report on lead generation

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A Summer Internship report on

Leads generation for Angaros
and Cheezemark

By
K.Maanvitha

1

1201019
Indian Institute Of Management Tiruchirappalli

Acknowledgement
I would like to thank Mr. Sreeram Reddy Vanga, Managing Director, Innopark and Mr.
Madhu Avalur, Founder, Angaros and Cheezemark for giving me an opportunity to
brainstorm and share ideas with the best minds in the industry.
I would like to extend my sincere gratitude to Mr.Srikanth Kalakonda, Manager, Branding
and Communications, for his supervision, invaluable guidance and constant encouragement.
Without his help, this project wouldn’t have materialized.
I would like to thank all the members of the team who contributed in their own significant
way for the completion of this project.
I also thank the professors at Indian Institute of Management Tiruchirappalli for their
attention and unwavering support without which the efforts would have not produced desired
results.

Aim of the report:The purpose of this report is to showcase my learning through the two month duration of
summer internship at Innopark Pvt Ltd. I have actively participated in developing the
business opportunities and exploring the prospective strategic partnerships that the company
may obtain in the near future. The report would indicate all the business segments the
company is into and also will portray the varied services offered by each of these segments, it
also would indicate my personal contributions which comprises the list of companies and
various other specifications that have been filtered by me basing on the proposed
metastasised criterion given to me.

2

Table Of Contents
About Innopark..........................................................................................................................5
Business Model Of Innopark.....................................................................................................5
About Angaros...........................................................................................................................5
Services offered by Angaros......................................................................................................6
Sectors and portfolio of Angaros................................................................................................7
Portfolio description for Angaros...............................................................................................7
About Cheezemark.....................................................................................................................9
Services offered by Cheezemark ...............................................................................................9
Sectors of operation and Portfolio of Cheezemark..................................................................11
Correlation between innopark, angaros and cheezemark.........................................................12
Synopsis...................................................................................................................................12
Consolidated Services Offered.................................................................................................13
Regions Of operation...............................................................................................................13
Aim of the Internship...............................................................................................................14
Segments of the database.........................................................................................................14
Online PR.................................................................................................................................14
Incubators.................................................................................................................................15
Associations.............................................................................................................................15
Venture Capital Networks........................................................................................................16
Events.......................................................................................................................................16
Awards......................................................................................................................................16
Entrepreneur Development Cell...............................................................................................16
Mentors....................................................................................................................................17
Target Companies.....................................................................................................................17
Intendment behind the segments..............................................................................................17
Type Of research......................................................................................................................19
Algorithm for Leads generation...............................................................................................20
Division Of work......................................................................................................................20
3

Templates of our work..............................................................................................................21
Incubators Page........................................................................................................................23
How does this work benefit the company?..............................................................................24
The Marketing Activity............................................................................................................24
How did the internship benefit me?.........................................................................................25
References................................................................................................................................25

4

About Innopark
Innopark is a premier innovation solutions provider focused on the Gaming, Entertainment,
and Media Industries. They power award-winning gaming technologies across online,
mobile, and social platforms, serving millions of end users for their clients worldwide.
Founded in 2004 by gaming industry veterans, with a vision of 'Striving towards
Breakthrough Performance', the organisation makes a difference to the customers leveraging
on their core competences –Design, Technology and Marketing, the building blocks of
eBusiness.
Business Model Of Innopark:-

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s
a
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i
i
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i
a
i
n
n
e
n

GEOGRAPHI
ES

PLATFORM

g

SECTORS

About Angaros:Angaros is an agile group of strategists, creative thinkers, designers, marketers and
technologists with entrepreneurial passion, operating internationally with extensive
experience in 5 continents.

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They perform effective actions with quiet reflection on how to succeed in growing revenues,
net income, and shareholder value for extended periods to achieve top-line growth and
bottom-line results. Their expert team consists of marquee management consultants,
investment bankers and industry specialists. Angaros team believes in a famous quote by
Aristotle “We are what we repeatedly do. Excellence, then, is not an act, but a habit.”

