Business Plan for

Ad Marketplace
Business Plan for
Ad Marketplace
Dhung Pvt Ltd 2014
i
2014
BUSINESS PLAN
DEEPA! P"ANA#! S$A"A%
D&UN' P#( L(D ) Manis* 'lo+al Mall! D,arka Sector 22! Ne, Del*i
Dhung Pvt Ltd 2014
-ontents
1. E/ecuti0e Su11ar2............................................................................................ 1
2. -o1pan2 Description.......................................................................................... 2
Pro1oters........................................................................................................ 2
Ad0isors........................................................................................................... 2
Ser0ices........................................................................................................... 2
Lon3 (er1 Ai1 of t*e Business........................................................................2
4+5ecti0es....................................................................................................... 2
S$4( Anal2sis................................................................................................ 2
6. Market Anal2sis................................................................................................... 6
Se31ents of t*is 1arket.................................................................................6
Print Ad0ertisin3 7 Ne,spapers! Ma3a8ines! Broc*ures! 9liers.........................6
4utdoor Ad0ertisin37Bill+oards! iosks! (rades*o,s and E0ents.....................6
Broadcast ad0ertisin37 (ele0ision! "adio and t*e Internet...............................6
-o0ert Ad0ertisin3 7 Ad0ertisin3 in Mo0ies......................................................6
Surro3ate Ad0ertisin3 7 Ad0ertisin3 Indirectl2.................................................6
Pu+lic Ser0ice Ad0ertisin3 7 Ad0ertisin3 for Social -auses..............................6
-ele+rit2 Ad0ertisin3....................................................................................... 6
Marketin3 Industr2 D2na1ics..........................................................................4
Ad0ertisin3 and Media : Entertain1ent Industr2............................................4
Social Media as a Strate32..............................................................................4
PES( Anal2sis.................................................................................................. ;
Pro<le of -o1petitors............................................................................................. ;
4.Marketin3 and Strate32....................................................................................... =
Pro1otion........................................................................................................ =
"ecent (rends in AD Industr2...........................................................................=
Social Ads Do1inate........................................................................................ =
;. Sta>n3 and 4perations...................................................................................... ?
Sta>n3............................................................................................................ ?
4perations....................................................................................................... ?
@.'o0ern1ent Policies and -o1pliancesA...............................................................B
=."e0enue Model.................................................................................................. 10
?. 9inancial State1ents.........................................................................................11
Appendi/A.............................................................................................................. 12
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Dhung Pvt Ltd 2014
1. E/ecuti0e Su11ar2
Ad Space deal is an online portal for Bu2in3 and Sellin3 ad spaces. (*is portal
,ould 3ro, rapidl2 since t*ere *as +een an increase co1petition in t*e
ad0ertise1ent industr2. -o1panies are co1in3 up ,it* ne, and inno0ati0e ,a2s
of to 1ake ad spaces *o,e0er t*e2 are <ndin3 it di>cult to <nd t*e ri3*t Ad
pro0ider to put an ad in t*eir space. (*ere *as also +een a tre1endous 3ro,t* in
ad space in t*e personal 0e*icle se31ent. #e*icle o,ners are read2 to place ads
on t*eir 0e*icles for 3eneratin3 re0enue fro1 t*e 0e*icle. -o1panies like
e1ifreecar.co1 are oCerin3 up to =;D E1i of t*e 0e*icle used.
In order to 1ake it easier for corporates to <nd t*e ri3*t a3encies at t*e ri3*t ti1e
and allo, consu1ers to <nd t*e ri3*t ad pro0iders for t*e spaces t*is portal *as
+een created. As ti1e pro3resses ne, s2ste1s like +iddin3 can +e +rou3*t in and
t*e portal could +eco1e t*e leadin3 ad space buyer seller market.
9inancial pro5ections s*ould +e su11arised and *i3*li3*ted.
