Bookexg: a marketing outline
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Transcript of Bookexg: a marketing outline
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Bookexg: A Marketing Outline
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Executive Summary
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What is Bookexg?? It is an Android app to carry out free book exchanges between people.
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How does Bookexg work?
● Bookexg works by matching the book donors and book acceptors and make them exchange their books by meeting in a public place or using a courier service.
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Situation Analysis
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Company Overview● Bookexg is a start up company ● Consists of 5 part time app
developers and 2 graphic designers, and a manager.
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Core competencies● Available in free and premium versions● 3 Book exchanges per month can be carried
out completely free of cost.● Earns money by selling ads in free version● Customised ads for users based on their app
usage data analytics.● Simple and lag free User Interface
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Opportunities● Tap useful information from the
users like their reading habits, type of books they love,etc. using data analytics and sell this information to advertisers.
● Build a large customer base.
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Threats● Threat from competitors● Possibilities of app
malfunctions like crashes, etc.● Shift of public towards modern
ebooks and devices like kindle.
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Market Overview● Book exchange is a relatively young
market.● Targets students and book enthusiasts.● Heavy competition from other book
exchange apps like bookswap and websites like bookfreeswap.com, bookmoonch.com, etc.
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Goal
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Goal● Build a large user base within a short span of time.● After building a user base, focus on selling ads and make
profits upto break even point.● After break even point is reached, hire new developers and
release new features to the app and further expand customer base.
● Then earn more with more ads and continue the cycle and aspire to reach 10000 downloads within 6 months.
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Strategy
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Target Market
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Competitors of Target Market
● Book exchange websites like bookfreeswap.com, bookmoonch.com
● Book exchange apps like bookswap
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Collaborators● Book Publishers (for legal
permissions for book exchanges)
● App developers● Graphic Designers● Google Android
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Target Customers● Habitual book readers● School and college students● Scholars● Teachers
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Value proposition
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Value for Customers● Upto 3 free book exchanges per month in
the free version of app● Unlimited number of book exchanges in the
premium version.● Very simple and lagfree user interface.● Personal details are not shared with other
users.
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Value for Collaborators● Part time app developers are paid a
fixed amount on a hourly basis.● Special rewards for developing new
features.● Job security of 6 months for all the
part time employees.
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Tactics
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How Bookexg works?
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● Users first join Bookexg network by creating accounts. The app would get age, gender and address details.
● For book donations, users can post the details of books which they would like to donate on their public profile.
● Users can also search for the books which they would want to get and the app matches the book donors and acceptors appropriately.
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● After matching, the app allows the donors and acceptors to chat with each other which helps them to decide how they can make the book exchange possible.
● The app provides them with 2 options for book exchange: Using Courier Services or Meeting in a public place.
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Exchange through Courier Service option● Bookexg automatically finds and
suggests the best courier service available between the donor and acceptor based on their locations.
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For Exchange by meeting in Public place● This option is available only when the
donor and acceptor are located in the same city.
● The app automatically suggests a public place which is at an equal distance between the users based on the information about their locations.
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Brand
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Logo and Tagline● The Logo has a book and 4 people
connected to each other by a globe.
● Tagline says that Bookexg is an app.
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Price
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● Comes in 2 versions: Free and Premium● Free version allows users to exchange three times a month with a
charge of Rs. 30 for each additional exchange.● Premium version allows unlimited book exchange. This version is
also ad free. ● Cost of premium version for 1 month: Rs. 30 ● Cost of premium version for 3 months: Rs. 70● Cost of premium version for 6 months: Rs. 120
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Advertising
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Online and offline PublicityOnline Publicity:
Using Graphic designers, design posters and use social media websites like facebook and google ads to communicate to public.
Offline Publicity:
Post advertisements in well known english newspapers because the book enthusiasts are more likely to read news papers.
Also post posters in public libraries and college notice boards.
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Implementation
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Organisational structure● Head: Myself● 5 part time app developers and 2 graphic
designers to work under me● Graphic designers will also be responsible
for advertising
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Process of Implementation and Schedule
● Find a venture Capitalist and get some initial funds. ( before March 31)● Finding and employing app developers and graphic designers. ( before
March 31) ● Development of the initial test version of app. (before May 15)
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Process of Implementation and Schedule (Contd.)
● Testing the success of the app in a test market. For example: A college ( Test period from May 15 to June15).
● Evaluating the test results and making suitable modifications to the app. ● Make a second test to another market. (from July 1 to July 31)● Evaluating the test results and making suitable modifications to the app. ● Rolling out the app in google Playstore.( August 15)
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