Learnings from the Track
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Learningsf r o m t h e T r a c k
BabyCenterin India
Tough task
Daniel Pink
4 Word
Talk less. Listen more.
1 2 3
What is BabyCenter?
1 2 3
I will Listen
1 2 3
The Learnings
© BabyCenter LLC. Confidential. All rights reserved.
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.
How does it all add up?
Publisher
Monetizes the ecosystem
Faceless
8 Metro
19 Cities
396 Towns
4,738 Peri Urban
6,38,365 villages
>5 mn 8%
10%
7%
!"#
Urb
an 3
0%70
mn
HH
Rura
l 70%
164
mn
HH
Source : Census Projections 2010
Where does she live?
5%
Population
1 - 5 mn
0.1 - 1 mn
10k-0.1 mn
< 10,000
India live in villages70%
will continue to live in villages65%
Healthcare Professional
Media (Radio & TV)
Pharmacy
Family & Friends
NGOs/SHGsReligious
Institutions
Public Healthcare System
Schools
Internet
MobileFamily & Friends
Mass MediaPharmacy
Medical InstitutionsMedical Professional
Schools
By the time we !nish...
38,000
Vast Library of Information
Vast Library of Information
Defined Customer
Vast Library of Information
Defined Customer
A New Channel
Sit down and listen to us
Sit down and listen to us
Open Your Idea Boxes
Let Me Take You Back
8 Metro
19 Cities
396 Towns
4,738 Peri Urban
6,38,365 villages
>5 mn 8%
10%
7%
!"#
Urb
an 3
0%70
mn
HH
Rura
l 70%
164
mn
HH
Source : Census Projections 2010
Where does she live?
5%
Population
1 - 5 mn
0.1 - 1 mn
10k-0.1 mn
< 10,000
8 Metro
19 Cities
396 Towns
4,738 Peri Urban
6,38,365 villages
8%
10%
7%
!"#
Source : Census Projections 2010
Metropolitan India
5%
8 Metro
19 Cities
396 Towns
4,738 Peri Urban
6,38,365 villages
>5 mn 8%
10%
7%
!"#
Urb
an 3
0%70
mn
HH
Rura
l 70%
164
mn
HH
Source : Census Projections 2010
Metropolitan India
5%
Population
1 - 5 mn
0.1 - 1 mn
10k-0.1 mn
< 10,000
INDIA I• Capability to finance its healthcare
needs
• Access to insurance
• Serviced by organized private sector
8 Metro
19 Cities
396 Towns
4,738 Peri Urban
6,38,365 villages
8%
10%
7%
!"#
Source : Census Projections 2010
5%
Rur-ban India
8 Metro
19 Cities
396 Towns
4,738 Peri Urban
6,38,365 villages
8%
10%
7%
!"#
Source : Census Projections 2010
5%
Rur-ban India
INDIA II• Under-serviced Market
• Limited initiatives by government
• Limited presence of organized private healthcare delivery
• Information Services gap
• Consumers willing to pay
8 Metro
19 Cities
396 Towns
4,738 Peri Urban
6,38,365 villages
8%
10%
7%
!"#
Source : Census Projections 2010
5%
Rural India
8 Metro
19 Cities
396 Towns
4,738 Peri Urban
6,38,365 villages
8%
10%
7%
!"#
Source : Census Projections 2010
5%
Rural India
INDIA III• Bottom of the pyramid market
• Public healthcare system addresses the healthcare needs of this section
Di!erent Go-To-Market Strategy
Di!erent Go-To-Market Strategy
But...
Joy of Parenthood
Gender Inclusive
Monetize the ecosystem...
VALUEPROPOSITION
COSTSTRUCTURE
CUSTOMERRELATIONSHIP
TARGETCUSTOMER
DISTRIBUTIONCHANNEL
VALUECONFIGURATION
CORECAPABILITIES
PARTNERNETWORK
REVENUESTREAMS
gives an overall view of a company's bundle of products and services
portrays the network of cooperative
agreements with other companies
describes the channels to communicate and get in touch with customers
describes the arrangement of
activities and resources
explains the relationships a
company establishes with its customers
sums up the monetary consequences to run a
business model
describes the revenue streams through which
money is earned
describes the customers a company wants to offer value to
outlines the capabilities required to run a
company's business model
INFRASTRUCTURE CUSTOMER
OFFER
FINANCE
...differently
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