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Theatre

In: Business and Management

Submitted By mailmeakshata
Words 699
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Executive summary Theatre is one of the oldest and most intriguing forms of performance arts. Since time immemorial, it has served as a source of recreation that has delighted as well as inspired audience in equal measure. It has also made immense contributions to other industries, not in the least, the incredibly popular movie industry which owes not only most of its best actors, but its very identity as a whole to the field of theatre. However, with increasing and more easily available avenues for entertainment and rampant commercialisation, the theatre industry has been crowded out and faces a tough challenge for survival as of now.
We at ITDB have a dream to revive Indian Theatre to its glorious past and we wish to achieve this using data analytics and IT services to theatre community - producers, Playwrights, customers as well as aspiring actors - so that they have an easy one stop destination for all their theatre needs; and producers have a better understanding of what to play, where to play it and whom to play it for. Products/services Primarily we plan to offer a website itdb.com, which would contain services such as: - * Database of Theatre plays, Artists, playwrights etc. (Similar to that of IMDB). * Data analytics and visualization capabilities for producers and playwrights, who would like to forecast the script, revenue and viewership of their future plays. * A job service platform for potential theatre artist to make their profile visible across various producer and sponsors. * Ticket booking facility for the potential viewers. Business Flow

Industry Analysis The current players such as BookMyShow or IndiaStage, offer just the ticket booking capabilities, they do not have any facility or add on services for the producers or the artists.
ITDB.com will be the first of its kind focusing exclusively on the theatre segment. And hence will be able to capture the market that exists for this sector.

Customer Analysis – Segmentation Audience – Audience will primarily be free users of this website. Since this segment of customers will primarily be interested in watching the shows, this website will provide them a platform to book the tickets beside all the information related to theatre such as plays, artists, etc. To better understand the profile of these customers, the first time users will be asked to fill up some general information about their personal profile, such as name, age, phone, email, interests, hobbies etc. Although this segment won’t be generating the revenue directly, it will indirectly help us generate our business in terms of the information.
Playwrights/ Producers/ Sponsors – The users of this customer segment will primarily be interested in using the website for its data visualization/ analytics capabilities and access to talent pool of artists. This segment will be a source of direct revenue through flexible membership options. The site will also help them in promotion of their plays. The mainstay of the service would be to provide intelligence to producers as to where to play, what to play and whom to play it for.

Artists/ Actors – This segment of customer will be interested in the job related services of the website. The website will provide them a platform to look for roles in plays and help them get visibility across theatre industry. This segment will also be a direct source of revenue through flexible membership fee. Marketing plan

Cognitive / Awareness * Direct promotion of the site and its features to producers, sponsors, artists in various theatre communities across the country. We will also promote various * Free promotion of famous plays using billboards and posters, which will also direct the by passers to access the site (itdb.com) for more information.
Affective
* Campaigns to strike the chord with the artists and playwrights and re-lighting the fire in them about their passion for their work.
Conative/Action
* Giving promotional discount on membership to encourage customers to join the website. Financial plan

Factors determining the capital investment (Cash Outflow) * Purchase of domain * Website design * Website content * Cost of development and integration of the platform. * Cost of collaboration with bookmyshow.com for the data.
Factors driving the revenue (Cash Inflow) * Membership based fees. * Premium features based fees * Scale Up – Plan to generate revenues from ads

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