Indie genes

EXECUTIVE SUMMARY.

INDIANS ARE MORE INCLINED TOWARDS READING NOW MORE THAN EVER.

EVEN THOUGH THERE IS A BOOM IN THE E-COMMERCE SECTOR,

BOOK HUNTING ONLINE IS OFTEN VERY CONFUSING.

# TAKES TIME TO FIND DIFFERENT VERSIONS SUCH AS PAPERBACK AND HARDCOVER AT THE SAME PLACE.# CONFUSION BETWEEN THE DIFFERENT RATES AS TO WHICH OPTION IS THE BEST.# BEST OF THE YEAR SECTION IS OFTEN CLUTTERED AND CONFUSING EVEN AT SOME OF THE PREMIUM WEBSITES

HERE’S A SMALL PROOF OF THAT

AS WE CLICKED ON INDIAN WRITING..

WE GOT THIS..

AND THUS, INDIE GENES TAKES THIS BUSINESS TO THE

OUR ANDROID APP IS BEAUTIFULLY CRAFTED AND IS VERY RICH & EASY TO USE

THE SEARCHING IS VERY SIMPLE WITH AN INBUILT OPTION TO FILTER BOOKS ACCORDING TO DIFFERENT CATEGORIES AND TYPES

WE ALSO PICK OUT THE BEST OPTION IN A PERTICULAR TYPE (PAPERBACK & HARDCOVER) TO MAKE IT QUICK.

OUR AGENDA IS TO REVIVE THE INDIAN LITERATURE AND WRITERS ALONG WITH ALL OUR EFFORTS

THUS WE MAINTAIN A DASHBOARD WHICH IS A CONSTANT SOURCE OF TRIVIA AND BLOGS FROM BOTH USERS AND OUR EDITORS.

WE ALSO SHIP A POETIC/LITERARY PAMPHLET AMONG OTHER INCENTIVES (CASHBACK) TO CREATE VALUE TO OUR USERS.

OUR BIGGEST COMPETITOR IN INDIA IS GOODREADS AND FLIPKART.

HOWEVER WE HAVE A MORE FOCUSSED APPROACH AND A PRODUCT BETTER SUITED FOR THE INDIAN MARKET.

OUR TARGET MARKET IS THE AGE GROUP OF 19-35 AND WE ALSO HAVE A CHILDREN’S SECTION IN OUR APP THAT WOULD INTEREST THE PARENTS & CHILDREN.

OUR MARKETING STRATEGY IS VERY AGGRESSIVE WITH EFFICIENT SOCIAL MEDIA MARKETING AND APP STORE OPTIMIZATION.

OFFLINE MARKETING WILL TAKE PLACE AT COFFEESHOPS & RECREATIONAL AREAS ALONG WITH SPECIAL EVENTS & MALLS.

OUR INITIAL ZONE OF OPERATION WILL BE THE DELHI-NCR REGION WITH SPECIAL EMPHASIS ON NORTH AND SOUTH DELHI

EVEN THOUGH WE ARE NEW PLAYERS OF THIS MARKET.

OUR AIM IS TO MAKE THE BOOK PURCHASE EXPERIENCE SIMPLE, RICH & JOYFUL

WE HAVE A POLICY TO MAKE SHORT TERM GOALS TO KEEP THE COMPANY FOCUSSED

IN THE FIRST SIX MONTHS WE AIM TO SELL 25000+ BOOKS IN DELHI ALONE AND CONNECT WITH 60,000+ PEOPLE VIA FACEBOOK AND OTHER SOCIAL MEDIA GIANTS.

AND GET OVER ONE LAKH DOWNLOADS OF OUR ANDROID APP IN A YEAR

MAJOR SOURCE OF OUR REVENUE WILL BE BOOK SELLING AND PREMIUM MEMBERSHIP IN OUR READER’S COMMUNITY

WE ALSO PROMOTE SHARING OF BOOKS AMONST USERS WHICH THEY PURCHASE FROM US TO DEVELOP A STRONG COMMUNITY. WE ALSO PAY THEM TO READ AND SHARE IN A WAY.

WE HAVE SOME REALLY INTERESTING IDEAS FOR THE READERS OF THIS COUNTRY AND WE AIM TO MAKE IT BIG IN THE INDIAN MARKETSPACE.

SITUATION ANALYSIS

THE TIMES COULDN’T HAVE BEEN BETTER FOR US

THE WORLD CULTURE SCORE INDEX RATES INDIANS AS THE TOP READERS WORLDWIDE

“Indians want to read books about their own history, problems and issues,”-VK Karthika (editor-in-chief, Harper Collins)

AND AN AVERAGE INDIAN SPENDS 10 HOURS PER WEEK READING.

