Connecting Souls

Executive Summary

Situation Analysis

Action Plan

Strategy

Tactics

Implementation

Brief overview of the situation

& lots more ….

NGOs that give back to the society

But ...

Lack of funds

Lack of volunteers

Lack of transparency

Connecting souls –An app that will change the way you give

1-Have a presence in all the major cities of India

by the end of 2016

2-Achieve pan India expansion by the end of 2017

3-Aim for 10 million app downloads by the end of

2017.

4-Collaboration with at least 1000 NGOs by the end of

2016

Executive Summary

Situation Analysis

Action Plan

Strategy

Tactics

Implementation

Connects donors toNGOs

Find NGOs near yourlocation andbecome a volunteer Donate

online in form ofCash/kind

Earn points for using theapp and redeem it for rewards

Company Overview

Track how your money is being used byNGOs Online

Charity auctions &special donation drives

The number of volunteers in India is steadily growing and has potential for even further growth . Due to the novelty of the idea the scope of success is very huge but the chances of failure is also high.

MarketOverview

Existing donors of the NGOs

Youth

Upper strata

of the society

Business Professionals

Points of Difference

The app idea is a novel concept with no competition. The nearest app is NGO Community that provides information about all the NGOs in a city. The PODs are-

1)NGOs divided according to categories and locations2)Option to donate online3)Receive updates about your favorite NGOs4)Online auctions5)Track the money donated 6)Option to become a volunteer7)Extensive reward based system available

Points of Parity

The app should meet the basic requirements of a good app. The POPs are-

1) Lag free experience2) Bug free3) Secure online payment4)Provide correct information5) Be user friendly

Executive Summary

Situation Analysis

Action Plan

Strategy

Tactics

Implementation

First focus on the major cities and collaborate withthe top NGOs present there

App promotion through the collaborated NGOs, discount companies and through social media

Slowly expand to smaller cities

Collaborate with major companies to get discounts /rewards fromthem for points earned through the app. Make this collaboration a part of their CSR initiative

Timeline

Executive Summary

Situation Analysis

Action Plan

Strategy

Tactics

Implementation

Problems1)A lot of people want to give back to the society but don’t know where to start from.2)Lack of trust in NGOs

3)Time constraints4)Lack of information

Solutions1)Great starting point for becoming a volunteer or a donor2)Track how the money is being used3)Donate online4)Updated information available on all NGOs

Discount giving outlet(Value Proposition)

1)Positive Brand Image2)Compliance of CSR law(Give at least 2% of profit to charity)3)Free Publicity

NGOs (Value Proposition)

1)More Funds2)More Volunteers3)Wider Reach

Economic Context Economically this seems like a perfect time for launching the app. The markets are stable and the GDP has a high growth rate thus people are financially capable of donating.

Technological Context

The technology required for implementing the app is available and has been already used for platforms like food delivery.

Social ContextThere is a growing awareness about becoming a volunteer in India with services like NSS(National Service Scheme) for the youth and clubs like the Lions Club, Rotary Club etc for older people.

Positioning Strategy

Since the idea of the app is a novel concept thus brand awareness is very important to make the idea popular. Different strategies need to be employed to reach different segments of the society.

Youth

• Collaborations with services like NSS to ensure a better conversion rate *

• Use social media to reach the youth

• Focus on the points system and the discounts /rewards available

Conversion Rate= People using the app/People aware about the app

Existing Volunteers• Use NGOs to market to their existing

volunteers• Use attributes like greater transparency,

greater convenience and time saved to attract the existing volunteers to the app.

Business Professionals

• Focus on the time saving nature of the app

• Arrange corporate awareness sessions to increase brand awareness

• Rewards like access to the premier lounges in airports will be attractive to this segment

Upper Strata of the society• Emphasize on

the fact that people can donate from the comfort of their home.

• Market the app as an alternative to offline charity auctions

• Publicize winners of the online auction via the app to attract more people who may desire this fame.

Executive Summary

Situation Analysis

Action Plan

Strategy

Tactics

Implementation

Lets you know about the NGOs present near your location

Donate in form of cash or kind from the comfort of your home

Get regular notificationsabout the causes and charities close to your heart

Become a volunteer according to your time convenience

Conduction of special donation drives in case of a natural calamity

Track the money that you

have donated and see how it

is transforming lives

Regular online auctions where the proceeds go to the favorite charity of

the winner .

Get points for each donation made and redeem these points to get discounts or rewards at various outlets

Collaborated NGOs

Facebook Page

Blogs,Slideshar

e

Charity Runs and Auctions

YouTube

Discountgiving

companies

The app is free of cost with no premium version

available. Revenues will be generated by taking 0.1% of

the money raised through the app.

Executive Summary

Situation Analysis

Action Plan

Strategy

Tactics

Implementation

Developer Team

Develop and manage the app

PR Team

Form collaborations with the NGOs

and the discount giving companies.

Marketing Team

Devise an effective marketing strategy for

promoting the app

Management Team

Responsible for managing the entire

team and maintaining positive relationships with the collaborators

FeatureTracking of money

spent

ProcessNeed regular updates from

NGOs to implement this

strategy

1

FeatureDiscounts from

companies

ProcessNeed to have collaborations with all major companies to

implement this

2

FeaturePick up service

for donated items

ProcessNGOs should

organize weekly pick up from

various locations3

FeatureOnline charity

auctions

ProcessCollaborate with

auction houses to conduct this

giving them a part of the

proceeds as fees

4

FeatureRegular updates

from NGOs

ProcessConstant

communication between the

developer team and the NGOs

5

Schedule

Release the app by November 2016

Heavy focus on marketing the app and ensuring that it works properly

Start expanding to smaller cities after March 2017

Form collaborations with NGOs and discount giving companies of major cities by October 2016

Created by Tishya Kapoor, IIT

Delhi during a marketing

internship under Prof. Sameer

Mathur , IIM Lucknow