Business plan
Music learning supports
Our journey begins here
Contents Germination Brand positioning Mega launch Research & findings Competition Eswar purpose Market & reach Eswar challenge Application Musiksha Testimonials Tuning Folks Muspace business summary Professionals speak Team
1 3 5 7 9 11 13 17 19 21 25 27 31 34 35
2005/08
Germination The thought of creating an electronic sruthi instrument came about purely out of curiosity since the products available in the market were very old and there were only two brands across the country. The category has not seen any innovation for over 30 years and it was felt that the musicians definitely deserved a better sound for ambient support. Tanpura is such a classical instrument and the art of making these were dying. The usage was getting reduced due to the inconvenience of carrying and tuning the instrument was an art in itself. Largely the younger generation refrained from using the tanpura and have resorted to an electronic device. At this stage our idea was purely to come out with a competitive product with better sound quality and to grab market share from competition. Our work was purely in that direction for which an exhaustive market study was undertaken to understand the need gap in the market. Simulated sounds were created and housed into pilot hardware basically for understanding purpose. Various prototypes were made to identify alternates to plastic shells for better sound delivery. Through these trials we landed into developing an embedded platform where live recorded sounds were tried in lieu of system generated sounds. The sample study showed very encouraging response and we were sure that we had nailed the thought. We took up an extensive project of recording the live tanpura sounds and when tested the results were not encouraging. Vidhwan Shri T.V.Gopalakrishnan guided us and gave us a clear sense of direction when we identified that there were two types of tanpuras. Post this, Prof. Swaminathan (Physics) from IIT Madras helped us understand sruthi sounds as frequency.
1
With the above learning, we went back to the story board and identified Shri. Sanjeev Chimmalgi an expert in this field in Mumbai and we sourced miraj tanpuras from great musicians from Mumbai and had extended recording sessions with professionals with the required studio facilities. We extended the effort in Chennai by collecting seasoned Tanjore tamburas and recorded the same. This marathon effort is still lauded by one and all in the music fraternity. With the above effort, we hold live source sounds for all frequencies and were confident that we could deliver a device closest to a live tanpura against the system driven products available in the market. Creativity didn’t stop when a pertinent question got raised on what does the learner do for ragam (Scale) reference. We took up the challenge once again and recorded the sounds for all 22 frequencies and created the logarithm for all the 72 Melakarta scales. On demonstration of the prototype with Padmashri Hariharan in Mumbai, he casually mentioned while appreciating the effort that the mela scales were in equal numbers and hence it wasn’t as difficult as janya ragas which did not have equal numbers in the ascent as well as descent. Challenge again and the next milestone 300 janya ragas got plotted in quick time. Now with Sruthi & Ragam done we were bullish to complete the cycle by incorporating the tala patterns. Here’s where we came out with a unique color coding for the tala pattern and got the hand animation done for better learning and practice.
2
2009/10
Brand Positioning With the source sounds ready on hand and appreciated all around we started work on the hardware and brand building which was very important to establish. eSWAR was selected as our brand name e meaning electronic swara & the pun meaning the creator of sound lord eshwar. Dip sticks were favourable for the name and it struck the chord with the young and old all across nationally.
During the music festival season in 2009 and 2010 stalls were taken across all 4 southern states to promote and establish brand eSWAR. Lectures and demonstrations were conducted in all music colleges to get across to the music teaching and learning fraternity. Without too much effort we were able to place around 400 units to the trade on a sample basis in southern India in 33 outlets.
The first of its kind unique sruthi, ragam & talam instrument was ready for launch by end 2009.
An extensive research was conducted in 40 towns across India over 3 years and based on the market feedback we finalized on fresh prototypes which was ready for launch by end 2011.
The brand approach was “Treasuring the tradition” with a catch line “Discover Music”. The images were set to emotion and technology transformation. Our first lot of production was for 1000 units with around 500 units sampled across the country alongside demonstrations on a one to one and one to many in various cities across the country.
