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 7 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) 8 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. 9 •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, firstname.lastname@example.org Industry & Segment Sector Entertainment/ Sports Geographical Presence Mumbai based Company, Starting from Gujarat 40 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 49 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 51 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. 53 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!!!