THUS, ALL THE MARKET NEEDS NOW IS GOOD PROMOTION OF THE LITERARY GENIUSES AROUND THE WORLD.

WE KNOW THAT THERE ARE MORE EXPERIENCED PLAYERS IN THE MARKET.

BUT NO ONE DOES IT THE WAY WE DO IT

“WE PAY THE READER FOR THE BOOKS HE/SHE READS”

AND ABOVE ALL, WE TRY TO REVIVE THE INDIAN LITERATURE AND CULTURE

GOODREADS IS OUR BIGGEST COMPETITOR RIGHT NOW WITH 140 MILLION BOOKS TO OFFER AND THE AMAZON’S BRAND VALUE.

BUT WE HAVE A BETTER PRODUCT OFFERING AS COMPARED TO THEM

• OUR APP SHOWS RECOMMENDATIONS BASED ON BUYER’S PAST PURCHASE HISTORY

• WE GIVE CREDITS/CASHBACK TO THE CUSTOMERS USING WHICH THEY CAN

MAKE ANOTHER PURCHASE.

• WE OFFER PREMIUM MEMBERSHIPS WITH MULTIPLE BENEFITS

• WHEN A PURCHASE IS MADE WE SHIP A DECORATED POEM IN THE FORM OF A PAMPHLET FOR FREE

• WE LET THE BUYER DECIDE BASED ON EDITOR’S CHOICE LISTS AND THE VARIOUS AWARD WINNING TITLES LIST LIKE THE BOOKER’S & NOBEL PRIZE.

• WE LET YOU MAINTAIN A BLOG AND give you credits/cashback for it.

Initially we wish to target the age group of 19-35. But we have the capabilities to satisfy readers from any age group

Initially we wish to target the age group of 19-35. But we have the capabilities to satisfy readers from any age group

goals

INDIE GENES IS ALL ABOUT BOOKS AND REVIVING INDIAN LITERATURE

THEREFORE INTIALLY WE AIM TO REACH OUT TO AS MANY PEOPLE AS POSSIBLE.

OUR POLICY IS TO SET UP SHORT TERM GOALS AND ACHIEVING THEM IN STYLE.

SO INITIALLY WE HAVE 2 GOALS IN MIND

#1SELLING 25000+ BOOKS IN 6 MONTHS IN DELHI ALONE

#2EFFECTIVE SOCIAL MEDIA MARKETING AND REACHING 60,000 HITS ON FACEBOOK IN THE SAME TIME FRAME.

WE BELIEVE THAT THIS IS A GOOD IDEA AS SHORT TERM GOALS WILL KEEP US FOCUSSED.

ACHIEVING THIS WOULD BE A TWOFOLD PROCESS…

IN THE FIRST 3 MONTHS WE AIM TO SELL 8000 BOOKS.

AT ABOUT THE SAME TIME WE AIM TO ACHIEVE 27000 HITS ON OUR FACEBOOK PAGE THROUGH EFFECTIVE SOCIAL MEDIA MARKETING.

AND IN THE REMAINING 3 MONTHS WE WILL MAKE USE OF OUR MATURITY IN THE MARKET.

BY THIS TIME WE WILL HAVE CUSTOMER DATA AND EXPERIENCE THAT WOULD HELP US TAKE THE RIGHT STEPS.

THEN WE WOULD ADOPT ONLY THOSE METHODS THAT HAVE WORKED AND IMPLEMENT FRESH IDEAS.

AND FINALLY THROUGH OUR HARDWORK AND DETERMINATION ACHIEVE OUR HALF YEARLY GOALS.

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5000

10000

15000

20000

25000

30000

0

2

4

6

8

10

12

HALF-YEARLY SALES PLAN

OUR NEXT GOAL WOULD BE TO GET OVER ONE LAKH DOWNLOADS OF OUR APP.

STRATEGY

THESE ARE THE TIMES WHEN INDIAN WRITERS AND READING ARE GAINING GROUND IN INDIA

E-COMMERCE IS ALSO BECOMING POPULAR…

WITH EACH PASSING DAY

THIS IS A GREAT TIME WHEN AN APP LIKE INDIE GENES CAN SET IT’S FOOT IN INDIA

WE AIM TO SERVE ALL THE BOOK LOVERS IN THIS COUNTRY

WE START THAT MISSION WITH THE AGE GROUP OF 19-35 YEARS

OUR INITIAL ZONE OF OPERATION WILL BE THE DELHI-NCR REGION

OUR INITIAL SUPPLIERS INCLUDE:# AHUJA BOOK CO.# OXFORD BOOK STORE# LAXMI BOOX DEPOT

AND BECAUSE WE VALUE OUR SUPPLIERS,

WE WILL BE CHARGING ONLY 12% AS COMMISSION

WITH LISTING AND SUBSCRIPTION FREE

THE PAYOUT PERIOD WILL BE DISPATCH + 7 WORKING DAYS.AND WITH A COST OF RS 30/500 GM...

