DubRoo

where knowledge speaks and

wisdom listens

Ultimo Consigliere
Sayantan Mitra
Shilajit Das Gupto
Rajendra Prosad Banerjee

A. i. Crowdsourcing Strategy
School
Students

Target

Women

1.
2.

Targeting the sections who will be willing to dub

Structuring an incentive which will entice them
to dub

Partner with schools for SUPW projects related to

promotion of education for weaker section children

UG College

Internship in respective streams where videos are

required. For ex- Maths Hons stream for maths related
videos. Likewise for Social Science, Physics, et cetera

PG College

Live projects for short durations

Upper class

Advertisements in magazines and radios

Middle class

Multi-level marketing structure

Each of the levels is to be fulfilled at the lowest cost with

the highest incentives. For ex- school students will be
awarded certificates, UG college students a degree worth
the value and PG students an important CV point. Extra
incentives in terms of monetary value may be provided
which will still be cheaper than other mediums of sourcing
Advertisement being an expensive medium will have a
lower turnover than multi-level marketing. But the target
of the audience through advertisement is expected to
deliver better quality (although it cant be monetised)
which can lead to more viewership. Hence, if the ratio of
budget is 40:60 for advertisement to multi-level, the
turnover will be approximately in the ratio of 20:80

Direct Selling
(Companys
Salesforce)

Institutional

Indirect Selling
(Billboard,
Hoarding)
Personal Selling
(Intern
Salesforce)

Reaching
Masses

Indirect
Marketing
(Billboard,
Hoarding)

Individual

Multi-level
Marketing
(Incentive on
each new
addition)

Packaged Services indicate selling of dubbed

videos of either educational institutes or of any
other recreational organisations like Yoga, Religious
Preaching etc.
Selling of these services will also include Marketing
them at first, that in turn will benefit the offering
organisations

A. ii. Go-To-Market Strategy

1.
2.

GTM
GTM
Phases
Phases
Target
Target

Rural
Schools
and
Colleges

Urban
Schools

Urban
Colleges

Urban
Men and
Women

Product/
Service
Due to less
availability of
either money or
internet to
individuals, we
will offer Dubbed
Educational
Programs
Packages to
Educational
Institutes

Due to availability
of both financial
and technical
resources,
Individual as well
as packaged
educational
programs will be
offered

Rest of the
individual
consumers who
will be offered all
dubbed videos
including audio
books, religious
preaching etc.

Value
Proposition

A unique, for the

very first time and
one-of-its-kind
service offering.
Dubroo enables
them not only to
enhance their
knowledge base
through e-learning
from tutors around
the Globe but also
to become
computer literate.
Our service also
includes
recreational
activities in
peoples own
language.

Promotion

Through
internet
advertisement
s
Advertisement
s in billboards
and print
medias

Due to
paucity of
income of
individuals,
we will
restrict our
channels to
educational
institutes
only

Both
individual
and
institutions
can act as
channels
through
multi-level
marketing

Individuals
only through
multi-level
marketing

2
Pricing

Channel

Awareness
campaigns in
print media
Awareness
campaigns in
rural
educational
institutes

Awareness
campaigns in
educational
institutes
Advertisement
s on
educational
magazines

Define Target Markets

Chalk out go-to-market strategy for
each of them

As this segment
belongs to lowincome group we
follow Economy
Pricing (Low Price,
High Value)

Appoint
full time
marketing
and sales
personnel

As this segment
belongs to higherincome group we
follow Skimming
Pricing (High Price
at first then
gradual decrease)

As this segment
inculcates all sort
of consumers, we
will follow
Psychological
Pricing (Odd Price :
99, 199)

Feedback

24x7
helpline
number and
round the
clock
response
will provide
better
customer
retention,
new
product
developme
nt and
lastly to get
repeat
purchases

B. i. Interactive Website and

Including User Profile
Ways to a Interactive Website

Include
Include the
the option
option to
to
read
read website
website in
in
multiple,
multiple, especially
especially in
in
local
local Indian
Indian languages
languages

Allow Download
to Paid Users

1.
2.

Ways to more Interactive Website

Feasibility of Contributors Profile

Make
Make the
the website
website
Accessible
Accessible for
for
differently
differently abled
abled people
people

Feasibility of Introducing Public Profiles of Contributors

Introduce
Introduce
Video
Video
Tutorials
Tutorials
for
for new
new
Users
Users

Elevate
Elevate
Product
Product
and
and Service
Service
Offerings
Offerings

Emphasize
Emphasize on
on
Latest
Latest
Developments
Developments

Screen out gross

contents before
they are uploaded

Create a Common
Forum for
Contributors

AAll
uupp looww
llooaa uuss
ddss eerrss
uubb ttoo
ttiittll
eess

Easy
Tracking

We can use
a first party
login to
reduce cost

Mini
Tutorial

Multilingual

We
We Need
Need to
to include
include
Highlig
Public/Users
Public/Users Profile
Profile
ht
Recent
Increas
Update
e
Product
/
Service
Visibilit
y
Publish
Filtered
Content