Services offered by Angaros:Upstart:The program helps entrepreneurs to get an objective reality check from the
consultants who are already successful entrepreneurs. It focuses on training and
motivating the to-be and budding entrepreneurs to evaluate their ideas and
implementation techniques. The vision is to ignite the passion in them and thus,
nurture entrepreneurship.
Strategy Consulting:Angaros provides practical and effective paths to implement solutions which can
generate bottom-line results, growth and sustainable competitive advantage. The
consultants work to strike the right balance between short-term needs with long
term implications.
The team also provides consulting in the following segments
eCommerce
Online Marketing
Social Media Marketing

6

Sectors and portfolio of Angaros:-

Portfolio description for Angaros:-



Gramble World BV is a mobile-based social gaming company headquartered in the
international city of The Hague, the Netherlands The network has already attracted more
than 130,000 registered users, who have access to 2,000 games from over 150 developers.
The network joins everyone together through social and technical features including
cross-game chat, cloud saving, achievements and leaderboards, activity feeds, and
Facebook integration.



Bubble Gum Interactive is an independents games and entertainment studio based in
Sydney Australia. They are passionate about storytelling and believe in creating amazing
games filled with fun, action and adventure! Their first game, Space Heroes Universe has
grown to become the most-awarded virtual world for kids on the planet.

7



Koolbit is the premier mobile, casino, network game company based in the USA and are
building the largest network of mobile casino games. The fastest growing sector in
the casino business is mobile, the largest computing platform ever seen. More than 1B
smartphones are in use today. With another billion coming quickly,
the mobile opportunity is huge, for companies like Koolbit that started early.



i-lend is a marketplace that allows people to borrow or invest money in each other in the
online space. Borrowers post their loan amount varying from ` 25,000 - ` 3,00,000,
interest rate willing to pay and period of loan through their listing. Additional information
such as need for the loan, how the borrower intends to repay, financial stability,
recommendations etc. will help borrowers secure a loan faster and at the desired interest
rate. Similarly, investors can post a listing that gives information on whom they would
like to invest in i.e. borrower type, purpose etc. Their postings also indicate expected
returns and investment criteria. This information is available on the listings page for
borrowers and investors. They can approach each other and place offers.



SocietyOne is Australia's first fully compliant peer-to-peer online platform – connecting
borrowers and investors in a secure, safe, professional online environment. SocietyOne
revolutionises the consumer finance industry, delivering borrower interest rates matching
credit profiles and providing investors with the opportunity to invest in this asset class.
This means lower interest rates for low risk borrowers and higher rates of return for
Australian investors.



Valuefy is a premier investment portfolio engineering and risk analytics provider with
path breaking solutions empowered by high morale 'valuefiers', endorsed by the numerouno industry players. Capital markets, stocks, patterns, statistics, risks and their relatives
excite us. They are passionate about creating portfolio management products using
advanced quantitative techniques and delivering it in a super-user-friendly packaging.

8



Artjini is India's first and largest online store for art reproductions. You can choose from
a wide variety of categories and subjects. Bring life to your living space, be it your home
or workplace. Artjini offers reproduction of art on various media.



Connecting people across the world in the familiar embrace of warmth, sentiment and
lasting emotion is what they set out to do a decade ago. Over the last few years, they
created a capability of connecting people across 185 countries. Over 13 million people
and 4 million gifts later. Expressed in wines , flowers, gift baskets and more. Across
several age groups, they have had a small but vital role in strengthening the tug of love,
respect and endearment.



MedStar is a well funded startup focused on helping chronic patients with its products and
services. MedStar is promoted by IIT Alumni, supported by prominent doctors and
investors from Hyderabad Angels and Singapore.

About Cheezemark:Cheezemark is a specialist digital marketing company can help you build your brand online.
With the help from the digital marketing experts they build a comprehensive roadmap for a
successful brand.