SHIPPING WILL THE HANDLED BY THE COMPANY

AND ONLY RS 3 WILL BE CHARGED FOR THE PACKAGING MATERIAL PER BOOK

OUR DISTRIBUTION SERVICES ARE:# INDIA POST# FIRST FLIGHT

THESE ARE THE BEST CHOICES BECAUSE OF THEIR WIDE NETWORK AND AFFORDABLE RATES.

THE NORMAL RATES FOR INDIA POST AND FIRST FLIGHT ARE RS 30/500 gm & RS 35/500 gm respectively.

BUT WE AIM TO BRING THAT DOWN BY PROMISING 25000 UNITS OF SALE FROM DELHI ALONE.

THROUGH ALL THIS,

WE AIM TO POSITION OURSELVES AS THE MOST UNIQUE BOOK SELLERS AMONGST OUR CUSTOMERS

WE ARE THE COMPANY THAT “PAYS IT’S CUSTOMERS FOR READING AND BLOG WRITING”

WE WISH TO INCULCATE THE FEELING THAT WE ARE WORKING FOR A GREAT AND NOBLE CAUSE AMONGST OUR WORKFORCE…

AND THIS IS THE MOST UNIQUE WAY OF DOING THIS BUSINESS.

tactics

INDIE GENES IS A FREE ANDROID APP THAT HELPS YOU IN BOOK HUNTING

FOR EVERY BOOK THAT YOU BUY FROM US WE SHIP A POETIC PAMPHLET FOR FREE

WE HAVE A DASHBOARD SECTION IN OUR APP THAT SHOWS THE BLOG POSTS OF FAMOUS CELEBRITIES, OUR EDITORS AND THE OTHER USERS

AND AMONG OTHERS WE ALSO PAY INCENTIVES TO THE USERS WHO CONTRIBUTE TO THE DASHBOARD SECTION BY WRITING BLOGS AND ARTICLES

AND FOR THAT WE INTRODUCE, THE MONEY POOL

WHEN A USER FIRST DOWNLOADS THE APP, RS 40 IS AUTOMATICALLY TRANSFERRED TO HIS POOL. THE MONEY IN THE POOL CAN HELP THE USER BUY BOOKS.

FOR EVERY 2 BOOKS THAT THE USER BUYS (NOT NECESSARILY TOGETHER), WE DELIVER RS 30 OR 10% OF THE COSTLIER BOOK, WHICHEVER IS LOWER INTO HIS POOL.

SIMILARLY WE REWARD THE CUSTOMER FOR HER BLOG POSTS, DOWNLOADS CAUSED BY HER (INVITES) AND ON HER BIRTHDAY WITH VARYING AMOUNTS.

NOW WE WISH TO PROMOTE READING IN THE COUNTRY…

THUS WE INTRODUCE THE CONCEPT OF SHARING IN OUR READER’S COMMUNITY

WE HAVE A CHAT SECTION IN OUR APP WHICH YOU ENTER USING A USERNAME AND CONNECT WITH YOUR FACEBOOK FRIENDS AND READERS NATIONWIDE.

BASED ON A USER’S READING PREFERENCES WE SHOW PEOPLE IN THE SAME STATE AND OTHERWISE WITH WHOME HE CAN SHARE HIS BOOKS

AND WITH EACH SUCCESSFUL DONATION THAT A USER MAKES WE DELIVER RS 15 INTO HER POOL.

IF A USER WANT TO SHARE THE BOOK IN THE SAME STATE, THE COMPANY HANDLES THE COURIER CHARGES.

OTHERWISE FOR INTERSTATE SHARING, THE USER HAS TO BEAR THE COURIER EXPENSES

WE UNDERSTAND THAT THIS CAN REDUCE OUR REVENUES…

BUT WE AIM TO STRIKE A DEAL WITH OUR DISTRIBUTION SERVICES TO BRING THIS DOWN BECAUSE THIS SCHEME ALSO PROMOTES THEIR BRAND.

WE ALSO GIVE UTMOST PRIORITY TO THE USER’S PRIVACY.