3
Thus eSWAR was established as a strong competition with live tanpura sounds with additional features of ragam and talam. A quality with premium attached. A new brand communication was launched with a line “Computer Tanpura......an intelligent music simulator”. The idea was to establish the intelligence behind the content of Indian music though traditional and how we have incorporated advanced technology to create a database in a structured manner for the music fraternity.
eSWAR technology differentiator
Reproduction
Resolution
Sur, taal & raag
No loss of resolution - professional delight
Live recorded frequencies
Multiple tracks
Digital amp
DSP
Algorithm
{
It was a PATENT worth journey and we applied for the same and has been unchallenged for the last four years and now due to be awarded any time.
{ 4
Mega launch
“Your instrument invites me to sing” Dr.KJ Yesudas
“A brilliant gizmo with a soul” Shri Hariharan
“A perfect learning & practicing tool” Sharreth (Music director)
5
“A good invention for Indian music” Prof Vedavalli
“Am amazed with eSWAR great use of teachers & students” Mandolin Srinivas
“A wonderful venture for carnatic music” TP Vaidyanathan (Padmabushan)
6
Research & Findings 2500
Respondents
••Researchers ••Professionals ••Teachers ••Few students
40
Major towns
••2 management students nationally from Amrita school of business
••Face-to-Face interviews, Quantitative structured interviews
••Project coordination by research agency PROPHECY
Equal levels of salience for the generic electronic tanpura, and brands Ragini & Radel, with top of mind recall in the region of 30%. Specifically, variations in salience levels are as below; electronic tanpura - high (researchers, students, 25-45 north); low (45+ west & rest of India, performers) Radel - high (above 45 ,performers, south & west);
Total awareness for eSWAR stands at a very healthy 34%, considering it’s nascence in the market. No segment has outright rejected the concept, given that lowest top 2 box score is at 68%.
7
Methodology
low (36-45 , researchers, Students, north & rest of India) Ragini - high (researchers, females, rest of India); Low (25-35 , south, students) Universal awareness for all the above, at an aided level
Higher than average awareness among 25-35 , Researchers & South. It is well below average among 45+ , Teachers, West & Rest of India. Awareness for eSWAR has been generated in equal measure through product Demos, concert presence & by a fair degree through word of mouth references.
Concept appeal & purchase intention On a five point likability scale the eSWAR concept received a 18% top box rating (Like it very much). An extremely healthy 78% rated it Top 2 Box’ (Like it very much/Somewhat). ••Likability scores are particularly high Among students, Teachers, South & West.
••Likability scores are particularly high Among students, Teachers, South & West.
••Segment wise purchase intent correlated highly with likability, except that Females indicate a higher purchase intent than Males.
••These should be the primary target segments from a thrust perspective.
••Corresponding levels of Purchase intention was recorded for the concept, with 17% Top box and 69% top 2 box scores, overall
This indicates that the product has great promise.
Specific ratings on product attributes Very high scores (close to 4.0 on average on a 5 point scale), across most attributes.
4.0 3.8 3.9 3.7 3.9 3.9 3.8 3.6 3.8 3.9 3.8
Uniqueness Talam & raagam Credibility User interface Relevance Portability Enhancement Sound quality Durability Packaging Learning enhancement
If at all, the scores are somewhat average on the Look & Feel of the product, with only 45% top 2 box scores. During the next stage of the product evolution, this feedback should be taken in. Although, it could well be that respondents are more familiar with the existing instruments available in the market and find this ahead of its time. Openness to buy-back 42% of the sample is open to availing the eSWAR Buy-Back offer. This could be a good route to enhance the pick up of the Mid Range model (with potential upgrading by affordability lead basic model preferred).
8
Competition The market is currently serviced by 2 major companies with sur & Taal separately and the sounds provided are system generated & synthetic. The electronics are basic controllers and used more as a support system.
Radel
Ragini
••Bangalore based ••Selling 3.00 lac units per year ••Turn over 45 crores ••30 years old ••Basic technology & system generated synthetic content.
