Only used for testing bugs

📄

Only used for testing bugs

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Hi there, we'll take this one step at a time!

If you struggle with a blank canvas, use this boilerplate to start. Remember, this is a flexible resource—tweak it as needed. Some sections might not apply to your product and you might come up with great ideas not listed here, don't let be restricted.

This is not the only format, we would love to see you scope out a great format for your product!

Go wild and dive deep—we love well-researched documents that cover all bases with depth and understanding.

Refer to the project brief and the additional resources before you begin this project!
(Go through them at least 3 times or till the time you don’t have a mind map in your brain)

Let’s begin

Elevator Pitch

Hi there, We're MPL, a Unicorn, We’ve 1M+ Daily active Gamers also industry leader with 100M+ user base we're redefining the gaming experience & industry.

Why MPL? Play your favorite games online with great rewards & win real cash prizes through multiple Tournaments, 1v1 battles & Leaderboard which keeps the fun going 24X7 with a variety of 60+ Games at MPL. It's a highly competitive platform for gamers to Win and get instant Cash out of your Winnings through Paytm, UPI or bank transfer.

But That's not all - invite your friends & family to start turning your gaming skills into real rewards! Download MPL.

Link - https://www.mpl.live/?campaignname=DL&timerset=3

Understand your Product

MPL is in the business of entertainment and engagement through competitive gaming by offering a platform where users can play 60+ games of all variety at one place and participate with competitors in real time to play and earn real cash rewards. MPL operates in Gaming, e-Sports.

The business resolves around the Monetizing Engagement into revenue by tournament entry fees and Building a Gaming community where people can Connect, Compete and Win.

Understanding Core Value Proposition

What MPL Does: we provides a dynamic platform to gamers where they can play various mobile games, compete in Real-time Tournaments, Leaderboard, and win real cash prizes.

What problem we actually solved: We address the common gamer's need for a diverse platform where they can play all variety of games from Ludo, S&L to Fantasy and all card games. The platform offers more than 60+ games while monetizing their gaming skills into real cash and instant withdrawal to their bank account via bank transfer, UPI etc. By ensuring a safe, secure, Fraud Free and transparent transactions. We resolves trust issues often associated with online gaming industry and rewards platform.

Understanding the Users

Understanding the Users: Detailed User Profile for MPL

Demographic:

Gender Distribution: Our user base is predominantly male, with 75% men and 25% women engaging on our platform.
Geographical: The majority of our users, 80%, are from North India, while 20% hail from South India. This distribution provides us with a strong presence in key markets across the country.

Engagement Patterns:

Playing Frequency: Nearly 47% of our users engage with the platform are daily, weekly, or frequently, showcasing a solid core of highly active users. Meanwhile, 53% of users play occasionally or rarely, indicating room for growth in engagement.
Game Preferences: Our platform attracts a diverse audience with a strong preference for multiplayer online games, puzzle games, esports, card games, strategy games, action games, and casino games. These genres drive user retention and encourage repeat engagement.

User Experience and Satisfaction:

Quality Ratings: A significant 60% of our users rate MPL’s graphic quality, gameplay, user interface, and in-game rewards above 8 out of 10.
Ease of Use: An overwhelming 96% of users find MPL very easy to navigate.

Monetization and Spending Behavior:

Cash Game Participation: 49% of our users actively participate in cash games. Among these, 70% typically spend below INR 100, while 30% spend above INR 100, indicating a balanced mix of casual and more serious players.
Motivation: 57% of our users are primarily motivated by the opportunity to earn rewards.

Usage Patterns:

Peak Play Times: Most of our users prefer to play during late nights, on holidays, during office breaks, and while traveling. This insight helps us tailor our engagement strategies to maximize participation during these peak times.

Trust and Security:

User Trust: Despite the biggest fear in the gaming industry being the potential for financial loss, our users trust MPL as a safe and secure platform. This trust is a critical differentiator in a highly competitive and churn-prone industry.

Competitive Landscape:

Churn and Competition: While we enjoy a loyal user base, the gaming industry’s high churn rate means our users also engage with competitors like Ludo King, Dream11, My11Circle, WinZO, Paytm First Games, PokerBaazi, and RummyCircle. This competitive dynamic underscores the need for continued innovation and user retention efforts on our platform.

Understanding your ICP

B2C Table

Criteria	User 1	User 2
Name	Shubham	Abhishek
Education	Graduate	Post graduate
Profession	Self sustainable	Job
Age	24	37
Demographics	Tier 3	Tier 2,1
Income level	unidentified	24+ LPA
Interests	playing outdoor/indoor, physical activity, Gym, Diet	Playing mobile games, no physical activity, Bad routine, Lazy
Values	Friends & Family	Personal time, Movies, Relationship status
Need	Entertainment, Money, Rewards, Time pass,	Entertainment, Fun, Free time,
Pain Point	Boredom, Alone, Money	Personal Time, Fun, winning factor
Solution	Entertainment, multiplayer games, rewards	Play Games for Fun, adventures, Rewards
Behavior	Daily, Frequent user	occasionally
Goals	Make money	Relaxation
Average Spend on the product	Below INR 100	Above INR 100

