Directi Case Study Contest - Team idate from MDI Gurgaon

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mesmerizeme.com Case Study Competition 2011 Presented by: Team iDate MDI - Gurgaon Members: Harpreet Singh Pinak Mukherjee Rakinderjit Singh Sahil Agarwal
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Directi Case Study Contest - Team idate from MDI Gurgaon

Transcript of Directi Case Study Contest - Team idate from MDI Gurgaon

Page 2: Directi Case Study Contest -  Team idate from MDI Gurgaon

mesmerizeme.com

Agenda

Target Group Insights

Marketing & Promotion Strategy

Industry Overview

Mesmerize me: Concept

Features

Monetization Strategy

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Industry: Online Dating

The mobile phone dating market was worth $330 million in 2007, $550 million in 2008 and is predicted to double to $1.3 billion by 2013

It is estimated that at least 10 percent of new accounts created each day are from scammers

On average 10 percent of members pay for the dating service and stay for less than 3 months

In 2010, online dating industry was $4 billion worldwide. http://www.datingsitesreviews.com

www.bizopedia.biz

In India, there is a long standing culture of matrimony which is similar in nature to onlinedating. We've found that the new generation, which is wired and technologicallyadvanced, is embracing online dating as opposed to working with matchmakers

Meir Strahlberg, CEO, Date.com

In India, there are 15 million online dating users dating-overview.com

Indian Online dating industry will grow by 25% in 2010 Times Of India,2010

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According to IMRB and the Internet & Mobile Association of India report “Report on Internet in India (I-Cube) 2011”

53.567.5

95

121

0

20

40

60

80

100

120

140

2008 2009 2010 2011

Internet Users(in millions)

The rising Internet Penetration in India

28%

20%

27%

12%

7%

2%

0%

5%

10%

15%

20%

25%

30%

Daily 4-6 Times a week

2-3 Times a week

Once a week

2-3 Times a month

Once a month

Frequency of Use

More than 75% of Internet Usage is drivenby younger generation of people

Around 33% of young men and workingwomen are heavy users spending more than16.5 hours on the net

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Where is the Target Audience?

89%71% 64%

0%

20%

40%

60%

80%

100%

E-Mail Social Network Education

Top 3 Internet Usages(Urban Areas)*

*Base : Active Internet User (Urban),2011 - 30 cities [As of March 2011]

Source: Report on Internet in India (I-Cube) 2011

Email

Users ofSocial Networking

Gmail | Yahoo | Outlook | Rediff

Facebook | Twitter | YouTube | Orkut

Our Target Audience would be those who are already present on Social Networking sites as they give a fairrepresentation of the active internet users

Facebook is the dominant Social Network around the world and in India; so the Facebookusers in India represents the size of the potential user base

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Self-Obsessed; Materialistic

Staying ahead of style curve is very important

Technology is the great enabler

Hunger to expand horizons; fear of being left behind

Money is the barometer ofsuccess; Real joy lies inspending

Age: Below 30 years | Educated | Urban | Present on Social Media | Always connected online: Mails, Facebook & Twitter

Pro

file

Moving from sustenance to indulgence

ExperiencersLively

Enthusiastic

Intuitive AdventurousValue seekers

Target Group has embraced technology and has significant presence online

They are willing to spend money to indulge themselves

Target Group Definition

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Ideation for Features: Target Group Insights

We have hesitation in initiating conversations

Insights from a primary survey conducted among 63 young Indians (below the age of 30 years) in NCR

To find common ground we mostly prefer discussing about:

Books | Travel | Movies | Food | Music

It’s fun being wooed by the opposite sex

Finding true love is all about Luck

Humor and wit are the most valued attributes

in a conversation

mesmerize me

Serendipity Lounge

Big 5 Compatibility Matcher

We need to be sure about the credibility of the people we

meet . Safety is an issue

Credibility Features

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What is mesmerize me…?

An India specific Online dating portal providing users with aunique way to initiate conversations and woo the oppositesex and get mesmerized through wit and humor

It allows users to find and mesmerize that someone

special…

mesmerize me

Serendipity lounge Big 5 Compatibility Matcher Location Based Connect App

Connect Features

Mobile number Verification

Iovation Service

Active Users Only

Credibility Features

Theme Based Profile Dating Concierge

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Introducing mesmerize me

Red color to signify Love and

passion

Speech bubbles to signify the importance

of Conversations during dates

A boy and a girl to signify our Target

Audience engaged in a conversation

A gamut of conversation lines to signify: the most often asked questions on the first date that conversations are the best way to impress someone

‘mesmerize me’ to signify that a

person needs to be wooed and

impressed at the start of a

relationship

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Core Idea: mesmerize meUsers will put up incomplete sentences/thoughts on their profile and possiblesuitors can comment on the profile of the initiator to “Mesmerize” him/her. Theinitiator can then choose to contact the person who has given the best reply intheir opinion

Initiating user gives the call for Mesmerization

mesmerize me:“Love to me is like the Englishwinter’s sunshine, warm andcozy…what is it for you?”...