••Mumbai based ••Selling around 1.00 lac units per year ••Turn over around 27 crores ••10 years old ••Preferred by musicians
Others
Software applications
••Negligible
••I Tanpura ( $ 15) ••Android ( Free & paid also available
••eSWAR focuses on live sounds & content along with DSP Audio for hi resolution sounds. Way ahead of competition on content ••The hardware market for conventional sruthi box is an estimated 150 crores
9
eSWAR content - differentiator
Shruthi
Ragam
Talam
••Live sound ••Perfect tuning
••Full content ••Visual indications
{
All in one. First of it kind learning tool. Hindustani & carnatic variations.
••Playing at all scales ••Large data
{
Current ••Sruthi is system generated, artificial sound
••Separate talam unit
••Support unit & not a learning
10
eSWAR purpose Music is an exquisite language with 7 alphabets & we believe that every individual is born to sing and enjoy music. MUSpace India Pvt ltd works in the space of music with an objective to reach out to the music fraternity by putting together content & technology. The extensive research in this field has enabled us to understand the need gap in the space. The intent is to enhance learning & practice methods to make the learner a quality listener, thus leading to becoming performers through a structured practice over years.
With our extensive research of over 5 years we broadened our reach vision beyond the 150 crore electronic sruthi box market to the overall Indian music learning and listeners market of over 5000 crores with a global positioning. Brand eSWAR a patented concept (Applied for) is focused on music learning supports through hardware, software & applications
Vision
Make Indian music learning structured & accessible
Mission
Create products & services that are technically superior, simple to use, flexible and easy to reach. Brand leader position in 5 years Current scenario : The current music scenario in India is growing, thanks to the media and the huge number of reality shows encouraging the younger generation. There is no hesitation of the current generation to take up music as a career and the trend is positive. The concept has been tested through research modes with inputs from senior vidwans, musicologists, educationalists & child psychologists. Market Prospects : The Indian music learners market is estimated to be around Rs. 3000 crores. The Indian music listeners market in India is estimated to be around Rs. 2500 11
crores. TV Music shows and competitions attract 500,000 entries in India on an average and have created increased awareness for learning music. The Opportunity : Criticality of the need ••Proper sruthi and structured content is a must for learning & practicing Indian music ••Flexibility and accessibility are becoming increasingly important. ••Reach to the right teacher and methodology is essential.
Flexibility/reach
Target state
Current state
Indian music teach
Teachers & amateurs 2,00,000
3%
Students 7 million
96%
••Increasing music awareness ••20,000 potential teachers / yr ••International recognition ••Increased school penetration
Performers & amateurs 1,00,000
1%
••NRI learning spend $1500 / year ••Increasing listener spend ••Institutional earning potential ••Pioneering change in Market thinking 12
Market & reach Market
Launch of MUTabs
••The market would be Global and would reach people learning, teaching or performing Indian Music.
••With the applications in place we would get to a first mover advantage by launching tablets with sound boxes for pristine sound reproduction catering to the young gen.
••A major NRI , Sri Lankan & Pakistani expats around the world are potential buyers for anything new & interesting in the category ••Target the spiritual market for MEDITATION
••Tactical ploys of exchange offers with tablets against conventional electronics boxes can gain inroads into consumer minds in quick time.
••Potential music inclined in our country 7 mn
••Such modern gadgets moves the brand image considerably against competition
••Current reach is not more than 25%
Reach direct ••Communication - Through Media , Press, Online ••On ground - Demos one to one & one to Many, Stall in music events & visibility in the trade ••Distribution - State wise distributors (20 - 25 nos) to reach out to 1500 outlets nationally ••Company owned kiosks in hi foot fall venues like airports & malls ••Teachers & institutions - Through promoters
Reach online / offline ••Placement in major online stores like Amazon,Snapdeal & Flipkart ••An exclusive eSWARONLINE store ••Online marketing through an exclusive business partner.