Year 1 Year 2 Year 3
Sales 0 @400000 @400000E
Investment
2@?400
0
2@?400
0
0
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Dhung Pvt Ltd 2014
2. -o1pan2 Description
Pro1oters
A5it 'auta1 and Pra+*at Sin*a are t*e pro1oters for t*e +usiness at t*e ti1e of
,ritin3 t*is docu1ent.
Ad0isors
Shatrunjay Krishna ,ould +e t*e tec*nical ad0isor for t*e 0enture.
Ser0ices
AdSpaceDeal.co1 is an online portal for searc*in3 and co1parison of
Ad0ertise1ent Ser0ices for +u2in3 and sellin3 ad0ertise1ent spaces. Man2
industries! includin3 ad0ertisin3! are +eco1in3 saturated ,it* co1petitors and it
is +eco1in3 di>cult for diCerent co1panies to <nd t*e ri3*t oCerin3 for t*eir
product launc*es and 1edia ca1pai3ns. Due to co1petition t*ere is Fuctuations
in pricin3 packa3es for diCerent 1edia a3encies. (*is ,e+site is ai1ed at +ot*
co1panies ,antin3 to <nd t*e ri3*t ad a3encies and also *elps t*e 1arket price
sta+ili8ation. (*e online portal ,ould +e used +2 consu1ers to <nd and co1pare
prices of ad0ertisin3 a3encies.
#ision
(o +eco1e t*e leadin3 ad0ertise1ent
solutions searc* portal in t*e ,orld
4+5ecti0es
Brin3 on Board 2;0 Ad a3encies and ad space pro0iders per Guarter
"eac* a tar3et of 2000 paid su+scriptions at t*e end of t,o 2ears
S$4( Anal2sis
Strengths
High Flexibility being a start up
Siilar servi!es available in
the ar"et is less # $i!he
segent
%asily S!alable sin!e servi!es
are &nline
Weaknesses
Less 'an p&(er available
)(areness &* the idea is less a&ng
!ust&ers
Opportunities
+an be!&e !&plete ,2,
s&luti&ns sear!h engine
+an target pers&nal Segent
Threats
+&petiti&n *r& sear!h p&rtals
&-ering servi!es t& a br&ader
spe!tru &* servi!es
'edia !&panies s&eties have
their &(n p&rt*&li& &* servi!es and
ay n&t be (illing t& j&in
%asily repli!able business &del

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Dhung Pvt Ltd 2014
6. Market Anal2sis
Se31ents of t*is 1arket
Print Ad0ertisin3 7 Ne,spapers! Ma3a8ines! Broc*ures! 9liers
(*is popular ad0ertisin3 1ediu1 oCers options like pro1otional +roc*ures and
Fiers for ad0ertisin3 purposes! t*rou3* ne,spapers! 1a3a8ines! +roc*ures! etc.
4ften t*e ne,spapers and t*e 1a3a8ines sell t*e ad0ertisin3 space accordin3 to
t*e area occupied +2 t*e ad0ertise1ent! t*e position of t*e ad0ertise1ent Hfront
pa3eI1iddle pa3eJ! as ,ell as t*e readers*ip of t*e pu+lications.
4utdoor Ad0ertisin37Bill+oards! iosks! (rades*o,s and E0ents
4utdoor ad0ertisin3 is also a 0er2 popular for1 of ad0ertisin3 t*rou3* +ill+oards!
kiosks! and also se0eral e0ents and trades*o,s ,*ic* 1akes use of se0eral tools
and tec*niGues to attract t*e custo1ers outdoors. (*e kiosks not onl2 pro0ide an
eas2 outlet for t*e co1pan2 products +ut also 1ake for an eCecti0e ad0ertisin3
tool to pro1ote t*e co1pan2Ks products. 4r3ani8in3 se0eral e0ents or sponsorin3
t*ose 1akes for an e/cellent ad0ertisin3 opportunit2. (*e co1pan2 can or3ani8e
trade fairs! or e0en e/*i+itions for ad0ertisin3 t*eir products.
