CREATING CHAOS

19-06-05

Abhi / Rajiv

Creating Chaos

(—and benefitting from confusing competitors/enemies.)

This is a Controversial theory but then when it comes to internet/e-commerce/m-commerce/Convergence etc., no one knows what will work & what will not.

Somewhere (Creating a Tornado), I said, “we Simply cannot depend upon MSPF to promote WWJ/JAM. We will have to do our own marketing — our own publicizing — our own promotion. Fight our own battle”.

And we need to do all of these — without spending any money!”

This is not going to be easy! It will require a lot of imagination & hard work too.

Only thing which we have — and which we can leverage to get publicity is our

Job Advt. Database

[ Our only “asset” — as of now ]

We must learn to “use” this database in “umpteen” different ways, to unlock its “true” value.

Again & again, we must dress it up differently, for different “Target-Groups”.

Target-groups which can start an

Idea Virus.

It is in this context, I propose

3 new “services” as per web-pages enclosed.

These are slight variations of JAS — which should not require much coding effort.

On the other hand, it is entirely possible that, with these, we may succeed in starting a TORNADO.

Let us discuss soon

(Signature)

19/06/05

19/06/05

WHAT WILL MOTIVATE THEM ?

(Flowchart/Mind Map Sections)

• Newspapers
• Action: Send folders to 480 editors
• Double Circulation
• Action: — publish JAS Supplement
• Youth
• “Oblige Your Friend”
• Question: Who are these persons? Where do we find their names/emails?
• JAS Database (Central node)
• Cybercafes
• Double your Revenue
• Action: Send emails to 569 Cybercafes
• Action: — (sell JAS print-outs to visitors)
• Entrepreneurs
• Get Self-Employed
• Question: Whom to send such an email? Where to find their email ID?
• Possible Quantity: — 22 lakh email IDs ?

21/06/05

What are Similarities/Differences amongst these Initiatives?

Initiative	"Double Your Circulation"	"Get Self Employed"	"Oblige Your Friends"	"Double Your Revenue"
Target (Group) Customers	Newspapers	Jobseekers/Business Minded (Enterprising type)	Already Employed	Cyber Cafes
Motivating factor (why should they want to participate?)	Greed/Circulation/Image/Ambition to earn Bing.	Survival/Fear (Joblessness) Roti-Kapada-Makan	Altruism/Ego/Sympathy for friends	Greed (More Money)
How will we reach out to the Target customers? (Marketing) How do we get them to visit/read concerned webpage?	Folder to 480 newspapers (Virtuous circle)	22 L ? Then email	S + B + L + L (I presume, most of these are employed)	569 cybercafes listed in Cybercafe.com/Data Printout/Sticker (by I&T) eCopy (2800 Cybercafes)
How will they select JAS which they want us to deliver to them or to their clients directly?	On JAS page	Registration page - for "Self-Employed"	Registration Page - for "Oblige Your Friends"	Using their own User ID/Password to access "JAS Selection" page. A cybercafe owner will printout, whatever "Combination" a visitor wants. A/C - Non-rate delivery for Rs 2/3/4.
How often will JAS get held?	Daily/Weekly/Emails	Daily JAS emails/one for each of his customers direct email to customer.	Daily. Emails.
What "One Time" marketing/any other effort will be regd. on part of person registering?	Some "pre-publicity" in own Newspaper for 15/20 days prior to actual Publication of JAS.	In his street/Area/Hall there he will call the "Delivery Boy" and will collect "JAS" (hardcopy or email copy) for R2/3/4	NONE/only effort needed is to "Register"	Put up appropriate notice/printout in his Cybercafe
Will that person require any repeated "manual effort"? - an avoidable "Irritant / Friction"!	None	May be hire "Delivery Boys" Occasionally visiting his clients for feedback & for timely delivery Occasional "Editing" of city/function. YES	YES	Will need to log in repeatedly during the day - as each client walks in demands a particular (customized) JAS.
Will registering person be required to tell us/reveal (by entering) any client data?	NO.		YES	NO.
What SPACE/CAPITAL Investment will be regd?	NONE	Computer Internet connection Good quality Printer	NONE	NONE.