13
Target Segments / Market Size ••MuSpace offers solutions to almost all the segments associated with classical music. The current market size of the different segments is tabulated.
Segment
Segment size
Music spend (In crores)
Learners
70,00,000
3115
Listeners Teachers
5,00,00,000 2,00,000
2500 100
Performers
1,00,000
100
Music sabha
10,000
50
Stream
Segment size
Tution fees
4,000
Ticket sales Tanpura
2,500 150
Content
70
Promotions
50
Muspace - Positioning Trade & online - 150
Raagini
Radel
cr
eSWAR hardware
Eswar mutab Flexibility/reach/spend
Offline
- 3500 cr
Musiksha books
Musiksha cds
Online
Shankar Mahadevan Academy
- 500 cr
onlinecarnaticmusic.com
Tuning Folks
Reach plan
20
Distributors
500 Traders
2000
Professionals
5000 Teachers
14
Overseas reach The overseas market reach would be a great strategy to enhance eSWAR brand equity as Indian population still looks out for brands used abroad. The Indian,Srilankan & Pakistani population overseas are potential targets in the USA,UK , Eurpop,Australia,Middle & far east.
Countries Indian Population
Other Minor Countries 0.2mn
UK 1.8mn USA 4.4mn
Exclusive overseas distributors will be appointed and road shows will be organised in hi foot fall areas like community halls & place of worship. The pricing strategy is well planned to motivate them to buy locally in lieu of getting it from India.
Total population 1.77bl
Company owned outlets The company owned music kiosks will be strategically placed in airports & malls with a purpose to reach out to the consumer directly. This will be a huge boost to brand building and paves way to consumer understanding of the concept. Through direct reach to influencers like teachers & amateurs we will be able to bring in footfalls to such counters for conversion. This increases our margins and knocks off intermediaries.
Australia 4, 86,000 Malaysia 2.1mn
Singapore 0.7mn
15
Srilanka 0.1mn
Middle East 6.9mn
Europe 0.8mn
Hardware upgrade
Hardware - 3 Variants Software - Windows compatible
Way forward Hardware Targeting School & Professional 16
eSWAR challenge In this journey of over 9 years from the germination stage we have been able to understand the market transition in terms of technology and consumer attitude change. Thus we have been able to work towards a comprehensive music learning & practice solution for a larger canvas of the society. With infusion of funds we can translate the effort into a tangible reach and results for a winning cause.
Competition
eSWAR product spread
Radel
Hardware
••Fits to need ••Oldest & brand leader ••Huge range ••Well distributed ••Well serviced ••Trade friendly ••Amateur & performer choice ••North/West/East focused
••3 models ••Gain market share ••Take Radel head on in SOUTH - Sruthi & Talam ••Rs.3000 - 4500
Ragini ••Owner driven ••Poor distribution & service ••15 years in business I Tanpura ••Well noticed at pro level ••First mover ••US based - Hindustani content Tambura ••Production & sales shrinking ••Hindustani strong
PDA ••Basic model Rs.3000-5000 - Set the trend - Seek children’s attention - Recording & play back ••TAB 6000 - Content preload - Docking station for hi quality sound SW ••App - Take on I Tanpura & Droid - PC targets - MU-Siksha ••MU-KIT - Reach to trade & music schools - Direct reach to schools - Train the trainer
{
17
••One stop solution to music learning & practice ••Route to brand leader position
{
Active
Want Need
Ignorant
Passionate
Passive
Personality traits Image led Impulsive Possessive Convenience Conventional
Tech Savvy
Content led
Price
User type Professional
Amateur
Teacher
Beginner
Type of music Carnatic
Hindustani
Light music
Western
Listener / Influencer
Learner
Active
High talent/passion
1
3 Low influence
2 High influence
2
X Passive
3
Early
Mature
1
4
Low talent/passion 18
Application With eSWAR meditation ,Live tanpura Ver1 ( android ) and eSTR APP ( Win) ready for launch we would upscale the reach initiative in the technology space with the first of its kind live tanpura application in an economy and full pack offers starting from S 1.59 to S 10. Work is in place to create multiple apps under a single platform called eprodcast which would enable access to consumers of android, windows and iOS as per their choice. The app market is yet to be exploited as the current offerings are largely system generated sounds and with our offerings we are confident to make inroads into the already 2 Mn strong population through a clinical online marketing program coupled with an offline reach initiative to push the value proposition of our offering.
