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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

Additional Insights

• Spending Patterns: Each ICP has different spending tendencies based on their income levels and engagement frequency. ICP 1 is likely to seek affordable options, while ICP 2 may be open to premium features for enhanced learning. ICP 3 might need compelling reasons to invest time or money.
• Motivations: Understanding what drives each ICP can help tailor marketing strategies. For instance, emphasizing social aspects for ICP 1 and professional development for ICP 3 can enhance engagement.
• Barriers to Engagement: Identifying potential barriers can inform product development and marketing strategies to overcome these challenges, such as offering flexible learning options or targeted promotions.

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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.

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​

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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Organic Strategy

The Content Loop:

Key things to focus on:

1. Content Creation: The Chess.com team will focus on producing high-quality, engaging content tailored to the needs of various user segments, from beginners to seasoned players.
2. SEO and Visibility: By optimizing content for search engines, Chess.com can improve its visibility for chess-related queries, driving organic traffic to the platform.
3. Diverse Distribution Channels: Utilizing multiple distribution channels, including social media and email newsletters, will maximize reach and engagement with the target audience.
4. Community Engagement: Encouraging user interaction through comments, discussions, and participation in tournaments will foster a sense of community and loyalty among users.
5. User Sharing: Facilitating easy sharing of content via social media and messaging apps will enhance organic growth and reach new potential users.

By implementing this content loop, Chess.com can effectively engage its audience, drive traffic to the platform, and establish itself as a leading resource for chess education and community interaction.

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Types of Content:

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.

1. Identify Key Tournaments

1. Research and prioritize national-level chess tournaments in India that have a large following and align with Chess.com's target audience and brand values

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2. Also identify popular regional and local tournaments in key cities across India that have a strong community presence

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3. Create a list of 10-15 top tournaments to target for sponsorship, ranking them based on reach, audience fit, and growth potential.

2. Develop Sponsorship Packages

1. Analyze the needs and expectations of tournament organizers through research and outreach

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2. Create tailored sponsorship packages for each tournament, offering a mix of financial support, online tournament hosting, and exclusive prizes

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3. The packages could include:
4. • Providing a portion of the prize money for the tournament
   • Hosting the tournament on Chess.com's online platform
   • Offering premium Chess.com memberships as prizes
   • Providing Chess.com merchandise as participation incentives
5. Ensure the packages provide value to both Chess.com and the tournament organizers in terms of visibility, engagement, and growth.

3. Promote Heavily

1. Develop a comprehensive promotion plan for each sponsored tournament, leveraging Chess.com's social media channels, email newsletters, and press releases

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2. Create a dedicated landing page on Chess.com's website for each tournament, highlighting the sponsorship and key details.
3. Produce promotional content such as videos, graphics, and articles to build excitement around the tournaments.
4. Encourage participants to share their experiences on social media using a branded hashtag (e.g. #ChessComTournament) or by tagging Chess.com

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4. Measure Success

1. Track key metrics such as tournament participation, user signups on Chess.com's platform

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2. Monitor social media mentions, website traffic, and referrals from the tournament landing pages.
3. Conduct surveys to gather feedback from participants on their experience and perception of Chess.com's sponsorship.
4. Analyze the data to determine the success of each sponsorship and identify areas for improvement.
5. Use these insights to refine future sponsorship packages, promotional strategies, and tournament selection criteria.

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:

1. Research and Outreach

• Identify Leading Academies:
• • Conduct comprehensive research to identify prominent chess academies in various regions, focusing on major cities and smaller towns. Utilize online directories, chess federation listings, and social media to compile a list of potential partners.
  • Prioritize academies based on their reputation, student enrollment numbers, and alignment with Chess.com’s target audience.
• Tailored Partnership Proposals:
• • Develop customized partnership proposals for each academy that highlight the mutual benefits of collaboration. Include information about Chess.com’s platform, resources, and how the partnership can enhance the academy’s offerings.
  • Schedule meetings or calls with academy directors or instructors to present the proposals and discuss potential collaboration.

2. Offer Co-Branded Programs

• Develop Co-Branded Training Programs:
• • Collaborate with academy instructors to create co-branded training programs that integrate Chess.com’s online tools with the academy’s existing curriculum. This could include:
  • • Online Classes: Interactive lessons that utilize Chess.com’s platform for live teaching.
    • Video Tutorials: Create a series of instructional videos that can be accessed by academy students.
    • Interactive Lessons: Utilize Chess.com’s features to create engaging lessons that allow students to practice in real-time.
• Pilot Programs:
• • Launch pilot programs with a select few academies to test the effectiveness of co-branded training. Gather feedback from students and instructors to refine the offerings before wider implementation.

