t*e ,e+site and proidin3 support to t*e custoers and

solin3 t*eir Gueries. A eri


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@. 'oernent Policies and -opliances(*e parties t*at are si3nin3 up for t*e serices ,ould *ae to copl ,it* policies laid + t*e 3oernent. Since t*e initial tar3et arket

location is 3oin3 to +e in Del*i! soe of t*e ke polic stateents are listed +elo,

Ma5or Policies aCectin3 utdoor adertisin3 in Del*i

Del*i utdoor Adertisin3 Polic 200?

Section 142 to 14@ Del*i Municipal Act

Ad space deal ,ould also *ae to keep updatin3 its policies in accordance ,it* notices sent out + t*e Municipal -orporation of Del*i

HAdertisin3 DepartentsJ.

.he g&vernent als& ip&ses payents &n displaying advertiseent in !&er!ial vehi!les/ .hese have t& be ta"en int& a!!&unt (hile

appr&a!hing *&r ad spa!e pr&viders/

(*e Polic Docuent and paent notices ,it* *i3*li3*ted points is attac*ed in t*e appendi/ section

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=. "eenue Model

(*e Business could +e e/ecuted in t*ree laers as eac* laer 3ets successful t*e ne/t laer could +e added

1. (*e ,e+site can start 3eneratin3 reenue + akin3 soe of t*e services as paidafter a year o$ $ree subscription. (*is is t*e

siplest et*od and ,ill 3enerate t*e least reenue aon3st t*e ot*er approac*es.

2. (*e data+ase collected fro t*e surroundin3 re3ion ,ould +e *u3e after a ear and t*is can +e pitc*ed to lar3er clients and edia

a3encies and t*e copan could +ecoe an outsourcing partner.

6. (*e prooters could start an ad agency,*ic* ,ould support full capai3ns t*at are reGuired + t*e corporates. (*is ,ould

reGuire an additional departent for desi3nin3 t*e capai3ns and e/ecutin3 t*e. (*e operation details of t*is point is not in t*e

scope of t*is docuent.

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9inancial Stateents ear 1 ear 2

ear 1

ear 2

IncoePerSu+scri+er

Nu+er ofSu+scri+ers

PerSu+scri+er Nu+er of Su+scri+

Paid Su+scription 0100000

00 0 0 2000 ;000

(otal "eenue 0100000

00

-osts

EGuipent purc*ases Per UnitNo ofUnits Per Unit No of Units

-oputers for 0000 0 60000 6 60000 0

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DeelopentMo+iles for Marketin3tea 20000 0 2000 10 2000 0

Misc E/penses 60000 60000

(otal14000

0 60000

Sta>n3 Per Mont*No ofMont*s

No ofPeople Per Mont*

No ofMont*s No of Pe

Mana3eent Marketin3

4?0000 4?0000 40000 12 1 40000 12

Marketin3 StaC Salar?4000

0 ?40000 14000 12 ; 14000 12

Deelopent (ea14400

0 144000 12000 4 6 12000 4

#ericSpacesH

r to D*u-urrent o

Space

>ce Space6@000

0 6@0000 1;000 12 2 1;000 12

(otal6@000

0 6@0000

(otal Pro


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(,o ears (otal4=420

00

1;


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?. 9inancial StateentsAssuptions (*e arketin3 tea is a+le to retain at least 2000 corporate su+scri+ers. All t*eir eCorts ,ould +e ade durin3 t*e


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Appendi/'.1 (overnment "olicy

'.2 (overnment payment )otices $or &ommercial *ehicles

'.3 http!++,,,.davp.nic.in+)e,spaper-'dvertisement-"olicy.html

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Business Plan for Ad MARKETPLACE

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