Services offered by Cheezemark :-

Cheezemark offers two types of services

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1. Digital Marketing
2. Customer Support:- The 24* 7 Customer support services include the following
services







Email Support
Support ticket management
Live chat support
Voice support
Customer Acquisition
Multi Lingual Support

The Digital marketing services include the following
Integrated
Branding &
Communicatio
n Strategy

Marketing
Literature
Design

Brand
Consulting



Brand
Naming


Brand
Communication

Brand

Identity Design

Editorial
Content &
Design



Brand
Positioning

Online PR

Management

Brand
Architecture

Internal
Branding



Research &
Analytics

Digital
Marketing
Strategy



Web,
Mobile, Social
Identity Design
Brand Manual
Design


Affiliate
Marketing
Email
Marketing



Mobile
Marketing
Search
Engine
Optimization
PPC Campaign
Management
Social Media
Management
Website

Content &
Design
Mobile sites,
Micro sites,
Landing Page
Design
Cross
Platform UI
10

Syndica
ted Research

Advertising
&
Promotion

Pilots


Creation
Custome & Execution
r Engagement
Programs

Loyalty
Programs

ROI
and Profitability

Design

Sectors of operation and Portfolio of Cheezemark:1. Gaming



Classic Rummy is India’s Favorite online Rummy site. It is the first and only Rummy
gaming site to offer 24X7 Customer Support. Classic Rummy offers free and real
money rummy games. Classic Rummy has every variant of the 13 cards Indian
rummy.



Cozygames are a complete game developing
company, providing stand-alone and integrated gaming technology and services
whose products have shown remarkable results on online and social media platforms.
Their expertise in Mobile Gaming has helped us create a niche in the market and we
are presently leading the market in technology development

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Bingo Portal Network is a place, which gives you the chance to showcase your
brand and products on more than 200 different Bingo sites, without putting in any
extra effort. Their comprehensive marketing channel of 200+ websites gets you,
players and eye-balls from all across the world. The portal is dedicated to reach to
every single Bingo buff!
2. Ecommerce



They provide domain names belonging to varied industies and businesses. The
domain names have been categorised into different verticals, making it easy to be
searched and sorted, such as apparel, blogging, gaming, money, etc. Every registered
domain name present on the website has domain information to ease transition and
expansion. If required, Surf Domains experts can also help you in finding out an
appealing domain name for your exisitng or forthcoming business.



StyleNini is a high end online shopping portal which sells soft, durable and elegantly
fashionable Ostrich Leather Designer Handbags to complement any outfit along with
the most suitable accessories.

3. Financial services



Rbi Premium delivers a complete 'peace of mind' solution for individuals or families
who are looking to protect themselves against unexpected circumstances whilst living
and/or working overseas. With an Rbi Premium Membership, you get medical, dental,
travel benefits and, more importantly, the cost of your membership has nothing to do
with your health or age. All members pay the same fees regardless.

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Correlation between innopark, angaros and cheezemark:In a nut shell, to be very specific , Innopark is a company that designs online games, Angaros
is a management consulting company and Cheezemark is a digital marketing company, In
very naive terms the whole concept can be made pretty clear by considering that Innopark in
association with other designers produces online games, Cheezemark basically does the
marketing for them , and Angaros is the company that provides the initial seed fund for these
companies and also provides with management consulting as the company evolves.
Synopsis:Recapitulating the overall discussion until now, we can arrive at the following conclusions
regarding the sectors of operation and services offered.

Heal
th
C a re
F in a
n c ia l
S e rv i
ces

SEC
TOR
G a m in
S
g,
e
Com
m er
ce

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Consolidated Services Offered:I n

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a

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i t a
s t o

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e
u

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l i n
D
C

M
B
F

e

l

M

m
t

a

C

m
e

e

r k

e

d
r

o

S
n

s

i a
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s

p

p

l t i n

o

r t
g

t
g

Regions Of operation:The chart depicts all the regions to which these 3 companies put together provide their
services.
S
i
n
g
a
p
o
r
e

U
S
A

C
a
n
a
d
a

U
K

A
u
s
t
r
a
l
a

i

Aim of the Internship:The cardinal objective of my internship is to do lead generation for Angaros and Cheezemark,
which includes listing all the prospective strategic collaborations that these two companies
can procure in the near future. So the bottom line is to create a database of companies to
which Angaros may provide consulting , list of start ups that can be funded by Angaros,
enumeration of all the organizations to which Cheesemark can provide digital marketing
service. The database must be confined to the six regions of operation, the companies must be
operating in one or more of the 4 sectors.

14

Segments of the database:Our database has 9 segments, they are as follows
1.
2.
3.
4.
5.
6.
7.
8.
9.