Suitors respond and try to mesmerize her

Sahil: “Love is like tanning on Anjuna

beach”

Harry: “Love is in knowing that some1’s

there for me at the end of the day ”

Aman: “Love is an eternal sensation of care and

giving”

She chooses the guy who mesmerized her & Connects with him

@Sahil: I have fond memories of Anjunabeach. How many times have u been there?

Step 1 Step 2 Step 3

Feature #1: mesmerize me

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Inbox

Concept: Serendipity Lounge

Connect feature based on Serendipity for die hard romantics. Users who wantto find someone on the basis of luck can use this option. The Lounge will befeatured as a tab on the Home page

Step 1 Step 2 Step 3

Serendipity Lounge

On clicking the Serendipity Lounge tab, userswill have to answer the Serendipity Questionof the day

Serendipity Lounge:

Which is your favorite movie?

Serendipity

Lounge

Riki:Dark Knight

Serendipity Lounge:

Loading your Luck..Please Wait

System will wait for matchinganswers from other users

As soon as matches arefound:Users will be informedabout their Serendipityprofile matches for theday via instant updates

Feature #2: serendipity lounge

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Concept: Big 5 Compatibility Matcher

On the basis of a primary survey among 63 young Indians (below the age of30years) in NCR, we found that the top 5 things discussed on a first date were:

Travel | Books | Movies | Cuisine | Music

Our algorithm will solicit information from users on these 5 parameters andmatch profiles on the basis of compatibility in these areas

Big

5 C

ompa

tibi

lity

Step 1: Registration/Sign-up Step 2: Results Spot-check

On Registration/Sign-up, Users will besolicited for information on these 5parameters if they want to use thisfeature

The Big 5 Compatibility MatcherAlgorithm will then create a profilescoreThe score will be indexed in our

database & high compatibilityprofiles will be suggested to the user

Users can also requestspot compatibility checksfor profiles they findinteresting

Feature #3: Big 5 Compatibility Matcher

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Concept: Location based Connect App

Connect feature based on the Location based services concept. Users can downloadour app on their mobile phones or access it by liking it on FacebookIt will use our Connect features (Mesmerize me, Serendipity Lounge and Big 5Compatibility Matcher) to connect people on the basis of their proximity to eachother

mes

mer

ize

me

Step 1 Step 2 Step 3

Users will download the appon their smart phones oraccess it by liking it onFacebook

OR

Users can utilize our connectfeatures:

mesmerize me, Serendipity Loungeor Big 5 Compatibility Matcher

To find matches in their local area

Location: Delhi

Feature #4: location based Connect App

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Feature #5: Credibility Features

Concept: Credibility

The insights from the target group clearly state the need for safety and credibility ofthe other person. To be assured about the trustworthiness of users, our website willprovide the following features

Feature# 1 Feature# 2 Feature# 3

Mobile Number Verification

During sign-up/registration theusers would be authenticatedthrough mobile numberverification to preventmultiple accounts andfraudsters

Iovation Service

To detect & prevent fraudstersand habitual offenders fromharming our reputation we willtie-up with Iovation.

It captures a “digital fingerprint”of each device and establishes aunique device reputation that isstored in it’s shared network(650 million strong)

Active Users Only

Level of activity will be shown onusers’ profiles to differentiateghost users. Profiles which havebeen inactive for 3-6 months willbe shown as Inactive,6-12months as Dormant and morethan an year as Dead

• Active

• Inactive

• Dormant

Activity Status

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Other Features

Profile searching:Basic & Advanced with multiple criterion

Virtual Gift Shop Video Instant Messenger & Video chat SMS Connect

Winks & Pokes Local area search options Mailbox Past profile Views Contact imports Facebook Log-in

Other Features

Users can select from a plethora of relevant profile themes like F1racing, Harry Potter, James Bond, etc. The visual elements for theirprofile & virtual gifts range available for them will be from theirtheme. Men and women with similar interests can also easily connect

through this feature.

Theme based Profile

An end to end dating concierge will provide: Pre-date, Date & Post-date services by planning out thewhole day for customers through our tie-ups with complementary players like salons, beauty parlours,cab services and restaurants.

