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Elevator Pitch

Chess.com was founded with a simple mission: To make chess improvement easy and efficient. With our interactive tutorials and passionate community, you can enhance your skills in half the usual time. Get ready to level up your game and have fun doing it.

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Understand the Product

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​ 1. What is Chess.com?​

Chess.com is the world’s largest online chess platform, providing players of all skill levels a comprehensive environment to play, learn, and engage with the global chess community.

​ 2. Features of Chess.com

1. Play Chess Online:

 Live Games: Real-time games with friends or players around the world.

Tournaments: Participate in or host live and daily tournaments of various formats and sizes.

Computer Opponents: Play against bot opponents with adjustable difficulty levels and time formats

2.  Learning Tools:

Lessons: Interactive video and text-based lessons on various topics, basic to advanced strategies.

Puzzles: Over 100,000 chess puzzles to help improve tactical skills.

Analysis Tools: Post-game analysis with detailed move-by-move breakdowns, including insights from powerful chess engines.

Drills: Practice specific endgames, tactics, and strategies.

3. Community and Social Features:

Forums and Groups: Engage in discussions, join clubs, and meet players with similar interests.

Friends and Chats: Connect with friends, chat during games, and discuss strategies.

Leaderboards: Track your progress and compete with others on global and local leaderboards.

4. Personalization and Accessibility:

 Multiple Platforms: Available on web, iOS, and Android, making it accessible anywhere, anytime.

 Customizable Settings: Adjust board themes, piece styles, and more for a personalized experience.

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3.Problems solved by Chess.com

1.  Accessibility and Convenience:
   By providing a free platform that can be accessed via web browsers and mobile apps, Chess.com eliminates barriers to entry for new players who may not have access to physical chess clubs or expensive software.
2. Learning Curve:
   The site offers structured learning paths and tools that help beginners grasp the basics of chess while providing advanced resources for experienced players to refine their skills.
3. Community Building:
   Chess.com creates a sense of belonging among chess players, allowing them to connect, compete, and collaborate with others who share their passion for the game. This community aspect is crucial for player retention and engagement.

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Product Selection Framework and Statistics

Core Value Proposition

Chess.com is the ultimate online platform for chess enthusiasts, offering accessible gameplay, extensive learning resources, and a vibrant community. The platform features innovative tools, including personalized insights and AI opponents, enabling users to improve their skills and connect with fellow chess lovers anytime, anywhere. Chess.com's CVP is engaging gameplay, comprehensive education, and a trusted brand, making it the go-to destination for all things chess.

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Understanding the Users

• Casual Players: People who enjoy playing chess for fun and want an easy way to play games with others worldwide.
• Competitive Players: Chess enthusiasts who are looking to improve their skills and compete in tournaments.
• Learners: Individuals interested in learning chess or improving their game through structured lessons and puzzles.
• Social Players: Those who want to connect with other players, discuss strategies, and be part of a community.

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Understanding ICP:

B2C Table

ICP Prioritization Table:

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Final ICP Selection:

​Prioritized based on the following:

1. Adoption Curve - Should be willing to try the product
2. Frequency of Use Case - Should have a high usage frequency
3. Appetite to Pay - Should have both the willingness and appetite to pay
4. Sizable TAM - Should be large
5. Distribution Potential - Should be easy to distribute

According to the prioritization framework, ICP 1 and ICP2 have been selected as our primary ICPs, while ICP 3 though still valuable, has been chosen as our secondary ICPs.
ICP1 and ICP2 are expected to be the new users of our product.
Their positive experiences and referrals to invite friends will create the momentum necessary for our product to scale. Both ICP1 and ICP2 demonstrate higher usage frequency, and ICP2, in particular, shows a willingness to pay, indicating a large and growing Total Addressable Market (TAM) with high distribution potential.

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Understand Market

Total Addressable Market

Approximately 600 million people play chess online according to chess.com
India’s population is about 1.4 billion. Our TAM would consist of entire ages 12-40

Population of 12-40:

1. India’s population between the age 12 and 18 is 20% —> 280 million
2. India’s population between the age 18 and 30 is 25% —> 350 million
3. India’s population between the age 30 and 40 is 15% —> 210 million
4. Therefore we understand that approx % of people between 12 - 40 —> ~840 million or 84 crores.

Internet users in India crossed the 800 million mark in 2023.
Assuming 60% of the population between 12 and 40 have internet access.
Based on the above stats the TAM is approx 500 million or 50 crores​

Serviceable Addressable Market

SAM = TAM x Target Market Segment (percentage of the total market)
Assume 10% of the population that have internet access in the age group have interest in chess
Based on the above stats the SAM is approx 50 million or 5 crores

Serviceable Obtainable Market

India has a young and thriving chess community and market.
A 30% penetration of SAM is possible
Therefore SOM is 15 million or 1.5 crores.

P.S. Chess.com makes revenue from memberships as well as showing ads to non members and the numbers are not publicly disclosed hence cannot add the accurate revenue numbers.

Assuming 5% of 15 million pay for the membership $50 per annum -> SOM is $37.5 million revenue

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Designing Acquisition Channel​

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Detailing Acquisition Channel

Organic Channel

In recent years, chess has experienced a remarkable resurgence in India, transforming from a niche activity into a mainstream sport.

What organic channels can be activated and doubled down on to increase awareness, capture demand and serve the right target audience?

Using organic channels we should focus on key phrases from the table below.

