Entrepreneurial Opportunities in the Web/Digital space

Anurag Gupta

• Presented at OMCAR 2008, World’s 1st Online Marketing Careers Conference

For details, check out http://conference.omcareers.org

• Jan 12th 2008 (New Delhi, India)

Entrepreneur

Entrepreneur> A person who takes the risks involved to undertake a business venture…efficiently and effectively use the factors of production natural

resources, human input and capital

Entrepreneur > Someone who creates value by offering a product or service in order to obtain

certain profit.

Entrepreneurship is often difficult and tricky, as many new ventures fail.

Internet businesses : defying conventional logic

Key drivers

EXECUTION

CAPITAL

IDEA

PEOPLE

PASSION

The 3 C’s of Internet

Connect

Content

Commerce

Advertising

Transactions

Business models

• Models established globally– Travel

– Networking

• …..adapted to local environment– Jobs

– Matrimony

• Propositions that address local needs ??

Online Marketing : Multiple routes to consumer

Horizontals / Verticals

Affiliates

Search - PPC & SEO

Email

Existing Customers

WEBSITE

Business Development

Con

sum

ers

• Additional route for advertisers to reach their consumers

• Leverages high number of smaller websites

• Performance based advertising which is set by the advertiser i.e. Cost Per Action pricing model

• Predominantly used to deliver a commercial action

Affiliate Marketing

How does Affiliate Network work?REGISTRATIONS / LEADS / SALES

Commissions and incentives

Advertiser Website

Affiliate Marketing in India

• Performance advertising > 70%

• Affiliate Globally contributes to almost 25% of the online spends.• Affiliates worldwide will earn $6.5 billion in bounty and

commissions in 2006 [Source: Marketing Sherpa]• Market for UK affiliate marketing to grow to £2.16 billion:

[Source: E-consultancy – October 11th, 2006]

• Affiliate marketing in India will only grow

Types of Affiliates• Shopping review / price

comparison• Vertical sector specialists• Cash back / reward sites• Loyalty sites• Email marketers• PPC specialists

Ingredients

• Opportunities to act as affiliate– PPC

– Vertical sites

– Comparison Sites

• Domain name, hosting

• Web designing skills

• SEO/ PPC skills

ENTREPRENEURIAL SPIRIT

anurag.gupta@dgm-india.com