hat should your business plan be like if your strategy for growth is targeting the youth? Give them what�s in - coffee - and what never goes out of fashion - music. Chennai-based Real Image Media Technologies is doing exactly that through one of its divisions, QJam Music Solution. QJams, as its digital jukeboxes are called, are installed mainly at youth hang-outs, such as Caf� Coffee Day and Pizza Hut, and family-oriented outfits such as Gianni in Delhi and Komala�s in Chennai - where customers spend at least half-an-hour of leisure time. The QJam division currently contributes about 5 per cent to the Rs 40-crore turnover of the Real Image Media group.

QJam targets youth from SEC A B who "drink a coffee priced at Rs 40 and don�t mind paying Rs 5 for a song". It offers digitised music solutions to outlets and bears the recurring costs of the jukeboxes and pays music labels a fee for buying and storing music. Besides, the outlets receive a share of the advertising revenue and a share from the sale of Q codes (which are something like pin numbers that enable you to punch in your song request in the jukebox). By March 2005, QJam wants to be present in 250 outlets in metros and mini-metros, such as Amritsar, Jalandhar, Patiala, Vizag and Cuttack. ... more