A Lifestyle Entertainment Dubai

LIFESTYLE
ENTERTAINMENT DUBAI

MOLD: Malayalis own Lifestyle Dubai

Lifestyle Entertainment Dubai
Executive Summary
MOLD will treat UAE Malayalee to a world of glamour and substance that is seductive and
accessible. Our stories will guide readers to a world where the pleasures of good life are part of
everyday experience. Sumptuous photography and fine writing will make MOLD, UAE Malayalis
premier source to everything that is beautiful, sophisticated and opulent.

As greater numbers of newly affluent UAE malayalis become more financially secure and
social culture evolves, MOLD Media will emerge as both a normal means of entertainment and
a leisure/lifestyle enhancer, and we can expect demand for Lifestyle media to continue to grow
(and evolve) for decades to come.

Related to this is the desire for information about modern Lifestyle facts, opinions, new
product launches, practical advice and impartial commentary which can enhance the lifestyle
experience and assist with making the right lifestyle choices. Familiarity with the lifestyle world
also breeds the desire for lifestyle entertainment.

All of the above will be key elements of Mold! Unique Selling Proposition, although the
established market of Lifestyle media in UAE will certainly not be ignored or marginalized by the
editorial approach.

MOLD Media is being headed by an experienced business and publishing partnership. Farhan
Aslam, Director at Jaslam Trading Company L.L.C and Jashir Ashraf, Managing Partner at
Malabar Classic Tea and Managing Director at Jasspack Services Private Limited are
investing their own capital into the venture, which will secure a lease on premises and assist
with initial set-up costs. Ashik Abdullah, former Marketing Manager at FWD Media and Analyst
at Reuters is the junior partner.

In addition, a celebrity partnership is being sought to build relationship with Malayalam
entertainment industry during the first two years of operation and, in particular, assist with
initial celebrity branding.


BUSINESS PROFILE

Name of the company: Awaiting Revert from Branding Team (Tentatively called MOLD)
Lifestyle Magazine (Digital and print)| Online Lifestyle store| Lifestyle events

MOLD media Pvt. Ltd. is a digital media and entertainment flagship. The MOLD team is a
synergy of highly experienced and motivated media professionals who bring their valuable
expertise to this one-of-a-kind product. MOLD Media aims to grow into a full-fledged digital
media house in the long run, offering its customers an unmatched 360 degree experience.

MOLD will be launched as a new Dubais First Kerala Lifestyle webcast and will be the flag-
bearer for a new Dubai Lifestyle media group to ultimately comprise a magazine in print,
internet and tablet (iPad and similar) edition; weekly newsletter, weekly YouTube program and
numerous brand extensions. The latter may include additional niche publications as well as
niche businesses (for example Online Lifestyle store and Lifestyle events management and
marketing firm) related to Lifestyle Dubai.

Nature of business: MOLD: Lifestyle Magazine (Digital and print)
Name of the magazine: Awaiting Revert from Branding Team
Type of magazine: Dubais First Kerala Lifestyle magazine
Target Audience: 17-45 year olds
Publication frequency: Monthly
Number of pages: 60-80
Others: Dedicated App and Website
Business structure: Partnership
MOLD Magazine, a daily dose of Kerala lifestyle in UAE that epitomizes luxury, is Dubais First
Kerala Lifestyle Magazine (Digital and Print). An elegant interactive magazine thats unique in
editorial, photography, design and quality. MOLD shall share and shape, the Kerala population
in UAEs discerning tastes on the very best the world has to offer in line with Kerala tradition.

Nature of business: MOLD: Lifestyle online store
Name of the store: Awaiting Revert from Branding Team
Type of store: Dubais First Kerala New Gen Lifestyle store
Target Audience: 17-35 year olds
Others: Dedicated App and Website
MOLD: Lifestyle online store would be a fun brand which would make a vast range of products
from household items to clothes and beyond which catered for young Indians. The sort of well-
designed yet functional items a young, single or committed person might like to be seen with.
Mold store will collaborate with many designers, craftsmen from across the country to combine
traditional skills and modern design to create a lifestyle products and ordinary household
goods.


