TRUE TALENT SPORTS
PRIVATE LIMITED
PRESENT S
CRICKET REALITY SHOW
WWW. TRUTALENTINDIA.COM
Objectives of the study
To assess the market opportunity in Cricket industry
To develop comprehensive strategy to capture market share
To analyze the feasibility of franchise model
To Develop a Franchise model & Franchisee Proposition
To set out a roll out plan
4
Industry Assessment: Cricket Industry
Industry Analysis
5
Industry Overview
Heritage
• India is the biggest sports market in the world and it has a long established sports
culture founded on its love of cricket.
Industry Size
• Cricket in India is a billion dollar industry, Board of Control for Cricket in India (BCCI) is
the richest cricket association in the world with a net worth of more than Rs 3,308.31
crore as in 2011-2012.
Multiple Revenue Sources
• Cricket is unquestionable India’s dominant sport accounting for the vast majority of
sport’s revenues whether TV rights, sponsorship or event.
Innovation attracting Investors
• Brand International Premier League India’s biggest domestic league will now on
generate a rejuvenated boost and which will attract colossal investors to invest in the
Indian Cricket Industries
6
Growing Trends
Spreading the
Reach
Powerful Per
capita spending
power
High Involvement
of Metros and
Celebrities
• Cricket dominates in terms of sponsorship, TV advertising and
personal athlete endorsements
• Indian sports TV audiences are on the up and spreading further out
from the cities and into the towns.
• India was now presenting itself as a land of opportunity with a
powerful per capita spending power and a huge emerging
middle class and multinational corporations were keen to tap the
market.
• For the first time Indians had a cricket team (IPL or the Indian Premier
League) to support that wasn’t the national team and franchises for
local cities such as New Delhi, Bangalore, Jaipur and Mumbai became
the celebrity as film stars and entrepreneurs scrambled to become
the new owners of these clubs
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Growing Factors
Huge Target
Group
Several Avenues
for Media
High Popularity/
Involvement
•
With a population of 1.2 billion people and booming economy, A rapidly
rising middle class with money and leisure time is forecast to drive huge
growth in consumer demand and bring real opportunities for sport
especially for Cricket.
•In the last ten years, cricket has turned out to be one of the fastest growing
industries in the world. Many sports and franchises have recognized this and
successfully tapped into this opportunity.
 The key driver behind this phenomenon is the captive audience that
the sport presents to media companies who are looking to broaden
their coverage to give them increased advertising revenue potential.
•
According to a survey report of SMG insight, Cricket is the most
‘Popularity and Participation of Sports in India’ on the basis of mention
below fact:
 85% of respondents watch cricket, on TV or in the media, with interest across
age groups, income and even gender with 76% of women following the sport
 62% play cricket at least four times a year
 The sport provides the top six events followed by the Indian Public, with
interest ranging from 53% (Tests) to 72% (IPL)
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Growing Factors
Easy to Play/
Wide Target Base
 The beauty of the game of course, is that all you need to play it is a plank of
wood and a rubber ball and this was one of the reasons why India took the
game to her very ample bosom and in millions alleys and on pieces of dirt
all over the country, Indian kids bowled and batted and dreamed of
representing their country one day in international cricket.
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•Country of 28 states.
•Country of 600 districts.
•Country of 6,000 sub districts.
•Country of 6 lacs villages.
•Country of more than 100 million
population.
World’s biggest democratic country accommodates more
than a dozen religions... Hinduism, Muslim, Christianity,
sikkhism and many more… but there is one religion which
has maximum number of followers… and that is
“Cricket”.
Yes!!! Cricket is the biggest religion in India.
Sports Marketing will touch $110 billion by the year 2009
So, here… We present
spotlight to those
hidden talents…
We present a brand
new unique reality
show to publish
hidden Indian cricket
talents to showcase
their game…
This format will be a
gateway to all those
talents coming from
narrow lanes of
different Indian cities
to the centre field
filled with cheering
spectators…
Gujarat
•State of 30 districts.
•State of 240 sub districts.
•State of 18500 villages.
•State of 7.5 lac face book users likes cricket .
•State of highest growth rate.
• per sub districts 11 + 5 players will be
selected , one team per sub district.
Open Registration:
Players will be welcomed on the basis of first come first
basis registration process. It will opened for 15 days only.
