FLOCK: Case Study

Discuss in not more than one page - the target market identification for this product in India

Describe target users and companies

Companies in knowledge and service industries such as IT, Consulting, Media, Healthcare,
Telecom, Research and exploration, which primarily operate through geographically
distributed teams and for whom collaborative communication defines success in every
project. In this landscape, we have to target large enterprises and SMEs that have either:
Traditional messaging systems already in place predominantly ad-hoc emails,
mailing lists, Hangouts, SMS, unofficial chat applications or private groups and pages
for office collaboration
Have a critical mass of user teams who find traditional forms of official
communication to be cumbersome and work-hindering
No centralized messaging or established team communication system yet
Target users in these companies would be primarily those who are part of the salesforce,
field-force, marketing, project management, service delivery, operations management etc.

What is the total number of possible target users in India?

Total Target enterprises: Appx. 25,000
Total Target enterprise users: Appx. 12,000,000

How did you arrive at this number?

Source: MSME annual report 2014-15

PARTICULARS
Number
MSMEs (who filled EM-II)
17,85,601
Proprietary Enterprises (95%) (Non-target)
16,96,320
Private and Partnerships (2%) (Target)
33,926
Manufacturing (31.79%) (Non-target)
Service (68.21%) (Target - and assumed to be 95% of
the total)
Large Enterprises (Metros and Tier 1 assumed to
be 5% of the total)
Total target Enterprises

10,785
23,141
1,217
24,358

Sources: BCG India Internet usage report 2015, IDC Enterprise mobility report 2015 and
NASSCOM report on IT Industry 2015

PARTICULARS
Number
Total Internet Users (as of 2015)
243,199,000
Active Social Media users
106,000,000
Pro-Professional Internet Users ~12,000,000

IT/BPM/Consulting industry
Other Industries
Target users

4,500,000
7,500,000
~12,000,000

What are the different ways you would you segment the market?
On the basis of type of users:

Large Enterprises (10,000+ employees)

Medium Enterprises (500 10,000 employees)

Small Enterprises (200 - 500 employees)

On the basis of geography

Metro Cities and IT hubs (NCR, Mumbai, Hyderabad, Bangalore,

Kolkata, Chennai) Maximum concentration of large enterprises and SMEs,
with mature IT and processes
Tier 1 cities (Pune, Kochi, Jaipur, Indore) Medium concentration of
enterprises

On the basis of industry verticals:

1. Primary

Banking, Financial Services and Insurance (BFSI)

Consulting and Business Services

IT and Telecom

Educational and Research Institutions

Healthcare

2. Secondary

Manufacturing

Retail and Wholesale

Energy

Media

Automotive

On the basis of nature of service:

On-Premise (Enterprise model)

On-Demand (SaaS model)

Which segments should we target first and Why?

We should target the large and medium sized enterprises simultaneously. Of these
enterprises, priority should be given to those organizations who dont have a centralized
messaging system or chat application in place. This will:
o Win a significant number of first-time users and without a massive effort
o Allow us to leverage their satisfaction ratings and brand evangelization on social
media and other channels
o Make other SMEs follow suit, if we have substantial testimonials from large
enterprises

Who should our Sales pitch in these organizations be directed at and why?
The sales pitch should be directed to the following stakeholders in the organizations of
respective segments:
o CIO, CTO and IT heads (large organizations) They are responsible for large org-wide
IT transformational initiatives and determining the strategic IT direction
o COO and Operations They have a view into vendor relationship management and
sourcing, where the app will have a large impact
o CEOs, Project Heads and large team leads (SMEs) In SMEs, a top-down approach
would work better, and working with the right teams matter
o Sales and Marketing heads (Large and SMEs) Any enterprise needs a seamless
collaboration in sales and marketing. The S&M team can be a brand advocate for the
rest of the enterprise.

Provide a bucket list of all the different marketing initiatives that you can
undertake during the year. You will be judged on your comprehensiveness,
creativity, practicality and feasibility of the ideas
Flocks popularity and usage is eventually the sum of all the experiences people have with
the brand online and offline. So we have to focus on campaigns that aim at boosting the
Net Promoter Score (NPS) - campaigns that get the word of mouth engine working through
every single customer touch point. The overall marketing plan should have the following
components:
ATL Campaigns

Digital Marketing
o Dedicated social media handles on Twitter and LinkedIn, along with targeted
campaigns to get the attention of business users and CXOs of budding young
enterprises

o Viral videos with simple, powerful messages on what Flock means to businesses
o Emailer campaign promprting people to visit flock.co, download and try Flock
Thought Leadership Publish interesting articles on content platforms and run a
regular company blog on the latest of what features Flock has to offer
Media Strong PR rolled out through key business journals/publications in the country.
CXOs are the target here.

