Porters Five Forces Model The threat of entry of new competitors: Barrier to entry: since this is all about

ut monitoring, the existing execution and information transparency there are as such no barriers to entry. Economies of product differences: high 1.campaign execution monitoring 2.Fair pricing info 3.Site legalities info 4.Real time traffic or TG data. Brand equity: brand is yet to be established with the highest stakeholder being transparency though data backup, which is the die-hard need of this hugely unorganised sector. Capital requirement: high in order to prepare the information data base to venture into organising this unorganised sector Access to distribution: very low because yet to gain acceptability

The threat of substitute products or services: (substitute in this case are the employees hired by the agency and brands to solely look after monitoring on the ground) Buyer's propensity to the substitutes: It is high at present as they are sceptical about spending on something new when they are right now managing things within their budget. Relative price performance of substitute: less Perceived level of product differentiation: high, but the buyers are happy to harp on 'less for lesser value proposition'. Ease of substitution: this is high because being information-based product..it is mor prone to substitution. The bargaining power of customers: Buyer concentration to firm concentration ratio: low Bargaining leverage: is not high, because in this industry being a new entrant with a new concept before getting self established there is not much bargaining power.

Buyer volume: is high, but at present it will be better if we say prospect volume is high that yet needs to be converted. Buyer price sensitivity: high Buyer information availability: is not high as personal approach is needed to gather this information.

The bargaining power of suppliers: (As it is information based, suppliers are mainly the information suppliers like govt. agencies, telecom giants (for traffic details), RTI agencies etc.) Degree of differentiation of inputs: high Impact of inputs on cost of differentiation: high. If we track traffic data with some analyser device we will have much lesser detail than if we collaborate with the telecom giants to help us with info by sim card tracking. Supplier competition: we do not need to analyse this because the supplier is at the upper hand, they do not have any obligation or extra benefit other than monetary by supplying the information. The intensity of competitive rivalry: Advantage of being first-goer in the market: yes Competitive advantage through innovation: high powerful competitive strategy: 1.unbiased transparent feedback 2.real time data backed site analysis handy 3.buyer's competitor's analysis 4.fair prices dealings with pricing information pro rata OTS, visibility, impact, effective gaze and various other criteria.