Ezzai.com

Ezzai.com

Djoser Team

Why Ezzai.com» 86 Million Arabic Speaking Internet Users

[Dec 2011]» Growth in Internet between 2000 – 2011 was 2,501.2 % for

the Arabic Language.

» Copyright © 2012, Miniwatts Marketing Group.

Why Ezzai.com» We hypothesized that most Arabs are online

using English as the main language due to the feasibility of finding what they are looking for.

» Since, there are many Arabic Speaking Internet Users, and very few Arabic websites that are highly frequented… We decided to provide the Arab nation with a unique website resembling eHow that is totally in Arabic and targets Arabs.

Our Value Proposition

» We offer the BIGGEST Arabic website of How-to!!!

» Learning is in your mother-tongue» A unique website, that is easily surfed to

make learning easy» Learn at your pace at your place» Website will offer a community feeling as

Arabs around the world can post their own articles/videos on how-to topics.

» We’ll host regular competitions to encourage people to post articles/videos.

Ezzai.com

Our MarketThe total population is 372.370000 Million

people [UN estimation 2012].

On the average 57% of this population uses the internet.

On the average 37% of this population use social networks.

So we target this market segment - the users of social media ageing from 15-40 years

They are sectored as follows:

» 15 - 24 years old [54% of the social media users]



[http://www.insightsmena.com November 2010].

Competitors

» http://www.ekayf.com/» This competitor has mainly articles in a lot of

topics of how-to, there is no video content! Not many topics are covered!

http://www.ekayf.com/

Competitors

» http://www.fatafeat.com/ » This competitor has mainly articles in cooking,

with focus on female customers only!

http://www.fatafeat.com/

Competitors

» http://www.banaat.com/b/index.php

» This competitor has only females as their target group!

http://www.banaat.com/b/index.php

http://www.banaat.com/b/index.php

Competitors

» http://www.fatakat.com/» This competitor is perhaps the most successful

of all our competitors, targeting females and providing articles and videos in many topics such as Fashion, Cooking, Celebrities.

» The website has 12 million visits per month, and ranks as #9 in Egypt.

http://www.fatakat.com/

Different?

» Yes» We’ll be more inclusive!» We’ll target everyone!» We aim to be a site that is listed in everyone’s

favourite list!

Different?

» Quarterly Competitions in the Different topics with Sponsored Gifts to the Winners of best articles/videos posted!

» Yearly Prizes for most viewed and liked articles/videos!

Our Customers!

»To know them better, several surveys and face to face interviews were conducted!

Our CustomersGetting to Know their Net Use in General

»First, we wanted to know how our potential customers are already spending their time online.

»Face to Face Interviews were conducted with 43 people, most of the questions were open ended, so that the customer can talk freely and not be confined to our assumptions!

FemalesMales


»Our interviewees (5 males and 38 females) were college students and Graduate Student Instructors (GSIs).


»Results:» On average, they spent 6.3 hours online per day

(with a median of 4 hours).» When asked about the language they use while

being online, they answered…2

10

327

1

ArabicEither Arabic/EnglishEither Arabic/English (But Mostly English)EnglishEnglish/Japanese

Numbers indicate the number of people with this response!


» When asked about what topics do they search for in Arabic? Bar Chart shows our results. We grouped common things; so Music included answers such as old, new, religious chants, Sufi hymns, Islamic wedding songs!

Relig

ion

Music

Polit

ics

Never

Surf

in A

rabic

News

Fam

ous Pe

ople (I

n Hist

ory)

Cooking

Arabic

Writ

ers

Arabic

Novels/Sto

ries

Elec

tions

Arabic

Series

Arabic

Mov

ies

Carto

ons in

Ara

bic

Cream

s an

d Fac

e Mas

ks

Egyp

tian T

V Pro

gram

s

Poet

ry

Tran

slatio

n

Plan

ts

0

1

2

3

4

5

6

7

8

9

10

Number of Responses


»Results:» We then asked them for their favourite and most

frequented Arabic websites.We asked if it was possible to name at least 3 of them!This was to give us an insight as to which websites people liked most, and of course the content within them, all websites mentioned are in an Excel sheet along with the rest of the data. Our data also showed that a big number of this sample did not frequent a specific website on a regular basis. 23

10

6

3NoneOneTwoThree


» When asked about what they have learned from the net? 13 mention that they use the net mainly for Educational purposes - no surprise there as our sample was college students and GSIs!Again similar things are grouped, so Language includes people learning a new one plus someone who is interested in etymology!

Educ

ation

Lang

uage

s

Lear

nt N

othi

ng

Cooking

Relig

ion

Mak

e-up

Fash

ion

and

Style

0

2

4

6

8

10

12

14

Other things were only mentioned once, so are not shown here as there are a lot of them, such as knitting, photography, dieting, etiquette, drawing, magic, paper crafts etc!