3. Provide Exclusive Resources

• Access to Chess.com Resources
  Offer academies exclusive access to Chess.com’s advanced analysis tools, premium puzzles, and personalized coaching tools. This could include:
• • • Advanced Analysis Tools: Provide tools that allow students to analyze their games and improve their strategies.
    • Premium Puzzles: Supply a library of challenging puzzles that students can use for practice.
    • Personalized Coaching: Develop a system where academy instructors can access coaching resources tailored to their students’ needs.
• Training Workshops:
• • Organize workshops for academy instructors to familiarize them with Chess.com’s resources and how to effectively integrate them into their teaching.

4. Curriculum Integration

• Collaborate on Curriculum Development:
• • Work closely with academy instructors to integrate Chess.com’s learning tools into their curriculum. This could involve:
  • • Using Chess.com for Assessments: Implement Chess.com’s platform for student assessments and progress tracking.
    • Homework Assignments: Encourage instructors to assign homework that utilizes Chess.com’s features, such as completing specific puzzles or playing games against the computer.
    • In-Class Activities: Develop in-class activities that leverage Chess.com’s interactive tools, enhancing the learning experience.
• Feedback Mechanism:
• • Establish a feedback mechanism to continuously gather input from instructors and students about the integration process. Use this feedback to make necessary adjustments and improvements.

5. Joint Marketing

• Co-Branding Opportunities:
• • Create co-branded marketing materials that highlight the partnership between Chess.com and the academies. This could include:
  • • Flyers and Brochures: Distribute co-branded materials at academy events and local chess tournaments.
    • Social Media Campaigns: Launch joint social media campaigns that promote the partnership and highlight success stories.
• Email Newsletters:
• • Collaborate with academies to include Chess.com promotions and resources in their email newsletters. This will help reach students and parents directly.
• Academy Events:
• • Participate in academy events, such as open houses or tournaments, to promote the partnership and engage with students and parents. Offer demonstrations of Chess.com’s features during these events.

6. Measure Success

• Track Engagement Metrics:
• • Monitor key metrics such as student enrollment in co-branded programs, usage of Chess.com resources, and overall engagement on the platform.
• Feedback and Surveys:
• • Conduct surveys with students and instructors to assess satisfaction with the partnership and identify areas for improvement.
• Adjust Strategies:
• • Use the insights gained from metrics and feedback to refine the partnership approach, ensuring that it continues to meet the needs of the academies and their students.

Impact

By executing this comprehensive strategy, Chess.com can effectively partner with chess training academies, introducing young learners to its platform early in their chess journey. This collaboration will not only enhance the academies’ offerings with Chess.com’s digital tools but also foster long-term user engagement and loyalty within the chess community.

3. Sponsoring Young Talented Players:

Execution Steps:

1. Identify Talent:

1. • Collaborate with Indian chess federations, academies, and coaches to identify promising young players with high potential.
   • Look for players who have shown exceptional skill and dedication at local or national levels.
   • Prioritize players based on their current ranking, growth trajectory, and alignment with Chess.com's target audience.

2. Develop Sponsorship Packages:

1. • 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.
   • Offer exclusive Chess.com branded gear for sponsored players to wear at tournaments.
   • Provide opportunities for sponsored players to participate in Chess.com events and promotions.

3. Onboard Sponsored Players:

1. • Conduct interviews with sponsored players to gather their stories, goals, and insights.
   • Work with players to create content such as player profiles, vlogs, and coaching tips.
   • Establish a content creation schedule and guidelines to ensure consistent and high-quality content.

4. Distribute Content:

1. • Publish player profiles, interviews, and content on Chess.com's blog and articles section.
   • Share player updates, tournament recaps, and content on Chess.com's social media channels.
   • Encourage sponsored players to share their content on their own social media channels.
   • Include sponsored player updates and content in Chess.com's newsletter.

5. Track and Showcase Progress:

1. • Regularly monitor the progress and achievements of sponsored players.
   • Showcase their success stories through Chess.com's blogs, social media, and newsletters.
   • Highlight the impact of Chess.com's sponsorship on the players' growth and development.

6. Measure Success:

1. • Track key metrics such as engagement on sponsored player content, new user signups, and brand mentions.
   • Gather feedback from sponsored players and the chess community on the effectiveness of the sponsorship program.
   • Use insights to refine the sponsorship program and content strategy.

Impact

By sponsoring young talented chess players, Chess.com can position itself 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, and inspiring others to join the chess community.
Furthermore, the content loop created around these players will showcase their journey, provide valuable insights, and enhance Chess.com's reputation as a supportive platform for aspiring chess players.

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