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"
MARKETING PLAN FOR A NEW MOBILE APP
…Because it helps
CONTENTS
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
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
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
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
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
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
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
3-V PRINCIPLE
COLLABORATORVALUE
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
COLLABORATORS
Writing enhancement programs
consultancy firms
gymsmusic apps
talks, quotes websites
YouTube channels
COMPETITORS
blogging websiteseg, Blogger
apps on personal diaryeg, My Diary
thoughts sharing appseg, Open Up
knowledge sharing platformeg, Quora
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
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
PRODUCT
RELIVE THE MOMENTS
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)
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
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
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
COMMUNICATIONS
DISTRIBUTION
App website
CEO
CFO CMO CTO
ORGANIZATION
Finance Team Sales & Marketing TechnologySolutions
Product Development
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
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