»Results:» When asked about what they are mostly doing

online?Our results were as follows.

15

12

7

4

22 1

VideosReadingReading and VideosAll three!ListeningReading and Listen-ingListening and Videos

Our CustomersWhat do the Younger Generations Want?

» Face to Face Conversations were conducted with people younger than 15 years of age in sporting clubs.

» Their interests were mostly in Robotics, Space, Animal World, Aviation, Sports and of course Cartoons!

» They complain there aren’t that many materials in Arabic on the net.

» Their interest lies in knowing how things work in aviation, or in robots etc!

Our CustomersTesting their Preferential Topics in Arabic eHow

» 34 females and 6 males were shown the list of topics covered in eHow and asked to tick which ones they would regularly enter in an Arabic website of how-to

Home

Gardening and Plants

Landscaping

Interior Design

Home Improvement

0 5 10 15 20 25 30

Gardening and Plants

Landscaping

Interior Design

Home Improvement

0 5 10 15 20 25 30



Style

Fashion

Makeup

Hair

Skin

0 5 10 15 20 25 30

Fashion

Makeup

Hair

Skin

0 5 10 15 20 25 30



Food

Basics

Family Cooking

Daily Dishes

Entertaining

0 5 10 15 20 25 30

Basics

Family Cooking

Daily Dishes

Entertaining

0 5 10 15 20 25 30



Money

Saving and Spending

Real Estate

Careers

Your Business

Insurance

Retirement

0 5 10 15 20 25

Saving and Spending

Real Estate

Careers

Your Business

Insurance

Retirement

0 5 10 15 20 25



Health

Health Topics A-Z

Healthy Living

Fitness and Nutrition

0 5 10 15 20 25 30

Health Topics A-Z

Healthy Living

Fitness and Nutrition

0 5 10 15 20 25 30



Mum

Living Well

Family and Relationships

Education and Activities

Parenting

0 5 10 15 20 25

Living Well

Family and Relationships

Education and Activities

Parenting

0 5 10 15 20 25



Tech

Computers

Home Theatre

Mobile

Personal Electronics

Web

0 2 4 6 8 10 12 14 16 18

Computers

Home Theatre

Mobile

Personal Electronics

Web

0 2 4 6 8 10 12 14 16 18 20


» 33 females and 6 males were asked how would they prefer our website design!

Website Design

Modern Look

Classic Look

Vibrant Look

0 5 10 15 20 25

Modern Look

Classic Look

Vibrant Look

0 5 10 15 20 25


» 33 females and 6 males were asked how would they like our website content to be!

Content

Read Articles

Watch Videos

Both

0 5 10 15 20 25 30

Read Articles

Watch Videos

Both

0 5 10 15 20 25 30


» 33 females and 6 males were asked if the idea of an Arabic eHow is actually appealing to them and they would be future customers?

Arabic eHow???

Yes

No

Maybe

0 5 10 15 20 25 30

Yes

No

Maybe

0 5 10 15 20 25 30


» We had 34 females answer this survey compared to only 6 men!So we are hoping to get more data from Men! (And also from Women)!

Our Customers!Larger Audience Discussion

» We have attended “World Entrepreneurship Day 2012” organized by SIFE in Bibliotheca Alexandria where we had the opportunity to discuss our idea with a larger audience.

» The second session in that event was about “Business Model”.At first, Ms.Rasha, Project manager at TIEC (Technology Innovation and Entrepreneurship Center) asked the audience to suggest ideas to be used as an example in the lecture.

» A lot of the audience suggested their ideas as did we!

We introduced our idea which is to have a web app where people could find how anything in life could be done and the capability to add their knowledge also.The most important thing that it was all in Arabic not like any counterpart they might have seen before.

Our idea was the one voted for!


» We discussed several blocks in the canvas and we started collecting audience response on the idea and how they would like it implemented.

» Customer segment CS» They suggested that we should target

» Educated men and women in the ages (15 - 40) years old .» Class A and B Income people.

» Value Proposition VP» Quite easily accessible Tacit knowledge.» Arabic content with Crowd sourcing.» Highly rated answers may win money after a number of posts.

» Channels CH » Websites.» Email Campaigns.» Ads in Clubs and Cafes.


» Customer Relationships CR» Feedback.» Competitions and Prizes.» Live Chat with the visitors of our website.

» Revenue Stream RS» Sponsored links retaliated to the topic.» Freemium with fees if you needs your Questions to be answered

immediately from expert. » Make a paid opportunity for a company for a product that may be

the article is on to login the site as a representative for the company and clarify things about their product .

» Key Resources KR» Info providers.

» Key Activities KA» Answering Questions.» Marketing.

Website Name and Domain!» Because Ezzai.com was already taken, we

decided also to test several names and domains with our potential customers!

» 46 potential customers got to choose names they liked!

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Ezzai.com

Technology

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