Broadcast ad0ertisin37 (ele0ision! "adio and t*e Internet
Broadcast ad0ertisin3 is a 0er2 popular ad0ertisin3 1ediu1 t*at constitutes of
se0eral +ranc*es like tele0ision! radio or t*e Internet. (*e cost of tele0ision
ad0ertisin3 often depends on t*e duration of t*e ad0ertise1ent! t*e ti1e of
+roadcast Hpri1e ti1eIpeak ti1eJ! and of course t*e popularit2 of t*e tele0ision
c*annel on ,*ic* t*e ad0ertise1ent is 3oin3 to +e +roadcasted. (*e radio 1i3*t
*a0e lost its c*ar1 o,in3 to t*e ne, a3e 1edia *o,e0er t*e radio re1ains to +e
t*e c*oice of s1allLscale ad0ertisers.
-o0ert Ad0ertisin3 7 Ad0ertisin3 in Mo0ies
-o0ert ad0ertisin3 is a uniGue kind of ad0ertisin3 in ,*ic* a product or a
particular +rand is incorporated in so1e entertain1ent and 1edia c*annels like
1o0ies! tele0ision s*o,s or e0en sports. (*ere is no co11ercial in t*e
entertain1ent +ut t*e +rand or t*e product is su+tl2 Hor so1eti1es e0identl2J
s*o,cased in t*e entertain1ent s*o,.
Surro3ate Ad0ertisin3 7 Ad0ertisin3 Indirectl2
Surro3ate ad0ertisin3 is pro1inentl2 seen in cases ,*ere ad0ertisin3 a particular
product is +anned +2 la,. Ad0ertise1ent for products like ci3arettes or alco*ol
,*ic* are in5urious to *eat* are pro*i+ited +2 la, in se0eral countries and *ence
t*ese co1panies *a0e to co1e up ,it* se0eral ot*er products t*at 1i3*t *a0e
t*e sa1e +rand na1e and indirectl2 re1ind people of t*e ci3arettes or +eer
+ottles of t*e sa1e +rand. -o11on e/a1ples include 9osters and in3<s*er +eer
+rands
Pu+lic Ser0ice Ad0ertisin3 7 Ad0ertisin3 for Social -auses
Pu+lic ser0ice ad0ertisin3 is a tec*niGue t*at 1akes use of ad0ertisin3 as
an eCecti0e co11unication 1ediu1 to con0e2 sociall2 rele0ant 1essa3ed a+out
i1portant 1atters and social ,elfare causes like AIDS! ener32 conser0ation!
political inte3rit2! deforestation! illiterac2! po0ert2 and so on. (oda2 pu+lic ser0ice
ad0ertisin3 *as +een increasin3l2 used in a nonLco11ercial fas*ion in se0eral
countries across t*e ,orld in order to pro1ote 0arious social causes.
-ele+rit2 Ad0ertisin3
Alt*ou3* t*e audience is 3ettin3 s1arter and s1arter and t*e 1odern da2
consu1er 3ettin3 i11une to t*e e/a33erated clai1s 1ade in a 1a5orit2 of
ad0ertise1ents! t*ere e/ist a section of ad0ertisers t*at still +ank upon cele+rities
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Dhung Pvt Ltd 2014
and t*eir popularit2 for ad0ertisin3 t*eir products. Usin3 cele+rities for ad0ertisin3
in0ol0es si3nin3 up cele+rities for ad0ertisin3 ca1pai3ns! ,*ic* consist of all sorts
of ad0ertisin3 includin3! tele0ision ads or e0en print ad0ertise1ents.
Marketin3 Industr2 D2na1ics
Marketers in India t2picall2 utili8e tele0ision! print and t*e Internet for 1arketin3
t*eir oCerin3s. So1e ke2 <3ures related to t*ese su+Lse31ents are 3i0en +elo,A
(*e Indian 1edia and entertain1ent HM:EJ industr2 3re, fro1 "s =2? +illion
HUSM 11.=4 +illionJ in 2011 to "s ?20 +illion HUSM 16.22 +illionJ in 2012! a
3ro,t* of 12.@ per cent. Indian 1edia and entertain1ent industr2 is e/pected
to 3ro, at an annual a0era3e 3ro,t* rate of 1?D to touc* "s 224; +n +2 201=
HSourceA -IILP,- 2016 reportJ.