Dating Concierge

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Mock-Ups: Home Page

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Mock-Ups: Feature #1 mesmerize me

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Mock-Ups: Feature #1 mesmerize me (Details)

Ankit is Loggedin. His Activitystatus is: Active

Navigation Panel

User can post a new sentence or thought and get Mesmerized

User can view the replies to his updates

User can then select the best

reply and connect to that

user

Mesmerize me Panel:

Status lines from other

users would be displayed here.

Profiles of compatible

users would be shown

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Mock-Ups: Feature #2 serendipity lounge

User can use this feature by Answering the

Question of the Day

Once answered the system will

wait for matching answers

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Mock-Ups: Feature #2 serendipity lounge (contd)

As soon as matches become

available users are informed

via Instaupdates

Matching answers along with the users

is displayed with the option to

contact them

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Countdown

Launch

Accelerate

Engage

Invigorate

- 30 DaysAfter 12 Months

Up to 12 months

+ 30 DaysDay 0

Create Intrigue

Use Networks

Create Conversation

Awareness and Trial

Generate Buzz

Print Ads

Viral

Campaign

OOH Media

Launch Bus

Print Ads

Viral campaign

Refer a friend Online

conversations Success

stories

Radio

Celeb

Endorsements

Tie-ups with

restaurants

Radio Wall of Fame Mall

Activations OOH Media

Perennial Online Advertisement

Social Media Marketing

Strategic Tie Ups

Public Relations

Marketing Plan

Word of Mouth

Focu

s M

ed

ium

s

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Phase 1: Countdown

OBJECTIVE: Create intrigue around mesmerize me

Initially, shroud the brand in mystery and keep the audiences guessing as to what services or products are offered

This will help create Intrigue around the brand

Media > Print Ads | Viral Campaign | OOH Media

Newspapers:Times of India, Hindustan Times, Economic Times

Lifestyle Magazines:Cosmopolitan, Outlook, Vogue

Pamphlets:Distributed in specific regions

Behind bills:Movie tickets, Petrol bills, Radio Cab bills

Print Ads

Social Media:FacebookTwitterFour SquareStumble Upon

Viral VideoFunny videos to be released to social media for generating conversations

Viral Campaign

Malls:Posters on ElevatorsHoardings Danglers

StationsBus stopsMetro/Local stations

CabvertisementsMeru cabsQuick cabs

OOH Media

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Phase 1: Countdown (Contd)

What ‘s the new way tomesmerize?

Evolution of Dating

1950s 1980s 2000s 2011

Print Ads Hoardings/Banners

Theme: ‘Can you mesmerize me’To create intrigue about what is mesmerize me

Can be used as bookmarks for Lifestyle magazines

Placed at table tops in coffee shops and malls and restaurants

Behind bills and at major intersections

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Phase 2: Launch

OBJECTIVE: Generate buzz around mesmerize me

Create a bang on Launch Day with spectacular campaigns to get eyeballs And generate conversations around the Brand At the time of launch, questions and intrigue created around mesmerize me would be

answered through a set of ads

Media > Launch Bus | Print Ads | Viral campaign | Online Marketing splash

Launch Bus to be used in select metro cities:Delhi, Mumbai, Bangalore, Pune to grab eyeballs and generate free publicity

Launch Bus

Newspapers:Times of India, Hindustan Times, Economic Times

Pamphlets:Distributed in specific regions

Print Ads

Leverage social media:Release viral videos about mesmerize me and it’s benefits which are humorous and witty

Viral Campaign

Create a splash online on the day of the launch to maximize reach & create awareness Banner ads |Pop-ups | E-mails | Search Engine Optimization | Roll-over ads | Sponsored ad

Online Marketing Splash

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The new era of datingmesmerizeme.com

Evolution of Dating

1950s 1980s 2000s 2011

Phase 2: Launch (Contd)

Theme: ‘mesmerize me’Answer the questions asked during the countdown stage

Used in Print, Online, Viral and Bus campaigns

The objective of the phase is to create awareness and generate buzz

Viral videos and campaigns to create word of mouth

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This Bus will be a party bus, having lots of couples, who will move across the city in it distributing flyers.

