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QuickBet24 … make quick money MARKETING PLAN !QuickBet24, , CONFIDENTIAL QuickBet24, !!!!…make!money!quick.! Marketing,Plan., , 2019., ! CONFIDENTIAL-,This,document,is,strictly,confidential,and,the,information,and,ideas,shared,within,the,business,plan,are,not,to, be,re-distributed,,shared,,or,copied,without,written,consent,of,the,owner.! , !QuickBet24, , Table!of!Contents!! Executive Summary Introduction Business Overview The Mission Statement Situation Analysis Market Summary Market Analysis Market Dynamics Target Market The Top Players in the Industry The Competition Analysis Products and Services Our Competitive Analysis SWOT Analysis The Marketing Strategy The Goal The Tactic The Strategy ! CONFIDENTIAL-,This,document,is,strictly,confidential,and,the,information,and,ideas,shared,within,the,business,plan,are,not,to, be,re-distributed,,shared,,or,copied,without,written,consent,of,the,owner.! , !QuickBet24, , Loyal Programs Strategy Retention Strategy Celebrity Endorsement Strategy The 1 Million Hits Strategy Action Plan Summary ! CONFIDENTIAL-,This,document,is,strictly,confidential,and,the,information,and,ideas,shared,within,the,business,plan,are,not,to, be,re-distributed,,shared,,or,copied,without,written,consent,of,the,owner.! , !QuickBet24, , “Go out and buy yourself a 5 cent pencil and a 10 cent notebook and begin to write down some million-dollar ideas for yourself” ! BOB GRINDE ! ! CONFIDENTIAL-,This,document,is,strictly,confidential,and,the,information,and,ideas,shared,within,the,business,plan,are,not,to, be,re-distributed,,shared,,or,copied,without,written,consent,of,the,owner.! , !QuickBet24, , ! EXECUTIVE!SUMMARY! INTRODUCTION! According to research, the value of the sports betting industry is estimated to be around 700 billion U.S. dollars. The online/interactive category is probably the fastest growing segment of the industry. Gross wins from online sports betting reached about 21 billion U.S. dollars in 2016. Within 2012 to 2016, sports betting generated more than 50 percent of the total worldwide online gross wins. With these figures, it is no wonder sports betting companies are springing up around the country. Nigerians are known for their unrivalled dedication to their chosen football clubs; as a matter of fact, they are no longer satisfied with just being loyal fans, they want to make money while rooting for their clubs during football matches. Countless numbers of sports loving Nigerians have been known to make millions of naira placing sports bets. Recent statistics has it that Nigerians spend about 1.8 billion naira daily on sports betting- this gives credence to the cash spinning nature of the sports betting industry in Nigeria. BUSINESS!OVERVIEW! Quickbet 24 (hereafter referred to as “the company”, “the brand” and “it”) is a licensed world-standard sports betting company located in major cities around Nigeria. Currently, the company has set up shop in Lagos, Oyo and Kwara States. With its dynamic and forward thinking team, Quickbet 24 promises to provide its users a secure platform to place their bets on various sports events and the option to play poker, casino and bingo games. Equipped with a unique proprietary technology platform and a vast range of betting options and products, Quickbet 24 intends to always stack the odds in the favour of its customers. ! ! CONFIDENTIAL-,This,document,is,strictly,confidential,and,the,information,and,ideas,shared,within,the,business,plan,are,not,to, be,re-distributed,,shared,,or,copied,without,written,consent,of,the,owner.! , !QuickBet24, , ! THE!MISSION!STATEMENT! VISION! May the odds always be in your favour The vision is to create a top notch enjoyable betting platform that will nurture sports lovers to become better and more successful gamblers while turning them into loyal players. MISSION! Stacking the odds in your favour Quickbet24 will ensure its users always win. We are creating a platform where sports lovers can earn from their passion. SITUATION!ANALYSIS! Quickbet24 is a new contender in the sports betting industry. It was created on the premise of passion and purpose. The passion is sports; the purpose is the community. The intent is to create a betting company that will serve and support the ardent sports lovers in our communities. The company will achieve this feat by: -! Offering the most desired sports betting options. -! Setting up sports betting centres in different cities to foster community development. ! CONFIDENTIAL-,This,document,is,strictly,confidential,and,the,information,and,ideas,shared,within,the,business,plan,are,not,to, be,re-distributed,,shared,,or,copied,without,written,consent,of,the,owner.! , !QuickBet24, , “The expert in anything was once a beginner” HELEN HAYES ! ! ! ! ! CONFIDENTIAL-,This,document,is,strictly,confidential,and,the,information,and,ideas,shared,within,the,business,plan,are,not,to, be,re-distributed,,shared,,or,copied,without,written,consent,of,the,owner.! , !QuickBet24, , ! MARKET!SUMMARY! MARKET!ANALYSIS!! Over the years, many betting companies have emerged in Nigeria. We have Nairabet, Merrybet, Bet9ja, Naijabet, Lovingbet, Surebet247, Supabets, 1960bet, Nairastake, Parknbet, 360bet, Sportybet, Plusbet, Skybetnaija, 9jadollarbet, Visabet, Winnersgoldenbet, and many more. A leading report on Gambling in Africa published in 2016 by KPMG reeled out some startling numbers on the sports betting industry in Nigeria. As at 2016, the leading sports betting company, “Bet9ja rakes in an average monthly turnover of $10m while the number 2 player behind Bet9ja, Nairabet makes an average monthly turnover of $3m- $5m, a 20-30% margin on profit”. The sports betting industry has been able to leverage on Nigeria’s huge football culture. Some of the big leagues, such as the English Premier League, and the Spanish La Liga, have millions of fans in the country- betting provides Nigerians the opportunity to earn from what they love. Betting houses can now be spotted in almost every street in Lagos, new ones are propping up daily, with subscribers in store and online daily. As one of the world’s fastest growing markets for mobile phones, the widespread use of mobile phones in Nigeria has been a positive game changer for the sports betting business. Everyday, it gets easier to pay, play and win/lose. There are about 169 million cell phone subscribers and 100 million internet users in Nigeria, with 80 per cent of this figure being able to access the internet on their phones. Business Monitor International (BMI) research forecasts 182 million mobile subscribers in 2021, from the current 169 million. The expectation is that as the number of internet subscribers increase, so will the number of gaming users. According to recent investigation, roughly “60 million Nigerians between the ages of 18 and 40 are involved in active sports betting. On average, these punters spend around 3,000 naira (about $8) everyday on bets”. Accordingly, almost 2 billion naira is spent on sports betting daily in Nigeria, which is nearly 730 billion naira a year. ! CONFIDENTIAL-,This,document,is,strictly,confidential,and,the,information,and,ideas,shared,within,the,business,plan,are,not,to, be,re-distributed,,shared,,or,copied,without,written,consent,of,the,owner.! , !QuickBet24, , ! MARKET!DYNAMICS! GROWTH!DRIVERS! 1.! 2.! 3.! 4.! Rising number of smartphone users. Growth of mobile gaming. Improvement in internet accessibility. The importance of consumer preferences. KEY!TRENDS!AND!DEVELOPMENTS! 1.! 2.! 3.! 4.! 5.! Changing consumer gambling habits. New technologies. Use of alternative options to cash. Influx of foreign entrants. Strategic partnerships (Telco and payment companies). CHALLENGES! 1.! Stringent government regulations. 2.! High tax rates. TARGET!MARKET! The target market is diverse and ever-evolving. Sports is a universal language and attracts people from different demographics. The categories of our target market include the following: 1! 2! 3! 4! 5! 6! 7! Working class adults. Entrepreneurs. Government officials. Celebrities. Sports professionals. College students. Tourists. ! CONFIDENTIAL-,This,document,is,strictly,confidential,and,the,information,and,ideas,shared,within,the,business,plan,are,not,to, be,re-distributed,,shared,,or,copied,without,written,consent,of,the,owner.! , !QuickBet24, , ! THE!TOP!PLAYERS! ! 1.! 1xbet9ja 2.! Merrybet 3.! Bet9ja 4.! Naijabet 5.! Surebet247 6.! LovingBet 7.! Betwin9ja 8.! AccessBET 9.! 9jaPredict 10.!NairaBet ! THE!COMPETITION!ANALYSIS! , Bet 9ja, ranked the 3rd website in Nigeria by Alexia, is the number one betting website in Nigeria (www.oasdom.com). Users say they get paid on time with Bet 9ja. 1xbet is reputable for its incomparable cash out. Naira bet, the 32nd website in Nigeria (Alexia) pays promptly; usually within 15 hours. Sporty bet Nigeria gives a 100% return on first deposit and users get up to 1000 naira in discount gifts. Merry bet, ranked 119th website in the country, gives 100% bonus on first bonus on accumulated bet. BetKing (134th website in Nigeria) has state-of-the-art virtual games and considerable high odds. OUR!COMPETITIVE!ADVANTAGE! ! Research shows the users want better odds. Quickbet 24 intends to deliver that. Our motto- “May the odds always be in your favour” ! ! ! CONFIDENTIAL-,This,document,is,strictly,confidential,and,the,information,and,ideas,shared,within,the,business,plan,are,not,to, be,re-distributed,,shared,,or,copied,without,written,consent,of,the,owner.! , !QuickBet24, , ! PRODUCTS!AND!SERVICES! The following are the betting options available to our users 1)! Football betting 2)! Basketball betting 3)! Tennis betting 4)! Ice Hockey betting 5)! All other bet liable sports. ! SWOT!ANALYSIS! The SWOT analysis covers strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are