(otal ad0ertisin3 e/penditure HAdE/J across t*e 1edia sector stood at "s 62=.4
+illion HUSM ;.2? +illionJ in 2012! ,*ile ad0ertisin3 re0enues 3re, +2 B per
cent.
Print continued to do1inate! accountin3 for 4@ per cent of t*e ad0ertisin3
re0enue at "s 1;0 +illion HUSM 2.42 +illionJ.
(ele0ision led in t*e M:E industr2 ,*ile ne, 1edia se31ents Hlike
ani1ationI#9NJ and 9il1s and Music se31ents also recorded discerni+le
3ro,t*. "adio is pro5ected to record a co1pounded annual 3ro,t* rate H-A'"J
of 1@.@ per cent in t*e period 201271=! post t*e roll out of P*ase 6 licensin3.
Ad0ertisin3 and Media : Entertain1ent Industr2
(*e Indian M:E industr2 is e/pected to 3ro, 12.4 per cent to 3arner
re0enues ,ort* "s B1!=00 crores HUSM 14.=B +illionJ in 2014L1;! accordin3
to an industr2 report. (raditional 1edia suc* as tele0ision! print and radio
continue to do1inate. &o,e0er! ot*er se31ents suc* as ani1ation! 0isual
eCects! <l1s and 1usic are Guickl2 3ainin3 acceptance due to t*eir
content and t*e ad0anta3es of di3iti8ation.
-on0entional 1edia suc* as tele0ision and ne,spapers re1ain t*e
1assesK preferred source for infor1ation and entertain1entO t*e2 account
for o0er fourL<ft*s of t*e ad0ertisin3 re0enue. &o,e0er! t*e Internet *as
3raduall2 +een increasin3 its s*are in t*e ad0ertisin3 pie. Spends on
di3ital 1edia *o0ered 5ust a+o0e 1 per cent of t*e total ad0ertisin3
e/penditure in 200;O in 2016! it stood at a respecta+le = per cent.
Searc* ad0ertisin3 catered for a+out 6? per cent H"s ?;0 crore PUSM
16=.14 1illionQJ of t*e total online ad0ertisin3 spend ,*ile displa2
ad0ertisin3 for1ed a si3ni<cant 2B per cent H"s @@2 crore PUSM 10@.?@
1illionQJ +2 Marc* 2016! accordin3 to t*e <ndin3s of RDi3ital Ad0ertisin3 in
IndiaK report conducted +2 t*e Internet and Mo+ile Association of India
HIAMAIJ and IM"B International.
Ad0ertise1ents on 1o+ile p*ones and ta+lets *a0e increased fro1 a = per
cent s*are in 9S 2012716 to 10 per cent of t*e online ad0ertise1ent
1arket in 9S 2016L14! ,*ic* a1ounts to e/penditure of around "s 260
crore HUSM 6=.1= 1illionJ. Social 1edia! e1ail and 0ideo ad0ertisin3
co1prise 16 per cent! 6 per cent and = per cent of t*e online ad0ertisin3
1arket! respecti0el2.
Social Media as a Strate32
Social 1edia is increasin3l2 +ein3 used +2 co1panies! +i3 or s1all! to
reac* out to potential consu1ers. (*e ad0anta3e of social 1edia is t*at a
+usiness can interact ,it* its custo1er in a closer! peerLtoLpeer 1anner!
so1et*in3 t*at is not al,a2s possi+le ,it* nonLdi3ital 1arketin3. Social
1edia is a uniGue instru1ent of co11unication t*at facilitates interaction
not 5ust +et,een t,o entities Ht*e co1pan2 and t*e consu1erJ +ut
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Dhung Pvt Ltd 2014
+et,een 1ultiple parties Hi.e. t*e co1pan2! its clients! stake*olders!
e1plo2ees! etc.J. $it* social 1edia! co1panies can create! sustain and
le0era3e connections and stren3t*en t*eir position in t*e 1arket.
