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Your company Media Ant is…

• Contributing to the society by removing the gatekeepers called ‘media planning agencies’ – so your pitch is ‘freedom to select your media’.

• You are bringing the power that an advertiser has in online media to offline – by removing the barriers of understanding, availability and complexity of creating a media plan.

• You are bringing transparency to the media buying process by automating it completely.

You are probably the ‘Uber’ of Media Buying!

So, what can be the next big steps…

You are befriending as well as alienating Media Planning agencies.

They can instantly plan out their media needs using the site – seeing cost, availability, position, etc. but eventually, they will be without a job to do if all brand managers start using

your site directly.

So what is a Brand Manager’s job really? Keeping aside the frills of a JD?

I want all customers to come to me!

I want my brand seen everywhere!

I want my boss to be happy with me!

I want the business to grow so that I grow along with it!

But, I am not sure of the best media plan I can use.

I don’t have a unlimited budget for

taking up all outdoors.

I really don’t know what will make my boss happy!

I need someone to tell me that the decisions that I am

taking are right!

Media planners exist… because the brand managers are unsure of their own

decisions.

Media plans and complicated buying processes exist – because media planners

exist.

So the pain that you really solve…

For Brand Managers and SMEs:The problem is that of securing the best sites and advertising options and being sure of the fact that it is the best that

they can afford.

For Media Planners The problem of buying and securing media in time for each

client.

However, there is a single problem both are trying to solve

BRAND IMPACTBRAND MANAGERS

AND SME’s ARE TRYING HARD TO FIGURE OUT HOW

THEIR BRAND GETS EASILY RECOGNIZED

AND SOLD…

MEDIA PLANNERS ARE TRYING TO

FIGURE OUT WHAT KIND OF A MEDIA

IMPACT WILL JUSTIFY THE PERCENTAGE

INCREASE IN FEES … AS WELL AS KEEP THE CREDIBILITY OF THE

MEDIA PLAN INTACT.

So, how can solving the Brand Impact issue help you gain a bigger customer

share?

Let’s focus on the problem solving steps one after the other.

Brand Worry Solution TMA

Strategy

Why am I not getting more sales?

Possible cases that can help decode it

Feed with umpteen case studies (follow Hubspot strategy)

What kind of media can help me? Media Solutions Offer integrated

media offerings.

How do I monitor my media? Monitoring Strategy

Tie up with the media owners to offer a

monitoring strategy

How do I get feedback on my campaign?

Feedback loop from users and media

owners

Create a social connection between users and brands.

How do you achieve this?

Start with offering an integrated offering on Media Planning – where a user can easily find out the reach + effectiveness of a media plan simply by putting in his

requirement. For example – a media planner selects the TG + Area + Language + SEC and what comes out is a clustered list of the possible media offering (for example:

Mathrubhoomi+ 55 billboard locations + Television spots in Sun TV afternoon slot + full page ads in X Magazines. You already have parts of it.

Offer a Monitoring mechanism with micro level product enhancements. For example, tie up with the outdoor owners and

create a mechanism where they can upload daily photographs with dates and time of the sites where a campaign is on. Create a

complaint interfact – where a brand manager can complain if he sees an outdoor site being not properly managed.

Step 2

Step 1

Step 3

Offer an interface mechanism between users of the brand and the brand owners creating a conversation.

Why all the trouble? Ans: Revenue

Present revenue model:

Proposed revenue model:

1. Clustered offering adds to the existing revenue model by gathering high ticket sales per media vehicle

2. A regular monitoring mechanism means photos+videos get uploaded on a regular basis = additional storage pricing like dropbox (so media planners buy additional strorage from you for regular monitoring)

3. Additional services like Media Solutions+ Monitoring team etc can be added on for further revenue options.

4. Lastly, you might also branch out into social conversation to keep the conversation on from clients – and take a retainership for Brand Conversation duties.

Media owners offer products + Media Buyers buy the

product = Percentage cut of TMA

The company that you can follow

• Hubspot is a master when it comes to transforming naysayers to really engaged customers – through integrated product offerings that are not limited to the product.

• One of the early entrants in the social media conversation technology space – it has maintained a steady rise through several channels.

• Hubspot is a true knowledge Hub when it comes to social + media offering and has diversified its revenue channels into several quarters.

• It generated $77 million of revenue in 2013 and is valued at about $1.3 billion today.

That’s all for now!