Marketing plan for a mobile app: "Let It Go- because it helps"
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Transcript of Marketing plan for a mobile app: "Let It Go- because it helps"
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MARKETING PLAN FOR A NEW MOBILE APP
…Because it helps
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CONTENTS
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BRIEF OVERVIEW
• Use of smartphones is continuously increasing
• And users’ most common activity is spending time on self, rather than shopping or socializing
•Expressing Oneself and Writing, relatively untapped areas, give a promising scope in the future
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WHAT IS LetItGo
• People find writing medium easier than saying to share what they feel
• Comes with features which will help improve users’ writing skills and expressiveness
• Lets customers write down their thoughts and reminisce later on
• Encourages people to vent out their feelings and feel relaxed
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MARKET OVERVIEW
Market of smartphones, will continue to increase in near future,
especially in developing countries, for eg, India has only 17% smartphone users
Source: statista.com
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ME TIME46%
SOCIALIZING19%
SHOPPING12%
OTHERS23%
HOW PEOPLE USE SMARTPHONES
Source: insight surveys
Users prefer to investtime on things, which give
help them relaxtheir mood,
cheer them up
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MARKET SEGMENTATION• AGE GROUP 18-50 years
• GENDER male and female
novice writers
• OCCUPATION story-tellers
students who want to improve writing skills
• BEHAVIOR introverts
people who like/want to share their feelings
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TIMELINEt=0: launch of app
t=1 month:
1k downloads
t=6 months:
10k downloads
t=1 year:
30k downloads
t=2 years:
100k downloads
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REVENUE TARGET• Conversion rate : between 4 to 5%*
• By the end of one year, expected downloads : 30,000
• Price of premium version : $6.99Ϯ
• Hence, revenue of the app, at the end of 1st year : approx. $8,400
*Source: localytics ϮPrice of one feature= $1
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3-V PRINCIPLE
COLLABORATORVALUE
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TARGET CUSTOMERS• Who want to keep their memories saved for the future
• Who want to vent their thoughts and feel light
• Who want to share their feelings, anonymously or publicly
• Who want to get solutions of the problems they are facing
• Who want to improve their writing skills
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COLLABORATORS
Writing enhancement programs
consultancy firms
gymsmusic apps
talks, quotes websites
YouTube channels
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COMPETITORS
blogging websiteseg, Blogger
apps on personal diaryeg, My Diary
thoughts sharing appseg, Open Up
knowledge sharing platformeg, Quora
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POINTS OF PARITY
• Platform to express yourself
• Platform to write down memories in your personal diary
• Get feedback from people, on what you are experiences/feelings
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POINTS OF DIFFERNCE
• Categorize your thoughts for easy sorting
• Keep with yourself; share anonymously, or publicly
• Get notifications and suggestions as per your mood.
• Get experts’ suggestions to improve writing skills
• Communicate with people who are/have been emotionally at your page
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PRODUCT
RELIVE THE MOMENTS
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FREE FEATURES• Unlimited diary writing, and storage as your secret documents
• Share your writings anonymously, if you think people could be judgmental
• Categorize the thoughts based on mood, such as happy, nervous, annoyed, sad
• Option to write in your native language
• Limited sharing with others (5 per month)
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PREMIUM FEATURES
• Record video, if you wish, store on any cloud service
• Share with people, and get feedback
• Experts’/Professionals’ comments
• Get notification asking about your mental status, and subsequently get suggestions/recommendations depending on your mood
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PREMIUM FEATURES
• Get contact information of peers
• Make groups (based on common likings, age group, profession etc.) and share your thoughts in that group, if you want to share with your closed ones
• Finger sensor so as to avoid use of keyboard
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INCENTIVE
For Customers
• Free subscription of premium version for new users for 2 weeks
• One week free premium subscription for referring the app to 10 people
For Collaborators
• More visits of users
• win-win situation for all collaborators
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COMMUNICATIONS
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DISTRIBUTION
App website
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CEO
CFO CMO CTO
ORGANIZATION
Finance Team Sales & Marketing TechnologySolutions
Product Development
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BUSINESS PROCESSESBeta launch of the app
Testing, assessing feedback, and improvement in services
Commercial launch of the app
Getting collaborators on-board, and rigorous marketing
Revenue generation through users and advertisements
Launch of new updates, and features
Expansion in different domains
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DISCLAIMERThis presentation
was created during a marketing internship,
under the guidance of
Professor Sameer MathurIIM Lucknow
Ph.D.: Carnegie Mellon University
by
Abhishek GuptaIIT Guwahati