Online PR
Incubators
Associations
Venture Capital networks
Events
Awards
Entrepreneur Development Cell
Mentors
Target Companies

The following is a brief description about these segments
Online PR:Public relations (PR) is the practice of managing the spread of information between an
individual or an organization and the public. PR may include an organization
or individual gaining exposure to their audiences using topics of public interest and news
items that do not require direct payment. The aim of public relations by a company often is to
persuade the public, investors, partners, employees, and other stakeholders to maintain a
certain point of view about it, its leadership, products, or of political decisions.
Types of PR:There are 2 types of PR
1. Offline
2. Online
Offline includes publicizing in the news papers or magazines or even on T.V
Online PR is the use of Internet tools and technologies such as search engines, Web 2.0
social bookmarking, new media relations, blogging and social media marketing. Interactive
PR allows companies and organizations to disseminate information without relying solely on
mainstream publications and communicate directly with the public, customers and prospects.
Since our main areas of operation are subjected to digital marketing, we would focus on
offline PR alone.
Incubators:Business incubators are programs designed to support the successful development
of entrepreneurial companies through an array of business support resources and services,
developed and orchestrated by incubator management and offered both in the incubator and
15

through its network of contacts. Incubators vary in the way they deliver their services in
different start-up ecosystems, in their organizational structure, and in the types of clients they
serve. Successful completion of a business incubation program increases the likelihood that
a start-up company will stay in business for the long term: older studies found 87% of
incubator graduates stayed in business, in contrast to 44% of all firms.
Incubators differ from research and technology parks in their dedication to start-up and earlystage companies. Research and technology parks, on the other hand, tend to be large-scale
projects that house everything from corporate, government or university labs to very small
companies. Most research and technology parks do not offer business assistance services,
which are the hallmark of a business incubation program. However, many research and
technology parks house incubation programs.

Associations:Associations have been defined as private or public organizations, recognized by the State,
that group together participants from all stages of the same commodity chain, with the
objectives of elaborating policies, guaranteeing equity among the members, facilitating the
improvement of the performance of the chain and defending the interests of the members. We
are looking for the forums were all the companies of a particular sector can be addressed
under a single roof.
Venture Capital Networks:Venture capital (VC) is financial capital provided to early-stage, high-potential, high
risk, growth startup companies. The venture capital fund makes money by owning equity in
the companies it invests in, which usually have a novel technology or business model in high
technology industries, such as biotechnology, IT, software, etc. The typical venture capital
investment occurs after the seed funding round as growth funding round in the interest of
generating a return through an eventual realization event, such as an IPO or trade sale of the
company. In addition to angel investing and other seed funding options, venture capital is
attractive for new companies with limited operating history that are too small to raise capital
in the public markets and have not reached the point where they are able to secure a bank
loan or complete a debt offering. In exchange for the high risk that venture capitalists assume
by investing in smaller and less mature companies, venture capitalists usually get significant
control over company decisions, in addition to a significant portion of the company's
ownership.

16

Events:The events include conferences, seminars, symposiums, conventions or even festivals,
carnivals during which there is a meeting of varied number of companies of similar or
different sectors.

Awards:Award ceremonies are events where the most diligent and the ace performer is rewarded with
a recognition. We confine our research to the award ceremonies in the 4 sectors of operation.

Entrepreneur Development Cell:EDC’s are non profit initiatives, voluntarily run by the students of a certain organisation to
foster innovation driven entrepreneurship through incubation, investment and training. It
basically comprises of faculty, alumni, students, mentors and service providers from the
industry who span a variety of functional areas, sectoral domains and geographies and are
passionately committed to helping disruptive innovations and aspiring entrepreneurs succeed
commercially. Since entrepreneurship is mostly a part of educational programmes in MBA
institutes, we have restricted our search to the public MBA university that provide this service
in the 6 countries of interest.
Mentors:Mentorship is a curriculum in which a more experienced or more knowledgeable person
helps to guide a less experienced or less knowledgeable person. However, true mentoring is
more than just answering occasional questions or providing ad hoc help. It is about an
ongoing relationship of learning, dialog, and challenge. A business mentor provides guidance
to a business owner or an entrepreneur on his business and guides him through the ups and
downs of the business.
Target Companies:It is the most vital part of our research, unlike all the other above segments through which we
can generate strategic partnerships, target companies are the ones through which business
expansion may occur. Since Angaros is also into ‘buyouts’ , this segment details all the
companies that can be acquired and hence constitute a vital role. There are a few filters
including the constraints on the sectors and regions of operation, they are, the target company
must either be one of the following
17






Early Start Ups with either first round of funding already done or even if it is self
funded, these companies must be 2- 3 yrs old
Growing Start Ups which have had a break even.
MNC’s which have an Indian strategy, that is the ones which have plans to enter the
Indian market in the near future.
Most important criterion is that, these companies must be profit making.