​Search Intent (Pull) → Via SEO

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Content Creation:

1. Learning and Testimonials: Showcase inspiring stories of young prodigies who began their chess journey on Chess.com and rapidly climbed the ranks. These testimonials highlight how the platform’s interactive lessons, puzzles, and community support helped these kids develop their skills quickly, turning them into top-ranked players in record time. Their success stories inspire others to start their chess journey.
2. Benefits of playing Chess: Share research that playing chess enhances critical thinking, problem-solving, and memory. It fosters intellectual growth by improving cognitive abilities like pattern recognition, strategic planning, and decision-making. These skills are transferable to real-life situations, aiding in academic performance, career success, and personal development, making chess a valuable tool for overall intellectual advancement.
3. Podcasts: Create podcasts featuring Indian chess players, exploring their unique journeys, challenges, and successes. These stories will inspire others by showcasing how dedication to chess has shaped their lives, offering insights into the discipline, resilience, and strategies that led to their achievements.
4. Offers: Boost conversions by offering limited-time discounts on Chess.com subscriptions, encouraging potential users to join the platform and access premium features at a reduced cost.
5. Documentary: Create documentary on chess stalwarts like Vishwanand. Sponsor the documentary and launch on OTT platforms like Netflix.
6. Collaborate with Indian Chess Influencers: Partner with popular Indian chess YouTubers, streamers, and social media personalities to tap into their existing audiences. Some top influencers to consider:

• Vidit Gujrathi (YouTube: 200K+ subscribers)
• Praggnanandhaa R (YouTube: 100K+ subscribers)
• Tania Sachdev (YouTube: 100K+ subscribers)

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Partner Program

1. Sponsoring Indian Chess Tournaments:

• Overview: Chess.com can sponsor local, regional, and national chess tournaments in India. This could include funding, providing digital platforms for online tournaments, and offering special prizes such as premium memberships.
• How to Achieve:
  Identify Key Tournaments: Identify and prioritize key local, regional, and national tournaments that align with Chess.com’s brand and target audience.
  Partnerships with Organizers: Collaborate with local chess clubs and tournament organizers. Offer to sponsor these events in exchange for branding opportunities, including logos on promotional materials, event banners, and websites.
  Online Tournament Hosting: Use Chess.com’s platform to host online versions of these tournaments, providing players with a seamless experience. Offer exclusive online events as part of these tournaments to create excitement around the sponsorship.
  Prizes and Incentives: Provide special prizes such as premium memberships, exclusive Chess.com merchandise, or coaching sessions. Consider offering these prizes not just to winners, but also as participation incentives, increasing engagement.
  Media and Social Media Promotion: Promote the sponsored tournaments heavily through Chess.com’s social media channels, email newsletters, and press releases. Encourage participants and organizers to share their experiences, further boosting visibility.
• Impact: Sponsorship will enhance Chess.com’s visibility among the Indian chess community, positioning it as a major supporter of chess in India. This creates brand loyalty and encourages players to use Chess.com for practice and competitive play.

2. Tie-Ups with Chess Training Academies:

• Overview: Partnering with chess training academies across India, Chess.com can offer co-branded training programs, provide exclusive online resources, and integrate its platform into the academies’ curriculum.
• How to Achieve:
  Research and Outreach: Identify leading chess academies in various regions across India, from major cities to smaller towns. Reach out to these academies with tailored partnership proposals.
  Offer Co-Branded Programs: Develop co-branded training programs that combine Chess.com’s online tools with the academy’s existing training methods. This could include online classes, interactive lessons, and video tutorials hosted on Chess.com’s platform.
  Exclusive Resources: Provide academies with access to exclusive Chess.com resources, such as advanced analysis tools, premium puzzles, and personalized coaching tools. Offer these resources as value-adds to the academy’s students.
  Curriculum Integration: Work with academy instructors to integrate Chess.com’s learning tools into their curriculum. This could involve using Chess.com’s platform for student assessments, homework, or in-class activities.
  Joint Marketing: Promote the partnership through joint marketing efforts, including social media campaigns, email newsletters, and academy events. Encourage the academy to endorse Chess.com to their students and community.
• Impact: This collaboration will introduce young chess learners to Chess.com early in their journey, building long-term user engagement. Academies will also benefit by enhancing their offerings with Chess.com’s digital tools and global resources.

3. Sponsoring Young Talented Players:

• Overview: Chess.com can sponsor promising young chess players in India, providing them with financial support, coaching resources, and access to premium features on the platform.
• How to Achieve:
  Identify Talent: Collaborate with chess federations, academies, and coaches to identify young players with high potential. Look for players who have shown exceptional skill and dedication at local, regional, or national levels.
  Develop Sponsorship Packages: Create tailored sponsorship packages that include financial assistance for tournament participation, access to premium Chess.com features, and personal coaching sessions with top players or coaches on the platform.
  Brand Ambassadors: Encourage these players to act as Chess.com brand ambassadors by sharing their progress and achievements on social media, writing blogs, or participating in Chess.com events. Provide them with Chess.com branded gear to wear at tournaments.​
  Track and Showcase Progress: Regularly track the progress of sponsored players and showcase their success stories through Chess.com’s platforms, such as blogs, social media, and newsletters. This will inspire other young players to join the platform.​
• Impact: By supporting young talent, Chess.com will be seen as a key contributor to the development of future chess champions in India. These sponsored players can serve as brand ambassadors, promoting the platform to their peers and followers.

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