MOLD Lifestyle online store concept:

Nature of business: MOLD: Event Management n Marketing Company
Type of store: Lifestyle event and Malayalam movie marketing in Dubai
Target Audience: Kerala Lifestyle and entertainment industry in Dubai
Others: Online marketing and offline execution
MOLD: Event Management n Marketing Company will be designed as an integrated movie and
lifestyle marketing model, thus establishing herself as a leading Malayalam Entertainment
Marketing Agency in Dubai. Our teams believe that the movie stays on in the minds of the
audience not in the lines on the hero and the heroine leading a happy life ever after, but in the
shapes of coffee mugs, T-shirts, movie parties, and we design upmarket merchandising material
based on the films story line, so that the film occupies a permanent place in the living areas of
the audiences.

Nature of business: MOLD: Digital marketing company
Type of store: Digital marketing for Indian companies in UAE
Target Audience: Indian companies in UAE
MOLD: Digital marketing company will be a full service digital marketing company. Our
comprehensive bouquet of services range from media, creative to search analytics and mobile.
In short, everything you need in digital media is served and packaged to meet your business
objectives.

Reason for opening
The generalist Kerala Lifestyle magazine and media sector in UAE has one dominant philosophy
which is slow-moving, hidebound and shows little appetite for innovation. It is regarded as
difficult to deal with and inflexible by advertisers and marketers and staid and boring by
readers.
The other players in this market are tiny by comparison, with small circulations and
niche audiences. They live a hand-to-mouth existence and are generally regarded by the public
as being in the pockets of the Business houses and/or its advertisers, and lack impartiality and
credibility. Mold seeks to become a Dubais first Kerala lifestyle Media and a viable, credible,
highly entertaining and innovative alternative for consumers and advertisers.

Training & skills

Mold partners have senior-level skills in general management, accountancy and publishing.
Collectively, the team has approximately 15 year experience in the Dubai market, plus
experience in media and lifestyle sectors. Key staff (Editor, journalists, layout artist) have
already been identified by the partners and sounded-out (on a confidential basis) about joining
a possible new venture. Experienced and skilled support staffs are readily available in the
Middle East region and will be recruited in the normal manner.


PRODUCTS/SERVICES
Product/Service timeline

MOLD shall roll out Monthly Lifestyle (interactive digital) magazine, with website (updated
daily) and Print edition within six months of operation. Social media activities shall start at least
a month before the launch of the magazine. Other brand extension activities will follow in six
months.

Technology usage

Apple Macs for page layout/design 1
Laptops for editorial staff 2
Laptops for marketing staff 2
Desktop for support staff 1
DSLR camera for editorial shoot 1

Supplier research: While there will be a core full-time staff complement at MOLD numerous
key functions will be outsourced in line with industry norms. These include printing, distribution
of the print edition, high-level photography, website management, lifestyle product
manufacture, event management and the IT network.

History & reliability: All individuals and organizations identified as key suppliers are well
established and reliable. All are known to the directors.

Shortages/Unavailability of skills: Unlikely, due to the slow economy and competitive
environment.

MARKET ANALYSIS
Target market description: Readers

Predominantly males and females aged 20-50 across all race groups and in all parts of UAE.
They are in the higher LSMs, well educated, and interested in lifestyle, touring and
entertainment. Younger males (28-40) will be in the majority, although only marginally so.

MOLD is not targeted at the expatriate population who is in UAE to support their family back
home (The Pravasi). These sectors have their own niche publications catering to their needs.

Target market description: Advertisers

The key target marketer here is Corporate and Product advertising from Indian manufacturers
and importers in UAE. Secondary targets are Dealers/Retail Groups, Auction Houses, certain
Aftermarket Suppliers and Event Managers.

A key strategy in the medium-to-long term is to leverage the strong lifestyle/travel/adventure
editorial approach and attract non-traditional lifestyle advertisers such as adventure travel
operators, male gadgets, computer games, and the like.

Market research: Consumers

There is one dominant publication in the Kerala lifestyle category (Vanita Magazine), which has
a relatively staid and traditional offering. It is well known and enjoys strong brand recognition,
but is regarded by many consumers as out of touch with modern-day readers, too technical in
its approach, and lacking in excitement. It has a basic website which needs improvement, does
not use social media, and has no other brand extensions. The rest of the market comprises
niche players, most of which lack credibility with readers because they are regarded as business
house sycophants more interested in protecting their advertising revenue than providing
impartial lifestyle experience and credible information/commentary. As a result, the standard
of content is generally poor. Several of these titles are tech-savvy and utilize websites, social
media and online editions.