Launch Bus: PARTY

Best Couple competition

DJ

Phase 2: Launch (contd)

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Delhi

Stoppages at major hangout places where the couples in the bus will “Date” together

Launch Bus: HANGOUT

PLACES

Select City Mall

Connaught Place

BangaloreMumbai

Palladium Mall

Bandra Market

InOrbit Mall

UB City Mall

Pune

Koregaon Park

FC Road

Phase 2: Launch (contd)

Best couple competition will beheld to encourage people toparticipate

Page 28: Directi Case Study Contest -  Team idate from MDI Gurgaon

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Phase 3: Accelerate

OBJECTIVE: Create Awareness and Trail for mesmerize me

Create a bang on Launch Day with spectacular campaigns to get eyeballs And generate conversations around the Brand At the time of launch, questions and intrigue created around mesmerize me would be

answered through a set of ads

Media > Radio | Wall of Fame | Mall Activations | OOH Media

Radio slots during peak travelling hours in:

>Delhi, Mumbai, Bangalore, Pune to spread awareness

> 10 sec slots between songs

Radio

Games on social media:Competitions would beorganized on social mediaproperties and winners wouldbe recognized on ‘mesmerizeme’ Wall of Fame

Wall of Fame

Balloons in Malls:Balloons with ‘mesmerize me’ logo would be placed in malls to grab instant attention

Mall Activations

Hoardings in malls would be displayed with ‘Mesmerize me’ campaigns Elevators and Escalators in prominent malls would be used for innovative campaigns

OOH Media

Page 29: Directi Case Study Contest -  Team idate from MDI Gurgaon

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Phase 3: Accelerate (contd)

Radio Campaign specific opinion leading cities• Delhi, Mumbai, Pune and Bangalore

Target Group : 18 to 30` years

Ideal part of week: Monday to Friday

Radio Partners: Red FM or Radio Mirchi

Radio Campaign

Plan A: “mesmerize me” through Songs

Slots between songs would be used to publicize ‘mesmerize me’

Plan B: “mesmerize me” on Air

Competitions will be organized on radio where one callercan give an incomplete line. Others can respond &complete the line. The best answer selected will win achance to go on a sponsored date with the originalinitiator

Idea: Competitions will be organized onsocial media sites

Incomplete line given every day to users who need to come up with witty or thoughtful ways to complete it

A winner would be announced everydaywho will become part of the Wall of Fameon mesmerizeme.com

Winners will be awarded a 2 week Free Trial Pack to the paid features of the website

Theme: Wall of Fame

Page 30: Directi Case Study Contest -  Team idate from MDI Gurgaon

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Balloons with ‘mesmerizeme.com’ stickers will be placed in hangout places for couples, in malls

Mall Activations: Balloons in Malls

Phase 3: Accelerate (contd)

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Phase 4: Engage

OBJECTIVE: Create conversations around mesmerize me

After sustained campaigns to create awareness and promoting trials Create specific campaigns to create conversations around the brand Embed topics in the Social Media to initiate conversations and monitor them

Media > Radio | Celeb Endorsements | Tie-ups with restaurants

Continue running the campaign launched in the previous phase

Radio

BTL activity in Malls/major markets:

Campaign to engage theaudience in meaningfulconversations with celebsengaged by ‘mesmerize me’ atmajor malls and markets

Celeb Endorsements

Tie-ups with key restaurants/coffee shops:Tie-up with key chains like Pizza Hut, Costa Coffee, Café Coffee day to leverage their reach

Tie-ups

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Idea:BTL activity in malls where celebrities

(eg. Gul Panag) will write an incompleteline on mesmerize me’s branded hugeboards.

And participants will be invited tocomplete the line and “Mesmerize Her”.The best replies selected will get achance to have a date with the celebrity

Theme : “Mesmerize over Coffee”

Idea:Certain featured profiles of the website wouldbe put up in the prominent coffee shops likeBarista, CCD, Gloria Jeans etc.

Along with a white board where incompletelines would be written. The patrons of thesejoints can complete the lines and best answerwill get a chance to win a sponsored datewith the featured profile at the same place

Phase 4: Engage (Contd)

Mesmerize the Celebrity Mesmerize Over Coffee

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Phase 5: Invigorate

OBJECTIVE: Use Networks and word of mouth to create mass appeal for mesmerize me

Leverage networks of existing users – referrals Create and focus on positive Word of mouth of existing users to create a mass appeal

Media > Online Referrals | Publicized Success stories | Sustained Conversations

Theme: Referral System

Idea:Users who refer our website to their friends & acquaintances would be given bonus pointsto spend on our paid services. Thus, create incentives apart from a great product togenerate user referrals

Referral System

Theme: Referral SystemIdea:Use the success stories of our website and how it helped connect soul mates using PR onmedia like: Website, Affiliates, Sponsored Ads, and magazines like HT Brunch, Cosmopolitan

This would help in the purposes of establishing our credibility & would remove the taboo ofonline dating and generate word of mouth

Success Stories

Page 34: Directi Case Study Contest -  Team idate from MDI Gurgaon

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Monetization

And of course: Google Adsense

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Facebook users in India in the age group 18-30 years(Nov 2011)