Sense of
Ownership

Payment can
be made
electronically

Flexibility to Consumers can be provided by allowing

them to choose dubbing of a specific Contributor
based on his/ her profile

B. ii. Awareness and Exploring JV

Generating Public Interest

Generate Public Interest

Increase User Base
Explore JV Opportunities

Increasing User Base

As DubRoo is a completely new and one of its kind of service provider, first we need to build its Brand
A properly targeted campaign would generate public interest and also increase users base
A catchy tagline Knowledge Speaks and Wisdom Listens will also be of help
We can highlight the social cause it will cater to along with monetary benefits

Out-ofhome Ads

Cause Related
Marketing

It highlights how
public can become
socially
responsible by
making
educational
materials for the
needy

Multi-level
Marketing

It highlights how
public can make
some extra
monetary gain by
bringing in more
contributors

Consumer &
Probable Consumer
Follow-up

Special Promo
Offers for Early
Birds

Social media,
online Ads

Print-Media
Ads

DubRoo,
where
Knowledge
Speaks and
Wisdom
Listens

4
Exploring Joint Ventures

We are dealing in Service sector

We do not have our own original product, but are
enhancing what others have already brought out, As a
nascent organisation, we need access to new markets,
access to greater resources, more inputs from
professionals of the same field
Last but not least, our perceptual risk will also be shared

User Friendly
Website

Customized
Services

Highly Customized
Services like
packaged as well
as single ones to
cater to individuals
and Institutional
needs

BTL
Marketing

We can opt for

Below the Line
Marketing, where
we will distribute
Exercise books,
Pens, T-Shirts to
make more people
aware of DubRoo

It is to the best of our interest- we explore all opportunities of

Joint Ventures and enter into Strategic Alliances

Joint Venture Opportunities

1.
2.
3.
4.

1.
2.
3.

Educational Institutes

E-Learning Portals

Audio Book Sellers

Recreational Videos

C. i. Operational Challenges

1.
2.

Obstacles for online dubbing business

Effect on business model

Offerings diversificat
Cloud storage: Leasing or ownership?
Extracting videos: Real time or embedding?
How to develop interest & expertise of enthusiasts?
Privacy & security concerns
Provision for providing supporting script
Issues with copyrights
Suitable amalgamation between work & pleasure
Auto-dubbing or guidance possible & scalable?

Online presence

Impact of the
challenges

C. ii. Operational Solutions

through structure

1.
2.

Structural effectiveness
Value chain analysis

Supplier
Users
Finished
Availability
Portfolio
willmanagement
convention
products
be
of asked
support
will
to
will
team,
be
dub
taken
help
enhanced
from
outsourced
care
keep
videos
of
a&by
track
made
live
retail
& of
presence
oravailable
categories
customers
with subtitles
offor
linguistic
&&informed
help
our
within
specialized
inguides
payment
ausage
short period
offerings
through
making
leasedcontent
local gateways
monitoring possible

Dubbing meets karaoke

C. iii. Mobile venture

What going mobile gives us

Personalized offerings & generate potential revenue

1.
2.

Why mobile?
Targets generated & realized

Provide value, on-hand

D. i. Revenue
Generation Model

TOP
OF THE
PYRAMID

BOTTOM
OF THE
PYRAMID

1.
2.

They will be offered the FULL PACK MODEL

This section is for the affluent class of consumers
who are willing to pay a lump sum
Push the entertainment and recreation products
to this section who have the buying power
provided they derive quality and satisfaction
Drive more innovation in the product offering and
package design

They will be offered the STRIPPED DOWN

MODEL

Keeping in mind the needs of a major section of

the Emerging Market population like that of
India

Aimed at the lower section of the society

Packages stripped down into further bifurcations

No huge discounts, but product design will

make the product more affordable

OFFERING DESIGN
Minimum 313 minutes
video

Premium content
Video of
length above
33 minutes

Adoption of pyramidal structure as suggested by C

K Prahalad and identify the models for the strata
Design the product and its proposed revenue
model to define the revenue generation structure

The schools to be targeted will be mainly the rural schools and hence will be priced
competitively as they will be sold to the school principal, headmaster or course teacher
Also, considering the emerging markets needs, there will be a variety of products with
combination of various subjects according to the needs of the various Education
boards, schools and geographies
These videos will also need to be slightly fancy and need some foreign faces dubbed in
local languages to attract the children
These packages will be sold mainly to the college going students who have certain
amount of funds available with themselves
They will be ready to provide the slight premium over the school materials if the quality
is good and the videos add potential value to their learning process
The thrust will be on reducing the expense of private tuitions that college students bear
by substituting those learnings with the sessions of internationally acclaimed professors
and doctorates which can give a deeper learning and a wider exposure

PACKAGING DESIGN
Free Viewership on it
Video of
length 13-33
minutes

Super Premium Content

F
R
E
E
M
I
U
M

Computer
Science

History

Highest
revenue
generating
segments

YOGA

AUDIOBOOKS

B.COM

B.A.