Selection Camp:
Registered players will be checked and groomed in
selection camp. Here selectors will scrutinize them and
they will come up with last 240 teams.
240 Teams
Selection Camp
Open Registration
All 240 teams will fight for title in below order, Each team
will be eliminated in mentioned nock-out round. But, our
television audiences can save individual player by SMS
voting. Audience Votes will help to save from becoming
escape-goat.
6th & Quarter
Final Round
4 matches
7th & Semi
Final Round
2 matches
2nd Round
60 matches
5th Round
8 matches
8th & Grand
Finale Round
Final match
3rd Round
30 matches
4th Round
15 matches
1st
Round
120 matches
Maharastra
•State of 35 districts.
•State of 318 sub districts.
•State of 22500 villages.
•State of 10 lac face book users likes cricket .
• per sub districts 11 + 5 players will be
selected , one team per sub district.
Open Registration:
Players will be welcomed on the basis of first come first
basis registration process. It will opened for 15 days only.
Selection Camp:
Registered players will be checked and groomed in
selection camp. Here selectors will scrutinize them and
they will come up with last 318 teams.
318 Teams
Selection Camp
Open Registration
All 318 teams will fight for title in below order, Each team
will be eliminated in mentioned nock-out round. But, our
television audiences can save individual player by SMS
voting. Audience Votes will help to save from becoming
escape-goat.
1st Round
159 matches
2nd
Round
80 matches
3rd Round
40 matches
6th Round
5 matches
5th
Round
10 matches
4th Round
20 matches
7th Round
3 matches
8th & Semi Final
Round
2 matches
8th & Grand
Finale Round
Final match
Delhi
•Expected Registration 10,000
•100 Teams will be identified.
•City of 5 lac face book users likes cricket .
•City of highest growth rate.
• per Pin code 11 + 5 players will be
selected , one team per sub district.
Open Registration:
Players will be welcomed on the basis of first come first
basis registration process. It will opened for 15 days only.
Selection Camp:
Registered players will be checked and groomed in
selection camp. Here selectors will scrutinize them and
they will come up with last 240 teams.
100
Teams
Selection Camp
Open registration
All 100 teams will fight for title in below order, Each team
will be eliminated in mentioned nock-out round. But, our
television audiences can save individual player by SMS
voting. Audience Votes will help to save from becoming
escape-goat.
5th
Round
4 matches
1st
4th
Round
50 matches
Round
7 matches
2nd Round
25 matches
3rd Round
13 matches
6th Semi Final
Round
2 matches
7th Final
Round
Final match
Business Plan – TPL : True Premier League
39
Fact Sheet
Name of the Company
True Talent Sports Pvt. Ltd.
Brand Name
TPL (True Premier League)
Years of Inception
2013
Registered Office
721,722, 7 th floor, international trade centre, majura gate, surat.
Details of Contact Person
Mr. Zahir Rana , 08767033030, ceo@truetalentindia.com
Industry & Segment Sector
Entertainment/ Sports
Geographical Presence
Mumbai based Company, Starting from Gujarat
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About TPL
TRUE PREMIUR LEAGUE
Concept
Process
Overall Plan
Major Revenue
Sources
•TPL is a state level cricket tournament where the promoters have planned
to promote cricket and provide platform to the regional crickets lovers who
are talented but are not getting a platform to demonstrate their talent
•Going to be a 20 over game where players will play and on the basis of
their performance will be selected for the next level.
•240 teams will qualified after the fitness camp and matches will be played
qualifying the best players for the next round which will be based on
audience voting system
•Franchisee will be sold for each district and franchisee will be selling the
teams and will also generate revenue by bringing various sponsorships
• The show will be conducted in 20 states starting from Gujarat spreading its
wings Pan-India in due course of time.
•Team Selling & Sponsorships
41
Summary of Various Phases of the Project
 Marketing: First 15 days will be spent on aggressive marketing inviting
15 days
Marketing
the participants/players, sponsors, franchisee queries, but the major
will be on participant registration.
 Whole State will be targeted during this phase, e.g.: 26 districts
in Gujarat (Est. no. of query: 24,000)
Registration
 Registration: Interested participant will registered for ‘FREE’. Marketing
will also help in communicating/registering sponsors/franchisee to a
15 days
Fitness
Camp
75 days
great extent.