generally internal attributes, opportunities and threats are mainly external. Overall, the mix is exciting. We live in an age of innovation, disruption and business revolution. The Internet offers us opportunities and threats. We need to make our dealings with it one of our biggest strengths to minimise our weaknesses. ! Strengths!! True expertise Dominance of communications technologies Manageable size Excellent staff who are highly trained Community driven Weaknesses! Limited brand awareness Customer brand acceptance Customer retention Limited marketing budget Opportunities! Social media impact Growing market ! CONFIDENTIAL-,This,document,is,strictly,confidential,and,the,information,and,ideas,shared,within,the,business,plan,are,not,to, be,re-distributed,,shared,,or,copied,without,written,consent,of,the,owner.! , !QuickBet24, , Relevance of sports Increasing sale opportunities Threats!! Competition from the established betting companies Acquisition of strategic investment High cost of operations The vast nature of the industry ! CONFIDENTIAL-,This,document,is,strictly,confidential,and,the,information,and,ideas,shared,within,the,business,plan,are,not,to, be,re-distributed,,shared,,or,copied,without,written,consent,of,the,owner.! , !QuickBet24, , “Setting goals is the first step in turning the invisible into the visible” TONY TOBBINS ! ! CONFIDENTIAL-,This,document,is,strictly,confidential,and,the,information,and,ideas,shared,within,the,business,plan,are,not,to, be,re-distributed,,shared,,or,copied,without,written,consent,of,the,owner.! , !QuickBet24, , ! MARKETING!STRATEGY! THE!GOAL! i.! ii.! iii.! iv.! The goal is to explicitly articulate the company’s mission and make sure everybody; from Technology to Design to Marketing to Sales to HR, contributes to it and acts accordingly. To drive brand awareness, Quickbet24 will use celebrity endorsements. Sales conversions are a by-product of great relationships and such relations are created by empathy, honesty, and trust that last a lifetime. The website will focus on creating value for the customers. Consequently, this will build trust and loyalty amongst the users. The company will focus its unique content entirely on the users; all contents will be tailored around what they love and where they want to read it. THE!TACTIC! i.! ii.! iii.! iv.! v.! vi.! vii.! viii.! ix.! Social media engagement and conversion strategy. Paid search management across numerous networks and channels. Email marketing strategy and implementation. Sports marketing campaign strategy and execution. Celebrity endorsements. Google news optimisation. Online press and public relations. Video marketing and conversion optimisation. Landing page optimisation. ! CONFIDENTIAL-,This,document,is,strictly,confidential,and,the,information,and,ideas,shared,within,the,business,plan,are,not,to, be,re-distributed,,shared,,or,copied,without,written,consent,of,the,owner.! , !QuickBet24, , ! THE!STRATEGY! i.! ii.! iii.! iv.! v.! Lucrative bonuses: Although bonuses are traditionally considered as a promotional tool, the company will use these bonuses to endear and retain these customers. Popular culture: For the users, it doesn’t matter how sophisticated the platform is; nothing screams of success better than popular culture. These pop trends create familiarity and a connection to the users. The company will focus on specific themes based on fashion, music, film, celebrity gossips, history, everyday life and places as promotional content for all its social media pages. The community: As a social enterprise, one of the ways Quickbet24 will foster community development is by sponsoring local league football teams and sports shows on radio and TV. Social media influencers: When looking for influencers to work with, the company will focus on the ones with at least 20 000 followers, and trending topics that are of interest to us: specifically, the gossip blogs like Instablog9ja on Instagram and controversial influencers like ipissvodka on Twitter. Charity events: to humanise the brand and develop trust, quickbet24 intends to organise celebrity matches and other social events that will be fun packed and socially beneficial to the public. All proceeds from these events will be donated to deserving charitable organisations. LOYALTY!PROGRAMS!STRATEGY! •! Sign up bonuses: users will acquire a sign up bonus the moment they join the website. •! Deposit bonuses: users obtain a bonus the moment they choose to deposit a certain sum of money. •! No Deposit bonuses: the users get a bonus without asking for a deposit. •! Free bets: this is generally connected with the size of the deposit. ! ! ! CONFIDENTIAL-,This,document,is,strictly,confidential,and,the,information,and,ideas,shared,within,the,business,plan,are,not,to, be,re-distributed,,shared,,or,copied,without,written,consent,of,the,owner.! , !QuickBet24, , ! RETENTION!STRATEGY! •! Frequent