Sr.No
CODE
$
INR
1
Low a#/Low b/c/c#/d
M1
2.5
150
2
c/c#/d/d#/e
M2
2.5
150
3
d#/e/f/f#/g
M3
2.5
150
4
f#/g/g#/A/A#
M4
2.5
150
5
g#/A/A#/B/Top C
M5
2.5
150
6
Full pack eSWAR LIVE
FULL PACK
8
480
7
Upgrade 1
UP 1
2.5
150
8 9
Upgrade 2 Sruthi,Talam & Ragam
UP2 eSTR (Win)
5.5 10
330 600
{ 19
PACK
Experience for FREE - 30 days or 30 uses whichever is faster With the above MUSpace will be the first to reach out to the music fraternity with support solutions through a conventional sruthi box, tablet versions and applications.
{
D
ma
PERFECT FREQUENCY
4.5
20 15
10
G
KAL3
30
45
60
ni
sa
20
muSIKSHA (4 year curriculum) Music comes naturally to everyone. But it is not triggered in most people at the most crucial point in their lives. Especially in one's childhood, he or she can easily cultivate a music habit. Everyone can sing if given the right amount of push along with an atmosphere to learn & sing. With the above objective we launch music as a part of curriculum for children of classes 2nd / 3rd till the 5th / 6th. The major issues for the parents in getting the children close to music are as follows: 1. Proximity of teachers 2. Taking the child to a music school & fetching them back 3. No practice tools & evaluation process 4. Affordability
Thus we wish to take music to the children through the school in a structured format with training aids provided to the teachers through music professionals and also practise tools to the children for a closer follow up by the teachers. The practice tools created have been developed in attractive colours in printed & digital formats. These have been tested out with children & their attention span and registration has been really encouraging. All of the above is provided at an affordable price to reach out wide.
The objective: ••Inculcate children into learning foundation lessons & practice through a novel colour coded visual concept digitally ••Internalize high quality live hi-frequency sounds of harmonium & tanpura - sruthi (sur) ••Peek into the fundamentals of scales - ragams (raag) ••Practice talam with colour coded concepts ••Support the teaching fraternity with technology & practice content to reach out wider ••Reach out to a larger population of children of all sections ••Provide teaching jobs to amateur musicians through campus recruitment
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Every child can sing. It is our responsibility to trigger their interest.
