Tuesday, 3 December 2013

Things to keep in mind while making a video for a discussion

making student videos, recording a panel discussion, making panel discussion video


1.      The background should be plain white (preferably), multi-colored library rack/books may be avoided
2.      Only the objects relevant to the discussion must be visible, no racks, books or anything etc. must cloud the view of the camera
3.      Before shooting, look at the entire scene through the camera to make sure people, objects and background all appear clear and distinct from each other, e.g. black coats should not get merged with something black in the background etc..  All outlines must be clear and distinct
4.      Shoot one question(out of five/six: one question each to each of the four panelists, then the fifth/sixth to summarize etc.)  at a time, recommend a ten minute gap in-between first question and other questions
5.      Pause and playback question 1(partly) to all participants in the first question break so that they become aware of how they are looking in the video, because this may be the first time they are appearing in such a format video.  There may not be a need to do this if the participants are comfortable and experienced otherwise
6.      Moderator may gradually be able to intervene and ask drill down questions based on the responses received from panelists.  For that to happen, moderator will have to do a lot of study/homework and this stage may take some time
7.      Thereafter a gap of only 5 minutes between questions
8.      Microphones (one for each participant so 5 mics) must be there along with the sound system.  If a participant’s voice loses its sheen or effectiveness due to the AV system, that participant may feel bad about participating again, because it would be the fault of our (AV) system which would have made him/her look bad for no fault of theirs
9.      Sound system must be good, else most people may not be able to enjoy the learning(s)
10.   FOR PARTICIPANTS, INCLUDING MODERATOR:
a.      Preferably sit in an L-shaped posture, if not in a U, with the participants and the moderator (ppmpp), with the camera aimed at exact 45 degrees in between the right angle- at ‘m’ (or the angle may be widened a bit as per requirement) of the L.  That will make sure participants face each other and also the camera without having to move while answering questions or even when sitting normally, will not appear to be artificially straightening up to the camera, will look more naturally involved in a discussion than posturing straight and talking to the camera
b.      Make sure all panelists/participants etc. are in preferably same or similar attire
c.      Ask panelists to wipe off sweat or any oil on the face after each round, otherwise it will cause a glare in the video
d.      Provide straight back chairs to all participants so that all panelists must sit straight
e.      Computer chairs with flexible back or swinging base are a no-no;  these tend to cause noticeable motion even if the person sitting on it may not intend to
f.       No swinging in the chair
g.      No touching the face or anything
h.      Keep hands off the table and below unless writing or making notes, otherwise if hands are on table any motion including touching the pen or flipping the pen etc. all get recorded
i.       Panelists may be provided one question each ahead (3-4 days) of the recording, along with the list of questions allotted to other panelists, as also the backgrounds of all – so that all will be able to better work together in the video and will know what to expect from each other
j.       Panelists may be instructed to strictly scope their answer towards their own specific question.  Imagine it to be a 100 marks question and stick to the point rather than generalize.  Be aware of others’ questions and therefore scope your answer in such a way that your answer is distinct from potential answers of other panelists to their questions
k.      Panelists may bring answers on a piece of paper in a notepad (no loose or crumpled or folded papers) and keep them in front of them as a reminder.  They may keep adding to the paper after listening to other panelists.   Then, while responding, they may glance at the notes while answering but just glance, not read.  Reading from paper is absolute no-no
l.       In a slightly different format of the panel discussion, we may allow panelists to even contribute slides to be merged into one presentation for the entire discussion, to be played when that particular panelist is answering their respective question.  Answer (or key) text on the screen and at times with a diagram (pre-drawn or drawn) can actually help viewers understand better along with the voice of the presenter.  A lot of you-tube self-learning videos are like that!


Lets’ all review how we can provide a better experience to our potential viewers.

Sunday, 1 December 2013

Analyzing FlipKart: Devising the Road Ahead

Flipkart, e-retail in India, VC funding of e-retail, Snapdeal, Myntra, Amazon, Reliance Digital, India e-Retail


2007.  An online book-store in India boots up and goes on to claim "80%" of the market-share, of lo and behold - the online-books market.  In that year, what was it?

What is it now, almost 7 years later?  Less than 10% of nearly 45 million of the active net users have ever shopped online.  Out of those 10%, let's say half (which is a huge positive assumption in favor of flK) have
ever purchased also at flK (assuming the brand equity is so strong).