PES( Anal2sis
Pro<le of -o1petitors
-o1petitors are Internet +ased 1edia co1panies. (*ere are a fe, portals ,*ic*
oCer t*e sa1e ser0ice as ours +ut 1ost of t*ese co1panies operate outside India.
Market S*are -o1panies co1petin3 in t*is do1ain are 3enerall2 startLup kind of
nature +ecause of relati0el2 ne, 1arket do1ain in ,*ic* t*e2 are operatin3.
Since all co1petitors are in internet +ased 1arket se31ent t*eir pro<ta+ilit2
patterns and 1arket s*are are not kno,n clearl2.
-o1petitors are split into t,o cate3oriesA
1. Direct co1petition oCerin3 si1ilar ser0ices online
2. -o1petition ,it* 0er2 speci<c tar3et 1arket and oCerin3s
-ate3or2 1A Direct -o1petition
No. -o1petitor -o1petition Le0elLBusiness Location
1
,,,.12*oardin3s.c
o1
Direct India
2
,,,.eatads.co1
Direct
India and Nic*e in
rest of Asia and US
6
,,,.an2adspace.co
1
Direct 9orei3n
=
Social actors!
India is relati0el2 a poor countr2 and
people ,ould +e ,illin3 to si3n up for
postin3 ad0ertise1ents on t*eir
0e*icles and +uildin3s to 3enerate
additional re0enue and pro0ide ad
space
Social actors!
India is relati0el2 a poor countr2 and
people ,ould +e ,illin3 to si3n up for
postin3 ad0ertise1ents on t*eir
0e*icles and +uildin3s to 3enerate
additional re0enue and pro0ide ad
space
"olitical actors!
-*an3es on 'o0ern1ent "e3ulations on
ad0ertisin3 locations and restrictions
,ould i1pact t*e ad space pro0iders
"olitical actors!
-*an3es on 'o0ern1ent "e3ulations on
ad0ertisin3 locations and restrictions
,ould i1pact t*e ad space pro0iders
#conomic actors!
&u3e co1petition in t*e ad0ertisin3 space
leadin3 to co11oditi8ation opportunities ,*ic*
can +e easil2 tapped +2 ,e+sites like ad space
deals
#conomic actors!
&u3e co1petition in t*e ad0ertisin3 space
leadin3 to co11oditi8ation opportunities ,*ic*
can +e easil2 tapped +2 ,e+sites like ad space
deals
Technological $actors!
Ne, #in2l printin3 *as +een on
t*e rise and printin3 costs are
decreasin3
Technological $actors!
Ne, #in2l printin3 *as +een on
t*e rise and printin3 costs are
decreasin3
Dhung Pvt Ltd 2014
4 ad0ertiise.co1 Direct 9orei3n
;
,,,.3lo+alad0ertis
ers.in
Direct 9orei3n
@ ,,,.ali+a+a.co1 4Cers All B2+ Ser0ices 9orei3n
= ,,,.india1art.co1 4Cers All B2+ Ser0ices India
? ,,,.tata+2+.co1 4Cers All B2+ Ser0ices India
B ,,,.tradeindia.co1 4Cers All B2+ Ser0ices India
10
,,,.asklaila.co1
Pro0ides Director2 Ser0ice L
'i0es 9ilterin3 as
additional Ser0ice
India
11
,,,.afaGs.co1
Pro0ides Director2 Ser0ice L
'i0es 9ilterin3 as
additional Ser0ice
India
12
,,,.auto,rapped.c
o1
Auto ads India
-ate3or2 2A -o1petitors ,it* 0er2 Speci<c (ar3et Se31ents
(ar3et
Se31ent -o1panies -o11ents
Passen3e
r
#e*icles ,,,.autoad0ertise1ent.in
cas*urdri0e.co1
-ar8ads.co1

,,,.e1ifreecar.co1
4Cer to pa2 =;D EMI of
#e*icle Loan! personal
Se31ent
,,,.paidtodri0eauto,rap.co1
,,,.drea1ersad0ert.in
rlotussindia.*pa3e.co1

Drea1ers Media : Ad0ertisin3 P0t.