Final
Matches
 Fitness Camp: 10 town fitness camp will be organized to shortlist 3600
players (240 teams) for the next round. Matches won’t be played in this
phase, but the performance will be judged by a panel.
 Final Matches: Total 240 matches will be played and each match will
bring forth 16 best players based on the voting system after each
match.
42
Phase I & II : Marketing the Concept & Registration
High Initial Investment
• Initially Investment will range up to INR 3 crore or more
Brand Communication
• Brand Communication should primarily focus on Participant Registration
• Should also highlight various avenues of Sponsorships and Franchise Opportunities
• Various Marketing activities such as Newspaper Ads, Radio etc. should be a part of initial
communication
Manpower Involvement
• A Team should be formulated with different responsibilities such as Creative Development, Marketing
Communication team, Tele-calling/Registration team
Back-office Tele-calling Team
• 24*7 tele-calling cum registration should be recruited for the entire event and also for the project
Event Management Team
• An Event Management Team can also be hired to execute the Project.
43
Phase III : Fitness Camp
Finding the Best Talent
• 15 days fitness camp will be conducted to judge the capabilities of players and it will be an
elimination round. Motive is to find the best talent and reducing number of players to 15 i.e.
11+ 4 per team.
Panel of Judges
• Highly experienced panel of judges will be appointed to choose the best out of the whole lot.
Execution
• Grounds will be taken on rent for the stipulated number of days, which will be based on the
number of applications
• All expenses during the phase, will be borne by the Brand owner
Zero Participation Fee
• True Talent’s recognition will not entail any fee from the Participants and the entry/registration
will be free of cost
44
Phase IV : Final Matches
Initial Matches
• There will be one team from each sub district i.e. total of 240 teams playing against
each other.
• After successful completion of first phase (120 matches), there will be reshuffling of
teams consisting of best players among those who played.
Match Broadcast
• Each day 4 matches will be played and their highlights will be broadcasted on TV
where players will ask for votes based on their performance for the day.
True Talent Identification
• Based on Players performance and Public voting, the next Phase (phase II: 60
matches)’s team will be finalized
Revenue Sources
• Revenue Sources for Brand Owner will be through Team Selling, Sponsorships,
Advertisements etc.
45
Player Selection Process
4. State Team Player
3. District Team Player
2. Fitness Camp
1. Registration
There will be rejection of player at each level and only top 30 players (2 teams)
will be able to make into the finals
46
Advertisement
My performance
of the day
Vote
for Me
•
•
After each game, each player will promote themselves on national channel and will ask for vote.
The player with maximum number of votes will be selected for the next level.
47
Revenue Sources
Recommendation on Revenue Options
Team Selling
Different Team Prices for Different Phases
Banners
Approx. 150 banner options per day
TV Ads
Revenue based on the time-slots sold to various brands
SMS Revenue
A part of revenue through SMS after sharing with the
Telecom Partners
Ground Ads
LED Ads
On going
LED Ads
Stall
Branding
Parking
Ads
Merchandising
Branding
Several branding options
Franchisee sales
Various Categories based on Franchise Fee
Title Sponsor &
Co-Sponsor
E.g.: Pepsi in IPL
Boundary & Sixes
E.g.: YES Bank Maximum in IPL
Others
On ground
Ads
E.g.: Digital Marketing Ads, Awards Sponsorship, Tech
Media Platform Sponsorship, Hospitality Sponsorship,
Travel Partner, Media Partner, ‘Powered by’
48
Establishing the Franchise Model for True Talent
Let’s assume Gujarat for the Implementation of Franchise Model
and the same can be replicated in the 20 states as per the vision.
Gujarat
Number Of
Franchisee
Total No. of Districts:
Total No. of Subdistricts:
Total Number of
Assumed Franchisee
From Gujarat State: 24
Franchise Fee & Margins
Franchisee
Category
Franchisee
Fee (INR)
Margin from
Generated
Revenues (%)
A
5 lakhs
5%
 The Parent Company will restrict the rights of Few of the
B
10 lakhs
10%
Products e.g.: SMS Revenue which will be sold directly
C
15 lakhs
15%
by the Franchisor (Brand Owner).
D
20 lakhs
20%
E
25 lakhs
25%
 All Franchisee will work at State Level and will generate
revenue by selling different products specified by the
Parent Company
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Establishing the Value Proposition for the Franchisee
Multiple Revenue Sources
• Team Selling will be the major source of revenue.