Intendment behind the segments:The following table gives us the details of the purpose of capturing leads in these segments
and why it is important to do so.

Segment
1.

2.

3.

Online PR

Incubators

Associations

Purpose

Useful for

These include places where news
about the four sectors is published, we
can use them in digital marketing for
Cheesemark, these websites also give
information about the best players in a
stream, we can also use this to develop
partnerships for Angaros in the
consulting services arena.



Cheezemark



Angaros for MC

Angaros is one of the firms that
provides funding, Incubation is more
or less helping with the accessories
like the bulding space etc, hence
Angaros is also an incubator, these
Incubators can also provide their
services to the new buy outs of
Angaros and vice versa , Angaros can
incubate some of their clients, It
would be a win -win situation.



AMC



Angaros Capital

These are the organisation which are a
directory of companies offering
similar services, for example National



AMC



Angaros Capital

18

4.

5.

6.

Venture
Capitals

Events

Awards

Business Incubators Associaton(NBIA
in US) list all the incubators, and if
one is looking for his company to be
incubated he will search here for sure,
hence registering with such
organisations is of utmost importance.



Cheezemark

Similar to Angaros, these provide
funding for required organisations,
hence can provide funds for new buy
outs, or evn angaros can fund their
clients.



AMC



Angaros Capital

Many organisations attend this meet,
we can establish relations with them
by partnering with them, make
ourselves visible by sponsoring the
event or even setting up a marketing
activity at that place.



AMC



Angaros Capital



Cheezemark

We can sponsor for an award and
make ourselves visible to the entire
fraternity in the interested segments,
that is how we can build relations
which might be helpful in the future.



AMC



Angaros Capital



Cheezemark

7.

EDC

These generator entrepreneurs to
whom Angaros can provide seed
funding.



AMC

8.

Mentors

Establishing relations with them will
be advantageous to the portfolio
companies to ensure successful
journey.



AMC



Angaros Capital



Cheezemark



AMC



Angaros Capital



Cheezemark

9.

Target
Companies

These are the prospective buy outs that
Angaros can have hence expand their
presence.

19

Type Of research:Research is basically done on secondary data, which means analysis of the data that have
already been collected and which can be located quickly and inexpensively. We have used
secondary data becaus in business development analysis of the existing data is more
important and obviously, one cannot have facts about a company ready on hand, hence needs
to depend on the information giving sources.
Secondary data is classified into two categories, they are:1. Internal
2. External
Internal data are those generated within the organisation for which research is being
conducted, this information will be in ready to use format, or on the other hand the data
may require considerable processing .
External data are those generated by sources outside the organisation, the data may exist
in the form of published material, computer database or information made available by
syndicated services.
The sources of secondary data can be as follows

Published Secondary data

General business Sources

Directories

Indexes

Statistical
data

Algorithm for Leads generation:For any work to be done perfectly, one needs to have due diligence and a clear cut idea of
what one needs to do, this is especially true when it comes to acquiring the prospective
business associates.
The process of research may sound simple but it is not a child's play till you get the right base
to start off, while developing a business you need to know all the players present on the field,
hence a common association is what you should be looking for, yes! you got it right, you
20

should find the appropriate directory which has a proper database, you should not start
googling for the names of the companies, because there is lot more than what a search engine
can give you, rather you should be looking for sites such as crunch base or angels.co or 500
start ups which give you a proper list.
The processes to be followed is :






Start by searching for a directory of companies on any of the search engines (google).
Confine your research within 6 regions of interest (India, Singapore, USA,UK,
Canada, Australia in this case).
Filter your company based on the services they offer in a sector( in our case , look for
GEM, Healthcare, Financial Services , ecommerce ) by reading the 'about us' forum
on their website.
If found relevant, try getting the contact details of the most appropriate person
involved( say business development officer). The information to be extracted should
include
 Full name of the concerned person.
 Telephone Number
 Email Id
In case if the above details are not displayed on the company website, you may try
getting them from social networking sites like LinkedIn, Twitter, Facebook.