BTL Campaigns
Road hoardings and Banners - Ads in business districts of metros/tier 1/tier 2 cities
for maximun coverage of target audience,with an intuitive message to try the app
Business Fairs and events Tie up with partners of popular business events, to rollout the event agenda, latest event updates and more to the registrants through the app.
This will get users hooked to the app
Internal Promotion Use flock within Flocks employee base, if not already in use. Use
the NPS metric to track the awareness of Flock, and its spread through word of mouth.

Your goal is to come up with 1-2 creative ideas of what such an invite
could look like to decision makers at the top 100 corporates in the country
1. Make Time for Life:
Aiming to create a nostalgic experience and bringing smiles to peoples faces, while
highlighting that that could go back to their former days with the time saved and increased
efficiency. This invite box would have childhood games/puzzles (refer attached images) that
arouse nostalgia and prompt people to talk and share it with friends and on social media.
The box would also have a brief about Flock, highlighting features like real-time
collaboration, simplicity and user-friendliness.

Invite:
Does work make you smile and lighten your day? Well, Flock certainly will!

Flock makes it easier for you to organize meetings, collaborate and even reminds you of
tasks to be completed so that you stay tension free. Increase productivity, avoid worry and
make time for life.
We invite you to XXXXX <event name> to get a real-time sneak-peek at our solution
Flock. And until you are onto Flock at work, enjoy our bubble busters and maze games and
post your victories on our social wall <twitter page>/<facebook page>.

2. The WoW factor

Couple the invite with the materials and instructions to build a holographic projector and
display surreal 3D images of birds flocking over the users mobile. This will definitely get
their attention.
http://www.telegraph.co.uk/technology/mobile-phones/11780393/How-to-turn-your-phoneinto-a-3D-hologram-projector.html
Invite:
Ever experience a sky of unlimited possibilities? You will, with Flock!
Flock helps you have makes it easier for you to organize meetings, collaborate and even
reminds you of tasks to be completed so that you stay tension free. Increase productivity,
save time and enjoy the little things in life
We invite you to XXXXX <event name> to get a real-time sneak-peek at how Flock can
work wonders for you. And before you come, we urge you to immerse yourselves in this
surreal flocking experience. Share your comments on our social wall <twitter
page>/<facebook page>

Blog
Weve been around for a while, helping enterprises communicate effectively by streamlining
office collaboration and business chatter. For many of you, Flock is already your buddy at
work. So we thought, why not add a couple of cool features to catapult Flock to being your
best buddy and official side-kick.

Who doesnt need reminding?

Whats that? Something youre forgetting? Not to worry! Today were releasing reminders
and the ability to set notifications of upcoming deadlines, meetings and events. That means
even more control over what you need to do and when, so you can take a little time to
yourself to finish priority work. You wont need your personal assistant anymore. Just as
easily, you can use this option right from your message box using the handy /reminder
command.
Fixing your to-do list
Sometimes, before a big feature rollout or a major event, you may have a big punch-list to
share with your team or keep yourself in check. Now, Flock lets you handle this with amazing
ease using the to-do option. You can create and assign new tasks to yourself or your team
members and track this list of tasks. Once completed, a task can be marked green and

everyone in the group is immediately notified. This allows great collaboration and lets
everyone pitch in on team tasks.
Meetings have never been simpler
No matter when or where, planning for a meeting always turns into a major undertaking. A
lot of last-minute mails and messages, update sharing and the hassle of coordination can be
quite the challenge. Thats where Flocks latest conference option comes in handy, helping
you stay on top of your org-wide meetings. Now you can organize face-to-face meetings on
the go. Just click the on the video link that appears on your conversation screen, and start
the conference where up to 7 people can join in. During a bandwidth crunch, you can still
conference with ease through the only audio option. Your team will always be on the same
page, with real-time updates through the live-screen share option.

Its time to Flock

Beyond the ideas covered here, Flock is designed for hundreds of other possibilities and will
host a myriads of features to make your work easier. More updates to follow, so stay tuned.
Once you are set up on Flock, you no longer need to worry at work just let Flock navigate
you smoothly for an amazingly collaborative, user-friendly experience.