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