Single (a) 7.8 million

Undisclosed relationship status(b) 10.3 million

Total(a+b) 18.1 million

Assumptions:Optimistic estimates: a)3% of Target group on FB use memerizeme.com during first year b)6 % use mesmerizeme.com during second year

c)Singles and All people with undisclosed relationship are included

Moderate estimates: a)2% of Target group on FB use memerizeme.com during first year b)4 % use mesmerizeme.com during second year a

c)Singles and Half the people with undisclosed relationship are included

Conservative estimatesa)1% of Target group on FB use memerizeme.com during first year b)2 % use mesmerizeme.com during second year

c) Only singles are included

Facebook is currently adding around 2 million users / month in India)

Assumptions used for Monetization

Page 36: Directi Case Study Contest -  Team idate from MDI Gurgaon

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Feature Free Premium

mesmerize me Up to 5 usages unlimited

Serendipity lounge Up to 5 usages unlimited

Big 5 Compatibility Matcher No unlimited

Location Based Connect App No unlimited

Theme Based Profile No unlimited

Dating Concierge No unlimited

Advanced Profile searching ,Virtual Gift Shop, Video

Instant Messenger & Video chat, SMS Connect, Winks &

Pokes

No unlimited

Price/year Free Rs. 3000

Monetization#1: FREEMIUM MODEL

Basic Features available to all users while the following features available only to

premium users

• 10% of mesmerizeme.com users will go for premium accounts(Industry average)

• Price would be increased by 10% in the second year

• NPV Values are for two years

Optimistic Estimate

NPV: Rs.74.93 croreModerate Estimate:

NPV: Rs. 35.74 croreConservative Estimate:

NPV: Rs. 10.76 crore

Page 37: Directi Case Study Contest -  Team idate from MDI Gurgaon

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Monetization#2: DATING CONCIERGE

Customer chooses services and pays per transaction

to mesmerizeme.com

Customer gets a coupon of a scheme or discount

for the service used

Concierge of services like flowers, cabs and restaurants

1

2

• Price charged/transaction : 10% of transaction amount• Average size of transaction : Rs. 500• Only 10% of premium mesmerizeme.com users will use

this service and frequency of every second month• NPV Values are for two years

Optimistic Estimate: NPV: Rs. 69.6 lakh

Moderate Estimate: NPV: Rs.33.19 lakh

Conservative Estimate: NPV: 9.99 lakh

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Monetization#3: DATE ASSIST & ADVERTISE

Expert advice to build attractive profileHelp to present yourself in a better way usinghelp from dating experts. Increase the chances toimpress

Advertise your profile and make itFeature in more searchesHelp to reach more prospects and increase thechances of interaction

• Price charged : Rs. 1000/year• Price will be increased by 10% every year• Assuming 5% of premium mesmerize me users will go

for this service• NPV Values are for two years

Optimistic Estimate: NPV: Rs. 1.24 crore

Moderate Estimate: NPV: Rs. 59.5 lakh

Conservative Estimate: NPV: Rs.17.94 lakh

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And Obviously Google AdSense

Google Ad Sense is a free program that empowers online publishers to earn revenue by displaying relevant ads on a wide variety of online content

•Average revenue estimate : .40 $ / click•Assuming revenues only from premium users and a frequency of one click per month•NPV Values are for two years

Optimistic Estimate: NPV: Rs. 5.56 crore

Moderate Estimate: NPV: Rs. 2.65 crore

Conservative Estimate: NPV: Rs. 79.9 lakh

Excel Calculations for Monetization Models

Page 40: Directi Case Study Contest -  Team idate from MDI Gurgaon

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Organization structure

Managing Director

Director of

Finance

Accounting manager

1

Director of Engineering & Research

Engineering

Team

9

Product manager

2

Design Team

3

Testing

Team

2

Research

Team

2

Director of Marketing

Sales Manager

1

Marketing Manager

1

HR Head

HR Manager

1

Support Head

System Admin

1

Network Admin

1

Help Desk

2

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Profit & Loss Statement for 4 years

Rs. Lakhs

Year 2012 2013 2014 2015

Sales 859 3379 7754 14017

Salary 309.2 1351.6 3101.6 5606.8

Gen. Administration 120.3 405.48 852.94 1401.7

Sales & Marketing 223.3 574.43 1163.1 2102.55

Engineering and R&D 85.9 270.32 542.78 911.105

Support 68.72 236.53 465.24 841.02

Misc. 34.36 101.37 232.62 420.51

Depreciation 25.77 84.475 21.475 21.475

Net profit -8.59 354.795 1374.2 2711.84

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Thank You