Understand Market

Factors	Competitor 1	Competitor 2
What is the core problem being solved by them?	Dream 11- users can create their own team	Rummy Circle- They create a unique special platform only for Rummy game category
What are the products/features/services being offered?	Dream11 offers fantasy sports leagues across multiple sports including cricket, football, basketball, kabaddi, and more.	These features cater to both casual and serious rummy players, providing a comprehensive and engaging rummy experience.
Who are the users?	Young generation from age18 to 40	Young generation from age18 to 40
What channels do they use?	PN, INapp, SMS, Media, social Media, Whatsapp	PN, INapp, SMS, Media, social Media, Whatsapp
What pricing model do they operate on?	Freemium Model, Commission-Based Model, In-App Purchases, Promotional Offers and Bonuses	Freemium Model, Entry Fees, Rake/Commission, In-App Purchases, Freeroll Tournaments, Cash Tournaments
How have they raised funding?	Initial Seed Funding in 2008, Series A funding in 2015, Growth stage funding in 2018, Last stage funding in 2019 now considering IPO	RummyCircle, part of Play Games24x7, raised funding primarily through a strategic investment from Tiger Global Management in 2011.
Brand Positioning	Dream11 is positioned as India’s leading fantasy sports platform, offering a premium experience. On the scale of 10 brand stands on 9.	RummyCircle positions itself as India’s top online rummy platform, skill-based gaming experience. On the scale of 10 brand stands on 8.
What is your product’s Right to Win?	Platform's guarantee that users have a fair chance to win prizes based on their skill and performance in fantasy sports contests.	Assurance that players have a fair chance to win based on their skill and strategy, not just luck. Also Rummy is the most famously know card game in India.
What can you learn from them?	Investing in strategic marketing and leveraging data-driven insights to personalize user experiences can also drive growth and improve user retention.	Prioritizing trust, skill-based gameplay, and robust user engagement to enhance player retention and satisfaction.

TAM = 50,00,00,000 x 350 = INR 17.5 Billion
SAM = 17.5 Billion x 31% = INR 5.425 Billion
SOM = 5.425 Billion x 20% = INR 1.085 Billion

Designing Acquisition Channel

(keep in mind the stage of your company before choosing your channels for acquisition.)

Channel Name	Cost	Flexibility	Effort	Speed	Scale	Budget
Organic SEO	High	Low	High	Low	High	High
Paid Ads	High	High	High	High	High	High
Referral Program	High	High	Low	High	High	High

Detailing your Acquisition Channel

SEO

MPL’s current organic SEO strategy benefits from strong content and backlinks but struggles with low keyword rankings and technical issues. Keyword research shows high interest in terms like “best fantasy sports apps” and “mobile gaming trends” across platforms. To improve, MPL should focus on creating evergreen content, optimizing for long-tail and local keywords, addressing technical SEO issues, and building high-quality backlinks. Enhancing user engagement with interactive content and fostering community involvement will also boost SEO performance and visibility.

Successes:

High-Quality Content
Strong Backlink Profile
Targeted Keywords

Failures:

Low Keyword Rankings
Inconsistent Content Updates
Technical SEO Issues

Keyword Research Insights

Google:

Gaming Keywords:
- Best fantasy sports apps
- Mobile gaming trends 2024
- Top online games for money

Suggestions:

Content: Develop evergreen content and leverage video.
Keywords: Focus on long-tail keywords.
Technical SEO: Improve site speed, mobile optimization, and fix errors.
Backlinks: Pursue guest blogging.
Engagement: Use interactive content.

Paid Ads

MPL’s paid advertising strategy effectively leverages Google Ads and Facebook Ads to drive user acquisition and engagement. Our targeted search and display ads capture high-intent users, while video ads and remarketing enhance brand visibility and conversion rates. On Facebook, engaging sponsored posts and carousel ads, combined with precise audience targeting, boost interaction and app installs. However, we need to refine our approach by pausing underperforming keywords and broad targeting, reallocating budget to high-performinjfjdhjgdj

g campaigns, and continuously optimizing based on performance insights. These adjustments will enhance our ad efficiency, improve ROI, and accelerate growth.

Lets suppose the average gaming industry no. are as followings -CAC is on an nc nbvnfbgbfgbnx

average $20
CAC = $20
The average jnfjgfjhgfhghfgjhfjhg order value = $15

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Frequency = 3 times per month
Retention = 5 times per month
LTV= 15 x 3 x 5
LTV= 225

Now

Strategy 1:

Target Audience:

Demographics: Graduates, self-employed, age 24, Tier 3 cities
Interests: Outdoor/indoor activities, gym, diet
Needs: Entertainment, money, rewards
Behavior: Daily and frequent users

Creative Strategy:

Messaging: Hello world Focus on multiplayer games and rewards to address boredom and offer entertainment. Highlight the social and engaging aspects of the games.
Visuals: Use vibrant, dynamic images showcasing active gameplay and rewards. Feature relatable scenarios of friends playing together.
Offers: Promote incentives like daily rewards and bonuses to encourage engagement.

