Step 1: Course on "digital"
IN 2018 year, the Stoloto company launched a digital transformation of its lotteries. Albert Usmanov, Director of the Digital Marketing Department of the diversified holding S8 Capital, which structure includes "Stoloto", tells: “We understood, that it is impossible to ensure business growth only through offline tools. This made it difficult for us to attract a young audience., which, according to IGT research, considered this category "fun for grandmothers".
«Столото» — крупнейший распространитель всероссийских государственных лотерей, which are organized by the Ministry of Finance and the Ministry of Sports of Russia within the framework of the Federal Law "On Lotteries". Lotteries are held under the state supervision of the Federal Tax Service throughout the country through 91 thousand. points of sale, as well as on the website www.stoloto.ru and in the mobile application "Stoloto".
The company had two tasks:
- Improve customer experience. According to Stoloto, this allows you to increase LTV (Lifetime Value — «пожизненная стоимость клиента») on 23% and ARPPU (Average revenue per paying user — «средняя выручка на одного платящего пользователя») lottery player for 19%, as well as increase the efficiency of attracting new lottery participants.
- Change reputation. It is necessary to correct the negative image of lotteries, which arose due to flaws in the client service. This has a good effect on the growth of NPS. (Net Promoter Score — индекс готовности клиентов рекомендовать продукт).
"We found, что недоверие к лотерейной категории и недостаточно высокий уровень NPS — следствия несовершенного клиентского опыта в цифровых и розничных каналах, — рассказывает Усманов. — Например, when a person has difficulties in the Stoloto mobile application, he thinks, that this was done on purpose, to deceive him ".
Lottery ticket business
Lottery as a business, is one of the most profitable areas. For, to understand, how to properly organize a lottery, knowledge of financial legislation is required, good marketing and market knowledge.
Presently, there are major large companies, as well as those, who is trying to keep up with them. Therefore, you should understand, that to attract players you need good advertising and organization of many points of sale.
Given our mentality, this business is very profitable, one has only to recall the scale of gambling establishments during the period, when they were allowed.
Its useful to note, that gambling is prohibited almost throughout the entire territory of the Russian Federation, except for four specially organized zones. And in the same Ukraine, casinos are banned in general throughout the country, but Ukrainian legislation does not prohibit lottery, just like in Russia. Therefore, the organizer of this type of games may well place a bet on former clients of such establishments..
Start by understanding the numbers, which you are ready to invest in the project. After all, the given business idea is quite complex in terms of organization. It is advisable to have an experienced lawyer in your state or outsourcing, accountant and marketer. Hiring on a permanent basis will be more costly and less efficient, than a one-time hiring of the right specialists.
Organizational moments
For calculation and understanding, how to open points of sale of lottery tickets, an analysis of the most visited or traversed places in the city is needed.
Also, it will be useful to conduct a research of potential customers, on the basis of this it will be possible to make favorable conditions for the game and understand, what amount is the most valuable.
In your portfolio, in addition to the amount itself for starting a business in this area, there should be a winning amount, which you can immediately pay the player.
Employees at the first stage:
- Technical Specialist;
- seller;
- economist.
for example, lottery tickets, can also be sold at ticket sales points of partners or competitors. Primarily, many points, where tickets of several companies are on sale.
What is desirable to have on hand:
- permits;
- financial plan with project budget;
- agreements with partners;
- preparation of statutory documents.
Opening costs
To open a lottery business and calculate the approximate costs, should decide on, will it be a regular lottery or on the Internet.
In this business plan, we will consider the costs of opening our lottery in physical format.
For, to know for sure, how to open an enterprise in this area, it is better to take a complete list of required documents from the federal authorities. Advertise on local information resources.
Main expense items:
- advertising (from 50,000 rubles);
- execution of all documents (to 20,000 rubles);
- obtaining permission from authorities (to 15,000 rubles);
- equipment for printing lottery tickets (from 50,000 rubles);
- development of a layout with watermark protection (from 50,000 rubles);
- staff organization (from 200,000 rubles);
- opening of islands in the shopping center for sale (from 150,000 rubles per point).
Total: 535,000 rubles.
Approximate package of documents:
- detailed rules for the lottery;
- agreements with points of sale of your lottery tickets;
- income distribution documents with a prize budget of at least 50%;
- statutory documents of founders;
- example of a lottery ticket with protective watermarks;
- description of the winner selection system;
- registration documents for individual entrepreneurs or LLC;
- rules for storing and using uncollected winnings.