Ltd. 4Cer to Pa2 #e*icle EMI
rlotussindia.*pa3e.co.in
Paper
-ups ,,,.papercups4free.in -oCee -up Ad0ertisin3
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Dhung Pvt Ltd 2014
4. Marketin3 and Strate32
Pro1otion
Adspacedeal.co1Ks strate32 is to attract ,e+site 0isitors s*ould +e supported +2 a
stron3 pro1otions eCort t*at co1+ines ad0ertisin3 and pu+lic relations strate3ies.
(*e pro1otional eCorts ,ill focus on +uildin3 +rand andT+u88Uaround t*e
adspacedeal.co1 na1e.
9or ad0ertisin3 t*e need is to create ,e+site presence across 1ultiple ,e+ +ased
1ediu1s o0er internet. Adspacedeal.co1 can use its eL1ail access to its
1e1+ers*ip to send pro1otional eL1ails a+out discount ads t*at 1eet t*e
custo1erKs needs. Adspacedeal.co1 1a2 also esta+lis* alliance partners*ips
orT*ot linksUon ot*er s1all +usiness ,e+sites! pro0idin3 a strea1 of re0enue for
t*e *ost for e0er2 custo1er 3enerated +2 t*at link.
"ecent (rends in AD Industr2
The ad0ertisin3 industr2 is a 3ood ,indo, to 1ake sense of t*e c*an3e t*rou3*
its 1essa3in3 and ca1pai3ns ,*ic* capture t*e c*an3es ,it*in t*e Indian societ2.
At a 1acro le0el! (# *as +eco1e t*e do1inant 1edia toda2 at 42D H6=D
in 200;J of t*e total ad spends! ne,spapers *a0e a s*rinkin3 s*are of t*e
pie at 6BD H4BD in 200;J and di3ital 1edia is 3ro,in3 rapidl2 V fro1 1D
in 200;! toda2 it attracts @D of t*e total ad spend. $*at is also apparent
is t*at 1ore and 1ore ad0ertisers ,it* a national footprint are tappin3 (#
as a 1ediu1O and 1ore local and re3ional ones are lookin3 at print. Not
surprisin3l2! t*e nu1+er of ads +2 t*e top 10 (# ad0ertisers is relati0el2
1ore concentrated t*an print. In 2012! t*e top 10 ad0ertisers contri+uted
21D Ht*e sa1e as in 2001J of t*e total ads on (# +ut in print t*e2
contri+uted 5ust BD H14D in 2001J of t*e total. (*e data also re0eals t*e
risin3 correlation of one 1ediu1 ,it* t*e ot*ers. 4ften (# c*annels use
t*e print 1edia to reac* out to t*eir audience. And di3ital 1edia uses (#
to populari8e itself and co11unicate ,it* its custo1ers
Social Ads Do1inate
(*e s*ift to social is not all t*at surprisin3! considerin3 t*e UPA
3o0ern1entWs focus on inclusi0e 3ro,t* and social spendin3. Social
ad0ertise1ents V ads related to social ca1pai3ns so far lar3el2
do1inated +2 t*e 3o0ern1ent V e1er3ed as t*e do1inant product
cate3or2 in +ot* print and (# in 2012. In 2001! t*e auto industr2 Ht,oL
,*eelersJ do1inated t*e product cate3or2 in print and toilet soaps ,ere
No 1 on (#.As social responsi+ilit2 initiati0es of co1panies increase and
t*e 3o0ern1ent ti3*tens its spendin3! t*e pri0ate sectorWs contri+ution to
social ad spends is e/pected to increase. So e/pect t*is cate3or2 to
1aintain its presence at t*e top of t*e *eap. (*e last decade *as seen a
Furr2 of 1er3ers Hand +reakLupsJ a1on3 +ot* MN-s and Indian <r1s!