Strategy 2:

Target Audience:

Demographics: Postgraduates, employed, age 37, Tier 1 & 2 cities
Interests: Mobile games, low physical activity
Needs: Entertainment, relaxation, fun
Behavior: Occasional users

Creative Strategy:

Messaging: Emphasize relaxation and fun, highlighting games as a means to unwind and enjoy personal time. Stress the quality of the gaming experience and rewards.
Visuals: Use sophisticated, clean visuals that appeal to a mature audience. Show game scenarios that provide relaxation and adventure.
Offers: Feature premium in-game rewards and exclusive content to appeal to higher spenders.

Google Ads Campaign

Campaign 1: For Young, Self-Employed Users (Strategy 1)

Ad Copy:

Headline 1: Earn Rewards While You Play!
Headline 2: Multiplayer Games for Daily Fun
Description: Bored? Join exciting multiplayer games and earn rewards every day. Play with friends and win big!

Targeting:

Keywords: "Multiplayer games," "Earn rewards playing," "Fun games for friends"
Demographics: Age 18-25, Tier 3 cities, interests in gaming and fitness

Landing Page: Direct to a page highlighting multiplayer games, rewards, and social features.

Campaign 2: For Professionals Seeking Relaxation (Strategy 2)

Ad Copy:

Headline 1: Relax & Win with MPL Games
Headline 2: Premium Rewards Await You
Description: Unwind with exciting games. Play for fun and earn rewards. Perfect for your downtime.

Targeting:

Keywords: "Games for relaxation," "Play games after work," "Premium gaming rewards"
Demographics: Age 35-45, Tier 1 & 2 cities, interests in mobile gaming and entertainment

Facebook Ads Campaign

Ad Set 1: For Young, Active Users (Strategy 1)

Ad Creative:

Visuals: Bright, energetic images of friends playing games together, with rewards displayed prominently.
Copy: "Turn boredom into excitement! Play with friends, earn rewards, and enjoy multiplayer fun every day with MPL."

Targeting:

Demographics: Age 18-25, Tier 3 cities
Interests: Gaming, fitness, social activities

Ad Set 2: For Busy Professionals (Strategy 2)

Ad Creative:

Visuals: Clean, calming visuals showcasing a professional relaxing with a game on their phone, rewards subtly highlighted.
Copy: "Take a break, unwind with our premium games, and earn rewards in your downtime. Perfect for your personal time."

Targeting:

Demographics: Age 35-45, Tier 1 & 2 cities
Interests: Mobile gaming, movies, relaxation

Ad Budget Allocation for Google Ads and Facebook Ads

Total Monthly Budget: ₹10,00,000

Google Ads Campaign

Campaign 1: Young, Self-Employed Users (Strategy 1)

Budget: ₹4,00,000
Allocation:
- Search Ads: ₹2,00,000
- - Focus on high-intent keywords like "multiplayer games," "earn rewards," etc.
- Display Ads: ₹1,50,000
- - Target relevant websites and apps frequented by the audience.
- Video Ads: ₹50,000
- - Showcase engaging video content on YouTube and other platforms.

Campaign 2: Professionals Seeking Relaxation (Strategy 2)

Budget: ₹2,00,000
Allocation:
- Search Ads: ₹1,00,000
- - Target keywords related to relaxation and premium gaming experiences.
- Display Ads: ₹50,000
- - Place ads on websites related to entertainment, lifestyle, and personal time.
- Video Ads: ₹50,000
- - Promote relaxing game experiences through video ads.

Facebook Ads Campaign

Ad Set 1: Young, Active Users (Strategy 1)

Budget: ₹2,00,000
Allocation:
- Sponsored Posts: ₹1,00,000
- - Promote posts showcasing multiplayer games and rewards.
- Carousel Ads: ₹1,00,000
- - Highlight different game modes and reward features.

Ad Set 2: Busy Professionals (Strategy 2)

Budget: ₹2,00,000
Allocation:
- Sponsored Posts: ₹1,00,000
- - Focus on relaxation and premium rewards.
- Video Ads: ₹1,00,000
- - Use video content to engage the audience with relaxing game scenarios.

Monitoring and Optimization

Weekly Monitoring: Allocate a portion of the budget for A/B testing and adjusting bids based on performance.
Reallocation: Be prepared to reallocate funds to higher-performing campaigns or ad sets as data comes in.

Referral Program/Partner Program

The MPL Referral/Partner Program is designed to boost user acquisition and engagement by incentivizing existing users and partners to refer new players. Users receive unique referral codes, earning cash bonuses or in-game rewards for successful referrals, while new users get a welcome bonus. For partners, including influencers and affiliates, the program offers revenue-sharing or fixed commissions, with additional bonuses for high performance. A dedicated portal allows tracking of referrals and earnings in real-time, and the program is regularly optimized through feedback and A/B testing to ensure effectiveness. Clear terms and compliance with regulations are prioritized to maintain transparency.

we hope this helped you break the cold start problem!

Reminder: This is not the only format to follow, feel free to edit it as you wish!