Potential problems and risks
Topics, who opens his lottery, among the main risks should be highlighted interaction with inspection bodies and customer reviews. Also, in the case of an electronic lottery, this is to protect the system from hackers, and in the case of physical ticket sales, it is protection against counterfeiting. You should also ensure the security of the circulation of tickets and the protection of the company's trade secrets..
Look at the same topic: Открытие развивающего детского центра по франшизе
Main risks, capable of damaging:
- tax inspection;
- attack on servers, where is the lottery base;
- fake lottery tickets;
- negative feedback from players;
- losers' lawsuits.
Way 1 - we use personal numbers
The first way, which will allow you to select the winning ticket from the bundle, based on the definition of personal numbers. How it's done? First, you need to define three personal indicators - the number of personal years, month and day. About that, how to calculate them, we have already said in separate articles - re-read them again. Many are wondering: if everything is clear with the year and month of the lottery draw, but which day to take into account: that one, in which the draw will be held, or the day of the ticket purchase? Here we advise you to experiment, having tried that one, and another option, since there is no unequivocal opinion on this matter.
How to apply this method? Very simple: when calculating, you will receive three numbers - they need to be added together and bring the amount to a single-digit indicator
Choosing a lottery ticket, pay attention to the numbers of his number - add them together, and if as a result you get exactly the same, what came out when calculating your personal figure - take this ticket
Way 2 - the technique of Ellin Dodge
The famous digital magic researcher Ellin Dodge has developed her own way to increase the chances of winning the lottery. How to win the Dodge numerology lottery? His way is pretty simple. You need to take as a basis not your personal numbers, but the exact date of the draw, otherwise the calculation is similar to the previous one. Suppose, what circulation, in which you want to participate, will take place 24 December 2019 of the year. We just need to add the number of the day together, months and years, but in full terms, not in separate numbers. In our case 24 it will remain so 24, and will not be reduced to six, month will be read as 12 (but not 3), and year - 2019. The calculation formula will look like this: 24 + 12 + 2019 = 2055. But we already reduce the resulting sum to a single-digit number: 2055= 2 + 0 + 5 + 5 = 12 = 1 + 2 = 3 - lucky number - three.
How to use the Dodge method in practice? You need the same, as in the previous method, try to find a ticket, whose number when added turns out to be a three. If you play the lottery, where you need to choose the numbers yourself - take those, which boil down to three, eg, 3, 12, 21, 30, 48, 57 etc, since they, Most likely, will bring you victory. If you buy a ticket, on which certain numbers are already printed - choose the one, in which there will be more of those, what comes down to the amount you need.
Way 3 - calculating the probability
How to win the lottery using numerology without using personal numbers? This is also possible, true, the technique gives only a small chance of luck, not accurate hitting the target. You just need to analyze several previous draws and write down all the drawn numbers for each, and then add them up and bring them to a single digit. Suppose, what did you choose the lottery, where do they win 12 numbers from 36: write them in a line, and then add. Let's admit, we had such numbers in the previous draw: 1+4+7+13+18+19+21+26+29+32+35=205=2+0+5=7. We got a seven, which means, likely, this time the amount, equal to seven, definitely will not fall out.
Similarly, we check the lucky numbers of several previous draws., to reveal a certain pattern. So, eg, if an odd number is won several times in a row, high probability, that in the upcoming circulation the sum of the dropped out numbers will give an even. It is possible to analyze not only the total amount, but also numbers, which dropped out. If, eg, in the numerical range from 1 to 10 only even numbers appeared among the winners, it's worth buying a ticket this time, where, on the contrary, odd, and if you choose the numbers yourself - choose exactly them. Similarly, you can compare number sequences from 20 to 29, from 30 to 39 etc. Of course, it will take quite a long time, but imagine, what joy will take you, if you really win a large amount!
Other techniques for attracting luck
In addition to the above ways to win using numerology, there are also some other methods of increasing the chance of success. So, eg, considered, that a person most often buys winning tickets on his own birthday or the birthdays of people close to him - parents, spouse, brothers and sisters, grandparents. Tickets are considered lucky, where there is a number 8 (eg, as the sum of the ticket number, or when many numbers are marked, reduced to eight). You can also calculate your personal wealth number using monetary numerology and use it. But remember: if you managed to hit a big jackpot, better not to try your luck anymore and not participate in lotteries, as Fortune gives a lucky chance only once.
