Learningsf r o m t h e T r a c k

BabyCenterin India

Tough task

Daniel Pink

4 Word

Talk less. Listen more.

1 2 3

What is BabyCenter?

1 2 3

I will Listen

1 2 3

The Learnings

© BabyCenter LLC. Confidential. All rights reserved.

Elevator Speech

What is BabyCenter?BabyCenter is the leading website that nurtures new and expectant moms. We help moms gather the confidence they need to be truly great parents. Moms come to us to learn from experts on pregnancy and parenting, connect and share with other parents, and shop in our online store. Moms tell us that they are constantly amazed by how remarkably “right” we are about their needs and experience, and by the way we combine expert information with real-life-tested mom advice.

How does it all add up?

Publisher

Monetizes the ecosystem

Faceless

8 Metro

19 Cities

396 Towns

4,738 Peri Urban

6,38,365 villages

>5 mn 8%

10%

7%

!"#

Urb

an 3

0%70

mn

HH

Rura

l 70%

164

mn

HH

Source : Census Projections 2010

Where does she live?

5%

Population

1 - 5 mn

0.1 - 1 mn

10k-0.1 mn

< 10,000

India live in villages70%

will continue to live in villages65%

Healthcare Professional

Media (Radio & TV)

Pharmacy

Family & Friends

NGOs/SHGsReligious

Institutions

Public Healthcare System

Schools

Internet

MobileFamily & Friends

Mass MediaPharmacy

Medical InstitutionsMedical Professional

Schools

By the time we !nish...

38,000

Vast Library of Information

Vast Library of Information

Defined Customer

Vast Library of Information

Defined Customer

A New Channel

Sit down and listen to us

Sit down and listen to us

Open Your Idea Boxes

Let Me Take You Back

8 Metro

19 Cities

396 Towns

4,738 Peri Urban

6,38,365 villages

>5 mn 8%

10%

7%

!"#

Urb

an 3

0%70

mn

HH

Rura

l 70%

164

mn

HH

Source : Census Projections 2010

Where does she live?

5%

Population

1 - 5 mn

0.1 - 1 mn

10k-0.1 mn

< 10,000

8 Metro

19 Cities

396 Towns

4,738 Peri Urban

6,38,365 villages

8%

10%

7%

!"#

Source : Census Projections 2010

Metropolitan India

5%

8 Metro

19 Cities

396 Towns

4,738 Peri Urban

6,38,365 villages

>5 mn 8%

10%

7%

!"#

Urb

an 3

0%70

mn

HH

Rura

l 70%

164

mn

HH

Source : Census Projections 2010

Metropolitan India

5%

Population

1 - 5 mn

0.1 - 1 mn

10k-0.1 mn

< 10,000

INDIA I• Capability to finance its healthcare

needs

• Access to insurance

• Serviced by organized private sector

8 Metro

19 Cities

396 Towns

4,738 Peri Urban

6,38,365 villages

8%

10%

7%

!"#

Source : Census Projections 2010

5%

Rur-ban India

8 Metro

19 Cities

396 Towns

4,738 Peri Urban

6,38,365 villages

8%

10%

7%

!"#

Source : Census Projections 2010

5%

Rur-ban India

INDIA II• Under-serviced Market

• Limited initiatives by government

• Limited presence of organized private healthcare delivery

• Information Services gap

• Consumers willing to pay

8 Metro

19 Cities

396 Towns

4,738 Peri Urban

6,38,365 villages

8%

10%

7%

!"#

Source : Census Projections 2010

5%

Rural India

8 Metro

19 Cities

396 Towns

4,738 Peri Urban

6,38,365 villages

8%

10%

7%

!"#

Source : Census Projections 2010

5%

Rural India

INDIA III• Bottom of the pyramid market

• Public healthcare system addresses the healthcare needs of this section

Di!erent Go-To-Market Strategy

Di!erent Go-To-Market Strategy

But...

Joy of Parenthood

Gender Inclusive

Monetize the ecosystem...

VALUEPROPOSITION

COSTSTRUCTURE

CUSTOMERRELATIONSHIP

TARGETCUSTOMER

DISTRIBUTIONCHANNEL

VALUECONFIGURATION

CORECAPABILITIES

PARTNERNETWORK

REVENUESTREAMS

gives an overall view of a company's bundle of products and services

portrays the network of cooperative

agreements with other companies

describes the channels to communicate and get in touch with customers

describes the arrangement of

activities and resources

explains the relationships a

company establishes with its customers

sums up the monetary consequences to run a

business model

describes the revenue streams through which

money is earned

describes the customers a company wants to offer value to

outlines the capabilities required to run a

company's business model

INFRASTRUCTURE CUSTOMER

OFFER

FINANCE

...differently

http://www.linkedin.com/in/mohitchhabra

http://www.slideshare.net/mohitchhabra

http://twitter.com/mohit_chhabra

mohit@knoledge.in