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Primary students
Content
•• Unpolluted resources
••Visual and Structured
•• Flexible & uncluttered minds
••Logical and Fun
•• Boundary less of any kind
••Creative Endorsed by renowned musicians
•• Right environment
••User friendly technology
Teachers ••Opportunity to develop skill and talent very early on kids ••Right student base & Infrastructure ••Enhanced learning potential from veterans
•• Attentive & mouldable
Content ••Tanpura ••Talam ••Swara ••Patterns ••60-70 Classes Per Year
Feature ••Visual ••Aural ••Referel ••Kinesthetics
{ 23
Creativity, Discipline, Teamwork & coordination, Self confidence & expression, Personality & self esteem
{
Learner life cycle
1200
No. of peope
1000 800 600 400 200 0 1
2
3
4
5
6
7
8
9
10
No. of years
School strength 8000
Reach potential
7000
Music students
No. of students
6000 5000 4000 3000 2000 1000 0 A
B
C
D
Type of school
••TARGET 30% of school children in the primary section from 2nd to 5th standard ••Subsidized reach @ Rs 2000/- per annum 24
Testimonials “Shri Neyveli Santhanagopalan” Accomplished vidwan, inspiring guru & innovative educator. Ancient man had the privilege of listening only to the tone, note and rhythm. As the proliferation of race, he was able to visualize the (notationsSwarasthanam) sound/tone/rhythm pave way to notations. This is just a 300 year old phenomenon, which was not in vogue even during the days of Music Trinity period. As the natural process, all new methods will be put to test through resistance, the notation survived the test of time. To substantiate, all the music doyens in the contemporary era have advocated the notation system and propagation of music has happened through this mode from generations to generations to all walks of people who have devoted their disposals to the cause of music. We see everything in the world full of colours in all walks of life. The concept of bringing colours to the notations make it easy and interesting for the music learners/aspirants to decipher the nuances of (3 dimensions of) music, i.e., sruthi, ragam, thalam, is something worth commendable. This is the need of the hour. I am saying this only as it has already arrived through the thoughts of MKC and Eswar team. We have to necessarily embrace new methods, patterns and technology to take it to next generation music learners/aspirants. As vivid/power user of technology in my domain of music, as a practicing professional, as a performer and as a global teacher for teaching this wonderful art form to the shores beyond Indian boundaries. Music is a SCIENCE. Music education should also embrace scientific methods to propagate. Everything is subject to change but not time tested process and methods. Kudos to team Eswar headed by MKC for coming out with such a unique process to provide orientation and sync of swarasthanam and thalam in the visual form through this Eswar Musiksha. Pooja Playback Singer and top performer (AirTel supersinger) Unbelievable experience. I feel anybody can learn music with this. Creative learning and notes can be understood in a simple way by memorizing colours. With ESWAR,parents and children can learn music together. Personally it is going to help me learn and practice “Ragas” along with Melakarthas rightly. Thank you and looking forward to learn more.
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S.Adithya Narayanan,Music Laerner Winner times thiyaraja Music festival Pogo Amazing Kids 2009 The initiative taken by ESWAR to bring in basic knowledge of Carnatic music through schools is fantastic. For the starters , the soon to be unveiled ‘ Musiksha’ (a musical kit) comprising a mubook and a DVD will go a long way in aiding the school chidren to understand the basic in Carnatic music.My Best wishes. Bharat Sundar Performing Professional Winner Carnatic Idol Sr. Honestly,a great concept by ESWAR not just for the starters but also for amateurs and performers.Vocalisation is a very important aspect in any form of music since all boils down to communicating. In carnatic music, the VARISAIS are designed not only to teach the swarasthanas but also to impart the ‘How To Sing Factor’.This is one great step in promoting our own music and structure the way of learning. WAY TO GO! CHEERS to the entire team. “ More to come from ESWAR”
Padmashri Shri VikkuTH Vinayakram Ghatam maestro & Grammy Award winner I saw thenMUSIKSHA MUSIC SCHOOL LEARNING Kit created by ESWAR.This is an extremely useful tool. Moreover, for beginners of music, I feel that this would be a great value addition. I sincerely pray to Sri Sri Maha Periyava for the success of this concept. Shri.O.S.Thyagarajan Accomplished vidwan, inspiring guru&innovative educator. I have been associated with ESWAR family since many years. They have introduced a new system for learning Carnatic Music for young children. I have viewed the CD and the booklets which have been brought out very successfully. I am confident that this project will be of utmost use in schools and colleges. I wish ESWAR all success all over the world.
K.Sathyanarayanan. Yuvakala Bharathi and AIR ’B’ Grade artist (Keyboard and Harmonium) & Limca Book of Records. A Very novel thought of Chandru Uncle. I always feel visual media is the best way to put forth anything to the public. Particularly for this concept, young students will first get attracted to the colours of the visual effects of SRGMPAN! The sound of the super cool ESWAR tambura makes the student feel more closer to the music in him (or)her! A very cool idea, a novel concept which again will become a super success as how it has been till date. All the best uncle.