,*ic* *as *ad a ripple eCect on t*e ,orld of ad0ertisin3.
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Dhung Pvt Ltd 2014
;. Sta>n3 and 4perations
9or t*e initial operations! for 3ettin3 people to si3n up a 1arketin3
depart1ent ,ould +e reGuired! t*is depart1ent can +e scaled do,n later as 1ore
people 5oin t*e portal and t*e +usiness +eco1es selfLsustainin3. An I( depart1ent
for +uildin3 and scalin3 t*e ,e+site and pro0idin3 support to t*e custo1ers and
sol0in3 t*eir Gueries. A 0eri<cation depart1ent for t*e ad spaces ,ould +e
reGuired for 0isitin3 t*e site and <ndin3 out t*e appro/i1ate nu1+er of
i1pressions t*at ,ould +e re3istered.
Sta>n3
Marketin3 Depart1entA
A fe, people ,it* ;L@ 2ears in 1arketin3 and sales ,ould +e reGuired
initiall2 to dri0e t*e 1arketin3 ca1pai3n and to train t*e ine/perienced lo, le0el
staC.
Eac* of t*ese persons ,ould +e leadin3 a separate tea1 of 6L; persons for
3ettin3 initial +usiness! i.e. 3ettin3 people to si3n up for t*e ,e+site and start
3ettin3 ser0ice. So in total it ,ould +e @L10 People. Initial assu1ptions is t*at
t*ere is onl2 one tea1 ,it* one tea1 lead.
(*e 1arketin3 depart1ent ,ould also +e responsi+le for identif2in3 ne, trends in
t*is sector and de0elop ne, ser0ices for t*e custo1ers so t*at they are
retained.
I( depart1entA
(*is depart1ent ,ould reGuire t,o or t*ree people ,it* one e/perienced
candidate. (*e depart1ent ,ould +e responsi+le for 1aintenance! update of t*e
ser0ices and also create ne, ser0ices in t*e ,e+ platfor1.
#eri<cation Depart1entA
(*is depart1ent could consist of ; or @ People for tra0ellin3 and 0erif2in3 t*e sites
+efore pu+lis*in3 on t*e ,e+sites. (*e 1ain purpose of t*e staC is to ensure t*at
t*e ad spaces co1pl2 ,it* t*e 3o0ern1ent rules and re3ulations. (*e staC could
also +e trained to collect t*e de1o3rap*ic infor1ation of t*e re3ion in ,*ic* t*e
ad space is placed so t*at t*is infor1ation could +e used later for accurate
tar3etin3 of ads.
4perations
"remises
Ad5acent pre1ises of D*un3 can +e *ired and used for t*e operations
#%uipment
Ser0er *ostin3 can +e outsourced a fe, co1puters ,ould +e reGuired to
trackin3 purposes
&ommunications $acilities
-ell p*ones for t*e #eri<cation and Marketin3 (ea1.
10
Dhung Pvt Ltd 2014
@. 'o0ern1ent Policies and -o1pliancesA
(*e parties t*at are si3nin3 up for t*e ser0ices ,ould *a0e to co1pl2 ,it* policies laid +2 t*e 3o0ern1ent. Since t*e initial tar3et 1arket
location is 3oin3 to +e in Del*i! so1e of t*e ke2 polic2 state1ents are listed +elo,A
Ma5or Policies aCectin3 4utdoor ad0ertisin3 in Del*iA
Del*i 4utdoor Ad0ertisin3 Polic2 200?
Section 142 to 14@ Del*i Municipal Act
Ad space deal ,ould also *a0e to keep updatin3 its policies in accordance ,it* notices sent out +2 t*e Municipal -orporation of Del*i
HAd0ertisin3 Depart1entsJ.