• Sponsorship selling
• Advertisement Selling and many more
Highly Incentivized Model
• All Revenue Sources will be based on the margin earned
• Franchisee will be paying a Higher Franchise fee to earn an higher margin
Hassle-Free Venture
• Franchisee is away from the hassle of executing the project
• Franchisee need to utilize his regional/national contacts to bring sponsors
and sell teams
50
Price of Teams (INR)
Round/Phase
Number of Teams
Price (INR)
I
240
2 lakhs
II
120
5 lakhs
III
60
9 lakhs
IV
30
19 lakhs
V
16
29 lakhs
VI
8
39 lakhs
VII
4
49 lakhs
VIII
2
99 lakhs
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Establishing the Value Proposition for Team Owners
Pre-Event Branding
• Branding in all communication on the day of match, e.g.: News paper advertisement, highlight
match between XYZ Cement and ABC Tyres
• Logo Placement in the communications
• Extra Promotion support can be given to a Team Owner higher than INR 40 lakhs e.g.: Exclusive
Half page for a particular team
On-going Branding during the Match
• Branding during various announcements
• Slots for LED Advertisements
• Few Banner Advertisements (No. should be based on the amount)
• Branding on Merchandise (Optional)
• Separate Section in the Ground for Team Owner Guests
• Pit near Boundary will be designed as per Team owner branding
• A 1 minute slot about the brand during commentary
Post-Event Branding Support
• Advertisement during TV Telecast
• Announcements and broadcast while TV telecast
52
Franchisee Profiling: Critical needs of the franchise traits..
Based on the observations of the franchisor expectations from the business. The ideal franchise
profile is as follows:
Influential
● Regional Influence will project him as
interface to corporates, politicians, real
estate developers or big business tycoons
● Financially stable investors/ Entrepreneurs
with keenness in the concept
Networking
Skills
Attributes of
Ideal
franchisee
profile
Similar
Profession
Marketing
skills
● Person with good networking skills
and business of multiple years will
help him to cross-sell sponsorship
or team selling as a product
● Person who is sport enthusiast or
from an event management
company can very easily reach to
the right TG for Sponsorship/team
selling
● In case franchisee is very strong in marking, he can
further help the franchisor in getting the vendors as
well as in communicating the idea in a right way.
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Roles & Responsibilities of Franchisee
Franchisee Sales
Sponsorship Sales
All territories will be open for Franchisee irrespective of district
All payment will be done in the name of Franchisor and Franchisee will get
the commission in 3 working days from the date of receiving the payments
Payment of Franchisee fee and adherence to the clauses mentioned in the
Franchise Agreement
54
Roll-Out Plan: Targeting the Top 20 states for the Entire Project
Starting Point: Beginning
with Gujarat, True Talent
Sports should establish a
successful prototype. Ideally
Himachal Pradesh
should test franchisee model
New Delhi in Gujarat before going out.
Jammu
and
Kashmir

Starting From Gujarat, the Company has an
aspiration to tap Top 20 states in the Initial Phase
Punjab
Arunachal
Pradesh
Haryana
Sikkim
Uttar
Pradesh
Rajasthan
Assam
Bihar
Madhya
Pradesh
Gujarat
Franchise India View point
Opening in clusters will give
 Greater operational control,
 Faster market development
 Focused Marketing Strategy &
lesser lead time
Jharkhand
Nagaland
Meghalaya
Manipur
Tripura
Mizoram
West
Bengal
Chhattisgarh
Immediate
Orissa
Maharashtra
Medium Term
Andhra
Pradesh
Goa
Karnataka
Kerala
55
Tamil
Nadu
Projection for business
in maharastra from
Ground ads Only (10*3 flex)
State franchise for 5 cre. Refundeble deposit.
Can offer margin of 10 % on total ad revenue from
ground ad which is 10*3 size flex board.
Total number of ad will be 150 per match on
ground.
Total matches will be 320.
So , total ad is around 150*320 = 48000 ads
Main Entry (Suggested)
BRANDING
BRANDING
Main Entry (Suggested) – 3D
View
Color
combi
nation
are
accor
ding
to
teams
This unique format will give a platform
to many aspiring players to get
noticed… and to be enlisted in India’s
popular players list.
Thank You!!!