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Tuning Folks MuSpace aims to create a platform for Indian music that brings together students, teachers, performers and listeners. The secure ‘virtual music room’ facilitates the users to learn, teach, share, perform, listen and transact by providing features for: ••Background Tanpura, structured music lessons, dynamic e-books ••Video chat, voice chat, text, whiteboards ••Flexible access from desktops, tablets and smart phones ••Record, store, search, share & watch live performances ••Automated billing, reports, payments
Product / Service ••The platform provides the following services.
For Students ••Learn online through video and voice chat with ability to record and store lessons ••Search the extensive database for the right teacher ••Practice offline with background sruthi, record and share practice lessons with teacher ••Download dynamic e-books and access structured lessons
For Teachers ••Access to increased student base across geographies and time zones ••Enhanced earning potential with right infrastructure and content to teach ••Automated billing, payments and reports ••Platform to showcase skill / talent and build a good profile
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Learners ••Flexibility and reach ••Right content and methodology for structured learning
Performers / Sabhas ••Access to a larger audience base ••Enhanced learning potential
Teachers ••Access to a large student base ••Platform to showcase skill and talent
Listeners ••Easily available information ••Cost effective and flexible transactions 28
Performers ••MuSpace Features ••Access to increased audience across geographies through live stream performances ••Enhanced earning potential
Listeners ••Easily accessible information on music events and performances ••Lower cost to listen to performances of top performers through live stream performances ••Convenient and secure transactions
Benefit/ Value,uniqueness With a feature-set for both online and offline use and well-connected sales & distribution network, MUSpace offers solutions to all segments of classical music
Offline mode ••Electronic tanpura ••Read music books ••Record lessons ••Playback lessons ••Practice home work 29
Online mode ••Connect to teachers ••Learn online ••Download lessons ••Share information ••Watch live streams ••Transact online
Current learning scenario ••Performance oriented ••One to one & one to many ••Unorganized
Curriculum ••Non standard & complicated ••Extra curricular activity ••Too many schools of thought
Consideration ••Guru Proximity -The key ••Passive learning ••Structured replication
Teachers
Universities offering Graduation -108 (strength 200 - 300 students)
Students get Rs 2500/scholarship for taking up music
Additional grade is becoming an AIR Artiste
Institutions offering diploma over 3000 ( 75 150 students)
Every performer has disciples who take up to teaching privately - over 150000 nationally
Revenue source teaching and performing
Courses range between 2 to 7 years
Get trained with professionals for practical
Over 20000 potential teachers emerge year on year - are ready for placements in schools
{
With 50 students a teacher can earn Rs 15 -25000/- per month - working 150-200 hours per month
{ 30
MUSpace business summary Patent / Copyright protection The background sruthi and algorithm are patented and the patent is expected to be received in the next couple of months. eSWAR currently uses this background Sruthi and algorithm in an embedded platform in the form of electronic Tanpura instruments.
Test customer/feedback The electronic tanpura from eSWAR which uses the patented sruthi and algorithm is well received by students, teachers and performers. The customer feedback has been request for enhanced functionality and convenience which MUSpace hopes to provide.
Competitive Positioning Similar products / services MUSpace offers functionality for both online and offline use. Hence it competes primarily with two different categories of products namely ô€ ‚ electronic tanpura and online music teaching. In the electronic tanpura category, the primary competitors are Radel and Ragini. In the online music teaching category, similar service offerings include onlinecarnaticmusic.com and shankar mahadevan academy. USP With its unique online and offline feature-set, MUSpace appeals to wider set of users both in the real and online space. Also, unlike any of its online competitors, it has sales and distribution reach in the real world as well.
Rollout plan Business & Revenue Model MUSpace will promote eSWAR among teachers and students as a platform for structured music teaching and learning. With the right classical musical content and search options, this platform can disseminate information on classical music events and concerts and support online transactions. With a sizeable user base, this can be used to live stream performances of eminent artists.