AND AT NO POINT WILL A SHARING DISCLOSE ANY PERSONAL DETAILS OF A USER

9 MONTHS DOWN THE LINE…

WE INTRODUCE, PREMIUM MEMBERSHIP WHICH WOULD DOUBLE THE CASHBACK (POOL) BENEFITS.

WE WILL ALSO GIVE AWAY SPECIAL GIFTS AND FREE COUPONS FOR EACH PURCHASE MADE BY A PREMIUM MEMBER.

AND AT THIS POINT WE SLIGHTLY REDUCE THE POOL BENEFITS GIVEN TO THE NON-PREMIUM MEMBERS.

PREMIUM MEMBERSHIP WILL COST:

# RS 100 FOR A QUARTER

# RS 200 FOR A SIX MONTH MEMBERSHIP

# RS 300 FOR A YEARLY MEMBERSHIP

AS SOON AS THE USER BECOMES A PREMIUM MEMBER, RS 30, 40 & 55 ARE CREDITED TO HIS POOL RESPECTIVELY FOR QUARTELY, HALF-YEARLY AND YEARLY MEMBERSHIP.

THROUGH ALL THIS WE AIM TO REVOLUTIONIZE THE READING EXPERIENCE OF THIS COUNTRY BY BECOMING THE BRAND WHICH “PAYS YOU FOR READING”.

AND WE WISH TO REACH OUT TO MAXIMUM NUMBER OF PEOPLE THROUGH EFFECTIVE SOCIAL MEDIA MARKETING AND OFFLINE MARKETING AT CLUBS, COFFEHOUSE ETC. TO ACHIEVE THIS.

Implementation plan

The company WILL consist of 7 members initially

These include:3 marketers2 app developers2 bloggers/content writers

MARKETERS HAVE THE RESPONSIBILITY TO COME UP WITH AN EFFICIENT DISTRIBUTION NETWORK.

INITIALLY WE HAVE 2 SUPPLIERS BUT MARKETERS WILL LOOK FOR THE BEST IN BUSINESS..

..CONTINOUSLY

WE PLAN TO LAUNCH THE APP ON 1ST AUGUST 2016 AND AIM TO FINALIZE OUR SUPPLIERS & COURIER SERVICES TO ENTER A ONE YEAR CONTRACT TILL 15TH SEPTEMBER 2016.

THE APP DEVELOPMENT AND SOCIAL MEDIA MARKETING WILL FALL UNDER THE JURISDICTION OF DEVELOPERS AND CONTENT WRITERS RESPECTIVELY.

WE AIM TO GET 60,000 HITS ON OUR FACEBOOK PAGE IN SIX MONTHS.

AND 40,000+ DOWNLOADS OF OUR APP IN THE SAME TIME.

AND THIS WOULD BE TIME WE ROLL OUT THE APP UPDATE FOR PREMIUM MEMBERSHIP.

LET’S TALK ABOUT OFFLINE MARKETING NOW,

SINCE OUR TARGET SEGMENT COMPRISES THE AGE GROUP OF 19-35 & OUR INITIAL LAUNCH WILL BE IN DELHI,

WE WILL START OUR MARKETING WITH NORTH & SOUTH DELHI AS THE TARGET SEGMENT IS MOSTLY CONCENTRATED HERE.

WE WILL LEAVE A FEW BESTSELLERS AT COFFEHOUSES WITH OUR BANNERS FOR COMMUTERS

WE WILL DISTRIBUTE OUR PAMPHLETS WITH FAMOUS NEWSPAPERS THAT ARE POPULAR AMONGST OUR TARGET SEGMENT.

WE WISH TO SPEND THE MAJOR PART OF OUR SEED FUNDING ON MARKETING TO REACH OUT TO MAXIMUM NUMBER OF PEOPLE.

FOR THIS WE AIM TO TELECAST OUR FIRST RADIO AD ON 15TH SEPTEMBER 2016

WE WILL ALSO SPONSOR AND ADVERTIZE OUR BRAND ON SPECIAL EVENTS SUCH AS YOGA MEETS THAT MATCH OUR PROFILE, ALONG WITH DISTRIBUTING HANDOUTS OUTSIDE COLLEGES & MALLS.

AND THROUGH ALL THIS WE TRY TO REACH OUR GOAL OF OVER ONE LAKH DOWNLOADS IN A YEAR.

DISCLAIMERCREATED BY SAMEER TIWARI, NIT RAIPUR DURING AN INTERNSHIP UNDER PROFESSOR SAMEER MATHUR, IIM LUCKNOW.