In absolute terms, 5% of 45 million is 2.25 million.

2.25 million out of 1200 million is 0.1875 PERCENT.

So, in nearly 7 years, FLIPKART has successfully gone on to become (let's assume that as well in their favor) the favorite shopping web-site of 0.1875% of Indians, having been UNABLE to tap the balance 99.8125%  of the Indian population.

It's 2013.  Let's flip the kart.  We need to, else how does one explain the growth over 7 year in a literally virgin territory.  Yes, when there was no OTHER player.

To me, that sounds fishy - as it can, in the marketing sense of the world.

Does Flipkart know a thing or two about marketing themselves?

That has me worried - it's not my money, but still, ugly schemes create a disadvantage for even the most deserving funds-wannabe's.

PayZippy is an indigenous solution that FlipKart hopes over 2,000 retailers will sign up with, in another year or so.

FlipKart  has restrained deliveries in UP beyond Rs.10k.  UP still is ~200mil state ranking first on pop, almost a sixth of India! What if that was to happen in more territories?

All this while Amazon has started testing drones so that it may be able to deliver upto 86% of its usually 2.3 kgs or less packages directly to its users.

Here's a quick 101 on FlipKart:

- started with 2 members, now 4,500 member company
-  started by two ex-Amazon IITians  
-  started as a portal that would compare a number of shopping web-sites, only problem was there weren't enough web-sites to compare
-  went on to become a book-store, with inventory-to-cash model
-  claims to have acquired 80% of market-share in online bookstore category (read above!)
-  today ships about 30,000 items a day or about 20 items a minute (approx. Rs. 2.5 crore or $0.5 mil a day), seen recent QoQ growth of 100% 
-  Nearly 60 percent of Flipkart's orders are cash or card on delivery

-  Though all book-stores get discounts of upto 60% from publishers, FlipKart claims that low over-heads enable it to pass on massive discounts and therefore deeper prices to its users

-  Claims to be providing excellent customer service, although it still is not good enough
 pp
-  FlipKart's reader is a typical young buyer, most serious book readers still like to go to a store (to check out a couple of books thoroughly before making the decision)

-  Amazon with much deeper pockets can be a considerable threat, because it can pre-empt FlipKart's loss-leadership
-  Competitors of FlipKart:  Letsbuy, Snapdeal, Myntra, Quickr, Amazon, eBay, Dhamaal, Barnes n Noble, Walmart, Reliance Digital, Croma  and many others are beginning to define the competitive landscape

-  Launched own brand 'Digiflip'.  Digiflip is a brand of digital accessories with products like laptop bags, laptop sleeves and camera bags among others

-  Entered digital electronics space around September 2010

-  Digital content shop called 'Flyte'

- By early 2013 had its own distribution network in about 37 cities

-  As per iamwire of April 22 2013, Flipkart may have decided to scale down its books operations from 200 to about 150 vendors and also may have released (read "Fired) a number of human resources - upto 1000 

-  Premji Invest, the venture arm of Azimji Premji, is investing $50 million in Myntra - whose expected 2013 turnover is Rs. 800 crore

-  Has more than a million unique visitors a month

-  Shelved IPO after raising plenty of money around August 2013, changed business model from inventory based to service based (providing a meeting point between sellers and buyers and charging a fee for that)

-  Around Oct.11, 2013 FK shares reached high of Rs. 909 and market cap. of about Rs. 9300 crores  (1.5 b$ -more than the market capitalization of 10 retailers combined

-  Launched iPhone app with offline catalogue capabilities, purchase history and preview

-  Opened its code for independent developers: Phantom and HostDB

-   Planning to come out with Ezetap, a COD card-swipe payment solution

-  Raised money( 200 mil$ from investors who had put in 180 mil before and then 160 mil from new investors)  is expected to be utilized to:
   + scale technology for 10 times delivery capabilities
   + develop warehouse partners and increase the number of warehouses from six at present
   + spread warehouses and distribution to more tier II and tier III cities
   + develop complete tracking software, including at customer end
   + develop mobile commerce solution including ability to take payments on phone
   + develop backend software to manage data flow
   + invest in training its people

In my further analysis -  FlipKart also needs much better marketing and much better supply-chain integration across deeper categories.