Marketing Plan

Hello! I am Swapnil Goyal

Executive summary SmartPowerVilla (SPV) is a smart-up providing “home intelligent technology” by monitoring connected load and is located in west Delhi. SPV expects to catch the interest of a regular loyal customer base with its innovative and cost-effective services. SPV plans to build a strong market position in the city as a part of its first-mover’s strategy and expects to achieve net profit of Rs 10,000,000 by the end of 2018. It aims to offer its services to both electricity consumers and electricity producers.

Analysis of current situation

Market Analysis

Geographically: New Delhi Business Sectors: Mobile based app.

If we can transfer peak load to other parts of day,

we can avoid a whole new plant to run (saving crores) !!!

Some tricks to amuse customers: subsidy for using less

Successful

Is There a Demand for Digital Smart Home/

Energy Saving products?

Importance of Home Energy Services

Source: Accenture Spring 2014

7

30

39

24 Very Important

Important

Not very important

Not important at all

How important are services allowing you to manage selected energy settings in your house, e.g. change heating/AC levels via smartphone/tablet at home or when you are away (Answers in percent, 1504 respondents)

What Customers expect from Energy Provider? Along with a smart meter, Percent

Source: Accenture, Survey

8

13

15

27

31

41

45

58

0 10 20 30 40 50 60 70

Social Games to compete with …

I would not expect additional …

Enhanced Customer service

Increased functionality on Web and …

Automated home energy …

Early notifications when my bill …

Personalized advice on products …

What we offer smartPowervilla will offer smart solutions for

optimizing electricity consumption in the capital city, New Delhi.

Our prime strategy is to distribute peak load to reduce generation cost and distribute benefit to customers with differential pricing based on time of usage.

We will develop a mobile based application which can

help customer in controlling heavy load appliances

Needs/ Wants

Consumer side: 1. Reduce Bills. 2. Active monitoring and easy switching on and off 3. Avoid overloading Producer side: 1. Reduce peak load demand and optimize power distribution. 3. Transmitting warnings and messages to consumers.

Place hhyour screenshot here

Set your dalily targets.

Set daily target of each appliance.

Show electricity prices for next 24 hours.

Set timer for each appliance

Help in optimising relaying of devices.

Provide distant control on devices via smartphone

Features

Market Segmentation

Domestic consumers +

Industrial consumers

They hardly bother for power savings

More than 60% consumption by -

Goal Company’s goal is to establish its brand in top 5 metro cities of India by earning a net profit of Rs 10,000,000 by the end of 2018.

Once underway we will expand our scope and take advantage of high margin new equipment sales and leverage our existing

labor force to sell and service those products.

Within three years we intend to expand our scope to the four major metropolitan cities of India- New Delhi, Mumbai,

Bangalore and Chennai

Strength

• First movers advantage • Innovative product • Easily to operate • Power cuts will be drastically reduced as peak load will be distributed to lean times.

Weakness

very little interaction

with consumers

Premium features are somewhat costly

Opportunities

•To make it compatible with all O.S. •Viable energy saving mechanism in all metro cities of India •Potential exponential increase in smart electrical devices in next 5 years

Threats

Future competitors

Fast changing technology

SWOT Analysis 2.2(c)

Tactics Product-Service-Brand-Price-Incentives-Distribution

Product & Service

SmartPowervilla will -

◇Monitor connected load and helps in optimizing electricity consumption ◇Automatically switch on and off as electricity rates vary to minimize electricity bill.

Mobile based application synchronized with company’s sensor fitted in electric circuit

Free Features ◇Devices online and their consumption.

◇Future rates of Electricity consumption adjusted by power companies.

Premium features ◇Automatically limiting the power when rates increases. ◇Intelligent solutions for relaying various instruments like Heater, Washing machine etc.

Brand The name “SmartPowerVilla - “doorway to a smarter home” is exactly described by its logo. Logo has following elements- ◇House made up of wire showing smart home) ◇A green color bulb and plug at the end symbolizing power

Incentive

Team up with an associated business to offer reciprocal discounts Bill Forecasting to allow them to see their projected bill. Energy Saving Tips to reduce their energy use.

Distribute 1% net profit as bonus presenting employees with a certificate of achievement

For Customers

For Company personnel

GENCO :like NTPC for better utilization of their

existing capacities

DISCOMS: Like BSES or state Electricity boards

for reducing power cuts drastically.

Banks: To provide Payment platform

For Collaborators

Financial Projection SmartPowerVilla expects to earn a modest profit by 3rd year based on projection sales. Our assumptions are based on following assumptions - Initial growth will be moderate as we establish awareness in the

market.

Initial equipment purchase will stay in service for an average of four to five years. After that begin investing in “new equipment” to repair damaged product

Initial marketing cost high but after that marketing cost would not exceed 14% of sales.

Residual profit will be reinvested in expanding the product and services.

Price Application : Free with all free services mentioned above. Paid Services: 1. Charging Companies on basis of number of Users. 2. Charging 10% of the money saved, calculated in

comparison to average day price of Electricity from payment platform accounts like PAYTM.

Yearly sales forecast

5.4

In west Delhi,

Projected No. Interested Customers = 10000

Payment from companies = Rs 50 per user

Projected Average saving in each household = Rs 500

Average Payment from each household = 10% of Rs 500 = Rs 50

Total Income per month = 50*(10000) + 50*(10000) = Rs 10,00,000

Annual Turnover = 10,00,000 *12 = Rs. 1,20,00,000

Infrastructure-Processes-Schedule

Control Bodies -Marketing manager -R&D manager -Production manager -Finance manager/ Accountant

Control tools Based on “Management by objectives” we recommend to rely on satisfaction surveys and statistical reports.

Organisational Structure

Electronic

Communication

(E-Mail, Chat...)

Problem “Personal face to face communication”

Team Structure

Asymmetric Communication Patterns Symmetric Communication Patterns

Unproductive Team Productive Team

Processes • Get all collaborators, partners and government on board for Implementation. • Standardising the appliances‘ sensors and their frequencies by contacting major manufacturers of Electrical appliances in accordance with ISI guidelines.\ • Trial with limited customer base and providing all services for free initially • Incentivising the new customers with discount on bill for downloading the application with free premium services for 1 month • Collecting reviews and continuously improving.

Control by milestone

4.3

What Who When Cost

Software development

Software developer

6 Oct- 5 Jan 2017

Rs 250,000

Staff training Manager teacher

10 Jan- 10 Feb

Rs 300,000

Marketing Marketing Manager

10 Feb- …….

Rs 700,000

Thanks!

These slides were created by

SWAPNIL GOYAL (IIT KANPUR)

as part of an internship

under the guidance of

Prof. SAMEER MATHUR (IIM Lucknow)