player points: this type of loyalty program is important not only as a bonus initiative for your users, but it proves to be a great retention tool as frequent bettors feel appreciated for their loyalty. •! VIP loyalty programs: these programs are addressed towards VIP users and high spenders. •! Promotions for seasonal events: season-related events are important to be observed, such as a World Cup Championship or a European tournament. Also offering various promotions during the festive holidays. •! Notifications: keeping an open channel with the users means that the website needs to have an automated system to detect and take notice of a user’s betting behaviour. •! Betting assistance for new users: great online sports books offer not only many betting options and a large range of markets, but they reach out to new users in order to provide assistance. GUERILLA!STRATEGY! The idea is to do crazy fun stuffs to get the public’s attention. This marketing strategy is about having fun, making the people laugh and still promoting the brandAdvertainment. It will include elements of the unexpected, goodwill, humour and spontaneity. i.! ii.! iii.! iv.! Hand out branded t-shirts to hawkers, road side beggars, market people etc. all these categories of people are seen by thousands on a daily basis. This will serve as free promotion for Quickbet24 as well as a corporate social responsibility act. Collaborate with social media influencers to promote the brand using placards, temporary tattoos… anything with the company logo. The goal is to spread the photos to generate buzz and attention. Acquire sports memorabilia, partner with radio and TV shows and give them to well-deserved fans. Partner with e-hailing cars as an offline guerrilla marketing campaign. ! CONFIDENTIAL-,This,document,is,strictly,confidential,and,the,information,and,ideas,shared,within,the,business,plan,are,not,to, be,re-distributed,,shared,,or,copied,without,written,consent,of,the,owner.! , !QuickBet24, , CELLEBRITY!ENDORSEMENT!STRATEGY! The company will use celebrity endorsements as a marketing strategy. Celebrity endorsements tap into the psychology of “intrinsic association”. This is the degree to which the betting activity is positively associated with other interests, people and/or attractions. The celebrity endorsement will have a powerful impact on the brand because, compared to anonymous models, celebrities possess more influence, depth, and power. In order to promote the website, we will use: •! Famous football legends (Peter Rufai). •! Popular music artistes (CDQ, Zlatan Ibile) •! TV hosts. •! Sports commentators. The relationship between the company and the celebrities will be mutually beneficial. These celebrity endorsements will perhaps be the most vital strategy because of the message it carries- identity, trust and reliability. THE!1!MILLION!HITS!STRATEGY! Select 15 social media influencers across all the social media platforms. Place promotional adverts on these pages. For instance, instant bonus for the first 100 000 people to sign up on the website. These people will in turn be asked to refer people to the site; any sign up from the referral guarantees them more bonus. ! ! CONFIDENTIAL-,This,document,is,strictly,confidential,and,the,information,and,ideas,shared,within,the,business,plan,are,not,to, be,re-distributed,,shared,,or,copied,without,written,consent,of,the,owner.! , !QuickBet24, , ! ACTION!PLAN!SUMMARY! OBJECTIVE STRATEGY Website Development Do some UX designs to find out how to improve the impressions and effectiveness of your website. Implement SEO marketing tactics. Create a content plan for Instagram and Facebook, Twitter and YouTube. Create consistent feeds (pictures/texts). Engage the audience. Track and improve results. Create valuable content within a marketing strategy. Distribute the content. Identify the email marketing strategy: the kind of newsletters; whom, when, how often, how to send, what to measure. First of all, we need follow-up series for new subscribers, regular newsletters with betting tactics and gambling tips, emails with special promotions. Write texts, send emails, track results and find what to improve. In-app and ad networks display advertising campaign for each customer segment. Remarketing campaigns to bring those who visited the site but did not sign up. Track and improve results, find the best (with the highest conversion rates) advertising channels and formats. Work out the list of media channels, blogs and other betting sites. Celebrity endorsements. Creating or sponsoring a podcast. Creating engaging YouTube videos with betting analytics. Social Media Content Marketing Email Advertising PR Actions Video Marketing ! CONFIDENTIAL-,This,document,is,strictly,confidential,and,the,information,and,ideas,shared,within,the,business,plan,are,not,to, be,re-distributed,,shared,,or,copied,without,written,consent,of,the,owner.! ,