But none of the above said publication offers exclusive Dubai lifestyle experience targeted
towards Keralites or any of the brand extension that MOLD promises to deliver.

Market research: Lifestyle industry/Advertising industry

The dominant player (Particularly Malayalam Radio Channel) is regarded by both the Lifestyle
industry and its advertising agencies (which make many of the ad placement decisions) as
expensive and monopolistic particularly when it comes to promotions and other forms of
marketing.

The small/niche publications are seen as having a small reader footprint, being unreliable in
their dealings and, in some cases, having a fly-by-night mentality. Advertising support is, in
some cases, only given to these publications because the motor industry does not want to put
all its eggs in one basket (i.e.: the dominant player).


Market trends

Despite a tight consumer market, there is continued demand for (and interest in) lifestyle
entertainment in UAE. This trend is predicted to be rise by an average of 10% in 2015, and a
huge increase leading to expo 2020.

In line with international trends, Keralites in Dubai are also exhibiting a determination to enjoy
life and to get involved. This, in turn, is driving a demand for lifestyle entertainment and
related activities hence increasing focus on family activities, experiencing Dubai and
travel/adventure activities could be seen.


MARKETING STRATEGY
Pricing strategy: Consumers

MOLD in print version once available have an initial cover price of Dhs 16.50, versus the Dhs
20.00 of the international magazines. The smaller/niche publications in this sectors are typically
around Dhs 14.00. The philosophy is to undercut the dominant player, while at the same time
differentiating ourselves from the rats and mice. Subscriptions (over 12 months) will offer a
saving of 20% on the full cover price.

The digital version would be made available free for the first 15 pages every month and the full
version would be charged Dhs 5.50 monthly. Subscriptions (over 12 months) will offer a saving
of 10% on the full cover price.

Pricing strategy: Advertisers

Initially advertising rates will be 30% below that of the international player (which obviously has
a far larger circulation and audience reach). Contract advertisers will have that reduced by a
further 5%, provided they sign a 12-issue contract. Rates will be re-evaluated after year one.
Similarly, website advertising rates will be 50% below that of the international player. For
contract advertisers in the magazine, web-based advertising will be packaged at a further
reduced rate for the first year.

Further advertising packages applicable to the iPad edition and TV programme will be offered
once these channels are up and running.

Promotion strategy: Consumers

Presence at local and regional lifestyle events as online marketing partner
Google ads to promote website
Advertising in the lifestyle programs of radio channels(Hit FM)
Cross-promotions between magazine and website (to be expanded to iPad, TV, etc once
these are operational);

Promotion strategy: Lifestyle industry/advertising agencies

Cross-promotions between magazine and website (to be expanded to iPad, TV, etc once
these are operational);
Promotional lifestyle event with celebrity to Indian industry manufacturers and
importers in Dubai, as well as their advertising agencies, prior to launch;
Production of a dummy issue of the magazine to serve as a sales tool prior to launch;
Ongoing visits to the above by the publisher, editor and sales team;
Distribution of complimentary copies of the publication to key people in the lifestyle
industry and advertising agencies.

Placement strategy

Magazine-based content will be delivered via print, electronic (e-mail) and iPad editions;
selected and differentiated content delivered via the website; selected and differentiated
content delivered via a radio program. There will also be a weekly lifestyle newsletter which is
distributed free to subscribers, advertisers and the lifestyle industry.

Advertising and Marketing budget

Lifestyle event Launch
Launch presentation & info pack:
Collateral for sales team:
Promotions at events :
Advertising:
Miscellaneous:
Total:

Sales forecast (ad revenue + copy sales)

July: (launch month):
August:
September:
October:
November:
December:
January:
March
April:
May:
June:

* Copy sales and ad revenue will be strong in the first month due to strong promotion and
interest in the publication. This will then decrease and slowly build up again as the publication
becomes better known, peaking in the run-up to Christmas and dropping off in December and
January.