Division Of work:The business development project was handled by 3 employees in total, including me.
Basically the leads have to be found from 6 countries in all the 4 sectors, so the work division
was pretty clear and simple, each 3 of us were to do the business development for any 2
countries in all the segments and later consolidate the sheet. The template was generated in
unison but the leads were generated according to the countries allocated by the B&C
manager. I was allotted to generate leads for USA and Canada so restricted my work to just
these two regions.
Templates of our work:The first two sheets given below shows the basic template of our database, it provides direct
links to which ever sector and segment you would like to visit, there are in total 55 sheets in
the consolidated excel sheet, but this page will give you an easy to keep swaping between the
sheets. This sheet is termed as the dash board.

21

22

Incubators Page:The following figure shows a part of the leads captured which would serve as incubators in
the Canada region. The contact details must include name of the contact person, phone
number, email Id, should indicate which sector they would be serving as in either AMC,
capital or Cheezemark, Also provided is a ‘status’ column which would be useful to
understand for future use if the company is interested in establishing partnerships with us.
Finally there is a ‘links’ column which gives us the direct websites of the company for easy
access.

23

Similar to this page we have a database ready for use in 53 other pages example India_
Events indicates all the events related to GEM, financial services, ecommerce, healthcare in
India in the following years.

24

How does this work benefit the company?
We have provided adequate information of contacting the companies, we have highly focused
on the quality of the content, keeping in mind the entire criterion that have to be strictly
followed, we hog-tied the research to a very large extent that a mere indication of partnership
to the companies is enough. The company is very much interested in confining its activities
across Gaming, Entertainment, Media, Financial Services, ecommerce and HealthCare. We
have restricted our research only to these regions for simplicity of the connecting process. We
assiduously believe that our work would definitely help the company in annexing many other
organisations to their portfolio.
The Marketing Activity:As a part of the acquaintanceship program, the company conducts a marketing activity every
week to engage its employees in knowing the whole process in a better way , some of the
activities included to mention the top companies that provide next generation sequencing, or
even the best websites that provides reviews on digital games etc. These activities project the
25

diversity of the sectors the company is interested into and also creates a good learning
experience for all the departments of the company as every person needs to do this.

How did the internship benefit me?
The internship has given me in depth knowledge about 3 companies Innopark, Cheezemark,
Angaros. I have learnt how to perform analysis for a company in a better way. The diversified
portfolio exposed me to many different sectors of operation; I got to know the top
competitors, and their strategies, their marketing ideas. I have also learnt that to start a
particular research, a strong base is of utmost importance, merely searching won’t work, you
need to get the right place to fire your work, for example if I am looking for Incubators then
merely searching for ‘Incubators in India’ won’t help you but you must look for some
directory like National Business Incubators Associations which will give us a detailed list of
all the incubators in India.
Apart from the formal learning’s of developing a business, the internship being my first
exposure to the corporate world has taught me on how to establish and maintain professional
relationships and work in teams for the best mutual outcomes.
References:The following websites were very vital in successfully accomplishing my internship project:http://www.cheezemark.com/services.php#digital-marketing

http://www.innopark.in/
http://www.angaros.com/index.php
http://www.manta.com/mb
http://en.wikipedia.org/wiki/List_of_companies_of_the_United_States
http://www.odwyerpr.com/pr_firm_rankings/independents.htm
http://en.wikipedia.org/wiki/Category:Public_relations_companies_of_the_United_States
http://www.inc.com/magazine/20100501/the-best-business-incubators.html
http://www.inc.com/magazine/20100501/the-best-business-incubators.html
http://colleges.usnews.rankingsandreviews.com/best-colleges/rankings/national-universities/top-public
http://www.nvca.org/index.php?option=com_mtree&Itemid=173
http://www.hipaasurvivalguide.com/resources/hipaa-blog.php

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http://www.gameconfs.com/2013/North%20America
http://en.wikipedia.org/wiki/List_of_video_game_awards
http://www.internetretailer.com/top500/list/?page=5
http://www.worldwidelearn.com/education-articles/top-50-health-care-startups.html

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