31
The teachers and students will need to purchase an instance of MUSpace to use the platform. The dynamic e-books can be used within the platform by the students and will be based on a yearly subscription model. The teachers can use the virtual infrastructure to connect to a large student base and will be charged a monthly percentage based transaction fee. Transactions like purchase of tickets can be serviced on a commission basis. Advertising and promotions will be an additional revenue stream.
Long term goal To make MUSpace synonymous with learning, teaching, rendering of classical music. A one stop solution for Indian music. Risk Evaluation Risks perceived ••Learners and teachers market is conservative with low adoption of technology ••Cost of hardware and frequent changes in hardware ••Fear of loss mindset in teachers because of the influx of technology
1
PHASE 1 -Ready / Electronic tanpura / Meditation , live tanpura Ver1 , eSTR apps / Musiksha School reach
2
PHASE 2 - Q1 2016 / MUTab / epc platform to reach out to Android,iOS & Win / Live tanpuraver2/3/4
3 4
PHASE 3 - Q4 2016 / Hindustani content / Western conversions / Musicrux
PHASE 4 - Q2 2017 / Live Streaming / MUSicruxstabilisation / Voice analyser application
32
Mitigation Strategies ••Follow a ‘Train the trainer’ approach towards teachers and create concept awareness among teachers and students ••Provide solutions across multiple platforms like Android, Windows & iOS, so that the concept can ‘piggy back’ on newer and cheaper hardware like Aakash tablets ••MuSpace is built on a software platform like Windows / Android and hence is not directly tied to any specific hardware ••Promote MuSpace among teachers as a platform for showcasing their skills and enhancing their revenue potential and reach
Details of prototype / pilot What has been done?
What needs to be done?
••Extensive R&D has been done to arrive at the best quality of live sruthi
••Development of MuSpace platform for desktops, smart phones and tablets
••Embedded platform and algorithm
••Development of content framework and e-book content
••Electronic tanpura products for beginners, amateurs and performers ••Sales and dealership network across South India
••Creation of concept awareness
••Brand image awareness among performers and teachers
••Educating target segments on the new technology platform
••Product study across India for feasibility and acceptance
••Voice analyzer application
••Entry level applications
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••Sales and dealership network across the rest of India
Professionals speak
Late Shri. Mandolin Srinivas
Dr. KJ Yesudas:
Padmashri A. Hariharan
“Am amazed with eSWAR Great use of teachers & Students”
“Your instrument invites me to sing”
“A brilliant gizmo with a soul”
Shri OS thyagarajan:
Smt. R. Vedavalli:
Sharreth Music Composer:
“The Shruthi boxes have been made ready after a lot of research and design. A very useful product for all artists, teachers and students”
“A good invention for Indian music”
“A perfect learning & practising tool”
Shri. Neyveli Santhanagopalan: “Through eswar, I see that eshwar” 34
Team
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MK Chandrasekar
Usha Chandrasekar
Utthara Chandrasekar
Around 30 years of experience in sales, marketing and consumer behaviour research. Responsible for sales and marketing.
A graduate in english literature has over 15 years of experience in the field of transcription.
A budding graphic designer, is the brand & visual archiectect for project eSWAR. Will be holding the key role in brand positioning & marcom.
Ramji S
Sanjeev C
Rajashekar T
Carnatic music critic with strong theoretical knowledge in music. Responsible for carnatic music content and algorithm development.WW
Hindustani music expert performer and teacher. Responsible for Hindustani music content and algorithm development.
Technical architect with R&D experience from IBM. Responsible for technical R&D and solution architecture.
Music Tablet
Shruthi box
Tuning Folks app
Tuning Folks app
Sruthi, Taal, Raag app
Music curriculum 36
Address : Muspace India Private Limited B-11, Mahadevan Apts, 172, TTK Road, Alwarpet, Chennai, Tamil Nadu, India - 600018 Email : contact@eswaronline.com Phone : +91-44-42088248 37