LIFESTYLE
RELIGIOUS
PREACHINGS

For schools

Science

Maths

Geography

For colleges

Literature

B.TECH

B.SC

For recreations

D. ii. Alternate Revenue

Generation Model

1.
2.

Four models are proposed which can be used as

alternative sources of revenue
The models are designed to run simultaneously
with the main business model

Launching a paid app version

Sell user information

LIST OF BENEFITS

Map their movements through GPS tracking

on mobile phones
Mine the information on the applications
downloaded by user and their usage rate
Frequency of app usage for e-commerce
transactions, et cetera

It can be a potential revenue earner for the

company through selling the data mined
Dubroo can also use the data mined to
improve and modify its own offerings, prices
or even its business model if need be

Now get double dhamaka on

the paid version!!!
Pay Rs. *** and keep your app free
from any ads and also gain access
to all premium dubs for free

Promotion for the application

Enhancing the penetration in India since many
in rural India do not have access to desktop or
laptop computers
No advertisement on the application and
hence a better browsing experience for the
user
Getting the premium videos for free will be a
big boost for the users and this will increase
the usage
The increase in usage will lead to increased
subscription for the paid version and hence
generate greater revenues

Dub for self use model

Target the free CDs of text book publishing houses

Who has the best knowledge about the requirements of the students?

Pearson

McGraw Hill

Cengage

Oxford
Who is the best person to dub videos for their students?

P
U
B
L
I
S
H
E
R

Partner with the publishing houses

Dub the audios in the CDs in the local language
Distribute the product in the rural schools through the main model
Earn royalty
Gain reach in the rural areas
Diversify into multiple languages
Gain importance in the CD
products

WIN-WIN

Create a diversified product

portfolio
Develop quality products for the
rural and semi-urban markets
Gain a deeper footprint

D
U
B
R
O
O

TEACHE
R

Whose voice is the easiest for the students to recognize and connect?
1.
2.
3.
4.
5.
6.
7.

Allow teachers to select the video they wish to dub

Generate an English script of the video
Translate the script from English to the local language as
selected by the teacher
Charge the teacher for the service of translation and make
the consequent download of the video, free
Make the localised script available to the teacher
Play the video along with the subtitles with the video
running 2 milliseconds behind the localised subtitles
The teacher can read the subtitles and read to record

Is it easy for the

teacher to
remember and
dub a long lecture
if they wish to do it
themselves?

NO

D. iii. Capital Raising

Strategies

1.
2.
3.

Identifying the various sources of raising capital

Identifying new trends of funds for specific
purposes
Analysing the merits and demerits of each and
proposing a final structure

Merits

Different
ways to
raise capital

1.
2.

Cost of Capital

3.
1.
2.
3.
4.
1.
2.
3.
4.

Demerits

Easy to acquire large sums of capital

Industry experts, having deep
knowledge of specific markets provide
valuable guidance
No repay schedules

1.

Share of profit remains intact

Tax saving instrument
Repayment in small periodic instalments
from the periodic cash inflows
Full control over the operations with the
management

1. Mandatory interest payment even during

times of thin or negative profits
2. High securities need to be provided or
bonds are generally purchased by high net
worth individuals
3. Adequate provision for repayment of capital

These funds come at no cost

No dilution of control
No repay schedules
Proper utilisation of the funds by
companies intending to use it for
promoting education in the country

2.
3.

1.
2.

Very high costs in terms of high expected

ROI
Decision of investing is often a very long
process and requires lots of negotiations
Dilution of decision making control

Difficult to source since companies might

be unwilling to provide funds for a
commercial venture
Need to construct a model wherein
accountability of the CSR funds will be
established to the respective providers

1
0
The optimum cost
can be achieved if
there is a
combination of
sources used to
raise capital
instead of using
just one source.
In that way, not
only will it
diversify the
portfolio of capital
but will also help
during further
raising of capital
in future. Also a
loan from bank
will help improve
its credit line

Dilution of control
Mahindra Finance
using CSR money
to fund start-ups
(click here to read more)
New trend in India regarding
funding social projects. This
trend can be utilised to reduce
cost & optimize the outcome.
Dubroos model comes well
under the ambit of social
projects since it relates to
women empowerment as well
as promotion of education

Ventur
e
Capita
l

Debt
Funds

Charit
y&

PE
Fund
s

Bank
loan
s

Equity
Funds

Debent
ures &
Bonds

CSR
Fund

Cost free
funds

Proportion of
capital from
a particular
source is
indicated by
the size of
the
particular
circles

THANK YOU

Dubroo can grow to be the next big thing in India. The

aim should never be to go viral when the mission of the
company is to promote education, a dire need which
haunts the nation. It takes time to reach the top when
you strategize every step and go through every process
in an organic way. We firmly believe Dubroo can see its
way through to the top of the list in the education
sector in India. We, as their consultants would be glad
on such an achievement.

Team ULTIMO
CONSIGLIERE