Mayank Kulshreshtha

A3128113005
3
rd
Semester, MFM
ASHISH HEMRAJINI-CEO &
THE FOUNDER OF BMS
Started in 1999
Evolved the business model from a fleeting idea when 3
long-time friends go holidaying together in Capetown,
South Africa
Launched Bigtree Entertainment that ran its business as
under the brand name Goforticketing -rebranded as India
ticketing in 2002, before finally being christened
BookMyShow three years ago.
Between 2002 and 2004, as the number of multiplexes
across India grew, Bigtree turned into a software solutions
provider that sold automated ticketing software to theatres.
Three years ago, Hemrajani re-launched the business as
BookMyShow - adding Web18 as a strategic partner - and
ever since has been growing at 40 per cent year-on-year.
Bigtree has also ensured that it stays ahead of the competition by selling CRM (customer
relationship management) and loyalty software to all multiplexes.
GOFORTICKETING
(1999)
INDIATICKETING
(2002)
BOOKMYSHOW
(2007)
Business Model
The firms revenue model is rather simple, it runs on a service fee that it charges its customers
for every ticket purchased through the website.
It is therefore a high volume and low margin business. Considering its business model, the
company decided it would be the right strategy to move its operations to the cloud rather than
having to invest resources in managing and buying hardware infrastructure.
With the availability of the Amazon Web Services cloud, the company decided to use AWS
Redshift to store its customer usage data and run analytics on it, by integrating its custom
built on-premise application Tableau a visualization tool, with the cloud.
With Redshift, we have to pay only minimal amount a year and are not required to invest
into any kind of additional hardware or infrastructure. Secondly, we can now get results to our
queries in only a few seconds as compared to several days it would take us to get any MIS
report on our customers, says Parikshit Dar, Co-founder and Director, BookMyShow.com.




By running analytics on its customer data, BookMyShow was able to identify several trends
such as the customers interests by the way they navigate through the pages, where they spend
most of their time, types of movies or shows they watch, when and how often they normally
watch and the locations, transaction patterns, payment methods, etc. This information in turn
enabled the firm to segment its customers more accurately, communicate with them
meaningfully and make appropriate recommendations, so that the customers have a great user
experience with the company.
The tangible benefit BMS have experienced is cost savings by tens of thousands of dollars as
they dont have to make further investments into expensive data warehousing hardware or
additional infrastructure and its management.
With no time wasted to manually write queries and being able to receive the results of the
queries in a matter of seconds or minutes, our team can now process and analyze the results
faster, make quicker decisions, focus on building the business with innovative ideas and
reduce our overall time to market for services
The movie and events ticketing portal run by Big Tree Entertainment Pvt Ltd saw revenues
rise almost 80 per cent to Rs 52.6 crore ($8.7 This shows the firm has maintained the topline
growth momentum and is not yet feeling any growth pangs given that it already dominates the
market.
This was accompanied by the firm clocking a net profit of Rs 3.2 crore or more than double
the Rs 1.4 crore that it generated the previous year. This means the firm improved its margin
after breaking even in FY12 (against a net loss of Rs 41 lakh in FY11). The firms net margin
rose to 6.1 per cent against 4.9 per cent in FY12.
The firm recently also acquired Ticketgreen.com, an entertainment ticketing portal mainly
catering to the south Indian market. The deal was struck at the fag-end of FY13; so revenues
from that business could be seen flowing from this financial year. Given that BookMyShow
was not present in the southern market, the deal was complementary to its operations.
Bookmyshow.com services approximately 105 cities and 1,400 movie screens in India. As of
December 31, 2012, bookmyshow.com had approximately 5 million registered users and
recorded an average of 5 million unique visitors per month, according to Google Analytics. In
December 2012,bookmyshow.com recorded approximately 7.7 million total visits, which
represents growth of 40 per cent from around 5.5 million visits in December 2011, according
to comScore.
It sold an average of over 2 million tickets per month in the nine months period ended
December 31, 2012, which translates into over 46 tickets per minute.

HIGHLIGHTS
Boasts 40% CAGR in revenues
Holds over 90% market share in the online
entertainment ticketing space.
Listing of over 1000 screens across 87 cities around the
country
Partnerships with all major Indian production houses
as well as the Indian counterparts of some which are
based abroad, includes cinema chains like INOX, Big
Cinemas, CineMAX, etc.
75% of all cinema tickets sold online are via
BookMyShow with peak sales which have touched the
mark of over a million tickets.

BookMyShow has already sold tickets for over
1500 plays online
Tie-ups with theatres viz. Prithvi Theatre and
the NCPA (Mumbai), Indian Habitat
Centre(Delhi) and Rangshankara (Bangalore)

OFFICIAL
TICKETING
PARTNER
Strength
1. Vast network of event organizers and major cinema
chains
2. Simple and convenient to use
3. Continuous innovation like providing ticket booking
application for Blackberry mobile
4.Constantly updated with forthcoming events and
movies
5. Around 90% market share in the online entertainment
ticketing space
Weakness
1.Mostly limited to urban areas as people in India are still
apprehensive for online payment
Opportunity
1. Expand capabilities to cover more events and movies
across various cities
2. Acquiring more partnerships with various business
entities
3.Co-organizing events with various event organizers to
increase physical brand presence
Threats
1.Possibility of mismanagement due to lack of
coordination with event organizers
2. Improved functionalities by competitive online
ticketing portals
3. Newly emerging competitive online ticketing portals