.he g&vernent als& ip&ses payents &n displaying advertiseent in !&er!ial vehi!les/ .hese have t& be ta"en int& a!!&unt (hile
appr&a!hing *&r ad spa!e pr&viders/
(*e Polic2 Docu1ent and pa21ent notices ,it* *i3*li3*ted points is attac*ed in t*e appendi/ section
11
Dhung Pvt Ltd 2014
=. "e0enue Model
(*e Business could +e e/ecuted in t*ree la2ers as eac* la2er 3ets successful t*e ne/t la2er could +e addedA
1. (*e ,e+site can start 3eneratin3 re0enue +2 1akin3 so1e of t*e services as paid after a year o$ $ree subscription. (*is is t*e
si1plest 1et*od and ,ill 3enerate t*e least re0enue a1on3st t*e ot*er approac*es.
2. (*e data+ase collected fro1 t*e surroundin3 re3ion ,ould +e *u3e after a 2ear and t*is can +e pitc*ed to lar3er clients and 1edia
a3encies and t*e co1pan2 could +eco1e an outsourcing partner.
6. (*e pro1oters could start an ad agency ,*ic* ,ould support full ca1pai3ns t*at are reGuired +2 t*e corporates. (*is ,ould
reGuire an additional depart1ent for desi3nin3 t*e ca1pai3ns and e/ecutin3 t*e1. (*e operation details of t*is point is not in t*e
scope of t*is docu1ent.
12
Dhung Pvt Ltd 2014
9inancial State1ents Sear 1 Sear 2

Sear 1

Sear 2
Inco1e
Per
Su+scri+er
Nu1+er of
Su+scri+ers
Per
Su+scri+er Nu1+er of Su+scri+ers
Paid Su+scription 0
100000
00 0 0 2000 ;000
(otal "e0enue 0
100000
00

-osts
EGuip1ent purc*ases Per Unit
No of
Units Per Unit No of Units
-o1puters for B0000 0 60000 6 60000 0
16
Dhung Pvt Ltd 2014
De0elop1ent
Mo+iles for Marketin3
tea1 20000 0 2000 10 2000 0
Misc E/penses 60000 60000
(otal
14000
0 60000
Sta>n3 Per Mont*
No of
Mont*s
No of
People Per Mont*
No of
Mont*s No of People
Mana3e1ent L
Marketin3
4?000
0 4?0000 40000 12 1 40000 12
Marketin3 StaC Salar2
?4000
0 ?40000 14000 12 ; 14000 12
De0elop1ent (ea1
14400
0 144000 12000 4 6 12000 4
#eri<cation (ea1
=2000
0 =20000 @000 12 10 @000 12
(otal
21?40
00
21?400
0
4perations
4>ce
SpacesH Si1ila
r to D*un3s
-urrent o>ce
SpaceJ
4>ce Space
6@000
0 6@0000 1;000 12 2 1;000 12
(otal
6@000
0 6@0000

(otal Pro<tILoss
L
2@?40
00
=42@00
0

14
Dhung Pvt Ltd 2014
(,o Sears (otal
4=420
00
1;
Dhung Pvt Ltd 2014
?. 9inancial State1ents
Assu1ptionsA (*e 1arketin3 tea1 is a+le to retain at least 2000 corporate su+scri+ers. All t*eir eCorts ,ould +e 1ade durin3 t*e <rst
2ear in 3ettin3 all t*e ri3*t co1panies on +oard.
(*e Inco1e state1ents for t,o 2ears are 3i0en +elo,. (*e 9inancials are done for t*e ,e+site paid su+scription 1odel 1entioned in
Section. Belo, 3i0en state1ents is at +est esti1ates and su+5ect to c*an3es.
1@
Dhung Pvt Ltd 2014
Appendi/A
'.1 (overnment "olicy
'.2 (overnment payment )otices $or &ommercial *ehicles
'.3 http!++,,,.davp.nic.in+)e,spaper-'dvertisement-"olicy.html
1=