Astro-Vision

Group - 3
 Astro-Vision

Launch of BankMate,
catering to the needs of
Launch of Astro-Vision’s the service cooperative
First astrology software banking sector

1984 1987 2007 2011 2015

Partnership Firm founded Revamping of

Joining of Pandrath indianastrologysoftware.c
by M.U Kuriakose and Ravindran Arjun as
P.V. Ravindran to Provide om,, company’s product
Managing director catalogue website
matchmaking services to
customers in Kerala
 Competitor Analysis
● Astrology market in India - $10 Billion. Highly splintered and unorganized
● Astrology industry growing at 17% year-on-year
● Top 5 companies: Astro-Vision, Parashara’s Light (PL), AstroSage, Ganesha Speaks
(GS) and Future Point (FP). However, they account for less than 1% of total revenue
combined
● PL was a leader in providing astrology software in Karnataka and AP
● PL’s software products were available in regional languages and primarily had a B2B
orientation
● AstroSage - formidable presence in Maharashtra & fairly popular up north
● Major source of income - ads from mobile apps
● GS - frontrunner in providing astrology consultancy and solutions to personal segment.
Strong base up north and popular abroad.
● GS recorded triple-digit growth in astrology solutions segment, but astrology
consultancy remained a mainstay
● FP - offerings in personal, retail outlet and astrologer segments. Good presence up
north. Major revenues from solutions, magazine subscriptions and ads. Revenues from
gemstones recorded highest growth
 Mobile application

• Developed apps for personal segment and astrologers.

• Apps were launched in many languages like Hindi, English, Bengali, Tamil, Kannada
etc.
• The product was offere in 4 variants super premium, premium, basic and free.
• Free users can opt for monthly subscription or can pay one time upgradation fee
• Astro vision was late to enter in the market for business to customer segment
• Biggest challenge was payment mode in personal segment as Indian consumers
don’t use
credit and debit card online.
• Astro sage gained an early mover advantage in personal segment and emerged as
volume
leader
 Services

• Started offering services through www.clickastro.com

• Free daily and weekly horoscope
• They started offering COD, where customers get printed detailed 63
page horoscope at their door step.
• Provided services to online matrimonial portals
• Astro vision launched net-direct, which promoted software as a service
(SaaS) through retail outlets
• These retails worked as kiosks for different bills
 Astrology Software Products Division
• Handled the development of astrology software for Desktop
and mobile devices
• This unit managed distribution channels for product
catalogue websites and built on SaaS models
• Astrology software – astrologers and mobile app – personal
users
• SaaS model was effective in catering to the audience who
are unwilling to invest the initial capex for purchasing the
software
• Product for Astrologers – priced 1500 to 30000 depends on
number of languages, amount of calculations and content
• Products – priced premium and not popular in northern
India
• Software promotion and distribution handled by a dedicated
field sales force and enquires by office telesales team
• Challenge – training and retaining the field sales team
Freemium
• 2010 - An innovative marketing strategy to
increase product penetration and sales
promotion
• Model – Basic version of software downloaded
for free
• Limited functionalities and satisfied users can
download full paid version
• Increased digital marketing efforts by SEO and
SEM
• 10 fold jump in sales from 2010-2014, free
version download – 2000
• Top 10 SMEs by Google in conjunction with
GOI from 45 million companies
Astro-Vision’s Products For Educational, Medical and Banking
Sectors
• IT services based on SDLC11(Software Development Life Cycle)
Easy Tech
 Educational software for
school children
 Lost focus
 Limited sales and
marketing resources
BankMate
 catering the needs of
service cooperative
banking sector
 Moderately priced
 Superior in features
 2011 product launched
but difficult to penetrate
into the market
KlinicMate
 clinical management
software for medical
practitioners
 Ahead of time
 Doctors were
comfortable using the
traditional means
indianastrologysoftware.com
 Focus shifted to Astrology
Software – 95% of revenue
 Launched in 2015
 Product catalogue website
makes it more SEO friendly
 Revamped website attracted
better traffic
 One step destination for
astrologers, business and
personal users
 Recommendations Contd.

Basic Version for free

give the basic version for free with advertising income and try to gain
more market share instead. 01

02
Collaborate then Create
Spinoff consulting business into another company to reduce the red-
tapes and develop the market accordingly. So that the workforce is not
confused or like properly managed

03
Pay per feature
Consumers can be given the choice of choosing a feature instead of
the entire premium package. The offerings should indeed be
customised without incurring extra cost.

Digital Marketing
The entire onus of marketing should be shifted on digital platform with 04
focus on SEO and SEM which proved successful in the past.
 Recommendations

Astrovision Consulting & Other projects

The departmentalisation of the company should be done in two one
solely dedicated to Astrovision and other for Client Solutions with proper 05
manpower in marketing team.

06
Assessing Higher Turnover
Significant capital is spent on training of salesman therefore proper
assessment and realistic target setting should be done.

07
Balanced focus on Astrologer & Customer in paid model
Unlike the current scenario consultancy offerings should be balanced
for both astrologers as well as customers thus increasing in cross
selling of other products as well.

Modes of Payment
COD as well as Buy on Credit or use now and pay later can be the 08
options ventured for consumers who have apprehension towards
online payment mode adoption.
Thank You