LEGAL
Regulations & permits

The following are required:
Register business
Register website and domain name
Membership of the Audit Bureau of Circulations
Membership of the Online Publishers Association
License for online trading

Agreements

Agreements are to be entered into with the following to ensure continuity of supply in the
medium term:
Web Printing
National Magazine Distributors
Designers
Celebrity partners
Event Mangers
Lifestyle product makers

Trademarks & copyrights

The MOLD name, logo and trademark will be registered, both in Dubai and neighboring
emirates. This is important, as the long-term strategy includes several brand extensions.


FINANCIAL PLAN
Start-up capital: Analysis of Start-up Costs

Legal & Accounting fees:
Furniture & fittings:
Office equipment:
Camera equipment:
Stationery:
Advertising & marketing:
Deposit for initial digital platform
development

Other:
Total start-up cost:

Fixed business costs: Analysis of Monthly Expenses

Rent:
Utilities:
Wages & salaries:
Payroll expenses (taxes, etc):
Printing:
Insurance:
Bank charges:
Bank loans:
Repairs & Maintenance:
Vehicle Expenses:
Travel /Delivery/Fuel:
Telephone:
Supplies (office & operating ie. cleaning)
Website & IT backup
Miscellaneous:
* Total average fixed business costs:

* Printing cost will vary according to circulation. Figure indicated here is a predicted monthly
average

Break-even analysis

In year one, a break-even scenario would be adequate. To break even, MOLD needs advertising
sales of 18.5 pages @DHS??? for a full page and Dhs ??? for a half page and ??? copy sales,
which equates to revenue of Dhs??? (bearing in mind that 50% of the cover price goes to the
retailer and distributor). Plus revenue of ??? from other brand extensions. These figures are
regarded as achievable in year one, with incremental improvements to be expected in year two
and year three

Important assumptions

Year 1 Year 2 Year 3
Electricity tariffs +8% +5%
Printing cost unchanged +8%
Cover price +5% +8%
Distributors
commission
25% of cover price unchanged unchanged
Retailers commission 25% of cover price unchanged unchanged
Advertising page rate +8% +8%
Advertising revenue +20% +25%
Circulation +30% +50%

Projected profit & loss (first 12 months of operation)

Annual Gross Revenue:
Less Printing & Overheads:
Net Profit (12 months):


ORGANISATIONAL MANAGEMENT
Human resources

Ashik Abdullah will serve as CEO and also assist with advertising sales and high-level
administrative tasks. Jashir Ashraf will serve as chief financial officer. The Marketing function
will, in the initial stages by shared by Ashik Abdullah and the Sales Manager.

The following permanent staff complement is required.

Sales Manager Two
Journalists One
Layout Artist One
Designer One
Editor One
Admin Assistant One

The large pool of skilled people in UAE means that skilled and experienced staffs are readily
available. Staff will be recruited by personal contacts, word-of mouth, and advertising. Salaries
are as follows:

Directors
Sales Manager
Journalist x 1
Layout artist
Editor
Admin Assistant
Total wages & salaries
NB: Fees for freelance writers, photographers or layout artists are not included in this figure.
NB: No cleaning staff will be employed as this requirement is being outsourced

Management

The only other management-level employee besides the investors is the Editor. This is a key
leadership role and the editorial department will ultimately have a staff of four or five people.
No appointment has been made as yet.

Professional consultants

Legal:
Accounting:
Insurance:
Bankers:


GROWTH & EXIT STRATEGY
Business goals: Short-term (first 6 months):

This is the launch and product development phase. The aim is to begin establish the
MOLD! name and, in particular, the magazine, which will serve as the flag-bearer for the brand
in the initial stages

Business goals: Medium-term (6-24 months):

Improve the presence and offering of the website. Introduce the print edition and lifestyle
store. Build the subscriber base. Launch first movie promotion event. Begin laying the
groundwork for a Mold YouTube program.

Business goals: Long-term goals (2-5 years):

Secure the future of the publication (across all key distribution channels) by achieving an ABC-
certified circulation of at least 25 000. Website moves from a supporting role to a more central
role. TV programme becomes established. Other brand extensions are introduced.

Exit strategy

The directors see MOLD as an evolving long-term project and intend to remain hands-on and in
day-to-day control for at least the next 10-15 years. Options at that time for an exit strategy
may include a management buy-out by existing staff, or sale to a large national/international
publishing group.

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